This is a Marketing Post
November 16th, 2007Mike and I hear a lot from folks about how we should be marketing more, and it’s often couched as, “this stuff is great, why don’t more people know about you…you should market better!” Usually our answer is, “no, we don’t market, we just produce really good product, and rely on word of mouth, which everyone says is the best advertising you can buy.”
Frankly, we know we’re falling down here. We’re looking at our priorities, and we do think we have them right, but we have stuff not getting done. So, we worry that there are managers out there who might benefit from our content, and we’re not working hard enough to reach them. (Trust me, we’re working hard enough in general, but just not on marketing.)
And then it hit us: why not just give the word of mouth a megaphone?
Here, then, is our first installment of an email note from a member about their experience with the Interviewing Tool. (We also want to market free stuff, too - we’re not just trying to sell Interviewing Tools with this post). If you care to share, please write us a note (showAT…), and tell us if we can use your name or not. Please share in the spirit of letting OTHERS know why you’re a fan, a member or premium content subscriber.
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Dear Mike / Mark
I just wanted to let you guys know that I just landed a VP job at a company that was at the very top of my short list of career companies. I landed the job as an outside candidate in an environment where they prefer to recruit from the inside. It was also a very hotly contested job.
Without question the interviewing podcasts and content you provided made the absolute difference. I followed probably 85% of what you outlined. Had I not followed this advice I would not have had the level of confidence to perform the way I did throughout the interview process. I was so well prepared I was able to be at ease and operate at another level.
So thank you. I trust you guys know that you are making a difference – all my direct reports listen to your content, and all my new reports will in the future.
Also, I am one of the people that had to cancel out of your very first conference and you refunded my money – even though you didn’t have to. You are a class act.
Many thanks and may Manager Tools continue to thrive.
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We do this for you all. It’s a privilege to serve.
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November 16th, 2007 at 2:21 am
Mark, Mike:
I got to tell you, you guys are world class. I have downloaded all of your podcasts and have been listening to them every day on the way to and from work for three weeks now. I plan to buy the premium content, I will buy the interviewing series–everything. I will also send this to as many colleagues, friends and acquaintances I have in my network. Here’s specific feedback on why I like you guys:
- tone of voice: friendly, forgiving, energetic and professional
- vocabulary: top notch managerial, cutting edge lingo–powerful stuff
- experience: hearing about real life cases is, whew, energizing to say the least
- it’s a dialogue: it’s fun to hear an exchange of ideas, not one way monologue
- consistency: you guys deliver, week in, week out
- discipline: a lot of your stuff is based on discipline (West Point influence? I don’t know, but it sure would not be as powerful without this underlying discipline idea)
- pervasive professionalism: focus on behavior, not personality
And the books you recommended–wow–I am reading “The Pyramid Principle”, I mean, how come nobody knows about that book? It’s insane that such good product isn’t making it to the Fortunes and the Harvard Business Reviews lists of best business books. Just mind boggling (My company just bought that book for me–shouldn’t you get the commission?).
Overall, just listening to your podcast in the morning before going to work is good enough to get me into an energetic, productive mood for the day. I got to be honest, it’s a heck of a jolt. You know what–thanks a lot, okay.
I was envisioning Mark consulting for me some day. I’ll try to make it happen, just let me get into management…
Anyway, keep doing this great work, and thanks again.
Nick Newman
November 16th, 2007 at 7:44 am
Mike and Mark,
I want to Keep this short and sweet. (Let me try)
BLUF:-
You are the best thing that Happened to Manager community since “Peter Drucker”.
I am listening to your podcast Monday to Saturday 630 am to 0715am in my IPOD since April 2007. I have every podcast in my IPOD since the first show in June 2005.
My whole approach to Managing people, issues, interaction with them(including home front) has changed a lot. I am premium content member and I guess I signed off within 2 Hrs on August 1st when it was made available (I cant count how many times I visited the website to check if the offer opened).
Your casts on DiSC, Handling personal crisis, body odor, are unchartered frontiers where few have dared.
Horstman’s law, I say to my friends is FBI. (Focus, Behavior, Impact) for people.
Your Podcast are to the point, covers international audience, have very good examples and most of all I like the SHOW ME (us) approach.
Keep up the great work and I am doing my best to spread the word around in my email contact of a few 450 people. In all my personal emails I send to friends I always refer about MT as well as mention them as reference in my BLOG countless times.
Very few, would do the service you do to managers Free of cost. You are the main motivator for me to do my best to the Safety professional community members in India covering 1100 people. What more can I say!!.
I guess Drucker now would rest in peace in heaven knowing that he left the managers community in your safe hands.
Regards
Karthik
Bangalore, India.
Karaikudy at gmail dot com
November 19th, 2007 at 2:24 am
M&M
I can’t say this enough. Thank you for everything you do. I am only 23 and your content is making a tremendous difference in my personal and professional life. I am surrounded by ineffective behavior and, if wasn’t for you guys, THAT’S WHAT I WOULD BE DEVELOPING INTO HABITS! Also, the paradigm you have given me to look at management and professionalism has put me light years ahead of my peers.
Also, you speak of marketing, well guess what… I have ideas!
and I would love to see this page turn into a marketing thread for MT. So everyone keep sharing!
1. Can you set up a page strictly for thank you’s? On this page you could have a running # of thank you’s at the top, as well as a running # of people that have thanked. (as I will do it more than once) Get a database of all these public thank-you’s and then have one appear on your new website homepage every visit. Obviously, its only for people that want to make their thank you’s public, but I guarantee people are more than willing to do this. It lets us make our thank you’s effective tools to grow the community. Its a win-win
2. As ‘pseudo’ helper to organize our Chicago meet-ups, is there anyway we could set up a page to help organize and put on events? Our meet-up of local managers has been incredible for us up here. It is so great that I think all cities need to have them. Also, I believe this is the future of MT: A community that grows itself off of your guy’s content. Also, this would create more value for members, create more emotionally attached managers, and more MT evangelists.
3. Merchandise! I want an “MT” lapel pin! Or MT bookmark! Or T-shirt! These things will get people talking. Just like my Horstman’s Laws I have in my cube. I also copied them for both my director, and managing director.
That’s all I got right now, but I think those are all powerful. Its all amplified WOMM, that’s what you guys need. You have a great product. Now make it easy for us to share it with everyone.
Quentin Daniels
November 19th, 2007 at 2:25 am
my response always start out so short too… :/
November 19th, 2007 at 12:28 pm
Quentin-
Thanks for the great note. We love ALL of your ideas, and are making progress in every area.
We are particularly excited about the website redesign, which MIke and I just spent two days offsite laying out, and are now waiting for the design firm we’re working with to send us some stuff to look at. All of what you’re asking for fits into that vision.
Mark
November 20th, 2007 at 9:57 pm
M&M
Have you decided to hire marketing person. I would love to return to the US to head up your Marketing team. I am sure other M&M followers would also want to join your organization. Now if we could just get through the interview
JHBChina
November 21st, 2007 at 1:36 am
JHBChina-
Thanks for the kind words and the offer. We don’t have any plans to HIRE a marketing person, alas. Our marketing strategy is all about content and word of mouth at this point. We subscribe to the idea that start ups use word of mouth, and established products pay for advertising.
We like to think of all members and listeners as marketers…just tell your friends!!
Mark
December 4th, 2007 at 8:47 am
I have been thinking about this for a few weeks. Here is my two cents:
- I like the casts for the exactly the same reasons nmnewman lists above. So much so, I get very frustrated with other podcasts that don’t meet the same standards. Your longevity and consistency, as evidenced by the depth and variety of podcasts available, is always noted by new people I introduce to the site. It really lends to the credibility of MT and is a great strength.
- Some statistics on members would be helpful to help overcome the “it is not relevant to me / our company / our industry”. Stats might include location, profession, industry etc. I am a manager in a land management agency and I commonly get “but it is American”, “sounds like this stuff is targeted at sales / IT …”. Having stats on the website would show the diversity of application to management generally and help ease the concerns as people new to site dig around.
- Following on from the point above I have seen communities mapped on Google Maps. It is a great way to dispaly the data at a quick glance. The issue about it being American specific is a big issue in Australia. There was a whole section on the relevance of Australian specific management literature in my MBA, and this type of cutlural cringe may be present in other countries. Seeing that groups of people in your country or region would help allay these fears. I know I always mention other Australian people or groups who use MT, gleaned from the forums. (I figure this would be easier than changing your accent).
- A MT branded mp3 player. I decided to buy a number of mp3 players, hand to staff and suggest they join and load some of the introductory casts. What would have added to this coaching process would have been a MT logo on them. Particularly when players are so integral to the delivery of your product. Perhaps they could come loaded with the introductory casts on them ready to go? Might generate cpyright issues if they were handed around person to person, but could be overcome if website was also on the player.
- Making widely availabe the Hortman’s Laws as a professionally printed set. Like quentindaniels I have printed what was available online and have them up in my office. It generates a lot of discussion. A professionally printed set would only add to the perception of professionalism. I understand you suppply these at the the conferences?
Hope this helps.
Alex
December 29th, 2007 at 7:30 pm
Long time listener, first time poster
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There are many ways to spread the “good word”…MT=career bible?
#1 - Put manager-tools.com in your LinkedIn or Xing profile under “websites”
#2 - Put it in your facebook/myspace profile
#3 - Digg, Stumble, Delicious, etc your favorite blog posts
#4 - Post the link in your own blog if you have one.
#5 - If you’re a die-hard fan, add it to your email signature.
I’m an online marketing manager and those are some free ways that I came up with off the top of my head. I’ll post more when I think of some
.
December 31st, 2007 at 1:35 am
My testimonial for Manager Tools…
I’m in my first couple years of management and thank goodness I found you guys within the first year. I was, as the business books say, promoted out of my competency and floundered for the first few months. I’ve been listening to your podcasts for over a year now and I know it’s what I’ve learned from you guys that has helped me get multiple promotions and raises.
Personally, I love your podcasts because of the following:
1) They’re persuasive - I don’t get only a to-do list, but also an explanation of the benefits and what happens if I don’t do them.
2) Great topics - they’re practical (vs. something abstract like “leadership”) and suggestions are simple to implement. I also like that many are for non-managerial functions.
3) Your personalities - you guys are so likeable
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December 31st, 2007 at 5:23 am
Guelphite-
Many thanks for the ideas and the kind words. We’re privileged to serve you!
Mark