The ProfitMeister Blog

Continue Walking. Marketing is a Process

2008-10-14T14:48:00.003-06:00

Two weeks ago I reported walking my talk in the web arena. In spite of ongoing political strife, economic meltdown, and a host of client-driven deadlines, my migration from Blogger to WordPress continues and the commitment to rebuild my website remains intact. By the end of this week I anticipate a near-complete transition.

Meanwhile, my blog received a 7.5 recognition from Blogged.com. The ratings, according to the site are based on the following criteria: Frequency of Updates, Relevance of Content, Site Design, and Writing Style. Needless to say, I was pleased with the honor and horrified to have it arrive mere days after my decision to stop posting during the transition. Isn’t that just the way life goes?

During the 16 days since my last post I’ve been hesitant to give out my URL; I’ve avoided commenting on other blogs. I’ve winced when I heard of an Internet-related problem because I understand recovery from an Internet injury is difficult at best. So, my current resolve is similar to an athlete’s: train consistently. Continue doing the things that work. Blog smarter, not harder.
Ultimately, any remodel involves considerable work. In the web world, I’ve been asked for new pdf’s, additional copies of pictures and revised versions of products. Bear with me. It’s a process.
Guerrilla Marketing’s Jay Conrad Levinson, says: “Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”

Welcome to my world, the world of applied Internet Marketing. Suffice it to say my WordPress migration is just part of the process.

How will I celebrate? Creative writing coach Cynthia Morris of Original Impulse lists Celebration as one of the five steps to Completion. She maintains celebrations contribute to future completions and judging from her list of accomplishments it must be so. She asked me the celebrate question this week. I confess, I can’t even imagine.

I know that Marketing Troubleshooter Mary Schmidt recommends martinis; I read that in her Friday Martini Musings. Any other recommendations?

Walk Your Talk and, P.S., Take BIG Steps!

2008-09-28T14:45:00.002-06:00

ProfitMeister readers, friends, family and peers know I prize the phrase: “Walk your talk.” The mantra reminds me to be the advice I look for. It pains me to admit my website does not pass the test I give to clients (see my post of 9/12/08 – Internet Respiratory Infections and Other Problems).

How can this be? The problem developed gradually. Like many entrepreneurs, I began with a brochure website and then added a content management system. I did some things right and am embarrassed to recall others. In an effort to “fix it,” I created something unwieldy that went from ok to awful.

This problem isn’t without precedence. Many businesses take a webmaster’s recommendation and are left to flounder with unfamiliar options, technical widgets and/or an onslaught of ongoing charges. I provide fixes for clients in similar predicaments with their websites. However, when my online media room fails to reflect the advice I give, I move into the category of disconnect.

In a July 1 post entitled “Walking Your Talk Requires Taking Your Own Medicine,” I congratulated myself on updating the brochure side of my website and described ten steps I took; from today’s perspective, a mere 90 days later, I’m confident I didn’t take big enough steps.

You can’t fix a broken website. It makes no sense to spend money shoring up bad to better. So I’m asking for your indulgence as I reinvent the entire thing. Welcome to the big step.
For the next two weeks, my blog posts will be non-existent as I transfer posts, pictures and links from Blogger to WordPress. Again, salute to the big step.
My newsletter and special reports links will not work as I dump a messy and dysfunctional database system and move to the industry’s respected aweber service, complete with autoresponders. Thanks to my friend and marketing troubleshooter, Mary Schmidt for continuing to prod me to make it right. Welcome to my big step, Mary.
You’ll see a re-design for ProfitMeister and MyConnectingPoint that reflects what I’ve learned from experience and from my coaches. Once again, I’m walking my talk and I promise, it’s a big step.
I look forward to your comments. I promise to do my part to keep the conversation going. Yes. Sigh. It’s a big step.

Trade Show Comments From the Peanut Gallery

2008-09-21T17:20:00.004-06:00

Trade Shows? You either love ‘em or hate ‘em. New Mexico’s largest networking event for business women, The Celebration of Excellent Women, now eight years strong, continues to grow and caused me to think about trade shows in general.

Once yearly for four hours women come and go, shop, talk, eat and meet and greet at an event emphasizing women-owned businesses. It’s an opportunity to connect with acquaintances, meet new people, and review products, services and organizations. I left with a strained voice, the result of talking over loud, live music. Note to organizers: set the speakers to project at an angle and turn down the volume.

Because the din was overwhelming, the audience couldn’t really hear the excellent women introductions. In 2007, a program insert summarized accomplishments of the eight honorees. That insert was unavailable in 2008 and I, for one, missed it.

Even schmooze events like “Celebration of Excellent Women” require preparation, care and organization to be successful. Most vendors at this show stood, greeting potential prospects (hugging them in many instances) and discussing business in an animated way. The atmosphere was charged, positive and friendly. Suggestions/comments:

Promotion in a number of traditional publications touted the show. Around 505, for example, ran a promotional piece entitled “Make Networking Work for You,” which focused on show organizer Diane Furie. Promotion in new media seemed to be lacking. Next year, target some local blogs. Get more younger women involved.
Include an online media room on the website and link to media coverage; use the site to showcase former "excellent women" and invite suggestions for future shows.
Put more focus on the honorees. Include a summary of the “excellent women” in the goodie bag.
Speaking of goodies, the bag contained numerous brochures, special coupons and pens. And the bag itself was sturdy and highly usable.
At the event, two food tables seemed like a good idea; unfortunately, traffic flow didn’t agree. Some of the booths behind the spread were simply overlooked, another example of reality interfering with theory. (Incidentally, owners of the booths in the back were NOT happy; stand by for complaints.)
The stage showcased prize drawings and recognitions, such as those for excellent women. The overly loud sound caused some distortion which was distracting.
Even though this venue was larger than last year’s, it was still crowded. Someone referred to The Celebration as a “hug fest” and I’d have to agree.
I loved seeing old friends, meeting new ones and connecting with causes and organizations that have fallen out of my current circle. What a fun time.
The overall feel of the show was fun. Great job, ladies!

Internet Respiratory Infections and Other Problems

2008-09-12T07:16:00.002-06:00

As a card-carrying member of the do-it-yourself club, I tell my clients they need to be in control of their website rather than being held hostage by a webmaster. Good advice if you can take it. My challenge isn’t finding the problems. It’s fixing them.

Based on some of my own experiences with the internet, I devised a simple diagnostics test you can use to check for problems. Here is a do-it-yourself web audit of the simplest variety.

Can visitors navigate your site easily, smoothly and quickly?
When you click on the header for your page do you automatically go home?
Does every link on your site work?
Is anything underlined that is NOT a link? On the web, the underline communicates link at a glance, so visitors expect the underline to be a hyperlink.
Do all icons (print, pdf, and email) work?
Did you limit yourself to one or two fonts and then use those fonts on every page consistently throughout the site?
Have you viewed your web page in different browser environments such as AOL, Internet Explorer, and Firefox to ensure its consistency?
Have you used a repeatable image as background? No matter how cute or closely tied to your message, the image is likely clutter that interferes with the readability of text.
Have you proofed every page, dialed every phone number, tried every contact or signup sheet, and clicked through to every link?
Does your site look professional with high quality graphics and quality photos combined with text?

As you answer these questions, every hesitation or no answer constitutes a potential problem. Like any illness, unresolved issues weaken the immune system or the website. Too many troubles can create a respiratory infection and even the tiniest illness can morph into a major problem if left unattended.

What to do? Call the doctor. Call the webmaster? I know the frustration of waiting days for a response. Remember the prescription, “Take two aspirin and go to bed?” I want that solution.

Details, Present or not, Deliver a Message

2008-09-09T12:33:00.003-06:00

Making the customer connection is easier when a niche audience is involved and the customer is defined for you by the niche. Take ballooning, for instance. Ballooning, a niche sport, involves hot air and gas balloon enthusiasts. While participants in the sport live all over the world, Albuquerque is generally regarded as the headquarters for balloon events because the Duke City is home to the Albuquerque International Balloon Fiesta, the largest gathering of hot air balloons.

AIBF celebrates its 37th year in 2008
2008 festivities also include the 40th Coupe Gordon Bennett , the oldest air race in the world

So, when the Fly New Mexico! Aviation Division published their 2008 Aviation Events Calendar, it was likely an oversight that there was no mention of AIBF in the October Activities:

October 1 – Tucumcari Rotary Club Airshow and Open House, Tucumcari Airport
October 4-5 - Amigo Airshow 2008, Biggs Army Airfield, El Paso, Texas
October 10-11-12 – Land of Enchantment RV Fly-In, Dona Ana County Airport

Even more embarrassing, at the bottom of the calendar is the following message and no link to AIBF exists: “For a fabulous website calendar with aviation events from around the world, go to http://www.deltaweb.co.uk/asgcal/index.htm

Take a promotional lesson from the publishers of Fly New Mexico! newsletter: It’s all about the details. Check your details. Proof. Check again. Then, ask yourself: "Have I covered the most obvious detail on my calendar?"

Join us for a Branding and Marketing Roundtable

2008-09-07T08:27:00.003-06:00

When several of my co-authors of our new book, A Guide to Getting It: Branding & Marketing Mastery, got together recently to talk about ways to get the message out, we decided the best way to introduce ourselves and the topics we have written about was to give people an opportunity to ask us their most challenging branding and marketing questions!

When we got to the part about what to charge, it was unanimous that the roundtable calls should be no-charge. So, for two information-packed hours, you can have an opportunity to ask questions and receive personalized answers from a group of professionals who make their living coaching business owners to excel at their branding and marketing efforts.

If you are interested in masterminding and brainstorming with a team of women marketing experts who can answer your most challenging, costly, and pressing questions, this is where you will want to be September 8th and 22nd, at 4 p.m. EST, 1 p.m. PST.

To register or read more about this remarkable opportunity to get your questions answered by a panel with over 100 years of combined marketing experience, go to www.clarityofvision.com/marketingroundtable.html

If you'd like to send us your questions, enter it in the comment space on the registration checkout form, or post your challenge here. We'll cover it on the calls!

Actions and Goals and Priorities, Oh My!

2008-09-02T14:47:00.003-06:00

This post might be better subtitled, "Lions and tigers and bears, oh my!" Do tasks shape priorities or do priorities dictate tasks? The answer depends…

I spent Labor Day reviewing my calendar, planning the month of September and asking myself questions related to intensity.

Intense, one of those adjectives popular among entrepreneurs, Baby Boomers and the Irish, means susceptible to strong emotion; emotional: an intense person. Not surprisingly, my September is colored with intensity:

“What’s the next step?” asks Cynthia Morris. She lives large, doing the daring things that most others only dream about. Cynthia, currently in Lisbon, has just completed a large project and is beginning to work on the BIG goal for 2009. She’s intensively creative, exhibiting a high degree of creative ideas, and easily making the leap to believing I can tackle and complete the project by simply calendaring it.
“Get neutral,” commands Valerie Compton. “Strengthen that core.” Training without intensity makes no sense in Val’s book. She lives yet another definition, strenuous or earnest, as activity, exertion, diligence, or thought: an intense life. Exercise without intensity is a waste of time for Val.

Intensity works. Changing the intensity changes the experience. My September commitment involves intensity. By whatever words you write it: “Take it up a notch,” “Pump up the volume,” “Work smarter not harder,” are some of the phrases we repeat to ourselves with the intention of building intensity.

There’s a fine line between planning, researching and doing. ACTION. In this world, nothing does itself. Regardless of promises made in The Four Hour Work Week or outlined in the classic Think and Grow Rich, there’s no substitute for action.

How’s your September shaping up? Do you know what one thing you must do to move your business, your project, your idea forward? What’s that next step?

Have a bias toward action - let's see something happen now. You can break that big plan into small steps and take the first step right away. Indira Gandhi (1917 - 1984)

Now, take action. I dare you.

Mastermind Groups Create Sanity Net for Entrepreneurs

2008-08-28T08:21:00.004-06:00

“It’s just not a good climate for an entrepreneur. Maybe after the election things will change.”

I listened in amazement thinking, “Shall I just stick my head in the sand in the meantime?”

Navigating the chaos requires a consistent focus and positive mindset. I’m not suggesting a Pollyanna-ish approach where you look at the world through rose-colored glasses. Define the type of support that works for you and create it for yourself. For example, In 2002 I answered an advertisement for a group coaching call. Although only one other participant showed up, the group’s founder and leader, Coach Rachelle Disbennett-Lee chose to keep the program. Our weekly calls evolved to a monthly mastermind meeting that continues today.

Napoleon Hill, in his classic book “Think and Grow Rich” defines mastermind groups:

Coordination of knowledge and effort, in a spirit of harmony, between two or more people, for attainment of a definite purpose.

Hill talks about the economic advantages of surrounding one’s self with good advisors, and then alludes to the more significant synergistic result of a mastermind group:

No two minds ever come together without, thereby, creating a third, invisible, intangible force which may be likened to a third mind.

Karen Van Cleve, Rachelle and I can point to significant accomplishments as a result of the time we’ve spent together. We’ve each defined and achieved specific goals in our business and personal lives. Just recently, Karen was instrumental in getting a speaking engagement for me; Rachelle helped me win a book contract. From online achievement – Rachelle has one of the oldest and most successful personal motivation newsletters on the internet – to coaching prowess – Karen balances a multitude of clients from the Tony Robbins organization with her own – our trio has found a way to weave our achievements into a source of inspiration and learning for each other.

Our calls continue to be a sanity check. Because we’re not in the same social or business circles, we can provide unbiased viewpoints and suggestions. None of us are timid about reading, thinking and implementing ideas; sharing our experiences and helping each other move to a new level has been invaluable. We’ve investigated exercise, nutrition (two of three of us now live a vegan lifestyle), positive thought and more.

Any number of forums exists for organizing a mastermind group; one of the resources to investigate is a mastermind group resources blog. Numerous books and articles exist as well, from how-to to evaluation and all topics in between.

The real payoff comes from what you do with your mastermind effort. Challenge yourself. Yes, the encouragement is terrific; the support and unconditional acceptance is awesome. The occasional kick-in-the pants from someone I respect has also done me well. My point is, make your mastermind work for you. The “it’s not a good climate” comment may have come from someone in a mastermind. It just didn’t happen to be mine.

Chicos capitalizes on customer loyalty

2008-08-25T07:21:00.004-06:00

Most Baby Boomer women identify with (or at least know of) Chicos, a women’s clothing retailer known for colorful clothing and great patterns. I frequently cite Chicos as an example of customer loyalty. The ongoing passport program from Chicos offers five percent savings to customers once they exceed $500. While the Chicos card is important, the beauty of the discount comes from the computer because store clerks always volunteer to look you up. Additional coupons arrive in mailed catalogs and special surprises such as Birthday discounts add to offers.

As the Olympics come to an end, I’m amused to read more and more about “Mom of the Olympics” 57-year-old Debbie Phelps, Mother of eight gold medals winner, Michael Phelps.

"She completely articulates who we are as a brand,” says Chicos President
Michele Cloutier.

Chicos prominently displays “The Debbie Phelps collection” on its website and goes on to say:

“You can spot a Chicos woman anywhere and you’ve seen this one in the stands at
Bejing. Here’s what a certain champion swimmer’s Mom has packed for her son’s
unprecedented gold medal run…”
The story made national news (and continues to play well). In Friday’s USA Today, Dan Mintz, founder of China-based ad agency DMG:

“Phelps is a phenomenon, and his mom, Debbie, is a pillar of strength.
(She’s) the hero behind the hero, and now the star behind the star. That’s a
powerful combination for brands to associate with.”

The Debbie Phelps story illustrates power of brand identification. Even though Chicos had no formal endorsement program in place, the chain has earned untold amounts from association with Phelps and his Mom. What’s more interesting to me is the bounce the stores get from women watching the games. Chicos President:

“Customer have been coming in and asking for what she’s wearing. They’re saying,
‘I want that jacket,’ and they can describe it perfectly.”

Comments such as this illustrate the power of social media in action. Debbie Phelps, visible because of her son, created a flurry beyond expectation as women noticed what she was wearing. Not all brands can capitalize on such moments. Chicos, positioned for opportunity, can only hope that a forthcoming official partnership boosts sagging sales.

Meanwhile, the ongoing visibility underscores the importance of customer loyalty. Debbie Phelps chose Chicos because it was already “her store.”

Question for entrepreneurs: how can you use endorsements to advantage in your business?

Customer Service Opportunities Happen Daily

2008-08-23T17:50:00.002-06:00

In the space of an hour (6:00 – 7:00pm Wednesday) I walked into ten different hotel lobbies within three miles last week. I was inquiring about hotel rooms during the Albuquerque International Balloon Fiesta and I was in near-proximity to Fiesta field. An amazing thing happened: instant customer service analysis.

My perspective was colored by the appearance of the lobby and the person behind the desk but the personal interactions were priceless. If ever I might be drawn to the mystery shopper career, this little exercise dissuaded me.

At Quality Suites, San Antonio, the desk clerk said, “I’ll be with you shortly” without making eye contact. He continued to help the customer on the phone, rocking incessantly in his office chair, chewing gum and asking specific reservation-type questions. The conversation drug on and on; at six minutes, with no further interaction or acknowledgement, I left.

Across the street at San Antonio Homewood Suites, a middle aged woman explained to me that she could accommodate one of the three days about which I inquired. There was no apology or recommendation for the other days.

At the Clarion, I expressed surprise at the non-smoking suite price of $189. The desk clerk was nice but he laughed at my naiveté. “It’s a big weekend,” he said gently.

As I got more involved with my analysis, I checked with every facility on the east side of the freeway. The Pan American Motel 6 clerk told me I’d have to add $2.99/day for internet. When I asked for the total with internet included in the room rate, he said “Just add it up.” Around the corner from that experience, I interrupted dinner in the lobby to get an answer from the Alameda Comfort Inn desk clerk.

A final stop at the Staybridge Suites produced a real surprise. One of the youngest clerks was most helpful, answering all my questions courteously and offering to have me inspect the room. He assured me the dates in question were there and my friends could be accommodated. Unfortunately, my friend called later that evening to make the reservation and no rooms were available.

Even though I had no interest in staying in these properties myself, the quest took on an interesting aspect as it proceeded. I’d suggest that every facility organize such a mystery shopping trip for its own benefit. What I learned:

The competitive aspect of the business (so many hotels within the area) made me think that service could have a significant impact on revenues
Clerks without uniforms generally created a less professional impression as did those who slouched, chewed gum, or failed to meet my eyes
Obvious disregard for my interest/inquiry happened in three of the ten stops
Two of the ten clerks were outstanding; because of their presentation, I’d recommend those properties to others, given the opportunity

If you had the chance to audit your front desk, how would it rate?

The Magic of Questions

2008-08-18T14:33:00.002-06:00

“One of the greatest lessons you’ll ever learn is how to ask for what you want. Canfield and Hansen show you how.” –John Gray, author of Men are From Mars, Women are From Venus.

The Aladdin Factor by Jack Canfield and Mark Victor Hansen addresses questions with inspirational stories, quotes and page after page of common sense. The book offers simple tidbits such as “Asking improves your chances of receiving by 200%.”

Questions set the stage for everything. As you begin to question, you move from bystander to participant. Questions probe problems and uncover needs.

What are you doing in this area?
How is that working for you?
Where do you expect to be in 18 months?
How will that be different from where you are today?

Questions direct and control.

I think we’ve made a lot of progress; how would you like to proceed now?

Questions require participation.

On a scale of 1 to 10, with one being weakest and 10 being strongest, how would you rate the quality of this blog? What would it take to make it a 10?

Because questions seem so natural, they’re seldom regarded as important. Yet the most skillful of conversationalists, salespeople, consultants and marketers use questions on an ongoing basis. Developing and discussing the interests of others takes questions. The tiniest sprinkling of curiosity opens the door to other opportunities such as long conversations or events full of meaningful interactions. Gauging customer reactions involves questions. If you work on your business, you must examine it with questions in order to make progress.

What kind of questions move you forward? What speaks to your soul and challenges you to get out of your comfort zone? The questions peppered throughout The Aladdin Factor force one to think. “Am I willing to do whatever it takes to get what I want?”

How can you more effectively use questions in your business and your life? When will you begin?

Next step?

2008-08-15T08:37:00.001-06:00

Seven hundred thirteen files make up the folder called “Reading.” If something looks interesting I toss it there. Once per quarter I delete everything that hasn’t come to the top. It’s my system.

I clean my inbox weekly. Most of the time, the reading I’d like to do takes second place to client projects, current board items and books. Copyblogger nearly always makes the cut because it offers compelling content concerning writing for the internet.

Today’s post “The 3 Secrets to Massive Online Marketing Success,” could be required reading for any entrepreneur. Just three points, explained succinctly, applied to any effort:

Take action
Have a plan
Your secret sauce is you

Enough said. Read the post. What’s your next step?

Got Stuff to do? Get doing. Dump Meetingitus.

2008-08-14T07:13:00.000-06:00

In her post, “I need people who do things” Mary Schmidt touches on the fine line of inspiration versus perspiration and the disease I call analysis paralysis. My playbook says combat overwhelm with action.

I recommend the rule of three. What three things need to come out of this meeting? Then, stay relentlessly on task. If it’s a committee, coordinate schedules and task assignments. Move everything through to task assignment. Who’s responsible for this item?

Automatic. Effective. Quick. These are adjectives (note the power of three) to describe any meeting, any marketing opportunity, and any assignment.

Do you make it easy for those words to exist in your world? I sat in a meeting where every single idea was disputed. The multiple publicity tactics (postcard mailing, email blast and website posting) were discussed, assigned and tossed aside because one voice pointed consistently to the problems. One person made it clear that none of the others had the capacity to produce a solution and he was far too busy to do it all.

This syndrome destroys creativity and challenges productivity; it causes people to say, “What’s the point?” Meanwhile, the naysayer is frequently unaware of their poisonous verbiage. How do you combat this kind of negativity in your world? Or, do you?

Ineffective meetings go on all the time. Even an on-time, productive meeting can fall short: a participant emailed a list of five ideas (good ones) that she thought of during another recent meeting, but didn’t bring up due to time constraints.

My solution is, get doing. Put forth your rule of three and meet. What ideas do you have to overcome meetingitus?

Celebrate! Celebrate Your Birthday! Celebrate Life!

2008-08-10T20:38:00.004-06:00

My very special friend Jane Bradley, a painter, jewelry maker and artist extraordinaire, can turn any occasion into a creative event. Today I experienced a fun and unusual birthday spa day fashioned by Jane.

We are all one year older and a communal birthday party is in order,” the invitation said.
“As this is a birthday party for all of us, I am asking each one to bring a small gift of under $15. Please bring the gift wrapped and enclose your name, phone number and email. When you arrive you may place the gift in a basket by the front gate and when you leave, you may select a gift from the basket. After opening the gift, please call the “giver” and enjoy another opportunity to visit with a new or old friend.”

From teenagers to retirees, business owners to office workers, activists and authors to executive directors and consultants, women joined the fun. They gathered on the steps, inside and out. The sat and chatted on one of Jane's three patios, comparing notes, catching up, and telling stories.

I saw dozens of girlfriends and met many that I’d not seen before as we walked around a table filled with food or took our turn for chair massage, tarot card readings, wig sampling, psychics, eye make-overs by Channel, and more.

Jane’s spa day celebrated another year of abundant life. She shared with us that she makes an annual birthday contribution – in memory of her late son Marc – to the Good Shepard Center. This contribution helps to feed homeless men with mental or physical challenges.

What a great concept! How perfect to celebrate the many blessings and opportunities we each have. It is an abundant life. I salute Jane, for the idea, the effort to put it into action and for a fabulous time. Sunday August 10 is now marked as one of my favorite Sundays ever.

How do you define crazy?

2008-08-09T09:19:00.002-06:00

Oh, you probably don’t experience it yourself. Maybe you just see it in others. Think. Do you encounter the crazies?

A web designer hasn’t updated his site in four years
You hear a good idea, take notes and put them on top the TV
A service provider covets “The Four Hour Work Week” for herself (without the time to complete the book)
Your book club doesn’t even pretend to read anymore although you still meet
A business owner hires a consultant and then won’t take time to meet
You cancel appointments at the last minute in order to grab time to finish proposals
A ‘networking’ opportunity includes all the same people
You figure seeing and being seen is better than nothing
An entrepreneurs postpones an appointment for that afternoon
You move a potential vendor out three weeks because you really don’t want to deal with that now
A completed project has been three weeks waiting approval
You tell yourself “If it’s important, they’ll send another message.”

Think about it. The definition of crazy: doing the same thing you’ve always done and expecting different results. How crazy is that?

Sound familiar?

Women Make a Difference Friday Networking Event Offers Albuquerque Entrepreneurs a Sanity Check

2008-08-03T12:18:00.001-06:00

Is yours one of 50,000+ news releases begging for coverage?

Albuquerque, like many cities now has only one daily newspaper to its name after the loss of The Tribune earlier this year. A variety of weeklies and a few monthlies offer information to a declining list of readers. In addition to the printed word, radio and television stations abound although the list of news providers is fairly short. What happened to traditional press?

In a web 2.0 world, the definition of press has expanded considerably to include bloggers, podcasts, news aggregators and dozens of other new media purveyors. For the traditional reporter, life is faster and more cluttered. Research almost invariably begins on the web and therefore, the online media room is a natural solution.

Spamming traditional media sources with your press release – sending it to them unsolicited and in a non-personalized manner is absolutely verboten. HubSpot, an inbound marketing company, offers research showng more than 50,000 press releases monthly. In an effort to increase news release effectiveness, HubSpot built a press release grader that rates your release and offers tips to increase its effectiveness.

If it’s time you looked at leveraging blogs, social media and your own news to help your company get found online, then you’ll be interested in “Let the Buzz Begin,” my presentation about online media rooms.

Women Make a Difference is a monthly luncheon that lets women connect without requiring organizational membership. Make a reservation and get started on your own action plan for publicity now.

Networking: The Insider’s Guide to Finding and Leveraging Your Best Opportunities

2008-07-30T07:27:00.002-06:00

Kim Lysik Di Santi increased her credibility tenfold when she sent me a note, Thanks for heading this up,” she said. The follow up indicated to me Kim walks her talk in networking.

One of nine coaches who collaborated for the book, “A Guide to Getting it: Branding and Marketing Mastery,” (see Monday’s post) Kim’s chapter emphasizes the often undervalued marketing component of networking. One of the important steps to success in networking, according to Kim, is follow up.

Although I’d spoken with her on conference calls, we connected on LinkedIn this week. When I received her note I read her chapter, checked her profile and then “Googled” her for good measure. After all, LinkedIn can be networking on steroids.

There was plenty of proof of Kim’s successes: articles she’d written, newsletters featuring her as speaker, organizations such as National Association of Women Owned Businesses or Business Network International to which she belonged. I had a solid picture of Kim without the advantage of a website, proving the power of social media as a contributor to networking.

On the other hand, I lunched with a corporate executive who lamented that he was invisible on the internet and discussed how that might affect hurt him as he changed careers. I suggest that hurt may be too strong a word unless his total networking effort is non-existent. We move too quickly not to take advantage of every opportunity possible to “stack the deck” in our favor.

What message does your presence send? Even on the Internet (or, especially on the Internet) networking is important.

Get Branded! New Book on Branding and Marketing Mastery Gives Ideas and Tools

2008-07-28T06:58:00.003-06:00

Does the quest for Branding and Marketing Mastery keep you up at night? With thousands of businesses opening every year, that question looms large for entrepreneurs. So, nine business coaches collaborated to share their stories, perspectives and specific tips about an internal approach to marketing and branding in the newly published book, “A Guide to Getting it: Branding and Marketing Mastery.”

In this book, the power of authenticity sets the stage for a marketing and branding strategy that builds business in an authentic way. You’ll discover perspectives to create more visibility and make your business more accessible using creativity, common sense, and insight based on values to establish your message in the marketplace. Inspirational stories from women who’ve “been there, done that,” (including yours truly) will give you new ways to view marketing and branding.

This book is the tenth in a series of Guide to Getting It books written by Life and Business Coaches to help improve business and personal life.

Chapter titles and authors include:

Creating A Visionary and Focused Marketing Strategy by Marilyn Schwader
Mass Appeal Equals No Appeal: Discovering Your Niche Market by Cheri Alguire
Attracting Baby Boomer Women to Your Business by Jane Lee Williams
Branding: The Soul of Your Business by Judy Winslow
Authentic Branding by Dawn Andrews
The Evolution of Loyalty: Five Steps to Branding by Mary Ellen Merrigan
The 7 Marketing Archetypes and How to Deal With Them by Dr. Miriam Reiss
Networking: The Insider’s Guide to Finding and Leveraging YourBest Opportunities by Kim Lysik Di Santi
Quantum Marketing by Jille Bartolome

Pre-order the book and save shipping and handling charges. Check back for related workshops and product offerings to help you implement the information.

Drivers, Schedule Your Tune-up

2008-07-24T05:47:00.004-06:00

Imagine this message flashing across your computer screen: “Marketing plan 15% life expectancy; B-1 Service due.”

Why not? My car flashed that message and I obediently called the dealer, scheduled and paid for the service. So I found myself wondering about the feasibility of a systematized marketing maintenance plan. I can hear the screeching of disbelief now.

“If marketing were an exact science, we’d all be doing it better.”
“Doing business without advertising is like winking in the dark. You know what you’re doing but no one else does.”

Granted, it’s a crazy idea. Even with a fairly limited number of clients, I find systematization difficult to achieve. On the other hand, fantasize. Just for a moment, think about the following sub-service or maintenance categories:

Customer Survey – What do users of your product or service have to say about it? (Capture real words, not ones from an actor’s mouth in radio or tv commercials) Are there any recent testimonials of customers? Are those words incorporated into the marketing plan? Like an oil change, a survey can provide basic information and ensure that your marketing and advertising is on track.
Branding Examination – When did you last review every piece of collateral? What needs updating? Can your materials be improved? Does every piece carry identification – specifically, name, address, website and phone? Is there a look and feel to the overall presentation? Have prices changed or people moved? All too often I see businesses with shabby, incomplete, or incorrect items.
Referral Language – Do your customers know what constitutes a good referral? Have you asked them to give you one? No, not just thought about it…really asked.
News Release – How do you let the general public know about events? Written any news releases lately? What about submitting calendar items? The outreach responsibility is ongoing and if you did something last year, it’s probably time to update it.
Touch Points – From the appearance of the front lobby to the design and quality of your business card, each touch point lets you communicate sincerely with your customer. What message are you sending? Is it extra value every time? What about customer care?
Website – Ever had the feeling that it looks good but doesn’t do much. What action do you plan to take?

Endless possibilies for the marketing service check exist. Then, consider the major tune-up or main service that a car requires. Your firm deserves the same minimum. With that in mind, can you discuss:

Your ongoing plan for news releases and general publicity with a news conference thrown in just for good measure.
Budget and plan for advertising with a list of every organization to which my firm belongs. Wait. A colleague tells me this fantasy is getting way too specific. Maybe I’m dreaming about a goal for the year and a method of evaluating every expenditure. You’re right. I’m dreaming.

Regular preventative maintenance for your car is the best way to ensure reliability and safety. Likewise, regular maintenance for your marketing plan can ensure reliability and effectiveness. So marketers, when will you schedule your tune-ups?

Strategy: Purpose-driven Social Media Adds Snap to Marketing Tactics

2008-07-21T10:50:00.002-06:00

Creative coach and author Cynthia Morris and I discussed social media strategies this morning. Seems that we’re both on LinkedIn and Facebook (Mary Ellen LinkedIn; Cynthia LinkedIn) and neither of us has made the leap to connect these two social media to our other marketing tactics.

It occurs to me many people have the same problem; they set up a profile and then ask, “Now what?” Before you pop the question, “How do you make everything you do work together?” take a moment to think about your overall goal: “Why add social media to your marketing?”

Cynthia and I determined adding social media could help our Internet presence work harder for us, tying together blogs, newsletters, articles, and more. As I asked the “how” question on our Skype call (Cynthia is in Lisbon and I’m in Albuquerque) each of us forced the other to be specific. We came up with a list of seven “to do” items, each foundational in nature, requiring our attention:

Get our profiles updated; NOTE: LinkedIn has a different personality from Facebook so profiles must differ accordingly: that means reviewing pictures for appropriateness and then updating information including work history
Recommend each other
Make our project list public in the working on section
Use the system to make announcements about upcoming speaking engagements or workshops
If appropriate, write notes of value on Facebook wall
Consider joining or connecting with a meaningful and appropriate group; Cynthia mentioned Informed Ideas for Writers on LinkedIn
Give recommendations to others with whom we’ve interacted

What’s even more important, we made a commitment to get these basics done and then produce our social media marketing plan on/before next Monday.

Simple? Yes, these are basic tactics. Social media buffs may be way ahead of the two of us. The important thing to note: we’re in action mode. Check back in a week to see if there’s a difference. And let us know what you’re doing to implement social media into your marketing tactics.

What social media actions are you taking? How is social media making a difference for you?

Got rude? Check if you’re fed up

2008-07-18T09:00:00.002-06:00

Headlines scream recession. Bad economy stories outnumber good ones two to one. And, surprisingly enough, phone calls still go unanswered.

I’m interested in renting space. No call back.
I ‘m renovating a rental for August 1 move-in (note the addition of urgency) and need painting. No call back.
I’d like to reschedule a delivery. No call back.
Could you quote my business? No call back.
My friend (insert name) suggested I call. No call back.
We spoke last week and you requested some information; I’m calling to schedule an appointment. No call back.
I’d be happy to include your company in this advertment and I need this. No call back.

Maybe you haven’t encountered the phenomenon: contact a service provider, explain that you’re a potential customer, leave a message and get no callback. Marketing Troubleshooter Mary Schmidt outlined a different version of “Got Rude?” in her post Am I an Account or a “Valued Customer”?

The first law of business: take care of the customer or prospect. Now, we’re not talking about red carpet treatment here. We’re simply suggesting common courtesy. I understand courtesy gets low marks in the buzzword columns. There’s nothing sexy about “nice” and yet, I find that a little nice goes a long way. In my Mother’s day the saying went: “You catch more flies with honey than with vinegar.”

How can you use courtesy to increase sales?

My recommendation: get nice. Try basics. Make a commitment to return your calls. All calls. Consider it karma; if you return calls, maybe yours will be returned.

In person, put away the Blackberry and the iPod when a prospect stops by. Take the time to connect, to make eye contact, to listen and ask a question of the person. Treat them with respect.

The world could be immediately a better place if we each extended more common courtesy. What’s more, business would be better and would certainly get accomplished more easily. Try it. And let me know how it goes. One thing I promise. You’ll get a call back.

Want more business? Focus on current customers.

2008-07-15T07:51:00.002-06:00

Strengths: 400 active clients.
Weaknesses: Heavy concentration in
bookkeeping.
The light bulb moment: Opportunity: Educate bookkeeping clients on other services.
The SWOT exercise can prove beneficial. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. A mini strategic planning element, SWOT frames your business from a different perspective.

The accounting firm in this example realized they could prospect for consulting customers from their existing database because many of those customers had no information about other offerings; the firm had no program in place to tell and resell their story.

Converting a bookkeeping prospect to an additional service may be far easier and less expensive than soliciting new customers. Yet this is a step many companies overlook as too obvious. Customer loyalty makes sense (dollars and cents!) even though it is not a standalone strategy for growing a business. Nothing sells itself.

Most service businesses can use success more effectively. How so? Instead of focusing exclusively on soliciting new customers, consider keeping and upgrading current customers. Here are three ways to build loyalty:

Start and consistently use an effective email program to communicate inexpensively and regularly with clients.
Develop a targeted advertising campaign to focus on increasing specific business segments.
Request referrals on a continuing basis and be fanatical about following up with any leads generated.

You too can increase your business. I’ll talk more specifically about each of these strategies in other posts. Meanwhile, think about your own situation. Could a SWOT evaluation be in order?

Activate the Birthday Loyalty Program for Your Business

2008-07-09T07:57:00.001-06:00

I’ve never met Lewis Green, author of Lead With Your Heart. I first “got acquainted” with him after commenting on his blog in August 2007. When he confirmed my contact information with Plaxo I thought nothing about it. From time to time I received his e-newsletter but didn’t feel compelled to respond. That changed when he sent me a birthday card; I immediately elevated Lewis Green to awesome status.

You see, Lewis Green built customer loyalty by noticing something important to me. He used a process that others dismiss (automated marketing) and made it personable.

My birthday is the most important day of the year to me. It’s a time to pamper myself and feel special. Because someone I didn’t expect to notice remembered my day I extend warm feelings to him and his business. I have a new respect for his datebook and ability to walk his talk.

Like Lewis, Mary Schmidt walks her talk. Instead of sending me a common birthday card, Mary wrote on my undeveloped Facebook wall, continuing her social media strategy and forcing me to do the same.

Many service providers look to build grandiose customer loyalty programs. Simple wins. As a result of this loyalty lesson, I recommended a birthday program for a customer yesterday. It was on my mind. Thanks, Lewis. Not only am I taking a customer loyalty lesson from you, I’m putting birthdays front and center on my customer calendar.

What can you do to augment your loyalty marketing?

Leverage Public Relations for Monthly Visibility

2008-07-07T20:56:00.001-06:00

A public relations program sounds intimidating and for that reason alone, most small business owners never commit to such a thing. Their laments include “What do I have to talk about that’s new and different?” or, “How can I interest my customers in my business when I’m doing all I can to survive?” and, “There are so many other things to take care of, why should I even care?”

It’s the last sentence that gets the attention. In the rush of day-to-day commitments, one more marketing-type assignment can push a person into overwhelm. For some, two “stories” about the business is a stretch because the owner hasn’t looked at the business from a creative perspective.

One press release per month may even seem doable initially. Eight to ten months into the program without significant results it can seem like a drain of time. That may be precisely the right time to keep the pressure on. Statistics show that most of us give up too soon. It’s because of this tendency to quit that I suggest developing an editorial calendar outlining your PR focus in advance. While changes can be made, the discipline of having a plan in place prompts inspiration during busy times.

For example, July is a good time to preview the balance of the year. List each month and then note major events for that month. If there is no special event, consider a theme. One spa owner uses summer months to discuss natural herbal remedies. Her news releases for each month focus on aspects of growing and harvesting the herbs. Pictures of the garden beds accompany each story and get posted in her online media room.

An accounting firm that I know uses a canned newsletter to talk with their clients each month. Some simple rewrites and links let the administrative assistant personalize an e-message for clients and prospects. The firm acquired two new customers thanks to a particularly appropriate tax tip and a manner of presenting that said “We care.”

Another entrepreneur assigns a different department head to develop a “story” about their division. The ideas get submitted to a professional copywriter who polishes them to feature stories or case studies and the company then owns new collateral pieces. Some may become sales “one sheets” and others could get posted to the website in an online media room. Portions of the finished pieces can also be used with direct mail letters.

While these ideas may not meet a traditional view of public relations, they offer ways to communicate effectively with critical audiences important to your company. Take the time to outline ideas you could use as PR stepping stones during the rest of 2008. Download a one page pdf editorial calendar here.

Then, ask yourself: how can reframing my business present a fresh public relations perspective?

Celebrate! Enjoy the Fourth of July Today

2008-07-04T06:35:00.002-06:00

I grew up using holidays as markers and the Fourth of July marked the beginning of the end of summer. School would be starting soon. July is my birth month and for a child, a birthday is the halfway point between the delight of Christmas and the wonder of owning your own red-letter day.

As a teen, the Fourth of July served as a high point; we went to town and partied, eating junk food and watching fireworks. During my early adult years, I scheduled vacation around the Fourth of July because I could make a long travel trip on few vacation days. Once again family and friends made the day special.

Julys passed and I noticed other views of the date. During the Centennial a sense of history and celebration infused the country. The wave of patriotism continued, particularly after 911. Our most patriotic day of the year is probably the Fourth of July. (From flag-themed ear rings on a cashier at Whole Foods to red, white and blue veggie chips at Costco, the visual representation of a Fourth celebration knows no bounds.)

Today, as an Albuquerque Independent Business Alliance board member, the Holiday is built-in perfect. Independence Week July 1 – 7 marks a time to focus on locally owned, independent businesses. The organization ties in with its national counterpart, American Independent Business Alliance, posts a billboard and touts “shop local.” Why? It's about community.

It occurs to me, the underlying importance and joy of sharing with family and friends never goes away. Take a moment to enjoy those around you as you celebrate the Fourth of July today!