Know yourself. Decide who you want to be. Be consistent.

Decide what values are most important to you. As one phrase goes, "wear it on your sleeve." Why not hold the same values in your business life as in your personal life and vice versa? Have high standards in all areas of your life.

I recommend: Do we all have to be like characters in literary works with character flaws that make us what we are while also leading us to our demise, kind of like the real life character of Eliot Spitzer, described as both a hero and a villain by some? 

We all make bad choices at times, some worse than others. That doesn't mean we can't learn to make better choices as we strive for higher standards.   Click on this link to check out a quick SRI Coaching video that will introduce you to a simple strategy for how to achieve just that.

Willingly provide full disclosure on factors that may influence you.

Even if you believe that you are being objective, it helps your credibility to call out any potential biases so that people can take that into account when making their decisions. (For example, you have every right to recommend products you like, but if you get a commission in addition then just call that out. Even if nothing unethical is intended, being up front about it will help you avoid raising a consumer's suspicion about something that truly isn't the case.)

I recommend: There is nothing wrong with companies, professionals, or individuals (such as bloggers) having partners, sponsors, or other affiliations.  Sometimes these affiliations can influence or prevent us from fully expressing certain points of view.  Full disclosure is all that is necessary.  For an absolutely thorough example of what a disclosure statement could amount to, check out Malcolm Gladwell's disclosure statement posted to his website. 

Just because you are socially conscious doesn't mean you have established trust, but it's a start.

We all define trust and ethics in different ways, and we all recognize when it's there and when it isn't. Companies need to meet their business goals in order to survive. That doesn't mean 'anything goes' in how you achieve those goals.

I recommend: There appears to be a growing trend with businesses wanting to appear more socially responsible.  Some of the terminology used to describe them include:  social entrepreneurs; not-only-for-profits; social marketing (referring to the more traditional definition, not meaning social media here); Bill Gates' concept of "creative captalism"; and variations on the theme for example "for-profit giving" and greenwashing.  Strive to do both, help others and also conduct business in a responsible way, too.

Target an appropriate market, but choose not to manipulate the message.

Have a clear message. Explain the features of your product or service (what it includes and how it works), but also focus on the benefits (what value they receive from their investment). Use advertising and marketing tactics that explain how your business provides a solution to their problem.

I recommend: Then give the consumer what you told them you would.  Be aware that consumers may get conflicting messages, such as from competitors or lobbyist groups.   Rent of buy the movie "Thank You For Smoking" to see an entertainingly clever portrayal of the life of a lobbyist.  Being able to spin an argument to support any point of view is a much sought after skill, use it appropriately.

It's not dishonest to sell. Relationship building is a just a different strategy. Don't abuse it.

Generally when someone learns to write sales copy, the formula is fairly consistent, mainly because it works. It goes something like this: Catchy headline; Credibility about who you are; Benefits of the Product; Why they must have it; Guarantee; Bonuses; Urgency; Call to Action; and How to Contact You. Whether it's for a website or for a TV infommercial, the format is very familiar. Many people are satisfied with the "As Seen on TV" offers and the widely recognized Billy Mays commercials.

I recommend: If the product is good, the formula works and people are familiar with it.  That doesn't mean abuse can't occur.  For example, even word-of-mouth can be manipulated.  The FTC has guidelines on "unfair and deceptive acts"  and highlights how "deliberate efforts to generate beneficial consumer conversations must be transparent and honestly conducted ".

Enjoy the new landscape of relationship-building through social media outlets.

Social media (e.g., blogging, RSS, Facebook, MySpace, Twitter, etc) is a new way of interacting and communicating between and among consumers and businesses.

I recommend: As the author Rohit Bhargava explains in his new book, *Personality Not Included:  *Why Companies Lose Their Authenticiy -- And How Great Brands Get it Back, there is now a fifth P in marketing.   In addition to product, price, promotion and place, he would now add "personality".  He describes 'personality' as including: social media; word-of-mouth advertising; and interacting more authentically with customers.  Check out his new book to learn how to use 'personality' to differentiate yourself and your business and "build a relationship of trust with your customers".

Word-of-mouth has benefits over traditional advertising and marketing methods.

Some benefits of trust-based selling includes: loyalty; repeat business; referrals; and testimonial endorsements. It's slower, but also cheaper with longer-term value.

I recommend: In the February 2008 issue of the Journal of Marketing Research there is an study entitled, "The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth".  The study showed that 'marketing induced' customer acquistion is quicker and costlier, while 'word-of-mouth' customer acquistion is slower and cheaper.  More importantly, the former provided short-term value and the latter a long-term value to the firm.

Surround yourself with a peer group of like-minded individuals. And, walk the talk.

In both our personal and our work environments we interact with people that can influence us both in a positive or a negative way. Social circles tend to attract like-minded individuals. Choose to surround yourself with a peer group that reflects and exceeds your values to keep you challenged and hold you accountable. Keep in mind the Anthony Robbins quote: "People's lives are a direct reflection of the expectations of their peer group."

I recommend: If possible, choose social circles and work environments that reflect your values and interests.  Change environments if they are no longer desirable to you.   Attend events, such as the new Powermastery Empowerment Retreats to learn more and meet like-minded people.  Join groups that can help you raise your standards, such as Empowerment Groups (e.g., Mastermind Groups, Powerteams or YES groups).  Participate in online communities or forums run by those groups to ask questions and get answers.  Then walk the talk.  Joining a group isn't enough.  Hold yourself and others accountable to raising their standards.