Pay it Forward


Have you ever heard the saying "do as I say and not as I do"?  That always seemed ridiculous to me because why would I listen to someone who's words weren't reflected in their behavior?  All credibility is lost when words don't reflect actions; because, even they can't do what they are saying to do...

Sounds simple, doesn't it?

Until it comes to us as Marketers. 

I know for one, I want everyone who attends my events to complete a survey because I want to know about their experience; so, I can correct any issues for the future.  Every time I call a customer or prospective customer about a new product or service I want them to be just as excited as I am and want them to spend significant time on the phone listening to why it's good for their company; and, what about those dreaded "pop up" windows asking for our opinions?  How many times have you clicked on those to give your feedback? (I'm betting zilch!). 

Why is it that we want everyone to take our surveys, give us feedback, listen to us, return our phone calls?  Especially, when we as Marketers aren't reciprocating or paying it forward when we are approached with the same. 

Now here's my saying... "If you believe in what you do then at least respect it when someone else does it".  Make sense?  Bottom line get engaged with the the same type of marketing activities that we are asking others to participate in.  

I can actually say that I do this - I participate and get involved.   I answer telemarketing surveys, airline and hotel email surveys after the flight/stay and I even go in and log onto social media sites to post positive and negative experiences. Why?  Because I know that those Marketers of those brands want to know.  Believe me, my husband doesn't understand why I "waste" the time. I consider it an investment particularly if I like the brand.    

So, if you're a Marketer "do as you do" and participate and engage by giving your feedback. Pay it forward because it always comes back tenfold. 


Sonya Ruff Jarvis, is the Managing Member of Jarvis Consultants and Founder of the eRetailer Summit. Sonya has extensive experience in creating original innovative solutions to overcome major business challenges.  Sonya has spent most of her career visiting headquarters across global industries and has built strong business relationships across diverse brands. 

Sonya has a M.B.A. in Marketing. She is married and has a daughter and they live in Fairfield County Connecticut.