Gini Dietrich

How to Get Big Things Done

By: Gini Dietrich | November 26, 2012 | 
108

In the fifth edition of The Three Things, Michael Schechter (whom I shall call Shrek from here on out), recommended Execute, a book written in a week (well, actually eight days) by Drew Wilson and Josh Long.

The idea being, of course, that you can get big things done when you set your mind to it and really focus.

So, during this National Novel Writing Month, Shrek and I both are embarking on writing something more than a few thousand words in order to achieve individual goals. Mine is to finally write a novel and his is to make a dent on a larger writing project.

This isn’t my first book. Earlier this year, the book I co-authored with Geoff LivingstonMarketing in the Round – came out and he and I both spent the summer on the road promoting it. It is, however, my first fiction and my first solo book so we’ll see how it goes.

As Shrek began to prepare for his month of writing, he asked some friends to help him out with the blog around getting big things done.

Growing a Business from the Road

The question he asked me was, “How have you run your business this year, while you’ve been on the road promoting your book?”

Let me tell you, it was not easy. I was on the road for 25 straight weeks. I missed my bed. I missed my family. I missed my bike. I missed my friends. I missed my social life. I missed my team. I missed my freaking routine.

But I also knew it was coming so I prepared early in the year to be away for six months. In fact, now that I’ve been home for a few weeks, I find myself looking for things to do around 3 p.m. every day because I’m so accustomed to doing my work in half days while the other half is spent on stage, speaking.

The Back Story

Seven years ago, I opened the doors at Arment Dietrich. I had no idea what I was doing. The only thing I knew was I was really good at communications and I knew there had to be a better way of doing things (measuring results, namely) than the way I’d been taught in the big, global PR firm world.

The first couple of years I was lucky. People were hiring PR firms left and right. Banks were loaning money. People wanted to work for the next big company. We all worked really hard doing client service and we grew in spite of no process, no procedures, and a leader who knew nothing about running business.

But then the Great Recession hit and, though I didn’t know it at the time, I was about to embark on the most expensive business lesson one could have…in the School of Hard Knocks, which cost me more than any Ivy League education.

During that extremely expensive and painful education, I sat back and looked at what it was I was doing. Did I really want to grow a business? Was I ready to take on additional risk? Or should I just call it quits and find myself a cushy SVP job at a global firm with a guaranteed paycheck and benefits?

I always knew, if I couldn’t get the business back off the ground, I could get that cushy job. So I looked at what needed to happen in order to get things going again.

In order to grow at the level I knew we could (185 percent growth this year!), I knew I had to lay the foundation. And that meant getting out there and doing things differently. No longer could we rely on word-of-mouth and referrals to gain new business.

Laying the Foundation

We began to blog. I got on Twitter and painstakingly grew my following one person at a time. Then we added Facebook and LinkedIn and Google+ and YouTube and Pinterest and Instagram. All in order to promote not only the business, but Spin Sucks, which has a very lofty vision of being the resource for professional development for PR and marketing pros.

I went out on the speaking circuit and then Geoff and I wrote the book, which increased the speaking opportunities by nearly six times.

And all of that created our brand, developed our thought leadership, and increased our credibility.

Suddenly Fortune 20 companies began calling us to work with them, to create specific workshops for their employees, or to coach them on integrating social into their larger marketing mix.

Getting Big Things Done

But it hasn’t been easy. We set a financial goal for 2012, which we reached about three weeks ago. Now, of course, I want to see if we can hit a certain milestone by year’s end: We’re $32,000 away from it. My job is business development and, while the speaking and traveling has provided the opportunity to build relationships with potential clients, it hasn’t afforded me the time to follow-up on those opportunities.

Until now.

We closed about a third of our annual business in October. All from people I met on the road. And we’re going into 2013 with more revenue signed than we’ll do in all of 2012. While we had 185 percent growth this year (and we’re not finished), we’ll more than triple our 2011 revenue in 2013.

All because of the combined power of blogging, a published book, speaking, social media, and targeted follow-up.

Next year I’ve promised myself I’ll spend only 12 weeks on the road. We’re incorporating marketing automation to help with follow-up from the speaking engagements. Growth won’t wait until I’m home and at my desk like it did this year.

A version of this first appeared on A Better Mess.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • belllindsay

    Funny how “12 weeks on the road” sounds like a walk in the park to you! LOL To most people it would be a nightmare – perspective after such a busy year, eh?

    • @belllindsay It’s no big deal after this year! And it won’t be in a row so that makes it A LOT easier.

      • belllindsay

        @ginidietrich It will feel like a frikken VACATION after this year!! 😉

        • @belllindsay Seriously. We were joking the other day that I worked five hours on Friday, but it felt like a freaking day off. That’s kind of sad.

        • @ginidietrich  @belllindsay Yikes, Gini. Good thing you’re so young!

        • @Carmelo  @belllindsay I don’t feel so young some days. Oy.

  • G, very cool to watch the progression this year. Amazing what happens when you’re good at what you do and work harder than everyone else. Kudos!
     
    I will say I want a follow up post on how you got the big things done — scheduling, prioritizing, technology, etc … I know once you pull back the curtain there will be like 50 Gini-bots behind it, but it will still be fun to see. 🙂

    • @Adam | Customer Experience @ginidietrich 50 Gini-bots! Ha!

      • @katskrieger  @Adam | Customer Experience  @ginidietrich Admit it – you heard “50 Gini-bots! Ha!” in the Count’s voice.

    • @Adam | Customer Experience I’m not sure there will be 50 Gini-bots. I’m also not sure HOW I did it. I felt pretty exhausted and burned out all year. Toward the end of the summer, my team clicked into place so that was a huge help…I mean, HUGE. But earlier in the year, it was more about prioritizing accurately and getting the things accomplished that helped us reach our goals. It’s harder to stay goal-oriented toward the end of the week when you’re traveling that much so I always prioritized the big stuff (client and new biz meetings) at the beginning of the week.

      • @ginidietrich  @Adam | Customer Experience @katskrieger Yeah, focusing on the big stuff first … a really important thing. But, Gini-bots? Wow, I’ll have to think about that one. 
         
        Wow, good for you, Gini. Show’s too what persistence does, right? You keep after it!

        • HowieG

          @Carmelo  @ginidietrich  @Adam | Customer Experience  @katskrieger @jasonkonopinski I bet Gini gets acquired by Bain Capital soon!

        • @HowieG  @Carmelo  @ginidietrich  @katskrieger  @jasonkonopinski My prediction is the Gini-bots wil become self-aware on Aug 21, 2013, Judgement Day, and then overthrow her.

        • @Adam | Customer Experience  @HowieG  @ginidietrich  @katskrieger  @jasonkonopinski LOL, there are probably times when she can’t wait for that to happen!

        • @Carmelo  I really didn’t think we’d make it through 2011. We had already had the “I don’t think we’re going to make it” conversation with my team. Look where we are just a year later. It’s all stubbornness is what it is.

        • @ginidietrich Gini, you say stubbornness and I definitely see that and there’s value in that. But, what percentage would you say it was also the love you have for your expertise and the business you’re in? In other words, as long as you’re not completely hand tied due to no money at all, how much was love a factor?

        • @Carmelo Well, we had no money come in for four months and we had no access to cash so we were down, literally, to our last penny. I think it was more an attitude of not wanting to fail or let everyone down than anything. Sure, I love what I do, but I didn’t love it so much from 2009-2011.

        • @ginidietrich I’ve been through that too. Incredibly difficult. And no, you can’t love it that much during that time. Was there like one thing that jump-started everything again?

        • @Carmelo Yes, the government decided to delay the credit debate. So it may happen again, but this time I’m ready because I learned the “cash is king” lesson.

  • Did you know using an infographic with a Henry Ford quote instantly increases your credibility by 35%.
    You’re one of my role models when it comes to getting it done. Thanks for giving us some insight into the million dollar mind of yours

    • HowieG

      @TonyBennett Ahem….Cough….$1.032 million dollar mind once she nails that $32k

    • @TonyBennett Glad you noticed!

  • ginidietrich

    @ScottPropp Thanks Scott! You’re always so good to me.

  • ginidietrich

    @ScottPropp I remember when I started the business and NO ONE talked about what it’s really like. I decided to change that.

  • Thanks, Gin.  I’m trying to get my business off the ground, and it’s good to know you started by “laying the foundation” through blogging, etc.  Hopefully, my blogging on YOUR blog will be my way of “laying the foundation” for my blog, website and business.  I appreciate that.

    • @wgmccoll Love your blog post about Julia Kelley. The poor socialite has herself in some big trouble, huh? I hope we can help you lay the foundation, too!

      • @ginidietrich Thanks so much, Gin.  Yeah, the poor socialite STILL hasn’t come out with her side of the story.  She should hire both you and me!!

        • @wgmccoll Heck no! I’m staying far away. She should hire you and then you can blog about it for us!

        • @ginidietrich  OK, I’m for that, as long as I get invited to all those good parties!  Hahaha

  • Your story is what great companies are made of, Gini.
     
    A company is only as good as its leader and can only go as far as its leaders vision.
     
    There really is no limit on what you can accomplish through your work and the foundation you’ve established… It’s mind-boggling and you’re just getting started!
     
    Cheers to a powerful 2013!

    • HowieG

      @Mark_Harai did you know that 2 years ago @ginidietrich turned down a reality TV show called the Dietrich’s with hopes of being the next Kardashians? I wonder where she would be now had she gone for it?

      • @HowieG  @ginidietrich HA!  Yikes, that story could go many different directions, haha – thank goodness she stayed on course : )

        • @Mark_Harai  @HowieG That would have been super boring. I don’t do anything exciting like fight with my sister or spend unrealistic amounts of money.

    • @Mark_Harai Thanks, Mark! I’m going to print this out and put it on my computer to remember during the really hard days.

  • HowieG

    I spent 5 years doing heavy travel for a sales job. I spent about 3 month on the road each year and gave up lots of personal time I did not get back…until I quit. I then decompressed at the beach in LA riding my bike for 4 months most mornings along Venice Beach. People thought I was either an undercover cop or a homeless person. Seriously the relief when I quit. I suggest you groom @belllindsay to be your road surrogate so you can stay home and cuddle with Kelly, JB and count your cash.

    • belllindsay

      @HowieG G’ah!!! I can barely order a coffee at Starbucks, let alone public speaking!!

      • @belllindsay  @HowieG Best idea ever! Lindsay is my road surrogate!

  • KellyeCrane

    Thanks for sharing, Gini! One thing I find interesting is that you closed most of the business when you had a chance to slow down and focus on that aspect of the biz dev. It shows how both networking hustle and focused follow-up are both necessary (the latter is too easy to put off for many folks). The fullest pipeline in the world does nothing unless you can ink the deal – congrats to you for capitalizing on all your hard work!

    • @KellyeCrane I definitely needed time to focus in order to close business. What will be ideal in 2013 is creating a nice email marketing program that does nurturing while I’m on the road and then having a person or two back in the office to follow-up so it doesn’t wait until I get back to my desk. Someday…

      • debdobson62

        @ginidietrich  @KellyeCrane CRM  🙂

    • debdobson62

      @KellyeCrane Focused follow up is key.  That is what I’m trying to get my attorneys to recognize.  Yep, you can speak, you can attend conferences, hold webinars, seminars, but what kind of pre-event/post-event follow up strategy do you have in place.  My guess for many.  NONE.  Gini, I applaud you in so many ways.  Thanks for sharing yet another good post and one that I will be sharing.

  • ginidietrich

    @ScottPropp You are very, very kind

  • ginidietrich

    @WebchoiceUSA I have clones

    • WebchoiceUSA

      @ginidietrich yes you do! I recall they are called Gini-bots? @jasonkonopinksi @adamtoporek

      • ginidietrich

        @WebchoiceUSA Please don’t feed the crazies @jasonkonopinksi @adamtoporek

        • jasonkonopinski

          @ginidietrich Don’t spoil our fun! @adamtoporek @WebchoiceUSA

        • adamtoporek

          @ginidietrich We’re not crazy. Our mothers had us tested. @jasonkonopinski @WebchoiceUSA

  • ginidietrich

    @4thGear OMG! Twitter AND Facebook in two days?!?

    • 4thGear

      @ginidietrich I know right ..I’m like a social media master now that I have posted to 2 places in under 24 hours.

      • blfarris

        @4thgear Wait, Randy’s here? How did that happen? @ginidietrich

        • 4thGear

          @blfarris @ginidietrich I’m pretty sure I hit a wrong button on the new phone and got on Twitter by accident

        • ginidietrich

          @blfarris Right?! He was on Facebook yesterday. Maybe the Mayans were right @4thgear

        • blfarris

          @ginidietrich Will @4thgear be on G+ tomorrow? Where will it all end?

        • ginidietrich

          @blfarris @4thgear STOP THE MADNESS! Then it could be Instagram and Pinterest!

        • 4thGear

          @ginidietrich @blfarris Ok now you guys are just making up words to tease me. I’m not falling for it.

        • ginidietrich

          @4thGear LOL!! I miss you so much

        • 4thGear

          @ginidietrich I miss you too we need to catch up! Really glad to hear how the biz is rockin!! Never a doubt for me.

        • ginidietrich

          @4thGear Now, of course, I have new concerns that never hit me before. But that’s part of the fun of business growth

        • 4thGear

          @ginidietrich Yes it is – never a dull moment. How can I help?

        • ginidietrich

          @4thGear Right now I just need to get through this year. I have 20 more days of travel.

        • 4thGear

          @ginidietrich I’m betting you make it

      • ginidietrich

        @4thGear You really are…a guru, in fact

  • ginidietrich

    @djenningspr Thank you!

  • ginidietrich

    @aakomas How was your Thanksgiving?

    • aakomas

      @ginidietrich It was great! How was yours?

      • ginidietrich

        @aakomas It was good. Really low-key. Now the race to the end of the year begins.

        • aakomas

          @ginidietrich Mine too. Spent it with family. I am rooting for you! Exciting! Wine:30 b4 the end of the year?

        • ginidietrich

          @aakomas We are virtual now so no more wine:30!

        • aakomas

          @ginidietrich Ok then, face time later 🙂

        • ginidietrich

          @aakomas For sure!

        • aakomas

          @ginidietrich Cool! Enjoy the rest of your day 🙂

  • rideboulderco

    @ginidietrich wow! congratulations on hard-earned achievements this year! You’ve definitely been a ‘force of nature’ – good for you!

  • rideboulderco

    @ginidietrich and looking forward to reading the book. Need a reviewer :-)?

    • ginidietrich

      @rideboulderco I’m scared to have anyone read it!

      • rideboulderco

        @ginidietrich well, when/if you’re ready, I’m happy to help. It’s a tremendous achievement!

  • You have no idea how cool it is to see behind the curtain, and get a glimpse at your process. Thank you for sharing that. Oh, and I’m a huge NaNoWriMo fan too, I “won” in 2007 while working a fulltime job, traveling across Europe on week-ends, and maintaining my relationship with my man (he stuck with me and we’re now married). 
     
    So yeah, major congrats on all fronts – novels, business growth, and strategic moves!

    • @NathLussier Holy cow! I didn’t know that. Now I love you so much more.

  • ginidietrich

    @josgovaart Really? I could add in some things about it, if you want

    • josgovaart

      @ginidietrich more a subject for lunch or dinner!

  • ginidietrich

    @josgovaart That works even better!

    • josgovaart

      @ginidietrich great !

  • ginidietrich

    @Jensenborger6 TOTALLY different

    • Jensenborger6

      @ginidietrich LOL. Thought so.

      • ginidietrich

        @Jensenborger6 You think it’d be no big deal because I write every day. WRONG

        • Jensenborger6

          @ginidietrich Yes, I imagine everything changes when you have to make stuff up. But it’s so much more fun…

        • ginidietrich

          @Jensenborger6 It’s waaaaaaay more fun

  • rdopping

    Hmmmm…….I read this somewhere else. 🙂 It’s as impressive the second time as it was the first time. It seems like you are having so much fun doing this stuff too!!! Cheers! How was the tofurkey?

    • @rdopping Yes, you did! I didn’t make a tofurkey. My family would boo me out of the house. I made a maple bacon roasted turkey and, from what I hear, it was my best to date.

      • rdopping

        @ginidietrich so. You came through on the maple bacon wrapped turducken then, huh? Awesome for you.

      • @ginidietrich  @rdopping Wowzers, I’m coming to your house next year. (or maybe for Christmas??)

        • @Carmelo  @rdopping I do Thanksgiving every year and you’re both invited!

        • @ginidietrich  @rdopping WooHoo! What shall we bring Ralph? Something really nice, but don’t you think it should challenge her too? She’d love that. 
           
          Thanks, Gini … you are a treasure. 🙂

        • rdopping

          @Carmelo @ginidietrich Anyone who calls me old IS a turkey.

  • Wow.

    • @jeanniecw That’s it? Just wow? Maybe you should use your creativity for comments instead of notes in a the lunchbox of a certain little man.

      • @ginidietrich Ha ha ha ha!!! This posted too quickly as an accident, then I though it was so funny because I knew it would bug you. LMAO!

  • So what’s your book about? If it involves vampires and teenage angst, though I’m probably going to pass. No hard feelings, m’kay? 😛
     
    As impressive your results have been  what’s striking is that you stuck to the basics and didn’t do anything fancy. You gave people things to think about, carried out a constant conversation and nurtured your network, one person at a time. It’s grunt work and unglamorous but that’s what brings home the bacon (or cupcakes. Cupcakes are cool)
     
    Here’s to a successful 2013

    • @bhas Mmmmm…cupcakes. The biggest lesson I learned in the past couple of years is LOTS of people want to come work with us, but no one realizes how hard we work. So they interview and start to see behind the scenes and think, “No way! I’m not willing to work that hard.” It’s not glamorous and it IS grunt work, but it works.
       
      And no…no vampires or teenage angst.

  • ginidietrich

    @SilverGrassMKTG Thank you!

  • Wow you are some sort of Wonder Woman! You touched on one of my key struggles here- Follow Up. While I am not on the road as much as you, you know my aggressive calling schedule (30 individual meetings in one day being my record), and I am sure you can imagine the follow up that this creates. Short of cloning myself (something the UN has specifically ruled against), I am still struggling with the duality of creating new business through meeting new customers and strengthening the relationships I have already formed. I have hesitated to use automated follow ups thus far- i would love to hear how that works for you. I am beginning to think I should don my Charles Arment cape and fly to The ‘Dam with you to talk strategy!

    • @RebeccaTodd I use Infusionsoft and it works REALLY well. I don’t use it for hot leads, but the people I meet who I think may want to work with us eventually? For sure I use the automated emails. I have it set up so it’s personal, as if I sat down and wrote the email as soon as I got back to my desk. It was painful to get set up, but now that it’s working, it’s like magic.

      • @ginidietrich Thank you! I will explore this option further.

  • Quintain

    Thanks Gini for posting this fantastic blog. I always enjoy reading your posts, but this time I feel a particular kinship. My husband and I started our firm (Quintain Marketing) seven years ago at the same time you started Arment Dietrich. In early 2009, the bottom fell out and we, like you, decided to invest some time in social media to find out if we could expand our network and grow our business. It did succeed in doing that, but it also fundamentally changed our business model. Prior to 2009, we were not selling social media services. After using social media to market ourselves, clients began asking us if we could do it for them and a new business line was born. Fast forward to today and we have also added marketing automation to our list of services (we started using HubSpot about a year ago and love it, and now we have about 6 clients on it as well – AND I got to meet @geoffliving at the HubSpot conference this past August!). The truth is, social media works. In the last 6 months along, we’ve gotten 4 new clients just from LinkedIn and several more from our blog. I’ll be honest – we’re not neary as consistent as you are with blogging (the Cobbler’s child, you know!) and as a result our growth isn’t quite as astronomical – but the effort we’ve put in has more than paid off. Now, you are a huge inspiration to me to take it to the next level!

    • @Quintain This? I love this. It always kills me when people say small businesses shouldn’t use social media. You’re a testament to that being the wrong kind of advice!

  • DanielRowles1

    Excellent post – inspired this:  http://goo.gl/3i1sv

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