The Danger of Clients Marketing Themselves

When it comes to marketing, everyone’s a damn expert.

Why not? We’re all consumers–– we know what we like and we love expressing our opinions about ads that are good and ads that suck.

Companies know themselves very well–– their objectives, their internal politics, their daily realities. So naturally, many of them think they can market themselves. They bring their marketing resources inside to save money, reduce turnaround time and ensure messaging consistency.

Makes sense, right?

In theory, yes. In practice, no.

Clients who market themselves do an excellent job of navigating smoothly through internal politics and getting corporate bulletproof ideas out to the public–– where they’re met with indifference and are ignored.

Why? Because clients are people, and we all have blind spots. When you live in a bubble you can’t see your world clearly.

Clients who market themselves create work for internal audiences, where everyone knows the corporate objectives. The same work has no external impact because it didn’t take into account what consumers think and feel. Or, because the work is a logical expression for consumer behavioral changes to meet corporate goals.

If only people would comply.

Companies need an outside expert. Someone who knows the public, is empathetic and understanding of their needs, and has a proven track record of creating motivating work. The best relationships are open, honest and respectful, but not toadying.

Clients do not need a mirror, they need a light to illuminate truth.