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Leverage your values
in your sales message

Is your marketing message strong enough to turn some people off? If not, chances are you're probably not turning people on and pulling your target market in like a magnet.

Alison Stein Wellner writes in the February issue of INC Magazine, "More than ever before, Americans are talking about their values. For marketers, it's tempting to do the same." Wellner poses the question, "Will a values-driven campaign drive business -- or drive it away?"

According to a Gallup poll published in the magazine, "religious practice has exploded in recent years ... up from 58 percent to 82 percent today, and these values are increasingly being expressed in the marketplace." Political correctness seems to be on its way out, and values-based marketing messages seem to be "en vogue" more than ever before.

Perhaps this has something to do with Ed Silvoso, a businessman from Argentina, and author of the book, "Anointed for Business," inspiring people to live their values at home and at work.

Silvoso traveled to Hawaii this weekend to speak at the "Transformation Hawaii Seminar" -- along with community leaders Lt. Gov. Duke Aiona, Pastor Cal Chinen, and Kanehoe Ranch Ltd. President Mitch D'Olier -- to encourage business, political and spiritual leaders to work together in the marketplace to change our community for the better.

Yet there are brand strategists who warn against letting your faith be known in the marketplace. Wisconsin consultant Stephanie Wagner identifies herself proudly as a "secular liberal" and tells those who intend to market on the basis of religious values to keep their "eyes wide open" to the risks involved.

Apparently, best-selling author of "The 7 Habits of Highly Successful People," Steven Covey, didn't get Stephanie's memo before he wrote his book focused on biblical values in the marketplace. Boldly taking the risk of closing all Franklin Covey stores every Sunday, Covey expresses his Mormon faith in his business by implementing corporate policy.

Does Covey lose profits as a result? Perhaps on Sunday. But I'd venture to guess that just by seeing him practice this "Sharpen the Saw" habit that he's famous for teaching, his clients will be more loyal to his company in respect of him staying true to his ethics.

Naysayers warn that a values-based marketing message could be "dangerous," but business owners who have eternal ties can't imagine anything more dangerous than denying their beliefs for the sake of getting a customer.

In a decade where corporate scandal seems to be on the rise, faith-based companies may be just what clients are looking for.

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