Think about the people you do business with and the brands you care about. Are you drawn in by their advertising or their marketing story?

That full colour advert in the Sunday supplement is a tactic. So is the expensive, shiny new website you’re having built and those letterpress business cards you spent a fortune on. Tactics help you to communicate your message. Real marketing makes it stick.

Real marketing is built into what you do and why you do it. It’s part of your story, something that you do organically when your business is aligned with your mission and values. Kept promises, free returns, getting back to people, clean tables and attentive staff are your real marketing. Real marketing creates an impact, leaves a lasting impression and is as powerful as a smile.

How are you making real marketing work for you?

Image by zz77.