Bet I Can Prove Most Marketing Is Still Not Seeing The Trees For The Forrest

Peter,

Dave Iago may have figured out the solution to the business texting challenge you've presented.

He seems to conduct business seamlessly via text in a manner that you speak of.
Here's a case study highlighting how he's doing it.

Every year, hopeful "wanna be gurus" buy millions of dollars' worth of "how to make a million tomorrow" or "how to start a business" products. The market isn't limited to doing business online, but the idea of working at a computer making "six-figure incomes in our pajamas" is especially irresistible.

95% (if not more) of the customers for these products will spend thousands of dollars, then turn around looking for the next magic pill before their credit card gets a chance to cool off.

Keep it simple and TAKE ACTION!

Appreciate everyone's great contributions to this thread.
I don't really want to get lost in systems of texting and implementation it was really just one example.

Really what I am trying to say is that in pretty much every instance something really obvious is not being done or could be done much better if you stopped getting lost in complexity and just stood back and looked at the big picture.

Sure having seamless texting in a national chain is not easy and may not be the best example but in general for many businesses when it comes to texting, it is a rather obvious and easy way to receive a lead. You can always just call them back after all.

I wrote this thread because it is a rare instance that I have taken on a clients marketing and not found at least one element that made the owners do a face palm when the issue and solution was pointed out and implemented and this is often after so many "professionals" have been working constantly on their marketing and after years of the business owners being stumped and to be my worst critic I am NOT that smart BUT I am a very good picture person. Results from what was brutally obvious to me have often had dramatic results and generally have not been complicated or expensive to implement. I have for example often been called by a new business to handle their marketing. When I learned the location I knew they were screwed. If 5 other similar businesses have gone under in that same location over the past 10 years they should take a hint for gods sake.

Other examples:

1. A business killing themselves trying to bring in more prospects when the brutal truth was the buying decision absolutely almost always involved both husband and wife so closing Mondays and opening Sundays or opening later in the morning but staying open later in the evening so that it was actually possible for the couple to attend together had impact that was huge, cost little to nothing and solved problems that they had otherwise spent a fortune trying to solve. It was also made clear in all marketing the place was totally kid friendly so feel free to let them run around.

2. A national PI firm that was killing itself to rank locally, spending a ton on SEO, getting killed by the google places listings etc... and the fact their business model was one central bricks and mortar location. I went in to talk SEO but I quickly got them what they wanted by simply contacting bail bond companies in some 200+ cities and made arrangements to use their local bricks and mortar location as a representative office of the nationally centralized firm. They said yes quickly as we could send them work and included them in our marketing efforts and though someone wanting PI services could walk in to the office it NEVER happened because in that niche prospects are happy to conduct over the phone, especially given their real target market was law firms/corporations etc.. As a bonus we got them ranked in natural serps as well, often owning half the page in most major cities using vids/directories that included the bricks and mortar addresses of their new partners but that was funded by almost immediate results of harnessing the local presence and google maps listings of the bail bond companies.

If you back up and look at the big picture the solution almost NEVER includes building some complex technological thingy.

The problem with us marketers is we LOVE technology and the complex. A simple solution doesn't excite us. Some consultants even wrongly feel they should not be able to bill huge sums if they point out the obvious that everyone else is missing but that is so wrong! If I can fix someones marketing by pointing out the numbers on the side of their building are too small for them to be found I have no issue billing for the results changing those numbers will bring.

An off the cuff example, there is some show on TV about mining for gold, forget what its called. A crew with millions in equipment, brutal hours, tons of manpower, all about to go down the drain with a dismal season as returns are not matching investment and some old guy stands on a hill looks over the property and says see that dip over there, that's where you should be digging, not where yer at now. Suddenly problem solved. How much was him pointing to that spot worth? Of course most consultants would of done complex studies of equipment, tried to invent some new process etc.. ;-)

I've always viewed marketing as every step a business takes to gain new, repeat
and referral business.

A cornerstone of that is to always look for ways to make it easier for the customer
to deal with the business, and like the experience that the business offers.

Just a simple example at my hotel is to make it easier for the guest to get the room
they want. We used to have different prices for the Suite, the King bed rooms, the rooms
with two or three beds, and the "Colorado Rooms" (a little prettier and more recently
updated).

So, that was four different prices to explain. We literally had people try to squeeze 4
into a room with a King bed to save the $5 or $10 (seasonal pricing). Or, they would
take the King when they really wanted two beds so they would not have to share a
bed with their sister or brother.

Now it's one price for all the rooms -based on up to two adults, and a higher price
for the Suite because it is essentially a one bedroom apartment that sleeps six and
has a full kitchen. Easy to explain and people are pleasantly surprised that they can
get the room they want for the same price. (Oddly, just as many people expect to
pay more for a room with a King bed as expect to pay more for a two or three bed
configuration. Regional and Country differences I suppose.)

With respect to the texting thing, I could overbook if people could do a reservation by text.
And, I'd have the same problem of texting in front of the customers standing there.

My insurance agent actually had to set his phone up so people cannot leave messages
when they are closed. He had too many clients think their phone message constitute the
needed change to their insurance policy. "I left a message about the car I purchased Saturday.
What do you mean Sunday's accident is not covered?"

As I think about this, I am reminded of Naisbit's book called Megatrends and his concept of
high tech/high touch.

PS I always wanted a space pen. LOL. http://fisherspacepen.com/

So... should I go and change all my advertisements and websites from "Call now for your free in-home estimate!" to "Call or Text now for your free in-home estimate!"???