Seth Godin vs. Angelique: You’re Both Right

In a recent article by Angelique of Angelique & Friends Marketing Communications, an opinion is cast about one of the foremost marketing minds of our age, Seth Godin, who wrote about accountability in marketing in a recent post entitled Are You Responsible For What You Market?

Angelique makes a good argument for taking on clients who may be selling something that you’re not exactly a huge fan of.  Even if you don’t like it, it may be simply a personal preference that you have to work through before you’ll take on the work.  Perhaps they have bad taste, but they’re still looking to you to help them market whatever they’re selling, and as your client, expects you to complete the work they hire you to complete.

On the other hand, I completely agree with Godin because I believe the spirit of his article is in reference to marketing products that are tied to breaking a core moral value.

Selling ugly clothing doesn’t question someone’s morals.  It simply grates on a personal preference.  If the ugly clothing was made of meat from cattle who were beaten to death by golf clubs, then it would be a different story.

If the company that wants to hire you operates their business in a way that violates your core values, regardless of what they’re selling or what they’re paying you, saying yes to them is going against those values, and that’s not something you can afford to do.  It doesn’t matter if 99 out of 100 people don’t share the values that you do…the bottom line is that you need to stand up for what you believe in.

One example I can think of are the voice-over artists that participate in the radio marketing of some products that have no social benefit and are designed to prey on the unsuspecting, uneducated individual.  One of my goals in life is to do commercial voice-over work.  If I were offered a gig where I would be recording my voice promoting something such as a debt consolidation company, I’m simply not going to take the job, because I don’t believe the company is operating in the best interests of the client.  I will do my research on their business practices before helping them endorse something I don’t believe in.

I think it all comes down to standing up for what you believe in, whether or not it’s wrong or right in the view of others.

Cash is King: Lower the Rate

(Note: I’ll preface this by letting you know that a credit card is the devil.)

Today, while using a credit card that I usually use, that I’ve had for over 10 years, which has a limit over $20,000, to pay an important bill, I was declined.

What?  Declined?  How can that be?  Here’s how.  My credit card company (AT&T Universal Card), in their infinite wisdom, made an executive decision to tighten my credit line to the balance on my account.  In a time when cash flow is king, and required to continue moving the parts of the machine that allow me to make an income, the last thing you want to have happen is this, as it completely eliminates your cashflow.  When I asked them why, they told me they ran a check on my credit report.  Why would they do that?  I don’t believe they did it.  I think they’re just telling us that and the real story is that they’re scared to death that they’re too exposed.  That’s fine and dandy and all, and they have every right to do so, but let’s be reasonable here!  No letter, no phone call, no notification at all.  Ask forgiveness instead of permission right?  Get this…I was paying my AT&T phone bill with my AT&T credit card!

As a 100% commissioned sales person, my income depends on the closing of the next sale.  Expenses that have a return on the investment, such as placing sign posts, sending out cards, subscriptions to various marketing services, and oh yeah, my monthly cost to the brokerage, are typically floated on my “business line of credit,” or, the credit card that I choose to use to fund my operations.  Whether it be a small monthly fee to DocuSign, or my brokerage fee, the credit card is a critical cashflow tool that makes it much easier to manage my monthly expenses.  One payment at the end of the month, easy to track, no problem.

Closing a sale results in me paying off the balance in its entirety at which point I realize my profits and recover my operating cash.  Due to the recent (pardon my french) banking bullshit that we the little guy have been forced to feel through the disgusting practices of some extremely greedy people at the top, many of us are no longer able to pay the very bills that we need to pay in order to continue making money.  How can a credit card company cut off my purchasing power…the very line of cashflow that I need to generate income?  Well, they can and they do.  But that’s just one part of the story.  The interest rates that credit card companies charge are yet another piece of this idiotic puzzle.

Interest Rates are Criminal

After a long phone call, I was able to get my rate reduced from a criminal 29.99% to 12%.  Others have not been so successful.  One colleague recently called the credit card company to have her rate reduced and instead, they eliminated 90% of her purchasing power.  They dropped her from $20,000 to $2,000, and didn’t even giver her a rate reduction.  I was rather shocked to find that I had been increased to a criminal rate.  I’m tempted to never pay them back at all, but that would not be the right thing to do.

I’m not sure how I managed to get the rate reduced, other than being good at sweet talking the operator, but I did get it reduced, and thankfully, they also went back 6 months and credited me the difference of 29.99% and 12% because I had overpaid unjustly.  Missing a payment by one day will screw you so hard your head will spin, and they usually just apologize at you and say there’s nothing we can do.  “You’ll have to contact Experian,” they say.  “They’ll be able to show you why we made the decision.”  No maam, they will not.  They will not be able to show me why your credit card company decided to limit my purchasing power.  They will not be able to show me why my rate cannot be reduced to retain my future business.  All they can do is show me my credit history.  They have no idea how to read your mind anymore than I do.  I have no idea what your executives were deciding when they made the call to cut off my cashflow.

$1000.00 at 30%

I’ve written about this before, but there’s no doubt that it needs to be known by all who use a credit card (which I will reiterate takes extreme financial discipline, which most people don’t have.)

A card with a balance of $1000.00 usually requires only a minimum payment of $15.00/month.  You can buy that new laptop for only $15.00/month right?  Not so fast.  Let’s assume you pay $25.00/month instead of the minimum of $15.00.  At 29.99% annually, you will be paying somewhere around $4300 for that $1000.00 laptop and it will take you 15 years to pay it off. CRIMINAL!  If you fall into this trap once, that’s okay, get yourself out as fast as you can.  If you fall into it more than once, you’re an idiot.

The real lesson to learn about finances is that when you owe someone money, you become enslaved to them and the freedom to experience life as you were designed to experience it is virtually eliminated.  If you can, at all costs, and all interest rates, avoid credit cards entirely.

The Ides of March was a Disaster

In February, I spent a rather inordinate amount of time developing the very blog you are reading.  I started from scratch utilizing pieces of CSS code that I gleaned from the brilliance of others and began building the layout for this site.  Since I was impressed with the type of following Darren Rowse had built at ProBlogger.net, I thought I would give it a shot, and thus The Executive Apprentice theme was created and I began writing frantically to keep up with the rest of the blogging world.

It became very tiring very quickly and there was little reward.  My focus was all wrong.  I was too interested in developing some sort of mastermind marketing plan to generate passive advertising income overnight that I forgot that offering value to the reader was the key to keeping people interested.  I then realized that the only thing that could successfully keep my writing up to par would be real life experience.

If you think you can sit down and write about nothing hoping someone will read it and find value in it, and your focus is one thing and one thing only (money) then you may be doomed to fail.  You really have to have something of value to offer your prospective readers.

One of the attempts I made at cashing in on blogging (granted, I know I didn’t really give it enough time and the reason for that was unemployment) was hooking myself up to entrecard and project wonderful.  Not so wonderful.  Entrecard turned out to be a group of sad bloggers trying to click their way to stardom through credits they’d earned simply by visiting thousands of sites over and over again.  That turned out to be a complete waste of time.  Project wonderful was implement way too quickly to be effective.  The time committment needed just to manage the advertiser content was way too intense.  I also implemented some google advertising, but the results consistently offered competing products and services to mine and my inexperience has proven to be detrimental to the development of a solid advertising campaign on my site.

So, I thought I’d give away something for free to generate traffic.  I offered an Ides of March 19″ Flat Panel display thinking it would generate a boat load of traffic.  After all, who wouldn’t want a free computer monitor?  I had plenty of stock at the time, and I thought giving one away would be good publicity for the site.  Basically it backfired when I found out that I would no longer be working where I was working and I suddenly had no income.  I had to abandon the contest and sell the monitor to recover my losses.  To those of you who entered the contest, I offer my sincerest apologies.  There were only a handful of people who even took notice.

So, onward and upward…

Jack Of All Trades, Master of None

A pilot flies the plane.  He doesn’t fix the engine.  The technician installs the indicator lights, but the pilot needs only to know one thing.  What does it mean when it’s on, what does it mean when it’s off…

Finding yourself wasting time on tasks that you, to be frank, suck at?  Quit doing those tasks.  When you’re building your business, there’s something to be said for knowing what the indicators are, but that doesn’t mean you need to know how to take them apart and put them back together again.

In the world of blogging, which is basically marketing through copy editing, it’s critical that you find your place and pursue it.  Some of us design templates, some of us program features, some of us can do a little bit of everything.  While it’s nice to be able to say, “I know how to do that,” it can very easily become your downfall.

There are only so many days in a week, and so many hours in a day.  Spending your time working on a wider variety of tasks will make you a well rounded individual with an average compensation.  Why?  Because the more you show you know, the more they’ll demand, and likely without increased return on your invested time…and then you lose one important opportunity, the opportunity to strive for excellence in one area.

People who focus on one thing develop their craft to a much higher degree than those of us who attempt to do it all, and therefore are worth more.  In the search for purpose in this life, it’s fun to explore many different ideas.  It’s exciting to apply your talents to more than one area, but it will be even more rewarding if you become an expert in your field.  You might even find that focusing on one path opens up doors you thought would never appear.

The key to financial wealth and freedom in this economy is developing a support network and farming out the tasks that you just plain suck at.  Anyone who has built a successful business can tell you that.  Don’t spend your time doing what you don’t know how to do.  Evaluate your processes, make sure you understand how they work to help your business, but find the right person who is an expert at that task…or machine :) .  Robots never talk back!

Ning.com

I was sitting in my favorite coffee shop today, INZA Coffee (happens to be the closest one to me with free WIFI), when I overheard someone speaking about a blog that they had put up in the past week that had received over 150 subscribers in that time alone. [Read more...]