I laugh every time I see a political ad on TV and at the end, the candidate's mug pops on screen, they offer up a cheesy smile, stare sincerely into the camera, and tell us how they endorse the commercial. Really. Oh, now I believe all of the political wrangling and posturing that just took place for the past 30 seconds now that you've put your stamp of approval on it. I find myself thinking: Does it really matter that they endorse the ad?
A few hours ago, I had a mental dot connecting moment. Endorsements. Ultimately what these folks in the ads are striving for is credibility. Legitimacy. Trust. I spent my lunch today with a good friend of mine that runs a branch of a local community bank. I've sent a lot of equity line business his way because I know he will take good care of my clients and give them a fantastic product as well. He took me by a dentist's office on the way to the restaurant and made some introductions and told this dentist that I was the person to talk with regarding mortgages.
Turns out the dentist needs to refinance his home and he wants to get started today. With me. Sure, it makes headlines when Schwarzenegger endorses McCain, but what made my headlines today was my banking buddy endorsing me. Which brings up two questions:
1. Am I endorsable? Do I run the kind of business that people talk about with their friends and family? Do I offer something of value? Do I have a unique selling proposition (USP)?
2. Who do I endorse? Am I associating with the highest caliber professionals? Would I feel comfortable referring my friends and family to my business associates? Who has my vote?
We have a lot of power in the places we live and work. Our vote counts. Our endorsements matter. So next time one of those annoying ads come on the tube, don't change the channel, be reminded that the business world runs on credibility, loyalty, and trust. And be the candidate that delivers on their promises in this election year and you're guaranteed to be a winner at the polls.
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