http___www.selfmadebusinessman.com_2015_01_13_shiny-object-syndrome__replytocom_66478_lang_ga_1.xml
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Shiny Object Syndrome. SOS. Whether you know it by name, or by some other form, if you’;re an entrepreneur, there’;s a good chance you’;ve suffered from it at some point or another. The gist of it is this: A new idea captures your imagination and attention, which gets you distracted from the bigger picture. You go off on tangents instead of remaining focused on the goal. Often these side projects remain unfinished and only take away from the bigger picture. You’;re worse off on all fronts. Sound familiar? I can cite several instances in my past where I’;ve run off chasing shiny objects, for example: - December 2013 –; I decided to build not one but 5 niche sites simultaneously, despite never having built one before and having no real system in place. One actually did make money, the one that I spent the bulk of my effort on and new from the start had the most potential –; the other 4 mostly just sat there in various stages of development. - February 2014 –; While attempting to build an authority site, my partners and I temporarily dropped what we were doing to join in on the TeeSpring craze (selling T shirts online) for a month. Both projects failed and made no money. - October 2014 –; My girlfriend deviated from her focus of working on her food blog to import exotic beans from Colombia into the US, somewhat aided by me. That project went nowhere due to lack of focus. To name a few. When I look back at all these events, there is one consistency I see that allowed SOS to creep into my entrepreneurial life. When I wasn’;t working on a big enough project, I decided to supplement it by doing more. Or even more correctly, when I didn’;t see the project for how big it could be, I decided to do others. Funnily enough, I don’;t think I know an entrepreneur who hasn’;t at one point suffered from SOS, and I don’;t think I’;ve ever listened to an entrepreneur who didn’;t say focus was the key. The message seems clear –; less is more. So now that I’;ve cut my projects down to the bare minimum, with the primary focus being NinjaOutreach, I’;m completely free of SOS –; right? Not necessarily. The more I work on NinjaOutreach, the more I begin to see SOS as a larger concept. It’;s not simply deviating from one project to chase shiny objects, but any deviation from the primary goal. For example, when I think about the marketing and lead generation strategy for our business, my tendency is to drum up as many methods as I can, such as: - Cold Emailing - Cold Calling - Guest Posting - Social Media - Content Marketing/Blogging - Paid Traffic - Facebook Ads - Google Adsense - Twitter Ads - etc And to attempt them all simultaneously and see which provide results. And while it’;s one thing if a system can be put into place that’;s more or less completely outsourced, most of the time this leads to poorer results all around. Why? The short answer is because we underestimate how complex these methods truly are. In fact, most of them at first don’;t provide any results let alone a positive ROI on our money OR time. It’;s only until they’;ve been carefully refined and optimized that we start to see them for what they are. For example, take cold emailing. Simple, right? You can send out 100 emails, and, if you’;re lucky, generate some interest, if not, time to move on! But even cold emailing, as simple as it sounds, has its complexities not to be overlooked: - What personalizations are effective and how can I better personalize these emails? - What subject lines provide the best open rates? - What body texts produces the best replies/conversions? - What subsets of my target market are the most likely to respond? - What tools can I use to increase the efficiency and efficacy of my cold emailing? - How can this eventually be turned into a process to be outsourced or handed off to another employee? These questions are all several layers deep and we never get to them when we’;re busy focusing on other lead generation tactics. And yes, it does make a big difference. For example, in this case study featured on Fast Company, Shane Snow, author of SmartCuts, found the following results about subject lines: - “;Quick Question”;—66.7% of total replies - “;15 Second Question for Research on Annoying Emails”;—33.3% of total replies Additionally, split testing different subject lines and body messages tested by YesWare’;s sales team yielded a reply rate spread of almost 20% (the highest being 52%). But this isn’;t just about split testing. In fact, split testing only makes sense if you are doing something in large enough quantities to produce statistically significant results. This is about depth, not breadth, being the key. As a business owner, we have a tendency to have to wear multiple hats: - Customer Service - Marketing and Sales - Product Development And so on and so forth. The role, and having limited resources, necessitates that. Unfortunately I can’;t JUST focus on marketing. The product would suffer, or customers wouldn’;t get their issues solved. But I can try to bucket each off these off from each other and focus on the one customer service tactic that can improve their experience, the one lead generation technique that could provide the highest conversions, and the one feature or product improvement we should be developing. What Shiny Objects are you chasing?
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Siondróm Réad lonracha. SOS. Cibé a fhios agat é de réir ainm, nó trí aon fhoirm eile, if you’;re an entrepreneur, there’;s a good chance you’;ve suffered from it at some point or another. An gist sé seo: Gabhálacha smaoineamh nua do shamhlaíocht agus aire, a fhaigheann distracted tú as an pictiúr níos mó. Théann tú amach ar tadhlaithe ionad bheith dírithe ar an sprioc. Is minic fós na tionscadail taobh críochnaithe agus gan ach a chur amach as an pictiúr níos mó. You’;re worse off on all fronts. Fuaim eolas? I can cite several instances in my past where I’;ve run off chasing shiny objects, mar shampla: - Nollaig 2013 –; Chinn mé nach a thógáil amháin ach 5 láithreáin nideoige ag an am céanna, in ainneoin riamh tar ceann a tógadh roimh agus tar éis aon chóras fíor i bhfeidhm. Rinne One ndáiríre airgead a dhéanamh, the one that I spent the bulk of my effort on and new from the start had the most potential –; an ceann eile 4 den chuid is mó shuigh díreach ann ag céimeanna éagsúla forbartha. - February 2014 –; While attempting to build an authority site, my partners and I temporarily dropped what we were doing to join in on the TeeSpring craze (díol léinte T ar líne) ar feadh míosa. Dá thionscadal Theip agus déanta aon airgead. - Deireadh Fómhair 2014 –; Mo chailín imigh as a fócas obair ar a bhlag bia a allmhairiú pónairí coimhthíocha ó Cholóim isteach sa Stát Aontaithe, beagán cúnamh dom. Chuaigh an tionscadal sin áit mar gheall ar easpa fócais. A ainm a lua. Nuair a fhéachaim siar ar chor ar na himeachtaí, tá comhsheasmhacht duine a fheiceáil go bhfuil cead SOS a creep isteach i mo shaol fiontraíochta. When I wasn’;t working on a big enough project, Chinn mé a fhorlíonadh trí níos mó a dhéanamh. Nó fiú níos mó i gceart, when I didn’;t see the project for how big it could be, Chinn mé do dhaoine eile a dhéanamh. Funnily go leor, I don’;t think I know an entrepreneur who hasn’;t at one point suffered from SOS, and I don’;t think I’;ve ever listened to an entrepreneur who didn’;t say focus was the key. The message seems clear –; Tá níos lú mó. So now that I’;ve cut my projects down to the bare minimum, with the primary focus being NinjaOutreach, I’;m completely free of SOS –; ceart? Ní gá. The more I work on NinjaOutreach, an níos mó a dtosaíonn mé a fheiceáil SOS mar choincheap níos mó. It’;s not simply deviating from one project to chase shiny objects, ach aon imeacht ón sprioc bunscoile. Mar shampla, when I think about the marketing and lead generation strategy for our business, Is é mo claonadh a druma suas an oiread modhanna is féidir liom, mar shampla: - Ríomhphost a sheoladh chuig Fuar - Glaoch Fuar - Aoi Postála - Meáin Sóisialta - Margaíocht Ábhar / Blagadóireacht - Tráchta Íoctha - Facebook Fógraí - Google Adsense - Twitter Fógraí - srl Agus chun iarracht iad go léir ag an am céanna a fheiceáil agus a chur ar fáil torthaí. And while it’;s one thing if a system can be put into place that’;s more or less completely outsourced, an chuid is mó den am seo a mar thoradh ar na torthaí níos boichte go léir ar fud. Cén fáth? The short answer is because we underestimate how complex these methods truly are. Go deimhin, most of them at first don’;t provide any results let alone a positive ROI on our money OR time. It’;s only until they’;ve been carefully refined and optimized that we start to see them for what they are. Mar shampla, a chur ríomhphost a sheoladh fuar. Simplí, ceart? Is féidir leat a sheoladh amach 100 ríomhphoist, agus, if you’;re lucky, roinnt ús a ghiniúint, más rud é nach, am chun bogadh ar aghaidh! Ach fiú ríomhphost a sheoladh fuar, chomh simplí fuaimeanna sé, Tá a castachtaí gan a bheith fágtha ar lár: - Cad iad na personalizations atá éifeachtach agus conas is féidir liom a personalize fearr ar na ríomhphoist? - A chur ar fáil línte Cad faoi réir na rátaí is fearr ar oscailt? - Cad iad na téacsanna comhlacht Táirgeann na freagraí is fearr / conversions? - Cad iad na fo-thacair de mo mhargadh an sprioc go bhfuil an chuid is mó dócha go freagra? - Cad iad na huirlisí is féidir liom a úsáid chun cur leis an éifeachtúlacht agus éifeachtúlacht mo ríomhphost a sheoladh fuar? - Conas is féidir é sin a iompú ar deireadh thiar isteach i próiseas atá le outsourced nó a láimh amach chun fostaí eile? These questions are all several layers deep and we never get to them when we’;re busy focusing on other lead generation tactics. Agus tá, a dhéanann sé a dhéanamh difríocht mhór. Mar shampla, sa chás-staidéar seo le feiceáil ar Cuideachta Fast, Shane Snow, údar an SmartCuts, Fuair na torthaí seo a leanas faoi línte ábhair: - “;Quick Question”;-66.7% Freagraí iomlán - “;15 Second Question for Research on Annoying Emails”;-33.3% Freagraí iomlán Ina theannta sin, scoilt tástáil línte ábhair éagsúla agus teachtaireachtaí comhlacht tested by YesWare’;s sales team yielded a reply rate spread of almost 20% (an á is airde 52%). But this isn’;t just about split testing. Go deimhin, Déanann tástáil scoilt ciall amháin má tá tú ag déanamh rud éigin i gcainníochtaí móra go leor chun torthaí suntasach go staitistiúil. Tá sé seo mar gheall ar doimhneacht, Ní leithead, being the key. Mar úinéir an ghnó, ní mór dúinn claonadh chun a chaitheamh hataí il: - Seirbhís do Chustaiméirí - Margaíocht agus Díolacháin - Forbairt Táirgí Agus mar sin de agus mar sin de. An ról, and having limited resources, gá go. Unfortunately I can’;t JUST focus on marketing. Ba mhaith leis an táirge thíos, or customers wouldn’;t get their issues solved. Ach is féidir liom iarracht a dhéanamh buicéad gach ceann amach na amach óna chéile agus díriú ar an tactic seirbhís do chustaiméirí amháin is féidir feabhas a chur ar a gcuid taithí, the one lead generation technique that could provide the highest conversions, agus an gné amháin nó feabhsú táirge ba chóir dúinn a bheith ag forbairt. Cad iad na Cuspóirí lonracha atá tú ag chasing?