01 Mar A marketing definition of legacy
Legacy seems to be a very popular name for marketing firms, or so I found out when I googled “marketing legacy” to try to get ideas for this blog post. Lyric Marketing’s blog tells me in order to leave a good legacy I have to be authentic, provide valuable content, show my personality..I’m sure all these things are true but they really don’t help me understand what that legacy thing actually is.
The legal guys say it’s a gift of personal property. The dictionary guys say it’s anything handed down from the past. Christians seem to write a lot about leaving a good legacy for their children. Environmentalists talk about leaving a legacy that includes a healthier planet. eHow even has an article about leaving a good legacy through your writing.
I once wrote about how marketing karma could help or hinder your business. I think I’m going to have to solve this “legacy” question by giving you a list of questions to ask yourself about your product or service. (And to be fair, I’ve answered them as well)
1. Does your product or service solve a problem for someone? I hope that Wax Marketing has helped promote smaller businesses that couldn’t afford big agencies. That was the main intention, anyway.
2. Does your business provide a contribution to the greater good? We all can’t be Tom’s Shoes, but you can figure out ways to add to your “triple bottom line” I have always donated a percentage of my time to a non-profit or other company that couldn’t afford us, but had a cause I believed in. I think this is why my business has always sustained itself – you get back 10 times what you give, in my experience.
3. Is your product recyclable or made from goods that don’t create more waste for the planet? (Let’s talk about all those plastic Smart Water bottles, Jennifer) We’ve always, since 2002, been paperless. I’ve used the “cloud” since it was called ASP, and then “software as a service” . Even converted over two bookkeepers and my accountant!
4. Are you honest about what your product or service will provide? Even though many times I don’t get the business because I can’t predict the outcome (this business is crazy) yes, I’m honest. I usually get the client later anyway.
5. Do you market your product ethically – meaning no spamming, etc? I’ve always used word of mouth.
See, it’s not that hard to answer yes to most of these questions. If you do, I believe your business will leave behind a positive legacy. And I believe marketing karma will bless you for it.
Can’t answer yes? You might want to think about your business motives. You’ve got to have a purpose beyond making money in order to truly succeed. IF you can’t answer yes to most of these questions you might be missing the point of being in business at all.