What’s Your Excuse?

During one of the earlier episodes of the television show "Married with Children", the character "Steve" from next door lost his job and was forced to look for another.   Well, Steve decided he liked goofing off MUCH better than he liked working.  However, rather than admitting this fact to his wife Marcy, he instead would tell her he was looking for work when instead he had spent the day at the zoo.  In response to her query about his job search for the day, Steve regales her with the reasons he heard for his supposed "rejections" from potential employers, "I’ve heard it all: too smart, too educated… too good looking!"

I’ve had a couple of people regale me with similar "silly" excuses for their reluctance to get on board with the latest in communication technology.  Whether it’s a posting to a blog or learning to use a cell phone that shoots and sends video messages…. your advanced age is NOT an excuse.  Technology is not just for the young… but it may well be for the young at heart.

Cross Media/Transmedia Entertainment says it best in the post If 91 year old Mavis from Mudgee can do it…

Make like a scout and be prepared

I have a client who is truly a dynamo.  She is a registered dietician who is passionate about helping others become fit and healthy.  She came to me for help BEFORE she launched her coaching business, which in and of itself illustrates her incredible forsight.

So, we got to work preparing her business for launch.

  1. We registered a descriptive domain name.
  2. Her talented son created a logo.
  3. We launched an attractive and professional blog.
  4. She had a professional portrait taken and we put it on the site.
  5. We set up a newsletter with a "legal bribe" to encourage blog visitors to sign up to hear more from the client. 
  6. We created a compelling "warm" letter for distribution detailing the specifics of my client’s new business.

Last weekend, a collegue of hers contacted this client to let her know about his own radio talk show on Sirius radio. His show is on a health related topic so it’s a perfect fit for her nutritional behavioral coaching business.  She sent him to her web site (a.k.a. blog) where he saw not only an attractive, professional design but he also saw relevant content.  The result?  He mentioned her web site address on the show and encouraged his listeners to visit the site.  As a result, her traffic figures showed a significant spike.  

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A Really Scary Word: Consequences

A great post over at the Runner’s Lounge in Running Has Its Consequences.

While the word consequences does indeed have a "bad boy" connotation, according to word smyth, the word consequences simply means:

1.    that which follows; result.

2.    the conclusion drawn from a logical argument; inference.

 3.   importance or significance.
       Example :an issue of great consequence.

Whether you’re running, blogging or building a business, your actions (or lack there of) are going to have consequences.  Whether those consequences are pleasant or painful really is decided by YOU.

No one (in their right mind) who is overweight and out of shape is going to sign up to run in a marathon.  Instead, competing in a marathon or triathlon begins as an idea.  Then it moves from being an idea to being a GOAL.  Once it’s a goal, then you begin working towards the goal.

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Who are you to tell me what to do?

I got an email from a client in which I discover this client is now working with a "business development coach".   In her email she writes:

My business development coach said that I shouldn’t respond to any blog that doesn’t have a Page Rank of at least 4.  He says Google robots check contact validity, and if I ‘hook up’ to a weak blog, that my Page Ranking will ultimately suffer.

Oh how I HATE it when this happens. 

My first draft back to my client went along these lines:

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Video: Images + Sound = Impact!

Marketing is all about communication. It’s all about communicating your company’s products and services to your potential customers. There are many way to communicate with your potential customers about your company’s products and/or services:

  • brochures
  • newspaper ads
  • radio advertisements
  • television ads
  • billboards
  • direct mail
  • web site
  • email

As you look at the list, you’ll see that are many methods you can use to communicate with your potential customers.  Even if you’re not a marketing professional, you know it takes more than one "shot in the dark" to connect with your potential customers. The more often you can "connect" with potential customers, the better your chance at enticing them to come visit you either in person or on the web.

Video has always been a powerful communication medium. Video allows you to use visual AND audio to deliver your message. According to the Harvard Business review, studies show that people remember only 20% of what they hear, and only 30% of what they see. However retention rates skyrocket to an incredible 70% when subjects were tested on retention of what they hear and see. With this in mind, it’s no wonder why video is such a powerful communications tool.

Way back in 2003, when I began writing my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results, I spent a lot of time talking about Minor Sales and Major Sales. You can read more about Major Sales vs Minor Sales here, but in a nutshell, the key element for almost any business, especially one dealing in Major Sales is building trust.

Being trusted by your customers or clients is essential for business success. It takes a certain level of trust just to get customers or clients to pick up the phone and contact you initially.

There are a lot of elements that go into building trust with your potential customers.

  • Building trust is the reason why you invested in signage for your brick and mortar store. The store that doesn’t have permanent signage in place is fighting an uphill battle in trying to win customer confidence.
  • Building trust is why you want to have a professional looking web site, because many customers will visit your web site before they make the drive to your store.
  • Building trust is the reason adding video to your first point of contact with potential customers is so essential to your marketing success.

It used to be that merely HAVING a professional appearing web presence was enough to gain customer trust. Now you need more. The bar has been raised yet again. Companies on the cutting edge realize that including video clips via the web is a powerful way to gain confidence before your potential customer picks up the phone.