Tenacity: D&G Paving – Interfanatic Customer Spotlight

To make our way, we must have firm resolve, persistence, tenacity.

Ralph Bunche

Ralph Bunche, an American icon and a great man to highlight during the waning days of Black History Month. Bunche used tenacity to make the world a better place, to the extent that he was honored by a Nobel Peace Prize. So I guess I should listen to his words when it comes to tenacity, eh?


I’m working to be tenacious about the things that are important in 2021.

And I’m not alone. So is Dan Ash and his whole crew at D&G Paving.

2020 was rough on a lot of people. It was rough on a lot of businesses. It’s frustrating to watch the group you support through a lifetime of hard work go through tough times. But that’s what happened with D&G. With the world shutting down, paving projects were drying up, too. But, tenacity got them through.

It’s really important to remember that the people telling you the bad news are not responsible for the bad news. The people trying to help you are reacting best they can to the enemy: a pandemic disease. Don’t get angry with those trying to help you just because you don’t like what they’re saying.

Same with a business owner. It’s a tough situation when a business has to lay off workers. Nobody wants to do it. It’s not their fault.

It’s our nature as humans to find somebody to blame. But sometimes life just sucks. We get through it with tenacity. Not assigning blame.

Tenacity: An Interfanatic Quality

There are many times in any month I want to tell a customer what to do with themselves. (We all have one or two customers, am I right???) But, tenacious professionalism needs to win the day. It’s hard.

We don’t give up on jobs. We do our best to make everyone happy and produce results.

I’m taking Bunche’s words to heart: I’m going to resolve, persist, and keep tenacity as my asset. And I lead by example with my people. I have great people. Sometimes, we all need a reminder to push forth with tenacity.

D&G Paving: Tenacious Through Adversity

When things get tough, you can bail, or you can double down. Dan Ash doubles down.

Things were not brilliant for D&G at the beginning of last year. Their quality of work was up, their customers were satisfied, but the leads did not roll in as usual. For obvious reasons. As we all came to terms with the global pandemic, many of us were not as focused on the ADA compliance level of our parking lot. We were not as interested in sealing and striping, or getting our new concrete sidewalk paving project kicked off.

“D&G Paving tenaciously doubled down, they got the right help, and they’re back at it.”

Dan came to us. He knew we were the right choice because we redesigned D&G Paving’s website over a decade ago. It was time for a refresh of the site, and to get some leads rolling in.

We jumped in immediately with some serious Google Ads campaigns, and immediately got the leads coming in again. We worked through the summer on their ads, and the results were immediate.

When we were finally able to pin the team down, we got the content we needed and completed their most recent site redesign. We launched the new about a month ago.

It was a tough time for Ash and crew, and they could have given up. They could have thrown in the towel, as many of their competitors did. But they refused – D&G Paving tenaciously doubled down, they got the right help, and they’re back at it.

Interfanatic Service Focus: Interfanatic Power Search Advertising with $1,500 Monthly Ad Spend

When you need leads coming through your site now, the best way is to get a powerful Google Ads campaign (or many) running. We run ad campaigns of all budget sizes, but $1,500 is typically enough to ensure sufficient traffic to bring in the leads.

That can seem like a lot of money, but for many small businesses, it’s the sweet spot. Most of our competitors require a much higher ad spend just to get an appointment. We’ll deal with almost any budget. I take pride in that – in our ability to help businesses of all sizes and budgets.

Interfanatic: Still Here Because of Tenacity

Many of our competitors are gone. I recently heard a line in a TV show, “You know what the worst part of growing old is? So many of the people you’ve known all your life are gone…” We’ve known many of our competitors through the years, and most of them are gone. In this case, it’s not the worst thing about running a business. But it didn’t happen this way without tenacity. There have been many bumps. I’m grateful for the opportunity to work hard for our great clients.

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

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

Last week’s image was one of immense beauty I was lucky enough to capture. This week’s is again a reflection upon the quality. You don’t climb a mountain if you quit. Despite the difficulty, you have to keep ascending. It’s not easy. It requires tenacity. You don’t survive without tenacity.

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Humility: The Human Equation – Peter Getoff – Interfanatic Customer Spotlight

We must in strength and humility meet hate with love.

Dr. Martin Luther King, Jr.

“In strength and humility meet hate with love”… It’s so easy to hate. Too easy. Too easy to assign minor differences major import. If we can humble ourselves to understand our opponent, we can find love for them, and turn them from opponent to friend.

In 2021, my goal is to understand people I disagree with. To have fewer opponents, realizing that we’re all in this together, and really we all want the same things.

In business, people come to us for help with a common opponent. We get customers who come to us struggling with a certain aspect of their business. They know we can be trusted to solve this problem; to relieve pressure from this opponent, so that they can better succeed in their business, with their struggle, their opponent, better understood. It is our task to approach their problem with humility, and to help them solve it for the long term.

A man who uses a similar approach of humility in all his dealings – a man I really love working with – is Peter Getoff. Peter is a psychotherapist, executive trainer and not-for-profit coach in Los Angeles. His calm, jovial demeanor is a blessing. And he comes at every situation with curiosity, and humility.

He has been an excellent student and client as we’ve worked to improve his site’s search presence. And you can only be an excellent student through humility.

Humility: An Interfanatic Quality

So often, we see a problem and we think, “ah, we’ve seen this before. We do this and this and that, and voila – all will be well again.” But sometimes when you go with that knee-jerk reaction, all goes horribly wrong. So instead, we’ve learned to employ systems and processes to hedge our bets. We take back-ups regularly just in case the problem is not all it seems.

And you have to do that when you’re dealing with complex technical systems. And indeed, the modern website is a complex technical system. If it appears to be simple, that just means we’re doing our job well.

So we do as Doctor King instructs. We seek out problems with strength of experience, and with a big fat dose of humility.

Peter Getoff: Bringing a Business into the Digital World, With Humility

Getoff has learned so much in just a few months. We went from taking over the most basic aspects of his digital presence to most recently launching a The Human Equation YouTube Channel for Peter. Definitely a work in progress, but my goodness what a difference.

“Peter Getoff’s humble manner and natural curiosity helps him to move his psychotherapy business, The Human Equation, forward.”

Here we have a successful guy who was working hard, but he realized his website wasn’t working for him. So he trusted us to help, and he went from having an ancient website to now having an important blog about tackling the homeless problem in Los Angeles and YouTube Channel. There’s still much to be done, but the labors are already bearing fruit.

Peter’s humble manner and natural curiosity helps him to move his business forward. Without Peter’s humility, he may well be stuck in the ancient ages with his business. He chooses to learn and to move forward, and it is our pleasure to help.

Interfanatic Service Focus: Interfanatic Power Year-Round SEO Monitoring / Monthly

We normally start with an Interfanatic Basic SEO Situation Report. We find out what keywords are important your business, and we find out how your site is performing for them.

That’s only the beginning. From there, we can recommend and even take actions for you to improve your site’s results in the search rankings. For those who find search performance critical to their business function, we monitor those results regularly: weekly, monthly, or at some other regular basis.

In this way, we’re able to track the performance of our suggestions and actions. It’s a very hands-on approach to SEO and website performance.

It is our pleasure to help your website improve.

Interfanatic: Approaching with Humility

We look to Dr. King for advice regularly. We see the wisdom in his words, advising us to approach with strength and humility. We’d be happy to do that for you. Just ask us.

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

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

Whenever you think you’ve made something of beauty, you look up and you find humility.

Just another typical sunset in Southern California! I took this photograph a while ago now, and it reminds me of my mother’s words growing up that she learned from her father: “Red sky at night, sailor’s delight; red sky in warning, sailors take warning.” The pastels in the sky that evening were unbelievable. It’s wonderful my humble phone camera were able to catch them. But the lesson is the sailor’s: approach the beast of the ocean with humility, and she can be a good mother. Bring too much arrogance, and you will be destroyed.

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Adaptability: Peter Getoff – Interfanatic Customer Spotlight

Enjoying success requires the ability to adapt.

Nolan Ryan

Nolan Ryan stayed on top of baseball – in one of the most taxing positions – for an incredibly long time. He says here that he achieved that with adaptability.

Sometimes a company comes out of the gate looking huge. They seem to be doing everything right. Their customers love them. But even if they had the right product or service mix to answer consumer needs for a specific time, they won’t last. Just as they analyzed and adapted, to their opening moment, they have to keep analyzing and adapting.

Sears. Kodak. K-Mart. JC Penneys. All retail giants, gone.

The one I find most interesting is Sears. One of the original catalog companies is flailing and failing in 2020. Because somehow, they have not adapted their catalog model to the Internet: the most recent catalog going to everyone in the world.

On the face of it, they should be perfectly positioned to OWN the Internet and Internet retail. And yet, here comes a book seller who puts them and all other book sellers out of business. It’s remarkable.

Adapt. Just like Ryan suggest we need to.

Adaptability: An Interfanatic Quality

Because there are so many companies that come out of the gate without any way to monetize but billions of fake dollars in investment, there are hundreds of flavors of the month in this bizz. I tend to ignore all of them at first.

Once a company has been around for a while, once I feel it will be a viable long-term solution for filling needs, I start to pay attention.

If we tried to adapt to every new flavor of the month, we’d never get anything done. But if we did not adapt to the time-tested shifts in our industry, we wouldn’t be in business for over 20 years.

So, we adapt. An in many ways, we continually innovate. What we do is work in a way that is beneficial for our customers to do so.

Peter Getoff, Psychotherapist, Corporate Consultant and Trainer – Continually Adapting

We’re working with Peter Getoff to help people learn more about his business. He’s a very successful psychotherapist, corporate consultant, and an nfp management trainer in West Los Angeles.

And after working with Peter for some time, it’s clear that he understands the need to adapt. More than most. Even though he’s already quite successful, he wants to do more for his community, and getting to that next level requires adaptation.

It’s a pleasure to work with Getoff, and in many ways it’s because he’s willing to listen and change the things that need to be changed.

Even though he’s already quite successful, Getoff wants to do more for his community, and getting to that next level requires adaptation.”

Getoff’s industry is heavily influenced by the digital world, and he has chosen to embrace that digital world. To adapt – to work with it – to further his practice and his involvement.

By adapting to the world around him, Peter Getoff serves better himself, his customers, and his community. He acknowledges that things around him are changing and need more change. And he makes himself a positive part of that changing action.

Adapting to your Customers: Interfanatic Power Search Advertising with Setup

We have many great way to invest a small amount a learn a ton about your customers. One of the most efficient and enlightening is Search Advertising, like Google and Bing Ads.

You start with what you think you know about your customers. And sometimes you’re right. Sometimes you learn. And when you learn, you can adapt your business to better serve your customers.

For example, you run some ads for Product 1 you offer in Location A. But from running ads, you find that nobody in Location A is searching for Product 1. People in Location B are. Potential customers in Location A are looking for something like Product 1, but not exactly the same thing.

If you want to sell to the people in Location A, you can adapt your business by selling a different product. If you want to sell to people in Location B, you change your product to get them what they’re looking for. And, you can continue to run ads in different locations until you find a location with customers interested in your inventory of Product 1.

You might never figure this out if you never ran any ads. You can find out so much, so inexpensively, so fast. Search Ads are a great way to learn about your business so that you can adapt it to reach the customers are looking for.

And with Interfanatic, learning about your customers and product fit can be very, very inexpensive.

Interfanatic and Adaptability

After 20 years of working with many businesses, we have ideas to help you adapt. We can help you learn about where your business is failing, and where it is succeeding. But to adapt, you must first begin, and you must first show willingness to listen.

We’re here to be a resource to great businesses. To help them be greater.

Like Nolan Ryan, we’ve adapted to much, and we can help you adapt, too.

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

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

The Long Beach Grand Prix. To win, these cars adapted. I took this photograph shortly after the conclusion of the sports car race on the Long Beach Grand Prix weekend. These cars are obviously designed to go fast. Their designers also created them to be elegant examples of adaptability. But so are all of the cars that raced. To win, engineers adapted these cars to the circuit and to their drivers better than any other cars. Just like business, these cars have strict rules they must keep. The cars that adapt best and stay quickest, longest, and adapt the most over the course of the race are the ones that win.

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