So You Don?t Believe in Outsourcing

Entrepreneurs are hardy stock. But sometimes hardiness can get you into trouble.

Especially when you're over committed and could use a little help.

All too often, new business owners decide they don't need to hire any outside services. You know how it goes?."I can do this myself. How tough can it be? It's just a simple direct mail campaign."

Big mistake! Trying to do it all yourself ?unless it's your area of expertise?.usually costs you more in the long run. And most of the time, the work looks pretty unprofessional.

Here's the scenario?

You're starting a consulting business. You decide you need business cards, a logo, a handout of some sort and a website. Pretty basic. You figure you can hire the right people and manage these projects yourself.

So you do. You brainstorm some names for the company, run them by a few friends and select one for your business. Next you find a designer whose work you like and meet with her. You describe the services you'll offer and what colors you do and don't like. Maybe you'll even have some sketches of what you think your logo should look like.

So the designer (working with minimal direction) starts to work. Unless you've given her detailed information on your target market, your niche, how you see your identity developing, this designer is pretty clueless. But she comes up with some designs. Once again, you go to some friends and family members for feedback. Based on the general consensus, you select a design (hopefully, it will fit with your company name and what you do). You can now either leave it up to the designer to get printing quotes for your business cards and stationary. Or you can do it yourself and get some price comparisons. You'll need to know what type of stock you'd like, paper weight, quantities, etc.

Next you want to start on some sort of handout or brochure. Do you stick with your logo designer? If so, better make sure you've seen some samples of brochures she's done. Often designers specialize in one product or another. I've worked with great logo designers who can't do other collateral.

And what about your web site? Is your logo designer also able to do site design? What about development? Not all designers are developers. In fact, most aren't. The best developers I've found started out as web folk, whereas my best designers are sticking to what they do best ? graphic design.

You also need to decide how many pages your site will be, what they are (the menu), how you want the site to lay out (site map), whether or not you need a dynamic or static site, what elements need to be included, etc.

Still happy with your decision? Better make sure you nail down the costs on all of this so you're not surprised upon completion.

Lastly, don't forget about the copy. You need some for your brochure. You need different copy for your website. They're different types of marketing tools and the copy needs to be written in a different style for each. But everything needs to work together (be integrated) so you don't look like a fractured company. Your brochure and website should have the same look and feel?.but the approach is different.

If you're still managing this yourself -- kudos. Especially if you have time to do any selling or networking or research. Because you've taken on full-time work as a marketing person/project manager.

To think?. you could have saved yourself a lot of aggravation and time if only you'd called in a marketing specialist at the beginning. Then you'd have one person who could manage all the above projects for you:

? working with the designer (or designers) and developers to making sure everyone involved understood what you do and who you do it

? reviewing, rejecting, and/or approving designs before you ever see them

? writing copy appropriate for each product

? proofreading ? overseeing all the various vendors to make sure workflow is on schedule and work is correct

... and only calling you for selection, fact verification or final decisions.

Then again, maybe you like a challenge. Or maybe you just need to micromanage everything. Because by the time you're done, you're likely to end up with a disjointed marketing "program" (for lack of a better word). And when and if you finally do call in a marketing person to revise your marketing material, you'll probably find that turning everything over to a specialist -- who does this all the time ? would actually have cost you less than doing it yourself.

At least you'll know better next time.

Rickey Gold & Associates is a small, hands-on marketing communications firm that helps clients identify, reach, entice and sell to their target markets. http://www.rickeygold.com
http://www.rickeygold.com
773.348.4973

shuttle from O'Hare Brocton .. Lockport Chicago limo O’Hare
In The News:

Experts say hackers who used to focus on Windows operating systems are increasingly targeting Apple IDs as part of a new phishing campaign.
Unitree, a Chinese robotics company that developed a backflipping robot, has now introduced a humanoid robot capable of doing a side flip.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
According to the FBI, cybercriminals are sending extortion letters, threatening to release victims' sensitive information unless a ransom is paid.
FireSat is a satellite project designed to detect and track wildfires early, aiming to detect a fire that's the size of a classroom within 20 minutes.
Tech expert Kurt “CyberGuy" Knutsson reports that researchers have uncovered a Chrome vulnerability used in a cyber espionage campaign.
Preserving voicemails securely on Android: Tech expert Kurt “CyberGuy" Knutsson reveals easy methods to keep memories alive forever.
This phishing kit bypasses 2FA via session hijacking and real-time credential theft. Kurt “CyberGuy" Knutsson offers four ways to stay safe from Astaroth phishing attacks.
Tech expert Kurt “CyberGuy" Knutsson discusses Joby Aviation and Virgin Atlantic planning to launch 200-mph U.K. air taxis linking airports and cities.
Fake Apple virus warnings, security alerts and messages are tactics used to prompt you to call a number or click on a malicious link. The CyberGuy explains how to protect your devices.
The combination of artificial intelligence and neuroscience allows a paralyzed man to manipulate a robotic arm by using his brain to imagine movements.
With the help of artificial intelligence, sophisticated fraud techniques emerging today are virtually undetectable to the untrained eye.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
If you need to free up space on your Mac, consider deleting duplicate photos in your image library. Apple makes it easy to do, and the CyberGuy explains the process.
Microsoft is discontinuing Skype in May after 22 years of service. Kurt the CyberGuy addresses other options for internet-based phone and video service.
Tron 1, a Chinese company's two-legged robot, is versatile and can walk, roll and pivot, even on rough terrain. Tron 1 stands 33 inches tall and weighs 44 pounds.
Hackers are tricking people into installing password-stealing malware by making them press keyboard shortcuts under the pretense of proving they're not bots.
Saving the voices of loved ones can be a comforting way to keep alive memories. Kurt "the CyberGuy" Knutsson explains how to preserve voicemail messages.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
The FBI warns that some free online document converters load malware onto people's computers, making their private information vulnerable to attack.
Toyota's compact electric FT-Me is designed to tackle challenges of city living while offering an accessible and eco-friendly transportation solution.
Kurt “CyberGuy" Knutsson says 23andMe's bankruptcy raises data privacy fears: Opt out, download and delete data now.
UBTech and Zeekr unite with AI robot swarms to make car manufacturing faster and smarter. Tech expert Kurt “CyberGuy" Knutsson explains how the process works.
Tech expert Kurt “CyberGuy" Knutsson says Apple's Passwords app had a three-month phishing flaw from iOS 18 to 18.2 patch.
Tech expert Kurt “CyberGuy" Knutsson discusses how this super-small electric mini-truck takes a big step toward production.

So What? How to Elicit Benefits from Features

"So what?" is a lovely question.It can lead to a... Read More

5 Good Reasons a Self-Employed Professional Should Take Vacation

So you think you're not justified in taking time away... Read More

Be Prepared When Business Investors Look Beyond Your Business Plan

You have spent considerable time pulling your business plan together,... Read More

Building Your Business for Success in 2005

It's a strange anomaly.Most people who set out to start... Read More

Professional House Cleaning - The Dirty Little Secret

Are you tired yet of all the books out there... Read More

How the Humble Ice Cube Made Business History

Gather round while I tell you the story of Kennebec... Read More

Small Business Stress Buster: Completion not Perfection

Completion not Perfection Five Keys To Doubling Your Productivity and... Read More

Small Business No How - Dont Give Away the Farm

You're pretty proud of yourself! After all, only four months... Read More

The Misconceptions of the Value Of Disclosures in Franchising

Disclosure laws in franchising are suppose to help the consumer.... Read More

Todays Chef, Tomorrows Restaurateur -- Startup Tips by Restaurant Consultants Inc

Researching information for a recent business plan, I came across... Read More

How to Protect Yourself & Your Business

As a business owner, you already know how important it... Read More

Franchise Company Operations Manual Sample Outline

Many companies wish to expand and a few wish to... Read More

Family Business and Conflicts

What is a Family Business? A family business is basically... Read More

Procrastinate Your Way To A Successful Small Business

What will your business look like a year from today?If... Read More

Auto Detailers and Competitive Aspects of Automobile Detailing

There are both fixed and mobile detailers. Consumers often will... Read More

Do You Microbifer in Your Cleaning Business?

Microfiber cleaning towels have been around for about ten years... Read More

From Birth to Death

Your product is dying. With the same inevitability that we... Read More

The Joy and Hazards Of Finding Your First Office

Q: I have outgrown my home office and need to... Read More

Awning Cleaning Business Case Study: Entrepreneurship 101

It is most fascinating to study how entrepreneurs spot opportunity... Read More

The Workers? Compensation Situation in this Country is Nuts, Arnold in CA Takes Action

The Workers' Compensation situation in this country is unbelievable. Why,... Read More

Local Search and Internet Yellow Pages - A Whole NewVocabulary for Small Businesss

Buyers want both online and local information about where to... Read More

A Look at Incorporating a Business in Florida

As you may know, there are many ways to incorporate... Read More

Web Based CRM Systems: Get Mobile; Get Results

Everyday more web based companies enter the business scene. The... Read More

Definition of Security: Small Business Owner

Yes, that IS security when nobody can downsize you because... Read More

Small Business And The Ability To Find Market Place Opportunities

Marketing is one of the four corner-posts of a solid... Read More

Chicago charter limousine service Hickory Hills ..