“You can’t swing a dead cat…”, the saying starts out. The
rest of the saying it typically a humorous reference to an over abundance or
saturation of…something. As in “you
can’t swing a dead cat in Portland without hitting a vegan”. Okay, no offense
to the vegans, I love you all.
And so it goes with marketing. “You can’t swing a dead cat without hitting a
The overabundance of something however, does not indicate
quality. In fact, it usually means the
opposite. Once something becomes
popular, we experience the bandwagon effect.
Everybody and their brother think they can do it too, diluting the
overall quality of the group.
“Did you just Google, how to be a marketing expert?”
So how do you find the right marketing expert that can
actually help your business? That
question can only be answered by first understanding your business needs, what
makes your business unique, knowing your message, and having identified your
target market. Your business is special
and your marketing expert should be too.
Unfortunately, many marketers are quick to sell you on their
package of “one size fits all” services.
And if your only business goal is to fit in with everyone else…then go
for it…be average. If your goal is to
disrupt the market, turn people’s heads, and slay the competition, then you
need a marketing expert that does that too.
A marketing expert that gets you. Be selective.
Bottom line: Stop swinging dead cats.