Perspiration Precipitates Performance and Other Marketing Lessons Learned

Marketing Ideas Douglas Criticism Quote

The following is a letter I received from a dear client, John Douglas, who also happens to be a talented local photographer. Over the past year, John has undergone the rigors of becoming an SEO-savvy entrepreneur. John is a model student; eager to learn, invested in his own success and quick to pick up the strategies required to build success, both online and offline.

I asked John if I could share his letter with you. I feel his experience may resonate and help normalize others who may feel as he did as they attempt to break into their local marketplace.

As I mentioned to John, it is wonderful to see yourself progress toward self-confidence as a business person and professional. Yes, it’s hard to teach such things without the frustrating mechanism of time and the roller-coaster of the success/failure continuum. Take pleasure in recognizing your inner growth. Lessons like these are learned not just intellectually, but also at a cellular level, through life discovery. This means such valuable lessons become truly yours, adding onto the wisdom you already possess. You are richer today–both in the spirit and in the material–as a result.

In support of your efforts,

Matt Schoenherr

online marketing course divider

Hey Matt:
It’s been close to a year since we started working together. I thought I would share some observations with you. I have been seeing increasing activity and interest in my work as manifest by the number of requests I am getting now. Am I as busy as I’d like to be? Absolutely not, but I’ve learned to be patient. Some random thoughts:

  • Success is measured incrementally, and doesn’t happen according to your prescribed schedule. I have learned be comfortable with even modest gains. As you are well aware the last year has seen some frustrations on my part, largely because I was focusing on the success of others and not on my personal successes. I have learned to focus on myself and my abilities and not be concerned with the success or failure of others.
  • Don’t evaluate your success on the short term. It has taken me a while to assimilate this, and I’m sure you’ve told me this a number of times. Being an engineer, I plotted a linear regression of where I expected to be in a year with regard to web traffic. Am I going to reach my goal? I don’t know. Do I care? No.
  • “P cubed”. Perspiration precipitates performance. Gains are not achieved without some hard work and drudgery. I never imagined it would be so difficult to to get top ranking, and to hold on to decent ranking.
  • Web design is fun, but web maintenance is boring and mundane. The website design looks fantastic, and I am still happy with it today after nearly a year.
  • Word of mouth is the best advertising. I firmly believe that reputation trumps any search engine rankings or website designs. SEO is a way of getting your foot in the door and establishing yourself as a credible resource.
  • Does top ranking mean you are the best? Absolutely not. I have learned that you have to have faith in people and recognize that they will make decisions to hire me based on their criteria, and not my criteria.
  • Learn to see the difference between constructive criticism and destructive criticism. Appreciate the constructive, ignore the destructive.
  • Has it been worth the time, effort, and money? Absolutely! I would not be seeing the interest I am seeing without decent ranking on keyword searches. Thank you for your efforts.

Lastly, thank you for being patient with me in the last year. You have been my technical advisor, mentor, and (at times) my spiritual and psychological counselor.  =)

I am very appreciative of all of your efforts and assistance in the past year.

John Douglas
Photographer

Marketing Idea #19: Perfect Your Powers of Persuasion

Marketing Ideas Public Speaking

Hone your public-speaking skills. Join Toastmasters (www.toastmasters.org). As you move onward and upward into the business community, you will be called upon to give presentations before groups (one of the best ways to be perceived as an authority on your topic). Being proficient and persuasive in communicating ideas and stories before an audience is a huge asset. If you’re petrified by the thought of public-speaking, take solace: The point isn’t to get rid of the butterflies, it’s to get them flying in formation.

Marketing Idea #24: Volunteer for Local Nonprofit or Charity

Marketing Ideas Volunteer

Volunteer for a local nonprofit group or charity. Maybe you have something to offer by volunteering on an advisory board. Maybe you want to climb into the trenches and help on the front lines. Whatever direction you choose, be sure your efforts are a reflection of the values you hold close to your heart. The cause you support must inspire you on a deep, personal level. Otherwise, you will tire quickly and may end up abandoning the effort before you’ve even begun—and that is not the way to build a reputation for quality and service.

Marketing Ideas #59-66: Event-Goers Love Attention to Detail

Marketing Ideas Event Attention to Detail

Don’t skimp on the small stuff when you’re producing an event. People will always expect certain things, and if they’ve paid to be there, they have a right to expect those things.

#59: If you have an event or seminar, provide beverages, a coat rack or coat check, and snacks.

#60: Validate parking if free parking isn’t available. If you can’t validate parking, work out an arrangement with your venue to include parking in the price of admission.

#61: If parking is still an issue, offer a shuttle service to and from the event.

#62: Make it easy for people to register; offer online registration from your website. This method should collect their contact information, accept and process credit cards, and send attendees their confirmation automatically. (There are services available for accomplishing this if you’re not sure how to do it yourself.)

#63: Make sure the bathrooms are clean and tended to regularly.

#64: Ensure there are enough trash receptacles and that they are emptied periodically (before they’re overflowing).

#65: Work with your local chamber of commerce, business associations, and networking organizations to promote your event to their members.

#66: Offer meals during an all-day event. This serves two purposes. First, you’ll have less stragglers wandering back in from lunch after the event has picked back up. Second, by giving attendees a reason to sit at their table, they network with each other over lunch, bonding with each other (and your brand) in the process.

Marketing Idea #58: Promote Your Cause with the Local News

Marketing Ideas Partner with the Local News

Contact your local TV and/or radio stations about teaming up to produce special events and programming around your issue. You and your partner stations might consider creating news stories on key issues in the community, while also sponsoring city hall forums, fairs, and other outreach events. The goal of partnering with your local broadcasters is to extend the value of 1.) your outreach efforts and 2.) their programming.