There are certain people who you and your business need to avoid.
Some are easy to spot
- The web designer, whose website looks ugly.
- The marketing expert, who has to attend networking groups because their marketing doesn’t work.
- The guru, who claims to be in demand, yet offers free consultations.
- The copywriter, whose content is uninspiring.
- The Internet marketing expert, who needs to use pop-up boxes because their site isn’t optimized correctly.
Others are harder to spot
- The strategist, whose own strategy isn’t working.
- The social media expert, who used software to attract 100k followers, yet is clueless. Read this!
- The accountant, who understands the numbers but can’t express what they mean to your business.
- The PR person, whose own PR doesn’t create any meaningful buzz.
- The marketing expert, who baffles you with buzzwords to hide their lack of knowledge and experience.
- The business coach, who has never built a successful business.
Here’s the thing: With a slick website and some testimonials [fake or otherwise], anyone can claim to be an expert in anything.
So, before you hire the services of an expert, ask them to back up their claims in a way that is both meaningful and measurable.
Only when you are 100% satisfied with their credentials should you consider investing in them. The cost of bad business advice is far, far higher than the purchase fee.