We were not more than thirty seconds into the call before the guy started pitching his consultative services. To make matters worse, he refused to answer most of our questions. He said that SEO was simple and that he understood Google. I thought that was a bold statement. He was all about driving traffic with no regard for quality. He even called inbound link strategy death on a stick. But that wasn’t the icing. No, that came at the end of the call.

When asked about his knowledge of our industry, he openly admitted that he hated our profession. I’m not joking. He laughed to himself and then suggested we participate in a “fun exercise.” He asked us to pull up Google and to type in the name of a specific business (possibly a competitor). So, we typed in their name. What did we find? In the fourth spot was this gentleman’s blog. On his blog he ripped into this business telling others to seek services elsewhere. After he had shown us his “victory,” he laughed and said that he had warned them two weeks before. I wanted so badly to ask, “ok, but what happens to us when we make you mad?”

WOW!

…can anyone say loss prevention?

But, it doesn’t make it right.

And, I’m not the only one that thinks this way. Today, I read an article that said essentially the same thing. It also discussed the negative effects this type of advertising can have on a brand. Interesting stuff. Plus, it included the lovely video I’ve posted below.

So in efforts to fight the unethical world of advertising…

…well, you shouldn’t. Things are so exciting at work, right now. We have lots of new business coming in our doors. We’re just trying to keep up! It’s so much fun to have the freedom to say, “sure, I’d love to work with you.” Or, “no, you’re not the type of client we’re looking for.” Not that I say either of those to anyone…but the freedom is there.

Another big day tomorrow! At least I don’t have as many meetings…just a presentation for a project that I’m ridiculously proud of! I can’t wait!!

I realize that to some the word “monumental” may seem to be a bit over the top. Well, it’s not and here’s why…

Every morning, I intentionally set my alarm earlier than necessary, so I will have time to get up, make my coffee and then drink it. However, there have been mornings where I oversleep. Okay, there a lot of mornings where I oversleep. In comes that critical…yes, monumental…question. Do I have time for coffee?

Well, let’s look at my options.

Option A) Forgo coffee and get to work on time.

The Results: In my haste to get ready and out the door, I don’t notice my tiredness. It doesn’t usually hit me until the Cannons Lane exit on I64. I slowly start to feel the fatigue that’s overtaking my entire body. My concentration dwindles. And then, only by the grace of God do I get to work safely. Once I’m at work, my colleagues become victims of my own withdraw.

I’m unable to concentrate on one topic…well, any topic. I cannot articulate my minimal thoughts. My inability to think frustrates me. I then vomit my frustration on everyone around me. By mid-morning the headache sets in. My headaches are so intense, they make me nauseous. My mood is worsened. Do you see the downward cycle?

By lunch I have to get caffeine. But, I have no energy to go out. I have to fight it. With the help of my motivated co-workers, I make it out to lunch. I consume large quantities of diet coke and usually swing by Starbuck’s on the way back to the office.

After lunch I’m energized, my headache is gone and I don’t stop talking (even if I’m the only one in the room).

Option B) Ignore the time, make my coffee (3.5 cups that fit nicely into my giant coffee mug) and drink my coffee. Arrive late to work.

The Results: As I drive to work, I listen to the radio and sing every song that crosses my air waves. I graciously allow the giant TARC that owns the road that waits until the absolute last minute to merge into my lane. I walk from the garage to my office, greeting everyone I see with a smile and a “good morning.” Once inside, though late, I cheerfully greet my friends. I’m excited about the day and full of ideas for my early morning meetings.

The morning zooms by. At lunch, I drink water. After which, I head back to the office, free of any detours. Do you realize how much money I just saved? After lunch, I conquer the world.

Option C) Forgo the coffee and get to work on time. Drink the office coffee.

The Results: This is what I call an unachievable scenario. The office coffee is not an option. No office coffee is…it’s just as bad as gas station coffee. I don’t want to drink something that is SO intentionally hot, it prevents people from tasting it. Gross! Yes, I’m a coffee snob.

So, it’s between Option A and B. Which option do you think I should go with? Option B is the obvious choice. I better be mindful when scheduling client meetings in the morning…nothing before 9AM!

Basically, I am a consultant or tactician. I can plan, strategize and recommend things. I don’t actually do the building. People come to my place of employment seeking expertise in Web. Why do I need a website? How can I improve my website? Is my message clearly articulated? Is my site aesthetically pleasing? What is the benefit of online marketing? Will you help me be seen by the search engines? What is RSS?

You get the point.

It’s my job to evaluate your company, your company’s site, your industry, your audience, etc. I make knowledgeable recommendations based on industry experience and trend analysis. Typically, clients trust my – well our – recommendations (collective thought always trumps individual thought).

If only that were true. Some clients tend to be, well, opinionated. They have their own idea of what will or will not work.

My most recent frustration came after writing a script for a video. Prior to the project, we had several phone calls outlining the scope of work. It was to be a short video (approximately two minutes), focusing on one thing. I began doing lots of research for both the company products and the industry. I then wrote the piece.

Draft One – REJECTED.

Apparently, what we had decided upon initially, as in the focus of the entire script, had changed. Take two. With the new focus in mind, I re-wrote the script.

Draft Two – MODIFIED (but basically rejected)

What was once a beautifully articulated script was turned into a 10 minute litany on alarming diseases and the inevitable death of our children. Yikes. Aside from my commenting on the length of the script, my hands were proverbially tied. Draft one – push. Draft two – push. Draft three – client’s preference.

It’s a hard reality to face. But, I have learned a valuable lesson. I’m going to do the best I can. Give the best advice I can give. And in the end, keep the client happy.