This week we have been speaking to past clients about their experience of meeting a mentor. This is in preparation for our tenth anniversary event. First responses have been very positive. ‘practical, honest feedback’, ‘no expectation or judgement’, ‘low risk – not like talking to a bank manager’, ‘I could be myself’. They wondered “what’s the catch?”.
It’s the new best thing in marketing…..or is it?
Actually I think that is probably the wrong question. It is not so much about the media you use to get your product/service to market, it is more about the way that you do it.
The culture of marketing has changed I think. In years gone by if you told people enough times, then they would believe whatever was said. The more it is said, the more it must be true. Nowadays people are much more wary of direct advertising. It is rightly much less effective. People are more discerning, I would say.
There is often a fine line between the commercial side of the business, where money is an objective, and the principles we hold as important, such as being fair, courteous and respectful. Our behaviour along one side of this line and the other often depends on how financially secure we feel. Being desperate for funds pushes us towards a more commercial angle. Our behaviour is often affected by what others say or do, which sometimes makes it okay to take advantage of others.