Advertising

The battle for a business that runs well and a business that thrives is the ability to match the outside perception with the inside reality. Treat your staff as well as you do your customers (or better!) to create an atmosphere where anything is possible.

Your outside perception is what you what you want people to beleive. It is what your advertising tells them.

How close is your actual running operation (inside reality) compared to that? Customers sense resentment, fear, doubt and all the other problems that slow, stall or stop business. The more you make the inside reality match your outside perception, the more your employees will “buy in”.

But first you have to buy in. All in. All the way. 100%.

Big wigs lead the charge. If you aren’t comfortable with what marketing is preaching, make it right — now! So that you can (and will) buy in.

The only thing in the way of your people’s success is you.

Your product is not what you sell. It isn’t the thing-in-the-box. It isn’t the quality of the thing-in-the-box either. Or how the thing-in-the-box is better than your competitors things-in-the-boxes. Your product isn’t even the experience of using the thing-in-the-box!

Your product is the experience the customer has after they are done using the thing-in-the-box: satisfaction, wealth, belonging… Your product is as intangible as the idea it came from! Your product is a feeling.

What feeling are you selling today?

Is it in your advertising? How is it reflected in your brand?