Cool tune, but a real problem in our industry. The issue is that clients think they understand marketing and design. Sure, there are a few that do, but the vast majority think it’s about pretty pictures and sales. Both of which are a part of it, but significantly smaller than you’d think (if you don’t know, that is).

So when I say “money for nothing”, I don’t mean that we (as marketers) do little work and make a chunk of change. What I mean is, we do a vast amount of work, the client modifies everything without contextual education and the product loses the functionality that is needing. Thus, all the work that is done (budget that is spent) is essentially done/spent for no real end result.

It’s not that the client shouldn’t share their ideas, because that’s where many concepts start from. I’m also not saying that your marketing team is always right. That’s pure delusion. All I am saying is that a campaign needs to be rationalized based on the parameters that define success. So if your definition of success is more foot traffic, don’t take away the way to measure that foot traffic due to budget. If your definition of success is recognition, for the love of god, don’t use a bootstrap website.

Remember, that your agency is not designing for you. They are designing it for your target audience and for proper communication to them. I can’t emphasize this enough. It’s nice if you like what is done, but it’s essential in marketing to create something that functions. Don’t get hung up on your personal preferences. Think of it from a client eye.

If you are a business working with an agency, make your agency rationalize their process and trust them to do their jobs. They don’t know what you know, but if they are an agency worth their salt, you definitely don’t know what they know. And that is why you’ve hired them. You’re typically too deeply embedded in your world, and you’re drinking your own Kool-Aid, so to speak. You need this outside perspective.

If you are a marketing agency, listen to what your clients expectations are and communicate how you are going to satisfy those expectations. You may know what you’re doing, but you need to make sure you understand why. Also, ensure that the client has the budget to execute on this vision and in compliant in moving forward.

In the end, don’t spend your money on nothing. It hurts your bottom line, it hurts the success rate of your agency, and it doesn’t speak to your customer. Even if you “like” it.