The Principles of Character Driven Marketing

© 2004 Tamara Lyster.  Do not reprint without permision

Much of modern marketing practice is superficial and artificial rubbish, motivated entirely by profits with little to no genuine regard for the people these profits are being harvested from.  The general public are becoming increasing weary of these false messages and are starting to look for alternatives. Businesses that don't realise and respond to this change are vulnerable to customer loss.

I have developed a unique approach that directly challenges many of the philosophies that modern marketing theory has been built on.  It's called The Principles of Character Driven Marketing ™.

It's about marketing a business and building a customer base on a set of values that are obvious, but all too often forgotten - integrity, honesty and honour. These are the core elements of genuine marketing.   The only kind of marketing that truly engages the hearts and minds of your potential customers, and leaves them feeling cared for, satisfied and understood.

The ultimate principle of character driven marketing is about being mindful of every thought and action, and the affect, impact and potential repercussions they will have on people.

The Complete Overview of CDM Principles

1. Always maintain a genuine attitude of integrity and caring. If you present a false facade of caring for your own gain, customers will eventually see right through it - and through you.
   
   
2. Have unflinching belief in the value and worth of the products or services that you offer, and in your competence to deliver them to the
   total satisfaction of your customer.  If you truly believe in it, so will they.
   
   
3. Strive to know your customers with the same degree of loving care
   and interest that you know your loved ones.
   
   
4. Be clear in the values and character qualities that you want to communicate to your customers in all your promotional activities.
   
   
5. Preparation is the key to success. Bear in mind the words of Abraham Lincoln....'If I had eight hours to chop down a tree, I would spend seven sharpening the axe.
   
   
6. Seek to attract people to you, rather than chasing after them.
   
   
7. Know what marketing strategies personally turn you off, and avoid
   them at all costs.
   
   
8. Make sure that you love what you do because this passion, or lack
   thereof, shows through in your marketing.
   
   
9. Take advice from others, but don't let them advise you against what
   your gut instinct tells you is right.
   
   
10. Present yourself as a leader, not a follower. If you're not a
    leader, why are you in business?
    
    
11. Be aware that acquiring trust means giving of yourself with no
    expectation of return.
    
    
12. Be a memorable person and communicate your personal principles in
    the way that you speak and write to your existing or potential
    customers.
    
    
13. Always remember that building any kind of relationship takes
    effort. If you can't be bothered taking the time to get to know your
    customers as individuals, your customer relationships won't last long.
    
    
14. Promote your business through specific methods and strategies that
    reflect the principles, and your genuine intentions to grow your
    business through caring for your customers.

About the Author:

Tamara Lyster is a New Zeland based Marketing Communications Professional and the author of The Principles of Character Driven Marketing™ interactive ebook package.  To download your free copy, visit http://www.tamaralyster.com/freeadvice.html

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