That is the question. Is it a useful tool, or not? What’s your take?

In the ad biz there’s a saying that you can’t be very good if you haven’t been fired. I guess that makes me very, very, very, very good.

It’s true that ad people get canned more than most. It’s an industry thing. Nevertheless, four times is kind of a lot and each time, for me, was a painful experience casting doubts about my talent and future. Little did I realize that those firings were directing on a course that would ultimately lead to the co-founding an award-winning Madison Avenue agency and a White House honor.

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If you’re a business owner you’ll eventually get to the point where your question changes from, “Do I really need marketing help?” to “How do I find marketing help? And how do I know who’s good?” So, here’s the 11 key criteria to base your decision on:

1) The Work. Many marketing experts are personable, persuasive people who don’t necessarily have the talent or range of work to back it up. So, you’ve gotta spend a few minutes on their site to see the work they show. And, if it doesn’t turn you on, rule them out.

2) Credentials and Experience. Your main guy/gal had better have there bio on the website, and it’d better be impressive.

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