Unmet Expectation = Lost Opportunity
Yesterday, I was listening to an interview with a very smart-sounding marketing copywriter. It was all about trust, integrity–the stuff I talk about in this blog, in my award-winning book, Principled Profit: Marketing That Puts People First, and in my ethics newsletter.
Thinking that this was someone I needed to know, and thinking about all sorts of mutual-benefit ventures we could do, I went to the writer’s site.
And boy, was I shocked!
It was a hard-sell, blowhard, I-know-so-much-more-than-you snow job, and the only credibility builder was the very generous use of testimonials. Let’s just say I did NOT feel ready to trust him.
Well, guess who I *won’t* be approaching with any partnership offers. We’ll never know what might have been, because he led me in expecting one sort of thing, and delivered something entirely different.
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com