3 builders who never spoke to each other

Hire the channel out and tie the pay to results

Insisting everything stays in house produces posts that read as astroturf to the regulars of any community worth being in. Bringing in someone who genuinely participates there, or one excellent writer rather than several average ones, and attaching a commission to explicit goals is what makes the spend accountable.

The method

1. 01

   Pay the person running your marketing channel a commission tied to the results, alongside explicit goals for what success looks like.

2. 02

   Hire outside specialists for the channels you are weak in rather than insisting everything stays in house.

3. 03

   Hire one excellent writer for your content and social output instead of several average ones, because the good one produces work the others would never have thought of.

What it returned

• Rand Fishkin's example is needing people who genuinely participate in a subreddit, contributing and voting in a way regulars accept, instead of an in-house team producing something that reads as astroturf.

• Cohen argues the gap is not ten times but unbounded, and that a hundred average people on a committee never produce the great version.

Sources

• [Coaching: Maia #15] Hiring a Social Media Manager and Instagram Success + Documenting the Journey - Double Your FreelancingZach Swinehart · doubleyourfreelancing.com · AI-Generated Summary: · 2024-03-13
• Imbalanced PeopleJason Cohen · longform.asmartbear.com · Imbalanced People · 2013-10-22
• The 7 Marketing Problems Pinball-Shaped Buyer Journeys Create - SparkToroRand Fishkin · sparktoro.com · Transcript: · undated