It seems like everybody wants to be a marketing expert these days. I find it surprising that so many are flocking to the space since most polls often put marketers only slightly above politicians as the most despised profession. But I think I know why marketing is considered the new black - There have been a recent number of marketers that have become "celebrities", especially those with strong social media or entrepreneurial backgrounds. For example, Chris Brogan, Gary Vaynerchuk, and Mitch Joel quickly come to mind - These guys are all smart and innovative. But now all of a sudden every Joe Shmoe is thinking If they read a couple social media marketing books and work for a start-up then that's like wearing a rocket pack to the top of marketing coolness. Sorry, but it takes more than that. A lot more.
It's easy to get into marketing but it's tough to do it well. People are often drawn to it for the "fun" and "creative" elements so they spend their time dreaming up events, logo designs, and espousing wisdom about needing to create awesome social media experiences. If that's all you care about then let me save you some time and go use http://whatthefuckismysocialmediastrategy.com/. Talk is cheap - Do not judge a person based on what they say but rather on what they do or have done. If a marketing initiative doesn't save money or make money then I don't want to hear about it. You better have walked the walk if you're going to talk the talk. There's no substitute for experience.
So, what the hell makes me an experienced expert? I actually don't claim to be an "expert"; I consider myself a "specialist" and like any specialized professional worth their salt I pursue knowledge, experiences, and truth to ensure I maintain certain standards. I also worked for start-ups and high growth companies for 12 years before I started my own company in 2010, so most my experiences have been trial by fire (I just happen to be attracted to fire). Anyway, this post is not about me. You are free to work with whomever you choose but before you sign that consulting contract make sure you're buying the steak and not just the sizzle. Marketing is more than trendy, it should be profitable.
