I may not be perfect, but I am perfect for you – Grace Jones.
For those of you who are familiar with my work know how much I advocate having a client avatar. It is essential to recognise how our clients or potential clients think, feel, fear and aspire. We should also identify with their shortfalls and strengths. I urge people in marketing to be mindful of their client’s avatars every time they communicate with them. It could be via email, podcast, performing a sales function, placing an ad, or whatever form of communication it might be. Directly talk to your client avatar.
A couple of years ago, I came across the person who wrote me a negative email this morning. This person has been on my database for a long time. We had a one-on-one call through Skype. We concluded that I couldn’t help them as a consultant because I was far too expensive for what they were trying to achieve. Nevertheless, I still wanted to help this particular entrepreneur and their business. Lots of my products and packages that I have created and put together from a marketing point of view are to help this very person that is a specific client avatar.
This podcast, the whole essence behind it was actually to help entrepreneurs like this particular person.
Anyways, in putting together these podcasts.
I go out of my way to get the latest information and give as much value as possible.
But I also go out of my way to make sure that people listen to it and hear it.
So to receive an email that said, “Peter, your continuous autoresponders are driving us mad. An occasional one is wonderful! A deluge, No, thanks. Signed off.” Was a little off putting.
There’s a book that I have read and reread a hundred times. I suggest you read it too. It’s called “The System Club Letters”, written by Ken McCarthy.
One of the critical things he talks about is how important databases are and ensuring your database is satisfied. He stated, two things are true when it comes to databases.
Number One, you always want to be adding new names to it. In my case, I am not overly fond of deleting this person that’s been with me so long.
Number two, you always want to bring new value to the relationship.
These two activities combined make the list valuable and why they deserve the protection of a banker’s vault.
In other words if you can develop a great database. Then the chances are it’s going to yield great results for you in terms of money in the long run. After all, that’s why we’re in business.
So here I have a person that’s been with me a couple of years. I thought we’d nurtured a relationship, but somehow things have gone pear-shaped.
Now, let me get on to the whole essence of this blog post…
Let’s start with why I produce a podcast.
One is to assume an authority position and get referrals to opportunities in places and business equity positions. Another one is to ultimately sell products through some of the promotions that I do on my podcast. And, to put back into the bank account of Karma (in other words contributing to the entrepreneur industry with my knowledge, learnings and expertise).
I produce my podcast to help entrepreneurs with information about what I’m good at. What I’ve done, what I haven’t done, what’s working, what’s not working. Helping entrepreneurs turn ordinary businesses into extraordinary ones.
After all, that’s what I do for a living. I work with some extraordinary entrepreneurs. Over the years, and we’re talking a lot of years, I’ve been able to craft what is successful and what is unsuccessful. Hence why I’ve put this podcast together.
Now let’s talk about the mechanics of a podcast.
I publish it on Sunday to the people on my mobile app, so they get it first. Then on Monday, I post it on iTunes, Spotify, and all good podcasts bureaus. Afterwards, an email is sent every Monday or Tuesday to my database to say, “Hey guys, here’s the latest podcast.”
Now that generally gets good listenership. In fact, my podcast is growing nicely. Clearly, I’m putting all this energy and work to have people listen to it.
I feel it’s not stupid to remind people, given that I publish the podcast on a Monday about my podcast on Friday or Saturday. “Hey, my podcast is there. Have you heard it yet?”. Give it a listen! I really think there’s some valuable information there for you that you might like and get some benefit out of. That’s what the email was that was sent. That was the essence of it. So, to receive a reply saying, stop bombarding me. That came really as a bit of a shock.
Now, let me take you back another step.
There’s another excellent book I suggest you should read. It’s called “Mastery (The Modern Machiavellian – Book 1) by Robert Greene.” In that book, he talks about the fact we all make choices. If you want to master something like Yo-Yo Ma with a cello, it takes 10,000 hours for mastery. We all make choices. My preference happens to be entrepreneurship and marketing. I’ve probably dedicated 30,000 hours to its mastery.
I’ve mastered it, but in marketing and entrepreneurship, it doesn’t standstill. It’s not like a tune on a cello. It’s a moving feast. So I have to stay in touch, and I have to keep getting all the latest information.
If you are an entrepreneur and want to grow your business, you need to learn it too. Rather than you dedicate the 10,000 hours, why not listen to me? Why not have me help you? Whatever the case may be, allow yourself to benefit from what I’ve got to offer.
I’d love to be a digital artist, but Mr. Brainwash, he’s done his 10,000 hours. I’m trying to learn how to play the bass guitar. I’ll borrow as many 10,000 hours as I can by finding the best tutors I can find.
This podcast is dedicated to imparting my 10,000 plus hours to those of you in entrepreneurship that want to turn an ordinary business into something extraordinary.
Now there’s another point about my podcast.
In fact, this is a rule for my business. I’ve got 32 extensive rules but that is for another podcast. This particular rule is always provide 10 X the value.
In other words, if I sell someone something for a hundred dollars, I’m not satisfied until I think they’ve received a thousand dollars’ worth of value out of me. If I’ve sold someone a $19 product, I want them to get $190 out of me.
If I give them a free product like this podcast, well, it’s difficult to quantify what 10 X the value is. The information I was trying to promote in this morning’s podcast email was about “Don’t Be Needy”. Because if you’re needy in business, you’re dead. I reckon that’s a pretty valuable lesson. That’s probably 10 X right there.
Anyways, as I’ve said, I’m definitely not perfect. I’m genuinely sorry that I’ve offended my client avatar. In fact, this reminds me of a song I came across this week and don’t ask me why these things crop up. I came across the piece “I’m Not Perfect, but I am Perfect for you” by Grace Jones. It’s an old song. I don’t particularly like Grace Jones, but this song has a great song title when you think about business.
I’m not perfect, but I’m perfect for you. Thanks to Grace Jones! It is one of my mantras now that I am starting to use in business. For me in business, yes, I’m not perfect. But for an entrepreneur, looking to move from an ordinary business to an extraordinary business. I am perfect for you.
My 10,000 hours plus is dedicated to this stuff. And I openly admit that I’m not perfect because I’m still learning and make mistakes. It’s about being real and authentic.
I tell you how I do learn and absorb my 10,000 hours. I am one of those silly people. When letterbox stuffers stuff, stuff in the letterbox, I run out and grab it. Not to throw it straight in the bin and get annoyed but to see what other marketers are doing.
Is there anything there? Is there a gem in there? What’s the quality of the paper? Is there a headline? Is there a picture? Is there something that stands out that I could probably use in my business or may be used for a client’s business?
I’m constantly receiving emails. An email that pops in my inbox doesn’t physically hurt me. If I don’t like it, I delete it.
But if it’s coming from a competitor, an entrepreneur that I admire, or someone that I’ve signed up on their database for two years, I keep the emails. Because there’s something in there, I can swipe, learn from, and borrow.
In fact, episode eight of this particular podcast talks about how you can learn from other marketers. Because if they continually stay in business like I do, and my clients do, we might actually know a thing or two.
So rather than get offended, it might actually be easier to Delete it. That’s what I suggest you do.
Anyway, I appreciate the feedback. I’m not here to criticise feedback, not at all.
I’m not perfect, but a lot of the information I impart is perfect for you.
I will end this with another pertinent point from that Ken McCarthy book called The System Club Letters. The point is, and this refers to me as a marketer.
You need to know your market. Therefore, I like to listen to what people reply to me about, and I get it. Maybe I’m being a bit sensitive today.
As a marketer, you need to know your market, but you also need to lead your market.
The fact of life is that your prospects don’t sit around and think in detailed ways about what makes a real difference in the marketplace. That is your job, or in my case, that is my job.