Archive for November 2007

mybloglogIn a rather obvious nod to the great book, Waiting For Your Cat to Bark by the brothers Eisenberg, I would like to suggest that their advice, figuring out what works and doing it better rather than expecting results from something that isn’t natural for people to do, is dead on. But, sometimes you’ve got to have some side bets placed on long shots too.

Here’s what I mean. There are three services that you may or may not have heard of that, on the surface, don’t seem to offer the typical small business owner much in the way of marketing use. And yet, there are elements of each that contain the spark of some very useful DNA. I’m not suggesting that you should throw your energy into every new new thing on the web. You’ll drive yourself crazy do that. I am suggesting that you figure out what works, measure it, improve it and do more of it – all the while keeping some side bets going on up and coming tools that might just be a dog in cat’s clothing.

hubspotThe folks over at HubSpot have created a simple little Website Grader that allows you to get some nice information about the SEO effectiveness, or lack thereof, of your website.

Most of this information could be dug up on your own using a variety of tools, but it’s nice having it in one place with little fuss. Before you rush over and try it out make sure you have the URLs of a couple competitors in mind as it will also show you how you stack up against them.

Just for the record, this free tool is part of a process to engage you in hiring them, and that may be a good thing, but be forewarned.

One of the most effective ways to generate lots of high quality referrals is to develop a network of partners that you are strategically aligned with. Now, let’s look at few words in that last sentence. Develop – this takes work, it’s not something that’s done whenever you think of it. Strategically aligned – these are partners that serve your same ideal customer and that you feel 100% confident that you would send your best customer to by way of referral.

One of the truest ways to receive referrals, of course, is to give them, but don’t simply refer your customers and prospects away, deliver them to one of the trusted resources in your network. In this short video I talk a little about a tool that I’ve used with countless small businesses to help facilitate the building of strong strategic partner networks and, oh yeah, generate hundreds of referral s in the process. I call it the Perfect Introduction in Reverse.

Video: Building strategic partner networks.

So, how do you build your network of trusted resources?

Dilbert BlogScott Adams, you know, the Dilbert creator (maybe you’re like me and don’t really follow his work because you’ve never spent a day in a cubicle) wrote on his blog the other day that he was going to start posting less frequently because he wasn’t seeing the results that he thought he would from his blog.

His stated reasons were basically, and I’m paraphrasing, that he thought some negative comments weren’t worth it and, because people were choosing to read the blog via RSS, he wasn’t making more money because of it.

It’s funny but I think people with his kind of star power, much like big offline publications, never really get into blogging because they are not used to people talking back at them or giving anything away for free. They see it as A) necessary evil or B) simply another way to make money and, in the end, it’s neither.

And if you’re a Dilbert fan perhaps you should be reading Escape from Cubicle Nation for some balance.

I conducted a pair of “in the field” Duct Tape Marketing podcasts this week with two small business experts digging into the current state of small business.

Rieva Lesonsky is the editor of Entrepreneur magazine and past guest on the show and Jim Blasingame is the small business advocate and creator of the web site AskJim.biz

Some folks have hinted that there is a small business recession in the works. My guests suggest ways to stay ahead of it.

Related Story:
Measuring the Economic Confidence of Small Business Owners The Discover Small Business Watch is a monthly index of the economic confidence of the nation’s 22 million businesses with five or fewer employees.

Key Takeaways from the October Discover Small Business Watch:

Economic confidence among small business owners continued to fall in October as many expressed increased pessimism about both the future of their own businesses and the U.S. economy in general. At 96.8, the Watch dropped more than two points from 99.2 in September and has been on a downward trend since July when it was 107.3.

AT&TThis episode of the Duct Tape Marketing podcast is brought to you by att.com/onwardsmallbiz. Resources for the small business owner.

KindlePerhaps you’ve already heard about Amazon’s new ereader device called the Kindle

Given the amount of press, both good and bad, it has received, including about 3,000 words in Newsweek, I suspect maybe you’ve heard something about it.

On the surface it’s a way to store and read books, much like Sony’s Reader launched over a year ago. It uses a patented E-Ink technology that makes reading on the screen seem much like reading a book. Much of the talk about this product centers on the long running debate about whether people will ever give up books or magazines in favor of electronic devices.

I think that debate will rage for years, but the point that I haven’t hear enough discussion on is whether this type of device will actually impact the way books are created, much like blogs changed the way web sites were created.

The major difference between the Kindle and every other device that allows you to read books is that the Kindle is connected wirelessly to the web on a network that’s independent of hot spots.

Now, let’s say you overhear some folks discussing a book during your commute home. A few clicks later the book is on your Kindle, for around $10 bucks, and you’re reading as you’re riding the train. That should do well with our “instant gratification isn’t fast enough” culture.

Here’s where I think it gets interesting. For a small fee, a Kindle user can now go online and read daily newspapers, blogs and magazines. Much of this content is available already, some for free, but a Kindle user can take it all with them and read, much like the printed versions, asynchronously. (Yes, you can get the Duct Tape Marketing Blog Kindle edition)

But, here’s where I think it really get interesting. I believe we may see a shift in the way books are actually created, particularly non-fiction books. If I, as a marketing coach, wanted to add updates and lessons to a book about marketing, I could easily do this through an electronic device that’s always on. Authors could very easily enter into public conversations about their work and how to apply it much like we do now with our blogs and the readers of those blogs.

Think about the value that could be added to a book. In fact, if publishers don’t think about this as the next frontier of how books will stand out and be measured, look out. Eventually, right or wrong, everything ever written will be available like this, the secret will be finding ways to enhance the experience with interaction and with conversations that are open, transparent and relevant. (Sound familiar?)

RosyI’m not really sure why the term Black Friday caught on in the retail world, but I do know that it’s an important day for retailers to gauge what the holiday, and to some degree year, is going be like.

For years I’ve marked the weekend following Thanksgiving with my own holiday I call Rosy Monday. Rosy Monday is the day that I typically take a good long look at what I’ve accomplished for the year, relative to my goals, and a first pass at my vision for the next three to five years. It’s my forecasting day.

Whether you choose to pick this same day or not, I believe it’s absolutely crucial for small business owners to step back at least one day out of the year and, with total focus, chart their course, correct their course, or create a much grander course with a true rosy sense of “what’s possible.” In big companies they call this strategic planning, but I’m talking about doing something that will energize you and your staff – call it what you like, just do it.

My feeling is that if you never access some quiet time and lock yourself away for a day with this kind of focus you will always be slave to the whims of the squeaky wheel. Every small business I’ve ever come across has lots of maddening, noisy wheels.

Shut out all of the noise for just one day, give yourself that gift, and come out swinging with a crystal clear picture of where your business is headed, what action steps are required and what’s got to change in order to make the picture real.

So, what’s your version of the Rosy Monday?

I’m headed down I-35 somewhere south of Oklahoma City fully wireless and blogging – don’t worry I’m not driving.

But here’s the thought I wanted to share. Two of my daughters are sitting in the back seat plugged into a movie – TranFormers (they’re really too old for that, but that’s another story.) The point is that they both have headsets on and occasionally they erupt into various forms of giggles at something that happened in the movie. It’s kind of sweet to hear these spontaneous giggles, but the odd thing is that they giggle at different times. In other words, what they think is funny is different for them.

I wonder how many people visit our web sites, read our sales copy and listen to our pitches and, effectively, laugh at different parts, and maybe not the parts we thought they would laugh or not at.

Test, test, test everything. It’s a amazing how different the same web page can appear to different people. Know what you want people to do when you make a point, create a web page, write a sales letter and then get some people together to see if they get it. You are probably too close to know what the funny parts are anymore.

By the way, some of the roadkill out here in North Texas looks pretty good for T-day.