The Smart Marketing Blog for Small Business Success

How to Close the Gap and Meet High Expectations

2012-01-18T00:37:00.000-08:00

My wife often reminds me, I set expectations too high.

It's not due to an ignorance of reality or the romance of believing everybody is capable of perfection. Instead, it's my core belief and personal positioning that everything should be better than it previously was.

While I have high expectations in my personal life -- I yearn and silently plead for family members to make the "right" decision and I judge myself against ambitious goals and invisible measuring sticks -- I expect the most out of my fellow professionals.

You directed an award-winning campaign? Congratulations. Now, how can we make it better next time?

You've used the same ad artwork in the same publication for the past five years? In what ways can we make this better? Is it new artwork? Maybe a different publication? Is the return worth the investment?

"Always make it better." That was my guiding verse at my last job.

I bought into my self-imposed mantra to such an extent that I had the statement printed in large print and adhered to the outside of my office door.

It was a daily reminder -- to me, as well as the members of my team. It was an umbrella direction for all work leaving our office and arriving seconds later in our clients' inbox.

The consequences of high expectations
Hand-in-hand with maintaining high expectations comes dealing with the gaping void between the expectation and the reality.

I'm currently working with a vendor on a high-profile project that is scheduled to last -- give or take -- the next 14 months.

The project's end product is a direct reflection on my talents; and with that, I maintain high expectations for every round and fiercely protect the project's health.

Closing my eyes, I can see how the project will play out -- I can visualize the sequences, I cut-and-paste layouts in my head, I anticipate receiving a new round, refined to near perfection.

And then reality arrives in my inbox.

The reality is a far cry from expectations.

I'm underwhelmed by the lack of attention to detail. I'm irritated by cutting corners and sloppiness. I'm disappointed. I'm silently pleading with the vendor to step-up and deliver.

I know the vendor's capable of more, of better. But I'm not seeing it. I'm expecting it, but I'm not seeing it.

And if I'm not careful, a single email containing a slap of reality can ruin my day.

The consequences of the gap between my expectations and the deliverable means I instantly stop trusting my vendor as much as I did at the beginning of the project.

I second-guess my decision to take risks and challenge the status quo with my vendor because I'm unsure they can execute my vision correctly.

They lost my trust, and it'll require them working harder, more proactively, and more detailed than ever before to make it right.

Meeting expectations as a small business
As a small business you're even more susceptible to being the cause of the expectation gap with your customers.

This threat begs your daily, personal reflection.

Am I in too big of a rush or am I too distracted right now to do this correctly?

Do I understand how important this project is to my client, not just me?

Am I simultaneously damaging my reputation with my client?

Could this action or my nonchalance be the cause of underwhelming irritation and disappointment?

It's your task to force yourself to answer those questions daily. Julien calls this facing the flinch.

My "always make it better" reminder was two-fold. Yes, it helped guide our practice and avoid tempting shortcuts on a day-to-day basis, but it also silently helped us meet our clients' own high expectations.

Because with every new round, and every iteration of a strategy, they inherently expected it to be better than the last.

Anything less is a disappointment. Anything else is a waste of precious time.

Athletes have a similar approach. When Kobe's Lakers were swept in the Western Conference semifinals, he reflected that the season was "...a wasted year of my life."

He didn't top the previous year's performance, he didn't even match the previous year's performance. Eighty-two games, and nothing to show for it.

He didn't make 'it' better.

It's easy to get too caught-up in the minutia of operating a small business, but unless you focus on how you can make your customers' experience better each time they return, they're going to grow bored.

And their boredom and underwhelming takeaways will build into their own gap in expectation. They expected A and you only delivered B.

Don't allow your customers to seek-out a fresh and different alternative. Be that fresh and different alternative by one-upping yourself proactively.

That's differentiation at its core.

And if you do it correctly, that's something your competitors will never be able to replicate.

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Are You Committed to Winning?

2011-12-22T09:56:00.000-08:00

There's a difference between committing to something and doing it recreationally.

Consider the void between the USC and UCLA football teams. Separated by just 15 miles, these two football teams couldn't be more different.

USC has a tradition of commitment to Rose Bowl victories and national championships, while UCLA's seniors are committed to ditching the last day of practice.

One team is committed to winning, the other is not.

Small business focus and commitment

As a small business owner, are your committed to winning?

The plague of small businesses is their nonchalant attitude about deadlines, accuracy, and doing the job right the first time. In many cases, that attitude is what keeps them a 'small' business. They're not feeding growth and a committed attitude to winning in their business practices.

Contrast the typical small business "I'll get around to it" attitude with Disneyland -- a global empire that has created an environment of mystique, fantasy, and feeling like a child whether you're 2 or 102.

Disneyland execs have measures in place to create that atmosphere. They are committed to innovation and wonder and excitement. They don't cut corners, they amaze.

Their cast members, the decor, the ambience -- every touch point is completely thought out to create and maintain that sense of awe, as if you're truly stepping into a fantasy land. Disneyland is committed to winning.

Why are you a small business owner?

Do you have a small business because you were bored one day? Because you thought you had some extra time to fill? Because it was a financial investment? Because you thought you saw an opportunity to make a few quick bucks?

Or because you are committed to winning?

To be honest, I have one business I'm committed to. I make sacrifices for it -- sleep, recreational time, gray hair, etc.

But I have another very, very small business that I'm not completely committed to.

It's a fun business, it was created spontaneously based on promising feedback. It creates bunches of smiles, and it has a lot of potential to become a novelty in our humble city. But I'm not overly committed to it.

Translation being, I'm not willing to sacrifice my time with my wife, rest and relaxation, or to just 'be.'

And correspondingly, it's not overly 'winning'.

You have to commit to resonate

Commitment isn't just an attitude. It's an attitude that reflect actions

Commitment is:

Sacrificing luxuries -- be it time, money, or relationships
Making the tough decisions
Investing financially and emotionally
Setting priorities and instilling them among staff
Creating and monitoring goals -- then creating them again
Doing it right the first time
Thinking and acting proactively

When you commit, customers and competitors alike recognize and respect it. You have to commit for your message to resonate with your customer.

Frankly, you have to commit to convince and remind yourself that your small business is real and to be taken seriously.

Commitment is a dedication and investment in your own brand. Without commitment, you have to seriously question why you're doing what you're doing.

Talk back

Are you committed to your small business? What's stopping you from committing? Do you think you could allocate your focus more effectively to commit to one project rather than spread across a host? Talk back and leave a comment, below.

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You Can't Take Social Media to the Bank

2011-11-21T11:04:00.000-08:00

If you're anything like me, you're surrounded by friends and businesses alike, bragging about their Twitter followers, their blog subscribers, and their Facebook stats.

But in the same breath they brag about their latest social media conquests, they complain that business is down.

Thus, an article on the disconnect between social media engagement and real, tangible revenue.

Engagement ≠ revenue
Consider the oft-talked about Pepsi Refresh Project.

You may remember in late 2009 when Pepsi announced they wouldn't be buying any Super Bowl ad time (you know that one program where the world actually tunes in just to see the commercials).

Instead, they'd be spending that money on a new social media project -- Pepsi Refresh.

Two years later, at the time of this post's publication, the project boasted 6,422,107 Facebook "Likes," and had 186,491 Facebook users talking about it (liking, commenting, sharing, etc.).

Those are impressive numbers. Truly, consider the reach of those engagement stats compared to the population of the city you live in.

Unfortunately, all those Likes and all that engagement hasn't done anything for Pepsi's revenue.

In fact, sales of Pepsi and Diet Pepsi fell 4.8% and 5.2% respectively in 2010 (WSJ).

What's the real goal?

The ultimate goal in any business is to turn a profit. To increase sales year-to-year. To see a growing percentage of repeat customers.

Those are all revenue-driven goals, as they should be.

If carrier pigeons help you do that, keep using pigeons.

If obscenely-designed billboards are effective, carry on.

If social media aids your journey to a profitable business, then fantastic, keep doing what helps you sell.

But don't confuse revenue goals with social media analytics.

All the likes, retweets, replies, and shares may be encouraging, but you can't deposit them at the ATM.

Social media's role in the bottom line
I'm a vocal advocate for social media for businesses. But as a mix, NOT the sole focus.

And I think a lot of organizations have fallen prey to the lure of 'the next big thing' and ignored the real pay-off of another marketing channel (that's all social media is, another marketing channel) -- ultimately, to increase sales.

But our Facebook likes have increased 45% over last month!

Great, are you beating your quota?

We have 1,500 more Twitter followers than our competitor!

Awesome, are those 1,500 followers actually buying anything?

We have 15 Flickr sets showing off our products in hi-res!

And...? And those Flickr sets have yielded what exactly?

What you should take away

No doubt, social media allows small businesses to compete with industry giants like never before.

But that doesn't mean you ignore those marketing channels that offer a higher return on your investment simply because social media platforms are accessible.

Sure, engaging with prospects may yield new first-time customers.

Just the same, engaging with prospects via social media could net absolutely nothing. Just a casual audience that's no closer to buying from you than they were six months ago.

Like I've noted before, social media isn't for everybody. And just because it's there and available and free doesn't mean you have to use it.

I've made a similar argument for why Apple doesn't need social media. And last time I checked, they had more available cash than the U.S. Treasury.

You may find you're more focused on what really matters -- your product, your customer experience, etc. -- when you're not spreading yourself too thin with phantom social media obligations.

Talk back

Agree? Disagree? Tell me in the comments, below.

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Excuses, Indulgences, and Productivity

2011-10-24T05:51:00.000-07:00

Email tempts.

Text messages tempt.

Sunshine-filled days tempt.

Twitter, Facebook, Google+, YouTube, Quora, Chime.In, and other social networks all tempt together in one fierce, addictive mass.

They all tempt by the lure of something new.

Something you don't know. Perhaps something yet to be discovered.

And they all instantly destroy productivity.

Small business productivity

Inherently, small businesses have limited resources. Whether it's manpower, capacity, or funding, there's a limited amount.

That's why it's even more important for small business owners to understand productivity and how it's threatened on a constant basis.

We have little time to think long-term because we're so caught up in what's happening today.

I'll use myself as an example.

Every time I open Chrome, four pages automatically load -- Google Reader, Google Plus, Gmail, and TweetDeck.

Three of the four tabs are excuses and distractions; they hinder my productivity. But it extends even further than that.

If I was serious about my own productivity, I'd:

only open Gmail, answer emails, finish projects, correspond, and only after all my work was done, move on to recreational browsing.
sign-out of instant messenger and notification services.
turn my phone off, or put it on silent and place it face down (I don't need to see any notifications).
limit my Internet connectivity to when I need to send or receive correspondence.

If I need to focus on working and not being busy, I need to take myself seriously, and self-empower to get it done.

The balance of indulgences

I've written before about supervisors who are overly critical and rarely encouraging.

People need to hear what they're doing right, they need to know they're respected, and they need to know that they're of value.

And the same goes for you, the small business person; there needs to be a balance.

Maintaining that focus on all things productivity is a burden. It's difficult, it's a long-day, it's exhausting.

So in the midst of this hustling, allow yourself some choice indulgences.

Here are some of the indulgences I (try to) allow myself:

An hour every morning and night to read my choice of blog posts, newspaper articles, or a new book.
30 minutes every morning to go on a walk or work-out.
30 minutes most nights to go on a walk or bike ride with the wife.
Strive to be asleep (not in bed working) no later than 11 p.m.
Lazy weekend mornings, sans scheduled activities.
3-weeks vacationing away from the familiar, every year.

Sure, some of them are vital to living, breathing life. Others are simply avenues to my personal happiness.

But you'll notice they have something in common, they all make an effort to be timed and scheduled. That way, my productivity is balanced and remains on schedule.

What's your excuse? What's your indulgence?

It's silly isn't it? We, by ourselves, hold the key to our own productivity.

And we, ourselves, are more often than not the reason for our distracted nature.

We justify our time online, we make excuses we end up believing for why a project is delayed, and roll ourselves into an unproductive rut.

What do you struggle with? Is there something you've done to find and embrace your productivity?

Leave a comment and tell us about it.

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When Did Twitter Become The Goon Squad?

2011-10-10T06:32:00.000-07:00

Why did you join Twitter?

If we're being honest, I couldn't tell you why I did.

I remember signing-up, seeing some familiar faces, not having a clue what to do, and clicking "Tweet" on my first (lame) update.

Initially, my tweets were about what was happening; what was I doing and who I was with. But as I networked and as Twitter grew, Twitter became less about me and more about sharing content.

Taking advantage of brands
Twitter's launch was revolutionary because it put billion dollar brands on the same level as Joe Plumber.

Naturally, that playing field empowered customers -- first-time and long-time -- to have very candid conversations with now-personified brands.

Customers followed companies because they were eager to see a behind-the-scenes photo or receive an exclusive discount code.

The power shifted.

The customer was calling the shot.

The customer followed in hopes of receiving something; something tangible.

Twitter and its angry mob
Twitter's transparency creates an instant sense of vulnerability.

The Internet has always meant that everybody sees everything.

But influential, idea-spreading networks like Twitter now mean that everybody knows what everybody's seen. Its trends move like wildfire, spreading across the nation, literally, in the matter of seconds.

And somehow, somewhere along the way of grasping power, Twitter's users have evolved into the occasional pitchfork-carrying mob.

It happened to the poor sap who mistweeted on the Chrysler campaign and it happened when Kenneth Cole inconsiderately tried to take advantage of the crisis in Egypt.

Most recently, it happened again (and louder than ever) when Ragu offended meal-making dads and then once more when a PR guy explicitly insulted a popular blogger.

And as a community should, followers rise up together, creating a loud retweeting voice to advance their message. They gather around the cause's champion and chant.

Did you hear what Brand X did? Unheard of! Absurd!

I'm not suggesting Twitter's community turn a blind eye to brand misteps. Rather, I'm an advocate for accountability.

But, I've been part of the goon squad myself at times. I've sympathized with the offense, I've felt a portion of the insult, and I'm confident, the best way to teach a lesson is by sharing this horror with my followers.

Surely, that shouldn't be our default reaction.

How I wish Twitter was used

Instead of communicating and bettering ourselves, we're collectively seeking out a brand's mistake, scrambling to break the story, and receive praise for exposing it.

If I break this story, I'm almost guaranteed new followers!

But what's social about that? That's not a community; that's a predator waiting to pounce.

Sadly, there are parallels to the archaic form of email here.

I was always taught if somebody makes a mistake in an email, refrain from replying-to-all to expose the mistake. Instead, quietly mention the offense to the sender. Save them the embarrassment and be the bigger person. They've learned their lesson and they're thankful you didn't exploit the situation.

I can't think of a reason the same wouldn't apply to social media. I know it's what I'd want if I made a mistake.

And while I can see the justification of worldwide humiliation, I'm not certain that's a more effective method of teaching a lesson than helping them save face.

Maybe that's what Direct Messages were purposed for in the first place? It's that quiet, hidden, personal nudge.

What do we gain by broadcasting an offense other than calling attention to ourselves? Is it worth the link bait and spike in traffic?

Instead of iron-sharpening-iron, sides are taken and a battle begins.

Instead of encouragement, people who've never met each other are belittled and their careers ruined.

If this all played out in-person, it'd be the equivalent of a trial turned riot. Socially, Twitter's supposed to be the mixer, the kind, mutually-beneficial sharing platform, isn't it?

Let the goon squad speak
What do you think? Have you had a different experience with Twitter? Do you appreciate the rabid accountability? Is it opportunistic to break a story, or is it the responsibility of the digital professional?

Leave a comment below; let's hear your point of view.

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What To Do When a Prospect Says 'No'

2011-10-03T06:36:00.000-07:00

In the ad industry, some agencies live and die by the RFP.

A business development team sifts through a stack of under-review accounts to determine which opportunity to pursue.

In 2004, I was baptized into this cyclical process in my role as an account team leader at a niche ad agency in Southern California.
Our staff was small, our capacity was limited.

We won some accounts; we lost others.

The agency's managing partner had a different outlook on our business development strategy than I.

He believed if a competing agency was awarded an account -- even if our firm voluntarily passed on it -- it was a loss. Sure, we didn't pursue it, but we weren't seeing new revenue; our competitor was.

How to handle small business rejection
As a small business, leads and introductions are inherent to your business.

Personally, I've received referrals from close friends who are confident I'm the best marketing consultant for their friends.

And while flattering, this isn't always the case.

After an email thread and a few phone calls, some prospects have found my rate to be too high. For some, there simply wasn't a professional chemistry. And for others, it turns out, they weren't a serious shopper; just testing the waters.

But that's okay. Because for every prospect that doesn't convert means I'm more accurately defining my core client.

My personal capacity is very limited and I'm forced to be highly selective about the clients I work with. So I don't consider once-prospects a loss; it's a learning opportunity.

But it's that capacity ceiling and forced focus that ultimately yields fruitful partnerships.

What to learn from prospect rejection

As smart small business owners, we force ourselves to reflect after a prospect loss. We reflect so we can learn. We ask ourselves:

How could I have better assessed my prospect's needs? When you're soliciting prospects, you might find yourself in a rut. It's good to have a well-versed elevator pitch, but not if it means sacrificing unique solutions. So ask yourself, was I phoning it in and not really listening to what really drove my prospect? Was I providing a solution to a problem they didn't have?

Did I stick to my guns? This may be a new business opportunity, but it may not be within your core competencies. Or maybe the prospect wasn't comfortable with your rate. So did you stick to your value or did you undercut yourself, soon to resent yourself and your new client? Remember what makes you unique and leverage that differentiation.

Did I define who I am? This goes back to your elevator pitch. Are you consistently describing who you are and what you do, or does your self description change like the wind. I work with small businesses to create strategic marketing solutions. And my book was written specifically for small businesses seeking effective marketing strategies. When I'm speaking with prospects, they understand that because I've presented it clearly and consistently.

Am I moving on? So a prospect got away. You can either choose to stew on why it didn't work out, or you can conduct a personal post-mortem (asking the questions above), determine how you can improve the next time, and take your energy to move forward with confidence.

How do you handle business development rejection? Do you have any tips to add?

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Why Do You Want People to Read Your Blog?

2011-09-26T03:42:00.000-07:00

If you know how to write, you know how to blog. Pretty simple.

But something amazing happens once you start.

For the wife of a friend, she began writing to herself. "Is anybody reading this? Nobody's commenting. It's like I'm writing to myself."

Why do you do what you do?

It's natural to desire recognition. You wrote something and now you want people to read, nod along, finish, sit back, breathe, nod again, congratulate you, and eagerly tell you what their favorite part of your post was.

But that's not reality.

Far too many bloggers measure their worth by the number of visitors they see.

They rock back and forth in their chair, repeatedly refreshing, desperate to see another unique visitor, another page view.

But why?

They stress about how many retweets and how many comments and how many likes they're getting.

But why?

They plead with phantom readers to subscribe and they're desperate to grow their email newsletter list.

But why?

Why are (the collective) we so focused on this oft-elusive digital currency? And what are you going to do should you find it?

Do you have a plan?

Let's say I'm feeling generous and gift you all my subscribers, all the retweets, all the likes, and all the contacts in my marketing database.

They're yours. What now? What are you going to do with them? What are you going to send to that email list?

Do you have a plan?

Receiving digital currency isn't the end-all, it's the very beginning.

If this is a personal blog, maybe you're simply looking for a stranger to stroke your ego.

Or, maybe you're looking to grow your personal brand and align yourself with same-minded sponsors. Maybe you're just looking to earn a few bucks through an ad network.

If you're a business, by blogging you're providing soft sell content that reinforces a propect's decision that yes, you're the best and only choice. Maybe it's a way to connect with consumers on a more personal and behind-the-scenes level.

Personally, I blog for a few reasons.

On the surface, it's a lot of free content that prospects can browse at their leisure; all of it intended to reinforce my expertise in my field.

On top of that, it's a feeder channel to my book. If you're getting something out of my free content, the next step might be to consider my book, packed full of insight and advice.

Once you've gleaned insight from my book, it acts as a feeder channel to hiring me. One leads to another, and it started with free content.

Lastly, it's a way to clear my mind. Whether on a walk, a bike ride, reading through a book, or drifting off to sleep, I'll come across an idea that weighs on my mind until it's given birth in writing. My blog functions as a way to lighten my head a bit.

In its simplest form though, there's a reason for my writing.

The big question -- are you spending more time worrying about metrics you don't know how to make sense of, or are you spending that time working on producing quality content?

Do you need to have a plan?

I don't think so.

Write to write for you and you alone. That's what Jeff's manifesto is all about. And there's nothing more perfect than writing for you. And whatever else comes of it, fantastic.

But either have a plan and leverage those metrics to develop your plan, or ignore the endless analytics completely, and write for you.

To me, there's no middle ground. Anything else distracts and sacrifices.

So, answer me this: why do you want people to read your blog?

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What You Learn When You Fly Out of LAX

2011-09-19T06:15:00.000-07:00

I hate flying out of LAX.

Not because I hate flying, I don't. But because it scares the bejesus out of the marketing guy in me.

How will you market to all those people?
I mentioned a similar sentiment in my book, recalling a plane trip up through California's Central Valley.

In a plane climbing to 35,000 feet, looking down on sprawling Los Angeles, you can't help but gasp at how big it is -- at how many people all live in one place.

As a small business, you look down at all those houses, at all those cars, on all those streets and you realize -- there's absolutely no way I'm going to be able to market to all of those people.

Why you need a marketing funnel
Fortunately, for most small businesses, you also don't have a desire to market to all those people.

So you take out your marketing funnel, pour in people of Los Angeles and as the funnel gets more narrow so does your target market -- maybe we remove people over the age of 40, focus on those with a plausible interest in technology, highlight one particular zipcode, and implement an income floor at $40,000/year.

Suddenly, it's less about marketing to Los Angeles as a whole and more about breaking down a metropolis into a more managable target market.

Because as a small business, you can't afford a regional print ad buy (it's a waste of money anyway) and you don't have the budget for a multi-code direct mail campaign (you'll get upset when you see your mail crumpled in the trash).

But what you can't afford, you can control. So you control your new target market.

You can't ignore targeted marketing
I preach it, I know, but it's for a reason.

Targeted marketing isn't just for small businesses. The world's largest corporations target their marketing with teams of highly-sophisticated customer models.

They do it because it puts their money to work -- they're not wasting it on households who don't care about their products otherwise.

Historically, small businesses aren't smart.

They set-up shop and turn to traditional medias which aren't targeted:

the local radio station (big, wasteful radio buy that listeners tune out),
the local newspaper (hundreds of dollars for a column or two of space),
the billboard on the main corridor (shoving a minute's worth of content and a bigger logo into a 3-second drive-by).

None of those strategies are targeted. Instead, it's the equivalent of casting a net into the ocean and hoping somebody bites.

If you have a bank account that won't quit, stop reading this and go about your ways stimulating the economy.

But if money's tight and you're already struggling to meet rent, before you spend a dime on an easy (expensive) alternative, do your homework, and find a way to target your spending.

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How Word-of-Mouth is Making You Lazy

2011-09-12T06:00:00.000-07:00

Every day, Christopher walks in to your coffee shop at 7:15 sharp, orders a macchiato, opens his laptop at the corner table and works for the next three hours.

He's a loyal customer; he wouldn't be back every day if he didn't appreciate value you.

Every so often, you'll hear Christopher bragging about your shop on the phone.

"Yeah, I work out of here everyday... Great people, nice vibe, tasty coffee... Yeah, you should drop by one day," he says with a wink, loud enough for you to hear.

You smile, thankful for his kind words. But you can't help wondering if there's a more effective way of leveraging word-of-mouth recommendations like Christopher's.

It's not enough to be "good"

We've (collectively) finally understood that a friend's recommendation is more powerful than a random print ad.

And some believe that if we spend enough time refining a product so it's that amazing and that different, customers can't help but talk about it (Oh my God!!! I have to tell somebody!!).

But that's only partially true.

You may have an amazing product, but you're doing yourself a disservice by sitting back and wondering why customers aren't talking about you to their friends.

Sure, word-of-mouth marketing is powerful, but it doesn't exist without tools. And your customer's mouth is but one tool.

How to help your customers promote you

Customers need a nudge; it's up to you to politely and appropriately nudge them into bragging about you. Anything more than polite and appropriate will have an adverse effect.

You can't assume somebody's going to promote you, on your behalf, just because. They need to be reminded they can, or shown what they'll receive when they do.

The emergence of social media means you're no longer reliant on talking heads, now, you can help empower your customers to talk about you, digitally too.

Here's a few suggestions; implement as you will:

Location-based reminders: You've likely seen these around town ("I'm at Rhyno HQ"). Foursquare, Google, Gowalla, Facebook, Yelp and many others are in the location-based marketing game, and each is asking you to check-in with them.

In my book, I talked about how one university used Facebook Places to increase its brand awareness among a local target market.

Don't forget to share: This is popular at events, but equally effective elsewhere. Creating a hashtag and making the business/event's Twitter or Facebook username available (so users don't have to search), means users will have an easier time sharing where they are and what they're doing with you. It's on thing to say "Find us on Facebook" and another to actually give your name. Remove the search obstacle and make it easy.

Give them bait: Bring in a friend and you both receive X, Y, and Z! If you want more people through your doors, give current customers a reason to bring a friend along next time they're headed your way.

Daniel at Vinyl Art does a great job with this. His loyal collectors receive a discount for being loyal; plus, he's empowered them with a unique discount code to share with their friends so they too, can become Vinyl Art collectors.

Your own experience as an advocate
Have you found a way to help your customers be living, talking advocates on your behalf? Perhaps you're an advocate yourself?

Leave a comment below and share about it.

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"Marketing Is" - A Bullet Point Manifesto

2011-09-06T06:00:00.000-07:00

Last week, the Twitter update above seemed to resonate with some followers.

And I think it was for good reason too.

As marketers, it's our burden to take a problem and conquer it. But marketing isn't a product on a shelf; it cannot be bought.

Why clients need marketers
By the time we're called-on by clients, chances are, sales are declining and rent is already past due.

Now the client finds value in marketing. And now they need new business, new faces, new numbers.

And as marketers, we recognize new-business-now!! client requests aren't realistic. They're an emotional plea for help. They're drowning, they need a hand. They need to see progress.

So yes, we'll absolutely launch a strategic campaign. Yes, we'll identify outlets that will reach plausible prospects (rather than everybody, everywhere). Yes, we'll find new ways to to put your brand in front of new faces.

But no, we can't force a prospect to purchase. The decision to buy is the customer's; you can only be ready to impress once they decide to buy.

So how do we solve this perception problem?

We be honest. We're not miracle workers. We're hard workers. Diligent. Creative. And strategic.

But marketing isn't a light-switch.

What marketing is

Marketing is:

Proactive
Strategic
Permission-based
Competing on quality
Demonstrating value
A process
Building relationships
Creative
Unique to you
Trust-building
Ever-evolving
Targeted
Social, listening
Empowering advocates
Personal
A long-term investment
Surprising

What marketing isn't

Marketing is not:

Reactive
Impulsive
Justifying spam
Competing on price
Slashing prices to drive traffic
Customers pouncing, waiting for you to formally ask them to buy
Transactional
Cookie-cutter
Something that can be tiered and bought
Bait-and-switch
Recycled, tried, and tested
Casting a wide net
Broadcasting
Ignoring loyalty
Generic, one-size-fits-all
Only done when business is bad
Stale

Your thoughts

It seems to me, it's better to give your clients realistic expectations and an understanding of what you really do, versus what they might anticipate you doing.

And do it up front and early.

Historically, I haven't communicated these thoughts so blatantly. But moving forward, if you hire me, it's going to be the cornerstone of our relationship.

What do you think? Leave a comment below; let's build on these points.

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Why You Should Send More Thank You Notes

2011-08-29T06:00:00.000-07:00

A couple months back, I was working with a client to 1) launch a new website and 2) deploy an announcement email to the client's database promoting the new site.

The site launched on-time and on-budget. And shortly after, the email deployed with impressive open and click-through rates.

I was satisfied, I'd done my job, I'd met the milestones outlined at the beginning of the project, and I fulfilled all my promises as pitched.

But that same day, I received an email from the firm's president. Here's an excerpt:

I wanted to thank you and your team for the outstanding job you have done re-launching the web site.

We have already been receiving many positive comments back from our clients within the first few hours of the launch.

Again Ryan, thanks for the great job.

That certainly wasn't expected; nor do I think it was warranted. I'd done the job I promised I would. But receiving the note was more than flattering.

What the "thank you" brings to a project
Gary Vee wrote an entire book about the power of the "thank you" and how companies large and small can regain that one-to-one engagement with their customers.

But the "thank you" is equally powerful for internal teams; I've seen it myself.

It's one thing to get a paycheck, but sometimes, team members simply want to be valued and recognized for their hard work, committment, and sacrifices. And saying thanks almost instantly turns somebody from being disgruntled to feeling valued and content.

It's the easiest way to tell your team that you recognize their contribution and they're not taken for granted. You may be thinking exactly that, but unless it's expressed one way or another, tempers will flare.

Yet, delivering the easiest of "thank you's", fills the team member's encouragement tank again, giving them that extra boost to work harder and smarter on new work.

What makes a good "thank you"
Anybody can say thank you. Growing up, my parents tought me to do exactly that after Christmas and my birthday.

"Dear < gift giver >, thank you for < gift >, it's exactly what I wanted and I've already used it."

So what makes one "thank you" better than another? Consider adding these features to your next thank you note:

Handwrite it
Anybody can copy and paste or used a canned response in a digital thank you note. Prep your desk with a selection of notecards, envelopes and postage, and take three minutes to tell somebody you appreciate them.

Not expected
We normally say "thanks" after a big event, something noticeable and worthy. And the recipients (most of the time) expect to be thanked. So find the small things -- the items you likely take for granted -- and be thankful for those too.

Be explicit
It's one thing to say "thanks," but it may mean more if you say why. What resulted from the action you're thankful for? New business, additional revenue, less stress, learning opportunities?

Pave the way
Wrap up the note with future plans. "Now that we've done X, I can't wait to get started on Y... With the excitement around our launch, we're all excited to A, B, and C..." This tells the recipient that not only did they do a good job, but they played an important role in moving forward too. Or, take a minute to invite the recipient to play a part themselves in the project moving forward. After all, who wouldn't want to be hired again?

New places you can say "thanks"
In my example above, the email was a surprise; the end result was one of delight. And that's what made it work so effectively -- surprise and delight.

As a photographer, maybe you order an extra print from a recent photo session and mail it off to your clients with a handwritten thank you note.

As an online retailer, perhaps you include a free sample of a product that's similar to the one ordered, along with a handwritten note that says you thought your customer might like to try this too.

One of the ways I say thanks to the folks who buy my book is by sending them free updates three or four times a year so Smart Marketing remains relevant -- regardless of when it was purchased.

Receiving these updates doesn't come as a surprise to my readers. Frankly, it was part of my marketing campaign. But it's unconventional, the offering itself was a surprise, it was something different.

Are you thankful?
Do you use thank you notes in your marketing strategy? Maybe you've found other innovative ways of using them.

If so, leave a comment below and tell us what you've learned.

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Why You Need an External "No" Guy

2011-08-22T05:02:00.000-07:00

I've written before about how to motivate your team -- specifically about the value of encouragement and how being a critical thinker doesn't mean you're necessarily critical.

And now, I'm not so sure. Here's why.

Everybody needs a cheerleader
Like I mentioned last year, I think of encouragement and recognition like a gas tank. Your team members start their engines each time they arrive for work, using past encouragement to get through their day.

But eventually, after a dry spell of encouraging words, they run on fumes.

They've been ignored, insulted, criticized -- and now, they lack the motivation to keep going, to pursue the "always make it better" objective.

People need to hear what they're doing right, they need to know they're respected, and they need to know that they're of value.

You also need a critic
As much as we need somebody cheering us on, we also need an impartial critic. And here's where I separate a bit from last year's position.

It's great getting positive reinforcement from team members. But when one of them offers constructive crticism, suddenly sides are formed, feelings are hurt, and defenses are raised. Sometimes politely, mostly not.

It's perfectly normal to be offended by criticism; nobody (immediately) likes it.

So instead of relying on criticism from within your team, designate somebody outside of it.

As an outsider, his sole responsibility is to criticize and find holes in your project. He's not responsible for positive reinforcement, instead, he's burdened with a critical objectivity. He doesn't feel guilty for constantly criticizing, being critical is his job; his criticism is protecting you from possible threats.

The external "no" guy doesn't take sides, he's impartial. He doesn't have any past relationships with the team members, nor does he care to attend your social gatherings.

I'm a visual person; I see this guy trapped in a closet -- content to be there, happier to criticize your work. You walk your work to the "no" guy, he looks up at you, snatches your work from your hands, and tears it apart.

And you thank him for it.

Welcome the criticism
I can't count the number of times I've received constructive criticism on a project. At first, it's an irritant, because obviously my work is perfect.

So I take a walk, I think about the criticism, I stop taking it personally, start receiving it constructively, and after the revision is made, I end up being grateful to the person for giving me feedback that ended up making the project better.

The external "no" guy is an investment. He's an advisor, warning you of pitfalls you're too excited or busy to see yourself.

The external "no" guy is great for teams who all share the same personality, but even better for the freelancer working to build his business, but who lacks a lot of social interaction. Inherently, freelancers work by themselves; a "no" guy is as important to freelancers as their hipster gadget is.

What do you think? How could you use a "no" guy?

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7 Ways Travel Will Make You FeelGooder

2011-08-17T08:56:00.000-07:00

Today, I have the great privilege of having published over on the FeelGooder blog.

My post, "7 Ways Travel Will Make You FeelGooder" explores why I believe travel is a personal and professional investment in one's life.

Here's a peak:

“So, what do you think the chances are that we’ll catch our flight?”

“When does it leave?” asks the border agent.

“4:30.”

“You’ll be spending the night here in London, I’m afraid,” he says, handing back our passports. He glances at the line behind us, “Next!”

My wife and Iook at each other and sprint towards the baggage carousel. 1 bag, 2 bags, 3 bags, go!

Pushing our luggage ahead of us, we navigate the crowded corridor between baggage claim and the train to Terminal 1.

There’s only one flight a day; we have to catch this flight, we have to get home.

Out of breath, we stumble to the subway platform; there’s no train.

“When’s the next train?!,” I blurt to the attendant. She looks at her watch, “‘Bout five minutes.”

The train arrives. Travelers get off, travelers get on, doors shut, and we’re on our way.

If we miss this flight, we’ll find a hotel? If we miss this flight, we’ll sleep on the floor? If we miss this flight...

Six minutes later, the subway doors open and a young American couple frantically begins their
race towards the next terminal’s elevators.

Three weeks in Europe, and we’re spending our last few minutes sweating through Heathrow.

We charge out of the elevators and locate our airline’s check-in desk in the distance. We check our baggage, move through security (belt off, hat off, iPad out, no security alarms, iPad in, hat on, belt on, go!), and slide into the aircraft before the doors shut behind us.

Finally in our seats, my wife looks at her sweating husband. “You may want to change your shirt.”

To read the rest of my post, click here.

Are you opinionated?

Every day, we all have interactions and transactions. Hundreds of them, in fact.

And if you're like me, there's been something that's made you think, "now there's a lesson on how not to operate," or "that's something more businesses should be doing."

So that's what I'm looking for — your opinions — your perspectives. Want to have your guest post published on The Smart Marketing Blog? Want to drive traffic to your own blog and be exposed to a brand new audience?

Here's a few guidelines for your submission:

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

Provided you agree to the points above, please email me your guest blog post!

In your email, please include your name, preferred email, blog post and any supporting images. Upon receipt, I'll review and advise you of publication within 48 hours.

I look forward to hearing from you!

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A Tale of Two Stores

2011-08-08T05:37:00.000-07:00

Yesterday I went shopping for vitamins.

In one corner is a locally-owned one-off vitamin store. Immediately next door is a new-to-town "farmer's market"-style grocery chain.

I know for a fact the product I'm seeking is in the small vitamin store. I've bought it there before. The nice lady owner recognizes my face (but doesn't yet know my name).

I've heard from friends that the product I want to buy is also next door in the big chain store -- along with a selection of coffee, over-priced bananas, and impressive deli meats.

The point of purchase
I walk into the vitamin store, nod "hello" to the nice lady owner that (again) recognizes my face, head straight to the shelf where I know my product of choice to be, only to find it missing.

"Oh... yeah.. we're out of that today. I'm placing an order right now," she says, nodding to the phone in her hand. "We should have it tomorrow if the warehouse is stocked."

I thank her and tell her I'll give her a shout tomorrow before coming back, and walk out the door.

Commodity competition
As I walk out, I remember the place next door has been known to carry the same product.

I have some time, so I walk my thirty steps next door and quickly find the product, well in-stock, and 25% off to boot.

The decision is a simple one.

As I walk back to my car, I spot the nice lady owner staring out her shop window. She watches as I cross the parking lot, competitor's bag in tow. And immediately she sees she lost a $20 sale.

Differentiation helps, but it's not everything
This is the tale of two stores -- each carrying the same product within shouting distance from each other.

Differentiation is grand; I preach it often.

But sometimes, it's simply about maintaining inventory, removing obstacles, and being prepared when a prospect is ready to hand you money.

Because if you're not, they'll spend their money elsewhere.

I'll be back to see the nice lady owner in another few months; my loyalty and brand preference hasn't changed. But this time, I'm hoping she'll have a full stock.

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How I'm Gaining from Subtraction

2011-08-01T06:00:00.000-07:00

As a child, the beginning of every school year marked a trip to the department store to refresh the wardrobe.

The years passed, you wore the clothes, threw them in the wash, wore them again, grew out of them, and eventually gave or threw them away. You physically grew up.

In high school, you ditched the 10-key calculator for a $100 version that generated detailed graphs. The former calculator no longer met your mathematical needs.

In the gym, you take the 25-pound weights off the barbell and replace them with the 50-pound variety. Your muscles are physically growing, and to grow again, your body demands a bigger challenge.

On the couch, network sitcoms bore you and now, you seek out shows with less predictable punch lines. After years of watching the tube, you're smart enough to finish the joke before you've even heard it.

In the kitchen, you started by enjoying a mild salsa by a generic brand. Along the way, you built a tolerance and now, you crave something spicier.

You grew out of "it." You became numb and needed something better, something more progressive, more of a challenge.

I'm finding similarities with the tech industry and online activity. Sometimes you grow out of it; other times you simply stop needing it.

For myself, subtracting those items from my life that I've grown out of makes room for new challenges and ways to grow.

What I'm subtracting
I need to take more vacations. Because after an extended time away from my routines, I come back with a new outlook on what's important and how I can improve my quality of life.

To that end, here's what I'm subtracting:

Blog subscriptions that weigh on me -- I dread reading them; I rarely gain anything.
Twitter accounts that result in more drama and stress than gain.
Digital "obligations" -- I don't need to be on every social network just because it exists and it's "hot."
Fake Facebook friends -- if I give Facebook my time, it's only for true in-real-life friends -- not the digital equivalent.

What I gain by subtracting

I'm not subtracting without reason. There's a purpose behind every action. Here's what I (seek to) gain:

Space and clarity -- there's more space to make sense of all the important things in life. Less clutter = more clarity.
Time -- there's more of it, or at least there's the feeling that there's more time, and that's just as valuable.
Focus -- without the distractions, I'm more focused and productive so the tasks that need completing are my priorities, not the drama around them.
Perspective -- everything isn't important, everything doesn't need my attention, and I can't be bothered by valient attempts of omnipresence. The tangible experiences, the time, and the stories -- those are my renewed priorities.

The separation anxiety of subtracting
I'm not sure why we're programmed this way, but there's something in us that hates decluttering.

Even though some blog posts are repetitive and boring, it takes a lot of will to physically click 'unsubscribe.'

While some Twitter accounts do nothing but raise my blood pressure and instantly make me recall stressful situations, it takes a lot to complete the simple 'unfollow' action (what if I miss something big?? what if they say something??).

Perhaps it's the digital age's infatuation with knowing first. Perhaps its the physical struggle of breaking-up with a comfortable routine.

Whatever it is, we should all make a point to subtract every so often. Otherwise, we end up with a bunch of clutter and no time to make sense of it all.

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Lessons Learned from Street Vendors

2011-07-25T06:19:00.000-07:00

My wife and I had the amazing opportunity earlier this month to travel throughout Europe -- gathering stories from England to Turkey.

As we traveled from one city to another, one thing was a constant -- the street vendors.

"Special deal for blondie," "Almost free, you like, yes?" "Real nice, come inside, look around..."

They were imposing, irritating, in-our-face, and self-defeating. Frankly, we were more likely to consider their products if they hadn't said a word.

The wife nailed it: "It's like they don't understand what makes Americans comfortable."

Understanding prospect's needs
My wife, while perhaps a bit naïve, was right. The vendors didn't understand what made us comfortable, nor what our priorities were.

We were (clearly) Americans -- tourists... money -- and they wanted our attention before we gave it to the next vendor fifty feet down the street.

But we weren't going to be swayed by them walking closely by our side, and we didn't suddenly realize a need for their product after they told us they had a "special" price.

Instead, we walked on, rarely looked the vendor in the eye, and ignored their banter.

How your prospects buy the first time
It's the same with our customers and prospects.

As business owners, it's our responsibility to know exactly what's important to our customers. What makes them comfortable? What makes them want to buy?

Even more important are the small variations of all of those questions, but with a focus on the first impression.

When a customer first walks into your shop -- be it digital or brick and mortar -- are you loud and in their face, or do you greet them quietly and invite them to get comfortable?

Should we spend more time highlighting our low, low price or invite them in to spend some time reviewing a special product attribute?

Or take a bigger step back and reevaluate how you're perceived by the first time visitor 15-30 seconds into the initial visit. Do they immediately know who you are and what you do or are they forced to read through a block of marketing jargon?

If we don't know what's most important to our customers, how can we possibly expect to produce a satisfying product?

Sure, you could sit there reading this very post and answer the above questions fairly well, or you could physically walk through your shop the way a first timer does -- or maybe watch over somebody's shoulder as they try to navigate your site for the first time.

It's those new experiences that take you out of the "too deep" mindset and help smooth the buying curve for those (hopefully) loyal customers.

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How to Get Out of a Rut

2011-07-18T07:01:00.000-07:00

It's been a quiet month around Rhyno headquarters; and for good reason -- the wife and I took a 3-week leave.

For me, it was a challenge to leave the technology behind.

The Google Alerts, the email notifications, the Twitter feeds... my technology-based routines -- they could all wait.

And what I've learned is that without the always-a-hot-project and quicker-to-market routines, you're easily able to step back and reevaluate priorities. For me, it was a puzzling self-evaluation -- asking myself why I spent so much time and energy on dramas and activities that didn't somehow "pay."

Back at home for less than a week, I'm now forcing myself to ask how X, Y, or Z compensate me. Does it relax me, does it nourish me, does it benefit me financially, does it bring me joy, etc.

Specific to Rhyno, I'm making more of an effort to simply focus on those relationships which leverage my core talents (everyone and everything isn't a market).

And now, I yearn for those relationships, those transactions, those activities that yield tangible returns. I'm finding myself actively being intentionally-discriminating and investing in those things that fill me up, instead of drain me dry. It might be a selfish approach, but to a certain point, I think you owe it to yourself.

So I present the same challenge to you that I did myself:

Every month, stop a routine.

I'm not suggesting you stop it completely, but take a break from it for a few days. We find ourselves trapped in a "I've always done it this way" or "that's just how it's done" thought process and sometimes a break from the routine helps look at things a little differently.

You're forcing yourself to ask why you're doing what you're doing, and if there's a better way of doing it.

Stop going to the gym every morning, stop writing a blog post just for the sake of publishing content, turn off your phone for a weekend, stop eating the same five meals every week, etc.

Every month, try something different. You may find that by not doing something, you're suddenly able to see with more clarity.

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10 Step Guide to Beating Your Competition

2011-07-14T07:00:00.000-07:00

In 1975, The Pepsi Challenge marketing promotion took the industry by storm.

There was a certain brilliance to it. An unashamed confidence.

It's one thing to use advertisements to say "we're better", but it's something else to say "we're better, and now, we'll show you how."

Still, there's a difference though between knowing your competition and insulting them.

The wrong thing to do

1. Provoke your competition (and its customers) with slanderous commentary. Without a planned "attack" what are you going to do when an entire community of fierce loyalists responds?
2. Engage in hostile discussions among your competition's customers. The quickest way to lose a potential customer is by insulting them.
3. Use social media to publish a series of rants. Instead, abide by the 24-hour rule. Write your thoughts down and file them away. Come back in a day and see if they're still worthy of being blasted.
4. Pick a fight simply because they're "the competition." If your industry is competitive, there's likely a company that performs as good, or better, than you do. Picking a fight with a superior brand does nothing. Challenging an on-par brand is something else.
5. Mimic your competition. Copying industry trends only creates an industry of companies all doing the same thing. Be the wild card and break away from the monotonous pack.

The right thing to do

1. Become educated about the players in your industry. Know their vulnerabilities. Track their activity with alerts. It's easier -- and more effective -- to sell your own product when you know everything about your competitors'.
2. Buy your competitor's product. Try it for yourself. How is it shipped? What's the post-purchase communication like? Do they oversell? Now, are the opportunities to improve your own?
3. Speak intellectually about your competitor's products and leverage your own product's selling points. Be your industry's expert, the one-stop resource. Welcome the "if you like Competitor X's product..." comparison conversations. If you have the product to back it up, it's the easiest way to 'turn' a prospect.
4. Respect your competitors. Nobody wants to support the pompous, loud-mouthed company. Acknowledge what they do well, but promote what you do better.
5. Avoid the temptation to respond to others' combative remarks. I know, it's personal. But let it roll off. Be the bigger person -- the one that's far too busy to be bothered with such trivial remarks.

How many sodas in your fridge?
How many of your customers do you think are exclusive to you? Not many. And thinking otherwise is simply pompous. Ignorant even.

After all, do you drink only one brand of soda, do you drive the cars made from only one manufacturer, do you read books by only one publisher, or see the movies from just one studio? I don't.

Be the intelligent alternative. Publicly criticizing a company (and its products) without merit only serves to damage your own brand's reputation.

So instead of spending time and effort trying to tear down another brand, reallocate that time towards identifying ways of differentiating your own.

Don't beat industry players at their game, create your own.

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7 Reasons I Don't Have a Facebook Page

2011-07-11T07:00:00.000-07:00

If you're on Facebook, you've likely been invited to become a fan or join a group, a cause, etc. Chances are, you've probably also joined a group on your own.

I'm not going to knock those friends and Rhyno partners who already have established pages, but lately I've had a lot of people asking me when I'm launching mine.

And I won't be. Here's why:

1. I demand control
Facebook controls all things Facebook. Launching my own portion of Facebook and then relying on it as "easy" exposure is asking for problems.

At The Smart Marketing Blog and all extensions of Rhyno Marketing, I control the design. I control the privacy features. I control the hosting and its reliability. I control its privacy policies. I control the URL. I control, I control, I control...

2. Same exposure
First, I'm not convinced that a Facebook page is the best way for me to be exposed to new business. If you're an artist, musician or cause, your exposure to people is a bit different.

I have my friends and family. And if they're good friends and family, they're already my fan, and they already appreciate my work with Rhyno. I don't need Facebook to have a tangible realization of it.

But, for a moment, let's pretend one of my family members or friends wanted to share my work with one of their friends, I'm confident my website can do that more effectively than a templated-branch of Facebook would.

Bottom line, for a niche business like mine, I'd be surprised to see my "fan" list on a potential Rhyno/Facebook page be drastically different than my personal list of friends.

3. Community for dialogue
Some of you reading this are Rhyno clients (thanks for being here!). Some of you are industry folks, carefully dissecting the theories and implications of this post (thanks for being here too).

For Rhyno, I'm content with the comments portion of my blog to housing my community of conversation -- I don't need a Facebook discussion tab to do it for me. In fact, I'd rather the discussions be as narrow and specific to the post as possible to eliminate tangents.

4. Brand consistency
I'm a stickler for brand consistency. So why would I voluntarily house myself somewhere that doesn't look like the rest of my brand?

Yes, I can put the Rhyno logo on a Facebook page, but I'd like to preserve what little brand equity I have. I want everything relating to my brand in one place. If I spread it out on various sites (that are likely to change their look...or even shut down without notice) that just makes it more difficult to manage.

5. Limited availability
Frankly, if for some reason I'm wrong, and Facebook suddenly unleashes a mob of small businesses who were hidden from me before my little "page," I simply don't have any more time than I'm currently spending on Rhyno.

I have a wife. I have a house. I have a day job. And after that, I have Rhyno.

I'm so very thankful for the opportunities Rhyno's given me, but I'm only one guy who's getting older a little faster than his body would prefer. If I accept any more work, either I'm not going to give my current clients the attention they deserve or something's going to bust. And we all need to be really careful about that.

6. Exclusivity
Rhyno isn't a business for everybody. Rhyno isn't a commodity that everybody has a relationship with. Not everybody needs a design and marketing consultant in their pocket.

I preach targeted marketing. I preach that everybody isn't a market So why would I want to execute a tactic that's outside my "small business owner" market? Yes, one of my friends may have a friend, who has another friend (exhausting), but we covered that possibility in the second point, didn't we?

7. Because everybody is doing it
We've talked about this a bit in previous posts, but to me, when everybody is doing it, that's a red flag. Because everybody is doing it probably means you should really think why they're doing it.

If you launch a page, what's your purpose? I certainly wouldn't have one, and I'm not going to do it just to maintain a placeholder URL.

Recap
Again, I'm not trying to persuade you one way or another. Those are just my reasons. I'm not questioning anybody's reasoning, no do I necessarily need justification for your doing so. Everybody has an angle; most of them different from mine.

What do you think -- am I off point?

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Twitter is Like a Ringing Phone - Answer It!

2011-07-07T06:10:00.000-07:00

I'm seeing a troubling trend in the ever-evolving world of social media. Companies -- large and small -- are reserving URLs with their brand names.

And while this is smart (you don't want to fight for your own brand name), it also opens you up for criticism if you don't manage that new account correctly.

How social media is like a phone
This is how I look at social media: consider Facebook, Twitter, YouTube, Flicker -- whatever platform it may be -- like a phone number.

The minute you sign-up, your social media phone number is automatically listed in the global phone directory. And now that you're listed, people are going to contact you -- with questions, with complaints, and just maybe a few compliments.

But if you only signed-up to keep that URL as a placeholder, and you're not planning on engaging with anybody on that platform, it's like ignoring every call that rings through to your office.

Why you need to answer the call
Every time you don't answer the phone, you're ignoring a prospect -- or maybe a long-time customer. But it doesn't matter why they're calling.

You can't ignore the complaints and only respond to the pats on the back.

In social media, you don't get to choose who you want to respond to. You voluntarily took down the filtering communication wall, and now, you engage.

What's the point in having a phone if you don't plan on answering it? Either plug it in and plan on using it, or unplug it completely and walk away.
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3 Blatant Examples of Targeted Marketing

2011-07-05T18:29:00.000-07:00

What do the following three scenes have in common?

Valvoline airs a commercial for its synthetic motor oil during a NASCAR Sprint Cup Series race.
Viewers of Bravo's pseudo-realities series, The Real Housewives of Orange County, are treated to short-form infomercials for the contraceptive, Yaz.
Saturday morning cartoons are saturated with TV spots for the sugary-goodness that is Captain Crunch.

All three are fantastically-blatant examples of targeted marketing.

You'd be confused if you were watching The Real Housewives of Orange County -- whose key demographic is females age 18-49 -- and a commercial for the world's most effective performance motor oil came on.

It wouldn't make sense. And it's easy to realize that when the example is so clear.

The delusion of "everybody"
Unfortunately though, small business owners are too often caught in the tempting trap of trying to market to everyone. "Everyone" isn't a target market. And "everyone" isn't interested in what you're offering.

In fact, by marketing to "everyone" you're likely dumbing down your product, rounding the corners, and making your product or service so generic that it won't make a significant splash in an already saturated marketplace.

By maintaining the integrity of your business and focusing advertising monies on specific segments of a population (demographics, geographics, etc.), you're not limiting your growth potential, you're building a loyalty base from which to grow.

You know the "big fish in a small pond" analogy? This is similar. Except this is the "relatively few customers with unrelenting loyalty" example. The alternative is a larger sample of consumers driven by price. And as we've discussed before, consumers driven by price aren't profitable markets.

Who do you sell to?
Take a few minutes and actually write down two or three target markets.

Your target market may be persons over a certain income level, persons that live in a particular zip code, or maybe those people who've shopped with a competitor.

Whatever it may be, tailor your marketing to that population. This isn't about making a product that's for everybody. This is about taking your product and finding those few unique places for it to thrive.

This is important
I'm a huge advocate for all things targeted. Some of my clients may get irritated by it, but in its simplest form, I'm a fierce defender of the way they spend their limited monies -- it has to be strategic and smart.

That's why I wrote an entire chapter on targeted marketing in my book. If this is something that's starting to click with you, pick-up my book, and dive in a little deeper!
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The Ultimate Battle: Art versus Copy

2011-06-30T06:49:00.000-07:00

Before you get all riled up, I was also a skeptic.

But if you're leveraging print publications as an element of your marketing plan, this is something you seriously need to consider. What do you spend more time doing -- finding a photo or writing your ad copy? Hint...it should be writing your copy.

Too many times I've seen creative directors push their clients to purchase full page, four-color print buys, only to hide the sell copy in a lower corner, in a barely-legible typeface.

You're a consumer yourself. Do the photos in a advertisement persuade you to make a purchase or does the sell copy -- detailing the benefits of the product -- do the selling for you?

It's time to change the way you think about your print ads.

How prospects read
When your potential customers sit down with a magazine, they're voluntarily sitting down to read. They want to read.

In the middle of reading, they're not looking at their watch to determine how much longer they're required to read. They like it. So why wouldn't you tailor your print advertisements accordingly?

Prospects will read long copy as long as it interests them. And the people that won’t read long copy are the ones who aren't interested in your product anyway.

No advertisement will change their mind, regardless of the number of words, cleverness of hook, quality of photograph it contains. Real prospects want to know as much as they can, in that moment, so they might make an informed decision.

People read print publications because of the articles they contain, not for the advertisements interrupting their reading.

In fact, most people scan the headlines for articles of interest while purposely avoiding anything that looks like an advertisement. Consider what David Ogilvy had to say:

"Advertising people have an unconscious belief that advertisements have to look like advertisements. They have inherited graphic conventions which telegraph to the reader, 'This is only an advertisement. Skip it.'"

Skeptics will do a test (which of these ads do you like?) -- and sure enough, it's most likely the less copy version. But are you showing it to people who were not real prospects for the product or service featured in the ad.

Bottom line - there's no reason not to tell a prospect exactly what your product will benefit them. If you don't, is a disservice to yourself.

How to get art and copy to get along
Here's a few rules to abide by:

Make your copy legible. It's called sell copy for a reason. So why would you hide it like it didn't matter? This is your chance to speak to your potential customer in a way only you can. You know their need, and you know how your product satisfies that need. So let them know!
Make it easy to understand. Sure, a clever ad might be shared with a friend -- but getting too clever only makes it more difficult for a potential customer to consider your product. Eliminate any copy that broadly speaks about your business in a "fluffy" manner. Get straight to the point -- there's no need to hide what you really mean.
Make it easy to learn. While a call-to-action is an important element of your ad, don't make the mistake of placing all your information online so your customer has to put down the paper, go to the computer, and read there. Your customer is interested, so why not give them what they want, when they want it. This is no time to play games.
Make it about "them." Your customers are primarily interested in themselves, their families, or their businesses. They are not interested in your company or product -- only the benefits it will bring to them. Do a quick word count test -- what's the ratio between the word "you" and the words "we," "us," or "your company name"? Keep it about the consumer.

Recap
Let's be clear though -- in no way am I suggesting you abandon creative graphics and profitable uses of quality photography.

In fact, more than ever, your supporting graphics need to complement your ad headline and flag a potential prospect to your advertisement. But that certainly doesn't mean your ad needs to consist entirely of graphics.

In its simplest form, your advertisement exists to inform a prospect of your product's benefits and provoke them to act.

Don't believe me? Test it, and report back your findings!
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Top 5 Criteria For a Social Media Presence

2011-06-27T05:15:00.000-07:00

When I've written about organizations establishing a social media presence, I probably should have noted that social media isn't for everybody.

In fact, depending on who you are and what your business provides, you may have absolutely zero reason to jump into the social media world.

So before you start inviting contacts to be fans of your company, consider these five questions:

1. Have you identified your ultimate goal?
Are you setting up a Facebook fan page just because your competitor is? Social media was certainly once the "next big thing" -- but that doesn't necessarily mean it's right for you.

The race isn't about who has more followers or fans. The race is about market share and profit margin.

And if you're able to determine tactics in social media that can ultimately help your business grow, then by all means, sign-up today...after you answer the next four questions.

2. How will you measure your efforts?
Ultimately, what are you looking to see with a launch of social media campaign? Without knowing that answer first, how can you properly launch into a campaign that opens the door for a vulnerable conversation with your customers?

This isn't a quick "grow your profit" campaign. This is a way to engage in a two-way conversation with your customers; and doing so, strengthen the bond with those customers.

3. Do you have a plan for engaging your fans?
It's not enough to put together a group of fans on a page with your logo on it. You need to know how you're going to engage them. And creating a RSS feed with your press releases isn't enough.

Give followers behind-the-scenes information, photo essays, or opportunities to improve your product. Give them something to share with others, give them something to talk about -- to you or others.

4. Are you certain you have the time and resources?
It may not take much time to upload a logo, add your company name and URL to a fan page, but that doesn't mean you're done. The hard part is maintaining an active participation with your customers. It takes dedicated time and a savvy online knowledge to maintain a conversation with your customers -- on one site or a wide selection of online channels.

Do you know the lingo -- or are you going to try to interact with prospects only to embarrass yourself?

Try this quick test: if you're not familiar with the terms, "RT," "URL shortener," "hash tag," "photo tags," or "SMS" you should do your homework before launching any campaign.

5. How will you react to negative comments?
Unfortunately, everybody doesn't love you. And even more unfortunate, the people who've had unpleasant experiences with your organization will seek you out and make sure their comments are heard -- by you and anybody who might be considering doing business with you.

So you have a choice -- you can moderate comments and delete those posts you deem negative (in which case, you need to run -- RUN! -- from all things social media), or you can understand that social media is an amazing opportunity for you to look at all comments objectively and learn how you might be able to improve your business.

How'd you score?
If you don't have answers to all of these five questions, it's not a bad thing, but you may want to consider another way of engaging your customers.

Perhaps opt for a more localized online forum/message board. Give your customers a way to talk to you -- and other customers -- but without requiring your active participation. Create categories of topics (product lines, industry news, feedback, etc.) and watch as your customers become your advocates.

Or simply make it easier for your customers to talk to you. Does your website have a lengthy contact form, no available email address for customers to use? Could you implement a real-time Instant Messaging component to your website so your customers don't have to wait for up to 24 hours for a mediocre, canned response?

But, if your organization does satisfy those five rules, feel free to jump into the social media world -- there's a lot to gain from all that you'll learn out there!

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3 Consequences of Pressure Selling

2011-06-23T06:00:00.000-07:00

A few months ago, I offered five ways to grow without cold calling.

And in that blog post, I briefly wrote about the pitfalls of trying to close a sale simply due to a month's end quota.

What many business owners don't understand is that pressure selling -- just to meet a date-based goal -- does more harm than anything else.

This entire post comes down to this: there's a difference between being assertive, being in control, and closing the sale -- and being a pressure seller.

Here's why:

1. No longer their decision

When you've identified a prospect, it's normal to have sales conversion expectations.

But there's a problem when the solitary sale becomes the one and only objective. When you can't see the long-term potential of a relationship, you only see a prospect as a number on your radar.

So you're a pest. You're calling the prospect, emailing, dropping-by for no reason, with one objective -- trying to close the sale.

Instead of it being their decision, they're reluctantly caving in because you're annoying. Nobody wants to do repeat business with that guy.

2. Creates friction

In that same post, I noted how the best salespeople are resources -- they're trusted advisors -- not commodities.

When you nag your prospect, they stop enjoying working with you. The transaction is no longer their idea and your prospect suddenly begins to resent you for it.

Even if you think you're doing your client a service by sending "friendly" reminders, followed by an email, followed by a voice mail, followed by a text, followed by a tweet, followed by [insert your own method here], if you're doing it that regularly, you're annoying.

That's not the best strategy for repeat business.

3. Destroys value
When you're selling based on a quota or date, chances are, you're going to discount yourself.

The thought is if your client won't buy at one price, they'll cave-in and buy if you lower your rate.

But when you discount yourself arbitrarily, you destroy any value in future transactions.

The next time you're trying to sell, your client's going to expect to receive that same discount. And why wouldn't they? That's what you trained them to expect.

Talk back

What do you think? Have you found pressure selling to work for you?
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Why I'm Okay with Scheduled Tweets

2011-06-20T07:00:00.000-07:00

Scott Stratten and I disagree, heaven forbid. The subject? Scheduled tweets.

He only has 92,000 more Twitter followers than I do, and yet I have the gall to think a bit differently about how and when to schedule tweets.

It's not the first time I've disagreed with the "authority." You may remember last year's response to an issue of Website Magazine.

Scott tweeted the following about the topic:

"Sending out pre-scheduled tweets is like sending a mannequin of u to a networking event with a post-it note attached."

I disagree, and here's why.

When is your market awake?

Here's the thing about social media, it's based on social interaction.

The cornerstone of social interaction is being active when your market is awake and willing to engage.

I see scheduling tweets in the same manner.

If I'm awake and working at 1 a.m. -- which is often the case -- and I have something interesting and conversation-worthy worth tweeting, I might schedule that tweet to update later that day, when most of my audience is actually awake.

Listen carefully though, because here's the caveat.

I completely agree with Scott's tweet, IF you're sending out tweets when you don't have the opportunity or interest to respond. That would be comparable to a mannequin.

I think what Scott's referring to (Scott you can clarify) are those accounts that consist of nothing but automated tweets, no replies, and nothing but a script bot behind the account name.

Here's how I use scheduled tweets differently.

Don't miss a thing

I try to set aside an hour every morning for reading -- whether it's for going through my RSS feed or the latest book on my nightstand.

And it's usually after that hour that I've found some inspiration, a link worth sharing, or something worth debating.

Twitter is for sharing, so that's what I do, I share links and quotes and questions that fascinate and inspire me.

But if I'm being honest, I'm far too forgetful to remember a link or a question that I wanted to tweet out. Scheduling tweets help me capitalize on the in-the-moment inspiration while maintaining a throughout-the-day presence.

One thing is for sure though, I'll never schedule a tweet to run when I'm not able to jump-in to a conversation arising from it.

Twitter's like a phone -- my tweets connect me to the network, and when they respond, I'm there to talk back.

Be consistent

If you take a look at my Twitter feed, you'll see it's pretty spread out throughout the day. And that's because I'm monitoring and engaging on Twitter fairly often throughout it.

Rather than overwhelm my followers with a batch of tweets all at once, I spread out the tweet goodness throughout the day.

You'll also note that my tweets don't continue while I'm sleeping, while I'm flying, while I'm driving, while I'm...

Instead, you'll probably see a tweet around once an hour (replies and other engagement not included). My activity is largely spread out throughout the day and easy to digest.

In scheduling tweets, I'm seeking to engage with as many followers as I can, throughout all day parts.

What do you think?

I schedule two or three tweets daily. Some the day before, others the day of. And all with the intent of more engagement with new faces.

Do you schedule your tweets? Whether you do or don't I'm interested in hearing what you have to say, so go head, step up and leave a comment.
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How to Donate Your Online Time

2011-06-16T07:00:00.000-07:00

If you're like me, you work during the day, you come home, throw together some grub, and try to find a couple hours to relax before the cycle starts over again the next day.

On the weekends, you salvage any extra sleep, you try to lounge around but end up spending hours at the market and cleaning the house. And before you know it, you're starting the next week's cycle.

In our physical lives, it's challenging to find extra time to donate and volunteer -- whether it's at a local non-profit, a church, school, or otherwise.

But what about online?

My digital self

Online, I have a variety of marketing veins -- Twitter, Facebook (yawn), LinkedIn, The Smart Marketing Blog, my book, etc.

Each one has its own audience (there's some overlap), and each one is a channel to promote my content.

Online, I've created a brand; I maintain a space -- a space I use for my own agenda. Companies large and small do exactly the same.

But what would happen if we temporarily volunteer our digital spaces for another cause?

Why donate your time and space online?

It makes sense doesn't it? Some of us spend just as much time online as we do off -- without a screen glaring at us. We certainly tend to invest more in our online presences.

I blog around eight to ten times a month. And apparently, I tweet just over ten times a day (I thought it'd be more than this actually).

In "real" life, we look at our schedules and carve out some time to volunteer.

Our digital lives should be no different. I have a blogging schedule, so why not carve out some time and use my blog for more of a donation and volunteer agenda?

Think of it as virtual community service.

Digital donation examples

Most recently, thousands upon thousands of Twitter users supported a 15-year old girl's bucket list dealing with terminal cancer.

Each Twitter user put their normal agenda on hold and instead supported Alice's cause on Twitter.

The same went for Susan Fujiki's campaign to raise funds for those affected by the earthquake in Japan -- Cranes for Japan.

In a little over a week, she leveraged her blog and Twitter following to raise over $1,000 by folding cranes.

There are, of course, other examples of similar acts of selflessness, but each was also done in response; it was a reactive volunteer campaign.

Volunteering on purpose
Next time you're laying out your blog calendar, carve out one day to highlight a local non-profit or volunteer your time and space and following for a topic that doesn't have anything to do with your online business.

Make it a part of your calendar just like you would a book review or a weekly promotion.

You'll find a more personal connection with your followers, some amazing synergies developing, and a more successful business-focused operation.

Talk back

Have you purposefully-volunteered your online self before? Tell us about your experience. Or maybe you have a suggestion or two to make digital donations a little more effective. Share them below, won't you?

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3 Things I Do and Don't Like about Triberr

2011-06-13T07:00:00.000-07:00

It started simply enough. I tweeted a link to a recent blog posts, indicating it was for Twitter's evening crowd.

One follower then introduced me to Aaron from 8PM Warriors (a group of late night-working entrepreneurs) who then introduced me to Triberr -- which is today's topic.

What is Triberr?
Triberr hails itself as a reach multiplier for Twitter users. It offers "tribes" of like-minded accounts a way to expand their readership and/or following through the reciprocal nature of tweeting one anothers' blog posts.

The 8PM Warrior tribe (at the time of publication) was a group of 16 people with an end reach over 500,000 different Twitter users.

When you sign-up, you input your blog RSS and Twitter account information. Now, anytime you publish a post, it's automatically broadcast through your tribe network's respective Twitter accounts.

I tweeted back and forth with Triberr's founder about the process, and his justification for the automation is that it frees you up to spend more time engaging than time spent RTing your friends' posts.

First, it doesn't take me long to retweet anything (just a click), but more importantly, I sometimes disagree with my friends and colleagues, so why would I voluntarily give them access to blast their message through my Twitter feed?

But still, it's easy to understand the appeal of a service that takes your blog and blasts it to thousands of new readers.

What I like about Triberr

It's impossible to constructively critique a service like Triberr without trying it.

So for a couple weeks, that's what I did -- as a part of the 8PM Warriors tribe, as well as my own small business tribe (on a much smaller scale).

And at the end of my post, I'll tell you how I'm moving forward, following my trial period.

But first, here's what I learned to like about Triberr:

New engagement opportunities: I had some great back-and-forth exchanges and blog post comments arising from links from the Triberr network. We debated some topics, we laughed about others -- simply put, it made my brain work. And I appreciate that feeling. Too many times we're coasting along and get caught phoning it in. New opportunities with new faces are a welcome change.
Exposure to new faces: I'm pretty stingy about following new people. Not because I have a holier-than-thou mentality, but because updates from 200 people is a lot to consume. So most of my "should I follow" decision is based on who interacts with me and what they have to say. If we align and they provide challenging interactions, I'm in. If it gets repetitive or far too off-topic (I'm mainly on Twitter for business, rather than social reasons), I'm quick to unfollow. But because Triberr brought together a group of people with similar drive, I was pleased to meet new people with business passion like myself.
Synergies with like-minded people: A lot of the people in the 8PM Warriors tribe work their arses off, and like me, they're no stranger to late nights. In reading their tweets and blog posts, I found a familiarity with similar challenges, but different approaches -- a great learning experience. But even with all that, that doesn't mean they're people who's tweets I'd send through to my own network of followers. Which leads us into what I don't like about Triberr.

What I don't like about Triberr

All that said, I came away with one broad stereotype of the typical Triberr user -- they're concerned with follower counts and Klout scores -- "please retweet," "give me credit," and other statistics-based requests were a regular part of the dialogue. Here's a few other things I didn't like:

It's misleading: Triberr is the digital equivalent of "I'll scratch your back if you scratch mine." And that automatically removes its authenticity. You're allowing blind tweeting with the agreement that when you have a post of your own, it'll be tweeted by the tribe. The only caveat here is if you really know the members in your tribe -- at that point, you may already be retweeting their blog posts and updates anyway. But if you can't pick out fellow tribe members from a lineup, it's something very different.
It's dangerous to your brand: When I first joined Triberr, I asked Mark Schaefer for his thoughts on the service. His one recommendation was to turn my feed from auto (where all my tribe's blog posts were automatically fed through my Twitter account without my knowledge) to manual. And that was priceless feedback. Because I need to fiercely protect my personal brand -- however big or small it may be. So it was my responsibility to log-on and see what posts I might have been tweeting. I approved the post about work/life balance, and denied the post about somebody's favorite cooking spices. And that's something I'd recommend to anybody using Triberr, otherwise, you may get caught tweeting something that you don't agree with. And that sends the wrong message to your followers. And unfortunately, by that time it may be too late. Like for my friend Joe Sorge, a restaurant owner, who joined my tribe with an auto account, only for my blog post on why I don't tip to come through and be tweeted by him (without him knowing). As a restauranteur, that's not necessarily something he would be caught advocating.
The interface is clunky: Removing the ethics of social media completely, the Triberr UI is clunky and unreliable. For the first-time user, it'll take awhile to understand where certain features are, how to use them, and how the service works. And even when you do understand it, it's simply not intuitive.

Why I quit Triberr
Now that I've tried Triberr for myself, I'm no longer using the service.

I'm thankful for the connections it brought me during my trial period, but I'd much rather focus on the quality of relationships I'm building than see my blog analytics spike. Those numbers aren't that important to me.

I understand why the service exists and I don't judge those who use it, but the last thing we need is a bunch of Twitter robots blindly tweeting each other's content.

What do you think?
Have you had an experiences with Triberr yourself? Let's hear about it. If not, does it sound like something you'd pursue, and if not, tell me why._________________________________________________________________

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The Benevolent Dictator

2011-06-09T06:54:00.000-07:00

I consider myself an entrepreneur.

Though I maintain a day job, I also have three businesses of my own that monopolize my nights and weekends.

So when I received an advance copy of Michael Feuer's book, The Benevolent Dictator, (affiliate link) a book that prides itself in finding ways to take a concept from birth to market, I was immediately interested.

Plus, the book concisely sells its teaching power on the cover -- "empower your employees, build your business, and outwit the competition."

Who doesn't want that?

Want to know about the author?

Michael Feuer co-founded retail giant, OfficeMax, in 1988 with just one store. As the company's CEO, he grew the business to more than one thousand stores worldwide, with annual sales exceeding $5 billion.

So it's fair to say, the man knows a thing or two about launching and sustaining a new business. After recently opening Kreativ's doors, I'm in awe of taking a business from a thought to several locations. I aspire to it.

And considering Feuer is now also CEO of Max-Ventures, a retail consulting firm with test stores in Florida and Ohio, it goes without saying that entrepreneurs should heed his wisdom.

What is the benevolent dictator?

There are times -- especially when a business is first launching -- where an iron fist rules all. But without knowing how and when to use that fist, you're not an effective leader.

I'd be lying if I said the four founders of Kreativ haven't gotten at each other in the six months since the idea was first discussed.

We're all entrepreneurs in our own way, and we all bring our own talents to the table. And with that, we all approach problems and success differently.

The secret is knowing how to empower each team member and employee to use their talents most effectively.

But then I remember that Feuer grew OfficeMax to 1,000 stores over the course of 15 years. So our smaller scale and short time frame are nothing when considering the sustainability of Kreativ.

But understanding each of our respective roles and that of the benevolent dictator is a huge step in the right direction.

Why you need this book

Feuer is full of anecdotes. And to me, sometimes I learn best when hearing a story or similar to mine. So Feuer's business stories across the last 15 years are gold.

I recently read Do the Work by Steven Pressfield; it was without a doubt, one of the most inspirational and kick-in-the-pants book I've read as a businessman.

And while not necessarily as inspirational as Do the Work, The Benevolent Dictator is full of those nuggets that make you strive to be a better leader with real, actionable lessons.

If you're running a corporate department, if you're running a business -- or plan on running one -- you need to read The Benevolent Dictator.
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Are These 3 Buttons On Your Website?

2011-06-06T07:00:00.000-07:00

The secret to Internet success may be simplified "empowering site visitors to share your content."

That's where it starts isn't it?

You could be a blogging nobody and write a powerful article.But unless you've made the tools available to share your content quickly and easily, you risk losing the article's share potential, and there you remain, a blogging nobody.

How to share content

Twitter's "tweet" button is standard. As is Facebook's "like" button. The same can be said for LinkedIn, Digg, StumbleUpon, ~~MySpace,~~ and reddit share widgets.

But as technology rages on in its can't-be-caught pace, so do do the Internet's sharing options.

Here's three more recent social plug-ins you may want to consider incorporating into your own site -- all of which I'm currently using in one form or another on my own blog.

1. Google's "+1" button
Google's past social marketing endeavors didn't work out all that well. Buzz never really took off the way it was intended; neither did Wave. And yet, I'm fairly confident Google's next initiative, the +1 button, will have a mighty strong impact on digital marketing in the social environment (considering SEO and value of word-of-mouth recommendation).

The +1 button is basically a public stamp of approval. As a Google user, you can view your friend's and colleague's +1 recommendations in your Google search results.

Placing the button on your site enables site visitors who appreciate your content to give their approval, right then, in the moment of reading, and then later be viewed by their contacts searching for that content.

If you're reading this at www.TheSmartMarketingBlog.com (rather than via email subscription or RSS), you'll see the +1 button in the far right side bar. If you're a Google user, click on +1 to publicly tell your connections that this article is worth reading.
2. Facebook's "Send" button
If you're like me, you have a very diverse selection of friends on Facebook. Some are family, some are friends, some are clients, and some are colleagues.

The "Send" button functions very similarly to Facebook's infamous "Like" button, except in this variety, you're able to specify who you'd like to send the respective web page to, rather all your friends.

If I'm viewing a ridiculous cat video on YouTube (and I would never), I wouldn't necessarily want my clients to see it, but it may be something my sister would appreciate -- so I can target my "like" accordingly by sending it only to my sister; nobody else knows otherwise.

Even better, the Send button is a great addition to any commerce-driven sites. If you incorporate the button into a product's page, it makes it exponentially easier for people to share with a select group of Facebook friends -- rather than their entire list.

The Like and Send buttons can work together, or completely separate -- it's up to you.

If you're reading this at www.TheSmartMarketingBlog.com, you'll see the Send button at the bottom of each post -- along with other social, email, and print options.
3. Twitter's "Follow" button
Since its launch, there's been a host of Twitter "follow me" call-to-actions -- an icon, embedding a profile, a script that shows your last few updates, etc.

Twitter's Follow button

www.TheSmartMarketingBlog.com

So if you're not yet following me, you can do so now easier than ever before.

The aesthetics of sharing

It goes without saying that the sharing act is a sacrifice on web design and functionality.

Too many share graphics clutter a site's design and discourage comprehension and use. Similarly, too many external-referring widgets can bog down page load time.

So it's a delicate balancing act -- managing the user functionality of sharing versus the appeal of the perfectly-designed site. But when it comes down to it, you may have the most beautiful site design, but without the sharing capability, it's all for naught.

What's next?

Do you have any questions about how or why I'm using the buttons the way I am? Or maybe you have a suggestion or two of your own.

In either case, leave a comment below and let's talk about it!

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What To Do With a Less- Than-Awesome Client

2011-06-02T10:14:00.000-07:00

Have you ever believed in something so much you were certain it was the best?

And then, in a turn of events, you were presented with a series of facts, a demonstration, or an experience that shattered your previous belief? I know I have.

But have you ever experienced that same feeling with one of your clients?

You were certain their quality was second to none, and you sold them as such.

But eventually, that notion is shattered and you realize there's something better. There's a newer, superior market leader.

And now, marketing your client as the best, when you clearly know otherwise, is nothing short of a lie.

Integrity's role
It's a simple question. Can you have a client you don't fully believe in?

Can I sell Product X as the best in the marketplace when I clearly know there are superior alternatives?

Consider what advertising great, David Ogily had to say:

"I always use my clients' products. This is not toadyism but elementary good manners."

But if you don't use your client's products because you'd rather use another company's, what does that say about you and the product your're marketing?

Do you quit?
I'm fortunate; Rhyno's not my mortgage-paying job.

And with that, I have the opportunity to turn down work if I don't believe in it from the start. Likewise, I can fire a client if I've stopped believing in them -- if suddenly my loyalty has been shattered with the realization of a new and superior alternative

You might think that's a harsh platform, but in its simplest form, working as a consultant on a product you can't fully back is a disservice to both yourself and the client.

You end up resenting yourself for working ona project you're simply not interested in, and the client doesn't get your best work out of you.

As an agency, an advisor or consultant, the work you do, and the clients you have are a direct reflection on your brand. So your client roster shouldn't be something you take lightly.

As a company, it's your responsibility to determine where you stand in the industry's product mix.

If you're clearly not the best, if you're obviously not offering the highest quality, but saying you are in your ads and collateral, you're overmarketing your product, which will lead to negative consumer feedback.

Talk back
What do you think? As marketers, is it our job to put aside any notions of alternative superiority and do the best we can do with what we're given?

Or do we have a responsibility to do otherwise? Leave a comment below so we can discuss!

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How to Destroy Your Business Before Launch

2011-05-30T07:00:00.000-07:00

And now, a few situations for your consideration:

A baseball game can't begin without the umpire crew.
A wedding won't go very far without a pastor.
An art gallery isn't much of a gallery without art hanging on the wall.

Starting before you're ready

The same goes for your business, at least in your prospects' eyes.

You have no business opening shop when you're not completely ready to give your customer's a full and complete experience

Don't have your credit card machines yet? Wait to open.

Did you paint over the existing logo on the side of the building? Push your open date until your logo is professionally installed.

Don't have all the ingredients to prepare your full menu? Why promote anything else?

Business cards not back from the printer? Nobody cares about your business cards, they care about the experience. Keep moving.

Instead, focus on the things that matter -- your product, the customer experience. Leave your customer overwhelmed with possibilities rather than focusing on something still lacking.

If you're planning on starting without being fully ready -- if your customer experience isn't fully-executed -- you shouldn't start at all.

How to launch

It's very simple. Are you making excuses for what's still yet to come because you're cutting corners, or are you at full strength, full inventory, with all amenities in place and ready to sell?

Do it right the first time. Because when it comes to making a first impression on a new customer, you only have one chance.

Are you willing to chance it?

Does Dress Code Influence Work?

2011-05-26T07:07:00.000-07:00

A little over three years ago, when I lived and breathed the agency life, pre-bid meetings and RFP interviews were the norm.

Meet the client project managers, casually drop-in your points of differentiation to a conversation, and find your agency's angle in.

Our agency's managing partner didn't fit the stereotypical agency mold. And more often than not, his stained brown blazer, striped dress shirt and red tie ensemble didn't market our agency as the go-to creative design authority.

Without saying a word, his style of dress told our prospect that we were (too) old school, we were behind the times, and we didn't represent the idea of being creative. So how could we possibly implement creative strategies and reach our client's target market. True or not, that's what was being said.

That's not an assumption, that was actually said in a post-mortem interview.

That's not to say our prospective client was hoping we'd walk in with and sporting caps, but there's a certain dress attire associated with each of our professions.

Does the way you dress dictate the way you act?
Contrast my experience with this -- my father and I were chatting about a meeting he had earlier in the week.

A principal at a Los Angeles-based architecture and engineering firm, he was impressed with how one of his clients' teams dressed for a meeting -- everybody in jackets, some in ties -- quite the opposite from the usual California Casual many of us are accustomed to.

But their dress code was mirrored by the way they did business -- all employees were polite, the receptionist on her game with every request, technology to brag about -- a professional organization through and through.

If this company's dress code was more lax, would their professional image suffered?

Did this firm's dress code have the same effect the rebranding of a department name might've had on its employees?

Dress codes and your industry
Can you imagine Phil Jackson courtside wearing a Lakers or Bulls jersey like his players? It doesn't fit his "industry."

Can you imagine Joe Torre in an New York or Los Angeles dug out wearing a suit and tie? Almost comical.

What would T.G.I. Friday's be without flair? Probably just another poorly serviced restaurant without a minor differentiation.

I think the same can be said for creative departments too. When it comes to being creative, it goes back to comfort and inspiration.

I'm far more creative when I'm wearing TOMS than when I'm wearing loafers. The words seem to flow more when I'm wearing jeans than when I'm wearing Dockers.

And as I've noted recently, everything seems easier when I'm not in a cube farm. That's one of the reasons Kreativ came to life.

Yet, there's a delicate balance between being in your element and being professional.

What do you think? What role does dress play in your profession?

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4 Ways to Sell to a Snob

2011-05-23T07:00:00.000-07:00

I'm a snob of many things. Coffee, music, literature are just a few examples.

Maybe more than the regular customer, us snobs tend to be fairly loyal to our favorite snobbery brand -- the brand of coffee, the music artist, the author, etc.

But even still, there are new companies created everyday who believe they're worthy of competing for my snobby money.

Can you believe it? They have the gall to believe they're better than my favorite brand.

So how does one company break through the snob wall and reach a customer like me?

How to break through to a new audience of snobs.

In my book, I wrote about this briefly.

Even in my coffee snobbery, I buy from a few different roasters. One or two may be my favorite, but I still spread out my purchases for variation, something a little different.

So from the very beginning, as marketers, that's something we need to understand -- that very rarely is the buying decision limited to a choice of one product or another. Instead, it's a decision based on a select number of approved brands.

This understanding is imperative to your success.

First things first

Before you tackle a market of snobs, you need to ask yourself two very important questions:

"Is my product snob-worthy? Is the quality there?"

Some small businesses see all competitors as their competitors. In reality though, there are different product levels, each with their own business mixes.

The auto industry is a great example of this.

Hyundai and Mercedes both make cars, but they're not in direct competition with each other. The each have a very different market.

As a business owner, it's your responsibility to know where your product fits into the industry mix. You may find you have no business competing for snob business in the first place. Save yourself the energy and marketing monies and reallocate your focus to a market of plausible buyers.

If you still think you're game, let's move on to how to sell to a market of snobs.

1. Don't pick a fight

The easiest way to make sure you're never even considered by the snob market is to insult and make derrogatory comments about the snob market's preferred brand.

My parents reitterated this phrase over and over again when I was growing up, "If it's not kind, helpful, or a blessing, don't say anything at all." And when marketing to a group of customers that's highly loyal to one brand, that advice couldn't be more true.

Another way to look at it is by asking yourself, before making an insulting comment, "how could this work to benefit me? Can anything positive result from this?"

You'll find the answer is most likely no. The lesson learned? Be respectful, even to competitors, because your customers will likely end up more insulted than the company you're attacking.

2. Relate to their favorites

By definition, you're a competitor because you have a product that -- in one way or another -- is similar to the product of another company.

Now, you could proclaim to the masses that they're a bunch of idiots for liking product X so much, or you could introduce your own product humbly and educate the masses on the differences between yours and the competitor's.

Does it have a more subtle taste? Is it prepared and packaged using a different process? Is there a unique and storied history that influenced the product?

Or better yet, make a flat-our comparison.

"If you like product X, you'll probably love our product Y, and here's why."

It's one thing to proclaim "We're better!" but it's something else, something more respectful and strategic to educate your prospect about why you're a plausible alternative.

Beating them over the head with them fightin' words isn't going to win any new customers, followers, or fans. But by being a professional and showing enough confidence in your product to sell it (while tabling your emotions) makes you a company that's easily approached and considered.

3. Compliment and engage

I hate the word 'engage.' But in this case, I can't really think of a better way to say it.

If you're on Twitter, follow your competitor and chat about their new developments. Compliment them on a new campaign, thank them for pushing you to always be on the hunt to develop something better, or tell them you tried product X and enjoyed it (you should always be trying your competitors' products anyway).

This isn't supposed to be a conversation where you're picking a fight, this is a cordial interaction.

Think of it like being at a farmer's market. You sell strawberries, and right next to you, is another booth selling strawberries. There's a common bond, you can learn best practices, network, and promote one another.

But more than forging a relationship with a similarly-networked business person, especially on Twitter, your mutual followers will notice the two of you chatting and begin to have a respect for both of you. That's what you want isn't it? You want your customers to think of you on the same level as your competition?

4. Real life outreach

This digital age is making marketers lazy. Get off your butt, physically go out into the market, and find your customers. Talk to them, introduce yourself, ask them what they like and why, and close by giving them a sample of your product.

This way your prospects can make the decision for themselves to determine if you stand a chance against your competitor. Don't leave the decision to social media and banner ads, give them your product, let them kick the tires and evaluate it on their own time.

Very rarely will a prospect pay for a competing product without 1) hearing a testimonial from somebody they know or 2) getting a sneak peek taste of your competiting product.

Freely give them a sample, get them addicted to the idea of another quality alternative, and then let your (quality) product keep selling for you. This is about removing that barrier to considering you in the first place. So get them started on their own and get out of the way.

Talk back

What do you think? Are there other ways that have worked for you?

Maybe you're a snob yourself and are quietly considering the ways you could possibly be broken. In either case, leave a comment below and let us know!

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Better, Faster, Stronger, Smarter

2011-05-16T06:48:00.000-07:00

I again had the honor of writing an article for the Santa Clarita Valley Business Journal, this time in its April issue.

My article, "Better, Faster, Stronger, Smarter" explores ways to remove barriers to buying and make a business more convenient, and how to be more productive as a business owner.

In the article, I cover tech applications including:

Square,
Location-based marketing,
Evernote,
To-do lists,
Social marketing clients, and
Google Apps

For you loyal readers, here's a short excerpt:

I'm not proud of it, but it's true: There's something grand about Del Taco's #14 combo meal — just the right amounts of grease and substance.

And while the prospect of two tacos, one quesadilla and a soda is enough to send a glutton into a fit of joy, remembering that the location closest to my home doesn't accept credit cards is enough to send yours truly into a 'This is 2011, if we can put a man on the moon, certainly you can accept a credit card!" rage.

Sure, I could pay with cash (if I was carrying it), or even my ATM card. But as my arm reaches through the driver side window to punch my pin number in a germ-ridden keypad, I can't help but reflect on the importance of convenient, hassle-free transactions.

While the simple procurement of a credit card machine isn't a complex business decision, it instantly puts a business like Del Taco on par with similar fast-food alternatives. If not for taste, then for how money is exchanged.

To learn more about my thoughts on apps that make your business more convenient for customers, and help you as a business owner be more productive, read my article over at the Santa Clarita Valley Business Journal.

I'm Too Nice

2011-05-12T07:19:00.000-07:00

Last month, Joe Sorge and Chris Brogan asked an important question on their Kitchen Table Talks weekly video podcast.

The question being, "Are you too nice?"

My response was there's a difference between being nice and being cordial. And that being too nice is sometimes perceived as a weakness, and there are circumstances where you just need to show your spine.

What's the difference?
If anything, their question was timely.

The wife was struggling to find the difference between encouraging and spoiling employees, while I was trying to find a balance between accommodating clients and changing everything at a moment's notice to ensure any and all happiness.

Both of us thought we were developing respectful relationships that would eventually be reciprocal in nature. Instead, we both got burnt and taken advantage of because we were too nice.

The value of boundaries
Without intending to do so, my wife and I completely eliminated any professional boundaries in hopes of a more friendly outcome.

She quickly approved vacation requests and bought little Valentine gifts for her employees, which made her seem less of an enforcing manager — too soft, too easy.

I stayed up until 3 in the morning working on projects, I let late invoices slide, and I sacrificed time that I'll never regain — ultimately resenting myself for it.

The sad thing is, I'm an idiot, and I've sorta blogged about this before.

Without a formal structure, our employees and clients trampled us -- taking advantage of us because they could. Because we didn't tell them any differently. Because we were too nice.

How to show your spine
I'm certainly not advocating going out of your way to be unfriendly.

But there's something special about defending yourself and sticking up for what you really know to be the best next step.

Not only does it give you a new-found confidence, but it demands a respect from others, it builds an unsaid boundary for what's allowed, and paves future expectations.

Plus, by actually denying a request occasionally, you're creating more demand and value for what you have to offer — whether it's vacation time or a new design.

Do what I'm (still) trying to do — be cordial, be accommodating, be respectful, but don't be too nice.

4 Ways to Promote Your Blog with Twitter

2011-05-04T06:52:00.000-07:00

Shortly after my Problogger guest post, I was approached by the fine folks over at E-Junkie, asking if I'd write a guest post for their blog.

A little back story for you — when shopping for a vendor to assist with the e-commerce and digital file delivery of my book, E-Junkie was my final choice.

And since its release in January, they've been great about processing transactions from literally all over the globe — from Los Angeles, to Sweden, to London, to Argentina, to Canada, to Australia. Amazing when you think about it really.

So! All that to say, I wrote a guest post on how to use Twitter to promote your blog.

In the article, I touch on:

new blog post announcements,
monitoring chatter,
embracing synergies, and
post recaps.

Here's a tease

The E-Junkie team has curated a lot of great information over on their blog. But until you go there yourself, here's a short excerpt of my article:

Last month, I wrote a post about how one would market themselves and continue selling if the Internet was turned off. I asked, What if there was no Twitter? What if nobody could read your blog? If SEO wasn’t on the table, how would you reach a new audience?

Fortunately though, we do have Internet access. And Twitter happens to be a very real and very powerful marketing tool.

But even while leveraging all the power of the Internet, you must remember — even online, the most successful relationships, the highest-margin transactions, and the fastest-growing blogs rely on the most basic human principles.

To read the rest of my post, click here.

Are you opinionated?
Every day, we all have interactions and transactions. Hundreds of them, in fact.

And if you're like me, there's been something that's made you think, "now there's a lesson on how not to operate," or "that's something more businesses should be doing."

So that's what I'm looking for — your opinions — your perspectives. Want to have your guest post published on The Smart Marketing Blog? Want to drive traffic to your own blog and be exposed to a brand new audience?

Here's a few guidelines for your submission:

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

How to Raise Your Stress Level by 200%

2011-05-02T07:41:00.000-07:00

At the beginning of this year, I told my wife that 2011 was going to be "my year."

And quite honestly, it was initially due to my imminent turning of 30 years old (and too many gray hairs to show for it).

I've traveled more than I ever thought possible, I have a beautiful home and a wonderful wife, and a successful advisory business.

Yet, I was determined to make turning 30 something amazing to remember, rather than something to dread (yes, I dread it).

So, enter my latest project — Kreativ Cooperative Workspace.

Why another project?

I wasn't actively seeking something else to do. In fact, I'd just released my book and was looking forward to some time where I didn't have any deadlines, nothing looming, just some free time.

But one meeting for the new Firehouse Team Real Estate website, turned to another meeting exploring new synergies, which led to a lunch meeting with four friends in a local clubhouse concerning an idea that would become Kreativ.

So why did I take it on? Very simple, I believe in it (more on believing in a project in a future blog post).

What is Kreativ?

Kreativ is a cooperative and shared workspace in Valencia, California.

And it exists specifically to help grow new start-ups and freelancers in and around the greater Valencia area.

For people like myself — folks sometimes working out of their homes — Kreativ is something special.

Instead of meeting in a coffee shop or struggling to find quiet time on the living room's couch, Kreativ offers freelancers and small business people a whole lot of exiting amenities like:

4,200 square feet of creative space
24/7 keycode access and monitored security
communal workbar area
private offices
private conference room
media production room
versatile event space for 115 people
free high-speed WiFi
complimentary coffee and tea

It's a modern and creative environment. And now, it's here in Valencia.

And today, it officially opens! And I'm so excited for it.

How to start a brick-and-mortar business

That will be the title of a future blog post.

Because, frankly, I couldn't begin to give you any advice. I'm still learning.

I've started a sole proprietor consultancy. I've launched a mobile side business that's open for just five hours every year. But I've never been a part of signing a lease, or tenant improvements, or focusing on very real expense and revenue projections.

So to say that it's been a stressful four months is quite the understatement.

Fortunately, I share it with three other great partners — each sharing a very different talent and a strikingly different viewpoint.

So as Kreativ grows, I'm excited to share what we've learned, how we've grown, and how to attain a successful real, tangible, on-the-map business.

What's next?

Well, very simply, if you're in or around Los Angeles, I want you to come visit Kreativ.

Need to focus on a complicated project? Need a place for your corporate getaway? Need a place to impress a new client?

Kreativ is just the place.

So visit JoinKreativ.com, take a look around, find a package for you, register for an account and start to grow your business.

And for all you loyal Smart Marketing Blog readers, use promo code JOINKREATIV25 to receive 25% off ANY membership or reservation you make between today and Sunday, May 8th.

See you there!

5 Steps to Building Your Blog Like a Model Plane

2011-04-29T07:00:00.000-07:00

Today, over on Men with Pens, I wrote a guest post entitled, "5 Steps to Building Your Blog Like a Model Plane."

My post compares the youthful building of a model plane to building your blog or online presence. Model planes were a passion of mine as a child.

And reminiscing those times reminded me how the basic building principles apply to more than a youthful hobby.

In the article, I touch on:

Selecting the right blog platform for you,
The importance of the site structure,
Self-editing,
Headlines,
Project patience, and
Blog promotion.

Here's a tease
James has a lot of great information over at Men with Pens. You really should take a few minutes and check it out.

Until you do, here's an excerpt of my post:

The boy had a crush on the F-16 Fighting Falcon.

Looking back, the obsession may be attributed to attending Blue Angels air shows as a child. Or, perhaps a more practical reason — the jet looked really, really fast.

Like any seven-year-old boy obsessed with a fighter jet, F-16 posters hung above my bed and I’d mastered the sound of the afterburner at full blast. But it wasn’t enough.After mowing enough lawns and walking enough dogs, I finally saved enough cash to walk into the hobby shop and buy my own F-16 model plane kit.

Back home with the model box cover propped upright, glue tubes ready for use, and a host of paint brushes and colors nearby, I was eager to see the boring plastic pieces in front of me transform to become the beautiful airplane seen on the box.

Building a model plane is not unlike building a blog. And there lessons I learned building that F-16 that served me well when I began writing online. Here are the top 5.

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

How to Make Employees Work Like Entrepreneurs

2011-04-25T06:32:00.000-07:00

When's the last time you had one of your employees work a weekend, work through dinner, or spend time away from his spouse and children without an incentive; without being asked... without being pressured?

And yet, budding entrepreneurs do it constantly, effortlessly — their incentive being themselves and furthering their own success.

Entrepreneurs have a sense of pride, ambition, and self-reflection with their own ventures.

While corporate employees know from the moment they step through the door the next 8, 9, 10 hours aren't theirs. Those hours are owed. Sure, they receive a paycheck. But Joe Lazy still receives a paycheck by doing insufficient work, spreading paper all over his desk and making it look like he's busy.

So how does a corporation empower its employees to work harder — smarter — without financially-incentivizing them.

As you know, I'm an advocate of tipping for exceptional service. But money is a limited incentive.

Productivity and the working environment

Entrepreneurs aren't micromanaged, they're empowered to do as they wish. They work when they want, how they want.

So if your employee doesn't flourish in a farm of 5-foot high cubes and dull lighting, why hold them captive to it?

Using employees like stock

In my stock portfolio, I put my money where I receive the highest return. I don't keep it all in government bonds because historically it's safe there. I move it around where, yes, there's some risk, but ultimately, being responsible, I'll realize a great return.

Consider using your employees like your money and put them where they're most productive.

It's tough for corporations.

They have thousands upon thousands of employees. They struggle because if they let Tom work from home and Sally work half-days, Joe and Diane may demand the same treatment.

But that sort of work arrangement is earned, it isn't a right. It's awarded because there's a tangible difference in results.

Sure, if the employees aren't happy with their current work environment, they can leave and seek employment elsewhere. But as a business, that's a pompous approach, don't you think? Pushing your best employees to the competition?

Instead, imagine the resulting productivity if thousand upon thousands of corporate employees worked like entrepreneurs — working their rear-ends off to see its success, working where and when they're most productive. Thousands of employees all working together the way they're most productive? Wow.

An alternative work culture doesn't make a corporation any less of a corporation. It makes it a smarter, though.

5 ways to empower your employees

1. Don't micromanage, give them ownership. Nothing removes the wind from a corporate employee's sails like repeatedly being asked for status. If there was something to say, it'd probably be said. If not, your employees probably aren't sitting on a update simply to cause strife. Instead, make them own a project. When it's theirs and only theirs, they're invested — and you'll likely see the same sense of pride entrepreneurs have with their own new projects.

2. Empower them to work when and where they want without guilt. Years ago, I had a boss who would work nearly every Saturday and Sunday. When I'd come in to the office Monday morning, there'd be a collection of post-it notes scattered around my office. "Finished reviewing the proposal. Saturday. 7:23A," "Good article on page 52. Sunday. 2:55P." I quickly grew to resent him. Not for working the weekends — he could work whenever he was most productive — but for holding his working habits over me in a manner that said, "I'm working now, why aren't you?" The obvious answer to his question is "If I don't take a day to breathe, I'll burn out." But at the same time, there will always be something else to do. Sometimes, you just need to call it a week.

3. Use them as an example. After implementing a new alternative working arrangement, you'll probably have some jealous employees floating around the office. Now, point to those lucky employees, ask the jealous crowd if they want that same lifestyle, then tell them how they can earn the same privilege. It's less about punching time cards and more about investing. Would you turn down an entire team of completely-invested employees?

4. With every graduating class, the work culture is changing. And as you probably know, your productivity directly relates to the culture you foster. Workshifting isn't an exception, it's a change that's here to stay. So gradually adopting it so it's not such a corporate culture/HR shock is the wise and prudent thing to do.

5. Treat them like adults. These are professionals. They have a proven track record of success, new ideas, etc. Heck, you hired them for a reason, right? Stop with the monitoring bracelets. If your employees want to go golfing when they should be working, so be it. If they're able to produce quality work on time and as needed, plus enjoy some recreational time, they've probably earned it. Granted, this isn't a time to congratulate them for pulling one over on you, but as long as they're getting quality work done, why does it matter?

There are always exceptions

Sure, you may need your team in the office for meetings. Sure, you may want them available the office for whatever may come up. But those are the exceptions.

There's no reason to deny long-term productivity and morale for a few isolated cases of basic human interaction.

Go on, dive in, and realize new profitability from your energized team.

How to Keep Selling When the Internet is Off

2011-04-21T07:45:00.000-07:00

I've been sitting on this post for a bit.

Partly because I didn't want to seem like I was trying to capitalize on the political revolutions in Egypt, and partly because I haven't entirely wrapped my mind around my own feelings on the topic.

One thing is certain though — within six minutes, the entire country of Egypt pulled the plug on the Internet.

There were no social media platforms, no email, no search engine keyword advertising campaigns, no cookie redirects — there was no Internet.

And putting aside the violence and political sensitivities of the event for a moment, it makes you consider — as a small business owner, how would I continue selling without the Internet?

The Internet is making you lazy
When I founded Rhyno in 2007, I wasn't using social media. Most of my clients came through word-of-mouth and recommendations.

And those who didn't, I worked for. I didn't ~~stalk~~ follow them on Twitter, I sent them physical letters and told them I'd call them at a specific time, on a specific day, to talk about the contents of my letter.

When's the last time you courted a prospect without the aid of the Internet in some manner?

You can argue that all the blogging and all the new click bait content (shame on you) and all the engagement in the world is equivalent to the non-digital courting of earlier years, but at its core, it's missing a bit of humanity — that personal touch.

First, there was MySpace
Forget depending on a free platform like Facebook and Twitter (which can shut down or change terms without a moment's notice), the big questions are: How do you still grow your business? How do you market?

Twitter's been hot for a few years now. And in social media years, history says it's close to its expiration.

MySpace was hot before Facebook came around. And all those companies, bands, and artists who solely depended on MySpace to become the next Tila Tequila suddenly had to learn how to conquer the newest social platform.

Twitter isn't a social platform silver bullet. Soon, there will be another big deal, and Twitter will fade away.

Which is unfortunate, because like you, I've benefited a great deal from the networking and friendships made via Twitter.

If not social media, then what?
This isn't about going back to traditional medias, this is about a refocus on targeted marketing.

The Internet means we can potentially have customers all over the world. But sometimes, that's more of a liability than it is an opportunity.

Because our target market isn't everybody on every continent — that's not defined, nor realistic.

Instead, the Internet offers the opportunity to take billions of people around the world and target only a segment of them; to spend monies wisely.

But without the internet, it's about spending your resources only on those plausible prospects, and finding the charm in face-to-face interactions again.

Instead of the tribe of Twitter followers, it's about the people like you working in the coffee houses. Instead of the angst-ridden message board, it's the industry networking event.

Remember how to be human
This isn't a post about what to do when disaster strikes and you can't get online, it's more about not being dependent on one marketing channel.

In my consulting appointments, I preach the value of diversification.

It's like your stock portfolio. A little here in a high-risk account, a little over here where it's status quo, and a little over here where it's a safe bet.

Diversifying your stock means you're protecting yourself from a grandiose, all-or-none catastrophe.

And its the same with your marketing portfolio. A little money dedicated to traditional media marketing (because as much as you're online, there's still a lot of people who aren't), a little to face-to-face canvassing, a little to social media, a little to keyword advertising, a little to referral rewards, etc.

To me, the human aspect cannot be overlooked.

Take the digital interactions offline to remind yourself how to deal with somebody face-to-face. Instead of sending the email, pick up the phone and say hello, ask how the kids are, say happy birthday, and then, ask your work-related question.

Better yet, send a handwritten thank you note or take them out for a no-pressure lunch.

The value of the Internet
If it weren't for the Internet, you wouldn't be reading these words. So, I think that's pretty important.

But at the same time, we've grown to a point as digital marketers that we've forgotten what it's like without the Internet.

I asked cartoonist, Hugh MacLeod, how he'd sell (books, fine art prints, cube grenades, etc.) without the Internet; his answer was telling.

He responded, "Like many of my peers, I can imagine life without kidneys better than life without the Internet."

But even with all the Internet's value, it's important to revert back to the humanness of business.

Especially now where everything is done online, you might be surprised as to the success of a campaign that purposefully avoids anything digital and focuses on reaching prospects face-to-face.

Suddenly, face-to-face is the new social marketing, the "in real life" social media. Face-to-face says you mean enough to me that I'm not going to cheat it online. It says I care enough about you to take time out of my day to get to know you better.

But most importantly, being human can't be turned off.

5 Ways To Grow Without Cold Calling

2011-04-18T07:31:00.000-07:00

I wrote 31,623 words on how to market your small business without cutting corners, without insulting your prospects, and without breaking the rules of marketing communications.

So when I saw a Freelance Switch article advocating cold calling come through my Reader, I flipped out. Partly because the article didn't do anything to sustain a valuable, premium-based relationship with a client, and partly because the article indicated it was going to give you, the reader, ways to separate you from the bad guys — by cold calling.

Let me apologize in advance for what's about to be said, because it's likely offend some of you.: If you're cold-calling, you're the bad guy.

As a blog reader, I consume. And very rarely do I comment. But after reading this article, I wrote:

"I’d urge everybody to consider permission-based marketing.

Unless you have permission to call (done business in the past, information request, etc.) why would you insult the recipient with an unsolicited phone call?

There are much better, time-considerate, cost-effective and targeted ways to grow your business. If you still think you need to cold call to grow your business, get off your chair, and meet prospects in person."

Except, my little comment wasn't enough. It bothered me that there were thousands of readers in the Freelance Switch community now considering cold-calling as an effective and respectable way of building your business.

And instead of asking readers to consider purchasing my book, Smart Marketing, to learn effective marketing strategies for building a successful (and sustainable business), I'm going to give you five ways to grow your business without stooping to cold calling. But first, let me explain my qualms with cold-calling.

Cold-calling makes you a commodity
Straight out of college, I was as a sales rep for an office technology company in Los Angeles.

As a rep, I was called to canvas my territory of businesses, knocking on one door after another, gathering business cards, and pitching why my copier was better than anybody else's. Except my copier wasn't better; it also wasn't worse. Truthfully, it was the same.

The copier industry isn't that dynamic. Everybody has paper trays that can hold around 500 sheets of paper. Everybody can print double-sided, in color, and at speeds of 100 prints a minute. Everybody has local service reps with phantom response times.

So in an industry full of identical products with a different name, what's different? Unfortunately, in the copier industry, the only tangible difference was price.

Which rep can provide a similar spec'd copier for the cheapest price? And while a short-term contract win is nice and motivating, it doesn't sustain growth. Because the next time that client is up for renewal, they're going to expect a cheaper price than before.

You've trained them to expect this. You offered a cheap solution. You didn't sell your product as reliable, as a solution to a problem, or as a resource for enhanced productivity — you sold it as the cheapest option on the shelf. You didn't present yourself like a consultant; frankly, you were as instrumental to that transaction as a clerk is at a grocery store.

That's one of the dangers of cold-calling. When you're only seeking a new client — somebody who'll bite on your pitch — you sacrifice long-term profitability for a quick sale before the month ends. And when that quick sale is based on the lowest price instead of the most reputable agency, or the most reliable product, or the consultant with the best talents, you hurt yourself.

Surely you have more to offer than the lowest price. Surely you're better than that. Right?

How to build business
I've told you what I think about cold-calling, and how it can effectively destroy your brand. So instead of being (too) critical, here's five ways for you to give your business a boost in a responsible and professional manner.

1. Permission-based marketing
This was the soap-box for my initial comment/rant. Under the permission marketing umbrella, we only reach out to those people who expressed an interest in our product. They raised their hand, they said they want to know more. And unless they do that, we consider them off limits.

It may be tempting to take a customer’s email address and drop it into your email blast client, but unless they gave you permission to ping them with follow-up email marketing, we don’t do that. It’s easy, but it’s not right.

Here’s a few blatant examples of both the bad, and the good:

   Bad - Buying a list of email addresses and auto-deploying an email
   Good - Establishing sequential messaging based on buying cycle status

   Bad - Poaching email addresses from web pages
   Good - Establishing a list that’s 100% permission-based via submission

   Bad - Putting business cards on random front doors and car windshields
   Good - Providing strategic content on request

If you’re concerned with the longevity of your business, if you’re looking for a long-term growth strategy, you need to utilize permission-based marketing. Ignore the overnight shortcuts, keep your business blinders on, and pound the pavement.

2. Establish authority
One of my best friends worked at the same office technology company, selling the same copiers I did, at the same time I was. A year later, I left and he stayed — where he's enjoyed a six-figure income ever since.

So what made us different? Why did he succeed when I failed?

I was a rep, he was a trusted consultant. I asked for business cards, he established cordial relationships. He sent them newspaper clippings about their industry to maintain contact, I threw the business card away after entering it into my contact management system. He was more than a rep from the very beginning.

And he also understood the value of respecting a prospects buying cycles. He was patient, he was personable, and he never pressured prospects into a quick, price-driven promotion. If the prospects weren't ready to buy, he'd wait and be available for them whenever needed.

When the client regards you as a trusted advisor — somebody who's invested in their business as much as they are — instead of an easily-replaced commodity, there's no need to lower your prices. Clients will gladly pay extra knowing without a doubt you're the best at what you do and that you have their interest in mind, instead of your paycheck.

3. Strategic partnerships
This is one way my friend maintained contact with his clients, even when they weren't ready to buy.

So what, they didn't need a copier, but tax season was just around the corner, so he referred them to his CPA. And when they casually-mentioned that they were embarassed of their current website, he told them they'd be receiving a call from his web design contact.

My friend had a "guy" for everything. And not at all by chance. He established a network of professionals that leveraged their respective relationships to increase his brand's value. He was a connector with the sole purpose of making business easier for his clients.

But it was a two-way partnership. Because every time his CPA's or web designer's clients needed a new copier, guess who they referred them to?

4. Referral rewards
There is nothing more powerful than testimonials and word-of-mouth recommendations. Frankly, they're more effective than any media buy.

If you have a solid product and loyal customers, consider offering referral rewards to those clients to help spread your brand awareness. Empower your current customers to be your advocates. Give them the opportunity to tell their friends and family about your business. And when they do, and when you close that sale, give your customers a percentage of that new sale. Because remember, you wouldn't have had it if they didn't make that referral.

When you do this, you're expanding your network so your brand is exposed to new paying clients. And with every client, you're exponentially increasing your revenue potential.

Concerned about losing 20 percent of a sale? Don't be. 80 percent is better than zero percent, right?

5. Don't compete on price
Price is too easy to replicate. So what can you provide, what can you include, that makes you a notch better than your competition? It's not about giving more, it's about differentiating yourself.

Instead of mimicking your competition's product, and instead of dropping your price by a penny, strive to do something truly unique. Try including an unexpected value-added item in your design package — something that surprises your client post-purchase and reaffirms that they made the right choice in you.

By attempting to appeal to everybody and anybody, you’re, in essence, rounding the corners on your once-unique product. Now it looks like all the other products. And when it looks like all the other products, customers make their choices on price. And the winner in the price war is the product with the lowest price.

Is that the game you want to win? Congratulations! You're the company with the smallest profit margin!

6. Marketing tactics you need to jump on
Look! Value-added pointers!

Above, I've told you why I'm not an advocate for cold-callling, and I went on to give you five strategies for growing your business. Now, to come full circle, here's four permission-based marketing tactics you need to be practicing if you're not already.

1. Keyword advertising
The great power of pay-per-click search marketing is you can implement a keyword advertising campaign and not pay a penny unless it’s effective. Pay-per-click is exactly that. You pick the keywords the best describe your business (remember, they need to be unique), you pick the headlines and the short call-to-action copy that corresponds to those keywords, you decide how much you want to spend on your keyword advertising on a daily basis, and go from there. Pretty empowering isn’t it? To have an intelligent marketing campaign working for you while you sleep.

2. Quality, substance-based blog posts
Focus on writing quality content. If you write content that makes people think, that provokes an audience, that will grow your audience more than any promotional campaign. The blog reinforces your expertise as a business, it regularly creates new content (which assists in your SEO pursuits), and it gives your community a new, more personal way to engage with you.

3. SEO
Search Engine Optimization (SEO) is the process of improving your site’s visibility among search engines through a number of different strategies. Improvement opportunities range from something as simple as reviewing site structure, navigation, content, tags, and keywords to other strategies including inbound links, eliminating duplicate content and paid listings. In a sentence, SEO means you’re finding ways to increase your business’ visibility to prospects searching online. And when you’re able to make positive changes to your search engine results, you’re generate more new traffic to your website, which in turn, is supposed to generate additional revenue.

4. Engage in social conversations
Twitter, Facebook, LinkedIn, (not Quora so much), and even YouTube and Flickr are amazing social tools that take people of the same interests and link them in ways never before possible. A lot of freelancers sit back and watch Twitter updates fly by and fail to see any value in the global social service. But passive social marketing use is just that — reactive — waiting for people to come to you. Instead, proactively seek conversations between users in your industry, in your region, in your city. These are the people you want to connect with. These are the people that'll help you grow your business by connecting you with new business opportunities.

We’ve covered a lot of information here. And chances are, you might disagree with me on a few points.

If you do, let me know, leave a comment or email me. If you find yourself challenged and ready to give-up the cold-calling game, that’s even better. Good on you. Get to it!

"Switch" Book Review

2011-04-14T06:51:00.000-07:00

There are books that I nod along in agreement with, and there are books that challenge me – making me re-read a chapter to make sure I've extracted all the insight out of it.

Switch, by Chip and Dan Heath, is the latter.

The book's subtitle is "How to change things when change is hard." And from a quick glance at the cover, you might think it's a book similar to embracing and anticipating change in your life a la Who Moved My Cheese? But you'd be wrong.

How to get others to change

In the most elementary of terms, that's what Switch comes down to.

You have a great idea and you want to influence a new market that will probably be hesitant to embrace it so easily. So how do you change their behavior from reluctant to eager?

The Heath brothers detail case-by-case why some campaigns find adopters and why others simply disintegrate.

The elephant and the rider
Remember in high school where if you didn't understand one mathematic principle as a building block, the rest of the semester was a waste? The Heath brothers' use of the Elephant and the Rider is similar to that.

When asking people to change (processes, adoption, opinions, etc.), you need to reach them on two levels – an emotional Elephant level and a more rational Rider level.

In some cases, the Rider guides the Elephant, in others, the Elephant feels so strongly about something that it ignores the Rider completely, and goes about its way. Understanding the need to win over both is key to influencing change.

Switch dives in to the basics of change – finding the bright spots (instead of what's wrong), publishing specific behaviors (instead of generalizations), shrinking the change (rather than one, big, daunting task), and changing the environment.

Favorite passages
As always, here's a few of my favorite passages from the book. May they inspire you to act, and to get a copy of your own.

"When people exhaust their self-control, what they're exhausting are the mental muscles needed to think creatively...In other words, they're exhausting precisely the mental muscles need to make a big change."

"What's working and how can we do more of it? That's the bright-spot philosophy in a single question."

"...in almost all successful change efforts, the sequence of change is...SEE-FEEL-CHANGE. You're presented with evidence that makes you feel something."

"Trying to fight inertia and indifference with analytical arguments is like tossing a fire extinguisher to someone who's drowning."

"One way to motivate action, then, is to make people feel as though they're already closer to the finish line than they might have thought."

"You know you've got a smart solution when everyone hates it and it still works – and in fact works so well that people's hate turns to enthusiasm."

"The mere exposure principle assures us that a change effort that initially feels unwelcome and foreign will gradually be perceived more favorably as people grow accustomed to it."

Why you need to buy Switch

I've already started implementing some of the learned principles into my client's strategies and seen immediate results.

It's nothing to jump around about, but it's certainly something that deserves to be taken seriously.

I loved this book. It was almost an academic read, but completely worth every page. Regardless of your role and responsibility, you'll find valuable insight in Switch.

3 Ways I Use Twitter Favorites

2011-04-09T17:21:00.000-07:00

I'm happy to have another guest post published today over on Problogger.

The post, "3 Ways I Use Twitter Favorites," explores the Favorites feature on Twitter—a tool that is largely ignored by the majority of Twitter users.

Myself included until recently.

Here's a tease
I really recommend you take a few minutes and check out all the content Darren has to offer. Until then, there's an excerpt of the post below.

"Until I began receiving notifications of Twitter followers 'favoriting' tweets, I admittedly hadn't thought much of the Favorites feature.

Some use it as a reminder to follow-up on a tweet's topic. Others favorite a tweet they find funny. And some users go as far as importing favorite tweets on their Facebook page, emailsignatures, or even packaging them as an eBook.

There's no wrong way to favorite a tweet (unless you're favoriting every single update you read), but it's worth considering a few other applications."

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

How I Use My iPad (And 7 Apps I Can't Live Without)

2011-04-07T06:55:00.000-07:00

A year ago, I couldn't imagine using one. But a year ago, I was also designing more than I was advising, so the thought of adding an iPad to my tech arsenal just didn't make very much sense.

In fact when the first generation iPad was released, I commented that it was a consumption device, not for creation.

And for me that was true. There wasn't — and still aren't — any express-type Adobe Creative Suite apps for the iPad (I'm looking for Illustrator or InDesign), so any design work I do is done on the laptop.

And yet, here I am now writing this blog post using it — the iPad 2 — to create.

7 of my favorite apps
I'm not going to cover all the apps I currently have installed -- I'll spare you the Angry Birds high scores and glowing reviews of the NPR user interface — and instead focus on the apps I think are beneficial to the small business owner.

1. iA Writer ($0.99) — Usually I do my writing "in the clouds" via Google Docs. Unfortunately, Docs' interface on the iPad is clunky, fickle and just not intuitive. A few days after iPad's release, Nathan Ryan texted to tell me I needed to check out the iA Writer and Reeder (see below) apps. And he was right, iA Writer composes and edits documents beautifully, has a minimalist presentation that maintains focus, and syncs seamlessly with Dropbox. When I'm mobile, it's my exclusive writing app.

2. Gmail (free) — Everything I do, I do through Gmail. In fact, I think it's gotten to where I have nine different email addresses pointing to or from my Gmail account. So being able to access the same Gmail labels, filters, and signatures I would if using a desktop, makes me highly productive when mobile.

3. Evernote (free) — I use Evernote to build-out big ideas — a little on my laptop, a little on my phone later that day, a little on the iPad. Available both a desktop app as well as mobile, Evernote syncs your notes, photos, or audio recording throughout its use. It's versatile, it's easily compatible across multiple devices for collaboration, and best of all, it's free.

4. Reeder ($4.99) — As I write this, I currently have 23 unread blog posts sitting in my RSS reader. That unread number is usually a little higher, but thanks to Reeder I'm able to read through blog posts more efficiently than before. The Reeder user interface is visually attractive, easy to navigate and refreshes at very impressive speeds. Instead of being bogged down with banner ads and a host of comments, Reeder gives me just the post content — and that approach keeps an easily-distracted guy like myself quite focused.

5. Square (free) — Square is a mobile commerce solution. It's a free application that empowers you to accept credit card payments on the spot using the iPad. Square provides immediate new opportunities for small business owners — from the hairdresser making house calls, to the farmer selling fresh fruit out of his van, to the Girl Scout selling Thin Mints. And me? I use it to bill consultations and direct expenses.

6. HootSuite (free) — If you're a business that has a social media presence, a 3rd party social marketing client is integral to your continued social success. HootSuite is a recent love of mine; before the iPad it was TweetDeck (but TweetDeck is complete rubbish on the iPad). HootSuite is great when tweeting from multiple accounts (I keep watch over 4 accounts currently and soon to be 6), accommodating team members, and cross-platform consistency.

7. GeeTasksLite (free) — Again with my Google reliance, I use Google Tasks to organize my life's to-do's. I heavily rely on Gmail Task Sync — which syncs to-do entries between my BlackBerry and my Gmail desktop tasks. When I consult my phone, my tasks are there. When I open Gmail on my laptop, the same tasks, due dates, and details are there too. And now, with GeeTasksLite, I can refer to, edit and add new tasks that sync between all my devices on the iPad.

Enhancing your business' perception

A couple months back, I was somehow sucked into an MLM pitch. And it's only redeeming factor was watching the sales rep use her iPad to sell her brand.

It didn't make the MLM pitch any less insulting, but it almost made it tolerable. She flipped back and forth in her slide deck, she launched video content, and she pulled up eCommerce buy options with a few flips of her finger.

The iPad is a traveling salespersons' dream. No need to carry a stack of product spec sheets, just load them on the tablet and be on your way.Ultimately, this comes back to the consumer's perception of your brand.

Seeing that you've invested in new technology tells a prospect you're more knowledgeable, tech-savvy, or learned than your competitors may be.And sometimes, that's all the advantage you need.

A Criminologist on Marketing Resonation

2011-04-05T11:43:00.000-07:00

In February, I asked the question, "What makes marketing resonate?"

Then, while reading 1937's Think and Grow Rich, by Napoleon Hill, I came across this quote from a leading criminologist:

"When men first come into contact with crime, they abhor it. If they remain in contact with crime for a time, they become accustomed to it, and endure it. If they remain in contact with it long enough, they finally embrace it, and become influenced by it."

While marketing and crime don't really go hand-in-hand, there's a strong similarity here.

First a product is new, and the consumer doesn't understand it. Then they see some friends using it, and they're intrigued. Then after not too long, they themselves simply have to have it. And that influence cycle begins with a new consumer.

That's a pretty accurate description of marketing (sans criminal activity), don't you think?

Why You Need An Enhancement Department

2011-04-04T06:53:00.000-07:00

Walking through the office halls last week, it suddenly dawned on me.

Even though the sign hanging from the ceiling reads "Marketing Department," every person I walked past wasn't marketing.

They were enhancing.

More than semantics

My revelation was more than dissecting the difference between the definitions of marketing and sales.

In this department, the teams were making something better, they were innovating, they were trailblazing new marketing strategies of reaching prospects.

And it made me wonder if rebranding a department—whether it's called Marketing, Brand Management, the design people, or the Product Enhancement Department—would make an internal difference.

Different title, different outlook

If I'm a Marketing Manager, I'm implementing ways of reaching new customers. If I'm in Brand Management, I fiercely protect the brand—seeking brand guideline violations and ensuring the brand is referred to, visualized and understood as intended.

But adopting an Enhancement Department suddenly changes things. Your new outlook is in your department's title.

How can you call it in, go through the motions, or implement a quick and easy fix if you're in the Brand Enhancement Department?

What's more, in product and brand enhancements, your product sells for you. If you have a quality product, you don't need the ads and the elaborate campaisngs as much.

That's the benefit of focusing on the core.

More than a name

Yes, I understand a department's culture isn't immediately changed by something as simple as renaming. But one thing's certain.

The prospect of it lifts the veil of limitations and begins to change your team's mindset.

Internet Radio Comes Full Circle

2011-03-31T07:40:00.000-07:00

In 2000, I was a kid driving down the 101 on a Saturday night, passing the Hollywood sign, pulling into a building on Sunset Blvd. near The Brite Spot where I was a part of a weekly alternative rock radio show.

Seven months later, the radio station was bought for $500 million in cash, and though we had a try at Internet radio, in 2000, it just didn't catch on as we'd hoped.

Eleven years later, I found myself in a building in Santa Clarita with Nate and Ben of Proxart recording this week's Proxart Radio episode.

Gone were the sound proof walls of the Sunset studio, instead, we had an indoor batting cage on one side, and a rehearsing choir on the other side.

Instead of the condenser mic, Ben bravely held his iPhone at an uncomfortable angle for 40 minutes to record a conversation about art and business.

Art and technology
But that's the genius of the Internet and its technology isn't it? You can get away with the bare minimum, you don't have to spend thousands of dollars, and the next morning, yesterday's episode is available for everybody to hear.

You may have read my recent article on Proxart entitled, "Art is Business is Art." If you haven't, go read it, I think it's fairly good.

If you have, then here's your opportunity to dive a little deeper into my thoughts on business' role in the arts.

Go subscribe (it's free) to Proxart Radio's podcast, download the "Art is Business is Art" episode, and listen to yours truly banter for 36 minutes or so.

And if you have any questions, comments, or disagreements about anything I said, let's talk!

Why I Don't Tip (And How You're Doing It Wrong)

2011-03-28T06:40:00.000-07:00

As I wrote "0" on the line labeled "Gratuity," the restaurant hostess rolled her eyes and huffed as she turned her back to me.

Almost as if seeing how disgusted she was would suddenly provoke me into leaving a huge tip.

I'd called-in our to-go order 20 minutes earlier. And here I was now, picking up the food and paying, sans tip.

Why no tip? Well because I paid for what I got. I paid for the food, the containers, maybe even some plastic utensils. Ringing me up is part of the standard job responsibilities.

I wasn't waited on, no drinks were refilled, and no order was taken. Everybody got paid for doing their job.

And here's where you as the reader will roll your eyes: because I ordered to-go, I believe I should've received a discount. Seriously.

When I believe tipping is warranted
I have a simple rule — a guideline of sorts — when it comes to tipping:

Tip as a reward for an act that's beyond the expected.

Don't get me wrong. I'm absolutely not encouraging you to stiff your wait staff for a job well done. That's rude. And there's nothing gained with that behavior.

I'm challenging you to rethink why you're giving more money than suggested. Generosity is great, but in no case should it be a default process regardless of the experience.

As an American culture we've become so comfortable with the concept of automatic tipping it's ridiculous. Just ask our Aussie and English friends.

The bloke drying my car at the car wash? His employer pays him to dry my car; his salary is not my responsibility (regardless of how low minimum wage may be). Now, if in the middle of drying he notices a scratch, grabs some wax and buffs it out, that's tip worthy.

Without actually saying the words, my tip says "Thank you, I notice and appreciate your extra effort." And hopefully that above-average service will be repeated for a customer after me.

A tip is not supposed to say "Hey, congratulations on fulfilling the basic requirements of your job. Here's some charity cash because you're stuck in a low paying job and I feel bad watching you serve me."

The same goes for my local baristas. Mix some milk with syrup, press blend and throw some whipped cream on top of the wife's sugary drink and I'll say "thank you." But take a minute to remove yourself from the production line and create some beautiful latte art, and I'll gladly tip.

Want to automatically charge me extra for bringing a large party into your dining establishment because a party of eight is more work than a party of five? Not a problem, I'll gladly take my large party elsewhere to pay.

What are you teaching with your tip?
My sister-in-law works today as a barista in the mornings and a waitress at night; she knows my thoughts on all this too well.

Tipping for mediocre and bad service says "Yes! Keep doing an underwhelming job. I loved how you ignored me."

Why would you reinforce that behavior? In a culture of youth that already believes they're entitled and deserving without cause, that act only adds to their delusion — harming society's growth in the process.

Sure, I'll double the tax on a check when all is good and acceptable, but reinforcing bad service creates a pattern of the same.

Yes, I could opt to complain to a manager in the case of bad service, but if they're still receiving a tip, that's sending a mixed message (my manager chewed me out, but look, still got five bucks!).

Nature of the game
Nobody forced my sister-in-law to work two jobs that inherently require her to deal with cranky, constantly-demanding people. She chose it herself. Twice.

We don't tip the farmer because he tolerates dirt and smelly livestock. We also don't tip an author for the pain he feels in his hands after writing and rewriting and rewriting again a manuscript.

Instead, we pay the asking price for the good, and we're on our way.

With few exceptions, we chose to do what we do ourselves. We understand the working conditions, the requirements, and agree to the pay before we start anything.

Nobody's keeping anybody hostage in a job; it's voluntary. You work, you get paid. You work harder, you get noticed, you get paid more.

So stop the pity tip, and start tipping based on performance.

Scale of wages and tips
In 1989 I had a team of doctors open my chest, saw through my sternum, stop the blood flow to my heart, slice through an extra left ventricle electrical pathway, restart my heart, and sew me back up.

The fact is, I didn't die on that operating table because my medical team knew what they were doing. And they were handsomely paid based on their exceptional talents.

A doctor could have settled for a job waiting tables. Instead he conquered years of schooling and internships to have the skills to actually save a life. And for that, he is sufficiently paid (and taxed).

Discounts instead of tips
Last year I wrote a post about why self-check aisles in markets should offer discounts -- after all, we're doing the checkout process for the market. That means their labor costs are minimized or reallocated.

And it's similar with ordering food to-go. I'm paying the same price for food even I'm not taking a table. I'm doing you a favor by not needing a table or server. You earn more money off me because that's another open table for other hungry customers.

Sure, it's my choice to pay the same amount for the same food regardless of the environment, but it's an interesting discussion nevertheless.

Talk back
This is a polar topic, so let's hear what you have to say.

Leave a comment below and tell me if you believe tips are performance-based.

That's my main argument — tips are earned, not automatically deserved. So let's try to keep the comments along those lines.

Image

Art is Business is Art

2011-03-25T07:29:00.000-07:00

Today over on Proxart.org, I wrote a guest post called "Art is Business is Art."

For those unfamiliar with Proxart, please allow me to quickly introduce you.

Proxart was founded in my hometown — Santa Clarita — with the sole purpose of empowering and giving recognition to artists living in suburbs.

They do so through a really well-designed quarterly publication (Spring 2011 was just released), a radio podcast, special events and other things the suburbs need to be tolerable. Apparently, this is something artists in suburbs can relate to, because they've garnered global submissions — not too shabby for a suburban non-profit art organization.

My article focuses on the business-end of art (pun intended) and covers:

The artist's responsibility,
Who the artist ultimately creates for,
Art's target market,
To whom and how to market,
Should the artist market his work himself, and
Local art's perception.

For you loyal Smart Marketing Blog readers, here's an expert from the article:

There's an eatery in town that 1) charges too much for its food and 2) takes too long to make it.

As you sit at your table — still waiting for your food to be made — you can't help but notice the glowing art hanging on the wall.

Not glowing in the "I'm going to give that piece a glowing review" use of the term; it's more of a "that framed thing is actually plugged into the outlet and glowing" way.

Seven minutes later and still waiting for your freaking quesadilla, if you're like me, you begin to question art's purpose.

Who decided that piece on the wall was proper decor? Is this the best art this town has to offer? Because surely, that framed monstrosity does not represent "art."

To read the rest of my article, visit Proxart, check-out and subscribe to their Proxart Radio podcast, or pick-up an issue of the latest magazine.

I'm a Bad Businessman

2011-03-21T07:00:00.000-07:00

Last week a woman emailed me. She bought my eBook in January but had since misplaced the download link.

And I can sympathize; I remember the hassle and irritation when I had to re-buy a lost or scratched CD. 

She purchased the book in January at its introductory price of $7.99 and recognized that since her initial purchase, the price had jumped to $14.99.

Her email proposed a compromise: she would re-buy my book if I'd give her the same, reduced price she paid in the first place.

Choose your own (business) adventure
Do you remember reading those 'choose your own adventure' books as a kid? 

As the main character, you decided the next action while briefly weighing the consequences. This email sent me down that sort of thought process.

As far as I was concerned, I had two options:

Option #1

Sympathize with her situation, tell her I'm sorry, but the $7.99 price was a limited time offer.

In return, she either A) begrudgingly re-buys my book at full price or B) decides it's not worth the hassle, complains to her friends about the selfish no-name online author and goes about her way. 

or

Option #2

Agree to the reduced price, email her back with a discount code to be used at checkout and consider the case closed. I receive another $8 and she receives the book she wanted in the first place.

So which option did I choose?

Long-term loyalty
I chose option 3.

Under the third option, I quickly replied to the email with her original download link reactivated and ready for immediate use.

While I appreciated her offering to repay for something she'd already purchased, to ask (or expect) her to pay again is nothing short of greedy.

So instead of remembering the time she had to re-buy a book, she'll think kindly about the time she received a moment of grace. 

What's more -- two days later she also received the free quarterly update as promised to her when she bought the book three months earlier.

Smile marketing
Those unwarranted moments of grace are smile-provoking moments of surprise that have made companies like Zappos a business sensation.

You order shoes from Zappos, they're unexpectedly shipped to your doorstep the next day, you smile with surprise and excitement, and now, you rave about your experience to your friends.

A year ago, I wrote about a similar experience with a goodwill refund. It wasn't expected, nor was it warranted, but the simple facts that it happened took me from a critic to a fan.

It's not all about immediate profits

In my example above I could have pocketed an easy eight bucks -- 14 even. 

But it's important to remember that, while enticing, immediate revenue doesn't support a sustainable business.

I want the woman who bought my first book to also buy my next product. I also want her to subscribe to my blog and tell her friends and colleagues about her experience. And I want to help make that all happen by giving her positive experiences with me and my brand.

And all of those long term implications are worth so much more than eight bucks.

So, yes, I politely declined somebody offering me money. Does that make me a bad businessman or one that's here to stay?

How to Boost Sales with Your Phone

2011-03-17T07:12:00.000-07:00

This month, I had the honor of writing the lead story for the Santa Clarita Valley Business Journal's March publication.

My article examines mobile commerce solutions like Square and explores new ways of boosting sales with this innovative technology.

In the article, I cover topics including:

Leveraging points of purchase,
Converting on the marketing "high,"
Mobile commerce options,
Enhancing brand perception,
Padding the bottom line,
Breaking through the cash ceiling, and
Safety for the business owner.

For you loyal Smart Marketing Blog readers, here's an excerpt from the article:

The aroma of tamales, kettlecorn, and coffee blur into one intriguing scent when you step out of your car and breathe in. Your eyes try to absorb the range of vibrant colors—the strawberries boasting their deep red hue to the bright yellow of lemons and the rich green of fresh bibb lettuce.

And yet, despite the promised sensory overload of each visit, there are still two questions I consider before going to the farmer’s market.

“Do I have cash?” and “Am I motivated enough to stop at the bank?”

Cash is inherent to farmer’s markets. Without it, you’re left window shopping.

The same is true when you’re ever-so-politely asked if you’d like to support your local Girl Scout troop. “I’d love to,” you respond, desperately looking for cash in your wallet.

In both cases, before you even decide if you actually like or need the product, you’re limited by the form of currency being accepted. If you’re carrying cash, the decision is yours; without it though, the decision’s already made for you.

To learn more about my thoughts on mobile commerce and how it can give your business an assist, read the rest of my article by subscribing to the SCV Business Journal.

"Rework" Book Review

2011-03-14T06:15:00.000-07:00

New business owners need a coach.

Somebody to tell them how to scale without abandoning authenticity. Somebody to guide them down one path instead of the tempting and dangerous, alternative.

That's what Rework is—a written business coach.

Written by 37signals founders, Jason Fried and David Heinemeier Hansson, Rework uses very short chapters to dissect a well-organized variety of topics that every business owner needs to be able to conquer.

37signals is a small tech company with employees located around the world. And yet, they've released hugely-successful tech products.

The company's a great model for 21st century businesses—hire people based on talent, not their location; create a creative, innovate culture; buck historical "we need to have a meeting" patterns, and it goes on and on.

In its simplest form, the book is packed full of new business ideas that a younger professional like myself would thrive on.

A lot of corporate cultures are old business souls that do what they do simply because historically, it's the way it's always been done. Rework challenges those practices and offers more human, more natural solutions for building a sustainable business.

As always, a few of my favorite passages:

"Workaholics aren't heroes. They don't save the day, they just use it up. The real hero is already home because she figured out a faster way to get things done."

"Do you want to build another me-too product or do you want to shake things up? What you do is your legacy."

"Commit to making decisions. Don't wait for the perfect solution. Decide and move forward."

"If you're planning to build "the iPod killer" or "the next Pokemon," you're already dead. You're allowing the competition to set the parameters."

"If you want to get someone's attention, it's silly to do exactly the same thing as everyone else. You need to stand out."

"When something goes wrong, someone is going to tell the story...These days, someone else will call you on it if you don't do it yourself...There are no more secrets."

"When everything constantly needs approval, you create a culture of nonthinkers. You create a boss-versus-worker relationship that screams, 'I don't trust you.'"

If you're a new business person launching your own venture, or even an older business soul seeking to reinvigorate your company's culture, Rework is a must read.

Then refer back to it, read it again, get refreshed. It's worth it.

________

See also:
     - Ignore Everybody, by Hugh MacLeod
     - Smart Marketing, by Ryan Barton
     - Crush it!, by Gary Vaynerchuk

How to Stand Out When You're One in a Million

2011-03-10T06:27:00.000-08:00

If you Google the phrase "real estate website template," you get 1,690,000 results.

Considering the National Association of Realtors boasts 1.1 million members itself, that's almost one website full of real estate site templates per member.

So when Bryan Frieders of Firehouse Team and I were discussing his website redesign, that's exactly why I told him we wouldn't be using a templated site.

Value of differentiation

In a community of 1.69 million Realtors®, it's a bit of a challenge to stand-out from the competition.

Silk shirts galore, bad photos of a guy with greasy hair pointing stupidly at the camera – after awhile, the Realtor profession is almost insulting.

Inherently – maybe stereotypically – Realtors have a bad reputation. They swindle, they're unreliable, rude, etc. Plus, in today's economic environment, homeowners are very sensitive to the idea of their home in foreclosure or seeing their home value hundreds of thousands of dollars lower than the original purchase price.

It's a very emotional experience full of confusion and lack of patience.

That's why when Bryan and I sat down to layout his new site design, we wanted it to be clean, contemporary, and easy-to-navigate.

And most importantly, we wanted the site to be unique – completely its own, where you wouldn't find a similarity between Firehouse Team and some random agent in town.

Firehouse Team is a unique service, so why would the website be any different?

Site design
From the very beginning of the site visit, the user is greeted with two navigation options – residential real estate or commercial real estate.

Bryan's Firehouse Team offers services for both industries, and rather than let the user get too far down into the site, we presented two easy, blatantly-obvious navigation options.

We also wanted to leverage new content opportunities – so the blog roll feed and featured property listings were other important components of the homepage.

Enhanced brand perception

Visit a few Realtor's sites and you'll notice one thing in common. They all have way too much going on. They all feature several unrelated typefaces. Nothing's clear. They're all visually insulting.

But when you visit the new FirehouseTeam.com, it's a different experience.

Immediately, the site design silently tells visitors that Bryan's invested time and money into this venture, he's serious about it, and you'll get that same dedication as one of his clients.

Further, the detailed "About" section covers each of the team members (with inviting personal photos and information), and the blog reinforces Firehouse Team's authority in the community.

And that's very important, because when it comes to making a financial decision the magnitude of a purchase, sale, or lease you want a real estate team that not only knows what they're doing, but they're the authority on it.

Choosing the right partners

I've mentioned it earlier this year – I can design, but I'm not a designer. My core talents are in strategic planning and advising.

So when it came time to partner with a web designer, I was admittedly a bit picky. I wanted a designer who was responsible, timely, intelligent, and creatively-current.

We got just that in Artifice Studios. Local to Santa Clarita, Artifice is a boutique web design studio that took the existing FirehouseTeam.com and gave it new, more confident, more refined life.

Endorsements
If you're looking for a designer for your next web project, Antonio at Artifice is an awesome resource. I consider him part of my extended team and recommend him without condition. Get in touch with him, discuss your wants and needs, and let him provide you with a site you want to brag about.

And I'm equally proud to have found a loyal partner in Firehouse Team. Bryan helped my wife and I through our lengthy home purchase. Nine months in, we actually closed escrow on our home while we were in Skagway, Alaska. And when we returned, our home had new floors, new paint, and new appliances. Bryan's a great client, but a better friend.

If you're anywhere near Los Angeles and looking to move your home or office, give Bryan's team a shout.

Why Apple Doesn't Need Social Marketing

2011-03-07T06:44:00.000-08:00

Social media is hot; this is no surprise.

In my recently released book, I detail how social marketing can be an incredibly effective method of growing your global market.

And yet, I've also told you how sometimes, social marketing may not be right for your business.

I'm not fickle with my advice, it's the truth.

For a small business, it's a great way to launch into the community without spending a lot of money. For the Fortune organization, social media is a new way of engaging with customers in a more personal manner.

But Apple, the worldwide tech giant, simply lacks a conversational, engaging social marketing focus.

Integration, not dedication

The interesting part of Apple is the company's focus on existing social media platforms within their network.

Sure, you can share your favorite iTunes songs with your Facebook and Twitter contacts or you could explore Apple's own music social network, Ping, to follow your favorite artists and see what your friends are listening to.

Ping is an interesting venture on a number of levels—especially from a company that historically hasn't stepped into social marketing prior.

But the principle is spot-on—sharing.

We've covered the power of testimonials and word-of-mouth marketing, and that's exactly what Ping is; and yet, Apple's platform hasn't taken off as much as the company had hoped.

The power of fanatics
Coming from a company that's extremely secretive and actually sued bloggers and fans, I suppose it's not unreasonable to think they'd stay far away from a marketing channel that encourages transparency and power of the people.

Aside from the corporate culture, I think there's one big reason Apple's stayed away from any interactive Facebook and Twitter accounts.

Very simply, Apple doesn't need to.

While Apple focuses its attention on designing elegant, new, groundbreaking technology, the company's fans and developers do all the social marketing on its behalf.

With every Apple laptop in a coffee shop, with every jogger passing with iPod ear buds, with every iPad now found in the office, Apple's fans are doing the social marketing (the word-of-mouth) for them.

You've seen the company fanatics camp out overnight for the company's next version of the $600 product. You've probably also purchased an app from one of the thousands of developers that help market Apple on a daily basis.

Granted, it couldn't hurt Apple to get involved in the social conversation, but why spend the marketing resources on something that isn't necessary?

Why lift the curtain on the Apple secrecy—that's part of the seduction of the company, isn't it?

You're not Apple

Some small business people look at successful companies and think they can get away with copycat strategies.

You're not Apple, and you need social marketing more than Apple doesn't.

So instead of thinking you too can ignore social media and be that "secretive" company with raging fans, focus instead on creating a community of empowered fans who can market for you.

Give them an amazing customer experience, give them a satisfying transaction, and give them tools and content to help spread your brand.

And perhaps, most importantly, remember that Apple's spent the last 35 years building that dedicated, fiercely-defensive, always supporting community of fans.

How long have you spend building yours?

5 Ways to Escape Your Smartphone

2011-03-04T07:49:00.000-08:00

Today over on My Escape Velocity, I wrote a guest post entitled, 5 Ways to Escape Your Smartphone.

Founded by Chris Brogan of Human Business Works, the My Escape Velocity site exists to provide readers with content that helps build skills in business, money, books, self-improvement, and other challenging areas.

And with that, my hope is that my 5 Ways to Escape Your Smartphone post resonates with readers like you.

Here's an excerpt:

Last week, I built my phone a home.

It doesn’t have antenna bumpers, nor does it boast one of those fancy battery charging pads. Frankly, it’s not much to look at, but it serves its purpose. It’s a resting place; a small bowl.

In a society that markets a new phone as the best way to get back to life, it’s obvious, isn’t it? Drastic measures must be taken.

We need to unshackle ourselves. We need to remove the phone clip from our proverbial belt. We need to escape our smartphones.

And here’s how we’ll do it...

So go on—head on over to My Escape Velocity, read my post and dive-in to the 5 steps I suggest to declaring independence from your smartphone, and leave a comment with your thoughts.

Chris and his team have a lot of really good things to say, so it'd behoove you to subscribe too!

Are you opinionated?

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

Don't Take It Personally

2011-03-03T07:14:00.000-08:00

It's an interesting response, isn't it — "don't take it personally."

Without saying the words, the phrase is accusatory and insulting, but masked as a helping hand.

And unfortunately, this interpersonal response has made its way into our business lives.

Make your business personal
When it comes to your business, the cliché couldn't be farther from the truth.

Consumers no longer want to be an anonymous statistic, they want to be recognized and appreciated.

Years ago, there was a point where the kind folks at the local Jamba Juice started making my morning order before I even got out of the car. They didn't know my name, but they knew my order didn't change.

They made my experience personal.

Customization

What's more appealing — "Dear dining enthusiast" or "Dear Ryan"?

The first option implies a boilerplate letter, nothing special, nothing unique, nothing to stop us from immediately trashing.

The second option starts with a personal recognition, my first name. Sure, the rest of the piece could be a form letter, but at least they tried to make it more personal. How much additional work did that take?

Customer personalization
Grocery stores output coupons based on your shopping habits, they're trying to make purchasing commodities more personal. Amazon suggests products you may like based on prior purchased, they're trying to make your online shopping experience personal.

And the list goes on and on — Netflix does it, iTunes does it, and so does your favorite local dining hole.

So why aren't you making your customer's experience with you more personal? This is the perfect opportunity for you to upsell a new product line that your customer may truly benefit from, plus, at the same time, it reinforces your role as a trusted consultant, a true friend, somebody who helps — rather than an overzealous salesperson.

And all of this goes back to simply being human.

Include a handwritten note with their next purchase, throw-in a free sample of something you know they'd like, or give them a shout to say thanks for their loyalty. Very simply, show your customers they're more than a number.

"Social Nation" Book Review

2011-02-28T04:56:00.000-08:00

When I first received Barry Libert's "Social Nation," I quickly assumed it was another book about social media and how to use the big four social platforms (Twitter, Facebook, Flickr, and YouTube).

And it's almost a shame I went into it with that expectation, because I ended up looking for an angle that wasn't there.

Instead of a "how to" of social marketing (which I couldn't be more pleased about), Libert takes a giant step back and dissects "social."

Instead of the best way to gain new followers, Libert offers commentary on the development of social skills, company culture, community's role in product development and other "social" principles.

And that step back is important because too many organizations rush into social marketing because it's the latest, hot industry development. Before setting up that Facebook page and tweeting about company happenings, you need to first reflect and determine are you a social business, and if not, what needs to happen for you to be?

As always, some of my favorite passages:

"...businesses are no longer the gatekeepers of their own brands — their communities are."

"Listening to what people want, how they feel, and what makes them tick enables social businesses to improve customer experiences and create attractive communities."

"Not only do customers want to purchase outstanding products and services, they really want to do business with people who provide a communal experience of belonging."

"To foster a collaborative culture, you have to be open to the fact that people are going to think, act and behave differently than you do."

"...social isn't just about a paradigm shift in technology. It also requires a business and cultural shift in how your company is organized and run."

"Social Nation" is more of a pre-requisite to the social marketing "how to" books out there, it's a building block moving forward in a social commerce environment.

How Much Are Friends and Followers Worth?

2011-02-24T07:04:00.000-08:00

With the emergence and popularity of social networks like Facebook and Twitter, we've come to view our virtual popularity and worth in terms of statistics.

How many followers do I have? How many lists am I on? How many likes did my last post receive? How many of my Facebook friends do I really know versus know of?

Unfortunately, the difference between the two isn't as simple as nomenclature to describe clout on a respective social network.

A simple comparison

For sake of conversation, regardless of the nomenclature, this is the difference between a true fan and a observing follower:

A fanatic engages in conversation, a follower reads
A fanatic makes a purchase, a follower enters a giveaway
A fanatic shares the brand with their friends, a follower jumps to the next "hot" meme

A lot of this goes back to understanding the difference between the "want" impulse and the "want to buy" direction.

And understanding this is important to how your spend your marketing resources.

Finding the right mix

When you understand the difference between a supportive fanatic and a observing follower, you begin to see how you can't reallocate your focus.

Do you have a lot of followers in your network? Commit to creating more engaging and interactive opportunities to convert that segment to new fans.

Are you looking to grow a population of plausible customers? Attract new followers by producing new and attractive content to absorb.

Targeted social marketing

I wrote about this topic a bit in my book Smart Marketing, but it's worth covering again here.

Targeted marketing doesn't only apply to media buys; it's equally applicable to the way you talk to different types of social media contacts. Your market may not respond to Facebook marketing, or you may find a captive audience on a more niche social network.

In the same way, you may think your social marketing efforts are ineffective because you're not seeing tangible results. However, concentrating on different types of social media users and catering specifically to them is your key to a highly engaging following.

Remember this next time you think it only takes a few minutes a day to conquer Twitter.

The Smart Promotion

2011-02-21T07:00:00.000-08:00

My book, "Smart Marketing" has been out a little over a month, and thus far, I've been truly overwhelmed by the response.

And what's more, now the paperback edition is available for purchase!

Printed and shipped by LuLu, the paperback edition is 177 pages in an 8.5" x 11" format, with a full-color exterior and black and white interior pages.

So to celebrate the launch of the paperback edition, I'm launching the "Smart Marketing" Smart Promotion.

Now, whenever you purchase more than one copy of "Smart Marketing," — as the digital eBook or the printed version — you'll also receive up to $50 worth of marketing goodies in return.

Here's the details:

>> Option #1: A $25 Value

Buy 2 copies of “Smart Marketing”

FREE 30-minute Q&A teleconference

>> Option #2: A $50 Value

Buy 5 copies of “Smart Marketing”

FREE 60-minute Q&A teleconference
Personalized action points
Post mortem state of your business

So, what are you waiting for?

If you think you can't afford a marketing guy, this is your chance to buy a book packed with real, effective, tested marketing strategies. PLUS get some one-on-one time to ask your questions.

If you're one of the kind people who's already purchased Smart Marketing, not to worry, your initial purchase still counts in this promotion. Simply purchase the additional copies and receive the same benefits.

Thanks again for everybody's support, it's been wonderful working with each of you!

The Producer and the Song

2011-02-17T07:05:00.000-08:00

The rock 'n roll musician sits in front of the piano, his fingers tired.

His producer stands to the side, watching over the musician's shoulder.

"I wrote a hook," says the musician. "I really like it, but I'm not sure where to go with it." The producer steps forward and leans on the piano. The musician continues, "I feel like it should be almost a hip-hop, soulful vocal melody over a slow, staccato piano..."

"...but you're worried you can't do it justice, right?" finishes his producer.

"I can move it down an octave, but it's not really my style." The producer nodded, agreeing, "It's a great song, lots of potential." The musician sighs, "Maybe I'll change the tempo, you know, make it a bit more radio friendly."

Shaking his head, the producer steps forward, "No. No, you can't do that, its slow piano, the different melody... that's what makes it unique."

Because you can, doesn't mean you should
As a business, the same rules apply.

You may have the capital, the time and the means to a new product or service. But just because you can doesn't mean you should.

You have a great idea.

Sell it, pitch it, become an advisor, stay involved, but you don't have to do it yourself.

Be the best you possible

Our musician above was a rock 'n roller. Recording a soulful, hip-hop song himself would have diluted his brand. Rather than spending time and resources on something that isn't your core competency, focus on what makes you, you.

That's one change I'm implementing in 2011 myself. I'm a better advisor and strategist than I am a graphic designer, so that's evolving into my focus. Instead of offering web design, radio production, and consulting services, I'm focusing my energy at what I'm best at — and in turn, giving my clients the best me.

Similarly, we've discussed how trying to appeal to everyone destroys your brand.

The doctor who's the part-time Realtor and a model on the side is the equivalent of the big box retailer who offers oil changes down the aisle from their diamond jewelry. It's just too much, it's over extension.

Be you, be unique, be the best you possible. Be the business that's so different that your competition can't copy what makes you so successful.

How to Write an eBook

2011-02-14T07:45:00.000-08:00

Three years ago, one of my junior associates suggested I write a book about all things marketing.

And it's fair to say, the writing of the book itself was probably the easiest part of the entire "Smart Marketing" campaign. There's a lot to consider outside the writing.

What follows here are my thoughts on what you should consider before you begin (or launch) an eBook of your own.

Why write an eBook

It's all about content; new content. Your blog is good, coupled with your active Twitter account is even better. But ultimately, prospects want to see you as an authority figure in the industry.

In my own eBook, "Smart Marketing," we talked about using a free eBook as a permission-based marketing strategy to collect prospect information.

For instance, considering the economic downturn and the associated real estate activity, right now is the perfect time for real estate professionals to write and self-publish a short, free eBook discussing the facts about the real estate market, the facts on short sales, the facts on foreclosures, the facts on refinancing, the facts on...

Publish your new eBook, 15 Facts You Need to Know about the Real Estate Market and Your Home, and make it available for download, for free, to anybody who submits their email address.

The simple act of downloading your free eBook indicates that that person is somewhere in the buy cycle. So you’ve immediately narrowed your market from anybody coming across your site, to those people who have an active interest in what you’re selling.

What kind of eBook will you write?

Are you going to spend a weekend putting together content in a Word doc, or are you going to create a more formal, designed book? Ultimately it's up to you.

For me, I had to be proud of my book. It was a direct reflection on me and my personal brand. Writing for a few hours and exporting as a PDF wasn't going to cut it, so I wrote 169 pages instead.

I remember teachers in high school assigning a paper and telling the class, "There's no required length, write as much or as little as you need to make your point."

This is actually a great rule for eBooks too. There's no reason for filler material if you've already made your point, but you also don't want to underwhelm your readers with too little content.

If you're releasing your eBook for free, this may be less of an issue (how can you complain if it's free?).

How to measure results

Sales? Clickthroughs? Prospect information acquisition? Measuring results is different for each person.

For me, it was quite simple really. I have a host of friends and family who support me, and I'm eternally grateful for them and their purchases. But the one thing I wanted to see out of my own product launch was a virgin purchase.

I wanted to see somebody who didn't know me, buy my book because it was marketed correctly, because it fulfilled a need.

And now that it's happened over and over again, I want more of it. It's a contagious, flattering, highly-motivating feeling.

What's your timeline?

I'm still not sure if I made a mistake or did myself a favor and held myself accountable when I told the world I'd have an eBook releasing 1/1/11.

I made that proclamation months before the launch date, and as the date quickly approached, my stress levels rose.

But there's something about making a commitment to getting the project done on a predetermined date — if anything it builds anticipation within the community.

Sure, you lose your own flexibility and comfort, but I, personally, work better under deadline. You might too.

Identify a date you realistically believe gives you sufficient time to complete your book, check it, prep it, check it again, ship it, and make a commitment to releasing it on that date.

Will you charge for it?

Let's remove the entire "how will I accept credit cards" problem and focus on the value of your eBook (whether you understand eCommerce should not influence this decision).

Frankly, it doesn't matter what you price your book at as long as you can justify it to your prospects. I've seen "popular" bloggers charge over $100 and see tens of thousands of purchases in their eBook launch (I have not shared such popularity).

Does the amount of information in your book warrant your asking price? Can you justify it with your customers?

If you can't, would you rather see zero sales and a high price point, or a few sales at a price point that makes you feel like you're being fairly compensated?

How will you ship?

So somebody decides to jump-in and buy your book, how are you going to get it to them?

If this is your first eBook, you may be tempted to deliver your digital files manually (somebody buys your book, there's a successful transaction, you email them with a link or attachment of your file).

Sure it's possible, but wouldn't you rather begin and complete the transaction in full while you sleep without any effort at all? Give your customer a good feeling about doing business with you before they actually receive your product.

A manual delivery is the equivalent of hosting your website on a free blog template.

Be a professional, invest in yourself and utilize a service like PayPal, e-Junkie, or ClickBank to help you with your digital file delivery.

What's the format?

"Smart Marketing" was released as an interactive PDF — with videos, hyperlinks and other elements included. Eventually, it was also published as a paperback.

Yes, I could have released it as an ePub file for eReader devices. But to be honest, I wanted to ship the book on-time and on budget rather than delay it for an alternative format.

That's not to say I won't eventually release it specifically for eReaders, but I was content with the piece as an attractive, interactive PDF. And book sales tell me readers agree with my decision.

How will you design?

Inherent to an eBook is the nature of the book being read — electronically, on a computer or similar device.

With that, a general rule you'll probably want to follow is using a wide format for your eBook — that means landscape-oriented pages that tend to work nicely with the normal computer screen.

Because I'm me, I opted for something a little different. Instead of a landscape orientation, "Smart Marketing" is portrait-oriented, but programmed to open 2-up facing (pages side by side).

So on your screen you'll see a page on the left and another on the right, just as you would if you were holding an open book. This way, when printed, it can be filed away, hole-punched for later reference just like a printed book would be. Very simply, making it as easy to print as it is to read.

That's also why I used a simple, not-fancy serif font for the body copy. eBook authors sometimes think because they have the flexibility of a font library they should use a typeface that best represents their personality.

This couldn't be further from the truth. Use a font that's easy to read both when printed and on-screen — you do want people to read your book, right?

And because it's an eBook, it's interactive. Bounce from one chapter to another with a click of the mouse, bounce outside the book to a referenced book, or watch a video case study on one of the chapter topics.

Marketing and promotion

It doesn't matter what you're charging, if you're releasing an eBook, you want it to be read.

You can't sit there in isolation waiting for readers to come to you, regardless of how good your book's content may be. With over 600,000 eBooks for sale in some stores and another insane amount of free books, how do you expect your book to be seen?

Get out there and talk to people on Twitter, LinkedIn and Facebook. Purchase some keyword advertising to help spread your book's reach. If you target the right audience, your book will be read.

But most importantly, make sure you develop have a long-term plan.

I released my book January 1st, and thus far, we've really only seen two of my scheduled marketing tactics realized. I introduced my book with a special price; when January passed, it went up to its regular price of $14.99.

And in the next week, I'll be announcing a special incentive promotion that takes a new view on selling a book. So here we are, in the middle of February and I still have several marketing milestones to check off as the calendar year continues passing by.

As my network grows, I'm honored to meet new readers, so why stop marketing my work a few weeks after its release?

"How to write an eBook" checklist
I'll be putting together a more formal PDF checklist in a bit, so if you have other suggestions, please add them in the comments section below!

"Evil Plans" Book Review

2011-02-10T05:55:00.000-08:00

Almost two years ago, I had the privilege of getting an advance copy of Hugh MacLeod's book, Ignore Everybody. I don't think I've ever highlighted so many "make me think" passages as I did in that book.

As I said in my review at the time, Hugh's book caused me to stop, break my creative mold, and get inspired.

So I was equally thrilled to receive Hugh's follow-up book, Evil Plans to review.

Using easy-to-digest chapters paired with Hugh's cartoons, he presents real ways to work in a field, with a product, that you love. Escape the monotony of the cube farm, avoid uninspiring bosses and do something that matters—it's that simple.

How Hugh works

Late last year, I had the pleasure of sitting in a meeting with Hugh to discuss marketing strategies for a former client.

His words are carefully chosen, dry, sometimes said only to fish for a reaction and entertain himself (or so I assumed).

So it's only appropriate that his book read the same way. The chapters are short and concise, never to contain filler copy, his says only what needs to be said to make a point. And the inclusion of his cartoons to help illustrate these points is very effective.

I have three of Hugh's fine art prints hanging in my office, and each speaks in a different voice, inspires a different message. That's why the cartoons sprinkled throughout the book work so well. Especially if you're a visual learner. Or have ADD...

Favorite passages

As always, here's a few passages that meant something to me. May they seduce you into buying a copy of your own...

"It's not that people don't want you to be successful—they just don't want you to be successful in ways they aspire to be but cannot be themselves."

"If people like buying your product, it's because its story helps fill-in the narrative gaps in their own lives."

"Talk like a human being, not like one of Stalin's apparatchiks. People are hardwired to respond favorably to that."

"Your average product might be useful, offer good value, and all that market-friendly stuff, but the best Evil Plan offers something much more...a chance to buy into an idea that matters..."

Why you need this book

If you're somebody who keeps saying they don't have enough time to read, this book is for you. It clocks in at 179 pages, has short chapters (think 2-3 pages), and has cartoons throughout; I read it in one night.

It's witty, it'll make you think, and it'll challenge you. And you'll enjoy every page of it.

Better though, is what you'll get out of it.

For me, this isn't a book where you take notes, read over them, take more notes, and write out an action list for yourself.

With its concise points and "you can do this if you really want it" approach, I consider Hugh's book a daily business devotional of sorts.

Read a chapter or two before you head to the office, read a chapter during a lunch break—whenever you need that kick in the pants to keep going, to keep doing what you love.

That's what you want to say right? "I love my work."

I enjoy saying that and getting a kick out of watching people's reactions. And it's a contagious feeling knowing you wouldn't rather be doing anything else.

______________

See also:
- Ignore Everybody, by Hugh MacLeod

Can Your Kindle Do This?

2011-02-07T07:19:00.000-08:00

Written in 1934 by Bruno Schulz, Street of Crocodiles was first published in Polish; it was later translated into English in 1963.

Last month, author Jonathan Safran Foer took the book and subtracted carefully-selected words from Schulz' work to create a completely new book of his own, Tree of Codes.

Words, crafted by hand
According to Foer, he walked around with a copy of Crocodiles in this pocket for a year — removing words a sentence at a time to carve out a new literary work; new characters with new and unrelated plots.

The resulting book is a paperback edition with a unique die-cut on every single page — some pages only containing a few words.

Tree of Codes was printed in Belgium, die-cut in The Netherlands, finished in Belgium, and then bound back in The Netherlands. In all, it took over a year to produce.

I received my own copy of the book last month, and I can't help but get lost on a page. It's not a difficult read, it's just different. Words compete with each other, you're not skimming, you're finding new meaning in each lonely word.

Sure, eReaders are a hot technology. Sure, I wrote a book of my own. Sure, you can carry hundreds of books on an eReader device with ease.

But there's some creativity found in a book like this, flipping through the pages, immersing yourself in the die-cut words that you simply can't experience on a screen.

Technology and your business
The same goes for your business — just because there's a hot technology doesn't mean you need to be active on it.

Sometimes, the face-to-face conversation, the handwritten thank you note, the phone call — those are even more effective than all the new technology in Silicon Valley.

What Makes Marketing Resonate?

2011-02-03T08:05:00.000-08:00

I've been sitting on this post for a few months.

It's something I'm still trying to wrap my head around, so I'd like to open it open it up to the community here.

The question being: what makes marketing and advertising resonate?

First, a few textbook definitions of resonate:

1. Exhibit or produce resonance or resonant effects.
2. Evoke a feeling of shared emotion or belief
3. Correspond closely or harmoniously

So what is it that takes you from an unassuming consumer to somebody who absolutely, must have that product?

What takes you from being perfectly content to having an intense need for a product that just launched two weeks ago?

Is it the music in the advertisement?
Is it seeing the actors so happy, productive, and stress-free?
Could it be the endless repetition of the ad to the point you recognize the product the moment you hear its music?
Is the lure of joining the popular, well-designed brand that tempting?
Are you simply bored and looking for an alternative?

Do you have an opinion?

Leave a comment below or shoot me an email so we can dive-in to this topic a bit more!

The Difference Between "Want" and "Want to buy"

2011-01-31T04:21:00.000-08:00

This has been an exciting year. I know, we're only a month in, but fun things are happening.

Exhibit A, today over on Australia-based Problogger, I wrote a guest post on the "want" gap — the difference between liking a product and actually wanting to pay for it.

Head on over to Problogger, read the article, and if you would, leave a comment and join the conversation.

And if you like what you see, subscribe to Problogger — Darren's created a great site full of a lot of great information on marketing in the Internet era.

Are you opinionated?

Your post should be original and relate to all things marketing, social media and/or your business.
You may include bylines and back links to your own blog or website.
Your post should be less than 1,000 words.
Feel free to include preferred images with your copy.
Prior to publishing, I'll edit for content. If there are any significant changes, I'll be sure to pass them by you first.

Doing My Part in 2011

2011-01-27T07:35:00.000-08:00

This month has been more exciting and inspiring than I ever expected.

On January 1st, I released "Smart Marketing" for small business success.

It's 169 pages of actionable marketing content covering important topics including:

Targeted marketing
Brand differentiation
Social media ethics
Twitter, Facebook, Flickr and YouTube tactics
Keyword advertising
Blogging, and much, much more!

The book was a year in the making; I spent countless nights and weekends working on it — a true labor. But completely worth it.

Kind words and more

It's an amazing feeling to wake-up and see transaction notices in your inbox from people I've never met. And it's completely overwhelming to receive words of praise and encouragement from people you admire.

I received these kind words from Scott McKain, #1 bestselling author and Hall of Fame speaker:

"If you want something to shake your thinking right NOW about marketing, it's a download away.

There are more GREAT ideas in Ryan's eBook than just about anything I've read. You gotta go see it!"

Hugely flattering and even more motivating to continue pushing in 2011. And then Amy at LemonAndRaspberry.com posted her review of the book:

"This book is ideal for the small (tiny) business owner who may be wearing many hats.

Especially helpful for small creative businesses like yours – that may not have a huge advertising budget to spend but have the creative chops to find a different and better way to promote yourself.

I really cannot stress how much you will learn from 'Smart Marketing.'"

If you had any doubts before buying your own copy, please let Scott's and Amy's testimonials confirm what exactly you thought — you're going to get a lot of great information in this book.

Will you invest $8 before it's too late?
January's almost over and the current "Smart Marketing" promotion expires January 31, and when it does, its price will go up to $14.99.

So join your fellow small business owners and entrepreneurs; buy yours today, starting at just $7.99!

Thanks in advance for everybody's support; I appreciate you all!

How Coupons Kill Small Businesses

2011-01-24T08:12:00.000-08:00

My wife shut the garage door, put her purse down and sighed, "Oh my God! I am so done with these coupons!"

Her corporate office had mailed $10 coupons to its membership — a first time for such a promotion.

The intent behind the campaign was to spur business from customers who hadn't shopped in the store for a few months.

But instead, the store received swarms of customers looking for the cheapest way to get $10 off — hoards of women trying to bend the legal disclaimer, leaving a general sour taste among both employees and customers.

Does your business need coupons?
Some brands don't rely on coupons; it erodes their brand and all the value they built across the years. Consider Apple; the tech giant doesn't issue coupons because it doesn't need to; the demand for their products is already there, so why discount?

Sure, coupons may increase foot traffic, you may see some trial purchases from some new faces, and that may contribute to short-term sales spikes.

But be prepared for the headaches that come with them — now you have a customer that's making a decision based on price, your procedures have become more complicated, and suddenly your customers feel entitled to anything and everything.

So choose wisely, the lure of the coupon comes with a shady back-end.

"Six Pixels of Separation" Book Review

2011-01-20T07:16:00.000-08:00

Mitch Joel released "Six Pixels of Separation" in late 2009. Since then, his book has waited patiently on my shelf until late in 2010, when I was finally able to carve out some time to give it a read.

And it's a good thing I did too, because just last month, a friend from junior high was asking me for book recommendations so he could read up on digital marketing — this book was among them.

Using examples and case studies from his own consultancy, Twist Image, Mitch explores the premise "everyone is connected; connect your business to everyone."

Regardless if you're the head of a department, your own business or part of a larger department, "Six Pixels" is a great resource for new, respectful, yet effective marketing strategies.

As always, some of my favorite passages:

"This new economy is driven by your time vested — and not by your money invested."

"...that first page of search engine results has become a digital collage of corporate speak, press releases interspersed with real individuals' thoughts..."

"Most businesses don't even know if their traditional advertising campaigns worked until they are over."

"Digital marketing is about being slow...It takes time to build your content, find your voice, develop a community, and earn trust and respect."

"Get comfortable with being a little uncomfortable. The new business game is not about control. It's about the volume of voices."

"The real truth of living your brand comes from acknowledging that your brand is not for everyone. Don't focus on everyone. Focus on connecting to like-minded people."

"You're not looking for sheer mass numbers of people for the sake of traffic. You just want more people who are interested in what you have talked about...Focus on building community and not traffic."

"If Google is paying so much attention to the mobile space...your business definitely needs some immediate strategies to stay ahead of this new and fast-growing channel."

"Blogging gets that voice "out there" and starts the foundation for a solid digital footprint that will immediately demonstrate to potential clients how you think and why you think this way."

"Six Pixels of Separation" is a valuable resource to new businesses exploring the digital marketplace — kicking the tires, figuring out what works and why.
_________________________________________
See also:
- "Smart Marketing", by Ryan Barton
- "Trust Agents" by Chris Brogan and Julien Smith