I found out what kind of business I was running last season with the help of two talented marketing men.
The pair worked in separate offices, one in Tennessee and the other in Reno. The gentleman in the south did all the strategizing and media buys, while the man in the west picked up the pace and ran with factors when opportunities arose.
The first step implemented by the team was to drop the name Qoxhi Picks, which I had called my service since 1981. Instead, they would call the business picksfootball dot com, which was a URL that led to Qoxhi Picks. From a marketing perspective, I was not going to argue about something they saw so vital towards promotion of the site. Out with the nearly four decades of work under the name Qoxhi Picks, and in with the more marketable picksfootball.com.
The roll out of the revised website was not available when the 2018 season opened, and by the time it hit the market after the sixth week of the campaign, the picksfootball dot com site had missed marketing weeks with point spread results of 3-0, 3-0, 2-3 and 4-1 the prior four Sundays.
This is where I let my marketing team down, as the first week the rush of new business arrived, the picks went south.
It was my fault, I missed some games and even though we took a winning bottom line by virtue of adhering to the Basic money management strategy into the final week of the regular season, the final five weeks of play went wrong beginning with the Dallas Cowboys scoring a touchdown on fourth down from 32 yards out to nip the New York Giants and pin picks football dot com with their first Premium Top Pick loss of the season. There are four Premium Top Picks a year, games rated seven, eight, nine and the Top Pick of the Year, 10.
Last year, the seven and eight rated games had already won and the nine rated Giants (-6) pick got clipped at the gun. Two weeks later, in a Divisional Playoff Game, the Top Pick of the Year New Orleans Saints, missed a late field that would have provided a winning margin against an eight point spread, but was a disappointing loss on the line.
The marketing guys were left with little to sell, given their plan was to market only positive results. In mid season, when we won a Thursday night game in blowout fashion with the Pittsburgh Steelers over the Carolina Panthers, they wanted to do a video boasting our acumen based on having the Steelers in a 52-21 blowout win.
“This is the kind of stuff we have to promote,” the marketer in Tennessee was telling me on Friday morning. “I want you to make a video today and we’ll get it up before this weekend.”
I tried to explain to him that I didn’t want to base the benefits of my work on a single game already played. My credibility is not based on the Steelers winning last night, but my ability to understand the factors that dictate NFL results in the future.
When I opened Qoxhi Picks, I thought delivering winning point spread plays would result in profits for clients. Fact is, translating winning picks into bottom line profits is a daunting challenge for many. Gamblers find all sorts of ways to create holes in the bucket of profits. Doubling down when you feel lucky and pulling back after a couple disappointing losses, are two sides of gambling tendencies that always result in losses.
Profits are not generated from haphazard betting, and the primary objective of Qoxhi Picks is to provide all the tools necessary to best assure bottom line profits. Since 2001, Qoxhi has offered an online Account Manager to shift gambling tendencies into business practices.
With the ease of clicking on the teams indicated in green, the Account Manager tool will illuminate exact amounts to be leveraged on each selection based on a client’s declared opening account balance, selected money management strategy and prior results. It is a little like a paint by numbers kit, but instead of following the rules producing a colorful picture, it illuminates how to generate NFL profits.
Utilizing the Basic Money Management strategy one can expect to generate a profit margin of 30 to 60 percent over the course of an NFL season. There are four other money management strategies available on the Qoxhi site, each with varying degrees of risk versus return ratios. The more aggressive methods can more than double an opening account balance, but also add risk to the bottom line profits produced with the Basic strategy.
While I contended customers earning bottom line profits by doing necessary due diligence was the cornerstone of my work, the voice in Reno countered that I was completely on the wrong track. He promoted that we need not worry about if our clients make money, but rather just give them what they want. Having a million subscribers paying $29 dollars a pick was a lot better business plan that nurturing relationships that dictate yearly fees of $5000.
Quite frankly, I am far out of line with what works marketing wise in this industry. I am like a wet army blanket on a match when it comes to sizzle. And according to the man in Reno, we don’t need to provide our clients profits, that’s too little of a market to reach when a huge pool of people willing to toss $29 a week at a list of games is easily available.
The idea that we could sell thousands and make millions was the battle cry last August. I went along with it, because I was convinced that tapping this market would bring in a solid financial stream.
Still, the truth is, it takes time and discipline to make money while wagering on National Football League games. The guy looking to buy picks for $29 is not going to make money, he is going to gamble on some football games. To churn out season long profit margins between 30 and 60 percent requires the discipline to wager on the games delivered with the amounts indicated on the Account Manager.
The Account Manager is the difference between working within a structure built for profit versus casting fate to chance. The five money management strategies available online, all utilize the same picks with varying risk versus return factors. The Basic Strategy churns out profits of 30 to 60 percent in a typical season, last year, with the late collapse, it lost 23% on the year.
From a marketing perspective, it was forcibly recommended to me that we find what to promote positive and forget the losses. From a marketing perspective, I understand the strategy, but from a business perspective, facts outweigh any advertising campaign.
From a business perspective, I know what follows down years. In 1981, we were below standard, and had a perfect year on Top Picks in 1982. After a disappointing 1993, our published plays in 1994 were 27-12-1.
Following an off season in 2011, the 2012 published top picks were 14-3.
Can you imagine trying to sell a service in the sports handicapping business based on losing 23% last year?
Neither could my former marketing team.
But, for me, for those that know making a profit requires a real commitment on both sides, the cost of the Qoxhi service at $3500 is a lot better deal than tossing twenty-nine bucks onto the credit card. And last year’s effort with a marketing team looking to shift this business from the bottom line for customers to big company profits, I found out all over again what kind of business I run.
The name of the company is Qoxhi Picks, and our objective is to provide the picks and tools for clients to generate consistent profits from point spread results.