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Let’s say I buy a Ferrari.

I’m not going too. Really… I have little desire to own that kind of car, but for fun, let’s say I buy one.

Of course, the first thing I’d have to do is shell out six figures+ for the car. Then I’d have to pay more for insurance. Pay more for tires. Pay more for routine maintenance. The list could go on. The point is, running/maintaining a supercar is pricey and requires specialized tools, skills, and knowledge.

The reality is, what most successful businesses offer is like that Ferrari. It takes a lot of time and money to get it up and going, and even once you do there is still the cost of maintaining what you have, running what you have, and of course improving on what you have. I think many business owners either forget about those costs or get upset about those costs because “hey I already paid the big bucks to get this fancy system/product/funnel/tool I shouldn’t have to keep paying for it!”

What if I decided that, to make owning and running my Ferrari more palatable, I’d take it down to the local bicycle shop for its regular maintenance… I mean, after all, the bike shop is used to working on “vehicles that get you from point A to point B” right? They work on things with metal frames and rubber tires, yes?

I recognize that this is a hyperbolic analogy, and I think we can all agree that the suggestion is ludicrous! If you hired a person who is REALLY good at fixing mountain bikes to maintain your Ferrari, things would fall apart almost immediately!

The point is, in your business, there are things just like that Ferrari. Think specifically about marketing… If you hire someone that is really good at making pretty pictures, or really good at dressing up a website but has no idea how to drive paid traffic to an offer and get conversions, you’ll save a few bucks early on, but down the road guess what’s going to happen…

Don’t hire a bike mechanic to work on your supercar.

-Andrew

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