An In-Depth Comparison Of Social Networking

By Jeff Taylor

There are a number of different social media tools that your business can use to build your brand and promote your products & services.  Some of these sites are very strong vehicles to communicate with your customers and others are better used to drive traffic to your website or build your overall brand exposure.

Here is a link to a easy to follow guide to help you leverage the major social media sites.

Your :30 second commercial

By Kellie Lala

We have all heard that in sales you need a :30 second elevator speech.  What’s that you ask?  If you were riding in an elevator and someone asked you what you do, you have roughly :30 seconds to tell them.  This message is a powerful tool to have in your tool box as it engages the other person and who knows, they could be your next big customer.

In Jeffrey Gitomer’s “Little Black Book of Connections” he talks about the :30 second commercial.  He says that the key is “engagement”.  Be sure that at the end of the :30 seconds they know what you do.  Be proud of what you do, say it with conviction and throw in a bit of enthusiasm.  If they show an interest in starting up a conversation with you after you deliver your message, you can then ask them questions and be a good listener.  All of this can lead to getting an appointment, developing a new relationship and better yet-a new customer.   

Want to see some examples of personal commercials?  Go to Jeffrey Gitomer's website, register if you are a 1^st time use and then enter the word EXAMPLES in the GitBit box.  Start today and own it!  Happy Selling!

Top 10 Reasons Not To Advertise

by Jill Dennis

I know. An advertising consultant telling you not to advertise?  Crazy, right? 

Advertisers believe that if they reach the right people their advertising will be more effective. That's partially true but the assumption that an advertising salesperson can give you exclusive access to a particular group of people is simply ridiculous.  Every consumer is reached by multiple advertising vehicles every day.  The goal of advertising is to create a clear awareness of the business or product and it's unique selling proposition.  Don't mistake response for results.  Advertising isn't scientific.  It's not who you reach, it's what you say.......  

According to Roy Williams...

WHEN YOU NEED TO ADVERTISE IN THE WORST POSSIBLE WAY

STEP 1.  Concentrate on reaching the "right people".  There are plenty of "wrong people" out there who can't possibly do your business any good.

STEP 2.  Make sure you reach the largest number of "right people" you can possibly reach.  It isn't important how often you reach them.

STEP 3.  Don't worry about what your ad says.  The only thing that matters is whether your delivery is "smooth", "professional", and "classy".

STEP 4.  Fill your ad with kinds of phrases and claims you've heard in other commercials.  Your ad should sound like an ad!

STEP 5.  Discontinue any ads that your friends don't like.  Listen to what your neighbors say!  Any ad that makes people uncomfortable can't possibly work.

STEP 6.  Let a TV or radio ad run twenty to thirty times, then change it.  Everyone has heard it and understands it by now.

STEP 7.  Don't be concerned about whether or not your delivery vehicle is intrusive.  Passive advertising works just as well.

STEP 8.  Expect the public to have an intimate knowledge of your product.  Use language unique to your industry.

STEP 9.  Impress the public.  Prove your superior taste!  The public is paying strict attention and doesn't miss a thing.  Beautify the pages of the newspapers and magazines.  People care

             more about YOUR taste than about what your product will do for THEM.

STEP10. After completing steps one through nine, if you feel your advertising isn't working, what did you expect???  These are the steps for advertising in the worst possible way!

Event marketing, what's in it for your customer? (Part 1 of 3)

By Chris Law

One of the most frequent client conversations I have in this career involves events and or remote/live broadcasts.  While the right event, properly positioned, can do wonderful things for a business, the truth is very few things make me more nervous than when a client calls me up and informs me they are having an event at their place of business and they want to look at a live or remote broadcast.  Not because events or remotes are bad, but because to be used properly a lot of things have to be right!

Before I’ll assist a client in booking a live broadcast, they have to first answer a series of questions.  I’ll ask them about the event itself.  What was the inspiration behind it?  Is this event unique to your business (perhaps an anniversary celebration) or do we see others in your category having similar events (a big holiday sale)?  Have you done this before?  I’ll also ask about my client’s expectations so I can find out what their goals are.  Are you simply trying to inform as many people as possible about a week long sale or promotional pricing, or do you want as many people as possible through your doors between 4 and 7pm?  Only after I understand the event and my client’s goals in detail do I ask the most important question of all.  What’s in it for your customer?

If the answer to this question isn’t on the tip of my client’s tongue, or if it isn’t compelling enough, there’s a good chance I’ll recommend we consider going in a different direction.  Clients often get so wrapped up in what their event means to them, they don’t think enough about what it means to their customers.  Consumers are busy enough with their own lives and events.  They might be happy that you are celebrating your 30^th year in business, but unless they perceive a benefit for themselves, they won’t participate.  Here’s a little tip for the next time you are planning an event for your business.  Put yourself in your customers’ shoes and ask, “If one of the businesses I shop at did this, would I make time in my schedule to take part in it?”  Like consumers, most business owners’ schedules are pretty hectic.  So if the answer to this question is no, you may want to rethink your offer or the event in general.

In my next entry I’ll share a checklist of some other things to think about prior to having your next event, some real life examples of events that went very well, as well as others that regrettably didn’t.

FOURTH QUARTER OPPORTUNITIES FOR CREATIVITY

By Jeff Taylor

Looking for some creative ideas to spruce up the 4th quarter?  Here is a list of some of the not so publicized events and holidays that you could tie into.

October

MONTHLY EVENTS:

• National Animal Safety & Protection Month
  
• National Bake & Decorate Month
  
• National Chiropractic Month
  
• National Dental Hygiene Month
  

WEEKLY EVENTS:

• Fire Prevention Week 10/3-10/9
  
• Financial Planning Week 10/4-10/10
  
• National Food Bank Week 10/10-10/16
  
• National School Bus Safety Week 10/17-10/23
  
• Teen Read Week 10/17-10/23
  

DAILY EVENTS:

• Boss's Day 10/15
  
• Get Smart About Credit Day 10/21
  
• Mother-In-Law Day 10/24
  

November

MONTHLY EVENTS:

• American Diabetes Month
  
• National Adoption Month
  
• National Family Caregivers Month
  
• Peanut Butter Lovers Month
  

WEEKLY EVENTS:

• American Education Week 11/14 - 11/20
  
• National Game & Puzzle Week 11/21 - 11/27
  

DAILY EVENTS:

• Sandwich Day 11/3
  
• National Men Make Dinner Day 11/4
  
• National Young Reader's Day 11/9
  
• American Recycles Day 11/15
  
• Great American Smokeout 11/18
  
• Computer Security Day 11/30
  

December

MONTHLY EVENTS:

• Bingo's Birthday Month
  
• National Tie Month
  
• Safe Toys and Gifts Month
  

WEEKLY EVENTS:

• Cookie Cutter Week 12/1 - 12/7
  
• Human Rights Week 12/10 - 12/17
  

DAILY EVENTS:

• National Salesperson's Day 12/10
  
• Bill of Rights Day 12/15
  
• First Day of Winter 12/21 
  

Who Am I?

By Glen Gardner

So, just who am I? That is a key question to ask before you start a branding campaign. The reason that question is so important lies in the fact that people need to remember your business or service for something. That “something” should be a differentiating factor.

The trick in answering the question properly is to put you in the shoes of the person who is the end- user of your service or business. Who you think you are and who they think you are can be two very different things. Who they think you are is the key opinion that matters.

Once you find the answer to that question, you can use the information to start forming the basis of your campaign. That information will be key in coming up with language that helps separate you from your competitors in the mind of the potential customer.

A great way to get the answer is to simply ask people who are already doing business with you. Ask them how they perceive you and why do they choose to do business with your company.

In this Internet age asking is easier than ever. One of the tools I really like is "Survey Monkey". There are paid options for larger surveys, but many smaller businesses would be well-served by the free option.

Once you discover who you are, then you can start telling the rest of the world using the frequency and reach that radio offers. But first, know who you are.

Advertising Is Like....

By Jill Dennis

Have you ever had to push a car? Using your back and your legs and every ounce of strength you can summon, you gasp and strain and make faces as the doubt flickers through your mind: "I'm not sure I can do this." Then the car moves it's first inch and you find strength you never knew you had. The second inch is slightly easier, but now you're thinking "I'm not sure I can last." By the time you've moved it a yard, all doubts have fled. "Of course I can do this. I can do anything." Soon you're just pushing hard enough to keep the car rolling as you trot along behind it, basking in the applause of an imaginary crowd.

Launching an ad campaign is exactly like pushing a car.

From Wizard of Ads by Roy H. Williams

Advertising doesn't always begin to work as quickly as we would like but once we get that campaign rolling and your customers start to "get what you do" because of your branding message, it's smart to keep that momentum going. Continuing a consistent advertising campaign is always easier than straining and pushing every time you decide to stop and start up your advertising.