Lessons Learned... From A Benedictine Monk.
I just recently sold my digital marketing agency, On Target. After owning, operating, and being the chief marketing officer for a full service agency, I’ve learned MANY lessons. My next few posts will be dedicated to the lessons I’ve learned over those 16 years, and hopefully, you’ll gain a tiny tidbit here or there that will help you along your way. Oh, by the way, I’m not retired. I’m not semi-retired. I’m looking for that next big marketing chapter/thing, so if you’re looking for an innovator, a strategist, a think on his feet kind of leader, I’d love to treat you to some exceptional coffee and have a chat.
Ok, enough with the promotions, let’s get to it.
The Interview.
I had a great job interview the other day and he asked me a great question that has kept resonating through my mind. “Since you’ve sold your agency, will/do you still have the drive?” Wow.
The answer is a resounding YES. In my humble opinion, drive is innate. It can’t necessarily be taught. If you have it, you have it. Can you lose it? Perhaps. Perhaps it gets eroded over time, maybe the drive gets stolen by a series of losses, maybe the flames get kicked down a few notches due to strife. I do, however, firmly believe that it can be recharged. Perhaps a new win, maybe a solid plan comes together, maybe you take a long kayaking trip or walk through the woods and recharge your batteries. Those flames can be re-stoked.
My Trigger.
I remember this day like it was yesterday. During my freshman year at Saint Meinrad Catholic Seminary with a bunch of super cool Jedi-esque Benedictine monks, my grades SUCKED. I mean, lukewarm doesn’t even begin to describe them. I was pulled into the Academic Deans office (NEVER a good day) and was informed that if I don’t get my S#@! together, I wasn’t necessarily going to have the great privilege of studying at that fine institution much longer. THIS sparked the flames. This ignited the drive. It took a nice swift kick in the ass to get my drive throttled.
From that day on, I kicked it in to high gear, got kickass grades, grew as a leader, loved studying, loved writing, loved research, and most importantly, loved to WIN. That kick in the ass from that loving, yet stern monk was what I needed to solidify my hard-wiring to want to win. By the time I had graduated St. Meinrad, I was on the president’s honor role, had become president of the student run non-profit, traveled around Indiana with the development team to tell my story, and received the Pour Le College award upon graduation.
That kick in the ass sparked it all. That kick in the ass allowed me to build a company from nothing. That kick in the ass allowed me to close millions upon millions of dollars of new clients. That kick in the ass gave me the opportunity to field hundreds of live TV interviews and be seen as an expert in my field. That kick in the ass allowed me to understand and know when it was time to sell On Target at the top of my game, and that kick in the ass will allow me to crush it for whoever grants me the opportunity to steer their marketing ship.
Not To Brag.
I truthfully don’t say all of this to brag. I simply want to illustrate a point here. To be a success, you need a fire from within. To crush it and win that deal, or steer that ship, or handle that TV interview, or thread the needle, you need a fire within. For me, it’s all about the win. Whatever that win is, I want it, and I hate to lose. This drive can be a real curse, but it can also be a real blessing. Whatever organization/business I land at, my drive to win for them will never be compromised. It only will get stronger.
Photo credit : Saint Meinrad Archabbey
My Two Cents.
To unlock your inner badassery, challenge yourself. Don’t take NO for an answer. Test your limits. Do the uncomfortable things. LISTEN to people. Listen to advice BUT don’t take advice from people who haven’t crushed it, don’t take advice from people who offer you random critiques and unsolicited advice. Take time to recharge your batteries, whether that’s in solitude, riding your bike, hanging with your kiddos, going on a long drive, listening to podcasts, whatever turns your crank, do it, and make ZERO apologies for doing that.
The flame is there, sometimes you just need a good, swift kick in the ass from a “monk” to fuel it.
If you’re looking for a marketing pro who loves to win, with plenty of real life experience to lead your marketing department, let’s chat. Drop me a line at tjelneck@gmail.com or give me a call at 321-363-6469.
PSA: I'm NOT Retired. PLEASE share.
Hi there. Thanks for clicking on my click bait, just joking, but not really. I recently sold my Digital Marketing Agency, On Target at its peak. I came to a realization that I was letting my business own me rather than the other way around and, honestly, I needed to put some balance into my life, my marriage, my relationship with my kids, AND, my relationship with sanity. Creating something from nothing, blowing it up, and working with some amazing human beings and clients was a true blessing. Do I miss it? Honestly, no. Do I miss being a part of a team? Yes. Do I miss working? Absolutely. Am I bored? Hell yes.
After supervising a home renovation, wrangling my wife’s two huskies who apparently have to go out every 16 minutes, listening to my awesome daughter play Metallica riffs OVER AND OVER AND OVER on her electric guitar while she does virtual learning, mastering basket weaving, retrieving all of my wife’s Amazon packages the second they hit the porch, understanding the beer run patterns of the 70 year old guy across the street, and keeping our Roomba off the cliffs in our household, I’m ready to get to work AND get the hell out of the house.
What Can I Do For Your Business?
I realize that you could care less for whether or not I’m bored. BUT. Here’s a huuuuge opportunity for your business. You can harness my current state of boredom and general antsiness, you can harness my 20 years of hands-on digital marketing experience and here’s what you’ll get:
- Maturity.
I’ve been around the block a few times, I’ve learned, I’ve failed, I’ve rejoiced, I’ve won, I’ve lost, I know how to handle myself.
- Leadership
I grew On Target to a team of 11 amazing human beings and led them on a daily basis to crush it for our partners/clients.
- An unceasing drive to win.
Losing sucks and I’m not having it.
- A hands-on intimate knowledge of all things digital marketing.
At On Target, I learned and built every service offering and then hired pros to execute those services for our clients including: SEO, Content Marketing, Web Design/Development, PPC, Analytics, Social Media, Strategic Marketing Plans, and Podcasting.
- A knack for public speaking and earned media.
With over 400 television appearances, newspaper interviews, etc., which all came to me for expertise, I get thought leadership and earned media. This also taught me to think on my feet and gave me the ability to distill complicated information to the right target audience. Think thought leadership for your brand on steroids.
- First hand knowledge of how NOT to hire and how TO hire.
Yeah. I made a few mistakes here, but ultimately learned how to hire the people with passion, the people with integrity, the people who would treat other team members like humans, the people who would always help grow On Target and just be a joy to be around.
- A complete understanding of budgeting and maximizing marketing spend.
Working with thousands of brands over On Target’s 16 years has taught me how be a good steward of other people’s money. Plus, bonus, I’m Catholic and they teach us all about this stewardship stuff.
- A mean pot of coffee.
Yes, this is a thing. If your current organization has terrible coffee, I will transform that, quickly. Check out my side hustle, https://puregrindcoffee.com which helps satiate my entrepreneur cravings.
- A non-slacker.
I like to work. I’m going to find a happy balance here, but helping transform organizations is what gives me life. From day one, you’ll get value.
- Diversity and out of the box thinking.
From B2B to B2C clients, I’ve been there done that. I’ve seen it all, the good, the bad, and the ugly and I’ve helped countless organizations build something from nothing. I’ll do it for you, everyday.
- A self-starter out of the box.
Yeah. Let’s get to work.
- Ethics and empathy.
Someone asked me the other day if I was grey hat or black hat when it came to SEO. I’m none of those. I don’t bend the rules, I do things right, I don’t believe in cutting corners and never will. Oh, also, I get human beings and care for them (most of them).
- A true understanding of how to treat clients like gold.
Clients come first. Period.
- Ideas. I’ve got lots of them.
I’m a rare mix between a creative and a technical thinker. I get tech, I understand how to get a client to stand out, I’m all about elevating clients, I love strategizing, executing, measuring, AND being agile to change gears quickly.
- A huge believer in the Golden Rule.
Do unto others, period.
- Loyalty.
I’m here for the long haul provided that we have mutual respect for each other. I’ll always treat you with dignity, empathy, and respect, I expect the same in return.
- Value AND Values.
I’m not cheap, but I’m also not unreasonable.
Let’s Talk.
I’d love to spend some quality time with you chatting about your organization and what value I will bring to it. Drop me a line at 321-363-6469 or tjelneck@gmail.com to setup a time to talk. You can also download my resume here for other tidbits of Tom info. PLEASE do me a solid and share this with your network, I’d appreciate it so much.
Lessons Learned Series... The Fender.
I recently sold my digital marketing agency, On Target. After owning, operating, and being the CEO/President for a full service agency, I’ve learned MANY lessons on how not to lead a business, how not to hire, and who NOT to take on as a client.
My next few posts will be dedicated to the lessons I’ve learned over those 16 years, and hopefully, you’ll gain a tiny tidbit here or there that will help you along your way. Oh, by the way, I’m not retired. I’m not semi-retired. I’m looking for that next big thing, so if you’re looking for an innovator, a strategist, a think on his feet kind of leader, I’d love to treat you to some exceptional coffee and have a chat.
Ok, enough with the shameless Pure Grind Coffee promotions, let’s get to it.
Arrogance will get you nowhere. Confidence will get you everywhere.
Over the years I’ve met all kinds of characters. Creative folks, businessy type folks, natural leaders, hyper-intelligent individuals, dorks, jerks, amazing humans, sheepish people, you name it. I learned how to quickly size people up and make a determination on whether or not I thought that we (the On Target team) should take them on as a client. The type of individual that ALWAYS turned me off, that ALWAYS made me turn around and run the other way were arrogant folks. THEY believe that they are indeed the smartest person in the room, that their degree earns them a certain place in the world, that they can push people around, walk all over them and give zero Fs about any of the other human beings around them. They often exclaim that they are just direct, or that they call em’ like they see em. There’s a time and a place for being direct, I get that, but if every sentence out of your mouth is a complete insult to the other people around you, you’re arrogant.
Enter The Fender.
At the On Target offices, there is still a fender attached to the wall. Yes. A Fender. It was sent to us by a past client that refurbished some classic trucks. A client that I was so allured to simply because of their product. A client that, back in the day, I HAD to win. I’ll never forget my first sales call with this gentleman, he drilled me like I was a rich oil field. Question after question, only to tell me just how intelligent HE was for grilling me like he was. He was proud of the way he was treating me. He had worked with agencies in the past and found them ALL to be dumb asses (his words.) I persisted, he hired us, he treated us like absolute garbage DAILY. Constantly raising the bar as we’d meet the sales goals, sometimes to ridiculous levels, but we won every time. I understand the whole concept of pushing a team, but to be honest, I don’t need to be pushed, nor does the On Target team. They thrive on winning already, it was part of our DNA. I waited too long to fire them, in fact, I lost a highly valued team member because she couldn’t take his abuse any longer. Lesson learned.
That fender remained, even after an office remodel as a constant reminder that my job was to always protect my team. Every time I walked past that fender, I remembered.
To help you spot arrogance before it infects your organization, here’s the definition:
1 : exaggerating or disposed to exaggerate one's own worth or importance often by an overbearing manner an arrogant official. 2 : showing an offensive attitude of superiority : proceeding from or characterized by arrogance an arrogant reply.
I found that in my 16 years of doing business, of doing sales, of onboarding new clients, that I tended to gravitate towards nice human beings. I didn’t want to close bullies. I didn’t want to be in the same room as some guy/gal who thought that the entire planet revolved around them. I adopted and lived by the Golden Rule, treat others as you’d have them treat you. It’s pretty simple thinking actually and it made my team so much more inclined to go the extra mile for our clients.
My two cents, find customers that aren’t jack-wagons. Keep doing that. Your team and your sanity will thank you.
Peace-
Tom
An Exciting New Chapter.
For over 15 years, I’ve been the proud owner of the one of the most remarkable digital marketing agencies in Central Florida, On Target. What started out as a tiny little SEO shop evolved into a full service agency that has transformed hundreds of brands across the United States.
I have met so many amazing human beings along the way, forged amazing friendships, learned so many life and business lessons, partnered with so many great brands, and have been truly humbled by all of those who've helped me along the way.
I’ve obviously grown a bit older, grown a bit more grey hair, grown, hopefully, a bit more wise, and have come to some conclusions. I’ve brought On Target as far as I can take it. I’ve built the most amazing team, created an economic engine, built a brand with a solid reputation, absolutely crushed it during a nasty 2020 and fully realize that I could be in its way for future growth.
With all of that being said, I’ve realized that it was time to turn the reins over to someone who can ratchet it up. Someone who can help our amazing team grow and thrive. Someone who can carry the torch and light up everything in its path. Last week, quietly, Shonte & I sold On Target with its best year EVER to an amazing gentleman who will continue to crush it and then some. The same amazing On Target team is there for you, including my rock star Sister In-Law Monique & my fantastic wife, Shonte. The On Target team will only get better as it increased in size and talent. Michael, On Target’s new owner and owner of Green Arrow Digital Marketing is a man of ethics, marketing know-how, and shares the same values and culture that On Target is built upon.
I’m beaming with pride for what we’ve built and I’m 100% confident that it will only get better, and stronger. To create something from nothing and take it to the top is an amazing feeling. I want to thank everyone who has believed in me, encouraged me, and partnered with me for this epic journey. I will miss you all dearly.
As for the future, I’m going to catch a breather, put that kayak in the water, hike those trails a bit, and spend some time with my beautiful girls,wife and HER goofy dogs. BUT, another chapter will open up soon. Those of you who know me realize that I can’t sit still for long, lol, so I’m looking to find my next challenge. I’m looking to put all of these years of marketing & communications experience to work for a brand that’s seeking transformation. Maybe it's yours? Maybe you know someone seeking a VP of Marketing or Communications? I’d love an introduction if you do.
Gratefully,
Tom
Get Niche. Get Rich.
“Everyone is NOT your customer.”
- Seth Godin
I'll always ask prospects this question: "Who is your market?" The response I get way more than I'd like: "EVERYONE, everyone is our market. We can sell this to everyone." Wrong. Wrong. Wrong. Wrong.
Reality Check.
The Internet is hard. It's huge. It's getting bigger and bigger every day, which means that your target consumer of EVERYONE is getting distracted in such a way that you can't even imagine. There is no possible way that your business, UNLESS you are Pepsi, Apple, Amazon, etc., can reach out to effectively grab the attention of this audience and make a difference. The bottom line, your company and its marketing efforts will die way before you get any real traction and grab any market share.
You MUST Niche.
Take a look at your products and / or service. Sure, its possible that everyone could have a use for what you're flipping, but as we've discovered, you can't really market effectively to everyone. Choose a more niche audience, perhaps it's pregnant moms, maybe it's a segment of the population that's obsessed with Banjos or coffee, find a niche of people that would love your product or service and BE THERE. Connect with that target audience, show them how you know them, get to know their language and speak it, speak it well.
Stop Marketing Your Products.
Start marketing the essence of your company. If your company doesn't have a personality, get one. Be you. Bring it to life. People DON'T want to buy from a faceless, boring corporation. They want to buy from a company that speaks to them. A company with conviction and possibly even values, a company that isn't afraid to be creative and NOT speak corporate speak. A company that has balls. Stop being SAFE, start being alive and not afraid to push some boundaries. Don't, of course, be a schmuck, but be alive.
Getting Ready To Get Ready.
What are you waiting for? Waiting for your marketing messaging to be perfect? Good luck. The people who win at Marketing are the wins who go for it. They fail. Sometimes it sucks. Sometimes they crush it right out of the gate. The point is, you'll NEVER FREAKING KNOW if you don't get going, NOW. Ready? GO. Sure, you have to plan, sure you have to create and YES, you have to measure, but I see so many companies getting ready to get ready and they NEVER pull the trigger.
Maybe it's fear of failure, maybe it's laziness, maybe it's simply not in their wheel-house. If you can't get your marketing rocking and rolling, call a pro who can help. In fact, if you know enough to be dangerous about social media, SEO, content marketing, etc., you SHOULD hire someone who does it for a living and knows WAY more than how to be dangerous. This is NOT an area to skimp on or attempt to do it yourself.
The Bottom Line.
You NEED to stand out. You need to be remarkable. You need to sending different vibes than all of your competitors. You need to be amazing in your own right and share that amazing with the rest of the NICHE that you've chosen.
Thanks for reading and sharing with a friend,
@TomJelneck
From Monks To Marketing : My Content Creating Journey
Catholic school was part of my life. It all started with knuckle smacking nuns at Saint Mary’s in New London, continued on at Bishop Moore Catholic High School here in Orlando and, for the ultimate in Catholicly things, a seminary in the VERY rural farming community of Saint Meinrad, Indiana.
My blogging / writing / marketing journey started at Bishop Moore. I was a pimply, socially awkward senior with lackluster grades, and frankly, not much confidence in my brain power at the time. Many things changed with ONE assignment. A new, really dynamic English teacher arrived on the scene. Suzanne Groth. Mrs. Groth, or Suzie as I was never allowed to call her, assigned the class a parody writing assignment. The assignment was to read A Separate Peace By John Knowles and construct a parody of the story. I got to work. I turned it in, and like most days, I was asked to stay after class. Waiting for a huge disappointment or, talking to, I slinked up to the front of the class to meet Suzie. She handed me my paper and at the very top right corner, my eyes gazed upon a foreign grade. A++++++. Not only did I get the additional + marks, she wrote in amazingly neat cursive, EXCELLENT WORK. I was beaming. This parody, this assignment, and this grade, literally changed the way I looked at writing. This assignment woke something within me and sparked an amazing journey.
Saint Meinrad Archabbey, St. Meinrad, Indiana
Discernment & Jedis.
Being influenced by so much Catholicly stuff growing up, I had an inkling that I might want to pursue the priesthood. A school from Southern Indiana started to court me and after a weekend of discovery, I signed on the dotted line. This place, far removed from ANYTHING, is nestled on a hill overlooking a sleepy farming town. This place was meant for seclusion, introspection, discernment, and sometimes medieval torture. Throughout the campus you’ll see crosses, a cemetery with simple stone markers, breathtaking structures constructed out of sand stone, this holy place became my home for 4 years.
The Benedictine Monks Of Saint Meinrad Archabbey, Saint Meinrad, Indiana
On the campus at Saint Meinrad was a working Archabbey. A gaggle of monks live, pray, teach, and work at Saint Meinrad. The community lives in unison and follow a simple rule of life set forth by Saint Benedict. Not only do the black robe wearing monks live here, they die here, and they are buried here on the property. Some of the monks labored at their own printing press, others had priestly duties, some worked at the college, some took care of the grounds and rolled around on lawnmowers. This community was one like I’ve never seen before, and one that helped to form me in many ways. Ora Et Labora, or Pray and Work is their mantra, and they live it daily.
Education at a seminary isn’t like the typical college experience. Sure, I dabbled with some Tequila and cheap beer (Rolling Rock), but this education didn’t simply consist of school books. Formation, spiritual guidance, workshops, a TON of Churchin’, and some pretty hard core philosophy and theology courses were a standard part of the day. Weekends ALSO consisted of service, some more Churchin’ and of course, homework. It was an experience like none other, but an experience that continued to build my passion for words and thought.
Plato, Emerson, & Words.
Throughout this ‘formation’ or education, I was introduced to so many amazing thinkers, writers, doers, and dreamers. This unique juxtaposition of medieval education, modern thought, romanticism, and ancient philosophy brewed just the right mix of deep thought. As I dug into Plato and became enthralled with Neoplatonism, Essence Vs. Existence, and Ontological arguments, my writing became more prolific. I remember grabbing a pad and a pen and going to remote areas of the campus that looked up at the Archabbey Church, I was never at a loss for inspiration there.
Hard Pass On The Collar.
After 4 long years at Saint Meinrad, I had made the determination that priestlly life wasn’t a great fit for me. I had other aspirations. I wanted to build something, create something, run something, BUT, what in the world does one do with an English / Communication degree? Bolt on two minors, Philosophy, and Theology, and you’ve got a less than stellar combo platter of opportunity when you graduate. I ended up working for the Catholic Diocese of Orlando at San Pedro Retreat Center, made a soul crushing $15,000 dollars a year, BUT, taught myself HTML, SEO, and HOW to attract people to the website, and started to put that English degree to work by composing content for the retreat center. It worked. More retreats. More bookings. More summer camp sign ups, the website, the content, and the SEO started to transform the ‘business’. I loved helping this organization win.
San Pedro Retreat Center In Winter Park, Florida
What A Long Strange Trip.
A few zigs, a few zags, and 14 years ago, I built On Target Web Solutions (now, On Target Digital Marketing). Sitting in a 10X12 suite by UCF, I spent days upon days building On Target’s website, crafting content, and attracting new customers. Over time we’ve grown, and over time, the SEO game has evolved, BUT, the one constant has been content. That degree from that monastery started to pay off in multiple ways. As On Target grew, I became the front person for the organization. I would craft content, write the social media, close deals, make the coffee, empty the trash, etc.. One day, it occurred to me, I’m pretty darned good at this stuff, I should add the word expert after my name when I craft content. Social Media Expert, SEO Expert, Marketing expert, etc..
The Phone Call.
On a warm, humid, swampy December’s day, I received a phone call from FOX. Terrified to answer, I picked up the call not knowing what lurked on the other end of the line. The well known reporter began asking me about a new Google marketing product that had just come out that day. She wanted to come in to On Target and interview me about it. I knew just enough about this new product to be dangerous, but was terrified to goof up and bring potential shame upon the On Target team if I messed up.
After turning down an amazing earned media opportunity, by the grace of God, The Daily Buzz called the following week and booked me for a live appearance on their nationally broadcasted morning show. This SECOND call started everything. Both media outlets found me by a Google search, seeking a Digital Marketing / Tech expert.
BECAUSE I put the word expert in my content, I've been blessed with 380+ television appearances on NBC, FOX, CBS, Spectrum & CCTV. My voice has lit up the airwaves with several radio interviews including NPR and WDBO. My expertise has been called upon by tech savvy reporters from USA Today and the Orlando Sentinel.
The Bottom Line.
Blogging and owning your space can transform your business and your life. If you can write, write some more. If you can talk, create a podcast and share your experiences and wisdom. If you’re good on camera, do it, and do it often. Content can transform organizations, and individuals, I’m living proof. My biggest piece of advice, just get to work. Write it. Voice it. Video it. DO IT.
Tech Talk : Keep Your Business Safe From Spear Phishing With A Human Firewall
My good friend Tom Craig, with Advanced Systems Solutions and I chat about creating a human firewall at your business. Hackers and cyber punks are getting way better at tricking businesses into letting their guard down, which allows them to gain access to your sensitive files, network, etc..
We’re seeing a huge uptick in ransomware, malicious software, and more, so it’s imperative that you train your employees how to spot potential cyber risks.
Thanks so much for listening and be sure to subscribe to the T2 Tech Talk Podcast where ever you get your podcasts.
Tech Talk : Facebook Privacy, Zen & Free Joints
When Mark Zuckerberg began Facebook out of that college dorm years ago, I’m certain he never envisioned himself testifying in front of Congress about Facebook’s data gathering and privacy. The monster sized social media platform is ripe for a change as the digital world gets more and more concerned with locking down privacy and personal data.
My good friend Tom Craig and I break down privacy concerns with Facebook, what data is it mining, what data is it selling? We also offer up some tips to help keep you and your data safe. Take a listen to our T2 Tech Talk Podcast and share it with a friend if enjoyed. Our goal is make learning about tech fun and enjoyable.
Thanks for listening! You can subscribe to the T2 Tech Talk Podcast on Apple iTunes, The Google Play Store or wherever you listen to your favorite podcasts.
Tech Talk : SEO Jacking & Cloud Computing For Non Profits
Have you ever spent years and years building something that you’re so proud of? Those countless hours of work, blood, sweat, and tears, the trials, the tribulations, the wins, the losses. Last weekend, something I’ve worked on for over 13 years was basically stolen from me, and my latest podcast breaks it down for you and gives you some pointers on how to keep your DOMAIN and business safe.
Tom Craig and I also break down the cloud for non-profits and show you how to keep your tech provider honest, we’ve seen way too many non-profits AND businesses getting completely taken advantage of by their tech provider and we’re sick of it, damnit!
I really appreciate the listen and would love it if you’d share this podcast with a friend. Be sure to subscribe to the podcast in iTunes, Google Play or where you listen to your podcasts.
Tech Talk : Everything You Ever Wanted To Know About IT Governance
I know, that title pulled you into this content instantly… It’s not the most riveting topic, but in a small business, non-profit or heck, any sized business, you need to build a flowchart of your IT infrastructure and who is in charge of what.
On my latest edition of the T2 Tech Talk Podcast, my good friend Tom Craig and I break down IT governance and give you some ideas on how to run your organization and its tech a little more smoothly. I’d love it if you share this podcast with a friend, the janitor, your great aunt Barbara, whoever could benefit. Thanks for listening!