Wisdom: Career Change Guide, by Michael B. Schoettle – Interfanatic Customer Spotlight

Career Change Guide, for our Customer Spotlight on Wisdom, an Interfanatic Quality

Honesty is the 1st chapter in the book of wisdom.

Thomas Jefferson

We get the opportunity to work with some wise people! But Michael Schoettles don’t come along often.

Mike Schoettle is a gold-medal Olympic sailor, a Navy veteran, and a career executive recruiter. After such and illustrious career, he wanted to give. So he used all of his experience and four years to write the book, Career Change Guide. He champions a values-based approach that starts with you getting to know yourself, understanding that when you’re happy and fulfilled, the money will come.

So of course this quote from Jefferson fits. To create a successful life, you must employ a foundation of wisdom by first being honest with yourself. Schoettle was honest with himself, and look where it got him!

We recently discussed his journey. It’s not always easy to be honest with yourself. You have to peel back the layers of expectation and external influence to get at your core. But once you do, it will be much easier to find fulfillment and success. And, if you’re successful enough, you’ll be able to share your wisdom freely, as Schoettle did with his first book, Career Change Guide.

Wisdom: An Interfanatic Quality

Okay, okay, I’m not here telling you I’m wise. But, as always, these qualities are those we strive to embody. And of course, we do have an incredible amount of wisdom when it comes to digital marketing. You can’t be good at it for over 20 years and not glean at least some!

Wisdom drives which clients we wish to work with. It drives our decisions. Wisdom guides our processes. We use our experience to develop systems to simplify and expedite work. All of that comes from our decades of earned wisdom. Wisdom earned: sometimes the easy way, oftentimes not!

Career Change Guide: Author Michael Schoettle Sharing His Wisdom

Schoettle used Career Change Guide as an opportunity to help. He just wants to help young people find a great career. He wants to help people dissatisfied with their current job, and help them figure out taking the right path. Indeed, a theme behind his book is from the Frost poem, The Road Not Taken.

“Two roads diverged in a wood, and I– I took the one less traveled by, and that has made all the difference.”

Schoettle’s book cover states, “taking the right path could make all the difference.”

In Schoettle’s experience, it may not always be about the path less taken. For him, it’s about finding the right path for you. Oftentimes, the right path for you is a different path than that of others’ expectations of you. Or, finding exactly what makes you tick is slightly different than anybody else’s path.

It’s funny – finding the right path is a bit like tuning sales. Anybody with basic knowledge can get the boat moving in the right direction. But the last 5% of tuning the jib and main add the most to boat speed and separate those who get to the mark first.

Taking the right path could make all the difference.”

Career Change Guide, by Mike Schoettle

You can use Schoettle’s wisdom to guide you to your right path. (Or left one, as the case may be.) We recently completed a new website for Schoettle’s book that allows you to preview the book before you buy it. The book is under $15 on Amazon in paperback or Kindle, so you could definitely just get it if career path is on your mind. But if you want to, check it out first. You can read the first chapter, see the table of contents, and preview his recommended actions. He really has made a great, simple, step-by-step guide for anybody considering career change.

I highly recommend it for everyone. If for no other reason than to read about successful people changing career paths successfully, or reading some wisdom from a highly accomplished and decorated man. Mike really is a good guy. To access this body of wisdom from him so easily is a blessing for us all.

Interfanatic Service Focus: Interfanatic Power Social Advertising

On top of a website, we’re helping Mike with a number of launch campaigns. We’re helping him to advertise his book and website on Linkedin, Google, and directly on Amazon.

And we can help you, too.

Linkedin is an oft untapped resource for B2B marketing. They have many great advertising options. They’re easy enough for most people to figure out, but sometimes it’s difficult and people feel in over their head. If that’s the case, contact us and we’ll get you squared away. Linkedin is an interesting and unique place for Social Media Marketing, and Social Ads there are effective when handled properly.

Advertising on Amazon is not for the faint of heart. It’s complicated and there are many pitfalls. But if you have a product or book you want to advertise on Amazon, again, we’re here to help.

And, of course, Google is the King of Ads in Digital Marketing, 2021. We run many Google Ads campaigns monthly for customers of all sizes, and have for over a decade.

The last prong of our marketing approach for Schoettle so far was to send an email to several hundred of Mike’s acquaintances. For this marketing email, we used MailChimp, but we’ve used many other services in the past. Many times people think it’s a good idea to just send from their personal email account, but this is a terrible idea. It’s much better to leave it to a professional email services so you don’t ruin your personal email address. Again, email marketing sends is something we done hundreds of times through the years, to hundreds of thousands of email recipients.

When you’re looking to get your name, service, or product out there, we’re here to help.

Interfanatic: Trying to Tap into Some Wisdom, Even a Little Drop Will Do

As is often the case, that’s a Paul Simon quote. But we do – we try to tap into wisdom from many sources: our clients, our friends, our family, and, of course, our experience. When you’ve been doing this as long as we have, you’re bound to get some! And we have many little drops to help you with after two decades. We’re here to share that wisdom with you.


Humor: West Coast Jewelers – Interfanatic Customer Spotlight

West Coast Jewelers, for our Customer Spotlight on Humor, an Interfanatic Quality

The kind of humor I like is the thing that makes me laugh for five seconds and think for ten minutes.

Dr. William Davis

Custom jewelry is a fun business when you have the right customers. Firas and Saeed Sayegh know this because they have great customers that love working with them.

When it comes to business, they’re serious. But when it comes to developing relationships with their customers, they’re all about fun. One of the ways they do this is by keeping their sharp senses of humor ready with a joke and sharing a laugh.

The Sayeghs are great at what they do. But without their sharp wit, they wouldn’t be as fun to work with.

Dr. Davis’ quote reminds me of something a co-worker once told me. He like Bob Hope’s jokes because they made him laugh, and then they made him ponder. Cerebral is the best kind of humor.

Humor: An Interfanatic Quality

Humor is something we strive for. So much of business is so serious. But we have great customers and when we have a moment to relax with them, these are the times we cherish and remember.

Also, we use it in business regularly: in content. You need to have a little wit in your prose to be memorable. It’s not always easy, of course. We have deadlines. And we have writers. So we give those writers deadlines and we get reports of very clean email boxes.

Yeah, like I said, it’s something we strive for – not something we always achieve.

But it’s part of doing good business, being approachable and getting on well with your clients. Understanding them well enough to crack an appropriate joke now and again doesn’t hurt!

West Coast Jewelers: Combining Beauty and Power with a Touch of Humor

West Coast Jewelers pride themselves as memory makers. They make pieces that are memorable. They make statements. Those statements must reflect the customer. That often includes a subtle twist of humor.

But more than humor, their pieces are exquisite. They’re carefully designed. And they’re huge – so it’s important that they’re done right. The level of detail and care brought to these pieces by their craftsmen is impeccable.

When you’re dealing with such important statements, it’s important to know how and when to bring the lightness.

West Coast Jewelers pride themselves as memory makers. Their statement pieces reflect their customer, and that often includes a subtle twist of humor.

One of our satisfied Search Ads customers referred the Sayeghs to us, and we’ve been able to do a great job for them, too. They’re great to work with! As with most of our ads accounts, we started with a small monthly ad spend, and as they saw and verified results they’ve grown their spend to get more an more business.

We actually have our own ads turned off right now. We’ve got enough business coming in from other sources. Regulating traffic is one of the best things about Search Ads, when done right. When you need more business, you can turn them on and get to work optimizing them, and when you don’t, you can turn them off or reduce your spend to keep your name out there, prominent, but without overwhelming your staff. Steady growth is the key to success for many companies. We all hope for explosive growth, but when you put the infrastructure in place to handle the surge and then the surge falters, what do you do? It’s not a comfortable or healthy way to do business, especially for small businesses.

We also helped them get their local search results dialed in when they launched their business. That’s another important part of having a brick and mortar in 2021 – making sure your local search results are updated and relevant.

Interfanatic Service Focus: Interfanatic Power Social Advertising

Once you have your search ads working properly, the next stage is to optimize your social media spend. Most small businesses find that a little bit of money can go a long way when they’re heavily invested in social. The big brands spend big money conveying the messages that are most important to them.

Social Media has evolved considerably since MySpace. Instagram is still a heavy hitter for business as it’s a great platform for interaction, and it’s connected to all of that facebook data we love to hate.

When you find a message that resonates with your social network, it may translate to customers who don’t know you. The best way to get at that clientele that isn’t already connected to you on social media is through social advertising.

With greater reach comes greater interactivity, so you had best have your social and customer service teams locked in when you go after a big reach post. But if you’re ready, the right spend in the right geographic area could get your post in front of considerably more people than have ever seen it.

Check out your reach statistics. If you have say 10,000 followers, your reach for a single post may be in the 3-5,000 range quickly, depending on other factors (hashtags, tags, and interactions.) Give it a week and it should top 6,000. By that point, you might expect fifteen-hundred likes and perhaps a hundred comments, depending on the post. But what if you want another 100,000 eyes on that social media post. It’s possible. Depending on your geographic area, there may not be a way to get that kind of reach to a local audience. But if your product or service can serve a large enough geographic area, you can absolutely reach 100k.

That doesn’t mean your interaction rate will be high. That doesn’t mean you’ll translate to the same level of sales. As it’s your first time reaching this new audience, you’re unfamiliar. But after you reach that audience a few times, the same eyes start seeing your content. If your content conveys your unique brand personality well, these eyes will begin to trust you. And you’ll get an incremental increase in sales.

After a few posts with a significantly higher reach than usual, your interactions will be high. As you pique the curiosity of these new prospects, you should expect a lot of contact touches and questions. So coming with the sales are a lot of work. But if you’re ready, and if your product or service is ready, it will lead to repeat business. And that’s when you see real ROI. It’s usually not overnight, but it comes.

Interfanatic: Having Some Fun, Bringing the Humor and Laughs

When you have a couple of clients you know and trust and can rely on, it helps. If you don’t, take the clients you have and nurture those relationship – make them last. Bringing a laugh in now and again is a great way to do that. If you’re lucky, like us, some might last over twenty years.


This week’s image:
Interfanatic‘s founder, Ryan Delane, takes or creates every image you see in our social feed. Except this one.

Humor, an Interfanatic Quality. Interfanatic Digital Marketing founder Ryan Delane takes or creates every image you see in our social feed.
Humor, an Interfanatic Quality. Interfanatic Digital Marketing founder Ryan Delane takes or creates every image you see in our social feed.

I did not take this picture. It’s a screen grab from a great movie. A funny movie! The Rush Hour franchise is hilarious and if you disagree, I’m sorry but we can’t be friends.

But, I mean, look at this. It’s FUNNY. It’s hard to capture images of humor. Once in a while I succeed, but I haven’t in a while. I’ll blame COVID-19.