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Assign 5 People These 5 Tasks
This is part two of a three-part series of growth techniques that I was asked to talk about that I’ve either never podcasted on before or never written about in a book or never shared from a stage. We’re either using it internally in our own company or have used it in the past. This is number two. I’m calling this Assign Five People Five Topics. We will all agree that to control your own destiny financially, one of the ways we go about it, at least in America, is you make sure that you have the highest degree you can get maybe coming out of school. You get mentored by the highest person you can find or in some way, shape or form, you read and absorb everything in the field you want to master. Here’s the key. We know that there is a direct proportion of income to expertise. The more expertise, the more in demand. The more in demand, the more income you can command. The concept is what growth technique can we use with people, let’s say employees, that can cost $0 upfront? It can be done very quickly and can escalate intellectual capital, intellectual property, general wisdom, and knowledge.
There is a technique that we have used over the years. We use it somewhat regularly and it is awesome. It goes like this. Let’s say you have five employees. If you don’t, if it’s just you, you could do this yourself. You make a list of the five areas that you either want to go into with your business, maybe new product lines, new industries. That means if you’re just by yourself, instead of assigning these to five different people, you could do all these by yourself. Five areas you want to go into or five areas you want to improve on or five areas you want to confirm that you are a master of. If you say to yourself, “I’m a master. I’m one of the best in my area at landscaping,” this method I’m about to share will prove that you are or are not. Maybe you want to prove to yourself and others that you are a master in French cuisine or whatever. What are five areas that either you want to go into personally or as a business or you want to improve on or you want to confirm you’re a master of? Here’s what you do. There is a free tool called the Google AdWords keyword planner and it’s free. You go in there and open up the tool. What you’re going to do is let’s say you think you are a master at landscaping. You’re going to open up this tool and you’re going to write three phrases that people might type into Google to find someone with your skill set. It would be phrases like “find a local landscaper” or “hire an expert landscaper” or “expert landscaping tips.” It doesn’t matter what three phrases and you can put up to five phrases in.
If you think you're a master but you're learning new things that you didn't even know existed, then obviously you're not the top master. Click To Tweet
Here’s the key. You want to put phrases that the average person would probably type in to look for your area of expertise. What if you want to do this instead of on an area you’re a master in? What if you want to do this in an area that you want to go into? Maybe you want to go into a product line. Maybe you make clothing and you make jeans and shirts but now you want to go into making shoes or hats for some reason. Let’s say hats. You would type in phrases like “interview a hat manufacturer, hat manufacturing techniques, hat products and services or products and services needed to build hats.” You’re going to search out whatever phrases you think the average person would search out that wanted to begin making hats. I’m hoping this is making some sense. The key is you’re not just searching these in the Google, you’re setting up queue in Google. What you’re doing is you’re going to run a tool that is going to tell you how many people in the last 30 days typed in the phrase “hire an expert landscaper.” Let’s say it’s something like 2,000 people last month and maybe one of your other phrases was “interview an expert landscaper” and maybe a few hundred people typed that in, etc.
When you run this tool, it’s going to tell you how many of each of the three phrases were typed in last month. When you run the tool, the tool is set to relevance. It’s going to tell you and show you the 797 other phrases that the same exact people that typed in the first three phrases also typed in. When you type in the phrase into this tool “hire an expert landscaper,” because Google has the IP address of the computer of the people that typed in that phrase, Google also knows all of the other phrases that those 1,100 people also searched that month. It might be by good grass seed. What’s the best grass seed? What’s the best fertilizer? We don’t know, but the point is Google does. Here’s the best part. Because the tool is set to relevance when you typed in the phrase “hire an expert landscaper,” it’s going to tell you what the 800 other relevant things are to the same people. Here’s what you do, here’s the magic move. You are going to take the top 100 phrases that the world is typing in, in addition to “hire an expert landscaper.” They might also be typing in things like “find a good landscaper, a landscaper in the south side of Chicago.” Google will show you definitively how many people are also looking for these phrases. It has nothing to do with how many people are searching these phrases. It’s about what are the phrases that people are typing in in the space that you want to go into or become an expert in or master.
Here’s what you do. You then one by one open another Google tool called Google Alerts and you’re going to type in every single phrase that comes up. The top phrase is going to be “expert landscaper.” The first one might be the word landscaper or landscaping. You’re going to type in that one phrase and set that alert. Then you’re going to type in “hire an expert landscaper” and set that alert. You’re going to go through these top 100 phrases that the world is typing in. These are the most relevant, most timely, and most important phrases that the world is searching in the space that you want to go into or that you want to master. Here’s the magic. Every time any major magazine, newspaper or any website of substance makes an additional post on their website that has anything to do with the phrases of those 100 phrases that you typed into Google Alerts, Google is going to email you that new post. Then what you’re going to do is you’re going to read the first 30 articles or post or newspaper clippings or whatever comes your way, whatever Google emails you. You’re going to read them from top to bottom. You’re going to absorb them and you’ve got to get to 30. Once you get to 30, you’re going to answer two questions.
Number one, what did I learn that was brand-new to me that I had never heard about in this industry? If you’re new to the industry, every one of them might teach you something. If you think you’re a master in five of the 30 you’re learning new techniques, new phrases and new products and services that you didn’t even know existed in that industry, then you’re not the top master. There are some areas you can learn and grow and improve on but then the other key thing is number one, what did you learn that was brand-new? Number two, what opportunities did you find? You think you’re already an expert landscaper, but three of the 30 articles we’re talking about is an ancillary service that the biggest landscape companies are now going into, like snowplowing or gutter clean up or window washing. The point is you might learn if you’re in New York that a landscaper in Seattle, Washington also has a huge side business with the same equipment in something else. You might go, “We need to do that.” If you have five employees, this becomes much easier if you can assign five different people a topic and they then set up the Google AdWords keyword planner, they then go set up the 100 different alerts and then you’ve got 100 feeds coming into these five people.
You can’t afford to miss. You can’t go into a meeting with somebody pitching you for money about a topic you don't have a good clue on. Click To Tweet
The intellectual property of your overall company can explode. Your knowledge, your wisdom on these topics, especially the ones you want to go into that you’re not currently in, it’s like pinball. If you do Monday meetings just on these two points of, “What did we learn this past week? What opportunities did we find?” I know people that run companies just on this. They use different tools but the point is it’s all about new opportunities. This is the world of the bigger private equity groups. They live on these Google Alerts. They have to know their topic. They cannot afford to miss. They cannot go into a meeting with somebody pitching them for money about a topic they don’t have a good clue on. This is how the big boys do it. This is how we do it. I strongly recommend no matter how big or small your company is, you give some thought to assigning five to five different people. I would love some feedback on this. You could probably give me some amazing feedback in two weeks. If you’ve got some good feedback, just pop it in at Ken@IncomeStore.com. If either of these last two podcasts hits you or helps you, please shoot a review. I am very close to 100 reviews and that would help tremendously. You’ll have to do that on an actual laptop or computer. For whatever reason, iTunes does not allow reviews on phones. I hope this helps. Take care.