Simplify Before You Amplify

Posted on February 13, 2012 by admin

The number one marketing secret I wish I had learned at the start of my career as a solo-entrepreneur; simplify then amplify. So many small business owners (myself included) over complicate their services. We are so eager to share everything that we do with potential clients that we often scare them away with too much information.

{In case you wanted a peek inside my brain – this is how I plan blog posts, I’m a very visual girl!}

When I started my first business (creating specialized maternity and baby products), I would try to tell the customers at my trade show booth about every single item that we made, and show them every colour and size available; in the process I would lose their interest, and sales. About 2 years into the business I had a light bulb moment: people didn’t want to hear about all my latest and greatest creations, they wanted to hear about the one that they needed, at that moment, in the simplest description possible. As soon I shifted my focus to simple, concise descriptions product sales went up, and promotion became so much easier.

In my communications business, I’ve tried to simplify the process from the start. Rather than going into a long-winded description of all the “custom” services that we can provide, we’ve created a handful of service packages that target specific clients. For example: small business public relations, trade show marketing, celebrity gifting, social media content development, done-for-you social media services and so on. Each package that we offer fits a certain target demographic and is easy to explain and understand. All I have to do is ask the potential client a few key questions and determine which package best fits their needs, it’s simple. Trust me, giving someone one or two, well thought out suggestions is much better than cherry picking from an assortment of services.

Think about how you can apply this in your business. If you are a financial planner, create a package especially for first time parents; life insurance check-up and working with a lawyer on a will. Or a business coach might offer a quarterly goal setting program with monthly check-ins, focussing exclusively on the business bottom line. Whatever you go with, the key is to spell out exactly what is included, how much time you will give the client (project), and how much it will cost. Once you’ve simplified it, going out there and promote the heck out of it, in other words; amplify it.

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Put Your Stamp on It!

Posted on February 1, 2012 by admin

I truly believe that the number one reason that solo entrepreneurs are successful (or not), is their personality, or personal brand. If I want to buy Tupperware, bookkeeping services, or even social media consulting, there are hundreds of choices. What is going to be the final deciding factor for me is; how I feel about you. Or more importantly, how you make me feel about you.

A simple way that you can make someone feel special and be remembered at the same time is, to put your stamp on everything you do. (I’m not talking about literally stamping your interactions; this is a figurative concept.) Take some time to create a visual, or written signature that clients will always associate with you, and then infuse it in every touch point with your potential and current clients:

Let’s use me as an example, here are some of the ways that I display my personal brand:

Through what I wear: it’s usually bright and memorable, as seen here
How I address people at networking events: use their name, be personable (and in my case give out a lot of hugs)
Send handwritten notes to the people I meet: that is, whenever I can track down a mailing address
Send thoughtful emails: after networking events, sales calls, completion of sale, and sometimes just because I haven’t talked to someone in a while.
On social media: the best way to see this in action is on my twitter feed. You’ll see posts about marketing, motivation, small business, and fashion.

The most important thing to remember here is to be authentic. You don’t want to create an online brand that you think matches your industry or business, because you already have a personal brand within you. Never do or say anything in your business or online interactions that doesn’t feel authentic, because people will figure out if you are being a fake. Instead think of what you are really passionate about and start sharing it. It doesn’t matter if your business is a barber shop but you want to blog about fly fishing, as long as you are passionate about it, people will be interested.

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Is Pinterest the Right Choice for Your Business?

Posted on January 31, 2012 by admin

For the last few days I’ve seen a lot of posts about the rising popularity of Pinterest and a sudden surge of interest in how to use it for your business. As a sort of early adopter of the virtual pin board service (I started using it in October), I have mixed feelings about this. On the one hand, I can see the value of positioning your brand on Pinterest and creating a community around it; but at the same time the culture is really not about advertising and marketing, and I’m not convinced the users will accept it there unless it is forced on them some how.

To back things up a bit further, the primary users of Pinterest are women, ages 25-54, involved in creative fields like; wedding planning, art, floral design, fashion, and blogging. Before you ever place a pin, it would be a good idea to consider if this is even your target demographic. And if it is, you need to be respectful of their creative space if you are ever going to turn your investment of time in Pinterest into a valid branding or marketing opportunity.

So what is the right way to use Pinterest for solo entrepreneurs? Just like any other social media platform; with authenticity and integrity. Don’t sign up and then start plastering your boards with promotional images and links about your business and products. Take some time to look around the site and see how people are using it; understand the culture before trying to take it over. Pinterest is a place to highlight your personal brand, not your products or services. For example, my boards show my love of fashion, sewing, food, and home decor, the only place my business is mentioned is in my bio:

If you do decide to hop on the Pinterest band wagon, use it as an opportunity to let your personality shine. People are probably not going to be interested in your bookkeeping service here, but they are likely to be all over your scrapbooking templates, or soup recipes.

Pinterest is still an invitation-only service. If you want to give it a try, please send me an email at raj(at)marketingthatmovespeople.com and I will send you an invite.

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Moving Out of Your Comfort Zone

Posted on January 30, 2012 by admin

Moving beyond your comfort zone isn’t a new concept in marketing and sales, but it is a difficult one to master. I’ve always felt that even the most confident presenters and master salespeople must struggle with stretching out of their comfort zone, even though is it already stretched past comprehension for most people.

As research for this post I read a lot of articles on ‘how to move out of your comfort zone’, but the information was a little vague. Most people understand that it’s going to be scary and hard, but that doesn’t help. Guess what, the only way that I figured out to make that leap outside your comfort zone: Just Do It (thank you Nike!)

Profound right? Well not really, but it is the truth. So I challenge you to pick one thing this week that you are scared to do; make that call, ask the question, what ever it is is, just do it. Trust me, you’ll feel much better on the other side, and your confidence will grow exponentially.

To get the ball rolling I took a giant leap outside my comfort zone last night and recorded my first You Tube video. The perfectionist inside me is dying a little as I post this so-so video, but that’s what happens when take that first step out of your circle of comfort.

Please take a minute to watch the video and share in the comments below what you are going to do this week that is outside of your comfort zone.

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Are You Surrounded By Connectors?

Posted on January 24, 2012 by admin

Over the last few weeks, I’ve had many conversations with small business owners that are trying to spread the word about their products or services but can’t understand why their ideas just aren’t taking off. The concencus seems to be that no matter how many networking events they attend, or how much time they spend on social media, their message just isn’t going far enough.

This got me thinking about Malcolm Gladwell’s book, The Tipping Point, and his theory on the role that connectors play in spreading ideas to epedimic proportions. By Gladewell’s definition; a connector is someone who knows lots of people and has a truly extraordinary knack of making friends and acquaintances. That sounds like at least one person that each of us know right?

The interesting thing is, we really don’t give enough importance to the connectors in our business circle. Quite often, people will focus on building strong relationships with prospective clients; but rarely do we focus on the connectors that can introduce us to multiple potential clients. If you really stop and think you can probably identify at least 2-3 people that fit into this category. They are the people that know everyone, and they have mastered the art of managing “weak ties”; friendly yet casual social connections.

Now that you’ve identified some master connectors in your social circle, what should you do? Reach out to them! These people aren’t only valuable because of the number of contacts they have, but who they are connected to. Because of their multiple and varied connections they can give you access to opportunities and leads that you could never reach on your own. Keep in mind though; you must build relationships with connectors before calling on them for a favour. Take the time to get to know them and establish a friendship and they will likely share some of their contacts before you even ask.

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Bringing Women to the Table

Posted on January 23, 2012 by admin

A few weeks ago I wrote about the importance of adding a feminine touch to your marketing campaigns so you don’t miss out on an entire section of your target audience. Today, I’m taking that idea one step further and asking you to think about the roles that you are giving the women inside your business and corporations. Some of you might wonder why I’m talking about women in the workforce on my blog about marketing. The simple answer is; because I can. This is my platform, and one of my intentions this year is to use it as a vehicle to get people thinking, and moving towards action.

Early last year I watched a TED talk delivered by Facebook CEO Sheryl Sandberg (I’ve shared it below) that really got me thinking about about the messages that we give women and men about opportunities and risks in our society. Sheryl talks in the cold hard facts about the reality that women today are not reaching their fullest potential, and sadly, aren’t really asking for the opportunities to showcase it either.

What can we do to help young women leave schools and universities confident and empowered to ask for what they deserve? How can we encourage women in the workforce to give it their all and reach for those top level executive positions? To be perfectly honest I don’t know what the answers to these questions are, but I would like to start a dialogue about it. I hope you will take a few minutes out of your day to watch this video, and comment with your thoughts.

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I Have A Dream

Posted on January 16, 2012 by admin

Today is Martin Luther King Jr. Day in the United States, and thousands of people around the world will be talking about Dr. King’s famous “I have a dream” speech. What I wonder though is how many of them have actually heard it?

I have to admit that today was the first time that I actually listened to the entire 17 minutes of Kings now legendary speech. In the past I’ve heard bits and pieces, but listening to the entire talk made me realize there was a lot more to that speech than “I have a dream.” My personal favourite quote; “Now is the time.” Even though King repeats that statement several times in the 17 minute declaration, I’ve never heard a reference to it before.

It was very moving to hear Dr. King talk not only about his great vision and dream for America, but also inspire his listeners to take action now. This is such a valuable lesson for anyone in business or in life. Everyone needs a great purpose, a huge goal to strive for, but at the same time, you’ll only reach your goal if you make an effort and act now.

What daily steps are you taking to reach you larger than life business goals? Are you waiting for the right time to act, or are you creating the right time and situation for your business to prosper? Remember; Martin Luther King Jr. didn’t just have a dream, he also put action behind his vision.

Interested in watching the entire speech? You can see it here: http://www.youtube.com/watch?v=smEqnnklfYs

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Visual Brand Statement

Posted on January 6, 2012 by admin

Branding is a real hot topic these days, and it’s not just for big business. If you are a one-man show, a consultant, or the head of a small business you need to promote your personal brand.

Each and every one of us is a brand, but we aren’t always showing our authentic selves or our true personal brand. In the coming months I will be converging my two online identities and linking all my content and social media platforms to one central brand; myself. As part of the process I’ve created this Visual Brand Statement:

Like 60% of the general population, I’m a visual learner, and seeing my personal brand laid out like this in front of me like this is really inspiring. This is a true representation of my authentic self and a starting point for my content plan, editorial calendar, and social media strategy.

I encourage all of you to take some time to think about who you really are and what your personal brand is this weekend, because that is really at the core of any good marketing plan.

PS: If you are having trouble creating a visual brand statement for yourself, I would be happy to help. Send me an email: raj(at)marketingthatmovespeople.com for more details.

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Intentional Marketing

Posted on January 3, 2012 by admin

Over the last several years there’s been a shift around how people are setting goals for the new year. We hear a lot less about resolutions, and more about intentions for the coming year. Personally, I prefer intentions to resolutions. Not only because it is a softer word without a negative association, but also because an intention requires you to be present, in the moment, and really think about the goal you are moving towards.

Following the same shift, I think it’s time that we get intentional about our marketing goals and strategies. Rather than thinking of marketing as a separate function or department of business, why not integrate it throughout all daily functions.

For me, intentional marketing is about being more involved and present in the act of marketing. Looking back at our marketing plan from last year I realized that many of the components would be the same this year, just stepped up, or amplified. Here are some of my intentions for 2012:

Be Conscious of What I’m Posting on Social Media – Although I never want to lose the social aspect of social media, it’s time to move past just chatting and hanging around. This year I hope to engage in meaningful conversations, ask questions, and share more valuable content.

Spend More Time Understanding my Client’s Struggles – Even though there are some similarities to the issues faced by small business owners, I intend to go deeper than that. I feel the importance of understanding the unique struggles of each of my clients and their business.

Make Marketing a Daily Function – Even though I work in the industry promoting marketing and pr services, my own business went through some feast and famine cycles last year. In the coming year I will make marketing a required daily function.

Please feel free to share your marketing intentions in the comments below.

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PR Lessons from Mom

Posted on December 12, 2011 by admin

A few weeks ago a friend of mine posted video on Facebook, it shows a mom desperately seeking out Michael Buble’s attention while he’s singing at a concert, and she keeps at it until finally he gives and asks her what she wants. Turns out her son is an amazing singer and it’s his birthday and he wants to sing with Michael. The singer in a moment of good fun expecting to entertain the audience a little gives in and let’s the kid up on stage to sing. This is where the magic happens; the kid can really sing (seriously it’s amazing, and Michael’s reaction is priceless!)

Watching the video got me thinking of how motivated that mom was to get her son on stage with Michael Bubble. She believed so deeply in his talent that she could move a mountain to get him a shot. Being a mother myself I can totally relate to that feeling of absolutely confidence and passion for your child’s talent, now imagine if we could take some of those lessons and apply them to our PR campaigns. Here are some of my top tips for PR that I’ve learned from moms:

1. Only Work With Products/Brands/Causes That You are Passionate About:

This can be difficult if you are a junior publicist or work for a firm, but if you have the ability to choose your clients, pick the ones you truly believe in. I’ve found it is so much easier to promote a product or service that I’m truly passionate about and believe in 100%. If you are a business owner and trying to run your own pr campaign, there is really no excuse for lack of passion. If you don’t believe your product no one else will.

2. Shamelessly Self Promote:

You aren’t always going to have your mom around to tell people how great you are, so you need to start doing that for yourself. No matter what business you are in, you need to get the word out about yourself and find a platform to promote your expertise. You may not be an amazing singer, but you might be the best baker in your community, or the greatest publicist of all time. Whatever the case may be, your not going to get any press or business if people don’t see your skills in action.

3. Be Persistent (Not Annoying):

In the example I used above, that mom did cross the line just a little and I wouldn’t recommend that for everyone. But at the same time; she knew her son was truly gifted so she had the confidence to stick her neck out. While I don’t encourage you to pester or annoy members of the media, there is nothing wrong with some persistence.

4. Aim Big

People are often scared to go after the big fish when starting a PR campaign, but the New York Times needs news just like every other newspaper out there. Of course you’ll need to have a well written pitch, a relevant story, and timing will always be key, but you’ll never land a front page story in a national daily if you don’t try to pitch them.

In case you’re curious, here’s the video that inspired today’s post…..

http://www.youtube.com/watch?v=o6TKpkY4WcM

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