Is Marketing Bad?

To share an interesting piece of writing by Paul Cheney

marketing

Why a value proposition makes marketing “good”

For most of my life, I’ve held the opinion that marketing is bad.

I remember meeting someone in college who said they were majoring in marketing and advertising. I don’t remember my exact response, but I do remember saying something along the lines of:

“Oh … so you’re going to college to learn how to lie?”

I was so cynical about the way marketing usually gets done that I couldn’t help but respond with self-righteous disdain.

Luckily for me (and the people I come in contact each day), I’ve changed a little since college. In fact, if you ask me today whether I think marketing is good or not, I would probably argue that it’s one of the most honorable career disciplines a person could enter.

That’s because marketing, in its highest and most noble form, is fundamentally transparent marketing.

Transparent marketing is the kind of marketing that flows directly out of a value proposition. As long as a company can truthfully answer the question “If I am the ideal customer, why should I purchase from you rather than your competitors?” then marketing is merely a means of getting the truth out to people who need what the company offers. No exaggeration, no hype, and no outright lies necessary.

Of course, marketing has such a bad reputation these days because very few companies offer genuine value propositions. And as such, marketers are forced to inflate and hype their messaging to trick people into buying a sub-par product.

Comments

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