Advice, Breakthroughs, Challenges, Empowerment, Entrepreneurship, Inspiration for Change, Kathy Caprino, Marketing Support, Small Business, Uncategorized, Women in Business Why “Good” Marketing Advice Can Lead You Astray Written by: Kathy Caprino

A significant number of my awesome coaching and consulting colleagues and friends across the country have shared with me in the past year that they’ve hired outside marketing help with disappointing (or disastrous) results.  Despite finding “experts” who seem to have good reputations and produce solid results for others, my colleagues found that the marketing advice they received simply wasn’t effective or helpful.

Curious as to deeper reasons behind the lack of efficacy of this marketing  help,  I asked my friends some questions about it:

  1. Did the marketing advice you get “feel” right to you when you got it
  2. Did you feel that the marketing expert really “got” you – understood you and respected where you were coming from, was supportive of you
  3. Was the marketing advice aligned with what you really believe, deep in your heart
  4. Did the advice honor your unique views, perspectives and experiences
  5. Did the copy, products and programs you were led to create feel like a natural outgrowth of you?
  6. Did the new website or program or free gift that you created with the marketing expert make you feel proud and happy with the end result?
  7. Did you feel equal in the relationship, or did you feel that they were the expert and you were the beginner?

If the answer to any of these questions was “no,” it turns out that the marketing advice may have been “sound,” but it wasn’t RIGHT for them.

The process of finding the right marketing support provider is exactly the same as going about finding the right doctor, financial consultant, virtual assistant, or other support professional.   It’s not enough that the individual has helped others, or has a “good reputation,” or seems successful.  There are skillions of folks who fit that bill.

What does matter is that they are the right fit for you – that they are empowered supporters of you, and understand what you want, why you want it, and how you want to go about getting it.  It’s about process here, not just about content. 

Further, it’s critical that you like and trust your helper.  If you follow the advice of someone you don’t like or respect, you subconsciously sabotage yourself and limit your success.  You’re telling yourself that despite this person feeling “off” to you, they must know better than you, and that you don’t know enough.  That core self-message undermines the entire outcome of what you’re trying to achieve – bringing about great, new aligned clients and customers whom you wish to serve.

How to Choose the Right Helper for You

Here are several key criteria that must be met in order for a marketing consultant or coach to be a good fit and to give you more than you pay for.  If you want to be pleased with the outcome, and find enlivening marketing support that helps you achieve the outcomes you want in ways that are aligned with who you are, ask yourself:

Does the provider:

  • Take into account your uniqueness and differences from others in your field
  • Feel  in alignment with you, in terms of aesthetics, values, priorities, authenticity, communication, and style
  • Want you to be happy with their services, and will do what is necessary for you to be more than satisfied?
  • Have proven results with others who are like-minded with you?
  • Have marketing materials, website, programs, and products that you feel are high-quality and high-content and that you’d like to emulate?
  • Price their programs in a way that ensures you’ll generate significantly more money within a year from the outcomes of their support than you’ll pay them?

Finally, does it feel “right” and “good” to work with this individual?  Does s/he empower you, or bring you down?

Spending money wisely is a hallmark of successful individuals and business owners.  Please…think carefully before investing in outside support.  Make sure that your service providers are capable of helping you be all you wish to be in the world.  Feel free to say “no” when it’s not working.  Bring up your concerns and ask for change or resolution.  If you don’t get want you need, be prepared to walk away from the relationship when you sense that this partnership is not for you or for your highest good.  Don’t wait to ask for what you know you need and want.

Are you spending money today in a support relationship that isn’t supportive?  Might today be the day to say “no more?”



4 thoughts on “Why “Good” Marketing Advice Can Lead You Astray”

  1. Great points all, Kathy. And I will add my two cents. I went to several coaches before finding one that I really know, like and trust. Here’s what I have learned.
    1. Go listen/see a potential coach at speaking engagements etc. anywhere you can get a sense of their style and fit before you fork over your hard earned money. Get to know them over a cup of coffee or two.
    2. Know how to ask the right questions, stay in touch with your gut reaction and feel free to take on your coach. If you can’t disagree or have an intense dialogue, you are not hiring the right person.
    3. Don’t ask for advice from too many people! Here’s my mistake: I spoke to a different marketing coach from another part of the country on the phone the other day on a whim. The advice I received went contrary to what I believe works here in the Northeast based on my experience. It really threw me for a loop and I second guessed myself for the better part of the day. While she had great value to add, my takeaway was the negative.
    3. When you find a great coach stick with them until you have grown beyond them. Don’t worry, you’ll know.

  2. Thanks, Catherine, for your input. Love your two cents! And it’s so true – we can hear a bit of advice that we know in our gut is wrong for us, but it can still nag at us and bring about self-doubt (for days and weeks if we let it). It’s best, as you suggest, to be extra-vigilant about the feedback you let in, and when you find a great source of wisdom and support, stick with him/her until you grow beyond. Thanks for sharing!!

  3. This is very important advice, I believe. I feel like many people in the support industries capitalize on the fears of their clients, so it’s very important to have people out there reminding us that, if someone doesn’t empower (and “empower” is not a wishy-washy hippy-dippy word) you, it’s probably not a good relationship.

  4. Thanks, Benny. I agree – so many support providers make us feel that if they don’t follow their advice, we don’t know what we’re doing. I simply don’t subscribe to that philosophy. Advice is useful only when it’s empowering. I appreciate your views – thanks for sharing.

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