Over the past two years I have seen an increasing number of people in my professional network writing and publishing books. Truth be told, I am contemplating the same for myself. A book is a terrific idea for many small business owners, as a marketing tool. While the cost equation makes it unlikely that a book can be a revenue stream for most business people, it makes sense as a loss leader. Here's why:
1) There's that word "author", the root word of "authority". A book can enhance credibility. There's something about being a published writer that attracts attention.
2) A book can deliver your ideas 24/7, when you're not there.
3) Books can also be an entre to customer development. It is easy to set up seminars, workshops, and "author talks" at any number of places. This is a great chance to introduce yourself, pick up a little extra income, and expose yourself to people who can become customers and clients.
4) Books are also a way that friends, colleagues and happy clients can share the word about you with their own networks. I find many people love to tell others about their friends' books.
Caveats: A book should be produced with care. I strongly recommend using the services of a professional editor and guide. Photographs and illustrations are also best produced by pros. And if it's possible seek a publishing house unless you're really confident you can do a self-publish. Every improvement in quality will buttress your image as a professional and credible authority.
Bottom Line: If a book makes sense, especially if you are a service expert or sell products that depend on your establishing a knowledge credibility, look into the world of publishing! This is a tool that is ever easier and cheaper to execute. Do you have that book in you?
Friday, November 11, 2016
Tuesday, November 8, 2016
The Amazing Boost From Testimonials
More than a few of the business web sites I see in this area prominently display testimonials, and they are far from foolish. There's no better salesperson for a business than a happy customer. Testimonials and endorsements can accomplish several important things for the business.
1. Touting advantages and differentiation with another voice. A testimonial can share thoughts about products or services, and how they differ from competitors', in words that speak to other customers. Sometimes even in ways that the business owner didn't think up. Moreover, the customer is better able to connect with the needs of other, potential customers.
2. Testimonials can give a great sense of engagement with the business. Customers can give broad clues about their emotional connection with the business. Someone who enjoys a relationship with the business owner will unquestionably expose that enthusiasm.
3. A prospect can gain valuable insights into the "fit" with the business through testimonials. That is, if I am like a testifying customer in some important way I may be more likely to try that business' services myself. As they say, "birds of a feather...".
Bottom Line: Don't just wait for testimonials: ask for them. Happy customers will be delighted to help you with testimonials that can boost the business. And display them prominently on your web site and social media properties!
1. Touting advantages and differentiation with another voice. A testimonial can share thoughts about products or services, and how they differ from competitors', in words that speak to other customers. Sometimes even in ways that the business owner didn't think up. Moreover, the customer is better able to connect with the needs of other, potential customers.
2. Testimonials can give a great sense of engagement with the business. Customers can give broad clues about their emotional connection with the business. Someone who enjoys a relationship with the business owner will unquestionably expose that enthusiasm.
3. A prospect can gain valuable insights into the "fit" with the business through testimonials. That is, if I am like a testifying customer in some important way I may be more likely to try that business' services myself. As they say, "birds of a feather...".
Bottom Line: Don't just wait for testimonials: ask for them. Happy customers will be delighted to help you with testimonials that can boost the business. And display them prominently on your web site and social media properties!
Tuesday, November 1, 2016
The Helpful Mindset
There are two kinds of advertising. Ones that show a clear desire to help a customer or client, and those that don't.
Those latter ads aren't necessarily against help, but they emphasize the services offered, or how long a company has been in business, or price points and deals, and so on. They really do not say as clearly as can be that the business helps solves someone else's problems or serves their needs. I think that is an important distinction and I also think the potential customer notices.
By way of example, I have viewed with mounting frustration an ad campaign by a large company that is entirely self-congratulatory, pushes products that in my opinion serve imaginary needs, and talks starting prices. All the poor customer wants is a service that works and which can be fixed quickly and professionally. That latter bit never seems to show up in the campaign.
I notice this at well among small business owners. Many mention the "what they do" but not quite "how I help you".
Bottom Line: Approach marketing with a "helpful" mindset. How is the message directed to what can help the customer, or how? What can be added to intensify that understanding? When we show that we are listening and can solve problems, we become a great deal more attractive to the buyer!
Those latter ads aren't necessarily against help, but they emphasize the services offered, or how long a company has been in business, or price points and deals, and so on. They really do not say as clearly as can be that the business helps solves someone else's problems or serves their needs. I think that is an important distinction and I also think the potential customer notices.
By way of example, I have viewed with mounting frustration an ad campaign by a large company that is entirely self-congratulatory, pushes products that in my opinion serve imaginary needs, and talks starting prices. All the poor customer wants is a service that works and which can be fixed quickly and professionally. That latter bit never seems to show up in the campaign.
I notice this at well among small business owners. Many mention the "what they do" but not quite "how I help you".
Bottom Line: Approach marketing with a "helpful" mindset. How is the message directed to what can help the customer, or how? What can be added to intensify that understanding? When we show that we are listening and can solve problems, we become a great deal more attractive to the buyer!
Thursday, October 27, 2016
Humor Can Make a Commercial Presentation Sizzle
As a multi-year member of various professional and business networking groups it has been my privilege and entertainment to study the craft of the personal presentation. I have seen hundreds of "commercials" that span the spectrum from ultra-professional to bumbling.
In choosing a style, the business owner/ presenter should bear some things in mind. One is that there are usually a lot of commercials to hear and in time many of them blur together in the mind of the listener. Two is that it's hard to hide lack of confidence. Three is that there are usually competitors in the room. And four is that the typical listener is easily distracted and sometimes isn't even interested in other presentations.
Getting past these considerations means one thing only: Standing Out. A presentation that is memorable in some way is more likely to put the speaker ahead of competitors and foremost in listeners' minds.
I've noticed that humor is a common technique in the more successful presentations. That brings a certain vividness that is easy to remember. And humor doesn't need to displace indications of competence or expertise. Think about the strong broadcast commercials that engage funny moments, or a little self-deprecation, or silly characters and yet answer questions about consumer needs and wants and how the advertiser can help.
Bottom Line: Do you present? review your own "commercials" and how they can be boosted and achieve added memorability through the use of good humor. Watch others and take notes, and then step forward for success!
In choosing a style, the business owner/ presenter should bear some things in mind. One is that there are usually a lot of commercials to hear and in time many of them blur together in the mind of the listener. Two is that it's hard to hide lack of confidence. Three is that there are usually competitors in the room. And four is that the typical listener is easily distracted and sometimes isn't even interested in other presentations.
Getting past these considerations means one thing only: Standing Out. A presentation that is memorable in some way is more likely to put the speaker ahead of competitors and foremost in listeners' minds.
I've noticed that humor is a common technique in the more successful presentations. That brings a certain vividness that is easy to remember. And humor doesn't need to displace indications of competence or expertise. Think about the strong broadcast commercials that engage funny moments, or a little self-deprecation, or silly characters and yet answer questions about consumer needs and wants and how the advertiser can help.
Bottom Line: Do you present? review your own "commercials" and how they can be boosted and achieve added memorability through the use of good humor. Watch others and take notes, and then step forward for success!
Wednesday, October 19, 2016
The Pokemon Go Model of Marketing
One of the craziest new fads these days is Pokemon Go, in which smartphone-wielding "hunters" pursue animated quarry in public places. Great stock is placed on the number of different "pokemons" "captured". For those of us who have escaped the trend, there is great amusement watching the hunters at work. I marvel at how close to the Zombie Apocalypse this can get in heavily trafficked places.
Pokemon Go has also reminded me powerfully of modern marketing. How? I've been watching with great interest as small businesses "collect" marketing channels, especially in the form of online and social media, to promote themselves. It almost becomes a game to see how many places a business can appear. But they're not all equal, and definitely not all collectible, because target customers differ so much.
What is more, there seems (in many cases) to be more value placed on the relationship with an online tool than in what it delivers. By this I mean that the "collector" expresses the breezy optimism that the one additional property will be seen by "someone" and therefore worth the trouble.
Bottom Line: Marketing can be fun, but it isn't a game like Pokemon Go. The small business owner ought to look at potential channels on the basis of their return and acquire them for use only if that return is significant and fits the profile of the target market. Leave the pocket monsters for someone else!
Pokemon Go has also reminded me powerfully of modern marketing. How? I've been watching with great interest as small businesses "collect" marketing channels, especially in the form of online and social media, to promote themselves. It almost becomes a game to see how many places a business can appear. But they're not all equal, and definitely not all collectible, because target customers differ so much.
What is more, there seems (in many cases) to be more value placed on the relationship with an online tool than in what it delivers. By this I mean that the "collector" expresses the breezy optimism that the one additional property will be seen by "someone" and therefore worth the trouble.
Bottom Line: Marketing can be fun, but it isn't a game like Pokemon Go. The small business owner ought to look at potential channels on the basis of their return and acquire them for use only if that return is significant and fits the profile of the target market. Leave the pocket monsters for someone else!
Wednesday, October 12, 2016
Paths to Success in 2016 and 2017
Occasionally I am invited to share thoughts on the future of small business marketing (and in this case, very small business).
The world of the early 21st century is very different from the one even a decade ago. There is ever more marketing power available to use, especially in terms of technology, and there is more complication and confusion. Every week I see peers struggle with the current "normal."
There are paths out of the thicket that will become more important to us small businesses.
I think alliances will become critical to the success of small business. The current model (BNI, leads networking) is based on mutualism: one business striving to help another, but otherwise fully independent and unconnected. This has all of the limitations one person can have, especially in how effective a person is, what time and resources are available, and so on. I am seeing signs that these "solopreneurs" especially are entertaining more active partnering to leverage resources and opportunities. It will most often take the form of related businesses or whatever yields natural synergies. And the businesses will market in a united framework giving equal weight to each participant.
The other path will take the form of increased use of video. Small businesses are not finding success in print nor even in flat digital publishing (i.e. standard text-based websites or social media posts. It is incredibly hard to personalize and stand out in traditional ways. Video lets a prospect see us, hear about what we do in our words and with our own emotions. It has become very inexpensive to produce video and video can easily be disseminated online. And it lends itself beautiful to mobile devices. Even those who are bashful about being "seen" can speak into a microphone while text and graphics amplify the message.
Bottom Line: The marketplace is complicated and frustrating but we are seeing clearly how some new ways of organizing and displaying can change our game. Think about how you can pair up with a logical ally and use video to stand out.
The world of the early 21st century is very different from the one even a decade ago. There is ever more marketing power available to use, especially in terms of technology, and there is more complication and confusion. Every week I see peers struggle with the current "normal."
There are paths out of the thicket that will become more important to us small businesses.
I think alliances will become critical to the success of small business. The current model (BNI, leads networking) is based on mutualism: one business striving to help another, but otherwise fully independent and unconnected. This has all of the limitations one person can have, especially in how effective a person is, what time and resources are available, and so on. I am seeing signs that these "solopreneurs" especially are entertaining more active partnering to leverage resources and opportunities. It will most often take the form of related businesses or whatever yields natural synergies. And the businesses will market in a united framework giving equal weight to each participant.
The other path will take the form of increased use of video. Small businesses are not finding success in print nor even in flat digital publishing (i.e. standard text-based websites or social media posts. It is incredibly hard to personalize and stand out in traditional ways. Video lets a prospect see us, hear about what we do in our words and with our own emotions. It has become very inexpensive to produce video and video can easily be disseminated online. And it lends itself beautiful to mobile devices. Even those who are bashful about being "seen" can speak into a microphone while text and graphics amplify the message.
Bottom Line: The marketplace is complicated and frustrating but we are seeing clearly how some new ways of organizing and displaying can change our game. Think about how you can pair up with a logical ally and use video to stand out.
Wednesday, October 5, 2016
A Plea to End "Memorable" Advertising
Today I must vent. Be patient, gentle reader, but in so doing please consider your advertising messages.
I don't know how many times a day I am exposed to advertising that pushes the envelope in terms of bad taste, hyperbole, creepiness, silliness, and much more. A recent example is a misbegotten TV campaign promoting an "extra crispy" personality who would seem to belong on any number of neighborhood watch lists. In my early days in this business I learned that these gimmicks were intended to make ads "memorable."
Well, maybe.
The real danger of memorability advertising is that it risks offending and alienating customers. Your message may be entirely memorable but the customer will associate you with poor taste, poor judgment, and other vices. Or just as bad, switch off your ad and move along.
You work so hard on your business and the quality of your offerings. Why throw that away with nonsense in hopes of getting noticed more quickly? The tried and true is to message consistently, emphasizing strengths, and being honest. A little humor never hurts, either.
Bottom Line: Are your ads sending a message that actually demeans you? Take a good hard look at the awful stuff out there and learn from it what not to do!
I don't know how many times a day I am exposed to advertising that pushes the envelope in terms of bad taste, hyperbole, creepiness, silliness, and much more. A recent example is a misbegotten TV campaign promoting an "extra crispy" personality who would seem to belong on any number of neighborhood watch lists. In my early days in this business I learned that these gimmicks were intended to make ads "memorable."
Well, maybe.
The real danger of memorability advertising is that it risks offending and alienating customers. Your message may be entirely memorable but the customer will associate you with poor taste, poor judgment, and other vices. Or just as bad, switch off your ad and move along.
You work so hard on your business and the quality of your offerings. Why throw that away with nonsense in hopes of getting noticed more quickly? The tried and true is to message consistently, emphasizing strengths, and being honest. A little humor never hurts, either.
Bottom Line: Are your ads sending a message that actually demeans you? Take a good hard look at the awful stuff out there and learn from it what not to do!
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