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When we think about getting our business rolling, one key factor that tends to be overlooked is ethics. Sure, we know that when someone buys something, we have to deliver. We know that the customer is always right and we know that sometimes, we have to try to see things from the point of view of those that buy products and services from us. However, ethics in business go far further than that.
I recently came across an interview featuring Russell Ruffino. While the interview primarily discussed marketing, I couldn’t help but think, “This is more of an ethical discussion than anything else.” Here are some of the key lessons in ethics that I have learned from Mr. Ruffino:
Get To Know Your Audience
Trying to sell someone something that they don’t need is more of an annoyance than anything else. In his interview, Russell compared traditional marketing methods to spam. Ultimately, many marketers are putting as many ads in front of as many people as possible, hoping to generate a sale. However, if you don’t know who your audience is, you can’t properly market to them. Without taking the time to get to know who you’re selling to, how are you going to find them to even try to make the sale? Getting to know your audience will not only create a better user experience for those that are seeing your ads, but it can also make you more money!
Don’t Run Your Business On The EVENTUALLY Model
There are several industries where the idea is that customers pay for a service that will eventually provide results. Marketing firms say it will take a while to get customers. Weight loss plans say that it will take a while to lose weight. Even eCommerce websites say that it will take a while to ship. However, in today’s world, consumers aren’t happy with eventually. In the interview, Mr. Ruffino said:
“First and foremost, we’re not going to provide results eventually. We’re going to provide them right now.”
He went on to explain that customers simply aren’t looking for an “eventual” solution to their problems. Therefore, to truly give your customers the bang they want out of their buck, it’s important to maintain a sense of urgency on your delivery of their products or services.
Spam Is Spam, No Matter How You Slice It
Everyone hates spam. It fills our inboxes, mailboxes, and if there was another box to put a message in, it would fill those as well. Unfortunately, too many businesses take the unethical, spam your way to success, approach. Sure, it works for a select few, but for most, it’s simply an annoying message that will not get read. Mr. Ruffino said it perfectly when he said:
“The first thing is knowing what you do not want to do. You don’t want to blast everyone with your messages.”
What You Should Take From This Article
The truth of the matter is that running an ethical business is a relatively simple thing to do. The first thing that you need to do is get to know who you are selling your products or services to. At the end of the day, if you don’t know who your customer is, you don’t know what your customer wants.
Once you know just who your customer is and the problems that they face, try to put yourself in their shoes. How does your product or service provide a solution to their problem? Perhaps more importantly, how does your product provide immediate rather than eventual value? If what you’re selling doesn’t provide this value, it’s time to reshape your product or service to make sure that it does. After all, customers want to get what they’re paying for.
From there, it’s just a matter of asking yourself one simple question before making any business decision. That question is, “Is what I am planning on doing going to have a positive effect on my customers?” If so, go ahead, make the change. If not, well, it’s worth keeping your customers first!
At the end of the day, poor business ethics may come out of some Fortune 500 companies, but even Walmart and other massive companies have been called out. For small businesses, poor ethics can cause the doors to close. So, keep in mind that with good business ethics comes the potential for success.
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This content is sponsored by Jeff Broth.
Photo: Pixabay
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