Put Your Work In Where It Makes Sense

Now that Owner Magazine is up and running, I have new work in front of me. On one level, I work with all my authors to make sure we’re creating really useful business information for people just like you. I work with Rob Hatch to ensure that we’re creating interesting opportunities for our launch partners and future sponsors/advertisers. But my primary goal beyond that is building the community and attract new readers, and to empower the Monchu. Part of what I’m learning is what matters for those efforts and what doesn’t, what works and what doesn’t. 2013-09-16 10.13.43

I know, for instance, that subscribers to my newsletter are FAR more responsive and interactive than any other digital touchpoint I have. This blog post will drive a dozen or so people to go check out Owner magazine, but a pointer via my email newsletter (which has now 1/4 the size of the amount of people who will see this post) will drive hundreds and hundreds of people to check it out. Thus, with that in mind, if I really want you to see something and it really matters to me, I may or may not blog about it here, but I will definitely touch the newsletter list and ask them to check it out.

Test and Test and Measure and Test

I’m reading Growth Hacker Marketing (affiliate link) by Ryan Holiday right now. Early on, one of the first big points I came to appreciate in the book is that he describes how the growth hackers differ from traditional marketers insofar as more of their efforts are placed on experiences they can measure. For instance, growth hackers spend more time figuring out which technologies move which dials in this or that analytical tool. I’ve gone from NEVER doing things like that to paying $100 on Facebook and seeing what I get for it (so far about $20 for 60 clicks, so not exactly stellar, but I’ve learned a lot about what I don’t know). I never used to care about testing and measuring. I just worked by feel. And I still do to a large extent. But I see the wisdom in knowing my stats a little better.

I had a chat with Christopher S Penn over lunch the other day, and he mentioned that Twitter had some really neat new analytics. I’d never even seen those before:

Screen Shot 2013-09-17 at 3.50.37 PM

That’s the activity around Owner so far. Not bad, consider we just launched. But I also see that I want to do more to up the ante. I want to know how else to get attention and traffic and build some community from it. But is Twitter really my target? Not necessarily. So I’m learning to court places I’ve really not done much with for a while, like LinkedIn. That’s not panning out yet, but I’m measuring.

What Works and What Doesn’t

I’m hard at work writing my new book and in so doing, I’ve been thinking about how some entrepreneurial types do certain things whether or not they work, just because they used to work, or you believe they did. For instance, Twitter used to be really great for me for promoting and marketing? Now? Not so much. And yet, I hang around there a lot more than I should, given the value I receive from there (in a purely business perspective).

What works? Connecting with people. What works? Helping others by solving their challenges directly. What doesn’t work? Just lobbing things over the wall. What doesn’t work? Hoping my efforts are being helpful without measuring.

Do your work and do it where it makes sense. That’s what will help you find your success.

And if you’ve not yet checked out Owner, prove me wrong by clicking that link and mess up my stats by showing me that you visited the site. : )

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  • http://www.blazewebstudio.co.za/ Geoffrey Gordon

    Hi Chris

    I think the take way here is metrics. We don’t measure and test enough. Its the activity that’s least interesting. However those who invest in in will get better results.

    I am currently doing some A/B split testing of pages. I also accept a lot of brutal feedback on my website and make tweaks now and then. :)

  • April Carter

    What’s kept me from getting into analytical tools thus far (apart from a very tight budget) is how little interaction/traffic I have anywhere online. I feel like it would be superfluous to have such a tool until there is a significant amount of data for it to analyze. Is this the right way to think about it?

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  • http://www.strategicpropositions.com Jose Palomino

    One thing I’ve found is that people are so inundated with “connection opportunities” that you need to find genuine ways to connect (meaning Twitter — like you said — just doesn’t cut it any more). One thing we’re doing is reaching out to new contacts to interview them for my book research. It’s a great way to network while researching — and it gives top-level execs a chance to think through certain aspects of their business. Plus, it only take a half hour or less out of their day.

  • http://raulcolon.net/ Raul Colon


    I think finding the blend of being able to stay around Twitter for the long tail opportunities but not spending too much time where you can invest it elsewhere.

    I have been using Facebook ads and I have to say that it has paid fairly well with conversions on one client where I am measuring how many people signed up to the mailing list and how many people reached the client location and bought something.

    I meant I bought that book a few days ago… Will put it up in my priority list to read.

  • John Andrew

    “Drafting” a bit on Jose’s comment: I still struggle with how to make Twitter connections more than a “drive by” stream of links and concepts. Developing meaningful connections ultimately implies getting down to specific needs and concerns of individuals or small groups of individuals. Automated personal relationships aren’t very personal. Any ideas?

  • http://www.nifsindia.net/ Nifs India

    Try different social networking sites which gives more priority to business, just like facebook!

  • Varcity

    I agree with marketing it is how you connect to people not gathering people this are two different things you may have a million followers but you how many of them are the real interested with the services or products you offer its the quality that counts.

  • http://www.tripleyourclients.com/ Andy Brown

    It can be tricky staying on top of all the tracking data we have at our fingertips.

    I find the best bet for me is to automatic reports, so as I receive daily top level stats in my email on a daily basis. I know if I don’t receive the data like this I’m unlikely to check out out on a consistent basis.

    So for example with my clients we implement phone tracking. I need to keep on top of this stuff and thus love receiving a daily report on the number of calls for each client. This works for me, if there’s a peak in the numbers, I can of course log in and check further to see why.

    Looking forward to the new book Chris!

    Regards following your own promotions and post, you are right I used to follow more on Twitter. Then I started to read every blog post because I knew there would be one nearly every day. Then when you started your newsletter I found myself reading your blog less, but always finding the time to read your newsletter. In fact I have listened to all of your podcasts so I was also consuming your content that way as well – and of course being entertained.

    Now to be honest I haven’t spent much time on Owner, not to self go check it out.

    That’s all my activities, just one person in the thousands that follow you. So I can imagine it’s a tad tricky keeping on top of it all!

  • Jill

    “What works? Connecting with people.” Very true. It’s less about the number of members of a given community, and more about the quality and number of beneficial relationships **between** those members. Potentially self-maintaining.

  • Ava Cristi

    Helping others in solving their problem is the most effective and must always be no.1 on your list when you think of some important things to do in order to become successful in your marketing campaign.

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  • http://www.mynotetakingnerd.com/blog Lewis LaLanne – NoteTakingNerd

    I love how you hammer home the point of doing WHAT WORKS.

    This reminds me of an important lesson I was reminded of from Gary Vaynerchuk’s Elevate speech . . .

    “What you think is ‘proper’, ‘socially acceptable’ or ‘the way things should
    be done’ has absolutely nothing to do with the way you need to be
    running your business”


    You read that right. This is what Gary told the audience was the one
    thing you need to keep at the forefront of your mind as a business owner.

    Your beliefs about what you don’t like and are scared of, don’t make reality any less real.

    It makes no difference if, like Louis C.K. or Dan Kennedy, you don’t like the fact that people have their umbilical chords plugged into their phone or their tablets and are meeting their psychological needs on these devices virtually instead of engaging in person with the physical world around them.

    Just because you don’t like the fact that people watch 4 1/2 hours of YouTube a day doesn’t mean that you shouldn’t be using YouTube to market your business.

    The quickest way to go out of business is to be nostalgic about the way you make your money.

    Reminiscing on the good ol’ days and stubbornly clinging to what is comfortable to you ONLY because it is familiar to you is STUPID.

    It is 2013.

    If you’re not on Facebook, Twitter, Pinterest and Instagram telling
    compelling stories of how you bring value to your perfect prospect, you
    are almost irrelevant to a MASSIVE number of people who could be giving
    you money and respect.

    And I take my hat of to you Chris for acknowledging this and evolving forward as you have. :)

  • http://www.getsgad.com/ Rama Singh

    Put your work effort where it makes sense, clearly shows ideology put in by you and laying efforts for the work, where there is no outcome then this is of no use.

  • http://myinfinitybox.com/ Emily Chu

    Its all about connection. Great points.

  • jaimie bisbee

    My Uncle Leo got a year old Fiat by working part-time
    from a macbook air. this link J­a­m­2­0­.­ℂ­o­m

  • http://netmarketsuccess.com/ Silviu

    Hello Mr. Brogan,

    You want to build a community and attract new readers. I am a new reader and I am interested. This is the first time I arrived here, on your site and please let me tell you the impressions of a common reader.

    First, I read this article. I think I got the principle: do only what helps you grow or takes you one step closer to your goals.

    Then I clicked on the “Owner” link. It seems a kind of online magazine. It is incredibly neat. Very little graphic elements. Is this a new trend? Have people finally grown tired of all those fancy pictures with no relevance that pester the blogosphere? It would be so nice.

    This makes you a kind of content creation expert. I will explore the site and the magazine, post by post and try to capture the essence.

    Finally, I made this comment.

    I am not looking for authorities. I don’t like authorities. I am looking for real experts to learn from. Those who are not so famous but are really powerful in their fields. Are you the one I am looking for?

    Have a wonderful day