Attachment leads to suffering. – Gautama Budda 

In the tenets of Buddhism, there is a concept that we create our own suffering.  We cling to feelings, relationships, and material possessions, not realizing that it’s the act of clinging rather than the change we face that causes us to suffer.

It’s said that pain is inevitable, but suffering is optional.  “You can only lose what you cling to”.

Whether or not you’re spiritual or religious, there is a lesson to apply here with digital marketing:  attachment leads to mediocrity.

Specifically, this is an attachment to what you want to do for your business versus what needs to be done for your customers.

Web usability expert Gerry McGovern talks about how business marketing is at war:

Companies are failing customers because at the heart of marketing and advertising is a culture that feels it is at war. It is constantly on campaign, fighting battles to win new customers. Once won, these customers are treated as bounty, as conquered subjects to be exploited, whose ongoing needs are irrelevant.

Attachment to this type of campaigning is increasingly painful for everyone involved.  Frustrated consumers are tired of companies trying to win their attention with intrusion and deception.  Gerry notes native advertising, which are ads disguised as editorial content, as an example.  Worse, clients find themselves ignored and misused after they’ve made a financial commitment to the company.

The issue from the business side is the damage that gets done by being self-centered.  You are forced into the (increasingly outdated) model of using marketing to distort reality.  You don’t love your customers, but your ads talk about how much you do.  You don’t talk about who you are, but instead paint a rosy picture of what you want customers to think you are.

The reality is this much harder to execute than it used to be.  Internet empowered consumers research multiple sources, share information with each other, and in effect create an image of your brand for themselves.  If they feel misused, you can be in real trouble.

Recent examples include VW, Chipotle, and Whole Foods.  Negative press explodes.  Brands find themselves in retreat.

For the small, local business this manifests as negative online reviews, poor word of mouth, and an ultimate lack of referrals – the most important type of lead generation for an established business.

In many ways, consumers are forcing an increase in compassion from business marketing.  Like it or not, they demand to be treated with respect.

It’s a long held business axiom that a fool and his money are soon parted.  But today, even fools own phones that let them look-up business reviews on the spot.  We are more aware of advertisers attempts to manipulate us than ever.  From Lance Armstrong to Subway’s Jared to zero confidence in the US congress, those who seek our admiration are getting caught where their (red) hands shouldn’t be.

Today, your brand is not just an image you create.  It’s the quality you offer to your customers.  If you remain attached to the idea that you create a slick marketing campaign to cover-up mediocrity, you’ll be in trouble.

Treat your customers as you’d like to be treated.  Adopt compassion towards your customer base and serve them without constant focus on profit.  There is only one way to win the loyalty of today’s informed consumers.

Today, the best way to win the battle is to let go of it.  Don’t fight your customers; let them fight for you.

The old war is one you just can’t win.