"You create your experiences through your expectations." - Seth Godin
I debated whether or not I should tell you this...
--> Google shut down my advertising for "Misleading content" a few years ago.
Apparently, Big G thinks RoofingSalesman.com
violates their advertising policies. They won't let me run any more advertising until I "fix" my website.
Unfortunately, they didn't tell me exactly what or where the "Misleading content" is on my website.
They did include a support link
where they define "Misleading content."
- "Making false statements about your identity or qualifications."
- "Using false claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome that a user can expect."
- "Falsely implying affiliation with, or endorsement by, another individual, organization, product, or service."
- "Promotions that mislead or trick the user into interacting with them."
EXPERIENCE EQUALS EXPECTATIONS
Your audience, the people you're trying to sell, have a specific set of life experiences that define their expectations. Different words have different meanings depending on who hears or reads your words.
You could read the sentence "The cooking teacher said the children made good snacks" and know the children made some snacks, and those snacks were good, according to their cooking teacher.
However, if I were to say, "The cannibal said the children made good snacks," your life experience of understanding what a cannibal is, and does, would change the meaning of the word "made" for you, right?
Maybe I really did mean the children made some snacks, they were good snacks, even a cannibal tried those snacks and said they were good snacks, and cannibals don't usually like to eat snacks.
The life experiences of the people listening to your presentation, or reading your proposal, email, text, or whatever, determine the meaning of what you said or wrote...not you!
You don't get to decide what people determine you meant by what you said...they do!
If you're like I am, you'll understand exactly when I say talking to some people is easy because they get you; they completely understand the meaning of what you're trying to say.
You instantly click. Communication is easy. There are no problems understanding each other. Some people think it's weird how well the two of you understand each other, do you know what I mean?
At the same time, some people are hard to communicate with because the meaning of your words don't mean to them what they mean to you. You may both be speaking English, but that doesn't mean you're able to communicate with each other.
When I write advertising, give a speech, or do a private training seminar, I super-connect with salespeople, sales managers, and company owners. I write and talk to them in the meanings they easily understand, using common language based on shared life experiences that strongly communicate my message.
We (me and you) click. Communication is easy for us.
Yes, it's weird, isn't it?
You know how extremely transparent I am with my life both online and in my public speaking. I consistently remind people how difficult a career in roofing sales can be, often warning, "9 out of 10 will fail."
I'm also fiercely independent and don't claim to be affiliated with people, products, or organizations without an actual real-life affiliation or a legitimate endorsement. Finally, I don't trick people into clicking on my advertising.
I'm straight-forward, straight shooter, maybe even too straight.
Anyway, I fixed what Google wanted me to fix and my ads have been running uninterrupted ever since. That's been awhile ago, but I thought I would share the lesson.
P.S. I'm not saying Google was wrong for shutting down the advertising to my website. I live in their world, they don't live in mine. I agreed to abide by their policies. It's my job to stay within their guidelines. I will do what they say because I don't make the rules, or interpret their meaning, they do!
Hey, You In? 🤷♂️
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