Category Archives: Marketing

3 Qualities of Successful People

Photo by SearchNet Media via Flickr (Creative Commons)

I have a lifelong obsession with golf. It started in 2nd grade when my parents scraped together enough money for a starter set and a series of playing lessons at a local par 3 course. Even though neither of them were serious players– I guess they thought I’d enjoy it. And I did. A lot.

Don’t read that the wrong way. I’m not a country club kid. I’ve never belonged to a course where I got my own locker or had an account on file with the restaurant.

Instead, I grew up playing city-owned munis and family-owned courses. In middle school, my first membership to the local golf course cost my family $50. That also included an annual pool membership, ice rink membership, and anything else the Mishawaka Parks Department charged money for. I didn’t grow up playing with kids named Chip or Trevor. We were more of an Adam, Mike, and Tim kind of crowd. But golf was my obsession. All summer long, every day, I play 27, 36, or 45 holes of golf.

Here’s what I learned about success in golf that translates to life: We don’t have equal access to success

One fact that I love about golf, especially professional golf, is that anyone can become a professional in 7 days. Unlike any other professional sport on the planet I can start on Monday as a nobody and win a million dollars on Sunday. Just about anyone can enter a qualifier. And if you manage to qualify you are in the same tournament as the card carrying professionals on Thursday. And if you make the cut on Saturday, then manage to win on Sunday– they will hand you a big check and a Tour Card for the rest of the season.

Fat chance trying that in baseball, football, or basketball.

But that almost never happens. While there are several PGA Tour members who rose from poor backgrounds to earn their card on Tour I can’t name a single person who is currently on Tour who started as a Monday qualifier and turned a good 7 days into a career.

It can happen, but it is nearly impossible.

Instead, if you look at those who made it, you’ll see that their success is a combination of 3 qualities.

Talent – Talent is the constant. Talent is the difference between learning skills well enough to be pretty good and being a winner. Over the years I’ve played with and coached hundreds of people. But when you walk the course with a person who has a natural talent for the game… it’s amazing. Most amazing is that these players can rarely describe to you the mechanics of what they are doing. They just try stuff and it works.
Ambition/hard work – Talent isn’t enough. I’ve met plenty of talented players. Each high school team of 12-15 young men had 3-4 players with enough talent to take them to the next level. But if they aren’t single-focused enough they won’t advance in the game. An ambitious person never stops practicing. They putt in their living room. Hit wedges in their backyard. Keep a 7-iron and a bag of balls in their trunk to practice between meetings. They play 9-holes before work and chose vacations with great practice facilities.
Environment/resources - This is the X factor. This is the difference between a good local golfer and a professional. They have access to amazing resources. In most cases, their family has invested in them from a very young age. They played in expensive junior tournaments. They have great equipment. They have great coaching. And it results in opportunities to get to even better tournaments, more finely tuned equipment, and the best coaching.

You can be pretty good, above average, with two out of the three. But you’ll never be excellent. There are millions of guys putting their clubs in their trunks right now who have endless talent and ambition but aren’t in the right environment with the right resources to make it to the next level. And this weekend will be full of guys who pull up their Mercedes at a country club, with access to the best environment and resources and absolutely no talent for the game.

I don’t care about golf. What does this have to do with you or me?

We each have something we were created to be amazing at. There is something in our lives that we have talent, ambition, and resources to be the best at.

Identify that thing… no matter how obscure the niche`… and you’ll find the success you know you deserve.

The Resurrection of the Cottage Industry

Evian Roller Babies

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OK, clever and cute. But does it make you want to buy water?

HT to John Daly

Free vs. Paid Content in the Church

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free

Whether you are aware of it or not, there is a raging battle going on about the concept of free vs. paid content on the internet. Big names in media like Rupert Murdoch have drawn the line in the sand– they are going to make people pay for news content. Others have embraced the Google model of an advertising-based system of free content. Last week Seth Godin took the debate to a new level. He is firmly in the free camp while Malcolm is in the the paid camp. Of course, most of Seth’s income comes from consulting, speaking, and book proceeds– so Seth may be in the free camp for some things, but his paycheck comes from paid content too.

Inside the church the same debate has just begun. And all of these questions lead back to the same two central questions that newspapers are wrestling with, “Since creating content isn’t free, who is going to pay?” “In a world of free content, where is the ethical line?”

Two Sides to the Content Coin

1. Gospel-oriented content should be freely available. As someone who has successfully started an internet business in the last five years I know the power of free. Ask Tim Schmoyer. Ask Ryan Nielsen. Nothing draws traffic to a youth ministry website quite like free. In the youth ministry world there is an expectation of free content. There is a righteous indignation when you question the ethics of free, too. No one cares that it costs me thousands of dollars to create, host, and market “free” content. There is a general consensus that stuff about youth ministry should be free and you shouldn’t expect anything in return for free lessons, videos, music, etc. “Don’t ask me to click on an ad. Don’t ask me to sign up for a newsletter. I need something free because I don’t have budget to buy stuff.” I’ve gotten nasty emails from folks who insist that all content about ministry should be free. These same people often are in paid ministry. So they want to get paid for using someone’s free content. Talk about wanting your cake and eating it too! Sheesh.

2. Gospel-oriented content should cost something. Of course, the ironic thing about the free thing is that the people who think ministry content should be free want to get paid by their churches, ministries, or non-profits. If I told you that you shouldn’t get paid for being a youth pastor you’d get angry with me! There is a certain immaturity to the free thing. At the end of the day there is no such thing as free content on the internet. Someone sits down to write something, they save it as a PDF, they post it on a website, and they offer it for free to anyone who wants to download it. It seems free when it isn’t. That computer cost you something. The education that powered your thoughts cost you something. The time you spent creating it… was it for work you were being paid for at the church? If so, does that content even belong to you? If it was your free time, isn’t that time worth something? If you don’t think your time is worth something why should I use your stuff? When you posted it somewhere on the web, who paid for that server space? If it’s on a well-known site, who is paying for the building of that site/brand? Who is paying for maintaining it? If you added graphics to the content, who paid for that? If you had someone proofread it, who paid for that persons work? That doesn’t seem free to me.

There is no such thing as “free” content, even Gospel-oriented content, so people should expect to pay something for the works they use. The real question is, “Who should pay?” In the old media world the user was expected to pay for the content. You subscribed to a newspaper to get the content and the profit in the model came from advertising. You wanted a book so you went to a bookstore and bought it. In the 1980s and 1990s most of us in ministry would have thought it immoral to copy books and give them to friends, copy cassette tapes and give them to students, etc. But now there is an expectation that advertising will somehow pay for all the content I want/need. That’s the new media age. Free to me, let advertisers foot the bill. Wouldn’t it be funny to see a pastors salary supported by advertising? He’d preach in an outfit that resembled a Nascar driver’s suit! It’s always funny to think about real world applications of stuff we do on the internet everyday, isn’t it?

Digital media has created an ethics dilemna for people in ministry, hasn’t it? There seems to be a feeling that the parable of the talents can’t possibly relate to actual money. People who advocate for free content will concede… “It’s OK to break even, just don’t get rich!” So if content cost me $500 to produce a lesson… why is it wrong to want to return $1000? (Like the parable) Don’t you remember the parable… Jesus called the man who just broke even a wicked and lazy servant. What then would Jesus say to people who intend to invest $500 in content and give it away? Super wicked and super lazy?

We would never walk up to an auto mechanic and expect him to change our oil for free simply because we are in ministry. We would never go to the dentist and insist that he give us free dental. We would never go to the grocery store and expect the grocer to pay for the pastors food. And yet we have no problem with this when it comes to Gospel-oriented content. Something is out of whack, isn’t it?

As with all things that seem to leave us in a quandry– I am wondering if there is a 3rd way. Is there a way that is both ethically satisfying and free? Is there a way that is both affordable for ministry folks and pays for itself?

Chime in. I don’t pretend to have all the answers. If you’re in the paid camp– speak up! If you think everything should be free, give me a counter-punch.

Back to the Garage

Don’t Promise, Deliver

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If you live in the United States, you are the proud owner of the second largest pool of retirees next to the federal government. And as a bonus you also get a small and dying breed of cars formally known as General Motors. We just spent over $80 billion to bailout a company that is only worth $7.3 billion. You can walk onto a dealers lot right now and participate in the largest liquidation of assets in the history of the world.

And we still haven’t fixed the one thing that forced them into the red in the first place: 500,000 retirees.

General Motors is the classic case of over promising.

Over-promise #1: I remember talking to a GM executive about the business model as he gave me a tour of their Warren Tech Center. I asked him how often a customer was supposed to buy a new car according to the company? His answer made my jaw drop. They built their business model on the assumption that you would buy a brand new car every 3 years. No wonder their cars sucked! They only expected you to own it 36 months. No wonder they failed! No one in their right mind could afford to buy a brand new car every 3 years. They were absolutely lying to themselves. Their competitors built cars that lasted 10 years or more. Honda and Toyota owners hit 100,000 miles and knew that their cars will easily make 200,000 miles. Meanwhile, GM was building cars that were meant to be traded in at 36,000 miles.

Over-promise #2: In the mid-1980s, when Toyota and Honda made it big in the United States market, GM was stupid to continue the retirement program. There was simply no way that they could afford to continue the program… but they lied to their employees and sold them the lie that if they took care of GM, GM would take care of them for life. The smart thing to do back then would have been to convert the program to 401k and make no promises of retiree health care. Instead, they oversold a promise they couldn’t keep. Worse yet, to deal with payroll issues they started early retirement programs which meant people in their mid-50s were walking away from GM with a “guaranteed” pension and health care. There are currently tens of thousands of people in the United States who have now been retired from GM longer than they worked for GM. No company can bear that burden. Companies struggle just to pay benefits for current employees… How did they think they could insure 500,000 non-wage earning retirees?

My point isn’t really about GM, it’s about over-promising. Here are some ill-effects of over-promising.

- Advertising becomes useless. It doesn’t matter how much money you spend on ads as people won’t believe you anymore.You can’t hype up a product launch or an event that you’ve oversold forever. When you don’t deliver you are just reminding customers how much you betrayed them.

- Your word becomes useless. When you break promise after promise, soon people won’t trust that your on their side. They will see that you only want their money and you don’t care about them.

- Your product becomes a joke. I was in a meeting yesterday about search engines and someone used the word Yahoo… everyone laughed. Yahoo has become a dinosaur of a search engine. The only thing memorable about Yahoo is that stupid song, Yaaahhoooooo. You can’t advertise and promise a web service, you can only deliver. This is the #1 reason you can’t trust Bing.com to be any good. If it was so good why are they spending $100,000,000 to advertise it?

Shifting gears: The evangelical church has become a classic example of the over-promise. Part of the church becoming more about programs and business models is that it has fallen into the trap of needing marketing and advertising like the business models they copies. The result is a lot of over-promising. “Come to the marriage retreat, it’ll fundamentally change your marriage.” or “Sign up for our next church production, it’ll be awesome.” or “Bring your friends to the revival and they will get saved.” In a world where the awesome is so readily available churches do nothing but give away trust when they advertise promises they can’t deliver. I’ve seen church events marketed like they were going to be on par with Disney or Broadway or Oprah and deliver like a trip to the town carnival, a middle school play, or a cable access show. At the end of the day the church spent more effort marketing the event, production, or program than they did making the program awesome. It is a sick cycle that is killing thousands of churches.

The better way: Wouldn’t it be refreshing if churches just delivered? Wouldn’t it be amazing if they didn’t sell themselves but just helped people? What if they invested in training their volunteers and staff so much that the church didn’t need to make promises, that their programs and ministries truly worked to change lives? You wouldn’t need to advertise a life-changing marriage retreat… because results would advertise themselves. You wouldn’t need to hold a revival because every church service, small group, and youth group meeting would see people come to know Jesus. You wouldn’t need to hire a killer band and create a worship experience because people were authentically worship Jesus. The best advertising a church could ever invest in is a changed life.

If you are a church leader I want to challenge you to think about your programs. Think about how you talk about them. Think about how you market them. And remember:

Don’t promise, deliver.

Don’t hype, deliver.

Don’t sell, deliver.

Don’t measure, deliver.

Don’t sub-contract, deliver.

Don’t advertise, deliver.

In a low trust, high expectation world the best way to succeed is to undersell and deliver.

Leading to the edges

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Entrepreneurs get this. Start-up businesses get this. New franchises get this. Church planters get this. But no one in an older business, church, franchise, or industry can comprehend this.

You have grown your audience as much within what you are doing today as you will ever grow it. You primary demographic already knows about you and has decided whether to be a customer or not. They have decided whether to become a student in your college or not. They have decided whether or not your to attend your church.

People largely make decisions on your project, widget, consumable, or institution in an instant. Five seconds or less. (Test it yourself, watch TV commercials. How soon until you decide if you are buying that product? I thought so.) Spending more money to advertise the same thing over and over again is just a waste of money. This is why Super Bowl commercials can be deal makers or deal breakers for companies you’ve never heard of.

This is why marketers dump millions of dollars onto the airwaves and see little return on their investment. This is why church marketing sucks. Once you can identify who your audience is… your best possibility for growth then shifts to customer service and care. Can I keep the customers I have? Can I provide them such an amazing service that they tell their friends that they have to go there, be there, or be your customer?

Growth comes as you lead your organization towards the edges. When you help your church or college find a new demographic, there is growth. When you design a new product that changes the game for an old industry, there is growth. When you serve a need that everyone wants but no one offers, there is growth.

What’s the first step in determining how to find my edge?

Spend time and discover where you are failing. Spend time finding out where everyone in your industry fails. Spend time finding out what churches in your area aren’t doing.

Hint: Studying successful companies, institutions, churches, or whatever will only lead you away from growth and into their market. Learn from their best practices, for sure, but don’t study them to copy them. Their edge won’t ever be your edge.

adammclane.com

a blog about youth ministry, leadership, social media, and life