Jan
11
2007
Marketing Part 13
In the final analysis, nobody knows your business better than you. Never let a “marketing expert” or “consultant” talk you into doing something you feel is wrong. And never delegate 100 percent of your marketing to an outsider — it simpoly won’t mean as much to them as it does to you.
To hire good advertising or marketing professionals:
Make certain their status comes from hands-on experience, not from theory
Find out whether they can separate a customer from their money by how well they seel themselves to you
Look for someone who considers marketing, advertising, promotion and publicity as a way to generate sales rather than ends in and of themselves
Stick with direct response advertising so you can tell whether or not they are actually generating salesAvoid any marketing expert:
Who is more interested in making his or her portfolio look good rather than generating sales for you
Who is worred about industry awards
Who hates long copy with loads of detail
Who loves “white space” in ads
Who cannot supply a list of satisfied, successful clients whom you can call and talk to about their experiences in working with that marketing expert. Don’t be shy in checking sources, and don’t fall for any confidentiality considerations. The best marketing people are always actively sought after and will have a long list of past clients.
The Ultimate Marketing Plan
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