Deliver and Promote what you Delivered

Georges Bernard Shaw once said, “the problem with communication is the illusion that it has been accomplished.” When we launch a new product we a ton think that promoting it online, through social media, direct mail, or other means will ensure that the message has been received and understood by clients and patients. We often fall in the trap of sending mixed or confused messages without knowing about it.

In 2010 artist and designer Joey Roth created Charlatan, Martyr, Hustler; a design that became a series of limited-edition of letterpress posters that document insights on the creative process. The designs that Joey made, speak and illustrate the steps any person takes from inspiration to launching something into the world. Those designs inspire the community of designers and artists but also every entrepreneur.

According to Joey, a Charlatan is someone who does nothing but talk. He never accomplishes any success and has nothing to back up his claims. A Martyr is a person full of action who accomplishes plenty of good work to brag about, but he continues without doing any talking. A Hustler is a person who represents the ideal combination of working and talking all together. He spends enough time promoting his product in an authentic and non-sleazy way.

What you want to be doing is a lot of new products and accomplishments and a lot of connecting and promoting. You don’t want to be that Charlatan who delivers a lot of style and charm without substance, you will be regarded as flashy. You don’t want to be that Martyr who provides a lot of accomplishments and substance without style, you will be unknown. You do want to be that Hustler who delivers style with substance because that will make an impact.

Donald Keough stresses that sending mixed or confusing messages to your staff and your patients will expose your competitive position to danger, and result in failure. Most of the sales come from what the Optometrist recommends during the eye examination in the test room. Therefore, your unique value proposition should be promoted and communicated in a single unique way. Your patient should be able to receive the same message from an ad about your practice, from the receptionist, waiting room magazines, and kiosks, as well as from your staff.