With statistics like those from eMarketer it’s hard to imagine that many web sites are still being developed using freeware or very basic programming structures and are not CSS compliant or smart phone friendly.  If your site does more than provide .pdf files of your brochures and driving directions, you’ve got your hands full to develop retail shopping experiences that can fit into the 3” x 2” screen of a handheld device. 

We’ve been busy moving some of our clients over to new web designs and mobile programming and have learned some valuable lessons in the process. 

Put on your visitor’s hat.

Mobile programming requires you to think like a visitor and not just a marketer. That means that you need to visit other retail web sites on your mobile device and attempt to navigate their sites.  If you’re feeling fancy-free, go ahead and make a purchase.  What were some smooth features of the web sites you used? What seemed to take an excessive amount of bandwidth to process? Was the site easily legible on your screen or did you need to squint or constantly explode the view in order to sufficiently navigate?

Watch for varying screen sizes.

The site should contain key areas of your site that are most frequently visited by your target market.  How do you know what those areas are?  If you haven’t already checked your web trend data, now is a great time to load some free web tracking software like Webtrends. Armed with web statistical data and a keen eye for what your consumers want, you need to also realize that mobile customers are mission-driven.  They are not the late night or weekend visitors who are on the prowl for massive amounts of information rather, they are looking for highly specific, narrow fields of critical information.  Often this will include hours of operation, the ability to make or cancel an appointment, driving directions, or quickly order a ticket or item on the fly. That means that you’ll need to rethink your navigation for the most critical interaction points and use that as the foundation for your mobile programming.  

Now that you know what information you customers are looking for, place them in order of importance on the site starting with the top of the page. The mobile site should be a stripped-down version of your full site, so pare it down and provide the most critical info first.  Maximum page size for mobile devices is only 20 kilobytes.  Make your design fit into that number. When programming the site make sure your designer avoids the use of tables in your main layout design as they will not look right on mobile phones. 

Remember that your consumers are paying high bandwidth fees to access your site – make it worth their money to visit and to return. The mobile site needs to load quickly – 4-5 seconds versus the near 40 seconds of a full web site.  Not only should you respect the cost to your customer, but bear in mind that cellular networks typically run slower than broadband networks, so you’ll want your site to load quickly. Which leads us to our next question.

Would you like standard or mobile?

Give users the option of visiting the standard web site.  Depending on the type of device your user has (e.g. smart phones versus a traditional cell phone with web access), you’ll want to provide the standard and the mobile web option. Again, depending on bandwidth, the option for mobile-friendly web can mean faster loading times, easier navigation, and less links to click through.

Optimize the mobile theme differently than the standard site.  A separate theme can take into account how your mobile users will view the site.  By creating a separate theme, the experience can be further customized for ease of use and simplicity while still providing the key areas that are of the most interest.  You can also design separate themes for specific marketing opportunities, contests or events. 

Scroll one way, please.

Try to limit scrolling to one direction in order to avoid touch screen overload where the site whirs around in different directions.  Not only is this confusing, but it’s incredibly frustrating to the viewer. 

Content is king.

Remember that the user came to your site for a very specific reason, so try to accommodate them with content that will answer their questions, direct them quickly to what they’re looking for, and simplifies their experience.  However, don’t sacrifice clean navigation or entirely alter the navigation between the original web site and the mobile site so they are unrecognizable from one another.

Redirect them properly.

Test and retest those links to be sure that any redirects between the mobile version and the regular web site work properly.  Don’t just send them to the web home page where they will have to begin their search all over again. 

There are also paid apps out there such as MoFuse and Mobify.  With a GUI interface, these online apps can guide you quickly through the mobile programming process and help you, for a monthly fee, to manage your mobile applications.  

If you’re still not convinced why your business needs a mobile presence separate from your web site, take a look at Search Engine Land’s Top 10 reasons Your Website Should Go Mobile.

Without Good Public & Media Relations Your Business May Be Lost.

Recently, I was invited by a colleague to participate in a radio interview (listen to the full interview here)  targeted to small business owners.  The topic of the interview was public relations for small business and how they can harness the power of PR in their business’ marketing strategy.  A great topic with so much fodder! 

It’s been a while since we’ve discussed public relations and with all of the rapid changes in social media, PR has taken on a new level of communication, often in 140-characters or less via tools like Twitter.  But all of these tools can seem overwhelming to a business owner who is managing multiple roles every day in her business.  Finding a way to work smart and take advantage the access and cost-effectiveness of public relations can boost your overall marketing efforts and take your business to the next level.

What is public relations anyway?

Depending on your background, point of view, or even your own intention, public relations can mean many different things.  If you’re looking for the stuffy definition, the Public Relations Society of America offers this:

“Public relations helps an organization and its publics adapt mutually to each other.” – PRSA web site.

That’s a lovely definition, but it seems a more like a biological experiment than the actual act of communicating with people.  Do we really need to ‘adapt’ to one another or do we need to spend a little more time understanding each other?  A fellow public relations colleague, Sarah Evans, has a more contemporary interpretation on her blog that resonates with me.

“Public relations is an ongoing conversation, which builds sustainable relationships between an entity and is public resulting in change, action or influence.” – PR Sarah Evans.com

I like this definition because not only is Sarah hitting the mark with the phrase ‘ongoing conversation’ she’s also including some action verbs including change, action and influence.  These verbs are truly at the heart of the public relations mission.  As publicists, it is our job to motivate different publics, whether they be a company’s employees, business partners/vendors, consumers, investors, or the media, to not only talk about their product or service, but to also become active participants in an ‘ongoing conversation’ with that organization.  How often do we small business owners think we know what’s best for our consumers without ever asking them? This simple act of listening can change the face of your business forever. 

Twenty years ago it was extremely difficult to maintain one-to-one marketing efforts because the technology didn’t exist to cost-effectively maintain an in-depth relationship with every customer.  Today, with the advent of social media, it is now possible to reach across the globe and have highly personal interactions with consumers in real time.  Because the world has become that much smaller, the amount of time for an unhappy consumer to influence hundreds if not thousands or even tens of thousands in his or her contact sphere has also been reduced to just minutes.  If companies don’t make public relations a priority not only for customer service, but for branding, crisis management and strategic marketing communications, they will be left trailing behind their competition in short time.

Not just press releases any more

In the past, painstakingly writing a press release and distributing it to media contacts was common place.  The media and your publics expect more than just old school PR in today’s world.  To gain visibility and the attention of the media, it’s important to do your homework.  Learn the publications you want to target. Study the tone and each reporter’s style.  By tone, I’m referring to the slant or position taken by the publication’s editorial team.  Do its writers tend to favor entrepreneurs or Fortune 500 businesses?  Is it staunchly conservative or more liberal in its coverage and opinions? 

Avoid blanketing the media with your news release without taking the time to follow the most important part of Sarah’s definition, “ongoing conversation.”  As a business owner you can certainly pick up the phone and call your local publication’s business beat reporter and talk to them.  That’s right, open those lines of communication and actually start a conversation.  If it’s a new beat reporter, don’t be afraid to invite them into your business, give them a tour, and provide background information about what you do and why it’s important.  Laying this type of groundwork in the relationship opens the door for future coverage and a deeper understanding of your business. 

Beyond the press release, today’s pr includes many other tools.  Most notably is the newest entrant, social media.  I’ve written extensively on social media’s benefits for small business, but when it comes to public and community relations, it’s worth a look. To begin, I’d recommend adding a blog to your web site.  A blog is, in its simplest form, a brief posting (200 to 400 words each) and dialog with followers on topics that pertain to your business or organization.  Free services include WordPress, BlogSpot, and Blogger.  Once you’ve mastered the free service, you may wish to move to a hosted version where you can alter the themes, add video and other features.  You’ll know you’ve made progress in your blog when reader’s comments generate increased readership and readers begin signing up for RSS feeds of your blog.

To promote your blog, sign up for a free Twitter account and download a user interface such as Tweetdeck.  Post the blog, post a tweet with a good teaser headline.  Read other people’s blogs.  If you like it, retweet the URL.  It’s the nice thing to do.

What should companies be doing as part of a public relations strategy?

Think about HOW you talk to your publics (employees, consumers, business partners/vendors, the media.  Now consider the messaging for each of those audiences because the message changes depending on whom you are addressing (different audiences = different interests).  Remember to educate your employees about your organizational messages.  Employees are the biggest advocates for your business.  Teach them your mission, vision and values and they will be happy to embrace the message to customers, friends and family. 

One of the most overlooked sections of public relations is crisis planning.  Does your business have a crisis communication plan? You should. Let’s take a quick look back at the last 12 months in just the U.S. and you’ll see paralyzing ice storms in the Northeast, forest fires in the West, flooding in the South and a mass shooting on a military base in Texas.  Whether the crisis is natural disaster or man-made, your business must still have a plan for how you will communicate with your employees and the outside world.  Grab a white board and brainstorm with your staff the possible crises that could occur.  Now map out how you would handle each situation.  Who are the key contacts?  Who has the employee contact lists?  Is there a spokesperson and a public relations expert that can handle questions from the media.  Once you’ve written the plan, don’t just put it in a drawer.  Distribute it to all employees so they know that there is a plan and what they can expect should something happen. 

PR Do’s & Don’ts

1. Remember that when working with the media that they are NOT your enemy.  The more open and transparent you and your business can be with the media, the better off you’ll be. 
2. Offer research assistance.  You want the media to turn to your business when they have questions about a story.  Provide industry data, background on your business, and become a trusted resource. 
3. Don’t blanket the media with general press releases that they don’t care about.  Nothing is more frustrating to me as a journalist than to receive bogus pitches that are so off topic from my usual beats.  I write about small business, accounting, finance, and marketing/pr.  When I receive pitches for parenting books, I get a little frustrated.  Do your homework and know the journalist you’re sending a pitch to.
4. There’s a whole list of PR words and phrases that are so overused that we practitioners actually laugh and post them online.  Things like extraordinary, unique, world class, excited – I can’t tell you how many business leaders are ‘excited’ about their new product launch or recent charitable donation – don’t relay feelings – report what’s news at your business.
5. Tell newsworthy stories – once you’ve written a draft, ask yourself, “Is this newsworthy?” “Would I WANT to read about this story in the paper or see it on TV?”  If your answer is no, then you know you need to go back to the drawing board.
6. Create a media kit that includes key information for the media – press release, company backgrounder, access to your logo in .jpg and .eps formats, any relevant industry data
7. Make a calendar of monthly events, news opportunities, photo ops and even national ‘days’ that can be used to tell your business’ story.

There’s much to be gained by integrating public and community relations into your business’ marketing communications strategy.  Start  off right by making plans to include some of the new technologies with some of the tried and true tactics and your business will see the benefits.  If you don’t think you have the time to manage PR yourself, call a public relations specialist and outsource some of the workload.

We we be riding the Buy Local Wave to rebuild our communities?

There’s a little good news on the horizon for retail small business owners.  Holiday sales were up for independent business owners, says the 2010 Independent Business Survey, a national survey of over 1,800 independent businesses by the Institute for Local Self-Reliance.  Up an average of 2.2%, the survey reflects a buying trend on the part of consumers who purposely sought out local retailers for their holiday shopping.  The results of this survey contrast with the Commerce Department figures released last week showing an overall decline of 0.3% in December and up 1.8% in November.  While the “Buy Local” trend is small but growing, many small business groups and chambers of commerce across the country are beginning to launch similar campaigns in an effort to keep consumer dollars in their own communities thereby generating spending and stimulating their local economies. 

The Independent Business Survey also found that independent retailers in cities with active “Buy Local” and “Think Local First” campaigns to support this economic concept reported “stronger holiday sales than those in cities without such campaigns.”  To back up this claim, the survey reported an average “increase in holiday sales of 3.5% compared to 1.0% for small businesses in cities without an active Buy Local initiative,” according to survey reports.

How do “Buy Local” programs work and what are some of the steps toward encouraging one in your own community?  From Stowe, Vermont to San Diego, California, the programs are as diverse as the cultures from which they come, but what each program has in common is a strong desire to boost sales and support for locally grown, manufactured and designed products and services.  The entire effort focuses on teaching consumers to use local businesses whenever possible in order to keep and create jobs and further sustain the neighborhood economy.

Emphasizing Local Roots and Ownership

“Local entrepreneurs are the bedrock of the U.S. economy and, when they work together they make our communities more resilient, unique, and rewarding places to live and work,” said Michelle Long, executive director of the Business Alliance for Local Living Economies.

Michigan is a state severely hit by the recent economic downturn.  A state with a long history in the automotive industry, it is now faced with a 15% unemployment rate and deserted factories and Main Streets. “It’s a situation crying out for a way to put a better face on things,” says University of Main economist George Fulton in a recent blog post on AnnArbor.com.  Enter Buy Michigan Now™, an organization dedicated to building a strong, vibrant and diverse Michigan economy.  The online portal offers ways to find a business, list a business, resources such as news ways to adjust buying habits to ‘think locally.’  The effort encourages Michigan businesses and gives them a virtual gathering place to promote their businesses.

 Do the Math.

Another Michigan-based organization is the Made in Michigan Movement which bridges relationships between Michigan consumers, producers, growers and retailers.  The overarching message is clear; Buy local, help your community businesses, and we’ll all get through this difficult time – together.  There is a strong sense of unity and commitment to independent business owners in all of these groups.  Buying local makes good financial sense, too.  According to Michigan.gov web site, “if every Michigan household spent just $10 each week on Michigan made food products, the result would be $37 million dollars being fed back into the local economy, each week.” That totals to over $187 million a year just to Michigan’s own farmers and ranchers who badly need the economic support.

The business research firm Civic Economics conducted a recent study in Grand Rapids, MI, puts some actual numbers to this shop local concept.  “Local businesses buy more goods and services from other local businesses and employ more people locally.  Every $1 million spent at local stores, for example, creates $321,000 in additional economic activity in the area, including $119,000 in wages paid to local employees.  That same $1 million spent at chain stores generates only $188,000 in local economic activity, including $71,000 in local wages.” Buying local is looking pretty good now, isn’t it?

It’s good for the customer.

Payment Logistics Limited is a family-owned merchant services company in San Diego, CA.  Started in their home in 2003, the company has grown and been profitable each year.  According to Matt Bruno, Director of Sales and Marketing, the business’ success is largely due to a ‘buy local’ philosophy the company has adopted since day one.  “Buy local means dealing with local vendors and local vendors, in turn, dealing with us,” says Bruno.  “It’s a direct incentive to look local.  The better our local economy does, the better our business does.”  With merchant services that include credit card point of service machines, there’s a piece of Payment Logistics Limited inside many businesses in the San Diego area.  “When we do good for our customers by keeping costs low, it has a good hand in helping our customers retain staff and reinvest in their business,” continues Bruno.  “That supports the economy and in turn benefits us with more businesses moving in and using our services.  It’s a win-win.”

It’s a Mind Set

Dawn Miller is the owner of Alice and Isa, a San Francisco based online fashion retailer. The company brings together Bay area designers for easy customer access via web, in-home shopping parties, and a by-appointment studio.  “Our biggest challenge is to function as a mom and pop shop because we face such tremendous competition from the big box stores,” says Miller.  The store’s customers are willing to shopping locally and to pay more for that privilege.  But many San Franciscans don’t often know where to go or that they even have a choice to purchase clothing from local designers.  Miller has seen a recent culture shift back to the older ways of acquiring goods.  “Customers want to know the store owners they’re patronizing,” says Miller.  “They want a personal experience, like when their parents used to shop from the local butcher or 5-and-10 store.  Everyone knew you, your family and what products you liked and disliked.”

The city of San Francisco has fought to keep their small town culture by declining offers from retail giants like Target and Walmart to build in the city.  Keeping things small and independent encourages small business, yet Miller still faces public perception obstacles that small stores mean bigger price tags.  She counters that argument with a quality conversation.  Knowing local designers means that if there is a problem with an item, you bring it back to the store and talk directly with the artisan who stands behind what they sell.  The materials used and the craftsmanship result in a higher quality product that will have a longer life, too.  “When you look at the cost of the item over time, it’s probably going to meet or exceed that Walmart item in value and service,” says Miller.

It’s a Green Thing, Too.

No matter how you look at Buy Local efforts, they tend to be far greener in nature than shopping with national retailers.  Amicus Green Building Center in Kensington, MD provides sustainable building solutions.  The company actively seeks manufacturers who are local and manufacture and operate ‘green’ to partner in their business projects – generally products made domestically and within a 500 mile radius of MD.  Not only does the purchasing philosophy benefit local businesses and spur the local economy, it also reduces Amicus’ carbon footprint, the amount of energy used to operate their company, by reducing shipping and fuel usage.  “Our customers work with us because they prefer shopping at a local store versus one of the big chains,” says Jason Holstine, public relations representative from Amicus Green Building Center.  “By providing better service, expertise, and extremely competitive pricing, we’re meeting our customer’s needs and helping our community to prosper,” continues Holstine.

If your community, region or state doesn’t have a Buy Local program, now may be a great time to talk with your local chamber of commerce or local business incubator about starting one.  While small business often feels like a one-man show, there’s strength and power in joining forces to create a stronger more self-sustaining community.

www.HopeforHaiti.com

The devastation and tragic human suffering and loss is beyond words or imagination in Port au Prince, Haiti today.  There is something you can do to help these proud, good people as they try to recover from these events and rebuild their lives. 12 for 12k, a social media group founded by Danny Brown is working with Hope for Haiti to raise funds, and yes, even assist with the management of physical assets to make a difference for the people of Haiti.

Below is a link to 12 for 12k so you can see the progress the group is making as well as make a contribution yourself. No matter how big or how small, every dollar helps provide potable drinking water, food, shelter and first aid to the hundreds of thousands affected by yesterday’s earthquake.  If you can’t make a financial contribution, that’s ok – you can support the cause with your voice by retweeting the messages, spreading news and sharing your time with local groups assisting in the effort. 

Thank you Danny, for your heartfelt efforts and swift action to help end suffering and change the world, one little tweet at a time.

http://12for12k.org/2010/01/13/12for12k-supports-hope-for-haiti-please-help/

Books offer a world of possibilities

The holidays are my favorite time of year.  There’s all the festivities, friends and family getting together and the food, oh, the food!  But my favorite part of this time of year is all of the great new books that hit the market just in time for the holiday shopping season.  I started my love affair with books at an early age and it continues today.  The titles vary from historical fiction titles like David McCullough’s John Adams to the newest cookbook on one of my favorite meals, soups.  There’s so much to be learned from a good book. 

I thought this would be the perfect time of year to review some of my tried and true business books as well as include other business owners’ recommendations for a great read.  I’ve sorted the list into three segments; Tried and True, Stories that will Stick with You, and New Entrants.  As technology takes us from bricks and mortar to virtual, our book reading must follow (although I must admit holding a book is part of my reading experience), so many of our recommended titles are available as electronic downloads either as a .pdf or via Kindle, Nook, or other book reading device.  However you enjoy your book, there’s an option available for you.

The Tried & True are those titles that belong on every business owner’s bookcase for their fundamental knowledge and reference ability.  Some may even qualify as text books in college courses while others are written by the masters in their fields and have an established reputation for success.  Whatever the underlying reason, if you’re adding to your bookshelf this year and don’t own one of these, put them on your wish list.

The Stories that will Stick with You are intriguing business success and sometimes business failure stories that are so powerful in their lessons that you won’t ever forget reading them.  Business involves taking risks and these authors are writing about some of the biggest risk takers in the field.  There are great lessons to be learned here no matter what type of business you’re in.

New Entrants are first time authors or writers who are contributing conversation to a new thought process in the business world.  From new technology to business methodology, there are always new ways to think about business, customer relations, and product marketing.  The authors included here are on the leading edge of what tomorrow will be considered Tried and True.

So are you ready to read some great books?

Tried & True

1. Guerilla Marketing, Jay Conrad Levinson (1983) – From the father of guerrilla marketing, this initial book has sold more than 20 million copies in 62 languages.  For small business owners, the tips and suggestions can become the foundation for low-cost, high result marketing.  Included in the new edition are tips for using emerging technology such as podcasting, social media and the Internet.
2. The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to do About It.  Michael E. Gerber (Harper Collins, 1995).   One of the most-recommended books for this season’s list, The E-Myth Revisited asks the reader to shift their thinking from small start-up entrepreneur who is focused on the technical merits of the business (i.e. a plumber focused on plumbing) and redirect their efforts on a franchise philosophy of managing a business.  Franchises provide an entire road map of success to the business owner, giving the business a greater rate of success than independent businesses.  Why?  Because says Gerber, the business isn’t only focused on what the owner does well, but all aspects of business management.  “Gerber somehow manages to express the frustration of many small business owners and he certainly plucked my strings,” says Chater A. Butler CIC, CPIA, President of The Butler Company.  “He gave me inspiration years ago with The E Myth and The E Myth Revisited built a fire the boiler again!”
3. Never Eat Alone and Other Secrets to Success One Relationship at a Time, Keith Ferazzi, (Broadway Business, 2005).  This book is a must-read for anyone using a business networking strategy as part of their growth plan. 
4. You Can Negotiate Anything, Herb Cohen. “It is good to be reminded that it is not always about money: people want a lot of untold things out of a transaction,” says Claude Lambert, author of On Pets and Men.
5. Seven Keys to Delivering Great Customer Service.  Val & Jeff Gee.  “Our entire team just read this book,” says Deborah Sweeney, CEO of My Corporation.  “We work with new businesses that are incorporating and forming an LLC.  This process is often difficult for our customers to understand, so we’re often faced with difficult customer service issues, and this book has been really helpful in proving the team with tools to provide great customer service…even when the reps don’t feel like it, and even when the customers don’t deserve it.  It comes from the perspective of providing great customer service because it ultimately is self-fulfilling (as opposed to merely approaching it as helping the customer, you approach it as helping yourself).  Super Service is a positive philosophy on life.  The greatest quote: “If you can deliver great service when you really don’t feel like it and they don’t deserve it, your whole life will change.  And that’s really what Super Service is all about: serving yourself a great life.”
6. Ogilvy on Advertising, David Ogilvy (Vintage 1985). Responsible for many a young advertising executive’s career, Ogilvy has written one of the all time classics on how to enter and thrive in the world of advertising.
7. The Elements of Style. William Strunk and E.B. White (1958).  I read this over 20 years ago in college and still have a worn and tattered copy on my bookcase.  With so many changes in how we communicate, there is still a strong and fundamental need to string together beautiful, powerful sentences that can move your audience.  Using Strunk’s guide can help you do just that. The 50^th anniversary edition of the famed guide of the English language was released in October 2008.  Give a gift that will last a lifetime and buy yourself or someone you respect a copy today.
8. 7 Habits of Highly Effective People; Powerful Lessons in Personal Change, Stephen R. Covey (Free Press, 1989). Having sold over 15 million copies, this is one of those books that should be included in every business school.  Learning the seven habits and understanding how they interplay with an ‘abundance mindset’ can provide an optimistic and giving outlook on how to succeed in business. In times of success and prosperity like the 1980’s and early 1990’s, Covey’s habits are highly useful.  In times of hardship such as we are currently facing, his words can guide us through what can seem insurmountable and remind us of why we’re in business in the first place.

Stories that will Stick with You

1. The Starbucks Experience; 5 Principles for Turning Ordinary into Extraordinary, Joseph A. Michelli (McGraw-Hill, 2006).  Love the coffee or hate it, this is definitely one of those insider stories that will resonate for years after you read it.  Even with the economic downturn and shifts inside Starbucks, what remains is a well tested organization excited to serve its customers the best possible products with the greatest amount of customer service possible.  A few of the anecdotes were so emotional I almost wanted to work for Starbucks just to have a similar experience.  Most memorable is the one about the daily patron who didn’t come into the store for several weeks and upon returning admitted that she was suffering from a severe illness. The coffee barista who served the customer every day rallied other fellow employees and customers to her cause, making her feel she wasn’t so alone. Where do I apply? Seriously, the stories were a little emotional and gushy at times, but the underlying message of customers first resonates with business owners and can make you think twice about how your business might do things differently.
2. Eats, Shoots, and Leaves. The Zero Tolerance Approach to Punctuation. Lynne Truss (Penguin, 2003).  This is a writing must-have! For all of those dangling modifiers, lost commas, and erratic punctuation marks weaseling their way into today’s casual writing, Truss sets the record straight with a quick wit and memorable stories of famous (and sometimes not so famous) characters as they struggled against such crimes as ‘commaphilia’.  You’ll never think of the exclamation point the same after Chekhov’s Ebenezer Scrooge-like short story about punctuation.  Trust me, it’s worth a read.
3. The On Purpose Business: Doing More of What you Do Best More Profitably, Kevin W. McCarthy (Pinon Press, 2002). Rooted in philosophy and spirituality, this story shares the tale of a businessman taking over control of a company headed for bankruptcy.  What he finds along his path are insights on a better way to manage and grow a company.  The reader will come to understand that the phrase, ‘it’s just business’ has no real place in a well balanced company.   

New Entrants

1. Take the Cold Out of Cold Calling, Sam Richter (Beaver’s Pond Press, 2009) “Knowing as much as you can about your potential customers is a key requirement to get sales,” says Dileep Rao, Ph.D. and entrepreneurial finance editor and columnist for Forbes.com  “Richter’s book helps entrepreneurs get the right information to get sales”
2. More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money, Jay Conrad Levinson, Robert J. Kaden, Gerald R. Linda, and Gerald Linda (Kogan Page, 2009).  Anything co-written with the father of Guerrilla Marketing is definitely worth a look and this is certainly no exception.  It provides rich descriptions tied with real situational history of both successes and failures.
3. Guerrilla Marketing in 30 Days, 2^nd Edition.  Jay Conrad Levinson and Al Lautenslager (September 2009).  Another fantastic guide for small business owners from Levinson that can be implemented in just 30 short days.  If you could change the face of your business’s marketing in 30 days, would you? Levinson offers practical, implementable suggestions that even the most stressed and time-crunched entrepreneur can put into action. 
4. The Breakthrough Company: How Everyday Companies Become Extraordinary Performers.  Keith R. McFarland (Three Rivers Press, 2009). “Having grown and sold several companies, I appreciate the clarity the author brings to explaining how to build systems and processes that support high performance companies,” says Stephen Antisdel, Manager Partner at Precept Partners. “McFarland illustrates the true nature of risk taking among entrepreneurs – even that we may be much more risk averse than we think! I’ve referenced his logic and conclusions repeatedly with clients and students over the last few years.”   
5. Endless Referrals. Network Your Everyday Contacts into Sales.  Bob Berg (McGraw Hill, 2005).  A good friend and client of mine swears by Berg’s book and I must admit, the techniques recommended really work.  From the note cards personalized with a photo and contact information that easily slips into a #10 business envelope to an entire chapter devoted to cross promotion, there are juicy tid bits that every business owner can use to improve customer service and increase referral business.  
6. The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything.  Guy Kawasaki.  (Portfolio Hardcover, 2004) Kawasaki starts by immediately changing the way his reader thinks about a business basic, the mission statement.  Trite and never remembered, he pushes the envelope by changing the mission into something more memorable, a mantra.  From there, Kawasaki uses easy to remember tools like his mnemonic GIST at the beginning of each chapter to highlight what’s to come and a Frequently AVOIDED questions that business owners need to ask, but are either afraid to admit or even say out loud! The Art of the Start is a great read for any business person starting a new business or working an existing company that’s struggling toward success.
7. Midas Managers: How Every Business They Touch Turns to Gold.  Rob Slee, (Burn the Boats Press, 2007).   “The concepts presented in these books are essential for entrepreneurs to grow their businesses to the next level in today’s business environment, 7” says Charles E. McCabe, CEO of Peoples Income Tax. “Slee demonstrates how extraordinary “Midas Managers” have increased the value of their businesses dramatically using the strategies explained in the book, and how entrepreneurs who do not have this intuitive ability to create wealth can learn and use the same strategies to grow their businesses.  He describes how “aggregation” can replace sales and advertising to create a customer “pull” demand rather than the expensive “push” strategy.  He also explains that most of the elements of a business can be outsources except marketing and the ownership of the essential intellectual property to increase profit margins dramatically. “  From concepts such as “crowdsourcing” as a way to efficiently and inexpensively solve problems rather than hiring expensive consultants to borrowing the knowledge and experience that today’s Midas Managers have, Slee provides insight into why some corporations are successful and others are not.  We can all learn from the business Midas strategies and with Slee as our sherpa, we can narrow in on their successes and more importantly, discover how they have achieved greatness.

The list could go on and on, but for now this is a good place to stop.  The next list issued next quarter (that should give you plenty of time to read these) will include titles on social media, public relations as well as other Tried and True titles that no small business should be without.  For now, I extend my best wishes for a safe and wondrous holiday season and to all, happy reading!

 p.s. If you’re looking for one of the most well written cookbooks I’ve ever laid eyes on, pick up the Gourmet Today Cookbook, More than 1,000 All-New Recipes for the Contemporary Kitchen, edited by Ruth Reichl (Houghton Mifflin Harcourt, September 2009).  I’ve never read a cookbook cover-to-cover before this one.  Not only filled with some of the best recipes using today’s contemporary foods (rants, anyone?), every page tells a story about the highlighted food item and takes the reader on a journey through culinary history.  Give it a read, try a new recipe and Bon Appetit!

Jean Newell, Self proclaimed 'Boomerpreneur' poses with her Personal Utility Pouch, The PUP

Aspiring writers, educators, and even a handbag manufacturer, these are just a few of the areas where retirees who were once headed for the golf course are now grabbing a briefcase and heading back into the office.  Often the risk of starting a new business is exponentially greater for seniors.  Unlike their younger entrepreneurial counterparts who have years of time to recover from a risky venture, seniors stepping into the small business arena must use personal and retirement assets to finance their companies.  If the business hits a bump in the road or doesn’t succeed, there’s no time to recover and get a full time job to recoup the loss. Knowing that risk going into the venture, these ambitious and seasoned individuals bring with them a great deal of life experience, not only from their previous careers but even as far back as college.  That type of knowledge can make all the difference in how a small business not only survives but thrives in today’s economy.

When the world gives you lemons…start a business!

Nancy Lynn Jarvis and her husband were both real estate agents in California.  When the market collapsed in 2007, they knew it was time to leave real estate behind and try their hands at a passion that was quietly brewing for years, publishing.  “We’re having so much fun,” says Jarvis.  “I’ve written two Regan McHenry Mysteries and am now working on a third.  I never imagined that I would become a mystery writer, yet here I am!”  Her husband handles all of the computer and business recordkeeping for the micropublishing house, while Nancy writes and promotes the books up and down California’s coast.  While the couple doesn’t expect to become rich, they are thoroughly enjoying the opportunities that her novels have brought.  “The books are a great excuse to travel for book signings,” says Jarvis.  Their luck may be about to change, Nancy’s second novel was recently selected as Costco Wholesale Club’s Costco Connection.

Robert Medak was a longtime employee of Pacific Telephone and Telegraph now SBC.  When he retired, he too decided to pursue a career in writing.  Unlike Ms. Jarvis, Medak is more slanted toward business writing.  “I wish I knew then what I’ve learned the hard way over the years,” says Medak.  “Starting and maintaining a business is hard work and requires a lot to make it a success.” 

Medak offers the following tips for ‘greypreneurs’ who are just stepping into small business ownership.

1. Learn about the business you are starting.
2. Create a business plan.
3. Create a marketing plan.
4. Consider how you are going to fund your business until it can pay for itself.
5. Are you going to work from home or at an outside of the home location?
6. Can you fill a need?
7. Make sure you have passion for what you are doing.
8. Create a website.
9. Join social media sites if it is appropriate for your business.
10. Consider joining your local chamber of commerce.
11. Check with the town or county about licensing, if any, for your business.
12. Get a separate business phone line.
13. Establish a business checking account and keep finances separate from the start.
14. Find a tax professional.
15. Always strive to improve your knowledge of running a business.

Take advantage of free business help.

Jean Newell was a busy real estate agent on Florida’s ‘Space Coast’ near Cape Canaveral.  With a fist full of portable handheld devices for real estate listings, GPS directions and her personal organizer, she was looking for a more convenient way to carry all of her devices.  After searching and finding nothing that met her needs, she took fate into her own hands and designed a personal organizer called, The PUP (or Personal Utility Pouch).  “Suddenly, I was taking orders and realized I had started a business,” says Newell.  “Soon, I knew I needed help and began looking for resources that would make business management easier.”

Newell taps into a host of free government programs for small business through the Small Business Administration.  There are numerous branches that spin off the SBA including the Women’s Business Center, SCORE, the Small Business Development Center and others.  All offer free seminars, mentors, and resources to help business owners be more successful.  “The key for me was outsourcing,” continues Newell.  “I don’t like or do bookkeeping particularly well, so it made sense for me to find an expert to perform that task.”

Newell also barters for work.  She’ll trade her skills in marketing and public relations for bookkeeping services.  “Everyone I use is over 55 years old,” says Newell.  “I like supporting other ‘boomerpreneurs’ like me and mentoring where I can.  It makes sense for me to focus my skills on what I’m good at and let my bookkeeper do the same.”

All three entrepreneurs advise working the business out of the home for as long as possible.  “So many businesses jump in to high rent districts.  When a lean period comes, they’re struggling to cover the rent,” says Newell.  But, she warns, working at home doesn’t mean looking home-made.  “Spend your marketing dollars on the most professional business cards with your photo and marketing materials you can,” she continues.  “For some reason people find it hard to toss out a business card with someone’s photo on it.  I don’t know why, but those cards seem to have staying power.”

Simple things are worth the bang-for-your-buck marketing dollars. 

• Use magnetic car signage.
• Wear your brand by creating logoed apparel.
• Get a name tag.  As the girl on the Progressive commercials says, “get one of those tricked out name tags” and add a creative positioning line.   “Mine has my name and ‘Try the PUP’ on it.  People are always asking me what The PUP is, which allows me to have an interactive marketing conversation with them about my product,” says Newell. 

The important message is to put your brand out there as much as possible.  Newell, who calls herself a ‘boomerpreneur’, a baby boomer entrepreneur, is a one-woman PR and marketing machine.  She’s appeared on NBC’s Today Show, Fox News, The Bonnie Hunt Show, Montel Williams and countless others.  She now offers her services back to the organizations that she initially tapped for help.  As a SCORE mentor and business coach, she advises other small businesses on how to start up and be successful. 

 Exceptional Customer Service

Treating your customers well doesn’t have to be costly.  Actually, bad customer service costs your business substantially more in lost sales and damaged reputation.  Statistics show that only four percent of dissatisfied customers actually air their complaints to the business.  What happens to the other 96%?  They go away, but not quietly.  A typical dissatisfied customer will tell another eight to ten people about their negative experience.  A shocking one in five will tell 20 others. 

What can a small business do to curtail the backlash of dissatisfaction?  Fix the situation on the spot.  Some 97% of customers will do business with the company again if their issue is immediately resolved.  That number dramatically decreases the longer the negative experience is allowed to continue. 

Watch out for Big Business Risks

Newell’s PUP product grossed over $2 million in sales to date.  In the first 18 months of business she sold over $1 million on television shopping channel, QVC alone.  Having her business grow so quickly meant assuming big financial risks, too.  Unlike a planned and well financed growth, Newell was faced with high volume tight timeline orders to be delivered to QVC’s North Carolina warehouse prior to selling a single Pup.  That meant scrambling for funding, big time.  “To meet QVC’s demands, I went from bank to bank trying to get a small business loan,” says Newell.  “The business was too young and no one would fund us.  My only option was tapping into my home’s equity.”  If the bags didn’t sell on QVC, Newell would have been left trying to off load them herself or take the loss.  Newell saw success at QVC, but warns other small business owners to take heed, not every tale will end as well.  “Big business’ marketing platforms put all of the demands on small business without taking any of the risk,” says Newell.  “Be sure that you are comfortable with the contracts, get everything in writing, and don’t agree to anything unless you feel very sure about the outcome.”

Boomer and Greypreneurs have a unique advantage in small business ownership because they have a wealth of knowledge and life skills to draw upon.

Commander Rikker and Captain Jean Luc Piccard of Star Trek, The Next Generation

When I first heard of video blogging (or vlogging ) and video promotions, I envisioned Captain Kirk or Jean Luc Piccard of the Star Ship Enterprise as they provided an oral and sometimes video history of what was happening as they toured unknown corners of the universe.  Sometimes I still marvel at the technological prowess and vision of Star Trek’s creator Gene Roddenberry (I’m showing my true geek nature here).  Even back in the late 1960′s Roddenberry knew that a more personal way to share experiences was through personal storytelling.  If his character couldn’t directly tell relay an event to Star Fleet Headquarters, then sending a report via an audio track orvideo was the next best option.

Today, individuals and businesses are telling their own stories through the use of videos and photos.  They are providing an immediate and tangible way for their followers to connect on a more personal level.  Let me leave the world of Star Trek behind for a moment.  There have been great conversations online regarding the revenue generating uses of social media for both for profit and nonprofit organizations.  Each social media outlet has its own succinct purpose.  When combined with a traditional marketing communications strategy, social media can truly usher a brand to an entirely new level in the market place.  How?  Social media is, at its core, a pure form of one to one marketing.  Sure messages can be sent out to thousands of followers, but responses can be directed to a single individual.  From that first personal exchange, a relationship blossoms.  Never before have so many individuals had the opportunity to rub virtual elbows with company CEOs, marketing directors and thought leaders.  Social media has opened the door and allowed everyone from Joe the Plumber to President Obama a way to voice their opinions, ask questions, and connect with the pulse of the world. 

 For example: By adding electronic images or video links to its140-character Twitter posts, viewers across the globe can see first-hand how @charitywater is using supporter’s contributions to provide safe, clean drinking water to children in third world countries.  The photos and videos tell a story of what life is like without clean drinking water – something we in America cannot even imagine.  After viewing the video, others also pledge dollars to the cause.  For those who have already supported Charity Water’s efforts, the photos and videos serve as confirmation that their money and trust were well placed.

 Why use video and images? Some quick facts about the medium’s impact and reach:

•  There are over 200,000 videos posted daily to video sharing site, YouTube. Every minute 10 hours of video is uploaded.
• YouTube boasts over 300 million users worldwide and hosts more than 80,000,000 videos on its site.
• Approximately 15% of the videos on YouTube are currently professional including branded or corporate videos. There is a tremendous opportunity to put your business into a new arena and be seen and heard above your competition.
• Demographics for video promotions are rich.  You can target your audience by gender, age, interests, lifestyles and more.
• There are rich opportunities for contests, promotions and special events.

According to a recent article in the Washington Post (Promote Your Business with Online Video, July 9, 2009), Alfred Poor of PC World writes that “…more customers are likely to stay on a business’ web site and watch a video than actually read through an entire web page.”  But, he advises, a business needs to do more than just post a video, it needs to be found.  For that he recommends TubeMogul, a free service that will post your video to as many as seven different video sites.

 How should you venture into image and video marketing?

1.   Protect and reflect your brand.  Whatever images are posted online need to accurately reflect your organization’s mission and brand promise.  If, for example, your business is a retail shop, use images that revolve around products or services and the positive impact the company has with its customers.  A nonprofit organization might want to post images from a recent volunteer day, a contribution photo opportunity, or special event.  Whatever you post, ask, ‘does this extend my organization’s message and reach?’  If the answer is no, then don’t hit the post button.

2.  Embrace technology as a way to share your business’ leadership and distinct personality.  Videos and photos have an unscripted and powerful affect on the viewer because they show a different side of a company’s public personae.  Does your CEO have a sense of humor?  Does he have a great rapport with an audience? Can she think on her feet?  Unlike press releases and 15-second sound bites, video allows a company to show its more human side.  

When Dominos pizza experienced a very public incident with two employees on a YouTube video, the company’s response was smart and on target.  President and CEO, Patrick Doyle posted his response on YouTube with an apology and promise that Dominos was doing everything possible to assure its customers that nothing like that event would ever happen again.  It was natural to feel his outrage and see the concern he had for his company, his customers and his employees.  It was easy to be connected to the brand because we became connected to Patrick.

3.  Use photos to relay great and small moments in your organization’s life.  The Jimmy Fund, the nonprofit arm of the Dana-Farber Cancer Institute, supports cancer research and patient care.  The organization uses photos everywhere.  

The Red Sox mascot Wally, the Green Moster hugs a young cancer patient at the Pan-Mass Challenge

From its web site to its Twitter feed (@jimmyfund), the Jimmy Fund uses photos of famous personalities and heroic patients to warm the hearts and open the wallets of its followers.  They have effectively extended their brand while portraying an image of caring, compassion and hope.  

Photo sharing sites like Flickr are a great resource for organizing and sharing photos.  Accounts are typically free for a limited amount of usage space and then can be upgraded for additional space and features.  Click on Flickr’s search bar and type in ‘Jimmy Fund.’  Over 1,016 result pages of photos and groups appear.  Individuals racing, volunteering and working for the organization feel so committed to the cause that they have taken the time to post images from the events and share them with others.  It’s pretty powerful stuff.

4.  Create how-to guides as a way to demonstrate your organization’s knowledge and expertise.  The beauty of the Internet is that we have at our fingertips the instructions for how to accomplish almost any task.  From making baked Alaska to disassembling and repairing my aging Saab, there is a wealth of information for the hungry soul.  To separate yourself or your organization from the crowd, posting instructional guides can provided needed earned media opportunities and help to promote you as an expert in your field. 

 5.  Once you produce your video or photos, use them.  Put the video on a continuous loop and run it in your retail location for foot customers to view.  Use photos in large format posters and other display opportunities to help reinforce your brand, mission, or cause.  Drop a piece of the video or photo into a slide show presentation and extend your marketing message’s reach.  There is no limit to the creative ways your organization can incorporate videos and photos into everyday marketing opportunities.  Get together with your team and see what clever ideas surface.

Like any new tactic or strategy, video and photos should be given careful consideration before implementing the program.  Ask how the video or images will enhance your brand and promote your messaging.  Remember that simply creating the video or taking the images won’t be enough to gain results.  Once created, the tried and true methods of marketing and public relations come into play.  When implemented to the right target audience and with the right message, these tools can start conversations and even increase revenue.

The Gap's Project (Red) Shirt

Then I read Bernie DeGroat’s piece on EnerPub.com entitled, “Is Cause Marketing a Boon or a Scam?” The title alone bothered me. His report discusses a University of Michigan study identifying corporations that support cause related marketing also have the hidden benefit of increased prices and profitability. The ‘insight’ in the report is that we consumers are being completely bamboozled by corporations who covertly raise prices not only on items where charitable contributions are attached, but on other items as well. The theory doesn’t say much about us as educated consumers. Of course, there is an inherent price attached to cause-related marketing.  We would be foolish to believe that companies are giving millions of dollars in profits away without some attempt to recoup those losses elsewhere.  I understand that the Project (Red) shirt I purchase at the Gap carries a substantially higher price tag than most of their other products.  If I choose to buy a (Red) shirt, then I am making a statement that I not only understand this pricing structure, but support The Gap’s initiatives with Project (Red) to treat and cure AIDS, malaria and in Africa with my purchase/contribution.  Do I realize that the pricing on other Gap items is also affected?  I can read a price tag.  What really infuriates me are the hidden price increases at the grocery store where none of the profits are visibly being directed to any cause. I can no longer buy a 16 oz box of pasta. It is now 12 oz, but I’m still being charged the 16 oz box price. That, my friends, makes me crazy.

I’m relatively new to the solicitation side of cause marketing although I’ve been involved in corporate giving since the late 1980’s when I worked at Kraft General Foods in Buffalo, NY. There I learned that not only did my company value community giving and corporate philanthropy, but so did its employees. The plant where I worked was a bagel bakery. We ran three shifts, seven days a week and for many of the workers, their position was a lifelong union job. Weekly bickering over labor contracts and demands made by corporate executives all but faded into the distance when the annual Children’s Hospital Festival of Trees and U.S. Marine Corps Reserve Toys for Tots events rolled around. Employees would sign up to decorate the tree and wear Frosty the Snowman and Santa suits to help hand out Christmas gifts to the children. For a brief time every year, there was peace and good will and an overwhelming amount of team work.

I was the lucky one.  I not only managed these events, but I saw firsthand how all of the time, effort, and money were put to great use in our community.  After each event, I would staple photos of the smiling children posing with Santa or Frosty on the hallway bulletin boards. Employees would stop on their way to the break room and search for images of themselves.  They’d point and laugh at the Production Manager, Sibby dressed as Frosty.  For that special time of year, we all understood that our company meant more than just a paycheck. 

My involvement at such an early juncture in my career led me down a lifelong path of charitable involvement and cause-related giving.  I saw early on that my time was worth far more to a sick child than I could have ever imagined.  I knew that our parent corporation had its own reasons for giving that involved brand loyalty, public image and stock sales, but my piece and that of all the production workers was more personal and altruistic.  I’m not saying that my company’s motives weren’t good, they certainly were.  But for us workers, many of whom gave large percentages of their paycheck to the cause each year, it was personal.  We had helped a sick child to smile. We had given a toy where one wouldn’t have been left under the tree otherwise.  We had made a difference. 

Today, we are indeed living in a faster paced, different world.  What hasn’t changed is the give and take relationship between the corporation and the charity.  As nonprofits we understand that every sponsor must receive a solid plan regarding how their sponsorship dollars will boost their sales and increase brand awareness.  There are more ways to reach out, more messages to be delivered.  What hasn’t changed is that the sick child still values the time I spend with them reading stories or bringing a toy than any other task I do in a day.  The GED student I teach learns that there is hope and a life waiting for them at the end of their challenge, if they can just put forth the effort to reach for it. 

The corporate dollars our nonprofits receive make all the difference.  Dollars donated keep the lights on, programs running, and food in our pantries available to feed hungry mouths.  The employees of our corporate sponsors still see how their company’s dollars are being spent.  They volunteer in our facilities, teach our students, and rock our babies to sleep.  So when you think the cause-related giving debate has been exhausted and we’ve all had our fill, kindly remember that those corporate dollars are changing lives each and every day.

Jessica Lamberton’s piece on Metro.us, “Buy, save (the world),” has some great points.  While she acknowledges that business’s motivation for supporting these nonprofits is to help increase their bottom line, she also says that it’s important to check your purchase to be sure that the funds are directed appropriately.  That puts consumers exactly where they should be – in the driver’s seat with regard to the effectiveness of the cause marketing program.  Consumers are a savvy bunch.  They’ll do the research to find out where the water bottles are manufactured and if they’re PBA-free.  Consumers will be the first ones to call a company on its practices and hold them accountable for their actions.  Before any congressional committee or team of lawyers can file a lawsuit, it’s the consumer advocates who bring an issue to light and keep these businesses honest.

Brian Powell’s piece, “A Pause to Reflect on Cause Marketing” in Ad Age really hit the mark.  There are numerous categories where cause marketing can dovetail with corporate strategies and initiatives and still meet the consumer’s needs.  Partnerships between nonprofits and corporations need to be more synergistic, offer more benefits and provide even stronger ties in communication and outcomes.  If we are to work together, we must truly be aligned on the same side.

While the debate continues about the purpose and motivation behind cause marketing, I stand at the axis.  As a marketer I believe in the value of cause marketing and what it can do to elevate a brand, build good will, and change the face of an organization.  As a nonprofit board member, I see firsthand the benefits of cause marketing’s power in the faces of the children and families we can help thanks to our corporate partners. We are symbiotic. Cause marketing and nonprofit groups cannot be as successful apart. As we move into new opportunities and challenges, we will continue to find innovative ways to improve upon our relationship so that each side benefits.

You know times have changed when offices of the federal government have ‘Summer Sales.’  That’s right, the U.S. Postal Service is offering a summer price reduction on some of its most popular business mailings including Standard Mail letters and flats.  Of course this ‘sale’ is a 30% discount for businesses that have sent more than one million Standard letters and/or flats between October 1, 2007 and March 31, 2008.  The goal of the program is intended to drive mail volume during the traditionally sluggish July to September quarter.

What does it really mean to put your business in the retail limelight with the offer of such deep sales?  There is a fine line between deep discounts for your customers and discounting so drammatically that you’ve cheapened your brand’s perception in the market.  Implement discounts too deep and you’ll undermine your brand thereby reducing the value of your products in the eyes of your consumer.  Offer discounts that are not deep enough, and you’ll have consumers walking back out the door headed to another shop to continue their bargain hunting elsewhere.

What are small business’ options?

Start with improving your customer’s experience.

Brand loyalty is often one of the strongest underlying decision making tools for shoppers.  Loyalty is the primary reason consumers buy a Harley Davidson over a Honda or Yamaha motorcycle.  The Harley Davidson brand represents quality, performance, and an emboldened free spirit that consumers can not only relate to buy pay thousands of dollars more for a Harley Davidson bike than a competing motorcycle. 

From the moment your customer comes in contact with your brand, they must feel connected with the brand and engaged with the product or service.  Think about your most recent trip to McDonald’s.  The kids are in the back seat of the car, hungry and ecstatic about the forthcoming Happy Meal.  Your four- and eight-year old have already connected with the brand miles before you motored into the drive-thru.  How?  They’ve seen positive television ads, they have friends who have gone to McDonalds and loved it, and they’ve even seen it co-marketed with most children’s films.  Not to mention that the deep fried foods are a party on the taste buds.  All these emotions are locked in and identified with the iconic ‘golden arches’ logo.  Not bad for two kids with a combined age of only 12.

While you probably don’t have one-tenth of McDonald’s annual advertising budget, you do have the opportunity to create a specific experience for your customers with your brand.  How are customers greeted when they enter your store?  Are there welcoming, friendly, smiling employees offering assistance or does the customer feel instantly lost when they cross your threshold?  If the answer is no, the good news is that these are easy problems you can fix.  Spend time training your employees about the value of the customer and ensure that every employee is committed to the same high level of customer service and experience that you are. More importantly, empower your employees to make customer-centric decisions on the floor rather than requiring an ‘up-the-chain-of-command’ mentality. 

Translate the savings.

If you do decide to offer discounts, tell your customers what that cost-savings really means.  As a matter of convenience and pricing reinforcement, post the sale prices above the rack. For example, if a rack of late season sweaters is selling for 40% off the MSRP, place a discount card that shows each original price and what the cost savings is to the customer under the sale price.  The card’s convenient location not only saves the shopper from calculating in the head, it removes any uncomfortable questioning of the sales people regarding the price.

Provide scaling discounts for bulk purchases.

Clients will tend to purchase more if they receive a greater discount for bulk purchases. Think about the success of wholesale clubs like BJ’s or Sam’s Club.  The same premise of purchasing in bulk can apply to your business too.   A jewelry beading store, can sell small amounts of silver Bali beads for one price and then more deeply discount the price should the customer wish to purchase enough beads to make a dozen necklaces. The customer will be happy about the value they’re receiving and the store will make a larger sale.

Small Business Owners Beware

According to the National Federation of Independent Businesses Small Business Economic Trends April 2009 report, almost 30 percent of small business owners said they have lowered their prices in recent months.  Small business inventories ‘are being reduced at a record pace,’ continues the report, forcing owners to liquidate inventories with ‘widespread price cutting.’  New orders “will remain depressed until stocks look lean relative to expected sales, which are quite depressed in the current period.”  These figures translate to a very worried small business market carrying less inventory than ever and offering record discounts to offload what’s sitting on their shelves. 

If you must offer deep discounts on inventory, be cautious to discount only to the point you can afford.  A few questions to consider before posting your deep discount signs in the front window include:

• Will the discounts negatively affect your brand?  Will you so seriously undermine the perceived value of your product or service that you won’t be able to recover and raise your pricing when the market upswings?
• Will the discounts provide enough of a profit margin to keep you in business?  If the answer is no, you may want to call an ‘all stop’ and call in your professional advisors for a serious heart-to-heart discussion about the future of the business.
• Would a Chapter 11 filing make more sense and allow you the time to restructure?

 “Rather than cutting prices across the board, trim prices on specific products or services,” says John Quelch, professor of marketing at Harvard Business School (source: Business Week).  By making cuts on those slow-moving products or those with higher profit margins, you have the ability to recover some of the discounts on other products that remain at their fair market value.

 Offer lower price points.

When buying habits shift, it may be time to shift your product offerings to provide lower-entry products that customers can afford and will purchase.  When gasoline prices soared over $4 per gallon last summer, automobile manufacturers found themselves holding on to sport utility vehicles and running out of hybrid and smaller sedan style cars.  The danger is that stocking the show lots with a ton of these smaller vehicles left dealers holding thousands of vehicles once the gas prices dropped back to a reasonable $2 per gallon this winter.  The lesson learned?  Again, it’s a careful balance between meeting customer demand with items that are in the lower price range and knowing that a market shift can quickly drive demand in another direction.  Trying to force small vehicles on a market that wants a 7-passenger SUV simply won’t work.

The same is true in other markets as well.  Corporate gift baskets that traditionally sold for $75-$100 price point are being left behind for lower cost $20-$35 items.  The message is that while corporations still wish to thank customers and their employees, they have less money in the budget.  Vendors who can creatively meet the demands of an attractive basket in a lower price range will still get the business.

Discounting can be a tricky business of necessity during challenging economic times.  Knowing how to offer price reductions without damaging the brand for future sales may make the difference between successfully navigating a negative market shift and closing up shop.  The best advice is to gather your financial advisors and develop a plan that will help your business both survive the short term and thrive in the future.

While new federal money and even greater opportunities are now flowing into the Small Business Administration (SBA) from President Obama’s February 2009 legislation, there is still a serious disconnect between small business opportunities and America’s sole proprietors. With little capital equipment or substantial holdings, obtaining loans and funding is difficult leaving freelancers to resort to personal savings and loans from family and friends. A new loan program being funneled through the SBA to state micro lenders may change all that and help the struggling freelancer with short term cash flow issues. Until then, these small business adventurers will continue to launch businesses quietly and with little economic fanfare.

Money isn’t the only challenge. There often isn’t enough time in the day or hands available to accomplish all of the tasks on each day’s to-do list. According to the Score/Visa survey, 52% of single sole proprietors polled said that their primary challenge in maintaining and growing their small businesses was an inability to focus on generating new business. Other challenges included limited resources (23%), lack of time to focus on passions (23%) and difficulties in running their businesses efficiently (23%).

Direct from the mouth of business babes are some sage pieces of advice for new entrants to small business ownership and contract or freelance work.

What will you do?
There are many opportunities for individuals wanting to leave an 8 to 5 job and start out on the freelancing life. With the increase in social media and online tools available today, freelancing is not just an option, it’s a career. Mommy bloggers, stay at home parents, technical programmers, and even attorneys are trading in dress shirts for sweatshirts and pumps for fuzzy bunny slippers to work from home. Deciding to join the growing Work at Home (WAH) contingent requires careful consideration of your personality, skills, and self-discipline to determine if a solo life is for you. Not sure what to do? Consider some of the popular freelance careers below.

Popular Freelance Careers
Virtual Assistant
IT / Computer Programming
Web Design & SEO
Graphic Design
Writing
Marketing
Public Relations
Business Coaching
Blogging
Fundraising
Telemarketing
Accounting / Bookkeeping
Business Consulting
HR / Recruiting

Select business structure carefully.
Many sole proprietors immediately choose to launch a limited liability corporation (LLC) in an effort to protect themselves from lawsuits and financial responsibility should an event or legal issue occur. Those additional steps aren’t always necessary in the beginning and can be costly. “When I began my business in 2006, I was advised to see an attorney as far as structuring my company,” says Janet O’Connor of O’Connor Creative. “My attorney advised me to set up a corporation which for two years was expensive and not really necessary as there weren’t any type of issues regarding lawsuits. Before people pay huge fees to attorneys, research business structures,” O’Connor advises.

Establish a solid accounting system.
Don’t waste time in establishing a consistent and easy-to-use accounting system. Even if you don’t have any invoicing for the first few weeks or even months, it’s important to track your expenses carefully. Take advantage of the slower start-up period to become familiar with your accounting practices and develop a regular time to perform administrative duties. Once business picks up, it can be very easy to let billing and bookkeeping slide. Then one day you realize that your checking account is overdrawn and your billings are overdue by 45 days. Prevent costly errors by staying on top of the finances from the start. Solid reporting will help you to be better prepared to handle market shifts and accounts receivable issues later.

Plan that as a sole proprietor you will need to make tax payments to Uncle Sam. You’ll also receive 1099 forms from clients declaring the amounts they paid you. That means that you must be making estimated quarterly tax payments to local, state and federal collection agencies. DO NOT LET THESE PAYMENTS SLIDE! Allowing taxes to snowball until year end can be a devastating financial blow to your balance sheet and your business. Get into the habit from the start and make regular payments. If you’re still unsure how to proceed, talk with a tax professional about your business’ financial liabilities and eliminate any surprises.

Once you’re ready to hang the shingle, leave your full-time employer gracefully.
Starting a new business is an exciting and somewhat terrifying time. Leaving your employer and all of the comfort and safety they provided can also be difficult. Depending on the nature of your new business venture and your relationship with the management, leave on the best possible terms. Whenever possible, present your departure as an opportunity and work to ensure that your relationship remains a good one. Remember that your employer may be your first potential customer. In tight economic times such as these, the alternative of using someone they know and trust to subcontract a portion of your old duties may be a win-win. Your old employer won’t have to face your exit in a panic and you’ll gain income as you go out on your own. When Tony Williams was laid off from his technology publisher, he used them as a springboard for referrals and paying clients. “I was able to leave with grace and got a number of referrals from them and some small freelance jobs. The company also gave me a free advertisement every month in their magazine for a year and when possible for a year after that.”

Never turn down the small jobs.
Hard as it may be to service those small customers, remember that over time, they may become bigger. Treat each client as if they were your most important and highest paying customer. “I had one person who rang me to have a single computer at his home looked at – an introductory service I lowballed – in the middle of some very busy days,” continues Williams. “I squeezed him in and it turned out he owned a company with twenty computers and needed a network designed and built. I ended up making the equivalent of six month’s salary from him.”

However, taking the small jobs doesn’t mean that you should open yourself to abuse by your clients. There is a careful line between servicing small clients that at the time don’t seem like money makers and those small business clients who take advantage of your availability and talents. Be on the lookout for red flags that indicate caution as you approach. Listen for constant requests for rate reductions, or agreements that have you to ‘working for a percentage of the profits’, and the age-old threat that ‘they can get it done somewhere else cheaper.’ If you’re hearing these in your conversations, it may be best to let the client go somewhere else.

Separate home and work physically and in time.
Create a conducive working environment so that you’re able to gain the most productivity from your time. If that means cleaning out the guest bedroom of ten year’s worth of winter parkas then do it. Once a space has been created, it’s time to make the second break – emotionally. Identify a time and place where family members and friends know that you’re in work mode and cannot be disturbed. At the beginning of your work day, shift gears mentally and prepare yourself for the day ahead. For Williams that transition required a physical distancing as well as a mental one. He confesses a mindset secret he picked up from another fellow home worker. “I travelled to work every day by walking to the corner, buying a newspaper and reading the front section at the bus stop. I then turned around, walked the hundred yards home and entered “the office. It allowed me to mentally shift gears.”

Ask for referrals – especially from friends and family – and treat each one with respect.
Contact everyone you know and tell them about your new venture. Don’t ask them for work or referrals directly but just spread the word. “When the referrals come in,” says Williams, “remember to treat them exactly as you would any other customer. I even went so far as to issue an invoice with “WAIVED” written across it in marker.” By providing a written invoice, you’ll create an instant understanding that your time has value. If you choose to write off the work, tell the client how much they would have spent and saved.

Where to Find Referrals
There are numerous online sourcing agencies where freelancers from all fields can bid and accept contract work. Some agencies charge a flat fee per job, others take a percentage of the overall bid, and some a merely postings for work. Each site differs in the bidding process and types of jobs available. Take a little time to review the postings and only bid on the ones that best fit your skills. If you can, try to talk directly to the potential client and interview them for as many details about expectations and type of work they’re expecting. Be as clear as possible on what work you’ll be providing, required formats, and due dates.

Some freelance posting/bidding sites include:

• Elance.com
• Odesk.com
• Guru.com
• CraigsList.com

Freelancing Pros and Cons
Freelancing affords greater flexibility, independence and specialization but also has its downsides. Here’s a quick list of pros and cons at a glance.

Benefits
• Freedom
• Ability to work the kind of jobs you like
• Flexibility
• Specialization
• Self-reliance and control over your own income

Drawbacks
• Managing your own contracts
• Filing taxes via 1099/990’s
• Retirement planning
• Health Insurance
• Inconsistent payment and work

Contracting may not be for everyone. There are some serious administrative and financial requirements that should be considered before you sign your first contract. Yet, for the right person and situation, freelancing can be a tremendous opportunity to expand skills and gain a whole new career.