Archive for November 2006

Open from AMEX sponsors this blog in part and gives me the opportunity to attend their very popular Open Forum events, which I did a week or so ago. (You can check out the archived webinar if you like.)

I had the chance to interview Mario Batali, one of New York City’s hottest restaurant owners and Liz Lange, maternity apparel designer for the stars. New York City treats restauranteurs and fashion moguls like rock stars so I loved their down to earth answers to these questions.

Me: As your business expands how do you continue to find good people?
Mario Batali: Give them a piece of the action. You can’t hang on to everything, let good people run things.

Me: You started all by yourself, how do you deal with your new found growth?
Liz Lange: At first I was nervous about letting go, now I love it. I get to do all of the fun stuff.

Two points of view I’ve found that more small business owners could adopt. Letting go may be the hardest thing a small business owner has to deal with as the business grows – but it’s the only way it’s going to happen.

MasterCard’s Head of Global Small Business, Bruno Perreault dropped by the Duct Tape Marketing Podcast to talk about small business and credit.

Credit is a necessary tool for many small businesses and it’s important to understand how to find it, access it, and use it wisely. (MasterCard offer more small business products than I knew existed.)

The small business section of their web site features a growing collection of business building articles such as this one on Managing Your Overhead.

We also covered fraud protection, merchant accounts, record keeping and the recently completed “Build Your Business” sweepstakes.

Snap.com, a fairly new and interesting looking search engine, is offering web site and blog owners a handy little device. (Thanks to John Battelle at Searchblog for pointing this out.)

The tool is called Snap Preview Anywhere and allows a surfer to hover over any link that has been enabled by this service and see a very nice visual window of what the page they might choose to surf to looks like.

Here’s a page I am building to promote my book that is due out in about 6 weeks. Duct Tape Marketing – The World’s Most Practical Small Business Marketing Guide. (Hover over the link and you can get a quick view of the page.)

Adding this feature to your web site is simple and free – just add a line of javascript code provided by snap when you complete the sign-up process. Tools like this won’t make or break your blog, but I think they add to the overall experience.

Many companies define there target market and then go about creating marketing material and sales processes aimed at demonstrating just why they have the answer to this market’s prayers.

The problem in some markets though is that the person being sold isn’t the person who actually makes the decision to buy.

For example, a home remodeler may have a perfectly constructed argument to convince hubby to buy, but the reality is, if momma isn’t convinced, the deal won’t move forward.

In many doctor’s offices, equipment and software is marketed to the doctor, but if the administrator or receptionist doesn’t see how it will make their life better, the doctor may never know it exists.

Many product and service providers need to understand every person in the buying and decision making chain for their target market and create and communicate the appropriate benefits to each. If your product is put out to the end user through a distribution channel, then the end user must understand and desire what you have, but the distributor must also understand and desire what you have, from their point of view.

This certainly calls for understanding all of the buying dynamics in your markets and it may in fact require separate web sites and marketing materials personalized for all who must understand your “what’s in it for me.”

I don’t often wander into personal territory on this blog, but today I do. (How’s that for a warning.)

A few of my favorite things.

  • Giggles – the kind that only children and grandpas can produce
  • Books – Bird by Bird: Anne Lamott – just go buy a copy
  • ESP – I love that my college sweetheart (and wife of 23 years) can read my mind. It makes communicating so much easier!
  • Music – Moondance: Van Morrison – just put it on
  • Today – I really can’t wait to get up in the morning – how did that happen?
  • My Mom – signing hymns while hanging out the wash – I miss you mom!
  • Pony Tails – my four daughters have taught me the value of a well placed pony tail
  • Short Ends – Gates and Oklahoma Joes – is BBQ a food or a feeling?
  • 3rd Base Coaches – if you ever think baseball is boring, just watch a 3rd base coach roll through signs to a hitter
  • Libraries – there’s nothing like the smell of thousands of old, well-read books
  • Meatloaf – never place your complete trust in someone who can’t cook a mean one
  • Moleskin – those little unruled notebooks favored by artists and writers alike
  • Tulamore Dew – cheap and infinitely drinkable Irish Whiskey.
  • Rain – we all need a little cleansing from time to time
  • B & G – yes, I’m talking about Biscuits and Gravy from the kind of place that lists gravy as a beverage
  • Manners – I often forget mine, then a teenager blows me away with theirs
  • Smiles – the kind you can hear
  • Guild Guitars – D35, bright and bold and all trebley
  • Labrador Retrievers – the world’s happiest dog

Thanks for taking the time to read this silly little blog of mine!

The local independent bookstore is one retail channel severely impacted by the rise in chains and online book shopping. A book of the same title is the same book, right? Price then, is the measurement. Here’s a nice piece from Slate.com titled: The Death of the Independent Bookstore.

Okay, so why are some independent bookstores doing just fine thank you?

Bookstores and, for that matter, any local business that understands they can’t compete with the chains, but that they have something much more valuable, can build a business that is not price sensitive because it’s value sensitive.

Thriving Indies of all ilks understand that community, belonging, knowledge, experience, transformation and service are what they sell. Any local business that finds that, packages that, and serves that up fresh and hot, can compete with the chains by not really viewing the chains as competition.

One long time legendary California bookstore, Kepler’s closed their doors due to competition but found that they enjoyed so much community support patrons were willing to pay a membership fee or sorts to make sure the doors stayed open. Their Literary Circle membership program reportedly generates several hundred thousand dollars in additional revenue.

One of the primary benefits of joining at any level, from $20-$2,500 annually, is: “The knowledge that you are enriching our community by supporting Kepler’s, your local, independent bookstore.”

People will pay to belong to something that provides a better experience. That reminds me a of great book by Joseph Pine II and James Gilmore titled: The Experience Economy.You can find it at your local independent bookseller by visiting BookSense.com, a service that provides online book searching and independent bookstore matching.

Rainy Day Books, located in a Kansas City suburb, hosts wildly successful author events. The price of admission is a copy of the book, sold at full retail instead of 40% off. Can you say standing room only?

So, what about the local hardware store, variety store, gift store, bakery, shoe store and restaurant. What do you really sell?

Be easy to do business with. That’s a mantra every small business marketer should adopt.

One of the way you accomplish this is to provide your prospects with many different ways to contact you and buy. Some people are more comfortable with the phone, others with email. Make sure that offer all.

Google and Windows Live recently implemented a technology in their Local Listings that allows a surfer to visit a listing and click on a “call now” link to initiate a phone call to the business. It’s not earthshattering, but it does offer another way to engage.

Any small business owner who has a website can add this function as well. A fairly new click to connect option from Jaduka allows small business owners easily set-up and implement a click to call function.

Adding this to a website will likely prompt more users to pick up the phone and call, even if you list your phone number on the page anyway. You can also send your click to call button in an email and promote phone conversations. Users click on your click to call icon and a small window pops up prompting them to input their phone number. Once they hit send the call is initiated.

For many businesses and prospects the phone is still the most comfortable and most effective form of contact. Anything you can do to promote more phone conversations is probably a good thing.

Sometimes with all this digital reading you long for the feel of a print publication. (Particularly on long airline flights)

I have been offering free magazine subscriptions on my site to readers for some time now but I thought it was worth a mention again.

You can go to the Magazine Section and pick from a list of great reads such as B2B Magazine, Target Marketing, CFO.

There are also lots of free white papers and webinars available.