I recently received an e-mail from Perry Marshal, someone I regard as an expert in the field of marketing, it made me reflect on how well some of the key people within Enigin are using their most valuable resource – their time. Because they are very effective people at most things there is the ever present danger of them being sidetracked from their core roles and responsibilities and dealing with ‘urgent’ but far less important matters.
In part the e-mail reads:
Ian, a few years ago, John Carlton told me this story about his edgy writing career with copywriting legend Gary Halbert:
“I think the term Operation Moneysuck is a term that makes people chuckle. But to be honest, it is the most deadly serious thing for any businessman to learn. The earlier you learn it, the better you are going to be. The more you take it to heart, the more profitable your business is going to be.
“I’ll tell you quickly how this story happened. When I sat in an office with Gary Halbert, we were supposed to go over a bunch of ads that we were going to write. We had a lot of business so we were going to call some clients. We had some hours to do this.
“Just as we sat down, his secretary came in and said, “OMG, your landlord is on the phone and he is really pissed about something.” The copier just broke, the computer just went down and there were 15 fires that were going on essentially.
“I thought to myself, “That is it. We are not going to get down to any business here because we have to stop and take care of these little emergencies, but how.” Halbert really surprised me and said, “Calm down, back up, get out of the room, close the door, lock it and not another word of explanation.” Then he came back and said let’s get busy. And, we worked for the next three hours, got a lot of business done and brought in a lot of money.
“When we opened the door later, we found the problems had solved themselves and the ones that hadn’t been that important anyway. So right about then, what I really got jammed into my head was what Operation Moneysuck was about.
“If you are the person in the business that brings in the money, then, that is your number one job. Bring in the money steadily; number two, job; bring in the money; number three, four, down the line, on and on, etc.
“You are not making money when you are fixing the copier. You are not making money when you are on the phone with whoever wants a refund; you are not making money when you are dealing with anything else other than the things you do to bring in the money.”
Although I have been in business for almost forty years most of which have been in the energy saving business and although I am now privileged to work alongside the best management team ever, nonetheless there is never room for complacency and timely reminders like this are invaluable for all of us – Thanks Perry!
Visit Perry’s Website
Enigin: Saving Energy To Fight Climate Change
As climate changes surpass some of the most pessimistic predictions
made back in 1997 (Kyoto Protocol ratification), energy saving
solutions provide a sustainable hope for a brighter future.
Mountain glaciers are shrinking in Europe, South America and Africa, while the Arctic's once frozen seas have melted, creating new ship passages. Oceans have risen, droughts are more severe worldwide, species (such as the iconic polar bear) are becoming extinct at an alarming rate, and carbon sinks are no longer able to soak up as much CO2 as they used to. Not to mention the Alaska-sized summer ice sea mass that has shrunk in the Arctic...
All these dramatic events lead governments all over the world to
energetically encourage a change in consumer behaviour, promoting
energy saving products, like those available from Enigin, as a reliable solution to climate change.
The grim facts we are faced with presently were underestimated back in
the 1990's, when forecasts were more optimistic than today's reality.
Since the target to reduce emissions was made, sealed by the 1997
agreement, there has been an increase of 6.5% in CO2 levels in the
atmosphere. This means the anticipated results were not achieved,
mostly due to the fact that the 3 most polluting countries - the US,
China and India - were not included in the accord.
Where in 1997 only climatologists and environmentalists were working
on climate change issues, all sectors and specialists are active about
it today: biologists, lawyers, engineers, insurance analysts,
economists, psychologists, and leading edge energy saving companies like Enigin PLC. But the flip side is that Global warming, and the need to
implement energy efficient solutions to
counterattack it, concern all business owners, who are given the
opportunity to react profitably.
Enigin can provide the technology and expertise to capitalise on this demand.
No longer a simple option, energy efficiency has become an obligation.
Governments are pressing business owners to switch to energy efficient
products by instating energy efficient policies and regulations,
implementing new taxes for inefficient structures, and providing
funding aids for the installation of energy saving methods.
These initiatives also provide a serious business opportunity for
entrepreneurs or experienced businessmen/women who wish to become
energy efficiency distributors.
Across the globe, glaciers, which are known to be good climate
indicators, are melting 3 times faster than in the 1970s. The oceans'
acidity level is also rising, due to excess carbon dioxide being
absorbed into the water, which harms corals, oysters and plankton, and
threatens the oceanic food chain.
Warmer winters also entail the prevailing of certain insect species,
which continue their activity all year around. A good example is
beetles, that have destroyed millions of acres of pine forests in
Canada and the US.
From both a moral and a financial perspective, turning to energy
saving solutions is the most sensible and beneficial thing to do.
Businesses around the world can save money and reduce their carbon
footprint, and those are things no one can afford to neglect. Enigin… helping business to Profit With Integrity
Laws of MotivationPersonal Empowerment Video
Free Personality ReportDo you have what it takes?