myths and misconceptions

Myth: Marketing is expensive.

Truth: Not all marketing is advertising, and not all advertising is expensive. Because most ad agencies profit directly from your advertising, they are motivated to help you spend more and more money. But if your advertising were really working, it would be well worth the expense--you'd be making more money. The problem is that most advertising these days doesn't work. A hybrid approach to marketing that minimizes the waste of mass media advertising and maximizes the use of new media marketing can be very affordable, profitable, and measurable.


Myth: I don't have time to market my business.

Truth: Your time is dominated by mission-critical and often urgent tasks. As a result of your already full schedule, a possible lack of training or experience in marketing, and/or the misconception that you don't need to market yourself, marketing always seems to take a back seat. Truth is, you can't afford not to market your company. But you may well need help from someone you can trust, who will keep things moving forward, freeing you up to operate your business.


Myth: I need a Web site!

Truth: Actually, you either don't need a Web site, or you need much more than just a Web site. Having a Web site that is not properly marketed is of little-to-no value. A simple Web site that is nothing more than an online brochure is rarely anything more than a waste of money. A Web site needs to engage your customers in a meaningful dialogue and enable them to transact business with you, quickly and easily.


Myth: If you build it, they will come.

Truth: It may have worked for Kevin Costner, but it doesn't work for Web sites. In order to get results from your Web site you need to have your strategically-named Web address on EVERYTHING, drive traffic to your site with every marketing effort, take advantage of affordable Internet advertising, know how to take advantage of search engine marketing, and track what works and what doesn't.


Myth: Ad agencies and creative designers are all arrogant and Web developers are impossible to understand.

Truth: While creative people and designers have been known to fight for their ideas, arrogance in agencies tends to be a cultural issue. Web developers and programmers often forget that not everyone understands their technology. However, in the right environment, and with the right leadership, both of these groups can be great to work with.


Myth: I can save a bunch of money by having (my nephew, my daughter, my brother, my IT person, a freelancer) build my Web site for me.

Truth: If your relative isn't a professional and doesn't have a support staff behind him or her, you'll almost certainly not have professional results. And what do you do when it doesn't work like you'd hoped? Your IT person is great at keeping your computer system running, but rarely skilled at making you money. And freelancers are often jacks-of-all-trades, but masters of missed schedules. Don't scrimp on the essentials of making your business successful.