Archives and BuzzBoost
Since this is a permanent archive, I've placed these headlines from ConverStations as the top post. Want to know how this is done? Check out FeedBurner's BuzzBoost.
This Blog is Now an Archive
This blog site is now an archive. As the focus of my business has clearly shifted to business blogging, please visit the ConverStations blog - here's the feed.
If you have a need for some great copywriters - I can point you to a few folks that are super wordsmiths. As for Copywriting Solutions? The closing tagline might be this:
Want a Copywriting Solution? Talk with Your Customer Yourself - by Blogging!
Some of my favorite posts here:
- Brochures: Handed Out or Thrown Out?
- What's Plan C?
- HASPO
- Are You Really a Leader?
- The RBI of a Great Resume!
- Are You Covering Up Your Bald Spot?
- Waiting for the Perfect (Blank)
- Why Blogs are Like WD-40
Thanks for reading Copywriting Watch. Hope to see you round the blogosphere (or at ConverStations!)
My First Year in Business
It's been quite a year. A year ago tomorrow, my mother-in-law passed (in peace and with a smile). On April 16th last year, I dove into free-agency as a freelance copywriter.
The last half of the previous decade, I helped build and organize online communities for a few Internet start-ups, several big-league sports teams and a little company in Virginia, now officially known as AOL. But with the dotcom bust, I quietly made my exit.
The next three years were devoted to different ministries and then moving around the country to assist Cindy's mom.
My first handful of clients each asked about search results and how to improve their standings. With research, I found blogging to be a great tool for businesses to engage with their customers AND to improve search results.
I find many similarities between blogging/Web 2.0 and what happened in the late 90s. By late summer of 2005, I realized that my experiences in building community, Internet conversations and connecting people all pointed to business blogs.
These days, my copywriting gigs are fewer by choice. Business blogging is keeping me plenty (crazy?) busy and its fun seeing business leaders get excited about the conversations and the tools. I like to have fun in my work and watch others do the same.
I've had the opportunity to help journalists, business coaches, advisors, distributorships, marketers, authors, salespeople and a few associations start blogging.
So what does next year hold in store? My gut is that a team of free-agents are about to come together with blogging a key ingredient. Maybe its a company, but I think free-agents stay hungry - and I'm hoping for a collaboration instead of corporation.
There's a good chance that the next post or so here will announce that this site will exist as an archive of my first year. Most of my attention is on the Converstations site. Before I do make the move, I have some redesign issues ahead. If you're not yet subscribed to it, here's the feed for Converstations.
Thanks for a wonderful first year.
Iowa: Want to Keep Young Talent Here?
I've been suggesting to business leaders in Iowa that one way to keep young talent close to home is to start blogging - externally, internally or both.
Why? The users of MySpace, LiveJournal, Facebook and other social tools are going to be attracted to companies that utilize these tools to communicate with their employees and beyond.
Don't just listen to me. Here are three other voices:
- Robert Scoble talks about how Microsoft's blogging efforts attract thousands of resumes.
- Jeffrey Treem says develop an employee blog policy and communicate that policy. I agree. Don't wait. If 7% of Internet users (1-year old pdf file) have engaged in blogging - how many of your employees blog? (do the math).
- Jeremiah Owyang understands that "They are graduating soon - They will change the Workforce."
These young people are not only your future workforce - they are your future customer base.
So what's an Iowa company to do? Follow Jeffrey's advice. Ponder Jeremiah's wisdom. Envision what Robert discusses. Be creative in implementation of your blogging policies and practices and attract the talent you've spent years cultivating.
Tags generated by KeoTag
Pinko Marketing: A Warning
When I first heard the term "Pinko Marketing," I paused...and kept moving on. This morning, with a helpful reminder from Robert Scoble's post, I read backwards and forwards the mission of Pinko Marketing: Commons Based UnMarketing. Tara Hunt (aka Miss Rogue) is waving the right kind of flag - and it's a warning signal.
To my marketing and PR friends and copywriting colleagues, fellow business communicators and wanna-be salespeople: If you plan on being in business the rest of this decade: Read the ongoing draft of the Pinko Marketing Manifesto before you write your next word or launch your next product.
WARNING: Don't make the mistake I almost made and skip over it. Read it. Subscribe to the feed. Take a journey.
Content may be King, but Community (or the commons) is the kingdom it serves. (Design is Queen)
One more thought: Before we start a lynch mob on the name of this project, let's work together to change it - if that's what is necessary. It's a community project, after all.
Technorati Tags: Pinko Marketing, Advertising, Sales, Copywriting, PR, Community,
My Favorite Company is...
They are my quick, casual, everyday oasis. When I walk into my Panera Bread, I know how Norm felt when he walked into Cheers.
Working from a home office, I often say that I have four satellite offices in the Des Moines area, with a fifith one opening soon at Jordan Creek - each branded Panera.
You can read about how the love affair started last year. Their actions made me a loyal enthusiast and a customer evangelist. I'm not alone. There are a community of Panera fans in this area - and we've become friends.
Tonight, after a long day in which I'd only been in once twice- both times with to-go orders - they showed how much they cared. They gave me a coffee cake - on the house. Not a slice. A whole cake.
"Treating a great customer like royalty," they said. WOW! They missed me.
Technorati Tags: Panera Bread, Customer Evangelist
Why I'm an IABC Member
I watched the IABC/Iowa calendar for a few months before joining last fall. I didn't want to get into a networking group - they're a dime-a-dozen and often worth as much.
I wanted to become involved with a group of people whose knowledge and practice would help make me a better business person. That's what kind of people I've found at IABC. Additionally, the IABC site and new IABC Commons blogs are great resources.
What intrigued me most about this group is their Professional Development luncheons (peek at past events). Great content, great leadership, great presentations.
This month's event is no exception, as Todd McDonald of ATW Training & Consulting is presenting a full day of business lessons.
Here's more info about IABC/Iowa member benefits and this months' event. What's the best group or association you're involved with? AdPros? PRSA?
Technorati Tags: IABC, Iowa, Networking, Professional Development
Hersheys Returns to Original Advertising Ways
The Hershey Company is returning to its roots in advertising habits with the Take 5 bar - consumer generated buzz.
While AdJab may think Hershey doesn't understand "buzz marketing" these days, the company was one of the leaders of word-of-mouth advertising. According to Milton Hershey, "Give them quality and that’s the best kind of advertising in the world."
According to ChipTin.com, although Hershey had forms of advertising and marketing, such as the Tin Can campaign, they didn't start purchasing ads nationally until 1970s. The relied on word-of-mouth.
You can read more about the Hershey history of advertising in this excerpt (pdf) from The Advertising Age Encyclopedia of Advertising.
What's your favorite Hershey candy? For me? I'm glad that guy got peanut butter in his chocolate.
Technorati Tags: Hersheys, Take 5, Buzz Marketing, AdJab
Sprint Delivers a Hollow Message
Earlier this month, I suggested how Sprint could make amends with Allan Jenkins at Desirable Roasted Coffee.
In a nutshell, Sprint offered Allan an opportunity to take part in their Ambassador program. Problems with this include that Sprint doesn't offer coverage in Allan's neighborhood (Denmark) and they broke a few laws in their manner of contact. When Allan tried to open a dialogue, Sprint shut it down.
Finally, Sprint extended an apology. Allan says that's good enough. To Sprint's credit, the letter came from a person rather than a "team." But they still fell short...and wasted their money.
Last fall, if you were to pick up any business magazine, you'd have run across the Sprint ad campaign "Reinventing the Yes-man." Granted, they were talking about the customer, not the company. But the message puts across that Sprint/Nextel was about the word YES.
They missed out on a tremendous amount of good will by not following my suggestion to give three Ambassador trials to people Allan chose stateside. Think how that would have played out. Sprint - Reinventing the Yes-man! Makes up for mistake threefold.
A bad precedent that other bloggers would emulate? Not really. Sprint made the first move (mistake) in their contact. It's not like Allan threw a bone to pick out of the blue (wow,-back-to-back cliche use).
The concern here is whether companies are using/manipulating the blogosphere as simply a marketing tool? If so, "reaching out" to bloggers is nothing new or brilliant. Just a different tool.
The question in the board room should not be, "How can we tap into this blogging thing to make money?"
The question must be, "How can we engage in the conversation with bloggers to develop meaningful, long-lasting relationships?"
So yes, reach out. But have a complete plan. If things go bad in this new form of marketing, use new forms of resolution too. The message Sprint deliveres in this circmstance is inconsistent with the message they delivered in their advertising.
Technorati Tags: Sprint Ambassadors, Advertising Campaign, Lame Pitches, Blog Relations
American Express Shares a Good Story
I missed the American Express commercial during the Oscars last night, but it was what many were talking about around the Panera Bread coffee bar this morning.
M. Night Shyamalan shares his story in the latest My Life - My Card series - and he shares it his way. Aside from the commercials, each star has a postcard/profile on the site. Cool.
The reason this campaign works is because their stories resonate. As a society, we want to craft our own experiences. And share them. And learn from others.
It's why we may see Cable TV a la carte someday. It's why there seems to be a Web 2.0 launch every day. It's why webfeeds are so powerful. It's why the HuHot Mongolian Grill ALWAYS has a line.
Customers are saying "It's my life" and "I want choices" and "I want to share my story" and "I want to learn from others."
There are two trains of thought. Cluetrain or Mule Train. Which one is your company riding?
Technorati Tags: American Express, M. Night Shyamalan, Cable TV, Web 2.0, HuHot, Cluetrain
Dear Bob, Give Sprint to His Friends
Allan Jenkins at Desirable Roasted Coffee has a bean to pick with Sprint's Ambassador program. Go read what's brewing with Allan's volley with "The Sprint Team" - then come back for possible solutions.
First, I'm all for upfront and open ambassador type programs. Jake and the LEGO Ambassadors is a great example.
Cup full of problems here:
- Sprint says in it's FAQ page, individuals in select U.S. markets qualify. Allan lives in Denmark.
- Not once, but twice the signature of "The Sprint Ambassador Team." Horrible! Impersonal! Not a good way to approach bloggers.
- The reply to Allan's initial response. Talk about pouring gas on a fire!
Here's my suggestion to Sprint (Bob?). Send a note of sincere apology to Allan. Invite him to choose three people he knows in the target markets to become a Sprint Ambassador. They don't have to be bloggers. Allan's choice - pure and simple. Then over deliver. Somehow. Just don't pull a Nvidia.
Here's my conundrum. I've been a Sprint PCS customer for 8 years. Happy. Last year, I started using Sprint's EV-DO card and have told everyone I meet how wonderful it is.
Now, I get to decide whether to eat the year on my "contract" for the sake of piss-poor customer service. Frankly, I've already decided. Does Verizon's EV-DO card work nationally? What product would you suggest?
Note to Allan: Would a Sprint counter offer like the one described above ease the pain?
Technorati Tags: Sprint Ambassadors, Sprint EV-DO, Verizon, lame pitches, customer service
What's KFC Fishin' For?
Career Intensity on Fire
David Lorenzo is offering free advanced reading copies of his book, Career Intensity. They're going fast.
We'll be offering copies to hose who register for our Iowa Business Blog Workshop (only 15 copies/seats left), but Dave is also offering free copies from his site.
I've had the privilege of reading the book, and have shared Dave's insight with others. Some of my favorites:
- Chapter 1 - Three Lies of Career Limitation. Learn how to blow the roof of your career ceiling. See page 24
- Chapter 2 - "Act As if.." has been a mantra of mine for a long time. As an employee, a manager, and a developer of communities. See page 37.
- Chapter 3 - Plan for Contingencies - Now I know what the "C" is in Plan C.
- Did you folks know I used to drive a cab? Yep (Loved it!). The story on Page 86 was how I operated. Wait until you read that story!
- Chapter 6 - Mastering the Random Encounter. Nobody will ever be a stranger again.
- Chapter 8 - Generate Buzz. The author practices what he teaches.
A cross section of the Zig Ziglar's love for life and Tom Peter's lust for life.
Seth Godin got it right on the cover when he said, "The first chapter of this book might just be the most important thing your read this year."
If you're not coming to the workshop - better get your copy. It won't be on the shelves until May.
Technorati Tags: Career Intensity, David Lorenzo, Seth Godin, Blog Workshop, Workplace, Entreprenuership
Plans this Weekend? Change This
Update II (weeks later): The Change This manifestoes now available.
Update I: I may have spoke too soon - the downloads aren't working yet. Watch for another update when they are.
My "To-Do" list just changed for this weekend, thanks to the Change This team. Just noticed four new manifestoes, including one (hundred, eleven!) by Tom Peters.
Here's the lineup:
- The Care and Feeding of Your Network by Bob Allard
- Thinking Through Problem Solving by Valarie A. Washington
- True Team Building: More than a Recreational Retreat by Kevin Eikenberry
- 111 Ridiculously Obvious Thoughts on Selling by Tom Peters
Find out more about the Change This business model (if you can find one), or submit your own manifesto. Or vote on proposals in the queue.
Related: Start 2006 Inspired: Change This
Technorati Tags: Change This, Tom Peters, Problem Solving, Team Building, Networking, Sales
Four Hire! Falling Short
I love the idea of Four Hire!, a Young Professionals Connection (YPC) contest that pits 12 college students in The Apprentice-like battle for one of four positions at Principal Financial, Allied Insurance, Wells Fargo, or The Des Moines Register.
But why is this potentially great idea falling short of its promise? Lack of communication.
Why no RSS feed available on the Four Hire! site? Why aren't the candidates blogging about the experience? Residents and readers of Des Moines are NOT asking, "What is RSS?" What's the hold up?
The Register offers feeds and blogs. The Juice, which has close ties to many YPCers, has a single post about the contest. Where is the buzz? Where are the feeds? Where is the leadership?
Maybe next year. Maybe AvoidTheRush will implement feeds before the rush.
Technorati Tags: Four Hire!, Des Moines, Principal Financial, Allied Insurance, Wells Fargo, Des Moines Register, YPC, Des Moines, Iowa
4 Steps To Better Online Sales
Dan Tudor at Landing the Deal points to a survey by Experience, Inc., a career service for students and alumni.
Most telling stat: "52% of respondents said they have purchased a product or service based on an online advertisement."
Ealier this year, DoubleClick's Touchpoints III (pdf) found that 10% of respondents find a product/service for the first time through online searching.
Thinking back to last year's DoubleClick survey (pdf), that showed that 54% of respondents do research online up to two weeks in advance of purchase.
- Be Findable.
- Present Your Offer.
- Make Purchase Easy.
- Promote in Advance.
An example? I've changed the button for the Iowa Business Blog Workshop. The workshop is already findable. The previous button just had "Click to Register" and I didn't have the offer for David Lorenzo's book up.
Be Findable. Present the Offer. Make Purchase Easy. Promote in Advance.
Related: Alert Box - The Slow Tail:Time Lag Between Visiting and Buying
Technorati Tags: Online Sales, Iowa, Blog Workshop, Career Intensity
Iowa ABI Extending Borders
The Des Moines Register is reporting that The Iowa Association of Business and Industry is gearing up for their annual convention, This year, it's in Nebraska.
Attendees will be meeting, eating, or sleeping in a Nebraska hotel, and they'll have the opportunity to play golf at a sponsored event in South Dakota.
ABI says its organization has been the voice of Iowa Business since 1903. Here's their Mission Statement (emphasis mine).
"To foster a favorable business, economic, governmental and social climate within the State of Iowa so that our citizens have the opportunity to enjoy the highest possible quality of life."
The theme of this year's event is an apology - "No Boundaries, No Borders, No Limits." Talk about going on the defensive out of the shoot. That's spin speak. I'm not buying!
I understand Sioux City is a regional business center. Quad Cities and Omaha/Council Bluffs too. But at least hold the meeting in a hotel in Iowa.
Right now, Chuck Watson at University Gear is probably shaking his head. He's tried to get a few business groups going in Council Bluffs, always to be directed to Omaha by City and Chamber officials.
Two Iowa Gubernatorial candidates will be speaking at the event. Nice. "Good morning fellow Iowans and welcome to Nebraska."
Time to tweak the mission statement, ABI.
Hat Tip to The Happy Circumstance
Borders: Hey Pal. Get Out, We're Closed
For the past few months, Cindy and I go out Sunday nights, grab a snack at Panera, then shop at Barnes & Noble.
We hadn't been to Borders in awhile, and though I loathe going there anymore, I thought we'd give them one last shot. Maybe they could win some of my business back.
We got there just before 8 pm, their closing time. I had gotten used to Barnes & Noble's 9 pm time on Sundays. As soon as I walk in the door, I hear, "Dear Borders customers, we are now closed. Please make your final selection and come to the cashier station."
Yet, on their corporate web site, they say:
"...Borders Group is finding new ways to surprise and delight customers—and turn them into lifelong friends. "
and
"We are a company committed to our people, to diversity, to our customers, and to our communities. "
Committed to customers, but only during posted hours? Lifelong friends, as long as you get home on time?
The right thing to do is stay away from the microphone, lock the doors - and let customers in the store stay and shop. Or better yet, see if you could help me find what I'm looking for - I'd have gotten the hint. We'd still be friends.
They would have never got me to the level of spending I was at before anyway, but they could've gotten some of it back. Not now. Maybe it's just me. I didn't find anyone else complaining on The Consumerist.
I've made my final selection - it's Barnes & Noble.
Technorati Tags: Borders, Barnes & Noble, Customer Service, Consumerist
Conversation Conductor
We're shaking things up in order to deliver a clear message.
I've now got a new (cob)web site - yes, I believe static pages are still useful, though they can be published easily using blogware such as MovableType and WordPress. The new web site can be found at www.MikeSansone.com.
I've also launched a new blog site specifically addressing business blogs as a platform for conversations - or conversation stations. You can find the new blog at www.Converstations.com.
So, why the changes (including the banner above)?
It's important to listen to what others are saying about you and your company. If you're not hearing anything - just ask. I did just that in January. Here's the questions/comments that were popular (and the answers).
WIll You Write Our Blog?
Short answer: Nope. Sometimes, a company asks me to write their blog. I always decline, but teach them how to engage in the conversation online using blogware. It's their company, their customer. Still, a bit confusing that a writer is turning down writing gigs.
I Thought This Blog Was About Copywriting.
People searching for copywriting info aski why I write so much about blogging. Frankly, blogging is a more engaging and conversational type of copy. It's a tool to use to convey a message - though an interactive one - to your customer.
Blogs don't replace the brochures, white papers, public relations or ad copy. By the same token, a business blog should still compel customers to do something.
What Do You Do, Anyway?
Glad you asked. While toying with the title "Blogologist," I'll save that for someone who's more qualified. "People Connector" comes too close to my days at AOL, though many here in Iowa think that's the best descriptor.
Instead, I'll be loyal to "Conversation Conductor" - yeah, I like that. It fits. So what does a Conversation Conductor do? Haven't answered that yet, I guess.
I help companies engage in conversations with their customers and deliver on-target messages that will compel a positive action. But make sure the message sent is one you can deliver on. If you can't service what you sell, don't.
With the launch of the new site and blog, I'll be able to focus this blog on the messages being sent by companies.
If I'm not delivering, let me know, yes? Thanks.
Technorati Tags: Copywriting, Business Blogs
Who Owns Your Brand?
Mike Wagner of the White Rabbit Group might help you answer that question. He'll be the guest speaker at the IABC/Iowa Development Luncheon on March 1st at the Allied/Nationwide building in Des Moines.
I agree with what Mike says on his web site:
"Today’s brands must be loved by some and hated by others. It is a marketplace of extremes.
Branding makes you valuable enough to charge a premium."
Didn't Casey Stengel say something like that? Look, there's your corporate brand, there's your personal brand, and there's the brand your customers assign to you. Do they sync up?
Make sure to read Mike's blog at OwnYourBrand. You don't need a membership to attend the luncheon, but let me know if you'll be there - we'll save you a seat.
Technorati Tags: Brand Ownership, IABC, Iowa, Mike Wagner
Rich Story from Aldo Coffee
Rich from Aldo Coffee shares some encouragement in his comment about our workshop, but more so, some great instruction how he's increased traffic and sales with timely blog posts.
His comment includes this money quote (literally):
"... we've seen a 50% increase in sales of Bicerin and double digits on everything else."
Rich also makes a great suggestion on how to use Technorati each day to find what people are searching for see if you can make it relevant to your business.
Google's Zeitgeist shows Zillow as one of the top searches this week. Coming in #2 in Google search results is the Ajaxian blog. (BTW, if you're in Real Estate and don't know Zillow - shame on you)
The Yahoo Buzz Index is another place to check for what's on the mind of Internet surfers and searchers.
Thanks for the great comment, Rich. Keep up the great work!
Technorati Tags: Aldo Coffee, Zillow, Ajaxian, Zeitgeist, Yahoo Buzz, Search, Business Blog
Spring Cleaning Bookmarks
While "spring cleaning" my bookmarks, I found these article worth revisiting:
- The Bottom Line on Business Blogs - Entrepreneur.com article (Aug '05)
- The Slow Tail: Time Lag Between Visiting & Buying - Alertbox article (Sep '05)
- The Case for Blogging - Line 56 article (Sep '05)
- Blogger Survey Charts - 2005 - Edelman's Survey Results
- Does Your Company Belong in the Blogosphere? - HBS Working Knowledge article (Nov '05)
- How Blogging Can Help Your Business - Spero News article (Nov '05)
- Secrets of Corporate Blogging - BrookGroup article on using blogging to increase profits.
Why am I spring cleaning so early? Pitchers and catchers report on Thursday!
Finding Friends at Found Things
If you visit Marsha Steele at Found Things, you may walk in as a customer, but you leave as a friend.
As a recent article in the Des Moines Register puts it, Marsha is loving turning old into gold. Marsha shares great stories, and every piece of vintage furniture and unique accessory has its own story. She's found the perfect neighborhood for her store in Des Moines' East Village - a place full of great stories.
Her passion is contagious - and I've been infected. She doesn't stand behind a counter - she's right out there with her customers friends, engaging in stories behind the one-of-a-kind finds. She listens to their stories. She finds out what they're looking for. She asks them to sign a guestbook. She has fun!
Next time you're in the East Village, go visit Marsha. You're sure to find something, at least (most?) a friend.
Found Things
516 E. Grand Ave.
Des Moines, Iowa 50309
515-265-8624
(map)
Too Many Bookmarks? Use RSS.
I thought my visit to his office was to discuss launching a business blog. He attended a recent blog workshop where we toured the Internet rather than use a PowerPoint.
He showed me his bookmark folder. Hundreds of sites. He asked which ones he should delete. My answer? All those that offer feeds I asked which feeds he subscribes to. His answer? None.
He hadn't taken advantage of a feed reader because he thought bookmarking would save time.
The beauty of using a tool like FeedDemon is that while it may take all of 15 minutes to set-up, it allows you to get content delivered to you without visiting all those sites day-after-day. It also allows you Google a news search once and subscribe to the feed. You don't have to search anymore.
Learfield Interactive takes a pretty good stab at explaining RSS saying it makes everyone the "editor" of their own personal media outlet,
" ...and RSS delivers that stuff directly to your own personal media outlet every time there's something news."
Fred Wilson, who has written often about Feeds vs Email, offers this perspective,
"When the soccer moms, myspace kids, construction workers, and grandmothers can use RSS, commercial email will give way to RSS. Because RSS is a lot better."
Chris Carfi takes it a step further by suggesting,
When the soccer moms, myspace kids, construction workers and grandmothers can explain RSS to each other, then we'll be on our way.
Brian Clark at Copyblogger says that RSS solves BIG PROBLEMS in his tutorial. This one you should bookmark - it's going on the workshop curriculum.
I don't read every item that comes across my feed subscriptions. I read about 60% right within my feed reader without visiting the writer's site. It saves me time while keeping me informed. With RSS, the choices are all yours.
Related Items on this site:
- No More Cruise Control - Use RSS Instead (August '05)
- Smart Feed - Site for Sore Eyes (September '05)
- RSS Feeds - Listening to the Marketplace (October '05)
- What Did They Say About Us? (November '05)
- Pay Attention or Pay the Price (December '05)
- The Power of Feeds (January '06)
Technorati Tags: Syndicated Content, RSS, FeedDemon, LifeHacks, Blog Workshop
Is Your Business Ready for a Transition?
When I talk to small business owners about using a blog site to extend their reach and grow their business, I sometimes get a response that their business can't afford growth. That's where the work of father-and-son team of Tom and Adam Steen are doing at Transition Capital Management (TCM) come in.
The current Des Moines Business Record covers how they help companies grow by finding the right strategy or funding resource.
Because of the gap in communication between entrepreneur and financing, there is a need for their services. Tom says in the article,"The need is huge. Our business is to fit that need. We consult, we can advise, we can invest, or we can raise capital in the traditional investment banking fashion.”
It's not just about start-up ventures, but also established business. TCM "...is looking for young entrepreneurs as well as established companies that may be seeking expansion, buyout or succession opportunities as potential clients."
Having the privilege of working with Adam on a few projects, his drive and desire to help others succeed is unmatched. Not surprising considering that Relationships is one of TCM's Eight Key Themes.
If you're starting to feel you've reached a ceiling in your business due to a lack of strategy or capital, I believe you'll always find straight answers from Tom and Adam.
Don't miss Tom Steen's presentation on Shaping Your Business Destiny Program on February 7th in Des Moines.
Technorati Tags: Transition Capital Management, Tom Steen, Adam Steen, Des Moines Business Record, Venture Capital, Iowa
Build Your Brand with Better Relationships
Brad Robertson of Chew Shop offers ten questions companies should be asking themselves and some guiding principles for doing business in the future - which I say starts ... now. So, go read Brad's post, then come back.
The questions that start with "can" should all be answered "yes" - except for that last one. That brings us to the "how."
Brad may answer that with this:
"All marketing interaction should deliver an experience that actively and positively links customers, media and brand in relevant and meaningful ways. Brand experience replaces broadcasting in its broadest sense."
Your brand isn't simply some logo or sing-along tagline. It's what marks the relationship and level of trust a customer has in your company. If what your saying differs from what you're doing, you're brand is toast.
Want to build up your brand? Build better relationships.
What's Your Best Management Idea?
Lisa Haneberg is offering some great prizes for the Best Management Ideas Contest. Deadline is Midnight tonight (PST). Among the prizes is StyleWriter, which is a great writing/editing tool that I use often.
I look forward to hearing some great management hacks, so make sure you send yours to Lisa today. Here's mine:
I get hungry several times throughout the day. This is what I hunger for:
- People
- Reading
- Bread
When I take a break from writing, researching or crunching numbers - I do it at Panera Bread. Here's why it's my best management tool.
I bring a business book (nothing with sales or marketing in the title), go to Panera, read while holding the book upright so everyone can read the title and I can read their smile as they walk by.
I have a business card turned upside down with the image here facing up.
In 30 minutes, I've usually made a new contact, said howdy to familiar faces, got my fill of food for both my brain and tummy - then back to work.
My first break is at 6 AM, so this happens several times in a day that ends at 9 PM or later.. It's the most balanced and productive thing I do each day. I manage my time, my contacts, and my balance with one shot (of espresso).
Interesting BS from Guy Kawasaki
Guy Kawaskai shares his Blog Statistics (BS) after thirty days of blogging.
One of the more interesting points was this:
"I tested the power of a blog posting versus a listserver announcement when FilmLoop released its Macintosh version. My listserver has about 8,000 subscribers. The blog posting generated 1,846 click throughs. The listserver generated 605 click throughs."
Granted, the immediate traffic that Guy enjoys is unlikely to happen to most small business owners. But the numbers are interesting and I wonder if some of the ratios remain similar to those with less traffic.
Important to note that Guy links from his blog to other business ventures, such as FilmLoop and The Art of the Start.
What are your statistics showing?
Technorati Tags: Guy Kawasaki, FilmLoop, The Art of the Start, Blog Statistics
E's Into the Conversation - Part V
Educate Yourself
Together we are smarter than I am alone. I've written previously about the Power of Blogs and how they can be good great brain food. A few recent examples:
- Guy Kawasaki's The Art of Bootstrapping.
- Rajesh Setty's Why You Can't Ignore Blogs.
- Lisa Haneberg's How to Ensure That Training is NOT a Waste of Time!
- Rachel Cunliffe's Reflections From a Blog Designer.
There's brain power there for sure, but you can also learn from your customers and prospects who blog. But there's one other person you can learn a lot from. Yourself.
You don't know what you know - until you articulate it.
I started writing a long time ago, not for my own edification, but for my own education. When you formulate your thoughts into words, you get a more clear understanding of what it is you're thinking.
Maybe it's not a blog or a blog comment. Maybe it's just a paperback journal - but if you're going to do that, why not share? I'm glad the people above do. Do You? If so, share it with us below.
E's Into the Conversation - Part IV
Empower Your Customers by Creating a Sense of Ownership
One of the keys to building a community of loyal customers is to empower them with a "sense of ownership." We've seen this with many successful brands, including Jones Soda, where you can get your picture on a bottle.
When I interviewed for AOL's Real Fans Sport Network as their community manager in the late '90s, I thought my experiences in minor league baseball, in sports journalism, and as a baseball coach would be the reason I'd get the job. I got the job, but not for those reasons.
My wife and I had been managing apartment complexes and some that we took over were real repair jobs. Screens hanging off windows, towels and carpets hanging over balconies, trash around the complex.
Each time we took one of these communities under wing, we gave each tenant a "beauty budget." They could use it for flowers, welcome mats, something to hang on their front door...whatever they felt would improve their home on the outside. We had some guidelines on size and color, but not many.
By doing this, we empowered them to claim a stake in the complex. Soon, towels and carpets were kept inside and trash was put in its place. And, by empowering the tenants a sense of ownership, they took pride in the community. We no longer advertisied for vacancies because as soon as something opened up, current tenants were inviting their friends to move to our complex
This practice is why Real Fans brought me aboard. It's something I still practice today. I encourage you to as well.
Empower your customer with a sense of ownership. They will spread your gospel. You will also find them coming to your defense if a situation arises.
E's Into the Conversation - Part III
Enhance Your Web Presence.
Will publishing a blog enhance your web presence? (Short answer: Yes)
You may have heard it or read it elsewhere (or even here) that online users and search engines are attracted to fresh content. One company I've been working with hadn't had their home page cached by Google since July last year.
Let's take a look at a few examples:
Imagine we're in Pittsburgh and have a craving for cannoli and coffee (and one for the thumb). We do a quick Google on Cannoli Pittsburgh. Pretty broad search term, but we're feeling lucky.
At the top of the results? Aldo Coffee Company - a page within their blog site.
We're in Iowa looking for a CPA specializing in tax services. We Google Iowa CPA Tax. First up? Roth & Company, P.C. - but not their home page - we get their blog.
Let's say you're looking for some guy named "Sansone" who's a copywriter, but can't remember the name of his site. A quick search on Sansone Copywriting. The results? My blog comes ahead of my (cob)web site.
You also notice Mike Wagner's blog (#6 in the results) - and he's only been blogging for a month. Maybe he's a better choice for the job. (Do I get a referral fee?)
Publish a blog...enhance your web presence.
Technorati Tags: Business Blogging, Google, Search Engines
Is February Blog Month in Iowa?
The middle of February is shaping up to be a great week for Iowans to learn more about blogs, podcasts, and feeds.
On Thursday, February 16th, the Central Iowa chapter of PRSA will host a luncheon featuring Shel Holtz of The Hobson & Holtz Report podcast and a shel of my former self blog. Find out more information about becoming a PRSA member.
On Friday, Febraury 17th, our own Iowa Business Blog Workshop goes in-depth on the how and why of business blogging.
The month starts with the Iowa Blogger Bash on Saturday, February 4th at the Raccoon River Brewing Company.
Technorati Tags: PRSA, Shel Holtz, Iowa,
E's Into the Conversation - Part II
Extend Your Reach
One of the businesses I've been working with is looking for customer evangelists. My counsel is look for bloggers who have a passion for their type of product and get into their hands. Bloggers are in the habit of sharing their honest opinions (they do it offline too).
Last week, I found that David Lorenzo practices this very well. Each month, I host a Blog Workshop. David found out about it and offered advance copies of his new book, Career Intensity, to those attending the next workshop.
I wouldn't normally recommend a book I haven't read yet (release due in May), but I've read enough of Dave's work on his three blogs to know this will be a great read.
IMPORTANT NOTE: David is extending his reach by offering his book at the workshop. But that's not where this story starts. How did our paths cross in the first place?
Ron McDaniel's Buzzoodle is another blog I read regularly. That's how I found out about Career Intensity. I eventually place Career Intensity on my list of Blogs I Read. I'm sure that's how David found my site.
Here's what's interesting. By searching Ron's site, we find their relationship started early last summer with an email from David to Ron. Think Mr. Lorenzo extended his reach?
Find bloggers who have a passion for your type of product or service and get it in their hands. Engage in a Conversation. Extend Your Reach.
Want to learn how? Register for the Iowa Blog Workshop (and get an advance copy of Career Intensity) right now.
Technorati Tags: Career Intensity, Buzzoodle, Iowa Blog Workshop
E's Into the Conversation - Part I
This week, we're going to look at ways and reasons a business should take an active role in the blogosphere (definition). When I say "active role", that doesn't necessarily mean publish a blog. Maybe the best place to start is by engaging in the conversation.
Engage in the Conversation.
I often tell new "bloggers" how to find current and potential customers (or readers) - and why.Then I suggest they engage in a conversation that adds value - to the blog site you're commenting on.
A great example of this is how Tim King got me reading his blog, Be The Story. Tim placed a comment on a recent post of ours. He engaged in the conversation without promoting his own site. It compelled me to check into his site and now I'm hooked, particularly because I can either read or listen to his posts.
What Tim didn't know is that I would use his site - not once, but twice - as part of the reference list for my blog workshops.
Do you need a blog to accomplish this? Nope. When taking part in a blog conversation, place a link to your (cob)web site if you're not blogging yet.
Find a few keywords or phrases. Do a search on Technorati's Find a Blog and create a Watch List (Here's one for Panera in Iowa). Then go engage in the conversation. Or start below.
Who's First to Friendly?
What's the problem with customer service - and sometimes customers themselves? It's HASPO vs. ASPOBO
There was a bit of discussion that followed the theme of my CompUSA vs. Best Buy post.
- Jay Visaria says it's part of the reason he shops online. But just part.
- The Consumerist asks If Friendly Retail is a Lost Cause?
- Mark True asks for your experiences of brand disconnect.
- Mike Wagner coins a phrase about this kind of thing: "