Sep
19

… left my computer’s power cord in a client’s office.

 

Unfortunately, I didn’t realize it was missing until just now … and my client is 45 minutes away.

Fortunately, I have a (cheap) backup machine in my office. That will do just fine until I pick up the cord later this week.

Nearly every professional backs up his or her business data. But if your computer gets lost, stolen, power-surged or, as in my case, unpower-surged, you’re still out of business.

Inexpensive desktop PCs start below $200.00 (Mac users, sorry, it’s definitely more than that).

A pretty good investment to keep the wheels on the bus going round and round!

Sep
14

… sent a survey to subscribers, asking about an upcoming webinar.

Two reasons why:

First, because I have a much better chance of developing a popular webinar if I asks the potential buying audience what they need, rather than my just picking something at random.

Second, because doing so is marketing; it’s a chance for me to connect multiple times with all of you, those same potential buyers:

Once, when I send the survey.

Again, when I share the responses.

A third time when I send a special email to respondents offering a discount when I launch the webinar.

It’s easy to get hyper-focused on selling since, after all, that’s when people pay you.

Marketing, though, is all the stuff you do before, during and after, to make the selling part more efficient.

Sep
13

… began work with a new client.

She’s launching a new business and is very excited about the problem it solves, who it’s for, how it plays to her strengths, and her new web site.

At one point I asked: “What can I buy from you?”

I didn’t expect this to be a trick question, but after a long silence she said, “I don’t know.”

Nobody opens a retail store without explicitly offering things for sale.

But service professionals, particularly those who are inventing something new, sometimes forget that until somebody writes you a check, you’re not really in business.

Think about how the money will come in and offer that, even if it’s a bit rough, as soon as possible. You can (and should) fine-tune the rest as you go.

Sep
11

… had breakfast with a friend, a financial planner.

He showed up, as he always does, driving a very high end Audi.

That makes sense – you want to believe that your financial planner is himself financially successful.

Of course, if your plumber showed up driving a very high end Audi, rather than assuming he was fantastically capable, you’d assume he was ripping you off.

Marketing is everything you are, much more than just the standard list of promotional tactics we all rely on.

Ideally, all the pieces fit together into one clear, consistent and compelling picture.

Sep
5

… didn’t charge somebody for my advice.

 

I probably could have.

It was somebody I know a little bit; he had a bunch of questions about something he was writing.

But there didn’t seem to be enough meat there to move forward on a paid basis, so I just helped him and wished him well.

As you might imagine, he was quite surprised and happy.

On the one hand, I lost a little bit of income. On the other hand, I just sent somebody out into the world who is sure to sing my praises.

Sometimes, walking away from a little bit of money today leads to a lot of money in the future. (I believe that’s called “marketing.”)