Article courtesy of Tom Hughes HUGHES Advertising, LLC

Last week I asked everyone this question: “Give Me One Good Reason Why I Should Buy From You.” Several of you have replied with some very good reasons. And, I am still awaiting an answer from those who have not yet responded, but I digress.

Mike Ognibene of Benny and Sons Body Shop in Rockford, Illinois provided a most interesting and wonderful answer - just one word - INTEGRITY.

Integrity is a noun that means “character, decency, honesty, honor and principle.” And, as Harry Beckwith, a well-known service marketing expert states, “integrity is the heart of your brand.”

Here is what Beckwith says about a company’s integrity.

“The value of any brand rises or falls with each demonstration of the company’s integrity. We all have worked with services that failed us only once, but fatally. They lied or came close. From that one experience, their brand lost all its value to us. When others later asked us about that company, we may have said very little, but our message was clear…
and it spread."

"A service can be faster, cheaper, better, and still fail if it does not win the confidence of people that it will keep its promises and tell the truth."

"The heart of a service brand is not artful packaging or slick advertising. The heart of a service brand, and a key to a service’s long-term success, is the integrity of the people behind it."

"Invest in and religiously preach integrity. It is the heart of your brand.”

This business success and marketing tip is part of the Monday Marketing Tip series offered by Hughes Advertising, LLC.  HUGHES Advertising, LLC. is a multi-industrial marketing and advertising coach that works primarily with independent, consumer-focused auto glass and auto body repair service businesses, helping them prosper by educating consumers on the importance of safe repairs. Tom Hughes, business and marketing consultant for HUGHES Advertising, LLC. calls it "Performance Marketing". He says, "It's not just a way of doing, but a way of being."

content & design 2002-2008 David Williams and SafeCollisionRepairs.com

About Safe Collision Repairs

For more than ten years, David Williams of Wheelersburg, Ohio's Safe Collision Repairs has worked with consumers and attorneys in the tri-states of Ohio, Kentucky and West Virginia to expose unsafe auto repairs and maximize recovery on auto insurance claims. Some of the company's services include Post-Repair Inspections, Prepurchase Inspections, Auto Damage Assessments, Lemon Law Investigations, Expert Court Testimony and Diminished Value Calculations using an advanced version of Network Information Communication's WreckCheck program.

Inquiries can be directed to: Safe Collision Repairs David A. Williams Post Office Box 70 Wheelersburg, Ohio 45694 (740) 456-1111 (740) 355-4056

Disclaimer

The content expressed on this website and in the article above represents the opinions of David A. Williams. Williams is neither an attorney nor public insurance adjuster, but is an expert, consultant, and writer specializing in the field of automotive collision repair and valuations. The information provided herein is not intended to be a substitute for legal or insurance advice. Because collision repair is a continually evolving science, any text, materials or links found herein are provided without claim or guarantee to their accuracy or completeness.