Different Size, Different Strategy...

Most of today's business leaders have been told since their days in college that to market their business successfully they need to "not step on toes." Now, on the surface this may seem like (and actually be) sage advice, however, I have a different take. If you're a smaller player in a niche market why not go BOLD. Let it be known that you're Christian, or Muslim, or African American, Native American, Traditional, Progressive, Conservative, etc. Make some noise...This is your chance to differentiate yourself from others and bring people that are like you to your door. And for those of you who are skeptical consider this well known mantra of advertising/marketing..."people buy what they know," and if they're comfortable with your belief system, point of view, etc. that's a touchstone that will engender feelings of comraderie that may just get them to use your service and/or buy your product rather than that of a competitor who has not planted their flag in the ground. If you're a smaller player, really, what do you have to lose? Just something to think about as you position your company and your corporate message for 2010 and beyond. Wishing all of you a Very Merry Christmas and a Happy, Healthy and Prosperous New Year!

Best Always,
Dave J.

TURTH ABOUT TAXATION - middle class...

If you ever wanted the truth about increased taxation in a nutshell here it is. And the only reason I mention this on our blog is that some of you who read my random thoughts are small business owners and middle/upper-middle class Americans. Some of you may have venture capital, some may have a wealthy Angel investor...whatever the case, if I can provide you with some common sense information that helps you position your business for the upcoming year I'm more than happy to do so:

Something to think about ... higher rates inevitably pressure wealthy taxpayers to withdraw captial from taxable, productive business and instead invest in tax exempt securities (such as municipal bonds or overseas) - the end result is that the wealthiest segment of the tax base begins to dry up as their money is diverted into tax-free channels that neither benefit the overall business landscape (creation of jobs) or the government (taxes). This ultimately leads to the squeeze on the only target left for the government to pursue...the middle class.

Now, I'm sure that you'll realize that the relevance of this message is as sound today as it has been in the past. It's just common sense... Higher taxes will lead to less money to go around for small business. I don't say this to scare anyone, but just to make you aware of the very simple, yet effective mechanism that is being put into play.

Best Always,
Dave J.

8 Items for business success :58 seconds to read

Want to be successful? ...sure! There are tons of books and/or online informational sites that can give you "keys" to success. But when it comes down to it, the following 8 items will serve you just as well (in a broad sense) as anything out there. I've spent my life building companies and these following items have played the major part in every success I've had. Pay attention and satisfy these simple requirements and you'll be well on your way to building a successful/profitable business.

Your product and/or service must be fully developed and ready to roll out

Too many business professionals are in such a rush to get to market that they roll the vehicle off the line before all 4 wheels are firmly in place. Keep the news of your launch to yourself and very few others beforehand if you're worried about the competitive conditions in the marketplace...finish up the offering, THEN LAUNCH!

Your product and/or service must fill a need for "the masses."

Old adage in the food business..."feed the masses (think McDonalds) and you'll live with the classes - feed the classes (upscale dining) and you'll live with the masses." It's the same with any product or service. The broader the need or want for what you have, the more upside potential.

Your product and/or service must be priced fairly

More important than ever these days...with people watching their pennies and the availability to price compare over the Internet you had better have done your homework on what is fair to charge.

Your product and/or service must be different and/or better from other solutions currently available.(Have a unique value proposition...don't have one? Come up with one...otherwise you're just more "white noise" in a busy marketplace)

I cannot stress this one enough. If you're not the first into a particular competitive set you'd have better built the better mousetrap and have done so in such a way as people are going to recognize that it's better. And you'd better have a good one sentence "grabber" that will convey the unique/better nature of your offering!

Your marketing must answer the question as to how your product and/or service, in some way, makes the consumer's life better.

Everything we purchase answers this question. Whether it's the clothes you buy that you believe make you look slimmer, the truck that has enough payload capacity to get your jobs done, the home that's in the right neighborhood/school district, to the church that has the pastor who's message really feeds your soul. Each and every selection/purchase we make we "feel" as though makes our lives better. Customers must readily be able to determine how your product and/or service makes their life better. Only then will they purchase!

Have a strategy for getting the product and/or service and subsequent value proposition in front of the masses. (repeatedly and effectively)

People won't buy it if they don't know it's there...DUH! (no, seriously, there are people out there who don't realize this...I'm not kidding...hard to believe, I know. But they're out there - and we wonder why 80%+ of new businesses fail)

Realize that in marketing the message is more important than placement and frequency. (It's more about what you're saying and if your audience can relate)

I can go out and say iAdvertizing is great, we do, x,y and z for you...blah, blah, blah, but if I say. "iAdvertizing clients make more money..even in this crappy economy!" You get the idea...

Follow through ...Work, work, work! the above items and you're well on your way!



Best Always,
Dave J.

Darn that BONG!

If there's one thing in business that will lose clients faster than anything else, it's lack of communication. Now I run an ad agency...so by the very nature of my business there is an inherent level of Client-Chasing that goes on. However, there are those times when people say, "Dave I love what you do...I believe that it could be of benefit to me and my organization." I had one such instance happen at a recent entrepreneurial meeting. What seemed to be a very professional person said, "I would love for you to come speak to my organization" (a non-profit professional group). I've done this dozens of times before and I agreed as I believed that our service could indeed help them. She followed up with me and said that she'd like to iron out details...cool. Things seemed on track. Now, since that call I've left two messages and ... (cue the crickets). Nothing, nadda, zip, zilch, zero. Now, when it comes to my business, it's alright and I'm not going to chase the speaking engagement as I do have plenty to keep me busy, but for her... in my mind that's now a different story. I now have a suspicious bent as to what type of corporate leader she actually is and by default HOW her operation runs. That may or may not be fair, but let's be honest folks...it's human nature. None of us like to be brushed aside, especially when we feel as though we're doing someone a favor or can help them in some manner. The moral to the story is that prompt attention to everyone who calls (from the inbound sales call to the high-dollar) client is of utmost importance. More so now that ever before...for we truly live in a long-memory world and people are talking and sharing more than ever. Michael Phelps will never be able to deny his bong-hittin' days to his grandchildren because that 'ol Internet thing has a LONGGGGGG memory. Even if you are waiting on some information before getting back to someone...if the end of the day has arrived just punch them up and say "Mary, just wanted to get back to you and let you know I hadn't forgotten about you...just as soon as I hear back from John I'll give you a shout." Now Mary will go home feel like you care and just perhaps tell millions of people through her own connections!

Best Always,
D-

Pay Attention to The Live Bodies

Good Morning-

It's a cool "fall like" morning here in Raleigh, NC and it feels GREAT! I am ready for the cooler weather, football and the baseball playoffs...not to mention all the fun school things my son will be doing!

Let me preface this post by saying that "I hope that it doesn't come off as being too harsh." You see, I took a few moments last evening to reflect on all the things that had either made of cost me money in the numerous businesses I've founded and ultimately sold off over my career. And the number one item was personnel! Now, this all came about (my reflective state) because I've tried to be generous to some less-than-deserving people in today's troubled economy (I believe in that whole good Karma thing). I've offered positions to both sales and support staff only to have them fail to execute. For example...a talented designer had been posting on FB about how he had no job, no prospects for a job, a newborn, and ultimately might have to move because of the job market. Now I really don't need a new video but I contacted him on a Saturday (via e-mail) and told him that I wanted a video, laid out the parameters for the short spot and offered to pay him a nice sum for his efforts. I didn't hear anything back for 96 hours!!! He ultimately responded in 4 words that he would do it, then never followed up with me in any fashion...now, a week later, I finally told him that I've chosen to go in another direction. Hey, you don't want my money...I'll keep it...no problem.

Then, looking back over my career I could see many such people who have come into and out of my life. And in such cases my reaction has been consistent and in most instances much faster than in this one. Poor personnel must be shown alternative options (to staying with your company) quickly...otherwise they will become a drain on your company from not only a payroll perspective, but such individuals will also hurt overall morale and take up valuable space in your own mind.

As a business owner/partner/C-level exec. you have to just deal with each of these issues with speed and finality. Here's the hard part...You cannot care about their family situation, their past work history, their medical conditions, etc. (I know that sounds bad, but it's true). Otherwise you can get bogged down in their poor performance and/or excuses. And if, by chance, you do believe the excuses and do not take action to correct the problem it's going to be bad. Because, when the other members of your executive team or partner(s) begin to question you about this person, and you convey the excuse(s) told to you that may ultimately lead to your being seen as an ineffective leader..and that, my friends, leads to a whole other (and much more costly) can of worms. Obviously, in the current example provided above, there is another dynamic in place that I'm not qualified to address and/or fix.

So for all you entrepreneurs out there please, take this lesson from me and commit it to memory. Pay attention to the "live" bodies that are moving your endeavor down the tracks and leave those others behind - on the platform watching your train roll out of sight.

Best Always,
Dave J.

The "Joke" Theory of Marketing

You know how you'll go to a party...you're standing around a group of people making small talk...really kind of boring, right? Suddenly someone says "I've got a joke," and everyone begins listening. They're intent on hearing something to break up the ho-hum conversations they've been having with the others. The person starts the joke, and you realize, "I've already heard this." And almost immediately, without thought you'll resume the conversation you were having before the person announced that they had a joke. If the joke had been something you hadn't heard before, you'd have been paying attention for the duration.

This is the same thing that happens with marketing messages. If you have something that people have already heard and/or is predictable they'll keep their attention elsewhere. In other words, there can be no interest without mystery. A couple of examples:

People will make time (even those that hate football) to watch the Superbowl just to see something new, funny, and creative. (Budweiser almost always gets my vote for funny creative...kudos to their creative shops)

Another would be the rise (and fall) of Reality TV. Audiences were drawn to it by the millions just by the thought of seeing something "unscripted." Then, when they came to realize that much of it was indeed scripted they began to turn away...essentially, the punchline of the joke was already a "known."

We humans need to be approached in such a way where there is a captivating story line, where there is anticipation, where there is a unique feature of the campaign that mesmerizes us.

So, as you develop your value proposition and delivery methodology don't go telling the same, predictable joke...keep the approach fresh, and keep us wanting more of your message, and subsequently whatever it is you're selling!

Letters to my son...

It may sound old fashioned but I keep a journal...not just any 'ol journal, however, this one is special. It's made up of letters to my son. I began it when he was born and have kept writing until this very day. Sometimes weeks or even a month or two may go by in between letters, but when something noteworthy in my life (or his) comes along I make sure to document it and ensure that it's there for him to learn from and reflect on in later years. I mention this because I do the same thing for our company. When items come up that are of an important nature I have a specific place where I log them for future reference. None of us can be expected to remember everything and if there's one thing that's certain, specific situations and circumstances will arise time after time...why not create a reference source from which you can seek advice and wisdom for such events down the road? Simply put, it doesn't take much time and it cannot ever hurt to have additional sources from which to garner knowledge going forward!

I LOVE technology - A small biz owner's perspective

Now, for those of you who know me (Dave), you know that I'm not a technology hound in any sense of the word. You know that I'm usually busy enough that if something breaks I simply get someone to come fix it. I just never had the aptitude for programming, and/or technology above "remedial." For years I carried a Blackberry, a Palm Treo, etc. without doing much with the functionality beyond calling people and the occasional text message (and that was very occasional) This year, however, I upgraded to a new smart phone and made a commitment to myself (as a small business owner) that I was going to learn how to use it..I mean REALLY use it. It took me about 3 weeks, but finally it happened ... and I couldn't be happier. Now, I've finally come to see the advantages so many people had been espousing (for years)! I can work from mobile locations, I'm more effective on the road, I can communicate in various formats...it's AWESOME. I used to joke that smart phones made me feel dumb...now I feel as though I am truly mastering my work time, and simultaneously finding that I have more time for my family. So, after years of resistance and frustration, this is what it feels like to finally understand the features and benefits of the technology attached to my belt...I Like It!

Who's minding the store?

Through eighteen years of sales and marketing, I've had contact with countless small business owners...or at least with the people who answer the phone.

Today, I conducted an experiment...I made a few phone calls, to get a read on who it is who's answering business calls these days.

I made ten calls, here's what I got:

1 call went directly to a voice recording telling me my subject was out of the office, and would return July 20. That's good information...if today wasn't July 27.

3 calls were answered by people who barely spoke English. OK, I get it, we're a diverse society...I have no problem with that...but if you're doing business in Wisconsin, and the person receiving calls for you does not speak English...you have a major problem.

2 calls ended with me hanging up, because apparently there are no human beings there, only voicemail options. Forget it. If I need more information before I make a purchase...you'd better have an actual person in your building.

1 call went to an answering service. I took that as a good sign, until the person spoke. Please folks, if you're being paid to take business calls...try not to sound 15. "Um, ok, so, Mike should call you back, or you want to call him back, or what?"...just didn't move me in the direction I'm sure Mike would have preferred.

This leaves me with the Lonely Three. Three of my ten calls were handled by well-trained individuals who listened to my needs, asked appropriate questions, and directed me to the person best-suited to serve me.

I understand how small this sample was, but I have a feeling I'd have reached the same conclusion even if I'd made a thousand calls. Many, if not most, small and medium sized businesses are losing sales because the person answering their phone is not up to the task.

Honestly now, hasn't the economic downturn hurt you enough all by itself?

Is there any chance poor phone skills are costing you money?

Now, I've really seen it all...

Now I've seen it all...and trust me, in this instance I'm thankful! I just got off the phone with a former iAdvertizing.com client and during the course of the conversation he said that he had some extra time (he has a business partner so he doesn't shoulder all the load) and asked if we were in need of some additional representation in his city...now, that's cool! I've known this client for some time and he's a consumate businessman...more than that I've grown to trust his judgment. The fact that he would consider working with iAdvertizing in some capacity speaks volumes to me. It's validation (for me) that we're on the right path. I love days like this when I get feedback that I'm otherwise not expecting or searching for. A client that wants to become part of the gang...that's nice!


www.iAdvertizing.com

What Every New Business Needs To Know About Marketing

In being considered a small to medium-sized business specialist we get the question (either from prospective clients or hypothetically) - What is the one thing you would tell any new or small business owner to get them started on the right path? That one's easy!

If we're consulting with you, one of the first things you'll hear is "Your customer only needs/wants to hear one piece of information from you in any advertising/marketing message. The answer to the question: 'What's in it for me?!?' How is your product or service going to make his or her life better."

If you think about it that question is asked and answered with EVERY PURCHASE you make. Whether it's your home purchase (perhaps it's in the right school district, convenient to your work, is in the "right neighborhood, etc.) the clothes you buy (how do they make you feel, how do you look in that color?) or the church you attend (good minister, lots of friends attend, etc.). Literally every purchase you make is done so by evaluating the simple question of "what's in it for me?"

So, I would tell any new business, small business, or established business looking for a fresh coat of paint that they should carefully examine what they are providing to their potential customer base that will enrich their lives in some manner and carefully craft a specific value proposition from there. One that can translate over to business identity, advertising, website presence, etc.

It's not an easy task but one that businesses cannot thrive without.

Benefits of Social Media

Recently we've had a lot of customers asking us about the benefits of "social media" and how that can affect their businesses. Well, I thought we should take just a few moments to throw out some answers that might encourage folks to take a closer look at this growing marketing outlet.

Social media, by definition is simply the transformation of content readers into content publishers, or sites that provide "user generated content." This, in and of itself provides amazing results in terms of like-minded people, businesses, groups, philanthropies, etc. gravitating towards each other in cyberspace - becoming communities, building relationships, and ultimately being "SOCIAL."

Social media is anything that allows the user-generated information flow. These vehicles can take the shape of Internet forums, Message Boards, Wikis, Weblogs, Social Networking websites (Facebook, Twitter, LinkedIn, YouTube, etc.), and Vlogs (video blogs), just to name the most obvious.

To reap the benefits of social networking you must first be able to GIVE. Meaning, that if you go into any social networking endeavor with the mindset that all you're going to do is bombard people with how great you or your product of company is, don't bother. You must be willing to give or bring something of value to the community. You must be willing to exchange information and ideas that others can benefit from. Ultimately, any community you seek to join is not going to even look your way if they sense that all you want to do is take from them...in this respect the Internet is even more critical than the physical world. In the social networking realm, you're totally judged on your content. There are no good looks, fancy clothes, cool cars, or trendy watering holes to be seen at. Your admission to the community and/or acceptance by others is based solely on your perceived intent!

Finally, any social networking campaign that is entered into is not a "load & leave" proposition. It's one that must be continually worked. You must update your blog, keep your website content fresh, participate in discussions relating to your industry or personal interests, be available for advice, and ultimately allot the time needed for people and groups to get to know you and what you stand for. In so doing you will garner friends, colleagues, lead sources, and possibly even increased sales.

When I started my Twitter account I read a great piece (and I wish I'd saved it) in which the author said, when anyone running a company, or who is part of an executive team begins Tweeting, the first inclination is to begin "chest thumping" about his or her company...DON'T!!!
The author then went on to say why and it made all the sense in the world to me. He said (and I paraphrase)...

-Twitter and other social networking sites are designed and are at their best when people who know very little about you or your company can make a human connection to the brand through your tweets and/or postings. It is a chance for people to get to know the people behind the brand and otherwise provides them with a window into the soul of the company. -

This single piece of information got me off on the right foot with Twitter and our other social media networking endeavors...I sincerely hope that something I've conveyed above will help at least one person out there do the same!

Birth of a Startup / Importance of Your Business Plan

You've started a company...with a friend, a co-worker, a spouse or other relative...it really doesn't matter who...it's going to be someone you're close to or have had a working relationship with in the past. This is the first stage of the life cycle. You will have meetings around the kitchen table, at Starbucks, over dinner, and/or spent countless hours on the phone with each other. You will spend weekends together, become close(r) with each other's families and friends. In other words you'll be in each others hip pockets. Then there will come a divergence of ideas...count on it. This may be philosophical, financial, ideological, etc. It may also be brought about by the addition of other people to the corporate mix. Whatever the reason it will be emotional as you've spent so much time as a "team" (to the exclusion of many other things) that you'll be headed into uncertain waters. You may question the partnership, the percieved value of the players, the direction of the company...it can be a really tough time. It's at this moment your business plan HAS TO CARRY YOU. You have to have faith in the groundrules and milestones you set in the beginning. This is the time your endeavor is moving from caterpillar to butterfly all in one move. It's the "make-or-break" for many a young exectuvie team. Trust in each other, the team that has been built, and most importantly don't lose focus of why you started the company in the first place. This is why your business plan is so terribly important!

Fantastic show in FL. TC attended and saved our client from the onslaught of media folks interested in their products after they won "best of show" in the Freshwater Rod category (30+ entrants into this category). Out of that and other recent experiences, something rather remarkable has struck our team. As we watched this "explosion" unfold in Orlando it was apparent that these folks have done it right! Believe me that we've seen enough "GREAT IDEAS" wither on the vine from either poor planning, not enough market/consumer-base research, and/or under capitalization. As a matter of fact there are a number of new clients that are "doing it right" these days. Maybe, just maybe that's one small silver lining in the overall economic downturn we're currently experiencing...new companies are performing more due-diligence in preparing their go-to-market offering...setting up the correct amount of funding...developing dealer/distributor channels, allocating budget for marketing, and otherwise planning for what happens "IF." Perhaps these new entrepreneurs are feeling as though this is their shot at making it, their one shining moment, and therefore aren't going to leave anything to chance. If that's the case, then that is indeed a silver lining and we couldn't be happier