“We can increase your revenues by 30% in the first year” or better yet “Your revenues will increase dramatically once you hire us.” Stupid statements like this are what give marketing professionals a bad name. (Notice how I didn’t use the term ‘consultant’… people run from consultants… and rightly so) The art of over-promising and under-delivering made popular by politicians is now manifesting itself in the business world amongst many self-proclaimed marketing consultants.
If any advertising, design or marketing person ever makes one of these bold statements to you… RUN! The truth is, nobody is going to increase your revenue but YOU… the business owner. Even the best laid marketing plan will wither and die if the captain of the ship isn’t all-in. Your marketing firm cannot make your people implement and follow the plan. They cannot go out prospecting and generating leads for you and then turn around and close the deal too! You and your team are responsible for your own success. Great designers and marketers can craft beautifully targeted marketing tools but it is up to you to put them to work for your company and drive the overall success.
I can’t count the times I have interviewed with a potential client who was still seething and feeling burned by an ad agency or marketing firm that promised them the moon, took their money and left them wanting. Don’t ever get caught in marketing’s “big-lie.” It takes a lot of commitment and effort to launch and sustain an effective marketing plan. If you aren’t ready to do your part, accept your responsibility and work… then you better think twice before spending a dime on marketing. Believing the big-lie is like buying a home gym, doing nothing to implement exercise into your life and being mad at the equipment because you don’t lose weight and aren’t in any better shape.
Maybe pick up a few lottery tickets on your way home if you want effortless “magic” results.
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