Think of it this way… Think of something you hate to do. Now, think about where that task is going to fall during your day. I’m thinking the procrastination bin. Aha… (I’m adding my E-mail address and Web site in this paragraph. Why I’m doing this will become apparent in a few paragraphs down. Jo Diaz at Diaz Communications)
Okay… because this task isn’t getting done with some immediacy, you’ve already lost money, because something important’s not getting done, and that costs you money.
Now, let’s assume that it has to do with your image.
It’s not getting done, but other competitive brands have met that challenge; therefore, they’ll flourish long before you. That’s your money down the drain.
A long time ago, I wanted my Webmaster husband Jose to create a “Trade” section for the winery I was working with at the time. I had been creating lots of support material, and wanted it readily available for the sales team, as well as for wholesalers, retailers, and restaurateurs. I’d try to explain to him what my vision was, but just couldn’t get my point across. I already had two years of high school French, one year of high school Spanish, eight units of Spanish, and a full year of learning and using sign language, but knew that this foreign Hypertext Markup Language (html – the code that it takes to get something up on the Internet) was something right out of Star Wars… So off to school I went, again.
Not only did I learn basic html, but I was also reminded that the more I knew, the more I don’t know. Jose went to class with me, because frankly I was tired of walking across a dimly lit parking lot at 10:00 p.m. In that class, I learned how to talk to Jose, and Jose got the benefit of learning all the advanced information that was going right over my head. We both greatly benefited. This is how I can write this blog without his help. Jose built my basic structure – my Web site, and I now completely manage all aspects of this site.
Here’s what the back end of what I just wrote looks like, and only the first paragraph, because I want to show you this new language… for good reason, which I’ll explain right after you look at this jargon (and I had to add some spaces in places, so it wouldn’t go right back into HTML language).
< p>< div style=”padding: 5px; float: right”>< /div>Think of it this way… Think of something you < em>hate< /em> to do. Now, think about where that task is going to fall during your day. I’m thinking the < em>procrastination bin< /em>. Aha… (I’m adding my E-mail address and Web site in this paragraph. Why I’m doing this will become apparent in a few paragraphs down.< strong>< a xhref=”mailto:email@example.com” mce_href=”mailto:firstname.lastname@example.org” > Jo Diaz< /a>< /strong> at < strong>< a target=”_blank” xhref=”http://www.diaz-communications.com/” mce_href=”http://www.diaz-communications.com/” >Diaz Communications< /a>< /strong>)< /p>
I just had a client tell me that he’s going to have someone in his office manage his Web site. Yes, it’s someone who can’t understand the basic code above. So, while it would take someone an hour to write what I’ve just written and uploaded ($75 per hour), it’s going to take someone with a core competency toward bookkeeping three hours to figure out what she needs to know (at $30 per hour – $90), lost time just dreading the task, and all the sales orders that her boss will miss by not having someone with high tech skill just getting it done.
If you wouldn’t ask your support person to assist with your sales negotiations (because that’s not his or her department), why would you ask him or her to do something this complicated?
Hopefully, considering this marketing advice, the more you now know, the more you know you don’t know, and you leave tasks like this to professionals, in order to not have your money going down the drain.