Posts Tagged ‘business’

Are You Counting The Concealed Costs Of Sunken Money In Your Business?

Posted On August 5th, 2020

In many categories of marketing and sales, as well as in your business, there are not-so-obvious costs that get overlooked because they aren’t recorded on the balance sheet or accounting ledger. If Walmart is eliminating their greeters, I hope they are evaluating the total cost of NOT having that person there, not just the obvious cost savings of the lowered payroll.

Recently, a colleague of mine ran his first virtual conference and was very happy with the results. He shared with me that he was considering cutting out ALL in-person events, given the ease of the virtual event and the cost, complexity and headache of doing an in-person one. I told him that was a very dangerous “cost savings” that would be the death of his business. Read full article and comment →

How To Not Roll Over And Die (A Lesson In RESILIENCE)

Posted On May 21st, 2020

How to Not Roll Over And DieAs the casualties on the business battlefield start to pile up with the sudden forced cessation of business by the government, restaurants are taking a hit and many are closing their doors, never to reopen. However, in the midst of all this, one Seattle restaurant owner is THRIVING, with sales DOUBLE what they were the previous year, forcing him to double his staff and continue to look for more. How’s this possible? Simple: the owner of Addo, Eric Rivera, decided, “Not today, coronavirus, not today.”

He instantly shifted his entire business to pickup and delivery using his own staff to make drop-offs rather than using Grubhub or Uber Eats, which take almost all the profits in a restaurant’s takeout service. He then started selling food “bundles” including wine and now allows customers to preorder a three-pack of “heat and serve” meals for the week. He also initiated a “pay forward” $9 bowl of food they deliver to homeless shelters that people can buy. On March 17, they hit over 1,000 bowls purchased and delivered. Not too surprisingly, he INCREASED his marketing efforts and spend on social media and initiated a platform called Tock that allows customers to order meals and pick up on a selected day and time – not just when they’re ready to eat. Doing so has allowed them to better plan food ordering and minimize waste. He’s also changed his menu daily to keep things interesting and makes sure he delivers EXTRA wow in the service so customers keep coming back. Read full article and comment →

The Single Trick To Doubling Or Tripling The Leads Generated On Any Campaign You Run

Posted On May 14th, 2020

The Single Trick To Doubling Or Tripling The Leads Generated On Any Campaign You RunAs Ogilvy famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.” John Caples wrote, “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.” All true.

As a copywriter, I know the headline MUST stop the reader in their tracks and draw them in; after all, if you cannot get the reader’s attention, NOTHING else you’re saying or offering matters. Yet how many so-called adver- tisers actually know and practice this? Woefully few. Here’s a list of headlines for an industry publication designed to sell to YOU. Tell me if any of these grab your attention and cause you to want to read (or respond!) to the advertisement:

“Flexible Business VoIP”
“Technology Will Take You Far”
“Better. Faster. Greener.”
“Experience”
“Journey Together. Journey Further.”

Can you tell me from any of these headlines what’s being advertised? Who it’s for? What’s the benefit? My intention is not to embarrass the advertisers, but to make a point: these ads fail at the most basic copywriting and direct response fundamentals. Maybe they can afford a low-to-non-performing ad, but can you? So, a few guidelines to remember: Read full article and comment →

Removing The “Technician” Hat To Become A “R. E. A. L.” Entrepreneur (Rewarding, Easy, Attractive and Lucrative)

Posted On May 7th, 2020

Removing The “Technician” Hat To Become A “R. E. A. L.” Entrepreneur Much of our society incorrectly describes small business owners as “entrepreneurs.” But as Gerber famously pointed out, most entrepreneurs are not entrepreneurs at all – they’re technicians suffering from an entrepreneurial seizure. Nothing is truer in our industry, where most (roughly 80%) are self-employed with helpers, generating under a couple million in sales, who are busy doing it, doing it, doing it, with only a little growth year over year, no sales team, no marketing engine, no systems and processes, no equity.

While that’s where many start, it doesn’t mean that’s where they (you) have to stay. I started my business simply looking to replace a paycheck – not because I had a driving, entrepreneurial vision of a company I would one day create. Today, our growth and revenue put us in the top 1% of not only our category, but of all businesses. Similarly, many of our members come to us as “technicians” but evolve into very entrepreneurial leaders, similar to our current Spokesperson, Sitima Fowler, CEO of CapstoneIT. This should be your ambition as well, for one simple reason: it frees you from having to do all the work, giving you both stability and equity. At some point, you WILL get tired of “doing it, doing it, doing it.” Maybe you’re not there today, but mark my word, someday you will be.

Paul Monroe of ITechCare 24/7 is one of them. Last month he posted this (below) on the QUE about his journey of removing the tech hat. I decided to share it here because there are a LOT of people still “stuck” in the tech role. Some by choice, because that’s where their comfort level is. Others, like Paul, have come to realize they MUST get out of that role for their own sanity.
Read full article and comment →