So there I was, on my hands and knees round the back of the fridge with the plumber. I’d spotted a leak and called in a chap I’d used before.
He’s quick, clean, courteous and cheap and so his details are kept in my G.A.L.M.I. file – Get A Little Man In. My G.A.L.M.I. file contains the details of tradespeople I’m happy to use because they’ve proven themselves to be reliable, honest and good value.
There’s also a G.A.L.M.I. file for photographers, web designers, video makers, artists, printers etc… who have skills and abilities that I don’t… whose services I call on from time to time to help with projects I’m undertaking for clients.
Y’see, I know and am not embarrassed to admit my limitations and am happy to call in other specialists where needed. If you need marketing, PR or sales campaigns, I’m your man. But my photography skills are confined to holiday snaps… I can write sizzling content for a website but haven’t a clue how to actually build one… you get the idea…
We probably all have our equivalent of a G.A.L.M.I. file because we know a good tradesperson/professional is hard to find and when we find one, we hang on to them. We trust them to do the work that we know we are not skilled to do. We understand that some things are better left to people who have the qualifications and experience and actually know what they’re doing.
So why do so many businesses managers not apply the G.A.L.M.I. principle to their marketing? Unless they’ve passed the exams and got the qualifications, most business managers simply don’t understand what marketing is or what it does. But they think they do! So they give it a go. And then they’re surprised and don’t understand what went wrong when their efforts fail.
So… to any manager who is tempted to try marketing for themselves, my message is: Don’t. It’s like handing overt the future success of your business to someone who hasn’t as clue. If you’d call in a professional to fix the pipes or mend your car, why would you not call in a professional to improve and grow your business?