Today, I made a CRAZY decision.
I asked our client liaison
to push to the BOTTOM of our work-queue any client who bugs her about
time-lines on deliverables.
Isn’t it bad for
As it turns out, no.
Quite the opposite actually.
Here’s the thing…
Today I had to send
back two BEAUTIFUL variations on a page design and get our creative staff to
As good as they both looked,
I didn’t like them.
To be honest, I don’t
think it was the designer’s fault at all.
There was TOO MUCH
It made the page
cluttered and hard to focus on the important bits.
I was angry. This should
have been caught at the COPYWRITING stage. Not in design!
Recently there’s been many little errors popping up in the team’s work. Nothing serious…but I’m a
perfectionist and i feel embarrassed to show my customers anything less than
It taints their
experience with my company.
Like one uploaded
campaign had several empty adgroups. The problem? There was 150,000 keywords
produced by our keyword research…and the Bing platform allows only a max of 100,000.
Lol we made TOO many keywords.
Another example, a landing
page we submitted to a client had a “readme” file for upload instructions. The
problem? The INSTRUCTIONS had the wrong client’s name. The instructions were
right, the landing page was perfect, but the instructions called the client by
someone else’s name.
assistant set a consultation time with a client and notified him of it. The problem?
Her notification said “PM” instead of “AM”. Uughhh!
See, little errors.
But embarrassing ones.
So why all these
Well, my big successes with traffic, my “secret” for getting hundreds of thousands of leads for my clients has a lot to do with how methodical, systematic, and CAREFUL i am.
Being careful is slow.
But in this industry, patience is NOT a virtue and few clients really understand why i’m so careful.
When you’re paying for every click, you can’t afford to have ONE mistake. it could cost you a lot of money very quickly … and you may never even know about it!
Anyway, we tried to accommodate our clients’ impatience by training more staff and making our processes more efficient. That improved our speed somewhat.
Then we experimented with some new
strategies to keep communication channels open with our clients. We assigned to each client a member of staff whose sole purpose was to give them constant updates, answer their questions, and to show them deliverables
at every phase of completion.
See i created YaghiLabs with
the following five CORE VALUES:
1) integrity, 2)
QUALITY, 3) SPEED, 4) changeability, and 5) scalability
In that order.
but i think our new focus
on speed is premature.
A LOT of work goes
into campaign building – and good
high quality work takes time, care, and skill.
Speed is good, but not
at the expense of quality.
This is what
happens when you listen to the customer and assume they’re always right. that
might be the case in retail, but in a specialized service business, they’re
The customer doesn’t know
what they need. They just want.
When they get what
they want, they’re not always happy with it…because it’s not what they ACTUALLY
The way i see it…
There’s no point paying for an advertising campaign built by the #1 traffic consultant in the world, when you can’t afford to wait for him to bullet-proof, check, double
check, and repeat the work as many times as necessary to get it right.
You’ll waste your money, and you’ll spend more of your money on a campaign that will likely flop. All because of some careless oversight.
I don’t want to be that kind of marketing company, the kind that just goes through the motions of giving a service, without really delivering the service at all.
So i’m reverting back to the old way. The way that we gained our reputation with.
Look, we are still a
young company in a state of growth.
There are bound to be
some growing pains. And our speed of service is still an area we must strive to
improve…but not at the expense of our quality.
Without quality, speed
is meaningless. Without quality, our reputation is meaningless.
Reputation can be lost in an instant, and i’ve spent too long and worked too hard creating mine.
I share this sincere email
with you to offer a heartfelt and most ashamed apology on behalf of ALL the YaghiLabs crew if you’ve caught us with our skirt up.
And to assure all our
loyal subscribers that from this day forward, YaghiLabs will only produce TOP
quality, error-checked Traffic & Marketing deliverables like we always have.
We’re not fast, but we’re
So if you value quality
if you want a perfect marketing campaign that you
turn on with a flick of a button and it brings traffic and leads immediately,
then you will love what we are doing with our new Google Done-For-You Traffic
Make sure to check out
the link above and read more about what we’re doing with Google. It’s seriously