Marketing would be unnecessary if you had perfect products with perfect understanding and trust.  The job of marketing is to fill this gap and build the understanding and trust.  Too often, brands want to work on the mechanics to snow the buyer rather than connect with credibility. The buyer’s radar is up high because like you, we have all been lied to.  Scammers, salesmen and, yes, marketers, use tactics that substantive brands have to create an illusion.  They want your money and attention, thus, they do what it takes to mesmerize and persuade.

Credibility is the harder road.  It requires a track record and value that has been thought through.  It is elusive for posers.  Credibility means that you have a track record and there are delighted customers who sing your praises.  It is the art and science of bringing value consistently with delight.  It is what makes me believe that you are worthwhile of my attention, dollars and fanfare.  In a world of too many shortcuts and gimmicks, it may be your saving grace for competing and standing out.

Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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