You Say You Do But You Don’t

It’s one of the most frustrating things to come across, and you’re guilty of it too. You say you will, but in reality you don’t ACT on what you say you will act on. How many times have you heard your friend or even yourself say, “I should really work out, but I’ll do that tomorrow.” Then tomorrow comes and you’re on the couch binge watching Netflix.

This is ingrained in our psyches, and it develops through time. This is one of the biggest hurdles to overcome when you’re selling a product or service. And we’re all in sales in one way or another. Whether you’re selling yourself in a job interview or selling a physical product. The customer / client / interviewer will say something when they really won’t follow through. People are guarded, and they build up walls.

I dont trust words I trust actions, actions speak louder than wordss

 

A couple real life examples

1) In my wife and I’s online dress shop (EverRose.com) we carry a few Fair Trade products (on top of trying to carry as many conflict free items as possible) from India where women are paid a living wage to design, and produce amazing looking dresses. We decided to carry this particular line of dresses because in our research we found this was a particular issue with our fans. They wanted Fair Trade dresses, at least that’s what they said. In fact, not a single one has been purchased. Maybe the design isn’t appealing or maybe the price is too high (they usually run $5-10 more). Whatever it is, there’s also a bit of psychology at play. Sometimes you just aren’t who you THINK you are.

2) I publish a couple small community magazines, and one of my tasks is to encourage companies to advertise and connect with this niche market. Rejection comes along quite a bit, and the most often thing I hear is, “Send me something.” I continue to ask for the specifics on what they’d like to see. I then send them what they requested, and guess what – 90% won’t even take a look at it. How do I know? I follow up. Maybe my pitch is off or maybe there’s not enough time in the world, but when you say to send you something, you better take a look at it. Again, there’s a bunch of psychology at play here.

You say these things because you don’t want to hurt someone’s feelings, or you don’t have a good enough excuse at the time to turn someone down. That’s one of the reasons I enjoy dealing with US business men and women. Business is more black & white, and decisions are made quickly. In Canada – especially in the smaller communities – emotion plays too much in business decisions involving money changing hands. What can I say – us Canadians are too nice, almost to a fault.

Instead of the possibility of hurting someone’s feelings – you’d rather stretch out a decision, waste a bunch of time, and not even take the 2-minutes to look at something from someone who’s trying to help grow your business. Once you’re aware of this – stop doing it. I answer every sales persons email, and phone call whether I’m interested or not. I value other people who are just trying to make a buck, and the last thing I want to do is waste their or my time. On top of that – I may find something I didn’t know about that could be extremely useful to my business.

Actions speak louder than words

In business – while research is a great tool – you also have to be ready to move with what your customers / clients are actually doing. In the dress world – my wife and I have found our best sellers are more form fitting dresses opposed to A-line dresses. Therefore, we’re stocking more form fitting dresses, and getting more sales.

In the consulting world – I’ve moved away from big business, and I’ve started working more with entrepreneurs where English is their second language. In doing what I do – I’ve found this to be the best market for me at this time, and it’s where I can provide the most value.

However, you’ll never know these things unless you act. You can spend thousands on research, and surveys, but you’ll never REALLY know what’s going on unless you do. You have to remember people will not act the way they say the will. They will act the way they act. Saying and doing are completely different things.

Love you (and I’m not just saying that),

Jordan ‘The Guy with the Bow Tie’ Rycroft

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Why It’s Okay To Have A Bad Day

You know how it feels when nothing seems to go right. You feel it in your gut, and it’s just one thing on top of another. It feels like the world is against you, and nothing can change. You’re having a bad day – and here’s why it’s okay.

bad day, sign, bad day sign, Guy with Bow Tie

1) It’s nothing personal

The world works in mysterious ways. Sometimes you’re up. Sometimes you’re down. It’s a roller coaster, and you’re along for the ride. You can choose which roller coaster to get on to and which one to get off of, but you can’t control other people’s moods, relationships, choices, etc… They’re along for the ride, as you are.

You can’t let it get the best of you. You can be aware of the poor day you’re having, and stop. I usually like going for a walk. You can shut your door and work on admin tasks instead of having to interact with other people. You’re bad day won’t last forever, and tomorrow is an opportunity to start over again.

2) Bad days aren’t a bad thing

As long as you’re aware that this particular day has gone awry – you can act and change your direction, and attitude. I was a firm believer of the concept – NO BAD DAYS – however this is unattainable. When doctors or firefighters have a ‘bad day’ people die. Good thing ‘bad days’ are few and far between. When you have a ‘bad day’ your business might fail or a strong employee might quit. It happens.

Bad days can be tackled by flipping your psychology. Be aware. Don’t let emotions get the better of you. Be in control of your attitude. If you need to cry, if you need to let out your anger – do it. Close the office door, go for a walk, hit a punching bag. Control it and own it, but don’t let it own you for days on end. Tomorrow is a great day to start over. Look at it this way – using the roller coaster analogy – you must go down before you can go up. Know with the bad days there will be a much larger portion of good days. In essence – a bad day means you’re that much closer to having an awesome day.

3) Opportunity

View your bad day as an opportunity to start over. Understand why you’re feeling this way, and think of ways to prevent this feeling in the future. This is why I like going for walks. Almost within a couple hours or so of my day getting started I get a feeling on whether or not it’s going to be a good or bad day.

A colleague of mine would lock himself in his room, turn off his phone, and start over. He would run over why he does what he does, he would read positive reviews of his services, he would go over his scripts, and presentation time-and-time again. This day might have been a poor day for him, but he’s going to ensure tomorrow is a great day.

He viewed it as an opportunity to get better. You can do the same.

4) Roll with the Good Days

Just as you’re self-aware of whether or not it’s going to be a good day or bad day – ensure you roll with the good. Momentum is one heck of a thing. Just as a bad day can ruin you for days or even lead to depression, anxiety, alcoholism, and the list of vices goes on. A good day can lead to endless positive momentum. Yes, there’s going to be a bad day thrown in there, but you need to be aware of when to ride the good wave.

You can visualize your day and how it’s going to go positively. You can do this as soon as you wake up. Grab a glass of water, and sit and think. Don’t check your phone just sit and engage in thought. Think of how good this day is going to be, and visualize what’s going to happen. This can be a powerful process.

Just as you can get lost in the bad, you can also get lost in the good. When you’re feeling good, and you know it’s going to be a good day…roll with it. Make the calls you’ve been afraid to make, reach out to those who you haven’t spoken with in awhile and you’ve been meaning to reach out. Do the challenging things you’ve been putting off, and you might find they work out well for you.

You don’t own the roller coaster of the ups-and-downs; good and bad. You’re strapped in and you must be aware of this. Ensure you accept the bad days, and roll with the good. You’ll be amazed at how many good days there are…and how few bad days.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

Putting money where your mouth is

For the past two years I’ve been passing along unsolicited advice…at least what I considered to be advice. I’ve spent close to a million dollars in the marketing realm from Yellow Pages (yes, they still exist) to Facebook ads. Although 99% of this wasn’t money of my own. Through this I’ve learned the ins-and-outs of how each medium of advertising worked.

Now, I have skin in the game. I’ve followed the advice I’ve been dishing out over the years, and am starting to turn the marketing crank on a couple of my businesses. Maybe the below can help out your business. Here’s a look behind-the-scenes:

Facebook

I hate giving my money to Silicon Valley as I’d prefer to keep it local, but there’s no doubt they have built a successful platform, especially when it comes to marketing your goods / services. There are flaws like not being sure if clicks are actually clicks when it comes to your ads, but you can never really know who’s receiving your message and who isn’t when advertising with any medium.

Typically you can expect to see a 0.2 to 0.3% click-through-rate on your FB ads. My wife and I’s Ever Rose campaigns generate a 2.5 to 4% CTR. Impressions are great especially when starting out because the more people who can see the message the better. At the same time you want to craft a message, that resonates with your potential customers. Here’s how we do it:

Ever Rose Modcloth Directed Ad

The above was targeted to women in certain cities across Canada who had an interest in companies like Modcloth (a US competitor of Ever Rose). We pushed the message out to that audience with a very pointed opening line. We know that our potential fans who are interested in online shopping, especially with a US based company have the pain points addressed in the first line. They don’t like paying duties, high shipping costs or having to deal with a pesky exchange rate.

What are the pain points of your customers or potential customers? If you don’t know – you better find out. Ask questions of your existing fans to see why they spend with you opposed to someone else.

Find what you can own, and hammer away your message. In the case above there was no special tactic. We crafted a message that spoke to the audience we knew we could own (we don’t have a HUGE marketing budget), and we targeted the fans of our competition while knowing the pain points of our potential customers.

Fashion Bloggers

Another way we’ve started to roll out the brand is hooking up with influencers on social media, and the blog-o-sphere. Seeing as we’re a fashion brand – it’s pretty easy to find influences. A simple search on Google or #fashionblogger on Instagram and a bunch come up. From there you can see how many followers, shares, etc… these influencers are generating.

We then reached out to these influences, introduced our brand, and asked to be showcased through their social channels. We have to give up some of our product, but it’s totally worth it to get added exposure.

Another avenue we’ve ventured into is hooking up with like-minded e-commerce businesses. For example – there’s a jewellery shop in Toronto that has some amazing products. We could pair many of these items with our dresses. A simple cross-promotion can go along way.

Who can you reach out to that has a strong following on social media or through their blog? Maybe there’s a blog you read. Try reaching out to him / her, and see if they’d be interested in showcasing your brand in exchange of your product / service. Or extend a hand to a similar business that can compliment your product.

Mass Media

There’s no better way to reach a HUGE number of people with your message than mass media (typically radio, print, TV). At the moment – it’s the most cost-effective way to reach the masses – as long as you believe in their method of surveying their audience. Like I mentioned above – there’s no real way to know how many people are receiving your message.

If you have the budget, and you want to put a strangle hold on your market this is the way to go. At this point and time – my businesses wouldn’t benefit from the added exposure of mass media because there’s not enough inventory or resources to fulfil orders / services.

The key with mass media – as it is with any media – is the message. I can’t stress this enough. How do you craft your message? Check out this post from last year.

SEO & SEM

If you have a decent web developer you shouldn’t have to pump a bunch of money into SEO. I know some companies who charge thousands a month to get you on the first page of Google. What a crock. Find a web developer, who has a clue about how to play the SEO game or reach out to John at Summit Protocol. He’ll shoot you straight. And tell him ‘The Guy with the Bow Tie’ sent you.

As for Search Engine Marketing – again find what you can own. My biggest thing is to own my name, or the name of my business. I do this through tagging everything on my site with my name or with the brand name of my website (EverRose.com). You might have to dish out some dough to own your name when it comes to search platforms, but it’s worth it. When you Google me – a bunch of articles / social channels will come up. When you Google Ever Rose – we’ll be the first thing you see. OWN YOUR NAME.

If you have any questions or would like a more in-depth explanation on what I covered above – reach out on Twitter or LinkedIn or comment below.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft