A Conversation about Expertise

A friend mentioned to me the old saying that “1/2 my advertising is wasted, I just don’t know which half.”Two-way-conversation

On one hand I agreed, but the reality is that there are varying degrees of good and bad spending, nearly nothing is clear cut black and white when it comes to the benefits and return on investment.

You need to prioritize your advertising to invest in what will get you the best return on investment.

Easier said then done said my friend.

Not so fast, I responded.  There are ways to make smart choices and it all depends on you.

But you may need some help, and that’s why I’m here.

The friend I was having this conversation with last week is an expert in his field.  He has the book knowledge, the hands-on experience and I would trust him for his services.

I would not trust him to make good,  solid advertising decisions.  That’s not his area of expertise.

Likewise, I shouldn’t be trusted to do his work, I have an observational knowledge and have done research on what he does, but I’m no expert in what he does.

Instead, my expertise is in the advertising and marketing world.  I can and will help him generate new customers and clients who are looking for someone with his expertise.

The reason why that old saying about 1/2 your advertising being wasted is due to the inability of those trying to figure it out not having the expertise to know the differences.

You wouldn’t want your auto mechanic to remove your appendix just because he is handy with tools right?

Want some expert guidance on advertising and marketing?  That’s why I’m here.  Let’s talk.

 

Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at Scott@ScLoHo.net or 260.255.4357.

Leave a Reply