Do You Hate Twitter? Is Social Media Making You Crazy?

"I hate Twitter" or "I hate Facebook" are flying out of peoples mouths just about every day now.  I get it.  Trying to run a real business is hard enough without having to worry about being a pseudo celebrity in the social media world too.

Recently I started taking a "hosting" class which is geared for people who want to be a host on TV.  I don't know why my friend Blair thought I would be interested in the class but he was right.  I got hooked after the free seminar, bought in after the two day boot camp where we were told you have to be "invited" to the regular class.  When I got the invitation, I said yes and plopped down the credit card.  Looking back I should have seen it as great marketing, but as the saying goes, it is easy to sell a salesman.

The class has been fascinating for a whole range of reasons.  Tonight I sat next to Luke who said "I hate Twitter."  The guy from "The Schmoes Know" teaching the class simply told him to "just do it".  The irony being that the girl right in front of him worked at social media for Nike.

The truth is you can run a business today without any social media.  It is also true that social media can be a huge multiplier when it comes to growing your business.  The decision is up to you.  When you realize the power of social media, you will understand why companies like Nike have a "department" not just a person for this.

Of course most small businesses can't afford a "department" or even a "person" and that is why the Bourquin Group exists.  Even as low priced as we are many small businesses can't afford the service and are forced to do the job themselves.

For those businesses, I wrote a book, "The Easy Guide To Internet Marketing".  You'll notice there isn't a link.  That is because I am working on an update to be released in the next couple of months, but here are some highlights for you for now.

1. Be consistent.  Stephen Covey gave us the seven habits and then came back with the eight which he said was to "find your voice".  When you do, your website and social media will all be coming from that voice.  You will become consistent automatically.  In some ways you need a voice that is like a robot. Your decisions should be grounded in some very solid beliefs and opinions so your voice doesn't waiver.  Our world is in a state of constant change.  What your customers want is a constant they can depend on without change.  Your "voice" is that representation of you that your customers seek out as a constant.

2. Make it easy.  You really only need to post once every other week.  I'll admit right now that I don't type anymore.  A $10 lapel microphone on eBay and Apple dictation works really good and cuts my posting times by at least half.

3. Repurpose.  One of the great tricks of online marketers is to create an event and repurpose it.  For example, I could do a live event and charge $400 per person. I could record it and sell the DVD for $100, then I could post it on my website and sell access with an update bonus for $50, then I can cut out a few three minute long gems and post them on my website, YouTube and Facebook.  Finally I could tweet out that I did that so my twitter fans would hopefully visit my site, like the three minute freebie and buy the $50 access.

Don't worry, all of this and more will be in the second version of "The Easy Guide To Internet Marketing.". For now start working on your voice.  Who are you to your customer?

Do You Change Cell Carriers Every Two Years?

While not direct marketing advice, here is the letter I sent out today.

January 4, 2014

Terry Stenzel

AT&T Wireless

PO BOX 3597
San Ramon, CA 94583-8597

Dear Mr. Stenzel,

I recently received your computer generated letter and got a good laugh.  After spending years in the tech industry including contracting to Apple, AirTouch (Now Vopadhone-Verizon) and Stanford, your letter was so far off base I couldn’t ignore it.

Your letter closes with “I am glad you’ve chosen AT&T”, and I received it 54 days after I switched to Verizon. 

The third paragraph has “best value in wireless” highlighted, with your convoluted plans how would anyone really know.  $40 unlimited sounds like a pretty good value to me, and an easy plan to understand.

No one ever once called or asked why I left, or what it would take to switch back.  

When a customer switches carriers away from AT&T, you know.  You also know they have a 15 day or 30 day trial period.  Day 13, 14 and 15 are the key days to recover the client.  Breaking my contract now would cost over $700.  

Day 13, a femto cell for my house would have had me switch back even though AT&T was $35 a month more.  I really doesn’t matter what JD Power says about your customer service, if your marketing doesn’t understand your customer cycles and people churn away.

If I were running AT&T Wireless, I would have a very different mission than the one you are on.  My mission statement for AT&T would be “Make it easy.” 

Sincerely yours,

Scott Bourquin