Do you live by your principles? Is how you run your business based on those very same guideposts? If someone were to ask you what principles you run your business by, would you without hesitation have a concise and enthusiastic answer for them?
a guiding sense of the requirements and obligations of right conduct: a person of principle.
If you read my last post, How to E-A-T Your SEO, I talked about how your trustworthiness factor contributes to your the overall perception of your business and your website. Since then, I have received several emails asking how is one to go about accomplishing that. Here's one part of that equation.
Mission Statement vs. Ethics Statement
You can have a Mission Statement also. Your Mission Statement is generally a couple sentences stating clearly and concisely what your primary core ethic is. Your Ethics Statement allows you to go one step further and explain how that Missions Statement came to be and how you are going to back it up.
Why have an ethics/trust statement on your website? Because it gives you the opportunity to share in detail what you feel is important and what those who are considering doing business with you can count on. That's called a win-win!
Over the years, I have found that many who want to start an online business for additional income or to replace their current income, have no baseline of what principles should guide them. They just want to make money.
What new business owners do not realize is that by having a written ethics statement on your website, and of course backing that up, you can separate yourself from the competition. Which over the long run will contribute to your ongoing success.
My Code of Ethics
I have always posted My Code of Ethics for all to view. This is a statement about how I run my business so that those who want to work with me know what I stand for. I note what I do, what can be expected, as well as and just as important, what I am unable to help with.
Once you have your trust and ethics statement in place, it then permeates every decision you make. For example, I do not use affiliate links where I can make a buck or two, just to make a buck or two, unless I've used the product myself. (See me Affiliate Statement). And I've been offered some incredible deals to promote products on this very site!
But I can't do that because I know folks trust me to give them the truth. What is truthful about pushing a product I've never used or had experience with? If I use the product and it rocks, then I'm all in. Otherwise, I'll pass.
I have operated based on my stated principles every day of the over 24 years that I've been doing business online. In addition, that one little page actually has made my life a lot easier. You know where I stand by me taking a stand on what I stand for.
You should be as transparent and do that same by creating such a statement page for your business. It puts you on the record and helps to build your trust factor with those contemplating doing business with you.
Your principles need to be based in what I call the 5 Core Values. Respect, honesty, integrity, ethics and character. Sadly, too many websites feel these stated values are not necessary or something they can disregard. Just to make a buck. These tend to be the sites that I categorize as "here today; gone tomorrow".
5 Core Values
Here are considerations to mull over as you create your own unique statement of trust for your website:
- RESPECT: Your primary guidepost should be to respect the time and efforts of others. Whether that be suppliers, partners or customers. Not respecting others time or hard earned dollars is a critical error in judgment.
- HONESTY: You need to be upfront and transparent about how you run your business. This includes any mistakes you will make. And you will make mistakes -- we all do. You need to be prepared to right your mistakes promptly and without excuses regardless of the cost to you to do so. Own it.
- INTEGRITY: You must be prepared to stick to your principles regardless of what the monetary value may be. I've had many an opportunity to rip-off customers by taking advantage of what they don't know to make more money. I also could sell products at great margins that I do not use or have confidence in. But I don't. Neither should you. Set high standards for your promotional activities.
- ETHICS: Be ready and prepared to do what's right regardless of the pressure, hype or cajoling by others to do otherwise. You know when that is. We've all been there. Sometimes standing against the tide is the toughest thing to do -- but it can be the right thing to do!
- CHARACTER: Character is born of the four traits above. This is how you build your reputation as an honest and forthright business owner. Reputation cannot be bought, it must be earned. Every. Single. Day.
Simply slapping up a Code of Ethics or a Trust Statement in of itself will not make your business a success. But by standing and living by that statement consistently over the years is how you build a trustworthy reputation.
What do you and your business stand for?
If you cannot put into words the values you hold true when it comes to running your business, how will you know if you cross a line? When will you know its time to tap-out and follow a different path? A possibly even more profitable path.
Without the above, you are really no different than all the other fly-by-nights or snake oil websites out there that exist purely to take advantage of or to get into the pocketbooks of their customers. With business models that rarely last.
Doing what's right because that's how you roll, and telling everyone who wants to read it what that is, is what allows you to look yourself in the mirror at the end of each day and know you did the very best you could. By those who know you, those you work with and most importantly yourself.
Important principles may and must be inflexible.”
~ Abraham Lincoln
At your service,