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Anyone who has seen Pinocchio will recognise the character of Jiminy Cricket, it being his job to act as the ‘conscience’ of the wooden boy made alive by magic.
But what has this fictional character got to do with modern business?
Well, quite a lot actually, at least in my experience.
I say this as, and I think no one can disagree, that in most instances, someone buying something, be it a car or a service, is not too clued up on what is good and what is bad, which in turn means that they can be led astray by a smooth-talking salesman….
This is especially true when it comes to Digital Marketing, those that really know about it are mostly the sellers, their customers not really understanding a lot about how it all works, or at least that is my experience over the last quarter of a century.
100% Honesty Required
For me, this very fact means that I have to be 100% honest when I talk about SEO, what it can and can’t do, and how it is not a stand-alone answer to getting more business, whilst also advising people not to put all their eggs in one ‘marketing basket’.
But there is more to it than that..
And this is where Jiminy Cricket comes in. Over the years, I have sat as an advisor to many clients who have been dealing with other marketing professionals, such as web designers, AdWords experts, and marketing agencies.
My job was, in all cases to make sure that they were being given good advice and that there was truth in their statements, at times also checking up on their statistics, all with the aim of ensuring my client was not led astray and got the best possible value for money.
I was not there to catch these suppliers out per se, but to make sure all the facts (as far as I could ascertain) were on the table and the advice they proffered was good.
Impartiality is Key
Now it is vitally important that your Jiminy Cricket is totally impartial in that they do not want to take the work away from the professional they are ‘monitoring’ and that they have no other axes to grind. As I say, it is vital that they are there to look after the best interests of their client and nothing else.
I know that other members of The Collective (a group of experts in the Marketing World), notably Claire Wozencroft have also provided this service and I can tell you that our joint experiences have shown the worth of having someone keeping an eye on the proceedings…
So, if you want someone to act as an advisor, someone that can ensure that the advice you are getting is good and that you are being led down the right path, please do check out our members, there is bound to be one that could help.
For more information on How a Jiminy Cricket Could Help Your Business talk to Serendipity Online Marketing Ltd