10 Ways to “Say it with cards”…

By that I’m referring to your business card. That little piece of real estate is, or should be, as much part of your business "personality" as your own. Not only does your business card contain your contact information, it’s an introduction and a reminder for later. When someone is going through the stack of cards on their desk, rolodex or folder and they come across your card, they should recognize it and by virtue of that, recognize you.

That little 3½ x 2 inch piece of paper should be very important to you and your business. If you’re a small business owner, self employed or have discretion as to how you card looks then you have an enormous impact on your business image. Here are some things to consider:

Empty space – keep a fair amount of it. Too much information is as bad as too little. Invariably, the card will look crowded and dense. A good idea is to write down everything you would like to put on your card and then prioritize it. Use both sides – there’s a whole other 3½x2 space to use. Consider putting slightly less relevent information on the back of your card. Your fax number for example, unless you think it’s critical. Your blog address, mailing address…yes, your mailing address…how many people write to you based on your card? More people are going to call or email you… Make it legible. Use a clear font and a good contrasting color. If it’s too small, it’s going to be a pain to read. Don’t try and be clever. To be brutally honest, it’s annoying. Use a good stock. Yes, the economy makes it hard to spend money on some things where we know we can save, but you often get what you pay for, especially when it comes to business cards. Use at least a 12pt card stock. Do consider the return on investment. Plastic business cards may be cool, but they’re expensive. Can you justify that cost? Glossy or not? If you’re going to get a UV (glossy) finish, consider the color of the card. Glossy cards have a nice, waxy feel to them, but they tend to show fingerprints easily on darker colors. Another thing to consider is that if you are trying to save money, think about using a lighter color card. Unless you’re going to a custom printer, most card colors are printed onto the paper. Depending on the quality of the cutter, this can lead to cards looking "worn at the edges" as soon as you get them, especially with a UV finish. A lighter color, or white, doesn’t show this. I’ve designed cards with a white border just to prevent this problem. A matte finish can look very classy. but so can gloss. UV tends to "weather" better. Include a photo? It’s up to you but ask yourself why. First, it takes up space. Second, it needs to be a good one. Third, it should be you and not you and family, you and pets…you get the idea. Do you want people to "remember" you? Well, your winning personality should take care of that. Use photos with caution. If you’re ordering 1,000 business cards, remember that you should try and resemble the photo as you get to the end of the stack. Planning on changing your hairstyle/color? Consider your cards… What should be on it? The "Dave Segrove rule of thumb" is as follows: Front Name Title (optional) Credentials (optional, depending on legal requirements. If you have a whole bunch of certifications, consider that having an alphabet after your name may impress some people but it may intimidate others) Telephone Email Web address (optional – could go on the back) Photo (optional – see sermon above) Logo Quote or catchphrase (optional)The Back Back Address Fax Blog Alternate phone Web address (if not used on the front) Alternate website (if you have another) Space for notes or appointment(s) (optional) Industry required logos (such as Equal Housing etc) Map to your business location (useful for retail) Hours of operation (retail) As you can see, there is much to choose from. Considering that you should leave "breathing space", pick carefully. The background. While a uniform color looks nice, a graphic can be quite eye-catching, as long as it doesn’t interfere with the foreground. What should be avoided? This is just my opinion but you’ve read this far…"I appreciate referrals". Who the heck doesn’t? So why waste valuable space by putting that on your card? Photos that are not relevent should also be avoided. "Clever" sayings that are not part of your mission statement, slogan, motto or catchphrase, tagline etc. If you have the space, perhaps something else to fill it? Oversized or strangely shaped cards. There is a little more room for the latter, provided they fit into a standard business card slot in a rolodex or folder. If your card is too big, where might it end up? How can you get it customized? Work with a designer. Yes, I know it involves a cost, but many designers are not that expensive. I know I’m not, and I really mean that. A good designer will work with you, learn about you and what your business message needs to convey. He or she should provide "mock-up" designs and taylor them until you’re happy. Listen to the designer. Work with them. Ask to see their portfolio and only move forward if you have a good feeling about them.

I don’t pretend to have all the answers, but I do design a lot of business cards. I do believe in being different for each client. You’re unique, so your card should reflect this. "There are many ways to skin a cat" the saying goes (though I have never understood why a cat), and the same applies to business cards.

Would love to help with any questions or concerns.

One of the best parts of my job

I love it when a website goes live. Weeks or months of work have come to this moment. Even though the site owner(s) know what the site looks like, there is still a feeling of seeing something for the first time. The vision is a reality.

I say this today because I’m proud to announce to launch of www.PattyFusco.com, the real estate site of (you guessed it) Patty Fusco. Featuring many standard “realtor” site features such as listings and MLS searches, the site also offers market analysis, trends and reports.

What’s more, unlike many conventional agent sites, this one is 100% custom, with a supporting content management system that allows Patty to update, refresh or remove her own conent.

Saying “your site is live, congratulations” is one of the best parts of my job and a major reason why I do this for a living.

Have a great weekend!

OPTING OUT…IS IT ENOUGH?

As nearly everyone knows, SPAM is "unsolicited bulk email". However, what some people may not realize is that just providing an "opt-out" to recipients does not qualify their message as "not spam".

Many bulk email systems used for marketing require what is known as "confirmed opt-it" addresses. Simply put, this is an address that has been verified and that the recipient wants to receive messages.

In may places on the Internet, by law, an "opt-out" link must be prominently displayed, along with company information from the sender, but sending an unsolicited email with the opt-out link and company information may not be enough if the recipient did not agree to receive such messages from the sender.

As succinctly put on the SPAMHAUS.org site (SPAMHAUS is one of the places that tracks and maintains "blacklists"), "Nobody must ever be required to opt-out of anything they did not opt-in to in the first place". Furthermore, the state as their "Golden Rule" : "Never buy email addresses from another company."

As tempting as it might be to circumvent the system, ISP (Internet Service Providers) and email hosting companies as well as some government agencies are beginning to seriously crack down on SPAM and the definition of what is considered SPAM is evolving. Ignorance is no defense.

If you’re going to send bulk email, send it legitimately.

You can read more about this subject at www.SPAMHAUS.org.

By the way – their suggestion is that when you receive unwanted email, do not use the "opt out" link because it validates that someone is on the receiving end of the message (and you might end up downloading something nasty). Better to mark it as "junk" and let your spam filter take it from there.

STOP! BACK UP!

It’s one those chores that most people don’t get around to, or choose to avoid. It’s an added expense and, like most insurance policies, may never be used. But, like driving without insurance or living in an uninsured homed, if you’re not making regular backups, you’re potentially risking a lot more headache and financial inconvenience that the policy would have bought you.

A large number of people do not back up their computer(s) on a regular basis. Many don’t back up their computer(s) at all. Though the numbers are hard to quantify exactly, a survey in February 2009 by Kabooza suggests that as many as 80% of people do not back up their “home” PC regularly with 50% not doing a back up at all.

For many of use self-employed, the definition of “home” and “business” computers grays a little.

What’s additionally troubling is that over 50% of survey respondents reported having lost “valuable” data from their home computer and still not done anything, begging the question: did anyone learn anything?

Some of the perceived nonchalance is possibly due to some ignorance as to where “data” is actually stored. With web-based services such as email and photo albums, a great deal of “stuff” is stored online. But a significant is stored locally too and invariably, only at crunch time, the quantity and value fully appreciated.

I’m glad to see that several of the PC manufacturers are offering backup services as part of new PC packages. As with security software, these are sometimes offered as additional options at purchase time. Personally, I think they should be given away, but it’s not up to me.

With hard drives getting increasingly larger, we’re storing more and more information and media on our hard drives. If you’re use an MP3 player, you probably have a copy of your music on your PC. Many people have hundreds of photos. Add to that homework, research papers, tax returns, resumes, bookkeeping data, email (especially if you use Outlook)…did I miss anything?….and you have potential for disaster.

Backing up costs money. Whether you use an external hard drive or an off-site web-based solution such as Carbonite or DataDepositBox, it will cost you something to make a copy of your most important files.

The question is: what is the cost of not doing so?

You’re different…just like everyone else…

The title of this post was intended to be somewhat tongue-in-cheek, but there is at least a grain of truth in it. While many marketing consultant, “gurus” or “experts” might beg to differ, I’m of the firm opinion that one size does not fit all when it comes to marketing.

Why? Because we’re all different.

I do some 1:1 and group marketing development exercises and in one I asked people a simple question:

“I’m a potential client. Why should I do business with you?”

At least 7 out of 10 times, the question stumps. But when you consider it, it’s not a particularly difficult one, at least it shouldn’t be if you’re prepared.

Like it or not, your marketing “radar” needs to be on, whether fully or partially, 24/7. Whether your marketing strategy is verbal, printed, online or whatever, you need to be somewhat prepared to jump on an opportunity. So, consider these questions:

1. What do you do for your clients?
2. What are three benefits you provide your clients that no one else can?
3. How can you back up these claims?

Write down the answers using non-technical (non-industry) jargon. The first should be relatively straightforward. The second may take some thought, as will the third, but consider your track record, testimonials, awards etc.

Now, when marketing yourself, know these answers. Whether on your materials or in person, craft your answers accordingly:

1. “Here is what I can do you.”
2. “Here is why you should use me and not someone else.”
3. “Here’s my proof.”

Be different. Be you.

Dave

Please visit my small business development site www.SBGenetics.com for other articles.

HANDS-FREE MARKETING : SEPARATION OF CHURCH AND STATE

Whether by email or on a social networking site, I never cease to be amazed at the fact that many people use one identity for all things social and business.

I receive emails from professional associates that contain all sorts of things, from "forward this to 10 people and…" to jokes and who knows what else. While it’s not the content that bothers me, it’s the fact that it’s coming from what should be a professional (ie business) address.

Ditto on networking sites. When someone is "linked" to the entire world of friends and family, there are bound to be "skeletons"…or worse that get dragged out of the proverbial closet …an old friend who posts the photo of you "totally wasted dude" on your Facebook wall. If it’s the same identity you’re using to connect to business associates, do you need that kind of publicity, no matter how well-intentioned?

Hence the title of this article. There’s a time and a place to "be yourself" and to "be your professional self". I do not buy into the argument that "what you see is what you get" or "this is the real me". There are increasing numbers of stories about background checks and job offers being rescinded because of what someone put in a blog, or on MySpace, YouTube or wherever.

Social media sites have a place, as does email. Remember that what you put out there, or what you let others put out there, could come back to bite you. It may feel great to hook up with a friend from 20 years ago, but do you really know them that well now?

Keep your two "selves" separate. You do it in real life, it’s okay to do it online. It’s very hard to undo what’s been done…and with who "owns" information posted on social media sites, the decision may not be yours to make…

HANDS-FREE MARKETING : A SIMPLE G-A-M-E PLAN

Whether you’re considering a new mail, email, social media, advertising, networking or other marketing campaign, it pays to have a plan. Too often I’ve seen individuals and companies throw resources in an attempt to “market” their business with, at best, questionable results.

Like it or not, there is no quick-and-easy way to market yourself or your product, but it doesn’t have to involve a huge expense, think tanks or a myriad or marketing and advertising professionals.

So, here is the Dave Segrove (JDE) simplified marketing G-A-M-E plan. There are four components, each requiring their own research and producing results. Pulled together, it’s a good start…

GAME – Goal / Audience / Method / Evaluation

Goal – What are you trying to achieve? Much of the time I hear things like “more customers”. While we’d all like that, you might want to consider something a little less generic such as a growing a client base in a specific marketplace. Knowing what you’re trying to achieve will let you set a goal.

Audience – Who are you targeting. Everyone? Think again. The “how” (the next step) will determine what you can afford to spend (in resources). Is a very broad base of potential clients better than a focused group? Do you, or does your business, relate to a particular demographic? Is there a market that no one else has discovered yet (I wish)? A little bit of research here could yield dividends.

Method – How are you going to market yourself? What medium (Internet, in-person, mail, print advertisements, free samples) are you going to use? What’s your budget? By that I include time, money and resources. Money isn’t the only thing to consider when you’re budgeting a campaign. Who will do the work? Are you already putting in 50 hours a week? Can you do more? Time management is also something to think about.

Evaluation – How will you measure success? What is an acceptable return on investment? Knowing up-front what measurements you’re going to use can help you keep yourself on track. It will also (potentially) allow you to adjust your Methods in order to obtain your Goals.

So, before you set out on your next marketing adventure, consider a G-A-M-E plan…while some of this may sound obvious, I really believe a little planning goes a long way.

Any one of these criteria can be explored in depth and at length. I’m always available to help you figure out what will work best for you.

Good luck!

Dave

You can download a copy of the G-A-M-E plan process from my Small Business GENetics website, www.SBGENetics.com