Long Time – No Post? is a question I regularly send to clients. Our marketing model depends on our customers having a constant influx of new content to their website. Many try to save a couple hundred bucks a month by having someone in their office do the work. If they go that route I usually advise them to read The Easy Guide To Online Marketing. Content alone isn’t enough.
When posting to a blog, there usually needs to be keywords that the post targets so potential new clients can find you. Somewhat random blogs like this don’t do anything to help find new clients, they mostly help you to stay in touch with existing clients. Unless you have some type of expert or celebrity status that is.
One of the interesting shifts in the marketing world is the expansion of the ability for people to become a celebrity. YouTube, and the iPhone have made it possible to film a commercial in your store for free and get it online in minutes. Will the commercial work? Probably not. The reality is that you can get a commercial that does work and get it in front of a lot of eyeballs for pennies per set of eyeballs.
When you consider that according to cbs, over 103 Million people watched the SuperBowl. And that just the ad time alone ran up to 5 million dollars for Super Bowl 50. and creating those ads were $250,000 and up in production costs, you can figure out each viewer cost the advertiser
Some simple math says that each set of eyeballs was only 4.8 cents a piece. Given that a salesman trying to sell you a fax machine or health insurance might cost you $200 per click on Google, suddenly it is clear how Google makes so much money and why advertisers go with such high dollar commercials.
The reality is that neither method really is the perfect solution. Neither of them filter out eyeballs that will never be your customer. Advertise milk to lactose intolerant families and you still pay for it. A salesman types in “Personal Injury attorney” and takes the top three ads and calls them because he knows they have a big spend for the cost to acquire new clients.
I know this because I just scrubbed a clients account. Our competitor charged him $2000 per month for 54 “leads” per month. When I scrubbed the “leads” I found multiple calls from the same company selling something. About one out of five calls were a real person who might be considered a “potential new client”. Guess what, right back to $200 per new customer acquisition.
Is it really that expensive to get someone to buy your product? The answer is yes and no. It all depends on you and how you market your business.
This week I found a article in inc. magazine and tweeted it out. The premise was that money can buy happiness.
When I read the headline of the article, it reminded me of a comedian who said
Whoever said money can’t buy happiness is an idiot, I ain’t never seen anyone crying on a jet-ski!
If you read the article, you know the idea, but for everyone else, here are the
I don’t have enough time for all of this stuff highlights, and some ideas for you to leverage that information.
The authors contend that buying things gives us a short term pleasure but GIVING things gives us a longer term pleasure.
The premise is that when you have money to buy things and give them to other people, you are happier. Therefore the authors say that money can in fact buy happiness.
But do you need money to buy happiness? We all know the lack of money can cause a lot of stress, especially when it comes to small business owners and independent people like you.
A lack of money just means you can’t buy gifts, it doesn’t mean you can’t give gifts.
While you are starting your business, or expanding your horizons at your work acting like an independent contractor, money might feel tight, so how can you give so you can still make people happy.
In fact when you give someone more than they are paying for in your business, you might just be giving them the gift they needed. If you aren’t happier when you get paid for your work, and the people paying you aren’t happy, maybe it is time to find different work?
You can also volunteer, and I already hear you that you are already out of time, but I’m telling you, find a couple of hours a month to volunteer and it will pay dividends in your long term success.
So can money buy happiness? Maybe, can giving help you be happier probably.
Does being broke suck? absolutley!
Come back next time and spend a few minutes growing your life, your business and ultimately your happiness.
They say “Don’t Judge a book by it’s cover”, and as an author I can tell you that 80% of the book buying public does. The fact is the cover sells the book. As a business builder and now consultant, I can tell you that businesses have the same problem.
The fact is that books and businesses have a lot in common. The first thing a book buyer sees is the cover. Normally that is true for a a business, and very muh so for restaurants. Landry’s CEO Tillman Fretita has this figured out. All of the Landry’s restaurants have a great cover. You know a Rainforest Cafe when you see one, and I bet the first time you did you wanted to go in.
The food and staff can be ok if the cover story of your restaurant gets lots of people in the door. If you have a great staff and world class food but no one comes in the only people who will care are the banks, investors and your landlord.
Disney has broken this code too. In fact across the board successful retail businesses have learned that the cover is the invitation to read the story. Apple’s simple clean lines and Apple logo aims squarely at Apple fans and whispers “welcome to the club”. A cover doesn’t have to scream like the Rainforest Cafe, but it does have to invite you in to try the story inside.
That brings me to a restaurant in Huntington Beach California. OPM. For quite some time the building sat empty, and after a long buildout, the “Tap House” opened. It closed so quickly that I didn’t even get to see it. By all accounts, the restaurant should have been a success. The few fans it had were shocked when it closed.
The problem at the Tap House is the same as the problem at OPM. The book has no cover. By the time you see the sign you are past the driveway and looking for the next watering hole. Given the name of the Tap House, the cover could have been as simple as cutting 50 kegs in half and glueing them on the outside of the plain white stucco building with Liquid Nails.
Everyone would see 100 half kegs from the 405 and know exactly what to expect and where they would find a good relaxed place for a beer. Instead you could only see the white box.
This past week I did stop into OPM I had to plan ahead otherwise I would have missed it and ended up at Wahoo’s again.
Dressed like a local (shorts, surf related T-shirt and flip flops) I went in and expected something like what I was told the Tap House was. Many smart restauranteurs, take over a good idea and fix the one item that killed the business. Sometimes the issue that kills a business is the owner, sometimes its the staff and occasionally even the food. In this case I was sure it was the lack of an attractive cover. In my perfect world I get there before close and help the owner find the path to profitability.
OPM didn’t change the cover and Tap House wasn’t gone that long. Since only the sign out front changed on the building, quite frankly I was looking for the old ale house interior of the Tap House. Ideally, I could present my proposal to consult on the exterior design. The white no window block of stucco remained unchanged.
When I approached the very narrow walkway that goes to the front door, it was blocked by the hostess who was chatting up a departing patron. The hostess was a pretty typical twenty something hostess in a black dress with a nice smile. I should have realized right there that ale houses don’t have a hostess in a black dress, but I was distracted thinking, this walkway has got to go.
When I entered I noticed a small bar to the left with only one person sitting there. The hostess quickly ran in and greeted me as did a rather casually dressed man. The two didn’t fit. If the casually dressed man was the owner or manager, he needs to dress up or stay in the shadows. He was confusing the story of OPM. If you read my blog or books you know that having a consistent story is key to success in business.
Looking around the inside, the story was a mixture of Casablanca meets middle east nightclub meets upscale east coast dining. Very different from the normally laid back lifestyle of Huntington Beach. Huntington Beach is one of the most popular surfing and beach towns in the US. With the headquarters of Huntington Beach’s first Billion Dollar company, BJ’s restaurants, just a few blocks over, OPM is a standout. Only on the inside that is.
In Huntington Beach most of the higher end (price wise) restaurants have a more casual tone than similar places in Newport Beach for instance. OPM didn’t get the memo on the Huntington Beach dress code I guess. More Vans and Volcom, less Tommy Bahama’s and Tory Birch.
Sitting at the bar, I was pleased to find a very nice Happy Hour menu with a $5 margarita and a couple of decent beers. To my wife’s dismay I neglected to look at the wine menu, so look for an update next month after I take here there for her thoughts on the place.
Eventually one of the Tap House regulars grabbed the seat next to me and he filled me in on the Tap House. He then gave me his thoughts on OPM. At the end he really didn’t know what to think about the changes.
As a business consultant I have to admit I was stumped. What cover do you put on an upscale blingy restaurant in a laid back surf town? More importantly what cover do you put on it to get those laid back surfers in the door? After all within a few blocks there is a Wahoo’s with a full bar, a BJ’s and a shopping center loaded with expensive places to get a good drink.
The rich in Huntington Beach are normally seen in flip flops and sweat shirts all over town. The only giveaway they aren’t surf bums is that they get into a Rolls, Bentley, Ferrari or some other exotic when they are done shopping or dining. OPM’s parking lot doesn’t look inviting to those cars. No Valet, no extra wide door ding avoidance spots, just a plain parking lot in front of a pretty vanilla office center next door to the white stucco block that houses OPM.
As I sipped the $5 margarita served in a short glass, I thought to myself, small price, small drink. Eventually I paid the tab and left, a little disappointed that I did’t have a plan for it’s cover nor did I have a plan to keep people coming back for more once they came in.
The staff was nice, the quality appeared to be there, I didn’t hear any music so I can’t comment on the true ambiance, but….
Getting in my car I looked at the blank white palette that is the outside cover of OPM and wondered what I could do to keep this place alive.
Recently I was talking with an aspiring actor and he asked about my training and work. He had no credits and a masters degree from a major school. So why can’t he get work?
We worked on very similar scenes for the presentation and he smoked it. I didn’t see what I looked like on camera, but the audience reaction was “eh”, so I am feel comfortable telling you he did a better job. What happened next is the telling part.
The casting director is working on a film. I really don’t fit any of the parts and neither does the other guy. I still wrote down the CD’s information and agreed to keep in touch hoping someday he’ll have something for me. When I sent a postcard last month updating my status, he called me directly to thank me for the update. He said that so far, I am the only one who followed up from the group of 18 people he saw that day. He made a comment during our conversation that he was “looking forward to working with [me].”
As much as I would like to say all of the businesses I built grew because we were the best at what we did. The truth is, we were pretty average. What I learned was follow up. When you take the initiative to contact them, you make their life easier. Nobody wants to do anymore work than they have too. So why not do that little extra and make it easier to hire you even if you cost more, aren’t quite as good, or don’t have as much experience as the other guy. I didn’t build any of my companies and try to learn every single thing I could. Instead I tried to find out what the customers really wanted, and what made it difficult for them to get it. Once I knew that, I would find a way to make it easy and bingo, we had profits.
Being a great actor doesn’t make you a working actor, and being a working actor doesn’t mean you are a great actor.
Whatever you do, if you just make it easy for the customer to get what he wants, you will have more work than you know what to do with.
That famous comedic quote actually says a lot. The question is are you “getting er done”. Why Not?
I used to think that I was being polite and courteous by putting other people’s needs first. I felt like I was getting the job done. The truth is I was getting their job done. All this did was add stress to my life because I wasn’t getting my job done.
“A Fanatic is a person who redoubles his efforts after forgetting his original aim” George Santayana
One day I woke up and realized I was working herder and harder for someone else’s goals, someone else’s “Aim”.
That morning, I decided to make a change. I started getting my job done first. Work started getting better. I started taking care of my things around the house. My home life got better. Very quickly I learned that by taking care of me and working on my aim first it does two things. First it gives me more time to help others and second it helped other people start being responsible for their aim because they knew I wouldn’t be able to do it for them.
Collectively, we did more.
In baseball, the pitcher can’t catch while he is pitching. He can’t hit at the same time either. In life you can only do one thing at a time. If you stop pitching to catch, who will pitch?
Last night my wife said, “Finally a productive weekend, after three years we finally got the living room finished.” I wasn’t sure if that was a dig or what.
We did get a lot done thanks to a three day weekend. We put off all the normal chores until Monday and spend all day Saturday and Sunday, cleaning, sanding and painting the living room.
The week before I put in way more work cutting up the walls to add wires for a new push button high efficiency fireplace and a new 65″ flat panel TV I picked up on sale. Ripping the place apart wasn’t “productive” I guess.
It is funny how we put things off because we don’t feel productive until we finish a task. Have you ever looked at your “to do list” and started doing just the things you knew you could finish? Didn’t it feel good to check all those boxes? Or did you feel like you put off the big thing because you might not have finished it?
One of my early mentors used to misquote Mark Twain and say “Swallow the big frog first”. After years of trying I learned that it is much easier to eat the big frog like an elephant, one bite at a time.
In the case of our living room, there was over a months worth of planning, preparation and finish work. Two subcontractors were involved since I don’t do gas (plumbing) or sheetrock. I’ve tried the sheetrock work and if my plumbing is that bad, my house would burn down. I know my limits.
When we bought the house the only thing in the living / dining rooms we did was the carpet. Everything else was left as it. The drapes were nasty when I took them down finally.
To get the project done I had to break the big items into a shorter list of little items I could get done like:
1. remove drapes
2. cut holes for wires in wall to TV
3. cut holes for electrical to TV
4. drill holes in studs for HDMI and speaker cables
5. drill holes in studs for electrical wire, aka Romex.
6. Pull HDMI and speaker wires from stereo to box for TV
Well you get the idea. By breaking it down into shorter steps, I felt like I could actually make progress on the job. Now it is done and it looks great.
Use this technique next time you catch yourself leaving big items on your “to do list”.
It is amazing how many people don’t understand how money works. More importantly how many people trust their money to an expert without knowing what that “expert” really does. If you have money in any kind of mutual fund, you need to read Money, Master The Game.
Tony Robbins interviewed some of the smartest minds in finance and money management and breaks it down in to simple usable nuggets of information. Not a bunch of numbers like the mutual funds tell you.
Think your mutual fund is making 15% this year? Think again! Tony Robins shows you where your money really is going and gives you some easy to use tools to make better decisions for your own money management, retirement and investing.