“Let no pleasure tempt thee, no profit allure thee, no persuasion move thee, to do anything which thou knowest to be evil; so shalt thou always live jollity; for a good conscience is a continual Christmas.”
— Benjamin Franklin
What role does integrity play in your business? In a data driven industry like direct marketing, it needs to be at the forefront of how the business operates.
Good ‘ol Ben Franklin sums it up pretty well here by pointing out that a good conscience is a continual Christmas. But when it comes to business, lying to a client can sometimes seem like a good idea.
In our industry, we are the ones providing data to our clients. They aren’t the ones who go through the databases and choose what pieces of information to use for their campaigns. They have to trust that we are going to provide them what we promise. To do that, there needs to be trust on both sides of the table.
I have come across clients that may not want to share their ‘secret sauce’, or specific aspects of what has been successful for them in the past, but there is little a business can do to control that.
Instead, businesses need to take a look at how they operate and insure that integrity plays a large role in their customer interaction and operations.
“Honesty is an expensive gift, don’t expect it from cheap people.”
— Warren Buffett, CEO – Berkshire Hathaway
At TrueMail, we focus on providing True results for our clients. That means that when a campaign performs poorly, we are equally as transparent as when a campaign performs well. It is important to us to collaborate with our clients to continually optimize our efforts.
If the client insists on doing it ‘their way’, if they follow or ignore our recommendations we will make sure that they always know the true results of their campaign. From there we analyze everything with our client and determine what we can do better on next time.
We are experts and hold ourselves to a high standard of excellence in our efforts so our expectations of ourselves. Because there are things outside of our control, there are times that we fall below our expectations and when that happens we don’t hide that from our clients.
Not only is this the right thing to do, but it is also the smart thing to do. Many times you can learn more from making mistakes than from your successes. Just like School House Rock, we believe that Knowledge is Power! We would be doing our clients a disservice if their campaign performed poorly and we didn’t let them know what can be done to make it better next time.
“I’d rather give or be told an uncomfortable truth than a lie.”
— Ross Haley, CEO – TrueMail Marketing
Do your current marketing resources work with you to learn from missed opportunities and ‘failed’ campaigns? We have lots of experience that helps us avoid sub-par campaigns, but when we can do better our team is always transparent with our clients.
Lets learn from a company like Volkswagen….If you cover up and hide the truth, eventually it will come back and destroy your reputation. We’re a bit smarter than that and are setting us and our clients up for long term success.