Hi Ken,
I juts got an e-mail from Bob Serling about improving productivity online with regard to managing "e-zine subscriptions" and the next "big, new, shiny piece of technology".
"Direct Marketing Insider
Issue #19
March 7, 2007
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Please feel free to pass this issue on in its entirety to
your friends and business associates. Better yet, tell
them to subscribe - just send them to the home page
at:
http://www.directmarketinginsider.com
The Internet is Poisoning Your Business
by Bob Serling
Alright, we're more than two months into the year and it's time for a reality check.
Are your sales meeting your projections - or are they already starting to slip?
How are your profits compared to last year at the same time? Are they better, worse, or the same?
For most businesses, their sales and profits are either flat or they're already losing ground.
But why, why, why?
It's pretty simple really. You see, the Internet is poisoning your business.
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Choose your poison
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There are two ways this is occurring on a daily basis. First, there's just too much information available. So most people feel overloaded with everything they need to read to keep from falling behind.
Second, almost every day your inbox is filled with promises of "the next big thing" that's going to change the way you do business forever. It may be a new technology or a new way of marketing. But no one can possibly keep up with all these new tools, let alone master each and every one of them.
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It's time to detox your business
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I live in San Diego, which is really dessert property converted to high-priced homes, golf courses, strip malls, etc. But as much as we've prettied it up, it's still a dessert. Which means that every year, dozens of people get bit by rattlesnakes - many in the back yards of their own suburban homes.
So what do you do when you get bit? Do you just ignore it, tell yourself, "Hey, it's just a little poison", and keep weeding the garden?
Of course not! You hightail it to the emergency room and get a shot of anti-venom to reverse the effects of the poison and prevent it from doing serious damage.
But with information poisoning, you just keep piling it on. "I've got to read more. I've got to get a jump on this hot new software. I've got to use this new marketing strategy before everyone else does".
Which translates to, "I've just been bit, but it's only in the leg. No problem, I have another leg, so I can just keep going. It probably won't slow me down too much if I just drag the injured leg along".
And this goes on over and over again until you're no longer effective. And whether or not you agree with me - poison deludes you into thinking YOU are the one person who can handle it - your sinking sales and profits are proof
positive.
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The information poisoning antidote
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OK, so where does all this frantic activity and willingness to keep poisoning yourself come from?
Fear, plain and simple.
Fear of missing out on the next big thing. Fear of falling behind. And fear of your competitors getting an edge on you.
But I've got news for you. Those fears are actually limiting your effectiveness. And, because your competitors operate from the same fears, they're just as ineffective as you are.
So whoever derails their fear first will win the game. How do you do that? Let's go back to the two main sources of information poisoning.
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Antidote #1: Too much information
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This one is really easy - although it may seem painful at first. Put a limit on how much you read. In fact, aim to reduce your reading by 75%.
Instead of reading all those ezines and offers as soon as they hit your inbox, put them in a "to read" folder. Once a week, delete everything in the folder that you haven't read. And prepared to be shocked by
how much of it you haven't read.
Turn off your email notification tone. Most of us react like Pavlov's dog, interrupting whatever we're doing to jump over and check the incoming email every time the tone is heard. Try to check your email just twice a day, once in the morning and once in the afternoon, instead of becoming a slave
to each and every email the minute it hits your inbox.
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Antidote #2: The next big thing
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Forget about being first to discover and use the next great technology or marketing technique. Most of them aren't nearly as good as promised. And I've never seen a case of it being truly necessary to jump on something
or miss out. If the next big thing truly is that big, you'll have plenty of opportunity to use it - but at your convenience.
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The final step
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Now that you've learned to identify these snakes in waiting and avoid them, you'll have a lot more free time on your hands. Make sure you devote that time to the tasks that will have the greatest impact on
your business.
Take a few minutes to define precisely what those tasks are for your business. Make a list of those tasks, then check yourself against this list every once in awhile to make sure you're staying on track.
Within a short time, your sales and profits should be back to where you really want them to be."
Thanks for your interesting insights, Ken. You post a lot of good stuff. I hope (know) you'll be getting quite a few more gold dubloons in the near future!
Best Wishes,
Tom