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Hi this is Jonathan Goodman from Halyard Consulting, and this is the World of Internet Marketing. Today, we’re going to talk about “keep calm and carry on.” That’s the focus of today’s conversation. I had a couple of interesting things happen over the week and I want to talk about them and how they kind of all interrelate to this idea that when you’re in a very high stress business, when you’re running your own business, you can become very high stressed. Particularly with me I’m working very fast, emails are coming in that need to be responded to, my workers are doing stuff that needs to be checked, all of that and then you kind of hit a roadblock – you get an email. So we’re going to talk about that, go through the entire thing.
Contemporary rendering of a poster from the United Kingdom reading “Keep Calm and Carry On”, created during World War II. (Photo credit: Wikipedia)
I’m going to be speaking at the Affiliate Summit East 2013. It’s really quite an honor. Anytime that you put a proposal together for a major convention like this, and you have the opportunity to speak and you get in, it’s really a very nice pat on the back, because a panel reviewed your proposal, they looked at your credentials and they said, yes, we’d like to take time in our convention – which is a packed convention – and a lot of people are going to be talking. A lot of really intelligent and industry-focused people, and we’d like to include you. It’s really quite a nod, right? I’ve gone from kind of shouting at the wind to try to gain clients to having people call me to do work with me, so it’s taken years, and that’s really what this conversation is, about keep calm and carry on. And we’re going to get to where my thinking is in that, in a second. But I want to explain what the story was here and then lead you through to how it happened, what happened, how it was resolved, and how I take that exact example and kind of apply it to everything I’m doing.
Being able to speak at the Affiliate Summit East 2013 in Philadelphia, I got an email that said we would also like you to be an affiliate, so that when you’re talking about the conference, you can be an affiliate for that. Of course, what affiliate means, then, if you come to my website and I have the link on my page and then you go over to the Affiliate Summit and you purchase a ticket, that I am the sales guy behind that, and as a sales rep, I get a certain percentage. I’m not looking to get rich off of that, but I am speaking, I am going to talk about it, so it would be great if one or two people go through and they find the website and click through and I got ten bucks or whatever it might be. It’s more the idea that you want to be affiliated with them; you want to have a good relationship with them. So I went on, I applied and I’m already part of the network that they have this affiliate management with. I went through the process, told them who I was, that I was going to be speaking, and I applied. At the beginning of the week, I got a response that said, “ We’ve reviewed your website and we don’t feel that it matches with our conference.” And I looked at it and I was absolutely shocked. I thought about it for a second and thought, “Is it me? Is it the website? Is there some kind of confusion as to that I’m going to be speaking there? Is there something wrong with my website?” All these different kind of questions. And then, I kind of internalized this frenetic feeling about this – well, wait a second. You kind of go through the steps of realization. You think, “Well, wait a second. Maybe, they’re really telling me they don’t want me to speak.”
So I sent off an email, very aggressively, and said, “Well, if you’re not going to let me in your affiliate program, then maybe I shouldn’t speak at your convention.” First of all, that’s going to wake them up and have them give me a response and have them really look at the information that I provided. Surely, they’ll reconsider and put me back in the affiliate program. I got an email back fairly quickly from one of the heads of the company that said, “Let me show you what you applied with.” I looked at it and realized I had applied not under HalyardConsulting.com but under a site completely unrelated to affiliate marketing. It has affiliate marketing on that website, but it’s not an SEO or internet marketing or affiliate marketing website. Of course at the bottom of that email was, “But if you don’t want to speak for us, we understand and we’ll find somebody else.” So now I have to send this apology that says, “I am so sorry. I thought I was applying under Halyard Consulting and obviously I hit the wrong button and logged in with the wrong information. Of course you’re going to deny that one. Here’s the URL for my company.” And of course they emailed back immediately and said, “Of course, you’re approved. Would you still like to speak for us?” And I said, “Of course I’d love to speak for you, and I’m really upset that this all kind of transpired.” And now this kind of goes into the keep calm and carry on.
My approach, and I admit, I can be reactionary. I think anybody who knows me will say I’ve gotten mellow over the years, but I do tend to explode if I don’t understand what is going on or I feel I’m treated in a hostile manner. I don’t react well. What I’ve had to learn over all these years is that I don’t completely know what is going on on the other side of the conversation. Particularly, with email, I have been in so many bad email conversations that have really led to just disastrous results, because one person wasn’t explaining themselves correctly or they didn’t mean what was conveyed. Email is so much more dangerous in these explosive types of conversations than even on the phone. Face to face you can see a person’s facial expression, what their body expressions are – you get all of those senses. You diminish that when you’re on the phone, but you can get the inflection and you kind of understand where they’re going in the conversation. You can immediately stop if it’s not a good conversation; you can kind of change the subject or reformat what you’re saying. In email, it’s one person, sending out a conversation, their side of the conversation, and then someone else reading that. It’s almost – even though it happens and transpires much quicker than 100 years ago – it’s very similar to a letter that would take weeks to get to its destination. You read the letter and they’re saying this and that happened. Well, that actually happened months ago and you’re finally just hearing about it. Email is kind of this thing where it’s happening so quickly that things can get scrambled and confused very, very quickly. So let’s take a break and when we come back, we’ll talk about my experiences with the keep clam and carry on theme today. We’ll be right back.
Welcome back. This is Jonathan Goodman. I’m the President of Halyard Consulting and this is my podcast, The World of Internet Marketing, and we’re going to keep going with the conversation about keep calm and carry on. So I just relayed to you the story behind one of these miscommunications that, thankfully, ended very positively. But, I’ve had the experience where it hasn’t Now, I want to take the idea of keep calm and carry on and focus on the carry on bit. Because I’ve been running my company for several years, close to a decade. In the beginning, it was very, very slow. I didn’t understand how to get a client, make the client happy, keep the client, and it’s really been an amazing education for me to not only successfully have clients that have been clients successful through the work that I’m doing for them, but also to move up the rung and the ladder in the type of client that I have now, and the type of conversations and the information that I’m involved now with. I started off my business thinking that, like a barbershop, you put your shingle out and people are immediately going to come to you. I think a lot of lawyers think about it that way too. They did this amazing thing, passed the Bar, and of course everybody is going to use them. They immediately raise their rates to an extraordinary amount. I think about my lawyer. My lawyer worked for an incredible firm here in New Jersey. He and his wife, both lawyers, just decided, that they’re going to step out and create their own business. I met him about 24 hours after the sign on the door was posted. It’s been this amazing journey that he’s taken to get clients, get good clients, get even better clients, all while juggling life, house, family. The wife is also part of the business, so both of them kind of leapt into their own law firm. Now, they’re really seeing the fruit of those original labors, and now they’ve been able to slowly increment from going to a cheap and inexpensive lawyer, to heading up the path of getting the better clients and raising their hourly and I think I’m very excited for them. I’ve been working with them for years. They’ve helped me on numerous occasions, and I’ve kind of taken the same journey, where you start off with maybe businesses and companies that you really don’t have any interest in. You kind of deal with people who are difficult and you just hope that as you continue and as you proceed, you’ll gain a wider audience and a better clientele. But, it’s amazing, the sea of shouts out there, trying to grab business away from you, corrupt the clients that you currently have. There’s so much that goes into retaining a client and holding onto that client for such a long time. I’ve now thankfully had some clients with me for years, from the beginning, so it’s very exciting to now be able to kind of marketing myself, both with this podcast obviously and the book and speaking engagements, which are critical. One of the things I say in my book is this fact that a very important person in my industry once said to me, “If you want to climb the ladder of success in this industry, there are two things you have to do. You have to speak at conferences, and you have to write a book.” And I’ve written the first book. It’s a small book, and I will absolutely write the second and third book in the installment. I am speaking at good conferences now. But, those things kind of bubble you up to the top of the industry. I’m certainly nowhere. I’m that little bubble of champagne that is making its way to the top but it’s taking a very slow journey. Others have taken a very quick journey, whether it’s the connections they have or whatever they might be. I’ve had to persevere.
I think if you’re in this industry and you’re listening, you already know this, but there are very shadowy companies out there that are selling their wares and promising things that are not only not possible, but are extremely dangerous to anybody who is going to hire them. So, like a salmon, I’m constantly swimming upstream and trying to fight against companies that are saying, “We’ll get you the top rank of Google.” Which is amazing to me that anybody still even listens to it when somebody says that, but I think there’s such an ignorance from small business on what it takes to get to the top of Google, that when somebody out of the list of people that you’re talking to, when somebody says we’ll get you to the top of Google, regardless, they don’t take into consideration what that means. Because, you’re most likely dealing with a black hat that is going to pour visits in, ruin your SEO and six months later, after you’ve written all the big checks, they’re walking out the door. I’ve had to carry on in these conversations, going up against why can’t I get you to the top of Google in a month. Why can’t I get you 100 conversions on your website instantly? It’s very hard to have those conversations with potential clients that have already kind of convinced themselves that this guy over there can get me top ranking and 100 conversions in a month. It’s all BS, and it’s all lies, and it’s not until they’ve destroyed that person’s website that the guy is left holding a bag of something that he worked on and it’s now worthless because it’s been de-indexed or whatever it might be. We’re going to take another short break and I want to introduce you – if you are on WordPress – I’m going to introduce you to a website. Last week I said we were going to start this trend of every week I highlight another website or plug-in. This week it’s going to be a plug-in, and I’m excited to introduce this to you when we get back from the break. We’ll be right back.
We’re back. This is Jonathan Goodman. I’m the President of Halyard Consulting and this is The World of Internet Marketing. Today we’re talking about keep calm and carry on. One of the funny things, I didn’t even think about it before the break, but the idea of keep calm and carry on fits perfectly in with the plug-in we’re going to talk about. The plug-in is Authy. You can find it at authy.com. This is a WordPress plug-in. Now that I’m looking at the site, they also have an enterprise version and a developer version that might work for other websites other than WordPress. But I’ve been using it for WordPress. I’m going to try something fun here. I’m going to see if I press the play, if that sound actually comes in so you can hear it. Give me two seconds and let’s see.
So that’s Authy. I didn’t mean that to be a commercial for them, but congratulations to Authy, they got me to click through. Hopefully you were able to hear that. It might be a little low and we’ll have to fix it in the post, but that’s basically why I’m so excited about this. It’s a very easy way for you to have a secondary authentication to the backend of your site. This stuff, when you’re looking at two forms of password authentication, and you go to anything other than this plug-in, in my experience, it’s costing you tens of thousands of dollars. I’ve never found a plug-in or a website or an add-on to a website that has this capability for this amount of money. It’s very, very cheap. I use it for WordPress. All of my WordPress now have Authy on it, which is really helping to secure all of these websites. It’s amazing. And as long as my phone is near me, I have the plug-in on my Apple iPhone and I’m able to immediately open up that app and it provides me with a code, that is the secondary sign-on. It fits into that keep calm and carry on, because what’s the number one panic that everyone has? It’s that your website is going to get hacked. It’s a very, very big concern. There are obviously other ways hackers can get into your website. The number one, the biggest thing you can do to help your website not get hacked, is to constantly be making sure that the PHP and the access, that the server, the programs that reside on the server side, are up to date. PHP is always getting updated. Security on servers is always going to get updated. And if you’re going to spend any type of money on your website, in addition to building a great website, get a great technician, or get your site onto a secure server that has a very good history of bouncing attacks from hackers. That’s really the number one thing you want to do.
So that’s my conversation about Authy, and I think I was clear on the keep calm and carry on idea, for today’s episode. So let’s go through. We’re almost through with this episode, so just to remind you, I’m going to be speaking at SFIMA Pubcon, which is in Davie, Florida, on this Tuesday. And I’m also going to be speaking at the Affiliate Summit East, which is August 18-20 at the Pennsylvania Convention Center in Philadelphia. And I’m also a professor at the School of Internet Marketing, which is an online website for classes. They have great experts and all of the professors actually have an hour conversation every single week where we talk about how the school is going, what’s the feedback from the students, what’s the next step we need to take, and that’s really helpful and really building up that school. Of course I’ve written The World of Internet Marketing, the book, the first one being the basic. And actually, very exciting news, just today, the audible version of that book is available on Amazon. So, if you’re an audible subscriber, if you listen to books on audible, you’ll be able to get this book. I actually got a professional voice guy to read the book and it sounds great. So you should definitely check that out. I think it’s on iTunes as well. I know of course that it’s on Audible as well. So you have audible.com, amazon.com, and I believe it’s on iTunes as well. So check that out. And, that’ll wrap it up for me. I’ve finished a little early and let’s end with a commercial. Thank you so much.