Terrible Tech...


I may be an expert at marketing automotive tools and equipment. But that doesn't qualify me as an automotive technician.

My tool box is full of various Spec Tools rackets and screwdrivers. I have a Ferret Instruments Worklite and a Snap-on undercar creeper. I know how to use them. But that doesn't mean I know when to use them.

A few weekends ago my car was overheating. My local shop was booked for the day. So, feeling handy, I popped the hood and rolled up my sleeves. My first theory was a leak -- so I opened the radiator. It was full.

My next theory was a stuck thermostat. I grabbed my wrench and pulled the two bolts holding the thermostat in place. Antifreeze poured out on my driveway. I'd forgotten to empty the fluid.

With a lot of knuckle-busting, I pulled the thermostat and replaced the hose. I stepped in the car expecting victory. The battery was dead.

I jumped the car. Within minutes it was overheating again.

As I was cleaning up I realized it was the water pump. I popped the hood.

The belt had snapped. So, not only was the water pump not working, so was the alternator. That's why my battery was dead.

I had wasted almost an hour and was no closer to fixing it. A technician who does this everyday would have seen the problem in seconds and probably solved it in minutes.

People who do something everyday are better at it. It's true for auto mechanics, it's true for marketing professionals.

Having Photoshop won't make you an artist. Owning Word won't make you a writer. Being a great salesperson doesn't necessarily make you a great marketer.

We don't just own the tools of the marketing and advertising trade. We use those tools to develop marketing solutions every day.

That's why I spend most of my time doing what I do best -- and leave fixing my car to folks who do it every day.

Need a marketing tune-up? Drop me an email or give me a call. I'd be glad to show you which of my marketing tools can help you reach your sales goals.

- Phil Sasso