Archives For Justin

At Think Digital, we spend a lot of our resources creating resources. Because of that, it’s not uncommon for us to get questions about these products.

Such as: Why do we sell them? What is the value of digital products? Why do we spend time creating courses, resources, and intensives?

Anyone Can Be an Expert, But…

First, let me clear something up about the team. It’s not that we necessarily know more than the Average Joe in Digital Communications. Sure, we spend a lot of our time working with clients and investigating the best practices for them and for our own business.

Because of the time we spend in the digital marketing world we have a broader depth of knowledge than most. But with enough time, most anybody can master digital marketing. With enough time, folks can usually figure this stuff out.

It’s just like any topic! If I had more time, I’d love to become a better chef. If I had more time, I would love to figure out how to produce music! But I don’t have that time.

We recognize that same lack of time exists for people interested in our field. So what we do with digital products is condense all of that learning into a step-by-step process, system, or series of systems for people to purchase.

Who and Why

Inevitably, someone will say “I could find that information out for free. I could just google that.” My response? You absolutely could. You could trade your time for Google searches and reading blog posts and listening to podcasts. you could trade your time for the trial and error processes and for investigating what works and what doesn’t.

You could absolutely do that whole process yourself, but it will cost you something that is way more valuable than money and that is time.

At Think Digital, we’ve already spent the time. So now, instead of you having to go and find all of that stuff out, read all of the blog posts, do all of the trial and error research, etc., you can just buy ours! You can buy what we know is proven to already work. It’s a very simple trade off!

Some people are bound and determined to figure this out for themselves. If they’ve got the time and want to spend it, that’s cool. More power to them. They aren’t our customers, but they can still be our friends.

Our clients are the ones who value their time and want to take the quickest path to results. They are the ones who want a step-by-step process where instead of guessing if it’s going to work, they can know with certainty that it will. Basically, they shortcut their way to success These people are the ones we target with our products and services, because these are the people we can benefit.

My Personal Experience

I know this system from both sides; I am a huge consumer of done-for-me products! Once, I paid $15 for an app from Gordon Ramsey that showed me how to cook steak.

You may think to yourself why in the world would you pay $15 for a couple of videos and recipes when you could just buy a steak and cook it yourself? The answer is simple. I don’t want to have to go through the hassle of learning how to cook a perfect steak, I just want to know how to cook a perfect steak.

So I went to a guy who knows how to do it, and I paid him to teach me how to do it. Now I can cook a perfect steak, plus an amazing chicken dish (that my wife really likes), beef wellington and lamb chops. All because of an app. I went to a guy that I know understands how to cook well and paid him to teach me how to do it directly. It’s the same concept as our services at Think Digital.

Expertise in Applying Knowledge

I want to remove that veil or illusion that there is some hidden knowledge that we exclusively possess. When I buy a course, I don’t buy it because I think the person teaching it has some hidden secret.

I may trust that they have more knowledge than the next guy, but ultimately I’m not paying for their knowledge. I’m paying for their expertise in applying that knowledge. I’m paying for their wisdom, strategies, and process.

I can find their information. We live in the information age. We’re not short on information. What we’re short on is time. Ultimately, that is the value of a digital product.

Digital products can give you your time back if you are willing to receive it.

 

“Asking for the close on social media is like making out in church. You can do it, but it’s highly frowned upon.”

My friend Brad can be credited for the above quote. And you know what? He’s right.

Why Social is Not for Sales

Many people make the mistake of seeing social as a sales channel. It’s not! I have said it before and I will say it again. Social media is a relational platform.

The goal is to start, grow, and nurture relationships. It’s not about timing studies. It’s not about mindlessly joining every new platform under the sun.

If you are using social media to generate direct sales you will be continually disappointed. That’s not social’s purpose, so it is simply not what you will get as a result.

As you may know, our company offers done-for-you digital marketing services. One of the ways that we try and set this up for those clients is by using the Know-Like-Trust-Build spectrum. Those are relational terms that we use to judge effectiveness for a relational platform.

Know Like Trust Build Spectrum

  • Know is about increasing awareness. How many people know who we are?
  • Like involves engagement. How many people like who we are and interact with us?
  • Trust is conversion or commitment. How many people are converting or committing to what it is that we put in front of them?
  • Build is all about advocacy. How many people are advocating on our behalf? Who is taking action when we ask them to take action? Who is willfully telling people about us on social without any coercive measures?

Realigning your view of social media to this relational perspective nullifies the ROI question, or at least puts it in a different light.

The Cost of Doing Social Wrong

Social media is one of the biggest assets an organization has. Almost everybody makes the ROI-obsession mistake. Everybody gets this wrong because they just blast social media with information, product, or blurbs about how great they are. Just know, this mistake costs everyone.

Not long ago, I looked at a company’s  social media accounts and could tell that they must be pouring hundreds, maybe even thousands, of dollars into content marketing on a monthly basis. Yet all of their content marketing is geared towards telling people how great their product is.

I would be shocked if they are making the money they are spending on those tactics back. Additionally, they are alienating tons of potential allies by that kind of billboard marketing!

Trust me when I say that I would rather have the most cobbled together content that focuses on building relationships with people than spend any amount of money to praise my own products on social media.

I know from my own and from client experience that the payoff of social media is in building relationships, and it’s so much more than financial.

This week, take a step back and look at how your organization is doing social media. If it looks more like a billboard or self-praise, it is time for a shift. Remember, nobody wants to see you making out in church.

I want to talk about hustle. Mainly, I want to talk about the lunacy of hustle.

Hustle is vastly overrated. While getting a lot done is certainly of value, most of us could actually get way more done in way less time and be way less busy. Yet we seem to think that being busy equates to success. It doesn’t!

I know this is certainly true for me. Even though I was equating more hours with more output, in true hustle fashion, it simply wasn’t the case. What I found was I was taking the work that needed to get done and stringing it out over 12, 13, maybe 14 hours.

The Lie of Hustle

I was somehow, someway deriving satisfaction from the length that I worked instead of the actual production that happened within those hours. The difference is significant. And I say that knowing there’s this movement towards the direction of hustle. Being strategic about how you work is the true secret to productivity and success.

While I’m certainly up for working hard, I’m also a strong believer in rest. Without it, there is no focus. Without focus, there is no true productivity. Just the pat-yourself-on-the-back posture of the hustle squad.

Ways to Combat the Hustle

Schedules Over Lists

First and foremost, if it doesn’t get scheduled it doesn’t happen. For the most part, I have ditched to do lists and encourage you to do the same. These lists are counterproductive! They increase our stress, which reduces our productivity.

Most of us have to-do lists that are humanly impossible to finish. If you make lists the same way that 99% of the population does, that list is always growing. There’s never relief in sight because you add 4-5 items for every 1-2 you cross off! Anyone who knows the economics of scaling can see that it is not a scaleable system. It won’t work long term.

With that in mind, I’ve switched to scheduling out everything that is important or needs to get done. Block your schedule off into 15 minute increments and schedule your most important tasks throughout the day. I have found this to be more effective in terms of productivity.

Plus, it forces me to ask the question of what is most important to get done in a given day. Scheduling versus to-do lists will help you prioritize. It’s a pretty drastic system shift but it’s one that keeps your work boundaries in place as much as possible and allows you to work efficiently.

Mandatory Day Off

The second thing is pick a day of rest. Now, for faith-based people (specifically Christians) there’s an age-old discipline called the Sabbath where you take one day per week and you rest. You do not work.

In the Christian tradition that day is dedicated to worship, God, fellowship, community. You don’t have to be religious to use this principle. You simply need to pick one day out of the week where you are not focused on work. Instead, you are focusing on the other activities and relationships that make you a human being.

Basically the only criteria is that on your day off you are doing the things that energize you. Whether it’s going to movies, having coffee with friends, reading, watching Netflix, whatever. As long as it brings you rest, enjoyment, and fulfillment outside of work then it will recharge you and that is the goal.

When you do work 24/7, your mind can never get the mental break it needs to recharge its batteries. The day of a rest is a secret weapon for any entrepreneur or business owner out there. It will feel scary, and it will feel like something is going to break, but I promise you that nothing will be broken. Just try it.

Eliminate the Email App

The third suggestion to combat hustle is to delete email off of your phone. Take that app off! I did this a couple of weeks ago and it has been one of the most important decisions I’ve made in regards to finding a repeatable and scaleable rhythm for work.

I was frantically always looking at my phone and one of the main areas of time suck was the email app. I would just mindlessly open it throughout different points of the day, and even worse, when I was at home relaxing. When you open up your phone and check your email it will put you in a different mindset. If you truly want rest you need to break free from it.

These past two weeks sans-email app have been truly relaxing! When I wake up in the morning, I don’t check email until I get to the office around 9am. It really forces a person to realize that “I’m not as important as I think I am.” To put it in a positive direction: there usually is no problem so big that it can’t wait to be addressed until you want to address it.

Email forces you to address problems on other people’s schedule. When you take a step back and put boundaries around your email you will be able to address problems on your schedule.

Join the Team

I love my job. Chances are if you’re reading this post you love your job. I want to be loving my job for years and decades to come. One of the best ways to ensure that happens is through building a sustainable and scaleable rhythm for work that doesn’t involve being “on” 24/7/365.

Sustain your productivity. Sustain your love for your job. Join Team No Hustle today.