My favorite words in the English language are “you’re right.” It’s a beautiful thing, isn’t it? To be told your idea is genius, that it’s exactly the solution that was needed and it will solve every problem ever known to mankind.
However, if you’re working with a marketing company and their response to your every idea is “you’re right,” you should fire them.
Don’t get me wrong, your marketing company should listen to you. After all, it’s your business. And you probably have some great marketing ideas. But if you know exactly what you need for your business, right down to the precise verbiage of copy, why do you need them? All you need is a freelancer or an in-house employee to precisely execute your vision. For some companies, that’s all they need.
But if you’re working with a full-fledged marketing agency, you’re paying a premium for their experience and expertise. Take advantage of what you’re buying. Listen to them when they tell that the headline you love or the picture you have selected isn’t they best choice. They aren’t saying it to be mean or because they love to be right, but because there are genuine marketing reasons behind making a different choice–appealing to a demographic, avoiding a faux pas, or simply increasing your chances of conversion through tried-and-true methods. You know your business; your marketing company knows how to position it.
A good marketing company will take the time to explain to you why something was created in that particular way and will occasionally fight with you if you they think you are heading in the wrong direction. If you find your marketing company is rolling over on their belly and acquiescing to you every single time, you’re wasting their time and your money.
This isn’t intended to sound paternalistic or “father knows best.” Marketing works best when clients are interested and engaged in the process. But it also works best when there’s a layer of trust on all sides. When we work with clients, we genuinely want what’s best for their business. We want each business to grow and succeed, and for the marketing to be a reflection of the company’s overall vision. We can’t do that if we always say yes.
What do you think? Is the customer always right?