Entries from February 2010 ↓

As I’m venturing into Social Networking more, I asked a question on one of the major ones and got a surprising response. The question?

“What part of marketing do you hate the most and how do you deal with it?”

Most of the answers defended the “DYI” (Do It Yourself) attitude. This can be a massive trap for anyone who runs a business or department.

One person wrote ‘delegation is also a potential risk’ (paraphrased).

Well, yeah, delegation IS a potential risk. In business what isn’t a risk? Life is a risk. As one old-timer once told me..

“If you haven’t made any mistakes today it’s because you haven’t done anything.” So make some mistakes.

Back to my question…

As I’m dusting off and polishing my shingle – moving back into copywriting for clients, I need to reconnect with what the needs of prospects and clients really are – from your perspective not mine.

It’s the process I go through when I’m working on a new project. It’s not good enough to “think” I know what customers want. I need to know. But I’ve got a problem. A big problem. The fact is, this problem could affect you too – whether I ever write anything for you or not.

I know my stuff.

I know business. I know copywriting. I know sales. I know this sounds like bragging. Maybe it is. But I’ve absolutely awed some people – people I hold to be very savvy business people in their own right. And I’ve done it right off the top of my head, never even starting to work up a sweat. And that’s a problem. Why?

Because standing too close to a problem can obscure my view.

I’ve seen this happen to my own clients over and over again.  My clients aren’t stupid people. They are smart. They are savvy. Often I find things that are staring them in the face, but they are too close to the situation to see it. They don’t hire me because I am smarter than they are – often I’m not . They hire me for my perspective and my objectivity. They know how difficult it is to be objective when you’ve invested your heart and soul (and everything you own) into your business.

On the other hand, my copywriting clients want my specific knowledge and ability to write a message people will respond to. Maybe they hate writing. Maybe they just know their efforts are better spent elsewhere. Either way – just as I hire a professional to do my taxes, they hire a professional to craft their marketing messages. And they are avoiding the DYI trap.

What about you? Are you feeling trapped? Does it seem like you’re missing “something” but you just can’t put your finger on it? If so then maybe it’s time to bring someone in. Keep in mind, this is not an admission of failure but a show of strength. You are proving you are strong enough (and smart enough) to look for chinks in your armor.

God bless,

Andy

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