This blog is supposed to be a resource for our customers, both current and potential. We have articles about Coupon Advertising and Brand Advertising. We talk about getting ROI on your advertising, tips for Insurance Agents, Realtors, Restaurants, Dry Cleaners, and Auto Shops.
There is an awful lot of information out there about how to advertise your small business. But as Stephen Covey, author of The 7 Habits of Highly Effective People, would ask, how do you put First Things First?
Michael Gerber is one of my favorite authors. In his E-Myth series, he explains that there are a number of "myths" about entrepreneurship. Foremost, is the idea that small businesses are started by people deciding to risk capital to make a profit. It is about someone "finding a need" and delivering a solution. It all sounds very calculated and wall-street-esque.
Beyoncé (another Beyoncé) has decided to drum up some new customers for her Lemonade stand. So, she sends out a great offer for her fans to get two glasses for the price of one! However, being the savvy business woman that she is, Beyoncé knows that the real profit for her is in repeat customers, not one timers. So, she sends out a ton of coupons for just three months, let's everyone know about it on Facebook, and sits back making plans to spend the incoming profits on another great cause!
There is a balance that must be struck when advertising. On the one hand, businesses need sales to survive, on the other, customers look to enrich their lives in some way. The business wants more profit, the customer a better deal. The business may know the best solution, the customer may not want to be “sold.”
To navigate this dichotomy, you need a moral compass to help ensure that while you may stray from the path, you will always be able to find the right direction. Core values for advertising may, at one extreme, seem redundant or at the other extreme, trivial, and yet they are essential in today’s advertising market. For example, the coveted millennials market is primarily reached through transparency and authenticity. According to a 2016 Gallup poll, “Yes, millennials want to be healthy, but they also want a purposeful life, active community and social ties, and financial stability.” While your business may target older or younger demographics, trust and long term relationships are still a winning combination.
The following core values will help you stay true to your customers and to yourself.