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 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!

“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".

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 : 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

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

Mind Mapping in Marketing Part II (Seeing the Wood Through the Trees)

In part I you started gathering thoughts about marketing. What you hopefully ended up with were a lot sticky notes, each with a thought, some connected and others that just "popped" into your head.

Great work!

Now we begin sorting out the chaos. The final goal will be to get all your thoughts somewhat categorized. This will give you an idea of what each "category" involves. The next phase will then further filter each of these categories, set goals, determine what resources we’re going to need…

But I’m getting ahead of myself.

Start grouping your sticky notes together in fairly broad categories. You can tentatively label these as they become apparent. Also, you’ll probably find that a sticky may fit into more than one category. For this exercise, simply write another sticky with the same thing on it so you can put on in each stack.

Since I’m using marketing as my central theme, some of my thoughts included web site, blog, flyers, advertising, emails, friends, business cards, announcements, hockey, business directories, free stuff, networking group, coffee, free gifts as well as others. I’m using a small list for obvious reasons.

When I organize my collection, I end up with 4 stacks:

Stack 1 : Internet : web site / blog / emails / friends / business directories/ announcements
advertising

Stack 2 : Print : business cards / flyers / announcements / free stuff / free gifts / advertising

Stack 3 : Social : coffee / friends / announcements / networking group

Stack 4 : Everything else (or what was I thinking) : hockey

You may very well have 5,6,7 or more stacks. If you do, consider the question: am I being too "granular"? Is there perhaps a broader category that would cover more than one?

Anything that doesn’t fit into the other categories goes into the "everything else" pile. While this stack may not appear completely relevant at first, the idea came up for a reason. In my case, I’m involved in amateur and professional hockey with a company called Athletes Resource. We hold tournaments and camps each year. When "hockey" popped into my mind, it was probably for a couple of reasons including potential advertising and I have friends who like hockey. So I’ll keep the sticky note and let it "ferment" for a while.

Trust me, your mind is working and as you gather your categories, you will think of things to add.

The final part of this section will be to flesh out some of your thoughts. On the back (or front if there’s space) of each stick, put down additional thought and questions for that subject.

For example, let’s take blog. I could write on this one: set up (how?), advertise, subject, how often? You get the idea. You could, if you wanted, start a separate stack of sticky notes for each of these. I’m advising against that, not just for your sanity and the environment, but because we don’t want to get bogged down in minutiae.

See you in part III.

A BAKER’S DOZEN: New Year’s Marketing Resolutions

1. Resolve to start a blog on an aspect of your business that interests you.
2. Resolve to posting on your business blog (at least) once every two weeks.
3. Resolve to reading similar blogs and posting a comment or feedback (at least) once a week.
4. Resolve to start a blog on a non-business subject that interests you.
5. Resolve to posting on your non-business blog (at least) once every two weeks.
6. Resolve to reading similar blogs and posting a comment or feedback (at least) once a week.
7. Resolve to not using your computer (at least) one day a week.
8. Resolve to have coffee with someone you’ve not seen in a while (at least) once a month.
9. Resolve to make a new business contact (at least) once a month.
10. Resolve to spend (no more than) an hour a day on social media sites, blogging etc.
11. Resolve to double the size of your holiday card distribution list.
12. Resolve to add your blog and/or social media information to your (JDE designed) business card.
13. Resolve to ending 2009 knowing more than you did about (Internet) marketing at the end of 2008.
    

I know that I’ve really pushed the blogging and social media issues this year. I think that in 2009 they’re going to get bigger and more relevant. If you’d be interested in getting together to discuss some online marketing ideas, blogs and social media, give me a call or send me an email. There are some excellent resources, both online and in print and, of course, in person.

Whatever your 2009 New Year’s Resolutions are, I wish you the very best of luck in your endeavor!