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What the hell are you REALLY paying an agency for, anyway?

Time is money. Let’s just accept this as true. We can go on about it, but it would be a waste of time. Which is actually money. Whatever. Let’s try not to waste either one, okay?

When you hire an advertising or marketing agency, you commit to spending money. On what? An ad campaign? Artwork? Words?

Business intelligence shouldn’t be a paradox. It’s your ticket to ROI.

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker

Back in 1861, as the U.S. was just getting the Civil War underway, a 23-year old Philadelphian named John Wanamaker was opening his first department store with his brother-in-law. His store was founded on the revolutionary principle: “one price and goods returnable," which kind of made him an early version of Amazon.

NEWS FLASH: Everyone who’s ever had a website wants people to find it. And that’s pretty much where the trouble begins.

Because chances are that your website isn’t the only website to do whatever your website thinks it’s doing. In fact, there are probably THOUSANDS of websites trying to do the same thing. The Internet is a pretty big place.

Now you’re choosing like a real chooser!

First of all, if you haven’t read PART ONE of this keenly insightful guide, then you need to hang your head in shame. But mostly, you need to read it, because it’s going to help you decide whether to bring agency services in-house. Perhaps you can read it with your head hung in shame and accomplish both. Whatever works.

Or maybe it doesn’t. But it probably does.

We know what you’re thinking. “How can this stupid blog know anything about my brand? It hasn’t even seen it!”

Well, either this blog is some omniscient, magical creature that can see through time and space with uncanny precision, or brand happens to be something that most people simply do not fully understand. You decide.

WE ARE TOTALLY READING YOUR MIND RIGHT NOW. Indeed, here we are, sifting through your hopes and desires and…guess what? It looks like you want more business. Imagine that!

Did we just blow your mind? Are you going to tell all your friends about the amazing mind reading agency now?

We get it. Companies aren’t necessarily versed in how to choose an outside agency for advertising, marketing, or strategic consultation. And government entities are often required by law or bylaw to put out a Request For Proposal (RFP), even if they already know who they want to hire.

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