As soon as you hit launch you are going to receive plenty of emails of offers from promotion services, marketing agencies, and public relations firms. The prices of these are going to vary dramatically. It is important to “get over yourself” and not be too proud to consider each and every offer. Some campaigns are built on the backs of these live-campaign service offers vial cold emails. Just as important: don’t take anything they say at face value. Foolish entrepreneurs often burn out their entire marketing budget by hiring the first agencies who email them (ones that don’t product results).


How to separate bad offers from good offers:




Don’t believe anything anyone tells you in a cold email, but don’t doubt what they say either. If a company is claiming to have helped a campaign raise millions of dollars, then simply check their references and ask for empirical proof they did what they said they did. Unless their service is under $500 – you need to take verification seriously. Don’t be that idiot that just looks at a company’s website and hires them, and don’t be that idiot that doesn’t hire a company because there are anonymous bad reviews about them.


Be smart. Always rely on evidence when making a hiring decision. Reviews are not evidence (anyone can posts those for any reason). Splashy websites are not evidence. Youtube videos and podcasts are not evidence. Past client references, badges on campaigns, and press (publicity) are all considered evidence.




Sorting through offers from potential marketing agencies is a full time job. It will take 8 hrs per day (more if you’ve got a big campaign). It’s a good idea to have an assistant who replies to every email, asks them for references and proof of past work (which they check & inspect), and then they present you with each offer that checks out. This is the most efficient way to have the best agencies to choose from. If you are left with several agencies that check out and you only have so much budget remaining, it is a wise choice to go with the agency that has worked with a product most similar to your own. Go with relevance of past work, rather than size of the agency. You’ll need to understand that all agencies of a certain size have bad reviews written about them. Agencies even write bad reviews about other agencies. Unless the bad review has actual evidence – don’t even take it into account. References from past clients trump reviews, always.