I’m not exactly sure when it happened, but corporate greed has reached a tipping point. Recently, I noticed something troubling with a T-shirt company I do drop shipping with. They decided to make their designs 10% smaller, claiming it would allow more of the design to fit on the shirt. But as a businessman, I quickly did the math. If you’re using 10% less ink, that’s a 10% increase in profit for the company over time, right? No need for complex calculations—less ink means less cost, which directly translates to more profit.
Earlier this year, they also reduced the profit margin they offer creators, citing increased material costs. So, to recap: the materials cost more, they take a bigger slice of the profit, and now they’re giving you a smaller print area, which saves them money. It’s a clear pattern I’ve seen across various businesses—corporate greed cutting corners for extra profit.
Now, let’s draw a parallel to marketing, which is what we specialize in at Master of One Marketing. Many agencies charge thousands of dollars a month for repetitive tasks—whether it’s SEO or SEM—billing clients $3,000 a month for setting up an account and doing minimal work to add traffic. Instead of tackling all the necessary work upfront, they stretch it out month after month.
Sure, businesses need to operate, and continuous work is often justified, but when a client realizes they need social media support or an SEM campaign setup, agencies often charge an additional fee instead of pivoting the existing service to accommodate the new need. They stack on services rather than truly addressing what’s necessary at the moment.
At Master of One Marketing, we’ve seen clients who started at $3,000 a month suddenly find themselves paying $15,000 a month. While this might be great for the agency’s bottom line, it often doesn’t reflect the actual work being done. In many cases, agencies are only dedicating a few hours a month to the account, and when it comes to reporting, they offer the bare minimum—perhaps one call per month to discuss reports, often withholding detailed insights.
The real value in our industry lies in the consultative process. If all an agency is doing is a cookie-cutter version of SEO—optimizing title tags, creating alt tags, and so on—without connecting the dots between their efforts and your ROI, what value are they providing? SEO, for example, isn’t directly about making money; it’s about driving traffic to your site. But if an agency can’t show you how that traffic translates into sales, what are you really paying for?
With tools like Google Analytics, you can track which pages are optimized, where the traffic goes, and deduce how many sales were made through organic funnels. If you typically get 10 conversions per 1,000 visitors, doubling the traffic should theoretically double the conversions. Even if that’s not always the case, it provides a baseline you can show the client.
Now, back to those recurring fees: sometimes, you don’t need SEO every month. I know that might shock some people. Should SEO be an ongoing effort? Absolutely. But constantly working on a site doesn’t mean reevaluating the same title tags endlessly. It means building new content, adding services, incorporating videos, and taking advantage of rich snippets.
A good marketing agency should pivot their services to meet your needs. While I can’t promise the world for $3,000 a month, I can offer you a plan and help you understand what can be done within your budget. You, as the client, should have the flexibility to adjust that budget based on your needs each month. And if you’re smart, you won’t blow your entire budget upfront—you’ll know exactly how much you’re paying your marketing company every month and work with them to ensure you’re getting the most value.
Find an agency that’s open and transparent, one that will tell you exactly how each service will move the needle for your business. They should be willing to have honest conversations about when you need to spend more or when it’s time to roll over unused budget to the next month. It’s about being personable and truly caring about the client’s best interests, not just corporate greed.
In a world where AI is taking over, true consultation is invaluable. AI can’t pick up on every trend, like a sudden surge in demand because a pop star mentioned a product on social media. A good marketer will spot those trends, create content quickly, and capitalize on them. AI can’t have those monthly conversations about budgeting or tailor a strategy to your unique needs.
When deciding on your marketing budget for the year, choose a company that offers flexibility, transparency, and a willingness to pivot when necessary. The secret sauce isn’t really a secret—it’s about hard work, transparency, and a genuine partnership.
In my five years working in an agency, I taught clients every week how SEO worked, how content drove traffic, and how to optimize their sites. Businesses often don’t have the time to do this themselves, which is why they hire agencies. But remember, when you hire an agency, you’re not just outsourcing a task—you’re bringing on a partner who should be as invested in your success as you are.
Unfortunately, many agencies focus more on maximizing their profits rather than building a long-term relationship. They’ll charge you thousands of dollars a month, provide minimal work, and hide behind their tools and expertise. That’s not how a true partnership works.
As a marketing professional, I believe in being open and honest. Yes, costs rise, and you should discuss that with your client, just as they would with you. But if you’re only giving the bare minimum while charging top dollar, you’re not building a relationship—you’re exploiting one. And that’s where the corporate greed has to stop.
So, when choosing an agency, look for one that’s transparent, flexible, and genuinely invested in your success. Don’t settle for less. After all, in the long run, a true partnership is what will yield the best returns.