In - Bound Marketing is really Out-Bound to nowhere!

 
Happy Monday to wonderful entrepreneurs everywhere!...the birds are chirping it's almost Spring!   After waking from a lovely restful night's sleep - I am calm and ready to take on the day!    ok, .... I'm kidding...  

After a night of solving problems and spinning colorful dreams, I just took my 'Vitamin E' that is, for Excederin and I'm hooking up my caffeine IV with a target plan to get my fat ass out of bed for the 'commute' to my 'corner office' - 15 steps from my bed.  I did however, through the prior 8 hours, solve one mystery to my own personal health;   after recently breaking two back teeth from 'night grinding' I now wear a Superbowl-approved-mouth -guard and I know it works- In fact, I was startled from a 'dead' sleep to the sound of someone chewing something and it wasn't beef jerky - it was my yummy tooth guard.  Oh, happy day!

Ok, now back to 'Lessons'.... as anyone knows, Entrepreneurs are the smartest people around and if you are brilliantly spending your own money on a venture which can only be termed as 'wide-eyed' you have earned the term 'resourceful' as well.    So here is a time-saver... at least in theme!  It's called 'in-bound marketing'.  It's something you should know about.

.....and for those new to this blog here's what you have missed; (a 12 step 'relief' plan)  'Welcome to 'Kool-aid Rehab'  - challenge your attention span  (it's really only 11 things).....you can do it!    

Ok, .....so  if you learn anything today it's a term called 'in-bound marketing' - The idea of this probably came from someone who was being philosophical while in a public restroom and faced squarely with a bold advertisement on the back-of-the-door..... smack in their face.... it was at that moment which 'enough-is-enough' was born....hence, the idea that people no longer want to participate in advertising as a way to learn about something new... it's full-on block out and overload!

'In-bound Marketing' is a new fancy term for 'discovery' .... Consumers today DO NOT WANT TO BE TOLD (or SOLD) ABOUT PRODUCTS OR SERVICES! (period) .... they want to 'discover' what you are offering through their own search from reviews or friend recommendations -  FaceBook and Pinterest is their quick directory.   

Hmm?

As a marketer, this is a bit problematic... so if you have a good brand, word should travel through these channels...- wouldn't you think?

well, that's not exactly what happens..... You will find that those 'channels' for communication are also clogged like a jammed freeway going nowhere quickly.  So what are you supposed to do....?!    I have no idea...  I just know what doesn't 'work'...!  and to note; when you expect your 'friends' to help with organic communication - they won't (they are busy and overloaded too!)....they also love 'free' samples which you may also then hear;   'Can I get another set for my XX'?  fill in the blank  (sister, brother, mother-in-law, father-in-law neighbor and the dog next door!)  - but to note; that's as far as that will go.(another lesson)

 -so-

for those still committed to a traditional advertising plan have bags-of-money (and don't use your own money) on-hand for lots of frequency because no one is paying attention.  Your message must be benefit-driven (period) and very simply stated - think pre-schooler attention span.  

   

Kool-aid Rehab - some ass kick'in is needed!

Weekend…. Kool-aid Rehab.... Recess!

Funny, offensive …. I really don’t care. 

Since this blog is my opinion and my opinion alone – I raise my glass of Kool-aid to the 1^st amendment!

With that, I am reflecting on life from my own vantage point (a fox hole) and it’s not very pretty.  

As many of you know, thanks to our rotten economy, the job market sucks for the over +50.  Opportunities today are now few and very far between.  Most people I know have been in a bad mood for years, chronically depressed and fully stressed-out. 

Age-discrimination is rampant for anyone over the magical age of 50. People like me know even as a modern-day 'organ donor', it’s still not a good-enough match to be seriously considered for a 'real' job with benefits.  For that reason, experienced hard-working talent is struggling and starting over – trying to figure out what to do when they ‘grow-up’ and being 'a greeter' at Walmart is not on their short list.    Too young to retire, can’t downsize because home equity is gone….it's a pathetic quagmire.

When you are older and kicked off the proverbial job-carousel under labels like ‘position elimination’ … you’re toast – crispy and burned!   For some odd reason, this paradigm seems to exempt politicians and the Catholic Church hierarchy.

The only older ‘talent’ I see ‘working’ on a regular basis looks like this;  usually a guy in a dark suit, driven around in an ominous black unmarked vehicle -- some with security, some without, young people scurrying around behind them.... most are pasty color- gray hair, wire glasses and puffy faced…. Some are tan-sprayed and many are in need of ‘getting off their asses’ (!!!)  I’ll bet you’ve already figured this out …. Yes, it’s our elected officials …. great at talking -  fabulous on spending and amazing at programs that benefit themselves.  What a gig!  talk, talk, talk.....sound bites and photo opps!...... they all need to be fired!

They fight like children in a sandbox – grabbing toys for themselves ($$$) - give speeches with the mentality of ‘Look-at- me!, ‘Look-at-me!’(like kids in a pool)  making sure everyone knows just how brilliant they are.

 
It reminds me of a really bad reality show only you can’t turn it off because their decisions ultimately affect everyone.   

If you happen to be someone who is selling something (a product or a service) this crazy uncertainty flows downward in the way of consumer confidence.  When people feel bad or uncertain of their future.... consumers cut back on spending --- which then cuts back on demand for things, then everything is discounted.....and SURPRISE!  jobs are eliminated!  can we all say 'DUH!'??!!  Have the experienced learned nothing along the way?  

Americans need to know that the people they have elected have their backs rather than their faces in a trough feeding themselves with money and so-called influence.
  

In the latest debacle of ‘leadership’ under the fancy term 'budget sequestrestion'  - where everyone needs to be impounded .... here’s a suggestion; and it’s not even a divine intervention--- We need a system where an elected official's pay is immediately cut (like ours) by 75% and where they too, can get ‘ww.shi**y insurance.com’.  If that were to happen, they would have a stampede to a conclave to get the job done – like quick.  

Speaking of conclaves (and a wider view of our world)... While many humans are literally starving on our sad planet, this is what I am observing, again with another group of mature males;

I’m seeing a bunch of old dudes in long black robes with wide colorful sashes.... embellished with red and gold finery wearing matching red yamakas playing dress-up. .... and I'm not making this up!

.... don't mean to be offensive to religious-types.... but come on!  really!?  if you give this just a second of thought....it's crazier than politics today and that's say'n something. 

They are all shuffling quietly to be in the presence of another really old dude sitting on a throne wearing designer red shoes (Prada, of course), in a white yamaka wearing a fancy gold ring and other fashion accessories.  

What a gig!  And this stuff has been going on for three millenniums!….. wouldn’t Jesus be proud?   No holy water here! Must be blessed Kool-aid.    

Now, this guy, (the really old dude) who I know is keeping a big secret (shhh...)  is gracefully bowing out of his gig  for retirement …. Hmm?  gold watch?   and this is his departure; ... leaves work in a custom-made Mercedes ‘Pope mobile’…. To then board his private helicopter to be whisked away to his hillside private castle overlooking a beautiful lake surrounded by villas and lush gardens.   (ok, I’m jealous – who wouldn’t be?!) 

Now everyone is waiting to see the 'smoke' signal  (powdered Kool-aid) for the grand announcement of the next old dude - it will probably be pinky-red-colored-smoke to match their yamakas.    As luck would have it, the guilty (Cardinal O'Brien) has decided to not be 'a distraction' to this process- so it won't be long!  So honorable is he.  

Cardinal O'Brien, British Cardinal, Admits to Sexual

 Misbehavior

Do tell me though, ....  what has the ‘really old dude’ accomplished as a leader in the past 8 years which has made a profound difference in our world?   and more importantly, what’s under those big full robes… let’s hope not little boys? 
 I'll bet Cardinal O'Brien knows for sure!  what a cover up!

If women were given a chance to contribute to this old archaic thinking and fanatical protocol I have to conclude without thought:  a lot of flabby old asses would be kicked!  And there would be change - and it would be for the better - no red shoes would be needed either. 

xo
SARAH
sarahbwhp@gmail.com   

                                                                  

Kool-aid Drinkers- The NEW Normal - it's Unsweetened!

A new Kool-aid drinker will be caught off-guard to realize there is a 'new normal' when it comes to business today.  Being a consumer yourself, you probably already know first-hand, about being ignored, hung up on, spending hours waiting for help ...... the new 'customer service' business model.  

Total and utter frustration. 

When running a business with technical website issues, there is nothing worse....

This idea of 'live chat'  leaves little comfort to anyone and when you have a missing independent real tech-person, who 'decides' when they would like to return a frantic message....usually by that time, you have pulled the last remaining hair from your head.

Bad manners have become the new way-of-the-world.  Ignoring someone is the NEW  'I'm not interested' AND 'I don't even have a second to tell you either.'   For people employed this is largely due to 'survival mode' in the workforce, but it's still bad manners nonetheless.  

What happens as it relates to Kool-aid drinkers; is your inability to actually reach people - those who you need to help move your business forward.  It is another futile exercise in frustration.   And to note; 'follow- up' as a word is a very out- dated and unrecognized term these days.

Your thoughtful well-written emails will go unanswered and if you're like me, you'll be bright-eyed and amazed until you hear the reason why.... (which is coming) ...

For at least a year, I was absolutely amazed that after reading my thoughtful personal emails,  someone couldn't hit 'reply' and actually 'reply'.... seriously! is it really that hard?  or just tell me 'no thank you' ....  In fact, I was so sure that this was so unimaginable that I thought for a time I had 'email halitosis' -- a frightening new odor which my computer surely was omitting. 

Then, when a wise friend (I have a lot of smart friends)  enlightened me with two simple words ....'DELETE BUTTON' -- Those words hit me like a brick to the head --- of course .... tsk, tsk.  actually brilliant! 

If you 'hit' the delete button on all correspondence which you don't care to care about.... it will just go away -- like magic!  poof! 

Months later when you do find this person (like running after rats on a sinking ship)... they will then tell you that your email must have fallen prey to their unfortunate spam folder.....!    ............................................ohhh, so sad.

 Brilliant again!   

That is, until you find yourself continuously on the 'DELETE' side of business, you will quickly find another term.... extreme frustration (along with other swear words)  and very much in need of a 'Plan B'  This is the unsweetened side of Kool-aid drinking.

glug, glug, glug ....    :)

Kool-aid Rehab Harnessing Rocket Fuel

Those who are drinking Kool-aid you may already know that your business activities do not stop on Friday at 5:00 pm ... it is for that reason I decided to write again today.  I hope you're having a great weekend!

If you are a true 'Entrepreneur' the breed of human who rarely 'stops' .... your brain will always be spinning (is it the Kool-aid? :)   so many ideas, so many problems to solve! massive opportunity.... so little time....  it's endless.  I get 'it'.... in fact, all too well.

Your small business efforts are further amplified when you hear the term 'LAUNCH' in reference to your new start-up business - it inevitably fires up something deep in your brain to stimulate and boost big thinking.... and with that, sky rocketing sales.  Let the games begin!

The optimism is like rocket fuel for the brain and that's not a bad thing- it just needs to be harnessed a bit.     I have been there with that :)    Everyone wants to think they have the next 'pet rock' - (that guy sold 1.5 million 'rocks' and became a millionaire)  - just anything - an overnight success .... to then be able to conquer your next assignment with your brilliant ideas.   

What is forgotten is the small print.... and it should be noted that most of the 'overnight successes' have years of hard work, sweat, tears and chewed nails behind the process....

All should be reminded; if business were this easy

 then everyone would do it.  

I don't mean to sound so cynical, miracles do happen, (crazy sales)   but then, the inevitable brings you back to earth in the way of manufacturing issues.  It's just the reality of this business .....  PR 'spikes' are usually the culprit- absolutely impossible to forecast..... and they usually 'hit' without warning.    When blended with the consumer-of-today (demanding as they should be, with ZERO patience to wait for something they have purchased) and with the new variety of attention spans - that's the recipe for immediate refunds ...  the interest in your 'new shiny object' will melt quicker than unrefriderated ice cream.  (no kidding!)

Sadly you'll not be able to get them back.

Game over as they say! .....or for Entrepreneurs

like me, it's on to plan 'B' :) 

Kool-aid Rehab; A Sharp Pitch 4-Prong Approach

I hope you had a nice recess break!   :)

Now back to Kool-aid Rehab.   Today's theme is going to reference point  #3. from the 12-step relief plan (My introductory blog)  titled; 'Write Your Own Press Releases'......and 'then what?'.... this idea hearkens back to the idea that 'yes', you can take the PR 'step' - but be aware of what you are 'stepping' into.  I have said this before... it is tricky - put on your helmet and start 'pitching' :)
 
Professional caliber writing in today's world of zero-attention-spans should be thoughtfully written and very concise. No time for fluff or clever adjectives.   It's more important to carefully articulate your pitch in short sentences and support these words with bullet points (and pictures).

To note;  on any given day a media person is receiving hundred's of emails and many of those are press releases just like yours.

Even with crisp wordsmith techniques this effort can still be in vain if you can't get your story placed - so be aware .....you are still pitching from the bottom of a haystack looking for a needle.

  

In this wildly competitive arena, it is really important to create a snappy headline in the subject line which will grab someones attention. Think about your own 'in box'.... you can tell immediately the things that you will quickly delete - that same rule holds true for media. 

Soliciting someone to write about your product or service is a very challenging ordeal....Staff writers and freelancers finishing paid assignments are usually not looking for new projects that they initiate.....pitching new concepts, ideas or (God forbid) a  commercial brand to their editors is a stretch in most cases. Not impossible... but a stretch.  Getting 'reviewers' is also competitive.

I have shipped expensive samples with great succinct story ideas to appropriate writers with targeted notes to learn after repeated follow-up that ('it's still in the box') or .... it will be 'fun' to write about later.... 'if I ever decide to write on that subject' -- woo hoo!  This 'approach' is really frustrating so (in my humble opinion) I recommend going to the next prong of this 'pitch'-fork.

Become a quick reader (3 x's daily) to HARO (Help A Reporter Out) inquiries (40-60 individual posts)  .... it's  a free subscription to an ass backwards (brilliant) way to reach media by helping!  The idea is; busy reporters and writers currently writing stories - many who are under deadline,  need specific information to support what they are doing and you just may have what they need. 
But Beware!  This is also crazy competitive and it's important to answer quickly --- short and sweet is the ticket here --- no attachments or pictures are allowed.  It's just the facts ma'am...... JUST GO FOR IT!    If a reporter needs you they will very quickly be in touch.  

After time, you will get into a rhythm about this - there are days when I feel like an EMT - reading fast (with flashers on) and writing like a manic to get in their pipeline for consideration! That's just the facts!

 

So in conclusion;  Here are the headlines for this 'lesson'.... 

1). Boil down your 'pitch' to very simple concepts.  Short paragraphs with bullet points are best.

 2). Budget time for researching timely newsworthy topics which you can 'attach' your message to.

 3). Pitch appropriate news outlets and freelancers.

 4). Subscribe to HARO (Help A Report Out) answer even those inquiries that are on the fringe....you just never know!


Have a nice weekend and take some time to .... NOT drink Kool-aid but be realistic in your endeavors. :)