August 2nd, 2009
by Lorrie Thomas
I received an email from a friend/colleague a few weeks ago.
He mass-emailed (passive communication) a bunch of web people and marketing professionals that he connected with over the years, stating that he was “looking for people to take on his marketing for no charge (AKA get paid a percentage of sales for results only) because he spent so much money ‘on marketing’ but wasn’t seeing any results.”
I read the email and I was pissed.
PISSED. (OMG, so pissed!)
It took me a while to realize why I was so upset. It took one of my many “de-stress walks” to give me the space to ponder his victim-like, responsibility-projecting email and reflect on why his note got under my skin. As somebody who cared about him, I figured out the issues…
MARKETING DIAGNOSIS:
1. Professional ADHD (no clear focus). I watched this professional from the sidelines since 2006. First he was a corporate speaker, then a wellness expert, then a strategic deal maker to bring companies to other companies. How the hell can you make your marketing work if you don’t know who the hell you are? Marketing RX: Commit to who you are, what you do and who you serve. If you don’t have focus, you better believe your marketing money will not go anywhere (how can it if you don’t stick to a plan?)!
2. Trust Issues. I observed this colleague hire “the best web people”, “the coolest graphic artist” then turn around and say he didn’t like them weeks later. The problem wasn’t the talent he was hiring, it was the person hiring the talent – HIM! He couldn’t trust people to do what they did best, so great work never happened. His “I know everything” ego got in the way of the talent he hired being able to execute brilliantly. They would get frustrated and bail on him. If you don’t know who you are (see diagnosis #1 above) and what you want, trust will be hard to find… Marketing RX: In order to trust others, you have to trust yourself first. If you have issues with that, stop and check yourself before you bring other professionals into your ring. They can’t fix your internal issues, only you can. And ask clarifying questions. Respect that you can’t judge what you don’t understand and be willing to get educated in the process.
3. Victim Complex. No matter what “professional label de jour” this guy rode, he always seemed to get into deals where he was “not getting results” or “getting the short end of the stick” Victims will always be victims if they choose to be, and the email that was sent (a weak cry for help) was clear proof that this guy was not ready to claim his success yet. He was emailing other people asking them to own his success when he had no clear plan! Marketing RX: Don’t be a marketing victim. The only way out of victimization state is by doing personal work, it starts with you. Have a business plan, research what you don’t understand and make educated choices and be willing to invest in your success.
4. Responsibility Projection. The ownership of “success” (which this man still has yet to define) was projected onto other marketers. Marketing is a partnership. It takes two to tango, but if a professional wants to win in business, they needs to be willing to step up and own the responsibility. Marketing RX: Take responsibility for your success. Marketing companies are your support system, not the WHOLE system! Do what you do best and pay others to do the rest. If you can’t afford professionals, self-educate and do it yourself, there’s lots of options. Success comes in CANs not CAN’Ts.
In the end, I realized the reason I was so angered by this email was because I really care for this guy… He is passionate, talented and has so much to offer. Watching him for so many years just spin, without learning or improving and not going after what he wanted (because he couldn’t commit to what he wanted and own it) was tough to swallow. This was a marketing therapy issue that I could not resolve and I hate it when I can’t save people from being dangers to themselves and others. 
Marketing Success Begins with YOU…You need to be damn sure you know who you are, what you want and be ready to manage people to help you get there. IT IS HARD WORK but if you are in the game, you can play to win.
Teams like mine rock companies when we partner with professionals who are ready to roll up their sleeves and play to win.
I’m tempted to send this guy a reply and share my diagnosis, but part of me thinks the healthiest thing is to let him learn on his own….I welcome thoughts on how to reply to this colleague/friend.
When you are ready to own it, then success is on the horizon.
Learn, Live, Grow and Love what you do. In doing so, you will attract winning results.
Follow me on Twitter @webtherapist for more tips and Join our Facebook Group “Web Marketing Group Therapy” for free tips, advice and spoonfulls of marketing sugar!
Web Marketing Therapy Related Links:
- Marketing Motivational Quote – Can You Handle The Truth?
- Responsibility + Relationship = Rewards
- Marketing Diagnosis: Projecting Sales Responsibility onto Web Technology
- Web Marketing Intervention – Email Bankruptcy
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eVisibility
(August 3rd, 2009 at 11:48 am)
Lorrie,
This was an awesome post! You said what we all think on a daily basis. I am sending this to my team and I feel that it will be a great read for our sales team as well. It shows them that they need to get the client to commit and participate, rather than being a “what am I paying you guys for, you do all the work,” type of client.
Our clients that take ownership and an active roll are our most successful by far. And this comes from years of experience with hundreds of clients big and small.
Lorrie Thomas
(August 3rd, 2009 at 11:06 pm)
Thanks Miguel (or shall I call you Mr. Visibility?) Clients do need to own their success and it is also our job as marketing professionals to ask the critical questions:
-Who are you?
-What do you do? (products/services) and value of services
-Who do your serve? (target markets)
-Revenue channels
It is usually a red flag when people can’t answer this stuff
Glad this was a post that was share-worthy!
-L
Carma
(August 4th, 2009 at 12:34 pm)
Hi Lorrie,
This was an excellent post. How often to many of us entrepreneurs fall into the trap your friend fell into? When things do according to our dream, it is easy to blame others for what are really our own short-comings and lack of planning.
And then there is the self-doubt and fear. When you are so passionate about something, fear that you might not succeed has caused even the best of people to “just spin, without learning or improving and not going after what he wanted”.
Thank you for the post!
- Carma
Lorrie Thomas
(August 7th, 2009 at 12:51 pm)
Hi Carma!
Thanks for the message. I love your points – Playing the blame game is a serious entrepreneurial no-no!!
Great to know you! Keep reading!
Hugs,
L