As I scroll down through my Facebook feed, I see an endless number of self-proclaimed gurus that are running marketing campaigns for businesses.
Here’s how it happens.
A “guru” says he is making a $10,000 a month running marketing campaigns on Facebook for other businesses.
Simple money right?
So he creates a course on how you can make money running marketing campaigns for businesses on Facebook. He flashes a few images of money he has collected in his bank account to get people to sign up.
Desperate people buy it, and we are off to the races.
The new “guru” who has just been educated by the old guru is now promising businesses that he will make them successful. He lands a couple of gullible business owners, and now he is off to the races.
Rinse and repeat.
It’s the perfect case of the blind leading the blind.
Who are the losers?
The business owners. Many of them are not educated enough to know what is fake and what is not. They will eventually figure it out after months of wasted time and money.
The “guru” has moved onto other companies.
Beware of “gurus” and beware of promises. Best to only pay these people based off of their performance. But don’t go blindly and mindlessly into business with them.
Marketing takes time, money, and expertise. There’s no simple solution. It’s hard work to beat out your competition and wrestle with social media and search engine platforms.
It’s a battle out there. You can’t have tinker bell at the head of your army when you’re fighting against Maximus or William Wallace.
Now onto some good stuff.
I’ve been reading “Scientific Advertising” for the third time. It’s one of the best advertising books out there because Claude Hopkins was one of the best Ad Men.
He understood that Advertising is about profits. He said, “Men are in business for profit, not to exploit their ideas. And their ideas vanish just the moment that profit fails to show.”
Profits come by speaking to the consumer and getting in their heads. We are continually fighting this concept with both Marketing Hy and Ydraw.
Your audience will listen if you talk service to them. Speak to their needs and their wants. Consumers will turn their backs when you seek to impress an advantage for yourself. If you take a look at your website and it is all about you, change it up a bit and change your ads.
Most advertising dollars are blown by companies creating selfish ads.
“That’s another big point to consider. Argue anything for your own advantage, and people will resist to the limit. But seem unselfishly to consider your customers’ desires, and they will naturally flock to you.”
Have you ever met someone that deserves to get a beatdown? I did last week.
Sorry for the harsh language but that is about the extent of my swearing, so I like to use that word when I can.
Here’s the story.
A friend and business partner of mine needed some help with a client, so I offered to head down to Vegas to explain online marketing to a guy I had never talked to or met.
That was my first mistake.
Twenty seconds on the phone with this guy would have told all.
Our Prince had a shaved head wearing a Cop like uniform packing his Glock. His muscles were all tight because he was probably doing pushups and flexing in front of the mirror a few minutes before we met.
I am not joking.
The meeting was to go over a PPC campaign and show him where his clicks were coming from and what kind of impact Google ads were having on his Marketing.
It didn’t go so hot.
The Douche had taken a crash course on online marketing the day from another agency.
He knew it all and wanted to show us that PPC is a waste to their business and that social media doesn’t work to bring in sales.
Even though, they had 81,000 organic followers on Facebook and some of the best engagement I have seen on a Facebook account.
Last month somebody hacked their account and instead of getting it resolved they decided to start a new page. They abandoned the old Facebook page.
Who does that?
The Douche does!
During the meeting, Prince Charming pulled out some analytics sheets to show his traffic and stats, but his tracking was off, and he was not looking at the right stats.
His mind was made up. It was a total waste of everyone’s time. We closed down the PPC campaign.
How does this happen?
This business is legit. They do about 20 Million in revenue and have an excellent product.
The actual business owners put this guy in charge of their online marketing campaign a couple of weeks before.
It’s the perfect example of the Peter Principle. Google it if you don’t know about the concept.
Is this story normal?
Sadly it is.
I can’t tell you how many times businesses put the wrong person in charge of their online marketing campaigns. Or they hire a digital marketing agency that puts interns in charge of their account.
Online marketing takes skills, time, and a bit of luck.
You can’t put Tinkerbell in a war with a Gladiator and expect her to win.
That is precisely what a lot of businesses are doing.
Who’s in charge of your online marketing?
What skills do they have?
What results are you seeing and what results are you tracking?
Did you hire the best?
All great questions to ask yourself.
Here’s a cool video we did talking about this principle.