Do actions speak louder than words when it comes to marketing?
This week’s marketing tip video is a quick insight into the answer to this question.
If you look around you can see lots of examples of brands who have a focus on actions while others tend to be more about the words. But is it really a case of one or the other?
Consider these two examples, then watch the video and let me know what your thoughts are in a direct message on LinkedIn.
Pick a business type, do a Google search and chances are among the first few who come up they will proclaim to be the ‘leader’ in the market.
If you go to their website they may even have a bunch of logos of well known companies who they have apparently done some work for in the past.
Would these words alone get you over the line to do business with them?
It’s easy to say we have done work with these sorts of big name brands. The question is what are they demonstrating that is relatable?
Think about some tradespeople you have used in recent years. You found them, you are not even sure how (maybe a friend told you about them or they had a basic listing in the local paper), and they are great.
Try to find them online though and they are either not available to be found, or their presence undersells them. If you could find them (which is a big if), would you call them if their online persona is underwhelming?
Their businesses could be so much better if they told stories about the work they have done consistently.
The same is also true for many Professional Services based businesses. Their online presence is underwhelming to say the least. They may have some fancy pictures and list of their team and services on the website, but there is nothing that allows you to really get to know them. Look for some decent new content including on LinkedIn, and there is little to be found.
Think about, you need to establish a lot of trust to work with a professional services business who are going to take care of some significant part of your business that in many cases will have a long reaching impact. They tend to not be sharing content that shows you they know what they are doing. Instead any content focusses on selling (nobody wants that) or getting into technical details (which is what you would be paying them to do for you and therefore you don’t need to know).
It is an old saying – but is it true – do actions speak louder than words?
From the video
Today I want to talk to you about whether actions speak louder than words. It’s a very commonly used expression but is it actually true when it comes to your marketing. You know what? It’s not true at all.
The fact of the matter is you need actions and you need words. Marketing is all about telling people about things but you have to demonstrate it as well.
One of the bugbears that I have is people going out there and saying they’re a leader or saying they’re passionate about something, you actually have to show it but that doesn’t mean just going out and demonstrating it.
It does mean talking to people, giving a little bit as I’ve heard someone say, “Sprinkle a little bit of water so you can share your knowledge around with other people, but it doesn’t mean that you have to just do one or the other. They work together. They must work together.
Good marketing is about actions and words.
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