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The Twitter and FaceBook Marketing Myth
How many times in the last two years have you heard people tell you that if you are going to market online today, you HAVE to use Twitter and FaceBook? How many times have you heard people extolling the virtues of those two platforms for marketing a business?
I’ve got news for you. EVERY SINGLE PERSON who says that is SELLING something to do with Marketing on Twitter or FaceBook. They have motive to tell you that.
The truth is, Twitter and FaceBook are both VERY POOR marketing mediums. They both violate one of the most important rules of marketing:
Put your message in front of an audience who is likely to be interested in buying what you are selling.
People on FaceBook or Twitter, for the most part, are NOT THERE as consumers. They are there to party. So unless you are selling Red Solo Cups, it isn’t going to be a highly effective method for marketing.
There. I said it. I expect I’ll get a storm of denials from people who are selling FaceBook and Twitter marketing services. But my clients generally agree with me, and they are real business people, selling the typical products and services around which business in the US largely revolves.
Five years ago, we were able to tell our clients to go to forums and sites where people congregated who were interested in the general topics around which the client’s product or service revolved. For us, that meant we would go to small business forums, and we’d chime in with helpful information regarding website and marketing. We gained an entire client base this way. Literally hundreds of good, solid clients came our way through this means of marketing.
Enter FaceBook and Twitter. Exit most forums. The business forums simply dried up. They went away, and NOTHING came in to replace them. Oh, some people may disagree, but the few that are left are lethargic at best, and pretty much a waste of time.
You can spend and awful lot of time talking to nobody, with the illusion that someone is listening, but it won’t help your business grow. And right now, you have the choice of participating in old forums where nobody IS, or participating in new social media where EVERYBODY is talking, EVERYBODY is there, but nobody is LISTENING.
So now we have a disappearance of an incredibly effective marketing tool, and the replacement of it with a social tool. Sure, you can reach a LOT of people on FaceBook. But they are NOT targeted listeners. They are there to party, and if your marketing messages interfere with their party, they’ll just tune you out. They have short attention spans, and are looking for distraction, not for practical help in their lives.
FaceBook users are basically two types:
The ones who are addicted to it. They use FaceBook as an online party, where they go to simulate real life. They want distraction, and they want things to keep moving. They have NO attention span, they do not want to have to act on ANYTHING, and they like freebies. They are quick to subscribe to pages – in fact, most of them have SO MANY on their lists that there is no way they could ever keep up with them all. They are equally quick to forget what they just subscribed to, and to turn it off in their feed.
Those who use it for business, family, or friends, to keep in touch, but who limit the amount of time each day that they spend there. They are going to unsubscribe from anything that wastes their time, they won’t be there to be marketed to, and they’ll skim over things and get to the stuff from people that they know. If they KNOW you personally, they’ll sometimes leave your page feed visible. But if they don’t know you personally, they probably won’t even subscribe.
If you get past that, and actually get subscribers to your page, the chores have only just begun. You can post to the wall on that page, and you can work at getting more and more subscribers. But that isn’t the same thing as getting CUSTOMERS. Because most of them do NOT want to listen to the sales pitch. They want you to bring the drinks to the party instead. And if you do, they MIGHT like them enough to buy them later – but most of them won’t. Most of them will just go looking for the next free drink instead. And you’ll have to give away a LOT of drinks just to sell a few.
If you HAVE a FaceBook page, you have to post things to it on a regular basis, or it won’t help you sell anything. Posting ads won’t be effective, your prospects will ignore them. Remember, they are there to party. The big companies hold contests, do giveaways, and are constantly offering “fun stuff”. They aren’t exactly bringing drinks to the party, but they are bringing pencils and a fun little word puzzle. Cheap stuff. Lots of it. An endless flow of trivial little bits of distraction for an audience with the attention span of a gnat.
For a small business, keeping up with a constant stream of that kind of thing is EXHAUSTING! Especially since the return is so low. And the return IS low.
When we ask our clients if they are using FaceBook or Twitter as a marketing tool, most say yes. When we ask them if they have ever made a sale that they knew resulted from FaceBook or Twitter, they say no.
As a direct marketing tool, they are pretty much useless for 99% of businesses in the US. Oh, don’t comment with hot denials unless you are using FaceBook and Twitter for a business that is NOT involved in selling services related to FaceBook and Twitter, AND you can verifiably show that you are GETTING active customers or clients from them.
So what is the answer? Do they have a place in current marketing?
I think they do. But it is not in having a cute and active FaceBook page, or in posting to Twitter every half hour with your latest product. Honestly, those two things are probably nothing more than a waste of your time.
Both can be used in developing relationships. Every once in a while, a conversation will allow you to share your expertise, and at that time, it may benefit your business. But this is weak, and circumstantial at best.
The real reason to USE them for business has to do with search engines. They now index websites higher if they are mentioned on FB or Twitter. And they also rank sites higher if they are LINKED to a site mentioned there. I do NOT recommend trying to game the system here – but if you are smart, you can use it in natural ways, to cover a lot of ground with a few simple tasks each week.
1. Create a blog. Post to the blog one or two times per week. It does not matter WHAT you write, as long as it is YOUR writing, and NOT someone else’s. It must be completely and totally unique and original. The more interesting it is the better. The more it relates to your lines of business, the better. But there is NO NEED to have a separate blog for each topic, that will just make you neurotic because it will be too much to keep up with. One good solid multi-purpose blog is sufficient.
2. Feed your blog into Twitter. This will create a post automatically every time you post to your blog. But it will also give you the ability to feed your blog into ANYTHING that accepts a Twitter feed.
3. Feed Twitter into FaceBook and LinkedIn. Just feed it into your FaceBook profile. A FaceBook page for your business isn’t really necessary, and it isn’t even helpful for about half or more of business owners (you have to have a purpose for it if you want it to be successful). Now your blog goes into FB and LinkedIn, automatically.
4. Feed your blog into your website, into the sidebar, IF the topics you cover on the blog are relevant to the website. If they aren’t, then skip this. This does NOT help your search engine rankings! But it does provide a way to make use of your content to inform your website visitors. It can also increase calls and emails if you put the feed right below a Contact Us box, with a phone number, and a link to your contact form, because recent blog posts indicate that someone LIVE and REAL is behind the site, and it encourages people to call.
5. Link your website to your blog – put it in the blogroll, in a category called Related Sites, or My Websites, or something like that.
6. If you have more than one website, you can interlink all of them. Again, just create a box called Related Sites, or Our Other Websites, or something like that, and put a link to each site in there. Put this box on every page of the site, at the bottom of the left or right sidebar, or in a box at the bottom of the site. DON’T hide the links, and don’t put them on more than once.
This combination of tactics really works. And unlike the pre-Twitter/FaceBook days, it is actually fairly quick. It used to take a year or more to see significant results from this. If you do this now, then Google will pick up your blog post from Twitter within hours, and the blog will benefit every site linked to it. You can see an increase in website traffic to a linked site within 2 weeks.
The great thing about this system is that you basically set everything up, and then just post to your blog. Sure, it also helps to promote the blog through blog directories, where they also pick up the feed to your blog, but basically, with the exception of posting to your blog on a regular basis, it is a “set it and forget it” marketing method.
Content marketing is still the most powerful and stable marketing method online, and this system gives you a means of using a single effort to its maximum potential, in a way that is fairly simple to do. Not only that, there is absolutely NO backlash or negative effect to it. Search engines LIKE it, you aren’t manipulating ANYTHING, you are doing it all open and above board. You are helping your customers through helpful and fun information, provided through your blog, there’s no pressure sales, no sales pitches. Just good stuff, that people and search engines LIKE, being presented where people can either read it or not.
Now that, is smart marketing!
Polyculture Farming
So what the heck does that mean anyway? Polyculture means more than one culture – and in farming, it means you raise crops and animals, in a synergistic environment that BUILDS on itself, instead of CONSUMING.
If you delve into gardening books, you won’t get far in most of them before they start babbling about soil building and the sad state of a garden that is left too long without adding some kind of chemical fertilizer. The books that are aimed at vegetarians are the worst – they tell you that the best you can hope for is a 90-99% sustainability in a farm that tries to sustain itself with crops alone. They tell you to plant “green manure” crops, and till them under, to help replace lost nutrients. They tell you that you’ll “just have to” put on some kind of chemical fertilizer to make up the difference, and they say it in sort of an apologetic way, as though they really tried but there is no alternative. They’ll sometimes make a brief mention of animal manures, as though they are something shameful, or they’ll make a derogatory remark about them, and then move on as though they have been satisfactorily dismissed and now they can get on with the business of REALLY gardening.
And it is all hooey. Complete and utter tripe… garbage… balderdash… manure! The myth of 99% maximum sustainability is just that – a myth. On both ends.
First, because if you use plants alone, you can’t even achieve that, in spite of what they say. You can, at best, achieve perhaps an 80-90% sustainability. In other words, you are going to lose 10-20% of your soil fertility per year, and have to replace it with something besides just plant derived matter.
Second, because there is NO limit to the sustainability and soil building factor. If you choose polyculture farming, and add animals to the mix, you can achieve higher productivity per acre, and you BUILD soil at a rate which HAS no limit.
Of course, if you overload your land with too many animals, the land is decimated and becomes barren. So, ideally, you have a balance of animals and crops. And the simplest way to do that, is the most natural way… the way things used to be. Just grow ALL the crops that the animals eat, on your own property – and use the animal wastes to fertilize those crops. This achieves the highest degree of sustainability, and results in an enhancement to the soil of between 2 and 10% per year. It gets better and better, the longer you do it in balance.
- The plants feed the animals with hay, grain, legumes, and veggies, and you with fruits and veggies.
- The animals feed the plants with manure, and you with meat, eggs, milk, etc.
The garden and fields produce abundantly. The animals are healthy and produce better when fed crops raised without chemicals. The land is rejuvenated and vibrant. You and your family dine on the healthiest and freshest foods in the world. And it is all done without chemicals.
And all this happens on LESS land than it would take to sustain the same life with just green crops. Let’s illustrate:
It takes about a quarter of an acre to provide a vegetarian diet for a single person for a year – this assumes INTENSIVE cropping in a single growing season (it takes about half that if you practice year-round growing). This includes green manure crops to provide fertilizer – about half of your space has to go to producing green manure. It takes more than that for factory farms, which do not use intensive growing methods, and waste far more space, in spite of the fact that they do NOT provide space for green manure, and they use chemical fertilizers.
Now, there is a book out there that claims you can produce the “food” for one person on a vegetarian diet in about 4000 square feet per year. But he does not include grains or legumes in the amounts necessary. He just includes the vegetables and fruits, and a token amount of beans and peas. So his assumptions are different, and do not include what we are including. But the same rules apply – what he does in 4000 square feet can actually be done in less than half that space.
Ok… so how about if you take the green manure crops, and replace them with rabbit forage, and three rabbit hutches? You can now grow all of your vegetable and fruit needs, and you can grow all of your rabbit food, in about a SIXTH of an acre, instead of a quarter of an acre. You use the rabbit manure on the crops, so the crops produce better than they could with green manure alone. So far, win-win. And we haven’t even taken the reproductive abilities of the rabbit into consideration, and we haven’t even provided you with meat to eat yet.
So, if you start those rabbits reproducing, the equation gets even better… Let’s start breeding them – assuming 2 does and one buck. They’ll produce enough rabbit for you to eat one rabbit per week – very likely more, if you breed them about every three months.
It will take a little more crops to produce the meat, because you’ll have to feed those babies until they reach butcher age (at about 9 weeks). But those babies will also produce more manure for the garden, which means your soil fertility can be further enhanced, and your crop productivity can increase a little more. And since you are now eating meat, the amount of crops you need drops by about half – and the amount the rabbits need is less than that. So you now have the ability to provide for your needs on about an EIGHTH of an acre (about 5200 square feet), using intensive single season cropping. If you use year-round cropping, you can do it on about a third less – around 3200 square feet, including the space for the rabbit hutches. And you might just have some extra rabbits to sell. This means you could do it in a 50X60 foot back yard.
If you add in chickens, it gets even better. Now, you can feed the chickens on the garden waste and on redworms, grown in the rabbit manure. Chickens help control the harmful insects in and around the garden, giving you increased productivity across the board. They also provide you with eggs, So your needs for vegetable, fruit, and grains decrease a bit more, and your health improves with the variety. And of course, they put additional nutrients back into the soil, making anything they take out, completely replaceable. But since chickens eat so much that neither you, nor your rabbits can eat, they’ll make your garden more efficient just because more of the food in it gets eaten. Your garden gets healthier too, because you no longer have to use pesticides.
There’s a funny thing about chickens. It seems that if you have enough hens to make sure you have eggs through the winter, you are going to have way too many eggs through the spring, summer, and fall. Traditionally, the “egg money” from the farm was the mother’s spending money, to use for the things that her husband did not think to budget for. People do still buy farm fresh, naturally raised eggs – and if you raise those chickens without commercial chicken feed, but with foods you grew yourself, your eggs will be of unbeatable quality, and the egg money will be pure profit. If you choose the right breeds, they’ll also reproduce – giving you additional meat, or chickens to sell.
The equations are not quite as attractive once you get into raising larger animals – but they are not as distorted as people think they are. Properly managed crops and fields can easily produce more than we assume they can – astronomically more. Of course, natural pasture is easier to manage, and it is simpler to just let your cows, goats, and sheep graze without having to intensively manage the crops for the fields. But if you chose to do so, they could be fed abundantly on very little ground, with nothing brought in from outside.
Humans are, and always have been, omnivores. The human body was designed to eat a variety of fruits, vegetables, grains, and animal products. When animal products are tainted with chemicals from modern production and preservation methods, they become a means of carrying higher amounts of toxins and poisons into the body – hence the supposed “harmful” effects of animal fats and some other products – it isn’t the animal product at all, but how they were produced that is causing the harm. But when you produce them yourself (or get them from clean sources), they improve health and longevity, and strengthen the body and the immune system (the Weston A Price foundation has information regarding health benefits of butter, eggs, pork, beef, etc). Polyculture farming, then, provides a means to supply humans with optimal health, and it provides a means to enhance our stewardship over the land, putting back what we take, using less land to provide for our needs, and to responsibly care for farm animals.
Polyculture farming works because it is the way nature intended for us to provide for our needs. A truly synergistic environment, where you stir the pot, and it bubbles up with way more than you put into it.
Winter Gardening – Myth and Reality
Who doesn’t love luscious veggies and fruits in the wintertime? And we all have visions of dollar signs dancing in our heads when we think about buying them in the winter. We see those same dollar signs when we think of growing them ourselves, in a greenhouse. Because you’d surely have to HEAT that greenhouse, to get good stuff in the middle of winter!
Some common misconceptions about greenhouses lead most people to feel that it is too costly to buy one or build one, and too costly to operate one, and that the results are even then, so chancy that it is not worth the investment. They feel that it is not worth having a greenhouse when it is only used to extend the season by a month or two on either end of the gardening season.
Those ideas are completely false! A greenhouse can in fact, reward you through the entire winter with good things to eat, and it can do so at very little cost beyond the initial investment.
Actually, the truth is that many vegetables can be grown in a greenhouse, or even without a greenhouse, in the middle of the winter, in every state in the US. Even Alaska. Ok, not ALL of Alaska… but some of it.
There are two factors which make it work:
1. Don’t try to grow tomatoes or strawberries in the winter. If you do, you will need heat. Don’t try to grow heat loving plants. This will only cost you huge amounts. Choose plants which naturally do well in the winter. There are a bunch of them, and you can grow them in a variety of ways, even if you don’t have a greenhouse, in most areas of the US.
2. Protect your crops from the wind, and use coverings that help hold warmth. Many plants can stand temps well below freezing if they are protected from wind. As long as your area gets enough sun, you can probably raise crops successfully in an unheated greenhouse.
Now, lest you think this is some sort of radical new idea, or hype that just won’t work, let’s give you a little history…
This is traditional gardening. This is how people survived the winter in the middle ages. It has been practiced for centuries, and still is used prevalently in France. Just look up the definition of the term “bell jar”. The art was lost to the US, partly because of the market culture that developed here. But it still works here, and has been proven to work even in Maine.
You don’t really even need a greenhouse. You can do it with coldframes, tunnels (plastic over wire hoops), or even floating row covers (lightweight fiber cloth) in milder climates. In severe climates, you use a combination of methods, to give two, or even three layers of covering – a double walled greenhouse or tunnel, with a row cover directly over the plants. You can even purchase an inexpensive rack style grow-house for less than $50, with four shelves, to get started on the cheap if you want a greenhouse (you can throw a quilt over it in the winter to keep it insulated on especially cold nights).
It really works. We have seedlings coming up right now under a floating row cover. It is about two months too late to plant a winter garden in Oklahoma, dipping well below freezing several times a week now, yet our plants are thriving – we decided we’d rather plant late and have small crops than none at all, and it looks like we won’t have cause to regret that decision.
So what did we plant? We planted mostly things that do well in the cold anyway. Crops that were developed to grow in the winter, or to thrive in colder temps.
We have planted a mesclun mix, two varieties of lettuce, and spinach. We have cabbage, broccoli, beet, collard, dill, and some other greens to plant as soon as the walls are onto the greenhouse. I also planted alfalfa, which we’ll let grow a few inches tall, and then harvest for the chickens (it is worth it to me to keep some crops in the greenhouse for the animals, because they give us other food that we need) – I’ll do the same with wheatgrass, which grows well in cool soil.
There are other plants that grow well in cool temps also – peas, arugula, endive, raddichio, miner’s lettuce, corn salad, and many others. I don’t happen to care for the pungent ones like arugula and endive, but look forward to trying corn salad.
This kind of crop will grow well without any heat at all, as long as it is given sufficient protection. In the event that you feel heat IS needed, you can use raw compost (fill the floorspace between your planting pots with compost, or put it around the outside of the greenhouse), or a small woodburner (even a small fire will keep things above 15 degrees until the sun comes up, which is all that is needed). When things get cold, just add another layer of protection – row covers over your plants inside the greenhouse or inside the coldframe, or a coldframe inside a greenhouse, etc.
These techniques keep the investments that you make constrained to primarily reusable items, instead of pouring money into the cost of heat. Most things will germinate as long as the soil gets warm at least for part of the day, and does not freeze. They do germinate and grow as seedlings better in the late summer and early fall than they do in the winter. But as long as you can meet that criteria, they’ll even do it later than you thought. They’ll just do it slower.
Plants grow more slowly in the winter than they do in the summer. The cooler it gets, the slower they’ll grow. That means they’ll consume less moisture also – so you won’t need to water often. When you do, you’ll want to make sure the water dries before the temperatures drop too cold at night, because it can cause more damage if they are wet and then the water freezes.
The real key to making it work, is one that we’ve been trying to infuse into everything we do in our farming efforts: Work with nature, not against her. When you do, you are letting nature do the majority of the work, while you just nudge it along to reap the harvest, instead of fighting against her, expending unreasonable resources, for a mediocre result.
Once you get winter crops growing, you’ll be surprised at what you harvest. Often, the plants are small, but they taste wonderful. Nothing beats the flavor of sweet green cabbage leaves, pulled from young cabbage plants in December. You’ve never tasted tangy flavorful cabbage like that – not a hint of sulfur in it! If you try it in the springtime, you’ll be sadly disappointed, because that flavor only comes from cabbage that is grown in the cold.
So if you want fresh veggies in the wintertime, don’t think that they need to be shipped in from Chile. You can grow them in your own back yard, if you select the right veggies, and protect them in the right way.
Of course, you may spend a WHOLE LOT more on salad dressing…
Deception In the Numbers
I have a thing about deceptive advertising, and deceptive promotional practices. Lately the news media has taken up the drum for various causes, and is using age old deceptive practices in the reporting of the news.
The latest one is in jobless numbers. “Jobless claims fall for fourth straight week”, the headline said.
Makes it sound like fewer people are claiming unemployment benefits, right? Wrong.
Turns out this is only the number of NEW claims that has declined by a very small amount (about 1/1000 of 1%). This means that the RATE OF INCREASE has slowed some. That is all.
Then they reported the numbers of continuing claims – and stated that the difference between this time this year, and this time last year, is good news. Down 2 million! Of course, there is no mention of the fact that in the last month or two, claims have simply run out for millions of unemployed Americans. Further, the number does NOT include people who have moved from initial benefits to extended benefits – so it isn’t even a true number on total people receiving unemployment benefits! They don’t release those numbers. They only track the initial claims, and the initial continuing claims!
So, with partial numbers, they are crowing that jobs are returning. There is no differentiation between people who got jobs, and people who moved either into extended benefits, or simply dropped out of the unemployment benefit pool altogether, but who still do not have jobs. And overall jobless rates have always been inaccurate anyway, because the only people who are counted are those who are registered with state employment agencies as actively seeking work – if a person has given up, and is not reporting weekly, they simply are not counted. Further, temporary JOBS are counted, but temporary unemployment is NOT.
Census jobs are skewing the numbers also. They have nothing to do with the economy, they occur every ten years on a planned schedule. They are very temporary jobs, and will have no lasting effect, and do not in any way reflect any positive economic change.
It would be like measuring sugar consumption in the US by measuring the number of bags of sugar sold at the grocery store. We could say that if the sale of bagged sugar fell in the retail markets, that sugar consumption is down, while ignoring sales of all other packaging of sugar, and ignoring increases in the sale of soda, cookies, candy, etc. It is disingenuous, and deceptive.
I get the feeling that the media is trying to tell us that things are better so that we’ll believe what they say, regardless of what is really happening. The amount of deception over the economy is appalling, and is happening across the board, with numbers being falsely labeled. Somehow, the media thinks that if they tell the American people often enough that things are fine, that we’ll believe it, even when our neighbors are still struggling and losing jobs, and even though our own jobs are in peril, and our businesses are facing unprecedented challenges.
I’m not a “doom and gloom” kind of person. But right now, we have to be realistic about what is happening. You cannot stay prepared and make sensible decisions when the information on which you need to base some of those decisions is false.
There are people who need the help of kind neighbors, and by being prepared, we can be givers, and not takers. Deceptive reporting is not helping anyone to achieve that goal.
Assuming Burdens to Open Doors
The potentials ahead are unlimited. Doors to open and discoveries to be made, and all kinds of things awaiting to enrich the life and bring prosperity.
But wait… what is this? Bramble bushes and pinnacles in front of every door. Debris to clear, blocks to scale, and then, keys to find and a heavy door to pry open. The opportunity comes with a good deal of work prior to even being able to BEGIN to benefit from it!
We decided to upgrade from a reseller account to a dedicated server. Three reseller accounts, actually – it was time! Having a dedicated server will open some more doors for us and allow us to offer more to our students and trainees. A good thing.
But oh, the work involved! And still more work to do before we can truly realize the potential of the move.
I recently assisted a client in making a similar leap forward. She had reached a wall – she could no longer go forward. But opening the door to further growth for her meant purchasing a reseller account – and doing that meant a new learning curve, setting up some new software, and investing in some additional training and resources.
Of course, such things tend to become urgent when we feel we do not have the time for it! We seem to be required to invest in an upgrade when our finances are most stressed, to learn a new thing when time is the most short, and to create new marketing materials to capitalize on a new market when we are buried under a load of troubleshooting tasks that demand a lot of time but give little monetary return! If we don’t handle these things though, and if we always procrastinate the extra work to realize new potentials, we stay stuck, mired in mediocrity.
We’ve worked with a lot of small businesses. We find that many of them stay stuck in reacting – they are so busy coping with day to day demands that they feel they do not have time to move to a more manageable system. They cannot implement simple automation to reduce the time they are spending on repetitive tasks, because they are so busy performing those repetitive tasks that they have no time to eliminate them! They are working so hard for so little money, that they have no funds available to invest in an improvement that would allow them to make more money in less time. A nasty little trap that is easy to get into – and a large reason why small business owners burn out and crash the business when they reach a certain phase of growth.
If you want to open a door to new opportunity, you HAVE to figure out a way to do the extra temporarily, that will make the business either more manageable, or more lucrative. Investing in something that moves you forward is worth it – paying for things which only promise “credibility” is NOT worth it. But paying for TOOLS, that measurably help you earn more than the tool costs, is always worth it. Doing extra work, or taking the time to learn something new, is also always worth it when the result is more work in less time, or the opportunity to engage in business areas that you have a demand for, but which you cannot do unless you make the leap.
I think that the move we made has been a hard one. But it is a good choice – even though our expenses go up temporarily, and the learning curve is steep. The potentials to capitalize on new markets where we will have no competition for quite a while, and to enhance what we already offer, are too good to pass up. And we can ONLY get them by investing the time and resources to DO it.
Definitely a burden. But definitely one that will pay for itself.
Creating Jobs
I want a maid. Or housekeeper. Or whatever term they prefer now. That has been my goal for a long time. I’m a terrible housekeeper, so I’d like to just outsource (or insource) that particular job!
It isn’t really selfishness. I’d be creating employment! Jobs are in short supply, so I’d be a producer, not a consumer here, it is a GOOD thing!
At least, this is what I tell myself when I am in that mood of trying to justify it. We can’t quite do so at the moment, and probably won’t be able to for a year or two. But I’ve got it on my list!
Approaching the job creation issue from a little more serious perspective, we are actually engaging in several endeavors to create jobs. We are subcontracting as much as we can, providing necessary employment for our son (21 and currently jobless since he just returned from a mission), and we are hiring others as much as we can afford.
We are also providing training for Webmasters, and offering a 40% discount off that training for people who have been laid off. Our students are earning from what we teach them, and all have done so within a few months of starting training. That provides employment as well, as people create their own jobs.
One of the difficult things about unemployment is that the government does not WANT you to start a business and create your own job. So if you do so, you have to be very careful if you are on unemployment insurance.
It isn’t just about buying things. Creating jobs is also about creatively approaching needs in the marketplace, and meeting them better than the existing solutions, in one way or another.
One of the reasons I want to earn right now, is to help others to earn, either by teaching, or by passing on work to them. I want prosperity so I can pass it on.
A Bad Time to Realize Your Business is in Trouble
We’re noticing some trends lately. They indicate that people are scared. And it is hurting businesses all over. We deal primarily with startups and very small businesses. We’re seeing the impact first hand across a full spectrum of industries. A few are growing as they replace more costly options. Many are collapsing completely, most are just struggling to maintain. And it is very discouraging as a business consultant, to keep encountering those who are past the point of being able to help them, because they didn’t choose to act when change would have been simple, and now the issues are compounded so big, and the resources so drained that there isn’t anything to be done anymore.
I’m no alarmist, and I never try to look at the bad side of things. I try to honestly assess what is happening, to figure out why, and to figure out what to do about it. I can’t control the economy. I can’t make people buy my product. I can’t provide costly services to businesses that are in trouble so deep that they can’t afford even a $100 marketing consultation to get them turned around. But I can control my own actions in regards to my business, and I can develop an understanding of what is going on so I can help more than just myself, and so it does not have to become a crisis to us.
Over a year ago, we began advising businesses to pay attention to trends. If they experienced more than two months of non-seasonal down-trends, they should be ready with a plan in place to implement and take action to counteract the influence of external forces on their business, as far as possible.
But some have not noticed until it was too late – either they weren’t tracking, or they failed to measure this year’s returns against yearly norms. When they finally noticed, they were deep into a slump that was so bad, they had no resources left with which to respond.
I think it is normal to want to believe that things are going to turn any day. I think it is normal to not want to have to take action if the trends are not steep and dramatic. So a business can gradually lose ground and the owner doesn’t notice until it is really in trouble.
If your business is in trouble now, you are not alone. But it is also unquestionably worse to have a business in trouble now than it was a year ago. Resources are stretched tighter, credit is harder to get, and people are less responsive to changes to advertising – they’ve been seeing it for a year.
Last year, layoffs were starting, and people were on unemployment. Now, unemployment is running out, and more people are being layed off. That fact alone is enough to help us to know that the worst is not over at all. The worst hasn’t even hit yet. Again, I’m not an alarmist, nor am I a pessimist. In fact, I am an optimist, but I don’t approach things without a healthy dose of reality.
I think the real issue is this…
It is getting worse. And it is going to get MUCH worse. That isn’t speculation. That is based on very solid facts. The government can’t fix it. So far the efforts have made it worse, not better, and the only thing we are hearing is that they plan to do more of the same.
What are you going to do to survive it? How are you going to adjust your business, your life, and your plans, to cope with a world where hunger becomes your next door neighbor instead of just a distant rumor? How are you going to prepare yourself to be a giver instead of a taker in times of hardship?
If your business is in trouble, what can you do now? Don’t delay figuring that out or you won’t have a business. Act early, not late. Don’t feel like acting early is pessimism, it isn’t, it is wisdom.
The strategies are basic:
1. Reduce Debt.
2. Reduce Expenses.
3. Make sure the things you are paying for are paying you back.
4. Analyze your marketing and make sure your marketing dollars are effective.
5. Find out what you can do that doesn’t cost, that actually WORKS, to promote your business effectively.
6. Listen to your customers. They are changing. How are they changing, and how can you help to continue to meet their needs?
Don’t wait until it is too late to respond. The stupidity of corporate bungling on the part of big business may lead you to believe that there will be a bail out of some kind for you if your business crashes. There won’t be. And for the most part, the rest of the world won’t even know you are gone. It is your responsibility to act wisely, NOW, to respond before you are in a crisis so bad there is no more hope.
Please assess the health of your business, honestly and completely. Look for the problem areas that could torpedo you and get them in order. The ability to act early, and wisely, is going to separate those who survive from those who don’t.
The Ethics of Education and Promotion
If you have an educational site, is it ethical to promote items on the site that you profit from, or is that a compromise of your informational integrity?
I have a business educational site. The purpose of the site is to promote scam awareness, educate people about what helps them really earn, and how to spot a good program or a bad one, the advantages of independent business endeavors, etc.
I have two clients that offer multi-level distributorship programs. There is no charge for either one. Both are ethical and have a good chance of returning a profit if someone works them.
I’ve toyed with the idea of joining both just for signups and sponsorships. One of them would require that I purchase items at least for my own use. They are items I am likely to use anyway. The other would not require purchases, and would allow me to function purely as a recruiter.
One consideration is TIME. Do I want to invest the time to really make them work. Since I have outlets that would allow me to plug in information to existing channels, I think it could work without undue effort.
The major consideration though, is ethics. Is it ethical for me to promote specific programs and profit for them on a site that purports to be unbiased?
The thing I’ve learned is that this is what people WANT. When they come to a “build a business” site, they want to be told, “Here are some honest choices.”
But I still wrestle with it. Still unsure of whether it lowers my credibility and makes me just another “work at home” site that exists to promote a program instead of to benefit the end user.
Competition and the Wal-Mart Equation
I’ve heard people complain that “Wal-Mart comes into a town and drives small businesses out.” I do not think this is true. There are those who resent me for saying this. But I think it is simply a matter of competition.
People buy from Wal-Mart because they sell things people want. Any business can do that. Any business that fails to do that should not BE in business.
A town near here refuses to let Wal-Mart in, though the company has made multiple attempts to do so. The town has one grocery store that maintains a monopoly, and two variety stores with bad service and poorly maintained stock. There is a sense of entitlement in the town, and a fear of competition. The residents dislike being held hostage by these businesses, and people who live in outlying areas drive up to a hundred miles out of their way to avoid shopping in this town. The businesses in town succeed not because they are good, but because the residents have no choice. That hurts the town by driving away other potential business.
I have always maintained that any business that does their job right has no need to fear the competition. You can’t always do the job cheaper, but you can usually do the job better than a company that is focusing on doing it “cheaper”. For every person who will doggedly go to Wal-Mart to buy, there is one who refuses to, and another who will go where they feel best about buying. Wal-Mart can’t put any business under that is paying attention to the market, and really giving the customer what they want.
A town in the opposite direction from the first one has three major grocery stores – one of which is Wal-Mart – and a K-Mart, and many other thriving businesses that overlap into those businesses. The service level through the town is much better, businesses are better maintained, and most are thriving. The two other grocery stores have specialized – offering variety that Wal-Mart does not offer (they spotted that Wal-Mart only carries what is most popular, in volume). They simply adapted, and went on doing what they did best – creating an environment where their customers feel good about shopping. Two other grocery stores went under when Wal-Mart brought in the grocery department. They had been struggling to begin with, and their corporate model was too similar to Wal-Mart’s. Wal-Mart simply did it better, and the others could not compete (in fact, one of them went under and was sold out as a corporation around that time).
My competition isn’t Wal-Mart, it is GoDaddy. The big, inconsiderate, cheap and shoddy company that outguns every small web service provider on marketing. I can’t compete with them on their terms, and I don’t even try. I just do the job better, offer better value, and give my clients personal attention that a big corporation can’t begin to compete with.
Any business can do that. They often get caught up in price wars though, which puts them in a losing position to begin with. You can’t compete with big business on their terms. You can’t fight fire with fire in this instance. You have to figure out how to fight fire with water – do it differently than they do it. Do it better where they CANNOT do it better. Corporations operate within a set of strict limitations. They have their course, their methods, their policies. Changing them is like trying to turn a ship under full steam – it doesn’t happen very fast, and it can only happen in small degrees. If they try to compete with you on terms other than their existing corporate policies, they will capsize and undermine their entire success model. So it is pretty simple for you to adapt and maneuver into a position of successful competition, just by doing what they CANNOT do.
When businesses blame Wal-Mart for driving them under, they’ve misplaced the blame. They didn’t go under due to the presence of another business in town. They went under because they did not respond in an effective way, and chances are, their business model was flawed to begin with. When people have no choice, they’ll settle for mediocre. When they have a choice, they won’t. High quality and truly good service DO win out even in a highly competitive market. A good business model will succeed in spite of competition, a bad or shaky one can only succeed when there are no other options.
Look to yourself, and stop blaming the competition.
Legality of Cash Gifting
A lady called me today. She sounded worn, a little scared, and uncertain. She wanted a website – but you could tell she was not certain about even asking – not sure she could afford it, probably. I gave the standard reply: “Depends on what you need.” Then I asked her the standard exploration question: “What is your business?”
She said it was a Cash Gifting Program with a replicated website. I didn’t think much, I just said what I knew. “Ummm, those are illegal.” Then I followed with, “That kind of program is illegal, and you need to report this to the FTC.” She said “Thank you” a bit stiffly and hung up – I’m not sure if she thought I was nuts or deluded, or if that first sense of disaster was just sinking in. I wish I’d have thought to stop her, talk to her a bit more, help her know what to do.
Then I went on a research hunt to find documentation of what I knew. Well, a Google search for “cash gifting legality” returns all sorts of deceptive information. Claims left and right that cash gifting IS legal, based upon reports or information from the IRS.
Frauds! The IRS is NOT the issue here.
- Cash gifting to friends and family is legal.
- Cash gifting SCHEMES are NOT legal! They are nothing more than pyramid (Ponzi) schemes! CLEARLY forbidden by US trade laws. They fail on EVERY point!
Don’t believe me?
http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt056.shtm
Such schemes use various methods to try to get around the laws using clever descriptions, but their descriptions are NOT what matter – the way in which the LAW describes it, and the INTENT of what they are doing is what makes it illegal.
By IRS definition, a Cash Gift is something given by a PERSON, to another person, with no expectation of return.
By FTC definition, an illegal pyramid scheme is one in which there is no legitimate product or investment going on, and which depends upon the recruitment of an ever larger group of people in order for anyone other than the top members to realize a good return on investment.
Any time an organization exists, formal or informal, for the purpose of Cash Gifting, the purpose and intent is no longer giving with no expectation of return. When you give someone money, and expect to MAKE money from it, it is not a Cash Gift, it is an investment, and you are a business. And this is a business with no product, no real investment occuring, and which only pays if more people join and pay into it. Pyramid Scheme, plain and simple!
These schemes, no matter how cleverly described, and no matter how slippery the leaders, get shut down. They are illegal, and no amount of claiming they are not will make them legal. No amount of “lawyer approved” claims will make them so – in fact, if they CALL it a “Cash Gifting” program, it is illegal, because Cash Gifting for profit is in itself illegal.
The thing is, why would you want to take the chance? People who create these are not “nice people who just want to help others”. They are scammers who want your money!
By participating, YOU are participating in an illegal scheme. If you DID make money at it, you would be liable for prosecution!
Why in the world would you want to take the chance of doing something that is clearly illegal, just because someone says, “Oh, our version isn’t illegal”? There are SO MANY things you can do that WORK to earn money, why would you throw away your money on such a thing when you know deep down that it just isn’t going to end happily?
Scamming is two sided. A scammer cannot take someone for their life savings unless there is someone on the other end of it who is greedy enough to want something for nothing – or unreasonable returns on their life savings. The person being scammed has to be WILLING to take the RISK of being scammed.
Ignorance accounts for some of it – but I don’t buy that most people who are scammed are ignorant. I think that they may be a little that way. But I think that in most cases, a little voice in the back of their head warned them that it probably wasn’t legit, but they let their greed or sense of desperation silence that little voice.
Don’t let greed overrule common sense. That little voice that warns you is the strongest protection you have against being scammed.
And beware of people who use supposed loopholes to try to persuade you that the thing that is illegal is somehow legal because THEY are doing it. If they have to use loopholes, they just aren’t good people. They are going to bend the law and look for loopholes with YOU, just the same as they are telling you they are doing with the government.
Good business doesn’t need to tell you that they are “legal because…”. Good business is CLEARLY legal.
If You’re Thinking 80/20, You’re Wasting Effort
Our company uses the “90/10 rule” instead of the “80/20 rule”. Because we have discovered that if you choose the right 10%, it really does get 90% of the results.
If you are expecting only 80% of the results for 20% of the labor, then you are expending too much effort for too little result. You are doing things that don’t really matter, or doing them inefficiently, or you aren’t really paying attention to what IS getting the results.
We can create a “substantially equivalent” performance in a website, when creating a $5000 site that has to compete with a $50,000 site. You just gotta pick the right stuff, approach it with creativity, and not waste one bit of time, effort, or application. That’s 90% of the results, for just 10% of the cost, time, and effort.
I’ve found this to be true in other areas of life also. There just isn’t enough time in the day to do everything. You have to hit the most important stuff and let the rest go.
It ain’t slacking – and it isn’t doing a sloppy job. In fact, it means giving all you got to that 10%. But the results are so amazing that it really fires you up when you get it working right. Because you can produce so much, and just run circles around the competition.
It works in the home, it works in the office, and it works online.
If you really want to excel and be original, 80/20 just isn’t good enough.
The Loss of Group Conversation
I love a good forum – if that forum emails me when there are posts. I liked being able to post something of value, and get conversation about it. And I liked that the conversation was there, and searchable. I liked being able to ask a question, or brainstorm something, and get responses.
Ryze was one of the best venues to find forums like that – they call them “networks”. But Ryze is dying. It hasn’t been sudden, more of a trickle of attrition.
None of the new big networking sites can come close – their group conversation tools stink. And before you say, “what about Twitter?”, let me clarify – I’m talking REAL conversation, where you can make a comment of more than 140 characters, and where the comment lasts longer than the time it takes to scroll off the bottom of the stream of inanities that flood in.
Blogs don’t cut it either.
FaceBook has “groups”, and “pages”, but there is no notification on either the wall, or forum activity for those. It is like you join a group, and then it NEVER reaches out to you. The only way a group can tap you on the shoulder and get your attention is if the owner does a mass mail to the group. Too many of those, and people drop the group. So on FaceBook, groups really aren’t groups at all – they are just lists of people who never participate because there is nothing to remind them to take time from their busy lives to check in.
Statistically, forums that require you to check in to see if there has been any activity are failures. Stupidly, FaceBook has never figured this out.
But then, neither did FastPitch, LinkedIn, or any of the other major platforms that I checked out. I think they like transience. It takes smaller databases.
So group conversations that are meaningful have all but disappeared.
Sad, really.
And sadder… We downgraded our Ryze memberships today. With a sense of loss as we did so. We closed our own network there, and unsubscribed from some that have become either nothing more than questions about why there are no posts, or mostly ads – and one that has degenerated into mostly a commentary on Twitter (If I wanted Twitter, I’d be THERE, not somewhere else reading about it). The last people to go are the spammers, and a few die-hards who want to try to doggedly MAKE it what it once was.
Our profile is still there – it could come back. I don’t think it will. I give Ryze 6 months before they are forced to close their doors. And it is because they did not listen. They offer something nobody else does, and it has been successful, and is still valuable, but not without additional tools to entice people in to begin with, and to keep them there. And implementing the tools should not be difficult, the technology is readily available. Heck, I can do it using Open Source software! They could still pull out a spectacular recovery. But I think they won’t.
And the loss is more than just a venue… It seems the loss of what they did that no one else has had the intelligence to implement in a smart way.
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