Wednesday Updates

Things we're thinking about this week.

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Shallow vs Deep Thinking. When something is free, it usually isn't. There's no such thing as free, somebody is always getting something in return - maybe not in a traditional way, but in a way that helps them (charity, in particular, has non-obvious benefits).

On the other hand, things that are paid (or expensive) have a concrete reason for being that way - they're selling you a story. The difference between a free consultation and a $500 consultation, even if they're identical, is that you perceive more value out of it (why else would they be charging for something that is typically free?).

Looking at price is a fun way of figuring out whether a digital marketing agency is worth their fees. If an agency is charging very little for their services, does it mean that they're not experienced? Maybe they're not very good at what they do - you get what you pay for. On the other hand, if an agency charges twice as much as everyone else, they must know tactics/secrets that other agencies don't. Maybe they can get the job done in 1 month instead of 3! Unless they're delusional, there's no reason they can justify charging so much. In these cases there are other differences of course, but the perception is very different.

The key, in this case, is figuring out whether marketing agencies can tell stories - if they can't, then they're unlikely able to do so for your brand either.