I’ve learned a lot from watching TV recently. ¬†Republicans hate Democrats. Democrats hate Republicans. We all hate taxes and airline fees, and half of us hate Kim Kardashian. But I digress… back to those crazy politicians. In the midst of all of that hating, there are important lessons to be learned:

  1. Sometimes you can motivate people to do business with you once by telling them how terrible your competition is. But, you’re much more likely to gain a loyal customer or client by SHOWING THEM WHY YOU’RE BETTER than your competition.
  2. Rarely is negative marketing a good idea. Just like the song says… “Accentuate the positive, eliminate the negative.” Tell people what you’re doing right, not what others are doing wrong.
  3. You can’t stop others from putting down what you do. But, you can do your part to make sure the only words and images you’re associating with your brand are positive ones. Even if you say, “While our competitors have slow customer service and sell cheaply made products, XYZ Enterprises responds quickly and sells only the best!”, you have still put XYZ Enterprises in the same sentence with “slow customer service” and “cheaply made products.”
My point? YOU need to be the chief campaigner for your business. Make sure people know who you are and what you do well. Cite your accomplishments and qualifications. Tell people why your solution is going to help them. Then show people that you will work hard to maintain your reputation.
Once you’ve done that, you can add to your “campaign staff.” Ask for referrals. Collect video testimonials to let your clients speak to your success.
A campaign isn’t won by pointing out the other candidate’s flaws, and clients aren’t won by associating negative words and thoughts with your brand. Be your chief campaigner. I’m not telling you anything new, but it’s important to make sure your business’ campaign hasn’t gone off track.
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