Aggregate Positive Exposure – Return on Involvement
Chapter 27 of the forthcoming book, Trajectory
Aggregate Positive Exposure
We are all familiar with the notion of encouraging “eyes on your website.”
Commonly this is measured by the number of visitors, and the number of times they visit.
However, in the Trajectory Formula, a much more meaningful metric is used to measure Social Media success.
It is an expanded concept I call Aggregate Positive Exposure (APEX).
APEX goes far beyond measuring visitors. It measures the aggregate amount of positive time – spent on the website by potential customers — who are actively involved with highly relevant content.
Highly relevant content, in the context of the Trajectory Formula, means articles written expressly to benefit your followers, and provided at no cost. It pointedly does not mean your product information or other sales-directed content. This metric is then compared with your perceived competition.
Why is this Important?
To understand why APEX is important, it is first necessary to take a step backward to review strategy.
There are numerous ways to monetize your Social Media efforts, but one common strategy that Trajectory argues against is traditional banner advertising on your website.
While ubiquitous on the web, you would be hard pressed to find many companies, (except of course the advertisers themselves), who are making significant revenue from this source. In some cases, in fact, advertising may soften the otherwise positive impact you are making on your followers.
Ask yourself this one simple question: Why are you building a following to begin with? Is it to attract “eyes to the website” in hopes that they will purchase whatever small, incidental products that you are displaying in other companies’ advertising?
Probably not, if you truly understand the power of Social Media.
It is more likely that you are interested in expanding your brand and building credibility with your followers, correct?
If this is true, and I believe it is axiomatic in proper Social Media implementation that this objective is the most effective and efficient, what you should really be concentrating upon is encouraging your followers to read, digest and appreciate your content.
For Social Media to work, you must cultivate a desire to help your followers, not merely to sell to them.
If you follow this simple advice, your visitors will become your friends. They will no longer be faceless numbers on a bar graph, they will be individuals — who visit repeatedly because they are involved.
Two Cautionary Notes
Before we discuss the value of APEX, it is important that you recognize two cautionary notes:
- Be aware that web analytics — the collection and complete understanding of visitor quantification and behavior on your website — is not an arcane luxury, that you can choose to ignore. It is a critical component of effective strategy. If you think you understand it, learn it better. If you don’t quite get it, study it until you do. Here is a Google explanation that will help you.
- Time on the site is not exactly a straightforward calculation. It is subject to a number of variables that can skew the results. For example, if the content is useful enough to demand attention, the length of time spent reading it is valuable to your efforts. On the other hand, if the content is boring and your visitor leaves his browser open while he gets coffee, it is less valuable. There are also purely technical issues in the way Google calculates time on the site that have an impact. If you are interested in the science, here is an exhaustive explanation from the Occam’s Razor website. The upshot is this: Use the Time on the Site calculation as a relative number, not an absolute. It is a basis for comparison only, not a stand-alone gauge of success.
The Crucial Difference — APEX by the Numbers
The reasoning behind Aggregate Positive Exposure, is that Social Media-enabled web pages should be in a category by themselves. Their strategic focus, management approach and execution methods are quite different from their sales-oriented cousins.
The intent is to encourage involvement through highly relevant content, not to directly solicit and convert sales.
Success should not be measured by product purchases or visitor impressions.
Instead, success should be measured by the aggregate amount of time the visitor spends reading, digesting and appreciating content that materially adds to his or her business objectives.
The APEX score is not reflective of immediate cash sales — it represents the current value of future sales based upon the effective involvement of a Social Media following.
By using the APEX metric properly, in a Social Media environment, the resulting value represents the broad effectiveness of all Social Media activity.
Through this approach, as illustrated by the Table below, it is possible to assign a higher value to 100 blog visitors than to either 120 e-commerce visitors or 250 visitors to the Home Page.
This Table explains the relative value of Aggregate Positive Exposure:
There are three example web pages in the calculation:
- A Home Page that is representative of typical websites, but without e-commerce or blog articles.
- A Sales page that is primarily e-commerce.
- A Blog page that is primarily articles with highly relevant content, by the above definition.
Time on Site: According to Goggle, “Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it.”
Impressions: An impression is “the count of a delivered basic advertising unit from an ad distribution point,” or stated plainly, the number of views by a visitor with “eyes on the website.” Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions ( CPM ).
APEX: Visitors multiplied by the Time on the Site in minutes.
Return on Involvement
Social Media activity, no matter how you measure it, is transformative.
It changes everything about doing business online.
Traditional marketing, a staple in business for many decades, is slowly going the way of the buggy whip and it is unlikely to be missed.
Today’s businessmen and businesswomen have the opportunity to become successful, not on the backs of their customers, but rather hand-in-hand with them.
The sales process has become less about vendors and customers — and more about true partnerships where everyone wins.
When you open the door to your website, you are no longer capturing your visitors and trying to stimulate sales — you are inviting them into your business and involving them in your success.
APEX is a new metric for Social Media that monitors the intrinsic value of these new partnerships, elevating Return on Investment and transforming it into Return on Involvement.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in January, 2012. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: January, 2012.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
The “Show Me” Factor – Demonstrable Value
The “Show Me” Factor
Among entrepreneurs, the most common request made to Social Media practitioners is this:
Show me how Social Media will contribute to my bottom-line.
For many of us in professional Social Media, delivering cogently upon this request has been somewhat elusive, but it shouldn’t be.
There seems to be a reluctance to answer two simple questions:
- How will Social Media deliver results?
- How will the company benefit?
If you are among those intrepid Social Media souls, battling on the front-lines to deliver immediate results, you may have been hard-pressed to respond to the “Show Me” Factor. If so, this chapter is for you.
If you are an entrepreneur, struggling mightily to have a business impact through Social Media efforts — and if tangible financial results have been slow in coming — this chapter is also for you.
Speaking as an entrepreneur myself — and after a period of sustained effort and experience with my own company’s Social Media campaigns – one fact seems inescapable:
In the end, Social Media for businesses is about building a customer base – or it should be – and that customer base has demonstrable value.
What is Demonstrable Value?
The dictionary defines demonstrable: Capable of being demonstrated or proved — obvious or apparent.
Demonstrable Value is not an official accounting term; it is a new concept that quantifies value to the company — but that does not necessarily and immediately convert to cash. It is the earliest — but most often overlooked — benefit to the company.
Demonstrable Value is:
- Value you can see and feel
- Value you can quantify
- Value that will predictably turn into cash — and that will ring the cash register in the future.
- Value that may, (based upon a current lawsuit in a California Federal Court), add to your bottom-line immediately.
Think of it as the anticipated value of future revenues — stemming from a tangible and engaged Social Media following in the present.
As can be seen in the chart on this page, while traditional ROI results at the end of the process — (after the E13 Strategy has been applied; strategy, management, execution and sales have occurred; and after the full effects of Trajectory have been realized) — demonstrable value begins to appear at the outset and gradually increases until it equals ROI.
Demonstrable value is sufficiently obvious as to be readily recognized by even the most ardent skeptic, and it is the precursor to traditional Return on Investment (ROI).
Once it predictably turns into sales and revenue, it will be expressed as Return on Investment. But even before that it will have impressive benefits.
In any case, demonstrable value – however it is accounted for – may be the yardstick by which all Social Media efforts should be initially judged.
Twitter Followers Have Demonstrable Value
Twitter followers, in particular, have demonstrable value. Such was the plaintiff’s argument in the recent PhoneDog court case in California. According to court documents, the judge refused to dispute the suggestion that the “industry standard” of $2.50 per month, should apply to every Twitter follower.
That means that a 50,000 member Twitter following could be valued at $125,000 dollars per month, or $1.5 million per year.
Not to belabor this point, but for the $2.50 monthly value to be even remotely reliable, such a financial projection relies on the fact that the followers are carefully selected, heavily engaged — and that they are interacting regularly with the brand.
Twitter followers who are bots, inactive or inappropriate to your specific market are essentially valueless. Extreme care must be taken to ensure that every follower meets these criteria, as will be explained in detail in later chapters.
We all know that you can “buy” Twitter followers on eBay for a penny apiece. The difference between these two extremes is the Social Media management, execution and sales savvy that you will leaarn in Trajectory.
Twitter is Simple, but it isn’t Easy — And it is Deeply Rewarding
The task ahead — for anyone wishing to attain massive success with Twitter — may be relatively simple, but it is in no sense easy. To amass my current Twitter following, for example, has taken well over 6,500 hours of very committed effort.
During the last 18 months, I have:
- Personally written 169 articles and published them on this website.
- Researched, selected and distributed 22,143 articles, written by others, in tweets to my loyal Twitter audience.
- Hand-picked each of my 62,811 followers.
It has been an honor to build, recognize and engage with my Twitter friends. I have learned much — and gained more — than whatever benefit they have realized from following me.
Twitter is much more than a business tool, it is an instrument for personal and professional growth.
The Trajectory Formula will teach you exactly how to build a fully engaged Twitter account of at least 50,000 followers during the next 18 months: How to plan an effective strategy, manage successfully and execute efficiently. And it will help you as you transform a lasting customer base into a huge tangible asset.
——-
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
Crucial Awareness: More Likely to Win
Crucial Awareness
What is one obvious difference between a long-term success and a failure?
What causes a remarkable company to become a memory long before its initial public offering?
What distinguishes an accomplished entrepreneur from a has-been?
There are as many answers to these questions as there are different circumstances, but one certainly is Crucial Awareness.
Any book or author that emphasizes success, accomplishment and rosy projections — without discussing the downsides — is doing readers a disservice.
Business is like chess; you must never concentrate on a winning offense without planning for a successful defense. If you are always thinking many moves in advance – dealing with potential missteps — you are much more likely to win.
Crucial Awareness is Not Pessimism, it is Maturity.
As entrepreneurs, we are particularly susceptible to a lack of crucial awareness.
After all, we are the prime proponents of our ideas and often find ourselves leading a charge that seems never-ending.
We are evangelists, innovators and risk takers. We are motivators and cheerleaders.
The mark of real maturity, however, is pragmatism.
Instead of losing sleep because we keep our concerns to ourselves, we need to take a common sense approach. We need to share our thoughts with those who are fighting the battle with us.
Crucial awareness is not pessimism, it is maturity.
What are the Elements of Crucial Awareness?
1. SWOT
Crucial awareness begins with S.W.O.T.
SWOT analysis is an important strategic planning method used to evaluate the strengths, weaknesses, opportunities, and threats to your business.
It gets a bad rap among entrepreneurs especially, who sometimes view informed realism as a negative, best provided as an afterthought and then ignored at their peril.
It is often relegated to the last pages in a Business Plan, like medical disclosures at the bottom of your TV screen during pharmaceutical ads.
This is a mistake.
It doesn’t belong in the fine print; it belongs near the center of your thought process.
A SWOT analysis must start with defining a desired end objective for your business.
Remember the earlier examples of General Patton and the Cheshire cat? The two essentials of strategy are:
- Knowing what you are trying to do, and
- Knowing where you are trying to go.
A vital corollary to these two essential steps is to recognize that there will inevitably be bumps along the way. Strategy is a journey, not a destination. It must be continuous and it must be realistic.
We have all heard entrepreneurs who insist that “we have no competition, our product is the best, and our team is invincible.” Don’t be one of them.
A common sense approach will not be seen as weakness, it will be seen as professional.
In its simplest form, a SWOT analysis must consider the following:
- Strengths: The characteristics of the business, or project team that give it an advantage over others.
- Weaknesses (or Limitations): The characteristics that place the business or team at a disadvantage relative to others.
- Opportunities: The internal and external chances to improve performance (e.g. make greater profits) in the existing and probable environment.
- Threats: The external elements in the environment that could cause trouble for the team or the business.
2. R-C.A.
The second element of crucial awareness is RCA.
This is a concept of my own invention, defined as Rose-Colored Arrogance.
I have seen it many times in the behavior of entrepreneurs and even in the attitudes of hugely successful businessmen in modern industry.
I’m sure you have seen it too.
Without mentioning examples, rose-colored arrogance appears most often in businesses that have had immediate and significant successes.
The owners have seen substantial profits, meteoric growth and overblown media attention – but they then begin to believe their own PR.
They begin to view their businesses through rose-colored glasses and make arrogant mistakes.
Most often these RCA mistakes manifest themselves when the businesses begin to forget why they became successful in the first place: Meeting the wants and needs of their customers.
Here are the most common mistakes, which are crucial to avoid:
- Raising prices to increase profits – without an urgent need
- Fundamentally changing business models
- Jeopardizing the quality of products or services
- Beginning to shift marketing attention from customers to advertisers, investors or the media
- Ignoring customer complaints in the worst possible environment: Social Media, where bad news travels fast and is difficult or impossible to stop.
All of these mistakes are made when crucial awareness is discarded, or takes a back seat to a sense of invincibility.
Common sense business practices are dispensed with, as if they were no longer necessary. Nothing could be farther from reality. If anything, crucial awareness becomes more important when successes materialize than it was when failures were a real possibility.
3. Avoiding the Panic Button
At the other extreme, the third element of crucial awareness is avoiding the panic button.
It is one thing to take immediate action when such action is dictated by the circumstances. It is entirely different when such action is precipitous and unwarranted.
Pressing the panic button, when to do so is uncalled for, is one of the most disastrous mistakes a business can make.
It communicates a lack of planning and entrepreneurial immaturity.
It worries customers and agitates investors.
Instead of fostering creative solutions, it encourages a crisis mentality.
It stops momentum in its tracks and freezes crucial awareness when it is most needed.
Equanimity Under Pressure
Equanimity under pressure, on the other hand, is a crucial characteristic of successful business owners.
“It makes no sense to worry about things you have no control over,” Wayne Dyer has said, “because there’s nothing you can do about them, and why worry about things you do control? The activity of worrying keeps you immobilized.”
This is sage advice.
Crucial Awareness is fundamental to real business achievement.
It is not a sign of weakness; it is a sign of strength and resilience.
It is of paramount importance to an intelligent strategy and it will transform potential mistakes into exciting opportunities.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in January, 2012. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: January, 2012.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
How to Achieve Escape Velocity
This concept is a vital part of the Trajectory Formula, as it appears in my forthcoming book.
Escape Velocity
In physics, escape velocity is “the speed above which an object will depart on a ballistic trajectory, and never fall back to the surface nor assume a closed orbit.”
Such an object is said to “escape” the gravity of the Earth.
To leave planet Earth, an escape velocity of 11.2 km/s (approx. 40,320 km/h or 25,000 mph) is required. The required speed is a precise and absolute requirement. 24,000 mph is insufficient.
Once escape velocity is achieved, continued energy is less important. The object’s rise will continue unabated by atmospheric friction and gravity. Advancement is effortless.
What This Can Mean for Your Business
Trajectory will help you attain escape velocity in your business. It will generate predictable thrust that leads to sales and profits. And perhaps most significantly, it will propel you beyond a higher orbit — into a self-perpetuating and lasting upward trajectory.
In the Trajectory Formula, escape velocity is the sum total of the components of the formula, added together to give your selling effort the kinetic energy required for Trajectory Selling and guaranteed success. This immensely important section of the book is purposefully left to the end. Why? Because it relies on everything that comes before it.
Think of it this way: When a rocket hurdles into space, it leaves the Earth’s gravitational force behind because the propulsion systems, avionics, aerodynamics, computer systems and a wealth of other components are acting together elegantly. Nothing is left to chance. Not a single circuit is extraneous. Every cubic inch of the vehicle is packed with applied knowledge — from Einstein’s theory to the most advanced science.
As the Space Shuttle leaves the bonds of Earth, it incorporates the dedicated efforts of countless engineers, mathematicians, computer experts and astronauts. And when its mission is concluded, its legacy remains the launching pad for the next generation of adventurers.
Hopefully, so it is with Trajectory. Nothing has been left to chance. Not a single chapter is extraneous. Every page of the book is packed with over 20 years of accumulated knowledge — from basic marketing to the cutting edge of Social Media accomplishment. When the book is published in December, it will carry with it a comprehensive formula for capturing online success. And it is my hope, that it will provide the launching pad for the next generation of online entrepreneurs.
It’s Not Your Father’s Bottle-Rocket
There are simpler ways to launch a selling effort. There are countless theories on how to sell through Social Media that will demand much less of you. There are many approaches that require less study, thought and effort.
But in one man’s humble opinion, all of these abbreviated formulas are simply bottle-rockets — offering momentary flashes of excitement, but destined to fall back unceremoniously to Earth.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: December 13, 2011.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
Trajectory Selling – It’s Not Your Father’s Bottle-Rocket
Leaving the Bonds of Earth
This post introduces the exciting last element of the Trajectory Formula as provided in my forthcoming book.
Called Trajectory Selling, it is the hugely important and fulfilling end result of the Trajectory Formula.
It is that final powerful moment when all of the careful strategic planning, meticulous execution and precision management come together with maximum thrust.
Escape Velocity
In physics, escape velocity is “the speed above which an object will depart on a ballistic trajectory, and never fall back to the surface nor assume a closed orbit.”
Such an object is said to “escape” the gravity of the Earth.
To leave planet Earth, an escape velocity of 11.2 km/s (approx. 40,320 km/h, or 25,000 mph) is required. The required speed is a precise and absolute requirement. 24,000 mph is insufficient.
Once escape velocity is achieved, continued energy is less important. The object’s rise will continue unabated by atmospheric friction and gravity. Advancement is effortless.
What This Can Mean for Your Business
Trajectory will help you attain escape velocity in your business. It will generate predictable thrust that leads to sales and profits. And perhaps most significantly, it will propel you beyond a higher orbit — into a self-perpetuating and lasting upward trajectory.
In the Trajectory Formula, escape velocity is the sum total of the components of the formula, added together to give your selling effort the kinetic energy required for Trajectory Selling and guaranteed success. This immensely important section of the book is purposefully left to the end. Why? Because it relies on everything that comes before.
Think of it this way: When a rocket hurdles into space, it leaves the Earth’s gravitational force behind because the propulsion systems, avionics, aerodynamics, computer systems and a wealth of other components are acting together elegantly. Nothing is left to chance. Not a single circuit is extraneous. Every cubic inch of the vehicle is packed with applied knowledge — from Einstein’s theory to the most advanced science.
As the Space Shuttle leaves the bonds of Earth, it incorporates the dedicated efforts of countless engineers, mathematicians, computer experts and astronauts. And when its mission is concluded, its legacy remains the launching pad for the next generation of adventurers.
Hopefully, so it is with Trajectory. Nothing has been left to chance. Not a single chapter is extraneous. Every page of the book is packed with over 20 years of accumulated knowledge — from basic marketing to the cutting edge of Social Media accomplishment. When the book is published in December, it will carry with it a comprehensive formula for capturing online success. And it is my hope, that it will provide the launching pad for the next generation of online entrepreneurs.
It’s Not Your Father’s Bottle-Rocket
There are simpler ways to launch a selling effort. There are countless theories on how to sell through Social Media that will demand much less of you. There are many approaches that require less study, thought and effort. But in one man’s humble opinion, all of these abbreviated formulas are simply bottle-rockets — offering momentary flashes of excitement, but destined to fall back unceremoniously to Earth.
Trajectory has been a labor of love and profound respect for my readers. I have been delighted to pen the ideas that will give you what you really want and need — results and accomplishment.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: December 13, 2011.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
Trajectory Chapter 9 – Make An Irrevocable Commitment
This is a continuation of the Strategy chapter in Trajectory.
Effective Strategy Requires An Irrevocable Commitment
You may remember from the Introduction, that there are four objectives around which the Trajectory Formula is constructed.
The first three objectives dealt with honing your Twitter strategy until Critical Mass and Trajectory take over — making your strategy effective.
Objective four was to prepare you for the emergence of new technology — as strategies, tools, techniques and Social Media venues inevitably evolve.
In April, 2010, I made a strategic decision to maximize Twitter by building a highly engaged following of 50,000 individuals.
Much more than a decision, it was a rock-solid, irrevocable commitment.
I also committed myself to the notion that I would accomplish this objective alone, so that entrepreneurs like you could look at the tangible results and remain encouraged through good times and bad. This too was an irrevocable commitment.
Why Is This So Important?
Strategy is all about commitment — and if what you’re doing isn’t irrevocable, then you don’t have a strategy you have an idea.
You have a solution du jour — something that is enjoying great but possibly short-lived popularity.
Ultimately, if you don’t commit you will not succeed, because when the going gets tough you will falter. You will give up. You will be susceptible to the next big idea, whether it is in your best interest or not.
Even worse, you may allow yourself to become a hostage to the new approach, working countless hours in pursuit of a new objective before you have accomplished the last one.
One successful entrepreneur put it this way: “I’ve always wanted to treat life like I was an invading army and there was no turning back.” This is sage advice.
What Is The Take-Away From This Notion?
It is very important to remember that Trajectory is not just a book about Twitter.
It is a book about accomplishment.
It is a book about results.
It is a book about making sensible plans — and then sticking with them tenaciously.
The principles you will learn in these pages will make you agile, knowledgeable and fully prepared for whatever comes next. Importantly, they will teach you to be circumspect. They will make you heedful of circumstances and the potential consequences of every strategic decision. Hopefully, they will make you prudent. They will make you single-minded. They will make you resilient in the face of hardship and resolute in the face of change.
Ultimately, they will teach you that being prepared for whatever comes next is not a license to make ineffective and inefficient decisions or to arbitrarily abandon your plans for the next great idea.
Your Role As A Social Media Strategist
As a Social Media Strategist, you must be aggressive and knowledgeable — but you must also be discerning.
The only thing certain about change is that it is inevitable — and your role as a Social Media expert is to make recommendations that are in the current best interest of your various constituencies. Change for the sake of change may not always be the best approach.
Good examples are the sweeping changes that have taken place recently with Facebook and Google Plus. Recent industry press has been overwhelmed with commentary, pro and con, concerning these new series of developments.
In order to place these changes in the proper perspective, you must revisit the two keys to proper strategy:
- You must know what you are trying to do.
- You must know where you are trying to go.
You must know what you are trying to do. If after careful consideration, your strategy is to maximize Twitter for the benefit of your business, you must remain heavily involved with that strategy until it is accomplished. While it is easy to get sidetracked by other approaches as they mature and improve, a competent strategist will resist the urge to change until his original objective is met. Accomplishment, after all, is essential to success — and accomplishment is impossible without laser-like focus.
As the Social Media landscape changes, which it will and must, my humble suggestion is that you heed the advice of Thomas Alva Edison, one of the most successful and resilient inventors in American history.
He was a man of single-minded dedication.
During his career he was awarded over a thousand patents, but his overarching objective was to master the technology of the electric light — and to commercialize it.
He failed over 900 times before he finally achieved his original objective — but he never gave up. He never faltered.
He once remarked:
“The three great essentials to achieve anything worth while are, first, hard work; second, stick-to-itiveness; third, common sense.”
If the successful usage of Twitter is your goal — and if you made that decision using common sense — stick to it. Work long and hard.
You must know where you are trying to go. The Trajectory Formula presupposes that you are a confident and informed decision-maker. It also recognizes that you have certain qualities of leadership that will inspire others to follow you. Taken together, these two central themes demand that you maintain your ground.
Let’s face it, choosing Twitter over other available options for business growth is not the popular decision. Many knowledgeable men and women have taken another course. But I chose Twitter, and presumably you did as well or you wouldn’t be reading this book. Perhaps you are searching for answers, which is where I was before embarking on this strategy. Perhaps you have decided and need reinforcement.
Either way, chart your course and maintain it vigorously.
Look at it this way, all Social Media is in a state of flux. It is new and mostly unproven. But it is a major departure in the way marketing has always been conducted. It is refreshing and new. It is a complete paradigm shift in a marketplace that desperately needs change. By pushing its limits, by remaining confident and taking a position of leadership, you will be making business history.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: December 13, 2011.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
The Secret to Innovation: Looking Inside Yourself
When All Else Fails Use The Mud
What can entrepreneurs learn from the legends of the oil industry? What was the secret to their success?
The answer? Use the mud.
This was not the mud that your children track in from their play outside — but an even dirtier concoction, fashioned from materials on hand with the help of an obliging herd of cattle.
It cost absolutely nothing, but it changed America forever.
Let me explain.
Not far from Jericho Technology’s birthplace in Houston, Texas, there is a hill affectionately called Spindletop. Over 100 years ago, it was the home to grass, a few cows and not much else. Not much else, that is, except for the entrepreneurial spirit of two brothers, their unshakeable perseverance, unbroken spirits and the innovation of looking inside themselves for answers.
How to Become a Millionaire in Oil (or Anything Else)
In the early days of entrepreneurial oil exploration in Texas, there weren’t huge oil fields, major corporations and thousands of employees — often it was just a handful of determined men and a very few investors, operating on a shoestring and taking one day at a time.
After they built their ramshackle oil well and began to drill into the sandy east Texas earth, they had almost no way of predicting success or failure. In fact, with the inherent danger of explosion they couldn’t be sure if the sunset would find them dead or alive.
Expecting failure, investors would only pay entrepreneurs until they reached a depth of 1,200 feet. After that, if they hadn’t struck the proverbial black gold they were done.
The Hamill brothers, Curt and Al, were two such entrepreneurs. They and a friend manned their little well day and night, but became stuck at 400 feet. It was customary to force water into the hole, which under normal circumstances would have kept the sides intact. But this was east Texas where the earth was mostly sand and it kept falling into the bore hole and stopping their progress.
This is where the secret to innovation — looking inside yourself for answers — changed everything.
The Hamill’s were tired, broke and without any solid ideas. They had no options left. There was no one available to help them. More money was not possible — not that it would have done any good if there had been. They had no where to turn except to themselves.
Wiping the dirty sweat from his brow and gazing out over the pasture land, one of the brothers had a very simple idea. He herded a few cows into the pool of water left over from drilling, and as they stomped around they created mud. Being much thicker than water, Hamill reasoned, the mud might keep the bore hole from collapsing. After all, it might work — and using what he had on hand was free.
Much to the surprise and elation of the Hamill brothers, their simple idea appeared to work — and they happily redoubled their efforts.
They passed 500 feet, then 800 and finally 1,100, but nothing happened.
Imagine what they must have been thinking as they approached the 1,200 foot cut-off: Discouraged, anticipating failure — but somehow fulfilled.
Whatever happened, at least they knew they had tried — and they had reached inside themselves for answers, which is a huge victory in itself.
But in a few moments, with a soft rumble that became louder and louder until it shook the ground and spooked the cattle, the Hamill brothers became rich beyond their wildest dreams.
The quiet well that the day before was without hope, spewed forth a gusher of oil for days and days before they could bring it under control.
Within the next 24 hours, the investors who would have shut things down very soon, were now $40 million dollars richer.
When they had started their little enterprise, the brothers had dreamed of finding enough oil to recoup their time and trouble. They had been hoping for 50 barrels of crude oil per day — but before long, their little well was gushing 80,000 barrels per day, making the U.S. the largest oil producer in the world.
Within a year, 500 oil companies were born, including Texaco and Gulf.
As it turned out, their simple idea of using mud opened a vast reservoir of oil worth over $11 billion dollars today. At the time, no where else on earth had seen such monumental success.
And despite the fact that modern oil men use sophisticated synthetic liquids for the same purpose, it is still called mud.
The point of this story is simply this: When you run out of things to do to make your business successful, look inside yourself for answers.
Perhaps you have tried advertising, affiliate sales and countless seminars, but nothing has seemed to work. You Tweet often and you have developed a few followers, but nothing seems to be happening. You’re out of money, tired and frustrated. What do you do now?
Use the mud.
It’s not in the ground and you don’t need cows to make it. It is absolutely free and readily available. You don’t need others to supply it, in fact they can’t. It requires no capital infusion, no employees and no physical plant. And you don’t need to cast your gaze over the pasture land — just close your eyes and think.
Strive for an original idea. But failing that, simply drill down into the vast reservoir of your mind until you find intellectual oil. If you do this often, and you persevere, eventually there will be a trickle — and then a gusher — that will change your business forever.
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: December 13, 2011.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
Trajectory Chapter 77. Finding Motivated Followers
DIAMONDS IN THE ROUGH
Diamonds are created naturally under extreme pressure, usually 100 miles or more below the surface of the earth.
When they are formed, they are already the hardest natural material known to man and have enormous intrinsic value.
They basically last forever.
In the hands of a skilled craftsman, they can be priceless.
The name diamond is derived from the ancient Greek adámas, meaning unalterable, unbreakable and untamed. These three characteristics, aptly named, make them lasting and reliable, if not always predictable.
They come in multiple colors, but they are always valuable.
They are useful for a variety of important purposes, from commercial applications to adornment for the rich and famous.
Of course, they can also be made synthetically, and even then are of tremendous use commercially. Beginning in 1822, Sir Charles Parsons, a prominent scientist and engineer, spent about 40 years and a considerable part of his fortune perfecting the process.
It begs the question: Given the choice, wouldn’t you rather find a diamond than make one?
Of course you would. Why not avoid the pressure and the expense; not to mention the time and the inconvenience?
With a little poetic license, the same can be said of Social Media followers.
They already exist in large quantities.
They are of immense value in their natural state.
They are an unbreakable asset that can last for a very long time if they are understood and well-cared for.
They may be unalterable and untamed, but that is not necessarily a disadvantage.
In the hands of a skilled craftsman, they can be priceless.
And while they can be made synthetically, why bother?
From Humble Beginnings
From a lump of coal to a precious gem, the diamond boasts millions of years of transition and growth. From pure carbon, to metamorphic rock, to a thing of timeless beauty — the diamond represents immense value emerging from humble beginnings.
Likewise, from a pointless banality to a valuable business asset, Twitter and Twitter Followers have taken only five years for their transition and growth. Who would have guessed that a website first claiming, “If you have a cell and you can txt, you’ll never be bored again…E V E R,” would rise to such prominence – raising a king’s ransom in venture capital, toppling dictatorships, and materially changing the world.
By the way, for those who scoff at Twitter’s business value, it might be useful to ask how it was able to topple governments. The answer, I suspect, is that committed freedom fighters are less arrogant and better informed than some so-called business experts, a subject better left for later.
In the introductory chapter to this book, the Trajectory Formula was explained. The formula is S = (T+C) x AM, or expressed in a sentence: Success equals Trajectory plus Critical Mass times Amorphous Marketing.
Missing in that formulation is the raw material that makes the formula work: Motivated Followers.
Throughout this book I have touched on the critical distinction between followers and motivated followers. Knowing the difference and understanding where both reside in their natural state means the difference between mining for coal and mining for diamonds. From cover to cover, you will never read any advice on how to find the former, only the latter.
In this chapter, the process for finding motivated followers will be fully explained.
What Is A Motivated Follower?
By definition, a motivated follower is an individual requiring very low maintenance.
He or she is positively inclined to listen to your message, when you eventually provide it, without requiring strenuous motivation to do so.
Before you begin casting your net for followers, you should already know through testing and empirical evidence that your product or service will actually sell. It may seem counter-intuitive, but once you have that certainty under your belt, it is time to take off your sales hat.
At this stage you should not be selling or propagandizing – directly or indirectly – you should only be providing relevant information in very large quantities.
Your desire should be to help, not to make a sale.
This is such a fundamental concept that it bears repeating: While you are building and maturing your follower base, you should not try to sell to them.
Your new follower is not necessarily a buyer – now or perhaps ever — but he is naturally inclined to pay attention. He will do so because he needs or wants solutions that your product or service may provide, even before you have explained that product or service to him.
He will pay attention, not because you are overtly telling him why he should, but rather because you have demonstrated important and relevant knowledge, he trusts you and you have established rapport, even if that rapport is somewhat distant at the beginning.
He is likely to watch and listen from a distance at first – standing back, waiting to see what happens next – before he commits to you intellectually.
Once he has committed intellectually, like a diamond he will become an unalterable asset in your business, dropping to your bottom line long before his value actually shows itself on your balance sheet. However you choose to quantify it, his value is every bit as valuable as cash in the bank.
This is the first tangible metric for Return on Investment – the sheer number of motivated followers you have accumulated.
Just like panning for gold, you will have to sift through a lot of sand before you find the gold nuggets. It is a winnowing process. Do everything you can (the process is explained in detail later in this chapter) to start with the right follower base – but then you must refine that base – over and over. Sometimes you must be unmerciful when applying the rules I will suggest, but do it anyway. They are tried and true. They work.
Building followers, just for the sake of doing it, is a fool’s errand. I know of some thought leaders who grow their follower base indiscriminately – some have hundreds of thousands of followers — but I doubt that they will ever amount to much. If you don’t care who follows you, you will find that they don’t care much about you either.
What Is Your Target Market?
A motivated follower, also by definition, comes from your target market.
Understanding your target market is essential, but you would be amazed at how few entrepreneurs actually get this.
Most know what they think their target market is. They will parrot their business plan: “My target market is males, age 35-45, with disposable income.” But they have no empirical evidence that this is true.
Some profess to understand their market before they have made their first sale. How silly is that? If no one has made a purchase, there is no discernible market, targeted or otherwise.
Before you can truthfully understand your market, it is first necessary to have tried to sell (at least in a test environment), turned at least a few potential buyers into customers, and even if that attempt was only marginally successful at least you have empirical evidence that your business is viable.
You have already learned the elements of strategy in this regard. If not, you should take a few moments and review the chapter on Strategy.
You have internalized the Basic Six requirements for success and you are prepared to put them into action.
You have already determined what you are trying to do and where you are trying to go.
You are learning the fundamentals of the Trajectory Formula.
You are beginning to understand Critical Mass and Amorphous Marketing.
Now it’s time to start taking action – and your first priority needs to be accumulating motivated followers.
How Valuable Are These Motivated Followers?
One final comment may be useful before I begin to explain the process.
In a recent study reported by Berkshire-Hathaway and derived from analysis of customer viewing and shopping behavior on major U.S. online retail sites, RichRelevance highlighted the significant value of Twitter followers.
The new study drills into more than 200 million shopping sessions to uncover how Americans are browsing and shopping online – and how their behavior varies depending on whether they are coming to a site from a bookmark, search engine or social network.
This chart tells the story. 
While the conversion rate on Twitter followers is lower than other Social Media channels, (less than half that of Facebook, for example), the AOV, (Average Order Value), is higher than any channel studied. In fact, Twitter followers spent 22% more on average than Facebook followers.
What is the practical result?
If you have 50,000 Twitter followers, you might expect .5% of them to become buyers. That’s 250 buyers at an average AOV of $121.33, or $30,332. Stated another way, for every Twitter follower who becomes a buyer, you can expect a 22% higher return than from a comparable buyer generated by Facebook, everything else being equal.
Conversion rates differ, but once a buyer becomes converted, he or she becomes more valuable than conversions from any other Social Media network.
One final thought: Presuming that the Twitter followers studied are typical followers, to the extent that you have found motivated Twitter followers instead, your results might be better still.
Step-By-Step: How to Accumulate Motivated Followers
What you will need:
While I am absolutely not a fan of software to build followers, one website is an enormously valuable tool to assist you in becoming both effective and efficient. That website is Tweepi.com.
Promising to “make sense of your Twitter account,” Tweepi will assist you in identifying your target market, finding and accumulating potentially motivated followers, winnowing that follower base to improve results and doing all this with enhanced speed and efficiency.
As you begin accumulating followers, you will discover immediately that every moment saved by increased efficiency will pay huge dividends – both in results and in your quality of life.
As I have said repeatedly, Social Media is simple, but it isn’t easy. You can reasonably expect, once you have fully implemented the Trajectory Formula, that it will consume a great deal of time and energy, at least for a sustained period, and you will learn to appreciate every sensible shortcut. Tweepi is definitely one of them.
After using this website daily for over a year, I can attest to its value even at the Platinum subscription rate of $14.99 per month, which I heartily recommend.
(Incidentally, as will be true throughout this book, I have no financial interest in this recommended solution, or any other recommendation that I make.)
Also, as a matter of procedure, I will not waste your time with learning features of this and other tools that are not directly required to implement the Trajectory Formula. Tweepi has an abundance of additional features that you may wish to learn, but for purposes of this step-by-step tutorial I will ignore them. Just follow the instructions I provide and you will be fine.
What you must do (all of these instructions are specific to the Platinum account level):
You can use Twitter Search and other tools to identify Twitter Accounts favored by your target market, but my preferred approach is to use common sense. You know your market better than anyone else presumably. You are probably following leaders in your own field already. Whatever approach you use, make a list of those Twitter accounts (e.g. @jerichotech which is my Twitter handle) before you begin your first use of Tweepi.
- If you are starting from scratch, I recommend using Alltop.com as an initial tool. Follow these simple steps.
- Navigate to alltop.com.
- Using the alphabetical listing across the top of the page, navigate to each drop-down box and look for categories pertinent to your market.
- Click on your chosen category (e.g. Social Media in my case) and review the “Most Topular Stories” in the upper left corner. Each of the five listed stories are Alltop’s choice for the most popular stories in that category.
- Click on each story in order and you will be taken to the website responsible for that content.
- Review each website looking for a Twitter button, and follow it to the appropriate Twitter account.
- If the resulting Twitter account has a significant number of followers (it will depend upon your market, but the larger the better), take note of the Twitter handle and add it to your list.
- Continue with this process, until you have exhausted all appropriate categories, or until you have amassed at least 10,000 potential followers, whichever comes first. You are now prepared for your first Tweepi session.
- Very Important: Before you begin to follow, carefully read and understand the Chapter on Twitter Rules. Especially at the beginning, it is quite easy to violate these rules without intending to do so. Should you make this mistake your Twitter Account can be suspended, and believe me, you don’t want to fight that battle.
Using Tweepi:
Follow these steps:
- Navigate to your login page within your Tweepi account.
- After logging in, navigate to your “my dashboard” page.
- In the “Follow new tweeps” section, click on “Follow followers.”
- In the “@Interesting tweep” box, type in the first Twitter handle from the list you compiled above. Don’t forget the @ sign before the name.
- Click on the yellow “Start following” button.
- The resulting page will be a listing of the first 200 followers (if you are in the Platinum subscription plan) of the Twitter account you entered.
- Note the total number of followers in the upper left.
- Change the “Tweepi presets” to default, if not already set.
- Click on the “Last Tweet” button to resort so that the listing begins with the most recent tweet (e.g. “2 minutes ago).
- Highlight the most recent tweet (it will turn blue).
- Scroll down the page highlighting all rows that you have not followed, unfollowed before etc. (You can quickly highlight multiple rows by using the shift key.)
- Very Important: Only highlight rows down to and including “4 days” in the “Last tweet” column. Remember, you only want Motivated Followers. If the potential follower is not motivated sufficiently to tweet within the last four days you should not be interested. Don’t break this rule ever, though you may be tempted to do so.
- Once all appropriate followers are highlighted on this page, click “Follow” on the lower left on the page.
- The word “Follow” will turn gray while the follow activity is completing. When it is complete, the “Follow” will once again become normal, and a message will appear on the bottom right showing the number of followers actually added.
- Repeat these steps until your daily follower goal is reached. (Again, keep the Twitter Rules in mind.)
Note To My Friends and Followers
This is the last segment of Trajectory that will be provided publicly before the book is published. The four chapters already provided represent approximately 10% of the final publication. Hopefully, I have given you a useful taste of what is forthcoming. Much of the nuts ‘n bolts that make the Trajectory Formula exciting and worthwhile will be yours in the published e-book.
As I explained in the Introduction, I am honored that you would take the time to read Trajectory. But with that honor comes great responsibility. As my reading audience, you deserve all the respect and diligence I can muster. Simply put, I must take the confidence you have invested in me and return it to you in the form of prosperity for your business. That is my central goal and highest ambition.
When the book is nearing the publication date, I will let you know. In the meantime, if you have observations or requests for added subject matter, please leave a comment.
Sincerely,
Trajectory Chapter 10. SUPER Motivation – The Desire to Feed Our Families
(This is Chapter 3 of Trajectory, the forthcoming book by Michael R.H. Stewart)
CHAPTER 10: SUPER MOTIVATION
There is an overarching objective in today’s unpredictable world economy — as the owner, manager or employee in a small business – and that is the desire to feed our families.
There can be no shame in that.
Of course, under ideal circumstances this should not be at the very top of the entrepreneurial list.
As Guy Kawasaki is famous for insisting, if your primary goal is to make meaning – rather than to make money — all else will fall naturally into place.
Steve Jobs is famous for similar beliefs. His desire was to change the world, not to own it.
I agree with both men entirely.
Current research suggests that we are making headway. We entrepreneurs can take pride in the fact that in recent research being conducted by the Startup Genome Project it was found that: ”Most successful founders are driven by impact rather than money.”
However, this book is intended for the overburdened entrepreneur, not the successful founder. This book is intended for individuals deeply involved in the search for accomplishment, not for those who have already achieved it.
So how do we accomplish the necessary, while aspiring toward the exceptional?
Make an Impact While Facing Reality
To completely ignore the present realities – to insist that we should be eleemosynary to the elimination of our basic obligations to those who depend upon us – is at best naivete and at worst the height of irresponsibility. We must absolutely make an impact, but we must face reality too.
Let’s call this dual approach SUPER Motivation.
Having proclaimed a strong desire to get back to the salad days of Guy Kawasaki’s thinking before the world economy started to slide, let me say that for now at least, feeding our families should be a major concern of everyone involved in business.
Bear with me on this, because what I have to say in this chapter – however it is framed – may be the most important advice in this book.
In order to feed our families, it is first necessary to learn the mechanics of motivating people – encouraging them to do what needs to be done – to buy our products and services.
But equally important is the notion that in Social Media we should soft-pedal the sales message. It should be decidedly in the back seat as we drive toward our objectives.
It is the great conundrum of business – how to motivate people, and in today’s world we must do so unobtrusively.
In this chapter, I will share the simple secret for getting this done.
Take the Money and Run
Remember Virgil Starkwell? Probably not, I suppose.
Let me refresh your memory.
In the 1969 movie comedy, Take the Money and Run, Woody Allen played a hapless hero bent upon a life of crime.
He was not very good at it.
He tried to rob a bank by handing a too-hastily handwritten note to the bank teller at window #9.
The note was supposed to say:
“Please put $50 thousand into this bag. Act natural. I am pointing a gun at you.”
Sadly, the teller could not read his illegible note.
The teller asked, “I can’t read this. What is this? Abt natural“?
Virgil responded, somewhat annoyed, “No it just reads, ‘Please put $50 thousand into this bag. Act natural. I am pointing a gun at you.’”
“Does it say, ‘Act natural’?” the teller asked.
Virgil responded, getting more than a little frustrated, “I, uh, am pointing a gun at you.”
“That looks like ‘gub’”, the teller responded. “It doesn’t look like ‘gun’.”
Virgil was nonplussed.
The teller asked her manager to come review the note, saying “George, would you step over here a moment please. What does this say?”
Now the manager was reading the note. “”Please put $50 thousand into this bag and… abt? What’s ‘abt’?”
(You can see where this was going, even if you don’t remember the movie).
“It says “Act,” Virgil insisted again.
Then the teller asked her manager “Does this look like “gub” or “gun“?
Virgil made one final attempt, repeating, “Please put $50 thousand into this bag. Act natural. I am pointing a gun at you.”
Finally, both the teller and the manager saw the light.
“Oh, I see, this is a hold up,” the manager exclaimed.
“Yes!” Virgil said with victory in his voice.
“Well, you’ll have to have this note initialized by one of our vice-presidents before I can give you any money.”
Virgil got arrested and served his time, regretting that he had not stood his ground with the teller and manager. He became very highly motivated not to repeat that blunder.
What’s the Point?
The point of retelling this story is not Virgil’s embarrassing plight.
Rather, it is to lay the groundwork for a later scene in which Virgil, now a convict on a prison chain gang for another crime, has become very highly motivated to prove his courage and resolve and not to cave in to the prison warden.
The movie narrator describes Virgil’s chain gang experience this way:
“The time drags by an endless grind of backbreaking labor. Brutal discipline is common under the hot sun. The men aren’t even permitted to faint without written permission.”
“Virgil complains and he is severely tortured.”
This is where the key to motivating people is described.
The narrator continues:
“For several days Virgil is locked inside a sweatbox … (a deep pit in the exercise yard, topped by a steel lid) … with an insurance salesman.”
“Hi, I’m Joe Green, I represent Ajax and Widget Insurance Company,” the insurance salesman begins. “I’d like to talk to you about a little insurance… You’re about 30, right?”
Virgil screams under his breath, barely maintaining his resolve.
“I think the best thing to do is get straight life then a little term… and… how about dental and medical?”
Virgil’s resolve begins to dissolve.
“We got a great deal on dental,” the persistent salesman concludes.
Virgil finally loses it.
He has lost his motivation completely, and the warden has won.
Fade to black.
A Pleasant Surprise
Having spent many years as a senior executive for one of the largest insurance companies on earth, this scene has always made me cringe a little. But there was no denying that this torture seemed to work.
Is this the answer to motivating people? To make the alternative too unbearable to contemplate? Well, no, but it puts the subject in stark relief.
Motivating the prospective buyer has always been a necessary evil, whatever the means.
The debate has always been how to motivate the buyer, without permanently destroying the rapport between buyer and seller.
Of course, there are answers to this marketing conundrum. Marketing texts are full of them. Business schools delight in explaining theories and possible approaches.
But here’s the pleasant surprise, provided by the miracle of Social Media.
Here is the punch line – the advice I promised you before telling the story of Virgil Starkwell.
Because in Social Media you have the gift of very large potential numbers, it is no longer necessary to motivate people.
The secret is simple and powerful.
Instead of motivating people … find people who are already motivated.
Do this, and you will no longer have to drag your potential buyers up the steep cliff to where your products reside — they will scramble to the top themselves. Give them what they want and need and they will do the difficult climbing mostly without you.
The New Motivation Model
What can we learn from Virgil Starkwell and his unfortunate hold-up note?
What can we learn from the pit in Virgil’s exercise yard?
What can we learn from typical marketing approaches that attempt to motivate our potential buyers, even when that approach seems not to work?
The simple answer is this – motivating buyers is a thankless, ineffective and inefficient process – so don’t do it.
Don’t do it? How else are we to progress in our businesses? No one enjoys the process, but isn’t it essential?
Ask yourself this important question: Is traditional marketing still relevant in today’s world?
Let’s take a step backwards in time to see where this motivational process came from – and let’s check it for reasonableness in today’s world.
In 1890, American transportation was in a state of flux. There were over 13,000 businesses that sold various accessories for the “carriage industry.” A famous example was the buggy whip manufacturer.
One of the stalwarts in the buggy whip trade was William Durant — who ultimately founded both General Motors and Chevrolet. He worked for a carriage maker, and was one who spoke out against cars as being “smelly, noisy and dangerous.” But when he realized that the world was moving towards them, and that his current company wouldn’t be able to adapt due to preconceived notions about product, he jumped ship to Buick.
Before this important choice, he could have taken two approaches. He could have ignored the fact that the American transportation industry was changing fundamentally, as he continued to beat a dead horse with his buggy whips. He could have continually upgraded his buggy whip, his marketing material, his sales force and his motivational techniques. He didn’t. He chose to adapt instead.
There have been many examples in our history of choices similar to this one.
The steamship and railroad companies — successful for decades when they had a virtual monopoly on moving the public from one place to another — when faced with the advent of the commercial airplane could have easily clung to the status quo as they sailed and steamed away from reality and into obscurity. Some did, but many did not. They chose to adapt instead.
The software and computer industry — having not existed at all a few decades before — when faced with the advent of the DOS operating system, Windows and Microsoft, could have easily clung to the status quo as they clicked and whirred away from reality and into obscurity. Some did, but many did not. They chose to adapt instead.
These were monumental paradigm shifts in buyer preferences, but did we learn from them? In some ways we did, but in important ways we did not.
We still believed, and we continued to teach in our colleges and universities, that motivating the unwilling buyer was still the key to successful marketing.
We believed that marketing was a push technique. If you continued to bombard your buyer with the reasons to buy your product, irrespective of his wishes, you would eventually prevail.
It was just a matter of modifying the sales pitch, we stubbornly believed – we just needed to be sure our brochure said “gun” instead of “gub”.
It was a continual unwelcome message, but like placing the buyer in a pit with an insurance salesman, we believed that he would eventually give in. The alternative – staying in the pit listening to an unwanted sales pitch – would eventually wear the buyer down.
The dominant sales thinking was simply, never accept “no” for an answer.
Today we have seen a paradigm shift that makes the aforementioned market changes seem trivial by comparison.
That shift is Social Media.
Importantly, we suddenly have the luxury of a virtually unlimited source of motivated buyers from around the world. We need not motivate a small group of potential buyers, because we can accumulate motivated buyers in large quantities simply by casting a much larger net. They are out there waiting, eager to buy our products and services; we just need to find them.
Marketing in today’s Social Media world, is or should be a pull technique. If we simply learn to listen to our potential buyers – if we learn to give them what they want instead of what we want to sell them – motivating the buyer will no longer be necessary.
Social Media Has Changed Everything
Products and services change, economic environments improve or get worse, but it is a rare event indeed when everything changes at once.
Social Media is one of those events.
Social Media is neither a tool nor a vocation, as it is often mischaracterized. It is a complete paradigm shift — if ever that term was appropriate.
Old solutions have become obsolete. Old approaches have become irrelevant. Old methods — even those memorialized by the passage of time — have lost their effectiveness and efficiency.
Social Media requires a new mindset — new principles — new ways of doing things.
Most important among these changes is the fact that motivation of the buyer has become less of a nightmare and more of a blessing. It is no longer necessary to cajole and convince. It is only necessary to locate and inspire.
25 Secrets For Solving BIG Problems In Your Business
How To Solve Your BIG Problems
Some problems you face in business are small ones that can easily be solved. You’ve seen them before and you have ready-made solutions that require little or no thought.
For example, suppose you have a temporary cash flow problem. From past experience you realize that there are two obvious solutions:
- Sell more.
- Improve the way you handle receivables.
But suppose you encounter a large and unwieldy problem that you have never struggled with before.
Suppose none of the obvious solutions seem to fit?
What should you do? What’s the secret?
The simple answer — the secret to solving your BIG business problems — is simply this: Use your intellect.
When you are faced with a problem that’s too big to handle, you must marshal all your intellectual resources — the resources that got you this far already — and craft a new problem-solving regimen.
Sounds simple, right? Well it isn’t.
Using your intellect to solve problems does not mean just thinking about them. It’s an intellectual process. It’s using your mind creatively, to place you in an intellectual environment where the BIG problems can be solved.
Win Wenger, PhD, of the Renaissance Project, has developed an intellectual problem-solving process that I find useful. Here it is, with my embellishments.
(Note: Wenger’s comments are in bold below — my embellishments are in normal type.)
25 Secrets: Solving BIG Problems In Your Business
In order to solve BIG problems you must:
- Want to solve the problem. Sounds obvious? Well it isn’t. Before you tackle a major problem, you must first be sure that you really want to. Many entrepreneurs continue the fight for their business when the truth is: It’s no longer viable. Deep in their hearts they know, or suspect, but habit forces them forward. Sometimes it is better to admit that the business, or the market, or the product was a mistake — and start over. Thomas Edison failed over 900 times before he commercialized the light bulb. If you persevere, while at the same time adjusting your approach, you will succeed eventually.
- Have wide-ranging interests, and feed them. Many businesses fail in the long term due to a lack of innovation. To innovate in the 21st century you must have a wide-ranging intellect. Far too many entrepreneurs become so obsessed with their businesses that they ignore everything else. That is a serious mistake. Develop your mind in other ways: Art, music, history, literature and mathematics, to name a few, can be well-springs of creative energy and problem-solving power. Use them. And as you develop other interests, feed them by taking the time to involve yourself.
- Entertain ideas and inspirations from outside the box. I don’t mean merely thinking outside the box. I mean removing yourself from the box entirely. Leave your comfort zone. Get out into the real world, not your business niche. Listen to others less accomplished than yourself, it’s remarkable what you can learn. Inspiration, the fuel that will keep your enterprise going, often springs from the most unexpected of sources.
- Learn from any and every source. Wenger puts it this way: “Anyone can learn from someone wise….it takes someone pretty wise to be able to learn even from fools.“ Personally, my faith tells me that there are no coincidences. People from all walks of life and all levels of intellect, cross my path every day. And yes, some of them will turn out to be fools. But I believe that every single one of them is there for a reason. There is a quote from Corrie Ten Boom, the Christian Holocaust survivor who helped many Jews escape the Nazis during World War II, that makes this point well: “Every experience God gives us, every person he puts in our lives, is the perfect preparation for the future than only He can see.” Whether spiritual guidance or pure pragmatism is directing your problem-solving, be sure you pay attention and learn from any and every source.
- Keep coming back to the problem from different directions. Some entrepreneurs are myopic. Their nearsightedness causes them to look at their problems from one point-of-view. To be adroit at solving problems, you must view them diligently from every angle. Give it your best, then stop. Now approach the problem again from a completely different place and give it your best again. Keep this up until you arrive at the solution.
- Let go of it between times, and deal with other matters. Not taking a break from the problem-solving process can be debilitating. It can sound the death-knell for your business. Build some variety into your business life. And if you can’t find another business requirement to occupy yourself, heed Wenger’s advice:
- Tend the garden
- Wash the dishes
- Meditate
- Experience or ‘do’ in the arts
- Take inordinate pleasure in little things—sometimes that’s all you’ll have, sometimes those become big worthy things.
- Keep or build your stamina and follow-through. This is a tough one for many entrepreneurs. How many times have you heard yourself saying, “I know I should take better care of myself, but I don’t have the time?” Certainly it requires discipline to build up your stamina, but without doing so it is likely that you will be too tired to follow-through effectively. This is a crucial business requirement, not a luxury.
- Keep your health. Similar to number 7 above, this secret to solving BIG problems is difficult for many entrepreneurs. Difficult or not, it is also a crucial business requirement, not a luxury. Remember, that when you eventually solve the problem that is nagging you, you’re going to want a bit of celebration. And if health problems make that impossible, you have stolen one of the priceless benefits of being an entrepreneur. Stay well and prosper.
- “Keep your day job.” This secret can be twofold. If your business cannot support you financially, that is a much bigger problem than the current problem you are trying to solve. If you need to keep it, keep it. On the other hand, if your business can support you, never lose sight of the day job that got you there. Think of it as an intellectual fall-back position. If you know that there is another secure job waiting for you if the business fails, not only will that provide encouragement when things get tough, but it will make failure less likely. Problem-solving is always easier if you know it is not a matter of life or death.
- Keep your sense of humor. This is sage advice. It’s hard to lose your positive attitude if you belly-laugh once in a while. You can always find something to chuckle about, even when enduring BIG problems. Smile. Laugh. Share your sense of humor with someone else. You will feel better — and you will do better.
- Be fully creative, then fully critical, then fully creative. You can’t be both creative and critical at the same time. But they are both important. Give the full force of your intellect to both creativity and sensible criticism, but alternate them. You will find that you can do both with effectiveness and efficiency. Try it. You’ll find it works amazingly well.
- Raise and keep up your level of ongoing tinkering. Tinkering is a very useful intellectual exercise. It is restful by contrast to full-fledged intellectual activity. Tinker with your problem by tossing it mentally up in the air. It won’t seem as heavy. It might even float back to your mind resolved. Tinker with your ideas as well. Take them apart and put them back together again. See how they fit together. You’ll be surprised at the positive result.
- Be opportunistic. This is huge. Solutions can flit in and out of your mind like butterflies, hardly making a sound. Watch for them, listen for them, and grab them. Solutions are often targets of opportunity and need to be treated as unexpected gifts you need to take immediate advantage of. You don’t need a water-proof voice recorder for use in the shower, but you do need to develop the mental discipline necessary to be constantly vigilant.
- Fiddle in other creative activities, keeping those further resources of yours in the picture. Engaging in other creative activities, and bringing all of your other talents into the effort, can yield a very positive result. Steve Jobs once attended a calligraphy class at Reed College, and became very involved in the artistry of the various fonts. Later in his business career he fiddled with fonts quite often. The result was the innovative fonts used in the MAC computer. Now all computers utilize sans serif fonts and proportional spacing
- Work in creative bursts; don’t 9-to-5 it. This is an exceptional idea, that sadly, I have not been able to execute myself. I will do better. I will convince myself with this argument: If you are only 75% effective, let’s say, after working 9 to 5 without a break – but you are 95% effective after working 9 to 5 with three twenty minute breaks to stimulate creativity, you gain almost an hour more of effectiveness when you work in creative bursts than when you make yourself an indentured servant to your computer.
- Fly on inspiration as fast as possible before the pattern dissipates. Inspiration can be gossamer thin, like the wings of a butterfly. It comes rarely and disappears quickly. So when it does make an appearance, embrace it, and fly on it.
- Fly fast on inspiration as long as possible, then climb right back on and go up again. Despite the fact that inspiration is fleeting, it will return if you welcome it. When it does, take advantage of your luck. Climb aboard. And fly as long as possible. Never give up the reins unless you must. If you fall off, or if inspiration disappears, get up and get back on. Inspiration is far too precious to waste.
- Be willing to dog-plod some of the task, on some sort of scheduled regular basis of production, but do as much as possible inspired. We have all done our share of dog-plodding, regular or otherwise. And we will undoubtedly do more. But it is infinitely better, more palatable, if we are doing it inspired. If you are short on inspiration at the moment, at least turn on Pandora and listen to music while you work.
- Don’t wait for inspiration, find it. Waiting for inspiration is a fool’s errand. It’s like waiting for a winning lottery ticket: It’s theoretically possible, but highly unlikely. We were given our intellects for a reason beyond simple self-preservation. It seems unlikely that we were given intelligence just so that we could recognize an unresolvable problem to worry about. It seems more plausible that we were made sentient beings so that we would have a power within us to search out and capture inspiration. We should appeal to the “better angels of our nature,” as President Lincoln said it his First Inaugural Address in 1861. Whatever we call it: Inner Self, Karma or Divine Guidance from God — few would dispute the fact that in the small hours of the night, inspiration often comes. Stay alert and pay attention.
- Build high self-esteem. If we have little respect for ourselves, it is axiomatic that others will have little respect for us. We have all been endowed with intrinsic worth, so we should build upon it.
- Reinforce your confidence by being self-critical from time to time. Only a fool listens to his own judgement exclusively. We all make mistakes and fall short of our highest capabilities. There can be no shame in that. Being self-critical is not a short-coming, it is a basic human advantage.
- Search hard for everything that might be wrong with your idea-theory-discovery-invention, then: “Damn the torpedoes, full steam ahead!” If we don’t root around in the closets of our mind, seeking to find our own inadequacies, then someone less sympathetic surely will. It is infinitely better to find our own flaws and correct them than to wait for others to fill in our intellectual vacuum. We should be scrupulously honest with ourselves, find what’s wrong and fix it — and with this accomplished, start anew.
- Do your homework, keep on getting better informed in the context. There is no substitute for hard intellectual effort. Learn, learn, learn — and when you’re through, learn some more. We live in a business world, that to use Bill Gates’ words, changes at “the speed of thought.” We cannot solve today’s problems with yesterday’s solutions. Don’t waste your time trying. And remember that in the Internet Information Age, there is a solution out there somewhere, to even the most intractable problem.
- Pat yourself on the back on some of those many occasions when no one is going to do that for you. Just as surely as you must be your own worst critic, you should also be your own most ardent evangelist. The simple fact that you are reading this article, indicates that you care about what you are doing — and that by itself is a laudable trait. Congratulate yourself. Pat yourself on the back. Look back over your business and personal life and contemplate your past successes. Sadly, unless you are a philanthropist showering charitable causes with your largess, or you find yourself on the cover of Fortune Magazine, there will never be a line forming to praise you. Do something praiseworthy — and then praise yourself.
- Find others also doing something worthwhile and pat them on the back. A small but definite percentage will reciprocate. Our’s is a big world — and if you are alert you will find countless others searching for meaning by benefiting others. Like you, they deserve an occasional pat on the back. Reward good works with unselfish admiration and respect. Give to others and they will give to you.
Albert Einstein once famously remarked, “We can’t solve problems by using the same kind of thinking we used when we created them.” Since most of our BIG problems are self-created, we need to take Mr. Einstein’s advice and change our thinking.
Trajectory Now Available!
CLICK HERE FOR THE INTRODUCTION
What’s in it for you?
My 504-page Guide (8MB download) will teach you everything you need to know to build
an engaged Twitter following of 75,000 individuals — and more.
You will learn CEO-level strategy, management, execution, marketing and
sales – basically everything a professional Social Media strategist or entrepreneur needs to be successful.
Most importantly, you will get results.
Want a free preview? Download the first chapter.
The paperback version will be available on Amazon soon.
ABOUT THE BOOK
FOR WHOM IS THIS BOOK INTENDED
This book is intended for anyone who wants to know the secrets of Social Media success, particularly with Twitter — and anyone who wants to know how to achieve significant, sustainable and lasting results.
WHAT IS TRAJECTORY?
The term trajectory represents the powerful and predictable upward path of Social Media results — when strategy, execution and management are joined in the perfect combination – and at the perfect time.
| TABLE OF CONTENTS | PAGE |
| Copyright | ii |
| Dedication | iii |
| INTRODUCTION | iv |
| TABLE OF CONTENTS | xii |
| PART 1 – OVERVIEW | 33 |
| Chapter 1 – The Perfect Trajectory | 34 |
| From Propulsion to Profits | 35 |
| For Whom is “Trajectory” Intended? | 36 |
| Entrepreneurs: This Guide is for You | 37 |
| Social Media Strategists: This Guide is for You | 38 |
| CEOs: This Guide is for You | 39 |
| Why Should You Listen to Me? | 40 |
| Why Twitter? | 42 |
| The Real Question: How? Not Why? | 43 |
| The Results are Incredible | 44 |
| ROI and ROE | 46 |
| Real-World Success Stories | 47 |
| Virgin Airlines (317,281 Twitter Followers) | 47 |
| Paramount Pictures (189,317 Twitter Followers) | 47 |
| Volkswagen (64,206 Twitter Followers) | 48 |
| Twitter for Business is Simple – But It Isn’t Easy | 50 |
| Twitter Results | 51 |
| A Cautionary Note about Twitter Followers | 52 |
| What You Will Learn by Reading “Trajectory” | 53 |
| “Trajectory” is Not “Twitter for Dummies.” | 53 |
| The E13 Social Media Strategy | 54 |
| The Trajectory Formula | 54 |
| Demonstrable Value | 56 |
| The Eight Steps in the Trajectory Process | 58 |
| How Does the Trajectory Process Work? | 58 |
| The New Social Media Marketing Model | 60 |
| This is What Success Will Look Like | 62 |
| Chapter 2 – Working Together | 63 |
| Let’s Come Together | 65 |
| Who I Am Personally | 67 |
| Who I Am Professionally | 68 |
| Change is Never Easy | 69 |
| Social Media is a Mountaintop Experience | 69 |
| What’s Changed? | 71 |
| 1. Costs Have Come Down | 71 |
| 2. It’s a Much Bigger World | 71 |
| 3. We Can Cast a Larger Net | 72 |
| 4. Marketing Methods Have Radically Changed | 73 |
| 5. Demonstrated Value is Replacing Artificial Price | 75 |
| What is My Perspective? | 76 |
| Developing Perspective | 76 |
| Perspective Will Change | 77 |
| Where I Choose to Live | 78 |
| A Man’s Best Friend | 79 |
| A Need to Help Others | 80 |
| Pride in America | 81 |
| Gratitude to God | 81 |
| Chapter 3 – Twitter is Serious Business | 83 |
| The Evolution of Twitter | 83 |
| Get Beyond the Initial Discomfort | 84 |
| Twitter is for Grownups | 85 |
| My Advice for the Early Adopters | 87 |
| Chapter 4 – 31 Reasons for Choosing Twitter | 88 |
| Reasons for Choosing Twitter | 89 |
| Hidden Value | 90 |
| The Value of a Marketing Shangri-La | 90 |
| 1. You Can Share in the Mystique | 91 |
| 2. A Substantial Twitter Following is a Badge of Honor | 92 |
| 3. A Substantial Twitter Following Creates its Own Marketing Niche | 93 |
| 4. A Substantial Twitter Following is an Investor Magnet | 94 |
| 5. A Substantial Twitter Following is Extremely Profitable | 95 |
| 6. A Substantial Twitter Following Will Grow Exponentially | 96 |
| 7. A Substantial Twitter Following Will Increase Earnings | 97 |
| 8. A Substantial Twitter Following Will Increase Your Company’s Valuation | 98 |
| Kinetic Energy | 99 |
| 9. Twitter is Simple | 101 |
| 10. Twitter is Malleable When Change is Necessary | 103 |
| 11. Twitter has Longevity | 104 |
| 12. Twitter Encourages Creativity | 105 |
| 13. Twitter Allows for Large Homogeneous Groups | 105 |
| 14. Twitter is Sustainable | 106 |
| Remarkability | 107 |
| 15. Twitter Encourages Change | 108 |
| 16. Twitter Enables You to Find Your Own Category of Distinction | 109 |
| 17. To Be Successful at Twitter You Must Be Authentic | 109 |
| 18. Twitter Enables You to Become a Trend-Setter | 109 |
| 19. Twitter Allows You to Revive, Reinvent and Refresh Yourself. | 110 |
| Appurtenances | 111 |
| 20. Boundless Opportunities | 111 |
| 21. Cost Efficiency | 112 |
| 22. Self-Perpetuation | 112 |
| 23. Multipurpose | 113 |
| 24. Multitasking | 113 |
| 25. Creative Innovation | 114 |
| 26. Effectiveness | 114 |
| 27. Efficiency | 114 |
| 28. Knowledge Growth | 115 |
| 29. Engagement Opportunities | 115 |
| 30. Profitability | 115 |
| 31. Preparation for the Future | 116 |
| Chapter 5 – Starkwell School of Marketing | 117 |
| The Three Marketing Fundamentals | 118 |
| Who is Virgil Starkwell? | 118 |
| Motivating Buyers | 120 |
| The History of Traditional Motivation | 121 |
| Adapt or Die | 122 |
| Social Media Has Changed Everything | 125 |
| Chapter 6 – Two Keys to Unlocking Success | 127 |
| Helping Others | 128 |
| Collaboration | 130 |
| 1. Unwillingness to Partner | 130 |
| 2. Unfamiliarity with Joint Ventures | 132 |
| Chapter 7 – All Hat and No Cattle | 134 |
| A Little Research | 135 |
| How Did Their Clients Do? | 137 |
| True Experts (as of April 23, 2012) | 139 |
| Not Sour Grapes, Just Confusion | 139 |
| My Justification | 140 |
| Final Thoughts | 141 |
| Quantity vs. Quality | 141 |
| One Last Thought | 142 |
| PART 2 – STRATEGY | 143 |
| Chapter 8 – Building a Sizable Following | 144 |
| Starting from Zero | 144 |
| Creativity is Crucial | 146 |
| Steps to Build a Twitter Strategy | 147 |
| Look at the Competition with Fresh Eyes | 147 |
| Recognize that the World is Changing | 149 |
| Understand that a New Approach is Necessary | 149 |
| Stop Listening to the Naysayers | 150 |
| Be a Leader not a Follower | 151 |
| Never Give Up | 151 |
| Demand Results | 152 |
| Proving Credibility | 152 |
| The Single Entrepreneur | 153 |
| What Was Accomplished | 154 |
| Chapter 9 – The Trajectory Formula | 156 |
| Trajectory | 157 |
| Critical Mass | 159 |
| What is Critical Mass? | 160 |
| Amorphous Marketing | 161 |
| Escape Velocity | 163 |
| Trajectory Selling | 164 |
| Escape Velocity for Your Business | 165 |
| Not Your Father’s Bottle-Rocket | 166 |
| Online Requirements | 167 |
| Web Presence | 168 |
| Twitter Page | 168 |
| Outposts | 168 |
| Influence Centers | 169 |
| World-Class Multitasking | 169 |
| The Six Ignition Keys | 170 |
| Theory vs. Experience | 172 |
| Chapter 10 – The E13 Social Media Strategy | 175 |
| Change is Good | 175 |
| Digital Nervous System | 176 |
| The 13 Core Concepts | 177 |
| 1. Economics | 177 |
| 2. Exponentiation | 178 |
| 3. Empathy | 178 |
| 4. Expertise | 179 |
| 5. Exclusivity | 179 |
| 6. Empowerment | 180 |
| 7. Evaluation | 180 |
| 8. Execution | 181 |
| 9. Engagement | 181 |
| 10. Effectiveness | 182 |
| 11. Efficiency | 182 |
| 12. Emotion | 183 |
| 13. Enthusiasm | 184 |
| As a Narrative | 184 |
| Chapter 11 – Critical Mass: The Secret Sauce | 186 |
| Strategic Problems Solved | 188 |
| Seven Essential Ingredients in Critical Mass | 189 |
| 10,000 Followers | 190 |
| Sustainable Growth | 190 |
| Highly Targeted Followers | 191 |
| High Follower Activity | 191 |
| High Follow Ratio | 192 |
| Precise List Targeting | 193 |
| High Active User Count | 194 |
| Hypothetical Income Example | 195 |
| Chapter 12 – Escape Velocity | 197 |
| The Five Stages of Escape Velocity | 198 |
| Stage One – Zero Followers | 198 |
| Stage Two – 1 to 2,000 Followers | 200 |
| Stage Three – 2001 to 10,000 Followers | 202 |
| Stage Four – 10,001 – 50,000 | 203 |
| Stage Five – 50,001 to 70,000+ | 203 |
| Chapter 13 – Amorphous Marketing | 205 |
| Time to Learn the Simple Lessons | 205 |
| Person-to-Person Interaction | 208 |
| Blog Content is also a Product | 209 |
| Your Customers Are the Story | 210 |
| Empathize, Empathize, Empathize | 210 |
| Marketing Begins With Listening | 211 |
| One Approach is Never Enough | 212 |
| PART 3 – EXECUTION | 213 |
| Chapter 14 – How to Be Successful in 33 Steps | 214 |
| General Recommendations | 214 |
| 33 Required Steps | 215 |
| 1. Social Media-Enabled Website/Blog | 215 |
| 2. Don’t Advertise | 216 |
| 3. Use WordPress for Your Website | 216 |
| 4. Compelling Web Presences | 216 |
| 5. Alltop.com | 217 |
| 6. Tweepi.com | 217 |
| 7. BufferApp.com | 217 |
| 8. Hootsuite.com | 217 |
| 9. StumbleUpon.com | 218 |
| 10. Evernote.com | 218 |
| 11. Tumblr | 218 |
| 12. Google Plus | 219 |
| 13. Crowdbooster | 219 |
| 14. Credibility | 219 |
| 15. Twitter Page | 220 |
| 16. Never Buy Followers | 220 |
| 17. Strategy | 221 |
| 18. Klout | 221 |
| 19. PeerIndex | 221 |
| 20. ReTweetRank | 221 |
| 21. Twitter Grader | 222 |
| 22. Target Market | 222 |
| 23. Don’t Sell | 223 |
| 24. Early Links | 223 |
| 25. Daily Activity | 224 |
| 26. Retweets | 224 |
| 27. Chrome Add-ons and Extensions | 224 |
| 28. Retweets, @mentions and DMs | 225 |
| 29. Follow Back | 225 |
| 30. Twitter Rules | 225 |
| 31. Daily Execution Cycle | 226 |
| 32. Be Respectful | 226 |
| 33. Expand Your Knowledge | 226 |
| Chapter 15 – The 7 Links to Twitter Success | 227 |
| 1. Tweet Substance, Not Sales | 228 |
| 2. Tweet on Target | 228 |
| 3. Tweet Copiously | 229 |
| 4. Tweet Deferentially | 229 |
| 5. Tweet Consistently | 230 |
| 6. Tweet Systematically | 230 |
| 7. Tweet Tirelessly | 231 |
| Chapter 16 – Consistency | 232 |
| Stay in the Game | 233 |
| Stay on Target | 235 |
| Chapter 17 – 14 Vital Websites & Software | 236 |
| Horsepower | 236 |
| Websites and Software | 237 |
| 1. Company Website | 237 |
| 2. Company Twitter Page | 237 |
| 3. Tweepi.com | 238 |
| 4. BufferApp.com | 238 |
| 5. Alltop.com | 239 |
| 6. Evernote | 239 |
| 7. Windows 7 | 239 |
| 8. Google Reader | 240 |
| 9. Google Analytics | 240 |
| 10. Visual Thesaurus | 240 |
| 11 Chrome Browser | 241 |
| 12. Crowdbooster | 241 |
| 13. Tweriod | 241 |
| 14. SocialBro | 241 |
| Chapter 18 – Anatomy of a Twitter Account | 243 |
| Chapter 19 – Four Ways to Engage Followers | 245 |
| 1. Learn to Work the Room | 245 |
| 2. Use Your Advantages | 246 |
| 3. Be Engaging | 248 |
| 4. Express Yourself and Take Command | 248 |
| Chapter 20 – Finding Motivated Followers | 250 |
| Motivated Twitter Followers | 251 |
| From Humble Beginnings | 252 |
| What Is A Motivated Follower? | 254 |
| The Winnowing Process | 255 |
| What Is Your Target Market? | 256 |
| How to Accumulate Motivated Followers | 257 |
| What You Will Need | 257 |
| What You Must Do | 259 |
| Chapter 21 – The Daily Execution Cycle | 264 |
| 1. Plan | 265 |
| 2. Purge | 266 |
| 3. Pursue | 267 |
| 4. Provide | 269 |
| 5. Please | 270 |
| 6. Position | 270 |
| 7. Promote | 271 |
| PART 4 – MANAGEMENT | 272 |
| Chapter 22 – Brain Mapping | 273 |
| The Brain Map | 274 |
| Who is Right? | 275 |
| Left-Brainers and Right-Brainers | 276 |
| Left-Brainers Defined | 276 |
| Right-Brainers Defined | 277 |
| What’s the Real Solution? | 278 |
| In Social Media, Women May Have the Advantage. | 281 |
| The Six Advantages | 282 |
| 1. Emotional Connection | 282 |
| 2. Creative Problem-Solving Through Emotional Communication | 283 |
| 3. Quantitative Skills vs. Conceptual Skills | 283 |
| 4. Hormonal Differences and Stress Reactions | 284 |
| 5. Language Skills | 284 |
| 6. Emotions | 285 |
| Women and Soft Power | 286 |
| What is Soft Power? | 287 |
| The Glass Ceiling | 288 |
| What Are the Implications for Social Media | 290 |
| Historical Barriers to Women in Business | 290 |
| Nine Important Conclusions | 291 |
| 1. Women Have the Requisite Skills. | 291 |
| 2. Women Do Not Belong in Support Roles Exclusively. | 291 |
| 3. Lack of Mentoring is No Longer a Problem. | 292 |
| 4. Lack of Opportunities is No Longer an Issue. | 292 |
| 5. High Visibility Positions are Available. | 293 |
| 6. Women’s Performance is Improved by Diversity. | 293 |
| 7. Women are Now Graded by the Same Criteria as Men. | 294 |
| 8. Women Have Access to Informal Networks of Communication. | 294 |
| 9. Harassment by Colleagues is Now Practically Non-Existent. | 295 |
| Chapter 23 – The Third Billion | 296 |
| More Good News | 298 |
| Women as Entrepreneurs | 299 |
| “If it fits, it ships.” | 300 |
| Prime Movers and Risk Takers | 300 |
| 2012 Will Be the Year of the Woman | 301 |
| Chapter 24 – Demonstrable Value | 302 |
| What is Demonstrable Value? | 303 |
| Why is Traditional ROI so Elusive? | 304 |
| Who is right? | 305 |
| Context is Crucial | 305 |
| What Entrepreneurs Expect | 306 |
| During the Stages of Escape Velocity | 306 |
| Twitter Followers Have Demonstrable Value | 307 |
| The Importance of Strategy to ROI | 308 |
| Chapter 25 – Aggregate Positive Exposure | 310 |
| Return on Involvement | 310 |
| Understanding APEX | 311 |
| Two Cautionary Notes | 313 |
| The Crucial Difference — APEX by the Numbers | 314 |
| Social Media is Transformative | 316 |
| Chapter 26 – Get It Right and Never Give Up | 318 |
| One Last Time: It’s Simple but It Isn’t Easy | 318 |
| 1. Get It Right 51 percent of the Time | 319 |
| 2. Get It Right Once | 321 |
| 3. Above All, Never Give Up | 322 |
| Let’s March Forward Together | 324 |
| PART 5 – SALES | 325 |
| Chapter 27 – Trajectory Selling | 326 |
| Chapter 28 – The Three Whats | 329 |
| What? | 330 |
| So What? | 330 |
| Now What? | 331 |
| Chapter 29 – Outrunning the Competition | 332 |
| My First Failure | 332 |
| Crossing the Finish Line | 333 |
| Running Smart | 334 |
| 1. Sometimes Careful is Better than Fast | 334 |
| 2. Don’t Beat Everybody, Just Your Competition | 335 |
| No One Ascends Alone | 336 |
| Just Think About the Customer | 337 |
| Zero Moment of Truth | 338 |
| Chapter 30 – The New Social Media Consumer | 341 |
| Fundamentally Changed or Finally Unleashed | 341 |
| What’s Changed? | 342 |
| Packaging & Positioning | 343 |
| What Do Consumers Want to Know? | 345 |
| Keep Your Head Out of the Sand | 347 |
| The Online Product Review Process | 349 |
| Three Vital Truths | 349 |
| Most Reviews Are Good | 350 |
| Bad Reviews Aren’t All Bad | 351 |
| The Conversation is Already Going On | 351 |
| Chapter 31 – How to Compete | 353 |
| How to Compete in Seven Words | 354 |
| 1. Compelling | 354 |
| 2. Organized | 354 |
| 3. Market | 355 |
| 4. Professional | 355 |
| 5. Engaging | 356 |
| 6. Transformational | 357 |
| 7. Exclusivity | 358 |
| Chapter 32 – How to Devour the Competition | 359 |
| A Benevolent Great White Shark | 359 |
| Background | 361 |
| The One Big Idea | 362 |
| Make the Competition Disappear | 363 |
| Just One Example | 364 |
| How You Can Use the Same Big Idea | 366 |
| What Should You Do? | 367 |
| Chapter 33 – Value vs. Price | 368 |
| Success Means Being an “A” Player | 369 |
| Demonstrated Value | 370 |
| Artificial Price | 371 |
| Chapter 34 – 12 Steps for Creating Customers | 372 |
| 12 Steps for Creating Customers | 373 |
| 1. The Golden Rule of Online Business | 374 |
| 2. Involvement | 374 |
| 3. Listening | 375 |
| 4. Authenticity | 375 |
| 5. Generosity | 376 |
| 6. Backbone | 377 |
| 7. Aggregate Positive Exposure | 378 |
| 8. Minimum Targeted Tweet Production | 378 |
| 9. Critical Mass Maximization | 379 |
| 10. Global Stats | 379 |
| 11. Seven Elements of Critical Mass | 379 |
| 12. Second-by-Second Activity | 380 |
| Use All of What You’ve Learned | 380 |
| Chapter 35 –Your Following is Valuable | 381 |
| Frequency | 382 |
| Early Lifecycle | 383 |
| Selective and Loyal | 384 |
| Increasing in Value | 385 |
| Youthful Market | 386 |
| Reliable | 387 |
| Predictable | 389 |
| Attentive | 390 |
| Referrals | 391 |
| Buyer Affinity | 392 |
| Chapter 36 – The 14 Secrets of Selling | 394 |
| The Science of Selling with Twitter | 394 |
| The 14 Secrets of Twitter Selling | 395 |
| 1. Size Matters | 395 |
| 2. The Axioms of Marketing – Sales Penetration | 396 |
| 3. 10,000 Followers | 396 |
| 4. Intelligence Gathering: Real-time Analytics & Best Time to Tweet | 397 |
| 5. Insights | 397 |
| 6. Lists | 400 |
| 7. Hashtag, Biography & Location Monitoring | 400 |
| 8. Competitors | 400 |
| 9. Content, Content, Content | 401 |
| 10. Improved Technology, Software and Websites | 402 |
| 11. Monitor Channels for Effectiveness | 402 |
| 12. Fish Where the Fish Swim | 403 |
| 13. Don’t Make Me Think | 403 |
| 14. Audience Churn & Other Crucial Considerations | 404 |
| Sales from New Customers | 404 |
| Evangelists | 404 |
| All-Important Audience Churn | 405 |
| The Exciting Mathematics of Audience Churn | 406 |
| Chapter 37 – How to Make Sales Happen | 408 |
| Astonishingly Simple | 410 |
| Don’t Try to Sell Too Soon | 410 |
| Make it a Party, Not a Trip to the Dentist | 411 |
| It’s Much Better to Be the Host than a Guest | 412 |
| Don’t Make Your Guest Think Too Hard | 412 |
| Work the Room | 413 |
| Follow the Rule of Seven | 414 |
| Understand What Motivates Your Followers | 415 |
| Follower Behavior and Preferences | 416 |
| Ad Age Study – March, 2012 | 417 |
| Entrepreneurial Tools and Techniques | 418 |
| Best Time to Tweet – SocialBro | 418 |
| SocialBro | 419 |
| Types of Trajectory Selling | 421 |
| 1. Passive | 422 |
| 2. Active | 423 |
| Targets of Opportunity | 424 |
| Instant Discount | 425 |
| PhraseExpress | 425 |
| Deep Market Segmentation | 426 |
| Your Followers & Potential Customers | 427 |
| What Are They Like? | 427 |
| Customers are Connected | 428 |
| Customers Expect and Appreciate the Opinions of Others | 428 |
| Customers Do Their Research Online | 429 |
| Customers Are Not Shy | 429 |
| Customers Expect You to Engage with Them | 429 |
| Customers Now Control the Sales Process | 429 |
| How Can We Best Sell to Them | 430 |
| Offer Discounts | 430 |
| Offer Exclusivity | 430 |
| Offer Referral Programs | 431 |
| How Should We Treat Them | 431 |
| Amazing Customer Support | 431 |
| We Should Be Grateful | 431 |
| We Should Ask for Comments | 432 |
| We Should Engage with Them | 432 |
| We Should Encourage Evangelism | 432 |
| We Should Be Personal, Professional and Proud | 432 |
| The Final Stage is Set | 433 |
| Chapter 38 – The Quiet of Space | 434 |
| A Discovery for All of Us | 436 |
| Conclusion | 438 |
| EPILOG | 440 |
| World and National Politics | 441 |
| Disaster Relief and Emergencies | 443 |
| 26 Charities and Non-Profits that are Winning on Twitter | 445 |
| About the Author | 455 |
| Social Media Glossary | 457 |
| Index | 487 |
| Endnotes | 504 |
Economic Storm Clouds Ahead – Finding Opportunity
Ad Utrumque Paratus
As we struggle through these incredibly turbulent economic times, only two outcomes are possible:
- Either things will get better
- Or they will get worse.
In either case, as entrepreneurs there is one cardinal rule: We must face the future ad utrumque paratus. (Latin: “ready for either alternative”).
Despite the fact that there are obvious storm clouds ahead, an entrepreneur’s road is a very long one — and we must adopt the long view.
With the right attitude and a period of sustained effort, we can transform even the most menacing clouds into clouds of opportunity.
Listen to the Right Experts
We can listen interminably to the profits of doom, or we can take the advice of web savvy experts who are champions of doing the difficult.
In her enlightening book, True Happiness, Pema Chodron has this to say:
“One day of anything might not seem like a big deal, but it all adds up. One day of worry often turns into 365 days of worry and a stronger habit of worry. One day of focusing your attention on the steps you need to take to build the business and life you really want for yourself can turn into 365 days of consistent steps taken.”
Carla Fried of CBS MoneyWatch.com wrote recently: “Warren Buffett’s annual letter to Berkshire Hathaway shareholders is the year’s most anticipated financial update. It’s certainly the only such document that could be considered required reading. This year’s letter, which Buffett released on Saturday, puts the Oracle in the role of cheerleader-in-chief for America, positing that our history provides ample reason to believe our best days lie ahead. It’s worth reading for its anti-depressant value alone.”
Warren Buffett, a lifelong proponent of taking the long view, told his shareholders:
“Throughout my lifetime, politicians and pundits have constantly moaned about terrifying problems facing America. Yet our citizens now live an astonishing six times better than when I was born. The prophets of doom have overlooked the all-important factor that is certain: Human potential is far from exhausted, and the American system for unleashing that potential – a system that has worked wonders for over two centuries despite frequent interruptions for recessions and even a Civil War – remains alive and effective.”
Finding Opportunity – Street Signs Along The Way
The road to opportunity, even in perilous times, is clearly marked. As an entrepreneur there are several street signs along the way to guide you;
- Know Where You’re Starting From. A careful analysis of your current situation is crucial to making informed decisions. As an entrepreneur you must ask yourself tough questions: Where am I? Where am I going? How do I plan to get there? What are the impediments to progress? And, most importantly, do I really believe in my business? If you answer all of these questions with certainty, particularly the last one, you are on the right track.
- I Believe in My Business, What then? If you believe in your business, invest in it. It’s really that simple. Remember, as an online entrepreneur you have distinct advantages. You probably have little invested in brick-and-mortar. That makes you agile. It allows you to take immediate action, inexpensively.
- Seek Guidance. If you’re not sure how to execute your ideas, seek advice. Since you are positioned to make mid-course corrections if need be, don’t cling to implementation methods that aren’t working. Try something new.
- Take As Many Short-Cuts As Possible. You can work hard, or you can work smart. If you are spending too much on traditional advertising, with little positive impact, you should invest your time and resources in Social Media. Properly managed and executed, Social Media can be a very powerful tool. Use it.
- Take Advantage of the Economic Slowdown. While your traditional competitors are hoarding cash and remaining stagnant, trust in the power of Social Media to get you through. You can out-maneuver your competition, inexpensively and under-the-radar. Build a substantial and engaged Twitter following, for example. It’s better to have it and not need it — than to need it and not have it.
Conclusion
Stop worrying about the economic ups-and-downs. See past them by adopting a longer view.
Prepare yourself for whatever happens, keep the right attitude and commit to a period of sustained effort.
Focus your attention on the steps you need to take to build the business and life you really want for yourself.
Trust in America — and Americans.
Invest in your business, not the stock market. Remember that all outside investment opportunities are controlled by others. Only you have control of your business.
As an entrepreneur, your road is a long one. But opportunities can be found all along the way, if you just look for them.
Searching For Opportunity
If you are an entrepreneur searching for opportunity, or you know someone who is, I am very easy to get in touch with and I am eager to help. Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line. Otherwise, just leave a message. If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
Jericho’s Actual Twitter Results – Recession Pricing
Attention: New Recession Pricing, at 70% off our normal rate, goes into effect Monday, August 8, 2011. Click here to learn more,
The Results Speak For Themselves
The above graph represents the actual results for the Jericho Technology Twitter account during the last 12 months.
The Twitter campaign actually began on April,16, 2010, (before this graphing was begun), with zero followers.
The net result was that in less than 15 months, working alone on this project, I was able to build a highly targeted Twitter following from zero to nearly 50,000 followers.
By this time next year, the follower count will break 100,000.
Why is this significant? Simply because it illustrates what is possible if you honor me by allowing me to join forces with you to accomplish the same results for your company.
This is not theory, or wishful thinking, it is empirical evidence that I am qualified to do the same for you.
In support of the Jericho Twitter account, the following are the tasks that I completed during the last 15 months:
- Zero to 48,394 highly engaged Twitter Followers
- Listed on 1,593 Twitter Lists
- 13,364 Tweets
- 148 published articles on the Jericho Technology Website, and Tweeted to all followers.
What Do The Experts Say
Klout has this to say about my Twitter following:
- You generate actions and discussions with nearly every message.
- You generate a high level of engagement from other influencers.
- You have a high percentage of content amplified.
- You have a huge network that is very highly engaged.
TwitterGrader lists my Twitter Influence Percentage at 100%, and in my home market of Scottsdale, Arizona I am listed in first place out of the top 50 Twitter Elite.
Finally, the last graph illustrates Jericho’s relative Twitter following against the Top Two Social Media Marketing Companies as ranked by TopSEOs.com.
What’s Required to Make This Work For You
- A comprehensive strategy must be designed to maximize Twitter for your business.
- A minimum of 3 hours per day to perform the following tasks:
- Design or redesign your website to make it Social Media enabled and compelling.
- Design or redesign your Twitter page for maximum affect.
- Development of a target market of potential followers that are receptive to your product or service.
- Daily acquisition of those followers.
- Daily Tweeting of relevant articles, written by experts in your specific market niche, to be read by your followers.
- Weekly writing of original articles, to be placed on your website and Tweeted to your followers.
- Daily interaction and engagement of your growing Twitter following.
- In short, Social Media Strategy, Management and Execution — including everything that is necessary to develop a powerful Twitter following that will materially grow your business. This is what I do for a living, exclusively. Let me do it for you.
An Important Word About The Recession
In my 20 years of successful online experience, I have never witnessed a period of sustained uncertainty in the business world equal to what we are seeing and hearing about everyday.
At a time when online businessmen and women — especially entrepreneurs — should be marshaling Social Media as the panacea to potential customer acquisition at minimum cost, many of you remain cautious.
In the halcyon days of the Internet, the services listed above would represent thousands of dollars per month, but when it comes down to firing an employee, or buying needed inventory to spur sales, hiring an outside agency to perform these tasks can be very uncomfortable. I recognize this reality and I sincerely want to help.
Hundreds of you are reading this article, but like me you are justifiably concerned about the immediate and even the long-range future.
None of us know with certainty what our taxes, costs of dealing with employee health benefits and regulation are going to be as this unpleasant situation evolves.
Many businesses are struggling, laying employees off and hoarding cash.
And some of you are deeply involved in start-up companies, agonizing over prospect acquisition and sales.
For all of these reasons, and also because I would like to “give back” for the many years of prosperity I have enjoyed during my career, I am giving very careful attention to your needs as well as my own.
That has always been the province of small business in this country, and thank goodness it will remain so.
In the days and weeks ahead, as Congress and the President clarify the tax and regulatory climate we must all share, watch this page for an announcement of Jericho’s New and Innovative Recession Pricing. While the details are still being worked out, I can promise you that it will be affordable, valuable and guaranteed to build your business. We will all emerge from this very difficult time, stronger, leaner and more efficient.
In the meantime, I am very interested in your thoughts and opinions. The two polls below will help us make these very important decisions.
Instead of arbitrarily setting an hourly rate for our recession pricing, we are reaching out to you for your opinions.
Please Help Us Determine Our Recession Rates
What Hourly Rate Would You Choose?
Our normal rate by the hour has always been $165, but we need to adjust that rate downward to accommodate the dismal and unpredictable economic conditions we are all experiencing.
Please indicate the hourly rate that would best allow you to have a robust Twitter campaign.
This survey is purely for the purpose of getting your input. You are not making any kind of commitment and you will not be contacted. No personal information is collected. The results of the voting are aggregated and will not be published in any fashion. This is a completely confidential survey.
[polldaddy poll=5326561]
How Many Hours Per Week Would You Choose?
[polldaddy poll=5326763]
Getting in touch with me is very easy
I am very easy to get in touch with and I am eager to help. Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line. Otherwise, just leave a message. If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
Powerful Women Entrepreneurs – Lisa Bruckner
A Powerful Army of Women
There is a veritable army of powerful women, who have chosen entrepreneurship and Social Media to further their ambitions and their reach.
They come from all walks of life, all professions and diverse backgrounds. And the qualities they have in common make them perfectly suited for Social Media success — even in an unpredictable economy. 
They are the leaders, explorers and prime-movers in a shock-wave that will alter the course of American business. Never before have businesswomen marshaled such incredible force and kinetic energy, and Social Media is the platform from which their stories can best be told.
Their power is soft, but durable. Their dogged determination assures their success and their choice of Social Media makes their businesses sustainable.
And beneath each of their images is a compelling story. A story worth telling. Over the next few months, I will highlight their individual stories, monitor their progress and advance their message.
New and Valuable Skill Sets
For over twenty years I have been advising entrepreneurs on every aspect of their online businesses — strategy, tactics, marketing, execution and management — but mostly men I am somewhat embarrassed to admit.
For some time now I have been, in my very small way, attempting to correct that mistake by recognizing women who have proven to be innovative, industrious, and courageous in ways that are hugely valuable to our economy and to business in general.
And ironically, in this particular case I am proud to introduce my friends and followers to a woman entrepreneur who is especially adroit in new and valuable skill sets that mostly benefit her male counterparts.
Such is the fascinating story of Lisa Bruckner, co-founder of Hendricks Park.
So Who Is Lisa Bruckner?
Traveling often gave Lisa a greater perspective on society, culture and service standards — invaluable skills in today’s global marketplace.
An independent child, since the age of ten she has been honing her entrepreneurial skills — often without realizing it. At 5’10” in 8th grade, she was recruited for modeling and while she didn’t particularly enjoy the profession, she did enjoy the fabulous world of fashion. This led to a lifelong obsession with style, shopping, and shoes.
She graduated with an honors degree in Psychology and pursued a career in research, (the antithesis of style, she admits). She remained restless, however, and felt a calling to do something completely different.
Right before the birth of her third child, she left her career in research to be a stay at home mom. After a year, she realized this wasn’t the best career choice for her.
After all, her own mother was one of the first female electrical engineers in the 70’s and was fiercely career minded. Lisa’s parenting role model was a career-mom and she recognized she should embrace it rather than run from it.
She agonized over what she wanted to do. How could she start a new career in her mid-thirties with three young children? Being an entrepreneur never entered her mind.
Then came the epiphany: Her husband, a Tech Executive, left the house wearing a pink Everybody Poops T-shirt. She cringed and nagged him to change. Jokingly, he told her to be a men’s style expert, and the entrepreneurial vision took hold. In a moment of clarity, genius and courage she decided it was time to start her own business — Hendricks Park — naming the business after the historical park next to her home.
The rest is sartorial history in the making. Or as her website proclaims, “Dressing Well Made Easy.”
A Word About Her Market
As a starting place, let me explain this remarkable company and its founder by personalizing the experience as a potential client.
Throughout my online business career, and before that my years as a Senior Officer of a worldwide company, I have spent 18 hours per day consumed with generating profitable sales, negotiating contracts, and managing personnel — often dismissing a hugely important aspect of every man’s career — image.
Rushing through airports, attending countless meetings and speaking engagements, and striving endlessly toward success in my field — the way I looked while on the journey always seemed secondary. As an executive on-the-rise, my appearance was crucial to my career and lifestyle but the time and effort to coordinate it all was elusive.
Twice per year I would dart into Brooks Brothers near my downtown New York office, or into a local mall near my home, and purchase a new suit — always black or gray — and if I was lucky the shopkeeper would suggest several new ties and shirts.
In short, I always looked like the business drones in the crowds on the subways and walkways of the financial capital of the world. I could certainly have afforded to do better, but there was simply not enough time.
Had Hendricks Park existed at the time I would have been a frequent, delighted and grateful client.
Mashable and Microsoft Took Notice
In June of this year, Mashable highlighted Hendricks Park as part of Microsoft’s The Spark of Genius Series. In the article, entitled Men Can Skip the Mall With Skype-Based Concierge Clothing Service, they announced what they called a “Genius Idea.”
Mashable went on to explain: “Hendricks Park is a concierge clothing service for men with neither the time nor inclination to shop. The one-year-old startup, founded by CEO Lisa Bruckner, a former model, offers style consultations and shopping services primarily over Skype.
After filling out an application online, a client meets his free personal Style Expert for a brief Discovery session on video chat to enable the stylist to see and understand his individual style and clothing needs.
After he receives his first box, the client will review all of his options with his Style Expert over Skype, get recommendations for styling and tailoring, and return whatever he doesn’t like using a pre-paid shipping label.
Every time a client is looking for new clothes — or perhaps needs advice about what to wear for an event, or what kind of razor to buy — he is invited to get in touch with his Style Expert, free of charge.”
What A Remarkable Idea
Every modern entrepreneur realizes that to be successful he or she must have a remarkable idea.
It need not be a world-changing technology, requiring millions of dollars of Research and Development, but it simply must cause the new customer to say “Wow, this is terrific!”
Even a cursory review of the Hendricks Park testimonials reveal a company that has captured that elusive quality.
With that as a starting place, the next pivotal step is to understand your market. Lisa Bruckner has targeted her market niche with laser-like precision, even though her market is still developing.
The Mashable article continues, “Bruckner is the first to admit the service isn’t for everyone — Hendricks Park doesn’t offer discount pricing or products, for one thing. ‘We focus more on quality, and unique brands and products, particularly those with an environmentally responsible edge,’ she says.”
Style and environmental responsibility. Wow! Sign me up!
She also readily admits that the service might be ahead of its time. “People aren’t necessarily comfortable buying clothes over Skype [yet],” she says, but she believes “the increasing prevalence of webcams and applications such as Skype will make Hendricks Park viable to the mainstream.”
The Reluctant Male Shopper
It is axiomatic in retail marketing that we male buyers are very specific, and idiosyncratic potential customers.
We shop only under compulsion, enter the store furtively and usually grab the first item the store presents to us.
In the retailers lexicon we are called, deservedly and euphemistically, “reluctant male shoppers.”
If we are lucky and persuasive, we wait outside the store — on one of those benches we men somehow know intuitively were placed there just for our benefit — while our wives or girlfriends do the shopping.
Personally, I hate those benches. Because every woman who saunters by knows that I don’t have the courage or skill to do the shopping myself.
Imagine successful executives, who battle the business world like Titans of Industry every day, afraid that some store clerk will ask them about their style preferences. “I like black or gray,” was my common and humiliating thought, which I always kept to myself. Instead I would say. “What do you think?”
Therein lies the fatal flaw in men’s shopping ability. If the shopkeeper looks like your father on a bad day, you are in very big trouble. Even worse, if she looks like your aging grandmother, an imminent and expensive crisis is in store.
So What’s The Solution
I suppose there are two:
- Become so wealthy and powerful that you can afford a full-time personal assistant to shop for you — a demeaning task that is rightly criticized and financially wasteful.
- Join Hendricks Park’s loyal and passionately devoted clients, an alternative I strongly recommend.
Sartorial Splendor
According to Lisa Bruckner, the ingredients for her success have been plain old hard work, perseverance, luck, a great team and not knowing ahead of time something couldn’t be done.
“Simply do the best with what you have,” she says determinedly, “and create a picture in your mind of what you want.”
Sage advice.
“Stick with it”, Lisa continues, “believe in it, and don’t give up. I truly believe the best rewards are saved for those who can endure the tests of hardship to show they are worthy of earning the big prize: Happiness and success.”
Well, I certainly wish Lisa Bruckner and her team the happiness and success they so richly deserve.
They will greatly assist hapless executives who yearn for, but seldom achieve, sartorial splendor. It’s about time.
Social Media Has Become A Force Of Nature
A Force of Nature
The electrifying growth of Social Media continues to amaze, as it impacts every area of our lives.
Once thought to be a mere technological advance, it now is a powerful cultural phenomenon unequaled in our history.
Social Media has become a force of nature.
What Does This Mean, Exactly?
Relationships have become paramount. Social Media is not about technology, it is about relationships — finding them, nurturing them, expanding them and benefiting from them. When people worldwide unite, the kinetic energy created is immense and unstoppable.
Traditional business has been struck by lightning. Social Media is not about promotion — it is about people. Consumers are finding their own products, dictating marketing methods and allowing small entrepreneurs to compete effectively with the former giants of industry.
During most of my business career, the zenith of advertising in both cost and results, was a Super Bowl commercial. Impact was assured if you had millions of dollars to spend and skill took a back seat to cash. Today, the brilliance of Scott Monty and the Ford Explorer launch on Facebook generated more traffic than a Super Bowl Ad.
Companies whose size and profits once made them immune to competition, must now strive toward innovation instead of monopoly. Those that do not, risk extinction. In 10 years, 40% of the Fortune 500 will no longer exist. The traditional world of business has been struck by lightning and is changing forever.
Our entire world is being transformed.We all live in this changing world, where 50% of the population is now under age thirty. These vibrant young people were born into a world where email had replaced postal mail, the web was replacing libraries, and even kindergartens began learning from iPads instead of blackboards.
Our parents regaled us with tales of walking to school through snowdrifts, but today many students are studying online — and they are outperforming students who attend classes.
We grew up in a world that was split by the cold war, and the largest countries had massive armies and nuclear weapons. Today, Facebook has a larger population than all but two nations, and with the new weapons of conversation and interaction has the power to topple governments.
China — where Twitter, Facebook, YouTube and Google are unwelcome — may someday face an online adversary more formidable than any nuclear power.
See these thoughts in a video:
TRAJECTORY IS COMING SOON.
My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.
PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.
Trajectory Information
Anticipated Final Publish Date: December 13, 2011.
Anticipated Price: $24.95
AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.
Any questions? I am here to help.
If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.
Don’t be shy, be effective instead. Take action.
Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.
If I am unavailable, just leave a message.
If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.
If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.
