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Reputation linked to “the immediate jewel of their souls”

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Posted by , 14th July 2020

Othello (The Tragedy of Othello, the Moor of Venice) written by William Shakespeare is the inspiration for this post. Photo by Ingeborg Gärtner-Grein on Unsplash

“Good name in man and woman, dear my lord,
Is the immediate jewel of their souls:
Who steals my purse steals trash; ’tis something, nothing;
’twas mine, ’tis his, and has been slave to thousands;
But he that filches from me my good name
Robs me of that which not enriches him, 
And makes me poor indeed.” 

William Shakespeare, Othello

A good name, one that builds a solid reputation is vitally important to success in business and life. 

Whether it be for a person or an enterprise, as Shakespeare highlights so beautifully, without that quality “it makes me (or us) poor indeed.”

A good reputation opens doors. It can also help you negotiate favourable terms. 

For me, it helped me to obtain tenancies with exhibition venues on a “free” period. This favour enabled me to test launch new events without needing to pay a hefty deposit to the chosen venue.

The venues in question knew that I was a good bet when it came to getting new events up and running. I had a “good” name in organising circles. 

Acquiring a favourable reputation is the result of repetition as in repeatedly doing things or acting in a consistent manner.

There is no deviation from a high standard no matter with whom you are dealing. 

People have to know they can rely on the same high level of service, trust or whatever other qualities on which your name and reputation stands.

The same principle applies to your marketing. Consistency of message is vital. 

It doesn’t mean that all of your promotional materials have to say the same thing. Instead, it’s the underlying value offered that must resonate consistently. 

Will this stop filching by your competitors? 

No, but it will make it harder for them to succeed against you. 

They may copy some of your tactics, but unless they walk the talk as you do, they will not “make you poor indeed.”

To reduce the risk of reputational filching in your direct marketing and exhibiting, let’s put our heads together. 

Let’s create “the immediate jewel of their souls” for your business. 

To discuss an upcoming campaign or project, email david@exhibitorsonly.biz  

Takest not my word for it…

“David O’Beirne not only writes copy that produces excellent results; he quickly identifies the essential elements in a sales or marketing proposition. That’s a compelling USP because those insights are an invaluable asset to our business.”

Paul Dunne, Director, Mayton Media

Posted in B2B Marketing  /  Copywriting  /  Direct Marketing  /  Trade show marketing

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