If a business doesn’t promote its products and services to potential customers, it won’t be a business for very long. Every business has to do it, from global brands to sole traders.
Some people don’t like talking about how good they are, while others are only too happy to hear the sound of their own voices again and again . . . and very often . . . again.
How you promote your business is up to you – subtly, vigorously or outrageously – although it’s best to choose a style that won’t alienate customers.
What’s important is that the claims you make should not be outrageous, even if the way you make them is. For example, claims to be a social media guru could be undermined where an individual has a very small number of visible online contacts or rarely communicates with anyone. People are likely to ask: “How can they be an expert when they don’t seem to be capable of doing it themselves?” Even if there is a good answer to this, few will hang around long enough to find out.
It’s rare to get a second chance so make sure you can substantiate every claim for eagle-eyed customers.