Who is Protocol Text not for? Eric Yim on choosing a marketing fit

Protocol Text probably isn't for you if you want a full-scale documentary, the Hollywood of marketing, or to become a marketer yourself. We're trying to help independent service providers who know their story matters and want help telling it, without spending years learning another profession.

By Eric Yim, Protocol Text

What I mean by the Hollywood of marketing

In my interview, I put it this way: if you want a whole staff of 55 people, 10 yes men, someone to drive you around, and the flashiest studio with the best lighting, probably not us. If you want a full-scale documentary, probably also not us, which is fine.

That was a way of describing the kind of production experience we're not built around. A large crew, a studio, and a documentary are specific things to buy. If those are central to what you want, you should compare providers who build their work around them.

There's nothing wrong with wanting that. The problem comes when an owner wants a production company and hires someone focused on a different job. Both sides can work hard and still be working toward different expectations.

When I say the Hollywood of marketing, I mean that super high-end production expectation. I'm drawing a boundary around the kind of help we're trying to provide, not saying that careful storytelling or good design don't matter.

Wanting help and wanting to become a marketer are different goals

The person I have in mind has no desire to spend 15 years getting experience in process, positioning, storytelling, design, and engineering. They know it's important to share what makes them valuable. They want us to help them tell their story and amplify their story.

If your main goal is to become a marketer yourself, that's a different fit. You may want instruction, practice, and feedback so you can eventually do the work independently. Hiring someone to help communicate your business doesn't automatically give you that learning experience.

I think small service providers get pushed into this decision too often. High-touch agencies can be outside their budget, so they buy tools and take on the learning themselves. We're trying to build a third category: personal help, supported by technology, with affordability as part of the aim. That doesn't make us the right answer for every budget or every assignment.

Write down the job before comparing providers

My advice is to separate what you need produced from what you want to learn. Otherwise, words like “marketing help” can hide very different expectations.

Before a sales conversation, write down:

• The thing you need: Describe the actual work, such as a documentary or help explaining why customers choose your service.
• The production requirements: Name anything essential, including a studio, a crew, locations, or a particular finished format.
• Your learning goal: Say whether you want to build marketing skills or have a provider handle work you don't want to learn.
• Your available involvement: Be specific about the time you can give to questions, source material, and review.

Then ask each provider to explain which parts they handle and which parts stay with you. Don't assume that “high touch” means unlimited access, or that using technology means you won't have to contribute anything.

For Protocol, the personal connection and the technology belong together. Even so, a useful fit conversation needs to get past those labels and into the work you're actually asking for.

An illustrative example: two owners asking for marketing help

Imagine two independent service business owners. This is an example for comparing needs, not a description of client work.

The first owner wants a documentary about the business, filmed in several locations with a dedicated crew. The documentary itself is the assignment. That owner should look for a provider whose work centers on documentary production and ask about the production process and deliverables. Protocol probably isn't the fit.

The second owner knows what makes the business valuable but struggles to explain it consistently. They don't want a studio production or a marketing education. They want help getting their story out. That's much closer to the person I have in mind for Protocol.

The second owner still needs to ask about scope, cost, and participation. Being closer to our intended audience starts a conversation; it doesn't settle every practical question.

A common mistake would be sending both providers the same vague request: “I need better marketing.” Give them the actual assignment instead. That makes it easier to recognize a useful recommendation, including a recommendation to hire someone else.

Frequently asked questions

Can I learn enough to make good decisions without becoming a marketer?

Yes. Understanding a proposal, reviewing work, and asking why something is recommended are different from learning to execute the whole job. Write down which decisions you want to stay involved in. Then ask the provider how they'll explain the work and what they'll need you to approve.

How should I explain that I want high-end studio production?

Bring examples and identify what matters in each: lighting, sets, sound, crew involvement, or the finished format. Ask what the quote includes and what it leaves out. “High-end” alone doesn't tell a provider whether you want a particular visual result or an extensive production experience.

What if my business needs storytelling help now and a documentary later?

Treat those as separate assignments when comparing providers. Explain the later goal, but evaluate the immediate work on its own scope. Don't assume a provider will handle the documentary because they help with your message today. Ask how materials and responsibilities would transfer if another provider takes on the production.