READ ‘EM AND WEEP

It’s funny what you can come across when browsing for something completely different, but then again, it shows what a good blog article title can do…

BLOGGERS BUSTED BY COURTS

The article on legalzoom.com (here’s the link), discusses the 2009 case of Liskula Cohen, a model, who was called some rather unpleasant things in several anonymous blog posts. She decided to sue. Since the poster was unknown, her attorney’s had to go after Google, owners of Blogger.com where the comments were made.

The case made it to the New York Supreme court where it was decided that the comments had been defamatory and Cohen had rights to claim compensation. More specifically, they quoted a similar Virginia case and stated that anyone suffering "damages" as a result of "tortious or other actionable communications on the Internet" should be able to "seek appropriate redress by preventing the wrongdoers from hiding behind an illusory shield of purported First Amendment rights."
Back in 1995, the US Supreme Court had ruled the opposite, citing that the First Amendment guarantees protection, is vital to any democracy and "Anonymity is a shield from the tyranny of the majority".

A quick Google search for “bloggers sued” brings up a host of results (add 2009 to the search for more current stories) from here and abroad. It that there isn’t a part of the world that doesn’t have a blog-related lawsuit in progress somewhere.

So, what does it all mean?

Well, other than I shouldn’t be so easily sidetracked, it goes to show that "anonymous" isn’t necessarily so. Of course, many of us already know that once we step foot into the Internet world, we’re about as anonymous as a polar bear at a penguin convention. Yet, that aside, it also goes to show that what you say really can matter online. What you say can come back to haunt you, whether it’s a comment you make on a personal level, or, I’m guessing, a professional one too. The "offense" may not have been intended, but that’s up to the "offended" party. There are, I’m sure, some very legitimate cases that deserve a look, but that has to be balanced by the First Amendment (or other freedom-of-speech laws around the world) and allowing people to say what they want to.

The legal lines are very shaky in this regard. Quite literally, the jury is out when it comes to what’s okay and what’s going to end someone up in court. As an enthusiastic blogger and writer myself, I hate the thought of censorship at any level, but such is the world we live in. It’s going to be interesting to see how it develops, but in the meantime…if it’s something I wouldn’t say I loud in a public forum, it might be worth keeping to myself…that makes sense to me.

Oh – and this blog is my opinion and is not intended to offend anyone…sigh.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

IF YOU DON’T BELIEVE, WHY SHOULD I?

To quote a line from the Oliver Stone film Nixon, "nothing sells like sincerity".

Some can fake sincerity. In fact, I know people who take pride in their ability to fake it. This, in my opinion, is as dangerous (if not more so) than not caring at all.

We’ve all been in situations, most likely in retail stores, where we’ve encountered the stereotypical "bored" employee who is just there because "it’s a job", and really doesn’t give a hoot about anything, least of all you.

Now, that’s not necessarily insincerity, but it’s a lack of concern or even "light caring" about a job or responsibly, and it shows.

As a marketing person, I work with many clients. More often than not, we work on projects to "jump start" their marketing efforts. Perhaps this is a "makeover" of some kind, a new approach or a different take on an existing one. What I see across the board is that once we’ve stoked the fires of imagination, excitement heats up, passion brews and the rest follows is so much easier after that.

If you care; if you’re passionate; if you believe in what you are marketing, whether that’s a product or a service, it will show.

Marketing begins with you. You have to believe in the product. You have to market it to yourself and then, as the customer, you have to believe it’s a good thing. If you don’t believe it, then why should your potential clients?

Imagine if you don’t believe you’re doing the right thing…it’s just "a job"…"I hate it, but it pays the bills"…do your (potential) clients deserve that? If you answer "yes" ask yourself why they deserve it.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

G-R-A-S-P YOURSELF – NO ONE ELSE WILL

Hey, if you it can’t G-R-A-S-P, no one else is likely to!

As always, I’m being a little tongue-in-cheek with my acronym, but when it comes to self-promotion, too many people put on the “modesty” hat.

There is nothing wrong with regular self-promotion (also see MARKETING 101 : START WITH YOU”). Call it “self marketing”. Consider these questions:

1. Do you think you’re reasonably good at what you do?
2. Do you know where to find answers if you’re stumped?
3. Do you feel as though you’re a benefit to your clients?
4. Do you enjoy what you do?
5. Do you try and give 100% every time?

If you answered “yes” to any or all of the above, then you should be able to write a whole page in answer to this one:

What are you doing to get the word out?

Is a page too much? How about half a page…? A paragraph?

Marketing yourself is as important as marketing your business. Whether it’s the first meeting and the smile with the handshake or your marketing materials, blog, website, flyers, print ads, online ads, postings, videos, Facebook or MySpace profiles, business card, letterhead, brochure, email signature, ActiveRain profile, newsletter, or whatever, be sure that you’re telling people:

HEY! LISTEN UP!
I’M GOOD AT WHAT I DO!
I CAN BE GOOD FOR YOU TOO!
WORKING WITH ME WILL BE THE BEST EXPERIENCE YOU CAN HAVE!

If you believe that you are everything you answered in questions, 1 to 5, make sure it shows. Take off the “modesty” hat. Get a G-R-A-S-P. Your competition is doing it and nothing sells like good old fashioned

Genuine, Regular And Shameless (self) Promotion

Just keep it sincere

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

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

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.