The Doorway Group

I can’t stand the hustle. Digital media has become a must for any business, but it’s a jungle out there with all the tricks and traps. 

Early on in my business career, I was singed more than once, which led me to steer clear of the hustle. When we launched Geelong Social Media, we used our no-hustle approach as our unique selling point. We even created a workshop called “Unlock the Goods,” charging a fraction of what the big agencies demanded, and we gave people all the information they needed. I remember actually watching a coach online say “give them a small amount, but not too much, then upsell them to the big one.” Gross. A quiet rebel team, we helped many business owners. 

So many people were being misled and overcharged, and, as I always say, where there is a gap in knowledge, an opportunist is waiting. 

We ran a Facebook support group for anyone who attended a workshop, providing information and digital media support free of charge to curtail the trap many business owners were falling into. I was really THAT passionate about giving people hope that not everyone was part of the hustle and that genuine people existed in the digital media world. It didn’t make me popular with other agencies, either.  

Pet Peeve 1: Locked-In Over Priced Website Services

I can’t stand it when web developers lock you into a deeply coded website with a monthly servicing fee using their servers. Unless you have an agreement that they will train you on how to use the system and make adjustments, you could be in trouble. If you’re unhappy with the product or you want to add a feature or a blog to fix an issue, you can be stuck with a hefty retainer for minor tweaks. 

This practice ensures a steady income for them but leaves you with unnecessary expenses. I’ve heard too many horror stories about people being locked out of their websites and facing ridiculous costs. I’d rather spend my money on things that actually bring in the moola, not waste it on avoidable expenses.

Pet Peeve 2: Overcomplicating SEO and Advertising

Why make SEO and advertising so complex? Some agencies treat it all like a guarded secret, shrouded behind dark curtains, giving you just enough info to keep you hooked but not enough to understand what you’re you’re paying for. 

A good digital media agency should be transparent, explaining their process and providing you with a monthly report or some kind of proof in the pudding. 

Never be embarrassed to ask lots of questions. It’s your hard-earned money. A brain surgeon might not show you how to wield the knife, but they should explain the process and ease your concerns. 

My stomach drops whenever I hear a person tell me they spent $5000+ on advertising as advised by or facilitated by a Digital Media agency, and nothing happened- Nada, Zero return. 

Pet Peeve 3: Clickbait Coaches

Avoid clickbait. Seriously. There are so many people out there making money by coaching you on how to sell on Instagram. They’ll say, “Do this; I made this much money.” Call me cynical, but if they’re they’re making so much money, why do they need to reel more people in? I’ve been around the market enough times to know that genuine success doesn’t need a hard sell. Real experts focus on providing value and sharing knowledge, not just on making a quick buck.

Pet Peeve 4: Growth Hacking Gurus

These individuals promise exponential growth using so-called “hacks.” Often, these hacks are unsustainable or even borderline unethical. They might show you a few successful case studies, but these are usually the exceptions, not the rule. 

Always ask, “How many people have succeeded in doing this or paying for this service?” If you were to buy a brand new $4,000 fridge, but only 5 out of 100 worked, you’d be getting back to the electrical store faster than a wig in a fan factory for a refund.

Pet Peeve 5: Overpriced Courses

Countless courses are promising to turn you into a marketing guru overnight. While education is valuable, many of these courses are overpriced and under-deliver. They often recycle the same basic information and charge a premium for it. Always research the success rate and reviews of such courses before committing.

Pet Peeve 6 Influencer Frauds

Some marketing agencies use influencers to promote their services, showcasing a few big wins to lure in more clients. However, the success stories are often cherry-picked. 

Ask for detailed statistics and transparency about overall success rates. I remember a PR coaching crew that touted marvellous success but only had a handful of genuine wins? They used those few examples to project a success model that wasn’t an all-rounder at all.

Transparency Is Key

There are many good teams out there, but transparency is key. Do your research. Look for agencies and consultants who are upfront about their processes, fees, and success rates. Avoid those who rely on vague promises and inflated success stories. The Australian Competition and Consumer Commission (ACCC) should start moving on these practices to protect consumers from misleading marketing tactics.

What’s Happening Now? 

At The Doorway, as my career path leans more towards helping people become published and authoring now, I’ve had to make the difficult choice to step back from mentoring. Mentoring was one of the most amazing roles I have had the privilege to do. The joy I had in sharing and the relief on people’s faces, when they realised digital media was not as complex and were empowered was contagious. Demystifying a perceived complexity is quite the reward. 

So it won’t stop there, people; we promise to keep sharing the knowledge as much as we can. We’ve decided to take a decade of knowledge and share it on our Doorway website. 

Most of it will be completely free of charge because I believe knowledge should be shared. And some assets will charge a small amount just to cover the costs of creating them. 

You might ask with a tiny smudge of scepticism, “Why would you do that?” Because I can. There comes a time when, after the knowledge has served you well, it’s time to pay it forward. Simple but true. 

As Nelson Mandela said, “Education is the most powerful weapon you can use to change the world.” 

My passion lies with small businesses. I admire the bravery of those who start their own ventures. If you’re bold enough to take that step, I tip my hat to you.

Keep posted and sign up for our newsletter if you like, even if it’s just to keep getting the information you need. We’re here to support you with transparent, valuable insights without the hustle.