Bad backup

The advertisement was huge and attractive. It talked about a water proofing job the company could undertake that would guarantee my terrace would not leak the next monsoon.
I liked the advertisement. I rang the number. I hated the voice.
“Hello!” I said, “I saw your advertisement in the housing magazine, about waterproofing work you do?”
“What?”
“I saw your advertisement in the housing magazine, about waterproofing work you do?” I repeated quite repulsed by the voice.
“Which magazine?”
“Does it matter?” I asked and then quietly put down the phone, realizing that the attractiveness of the advertisement and the sound of the voice on the phone did not match.
I have seen this happening many times. Many, many times. We just do not know how to backup an appeal for business. And it doesn’t just end with the voice. I have seen companies spend millions of rupees on a huge ad in a leading newspaper.
The salesman comes, a shabbily dressed fellow who really can’t sell his product and is quite vague about it, and you pack him off, because you know the company is a sham.
Well, I am not here to talk about companies or business. What about you and me?
Most of us have learnt to dress well.
Most know to speak well.
We extend our hand and have the firmest grip and the best handshake. I believe most business schools now teach their students such impressive methods.
But after we leave there is a feeling that something is missing: Bad backup!
There’s no character backing your impressive personality!
There’s no truth behind the solid baritone voice you’ve projected.
There’s a void; an emptiness!
This is what I do with companies whose advertising I manage: I teach their staff how to answer the phone, “Use a friendly voice!” I tell them. “Make the caller feel you are an extension of that ad he’s just been impressed by!”
We need to do the same with ourselves. Start backing your personality with substance.
Building character isn’t easy. It’s deciding to take the difficult road; to stand by the truth, to sometimes not back the popular decision.
But in the end, there’s a difference in the you, you see in the mirror.
You feel genuine. You are genuine.
Keep your best suit on. Wear the branded shoes you love, but let your backup be strong, sturdy and strapping, let it be the substance of a robust, tough character. Then one day, even without those branded clothes and attractive clothes, people will respect the real you.
Stop relying on bad backup.
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Bad backup

The advertisement was huge and attractive. It talked about a water proofing job the company could undertake that would guarantee my terrace would not leak the next monsoon. I liked the advertisement. I rang the number. I hated the voice. Hello! I said, I saw your advertisement in the housing magazine, about waterproofing work you do? What? I saw your advertisement in the housing magazine, about waterproofing work you do? I repeated quite repulsed by the voice. Which magazine? Does it matter? I asked and then quietly put down the phone, realizing that the attractiveness of the advertisement and the sound of the voice on the phone did not match. I have seen this happening many times. Many, many times. We just do not know how to backup an appeal for business. And it doesnt just end with the voice. I have seen companies spend millions of rupees on a huge ad in a leading newspaper. The salesman comes, a shabbily dressed fellow who really cant sell his product and is quite vague about it, and you pack him off, because you know the company is a sham. Well, I am not here to talk about companies or business. What about you and me? Most of us have learnt to dress well. Most know to speak well. We extend our hand and have the firmest grip and the best handshake. I believe most business schools now teach their students such impressive methods. But after we leave there is a feeling that something is missing: Bad backup! Theres no character backing your impressive personality! Theres no truth behind the solid baritone voice youve projected. Theres a void; an emptiness! This is what I do with companies whose advertising I manage: I teach their staff how to answer the phone, Use a friendly voice! I tell them. Make the caller feel you are an extension of that ad hes just been impressed by! We need to do the same with ourselves. Start backing your personality with substance. Building character isnt easy. Its deciding to take the difficult road; to stand by the truth, to sometimes not back the popular decision. But in the end, theres a difference in the you, you see in the mirror. You feel genuine. You are genuine. Keep your best suit on. Wear the branded shoes you love, but let your backup be strong, sturdy and strapping, let it be the substance of a robust, tough character. Then one day, even without those branded clothes and attractive clothes, people will respect the real you. Stop relying on bad backup. [email protected]