Have You Conversed With Your Readers Lately?

By Valerie Kendrick

Do you talk to your reader in your sales letters? Are you using language that is too formal or stuffy? Worse yet, are you writing in a style that is too informal?

Formal Language
I talk to so many people that are confused about what is business appropriate in their written correspondence. Many are convinced that the company expects them to use the old formal language.

Let’s look at an example.

Pursuant to your inquiry of March 17, 2008, I am enclosing some literature regarding our XYZ products. Our organization is dedicated to providing the utmost quality and cost effectiveness. We are confident our products will meet and exceed your standards of excellence.

This is too formal and most likely will bore your reader. You should ask yourself if this is how you would speak to the customer in a face-to-face conversation.

Informal Language
Now let’s consider the opposite approach. We treat our customers as if they were one of our closest friends. We use slang, make up adjectives, and forget we have proper grammar and sentence structure to consider. We forget that email, when used for business correspondence must remain business appropriate.

Take another look at the above excerpt now written in a very informal style.

Hey, thanks for calling. I put some really cool stuff about our XYZ products in the package. Our company thinks quality is really important and our pricing is uber-low. You’ll be totally stoked by our super products.

This is too informal. It sounds like we are talking to a friend at a college party.

Business Appropriate
Let’s make our excerpt more conversational, while maintaining the appropriateness.

Thank you for your call. I have sent you some information about our XYZ products. You might have heard that our company values quality. We would like to show you how we can help you be most cost effective. Let’s talk some more about how we can help you and answer your questions. We want to be sure you feel good about your decision to buy our products.

Does the above example sound too stuffy? Is it too informal? Does it sound conversational and still maintain a business-like tone?

Try reading your sales and business letters out-loud before you send them. Make sure they are written in a conversational style that maintains a business tone. Give your customers the respect they deserve by communicating in a clear and concise manner. Choose strong, direct words to convey your message. Write in a style that encourages your reader to want to talk more with you.

Source: Valerie Kendrick is the President of Kendrick Resources LLC, specializing in communications skills training.

Do You Have A Marketing Mentality?

By David Eissman, founder of Guaranteed Growth Systems

Most small business owners and independent professionals start their business primarily because they have knowledge and skills that are in demand. While they understand intellectually that they have to market and sell, often it does not translate on an emotional level. Many business owners tend to look at marketing as a necessary evil, and in many cases, have negative beliefs toward it. They could not stand to be hounded by those pesky salesman in their previous jobs and do not want to “become on of them.” As a result, the tendency is to focus on the aspects of our business that were the reason we chose to go into business in the first place, the actual application of our knowledge or skills.

What is a marketing mentality and how is it developed? There are three components that all link together:

1) The first component is belief. What are the underlying beliefs that affect our mentality? It encompasses our attitudes, thoughts, fears, expectations, and lack of experience. Our actions are shaped by what we think about, what we assume to be true and where we choose to focus. If the thoughts are negative or avoidance minded then we will see marketing as undesirable and in some cases unethical. It will manifest in self talk such as: I don’t deserve referrals, my marketing won’t work anyway; I will look desperate; if my service or product is good the market will know that; I don’t like networking; etc.

2) The second component is behavior which is generally driven by our beliefs. The decisions we make every day are critical and negative beliefs about marketing affect the decisions that are made. For example, how often do we plan for the week and tell ourselves that on Tuesday we will focus three hours on marketing. Tuesday morning rolls along and we receive a client call or an issue or problem with an employee and then rationalize that the marketing must be put off because these issues must be dealt with immediately. The question is how often this is really true. In my experience working with clients the answer is rarely. Although we know that the marketing is important, we let our negative beliefs affect our behavior. Before we know it the pipeline is dry, and then some type of marketing activity is undertaken in an unplanned haphazard manner.

3) The third component is relationship. In order to have consistent lead generation and sales there must be a relationship cultivated with an adequate amount of prospects. This is the main function of marketing. It is the adage of people to do business with those they know, like and trust. Without a consistent and systematic marketing plan, there will not be a sufficient lead generation process.

The linkage is very powerful. The beliefs affect the behaviors and the behaviors affect the ability to develop the relationships. The connectivity between these elements is extremely leveraged in both a positive and negative direction. When they are aligned, the results are extraordinary, and when they are not, the results can be devastating.

So, if you are in this quandary, what can be done about it? First, sit down and make a list, and inventory what your beliefs are about marketing. Be honest and list as many as you can. Then ask yourself about whether these beliefs are really true, or just simply a personal bias. Second, are you absolutely sure what you believe is true, or is it possible that it is not? Next, evaluate how this belief affects your behavior and what would happen if this belief is changed. Try to reconstruct the thought to a more positive mindset. The next step is to translate those new thoughts into new behaviors. One of the best techniques for doing so is to block out time on your calendar and treat it as if it were an appointment with your best client. You surely would not miss an appointment with your best client to deal with a task that was short of an emergency, would you? After a short time, these new behaviors will become habits and the rewards will follow.

If marketing is a struggle, it is absolutely critical to engage in this marketing mentality process. Many companies with great services and products go out of business because they could not implement a consistent lead generation system. Most often that failure starts with the lack of a marketing mentality. The great news is that the necessary mentality can be developed with effort, focus, and an open mind. You will be amazed by the impact on your business.

Source: Reprinted from John Jantesh’s Small Business Articles Duct Tape Marketing (www.ducttapemarketing.com).

4 Communication Styles To Reach Customers

By Valerie Kendrick

How can we use the four communication styles to connect to more potential clients? Why do we need to be aware of these styles when writing our direct mail literature?

If you haven’t asked yourselves these questions before writing your next direct mail piece, you may be missing a lot of opportunities. When we write to an unknown audience we need to make sure we capture the attention of each of the four communication styles.

1. Directors: The first line of your document must attract the “Directors.” It must be direct, to the point, and state clearly the main purpose of the document. You need to answer the question for this reader, “What’s in it for me?” The very last line of the document must tell them how to take action to buy your product because their overriding need is to finish each task.

Example: The new A500 with increased speed and reliability, doubling your productivity, can be ordered directly from our website at www.whateveryourwebsite.com.

2. Socializers: Next we can appeal to the “Socializers.” Their driving need is to be appreciated. You need to explain how your product will get them more attention from those they care about. You need to emphasize the “newness,” creativity, or flexibility of the product.

Example: You’ll be surprised when your friends and family continually ask you to show them the new and exciting ways to use the improved time-saving features of the A500.

3. Thinkers: For our “Thinkers” you need to include a chart or graph that specifically depicts the statistics that prove your product is bigger, faster, more reliable, or more efficient. They love facts and details, and those must be presented in a very eye-catching way. You cannot let the details get lost in the body of your document. Remember to leave a lot of white space around your chart of specifications so that the “Thinkers” are drawn to the information.

Example:
Specifications
Reliability: 9.99998%
Operation Hours: 2000 hrs.
Battery Life: 3 years

4. Relaters: Lastly, you must include our “Relaters.” Their focus is on being liked and belonging to the group. They want harmony and a way for everyone to avoid conflict. You need to make sure they know how your product enables them to share with others. This style really appreciates testimonials because they highly value the opinions of others. They will seek out this information by asking all their friends if they have used your product or know anyone who has used it. Don’t make them search for this information; give them the testimonials and endorsements right near the bottom of your document.

Example: “I am thrilled with the wonderful new features of the A500. It has saved me so much time and energy, and my whole family loves to use it. In fact three of my neighbors have already asked to borrow it.” Susan, Dallas,TX.

We all have a dominant communication style and it governs how we respond to information. So the next time you are putting together your direct mail document, keep the four styles in mind and appeal individually to each one.

Source: Valerie Kendrick is the President of Kendrick Resources LLC, specializing in communications skills training. She has been called the “Grammar Guru” because of her passion to help the business person communicate more effectively.

Shake Up Your Business - It Can Be A Good Thing!

I saw this article from Dan and had to share. Simplicity and creativity are often themes you’ll find on WeirdBlog. Enjoy!

By Dan Coughlin

Barb and I have a special marriage bonding ritual. On Sunday nights we put the kids to bed and then we cuddle up and watch Desperate Housewives. No matter what challenges we’re facing nothing compares to the lives on Wisteria Lane. Hey, don’t blame me. Barb was the one who wanted me to watch Teri Hatcher and I just got hooked.

At the end of season four, something very strange happened. The last scene started with three words: Five Years Later. Everything seemed turned upside down. Susan had a new husband, Lynette and Tom’s young children were suddenly teenagers, Bre was a mega–successful party planner, and Eva Longoria inexplicably looked frumpy. We thought maybe it was just an end of the season joke, but we found out the next day that the producer, Marc Cherry, had created these changes with a purpose in mind.

He said he just wanted to start the next season with a clean slate. He found that he was falling into a trap of extending story lines from the first three seasons, and he wanted an opportunity to energize the creativity on the show. So he shook things up and took a chance. The show might bomb, but at least he demonstrated the courage not to settle for the status quo. Instead he reached for something new, within the framework of the show he created.

Apple’s Forays into the Wilderness
Sometimes we forget that Apple was not always Fortune’s most admired company in the world. Back in the late 1990s Apple was doing everything it could to reduce inventory, get focused, and avoid bankruptcy. So they decided to shake things up, with a purpose in mind. They decided to open up Apple retail stores so that customers could see their products up close and get to know them better. They were also able to provide great hands–on training. Gateway Computers had just exited retail stores having lost a ton of money. Critics said that Apple would regret opening up stores. Well, let’s see. They soon generated a billion dollars a year through those stores, and later generated a billion dollars a quarter. Sometimes it’s worth it to shake things up.

New Ideas Don’t Always Work, But They Do Open Up New Possibilities
Thomas Edison was always shaking things up and oftentimes failing spectacularly. Not just in light bulbs, but in concrete and phonographs and telephones and on and on. But even in his failures he found some nuisance that could be used in combination with other ideas. Same could be said for Walt Disney and GE and virtually every successful person and organization. Be willing to mix things up.

To be Purposeful You Have To Have a Purpose
Why does your organization exist? Don’t look at your corporate brochure, just tell me conversationally why your organization exists. What is its purpose? I’ve helped dozens of organizations and groups answer that question for themselves, but I almost never took the time to think about it for my one–person business. Then it dawned on me that no matter how big or small a business is, it has to have a purpose in order to shake things up with a purpose.

On a flight home last week I started doodling around in the back of a book and I landed on my company’s mission and philosophy. Those words seem so fancy for such a small enterprise, but the impact a company has on other people is not based on the number of employees it has. It is based on the value contributed to the customers.

Here’s The Coughlin Company’s Mission & Philosophy:

• Provide practical processes to propel great performances.
• Embrace simplicity and avoid process creep.

Those 13 words summarized my whole approach to creating value for customers. At the end of the day, my work is to give you a process you can consider using to improve your results. Also, as I have written before, I’ve noticed that smart, hard–working people tend to want processes that are really complicated because simple ones seem too easy. Smart, hard–working folks tend to take simple processes that are delivering really good results and make them really complicated in the hopes of achieving amazing results. It doesn’t usually work that way. My philosophy is to encourage people to embrace simple approaches and then work to hone them to an even greater degree of simplicity rather than a greater degree of complexity.

Clarify Your Purpose
In order to shake things up for yourself or your organization, clarify your purpose. Then within that purpose ask yourself, “What can I do or we do to mix up what we’re doing and generate new levels of innovation, creativity and customer value?” Don’t try 20 changes. Just select one or two things you’re going to shake up a bit and see what possibilities those changes create.

Book Recommendations
I read two wonderful books this month: “The Enzo Ferrari Story” by Enzo Ferrari, and “Inside Steve’s Brain” by Leander Kahney. Both of these books talk a great deal about the importance of shaking things up with a purpose in mind at Ferrari and at Apple.

Soak up the ideas, good and bad, from everything you do and see, in and out of the office. Then decide what aligns with your purpose. Determine what’s worth giving a shot. And ensure the process is simple. Sometimes it’s hard to fathom that it can be, just that easy.

Dan Coughlin is a management consultant and author of “Accelerate: 20 Practical Lessons to Boost Business Momentum”. He speaks on entrepreneurial habits, quality, leadership, branding, sales, and innovation

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5 Effective (Though Less Obvious) Powers Of A Press Release

What is the goal of a press release? You’re probably thinking, ‘It’s obvious, isn’t it?’ The hope is that your press release gets picked up by your media of choice and you get free advertising. Marketers dream their press release will wind up as the main headline on the front page. And it’s true: The value of being on the editorial pages of the media is priceless. But what some marketers don’t consider are the hidden advantages, the less obvious but equally powerful benefits of P.R.

1. Improves Internal Communication And Messaging
Communicating effectively to employees is more than good H.R. – it’s essential to retention and relationship building. Employees don’t want to learn about their company’s accomplishments over the news or online. They should hear it first from the source: their employer’s communications department.

Making your press release accessible to employees — via a company newsletter, corporate intranet, or company website – is effective internal communication and plays a valuable role in professional development. Furthermore, when written properly, the press release is chock full of corporate messaging, and serves as a “key message” document, which employees can use when speaking with clients and prospects. It’s a great way to build consistent messaging throughout the organization.

2. Boosts Search Results
The content in press releases is by nature rich with key words, making it high-value content for Search Engine Optimization (SEO). Press releases increase the value of your website in the eyes of search engines, as well as encourage other sites to link to yours. This inbound linking is also highly valued by search engines and can lead to much higher organic SEO ranking.

To get even more back-links, submit your press releases to free PR submission websites. A live link from the press release back to the website owner’s site will be posted on most of the syndicated places that the press release shows up. The more channels you reach out to, the better chance you have of getting picked up in the search engines.

The residual online benefit for the press release publisher is the coveted fresh content that is so hard to come by on the Internet today. Your website stays relevant and up-to-date with the latest news.

3. Defines Your Company As A Leader
When journalists use your press release to write about your products, they provide an independent review that creates credibility. When consumers read press releases, it strengthens their perceptions of your brand. Included as part of a company’s integrated marketing program, the press release reinforces branding, boosts loyalty and contributes to sales results.

4. Works In Your Marketing Tool Kit
Get double duty from your press releases, by including them in collateral, or information kits. Too often, salespeople starve for tools that will support and improve their sales efforts. A well-stocked arsenal of sales materials—the marketing toolkit—is crucial to successful sales efforts. When left with prospects, along with case studies, fact sheets and other collateral, the press release is a fundamental tool for arming salespeople with materials they can use to “get in the door,” ensuring the right message is delivered and keeping your name in front of the client long after the initial sales call.

5. Broadens The Net To Prospects
A release can be distributed to a range of publications through paid news services, sent directly from your communications department to targeted members of the media, and can be posted on your company website for potentially thousands of people to view. You broaden the audience who learns about your company – and ensure that your brand is well-known in your industry.

Put together a P.R. plan that includes distributing and posting press releases on a regular basis and you will start reaping hidden benefits of a press release.

–Source: Media Brains May 2008 issue

Additional Reading
- Grow Your Network And Make Your Contacts Work For You
- SEO: The Elusive Target
- Free SEO and Blog Rank Tools
- SEO Design Tips - Part 1
- SEO Design Tips - Part 2

Weird Week In Review - May 16

In case you missed last week, here is your one stop review of all things from WeirdGuy blog. Have fun!

SEO Design Tips - Part 1

SEO Design Tips - Part 2

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- Weird Week In Review (May 9)
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SEO Design Tips - Part 2

By Barry Fenning

If your visitors like your Web site, there is a very good likelihood that the search engines will, too. Here are the last 5 tips from Barry Fenning, that focus on how to develop your site with your visitors in mind, and also effectively conduct search engine optimization.

6. Descriptively label your links and images (aka, the “anchor text”)
This technique is both common sense and good practice. Saying “click here” is not enough to help visitors understand what they’re going to find once they click through. Be as descriptive as possible with every text and graphical link on your site. When writing your anchor text and alt attributes, you can almost always describe the page you’re pointing to by using its main keyword phrase. That is an important factor that search engines take into account when it comes to ranking your Web pages.

7. Make sure your site is spider-friendly
Your site may look fantastic. You and your Web designer may be talented graphic designers who can make Flash and JavaScript dazzle your visitors with a show that would put Michael Flatley and his River Dance to shame. However, if your site contains Flash and JavaScript, it’s important to know that search engine spiders have difficulty reading this code (or appreciating the effort you put into the design). The way around this is to provide navigation alternatives such as static links and a site map to allow the spiders crawl deep within your Web site and index the pages within their results. Overuse of Flash, JavaScript, and images can also lead to your Web pages’ being very slow to download. If these file types are used sparingly, your visitors and search engines will appreciate your efforts a lot more.

8. Create fresh content
When you are optimizing your site properly, you will see a trend. If you are doing something that benefits your site’s visitors, then the search engines will reward you for it. Blogs and forums are effective and easy ways of adding new information to your site on a regular basis. However, if your only purpose of setting up a blog or a forum is for better search engine rankings, then there really is no point in doing it. Only add a forum if it contributes something beneficial to your site and if you have the traffic to make it interactive enough for visitors to return to it. And, only add a blog if you have something of interest to say on a regular basis. Once you have your blog and/or forum up and running, you should optimize them with the same professionalism you do with any other page on your site.

9. Do not think that you can trick search engines
As noted before, if you are benefiting your visitors, then the search engines will reward you for it. If you try to trick the search engines by hiding keyword phrases, joining link farms, or any other sneaky practice, your sites will be removed from the search engines. (And you will also have to spend more time cleaning up your site before they will accept you back in.)

10. Offer something unique
If your Web site offers something that is unique and interesting to your target market and it is properly optimized (by applying all of the techniques listed above), you will not only rank well within the major search engines but also get the added benefit of people linking to your site in forums, blogs, and through other sites. That will send your site more visitors and create more inbound links, which will help it rank higher.

Remember, it’s human visitors that you are trying to impress, not search engine robots.

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CMO Guide to Brand Management Using Social Media

By Dan Schawbel

In 2005, Jeff Jarvis made every company think twice about customer service and brand management with his famous “DELL Hell” blog post. In his blog post he stated “I just got a new DELL laptop…the machine is a lemon and the service is a lie.” It is now 2008 and the conversation has been buried inside the social media playground, where citizen journalists carry a company’s reputation, more than any CMO, and customer service influences brand reputation more than ever. A recent survey by the Society for New Communications Research shows that almost 60% of participants view social media as a place to vent about customer support experiences. Although most CMOs would view this as a threat, the report also explains how 81% view blogs, online rating systems and discussion forums as places where customers gain a greater voice.

With millions of blogs and thousands of social networks, a conversation that once existed behind a locked door, now opens with social media. Thirty–seven percent of the US adult population uses social networks and there will be $1.2 billion spent on advertising on social networks this year alone (eMarketer). Even podcasting shows potential, with an audience that is projected to increase to 65 million in 2012 (eMarketer). Corporate messaging has decentralized and is made available through various channels of communication such as Twitter, blogs and Facebook. CMOs have no choice but to listen and learn.

Authenticity Matters

“Every CMO should know that not every brand is a brand people want to socialize with. You need to understand the limitations and opportunities of your brand within the audience’s mind and out in cyberspace,” says Laura Ries, President of Ries & Ries Focusing Consultants. Brands that have real values, emotions and meaning will be revered by customers and therefore will be spoken about. CMOs should strive to manage their brands so that their audience pays attention and turn customers into brand champions.

There are many new and exciting opportunities for CMOs in this web 2.0 world. John Moore, of BrandAutopsy.com fame, says, “Social Media helps small companies look bigger and helps big companies get smaller. Meaning, a small company can have a big presence online with customers through using social media. Conversely, a big company can get ‘smaller’ because social media connects companies to customers on a very personal level.” Social media places personal brands, that are tied to companies directly, in front of those who can impact their future. Some believe this is risky, but the smart CMOs will empower employees to carry forth the corporate message in an authentic manner.

Tips for CMOs:

Spend more time learning about social media before actually engaging.
This can be done by subscribing to many popular blogs in your space, which you can find through Technorati, Google Blog Search or by asking your PR agency or contacts. Learn who your new stakeholders and influencers are and identify ambassadors in your company that could interact with them to start conversations.

Become visible in the industry.
Whether it’s you or your direct reports, attendance at new media conferences will provide insight and best practices.

Take risks.
There are very few real social media success stories in corporate America because companies are in experimentation mode. Whether it’s a viral video, a blog, a wiki or a discussion forum, companies are looking to see how others react to their tools and strategies. The Blog Council was formed to help companies, such as Coca Cola, share failures and successes.

Command respect by being transparent.
Companies that connect with customers the same way they do with The New York Times or BusinessWeek will have a rude awakening. If you take anything from reality TV, you know that people care about authenticity and not acting. You need to start treating bloggers like real people and not press release submission services. The people that will succeed will tell bloggers exactly who they are and what their intentions are immediately.

Don’t be just another logo on a website.
Just because you brand yourself visually doesn’t mean people will care about you. I think podcasting is one of the key tactics to really connect with your audience these days. Make your business come to life and have your employees tell their stories. People remember faces and stories more than anything.

Realize that there is a shift in brand management control.
Brands have been swallowed by the end user. Now they have the privilege to spread the word, with or without an editor. Outside of the Web 2.0 bubble, social media is still relatively new. Enter at your own risk and always monitor your brand for feedback.

Dan Schawbel is a leading personal branding expert for gen-y. Dan publishes Personal Branding Magazine and Personal Branding Blog. He is also the first social media specialist at EMC2 and has seven years of experience in marketing.

Weird Week In Review - May 2

In case you missed last week, here is your one stop review of all things from WeirdGuy blog. Have fun!

Branding 101 - Get A Good Editor [PIC]

21 Keys to Improving Customer Retention through Relationship Marketing

21 Keys To Improving Customer Retention - Pt.2

Digital Notepads - Are They Any Good?

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21 Keys To Improving Customer Retention - Pt.2

Yesterday we offered you the first 11 tips of Mark Hallen’s checklist for improving customer retention. Today is the second installment with the final 10 tips.

12. Give Instruction On How To Get The Most Use From Products And Services
Obviously, this is most important with brand new customers, but also has retention value when an existing customer renews, buys a more expensive model, or accepts a new release of the product.

13. Do Not Turn All Communications Into Sales Pitches
Don’t train the customer to believe that anything with your logo is trying to sell him something. Communications that are thank you’s, welcomes, usage tips, anniversary messages, case studies, etc. make the customer feel that he is more than just a target for additional sales, and pave the way for opening the envelope when you are selling.

14. Assume That All New Customers Are Created Equal
When somebody first buys your product, you may not know how good a customer they’re likely to be. Only performance can dictate that. Therefore you won’t be able to pick and choose which customers to invest in with a relationship program. However, you can reduce or increase the investment in a customer as you see what kind of customer he is.

15. Don’t Try To Start The Relationship In The Middle
This is the corollary to #1 (realize that your retention program starts on Day One). While an action-based loyalty program can be augmented at any time, a true relationship program will get the biggest return by beginning at the beginning. There will be less effect with older customers.

16. Understand That Unexpected “Perks” Do More Than Expected Ones
Think carefully about how you position extras. Let’s say, for instance, that you’re marketing software to an installed base. If the upgrade mailing says “and you’ll get 30 days free support” it might get some extra sales, but it may also decrease response because the customer thinks support will be necessary. It also raises expectations and may lead to disappointment. However, if you tell users AFTER they upgrade “to thank you for your purchase, we’re giving you 30 days FREE support” it can’t have a negative affect. It lets them know you’re thinking about their welfare, since there is no (obvious) profit in it for you. In addition, because it was a “surprise” and not an incentive, users’ expectations for it are lower: whatever they get is a bonus.

17. Determine The Effects Of Any Retention or Relationship Program Only In The Long Term
By definition, any relationship program must be viewed as a long-term investment with the potential for a sizable, but deferred, return on that investment. Do not look to see results this quarter or even this fiscal year. Your customer will reward you for good products, service and treatment only after a long enough period of time that establishes this as your company’s way of doing business.

18. Make Customers Feel That The Relationship Is Worth Something
Here’s a real relationship killer. I get a mailing with a special “customer price,” then see a lower price in a store (or store circular) where anyone can walk in off the street. Treat me as an “insider,” eligible for things that a non-customer can’t get. Otherwise, what’s in it for me?

19. Keep A Control Group Long-Term
To accurately measure the affect–and ROI–of a relationship program, you must retain a control group that has absolutely no contact with any component of the relationship program. Just as important, every action of this control group must be compared to the test group for a long period of time.

20. Define Your Goals And Be Sure They Can Be Accomplished
Direct marketing is not a branding or image medium. Even mailing monthly, the frequency just isn’t there to create a brand. Direct marketing can reinforce what I already think about the company, but not change it. That’s why it’s so important to start with new customers; that’s when they feel best about us, so it’s the best time to build on that.

21. Do Not Even Think About A Relationship Program Without Reciting This Mantra: “LIFETIME CUSTOMER VALUE IS EVERYTHING”
All marketing should have lifetime customer value in mind, but it’s the whole point of relationship marketing. Three, five, 10 years from now, how much more business have you done with Customer A (in whom you invested in a relationship program) vs. Customer B (in whom you made no additional investment). If you don’t plan to look at the program this way, there’s really no reason to do it in the first place.

Source: This article came from Lee Marc Stein. Lee Marc Stein’s Direct Marketing Newsletter Issue #55.

Related Link
- 21 Keys To Improving Customer Retention (Pt.1)

Branding 101 - Get A Good Editor [PIC]

While out for dinner with some friends I saw this trailer. Branding is all encompassing — how you look, how you present, what you say, the environment you create, and more. Make sure your message is clear. In cases like this, an editor or a trusted friend with a modicum of proof reading abilities will go far.

Entrepreneurs Need To Focus On Growth

By Cyrus Afzali

We’ve all heard the relatively miserable stats on how many entrepreneurs succeed at their ventures. With any type of business, success requires a meticulous approach in regard to building the business from the ground up.

Everyone knows they should have a formalized new business process, just as everyone knows a budget and a million other things are good ideas too. But all too often, a lack of process in the new business arena is responsible for other shortcomings or failures that could have been avoided.

The reason this occurs is simple: most entrepreneurs would say a new business needs as much money as possible coming in, which means spreading a wide net. While this may be theoretically true, this method would cause a fledgling independent PR pro, for example, to fall short of goals. This method means you’re chasing everything under the sun you can find; there’s little attention paid to whether it’s the right fit, which dictates whether you’ll successfully serve the client. This method also often leads to low–budget and low–margin projects to gain traction in the short term, while your resources would have been better used going after clients and projects to promote long term stability.

Differentiate Yourself From The Competition

To avoid this entrepreneurial trap, launch your business with a focus and method that clearly differentiates you from the competition. Don’t try to be all things to all people. To use an example from outside the world of public relations, say you need an attorney. You might first turn to someone like the attorney who handled the closing process when you bought a home. While that attorney is almost certainly qualified in their specialization, they might not be best suited for your current needs.

Likewise, a PR practitioner who’s spent their entire career focused on consumer products shouldn’t be chasing accounts dealing with complicated financial products and services. Starting your practice with a core focus and mission will keep you focused on what you know. This increases the likelihood that you’ll have happy clients, and build a clear brand.

Customize Your Pitch

Once you choose one or a few areas to focus on, start thinking about identifying your ideal clients. From there, determine how your experience aligns with what they might want from you and how you can perfectly illustrate to the prospective client that your expertise is exactly what they’re looking for. This leads into one critical piece of advice: Never, ever go the generic route. And don’t take shortcuts, either. People make this mistake all the time: for example, job seekers won’t truly customize cover letters and will instead just replace elements like the prospective employer’s name. A seasoned professional can tell when this is done and it won’t get you very far; in fact, it’s a surefire way to get tossed into the “round file.

A much better strategy is to customize each pitch letter to give specific details on the work you’ve done and the clients you’ve served. Elaborate on how that experience makes you a good fit for the client you’re chasing. Backing your claims up with work samples, such as media placements and testimonials from past clients will be even more effective. Taking these steps shows focus and the ability to put together clear, concise messages to market yourself and potential clients. It also shows that you’ve taken a keen interest in putting together a proposal and deserve careful consideration.

Getting Off the Ground

Obviously, this process isn’t likely going to happen overnight. In the meantime, it’s almost a certainty that in a new business you’ll take on some work that isn’t exactly what you want, but it’s in the name of building a long term practice that better matches your goals. In addition to being prepared for ebbs and flows as your practice takes off, the best strategy is to realize and develop your core competencies. You may want to hire a business coach or identify a person who can serve as a mentor. Either strategy can be an effective way in getting you to stay focused on operating optimally for the long term.

In addition to seeking out counsel on identifying and going after suitable clients, a coach or mentor can help you put in place systems and processes, such as proper budgeting, that will go a long way toward making sure that you not only have enough money for today, but that you will have enough money to grow the business tomorrow. A successful business will always require continual reinvestment; the key is to make sure that money is spent is wisely and maximizes the chances for solid returns.

Finally, as you grow, do all you can to market yourself. One of the key metrics I’ve always used in judging the competence and success of any consultant is how well they market themselves. Someone who’s done a good job of marketing their business has proven their ability to put together unique messages that showcase why they’re worthy of attention. Over the long haul, that goes a long way toward building a brand. With any luck, you’ll have that greatest of all problems; you’ll have so much work that you’ll either have to expand or become selective and turn away anything that’s not the perfect fit.

Cyrus Afzali is president of Astoria Communications, a suburban New York City-based PR consultancy. His clients include law firms, legal organizations, technology companies and several non-profit organizations. Before opening his PR consultancy in 2004, Afzali worked at several New York agencies as an editor and as a writer at several media outlets, ranging from small, daily newspapers to CNN Financial News

Weird Week In Review - April 4

In case you missed last week, here is your one stop review of all things from WeirdGuy blog. Have fun!

Flock — A Bloggers Favorite Browser

Branding: Synch Your Talk With Your Walk

Interview Like A Rockstar

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Interview Like A Rockstar

By Barry Zweibel | GottaGettaCoach!

It’s one thing to be able to answer interview questions well. It’s something else entirely to be able to get an offer. One way to ‘sweeten the pot’ is by offering something that most applicants do not – a written summary of the steps you’d take during the first ninety days of employment. In doing so, you show that you’re:

• Seriously considering what it would mean to work there
• Completely understanding what the job entails
• Taking the initiative to further differentiate yourself from the other applicants
• Able to communicate through the written word
• Willing to share your insights and observations, without cost or obligation

Focus on the Foci
While creating a 90–Day Plan may seem onerous, it doesn’t have to be. It doesn’t even have to provide a calendar of events. All it needs to do is provide some additional insights into how you’d approach the job if it was yours. Think of it as providing a few missing pieces to the puzzle they’re trying to solve about which applicant would be best–suited for the position.

The key is to focus their attention on your understanding of – and ability to address – four major aspects of the work at hand: problems, processes, projects, and people.

Remember, you don’t have to completely address each of these foci to maximize the impact of your 90–Day Plan. You just need show that you (a) understand the issues involved, and (b) have a plan for working them. Let’s take a closer look at doing exactly that:

Problems – Pick a problem, any problem. Chances are good you’ll have several to choose from. Most employers bring on new hires to help deal with immediately pressing and/or urgent issues. Show that you know what the big ones are and offer your thoughts as to how you will quickly come up to speed and start handling them satisfactorily.
Processes – Sometimes the problems that organizations face are more chronic in nature. Bottlenecks, inefficiencies, conflicting priorities, etc. all slow down an organization’s ability to be crisp, agile, and progressive. You probably noticed several such process breakdowns during your interviews. State what you found and frame your approach to turning them around.
Projects – Surely there are also some major projects and key deliverables that you will be responsible for if hired. List them out and highlight what you see as potential trouble points, along with some solutions for mitigating those risks. If you’re thinking about some new initiatives, this would be a good time to include them and their underlying rationale, as well.
People – While executives are typically hired because of their functional expertise, their success is usually more a function of their leadership acumen. Frame your plans for creating and sustaining support, respect, and regard from your staff, peers, boss, and other key stakeholders. Use this as an opportunity to articulate your Leadership Message and how you will assess if the right people are in the right roles. Indicate, too, how you will learn who needs what from your organization, and what your organization needs from whom. Focus on leadership, communications, camaraderie, and collaboration.

Based on the specifics of the particular opportunity you’re pursuing, you might prefer to address a different combination of foci and approaches. If that’s the case, then good for you! The more situationally–specific you can make your Plan, the more relevant and better–received it will be. So feel free to use this format as is, tweak it, or completely rework it, based on what makes most sense to you.

Begin with the End in Mind
Are you still thinking that this is waaaay too much work – especially for an employer that hasn’t even hired you yet?! It doesn’t have to be. In fact, just spending 30–60 minutes per focus point might be all you need to create a fact–based, hit–the–ground–running summary document. And, if you “begin with the end in mind”, as Stephen Covey suggests in The “7 Habits of Highly Effective People,” the task will be far less burdensome because you’ll probably start asking far more focused questions during the interview process than you might have otherwise considered.

By the way, take note if you really don’t want to develop a 90–Day Plan as it might indicate that the job isn’t one you’d really like to have. Better to realize that before you accept the offer, yes?!

But assuming you follow–through, a 90–Day Plan gives a prospective employer deep insight into who you are and how you work. And, by providing it voluntarily, you create a far more compelling justification for hiring YOU, rather than someone else who merely answered the questions they were asked.

All things being equal, who would you hire?

Barry Zweibel, CEC, PCC, is a Certified Executive Coach, a Professional Certified Life Coach, and President of GottaGettaCoach!, Incorporated. He specializes in providing 1-on-1 executive coaching and leadership consulting to seasoned and newly promoted leaders.

Branding: Synch Your Talk With Your Walk

By Steven Diebold

Mixed messages can kill a campaign. And yet, people send disconnected messages all the time. This is part of the reason we learn not to trust them and even question their actions. Marketing messages or corporate communications are no different. What we say and do must match.

Let’s visit the definitions of congruence and continuity so we can see how these apply to marketing.

Congruence
As an abstract term, congruence means similarity between objects. It is a relation which implies a type of equivalence, but not complete equality. It can also be the quality or state of agreeing or coinciding. In psychology, congruence is a rapport within oneself, or internal and external consistency, perceived by others as sincerity or certainty.

With these definitions we can see how important the application of congruence is to an effective value proposition within a campaign. If you want to appear sincere and certain (and who doesn’t?) your value proposition and what you actually deliver must be consistent.

Make Your Case and Support It
For example, if you are creating a direct mail campaign that has clearly identified an effective value proposition, use support statements that align with that original proposition. Though it seems obvious, sending any mixed messages can and will dilute the communication’s power. Each supporting message must sync up with the main idea. If your headline starts with one idea and your supporting statements veer off track, you make your case weaker. The best way to think of this is like an attorney proving their case in the courtroom. The lawyer must explain their case with congruent emotional and logical arguments. If they bring in bad or irrelevant evidence, they’re likely to lose the case. If anything is out of place in an argument, people lose trust in the presenter and start to question the case they are making.

Another example would be this article you are reading now. Every statement I make in this article needs to line up with what is promised in the headline or I start to lose focus and veer off track from what made you read it in the first place. If I don’t deliver on it, then you just stop reading. Still with me? Good.

Continuity
In fiction, film and other media, continuity is understood to be the consistency of persons, plots, objects, places and events as seen by the reader or viewer. But how does it relate to marketing? Let’s use film and television production as an instructive example. Most productions have a script supervisor on hand who is paid solely to maintain continuity across the chaotic and typically non–linear shoot. In a sense, this person is like the “Brand Manager” of the project. Their job takes the form of stacks of paperwork, photographs, and an extremely detail–oriented memory. Their memory is often assembled into a ‘story bible’ which usually includes scene notes and technical details, such as camera positioning and equipment settings. They also catalogue images, using Polaroids or, more often today, digital cameras. All of this is done so that, despite perhaps being shot thousands of miles and several months apart, the story is told in a logical flow. If this job is done perfectly, the script supervisor, or brand manager, can often pass without notice.

Make Sure Your Details Match Up
Continuity can be a bit more challenging. Every customer touch point should be evaluated to ensure that each message and experience is aligned. If there is any breakdown in this process you will have opened up a weakness for a competitor to use against you. Let’s go back to the example of the attorney. Without doing his or her homework, from timelines to evidence to what was said and when, they will be unable to prove their case. A customer is just as, if not more, skeptical than a jury. They are very discerning with their dollar. If your argument is weak and poorly developed, you risk losing your case, and thereby your market share. The best way to protect against this happening is to apply continuity and congruency to your value proposition.

Build your case well and you will be rewarded.

Steven Diebold is a brand strategist, author, and speaker that brings over 10 years of proven business, creative, and human relations expertise to the table. Steven has coached over 300 entrepreneurs and professionals to launch new ventures, develop their online brands, rebrand companies or optimize their business models and marketing systems. His gift lies in connecting them to their unique value proposition and making them stand out in the marketplace.

Networking, Character, and Competency Still Matter

By E. Brown

How many times have you been to a networking event and felt that everyone you met wanted something from you? You leave thinking, “I thought this was a networking occasion, not a sales affair.” Maybe, you have been in the other shoes and looked at networking events as a place to dig up sales and business leads. If a person didn’t show interest in what you had to offer, you had no time for them and moved on to the next person/opportunity.

Another way to think of networking events is to think of them as relationship building events. Instead of wanting something from the people you meet – how about wanting something for the people you meet?

Does this concept seem upside-down to you? For instance, why is it we expect people to treat us with respect and show interest in us when we do not reciprocate? This tells something about our motivation, doesn’t it?

So, what are we to do? Certainly, we want networking to be worth our time and effort. We want it to profitable – right?

I suggest the relational approach. Be genuinely interested in others first. Find out what they do and how you can help them succeed. Anne Baber and Lynn Waymon offer several excellent suggestions in their book, Make Your Contacts Count, about building a relational network. Teach your contacts that you can be trusted by letting them see 1) your character, and 2) your competence.

Character
• Be unfailingly reliable
• Meet deadlines
• Go for the win/win solution
• Treat everyone you meet fairly
• Speak well of people even when they are not present
• Collaborate rather than compete
• When something goes wrong, make it right
• Compensate generously for your failure
• Go the extra mile
• Respect other people’s time and possessions

Competency
• Have earned the proper credentials
• Stay at the leading edge of your profession
• Have won praise and awards from your peers
• Take life-long learning seriously
• Are cited as an expert in the trade press or mass media
• Teach or mentor others
• Consult with others to share expertise
• Do the job right the first time
• Handle the “little stuff” with care
• Follow through to make sure you meet or exceed expectations

Next time you come away from a networking event you will be more fulfilled. You will have started numerous new relationships that will pay big dividends in the end. You will experience a good reputation – one who can be trusted, can get the job done, and is looking out for the success of others.

What else could you ask for?

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Weird Week In Review - Mar. 21

In case you missed last week, here is your one stop review of all things from WeirdGuy blog. Have fun!

Could New Movie Be Too Much Star Wars?

5 Tips For Marketing Your Company In A Tech-Savvy World

6 Signs To Tell If Your Customers Need Attention

10 Tips For Dealing With Upset Customers

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