Follow the New Play Book for Business Success
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August, 2009
Issue 48
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Your business is probably scrambling to adjust to challenging economic times like so many others. As you examine your operating costs, inventory management and marketing plan, be aware that a new play book is in force.
Only a few years ago, businesses could count on powerfully well-written print and media advertising to put their names in front of potential customers. The best commercials with the slickest slogans often paid off in impressive sales for the company. Then word of mouth, especially among consumers bent on keeping up with trends, guaranteed many companies a wave of even more profits.
But times have changed. The former ways of attracting business–playing golf with the movers and shakers, investing in well-written ads and staging extravagant promotions–still work to some extent. But the ability of consumers to communicate with each other and with companies via social media has upped the ante and brought a new play book to the game.
Obama’s success in the 2008 presidential election was the dramatic proof of the power of email, text messaging, Twitter and Facebook to make the ordinary citizen a reporter, editor and news correspondent all at the same time. News stations even began to respect and buy photos of late-breaking news shot with cell phones especially since in some cases these photos could capture news as it was happening.
As more companies recognized the power of Twitter, for example, the owners and CEOs made themselves accessible where consumers and users could ask them questions or voice complaints directly rather than going through the traditional channels. When I saw the owner of EzineArticles was on Twitter recently, I asked a question and got a response in a short time.
What does all this have to do with your business?
Many business owners are still questioning whether they should be participating in Twitter, Facebook, LinkedIn, Biznik and some of the over 100 social media networking sites. It’s no longer an either-or. If you want to compete in this new business arena, you will need to follow the new play book.
The way you use these social media sites will depend on your business and how creative you can be.
Street vendors have created buzz and excitement for their fast food by using Twitter to let fans know where they will be parked on given days. Here in CA, for example, there is a Korean barbecue taco company that tweets the different location of its three trucks daily. Enthusiastic fans line up to get these unique and delicious combination of Korean and Mexican flavors. Such a clever use of Twitter has brought attention, new customers and most important, increased profits for this company.
Can you think of clever and creative ways you could use social media to promote and market your business? When you do, you’ll be successfully following the new play book.
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Find Riches in a Niche
Everywhere you go online or off, you hear the same thing: you must find a niche. If you are new in business this is advice you will do well to heed .
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a special report, “Corporate v.s. Consumer Sales”
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a sample letter of introduction
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a sample proposal
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a special report, “How to Successfully Target Niche Markets”, that includes things to consider, who to contact and suggested niche markets
Promote Your Business on the Radio
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Issue 46
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Attracting customers to your business requires dedicated promotion of your service and products. One of the most popular ways to do this is on the radio.
Some businesses buy radio ads, but I’m not talking about paying to be on the radio. I’m referring to the three main ways to get your name and business known on the radio and in the media f.r.e.e.
1. Be interviewed by a reporter
Help a Reporter Out (HARO) is a f.r.e.e service for reporters looking for experts on various topics. Subscribe to receive the daily listing to see if any of the inquiries fit your niche and skills.
2. Be the guest on a radio show
Network and local radio stations are always looking for unique stories, seasonal twists on stories to fill their air time. If you bought ad time you’d spend $1,000s per minute depending on the size of the station. And, in spite of your huge investment, the listeners will forget the ad, whereas they’ll pay close attention to an interview.
Learn how to get interviewed on the radio from the publicity expert, Alex Carroll. Sign up for his free information and then use it.
3. Host your own radio show on the Internet.
Internet radio is an excellent way to offer quality information to your customers, clients and others, as well as build a following. One of the most popular is Blog Talk Radio. They offer thousands of shows on the internet. Anyone who wants to be a radio host can set up an account with them, and using the tutorials provided learn to set up your show page and program.
In addition to creating a live show where listeners can call in with questions or comments, your shows are archived and available for downloading to your website, blog or sharing by email.
Check out my radio show at www.blogtalkradio.com/florabrown
Whether you use one of these or a combination, the important thing to remember is that you must offer the listeners valuable content. Blatant self-promotion will fall flat. Instead, think of the kind of information about your niche that will most benefit your listeners, then prepare your script or interview accordingly. Once your listeners trust you to provide quality content, they are more willing to trust you with their spending money as well.
Get a Buddy or Coach for Motivation and Productivity
Issue 45
Even the most industrious of us can benefit from an occasional push to get or keep us going.
My efforts to get out and walk daily, for example, were sporadic until I joined a neighbor who walks her dog daily. We both were happy to join forces because it’s just easier to show up when someone else is expecting you. We have been consistent for months now.
One of my writing goals was to create quality articles frequently and in a more timely manner. When I heard of Jeff Herring’s 100 Articles in 100 Days Challenge I jumped on board and began to churn out articles faster using his videos, ideas and the camraderie of the other participants. There are no prizes (that I know of) other than the gratification and sharpened skills at the finish line in July 2009.
In the early stages of writing my book, Color Your Life Happy, I worked with a motivational coach who gave me ideas and encouragement, and was my accountability partner. As I moved closer to the later phases I hired a publishing coach who gave me more specific tips, guidance, inspiration and again, was my accountability partner.
Why does coaching help?
Look at the top achievers in the world, such as Tiger Woods and Tony Robbins and others in sports and entertainment. Even though they live their passion and enjoy dream lives, they have coaches. As a matter of fact, I didn’t make as much progress in my own coaching and writing career until I hired a coach.
Is coaching for you?
Are you working toward a goal and pursuing your passion? Do you sense that you could use an accountability partner, a sounding board and a gentle guide. I urge you to consider getting a coach or buddy to help you stay motivated and increase your productivity.
I have a few coaching slots available in my practice. I’d be delighted to help you set priorities, make action plans and achieve the success you deserve. Get a complimentary session, then decide. Learn more here.
Get Visibility for Your Business and Help a Reporter Too
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Issue 44
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There are many reporters looking for people to interview for their articles, radio shows and more. If what you can share with them contributes to their story and is a good match for your business, you are both well served.
Peter Shankman, an entrepreneur and all-around nice guy, started a service Help a Reporter Out, to help his reporter friends find the resources they need to complete their stories. The service is available fr*e, but you are asked to be sure that the information you can provide matches the request.
A good match is one where you are in the field or category that the reporter is seeking and you are knowledgeable on the topic . I saw a request from a writer this morning, for example, who is seeking someone over 50 who has survived crises (she gave examples) and can share tips on cultivating qualities of resilience and strategies for coping with stress.
I responded to the reporter because I met all the qualifications and experiences she is seeking, plus I’m writing a book in which one chapter deals with handling change and bouncing back from adversity.
Also, before responding, check to see if the reporter wants people from a specific geographic area or with specific degrees.
When you sign up for HARO you’ll receive about 3 daily emails listing about 15+ leads in each. But respond with care. Your pitch must match the request or you are in danger of being dropped as a member of HARO. Take note of this announcement from Peter that was in today’s issue and go over to take a look at his five rules.
So, this morning, there was a query from a reporter looking to
interview people for a Q+A. She forwarded me 15 pitches that were
so completely off-topic and not what she asked for, that I honestly
checked to see if I confused her email address with someone else in
the query. I didn’t. So as of now, 15 people are banned from HARO.
I’ve said it before, gang. Stay on topic. Violate the five rules of
HARO, and you’re banned. http://shankman.com/the-five-rules-of-haro/ -
And before you email me asking if it was you, THINK: If you’re reading this, it wasn’t.
Getting visibility for your business is a great thing, but be sure you follow the rules so that the situation benefits you and the reporter, and keeps you off Peter’s hit list.
Follow me on Twitter at www.twitter.com/florabrown