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When I switched careers from journalism to marketing, I struggled to understand this new craft. At first, I thought I was just dense. I eventually figured out the problem: much of the marketing advice out there had zero substance. Today, I spend a lot of time helping clients distinguish between what’s legit and what’s bullshit. There are some common signs of the latter to look out for. The first is confident vagueness. Phrases like "Google likes it when you do XYZ" are the marketing equivalent of “yada yada yada.” Reductive shorthand like this usually means someone doesn't understand it or can’t justify it. SEO in particular is so notorious for this type of misleading language that Google had to publish its own guide to spotting dishonesty. The second thing to look out for: numbers without context. "We ranked them #1" means nothing until you know for what search term, in what geographic area, and for how long. Anyone can rank #1 for their own business name in their own office. Similarly, “We increased X by 500%” means nothing without the baseline. Did a tiny number increase to a less tiny number? Third, be wary of solving without understanding.
Like I detailed in the last few newsletters, every business is unique. It takes analysis and creative thinking to develop an efficient and effective plan.
Of course, that doesn’t stop sales reps from pitching their advertising channel, their software, or whatever other service they’re offering, regardless of whether you’re a dentist, bakery, martial arts studio, or septic cleaning service. The script’s the same, even if these businesses have dramatically different needs. The main ways to avoid getting bamboozled? Have a strategy in place, and don’t be afraid to ask for sources and specifics. As a novice marketer, I was afraid to question things for fear of sounding dumb. You shouldn't be. If the marketer’s honest and knowledgeable, they'll be happy to geek out about it. If they thought they could get away with “yada yada yada,” they'll just move on to the next business owner who’s an easier target.
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