Scruples? Ethics? A Conscience? Remember Those Things. Please.
(UPDATE: There’s a video, too. See the link at the very bottom.)
In the race to the top of whatever industry you’re in, you will encounter all types. The go-getters, the trend-setters, the over-achievers. Etc., etc.
Hopefully, you’ll also encounter people with scruples, ethics and a conscience.
But something got Dave’s blood boiling
First of all, and this is Dave speaking, I wish James Cordova the best in his battle against cancer. I wish his wife, Tasha, the best as she and her family cope with this terrible disease.
And this blog post is not about them – it’s about the company that is using them to sell product.
Witness this photo, making the rounds on Facebook yesterday:
NOTE: Scroll down if you want to read the full text of the Facebook post.
ViSalus is a Multi-Level Marketing product in the wellness universe. I can’t vouch for whether it’s great or not.
But what I can vouch for is that scruples, ethics and a conscience are all missing from the people behind this marketing campaign.
Rather than a lengthy dissection of what is wrong here…
I want to focus – as a human first, and a marketer second, on some things I’m going to suggest you CAN do when marketing your product or service. Here goes:
1. Show compassion as if the cameras aren’t there.
Cameras are everywhere, but what’s that line about integrity – doing the right thing when nobody is looking?
2. Leave your product or service out of the discussion.
Can’t tell you how many times I’ve been part of corporate discussions – LOTS of times – where the people are focused on doing the right thing first, come Hell or high water. Believe me, it has happened. “How big a check can we write for the victims of…?” OR “What if we were to pick up the cost of…?” (NOTE: These discussions actually happened at big, faceless, “evil” corporations. They did. And there wasn’t an executive saying “Let’s leverage this for maximum PR benefit.”)
3. Gut check.
Even if someone IS telling you “it’s okay to use my image and likeness to promote your product,” someone needs to actually ask themselves how this is going to look.
- Are you lifting people up just for the sake of lifting people up?
- Are you looking like a good company – or an ambulance-chaser?
- Is this the right time? Or is it too soon?
The company in this example is Marketing Without A Conscience. That doesn’t mean you shouldn’t have one.
Do the right thing. Know the right time. And ask yourself how this makes you look.
UPDATE: We found this video on August 30. httpv://youtu.be/U4meAO0BRos