Why You SHOULD Do Things That Don’t Scale
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There are lots of things that you had to do that you just don’t want to do. Today was a really good example of that.
Doing Annoying Things That Work
I’m recording this on a Saturday, and it’s gloomy out. It’s actually raining right now, but earlier today I was driving to the post office because I needed to send three books to three prospects. Now, I really didn’t want to do that.
The last thing that I wanted to do today was to be driving around on a gloomy Saturday. It’s raining. I’d really rather be at home on the couch under a blanket watching Netflix, but it’s really important for our business that we keep in contact with these prospects.
Sending Personal Gifts to Prospects
One of the things that we do is we send them a copy of our friends Zack Miller’s book because we bought like 50 of them and we send them a copy of the book. We tell them, “Hey, this kind of explains some of our philosophies on marketing. Hope you enjoy!” We’re very well aligned with the concepts in the book.
It serves several purposes. One, they get something physical from us as a digital marketing agency. Our competitors are not doing anything like this. They’re sending emails and they’re using websites. They’re not using physical products like cards, like letters, like books. They’re not using the mail, right? That’s a 20th century.
A lot of digital marketing agencies are just philosophically and don’t believe in that. We want to be a little bit different.
So we send a book out to our prospects are high value prospects after we’ve met with them and we’ve told them how we can help them. It sets us apart.
I’m also recording this before Christmas break and I know that a lot of people are going to have a lot of downtime and they’re going to do something with that downtime. And reading an interesting book may fill that void.
They’re going to get something in a very timely matter manner where they have a lot of time on their hands and I can help fill that void with something that’s of interest to them. They’re marketing professionals. They will probably be interested in this concept.
Make Your Time Count
We just met with them last week. It’s also very important that I get it to them within a relatively short amount of time. I don’t want it to show up the next day or the day after that, but I also want it to show up a month later.
I want it to show up about a week after we meet with them, so I knew that if I didn’t do it today, Saturday would turn into Monday. Monday may turn into a problem day where I’ve got fires to put out and I just can’t escape to get to the post office, so may get pushed back to Tuesday.
Don’t Give Up When It’s Takes a Long Time
It’s the holiday season. There’s a long line at the post office, but you know what? It’s a Saturday. And frankly, I don’t really have that much else to do right now besides send out these books and record this podcast.
So yeah, it was a pain. It was a nasty day. I want to sit on the couch, but this is something that you need to think about when you’re building your business is there are going to be times where you just don’t want to do the work. Frankly, it’s hard work and it doesn’t scale, but it’s important to do these things.
It’s going to separate you and you’re going to distinguish yourself as being different from everybody else. So if you’re thinking about the things that you can do that frankly, you probably don’t want to do that and don’t scale well, but will help you get business in the long run. Those things are very important. Do more of them.