Progress may be a good thing, but it also generates great messes.
This morning I was doing a very trivial thing, until the software I was using made a mess and I was forced to lose 45 minutes of time (yes, 45, not 4 or 5) with the support chat.
I’m pissed off.
Digital has brought unthinkable automation opportunities, but DON’T TELL ME IT’S ALL A BED OF ROSES.
It may all be simple, but by now if you don’t live with a system engineer, you’re ripped off.
I’m a bit of a geek and I can get out of problems on my own.
But what about someone who isn’t?
Three scenarios:
- You must have a system engineer on your shoulder 24 hours a day. But it’s not easy to find them. Then they’re expensive, and not everyone can afford them full-time. And even then, you can’t lower your guard; on the contrary you have to follow them… otherwise they will carry on well with the technical part, but since (rightly) they’re not salespeople, they won’t fully understand your marketing and sales objectives and they’ll do something that you’ll have to review thirty times. You’ll be wasting your time between your idea and its realization.
- Or you must have a web agency to follow you. Such agency, being constituted 9 times out of 10 by former evolved geeks, carries on well the technical aspects but it must be followed too, otherwise it will make the same damages of the above-mentioned systemists. With the aggravating circumstance that if you tell that everything has to be done again, they get offended.
- Or you are done and give up, and you just do the least you can do. But you don’t have any control tool, you have to believe anything they tell you, and you still have the feeling of spending money unnecessarily (which is often true). Unfortunately, in my opinion, the vast majority of small Italian companies are in this condition.
The truth is that there has never been such a level of technical complexity confusing the ideas of SMEs owners and marketing and sales professionals:
websites, blogs, pay-per-click, AdWords, Facebook, LinkedIn, YouTube, social, mobile marketing, pixel tracking, analytics, funnel, exit popup, retargeting, remarketing, domain, subdomain, WordPress, plugin, short code, thirty thousand banner sizes, cookie, privacy policy, link, destination URL, landing page, squeeze page…
… F*** OFF!!!
Do we want to give business people the time they need to sell their products, please?
This is one of the aims of the new paper newsletter.
Because from time to time you’ll find in its contents the shortcuts to free marketing and sales executives from technical issues, and to give them time to think and deal with business issues, instead of those damn conversion pixels.
I promise I’ll explain where and how to put them, so then you don’t have to think about it anymore and you can think above all about YOUR business, not Google’s or Facebook’s PayPerClick or Linkedin’s or retargeting or whatever.
Moreover, the newsletter will be ONLY ON PAPER to force you to carve out a moment of reflection away from your computer, tablet, and mobile phone.
Air. Oxygen. Think.
And then time to ACT. DO. SELL.
End of the psychological subjection and rejection of all that technical package for geeks.
Digital subservient to business, and not vice versa.
Yay.
