Marketing Made Easy

When I started my consulting business in 2011, I cold emailed five agency owners on LinkedIn and suggested my experience as an entrepreneur and a service provider in their niche was a perfect fit to contribute to them. Two agreed to meet and one started handing me contracts making 3x my hourly rate.

So easy!

Then I started reaching out to clients directly, thinking I could double my rate again. Every day, I would cold call potential customers, and on a good day one would answer (even in 2011, marketers don’t answer cold calls.)

No trust.

So I moved halfway around the world and focused on hiring, creating job postings in my new city. I hired a few people, but everyone wanted 5x local salaries and most didn’t do a lot of great work.

No trust.

Then I hired a project manager who had a deep network. Every time I needed a photoshoot, or a logo, she’d find someone who would do it for free.

So easy!

Then I rented a nice office, furnished it with comfortable chairs and tech, and offered free lunches everyday. Suddenly I found more talented people willing to work for less.

So easy!

Then one day, a forum related to my expertise started scoring contributions. Because of that, I was able to spend an hour a day helping people with their problems, and that led to becoming recognized in the niche and invited to speak at conferences.

So easy!

But I wanted a product business, not a service business, so I started developing a product that solved a problem these marketers had: how to increase revenue from their existing database by marketing to customer alumni.

Except they didn’t want to buy more software, they didn’t have a dedicated buyer who wanted this problem solved, and they didn’t want to sell it to their boss.

No trust.

Then I shut down that labor organizer business, and offered my services to former clients who wanted a dedicated resource. I quickly received a contract that would pay me more than I had earned as profit in any previous year.

So easy!

But I wanted to serve other entrepreneurs, so I focused my efforts on ideas that would help smaller businesses. I took an offer to work for a small business with some revenue share and a tiny salary, and I tried to be an impresario for their business, creating events and community with their tribe. Every project flopped and they fired me just five months in.

No trust.

Then I took one of the failed ideas and pitched it to my peers: service based businesses in the niche where I had some renown. Everyone would chip in a small amount and we’d have something that would benefit all. Six of seven agreed within four days.

So easy!

Now I slow down, and look first for the trust I can build, rather than the money I can make.

Perhaps it can always be easy.