Don’t Let The “Experts” Get You Down March 25, 2009

There are a lot of self proclaimed “experts” out there.  I am completely okay with this as long as they play nice and add occassional value.  The issue is some are strong egos telling others that they are “doing it wrong.” Now, some of this is probably marketing: painting the pain as I like to call it.  But, a lot is just plain bullying and hard sales tactics threaded into supposed community conversations.  

Where Are They Now?  Have you ever looked back at the most popular kids from  high school? I can say with confidence that most I knew are living  mundane lives. Funny how the renegades were geeks – Bill Gates, Larry Page, Oprah Winfry.  Bullies and clicques are still around and they are an unfortunate bi-product of online communities.  These communities are fueled by real people.  That is certain to bring out their personalities, which is not always good.

Big “Egos” – My husband has traded options since the late 80’s and will confess that traders have big “egos” over the phone. (That’s not the word he used, but I want to keep it G rated.)  It’s equally so online. When there is little risk that they might run into you in person, it’s amazing how people will behave. Some only talk within their clicque and others will talk with you as long as you’re agreeing with them or a potential client. Regardless, don’t take anything personally.  If they really are experts and very busy, they may have their assistant posting anyway.  (Bad idea, btw.)

The Gomer Pile Approach - I subscribe to good old fashioned Gomer Pile friendliness.  Anyone who comments on my stuff is sure to receive a reply within 24 hours. It might just be a quick hello, but it doesn’t take long.  I spend 30 minutes total each day managing three very large online networks.  I’m amazed when someone I perceived as a perky-star has dry and unusual comments that run counter to their other posts.  I get a sense that those perky-posts are staged or there are multiple posters.

 

The Crab Pot – As you grow your business you will become more exposed and others will try to knock you down.  You need to prepare yourself for this and instead of feeling bad – welcome it.  When you become a target, you have become an expert.  You’ve arrived!  The hardest thing to do is not react when attacked.  Some people are just being outspoken, others had a bad day and others are bent on making you look bad. 

 

Virtual Bridges Still Burn – Honestly, you need to keep it cool online. You never know when the person you dissed becomes Larry Ellison and decides to hunt you for sport.  Also, the guy you gave a simple suggestion to could have build his business around that concept and become Richard Branson.  Be kind.  Ignore the snobs. Don’t let the web turkeys get you down.

Harness Happiness – Mine Referrals March 18, 2009

I am not buying into this poor economy one bit.  Just listening to everyone I come into contact with tells me that it’s changing already.But don’t get complacent and throw a party.  If you are reaping the rewards of new clients now, you did something to make them happy in the past.  But, did you plan to harness their happiness?  Every business that has even one client needs a referral mining strategy.

 

Who Loves Ya, Baby?  Although somewhat shallow, tracking your fans by how many converted referrals they send is a must-measure in your plan. Yes, there are clients who think your are a super-hero but you need to be a tough grader.  Someone who sends you 10 contact leads is less valuable than someone who sends you 3 ultra-qualified referrals. Keep opportunities in perspective.

Ask While They’re Smiling – When your client thanks you or shares a complement, you need to have a perfect retort ready.  ”I am so happy that I could help you prosper. Can I quote you on my website?” When they are experiencing the euphoria of your work they can’t say no.

 

Resurrect Past Happiness - Don’t worry that you haven’t been gathering this information all along.  You can bring back the dead with a friendly call, email or card.  Honestly, people tend to move on and if you did a good job with them you helped their business progress.  As long as you don’t lead with the referral request, they will be happy to catch you up with everything they have done since you last spoke.

Have a Plan. Work Your Plan - Maybe this is a really big list.  It’s daunting to get caught up. You know now what you should have been doing all along. Forgive yourself and start now.  Plan a catch up strategy. Contact two or three each day, block an hour each week: whatever is most comfortable for you.

Move forward with your plan.  Don’t get stuck in too much strategy. Get in there are clean this up.  After the first few contacts, you will wonder why you were procrastinating this.  Happy past client will not only be happy to hear from you, but will be happy to hear from you too.

 

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

What Goes Tweet, Tweet, Ka-Ching? March 12, 2009

Your business on Twitter, of course.  This has been an interesting stage for Twitter: once the fodder of smarty-pants-businesses and neigh-sayers. Now we have senators ignoring the speakers and tweeting about basketball games and candy companies swiping posts for corporate PR. It’s become the “in” thing to do for your brand.  But, isn’t it an amazing time suck as well?  Yes. It’s like any new toy: you play with it a lot when you first get it and eventually it loses it’s shimmer and glow.  For you who are asking, “Now what?” here are some practical time managment tips for your Tweets.

 

Twitter Goals - This needs addressing up front.  If you use Twitter to keep you company or distract you from your boring day job, you can stop reading now.  The rest is for the practical user.  If you have a goal to network, meet like-minded professionals or find business then let’s get practical.  You do not have time to play all day on Twitter.  So, here are some ways to help you stay a little more connected and still work with your clients.

 

Auto Direct Messages - This topic is very controversial amoungst Tweople. Some think it’s absolutely horrible and impersonal.  Others use it exclusively and rarely Tweet live.  Both are extreme.  A happy medium is probably your best strategy.   Since my goal on is to meet other smart marketers and find potential new clients, I choose to thank all followers with an auto reply that also has a link to some free info.  Now, some think this is a cardinal sin of Twitter.  Sorry, but I am only trying to attract followers who have some interest in marketing.  If you are that offended, you can unfollow. I’m okay with this.

 

Searching For Your Tweople - Mastering the Twitter Search is essential. Once you can connect with the right Tweople, the rest is pure visability and likeability.

 

Conversion – Yes, conversion again!  What’s the point at having 3,000 followers with a goal of locating new clients if you don’t plan to convert? You’re going to need ways to interest them so they want more information about your product. Also, getting them to move to email or opt-in is important.  (A.k.a. Click my junk on Twitter)

 

Most of all, social networking is like dating.  You need to move slowly and build credibility. When the opportunity arises to move the relationship forward, stay cool or you’ll scare them off.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

Are You Selling ’til They Snooze? March 5, 2009

With the economy doing what it’s doing, even the most positive individuals are stressing from lack of customers.  It’s making people revert to bad selling habits that can only backfire and potentially ruin a longer customer relationship.  Even though I’m a marketer, I’ve been a sales manager and we all know in small business, Everbody’s Got To Sell.  Here are some observations and remedies for your jangling sales nerves.

Desperate Times - If you are approaching everyone you see looking for an opportunity to sell yourself, you probably reek of desperation. When have you ever bought from a desperate person, except maybe out of pity?  Desperation make some people a little crazy because they are focusing on lack.  I truly believe you get more of what you focus on. While it’s wise to review the numbers, don’t dwell.  Accept them and start focusing on what you’re going to change in your sales process to move them up and eight. 

What Time Is It? - Do you look at your watch or do you launch into the history of Greenwich Mean Time?  I’ve said it before and I’ll say it again – no one cares about your business, only what it can do for them. Almost everyone in business, particularly those with complex products or solutions has certain industry jargon and information that is way over the head of your target.  Occasionally, someone wants to learn all the details before buying but certainly not in the first meeting.  Check yourself next time someone looks away while you’re talking or seems glazed over.  What are you saying right now?  You’ve probably launched into an overly complex description or a sales pitch before qualifying the person.  

Respect People’s Time - Countless people feel that being granted a meeting means open season to take as long as they can keep you.  (I now make a point of sandwiching certain meetings together so I can make a clean break.)  If you are given the opportunity to pitch someone have a planned end time, remind the person that you intend to be done by that time and stick to it.  If it’s informal, like a networking coffee, don’t plan any sort of formal pitch.  

Snap Out of It – It warrants repetition:  No One Cares About Your Company!  They only care what it can do for them.  If you honestly think all people want to know the explicit details of your process, I recommend you get out of business and go into teaching. Everyone will be happier.  If you can swallow this hard pill, then figure out what you offer that is exponentially better than anyone else in your field.  Benefits and results first; signed contracts later.  

You know you will run into people: at lunch, networking, on weekends, online.  Plan for those encounters in advance.  You certainly can’t expect to close a sale in a first meeting.  Think about these casual meetings in advance so people actually will want to talk with you at parties instead of looking for a way out of a conversation with you.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.www.paulapollock.com

Celebrate Your Marketing Failures February 25, 2009

Years after I was entrenched in the marketing business I read a statement from the renowned marketing curmudgeon, Dan Kennedy that said, “If you don’t like failure, don’t go into marketing.” Truer words were never spoken. Fortunately, like the concept in the Disney movie Meet The Robinsons, you don’t learn anything from success, but failure teaches you loads.  They applauded failure and asked, “what did you learn?”  Good businesses learn from their screw ups.

Be Fearless – No one has ever gotten anywhere by being a wimp.  If

Instant star or risk taker?

you’re going to show up – show up big!  No one buys anything from someone they don’t know. No matter how soft spoken you are as a person or a business, your marketing needs to be loud – metaphorically speaking.  Take any celebrity, famous athlete or entrepreneur gone big.  They stuck their necks out before they become big, took risks, made bid mistakes, but we laud them for their eventual success.

Embrace Criticism – I have thicker skin than most, but I coach my clients to grow some quickly because once we gain traction someone is bound to criticize you. You must accept this as success! I love it when I strike a nerve with someone because I’m still getting their attention.  Sometimes, that person just wants to complain.  Others have a definite point to consider.  Recently I had an email exchange with someone who raged at me for something she mis-interpreted.  I answered in a firm and real way – not by pacifying her like a phone service reps.  Now she probably won’t become a client, but her take away will be better than had I ignored her completely.

Fail Spectacularly – With risk comes reward — or failure.  Marketers are often given a bad rap because business owners think paying us represents an investment in X number of clients.  If you want big rewards you either take bigger risks or take a lot more small risks across more media. (This is why I screen clients, because if you come to me with a half-baked concept without doing the hard work around targeting your clients well all the firms on Madison Avenue couldn’t help you.)

Analysis For The Un-Trained - The new product launch was a flop.  You got a fraction of your projections.  You need to dissect the entire launch starting with the product and projections. Other than your mother and friends, did you poll your current clients to determine whether this was something they wanted?  Who specifically were you targeting?  Was it everyone with a car in a 100 mile radius or people with 1985-2002 Dodge trucks?  Why did they NEED this product?  Was it presented in a way that made them run right out and buy?  Was it packaged with other specials and bonuses? And, I haven’t begun to look at the advertising distribution.

Get the idea?  You must dissect the failure piece by piece, which is usually very difficult for the business owner to do.  Get a pal to help you - particularly if that pal is a “half empty” person.  Better yet – invite 1985-2002 Dodge truck owners for a free lunch and ask them directly.  Just don’t blame us marketers if we aren’t involved from the very beginning!  We really do want to help you succeed.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com

Marketing Media Mix: Sales Success Starts at 8 February 18, 2009

The average business uses 3-4 different media for their advertising, marketing and publicity.  This includes your website, brochures, print ads, blogs, etc.  The really interesting statistic is that very successful

Marketing safaris on Second Life

businesses use 8-10 different types of media. This isn’t over time.  It’s concurrently!  Where does your business fall in the media mix?  It’s time to break outside your comfortable box and take some risks with your media choices.

Cost is Relative – Almost immediately business owners start thinking, “That’s going to cost a lot.  The economy stinks.  I can’t afford to add more expenses.”  That’s looking at this from a traditional perspective and that’s why most businesses stick to 3-4 media you can afford and are comfortable using.  There are countless ways of getting the word out without paying a thing. They usually involve more sweat equity than dollars and when paired with well targeted copy and calls-to-action, they can be effective.

Consistency of Brand and Message - No matter what you use, your message and brand need to be consistent.  There already are a lot of businesses closing up shop and I guarantee there will be even more that will open AND close in the next year.  So many people are resorting to entrepreneurship without any training or guidance. They will fall prey to inconsistent messaging and slick ad sales people.  You must set yourself apart from them and maintain a solid image throughout this economy.

BE The Prospect - In order to choose from this litany of options, think like your prospect and ask yourself if you would be found using this media regularly.  Cross out all the no’s.  Then with the list that remains, focus on the top ten most likely media you would come in contact with or seek out frequently.  That should get you thinking beyond the same old stale media you and all your competition keep using.

Media & Marketing Vehicles - Here is a partial list of vehicles, media locals and general strategies.  See how many you are using or would consider.

Affiliate Marketing, Article Writing, Billboard, Blog, Brochures, Business Cards, Cable TV, Catalog, Chamber of Commerce, Contests/Giveaways, Consultation/Estimates, Digg, Direct mail, Ebooks, Email, Facebook, Formal Networking Clubs, Gaming, Guest Expert Interviews, Infomercial, Informal Networking Events, Interactive Marketing, Lions Clubs, Local Religious Group Publications, Mobile – SMS, My Space, Newsletters, Philanthropy Sponsorships, Promotional, Radio, Reports, Retail, Rotary, Search, Second Life, Seeding/Viral Marketing, Seminars, Shopping Carts, Shopping Networks, Speaking Events, Street Stunts, Team Sponsorships, Trade Shows, Twitter, Video, Websites, WOMM

Try Something New - But, don’t just jump into something because it looks cool or is affordable.  Consider your target market and where they will find you. Without that component you have lowered yourself to the ranks of mass marketing which means you can afford to throw money away for low ROI or you are really not sure who your client is.  Don’t take a single marketing step until you have your target nailed down.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com

Are You Brave Enough for More Sales? February 11, 2009

Entrepreneurs and business owners are by nature courageous people. They overcome tremendous odds and ignore nay-sayers with frequent regularity.  So, why am I hearing so many of them cowering during this downturn? Now is not the time to lose your marketing nerve. You know you must focus on what you want, not on what you don’t want.  If you are content to wallow in self-deprecating pity, stop reading because the rest is going to slap you down.

Enough Whining, Already – If I hear one more excuse related to the bloody economy, I’m going to scream!  Let’s just get this out right now.  The economy sucks.  It’s sucked before.  It will suck again.  It does this over and over.  Quit whining and start winning!

Small Business Renaissance – You should be studying history, not the nightly news.  If you were, you would realize that small, service oriented companies and aggressive start ups thrive in this type of economy.  We are nimble.  We don’t have stock holders. After historically down periods the mom-and-pop businesses who focused on personalized service and bold, aggressive marketing and expansion not only survived, but thrived!  Are you a thriver or merely a survivor?

Are Your Prospects Noticing You? Knowing your ideal client is always the first step.  (I have blogged, seminared and coached this topic to death.  If you are not doing this – shame!  I’ve given you countless opportunities to learn it.)  You need to get bold with your marketing. Lying in wait using the same conservative strategies and media will most certainly lay you out for your competition to feast upon.

I absolutely love the jarring ad I catch almost every morning on one of the kids channels.  It starts with an older, loving couple in front of a fire and the voice over is talking from the husband’s perspective about all the wonderful things his wife does and that he should give her the gift she really wants…a polio vaccine.  The ad is for a social gift giving service and I love it.  It’s perfectly targeted:  parents of kids watching TV in the morning, probably getting ready for work and school, demographically older kid shows thus parents are older and are probably over the flowers and chocolate stage of gifts, plus it’s jarring!  He hands her a hypodermic needle and she looks lovingly into his eyes and tells him it’s just what she always wanted.  Now that’s bold!  You have my attention!  I give my clients social gifts each year.  You can bet I’m checking them out this coming year.

Be Brave – It takes extreme courage to produce this type of ad.  The key is to make sure you maintain the important pulling elements that get you more prospects in the ad.  You always need to consider your ideal client wants and your call-to-action. We all see entertaining ads that don’t work.  Usually, they try too hard to be funny and forget their goal to convert.  You can be brave and bold but stay inside the rules that will gain more customers and you can have the next great campaign that people thought was crazy.  And, you can laugh all the way to the bank.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com

Goals 2.0 – Is Your Brain On? February 4, 2009

It’s pretty predictable:  we set a bunch of goals early in the year with the best intentions.  This year is going to be better, different, profitable.  Then about the time Super Bowl rolls around, we blow our diets and realize it’s not the only thing we’ve blown. Instead of forgiving ourselves, we give up and chalk up another year of irrelevant New Year’s resolutions.  You know the reason we do this every year?  We don’t have the courage to change what we say inside our heads.  We let ourselves believe that we are stuck with ourselves.  2009 is time for a divorce!

The news is all doom and gloom.  Oprah is on her 3rd show about saving money and clipping coupons.  Mass depression is selling and the world is buying!  Let’s break free of the hypnosis and revisit our original goals.  What’s your reason behind each of them?  Drill down to the emotional reason and feelings you would have when you have achieved these goals.  If you are not re-energized by each one, they probably aren’t that compelling for you.  Back to the drawing board.

Once they are really compelling, it’s all in your head.  Make sure your brain in on.  Because, the saboteur is you! Belief that you can and deserve to have the things you made your goals is what many preach and they are correct.  However, if you ever learned to throw a ball or ride a bike you know it’s rearranging the skills you already have to form a new pattern. So, you really can do all these things.  You just haven’t imagined yourself arranging your current abilities that way.

E.g. Procrastination: If you find yourself procrastinating a particular project, sit with yourself quietly for a minute.  Ask yourself why you really don’t want to do it.  It’s probably something you’re not sure about or afraid to try.  If it’s that extra helping or dessert, stop again and ask yourself about the reasons you want to lose weight.  Perhaps you have a reunion or a health directive that’s more important.  Controlling your self-talk, not allowing your bratty little ego to weaken your focus and finding bigger reasons to change your outward behavior and inner yap is how to succeed.

Darkest Before The Dawn: For a while, I actually became very fond of the occasional bouts with my ego.  Before you call me a hypocrite let me share. Without fail when I would have a “poor me” moment, the next day something amazing would happen.  The great part is now I have very few of those moments because I’ve learned my ego is idiotic and wrong.

To Do:

1. Pay attention to what you’re thinking when you fall out of the new-and-improved vision you have of yourself,
2. Study the why behind it for a minute without judgment, and
3. Accept that this is something you need to overcome instead of throwing in the towel.

You’ll have a much greater chance of making it further this year than any other with any goal.  When you can be gentle with your former self and lead your bigger self to choose new behaviors, you will make small steps towards your big goals.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com

Effortless New Revenue Streams January 28, 2009

There is something I really love about down economies:  businesses really start thinking outside the box.  I’m not talking about the big, layoff kings. Small and medium businesses start taking risks, looking for new opportunities and asking me, “What else can I do to get new business?”   Some business models seem stuck in a cul-du-sac for most.  The question I pose my clients is, “What non-competitive businesses want your clients?”  This is where we find the FREE MONEY – affiliate programs!

Now, it’s well known that I came up through the ranks of corporate partnership programs. I saw first hand how poorly these mega-programs ran.  A very few mega-agents or resellers made all the money and got all the attention. Hell, their executives dictated how the programs were run.  It was as corrupt as a Blagojevich PR campaign. But, a smaller affiliate program run by businesses that have integrity could be your cash cow.  Is there a service you always wanted to offer, but you don’t have the knowledge?  Would products be a great addition to your service offerings?  Or, do you have something others wish THEY can offer?

My Challenge or “Homework”:  We all network or have preferred professionals we send business to and receive from.  What can you offer their clients and how much can you incent them to always send those clients to you?  Do they have something your clients would most certainly buy?  Are they open to a paid referral program?  (No? Send them to me – I’ll nudge them for you.)

Market to Your Potential Sales Staff –  Do not ignore the shift in your target audience.  When you discuss your program or talk to someone about their’s it’s still what’s in it for them.  If you are intending a program of your own, be sure to offer a good incentive and easy access.

Think behind your usual boundaries.  Those who do will find immense opportunities that will propel them well into the prosperity that awaits beyond the downturn.  And, if you share my target audience – small to medium businesses – check out my Affiliate Program.  It’s quite lucrative!  http://www.paulapollock.com/Affiliates.html

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up.  www.paulapollock.com

Soft Sell Marketing Follow Up January 21, 2009

Pull marketing will get prospects “in-the-door”.  Some of these prospects will find your products/services interesting.  And, fewer prospects will be interested enough to sign up for an email, visit your store, or call for more information.  What you do next is critical and can make or break your sale to these last few interested prospects.  Systematically following up in a non-salesy way is the key to this numbers game.

Information Gathering - It’s painfully simple.  Ask some general questions about their needs.  No need to be a silk tongued salesman.  That won’t work.  Better to show genuine concern for your prospect’s questions. Very few people buy without doing at least some research.  If the person appears to be a browser, not ready to commit or yours is a naturally longer cycle, you need some vehicle to gather their contact information so you can continue the process.

Low Risk Offer - Determine something of value to this prospect that costs very little to provide.  It must be something of specific interest to them, not something you are trying to get rid of.  It could be a contest to win something or weekly tips they would want to know.  The trade is that they give you some contact information in return.  “But, people give fake information.  What do I do about them?”  This is the beauty of e-zines or e-newsletters: those who give you phony emails will bounce and you don’t waste another minute with them.  Besides, if they do that they aren’t a prospect you want to spend any time with.

E-newsletters – Although they are more prevalent today, sending a weekly e-newsletter is still a great way to stay top-of-mind for your prospect.  If you have their address, sending a hard-copy newsletter monthly is a great way to stay ahead of your competition.  Either way, if you are including high value content for your prospect your open rates will remain high and you won’t have many opt-outs.  As long as you keep up the weekly mailing, you have a nice follow up system.  Anything less than once a week isn’t worth the effort.

Direct Contact – By far the best scenario is meeting someone and getting that person’s card.  If they express any interest in potentially working with you, ask permission to put them on your e-newsletter so you don’t get a reputation for spamming.  It never fails.  Every time I attend a formal networking meeting where my cards are passed to all the members, someone will inevitably put me on their e-newsletter.  Just because you are in the same room and have my card doesn’t assume I have opted-into your list.  Big no-no.

Low-Hanging Fruit - People that express interest should be added  to a regular follow-up list.  One day each week, spend time following up with some of your prospects.  Spread them out over time and continue to stay in touch. Just checking back will keep you in a professional light with them and over time you will close more of this business.  Keep track of the clients you convert and start watching your statistics.  Pretty soon, you will know that your average prospect takes X weeks to close or needs to be contacted X times before signing.

Selling cycles are lengthening across all industries in this economy and signs don’t show much change in 2009.  Stay on top of the interested parties.  People are still buying; still in need.  Be sure you are there when they’re ready.

Paula Pollock is Director of the Pollock Marketing Group:  helping business owners attract consistent clients with less effort.  To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” CLICK HERE and sign up. www.paulapollock.com