Feb
14

… received an email from Norm.

He was thanking me for responding to his emailed question yesterday by telling himĀ notĀ to register for my Beyond Email Newsletters webinar next week.

Norm wants help with newsletter content development; this webinar is about taking the content you already produce and using it in additional ways. So it’s not what he needs.

Which means that today, I didn’t make a sale.

That’s okay. Marketing (over the long term) isn’t about “closing” people. It’s about helping them.

Do enough of that and the sales always follow.

Feb
13

… am working on my back-up computer.

My main computer is in the shop (don’t ask).

Most people, of course, know to back up their important data.

But few people I speak with seem to have a back-up machine.

If your computer were lost, stolen, or suddenly in need of repair, how long would you be out of business (even if your important data were safe)?

You can buy a computer (PC) for just a few hundred dollars. This week, I’m happy I did!

Feb
8

… am writing a newsletter.

 

After 18 years, it’s still my go-to marketing tool.

But writing it is at least as valuable as sending it.

Writing (especially short-format writing) forces you to organize your thoughts and clarify your point of view.

The thinking involved in writing a newsletter becomes the ideas I share with prospects in talking about my work and the insights I share with clients in doing the work.

So sure, I’ll push the “send” button tomorrow. But I’ve already received half the benefit.

Feb
7

… called a doctor’s office.

The voicemail said they were “closed for lunch.”

Closed for lunch? What is this, 1975?

The last time I went in there were five people visible behind the desk. Can’t they figure out a way to coordinate lunch schedules?

Of course. But for many medical practices, that’s just the way they do it.

If everyone in your industry does things a certain way, maybe there’s an opportunity to move ahead of the pack.

Feb
6

… called “Customer Service.”

 

It was the 800 number for one of the many vendors I use in my business.

The first person I spoke with was completely unhelpful.

So I said “thank you,” hung up, and called back.

The second person was terrific and solved my problem quickly.

That’s a classic big company problem: maintaining consistency across all situations and interactions.

For solos like us, it’s easy. (As long as we are paying attention!)