Harry Beckwith, bestselling author of Selling the Invisible, said it best: “People hear FROM bad companies, they hear ABOUT good companies.”
Scott Ginsberg, the guy that has worn a name tag for the past 6 and half years, gives a good definition to measure up to for your marketing.
See, when customers hear FROM you, it’s usually via:
Cold calls.
Direct mail.
Advertising.
Email spam.
Fancy-schmancy, four color brochures.
Articles About You:
Articles quoting you.
Someone else’s blog.
Conversation about you.
Email recommendations.
How much of your marketing is from you opposed to about you? From you tends to be easier since it only cost time and money. About you requires something bigger than time and money, it takes something worth talking about.
