You can spend 3 grand a month on convincing me that you’ve got the best sandwich in the Northern Hemisphere.

You can buy a ton of Facebook ads, employ an SEO consultant to get you ranking for “sensational sandwich”, plaster the motorways with 12-foot-high billboards of your delicious toasted delicacy and employ the world’s greatest copywriter to drive hundreds of hungry punters to the door of your sandwich shop.

But when they get there, and they realize your counters are dirty, your employees are miserable and your sandwich is shit, all your marketing has been for nothing.

I hear this frequently:

“I’m doing tons of marketing but I’m not getting any clients.”

No shit, Sherlock.

Marketing doesn’t get you clients.

Marketing builds awareness of your products and services.

Your prospects get hit between the eyes with your wicked-effective social media campaign and come sniff you out. If you appeal to them, they stick around.

If what you’ve got on offer solves their problems, turns them on or makes them happy, then they may choose do business with you.

That choice will be based on whether they find you credible and trustworthy.

If you are trustworthy and credible, then you will sell a sandwich.

If your sandwich is brilliant, you will sell more than one.

Repeat ad infinitum.

[TRUST] + [CREDIBILITY] + [GREAT SANDWICH] + [marketing] = [CLIENTS]

How’s your sandwich? 

How to spend it ...Get Rich! No Money Down! Zero Cost! Blah blah blah …

You’ve got to spend money if you’re a small business owner. Here are the non-negotiables:

1. Household Help

If you’re self-employed, you’re not billing your clients if you’re doing the dishes, ironing your pants or taking out the trash. Unless that is your job, of course. Additionally, you’re not going to be at the top of your game if you come home to heap of domestic chores that need doing every single night.

Find a cleaner that charges less than you do. You’re giving something back to the community, spreading the wealth and giving yourself crucial cocktail time. High five on your first outsourcing gig.

2. Number crunchers

Unless this is what you’re particularly good at, filling in tax forms and working out your liabilities is best left to the professionals. I’ll put it in the same bracket as good design: see below. Although you may be able to hack out a reasonable job on your own, the chances are that you’ll do more harm than good, and your hours will be better spent elsewhere.

3. Education

Whether it’s selecting a mentor or enrolling in an Arabic course, you should pay for your education. There are tons and tons of free resources out there. My current free favorites are iTunes U, Longform (for diverse erudition) and the Khan Academy for catching up on what I should have been paying attention to at school.

Blog posts are published daily with spurious titles like “Seven Things Small Business Owners Should Spend Money On” and you’ll learn a fair amount about a fair amount by digesting information on a daily basis.

But if you want to commit to learning, the bigger your commitment, the bigger your learning – largely. You can pay three bucks for a day-long seminar and you’ll take something out of it. If you pay $300, you’ll be sure to take a lot more out of it.

This doesn’t mean that more expensive is better. It often isn’t. A well-chosen second-hand paperback may teach you a lot more than a crappy retreat. But if you’re looking for teachers, there’s often a very good reason why the better folk charge more – because they’re better. Period.

By spending money on anything, you enter a different level of contractual obligation. If I ask you to fix the plumbing in my house for free, then I’m not going to have much leeway when it comes to my demands. I’m also not going to have many options for recourse if you do a crappy job. So it is with learning. Select your mentors carefully, be exigent about what you expect and pay for the privilege.

4. Looking good

This one’s applicable to everybody – not just small business owners – although small business owners likely have some kind of image that needs to be maintained if gravity is going to be used as a marketing angle. Clothes, by and large, are too cheap.

Here in Malta, which is like a Coney Island of the Med, you can spot the British tourists from 200 paces by the quality of their threads. A horrible, snobbish thing to say, I know, but compared to the immaculately tailored and coiffed Italians and Maltese, they stick out like a polyester birthmark.

That’s because clothes are too cheap. They’re stitched together by the bleeding fingers of Bangladeshi pre-schoolers and sold for a couple of quid back in the UK – or US – at a mark-up of 300%.

So you’ve got an ethical and an aesthetic consideration when buying your clothes. A couple of well-made suits and some fitted shirts will do you many, many more professional favors than a wardrobe full of tat. Buy wisely.

5. Your Customers

You should be spending money on acquiring your customers. There is no such thing as a freebie. At some point down the line, you have invested heavily of your time laying the groundwork for getting your new customer on board.

I find it surprising that new business owners will often drop a couple of grand to hang out at conferences with their peers and competition, but will be entirely unwilling to pay for advertising or PR to directly address their potential consumer base.

Take two otherwise equal new business owners.

One spends eight hours on Twitter.

The other spends eight hours spent picking up the phone and sending beautiful information packs to laser-targeted potential clients, then follows up by jumping in the car and going out to meet them.

Who’s signing more clients more quickly? Yep – the one who has spent money on printing, postage and petrol. Every time.

You might also like to consider spending money to welcome your customers and to keep them. A gift in the mail will cost 20 bucks. But they’ll remember you. Alternatively you can aim for zero expenses. That is foolish.

6. Knowing Your Customers

Spend a little on knowing who your customers are. As a small business owner, you have two crucially important assets. There’s your product or service and the rights associated with it, and there’s your database of leads, prospects and clients.

Imagine you had to give one up. You have to make a choice right now to let one go. If you’ve been in business for any length of time, it’s likely that you’ll drop all rights to your product and keep your hungry buyers, then find something else to sell them. You’d be mad not to.

But a frightening number of small business owners have no structure in place for knowing who their clients really are, or what makes them tick. A simple customer (or contact) relationship management tool will fix that for the cost of a meal or two a month.

Highrise (aff) will do that for you. They have a free version if you have a small number of contacts you’re tracking. If you meet people in real life, or email them, then this is for you. You’d be loopy not to try it out and see what a difference it makes to your crucial keep-in-touch efforts.

Aweber (aff) is about as straightforward as email marketing gets. Capture leads, build trust and credibility, make sales offers. Know who opened your emails and when, and get a very, very clear idea of how engaged your audience is.

Infusionsoft (aff) ties all of these together with added magic beans. Sales automation, smart link tracking, if-then follow-up, shopping cart and affiliate management all in one. It’s not cheap, but it will save you two hours a day, minimum, if you’re dealing with a larger number of people and you’re reasonably active at staying in touch.

7. Design

All the marketing you do will be for nothing if I come and check out your home-base, or your website, and I don’t like the look of what I see because it appears you hacked it together yourself using free tools and badly-chosen typefaces. If your business card has perforated edges and bleeding ink, and your photos are blurry and badly-cropped, I’m going to make a snap-judgement call on the amount of time and effort you’re willing to invest in your business.

The amount I think you’re prepared to invest in yourself correlated directly to the amount of money that I’ll be prepared to invest in you.

Pay a designer to get your stuff done. It will be some of the best money you spend on your business. You might think your design looks great. Your audience will be the judge of that.

And here endeth the lesson. 

There are a handful of free things you can do every morning to boost your business as well. Click here to find out more.

This email went out to the smart folk on my list earlier today. I wasn’t going to share it here, but the feedback has been off the charts, so here it is.

(I send a lot of stuff out by email that never goes anywhere else. Be sure to sign up here if you don’t want to miss anything.)

Hatemail, Disclosure and Belief

The best hatemail I ever had was riddled with expletives and ended with the words “have a good one, fucker.”

Thankfully, they don’t come round that often.

A couple of weeks ago, I got a very polite email from a former subscriber that read like this:

“I’m unsubscribing from your list.

I find your language offensive and unnecessarily violent (beating yourself upside the head, refashioning your facial features with a blunt spoon, etc.), and I didn’t like your quip about the Law of Attraction being a pile of candy-coated nonsense. That remark had nothing to do with the message you were trying to convey.

You don’t speak my language, basically.

You’re probably trying to be funny and witty, but it’s really keeping me from wanting to read your stuff. And telling me I rock every email, and that you like my face is just over the top.

You probably have a great message, especially if you went through Michael Port’s training, but it’s not reaching me because of your style of delivery”

My response?

Click to continue…

I’ve got a confession:

For the last four months I’ve been working out of a temporary office in a bedroom of an apartment building that is ripe for condemnation.

While the builders rip apart my regular residence: new floors, ceilings, electrics, plumbing, bathrooms, kitchen and some heavy-duty wall-dropping and archway-reimagining, I have moved out.

My wife, my son and I are now living in an apartment that belongs to my wife’s family. It was supposed to be for a month or so, but builders are builders, and we’re still here.

I’m hugely grateful (due to my notorious tightfistedness) that this solution exists. It saves us forking out a few thousand euros each month for short-term housing.

I’m doubly grateful as it comes at exactly the same time as our tenants in Brussels return home, leaving us with a temporary hiatus in rental income until we find new ones.

The place we’re living in now has a seafront view, a double balcony overlooking the Mediterranean and is large enough for a few more people.

But it’s a bit grim, a bit old, a bit desolate, and it’s affecting my work.

The apartment has been on the market for about three years and needs some serious work doing to it. The doors don’t close properly. The windows rattle at night. It contains the accumulated debris of three generations of good-living Mediterraneans and the taps run rusty for the first minute of each blast.

The office I’ve appropriated is a back-of-the-building bedroom.

I’m uncomfortable there, which is no big deal, as it’s temporary, but it’s difficult to do your best work when you’re not in a good place (physically and metaphorically).

Every couple of months I decide to get myself an office outside of the house. Occasionally I get as far as calling real-estate agents and landlords and seeing what’s available.

And every couple of months I decide that I’m better off working from home.

There’s a financial consideration, of course. The last one I liked the look of was big enough for seven people and would have cost $30k a year. It’s not a massive sum, but it buys a lot of plane tickets, birthday presents and (let’s be honest) beer.

The others I don’t like much.

And so I return to the back-bedroom of the slightly grim apartment and decamp regularly to the cafe on the corner, which has its own distractions in the form of carrot cake and newspapers and the Polish waitress with the big boobs and friendly smile.

I don’t LOVE to work from home. The regular distractions abound, particularly with a two year old in the house and a wife who has a real job: lack of separation of work and non-work, facility of wandering into the kitchen and re-emerging forty five minutes later trailing cookie-crumbs and guilt, stubborn refusal of aforementioned two-year-old to keep his fingers out of plug-sockets and tongue off the TV-screen …

But they’re also the reason I stay at home. The coffee is cheap and exactly how I like it. The “staff room” is the playground on the sea-front. We don’t fob off our son onto hired help (at least, not any more – he had better ideas).

Working from home is a choice, not a compromise borne of financial or practical considerations.

If you work from home, you’ve made a choice to live well, to carve your own path, even, perhaps, to stick it to the man.

But you’re likely suffering a little.

Even if you’re lucky enough to be doing a job you love, you’re going to suffer from occasional bouts of boredom, frustration and stir-craziness when it’s just you and your computer all day long.

Solitary pursuits become unhealthy when they’re solitary for too long: drinking, sexual activity, exercise and working.

You need people. I need people. Everybody needs a bosom for a pillow. You’re no exception.

In addition, you need to have FUN. Fun on your own is possible. In my life, at least, fun with other people is kind of mandatory.

Introducing the Water Cooler

Every month, I drop a few hundred dollars on mastermind groups: rent-a-mobs of like-minded independent professionals who chin-wag and bounce around ideas and solicit and reinforce and nurture and strengthen and cross-promote.

It is, by far, the most important money I spend on my sanity.

But they’re all very structured. They all involve an element of teaching. There are assignments to complete, forms to fill in, boxes to tick.

What I’m looking to build – with you – is something that looks like this:

An informal group of peers who get on the phone every two weeks in a group, but that are actively encouraged to get together individually by Skype or phone as frequently as necessary.

A group without a leader (I’ll do the facilitating) and no structure. No syllabus or checklists, which means no getting behind and the associated hand-wringing that goes with it.

Every member gives in return for getting. Time, expertise, connections, advice, a friendly ear. Every member brings something tangible to the group.

You get what YOU need, not what’s on the agenda, because there’s no agenda. If you want accountability, we’ll give it to you. If you want to goof off for half an hour to better focus later in the day, but don’t want that goofing off to be mindless Facebook stalking, then there’ll be somebody you can chat with.

If you want to talk about the non-work issues that are affecting your work, then do that. If you want to talk about your difficulties getting your membership site to play nicely with your shopping cart, then you can talk about that.

But it’s NOT group therapy, despite its therapeutic implications. This isn’t a group of people who are looking for the next big idea or advice on “how to make money online” or trying to identify their passion or select their niche.

Everybody in the group is a content-creating, product-making service professional who has been in business for at least a year. You’re a little or a lot creative and you’re good FUN. We’re not going to focusing on the negatives. Life is too short.

There is no coaching here. It’s a group of equals, bolstering one another and making new friends, contacts and avenues for income.

There’ll be some kind of forum that you’re under no obligation to use, but will house everybody under one roof. You don’t have to come join the calls if you don’t want to. You don’t have to hang out round the water cooler if it doesn’t suit: you’ll be able to find somebody when it does.

Everybody will take it seriously as a commitment, not to others, but to themselves. Everybody will recognize the huge importance of the water-cooler in their home office, and take full advantage of it.

It will drastically improve the quality of your work-from-home life.

You’ll get access to the hive-mind: shared connections, expertise, knowledge and compassion from people like, but you who aren’t you (or your son, or the Polish waitress.)

It won’t be free, as free is isn’t taken seriously. But it won’t be expensive.

(There’s this post’s marketing lesson: you’ll get no-shows at a $5 seminar. You won’t get many at a $500 one.)

If it’s right for you, the $500 one-off fee for six-months will be a no-brainer. It had better be, because there won’t be any refunds. It’s a joining fee. An introduction fee to a group of people that will change your working life. Once you’re introduced, nobody can take that away from you.

Who’s in?

I’m in. If it’s right for you, you’re in as well.

I reckon we need five people to get it off the ground. I think any more than about ten on the twice-monthly calls will be too many, but we’ll see.

Scheduled calls will be every other Friday at midday Eastern time, which is 9am Pacific and 5pm UK. Unscheduled calls will be whenever you like. It’s your group.

Click here to let me know you’re in and find out more.

I’ll look at all the notes as they come in. If you’ve got any questions about this, then use the form here as well.

There’ll likely be an exchange of emails, or a phone call, before we both commit. The integrity of the group is important.

But I want you to think hard about it.

If you’re looking for coaching, then you need to click here instead.

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