Archive for October, 2011

5 Great questions to massively improve your results!

Here are 5 great questions to help your business thrive in any economy:

 

How many leads am I generating each day from my website / blog? Our sites should be a constant source of highly targeted sales leads. If your site is not currently generating as many leads as you can handle, you need to fix that immediately. I’m constantly amazed how many business owners pester people for leads at networking events, when their website or blog could be generating high quality leads for them every day.

How easy would it be, for someone to write a manual, which explained how to do my job? Whilst every human being is of equal value, those in business with the highest commercial value do work that matters, which can’t be neatly explained in a manual.

What am I doing, to ensure that the next 12 months will be better than the last 12 months? If business hasn’t been good over the past year, we need to change our direction. It’s way too easy to mistake movement for progress and end up working hard, doing the wrong things. If hard work alone were the secret to success, our grandparents would have been millionaires.

If my business was perfect in every way, what would it look like? Write your answer down in as much detail as possible. Include everything, from; the type of projects you would be working on, your profit figure and the length of your working day, to the number of hours you would work each week and the location of your business. The clearer a picture you can build of your ideal business, the easier it becomes to direct your current business into that image.

If my business were to stop trading on Monday, how easy would it be for my clients or customers to replace me? This is similar to question 2, but is focused on the unique value of your business. The easier it is for people to replace us as providers, the more volatile our client list will be and the harder we will find it to attract new clients.

 

What question or questions would you add to that list?

http://jimsmarketingblog.com/2011/10/29/5-great-questions-to-massively-improve-your-results/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

Success, failure and feedback

We can learn from both success and failure. In fact, I have probably learned as much from studying the failures of others and my own failings, as I have from studying what works.

Success, failure and feedback

 

Success and failure are simply feedback. As soon as I figured that out, it changed everything for me. I became a lot more prepared to fail. I knew that if I studied the feedback from a failure, there would be a lesson and if I learned from that lesson, it would be a win for me. This understanding is a foundational element of business success, because if you are afraid to fail, you will stick with what you are comfortable with; those things within your comfort zones. Then, once the best ideas from within your comfort zones have been used, there’s no more room for growth.

 

The reality is that there is massive value, in learning from failure:

 

If you try an email marketing exercise and it fails, you now have feedback, which you can use to make the next one more effective. #win.

If you give a presentation to a prospective client and they decline, ask them if they would be kind enough to tell you why. This is a super effective way to rapidly improve your presentations or the attractiveness of your products. #win

If you start writing a business blog and find that (like most business blogs) it’s attracting readers and shares, but few if any business leads, study the data. By looking at your analytics and determining what happens when people reach your site, you can make the changes necessary to transform it into a lead generating machine. #win

If you exhibit at a trade show and people walk past your booth, rather than stopping at it, observe the booths where they do stop and see what you can learn. #win

If you add a new service to your business and find clients are not signing up for it, ask them why. Learn what it is that’s causing the disconnect between the value YOU see and the value (or lack of value) THEY see. #win

 

You get the picture: So-called failures, like those above, are required in order to get the feedback we need, to succeed.

Steve Jobs and joining the dots

 

In his Stanford commencement address, Steve Jobs spoke about what he called joining the dots. It was a term he used, to describe the way he viewed the value of failure. He said that when he looked back over his life at his many failures, like being fired from Apple or dropping out of college, he was able to join the dots and see how each failure, led to lessons, which allowed him to succeed. He believed that so long as we are driven and prepared to learn, that we too would be able to look back and join the dots, to see how each failure led us to success.

 

So, what valuable lessons have you learned, from what others call failure? What wins have you achieved, through using failure as feedback? Please share your experiences, with a comment!

http://jimsmarketingblog.com/2011/10/28/success-failure-and-feedback/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

How to achieve your best results ever, starting now!

What are you waiting for right now?

 

Patience is indeed a virtue and a valuable business asset. The thing is, we need to draw a distinction, between waiting for our plans to come together and waiting for things to “just get better.” One of the great lessons in business is that things never, just get better. Things only get better, when we take wiser actions. Our results today reflect our past actions, so if we want a better future, we need to take the initiative and take better actions today.

Initiative is in short supply

 

The world is full of people who complain, but stay the same. They want things to improve, but they are unwilling to take the initiative. Instead, they wait and hope. The reason so few people show initiative, is that it’s something we have to do for ourselves. We take the initiative, we are not given the initiative. In other words, if you are currently waiting for something amazing to happen, you will almost certainly do better if you make it happen instead.

 

For example:

 

You can wait until that person asks you for a date or you can ask them yourself, today.

You can wait until a disgruntled or ecstatic client sends you their opinion of your service or you can survey your entire customer base and find out what everyone is thinking, today.

You can wait until “some day” before you relocate to a house in the country or you can get things moving, today.

You can wait until the New Year to make your resolutions or you can make them, today.

You can blame the economy for your lack of sales inquiries or you can do something to increase them, today.

You can wait until your business is going broke before you get expert help you need or you can get that help, today.

 

The bottom line: We can either shape our future or we can hang around and hope things just get better. Hope is not an effective business strategy.

http://jimsmarketingblog.com/2011/10/26/how-to-achieve-your-best-results-ever-starting-now/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

How to find the hidden assets in your business!

I have some great news for you!

 

It’s entirely possible that you already have all the assets you need, in order to achieve the commercial success you want (and more.) The challenge, is that small business owners are often unable to see these game-changing assets, especially when they really need them!

 

The reason I am writing this post, is to make you aware that they do exist and to encourage you to look for them.

Gold dust in your inbox

 

Here’s a common example of what I mean: Right now, there are emails in your inbox, which you opened because the subject line of the email compelled you to open it. Could that subject line be adapted and applied to your own email marketing? If you did that and it increased your open rate by 15%-20%, what impact might that have on your sales figures over the coming 12 months? There are usually dozens of other hidden assets, which small business owners are sitting on, unaware of their value.

 

I was prompted to write this post, after speaking with a guy on Saturday, (I’ll call him Bob) who had an amazing story.

 

Bob has worked hard all his life in blue collar jobs, and has always been short of money. He told me how, when he was around 20 years old, he was given a painting by a friend; after his friend moved home and couldn’t find anywhere suitable for it. Around 40 years later, Bob gave the painting to a friend, as he had never liked it. His friend decided to have the painting re-framed, and the framer immediately spotted that it was valuable. Bob assumed the “ugly” painting was just a worthless print. The reality was that it was a highly collectable, original painting, which sold for £150,000.

 

Bob explained that there were countless occasions during his life (he’s in his seventies now), where he was desperately short of money. As he worried about paying the rent, he was walking past a painting in his hallway, so valuable that it would have paid off his bills and still given him a 6 figure sum to invest.

Finding your hidden assets

 

Take a long, detailed look at your business, for valuable, hidden assets. The best tip I can give you, is that they seldom look like valuable assets. Just as opportunities usually come disguised as hard work, valuable assets are often disguised as ugly paintings or deleted emails and they are usually hidden right under your nose!

http://jimsmarketingblog.com/2011/10/25/how-to-find-your-hidden-assets/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

 

 

Marketing success: Where to begin?

There are so many things you can learn or invest in, which could improve your business results. This blog alone has thousands of ideas you can try. So, with all that choice out there, where is the best place for you to begin?

Where to begin?

 

I think I have an answer, which will be correct for 99% of the people reading this. The place to begin is with the areas, which set you apart from your competitors.

 

The marketplace doesn’t really care if Bob is a little better, faster or cheaper than his competitors. That stuff is marginal. It’s nothing to get excited about. It isn’t memorable. It’s unlikely to attract much word of mouth publicity or motivate people to switch from their current provider, to Bob.

Here’s an idea

 

Think of the service providers, who have inspired you to switch from your old provider to them. Think about the last business, who compelled you to praise them to your friends. Now, ask yourself this question and write down as many answers as you can:

 

What was it that prompted you to switch to them (and or) shout about them from the rooftops?

 

Be especially on the lookout for answers from industries, which are different from your own. In my experience, that’s where some of the best ideas come from.

 

http://jimsmarketingblog.com/2011/10/24/marketing-success-where-to-begin/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

What is the Right Solution for Internet Tax?

The Internet sales tax issue has been debated for a number of years, but the issue grew to a new level of intensity after the state of California signed into law a bill that required all online retailing sites to pay taxes on their affiliate advertising. This, of course, sparked a big dispute since many online retailers such as Amazon cut off their affiliate programs in the state.

 

As a result, a lot of the affiliates in the state lost most, if not all, of their revenue. Nick Loper, who was among the affiliate victims, spoke to WebProNews back in August and told us that he lost 70 percent of his revenue almost immediately after the law went into effect. He ended up moving to Nevada and starting completely over.

 

The motive for California’s law was driven primarily by its struggling financial situation. Because many other states are facing similar scenarios with large budget deficits, they too are contemplating related actions. It’s understandable why states want to impose these taxes, but does that make it right?

 

Can these interstate tax propositions actually solve the tax problem? What do you think?

 

Adam Thierer, a senior research fellow with the Technology Policy Project at the Mercatus Center at George Mason University, doesn’t think that they would. He co-wrote a report with Veronique de Rugy on this topic, and as he explained to WebProNews, the tax issue is very complex and far-reaching.

 

“The debate about Internet taxation is really an interesting debate, because the sales tax only being a state and local tax is not something that can be easily applied to something that’s interstate in nature, which the Internet and Internet sales clearly are,” he said.

 

Even before Internet taxes became an issue, states have wanted to impose taxes on interstate companies that provide catalog and mail order services. However, they have not been able to do so because of their constitutional restraints. According to Theirer, the Supreme Court has provided limitations in this area because the states can’t put “discriminatory or unfair burdens” on companies that they don’t have any authority over.

 

Congress is now trying to get these limitations reversed with new legislation. In August, the “Main Street Fairness Act” was introduced to the Senate. It, in essence, calls for a set of federal guidelines that would dictate how states could collect sales taxes from online retailers.

 

A second bill, called the “Marketplace Equity Act of 2011,” and was introduced to the House last week. It is similar to the one introduced in the Senate but is a little different since it would give states the authority to require retailers, both on and offline, to collect sales taxes even when customers are located in states where the companies have no physical presence.

 

“What both these measures try to do is find a way to, essentially, authorize a state-based system of taxation for the Internet,” said Thierer.

 

“The reason, again, that the courts have not thus far allowed it is because, really, the complexity question. It’s not just that the states don’t have authority over interstate vendors; it’s that if they went to actually impose these taxes, it would create a huge burden on interstate sales and trade.”

 

States are aware that tax systems are complex, and many of them have joined the Streamlined Sales Tax Governing Board to simplify the processes. They are working to not only explain rates, but they are also working to clarify definitions such as the difference between a cookie and candy bar. This might seem of minimal value on the surface, but as Thierer explained to us, each of these items is taxed very differently.

 

He went on to say that, even if the systems were clarified, there would still be issues with this approach. He told us that states want to tax one another’s imports instead of taxing their own exports, which is a process that he calls a “tax cartel.”

 

“The wrong answer, in my opinion, is to essentially tax everybody up to a higher level,” said Thierer. “The better approach would probably be to tax downward and find a way to have a more competitive tax arrangement, so that we don’t set this collusionary approach that some states want to use.”

 

“I think that that would create a troubling disincentive to actually seeing more tax competition,” he added.

 

Thierer also pointed out his frustration with Amazon being at the center of this debate, saying that he was “very troubled” by it. He not only thinks that Amazon is pulling the spotlight away from other online retailers, but he is also disturbed that it is making deals with politicians in order to eliminate its tax own burden. The online retailer has been negotiating with states to avoid or delay paying taxes in exchange for investment and jobs in those states.

 

“In theory, that sounds great,” said Theirer. “I really do wonder about Amazon’s ability to deliver on it, but at the end of the day, this is really just politics, and it’s not the kind of solution that is ultimately going to serve the broader marketplace or consumers.”

 

Theirer believes that there is a better approach to the tax issue than the approach that both the states and Amazon are taking. In the report, Theirer and de Rugy propose 3 potential solutions to the tax problem. One option would be to abolish sales taxes entirely. For this to work, states would have to rely on income, property, and various other taxes.

 

On the other extreme, a second option would be to have a nationwide sales tax that would give states a certain portion of the income. Thierer, however, doesn’t think either of these methods is ideal. Instead, he is advocating an “origin-based sourcing rule” that would apply the structure of offline sales taxes to the Internet.

 

As he explained, it’s the idea of taxing consumers at the origin of sale, not at the destination, which is what the states want to do.

 

“The states and localities want to have a destination-based system where they try to figure out where everybody’s going to consume their online goods… that’s what creates the complexity and the costs associated with the plan that they desire,” said Thierer.

 

On the other hand, he believes his idea would, “create tax competition eliminate the constitutional tax headaches associated with the states’ current plan, and it would make sure that we don’t have a confusing, complicated array of rates and systems for interstate vendors to contend.”

 

It’s clear that the Internet tax issue is complex, but the big question at the end of the day is – do any of these approaches actually provide a solution to the problem? If so, would you be more apt to follow states’ proposal or Thierer’s proposal?

 

http://www.webpronews.com/what-about-an-origin-based-tax-solution-for-the-internet-2011-10

5 Tips For “Pitching” Infographics

Does your company need them?

 

In case you haven’t noticed, infographics are exploding across the Web. And, more importantly, they’re increasingly seen as a valuable tool in a PR professional’s toolbox. But, how exactly do you use an infographic as a tool to achieve your company’s goals and objectives?

 

There are numerous ways to use these handy little graphics, but that’s a different topic for a different day. Today, I want to talk specifically about how you “pitch” them (for lack of a better term) as part of your blogger/infuencer outreach efforts.

 

I received a great “pitch” from Joe Chernov, vice president of content marketing for Eloqua a few weeks ago around their popular “Blog Tree” infographic. Joe’s pitch highlighted for me a number of best practices when making infographics a centerpiece of your outreach efforts:

First, make sure the infographic is relevant

 

Believe it or not, this isn’t a given. In this case, Joe was pitching me because my blog, Communications Conversations, was highlighted in the 2011 version of the Blog Tree. Here was the first line of his pitch:

 

“I am writing to let you know that Eloqua & JESS3 have featured the Communications Conversations blog in a new infographic, which we will publish on Wednesday at 9:00 a.m. ET. I am giving all of the featured bloggers a little head’s up now.”

 

Pretty relevant, right? Just make sure there’s an angle between your infographic and the blogger/influencer you’re pitching.

Give the blogger a few ideas based on your infographic data

 

This is the one tip Joe actually didn’t demonstrate in his pitch (not that he really needed to, in this case). But, it’a a key one. Throw out a few ideas to the blogger. Yes, you want them to brainstorm and use their own words in their posts, but it never hurts to help with the brainstorming process. Just be sure not to make it overly-self-promotional. I might suggest a handful of bullets with thought starters, for instance.

Make the infographic easy to use/insert into their blog

 

If you’re going to pitch an infographic, making it easy for blogger to plug into their own posts is absolutely key. After all, isn’t that the whole idea? So, attaching a PDF of the infographic isn’t the best idea. I can’t use that (at least not easily) in a post. Instead, make sure to include a link to the image, as Joe did in his post (see below) after you post it to your blog. Another option: Include a stand-alone jpg or gif of the infographic. By including the link though, you’re driving traffic to YOUR site, which is optimal. Bottom line: Just make it easy for bloggers–remember you want them to blog about the graphic and use it in their posts.

 

You can preview the infographic here: http://blog.eloqua.com/wp-content/uploads/2011/09/The-Blog-Tree-New-Growth.jpg

 

Make it about them–not you

 

Common blogger outreach best practice, but definitely not one that’s not always used. Start the pitch by talking about the blogger/influencer a bit more casually (a post you recently read, an event you heard them speak at, etc.). Then, start talking about how the infographic is relevant to the topics they talk about on their blog. You want to establish relevance early on.

Create your own post–make it shareable for others

 

Critical step in order to make your infographic a “shareable asset” for those influencers without publishing platforms (i.e., blogs) online. I’d suggest creating the post with the graphic at the same time as you starting reaching out to influencers. That way, you/they have options. Want to write a post and include the graphic? Great, here’s the embed code and/or a jpg. Want to merely share our post via Twitter, Facebook or LinkedIn? Excellent, here’s a link to that post. Again, driving traffic to YOUR blog. You win either way–great third-party credibility if the blogger posts using the graphic. Great traffic to your blog if they share your post. Jon simply shared a link to his post in his pitch, and even provided guidance on a specific time the post would be live (see below).

 

http://www.smallbusinessnewz.com/topnews/2011/10/20/5-tips-for-pitching-infographics

What everyone ought to know about word of mouth

I’m a very happy customer of your outstanding business.

 

You consistently exceed my expectations.

You never fail to deliver on time.

You always seem genuinely interested in helping me.

I want to tell the world how great you are.

 

So, how easy do you make it for me to recommend you to all my friends and contacts?

 

Even when you offer exceptional service and your clients or customers love you, you need to make it super easy for them to spread the word. Yes, it’s nice for them to “like” your Facebook page or send you a great testimonial, but you need a way for them to amplify their endorsement to their friends and not just your existing clients. They know how great you are already!

Word of mouth and your business

 

I suggest incorporating a word-of-mouth facility into your service. No, I’m not going to do the thinking for you here – If I did and everyone started doing it, it wouldn’t work so well. It also wouldn’t be based on your business, your relationship with your clients or even your industry. One example which works beautifully, is simply offering your advocates a bonus, which they can share with their friends.

 

The key thing is to match your word-of-mouth amplification, to the spirit of your business. Then, watch them start shouting about you from the rooftops!

http://jimsmarketingblog.com/2011/10/21/what-everyone-ought-to-know-about-word-of-mouth/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

Who are you?

As one of your prospective clients, I may or may not agree with your point of view, however, when you let me know your opinion, 2 important things happen.

 

You show me you have an opinion, a view of your own that makes you, you.

You show me you have the courage to express your opinion.

 

In my experience, very, very few business owners express their opinions in their online marketing efforts. As I wrote recently, many business owners choose to have no voice. They opt for the anonymity of amplifying the other person’s view. Not only do they tell me nothing about them or what they think, they show me nothing that separates them, from every other provider in their profession.

 

Perhaps more importantly, they give me nothing to connect with.

Connecting with the right people

 

The people you work best with, are those who get what you are about. These are the clients who pay you what you are worth and who are a real pleasure to work with. If you want to attract them, they need to know what you are about, your unique approach to your craft. When they see this, they have something tangible to connect with and a valid reason to hire you.

 

Here’s the thing: You don’t need to be all things to all people. Some people will NOT get you or your approach. That’s fine. You need outsiders in order to have insiders. The insiders who resonate with your opinions and ideas will love you and be excited about working with you. I tell you, get this right and it’s a game changer for you and your business.

 

http://jimsmarketingblog.com/2011/10/20/who-are-you/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29

You have a voice, so let’s hear it!

When was the last time you initiated something?

 

It’s easy to join in, but far more challenging to initiate. The temptation is to wait for someone else to get something started, then, for us to echo their views or copy what they did. This is why the Internet is full of me too content; people writing the same safe viewpoints.

 

It’s also why Twitter is overflowing with retweeted links and famous quotes.

 

It’s easy. It takes a split second to hit the retweet button.

It’s safe. As someone sharing content rather than creating it, you can’t be directly blamed if your followers think what you shared is a piece of crap.

It’s simple to justify. “Hey, I’m just passionate about sharing!”

 

Your voice and visibility

 

Many extremely bright people struggle to get their voice heard, because they initiate too little. They have great ideas, yet fail to share them because they haven’t seen anyone else expressing that idea or viewpoint yet. Conversely, we have all seen some pretty average people gain impressive visibility, because they have the courage to initiate, then share, an idea or viewpoint.

 

Today, we have all the marketing tools we need in order to reach a massive, targeted audience. However, before we can hope to capture a worthwhile share of our marketplace’s attention, we need to be prepared to earn it! We need to push through the fear of being challenged for what we say or (heaven forbid) being wrong.

 

Why? Because on the other side of that fear, is something of great value. Maybe the missing piece to your marketing puzzle?

 

http://jimsmarketingblog.com/2011/10/18/you-have-a-voice-so-lets-hear-it/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+JimsMarketingBlog+%28Jims+Marketing+Blog%29