BEWARE OF MARKETING “EXPERTS”!

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The more “expert” that

                         

marketing people 

 

claim to be, the less

                                                                                           

they seem to know!

                                                                                                                                                                                                                                                                                                        

It’s like the woman telling her doctor that she couldn’t get pregnant because her husband is a marketing guy. “Oh, and why does that make a difference?” asked the doctor. “Well,” she said, “all he ever wants to do is sit on the edge of the bed and tell me how great it’s going to be!”

— ——————————–

Most marketing people have a talent for making enticing claims, but many have no clue about producing results.

Add to this dilemma, that 37 zillion web designers, SEO engineers, and social media gurus elect to anoint themselves as “marketing experts” or “marketing specialists” so they can laugh themselves silly all the way to the bank after handing over some incredulous invoice that looks like the product of a high-priced law firm . . . hourly fees, plus commissions, expenses, and hidden surprise extras. 

I was reminded today (by Southern CA-based author and Internet marketing pro Dan Joubert) on Twitter, of a Fred Allen quote that “An advertising agency is 85% confusion and 15% commission.” Having spent my first dozen years of business in what were then the world’s three most famous ad agencies, I can attest to this “85%/15%” quote being 100% true! 

In my estimation, the only truly worthwhile “marketing experts” out there are those who have started, owned, and managed their own business for at least ten years, and who have a lifelong track-record of being outstanding sales professionals.

Short of those qualifications, you’re kidding yourself if you think some cyberspaceface “marketing expert” group can do your business justice.     

                                                                                          

And that includes (especially) top MBA school graduates taught by MBA school graduates who probably know less than your youngest niece or nephew. Case history studies contain not even a whiff of reality. I could give you hours of documentation on this subject, but suffice it to say that the vast majority (if not all) of the world’s greatest entrepreneurs never got to, or through, college.

Where is all this cynicism headed? To your dreams of having an exceptional marketing program that triggers exceptional sales. To a marketing effort that keeps your investment of dollars reasonable, and your investment of time minimal. 

Here’s how to get where you want your marketing to go:

  1. Decide early on to not fall prey to dog and pony show, song and dance, smoke and mirror acts foisted on you by endless parades of “expert” solicitors;
  2. Set yourself specific, realistic, flexible, and due-dated criteria –in writing (and the importance of “in writing” cannot be underscored enough)– BEFORE you begin to search out the person or persons to help you pull your act together;
  3. Spell out your expectations loud and clear, but listen carefully to the responses and input you get from your narrow-down-the-candidates process;
  4. Require weekly “How Goes It” progress reviews and be accessible in between.                                                                                                                                                                                                 

Marketing is both an art and a science. Those who are best at it are also psychology-savvy. They are skilled writers and visualizers who know how to attract and interest your target market, how to stimulate emotional buying motives to prompt action, and reward consumer desires with an emphasis on benefits. 

If you’re really smart, you’ll do like carpenters and heart surgeons: measure twice and cut once, instead of working your way through a large chunk of those 37 zillion “experts” for little if any return on your investment.     

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

2 comments so far

2 Comments to “BEWARE OF MARKETING “EXPERTS”!”

  1. Dan Jouberton 17 Oct 2010 at 11:14 pm

    Hi Hal,

    Many thanks for the mention and I am very much honored.

    You are very much right on the money on this post.

    A very prominent sales professional once told me that emotion sells and logic confirms. Sales and marketing are skill sets that can be learned and developed but they do not occur simply from making a claim or from osmosis.

    If you want to become really good at this, do your homework. Find out who you really are and have a genuine interest in your customers and clients.

    Anyone can sell something once but an intelligent business owner knows his clientele and because of that, is able to make repeat sales.

    Nice work Hal…

  2. Hal Alpiaron 18 Oct 2010 at 11:18 am

    Thanks Dan. I very much appreciate the time and trouble you took to comment here and share some valuable insight. I also appreciate your kind words and hope to see you visiting and commenting again. For those who may see this reply, you may also want to check out Dan’s very heads up blog at http://www.danjoubert.com and get some savvy business and blog startup advice from a real pro. Thanks again Dan. Best – Hal

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