When Technology Fails

May 22, 2015 by Leave a Comment

woman-with-laptop-laughingAs I entered I was astounded to see The Effective Detective quietly laughing. I could not allow this rare occurrence to go without some comment.

“Sir, are you feeling alright?” I asked

“Eh? Watson, what would cause you to ask such a question?” The Detective replied to my question with another question.

“I rarely see you in such a jovial mood. I deduced there must be something strange afoot,” I answered his question directly, albeit with a slight smile on my face.

“I see Watson. You are mocking me. No matter. Watson, are you familiar with the concept of personalization in email?” The Detective, still smiling, shot back.

“Of course sir. It is similar to using the mail merge function of Microsoft Word to include contact information in the subject and or content of the email. For example first name. It is designed to make the email more personal and friendly. However, I fail to see anything humorous in that choice of email tactics,” I replied, now feeling a bit puzzled.

“Correct Watson, there is nothing inherently humorous in the use of personalization. Where the humor enters is when the technology used to implement it occasionally goes south,” answered The Detective, who actually seemed to be stifling a laugh.

“Sorry, sir. I am still not following.”

“Observe Watson,” The Detective said as he repositioned his laptop so I could see the screen. “Check out the salutation on the first message.”

“‘Hey blank field’,” I read. “What the blazes?”

“And this one Watson?” The Detective opened another message.

“#FName# you need to check this out!” Now I began laughing.

“Precisely Watson, technology is often hailed as a panacea to all of a business’s marketing woes, but sometimes, the technology fails, and at least in these cases, hilarity ensues,” The Detective, still smiling began his explanation. “There is of course a dark side to this too. A member of your list could assume your technology’s failure is yours as well and abandon you as a potential vendor. However I feel that most would react as I did, with laughter and a shared sense of the risks of completely relying on technology,” The Detective took his customary pause to allow me to interject my thoughts.

“Shouldn’t they report it as a bug to the software manufacturer sir?” I asked, unsure of my mentor’s lackadaisical attitude to the problem.

“Rubbish, Watson. You have no idea if this was truly the software’s error. The data might have been coded incorrectly, who knows? Why would you waste your time and the vendor’s time on chasing down a ghost. Of course there will be some literal-minded jerks out there who believes that even such a minor issue that could have happened for multiple reasons, is a reflection on the  competence of the creator. If we all reacted like that, we would never get anything out the door, we would be obsessing over the table alignment on a page until the wee hours of the morn, and never launching. No thank you,” The Detective looked at me expectantly to deliver the closing observation.

“So you are saying it is OK to laugh, but not OK to judge, criticise or obsess over it. Just let it go, and understand that the best of us or even machines cannot avoid all mistakes. Who knows, it might even make you seem more human,” I replied after a few seconds of contemplation.

“Excellent Watson! Lets move on to less humorous work, shall we?” exclaimed The Detective, ending the conversation.

Filed Under: List Management, Marketing, technology Tagged With: , ,

Sales Funnels – What You Might Be Missing

April 6, 2015 by Leave a Comment

salesfunnelThe Effective Detective was lounging back in his chair examining a funnel of the type used to possibly fill a car with oil, when I entered the room. I assumed that this was the topic of the day, and unable to conceive of anything else that might be a better topic, I played along.

“Planning on changing your oil sometime today sir?” I asked innocently.

“Eh? What? Oh Watson, don’t be silly. You know I would never risk damaging my car by attempting to change the oil myself. That is work – at least in my case – best left to professionals. Actually what an interesting segue to today’s topic. Which, as you might of guessed is about sales funnels.” The Detective replied.

“I had a feeling, sir. However, I am intrigued how changing the oil in your car is a segue into the topic of sales funnels,” I responded back, a little puzzled at this turn of the conversation.

“Not the process of changing the oil itself, Watson – please don’t pretend to be so dense – but rather the funnel itself. You see Watson, many of us were trained to look at the sales funnel as a metaphor, not a process. It merely represented how the number of prospects are reduced as they move through the sales cycle. You start off with a large number of prospects – a number that shrinks as information is provided and contacts made. That however misses the point of what is currently described as a funnel truly is,” as was customary, The Detective paused giving me an opportunity to interject, or to simply request he continue.

“I’m confused sir. How does it miss the point? What else is a funnel sales or otherwise?” I asked, knowing this would trigger the explanation The Detective was so obviously hoping to provide.

“Ah Watson, a modern sales funnel, one that would be used by marketers such as ourselves, is far more complex, perhaps even more elegant. In the past, this funnel represented advertising to some prospects to get them interested, calling them to gauge their interest, sending them sales literature – brochures and the like, calling them again to make a trial close, then finally going after the final close, so that a few clients would drop out the end of the funnel.

“Today’s sales funnel would be more like a fun house maze. If you take a certain action, you may go in a completely different direction. It is not a straight path. How you respond to your prospect is totally dependent on how they respond to you. Did they open that email? Did they watch that video? A real sales funnel has multiple paths to get to the final destination – a sale. The beauty of it all? The tools to do it are all there for us to make this happen!” The Detective finished with a flourish.

“Fascinating, sir! I don’t believe I have ever thought of it that way,” I responded quite pleased with the way this had ended.

“Quite, Watson,” The Detective said, ending today’s discussion.

 

Filed Under: list building, List Management, Marketing, sales, sales funnels, segmentation Tagged With: , , , , , , , ,

Why I left Infusionsoft

February 9, 2015 by Leave a Comment

Why???I realized my jaw was hanging open in a most unbecoming way, so I shut it momentarily – long enough to gather my words together to verify what I thought I had just heard.

“Sir? Perhaps I misheard you. Can you repeat yourself?”

“Of course Watson, and for heaven’s sake shut your mouth, you look like a fish gasping for air,” The Effective Detective initially answered my question with his typical sarcasm before continuing on. “You did not mishear me Watson, I have dropped Infusionsoft in favor of one of the so-called lesser alternatives,” The Detective concluded, and waited patiently for my reply.

“I don’t understand sir, haven’t you yourself said that Infusionsoft is one of the most powerful tools available for the types of processes we design and implement?” I asked, hoping that my mouth had ceased opening and closing spasmodically.

“I have indeed Watson. And I stand by that. Don’t misunderstand Watson, I am not leading a rebellion against high-powered software that admittedly costs a pretty penny. If someone is using Infusionsoft to its potential, and truly benefitting from it, by all means stay with it!” The Detective answered.

“Then why would we switch, sir? I admit I am finding this quite confusing,” I mumbled.

“Watson, while I must admit it was a hard decision, when I analyzed our own lead attraction and sales funnel system, I felt that Infusionsoft could be a bit of overkill. I will also confess to some consternation over them working towards becoming “Swiss Army Knife software” – doing lots of things, all of them competently, but none of them excellently.  But lastly and most importantly, our clients, Watson. Are many of them best served by that particular software package? I think not,” once again The Detective paused to allow me to interject a comment.

“But aren’t there features that are critical to implementing our system sir?” I asked, finally regaining my composure.

“There are, but features can be duplicated either by human processes, or outside intervention via our own software solutions. We can tie into these supposed lesser systems, and I think that most of them hardly deserve that title. It is simply a matter of working out the processes and designing both a manual solution, and then a software solution. The result will be a cost-effective way to implement the proper processes in one’s business without driving one crazy,” The Detective concluded.

“We will be discussing these processes in this space of course?” I queried.

“Watson, do you have even a shadow of a doubt that we will be discussing this extensively?” The Detective asked, looking incredulous.

“Of course not sir, but you have already dropped one bomb on me today…”

“Hush Watson, we have work to do and word to spread,” The Detective smiled, ending our conversation for the day.

Filed Under: Change, List Management, Marketing, software, technology, Uncategorized Tagged With: , , ,

We don’t need no stinking autoresponders

January 22, 2015 by Leave a Comment

Public Relations Meaning News Media Press Communication“Sir, are you up for a little Q and A today?” I enquired of The Effective Detective to launch this episode of our weekly talks.

“What? Eh Watson? I suppose so… not as much chance to lecture of course,” replied The Detective with a slight smile on his face.

“Perhaps the answer to every question does not require a lecture sir,” I answered, then continuing on before The Detective could offer a rejoinder, “the question is simple sir, what is an autoresponder, and why do you make them sound so important?”

“Watson, the direct answer is quite simple: an autoresponder is simply a process where a set of emails are sent out to a member of your list that the autoresponder is assigned to. The timing of the emails can be set by you so that there are certain intervals of time before the next email is sent out. The emails are the same for each member of your list who receives the autoresponder emails. That much is fairly simple. Where it gets interesting, is why they are so important,” The Detective paused in his characteristic way. Sometimes I believe he is just winding up in those pauses.

“Please continue sir,” I provided an opening without opening a can of worms by making a comment or perhaps sending the conversation in another direction.

“Quite, Watson. As I was saying, autoresponders are important, although you can work a list without them. They are important in that they give you a chance to respond consistently to every single prospect that comes into your funnel. Their introduction to you can be your best stuff. If they are simply thrust into the world of your e-zines or other content, they may hit something that doesn’t immediately interest them. Or perhaps, perish the thought, you might have a bad day, and simply not be on the top of your game with your content. Whatever the reason, you could start out on the wrong foot with a new potential client. Autoresponder content can be tailored to the promised message. Perhaps it is a multiple part video course. The page that attracted your prospect enticed them with that content. They get what they expect to get, and you gain credibility,” The Detective stopped again. This time, looking at me like he expected more than a perfunctory response.

“It would seem to me sir that is also less work for you. Once the content is done, it is done – well perhaps except for some tweaking here and there. Freeing you up for both your other business responsibilities and more content.”

“I think you have the concept Watson. There are some email services out there that offer you a free version or level. Unfortunately, if autoresponders are one of the features they deny you for free, you are better off spending a little money with them to get the autoresponders. Those first few weeks after they subscribe are critical in getting your prospects to follow you. Best to bring your A game and start the relationship off right,” The Detective concluded.

“You sound like you speak from experience, sir” I said, raising an eyebrow.

“A story for another day Watson.”

Filed Under: General, list building, List Management, Marketing, software Tagged With: , , ,

The Power of Your List

December 23, 2014 by Leave a Comment

Composite image of blonde businesswoman standing with hands on hipsI noticed that The Effective Detective looked particularly contemplative, and more out of curiosity than concern, I asked about it. “Sir, you look very thoughtful. Is there a particular insight you are considering?”

“Eh? Oh Watson, sorry. A particular insight yes, but interestingly it is coming from a discussion I had today that taken at face value, could have been considered quite depressing. A friend and colleague was feeling rather cynical today. The trajectory of their business life was not quite what they had hoped for. In particular they have found themselves rebuilding once again,” The Detective began.

“That does sound rather depressing sir,” I agreed.

“Yet from that dreary beginning came a rather illuminating insight Watson. You see, they had started reaching out to connections, and even at this time of the year, when most people are not thinking much about business, had arranged some meetings to discuss some new opportunities,” The Detective continued.

“During the holiday season and so close to the end of the year sir? That is quite surprising,” I interjected.

“Quite so Watson, but the true insight comes from the phrase reaching out to connections. There is an old quote attributed to Andrew Carnegie, I am not sure of the exact wording but the basic idea is that even if everything is taken from you, if you still have a list of contacts, you can rebuild it all. My colleague down in the dumps as they might be, is leveraging their contacts to rebuild. How easy it is for us to forget the power of our lists, be it a contact list build through years of networking, to a list built through patiently speaking to people, and advertising. If you nurture that list, what you can create from it, no matter what has happened in the past can be astounding. The two keys of course are building and nurturing. It does one no good to sit and wait for people to realize our genius. We must go out and proclaim it to the world, and build a tribe. But then we must nurture that tribe, feed it if you will. Those who are willing to do that, reap amazing rewards,” The Detective concluded.

“Sir, I must admit, I have nothing to add to that,” I replied, surprising the Detective and myself for admitting it.

“Well then Watson, let us pour ourselves drinks, and salute the holiday season, and in particular the new year!” The Detective exclaimed as he smiled at me.

“Happy New Year sir!”

Filed Under: content, failure, list building, List Management, Marketing, Networking Tagged With: , ,

Sometimes You Just Have to Say Goodbye

December 18, 2014 by Leave a Comment

ADIOS Rubber Stamp over a white background.“Are you all right sir?” I asked The Effective Detective, alarmed not only by the lack of the smell of coffee permeating the area, but also by the smell that had replaced it: lemon and honey.

“Right as rain Watson,” responded The Detective, just before a spasm of coughs overwhelmed him. “That is if rain occasionally feels simply awful. No matter, the show must go on and all that rot.”

“Quite right sir, just what is the show that is going on today?” I responded not wishing the conversation get bogged down in various disease symptoms.

“End of the year work, Watson, in particular cleaning up lists,” the Detective answered.

“What is the nature of said cleaning sir?” knowing the answer to the question might be somewhat obvious, but the type of lead in the Detective enjoyed.

“Simply put Watson, realizing the reality that we in some way failed to engage a portion of the people who were at one time interested in what we had to say, and removing them from our various lists.  However, rather than just removing them, I have chosen a slightly less aggressive tactic. We will give them one or two chances to restate their interest, but if they choose to ignore these missives as well, then come the first of the year we will follow what seems .”

“What if our messages have just been going to their SPAM folders sir? Won’t this one follow?” I asked intrigued yet worried there would be one more task to do just at the end of an already busy holiday session.

“Ah Watson I am so pleased that your deductions are becoming are and more astute,” answered  the Detective almost challenging me to respond with some sarcasm in return, but I chose to hold my tongue. “We will send our message as plain text rather than HTML. Plain text is hardly perfect but spammers use it less, because they cannot hide their insidious links behind an innocuous hyperlink label so SPAM filters are more likely to pass us through. Of course if they had marked our correspondence as SPAM at some point, well, nothing can be done about that.”

“So what will the content of this message be?” I asked, my fear of more work overcome by my curiosity.

“Merely that we have noticed that they had not opened any messages for at least  6 months, and that if they wish to stay on our list to click the provided link, and if they do not, just do nothing, they will be removed at the beginning of the new year,”  The Detective replied succinctly, then laid back in his chair, my signal to come up with some rejoinder or issue.

“Sir, won’t we be cutting out list size down unnecessarily? Won’t we be decreasing our chances of some positive action to a future offer?” I offered.

“Bah, Watson. If they haven’t been reading anything we have sent for the past 6 months, do you actually believe their eyes will burst open and they will see the light suddenly because of some amazing offer we are sending out? Highly unlikely. More likely, they will tire of seeing our emails at some point, and rather than reading and taking positive action, they will mark as SPAM. Removing them seems to be a far better option.”

“So actually sir, we will have smaller more responsive lists, rather than larger lists that may appeal to our egos but with no real benefit, and possible bad effects vis-a-vis SPAM reports and such!” I exclaimed.

“Quite so Watson, now back to work, or perhaps back to bed for me.”

Filed Under: list building, List Management, Marketing Tagged With: , , ,