PERSONAL BILLBOARDS (AND CONVERSATION STARTER?)

I was working on my laptop the other day in at a Paradise Bakery in Phoenix (free Wi-Fi and an excellent "frequent flier" program) when I looked around at several other people, like me, all busily tapping away at their laptops.

Whether it was the potent mix of a particularly strong coffee coupled with a ray of sunshine that hit me just right I do not know, but I suddenly thought…"hey – all that advertising space".

• How many people have laptops?
• How many people use them in public places?
• How many people glance at them while walking by?

Imagine a simple ad on the back of the laptop lid…

"Ask me about…[insert product or service]"

or "Need [insert product or service]? Visit www.[insert website].com"

Nothing elaborate, and something that can be read from ten to twenty feet away. Buy a simple clear or white weatherproof label, print, stick and voila!

In this economy, anything’s worth a shot, right? Who knows what sort of conversation might ensue…

A GOAL A DAY…

What is it about that "Friday Feeling"? The anticipation of two days of no work? Having survived another week of the rat race? Sleeping in? Happy hour?

What ever the underlying cause for that slightly excited 4pm sense of excitement, many people feel a sense of accomplishment; and many wish they could feel that way every day. While this post comes under the broad heading of "marketing", it can apply to other aspects of personal or professional life.

The old proverb "an apple a day keeps the doctor (or dentist) away" has some conventional wisdom within. Take the proverb and substitute "goal" for "apple" and "apathy" for "doctor" and we’re on to something.

Last week I posted an article comparing a marketing campaign to a military one (see VENI, VIDI, VICI). In the article I illustrated that, like it’s military counterpart, a marketing campaign is comprised of a series of goals, each building on the former to achieve the ultimate goal.

Okay Dave, but what’s this got to do with-

Hang on – I’m getting there.

Take a look at your marketing campaign plan. Hopefully it’s broken down into strategic milestones, monthly or weekly goals. If not, perhaps you could consider doing so, and while you’re at it, break into daily goals too.

That’s a lot of work, Dave…

Is it really? The more detail you can break a plan down to, the easier it is to adjust the smaller components. But most importantly, you can set daily goals. This might be something as routine as "complete 10 marketing calls" or "5 ideas for flyers", but at the end of the day, it can be something you can put a line through and say "done". It’s a part of your campaign. You’re a step closer to reaching your goal and getting where you want / need to go.

Is it a "Friday Feeling"? Perhaps not quite, but you can look back at the day with a sense of having achieved something relevant to you and your business.

Happy Friday.

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

VENI VIDI VICI : MARKETING ACCORDING TO JULIUS CAESAR

"VENI, VIDI, VICI"

Julius Caesar is attributed with saying these immortal words (translation "I came, I saw, I conquered") in 47 BC. The Romans, for a many years, quite literally conquered the world; and they did it one battle at a time.

A marketing campaign is like a military campaign: there’s a short-term goal and a tactic for achieving it. Notice I said "short term". A war is (alas) medium or long-term and a marketing program likewise. A marketing program (like the a war), is made up from a series of campaigns, each leading to what is an ultimate objective.

VENI

Now, this is "marketing according to Dave Segrove", not something I read somewhere else. While I consider long-term marketing strategies okay, I think they belong in the realm of larger companies or, preferably, nowhere.

Ooh – he’s picking a fight…

Not really, and here’s why.

I see this particularly with small companies, but the marketing plan (or campaign), becomes another word for "vision" : In two years, by doing this and that we’re going to achieve….

In order for a marketing plan, like a military campaign, to stand a chance of working in a small company (in my humble opinion), is should:

1. be short term (less than six months);
2. have clearly stated and immovable and tangible goals;
3. have a start and end date;
4. include a method to measure success;
5. have a plan to get there;
6. includes the necessary resources;

VIDI

The immovable and tangible goals should be engraved in stone. Again, I go back to the military analogy. The campaign to conquer a city will help win the overall war. Once the objective has been stated, is should not really be changed. The other parts of the plan may change, heck, plans do all the time, but if the goal changes, then a new plan must be called for.

When I work with clients, we often have to go back to basics, determining what their business goals are for, say the next couple of years, from which we can develop a marketing strategy, which is broken down into short-term plans. If plan A succeeds, we develop plan B. More often than not, we run several at once, building fail-over and backup into our game plan.

A marketing plan can be one page, but (in the Dave Segrove method), must include all 6 items. If you cannot develop a plan that includes all six, then perhaps you should question then plan idea and take a step back and look at your overall strategy.

VICI

With the proper planning and goals, you’re all set to go-a-conquering. Hail Caesar – and steer clear of anyone called Brutus.

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

LEGACY MARKETING

"Oh boy, what’s he doing now?"

Excellent question and I’m glad you asked. Let me answer with another question: how do you want to be remembered?

"You mean….?"

Yes, when you get to "the end".

Kidding aside it’s a serious question. Personally, I want people to look back and think "there was a good person, who delighted in helping others".

So, the second question is: are you practicing your legacy in marketing now?

"Uh-oh, sermon…"

Actually, it’s not.

If you think about it for a moment, if you want to be remembered, or look back one day and say "wow, look what I was able to do," consider what you’re doing today in order to be able to have that vision to look back upon.

Are you building pyramids using the strengths of others, or are you building pyramids with others?

If you truly want to be remembered as a good person who helped people realized their dreams, or someone who dedicated their lives to a cause, or a committed individual who just wanted to see people grow, then consider putting that philosophy into practice now.

You only get one pass at this life, and you’re the driver. You may not care what you think in 20, 30, 40 or more years from now. You may care even less about what others may think. But you know something? I’ll bet it shows…

A GUARANTEED WAY TO GENERATE INTEREST

If you’re reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you’re offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy’s.

For example, which sounds more interesting?

• EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS




• YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren’t the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn’t always good…? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you’re looking for.

When you’re writing your next article, blog post, advertisement, web site…etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside

Bear in mind, that the content is important too.

I’ve written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Have a great seo-friendly site that gets you placed is important, but it’s no use if people aren’t staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

WEBBY’S : JULY 2009 ONLINE

The July edition of Webby’s Updates is now online at www.JDELtd.com. Simply visit the site and click on the “news” button to read it.

This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby’s Trivia.

Happy 4th of July!

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

“I’ll GET BY”

"I’ll get by," said a colleague the other day when we were discuss business cards and following a newsletter article (link here) I’d written on the subject titled "10 ways say it with cards". The conversation was about what I refer to as "marketing makeovers", reinventing oneself. This colleague had approached me with a simple request, "I need to change something because what I’m doing isn’t working."

In the current economic climate it’s easy to feel that way. There is an undercurrent of uncertainty in so much of what we do in our personal and professional lives. Business has suffered across the board. What was once taken for granted is now an uncertainty (just look at GM, AIG or Lehman). Everyone is treading carefully because no one can afford to take a risk any more.

But, back to my conversation. We looked over my colleagues marketing material, and discussed how we could "tune" a few things here and there. One of the recommendations I made was a "makeover" of some of the marketing materials. She responded by saying "oh it’s okay, I’ll get by". What I was proposing was not expensive, I hasten to add, and my colleague knew that. But such is the economy that she wasn’t willing to take even that small chance.

"Do you want to get by or get ahead?" I asked her. I explained that she knew she needed to try some new things, hence our conversation, but a change in approach coupled with a "make do" feeling on the supporting materials is a recipe for failure. As Yoda said in The Empire Strikes Back, "do, or do not, there is no try". If you want to change, then decide to change.

As a marketing person, it’s my job to be honest, otherwise, we would have parted ways and her positive feeling about her new strategy would have lasted a day or two at the most. It was my feeling that the "makeover" was need to shed the "old" image. People like new things. You start a new job, you get a new suit. It makes you feel good and that shows. Yes, money is tight, I can attest to that, but if you want to try and remake yourself, don’t settle for "getting by".

Decide to "get ahead". It doesn’t have to be expensive and, to paraphrase a well-known proverb, "a small change is as good as a huge rest".

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.

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.