Many business owners believe marketing is a relatively simple exercise and something they can, for the most part, manage on their own. They may wish to change some elements or some content on their website. Or, they may look into designing a brochure to be delivered to prospects. Or, they may look at reworking or putting together any other kind of a marketing campaign, plan, or promotion with the intention of enhancing their business.
And there is nothing wrong with a business owner managing their own marketing. That is, as long as they understand each individual piece of a promotional undertaking is actually an underlying element of a bigger plan.
This past week, I was approached by a prospect who was looking to change up his corporate website. He had spent a lot of money and a lot of time on what became four different variations of the website and still had not managed to get what he wanted. The various marketing companies he had hired had been either unwilling or unable to understand the ultimate goal of the business owner in articulating his vision and the brand of his business.
When this prospect approached me, he was understandably very frustrated. He was looking for someone to rewrite the content of his website in a way that would be more appealing to his target audience. As I explained to him, if he was simply looking for a copywriter, he could hire anyone of a number of people who would be happy to simply fill his pages with content.
I explained to him this might be a quick fix, but it is unlikely he would end up satisfied with the final product for the long-term, and he would most likely end up having to do yet another redesign and remake of his website.