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Demystifying the value of marketing and communications

Demystifying the value of marketing and communications
Demystifying the value of marketing and communications

In the world of business, we often encounter an amusing paradox when it comes to the values of services. Picture this: a plumber comes to your house to fix a leak and nonchalantly quotes you $1,000 for the job. You might do a double take, but chances are, you'll pay up without too much fuss. We don't usually question the plumbing bill. Now, think back to that recent $3,200 you shelled out for a minor car repair. Again, you may have winced, but you probably didn't embark on a quest for alternative mechanics. It's almost as if we've collectively decided to accept plumbing and auto repairs as unavoidable costs of adulting, no questions asked.

So, here's the kicker: Why do people and professionals sometimes struggle with the idea of paying marketing and communications experts?


The comedy of tangible vs. intangible services

The answer to this riddle lies in the perceived value of services. Plumbers and mechanics, bless their pragmatic souls, offer tangible solutions to tangible problems. When they present you with the bill, you're looking at the fruits of their labour. You can touch, see, and marvel (or grimace) at the results.

Now, let's pivot to the world of marketing and communication. It's a different ballgame entirely. We're talking about crafting strategies, churning out content, and designing campaigns aimed at building brand awareness, engaging audiences, and generating leads. The outcomes here are often intangible and might take a little longer to reveal themselves.

The timely paradox

Here's where we get into the time-space continuum of service expectations. Plumbing issues and car repairs deliver instant gratification. You call, they come, they fix, you pay, end of story. It's like a magician trick with a predictable finale.

But marketing and communications? Ah, that's a different story. It's like planting seeds in fertile soil and waiting for your personal jungle to sprout. You won't see vibrant flowers or fruitful trees overnight. It takes time for them to grow, flourish, and bear fruit. That's the catch.

Many businesses and professionals stumble on this part. They anticipate quick wins, akin to the relief of a fixed tap or a revved-up car engine. But here's the reality check: marketing and communications often operate on a slower burn. It might take six to twelve months, or even more before you start seeing those coveted leads, sales, or engagement metrics soar.

Balancing expectations

 So, how do we make sense of all this and start appreciating the true value of marketing and communications? Let's break it down:  

  1. Investing in expertise: When you hire a marketing or communications expert,     you're not just getting a pair of hands; you're tapping into a well of knowledge, creativity, and strategic thinking. These professionals are the architects behind your brand's future, and that's worth its weight in gold.
  2. Time is the name of the game: Brace yourself for the long game. Marketing and communications are like fine wine; they get better with time. Building brand credibility, expanding your reach, and nurturing customer relationships take a while. Patience is your secret weapon.
  3. Measuring progress: Instead of solely fixating on instant returns, keep an eye on the journey's milestones. Metrics like website traffic, social media engagement, and lead generation offer glimpses of progress, even before the grand finale of ROI.
  4. Consistency matters: Success in marketing and communications hinges on staying the course. Regularly updating content, engaging with your audience, and adapting your strategies based on insights are essential for long-term growth.
  5. The     Butterfly Effect: Keep in mind that the ripple effect of marketing and communications can be profound. It extends beyond immediate sales, paving the way for referrals, partnerships, and sustainable growth down the road.


As we reflect on the value of marketing and communications, let's unshackle ourselves from the chains of instant gratification. Plumbing and car repairs may offer quick fixes, but the magic of marketing and communications unfolds at its own pace, like a captivating story slowly coming to life.

So, the next time you find yourself hesitating over that bill from your marketing or communications expert, remember the journey you're on. You're not just paying for a service; you're investing in your brand's future. The building of a strong brand, the cultivation of relationships, and the generation of leads—is all part of a journey, a marathon, not a sprint.