There's an epidemic going on.  It concerns the proliferation of those who don't want to pay for marketing services.
 

This includes website development, graphics and copy; public relations releases; brochure production and printing; social media posts and blogs; market planning; marketing consultation - the list goes on and on.
 

Would these people ask a roofer to fix a roof or a remodeler to remodel a kitchen at no charge (oh yes, there's price haggling going on; but they still know better than to ask for these services for no cost).  Should a realtor relinquish her commission?  How about a new sound system or computer?  How many BlackBerrys are free?  

I don't want to be defensive about this.  Here's what I believe is going on:  when it comes to marketing, people don't know what they need, what to expect or what to pay.  And they have this deeply-imbedded fear of being ripped off, when they're dealing in areas beyond their expertise.  Therefore they go into avoidance about researching companies who could be of the greatest help.
 

Last week someone said to me, "I know I need marketing, but I'm so scared."  Huh?  I then asked, "What are you scared of?"  Her reply: "the cost.  "She's scared without even seeking a good marketing consultant for a half-hour of prospective, gratis discussion to determine what her company needs.
 

There are people who won't pay for an hour or two of a lawyer's time, because they're offended by the hourly fee; yet they allow themselves to be taken over the barrel by a devious employee or greedy vendor.
 

What's wrong with this picture?
 

Here are some steps to help you, when seeking professional services:

1. Ask two or three business colleagues whom you respect for the name of a good (CPA, lawyer, financial planner, marketing consultant, realtor) whoever.
    
2. Call these people and ask how they work.What's the chance they allow a half-hour introductory session at no cost?  This is usually a courtesy with professionals, to allow you briefly to discuss your needs, their fees and determine whether or not there's a "fit."  This is quite different from fee services.
    
3. It won't take long to gain a decent idea of what to expect to spend.  And you have every right to ask if they will offer terms.  Nothing ventured, nothing gained.

Marketing is a discipline your company needs . . . period.  Experienced professionals deserve your respect, and you benefit enormously from drawing upon their expertise.  Ask for free, and you'll get what you pay for.
 

Put it this way:  isn't your business about trying to woo clients, customers or patrons?  How would you like it, if people regularly tried to get your products or services free of charge?  How would you meet your household expenses and company overhead?