jMoore!

The Tuesday Topic group provides motivation to write at least once a week, even when life gets in the way. This week’s topic, What’s next?”, is a little too close for comfort, but I’m going to try and tackle it with aplomb.

I walked by a rack of Christian books once and saw a title that has intrigued me now for several years. I did not pick up the book and flip through the pages because the title was so perfect for my own brainstorming that I didn’t want to take the chance the book wouldn’t deliver. The title? Just enough light for the step I’m on.

I’ve always been a planner, almost compulsively. One daughter-in-law bestowed the title uber-planner on me after a wonderful family reunion, and she’s one of the most organized people I know. I’m currently at a stage of life that I have planned for over and over again in very general terms. Now that the specifics are upon me, I can’t plan the rest. I have to trust that it’s time to stop and smell the roses, take each day for the gift it is, and ask the Universe specifically for just enough light for the step I’m on.

Since this is my business blog, I’ve tried to think of a way to relate the what’s next topic to business. I think that the very essence of the online marketing industry is that success comes when you’re passionate about the place where you’re standing right now. Learn as you go, adapt to the changing market, keep your wits about you, and try to figure out where the rest of the crowd is going so you can sell them a map and go the other way, into uncharted territory.

What’s next? Whatever it is, it’s sure to be as good as I make it.

Connie at I am Flamingo describes the worst way a merchant can look at budget cuts. She posted an excerpt from a merchant communication informing her that because their budget was almost gone for February, she needed to take a cut in commissions or sell less so they wouldn’t go over budget. The mentality it takes to write a note like that to a super affiliate brings to mind my days selling small market radio to small minded retailers. These are the same people who want bigger profits in December, but don’t want to stay open after 5 because they want to be home sitting in their recliner when it gets dark.

Connie hit the nail on the head when she implored them to stop confusing their affiliate marketing budget with their advertising budget. She’s right. Unless you’re paying us per impression or click, we are not costing you a dime until we sell something for you! Wake up and smell the coffee or save us all some grief and sell your shares to somebody who knows how to run a real business.

I’m noticing this more and more lately, which I think is because we moved to a rapidly growing smaller town.  I’ll use an ad I saw a week ago as an example, because I saw the ad again this morning and it was partially corrected.

There’s BIG ad in our Sunday paper for an upcoming charity event – Dancing with local stars.  The ad is full of pictures of the participants, who are local celebrities and business owners, i.e. the Mayor.   It looked like a very fun evening and since we’re new in town and always looking for things to see and do, I thought very positively about going.   When is it?  Where is it?  How much?   Call 501-xxx-xxxx for info.

Sorry, there’s not a chance in the world that I will call for more info when I don’t know when or where and maybe not even then.  I hate the telephone.  And even if I didn’t hate the telephone, my attention span is pretty darn short.  So I just ranted across the breakfast table for a few minutes and then forgot about it.

This morning, the ad was repeated in our Sunday paper (can’t be cheap – it’s at least 36 column inches) and now I know that it’s Friday night and costs $25.  I’m still unaware of where it is, because they named the building, but not the address.  We live in a town with 1 university and 2 colleges, so it could be anywhere.  I think the only reason they added the date and cost was because they were having to answer the phone too many times for people who turned out to not be interested.

Rant wrap-up:  If you want people to actually take your offer or event seriously, make it easy for them to find out whatever part they need to know.  The old newspaper rule of Who, What, When, Where, Why and How is not dead.  If you’re only promoting to people who already know about what you are doing, then put it in your newsletter and on your blog where they will be reminded.  If you’re looking for the undecided, then give them enough info to make the decision!�