Today we’re publishing the newest issue of our email newsletter flyte log, Your 2006 Web Marketing Plan. Writing this issue got me thinking about what I’ve learned in 2005.
I’m sure this isn’t everything, but here are a couple of highlights:
Never Stop Selling. No
matter how successful you are, you can never stop selling. Despite the
industry mantra of "feast or famine", we really hadn’t had any lean
times until early in the fourth quarter of this year, and I think that got me lazy about selling.
Normally,
that’s a busy time for us when everyone starts sending us updates in
September. However, this year there weren’t as many updates. In
addition, a couple of jobs had to be put on hold for a variety of
reasons.
Suddenly I found myself calling up some prospects where
the selling process had stalled, and I had let the ball drop. I should
have kept calling them until I got the thumbs up or down. It’s a lesson
I learned the hard way.
Business has since picked up, but
still have some slow periods as new jobs often take weeks or longer to
filter down to our developers.
It’s Not a Job Until the Check is Cashed.
After getting verbal approvals from two prospects this year for big
projects the jobs fell through. (Luckily I hadn’t signed for the new
Jaguar.) Verbal approvals are a step in the process, but people don’t
get serious until they have to part with money.
I had learned this lesson years ago, but I was reminded of it again…and again.
Big Jobs Aren’t Always Profitable Jobs.
Sometimes entrepreneurs and small business owners get attracted to
landing a big client, either because the paycheck is big or because the
client is well-known. However, the paycheck is big because there’s
usually a hell of a lot of work that’s involved in making the project a
success. And if you’re taking on a client because you’re hoping that it
will bring in new business, you’ll be spending a lot of extra time
making sure every last detail is perfect.
Update Your Scripts.
We spent a lot of time this year fixing old cgi-scripts that had been
hacked by spammers. We had to update the scripts and in many cases make
changes to the contact forms on our site and our clients’ sites.
Scripts
that power contact forms, bulletin boards and the like need to be
constantly watched to see if a security hole pops up. If a spammer
finds an insecure script that’s capable of sending out emails, he’s
likely to use it to send out thousands or tens of thousands of
emails…sullying your good name in the process.
Keep up to date on scripts.
Be Humble, Allow People to Save Face, and Take Responsibility for Your Actions.
Nobody likes a show off (except perhaps in professional sports.) In a
business like ours, it’s rare that one person is the reason you
succeed. It’s probably the work of several people, not the least of
which is your client.
No one likes to be wrong, and certainly
not in public. If you know that you’re right and someone else is wrong,
give them a way out while saving face. They’ll be happier, the work
will go smoother, and there’s always the chance that it will turn out
the real culprit was you!
If it is you that screwed up, own up
to it and make things right as quickly as possible. It’s amazing how
often we’re satisfied with a simple apology. When you step up to the
plate and admit you made a mistake you often take the air out of anyone
who wishes you ill will.
Network Relentlessly and Establish Yourself as an Expert.
Life is interesting. A couple of years ago the Maine Public Relations
Council asked me to speak on a panel about search engines (I don’t
remember how they found me). On the panel was an energetic,
entertaining woman named Jessica Tomlinson who later became a regular
guest on a local evening news program called 207.
When they
went looking for a "tech expert" she recommended me. After an
interview, they made me their resident tech expert. When the channel 6
news team asked for someone to interview on the business side of
podcasts, Kathleen Shannon of 207 recommended me.
That caused me to start my own podcast and blog about it.
Recently, Inc. magazine called me. "Is this about my subscription?" I asked. It got a laugh.
They
interviewed me for their "Ask the Expert" section on the business of
podcasting. When I asked how he found me, he had Googled some keywords
and found my posts.
It all originated from that PR panel…just wished I remember how I got that gig to track this trail back even further.
Now it’s time to stop looking backwards and starting thinking about Your 2006 Web Marketing Plan.
Rich Brooks
If I Knew Then What I Think I Know Now…
