Even the best-written copy and slogans will do very little good when you are projecting unconscious messaging that is contrary to them.
The main difference between a brand and propaganda is that the former is meant to be rooted in the truth about what you are, whereas propaganda is to hide or whitewash the truth that you don’t want the people to know about.
“Like attracts like,” or “birds of a feather flock together,” is a timeless axiom.
This principle holds true in the world of business as well.
Beware of your subconscious and unconscious messaging, especially if you are wondering why:
- You are having a hard time attracting customers
- You are having a difficulty being “taken seriously”
- Your prospects are “flaky” and never follow through, resulting in lost businesses and wasted time
- You feel like customers are always “cheating”
Very likely, these phenomena are reflections of what you are:
- You are repelling customers for some unspoken reasons (and make endless excuses for doing so, sometimes such excuses are conveniently cloaked behind something like, “Oh, these aren’t the ideal customers that I want.”)
- You are not taking yourself seriously because of an inferiority complex, or even because you aren’t really “all-in” on your business
- You yourself renege on most things that you offer or promise to others, allow your mood and emotions to dictate your behaviors, and you do not have a “stick-to-it-ness” to follow through on your own commitments
- You yourself cheat others
You set the tones of your business, and people who do business with you adapt to the tones accordingly.