In any business it is very tempting to think it terms of 'You're the Pro' or 'You're the expert' etc., when thinking of hiring someone or buying something to help you. One of the problems with that thought is there are many 'experts' out there whose main purpose is to sell you something. It is hard to bypass all of that to get to what will really help you.
You find this in almost every aspect of online marketing. Just take one area: SEO, and you can find good companies to some of the biggest cons there are. They make impossible promises and many times don't deliver even close to what they say they can.
In this area good companies will turn down business because they know that no matter how much traffic and high a ranking you get, all the other things that need to be in place aren't there. They know that if they go ahead and make a quick dollar on you, that will do more to hurt them than the few dollars they get.
You can combat this by never giving up control mindlessly to those who proclaim they're experts. If they truly are experts, they will take great pains to communicate all aspects of the service or product they offer. They will give realistic upside and downside to the whole process. They will not make outrageous claims that could not be assured of. And I am not only talking about SEO here, it's the whole process altogether.
The best protection against being taken in by this is to always keep a long-term perspective and understand that everything is a process. Your business is too important to simply turn over to an 'expert' and let them do whatever it is you've hired them for, without understanding how it will affect your business.
» How Do You Trust the Experts? from elsua: The Knowledge Management Blog
Here is an interesting weblog post that I have bumped into from The @lpha Marketer on How do you trust the experts? It certainly makes for a good reading and also for some food for thought specially with all this... [Read More]
Tracked on: May 9, 2006 4:52 AM | Permalink to Trackback