Tis’ the way of the world now. Do it cheap, do it fast, — do it yourself. Technology -and more specifically Google- has put the tools of the trade in the hands of the business owner. This “everything you need to succeed” approach is simply fantastic, but is it SMART? Should a business owner who specializes in making widgets suddenly assume he/she is a marketing professional? Knowledge garnered by years of industry practice and various college degrees are suddenly rendered useless because of this unprecedented access. Thats what they want you to believe, but will you fall for it?
Lets imagine for a moment you, the business owner, are a gambler. Your company’s advertising budget are your chips and Google is the Casino or “The House”. You see every gambler plays on a different level, but in the end the house always wins. However, the difference is in the details. Novice players use novice technique based on limited knowledge. Professionals use advance techniques built upon experience and skill. Both are present in the casino at any given moment and all are contributing to the house’s bottom line. One loses everything to the house and has nothing to show for it. The other walks away with free rooms, free dinners and sometimes still clutching chips.
It is in the interest of “The House” to keep it occupied with as many novice gamblers as possible for obvious reasons. Rookie mistakes are worth millions to the house. It is in the interest of the Business owner (or “gambler”) to give their money to the pros. Let the pros win you a jackpot by getting the best results at the optimum price.
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