HANDS-FREE MARKETING: WHAT’S SO SPECIAL ABOUT YOU?

I see it on websites, in email signatures, business cards, refrigerator magnets, calendars…and lots of other places: “I appreciate referrals”, or a variation thereof.

To be quite honest, I don’t know too many businesses that don’t appreciate referrals, I’m one of them. But why should people refer me anyone? What’s so special about me that I deserve it?

If you’ve provided value, service or other benefits to you clients, you would hope that word would get around. Unfortunately it doesn’t always work that way. Sometimes people need a gentle prod to remind them.

So where am I going with this?

Tell them! If you’re so great, let them know. Why should people do business with you? Do you offer great service, dedication, commitment to your client? Do you do something that no one else does (legally I would hope)? If so, tell people what they can expect. Don’t just ask for referrals, give them a reason.

For existing clients, a little reminder…”hey, I did this for you and you were really happy”… For potential clients “hey, if you work with me you’ll get this and this and even this”….

It’s okay to “show off”, “toot your horn”, “shamelessly self-promote”. It’s not rude and it’s certainly not cliché. Your competitors are doing it, why shouldn’t you?

Next time you’re updating your email signature or card or other marketing materials, consider adding a couple of bullet points highlighting the benefits of doing business with you. You don’t just sell a product or service, you’re good at it, and for a reason.

Stand out from the crowd. You’re unique. Show them how unique. Just don’t lie or embellish too much

If all your friends jumped off the roof, would you?

I’m sure many parents have said to their kids something along the lines of “if all your friends jumped off the roof, would you?” I know I heard that growing more way too many times…I did lots of stupid things.

Posts like this make people me me unpopular. Why? Because I question what seems to be becoming “conventional wisdom”, a lemming-like rush to embrace new media, marketing techniques and anything that gives a glimmer of a chance to strike pay dirt.

Most of the professionals I know are very busy people. Many are small business owners or self-employed. A 40-hour work week is rare. Time is precious and there just isn’t enough of it. All want to succeed, most don’t have a lot to bet on new methods of doing so.

I’m increasingly asked about “new” buzzwords in the marketplace. Words such as “social media” or “twitter”, “facebook”, or one of the myriad of options out there. People are being told “if you’re going to make it, you MUST be using this, that or the other and if you don’t you’re not making the most of new technology and you’re a loser.”

Now, it may not be quite that nasty, but I’ve read enough blog posts that are barely a step away from that. There appears to be a new class of self-appointed “social media” and “marketing” “experts” who have found the magic beans that will grow the beanstalk to untold riches.

Some of these people are the same ones who have been pontificating about the “death” of print media and the absolute need to move online and in elitist little circles such as Twitter. Even on sites such as ActiveRain, there are self-titled “gurus” who people just appear to follow blindly, hanging on every word…and I just don’t get it.

This isn’t, by the way, just a rant from someone who is a frustrated social media or marketing “wannabe”. What I am adverse to is a “one size fits all” approach that “experts” are preaching and the negative impact it’s having on businesses across the board.

Every tool has its place and its uses, I’m the first to admit. But, though you may have a hammer in the toolbox, you may question the wisdom of using it to, say, clean a window.

Every new or recycled marketing tool (and don’t be fooled, when social media is applied to business, that’s what it is) has worked for some and not for others. The same went for print ads, flyers and who know what else. To some, the community and client base will dictate the technology. Email flyers are about as much use as an ashtray on a motorbike if your clients live in an area that doesn’t have Internet access.

I’m not adverse to trying new tools and techniques. I think playing around with things like Twitter, Facebook, Myspace and others is essential, if for no other reason that to determine if it’s going to work for you. I am adverse to the “must be part of this” mentality. Social media, like other forms of marketing takes an investment. It may be time rather than money, but a return on investment needs to be evaluated. Will time be better spent elsewhere?

As a marketing “guy”, and I say that because I don’t want to call myself a consultant, expert or guru, I work with my clients to determine what’s right for them. I say to someone, almost on a daily basis, “do three things well, not ten badly”. Time is as important as money. Invest it wisely.

Just because everyone else is running in one direction doesn’t make it the right direction. I think back to the Poseidon Adventure with Gene Hackman and his little band that went against the flow of opinion and ultimately got out of the ship. What may work for this person, may not work for that one and I wish that more people would realize that and that more marketing “experts” would help their clients decide on the right course of action and not the most popular.

I also have to question a social media application that has it’s own version of the Oscars for the best short message…something seems very wrong to me about this. But then I also read a lot of social media blogs in which they poke fun at people who don’t use SM the “right way” or laugh at those who “think it’s just about blogging.”

But I suppose I’ll continue to believe that old-fashioned “meet and greets” are a good idea, that not all paper marketing is dead, that spam emails of property listings is rude and annoying and that social media has a place and isn’t the be all and end all of marketing.

I don’t think I’ll jump off that roof just yet.

WHAT’S A GOOD WAY TO START A BLOG?

I get asked this question from time to time so I thought it might be a good way to start this entry.

Firstly…what is a blog?

According to Wikipedia (www.Wikipedia.org): A blog (a contraction of the term “Web log”) is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.”

On Blogger.com (which is where I maintain some of my own blogs) (http://www.blogger.com/) we find : “A blog is a personal diary. A daily pulpit. A collaborative space. A political soapbox. A breaking-news outlet. A collection of links. Your own private thoughts. Memos to the world.”

But then, check what Daily Blog Tips (http://www.dailyblogtips.com/) has to say: “The main misconception regarding the definition of blogs comes from people that associate blogs with their content. More specifically from people that associate blogs with the content from one particular type of blog: personal blogs. In other words, those people think that blogs are online diaries where people share their opinions, ramblings and personal events. “

This last opinion seems to fly in the face of the the second, and perhaps even the first.

The fact is, there is no formal or precise definition of a blog beyond the face that it’s name is derived from “Web Log”.

What this means to you is that your blog can be about anything. Are blogs a necessary part of your business? No. Can they be useful? Sure! A blog is a quick way of sharing a thought or opinion and engaging in a dialogue with others. The dialogue can be on your own or someone else’s blogs. In fact there are people who only write articles and comments on other blogs and don’t even own a blog of their own.

Blogging, along with other social media tools and strategies can help with marketing your product or services, particularly if you can discuss what you do, how you do it and how others can benefit. I’m not suggesting you give away your trade secrets, but if you can give away a little, people will remember and may come back for more.

To some degree (and this is strictly my opinion), blogging for your business is an evolutionary step beyond free calendars and refrigerator magnets with “to do lists” on them. The idea is to get your brand in front of people often enough that your will be the first thing they think of when they need a service you provide.

Unlike giveaways such as pens or calendars (which do, I hasten to add, serve a very useful purpose), a blog allows you to refresh content periodically. People can browse at their leisure and under no duress (perceived or otherwise). Unlike spam or junk mail, it’s non-intrusive and, if someone has an opinion, they can comment right there and then.

Blogging is interactive. Even a negative comment means that someone took the time to write it and that’s someone who cares enough to follow up with…
Alright, I’ve wandered completely off-topic as always…well, perhaps not quite. If you want to start blogging, a good place to start is by looking at other blogs in similar subject areas. There are millions to choose from.

You don’t have to write daily or even weekly — it’s your blog, so it’s up to you, but do set a schedule so that regular visitors know when to expect an update. If you have an idea for more than one article, write them all and save them somewhere for those days you can’t think of what to write about.
Things that seem to be popular:

• Short articles
• Quizzes
• “Top 10″ lists
• Tips and “how to” articles
• Inside information (the legal kind)
• (Industry) Gossip

People love humor and intimacy. I always advise new writers to write conversationally. You’re not writing a memo or a legal brief, but do check spelling and grammar. I’d advise writing your articles in a word processor and then “pasting” it into the blog — browsers sometimes crash for no reason…and the spellchecker is always handy.

Many bloggers are more than happy for you to “reblog” (repost) their articles. Just be sure to ask first and credit them (and link back to their blogs). It’s a very big compliment to have your blog reposted.

Blogging does take a little commitment, a little effort, but with practice and patience can be tremendous fun and very rewarding.