You know, the ones with the smarmy guy walking in front of a line of sports cars telling you how to make fast money like he did?
“I made six figures in the first three months using my easy-to-follow guide!”
Let’s face it. We all want quick results. I admit it: I’m lazy. Hard work is, well, hard. However, I have learned that very few things come easily.
It’s no different with marketing.
I know some great marketers and amazing marketing agencies. They exist and do fantastic work. Unfortunately, they are becoming increasingly rare these days.
Why? Because everyone wants instant success and immediate gratification.
I’m here to tell you that good marketing takes time and hard work. But I am also here to say that… it’s well worth it!
Let’s dive deeper…
I did not enjoy writing that headline. It drives me insane that so many shady marketing firms exist. They are essentially sales operations that also do a little marketing.
Their goal is to land as many clients as possible so they can keep the lights on. They do not value client experience; they value client retainer payments.
We all know what a lie feels like. We all know what it feels like to suspect we're being lied to. It feels dirty and wrong, and you hope your intuition is incorrect.
Maybe, just maybe, this will be the time when things work out.
But you and I know it won’t. Then, you end up watching your hard-earned marketing dollars waste away.
Again, I wish I didn’t have to write that headline either. Unfortunately, this is often the case with many marketing agencies.
They tell you what you want to hear.
A good marketing agency should challenge you. They should ask you tough questions. And they should push back when you ask for the unreasonable and the unattainable.
Here’s the sneaky part: They can often produce reports that seem to back up their promises.
“Look at these rankings! Look at all this traffic! We’re crushing it for you!”
Yeah, but…
If the answer is no, then all that traffic is a waste. Your rankings might be great, but what are you ranking for? Nobody has time to deal with a bunch of unqualified leads.
Ever get a proposal from an agency and think, “This seems way too good to be true”? Chances are, if they are promising you the world and quoting you very little, they have an agenda.
Their MO is to get you to sign, keep you on the hook for about six months, and then poof, they’re gone… they’ve moved on to other clients with larger budgets.
How can they afford to do things at such low rates? There are usually a few of reasons for this, and sometimes, they occur simultaneously:
They do just enough to keep you paying while they focus on chasing the bigger and better fish.
It’s still true that you get what you pay for. Always be suspicious of a deal that seems too good to be true.
This one is my favorite. Here’s a little secret about strategy… it takes a lot of work. Just saying you’re strategic doesn’t make you a strategist.
Many marketing firms will tell you everything they do is strategic. But what does that actually mean?
Often, these firms will:
Here is what a true strategic approach looks like:
Remember, Tools Create Output. Brains Create Strategy.
Without a solid strategy, your marketing plan is based on guesswork. Tools like Semrush and ChatGPT are valuable, but they are just that—tools. They are not a substitute for a well-thought-out strategy.
Good strategy takes brain power, talent, and lots of hard work!
This is the part where I tell you that we’re different. I’m not going to do that. Instead, let’s focus on how to vet a marketing agency. It’s easy for any agency to make promises, but here’s how you can ensure they deliver:
Your Comprehensive Checklist for Evaluating Marketing Agencies:
There are some phenomenal marketers and marketing agencies out there. By following this comprehensive checklist, you can find an agency that truly meets your needs and helps you achieve your marketing goals. Do your homework, ask tough questions, and make informed decisions.
To all the marketers out there fighting the good fight – I see you! Keep up the great work, and let’s continue to show what great marketing looks like.
