Posted By Amanda Collins on March 16, 2010

Okay, I’ll admit it – I have a (small) stack of business cards on my desk from a networking event I attended a week ago. I still need to go through them and send e-mails to follow up with everyone I met. On the flip side, everyone I met got my card too – and I’ve only heard from two people. I’d say those are very good numbers given my experience in networking. Typically, I don’t get a follow-up from anyone.

Why do you go out to network? I think most people would say it’s to build up a pipeline and create leads. Okay, so if that’s the whole goal, relationship development is at the crux of that effort. To build relationships, you have to initiate a conversation. That conversation ideally should have started at the place where you met, but it needs to continue. Whether you send an e-mail, note card, or call on the phone, some follow-up is required to begin a relationship.

The other thing you can do to continue that conversation is to put those folks’ names in your database and e-mail newsletter, adding them to your drip-marketing campaign. What I do is to send an e-mail with something personal followed by a blurb about me in case they’ve forgotten who I am, followed by a little “disclaimer” saying I’m going to add them to my monthly e-newsletter, and if the content doesn’t resonate, it only takes one click to unsubscribe. Most people never even respond, but many don’t remove themselves from my list either. That means I have plenty of time to connect with them!

So if you’re not following up now, start doing it! It’s why you’re out there anyway, so start leveraging your efforts!

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Posted By Amanda Collins on March 13, 2010

As a business owner, there’s not an event I attend where there isn’t a SendOutCards (SOC) representative. In fact, some of my friends rep for the brand. I know a lot of people who use the service and absolutely love it. Their feeling is that it keeps them in touch with their clients – easily – and they likely wouldn’t do so without the online process. I completely understand and am not here to trash a reputable company. For my part, though, I prefer to go old school: I write all my cards by hand.

It seems that each birthday and winter holiday season when I was a child I’d receive stationery. I was trained from a young age to send thank-you cards for everything I got, and as I was growing up, the Internet wasn’t even a thought, so letters had to suffice. I have nice penmanship and, well, I’m a writer, so it’s never been an issue. And, like SOC boasts, who doesn’t like to receive a card in the mail? In this age of mouseclicks and Facebook, it’s much more personal.

My background is in college admissions. I worked at a small school and a large university – and I wrote all my cards by hand. Whether it was a thank you for visiting the campus, a follow-up to a recruiting visit I’d made to their high school, or a happy wish for a birthday, I would go through pen after pen inking nice, personalized messages. My forte is marketing communications; I build and implement communications strategies to turn prospects into clients. Part of that strategy involves a number of touches, and handwritten cards have always been one tool in that box. [If you're a job seeker, remember handwritten thank-you notes following interviews. I have won a couple of tight races just because I sent a card.]

In my own business, if I have your address, you can expect a card after we meet in person, you become a client, or you send along a referral. Even in the advent of online automators, I still pull out my (red) pen and scribe the note myself. I’ve had to go through physical therapy and chiropractic for the issues to my right hand, elbow, and shoulder from all my writing – but that won’t deter me. To me, it’s the little things that matter, and I’m far more impressed when I get a card someone took the time to write over one that was typed on the computer and spit out to mail to me with the obvious SOC envelope.

So if you’re using SOC, good for you! At least you’re making the effort. But I’m going to continue writing out my cards by hand as long as it’s an option. Maybe I’m just old school.

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Tags: client communications, handwritten notes, marketing communications

Posted By Amanda Collins on March 12, 2010

I know that I don’t wield ultimate power in getting clients jobs; I write résumés and help to position them on paper. Even though, I’m surprised when a client comes to my office dressed in cut-offs and a rock band T-shirt and tells me all the horrors of her last boss and how she just phoned it in (okay, this doesn’t happen often, but it’s still shocking). Then, when I refer some of my clients to my executive recruiter partners, I hear back about some of the inappropriate stories they’ve shared.

For some reason, job seekers don’t see recruiters as having power in their job searches. I think that’s funny, not to mention a self-defeating stance to take. One of my recruiter colleagues told me that his candidates will often be completely unprofessional with him, telling him things one would never disclose during an interview. When I was surprised at this, he said most of the folks with whom he interacts don’t understand how influential he is in their search. The power of his recommendation can land someone a job. Just as easily, he can close doors.

When you’re looking for a job, every interaction is an interview. You have no idea who someone knows and how much that knowledge can hurt or help your career search. I have an acquaintance I won’t recommend for a position because I would never want to work with him. I wrote his résumé, and I know enough people to get him in somewhere, but that would reflect poorly back on me – and I’m not willing to take that chance. Selfish? Perhaps, but it’s the way the world works, especially when it comes to business.

Complain to your partner or friends about your boss and the job search, but keep that information out of your conversations with recruiters, career consultants, and others who may be able to help you get a job. Remain professional and you’ll see opportunities start to surface because people will want to help you.

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Tags: Communications, interviewing, job search

Posted By Amanda Collins on March 9, 2010

Lately I’ve been attending a bunch of social media training events, and time and again the topic of Google Alerts has surfaced. Of course, I’ve been running alerts on myself for a while now, mostly because I’m a little narcissistic and like to know what people are saying about me. As usual when I go to those kinds of things, I’m amazed at the “Huh?” looks I see around the room. Really? People aren’t running Google Alerts on themselves? If you’re one of those folks, here are just a few reasons you should be doing this.

Whether you’re a business owner, job seeker, or just average Joe Citizen, you want to manage your brand and your reputation. You can run an alert on just about anything: your name, your company name, your competitors’ names, a keyword for your industry; the sky’s the limit. You can have the alerts come “as they happen” or digested, depending on your need to know. Since WordPress and Google have a symbiotic relationship, when I post a blog, I receive a notification within 10 minutes, so it can happen pretty quickly.

If you know what people are saying about you, you can comment back and, if it’s negative, you can do immediate crisis management. I’m always amazed where I come up in searches. Sometimes people quote my blog and never ask, so I didn’t realize. Of course, I’m not the only Amanda Collins in the world, so I see what my namesakes are doing as well.

It’s pretty simple to set up, really. Go to Google Alerts and put in your parameters. Remember that if you want to track an exact phrase, you have to put it in quotation marks (“”). If you want to track a keyword, you can use the results as fodder in your social media communications or cut parts into your blog.

Keep in mind that the name of the game is communications and relationships, so while you’re definitely out there managing your brand, share some of the information you find with your network and you’ll win in two ways.

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Tags: brand management, google alerts, reputation management

Posted By Amanda Collins on March 4, 2010

Whether you call it a commercial, elevator speech, or presentation, if you’re a business owner, you know how important this little nugget of information is in creating excitement about your company, product, or service. Many folks stumble over what to say and how best to gain listeners’ rapt attention.

Here, a few simple pointers:

Remember the WIIFM Factor. What’s in it for me? is what listeners want to know. If you can’t catch their attention in a hurry, they’ll tune out. How many of us have heard someone say, “Hi, I’m Todd and I am a plumber. I fix stopped drains. I can help anyone with indoor plumbing. Call me if you have questions.” ZZZZZ! There are plenty of plumbers (bankers, Realtors, etc.); why should I give you a second glance?

You only have 30 seconds (or 60, 15, or whatever). Practice a few speeches to be sure you can include your key selling points – quickly. Sometimes you’re told to only say your name, company name, and tagline. If you don’t have a captivating tagline, you’ve just sold yourself short.

Remember your audience. I have two distinct business channels: entrepreneurs and job seekers. If I go to a networking event with fellow business owners, it would be foolhardy to just talk about résumés. Sure, people in the room may know someone who’s looking for a job, but my better approach is to lead with strategic communications and then drop the résumé thing at the end. Be sure that your presentation is targeted to the people who are listening.

Stay focused. Too many people hear that they’re given two minutes and start telling stories and things that are completely irrelevant. If you have something of value to contribute, go for it! However, in my experience, most people “um” and “ah” their way through 30 seconds talking about nothing, so hone that first before moving on to a bigger sharing time.

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Tags: business development, elevator speech, networking commercial

Posted By Amanda Collins on March 2, 2010

Even though you have your phone with you at all times, do you use it to talk? It seems that most people are using those little gadgets as mini-computers – searching the Web, answering e-mail, or, if it’s the phone aspect, texting. How many of us really use the phone to talk? It seems there’s some kind of negative connotation with calling. Even I am often arrested with the thought that I’ll be disturbing someone if I call, whereas a text or e-mail can be retrieved when the receiver is available.

I was at a presentation recently where the value of a phone call was discussed. SendOutCards folks will suggest sending a card a day or a week to your best clients, but this presenter suggested picking up the phone. “How would it make you feel if someone called you just to check in and see how you’re doing,” asked Sandy Rogers of Face-Time Fridays, LLC. The general consensus was that a phone call makes you feel special; an e-mail has become status quo. Even when Constant Contact offers personalized e-mail newsletters, there’s just something about a phone call.

I suggest you consider how you’re reaching out to your clients. Schedule in time to call past clients or check in with people in your database. Let’s turn around the misconception that phone calls are a hassle and actually start talking again. Most of us grew up in a time before computers were everywhere, so I know we all know how to dial.

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Tags: building relationships, client communications, e-mail, networking, phone calls

Posted By Amanda Collins on February 5, 2010

Acclaimed media strategists discuss the pros and cons of DIY media strategy vs. hiring a professional firm

Phoenix, Ariz. (Feb. 5, 2010) — As a business owner, you know you need to let people know about your company, but you may be stumped on which components are the most important and how to best achieve your goals. What’s a reasonable cost for an advertising strategy? Should you advertise on television and radio? Where is your target audience and how do you reach them? Business owners need to balance working “on” their businesses with working “in” their businesses, and it’s impossible to be an expert at everything, so where do you begin?

Alma Steger and Chris Pollack, partners in Untitled Advertising and Public Relations, have been successfully placing clients in media outlets both in Phoenix, Ariz., where the firm is based, and across the country. As small business owners themselves, they understand the challenges others are facing in driving traffic while maintaining a manageable budget in the process. As Ms. Steger shares, “You truly need a strategy in media relations; you can’t write one press release and call it good. It’s an ongoing process to keep yourself in front of press contacts to become the go-to expert in your field.” In fact, Ms. Steger cautions potential clients that a firm that offers ala carte services may not be the best approach. “The first promotional piece may not catch anyone’s attention, but after they’ve heard from you a few times, editors get curious. You have to maintain interest.”

Steger and Pollack will be providing their guidance at The Grammar Doctors‘ monthly brown bag series in February, discussing the pros and cons of building your own media strategy vs. hiring a professional firm. Attendees will have the opportunity to ask questions and learn more about all of the components involved in creating a successful media strategy, leaving with valuable information on how to get started achieving more exposure immediately.

Untitled Advertising and Public Relations and The Grammar Doctors are strategic partners, providing marketing communications and media relations support for businesses and corporations to enhance outreach efforts. Untitled also has a strong presence in the local Hispanic market.

Business owners and entrepreneurs are invited to attend this free workshop on Tuesday, February 16, 12 pm – 1 pm at the office of The Grammar Doctors, 3420 E Shea Blvd, Ste 200, Phoenix, Ariz. Sign up online or call 602-953-5278 for more information.

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Posted By Amanda Collins on January 16, 2010

I recently started reading “Get a life that doesn’t suck” by Michelle DeAngelis. I received this book free when Michelle spoke at a Greater Phoenix Chamber of Commerce event a little over a year ago. It’s been sitting on my shelf because, well, my life is pretty awesome, but I needed a book the other day and, with moving, everything was packed away – except this particular book.

Something you have to know about me first: I don’t like to read. I know you’re thinking that, as a writer, words would likely be my salvation and I would love to read. I think I got burned out on it, and it’s not like I can read while watching TV or working on the computer. So, these days, I really only read when I’m doing the cardio part of my workout. I’m at the gym six days a week, so I get in my (almost) daily reading, mostly of books that will help in my business, or non-fiction.

Pretty much from the minute I started reading GALTDS, I was captivated. Michelle reads the way most people talk, so you’re immediately in the conversation. I want to buy about 20 copies of the book and give them to people I know, might meet, or drop them off randomly. In my opinion, pretty much everyone needs this book – sucky life or no – because it’s a great reminder of how to be happy.

One of the first points she has about not having a sucky life is to really choose how you live and what you do. That got me thinking… How many people truly CHOOSE their lives? Most seem to be riding as passengers on the bus that someone else is driving, and they build resentment about where life has taken them.

So my question to you is: Are you choosing your life? Every day; this isn’t just about the big decisions. We can choose to work out, be on time, tell the truth, and be extraordinary. If you aren’t at the helm of your own life, who is? And why did you put that person in charge? How might your life change if you started to forge your own path and go forward?

Sure, choosing can be scary, there’s no doubt about that. I’ve had a rough few years where I felt completely out of control. My husband, the “love of my life,” chose to end our marriage. How did I choose that? However, I can choose how I respond to his choice. Now, granted, in the heat of the moment, it’s kind of hard to see clearly, but it’s worth it to step back and start determining how you can choose to move forward. You can choose your life and be empowered by those choices. Whether you’re a business owner, employee, or job seeker, you create your directions.

My suggestion to you, my friends and readers, is to just choose. For good or bad, at least you can be responsible – and that in itself is extremely freeing.

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Posted By Amanda Collins on December 8, 2009

Phoenix, AZ — In a down economy, unemployment may lead many former employees to become their own boss. According to an article in The New York Times, “necessity” entrepreneurship is increasing while “opportunity” entrepreneurship is decreasing. Add that to the fact that Phoenix is ranked among one of the best American cities in which to start a new business (according to CNNMoney.com), and the need for training for new business owners skyrockets.

One local business owner understands this need – and is making an effort to help new entrepreneurs in the community get started on the right foot. Amanda Collins started in The Grammar Doctors, a boutique firm designing and implementing communications strategies for businesses and individuals, in 2005 when it was still an option to put up one’s own shingle. Since then, she has learned through trial and error and now wants to share her acquired knowledge with those new to the thought of having to rely on themselves for a paycheck.

“I made a lot of mistakes in the beginning, and I think people can learn from how I’ve turned potential roadblocks into wins,” says Ms. Collins. To get those tidbits of advice to the public, Ms. Collins is starting a series of informational seminars each month. Topics will be presented not only by Collins: “I have a lot of information to share, but I certainly can’t be the expert in everything. My goal is to bring in local business experts to cover topics related to business development.” Scheduled seminars will cover a wide variety of topics including communications strategies, blogging, social media, and networking.

The first in the brown bag series for entrepreneurs will take place Tuesday, December 15, 12 pm – 1 pm, at the Corporate Office Centers, 7047 E Greenway Pkwy, Scottsdale, Ariz. The topic will cover how to turn leads into clients and referral partners using a communications strategy. Guests are invited to bring a lunch and learn something to grow their businesses. The presentations will be free of charge, and attendees will have the opportunity to win a door prize at each session.

To register or learn more, please contact Amanda Collins with The Grammar Doctors: amanda@grammardocs.com or 602-482-3495.

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Posted By Amanda Collins on November 22, 2009

When I worked in college admissions, the underlying goal of all of our efforts was to push prospective students down the applicant funnel to become enrolled students. Then, as I moved into my own business, I applied the same principles, which are of course universal. Big companies recognize a sales (or marketing) funnel and have the same goal I had at colleges – to push people to the bottom. A huge part of that happens through a company’s communications strategies.

We want everyone who inquires about our businesses to become repeat clients and share with us referrals, right? Unfortunately, though, while big, multimillion-dollar conglomerates keep in touch with their customers through advertisements, direct mail, and e-mail campaigns, most small business owners and entrepreneurs seem to miss that step, either due to lack of money or knowledge about how to do so. I run into many solopreneurs who are out at networking events with the goal of acquiring business – yet 95% (or more) of them don’t even follow up with those contacts, much less begin a communications campaign.

The Sales Funnel
In the sales funnel, people can enter at any point. They can come in as a cold lead at the top, or somewhere in the middle as a sold inquiry, or even as a referral from a trusted source. Most business owners would love to have mostly referrals because those clients are easier to close, given that they received a strong endorsement before ever making contact with the business.

The disconnect in the small business world is that entrepreneurs are so harried they don’t have time or know-how to measure their numbers of inquiries and conversion rates to customers. And they rarely have time to build a strong, strategic marketing communications plan. Both of these aspects are essential in turning leads into clients and referral partners.

Communications Strategy
First and foremost, you need to follow up with people you meet. That sets a tone and starts to build a relationship – and we all know we do business with those we know, like, and trust. Then you need to stay in touch with your database. We all meet a lot of people in our daily lives, and we’ll forget them if they’re not top of mind. At least once a month you should be making some contact with your clients, inquiries, and prospects. If you get them all with a blanket approach, at least you’re making contact, but you’re not really pushing them to do anything. The better approach is to segment your list and market to them accordingly.

Keep track of your database in groups, such as prospects (you picked up their card), inquiries (they asked about what you do), and clients (they’ve made a purchase). That way you can push each group into the next level in the funnel. If you were on the receiving side, wouldn’t you feel funny if you got an e-mail asking you to buy when you just recently made a purchase? The same would hold true if you were asked for feedback on a purchase you hadn’t yet made. Customers feel more valued when you’re speaking the THEM rather than to the masses.

You’re certainly not going to push 100% of your database through the funnel to become clients, but your ratio will definitely increase when you open communications – with intent. Then remember to stay in touch with clients to ask them for referrals and additional business based on your industry. You’ll see a dramatic increase in business by staying top of mind and asking for what you want.

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Tags: client relations, Communications, customer retention, marketing funnel, referrals, sales funnel, small businesses