Recent happenings have prompted me to think more about the opportunity cost of a ToolGuyd post.
I find myself having to make more content decisions. Is a post worth the effort? Is media cooperation worth what I get out of it?
There are three main parts to a post’s opportunity cost – i) interest, ii) reward, and iii) effort.
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Example of Poor Media Support
A large tool brand prioritized paid and partnered social media influencers, giving them hands-on opportunities. No press materials were available. I was encouraged to check their quarterly sales flyer.
Over the next two years, every time I learned about a new product on my own and then posted about it, they contacted me and offered info and insights, but only after my post was up.
I cooperated because my contact made a genuine attempt to be helpful. That only goes so far.
Fast forward a bit. Influencers once again started showing off gifts they received ahead of the next paid hype event. The brand promised me that they would do better with media resources this time.
The day finally comes. Influencer hands-on content and hype videos are up. I open the timely media kit.
This is close to the quality level of the images they provided. The product details weren’t much better.
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Many if not all of the influencers have also received payment for their exposure. But this is the level of support provided so that I can give them exposure for FREE?
The Gold Standard: Milwaukee Tool
Milwaukee Tool is the best at press and media resources. There is no equal; no other brand comes anywhere close to being this helpful.
Let’s talk about the Pipeline 2025 media kit that Milwaukee sent to tool channels and also provided public access to.
This is a single product snippet from Milwaukee’s massive media kit. It’s choc full of useful details. Milwaukee’s regular press releases are even more informative.
The snippet above represents the LEAST of what Milwaukee provides with respect to product info, and it’s greater than the best of what most other brands can cobble up.
Okay – I need at least one image for a post.
This is what Milwaukee provided for a product that is launching a few months from now. All of this is for a SINGLE product that’s still 3 months out.
Milwaukee’s images tend to be excellent in showcasing product features.
And they’re high quality too.
I can build a post with the images, add in product details and information, and ask questions or request an interview for finer details or deeper insights.
Their press materials and image galleries enable me to explore a product in a post without having to ask for anything extra.
I will occasionally ask questions and then fold them into an already-published post.
For a typical Milwaukee product launch:
Reward: it’s a sought-after brand that interests regular readers and might bring in new visitors.
Interest: most posts aren’t just me sharing things with you; I’m usually also excitedly exploring the tool for myself.
Effort: everything I need is there, without my having to make calls, schedule interviews, or waste time searching for usable images.
Posting about Milwaukee tools isn’t easier; the difference is that there’s no undue effort.
When I work with Milwaukee’s media resources, 100% of my time and effort is well spent. Nearly everything I need is already there. They are the benchmark I wish other brands strived to match.
Some other brands are so bad at this that I practically have to put together a press release for them. That’s okay – all the work, the searching, the phone calls, and emails – it’s what they’re paying me for. Oh wait, they’re not, but they might be paying influencers and marketing agencies.
Almost every day, an interaction has me thinking “why can’t this other brand be even a little bit more like Milwaukee?” They seriously are the best of the best when it comes to media support and informational resources.
Influencer Marketing is Eroding Everything
Brands spend their budgets on influencer hype, but then I have to work harder than ever to… give them free exposure?
And I do it. Why? Because this should be the litmus test: IS THE TOOL INTERESTING?
More and more brands have shifted to prioritizing social media hype and influencer content. It’s eating away at my interest, ramping up the effort needed for a typical post, and often there’s little to no reward. Or sometimes it works against me.
If brands are supporting other content creators, why am I giving them ToolGuyd exposure and support for free?
Because I serve readers’ interests.
Does it serve readers’ interests when I can’t answer basic questions all the while brands are prioritizing influencers?
On average, free media cooperation has become less rewarding, less interesting, and it takes a lot more effort. This is eroding what I can do here, and how I do it. It has definitely impacted what I’ve been able to post about effectively in recent months.
With enough back and forth, a Teams or Zoom call or two, and a lot of time scouring the internet for usable images, and maybe I can glean enough for a good story. But I shouldn’t have to do that so much for basic media resources of the time that more brands used to readily provide and Milwaukee Tool still does.
Sometimes it’s a competency issue. But mostly, I think it’s because brands gave up on earned media. How many tool channels still report on new tools from a press release? How many content creators will give a brand exposure without a tool or maybe payment in their hand? Is that how I should approach things?
I don’t expect every brand to deliver Milwaukee-level media support, and of course my expectations vary depending on the size of the tool brand. But something’s got to change.
I’ve been stomping my feet about this. Nothing has changed. I stomped more. It didn’t help. So, I’ve got to change.
There are 2 ways to reduce the opportunity cost – either the effort required for putting a post together needs to go back down somehow, or the rewards need to go up.
I don’t like the “well, I’ll only work with you in a sponsorship capacity” approach, but I’ll walk that path if necessary.
Impact and reach is all over the place due to modern product research, search, and content consumption habits. I don’t even want to talk about what AI overviews are doing to things. In other words, rewards are difficult to boost.
There’s also the effort-reduction path, where I don’t beg for product images, details, or insights. Here’s what I found (or what they provided), here’s what I think, I’d love to know more but the brand gave all their attention to influencer partners.
I’d love to get an answer to that, but they don’t provide media support – maybe the brand’s influencer partners can help you.
The problem with this is that it causes headaches. It results in emails, phone calls, and in some cases even more unfavorable press/media treatment.
I have finally come to terms that, whether it’s because brands have chosen other priorities, or because of ineptitude, inadequate media support is not my burden to shoulder.
If media support is inadequate or absent, I’ll do what I can with what I’ve got and move on. This has the potential to greatly reduce the effort barrier and opportunity cost where media resources are scarce or completely absent.
I always want to put out my best work, but sometimes it just takes too much. Maybe I don’t have to strive to be completely-informed about everything I post about. I can’t make a chocolate cake with mud. But I can say here’s some mud, I can’t make it look like cake, blame the huge tool company because that’s all they gave me to work with.
I am always hesitant about the “we saw your post, can we talk or connect you with a product manager” emails and calls that always seem to follow posts where I try to make do.
Having to say “we don’t have the full story” always seems like a personal failure. But it’s not – it’s their failure. I shouldn’t have to do my job and theirs.
Should any brand complain, I can tell them they’ve got their money or effort’s worth.
We’ll see how it goes – please let me know what you think.
Rick
I appreciate what you put into your posts. Some of the items I chase down immediately. Your insight is appreciated. I had no idea that so much extraneous influence goes into your thinking about products. Thank you for keeping us in the know!
Luke
Why is this site so much more valuable than influencers and hangers-on doing their 4534th impact driver race?
Because they can’t make a post like this that discusses marketing and incentives in frank terms. There’s definitely a desire from nearly all companies – certainly the major ones – to only highlight their products and never place them in context where design/budget choices might be questioned.
They need to be questioned, even if it makes the companies unhappy. They don’t deserve our money just because they made something new. They might get our money if they made something that makes our jobs easier or better.
That’s why we’re still here. We – the readers – are the REAL-WORLD influencers for our friends/families/coworkers/peers.
dcoleman88
Stu- Honesty, Integrity, and Transparency are what set Toolguyd apart from other websites. I see no issue with how you propose to handle this issue, and actually respect you more after your explanation. No one can argue with factual information and truth, they may not like it but they can not refute it. Keep being you Sir!
Scott K
Yes to all of the above.
I buy and use tools for home improvements, repairs, and fun projects – not my livelihood. With that being said, I like being informed and purchasing things that make the most sense for my use and make the task easier and more enjoyable. I have thoroughly enjoyed your posts over the years and appreciate all of the effort you’ve put into building such a valuable resource. I sincerely hope the pendulum swings back – it has to.
Stuart
Thank you, I appreciate it! The pendulum is not swinging back.
Scott K
Do you think the current influencer model is sustainable, though? In the sense that brands see returns that justify the shift? I’d think this becomes an arms race and they end up spending more and more for hype that doesn’t translate to commensurate sales…
Stuart
It all depends on what types of returns they’re looking for.
Influencer marketing should be mature right now, but a lot of brands don’t have a handle on it.
Roger
I definitely appreciate the effort, honesty and integrity that you put into this website. I have been following here for about two years now. I am a home handyman / fix-it guy and have learned so much about tools from this site and the readers comments . I’ve ordered tools that I didn’t even know existed in some cases!
Thank you for the effort you put into this. I appreciate it very much.
Rog
Hell yeah, Stuart! This site is invaluable to them and us, I support the new direction.
Side note: Have you considered a TG Patreon?
Stuart
Thanks! Regarding Patreon, I never really warmed up to the idea. While beholden to readers and their interests, Patreon tends to require special content or benefits, and that essentially creates a paywall. I don’t like paywalls.
A W
Some of my favorite podcasters use Patreon. They make it clear that their content is free and always will be. They’re very grateful for user support but never make it feel expected or required. Once a year they send out a thank you note and a sticker to their supporters, but there isn’t anything that’s really paywalled.
Dave Schwartz
I’m a Patreon and X Subscriber to lots of people who don’t produce special content or paywall their posts.
We get value from Toolguyd. Please consider giving us the option to return the favor.
Scott F
Please.
Joel
Stuart, I value your integrity, professionalism, etc., and I too would welcome an easy way to support your efforts. Either a subscription or a one-time payment I could use every so often would be awesome, so long as the middlemen don’t take too much of a vig….
Stuart
There are other reasons.
I’ve seen YouTubers outright lie to their audience in order to solicit donations. It seems like a slippery slope. Maybe things will change in the future, but for now Patreon is not something I’m entertaining.
Mark
I would have no problem paying monthly for Toolguyd, on Patreon or another platform. Your content is valuable.
Not to worried about that type of revenue stream affecting your judgement.
Jack D
Stay the course. The age of social media is taking a turn sooner rather than later, and that’s only accelerated by the incorporation of AI. Social platforms and “influencers” are fast losing their grip on their audience, as people tire of trying to sort what wheat from the chaff at every turn.
And when it does change, as it inevitably will, you’ll be the one best positioned to fill the needs of manufacturers’ PR departments scrambling to adjust their SOP.
Until then, your plan seems the best. Unless something interests you enough to dig deep for info, just put out what you have and lay the rest at the feet of the manufacturers.
Keep up the good work!
Saulac
Yes and no. Social media is like multi level marketing, there are suckers born every minute.
al
Flex immediately comes to mind. Massive marketing campaign built on influencer hype, and then crickets once released. These influencers aren’t actually using those tools in the field. Very few post about their leaking battery packs…
Stuart
Flex dropped us a few years ago and I haven’t received a single product email from them since. Everyone contact I’ve ever had at the company, most predating Flex’s launch by years, have found new jobs. So for Skil, Flex, Ego, I don’t even know if their USA offices or efforts still exist.
No
I write a little bit about networking equipment and tools for in-company resources, documents, and colleagues.
I’ve learned a lot about the differences in readers’ perceptions by reading your stuff for the last couple of years. Your transparency and directness make all the difference behind how I view your posts versus obvious and semi-obvious paid marketing from influencers. Your posts are a life raft amidst a sea of noise.
I try to emulate the directness and honesty from your posts in my documentation and it has been generally wells received.
Its a hard road and a high road but it is worth traveling: people can spot the authenticity a mile away.
Daniel L
I mean, the way most executives in companies see this is…
“Hey. An LLM can generate a positive review for my product at the venture-capital subsidized price of free. Who needs community outreach and support?”
“Shoot, that was easy! What do I need a marketing team for?”
“Good! Now that I’ve gained so much more productivity by decreasing cost, I wonder if I can use LLMs to do product design?”
“My human quality assurance testers keep telling me that LLMs are producing nonsense designs that don’t do anything. They’re clearly entitled jerks that aren’t worth the money I so graciously pay them for doing work that benefits me and my shareholders. Huh. I wonder if I could just replace them with another LLM? ”
“Hmm. Nobody seems to be buying my product. I wonder if LLMs can replace my customers?”
“See, my job can never be automated away, because I do *real* work. Unlike those other people that I fired.”
We’re reaching peak AI slopification. Eventually the circular funding between these tech giants is gonna stop fooling folks, people are gonna need to find a way to monetize LLMs, and their absurd operating and development costs are going to be borne by the consumer. We’ll see what the “savings” are like from all the cut human labor at that point.
It’s indicative of how the incentives are set up for our C-class executives. Cut cut cut, make line go up, it’s not my fault that everything is actually worse, oh no an iceberg and we’re all dead.
Call me a pessimist.
tnewbs
Opportunity cost is a large aspect of my company values in really prioritizing the most valuable work. The opportunity aspect is also what you could be doing with your time elsewhere. Are you missing out on things (family time, events etc)? Can you make more money doing something else? Does creating the best tool based articles online bring you joy? 😉
At the end of the day you have to do what YOU want to do however that is derived or what the motivations are…be selfish.
I know there are other writers but could there be an opportunity for someone in the toolguyd universe to help with some of the busy work and effort that goes into material collection/communications for articles. Could be great exposure for them and understand how media creation happens?
Unless I missed the boat here and you wanted plaudits for the best tool site out there 😀
I really enjoy reading all your and your teams content and it’s certainly my source for unbiased (even though red is best) opinions and insights into areas I’d never even think about being interested in. The comments section is fun to read too!
You have an audience of loyal supporters, please let us know if there is anything we can help with!
Rob G Mann
What I most enjoy about this site (in addition to the honesty and transparency) is that it doesn’t tell you the “best” tool. It provides objective information about the various capabilities and drawbacks that a tool brings to the table. This is important because what might be the “best” tool for me, probably isn’t the best tool for you.
Sometimes I want quality longevity above all else. Sometimes, I want it to be light and easy to use. Sometimes I want it cheap even if it wont last me for years. It’s Stu’s analysis that gives me what I need to decide MUCH more than a list about what tool is “best”
And, honestly, the fact that Milwaukee makes the investment (it does cost them time and $ to do so) to provide the information leaves me with a positive feeling about the brand.
Stuart
If I don’t get something about a product, they will explain it in granular detail. Anything. Everything.
Milwaukee sometimes soft-announces products at trade shows. Their “we want to keep you in the loop” resources aren’t full press releases, and often what’s provided there is more helpful than the best efforts some other brands can provide.
The MX Fuel Electrofusion Processor is an example of that – https://toolguyd.com/milwaukee-mx-fuel-electrofusion-processor/ .
A Team or Zoom call with Milwaukee feels like they’re sharing a detailed product brief and deeper details with an internal team member. I learn so much, every time.
With some other brands, a Team or Zoom call involves them reading off a PowerPoint slide and it eats away at my soul. 30 minutes for what I could have digested in 5.
Milwaukee is EPIC at media support.
They won’t be able to send a test sample of the new M18 Fuel cordless snowblower (bummer, but understandable). But I am sure they can get someone to talk to me about the aerodynamics of the auger and ejection chute if I asked.
I spoke to another brand last year, and they think I speak more favorably about Milwaukee because of ads, the tools, or other tangible reasons. Nope. It’s because they fuel my understanding without conditions, hesitations, or limitations. They way they treat me, I believe that their goal is to inform me, and not just use me or ToolGuyd for their gains. Of course it benefits them, but it never feels like that’s the goal.
With a lot of other brands, things have evolved (or rather devolved) to where it feels like ToolGuyd is just a platform they might get some free exposure on if it when it suits them. I feel used, and long-time practices and policies slowed me from adapting appropriately.
TomD
The best part of this is we KNOW Milwaukee isn’t doing this just for Toolguyd; they have a commitment to communication that can be seen and many levels and in many outlets.
Stuart
Exactly.
Nathan
So then why don’t they consider you an influencer? That’s what I find odd you post internet content about a product and in so e cases use that product. Check and check. I would think other than expecting a glowing review every time they would at least also consider toolguyd an influencer. Sort of a shame then.
Stuart
I’m sure there are lots of reasons.
My Instagram has been a flat 44.9K followers, and the way the algorithm works, consistent videos (which I don’t do a lot of) are emphasized. So what’s that, “micro” influencer territory?
My YouTube has been a flat 6.3K, and the channel was de-monetized years ago due to not enough hours of views per year. (Meaning YouTube will still show you ads, $0 of which make their way to me.)
So it might look to a marketer that ToolGuyd isn’t very influential. I took a quick peek at recent audience metrics.
Here’s ToolGuyd readership for the past 30 days:
706,624 readers
609,478 new visitors
189,704 returning visitors
fred has been a reader for at least 15-1/2 YEARS (wow, thank you!!). A reader might be a Brand President, or first-time visitor. I try to be true to my interests and passion, but I also need to make a good impression. Every post can be impactful in ways I can’t predict.
I learned a long time ago that things can get dramatic if I don’t conduct myself in a professional and cooperative manner. After another incident with Dewalt over 12 years ago, I changed my behavior and posting habits a bit.
These days, there’s no less and less reward for that. One brand’s global head of marketing has been an active subscriber for nearly 11 YEARS. While they’re sending gifts to influencers, paying for content, and flying them out to a lavish media event, they sent me a media event that looks like it was crafted by a high school intern on their first day. So why am I treating them in the same way I treat a brand like Milwaukee?
MichaelV
I’ve been a reader for several years. I had no idea you had Instagram or YouTube accounts, not that I use either of those much. Might want to promote between all of them, if they have different objectives.
TomD
It’s hard to build them all – see servethehome for an example that has. You basically have to have the team to make a video for every single post.
This might be worth it, but it’s a different job than Toolguyd has now.
JoeM
I’m with you 100%, Stuart. You can even show your back-catalog of stats and engagement on past products. Throughout the entire tenure of ToolGuyd’s existence, your position within the Tool Promotion and Media Coverage arm of the industry has been outstanding. When events like Milwaukee Pipeline happen, you have entire charts, year over year, whenever their exceedingly superior Media Access is granted to you, their tools do better, at a predictable rate of when you release each article. Each brand can be put on those charts. Time between their Media Releases, and your Articles, matching their Sales Numbers. You have the actual data on your Website here, from the Admin side of it. If they want the repeatable, reliable, unbiased results that you have always provided, for free, they’re going to have to step up their Media Coverage game. They’re going to have to invest in the Paper/PDF package in High Definition, in order to get results. Even then, it’ll be cheaper for them to do, than it will be to pay an “Influencer” out there. You’re more established, and you have a very loyal Community surrounding you. Not a Fanbase, or Followers, but a Community. Who live and Thrive on your suggestions about the tools they use.
I don’t know what these other brands are thinking, but your meager resources are of far more value than your Social Media presence. Even there, you have the ToolGuyd Community following you. I don’t speak for everyone, but I still suspect that we trust You, long before we trust any of the expensive “Influencers” on Social Media. If they can’t do that math, it’s their own loss. Not yours. If their products fail, it’s their loss, not yours. They should’ve done the real work, instead of paying phonies on social media to not do the job properly.
Robert
Stuart, adapt tactically but keep your moral compass strategically. My impression is you have generally done so. Did you eat a big bowl of introspective cornflakes this morning?
Ed
You’ve got several advantages.
Your site is old (been around a long time). That has algorithmic value. And that algorithmic value may increase as the internet is overrun by AI slop.
Your content is real and insightful.
Your users engage, adding even more value and depth to the content found here.
Influencers are increasingly seen for what they are: insincere people who want you to spend money so they can make money.
Sincerity and connection. That’s the value you provide.
You’ve been a part of my life for a long time, Stu — hope it continues!
Stuart
That’s been part of my reluctance to drop media cooperation even when it’s not reciprocated. If a reader searches for info on a new tool, and they come across a top-ranking post that says “we know little about this because the brand prioritized social media hype,” that doesn’t go over well with brand managers, marketing heads, and such, and situations don’t improve.
However, things haven’t improved anyway.
kent_skinner
>> Having to say “we don’t have the full story” always seems like a personal failure. But it’s not – it’s their failure. I shouldn’t have to do my job and theirs.
As a ready for many years, I agree with you and thanks for being clear about it. Hopefully they’ll learn.
You could make you email signature a link to this article…
A W
I like it.
As someone who is on the market for a cordless saw, I’d rather see short, to the point posts on Hilti or others than be completely in the dark about new releases.
I spend too much time on YouTube but never see tool content there because the algorithm has found I prefer to watch other kinds of videos in my free time.
Jerry
Just wanted to say thank you for all that you do. Your open and honest, what more can we ask for. I have followed you a long time and i have enjoyed every bit of it.
Champs
I haved susbsribe (via RSS) to this site for nearly a decade because it consistently came up on Google, and was a source of quality information.
Ages ago, Google was one of the first to start sifting the “hidden web” of PDFs, PowerPoints, and the like for new, previously un-indexed information.
Today, that kind of content is also buried in social media, podcasts, and videos. This is where many, probably most people are going for their information: it is passive gratification, with the open web as more of a last resort with technical information but rarely a direct answers to their question.
So much content is behind the walled gardens of social media, only surfaced by the proprietary indexing and ranking of those platforms, and I don’t know how one builds a presence that works for each of them.
I don’t have any answers to how it will all shake out. If the past decade or so is any guide, I am pessimistic, but this could be the late-90s web, waiting for a Google-type product to figure it out.
Dave Schwartz
Notation of “inadequate media support through decision or ineptitude” may actually be a feature, not a bug. Brands that can’t be bothered to support you when you need information will be the same brands that won’t support me when I have a problem with the product.
I would appreciate knowing how helpful brands are to your work.
Katie
You may not be an “influencer“ but I have bought most of my tools based on your website. No, I’m not a big tool buyer so I’m probably not in their target audience.
For years I’ve noticed how lacking in detail most of the companies are when it comes to trying to find information about their products. And then sometimes I found reviews that are clearly biased.
I do hope there’s a change for the better. Perhaps you will be at the forefront if there is I’ve learned so much from your site and greatly appreciate it.
chip hershberger
Stuey you have been my gold standard ,for unbiased information, sharing behind the scenes …whether geo political or other nuance that i don’t have time to delve into.
Most people do not love tools and technology like we do.
My local MEP asks me what new Milwaukee tools they will be selling, based off of my reading all of your articles.
I think I’ve been following toolguyd since about 2010 and much shorter then Fred…the other gold standard i learn from.
Keep up the great work in whatever capacity you feel necessary, to your mental and bank account!
CA in NJ
Unrelated to brands’ media relations strategies – I bought a number of those blue Hart crates in the pic at the top of this post. I bought them after I saw your post about them in the beginning of the year. I liked the idea of milk crate strength with a closed design. I have three and they’re awesome! Strong and versatile. I use them for a bunch of stuff – groceries in the back of the car, books, magazines, records, other stuff in the back of the Subaru. They are VERY useful and easy to move around. I will probably buy 3 or 4 more. I bought these solely off the strength of your post. I don’t ever venture into the tool section of Wal-mart and would never have know about them otherwise. This is one of the many reasons I have this site hotlinked and check it one a week or so (more during sale season 🙂
Stuart
Thanks! I’m really happy with the ones I purchased too.
https://toolguyd.com/hart-crate-walmart/
Daniel
I also bought the three of the crates after your post. Only I bought the Kobalt grey version you linked to. Exact same crate as the Hart only grey.
I use them as drawers on a wire rack shelf and they work great.
One of many articles on ToolGuyd that led me to a purchase.