I had a heart scan the other day – mainly because I’m old and my spouse is convincing in the most loving way.

a4gpa via Flickr CC

More often than not the heart is the subject of poems and songs about romance and love but in addition to being a physical masterpiece I believe it is a formidable business tool.

The idea of love as it relates to business is a tricky one. People talk about loving or not loving a business or the products and services of a particular business, but rarely is love looked at as a strategic way to run a business or lead a team.

The heart is seen as weak and squishy and emotions like love have no place in cold hard world of commerce.

But, here’s what I think. It takes incredible courage and strength to lead with your heart, but it’s actually the most natural and freeing way to do so. The heart isn’t all sappy and bending at all, it’s a ridiculously appropriate and intuitive decision-making tool.

May I suggest that you lead with your heart.

Heeding the mind body connection that comes with following your heart is how you fill your business with passion and purpose. It’s how you make the decisions in every instant that are right for you and most likely right for others involved.

Try this – get up and walk across the room and focus on leading with your heart – literally taking steps with the mind to push your heart out in front with every step. As physical as this action seems you’ll find that it also creates an immediate emotional sense of confidence and well-being.

Running coaches and yoga instructors alike frequently urge their students to lead with their heart as they perfect their form and move gracefully from pose to pose.

When it comes to building your business, tapping your passion, brining a sense of higher purpose to your work, making decisions that determine the outcome of a situation that impacts your life and the lives of others – lead with your heart.

Your heart – or at least that sensations that you receive as you ponder a decision – will instantly tell you the right choice to make, if you only pay attention.

But let me warn you, lest you think this is simple pop nonsense – making a decision out of love is much more difficult than making one out of fear.

Have you ever made a decision or taken an action in the heat of the moment, maybe in a moment of doubt or fear, only to regret it or overturn it when you regained some sense of calm and you thought more about it? That was your heart regaining the wheel.

Have you ever experienced that “something about this doesn’t feel right” kind of moment and then learned later that you’re instincts were dead on? That was you listening to your heart.

The heart is good for business because it cherishes

• Love over hate
• Faith over doubt
• Hope over despair
• Light over darkness
• Joy over sadness
• Passion over indifference

Leading with the heart is good for business because it prefers

• Giving over receiving
• Lifting up over tearing down
• Teaching over dictating
• Abundance over scarcity
• Understanding over telling

People frequently advise that you must find something you are passionate about in order to succeed and, while I believe there is merit in that advice, I further believe you can fall in love with whatever you do if you choose to lead with the heart.

The opportunity to lead with your heart is the absolute best part about doing what you love.

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr or from my own travels.

First run of the day Telluride

Good stuff I found this week:

Quipol – Easily create and embed social polls that are very easy to use and very good looking

Transcribe – free online tool that makes it much easier to transcribe an audio – type and listen in the same place and keyboard shortcuts let you slow the audio down and skip around.

SocialBro – Great piece of software that allows you analyze and manage your Twitter following, including the best times to Tweet when your following are on Twitter.

Marketing podcast with Laura Fitton (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

A number of years ago Hubspot created something called the Website Grader, a tool that graded a number of important aspects about a website and concocted a score or grade based on those factors.

Although no tool can really accurately measure the effectiveness of a website, the tool had a nice marketing bent to it and was a pretty simple way to help someone understand the most important elements of their site.

About a month ago Hubspot upped the game and came out with what they are calling Marketing Grader. The tool still focuses on your website, but it also considers a number of offsite considerations that have a great deal to do with success on the web these days.

Things like Facebook, Klout and Twitter use are considered and the overall integration of social in general. Again, no tool will ever be perfect, but I highly recommend running your site through this tool.

The report it produces breaks your grade into three topics – top of the funnel – what you’re to attract visitors, middle – what you’re doing to convert that traffic, and analytics – what you’re doing to measure the effectiveness of your marketing.

In addition to simply grading your site, you’ll be offered action items for things that need attention and every element measured comes with a handy tip that talks about best practices for the item. Simply going through and reading those tips would be beneficial for many people.

For this week’s episode of the Duct Tape Marketing Podcast I visit with Hubspot’s Inbound Markeitng Evangelist Laura Fitton. Fitton, who some may know as @Pistachio, does a great job in this interview explaining the ins and out of the Marketing Grader.

Yesterday’s post about using a tool called Buffer to schedule Tweets throughout the day had some folks cheering and some folks suggesting that scheduled Tweets ruined the conversation on Twitter and were kind of bot like.

What’s your thinking on this. Take the quick poll and leave your two cents in the comments if you like.

Image: born1945 via FlickrCC

One of the services I believe marketers should provide their followers and community members these days is that of filtering and aggregating good, relevant content.

I subscribe to over 100 blogs and I hear over and over again how much some of the folks that choose to follow me on Twitter and Facebook appreciate that I share what I think some of the best reads from each day.

I share other things in those platforms as well, but I generally find 8-10 blog posts daily that I think people will appreciate.

The problem is that when I scan through my RSS Reader, something I do before most of my readers have had breakfast, I don’t want to Tweet all 8-10 at one time because it kind of overwhelms a handful of people and leaves little for those that get on social networks at other times of the day.

To solve this problem I started using a free app called Buffer and not only am I hooked, I’ve seen its use by many other publishers skyrocket of late as well. (The free version only allows you to have 10 updates in the buffer and is limited to one user.)

Why I use it

The Buffer app is a tool that allows me to easily bookmark and schedule Tweets or Facebook updates from any browser or mobile device. This way I can effectively spread my Tweets out over the course of a day, whether I find something in my morning reading or as I surf around throughout the day.

The times that Buffer posts the updates are preset by me so I simply fill up the Buffer and it does the rest. You can hit the post now option to immediately post and you have total control over when it posts. I have a pretty good feel for the best times to post for my readership but you might want to use a tool like SocialBro to gather some research into the best times for you.

Buffer also produces statistics so you can see how many people clicked on links you shared, the estimated reach and the number of Retweets.

There are some other tools that can accomplish much of what Buffer does, for example TweetDeck allows scheduled Tweets, but Buffer just works much better with the way I work and makes it much easier for me to be more active in sharing.

How I use it

While there is an iPhone app for Buffer the way I choose to use it is a little different than some I suspect.

I do most of my feed reading using the Reeder app on my iPhone. (Note this is different than Google Reader) The reason I love this app is that it allows me tap into my Google Reader account and have all my feeds that I organize there. (You can install Buffer as an option in Google Reader too)

The real feature I love though is that it gives me a handful of options for sharing and handling the posts right from the within the app. I can bookmark and tag it to Delicious or Pinboard, add to Facebook or Twitter, paste to Evernote, copy the link or email the title and link.

To use this app with Buffer I use the fact that Buffer gives every account holder a unique email address that will post items to the their Buffer account. So, as I read my posts I simply hit the “mail link” function in Reeder and it sends the title and link to Buffer. Anything that I put in the subject of the email will be posted as the body of the Tweet.

Buffer then puts all my emailed updates in the queue based on the times I’ve picked and viola – nice bit of posting scheduled throughout the day. Buffer also allows me to connect my branded linked shortener that set up with bit.ly so my Buffered links are shown as ducttape.me – a nice bonus in the scheme of things.

Look around and you’ll see a number of blogs adding the Buffer button to their posts to make it even easier for people who use this tool to share.

You should also grab the Buffer extension for your browser of choice or drag the Buffer bookmarket to your toolbar so that you can add items to Buffer as you surf throughout the day. I use the extension for Firefox and it puts a little Buffer icon at the bottom of the page and gives my one click posting to Buffer.

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr.

Image igorschwarzmann via Flickr CC

Good stuff I found this week:
Agendize – Suite of online conversion tools that allows you to add click to call, chat, schedule appointment, live reviews and more.

Get Smart Content – application allows you to set rules such as – visited our website four times or from California and show different content based on visitors.

InboxQ – ask this service a question and it will quickly show you the best people on Twitter to answer it. You can also show off your knowledge by answering questions.

One of the real underutilized opportunities these days is to use your online presence to drive local offline sales.

In order to do this you must think beyond the content aspects of your website and start to think about ways to tap local buying behavior and enable local buying tools.

The heart and soul of this kind of thinking is the tried and true call to action. Marketers have been using the simple act now, buy now, call now language to get prospects to take all manner of action since the dawn of advertising.

As Internet use has become the primary way that even local shoppers find information and make buying decisions, it’s become essential for local businesses to integrate local calls to action into their websites.

It’s easy to think this is something that only restaurants and salons can take advantage of, but with mobile and search use so high almost any type of business, even professional services, can benefit from this idea.

Example calls to action

Free pass

Let’s say you have a membership type of offer like a gym. Put a “get a free pass” button and form on your site so that you can put a free trial offer in their hands before they come to your door.

A financial planner could use this same approach for a upcoming seminar on investment advice. Or you could allow customers to grab a “bring a friend” pass for an early bird sale.

The easiest way to handle this would be a button that linked to a print friendly web page, but you could also use a form so you could capture a little info and send the pass to their mobile device.

Coupons

People love coupons and coupons certainly drive sales. This is an approach you can update and rotate with all kinds of new products, sales and sample offers.

A restaurant could place a coupon for a free appetizer on Tuesday night, but an insurance sales person could also place a coupon for a free iTunes card with every rate quote.

You can create your own trackable coupons through services such as Coupontank and don’t forget to use the coupon feature on your Google Places page as well as locally focused networks such as Local.com and Craigslist.

Click to call or chat

Many times people that come to your website either don’t immediately find what they are looking for or wonder whether you have that cute little dress on your homepage in their size.

By adding services like LivePerson, BoldChat or Olark you can make it very easy for people to call or chat with your business and get that one piece of information they needed so that they jump in the car and come into your business.

Schedule now

Businesses that run primarily by appointment must start making it easier for today’s mobile enabled customers to book a time on the fly. This means adding appointment booking functionality to your website so that prospects can schedule when it’s convenient for them and see that you have that perfect spot open in two hours when they are free.

There are a number of click to schedule tools like ClickBook, GenBook  and Schedulicity.  Or use the tool set from a service like Agendize that allows you to add call, chat and schedule options all from one tool.

Driving call to action

In addition to you creating compelling offers and tools you’ll want to promote the fact that you have openings, coupons and special.

Pay per click – Using locally focused Google AdWords in conjunction with your call to action is a tremendous way to get terrific offline bang for your online spend.

Social – Facebook has a very robust local targeting mechanism that offline businesses have been using along with strong offers to act. You can also use tools like the Wildfire app to create calls to action right on your Facebook page.

Don’t forget to Tweet your Tuesday offer and drive customers to your site to get their coupon.

One of the most fulfilling moments in my consulting work comes when a client finally flashes a hint of realization that they do indeed have an affliction.

And that affliction is – that they desperately need to be exactly like everyone else in their industry only older, bigger, and more results oriented, cost effective and partner centric.

The treatment for this is not pretty, but it usually starts by showing them a series of test results like the ones listed below that include comparison results from other patients with the same disease.

After the denial phase fads some are ready to move on to a treatment that involves the radical process of asking their clients what they do that is actually worthy of turning into a core message of differentiation.

Friends don’t let friends die a slow boring death of sameness.

This has been a public service announcement brought to you by your friends at the Duct Tape Council.