How to choose a marketer?
Should you go cheap – should you go expensive – tough call right?
A few years ago, I hurt my knee.
I tried to fix it myself, looked online, went to the physio once or twice, and they said “okay it’sthis”
and I went off and tried to fix it, watched YouTube videos, that sort of thing.
Predictably, it never fully healed, so last week I finally made the decision that I need professional help.
So who do I choose?
There’s all these different types of knee specialist.
How do I know which one to choose?
Do I go to someone local, which is easier, or far away if they’re better?
Do I go for someone expensive – thinking they’re the best, or go to someone cheap thinking I can get more sessions.
And if you’re looking to bring someone in to help you with your marketing, you’re probably asking similar questions.
You’re saying, do I go for someone local, you know near me who I can go and see. Do I go for someone abroad? Do I go for someone in the same country? Do I go expensive? Does that mean they’re going to be better? Do I go for someone cheap ’cause that means we can test it, we can run things?
Tough questions to answer and here’s the thing:
Cheap can work.
Going cheap is not always a great decision. Sometimes it works, sometimes it doesn’t.
When it comes to marketing, here’s where cheap can work:
Cheap can work when you’re getting someone to do one specific thing that requires a very simple formulaic process.
But there’s five risks that come with hiring someone cheap.
The five risks that come with hiring someone cheap.
Let me walk you through them.
- Are they focusing on just getting vanity metrics rather than real results?
You’ve got to be clear in your mind What the specific results you want are.
- The second risk is focusing on a short-term win rather than long-term profit, long-term profitability.
- Third risk is what if it goes wrong. Are they going to be able to cope?
- Fourth risk is are they looking at the bigger picture rather than just this one specific section. ‘Cause often that’ll have ramifications or they’re not considering other things that come into play.
- And then lastly, are they needy? Are you not truly a good fit, but they’re keen to get someone on because they’re desperate for clients?
So those are the five the five risks.
If you can answer all those then you’re in better shape.
I got back from the knee appointment this morning.
So basically an hour of pain interspersed with education.
The guy was fantastic.
Really just instantly trusted him.
He walked me through what was gonna go on, what was gonna happen, explained it, gave me advice and was authoritative.
said “OK, no this isn’t the thing to do, you need to do this”.
He didn’t bad mouth other people I’ve seen that much (despite clearly thinking that I’d been given terrible advice), it was just a case of okay, here’s what’s actually going on, here’s the real picture and here’s what we need to do to fix it.
How did I choose a physio?
I didn’t choose the fanciest person.
I didn’t choose the best website.
What I did is I chose the person who’s face was out there on social, who I trusted because he’d been speaking, seen him answering questions and who had relevant experience.
He talked a lot about knees, a lot about knee injuries he’d been through himself.
You can do the same when you when you’re figuring trying to choose a marketer, speak to them.
Don’t just choose the first person and go for it.
Don’t just choose on price.
Because if you can answer those questions, if they have an answer for them, then you’re in good stead.
If they talk about the real goals you want rather than vanity metrics,
If they, if they talk about the long-term rather than the short-term.
Ask them, “What happens if it goes wrong?”. If they don’t have a plan b, if they don’t have another angle to come at things from, that’s a red flag.
Notice if they’re asking about the bigger picture.
And lastly, are they desperate. Do they seem like they really, really, really need to sign you up, or are they qualifying you, making sure you’re a good fit?
Answer all those well, and you’ve got a decent chance of making a good choice.