Image of my actual keyring from the amazing Third Drawer Down
My husband is a clinical psychologist. His clients are usually people dealing with very complex issues like addiction, mental health, homelessness, and abuse. He has a PhD, has been in his field for over 15 years, and yet people still think they could do what he does. It’s just listening to people and telling them what to do in a given circumstance right? Well yes, but…
Similarly, although much less seriously, marketing is a discipline that everyone has a level of familiarity with. This often gives them a false confidence in their own ability to do it well.
Don’t get me wrong, all of my clients were doing their marketing and communications activities perfectly well before I came along. Anyone who turns their attention to it could probably make a good fist of marketing for their service or product.
Just as clinical psychologist is more likely to have better outcomes treating people with complex issues, a specialist marketing professional is more likely to ensure each dollar spent on research, promotion, design, advertising, media, donor relations, partnerships, etc. will return better outcomes for you. Furthermore, without getting too snooty about it, a marketer has a level of strategic understanding that a public relations, development, sales, promotions, or events specialist rarely bring to the table.
To be perfectly honest though, it’s rarely an identified strategic gap that prompts people to reach out to a contractor like myself. More common is the lack of hours in the day, or headspace to properly plan and get proactive about marketing. People are simply too busy making the magic happen to tell other people about their magic.