I have to admit, it is sometimes embarrassing to be in politics. When asked the typical “what do you do” question, I often answer “insurance sales.” No one wants to be sold insurance on a plane or at a bar. But they do love talking about crazy. Don’t get me wrong—I love politics. And I appreciate and respect the courage it takes for candidates to put themselves out in the public eye for a campaign. But get asked about a certain candidate or a certain issue often enough and it gets to you.
Similarly, it can be embarrassing to run a digital marketing firm when you read some of the out-and-out horse shit some of these firms shovel. It’s almost like someone decided you get extra points based on the number of times you say “paradigm shifting” or words you make up like “dimensionalize.”
What clients want to know—and what we tell clients—is what we’re going to do, why we’re doing it, how we’re doing it, how we’re testing it and what it will cost. They want to know our ideas. They want to know how we will help solve their problems, achieve their goals. Yes, we speak and write well. And, yes, we make good-looking proposals. But they don’t have any b.s. in them. Not now. Not ever.