Duct Tape Marketing

When your clients approach you for marketing services think of when your check engine light comes on in your car: What is your first response? You don't know why it came on but you want to find out so you bring it to a mechanic. When you bring it to a mechanic a number of things run through your mind-

1. Is this mechanic honest?
2. Maybe he is honest but is he knowledgeable enough to offer me the right service?
3. Is he offering more service than neccessary?Will he simply swap out my new car parts with his old car parts?

It is good to realize that even though you may have the business of marketing completely figured out that your client is seeking your advice because they either do not know all the answers or any of them for the matter...or maybe they do and they do not have the time. This is double trouble for the sinister marketer who offers unnecessary or even useless bells and whistles at sometimes high cost. I don't know how many times I have encountered the average business owner who has a basic static website of 5 pages up on the web and the designer/developer is unnecessarily billing the customer several hundred dollar each month. I ask them why they are billed and their answer is simply, "My website is being hosted." Well there are those times when they are unaware of the package which a designer/marketer/developer has sold them. But then their are those times when they are being overcharged for some mysterious service. This is also the case with Search Engine Optimization. The average person, and even many marketers themselves, are unclear or unaware of the dynamics of SEO to actually assume some control over this area of expertise. This has many people offering this service like some kind of magic. I have witnessed this first hand in "In-house corporate" when the analyst sits down and delivers quarterly metrics to the VP and throws in some crazy drawn out contrived marketing lingo to throw the VP off kilter and prevent them from seeing the uselessness or lack of SEO. The best practice is to think of yourself as the mechanics or doctors which we place faith in. Always keep the client informed of their true need for service. Once you focus on that keep them informed as to what you are doing, and why you are doing this...how they will benefit will only come back to you tenfold either in referrals or in more service.

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