What Brad Burton said in his book; Life. Business: Just Got Easier about how you show up in business and whether your actions are congruent with your brand really resonated with me.
Brad tells the story of a Financial Adviser whose marketing message was that he was the “leader in wealth creation in the UK”.
One day, Brad gets in this guy’s car, and the “service due >5,100 miles” light is flashing.
Brad assumes was that the guy can’t afford to get his car serviced on time.
“He can’t be very good at wealth creation.”
You and i both know there could be 100 reasons why the service was overdue.
But that doesn’t really matter.
The point is, the prospective customer (in this case Brad) thinks the guy can’t afford it, so the damage is done.
How do you show up in business?
Ask yourself what you’d believe about each of these people? Imagine they’re pitching for your business…
- A copywriter whose writing contains errors?
- An image consultant who has no sense of style?
- Someone promoting a system/business that will make you a “ton of money” but who has a job, employed full time?
I bet that your first impression would be to mistrust and disbelieve each of these people?
As the old cliché goes, “you only get one chance to make a first impression”!
The copywriter example is a red herring.
I added it because I want to explain a second point and I am going to slightly contradict myself lol.
Sometimes – or at some point in your business growth – you won’t give a shit if people make assumptions, because their assumption is based on flawed logic or their limiting belief.
In that case, the simple fact is they’re just not your ideal client.
Because here’s the thing…
Some of the best copywriters in the world (and I’m defining ‘best’ as meaning ‘write copy that makes millions of pounds in sales’) are dyslexic.
The potential client who judges the copywriter with perfect spelling and grammar as being better than the copywriter who writes “would of” instead of “would have” and their copy sells 10x more is making a costly mistake prioritising the wrong metric.
Take a step back and look at how you show up in person – and on social media – and ask yourself whether you’re unwittingly causing your prospective customers to doubt or mistrust you.
Put yourself into your prospective customers’ place and check if there is any aspect of how you show up that is inconsistent with your brand message.
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