Can YOU Guarantee Results?

Some companies out there seem to think they can.

Let’s take a peek at some websites of web marketing companies:

digital marketing that delivers results - guaranteed

Target results guaranteed 1

Results guaranteed 2

Hmm… Do they have the ultimate power to dictate what happens and what doesn’t in the world?

Now, this very well may be “marketing speak,” as in “we stand behind our product.”

After all, how would this look as a logo:

we guarantee that we will make our best effort which will leave a natural opening for G-d to send results should He decide that's the best thing for you

But if I ever say that my results are guaranteed, or if I phrase my business claim as “we get you more customers” (which I do, so I need to take my own words to heart), I need to make very sure that it stays “marketing speak”; that I don’t start believing that the results are actually in my hands.

People who walk around claiming to be G-d are usually not taken too seriously. Why should it be any more credible for people who walk around claiming they can guarantee things only G-d can?

Categories: Marketing | 2 Comments

Do You Have an “Unapplied Knowledge” Collection?

unapplied knowledge collection

When I was in elementary school, I had lots of collections.

I collected stickers; I collected coins; I collected rocks. When someone gave me a “Stamps of the World” album I decided I was going to collect stamps (although the collection never increased past whatever came with the album).

The remnants of some of those childhood collections remain (my neighbor’s children were fascinated with my sticker album, and of course asked if they could have it – because why would I need it?), but I’m not actively collecting anymore.

One collection of mine which is expanding, to my chagrin, is the “unapplied knowledge” collection. Maybe you have one too.

It’s astonishingly easy to collect unapplied knowledge. You just read a blog post containing tips or strategies for what you do, and then never put any of it into practice.

A collection in every sense of the word, as it actually took time and effort to acquire, but all it’s doing is sitting on a storage shelf in your brain and gathering dust. It’s not even worth anything, like a coin collection (or a sticker collection, which back in 4th grade I probably could have bartered for another child’s Fruit Rollup, although I never actually tried).

Would you like to continue collecting?

unapplied knowledge collection

A tip to avoiding the “unapplied knowledge” collection is given by Nachmanides in his letter to his son (Hebrew original):

“And when you arise from learning, search in what you have learned to see if there is something that you can put into practice.”

In short – make sure you apply your knowledge. (Nachmanides was talking about learning Torah, but the idea can apply across the spectrum of learning.)

Whenever you finish reading a blog post with tips and strategies, think about how you can put one of them into practice – NOW. Not next week, not next month: how is this going to change what you do right now?

If we make sure to do that with at least one article we read a day, we’ll be well on the path to making “applied knowledge” a part of who we are. We may start to see we don’t read as much – but we gain more from what we do.

And our collection will start taking up less real estate in our brain.

I’m off to check my email, with all the articles and blog posts that people send. Let’s see if I can apply this blog post.

What do you think about the “unapplied knowledge” collection? It would be great to hear your opinion in the comments below.

(Thanks to Marna Becker for asking the question that inspired this post!)

Categories: Learning | 4 Comments

Living Our Values

living values mirror small

Why is being focused important?

That’s the question we have to answer if we want our distracted inner toddler to grow up and not spend all day jumping from one entertainment to the next.

I said this week we’d explore the deeper, harder route to focusing when you have your internet browser open. This is the route of actually changing your values – the ones you have, the ones that determine what you do; not the ones that you say or wish you had.

The first step is asking the question: why is that action important? Yes, you feel it in your gut. But what’s the objectively important value there? Think it out. If you’re not clear on the “why,” you won’t have the power to make it happen.

Let’s think this one out together. What’s the objective value in not jumping when the distractive urge says “jump”?

Read more »

Categories: Growth Opportunities, Inherent Internet Issues | 2 Comments

Growing Up on the Internet

Last post, we discussed how our inner child breaks loose when faced with the potential for new and exciting stimulation every ten seconds (otherwise known as working on a computer with an internet browser open).

How do I grow up?

As I warned last time, I don’t think there are any easy answers. So if you want to be able to solve this headache with the ease of popping an Advil, close this tab now. Sorry for the bad news.

There is the “easier” answer, which is avoiding the problem without solving it.

Then there is the “harder” answer, which is actually solving the problem.

Let’s talk about the easier one first.

Don’t tempt yourself.

If you know you don’t like the way you behave whenever you end up in a certain situation – do your utmost to stay clear of that situation.

  • If you don’t want to be tempted to check your email whenever you see an Outlook alert, or the email count go up in the browser tab – disable alerts, and CLOSE THAT TAB! That’s not the only tab you should close. Close anything you’re not using.
  • Sign yourself out on chat.
  • Do everything you can offline. Write your blog posts in a word processor and then transfer them.
  • Start with the tasks you want to concentrate on. Write that blog post or that proposal before you start doing email triage and dealing with blog comments. Only then open your browser.

That will solve some of the “behavior issues.” You might feel less like a preschooler.

But are you any less of a preschooler? Or did you just give the preschooler only one or two toys, so of course it looks like she’s less distracted?

So how do you help the two year old mature – so that even if you gave her ten toys she would sit and play with one for a long time?

Read more »

Categories: Growth Opportunities, Inherent Internet Issues | 14 Comments

How The Internet Turns Us Into Two Year Olds

When my daughter was entering her first year, I read a book on child development in one-year-olds. One of the things that stands out in my memory (because it worked and continues to do so) is how the secret weapon in dealing with toddlers is -

Distractibility.

Your toddler’s decided she’s intent on making it impossible for you to change her diaper? Instead of “No, no, stop it, ” try: “Let’s count your toes! One, two, three, four  - can you touch your toes? Do your toes come off? No? They’re stuck?  Oh, good…” And by that time her diaper is on.

Most memorable in the book was a diagram of “Seven Clocked Minutes of Nursery School Behavior at Different Ages.” (In a room with eight play stations; the lines indicate the movement of the child.)  The 4 year old diagram looked like this:

one movement of 4 year old in seven minutes

The 2 and 1/2 year old diagram looked like this:

several movements in seven minutes for a 2.5 year old

The 18 month old diagram looked like this:

too many movements to count in 7 minutes for a 1.5 year old

Can you say: short attention span?

The good news is that you can see from the diagrams that as we grow older, we get better at focusing.

The bad news is that the internet can turn us back into two year olds instantaneously.

Read more »

Categories: Growth Opportunities, Inherent Internet Issues | 3 Comments

Relationship Building?!

Relationship building.

Who comes to mind? Your best friend? Your spouse? People you value as people, and so you put effort into getting to know them and connect to them?

In the world of internet marketing, the following is also termed “relationship building”:

When trying to build links to your website, you don’t want to send spammy form letters saying, “I have content that will be useful to your readers, so give me a link.”  Or worse: “let’s exchange links and increase each other’s Page Rank.”

Emails like that get dumped into the spam folder.

So instead, a very well-written linkbuilding post I saw a few months ago recommends:

“People love to know their work has been enjoyed, viewed, absorbed so actually take the time to read it and strike up a conversation about something you truly find interesting. As marketers we are taught to optimize one message that appeals to many people; there is simply no place for that in effective outreach link building.”

Creating context allows me to hit more touch points to elicit a response. Also the engagement is all about opinion and sharing thus framing the conversation as just that – a conversation rather than a link request.”

When the person you are trying to engage with responds:

“Sustaining is all about keeping the conversation going, building a rapport with this person and offering something of value. Most people will be tempted to jump the gun at this stage and just ask for the link right when the person responds. This is not the way to go because then your original correspondence appears to be a thinly-veiled link request, which it of course is but that is the mindset we are trying to eliminate.

In this stage it is good to have some content to share that this person may be interested in. It could be related to the site you’re trying to get a link for or it could not, the important point is that you demonstrate that you are worthwhile resource of some sort whether it be for entertainment or educational purposes. Not only does this build trust but establishes context. This phase can continue as long as it takes for you to actually develop a relationship. In fact let’s just rename link building “relationship building.””

“Hit touch points to elicit a response.” “Framing the conversation.” “A thinly-veiled link request, which it of course is, but that is the mindset we are trying to eliminate.” “Build trust.”

I’m sure this is an excellent link building strategy.  I’m sure it works.  (And I have to add that after I wrote this post I met the author at a conference and he seems like a very decent, sincere individual. So the following point is not, and was never intended to be about him specifically.)

That said:

Would you like to have a new best friend who is framing his conversation to hit your touch points and elicit a response, while building trust so that he eliminates your mindset that his relationship with you is all about eventually getting a link?

Read more »

Categories: Marketing, Relationships | Leave a comment

Why Does This Blog Exist?

“All of one’s income for the year is determined on the first of the Jewish year.” (Babylonian Talmud, Beitzah 16a)

If G-d has set my income already, why do I need to go to work?

 

There are many answers. Here’s one:

Our work gives us opportunities for self-development.

 

This is especially true when you’re working in the business and marketing world. Whether you’re working for a huge corporation or you just founded your own small business – the opportunities come at you everywhere you turn.

 

At almost every moment, we can choose to live by truth, spirituality, internality – and grow into bigger people. Or we can fall to falsehood, physicality, stress, the desire of the moment – and sell ourselves out of who we can be.

 

The challenges can be small or large. Visible to the entire world – or so hidden in the depths of your heart that you barely notice them.

 

This blog is simply to raise our awareness. Awareness of the not-to-be-missed opportunities we have for growth – in business.

Categories: Growth Opportunities | Leave a comment