The ProfitMeister Blog

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!

Review : Walking Your Talk Requires Taking Your Own Medicine

2008-07-01T06:39:00.001-06:00

In the list of things “I love to hate” add: swallowing my words. Then, call Mary Schmidt, fellow marketer and AIBA Board Member and tell her I did it!

Some time ago I blogged about taking my own medicine and following the recommendations I give to clients. Several weeks later, I can report definable progress.

My company website, MyConnectingPoint.com talks much more clearly about what I do. It links more effectively to my blog and newsletter, ProfitMeister. I can say I walked the talk:

I got clear about what I wanted people to do when they visited MyConnectingPoint.com – sign up for my newsletter and read my blog
I wrote and rewrote the copy. And then I had someone edit my rewrites
I took into consideration the high value of the left hand side of my home page, placing my blog advertisement and newsletter subscription request there
I added pictures that reflected the real me, rather than staid headshots
I talked with my clients about their experiences and then used their quotes with permission
I shortened the copy and tightened the number of pages on the website
I studied keywords and continue to work on that. (NOTE: previously, I might have waited until it was perfect to finish.)
I got on the webmaster’s schedule and coordinated with him
I proofed pages and suggested graphic improvements. (My webmaster, Randy Savage managed to be one or two steps ahead of me in providing solutions that met my expectations.)
I “went live “ yesterday and emailed another question to Randy this morning; the list for next time can begin now.

The point: updating your website is a process. I’m confident that the website I now have will continue to evolve as my business does. The best part: the worst is behind me; I’m far clearer now when I talk with my customers. What’s more, I now know what they go through when they decide to upgrade their website and do “business as usual” in the process. Yes, (sigh) it’s a process.

Viva la Difference! By the way, what is it?

2008-06-26T08:50:00.001-06:00

“Whoopeee! Another realtor.”

Realtors are a dime a dozen at the moment. In the current economy, they face increasing pressure to perform and that requires differentiating. The current report of the Greater Albuquerque Association of Realtors presents the area as a buyers market with 1,965 listings lasting an average of 68 days on the market.

So, as a realtor how do you shine in this kind of market?

Differentiation. No matter what label you give it – unique selling position, elevator speech, or distinction – your difference separates you from the competition. Defining your difference means finding and highlighting the things interesting to your audience.

NOTE: This everyday question could and should be addressed by every business professional, not just realtors.

The realtor I referred to had a news release prepared for local papers. Now, the simple news release can work for nearly any company. I talk about the how of news releases frequently when I talk about online media rooms and I’m presenting a Lunch N Learn today for AIBA; participants leave with their own news release begun.

For realtors, the challenge of differentiation may seem overwhelming. Sally (her name is changed to protect the innocent)had significant homebuilding experience behind her. In speaking to her marketing tactics, I recommend she capture and highlight her expertise with a special page on Facebook. Sally had already begun a Facebook page.

Social media works if one works the media. (See my post of June 2, 2008 on LinkedIn.) Sally can post her news release on Facebook. She could invite connections from prospects. In this new phase of her career, Sally might ask homeowners with whom she worked previously to recommend her. She could also provide links to any media coverage of her award-winning homes.

Further, I suggest Sally write a special report using her expertise as a builder to offer prospects information they might not from other realtors:

10 structural things to look for in your next home
20 Insights to the Well-Built Used Home

If Sally can’t write such a report, she could hire it done from a ghost writer. I’m certain that her 20-plus years as a contractor and builder offer her plenty of stories and information that a professional could develop.

Once the Special Report is complete, she needs to build a prospect list of her own. One way to do that involves responding to email requests for the report; in addition she might offer it to prospects who gave her their contact information on Facebook, in the broker’s office, or at other places where she can post a flyer about her offering.

Her ultimate goal: become the expert, the go-to realtor in that arena. This approach would differentiate her from dozens of other realtors who don’t have the hands-on experience as a builder.

It’s not a get-rich quick scheme but then almost nothing is. This approach highlights a true difference and separates Sally from hundreds of other realtors. Now Sally can begin to influence future buyers.

How do you plan to highlight your difference?

Leverage Independence for Independents

2008-06-24T08:14:00.001-06:00

Celebrate July Fourth with a Close Look at the Value of Sustainability!

What do John Adams and Thomas Jefferson have in common? Founders of the constitution, early Presidents of the U.S. and feuding friends, these two fiercely independent Americans stood proudly for their beliefs. Both died on July 4, Independence Day, a day marking the celebration of independence and independent businesses in communities across the country.

Organizations like Albuquerque Independent Business Alliance, AIBA, present opportunities to their membership for involvement and fellowship annually during “Independent’s” week
AIBA’s Indie Week 2008 urges businesses to be smart and think green in an effort to help make Albuquerque a sustainable leader. The celebration includes a fiesta at LEED Gold Certified Jefferson Green, the offices of Dekker/Perich/Sabatini .

Attendees will experience one of the leading examples of sustainable architecture in the country, discuss becoming a vendor with the City, learn more about alternative transportation, growing a water-wise garden, green considerations in remodeling your office, the “Great Streets” project, and why buying locally produced food makes a difference in our economy and food supply.

More importantly, independent businesses can combine their efforts to be part of an organization dedicated to nurturing and sustaining a value as American as they come: independence. Join the independents!

Marketing 101 - the Mini Marketing Plan

2008-06-19T18:38:00.002-06:00

The success of marketing plans, in my opinion, comes from consistent and persistent adherence to a plan. And, the secret of planning lies in keeping it simple. Remember that acronym K.I.S.S.? Keep It Simple, Sweetie.

Because yet another association asked me about a marketing plan, I’m reviewing the “how-to” steps for a mini marketing plan that I refer to as Marketing 101:

Pick three tactics. Three gives you a specific number on which to concentrate. It’s enough to allow for a mix and not so many as to get one mixed up. For a trade association, the marketing plan tactics might look like this:
a. Email notices to membership
b. Website – posting of updated information
c. Postcard/flyer/brochure – collateral materials for board members and other involved parties to use
Once tactics have been identified, schedule a timeline for implementation, setting dates as far into the future as necessary to meet the goal.
a. For example, the trade association promotes an annual conference. Identify the weeks (by date) between now and conference and note what tactic (if any) will be used each week.
b. Define themes for the communiqués in order to create more impact. A repeated theme provides effective frequency – people have to hear something at least three times in order to get it and seven times in order to act upon it.
c. Note due dates by project parts: for instance, a flyer requires graphic production, then committee approval before it can go to press, so a “real” deadline might be 10 days in advance of the due date.
Assign responsibilities for each tactic and begin to move your project forward. In other words, implement the plan.

One caveat: know there will be other opportunities, other tactics that beg to be incorporated. It’s possible to change and be successful, although not likely. In today’s world, there are simply too many variables. Instead, it’s KEY to move forward, based on a plan that works adequately. You can enhance, improve upon and revise your marketing plan at any time. Just don’t neglect, abandon, or abdicate without realizing your outcome will be severely impacted.

By the way, I can hear the hooting from my friends in the business who think that this is far too simplified …kindergarten, not marketing 101. Simple works, people. Could the K.I.S.S. Marketing Plan work for you?

Notable and Quotable

2008-06-17T15:41:00.004-06:00

“In 2007, 5 of the top 10 best-selling books in Japan were written on a mobile phone.”
--Brent Lewis, Director of digital commerce at publisher Harlequin
As seen in Fast Company, June 2008

Talk about inspiring comment. This little piece of information has haunted my waking and dream moments for a month. C’mon! Books written on a mobile phone?

Let me begin to identify the questions this brings to mind:

How large were these books? My thumb hurts from texting a page, let alone a book.
Who edits these books? I’ve seen email I’ve texted. It’s not pretty. My editor has enough trouble with my regular writing.
What kind of phone are we talking about? The Verizon 6900 battery would probably last through chapter one!
Where are these people that they have to write on a phone? Isn’t it worth taking the computer? What about pen and paper?
Are these best-selling books being compose on the subway? at a restaurant? in a company meeting?
Is Harlequin getting this kind of demand for romance fiction?
Are authors this inspired that they can pound it out with best-selling style on a mobile phone? Puh-leeeeeze.
What am I missing? Is this some kind of trend I need to watch?

I’ll grant you one thing: I’m looking at Fast Company July with a whole different attitude.

Marketing Works! Pre-planning Gives Impetus to a Relocation Event

2008-06-13T06:43:00.003-06:00

“And they say marketing doesn’t work!” Dallas Nessleroad looked proudly around the room. As director of design and production for EXHIB-IT! Trade Show Experts, Dallas takes responsibility for the success or failure of events and this one got high marks for success. Dallas, Marketing Director Audrey Anderson and all EXHIB-IT! employees collaborated on the event. It showed.

Business professionals, dignitaries and customers networked, munched and roamed in a shoulder-to-shoulder crowd proving against all odds, EXHIB-IT! conducted one of the best-attended re-grand openings of the month.

Lots of people repeated “Marketing works!” during the official ceremonies. Some of the things done well:

E-marketing campaigns from EXHIB-IT! let customers know about the event.
Announcements from alliance partners and sponsors were part of other newsletters as well.
An ad event was posted on the front page of the EXHIB-IT! website.
Sponsors received recognition at food and drink booths as well as in banners and pre-advertising materials.
Early and frequent notices of the event got it on calendars.
Personal phone calls followed email and further reminded participants to attend.
Free food and entertainment served as a draw.
Local Chamber of Commerce officials and ambassadors completed an official ribbon-cutting ceremony.
The Congressional delegation sent representatives.
State delegates were present.
EXHIB-IT! customers sponsored activities.
You could easily recognize EXHIB-IT! employees; not only did they wear matching lavender shirts, they sported new, flashing digital name tags.
Local media representatives snapped pictures and jotted notes throughout the evening.

Marketing does work. It's the result of everything you do and an event like this one only underscores that fact. EXHIB-IT! CEO D.J. Heckes earned the right to be proud. Congratulations, D.J.! Well done.

Press Release Grader Raises the Communication Bar

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

You schedule an event, slam out a press release and send it to every publication in town. When nothing happens you blame the media for not picking up your story. A busy news day overshadowed your information.

If this scenario sounds familiar, you may not care about Press Release Grader. This new tool lets you evaluate your press releases for free. Simply cut, paste, and wait for your report.

It takes less than 60-seconds to display your score. Like a teacher with a red pen, it reviews basics: word count, sentences, link count and readability or minimum education needed. Then, PressReleaseGrader offers simple suggestions for improvement.

For example, it suggests that every release carry an “About Our Company” segment at the end. PressReleaseGrader compiles basic factors from various public relations experts with advance options from the Internet; the result provides a sense of overall effectiveness.

In one release I submitted, PressReleaseGrader reminded me:
“The anchor text for this link is a duplication of a prior link. For SEO reasons, it is generally advisable to use unique anchor text with specific keywords for each link in the release.”

In addition to Link analysis, the tool looks at Keywords and spotlights “Gobbledygook Words” – those like the word “unique,” – overused and lacking specific meaning.

What a present! If you doubt this could work, watch the video about the Grader tool.

Now anyone can evaluate a press release for free. Of course, if you prefer to think that it was a busy news day, you’ll probably want to pass on the tool.

Paint by Number Marketing? Easy as 1-2-3

2008-06-02T11:55:00.001-06:00

Remember when you connected the dots and got a pretty picture for your trouble? Easy. Rewarding Uncomplicated.

What if marketing could be that simple? I wouldn’t put myself in the technophobe category, but I admit that my eyes glaze over sometimes when I must jump through hoops to accomplish a goal.

Take LinkedIn. Until now, I accepted invitations to link as they came my way; beyond that, I had no proactive strategy for this social medium, nor did I clearly understand how, or if, it enhanced my marketing.

Fortunately, Jason Alba, author of “I’m on LinkedIn – Now What?” painted the picture for me. He outlined a way to make LinkedIn work harder, beginning with profile completion. (Look at his profile and compare it to yours, for example.) As he explained, LinkedIn helps you do the following:

Find others and be found
Leave a positive impression
Increase your networking
Promote your website
Use your new contacts off LinkedIn if you choose
Make recommendations
Gain recommendations

Just as the paint-by-number pictures of old came to life when you connected the dots, so did this. Jason highlighted the added value that LinkedIn can provide and made a clear case for ease of implementation. In just a few minutes, I put a number of his suggestions into action.

I now understand. Understanding creates belief and from belief comes strategy. I look forward to making LinkedIn an effective part of my online marketing strategy. Tell me, is it working for you?

Five Signs Threatening Your Collaboration

2008-05-28T08:27:00.003-06:00

I remember Coletta grabbing my left shoulder, shaking her finger at me and stating in no uncertain terms: “You’re known by the company you keep, young lady.”

As I talked about affiliate marketing this week, that conversation drifted back to me. Mom set some clear boundaries. Her parameters contained a common thread: trust. She extended trust until a violation occurred. Then boundaries changed.

What if I applied that thinking to today’s world?

Social networks like Facebook, LinkedIn and MySpace make collaboration easy. Outsourcing sites like Elance match freelancers with employers. ClickBank offers dozens of opportunities to add products to your offerings. Working together in these or other relationships implies joint responsibility as well as trust.

Consider these five red flags that can choke collaboration and then apply one of Mom’s adages:

Your partner collaborator misses deadlines. In one case, the deadline for a book collective is now 18 months overdue. Re-evaluate. Constant re-scheduling covers other problems. Question and define those problems. Mom might point out, “Don’t change horses in the middle of the race.”
The scope of work remains cloudy. From past experience I see that projects undefined morph into new problems. Clear parameters set at the beginning and benchmarked along the way mean a higher chance of success. It makes sense to articulate opportunities and then further define them in writing. Get the questions on the table early in the game. Mom said, “The devil is in the details.”
Promises go unfulfilled. One can forgive and note transgressions. As Mom put it, “Give him an inch, he’ll take a mile.” Be wary of those who don’t value commitments. See flag #1: re-evaluate.
No common courtesy exists. Life is too short to work with jerks. A simple thank you or some follow up goes a long way. Once again, the adage Mother used to quote: “You get more flies with honey than with vinegar.”
Frequent mis-communications. “You made your bed, now lie in it.”

My Mom celebrates her 80th birthday today. Happy Birthday, Mom! I owe who I am today in major part to you. All in all, Mom made life sound pretty simple. Why not? As she said, "If one has only a hammer, all problems look like nails!"

Consider collaboration from a new perspective. Run it through the five flag filter.

Still chasing Your Online Media Room?

2008-05-26T15:11:00.003-06:00

One hundred forty seven days into the 2008 and what reasons excuses do you name for not having your media kit complete?

Memorial Day, the summer kick-off holiday, marks the timing for this post, the time to evaluate progress year-to-date and the time to plan the second half of the year. Bottom line: if these statements sound like you, it time to make a change:

When I need a media kit for some big event I’ll pull one together; no need to work on that now.
I don’t have time to do this; there are other, more important priorities for my business right now.
This doesn’t apply to my business; engineers (or accountants, or nurses, or, put in the name of your profession) don’t do it that way.
I don’t know where to begin; building a media kit or an online media room sounds overwhelming.
I can’t afford to do that; even though I don’t know what it costs, it sounds expensive.

OK, I get it!As a small business owner, you have every right to protest another piece of work, especially one that seems so simplistic. Your marketing designee is working on a “campaign” after all. Brochures. Collateral. Big pieces.

I understand how you feel; I’ve even felt the same way and in the process deflected my own deadlines. (Read one of my previous posts - Saturday May 3, 2008 about taking my own medicine.) So, are you sick of taking the easy way out?

Cynthia Morris, author, speaker and creative writing coach, offered a perspective on projects with this comment on Copyblogger recently:
Is the “F-Word” Really So Bad?

It seems to me that applying the “F-Word” to your media kit or online press room might move the project forward. In fact, I challenge you to use the five step method Cynthia recommends. Here’s how it might look in practice if you were considering applying her system to the online media room project:

Identify your motivation.
Visibility begins at home; I now make my business a priority for additional publicity as I complete my own online media room.
Commit to a project.
I complete the official biographical sketch for my media kit on or before 5/31/08 and post it in two places.
Build structure.
I spend the first 30-minutes of each day on media kit/online media room marketing activities for me. Each evening before I finish for the day I list my first marketing task and leave that folder on my desk.
Stay on track.
I set a timer and work against the countdown in order to meet my goals.
Acknowledge and celebrate completion.
My reward for completing this project: Tuesday, June 10th off from work.

How do you feel about applying the “F-Word” to your project?

Synergistic Tactics Generate Success Online and Off

2008-05-22T06:50:00.003-06:00

“Synergy means that the whole is greater than the sum of its parts. It means that the relationship the parts have to each other is a part in and of itself. It is not only a part, but it’s the most unifying and most exciting part. The creative process is also the most terrifying part because you don’t know exactly what’s going to happen or where it is going to lead.” –The 7 Habits of Highly Effective People, May 21 Calendar posting

A single media tactic seldom works because it lacks synergy. For that reason, I tell people to pick three. An Online Media Room won’t work as your only media strategy, for example. Cynthia Morris with Original Impulse discovered that. She posted a press release about the shrine movement on her site and nothing happened.

As we discussed the lack of response, Cynthia began to see the parallels for herself. Not even her own subscriber list of 1,400 was aware of her efforts. She incorporated the announcement of her shrine sales into her regular newsletter. In addition, she customized the release and sent it to a number of local media outlets prior to leaving Denver. It was picked up and published by DailyCamera.com, an online newspaper. In addition, several bloggers wrote about the shrine movement.

In addition to the online media room at JourneyJuJu.com, Cynthia used these tactics:

Posting on her own JourneyJuJu.com and OriginalImpulse.com blog
Direct appeal to other targeted blogs on which she’d previously commented
News releases to specific local media
Her own newsletter
Articles posted online

Did it work? In a posting on May 11, Cynthia writes about Dorothy Siaw, the KIVA entrepreneur she launched as a result of Shrine sales. Synergy made the difference.

Have you combined your tactics in a way to create synergy?

Kaizen anyone?

2008-05-19T09:37:00.002-06:00

More than 20 entrepreneurs attended an AIBA-sponsored Lunch ‘N Learn “Building Blocks for the Web,” presented by Emily Leach of Search Engine Academy Southwest. Thanks to Holmans and Don Chalmers Ford, this was a free peek at increased performance on the web.

Like many small business owners, these seminar participants already own web sites and want to increase their effectiveness. Emily reminded the group of four common myths of being on the Internet:

One strategy will work for everyone
All you need to do is build a website and traffic will come
Getting my meta-tags updated will get me to the top of search engines
I only need to be found for my business name on the search engines

Although she quickly exploded these myths and offered a number of different strategies, the value of Emily’s presentation falls into the questions she urged business owners to consider. She encouraged each person to think through a strategy with the query: “How is that working for you?”

The Japanese term kaizen, meaning continuous improvement, migrated into our vocabulary during the period after world war two. It’s a perfect word to describe the attitude with which one must approach the Internet.

What do you get from your web site? Is it currently working for you? And, if the answer is “no,” or, “not as well as I’d like,” what do you plan to do about it?

How do you walk your talk?

2008-05-14T17:17:00.002-06:00

I ask the "walk your talk" question with all sincerity. No matter what you say, (or don’t) you’re building your reputation.

I first met Jason Varley in 1999. Young, talented and enthusiastic, Jason threw himself into the broadcasting business, living and breathing radio. From programming to voice-overs to sports play-by-play Jason did it all. In spite of a good connection, I lost track of Jason during the next few years.

Recently I met him for lunch and rediscovered his enthusiasm. He’s now in business for himself and has named his company High Five LLC. “I want raving fans, not just customers,” he explained. "This was a name to conjure that."

Jason fixes computers and does networking, server maintenance and more for small businesses with the same dedication he gave to broadcasting. His six certifications and specific list of tasks underscore the care and quality of what he does. I'm impressed with the fact that he works by referral only. His biggest concern when we spoke: “How can I be sure my customers are pleased?”

My reply: “Walk your talk.”

Jason didn’t write out his formula for success in exactly these words, but here’s how he gets the job done:

Do what you say you will do
Be fair
Ask for input and listen to what people say
Under promise, over deliver
Have fun
Be good at what you do
Start where you are

Think about your list. How do you walk your talk? (Hint: Do you walk the talk so well that your business can thrive on “referral only”?)

Add V-v-v-Voom! with a Kudos Sheet for Your Online Media Room

2008-05-12T06:37:00.001-06:00

Building collateral materials for your online media room can be as simple as taking note of the kind words or praise you receive.

The word kudo has roots in the ancient Greek word kydos, and literally refers to “that which is heard of.” Your achievements on a nonprofit board for example, can earn you praising remarks known as kudos.

Leverage the success of your business by letting others know about your fame or renown with a simple kudos sheet. New authors, persons making career transitions, professional speakers and service providers of all kinds can make good use of a kudo sheet.

Kudos sheets begin as a collection of praise. I differentiate between a kudo and a testimonial in tone. The kudo is informal and frequently without full accreditation. Consider these kudo notes from seminar participants:

“This presentation was useful for our business and humorous, too.”
“You presented in a non-threatening way for the not-very-technical among us.”
“This information is invaluable for all small businesses that want to grow.”
“The before and after examples made this effective.”

The kudos sheet is a first step to add power to your web site. When a customer doesn’t give permission to use a name with a positive remark, it’s a kudo. Initials-only-comments are kudos at best. The specificity of a comment combined with a name, business or identifier and location build a kudo to testimonial quality. We’ll focus on testimonials in another blog post.

If you don’t keep a kudos sheet, begin one now. Use your kudo sheet to promote. Or, use it as an internal tool, one that generates positive feelings and reminds you how far you’ve come.

Even if you choose to never publish your kudos, you’ll enjoy reading through the comments. And, you can prime yourself to begin asking for additional specifics as well as permission to use names and then build a testimonial.

Clarity Begins at Home!

2008-05-03T07:37:00.001-06:00

I confess to taking my own medicine. Fellow blogger Mary Schmidt emailed me a question about identity: “who do you want to be when you grow up?” she asked.

Truth is, I don’t want to grow up. However, I concede she had a point because I had identities – different emails, different company names – floating around. Schmidt referred to three URLs: Merrigan Group, Connecting Point Communications and ProfitMeister.

Had I thought, I’d have babbled to her: Merrigan Group, LLC, the name of my business came first. (It’s been difficult to let go of my name!) The business, Connecting Point Communications grew out of my expertise; connections were a focus. When I developed a newsletter I named it ProfitMeister, acquired the URL, and the rest is history. Confusion reigned.

I’m reminded of the adage: “The shoemaker’s children have no shoes.” My website development has been on the back burner for a number of reasons. It’s the conundrum that many solo-preneurs face: work on other people’s business or work on your own.

If one of my clients had this problem I’d suggest that they do a bit of both and begin immediately. That’s my assignment now through the end of the month. Good. It’s out in the open. I’d like to say that I feel lighter, as if a burden had been lifted from my shoulders, but the truth is that the “to do” list just got longer. Nevertheless, I’m on it!

I’m taking my own medicine and doing it now.

Art Marketing Advice Goes Viral

2008-04-29T17:52:00.002-06:00

Preparing and promoting your online media room just got easier for artists thanks to art marketing advice from Coach Alyson B. Stanfield.
I’d Rather Be in the Studio! The Artists No-Excuse Guide to Self Promotion is a quick read full of practical ideas and action steps.

I contacted Alyson to discuss a presentation to graphic artists and was delighted to discover she shared my interest in and appreciation for online media kits. In her chapter, “Be a Media Magnet,” Alyson suggests adding a dedicated media kit to your website. Her must-have items align with mine (news release, bio, contact information as basics) and she outlines a specific treatment for high resolution images, perfect for artists.

Alyson walks the talk, providing a media room of her own and more importantly, including a clear self-promotion letter as part of her book review request. What I liked about Alyson’s package:

She included a bookmark with my copy of the book
The cover letter with the book gave me specific promotional options to consider
A “REVIEW COPY” label clearly marked the book
The tone of the letter was upbeat, conversational and friendly
The book was well-organized and easy to read
The stories were believable
The testimonials were true
A thank you to two coaches (creative writing coach Cynthia Morris and life coach Rachelle Disbennett Lee) made the book of special interest to me

Throughout I’d Rather Be in the Studio! Alyson challenges artists to move from the background to the foreground, keep art as a primary focus, and create a workable promotion plan. She also cautions: “no whining!” an admonition I love. Unlike many inspirational gurus Alyson also adds specific steps (applicable to real life) to make going from obscurity to familiarity a distinct possibility.

It occurs to me that this volume could work for any profession, particularly one that involves creativity. One thing’s for sure: the artists I know will hear about this work. Given an occasion, I may even buy their copy!

Online Media Rooms: 15 Considerations in Favor of Implementing an OMR for your firm

2008-04-24T06:15:00.002-06:00

An online media room works 24-7. While you sleep, it’s garnering attention from latitudes and longitudes not even on your radar. As you play, your online media room presents ideas to customers, prospects, and yes, media types. During the time that you meet with others, your online media room presents your story over and over to anyone who looks, listens or otherwise stumbles on the site. The good news and the bad news: the online media room works 24-7.

If you have a plan to present your company to the world, an online media room can serve you well. Consider these 15 aspects of an online media room:

An online media room informs; your company’s current press releases, for example can be easily displayed. Each of your five critical audiences – stakeholders, customers, employees, your community or the general public and, of course, the media, can be served with an online media room.
The online media room provides a natural Search Engine Optimization (SEO) program so your site rises in search engine rankings. Studies show organic SEO like this is favorably regarded.
The online media room provides additional frequently updated content, another search engine attraction factor, for your website.
An online media room smoothes the way for a reporter, making it easier for them to do their job because they can access information at their convenience.
The online media room offers different story ideas to tweak interest; this can serve as a story generator, providing angles that might not have otherwise been considered.
An online media room shows you’re on the cutting edge, conscious of your firm’s online perception, a leader in your industry; it might place you ahead of your competition.
An online media room offers your version of a story, so you direct the news.
Online media rooms begin the viral marketing story so that you connect with the world. Digg this, for example, at the top of a press release lets readers more easily share information.
Online media rooms provide consistently updated information which means ongoing opportunities to connect with potential reporters, bloggers, or interested stakeholders.
An online media room collects key information placing background, general facts and current news in one place. This is convenient for media as well as other users.
Online media rooms represent a transparent way of accessing media and can give reporters and publishers access to the inner workings of your company.
An online media room requires planning of strategies and messaging for effectiveness; the benefits derived from attention to these themes spread to other communication methods within a company.
Online media rooms can link to previous coverage, company history, or meaningful accomplishments and thereby provide a more complete picture of your firm.
Online media rooms let a company show its character by providing an overview equivalent to putting the best foot forward.
An online media room partners you with technology in a way that lets you tell your story in your way to a variety of audiences on the web.

If you maintain an online media room on your website, tell us why. Do your reasons differ from the ones listed here? If you’ve not yet committed to an online media room, when do you plan to start?

5 ways to build Customer Loyalty

2008-04-22T07:58:00.005-06:00

ProfitMeister guest post by Heather Johnson

Heather Johnson is a freelance business, finance and economics writer, as well as a regular contributor at Business Credit Cards, a site for business credit card and best business credit card offers.

Many companies deny the truth that about 80 percent of your business comes from the same 20 percent of their customers. But if you are aware of this crucial fact then you’re ahead in the game and it’s important you keep this in mind at all times. If you can retain a solid customer base you’ll have a better shot at being a success. Here are some tips to consider when you try to build customer loyalty:

Reach out to your customers. It’s important to make your customers feel respected. Keep in touch with your customers through mailings, e-mails or simple holiday greetings. If you communicate with you customer base at a rate that doesn’t annoy them, then you more likely to keep your customers coming back for more.
Customer service is crucial. The way a customer feels when his experience is completed with your company is the most important thing in building customer loyalty. If you train your staff to deal with customers in a thorough, respectful manner then you’re on the right road. Fellow customers talk to each other and if your customer service is poor it will spread through the grapevine very quickly.
Train your employees properly. If your own staff is unprepared to meet the challenge of dealing with customers then that will be evident immediately to your customers. Many employees groan when training sessions roll around but it’s crucial that you take the time to thoroughly train your employees. This will shine through when they deal with customers.
Create incentives for your customers to keep coming back. If you’re offering services that your customers will need more of, it’s a good idea to make it worth your customer’s while to come back to you. If it’s a sandwich shop that you’re operating, make customer’s tenth sandwich free. Customers will be more apt to go to a company that has these types of offers because everyone wants to get something for free.
Be reliable. If you’ve said a product will be shipped to a customer by Monday then make sure it happens. Keeping a customer waiting will foster bad blood and leave them less likely to return to you. If something happens that slows down an intended process then explain the issue to your customer and refund them or offer a rebate to compensate for the delay.

Heather welcomes comments and freelancing job inquiries at her email address heatherjohnson2323@gmail.com .