“How’s business?”

That used to be the question I dreaded most. I had a different answer every day.

“Great!”

“Terrible!”

“I’m too busy to know for sure.”

I was trying everything I knew to grow my company. I had a great staff but I needed more clients. So I bought ads in newspapers, magazines, on television, billboards, etc. I didn’t have a coherent marketing message or strategy. If a salesperson suggested something, I was likely to take a chance on it. 

Some people responded to our ads, but not enough to pay for all that advertising. That was super painful.

In retrospect, I understand why that sort of advertising didn’t work for us at that time. The fact was, I was getting the word out, but I hadn’t built a system that allowed me to share who I was and who we were in an authentic way.

I had an epiphany one day when a brave friend told me, “Your advertising is so generic, it doesn’t feel like there’s any substance to it. I can’t tell if you can really help me or not.”

Ouch. That was a painful lesson, but one I took to heart. I started to look at our advertising messages through the eyes of my potential customer and I had to agree. Generic. Boring. And I was embarrassed. Because the truth is, our marketing messages didn’t reflect who I was, who we were, or how we were committed to serving our clients. Instead, I was trying to play it safe.

Here’s what I know now: generic feels “safe” because you’re not likely to offend or alienate anyone. But generic isn’t safe because your customers don’t really get to see or know the real you, and they sense that something isn’t right. They may not be able to articulate why they’re put off, but they are. So they don’t call, come by, or buy.

Here’s what I recommend instead of trying to play it safe.

Start with you. Who are you? Who are you really? Beyond being an accountant, a physical therapist or a [fill in the blank]? How did you come to do what you do for a living? What’s your passion? What energizes you? What’s your story?

When you share your story, it will resonate with the people you’re meant to serve. Your humanity will shine through, and that will help people to know, like and trust you. And people do business with people they know, like and trust. 

When a potential customer becomes aware of you or your company, they will probably check you out. They may check your company website, your company Facebook page, or your LinkedIn profile. And when they do, they’ll be asking “Do I have a good feeling about this person/company? Do I believe this person/this company can help me solve my problem?” If you tell your story, sharing yourself and your mission to serve others authentically, then people are much more likely to have a good feeling about you.

And if the answer is “Yes, I think they might be able to help me,” they will likely give you and your company more time and attention, an opportunity to earn their trust and their business.

But what if you share your story and some people don’t resonate with it? What if they don’t like your story? Then don’t worry about them. They’re not your people. If you’re doing business right, there will be others that you will be able to serve, and they will be the right ones for you.

So here’s your homework:

1. Check out your current marketing materials/messages. Do they reflect you and your mission, or are they generic?
2. Take a look at your website, company’s Facebook page, and/or your LinkedIn profile. If you replaced your name/info with your competition’s name/info, would it make any difference?
3. Share your story authentically. Why you? What energizes you? What are you excited about? Why do you choose to serve those you do? What specific success stories can you share with your audience?

I know this may be a lot to take in, and it may be helpful to talk to someone about how you present yourself to the world and where you might need to tweak things. If that’s the case, please email me ron@rontester.com . Let’s set up a time to talk. I’d love to be of service to you.

Last but not least, if you’d like to read more about authentic marketing, I recommend this article by Brittni Kinney or this article by Stephen Zoeller.

“I would die and go to hell before I would sell an annuity.” Ken Fisher

I just watched the most remarkable ad on TV. Honestly, after watching thousands of commercials for financial services for the past 20 years or so, this was by far the most memorable. It was memorable because someone actually took a stand.

After watching the commercial again on YouTube (to make sure I had heard him correctly), I have to admit that nothing sets a company apart like telling the world where you stand, what you will do and what you just won’t tolerate — especially when your stance is controversial. If you say, “I HATE world hunger” or “I HATE war,” that’s fine, but it’s not controversial or particularly meaningful because pretty much everybody is going to agree with you. Who doesn’t hate those things? On the other hand, Ken Fisher hates annuities and he’s not ashamed to tell the world.

I do not own an annuity, nor do I have strong feelings about them one way or the other, but I have to admit that if someone approached me about buying one now I think I would download Ken’s guide. He’s setting the buying criteria and creating an openness to alternatives by slamming annuities. Brilliant!

Take a Stand: My Turn

Here’s what I HATE: marketing and advertising companies that prey on small business owners, that take more than they give, who don’t care enough about their customers and community to do the right thing. I have seen amazing advertising companies that deliver on their promises time in and time out, providing tremendous value to their clients. Unfortunately, I have also seen too many marketing and advertising agencies that take advantage of small business owners who are desperate for more customers, aching to get out of the Barely-Surviving Trap. I’m a member of Rotary, and at Rotary we have what we call The Four Way Test. I think that is a good foundation for living, for relating to other people, to running a business. It’s not always easy or expedient, but I’ve never regretted a single decision based on The Four-Way Test.

Take a Stand: Your Turn

So here’s my question for you and your business: where do you take a stand? Are there things you HATE? Are you willing to make a few enemies? If you do, your potential customers will recognize where you’re coming from. Many in your audience will resonate with your brand and will be much more likely to do business with you.

True story: back when HMO’s were first coming to prominence, a friend of mine who graduated from Wharton told me, “You could start an organization called ‘I HATE HMO’s’ and people would pay $10 a year just to belong. No other benefits. They hate HMO’s that much.” I didn’t start that organization, but I believe he was on to something.

Comment below and tell me where you stand, what you’re not willing to stand for any longer, or what you hate. Don’t be shy.