When I meet a professional for the first time, I want to know if they practice what they preach. It’s too easy to tell others to do something. I’m looking for a disconnect between someone’s image and actions.

If there is a discrepancy, I question them to find out more. People will either respond sheepishly “Yeah, I know” or be stunned to think that their image matters. Perhaps I’m more sensitive to this than others, but I want to work with people who are self-aware. I’m not expecting people to be perfect – I just want to ensure they personally know of what they speak.

Marketing is all about a consistent message. How do you answer the phone? How do you respond to emails? What does your website look like? Your brochures? How do you introduce yourself?

When you meet a website designer for the first time… check out their website.

When you meet a search engine optimizer… see how easily you can find their website.

When you meet a graphics designer… inspect their business card.

When you meet a business coach… see how well they listen.

When you meet a marketing person… see how they explain what they do.

When you meet a body worker… see how relaxed they are in their body.

When you meet a realtor… see if they own their own home.

When you meet a teacher… see if they regularly take classes.

When you meet a investor… see if they are personally successful.

When you meet a photographer… see what their picture looks like.

When you meet a customer service professional… see if they use their own products.

When you meet a publisher… see if they wrote a book.

When you meet a gardener… see what their garden looks like.

Next month, I’ll discuss how consistency is important to build your company’s “branding”.