Outside Outside the Box

10 NEW YEAR’S RESOLUTIONS...FOR MARKETING OF COURSE...

2010-01-01T13:42:00.001-07:00

Resolve to learn from your marketing experience of 2009. You’re a year wiser (and, alas, older), so put the knowledge to use in the coming year.

Resolve to (and actually do) write a short marketing plan. Use the "GAME" or "TORCH" program methods (you can read about these on my blog or contact me). But put it in writing!

Resolve to try at least one new method of marketing in the coming year. This could be online, offline or anything in between (hm, that slogan sounds familiar).

Resolve to blog at least once a month. I know, I know...same old...but blogging is a very effective marketing tool. Don’t take my word for it, search Google for "blog marketing".

Resolve to network. Whether this is by joining a business organization or another method, it’s worth doing. Get your name in from of people in other industries. Make new contacts. You never know where it might take you.

Resolve to update your website. Hopefully it’s a JDE site, but even if it’s not, you should be updating content periodically. If you don’t have a site...

Resolve to try social media. It’s free and can be quite effective. It’s also very simple. "Social media" includes everything from blogging to LinkedIn, Facebook, Twitter and more.

Resolve to find new ways to promote your brand. Do you have your logo and marketing message in your email signature? What about a decal on your car or truck? Lots of ideas...and potential.

Resolve to learn something new about your business. In most, if not all, industries, methods and technologies are continually evolving. It’s important to stay current, especially if you’re a small business.

Resolve to give yourself a break. The market for much of 2009 has, to put it mildly, sucked. Not your fault.

That should do it.

HAPPY NEW YEAR AND ALL THE BEST FOR 2010!

10 THINGS TO AVOID : EMAIL FAUX PAS, ETIQUETTE ET AL

2009-12-07T08:23:00.001-07:00

Part 1 of 2

Email is so pervasive in our lives that many people, I'm sure, wouldn't know what to do with themselves if someone pulled the Internet plug. A few short years ago, email was considered an "unreliable" delivery mechanism, meaning that if you had something of importance to say or send, you'd better use a backup plan to be sure your recipient got it.

No more. Email is routinely subpoenaed in legal cases. It's considered in many courts to be as good as a written contract and there are several "contract" sites that rely on email for contract execution.

People now receive mail on their cell phones and blackberry's. While some predicted that SPAM would be a major detriment to the email infrastructure, we've managed to handle it pretty well, both from a legislative and technical perspective.

Yet, I never cease to be amazed by what people "do" in email. Whether it's forwarding something inappropriate or including a vast number of people on a "CC" list or replying to "all" instead of "one"...the list goes on. So, here is the current "Dave Segrove list of things to do and not to do" when it comes to email. Some are just ideas, some are common sense and others are...well, I'll let you decide.

"DO NOTs", "GOTCHAs" and other things(in no particular order)

1. WORK AND PLAY DON'T MIX

Do not confuse business and pleasure. In my mind, this has got to be the most ignored and fundamental "rule" when it comes to email. There are several "sub-categories" under this heading.

Chain Emails

I may be on your mailing list for some reason and I'm happy to be. But if my relationship with you is business-related, I do not want to see your chain emails. A "chain email" is one that you must forward to 10 or 100 people in order to get the message out, for good luck, to avoid bad luck, to sign a petition...the list goes on. SPAM still accounts for over 90% of all email traffic and chain emails are a big part of that.

That's not to say there is no place for some very good chain emails, but consider the recipient. Send it to your friends and family perhaps, but not your business colleagues.

Jokes, Cartoons Etc

I'm always amazed at the number of these I get from people I'd never have expected to. I like a good joke or cartoon as much as the next person, and if I get one from a friend or family member, that's very different. I don't expect (unless perhaps in rare cases) to receive these from business associates.

Bottom line: you don't know whether you might offend the recipient and you don't know what that might result in.

Many companies prohibit this sort of traffic as part of their policy, but I see it all the time.

Pictures, Family Stories Etc

Sorry gang, but business is business. If we're friends, then by all means add me to your Facebook list or send me your photos or stories. As a colleague, client or vendor, I shouldn't be copied on these.

2. DO NOT ASSUME PERMISSION

We may have communicated in the past. I may have received your business card from you in a meeting. Please don't assume I gave you permission to add me to your mailing list. If you want to add me to your mailing list, send me an email or call me to ask.

In most cases, people are quite happy to join your list, but don't take it for granted.

3. DO NOT BE CASUAL

If your email is business-related, keep the language thus. Don't assume a "tone" you would not use in conversation. Email is very subject to misinterpretation, specifically because you cannot hear the voice inflexions of the sender.

4. NEVER EVER USE PROFANITY

'nuff said.

5. DON'T ABBREVIATE

Email is not texting. Sure, you may be emailing from your cell phone or portable device, but that's your problem. Abbreviations are subject to interpretation. Don't assume that someone will understand what TTYL or L8R means.

6. BIG ATTACHMENTS

As Internet "pipes" get bigger, so do email attachments. Unless someone's expecting a big file, either give them some notice or find another way (FTP for example) of getting it to them. Many corporate firewalls and routers will block big messages. You run the risk of not knowing whether it was received or not. Not all email systems will tell you.

Big attachments also fill up mail boxes and may cost money in bandwidth, for either you or the recipient.

7. SHOOTING FROM THE HIP

"Flaming" is an Internet term for an attack on another. While these tend to happen in forum settings, they can happen in emails too. It's very easy to take offense at a message, type a quick reply and hit send before you've had time to take a breath.

Now what?

Remember, in most cases you cannot take it back. You cannot "un-say". If something upsets you, be careful before replying. In my case, I'll often type up what I want to say in a word processor. That way, there's little chance of me sending the message by accident (or on purpose). After I calm down, I can edit or delete what I've typed and then copy and paste it into an email.

8. IT WILL OUTLIVE YOU

Copies of email messages are stored all over the place. Don't assume an email conversation is just between you and the receiver. Don't send something that might come back to bite you later. Email is legally admissible in many places as evidence. Just because you deleted it from "Sent Items" doesn't delete it from the Internet.

9. REPLY TO "ALL" / FORWARDING

This can be amusing when it happens. It can also be deadly (business-wise). You receive an email from someone who has copied a group of people. You reply with a comment intended for the sender's eyes only. You hit "send".

Hang on, did you replay to "all"...? Uh oh...

I received an email recently from someone who forwarded an email from someone else and I'm pretty sure that I wasn't supposed to see the original because it wasn't very nice. In fact, it's what prompted this article.

Be careful when replying to messages that were sent to a group. Ditto, be careful when forwarding a message to one or more people. Is there something that wasn't intended for general consumption in there?

10. AN ADDRESS THAT ISN'T "PORTABLE" OR APPROPRIATE

Now, this last item may be determined by your company. If you work for a corporation and use their email system, you are probably expected to send and receive work-related emails with a company address. In nearly every case, you can't take this with you when you leave.

So, if you are using your company address for something else, you might want to stop doing so. This may be against company policy to begin with, but if you can't take it with you, are you going to have a problem if you leave?

Use an email address suitable for your business. If you want to use AOL or GMAIL or YAHOO, then do so, but use an address that works and that is appropriate. onehotguy@[emailsystem.com] may be cool for your personal life, but does it work for your new legal practice?

So, there you have it. I'm sure there are many other things that could be on the list. As email evolves, we need to as well. It's no longer the casual tool a few years years ago.

If you made it thus far, you have my complete admiration. This wasn't supposed to be a novel when it started...if you email it to anyone, you might want to just send a link...I think that's appropriate :)

A R-E-C-I-P-E FOR THE HOLIDAYS

2009-11-25T12:51:00.001-07:00

It's that time of year. Yes, holidays, winding down – one hopes – and looking forward to the start of a new year. It's never too early to begin laying down the foundations of a business, marketing or personal plan for 2010. Here's a simple R-E-C-I-P-E.

Take a RETROSPECTIVE look at 2009. Look at the good, the not-so-good. You've lived (almost) another 12 months and you've experienced (almost) another 12 months. That's a year's worth of wisdom. You've probably learned much more than you realize and you can put that all to good use in your plan for 2010.

EVALUATE the successes. What were your goals at the beginning of the year? Did you have any? If not, resolve to change that immediately! How does your year end appear to be shaping up relative to those goals? What were the successes in 2009. Were they planned or unplanned? Write them down and figure out what you achieved. Plan to do it again if possible.

CELEBRATE your successes. Give yourself a pat on the back! Even the smallest achievement is step in the right direction. It's something to build on. Experience is a success in itself, so at minimum, you've got that to celebrate.

INVESTIGATE the failures. I hate to use that word, but I couldn't think of a better one. What didn't work as planned in 2009? If you had a plan and something didn't work out, try to understand why. Accidents happen. The unforeseen happens. The saying "the best laid plans of mice and men..." exists for a reason, as does "if at first you don't succeed...". You now have the benefit of hindsight.

Begin your PLAN for 2010. Yes, I know 2009 isn't over, but it's almost December and the year end will be here before you know it. Your plan should include measurable goals (see A SIMPLE GAME PLAN). Looking back over this year, include possible pitfalls you need to watch out for. Try and add a goal that you didn't have this year. On your calendar, put a short-term objective for each month and a method by which you can measure success. Don't wait until the end of next year to get yourself back on track. If 2009 didn't go as expected, pick yourself up, dust yourself off and plan to try, try again.

ENJOY yourself. It's the holidays. Season of goodwill and time to be grateful for all the big and little things in our lives. Next year will be a challenge, but you're going into the New Year with a plan and a whole 12 months of additional experience and wisdom. Let bygones be bygones and resolve to begin 2010 with a clean slate and a whole year of potential.

Have a wonderful Thanksgiving (and Holiday Season)!

PERSONAL BILLBOARDS (AND CONVERSATION STARTER?)

2009-11-11T05:51:00.001-07:00

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

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

How many people have laptops?

How many people use them in public places?

How many people glance at them while walking by?

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

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

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

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

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

READ 'EM AND WEEP

2009-10-29T07:09:00.000-07:00

It's funny what you can come across when browsing for something completely different, but then again, it shows what a good blog article title can do...

BLOGGERS BUSTED BY COURTS

The article on legalzoom.com (here's the link), discusses the 2009 case of Liskula Cohen, a model, who was called some rather unpleasant things in several anonymous blog posts. She decided to sue. Since the poster was unknown, her attorney's had to go after Google, owners of Blogger.com where the comments were made.

The case made it to the New York Supreme court where it was decided that the comments had been defamatory and Cohen had rights to claim compensation. More specifically, they quoted a similar Virginia case and stated that anyone suffering "damages" as a result of "tortious or other actionable communications on the Internet" should be able to "seek appropriate redress by preventing the wrongdoers from hiding behind an illusory shield of purported First Amendment rights."
Back in 1995, the US Supreme Court had ruled the opposite, citing that the First Amendment guarantees protection, is vital to any democracy and "Anonymity is a shield from the tyranny of the majority".

A quick Google search for "bloggers sued" brings up a host of results (add 2009 to the search for more current stories) from here and abroad. It that there isn't a part of the world that doesn't have a blog-related lawsuit in progress somewhere.

So, what does it all mean?

Well, other than I shouldn't be so easily sidetracked, it goes to show that "anonymous" isn't necessarily so. Of course, many of us already know that once we step foot into the Internet world, we're about as anonymous as a polar bear at a penguin convention. Yet, that aside, it also goes to show that what you say really can matter online. What you say can come back to haunt you, whether it's a comment you make on a personal level, or, I'm guessing, a professional one too. The "offense" may not have been intended, but that's up to the "offended" party. There are, I'm sure, some very legitimate cases that deserve a look, but that has to be balanced by the First Amendment (or other freedom-of-speech laws around the world) and allowing people to say what they want to.

The legal lines are very shaky in this regard. Quite literally, the jury is out when it comes to what's okay and what's going to end someone up in court. As an enthusiastic blogger and writer myself, I hate the thought of censorship at any level, but such is the world we live in. It's going to be interesting to see how it develops, but in the meantime...if it's something I wouldn't say I loud in a public forum, it might be worth keeping to myself...that makes sense to me.

Oh - and this blog is my opinion and is not intended to offend anyone...sigh.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

A GOAL A DAY...

2009-10-02T09:18:00.001-07:00

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

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

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

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

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

Hang on – I'm getting there.

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

That's a lot of work, Dave...

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

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

Happy Friday.

VENI VIDI VICI : MARKETING ACCORDING TO JULIUS CAESAR

2009-09-24T06:52:00.000-07:00

"VENI, VIDI, VICI"

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

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

VENI

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

Ooh – he's picking a fight...

Not really, and here's why.

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

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

be short term (less than six months);

have clearly stated and immovable and tangible goals;

have a start and end date;

include a method to measure success;

have a plan to get there;

includes the necessary resources;

VIDI

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

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

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

VICI

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

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

THE FORMULA AND INGREDIENTS FOR MARKETING SUCCESS

2009-07-22T05:33:00.001-07:00

You have a need.

I can fulfill that need.

Here's how...

Sounds really simple, doesn't it? But that is the essence of marketing.

You need feed yourself and your family.

Many stores sell food.

You pick the most convenient (products, variety, value, location)...

The winner is the one who hits the "you need/I have" nail on the head.

Creative marketing may involve "developing" a need that someone didn't know they had. Hate to say it, but it's true - I mean just look at half the medicine ads on TV. How many times have you seen a "problem" and said "huh, I didn't even know there was a condition called [insert ailment]"? Though some might find certain types of marketing questionable, it's all fair. Developing a "perceived" need...it's not "deceptive", it's "marketing".

And the secret ingredient?

You. Whether representing a product or service, when you market, you present yourself as (part of) the solution to someone's problem; you're marketing yourself as much as your product / service. Makes no difference whether it's in response to a "help wanted" ad or to offer your services to help someone find a home or build a website, or sell them a new car or medication. You're the one who has to convince the client that yours is the product they need.

Marketing is 50% art and 50% science...oh, and 50% experience. You can never get it 100% right. So keep trying. Get out there. Don't wait for them to come to you. They might not even realize that...

Hey, you have a problem here.

Good thing I'm able to help you with that.

Here's how...

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

IS THERE ANYTHING POSITIVE ABOUT NEGATIVE MARKETING?

2009-07-16T09:40:00.000-07:00

I supposed I had best define what I mean by "negative marketing". By this I mean, quite literally, making your product / service / self, look better by providing negative feedback about the competition.

Political campaigns are full of it (and not just negativity). "Attack ads" are commonplace, dare I say "normal"? The idea behind these are simply to make the opponent look bad. While commercial advertising may seem less aggressive, you do see comparisons made, especially in some auto ads...

"...we have 24 cup holders, that's twice as many as you'll find in a comparably-priced [insert name]..."

Some, I'm sure, would argue that comparing the benefits of your product / service / self with the competition allows you to demonstrate why yours is better. It's an argument that has merit, but not one I completely agree with.

But heck, who put me in charge, right?

When you're marketing yourself / product / service, I think you do yourself a disservice by "going after" the competition with negativity. I could be wrong, but if you can't stand on the benefits of your product / service / self without resorting to pointing out what the competition doesn't, then does your product / service / self really hold water?

There are going to be plenty of times when you are in a competition. Personally, I've found that by being positive and complementary about the competition tends to result in a more favorable impression made on the audience...thus the client.

Leave the competition to fight among themselves. If you believe in your product / service / self, you won't need to do any negative marketing at all.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

LEANER, MEANER...AND QUITE DIFFERENT

2009-07-12T08:40:00.000-07:00

In a recent conversation with a colleague, I commented on how I felt the business dynamic was changing. Permanently. I went as far as to predict that:

In a few years, there will be a handful of "mega corporations" responsible for everything from food production to financial services and media. Many of the "big corporates" today are learning the "merge or die" lesson, just look at the headlines that would have been unbelievable just five years ago. In my (very humble) opinion, these large corporate entities are going to form the basis for our economy. They will be the foundation, or "backbone".

"Brick and mortar" firms are changing too. They are either being swept up like rocks in a glacier, or going out of business. Sure, some are changing, but only then to become part of the "corporate glacier".

I think the "traditional" job will change. I see things such as benefits (healthcare, pensions etc) go by the wayside. I'd even hazard a bet that in the foreseeable future, "W2" style employees will be much rarer than 1099. After all, it makes sense for companies who need to be leaner, contain costs and reduce risk. Shift the burden of benefit costs to the employees.

On the flip side, employees can become business owners in their own right. Now, at least in theory, they are "vendors" who can charge for services provided. Work 40 hours, bill for 40 hours. Work 45 hours, bill for 45 hours. With no benefits to pay for and seeing the "employee" as a "vendor", even overtime becomes a cheaper option for companies than worrying about the "encourage unpaid overtime" that anyone who has worked in corporate knows about.

Not everyone is going to want to, or necessarily be able to, set up their own company or be a self-employed entity. Hence, for a while at least, traditional W2-style employment will be the norm, but, as we're seeing, there will be fewer jobs with fewer benefits.

It doesn't have to be all negative. Companies can (and already do) form organizations with collective bargaining power to obtain half-decently priced benefits such as healthcare. Personally, I see this as a help rather than a hindrance. Group insurance will be a little different, but it may be an option to self-employed people who belong to associations who are able to get "group" rates.

With so many self-employed / small companies, out there, there will be room for innovation and even more specialization. Consider this: a company wants a product. They hire a small company that is a specialist in developing a product. The small company gets a mandate and goes out to bring in just those resource companies that can develop the product. At the end of the project, everyone goes their own way. No expectations beyond the project. You're paid for what you do, and off you go.

This more "modular" type of company / project / service scenario will suit the upcoming generations who are used to the technology and cultural mindset that will be required.

Of course, this prediction is open to suggestions of being rather "Orwellian" or, dare I say "socialist"? Except I see it evolving already. Look around you at the number of smaller companies, self-employed people and the number of "super corporations" that are getting bigger and bigger.

This isn't intended to scare anyone, in fact the opposite. It's just my opinion, but the business world is changing. We can fight or we can do what we do best: adapt and innovate.

I LOVE ARIZONA!

2009-07-11T07:30:00.001-07:00

Found this really fun fact entry on my wife's Arizona Real Estate website www.AZisMe.com this morning and though I'd share:

I LOVE ARIZONA!
By Jill Segrove

Why? Because Arizona is the only state where you can say "Chuckwalla" and get away with it. You can live in towns like "Christmas", or actually meet the Flintstones in Bedrock City. However, the biggest reason I love Arizona is that it's landcape is forever etched into my mind. When Katherine L. Bates wrote the lyrics to America the Beautiful, she had to be standing in Arizona. There is no other place where you will find amber waves of grain, purple mountain majesties, and fruited plains harvested together. Here are some other interesting things about the land that I love:
Four Corners Monument is the only place in the United States you can stand in four states at the same time - Arizona, New Mexico, Colorado, and Utah.

Offically known as "The Grand Canyon State", Arizona became the 48th state on February 14, 1912 giving us the nickname "The Valentine State".

The world's largest solar telescope is located at Kitts Peak National Observatory in the city of Sells.

At one time camels were used to transport goods across Arizona. Today, it is illegal to hunt camels in Arizona.

A person who lives in Arizona is called an Arizonan.

The Arizona trout is found only in the Arizona.

The bola tie is the official state neckwear.

The amount of copper on the roof of the Capitol building is equivalent to 4,800,000 pennies.

Arizona finally completed the last section of Interstate 10 in 1990. You can now travel from Florida to California without having to access the back roads of Phoenix.

Arizona observes Mountain Standard Time on a year round basis. We never have to change our clocks.

The original London Bridge was shipped stone-by-stone and reconstructed in Lake Havasu City.

The Arizona tree frog is the state official amphibian. The frog is actually between three-quarter to two inches long.

Once the 4th largest city in the Arizona territory, the copper mining town of Jerome dwindled to as few as 50 people after the mines closed in 1953. It is now the largest ghost town in America.

Located in Fountain Hills is a fountain believed to be the tallest in the world.

Phoenix originated in 1866 as a hay camp to supply Camp McDowell.

Arizona leads the nation in copper production.

If you've been to school in Arizona, you'll know "the 5Cs" or Arizona "Commodities" : Climate, Copper, Citrus, Cotton and Cattle.

LEGACY MARKETING

2009-07-08T17:40:00.001-07:00

"Oh boy, what's he doing now?"

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

"You mean....?"

Yes, when you get to "the end".

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

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

"Uh-oh, sermon..."

Actually, it's not.

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

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

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

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

A GUARANTEED WAY TO GENERATE INTEREST

2009-07-06T08:48:00.001-07:00

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

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

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

For example, which sounds more interesting?

EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS

YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

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

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

Bear in mind, that the content is important too.

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

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

FAMILIARITY DOESN'T ALWAYS BREED CONTEMPT

2009-07-02T11:12:00.001-07:00

This post idea came to me after I read a very good entry on Steph Adamo's blog titled "Tropicana Redesign", in which Steph points out that there was nothing wrong with the "old" Tropicana carton design and that the "new" look is in fact, rather awful.

The post has since been featured on Yahoo! and other places. From the reaction to this comment, I think most people agree that, at least in this case, Tropicana (or rather Pepsico) should have left it alone.

But this raises a point. Especially in these turbulent times, people are looking for something different. Marketing is no exception. Whether it's a new look or new approach, different gets noticed is conventional thinking. As a marketing consultant, I can agree and attest to this...to a point.

Sometimes tradition is also good. Take the upcoming 4th of July. Could anyone imagine it much different that it's been pretty much since the first Independence Day? How about Thanksgiving? Of course we don't want to change these things, the way we celebrate is traditional! Shame on me for even talking about it!

In these rapidly changing days and weeks when everything is moving so quickly, change can be positive, but so can stability.

Looking at the old Tropicana carton I see something that is very familiar. The new one isn't. Did they really need to change it? Well, someone at Pepsi thought so, but how about marketing tradition instead of change? Something along the lines of "everything is changing, but some things don't" or "we got it right first time, why change". You get the idea.

I call this concept "remarketing". Look at many small companies (and some large ones). You see things like "serving the community since 1982..." or longer. That implies a tradition, familiarity and a tried and true method. Why not advertise the fact?

Sometimes change isn't the way to be different. Sometimes being the only one that doesn't change can be just a unique.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

WEBBY'S : JULY 2009 ONLINE

2009-07-02T06:41:00.001-07:00

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

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

Happy 4th of July!

IF YOU DON'T BELIEVE, WHY SHOULD I?

2009-06-26T06:14:00.001-07:00

To quote a line from the Oliver Stone film Nixon, "nothing sells like sincerity".

Some can fake sincerity. In fact, I know people who take pride in their ability to fake it. This, in my opinion, is as dangerous (if not more so) than not caring at all.

We've all been in situations, most likely in retail stores, where we've encountered the stereotypical "bored" employee who is just there because "it's a job", and really doesn't give a hoot about anything, least of all you.

Now, that's not necessarily insincerity, but it's a lack of concern or even "light caring" about a job or responsibly, and it shows.

As a marketing person, I work with many clients. More often than not, we work on projects to "jump start" their marketing efforts. Perhaps this is a "makeover" of some kind, a new approach or a different take on an existing one. What I see across the board is that once we've stoked the fires of imagination, excitement heats up, passion brews and the rest follows is so much easier after that.

If you care; if you're passionate; if you believe in what you are marketing, whether that's a product or a service, it will show.

Marketing begins with you. You have to believe in the product. You have to market it to yourself and then, as the customer, you have to believe it's a good thing. If you don't believe it, then why should your potential clients?

Imagine if you don't believe you're doing the right thing...it's just "a job"..."I hate it, but it pays the bills"...do your (potential) clients deserve that? If you answer "yes" ask yourself why they deserve it.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

A SEARCH FOR MEANING : PROFESSIONALISM

2009-05-17T09:11:00.003-07:00

"He's very professional."

"That's a very 'professional' look."

"She's a real professional."

"That was unprofessional."

These are all comments I've heard within the past month (not all directed at myself I hasten to add). On the heels of my last article on the subject of professionalism and being a professional (WHAT DO YOU MEAN YOU "DON'T KNOW"...YOU'RE A "PROFESSIONAL"!), I decided to pursue the subject in a little more detail because I'm curious as to what really defines "a professional" or "professional behavior".

According to Merriam-Webster, there are two main definitions:

the conduct, aims, or qualities that characterize or mark a profession or a professional person

the following of a profession (as athletics) for gain or livelihood

The latter we're pretty familiar with and I think it's fair to say that we associated "professionalism" in sports with "sportsman-like" behavior. When a well-known sports pro gets into trouble, the word "unprofessional" usually appears in the descriptions or condemnations somewhere.

So, therein probably lies a possible part of the definition: we expect a certain level of generally-acceptable behavior from those we consider "professionals".

Where the bar is set may be a little vague. As Edward Toupin discusses in his post "Professionalism ... How do I get one?", what is deemed "professional" in one industry may not be in another. The term is subject to interpretation and influenced by the environment in which on is expected to operate.

There is a neat little slide show I came across on the Texas Library and Archives Commission site quite by accident (which goes to show the web can take you places you never thought of) which includes in the definition of "professionalism" specific words such as "Education", "Competencies", "Characteristics" and "Intellectualism", suggesting that "brains" is part of the the "professional character".

In her blog Linda Lord, reviews the expected behaviors of a "professional": "They tend to be cool under pressure, able to move easily between social settings and handle public events with confidence. Someone demonstrating professionalism is able to omit emotional outbursts when handling stressful situations. They maintain their focus, accept the urgency of the situation, and act responsibly when resolving difficult matters. "

Certainly, this describes more of the expected behavior than the educational or intellectual requirements of a "professional".

My two cents is that we tend to use "professionalism" and derivatives thereof in a wide range of descriptions and actually run the risk of "desensitizing" ourselves to it by overuse. I think it's open to interpretation. We all have our own views on what is professionally acceptable and what isn't. I'm not sure I buy into the "intellectualism" part. I think that "professionalism" comes from within. There may be educational and ethical requirements to belong to a "profession" and to be expected to behave within a documented or expected set of behaviors. I believe there are socially acceptable non-professional "professional" behaviors that we expect from "business" people, no matter what industry. I think I'm safe in including:

Sincerity

Honesty

Integrity

Add to these the list of what may be expected in a given industry and you have, in my very humble opinion, a "professional".
So, with the waters muddied even further, from one professional to another, have a great week!

Dave

Articles referenced: Edward B. Toupin (writer and coach) : "Professionalism ... How do I get one?", Linda Lord (Human Agriculturalist) : "What is professionalism", Texas Library and Archives Commission : "What is Professionalism?"

f2p=f4m : A LITTLE PLANNING GOES A LONG WAY

2009-05-13T17:25:00.001-07:00

f(2p)=f(4m)

where

f=failure / p=plan/ m=motivation

A simple little formula, a variation on the better-known "failure to plan is planning to fail". Yet many small business owners do just that. As a small business owner, whether you're a single (self) employee or a small group, you have all the responsibilities of a Fortune 500 company, with a smaller headcount. You still have to consider:

Human Resources

Sales & Marketing

Accounting, Payroll and other "Back Office" functions

Development and Training

Business Planning

Support

Infrastructure

Larger companies have plans and forecasts. You barely have to watch TV to know that such-and-such company's stock lost value because it didn't "meet analysts expectations". But the fact that a huge behemoth of an organization can predict (within a certain target area) how much it's going to make per share is pretty amazing.

Look a little deeper and you'll see it's not magic, it's just about planning.

I meet different business owners as I ply my trade. Sometimes the conversation goes something like this...

"Hi Joe"
"Hi Dave"
"How's business?"
"It's okay. I'm getting by."
"You sound a little uncertain."
"Yeah...we're in a bit of a slump. Somehow this wasn't quite what I'd planned."
"Where did you deviate from the plan."
"Well I didn't mean an actual plan-"

If there is no actual plan, first of all, how the heck can you deviate from it? Many small business owners make this mistake. They're intentions are pure and they know they want to build a business, but they set off with a vague notion and little more.

Many of these fail because they didn't plan. Something doesn't work out. Money doesn't come in. Second-guessing begins and it goes down from there.

Your business plan doesn't have to be elaborate. It doesn't have to contain lots of words that you'd need a dictionary to look up. It should have a goal or two, a method for getting there and a way to measure success. (See A SIMPLE G-A-M-E PLAN)

It really is that easy.

When setting a goal, make it tangible. "This is where I want / need to be in 12 months."

Okay, you have a goal. How do you quantify it? Do you have to do a certain amount in sales? Yes? How many? How much? You'll probably need some clients...yes? Alright, how many prospects can you realistically turn into sales?

You get the idea. With a goal and some simple thoughts, put down in writing, you now have map. Of course, there is more you can do. Budgeting is always a good idea. Ditto marketing ideas. I work with people to help them flesh these things out.

Now, if you're not happy because you're not meeting your plan goals, we have something to work with. Where are you deviating from the plan?

You can change a plan. You can't change "nothing". You can get back on track.

Failure to plan is the first step towards losing your motivation.

YOU'RE A "PROFESSIONAL", WHAT DO YOU MEAN YOU "DON'T KNOW"?

2009-05-11T10:45:00.000-07:00

As an true "professional" in most fields, people feel as though all the answers should be right there at their fingertips; they should be a walking encyclopedia in their field, quicker than a Google search with even more relevance.

The simple fact of the matter is that the secret to being a "professional" is (in my opinion):

the wisdom to acknowledge that one can never know all the answers

the humility to admit this to oneself (and a client)

the intelligence to know where to look for the answers

the confidence to reassure oneself (and a client)

the desire to improve oneself

As a famous quote says (something like), "he who knows everything knows nothing". Beware self-proclaimed "experts".

You're good at what you do. You can be even better. Professionals never stop learning and growing. That's what careers are all about.

As a marketing "professional", I can never have all the answers. Every one of my clients is different...but between my client and myself we'll come as close as we can and find as many of the answers as we are able. That's what makes my work fun. People are amazing and wonderful! Admitting you don't have an answer there and then is a small act of heroism, a big act of humility and will gain you respect in the long-run.

If we had all the answers already, what would be the point?

I say this all with true humilty...and I'm still looking for the answers. Who knows where today will go? Have an awesome week!

“I'll GET BY”

2009-05-07T08:03:00.001-07:00

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

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

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

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

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

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

10 Ways to "Say it with cards"...

2009-04-30T11:13:00.004-07:00

By that I'm referring to your business card. That little piece of real estate is, or should be, as much part of your business "personality" as your own. Not only does your business card contain your contact information, it's an introduction and a reminder for later. When someone is going through the stack of cards on their desk, rolodex or folder and they come across your card, they should recognize it and by virtue of that, recognize you.
That little 3½ x 2 inch piece of paper should be very important to you and your business. If you're a small business owner, self employed or have discretion as to how you card looks then you have an enormous impact on your business image. Here are some things to consider:

Empty space – keep a fair amount of it. Too much information is as bad as too little. Invariably, the card will look crowded and dense. A good idea is to write down everything you would like to put on your card and then prioritize it.

Use both sides – there's a whole other 3½x2 space to use. Consider putting slightly less relevent information on the back of your card. Your fax number for example, unless you think it's critical. Your blog address, mailing address...yes, your mailing address...how many people write to you based on your card? More people are going to call or email you...

Make it legible. Use a clear font and a good contrasting color. If it's too small, it's going to be a pain to read. Don't try and be clever. To be brutally honest, it's annoying.

Use a good stock. Yes, the economy makes it hard to spend money on some things where we know we can save, but you often get what you pay for, especially when it comes to business cards. Use at least a 12pt card stock. Do consider the return on investment. Plastic business cards may be cool, but they're expensive. Can you justify that cost?

Glossy or not? If you're going to get a UV (glossy) finish, consider the color of the card. Glossy cards have a nice, waxy feel to them, but they tend to show fingerprints easily on darker colors. Another thing to consider is that if you are trying to save money, think about using a lighter color card. Unless you're going to a custom printer, most card colors are printed onto the paper. Depending on the quality of the cutter, this can lead to cards looking "worn at the edges" as soon as you get them, especially with a UV finish. A lighter color, or white, doesn't show this. I've designed cards with a white border just to prevent this problem. A matte finish can look very classy. but so can gloss. UV tends to "weather" better.

Include a photo? It's up to you but ask yourself why. First, it takes up space. Second, it needs to be a good one. Third, it should be you and not you and family, you and pets...you get the idea. Do you want people to "remember" you? Well, your winning personality should take care of that. Use photos with caution. If you're ordering 1,000 business cards, remember that you should try and resemble the photo as you get to the end of the stack. Planning on changing your hairstyle/color? Consider your cards...

What should be on it?

The "Dave Segrove rule of thumb" is as follows:
Front
- Name
- Title (optional)
- Credentials (optional, depending on legal requirements. If you have a whole bunch of certifications, consider that having an alphabet after your name may impress some people but it may intimidate others)
- Telephone
- Email
- Web address (optional – could go on the back)
- Photo (optional – see sermon above)
- Logo
- Quote or catchphrase (optional)The Back
Back
- Address
- Fax
- Blog
- Alternate phone
- Web address (if not used on the front)
- Alternate website (if you have another)
- Space for notes or appointment(s) (optional)
- Industry required logos (such as Equal Housing etc)
- Map to your business location (useful for retail)
- Hours of operation (retail)

The background. While a uniform color looks nice, a graphic can be quite eye-catching, as long as it doesn't interfere with the foreground.

What should be avoided? This is just my opinion but you've read this far..."I appreciate referrals". Who the heck doesn't? So why waste valuable space by putting that on your card? Photos that are not relevent should also be avoided. "Clever" sayings that are not part of your mission statement, slogan, motto or catchphrase, tagline etc. If you have the space, perhaps something else to fill it? Oversized or strangely shaped cards. There is a little more room for the latter, provided they fit into a standard business card slot in a rolodex or folder. If your card is too big, where might it end up?

How can you get it customized? Work with a designer. Yes, I know it involves a cost, but many designers are not that expensive. I know I'm not, and I really mean that. A good designer will work with you, learn about you and what your business message needs to convey. He or she should provide "mock-up" designs and taylor them until you're happy. Listen to the designer. Work with them. Ask to see their portfolio and only move forward if you have a good feeling about them.

I don't pretend to have all the answers, but I do design a lot of business cards. I do believe in being different for each client. You're unique, so your card should reflect this. "There are many ways to skin a cat" the saying goes (though I have never understood why a cat), and the same applies to business cards.

Would love to help with any questions or concerns.

One of the best parts of my job

2009-04-24T16:33:00.003-07:00

I love it when a website goes live. Weeks or months of work have come to this moment. Even though the site owner(s) know what the site looks like, there is still a feeling of seeing something for the first time. The vision is a reality.

I say this today because I'm proud to announce to launch of www.PattyFusco.com, the real estate site of (you guessed it) Patty Fusco. Featuring many standard "realtor" site features such as listings and MLS searches, the site also offers market analysis, trends and reports.

What's more, unlike many conventional agent sites, this one is 100% custom, with a supporting content management system that allows Patty to update, refresh or remove her own conent.

Saying "your site is live, congratulations" is one of the best parts of my job and a major reason why I do this for a living.

Have a great weekend!

WHEN AN OPT-OUT MAY NOT BE ENOUGH

2009-04-22T07:41:00.002-07:00

As nearly everyone knows, SPAM is "unsolicited bulk email". However, what some people may not realize is that just providing an "opt-out" to recipients does not qualify their message as "not spam".

Many bulk email systems used for marketing require what is known as "confirmed opt-it" addresses. Simply put, this is an address that has been verified and that the recipient wants to receive messages.

In may places on the Internet, by law, an "opt-out" link must be prominently displayed, along with company information from the sender, but sending an unsolicited email with the opt-out link and company information may not be enough if the recipient did not agree to receive such messages from the sender.

As succinctly put on the SPAMHAUS.org site (SPAMHAUS is one of the places that tracks and maintains "blacklists"), "Nobody must ever be required to opt-out of anything they did not opt-in to in the first place". Furthermore, the state as their "Golden Rule" : "Never buy email addresses from another company."

As tempting as it might be to circumvent the system, ISP (Internet Service Providers) and email hosting companies as well as some government agencies are beginning to seriously crack down on SPAM and the definition of what is considered SPAM is evolving. Ignorance is no defense.

If you're going to send bulk email, send it legitimately.

You can read more about this subject at www.SPAMHAUS.org.

By the way – their suggestion is that when you receive unwanted email, do not use the "opt out" link because it validates that someone is on the receiving end of the message (and you might end up downloading something nasty). Better to mark it as "junk" and let your spam filter take it from there.

You're different...just like everyone else...

2009-04-16T07:02:00.001-07:00

The title of this post was intended to be somewhat tongue-in-cheek, but there is at least a grain of truth in it. While many marketing consultant, "gurus" or "experts" might beg to differ, I'm of the firm opinion that one size does not fit all when it comes to marketing.

Why? Because we're all different.

I do some 1:1 and group marketing development exercises and in one I asked people a simple question:

"I'm a potential client. Why should I do business with you?"

At least 7 out of 10 times, the question stumps. But when you consider it, it's not a particularly difficult one, at least it shouldn't be if you're prepared.

Like it or not, your marketing "radar" needs to be on, whether fully or partially, 24/7. Whether your marketing strategy is verbal, printed, online or whatever, you need to be somewhat prepared to jump on an opportunity. So, consider these questions:

What do you do for your clients?
What are three benefits you provide your clients that no one else can?
How can you back up these claims? Write down the answers using non-technical (non-industry) jargon.

The first should be relatively straightforward. The second may take some thought, as will the third, but consider your track record, testimonials, awards etc.

Now, when marketing yourself, know these answers. Whether on your materials or in person, craft your answers accordingly:

"Here is what I can do you."
"Here is why you should use me and not someone else."
"Here's my proof."

Be different. Be you.

Dave

Please visit my small business development site www.SBGenetics.com for other articles.

HANDS-FREE MARKETING : SEPARATION OF CHURCH AND STATE

2009-04-06T09:14:00.001-07:00

Whether by email or on a social networking site, I never cease to be amazed at the fact that many people use one identity for all things social and business.

I receive emails from professional associates that contain all sorts of things, from "forward this to 10 people and..." to jokes and who knows what else. While it's not the content that bothers me, it's the fact that it's coming from what should be a professional (ie business) address.

Ditto on networking sites. When someone is "linked" to the entire world of friends and family, there are bound to be "skeletons"...or worse that get dragged out of the proverbial closet ...an old friend who posts the photo of you "totally wasted dude" on your Facebook wall. If it's the same identity you're using to connect to business associates, do you need that kind of publicity, no matter how well-intentioned?

Hence the title of this article. There's a time and a place to "be yourself" and to "be your professional self". I do not buy into the argument that "what you see is what you get" or "this is the real me". There are increasing numbers of stories about background checks and job offers being rescinded because of what someone put in a blog, or on MySpace, YouTube or wherever.

Social media sites have a place, as does email. Remember that what you put out there, or what you let others put out there, could come back to bite you. It may feel great to hook up with a friend from 20 years ago, but do you really know them that well now?

Keep your two "selves" separate. You do it in real life, it's okay to do it online. It's very hard to undo what's been done...and with who "owns" information posted on social media sites, the decision may not be yours to make...

HANDS-FREE MARKETING : A SIMPLE G-A-M-E PLAN

2009-04-04T12:24:00.003-07:00

Whether you're considering a new mail, email, social media, advertising, networking or other marketing campaign, it pays to have a plan. Too often I've seen individuals and companies throw resources in an attempt to “market” their business with, at best, questionable results.

Like it or not, there is no quick-and-easy way to market yourself or your product, but it doesn't have to involve a huge expense, think tanks or a myriad or marketing and advertising professionals.

So, here is the Dave Segrove (JDE) simplified marketing G-A-M-E plan. There are four components, each requiring their own research and producing results. Pulled together, it's a good start...

GAME – Goal / Audience / Method / Evaluation

Goal – What are you trying to achieve? Much of the time I hear things like “more customers”. While we'd all like that, you might want to consider something a little less generic such as a growing a client base in a specific marketplace. Knowing what you're trying to achieve will let you set a goal.

Audience – Who are you targeting. Everyone? Think again. The “how” (the next step) will determine what you can afford to spend (in resources). Is a very broad base of potential clients better than a focused group? Do you, or does your business, relate to a particular demographic? Is there a market that no one else has discovered yet (I wish)? A little bit of research here could yield dividends.

Method – How are you going to market yourself? What medium (Internet, in-person, mail, print advertisements, free samples) are you going to use? What's your budget? By that I include time, money and resources. Money isn't the only thing to consider when you're budgeting a campaign. Who will do the work? Are you already putting in 50 hours a week? Can you do more? Time management is also something to think about.

Evaluation – How will you measure success? What is an acceptable return on investment? Knowing up-front what measurements you're going to use can help you keep yourself on track. It will also (potentially) allow you to adjust your Methods in order to obtain your Goals.

So, before you set out on your next marketing adventure, consider a G-A-M-E plan...while some of this may sound obvious, I really believe a little planning goes a long way.

Any one of these criteria can be explored in depth and at length. I'm always available to help you figure out what will work best for you.

Good luck!

Dave

You can download a copy of the G-A-M-E plan process from my Small Business GENetics website, www.SBGENetics.com

IT'S OKAY TO TOE-DIP INTO SOCIAL MEDIA

2009-03-24T06:12:00.002-07:00

Response to a good blog post by Dawn Foster titled Social Media Consultant or Snake Oil Salesman?.

"As someone on the front lines of small business EVERY day, social media has a place in some businesses, but not a place in every business. Time is money folks."

Very well said.

The trouble that I have with many self-proclaimed Social Media Marketing (SMM) "experts" is that while they talk about an evolving and changing technology where no hard and fast rules really apply, they immediately point out that anyone is not an expert if - and then go on to list said "requirements".

Time is money. Many small companies, in fact ESPECIALLY small companies, do not have the time to put into developing SMM campaigns of the sort that will yield the results that are being touted by the "gurus". But that said, there are people who say "you can always find the time for social media".

Part of the problem is a clique-like feeling that permeates the SMM field. There are the "experts", legitimate or otherwise, who attract followers by the thousand, make comments that are then shared to the nth degree and people sit back and say "WOW".

There are variations of these power-users in any industry, they're just more obvious in the SMM world because we're in it (by virtue of the fact you're reading this blog). It doesn't mean that the same success is available or achievable to everyone else using the same techniques, otherwise what would differentiate the power users?

So, where am I going with this? I agree with what you say, Dawn, in that if someone is looking to spend money using a service, then they do need to be careful. The ROI on SMM for some companies is questionable. Products such as Twitter and Facebook have a place and can be successfully used, but they may not be a perfect fit for all.

If your SMM "toe dip" is a blog, then don't let anyone tell you that's not a good place to start. Do your research, try the multitude of different sites and options out there (as time permits). It's not a race to the finish line and you are not a "loser" if you are not living and breathing social media.

The world isn't going anywhere without you just yet.

HANDS-FREE MARKETING: HOW TO TRASH YOUR ONLINE REPUTATION WITH EMAIL

2009-03-01T13:15:00.001-07:00

Like your credit report and other government or privately tracked information, your email address is part of your online identity. There is no short-cut to establishing a good online reputation. It's a bigger part of your business reputation than most people think, and it's just as easy to trash.

Here's how:

CHANGING IDENTITY: I've seen an increase in some unscrupulous sales people changing their email address slightly, thereby fooling spam filters. In order to do this, you need to own your domain name (ie mydomain.com) and control your email addresses. You send a message as dave@mydomain.com. Because it's spam, eventually it's blocked by most spam filters. The following week, because someone told you it was clever and good marketing practice, you change your email to dave2@mydomain.com and send another email. Many people's spam filters are not set to block entire domains (ie anything that comes from any address in mydomain.com). So, if you've seen the same person sending you emails, even though you added them to your “junk” list, that's probably why.

"SPAM: Yes, the old favorite and the one that started it all. Anyone who uses email knows that spam is “unwanted bulk email”. When I define it, I take out the word “bulk”. I never ceased to be amazed that many email senders consider it “okay” to send me a bunch of crap I never wanted and call it “business to business” messages to try and avoid being labeled. I see this a lot in real estate. Some agents swear by it, the theory being if you throw enough, something will stick. I guarantee that most of those listing emails are ending up with blocked sender rules in spam filters, and both an email and business reputation are being ruined.

MASKING: Making your email address appear from one address when it's actually from another. This is a favored “phishing” method and many email systems are blocking this type of email. Yet they still come in. In order to mask your address you need some technical savvy, but it's also possible to trash someone else's reputation with it. I found that one of my own domain names was being used by someone to send out spam. As a result, I started getting emails from spam blockers and individuals notifying me about viruses that I'd attached on emails I'd never sent. Someone had “masked” a genetic address (ie email@mydomain.com), a address I didn't even have a mailbox for. Unfortunately, I have a “catch-all” address in case someone misspells my name, so I was receiving anything addressed to my domain. Once your domain is “blacklisted”, it's very hard to get back...

"EMOTICONS" : everyone's seen these, the little happy faces or animations that you can “download for free” and make your emails a little more special. While I'm a big advocate of “free is good”, many of these email addons come with spyware that is difficult to remove. Some of these “freebies” track messages, capture address and other information and then spam the recipients. By sending these “laced” messages, you risk spreading malware (malicious software). Finally, many of these tools increase the size of the message substantially, taking up space that the recipient may not have.

SIGNING PEOPLE UP WITHOUT THEIR KNOWLEDGE: This happens quite a bit. Someone conversing with you doesn't automatically give you the right to add them to your mailing list. Many people are too polite to say anything, but they never forget...

JOKES, "CHECK THIS OUT" ETC: On the heels of #5 comes this one. It's bad enough to sign someone up for your emails without their permission, but when you start forwarding jokes, prayer requests or other unsolicited (yes, spam), I think you're out of line. Personal and business emails should remain separate. You could end up forwarding a virus, or worse still, offending someone. Haven't you received emails that have been forwarded dozens of times? See all those other addresses in there? Ever wonder how some people get your information? I still see a lot of “if you forward this to 10 people now, you'll get rich quick” messages from people I thought might know better. Sigh.

ATTACHMENTS : Big attachments take up space. Some email routers won't even forward them. Some may contain viruses. Repeatedly sending big attachments will get you added to junk lists and might even get your domain blacklisted.

BCC (Blind Carbon Copy): You send an email to recipient A and blind copy recipient B. That's okay, we all need to do this from time to time. You send an email to yourself and blind copy your entire address book. Not so smart. You may not even be aware that many email systems won't forward emails that have too many BCC'd recipients...and they don't tell you.

So, if you want to trash your online “street cred”, try some of the above. You should start getting results pretty quickly.

HANDS-FREE MARKETING: WHAT'S SO SPECIAL ABOUT YOU?

2009-02-25T09:04:00.002-07:00

I see it on websites, in email signatures, business cards, refrigerator magnets, calendars...and lots of other places: “I appreciate referrals”, or a variation thereof.

To be quite honest, I don't know too many businesses that don't appreciate referrals, I'm one of them. But why should people refer me anyone? What's so special about me that I deserve it?

If you've provided value, service or other benefits to you clients, you would hope that word would get around. Unfortunately it doesn't always work that way. Sometimes people need a gentle prod to remind them.

So where am I going with this?

TELL THEM. If you're so great, let them know. Why should people do business with you? Do you offer great service, dedication, commitment to your client? Do you do something that no one else does (legally I would hope)? If so, tell people what they can expect. Don't just ask for referrals, give them a reason.

For existing clients, a little reminder...”hey, I did this for you and you were really happy”... For potential clients “hey, if you work with me you'll get this and this and even this”....

It's okay to “show off”, “toot your horn”, “shamelessly self-promote”. It's not rude and it's certainly not cliché. Your competitors are doing it, why shouldn't you?

Next time you're updating your email signature or card or other marketing materials, consider adding a couple of bullet points highlighting the benefits of doing business with you. You don't just sell a product or service, you're good at it, and for a reason.

Stand out from the crowd. You're unique. Show them how unique. Just don't lie or embellish too much :).

If all your friends jumped off the roof, would you?

2009-02-23T09:53:00.000-07:00

I'm sure many parents have said to their kids something along the lines of “if all your friends jumped off the roof, would you?” I know I heard that growing more way too many times...I did lots of stupid things.

Posts like this make people me me unpopular. Why? Because I question what seems to be becoming “conventional wisdom”, a lemming-like rush to embrace new media, marketing techniques and anything that gives a glimmer of a chance to strike pay dirt.

Most of the professionals I know are very busy people. Many are small business owners or self-employed. A 40-hour work week is rare. Time is precious and there just isn't enough of it. All want to succeed, most don't have a lot to bet on new methods of doing so.

I'm increasingly asked about “new” buzzwords in the marketplace. Words such as “social media” or “twitter”, “facebook”, or one of the myriad of options out there. People are being told “if you're going to make it, you MUST be using this, that or the other and if you don't you're not making the most of new technology and you're a loser.”

Now, it may not be quite that nasty, but I've read enough blog posts that are barely a step away from that. There appears to be a new class of self-appointed “social media” and “marketing” “experts” who have found the magic beans that will grow the beanstalk to untold riches.

Some of these people are the same ones who have been pontificating about the “death” of print media and the absolute need to move online and in elitist little circles such as Twitter. Even on sites such as ActiveRain, there are self-titled “gurus” who people just appear to follow blindly, hanging on every word...and I just don't get it.

This isn't, by the way, just a rant from someone who is a frustrated social media or marketing “wannabe”. What I am adverse to is a “one size fits all” approach that “experts” are preaching and the negative impact it's having on businesses across the board.

Every tool has its place and its uses, I'm the first to admit. But, though you may have a hammer in the toolbox, you may question the wisdom of using it to, say, clean a window.

Every new or recycled marketing tool (and don't be fooled, when social media is applied to business, that's what it is) has worked for some and not for others. The same went for print ads, flyers and who know what else. To some, the community and client base will dictate the technology. Email flyers are about as much use as an ashtray on a motorbike if your clients live in an area that doesn't have Internet access.

I'm not adverse to trying new tools and techniques. I think playing around with things like Twitter, Facebook, Myspace and others is essential, if for no other reason that to determine if it's going to work for you. I am adverse to the “must be part of this” mentality. Social media, like other forms of marketing takes an investment. It may be time rather than money, but a return on investment needs to be evaluated. Will time be better spent elsewhere?

As a marketing “guy”, and I say that because I don't want to call myself a consultant, expert or guru, I work with my clients to determine what's right for them. I say to someone, almost on a daily basis, “do three things well, not ten badly”. Time is as important as money. Invest it wisely.

Just because everyone else is running in one direction doesn't make it the right direction. I think back to the Poseidon Adventure with Gene Hackman and his little band that went against the flow of opinion and ultimately got out of the ship. What may work for this person, may not work for that one and I wish that more people would realize that and that more marketing “experts” would help their clients decide on the right course of action and not the most popular.

I also have to question a social media application that has it's own version of the Oscars for the best short message...something seems very wrong to me about this. But then I also read a lot of social media blogs in which they poke fun at people who don't use SM the “right way” or laugh at those who “think it's just about blogging.”

But I suppose I'll continue to believe that old-fashioned “meet and greets” are a good idea, that not all paper marketing is dead, that spam emails of property listings is rude and annoying and that social media has a place and isn't the be all and end all of marketing.

I don't think I'll jump off that roof just yet.

HANDS FREE MARKETING - 10 THINGS TO INCLUDE IN YOUR EMAIL SIGNATURE

2009-02-18T13:22:00.002-07:00

There is a marketing school of thought (to which I subscribe) which states that in order to be remembered, a brand must be seen by a potential client a dozen times or so.

So what has this got to do with email signatures?

Quite a lot, actually.

An email signature is one of those things that people you send messages to see repeatedly. These are not always people with whom you are doing business. If you have an attractive or interesting caption, picture, quote or...anything, it can lead to a question, conversation, networking and business. Best of all it's free and, if done properly, it's not intrusive and certainly not considered “spam” advertising.

I'm not a big fan of those downloads you can include in your email messages that allow you to add animated “smileys” and the like. They're annoying and very often contain spyware. In order to send a suitably appropriate “look”, you don't have to be all that creative. Here are some ideas:

Get your handwritten signature scanned in (see the picture). I get a lot of comments on this because it looks like I signed by messages.

Add a link to your website.

Add a link to your blog. If you don't have a blog...why not?

Add your contact information, including your email address. Why? Because if your message is forwarded, your email address may be “stripped out” by the system, so include a backup one in your signature area.

Appropriate quotes by famous people are always nice, especially if they change periodically.

Photos? Perhaps. If the recipient is getting your message in text rather than HTML format, any picture you include is not going to display. Also be cognizant of the fact that photos can take up space.

Link to newsletter sign-up

Company logo / brand statement.

Links to your Twitter / ActiveRain / Facebook / LinkedIn etc profile.

I also have a little “green” message at the footer of my emails (also see picture).

As you can see, there's quite a lot you can include. Most email systems and clients (such as Outlook) allow you to use different signatures for different accounts and situations. For example, I don't include the whole signature in a reply, just the relevant bits of it.

Getting your brand in front of your clients (and prospects) is always a challenge, so free, unobtrusive “face time” is priceless. Finally, if it seems pointless consider that someone may click the link and make it all worthwhile :)

WHAT'S A GOOD WAY TO START A BLOG?

2009-02-01T11:04:00.002-07:00

I get asked this question from time to time so I thought it might be a good way to start this entry.

Firstly...what is a blog?

According to Wikipedia (www.Wikipedia.org): A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog."

On Blogger.com (which is where I maintain my own blogs) (http://www.blogger.com/) we find : "A blog is a personal diary. A daily pulpit. A collaborative space. A political soapbox. A breaking-news outlet. A collection of links. Your own private thoughts. Memos to the world."

But then, check what Daily Blog Tips (http://www.dailyblogtips.com/) has to say: "The main misconception regarding the definition of blogs comes from people that associate blogs with their content. More specifically from people that associate blogs with the content from one particular type of blog: personal blogs. In other words, those people think that blogs are online diaries where people share their opinions, ramblings and personal events. "

This last opinion seems to fly in the face of the the second, and perhaps even the first.

The fact is, there is no formal or precise definition of a blog beyond the face that it's name is derived from "Web Log".

What this means to you is that your blog can be about anything. Are blogs a necessary part of your business? No. Can they be useful? Sure! A blog is a quick way of sharing a thought or opinion and engaging in a dialogue with others. The dialogue can be on your own or someone else's blogs. In fact there are people who only write articles and comments on other blogs and don't even own a blog of their own.

Blogging, along with other social media tools and strategies can help with marketing your product or services, particularly if you can discuss what you do, how you do it and how others can benefit. I'm not suggesting you give away your trade secrets, but if you can give away a little, people will remember and may come back for more.

To some degree (and this is strictly my opinion), blogging for your business is an evolutionary step beyond free calendars and refrigerator magnets with "to do lists" on them. The idea is to get your brand in front of people often enough that your will be the first thing they think of when they need a service you provide.

Unlike giveaways such as pens or calendars (which do, I hasten to add, serve a very useful purpose), a blog allows you to refresh content periodically. People can browse at their leisure and under no duress (perceived or otherwise). Unlike spam or junk mail, it's non-intrusive and, if someone has an opinion, they can comment right there and then.

Blogging is interactive. Even a negative comment means that someone took the time to write it and that's someone who cares enough to follow up with...
Alright, I've wandered completely off-topic as always...well, perhaps not quite. If you want to start blogging, a good place to start is by looking at other blogs in similar subject areas. There are millions to choose from.

You don't have to write daily or even weekly -- it's your blog, so it's up to you, but do set a schedule so that regular visitors know when to expect an update. If you have an idea for more than one article, write them all and save them somewhere for those days you can't think of what to write about.
Things that seem to be popular:

• Short articles
• Quizzes
• "Top 10" lists
• Tips and "how to" articles
• Inside information (the legal kind)
• (Industry) Gossip

People love humor and intimacy. I always advise new writers to write conversationally. You're not writing a memo or a legal brief, but do check spelling and grammar. I'd advise writing your articles in a word processor and then "pasting" it into the blog -- browsers sometimes crash for no reason...and the spellchecker is always handy.

Many bloggers are more than happy for you to "reblog" (repost) their articles. Just be sure to ask first and credit them (and link back to their blogs). It's a very big compliment to have your blog reposted.

Blogging does take a little commitment, a little effort, but with practice and patience can be tremendous fun and very rewarding.

Your very own online referral network

2009-01-13T15:02:00.001-07:00

It's often about "connections". We refer people to each other all the time. We actively seek out referrals and it's wonderful when you pick up the phone, or open an email and someone says "you were recommended to me by..."

In your online world, you may have connections on social media sites such as LinkedIn, Facebook, ActiveRain, Twitter and a host of other sites. Yet there is one often-overlooked but useful and mutually-beneficial tool that has seen a decline in popularity in recent years: link exchanges.

Now, before anyone gets excited, I'm not talking about the Free-For-All (FFA) style "you put your link here and we'll link back to you" situation that was the start of much of the Web 1.0's downward spiral. I'm talking about high-quality, trusted links to people you do business with. If you showcase your "business partners" as people you trust and would recommend, your link to them becomes more valuable. It also helps with search engine placement (however, don't add hundreds because that will get your flagged as a link "spammer "and you'll have wasted your time).

You can put links on your website or your blog, your flyers, brochures or newsletter. Many of the blogging tools have a "link" gadget you can add. If people regularly visit your site, read your newsletter or blog, then there is a reason they do so. Repeat visitors imply interest and/or trust. Where do you go for recommendations?

A link is such a small thing but it can be worth a fortune to someone who you do business with.

Welcome to the Social Media Community : Start Here

2009-01-06T17:59:00.004-07:00

Pick an Internet subject: how many "how to" guides are there, either online or in bookstores ?

Web newbie? There is a myriad of introductory texts written for the semi-literate to the PHD. Need something more specific? You can find that too. Whether in print or electronic ("ebook") form, there are books galore, all vying for attention, many promising to be, in some way or another, the only book you'll ever need.

If you need a guide on something somewhat established, say HTML programming, you have much to choose from. Unlike many of their contemporary subjects, however, social media guides attempt to capture a subject that is still evolving...at a rate far beyond that at which writers and publishers must be able to keep up with.

That’s not to say there aren’t some great books or blogs out there that are worth reading because they teach an approach to social media, not necessarily the "only way" to do it (a great beginner's guide is Chris Brogan's "If I started Today")

Now, many people who use social media on a regular basis are likely to be early adopters of new social technology. Each time something new comes out, these people take another step away from those people only just trying to figure out how to step on the ladder.

Do a Google search for "how do I use social media" or "new to social media"...if you know a little, you can probably sort out where you might want to look, but it's intimidating if you're not familiar with the web (One of good introductions, I came a across was Mike Fruchter's "40 Key Elements to Getting Started In Social Media")

Doesn't a "guide of guides" makes sense?

I would love to see a wiki-style guide or suite of guides (a wiki is an almost ever-changing document or site that is edited by the community at large). A wiki format does allow quick updating and rapid dissemination. It could be broken down into the myriad of subjects that all make up the world of social media and, more importantly, could be as up-to-date as the technology.

There are many bloggers doing some of this sort of thing on their own sites(Jonathan Fields' "7 Unwritten Rules For Social Media Newbies"). There are some really great "how to" guides out there for varying levels of expertise(Saravanan Sahadevan's "What's Social Media?"). There is so much to learn out there that it can’t possibly be absorbed by any one person in any reasonable time. For those established bloggers with a reputation, a readership is already in place. But where do newbies go?

Of course, one has to acknowledge that people are trying to make money and earn a living. Popularity, whether in print or online, is crucial. My "semi-socialist" approach is a little to communal, yet would reflect the ever-changing, ever-growing world that web 2.0 will become.

There are so many brilliant people out there. Just spend a couple of hours on any one of the social networks and watch the energy at work – you can almost see evolution in progress! Imagine combining all these brains into a "distributed network", and harnessing the resources to develop and maintain the ultimate guide…"Welcome to the Social Media Community : Start Here"....

Maybe one day?

Marketing Basics : Marketing YOU

2009-01-05T21:22:00.006-07:00

If I've learned nothing else over the past decade or more it's that, as a marketing and web professional, my service is as important as my product.

Duh? It took you 10 years to figure that out, Segrove?

To some degree, yes.

Of course my product is important. If a potential client doesn't like my design "style" then there's probably not a lot of common ground and an unlikely sale; and that's okay. Web and graphic design, and marketing are as much art as science and not everyone is going to like the way I do things (Note to self - remember that next time - it's not always personal)

But when I refer to "my service". I mean me. I have to be prepared, not just to discuss the client's needs and exchange ideas, but to sell myself. Many of my potential clients often have, at minimum, a vague notion of what they're looking for. Sometimes I get a blank slate, but not often. As a designer, I have to get inside the client's head; I call it a "Vulcan mind-meld" and merge their tastes with my skills.

This may sound obvious, but in order to this, the customer has to trust me and be prepared to share, exchange, argue, accept, reject and accommodate - any term you can use to describe the creative process - and all of this with someone they may not have met before. My sitting there and showing them my portfolio gets me to step 1. I need to get to step 5 and then 10.

A very big part of marketing my company and services means really marketing. It's going into the meeting with the right frame of mind. Every client, as far as I'm concerned, is high-end and deserves the very best of me. Like any good professional, being ready means preparing. Here's part of my checklist:

Know what my client does and learn something about it. If I haven't done my homework, how can I offer solutions? See what their peer companies are doing, what their websites look like and how mine can be different.

Positive mental attitude. Okay, it didn't help that I got stuck in traffic and then a moron cut me off, it's 100 degrees outside and 95% humidity and I just had to walk half a mile because I couldn't find parking, but that's my problem.

I will do my best. If I don't get the deal, it wasn't meant to be. As important as this deal is, I must not come across as desperate. Don't oversell.

Be open. Be honest. I don't walk on water (as much as I'd like to think I do) and I must not try and sell myself that way. If I don't know an answer, I will tell them I will find out. Sincerity sells.

I will speak their language. As a person who is considered "technical" or providing a semi-technical service, it can be very intimidating for a client to sit down with me, especially if they are not technical. I must make it clear that there is no such thing as a stupid question. I must avoid "geek-speak" (industry terms that the client may not know).

Be positive but don't "bash" the competition. Encourage the client to check the competition. While this may sound like an enigma it's not because I want my clients to know that when they select me they will do so because they know I'm the best.

I will do what I say. If I can't do it I will tell them.

Follow up: a "thank you" email is nice, a "thank you" card is better.

I will learn from the experience. What did I do well? What could I have done better? Did I "hit it off" or was there a personality "bump"?

Are there any other networking opportunities for myself or someone in my network?

Sometimes, the really obvious things are the ones that work best. You are the magic ingredient.

It's a new year, but some things haven't changed

2009-01-01T18:26:00.002-07:00

I saw a disturbing tweet flash by today. Apparently one of the third party twitter application providers is reselling data (here's the link to the story). The article highlights a very valid concern with all technology: who has the information you provided and what are they doing with it?

Registering for many pieces of software includes providing a user name, password and your email address. The thing is – what are you using? The risk of signing up for spam is obvious, but that can probably be dealt with. Even if the person or company takes the information you provided and resells it, spam filters will help you avoid the junk you may see as a result.

What about the user name and password you set up? Do the "terms" you agreed to (usually that little check box, or on the "signup" button) allow the company or individual to resell that data? Even if there's no mention of it. Did you use an account name and password that was easy to remember? Was it the same one you use for most online accounts?

You can probably see where this is going.

I'm sometimes guilty of "standardizing", meaning, using a common set of account names (and perhaps passwords) on different sites and in systems. If I really don't know the source, I have certain passwords I will use. But I have re-used the same one. More than once.

There are recognized ID providers that are reputable and secure (think of MS Passport or OpenID to name but two). However, a lot of websites don't subscribe to systems like this. They still require visitors to set up an account and password.

The first thing I thought of about when I got the initial "your data is being sold" message was "uh oh: Have I been too complacent?". So, just to be sure, I'm currently updating my accounts on different sites and using different passwords. This inevitably leads me to point out the obvious, but I figured I'd share:

When you register for an account on a website, use a unique name if possible.

Even you can't use a unique name, definitely use a unique password for that site.

Don't the same passwords across sites.

Keep a log of what sites you have accounts on.

Change your passwords periodically.

Never use a password that can be guessed. Mix letters, numbers and special characters. Use letters as numbers (for example "Pa55w0rd" uses 5 instead of S and zero instead of O).

Use a secondary email address for sites that don't matter as much or that you don't need to use your main email for.

Never send your account information by email or give it over the phone.

Be careful. Be prudent.

Social media data ownership is being heavily debated both online and offline (here's a good article by Dean Donaldson). Even supposedly "secure" data might not be as private as one would hope.

Not the nicest of articles to start the New Year, but some things never change, do they?

A BAKER'S DOZENNew Year's Marketing Resolutions

2008-12-30T08:25:00.003-07:00

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

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

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

Social Networking in 2009

2008-12-29T07:24:00.002-07:00

The growth of social media has been explosive in 2008, there's just no other way to describe it. Whether you use Twitter, ActiveRain, Blogger, Wordpress, Facebook, LinkedIn or another or all of the social networking tools, you'll have seen unprecedented growth in all of these and, with any such growth, come two very real risks: overkill and marginalization.

Email was hailed, and still is, a communication revolution. Like the telephone before it, email allows quick, almost instantaneousness transfer of information. Unlike the telephone, it can be more readily-accessible, in most cases free, allows the attachment of files and distribution to a wide audience in a relatively short time and can cause more headaches

Spam is to the emailer what solicitors are to phone users. Sometimes the two can be just as dangerous. Scams from get-rich-quick schemes to worms and viruses have been a constant threat and continue to fuel the security arms race that underpins the Internet. Unlike telephone solicitation, it's not quite as easy to join a “do-not-email" list, although there are such things. Many emails come from parts of the world where local laws don't apply. Email can come from many more channels that phone calls and the majority of email users have at least two accounts

Over 90% of email traffic is spam, according to many studies. I use that number conservatively because I believe it's much higher. That means that 90% of the messages “out there" are junk, unwanted, unsolicited, wasting bandwidth and disk space. Some people predict(ed) the possible end of email unless we can get a handle on spam

Social media networking has the potential to follow the same route. Like email, and the telephone before it, when used properly, blogs, instant messaging and business relationship networking tools can be invaluable in building and maintaining connections. Social media has given everyone the opportunity to reach a potential global audience without the enormous cost of production or printing.

But therein lies some of the problem. At the risk of offending people: there's a lot of junk out there. I remember a quote from a move (The Krays) “you've got nothing to say and you're saying it too loudly". When it comes to social media, there are many people who haven't got a lot to say, so they flood the “e"waves with rubbish, often in the hopes that someone will pick it up and run with it.

Unlike email, we have an easier option when it comes to blogs: we can bypass and not read what we think isn't worth it. On networks such a Twitter, things can be a little more difficult if one is “following" someone, because one is potentially inundated with tweets and retweets. But, environments such as Twitter give us the option of removing someone from a “follow" list and thus relieving our electronic ears of their babble

Sorting the wheat from the chaff can be difficult. When there is so much out there, how on earth do you find what's worth reading? And, if you plan to be part of this growing phenomenon, how do you do so without being part of the problem?

The answer is: tread carefully. Many people filter their incoming phone calls and emails, ignoring, blocking and marking unwanted messages (or calls) as junk and blocking future messages. The same diligence is needed on social networks when it comes to picking out the worthwhile from the rest.

More importantly, what you say is just as relevant. There are whole books written on subjects such as blog marketing, guerrilla marketing, social media marketing etc that strongly urge you to get involved. If you want people to visit your site, your blog, you have to interact so they'll know you exist. Trouble is, how do you do that? Leaving simple “nice post" messages isn't going to get you readers or followers. Engaging in dialogue will

The leading bloggers have an ongoing discourse with their readers. The most successful engage in two-way conversations that address the good and the bad. It's a dialogue and dialogue can be interesting and that interest can lead to new followers with similar, or differing, viewpoints.

Social networking takes effort. The results take time. How many emails do you see from mass-emailing sites that you either delete or ignore? Dozens? Hundreds? As social media evolves, people are going to get better at quickly determining what is worth following and what is not

I actively encourage my clients to blog. It can be one of the best and free marketing tools out there. For those that think that no one would be interested in what they do, I encourage them to write about something they find interesting that's got nothing to do with what they do. Everyone has an opinion about something. A conversation that is genuinely of interest to both parties almost be default, builds a relationship

Write about what you care about. Start a blog. It's easy and free. On places such as ActiveRain, you can select specific groups to post to. Just don't post for the sake for it. Especially when replying and trying to engage others in a dialogue, be courteous. You don't have to be a linguist, and it's okay to say “nice post", but tell the poster why

Imagine being at a social event, a party for example. You overhear someone talking about something that you're interested in, but you have a different take on it. Do you say something? That depends on you. But it's unlikely you'd just stand there and say “I agree" or “that's rubbish" without having something to add as to why you feel the way you do. You'd probably also not stand there and shout out (to no one in particular) “hey, my website is cool, here's the address..."

You may be shy and not say anything. That's okay too, but remember you get back what you put in

That may not be the best analogy, but I think it makes my point

If you have an opinion, by all means share it. Engage.

In 2009, be part of the social networking (r)evolution. That's what social media is all about

New Years Resolutions DOs and DON'Ts

2008-12-26T11:30:00.000-07:00

Christmas is over and New Year is next. Some of us, after going a little heavy on the festivities, may have decided that 2009 is the year we shape up, clean up and change for the better. This is the time of year when we say "after next week..." or "after the first...".

There is an old saying along the lines that the road to the nether regions is paved with good intentions and, when it comes to New Year's resolutions, I'd say that saying has some merit. Many polls suggest that most resolutions are broken within days, if not weeks. As for most of the rest: the resolve usually collapses within months.

And before I'm accused of living in a glass house armed with some hefty rocks, I'm as guilty as anyone else. I quit smoking many times for New Year, yet it was sometime mid-year, several years ago when I'd finally had enough. Perhaps I wasn't ready right after the New Year. Perhaps I was putting too much pressure on myself. Who knows?

So, in preparation for the upcoming turn-of-the-year, I've come up with a list of tips for myself. These are based on things I've learned about myself and things I've learned from others.

DO Keep it simple : I'm a firm believer of not trying to do ten things at once. Do one or two things well, not ten things badly. If you're determined to change something for the New Year, make just one or two things.

DON'T "load up" : I used to smoke like a chimney between Christmas and New Year. That supposed "last" cigarette on New Year's Eve was like saying goodbye to a loved one. The sensible thing (in my case) would have been to start easing off before New Year, so that the 31st could be a celebration of change rather than the final goodbye.

DO be supportive and DO seek support: If you are serious about whatever you want to change, get others to support you, to encourage and, if necessary, to hold you accountable. Do likewise if someone you know is looking for help. Tell people before you start so that they can be ready to help you.

DON'T sweat it: There is a good chance that you're going to slip-up. This is especially true if you're planning some sort of lifestyle change. It's okay. Give yourself a break. Commit to "trying to change" or "making every effort to change".

DO forgive yourself: If you do slip-up, don't beat yourself up or throw your hands up and say "oh well". Admit to yourself you slipped up but it was just a slip and not a fall. Then dust yourself off and resume your plan.

DON'T do anything dangerous or risky. For example, if you're planning on starting an exercise program, get checked out first by your doctor. Take some skydiving lessons before jumping from a plane...

DO reward yourself: Achievement should be rewarded. Small, incremental rewards, a treat of some kind at certain milestones is a great way to encourage yourself and others.

DON'T give up hope - Rome wasn't built in a day. Take it a day at a time. Set small goals. Be realistic in what you know you can achieve versus what you'd like to achieve.

DO take small steps. You had to crawl before you could walk. You had to totter before you run.

DON'T be too hard on yourself.

DO remember you're only human.

DON'T forget to have fun. If you take pleasure in your achievements, you'll find it easier as time goes by.

DO keep a diary – or better yet, a blog – share your experience. It could serve as an inspiration to others.

For the record, I plan on exercising more frequently in the New Year and eating more healthily. I just need to finish my chocolates before the 31st...(wink)

'twas the night before Christmas...

2008-12-24T12:18:00.000-07:00

'twas the night before Christmas and throughout the net
folks desperately trying to win that great bet:
To write the blog entry that everyone reads
and forwards and reblogs on RSS feeds!

Rewards for the writer? Well...blogosphere FAME!
Forword travels quickly on Twitter and AIM,
on LinkedIn and Wordpress and ActiveRain too
on Blogspot and Facebook and yes, on Yahoo!

The right words together and need never look back;
but what are the right words...and what is the knack?
A seasonal message? To bring Christmas cheer?
A message to pass on to those one holds dear?

Yes! That's the blog entry for one to succeed
to gain fame and fortune with all haste and speed!
But...something that clever takes effort and time...
...and will it sound stupid in prose or in rhyme?

But this is the season to give unto others,
and treat everyone as our sisters and brothers.
Perhaps seeking fortune at this time isn't right...
So, a safe Christmas all and to all a good night.

It's a Wonderful Life...right? RIGHT?

2008-12-24T10:08:00.000-07:00

As part of our family tradition, every year we have “Christmas movie night”. It started when my daughter was very young and, at the time, we would watch A Charlie Brown Christmas and Dr Seuss' How the Grinch Stole Christmas. Easy enough to do in about an hour. Over the years, the list has grown to include the non-animated version of The Grinch, The Polar Express, It's a Wonderful Life, National Lampoon's Christmas Vacation and Family Man. “Christmas movie night” turned into more of a “Christmas movie film festival”.

Now, not all of these are what some would consider true “Christmas” movies, but as time has changed, so have we. Each of these films means something to us, albeit a reminder of a Christmas a few years ago. I haven't added The Wizard of Oz yet...but that was a reminder of a traumatic experience involving flying monkeys and being scared not knowing exactly when the Witch was going to explode into the middle of Munchkinland...

But I digress.

Since we started this tradition, our daughter has grown up and lives with her boyfriend. Through her middle-school, and then high school years, she'd stick around to watch the original favorites, but usually was playing WOW (World of Warcraft) and...let's be honest, there is only so much of Mom and Dad you can take in a sitting.

We still do “Christmas movie night”, but it's just the original two films. My wife and I watch the others by ourselves. We both have our favorites, but an unspoken rule dictates that we watch the other person's favorites without complaints.

Okay, so apart from boring everyone to tears with my trip down memory lane, what's the point?
Well, this year has been a trying one; for everyone, not just us. We've dealt with cancer in our family, though we have a lot to be thankful for, Dad's in full remission now and finally eating without his feeding tube. Financially, it's been a very turbulent year. Medical care aside, the economy has hurt everyone we know in some way. Christmas felt as though it crept up and surprised us this year. We saw some of our neighbors decorating after Thanksgiving and said “we must do that” and never got around to it.

This is also the first year we haven't bought a tree.

It's not an “anti-Christmas” feeling. We love the season and the reason for the season (not just the commercial ones). But, in addition to money concerns, we just haven't felt “Christmassy”.

This brings me to the point in a very circuitous route and my relationship to Charlie Brown and the Grinch. Like them, Christmas seemed to have lost some of its meaning, especially this year. The advertising on TV is almost desperate. The tree lots in this area are still very full. Many people around us haven't put up lights. We're not buying presents this year (like many other people).

So, that strips out all the “commercial” aspects; what's left other than a day off on the 25th?

Christmas is what you make it. Like Charlie Brown, Feeling Christmas is stripping back all the commercial facade and seeing it for what it is: a celebration of a new beginning, being grateful for what we do have and, like the Grinch, acknowledging that Christmas comes “without bows, without strings”. It really is a season of goodwill. You don't have to be religious to take meaning from the season. Whatever your faith (or non), there is good to be found and fresh beginnings to plan.

In my case, my father-in-law's recover cancer was a miracle. Diagnosed exactly a year ago, he was given a 50/50 chance at best, the cancer has progressed so far. Even his surgeon and oncologist acknowledged that this was a “remarkable” recovery. I think they couldn't say “miraculous” :)

My daughter, now grown up, turned out okay. She's with a guy who loves her dearly. She's sensible. She works and attends college. She pays the bills. She doesn't do drugs, she doesn't party. My wife and I are in excellent health. We both just had our annual medicals and it's a clean bill of health (woohoo – extra butter in those mashed potatoes please). We still have a roof over our head. We can put food on the table.

So what if there aren't any gifts this year? We have pretty much all we want. The rest is just “stuff”.
To make a final comparison to George Bailey (It's a Wonderful Life), if you look back and consider how things could have gone, even if you didn't have a banner year, you should (hopefully) realize that things could have been much much worse. If you feel as though you have nothing else to celebrate this year, celebrate that.

Forgive me if I sound as though I'm giving a sermon, I really don't mean to. This year, like all others, the Christmas season is very special. There's time for worry...there will always be time for worry. We're as individual as snowflakes. Each one has a reason for being and, like snowflakes, we can be beautiful and enhance our surroundings, or we can make things difficult for ourselves and everyone else. The season is about giving and those gifts do not have to be physical.

I hope you have a wonderful Christmas, Hanukkah, Kwanzaa or whatever your particular celebration may be. If you consider, just for a moment, what it took to get to this precise moment, your reading this blog, from the Creation (which version is up to you) to now, you have to acknowledge, at least partially, that “It's a Wonderful Life”.

Click-done ... uh-oh ... can that email be taken the wrong way ...?

2008-12-20T09:42:00.000-07:00

This post comes on heels of a comment left by someone in a previous post. My last couple of ramblings have concerned the use of electronic communication and questioned the social impact. This particular post relates to the legal.

If you've heard, seen or read news about several major legal cases over the past year or more, you'll have heard that email records are increasingly being used in court. Enron was probably the first big case that came to everyone's attention, but the use of email and other electronic records (ie instant messages), has been growing.

Many companies now include an "acceptable use" policy for their employees to sign. Somewhere in it, it mentions that the company, not the individual, owns the computers, software and data, including messages.

Most people know that email isn't anonymous. Even if a message is sent from a site (and email address) that the recipient has never heard about, electronic forensic evidence is always present. Just because you delete something from your email (or your computer for that matter), doesn't mean it's gone.

Email and instant messages often traverse many different servers and routers around the web. Huge computers, switches and routers literally "hand off" a message from one to the other. Some keep parts or all of the message in their log files.

Now, this doesn't mean that we live in a "Big Brother" world just yet, but common sense should prevail, especially when electronic communication is used for business matters. While there doesn't yet seem to be a comprehensive, all-encompassing set of laws (at least from what I've seen), email, instant messages and other e-communiques are increasingly being accepted as legally binding.

There is an excellent article about this by an attorney Henry J. Fasthoff IV on lawyerintl.com (here's the link) called "Electronic Evidence as the Smoking Gun". While not intended to scare anyone (ditto this post), prudence should be always used and Mr Fasthoff's post is a good cautionary tale.

Especially when dealing with business associates, clients and vendors, and even more so if your particular role is to provide advice. It's awful to think that what you thought of as an opinion could be interpreted as "legal" advice (it's always about interpretation, isn't it). If anyone has stories (good or otherwise) I'd love to hear from you.

Before you hit "send", just remember that you don't want it to come back to bite you...

I should probably put a disclaimer on this blog entry too...

Does convenience trump thoughtfulness?

2008-12-18T10:48:00.000-07:00

Maybe it's just the time of year or perhaps it's the spell for rather chilly weather we're having here in the “Valley of the Sun”, but (as you can tell from previous posts), I've been thinking much about electronic communication of late.

When email and instant messaging first debuted on what was then a fledgling Internet, there was some debate as to the social acceptance of these communication methods. Firing off an email is quicker and easier than writing or typing a letter. It's also cheaper and timelier. More often than not, you can even tell whether it's been received and read.

Yes the pervasion of these rapid forms of communication have, to some degree, added an air of casualness (is that even a word??) to discourse. What was once considered socially unacceptable has become the norm. By that I mean abbreviations, spelling, typos and grammar. This is a double-edges sword. E-communication has allowed the expansion of business and social networking like nothing before. Some would say that the removal of old fashioned “rules” is a necessary part of an evolution in how we communicate. Others would mourn the lowering of acceptable standards. I'm sure rain forests would agree on the side of evolution.

Apart from the ease with which we now converse and the debate over acceptability of presentation, many electronic systems have made life easier. Beyond email and instant messaging, we now have blogs and social media sites such as ActiveRain, LinkedIn and Twitter. It's possible to conceive a thought, put it into words and publish it to the world almost instantly. Go back just a decade and consider how far we've come.

Yet has this ease of communication come to the detriment of thoughtfulness?

There are some who would consider the purchase of a gift card to be an easier and less thoughtful present than purchasing an actual gift. Others would see it as giving the recipient the option to choose what they would like. By the same token, could buying something online , having it wrapped “automatically” and sent directly to the recipient, be considered as less thoughtful than going to a store, buying, wrapping and shipping a gift?

Taken a step further, is sending a greeting card using an online service, less meaningful than hand-writing each card, affixing a stamp and mailing it?

For the record, I do all of the above. I am a regular shopper at Amazon.com. Most of my family lives overseas and it's both easier and cheaper to shop on a localized website (i.e. Amazon in the UK) and have the gift wrapped and shipped instead of having to do it from here.

I use Send-Out-Cards for greeting cards. I can keep my address book online, select a card, “write” my message and send it without leaving my computer. The recipient gets a card with a nicely hand-written-esque font.

Does this mean I care less than I should? Am I taking the easy way out?

From my side of the fence I think not. I could understand all the arguments opposing my view. It's a matter of perspective. Electronic communication, in all it's forms, whether email or electronic-to-physical card, has made life more convenient. It has, for me, made me more reliable. I want to send greeting cards and gifts. I still take the time to pick them out. I choose my words carefully (most of the time – see my email post). I know that I care.

It's the thought that counts after all, isn't it?

A BALANCED DIET IS ESSENTIAL TO GOOD HEALTH

2008-12-12T19:13:00.000-07:00

It's common knowledge that a balanced diet is essential for a healthy lifestyle. The same can be said for an "online" diet. Whether emailing, blogging, twittering, instant-messaging, ActiveRaining (or what ever social media / networking tool you care to pick), too much of any one thing is unhealthy. For that matter too much of any one group of things (i.e. using the Internet) can be bad for you too.

I've been using the Internet before it was called that. I was one of the first users of services like Compuserv and AOL when the fastest speed you could get was 14k and that was on a good day.
So, I surprised myself when I found that I was checking my twitter message queue as often as I was. It wasn't even conscious. It was a little like the first instant messengers - they were (and some are) highly addictive, to the detriment of none-Internet tasks or roles. I sometimes wonder what on earth we all did before...it wasn't that long ago was it?

Anyway, I digress. I think it came as a surprise to me just how much time I could spend online and it got me to considering the return on investment of that time. When you compare it to a food or food group, the analogy is rather obvious. Even "bad" foods are okay in moderation (I use that to justify my chocolate habit) and can do some good. Online living is the same. I'm seeing increasing numbers of people who are not dividing their time between social media, blogging, surfing etc but are adding these things to an already hectic day and pushing other things aside.

That's not to say there isn't a need and very good use for networking online. From a business or personal standpoint it can be very useful and I would challenge anyone to prove otherwise, but again, too much can push out other things.

In a previous blog entry I had talked about some money-saving marketing ideas. Someone left a comment on the post asking why I hadn't mentioned "getting out there and meeting people". Duh - wasn't that obvious? Yet it hadn't occurred to me while I was blogging.

As a web designer and Internet marketing "specialist" or whatever, I have a certain need to keep up with emerging technologies so I can provide services and hopefully well-researched opinions and recommendations. I blog on several sites and I use twitter and other services to keep in touch, network and socialize to some degree. Yet I'm starting to realize that while these wonderful new technologies bring people together, allow the sharing of ideas and free communication, we shouldn't let them change us so much that we give up more important things, especially those that involve human interaction.

Since I am now saving this blog entry I hope I hope I'm only a pseudo-hypocrite, but I will disconnect from the Internet as soon as it's posted...right after I check my twitter accounts...and there's that email...

Cutting Back Creatively (Real Estate)

2008-12-03T07:37:00.001-07:00

It's hard, especially in this industry, to spend money on marketing your listings. The return on investment is by no means guaranteed, in fact quite the opposite. As the market continues to tighten, I've seen less and less of the marketing techniques that were so common just a year ago. There are fewer open houses, fewer flyers, fewer “just listed” cards...fewer agents too, as I'm sure everyone knows.

That said, as in previous economic declines, there have been creative developments too and I thought I'd mention a few here...

Pooling resources – increasing your professional and social networking connections (including on sites like this one) can help with leads and referrals. Terms like “divide and conquer” and “two heads are better than one” really do apply in this market. Work more closely with other professional groups, contractors, mortgage brokers, home stagers, etc to offer “complete packages”. Advertise their services on your flyers – get them preapproved if they're buying – hook up with a mortgage company. If they're selling and need some staging, network with a staging specialist. Again, by pooling resources and expanding networks, you increase exposure for everyone. Will it lead to a sale? Nothing is guaranteed, but I really believe that you get back what you put in – with interest.
Flyers – an obvious place to cut back. I've seen this part of my own business take a hit, and understandably so. Flyers can be expensive. What I've suggested to a number of agents is to try and use flyers more creatively...for example:

Multiple listing flyers. Not quite a “tour on paper” but if you have several listings in an area or price range, put them all on your flyers. If you don't want to detract from the property the flyer is supposed to be about, put the other listings on the back. Include a local map.
Offer ad space. Whether you charge is your call, but why not split the cost of the flyers by offering a spot or two for some of your more trusted or high-volume professional links to advertise? When you get your flyers from the title company, that's exactly what they're doing...
Shop around. There are some good deals to be had on flyers.
Free is best, of course, and a lot of title companies are offering free flyers to agents, so take advantage of it.

Newsletters and mailers – yes, the paper kind. Email newsletters are okay, but paper (in my humble opinion) is still the way to go. It doesn't have to be elaborate. Just some points of interest, some market information and an incentive (giveaway perhaps) to keep you in mind...
Email ads – I get so many of these that my spam filter is pretty well occupied all the time. I know there are people out there who will beg to differ with me, but spamming listings to other agents and consumers isn't my idea of good marketing. When was the last time you read one that you didn't delete immediately (there's bound to be someone who replies on this one)? I would save those precious emails for newsletters and important information...

Blogging – one of my favorite subjects to discuss. Still one of the best, most underused and FREE marketing tools out there. I'm not necessarily advocating putting all your listings or ads into your blog...but – hmmm...maybe that would...naah...

In all seriousness, however, getting involved with blogging, including here on Blogger.com and outside, is an important networking tool. Put your blog address in your email signature and on your card – and flyers – and anywhere else you can think of!

Use free marketing tools where possible. Free online classifieds are sometimes worth a shot although some of the more popular ones have been the subject of debate as the source of fraud. So tread with caution.
Follow up. Birthdays, holidays and anniversaries. Sign up with a company like Send Out Cards (www.cardeveryone.com). It's a small investment that can yield great returns. People love getting cards and they will remember you. Relationships, especially in this market, matter a great deal and it's nice to know that someone cares.

Expand your horizons. I'm a firm believer that marketing overseas is a large, untapped oil well. We've seen an increase in Canadian and European investors coming into the US in search of properties. Establishing relationships with both agents and clients overseas could yield dividends. I'm working on a site for international agent “matching” to try and help this process along. More to follow in the New Year.

There is no silver bullet when it comes to marketing, whether real estate or anything else. Times are tough and money is tight. Most people are scared, many are hurting. Buyers aren't sure they're getting the best deal – what if the market goes down even more? Sellers are worried they're upside-down or at the break-even point. None of what I've suggested is a tonic or cure for any of this, but they might help just a little and that's about all we can ask for right now.

Thanks so much for reading!

So, it's Thanksgiving tomorrow.

2008-11-26T08:45:00.000-07:00

The economy has tanked, foreclosures and unemployment are reaching new heights. We've just had a very hard-fought, very partisan election. No one has extra to spend or give this holiday season. There's an unease in the air. The retailers are doing all they can to salvage what they know is going to be an awful shopping season (many are opening on Thanksgiving and early too).

And today it's raining (here in normally sunny Arizona).

Everywhere you look there's a cloud. Sometimes it's really hard to find the silver lining but it's still worth looking.

At the end of 2007 my father-in-law was diagnosed with throat cancer. It was very advanced, inoperable, and he was given a 50/50 chance of making it. He's in his late seventies and the doctors said there was a good chance that if the cancer didn't kill him, the treatment might.

Thus began an experience that my wife and I are amazed we survived, let alone, my wife's Dad. In January he moved in with us, had surgery to implant a feeding tube (he was unable to swallow and had lost a dangerous amount of weight). Next came aggressive chemotherapy and radiation.

Adverse drug reactions, coupled with age, infection and whatever else meant we got to know the hospital staff in several emergency rooms rather well. If it wasn't one thing, it was something else.

Then, a couple of months ago, after treatment was done, Dad has exploratory surgery. The baseball-sized tumor was gone. His surgeon came out of the OR a little shaken. “There's not even enough left to biopsy,” he said. He was as stunned as we were.

The road to recovery is still long. The treatment has affected Dad on a permanent basis and he'll never be quite the same again.

But he is alive and recovering. The experience changed us all. Priorities shifted, schedules were rearranged but life went on.

Now we're in “maintenance mode” and the other worries about the economy and everything else are front and center again. The well is dry. There isn't anyone we know, ourselves included, who isn't feeling the pinch in some way, shape or form. For many people, there isn't a light at the end of the tunnel, there is more uncertainty.

But there is always a silver lining, no matter how small or irrelevant-seeming. In our case, it's quite large. It's not every day you can give thanks for a 100% recovery from cancer. Yes, there is a lot to worry about, but good things have happened to us as well.

So, at the risk of sounding “preachy”, I'm trying to say “chin up”. Be thankful for the people around you. They may not always be able to help or do what is necessary to fix a situation, but they care.

Sometimes, the things that we should be giving thanks for need a little hunting for. After what has been an extraordinary and emotional year, I'm positive that every cloud has a silver lining and good can be found in every situation.

Anyway, Happy Thanksgiving and here's to a brighter future.

Nothing to do with Marketing

2008-10-18T07:56:00.000-07:00

As I walked my dogs the other day, I passed a creosote bush. Instinctively, I reached out and rubbed some leaves between my fingers to release that smell that is so pure "Arizona". It's the same smell of the desert after a monsoon rain and it smells like nowhere else I've been on this planet.

When my Mum visits from the UK every couple of years, she takes a little plastic bag of newly-trimmed creosote bush home with her. Even after it has dried out, she can run it under some water and the smell is back.

For her, the smell brings back memories of warm days, shorts and exploring a place that is barren yet teeming with life and natural wonders at the same time.

Funny how a smell can do all that.

For me, it's the smell of home.

Creative Blogging

2008-07-21T20:24:00.001-07:00

A lot of people have trouble blogging. Perhaps it's because they think they have nothing to say. Perhaps it's because they don't know how to say it. Perhaps..perhaps...

I read a lot of blogs about a lot of subjects. Sometimes I interact and other times I pass. I read blogs on everything from marketing to the latest technology, cooking to current events. When you take a step back and think about the freedom that the Internet has brought us and that we can interact with so many people in so many places it really is mind-boggling.

But back to the subject at hand. There are some genuinely insightful and very interesting blogs...and there are others.

It may not be that the subject isn't interesting, it just feels that the person feels obliged to write something. Whether it's to follow current Internet marketing trends and improve search engine rankings or for other reasons, it's tempting to tell some (and I emphasize some) people to write about something they're passionate about.

You can blog about anything and there is a good chance that there is at least one other person out there who has a similar interest. Sure, most of us can write something about what we do for a living, but if it feels like an assignment, why do it?

Especially if it feels boring!

When it comes to marketing ourselves, we can do it in so many ways. Blogging is one of them, but it doesn't have to stop at what we think other people expect from us. Write because you have something to say about something. Okay, so you collect lint and keep it in an album. Well, that makes you (weird but) interesting, so write about it. Start a blog.

Writing is a good way to get things out of your system. There is a process known as "stream of consciousness writing" whereby you just write whatever comes into your mind, with no particular regard for punctuation or even an idea. If something else pops into your head you write it down - and I mean what ever comes into your head. It takes some practice, but gets easier with time and you'd be amazed at what ideas you have.

Now, not everything may be worth sharing with the millions of other web surfers out there, but I'd bet there's at least one idea; and one idea will lead to another.

I'm sure this all sounds preachy, but I'm trying to get to my point which is that if you feel passionate about something, your passion reflects in your words. It changes your attitude and it makes you more interesting, and then people want to learn more about you and ultimately...?

Everyone has something to say and for every writer there's a reader.

PS - If it took too long to say all this I apologize.

Low-cost exposure for your site

2008-02-15T07:25:00.001-07:00

I've been asked a lot questions along the lines of "how do I get my page up there in Google and MSN and stuff..."

It appears that SEO (Search Engine Optimization) is a booming business and there are lots of companies promising many miracles for a "small" fee.

Forgive my skepticsm, but if you promise 11 people that they'll appear on the first page of Google (which lists 10 sites at a time), won't someone be let down?

Google themselves, in their webmaster guide section explicitly tell you that there is no way to guarantee any placement position in their engine. I've no doubt that similar rules govern all the others too.

I believe that you can certainly help your position within the major search engines by optimizing your site using a few simple (and mostly free) techniques and playing by the rules. But be careful when considering enlisting the services of any company that guarantees high placement, epecially those that guarantee it quickly. That quick climb to the top migh be followed by a quicker descent once the cash flow stops...

That's not to say all SEO companies are dishonest, that's far from the truth. But as with many other things, there is no magic pill or quick and easy (or cheap) solution to get your site ahead of the rest.

Anyway, that was a bit of a tangent...I'd meant to cover some low-cost marketing ideas for your site. In a later article I'll cover some simple SEO techniques you can employ to get yoru site "search engine friendly" which will do no harm in getting you ranked. But be prepared - unless you've got a big budget for pay-per-click or other paid-for promotion, it's going to take time.

Tell people about your site. Put your site address in the signature of your emails. Sounds obvious, doesn't it? You'd be surprised how many people don't think about this.
Be sure your site's on your business card and stationary.
Use a domain name that can be remembered easily. Having a name like "thebestwebsiteforstuff.com" might sound cool but it's a bit of a mouthful. Also "stuff4u" may also sound neat, but people tend to type in web addresses the way they sound, meaning you could tell someone your domain name only to have them visit "stuffforyou" or something similar. BTW - if these are real sites I apologize.
Set up a blog that discusses anything you like - doesn't have to be anything about your products or services (but that may help). It's another forum, like this one, for you to share ideas, vent or whatever, but also a place to advertise your site.
If you can get a generic domain name (like mine - http://www.click-done.com/), put it on the back of your car. People will see it when sitting behind you in traffic. It's low-cost "in your face" advertising and if you get something a little intriguing it might prompt someone to check it out and hey-presto - you've just covered the cost of your sticker.
Put your site in the search engines. There are dozens of free engines. Try to avoid using submission software, though there are some reputable packages out there. I would, at minimum, submit my site to Google, MSN and Yahoo (all free). Yahoo and Google provide a free "webmaster utilities" suite for you to add things like site maps and track traffic. I'll cover these more in a later article.
Put an ad in the classifieds. It doesn't have to say much. But, if you're a real estate agent and have a new site called "anyhomewilldo" or something, put your address in the paper. It may attract a visitor or two.
Put an add on the free classified sites such as craigslist.
Put an auction on eBay with a link to your site - you can sell anything you want, and have people go to the site for more information - it's exposure! If you're selling products, it's also a good marketplace.
Join social networking sites such as Twitter, LinkedIn, Facebook, ActiveRain etc.
Read blogs and submit replies. Review books or movies on sites and blogs.

None of the above are guaranteed to make your business take off, but they are all potentially low-cost forms of advertising that might yield big results.

Whatever you do....

Don't send spam emails. Nothing will get your or your site "blacklisted" faster;

Be wary of link-exchanges, especially "Free For All" or "FFA". These can get you banned from search engines;

If you post messages on blogs, keep them relevent to the subject on hand. Don't just post your website name. If you've got nothing to say, don't say it;

Read read read. Read other blogs. There are also some excellent books on low-cost marketing and website marketing techniques:

Marketing Through Search Optimization, Second Edition: How People Search and How to be found on the web

Increase Your Web Traffic in a Weekend, Fifth Edition

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness

Have fun and good luck. Any other ideas you come across, pass them on!