You don’t know what you don’t know

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I enjoy building things in my backyard from plans or even from scratch. I find it a great way to relax – you just can’t beat swinging a hammer for stress relief. When I set out to fix or build something around the house I work backwards from the objective:

–          What is the objective or end result?

–          What materials do I need to accomplish this?

–          What tools do I need in order to do this right?

If I’m going to build a tree house for the kids then I head to the local building supply shop and speak to a pro about those questions. I go over with him what tools I have, which ones I may need to buy, what my goals are and we make sure I have what I need to accomplish the task.

Pretty straightforward isn’t it? So why is it that we forget this when working with technology in business? There’s nothing magical about technology, even if what we can do with it seems so, any more than it’s magical what a master cabinet maker can do with a hammer and planer. The result may seem enchanted but, the process was anything but.

I came across an interesting exchange on the WIND Mobile (a Canadian cell carrier) site this week. A comment from subscriber politely mentioned their frustration after signing up and then realizing that WIND doesn’t support BES.

Blackberry Enterprise Server allows you to sync your BB with Outlook running on an Exchange server and access such application as calendar, scheduling and even instant messaging. Anyone who’s used this knows just how handy that can be! Without it, you just get eMail pushed to your BB.

The very first response from another user was basically a “troll” stating the customer in question should have done their homework first. I’ll spare you my personal opinion about the aforementioned “troll” (eKarma matters) and focus on the real lesson here. That being, you don’t know what you don’t know and what you don’t know can come back to hurt you.

If you are looking for an eMail marketing solution, you should be working backwards from the end goal (establishing your goal is step one). The very first words out of your mouth when the CEO tells you to get an eMail marketing strategy together are: what do we want to accomplish with this? If the answer is too simplistic then dig deeper till you have some measurable goals. “Make more money,” would be one I’d classify as too simplistic. Once you have the goals you can formulate the questions to ask potential eMail Service Providers to be sure they can deliver what you need to meet expectations.

Here at The eMail Guide we’ve been swinging the hammers and knocking out some walls to provide that information so you can more easily find answers and solutions to make the right decisions to build your success. I’m very proud of what we’ve accomplished to date but, that’s nothing compared to how pumped I am about what we have planned for 2010! We’re on a mission to help you find out what you don’t know!

Takeaway: You don’t know what you don’t know.

Meet the author:

Jeff Ginsberg

Jeff Ginsberg

20+ year email marketing veteran who wants to help NewBees BEEcome eMail Marketing Ninjas. Want to contribute to our blog? We are always looking for eMail Marketing Ninjas to come share their knowledge and help NewBees create and send better eMail messages.

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