Marketing Mistake - Setting Aside Your Core Values

Posted by David Chism | Thu, Oct 29, 2015

 Marketing Mistake - Setting Aside Your Core Values
This post was inspired by a recent email I received from a friend and read­er of my blog after a recent post I wrote. I shared a video that had some valu­able tips for mar­ket­ing. There was, how­ev­er, a prob­lem with the video I high­ly rec­om­mend­ed” peo­ple watch. It con­tained a bit of pro­fan­i­ty, and I did NOT warn my read­ers about it. At the very least, I should have warned peo­ple that the guy used pro­fan­i­ty to get his mes­sage across and to watch the video at their own risk. My friend brought to my atten­tion that he was a lit­tle shocked that I would share this video and rec­om­mend it despite the pro­fane lan­guage because he knew it did not fit with my own Chris­t­ian val­ues. He trust­ed that my blog would always reflect good val­ues and he would not have to wor­ry about what I post. I dis­ap­point­ed him with my thought­less shar­ing of that video. He was right! He knows me very well, and he knows I am nor­mal­ly one who is care­ful about what I say, share and talk about and not let my mouth run wild. The good news is that I was able to remove the video and let my friend know I was sor­ry that it hap­pened and that I’d use bet­ter judge­ment in the future. I hope he’ll keep read­ing (and watch­ing)!

You will make mistakes,learn from themThe Les­son I Learned: Nev­er Com­pro­mise Your Core Values

Mar­ket­ing your com­pa­ny is every­thing you do, the good and the bad! It is how you answer the phone, respond to an email, and set up a job site. It’s your final leave-behind pack­age with a client and so forth. Yet mar­ket­ing is also the lit­tle things you do in your com­pa­ny that reflect your core val­ues. As a Chris­t­ian man, I try to run a com­pa­ny that is hon­est and trust­wor­thy. It is because of this that I try to pro­duce con­tent that is safe, help­ful and ben­e­fi­cial to my audi­ence, not crass. I learned a valu­able les­son from my friend who had the courage to call me out about my poor judge­ment in post­ing that video. The video had a lot of great things to say, but the guy who pro­duced it likes to use pro­fan­i­ty. I live in the real world and I have heard a fair share of pro­fane words over the years. So hear­ing pro­fan­i­ty is not nor­mal­ly a prob­lem for me. The prob­lem is when I then push that out to my read­ers and, in a sense, endorse it. So be care­ful when mar­ket­ing to your cus­tomers. Make sure you con­tin­ue to mar­ket in a way that is pro­fes­sion­al and that your cus­tomers will appre­ci­ate. They typ­i­cal­ly hire a com­pa­ny because they like and trust them. Do not dis­ap­point them by being some­one you are not just to get a point across.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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