On a day when we got hacked, and a few dozen new posts appeared on this blog, it could be easy to get sidetracked and just say: “What the… Let’s just take the day off”
But there’s always a silver lining to every cloud. I have learned that every situation has different viewpoints to them. A positive, a negative and a neutral.
Winter is coming ~ Eddard Stark
This morning I started my 2nd day of writing a 4000 word sales page for our new program: Content Marketing for Your Business. It’s the script that I speak on a VSL (Video Sales Letter) to get the message across on “why you should invest in my Content Marketing Program”.
There’s a bit of a science to crafting a sales letter like this. It has to be correct, precise, and point things out in the right order. So, it’s something that requires “No Distractions” – lol
Well, when I say no distractions, I’m sort of including “no hacked websites”. I jump on the blog and OOPS… someone has posted a lot of new blog posts today (and it wasn’t me).
We had it fixed in 10-15 minutes. No big deal, really, but it would be very easy to get stressed out over something like that.
It is very important to look for the Silver Lining on every marketing cloud. Especially today, because it has been raining most of the day! When Eddard Start said “Winter is Coming”, I didn’t realise it was so soon! (Game of Thrones pun)
Where is the Silver Lining?
We had implemented safety procedures to our client’s sites and had omitted our own. Such selflessness! Well, today we implemented some changes to our own site.
And the Silver Lining? I turned mine into Gold! (I like mining Gold. See what I did there?) One of the services we provide in our Content Marketing Program is a Software Update system that dramatically reduces online risks for new business users with a blog.
In the past I have made a very little deal out of this. In fact, it has gone mostly unmentioned. Crazy! Many marketers I know, especially the old school ones, would have made it a very big deal.
So, today’s little mishap was indeed a Silver Lining on my cloud. It inspired some extra features into my sales letter for the ‘soon to be officially launched’ Content Marketing for Your Business.
(By the way: I haven’t officially launched the new program yet – stay tuned)
What? Another Silver Lining?
Then there’s another Silver Lining too. I had sort of got side tracked with my sales letter. A blog post was due today and I really wanted to provide another installment in the Google Plus Fun video series.
But today’s events gave me a great excuse to write this article instead. Indeed, I extracted a positive out of going off topic somehow.
..and this is where the article is supposed to stop… but a thought came to me just now (I’m just typing stuff spontaneously now).
See what happens when you let me loose on a keyboard inside a WordPress dashboard? With no plan, no real direction, just fun and excitement! I’ll cut you in on an event that happened to me recently.
Another Positive Silver Lining from a Possibly Bad Outcome
Let me share a little story with you. It shows how a situation can be both good and bad, depending on your attitude in business.
A few weeks ago a ‘reasonably sized’ Real Estate agent in Bunbury approached me to quote on a “web project”.
I offered exclusivity, as I know Real Estate Agents are all about ‘exclusivity. In other words, I committed to work with no competitors (if the project was accepted).
In short terms, I would be doing work that would put them on top of their competitors for most search terms on Google.
They would more or less dominate Google Local listings, get business leads from social media (Google+, Facebook, and the rest) and other non-disclosed strategies that I won’t include here.
Pretty much, my work would probably score them around 20-30 new clients in the next 12 months.
Now, that’s what I know; not what they know. That’s a BIG difference!
What was my price?
$24,000 for 12 months. Discounted if paid upfront or payable monthly and they could pull out anytime i.e. no commitment (lol – what Real Estate Agent lets you off without a contract?)
Recently I paid that same agent over $17,000 for selling a property. That was the discounted price.
20 – 30 more clients (or sales) in 12 months would be around $375,000 – $500,000 of business for a Real Estate agent. Let’s not even think about what they’d make in the following years with the marketing edge is establishing itself.
Let alone the downside of letting your competitor take up that strategy… (#Devil’s Advocate)
They looked at the price and threw out the Baby with the Bathwater. Didn’t even read my proposal. My first reaction was this:
“Sure. I spent 3 hours, at your request, preparing this for you, and you didn’t read it?” (They just don’t get Content Marketing. They look at the price and don’t get the big picture. Their loss.)
The Silver Lining? The 3 hours I put into preparing the exclusive proposal and business model for Real Estate Agent #1 is now primed and 100% ready for Real Estate Agent #2 (and #3 & #4, etc).
Basically whoever wants the edge on the rest of the district can walk into the business model and get a bloody good chance of pole position in the local Real Estate Market 12 months from now.
And of course, you’d give the Agent with the open mind an exclusive deal so the agency can kick serious butt with their sales. lol – the endless possibilities.
Of course, I cannot expect others to know what I know. Likewise, it works the other way too. Content Marketing is a tool that is putting the ignorant out of business right now. The ignorant are the dinosaurs that insist on the old ways.
More power to those that harness progress and innovation.
And while people are being charged big sums of money to have their houses sold (that sum effectively just comes out of the buyers pocket), the same guys charging those sums cannot justify investing similar sums to make 10-20-30 times returns on their investment.
I find that quite amusing 😉
Yet Another Silver Lining?
By the proposal being rejected (actually, it wasn’t even read), I won’t be part of doing their competitors out of a LOT of business. I never felt great about winning. Do you relate to that feeling? I always felt more sorry for he loser, than elated about winning (in sport). Business can be the same.
Get over it Sean! (2 seconds..) OK, I’m over it. I’ll let another agent get the exclusivity if they have half a brain to come forward – lol
The Old School Closes Down. The New School Prospers
In today’s age of smarter marketing, faster marketing, and cheaper marketing, we have to be smart. In business you cannot afford to have a closed mind, an old School mind, or lose sight of the big picture.
If you don’t stay on top of the competition, they will get on top of you. It’s a wild game out there..
Some CEO, or Director, looks at a Content Marketing proposal that will get them the edge over the competition (at far lower costs than are spent in offline advertising) and he dies with a leg in the air when he skips to the price, crumbles up the proposal and closes his mind to the new school (that could send his business to the headsman one day – sad to say).
A Silver Lined Conclusion
So, remember to look for the positive in every situation in business. Today, I got a blog topic (that totally blew out to 1410 words) and I feel better for it. All over a hacked blog – with a Silver Lining.
I now have a business plan that will work for Real Estate Agents all over the country. Actually, it works for any business that has competitors, who likes exclusivity, and has a profitable product/service so they can afford to dominate their marketplace. Yes, the service isn’t cheap, but by golly, it works!
Have you had a similar situation happen to you? I’d love to hear where your Silver Lining appeared. Please comment below.
NOTE: If you have a business and you are NOT with the times (online marketing), you need to get with the program before the competition kicks you out of the marketplace. Just my 2 cents worth.
Post Script: If you’re a Bunbury Real Estate agent, call me (but only 1 of you)