Today my son happened to be with me when the post arrived. One of the pieces was a monthly bulletin I get on marketing – from someone who refers to himself as the Evil Bald Genius.
The envelope itself was a good example of direct marketing – it had a real stamp, it used a personal-type font, it had a return address that wasn’t a company, it had a caricature of the Evil Bald Genius (EBG) and it said “your awesome newsletter is inside”. All these elements helped get it delivered, into the hands of its intended recipient – that would be moi – and opened.
My naturally curious son Seán asked me “What is it about?” I said it contains advice that helps me in my business. Seán, in his wisdom, then said “Do you take it?”
Now that provoked a couple of reactions.
Firstly I smiled proudly. Seán wasn’t rolling his eyes and being a smartass. He’s all of 8 years old – and was simply asking a straightforward question – a very wise question.
Secondly I took a moment to ask myself honestly if indeed I take the EBG’s advice and act on it.
Now I’m guessing that all of us have received unsolicited advice in life – and it’s one of my own pet peeves. But when I willingly pay someone for advice, get it, agree with it and then fail to act on it – what does that make me? There are a number of adjectives that could be used – and “fool” would be among them!
I advise my own clients. They pay me to make informed recommendations to them on what they need to do in order to improve their businesses – or their organisations if they’re a non-profit.
Are you paying anyone for advice? Are you acting on that advice? And, if not, what word would you use to describe your inaction?
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And by the way, if you want advice on marketing, – check out the EBG’s marketing mastermind group that I’m a member of. I recommend it – though not if you’re faint of heart!