- Created: Tuesday, 31 May 2011 00:00
- Written by Don Bosworth
I also need to apologize. I am very sorry to the hundreds if not thousands of people I affected with my somewhat callous and self-serving behavior. I wish I could atone for the confusion and frustration I caused you and in some way I hope this public apology gives you some peace of mind.
You see, I was once a “blah, blah, blah” Internet marketing guy. As painful as it is to admit, I was the kind of Internet marketing professional that tried to win accounts with “blah, blah, blah.” Looking back I am not proud of the glazed-over looks I produced at my presentation. I’m now embarrassed by the lack of clarity I provided while explaining Internet marketing. And I am greatly shamed by all of the deals I lost because I needed to sound “smart.”
Not to make excuses, but in great measure I was an Internet marketing “blah, blah, blah” guy out of a lack of confidence. I was suffering from a “brain-drain” that caused me to talk about every little Internet marketing detail – to the point of ad nauseum. Now I can’t say that doing so made me feel good. To the contrary, most often I felt real bad for the folks to whom I was presenting and I felt awful knowing I probably talked myself out a number of sales. It was not a happy time for me and if there was a Betty Ford Clinic for “blah, blah, blah” guys I would have booked the place for a month or two.
Some years ago I had an epiphany. I’m not sure of the exact date and time (I’ve been doing Internet marketing since 1998), but I do know that the revelation hit me like a fastball to the helmet. I was made to realize that most people don’t care about the “blah, blah, blah.” They don’t even care about a single “blah.” What they do care about is that Internet marketing has a positive effect on their business. They care that they are getting a return on investment. And they really care about having a productive relationship with their Internet marketing vendor.
So my pledge to you is no more talk about algorithms, keyword density, cascading style sheets, URL re-writing, domain name switching – need I go on? From now on I’m going to continue to follow the IPG two-step recovery plan. Step 1, Shut Up! Step 2, Listen! I made a pact with myself (largely because no one else cares!) that I am going to work hard to keep the “techno-babble” to a zero. I’ll need your support. But with a little help from some friends, clients and prospects I think I’ll be o.k.
Now if you ask me about redundant navigation or cloud hosting, I’ll tell you all about it. Just please accept my sincerest apology in advance!