You’ve heard about The Art of War and how to win battles through successful execution of strategy and tactics. But if you have absolutely no clue WTH I’m talking about so far, I recommend you bookmark this post, check out the book here and then come back to read the rest of my ramblings.
How often have you tried to convince your SEO/SEM client that they need to expand and try new things on their site? What about asking other teams in your company to launch a SEO project in good faith? Or perhaps just asking your own team to do something different? If I’m not mistaken, majority of responses will be something along the lines of “We cannot do that because [INSERT EXCUSE HERE]” or “That wouldn’t work for us” or even “How much more money can we make?”. At this point - these are all just “talk” and nothing substantial. No action, no conclusion, just FIP (Fear In Progress). Understandable in most cases as revenue is on the line.
That was on a business level. Now what about in life. Have your friends discouraged you from changing jobs or trying something new? You’ve probably heard things like “Stick with your job, it’s stable” or “Why would you want to change jobs for?”. Again, nothing useful from those comments.
Before you know it, months and years have gone by and you’re still trying to convince your SEO client to try something new and you’re still wondering why you didn’t take that new job 6 months ago. Keep on wondering, because unless you overcome “fear” of trying, you’ll be in a state of questioning and never move on to “doing.”
What Happened This Morning
I was chatting with a good friend of mine who does SEO in St. Louis this morning about ideas for his SEO client. And that actually prompted me to throw out a few ideas on how to get your SEO clients to try out some new and calculated strategies to improve conversions.
I’m almost always amazed when someone tells me that their SEO client is not willing or afraid to do something because [INSERT EXCUSE HERE]. On that note, let’s move on.
I propose “The Art of Trying”
I’ve talked to many friends past and current about changes in careers and having in-depth discussions about pros and cons of taking on new jobs. I’ve also dealt with SEO clients years ago who resist changes to their website, only because they’ve already spent thousands of dollars on a new design. Many factors hinder people from trying new things or getting out of their comfort zone, but sometimes it is a necessary evil.
How Can You Help Your Client Try Something New
- Plant the seed. Start early in the project and throw smart ideas at your client. That will get their brains going and more open to the idea when it comes up.
- Provide further education about the new strategy. By showing some examples of how your idea can help their business will go a long ways.
- Use the path of lease resistance. Look for soft spots in your client’s business. If they’re not willing to go 100% on your idea, try 30%, then 60% then push for 100% when results are good.
- Your idea is their idea. This is definitely an art. If you have kids, then you know what I mean. Make the idea sound like its coming from your client. That way, they have a vested interest in the idea and want to make it work.
- Develop a prototype. Sometimes your client cannot grasp the concept until visual aid is given. So go the extra mile. Paint the picture for your client and if the seed was planted, education was given and you’re using the path of least resistance, then your idea will appear to be your client’s “shared” idea - success! At this point, I’m 120% certain that your client will be more willing to try something new after so much hard work and due diligence invested.
Trying is 50% success not failure
Trying is not a bad thing - even if the outcome is unknown, which usually is the case. Don’t try and you have a 0% chance of success. Try and you’re 50/50 to the path of success. To complete the 100%, you’ll have to use wisdom, experience and knowledge.
Remember, don’t be stupid and try without calculating your risks and rewards first 
2 Comments
Hey thanks for the link.
I think the ‘Your Idea is Their Idea’ is a great way to go. It works on kids, and it works on adults, if you play your cards right.
Good stuff.
I definitely recommend “Your idea is their idea” approach since that’s what typically gets it done. Of course, it takes a certain person to do that since you have to basically discount all credit that it was your idea and just get the work done.
Of course the payoff comes later when the client sees good results and gains more trust in your ideas. Then things get smoother and easier.