Top 5 Secrets of Successful Direct Mailers

Savvy marketers know that direct mail offers a cost-effective and potentially profitable marketing method -- but in order to work, it must be done right! In fact, some of today's most innovative and creative advertising is sent through the mail, according to Entrepreneur magazine.

An effective direct-mail campaign can accomplish several goals, including:

• Generating leads


• Attracting new customers


• Engaging with current customers


• Expanding the reach of your brand


• Producing profits

Here are the top five secrets of successful direct mailers.

1. Focus, Focus, and More Focus

The success of any direct-mail campaign depends in large part on your audience, so you need to target the right people. A direct-marketing rule known as the 60-30-10 states that 60% of success depends on the list, 30% depends on the offer you present, and 10% lies in creative elements. This highlights the importance of choosing the right list for your mailing.

If you're building your own list, start with your past and current customers. After all, they're a known factor -- they've purchased your product or service before, and you probably already have all of their info. (If you don't, now's the time to start collecting it!)

If you're purchasing or creating a list, consider your target audience's characteristics carefully. Who's your "ideal" customer? Look at demographics such as age, gender, locale, interests, buying patterns, climate, and leisure activities when compiling your mailing list. The more specifically targeted you can get, the better.

2. Keep it Updated

If it's been a while since you updated your customer data, a direct mailing is a good place to start. People change addresses more than you might think! Simply add a request for address corrections onto the label; the post office will send undeliverable mail back with the recipient's new address. It costs a bit more, but doing this at least once per year keeps your database updated.

3. Determine Your Goal

What do you want this particular campaign to achieve? Do you want to generate orders, build your brand, or produce leads? Setting a clear, measurable objective will help you drive the creative portion of your campaign. If your goals are too broad, your message is likely to be vague -- and less effective -- as well.

4. Grab their Attention

You only have a few seconds to grab their attention -- and if you don't, they won't even open the envelope. Take a look at your own mail; what are you most likely to open? Are you enticed by offers of "FREE MONEY!" or "AMAZING PRIZES!"? Probably not, and your audience is similarly jaded to cheesy, gimmicky headlines. Instead, pique their interest with a creative headline, interesting use of color, a hand-addressed envelope, or a bit of humor. In other words, go for elements that stereotypical "junk mail" doesn't have.

5. Develop a Relevant Offer

Now that you've gotten your customer to open the mail, present them with an offer that appeals to them. Here's where knowing your audience is key. Be brief, but include the information they need to make an on-the-spot decision. Why do they need your product? How will your service benefit them? Testimonials from satisfied customers can be powerful in this capacity.

Above all else, make it easy for them to respond. Provide multiple contact channels, including a website, email address, and phone number, but don't leave it at that. Always (ALWAYS) include a call to action. Tell them to call, email, or visit your website. Remember, if you don't tell them what you want them to do, they simply won't do it.

Oh, The Places You'll Go (In Business)

Congratulations!
Today is your day.
You're off to Great Places!
You're off and away!

You have brains in your head.
You have feet in your shoes.
You can steer yourself
any direction you choose.
You're on your own. And you know what you know.
And YOU are the guy who'll decide where to go.

You'll look up and down streets. Look 'em over with care.
About some you will say, "I don't choose to go there."
With your head full of brains and your shoes full of feet,
you're too smart to go down any not-so-good street.

And you may not find any
you'll want to go down.
In that case, of course,
you'll head straight out of town.

...
And when things start to happen,
don't worry. Don't stew.
Just go right along.
You'll start happening, too.

OH!
THE PLACES YOU'LL GO!

The opening lines of Dr. Seuss's Oh, the Places You'll Go! have been read by graduating students, entrepreneurs, and business professionals alike. The words are inspirational, calling upon each of us to contemplate what we're capable of accomplishing. Even the most monotonous worker will find that the language can stir something deep inside them, propelling them to try to accomplish great things. Beyond just the immediate emotions the words stir within the reader, however, Dr. Seuss's wisdom about success and inspiration also rings true at a much deeper level.

You're on your own. And you know what you know. / And YOU are the guy who'll decide where to go.

Business leaders need to have confidence in their own knowledge and direction. When you're at the helm of a company, you cannot rely on others to tell you what you can accomplish or what direction your should take. It doesn't do your business any good to copy another company, no matter how successful that company may be. Instead, use the knowledge and experience you have about your industry to plot your own course. Find a specific industry niche that you can uniquely fill and work to build a company with that specialty in mind.

With your head full of brains and your shoes full of feet, / you're too smart to go down any not-so-good street.

Like anything else, there are plenty of ways to cheat in business. There are ways to take advantage of people, to steal, to doctor books. While taking these shortcuts might pay off in the short term, such actions can come back to haunt you in the long run. Major corporations have been brought down by uncovered cheating scandals. On a small scale, burning bridges with possible connections only makes it harder to build a business, not easier. You might find you need to change course, relocate and establish yourself elsewhere, or take some unbeaten paths to success, but that's ok. Don't be afraid to set off on your own path, even if it takes you 'straight out of town.'

And when things start to happen, / don't worry. Don't stew. / Just go right along. / You'll start happening, too.

It can be difficult to see everyone around you start to become successful. This doesn't mean you're a failure or that you won't succeed. If you're pulling in clients and slowly growing your business, you're on the path to success, and you will 'start happening.' Sometimes, it just takes a little time to see fantastic results. Be realistic about your goals and the progress of your company, but don't begin to despair over what others are accomplishing.

Dr. Seuss's words of wisdom can apply to everyone, from students to successful business leaders. Taking the time to listen to the entertaining rhymes can help inspire you and encourage you to accomplish your dreams. If you're looking for more advice or help with growing your business through marketing, reach out to us. We would be happy to help you get started on the right path.

Keeping in Touch with Your Customers -- Without Annoying Them

When you're trying to build your business, it's easy to get caught up in the thrill of the hunt -- for new customers, that is. However, as studies from the Harvard Business School show, focusing attention on existing customers and increasing retention rates by just 5% will increase your profits by 25% to 95%!

Of course, savvy business owners know there's a fine line between keeping in touch and being a bit... well... annoying, or even worse, stalky.

Put yourself in your customers' shoes: How many e-mails do you want to receive every day? How many phone calls do you want to take? Sure, persistence is important in cultivating your customer base, but overdoing it can prove counterproductive by annoying the very customers you're trying to reach. Here's how to find the right balance.

Make it Personal

Who doesn't like to receive a personalized card or handwritten note in the mail? There's a world of difference between sending out an impersonal flyer or form letter and a customized note printed on attractive cardstock. Which would you be more likely to open and read?

Send personalized updates on the "regular" occasions -- clients' birthdays, anniversaries, major holidays, and the like -- but also consider spicing it up a bit by sending a note or card when they don't expect it. After all, most businesses send appreciation cards and letters during the winter holidays, so that's just par for the course. Stand out by also picking a random date to surprise them.

Loyalty Programs

And speaking of dates, choose a day with significance for your customer -- like their birthday or the anniversary of their first major purchase from your business -- and use that occasion to automatically enroll them in a loyalty program. All you have to do is send an email letting them know you've enrolled them into your "VIP" program, or whatever you choose to call it.

Why automatically? Because a key to successful loyalty programs lies in making it as effortless for your customers as possible, without requiring them to take any extra steps or actions.

Artificial Advancement

The other key to successful loyalty programs lies in creating what's known as "artificial advancement" toward a goal or milestone. A 2006 study in the Journal of Consumer Research found that customers who received punch cards as part of a loyalty program were more likely to become repeat customers if they were given a head start toward reaching a goal. For instance, many coffee shops offer loyalty cards that give a customer a stamp for each coffee drink they buy, then reward them with a free drink once they've accrued 10 stamps.

Researchers found that customers were almost three times more likely to use their punch cards -- and spend money at a business -- if at least two stamps were already present on the card when they first received it. Apparently, customers like to feel that they're already well on their way to receiving awards!

Make Contacts Worth Their While

Whether it's in an e-mail, through a printed newsletter, or on a sales call, providing customers with information they can use adds value to your communications and eliminates the annoyance factor. Offering industry news, community updates, or other data that's relevant and useful to your customers goes a long way toward transforming the way they perceive your marketing efforts. A professionally written and well-designed direct mail piece sent a few times a year that's packed with info they can use is always welcome.

If you keep your communications relevant, concise, respectful, useful, and personalized, you'll never have to worry about being too persistent.

Picking Teams for Sports or Business: The Same Strategies Apply

Pickup games are the basis of many fond childhood memories -- or nightmares, depending on who you ask. Whether the neighborhood children preferred to play games of basketball, baseball, or hockey, standing in line while waiting for the 'captains' to select you could be pure torture. Those with a bit of athletic prowess would eagerly wait to see if they were going to be on the same team as their friends. Those with a bit less skill crossed their fingers that they wouldn't be picked last.

What made picking those teams so stressful

Children understand that the team you choose matters. The team will decide whether you'll emerge victorious or go home to dinner with your tail between your legs. Growing up, being picked first was an honor. It meant the other kids respected your abilities. Being picked last was something to be avoided.

Team captains would fight to fill out their teams with people who could successfully fill each position on the court or field. Even a casual game, like a snowball fight, needed players who had certain skills. No captain worth their salt would pick just anyone.

While those picked at the end might rather repress these memories, they do have to admit that the captains tended to know what they were doing. Those of us in business can learn something from them.

Why the team matters

Whatever the sport, the teams would work together to devise some kind of strategy under the leadership of their captain. Yet, no matter how talented that captain was or how genius their game strategies were, they couldn't win on their own. They still needed the talents and help of everyone else on the team. The same goes for business.

Countless startups get so wrapped into their vision and dreams for the future that they neglect building their own team to help them get there. However, just like a childhood sports team, a business won't succeed if it relies solely on the grand plans or talents of one person. As important as developing the ideas and plan for the company may be, carefully picking the team to get you there is just as (if not more) important.

Picking your team

Captains of sports teams pick players based on where they can play on the field. They work to get a variety of skills on the team. In baseball, it doesn't do much good to have a team of hitters if no one can field. Similarly, in business, it's important to pick members with various talents and strengths to create a complete picture.

Begin by outlining who is needed to help the business grow. Find people who share your vision and can help fill in your own gaps, so you can work on building your company's future. Different people will bring different ideas to the table, which will challenge you to develop and grow as a team.

Success for startups (and even more established companies) often depends heavily on the types of people the company founders surround themselves with. Fresh people bring fresh ideas, and no person can fill every role.

Rather than trying to be everything for your company, focus instead on building a strong team that can work together to take your company to the top. Just like the kids from childhood sports games understood, strategy and big plans will only get you so far. Sometimes who you pick will make the most difference.

When you're ready to build your marketing team, we can help you make smart decisions about your strategy and how your team will work to reach your customers.

Building the Main Street of the Past Into Your Modern Business

For many of us, the idea of the small town is iconic. For some, it embodies the place where they grew up or currently live. For others, it represents more of an ideal than anything based on personal experience. In any case, quintessential small town life presents a business model we all can learn from.

Main Street

Every small town, it seems, has a Main Street -- a place dotted with mom-and-pop shops, each with its own inviting display, encouraging people to stop in and check out their wares. The bakery or candy shop often has samples out front for people to stop by and taste as they walk down the street. The neighborhood grocer knows the patrons by name and has a variety of appealing fruits and vegetables right out front. The local cafe offers places for people to sit outside and engage with others as they pass by.

The 'Main Street' of the Internet

For many people, this real life type of Main Street is just a figment of their imagination or a distant memory of days gone by. Their reality is comprised more of national brands and busy shopping malls. What marketers have increasingly found, however, is that customers find it more appealing to shop on websites that contain many of the popular features of these once commonplace Main Streets than websites that don't. Even though the world has become more interconnected and people are increasingly more accustomed to the hustle of city life, the desire to feel welcomed into a place of business and valued as a customer never goes away.

What businesses can learn from the mom-and-pop shops of the past

The secrets to success for the shops of Main Street continue to work today. The stores of Main Street made every customer feel welcome to stop and check out their place of business right from the street. These welcoming shops would also offer a variety of samples customers could try in order to see if a particular product would work for them.

As you think about your own company, take a close look at your website, physical place of business, and advertising materials. Are each of these designed to encourage customers to see what you have to offer? Do you offer customers incentives such as discounts, free samples, or rewards for using your business?

One of biggest lessons that modern companies can learn from the past, however, is personalization. Main Street business owners took the time to learn the names of their customers and greet them personally when they entered the shop. You should strive to accomplish a similar effect online and off.

Start by keeping careful records of how customers use your website. Responsive sites that can remember what a customer looked at the last time they visited or what they bought in the past tend to encourage more repeat business than those that don't.

Train your in-store representatives to remember what customers say when they enter the shop to provide them with an individualized experience.

Such personalization can even extend to your marketing materials. For example, consider using variable data to personalize your direct mail campaigns and targeted mailings to reach niche buyers who may be interested in the products or services you sell.

While the ultimate Main Street might no longer exist for many people, the desire for finding welcoming shops that remember our names has not gone away. Incorporating as many of these values as possible into your marketing efforts can impress customers and help build relationships around trust and loyalty.

We can help you find ways to express these values in your marketing materials, so reach out to us today!

Add Pinterest to Your Marketing Strategies

As a savvy business owner, you're probably already using multiple marketing channels -- such as printed media, ads, and social media sites like Facebook and Twitter -- to get the word out about all that your company has to offer. But you may be overlooking one of the most popular and fastest-growing social sites of all: Pinterest.

If you think of Pinterest as simply a place to "pin" cute pictures of your dog or the handmade decorations from your kid's latest birthday party, think again. A 2014 consumer trends report from ShareThis shares a few (very) interesting Pinterest trends that should make any business owner who wants to take advantage of all possible marketing channels stand up and take careful notice, such as:

• Pinterest users grew by 58 percent in 2013, making it the fastest-growing sharing site, even beating out Facebook and LinkedIn.


• Pinterest is the third-largest social sharing platform.


• Sharing on Pinterest has outpaced sharing through e-mail, an especially notable development given that the platform has only been around since 2008.

And if that isn't enough to convince you, consider a 2013 study from Piquora that found that:

• Pins are 100 times more likely to go "viral" than tweets.


• The average pin drives $.78 in sales, a number that's on the rise.


• Pins continue to drive sales for 3.5 months, much longer than Facebook posts or tweets.

Piqued your interest yet? Here's how you can incorporate Pinterest into your print and digital marketing strategies and use this up-and-coming platform to drive traffic to your website, enhance your brand's online image, and boost sales.

Get Verified

First step: Verify your business. Not only does Pinterest's simple verification process prove that you are, indeed, who you say you are (i.e., adds to your trustworthiness), but it also allows you to take full advantage of Pinterest's on-site analytics features. Analytics provide an easy way to track what your customers are looking at and repinning, as well as what's getting repinned from your website. These metrics help your marketing team determine what's working and what needs improvement.

Visual Marketing

Using the right images is key to Pinterest success, so choose your pins carefully. Choose visually striking images that grabs viewers' attention and inspire them to repin. And think twice before using images that include faces; studies find that users are almost 25% more likely to repin a brand-related image if it doesn't include a face. Also of note, users tend to prefer images that are:

• Colorful


• Predominantly red, brown, or orange, rather than blue


• Of medium lightness, rather than very dark or mostly black

On a similar note, keep your pins focused on images you know will appeal to your target audience. One way to figure this out? Use analytics!

Targeting the Audience

Speaking of target audiences, another easy way to figure out exactly who's out there is by doing a bit of sleuthing on those who follow your business. What else are they pinning? What types of content are generating comments and conversation? These trends make it easier to pinpoint your ideal audience.

Another great tool: Following other boards with the same images. Pinterest allows you to "follow" other users that pin the same images on their boards -- and prompt them to follow you, too. Remember, the more you pin, the greater the chances of this happening.

User Friendly

Focus pin content on information that's useful to your target audience. Whether this is an industry infographic, a well-done video presentation, or even a great marketing book that you just finished, providing your audience with content that offers a solution or helps your customers will keep them coming back for more.

Finally, provide easy ways for your users to interact with you. Adding questions to your descriptions fields, such as "What could this be?" or "Have you ever used one of these?" opens up a conversation with your potential clients and helps build brand recognition and loyalty.

Honest Abe, A Cherry Tree, and Running a Successful Business

Quick: Name two of the most popular historic U.S. presidents. The first names that come to mind for most people are George Washington and Abraham Lincoln. These two presidents are well known for their leadership during tumultuous times in American history. But they're also known for their place in American folklore. Specifically, they have both gained reputations for being exceptionally honest.

George Washington and the cherry tree

According to the popular story, young George Washington was playing with his new hatchet when he killed his father's favorite cherry tree. When his father confronted the household about who had hurt the tree, young George quickly confessed, telling his father that he could not tell a lie. His father forgave him, reinforcing the importance of his son's honesty. George Washington carried this lesson about the importance of telling the truth with him the rest of his life.

Honest Abe

Before Abraham Lincoln became involved in politics, he was involved in a number of businesses. He bought a small store, was a lawyer, and served in Congress. In each of these positions, he became known as 'Honest Abe.' Stories abound about young Abe returning a few cents of change or tracking down customers to complete their orders if their requests were mis-measured. He carried this reputation as a reputable businessman with him to the White House.

What these two men can teach us today

Many people couldn't tell you the date the American Civil War ended, when Abraham Lincoln was assassinated, or when George Washington died. Despite these gaps of knowledge, most people would be able to tell you that these men were known for their honesty. Why is that? Because people value honesty in their leaders. They want to be able to trust the people they elect.

This also applies to their business leaders. When customers are looking for companies they want to work with or buy products from, they need to be able to trust that the company will provide them with the quality service they're expecting. They want to trust that the advertising they see is accurate and that if they have any kind of problem, they'll be able to get the situation addressed by a quality customer service team.

How you can show your honesty to potential customers

Since we all know customers are looking for honest businesses, it's important to display this characteristic in all our dealings with customers, especially online. Social media and websites make customer service and customer opinions very public, for all potential customers to see. This makes honesty and quality customer service even more critical.

As a business leader, it's important to monitor the web for discussions about your company to see what people are saying. If customers have legitimate complaints about the quality of service they received, make sure you do everything you can to make it right. This may include issuing refunds, providing coupons, and addressing other concerns.

Similarly, when you come across positive reviews, it's a good idea to send notes of appreciation or coupons to encourage repeat business and as a sign of thanks. Above all, you should strive to be above reproach when it comes to honesty.

People like knowing they can trust their leaders, whether presidents or business owners. Stories abound in the collective consciousness about the honesty of some presidents in particular. When you (and your company) gain the same reputation for honesty, you can also live in the public consciousness as someone worth following; and that's how customers are gained.

Social Media: American Idol for Small Businesses?

For thirteen years, American Idol has entertained the country by bringing would-be singers to the center stage and giving them a fair shot at becoming the superstars they believe they can be. Countless people have auditioned before a panel of very strict judges. Out of the masses, one singer rises to the top to win each season. It's from this show that popular stars such as Kelly Clarkson and Carrie Underwood have found their way to fame.

For most of these stars, American Idol really changed the game. Without the nationwide audience and opportunity to get in front of the camera, many would have struggled to find their "big break."

Most businesses can relate to this mentality. In the past, small businesses struggled to get their brands and names known within their community. The idea of finding a nationwide platform remained a pipe dream for the vast majority of companies. But just as American Idol has provided a new avenue for struggling singers, social media has changed the landscape for small businesses, too.

Social Media: A "Star" is Born

Social media offers small businesses the exposure they need to break out and become "stars" in their own right. With the rise of ecommerce, many companies can now do business with people thousands of miles away. Through Facebook pages, Twitter accounts, Google+, and the rest of the common social media channels available to them, these businesses are getting their message out and building relationships with potential customers across the globe.

Learning the Ropes

Unfortunately, not every company that sets out on their journey is going to make it to the top. The singers who audition for American Idol cannot just walk up to the judges and tell them, "Hi, I'm a fantastic singer. All my friends say so. You need to give me a ticket to the next round." Similarly, small businesses cannot just sign up for social media and expect customers to come pouring in to use their services. In both cases, people must sell their talents. The singers must prove to the judges that they have the skills needed to compete on the nationwide scale, and businesses must prove the same to their potential customers.

Rolling With the Punches

One of the factors that made American Idol so popular was the extremely harsh criticism that Simon Cowell famously dished out to nearly every competitor. Many people noted that while his words might even be described as cruel, they were rarely untrue. He said what many people thought but were too kind to say. It was the responsibility of each competitor, especially those who received his critique but remained on the show, to take what he said and learn from it before they sang again.

Many small businesses have quickly discovered that in social media few people feel much inhibition in making their opinions known. And some of those critiques would even make Simon Cowell blush. Learning how to respond to such criticism is an important skill to master. A key part of that response is deciding what feedback to take to heart and then making the changes needed to better serve customers.

Social media has given small businesses across the country the opportunity to reach clients in an unprecedented way. No longer are they confined to their local market, with distant hopes of one day striking it big. Just as American Idol has provided singers with a new way to showcase their talents, social media has done the same for companies looking to grow their customer base. Understanding how to take advantage of this opportunity and learn from it can make all the difference.

Don't Overlook SMS: Why Your Marketing Strategies Should Incorporate Text Messaging

Mobile text messaging, also known as SMS (for short message service), may just represent the next frontier in mobile marketing. Why? More than 4 billion people worldwide -- and 75 percent of Americans -- regularly send and receive text messages. With the recent announcement that social media giant Facebook is acquiring WhatsApp -- an SMS platform that allows users to send free text messages on smart phones of all kinds -- texting's popularity isn't likely to decrease anytime soon.

Here's why you should take advantage of this growing market and add SMS to your marketing strategies.

The Power of the Personal

In Internet years, text messaging is a virtual grandfather; after all, the technology has been around for more than 20 years. In fact, it's been around so long that a (mind-blowing) two-thirds of the Earth's population has access to it. Perhaps due to the well-established nature of SMS, many companies have bypassed it as a marketing strategy, probably in their rush to drive customers to the mobile-optimized versions of their websites.

However, as any marketing guru will tell you, customers respond best when a campaign engages them personally. That's where text message marketing comes in. Stats from Techipedia reveal that:

• 98 percent of all sent text messages are opened


• 83 percent of text messages are opened within three minutes


• SMS marketing campaigns boast response rates of up to 45 percent, as compared to email campaigns, which average a 6 percent response rate

Given these high response rates, using SMS seems like a no-brainer. Just send out a few well-worded messages to leads, and watch the sales grow -- right? Of course, there's a catch.

In order to be successful, text message marketing requires thoughtful implementation.

Effective Implementation of Text Message Marketing

Consider how annoying you (probably) find telemarketing calls, spammy-sounding emails, and all of that other marketing stuff you're constantly bombarded with but didn't sign up for. Same goes for SMS; no one wants to receive random or irrelevant text messages all the time. Add in the fact that some mobile users have to pay for each text message they receive, and the importance of only sending texts to those who've opted in becomes crystal clear. It's all about relevance.

Speaking of relevance, one of the most effective uses of text message marketing is keeping in contact with your existing customers. They've already tried your product or service and decided they like you. SMS offers a cost-effective way to keep in touch. Whether you're announcing a special event, sending a coupon code, or implementing a loyalty program, the judicious use of text messages keeps your company in your customers' consciousness.

SMS can also enhance your customers' experience. Text messages containing reminders, schedules, notices of last-minute availability, and even customer satisfaction surveys provide value to your customers while saving them time and hassles.

Appropriate Uses of SMS Marketing

Here are a few ways to incorporate text messaging into your marketing plan in a way that customers will appreciate.

Promotions and Sales: Send promo codes, coupons, and special event notices. Consider geo-fencing to send offers to opted-in customers when they come near your place of business.

Receipts: Sending receipts makes it easy for customers to keep track of spending.

Surveys: Customers can fill out surveys about their experience, providing you with valuable feedback.

Loyalty Programs: Make it easy for customers to join your loyalty program via text, and get information you need to develop detailed customer profiles that help your marketing strategies.

No matter what you're using SMS for, the key lies in creating an opt-in program and focusing on content that provides value to customers. Text messaging shouldn't be used to generate leads; instead, it should provide relevant information to interested customers.

Being the Apple of the Industry

When it comes to technology, few companies have enjoyed the branding success of Apple. In certain circles, they've cast themselves as the industry standard. Customers across the country line up for days to be the first to buy their latest products, even if their latest phone has only minor improvements over the previous one. Apple's products are so coveted that many people even overlook the company requiring them to buy special parts or the lack of synchronization with other technologies inherent in some Apple products, just for the opportunity to be part of the Apple community.

The power of the Apple symbol and reputation is something many companies can only hope to one day taste. What makes the power even more incredible is that among the technologically inclined, there is still a debate if Apple products are actually superior to other brands.

So how in the world did Apple manage to control the conversation about technology so completely that users of their devices feel so superior? Perhaps even more importantly, what can you learn from Apple's experience and apply to your own business?

Apple and Innovation

Apple is nearly synonymous with innovation. The company prides itself on being the first to develop a wide range of products. For products that are already in existence, they look for ways to make theirs superior. Being a follower is not in the vocabulary of an Apple designer. Steve Jobs and his business partners were experts at getting people excited. Even if an idea had already been used by other companies, they had a way of making investors and customers feel as though they were getting something new and exciting, and people jumped at the chance.

As a business leader, you should aspire to this same spirit of innovation. Rather than looking and seeing what has made your competitors successful, try instead to see where your competitors still fall short, and capitalize on those differences. Take these weaknesses and use them to drive the industry forward, with your company at the helm.

Apple and Price

There's no denying that Apple products tend to cost more than comparable products from other companies, yet that has not hindered the company's progress. While customers like feeling as though they're getting a good deal, they're more concerned about getting quality and service. An estimated 70 percent of customers would be willing to pay up to 13 percent more if it meant having a more positive customer experience. Apple has fine-tuned the customer experience. Just walk into one of the stores, and watch how carefully the associates acknowledge you, get to know your name, and find out what you're looking for.

The products themselves also define style and elegance. While people might debate whether Apple is the actual industry leader, few would deny that their products do perform well and continue to amaze people with what technology is capable of doing. When companies successfully combine innovation, customer service, and solid products, sometimes a bump in price can actually work in their favor. The higher prices Apple charges only add to the perception that their products are superiorly made.

Whether people love or hate Apple and its products, they cannot deny the influence the company has had on the technology industry. For many, the company represents the pinnacle of branding and controlling an industry conversation. Although only a few companies can so completely dominate their respective industries, all businesses can learn from Apple's business model. Apple offers lessons for even the most seasoned of business professionals looking to improve customer reach. If you're not sure how to go about implementing these ideas, we can help you hone your message and control your brand conversation.

Improve Customer Loyalty

It's far more cost-effective to retain existing customers than it is to attract new ones. Here are a few tips to increase customer retention rates by improving your customer loyalty:

• Mail personalized thank you cards showing your appreciation for recent purchases or interest in your products and services.


• Create a customer loyalty program that offers special promotions and incentives for return customers, such as birthday discounts, a reward punch card, free shipping, monthly discounts, or free upgrades.


• Give customers a great experience with your brand. Offer a quality product and stand behind it.


• Encourage open communication with customers by requesting feedback and suggestions. Offer options such as e-mail, online surveys, a toll-free number, and discussion forums.


• Humanize your brand and create a personal connection with your customers by interacting in social media. Encourage customers to respond to your blog posts, attend trade shows, provide open houses, offer hands-on training sessions, and more.


• Treat your customers like insiders. Include them in decisions, ask for feedback, and assure them their opinions are valued.


• Consistently under-promise and over-deliver to ensure customer satisfaction.


• Surprise your customers with something they don't expect, such as a coupon for "$10 off your next $10 purchase" just because.


• Remember the golden rule. Think about the type of treatment you would like to receive as a customer.

Building a Strong Foundation

If you sit down with nearly any preschooler, they can probably tell you the story of the three little pigs. According to the story, there once were three pigs. Each set out to build themselves a home. The first built his home out of straw. He was done very quickly because of the material he chose. The second little pig chose to build his home out of sticks. Building with sticks might have taken the pig a little longer than using straw, but he was still done rather quickly. The third pig, however, built his home out of bricks and mortar. This house took the longest time to build, and the pig was forced to keep working, even when the other pigs were already relaxing and enjoying themselves.

Not long after the three pigs had finished their homes, the big bad wolf came looking for something to eat. He was able to quickly blow over the houses made of sticks and straw, but no matter how hard he tried, he was not able to blow over the house of bricks.

Building a strong foundation

The third little pig didn't take the easy way out. He saw the other two pigs finishing faster than him and having the time to laugh and play, but when the chips were down, his house was the only one to stand up. The strong foundation made all the difference.

In life, as in business, it's tempting to take the easy way out; to use the easier material that takes significantly less time. The problem comes when we discover just how quickly a weak foundation can fail us. Those who are looking to grow their businesses must keep this idea in mind.

Growing a business the smart way

There are a variety of 'tricks' companies can use to try to grow their businesses quickly. So-called 'black hat SEO,' which refers to techniques such as artificial keyword stuffing and using link farms to grow backlinks, may help companies achieve their objective rather quickly. They may rise quickly in the Google search engine ranks and see the number of visitors to their site rise as well. But Google has been cracking down on sites that use artificial SEO. Some companies have found their sites severely penalized, which has deeply hurt their businesses.

In marketing, companies may be tempted to blast every known platform all at once, without taking the time to develop a company message and brand. In these cases, the effects of the campaign typically fall short. A group that tries to go nationwide with a campaign too quickly might find that the effort exhausts their resources, placing the entire company in jeopardy. Starting local and growing as a reputation spreads is the way to achieve success.

Growing a business correctly means taking the time to grow organically. It means working to develop a quality website that is naturally optimized through a quality blog and well-written content. Marketing campaigns and customer reach goals should be built on a firm foundation that leaves room to grow. We can help customers develop marketing plans to appropriately meet new customers.

There's no easy way to be successful. It requires perseverance and hard work. Like the little pigs discovered, however, there's also no replacement for doing things right the first time. Instead of looking for shortcuts, invest time in learning about techniques to maximize investments and tools for saving time. We can help. Building a solid business foundation means your company will have something to grow on, rather than a flimsy foundation that can blow over. And that's irreplaceable.

All Brochures are NOT Created Equal

When it comes to marketing your business, professionally printed brochures are a great way to build credibility, while also telling your story. Here are a few tips to help you create successful, sales-building brochures:

• Focus on your audience and their needs. List benefits your customers will receive by choosing your product.


• Design an appealing cover that motivates readers to look inside. Include product benefits, a thought-provoking statement, industry tips, and other items your customers will find valuable.


• Keep it brief. Since brochures have limited space, provide a brief summary of your information, along with links for interested readers to go online and learn more.


• Provide clear headlines that make it easy to find information, along with high-quality imagery that supplements your messaging.


• Consider a creatively shaped or unusually sized brochure to grab attention.


• Include information that encourages the ready to keep your brochure. This may include how-to information, tips and tricks, sales calendars, and more.


• Consider providing a Q&A section to answer questions you think your readers may have when learning about your products or services.


• If your brochure is lengthy (8 pages or more), consider creating a table of contents to pique reader interest and make information easier to find.


• Include a call to action, so readers know how to respond. An 800 number, reply card, website landing page, or email address are all good examples to try.

If you need help creating an effective brochure, give us a call today. We have many samples and creative design ideas your customers will be sure to love.

Top Tips for Generating Customer Reviews

If you own a business, you probably know how important great online customer reviews can be to your bottom line. In fact, one 2013 study revealed that eight out of every 10 customers trust online reviews as much as they trust personal recommendations.

So how do you go about generating online feedback? Here are some simple things to get you started:

• Get social: If you don't have a Facebook page and Twitter account, now is the time to get one. If you already do have Facebook and Twitter accounts, make sure you're checking them regularly for comments. You need to keep a close eye on your social pages and respond to customer comments -- good and bad -- as they arise. And of course, you need to make it easy for people to find your social sites, so include links on your website and in your emails.



• Make it easy to be nice: Sure, you may like to go on and on about how great your product or service is, but your customers may not be that chatty. For the verbally shy, make reviews easy by adding non-verbal options like multiple choice options or a star-rating system.



• Get your game on: Ever heard of gamification? Basically, that term refers to websites that incorporate some sort of game play into their design to make it more fun for customers to engage. You can get as complex as you want, but even a simple thing like adding virtual badges or trophies for customers who leave reviews can increase feedback.



• Be generous: Everyone likes to score something for free, and offering a free sample or free trial period can be really effective at getting customers to leave reviews.



• Follow up: A customer just made a purchase. Is that the end of the transaction? Not if you want to generate some (generally positive) reviews. Once a purchase is complete, touch base with the customer to discuss both the item they purchased and the purchase experience in general. When you get positive responses, ask if you can share them as testimonials on your site.

OK, so those are just a few ways to generate reviews and feedback, but what should you do if some of that feedback is negative? First, set aside your anger and indignation, and don't stress: Every business is going to catch a little flak once in a while. Don't ignore negative reviews; instead, reply politely to deescalate and help soothe the customer. Try not to get into a debate on your social page; instead, invite the customer to contact you by phone or email, or offer to contact them. Be sure to thank them for their feedback and apologize for any inconvenience they've felt. And of course, if the feedback is on target, use it to make needed improvements.

Engaging customers and generating positive reviews takes work, but it's work that can yield big returns. Take a few minutes today to think about how your business can improve feedback and start building its own base of dedicated fans.

Turn You Competitors' Customers into YOUR Customers

Here are a few creative ways to help turn your competitors' customers into your own:

• Offer a comparison chart that focuses on reasons why customers should choose your product over the competition. For example, you may offer a standard five-year warranty, while your competitors may only offer a three-year warranty. Or perhaps they offer an extended five-year warranty option, but at an additional price.


• Stay informed of what your competitors are doing, but avoid copying their ideas. Instead, add value and make their ideas even better. For example, if a competitor offers free shipping on purchases of $100+, you could provide free shipping on all purchases and possibly even returns.


• Create a unique tagline or slogan that focuses on your key selling points, such as: "Hassle-Free Returns" or "Receive your lunch order within 30 minutes or it's free."


• Add value to a comparable product through added services, such as longer support hours, free training, and live phone operators (no automated phone service).


• Create a customer survey. Ask your audience how you can improve, what new offerings they wish you provided, what they like best about your company, and what areas they may find lacking. Their answers could easily point to ideas that will help you gain a competitive advantage.


• Provide a risk-free trial to test your products or services before committing to a change.


• Compare your guarantee to your competition. If your competitors don't offer a guarantee, this is an extra reason to promote your guarantee heavily.


• Compete with low-price competitors in creative ways. Offer exclusive discounts when items are purchased together as a package, or offer free or discounted add-on bonuses.


• Romance your competitors' customers. Show them the affection they may be missing from their current vendor, and let them know you're willing to go the extra mile to win their business.


• Even if prospects are happy with their current provider, be sure to continue your marketing efforts. Create front-of-mind awareness so you're at the top of their list if they ever change their mind.

Improve the Effectiveness of your Newsletter

Newsletters have a proven track record for creating front-of-mind awareness, establishing and maintaining credibility, and publicizing an organization to the community. Here are a few tips to improve the effectiveness of your newsletter:

• Become a resource by including how-to articles, helpful industry tips and tricks, and links to other articles and podcasts that may be of interest to your audience.


• Feature a special offer or promotion in each issue to track your newsletter results.


• Include a customer testimonial section to highlight customers who are finding success using your products or services. This will not only boost your credibility, but also increase customer visibility.


• Offer subscribers a "sneak peak" at new products. This will make them feel special and encourage them to spread the word about their insider knowledge.


• Create an "Ask the Expert" section, featuring industry experts to answer customer questions. Include the name and business of the customer who asks the featured question.


• Keep track of customer/recipient birthdays and send them a free birthday giveaway or discount.


• Provide highlights from an online customer portal or discussion board where customers can chat about industry trends, new products, and other relevant issues. Include a web link, and encourage newsletter readers to join in the discussions.


• Commit to a regular schedule. Readers will look forward to and expect your newsletter, so inform them if you take a hiatus from the regular routine.


• Post current and archived issues on your website with a link to subscribe.

Give us a call today if you'd like to see examples or need more ideas for creating a newsletter that your audience will look forward to receiving. Our creative experts would love to help.

Employee Recognition on a Budget: 5 Ways to Motivate on the Cheap

The first Friday in March is Employee Recognition Day, but you don't have to wait until then to show your employees how much you appreciate them. Though the economy is on the upswing -- finally -- many employers are still feeling pinched, especially when it comes to budgeting for pay increases and other employee-motivating benefits. But even if you can't afford a grand gesture, showing your employees how much you value their contributions is still a must.

Why is Employee Recognition So Important?

It may help to think of employee recognition efforts as an investment in your company's success. While it's true that motivated employees work harder and take more pride in their work, empirical evidence also supports the benefits of recognition.

A study of more than 4 million employees found that regular praise and recognition has a positive impact on employee performance, specifically resulting in:

• An increase in individual productivity


• More engagement between colleagues


• Increased employee retention


• A decreased number of on-the-job accidents


• A better safety record


• A greater number of positive comments and loyalty scores from customers

Now that you know how important recognition is, here are a few budget-friendly ways to honor your hard-working employees.

1. Just Say Thanks

A survey by Dr. Bob Nelson, noted author and motivational guru, asked employees to rate their most-desired and least-desired forms of recognition. Guess where "cash or cash substitutes" finished? Near the bottom. You heard that right. Only 42 percent of those surveyed deemed monetary reward as very or extremely important.

So what grabbed the top spot? Ninety-two percent of those surveyed rated "support and involvement" from their supervisor as the most desired motivator. Similarly, "personal praise" took second place with 79 percent describing it as very or extremely important. These statistics underscore the impact an employer can have, even without the backing of a huge budget.

Sometimes, it's enough just to express your gratitude. Make it public by posting a handwritten note on their office door or wall, sending out a company-wide email, mentioning them in a newsletter, or praising your employee at the beginning of a meeting.


2. Break Time

Maybe you can't afford to give them a raise, but can you spare an hour here or there? Instituting a recognition program based on off-time shows you care without cutting into payroll too sharply. Consider offering an extra hour at lunch, providing an early dismissal on a day of their choosing, or adding a few extra minutes to breaks every day for a week. If you can afford it, comp time is always appreciated and gives employees the break they need to recharge and come back re-motivated and ready to work.

3. Take 'em to Lunch

Recognize hard work by treating that special honoree to lunch. Find out their favorite eatery and order take-out, or go all out and have a sit-down nosh together.

4. Added Perks

Some incentives come at absolutely no cost to your bottom line, but can make a big difference to an employee. Reserve that prime parking space for them for a week -- or a month, if you're feeling generous. Ask one of the top managers or execs to stop by the employee's desk and offer a personal "thank you." Post a congrats message to Facebook or tweet it out -- with your employee's permission, of course.

5. Gifting

If you have a small slush fund available, purchase some small gifts from nearby businesses. What employee wouldn't love being surprised with a free car wash, movie passes, or a gift card to Starbucks?

Whichever low-budget option you choose, be sure to tailor it to each individual employee. After all, thanking your workers in cookie-cutter style doesn't exactly scream, "You're special! I value you as an individual!" With a bit of forethought and planning, you can give morale -- and productivity -- a boost.

Making Business Sweet: The Benefits of Delayed Gratification

Imagine taking several children, one at a time, into a room, where you've placed a tantalizing marshmallow on a table. You tell the children that if they can resist eating the delicious sweet sitting in front of them while you step out of the room for a few minutes, they can have two when you return. If the child can't wait, they can eat the first marshmallow whenever they want, but they won't get the second marshmallow when you return.

That's exactly the experiment researchers at Stanford performed in the late 1960s. The footage they obtained of the children was quite fascinating. Some children looked away from the treat in front of them, while others tried to distract themselves by kicking the table or fiddling with their hair. Some of the children poked or stroked the marshmallow.

Years later, the researchers were able to make the connection that the children most capable of delaying gratification were the ones who were also more likely to succeed in school, resist other temptations in life (such as drugs or excessive alcohol), and avoid having behavioral problems. Clearly, the ability to delay gratification is significantly linked to personal success.

Adults and delayed gratification

Hopefully, most adults can be left alone with a marshmallow and avoid eating it when the situation calls for it, but that doesn't mean most adults have mastered self control and delayed gratification. It's always tempting to accept immediate pleasure or reward rather than wait for something more important down the line. We all have different areas where we know we would struggle to resist temptation. Just like the children in this experiment, however, we need to keep in mind the larger picture and see the good that can come from waiting.

What marshmallows have to do with business success

Business is all about being able to see the big picture. For companies to be successful, they have to be able to look beyond the current options and see where they want to go in the future. Sometimes, achieving these long-term goals means being able to pass over smaller rewards and delay gratification for the greater good.

For example, some companies may find themselves tempted to maintain their traditional marketing techniques rather than branching out into social media and inbound marketing. Sure, the company may continue to find occasional new customers, but that's the small reward. The fact is the Internet is now critical for reaching an ever-growing portion of the consumer base. While entering the world of Internet marketing may require patience and extra work upfront, the reward companies receive from reaching their customers online can be enormous.

Children are not known for their patience, and an experiment first done in the 1960s has shown that many struggle with delayed gratification, even when the promised reward is sweet. While adults may have more self control than a child, we can still struggle sometimes to wait for potential opportunities to come to fruition.

When making business decisions, it's always important to determine goals and then keep your eyes on the prize. Opportunities abound for companies that exercise patience and work toward a larger reward. Don't settle for mediocrity. Instead, challenge yourself to think big and build the business of your dreams.

How to Make Networking as Easy as Child's Play

Networking is an important aspect of the professional world on many levels. If you own a business, you network to find more clients, meet potential connections, and even find other companies you might collaborate with on a project one day. Those searching for a job have continuously heard how critical networking can be for finding the right fit.

Unfortunately, many of us find networking stressful. After all, it involves going up to people we've never met before, introducing ourselves, making small talk, and selling ourselves and our skills, all at the same time. While it may become more natural with practice, for most people it never becomes an easy process. Except, of course, for the under ten years old crowd.

While at the park the other day, two very young girls made eye contact and instantly became friends. Without so much as an introduction, they both stopped their respective games, took off toward the slide, and took turns racing each other around the playground. The mothers remarked how easy it is to find friends when you don't even have to worry about making small talk. How do kids do it?

They're confident.
Most little children don't know too much about rejection just yet. When they approach a new potential friend, they don't worry about being told 'no.' The child is having fun, they know they're having fun, and they would enjoy it if the other child joined them. If the other child doesn't want to, however, it really won't affect the fun the first child is already having.

Business leaders need to adapt this attitude. Are you good at what you do? Do you have something important to bring to the business world? If so, be confident in those skills. Present them to new connections, and offer those folks the chance to work with you. But remember that a refusal is their loss, and don't let it discourage you. Approach the next potential connection with the same enthusiasm.

They have something concrete in mind.
When children run up to another child on the playground, they don't agree to play together and then idly stare at each other. Like the two little girls, they race off toward the slide or begin digging in the mud. When one child asks another to play, they already have some great activities to get started with.

When approaching another business professional, know some concrete ways you could help them directly. If you develop a software program, when the conversation turns toward business, discuss their current software situation as well as the needs of the company and how your product or expertise might be able to help.

They aren't pushy.
Like adults, all kids have different personalities. Sometimes one child is shy or may not want to play with other kids on that particular day. If one child says they don't want to play, that typically is the end of the discussion. The inquiring child will retreat or find someone else to play with.

Networking professionals must also find this balance. No one appreciates a connection who's overly pushy, even after they're told their products or services aren't needed right now. Professionals also tend to dislike those who seem more interested in making sales instead of making more genuine connections. You should make sure to always handle rejection smoothly and, when at networking events, focus more on meeting people. The sale can always come later.

Networking is undoubtedly an art. It requires confidence, eloquence, and the ability to form connections with other professionals to grow businesses and help people find the perfect position for their talents. Imagining a networking event to be a playground for adults can help you overcome your fears and approach the others in attendance easier and with confidence.

Protecting Reputations in the Limelight of Social Media

Thomas Paine once said, "Reputation is much easier kept than recovered." There are two groups who understand this better than anyone else: businesses and celebrities. Both groups spend a considerable amount of energy protecting their reputations and promoting the image they want to portray. And both groups have seen this task grow increasingly complicated thanks to the Internet and social media.

Celebrity Reputations
Quick, when you think about Angelina Jolie, what word comes to mind? Probably something like 'humanitarian.' What about Paris Hilton? Her reputation revolves largely around being a party girl. These celebrity reputations are not organically developed. They're carefully orchestrated by publicists and marketing teams, who help the celebrity determine what to say, when they should be seen in public, and what types of stories should be given to the media.

Hugh Grant's experience
Today, Hugh Grant has a carefully cultivated image as a British gentleman and has starred in a variety of romantic comedies. During the mid 1990s, however, the star faced a considerable amount of unfavorable press following his participation in some illegal activities. He managed to save his image, and his career, by giving candid interviews about his own stupidity and then going on to make a variety of hit movies. Now, most younger fans probably don't even remember that past.

How businesses can apply the same concept
As companies grow, some types of negative press are inevitable. It's impossible to make all customers happy 100 percent of the time. Sooner or later, a disgruntled customer will complain about prices, service, or something similar. The trick to successfully maintaining a positive reputation is to address the issue head-on.

Social media and the reputation
Social media has changed customer service. Now, when customers have something to complain about, they're not forced to call a special hotline. Instead, all they need to do is take to the company social media page or blog. They can rip the company to shreds and make their dissatisfaction known for all the world to see. The customer now has much more control over the reputation of a company.

Consider how Hugh Grant planned his comeback. His team worked to help him plan his interviews and create popular movies. He worked past the problem by addressing it bluntly and then looking toward the future. That's also how companies must work.

Celebrities carefully construct their reputations by guarding everything that goes online, similar to how a company guards their own brand and what is posted online. When problems arise, however, they must be addressed, not glossed over. Once the celebrity or company has addressed the problem, they must then focus on providing quality in the future to give people something else to talk about.

For example, if a customer has written a blog post about a genuine grievance, reach out to them to see how the matter can be corrected. If customers post remarks on social media pages, show genuine concern that the customer had such a negative experience and try to make it right. Correct misunderstandings whenever they arise.

Customer service now takes place in the public sphere, and new clients will know if the company doesn't care about past customers. At the same time, once a company has made genuine attempts at restitution, they must focus on providing quality for the future.

Protecting a reputation can be a difficult task in the age of social media, but it's essential if you hope to survive. It involves carefully engaging the public while producing quality services or products that people can appreciate.

How to Make Networking as Easy as Child's Play

Networking is an important aspect of the professional world on many levels. If you own a business, you network to find more clients, meet potential connections, and even find other companies you might collaborate with on a project one day. Those searching for a job have continuously heard how critical networking can be for finding the right fit.

Unfortunately, many of us find networking stressful. After all, it involves going up to people we've never met before, introducing ourselves, making small talk, and selling ourselves and our skills, all at the same time. While it may become more natural with practice, for most people it never becomes an easy process. Except, of course, for the under ten years old crowd.

While at the park the other day, two very young girls made eye contact and instantly became friends. Without so much as an introduction, they both stopped their respective games, took off toward the slide, and took turns racing each other around the playground. The mothers remarked how easy it is to find friends when you don't even have to worry about making small talk. How do kids do it?

They're confident.
Most little children don't know too much about rejection just yet. When they approach a new potential friend, they don't worry about being told 'no.' The child is having fun, they know they're having fun, and they would enjoy it if the other child joined them. If the other child doesn't want to, however, it really won't affect the fun the first child is already having.

Business leaders need to adapt this attitude. Are you good at what you do? Do you have something important to bring to the business world? If so, be confident in those skills. Present them to new connections, and offer those folks the chance to work with you. But remember that a refusal is their loss, and don't let it discourage you. Approach the next potential connection with the same enthusiasm.

They have something concrete in mind.
When children run up to another child on the playground, they don't agree to play together and then idly stare at each other. Like the two little girls, they race off toward the slide or begin digging in the mud. When one child asks another to play, they already have some great activities to get started with.

When approaching another business professional, know some concrete ways you could help them directly. If you develop a software program, when the conversation turns toward business, discuss their current software situation as well as the needs of the company and how your product or expertise might be able to help.

They aren't pushy.
Like adults, all kids have different personalities. Sometimes one child is shy or may not want to play with other kids on that particular day. If one child says they don't want to play, that typically is the end of the discussion. The inquiring child will retreat or find someone else to play with.

Networking professionals must also find this balance. No one appreciates a connection who's overly pushy, even after they're told their products or services aren't needed right now. Professionals also tend to dislike those who seem more interested in making sales instead of making more genuine connections. You should make sure to always handle rejection smoothly and, when at networking events, focus more on meeting people. The sale can always come later.

Networking is undoubtedly an art. It requires confidence, eloquence, and the ability to form connections with other professionals to grow businesses and help people find the perfect position for their talents. Imagining a networking event to be a playground for adults can help you overcome your fears and approach the others in attendance easier and with confidence.

The 9 Best Business Blogs You Should Be Reading

Ever feel like you're missing out on the latest buzz from the business world? We get it: The sheer amount of info out there can seem overwhelming, but whether you're a business owner, entrepreneur, or manager, it's essential to keep up.

Now, here's the good news: We're here to make it easy for you to keep your finger on the pulse of the industry. We've searched the web for the best, brightest, and most innovative business blogs out there. Add these top blogs to your reading list for a simple way to stay in the loop!

1. You're the Boss (http://boss.blogs.nytimes.com)

This New York Times blog is all about small business, from best practices to breaking trends. Written by entrepreneurs, business owners, and experts from a range of fields, You're the Boss provides a place for small business owners to connect, share their successes (and mistakes), and compare notes from the battlefield.

2. Seth Godin's Blog (http://sethgodin.typepad.com)

Seth Godin, a.k.a. marketing guru extraordinaire, provides a wide range of tips, ideas, advice, and general musings on a range of topics. The best thing about Godin's, blog, however, is simply his quirky, creative writing style, which allows him to be motivational, inspirational, and insightful without ever slipping into cheesy territory.

3. Workshifting (http://www.workshifting.com)

Not only is Workshifting beautifully designed, but its content is hyper-focused on its readers' needs and interests. Content melds work and lifestyle topics relevant to today's on-the-move workforce, with an emphasis on the issues that affect work-from-home, flex schedule, and other employees who work outside the office environment.

4. She Takes on the World (http://www.shetakesontheworld.com)

With accolades from sources such as the Stevie Awards, Inc., and Forbes, She Takes on the World offers tips of the trade with a focus on female entrepreneurs. Along with content from founder Natalie McNeill, this blog offers content from a series of guest bloggers, expert advice from industry leaders, and articles about work-life balance. Yes, it's geared toward women in business, but hey, it's got a lot of great content for guys, too.

5. Pando Daily (http://pando.com)

For the latest in news from the tech front, turn to Pando Daily. Founded by Sarah Lacy -- formerly of TechCrunch -- this comprehensive blog serves as a journal of record for Silicon Valley. Its focus on start-ups, the tech industry, social media, marketing, and almost everything else that impacts the business world makes for interesting reading, as do its interviews with and features by industry insiders.

6. Naked Capitalism (http://www.nakedcapitalism.com)

Naked Capitalism offers a no-holds-barred look at the current state of the economy and the financial industry, and how it affects business. Economists, investment bankers, political advisors, and journalists make up the contributor list. Expect to put on your critical thinking cap when you sit down to read this thought-provoking blog.

7. Anita Loomba (http://anitaloomba.com)

For a clear picture of the confluence of digital marketing and social media, turn to Anita Loomba's blog. Offering helpful tips, best practices, success stories, and the latest in industry news, Loomba covers the ever-changing, always increasing influence of social media and business marketing in her accessible blog.

8. How to Change the World (http://blog.guykawasaki.com)

Author, former Apple marketing guru, venture capitalist, and all-around smarty Guy Kawasaki offers hands-on advice to entrepreneurs in his How to Change the World blog. Expect to be motivated and inspired, but in a practical, realistic way.

9. Peter Shankman (http://shankman.com/blog/)

Finally, for a dose of humor to lighten the workweek, give Peter Shankman's blog a read. An angel investor and entrepreneur, Shankman has a, shall we say, creative approach to the world of business, and his entertaining writing style reflects it. Plus, he's got some good advice -- so give it a try.

Blaze Your Own Trail to Business Success

Something interesting happens between childhood and adulthood. As children, people tend to not want others to copy them. As adults, however, we spend a considerable amount of time trying to copy those around us. We see someone with a new idea, and all we want to do is imitate their accomplishments. Someone successfully develops a new app, and 50 similar ones seem to spring up overnight.

While imitation may be the sincerest form of flattery, it's not always the key to success.

Consider this example: Two sisters, Anna and Mary, sit down together to draw pictures. As with many big sister/little sister pairs, Mary looks up to her big sister. She carefully watches as Anna sets about drawing a picture of their family house with everyone out in the yard. Mary picks up each crayon as Anna lays it down, then goes about copying her sister's artwork.

After a few minutes, Anna notices what Mary is doing. "Mary, don't just copy me!" she exclaims. "You have to make your own picture."

Anna recognizes what many adults fail to see. If Mary simply copies her picture, she won't be able to demonstrate her own strengths. If the sisters' drawings are exactly the same, neither will stand out as unique. When they both create their own pictures, however, then each picture stands on its own merits and creative vision.

How to apply this to business

Developing new ideas in business is difficult. It takes a uniquely creative mind to come up with a useful service or product that no one else has thought of before. It can certainly be tempting to just copy another company or business model and hitch a ride on their road to success.

Unfortunately, this strategy rarely works. If you're offering potential customers exactly the same product or service as an already established company, what reason would they possibly have to switch to you? Your business isn't unique or special. Instead, it's a copy of one they already know and trust.

Creating something unique

There's nothing wrong with using another person's success as a source of inspiration, but have confidence that you have something special to bring to the table, too. Find a way to work that into your business model.

For example, say you worked in retail for a considerable amount of time while putting yourself through school. You may decide to specialize in helping retail stores with their marketing plans. Or perhaps you've found new ways to cut administrative costs and are able to offer potential clients lower prices for the same high-quality service.

Whether you're a budding entrepreneur or an established business pro, keep looking for things you can bring to the table that your competitors can't.

Blaze your own trail. Find your own niche. And build your own success story other entrepreneurs will want to copy.

What, Exactly, is Content Marketing?

You've probably heard all the buzz about content marketing, yet may still be wondering what, exactly, it is. Content marketing is simply the new form of marketing that uses informative content, rather than blatant sales pitches, to attract potential customers. Instead of proverbially bashing people over the head with whatever you're trying to sell, content marketing entices them to come to you to learn more about your product, services, and brand.

So, how the heck do you do that?

Create a two-way conversation.

Old-school advertising was pretty much a one-way street with the company doing all the talking. Content marketing turns it into a two-way conversation by actively engaging the audience. Do this by encouraging comments on your blog posts and social media sites, holding contests, or otherwise reaching out to your audience for input.

Keep up your end of the bargain.

Asking for audience participation is good, but it's not so good if you do nothing with the information you gleaned. Reply to audience comments; respond to their requests and needs. Perhaps a certain aspect of your website keeps getting the same complaint. Hold up your end of the conversation by acknowledging the issue and perhaps even tweaking whatever's wrong to better fill people's needs.

Make it easy to find you.

Of course, you won't have any conversations at all if people can't find you. In addition to a user-friendly company website, you should set up a blog and accounts on your chosen social media platforms that all easily link back to your website. When you share a blog post or add new information to your website, share the link across your social media channels.

You don't have to go nuts and join every single social media platform out there. Instead, focus on the ones where your target audience is most likely to tread. Learn more by analyzing the social media habits of your target demographic, then go where those folks go.

Fuel your audience with quality content.

Keeping your audience engaged means keeping up a steady flow of quality content. Again, you don't have to go nuts trying to post something new and exciting every five minutes, but you do want to add fuel to your content marketing fire with fresh content on a regular basis.

Note the keyword "quality" here. Provide content that's polished, informative, compelling, and even entertaining. While text may make up a good chunk of your content, also take advantage of the power of pictures and videos. Include them in related posts, or let them fly solo if they say all they need to say on their own.

Since people are none too fond of reading the same stuff again and again, make sure you cover a variety of different topics that are relevant to your audience.

Don't bombard your audience.

Bombarding your audience can consist of that aforementioned strategy of beating them over the head to "buy, buy, buy" with every post you create. But it can also include posting at such a rapid and fanatical rate that your audience has no time to absorb, respond, or even breathe.

More is not necessarily better, especially if the more is of poor quality. Over-posting can not only mar your reputation as a professional, but it can backfire in a big way. Instead of being attracted to your company, you may instead find your audience fleeing in droves, leaving you with no one left to talk to but yourself.

Mastering the art of attraction is just one aspect of content marketing, but it's one of the most essential for eventual success.

A Simple Guide to Making Connections at Conventions

Conventions are an excellent marketing and networking tool for many small to medium-sized businesses. When managed properly, conventions provide a great opportunity to attract customers, learn more about potential partners or vendors, and build a database of potential leads for the future. The largest conventions may put thousands of prospects within arms' reach of you, while smaller events offer the opportunity to mix and mingle with peers on a more intimate level.

If you're considering attending a convention, you need to start planning today. Learn how to choose the right event, what you need to keep in mind when networking, the importance of your booth, and what you should aim to offer those who stop by. Once you have these details under control, you'll be ready to make a lasting impression at your big event!

The Big Decision

There are a huge number of conventions and conferences each year -- most likely, more than one applicable to your industry or line of business. Choosing the right convention to attend is a big decision. Spend some time looking over the available information. How many other businesses similar to your own do you think will be attending?

In some cases, you may do better attending a smaller convention or one that doesn't specifically target those in your industry. You want a convention that will give you the chance to network with those who may utilize your product or service, as well as those who offer products you can use. However, if you can get your foot in the door of a convention where you won't have many direct competitors, you may be able to obtain leads that are more valuable.

Networking

While at the convention, put less emphasis on making sales and closing deals and more on making connections, building leads, and networking. Decide ahead of time which events you will attend and which you'll forego in order to operate your booth in person. If there are any social events, use them to reach out and speak to those you consider potential partners for the future.

Booth Matters

Your booth in the dealer or vendor area is an important marketing tool. Clearly, you want to keep it neat, orderly, and attractive to those who pass by. Additionally, you may want to offer something unique or special to encourage people to make the effort to come see you. Outside of attracting potential visitors, you want to make the booth experience "work." Make sure you're staffed with knowledgeable personnel and that you have samples, demonstrations, and (possibly) videos available, so you can showcase the key benefits your products and services provide.

The Takeaway

Whether you network with a potential client at a social event or an interested party stops by your booth, you want to provide a way for people to get in touch with you after the event. Start by making sure your business card stands out from the dozens of other cards attendees will pick up at the show. Have some brochures or handouts available, too. These will allow you to share more detailed information.

Collect key contact information from booth visitors, too, including email addresses, phone numbers, and social media profiles. Then, when the event is over, immediately make contact yourself. The goal is to build relationships that will be mutually beneficial now and in the future.

As you can see, there's more to think about when attending a convention as a professional than just putting on your name badge and showing up. Spend time planning for the big day (or weekend), and maximize the return on your investment of time and effort.