Pam Johnson-Bennett, CCBC

Certified Cat Behavior Consultant
Nashville, Tennessee

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Don't Lose Sight of Honesty and Sincerity When Marketing Your Business

In this age of online network marketing, social media, and all the other online ways to get your business name out there, I’ve come across a disturbing trend among some business owners: blatant insincerity.

Written Apr 11, 2010, read 2559 times since then.

In this age of online network marketing, social media, and all the other online ways to get your business name out there, I’ve come across a disturbing trend among some business owners: blatant insincerity.

When it comes to using the internet to market my business don’t get me wrong – I want to compete and I want my business to do well but I’ve seen a large number of people display such blatant self-promotion poorly disguised as discussion participation on a list or on a personal Facebook page, to name just a couple.

Using Comments for Advertising

I’ve read in articles that one way to get your business name out there is to comment on others’ blogs or articles so you can add your expertise and at the same time promote your business. That in itself is an excellent idea if you have something valuable to add to the discussion but I’m seeing more and more people just add their business information in the comments section or making a lame attempt at a comment in order to fill the rest of the word allowance with their sales pitch. If you’re going to use this as a promotional tool, make sure you’re adding to the discussion and offering something of value or else you end up looking like someone too cheap to pay for your own advertising.

Facebook

Facebook is an amazing networking and promotional tool if used correctly. There are lots of great articles here at Biznik that cover proper etiquette but one thing I haven’t seen covered is the insincerity of posting blatant advertising pitches on others’ personal Facebook pages or commenting on someone’s status updates just to get your sales pitch in.

Testimonials

Everyone loves to receive testimonials for their business and you find them all over business websites, brochures, print ads, radio spots, and television commercials. How many of them are real? While at a veterinary seminar a few weeks ago I heard someone in the veterinary-related field brag about how they got friends and family to provide quotes for their website and that’s how they defended their testimonials as being “legitimate.” As a consumer, when I read that Carol from Cleveland says that Product X is “the only product I trust to use around my newborn baby” I wonder if there really is a Carol or if there is, perhaps she’s the sister of the product manufacturer.

Product Reviews

I am an author and am very aware of how book reviews can increase or decrease sales. In addition to reviews by professional critics there are lots of customer reviewers out there who can freely post to Amazon and other online retailers. Even though not all customers post glowing reviews for my books I love that they can share their opinions. As an author I need to hear what consumers really think about my work whether it hurts my ego or not. As a consumer I have often chosen to purchase or NOT purchase a book or product from Amazon based on the customer reviews. I’ve had to be very careful when reading them though in order to try to decide which ones are real and which ones were planted there for sales promotion. In my field I know of a few authors who have bombarded Amazon with false reviews from friends who spoke so highly of their books. Ironically, the few real customers who came on the site to review as well commented on how the books didn’t measure up at all to the insanely over-the-top positive reviews. As a result, the real customers wondered whether the previous reviews were planted.

We all want to be wildly successful and be known as the best in our field but in my opinion, it’s not worth compromising your ethics and integrity. Use social media, online marketing, and other online opportunities, yes, but don’t cheapen the value of your company or service by crossing over that ethical line. Always take the high road and your business will rise above the rest.

Learn more about the author, Pam Johnson-Bennett, CCBC.

Posted by Alan Bannister, Fulham, London United Kingdom | Apr 12, 2010

I totally agree Pam - people increasingly prefer to buy from, deal with, and work for, ethical, right-minded organisations.

Cool cat, too!

Alan
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 12, 2010

Thanks, Alan.
Posted by Kevin Simcock, Vancouver, British Columbia Canada | Apr 13, 2010

Great points Pam, I totally agree.
Posted by Julie Weishaar, Nanuet, New York | Apr 13, 2010

Pam I totally agree with you and have seen way too much self-promotion where it doesn't belong. I mentioned this on another article (I forgot which one) that there was a man who was called out on a Linkedin discussion for using the platform solely for self advertisement. Your article lends credence to the fact that we all have to be very careful in deciding what to believe (or not) on the Internet. Just because someone wrote it - doesn't make it true. With regards to your comment about recommendations and testimonials - I was researching Full Sail and found a few posts about how they have Full Sail employees post the recommendations. I wonder which one is true - the recommendations or the posts about the recommendations being bogus.....

Thanks for your insights.
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 13, 2010

Julie, thanks for your comments. It does my heart good to be connected to people who feel integrity still matters in marketing.
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 13, 2010

Thanks, Kevin.
Posted by Judy Dunn, Seattle, Washington | Apr 15, 2010

Great tips here, Pam. I always smile when I see the self-promotional blog comments with links to sales pages. And they really think that most people are going to be interested in them enough to click through? I think that most of us are more savvy than that. I understand the SEO aspect but, still...The times I actually visit the site of someone who has commented on one of my blog posts are when they have had something interesting to say, enough so that I became more curious about who they are.

On testimonials, they can be a very powerful tool but you are right. The trust level has to be there and people have to know that a real person is behind the quote. We use first and last names and business names (with permission, of course.) I also like the ones I see that have photos with them.

All good points to ponder here, Pam. Thanks for reminding us that integrity matters.
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 15, 2010

Judy, I totally agree about how to use testimonials. I have more belief in the ones where first and last names are used and/or company names. I think going the extra mile and using the person's photo is excellent as well. I think it elevates your use of testimonials above all the "iffy" ones that may or may not be legit.
Posted by Rob Barreda, Katy, Texas | Apr 15, 2010

Great article Pam.

One thing about sincerity and "being real" on Facebook, blogs, Linked, etc. is that most people (especially the Y and Me generations) can see right through (i love how you put it) "...poorly disguised as discussion participation..." .

I don't think it's so much a matter of ethics or integrity in marketing (although that is certainly to be considered) but more of business survival communication because the younger generation, which is a huge majority of those on the internet and becoming the new market, is keenly aware of posers and used car salesmen.
Posted by Susan Strick, Seattle, Washington | Apr 15, 2010

ideas worth saying and well said! thanks, Pam!
Posted by Roy Pyatt, Vancouver, Washington | Apr 15, 2010

Pam,

Sincerity is so critcal. Well said. A marketer's insincerity is painfully obvious to potential customers. When a business owner is rude, insincere, or not friendly, I often walk away, even if they have the better "deal."

Roy
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 16, 2010

Rob, Susan, and Roy, thanks for your comments.

Roy, I have also walked away from rude business people do matter how sweet of a deal they offer. It's especially important when I'm with my children to show them that bad behavior shouldn't be rewarded.
Posted by Tom Dealy, Snohomish, Washington | Apr 17, 2010

Pam, I thought I was new to this marketing game, then I read your article. Seems I'm not so new to this marketing game after all.

What you wrote is what I've been dealing with for a number of years in prior companies. So I left yet another company. Please don't take this wrong, but how do I say, I started my own company to make a difference for the client, without self promoting on your aticle?

Honesty is the best policy. Too bad the Goverment has not figured that out yet.

Thank-you for your honesty, it's a breath of fresh air.

Tom
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Apr 18, 2010

Tom, your reason for starting your own business is why I chose my career path as well. I wanted to do something that really helped people and their animals. I also need to be able to go to sleep at night knowing that what I did during the day was done with honesty and integrity.

I wish you the best with your company!

Pam