Books are the Thread in This Business

Books are the thread in Vickie Mullins business. In fact everything she does is somehow connected to books. She is the President of Mullins Creative and builds professionally designed books. As a professional speaker, she travels around the world and is a first class resource to creating an international legacy. This is all based on her 8 book series. She works with entrepreneurs, authors and businesses that are serious about their book success.

Vickie stated that the mistakes that authors are making include:

•        Expect that someone else will do all the work. Be prepared to be actively involved in the business of your book including marketing and selling.

•        Rushing the project, writing or end result.
•        Not having a quality product
•        Not specifically identifying the target audience

I talked about the fact we approached our book as a business from the onset. I had a team which included a publicist, media coach, editor, professional reader, publishing lawyer, sponsorship expert, to name a few. It was my goal to have a great book that gets in the hands of readers around the world in many formats.

When asked what is critical for book and business success, Vickie stated that a high quality book is key. Field testing is really important to ensure the book is applicable to the target audience.   

Getting sponsorship (special market sales campaigns) is a great way for authors and entrepreneurs to get their book, information product out to the world. But, you must know that your target audience must match that of the sponsors. You essentially become a marketing tool for that corporation so when you can get super specific you are on your way to a yes. Look at how you can advance their efforts. You must be able to know their problem and pain and solve it!

You can listen to more of what Vickie had to say here:

http://www.blogtalkradio.com/your-book-as-a-business/2012/10/27/guest-vickie-mullins

What is your business or book target audience?

What is their pain or problem?

How do you solve it?

Who would be a perfect company to explore partnerships and collaborations?

How could your product or book advance their efforts and marketing?

Find out more about Vickie at:

www.mullinscreative.com

www.iwantyoutoknowme.com

www.perfectboundmarketing.com

Communicating Through BLOGS

5 W’s of a Blog


Now adays it is important for organizations, businesses and entrepreneurs to have a blog. It is one of the six ways you can inject yourself and services or expertise into the national discussion, and positions you as an expert. I have three blogs. One is related to the corporate work I do as a professional speaker and team building facilitator, and often promotes my book Bounce Forward, which is this blog. You can read previous postings by scrolling down the page.

My second blog is a blog relevant for authors and aspiring authors www.howtosellandmarketyourbook.com


The third blog I write is based on my book On Toby’s Terms, which is a bestselling and award winning book about our dog Toby. You can imagine the content on this blog is very different from that of the other two.

You can see the other two here:  The look different, feel different and address different topics, because the audience is different.

http://tobytalesblog.blogspot.ca/

www.howtosellandmarketyourbook.com

Let’s get into the FIVE W’s of a Blog:



What is a blog?

Wikipedia defines a blog as blog (a portmanteau of the term web log)[1] is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).



Who writes blogs

Blogs form the foundation of many business and entrepreneur web pages. Businesses and entrepreneurs blog, authors blog, celebrities blog, the list is endless.  Blog about what you know and what you are passionate about.



Where do you post blogs?

Many people post their blogs just on their website or blog site such as Blogger. You can expand your reach and readership of your blog by posting it on social media such as Twitter, Facebook, Linked in and in your email newsletters. You can also use social bookmarking sites such as Technorati.com, Del.icio.us, Propeller, StumbleUpon, Reddit. We also post our blogs on other people’s sites as they ask us for guest blog posts (and we also post guest blog posts on our blog- this greatly increases traffic and readership because you are introduced to your guests’ audience.



Why do a blog?

Some people blog to build their platform and insert themselves in national and topic related discussions, others blog to market and promote their services or expertise. Some people blog to be in conversation with their fans or followers. Blogs can also create two way or group dialogue because people can post and comment on your blog. Blogs have a long lasting life on the web. You can easily syndicate your blog so that your postings spread like wildfire.

Maybe the question should be…. Why not blog?



When to do a blog?

The rule of thumb is to be purposeful. To be consistent or regular (e.g. 1-4 times weekly and be consistent with that). I blog on average 3x per week.



What are you going to blog about this week?  Here are some Blog Take Aways:

1. Create a list of topics you are passionate about
2. Create a list of topics your audience, clients, customers would enjoy hearing about
3. Develop a blog schedule to organize your blogging plan
4. Seek out some guest bloggers whose content would advance your blog, give your readers value, and would put in front of another audience
5. Invite comments and discussion on the blog
6. Review your blog stats and readership regularly. Take note of the blogs that have a higher number of views.
7. Create a system to post your blogs to social media for greater exposure.

What Gets In The Way Of Writing?

 What Gets In The Way Of Writing?

There are many reasons that writing can be a challenge, and two of them relate to FEAR:

1) FEAR- fear of finishing the book, the report, or the presentation...the fear of letting go
2) FEAR- fear of success
..... if you don't finish then you don't have to fear success or failure stated Catharine Bramkamp a recent guest on my Your Book as a Business Radio Show (see link to listen below)

Do you love a good book?
Is it your passion to write a great book?
Maybe you want to share your expert knowledge and expertise with the world?
And, maybe you have a story stuck inside your head....that needs some help to get to written form.

 Many business owners, entrepreneurs, speakers and trainers could more easily share their message with the world, if they had a book.  In fact, sometimes the content is all there....it just needs some help getting into a book format.

Writer's block can be overcome by these strategies suggested by Catharine:

1) Set aside 25 minutes each day and write (avoid falling into the "I'll just write all day Saturday" thinking. As on Saturday you may well find all kinds of distractions to keep you from writing).
2) Find an editor to help outline where there are gaps or repetition in your writing, when the flow or story line is not clear, etc.
3) Work with a writing coach.



The work for an author really begins once the books arrive.

 Once your report is done or your book is written, there is still more action to take. If you have written a report, consider how and who you will share it with. If you have completed a book, and you have opened the boxes,  it is time to start marketing and promoting your book.  Here are a few tips that Catharine and I discussed on our show:

- Build relationships- this is essential in creating a buzz about your book, and a platform for you as a writer
- Learn how to use social media correctly, and at minimum be on Facebook, Linked In, Twitter and You Tube, and have a blog.
- Be authentic in everything you do, and everything you write. Remember, people connect with stories, it makes it relatable for the audience and reader. And, stories help build connections.

Check out more tips on writing at www.howtosellandmarketyourbook.com


You can find out more about Catharine at:
www.newbiewriters.com and www.YourBookStartsHere.com

Listen to our interview at: Your Book as a Business Radio: http://www.blogtalkradio.com/your-book-as-a-business/2012/10/06/guest-catharine-bramkamp

 Catharine Bramkamp is a successful writing coach and author.  She holds two degrees in English and Creative Writing and is an adjunct professor of writing. Her book – Don’t Write Like You Talk launched her coaching business and remains a powerful promotion tool for speaking engagements as well as attracting new clients. Her current projects include the Real Estate Diva Mystery Series and the poetry collection Ammonia Sunrise.   Contact her at   www.YourBookStartsHere.com

Is Your Marketing Reaching the Consumer?

Women drive 80% of the purchasing decisions.

How is your marketing reaching this audience? That is the 20 trillion dollar question!

Have you taken a close look at your branding and marketing to assess how your message is landing?

Ayesha Mathew- Wadhwa is the founder of PixInk - a design micro-agency that services a macro niche- that niche is marketing to women. Women drive 80% of the purchasing decisions.

Ayesha Mathews-Wadhwa is an expert at helping businesses ensure their branding and marketing messages are compelling, create powerful experiences, and that it reaches the audience! She was also my guest on the Corporate Conversations with Charmaine Radio show, and what a conversation it was! Her company, PixInk is based in San Francisco but really is a global business, and has served Apple, Facebook, Oracle, Cat Footwear, Riverbed, Camel, Sephora and Picaboo, amongst many others. You can learn more about Ayesha, and PixInk at: http://www.pixinkdesign.com/


Ayesha reminds business owners and leaders that the female economy is not a niche market, rather, it is a complex market, and those businesses who get it, will excel. Companies who engage their consumers, and target audience in an authentic manner will not only build relationships, and loyal customers, they will create marketing platforms and campaigns that work and deliver results.

There are many ways to engage your customers, and explore what marketing works for women:

- Panels

- Surveys

- Focus groups

- Ask for feedback

- Test and trial runs


Ayesha also recommends video, in fact, video is an excellent way to demonstrate your authenticity, keep people engaged, and start conversations and connections. Video helps bring your brand and message to life.

- Tell a story

- Ensure the video is emotive

- Do not create a video that feels scripted or orchestrated…. Make sure it looks and feels authentic

- Music really helps

When you reach the audience, understand what and why they buy your product or service, connect with them in an authentic way, you give them reason to talk about you. In essence, you create a loyal customer base.

On the interview recording (you can listen here): http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


Remember:

- Authenticity matters

- Create an experience

- Use video to tell (and show) a story

- Ask customers what they want, what the strengths and downfalls of your product or service are, and what they really want and need.

You can listen to the conversation with Ayesha here: http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa

Women Make 80% of the Buying Decisions- are you marketing to them?

PixInk is a design micro-agency that services a macro niche- that niche is marketing to women. Women drive 80% of the purchasing decisions. This is important for all businesses to know, that your marketing will be well served to ensure their branding and marketing is:

- Compelling

- Creates experiences across all forms of marketing including print, digital and mobile media

Ayesha Mathews-Wadhwa was my guest on the Corporate Conversations with Charmaine Radio show, and what a conversation it was! Ayesha’s company PixInk is based in San Francisco but really is a global business, and has served Apple, Facebook, Oracle, Cat Footwear, Riverbed, Camel, Sephora and Picaboo, amongst many others. You can learn more about Ayesha, and PixInk at: http://www.pixinkdesign.com/

On the interview recording (you can listen here): http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


You will hear Ayesha share her interesting journey to entrepreneurship, and her impressive background in the corporate world.

Why do so many brands fail to connect with women? Ayesha states there are a number of reasons, one being that too many brands don’t have any insight into what and WHY people buy. Ayesha answers this question… the 20 TRILLION dollar question on the show.

What can companies do immediately to improve their marketing and branding to women? First, Ayesha suggests that companies assume nothing. This mistake of making assumptions that you know what your consumers and customer want is a costly mistake. In fact, it has resulted in misfires and companies spending a lot of money then to return to the drawing board and start again.


Remember:

- Assume nothing

- Ask your customers and clients what and why they buy

- Test your marketing and branding to ensure it is compelling and that you are creating an experience


You can listen to the conversation with Ayesha here: http://www.blogtalkradio.com/charmainehammond/2012/08/15/guest-elizabeth-hagen-and-ayesha-mathews-wadhwa


On the next blog, we’ll feature some more of Ayesha’s marketing and branding wisdom. Whether you are a government department, small business, start up business or big industry, we all need to market and understand the needs of the consumers and the individuals who make buying decisions for their company.

Communicating your message. Are you being heard?

What are you doing to get your message out to the world? What approaches are yielding the best results? How do others get their message out to you?  How are your communications landing on others?

These are great questions to ask yourself as a leader, business owner, speaker or author. And these are exactly the questions that I explored with Shannon Skinner, PR Expert and Talk Show Host of Extraordinary Women TV, when I interviewed her on my Conversations with Charmaine radio. Shannon suggested that we are in an era where now, more than ever, creativity and speed is essential.

Publicity and marketing are both very important yet different. Publicity really increases your credibility and raises your profile, and with marketing, it is something businesses need to be doing all the time, not just when the pace slows down. In fact, this is a common mistake. Businesses, organizations and authors market during the slow times and when it gets busy, they are busy doing business. The challenge is that it creates peaks and valleys in your business, and in your bottom line.

Shannon provided some practical and tactical tips to help you with publicity. Let’s look at these one at a time. The first tip was to develop a Planning Calendar for your marketing and publicity. I love (did I say LOVE!) this idea. Why? Because in addition to helping you plan and organize yourself for success, it creates a system/process which you can use in future. It becomes somewhat of a template. Second, it makes it easier for you to share or hand off this task to someone else once you have built the plan. Many publicity approaches require a lot of lead time. For example, getting into magazines can require 4 plus months of lead time. You can also plan your publicity around specific themes such as “Small Business Week” or “Workplace Health and Safety week” or “Customer Appreciation Day.” You can also plan around certain times of the year such as Valentine’s Day and holidays. Publicity takes time to plan and to build momentum.

The next step is sustaining the momentum. Social media is a useful tool in creating and sustaining momentum and buzz, but it is not the only one. And of course your actions and decisions will be dependent on your budget. Once you know your budget you can pursue the activities that will work, and within your means. Activities to sustain the momentum could include an ongoing news release campaign such as press releases and media opportunities, article writing and offering tips in both articles and press releases.

Remember, you are more than your job. You are more than a leader or business owner. Find interesting hooks such as your hobbies or a cause that you are involved in. Are you an avid reader? Maybe you garden? Perhaps you are a cyclist. How about that volunteer board you sit on. Maybe you make a rocking hot chocolate chip cookie using your grandma’s secret ingredient. Find what sets you apart.



For authors, Shannon suggests blogging (regularly), having a great media room on your website with all the past media, press releases, a great bio, a professional headshot, and your videos. Listen to our radio interview with more great tips from Shannon at: http://www.blogtalkradio.com/your-book-as-a-business/2012/05/26/guest-shannon-skinner

Serve Your Audience...it brings lasting results!

Well, I know firsthand that the work really begins after the book is written.... the day you open your boxes of books, hold them in your hand and say “now what?” I had the pleasure of interviewing Wendy Lipton-Dibner on my Your Book As a Business Radio Show and she shared a wealth of information to help authors, and aspiring authors. These tips will also benefit entrepreneurs and businesses who are selling products and services.

One way that authors can sell more books is to be speaking about their book and the concepts they have written about. This can include speaking in front of audiences at conventions, workplace events, and tradeshows, or, it can be through a video series. And remember, videos don’t have to be 90 minutes, they can be 90 seconds!

Wendy also stressed the importance of media, and how media can help you bring your message in front of your audience, and those who need to know you but don’t .... yet! Wendy recommended the services of RTIR with Bill and Steve Harrison.

Authors, here is a new way to think about selling your book. A few books sold to the right few people could result in thousands of sales down the road. So it is imperative that you write with the reader in mind, using their language, solving their problem, or sharing stories that they deeply connect with. One strategy is to lower your speaking fees if the client buys books for everyone. Think about who would benefit by being in front of your readers. For example, with my book On Toby’s Terms, and Toby The Pet Therapy Dog & His Hospital Friends- they are both about our dog Toby. So, this could include pet stores, vets, trainers, dog day cares, pet food manufacturers. Wendy encourages us to think realllllllly big. Manufacturers vs individual stores. This creates more extensive speaking opportunities for you as an author and speaker. They could offer book as people become new clients or through their individual stores. Or, watch the big companies to see what is going on in their world, their news. Use their issue or information in a tagline to promote to them.

Building relationships and serving your readers builds long lasting support, interest and sales for your book. And most importantly, stepping into action is what creates results! Time to buy a great pair of running shoes!

You can listen to Wendy share these tips at: http://www.blogtalkradio.com/your-book-as-a-business/2012/06/30/guest-wendy-lipton-dibner

How can you expand your business and make more money…TODAY?

How can you expand your business and make more money…TODAY?

That was the question of the day .....what can you do right now, today.

One word to describe a one hour tele call with Patricia Drain…. WOW!

Patricia talked about a lot in a short time, but everything she said had incredible value to how business women can take their business to the next level.  What would you say the number ONE myth about women business owners is?  Patricia said that that my is that “we are not really as powerful as we think we are”.  The truth, according to Patricia is that we are powerful enough and when we recognize our potential and value, we can think bigger. 

Patricia Drain- Business Coach and Strategist, MSI (Multiple Streams of Income) Expert
Professional Speaker and Author.  And, the createor of the new global association for women
entrepreneurs....The International Women' Business Owners (IWBO). 

http://tinyurl.com/0612ch   

Are you thinking big enough about your business asked Patricia.  What a great question, and for some, it might cause a little bit of discomfort. Thinking big, I mean realllllllly big can be uncomfortable but, it is necessary to grow our business, and take it to new levels.  Recognizing you power and potential is important.  How about this to start your day?  Ask yourself Patricia’s living question:

Am I thinking big enough about __________ (my product, my clients, my offer, my prices/fees)?

I was on the end of my chair waiting to hear Patricia’s number one way to expand your business, she shared how she doubled, then tripled her revenue.  Market Consistently! By marketing consistently, weekly or daily, you will increase your business, build your list and expand your business relationships.  There are many ways you can market consistently, Patricia started by doing an e-zine, the added weekly Thursday tips of the weeks (with an offer), using videos, and staying in front of her clients and list. In fact, Patricia suggested that we are all probably closer to the sale, money and customer then we think.  Marketing consistently will take us further faster. One of the mistakes business owners often make is marketing only when they are slow or need more business.  This creates inconsistently and makes it tough to meet business and client demands, a consistent approach works best. 

Some other fabulous tips to boost your business are to:

#1 Know your numbers (know how many calls it takes to turn a prospect into a customer, your conversion rate, etc.).  I call Fridays my Vital Statistics Day- this is the day we look at our business numbers.

#2  Consider raising your fees

#3  Feel the fear and sell anyways.  Remember, it is not about you…. It is about them (your client, your customer, your subscribers, etc.)

Patricia created an organization called the International Women Business Owners (visit http://tinyurl.com/0612ch   to learn more, there is a link on that page to join IWBO about ¾ of the page down.  So appreciate Patricia’s generosity… she offered listeners the opportunity to register for IWBO through the above link for only $297.  What a small price for such great return. This group is for you if:

Patricia suggested that now is the time to get super clear on being able to describe your business…. In only FIVE words.  What five words would you use?  I’d love to you to post them on facebook or email me at charmaine@hammondgroup.biz.  That way I can help promote you!

So for homework…. Yes… stepping into action….

1)     Know your numbers

2)    5 words to describe your business

3)    Review your fees and prices, can you raise them?

4)    What is your marketing plan? What will you do to market consistently?

5)    How will you increase your list?

6)    Are you thinking BIG enough?

• You want more tools to grow your business
• You want to be around Big Thinking business owners
• You want to hear from experts who have built successful businesses
• You want to build your list with other business owners with whom you can identify
• You want to connect on a personal level with women all over the world

Your Book and Social Media with Ron Noble

One of the aspects I love about having three radio shows that I host, is, that I get to interview great guests with different business and team models.  Recently on my Your Book As a Business Radio Show ( http://www.blogtalkradio.com/your-book-as-a-business)   I interviewed Ron Noble, author, illustrator, animator and Emmy Award winner! 

Ron Noble- author, illustrator and Emmy Award Winner!
Director of the RugRats and many other TV and feature films
A great outlook on creating conversation and building relationships in business

Ron has been creating cartoons since he could hold a crayon. He started out making comic strips to get laughs, but soon discovered animating his twisted cartoons got bigger laughs. He has since won an Emmy® Award for directing Rugrats and has directed many other Nickelodeon animated TV shows, as well as creating his own award-winning animated shorts and animated sequences on feature films.

Ron has illustrated a bunch of picture books including “I Have a Restaurant” (also a Kendahl House Press book). “Letter Beasties” is his first book as author & illustrator (see links below).

Social media has been a very positive force for Ron in building his author platform, and developing relationships.  Active on Facebook, Twitter, Blogging, and You Tube, Ron is finding that the time spent (Strategic time) on social media has proven to be most useful, and results in sales.

Think about how you can use social media in your business to a) promote your products or services, b) educate the public about your business values and causes that you support,  c) share your company successes with the public, d) find out the needs of your customers, and e) engage them in conversation.  Social media allows champions to develop, for example when someone loves Ron's book, and they post a review or comment on Facebook, that is available to the world's eyes. His happy readers become champions for him and his books. The same applies for you in your business. 

If you are not using using social media in your business, I would encourage you to get on Linked In, Twitter, You Tube (great place to have happy customers, clients, readers post a video testimonial) and then with consistency, review the results after 60 days.

http://www.blogtalkradio.com/your-book-as-a-business/2012/05/12/guest-ron-noble



                                       


Learn more about Ron and the Letter Beasties at: http://www.letterbeasties.com/

From Six Dollars to Six Figures!

When April Morris heard the words “your annual raise is fifty cents per hour” her life was changed forever. She immediately went into action to find a way to a better lifestyle and began studying millionaires. She read more than 80 books about business and went from $6 per hour to earning six figures in business! From studying successful business owners and leaders, April discovered that they had similar success markers. She learned the art of viral marketing starting first with her direct sphere of influence (friends, family, colleagues, community members, etc.) and had a launch party for her product Thin Gloss. And, she ASKed for leads and referrals. The key here is that she was very specific and focused in her ask for the referral (you can hear an example in the recording below).

April stressed the importance of always giving clients and prospects value, and being innovative. One example of this is to survey your clients needs. Ask the clients what they like and what they’d like to change about your product or service, or what their biggest struggle is. Then ensure that your product or service addresses the needs.  


Many of you have heard about the television show The Shark Tank (which I love to watch), April was on the show in April 2010. She talked about the surprising learnings from the experience, and what changes she made immediately to her business model, web page, and offering a bonus with her product. This dramatically increased her sales.

You can listen here: http://www.blogtalkradio.com/charmainehammond/2012/05/09/guests-april-morris-and-carrie-greene

“Be open to change” said April, the types and approaches in marketing have changed a lot, and leaders and businesses must be open to doing business differently. Push marketing no longer works, instead, you need to develop relationships, offer value and market to your target audience in strategic ways that address their issues or solve their problems.

April shared a tip from her mentor that I think is brilliant “only go where you are celebrated, not tolerated.” WOW! What an insightful way to help us determine what we say “yes” to and what we say “no” to.

You can find out more about April at http://www.aprilmorris.com/


April Morris Bio: “Your annual raise is fifty cents per hour”. Those words changed April Morris’ life forever. Determined to find a way out of a poverty-like lifestyle for her family, she began studying millionaires, attended seminars and read 80+ business books. She went from earning $6 per hour to Six Figures. This led her to leaving the security of a job and launching her first product- THINgloss® in 2008. Not having any money for marketing and advertising didn’t stop her. Instead, she created and launched a viral marketing campaign that attracted publicity, new customers and cash flow. Today, April is a popular speaker and Founder of the “Product Innovation Academy” where she teaches entrepreneurs innovation, viral marketing strategies & sales psychology. www.aprilmorris.com

Can you REALLY Mix Business With Pleasure?

I think the answer to this question is HECK YES!

You can mix business with pleasure, I do it every day. My business is my passion, I love to speak at events, I enjoy writing and creating new training materials for my clients. And, mixing my business with philanthropic missions is not only enjoyable, it is rewarding.

Dave Albano, author, speaker, marketing expert, mountain climber, and all around GREAT guy!
http://www.100customers.net/

Dave Albano, my colleague, friend and marketing expert agrees! In fact, every day he mixes business with pleasure. He is a shining example of what happens when you combine your genius with your business. He is a mountain climber and a marketing expert and has found innovative ways to combine both. Also, he has turned his passion for mountain climbing into a business and philanthropic activity. Every mountain he climbs is a fund raiser for nonprofit organizations. He has raised thousands for Little Warriors, and is now raising money for Be Brave Ranch a program that will provide safety, support and counseling for children who are victims of abuse. He is on a mission to climb one mountain a month! Talk about a great way to mix philanthropy and business, and make the world a better place all at the same time.

To hear Dave talk more about this, listen to our recorded conversation on my radio interview with him:

http://www.blogtalkradio.com/charmainehammond/2012/04/18/guests-dave-albano-and-maria-simone


How have you mixed your passion or philanthropic mission with business? What model works well for your business?

Blake Mycoskie is another example of how mixing business with philanthropy can benefit many. I thoroughly enjoyed Blake’s book, and I look forward to one day being able to interview him on my show as well.

To read Blake’s book, visit:
 

What’s Your WHY?

I watched a great Ted Video with Simon Sinek, who was talking about leadership, however, I also think his ideas are a brilliant fit for business, authors and book selling.

Sinek said “people buy WHY you do it, not what you do”

He said the old way of doing things in terms of  marketing and selling no longer work.  He implied that we are in a time now where connection matters and meaningful conversation is what people want. This is great for authors! We need to be connected to our audience, our readers, and other authors. And, meaningful conversation is part of what we do! 

As you go about your day today think about your WHY. Why you started the business you did. Why did you accept the job you are in. Why you are passionate about your work. This will start you thinking about your WHY.

You can watch Simon's presentation here: http://blog.ted.com/2010/05/04/how_great_leade/

Remember to talk about your WHY.  

You Are Always Marketing!

Dave Albano, a marketing expert, said “you are always marketing”, in the slow times and busy times. But marketing also occurs through activities like building relationships, in fact, Albano said this is critical to business success! One example is the information you share at networking meetings, events and with potential customers.  About business cards. Some of the challenges I see, that drive me crazy with business cards are:

- The font is so small I have to get a magnifying glass to read the email or contact information.

- The contact information is in italics, which can be very hard to read when the font is too small.

- There is WAY too much information on the card.

Take a moment and pull out your business card. What does it say about you? Are you easy to do business with? What could be improved? Does it call people to action?

Dave Albano says it is critical for you to be easy to do business with. If your business card is confusing, missing information or makes it difficult to read the information, the assumption could be that you are not easy to works with.

A picture can really say 1000 words. Dave suggests having a picture on your card, and it doesn’t necessarily need to be your logo. It might be a picture that describes your business “why” Dave’s card has a photo of him on top of a mountain. He has climbed 7 summits and is married to his passion (his wife, and mountaineering). The card is compelling, simple and provides a call to action. Dave puts his website, so that people can go there and find out more, and on the site he offers a free strategy session. This approach helps bring Dave the right clients and customers for him.

To listen to more of Dave Albano’s wisdom, listen to my radio show with Dave here:

http://www.blogtalkradio.com/charmainehammond/2012/04/18/guests-dave-albano-and-maria-simone

Make sure you check out Dave's webinar series here:  http://www.100customers.net/

Marketing Mishaps

You can learn a lot about what not to do in marketing simply by paying attention to your surroundings and what other businesses are doing, or are not doing. Is what clients see actually congruent with what you promise to deliver? Are your mission, actions and presentation consistent with one another?

One example I have personally witnessed of an incongruent marketing method was a safety and security company who promoted "safety and security for your home and business." While walking by their store I noticed that their door had been vandalized and was taped with duct tape. Almost a week later, the door was still taped and not replaced. I don't know about you but, I was not feeling a strong feeling of faith in their ability to maintain security of my home or office. They would have been well served to replace the door immediately.

Another example was a Realtor promoting "We will sell your home". However, while on holidays, we walked past one of their client's homes for three weeks. During that time, the information sheets for the home that were in the plastic box beside the "For Sale" sign where never replaced. Interested people passing by could not get the information about the home because the flyers were gone. The Realtor's actions did not match the promise.

How you show up is everything! One of my marketing mistakes on this very topic of "How you show up" was featured in Carol Roth's 55 Business Marketing Mistakes article. Check it out here: http://www.carolroth.com/blog/55-marketing-mistakes-in-business.

As you plan your marketing strategies for 2012, spend time ensuring that your actions match your promise.

Here Comes the Pitch...

So often in meetings we are approached by people that come on so strong with their elevator pitches. A few short sentences that answer who you are, what problem you solve and your business is all you really need to present. Sometimes people work so hard on coming up with something so exciting and catchy that the listener has absolutely no idea what you do. Often they won't ask for clarification because they are so overwhelmed by the pitch. So, what happens is that you are left meeting someone who has no clue what you do.

I have heard hundreds, if not thousands, of elevator pitches, and the ones that resonate for me are the ones I can remember the person's name and what they do, what their business is and what problems they solve. Keep it simple and concise. Too much information combined with too much emotion can often create confusing situations. If people don't understand who you are and what your business is they will never think to call you after the meeting, even if they do need your help, because they won't recognize that you can help.

It is also important to be passionate about what you do. Be sure not to be overwhelming though. Confidence, clarity and desire or excitement are enough to show that you love your business and how you help others. This is another great opportunity to practice with friends and colleagues, and in front of the mirror.

Business Card Learnings

Is there a business card that stands out in your mind? Do you recall what is what about that card that made it stand out for you? We can learn a lot from a business card. It is usually the first representation we receive of a company. It can also make the business card a reflection of a business owner's branding. The card that you thought of before, have you ever told anyone about it? I once saw a business card that was so unusual you just had to ask its owner some questions about it. That unique card started a conversation and became a valuable conversational tool for the business owner.

The bottom line is that your business card is an important resource that can serve to enhance your company's presentation. But, it can also be a resource that serves no purpose at all. One of my pet peeves are cards that the type is too small to read. I once received a business card with such small print that I couldn't read the email address. I tried to enlarge the card on my computer, used a magnifying glass, even my reading glasses didn't help! Eventually, I called the person and asked for clarification. No one should have to go through this much trouble to decipher your contact information. What message could this send to the people that receive it? What does it say about what you might be like to do business with?

Business cards are not just contact information. They are your company's calling card. They are also that first impression you will never get the chance to make again. What impression is your card leaving with the people you are meeting right now? Be sure to let those people know you are considerate of their needs, professional and knowledgeable about your company's areas of expertise.