Quick Tip

What was I thinking?

Several years ago, I started doing some very irrational things.

I would make 3 trips take out the trash when I could have carried everything in one.

If I had a plate and a cup to take to the sink, I would make 2 trips.

One for the cup. One for the plate.

Unloading groceries took forever, one bag at a time.

I was LOOKING for ways to be as inefficient as possible.

Why the Looney Tunes behavior?

I had just bought a FitBit like device (I can't remember the actual brand).

Now that I could easily measure my steps, I did nutty things to maximize "my number."

I'm not the only one.

Around 2010-2011, Wells Fargo emphasized opening new accounts. In addition, they provided monetary incentives for employees to make their numbers.

Boy, did they.

Fast forward to 2016. Wells paid a $185 million settlement because their employees did crazy things to meet their numbers. Like opening about 2 million unauthorized accounts.

I'm not saying you are going to commit fraud to make your numbers. But every day, small businesses do themselves a disservice by focusing on short-term KPIs that don't match their long-term goals.

For example:

  • Increasing email open rates without increasing sales (or moving people towards a sale)
  • Increasing gross sales by giving away most of their profit (think Groupon)
  • Increasing click-throughs with sensational headlines only to have readers immediately bounce because "the steak didn't live up to the sizzle."
  • Growing your email list with a "free offer" that attracts the wrong audience.
  • Sending out more proposals without first qualifying the lead

Managing your KPIs is a great way to grow your business. Just make sure the ones you pick align with your long-term goals.

Yours for smarter marketing,



News, Tips, & Tricks

Book of the Week

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Monday Was National Book Lovers Day

Here's a pic of Stephen King made up of his book covers.

image credit - Fanpop

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Thanks for reading.



P.S. - And whenever you are ready, here are 3 ways I can help you grow your business:

1) Get a copy of my new eBook - Break Free From Your Inbox - Spend less time writing emails and more time serving clients. Simply reply to this email with "Inbox" and I'll shoot you a copy.

2) Try the Marketing Mindset Scorecard - See how each mindset is helping to grow or slow your business. Click here

3) Get more leads from your website - If your website isn't delivering enough leads, reply to this email with "website leads" and I'll send you the details about my Website Leads Audit.