Quite a few marketing messages have been crossing my desk lately and they have been making me quite uncomfortable. Most have been like the following in some shape or form:
Double your practice in 90 days!
From $xx to 6 figures in 90 days!
Very catchy. Very persuasive. Elicits an emotional response. I get how powerful these messages are. After all, if you are struggling or are not where you want to be, it certainly hits the mark.
Perhaps it’s the sceptic in me, but I have problems promising things you can’t guarantee – too many variables and no real control over the outcome. These statements sound too much like broken promises about to happen.
As a professional who could perhaps make similar promises in my marketing, I would be terribly conflicted because at some level it would violate all three of my core values – authenticity, integrity and commitment.
I would be inauthentic if I spout marketing that I don’t believe in and it would challenge my integrity if I can’t deliver what I promise to, and lastly, how could I commit to something I can’t guarantee?
I know that the cost to me is less immediate conversions but I believe in what I do and I believe that the best clients for me are those who want to work with me because of my values. So, you will not find me promising to double your sales in 3 months but I do promise to challenge you, motivate you, develop your business skills and confidence so that YOU can double your sales in 3 months.
Sounds like the same thing? It’s not. The difference is subtle but most importantly it’s authentic.
Agree or disagree?