Authenticity: it’s a different message than you normally receive from businesses. It doesn’t consider demographics, market share or the latest trends. Authenticity is concerned about what’s real.

So, what is real?

Well, for each of us, it’s something different. For me, it’s love, integrity, honesty, passion and a commitment to making an impact on the world. Sounds good, doesn’t it? My core values resonate with most of the people I meet. But what does this have to do with marketing?

As it turns out, everything. It used to be that marketers were in control of the process – they would invent a product, define the statistical groups most likely to buy (their target market) and provide the reasons they will buy. With the positioning wrapped firmly around the product, they would “communicate their message” through every known advertising channel (a.k.a. bombarding you with ads). It’s hard to believe that ever worked!

It doesn’t work now. When you market to a statistic – like an income bracket or an age group – you aren’t talking to a person. Imagine you saw an ad that said:

Dear White Male, age 35-50, earning $75,000-$100,000,

You need our product or service. We have created this just for you. All your friends will have it.

You should want it. It’s cool. And sexy. Buy it.

Sincerely,

Company X

“Wait a minute,” you are saying, “I would NEVER talk to my customers like that.” No, obviously not. But, what are your actions saying when you create marketing material that targets markets instead of the people in those markets? You have categorized people and assigned characteristics to them. It’s not very personal. Everyone that doesn’t buy from you knows it.

So how do you identify and connect with customers, if not by traditional methods? What makes a business an attractive partner? Well, that’s the question of the hour. (For me, it’s answered in the first three paragraphs of this article.)

Core values are the principles by which we live. And, we are attracted to those things to which we relate. When your business honors your core values, it is infinitely more rewarding. When your values are the tenets for which you stand as a company, you are more attractive to everyone who shares these values.

In all other matters, the Golden Rule applies: Do unto others as you would have them do unto you. Whether your are cold-calling, networking or placing an ad, consider whether you would personally want to receive the message in this manner. Consistently communicate your core values. Make sure your marketing and business decisions are in line with your values. Get the message out.

A business that honors the core values of its employees will most likely honor its customers as well. And loyal customers are worth their weight in gold.
 

About the Author

Heather Loftiss is the owner and creative director of Water Design Studio, a values-based marketing, branding and design studio. The studio helps companies find a voice that resonates, a message with meaning and a marketing strategy that yields results. You can reach Heather via phone at 281-466-4582 or via her website (linked above).