Do. Love. Walk.

You see them all the time. You come across one and think, how in the world is this even possible? Sometimes it’s a $5 million business and sometimes it’s a $500,000 business. 

I’m talking about websites. I’m talking about the ones that suck. 

Like most of you, I visit websites on a daily basis. And, every day, I’m amazed at what I see, not because of all the awesomeness that’s out there, but rather because of all the CRAP I see out there!

So, for all those “crappy” website owners out there (you know who you are), here are 14 reasons why your website sucks…

Your website is NOT mobile-friendly.

Your website has NO call-to-action.

Your website does NOT provide quality content.

Your website is NOT up-to-date.

Your website is DIFFICULT to navigate.

Your website does NOT have a phone number anywhere.

Your website is NOT optimized for search engines.

Your website has a FLASH intro video or animation (or uses Flash anywhere).

Your website does NOT connect with your social media profiles.

Your website is NOT optimized for load time.

Your website has NO clear message.

Your current website design is MORE THAN five years old.

Your website does NOT use a content management system (CMS).

Your website does NOT drive your bottom line.

Put all these together, and you have the "perfect storm" of a bad website. Certainly, there are many more reasons. Sometimes I look at a website and can’t even verbalize what’s wrong with it – it’s just so bad, I don’t even know what to say!

If you read this list and more than one or two of them apply to your website, I urge you to do something about it. Whether you know it or not, a poor website in any industry has an effect on your business. It’s often the first thing your prospects will experience related to your brand. If you lose them up front, you’ll probably never get them back.

While we can definitely help (and our website pricing starts at just $3,000), I’m not saying you have to go with us or even hire someone from the outside at all. Many of the issues on this list can be addressed without having to start over. But, it will take some time and effort, and a little bit of research if you do it yourself.

Don’t let your website sit there and suck! Do something about it. 

I hate country music.

Being raised in Texas, you might think otherwise, but I cannot stand it. At my annual "Guys Weekend" trip this past weekend, we shared control of the music selection, each of us connecting to the bluetooth speaker at different times.

My brother-in-law (we'll call him Mike) took control at one point. Before I knew it, he went from some great 90's alternative to 2013 country. Blah. After probably 15 twangin' songs about losing dogs and girlfriends, I was just seconds away from cutting my own ears off to stop the madness! I finally stole back the DJ spot and immediately pushed some Jay Z into the speaker. Ahhh...relief.

My hatred toward country music (and the love Mike has for it) is proof that some things are just meant to work together. For me and country, this is not the case.

The same is true in business. When I'm meeting with a prospect for the first time, my goal is NOT to "sell" them something. My goal is to find out if what we're good at is a fit for what they need. And, in many instances, it's not. Usually, I'll know it before they do. 

Here are four things I've discovered that tell me right away whether or not we'll be a good fit...

The #1 question is, "What does it cost?" If price is the biggest issue for you, we're not the right partner. I know we're not the cheapest. I also know we're not the most expensive. I believe you get what you pay for, and what we do, we do well. I'm always very open about our pricing (to the degree that we now have straightforward pricing sheets for each of our services. It is what it is.)

There's a three-quote RFP process. Somewhat connected to #1, if there's a Request for Proposal (RFP) process, we're typically not the one that ends up on top. In my opinion, RFPs are 97% based on price - even though most claim that the decision is based on several factors. If it's all about the RFP, how can someone know if the people on both sides of the project will get along? How do they know whether there are additional elements that should be considered? An RFP process, for our industry anyway, is a flawed process.

The expectation of content marketing, SEO and/or social media is to drive business within the first couple months. It's a cheesy comparison, but what we do is closer to a marathon than a sprint. Or, like the Tortoise and the Hare, it takes focus and time and effort to win. Each campaign is different, and although we don't usually get into long, lock-in contracts, we do stress that what we do takes time. If you're looking for overnight success, we're not going to be a good fit.

The meeting is 100% about business. If you're familiar with the DISC profile system, you'll know exactly what I'm talking when I say I'm a "high S". DISC is a personality assessment tool. S stands for "Steadiness" - ie. it's all about cooperating, being patient, and listening; but it's also about valuing loyalty and helping others. When I meet someone for the first time, I want to get to know them personally. I want to understand where they're coming from, what's their biggest challenge, why they are where they are, etc. If all you're interested in is talking business, there are plenty of folks out there who don't care for the personal relationship and just want to "get it done" - that's not us. We are truly interested in creating success for our clients, and for that to happen, we have to know what "success" looks like, deep down and not just surface level success. For those not familiar with DISC, here's a breakdown:

We're not a fit for everyone, and I know this. The sooner we find this out, the better for all involved. The same is true in your business. There are some clients that are better clients. There are some that just don't fit. Don't take on a client just because they have money. Take on a client because you KNOW you can help them. Take on a client because it's a great fit!

Have you read The Art of the Start, by Guy Kawasaki? I was reminded how great a book it is as I started listening to it again earlier this week. Highly recommended for anyone starting a business or growing a business.

So, one point stood out to me yesterday. Kawasaki is making a point about pitching to investors, and he argues that people tend to make statements without any backup or "why." So, he suggests imagining a little man on your shoulder that says, "So what?" every time you make such a statement.

I thought that's a great way to think when it comes to SEO, social media and content marketing, in general!

"Our product is seven times faster than the competition."

"So what?"

"We improve the efficiency of your computer network."

"So what?"

"Honest pricing with no hidden fees."

"So what?"

Clearly, these are all solid points to be made. But, answering "So what?" will make them stronger. And, the "So what?" question can lead to so much more - a blog post about how hidden fees can really add up and make a difference in the bottom line; a whitepaper focusing on the inefficiencies of computer networks and how businesses are affected; a video series comparing competitive products on speed and the results that occur when speed is taken into account. 

Next time you're thinking through your marketing copy or social media post or brochure content, ask yourself...

You know what I've found to be the hardest thing for business owners when it comes to content marketing? 

A quick reminder of the definition of "content marketing": 

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.” (as defined by Content Marketing Institute)

So, what's the hardest part of that definition to implement? 

RELEVANT and VALUABLE

Myself included, as small business owners, we're all about attracting, acquiring and engaging, and we're especially fond of "driving profitable customer action," right?

The challenge is in making our content relevant and valuable to the customer or prospect. We can talk about our products and services all day long. We can spew features and benefits out the wa-zoo! We can produce a great sales video or write an awesome introduction about a new product or service. 

All those things have their place, but truly effective content marketing has the goal of being genuinely relevant and valuable to your audience. 

What this means for you will vary. It could mean talking about what your product DOES NOT do. It could mean a side by side comparison of your service and a competitor's. It could mean addressing something that's not specifically connected to your product, but rather a related topic that's relevant to your audience. 

When you're going through the content marketing strategy process, the biggest question should always be: How is this relevant to our audience?

If you can answer that question in the positive, you're heading in the right direction.

So, this morning, I accomplished a new PR (personal record) for the dead lift. I lifted 305 pounds, which is 30 pounds more than my last PR about three months ago!

To put this in perspective, I weigh 158 pounds. Five months ago, I about passed out after my first CrossFit workout. So, today is a big deal.

But, it's not like I dead lifted 275 pounds a few months ago and then showed up at the gym this morning to try again. I've been working out 3-4 times a week almost every week since. And, even though we've only worked on dead lifts a few times in the last three months, by working on every other muscle in my body, my dead lift clearly improved.

Content marketing (and just about everything else in life and business) is the same. If you want to provide great content to your customers, you have to write, produce, create, build content. Greatness is not just going to happen overnight. 

According to Content Marketing Institute's Joe Pulizzi (in his new book, Epic Content Marketing), ultimately your goal is to "be best of breed" with your content. You want to provide the BEST content available in your niche. But, just like an athlete, you don't become an Olympian in a day...or week...or month...or even a year! It's takes years of practice and hard work for a gymnast to perfect her craft. 

It may not take years, but it will take time to find your voice, to get comfortable producing content for your audience. 

Get started. The only way you'll improve is to get going. 

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Photo Credit: The Library of Virginia via Compfight cc

I've been involved with Sandler Sales Training at The Ruby Group now for a little more than 2 years. You may or may not have an opinion on "sales training" - some people think it's great and others consider it a way to learn how to "trick" prospects into buying stuff using certain techniques, etc. 

What I've found is that all of the technique stuff is not about TRICKING anyone, but rather about trying to help me and them come to a point where we realize 1) NO, we can't help you, and that's okay, 2) YES, we can help you or 3) we can help you, but right now isn't a good time for one reason or another.

One way to help a prospect (and yourself) know if you can help them is to share what Sandler calls a "third-party story" - an example of another client that was/is in the same situation. 

Like this...

Mrs. Prospect: "We tried SEO in the past, and I feel like we got screwed. They said they did all this stuff, but I never really saw it. They said it was all 'behind the scenes' and that I couldn't really 'see' what they did."

Me: "I hear you. You're not alone on that one. In fact, we're just now working through a similar situation with ABC Construction. Two years ago, they had someone come in and do some SEO work. They paid a good deal for the service but didn't feel they got what they expected. What John at ABC Construction has really liked is the way we communicate throughout the whole process. He's comfortable asking questions, and we're proactive about letting him know what we're doing at each step. It was difficult for John to make the jump into working with another SEO firm after his first experience. But, I know for a fact that he's much happier now about making that decision."

What would a typical salesperson's response to Mrs. Prospect's statement sound like? The points could be the same, but pitched more as a sale than a story...

"Well, we have a process that communicates every step of the way. We'll provide a deliverable after our initial kick off meeting that details our recommendations for keywords. After that, we take your approval and write code and content for all the pages we'll be targeting. You'll get a chance to review that document and provide us with feedback. We'll also run a baseline report that shows where you're showing up on the search engines now for all those keyword phrases. And, we'll give you a report each month that shows everything we've done, and how it's affecting the results of your rankings and site traffic. (etc., etc., etc.)"

See the difference?

Option one allows the prospect to put herself in the example's shoes, and it shows that we understand her situation because we've dealt with it successfully in the past.

Option two addresses her concerns, but in a more "telling you what we can do" manner. It's all correct. It's all on target. It shows we know what we're talking about and we have a process to make her life better this time around. But, it just doesn't come across the same way as the third-party story option.

Putting this into practice for yourself:

So, what can you do to put this into practice yourself? Start by making a list of the typical "objections" or questions you hear. Then, think back to current or past clients that had that same question/objection when you first met with them. Write down the details of their story, and make a mental note of it. Next time you hear that question, bring up that third-party story.

You'll be amazed at the response. Especially if your automatic response to these questions is to answer them like option two above!

Would you ever start a conversation that way?

(Don't answer that. Let's just pretend you wouldn't.)

But, do a little exercise for me. Open up your company's proposal. Open up your PowerPoint presentation. Think about your "30 second commercial" for a minute.

What do the first few slides/paragraphs/statements look like?

"We're in 57 countries. We offer 14 different products. We've been around since 1982. Our products are better than any other products out there."

Sound familiar?

People don't care. It's just the truth. Okay, maybe they care a little bit. But that's not the #1 thing on their mind.

So, what IS on their mind?

I'm frustrated with ____________

I need help with _____________

I don't understand _____________

I'm stressed about _____________

I don't have time to deal with _____________

I'm not even sure WHAT would help me. I'm just trying to figure things out.

Next time you give a presentation, share a proposal, go on a sales call, whatever...do me a favor. Leave behind the PowerPoint slides that brag all about you and your company. 

Instead, bring a list of questions that will help your customer/prospect/audience to express what it is that THEY want out of the discussion. Be genuine about wanting to help, not to "sell."

If you've got kids in the range of 5 to 15, you've probably run across the "Rainbow Loom" in the last couple months. If not, it's coming, so beware!

This phenomenon involves hundreds of little dime-sized rubber bands that kids stretch over the plastic loom, twisting, bending, and wrapping every which way to make one of a million different bracelet styles.

My 8 year old and 11 year old spend hours a day making these things. (A great distraction tactic as a parent, right?!?) Mostly, they watch YouTube videos of other kids teaching them how to do a new style. There's one little girl who's got to be 10 or 11 who I hear all the time on the iPad as they watch, pause, bend/stretch/pull, un-pause, watch, repeat...

As I walked in the room the other day as the boys were working hard on a new looming skill, I heard what appeared to be a man's voice. I said, "That's the first dude I've heard teaching how to make those things." 

"I think he owns a store or something that sells this stuff," Isaac (11) replied.

A perfect example of content marketing. A small business owner who sells Rainbow Looms and little rubber bands using video to show kids how to use the loom. 

The Content Marketing Institute defines content marketing like this:

"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."

Many people get overwhelmed when they think of creating content - blogs, videos, white papers, etc. This guy probably spent 5 minutes creating a quick video showing how to make a bracelet. 

Mark it down, things do not "just happen." Ours is not a random whistle-in-the-dark universe. There is a God-arranged plan for this world of ours, which includes a specific plan for you. And through every ordinary day and every extraordinary moment, there is a God who constantly seeks you. The God who loves us and redeemed us...is there, and He is not silent.

Photo Credit: Ben Heine via Compfight cc

Love this from Seth Godin this morning...

Coordinate and amplify

If you've got an idea or you're working in marketing, the temptation is to seek out and evangelize those that 'don't get it,' to find and sell to the skeptics.

In fact, real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you.

Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.

I like this best: "...real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you."

Yesterday was a tough day. There are a million things that ultimately made it so, but do you know what was most difficult of all?

Putting the needs of others before my own. 

But, do you know what else? It was also the most rewarding and personally satisfying thing I could have done! 

I drive around with the u>me icon above on my back window. Certainly, the goal is to make other people think about putting others first as they're driving behind me. But, the unintended side effect is that when I look in the rearview mirror, probably hundreds of times every single day, I can read the sticker myself.

It makes me think twice about speeding around someone or showing impatience as I'm driving. It makes me think twice when I'm frustrated with anything - the way someone's driving, a disappointing meeting I may have just left, driving to school for a kid who forgot his lunch, whatever...

As I was talking to a friend yesterday, I pointed out, though, that it's the hardest thing in the world. It's much easier to be selfish. It's much easier to say, "Someone else can deal with that." It's much easier to choose what makes me feel good. It's much easier to avoid eye contact with that guy holding the sign on the corner. It's much easier to say, "I don't have time for this."

But, "easier" is not always better. 

"Greater love has no one than this, that he lay down his life for his friends." (John 15:13)

When we put others first, we're showing love. When we put others before ourselves, we make them wonder, "Why are they doing that?" When we put others first, we are becoming more like Christ. 

I'm listening to The Go-Giver again. It's probably the 6th or 7th time. I can never get enough of this book...or more so, the concept.

If you have not read this book, stop whatever you're doing right now and go buy it and start reading it as soon as possible.

One thing I've noticed this time through is the various examples/characters in the book and the different businesses they each represent. It really shows that the "Go-Giver mentality" spreads across every possible business, as well as life situation. 

Whether you're a restaurant owner, the CEO of a large company, an insurance agent, a sales rep, or whatever, the "Five Laws of Stratospheric Success" will apply in one way or another:

1. The Law of Value: Your true worth is determined by how much more you give in value than you take in payment.

2. The Law of Compensation: Your income is determined by how many people you serve and how well you serve them.

3. The Law of Influence: Your influence is determined by how abundantly you place other people’s interests first.

4. The Law of Authenticity: The most valuable gift you have to offer is yourself.

5. The Law of Receptivity: The key to effective giving is to stay open to receiving.

Photo Credit: Terry Hancock www.downunderobservatory.com via Compfight cc

Sometimes I get caught up in my own little problems or issues, stresses and challenges. (I know, I'm the only one...) I think, "Geez, why is this so difficult?" or "Man, can it get any worse?"

As I ran outside this morning as part of our CrossFit workout, it was still dark and the early morning sky was as black and clear as it's been in a long time. The stars shown so bright, it was insane. 

As I ran, though (in pain from the previous 50 minutes of pushing myself beyond what should be normal!), I wasn't amazed at God's hand in that beautiful scene; I was complaining about the cramp in my side.

How stupid am I? I have the health to even show up to the gym. I have a car to get me there. I have friends to hang out with so early in the morning. I have a lovely wife and kids at home sleeping in warm beds, and they'll all wake up soon and will eat a (somewhat) healthy breakfast and go to good schools or get a new haircut. I could go on forever. And, then there are the stars! Amazing stars! And sun, and moon, and frogs, and lakes, and dew, and geese, and...all amazing in their own way. 

My life. My problems. They are just a small pinpoint in God's grand plan. Yes, my story matters. But, the problems don't. 

God wrote His autograph Upon the sky last night, In the stars I never saw A signature so bright!

In a couple weeks, I'll be representing My Restaurant Posts in Orlando for the Florida Restaurant & Lodging Show, taking place Sept. 22 - 24 at the Orange County Convention Center. This event brings thousands of restaurant owners, managers, chefs and students together for three days to see and learn everything there is to know about the restaurant industry.

I'm excited to be speaking again at this year's event. In 2012, I joined my former business partner, Shon Christy of Eat.Drink.Promote., to present twice through the Ferdinand Metz Foodservice Forum. This year, I'll be presenting twice again with Shon, and I'll also be going solo as I present the "7 Deadly Social Media Sins" for restaurants. 

If you'll be at the Show, be sure to catch one or both of these sessions. And, stop by our booth #2101.

My session will be Sunday, Sept. 22, at 12:30pm in Theater 2 (Booth 1283A). 

Shon and I will be leading a session called "Like"able Restaurants - Social Media That's Mmm-Mmm Good. The first option to attend this event is Sunday, Sept. 22, at 4:00pm (Theater 1, Booth 1082A); and a repeat of this session will also be offered on Tuesday, Sept. 24, at 1:45pm (Theater 2, Booth 1283A).

I love getting the chance to talk with people about restaurant social media. It's a passion of mine, and I get pumped up sharing this knowledge and helping restaurant owners and managers grasp the full potential that social media offers them.