A friend of mine, who is a communications consultant, told me the other day that she couldn't see how my business and consulting life were in harmony. I spent a little time trying to explain it and she just said "work on it". She and I both agree that having a life in harmony makes everything better.
You see in Physics there is a phenomenon known as "sympathetic resonance". The easiest way to demonstrate sympathetic resonance is with two pianos in the same room. If you struck a note on one piano, you could feel the same string moving on the other piano. This is sympathetic resonance and amazingly the second piano doesn't decrease the sound level of the room, it actually can increase it slightly. So by having two pianos in the room, one person can make a louder note without doing any extra work.
There are a dozen ways to apply this phenomenon in business. In my case having a business that is predominantly focused on Search Engine Marketing or SEM and adding some business focus consulting causes a similar alignment of energy. You see when the website tells the correct story about a business, and the Search Engine Marketing is set to the keywords of that story there is an exponential gain for the business. When the business doesn't have a "sympathetic resonance" with the website the website starts to work against the business not with it. If the Search Engine Marketing keywords don't resonate with the message of the website, the people that click the ads will leave the website before they commit to the next action.
Affiliate Marketers and Super Bloggers have this down to a science. They work the system backwards like picking a note on the piano first and making sure every other instrument in the room has that same note.
For instance a blogger might start with the keywords "stop dog digging". Then he builds a marketing campaign around those words. Then he builds a website that is centered on those keywords. Finally he finds books and products related to those keywords to sell.
Traditional business can't really work backwards like that can it? In some ways it can. If you start with your product and skip to the end to decide what the keywords are, then work backwards you can do it. If you come up with more than three sets of keywords longer than four words each, you haven't yet focused enough.
For instance an attorney might jump forward and focus on the keyword phrases of "Truck Accident", "Auto Accident" and "Work Accident". Since the keyword phrases are all accident related, it becomes easier to write advertisements online that fit the keyword phrases. When people search on those keywords and see the compelling ads, then they click. When they click the ad, they find a website that is centered on those keywords. There isn't any mention of divorce cases or real estate cases. The law firm then focuses on becoming the best accident law firm in the area.
Once the law firm has aligned it's operation, it's website and it's marketing, the business is in harmony. The law firm will grow faster and with less effort than it did before applying the benefits of sympathetic resonance. Initially this approach may feel like a step back because they lose the divorce and real estate business. It isn't, it is re-trenching the business to the core competency and giving it new life. Give this program 90 days and see what happens.
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