Give me your budget, I am an expert.
Speak with anyone, and they will tell you of an experience where an expert was unable to deliver what they promised. This could be an expert in anything; building, car valeting, IT support, website development and of course advertising, design or marketing.
Now, if a property is shoddily built, a car poorly valeted, a computer misconfigured or a website badly developed, then you simply try another expert. It is the end result that you are interested in, not who is doing it.
Nick Brittan | Marketeer
However, when it comes to the advertising, design and marketing sector though for some reason the same thought process does not apply. Is the original need still not present?
Every new business I speak to explains how they have tried a specific activity, such as direct mail or placing an advertisement into a local magazine, quickly followed by “but it didn’t work”.
The number 1 reason why experts fail.
The obvious answer is that the expert commissioned was not an expert. This may be the case. However, in the creative sector the alarm bells should be ringing if your expert takes your brief and follows your instructions to the letter. This raises the question “what is the point of employing an expert if they just do as you tell them?”
David Trott explains this well by using an analogy of going to your Doctor who tells you you have a broken leg but you tell them you don’t want a broken leg, you want a head ache. Obviously the Doctor is not going to prescribe medication and therapy for something you do not have. If you insist enough though they may prescribe paracetamol just to keep you happy. The fact is you still have a broken leg.
So is the number one reason why experts fail you? Maybe, but in most cases I would say the number 1 reason is the strategy. Ask yourself two simple questions… why are we doing this and what do we expect?
On many occasions I have been approached to design an advertisement for space already booked in a magazine by a client. I always question why this publication has been chosen. There are many valid reasons and I am not questioning the booking of the space, I am simply understanding the strategy to be able to deliver the desired result. If there is no strategy there is a greater possibility of failure.
So many experts to choose from.
The advertising, design and marketing services sector has seen great change over the past 30 years. Technology has allowed anyone to design a leaflet, create a website or take control of social media. The result… there are a lot more experts than there used to be.
I plastered a wall once so If you want me to plaster anything give me a call. I am free most weekends and evenings and my rates are far more competitive than the competition. Trust me I am an expert. Well no not really. Would you employ me to do your plastering? (I wouldn’t if I was you!).
Looking for an expert?
I may be considered an expert in my field as my experience and knowledge has been gained over many years within the creative sector and at all levels of business.
When looking for an expert my advice is to ask questions, not just of the expert but of your business too. Be clear and understand what you want. Not in terms of a specific item such as an advertisement or website, but in terms of the reasons why and how this helps you meet your goals.
There should always be a need before finding a solution.