DIY & WYSIWYG: The Bad Guys You Don’t Recognize—Until It’s Too Late.

Published by Martin Communications

See if this story sounds familiar—


You designed a logo for your fledgling company late one night. It’s cute, it’s alright, not quite what you envisioned, but hey—YOU did it. It’s free and that’s a good thing—afterall, you were a new business startup. You feel “it’ll do.” So you use it. The printer makes up some business cards using that logo. Again, not quite what you had in mind, but you need to start getting your name out there. Time is of the essence and you need income!


Next you let the printer design letterhead, envelopes, and maybe a sign. Then a brochure, a handout, and an ad. You try to organize a luncheon for prospective clients. You ask the local radio station to give you a plug and your local newspaper for an interview. Your buddy down the street does websites on the side, so you handed that over to him a couple months ago. (Hey! You thought he said he’d be done a week ago? Or was that two weeks ago?)


Suddenly every marketing effort becomes a nightmare—both in time and expense. And worse yet, everything is still not quite what you had in mind. Before too long, you wonder why your business is not taking off like you had hoped. Was it because you had a bad idea for a business?


No. It was because you started with a DIY (Do-It-Yourself) plan.


DIY leads directly to WYSIWYG—What-You-See-Is-What-You-Get. If you’re smart, you take a step back and see where your WYSIWYG efforts have taken you. It doesn’t take long to arrive to the conclusion that nothing is cohesive, nothing really had a plan, and it becomes pretty obvious you were “winging” it. That great “deal” the printer gave you—and the billboard space someone had available that ended up blocked by a tree—the website guy down the street—all sucked your cash out of your pocket. Looking back, how did you end up this way? Ah. Yes. That logo you started with. The one that you felt “it’ll do.” Yes, it did—it all but ended your business.


Moral of the story? Start your company out right—partner with professionals who not only know advertising, marketing and design, but who also know how to save you money so you can make even more.

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