I received some bad news today. One of my clients is cutting back on their marketing. It’s significant. Their industry is reeling, and so, marketing is one of the first items to get cut. It’s a very natural and understandable reaction, but it’s a big mistake.
In an age when everyone is touting transparency and authenticity (and why shouldn’t we?), Pfizer has chosen to mislead the public by hiring a advertising pitchman who isn’t exactly who he appears to be. It’s a grave mistake. Why? Because people don’t like to be duped. I don’t. Do you?
Experience tells me that most entrepreneurs simply don’t see marketing as a line item that needs to be taken as seriously as, say, their annual equipment or supply budget, and that’s a mistake. In over 20 years of working in this industry, I’ve confirmed that most entrepreneurs see marketing as an afterthought or a “necessary evil.”
I Googled (that this is now recognized by most of us as a word is funny to me) myself today and found some interesting things. I like to pretend that all of the Chuck Morrises around the world are really just my alter egos — that if I had been born under a different star at a different time and place I might have been someone entirely different — one of THESE someones. Now, whether these are Good Chucks or Evil Chucks I don’t know. Personally, I try to use my powers for Good.
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