Having written last on the “5 DIY B2B Messaging Mistakes” I’ve decided to address another challenge, hiring “Messaging Help”, that consultant, agency or firm that’s gonna help you get it right. And while I admit I have a biased view here, in the sense that I am a provider of this, I wanted to step back and talk about how to find the “contractor” that works for you. Since there is no Angie for B2B messaging, here’s a starting point to help you on your decision path.
Here in no particular order, and my top 5 tips on hiring Messaging Help…
- Beware the Generalist – everyone can “do this”
- Beware the Specialist – too much speciality can kill
- Beware the Low Cost Provider – price can be the signal of value
- Beware the High Price Provider – are you paying for overhead or quality
- Messaging or Domain Expertise – yes, you need a lot of one, but some of another
Let’s go a bit deeper on each of these tips:
#1 Beware the Generalist– Often an individual who has a great track record as a CMO or VP, they can do it all. But when’s the last time they did this? Think of it like hiring a retired QB whose now a head coach to be your Quarterback on the field. Or a general contractor, who hasn’t touched a pipe for 20 yrs to fix your leaky toilet. Can they still do it? Are they in synch with the current products, codes and tools? You get the picture. Messaging is a skill, and like any skill, it degrades if not practiced.
#2 Beware the Specialist – You hire these firms to do a job, because they are specialist at it. Then you discover that your web, your PR, your demand gen agency probably all have “messaging” offerings. That’s great if you want press coverage, or web or ad copy, but that’s what you will get. If your project is to build CORE MESSAGING, the blueprint or “bible” for your business, product line or service offering, beware of getting a great message for one of them, and thinking you are getting it all. Maybe a specialist messaging firm is a better answer!
#3 – Beware the Low Cost Provider -With messaging, there is NO barrier to entry. Just say you do it, tell a story or two, and then go to town. And do a bunch of other stuff too. (see tips 1 and 2 ;)). And do it cheap and fast. Well, you know the old adage, you can have good, cheap and fast, but you can’t get all 3. When a “messaging provider” is 1/3 the cost of the going market rate, then you should slow very much down before hiring them. Let’s say you were going to tile a bathroom in your home, and you get 3 quotes, one for $500, one for $1800 and one for $5000. Well, for me, if I want a good job that lasts, my first choice to dive deep into references, etc, is the $1800 one, unless of course I want it cheap because I am selling my house next week. There’s a reason why specialized skill like messaging aren’t cheap, because they are valuable and strategic. If it isn’t worth investing in, maybe you should be doing DIY!
#4 – Beware the High Cost Provider – On the other end of the spectrum is the high price provider. These usually show up as larger agencies with a very dynamic leader/founder who does most of the selling. Then they have a small to large army of “consultants” who do the work. This usually translates into more overhead for the provider, and bigger prices. This is OK, but the biggest risk is that the consultant or team of consultants will not be near as skilled and capable as the founder. Of course, the founder will promise you that they will be :involved: and that you are getting their best team. Is that worth the bet and the price tag?
#5 –Messaging or Domain Expertise – Yes, it depends. Obviously I am biased that messaging expertise is critical. That’s obvious already from tips 1-4. But do you need domain expertise too. My answer is yes but. I would NOT hire a provider to do the work if they had no knowledge of my space, though I would define space pretty liberally. If I was a marketing automation vendor, I’d hire someone who did a lot of sales automation but maybe not so much marketing, but I probably wouldn’t hire someone who’s closed connection to marketing automation was something like Support automation. Surprisingly, I would not hire someone who ONLY did marketing automation work. Why? Cross domain expertise is CRITICAL to creativity and out of the box idea generation. It’s invaluable in this line of work. Don’t over-focus on Domain expertise, if you don’t already have that in spades, you have a bigger problem then messaging!
So if you’ve decided to “get help”, I sure hope these tips drive you to a great decision and you hire the right person or agency to best serve your needs, and hopefully for just a few of you, that person will be me!