All of us marketers have a conviction bias.

This bias is great when we market our own brand, product, or service, but it becomes a problem when we market for a client.

So, when you are shopping for outside marketing help, make sure that they understand your industry and are excited to market your brand or product. This is important because not every marketer can understand every business or product, and if they don't understand it, they are most likely to do a bad job

We marketers have the tendency to rub our own convictions or unsurity on the brand that we are trying to market.

I am a strong believer that not every marketing agency or marketer can market everything. in order to market anything, you need to have a fair understanding of that product, industry, customer group and possible failure points.