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Marketing Tip Of The Month

How "Doing The Right Thing" Can Destroy Your Bottom Line!

Due to the highly volatile political scene that we are confronted with these days, marketers sometimes get their priorities confused.

It seems that as the country becomes more and more polarized between those in the "right camp" and those in the "left camp", many people get confused regarding "doing the right thing" politically. As people become highly agitated with anything that interfers with their views, they become blind to the fact that voicing those views in the wrong forum can not only disrupt their business, but destroy it.

From the time I was knee high to a grasshopper, I was taught not to share politics or religion in mixed company. The reason was very elementary. Most people have very strong feelings regarding their political or religious bent. When discussions begin with those who have opposing views, fireworks can be the outcome of the "discussion"

With the advent of the internet and proliferation of talk radio, people are becoming more educated regarding their political views as well as their "adversaries" political views. The outcome of this is that more and more people espouse their opinions in public forums than ever before in history. After all, we do have the freedom of speech, don't we?

Of course, the answer to that is yes. Does that mean you have to declare your beliefs during every facet of your life? I don't think so...I have seen small retail businesses go belly up due to the management "doing the right thing" and associating their political and/or religious beliefs to their business.

Today, I received a marketing letter in which the publisher began trumpeting his views about an issue that is very much in the forefront of controversy today. He of course, believed that he was "doing the right thing" by inviting all his customers to join in his "cause". It obviously did not occur to him that anyone could possibly have an opinion different than his. I for one had a diametrically opposed opinion of the issue from him. The end result was that even though I have spent close to a thousand dollars purchasing products from this person during the past year, I have now unsuscribed from his newsletter and blocked all emails from him. I wonder if he even considered that this could be the result of him "doing the right thing"? Was I right or wrong for reacting this way? I guess the answer to that is your choice to make...I already made mine.

As I have learned during the past 6 decades, there are very, very few thoughts that do not come with opposing views. (Are there any?) Consequently, I believe deeply that there is no right or wrong, only personal opinions.
 

Certainly, many believe that the proliferation of their political and/or religious views is more important than loss of earnings that they may realize if those views are integrated with their business. However, I wonder how many would believe that, if their business or career was destroyed due to their arrogant belief that they can spread their message far and wide with total impunity.

The point is that whether you wish to realize it or not, your political and/or religious beliefs that have nothing to do with your chosen profession can alienate anywhere from a few to a landside of customers, causing them to run for the exits. Online and offline marketers are not immune to the devastating results that can occur when they are "doing the right thing".


 

For the remainder of this discussion, visit our blog at
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