Enough with the vanity metrics!
It's time to let go of those vanity metrics you keep chasing.
They only feed you a false sense of success.
All of these things can be GAMED.
As in, they can be manipulated.
this means: it doesn't matter in the long run.
Atlantis The Palm Dubai, an iconic luxury resort once told my agency to get them 1,000,000+ views on a video they were running.
It was a promo for the resort.
It was a nice enough video. But not something to write home about.
There was now way it was going viral.
And no way it was going to hit 1,000,000 views - not any time soon anyway.
I tried to level with them.
I told them this:
the video was nice enough but not share worthy (it wasn't going to grow organically)
we could 'game the system' but that would be against our policies/morals/ethics and YouTube's guidelines
this would also pose a risk to the brand
1,000,000+ views would not result in more bookings or a stronger bottom line
It was as real as it got.
They were stunned but appreciated the pragmatism.
This is why I tell people to stop chasing silly little vanity metrics.
It's fine to want more app downloads but maybe focus on reducing app uninstalls?
Nothing wrong with wanting 1 MILLION VIEWS on your video - but what's the end game here? what will it do for your business?
Will 10x your follower count on Insta really make you more money? I mean, really?
And aiming for #1 in Google is fine (and always the goal) but you could still do well even if you're lower down on page 1.
My online store is within the top 5 for a lot of keywords and it does well even though it's not #1 for everything.
Of course I want the #1 spot but right now, I'm focusing on other more important things: like customer service, quick delivery and reducing abandoned carts.
This should be your focus too.
Don't let your ego get in the way of success.
Look at the things that help you keep the lights on and keep that at the top of your mind.
And then be relentless in your pursuit to succeed.
You know it makes sense.
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