Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘credibility

I want to believe you

with one comment

001clemens2Credibility. As a marketing professional, there are few things that are more valuable to me than the concept of credibility. Certainly, clients look to me for experience, skill, and ability to execute, but if they don’t believe I will behave in an honest, responsible way, then they would never hire me.

Conversely, they want to demonstrate credibility to their customers and clients. They want to position themselves as a company that you can believe in, trust, and want to do business with. If they don’t think that I have those qualities myself, then how can I effectively do the job for them?

If you’re just starting out in business, you don’t have a name for yourself. Once you start conducting business and building a track record, you start to become defined by your past actions.

How do you want to be perceived? Do you want people to question your judgement and actions? Or do you want people to trust and respect you?

A great deal is learned about an individual when you study their behavior when they think no one is watching them. How do they conduct themselves? If you have the opportunity to generate additional revenue through an underhanded tactic, would you even if you knew no one would catch you?

Last year, I had a shoot in which I needed to hire an actress. She was wonderful to work with and did a great job. Recently, I had an occasion where I needed the same actress again. From the first shoot, I had all of the actress’s contact information. I could have hired her directly at a lower rate by bypassing her manager. That would have netted us more profit, but it would have been the wrong thing to do. While it’s unlikely the manager would have discovered the situation, it doesn’t matter to me. If not for that manager originally, I would never have found the actress to begin with.

Do the right thing at all times. You’ll be surprised at how that will come back to reward you.

Written by Jeff York

March 21, 2009 at 9:20 am

Are you being sterotyped?

leave a comment »

Well? Are you? Are you being stereotyped? Clearly, you are.

Let’s face it, people pre-judge us every day. People that we may have never met, that may not have heard us speak yet, have already made judgments about us. It might come from the clothes we wear or the way we carry ourselves. Hopefully, they have taken the time to talk with us a little. From what we say and how we say it, people make further judgments about us. For better or for worse, we are judged.  It’s human nature.

They stereotype us. And that can be good.

Let me explain. There are some things we have no control over. The color of our skin, hair, eyes are all items we have no control over. Whether people find us attractive or repulsive have some root in elements that we have no control over. However, essentially everything else we have full control over. From the way we conduct ourselves to what we wear conveys a great deal of non-verbal clues as to the type of person we are. Wear a nose ring and spiked hair and people may immediately discount you as unprofessional. Wear an expensive suit and people will think you are professional. Conduct yourself with confidence and people will instill a degree of trust in you and will want to work with you.

It’s all about building your image. Take a look in the mirror. Would you do business with you? Would you do repeat business with you? Do you project a degree of professionalism and confidence? If you were a business, what kind of business would you be? Are your competitors envious?

We have full control over these aspects of stereotyping that others project on us. Give some thought as to the image you want to project. Tie that into your efforts toward building a personal brand. If you’re coming up short, that’s OK. It’s not too late and today’s not too soon to start making changes.

What efforts have you made to project an image that speaks to your credibility? Have you built an image that’s helped you in your professional (or personal) life? What success stories can you share that we can all learn from?