Monthly Archives: January 2011

Bowling for Business: Pushing Past the Papaya

(This column first appeared on RIMOFTHEWORLD.net on January 17, 2011.

I couldn’t have been better prepared for our stint on Supermarket Sweep than I was on the morning the cable game show taped in 1991. My teammate, Donna, and I had brushed up on trivia and even memorized the layout of the studio grocery store so we would be able to quickly fill our carts with high-ticket items so we would make it to the all important Big Sweep. Then, inexplicably, when the cameras started to roll, I choked. Like a deer in headlights, in the first round, I stared blankly at the host and then proceeded to do everything in my power to embarrass my unborn children.

Question: What fruit has a green rind, red flesh and black seeds?

I was the first to buzz in with my incorrect answer: Papaya.

Question: Which melon features orange flesh and tan seeds?

My Answer: Papaya.

Question: In what month do most Americans celebrate Thanksgiving?

My Answer: Papaya.

To this day, I have no idea why I had papaya on the brain. I don’t even really care for papaya. I also have no idea how, despite my mistakes, Donna and I emerged victorious, taking home a grand total $1,103 for our efforts. But I appreciate the relevance of making sure Mountain Marketing Group clients push past this type of brain freeze when it comes to advertising.

For many, the ability to seize the potential of using social media for lead generation is stifled by one thing and one thing alone: an outdated mindset. Somehow, most of us still think that advertising is advertising and social media is something else. But, in truth, advertising and social media are the same thing. They are both content.

The moment we realize that all marketing equals content, we will finally be able to break through the brain freeze and find new ways to fuel powerful brand interactions so they will lead to sales transactions and charitable donations. And we can do this regardless of budget.

For Free—

The first step to creating valuable content is to understand the shared interests and motivations of your target market. Once you recognize what they need, you can start crafting content to fill those needs. And that content can be created for free. For instance, if your product is hairspray, the most obvious shared trait of your target market is that most people who use it have hair. And while your endgame is to get them to buy your product, first, you must provide them with interesting information.

Content for people with hair might include Facebook posts about healthy hair care tips or hair styling trends. Once you have proven yourself knowledgeable and helpful regarding everything hair, your client base will learn to associate your brand with their haircare-related needs. Just don’t make the mistake of using your voice to hard-sell from the start. In an age where people actively search for content instead of passively listening to whatever you have to say, share-of-voice has to be earned.

On a Limited Budget—

Develop an email newsletter. You can either create the publication in-house using a free or low-cost service such as Constant Contact, RatePoint or MailChimp, or hire a professional to produce content-rich information to distribute on a regular basis. But beware of the most common pitfall to this practice—believing you will have time to do this chore yourself, in addition to running your business or nonprofit organization. The road to social media success is paved with good intentions.

Another budget-friendly, content-heavy idea is to blog. Don’t be intimidated by the thought of writing 300-500 word articles and then pointing to the posts via social media websites. If your tweets and status updates are content-rich and optimized, you will be well on your way to establishing yourself as a trusted leader in your field. And trust is the foundation for establishing lifetime relationships with customers, donors and friends.

The Sky’s the Limit—

Don’t forget about the real world. As reliant on technology as we have become, most people still prefer the warmth of a handshake to the cool touch of a keyboard.

In fact, according to MSNBC New.com, “People prefer colonoscopies to computer upkeep.” So don’t relegate all of your marketing efforts to the Internet.

Here are some real world ideas:

  1. Sponsor a workshop, conference or industry event.
  2. Accept invitations to speak in public about your area of expertise.
  3. Produce an informational brochure. But resist the urge to use the piece to promote your product. Instead, simply provide content along with your logo, slogan and contact information.
  4. Papaya.

Until next time, I’ll be Bowling for Business.

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Bowling for Business: Show and Tell

For maximum marketing impact, use copy as well as images.

This column first appeared on RIMOFTHEWORLD.net on January 3, 2011.

My favorite day of the week in Mrs. Stanley’s first grade was Friday because that’s when we got to do Show and Tell. Since we had three dogs, a turtle and several fish, and because I loved having an excuse to bring pets to school, I was set for weeks. But my love of the activity extended to other classmates’ treasures as well:

  • Brian made a belt out of paperclips, which he fastened to his chair as a sort of makeshift restraining device.
  • Dawn had a watch with interchangeable face plates and bands, to match every outfit in her extensive closet.
  • Chad routinely forgot to bring anything from home, so he often stuffed part of his lunch into his boot before recess so he would have something to share later in class.

As we begin marketing in 2011, I contend the most successful advertising and public relations’ campaigns will hearken to this elementary-school standby. After all, it is widely believed the use of pictures along with words increases brain activity and aids learning.

  • According to Head First Labs, “When words appear within a picture, or there is a combination of words and a picture, our brains try to make sense of how the words and the picture relate. When more neurons are firing, there are more chances for your brain to get that this is something worth paying attention to.”
  • Researchers from Boston University School of Medicine found that pictures allow patients with very mild Alzheimer’s disease to better recognize and identify a subject compared to using words alone.
  • Swish Video contends that people remember merely 20% of what they hear, 30% of what they see and an incredible 70% what they hear and see. So, to effectively promote your product or service, no matter your audience, make sure you do both—show and tell.

For Free—

If you are handling your own marketing and public relations, make much of pictures. Many entrepreneurs understand their own products to a fault. Don’t forget to “dumb down” technical jargon when marketing your product or service so it makes sense to the buying public. One way to do this is with pictures:

  • With blog posts, for example, upload an image and restrict copywriting to a caption. This will remind you to be brief. As a rule, blog posts should contain a maximum of 700 words.
  • Include a photo or illustration with every press release you write. If you have not yet mastered the art of uploading a jpeg from your desktop to an online platform, figure it out. Like it or not, the Internet is here to stay. So don’t let technology stand in your way.

On a Limited Budget—

  • Pay a little extra to include artwork in your advertising. It will be worth it. In fact, if you only have enough cash to buy a small ad, ax the text. No one has time to sift through a sea of words anyway.
  • Experiment with video. You can get a hand-held video camera for about $100. Buy one. Take it to work and start filming anything and everything. Then, edit and upload short, educational bits to YouTube.
  • If the idea of making a video is overwhelming, start with a slideshow. Use a platform like Vimeo, Animoto or Kizoa, which will enable you to use still photos to create short video pieces set to music.

The Sky’s the Limit—

Zappos.com recently reported a 6 to 30 percent increase in sales on items that are accompanied by a video. Quality video content, with correct tagging and intelligent distribution online, has tremendous power to reach wide audiences for two reasons:

  1. Video is a powerful medium for contacting and communicating on a human level.
  2. Video is a powerful tool for engaging search engines.

So hire someone to produce, tag and post short, professional videos for use with press releases, ads, websites and social media platforms. But make sure you keep the clips short or they will likely go un-clicked.

Still unconvinced? Imagine how much more interesting this particular column would have been if it had been accompanied by a video of Show and Tell in Mrs. Stanley’s first grade class circa 1969.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Top 11 Marketing Tips for 2011

How to Market Your Business in 2011

This column first appeared on RIMOFTHEWORLD.net on December 20, 2010.

I have to admit my personal New Year’s resolutions for 2011 are the same as they were in 2010—lose weight; save money; be a better wife, mother, daughter, grandmother, neighbor and friend. I long for the day when I achieve my nebulous goals so I can draft a fresh, new list.

When it comes to business, I find it easier to establish innovative objectives. So please allow me a departure from my usual column-format to share what I believe to be the top 11 marketing strategies for the New Year:

1. Public Relations

Admittedly, I might be prejudiced, since this is my field. But I maintain the single most important tool in any entrepreneurial chest is public relations. After all, PR is about projecting a positive image, so it is universally applicable.

But how should you approach PR in 2011? Perhaps counter-intuitively, to market in the modern era, you need to return to an old business stand-by: the press release. Retooled as a Social Media Release, this approach remains the single most effective way to boost Search Engine Optimization. Because you can select keywords for each release and post to an online newsroom, Social Media Releases are far superior to the standard press release model.

2. Email Marketing

Although some pundits predicted that social media marketing would replace the use of this time-tested tool, don’t expect email marketing to go away. It is still the best way to reach your target market. In 2011, make sure you’re using the new tools provided through most email marketing companies, such as surveys, bounce-reports and social media tie-ins.

3. Social Media

For those of you who were waiting for the demise of social media, it’s time to give up the ghost. We’re living in a brave new world where Facebook, Twitter and LinkedIn are as much a part of the landscape as business cards and email addresses. So, if you have somehow managed to avoid setting up a social media account for your business up til now, do so in 2011.

4. Videos

My family and I finally caved in and purchased the new TiVo Premiere. I am blown away by our newfound ability to watch YouTube videos on our living room television set. We no longer have to crowd around a PC to access music videos, podcasts and MP3 files. The drawback to this type of technology is that the inferior quality of amateur videos now stands in sharp contrast to professionally-produced commercials and short films. So hire a professional to write, direct and post videos that have the potential to go viral.

5. Promotional Marketing Items

Everyone loves gifts…even you. So don’t underestimate the value of providing people with nifty trinkets that show you care while promoting your brand. Unless you’re rolling in the dough, think simple and cheap. Favors can be very inexpensive—something as simple as pen with your logo on it, a pin or sticker, or an individually wrapped chocolate. For just a few pennies per item, you will make a great impression.

6. Branding

Don’t stop at giveaways. Use every available opportunity to build your brand online and in the real world. Make sure your logo and slogan appear on everything from your email signature to the sign outside of your shop.

7. Website Strategies

If you haven’t already done so, convert your website so it no longer functions merely as an electronic brochure. Shoot for an update that encourages website visitors to interact instead of passively peruse.

8. Direct Marketing- Knock on More Doors in the New Year

The shine is off the penny for teleconferencing and Go-to-Meetings. Since, by now, most businessmen and women understand how to navigate the world of the webinar, to stand out in 2011, you will need to abandon all things electronic and at least offer to give your clients some face-time.

9. Support your Community

This topic is so important that it actually merits its own column. So we’ll cover it more in detail in time. But suffice to say it is imperative you support the businesses located adjacent to your own. Buy local and encourage others to do so. Join the Chamber of Commerce. Volunteer to serve in leadership positions wherever you are able.

10. Do Pro-Bono Work

Again, this is critical. So we’ll discuss the topic more in future posts. Demonstrate your personal commitment to support causes that matter. Pro-bono work shows that you care about more than your own bottom line.

11. Have Fun

Try not to take yourself too seriously. Try to remember why you went into business for yourself in the first place. If you aren’t having any fun, it will show in your product or service. And if you take steps to make changes in 2011, you might be able to come up with a new list of business resolutions for 2012. Happy New Year!

Until next time, I’ll be Bowling for Business.

Bowling for Business: Holiday Gift-Giving—Think Outside of the Box

There is value in sending personalized holiday cards to clients

This column first appeared on RIMOFTHEWORLD.net on December 6, 2010 and in the Biz Press on December 8, 2010.

Making a trip to the post office during the holiday season used to be an exciting venture. Eager to read hand-penned personal greetings and catch up on news about family, friends and business associates, I braved the crowds and returned home to tear into elegant, foil-lined envelopes with quivering fingers.

Such is no longer the case. These days, pre-printed postcards, generic newsletters, stamped signatures and email blasts communicate one central theme—that the sender is too busy to take time to communicate directly to me.

So when it comes to sending a Christmas, Hanukkah or Kwanzaa greeting this year, I have one recommendation for you: make it count.

Rest assured you can do this regardless of your budget.

For Free—

Although you can create an email card for free, in this case, the adage applies: “You get what you pay for.” After all, if you are able to do a quick Internet search to locate free e-cards, so can your intended recipients. And do you really want to communicate to them that they are worth nothing to you? Better to skip the holiday greeting altogether.

If, instead, you opt for an inexpensive gift, set a realistic budget and stick to it. But don’t be cheap. Giving away pencils that cost .19 apiece communicates that you are either a skinflint or in dire straits, neither of which is your likely goal. Better to send a nice card than a cheesy trinket.

It’s perfectly acceptable to opt for a greeting card. Just take the time to personalize it instead of assigning the task of rubber-stamping your signature to a junior staffer. While it’s not necessary to invest both time and money to create a holiday greeting, you should do one or the other.

Boxed gift cards are available at just about every possible price-point and in just about every discount mart, supermarket and drugstore. Select something that is both professional and appropriate for your line of work. For example, if you own a restaurant, you could send cards that feature mouth-watering photos of food. But this is probably not the case if you own a string of laundromats.

On a Limited Budget—

Since we live in an increasingly electronic world, there is nothing wrong with sending an e-greeting, as long as it has been customized for you. This is especially appropriate if you own an Internet-based business. If you decide to go this route, don’t go it alone. Instead, hire a designer to incorporate your company logo, slogan and personal sentiments.

After all, no matter how altruistic your holiday benevolence, recognizing your customer-base during the holidays is, at its core, a marketing endeavor. After all, gifts (which are not considered to be entertainment) are legitimate, tax-deductible business expenses. Please check with your accountant or tax professional for details and limitations.

Another popular budget-friendly idea is to donate to a charity. Give your clients a list of three or four charities you’d like to donate to on their behalf and let them pick the one they like. This way, the business gets the tax write-off. So it’s a win/win for everyone.

Again, I make no claim to know anything about business accounting. So, where tax deductions are concerned, please check with someone who knows what they are doing. I recommend Ron Drake of TABS.

The Sky’s the Limit

If you choose to purchase gifts for your clients this holiday season, select something that will expertly promote your brand while appealing to the kid in all of us. Granted, this is a tall order. But nobody ever said it was easy to play Santa Claus.

The same rules apply to gift-buying in the business world as they do at home: it’s the thought that counts. So think through your options before slapping down your credit card:

  1. Would you like to receive the same gift? If not, why would your vendors, customers and cohorts want one?
  2. Is the idea fresh or stale? Several years ago, the “it” gift of the season was a digital picture frame. These days, even the electronically-challenged have figured out how to upload their SD Card to create slide show screen savers on their PCs or laptops. So try to select a gift that is timely.
  3. Some gifts stand the test of time because they are good. Don’t be afraid to buy something your clients might already have.

Case in point? Pens.(Pun, intended.) Sure, everyone has one. But there is no such thing as having too many writing utensils. They are easy to personalize, simple to store and inexpensive to mail. In fact, the perfect pens might be just the ticket for reviving frenzied holiday-trips to the post office.

Merry Christmas and Happy New Year from all of us at Mountain Marketing Group. Until next time, I’ll be Bowling for Business.

Bowling for Business: Forget the Fine Print

This column first appeared on RIMOFTHEWORLD.net on November 22, 2010 and in the Biz Press on November 24, 2010.

When writing promotional copy for your product or service, less is more.

When I was in sixth grade, Mr. Khouri called my parents for a conference because, although I was excelling in Honors’ English, I was failing math. Since he wrote math problems on the chalkboard, he and my mother and father decided the solution was a giant pair of gold-rimmed aviator eyeglasses that made me look like John Denver. Not a fan of that particular fashion statement, I often “forgot” to wear my glasses or “accidentally” dropped them behind the back tires of our Pinto or “absentmindedly” flushed them down the toilet.

Unfortunately, there was a seemingly endless supply of hideous replacement frames at LensCrafters, which arrived in rapid succession…each pair unbelievably more hideous than its predecessor. This pattern continued until I finally earned enough baby-sitting money to buy contact lenses.

The horror of it all is probably why I refuse to acknowledge my increasing need for reading glasses. For months, I have been complaining to my family that every food manufacturer, magazine publisher and pharmaceutical company has recently, inexplicably reduced the size of the printing on their products.

Unwilling to consider that the problem might lie with me, I decided the logical thing to do was to start ignoring instructions. After all, at my age, I already know how to lather, rinse and repeat without having to read it on the bottle. Turns out, I am not alone.

With so many things competing for our time and attention, most of us are too busy to breathe. Rather than enjoying the luxury of leisurely pouring over every detail in each article that lands in our email inbox, we are lucky if we have time to skim headlines.

But, ironically, when it comes to creating content for others to read, most business professionals write website content and brochure copy as if their readers have nothing but time. So, if you have something you want to say to current and prospective clients, customers, guests, diners or donors, eliminate the fine print.

For Free—

When money is tight, you might be forced to do your own marketing. If this is the case, be brief. Without benefit of a professional writer or editor, and since you’ll be writing about something with which you are intimately acquainted, you will probably be prone to ramble. So here are a few words of advice:

  • Write whatever you want in a stream-of-consciousness style. Don’t even worry about adding punctuation or breaking your thoughts into paragraphs. Just get it all on paper.
  • Tear up what you wrote. That’s right. Toss it. Don’t worry. You know the material. Creating a disposable first draft will help you stay on track with your second.
  • After you finish writing your second draft, reduce it by at least 50%.
  • Then, get a second opinion from someone outside of your industry, who can alert you if you unwittingly used insider terminology.
  • Use plenty of headlines, sub-headings and bold print to divide copy. Nothing turns off readers more than an endless sea of words.

On a Limited Budget—

Hire a freelance writer. If you are preparing a newspaper advertisement, find someone who specializes in writing punchy ad copy. If you are producing a corporate brochure, commission a professional who specializes in formal business writing. Few writers excel at all styles. And the benefit of using contracted professionals is your ability to hand-pick the right people for every project.

The Sky’s the Limit—

Hire someone to create a campaign centered on a very clear message. The more you try to say, the more you will dilute your message. Take a cue from these successful ad campaigns, and associated short-slogans:

  • Nike: Just do it.
  • Mountain Dew: Do the Dew.
  • Kay Jewelers: Every kiss begins with Kay.
  • Burger King: Have it your way.
  • KFC: Finger-lickin’ good
  • Taco Bell: Think outside the bun.
  • Bounty: The quicker thicker picker-upper
  • Subway: Eat fresh
  • BMW: The ultimate driving machine
  • Avis: We try harder
  • AT&T: Reach out and touch someone
  • Visa: It’s everywhere you want to be
  • Skittles: Taste the rainbow
  • Yellow Pages: Let your fingers do the walking
  • Miller Beer: It’s Miller time.
  • Home Depot: You can do it. We can help.

And, my personal favorite—LensCrafters: Eyes love LensCrafters. (Hey, I never said a slogan had to be true in order to succeed.)

Until next time, I’ll be Bowling for Business.

Bowling for Business: The Pay it Forward Proposition

It pays to pay it forward.

This column first appeared on RIMOFTHEWORLD.net on November 8, 2010 and in the Biz Press on November 10, 2010.

I don’t think I’ve ever seen a more depressing movie than Pay it Forward.

Spoiler Alert: Although the premise of doing things for the sole purpose of making the world a better place to live is one I support, I wish the screenwriters would have framed the story in something other than the murder of a 11-year-old cherubic everyman played by Haley Joel Osment when he was still adorable (before his voice changed).

With that said, paying it forward is worthwhile not only in Hollywood but also in the real world…especially in business. The general idea is to selflessly give to three people without expecting anything in return. Then, the three people you help should do the same until the impact is felt in large scale. It’s a small but revolutionary idea. And I can’t think of a better time than the holidays to give it a try.

I propose you use whatever line of work you are in to pay it forward in your own little corner of the world. If you take the time to open your eyes, you’ll discover that opportunities abound. And they come at several different price-points:

For Free

One of the services we offer at Mountain Marketing Group is ghost-writing for social media accounts such as blogs, Twitter, Facebook and LinkedIn. Our goal is to build a foundation and then teach our clients how to build on it by maintaining the accounts on their own. Although many choose to retain us in lieu of riding solo, most enjoy the process of learning how to provide industry-specific, valuable content to the folks in their target market.

But we usually have to repeat our social media strategy numerous times before it actually starts to sink in. Experts in my field agree the ultimate goal of social media is to contribute and engage instead of directly selling. But providing something for nothing is counter-intuitive to savvy business professionals who generally measure success by terms like ROI and “the bottom line.”

Like it or not, we are living in a brand new world, where we can no longer pretend we have cornered the market on anything! The Information Superhighway has made it necessary to honestly represent your offerings. But don’t worry; sharing information will not make you irrelevant. On the contrary; you will emerge as a leader in your field. For example:

  • If you sell soap, write blogs about secret ingredients and tools of the trade. Don’t worry; you won’t reveal anything that isn’t already posted online.
  • If you teach Latin, tweet key phrases and uses for the dead language.
  • If you make blankets, provide Facebook status updates when fleece and flannel go on sale.

According to a September 2010 Study by Pew Research, 54% of people conduct online research before buying anything…regardless of whether they end up making the actual purchase in the real world or in Cyberspace. So providing information to fuel their inquiries is a great way for you to pay it forward.

On a Limited Budget

Use some of your profits to fund a charitable organization. While I can’t show you a ledger to prove the value in contributing outside of your own firm, I can personally testify to the benefits (both personal and financial) of paying it forward by giving. Since we are near year’s end, perhaps the idea of donating is a tad more attractive now than at other times? Whatever it takes, go with it. Put your money where your mouth is.

The Sky’s the Limit

Sponsor a charitable event. Since sponsorship usually comes with PR-related perks like corporate attribution and public acknowledgment, some may argue this is not a true “pay it forward” activity. But I maintain you are paying it forward whenever someone else is the beneficiary of your benevolence. So select any organization that makes sense to you.

Call the executive director to set up a meeting so you can determine the needs and availability of the organization. Now more than ever, non-profit groups are in need of folks to pay it forward. According to SiloBreaker, due to the recession, donations to our country’s 400 largest charities declined this year by 11%. And that figure is even more depressing than fictionalized homicide.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Miscommunication Situation

Communication is critical in all forms of advertising.

Make sure you network the right way in the right place.

This column first appeared on RIMOFTHEWORLD.net on October 25, 2010 and in the Biz Press on October 27, 2010.

While saving money to return to college my sophomore year, I did a short stint as an international flight attendant with a little-known charter airline called Arrow Airways. I was delighted to work one particular flight from Denver, Colorado, to Gatwick, England because one of my fellow crew members was a hunky Italian named Alberto.

When we landed, I quickly accepted his invitation to join him for dinner. Although his accent was thick, I was sure he said he would be taking me to an Italian restaurant called Apple Luigi’s. So imagine my surprise when we arrived at our destination in downtown London, which was not a fine Italian eatery called Apple Luigi’s but a gay men’s club called Harpoon Louie’s.

Why would I share this humiliating story? Because the lessons I learned apply to successful networking for business:

  1. Shut up and Listen.
  2. Kill the Agenda.
  3. Check your Six.

Shut Up and Listen

Instead of just waiting for your turn to talk, pay attention when you are chatting with someone. If you practice active listening, you will stand out because most people approach networking events with mouths open and ears shut. If I had spent more time listening to Alberto instead of trying to impress him with flirty banter, I might have ascertained that he was not a viable romantic prospect.

More recently, I participated in a speed-networking event where organizers asked participants to rate fellow networkers. The top three had this in common: they listened more than they spoke. If you want people to think highly of you, listen to them.

Kill the Agenda

Entrepreneurs often have “Type A” personalities who like to manage everything, often to their own peril. The reason I was surprised by Alberto’s revelation is because I came to the party with my own romantic agenda. But even though my time at Harpoon Louie’s isn’t what I had expected, I ended up meeting lots of interesting people. So, even though I had to find my own ride back to the hotel, the evening wasn’t a total waste.

Try to make the best of your circumstances because you never know what might unfold. Buckminster Fuller called this phenomenon the Processional Effect. As a Christian, I call it the Sovereignty of God. Whatever your belief system, try to let things happen naturally instead of trying to control the world. You might be surprised to make a friend, land a new client or learn something new.

Check your Six

Make sure you’re in the right place. Although you should go with the flow no matter where you end up, try to start off somewhere that makes sense. Before selecting networking groups to join and events to attend, figure out if regular attendees fall into your target market. Since I was interested in meeting someone I could date, Harpoon Louie’s was not an ideal location.

The good news is you don’t have to learn these lessons the hard way. Take a tip from me and network for maximum results on any budget:

For Free—

When it comes to finding places to network, think outside the box. Networking opportunities don’t occur only at official mixers that are labeled “Networking Event.” You can meet potential clients, customers and associates literally anywhere and everywhere…in the real world as well as Cyberspace.

For those who regularly read my columns, please allow me to repeat myself. The most effective way to network for free is online. Join and maintain social media accounts like Facebook, LinkedIn and Twitter. And, above all else, remember to be the same person you are online as you are in the real world.

On a Limited Budget—

In this troubled business economy, when time and money are often in short supply, carefully select which networking groups to join. Instead of spreading yourself too thin by signing up for several organizations, start small. Join one group and take a leadership role. Arrive early and stay late. Volunteer to help set up and clean up so people see you as an active member.

The Sky’s the Limit—

If the funds are available, sponsor your own networking event. This will position you as a leader in the business community and enable you to hand-pick attendees from your own target market. And you can host the event wherever you want…from Apple Luigi’s to Harpoon Louie’s.

Until next time, I’ll be Bowling for Business.

Bowling for Business: How Not to Suck at Social Media

Take steps so you won't be a social media spoil-sport.

This column first appeared on RIMOFTHEWORLD.net on September 27, 2010 and in the Biz Press on September 30, 2010.

For reasons I will never be able to explain, in seventh grade, I joined the girls’ basketball team. I was just 5′ 2″ and about as athletic as an armchair. But, all the same, I woke up every morning while it was still dark and walked to Goddard Junior High School to stumble through drills and miss free throws. Although I sat on his bench the entire season, the head coach never learned my name. In fact, he even called me Jackie at our end-of-the-year banquet. Looking back, I wonder why my parents didn’t tell me I sucked. Didn’t they realize it is sometimes necessary to be Cruel to be Kind?

The same is true of social media. So please allow a departure from my regular column format this week. At risk of offending, I would like to share tips intended to keep you from missing the mark in your efforts to engage in social media.

Top Five Mistakes to Avoid in Social Media

1. Don’t ask connections to write you a recommendation on LinkedIn.

Sure, the option is there: “Can you endorse me?” But there is also a poke button on Facebook. That doesn’t mean you should use it. Instead of fishing for referrals, why not proactively write unsolicited recommendations for your own connections, thereby guilting the recipients into returning the favor? Once they see your glowing review, they will likely respond in kind.

2. Don’t tweet about what you’re eating.

If you aspire to leverage social media for business, eliminate the mundane. When it comes to your meals, unless you’re dining with Anthony Bourdain or ARE Anthony Bourdain and you’re trying deep fried monkey toes (eaten off the bone), your menu probably isn’t worthy of a post. That’s not to say it isn’t relevant to tweet or post about a good restaurant, an interesting dish or a great recipe. But, “had meatloaf again” doesn’t cut the mustard.

3. Don’t complain about your job, your boss or your relationships.

You might have had a rough day. But unless you want to be Debbie Downer, get over yourself. Using social media websites to complain is not only in poor taste but it can actually cost you your job. The now infamous Cisco Fatty incident is a cautionary tale about loose online lips sinking ships. A 22-year-old at UC, Berkeley, tweeted:

Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

A Cisco employee saw the post and responded with his own tweet:

Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the Web.

To keep yourself in check, assume everyone you know is parked in front of their computers reading your status updates and Tweets in real time. They probably are.

4. Don’t use your social media accounts to SPAM.

Does anyone really think that a constant stream of impersonal tweets that address half a dozen Twitterati saying, “Hey, you, check out this product,” will really attract anyone who cares? Have you ever read such an ad and clicked through to buy the product?

Abusing social media channels is as offensive as spamming email inboxes. At the risk of being redundant, let me remind you that social media is about engagement. You need to interact and react instead of blasting your message. Pay attention to what others in your network are saying. Be part of the community that cares enough to share. The most important thing to remember is that social media engagement takes time, just like building relationships in the real world.

5. Don’t be a lurker. Vote for your social media pet peeve.

This column was never meant to be a one-way conversation. So I would love to take the opportunity to invite you to participate in the discussion by suggesting point number five for this article. Please comment with your own social media horror stories. I would love to hear from you. What irritates you the most about social media?

Come on. You can do it. How else will we figure out how not to suck?

Until next time, I’ll be Bowling for Business.

Bowling for Business: Set Yourself Aside

Consider your target market's perspective.

This column first appeared on RIMOFTHEWORLD.net on August 30, 2010 and on the Business Press on September 1, 2010 and the Press Enterprise on September 4, 2010.

It was a bonehead move for my counselors at Summer Fun Day Camp to take a van full of impressionable seven and eight-year-old kids to see the 1971 Vincent Price horror movie, The Abominable Dr. Phibes. Filling my nightmares for years, the film featured a disfigured physician methodically killing the surgeons who had failed to save his wife following a car accident.

One scene in particular sent me repeatedly running to my parents’ room in tears. Dr. Phibes juiced Brussels sprouts and drilled a hole through the ceiling above his victim’s bed so he could pour liquefied vegetables all over her body. Then, he sent a swarm of hungry locusts to crawl down a tube, where they devoured her entire body.

I recently purchased the movie so I could face my fears some 40 years later. Instead of a hideously scary, realistic portrait of terror, as I had recalled, my second viewing revealed a hokey, campy farce. The Brussels sprout scene, in particular, is absurd. The locusts ate all but a cheesy plastic skeleton and her entire head of hair. It was all so preposterous that, as an adult, I couldn’t help but laugh out loud.

It all boils down to perception. Teenage counselors probably didn’t realize the movie choice would freak out their campers. To select more suitable fare, they should have looked at the field trip from our perspective. This is a concept I share with clients, who often choose advertising campaigns based on their own opinions and experiences instead of the needs, ideas and prejudices shared by potential clients and/or donors.

“I like this kind of advertising. So I’m sure my clients will like it, too,” explained one Mountain Marketing Group client.

“That’s fine,” I told him. “But let me ask you something. If you didn’t own the company, would you be in your own target market? Is this a product that you would buy?”

“Well, I have an iPod.”

“Yes. You have an iPod. But is your best customer a middle-aged white male who will buy one or two sets of headphones in his lifetime, or is it someone else?”

“I’m not selling to the end consumer. I’m selling to wholesalers who buy in bulk. And most of the buyers are girls in their 20s and 30s.”

It was then that he had his aha moment, realizing that the methods that persuade him may not be the same as strategies designed specifically to reach potential customers in his target market. A typical entrepreneur, intimately involved in every step of the business, from conceptualization to manufacturing to marketing, Rick found it difficult to set aside his own frame of reference. But once he agreed to do so, we were able to launch an effective social media campaign that catered to his customers instead of to him. And you can do it, too.

For Free—

To gain fresh perspective, ask for outside input. You can do this even if you run a one-man (or one-woman) show. Just make sure you ask the opinions of people who fit your Ideal Client Profile (ICP).

In The E-myth Revisited, Michael Gerber says business owners are often too close to their own enterprises to accurately identify the best overall picture of their own ideal clients. So make sure you ask around. It might take some detective work. And bear in mind that it’s entirely possible your current customer list does not yet include your ideal client.

On a Limited Budget—

When funds are tight, take advantage of books on tape, DVDs and webinars, which provide ready access to the best business and marketing minds in the world. Here are a few authors I recommend:

Ken Blanchard: The One-Minute Entrepreneur

Seth Godin: Free Prize Inside

Guy Kawasaki: The Art of the Start

The Sky’s the Limit—

With effective market research, you can determine the need for your service, a product’s likelihood to sell, target-market demographics, and desirable storefront locations. There are numerous ways to uncover this information—from online research to focus groups to counting customers. When money is no object, the most effective method for determining and catering to your ideal client is to hire a market research firm to compile data and prepare a report.

Here are a few options:

Market Research.com claims they have the best research offerings and expertise to make sure you get the right report every time. They do.

Vizu offers a full suite of customer-focused online market research survey solutions.

Polldaddy—software for data collection, which is more affordable than hiring a market research firm to handle everything for you. Polldaddy gives you the ability to collect data about virtually everything, from how to promote your product or service to evaluating age-appropriate entertainment options for skittish seven-year-old campers.

Until next time, I’ll be Bowling for Business.