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Somebody told me this afternoon that he saw no value in our social analytics tool.
And you know what? I completely agreed.
We messed up because we didn’t care to ask him what his goals were. So the fact that we have a couple hundred metrics across Facebook, twitter, YouTube, Instagram, and other sources– it meant nothing to him.
We could have continued to parade every variety of bar chart and pie chart in whatever color, sliced by date, his own page, his competitors’ pages, whatever.
It would be a meaningless exercise.
You see, people buy solutions to their problems, not software per se.
I happen to own about 2,500 books. It’s not because I love books– it’s that I am interested in learning about a variety of subjects.
You buy a hammer and nail because you’re trying to solve a problem, not because you like nails.
So when you’re building software, demoing your services, or trying to get a customer to use your product, always consider their goals, not yours.
And that’s why our software sucks.
It’s an enhanced map to help you get where you want to go.
But if you don’t know where you want to go, any direction is as good as any other.
DON’T BE A TOOL
For the rest of us, there is no substitute for thinking.
Don’t worry, the machines aren’t about to replace us any time soon.
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.