- Lazy marketers tend to be amazing.
I have over 700 people working at my ad agency NP Digital.
Within the next 12 months,
I'll probably hire another 300 plus employees.
Over the years, I've hired over 2000 people.
That's a lot of people, and I've learned that some
of the best markers tend to be the lazy ones.
Lazy markers Neil, you're crazy, right?
Let me explain.
First off, majority of the people
who work for me aren't lazy.
And when I say lazy, it doesn't mean
that they're not willing to work 40 hours
or 50 hours a week.
A lot of times it just means they don't want to do
that specific task or work.
But in marketing, to do well, you need creativity.
In essence, you have to think outside the box
because you'll never have as many resources
as your competition.
They've been around longer.
They have millions of dollars and you don't.
They can spend money on ads and lose money right away.
And you can't, so how do you get creative?
You hire lazy markers.
Now don't confuse lazy with dumb or lazy with people
who aren't willing to work 40, 50 hours a week.
If you hire smart people who have ambition to win,
but don't like putting in the effort,
they will figure out shortcuts,
especially if they don't want to put in the effort
on mundane, boring tasks.
In other words, they'll figure out how to automate
a lot of tasks that are eating up a lot of people's time
because they'd rather be doing something else
or they'll figure out hacks to beat your competition
because they don't want to grind it out
in the same way that you're competition did,
because it'll take too many hours.
It's not that they don't want to put in 180 hours.
It's just like, wait,
there must be a better, more efficient way.
And yes, some people consider that lazy,
but I consider that a great quality.
So for a portion of your hires, one out of 10
if you're small or three out of 100
if you're a larger company like ours,
look for lazy smart people, ones who are ambitious,
still willing to work the hours, but they don't want to do
the mundane, boring tasks or put in 180 hours,
every month doing something that the competition is doing
because they believe there's a better way.
You want people who are like, hey, I can get more done
in less hours and get better results.
And they'll figure out how,
because they want to spend their time
doing other things, whether it's playing soccer
or whether it's doing other marketing activities
or whether it's reading and learning.
Now here's the example of a lazy marker that I hired
who climbed the ranks of my organization.
Keep in mind he's smart.
And I got his permission to use his name in the video
his name's Kyle Baleza and he started off
as a link builder in Brazil.
Then he helped build our operations in our S&P division.
And then he started helping with global expansion.
Now with Kyle, he works way more
than 40, 50 hours a week, right?
When I mean, he's lazy, I'm talking about,
he hated to create proposals.
So he created templates for that.
And then he rolled it out
to the rest of the team to make their lives easier.
He was tired of sales reps asking,
could they close the deal at a certain price?
So when clients try to negotiate,
he's just like, wait,
this is too many people for me to deal with.
This is inefficient.
Let me build a calculator that just gives
our sales reps the answer
so they don't have to ask me again.
He was tired of following up with clients
to get payments when credit card failed.
So he started to create a process
where you get their ACH information
and credit card details, so that way there's backup options.
So that way, more payments go through.
In other words, he figures out systems and processes
to automate tasks that he doesn't want to deal with
over and over again, he puts in the hours
that's needed to get things done
but he hates dealing with the same things
over and over again that shouldn't be dealt with.
And that he feels there's better solutions.
That's what I mean by lazy.
Now he does love his job.
And I mentioned, he's ambitious, he's smart.
And he puts in way more than 50 hours a week working.
And he's just lazy from the aspect
that he doesn't like doing things that he believes
that are waste of time,
that other people don't mind doing
each and every single week when he's like, wait,
I can automate this.
Now, if you need help with your marketing,
check out my ad agency, NP Digital.
If you have any questions, leave a comment below.
I hope I didn't offend anyone by using the word lazy.
I didn't mean it in a bad way.
I more so used it to refer to creative people
who like thinking outside the box.
I hope you enjoyed this video,
subscribe to this channel.
Like it, thank you for watching.