Friday, January 25, 2008

30 Seconds To More Business!

In just an hour, I'll be speaking to a group of about 30 businesspeople here in Mooresville. What a thrill to have been asked to speak with them!

Today's topic: "30 Second Speeches"

If you've ever been to a business luncheon, an "after hours" event or a referral group (like BNI for example), you know how these work. The idea is that you have 30 seconds to introduce yourself, tell what you do and why someone should choose you over your competition.

Whoa, that's a lot!

But it can be done.

I have a worksheet that I use with my clients to help them determine the things to say in that speech. From there, it's simple practice to get comfortable with it and say it naturally.

Who knew 30 seconds could have such an impact in life?

Monday, January 21, 2008

It's WHAT You Say, AND, HOW You Write It!

I came across a great piece today that I want to share with you. Whether in your emails or brochures or anyplace you may have to use a printed word; be cautious of the fonts you use.

They're not all perfect!

Check out "America's Most Fonted: The 7 Worst Fonts!"

People DO judge you, not just on what you say, but by how you say it.

Friday, January 11, 2008

The Power of "No"

I talk about strategy as the key to great marketing. You must have a concrete goal, then work towards it.

However, there is something else you can do to make your business more viable...

Ready for this?

Learn to say "No."

As a business owner, you're constantly bombarded with offers. Advertising reps. Kids selling yearbook space. Local guys who want you to sponsor their racecar. The fella selling pens with your street address on them.

ALL of that stuff has its place. However, its up to you to determine when and where. Which means there are times when you must say "No."

Its hard to do that. Kicking a Girl Scout out of your building weighs heavily on my childhood Catholic Guilt. I'm not very good at it myself, but it has to be done IF the offer doesn't fit your strategy.

The Power of No. Sometimes that one small word is the way you SaySomethingImportant.

"They" Prove My Point For Me! (and my eyes are rolling!)

Yesterday, I talked about credibility in your advertising. Face it, we're not swayed by the same advertising claims that our parents & grandparents, as marketers, its our job to find new ways to influence customers.

You won't pull it off by bull$#!tting us.

On the radio this morning is another screaming car dealership ad (I know, I'm risking never having another car dealer as a client)... "And EVERYONE'S credit is APPRECIATED. Bad credit, APPRECIATED. No credit, APPRECIATED. EVERYONE's credit is APPRECIATED at XXX Dealership."


This is why no one believes "advertising" anymore. They "appreciate" my credit? Jackasses.

Okay, I'm off my soapbox...let's talk about something that really WILL help your business (other than an example of how not to advertise your business).

Yesterday I mentioned I'll give you a strategy to get more out of your ad budget.

Tell you what I'll do...I'll post another blog for that because its such a departure from this morning's rant. ;)

Thursday, January 10, 2008


I was listening to a marketing podcast today and the guest was a woman who says the most common mistake small businesses make when building their brand is to do it through their advertising. Her claim is that advertising has no credibility.

I agree...sort of.

Screamin' car dealer ads offering "Two Cars For The Price Of ONE!" have no credibility. But, I'd argue that advertising IS a place to build your brand. The trick is to use "advertising" as your Public Relations medium. Whether print, broadcast, web...however you "advertise", you MUST use it as an opportunity to (and this sounds self serving!) Say Something IMPORTANT. And that's the trick. She's right; most advertising has no credibility because its consistently full of junk... can do it differently. And succeed. And build YOUR brand. Which grows your business.

Let's talk about how!

PS: watch for the next blog...I'll give you a quick & easy way to get more mileage out of your marketing money!
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