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Archive for the ‘PR/Marketing’ Category

Wednesday, April 28th, 2010

Melissa Cassera’s Awesome PR eBook – And It’s Free!

If you have a small business, you will eventually want to start getting some press. Press is a great way to get your company’s name out there, gain credibility, and hopefully lay the ground work for building a customer base. But there’s a lot more to it than emailing a local reporter. PR is an area that I believe your money is well-spent, when you find the right person, but it can be very expensive. And even if you can afford it, how do you know who to hire?

One of the best resources for getting the PR fundamentals is Melissa Cassera’s free eBook. She covers everything from creating press materials to contacting the media, and more. I love this book and have used it extensively to create press pitches. The book contains all the information you need, but if you feel you want a little more help, she also offers a couple of other great eBooks ($39.95), and has some affordable coaching options.

Yesterday I wrote about how to approach learning the different aspects of your business, and here’s a good place to start. Whether you plan on doing your own PR, working with an assistant, or hiring a professional, this eBook gives you the information you need to maximize your efforts.

Tags: Melissa Cassera, PR
Posted in PR/Marketing | No Comments »

Wednesday, April 21st, 2010

The Power Of Humor

Using humor in your advertising and marketing can be very successful. Humor is defined as the quality which makes something funny or amusing. But, what one person finds funny, another may find offensive, and yet another may not get, at all. So you must understand your target audience. But that’s a topic for another day.

Today I want to talk about why humor is so effective. There is, of course, the obvious reason, that people enjoy laughing. So they’ll warm up to a company that is good at being funny.

But the persuasive power of humor goes beyond that. It also lies in the incongruity or absurdity of the event. This is obvious in the example of when you are having a heated discussion with someone, and something unexpected and amusing occurs that makes both of you laugh. When you resume your discussion, frequently you will both be more accepting of the other person’s position.

This happens because during that split second of “unexpectedness” our brains are open to suggestion. The attention is grabbed by the unforeseen occurrence, and the brain’s cognitive function is disabled for a very brief moment. And during this moment the brain reframes how it perceives what’s in front of us. And this applies not only to funny events, but to any moment that we're caught off guard.

Use this knowledge the next time you’re putting together an ad campaign, or having a disagreement with a vendor. Humor may just give everyone the right perspective.

Posted in Approach, PR/Marketing | No Comments »

Wednesday, April 7th, 2010

People Love A Deal

Or to be more accurate, people love to feel like they’re getting a deal. The psychology of this is evident when people spend tons of money at a sale on things that don’t really need, and then describe the experience in terms of how much money they saved, not how much they spent.

Psychologists at the University of Pennsylvania conducted an experiment using loyalty cards. Patrons of a car wash were given one of two different vouchers. Both promised a free car wash after eight visits, but one card had eight blank circles, while the other had ten circles, with the first two already filled in. This card made the customer feel as if they were already ahead, and also made the company seem as if they were generously donating these first two visits.

78% more of the customers who received the ten-circle cards completed the promotional requirements. The two freebies implied they were already on their way to completing the necessary visits, so they immediately felt invested in the process. And they perceived they were getting something for nothing. A similar approach is the buy one – get one free.

If you are truly offering a deal, use this information to help you gain customers for your business. But do not use it to manipulate people into believing they are getting something of value, if they are not. This information can help you make sales, but it is also a cautionary tale. When you have that intense desire to buy something, and feel that if you don’t do it now you’ll actually be losing out, step back. Then take a few deep breaths and really evaluate your potential purchase. If you still want it, get it- if you can afford it. But if you have any doubt, walk away. (How’s that for conflicting messages.)

Tags: sales psychology
Posted in PR/Marketing, Selling | 4 Comments »

Tuesday, April 6th, 2010

Getting The Most From Networking

Lately, I’ve been talking a lot about getting offline to maximize your online connections, but you can also enhance your online connections with in-person networking events. It’s nice to get on your computer afterwards, and find your new friends on Twitter and Facebook.

There’s a reason you are taking the time (and sometimes money) to network. In order to make the event worth your while, determine what this reason is. I recently met a woman at an event, and she said she was there for the food and to get out of her house for a few hours. She works from her home, buying and selling property, and had no need or interest in building a network, which is fine. She knew why she was there and she made the most of her time.

Many people, though, are there to specifically build business connections, or expand their potential customer/client base. But showing up and passing out cards is not going to get you very far. And just collecting cards won’t help you much, either. Here are a few tips to help you actually connect with people that are right for you.

*Do not pitch your business. No one is there for a hard-sell and people will start avoiding you.

*If you attend an event with friends, spread out. Huddling in a corner, catching up with each other, is not going to help you build your business network.

*Find out what people used to do. This information can lead to additional ways you can help them, and vice versa. (I love this tip.)

*Be prepared to write on people’s business cards, if it’s someone with whom you want to stay in touch. You can quickly forget who’s who after meeting so many people.

*Connect within a few days of the event. If you wait too long, they may not remember you, or it may come across as insincere.

Like every other aspect of business, creating connections takes time and effort, so make sure you’re investing in relationships that are meaningful to you and your company. Not everyone is a fit, personally or for your business, and that’s ok. When building a network of people, quality is definitely more important than quantity.

Tags: networking
Posted in PR/Marketing, Social Network | 1 Comment »

Wednesday, March 31st, 2010

KISS – Keep It Simple, Stupid

I love this acronym, although I’m not crazy about the word “stupid”. When trying to make a sale, or deliver a message, simplicity is your best hope of getting your point across. When communicating your message, of course you want to use well crafted sentences. But, when designing you website, newsletter, or advertisements, clarity goes beyond the words you use.

In 2008, psychologists from the University of Michigan performed research to determine the effects of perceived complexity. A group of students were presented with two copies of a recipe for Japanese rolls, one printed in Times New Roman and one in Brush. They were then asked to judge the difficulty of the recipes. The students decided the recipe with the more elaborate Brush typeface was more difficult than the recipe printed in Times New Roman. And the students were less likely to even try to prepare “those” Japanese rolls, even though the recipes were identical.

The brain takes information in from many angles. If presented using intricate font, the associated information will usually be tagged as potentially complex. Because we are constantly bombarded with data, our brains helps us out by using broad filters. Keep this in mind when putting together anything with a visual aspect for your business. You don’t want people leaving your website or deleting your newsletters because they are too cluttered, busy or frilly. I know it can be fun to play with all of the available fronts and colors, but make sure your not driving away your potential customers.

Posted in PR/Marketing | 4 Comments »

Wednesday, March 10th, 2010

Craft Fairs & Art Shows As A Marketing Tool

If you’re just starting your product business, arts & craft shows, gift fairs, etc… are a great way to test the viability of your product. You will get instant valuable feedback, even if that feedback is zero sales. Also, selling at these types of events is a relatively inexpensive way to gain visibility, build a customer base, and promote your online store.

Start at local farmers markets and annual shows in your city, and if you get favorable results, expand your reach. You can get a comprehensive list of these types of events from Craftmaster News. The annual subscription is $48.95 and includes 6 bi-monthly printed issues of the publication, e-mail updates of the latest event information, and online access to their entire database of events (updated daily). And maybe you can split the cost with one or two other business owners, to make it even more affordable.

The list includes arts & crafts shows, street fairs and festivals, county fairs, state fairs, home and garden shows, farmers’ markets, antique & collectible shows, music festivals, car shows, holiday gift fairs, and more. There are two separate lists, one covering the Western U.S. and another for the Eastern U.S.

Once you’re up and running, you need to get the word out about your product. I think this is a good way to go for some businesses. Try a local event first, and if you see some marketing benefits, check out the Craftmaster News list. You have 30 days to cancel, so it’s as low-risk as you’re going to find.

Posted in PR/Marketing, Selling | No Comments »

Wednesday, March 3rd, 2010

Listen To The “Experts” But Don’t Lose Sight Of Your Path

Whether it’s marketing, social networking, PR, or sales, there are a lot of experts out there. And every 12 to 18 months, a new star is born. Everyone worships at their altar – for a while, anyway, until the next “business genius” steals the spotlight. I believe many of these people have a lot to offer. Their experience and knowledge gives them a certain perspective, and this insight helps people who are trying to get their business up and running.

But I believe we all need to be selective when taking the advice of others. Not necessarily everything someone else has done will work for you. Your business and goals are unique, so an approach that propelled them toward their goal could actually put you on a detour away from your goal.

So how can you avoid that? Get clear on what you want your business to look like and what you want it to do – for you and for your customers. Once you know what this means for you, step onto your path with confidence. Then you can easily determine what will assist you in reaching your goal. There is so much good advice out there, but treat it all like a buffet or dim sum. Take only what will work for you.

Tags: entrepreneur, experts, homebased business, marketing, micro business, small business, startup
Posted in Approach, PR/Marketing | No Comments »

Wednesday, February 24th, 2010

You Need To Have A Website & ChooseWhat.com Makes It Easy

If you already have website, go back to what you were doing. If you don’t, there is a site that can help you get set up. Like anything else that’s new to us, setting up a website can be intimidating, and frustrating. If you have a business, though (any kind of business) you need to have a website. It gives you credibility, and will help you market your product or service. There, your customers can find out about your company, get contact information, etc...

ChooseWhat.com offers a “build-your-website” option that is incredibly easy to use. You start by selecting an “information only” site ($9.99/month) or a web store ($24/month). You are then literally stepped through the process. The price includes a domain name. And the first 30 days are free, so check it out before committing.

Here’s what you’ll see:

Get Started.
a) Create a free account.
b) Choose your layout and color scheme.
c) Choose your domain name.

Add Pages to Your Website.
a) Customize your Home page.
b) Customize your Contact page.
c) Add supporting pages

Create Logical Navigation.
a) Create main navigation links
b) Create secondary navigation.

Enhance Your Website (optional steps).
a) Customize your header and logo.
b) Change your layout.
c) Change your color scheme.
d) Get your website listed in search engines
e) Add images, video and other multimedia.

Everything in this guide is straightforward and easy to understand. As you click on each task, you are given a full, clear explanation of what you are doing, and why. You should be able to create your website in an afternoon.

Having an online presence is so important. You are missing out on opportunities each day that you wait. So give it a try, because the need for a website is not going to go away.

Tags: entrepreneur, homebased business, marketing, micro business, small business, startup, website
Posted in PR/Marketing, Small Biz, Web/Tech | No Comments »

Tuesday, February 23rd, 2010

Don’t Get Ahead Of Yourself

Getting caught up in the excitement of starting your own business can cause you to get ahead of your self. It’s a common mistake, but you may pay dearly for it.

Starting a business is part hard work, part lots of fun. Unfortunately, in the beginning, there are bigger doses of hard work – getting your website up and your shopping cart in place, registering for tax ID numbers, not to mention preparing your product or service. So it’s understandable that people want to jump into the much more satisfying activities of marketing and PR, but don’t take these steps until you’re ready.

First, if you hire a marketing or PR person before you’re ready, you’ll be wasting your money and their time. And, second, even if you’re doing these things on your own (I love DIY!) you could be caught with your pants down, so to speak. If clients, journalists, and sponsors coming knocking before you’re ready, you will look amateurish and create a reputation for being unreliable.

I once jumped into a marketing opportunity before I had my vendors lined up. A huge order came in from this and I suffered a sleepless week getting the work done for my new customer, with the added pleasure of paying a subpar vendor a fortune for a “rush” job.

If your dream client/PR contact called you, would you be ready? If the answer is, “Yes, but I just need to ______”, then the real answer is no.

I get it. It’s thrilling to go full steam ahead, but you have to make sure you have something to offer before inviting the world in. It is easier to build a strong reputation from a clean slate, than it is to repair a damaged one. So clean house, get your ducks in a row, or whatever other metaphor you would like to use, then get out there and show the world what you’ve got.

Tags: entrepreneur, homebased business, marketing, micro business, PR, small business, startup
Posted in PR/Marketing, Small Biz | No Comments »