My last blog post

Over three years ago I launched Figment Consulting with the plan to right the virtual school ship. Since then I have had some wonderful opportunities to work with some school leaders who are truly working to build virtual schools that work -- for families.

It renewed my hope in what virtual could be, and should be.

However, over the past three years, I have also had the opportunity to expand the role of Figment and branch out beyond the confines of education. In doing so it allowed me, and us at Figment, to play in fields that produce inspiring work.

Most recently we helped launch former American Idol Terrian's music career with her debut single, 'I Am Free.' And, we continue to work with her, guiding her as she moves into her next stages beyond the launch.

Also, we have had the pleasure of working with Disney Master Artist, and celebrity artist, Kevin-John. He is an amazing talent and a wonderful personality. Currently, we are working to expand his brand in new and exciting ways that could propel him far down the path of celebrity over the next few years.

We have also had the pleasure of one-off efforts with some unique talent in a variety of fields, fields that lend themselves to producing good (not just good work, but good overall). To say it has been fun would be an understatement.

But, what to do with my passion for virtual schooling? What should I do with my desire to help schools build virtual schools that serve families -- I still recall the tens of thousands of families I have had the pleasure of meeting and talking with over the years. And recently I have been able to present my message from Pennsylvania to British Columbia.

However, I thought about leaving it all behind, and I was close to doing just that. In the end, though, after months of contemplating, soul-searching, and planning, I have decided to let Figment continue to evolve down the path it is headed -- talent management, marketing consulting, sales training, SEO, design, and simply producing great, fun work. In other words, putting good in the world.

With that decision, I then turned my attention to continuing the effort to help virtual schools. In essence, I am splitting the two, separating them. Moving forward Figment will concentrate on marketing, sales, and talent management, with me continuing to lead the charge.

I will also be launching a new endeavor that will allow me to continue working to expand the message of what virtual schools need to succeed. It will continue to be based on my Virtual School Manifesto: Nine Essential Ingredients. 

It will allow me to produce material, further conduct seminars, training, and speaking engagements focused on virtual schooling, but it will be separate from Figment. Soon I will launch it under my own name, Houston Tucker.

So, while this is my last blog post at Figment, I am not leaving (Figment will be taking over this blog). I care too much about the work we are doing at Figment to let it go. However, I also care about helping virtual schools serve families the way they deserve to be served.

Thank you, readers. Over the years it has grown from my family reading my blog posts (mostly because I asked them to) to hundreds and thousands reading it daily.

Stay tuned. More to come from Figment and me.

houston@figment-consulting.com

Walk the thought

I know, it is supposed to be walk the talk.

But, we can deceive ourselves and others by saying one thing -- something that sounds so wonderful -- yet not actually doing it.

However, when it comes to walking the thought, well that is absolutely what we do each day, whether we believe it or not, like it or not.

Whatever we believe about ourselves manifests before us. Whatever stories we tell ourselves show themselves in our lives. Whatever thoughts dominate our minds display themselves in our daily walk.

If you desire to change your walk, don't start with your talk. Instead, begin with your thoughts.

houston@figment-consulting.com

How much is a piece of tape worth?

If you stop at Target, you can pick up a roll of Duct Tape for around $6-$8 plus tax.

Measure about a 6 inch length and cut it off.

Then, tape it across your mouth, and it becomes priceless.

Can you see the ordinary in extraordinary ways? If you do, you have the potential of creating something magical.

houston@figment-consulting.com

Figment Consulting looks for the extraordinary in the ordinary, bringing out fresh ideas that stick.

How to increase sales

Tell me what you want, and I can show you how to get it.

Last week I spent two days with two different clients helping them understand how to get more of what they want -- increased sales.

Both four-hour training sessions with each client delved into areas unfamiliar to them, yet guaranteed to help them increase their sales -- increasing more conversions to lead to more revenue. The tools I provided them are the same ones I used over the years to close 70%, 80%, and even 90% of sales.

You see, most people are looking in the wrong direction in order to increase sales. They want the right words to say, the newest "closing" techniques, or the latest tricks. Yet, any increase in sales related to those are temporary at best, and unsustainable.

In order to increase sales -- sustainable, long-term increase that can occur immediately -- companies have to look in a different direction.

If you want that kind of increase, you have to ask the right questions, and be laser-focused on the right target to facilitate the kind of change that can lead to true sales increases.

Shoot me an email if you are interested in the same training. I have a few openings in July but expect them to go fast.

houston@figment-consulting.com

Turning the corner

Sometimes turning the corner is merely a precursor to going around in circles (or squares).

Sometimes turning the corner is merely to hide from what is behind you.

Sometimes turning the corner is the result of going the wrong way.

Sometimes turning the corner is exactly what you intended to do. In this instance before you make any turns, you must decide you will turn, and determine where you want to go once you make the turn.

houston@figment-consulting.com

Our biggest failure

is not found in what we did wrong.

Rather it is found in what we were afraid to try.

houston@figment-consulting.com

It's only mountains

We all know how to "make a mountain out of a mole hill."

But, do we know how to make a molehill out of a mountain?

Whether a mountain or a molehill you can still simply go around.

You can also go over either one.

And remember, the view from the mountain is more breathtaking than the one from the molehill.

We can help you navigate the path and enjoy the journey.

houston@figment-consulting.com

683% CTR increase YOY

My team took over the digital spend for a client recently. After a digital analysis and audit, we initiated some immediate changes to their SEM. Already seeing a 683% increase in CTR compared to the same time frame last year (April).

* 223% lead conversion increase
* 264% increase in lead volume
* 74% decrease in CPL

Today, we launched an updated lead capture landing page that we hope will increase lead conversions even more. Will keep you updated.

The new web site design will be ready to launch within the next two weeks that should increase lead generation too.

houston@figment-consulting.com

How a 40-year old marketing campaign helped us

Our client, Provost Academy, was struggling to separate themselves from the competition when they came to us for assistance -- and it was already late in the recruiting season for virtual schools (June). So, we had to move quickly yet efficiently to re-imagine their strategy, and develop assets to implement the campaign to help them achieve their goals.

Before we dove into landing page development, SEO/SEM campaigns, and overall strategic marketing development, we had to figure out how to position them in the market that would separate them from other virtual schools.

Virtual schools (e-schools, cyber schools) tend to all look alike with one of the key issues being socialization (or lack thereof). Provost, on the other hand, wanted to build a school that was bridged the divide between online and together. They desired to bring students together on a regular basis, and move beyond the typical field trips and online clubs in order to allow their students opportunities to connect.

Now, how to convey that story? We found the solution to that question in a campaign that was over 40-years old. In fact, it's story was similar to ours. One of the greatest marketing campaigns of all time was the 7-UP campaign that turned it into the UnCola. It was so successful because it positioned 7-UP as the anti-Coke and anti-Pepsi, who were both vying for market share. So, instead of competing directly with them and trying to look like them, 7-UP became the UnCola.

Could we do the same with Provost? Thanks to 7-UP we did. Provost Academy became the UnVirtual Online School. In doing so it caught the attention of parents and students seeking an alternative to the current type of virtual school, and our results exceeded even our expectations.

The landing page we designed for them saw a 65% increase in lead capture the first month alone, and we outperformed previous the previous year by over 200% in lead generation.

In South Carolina they raised the enrollment goals in mid-stream due to the increase in leads and enrollment, and we still met them by the end of October.

In Colorado they had their first wait list of students in the history of the school.

In Ohio where enrollment growth in charter schools and e-schools was a meek .5% for the year, Provost achieved double-digit growth.

They say the best idea is a borrowed idea. If you are stuck today and seeking inspiration for your marketing campaign sometimes looking back over 40 years can lead to something new today.

If we can be of help to you with marketing strategies, web site/landing page design, and/or SEO/SEM campaigns, don't hesitate to contact us today.

houston@figment-consulting.com

FIGMENT Consulting
Data driven. Imagination crafted.

The solution is . . .

. . . dependent upon the question being asked.

We spend countless hours searching for solutions. We waste hours upon hours in meetings discussing possible solutions.

We fire and hire based on finding solutions.

Anyone stop to make sure we are asking the right question?

Why are our sales declining? Why are customers leaving us? What can we do to increase sales? What can we do to attract new customers?

All are centered around the same problem yet each is a distinctly different question that will provide different solutions. The real problem is which question is best asked so we can find the proper solution?

houston@figment-consulting.com

What Bernie Sanders taught us

By all accounts the campaign of Bernie Sanders is effectively over after Tuesday's results. He may stay in the race, and he may even win some additional states. His path toward nomination though, is just not there.

However, Bernie taught us quite a lot though during his campaign. If you look at his results, almost 80% of those under age 30 supported Bernie. This is quite amazing because Bernie is not an eloquent speaker (he evidently has not read How to Talk Like TED), nor does he remind anyone of JFK when he first appeared on television during his run to the Presidency.

And yet, millions of people felt the Bern, as they say. What was it about him?

I would say it had less to do with him than it did with what he had to say. More importantly, it was what his headlines said -- Free college and free healthcare. (I know he meant free public college tuition but it transformed into free college). Sure there was an insurgency factor, and even an anti-Hillary factor. But, Free is enticing. Free resonates. Free catches attention.

We live in a headline and sound-bite society where very few people read past the headlines and fail to research beyond the sound bites for context and clarity.

For Bernie though, his problem became the fact that he wasn't selling a quick purchase, meaning people could not buy his product immediately. So, over time, the narrative moved toward the content of what he had to offer and away from the free. It became more about the cost of his proposals and the inability to sustain them. In short, content started to matter because it was a long purchase cycle.

He still has followers, and those who would still purchase what he has to offer. It is easy to buy something free. However, more people began to understand the consequences of free.

Reminds me of the virtual schools who hang their hats on tuition-free as the hook, the headline, the sound bite. Now that time has passed for each of them, it has become apparent what the actual costs of that tuition-free looks like.

houston@figment-consulting.com

Consulting a la carte

Are you struggling to attract new leads?

Are you wasting money on ineffective advertising?

Is your message not resonating with prospects?

Is your executive team not aligned with the core mission?

Is your marketing plan proving ineffective and inefficient, and your costs are rising?

Need help positioning your company or product effectively?

Do you simply need new ideas?

Want to know how to stand out from the competition?

Recently I have spent time on Google Hangout consulting with clients helping each one find a solution for each of the questions posed above. They didn't have the financing in place to hire a consultant full time, or they were in go-to-market mode and simply needed a one-time consultation to better align their plan with their values. So, they reached out to me and asked if we could consult with them on an hourly basis rather than full-time program.

It has proven successful for our clients over these past few months, and we are now rolling it out a little more formally as Consulting a la carte.

We work together over a Google Hangout to minimize any and all expenses, and spend the amount of time you determine you need to achieve your objective. You walk away with ideas, plans, and solutions you can measure to see the impact. You only return if you need us again. No strings attached.

Visit our web site at www.figment-consulting.com to see all of our services, and to learn more about our Google Hangout Consulting a la carte.

Or, go ahead and email me at houston@figment-consulting.com and we can arrange a time for you from the comforts of where you are.

houston@figment-consulting.com

When they go behind your back, what do you do?

You work diligently on a proposal for a new client in order to introduce them to a new market. Your research demonstrates what they can expect in returns, where they should go, even offering what they should say, and then you submit it.

You wait. Then, after a few weeks the response comes that "they can't afford you."

Fast forward a few weeks, and then you begin to see them put your plan into action.

What do you do?

You give. You give with gratitude.

You understand that you reap what you sow. And, by giving graciously with gratitude, you will reap rewards beyond measure.

This was my recommendation to a client of mine who faced this, and she has seen those rewards come far beyond what she believed possible. They didn't come from the potential client, however, they did come from the two other new clients she obtained by having the time to serve them.

In life we can either seek to take or we can search for ways to give. Choose give.

houston@figment-consulting.com

Are you selling or are they buying?

If you concentrate your time and energy on selling features and benefits, you are missing the point. Features and benefits meet the needs of your customers, but what they want to buy are not needs, they want to buy . . . Wants (and the emotions that come with them).

Spend your time on selling and you will miss the buying going on around you. Spend your time on buying, and your sales will increase.

Help people buy what they Want, and you will sell them what they Need.

houston@figment-consulting.com

It can't be done.

Can't is a contraction of cannot.

So, at some point in time, and according to dictionary.reference.com it was around 1706 someone decided they could no longer write cannot. Instead, they shortened it to can't. For the sake of saving two letters except you have to add the apostrophe, you can now write can't -- which saves approximately .2 seconds of your time.

Cannot on the other hand can also be spelled can not.

Three different ways to express your inability to do something.

Oh wait, there is a fourth and probably more accurate rendering of these three words: won't.

So many times we say can't, or cannot, or can not, when in reality we mean won't. It's not that we can't do it, we just do want to put in the effort to try it. Or, we are afraid we might falter the first few times. Or, perhaps we just want to find an easier way or have someone do it for us.

When you desire to do something and that desire is strong enough, it's funny how can't evaporates from our thoughts.

Just something to think about, if you want to.

houston@figment-consulting.com

Virtual school recruiting season is upon us

Promises are now being made to thousands of families across the country.

"Move at your own pace" -- Wait, I can take a month to understand this concept? "Well, not exactly your own pace."

"It's flexible" -- Wonderful, I can take the month of December off. "Well, we're not that flexible."

"It's individualized" -- Great, so I can select the courses I want to take. "Not really, you still have to take 4 math, 4 language arts, 2 science, 2 history and obtain 24 credits to graduate."

"95% of our families would recommend us to another family" -- Wonderful, can I speak to one of them? "Yes, however, only 35% of those families are returning this year so we can find you one of those."

"We are tuition-free" -- Great, I like free. Sign me up. "Fantastic, it helps with my commission."

"If you are being bullied, gifted, struggling, homebound, homeschooled, military, college-and-career minded, we can help you" -- So that's all it takes to be successful? "Well, not really, but that's all it takes to enroll."

We can do better than this.

houston@figment-consulting.com

The friendly skies

The United skies may be friendly, but they do cost you.

Spotty internet from Memphis to Denver: $3.99

Decent internet from Denver to Anchorage: $3.99 / hour (but what they don't tell you is as soon as you cross the Canadian border which extends 32,000 ft in the air evidently you lose the service you just purchased)

Even watching the map of the flight path to try and determine which mountains you are flying over: $7.99 (of course you get the rest of DirecTV and movies too, but don't forget the lost signal at the Canadian border)

houston@figment-consulting

5 Phrases to Avoid When Marketing a Virtual School

5. Move at your own pace

4. Rigorous curriculum

3. Flexible

2. Tuition-free

1. Individualized

If you want to know what to say instead of these, email me.

houston@figment-consulting.com

Bounded rationality

Our ability to make rational decisions is actually limited by the information we have, the limitations of our mind, and the time constraints that surround the decision we are making.

Behavioral economists refer to this as bounded rationality -- a term attributed to Herbert A. Simon, a leading economist, political scientist and thinker of his time.

Whether small decisions or large ones, we are limited in our decision making though we tend to see ourselves as rational thinkers. Even when it comes to the education of our children, clearly one of the most critical decisions we will make each year, bounded rationality plays an integral role.

As virtual schools we have the potential to use this in order to manipulate families into making decisions that are best for our school. We also have the potential to help them make as rational of a decision as possible through the information we give them, the way in which we share it, and our willingness to put their interests first.

When we fail to do the latter it more often has to do with our fears of enrollment numbers than anything else. But, what if the reverse were true? What if, by being authentic we actually could better our enrollments, and increase our numbers? It's happening now.

houston@figment-consulting.com

Who is your competition?

For most virtual schools they first look to other virtual programs as their competition. Then, they look to traditional schools (charter, regular public). Finally, they may even look at other forms of education as their competition (blended, flipped, homeschool).

To become great though, a virtual school must expand their definition of competitor. They must go beyond the traditional ones and realize everyone is their competitors in some form or fashion.

Just prior to calling you, a family spent time with a Disney vacation representative planning out their long-awaited vacation to the Magic Kingdom. Then, they call you. If you think for a moment they don't compare the calls and the experience, then that is where you must begin.

You must begin to analyze each and every touch point (or times when you come into contact with a customer), broaden your understanding of competition, and then adapt and improve your overall customer experience based on your new understanding, not your old one.

What would your enrollment experience look like if you did this? Would it change? In what ways would you improve it?

houston@figment-consulting.com