Something I see more and more of is graphic artists telling the world they do marketing as well. There are videographers that tell business owners they will help market their business goods and services. And then there are the people who are in the life coaching arena describing themselves as marketing experts. No, all these people are not really focused on Marketing, but they want your advertising dollars to create a beautiful graphic or video and they don’t want another person “in the mix” to take away any money that they think should all go to them. Yes, this is getting more prevalent as people are trying to do everything and be everything to create income. There, I said it.
There is a problem with this method of operation. The graphics person is so into the beauty, color and style of their work sometimes they don’t realize the font they have chosen cannot be read and oops, they forgot your phone number and there is no website address in the ad. Why? They are not trained or focused to remember these important bits of information. I saw a lovely video the other night that was perfect in color, lighting, sound, etc. but I cannot tell you where this business is located and I never saw a picture of the front door so it is not implanted in my brain to look for it when I drive down the street. The video person tells us he wanted to get the message across that it was a “great family”. Well, if he talked with the owner more and understood his purpose for the video I would probably guess that the business owner wanted to get the message out that yes, it is a close knit family run business, but they have an excellent product, customers love them (only one quick testimonial was shown), and that they would love for you to come on down and buy their product. That particular message did not come across at all. A good, focused marketing person would have made sure that the “story” actually funneled down to – come here and buy our awesome product! Without having that marketing focus, they got a wonderful “fluff” piece that has no call to action. I still don’t know the location of this business.
My point is for you, the business owner, to put together a good team that makes sure your story is told and that there is a good marketing offer, your location is known, phone numbers are prominently displayed, etc. Without having these pieces all together – you might just end up with a nice fluff piece that does nothing for your business. Not a good use of the $1,500 fee for the video, right? How many click throughs to your website could you have purchased with that money? A lot. How many of those people driven to your website would have known your location and phone and actually made a purchase? A lot.
You are in the driver’s seat. You know your business. The Life Coach does not know your business. Are they asking you questions to learn and understand so that they can create an awesome campaign? Or do they presume to know. Hire someone who is passionate about what you do and who “sees” the overall direction you want to go and who wants to make sales! The cash register ringing is a glorious sound. That means you get to stay in business a bit longer.
Put together a team of people that know what their role is and force them to work together to give you a great product. You would be amazed what a little bit of collaboration can do for your overall project. Having a solo person is ok, but only if they can truly do all of the items you need and do them well. For instance, I am not a graphics designer. I can manipulate photos, add words, crop, re-size – all the basics – but if a project requires a nice, sharp image I run to my graphics person! I know they will make both myself and my client look awesome. You have got to get things right the first time.
Surround yourself with the right team of professionals and your marketing projects will have focus, excitement, clarity and a strong purpose! It always comes down to making more sales. Always.