It was from an old issue of Inc. Magazine.
Nestled among the gushing words about Viking River Cruises’ bright future were stats like this:
“Passenger boardings have been growing annually for 25 years.”
“Thirty million people took a cruise in 2019, compared with 19 million in 2010.”
Actually, it wasn’t that old an issue of Inc.: March/April 2020.
The bigger the operation, and the more people necessarily involved, the longer the lead time required to get anything done.
I have no idea when that article was actually written, but it sure wasn’t this morning.
When you create and distribute content, always try and write about what’s happening right now. Your large company competitors will hate you for it and your readers will notice the difference.
Right now I am drinking coffee…
I haven’t spoken to her in at least five years. I haven’t seen her in person in at least ten.
But a couple of weeks ago she got in touch because she needed help with something I could do: rewrite her web site.
Lots of people write web sites. And even though I am better at this than any other human, living or dead, I’m pretty sure that’s not why she called me.
It’s because she’s been receiving my newsletter all this time. I was an obvious, top of mind choice.
If you want inbound work to come your way with no more effort than picking up the phone, you need two things: a phone and a systematic way of staying in touch with everyone you know.
If that’s not a central element of your marketing, what is?
This morning, when I sat down to work on a client project, I discovered that I had overwritten my notes from a 90-minute phone call the other day with another, unrelated file.
Fortunately, I back up everything with both Carbonite and Dropbox, both of which allow you to view and restore previous versions of saved files (I have two backup services in case one of my backups needs a backup).
I also have a spare computer in my office, in case my primary machine is lost, stolen or accidentally sat upon by a rhino (don’t laugh, it happens).
If you sell a professional service, you’re in the information business.
So while it’s true that all this backup stuff costs money, going back to a client and saying “oops,” costs more.
Over the past couple of weeks, six of these posts have been in video format instead of all text as they have been since the first was published in 2013.
Some people really like the videos. Others politely asked me to stop doing it.
Here’s what I’ve learned…
That’s because I sent an email this morning promoting my webinar tomorrow.
Some people asked to be removed from my list. Permanently.
But, sitting right next to those people in my inbox were registrations for the same webinar.
So, who’s right?
Nobody. Different people are at different places and it changes over time (even the Beatles have ex-groupies).
You can either work to not annoy the people who have one foot out the door, or you can work to help the people who want more of you.
Which way are you leaning?