When we talk about marketing and advertising, we usually talk about social media, newspaper and trade publication ads, radio and tv ads, trade shows and the like. But none of these marketing tools are nearly as important or powerful as your reputation.
If you run a great business or do fine work and everyone knows and appreciates it, you’re on the right track. However, you don’t have to settle with just any reputation. Smart businesses set out to purposely build a specific planned-in-advance reputation. Decide what reputation you want people to know. Are you a top expert with ready answers; honest in an industry that is often less than honest; speedy among competitors that aren’t? What are you?
Pick a reputation that makes a difference to customers and start building it. If everyone has low prices, stress your high quality and outstanding service. If all your competitors are bad at answering email, make quick response your known reputation.
Advertise your reputation in all your marketing. Make it a headline on your web site. Put your reputation statement on your business card. Then follow through to back up your reputation and prove you deserve it.