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Executive Leadership Tips: Three Things Advertising Cannot Buy
Promoting a business is often the key to its survival. As Executive Leader, it is your responsibility to showcase your
organization in the best light. While advertising is the most direct method of promotion, it can only take a company
so far. Additionally, it can be expensive and does not always guarantee a boost in business. Here are three essential
aspects of business that advertising cannot buy:
A solid reputation for quality. Keeping your word, especially when dealing with deadlines, is essential for building
a solid professional reputation. Missing a deadline for goods or services (even by just a few days) can hurt a business,
especially a new one. Although unexpected difficulties may arise over the course of a project, keeping your word to your
customer or client is worth more than any money you would save by postponing a deadline. As an Executive Manager, you
want to do everything you can to keep your organization in a positive light. Consistency and reliability are the building
blocks of a good reputation, not only for your business but for you as an Executive Leader as well. A word-of-mouth reputation
for reliability will carry your company further and sustain it longer than any advertisement.
Motivated employees who provide sincere word-of-mouth marketing. Your employees are informal ambassadors of your business.
Nobody knows your organization like the people who work there, and nobody is better qualified to highlight the positive
aspects of the business than they are. The word of an employee carries much more weight than someone who has only limited
contact with your company. A positive workplace will be reflected in the enthusiasm of your employees not only as they
interact with customers and clients, but also as they talk about their jobs outside of the office. An organization with
a reputation for treating its employees well will attract more potential clients than one with a reputation for a troubled
workplace. It is the responsibility of the Executive Leader to ensure that employees are treated fairly and that the
workplace is efficient, effective and pleasant. This can lead to invaluable, free, and informal promotion from employees.
A network of professional contacts. No business can thrive in a vacuum, and Executive Managers need to have a solid
list of other professionals with whom they can work. Good standing in the professional community can open many opportunities
for your organization. Taking the time to help other Executive Leaders and other businesses is a smart way to expand
your professional network. This can take the form of volunteering time and business resources or becoming a mentor and
providing advice to other executives. Additionally, strengthening your business community can have a great benefit to
your own organization.
There are many ways to promote a business, but establishing a solid reputation with clients, employees, and other professionals
is essential. Keep your word to your customers, keep your employees motivated, and keep up with business professionals
in your community. This can sustain an organization and ultimately pay more dividends than any form of slick advertising.
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