Let me first begin by saying that I have been a Republican since birth. I have voted in nearly every presidential election and have always voted Republican. I will probably do the same this November. In my quest for clarity on the issues, I spent some time looking at the “Big 3” candidates from each party to see which of them spent some time and effort to devote a section of their Web site to technology and the Internet. (Huckabee, McCain, Romney, Clinton, Obama and Edwards)
After all, the Internet is my life, my business and OUR future.
On each web site I went to the tab marked “issues.” Funny thing, with the exception of Mike Huckabee, almost all the candidate sites look the same. Very similar in look and feel. This begs me to ask who copied whom? All the sites were well optimized, well laid out and you can tell that each candidate employed some people with excellent web knowledge. Why then did so many of my GOP faithful not even mention the Internet on their sites. If they did, it was buried so deep I could not find it. So, who is the net important enough too that they mentioned it in prime space on their sites… and the winners are…
Of all the candidates, the only candidate with “Technology” on the main issues tab was Barack Obama. From there he digs deep into the issues of technology, media and the internet. From his site, “Protect the Openness of the Internet: A key reason the Internet has been such a success is because it is the most open network in history. It needs to stay that way. Barack Obama strongly supports the principle of network neutrality to preserve the benefits of open competition on the Internet. Users must be free to access content, to use applications, and to attach personal devices.”
Oh my and Barack dares to even include technology in a speech, oh my aching heart….
From Barack Obama.com- Technology and Innovation for a New Generation
“Let us be the generation that reshapes our economy to compete in the digital age. Let's set high standards for our schools and give them the resources they need to succeed. Let's recruit a new army of teachers, and give them better pay and more support in exchange for more accountability. Let's make college more affordable, and let's invest in scientific research, and let's lay down broadband lines through the heart of inner cities and rural towns all across America.”
— Barack Obama Presidential Announcement Speech in Springfield, IL 02/10/07
http://www.barackobama.com/issues/technology/
Broadband to my farm in South Carolina… John Edwards where are you? You are from here.
John Edwards had the second best thoughts on the Internet. However, you had to dig a bit past the first issues tab, but it was easy to find. From his site, “Building a Universal, Affordable Internet: The country that developed the internet is now 16th in the world in broadband penetration. While half of urban and suburban households have broadband, less than a third of rural homes do. John Edwards will set a national broadband policy to help make the Internet more affordable and accessible to all Americans, regardless of where they live or how much money they have.”
http://www.johnedwards.com/issues/open-media/
Considering that the Internet drives more than 35% of all retail commerce and that 85% of Americans have daily access to the Internet and that nearly 55% off all political campaign money is raised online, you would think that the net would play a bigger role in the “issues” of the candidates running for President of the United States.
Good thing for the GOP is this… I am not a one issue kind of guy. I want to keep more of what I make and be sure that I get back all the money I have put into the system. I want my kids to be safe and I want to die knowing that I made decisions to the best of my ability. If there is one thing the winner of this presidential race can do for me is set up a call with Steve Jobs and ask him to bring down the price of Mac’s. Or, at least open up the market to the Dell’s of the world. Steve, come on, you need more money? Man that would save me some money.
Long live the net.
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please listen to Ryan’s audio version of this blog online at http://www.RyanDohrn.com
By Ryan R. Dohrn©2007
Saturday, January 26, 2008
Tuesday, January 15, 2008
My Web 2.0 for 2008
As publishers and sales executives in the magazine business of 2008, it is critical that you know the meaning behind the term Web 2.0. After all, it is one of the only gauges we have for determining if your Web strategy, web site and other related digital plan are “up to snuff”.
I can think of no better place to help us learn about this term than Wikipedia. Why? Because Wikipedia is the collective thoughts, definitions and the like from a group of smart or informed people. There collective definition is much better than my single explanation.
From Wikipedia, the free encyclopedia
(Redirected from Web 2) On September 30, 2005, Tim O'Reilly wrote a piece summarizing his view of Web 2.0. The mind-map pictured above (constructed by Markus Angermeier [1] on November 11, 2005) sums up some of the memes of Web 2.0, with example-sites and services attached.In studying and/or promoting web-technology, the phrase Web 2.0 can refer to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity, collaboration, and sharing between users. The term gained currency following the first O'Reilly Media Web 2.0 conference in 2004.[2][3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use webs. According to Tim O'Reilly,"Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform." [4]Some technology experts, notably Tim Berners-Lee, have questioned whether one can use the term in a meaningful way, since many of the technology components of "Web 2.0" have existed since the early days of the Web.[5][6]An IBM social networking analyst, Dario de Judicibus, has proposed a different definition which is more focused on social interactions and architectural implementation:"Web 2.0 is a knowledge-oriented environment where human interactions generate content that is published, managed and used through network applications in a service-oriented architecture." [7]
More from Wikipedia on this subject online at: http://en.wikipedia.org/wiki/Web_2
Now, for my thoughts. I would encourage all publishers and editors to review my top ten for Web success in 2008. I feel the following components are critical to your success and your quest for life beyond Web 2.0.
1. Unrestricted access to main site stories without registration. Only keep valuable data, like archives, behind a registration system.
2. Archives. Archives are critical to a magazines success online.
3. Easy to find search box that allows users the ability to search all pages of the site and return results that can either be narrowed down or expanded upon once the search is returned.
4. Web extras and web only content. There are additional sidebars that drive readers from the magazine to the web for more. And, the same goes for the web, the web extras should drive them back to the magazine.
5. Online subscription pages. Your readers should be able to do all their circulation fulfillment and management online.
6. Video. There should be 2 sections, publisher created videos and users created videos.
7. Blogs or editorial only sections. It is critical that magazine staff get involved online and write. It is perfectly ok to keep the public and staff blogs separate.
8. Community components. Special sections that have some similar components to MySpace.com or Facebook.com where readers can share, discuss and become a part of your online property.
9. Searchable advertiser index or searchable pages of your actual magazine. This is not to say every page of your magazine is online. Give readers the ability to find advertisers and/or more from your magazine. Digital editions can help solve this problem. As well, digital editions will help prepare you for the day when digital readers will become more prevalent within the public sector.
10. Dedicated insertion of advertisers into the online content. Ads that are outside the content in the stark white exile of your site not only tell the advertisers that you want them as far away as possible, but tells the readers that too. In addition you reduce ROI for your advertise by as much as 35%. Use Interactive Advertising Bureau standards and integrate ads in a rich way into your site.
Web 2.0 goes far beyond site structure and goes deep into content management technology as well. So, do not think that the above list is complete as it is not and it is my opinion. Read, read and then read some more. Also, listen to my new Digital Media OZ radio show as I ask experts about this very topic.
Blessings for a great 2008.
RRD
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please listen to Ryan’s audio version of this blog online at http://www.RyanDohrn.com © 2007 Ryan R. Dohrn
I can think of no better place to help us learn about this term than Wikipedia. Why? Because Wikipedia is the collective thoughts, definitions and the like from a group of smart or informed people. There collective definition is much better than my single explanation.
From Wikipedia, the free encyclopedia
(Redirected from Web 2) On September 30, 2005, Tim O'Reilly wrote a piece summarizing his view of Web 2.0. The mind-map pictured above (constructed by Markus Angermeier [1] on November 11, 2005) sums up some of the memes of Web 2.0, with example-sites and services attached.In studying and/or promoting web-technology, the phrase Web 2.0 can refer to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity, collaboration, and sharing between users. The term gained currency following the first O'Reilly Media Web 2.0 conference in 2004.[2][3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use webs. According to Tim O'Reilly,"Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform." [4]Some technology experts, notably Tim Berners-Lee, have questioned whether one can use the term in a meaningful way, since many of the technology components of "Web 2.0" have existed since the early days of the Web.[5][6]An IBM social networking analyst, Dario de Judicibus, has proposed a different definition which is more focused on social interactions and architectural implementation:"Web 2.0 is a knowledge-oriented environment where human interactions generate content that is published, managed and used through network applications in a service-oriented architecture." [7]
More from Wikipedia on this subject online at: http://en.wikipedia.org/wiki/Web_2
Now, for my thoughts. I would encourage all publishers and editors to review my top ten for Web success in 2008. I feel the following components are critical to your success and your quest for life beyond Web 2.0.
1. Unrestricted access to main site stories without registration. Only keep valuable data, like archives, behind a registration system.
2. Archives. Archives are critical to a magazines success online.
3. Easy to find search box that allows users the ability to search all pages of the site and return results that can either be narrowed down or expanded upon once the search is returned.
4. Web extras and web only content. There are additional sidebars that drive readers from the magazine to the web for more. And, the same goes for the web, the web extras should drive them back to the magazine.
5. Online subscription pages. Your readers should be able to do all their circulation fulfillment and management online.
6. Video. There should be 2 sections, publisher created videos and users created videos.
7. Blogs or editorial only sections. It is critical that magazine staff get involved online and write. It is perfectly ok to keep the public and staff blogs separate.
8. Community components. Special sections that have some similar components to MySpace.com or Facebook.com where readers can share, discuss and become a part of your online property.
9. Searchable advertiser index or searchable pages of your actual magazine. This is not to say every page of your magazine is online. Give readers the ability to find advertisers and/or more from your magazine. Digital editions can help solve this problem. As well, digital editions will help prepare you for the day when digital readers will become more prevalent within the public sector.
10. Dedicated insertion of advertisers into the online content. Ads that are outside the content in the stark white exile of your site not only tell the advertisers that you want them as far away as possible, but tells the readers that too. In addition you reduce ROI for your advertise by as much as 35%. Use Interactive Advertising Bureau standards and integrate ads in a rich way into your site.
Web 2.0 goes far beyond site structure and goes deep into content management technology as well. So, do not think that the above list is complete as it is not and it is my opinion. Read, read and then read some more. Also, listen to my new Digital Media OZ radio show as I ask experts about this very topic.
Blessings for a great 2008.
RRD
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please listen to Ryan’s audio version of this blog online at http://www.RyanDohrn.com © 2007 Ryan R. Dohrn
Monday, November 26, 2007
Archives, Your Web Site’s Future
We live in the here and now. You have heard the old saying, “They can not see the forest through trees.”? The same can be said of business owners designing their Web sites. All too often the focus is on meeting current needs and demands and not on creating a scalable design that can grow with your ever changing demands. To that end, archives must be built around current information that must be placed in an environment where users can find it for years to come.
I am no prophet, but I can tell you that there are many “things” that will come to life over the next year that will affect your Web site. If your fall or springs plans are a redesign of your magazine or business web site make sure that archives are in your plans.
Archives are a constant topic of debate. The reason for this is very simple, people come to the net for three reasons; (1) E-mail, (2) Research and (3) Entertainment. Research is driving force behind the Internet. Enid Burns from the ClickZ Network, reported on Nov 20, 2007 that of the five major or "core" search engines, Google held a substantial lead over its rivals in September 2007, according to comScore research. Of the 9.4 billon searches performed at the five major engines, Google maintained a 57 percent share over competing search engines Yahoo (23.7 percent); Microsoft (10.3 percent); Ask (4.7 percent); and Time Warner including AOL (4.5 percent). An analysis of search activity at the top 50 Internet properties worldwide shows Google's sites lead the pack with 6.6 billion searches, followed by Yahoo (2.4 billion), and Microsoft (999 million). Thus, the ability for your archives to been “scrubbed” by search engines is more powerful then ever before. However, this dos not mean that you can or should blindly place every word of your magazine online.
I would encourage you to think about doing these three things to see significant success from your archives.
1. Get the rights needed to place articles online in perpetuity
2. Give users free access to key word heavy teaser paragraphs.
3. Make search easy to find on your site
The first step in your process toward archive success is getting the rights to place content online from your writers. Hiring a lawyer that specializes in the business of intellectual property law is mission critical. This is an important step that is often overlooked. Here is a paragraph from an online contract that speaks volumes, “Contractor hereby assigns to Company the perpetual, royalty-free right to publish said Content, in whole or in part, in any medium now known or later developed including online archives.” If you do not have language of this nature in your freelance writer contract, you need to call your lawyer. Online archives are your future. Freelances are becoming more reasonable than ever before on this issue. They may want to charge you more up front, but there is a benefit to you in the future. Most freelancers just want to be treated fairly. If a freelance writer is not willing to give you archives rights, you may need to look else where.
Second, find a content management system that will allow you to take the first paragraph of a story and make it readable to the general public free. (Google “content management systems” to find one that will meet your needs.) Then you lock down the remainder of the story behind a free registration system. If the public can read it, then the Googlebot™ can read it. This point alone is a controversial issue, but not if (a) you are a niche content provider or (b) you give the user enough reason to sign up for your site. All too often the sign up process is labor intensive or offers no reason for the user to make that step and give you personal data. This issue also does not apply to those media in the daily news business. There are far too many free no registration offerings to make site sign-up worthwhile on a daily news site. We operate in the niche media space. In this space our content is valuable and worth the price of admission. Especially if the price is just our e-mail and some basic demo information. Once you have a locked system in place you need to place as much of the article online that will meet the user’s research needs. You are not giving away the article because you have two lines of revenue, (1) you have their registration data to sell and use and (2) you can sell ads on the page as well.
Finally, make your search box easy to find on your site. This point alone is paramount to your success. Placing it in the top margin of the page is mission critical. Hiding it in the rail at the bottom is suicide by search. If the user is logged into your site than once they search they see the whole article. If they are not, they get the first paragraph of the story and then are required to sign in for the rest. The first paragraph of the story needs to show enough content that they get a general idea if they have found what they are looking for. Be sure that your editorial staff places a lot of key words in the first paragraph and writes in good old fashioned inverted funnel style and you will be set.
As niche publishers, never forget how valuable your data is online. There is a fine line to walk between free and the registered model we have discussed. I would caution you against a paid model online as it has been my experience that people are not yet willing to pay for the content especially if they subscribe to the magazine. With that said, investing in new technology that opens up the site to subscribers is emerging each day. Already many companies that offer digital solutions that have offerings to meet these needs in a variety of ways. All in all, you need to plan ahead for archives to be an important part of your web site. Never forget that meeting the current needs of your users is important, but using data from today to drive users tomorrow is your future. Get ahead of the archive curve and win in the end. Never forget what I preach over and over, he who owns the data wins.
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please listen to Ryan’s audio version of this blog online at http://www.ryandohrn.com/
- Ryan R. Dohrn©2007
Monday, November 19, 2007
User Generated Video Has A Place On Magazine Sites, But Where?
Video is king online. There is no denying that copy cat sites ripping off the huge success of Youtube will continue to pop up on the netscape. After-all, imitation is the fondest form of flattery.
There are basically 2 types of video content; UGV and PGV. UGV stands for User Generated Video and PGV stands for Publisher Generated Video. I have seen tremendous growth in video content online, but our company’s growth has been focused on PGV. So, this begs the question, is UGV good for your site? And if it is, where do you put UGV to get the most benefit for your site and not ruin the editorial integrity of your magazine?
My analysis of the UGV situation is based in the theory that not too long ago the average “Joe” did not have access to high quality video cameras and high end editing gear. Now the general public can often shoot and edit with professional results for a fraction of the cost of days gone by. So, developing a system where you encourage UGV to be of very high quality is important. Develop standards for UGV on your site and publish those standards. If users want their videos to be featured on your site, they must comply and in most cases they will. Why? They want their “stuff” on your site. Pick the video and do not just blindly run UGV as marquee content. Truly, this is not the best way to leverage the content for long term growth. To that same end, a legal document that gives you permission and assigns the video rights to you is important as well.
As magazine publishers we are battling to maintain strong editorial integrity while growing our brands online. For this reason, the idea of building special sections of your site for UGV is important and making PGV the focal point of the site is critical. In addition, I encourage publishers to blend UGV with PGV. For example, showcase 3 clips created by your in house team and pick one UGV clip as well. Users come to your magazine site for a reason, you are the leader, you are the source. UGV is often funny, edgy and fast, but the short term traffic results garnered from UGV will not help you build a long term brand online. As magazine publishers you want to be fresh and innovative online. But, you do not want to be a trend or a fad online. This will not help you grow the important cyber/fiber relationship that is critical to your magazine’s success.
UGV holds an important place on all Web sites. User Generated Content is critical to creating that fraternal feel we all want our users to enjoy. But, be careful that you do not get caught up in the USG craze and blindly give away your entire magazine site to the users.
Listen to this blog in audio form online at http://www.ryandohrn.com
Note: The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature.
There are basically 2 types of video content; UGV and PGV. UGV stands for User Generated Video and PGV stands for Publisher Generated Video. I have seen tremendous growth in video content online, but our company’s growth has been focused on PGV. So, this begs the question, is UGV good for your site? And if it is, where do you put UGV to get the most benefit for your site and not ruin the editorial integrity of your magazine?
My analysis of the UGV situation is based in the theory that not too long ago the average “Joe” did not have access to high quality video cameras and high end editing gear. Now the general public can often shoot and edit with professional results for a fraction of the cost of days gone by. So, developing a system where you encourage UGV to be of very high quality is important. Develop standards for UGV on your site and publish those standards. If users want their videos to be featured on your site, they must comply and in most cases they will. Why? They want their “stuff” on your site. Pick the video and do not just blindly run UGV as marquee content. Truly, this is not the best way to leverage the content for long term growth. To that same end, a legal document that gives you permission and assigns the video rights to you is important as well.
As magazine publishers we are battling to maintain strong editorial integrity while growing our brands online. For this reason, the idea of building special sections of your site for UGV is important and making PGV the focal point of the site is critical. In addition, I encourage publishers to blend UGV with PGV. For example, showcase 3 clips created by your in house team and pick one UGV clip as well. Users come to your magazine site for a reason, you are the leader, you are the source. UGV is often funny, edgy and fast, but the short term traffic results garnered from UGV will not help you build a long term brand online. As magazine publishers you want to be fresh and innovative online. But, you do not want to be a trend or a fad online. This will not help you grow the important cyber/fiber relationship that is critical to your magazine’s success.
UGV holds an important place on all Web sites. User Generated Content is critical to creating that fraternal feel we all want our users to enjoy. But, be careful that you do not get caught up in the USG craze and blindly give away your entire magazine site to the users.
Listen to this blog in audio form online at http://www.ryandohrn.com
Note: The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature.
Tuesday, November 13, 2007
Web Stats Can Kill A Sale
Web stats can kill an Internet sale if you do not control the message. One of the biggest problems with the Internet is one of its greatest strengths; statistics. We can give an advertiser numbers down to the smallest degree if they desire. But, is this the best way to secure and keep a long term client?
When teaching sales people I sometimes refer to the legendary book, The Art Of War. To paraphrase and to make appoint I often teach that you do not want to show your enemy your full arsenal up front. It leaves you nothing to pull out to finish the job. The same is true of statistics. Long lists of numbers are meaningless to a person that is searching for a single answer. But, the only way to know what to give the prospect is to ask. He who asks the questions is in control of the sales call. Period. I always begin by asking who the prospect is trying to reach? Then I ask them if they have any recent data to support their thoughts. The reason for this is two fold, (1) I might be able to sell them an online survey and (2) I will only present them stats that meet their given criteria. How many times has a prospect said, “Just send me your media kit.” End of call. I often say back, “I would love too, what do you want me to include in the kit? We customize each media kit to each client. If I know what your goals and budget are, I can send you a much better media kit with a proposal that will not waste your time. We have thousands of pieces of information.” Many sales people overwhelm prospects with data that either (a) the sales person feels is important or (b) makes their job easier. It has been proven time and time again that customized sales proposal and customized media kits win the sale hands down. Using statistics in a meaningful way can help you win the sale.
So, you have won the sale. Good job. Watch out, here come the performance stats from your online ad delivery system. Oh my, more stats. What do you do with all the client stats? The blind answer is forward them to the client. To use another military term, SHOCK AND AWE them into submission. Overwhelm them with data and maybe they will say, “Oh my, this must be working if I am getting back this much data!” You could not be more wrong! I have been selling the Internet since 1996 and I have not ever found one instance where that was the case. I encourage sales people to not send out the full stats report. Now, many agencies will require that, but we all know that agencies are much smarter than the rest of us, so give them what they want. (wink) Instead, I encourage sales people to read and digest the stats. Then, prepare a short, brief custom report for your client. You need to explain the data to the client. If the data is bad you might have a lot of explaining to do. Never assume that even the most astute client will understand the reports that are kicked out by your online ad delivery system. In addition, watch the reports for poor performance. I often encourage a client to run multiple campaigns so that we can gauge which one is working best. Pull down the bad performers.
So, it’s time to renew, use those same stats to renew the sale. You know have POP, Proof of Performance. There is nothing sweeter than being able to prove your right. Ask my wife. Kidding.
Detailed performance statistics are one thing that print media can not offer. If you want to focus on one big difference between print and Web, that is it in a nut shell. But, if you are not careful, statistics can kill a sale in many ways. Never forget, Statistics are only as good as their accuracy and their interpretation. Be proactive so your sale does not get lost in translation.
Read more and listen to this blog in audio format online at http://www.ryandohrn.com/
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature.
When teaching sales people I sometimes refer to the legendary book, The Art Of War. To paraphrase and to make appoint I often teach that you do not want to show your enemy your full arsenal up front. It leaves you nothing to pull out to finish the job. The same is true of statistics. Long lists of numbers are meaningless to a person that is searching for a single answer. But, the only way to know what to give the prospect is to ask. He who asks the questions is in control of the sales call. Period. I always begin by asking who the prospect is trying to reach? Then I ask them if they have any recent data to support their thoughts. The reason for this is two fold, (1) I might be able to sell them an online survey and (2) I will only present them stats that meet their given criteria. How many times has a prospect said, “Just send me your media kit.” End of call. I often say back, “I would love too, what do you want me to include in the kit? We customize each media kit to each client. If I know what your goals and budget are, I can send you a much better media kit with a proposal that will not waste your time. We have thousands of pieces of information.” Many sales people overwhelm prospects with data that either (a) the sales person feels is important or (b) makes their job easier. It has been proven time and time again that customized sales proposal and customized media kits win the sale hands down. Using statistics in a meaningful way can help you win the sale.
So, you have won the sale. Good job. Watch out, here come the performance stats from your online ad delivery system. Oh my, more stats. What do you do with all the client stats? The blind answer is forward them to the client. To use another military term, SHOCK AND AWE them into submission. Overwhelm them with data and maybe they will say, “Oh my, this must be working if I am getting back this much data!” You could not be more wrong! I have been selling the Internet since 1996 and I have not ever found one instance where that was the case. I encourage sales people to not send out the full stats report. Now, many agencies will require that, but we all know that agencies are much smarter than the rest of us, so give them what they want. (wink) Instead, I encourage sales people to read and digest the stats. Then, prepare a short, brief custom report for your client. You need to explain the data to the client. If the data is bad you might have a lot of explaining to do. Never assume that even the most astute client will understand the reports that are kicked out by your online ad delivery system. In addition, watch the reports for poor performance. I often encourage a client to run multiple campaigns so that we can gauge which one is working best. Pull down the bad performers.
So, it’s time to renew, use those same stats to renew the sale. You know have POP, Proof of Performance. There is nothing sweeter than being able to prove your right. Ask my wife. Kidding.
Detailed performance statistics are one thing that print media can not offer. If you want to focus on one big difference between print and Web, that is it in a nut shell. But, if you are not careful, statistics can kill a sale in many ways. Never forget, Statistics are only as good as their accuracy and their interpretation. Be proactive so your sale does not get lost in translation.
Read more and listen to this blog in audio format online at http://www.ryandohrn.com/
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature.
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