| Much has been written about the finding and hiring the | | | | expensive programs at all? |
| right consultants in the fields of marketing and | | | | In my mind, they refuse to be accountable and |
| marketing communications. There are many articles on | | | | responsible for the results they produce or don't |
| this very subject on the web. | | | | produce. |
| Over the years, I have worked with many advertising | | | | However, in my view this a fair to them and fair for |
| agencies, advertising consultants, marketing consultants | | | | the business owner and the entrepreneur. Once your |
| and public relations professionals in order to grow | | | | consultant and you have a chance to grow and share |
| some of my ventures. Sometimes, I have interviewed | | | | in the profits, there is apt to be great synergy between |
| a dozen firms in order to find the right one. | | | | you and the outside firm. |
| Unfortunately, most of these people have promised a | | | | An agency or consultant who believes in you and who |
| lot and delivered very little results. | | | | believes in you and in your products and services can |
| I know a little about advertising, marketing and public | | | | become a valuable member of your team. |
| relations since I taught courses on these subjects at | | | | Seek out professionals who are willing to work with |
| two universities and wrote a book on this topic many | | | | you in this manner. Remember, they are getting a |
| years ago. | | | | retainer and a piece of your action. If you make |
| Now, when I use a marketing professional or marketing | | | | money-they make money. And in fact, they can |
| communications firm, I make them partners in my | | | | probably make much more than they make on the |
| business. That is, I pay them a retainer and I give them | | | | straight retainer arrangement if they do a good job. |
| a percentage of sales from one or perhaps several of | | | | So, if you are thinking of hiring a consultant or agency |
| my products. | | | | for help with advertising, marketing, public relations or |
| Many firms and consultants will reject this model. They | | | | marketing communication, look for an individual or firm |
| claim that sales can't be connected to advertising, | | | | who you like, who likes what you do and really |
| marketing or public relations efforts. If this is true, then | | | | believes in your venture or your company. |
| why would any business engage in these efforts and | | | | |