The longer I consult (over 10 years now), the more I’m convinced that marketing effectiveness is directly tied to self-esteem. Results or the lack thereof come from the mindset you carry. For example, the belief that you are competent leads to proactive behavior, enthusiastic promotion, and increase creativity. In contrast, the belief that you are incompetent generally leads to procrastination, a drained attitude, and a lack of creativity.
Self-esteem affects individuals and organizations. A solo entrepreneur, vice president of marketing, or marketing manager will each be limited or energized by their inner beliefs. The same dynamic can affect entire organizations. You may have worked at a company where the pervading culture is an air of resignation, no desire to innovate, or an inability to overcome challenges.
Here are some samples of comments I’ve heard over the years from clients wresting with a low self-esteem:
- “I’m a terrible writer. Why write a weekly newsletter? No one will read it.”
- “We haven’t raised prices in years. If we do, all of our customers will leave.”
- “We tried giving away free samples. But, few people responded, so we stopped doing it.”
Contrast the comments above with the remarks below by clients I know who exhibit a high self-esteem:
- “I’m not the best writer, but getting better. I know my ideas can help people.”
- “Let’s raise our prices, because our value and expertise has increased. If some customers leave, we can replace them by launching new products.”
- “Our first attempts at giving away free samples didn’t go well. But, we tried three other ideas and one of them took off like wildfire!”
You are always the first customer you meet each morning. If you don’t believe in your products and services, good luck trying to convince other people. It’s possible to think your way right out of a sale by never believing in your competence as a marketer.
In addition, a high self-esteem instills an inner assurance that one can always learn new skills if and when needed. This perspective makes marketing feel like a interesting world to explore, rather than a dead-end street.
When you enter the office or start working on a marketing task, listen to your thoughts. Are they indicative of a high or low self-esteem? You never have to be stuck in negativity. Your self-esteem is under your complete control. Your customers experience the confidence or insecurity that you project.
What type of mindset are you marketing to the world?
“Mindset” image courtesy of samuiblue at FreeDigitalPhotos.net
