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Lee’s Blog

Lee's Blog |

by Lee Leslie

How Nero Must Have Felt When He Stopped Fiddling

get-motivated-bushWhat a mess. Somebody should have stopped me.

I have been fortunate to have had many people who encouraged me toward self-improvement. An early example was an employer’s requirement to complete Dale Carniegie’s training to learn “How to Win Friends and Influence People.” As those of you who know me might expect, it did require staying after class a few times. I almost dropped out when I was required to stand up in front of the class and yell with believable enthusiasm, “Boy, do I feel good.” But somehow, I got through it and completed the course. Other than making some great friends in the class and remembering their names for a few months, the long-term affect was not as dramatic as was hoped. I do still remember to “live in a day tight compartment” and that “any fool can criticize, condemn and complain.”

Admittedly, my anti-establishment beliefs ran and still run deep. I didn’t buy their politics, their wars, their attitudes on race or religion, their dog-eat-kennel mentality. I didn’t want to dress like them, talk like them or concentrate on my golf swing. I didn’t want to demure to the “man” or respect a fool for his money or power. And still don’t.

Subsequently, I was encouraged by employers to be Ziglarized, motivated, sold on success, taught to be productive and trained to be a leader. I’ve listened to 10,000 miles of cassettes, read dozens of books, done exercises, been coached, retreated, meditated, counseled and cajoled (George W. Bush wasn’t on tour during my self-improvement phase). Generally, with the same result. As I once said to my wife about technology, but the same is true for me when it comes to self-improvement, “the mind is like a rock. Pour the water of knowledge on it and it looks wet, but almost nothing sinks in.” Okay, I do remember a Ziglar story from “See You at The Top” that I loved – how to train fleas. I love it because I suffer from flea training and still observe friends and their children who suffer from it. It goes something like this:

“To train fleas you place some fleas in a jar with a lid on the jar. The fleas will, of course, begin to jump, repeatedly hitting the lid in their attempt to escape. Wait about 20 minutes. The fleas begin to grow tired of hitting their head on the jar lid. They just give up and will no longer jump as high. Once they become accustomed to the fact that if they jump too high they will hit their heads on the lid. You can remove the lid and the fleas will continue to jump at the same height, never escaping the jar.”

One exception to those who watered my rock was Mooney Player. You’ve probably never heard of him. For much of his life, Mooney was a high school football coach in South Carolina at Saluda High School and Lower Richland. His teams won five state championships in his 18-years of coaching. Ken Burger, executive sports director at the Charleston Post and Courier, said of Mooney,

“He won 90 percent of his games by turning ordinary players into true believers.”*

In 1974, after a year as an assistant coach to Lou Holtz, the University of South Carolina was looking to replace Paul Dietzel and Mooney wanted the job. He campaigned publicly for it, saying that, “if his teams didn’t win at least 10 games, he wouldn’t accept a salary.” Of course, the university would never hire a high school football coach (hired Jim Carlen) and Mooney stopped coaching and became a motivational consultant. That’s when I met Mooney.

Mooney taught me to be productive and helped me learn to communicate without pissing off everyone in the process (I’m still working on that lesson). He didn’t have books or tapes and generally worked from a notebook more fitting for a football sideline. Mooney taught me to establish goals, break them into meaningful steps that could be accomplished and to set priorities. He taught me to plan each day with A, B and C priorities and to only do the A’s. His thinking was if you take care of the big things, the small things weren’t worth doing. I believed him and it works.

That is until you either run out of goals, or you live in “the worst economy since the great depression.” For many of us, business just stopped last year. Those of us who know a thing or two about a lousy economy or depression know that you gotta re-up. Set new goals. Break out the steps. Learn new things. Implement. Stay productive. Keep good habits. Stay busy. Most of us quickly accomplished our social marketing. We updated our sales tools. We streamlined. We planned. We called. We met. We scaled back. And we tried harder.

After a while of not having A priorities that could be accomplished (see training fleas, above) and being bored silly with B priorities, I found myself compulsively accomplishing C priorities. Those easy things to accomplish that fill our lives and have almost no positive consequence, except the sense of accomplishment that comes from crossing things off a list. I’m over that.

I know unemployment will likely worsen. That small business will likely not see an upturn for a year or more. That the worst may be behind us, but the future is going to be awfully hard. I know the stimulus won’t help me much. That health care reform, should it pass, won’t help me until after the next presidential election when it would go into effect. That doesn’t have anything to do with me. I’m not looking for Washington to solve my problems. I’m setting new goals. I’m going to break them into daily steps that I can accomplish. And I’m going cold-turkey on the C priorities.

I’m guessing that is how Nero must have felt when he stopped fiddling and looked out to see Rome in ashes. What a mess. Let’s get out the broom and get to work.

_________
*”Looking back at Mooney the motivator.” The Post and Courier (Charleston, SC). 2001. Retrieved November 04, 2009 from accessmylibrary.

Lee's Blog |

by Lee Leslie

Making cents out of web advertising

Just because it is cheap, doesn’t mean you should buy it. The inverse is even more true. Numbers spouted by web sites are like listening to stock broker cold calls – put your hand over your wallet and carefully hang up the phone. Page views, visitors, time on the site, demos, reach – bull shit. I don’t blame the sites, they don’t have a clue either. But there again, most sites won’t tell you much of anything.

LikeTheDew.comI’ll give you a case in point – LikeTheDew.com. We started the site and are very much involved. We don’t accept ads, because we know we can’t deliver enough eyeballs for a traditional advertiser – at least, not yet. The site is about 6-months old. We have over 100 writers – many of them extraordinarily experienced, acclaimed and serious journalists. The site is doing great, particularly since we have zero promotion budget. We’re growing in unique visitors by about 25% or so a month and have jumped up 400,000 places in the site rankings this month (if this holds up, we should pass Google in a couple of weeks).

We monitor just about everything on the site. I can tell you who is on the site and where they are. I can tell you what system they run and browser they use. What they click. Where they came from, how they got there and where they go. Who gets our newsletter (all opt-in). Who opens it. How many times they open it. And what link they follow to get there. We don’t trust just one set of numbers, we have six different tracking software programs running at all times, plus “independent” analytics.

Each uses different technology. Each filters robots, spammers, feeds and the like. Each comes up with widely different numbers. So we look for clues to come up with realistic numbers. We can afford to, because we don’t accept advertising.

  • So if I want to impress you, I’ll spout pageviews: 176,135 last month. Basing your advertising buy on pageviews would be like buying a magazine based on circulation multiplied by the number of pages read. Nice to know, but MEANINGLESS in total viewers. If does, however, tell us that our readers spend better than average time with us.
  • So if I want impress you but seem conservative, I’ll spout visits: 50,420 last month. Basing your advertising buy on visits would be like buying a magazine based on circulation multiplied by the number of times they picked up the magazine. DARNED CLOSE TO MEANINGLESS, but more valuable on a site (repeated advertiser impressions) than in a magazine, since it’s unlikely the reader reads the same stories over and over, and thus will see the adjacent ad over and over.
  • So if I want to be more realistic, I’d quietly spout unique visitors: 9,875 in the last thirty days. Basing your advertising buy on visits would be like buying a magazine based on circulation and adding pass along copies. A good number, maybe the best you’ll get, but who are these people, where do they live, will they respond to my ad, buy my product and did they mean to come to the site in the first place? Good questions.
    • 11% came from outside the US, had an 80+% bounce rate and averaged less than a minute on the site. So discount these numbers by 11%.
    • 44% of the US visitors came from outside Georgia, so if you don’t sell outside of Georgia, you might want to discount the numbers.
    • 47% of the Georgia visitors came from outside Atlanta, so if you don’t sell outside Atlanta, you might want to discount the numbers.
    • That drills us down to 2,609 unique visitors in Atlanta.
    • They spent an average of 4 minutes and 37 seconds on the site on each visit (excellent).
    • Averaged visiting 2.65 pages, but 52% only visited one page (decent, but not spectacular).
    • 24% were new visitors to the site (pretty good growth).
    • As a group, they averaged visiting the site a little better than 8 different days in the month (strong loyalty).

Now file that information away and let’s consider how you are going to be charged for an ad on a typical site based on cost per thousand (cpm). Let’s take a figure like $5 a thousand for impressions (many small sites charge upwards of $20 or more per thousand). On LikeTheDew.com, a one-month schedule, if it were available, would be $880 (176*$5), but what you’d get is 2.6 thousands in Atlanta which turns your cpm into $338.46. Seems a little high, don’t you think?

Does that make LikeTheDew.com (or any other small web site) a bad buy for your company? Not necessarily. It is also important to look at some other things. For instance:

  • Environment – few or no ads, and yours stands out.
  • Influencers – just how involved are the visitors and how many degrees of separation does it represent to a much larger population? Many smaller web sites have very involved readers. Lots of comments, means loyalty, involvement, etc. which can be meaningful to an advertiser, particularly an affinity advertiser. Likewise, if they have a good number of twitter followers and a high number of Facebook fans who are exposed to each post and comment, can be an enough of a multiplier to make it worth it.
  • Audience composition – LikeTheDew.com is more like the features section you used to find in a good newspaper. People stories, reviews, lifestyle and even politics. These readers are involved, upscale and smart. Might be the intangible that makes the price worth it for the right advertiser with this target.
  • Value adds – do you get a daily email newsletter with your buy? LikeTheDew has 1,100 opt-in email readers. That is a bonus.
  • Content – if your product aligns with editorial (food with food), you might find that promoting to this audience is worth the premium.
  • Cause rub-off – if your company uses cause marketing to promote your brand, being a supporter of a small web site that advocates causes consistent with your brand, may make it a valuable buy.
  • Partnership – most small sites will work with you because they want your support. Set some reasonable and trackable goals (clicks, transactions on a unique offer, etc.) and ask the site for a make-good if you fall short.

On the flip side, if your company needs numbers – sheer, quick reach to make the transactions work, stay away from small sites. They won’t work for you. There are plenty of opportunities out there for lower cost impressions.

Bottom line: just because it is affordable, doesn’t mean it is.

Lee's Blog |

by Lee Leslie

Passive-Aggressive Marketing

passive-aggressive_450x300The phones are not ringing. No customers to patronize. Nothing promised for tomorrow that hasn’t already been done. Enter the modern passive-aggressive marketer.

  1. First things first: file and organize all your email for the last 11 years into nifty folders and subfolders. By the time you’re finished, surely someone will call and give you business.
  2. Update your billing: when your client gets a fresh bill that will remind them to buy something else.
  3. Update your new business list. Create a plan to start an email newsletter. Freshen your web site. Update your new business PowerPoint. Commit to yourself that tomorrow, or someday soon, you will pick up the telephone and call someone on the list, even though you’re not really sure you really want to “do coffee” with anyone on the list.
  4. Update your profile on LinkedIn so you’ll be ready when that business needs to find you.
  5. Ditto Plaxo, Ryze, MySpace and Facebook.
  6. Play some solitaire. Read the trade magazines on-line. Check the stock market. Get caught up on your expense reporting.
  7. Work the social and business networks to find all those you haven’t kept up with for the last 15 years or more and invite them to be your colleague or friend. Surely they will have some business they have just been waiting all this time to give you.
  8. Organize all of the photos you’ve taken since you bought your first digital camera, tag and upload them to Flickr, PhotoBucket, and Picasa. This is going to work.
  9. Just a couple of degrees separated, join Classmates, Reunion, Meetup, Friendster. Start commenting on HuffPo, Blogspot, WordPress, Technorati. Digg it. Reddit. Stumble over it. Somebody’s looking for me and when they do, they are going to be so impressed they are going to give me work, but what you really want is work and have little of interest to post – that, and, you’re a naturally lousy blogger.
  10. Start twittering via your iPhone with automatic posts to your networking and blogging sites with pedantic updates on your success at brushing your teeth, filling the car with gas and your latest thought.

Not all of this is, strictly speaking, passive-agressive, nor pathological (would be if you have hidden your contact information). However, if, during this time of economic crisis, you have practiced three or more of the above behaviors, you probably need to join a chat room and talk about it with others who will be understanding. Or, drop the passive crap.

One of the few guarantees of the new tell-everything-social-network-world is the anonymity that comes from all the noise on the web. Except for your spouse, your dog and, if you’re lucky, a few close friends, nobody cares. Everyone is too busy. There’s no 140 character success big enough nor malady bad enough to break through the narcissism of the social networks for longer than the 15 seconds it takes to go past it.

Sounds pretty negative? A passive-agressive trait. Hmm. Seems I’m infected. What’s the cure, I wonder?

Relevance. That’s it? Yes. And drop the passive crap. Helps to make it interesting or newsworthy so that it is noticed, but being noticed won’t make you relevant.  Problem is, relevance today is harder than it used to be. The only remaining vast homogeneous audiences are not likely your target: old people and toddlers. Develop aggressive relevant strategies for one micro group at a time. Then repeat the process a few hundred times. Drop everything that doesn’t work immediately and try again. Repeat the process until the crisis is over.

Now, take the rest of the day off and wait for the phone to ring.

 

Lee's Blog |

by Lee Leslie

What To Do or Not To Do.

Call your Lifeline

There are a couple of segments that have not been affected by “the worst economic crisis since the great depression.” If your business is in one of those, congratulations and please try and keep it to yourself.

It is our nature to spend most of our lives on cruise control. Just as you do in a car, once you decide where you’re going and how to get there, you just point and instinctively react to what is before you. To continue the metaphor, the problem right now is that all the cars have stopped moving. Cruise control doesn’t work. You know you can’t get to where you are going unless you are moving. And that sooner or later someone in your car will get hungry, thirsty, need to pee, or you’ll run out of gas and freeze to death.

  1. Do you sit there idling?
  2. Do you change lanes only to find the problem is in that lane?
  3. Do you forget your destination, jump the median and make a uey?
  4. Do you wait for the next exit and set off on some unknown, longer alternative way in spite of the risk of getting lost or ending up at Bates Hotel?
  5. Do you cheat the others by taking the emergency lane to pass as many as you can for as long as you can and hope you don’t get caught?
  6. Do you abandon your car and start walking without fear that you’ll probably be eaten by roving bears?
  7. Do you poll the others in the car for their opinion knowing you can blame it on them when things get worse?
  8. Do you turn on the radio hoping to get some information from the news?
  9. Do you get out, look to see if you can find out what’s wrong or ask some other drivers?
  10. Do you pick up your cell phone, call someone who is not stuck in the same traffic, get them to find out what’s going on, and recommend the best way to get around it, think about it, discuss it, maybe get a second opinion and then act on it?

Most of us know that this crisis is real, that things have changed, that our future depends on the decisions we make right now. We waited as long as was prudent. We have used that time to listen to the pundits, check all the sales reports, review and amend contingency plans, meet and get input from all the staff and update our LinkedIn and Plaxo profiles.  We have cut back about as much as we can. Preserved as much capital as possible. And are wondering what’s the smart thing to do and when to do it.

I have spent my life studying decision making and why it is so easy to make decisions for others and so difficult to make them for me. Mind you, I never, well, almost never, take my role of influencing a company’s marketing and communications lightly. Quality decision making is so much easier when you have a measure of informed objectivity and are less influenced by fear of what could happen when the fortunes of many depend on it.

While not on every marketing bookshelf, Dr. Roberta Temes writes in her book about grief, Living With An Empty Chair,  the three stages of behavior that most of us in business identify with:

  1. Numbness (mechanical functioning and social insulation)
  2. Disorganization (intensely painful feelings of loss)
  3. Reorganization (re-entry into a more ‘normal’ social life)

We are all grieving. We’ve felt the numbness and the disorganization. It is time for reorganization and re-entry into a more ‘normal’ business life. To restructure to profit on the business that is there. To communicate with stakeholders that expectation should be realistic. If you have the capital for patient investment, it is time to buy market share and hold, using the time to restructure that investment. But, it is not the time to invest in the same strategies and expect the same returns. Your customers have changed forever. So must your marketing. Cruise control no longer works. Regis would suggest, that this is the time to call your Lifeline and seek objective independent counsel for new ideas on ways and messages to increase share and reach new markets. Call me at 404-625-5848 (or email).

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