eTip #17: You Get What You Pay For

In today’s world of free enterprise, you will not find a shortage of creative resources for your marketing and advertising needs – which is exactly the problem. Because there are so many options out there claiming what they can deliver, it is difficult to judge who really has the knowledge and expertise that will make a difference in your marketing and advertising efforts. To make it more confusing, you are finding fees for the same service all over the board. How does a client expect to know what a good and fair price for such service should be and what price should they expect to pay for good services?

Consider this, if you are looking for a Lexus, do you expect to pay a Toyota price tag? For example, there are a lot of online companies that offer a complete corporate identity package designed and delivered for under $500. Do you really think they understand your strategy and communication goals? Do you think the solutions they give you are truly smart and strategic? Do they take the time to ask you the right questions to make sure they understand your business and marketing goals? Worse yet, do you think the solutions they give you will set you apart from the next guy who contacts them for the same service?

When looking for a creative resource for your marketing and advertising needs, consider these questions:

• Do you see your resource as a vendor or a partner?
• Do they claim to know everything or do they admit they don’t have all the answers?
• What kind of clients have they worked with in the past?
• Are they respected by your peers and their peers?
• Are they taking the time to learn about your business or do they just want your business?
• Are they asking strategic questions before they present creative solutions to you?

By asking these questions, you will be able to pick out the right resource from the noise. Just like anything, you get what you pay for.

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