December '14

For the Business of Apparel Decorating

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14 | PRINTWEAR D EC E M B E R 20 1 4 Selling Smart BY JEFFREY GITOMER Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connec - tions, The Little Gold Book of YES! Attitude, The Little Green Book of Get- ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email him personally at | | | | D EC E M B E R 20 1 4 A fter nearly 60 years of a wavering belief in Santa Claus, I have come to a major aha moment: San- ta Claus is actually Google. Think about it. Google knows when you're sleeping or awake. It knows if you're bad or good. Google has lists and checks them twice to know who's naughty or nice. And Google reads all your letters. How can this be? It sure clears up a lot of mystery. I've always wondered how Santa Claus knew so much. How did he find my house? How did he know what I wanted? It turns out Google knows everything about everyone—especially you. Google knows where you live. In fact, Google knows where everyone lives. Google knows what you want, and Google can make it into your home and everyone else's home in the world on Christmas Eve. Pretty cool, huh? NAUGHTY OR NICE? Finally, the real Santa Claus is exposed. The Clark Kent of our time has been revealed. So how has Santa, er, I mean Google rated you this year? Will it bring you everything on your wish list? And how are you taking advantage of Google's Santa Claus elements to build your personal brand and reputation? Actually, I wonder if your Christmas wish list asks for a better personal brand next year. Maybe it asks for a better reputation, higher Google ranking, or to occupy the entire first page of Google, but it probably doesn't. Your Christmas list probably contains material items, such as an iPad, smartphone, Xbox, or some clothing, and that's too bad. Like Santa Claus, Mother Google keeps track of you all year long. You can't all of a sudden act nicer at Christmastime. You have to be nice, good, and ethical all the time, and you have to constantly take reputation-building actions in order for Mother Google to look upon you favorably. So we understand each other, Mother Google doesn't make a list and check it twice. She already has a list. You're on that list, and that list gets checked every day. If you're trying to harvest the free bounty that Google offers, take the appropriate actions that will move you up the list as well as add to the list on a consistent basis. Try some of these actions: • Write online • Publish an article • Tweet something meaningful that helps others • Speak someplace • Join a business group • Lead a civic group • Participate in a charity • Start a personal website • Create a blog and post an entry every day • Post on your Facebook business page • Upload a video on your YouTube channel • Do something noteworthy in your community • Invite people to your LinkedIn page Follow these tasks consistently—some daily, some weekly, and each of them at least monthly. The key to building your Google reputation is consistent action, writing, and posting. The week between Christmas and New Year's Day presents an opportunity to any person in the business-to-business envi- ronment for next year's plans. The time to make your Christmas list is not Dec. 1; it's Jan. 1. That's the day you either begin to earn your gifts from Mother Google or fall behind for the next year. Google may not be Santa Claus, but the similarities are remarkable, and the results are the same. If you're good, you get toys. If you're bad, you get coal. The reality is you have to be on the good side of Santa Claus, and you must be on the good side of Mother Google. How important is your Google rank- ing? If you want material gifts, a great Google ranking, personal brand, and rep- utation will ensure you get everything on your list—and a new house and car. Happy, healthy, wealthy family holiday and New Year! Santa Claus and Google The same or a coincidence? pw

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