Author Archives: michael

Aug
3

… read an article about National Potato Month.

 

Okay, it wasn’t an entire article about NPM.

It was an article about where to find content marketing topic ideas.

Since, as you well know, August is National Potato Month and, the article asserts, “Most people enjoy potatoes and will likely engage with content on that topic,” writing about potatoes would be a good thing.

Please don’t.

Instead, write about your area of expertise, with the goal of teaching a little bit of what you know to those who might have an interest in learning more:

A contract attorney writes about contracts.
A plumber writes about household plumbing fixes.
A recruiter writes about hiring.

Along the way, people read your stuff in order to stay informed and some of them refer you to others or get in touch themselves to talk about hiring you.

Yes, it really is that simple.

Jul
29

… went to the marketing gym.

 

Marketing is like exercise.

It’s not particularly confusing or hard to do. But it only works if you keep doing it.

 

Jul
26

… spoke with a restaurant owner.

 

She had seen some of the short videos I’ve been posting on LinkedIn, so she decided to do the same for her business. She had a few questions.

I suggested that doing what I’m doing might not be a good idea for her: 

  • Our businesses are totally different. I work with 20 clients a year. She works with 20 customers an hour. She has foot traffic. I have none.
  • Our audiences are totally different. Most of her customers are younger than 30. One hundred percent of my clients are older than 45. (No offense, clients. You still look, if I may say, fabulous.)

So, while LinkedIn videos might be a good fit for me and my business, she might be better off with Instagram or newspaper ads or one of those guys who stand out front flipping signs.

There are too many marketing options to do them all (let alone do them all well).

Take time to make sure you are choosing wisely for your particular circumstances!

Jul
19

… spoke with a new independent consultant.

 

She just left her job and has been working hard to develop products and programs to sell, with a plan to get into consulting after that.

That’s fine, but I think it’s backwards.

The hard part isn’t developing things to sell … it’s finding people who want to buy your things.

It’s much easier to find a handful of clients who pay your thousands, than it is to find thousands of people who pay you a handful (each).

I suggested that getting the consulting business going first might be a better place to start.

There aren’t many people who make a decent living selling things (and the ones who do have a huge list). There are a lot of people who make a decent living selling advice.

Jun
27

… have been unemployed for 22 years.

 

Friday, June 23, 2000, was the day I quit my job.

I took the weekend off to relax and recharge.

Then, bright and early on Monday morning ... I took the next month off.

It’s tempting to jump right into things. But what I have found over 22 years is that the best ideas come from stepping back, not from running faster.

I’m no scientist (clearly), but I’ve noticed that my phone recharges a lot more quickly when I shut it down. Your brain works the same way.