tag:blogger.com,1999:blog-4211033071675023402024-03-14T06:11:07.577-07:00Service as a WIN-WINHelping companies grow by unlocking hidden value in customer relationships, improving service portfolios,and supercharging salesThomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.comBlogger47125tag:blogger.com,1999:blog-421103307167502340.post-82141403994949561702022-06-06T08:01:00.001-07:002022-06-06T09:05:33.896-07:00Power Blogging: Sharing and Making Connections<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx7u7cPIWfEQXBmfG66yCoRvICEqb2zBvxLoXJcFbw6-A1Cww59YOvd1drVfMm_OixCXHPAUk0vpaazim_Oe5oR7nrwRjVSHh0kCWul5CR2HVeSll1M9h1Io-2HWziigouGmtSNGA6sjLKsIvILYAdY8P0ygc3j48_O1GSuR2b1zznLYUMyjGHzSdd0Q/s3418/little%20library.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="3418" data-original-width="2494" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx7u7cPIWfEQXBmfG66yCoRvICEqb2zBvxLoXJcFbw6-A1Cww59YOvd1drVfMm_OixCXHPAUk0vpaazim_Oe5oR7nrwRjVSHh0kCWul5CR2HVeSll1M9h1Io-2HWziigouGmtSNGA6sjLKsIvILYAdY8P0ygc3j48_O1GSuR2b1zznLYUMyjGHzSdd0Q/w146-h200/little%20library.jpg" width="146" /></a></div><br /> Last night my wife and I took a walk around the
neighborhood. On a street we hadn’t walked on lately, we found a new addition:
<a href="https://littlefreelibrary.org/" target="_blank">A Little Library</a>. We stopped to look through the offerings and found one that caught our eye.
We left with a book.<p></p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">Later that evening my wife, looking through her find, found
a note from the author (hand-signed) inviting contact from readers. “Look, we
can write to the author, and he might write back! I’d love to do that!”<o:p></o:p></p>
<p class="MsoNormal">The find of a book was unexpected, the offer of a
“connection” even with someone unknown but having something in common (in this
case, a book read or written), was very exciting. I think successful blogs,
written by my clients – that offer a connection and not just
information – are exciting too. Often exciting enough for readers to share with
others, reaching an entirely new audience.<o:p></o:p></p>
<p class="MsoNormal">Blogging has become more popular with the growth of social
networking (and associated segmented advertising systems like Facebook). Targeted
ads are helpful. Writing is hard work and using advertising to get fresh eyes
on copy seems like a fair trade. But when a post gets passed along by “first
open” readers – often to many – it reflects a particular interest or impression
of the reader. I believe that an element that makes a post “worthy of being
shared” is the offer to connect.<o:p></o:p></p>
<p class="MsoNormal">Bloggers can make connections with readers by sharing relevant personal detail or sharing how they personally have used the
information or been impacted by the idea. My friend Nathan writes a blog called <u><a href="https://nathanemmett.com/" target="_blank">Plan and Prepare</a></u>, about issues around preparing for the “end of life.” He recently
ran an article about <a href="Monuments – How to Remember Our Loved Ones – Plan and Prepare (nathanemmett.com" target="_blank">Monuments</a>,
and their importance in anchoring us to our memories of friends and family. He
included a photo of his dad’s old truck and the struggles he had as a teenager
learning how to drive it. The post was the same length as his other posts and
had about the same number of references to authoritative sources, but fully
twice as many people opened this post compared to any of his others. <o:p></o:p></p>
<p class="MsoNormal">We all strive to make connections, and blog posts, coupled
with social media, allow even the most travel-averse of us to do this. If
you’re going to write a blog post, increase your chances of making a connection
with your readers by:<o:p></o:p></p>
<blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p class="MsoListParagraphCxSpFirst" style="text-align: left; text-indent: -0.25in;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span>Making the headline engaging</p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><p class="MsoListParagraphCxSpFirst" style="text-align: left; text-indent: -0.25in;"><span style="font-family: Symbol; text-indent: -0.25in;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span><span style="text-indent: -0.25in;">Being authentic</span></p><p class="MsoListParagraphCxSpFirst" style="text-align: left; text-indent: -0.25in;"><span style="font-family: Symbol; text-indent: -0.25in;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span><span style="text-indent: -0.25in;">Speaking to your intended reader’s needs</span></p><p class="MsoListParagraphCxSpFirst" style="text-align: left; text-indent: -0.25in;"><span style="font-family: Symbol; text-indent: -0.25in;">·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span><span style="text-indent: -0.25in;">Including a picture</span></p></blockquote><p class="MsoListParagraphCxSpFirst" style="text-align: left; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -0.25in;"><o:p></o:p></p>
<p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -0.25in;"><o:p></o:p></p><p style="text-align: left;"><span style="font-family: Symbol; text-indent: -0.25in;"> ·<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span><span style="text-indent: -0.25in;">Sharing a bit of yourself when it’s relevant to
the point you're making<br /><br /></span>Your blogging skills (copywriting, topic selection, etc.)
will get better as you add to your collection of posts, but if you keep these five
tips in mind when you start, you’ll increase your chance of making an impact
and creating an audience for your future posts.</p><p class="MsoNormal"><o:p></o:p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-21618083228333673612021-05-01T21:49:00.011-07:002021-05-01T21:49:52.819-07:00Getting the Most Out of LinkedIn<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9LMSTemyJI43Sb-5PIKO2tjJmZa11s62cqUtkHKOnVb5tFx-e50nVrFu43CsviUOIv8d8y6eijJA7mf7qRVls02GHbWG45vkoIAjHQ_EBF9M4qVnp8VZgxb75xmekaRGcMoi32aazciG4/s705/LinkedIn+comparison.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="593" data-original-width="705" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9LMSTemyJI43Sb-5PIKO2tjJmZa11s62cqUtkHKOnVb5tFx-e50nVrFu43CsviUOIv8d8y6eijJA7mf7qRVls02GHbWG45vkoIAjHQ_EBF9M4qVnp8VZgxb75xmekaRGcMoi32aazciG4/s320/LinkedIn+comparison.jpg" width="320" /></a></div><p class="MsoNormal" style="margin-left: .75in;">Are you using a LinkedIn
professional profile as part of your <a href="https://midpen.wordpress.com/2012/02/23/practical-branding-for-the-smaller-business">digital
branding effort</a>? Many of us are. With 740 million<u> </u>members from 55 million
registered companies in 200 countries, LinkedIn is <a href="http://www.about.linkedin.com/">the most widely used social media site
for businesspeople</a> . Most of these members do not pay for the service,
opting to create free profiles and keep them updated so they show up in Google
search results and other digital search tools. <o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">But many customers opt to expand
the utility of the LinkedIn site with fee-based enhancements to networking, messaging,
and access to lead databases. Many of my clients ask if investing in these
extra features is worth it for their business efforts. </p><p class="MsoNormal" style="margin-left: .75in;">My response is always
the same: It depends.<o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">LinkedIn offers several tiers with
increasing levels of enhanced services, accompanied by an increasing monthly
cost. The exact composition of each tier and the prices charged may vary country
by country, and of course the prices change over time. The following chart was
compiled by <a href="https://topdogsocialmedia.com/">Top Dog Social Media</a> and
provides these details.<o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">Generally, the free LinkedIn
profile option allows you to create a profile, populate it with indexable
content, including a head shot and blog posts hosted elsewhere, and create a
“cloud” of first-level LinkedIn contacts through invitation. Those first-level
contacts will be notified of changes in your profile (new blog posts, changes
in work status, or other affiliations) and generally promote “staying in touch.”
In addition, a limited number of “instant messages” can be passed to first-level
contacts via the LinkedIn system, bypassing regular email channels.<o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">As you can see from the chart,
higher levels of LinkedIn investment allow for greater access to messaging and
intelligence about who is accessing your profile. They also offer additional
features (like LinkedIn Learning, which are canned courses for viewing on
demand) and search access to second- and third-tier contacts of your first-tier
contacts). This becomes useful (a quantifiable benefit) if you are seeking
leads for specific services. The two highest LinkedIn tiers (most expensive)
provide access to databases that go beyond the profiles created by LinkedIn
members. Generally, recruiters and HR professionals typically find these tiers
cost effective.<o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">So, the answer to “should you
upgrade your LinkedIn membership” depends on the nature of your business, and,
in particular, your “pacing” and the nature of your lead generation process. If
you typically engage in heavy direct prospecting year-round for new or expanded
business, or if your business is heavily focused on recruiting, a significant
investment in enhanced LinkedIn services might be a good decision.
Alternatively, if your business is highly cyclical and heavily focused on
referrals, you might be better advised to spend the time and money on keeping
your free profile fully populated with your latest professional accomplishments.
This will enable prospects to “check you out” when considering doing business,
and will allow you to get the benefit of a larger digital footprint in search
results.<o:p></o:p></p>
<p class="MsoNormal" style="margin-left: .75in;">The good news is that LinkedIn
makes it easy to try out an advanced tier of service through a <a href="https://www.linkedin.com/premium/products/">free trial program</a> and
cancel if the services are not meeting your needs. <o:p></o:p></p>
<p class="MsoNormal"><o:p> </o:p></p><br /><p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-5816899510139931252021-04-20T10:50:00.000-07:002021-04-20T10:50:13.235-07:00Business Networking in the Time of COVID<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnFC_MC8qrCvTzwZG14Lb3oz4lJdLGRpnRKqCavEJGdRfvx6WTU8Nu98HvzUSwJGLbHIJ_iPndOQIYmoEJkUyiPPK-7XDLdpCrtI3KPCl1wQt1HzK3opISAF4Qd3x1DjBEx1LYXK2yLWHD/s724/covid_networking.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="483" data-original-width="724" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnFC_MC8qrCvTzwZG14Lb3oz4lJdLGRpnRKqCavEJGdRfvx6WTU8Nu98HvzUSwJGLbHIJ_iPndOQIYmoEJkUyiPPK-7XDLdpCrtI3KPCl1wQt1HzK3opISAF4Qd3x1DjBEx1LYXK2yLWHD/s320/covid_networking.jpg" width="320" /></a></div><br /> Many are finding that the normal in-person networking
events, even if permitted, are risky for themselves or their customers. In the
service business, there are two “types” of business networking that are
critical to business survival, despite the current pandemic:<p></p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoListParagraphCxSpFirst" style="margin-left: 1in; text-align: left; text-indent: -0.25in;"></p><ul style="text-align: left;"><ul><ul><li><span style="font-family: "Courier New"; text-indent: -0.25in;"><span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span></span><span style="text-indent: -0.25in;">Networking to find new customers</span></li></ul></ul><li><span style="font-family: "Courier New"; text-indent: -0.25in;">o<span style="font-family: "Times New Roman"; font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;">
</span></span><span style="text-indent: -0.25in;">Networking to remind friendly contacts and
customers that you are still ready to service them.</span></li></ul><p></p><p class="MsoListParagraphCxSpFirst" style="margin-left: 1.0in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -.25in;"><!--[if !supportLists]--><o:p></o:p></p>
<p class="MsoListParagraphCxSpLast" style="margin-left: 1.0in; mso-add-space: auto; mso-list: l0 level2 lfo1; text-indent: -.25in;"><o:p></o:p></p>
<p class="MsoNormal">If you’re looking for new customers, it’s a great time to
sharpen your social media skills and open yourself up to new possibilities. Consider
a tool like <a href="http://www.tinyurl.com/3x2zw5um" target="_blank">LinkedIn Sales Navigato</a>r, which gives great access to lead lists
that fit the profile of customers you are already serving . You can also use blogs and social media content
(combined with options like <a href="https://blog.hootsuite.com/how-does-facebook-boost-posts-work/" target="_blank">Facebook’s Boost</a> to help get fresh eyes on your business content and ideas. Both of these can
provide great intros to new contacts. Further, careful audience selection will
allow you to titrate your ad investment to the preferred customer location and
profile. <o:p></o:p></p>
<p class="MsoNormal">“With all the new electronic (touchless) lead generation, I
remind people not to forget the older techniques. Postcards to a tested list,
and joint venture outreach with trusted professionals serving the same market
can be highly successful,” says Service for Profit’s Tom Pencek.<o:p></o:p></p>
<p class="MsoNormal">But what about reaching out to friendly contacts? Well, it
turns out that it’s easier than ever to do that while staying home – especially
if you have the contact info of the people you’re trying to reach. In this case,
it is all about choosing a method of contact that is most convenient for your
audience.<o:p></o:p></p>
<p class="MsoNormal">I’m a big believer in periodic emails that are tailored for
your target audience. I recommend <a href="https://login.mailchimp.com/signup/" target="_blank">MailChimp</a> for this, as it is free for smaller
lists (<2000 names).
Podcasting is becoming more accepted as an outreach method for some customers
as well. Walking with earphones and listening to recorded content seems to be
common these days in Silicon Valley. Google has stepped up to create <a href="https://googlecp.prx.org/" target="_blank">an educational series on Podcasting</a>, and provides new podcasters training on how
to get into this outreach method .<o:p></o:p></p>
<p class="MsoNormal">Bottom line, some contacts prefer a light touch. It’s a good
idea to make an initial contact and ask permission before routinely sending
them an ongoing series of emails or other content. Once that’s done, you can use
anything in your newly expanded toolkit to effectively market your services and
connect with customers.<o:p></o:p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-87080483124422702512021-04-08T11:09:00.001-07:002021-04-19T12:56:59.592-07:00Making a Daily Plan – Is It Worth It?<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-06JPwz1J5-hujkjXBu43Y2w-HLdcj8nLjCiLFYg49qddxi0I1sbxH0qdMt5BNSio1eMhzVKZxynbCjxcmQh9kgHR3hQw7diXHm-3BqK5E99-Cx8xgddCX70OD60Q1CBs9BFsysF28BpU/s723/iStock-1200747724.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="483" data-original-width="723" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-06JPwz1J5-hujkjXBu43Y2w-HLdcj8nLjCiLFYg49qddxi0I1sbxH0qdMt5BNSio1eMhzVKZxynbCjxcmQh9kgHR3hQw7diXHm-3BqK5E99-Cx8xgddCX70OD60Q1CBs9BFsysF28BpU/s320/iStock-1200747724.jpg" width="320" /></a></div><p></p><p class="MsoNormal">It’s easy to get distracted when working from home. Aside
from calendared meetings that are difficult to change, requests from
housemates, doorbells that demand answering, and the endless emails and texts
that arrive all clamor for your attention, time, and a fraction of your working
day. So how do you stay on course? Consider a daily work plan.<o:p></o:p></p><p class="MsoNormal">Many years ago, I had occasion to see<a href="https://www.youtube.com/watch?v=zV3gMTOEWt8&ab_channel=FranklinCovey" target="_blank"> a video</a> by
productivity legend Steven Covey. In it he demonstrated conclusively why only by planning your work can you
ensure that the most important or complex tasks and deliverables are completed
on time.<o:p></o:p></p><p class="MsoNormal">I’ve always advised people to create their daily plan the
day before, usually before shutting down for the day. Adding breaks, and plenty
of time for what Covey calls, “the big rocks” (your top priorities for the day)
helps to clear the decks and avoid missed deadlines. Alternatively, some people
like to set aside 10 minutes first thing in the morning to plan – if they can
ignore the phone long enough to get it done.<o:p></o:p></p><p class="MsoNormal">When planning, even when forced to work away from the
office, it’s important to use a modality that is comfortable and consistent
with your preferred working style. For example, some of us like to use
traditional paper planners (like Franklin Planner) or simple lists, while
others prefer electronic tools. It’s possible to use Outlook as a planning tool
with <a href="https://www.wrike.com/apps/email-integration/wrike-for-outlook/" target="_blank">readily available software overlays</a>, or you could choose to use a <a href="https://www.any.do/daily-planner-moment-app-for-windows/" target="_blank">more comprehensive planning tool</a> that encompasses
not only work activities, but the activities of daily life <u>.<o:p></o:p></u></p><p class="MsoNormal">Whichever solution works best for you, be sure to be on the lookout
for those “time wasters” that can wreck any plan. I have found the “start time
delay” to be the biggest problem for me personally. There is always something
to deal with before starting the workday, and frequently it leads to another
task that just “must” get cleared. Excessive travel between appointments can
also run out the clock, although with the growth of Zoom and Skype meetings, this
time waster is less common. <o:p></o:p></p><p class="MsoNormal">Finally, don’t overschedule. Allow for downtime during the
day, a reasonable gap between meetings, and a heavy “think” session. Increase
the number of scheduled tasks and meetings to your daily plan only after you’ve
had success with a less aggressive schedule.<o:p></o:p></p><p class="MsoNormal">By following these simple steps, you will get increasingly
adept at meeting daily objectives and higher lever goals. <o:p></o:p></p><p>
</p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-71584568860459512722021-03-20T12:36:00.005-07:002021-03-20T12:36:34.528-07:00The Need for Speed<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsGaWoyw4wg3VUwdyo7qlamnfu4iIuyKURmqIj-wsQzR-YRq3K6qVC_wvAU-SjyY4xxliCe5U9K0xom-0hOHp6zwim2bMJkDWgmkzRg3VuK1V4X_-Twn60ULeKN0MMuWgBLFmyHQ6aRysC/s591/iStock-934010702+moving+business+people.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="591" data-original-width="591" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsGaWoyw4wg3VUwdyo7qlamnfu4iIuyKURmqIj-wsQzR-YRq3K6qVC_wvAU-SjyY4xxliCe5U9K0xom-0hOHp6zwim2bMJkDWgmkzRg3VuK1V4X_-Twn60ULeKN0MMuWgBLFmyHQ6aRysC/s320/iStock-934010702+moving+business+people.jpg" /></a></div><br /> I was talking to my friend who is a year into a new sales
role at a local company. I asked him how it was going, and he assured me he had
found the secret to doing well. Unlike his previous direct service sales
position, his new role required he work with a variety of outside sales
partners to meet customer needs.<p></p><p class="MsoNormal"><o:p></o:p></p>
<p class="MsoNormal">“When they call, I jump. No matter what my plans were, I
change them and try to be the most responsive resource they can work with!”<o:p></o:p></p>
<p class="MsoNormal">How many professional service providers and sellers, when
asked what makes their service better than others, talk about their experience,
or the quality of the service they provide. No doubt those are important
elements to distinguishing yourself. But in some cases, being quick and flexible
can be more important. Indeed, by demonstrating your willingness to be prompt
and flexible in the face of needs from your sales partners, a consultant can
distinguish himself from other colleagues, and increase referrals. <o:p></o:p></p>
<p class="MsoNormal">There are software solutions to help you be a nimbler
provider and seller of your professional service. Some solutions are tailored to
your industry, and others are tailored to your size of business. There are even
<a href="https://www.capterra.com/sales-enablement-software/">websites</a> that allow you to compare features and select from a field of
solutions. <o:p></o:p></p>
<p class="MsoNormal">But the most important thing is attitude. Are you willing to
quickly revise your schedule to respond to a need from an outside sales
partner? Do it often enough and you earn friendship and professional loyalty.<o:p></o:p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-43587768702926432332021-02-15T14:09:00.003-08:002021-02-15T14:09:33.104-08:00Tracking and connecting with clients, prospects, and contacts fills your services sales pipeline<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfJDxBrgxXnVEHaJeHJKPuxltZxM0LPE9Y1Jh3L7eP6kborkrBJIHSlbEyoh40TxJqY3__K08lK7I0pHwz7Yq8gbFxuH8aSGzXiTW6_jdPIjEzqHciJyeA-96jDDsoikWF3Wz-Cc-UzW9f/s591/shelf+of+mind.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="591" data-original-width="591" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfJDxBrgxXnVEHaJeHJKPuxltZxM0LPE9Y1Jh3L7eP6kborkrBJIHSlbEyoh40TxJqY3__K08lK7I0pHwz7Yq8gbFxuH8aSGzXiTW6_jdPIjEzqHciJyeA-96jDDsoikWF3Wz-Cc-UzW9f/s320/shelf+of+mind.jpg" /></a></div>I suppose it is common sense, but most of us have found that satisfied clients are the most likely to buy again, followed by persons that have already been contacted but haven't bought yet, followed by acquaintances that may or may not have a need for your service. <p></p><p>Networking and word of mouth is a big investment. Don't waste time and money, and lose out on sales opportunity, by sloppy record keeping. Use a reliable tool to record and track all these highly valuable contacts.</p><p>I have found that routine emails or other "touches" is important if you want to keep these contacts viable. I call it shelf of mind (<a href="https://www.theoryaboutthat.com/faq">https://www.theoryaboutthat.com/faq#Be-Shelf-of-Mind</a>)</p><p>I recommend to my clients that they use something simple, cloud based, and free to accomplish both contact tracking and email management: MailChimp. <a href="(http://www.mailchimp.com">(http://www.mailchimp.com</a> ) . The free tool includes a database, and a limited number of emails per month.</p><p class="MsoNormal"><o:p></o:p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-33621577800055002302021-01-30T14:15:00.002-08:002021-01-30T14:16:56.782-08:00A Software Tool that Helps Consultants Book Appointments Faster<p> </p><div class="separator" style="clear: both; text-align: center;"><ul><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1IkjLhXwLzxwBaqM1aQMfZJAlQcNVo9-sRmZeguLo-YZVwH1LEF1NmqkAZWlMzeBGnDWSIJnuOZ8Cpp7iLfXrQbgVCaDV3MHBrMJsqmR0wXDAooPKHipczynPucmZjCayeFXTn2zmtFkl/s688/clock+with+blank+slate.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="508" data-original-width="688" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1IkjLhXwLzxwBaqM1aQMfZJAlQcNVo9-sRmZeguLo-YZVwH1LEF1NmqkAZWlMzeBGnDWSIJnuOZ8Cpp7iLfXrQbgVCaDV3MHBrMJsqmR0wXDAooPKHipczynPucmZjCayeFXTn2zmtFkl/s320/clock+with+blank+slate.jpg" width="320" /></a></ul><p style="text-align: justify;"><span style="text-align: left;">Does the early bird really get the worm? These days, at least for consultants, insurance professionals, financial consultants, and professional service providers of all types, it can make the difference between a thriving business and one that is floundering. </span></p></div><div style="text-align: justify;"><br /></div><div style="text-align: justify;">Cutting down on the back and forth negotiation that usually accompanies appointment setting can really make a difference in volume of your professional service sales pipeline and the speed with which it moves. If this sounds like it could be a problem holding you back, I recommend that you take a look at the cloud based scheduling tool, Calendly (<a href="http://www.calendly.com">www.calendly.com</a>).</div><div style="text-align: left;"><br /></div><div style="text-align: justify;">The tool runs in the cloud, <u><b>offers a free version with basic functionality</b></u>, shields your calendar details (only shows open slots), communicates with most major digital calendar systems, and can be upgraded for increased functionality or groups. </div><div style="text-align: left;"><br /></div><div style="text-align: left;">As you can see from the dashboard, multiple types of meetings can be accommodated. </div><div style="text-align: left;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFVZu6ZTmdFAqdPmaQCNfK3DYIOE-QBHelRqKaXeBALxZFPgePF-pH2RpZj-7JKvP5F9YadbvMuz1KKOPeAAvZEMTK-c0GtbH4HOQzLHH_-w221jvgHWeZedSdmFpUQBreOBylzBSaWNHA/s1131/Calendly+Dashboard+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="829" data-original-width="1131" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFVZu6ZTmdFAqdPmaQCNfK3DYIOE-QBHelRqKaXeBALxZFPgePF-pH2RpZj-7JKvP5F9YadbvMuz1KKOPeAAvZEMTK-c0GtbH4HOQzLHH_-w221jvgHWeZedSdmFpUQBreOBylzBSaWNHA/s320/Calendly+Dashboard+2.jpg" width="320" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><div style="text-align: left;"><br /></div><p></p>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-36141383555009397572019-04-10T17:49:00.002-07:002019-04-10T18:00:18.284-07:00I Remember: Reflections with a Theme <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx7hrfoF4zuknfNCpbKWBSC5f5xx7IhM3IiXndUHT6XC_PcEBNzj35purL9oyulvrLQhK92uaYrJslTD_q3iwt6c-Q4WVVgIc64-6ZbVTFpnJszBIqNYgbfI9Y2cX39r9nbwx9zvcBg-wT/s1600/remember+cover+%25282%2529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="588" data-original-width="384" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx7hrfoF4zuknfNCpbKWBSC5f5xx7IhM3IiXndUHT6XC_PcEBNzj35purL9oyulvrLQhK92uaYrJslTD_q3iwt6c-Q4WVVgIc64-6ZbVTFpnJszBIqNYgbfI9Y2cX39r9nbwx9zvcBg-wT/s200/remember+cover+%25282%2529.jpg" width="130" /></a></div>
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<span style="font-size: 14.0pt; line-height: 107%; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Many of us have given more than a
passing thought to writing up our life’s experiences for our busy children, who
never had time to listen, or our grandchildren who may someday be interested.
But Luda Shuster has done more – she has labored for months to craft 7
connected tales of remembrance and illustrated them with pictures from the
family album.<span style="mso-spacerun: yes;"> </span>This slim volume captures
life’s wisdom in written snapshots to which we can all relate. <o:p></o:p></span></div>
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<span style="font-size: 14.0pt; line-height: 107%; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;">Here’s what an early reader, <a href="http://eviepreston.com/">Evelyn Preston</a> of <b style="mso-bidi-font-weight: normal;">Active Over 50 Magazine</b> had to say:<o:p></o:p></span></div>
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<span style="color: black; font-size: 14.0pt; line-height: 107%;">“Luda Shuster’s packed portraits of her family is proof of poetic
prose; emotion, story, background and theme weave through clearly and cleanly
to leave the reader edified and satisfied, yet amazed that the big picture of a
life is so succinctly and charmingly packaged in her finely drawn memoir, <i>I
Remember</i>.”<o:p></o:p></span></div>
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<span style="color: black; font-size: 14.0pt; line-height: 107%;">This collection includes reflections on Luda’s Jewish parents,
legal professionals practicing in Stalinist Russia of the 50’s (My Naïve
Parents), reflections on important childhood relatives, the family and personal
impact of Chernobyl (Nature Girl) and my favorite selection dealing with the
impact of time on our family connections (The Saturday Visit).<o:p></o:p></span></div>
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<span style="font-size: 14.0pt; line-height: 107%; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><a href="http://www.serviceforprofit.com/services.php">Service for Profit’s</a>
publication team assisted in this project, providing editing, page design, and
cover design services. <b style="mso-bidi-font-weight: normal;">I Remember </b>by
Luda Shuster is available in <a href="https://www.amazon.com/dp/0578470306/ref=nav_timeline_asin?_encoding=UTF8&psc=1">paperback</a> and<a href="https://www.amazon.com/gp/product/B07QKMVTZ6/ref=dbs_a_def_rwt_bibl_vppi_i0">
eBook</a> formats on Amazon, <a href="https://www.barnesandnoble.com/w/books/1131043385?ean=9780578470306">Barnes
& Nobel</a> and other book re-sellers. <o:p></o:p></span></div>
<br />Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-15788689143075055322019-03-28T11:12:00.001-07:002019-04-09T10:24:38.832-07:00Financial Adulting – Read all about the stuff you SHOULD be doing, and if not, HOW to fix it<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj60F3LZUlN-Vjwjs8bGcOWhagjp5XISengSosjUTPukAX166XkX35ssrXuIepOC9SLbAhyphenhyphenlZA7Hh2ICW-7zGuYEeE4A1DKDGGMqqHrvnTg8UAYSIYblDCiyu7equleek5dGXJxU-JXC44w/s1600/financial.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="499" data-original-width="324" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj60F3LZUlN-Vjwjs8bGcOWhagjp5XISengSosjUTPukAX166XkX35ssrXuIepOC9SLbAhyphenhyphenlZA7Hh2ICW-7zGuYEeE4A1DKDGGMqqHrvnTg8UAYSIYblDCiyu7equleek5dGXJxU-JXC44w/s200/financial.jpg" width="129" /></a></div>
<br />
<div style="background: white; margin-bottom: 10.5pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">We’re happy to congratulate Aaron Rubin on the publication of
his first book: <a href="https://www.amazon.com/Aaron-Rubin/e/B07PZF9V6W/ref=dp_byline_cont_book_1">Financial
Adulting – Take Control of your financial Future</a>. Just released in March,
with the help of our <a href="http://www.serviceforprofit.com/">Service for Profit
Publication Support</a> team, this 200+ page volume is full of useful
information for those just starting out on, or well along in their life
financial journey. <o:p></o:p></span></div>
<div style="background: white; margin-bottom: 10.5pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">As a California attorney, Certified Public Accountant, and
Certified Financial Planner© Aaron Rubin has seen it all, and many times it's
not a pretty picture. Rubin provides practical advice about budgeting and
saving, taxes, investments, insurance, and estate planning. He tells you what
to avoid, what to focus on, and isn't afraid to call out those who may not be
looking out for your best interests.<o:p></o:p></span></div>
<div style="background: white; margin: 0in 0in 10.5pt; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; widows: 2;">
<span style="color: #333333; font-family: "arial" , sans-serif;"><span style="font-size: 10pt;">Rubin
also connects with readers through shared experiences. He acknowledges his own
shortfalls and tells stories out of his own life (some amusing, and others </span><span style="font-size: 13.3333px;">cringe worthy</span><span style="font-size: 10pt;">). We all make mistakes and feel foolish at times, but it's from
these mistakes that we can learn and grow.<o:p></o:p></span></span></div>
<div style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: .0001pt; margin: 0in; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">Adulting
can be scary, particularly when it comes to our finances, but with practice
(and some decent Chardonnay), you will be amazed how well you can navigate
these tricky waters.<o:p></o:p></span></div>
<div style="background: white; margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div style="background: white; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">Here’s what other readers are saying:<o:p></o:p></span></div>
<div style="background: white; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="background: white; color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">Effective financial wisdom from a true
specialist who combines his many years' experience and expertise as a tax
professional, CPA, and financial planner to give pragmatic advice to young
adults. What a plus that this well-written, solution-oriented
"how-to" moves easily all along its wealth-building journey. The
perfect gift for graduates. And consider a copy for yourself to find some
unique strategies within a worthwhile and entertaining refresher course.</span><span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;"><o:p></o:p></span></div>
<div style="-webkit-text-stroke-width: 0px; background: white; box-sizing: border-box; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: 12.0pt; margin-left: .5in; margin-right: 0in; margin-top: 0in; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">--<a href="http://eviepreston.com/">Evelyn Preston</a>: 25 year investment
professional, Author of <em style="box-sizing: border-box;"><span style="font-family: "arial" , sans-serif;"><a href="https://www.amazon.com/Memoirs-Money-Lady-Great-Business-ebook/dp/B0023B137I"><span style="font-style: normal;">The Money Lady</span></a>, </span></em>and
financial columnist for <em style="box-sizing: border-box;"><span style="font-family: "arial" , sans-serif;"><a href="http://www.activeover50.com/"><span style="font-style: normal;">Active Over 50 senior magazine</span></a></span></em><o:p></o:p></span></div>
<div style="-webkit-text-stroke-width: 0px; background: white; box-sizing: border-box; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">In
"Financial Adulting," Aaron Rubin provides great advice, presented
with wonderful humor and sincere compassion. You might find that growing into
an adult is not all bad.<o:p></o:p></span></div>
<div style="-webkit-text-stroke-width: 0px; background: white; box-sizing: border-box; font-variant-caps: normal; font-variant-ligatures: normal; margin-bottom: 12.0pt; margin-left: .5in; margin-right: 0in; margin-top: 0in; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; widows: 2; word-spacing: 0px;">
<span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt;">--<a href="https://www.scu.edu/business/finance/faculty/statman/">Meir Statman Glenn
Klimek Professor of Finance</a>, Leavey School of Business Santa Clara
University Author of <em style="box-sizing: border-box;"><span style="font-family: "arial" , sans-serif;"><a href="https://www.amazon.com/Meir-Statman/e/B001KCJZTE/ref=dp_byline_cont_pop_ebooks_1"><span style="font-style: normal;">Finance for Normal People</span></a></span></em>, and <em style="box-sizing: border-box;"><span style="font-family: "arial" , sans-serif;">What
Investors Really Want<o:p></o:p></span></em></span></div>
<div style="background: white; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<em><span style="color: #333333; font-family: "arial" , sans-serif; font-size: 10.0pt; font-style: normal;">The book is available
on <a href="https://www.amazon.com/Aaron-Rubin/e/B07PZF9V6W/ref=dp_byline_cont_book_1"><span style="mso-bidi-font-style: normal;">Amazon</span></a> and <span style="mso-bidi-font-style: normal;"><a href="https://www.barnesandnoble.com/w/books/1131000240?ean=9780578469003">B</a>arns and Nobel.</span> </span></em></div>
<br />Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-41478557726904991922016-09-20T14:26:00.000-07:002016-09-20T14:33:21.081-07:00Why are Professional Services so Difficult to Sell? Making a Case for Value<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlwkUWnqiPDYXskpCqHxGvNH4QjJDF8xP7faB4SQ2kCQYw9L1tDqgR98Ox3t9pa_Ub-obt0oGV6Q_rEdx1sNCvmZjE2ZnsSq4aR8jiELNGJlV64n4DnoXTjH-OcBB-h3l2zNuy_34kfl3r/s1600/iStock_89592301_SMALL.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlwkUWnqiPDYXskpCqHxGvNH4QjJDF8xP7faB4SQ2kCQYw9L1tDqgR98Ox3t9pa_Ub-obt0oGV6Q_rEdx1sNCvmZjE2ZnsSq4aR8jiELNGJlV64n4DnoXTjH-OcBB-h3l2zNuy_34kfl3r/s320/iStock_89592301_SMALL.jpg" width="320" /></a></div>
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<span style="font-family: "calibri";"><span style="line-height: 107%;"><span style="font-size: 11pt;">I watched with disgust and dismay as the recent publicity
unfolded about Wells Fargo Bank and the appalling </span><span style="font-size: 14.6667px;">breach</span><span style="font-size: 11pt;"> of ethics apparently
perpetrated by 5000+ bank employees against its customers – all apparently in
the <a href="http://preview.tinyurl.com/zmb8fq7" target="_blank">desperate attempt to meet sales quotas for financial services</a> </span><span style="font-size: 11pt;">?
<o:p></o:p></span></span></span></div>
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<span style="font-family: "calibri"; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 107%;">Why were these services so difficult to sell that bank
employees had to resort to fraud to meet their individual sales objectives? Was
it a simple matter of excessive quotas or is there something inherently
difficult about selling financial services?<o:p></o:p></span></span></div>
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<span style="font-family: "calibri";"><span style="line-height: 107%;"><span style="font-size: 11pt;">Many will be talking about the Wells Fargo fraud for months.
They will focus on management, sales culture, and all manner of possible
influences. But I think something more fundamental is at work and something
with which all of us who sell professional services need to contend. In a
recent article about general issues of service marketing, Kevin Johnson, a
financial writer for the </span><i style="font-size: 11pt;">Houston </i><span style="font-size: 14.6667px;"><i>Chronicle</i></span><span style="font-size: 11pt;">,
identified this problem:</span></span></span><span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;"> “[The difficulty in selling a service is that] the </span></span></span><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;">people you pitch to may not be able to visualize what you do. …, but
even [after you explain the benefits] … <a href="http://preview.tinyurl.com/hat3763" target="_blank">you may have to repeatedly articulate why your service has value</a>.<span class="apple-converted-space"><span style="font-family: "arial";"><span style="font-family: "arial" , sans-serif;">“ </span></span></span></span></span></div>
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<span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;"><span class="apple-converted-space"><span style="font-family: "arial";"><span style="font-family: "arial" , sans-serif;"><br /></span></span></span></span></span></div>
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<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;">I sometimes
find it difficult to help my customers see the value of the services I offer.
It is a real challenge to paint a word picture of future benefits that is vivid
enough to overcome the reluctance caused by the need to part with significant
cash to sample or “try” these services. </span></span></span><span class="apple-converted-space"><span style="font-family: "calibri";"><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></span></div>
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<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;"><br /></span></span></span></div>
<div class="MsoNormal">
<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;">One place I look for answers: the masters of word picture creation: Advertisers. Since the
early days of newspapers, advertisers have been painting great word pictures in
an effort to inspire people to buy all sorts of goods and services. Their
newest territory was opened with the advent of the Internet, and online
advertising is growing rapidly. </span></span></span><span class="apple-converted-space"><span style="font-family: "calibri";"><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></span></div>
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<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;"><br /></span></span></span></div>
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<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;">When I recently looked for nuggets of wisdom that I could use in my services marketing
challenges I found one fairly quickly in a <a href="http://preview.tinyurl.com/go9ow3v" target="_blank">Wordstream blog post by JonathanDane</a> </span></span></span><span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;">. In his post, Jonathan describes
ideas that make AdWords campaigns effective, but I think one of his ideas also recommends
itself to those who sell professional services because they help us make “our
word pictures” vivid:</span></span></span><span class="apple-converted-space"><span style="font-family: "calibri";"><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></span></div>
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<span class="apple-converted-space"><span style="color: black; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; line-height: 107%;"><br /></span></span></span></div>
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<span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;">"Advertisers sometimes lose
sight of what their customers are truly looking for. I call this<span class="apple-converted-space"><span style="font-family: "arial";"><span style="font-family: "arial" , sans-serif;"> </span></span></span><span style="font-family: "arial";"><span style="font-family: "arial" , sans-serif;"><b>“The End Goal:” or </b>what
people ultimately want to accomplish with the help of your product or service<b>."</b></span></span></span></span><strong><b><span style="font-family: "calibri"; font-size: x-small;"><span style="font-family: "calibri" , sans-serif; font-size: 10.0pt; line-height: 107%;"><o:p></o:p></span></span></b></strong></div>
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<span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;"><span style="font-family: "arial";"><span style="font-family: "arial" , sans-serif;"><b><br /></b></span></span></span></span></div>
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<span style="color: #3f3f3f;"><span style="background: white; line-height: 107%;"><span style="font-family: "arial" , sans-serif;"><span style="font-size: 10pt; letter-spacing: 0.15pt;">Instead
of </span><span style="font-size: 13.3333px; letter-spacing: 0.2px;">justifying</span><span style="font-size: 10pt; letter-spacing: 0.15pt;"> the value to Mr. Bank Customer of online BillPay with overdraft
protection</span></span></span></span><strong><b><span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; font-weight: normal; letter-spacing: 0.15pt; line-height: 107%;"> and deposit processing via mobile device</span></span></b></strong><span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;"><b>, </b>by telling him, “he’ll save on postage” or
“he’ll enjoy the convenience of using his computer to pay his bills,” it’s more
compelling to focus on the End Goal, e.g., <b> “You’ll never pay another overdraft fee, </b></span></span><b><span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;">and</span></span><span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;"> never again have to visit the bank.” </span></span></b><span style="font-family: "calibri";"><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="color: #3f3f3f; font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;"><br /></span></span></div>
<br />
<div class="MsoNormal">
<span style="font-family: "arial"; font-size: x-small;"><span style="background: white; font-family: "arial" , sans-serif; font-size: 10pt; letter-spacing: 0.15pt; line-height: 107%;">Now
that’s a word picture I could get behind. </span></span><span class="apple-converted-space"><span style="font-family: "calibri";"><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-15095644257482174902014-04-10T15:18:00.000-07:002014-04-10T15:18:37.198-07:00Emergency Health Care Advocate Service – a growing need filled by a newly launched service<!--[if gte mso 9]><xml>
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<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga8gZxgXhMg6Euik1jVn9MBKqzEO8Iug7pEGiM75q53m12DJEH4S3Eq1PfwhujUeZzOS-UMoKDxOIi4S5CgNzePgKRson00RfGzdeP72bkCWXjgJ-0TH4kTzCxRBskdPh7NQdQNB6chuJ8/s1600/ease+plan+patient+flow.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga8gZxgXhMg6Euik1jVn9MBKqzEO8Iug7pEGiM75q53m12DJEH4S3Eq1PfwhujUeZzOS-UMoKDxOIi4S5CgNzePgKRson00RfGzdeP72bkCWXjgJ-0TH4kTzCxRBskdPh7NQdQNB6chuJ8/s1600/ease+plan+patient+flow.jpg" height="240" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: small;"><span style="line-height: 107%;">I’ve always felt that service developers and deliverers can
be the most creative marketing people in business. As a group, they are
remarkably adept at recognizing market needs and creating and launching services
to meet those needs.</span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="font-family: Calibri; font-size: small;"><span style="line-height: 107%;">Last year when my mother was taken to the ER by ambulance, the
facility where she lived, which was about 40 miles away from me, did not notify
me. The first I heard of it was when the ER called and said, “Your mother has
been brought in for treatment, and she‘s upset and asking for you. Can you give
us a little medical history?” As I left an appointment to drive to the
hospital, I remember thinking, “I wish she had someone with her to calm her and
make sure that she gets the attention and treatment she needs in that busy ER.” </span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="font-family: Calibri; font-size: small;"><span style="line-height: 107%;">Fortunately for my mother, when I arrived an hour later, all
was well. But what if she’d had no nearby family? </span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="font-family: Calibri; font-size: small;"><span style="line-height: 107%;">In fact, today many elderly people live on their own and far
from family members and cannot count on friends, who also tend to be elderly, for
help in a crisis.<span> </span>Since Janis Carney is
an attorney specializing in elder care, she was well aware of this dilemma, which,
with an aging population, will only grow greater. In 2013, she created a
company, <a href="http://www.easeplan.com/" target="_blank">EASE Plan Inc</a>., to provide 24/7 patient advocacy for elderly patients
in the ER. Her plan, which for a monthly fee offers <b><span style="font-weight: bold;">E</span></b>mergency
<b><span style="font-weight: bold;">A</span></b>dvocacy <b><span style="font-weight: bold;">S</span></b>upport
and <b><span style="font-weight: bold;">E</span></b>ducation (EASE) to enrolled members,
seems to strike a welcome chord in Santa Clara County (SF Bay Area), where she launched
the service.</span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="font-family: Calibri; font-size: small;"><span style="line-height: 107%;">“As a doctor for 20 years, I know how complicated the medical
systems has become,” says Dr. H. A. Satri Sukhdeo of the <a href="http://www.pamf.org/" target="_blank">Palo Alto Medical Foundation</a>, in Palo Alto, CA. “Patients can easily get lost in the healthcare
system, and [it] is especially dangerous for them when they end up in the ER.
These patients need an advocate,” One of every five members of<span style="color: black;"><span style="color: black;"> the Boomer
generation and almost 1 in 3 of us over the age of 75 will visit a hospital
emergency room at least once this year. Demand for EASE Plan services seems likely
to grow with the shifting demographic.</span></span></span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="color: black; font-family: Calibri; font-size: small;"><span style="color: black; line-height: 107%;">Current
clients are finding that Ease Plan offers significant benefits. <span> </span>“I have two grown children, but neither of
them could be here in less than 5 hrs. if I had a medical emergency. I felt bad
when my own mother had a medical emergency and could not get medical attention quickly.
I signed up for Ease Plan as soon as I heard of it,” Said Linda C., Ease Plan
client.</span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="color: black; font-family: Calibri; font-size: small;"><span style="color: black; line-height: 107%;">The
service not only supports its clients in the ER but also helps them organize
their medical information, be clear on the services to which they are entitled,
and, generally, be more effective consumers of healthcare even outside of the
ER.</span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;">
</span><div class="MsoNormal">
<span style="color: black; font-family: Calibri; font-size: small;"><span style="color: black; line-height: 107%;">“My
mother needs 24-hr. care and is in a skilled nursing facility. Unfortunately, I
have found that without a professional care advocate, she does not receive all
of the care she should be getting. Our [Ease Plan] Care advocate has been a
tremendous help to mother and to me,” said Connie F., another Ease Plan member.</span></span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-12230716788477249612013-11-30T15:19:00.001-08:002013-11-30T15:21:42.056-08:00Winning the attention of your prospects and customers<div class="separator" style="clear: both; text-align: center;">
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Jerry Kroth wrote a Thanksgiving message and I can’t get it
out of my head. Dr. Kroth is a retired Counseling Psychology professor from
Santa Clara University. Besides being a very competent teacher, he has a flare
for writing, and has indulged his interest by publishing 15 nonfiction books
since 1980 that <a href="http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias%3Daps&field-keywords=jerry%20kroth&sprefix=jerry+k%2Caps&rh=i%3Aaps%2Ck%3Ajerry%20kroth" target="_blank">Amazon considers still in print and available</a>. <span style="mso-spacerun: yes;"></span><span class="MsoHyperlink"> </span></div>
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<br /></div>
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As a lecturer he might have been able to reach from 20 to as
many as 300 students in each session, but being a published author gave him a potential
worldwide audience. Then about four years ago, Jerry discovered the power of
YouTube, and began creating video podcasts to expand on the ideas in his books,
tailoring them to an audience who either doesn’t read, or just doesn’t want to
take the time. Although past offerings were viewed by less than 1,000 people, his
latest YouTube offering, <b><a href="http://www.youtube.com/watch?v=65N3eP2yvbQ" target="_blank">The JFK Assassination: What Really Happened</a> </b><span style="mso-bidi-font-weight: bold;">now boasts over 200,000 viewers.</span></div>
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As Jerry, who is clearly surprised with the mass appeal
of his message, wrote in an email to family and friends, <span style="mso-bidi-font-weight: bold;">“</span>I realized that more people watched
my one hour long video about the JFK assassination, than ALL the students I
ever taught at my university in over 37 years of teaching. Can you imagine
that! So I am sort of quietly celebrating something in the quiet of my own
office. I'm 72, and I see 200,000 viewers, and I kind of wonder what it all
means.” </div>
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<br /></div>
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I think Jerry’s experience of having a piece of work go
“viral” is a heady thing. No doubt the topic, and the timeliness of the
publication of the video and the book contributed to its broad appeal.<span style="mso-spacerun: yes;"> </span>It is hard to realistically aspire to
audiences of 200,000 without significant self-promotion, unless you have those
kinds of factors working for you. But there are a few things business writers
and creators of content can do to increase the rate as which audience members
“share” with their friends, and to do a better job of winning audience
attention for their message:</div>
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<br /></div>
<div class="MsoPlainText" style="margin-left: .5in; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;">Come up
with a great story to tell.</b> Storytelling as a marketing device is nothing
new. There are marketing pros that are known for their mastery of this business
art form, such as <b><a href="http://www.youtube.com/watch?v=9JrRQ1oQWQk" target="_blank">Nancy Duarte</a> </b><b>
and <a href="http://www.youtube.com/watch?v=n5hYzQboFUQ" target="_blank">Michael Margolis</a></b><b>.
</b>Some people object, saying that their message doesn’t lend itself to
storytelling. But I maintain that it is a surefire way to engage with the
reader (and the target) of your content. So make the effort.</div>
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<br /></div>
<div class="MsoPlainText" style="margin-left: .5in; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<b><span style="mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span></b><b style="mso-bidi-font-weight: normal;">Master
the format the audience prefers.</b> If you look at Jerry’s video, you will
find it well produced. Even though it is based on content from his latest book,<a href="http://www.amazon.com/Coup-detat-assassination-President-Kennedy-ebook/dp/B00EXTGDS2/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1385837138&sr=1-1&keywords=jerry+kroth" target="_blank">
</a><b><a href="http://www.amazon.com/Coup-detat-assassination-President-Kennedy-ebook/dp/B00EXTGDS2/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1385837138&sr=1-1&keywords=jerry+kroth" target="_blank">Coup d'etat: The assassination of President John F. Kennedy,</a> </b><span style="mso-bidi-font-weight: bold;">I have a bet with my wife that Jerry has not
sold 200,000 copies of his book. Rather, I believe it is the video that has
captured the imagination of the public, partially because of the accessibility
of the medium. It is convenient to watch, and well produced. If you know your
audience, you’ll shape your format to their preferences.</span></div>
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<br /></div>
<div class="MsoPlainText" style="margin-left: .5in; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;">Make sure
your content has what I call a “you see Timmy…” moment.</b> Like many of my
generation, I was an avid fan of the TV show, <a href="http://www.imdb.com/title/tt0046617/" target="_blank">Lassie</a>,
when I was a kid. You may remember if you’re old enough, the TV show with a
Collie as the star. Timmy was the small boy of the household. Each episode had
Lassie performing some feat based on innate animal wisdom that frequently
confused Timmy. The last five minutes of the show frequently featured a heart-to-heart
with Dad, when he explained the WHY of Lassie’s actions. </div>
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<br /></div>
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I believe for most content to be
widely accepted and shared, it needs to make a point, a recommendation, or an
assertion. It can’t be just about reportage. I believe you must offer a new
insight or pose a thought provoking hypothesis. <b style="mso-bidi-font-weight: normal;">Take a stand in your message.</b></div>
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<br /></div>
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There is so much content being thrown at people these
days. The Internet has removed the high cost of reaching large numbers of
potential customers, and people are making instant decisions about what to read
(or view) and what to ignore. Win their attention by focusing on: 1) a great
story; 2) audience friendly content; 3) and a message with a point of view.</div>
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<br /></div>
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<br /></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-25221230804470578862013-04-09T19:52:00.000-07:002013-04-13T09:20:12.805-07:00Professional service sales without testimonials: Fruit trees without bees!<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhg7W8kkxzJDqcHHJcphRunVDsJRa5Pj_76Som0ak0x-tl3bal2yian15ChCjQz3N0fVVNFyNtiuY_uz1x4ky4WMcLmFxRv-B-MizRaIEeAhzwGGGcz1jzOmciQFJ3JwGOLatT5v1qfD8hH/s1600/iStock_000019284513_ExtraSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="131" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhg7W8kkxzJDqcHHJcphRunVDsJRa5Pj_76Som0ak0x-tl3bal2yian15ChCjQz3N0fVVNFyNtiuY_uz1x4ky4WMcLmFxRv-B-MizRaIEeAhzwGGGcz1jzOmciQFJ3JwGOLatT5v1qfD8hH/s200/iStock_000019284513_ExtraSmall.jpg" width="200" /></a></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">I was working at my desk on a Sunday afternoon, when I got a
call from a number I didn’t recognize,</span></span></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">“Hello, I am ____ and I am calling about _____ who has used
you as a reference for some home repair work. What can you tell me about him?
Did he do good work for you?”</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">How many of us have provided a reference in the past or been
on the other end and called and requested a reference for someone we were
interviewing or considering for a job or project? Conducting such “due
diligence” seems reasonable and prudent and is a well established part of the
service sales process. </span></span></div>
<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;">Testimonials--a
special type of reference</span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">As a provider of paid services, your ability to have former or
current customers privately validate your value to their organizations is
important. In fact, it may be the deciding factor in getting a purchase order
or engagement. But getting your references to put their names to a few
sentences that sing your praises and permission to publish their references on
your website, review sites, and in social media is a special level of
endorsement. It’s called a “testimonial,” and I believe that the most
successful service businesses use them early and often to introduce themselves,
help potential customers feel comfortable, and inspire trust. In other words, testimonials
are invaluable at every stage of the service buying process. Surprisingly, many
service businesses have no process in place to collect, compile, refresh, and
publish their testimonials. </span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">In a <a href="http://www.salessells.com/selling/boost-sales-testimonials/" target="_blank">study conducted by a Dutch consulting firm</a>, potential
customers were willing to pay more for a specific service when it was presented
with effective testimonials.<span style="mso-spacerun: yes;"> </span>Campaigns built around testimonials are
highly effective. Used as part of a professional sales person’s toolkit, they increase
success. </span></span></div>
<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;">Does your chewing
gum lose its flavor on the bedpost overnight?</span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">In my opinion, there are three things that you, as a key
player in a servi<span style="font-family: "Helvetica Neue",Arial,Helvetica,sans-serif;">ce business, need</span> to keep in mind about testimonials:</span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<ol>
<li>They
have a shelf life, especially if you use them often</li>
<li>Real
people are behind them, so you should stay connected with them</li>
<li>Don’t
keep them a secret</li>
</ol>
<br />
<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;"> OK—so testimonials
aren’t chewing gum, but they DO lose their flavor</span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Asking customers how they liked their service or simply
sending them a note and asking them to comment on their service experience does
your customers a disservice. A hands-off approach may be a fine technique for
quality assurance for internal use only. But many of your customers may be busy and generally
not able to devote the time desirable for crafting an effective 2-3 sentence
testimonial. Asking them to write something or trying to guilt them into
responding and then posting their testimonials all over the internet with their
name attached may embarrass them if there are inadvertent errors in grammar or
spelling. And let’s not forget content!<span style="mso-spacerun: yes;">
</span>You want your testimonials to deliver the specific messages that will
resonate with your customers. I think it is better to work with the people
you’ve asked to provide testimonials and take the time to assure those
testimonials will serve you well. A high-touch approach to crafting
testimonials reflects well on the long-term customer relationships.</span></span></div>
<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;">You can lose your
spot on their Shelf of Mind through inattention</span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Since you want customers with whom you have a long-term positive
relationship to let you use their names and thoughts to promote your services,
you need to stay connected with these customers. Encourage them to “like” your business
Facebook page, subscribe to your YouTube Channel, and follow you on Twitter. Not
into Internet stuff? Well, how about a quarterly seasonally appropriate
greeting card--maybe with a free latte card enclosed—and a “thank you” for
their ongoing help in growing your business. By the way, keeping in “loose
touch” with these valuable contacts helps to assure your business a spot on
their <a href="http://www.newretailblog.com/fighting-for-shelf-space-in-the-customers-mind/" target="_blank">shelf of mind</a>—and your name on their lips when someone asks about a good
provider of your service. </span></span></div>
<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;">Like bees around
fruit trees, testimonials spread the good word</span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">In days gone by, testimonials were used by sales reps to bolster
presentations and facilitate sales. They could be put in context and additional
details could be added verbally to facilitate their relevance to a specific
sales situation. Today, regardless of where they are first posted (website,
Yelp, Google Reviews), testimonials are replicated throughout the social web, where
they remain searchable for years. Once on the internet in a few select places,
other hands can spread the word and make testimonials about your service accessible
to all. Consequently, these testimonials must be effective. Your potential
customer sees only what is on the page, so a testimonial must <span style="mso-spacerun: yes;"> </span>be well-crafted and unambiguous.</span></span></div>
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<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">It is a short leap from “unambiguous” to “contrived,” and
it’s no surprise that a premium is placed on testimonials that can be verified
as coming from real customers and not as planted by paid “friends” of a
business. Review sites like <a href="http://www.forbes.com/sites/ericgoldman/2013/02/06/yelp-defeats-legal-challenge-to-its-user-review-filter/" target="_blank">YELP have developed sophisticated software</a> techniques
for identifying genuine testimonials from faked ones. </span></span></div>
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<h1>
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; font-family: Cambria; font-size: medium;"><span style="font-size: 14.0pt; line-height: 115%;">Us<span style="font-size: medium;">e</span> an Impartial
3<sup>rd</sup> party to collect your testimonials? </span></span></b></h1>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Since testimonials are widely viewed as critical—heard of Angie’s
List?--many businesses have begun to turn to <sup><span style="mso-spacerun: yes;"> </span></sup>third parties to collect and verify
testimonials, both for logistic and practical reasons and because customers
tend to trust testimonials that they can confirm are truthful. </span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTWH6m5AbIvOiUPFY2ZePd_9HIF4btsUPgxf_IlngCWt7B42OGZloELzuRY38DdaQfz02XQsExrQsDMDcKBSYtyzQhiAVm_WIj5OZyD_6xFukxLu5RyavsKCPHvNvkjFwr0HHt-AO9E-Js/s1600/amazon3.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="140" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTWH6m5AbIvOiUPFY2ZePd_9HIF4btsUPgxf_IlngCWt7B42OGZloELzuRY38DdaQfz02XQsExrQsDMDcKBSYtyzQhiAVm_WIj5OZyD_6xFukxLu5RyavsKCPHvNvkjFwr0HHt-AO9E-Js/s320/amazon3.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Amazon Verified Purchase</td></tr>
</tbody></table>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Several years ago, Amazon started adding the tag line “Amazon
Verified purchase” to reviews to confirm that the reviewer had actually bought
the product from Amazon about which the reviewer contributed a testimonial. Since
that time, several firms have develope<span style="font-size: small;">d third party s</span>olutions that use
the power of the internet to collect, vet, and publish testimonials, with
generally good results for their customers.</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">“Our experience indicates that our testimonials were <a href="http://www.salessells.com/selling/boost-sales-testimonials" target="_blank">30% more effective in generating business </a>when we used a verification firm to collect
and verify”.
This individual providing this testimonial used a firm called <a href="http://www.testimonialshield.net/" target="_blank"><b style="mso-bidi-font-weight: normal;"><span style="font-weight: bold; mso-bidi-font-weight: normal;">Testimonial Shield</span></b></a>.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></span></div>
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<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">According to Terry Doland, of<a href="http://www.expressprintingusa.com/" target="_blank"> Express Printing of Sunnyvale, CA</a> <span style="mso-spacerun: yes;"> </span>and a local reseller of a third party solution called, <a href="http://www.mpactmagic.com/" target="_blank"><b style="mso-bidi-font-weight: normal;"><span style="font-weight: bold; mso-bidi-font-weight: normal;">Mpact Magic</span></b></a> , “…by allowing our
customer’s customer to control all aspects of testimonial creation and
posting, we increase the value and the utility of the reference.”</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Whether you do it yourself or hire someone else to do it, ask
your customers to help you market your service business by sharing their
experience of buying and using your service. Afterwards, stay in touch with these
customers who provide testimonials and share with them the good news about your
business with prospects, on networks, and in your channels.</span></span></div>
<br />Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com3tag:blogger.com,1999:blog-421103307167502340.post-88589726599037834402013-02-13T06:41:00.000-08:002013-02-13T06:41:04.967-08:00Window Shopping -- for Legal Services<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqvXF5OfteGb-amYrvidQeu4jcZXW_nOZ_oVef5cGqyS8wPpXMmSiwAgOtrzcRDTuNOPMJGu-AsXwMtLd6dv82oNY_ivAa-8xJqvyRRpiJm6a1XbeKr1by1Bc-SU9c0LOaCdvvCnXG2GY6/s1600/legal+force.JPG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqvXF5OfteGb-amYrvidQeu4jcZXW_nOZ_oVef5cGqyS8wPpXMmSiwAgOtrzcRDTuNOPMJGu-AsXwMtLd6dv82oNY_ivAa-8xJqvyRRpiJm6a1XbeKr1by1Bc-SU9c0LOaCdvvCnXG2GY6/s200/legal+force.JPG" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">New Retail location in Palo Alto, CA of Book Flip</td></tr>
</tbody></table>
<span style="font-family: Times,"Times New Roman",serif;">Luda and I were out for dinner the other night, and elected to take a stroll down University Avenue in Palo Alto. Imagine our surprise when we noticed a new store in town -- where we could shop for "Advice on Pitching to Investors" or the latest book on business building on one, well-decorated location.</span><br />
<span style="font-family: Times,"Times New Roman",serif;"><br /></span>
<span style="font-family: Times,"Times New Roman",serif;">This shop, called "Book Flip, is backed by Legal Force, one of the largest online databases for trademark and intellectual property AND a publisher of business books, is located at Ground Zero for start-ups, in the heart of Silicon Valley. </span><br />
<span style="font-family: Times,"Times New Roman",serif;"><br /></span>
<span style="font-family: Times,"Times New Roman",serif;">Our local paper (Palo Alto Weekly) ran a great article about it shortly after it opened in February of this year, and had a great interview with Legal Force's CEO: </span><br />
<span style="font-family: Times,"Times New Roman",serif;"><br /></span>
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<![endif]--><span style="font-family: Times,"Times New Roman",serif;">Raj Abhyanker wants to change the Public's perception of lawyers, streamline part of the legal process and resurrect the "Mainstreet bookstore" business model — all by opening a retail store in downtown Palo Alto that sells legal advice, books and tablets. <br /><br />Abhyanker is the CEO of LegalForce, a company that aims to improve the access between lawyers and the public by using technology. He hopes his store, the LegalForce BookFlip, will transform the way the public looks at lawyers. <br /><br />"We want people to realize that lawyers, like doctors, can provide help throughout various stages of life," said Abhyanker, who has a law degree, an MBA and a master's degree in electrical engineering. "Few people know where to turn for legal help. We solve this by letting the public walk into a major retail location for help." <a href="http://www.paloaltoonline.com/weekly/story.php?story_id=18411" target="_blank">Click here to read the rest of the Palo Alto Weekly's Article.</a></span><br />
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<span style="font-family: Times,"Times New Roman",serif;"><br />Is this a new, emerging model for selling legal services? Appointments will be low cost, access will be 7 days a week, and follow up appointments can be scheduled with LF's legal specialists for a negotiated price. </span>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvk6oY2VPY0-RpI6vLhacJ1C2smxqoqovkaeImAKQiHQrhZKjiTFvBcDKdWuKXv9DhFfsu2CJV1YOim8biwt1L9Q-LTJv8ffaGTH_nBJvbODzuYcBBxN2gmPZFCXkyRpThp0WGO3ZmgK8L/s1600/iStock_000016172885XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvk6oY2VPY0-RpI6vLhacJ1C2smxqoqovkaeImAKQiHQrhZKjiTFvBcDKdWuKXv9DhFfsu2CJV1YOim8biwt1L9Q-LTJv8ffaGTH_nBJvbODzuYcBBxN2gmPZFCXkyRpThp0WGO3ZmgK8L/s200/iStock_000016172885XSmall.jpg" width="200" /></a></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Yesterday I got a call from someone offering to “put me on
the first page of Google.” It was a sure thing.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">In this age of search engine marketing and powerful
“pull marketing” tools, that sounded like a free dinner and show all in
one! But when I learned more about the
process and the true cost, I had second thoughts. And you should, too.</span></span></span></div>
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</div>
<br />
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Getting found on search engines – or more importantly,
getting your listing on the first page of the search results – used to be a
matter of great mystery. Some argued it was about the number of websites that
have linked to yours with the belief that the more the better and the higher
your site appeared in the results. Others believed that Google primacy
reflected the frequency of updating while still others pointed to the metadata—the
keywords and other “tags” that are part of your Web pages but not visible to
your viewers. It turns out that the true
story is more complicated but nonetheless understandable. </span></span></span></div>
<br />
<h2>
</h2>
<div class="MsoNormal">
<h2>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><span style="font-size: small;">What is your Vision of "Google Love"?</span></span></span></span></h2>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Steven Covey had the right idea: it is important to begin
with your endpoint in mind. If you could have Google Love, what would it look
like to your business? Do you want
people to be able to type in your business name and bring up your website, or
at least make sure that your site is on the first page of search results? New
Google tools, like Google Places, make it <span style="font-size: small;">possible</span> to assure that your business
listing, often with a map link, finds its way to your customers’ 1<sup>st</sup>
page search screens when they look for it with full name and city info.</span></span></span></div>
<div class="MsoNormal">
</div>
<br />
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">But say you’re one of my prospects—for example, an architect—who
is looking for help growing his business. You don’t necessarily know about me
or my firm. Instead you frame your search with key words that describe your
problem or solution. I did a search with the following key word string:</span></span></span></div>
<br />
<br />
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"> <span style="font-size: large;">Architects,
help with marketing</span></span></span></span></div>
<div class="MsoNormal">
<br /></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuWHNAwYdR8pJSOf_-6PiFrhWpMtdKLVxAYtvGONP6ysneNzziaNDC0W_eyymaUjRSrGZprlsEL0JsSm2jWhR-AUYJAUsuFkIu1Y0AcWnloIVuhFGB1VA4kgo7sB5Ge1dv-y37MNdevHcV/s1600/google_love_one.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="512" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuWHNAwYdR8pJSOf_-6PiFrhWpMtdKLVxAYtvGONP6ysneNzziaNDC0W_eyymaUjRSrGZprlsEL0JsSm2jWhR-AUYJAUsuFkIu1Y0AcWnloIVuhFGB1VA4kgo7sB5Ge1dv-y37MNdevHcV/s640/google_love_one.jpg" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Results of a Google Search to find marketing support for Architects </td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Look what happens when I run that search on Google. My string key words delivered 64,000 listings, which is
why being on the first page of a search result is so critical. As you can see,
I am not listed on the first page. Well if there are so many sites and digital
properties with these key words or phrases, how do the search engines determine
what gets listed first, second, etc. </span></span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">The Holy Grail of Search Engine marketing is to figure out
how search engines determine placement on their results. Not surprisingly, the
effort to discover the answer has driven considerable investment, speculation,
and hand wringing. We’ll come back to that in a minute.</span></span></span></div>
<div class="MsoNormal">
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1p5g9mFtePfu_5l3WyOJ-11lgkPY4_BTo5eJPAHHxMIu31uxFqHsneXXzRksMkTg_-aOewM-c_eY8IFnFHVcpqSVdkmyQ71GDuadw-4OpNVCXlaHQAZSjdGfvEyAhDkgrC3OGpmUju5u8/s1600/google_love_two.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1p5g9mFtePfu_5l3WyOJ-11lgkPY4_BTo5eJPAHHxMIu31uxFqHsneXXzRksMkTg_-aOewM-c_eY8IFnFHVcpqSVdkmyQ71GDuadw-4OpNVCXlaHQAZSjdGfvEyAhDkgrC3OGpmUju5u8/s640/google_love_two.jpg" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Same Search with City and descriptor phrase added</td></tr>
</tbody></table>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Now, if I add a location (city) key word to my search string, and a descriptor phrase,
I get new results, but, unfortunately, my name still fails to appear on the
first page (bummer!). But look at these results that appear on the top of the
search results and on the far right hand side of the page. </span></span></span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">These listings are <i><span style="font-style: italic;">sponsored </span></i>search
results. Google has received a fee to display those listings in response to
your search request. For example, the firms called, <b><span style="font-weight: bold;">Architect
Marketing </span></b>and <b><span style="font-weight: bold;">Moire Marketing Partners</span></b>
have paid Google a market price to be
included in this premium position in the
search results done with these specific key words. </span></span></span></div>
<div class="MsoNormal">
</div>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><br />
<div class="MsoNormal">
<h2>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><span style="font-size: small;">Two Paths to "key word<span style="font-size: small;">" Success</span></span></span></span></span></h2>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">So there are two approaches to key word search success: you
can pay for key words—a tool allows you to bid in an auction on for the key
words you want, or you can improve your ranking organically by signaling to
Google that you deserve a higher placement in the search results.</span></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"> </span></span></span></div>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">So how do you make this clear to Google? Essentially, by designing
content that meets the needs of your readers AND is easily indexed by the search engines.You do this by enlarging your digital footprint, e.g., by
adding a YouTube Channel, blog, business Facebook page, etc. Even <span style="font-size: small;">websites like </span>Slideshare,
LinkedIN and Pinterest can help you enlarge your presence on the web. Savvy
coordination of your content—e.g., running similar topics written with keywords
in mind simultaneously on all your sites and maintaining a high frequency of new
content (at least weekly)—will raise your rankings over time. That means your citation will appear higher
in the list presented as search engine results.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><span style="font-size: small;">By the way, if you're not sure how well you are doing in this area, <a href="http://www.serviceforprofit.com/footprint.php" target="_blank">go here</a> for a free a<span style="font-size: small;"><span style="font-size: small;">analysis</span> of your <span style="font-size: small;">businesses digital footprint, and some suggestions<span style="font-size: small;"> for making it larger and <span style="font-size: small;">a more effective at<span style="font-size: small;">tractor of <span style="font-size: small;">"</span>Google Lo<span style="font-size: small;">ve." </span></span></span></span></span></span></span></span></span></span> </div>
<div class="MsoNormal">
<br /></div>
<h2>
<span style="font-size: small;"><span style="font-weight: normal;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><b>Wait, wait,
there’s more! </b></span></span></span></span></h2>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">If you don't want to wait for this slow process of <span style="font-size: small;">placement improvement it is possible to take steps to "force" your listing into a better placement position. T</span>he whole science of Search Engine Optimization (Which
is the Holy Grail we mentioned earlier) is devoted to the balancing act
necessary to attain and maintain a favorable position in the search results generated
by your most powerful key words. </span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Unfortunately any changes you make to<span style="font-size: small;">day do not have <span style="font-size: small;">permanent</span> effect. The <span style="font-size: small;">WEB is a dynamic system. </span></span>. At any moment,
you could drop in the standings (maybe even be pushed off the first page) by a
change that some <b><span style="font-weight: bold;">other</span></b> business owner makes on his
site. So once you figure out how to obtain a desirable ranking, you will need
to continue investing time and money to keep it. </span></span></span><br />
</div>
<h2>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><b><span style="line-height: 115%;">There IS a better
way</span></b></span></span></h2>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">As I contemplated the offer I received—“guaranteed first-page
Google placement”—and calculated the cost, even for a 3-month trial, I was less
sanguine about going forward. To educate myself about costs and benefits, I
<span style="font-size: small;">did some reading, and talked to SEO experts and businesses that spent large parts of the buz dev<span style="font-size: small;"> budget on SEO. </span></span>
Here is the essence of what I learned.</span></span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">When it comes to being prominently displayed in the results
of a key word search, Content is King, Frequency is Queen, and it’s nice to
have a BIG family—a number of places where your customers’ content resides and
is searchable by search engines. Today, this means blogging at least weekly and
regularly adding content to social media sites such as Facebook, LinkedIN,
Slideshare, Pinterest, and Twitter. And don’t forget YouTube:</span></span></span></div>
<br />
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">“</span><span style="color: black;"><span style="color: black;">YouTube is the 2<sup>nd</sup>-largest
search engine on the web, and it can help get you significant ranking if tagged
right. You need to post new content weekly to get the best results,” </span></span>says my friend,
Randy Steyer, an expert with years of experience in search marketing and search
advertising.</span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">I’m not closing the door on expensive SEO. It might be right for some of my clients with specialized needs.<span style="font-size: small;"> And making sure my business and thos<span style="font-size: small;">e of my clients are listed in Google Places seems like a safe bet to<span style="font-size: small;"> meet the needs of their customers. But for now I am going to be pursuing "Google Love" by</span></span></span> creating lots of content relevant
to my market, tagging it properly, and crafting my content to include frequent
usage of the specific key words that I know that my prospects will be using to
search for firms like mine. I will be pushing it out to social media sites, my blogs
and YouTube. <span style="font-size: small;">I'm recommending my clients do the same.</span></span></span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><span style="font-size: small;"><br /></span></span></span></span>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;"><span style="font-size: small;">It may not <span style="font-size: small;">be a <span style="font-size: small;">"sure thing" but it is a safe play that will prove its worth over time.</span></span> </span>I’ll save the flowers and candy for my sweetie. </span></span></span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com3tag:blogger.com,1999:blog-421103307167502340.post-44755401449890191652013-01-24T15:48:00.002-08:002013-01-24T16:01:22.384-08:00Planning for Success: Business Re-Visioning<!--[if gte mso 9]><xml>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9d2XWLbROdH_LoVpvfpjYTvdbxCaFigKonaZxsaMcQA5F1MQuNsxV29aQ07x93Nve9DiTosQ2-W6KIMy03N91FOk4Jxhkqn1S2_oYs5EGNP-TfL9oVjab_4K0r6b5D2ahJlh_ZvDUtBD2/s1600/iStock_000017825267XSmall.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="Business planning requires re-visioning" border="0" height="141" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9d2XWLbROdH_LoVpvfpjYTvdbxCaFigKonaZxsaMcQA5F1MQuNsxV29aQ07x93Nve9DiTosQ2-W6KIMy03N91FOk4Jxhkqn1S2_oYs5EGNP-TfL9oVjab_4K0r6b5D2ahJlh_ZvDUtBD2/s200/iStock_000017825267XSmall.jpg" title="Business re-visioning" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;"><span style="font-family: Calibri;">A<span style="font-size: x-small;">sk Questions to Re-vision your business</span></span></span></td></tr>
</tbody></table>
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">If I talk to you about “strategic planning,” you might nod
your head sagely and admit that it seems like a good thing for big businesses
to attempt. But many of my clients also believe that they can’t afford the time
or money for such a process.<span style="mso-spacerun: yes;"> </span>So when I
talk to clients about “business planning,” I call it “Business Re-Visioning”
because it sounds more affordable in time and money . . . and actually it is.
The process I recommend can be completed by most business owners over several days
in about four 1-hr sessions.</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">No one has a crystal ball, but at least once a year everyone
should take the time to review assumptions, align resources, and communicate
goals. A process that I like to use with my professional services clients is
sparing of their time; helps them size opportunities, risks, needed investment
and marketing campaigns; and positions them well for success. I have put
together <a href="http://www.slideshare.net/tpencek/4-hour-business-revisioning" target="_blank">a presentation</a> on this process. </span></span></div>
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<b><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Taking Stock</span></span></b></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">When I went out for Chinese food today with friends, my
“fortune” in the dessert cookie was an interesting piece of wisdom:<span style="mso-spacerun: yes;"> </span>“The keys to a successful future lie in the
past.”<span style="mso-spacerun: yes;"> </span>Sometimes those slips of paper in
the cookies are silly; this one was right on.</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">How did the previous period—year, quarter, whatever—turn out?
What revenue, profit, or unit production/sales did you experience? What
segments accounted for that “market activity”—who are you selling to? If you
invested in your business (or spent money), how did you spend it? When?</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">A SWOT (Strengths/Weaknesses/Opportunities/Threats) analysis
is useful for pulling together information on the status quo and for organizing
all bits of information in a single place. We’ve already written about the
utility and <a href="http://tompencekblog.blogspot.com/2011/09/swot-analysis-bit-of-james-bond-for.html" target="_blank">value of SWOT for business planning</a><span style="mso-tab-count: 2;"> </span></span></span></div>
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<b><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Positioning and Segmentation</span></span></b></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Who are you currently selling to? Why are they buying from
you?<span style="mso-spacerun: yes;"> </span>Answering these questions will tell
you how you are positioned in the minds of your customers. Is this the
positioning you want?<span style="mso-spacerun: yes;"> </span>Do you need to
tweak your message or how you’re delivering it to create a better impression in
the minds of your customers? How does your product or service compare with
similar product or services offered by your competition?<span style="mso-spacerun: yes;"> </span>Are there unique aspects to your offerings that
distinguish them from your competition? </span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">One of my clients told me about his recent process in
selecting a caterer for an event. Three vendors were identified that had
similar offerings and pricing, and the vendor was selected on the basis of its
superior food,<span style="mso-spacerun: yes;"> </span>which my client felt would
make a positive lasting impression at his event. Do you know what criteria your
customers will use to evaluate you and other service providers in the year
ahead?<span style="mso-spacerun: yes;"> </span>Are you sure your differentiating
elements are ones your customers truly care about?</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Are there additional services/products that your existing
customers would buy from you if you offered them? Are there some
services/products you could offer that would help you acquire NEW customers, who
might then also become customers for your existing products and services?<span style="mso-spacerun: yes;"> </span>Keep in mind that you don’t have to make or
originate the service or product you sell. </span></span></div>
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<b><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Setting Goals</span></span></b></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">This is the most important step of your re-visioning process.
Everything you do going forward is driven off your goals for the future of your
enterprise. What is your vision for the future of your business? How do you
want to grow it or change it in the months ahead? What is your vision for what
you will sell, to whom and for what price? Who will you partner with, and from whom
will you buy services and products? How will you become more efficient, more
profitable, and better known in the months ahead?</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Your thinking process may begin with identifying some trends,
but to be able to determine if you successfully achieve your goals, those goals
must be measurable, specific, and achievable and linked to a timeframe.<span style="mso-spacerun: yes;"> </span>I like to discuss my business goals with my
colleagues, business mentors, and even my family. They all have contributed to
helping me refine my goals and avoid “pot holes” en-route. <span style="mso-spacerun: yes;"> </span></span></span></div>
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<b><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Market Intervention</span></span></b></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">“Wishing doesn’t make it so.” I think that might be a song
lyric, but it is certainly a truism in marketing. If you want to change the
status quo, you must intervene in the market in some way. Now that you have
goals and a clear idea of the directions you want to move in, how will you
effect the changes you want to make in your business and its market?</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">I look at the mix of marketing interventions as being
particularly relevant for service marketers. Again, we have written about the
importance of planning for and<a href="http://tompencekblog.blogspot.com/2011/10/push-pull-and-hand-shake-importance-of.html" target="_blank"> investing in a mix of marketing interventions</a><span style="font-size: x-small;">.</span></span></span></div>
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</b><br />
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<b><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Scheduling, Measuring, and Tracking</span></span></b></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">You have a clear idea of what you want to accomplish in the
next year. You have completed a marketing plan and have confirmed that you have
the financial and staff resources necessary to move forward.<span style="mso-spacerun: yes;"> </span>Now it is important to create a unified
“marketing and Business calendar “that will function as the central place where
you book all of your planned initiatives. Since you will be engaging in many simultaneous
activities, coordination is essential. </span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">And everything will perform as expected, right?<span style="mso-spacerun: yes;"> </span>Nah. There are bound to be hiccups and
problems.<span style="mso-spacerun: yes;"> </span>I recently redid <a href="http://www.serviceforprofit.com/" target="_blank">my website</a> .<span style="mso-spacerun: yes;"> </span>We used
data collected from <a href="http://www.google.com/analytics/" target="_blank">Google Analytics</a> <span style="mso-spacerun: yes;"> </span>to refine our key words and adjust many
features.<span style="mso-spacerun: yes;"> </span>When I do email marketing, my
provider, <a href="http://www.swiftpage.com/">www.swiftpage.com</a> can tell me
what phrases used in headlines or subject lines are more effective in getting
readers to click on the content and read it. They can even tell me which “targeted
readers” interacted with the content more than others, and <a href="http://swiftpage.com/qualify-your-contacts/call-list.htm" target="_blank">which ones I should call to follow up with</a>. <span style="mso-spacerun: yes;"> </span></span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">If you invest in some kind of marketing interventions—email
marketing, new website, postcards, telemarketing—carefully consider and set up
a process for measuring what works and what doesn’t.</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">You’ll need this information next year when you take stock of
your business and “Re-vision” your future. </span></span></div>
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Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com1tag:blogger.com,1999:blog-421103307167502340.post-73101658939658157372012-11-12T18:08:00.001-08:002012-11-12T18:09:23.232-08:00Do you know the way to San Jose…and How’s the Traffic?<!--[if gte mso 9]><xml>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzvDspp39VxYQkvNvq579UThLaJh9XjRq-NInJC0COA8GzJ245l-al3sMWj5z6HuJzKKDrw3r6XIdf5STUQxPR_6_wrD_AKhaKrzbNDvfHO3Intxgu7ZMvzFfUeWn8g8XStt6-qf2Q2_xn/s1600/waze.jpeg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzvDspp39VxYQkvNvq579UThLaJh9XjRq-NInJC0COA8GzJ245l-al3sMWj5z6HuJzKKDrw3r6XIdf5STUQxPR_6_wrD_AKhaKrzbNDvfHO3Intxgu7ZMvzFfUeWn8g8XStt6-qf2Q2_xn/s200/waze.jpeg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Palo Alto offices of Waze.com</td></tr>
</tbody></table>
<br />
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">A few years ago
while on my way on foot from the Palo Alto City Hall to a local breakfast
hangout, I noticed a small, unassuming storefront office. People were working
inside but there was no name on the door. When I stopped in and asked about the
business (I’m always looking for customers!), I got an earful about traffic
apps and was offered a “gizmo” with a suction cup to hold my “new” i-Phone
upright in my car. Just think,<span style="mso-spacerun: yes;"> </span>I could
get rid of my GPS and just use my phone! The new service, Waze.com, was free,
and it derived traffic reports from users, like me.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">Now fast forward
to 2012. That same humble start-up now has over 30-million users, in 35
counties. Waze.com remains in the same location, but it seems to have come of
age as a reliable, useful, and ubiquitous service. <a href="http://abclocal.go.com/wls/story?section=resources/traffic&id=8538951" target="_blank">Major news outlets</a> use
Waze.com-produced “virtual reports” as substitutes for traffic reporters in
helicopters.<span style="mso-spacerun: yes;"> </span>Indeed, Waze.com was recently mentioned in
the Apple CEO’s apology <a href="http://www.apple.com/letter-from-tim-cook-on-maps/" target="_blank">as </a><a href="http://www.blogger.com/blogger.g?blogID=421103307167502340" target="_blank">a substitute</a> for Apple’s own less-than-successful
mapping application.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">What explains the
amazing growth of this upstart venture, initially funded (Series A & B
Rounds) at <a href="http://www.crunchbase.com/company/waze" target="_blank">less than $50-million</a>?
<a href="http://en.wikipedia.org/wiki/Crowdsourcing" target="_blank">Crowdsourcing</a>. Yes, crowdsourcing to passively collect traffic data from
millions of users who also share road reports on accidents, police traps, or
other hazards, helping to give all users in the area a ‘heads-up’ about what’s
to come.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">Is Waze.com a
service? Most definitely!<span style="mso-spacerun: yes;"> </span>Some cite it
is a great example of how to deliver a massively scalable service that is high
value and low cost. “Our users spend an average on 440 minutes a month on the
app,” said Waze Communications Director Michal Habdank-Kolczoski. “That
reflects<span style="mso-spacerun: yes;"> </span>their high level of commitment
to using the service.“<span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">How do users pay
for the service? They use their own cell phones run the Waze.com app while
driving, which passively allows Waze.com servers to track their speed on
various roads. Collectively, this provides a high level of confidence about
road conditions.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">Crowdsourcing is
a hot new idea that is well represented on Google. A search on the term yielded
3.3 million results. Enterprising companies today use crowdsourcing<span style="mso-spacerun: yes;"> </span>to manage projects, sell illustrations and
stock photos, and even design footwear.<span style="mso-spacerun: yes;">
</span>But is it the service delivery platform of the future or just a fad? </span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: Arial,Helvetica,sans-serif;">Waze.com has just
launched a program to <a href="http://www.waze.com/blog/introducing-waze-ads-bringing-you-the-most-relevant-local-merchants-and-big-brand-stores-along-your-route/" target="_blank">sell ad space to businesses that you and I pass on the way to work</a> and that targets ads only to the users who typically pass by
often.<span style="mso-spacerun: yes;"> </span>Sounds like a neat way to
monetize the service and stay in the game as concept of crowdsourced traffic
reporting continues to take hold. </span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-10421416556410498292012-10-03T21:36:00.000-07:002012-10-05T08:11:56.905-07:00You can’t squeeze the melons—selling yourself in the marketplace<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht91l_Q6plBEvYPqsJwvjxJoDjX9FsUBaJHk3a7ccBGLqL2FWSEzuD5TX0PM2bVsLf7AftsKLPMhgiNoKzk1q2EgJwxCXfSwzh9ScCaRu0s7ts1u6ereSThm0a7fzCEqNMjLFYAScCMeAc/s1600/iStock_000014604572_ExtraSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht91l_Q6plBEvYPqsJwvjxJoDjX9FsUBaJHk3a7ccBGLqL2FWSEzuD5TX0PM2bVsLf7AftsKLPMhgiNoKzk1q2EgJwxCXfSwzh9ScCaRu0s7ts1u6ereSThm0a7fzCEqNMjLFYAScCMeAc/s200/iStock_000014604572_ExtraSmall.jpg" title="vegies at farmers market" width="200" /></a></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">I recently visited the Palo Alto Farmers’ Market. It was an
amazing experience. On a Sunday morning, growers of produce from all over the
region converge on one street and frantically arrange their booths and wares
with an eye to curb appeal and easy access. </span></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">“Aside from the set up and tear down, the hard work is done
by the product,” said one vendor. “People like to squeeze the melons and choose
from lots of samples. I just let them and take the cash.”</span></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">I wish it were as easy to sell professional services in
today’s marketplace. Helping clients
choose me over the other guy for their marketing plan or branding campaign
involves my doing something that makes me feel uncomfortable: I have to toot my
own horn. </span></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Oh, I use <a href="http://www.blogger.com/(http://www.linkedin.com/in/tompencek" target="_blank">my LinkedIn page</a>
and <a href="http://www.serviceforprofit.com/reviews.html" target="_blank">other pages</a>
to post reviews and testimonials. But
inevitably, at some point I have to tell someone why I think I’m better than
the other guy. To me, that whole
conversation feels uncomfortable. </span></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">I’ve discovered that I am not alone and that one of my
favorite sales thought leaders, Carol Costello, has written a new book about
the subject with advice for professional service providers like me. Her eBook, <b><i><span style="font-style: italic; font-weight: bold;">Sell Yourself without Feeling Pushy,
Creepy, or Weird!</span></i></b> It is
available on<a href="http://preview.tinyurl.com/8jy4udq" target="_blank"> Amazon</a>. Not only does
Carol zero in on the reasons why some of us have problems selling our own
services, she also offers some strategies for surmounting these problems. Spend
the $2.99 and get your copy. It’s worth it.</span></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Sometimes we need to sell our services through proxies. Have
you ever had a client say, “I like working with you, but I have to present you
to The Group, and they make the decision.”
Selling my service indirectly is easier for me, but sometimes the
outcome is unpredictable. Sales training notable <a href="http://thesalesblog.com/blog/2012/09/29/how-to-help-your-dream-client-justify-their-choice/" target="_blank">Anthony Iannarino</a>
says that success results from arming your proxy with the information or talking
points they need to make your point for you. You also need to protect your
in-client champions by anticipating any possible objections they may encounter,
say about solution differences and price, and providing them in advance with justifications
that they can deploy if challenged. They need to look smart; if they don’t, their
decision to recommend your solution could reflect poorly on them.</span></span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">“When you know that differences in your solution and your
competitors’ could raise eyebrows, then you have to provide your prospective buyer
with the reasons to choose you,” according to Iannario. The bottom line for me is that I can overcome my
squeamishness about selling myself if I hold onto a few key ideas:</span></span></span></div>
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<br /></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">1.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span>I
may not be the only choice, but I know I will work harder to deliver value for
my client than anyone else. Loyalty and commitment count.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 0.75in; text-indent: -0.25in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 0.75in; text-indent: -0.25in;">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">2.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span>I
know my clients and their needs very well. I know that I am recommending a
service (provided by me) that can improve their business.</span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 0.75in; text-indent: -0.25in;">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0.75in; text-indent: -0.25in;">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">3.<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span>In
today’s marketplace, it is important to share the sandbox. Companies that
succeed are able to blend good ideas and services from a number of providers.
Knowledge worker integration is the key to measurable success. I know that I
work well in that kind of setting and my client will benefit.</span></span></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Selling professional services is not like selling fruit.
After all, a vendor needn’t rave about his fruit but just lets customers tap
a melon, sample a strawberry or a grape.
So unless what you’re selling is strictly your looks, unless you’re a
model, you’re going to need to speak up to stimulate an appetite in prospects
to give you the chance you need to prove your worth. </span></span></span></div>
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<br /></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com1tag:blogger.com,1999:blog-421103307167502340.post-81625376110278952562012-07-18T15:47:00.002-07:002013-02-03T08:09:35.959-08:00Nothing says “We Love you, Mr. Customer!” like 31 years of Onions<!--[if gte mso 9]><xml>
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<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj282DpgJmD4mVPOGMT04iC4p9GS9uCxnALfF5JGKQweFr9OPAmHOCSfvWncM60KLTIDlGQYJVQ7cNKXtkqnUoF4uPd-NdoZWRSdC8yB90TsUrC8nopaeZhoUSUrr3ZH7NRwfBf3RUWTeg2/s1600/onions.JPG" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj282DpgJmD4mVPOGMT04iC4p9GS9uCxnALfF5JGKQweFr9OPAmHOCSfvWncM60KLTIDlGQYJVQ7cNKXtkqnUoF4uPd-NdoZWRSdC8yB90TsUrC8nopaeZhoUSUrr3ZH7NRwfBf3RUWTeg2/s200/onions.JPG" width="150" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Onions for distribution</td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">I walked
into my local bank the other day and by the window I found a huge pile of
produce.<span style="mso-spacerun: yes;"> </span>Turns out that these 10 lb.
bags of Walla Walla onions are this year’s supply to continue a customer gift
tradition begun 31 years ago by the then-owner of this small bank in Silicon
Valley, University Bank and Trust. Carl J. Schmitt, who attended college at Whitman
in Walla Walla, hit on the idea of gifting his customers with something unique.
Each year his customers left each one of the three bank branches with a bag of
onions personally conveyed to them with thanks and a handshake from a bank
employee.<span style="mso-spacerun: yes;"> </span>Although Schmitt’s<a href="http://www.nytimes.com/1994/10/06/business/company-news-comerica-set-to-add-bank-in-california.html" target="_blank"> UniversityBank and Trust was acquired </a>in 1995 by the far larger, multi-branch Comerica
Bank, Comerica decided to continue giving away onions at the former University
Bank branches.<span style="mso-spacerun: yes;"> </span></span></span><br />
<br />
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">Since
1996, one 10 lb bag at a time, Comerica Bank has sent out its doors more than 370,000
pounds of onions. </span></span><br />
<br />
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">“Comerica
is committed to our customers,” said J. Michael Fulton, President, <a href="http://www.comerica.com/" target="_blank">ComericaBank</a>--Western Market. “By giving away Walla Walla sweet onions, we can thank
our customers for their patronage.”</span></span><br />
<br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt; font-weight: bold; mso-bidi-font-weight: normal;">Other customer
“courting” tips from University Bank</span></span></b><br />
<br />
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">Onion
love offerings may seem an unusual way to honor customers, but, as a customer
myself, I can tell you that they build brand loyalty and strengthen personal
relationships between the bank and its customers. I never had the pleasure of
meeting Mr. Schmitt, but he seemed to think like me with regards to customer
delight. I did some research on some of other practices he employed that helped
triple the stock price of the old bank within its first 4 years of operation:</span></span><br />
<br />
<ul>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Free shoe shines provided at a
stand in the bank lobby</li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Pens not chained down and easy for
everyone to use</li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Oriental rugs and fresh flowers in
the vault of safe deposit boxes </li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Stamps sold by tellers and all
statements mailed on the second day of the month </li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Non-cash deposits picked up from
some customers’ office by drivers of vans humorously decorated with lifelike
paintings of safe-crackers at work.<span style="mso-spacerun: yes;">
</span>Customers appreciated the wit and not having waste time going to the
bank. </li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Free traveler's and cashiers
checks </li>
<li><span style="font-family: Symbol; font-size: small;"><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: Times New Roman; font-size: xx-small;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span></span></span>Free photocopies of papers and
signature verification</li>
</ul>
<div class="appara">
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;"><b>What about your service business?</b> </span></span></div>
<div class="appara">
<br /></div>
<div class="appara">
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">Should you be doing more to court
your customer and let them know you value and appreciate them? It seems to me
that Schmitt had some great ideas about making it easy to do business with
University Bank. Is there more <i style="mso-bidi-font-style: normal;"><span style="font-style: italic; mso-bidi-font-style: normal;">you </span></i>can do to
make it easy and enjoyable for customers to do business with you?</span></span></div>
<div class="appara">
<br /></div>
<div class="appara">
<span style="font-family: Times New Roman; font-size: small;"><span style="font-size: 12.0pt;">If you’re interested, I know where you can get a good, bulk deal on
some onions. </span></span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com1tag:blogger.com,1999:blog-421103307167502340.post-18831867019462374882012-06-21T21:27:00.003-07:002012-11-25T09:55:15.295-08:00Disrupting the Loop<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfLPdoG-opu8B9TBbQx_WL9o3-AXZqnFRaOe6tlaDXGHK4VKS954zyw2TmQJfCebssBY-e1Cuvr0u5suxHsTe4PLDB9DJpwJFZmV0vFWSWIEB93EnMip0Z9dngjd9fbSok109ltlXS0N-D/s1600/iStock_000019420875XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfLPdoG-opu8B9TBbQx_WL9o3-AXZqnFRaOe6tlaDXGHK4VKS954zyw2TmQJfCebssBY-e1Cuvr0u5suxHsTe4PLDB9DJpwJFZmV0vFWSWIEB93EnMip0Z9dngjd9fbSok109ltlXS0N-D/s320/iStock_000019420875XSmall.jpg" width="320" /></a></div>
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<span style="font-size: small;">No, I’m not
talking about a physics or chemistry experiment. I’m describing a very
successful sales strategy that is used every day by many and that you can use
at the right time to help you succeed when competing with another provider.</span></div>
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<br /></div>
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<span style="font-size: small;">Many of us have
seen professional engagements that we thought were “a sure thing” unravel at
the last moment. Often, the client
brings up an idea or concept that had not been part of our original discussion.
Frequently, this happens when a competitor has successfully shifted the
decision loop away from areas of our strength to areas of his strength. Sales pros have a name for this—Disrupting
the Loop—and it works.</span></div>
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<br /></div>
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<span style="font-size: small;">Take a look at
this video of a <a href="http://www.youtube.com/watch?v=_pJVpj84Zz4" target="_blank">BASKETBALL team using a FOOTBALL play</a> on the court to score. The other team
looks totally sandbagged! They weren’t expecting it, weren’t ready to respond,
and were unsuccessful in defending against it. </span></div>
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<br /></div>
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<span style="font-size: small;"><b>How does this
work in real life?</b></span></div>
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<br /></div>
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<span style="font-size: small;">One client shared
with me how he used this technique to his advantage:</span></div>
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<br /></div>
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<span style="font-size: small;">“I was competing
with another and larger firm for an O & M (Operations and Maintenance)
training contract. I had the advantage, I thought, since I knew all the
operators and used to be one myself. But my competitor had raised the issue of
perceived quality: he could offer a group of trainers so that the material
would be presented by several people, with different styles, and at a
competitive price. My contact pointed out that learning styles are diverse and
suggested the wisdom of offering operators training from a team of trainers.</span></div>
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<br /></div>
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<span style="font-size: small;">“I successfully
countered that having the training presented by ONE trainer would make it
easier to film and edit the training so that it could be shown to operators who
might be hired later, thus reducing the cost of future training sessions .
Filming or remote viewing, however, was not part of the original RFP. My having
successfully changed the discussion let me continue to compete for the
business, which I ultimately won.”</span></div>
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<br /></div>
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<span style="font-size: small;">Early in my sales
career, I sold Rx health products in hospitals. I hated it. Everyone was forced
to follow the same procedure and had the same access; in other words, we all
had to play the same game. If you all start from the same place, speak for the
same amount of time, and offer roughly the same alternatives, there’s really no
competition. In the Rx business, the situation is even worse: price and even
“product claims" are controlled by regulation.
I like having the freedom to call a football play on the basketball
court. Don’t you? </span></div>
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<br /></div>
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<span style="font-size: small;">Just because you
are selling professional services (training, legal representation, engineering
studies or drawings, etc.) to a long standing,friendly client, or selling into a situation
that you have worked on for weeks, don’t assume that you won’t have
competition. You still need to SELL your expertise, capability, and unique
abilities to your client. If the opportunity is a great one, there will
probably be at least someone else also pitching for the contract. Ask yourself how can you present yourself in a
unique way. If you are smaller, or
newer, or not as well known as your competition, how can you frame the
challenge in a way that will play to your strengths, not your weaknesses?</span></div>
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<br /></div>
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<span style="font-size: small;">One powerful way
to frame your challenge is to reframe it!
When you disrupt the loop, you no longer compete on product,
performance, price—all those areas in which you may offer no advantage. Be creative: envision a scenario in which you
DO possess some unique merits—and you’ll come out on top.</span></div>
Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-23938292029762280522012-06-05T13:55:00.000-07:002012-07-19T09:09:53.631-07:00Tell Me Your Story and I Will Trust You and Buy from You<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8o1pZtQV3oCMc8CLj84pPsf7dAhRy0K6Lhyphenhyphen0bUB6iAsaPaXaPQ2NzOod5wYJcpaCjXaTP9WYEKMxu0vkqg4JECiFKu8gpIO8rIseXwwdLivkPF75UuGK1XU-WK5Tw_H7q0C0KxwhtPIL/s1600/bridge_crop.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="email address of photographer is marproch@gmail.com" border="0" height="156" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO8o1pZtQV3oCMc8CLj84pPsf7dAhRy0K6Lhyphenhyphen0bUB6iAsaPaXaPQ2NzOod5wYJcpaCjXaTP9WYEKMxu0vkqg4JECiFKu8gpIO8rIseXwwdLivkPF75UuGK1XU-WK5Tw_H7q0C0KxwhtPIL/s320/bridge_crop.jpg" title="Charles Bridge in Winter" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Charles Bridge in Prague by Martin Procharzka</td></tr>
</tbody></table>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">“What I did during my summer vacation?” You’ve probably had
to tackle this subject in an essay for school. I feel that’s what I’m doing now.
My wife and I traveled 6000 miles, and I learned a lot of interesting facts
about the places we visited., I also re-discovered a truth far away that was in
front of my face all the time.</span></span><br />
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">Luda and
I visited three Eastern European countries that had long been on her “bucket
list”-- Hungry, Austria, and the Czech Republic. It was a fascinating trip,
full of exciting places to visit, new places to walk, and great restaurants
(our family grew tired of all the restaurant pics I kept posting on Facebook).
But of all its sights, sounds, and tastes, I will remember the longest the 20
minutes I spent with Martin Procharzka. </span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">Luda and
I were walking across the Charles Bridge—the oldest bridge in Prague—and
confronting vendor after vendor who had set up small souvenir stands on the
bridge. I stopped to admire a
photograph and asked, “This isn’t your work, is it?” The middle-aged man
answered in the affirmative. We began to discuss photography in general and the
details of how he had captured this amazing image of this famous bridge.</span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">“I came out here early, around 5 AM, to get a good spot for
the foot traffic. There was just a dusting of snow. After I had set up, snow
really started to fall, and I got this great shot.”</span></span><br />
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">Martin’s story behind the shot anchored my visit to Prague, made
the whole adventure more real for me, and certainly more memorable. It also
tied into the bigger story of a city and a people released at last from the
confines of their previous system and free again to be creative individuals
pursuing their dreams.</span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">The
power of narrative is a great truth that we sometimes forget as business people
when we focus on our accomplishments, customer testimonials, or exciting
product features. We all need to remember the “story” that helps our customers
anchor our “truth” and remember it. All
businesses, but especially service businesses, can benefit from becoming skilled
in telling their story to customers and prospects. </span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">But it
is not just about <i style="mso-bidi-font-style: normal;"><span style="font-style: italic;">telling</span></i> your story. You need to link
your story to a bigger theme that resonates with your prospect or customer.
Storytelling marketing pioneer Michael Margolis has made this point in his book, <a href="http://www.believemethebook.com/" target="_blank">Believe Me!</a>
You can download a free PDF copy with this link. </span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">Margolis
believes that “Only when people can locate themselves inside [your] story will
they belong and participate in your narrative.” By “participate,” he means remembering
and retelling. Sometimes it’s tough for
business owner to overcome our own pre-conceptions about our businesses and
think about them in a new way to harness the power of storytelling.</span></span><br />
<br /></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;"><a href="http://www.serviceforprofit.com/SuccessStories/TandemComputers.html" target="_blank">One of our engagements from several years ago</a> illustrates the point. A computer firm
in Silicon Valley was puzzled. No matter how much it promoted the new and
improved versions of its industry- leading hardware, its existing customers—the
largest businesses, with the biggest networks—kept buying at the same rate,
year after year. Why were they not responding to the firm’s considerable
investment in marketing? We did a research study to find out and determined
that, in most cases, the customers were most influenced by the firm’s service
and not its hardware, which was expected to keep pace with market trends. Since the firm’s service offerings had not
changed but were generally satisfactory, the customer buying habits remained
unchanged.</span></span><br />
<br />
<br />
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;"><a href="http://www.serviceforprofit.com/SuccessStories/TandemComputers.html"></a>
</span></span></div>
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<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">By
combining this Voice of the Customer data with powerful storytelling, the
company added new service offerings to make its brand of hardware and services
indispensable and part of a compelling larger story of a labor-saving, time-saving,
and money-saving solution. The results? This firm grew its hardware AND service
revenue and profits so much that within a year it was acquired at a large
premium.</span></span><br />
<br /></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;">As you
think about how to grow your business in the coming months, think about your
story. How will you tell it to make it engaging? How will you link it to a
larger theme? </span></span></div>
<div class="MsoNormal">
<span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11pt; line-height: 115%;"> </span></span></div>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-87726092819306056662011-12-16T13:47:00.000-08:002011-12-16T13:47:08.765-08:00If We’re Going to Write, Let’s Do It Well!<!--[if gte mso 9]><xml> <o:DocumentProperties> <o:Version>12.00</o:Version> </o:DocumentProperties> </xml><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhu5GFjYXgv3WA-UbgqUO6WCGsg0bLRIGkDv0Jy2I3wCmk5B5SZwQY1zBhTnNdx0rhGw7TIRZqfdeFEtUgL_VQyH81Cjjbp-Y5t-d937Bdg4X_DkYb8VJa7Po0jEdonmCyYPGuSnxM3ehdN/s1600/iStock_000018068334XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhu5GFjYXgv3WA-UbgqUO6WCGsg0bLRIGkDv0Jy2I3wCmk5B5SZwQY1zBhTnNdx0rhGw7TIRZqfdeFEtUgL_VQyH81Cjjbp-Y5t-d937Bdg4X_DkYb8VJa7Po0jEdonmCyYPGuSnxM3ehdN/s200/iStock_000018068334XSmall.jpg" width="133" /></a></div><div class="MsoNormal" style="tab-stops: .5in;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";">Business owners small and large often find themselves facing a blank page as they summon their wits to write about their business, their latest promotion, or even an important communication to a customer or partner. Experienced business writer and Service for Profit team member, <a href="mailto:khwilson@sbcglobal.net" target="_blank">Kathy Wilson</a>, knows that writing is hard, and she’s taken the time to give all of us the following “tips of the trade” this Holiday Season: </span></div><div class="MsoNormal" style="tab-stops: .5in;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold;">By </span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><br />
</div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";">Kathy Wilson - Writer/Editor </span></div><div class="MsoNormal" style="tab-stops: .5in;"><br />
</div><div class="MsoNormal" style="tab-stops: .5in;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";"><span style="mso-tab-count: 1;"> </span><span style="mso-spacerun: yes;"> </span></span></div><div class="MsoNormal" style="margin-left: .25in;"><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Whenever you find yourself composing a piece of marketing collateral, whether it’s a product brochure, white paper, case study, or customer e-mail, you want to keep your message as concise and tightly crafted as possible. At the same time, you want to deliver something that will communicate key messages effectively, hold your audience’s attention, and hopefully have the desired effect (e.g., call us, go to our website, buy our product, take advantage of this special offer). </span></div><div class="MsoNormal" style="margin-left: .25in;"><br />
</div><div class="MsoNormal" style="margin-left: .25in;"><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">This means making careful word choices and packing in as much rich and impactful content as possible. What you choose to include, to emphasize, and to leave out should start with what you believe will most motivate your audience. Is it general product information, competitive differentiation, ways to achieve increased efficiencies, lower costs, a better customer experience? Maybe it's some combination of these?<br />
<br />
Once you understand your audience’s key drivers, you can get down to the job of carefully crafting your message. This can present many choices but your primary filter should always be focused on relevance, brevity, and impact.<br />
<br />
For example, let's say that the company you're writing for offers products aimed at simplifying operations, improving the customer experience, and reducing costs. How do you write the most compelling message around these themes?<br />
<br />
You could just use short, easy to digest bullets to summarize the company's value proposition:</span></div><div class="MsoNormal" style="margin-left: 0.25in;"><br />
</div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Simplifies operations</span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Improves the customer experience</span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Improves the quality of service deliverables</span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Helps reduce costs</span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Helps optimize systems and processes</span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Improves customer satisfaction </span></div><div class="MsoNormal" style="margin-left: 49.5pt; mso-list: l2 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Creates a more engaging customer experience</span></div><div class="MsoNormal" style="margin-left: 49.5pt; text-indent: -0.25in;"><br />
</div><div class="MsoNormal" style="margin-left: .25in; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">But now watch what happens when we dig a little deeper. How does the company (and its products) do these things, and what additional benefits might be gained? Here are some alternate versions that illustrate this point:</span></div><div class="MsoNormal" style="margin-left: 0.25in;"><br />
</div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Automates repeat processes to reduce complexity and simplify operations (or)</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Automates repeat processes to improve operational efficiencies and service quality</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Lowers costs with automation and operational efficiencies to enhance ROI</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Cuts issue resolution times with complete visibility across integrated service delivery platforms and processes</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Supports expanded services to improve customer satisfaction and brand loyalty</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l3 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Integrates across social media to deliver a more accessible and engaging customer experience</span></div><div class="MsoNormal" style="margin-left: 0.75in; text-indent: -0.25in;"><br />
</div><div class="MsoNormal" style="margin-left: .25in;"><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">Finally, there is one more thing we should be thinking about as we are writing and self-editing our copy—namely, can any of our key benefits be quantified? If they can, let’s do it. The impact will be much higher, and your credibility much greater than just stating features and benefits in generic terms.</span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal" style="margin-left: .75in; mso-list: l0 level1 lfo4; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">15% savings over competitive solution without compromising speed or quality</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l1 level1 lfo3; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">24% reduction in manual processing for improved operational efficiencies</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l1 level1 lfo3; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">33% reduction in issue resolution time with support system integration and company-wide reporting</span></div><div class="MsoNormal" style="margin-left: .75in; mso-list: l1 level1 lfo3; text-indent: -.25in;"><span style="font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-fareast-language: JA;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Arial","sans-serif"; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: JA;">50% increase in website visitors; 18% increase in conversions</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin-left: .25in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";">Sound easy? Give it a try the next time you’re facing that blank page. Making things as concise and impactful as possible usually requires two or three passes as you tighten and refine your message. But when you find those perfect word combinations, it will have been well worth the effort.</span></div><div class="MsoNormal" style="margin-left: .25in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><br />
</div><div class="MsoNormal" style="margin-left: .25in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";"><span style="mso-tab-count: 1;"> </span></span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><span style="font-family: "Helvetica","sans-serif"; mso-bidi-font-family: "Times New Roman";">[Kathy is an experienced business communications writer, residing in Silicon Valley and is available for marketing communication projects when you can’t summon your Muse. You can reach her at <a href="mailto:khwilson@sbcglobal.net">khwilson@sbcglobal.net</a>. A version of this short article also appeared in the <a href="http://www.wedomarketing.com/blog" target="_blank">blog published by the Envision Technology Marketing Group of San Jose </a>where Kathy is a frequent contributor]</span></div><div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt .5in; text-autospace: none;"><br />
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</div>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-13869165422832940062011-12-06T14:25:00.000-08:002011-12-06T14:26:26.563-08:00All the News That's Fit to Print<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJvKqMN0RlcJ82GDSy2XkTaf-QQGDkxHyuEdkhgj0Ix7RqOUz-IQy37w8-9RE1X2GjmE0wQfJ3YdW4UHXfMDz0rFShyphenhyphen9pdC06hA0r6SISIEhFcorO5DD0SwzdeeDzJ924mFt7iPgi_f3B0/s1600/iStock_000016649243XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="167" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJvKqMN0RlcJ82GDSy2XkTaf-QQGDkxHyuEdkhgj0Ix7RqOUz-IQy37w8-9RE1X2GjmE0wQfJ3YdW4UHXfMDz0rFShyphenhyphen9pdC06hA0r6SISIEhFcorO5DD0SwzdeeDzJ924mFt7iPgi_f3B0/s200/iStock_000016649243XSmall.jpg" width="200" /></a></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><br />
</div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">Your newsletter might not be the NYT, but your customers may love it.</span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span><br />
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">Do they call you and say, “I didn’t know you did that!” Do you get more referrals and inquiries within a week of your newsletter’s reaching its audience? Do you get calls for offers in newsletter issues from 2-3 months ago? Do professional partners thank you for featuring them in your newsletter by referring clients to you? </span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">If the answer to any of these questions is “No,” then it's time to spend time tuning up your newsletter and making it more a more effective tool for boosting profits, retaining and attracting clients, and enhancing engagements. Fortunately, we can help you with those goals.</span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span><br />
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b><span style="font-weight: bold; line-height: 115%;">Newsletters can be difficult to produce consistently </span></b></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span><br />
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">The only thing that most small businesses agree on about newsletters is that they can be a pain to produce month after month. The attention demanded to get out each issue, the rush to collect submissions from contributors or write and edit copy yourself, and the absence of consistently measurable results that justify all the hassle frequently combine to sound the death knell for these marketing projects after a year or so. </span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">To make your newsletter effective, try these ideas:</span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span><br />
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b><span style="font-weight: bold; line-height: 115%;">Focus on one category of readers to keep content relevant</span></b> If you focus on a single target (like “customers” or “donors” or “business partners”), it’s likely that your readers will respond well to your content. After all, your content was created with your readers in mind. Of course, this may mean that, if you have multiple constituencies to keep informed, you will need multiple newsletters. Making sure you serve the unique needs of each group of readers will pay off in successfully communicating your message. One measure of such success is reader retention, or the measure of people that open, read and react to your newsletter each month. Indeed, when it comes to reader retention, content is KING. Many customers will learn about some aspect of your business they didn’t already know about and become an instant repeat buyer.</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">For instance, I use<a href="http://www.expressp.com/" target="_blank"> Express Printing in Sunnyvale California</a> for much of my business printing. It does a great job for me. Recently I read in its newsletter that it now offers me <a href="http://www.blogger.com/%28http://www.expressprintingusa.com/store/storePage.aspx?id=1775" target="_blank">QR codes that can be printed on my marketing materials</a> to link them to a mobile-friendly webpage to increase my click through and conversion rate. Not only have I added the QR codes to material for my own business, but I felt great about referring the folks at Express to my clients.</span></span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b><span style="font-weight: bold; line-height: 115%;">Full of Fun—Better Than “Strictly Business” </span></b>Don’t just focus only on yourself and your business; include some content that’s fun to read. Newsletter expert <a href="http://www.thenewsletterguru.com/" target="_blank">Jim Palmer</a> said is a recent seminar, “Adding fun content is a great way to extend the shelf life of your newsletter. People keep it around if it is fun.” Types of “non-business content” he recommends are:</span></div><ul style="font-family: Arial,Helvetica,sans-serif;" type="disc"><li class="MsoNormal" style="line-height: normal;"><span style="font-size: small;">Calendar items</span></li>
<li class="MsoNormal" style="line-height: normal;"><span style="font-size: small;">Work tips</span></li>
<li class="MsoNormal" style="line-height: normal;"><span style="font-size: small;">Articles on The Work/Life Balance</span></li>
<li class="MsoNormal" style="line-height: normal;"><span style="font-size: small;">Healthy living</span></li>
<li class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span style="font-size: small;">Vacation tips</span></li>
</ul><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;">Of course, you don’t have to write this additional content yourself. Jim offers it for <a href="http://www.nohasslenewsletters.com/" target="_blank">syndication</a>, as do other <a href="http://www.ipromoteit.com/newsletterpacks.html%29" target="_blank">vendors.</a> </span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"> </span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><b><span style="font-weight: bold;">Dual distribution -- paper and electronic</span></b> For most of my clients, I produce my regular eNewsletter and they like it just fine. But for some who don’t work in front of a computer every day or might be more open to receiving the communication in a different format, I also distribute a limited number of copies printed in paper, mailed bulk mail. While paper newsletters have less competition in the mail box than do emails in the INBOX, 1-6 pieces vs. 50 electronic emails/day, and tend to have a longer shelf life, they are more expensive for me to send since I must pay for printing and postage. I let my customers choose which they want to receive.</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><b><span style="font-weight: bold;">Consider using a BLOG as your electronic newsletter distribution vehicle</span></b> Many of us use an email content management system to mail out our eNewsletters. Tools like <a href="http://www.swiftpage.com/" target="_blank">Swiftpage</a> or <a href="http://www.constantcontact.com/" target="_blank">Constant Content</a> are handy for this since we can be alerted to who opened the attachments and which ones bounce, and our opt ins and opt outs are automatically tracked for us. But <a href="http://spearmarketing.com/blog/how-to-revive-a-dying-e-newsletter-4-tips/%29:" target="_blank">Howard Sewell, of Spear Marketing</a>, recommends using a blog tool, like Wordpress, as your distribution vehicle for eNewsletters:</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;">“It allows you to post content on a more timely basis, so that news items aren’t always weeks old by the time someone reads them in newsletter form. It permits comments, likes, social sharing, and other interactive functionality that you don’t get with a simple email newsletter. It allows for greater flexibility in how people choose to subscribe: via email, Twitter, RSS, or Facebook. And perhaps most importantly, it extends the shelf life of newsletter content well beyond the inbox, by allowing it to live on in search results where it can continue to generate traffic, subscribers, and sales leads.”</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><b><span style="font-weight: bold;">Share the pain to increase the gain</span></b>. Sounds catchy, doesn’t it? What I mean is that you should not take on the total responsibility for writing, editing, fact checking, and posting or formatting for printing all the content yourself. Try to identify sources for content (experts within your company or organization, guest contributors, and even customers, i.e., testimonials or case studies). Setting up an editorial calendar, with major and minor articles slotted 3-4 months in advance, will help you solicit guest submissions with plenty of lead time. You can also get help producing your newsletter. Check your Chamber of Commerce for marketing communication vendors in your area. </span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; line-height: normal;"><span style="font-size: small;"><b><span style="font-weight: bold;">Newletters are worth it!</span></b> They can make you money and help your service business grow. Now’s a great time to revitalize the newsletter you have or take steps to start publishing one. </span></div>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-10567496078629902042011-11-29T13:21:00.000-08:002011-11-29T13:21:06.147-08:00Your Marketing Plan: Make 2012 a Successful Year!<!--[if gte mso 9]><xml> <o:DocumentProperties> <o:Version>12.00</o:Version> </o:DocumentProperties> <o:OfficeDocumentSettings> <o:DoNotRelyOnCSS/> <o:DoNotOrganizeInFolder/> <o:DoNotUseLongFilenames/> <o:PixelsPerInch>0</o:PixelsPerInch> </o:OfficeDocumentSettings> </xml><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:DoNotOptimizeForBrowser/> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-QgVrjHr-PKao_BfpHVVB4Py9hrRPommKCrzvXjkoU2JlkUT06FkwH05cSqsGZD1i8_BkwoBByME3RhzwALCkXWoyecGrcJajN6s_t_Fhyphenhyphenu8JB-HNN7pMcgA-zRwT54zVSaT7FClLOd0B/s1600/iStock_000016101845XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-QgVrjHr-PKao_BfpHVVB4Py9hrRPommKCrzvXjkoU2JlkUT06FkwH05cSqsGZD1i8_BkwoBByME3RhzwALCkXWoyecGrcJajN6s_t_Fhyphenhyphenu8JB-HNN7pMcgA-zRwT54zVSaT7FClLOd0B/s320/iStock_000016101845XSmall.jpg" width="320" /></a></div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">When I was growing up in Connecticut, I would always know when my family was about to take a trip: My dad would announce that he had received the TripTik<sup>R</sup>. This customized set of maps from AAA, still used today, had been assembled in a package of easily “flipable<span style="mso-spacerun: yes;"> </span>pages” to guide our auto travel. These maps would keep us on the right road, help us choose excellent stopping points, and help us avoid hazards like road construction and speed traps. To Dad, it was unthinkable to take a long road trip without his TripTik.</span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">You business needs a TripTik, too. Your thoughtfully prepared marketing plan fills the same function for your business. Just as a TripTik links your starting point with your destination, your marketing plan requires identifying your specific business goals for the year. <span style="mso-spacerun: yes;"> </span>The process of creating a marketing plan then fills in the blanks by answering these questions: how will you get there? What strategies and techniques will you employ? How will you spend your resources” Who will assist you?<span style="mso-spacerun: yes;"> </span>If you want to achieve your objectives—and you do!--It is just smart business to invest in your own success by spending giving some time and thought to how your marketing plan for next year will enable you to achieve them. </span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><b><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Start by asking and answering questions.</span></span></span></b></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Identify your goals. Goal setting can be hard, especially if they required that you must reach a consensus with others. Professional facilitators frequently use a technique called “back casting” to surface ideas from groups that have trouble formulating goals. Here’s how it might work:</span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";"><span style="mso-spacerun: yes;"> </span>Imagine it is Thanksgiving Day 2014. A full 2 years have passed!<span style="mso-spacerun: yes;"> </span>We’re all a little greyer or a little wider in all the wrong places. We’re going around the table talking about what has gone well and how much we appreciate the breaks we’ve had. When it is your turn, you rise and begin describing the specifics in your life, particularly in your business. How have things improved? What has changed for the good? What new challenges are you convinced you can surmount? </span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Psychologists tell us that we always underestimate how fast things can change and that the more we can use our imagination; the easier it is for us to come up with new ideas.<span style="mso-spacerun: yes;"> </span>By focusing on a future date that seems far into the future, we allow out imagination to seek out-of-the-box ideas. Yet the reality is that, once unleashed, our businesses are capable of moving quickly to achieve new goals and dreams: A goal for 2014 frequently becomes a plan for 2012.</span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Goals are important, as are the traditional Who, What, When and Where – and “how much” questions. A <a href="http://tompencekblog.blogspot.com/2011/09/swot-analysis-bit-of-james-bond-for.html" target="_blank">SWOT (Strengths,Weaknesses, Opportunities, Threats) analysis</a> is always part of the marketing plan that I develop for clients. This is also where competitive research can be helpful. Are other companies serving similar markets or making a similar product? What do their offerings look like? How are they priced? Is their marketing working for them?<span style="mso-spacerun: yes;"> </span>It used to be very difficult to get this information, but the Internet makes collecting this info easier. What about data that you can’t get on the internet or by interviewing customers?<span style="mso-spacerun: yes;"> </span>There are still ways to collect and use competitive information that are affordable and practical for small businesses. I recommend the <a href="http://www.amazon.com/Entrepreneurs-Guide-Market-Research" target="_blank"><i style="mso-bidi-font-style: normal;"><span style="font-style: italic; mso-bidi-font-style: normal;">Entrepreneurs Guide to Market Research</span></i></a> by Anne Wenzel, which will be available in January 2012</span></span></span><span class="st"><span style="font-family: Calibri;"><span style="font-family: "Calibri","sans-serif"; mso-bidi-font-family: "Times New Roman";">.</span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Giving thought to where you want to end up—your business goals—will inform the next steps, which determine how you make your journey – that is, how you execute your marketing plan. Planning obviously involves more than just setting direction. It also is the time to decide to focus on one or more target markets, the strategy to be employed, and the techniques that you will use to carry out that strategy.<span style="mso-spacerun: yes;"> </span>By “strategies” I mean, given a particular target market, how you will implement your goals.<span style="mso-spacerun: yes;"> </span>Typical strategies include Thought leadership, Pricing adjustment (Impact Pricing), or service </span></span></span>productization<span class="st"><span style="font-family: Calibri;"><span style="font-family: "Calibri","sans-serif"; mso-bidi-font-family: "Times New Roman";">. Once you have developed a working strategy, typically it is important to plan for a variety of techniques to realize your goal; these can include trade shows, websites, telemarketing, and email, to name a few. It is important to employ <a href="http://tompencekblog.blogspot.com/2011/10/push-pull-and-hand-shake-importance-of.html" target="_blank">a mix a techniques</a> since not all customers respond well to the same technique </span></span></span><span class="st"><span style="font-family: Calibri;"><span style="font-family: "Calibri","sans-serif"; mso-bidi-font-family: "Times New Roman";">.</span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span class="st"><span style="font-family: Calibri; font-size: x-small;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">“How Much” can only be answered once you know the “where,” “who,” and <span style="mso-spacerun: yes;"> </span>“what.” Understanding the value of a new customer and the underlying cost of what you are selling (in labor or materials) will allow you to judge what you should “pay” to acquire a new customer. </span></span></span><span style="mso-spacerun: yes;"> </span></div><div class="MsoNormal"><span> </span></div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Finally, it is important to build into your marketing plan certain “check-in” points.<span style="mso-spacerun: yes;"> </span>These represent opportunities to correct mistakes, revise assumptions, and correct for drift away from your objective. My dad’s TripTik consisted of specific pre-printed pages. Although it, too, is your guide to achieving your business destination, your marketing plan is a living document and will need to change with events that affect your market and the lives your customers are living.</span></span></div>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com0tag:blogger.com,1999:blog-421103307167502340.post-45801243830451797352011-10-21T11:44:00.000-07:002011-10-21T11:44:30.726-07:00Push, Pull and a Hand Shake: The Importance of Mix in Marketing<!--[if gte mso 9]><xml> <o:DocumentProperties> <o:Version>12.00</o:Version> </o:DocumentProperties> <o:OfficeDocumentSettings> <o:DoNotRelyOnCSS/> <o:DoNotOrganizeInFolder/> <o:DoNotUseLongFilenames/> <o:PixelsPerInch>0</o:PixelsPerInch> </o:OfficeDocumentSettings> </xml><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:DoNotOptimizeForBrowser/> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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</div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEs7GiJct5CnQn1fgoXZsJh_v5tv2xusAIMckU-h5V_p4DRzstBHYl2oGQxfXQOoXe5EA9-iHMGZBIOcszFN27ayI9uZKhkYxBC9_w5cH9I_QRJdFSurmESALYfEOI17LM8-JNL9zLZiWW/s1600/iStock_000017896047XSmall.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEs7GiJct5CnQn1fgoXZsJh_v5tv2xusAIMckU-h5V_p4DRzstBHYl2oGQxfXQOoXe5EA9-iHMGZBIOcszFN27ayI9uZKhkYxBC9_w5cH9I_QRJdFSurmESALYfEOI17LM8-JNL9zLZiWW/s200/iStock_000017896047XSmall.jpg" width="200" /></a></div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">“We’ve got a killer website. I don’t understand why we aren’t doing well!”<span style="mso-spacerun: yes;"> </span>If I had a nickel for every time I have heard that complaint . . . </span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Most people going into business for the first time don’t understand that marketing and business development necessarily involve a mix of approaches. While the idea that one single silver bullet will hit the target is understandably appealing, it’s NOT going to work because the target is never one individual who always has the same feelings and needs.<span style="mso-spacerun: yes;"> </span>Putting it that way makes obvious the need for multiple techniques and avenues to gain customer awareness and trust.</span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">When I begin helping clients with their marketing plans, I always tell them that we need to plan for a mix of marketing techniques and investment. I use a mnemonic to help them remember the idea: Push, Pull and a Hand Shake.<span style="mso-spacerun: yes;"> </span>They need to blend Push marketing techniques with Pull Marketing investment and use personal marketing—that Handshake—for outreach and message correction.</span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; font-weight: bold; line-height: 115%; mso-bidi-font-weight: normal;">Push Marketing – the Virtual Tap on the Shoulder</span></span></b></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">When marketers talk about push marketing, they are referring to the wide variety of techniques that can be used to attract the attention of potential customers and motivate them to take the first step in doing business with their clients. Telemarketing, advertising, direct mail—all are examples of this type of “interrupt” activity designed to call attention to a business and responsive action from potential customers.</span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Although all of these techniques have their quirks: some are more effective for certain products and services than others. But as a rule of thumb, the more you spend, the greater your success: frequency plus good execution yields desired outcome.<span style="mso-spacerun: yes;"> </span>Most of these techniques have the advantage of producing results fairly quickly.<span style="mso-spacerun: yes;"> </span></span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">But marketing campaigns based solely on Push, or Interrupt, marketing techniques inevitably fail. Why? This year, <a href="http://www.fastcompany.com/magazine/14/permission.html">the average consumer will see or hear 1 million marketing messages, almost 3,000 daily.</a> Since most automatically screen out most “interrupt messages,” other techniques must be used to get our attention. </span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; font-weight: bold; line-height: 115%; mso-bidi-font-weight: normal;">Pull Marketing Investment</span></span></b></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Many marketing tools do not interrupt the customer but, rather, support his intention when he seeks a product or service. The best example is search marketing, which is enabled by a website or blog that, when searched by a search engine, leads your prospect to your online information. You can also pay a fee to have him directed to your online information (pay for click). The more information you put online, on your website, your blog, your social media outlets, the more likely you will be found by a prospect interested in your business. Creating this online footprint can be expensive, and you must shoulder some of the cost before you sell your first widget. </span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Why assume the cost of implementing a Pull strategy? Simple: it works. <span style="mso-spacerun: yes;"> </span><a href="http://whattheythink.com/articles/53206-for-effective-marketing-think-pull-as-well-as-push">MediaPost</a> recently reported that U.S. spending on search engine marketing (another pull marketing technique) will grow from $12.2 billion in 2008 to $22.4 billion in 2013. Indeed, companies are embracing the idea of building entire campaigns around content that is shared through a variety of online and social media platforms. But just like efforts based solely on Push techniques, using Pull techniques in isolation may be self-limiting. For one thing, the expense of investing in and perpetually refreshing content in the absence of immediate demand (and business) is risky. Without continuing feedback from the target market in the form of measurable traffic, engagement, and commitment to the buying process, companies will be hard-pressed to continue to invest in Pull marketing. </span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; font-weight: bold; line-height: 115%; mso-bidi-font-weight: normal;">Pressing the Flesh</span></span></b></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">The least expensive and the most effective marketing technique is personal marketing. It <span style="mso-spacerun: yes;"> </span>has long been employed by the smallest businesses. From the business card and referral swapping in networking groups to the attention-getting and positive reinforcement from public speaking events, actually meeting and touching your potential customers can be very gratifying. It provides a level of information and affirmation about you and your offerings that cannot be equaled.<span style="mso-spacerun: yes;"> </span>A little time spent honing your <a href="http://ezinearticles.com/?Networking---Your-30-Second-Commercial&id=555829">30-second commercial</a> can garner you new business in a single afternoon of networking.<span style="mso-spacerun: yes;"> </span>It also gives you immediate feedback about what parts of your message seem relevant and which parts don’t resonate with your prospects. You can also use that information to tweak your push and pull campaigns if they are running at the same time.</span></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal"><span style="font-family: Calibri; font-size: x-small;"><span style="font-size: 11.0pt; line-height: 115%;">Marketing efforts that embody all three of these marketing modalities stand a good chance of being successful. They generate needed immediacy, higher conversion, and lower cost per lead. </span></span></div>Thomas Pencekhttp://www.blogger.com/profile/12723050452183232174noreply@blogger.com1