5 reasons you shouldn’t do your own marketing

Just because you do marketing for a living doesn’t mean you have to do your own marketing.

marketing-quandaryA lot of my bread-and-butter work is content marketing for a set of clients that might seem counter-intuitive…other marketing companies.

It’s not as crazy as it sounds. In fact, many businesses I interact with—from solopreneurs to full-scale agencies—are increasingly outsourcing their own promotion. Every month I work with marketing consultants, graphic designers, and even several other writers, all of whom are handing off some portion of their self-promotion to me.

These folks aren’t abdicating their creative voice…they’re very particular about what they “say” when I ghost-write in their voices, and are quick to make changes when needed. Yet many of them tell me month after month how much the collaboration helps them sound “even more like themselves.”

Here are five great reasons why they do it, and why you might consider following their example:

  1. You’re busy. Marketing any organization right takes time, which many agencies don’t have. Rather than overloading your staff with extra tasks—especially if you’re a staff of one—it’s often more efficient and cost-effective to put an outsider on the job.
  2. Promotional writing isn’t where you want to spend your time. Many of my clients are talented designers who hate to write. Great copy helps them look and sound good. Some of the writers I work with are very skilled at their craft but don’t write marketing copy, which is very different from fiction or editorial copy.
  3. You’ll keep your marketing machine on schedule. It’s easy to run a content-focused marketing plan when there’s not much else to do. But when you’ve got deadlines for clients who pay well, the last thing you want to do is take time away from that work to do your own self-promotion. Having someone else handle your marketing schedule keeps everything humming when you get busy, and helps make sure that you stay busy by promoting your services while you focus on paying gigs.
  4. You’ll get an objective perspective. It’s easy to get caught up in your needs and motivations when you write about yourself. An outsider is more likely to think like your prospects and write stuff that takes what they want and need into account.
  5. You won’t have to be shy. Creative people are often afraid that saying great stuff about themselves will be perceived as boasting. Having someone else craft the message that tells the world how great you are short-circuits this inhibition by demonstrating that at least one other person believes the power is in you.

Cheers,

-Tom

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