And then, in a turn of events, you were presented with a series of facts, a demonstration, or an experience that shattered your previous belief? I know I have.
But have you ever experienced that same feeling with one of your clients?
You were certain their quality was second to none, and you sold them as such.
But eventually, that notion is shattered and you realize there's something better. There's a newer, superior market leader.
And now, marketing your client as the best, when you clearly know otherwise, is nothing short of a lie.
Integrity's role
It's a simple question. Can you have a client you don't fully believe in?
Can I sell Product X as the best in the marketplace when I clearly know there are superior alternatives?
Consider what advertising great, David Ogily had to say:
"I always use my clients' products. This is not toadyism but elementary good manners."But if you don't use your client's products because you'd rather use another company's, what does that say about you and the product your're marketing?
Do you quit?
I'm fortunate; Rhyno's not my mortgage-paying job.
And with that, I have the opportunity to turn down work if I don't believe in it from the start. Likewise, I can fire a client if I've stopped believing in them -- if suddenly my loyalty has been shattered with the realization of a new and superior alternative
You might think that's a harsh platform, but in its simplest form, working as a consultant on a product you can't fully back is a disservice to both yourself and the client.
You end up resenting yourself for working ona project you're simply not interested in, and the client doesn't get your best work out of you.
As an agency, an advisor or consultant, the work you do, and the clients you have are a direct reflection on your brand. So your client roster shouldn't be something you take lightly.
As a company, it's your responsibility to determine where you stand in the industry's product mix.
If you're clearly not the best, if you're obviously not offering the highest quality, but saying you are in your ads and collateral, you're overmarketing your product, which will lead to negative consumer feedback.
Talk back
What do you think? As marketers, is it our job to put aside any notions of alternative superiority and do the best we can do with what we're given?
Or do we have a responsibility to do otherwise? Leave a comment below so we can discuss!
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