In a recent article by Angelique of Angelique & Friends Marketing Communications, an opinion is cast about one of the foremost marketing minds of our age, Seth Godin, who wrote about accountability in marketing in a recent post entitled Are You Responsible For What You Market?
Angelique makes a good argument for taking on clients who may be selling something that you’re not exactly a huge fan of. Even if you don’t like it, it may be simply a personal preference that you have to work through before you’ll take on the work. Perhaps they have bad taste, but they’re still looking to you to help them market whatever they’re selling, and as your client, expects you to complete the work they hire you to complete.
On the other hand, I completely agree with Godin because I believe the spirit of his article is in reference to marketing products that are tied to breaking a core moral value.
Selling ugly clothing doesn’t question someone’s morals. It simply grates on a personal preference. If the ugly clothing was made of meat from cattle who were beaten to death by golf clubs, then it would be a different story.
If the company that wants to hire you operates their business in a way that violates your core values, regardless of what they’re selling or what they’re paying you, saying yes to them is going against those values, and that’s not something you can afford to do. It doesn’t matter if 99 out of 100 people don’t share the values that you do…the bottom line is that you need to stand up for what you believe in.
One example I can think of are the voice-over artists that participate in the radio marketing of some products that have no social benefit and are designed to prey on the unsuspecting, uneducated individual. One of my goals in life is to do commercial voice-over work. If I were offered a gig where I would be recording my voice promoting something such as a debt consolidation company, I’m simply not going to take the job, because I don’t believe the company is operating in the best interests of the client. I will do my research on their business practices before helping them endorse something I don’t believe in.
I think it all comes down to standing up for what you believe in, whether or not it’s wrong or right in the view of others.
A pilot flies the plane. He doesn’t fix the engine. The technician installs the indicator lights, but the pilot needs only to know one thing. What does it mean when it’s on, what does it mean when it’s off…