social media strategy Archives - Page 8 of 9 by Mark Murnahan

Facebook Marketing: Pages, Customer Modeling, Promoting, and Awesomeness

I find that for a lot of people, Facebook marketing consists of creating a Facebook page (or worse, a Facebook profile) and gathering a few “fans” who will give them just enough inspiration to feel they are being productive. They will put the Facebook “f” on their website in order to appear more modern, and keep their fingers crossed hoping that somehow Facebook will increase their profits.

There is a lot of confusion about Facebook, and especially for small businesses. However, small business is not alone, and unleashing the real value of marketing using Facebook is elusive for many companies. Efforts are often just enough to keep the person signing the checks on board for another 30 days for more trial and error. Poor planning and lack of measurement are commonplace in social media marketing, but that is not an effective way to run a marketing campaign.

Facebook marketing is often looked at with an eye toward “trying it out” and keeping the risk low. It is challenging for many people to accept, but the risk should go down the more you put into it.

Facebook can be a great place to market your business. If performed well, it can also help you to gather a lot of really useful data to help your business outside of the Facebook platform. Let’s unwrap a true sense of how a Facebook marketing campaign could look. This is the dramatically abbreviated version, of course. I will break this down into steps as follows:

Facebook Marketing Step One: Your Facebook Page
Facebook Marketing Step Two: Customer Modeling
Facebook Marketing Step Three: Promoting Your Page
Facebook Marketing Step Four: Making Awesomeness

Skip around as you like. Some of this is for the novice, while some of it is less novice. In any case, I hope that you will find it to be useful information.

Facebook Marketing Step One: Your Facebook Page

There is a lot that you can do with a Facebook page. Of course, note that I said “page” and not “profile”. There is a huge difference between a Facebook page and a Facebook profile. More companies are figuring this out every day as their profiles are being deleted for breaking Facebook’s policy regarding using profiles for business.

Name your page well, fill out every field in the Facebook page setup, and seed it with enough information that your earliest fans will know why they should “Like” it other than just because you said they should.

Tip: While creating your Facebook page, roll these few words around in your head: inviting, interesting, creative, unique, different, informational, entertaining, humorous … or whatever will be attractive to the audience you seek.

Optional: If you have a good FBML (Facebook Markup Language) programmer and a designer worth a hoot, it will help. This is not critical, but can be very useful.

Facebook Marketing Step Two: Customer Modeling

The step of customer modeling is skipped so often that there should be little wonder why most Facebook marketing fails miserably. Lack of proper customer modeling is a cause for many marketing endeavors to fail, but this is especially true in the current world where “everybody is a marketer” as witnessed in abundance on Facebook. A large segment of Facebook marketing is not performed by a marketing professional, but rather a business owner or somebody with limited marketing experience.

One of the tragic pieces of information missing for the average person trying their hand at Facebook marketing is that marketing does not just mean shotgun blast advertising. To get the most out of marketing, we need to know answers to questions of who, what, where, when, why, and how. We need to reach the right people or we waste credibility.

I don’t care how great your hamster skin purses are, I am not in the market. Marketing those purses to me is a huge waste of time.

Customer modeling involves creativity, analytic thinking, and data. If you do not have the data to tell you who, what, where, when, how, and why people will respond to your marketing, you need to create it. Without knowing how to reach the right people with the right information, you may as well skip all the rest, because your time and money will largely be wasted. Worse yet, it can damage your brand value.

Think of how much you enjoy  receiving badly targeted advertising for things you would never purchase and then consider how much people will enjoy it coming from you.

Fortunately, there are reliable ways to get your hands on this data you so badly need. If you are certain that you already have a good handle on customer modeling, move on to the next step. If not, don’t worry, I will get back to this, so move to the next step anyway.

Facebook Marketing Step Three: Promoting Your Page

An easy first approach to promoting a Facebook page is to suggest it to all of your Facebook friends. Sure, that makes sense, and if they actually like you, there is a better chance they will “Like” your page. This is fine, and I recommend it, but often not a really good target demographic for your business. Besides, don’t all of your friends already know what you do for a living?

A common hope is that you will have something so brilliant and earth-shaking that some of those friends will buy from you, and when their friends see that they “Like” your Facebook page, that it will spread massively and the whole population of Facebook will come swarming and buy everything you offer for sale. Yes, that sounds awesome, right? Rub a lamp! It does not work this way, and if you tried it, you probably already know this is the case.

Your Facebook friends, although surely a great group of people, are often not as passionate about what you sell as you are.

An effective alternative is to use carefully targeted Facebook advertising to reach a specific audience. I am going to provide an example of how to reach specific people, and also how to use the information you gain from it.

Mark’s Example: Let’s say I am trying to sell Smart Slate interactive whiteboards. No, I do not sell these, and I have no stake in the market. I chose this, because I wrote about it as another example a while back. This is just an example to explain targeting using Facebook advertising to build a better marketing strategy.

What do I know about the Smart Slate market off the top of my head? I know that they are used in a lot of classrooms. I also know that schools have a hard time budgeting for them. I actually know this because my kids’ school has had fundraisers to buy them. So, in this case, I may want to test my Facebook ads with teachers and other school related interests. Why do I want to connect with teachers? I will explain that more in Step Four.

Since I am only going to sell these items in a specific region, I only want to target specific areas. I could choose to target anything from a worldwide audience to only my specific city. For the example, I will use my state of Kansas, and the surrounding states of Nebraska, Missouri, Colorado, Oklahoma. Now, in order to target teachers in my target area, I will go to create an ad on Facebook and see what kind of a target I can come up with. It will look something like this screenshot:

Notice that this brings the selected audience down in size but it is still far from being targeted. It still leaves me with 8,578,280 people age 18 and older who live in Kansas, Nebraska, Missouri, Oklahoma or Colorado. That is far too broad, and it could look like selling hamster skin purses at a college fraternity party. I am not out to waste time and money. I want more customers.

Next, I will set some demographic details. In this example, I will target young teachers who may be more interested in technology, so I am using 30-40 year old college graduates who have specified interests in their Facebook profiles as follows: teaching; teacher; elementary teacher; teaching resources; or teachers. Note that Facebook helped me by suggesting interests. Here is what it looks like:

Now I have an estimated reach of 44,480 people who live in Kansas, Nebraska, Missouri, Oklahoma or Colorado between the ages of 30 and 40 who graduated from college and like teaching, teacher, elementary teacher, teaching resources or teachers. This is looking better, but there is still a lot of potential for fine-tuning. This simply gives me a starting point for one of several ads I may want to use for testing my audience. In other test ads, I may want to broaden or narrow the age range and condense or expand my target based on demographics.

Once I have run the ads for a couple weeks, I will want to give careful attention to who responded. Facebook will report this information to me, and tell me what other common interests my responding test audience have. Who knows, I may find that a lot of my respondents also love hamster skin purses. If so, you can bet I am going to use that information in my other marketing efforts, as well as how I address my new pals on my Facebook page. I will use this information in my blogging and search engine optimization, as well as other online and offline efforts.

Do you remember that customer modeling that I mentioned? Information like this is what helps you to understand your model customer and stop wasting time and marketing dollars.

Facebook advertising is not where you will make a squillion sales and is not the entire campaign. It is just one tactic within the overall strategy of the campaign (see “Social Media Tactics Without Social Media Strategy Fails“).

Facebook ads are often best used for building brand awareness and bringing in those Facebook fans who will “Like” your page so that you can communicate with them. I said communicate … not just promote your latest special or badger them with flavorless advertisements. Provide them with value in whatever way you can. This is another step, and I will get to it, but mark my words: “Provide them with value!”

Something really great about Facebook advertising is the potential for segmentation. You can target an audience based on very specific interests that they have expressed with their “Likes and Interests”. This is not guesswork, and the segmentation possibilities are quite useful.

For a good read about using the data from Facebook advertising, read an article by a friend of mine, Tommy Walker, titled “How To Use Inception Marketing on Your Blog“.

Facebook Marketing Step Four: Making Awesomeness

This is tricky for a lot of people. What are the keys to making awesomeness? A lot of it comes with experience. Awesomeness requires continual effort, so it should not be seen as just a quick fix. Marketing talent is not just inherited. It takes practice and patience.

In the case of my example in Step Three of reaching teachers with a message about Smart Slates, I want to learn from them. I want them to teach me their challenges, and learn how I can help them to afford my products. I want to learn what they have found useful about the products. I want to hear their success stories of school fundraisers which worked well. I want to help other teachers to find better ways to get my products into their classrooms. If I do this well, and if I am really useful to them, I will have a lot better chance of selling more Smart Slates in their school district. Plus, I will connect with a good number of teachers who may be more willing to relay my brand name to others.

Now, doesn’t this start to look more like a strategy than just advertising? This is what I mean by creating awesomeness. Doing things different from the rest and making a useful impact in some way.

Listen to the people on your Facebook page, and give them reasons to talk to you. Give them what they want. If you have done your customer modeling well, you have the information you need about what they will respond to. Use this information well, and use it for their benefit and not just your own.

If you have restaurant, ask them what their favorite menu item is, and how you could make it even better. Ask them reasons they like you and how you can improve. Have fun with them and post a challenge to see if anybody can eat the whole thing.
If you sell engine blocks, start a Facebook discussion and ask them if they have any engine replacement tips to share with others. Find out if they love auto racing, and what kind. Get them to post photos of the cars they are putting those engine blocks in. Learn if there are other performance auto parts they need.
If you sell Smart Slates, provide helpful tips for teachers or information for running a successful school fundraiser. Learn from the teachers.
If you sell cars … well, don’t get me started about car dealers using Facebook. That is another blog article, and I already wrote it.

I think you get my point. Just don’t act like a stereotypical car salesman!

You can do this all alone, or you may choose to enlist the assistance of an experienced marketer. In either case, it is best to pay attention and keep your eyes wide open to the possibilities. Marketing is a whole lot more than just shouting into a crowd and hoping for results. Applying good principles of marketing to the right people and with a better message can provide measurable benefits to a company.

This is a lot more targeted, measurable, and useful than other marketing tools such as the once-popular television advertising. I mean, just look at what television is doing these days.

WIBW Channel 13 Jim Ogle Facebook Dog Poop-Talk — WIBW Channel 13 Jim Ogle's Facebook Dog Poop-Talk

How To Sell Paper Clips: A Closer Look at Marketing

Think about paper clips for a moment. They are about the most basic thing you will find in your desk drawer. When you consider your marketing, try to imagine selling paper clips. You probably do not think much about what brand you are buying when you need to replenish your paper clip supply. This is likely true of your product or service, too. Unless people have a good reason to remember you, it will be a lot harder to grow your paper clip market share and to become more prosperous.

If you challenged multiple companies with a truckload of paper clips to sell, somebody would sell out sooner than the rest. One would almost surely hit their stride and empty that truckload of paper clips before the others, and there must be a reason.

A basic essential of marketing is to get people to talk about you in a positive way. When other people talk about your brand, it is far more valuable than when you talk about your brand. This is proven every day, and in many markets. Just think about the ones you remember and why you remember them.

In order to emphasize the point, I have created this short video to show you how to sell more paper clips. I hope that you will enjoy it.

Addendum: After comments from Jim Rudnick at Canuck SEO (JVRudnick) both below and on social networks, I picked up the phone to call and thank him. We chatted and he told me of a remarkable story about a man who traded a paper clip for a house. If you doubt the value of good marketing and how to build value in something as simple as a paper clip, you should see the story of Tyler Wright.Thanks for sharing, Jim!

Is US Airways Listening to Social Media? Are You Listening?

I just read a blog article about a poor customer experience with US Airways. It got me to thinking about the ways we listen, and I think it could be described as two different types of ears.

Consumer Listening: Skeptical Ears

The first type of ears are those of a skeptical consumer. We have skeptical consumer listening skills which are pretty basic and instinctive. These are the ears we use to hear scandal and negativity. Most people have this set of ears cranked way up to hear anything they need to know as a consumer.

Consumer watchdogs are everywhere, and social media brings them out in a big way. In fact, it allows each and every one of us to be a consumer watchdog and to tell our story. Anybody with a bad experience can make a pretty loud sound using social media.

Consumer Listening: Marketing Ears

With a different set of ears we hear the marketing message of a company. We turn the sensitivity of those ears way down. These are the ears we use to hear all of the good things that a company does, and the reasons we should buy from them.

As a test of your ears, just consider it this way: Do you hear me better when I say that I want to provide you with my valuable SEO and social media marketing services (and I do), or when I warn you about ways you may be screwing up your SEO or social media marketing? You see! Your instinct is to hear what could hurt you, more than hearing things that can help you. This is why it takes so much more effort to spread a good marketing message than to spread a negative message about a company.

We have all heard that it takes many “rights” to correct a “wrong”, but what if you could turn the “wrong” into a “right” of sorts?

Turning Up the Marketing Ears

There are a lot of ways to turn up people’s marketing ears and help them to hear you. Ironically, it can sometimes come from whispering into their other set of ears … their skeptical ears. If you are running a business and somebody is talking about your brand, you should be listening to the negative and even using it to your advantage. I see it all the time that companies are either not paying attention, or they hear negativity about their brand but do not address it. They just hide their head in the sand like an ostrich and wait for things to blow over. What they often overlook is all the potential for benefit they may be missing. They see it only as damage, and often try to ignore it in hopes that it will go away. The truth is that it is not going away, and ignoring it only serves to cause a sense of passive aggression. It often makes people want to scream even louder about their distrust or discontentment.

US Airways Best and Worst Scenario

What if US Airways hears this message of discontent about their brand and ignores it? It means that they will further lose faith from this consumer, and also that of others he encounters … both online and offline. On the other hand, what if US Airways used it as an opportunity to regain his faith? What if they were able to improve his opinion of US Airways and even come to make him a fan of their company? Can you imagine the value of turning it completely around and showing a disgruntled consumer that you really do want to make them a happy customer?

I suspect that the disgruntled US Airways customer, Jeff Gibbard will soon have answers to whether US Airways is listening. In the meantime some skeptical consumer ears are perked, and just waiting for US Airways to whisper.

Are you listening with both sets of ears? Come and let me whisper in your skeptical ear. 😉

Update: 14 June at 7:30 p.m. USA Central Time

I would like to add that America West Airlines, which is the same company as US Airways (they merged in 2005) has been here and did nothing! They gave no reply, and made no attempt to apologize to Jeff Gibbard or even give an excuse.

Here is a screen capture from my visitor log which clearly shows that this article is visible, even to the noisy airline industry.

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Topeka Kansas Car Dealer Social Media Marketing Case Study

Car dealers are infamous for their marketing short-sightedness, so they make a great social media example. New and used car sales organizations live or die in short bursts of business, and it creates huge anxiety for them – but this is not just about car dealers. This principle applies to many industries. I’m just using our auto-peddling worst nightmare as an example so we can all relate.

In the auto dealer scenario, as with many other retail industries, the inventory is often financed using a “floor plan”, and if the inventory is not selling, the bank will make it very uncomfortable for them. This creates a challenge that is not so unlike the urgency felt in any other businesses. The sales must keep coming, or somebody is going to need some creative answers.

It causes a lot of companies to focus more closely on an eight percent increase in new business and overlook the eighty percent increase they could achieve if they look ahead and give people reasons to buy from them.

Topeka, Kansas has fourteen pages of car dealers and related automotive ads in the telephone book Yellow Pages. I had to ask my wife if we have a telephone book, and I was delighted to find that we actually do. I do not know how many car dealers still advertise in the Topeka newspaper, because I do not subscribe. The last time I saw a newspaper, it was a lot thinner than it used to be. The auto industry was hit hard by the economy in the last few years, and car dealers sought a better way to reach their market, just like everybody else.

It is not surprising that there are at least half as many results for car dealers in Topeka, Kansas returned in a Google search than there are residents of Topeka. A car dealer without a website would be like a car dealer without cars for sale.

Everybody knows that the Internet is where people buy things, right? The automotive industry caught on, and all of the sudden the job of Internet marketing shifted from the part-time receptionist to the “Internet Sales Manager”. That is often the fancy title for the guy who fiddles with a computer all day and tries to sell cars online. He emails his buddies and asks them to come and test drive a car, just so he looks busier. He is afraid for his job, and it is really important to show the boss that the Internet is a good investment.

After a few more doughnuts, he will put the latest finance rates on Facebook. After lunch, he will plan to tell Twitter users how he can save them a ton of money if they get there for the big tent sale this weekend. The successful car dealers are on Facebook. At least that is what they said at the last Car Dealer Internet Sales Manager’s Convention. Wait, maybe it was LinkedIn … I forget. In any case, getting the latest advertised specials out to the people is of the highest importance, right?

This Marketing Style is Not Limited to Car Dealers

This mentality is not only about car dealers, so make no mistake. I am just using them as a fun example. If you read carefully and think about this, you can probably relate it to many other industries.

What drives me absolutely crazy is that I watch far too many companies treat their business like my example of the Internet Sales Manager urgently trying to get the boss off his back. They do all that they know to make their advertising visible and be sure that everybody knows their name when they are looking for a car.

Companies frantically try to shorten their sales funnel while the importance of brand recognition and brand loyalty lose ground to immediate needs.

You could blame the Internet Sales Manager, but much of his focus is imposed by managers above him, the general manager, or dealership owner. Dealers are car guys, not marketing guys, and not Web Guys. Under the pressure of a competitive market, they completely lose sight of what motivates people to buy things.

Following the car dealer theme, many companies will look at the Internet the way they look at the big inflatable gorilla and colorful balloons dealerships put out on Saturdays to make passing traffic do a double-take (and if they are lucky, crash their car right out front). These are all fine and dandy, but they lack the sustainable value of social media.

These are the companies you see with a Facebook Profile instead of a Facebook Page, think Digg refers to an arcade game by Namco, and never understood the reasons to blog.

These companies usually have about 90 friends on Facebook and perhaps 14 Twitter friends to tweet stuff to. They are so wrapped up with search engine optimization (SEO) that they never understood how SEO and social media are inextricably paired with the more challenging factors of understanding what their customers want, need, expect, deserve, and demand.

They neglect that social media makes SEO a whole lot easier and more effective. They do it the hard way and just know that with enough SEO, the Internet will deliver more hot leads and they will sell more cars – and it will, but it lacks forethought.

They try to learn from their peers who are making the same mistakes, and then wonder why it did not work – while overlooking what their customers are already trying to teach them.

Is Your “Car Dealership” Being Creative?

Thinking is often underrated and undervalued. Marketing takes a lot of effort, and the numbers matter. What you do with the numbers also matters. Instead of just looking forward to the next email blast or rewriting your h1 tags, it may be useful to think about a social media strategy.

Everybody is using tactics, but strategy takes real marketing talent, creativity, and looking beyond the next 30 days. It takes guts, and regardless what others tell you is an easy fix, guts are where success grows.

Consider your own examples in place of the car dealership. Have you thought about why people love their cars? Have you considered holding a poker run with your Facebook fans and friends? Have you thought how cool it would be to integrate Foursquare when you do a scavenger hunt with potential buyers? Have you ever thought of holding a ride-along with a race car driver at your local race track? Did you ever consider that you could build more incoming links if you were the first to craft a story about something important to your industry … important to the people who care about your industry? Did you ever think to monitor social media to see if somebody is talking about your dealership, your products, or your industry?

Do you ever wonder what happens if your competition gets it right first?

I started thinking about this after two different instances of friends in the automotive industry who told me of two different car dealerships in the Topeka area in need of a better marketing plan. I looked at their online efforts and found lack of strategy. It appeared that they approach their online efforts and offline efforts as two completely divergent markets, rather than integrating them. Although there were some pretty websites, they were hard to navigate and lacking a call to action. Worse yet, they display their companies about as interesting as a car salesman in a leisure suit rushing across the lot to shake my hand.

Maybe it is time for me to perform a social media and SEO case study on a Topeka, Kansas car dealer. I think it could be really interesting to share what would happen when one of them led the way. On the other hand, in Topeka, we have what I see as the worst stereotype of car dealers. I would probably do better to poke my eyes out with a Chevy bumper than try and explain something car dealers refuse to hear.

Save your dealership – stop acting like a car dealer!

To Car Dealers: Car dealers always express urgency to buy today, so let’s spin the table and see how urgent you are about increasing your car dealership’s profit using effective social media and SEO. Subscribe to my blog today and I’ll let you read it for $0 down and $0 per month.

UPDATE: I have a funny update to this blog post. Shortly after publishing this, I received a call from a Topeka area car dealer who was referred to my services. The man on the other end of the line wanted to hire me to actually work for and work at the dealership … selling cars. It seems that somebody bumped their head … really hard.

I told him what I do (marketing consulting), and he kind of had that “duh, I don’t understand” glazed over effect. Many people just don’t understand that they will not improve their dealership’s new and used car sales volume until they stop trying to sell cars the way their father, and his father sold cars.

The world has changed, and car dealers seem to think they can hold back the change. This is why so many of them are going out of business. They do not want good advice. They just want another person to explain how “right” they are. It is a sad loss for them.

Social Media Tactics Without Social Media Strategy Fails

I look around the Internet and see a lot of social media tactics without any overall strategy. It often leaves me shaking my head when I see so-called social media marketers who offer nothing but setting up a couple of social media accounts then find a handful of people for their client to spout advertisements to. Maybe they even offer to do the spouting, but often without a real sound plan. It leaves little wonder why so many people are left to question the usefulness of social media in their business. It is a sad fact for many companies, but it can be fixed.

For the purpose of this article, let us look at the words tactic and strategy like the military does. A military tactic is an action that is implemented by a group of no larger than a division. A strategy addresses the planned outcome of the entire military operation. In social media terms, one way to look at a tactic is sending tweets on Twitter, while a strategy addresses how those tweets fit into the overall business plan and marketing objectives.

I suppose it should not be surprising that many people do not understand the difference between a social media tactic and a social media strategy. After all, most of the people implementing social media today are not marketers by trade, nor have a significant stake in the outcome. Many will say that they are marketers, but most really are not. They are technicians of marketing tools, but not practitioners of the trade. If this insults you, it shouldn’t. It is not saying that the receptionist who was put in charge of tweeting is any less important, or that the guy in accounting who created the last ad campaign is any less valuable as an accountant. We all have our own skill sets, and just because it is popular, you can still be cool if you are not a marketer.

Social Media Tactics Examples

I witness many social media consultants who promote setting up Twitter and Facebook accounts, fancying up the profile pages, and helping customers to find followers or fans. Sadly, this is about as useful as a hammer without a carpenter. These tactics are just creating tools, and without a strategy … an actual understanding of what to do next and why, companies are often left to receive terrible results and disappointment. A tactic without any function or objective in place is only useful on a very short term basis, and that is if they have luck on their side.

A common tactic I see is the social media consultant who tries very hard to reach a lot of people with entertaining messages like a funny video, a joke, or inspirational quote. They tell their clients to be fun, interesting, and engaging. They promote making a lot of friends by being themselves and making it personal. This is all just fine and dandy, but it is only a tactic. In the end, you may have a lot of people who like you but still lose a lot of time and money. The overall strategy of this social media tactic is that if you have a bunch of friends and they like you, it will be easier to sneak in your advertisement now and then and get your friends to help you spread it to the world. The problem is, these are only tactics, and there is really not a sound strategy. Friends are great, and we can all benefit from having more friends. I love the friends I meet via social media. I met my wife back in 2000 using social media. All the friends are fantastic, but those friends alone are not likely to come running make your mortgage payments. You need more to your strategy than this.

In an upcoming article I will show actual statistics which I have compiled regarding the effectiveness of tactics in contrast to strategy, but for now I want you to think about strategy more in terms of short and long-term objectives, and how you can improve yours.

Social Media Strategy: A Plan for Success

Let’s just say that you have a bunch of people following you on Twitter and a squillion fans on your Facebook Page. What are you going to do with that? Will you provide something that nobody else is doing? Do you have a strategy that is sustainable beyond the next Facebook update?

Let us use a restaurant as an example. If you have a restaurant, will you blast out your specials every day and hope people come to see you, then perhaps just keep lowering your sale price until this tactic begins to work? I hope that you don’t think that is a useful strategy. Try to think of strategy more like this: Create a contest among waiters to see which one will have more customers tag your restaurant in a Facebook photo or upload a picture of their good time with your awesome waiter on TwitPic and send it to you as a reply on Twitter. Create a special inauguration party for your latest “Mayor” on Foursquare. Integrate these tactics into an overall strategy to produce a sustainable marketing force of people who love what you do and love to tell their friends. Reward them with something fun, interesting, and preferably delicious. These are things people will remember, and ways to have other people interested, rather than just wasting time with basic advertising tactics.

Even Good Strategy Fails Without Implementation

A good strategy will still not benefit your company without implementation. If you find that you have a handful of tactics without a really solid and productive strategy, stop and take another look. It is not too late to start doing things better, but each day that slips by will mean more money down the drain.

Here is one more example of a strategy. My strategy is to provide something useful. I want to give you something you did not get elsewhere. I want to give you something valuable that you can use today and receive benefit. Using this strategy, a small portion of my readers contact me when they are ready to create and implement a strategy using tactics that work.