Beware the Marketing Consultant who thinks all your ideas are good.
It sure is nice to have a professional marketer agree with every single marketing idea you’ve got. As a novice, you’ll feel on top of the world and may even start to wonder why you don’t just do your own marketing!
Before you get carried away with pride, put yourself in the marketer’s shoes and ask yourself why a professional marketer with experience and qualifications ever let you feel like you could manage their job yourself?
From a business perspective that makes absolutely no sense and from a marketing perspective I am here to tell you that taking care of your own marketing plan is a fast track to failure.
But what if my ideas really are good?
They probably are and of course you want them to be heard, even if each of your marketing ideas are great, your marketing consultant will explain how they can tweak these ideas and make them even more fabulous.
Constructive criticism can be difficult to take but, at the end the day, the marketer is the professional in this field and they (should) know what they’re doing.
A new perspective, perhaps?
Think about the major reasons you wanted to hire a marketer in the first place.
You hire them for a fresh perspective, so why would you be satisfied if they don’t offer an opinion?
You hire them to bring their market knowledge to the table and knead your marketing strategy so that it will reach the maximum amount of potential customers, so why would you choose a marketer who doesn’t offer their expertise?
You hire them for their opinion, so why would you go with someone who just steals your ideas?
How to avoid them
The yes man marketer is a precarious one because they have a unique ability to distract you with their praise. It often isn’t until you’ve left a meeting or hung up the phone that you realise they really offered nothing. Keep reminding yourself why you hired a marketer and if they are meeting your expectations.
If you sense they are being overly agreeable, stop talking and see what happens or, better yet, start to ask them some questions such as:
What kind of target audience do you have in mind for my business?
How do you intend to reach this target audience?
What initial ideas do you have for my marketing strategy?
If they answer a question with another question or seem to hesitate with their answers it may be time to reconsider, or you can give them a forty-eight hour period to come up with a rough strategy and go from there.
It’s important to be firm and remember that this is a service you are paying for.
Jo Macdermott is the Chief Marketing Consultant at Next Marketing, the marketing agency Melbourne [http://www.nextmarketing.com.au] residents turn to when seeking a professional marketing solution. Her team can help you devise a marketing strategy, implement a social media plan, and her highly talented graphic designers work alongside her marketing pros to build a solid marketing plan that will help you attract more customers, expand your business, and build momentum for many months to come. You can download your copy of ‘Beware the Fake Marketer’ today by clicking here.