I blogged on this topic before, but it was in advertently deleted. I wondered if I should leave it deleted, but frustration on this topic has finally overwhelmed me once more. There's an old adage that you can lead a horse to water, but you cannot make him drink. This is never more true than in the marketing business.
There is a psychology to marketing. As a matter of fact, 99% of marketing is psychology. A good marketer designs your ad so that it appeals to your target market and promotes your desired response. In over 20 years experience in marketing I have seen dozens and dozens of ads and websites, from a marketing standpoint, destroyed by our clients. This is one of the most frustrating aspects of our work. I don't get frustrated because I see countless hours of design and development going down the drain. I get frustrated because the client expects me to produce an ad or website that will work in the market and the client has just destroyed that opportunity.
Last summer we began working on a website that was specifically geared to a target market as specified by the client. The first layout was immediately trashed by the client who then designed his own layout, look and marketing aspects and told us to "Do it." Of course, I informed him that the layout he was providing was not geared to the target market and therefore would not work. As happens most of the time, despite my best attempts to be diplomatic, the client took the advice personally and became upset. We followed orders and completed the site, however, in my mind, I gave him 6 months to come back for a site redesign. I was wrong. He held out for eight months. But, yes, he did come back stating the site was not getting him business. He also said that several people had told him that they did not like the website. The reasons listed were the same ones I told him last summer.
Recently we were asked by two clients to design ads to be placed on a website. Again, the first proofs were trashed and all of the marketing psychology was removed at the client's request. Again, one of the clients became indignant and told me I should take lessons from another local ad agency because they knew what they were doing. Nothing against the other agency, but I know them personally and also know that they are graphic designers with no marketing background or experience.
I could go on and on listing examples, but I think you get the picture. So, I finally decided I would start a "Stupid Club." I am the head member, my staff are all associate members. Except for Holly. She's the smart one. Now instead of getting frustrated when a $20,000 marketing degree and 20 years experience are trashed by a client who has no marketing or psychology background I just remember that I am a member of the Stupid Club. Hey, we're accepting new members. Would you like to join too?
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