They Just Don’t Work!

Businessmans hand drawing an empty flow chart

“They just don’t work sir!” I exclaimed as I burst into the study that I shared with The Effective Detective.

“Excuse me, Watson? Which “they” are you referring to?” calmly replied The Detective.

“Sorry, sir, I didn’t mean to be so melodramatic. I’ve been inundated recently with complaints from people I talk to about how this marketing tactic, and that marketing tactic simply does not work,” I said, trying to get my voice a few levels of calmer.

“Ah, ” said The Detective, suddenly looking reflective. “I am afraid Watson, that you have been listening to the general excuse of the small business owner, who having done some simple test of a particular tactic, and not seeing the result they had hoped for or expected, decides that they have been lied to about the efficacy of said tactic.”

“But sir, I have been hearing the same lament from some rather experienced marketers,” I answered, starting to recover my wits.

“I’m sure you have Watson, and most likely they qualify it with something like – ‘at least it doesn’t work as well as I had hoped,” The Detective smiled his half-smile, and I knew something was coming.

“That is true, sir. I expect you have a retort to that as well?” I asked cautiously.

“I do indeed,” The Detective began, shooting me a quick look of amusement, recognizing that I sometimes was prepared for the game we play so often. “The issue Watson is not so much the tactic, although some tactics are inappropriate for some businesses or situations – but that is a conversation for another day. No the usual issue is that the tactic is not to blame, but rather the fault lies with the person using the tactic, using it in isolation.”

“Wait sir, I am not sure I understand,” I interrupted, feeling a tad confused.

“If you will allow me to continue Watson, I suspect you will,” The Detective replied sharply, and continued on without waiting for me to add-on to my statement. “To properly market one’s product or service, one needs to have a marketing system.”

“I’m not sure that such a general software product exists, sir,” I interrupted again.

“Watson, please be still, and allow me to finish,” The Detective implored, rolling his eyes. “You are correct, there is no such software system that will do one’s marketing, but I am not talking about software Watson,” The Detective continued on without his traditional pause, most likely due to my ill-timed interruptions. “no, I refer to a definition of system that seems to elude so many people because of its simplicity.

“A system in this context is merely the steps involved in taking a someone from our market, to being a prospect, then a customer, and of course a repeat customer. Simply put: Step 1, Step 2, Step 3, and within any step there could be alternatives that could lead to an entirely new set of steps.

“The point is that by taking a ‘system’ view of your marketing, different tactics can work together. An outcome at any step using a certain tactic, could result in bringing in another tactic, rather than just letting the prospect go.

“This is different from a marketing plan which is dictating when a particular tactic might be used,’ The Detective paused, and I realized I was being invited to comment.

“So like a flow chart for how you will attract and handle a prospect,” I said with appreciation at the simplicity but power of what had just been laid out for me.

“Well put Watson! A fine visual. Lets move on shall we?” The Detective answered, ending the day’s discussion.

What you need to “know” about “no”

NoXS“Sir, I have noticed something interesting about more successful entrepreneurs,” I began hoping to engage The Effective Detective on the topic.

“Indeed Watson, and what is that interesting something?” The Detective answered, opening the door for me to continue.

“They rarely take no for an answer. But they don’t do it in the annoying stereotypical used car salesman way that you would usually associate with that phrase – not allowing you to leave the office, throwing up another ‘tell you what I’m gonna do!’ line. Sometimes they will even walk away. What I can’t figure out is how they make the determination whether to walk away or continue,” I explained, watching The Detective for a reaction.

“Simply put Watson, you have observed someone or perhaps several someones who understands that there are three types of ‘no’s ,” The Detective replied.

“I’m intrigued sir. I can possibly think of two types of nos, but three?” I interjected.

The Detective gave me his half-smile, which sometimes meant he agreed with me, other times that I should stay quiet while he explained something to me. I decided I would stay quiet and let him continue.

“Yes, Watson, three types. The first is the one that we who are selling are the most familiar with. ‘No, you haven’t convinced me.’ In this case, you simply have not convinced the prospect of the value of your product or service to them. You may be certain that the value is there, but you haven’t illuminated them. This ‘no’ is actually an invitation to continue, but you may be wearing their patience a bit thin.

“The second type is ‘No, not yet’, or more correctly, ‘No, not today’. This is the one that a lot of people do not understand, and why some of the more aggressive closing techniques were developed. There may be very good reasons why a prospect will tell you ‘No, not today’. They may actually see the value in what you are presenting but understand that they are not ready, or simple do not have the resources or the bandwidth to take advantage of. This response is the heart of relationship marketing and the concept of staying top of mind with a prospect. The preferred way to handle this no – after you establish it is real – is to let the prospect go.The key is to not just let them go – which is what most salespeople ending up doing after badgering them for a while – also highly ineffective, but to start a relationship with the prospect, show them some respect, but don’t allow them to get out of your “sight”, get them on your list and send them useful content, you want to be their first choice when they decide “yes, today.” The Detective paused, and I assumed this was my invitation to jump in.

“I never considered it that way sir, but that means the third type of ‘no’ is…” I trailed off to allow The Detective to finish the conversation.

“I suspect you know the answer Watson, but the third type of no is ‘no, not ever.’ There are simply some people who aren’t going to do business with you for some reason – good or bad. Life is too short to waste time trying to get such clients. You may be able to browbeat them into a deal, but you will regret it. The percentage isn’t that high of this type of ‘no’, perhaps 30% of your market. Why waste time when there is 70% of your market out there ready to say yes  – after you convince them, or they are truly ready?” The Detective concluded.

“Well put sir, well put!” I exclaimed.

“Let us move on, Watson,” The Detective responded, ending today’s discussion.

Do you need SEO?

seo“I know that disgusted look, sir. I have seen it before. Perhaps we should hash out whatever is bothering you before moving on to other topics,” I said, seeing The Effective Detective not looking happy at all, barely after entering the room.

“Ah Watson, observant – if not always understanding, as always. I am merely expressing my disgust at the continued selling of what was once a useful technique to draw traffic to a site. Said technique having been surpassed by more cost-effective techniques.” The Detective replied, allowing for a slight smile to cross his face.

“Another one sir?” I sighed.

“Yes, Watson, another one. Keep your sad sighs to yourself if you please. It disturbs me to see people being presented with the paradoxical statement that by paying a Search Engine Optimization expert, you can get free traffic. If indeed one could expect quality – meaning traffic that generates revenue – traffic that vastly exceeded the cost of using said expert to “get on page one” of Google, then perhaps I would be a tad less caustic.

“The fact of the matter Watson, is that not all sites are natural search engine destinations. Those that are, well if you are in a niche that is competitive, and there are standard keywords people can use to find members of that niche – chances are that someone has pretty well situated themselves on the front page of Google.

“On the other hand, what makes you unique, by its very nature will probably not be found via standard keywords. If only a miniscule portion of the Internet community is actually searching on those keywords, your chances of gaining tons of business from being searched for just aren’t going to be that high,” The Detective paused for a second, giving me an opportunity to throw in my two cents.

“Are you suggesting that some industries shouldn’t bother having a website?” I asked with as much incredulity in my voice as I could muster without sounding too over the top.

“Now you are just being silly, Watson. Of course you should have a website. Just don’t confuse being on the first page of Google for some obscure search terms with having  a successful website,” The Detective shot back.

“Since really the only metric of a successful website is ‘does it make you money?'”

“Precisely Watson! And there are plenty of ways you can actively drive traffic instead of hoping that people will happen to look for you using some string of words, and of course what is on your site is equally important as people coming to it… but that is a discussion for another day. Shall we move on Watson?” The Detective finished.

“Indeed sir.”

The Facts Can Destroy Your Sales

factsI came into the study to find The Effective Detective lost in thought.

“Sir, is there a problem?” I asked, concerned

“What? Oh Watson, no not a problem. I am contemplating the merits of presenting a task that may not be terribly easy as quite simple,” he replied with his brow still furrowed in thought.

“An interesting play on words, sir. Yet it strikes me as dishonest. How can a hard task actually be simple?” I asked, hoping to move the conversation along, almost certainly making The Detective happier, since he was always happiest when pontificating.

“Watson, you disappoint. There is nothing dishonest about making a true statement. A simple task can be quite hard,” The Detective responded.

Intrigued, I prompted him to continue, “I must confess to being dense today, sir. I am not following you.”

“Come now Watson. Let me give you an example. Say I told you to pick up a box and carry it across the room. Would you agree that is a simple task?”

I nodded my agreement.

“If I then told you if the box was made of lead, and contained several more blocks of lead,  would you agree that the task was hard?”

I had to smile. Once again I had fallen into one of The Detective’s logical traps. “Yes, sir, I would have to agree. An interesting thought experiment, but what does it have to do with the issues we are typically confronted with?”

The Detective smiled almost warmly which took a little of the sting out of his next words. “You are as dense as the lead boxes we were just discussing Watson. Perhaps you did not sleep soundly enough last night? Allow me to explain,” The Detective breathed deeply, before beginning his latest pontification. “When marketing a product or service, the last thing we want to present our prospects with is something that they perceive will be hard to do, or involve an enormous amount of work. They may be willing to do the work once they see the possibilities but to lead with the perception of complexity or difficulty is a bad idea. Which would you rather choose Watson, ‘The 45 Step plan that will leave you feeling like you just ran a marathon, but will multiply your income!’ or ‘The simple 5 step plan that will propel your income to the next level!’

“The latter of course, sir.”

“Now once you get into it, you may discover that after completing that 5 step plan, you feel like you just ran a marathon, but if you truly have reached the next level of income that you desired, might you possibly be glad you weren’t scared away by the title?

“Truth is important Watson, but if one truly has something that can benefit people – I am of course giving one the benefit of the doubt that they are not a shyster –  then isn’t it more important not to scare them off before they can decide whether the effort is worth the return? Words matter. There was an old joke in the tech world, that back in the good old days, if Hewlett-Packard – a fine technical company started by and originally run by engineers, who have a reputation for being quite literal, was selling sushi they would market it as ‘cold dead fish’. Very true, but not very appetizing,”  The Detective paused briefly, and I, now convinced that I had seen the obvious, jumped in.

“So the cold hard facts are not always the best way to present something. If we have a simple five step system where each simple step of the system involves a lot of hard work, better to promote the simplicity rather than the effort involved!” I exclaimed.

“Watson, you have redeemed yourself,” The Detective interjected, gently clapping his hands. “I’m not sure I could have said that better myself! Now let us immerse ourselves in our own simple yet hard work,” The Detective said, ending our discussion for the day.

 

 

 

Why I left Infusionsoft

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.

Where Gurus Fail

Silhouette of a huge crowd of people walking“Welcome to another new year, sir!” I exclaimed loudly, hoping to keep the subject light today.

“And a Happy New Year to you as well Watson,” The Detective replied, lifting my hopes that our discussion today would be on a lighter topic.

“Watson, I have been reflecting on the subject of gurus lately,” The Detective began.

“Sir?” I prompted, realizing my hopes were about to be dashed.

“Indeed I have. I think I have found a major flaw in their thinking, but it is one that if acknowledged, could have serious consequences for the volume of their business,” The Detective wound up, preparing to start throw the pitch. “You see Watson, the greatest amount of cash for gurus is in groups. They can teach – or talk at – depending on your viewpoint, to many people at once. Delivering the same content once to many. The issue with this delivery method of course is that the content must be generalized. They cannot speak to the individual needs of each person in a crowd of a hundred. Actually, they can’t do it to a crowd of ten. The trick is to present material that is fairly universal, and thus tends to the most basic, and at the same time, add a twist via some specialized way of looking at something or via their presentation itself – or both. The problem of course is that some will resent the universality of the material, other will resent the basicness, while others will get something from it, but then as they develop, will begin to get bored with the repetition,” The Detective took his usual pause, giving me an opportunity to put in my two cents.

“Then the gurus are useless? But sir, you yourself state that those with less experience should seek out the more experienced to borrow from their wisdom,” I argued, not terribly confident my argument would stand up for long.

“An excellent point Watson, and a seeming contradiction. But thankfully, while it seems to be evident, there is no real contradiction. The issue is not the wisdom that a guru might impart to you,  it is the amount at one time, and it is the environment in which they do it. This was my point about the group coaching. Group coaching, at least the way it is normally done, should be limited in time and scope. No more than a few months, no more than some generic topics that understanding the basics of can be valuable.

Beyond that, a guru’s wisdom should be imparted in smaller groups – where individual attention and customization can be done in response to each person’s needs. I think market is a perfect example of this. If you – the guru – built your business in a major metro area such as New York or Chicago, your view of networking, getting speaking gigs, even filling local events, your view of how to reach these people and in particular the ease with which they can be found and reached is biased. Methods of reaching people there may not work in a more suburban or spread out environment,’ The Detective paused again, and I jumped in with what I thought was a blindingly insightful observation.

“So the proper process is for individuals to get their basic information from the gurus using small, affordable – not necessarily cheap – programs, then move up to offerings like Masterminds, and then finally to private coaching,” I said feeling proud of myself.

“And the gurus themselves should make such programs available,” added The Detective. “Unfortunately, what I see too often is the guru, looking to maintain a lifestyle that they worked very hard to reach, is reluctant to offer the middle programs since they involve relatively small groups. It shall be interesting to see how this develops over time Watson.

“Now come, we have a new year to begin our work.”

What do you want from life?

work-rest-play“Sir, you look distracted,” I said to The Effective Detective, addressing a rather faraway look he had at the moment.

“What’s that Watson? Sorry, I sometimes get contemplative as a year draws to its end. I was just thinking of an old song by The Tubes, ‘What Do You Want From Life?'” he responded.

“Really sir? An old song that hardly anyone knows can elicit a response like this?” I asked, somewhat alarmed.

“Ah, but what a song Watson. Some rather surreal lyrics, and a spoken ending with some most irreverent statements about ourselves and our society. But I am guessing that you are curious as to what this has to do with marketing and our usual discussions,” The Detective turned his head and gave me one of his signature sidelong glances.

“The thought had crossed my mind,” I admitted.

“Ah your typical understated response, Watson. Very well. As a year ends, it makes sense to review what has transpired over the year, looking for mistakes – something we do too much of, and reliving the successes – something we do too little of, but it also makes sense to reflect on what we truly want from the trials and tribulations that we suffer through in our attempts to birth a business or to continue to grow one. Why are we doing this? I think sometimes we get lost in the vast amounts of work involved in building our businesses,” The Detective paused, obviously expecting my traditional response or question.

“Sir, isn’t the sheer joy of building the business, and hopefully the financial success that comes with it, an end in itself?” I asked.

“Perhaps Watson. but perhaps if you lose yourself in the business, you are just exchanging one form of drudgery for another. I personally choose to occasionally break away and enjoy the fruits of my labor, even if that means I might pass over some opportunities to make money, so I won’t be considered as ‘rich and successful’ as others who never leave the confines of their business – whether at the office or home. I find it interesting how few of my contemporaries are making plans to enjoy what they have done. Take a trip, enjoy time with their children or relatives. They are all spending all of their time trying to build a business that will allow them to claim millionaire status, even it means sacrificing everything else. I say, LIVE A LITTLE!,” The Detective finished.

“Then perhaps sir, we should do just that!” I exclaimed.

“Bravo Watson, let us end this conversation with a glass of sherry and a toast to life,” The Detective returned.

“To living a life outside our business endeavors, sir!”

“To life outside of business, Watson!

A Little Planning

todo“Sir, can we relax now?” I asked, knowing we had just completed several major projects.

“Relax, Watson? Surely you jest,” replied The Effective Detective, with a tone that bordered on sarcastic, I just couldn’t tell.

“Sir, we have been working almost non-stop, we have completed the major projects, can’t we go back to a more normal schedule?” I responding, hoping that it clarified my request.

“Yes, Watson, I think the work we have completed deserves a bit of self-congratulation. However, we need to begin our planning for the New Year, in fact I am uncomfortable that we are actually a tad behind the 8-ball given the fast approaching holiday,” fumed The Detective.

“Please tell me that you are not thinking about planning out the entire year in one sitting?” I asked, alarmed.

The Detective gave me a sidelong glance that either indicated irritation, or amusement, I could never tell which, a situation that never failed to create consternation. “Perish the thought, Watson!” he exclaimed. “Our situation is too fluid and dynamic to plan too far ahead. That said, planning a few months ahead might reduce the stress having all of the projects we had coming together now has caused you. It really has gotten to a point where we need to know what is coming down the pike at us and when,” The Detective paused, waiting for me to either argue, or to perhaps jump to and retrieve a calendar and start scheduling.

“Sir, I understand to a degree, but we are not even aware of some of the projects that may come our way,” I argued, feebly.

“Thank you Watson, for once again stating the obvious,” The Detective shot back, now honestly sounding a tad irritated. “However, we do have meetings that occur at regular intervals at regular times. You can note them down can you not? Since we need several weeks planning for some of our endeavors, why not note them? Nothing of course need be written in stone, but it would certainly help us allocate time,” The Detective finished. As usual, talking, even for a short bit relaxed him some bit.

“Ah, like with a dry erase marker!” I almost shouted, finally getting the point.

“Exactly Watson. Planning, like anything else does not have to be definitive, but it does need to be started. Without some sort of plan, we lurch from one emergency to the next. A little forethought can help us avoid such emergencies. It may also stimulate some creative thought,” The Detective replied, sounding downright merry.

“I’ll retrieve the materials and we can get started,” I said as I moved to start getting the needed items.

“Quite so, Watson, it would be nice to take a break towards the end of the year,” The Detective smiled, indicating we might just be able to relax after all at some point. We just needed a little planning.

 

Bah Humbug?

Tied Red Holiday Anniversary Ribbon Bow on White Background“Did you have a pleasant Thanksgiving, sir?” I asked The Effective Detective.

“Quite. Thank you for asking Watson. Actually, your query brings to mind an interesting idea,” The Detective answered.

“Indeed. And what would that be sir?” I couldn’t help myself. I knew he would continue anyway, but with a hefty dose of sarcasm. Better to just encourage him to continue.

“Your feigned interest distresses me Watson. Only mildly, of course,” The Detective shot back, doling out the sarcasm anyway, and then continuing. “Nonetheless, the idea is still one that is worth discussing. One of the more enduring… shall we say, myths, is that if you sell to other businesses versus consumers, doing business during the end of the year holidays is a waste of time. After all, everyone will be so busy with shopping and parties that they won’t give you the time of day.”

“I take it you are not of that opinion, sir?” I asked.

“Brilliant observation, Watson,” came back another dose of sarcasm from The Detective. “Our own experience disproves this supposed truism. For as long as I can remember, the period from Thanksgiving to Christmas has been one of our busiest times. This year, the response to our marketing for our Telesummit has exceeded our expectations.

“The simple fact is that in today’s world, the traditional Christmas season – Thanksgiving to Christmas – actually to New Years, does not have quite the business deadening effect it once did,” The Detective took his characteristic pause, and waited for me to interject something.

“Why would you suppose the situation has changed?” I obligingly threw out a question.

“Perhaps it is the rise of online shopping, which frees people from frantically pursuing gifts all over town, giving them more time to devote to business. Perhaps it is the simple fact that everyone seems to have to work that much harder to keep ahead of the curve, why else would more and more stores be open on Thanksgiving – a lamentable trend I must say. Work increases but there are no more hours added to the day, no more days added to the year. Does it matter though Watson?

“The point is that there is far more opportunity to do business during the end of the year holiday season. You can choose not to pursue that potential business, but please don’t tell me there is no business to be had,” The Detective finished.

“Sir, you sound like a regular Scrooge,” I teased.

“Bah Humbug, Watson,” The Detective answered, but with a smile.

The Trick with Content

pie_chart

“Watson, as we approach the end of the year, I feel the urge to reiterate a lesson,” The Effective Detective stated, looking out the window.

“Which lesson would that be sir?” I asked, hoping it would be something interesting.

“We discussed previously how the vehicle must match the audience, correct? Let us take stay along the topic of audience then and discuss content,” The Detective began, looking at me expectantly.

“What aspect of content sir? The frequency, the amount?” I prompted.

“The content itself, Watson! How content must be aimed at the appropriate audience. We all talk about how one should deliver rich content. What is not often discussed is who that rich content should delivered to,” The Detective started.

“Well, I would assume it would go to your list sir…” I interjected, puzzled.

The Detective gave me one of his sidelong looks, indicating some level of displeasure, before going off a bit. “Watson! Are you being deliberately dense? Of course to their list, but what part of their list? That is the question! We are actually talking about segmentation here. ”

“But I thought we were talking about content!” I exclaimed, now thoroughly confused.

“Segmentation is directly related to the content you send Watson,” The Detective responded, calmer now that I had gotten excited. “Our tendency is to minimize the work we have to do so we try and send out one-size fits all content. This is not so much of a problem if we have focused our list building on a single topic or product line. However, as the list grows we can find segments within that list that may respond to different offers and different information. Perhaps they are more affluent. Perhaps they are loyal customers who have a much keener interest in new product or service lines. They could be early adopters, so we can test a new line or service with them. From an information point of view our existing customers will be far more interested in being able to use our product or service in effective ways then the person who has not joined us yet. The list continues Watson,” The Detective paused, looking at me both warily and expectantly.

“I see your point now sir. Your content could be some of the best written or videoed in the world, but if it only applies to part of your audience…”

“Exactly Watson, it should, if at all possible, only go to that part of your audience. Otherwise, you are boring the rest of your list and risking having them unsubscribe, right before you send out incredibly relevant content to them,” The Detective concluded for me.

“So we not only need to worry about the delivery vehicle, but whether there are multiple segments within our audience that certain types of content might apply to as well,” I tried summarizing.

“Quite so, Watson.”

“But could we not then take that down another layer and examine the format of the content, such as e-zine, plain-text or fancy?” I asked.

“We could, but that is a topic for another day, Watson.”

“As you wish sir,” I agreed, ending today’s conversation.