I met with a friend the other day who is a CPA looking for advice about an online presence – specifically, updating his website and starting a new blog.
My message to him was simple: don’t waste time with purchased lists, fax campaigns or cold calls. Start creating a portal for content – real content – that people will actively seek, read and pass along to others. Give it away – honestly, sincerely, earnestly. Drop everything else, and write something NOW.
This is the problem though, isn’t it? Kind of like a new resolution – what Seth Godin calls “SHIPPING” – while most of us struggle to actually DO IT – take the plunge and exercise every day, or write something meaningful (or not so meaningful) and click PUBLISH, or (fill in yours here) – many of us (individuals and organizations) would benefit GREATLY from stopping the press entirely.
What does that mean? It means stopping everything you are doing – taking down your website, stop sending your newsletter, stop blogging…and see who notices. Kind of scary, huh?
A while back, I took this approach with our church. I took the website down and waited. Yikes. It took over two weeks for someone to call the office and tell us. Maybe a few visitors went to the site and saw nothing, but any way you look at it – that’s a clear message that our website was basically worthless.
By stopping what you are doing, you will better see what needs to be done – that old 80/20 rule – rather than jumping into EVERYTHING (what’s that? a new tool? let’s do it!) without doing ANYTHING well, stopping the press allows you to focus on those things that people actually notice (a.k.a. those channels that are effective).
How many of your current channels aren’t effective? How many tools would you abandon if, after shutting them off, no one noticed?