Post 5/30: You’re Really Awful At PPC If…

By Jeff Allen | @JeffAllenUT | President at Hanapin Marketing

This is part of a 30 posts in 30 days series chronicling my first 30 days in my new role as President of Hanapin Marketing.


What a great day! Packed with meetings that moved the company forward as well as time to build stuff (if you haven’t caught on I used “build stuff” often. A big part of my job is creating processes and systems to make us better at what we do. “Build stuff” is an all-encompassing term I use for when I am actually creating these tools versus just crossing off tasks or asking other people to do things).


My big takeaway is that people who are good at PPC come from all backgrounds, mindsets and passions. It’s hard to know exactly who will pick up PPC and run with it. It’s a little easy to know who will be really awful at PPC though.


If you matched 3 or more items from this list, there’s a great than 72% chance you are really awful at PPC (this is all very scientific):


  • If you long to know the “right” way to do anything versus finding “a” way that will work.
  • You want the tools you use to stay the same for the next 1+ year.
  • If you lose touch with the fact that the $$$’s you are spending are real, important to someone and you are a steward for that $$$.
  • If you can’t disassociate your role from who you are. By this I mean you can’t step out of a situation and realize a client or boss is frustrated with what is happening and not personally attacking you.
  • You don’t live in question (you know all the answers. See also, “if you long for the “right” way…)
  • If you are all creative or all logical. You have to have both, often at the same time.


Bonus: You are really awful at PPC if you can’t run an effective meeting. Here are the steps I’ve learned to follow in order to have shorter, more productive, less ulcer inducing meetings.


1. The Agenda

This should include a singular objective (what you will have done at the end of the meeting) as well as at least one thing that everyone should prepare before the meeting. This ensures that everyone is ready to hit the ground running as soon as the meeting starts.


2. Meeting Flow

The leader of the meeting should be clear and this person should have authority to cut people off, ask stupid questions, force people to think through their answers. This person keeps everyone on point and busts assumptions.


3. Note Taking

Someone (preferably someone different each time) should be responsible for taking notes. They will send them out after the meeting with the next step…


4. Action Items

The meeting should have clear actions items, assigned to one person, with deadlines that are specific and reasonable.


5. The Follow-up Meeting

A short, 15-30 minute meeting, should be scheduled within a reasonable amount of time after the first meeting to circle back around on the action items. This meeting is hopefully just an update on how awesome the action items are coming along. If obstacles are being encountered it can be used as a way for everyone to come together and think through how to bust them.


If you are interested in reading all posts in this series you can start with post 1 about what I am focusing on as president of a PPC agency. The next post in the series is on reducing big failures.