Media, media, media. And rarely a word about...

Cash-flows.

Media, media, media.

• Social media
• Digital media
• Online media
• New media
• Citizen’s media.

And rarely a word to read...that shows how it increases the cash-flows of its user-clients.  

The all important conversation of the customer cannot be translated, by its teachers, into words legible for a CEO or CFO.

The teachers, social media consultants and ad/marketing agencies and PR firms, refuse to whisper the magic phrase that unlocks the checkbook of millions of businesses.  These are the same potential clients who await the power of digital media to connect, more and with less expense, with their customers. And connect with them in ways that are meaningful to the customer...and meaningful to the business.

What’s the magic phrase? I can increase your cash-flows....

Whisper that phrase, boldly announce it, text it, write it, email it, blog it, podcast it, share it on a community forum, leave it in a comment on a blog post, tweet it, youtube it, add it to your bio/profile, update your what you’re doing now link, make it a tag line, create a hashtag #cashflows, #increasecashflows, slideshare it, make it an elevator speech, buy the domain (too late...).

That’s the magic phrase that unlocks the checkbooks of businesses.

I know as CEO of a small business I would have immediately stopped what I was doing and listened if I’d ever received a call where the conversation went like this:

Introduction: Name, company, etc:

If I can show you how you can add 4-5 percentage points to your cash-flows can I have 30 minutes of your time Thursday?

Or

If I can show you how to increase your existing cash-flows by 25%...would you have 30 minutes to meet with me...?

Or

If I could show you to eliminate your advertising budget and grow your company faster...would you have 30 minutes to meet tomorrow?

Or

If I can show you how to increase your sales conversion rate by 20%...?

Or

If I can show you to increase the number of referrals that voluntarily contact you...to buy...?

Or

If I can show you how to to replace your $10,000 a month ad budget with a $15.00 blog and generate twice the number of visits to your site and increase your sales conversion rate by 20%....?

Or

If I can show you to create a self-sustaining source of testimonials AND recognition for your employees...without increasing your overhead expenses....?

Those are the topics meaningful to CEOs and CFOs of small business. Sure, conversations and community-members and viral reach and mentions and links...are important. And no online conversation is an island...floating in a void.

But, those topics aren't meaningul to the decision-makers at small business. Curious? Yes. Interested, sure. But if you want a decision on your proposal, if you want a door open to hear your proposal make the conversation meaningful to your audience. Talk about what's important to them.

Replacing a $10,000 monthly expense with a $15.00 expense and generating better results...Now that's a conversation that's meaningful to small business decision-makers.

Comments

[andy brudtkuhl]

Great post Zane! This is something that often falls through the cracks