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December 18, 2006


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Just wanted to thank you for your optimistic message and clear langage -- even for me, not fluent in english. I am an "independant professional" and I certainly need to perform a better marketing for my services. This helps.

Shel Horowitz

One marketing mistake I made was, years ago, shortly after my book on having fun cheaply (The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant's Pocketbook) was published, I announced to the media that Thoreau was the first penny-pinching hedonist, and that I was going to do a graveside reading from Walden on his birthday to prove it.

He is buried in Concord, Mass., about two hours from my house. I notified the media for throughout eastern Massachusetts; not one showed up, and neither did the public. Fortunately, it was a beautiful sunny day and I was very entertaining to the two or three people who happened to be walking by.

The good that came out of it: I described my plan ahead of time on a discussion list, and it caught the attention of Dr. Joe Vitale, who has since become one of the best-known marketers in the country. He contacted me about using the example in a book on publicity stunts, but it didn't make the cut when he found out it had failed.

But...Joe started referring a few copywriting clients to me, and later gave me an endorsement for one of my books and done various other favors.

Sally J,  The Practical Archivist

I think "paralysis by analysis" is a brilliant phrase! Unfortunately, it's something I've struggled with time and again.

-Sally J.

Sharon Lutz

Several weeks ago, I was following up with a client on an ongoing project by email.
I sent an email outlining the next elements we needed to consider in the design plan for his home, ( I am an interior design consultant), and to check in on progress with lighting and furniture purchases.
Unbeknownst to me at the time, I mistakenly sent the email to someone with the same first name and similar address--a previous contact who had not hired me, but whose autofill info was still in my system.
The following day, I received an enthusiastic reply from this non-client saying in sum " I'm not sure when we talked, but yes! I do still need help with lighting and furniture..thanks for checking in.."
I was mortified about my mistake, but also curious.
Could I now gain this client thru my accidental mailing? And shall I admit my error or proceed unencumbered?
I crafted a reply including my acknowledgement of the irregular path by which we were again in contact, along with more information about my services.
I wish I could say that this did result in a "recovered" client. I didn't hear from him again.
But, I did have that experience of carrying on, and trying something to recover my footing after a slip. I've thought more about how I could have approached my reply, and remembered that even this non-client was happy to receive a check-in.
And I was reminded that I won't evaporate if I make a mistake...even if I admit it!

Judy Murdoch

In many ways I'm a perfectionist and waste enormous amounts of time trying to find the perfect graphic or word.

But one thing I don't agonize over is proof-reading my writing because it bores me. The problem of course is my emails are full of spelling errors, extra words that I forgot to remove during rewrites.

In the late summer I began promoting my More Referrals teleclass and the first announcements were a disaster. In my nervousness I managed to botch the link and sent people to a website that had nothing to do with the class. I also got the date wrong at least twice, the form I created didn't work, and the shopping cart link didn't work.

I'm very fortunate to have some patient colleagues and clients who have graciously pointed out the errors (and pointed out that maybe I need to hire an assistant to review my work).

And then there are the really BAD presentations I've made. I did a guerrilla marketing presentation to a small business group and someone later told me (as kindly as they could) that several people said they "wouldn't want to work with me" because my presentation was so stiff and tentative.

I guess I've had to reconcile myself to the fact that it's more important for me to get my message out to those who need what I offer than to be as polished as I'd like.

Definitely keeps me humble.

Judy Murdoch
Highly Contagious Marketing
Denver, CO USA

Lyle Lachmuth - The Unsticking Coach

Excellent advice Robert!

It's kind of a parallel to Time Management notion of focusing on the Important Few vs. the Trivial Many.

Some recent research in Neuroscience supports your notion of focusing on future, big picture stuff.

As always, great thoughts -- thanks, Lyle

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