CK's got a new line.

I've got a new line for my (often crazy) clients who are doing often crazy things. See, in my work, I hop from project to project, many times coast to coast. Every quarter is unlike any before, or after.

Many people don't like change. I'm the opposite. Stability freaks me. There remain just too many juicy accounts in this world to market. And, constantly walking into new challenges keeps me top of my game and really in tune to the market, not in a bubble in just one sector.

But when my clients start doing viral for the heck of viral (yes, that's original). Or social media programs that don't integrate with their brand in any type of meaningful manner. Or targeting one audience yet messaging to another. Or, my personal fave, saying "the strategy will be finalized later, let's just get out to market now". After I've exhausted all of my pedigreed MBA speak and run through all my findings, I lay this line on them:

You understand, this is the type of myopic move that we marketing bloggers will make fun of you for? (better I say it to you before they say it about you).

It stops them dead in their dead-end tracks. I only say it once I've tried all other avenues; it's a preventive, tough-love tactic. But I've had to say it a few times lately. Sort of like gauging on a blog-a-bility barometer.

It's working wonders.

So I offer it to you. Maybe it will help. Use it with your clients and companies (maybe you already do). But use it sparingly. It necessitates the gravity that a statement can hold only when used infrequently.

Comments

[Mack Collier]

"You understand, this is the type of myopic move that we marketing bloggers will make fun of you for? (better I say it to you before they say it about you)."

Very well said, and OH so true!

[Paul McEnany]

It sure is fun to throw some shit at the wall and see what sticks, though.

I think you should consider yourself pretty lucky. It's lot more fun to work with clients you have to restrain a bit than clients you have to constantly drag along...

[CK]

Thanks Mack & Paul. Yep, it is better to restrain them. True dat. I don't like to have to use my line...but if that's what it takes to lay down the law, so be it.

I'm working to protect them--they know not what they do.

[Neil Vineberg]

And thanks to CK's real-life marketing journeys, we have these capitivating ephipanies and insights that cut across the globe. Somehow this sounds familiar. :) Greetings from down under in Australia.

[vaspers the grate aka Pluto the Planet]

There would be more prosperity and productivity if all marketing consultants were this blunt with clients. This is exactly the type of thing I would also say.

I"ve had clients shove my marketing analysis and usability recommendations aside, saying, "I don't think that way."

Meaning, that my advice made them feel stupid, and they are intimidated, so they will continue with their old dysfunctional strategy, rather than admit their brains are not working properly.

[vaspers the grate aka Pluto the Planet]

It's like the surgeon says your kidney needs repairing, but you stubbornly demand that he operate on your liver or heart instead.

[CK]

Vaspers: In large part you've given me the courage to say such blunt, honest things. I care on two fronts: I don't want these myopic programs to land the client in a heap of sh**. And I'd rather them not pollute the blogosphere with disjointed communications...though it does give us fodder to write from.

As always, thanks for the push :-). It's working wonders.