How important are eithics, authenticity and transparency in marketing?

You decide...

It's certainly been beat around here on the board a lot over the last few days.

At the risk of getting slammed for patting myself on the back, I wanna share something as an example. I received the following email from a new buyer of one of my products today following a one-on-one that came with his purchase.

THIS is how I do business. And plan to continue!

If I have to resort to sneaky, underhanded, deceptive measures to make it happen, I will leave the business first.

As I chimed in (you know where) what you're talking about doesn't fit in a spreadsheet. So, for certain kind of by-the-numbers type, authenticity doesn't exist.

If sales figures are good, that's all that matters.

However, marketing starts with the second sale. What you're talking about shows up in long term numbers like customer lifetime value. An authentic voice and plain vanilla honest dealing makes for higher credibility, lowering a range of costs and boosting the price you can charge at each level of product or service.

Like guarantees, business policy communicates trustworthiness. The trust of your customers is hard to earn, easy to erode. People aren't fools. They can easily see when you're "strip mining" your customer base.

My hypothesis is looking at your customers through the lens of a spreadsheet dehumanizes the business relationship to the point where strip mining seems reasonable. And of course, there are no long term numbers telling you it's really reducing overall income in customer defections, returns and so on.

The difference from testing out at only being able to charge $97 versus $297 for a similar product or service is authenticity and earned trust.

Actually, this discussion could fall under the umbrella term branding. That is, if branding hadn't been reduced to the most superficial level of style and near meaningless hype or pointless entertainment.

Yup, John.

Branding is a GREAT place to put it. Creates longevity!

I had ANOTHER guy call me this afternoon just as I walked off the platform at a speaking gig. In the process of the conversation, he said, "I've been watching what you write, how you write it, what you say, how you sound, the things people say about you, and the products you put out. And, I can tell you're for real. You really want to help people."

Now, again ... it sounds like I'm just bragging. Certainly part of me feels really good hearing these things coming back. (you should see my chest stuck out right now ). It's fruit from how I've tried to live my life and do business.

(I'm far from perfect)

But, I really believe if you give, give, give ... you get, get, get. But, you gotta give before you get.

Service to humanity is man's greatest work in life. We get our greatest reward serving other people.

GETTING TOO TOUCHY, FEELY?
HOLD THE PHONE...

I'm ULTRA profit-driven. Don't get me wrong.

But, I think GREAT companies (not hit and run marketers) are built on a set of values that INCLUDE the client's best interest.

Wanna know the kicker?

The guy who called today and said all that signed on for one of my $10,000 programs. It PAYS to be REAL!!!! I didn't have to do diddly to "sell him."

(and you're right John - it was his 2nd purchase).

As one recent notable example shows, this idea of authenticity is not an easy one to understand. In other words, I don't think we can leave the topic with a knowing wink and leave it at that.

Also, quite a few people are authentic (in person) but mess up their copy with the mechanics of gimmickry.

Here is some reading for the "authenticity challenged"

Coolness is optional, authenticity is not

Pizza-Guy Marketing – How To Turn A Slice Into A Lifelong Customer

Marketing has a marketing problem

Authenticity -- Taking Marketing to a "Different" Level

Your pizza guy reminded me of something, and I thought I'd chime in.

Long ago, right after I first got married, I ran pizzas at night to make enough money to buy baby formula. My boss only owned the one store that I worked at, but he was pizza eccentric. Ultra penny pincher too...he got tickled pink when ever he found a copper coin on the ground.

He ran a tight store. Never stopped moving, always was one step ahead of himself. If ever he saw drivers (that would be me) with nothing to do, he'd send us out to hang coupons on people's doors.

At first glance you might think him a PITA boss...but he wasn't at all. He'd lend money to his employees if they got ahead of themselves, and let them pay installments through their paychecks (no interest, of course). That's not the best example I can think of, but it's the most typical.

He was a nice guy all around. He treated every one, from employees to customers, to beggars on the street with respect and dignity. In my green days of earning my own way, I admired him...and maybe even idolized him.

By the time I stopped delivering pizzas, he owned two more stores. He had bought all three of the stores when they were losing money, and had started turning profit within three months of owning them. If any employee showed a good team spirit and some loyalty, he was just as loyal right back at them. He truly understood the value of working with good people, and I don't think I ever heard him tell a lie.

By the time I left his employment, I really wanted to be like him...I mean I wanted to be an entrepreneur. And I wanted to work with people like him too--which is why I love writing for other companies instead of for my own products.

Meeting people like that and dealing with people like that is inspiring...and I think this is the backbone of a good society.

Last time I checked, he owned something like twenty-something stores.

I mention all this because I wanted to point out that the things talked about in this thread are more than just self serving. They have these awesome side effects that help other people and serve to motivate them toward a better life.

Eric,

That's a wonderful story. Thank you for sharing it. And I'm glad your boss prospered.

Regards,
Marcia Yudkin