A wise woman once said:
“If it’s going to have my new last name attached to it, it has to be right. It should be clean, simple yet sophisticated or I will have no parts [of it].”
~ Christi Leveille.
My wife made this statement as we considered marketing strategies for the law firm, to include print and web materials. Although I agreed with her statement, initially I took pause and was borderline offended at her need to convey the statement in the first place. I thought to myself, ‘what other way would it be done if not the right way?’ I thought ‘wait…is she trying to tell me something?’ [Insert side-eye emoji here]. However, by Christi speaking the often unspoken, it led me to a deeply profound revelation. And the revelation is this: sometimes we simply need to be reminded of what we consider to be basic principles. Sometimes we need to be reminded to show gratitude, to think bigger, to share the juice (Christi, I hear you).
With that consideration, here are 3 basic principle tips for marketing your business:
- Don’t Hate
Basic principle tip #1 is do not hate on the competition as a means of differentiating yourself. And by “hate”, I mean defame or slander. You can easily find yourself in a civil lawsuit for making derogatory statements about your competition. You can be found liable for defamation if your competitor can prove you attempted to discredit their name or reputation by means of false, malicious or derogatory statements. This is true whether the statements were verbal or in writing (i.e. email, Facebook, twitter…be careful). Although we all have the constitutional protection of free speech, that protection is not a license to bad mouth the competition. Take the advice of that mother or grandmother and say nothing if you have nothing nice to say. A little humility may keep you out of court.
2. Don’t Overstate
Basic principle tip #2 is do not overstate or misrepresent your goods or services. Making false promises you have no intentions of keeping can be costly to your business. Misrepresentation is a statement of fact that is not consistent with the truth. Holding yourself out as an expert in a particular field when you are just getting started, promising on your advertisement that you can get the job done in 10 days when it will take you 10 months, marketing professional licenses you have not yet obtained are all by definition misrepresentation. Misrepresentation does not have to be intentional for you to be found liable. To be safe, you should always say what you mean, and mean what you say.
3. Don’t Procrastinate
Basic principle tip #3 is do not procrastinate in promoting your great idea, goods or services. When it comes to marketing, it is often imperative (considering the nature of your business) to ensure your brand and its ingredients are protected prior to your big reveal to the world. Protect your secret sauce by way of patent, copyright, non-disclosures, etc., before sharing the recipe. However, you do not have to wait until the stars are aligned to begin sharing your unique brand. Don’t be afraid to put yourself out there while pursuing your vision.
When marketing your business, let good-old nuggets of wisdom/ basic principles be your guide. And if you can’t think of any, get someone on your team who will speak the unspoken and remind you of the same.
Disclaimer: This blog is written and published by The Law Office of Keven Leveille, PL for educational purposes only, not to provide specific legal advice. The information provided by this blog should not be used as a substitute for legal advice. The information in this blog should not be used to determine how your legal case would be resolved and it does not establish an attorney-client relationship between you and The Law Office of Keven Leveille, PL. Such an attorney-client relationship can only be established by execution of a contract for legal services between our firm and a prospective client.
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- Don’t Hate, Don’t Overstate, Don’t Procrastinate ~ 3 Basic Principle Tips for Business Marketing - October 13, 2015