Author: Ryan Dolotallas

As I entered a quick shop yesterday, I noticed a guy walking out who looked down on his luck.

He stopped by the door and pulled from his shirt pocket a half-smoked, crooked cigarette butt. He bent it back into shape, lit up and took a long drag.

When I walked out of the store, that cigarette was burned down to the filter. The guy took one last drag then tossed the butt on the ground beside him — not a spec of precious tobacco wasted.

Made me think of a song by Mary Gauthier, about a guy named Steam Train Maury — “The Last of the Hobo Kings.”

A streetwise vagabond, Maury jumped more than 10,000 trains and rode more than one million miles, the song tells us.

And this: “He could tell how his nation was doing by the length of a sidewalk cigarette butt.”

I love that line. I love that image. I love the idea that we can glean wisdom from the things around us — as long as we open our eyes and pay attention.

That’s true for hobos. It’s true for business people.

Our businesses are full of small things that tell big stories.

Business consultants call these “leading indicators.”

I prefer to call them “sidewalk cigarette butts.”

In my business, we have a lot of sidewalk cigarette butts that we monitor — support call volume; open, click and opt-out rates for emails we send; percentages of new clients who attend our training sessions…and so on.

We look at the cigarette butt and we ask, “What does that tell us?”

For example, we noticed that fewer of our new clients were attending our free training sessions for our email marketing software. We also noticed that a large percentage of the clients who don’t renew our services were ones who never attended training.

So we began to measure training attendance as a cigarette butt. The larger that number, the healthier our customer satisfaction and the greater our customer retention.

Because we measure that cigarette butt, we develop new strategies and tactics to increase training attendance and improve retention.

Your business has sidewalk cigarette butts, too. What are they? What do they tell you? Open your eyes and pay attention, and you’ll glean great wisdom to help your business.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

A few months ago, I asked my 21-year-old daughter to help me lug trash from the three barrels next to our house to the dumpster in the alley.

She was home from college for a couple of weeks, and I thought she could pitch in.

She shot me one of those looks that said, “Dad, I’m on vacation. I’m a student, not a trash hauler.”

I considered fighting back, flexing my parental muscle, showing her who’s boss, but, instead…

I smiled and said, “I’ll take care of this first barrel. You can handle the other two.”

Her expression softened, and she said, “OK. I’ll get it done after lunch.”

And she did get it done.

I thought of my trash-hauling daughter this week when I read about a fascinating study that puts this story in perspective.

A car wash that wanted to encourage repeat business launched a loyalty program. The carwash gave customers a “loyalty card” which was stamped and dated following each purchase.

The business tested two cards: The first card required eight stamps, with none pre-stamped. The second card required 10 stamps, but two spots were already stamped when customers received it.

The two cards required exactly the same commitment from customers: Pay for eight car washes to get the ninth one for free.

But the cards generated different results…

After six months, 19 percent of customers who received the first card (eight stamps, no head-start) had redeemed the free car wash. Thirty-four percent of the those with the second card (10 stamps, with the two-stamp head-start).

What gives?

Human beings are more motivated when they perceive that they’re making progress or have a head start. This study reflects that. Countless other studies support that.

And the closer we humans get to a goal, the more motivated we become. In the car wash study, customers waited less time between visits (about a half day less on average) with every car wash that was purchased.

This has big implications for anyone trying to motivate others — parents asking kids to clean their room or take out the trash; teachers encouraging students; sales people closing the sale; supervisors inspiring employees.

Have you leveraged this concept at home or your business? If so, how? I’d love to hear from you. If not, can you imagine ways that you might? If you’d like to brainstorm, I’d be happy to discuss it with you. Shoot me an email, and I’ll schedule a call with you.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

My pal Adam Kreitman sent me (and everyone else on his list) a great email today that compared the current frenzy over podcasting to the California Gold Rush.

Here’s some of what Adam wrote: “There were a few lucky folks who struck it rich mining for gold. However, the people who really made money during the Gold Rush were the ones selling stuff – tools, clothes, food – that supported the miners. Same thing is happening in podcasting right now. There are plenty o’ producers, editors, software folks, etc. making money off of podcasting. But not so many podcasters are.”

That is some big truth, Adam.

The thing that prompted Adam’s email was a meeting he and I recently attended. A bunch of business people were talking about podcasting. Lots of big ideas were flying around the room about how to help some people make their podcasts more popular.

The podcasters were pondering whether to invest in social media or email marketing or paid search or other channels…

…which was all for the purpose of growing their podcast audience…

…which seemed to be for the purpose of growing their business.

From where I was sitting, it seemed kind of roundabout.

So I suggested a more direct path to business growth: Maybe you could use social media or email marketing or paid search or other channels to drive people directly to your business. Maybe you can skip that podcasting step.

That’s when one of the podcasters admitted his truth. He podcasts because he likes to podcast. It’s fun. He meets interesting people. He learns a lot.

Those are valid reasons to podcast, and I told him so.

But that’s different than podcasting to grow your business.

I’m not here to tell you not to launch a podcast.

I’m here to encourage you simply to know why you launch a podcast.

For some, podcasting may be a fun adventure on the side (amen to that).

For some, podcasting may be a viable strategy to grow a business (one person at that meeting seemed to be on that track).

But if you’re doing it to grow your business, remember: Podcasting ain’t easy. And it’s far from certain.

If you’re spending a bunch of time and money on tools and tactics just to implement a podcast intended to grow your business, maybe you can find a less roundabout path to growth.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

I had a good laugh today while reading an online discussion board for marketers.

A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show.

She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)

But her hubby had another idea. “My husband thinks people will throw these (polypropylene) away though…He is thinking a canvas or cotton tote would be better.”

The first person who responded to Puzzled Marketer said, “I only accept iberian cashmere tote bags.”

(Ha!)

I understand Puzzled Marketer was looking for some honest advice. And the “iberian cashmere” response was dismissive — and a little snotty.

But I appreciate the point made by Cashmere Lover.

If he could elaborate, I imagine him saying:

Polypropylene vs. canvas vs. cotton? Don’t worry about it. That’s not what’s important.

Here’s what is important: Your marketing story. The materials you put inside that tote. The things you’ll say when people visit your booth.

Sure, the “right” material may drive a few additional people to keep your branded tote bag. But none of that matters if you don’t nail your story.

I was drawn to this exchange because I’ve seen it over and over again. Businesses invest tons of time and dollars on the perfect promotional product.

Meanwhile, when you visit their booth or read their materials, you get nothing. Sure, I may remember your “brand” more if I keep your tote bag with your logo.

But what does that logo represent? And do the messages you distribute with that logo clearly tell your story?

What does your logo represent? And do the messages you distribute with your logo clearly tell your story?

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Yesterday I received an unsolicited text message from someone pitching a local political candidate.

I’m not sharing this story to publicly shame anyone. I’m sharing it because there’s a business and life lesson here. So I’ll change the names to protect the guilty.

The text said, “Hi Thomas,” (that was the first clue this was junk; no one who knows me calls me “Thomas”), “This is ‘John Doe’ from ‘Advocates for Change’ volunteering for ‘Jane Smith for City Council.’ Jane has been…working to create a (city) that works for all. Thomas, can we count on your vote?”

I found the candidate on Facebook and messaged her: I told her that I had received an unsolicited text message on behalf of her campaign. I wrote, “Please don’t!!!”

I really hate receiving unsolicited text messages (and phone calls).

To her credit, the candidate replied quickly.

That’s when the excuses and hand-wiping started: “(The text-sender) is an independent political organization from our campaign and legally I can not coordinate with their get-out-the-vote efforts. You will need to contact them directly for any complaints. Sorry about that.”

At least she said, “Sorry.” But come on!

Raise your hand if you think that a local political organization funds, plans and runs a get-out-the-vote campaign without the knowledge and approval of the candidate?

She knew this was happening, and I told her so. I also said, “Telling a group that you don’t want them to conduct SMS spam on your behalf would not cross the ‘coordinate efforts’ line.”

This candidate is all about “clean government” which, in my opinion, made the transgression worse.

So I wrote: “Given your efforts to clean up government (and make it more transparent) — which I respect — I find it ironic that you are benefiting from a local PAC but then washing your hands of it when voters complain about the PAC’s actions.”

Again to her credit, she checked with the political organization and reported back to me.

But she gave me more hand-wiping and (pardon the expression) ass-covering: The organization claimed I had opted-in to receive messages (not true!!!), and they were acting “in accordance with campaign ethics laws,” she told me.

Blah, blah, blah.

The moral of this story — the lesson for you in business and life — is simple: Own your stuff.

If you do something wrong, your prospects and customers will often forgive you — if you own your mistake.

Don’t hide and say, “It wasn’t me. Those other people did it.”

If someone objects to your actions, don’t smother them in legalese.

I don’t give a hoot whether the organization was acting in accordance with campaign ethic laws.

Wiping your hands, covering your ass, ducking for cover, blaming the other guy — such practices seem hard-coded in politicians’ DNA.

But it’s not just politicians. Business people are not immune.

Check those tendencies at the door. Own your stuff. Admit your mistakes.

Your customers and prospects will be grateful. You and your business will be stronger for it.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.