Recent Blog Posts

Dear Me: A New Way to Tackle Your New Year’s Resolutions

Posted By on December 31, 2011

From December 26th to January 15, we typically start to think about our New Year’s resolutions. We’ll lose weight, eat better, exercise more, spend more time with family and friends, be more focused on our business…. Everything we resolve becomes an exercise in reflection and often helps us to get on the right path. But what if you could go one step farther?

Cruising through my Facebook wall the other day, I saw that a friend mentioned reading his 2011 letter to the universe, noting that he had received everything he had requested, albeit not always in the way he expected. That got me thinking: Why not write a New Year’s letter to yourself? It’s a great way to get in the right mindset to achieve excellence, and it will serve as a reminder of how far you’ve come when you reflect back on it next year.

Last year, I created a series of 3×5 cards with daily affirmations: I’m a great friend, I am loving, etc. This year, however, I’m going to follow my friend’s lead and create a letter to myself. Whether you believe in a higher power, the universal law, or just your ability to have a say in how your life progresses, there are some basic guidelines when writing out these kinds of things:

Write it in present tense.
This isn’t a planning exercise; this is an “I am” exercise. Write your letter as if what you are saying is happening now. There is much more power in “I weigh 120 pounds” than there is in “I will lose 15 pounds in 2012.”

Be specific.
I know a writer friend who believes in the Law of Attraction, and when looking to attract a man into her life, she wrote on her affirmation list: “I am dating a man who is rich.” She got him alright: a penniless, car-less, unemployed man with the NAME Rich. She got what she said she wanted because she wasn’t specific. Reread your list looking for loopholes. If there are any, clear up your language.

Write it in longhand.
This is a tough one for me because I type much faster than I write, but there’s something to be said for the power in putting pen to paper. Draft it up first, if you need to (especially to work out the kinks), but then copy it on a sheet of paper with your own hand. This is a similar exercise to writing down what you need at the grocery store on a scrap paper. You always tend to remember handwritten notes better than those you keep in your head.

Be thorough.
Just as you should be specific, you should look at your life as a whole. Is this the year in which you’ll kick up your business to the next echelon? Will you buy that second home you’ve been wanting? Will you complete a new degree or certification? Don’t silo your life into just work or just personal; look at the whole package. You are a complete person with different goals, and you never know how they’ll overlap.

Be open to the results.
By nature, I’m a positive cynic. I don’t believe in much mysticism, but I figure it can’t hurt either. My house has some feng shui components because it’s a better way to decorate and organize. I follow Law of Attraction because I would rather think positive thoughts than negative ones. And because of my willingness to receive, things appear. That’s the approach you should take as well.

There’s a story about a man who is in a flood and lets a number of saving devices pass him by, asserting that his god will save him. When he shockingly dies, he is upset with his god, but upon meeting him is reminded that many people and devices were sent to save him. Don’t mistake a golden opportunity because it doesn’t present itself exactly as you thought it might.

Be grateful.
No matter what you have or don’t have, be thankful for it. I don’t have an abundance in the bank, but I have what I need, including a wonderful son and supportive friends. Focus on the positive results and you’ll soon see that you probably already have everything you’ve ever wanted, so you’re just opening yourself to have more in 2012!

It Just Takes One: Making the Most of Large Networking Events

Posted By on December 5, 2011

When you head to a networking event, what is your goal? Quarterly, NetworkingPhoenix.com holds Signature Events, where 1,000-2,000 people converge on an area resort’s ballroom to mix and mingle. It is definitely THE place to see and be seen if you’re a business owner or looking to generate more leads, but so few people know how to maximize their attendance.

At each of the past four events I attended, I have generated at least one great contact: One bought a résumé the next day, one became a good friend, one became both a friend and a business collaborator, and at this last event, I met two potential clients through an existing client who talked me up. My time is well spent if I just get one wonderful client or connection; I don’t have to sell to everyone in the room. And that’s where many people seem to be missing the idea.

Although I certainly meet a number of people at these events, my goal is never to sell anything—at least not right then. Naturally, new connections will ask what I do, and I tell them: “I help small businesses get in front of—and stay in front of—their target markets through concise, effective content marketing.” If they ask more, I share a bit more. Sometimes, it’s good to be next to someone who knows what I do, because he or she will often elaborate on my short answer by giving me an instant testimonial. At the latest event, I was with a current client, who shared,” Amanda does all of our marketing, including social media, blogs, and writing awards. Without any SEO, we come up first when you type in anything about our industry, and we are consistently at the top of Ranking Arizona.”

What a great testimonial! If I heard that about someone, I would want to learn more for sure. It’s a great idea to approach any event with a buddy, preferably a client. In this case, I know so much about that client, that I could give a reciprocal testimonial, which perked up the ears of new folks.

So, when it’s time to head to your next large networking event, remember that you just need to meet one good person. Introduce yourself to a bunch, but hone in on one or two that look like they could be potentials. Have good conversations and, for goodness sake, don’t try to sell anything. In the end, you’ll likely find that you’ll make a lot more than just some quick cash.

Sell or Be Sold

Posted By on September 2, 2011

Earlier this week, I attended the Networking Phoenix Signature Event. Roughly 2,000 business professionals and job seekers filled a ballroom at Talking Stick Resort in Scottsdale for this quarterly networking mixer. It was 113 degrees outside (thankfully not that warm inside!) and the heat must have clouded the attitude of many attendees because the energy was a bit different than at previous events.

The danger at an event like this is that too many people walk in with dollar signs in their eyes. Thank goodness for Dave Sherman, who has been on the local speaking circuit for years training networkers on the proper etiquette needed to maneuver a mixer. He launched the Signature Event with his trademark Networking 101, imploring attendees to strike up conversations and begin to build relationships rather than walk up to people card extended, hoping to receive a payment on the spot. Still, there will always be a few who miss the message altogether.

The best example of what not to do came courtesy of a pet-sitting professional. In the midst of a three-way conversation, this woman busted in and started her spiel. I’ll admit I don’t listen much once someone starts trying to sell me something, but she was talking about how she cares for pets in their own homes and managed to hand a card to the other two folks in the group (I kept my mouth shut, although I do have a cat and dog). As she walked away, one of my colleagues said, “I forgot how rude people can be.”

I’m thinking that the next time this happens to me, I need to completely turn the tables. “Sure, I have pets, but do you know a better way to get your message out? I can write your brochures, website content, and even articles to position you as the industry expert.” I have heard friends who’ve successfully done this on the phone when being cold-called, so maybe it will work in person as well. Get out those checkbooks, you bad networkers! I’m coming for you!

Stop Throwing Noodles at the Wall

Posted By on August 9, 2011

Remember when your mom made spaghetti for dinner, and to test if it was done, she’d throw it at the wall to see if it would stick? If it stuck, it was done and ready to be served. These days, it seems like many companies are using the same strategy when it comes to their marketing initiatives: they just keep throwing things at the wall to see what sticks.

If you have an unlimited budget and just want to spend money like it’s water, you can stop reading now. However, if you’re like most of us and you need to watch every penny you spend and track ROI, read on.

Strategy should drive everything you do. While there will inevitably be some things you’ll hope will work and you’ll try them to see, be sure you have some kind of strategy before you move forward. That should start with knowing your target market. So many times, I speak with clients who have no idea who their target market is—and then they can’t understand why they don’t get a return on their efforts. Once you know your target, figure out where they are. If you’re looking for office fronts in a small town, social media won’t reach them. However, if you want to reach small-business owners, blogs and Twitter can be great outlets.

Then figure out what you’ll do first, second, third, and so on. How many “touches” do your clients need? What kind of drip system will you build? Will you only use social media or will you incorporate phone calls, mailings, and newsletters as well? What’s your budget for this endeavor? What is your ultimate goal? As you can see, there are many questions you need to ask yourself before you build your plan…and you need a plan before you start your efforts.

If you’re not quite sure how to create your own marketing-communications plan, we can help. Contact us to set up a strategy session. You don’t know what you don’t know—and without that strategy, you might only end up with a bowl of pasta.

If You Build It…Will They Come?

Posted By on June 30, 2011

Often times, people get good ideas to start a business and just go forth full tilt. This can happen more frequently in a down economy, when jobs are scarce, especially if your business idea takes little to no start-up capital. But just creating a company doesn’t necessarily mean anyone will want to do business with you.

I saw this recently with a prospective client who had a decent idea but no traction or strategy to it. He just got an idea and decided to create a business around it. He then considered using social media and perhaps some SEO to promote it, but he didn’t have the idea fleshed out yet. When I asked him what the mission was and who he was targeting, he couldn’t answer. The fundamentals of business success were missing.

That’s not to say that a great idea can’t become a great business. It happens all the time. And you don’t have to wait years to cement your business and marketing plan before you can let it go. But you do need to have something in place. A building is rarely successfully completed without a plan, and you should look at your success in the same way.

Some ways to test if your business idea is viable:

  • Be prepared to tell people in 15-30 seconds how you can help them. If you can’t sum it up that quickly, you probably aren’t quite sure what you do.
  • Know your target market. Without a goal of whom you need to reach, how will you know if/when you’ve succeeded?
  • How will you monetize it, both now and in the long term? Some really great ideas remain ethereal because there’s no way to make money with them.

For more on the nuts and bolts of business viability, you may want to look at these six points to consider.

Whether you are just considering starting something or you’ve been in business for years, it’s always a good idea to review your business in terms of the current market. Remember, it’s a living entity, so keep it fed with new energy.

Are You Courting Your Clients?

Posted By on May 9, 2011

The other day, I came across a call-out for contributions for a story entitled, “Is Your Husband Your Boyfriend?” I was intrigued and read the pitch to learn a little more. The reporter was pointing out that a woman may have a husband who does chores, helps with the kids, and fixes things, but does she have a boyfriend with whom she goes on dates and shares all that pre-marriage excitement? While that certainly is fodder for a more relationship-based blog, it also got me thinking about business relationships. Are we courting our clients?

The idea of dating your spouse can easily be applied to dating your clients (no, not in the unethical way). It seems that we often spend so much time getting clients that we forget to stay in touch with them or nurture that relationship once they’ve signed the contract. The thing is, it’s much easier to keep a client than to secure a new one. It follows, then, that we should be spending time wooing those people already in our database.

By the way, this isn’t just for the business owners. When I used to work in college admissions, we developed a number of programs to help students once they started school, instead of just in the application process. The idea of maintaining communications can apply to any industry, whether you’re in charge or not.

So how do we court our clients? In my world, it’s called drip marketing. Send a regular newsletter, interact through social media, drop a direct email, or mail a cute card. I met one business owner who sent smiley-face stickers to random clients just to brighten their days. If that works for you, I’m pretty sure the people on the receiving end would be appreciative.

I encourage you to schedule time into your week to reach out to your current customers and say hello. It certainly can’t hurt and it may turn into some wonderful benefits.

Do you have an enormous BHAG for 2011?

Posted By on January 3, 2011

Each year, as we turn the calendar from December 31 to January 1, we are encouraged to create “resolutions” for the new year. Often, these take the form of losing weight or eating healthier, but what about your business goals? It seems that we purposely create objectives that are amorphous and, thus, challenging to measure. You can’t track what you can’t measure, so this year, give yourself a set objective that is just outside of your reach, otherwise known as a BHAG.

What’s a BHAG, you ask? Big, Hairy, Audacious Goal. I learned the term from Phoenix business coach David Hepburn, Jr., and it’s a good one that’s stuck with me. The idea behind a BHAG is not to set you up for failure. In fact, it has just the opposite purpose: a BHAG is designed to inspire you and encourage you to keep moving forward.

My current BHAGs include owning a home in a posh neighborhood of Phoenix and adding two contract employees to my firm. For both of these, I need to create more revenue opportunities, but that’s not really my BHAG. Making more money doesn’t inspire me in and of itself; it’s what that money provides that lights a fire.

So, to keep myself moving, I create regular, “tame” goals quarterly as part of my SWOT analysis. These smaller milestones are the steps that get me closer to realizing everything I want for my business and my life. They may include things like education, certification, the number of networking events to attend, and anything else that supports my BHAG for the year

I encourage you to sit down in the coming days and start to create some big, hairy, audacious goals for yourself and your company in 2011. And by all means share them! Once you have them out there, others can start to encourage you and remind you that—even on those dark days when nothing seems to be working—you have a reason to continue.

Just say no!

Posted By on December 20, 2010

As an entrepreneur, I have to “kill what I eat”—and if I don’t kill anything, I’m stuck eating Top Ramen. That fact can sometimes transform into approaching work with an “anything is good enough” attitude, but that’s not always what’s best for you, your business, or your clients.

Recently, I have found myself saying “no” to people more and more often. A lot of it has to do with the money being offered, but there are many times when I give away services or my time for free. Really, the truth of the matter is that I turn away work when it doesn’t resonate with the mission, or purpose, of my business.

Do you have a mission for your business? Mine is “To engage business leaders in the marketing-communications process, creating results through relationship development and consistent messaging.” Obviously, nowhere in there does it say I turn away opportunities, but if they don’t fit with what I’m doing and where I’m going, they aren’t good for me. Let me share with you some examples.

A while back, a client came to me through referral who needed some long-copy work for her website and email communications to support a teleseminar she was conducting. I don’t write long copy; I am a marketing writer and focus on short, concise, and direct messaging. I also didn’t like her product and felt that her approach was lacking integrity. At the time, I really needed the $1,000+ I knew this project would add to my wallet—but I turned it away. I chose to refer the project to a long-copy colleague who provided excellent service and made the client very happy.

Recently, a colleague came to me and asked me to do some writing for her clients as a vendor and wanted me to offer my services at a discount. Previously (when I was more desperate than I am now), I buckled and gave her a large discount off my listed prices. I subcontract often, and no one else ever gets a discount, so when she approached me this time, I was hesitant. First, my client base has improved since our first interaction. Also, she was slow to pay and to follow up with me, so I didn’t much like her business ethics. I thought about it and chose to offer her less of a discount this time around. When she came back to me about it, I was honest. I also suggested she might want to work with another writer.

In both of these cases, taking on that work wouldn’t have made me happy. I work for myself, so being happy in my job is pretty important! Happiness aside, however, taking on projects that I don’t like or that don’t resonate with my mission means that I will provide below-par quality, which will sully my reputation as a writer and business professional.

I encourage you to take some time to reevaluate your mission (whether it’s for your business or your personal mission as an employee) and be sure that the projects you accept fit with the direction in which you’re headed. If you follow that guiding light, you will find that you’ll attract better work that makes you happy and provides your clients with a reason to smile.

What You Don’t Know May Hurt You

Posted By on December 6, 2010

I live in Phoenix, Arizona, the fifth-largest city in the US and arguably the small-business capital of the country. As a business owner, I do a lot of networking, averaging about three events per week (which is down from how many I used to do). Still, I have been amazed at the number of people who have no idea about things I take for granted to help grow my business or assist my clients.

I have been talking to a lot of people about networking—and the first thing I mention is NetworkingPhoenix.com, a monthly calendar of most everything that’s happening in the Valley of the Sun. The site has been in existence for three years or so, yet there are still a surprising number of people who don’t know about it. Whether you’re a business owner, business professional, or job seeker, you need to know about this site if you live in the Phoenix area.

What about in your area? Do you have a regional calendar of events you should know about for yourself or to share with your clients?

Another area where I’ve seen colleagues sorely lacking knowledge is in social media, which is no longer an option for savvy entrepreneurs and job seekers. I recently mentioned using WordPress to build a blog, and the person to whom I was speaking just looked at me with a blank stare. I’ve gotten the same response when I’ve mentioned HootSuite or TweetDeck, some applications to better harness the power of Twitter.

As a marketing communications strategist, I feel it is my job to know the latest and greatest in the industry. I attend free trainings and read about what’s coming down the pipeline so I know, but it sometimes feels as if I’m the only one. How can so many people be so ignorant of tools that can really help them, especially in this crazy economy? I find all too often that both job seekers and business professionals are going out into the world ill prepared to be successful. If you don’t know where to go or what to say, you’re just setting yourself up for failure. (If you aren’t sure how to network—another struggling point of many—this might be a worthwhile read: http://www.grammardocs.com/2010/07/maximize-your-networking/.)

No matter what you do for a living or whether you work for yourself or someone else, make a concerted effort to educate yourself moving into 2011. It can benefit you in so many ways, from increasing potential opportunities to improving your bottom line. And, hey, from where I’m standing, I think we could all use a little more on that line.

Strategic Twittering

Posted By on November 29, 2010

While many business professionals, companies, and job seekers are on Twitter, I really wonder how many of them have a method to their madness. While Twitter can certainly be a way to keep up on the conversation of colleagues and friends, there’s so much more that can happen if the power is harnessed!

Google Alerts
Want to know what’s new in your industry? Google Alerts are a free notification system of the latest and greatest on the Internet. Search on keywords such as your name, company name, job titles, or more broad topics related to your industry. You’ll get daily or up-to-the-minute emails on news and blogs relevant to your keywords. Then, you can not only comment on the blogs, but you can also post links to your Twitter page so you look like you’re the first to know what’s new. It’s a great way to grab some RT love online.

Hashtags
If you’re new to Twitter, you may be wondering what that pound symbol (#) is all about. It’s a way that Tweeters have to denote keywords. As a user, you can go to Twitter Search and look up hashtags to see what’s happening now or in the recent past. One commonly used hashtag is #FF, which stands for “Follow Friday” and allows the Twitter community to share some worthy peers with their followers.

Twitter Keyword Searches
I don’t know anyone who uses Twitter through the Web these days. For me, Tweetdeck works great, although some like Hootsuite and some lesser-known applications. Tweetdeck allows you to run keyword searches in real time. If a search term isn’t pulled out with a hashtag, this is a great way to still find it. You can run your search to mirror that of your Google Alerts.

The Strategy
Once you are up on what’s happening within the Twitterverse and online through Google, what are you going to do with that information? The key is to not sell (or, for job seekers, blatantly ask for a job); instead, offer assistance and create conversations. That’s the key of social media: it needs to be social! If I see someone mention that she’s getting her résumé ready for a job search, I will offer to take a look at it for her (free, of course). If someone is preparing for an interview, I offer words of encouragement. You’ll engage and entertain folks, and you will likely see that your follow rate increases.

This isn’t a one-stop strategy, though. Once you start talking to these new people, you’ll increase your followers and may even learn their email addresses. That’s when you can work them into your drip-marketing campaign (you have one of those, right?). Although you may not get results within 20 minutes, by creating a community who sees you as the expert you are, you’ll build those results over time.