Authenticity means trust and having integrity, and that applies in your workplace culture and even in your own life.
John Gregory Olson and Jayme Soulati tackle this esoteric topic and try to put some arms around its definition with examples of those brands that have lead us all astray with lack of authenticity.
The co-hosts spend some time dissecting the Wells Fargo debacle and discuss other brands that have recently had run ins with lack of authenticity, too.
When you think of authenticity, it begins with self. Once your authentic self is established, then you need to present that in various settings that may require a blending of core values with workplace culture.
There are so many angles to this topic, and the most important one is to understand the definition of authenticity as it relates to you -- where you live, where you work, and where you're going.
Tiny Abayomi-Paul has cancer, and she's not afraid to say so. She's also one of the most intelligent entrepreneur marketers in the Heart Marketing Community and beyond.
This episode is her story and our gift to her to more widely share that story and help make the ask for Tinu to fund her cancer treatment. This is a cancer fundraising story with a marketing twist because our friend, a marketer, needs your help, please.
Tinu has a page at Give Forward that her friends set up. She shares images of chemo and rest days, and she shares updates of her progress. Regardless, her journey ahead is a rough one with uncertainty over how much energy it will take to heal while attempting to find the funds to pay for the treatment and without ability to service clients in her business.
Tiny has given John Gregory Olson and Jayme Soulati the opportunity to share her story, raise the awareness about the cancer conversation, and to invite our peers to help a marketer in need.
We, John and Jayme ask politely if you'll do that? Will you please Give Forward to help Tinu Abayomi-Paul meet her fundraising goals for medical necessity?
Any of us who go it alone as the sole or primary breadwinner in a family are fearful of the what-if situation. That's why, when Jayme heard Tinu was ill and in need, she immediately invited Tinu to the show.
What is the name of our show? The HEART of MARKETING. We could not say no to this heartful story of a marketer who is fighting cancer.
Give Forward
Hang on to your seat, #RockHot listeners! This episode of the Heart of Marketing, our 90th, please note, is chock full of rabbit holes, a sound bite from a thought leader you may recognize from the marketing realm, discussion about what's behind the PPC click, how customer shopping is driving marketers crazy...AND...what do we mean by higher purpose in business?
Whew. Seriously.
Jayme Soulati, cohost, raises points about small businesses that decide to launch PPC campaigns without purpose. The problem becomes that lack of substance behind the click due to the lack of strategic purpose in developing the campaign to begin with.
John Gregory Olson, cohost, raises a Millward Brown study of the top 50 fastest growing brands and shares how many bring value and purpose to customers.
At the very end of the day, we ask 'why.' Why is your business a business? Why do you do what you do for customers? And, why are customers delighted about your product and service?
Purpose-driven business is not just purpose-driven marketing. It goes deeper, and that's why John raises the 5 Pillars of Heart Marketing in this episode.
If you take anything away from this episode besides John razzing Jayme into fits and giggles, you'll ponder whether your business is managing to a higher purpose.
(Do take a look at John's link about higher-purpose customer service; the link is accessible via his name above.)
One of our synergistic items is the fact that Jayme Soulati and John Gregory Olson have both worked directly in legal marketing. Jayme was a consultant with LexisNexis and Thomson Reuters for 12 years total, and John worked directly at Thomson.
Each stint was oriented to software marketing and working with influencers to promote the brand without promoting the name of the brand!
The opportunities for legal software marketing are endless, and in this episode with a B-to-B bent, we explore many:
Case studies
White papers
Blogs and tips series
Annual meetings and tradeshows
Association thought leadership
Speaking engagements and presentations
See? Each of these tactics on their own can be inserted into your own marketing strategy with ease.
B-to-B marketers still regard their challenge as different from B-to-C marketing. It very well may be; however, we're hopeful you'll find these suggestions helpful in boosting your own strategy to get in front of customers. If not, give us a shout!