Expertise is Earned — Not Something that Comes in an Amazon Box.

Last night, I did it.

I got out the clippers (ordered on Amazon at the beginning of the pandemic) and cut my husband’s hair. It looked awful when I was done, and then I couldn’t stop laughing. Luckily, he has a good sense of humor and it will grow back. In the meantime, he’ll have to wear a hat.

We both have our own set of experiences and skills that have been groomed over time.  (Apparently, cutting hair isn’t one of those skills.) After the laughter subsided, we had a good conversation about why specific skill sets should be sought after and valued.

A good mechanic is worth it. A good hairstylist is worth it. A good photographer is worth it. A good chef, marketing agency, dog groomer… are all worth it.

A few reasons why I think marketing professionals are worth it:

Logos

Logos aren’t the only thing that build a brand — it’s much more complex than that.

However, a logo is the face of a brand and it’s important. I wouldn’t recommend that you subscribe to the Acrobat Creative Suite unless you have some design or art training. Even if you have great taste, you might not be able to produce something to build a brand on and that will actually work for the long term.

I also would not recommend a logo contest — logos are just too important to have others vote on, especially since your logo will be with you for the long run.

Websites

If functionality, durability and user experience is something you value, you might consider a professional web developer.

I’ve seen plenty of people try to save money on their website, and I get that, but where is your talented nephew who built your site a year from now when it breaks? It’s worth it to hire someone in the business of design and building websites — your odds of them being around when you need them is significantly higher.

Market When You Are Busy

When your business is doing well and you have money in the bank, that’s the best time to make a commitment to marketing. When things are slow, you just don’t have the attitude of abundance and you might not have the cash.

If you aren’t marketing your services and goods, you can bet your competition is. If times are tough, seek out a marketing professional and just buy an hour of their consulting time to help you prioritize your efforts.

Constructive Feedback

There is nothing like good feedback. Feedback from your target audience or a group of individuals you are hoping to influence. Feedback is less helpful from your family pet, your spouse, or a friend who might not even use your product/service.

They are low-hanging fruit and if you want to just hear some praise about the great job you are doing, then by all means ask them. If you want real feedback — ask your target audience, or better yet, consider a professional survey by a third party.

The Facebook Free Ride

People often ask me, “What’s the one thing I can do for my business?” That is a simple answer — “It depends.”

Could Facebook be a part of your integrated strategy? Sure. After all, it’s free, right? Since time is money, Facebook or any social channel definitely is not free. You have to commit to the time and effort to create quality content that is relevant to your audience.

You have to commit to a calendar and a frequency plan to stay out there and gain followers who want to engage with your brand. There are a wide variety of professionals who can help you with strategy and posting.

For me, I’m going to package up this set of clippers with 47 attachments and stick to marketing. My husband more than supports the value of hiring a trained professional.


Jackie O’Hara, Owner and Account Executive

The pandemic experience for Jackie has included puzzles, knitting, drinking great wine and lots of outside time.  The best pandemic takeaway for her has been the value of checking in on family, friends, vendors and clients — the breadth and depth of the conversations have been priceless.

2020-07-09T17:14:38+00:00May 29th, 2020|