Shameless self promotion is only one of the many methods that can be employed to reach towards your goal. Strategic alliances, thoroughly-researched public relation blitzes, and word-of-mouth are a three-prong combination that has propelled many a company (and individual) to greatness.
Yet, for all the companies and individuals who’ve become well-known through favorable means there are a hundred more that are willing to do it by any means necessary. Even some of our favorite companies have ad campaigns intended to undermine their closest rivals (Burger King vs. McDonald’s, Church’s Chicken vs. Kentucky Fried Chicken, etc.).
The good news is each of us gets to choose.
If your method of marketing is paved with bashing your competitors be very careful. Especially if you’re bashing is unmerited and untrue. You never know when what you’ve sown into the atmosphere will come back to haunt you. It may be in your companies infancy however, it may be once you’ve finally found a measure of success. Usually it is at the most inconvenient time. How horrible would it feel for someone to attempt to destroy your business, your family or your reputation on false accusations?
As much as I hope for personal and professional success I’m still eager to make sure my character outshines my whitty catch phrases. For it is my character that will ultimately establish my long term success. Years of consistency, patience, and hard work presented in truth are what great marketing is built on. It is not easy. It is not always fun. Yet, at the end of the day it is a lot easier to market a winner with a winning attitude and a winning track record. Especially if that winner is humble and focused on what they have to offer instead of what flaws their competition possess.
So when you are thinking about your next marketing strategy make sure the product you’re marketing gets most of the attention (not your competition). You never know who you may offend if you engage in a heated marketing battle. Keep developing your product and character and your success will market itself.
Helen Keller once penned: Character cannot be developed in ease and quiet. Only through experience of trial and suffering can the soul be strengthened, ambition inspired, and success achieved.
For further reading, follow the link below to the other articles in this series.