The Connection Maven Writes

Changing content does drive better positioning in search engines

2009-11-13T16:41:00.008-05:00

Today I came across this article on how and why changing content on a website can help benefit you in search engine positioning. The chart above is from the article and demonstrates how dramatic a result one can have with fresh content.

The evidence of how important it is to keep new, fresh content on your site is clear. Google tells us that they prefer fresh information over stale sites and now we have the proof. What constitutes fresh information may be confusing to you, but it can be new blog posts, news releases, or announcements to suggest a few.

So, like bread, websites can go stale in very short order. Keep yours updated and fresh for better marketing results.

**Bread photo from flickr creative commons by How can I recycle this

Bloggers influence grows, tops social media

2009-11-05T17:59:00.006-05:00

Bloggers are influential. A study reports that 50% of those who report reading blogs, trust them for their evaluations of products. And of those using blogs to evaluate products, 52% of respondents said that blogs tipped their decision on which product to purchase at the time of their purchase.

Given their growth as influencers, the FTC has outlined new rules to help consumers understand the relationships between bloggers and the products that they review. Bloggers who review products that have been provided to them gratis or who have been compensated must inform consumers of their relationship to the product manufacturers or providers.f

While the number of adults who read blogs has grown by 300% in the past four years, blogs are not quite mainstream yet in terms total audience. There are generational differences in who reads and writes. Younger readers are disproportionately those who visit and write blog posts. Older internet surfers constitute almost half the 35-44 year old group.

So, if your company has a mix of media to deliver information about your services and products, you need to be sure to include blogging in the mix, especially if your audience is 45 and under.

Social Media as Information Search Tool

2009-10-10T13:09:00.007-04:00

The power of social media is apparent. With the large amount of individual opinions now available through the Internet, those who are oriented to social media turn to it as the source of information.

While portals such as Yahoo! and search engines like Google are each used by more than 1/3 (each) of those searching online, almost 20% of those seeking information now turn to social media for it as reported by Nielsen Wire. Why? "The short answer: Socializers trust what their friends have to say and social media acts as an information filtration tool."

So as the Internet just gets bigger and bigger and more

resources are spent to "drive" people to content, what we find is that people turn to people: A basic trait of human nature; we trust our friends and family before we trust advertisements and outsiders. So, the "web" nature of associations in social media are playing a more profound part in creating trust among users.

"Nielsen’s Global Online Consumer Survey, shows that 70 percent of people trust opinions posted online – the second highest-rated source of information after that given by family and friends."

Read the Nielsen Wire post.

More mainline media outlets die

2009-10-07T11:06:00.003-04:00

With the announcement of Gourmet's death, this week and House and Garden a few years ago, we realize that specialty consumer directed media publications are not immune from the shift to digital.

Tina Brown former Vanity Fair editor (among many other achievements) and who is described as a "print media maven" is interviewed about her year at the helm of The Daily Beast. Her informed take on where we are headed in this interview has collided this morning with a report on "The Sixth Sense" device noted by Jason Bradford which I saw earlier this year (on Brink).

Our voracious nature, coupled with real time news reporting and response has completely altered the media landscape. We are in the future.

Brown is spot on in her assessment. She shares her view that news reporting and gathering has shifted and depends on the "meritocracy of the Web, we are always sharing links to and from other news sites" and her note that "hyper-local" news gathering outlets (such at Charleston's TheDigitel.com) will report and share local news links and reports is spot on. TheDititel's community news posting also puts news reporting to a gathering outlet in the hands of we, the people.

Photograph courtesy of thebittenword.com Creative Commons.

Register for Professional Development Workshop

2009-10-05T15:07:00.005-04:00

Developing A Personal Brand

ABWA Workshop

6:00 p.m., Monday, October 12, 2009

To register and pay for the workshop

Why developing a personal brand is so important

2009-10-02T08:28:00.003-04:00

As an employee you have all the power. The trend in employment is to hiring in experts when you need them, not to keeping them on staff. This video gives more information on why this is so.

And if you want to learn more, make plans to attend the Summerville ABWA's workshop led by Shauna Heathman of Mackenzie Image Consulting and Cheryl Smithem of Strategic Marketing & Charleston Public Relations on Personal Branding. To get additional information go to this Facebook page. However, you need to RSVP and mail in your registration fee very soon!

Bar Camp Charleston allows you to open source your ideas

2009-09-18T17:28:00.003-04:00

Our Gang, also known as “The Little Rascals,” re-runs were a staple of my childhood afternoons and Saturday mornings. As a budding thespian, I loved the episodes where the gang staged a show. As I remember it, the gang said, “Hey, Let’s have a show!” and off they went; creating a fun show with sold out crowds. This YouTube video captures the episode of Our Gang which made me believe that I could set up a stage, create a curtain from old quilts, sell tickets to my friends and be a hit!

In some ways the world of self-publishing as we experience it on the social web is the 21st century version of the Little Rascals’ show.

The latest application of Web 2.0 to reach the Charleston area is that of a Bar Camp, a participatory conference where topics from a wide variety of presenters on a great range of subjects are offered. These user generated conferences are modeled on Open Source software development where those who wish to contribute do so. The emphasis in on open participation.

The old model of a conference was of one where a presenting group determined who, what, when, where and why. Bar Camps are more organic, fluid and responsive to what individuals would like to experience at a conference. Users are empowered and through the open, collaborative process, ideas, concepts and new visions emerge.

A group is planning a Bar Camp in Charleston for October 24th at the Lowcountry Innovation Center. The facebook page for the group offers more information as does the BarCampCHS.org web page.

Topics are not limited to technology. You can go to the website, register and suggest a session or presentation or see what others are proposing. Do plan to attend or even to sponsor. And, if you are seeking to place your brand or company before an intelligent group of self-determined, early-adoptors, this is your opportunity.

I'll be there and I hopt to see you!

Public relations tactics that work

2009-09-12T11:35:00.005-04:00

When we were children, we may have avidly collected cereal box tops or points in order to enter a contest. We also may have colored a picture to send to the local weather broadcast hoping to be selected the "Weather Picture of the Week."

When it comes to public relations for your company, you can use these traits of human nature to your advantage.

People love contests. We are competitive by nature and want to demonstrate our prowess. Look at the success of Britain's Got Talent, American Idol and others of the same ilk.

We also like to share our opinions with others. When we believe we are right, we may have no fear shouting out in public what our opinions are. Just ask South Carolina's Congressional Representative Joe Wilson. So, taking surveys that allow your company to announce the results and spotlight your company's knowledge of what customers in your segment think or experience is a sound tactic. In the case of this news item, if you are a business coach, you could announce a survey related what people think about lying in business. You would make the news especially if your survey is timed to occur quickly and align with current news.

Contests are one of the oldest ways to bring attention to a company. They work well when piggybacked on current news or cultural trends making the news. In our town one business is having a "Cash for Clunker Chairs" event and receiving great press. The sponsoring company sells products that support and ease your back, and we all know that there is nothing more uncomfortable than a bad chair. This is an example of a way to make news with creative thinking and through piggybacking on a news item.

So, stay alert to the news of the day and how you can use it to keep your business in the spotlight.

A day of silence in memory

2009-09-11T05:38:00.001-04:00

In memory.

Short explanation of how to get strong ranking from Google

2009-08-31T15:20:00.003-04:00

This blog post very simply explains what is important when seeking to rank well in Google.

The post contains a very good illustration that really makes it clear.

Is your press release like a message in a bottle?

2009-08-31T15:10:00.003-04:00

Is a press release any good anymore?

Depends.

If you are pitching a national story with strong news interest and relevance, you can use a release to make sure those outlets and journalists you pitch have all the information they need. However, if you are just using it like a message in a bottle, casting it out on the water just to see who answers; not so much.

The use of press releases has evolved. They are a great tool for reaching your many customers. Self publishing them to your blog or newsroom is critical. Releases can help you deepen content on your website and are great when optimized well to bring interested customers to your site.

The days of mass blasting of a news release are gone. What is critical these days is a planned pitch to bloggers, social media followers and interested journalists with whom you’ve developed relationships. Ask for permission to send a release or know that they are open to receiving your release before you send it. Make sure to send it in the manner that they request. Some no longer wish to receive pitches via e-mail and have returned to the days of snail mail.

Don’t wait to get to know bloggers and journalists; develop your following early and in the sectors in which you have the most knowledge. After you pitch them, then if they are open to it, you can send them a release.

Flickr creative commons photo courtesy of Mykl Roventine

Developing a corporate identity

2009-08-16T14:16:00.004-04:00

This week we met with several clients who need a corporate identity. Each of them has been using some form of marketing materials to identify themselves and their companies. In most cases they've been using clip art and stock computer fonts in their business cards and logo.

While this may work for some, in the long run, you lack an iconographic presence that speaks for you when you are not there to speak about your company. In short, you lack a distinct, compelling way of communicating your brand message.

If you are establishing your business today, you need every advantage to set you apart.

No doubt you've crafted a strong position for your business or service; you've researched your competitors; you've researched what the market needs and then you use stock materials to present your company? You can understand the disconnect here.

There are a number of ways to have a corporate identity created. Some people are using internet based sites where for a very low price you can get a logo. But you don't get the interaction with experienced marketing professionals who know your community, market and understand your USP.

We recommend you work with an experienced marketing professional who will assist you in bringing together all the insight you've gathered for your company, their professional experience in crafting successful brands and join it with compelling graphic design.

One of the clients with whom we met wondered what's involved in creating a corporate identity. She couldn't understand the cost / time involved and needed to actually see examples of how, for one prior client, we begin brain storming ideas, sketching up concepts, studying type, and then joining it all in ideas to present to the client.

A simple analogy is that of going to a custom tailor or couture fashion designer and asking for a bespoke creation. The result is a garment made for you, your measurements, with quality fabrics, excellence of cut, design and fit. When wearing such an item of clothing, you know you look good.

The same applies to creating your corporate identity. If it's made to fit, to measure and just for you with the highest standards it is something that you know makes you look good, you stand taller, are more confident and are emboldened to do business, knowing your message is speaking without you having to open your mouth.

Social Media Suggestions

2009-08-06T11:17:00.004-04:00

This morning at my referral group, I presented an impromptu social media overview to members. A good number of members have personal facebook pages. Several had facebook business pages and three had twitter accounts.

There were some who are just learning about the conversational aspects of how to use social media and those who were already savvy. All were interested in the opportunity to increase their business using social media.

How can you use social media to grow your business? Here are some excellent ideas from David Hale on Examiner.com.

They are as varied as the businesses represented and all feature some great ideas for inspiration.

Establish a social media account if you don't have one. Find others with similar interests, follow or friend them and read their tweets and posts to facebook. Add your own in response to theirs. Get a feeling for what interests them. When you are comfortable, you can begin to initiate conversation about subjects of interest to you. As you continue to find followers, you will gain followers. Then you can find opportunities that will allow for the right opening for inquiries about doing business together.

Just remember, the emphasis is on social, not media and you'll be on the right track.

Photo credit: Flickr Creative Commons pthread

Digital/Interactive Advertising Effective, Dominant

2009-07-21T09:45:00.004-04:00

Forrester Research has released their forecast for advertising spending for the coming years. The projections show that digital and interactive ad spending will continue to increase and traditional advertising will decrease. As stated in AdAdge today by Josh Bernhoff

"The result is that digital, which will be about 12% of overall advertising spend in 2009, is likely to grow to about 21% in five years. Along the way overall advertising budgets won't grow much."

Coupled with the news that companies who interact heavily in the social media channels have a stronger financial performance, this means that digital must figure in your company's communications plans.

"Companies that scored well in the study generally have dedicated teams, however small, active in the social media channels they utilize. The study found that the most successful teams evangelize social media across the entire organization to pull in a broad range of stakeholders. These companies view social media as an indispensable tool to help them achieve results, and their approach is conversational."

It is no longer a question of are these valuable channels for communication but just how your company must be using them.

Photo credit: Flickr Creative Commons digital flower by A.Alhajey

Be generous

2009-07-20T15:22:00.003-04:00

As the recession drags on and we hear more of the increasing unemployment numbers, layoffs, downsizing and businesses stresses, remember to be generous to clients and to colleagues or even prospective clients. Not because it will win your firm business, but because it is important to take care of each other.

As a professional, I make it my practice to share my abilities with those who need just a small bit of assistance, direction or even a paid project. What I get is usually the feeling of having helped someone; a feeling that is vital to understanding that each of us is dependent on the kindness of others. I'm not talking about giving away the store or sharing hard won proprietary techniques, but about giving more each and every time. I subscribe to the glass is more than half full concept--and if I live that way, it actually is.

Over the years I've been in business I've found not only do I learn when giving, but I am happier with myself when I give of my time and talents to assist others.

**Photo credit: flickr creative commons Saquan Stimpson/monstershaq200 0

SWOT more than mosquitoes this summer

2009-07-08T16:50:00.002-04:00

Everybody hates strategic planning...at least that is what I’ve heard. Most think it a dull and boring, dry exercise in tiny details. It can be an exciting look into a company’s future.

Many years ago, I learned a technique that is very popular and is a very simple way to begin your steps towards a strategic plan for your business.

It’s called SWOT analysis. The acronym stands for:

Strengths
Weaknesses
Opportunities
Threats.

The simple premise is that if you can enumerate all conditions that fit each of the categories you can begin to see your company or organization as a whole. You can understand that if you, “went away tomorrow” who would miss your services? You can comprehend you’re your competition’s offerings compare to yours. You can begin to be certain that your offerings and products fit your company’s reason for being.

Sure there are certainly more sophisticated planning processes, but this has worked well for me when working with clients.

The key is complete honesty with yourself, colleagues and all who participate in the analysis. The best experiences I’ve had with this include inviting each participant to list their observations under each category. Then everyone comes together to bring all their observations to the group.

Participants can then look at each item against the goal of the company and primarily the needs of the company’s customers/users. They must come first because if their needs aren’t being met, then the company will soon be out of business.

Generally work groups are then formed to create strategies to apply to each weakness, opportunity and threat.

Just realize that unlike mosquitoes, you can’t simply squash your issues.

Photo credit to mhoey at fickr creative commons

What do weddings and public relations have in common?

2009-06-19T16:23:00.009-04:00

Planning--or at least they should. Because my son is getting married in a week, my mind's been on all the aspects of planning the rehearsal dinner, what I'll wear, what my husband will wear, how and when we'll travel to the wedding, and where we'll stay. I've been working on this for a long time as have the bride and her family, as well as the groom. We're so excited about this event and what it means for all of us.

I've heard of an old saying that is abbreviated PPPPPPP. Boy is it true.

Your company's public relations/special events should be planned just as a bride plans her wedding. You should think carefully before making the commitment to undertake a PR program and then you should plan diligently. And, just like a bride, you should use lots of check lists.

Everyone looks forward to the Big Day. If you are opening a new branch, store, adding a new product line, promoting or laying off staff, you need to be prepared.

Think of what message you want to communicate and why, who cares and why, what will they want to know, will they need to be invited to an event and if they are invited, do you include them on every party of only the main event.

Don't leave anything to chance. Think each and every item through and prepare ahead so that you won't have to react, but instead can act. And on the day your big news breaks, you will be prepared.

**Photo credit: William P. Smithem; Bride on her wedding day at the Francis Beidler Swamp in Dorchester County. Thanks, Bill. For more of Bill's website designs.

Rooftop Bar Invites Ladies for Martinis, Music, and a Good Cause

2009-06-16T19:29:00.002-04:00

Calling all charitable fashionistas: The Rooftop Bar and Dress for Success are partnering for a Little Black Dress Party June 18, 2009, starting at 5:30 pm. All ladies who arrive in a black dress will receive a free martini, and those who donate an item of clothing will be entered into a raffle to win a new dress from Utopia, courtesy of The Rooftop Bar and Vendue Inn.

There will be live music by Meeting Reid, and the full bar menu will be available. All donations benefit Dress for Success, a nonprofit organization that provides women with the professional attire needed to thrive in the workplace. Relax on the rooftop while socializing in style, cleaning out the closet, and helping a great organization.

###

About The Rooftop Bar:
Located in the heart of Charleston by Waterfront Park, Rooftop Bar is the ideal spot to enjoy picturesque harbor views while sipping your favorite cocktail with friends or grabbing a bite to eat. Open daily from 11 am – 12 am. 19 Vendue Range, Charleston, South Carolina 29401

When is a plan not a plan?

2009-06-08T11:21:00.003-04:00

It happens all the time. A client seeks and retains a marketing and PR firm for their counsel and implementation of plans.

The professional researches the market, analyzes the situation and drafts a plan with a unique selling proposition and positioning. The client reviews the plan and determines that only one of fifteen items is important to them; however, the fifteen items are all interdependent and support the client’s stated goal. The PR / marketing professional reformats the plan, frequently offering guidance that as reformulated the results may not meet the client’s goals. The professional ultimately implements the items that the client authorizes and then results aren’t what the client seeks.

Whose fault is this? The client’s or the professional’s?

When a client pays their hard earned dollars for PR and marketing advice, and then ignores what they’ve paid for and won’t undertake the campaign the way it is presented we should reformulate. The client must understand that reformulating the plan costs time and money...and many clients don’t feel they have additional amounts of either to sustain a second round of planning.

Not every client has all the resources to undertake everything we plan. We create plans that meet a client’s stated goals and resources. However, it is exasperating when we spend our time, wisdom, experience, energy and knowledge writing a plan that is ignored.

So, going into the planning process the client must be absolutely frank about what they can afford, sustain, and ultimately what budget resources they have to focus on their goal.

If you are a business who would like to retain a marketing and PR firm, analyze what and why you want to work with a firm. Understand what resources (money, personnel) you have and then be forthright with your prospective firm. Understand that when you tell your prospective counsel what you need, want and can pay for and then reject sound advice you have just wasted your money.

As professionals we must make sure we comprehend what a client is asking of us. Often we’d love to give them an “all in” project where every initiative we can think of is included, but if the client didn’t ask us for that we’re wasting our time and their money.

A successful marketing and PR initiative is one that is carefully crafted to be of use, return results and fit the budget. If the budget isn’t adequate to gain the desired results, let the client know that you can’t assist them. It’s hard to say, “No, thank you.” but sometimes it is worth it.

Freeing the creative spirit

2009-05-31T13:56:00.005-04:00

With the stress in the work world we can forget that ours is a creative profession. One that ~~requires~~ demands renewal. Most of us worry daily about the source of the next client, the next project. We forget the old lesson, "each day is sufficient unto itself." The stress wears away at our source, leaching the qualities we need to be productive.

Each day I take time to enjoy the quiet of the early morning hours. I ride my bike, rock on the porch and sip coffee while reading the paper. This is when I gather the forces together that allow me to work daily.

But sometimes we need more. We need a cleansing that comes from intense connection. For some this is religion, or friends or poetry. For me it is sharing life with my friends. Connecting with the universe in a way that gives me understanding of the humanity that we share. Other times is is in my garden. Or watching the birds that thrill me as they visit the flowers I grow.

Creativity is like a garden. There is a wildness and a cultivated aspect to the best of both. A good gardener does all the hard work so that she can relax and enjoy the prospect across the beauty she's coaxed into being.

Finding that manner of releasing your creativity by either work, relaxation, exercise, or sharing with friends is important. For me it is primal. I can neither work or write without it.

Southern Living editor tells it like it is

2009-05-15T16:47:00.003-04:00

On Tuesday night I had the pleasure of sharing dinner with Pat Wilens, associate features editor at Southern Living. Her beat is South Carolina. Pat shoulders the large responsibility of making sure the news their readers want is included in the magazine.

Who is their reader? She is a professional or working woman in the South or who cares about the South. She is someone who enjoys caring for her family, her home including her garden and traveling across the South. Their reader retreats into the magazine at the end of a long day. She likes to dine out and to cook, to garden and to decorate her home. Pssst...Pat says we should look for more about home style in coming issues of the magazine.

At my urging, Pat agreed to share some of her pet peeves and insights into her life as an editor. Most of them boil down to the oft given advice, read the publication, and don’t waste the editor’s time.

The key to what is appropriate or interesting to their reader lies in the SL reader profile. Southern. Female. Of, by or from the South. Nothing else makes the cut. Period. You can understand Pat’s frustration when she gets calls from publicists in California hawking a California spa or restaurant.

As an editor, Pat is often up to her elbows in stories that are all written by Southern Living staff so her time is very limited. SL is one of the few publications that is totally staff produced.

“Why do PR people call, interrupt my work to ask me if I’m interested in a story?” “It’s their job to figure that out. For example, a PR person called to ask if I’d write about their client’s real estate development. Why don’t they figure out that this is not news? That’s advertising.”

Another peeve is PR people who don’t read the publication. “I have one PR person who calls me regularly to inquire how to have something listed in the calendar of events. Every time she calls, I gently remind her, ‘as it is written in the magazine...’” It’s hard to imagine that this publicist had done this more than once. From Pat’s tone I understand just how frustrating it is for her to try to school PR people in their jobs. She has her own to do.

Pat also shared her pique with book publicists. The magazine has little space for book reviews or publication notices. Occasionally they may have space for a few paragraphs about a book that might appeal to their readers. However, Pat says that publicists often send books that have no appeal to the readers of Southern Living. The fate of these books is the landfill, something that obviously distresses book lover Pat. They used to take books to the local library, but are now forbidden to bring more. There is no space at SL for all these unrequested books. So, to the landfill with them. On the rare occasion when she’d like to receive books, she’s invited publishing houses to send via e-mail or mail a few paragraphs about the book along with a cover image, but none have taken her at her word.

Recently a children’s book publicist sent an exquisite package via FedEx. Pat said, “She must have thought I’d really need to get this box overnight. It contained a beautifully printed piece about the book, a release and the book.” Pat’s voice rises as she questions, “Why did they send me that? We don’t write about things for children. We write for our readers’ interests, but not about what to read to their children.”

Pat provided a bit of insight into the changing world of magazine publishing. The downturn in the economy has changed advertiser’s frequency and placement choices making it harder to project when a story may be included in the magazine given changing page counts. She often will prepare more stories than make it into the publication, meaning some may wait longer for inclusion.

I shared with her how clients often push PR people to do things we know are incorrect, but demanded by the client. Such as send news to publications when we know that is not a target. We often are pulled between two ends-client and media.

Publicists who work in large firms have their own set of challenges as I understand it. Large firms bill for each release and so they pull large queries of media contacts from media databases and send materials to each, which increases the billing.

Pat and I enjoyed getting to know one another and coming to understand each other’s challenges just a bit better. We parted knowing that by my sharing this with you via this blog, we publicists can do our jobs better.

PR not always about your products, events

2009-05-01T17:06:00.002-04:00

Many people fall into the trap of believing that PR is only about gaining earned media placement for a company’s products or news events.

There is another side of publicity and that is using the information about your leaders and staff to humanize and set your company apart.

As an example, a local video production company has a photographer who is interested in documenting a small social business which is taking medical supplies to Ghana. Sharing information about the photographer’s search for funding and the skills that he will use to document the project can support the cause and expand the image of the company in the minds of consumers.

I’m not suggesting that you exploit your staff, but that you seek opportunities to offer information that really opens up what people think of your business. If your CEO is a singer who performs at the local coffee house on open mic nights, use the angle of how a CEO with a variety of interests makes a better leader.

Gaining earned media is more than just telling us that you’ve just hired a new Director of Marketing. Seek out the interesting information about your staff and share it with the media. We are all more than just our titles and functions. We are the people who make up the company, not the human resources. So, share the interesting information about those who are the life of the company.

photo courtesy of lorri37 on flickr creative commons

Spring and PR

2009-04-22T10:27:00.003-04:00

What does spring have to teach us about public relations and earned media?

It's simple. Spring is new, green and fresh. The same should be true of the information you share with media outlets.

Journalists want fresh information. They want news (you know, it's called that for a reason.) And given the challenges to our environment and planet, today on Earth Day, we know that journalists now and in the coming months, want news of what your company is doing that is green.

Gather and share with the media the things your company is doing which preserve resources. Share information about new products or awards.

You can make news by emulating spring, new, green and fresh.

Happy Earth Day!

photo courtesy of somegeekintn's photo stream on flickr creative commons

Susan Boyle Gives Me Hope

2009-04-14T18:45:00.005-04:00

Seeming as unlikely as singing star as anyone could be, Susan Boyle showed that judging someone based on appearance, manners and straightforward normalcy can leave you high and dry.

Her stunning performance, delivered with the deepest personal confidence, wowed Simon Cowell, fellow judges and the audience. Her triumph turned on my tear ducts and reminded me of dreams that I have.

Watching someone else triumph is the best elixir I can think of in these days.

Susan Boyle Sings on Britain's Got Talent 2009 Episode 1 @ Yahoo! Video

Harnessing your desire to be an entrepreneur

2009-03-31T08:48:00.005-04:00

Yesterday we received an e-mail from someone who wrote, "I am looking for assistance in developing and marketing a video concept. I have the idea, but I am clueless on where to start."

Also yesterday we met with a prospective new client who is planning to bring a new service to the Charleston, SC area. When asked to define the service and what the user would get in return for the fee, the prospective client had some but not all of the user benefits worked out. They had not completed their pricing structure and did not have a solid understanding of their costs as related to delivering the service.

What both of these people have in common is a good idea that may be highly marketable. What they need is research to learn about their prospective buyers, the market and how they will make money and manage their business.

If you are an entrepreneur who wants to offer a new product or service, starting with an idea is great, but then do your homework.

Define your target market. Who is your target customer? And as I was told many years ago, "The world is NOT your customer." Your customer is some subset of people with unique characteristics. What do they need/want in their lives? Where do they live, what is their educational background? What drives them? How much do they earn? How often do they purchase goods or services in the segment that you want to enter?

Write a buyer profile that will help focus your thinking for your customer. Learn what your potential customers have to say about similar products and services. Read blog comments and user reviews in blogs or in the evaluation/comment sections of online stores. Get into your buyers' head and know what makes them part with their hard earned dollars.

If you know that you will have more than one type of customer, segment your customers and create a buyer profile for each segment.

Undertake an environmental scan of what others (with similar good and services) are offering in your marketing region (both geographically and if you will be a web based only product, then on the web.) Learn as much as you can about their products, pricing and the benefits to the user.

Use your insights to guide you in further conceptualizing your service or product. You need a unique selling proposition (USP) which will distinguish you from your competition and which will resonate most clearly to your target market.

Begin to think like your target customer. If they don't want what you're selling, it does not matter what you say or how you say it, they won't buy. Clearly define the benefits to your user. Will this make their lives easier, cheaper, faster, more simple? How? That is your key USP. Just because you think your idea is a good one is not a reason to go into business.

And speaking of business, create a business plan. This is your road map to guide you in the development of your product/service. This process is made easier if you undertake it with support and assistance. There are many who are available to do this including SCORE (Service Corps of Retired Executives) who offer their services in many communities. Some people may find a business coach helpful. Don't overlook The Small Business Administration (SBA) Business Information Center which is co-located with SCORE. Another small business resource is the The Frank Roddy SC Small Business Development Center of SC with centers around the state.

Develop a management plan. Who will keep your books? What systems will you use? How will you bill? Collect monies? Where will you be located? Will you need employees? Who will sell your products? Do you need to be web only or do you need a bricks and mortar location?

Begin with an idea, but then do the work to test your idea, create a plan so you know where to go with your idea and create a structure that will give you the support you need to build a business. And if you need help when you've undertaken these steps and are ready to bring your product to market, call me.