There have been some misconceptions, some bad karma, some seedy compromises, and broken promises over the last few thousand years or so that have wrecked the simple notion of marketing and sales that you almost have to include the frowny face icon in any discussion. Example...
Today we will discuss new techniques in marketing :(
Now, let’s take a moment and discuss why this is so. First, we need to look at the definition of sell as described in the Webster’s Dictionary which is as follows...
Sell (n) transitive verb
1: to deliver or give up in violation of duty, trust, or loyalty and especially for personal gain : betray —often used with out
2 a (1): to give up (property) to another for something of value (as money) (2): to offer for sale b: to give up in return for something else especially foolishly or dishonorably c: to exact a price for
3 a: to deliver into slavery for money b: to give into the power of another c: to deliver the personal services of for money
4: to dispose of or manage for profit instead of in accordance with conscience, justice, or duty
5 a: to develop a belief in the truth, value, or desirability of : gain acceptance for b: to persuade or influence to a course of action or to the acceptance of something
6: to impose on : cheat
7 a: to cause or promote the sale of b: to make or attempt to make sales to c: to influence or induce to make a purchase
8: to achieve a sale of
Foreboding, isn’t it? Selling has become a bad word because human beings have generally sacrificed dignity over higher profits ever since the invention of currency. Misrepresented crappy products and services have always been a major problem for suckers born yesterday. Now it is different. These days, nothing exposes a bad product better than great advertising. If you build up a product or service that doesn’t deliver, you might as well file for Chapter 11 and pass out resumes, assuming your reputation hasn’t been truly damaged. And information technology has made the bad guys easier to spot.
This leads to a fabulously overused term known as “selling out,” which is generally used under two circumstances...
1) The individual accused of selling out has in fact obviously cashed in their dignity to create mass-appeal, short-term, unfulfilling work that will eventually fade into obscurity,but in the process will generate a ridiculous amount of money.
2) The person accusing someone else of selling out is in fact upset that they weren’t joyously handed a successful career right after snagging a bachelors in Liberal Arts. Thus, anyone doing better than themselves must obviously be selling out.
That second group causes more trouble than they intend to. Simply put, they feel anything with an ounce of success must be corrupt, and honesty is only established by the lessons learned through complete failure.
America has become a polarized nation of extremes, almost to the point where a simple political debate can be dangerous. Ever since the fractions of a second after the big bang, the universe fails to be composed of absolutes, and today is no exception. In fact, to think in simple black & white terms is not only outdated... it is dangerous. We must start thinking on all levels, perspectives and viewpoints if we want to survive, let alone advertise efficiently.
Therefore, let us say it is perfectly fine and just to desire a successful career. One can achieve great heights without hurting others, and without crippling ourselves with self-indulgence. We can learn to live within our means. The “buy less, live more” movement so championed by Adbusters is already seeping into this overextended generation. And if you are into advertising, you can be unfairly labeled as untrustworthy. You are selling something, and nobody likes to be sold to. Society has dealt with hundreds of years of sellouts and bad business transactions. Like heartbroken lovers, there needs to be dialogue between you and your client base, to arrive at a mutual understanding.
