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Wouldn’t it be incredible if that value? This is possibly why video in these few words: “No one cares
sense of being “real” would magically marketing continues to gain popu- how much you know until they know
carry over for the next 365 days? larity. People can both hear and see how much you care.” Being real is
Due to the increased usage of the ideas being presented. authentically caring about the other
technology, some have lost that Most people truly want to person across the table or on the
sense of being real. We have pre-re- connect with others. President Internet who is hearing or reading
corded phone messages with press 1 Theodore Roosevelt summed this up the marketing message.
for this department, press 2 for this,
or stay on the line for a represen-
tative. Usually, this is followed by,
“There is X number of calls ahead
of yours, please leave your number
and your call will be returned in the
order it was received.”
Or we have those voicemails, that
state, “Your call is very important to
me, please leave your name, number,
and a brief message. I will call you
back when I can.” Then the voicemail
is filled, and one can’t leave a mes-
sage, or the recipient never returns
the call. Of course, texting is always
another artificial action.
Being real requires an authentic
human connection. It takes time
and commitment to honor one’s
word. What this means is to engage
in conversations, return calls, and
follow through on your meet-ups
and plans.
Years ago, being real meant
your word was your bond. Author
Michael Cervantes is quoted as
saying: “An honest man’s word is as
good as his bond.” To be honest, is to
be genuine.
Returning to positive core values,
ethics, and morals, can create au-
thentic relationships. When a person
is not in alignment with his/her
verbal or written commitments, this
begins to build distrust. Remember
people buy from people they know
and trust, building distrust is the
opposite desired result.
To build trust, think about mar-
keting. Is it really a personal philos-
ophy or is it some script or method
given to you by some marketing or
sales “expert”?
One’s marketing is his/her
message to others about who they
are and the services/products that
most importantly showcase one’s
value. Yet, how many individuals
cannot clearly articulate his/her

NBIZ ■ December 2022 5