That Thing I Do
I’m a writer. I write.
Sounds pretty simple, doesn’t it? You’d be surprised, though, how often I’m asked (or assumed) to provide additional marketing services, such as graphic design and layout, media distribution, or branding strategies. While I’m happy to offer basic advice in these areas, my answer is always the same: “I’m a writer. I write. That’s my expertise. If you need these other things done, let me refer you to following experts….”
That’s not a slam against the generalists. I genuinely respect and admire those “utility players” out there who can do it all and do it reasonably well. Sometimes I feel like Dr. McCoy, grumpily reminding everyone that “I’m a doctor, not a (fill in the blank).” But I honestly feel that, in my case, I can render the best possible value to my clients by focusing on doing one thing really well. I would rather provide the writing expertise for a project while attaching a graphics expert, a branding expert, a PR expert, etc., to fashion a final product that exceeds all expectations. It might cost more to hire three experts than one generalist (or it might not — shop around!), but the final result should speak for itself. Remember, marketing expenditures are an investment in your company’s future profitability. Invest wisely.
I’m also a big believer in teamwork. The “think tank” approach can bring exponential gains as multiple brains work together, each dedicated to tackling one aspect of a multi-layered challenge. Having a wealth of opinions, experience and viewpoints gives you more options to work with. And a strong project manager or coordinator can help you keep the whole thing on message, on time and on budget.
I’m fortunate to be connected to many talented marketing professionals, each of whom has specialized skills and experience, and together we become a kind of super-expert, a professional marketing team ready to capture the client’s vision while adding our own blend of fresh thought and creativity. It’s like those Japanese toys that merge to create one invincible super-robot, except that the final product is fighting for your company instead of galactic peace. (Well, one battle at a time….)
So I say again, with pride:
I’m a writer. I write.
