Primum non nocere.

First, do no harm. The foundation of medical ethics. 

Yes, I'm going to go a bit philosophical today. 

For while almost every profession has a set of ethical principles to guide it, marketing seems somewhat exempt.

Sure, there are codes of conduct. About not being deceptive. Not invading privacy. Not revealing private information.

But I think we should aspire to so much more.

In particular, I think far too much marketing focuses on problems.

Sure, we've all read the studies that show that people are more driven by fear of loss than anticipation of gain. By escaping from pain rather than achieving a goal.

But that doesn't mean we have to play to that.

You've probably heard the advice to focus on your clients' problems. To “twist the knife” so they're desperate to get them fixed.

But what does all that highlighting of their failings do for your clients? Does it leave them in a better place than before they saw your marketing?

Not really.

I believe that telling your clients they're “broken” just because you want to sell them the fix is pretty distasteful. And don't get me started on “twisting the knife” that so many people recommend.

I believe it's our duty to recognise our clients' strengths and to help them go on to greater things. Not to spend our time knocking them down to make it easier to sell things to them.

It might be easier to sell to problems and pain. But it's better to sell to goals, ambition and gain.