Warning! Beware of Marketing “Newscasters”
It seems the world of Web Design, Internet Marketing and Advertising, and Consulting is becoming over crowded with Guru’s, Strategists, and so-called experts. These bobble heads are claiming to be online professionals with top-secret methods and strategies for success beyond imagination.
Well if it walks like a duck…..
Unfortunately, the real professionals find themselves having an even tougher time separating their message and abilities from the crowd. Have you searched Twitter lately for online marketing experts?
The well intentioned, professional, and successful people like Jeff Walker, Mike Filsaime, Dan Hollings, Frank Kern, Shawn Casey, Tellman Knudson, and the staff at StomperNet to name a few, are providing tons of great information to educate oneself on the means to attack the world of Internet marketing. Unfortunately, more often than not, the people who listen and learn from these sources do so haphazardly and tend to take a poetic license and automatically deem themselves a professorship at the World Wide Web College.
Can you say impostor?
So why did I use the term “Newscaster”? Have you ever watched TV News?
Many years ago I had the opportunity to spend a few days with one of my wife’s relatives. This relative just happened to have on-air experience with national news casting and a couple nationally known TV news shows (Don’t want to get in a law suite). After trying to beat him in word games and TV shows several times, such as Jeopardy, without success, I finally asked him how in the world he knows so much about everything. Was it his world travels? Education? Books? What was this top-secret weapon?
When he stopped laughing he informed me that he really isn’t that intelligent. In fact he challenged me to get out the dictionary to see how many words he really knew the definition to. I was astounded!!! He was right.
So how does that story relate to Internet bobble heads? Just take a look around, find a few of them, and ask them some questions (Contact me if need some advice here). Most of them can talk about online marketing with the best of them but most rarely ever make a dime for themselves or their customers. In fact, more than likely, they have never even conducted a long-term online marketing campaign much less stuck around to see if it made money.
Employers get stuck with bobble heads on their payroll everyday. Slick talking imposters have a habit of over exaggerating their abilities and experience. For the most part, the intentions are honest but reality quickly sets in that the actual return on the employer’s investment may leave a lot to be desired.
How do we correct this trend?
Time is usually the automatic fix. As metrics and analytics become less hyperspace-oriented and therefore more user friendly, business management will rely less on the messenger and more on the message for actual results and justification.
Have you been burnt by “Newcasters” ? Leave a comment.
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