by ian
Lisa Barone’s post today about a tax on business bloggers, and the squawking and flapping that ensued thereafter, got me thinking about ‘fair’ versus ‘honest’. Especially in the world of marketing.
In marketing, ‘fair’ doesn’t exist
I find that when folks start talking about ‘fair’, what they mean is ‘fair for me and mine.’ Or maybe ‘easy’.
‘Fair’ is relative: I’m a cyclist. I drive a Toyota Prius. So raising gas prices to $5/gallon and doubling the size of bicycle lanes seems perfectly fair to me. You, on the other hand, are getting ready to let loose a tirade of car-loving American outrage in the comments section.
I’ve had potential clients tell me I was ‘unfair’ because my prices were too high for them. While I sympathize (I’d love to buy a Fisker Karma, but it’s out of my price range), it has nothing to do with ‘fair’. It’s about the value I deliver, and whether it’s worth it to you.
God, I’m starting to sound like a Republican. Not that there’s anything wrong with that. Some of my best friends are Republicans…
Anyway, in marketing, don’t look for fair. Marketing is not about fair. It’s about crushing every other competitor in the room in horrifying, brutal fashion, while you all smile at each other.
by ian
Lisa Barone‘s post today about a tax on business bloggers, and the squawking and flapping that ensued thereafter, got me thinking about ‘fair’ versus ‘honest’. Especially in the world of marketing.
In marketing, ‘fair’ doesn’t exist
I find that when folks start talking about ‘fair’, what they mean is ‘fair for me and mine.’ Or maybe ‘easy’.
‘Fair’ is relative: I’m a cyclist. I drive a Toyota Prius. So raising gas prices to $5/gallon and doubling the size of bicycle lanes seems perfectly fair to me. You, on the other hand, are getting ready to let loose a tirade of car-loving American outrage in the comments section.
I’ve had potential clients tell me I was ‘unfair’ because my prices were too high for them. While I sympathize (I’d love to buy a Fisker Karma, but it’s out of my price range), it has nothing to do with ‘fair’. It’s about the value I deliver, and whether it’s worth it to you.
God, I’m starting to sound like a Republican. Not that there’s anything wrong with that. Some of my best friends are Republicans…
Anyway, in marketing, don’t look for fair. Marketing is not about fair. It’s about crushing every other competitor in the room in horrifying, brutal fashion, while you all smile at each other. Continuar leyendo «Great marketing is honest. Not fair.»
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