I saw a comment on LinkedIn this weekend that cut straight through the usual corporate prose and hit me like a brick wall: “This is exactly what happens when influence becomes louder than education.”
It immediately took me back to my days as a professional makeup artist and I wanted to applaud this lady and ask her to say it louder for the people in the back.
The reason it took me back to what seems like many years ago but also like yesterday is that I can still hear that specific, panicked tremble at the end of the phone that tended to come either very early in the morning or very late at night on a Friday.
Why cheaper isn’t always better
So who was calling in such a fear-filled tone? A bride, or a member of her bridal party, who had been let down last minute by their makeup artist.
Shocking I know, but I think you’d be surprised how often this actually happened. The saddest part for me was that the bride who had been let down often turned out to be the exact same bride who’d sent me a ‘thanks but no thanks’ email months prior citing they’d ‘found someone cheaper.’
Now, in the makeup game, ‘cheaper’ usually translated to ‘unqualified’. Sometimes it might be a student makeup artist with a viral Instagram grid and 50k followers. Sure, they had the influence and they had the ‘gram aesthetic. But what they didn’t have was a kit of sanitised, professional-grade products, a deep understanding of the skin and its structure, and, crucially, a conscience. Anybody who could let a bride down before her most special day clearly does not carry one of those in her ZÜCA bag, let me tell you.
And the last thud? ‘Cheaper’ almost certainly meant ‘uninsured.’ Gasp! I know.
So why did that comment on LinkedIn take me down such a detailed rabbit hole, you might be asking? Well, when that influencer let them down or when that ‘trending product’ caused a horrible skin reaction, that perfect aesthetic quickly evaporated. The influence was loud, but the education? Well, the education was entirely absent. And in a high-stakes environment, ‘absent’ is a liability nobody can afford.
The weight of influence
I see this same pattern in the corporate world every single day.
Right now, brands are being flooded with influencer content. Sure, those high-energy, low-substance vibes look great in a 15-second reel. But under the slightest bit of professional scrutiny? They crumble.
Take skincare, for example. There’s a massive temptation to hand the keys of a brand over to the latest viral sensation to push products to the masses. And look, influencer marketing can work like a dream – if the fit is correct. I am not anti-influencer – in fact, I work as a brand ambassador myself. But in my world? If you’re talking to me about my skin barrier, I don’t want to see just a ring light and a trendy transition. I want to see a person of actual influence alongside the person who can vouch it worked for them.
I want the dermatologist. The person with the certificates on the wall and the clinical hours under their belt. I want the expert who spends their days practicing the art of protecting and treating skin, not just the art of the perfect thumbnail. Why can’t we have our cake and eat it as well?
Because when the stakes are high, whether it’s a wedding day or a global brand’s reputation, you don’t need someone who is famous for being seen. You need someone who is trusted for what they know.
It’s about knowing where the expertise actually lives. Because as much as we love the aesthetic, you cannot squarely hinge a brand’s reputation on shoulders that haven’t carried the weight of a professional qualification.
The puppuccino paradox
My Chihuahua, Alfie, is actually the ultimate case study in this. Stay with me. (Also please know, I will do whatever I can to weave my beloved four-pawed fur child into my blog at any opportunity).
To a stranger at Starbucks, my lovely little Alfie is a 10/10 aesthetic. He’s a beautiful, long-haired little bobby dazzler (just ask the nice old man up the road who talks to him on our walks) who carries himself with all the authority of a show pony. He has significant influence in my home. He can halt my plans to leave him for a quick half an hour to pop to the shops with a simple drop of the head and saddened gaze of those puppy dog eyes.
But as much as I adore him, I wouldn’t let Alfie audit a clinical pathway for 1.8 million patients. I wouldn’t ask him to ensure a brand is compliant with the NHS Blue Guide. His influence is high, his vibe is immaculate, but his education is…well, let’s just say, limited to ‘fist bump!’ and the precise sound of a puppuccino being made.
It isn’t Alfie’s fault that he isn’t a copywriter or a governance officer. It would be my poor judgment to expect him to be.
The Blueblood standard
At Blueblood, I don’t do aesthetic-only.
My 16 years in copywriting – which includes navigating the high-stakes worlds of pharmacy, governance, and brand strategy – are the insurance policy for your business.
When you hire a senior team, you aren’t just paying for the final word on the page. You’re paying for the thousands of hours of education that ensure the foundation doesn’t crack when the pressure is on. You’re paying for the invisible equation that keeps you safe, compliant, and, above all, authoritative.
It’s the digital equivalent of that 6am bridal kit: it’s sanitised, it’s safe, and it’s backed by a conscience that understands the weight of human connection.
Excellence isn’t a trend you can find cheaper. It’s the quiet, heavy work of knowing exactly what you are doing before you even pick up the makeup brush. Or in my case these days, before I even touch the keyboard.
Don’t let influence become louder than education. It could cost you more than you think.
Want to work with me? Get in touch.
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