Seth Godin recently asked why ethical marketers wouldn’t be “eager to have aggressive, clear and well-defined regulations” (about marketing).
He set the context by talking about the lies used to sell sunscreen, noting that lobbyists kindly helped the FDA water down proposed sunscreen regulations.
To quote Seth:
Why aren’t ethical marketers (of any product) eager to have clear and well-defined regulations, creating a set of honest definitions so that they can actually do what they set out to do–make a difference and make a living at the same time? If you’re busy competing against people willing to cut corners, I’d think you’d want the rules to be really aggressive, clear and obvious.
Reality and implementation often get in the way of such ideals, but business owners have tools to combat this problem.
Enforcement and Influence
The enforcement of existing regulations in a fair and consistent manner is the primary issue.
Selective enforcement is used to send a political message to some while others are left to their own honor or lack thereof.
Enforcement agencies can also find themselves taking direction from elected officials who often take direction in the form of campaign contributions. At other times, these agencies do whatever they like, regardless of regulatory boundaries.
Before the everything-is-one-party’s-fault types weigh in, this isn’t a party-specific problem. It’s universal.
A healthy business / consumer / economic environment doesn’t require oppressive business marketing/advertising regulations like Germany’s, but we do need those who represent us to see that regulations are used in a fair and consistent manner and continuously improved.
Smart businesses don’t sit around and wait for that to happen.
Don’t Wait, Educate.
Rather than wait, they must educate customers about the quality choices available to them.
We all should do our part to eliminate the slime. Yes, put them out of business, repeatedly if necessary.
Ethical business people don’t often call out the bad behavior of their competitors. Neither do consumers.
When consumers continue to take it from these cretins, it rewards them for their behavior.
If folks keep buying from them and media outlets keep accepting their advertising, do you really think they are going to change? I think you know better.
The power of the customer comes simply: STOP BUYING FROM THEM.
It’s Just Word of Mouth
Customers have lots of resources to help them buy better, including Yelp, Urbanspoon, Angie’s List and Trip Advisor. They help people find businesses that deliver what they promise and avoid the rest.
In a perfect world, we shouldn’t need them. Until we get there, we can help each other by calling BS when it’s warranted and giving kudos as well.
Too few businesses pay attention to those services. If you think no one is using them to make daily purchasing choices in the Flathead, think again. You need to be managing the presence of your business there so people can find you, as well as encouraging consumers to share their thoughts.
Encourage your customers to use tools that help them buy better. Provide them when you can. Help them stop buying from the wrong people.
Want to learn more about Mark or ask him to write about a business, operations or marketing problem? See Mark’s site or contact him via email at mriffey at flatheadbeacon.com.