I recently had the opportunity to interview Tiffany Manley (blogger, homeschooling mom, and one of my awesome 23 Kazoos marketing team members) about how Girl Scouts go about selling so many boxes of cookies.  Tiffany’s daughter Ava, who is 9 years old, sold 500 boxes of Girl Scout cookies last year which is pretty phenomenal.  This year, Ava has set her sights even higher and is working hard to achieve her goal of selling 750 boxes.  Ava, along with four other girls is part of Troop 763 from Chelsea, Alabama, have already pre-sold 1000 boxes of cookies for this season.    With pre-sales that high, it’s no doubt Ava and the other scouts will meet or exceed the sales goals they have set for themselves.

So what is the secret to their success?  I asked Tiffany for some insight to share with small business owners.   Tiffany explained that “They don’t want to fail; they work really hard to reach their goal.”  She added that she lets Ava run the cookie sale the way she wants to because “it’s her own little business.”  With the support of their parents and their eyes on the prize, the Troop comes up with their own ideas about how to market the cookies and increase their sales.  When I heard what Ava and her troop were doing to sell their cookies I thought, “These girls are brilliant!”   I immediately wanted to share their marketing practices with you.

Here’s how they do it.

1. They set a goal. (The number of boxes they want to sell.)
2. They have rewards. (Prizes for each level of sales)
3. They formulate a marketing plan to reach their goal.

To come up with their plan, Ava and her mom visited retail and grocery stores in their local community.  Ava noted what she liked and didn’t like about what the stores were doing and used the best of their ideas to create the Troop’s marketing plan.

Here’s their Girl Scout Cookie Marketing plan.

1. Talk to everyone you know.

When the order forms come out, the girls hit the streets to visit friends and neighbors and ask them to order a couple boxes of cookies.  Business owners can do this too by getting out of the office and talking to people wherever they go about their business.

2. Go to where the most customers are.

The girls visit area businesses and ask the business owner and employees to buy cookies.  One of their marketing tips: Business owners buy more cookies.  I think it is an act of solidarity as small business sales teams have to stick together.  Business owners can benefit from this strategy by doing the same thing, going to networking events, attending chamber of commerce events, and putting themselves in the path of prospective customers at every opportunity.

3. Build a customer list.

The girls keep their order forms from previous years so that when the new order forms arrive, they hit the phones and call all previous customers to ask them how many boxes they want to order.  Customers from previous years will refuse to buy cookies from other Girl Scouts because they have an existing relationship with the Girl Scout who calls them personally every year. This strategy helps secure repeat business but also frees up the Troop members’ time which allows them to market to new customers.  Most business owners know how important it is to build their customer and prospect lists; this example from the Girl Scouts just reinforces the importance of list building and highlights how much difference a personal touch can make.

4. Boost sales by bundling.

The girls tie three boxes of cookies together, wrap them in a bow, and sell them as a unit.  Even without a reduction in price, this increases the total number of boxes they sell.  Business owners can use similar tactics to bundle products and services in complimentary packages and increase their sales.

5. Tie marketing promotions to holidays.

To attract more business and differentiate themselves from other Scout Troops, the girls are turning their bundles of cookies into special Valentine’s Day bundles wrapped in Valentine’s Day ribbon complete with a Valentine’s Day card.  They make it easy for buyers like me who have little imagination and even less time to shop for the holiday.  Business owners can capitalize on this strategy all year long by tying promotions to the various holidays and using the promotions to generate business buzz and attract new customers.

6. Support a charity.

The girls are also taking donations of money that is used to buy cookies to send to the troops overseas.  This is a win for everyone.  It creates good will for the Girl Scout Troop, offers people a creative way to support the troops, gives soldiers a little taste of home, and helps the Troop sell more cookies.  This is a perfect example of how business owners can do good deeds for their community in a way that also boosts their bottom-line.

7. Be prepared for objections.

One of the most common objections the girls hear is “I’m on a diet.”  Their standard reply is, “Well that’s okay, we are also collecting donations so we can send boxes of cookies to the troops overseas.”  This strategy has a 90% success rate at converting an objection to a sale, according to Tiffany.  The girls have learned that if they stick with it, and keep asking, most people will buy at least one box.  There are two great takeaways here for small business owners.  First, be ready to answer objections.  Second, perseverance pays off.

8. Dare to be different.

Like other Troops around the country, the girls set up booths in front of local businesses with lots of foot traffic to sell cookies.  The Troop took this sales tactic to the next level by creating “Girl Scout Cookie Billboards” out of strapping and empty boxes that they walk around in to funnel customers to the table.   This is the kind of “out of the box” thinking that can be sales gold for small businesses.

9. Have a contest.

The girls set up a drawing for a free box of cookies at their booth which helps pull people over to the table where the girls can talk to them and make the sale.  As part of the drawing, they collect email addresses and get permission to email people when their order is in or when cookies come out next year.  This is a great example of how business owners can use a low-cost contest to generate interest for their business and build their customer list for future promotions.

10. Follow up after the sale.

The girls don’t stop after the cookie orders have been delivered to customers.  They send handwritten notes to each customer thanking them for buying cookies and letting them know that they have extra boxes for sale in case they want to buy any more.  They sell lots of extra cookies this way.  And the handwritten thank you notes go a long way in cementing the relationships the girls have built with their customers.  This is another great example of how powerful personalized service can boost sales.  Small business owners can mimic this type of tactic to build customer relationships and attract future sales.

Girl Scout cookies may seem easy to sell because they support great programs, are sold by cute little girls in green uniforms, and they sell a product that most people love.  However, Ava and the girls from Troop 763 in Chelsea, Alabama, are proof that it’s having a marketing plan along, and paying attention to details,  can make the difference between an average cookie selling season and a Troop of cookie selling superstars.

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There are many choices available when it comes to search engine optimization, or SEO, and you probably have many questions:

• Should you do your own SEO or hire a firm?
• Is SEO worth it?
• Will you be able to get to the top of the search engines?

With all of the services, tips, articles, expert insights, updates, and more, it’s enough to make your head spin. If you are starting to feel overwhelmed, but feel you need to take advantage of SEO to get more people to your site, here’s a simple question that will help you focus:

What are you trying to accomplish?

If you are a new organization, and you simply want to get people to your site, ask yourself these questions:

•    Do we have a budget to hire a professional SEO expert?

If you don’t have any funds to hire an expert, know that SEO takes time and effort.

•    Can we use other tools to get people to our site more effectively?

You may want to look at direct mail campaigns, public relations and other, marketing activities. Spend some time thinking about what you want to accomplish and how you can reach that goal. If you are only thinking about SEO, you may close your mind to some other activities that will help you save time and money, and reach your goal faster.

Keep it Simple.

This blog is short, but it’s a reminder to focus. Start your SEO efforts by thinking about your overall goal. Then, you can research all of the information and services available to see what will work best to get the specific results you seek.

Do you need help getting organized with your SEO, social media and PR activities? Please let me know here or at www.rembrandtwrites.com.

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In case you haven’t heard of it, Pinterest is like a virtual version of the bulletin board that you keep in your office.  Users have their own “boards” where they can post images of things that they find interesting, inspiring, or memorable online.  Users can follow other uses, “like” each other’s pins, and comment on each other’s boards.  They can also “repin” images to their own boards.  It’s social, fun, and visually stimulating in a way that other social media sites aren’t, which may be why so many people find it addicting.

Pinterest is now second to Facebook as far as how much time each visitor spends on the site per visit.  This is tremendous growth especially considering that the site is still accessible to users by invitation only!  Judging by the adoption rate and the time spent on site per user, Pinterest may very well be the social networking site that small business owners want to pay attention to.

There are two benefits that Pinterest can provide for small business owners.  One is visibility and the other is referral traffic to your website.  Think of Pinterest like a sign on the road that says “turn this way.”  If your image is engaging enough you may just distract Pinterest users enough from what they were doing to turn from what they were looking at to go to your site and find out more.

So is Pinterest right for your business?  It depends.  Here are 5 tips on using Pinterest to market your business.

1. Make sure it’s right for you.

Seventy percent of Pinterest users are females under the ages of 45.  (Although men are starting to adopt it as well.) If this is not your demographic, then Pinterest isn’t likely going to be a good fit for you (at least right now).  There are, however, some specific types of businesses that I think may benefit from exposure via Pinterest.

• Clothing retailers
• Cosmetologists, makeup artists, fashion designers
• Personal shoppers
• Grocery stores, food stores, anything food-related
• Restaurants and Caterers
• Personal Trainers
• Fitness gurus
• Florists
• Photographers
• Chefs
• Toy Companies
• Stationary Stores
• Interior Decorators
• Home Improvement Stores
• Unique Gift Shops
• Handmade Items
• Graphic Designers
• Other businesses with a visual product or service

2. Follow the rules.

If you decide that Pinterest is a good fit for your business, make sure you follow the rules.

• Avoid too much self-promotion.  While it’s okay to share things from your website, if that’s all you do, you may find you have little interest.
• Share things you love, not just the things you sell. (But make sure they are related to what you sell)
• Take this opportunity to share a different side of yourself or your business with current and potential customers.
• Use Pinterest to build relationships and rapport that can lead to sales in other arenas.

3. Share things that are visually appealing, new, and fun!

• Keep your target demographic of women under age 45 in mind all the time.
• The best way to know what to share is to see what people are “liking” and repining.
• Since the whole point of Pinterest is for members to discover new things, look for ways to share new and interesting things that will attract and inspire your ideal clients.
• Make “share something new” your Pinterest motto.

4. Credit your sources.

• A crucial part of the Pinterest environment is giving credit where credit is due.
• Crediting sources and linking back to the content creator helps preserve copyright while allowing people to share the things they love.
• Take the time to locate the original source in order to ensure credit is given appropriately.

5. Host a Pinterest contest.

Challenge followers to create the best board featuring ways to use your products or offer a prize for the most repins of a specific subject matter or for a topic relating to your business.  Be creative and make sure your contest appeals to the people you want to participate.

The most important thing to remember when looking to Pinterest as a way to market your business and build your brand is to use the visual atmosphere of the pinboards to your advantage.  Inspire customers and prospects to interact with you and with each other in new and interesting ways and you may bring in new customers without a single sales pitch.

Want to get more inexpensive and practical small business marketing ideas, grab a free e-book called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.

Wendy Kenney is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.

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Lately, I have been putting my money where my mouth is and getting out and networking.  It has been both fun and rewarding for me.  I met a few key business people and engaged on a number of consulting projects as a result of live networking.  I am not saying that a few of these budding relationships did not sprout on social media, but they did take meeting in person to bloom.

You see social media is like the match.com of networking.  Nothing can happen if you just keep looking at profiles online, you must get out there an meet.

So I say to you…Get out and Network!  Find ONE event in your area that you can attend and take the plunge.

However, avoid a few dating, I mean networking pitfalls.

1. Do not expect to go back to ‘your place’ later. Bring what you need to the event.  Make sure to have business cards and any other promotional items about your business with you because this is your chance to connect.  Save an office visit for the 2nd or 3rd date.
2. Stay clear - headed. Many evening networking events happen over happy hour or cocktails.  Be smart and stay on top of your game with a clear head.  Beer Goggles can be just as BAD when involved in business decisions.
3. Remember to follow up in or around 3 days. No reason to rush right home and write an email or add all your new contacts to your newsletter (remember that should be opt-in), but do make a point to connect with a few key people that you met within a few days.  You still want the meeting to be fresh in their mind.  A quick email works great!

Here is to you finding the connection of your dreams. Happy Networking.

Rachel http://backngroovemom.com

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Small businesses, especially ones like the ones at my local farmer’s market, have a special place in my heart.  I immediately wanted to go give them marketing tips to help them be successful.  My mind raced with ideas for how these small businesses could spread the word about what they do, bring in new customers, and secure repeat business.

What I realized was that there was one marketing strategy that they were missing out on that would make a significant impact on their business, and that marketing strategy is email marketing.

Customer and prospect email addresses are one of the most important assets a small business can have.  Because email, unlike social media, goes directly to the consumer.  Social media on the other hand is a hit and miss proposition.  Even though you may have 100 fans on Facebook, the actual number of people who see your marketing message is only a fraction of that.  While you can’t guarantee that people will open your emails, if you have their correct email address you can at least make sure that all of the people on your list are receiving your message.

In order to use email marketing effectively in your business, you need ways to gather email addresses of current and prospective customers.  Here are some of the best ways small businesses can gather email addresses.

1. Give Something Away

Everyone loves to win free things and one of the best techniques for getting people to give you their email address is to have a free drawing for one of your products.

2. Offer an Educational Opportunity

Do you have a special skill or is there something customers and prospects would love to learn that you can teach?  Hosting a free online webinar or in person seminar where people have to register, including their email, to attend, is another way to gather email addresses.  As an added bonus, this can boost your image as an expert in your field.

3. Create a Preferred Customer List

Let customers sign-up on a piece of paper in your shop, stand, or stall to be preferred customers to get advance notice of sales and special discounts and promotions.

4. Share Something Special

If you are known for your ability to grow amazing tomatoes, write an ebook about how to grow tomatoes and offer it for free to anyone who signs up.  You can even do this offline at a farm stand without electricity by having people sign-up and sending the ebook via email.

5. Appreciate Your Customers

Remember, everyone likes to win and when you position it as a monthly customer appreciation drawing, you give customers the chance to win while letting them know you appreciate their business and gathering their email addresses.  It is a win for everyone.

The key to effective email marketing is getting the email addresses of your customer base.  With a good email list, you can send personal emails, a regular newsletter, and announcements about sales and promotions.   Marketing experts say you generally need to connect with someone seven times to make a sale, email marketing can make it easier to reach out and connect with your customers.

Want to get more inexpensive and practical small business marketing ideas, grab a free e-book called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.

Wendy Kenney is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.

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5 Reasons to Use the Phone Instead of E-mail

1. You have a long message to share.

If you have a lot of information to share with someone, pick up the phone.

After all, it takes time to write a lengthy e-mail, and the recipient may not even read your entire message because it’s too long. By having a quick conversation via phone, you’ll be able to convey your message and get an immediate response.

2. You need to react to someone’s response quickly and accurately.

If you are trying to sell something, share an idea or get feedback, pick up the phone.

You’ll be able to hear how the other person responds to your information right away. Then, you can provide an appropriate response to get your point across.

3. You want to promote your company.

If you want to promote your business to the media, pick up the phone.

The only way to form long-lasting relationships with specific media-members is to get to know them, find out what they want and provide it. Plus, it’s much easier to share your passion and excitement about a story idea via the spoken word.

4. You need to discuss a touchy subject.

If you need to talk to someone about a sensitive work or personal matter, and cant’ meet with them in person, pick up the phone.

No one wants to find out they’ve been fired or dumped via e-mail! Show some courage and have mature discussions about touchy subjects via phone, not e-mail. By hearing what someone else has to say, and how they say it, you’ll have a better chance of solving problems, improving relationships and showing empathy.

5. You have business contacts that you’ve never talked to on the phone.

If you have business contacts you know only via e-mail, pick up the phone.

Being successful in business is about building relationships with the right people, communicating and doing well at providing a particular product or service. How can you network and give your target market what they want if you don’t communicate with your business associates in real-time?

Make the Effort.

Yes, many of you hate to talk on the phone and would much rather stay at your desk and type. (You know who you are, you SEO copywriters and techies out there!)

But if you make the effort to communicate with people via phone rather than e-mail, you’ll save time and effort. Plus, you’ll be able to give better responses to improve sales, media hits, relationships, and overall results for your business.

“Ring.” “Ring.” “Ring.” Is that your phone? Maybe you should answer it?

For help with your SEO copywriting and communications, please contact me below or at www.rembrandtwrites.com.

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If you’re like me, you’ve probably said this statement many times: “If I had only known then what I know now.” I understand that mistakes are part of the process, but do I have to make so many of them!?! Experience has made me a fast learner and now, more than ever, I pay attention to those who have gone ahead of me so I can learn from their mistakes and hopefully not make so many on my own. Maybe you do too.

To gain some more insight, I asked business owners who have been in business five years or more the same question, “If you would have known then what you know now, what would you have done differently and why?” Their answers were not only insightful, but inspiring and I think you will really appreciate what they had to say.

So here you go; 29 (plus one) insights from business owners like us on what they would have done differently had they known.

We would love to hear your answers too, please leave a comment and let us know, “What would you have done differently in your business if you would have known then what you know now.”

Enjoy!

1. Hire Slowly, Fire Quickly

Oh man, I wish I would have remembered this one every day when I woke up. There is little of greater importance than having the right people on your team(s) and when you find out an apple has gone bad or you have found a worm in a seemingly perfect apple, get rid of it ASAP! The old adage is often true, ’some dogs can’t hunt’.

Thanks to Ben Sayers, VoIP Supply, LLC.,VoIP phone systems, in business 8 years

2. Be More Open to ChangeTechnology and trends are constantly evolving: one day you are set in your Facebook ways and the next day Pinterest is the new phenomenon. Social media has changed the way we do business and how startups utilize it is integral to your success. However, if someone told me this during social media’s infancy, I would have called them crazy. I let all my years in business bias my first impression of social media and thought it was simply a fad. I couldn’t have been more wrong! Social media has changed the way we do business and has set the bar for the way we measure success. If companies are not willing to adapt, they will never become an industry leader or experience great successes.

Thanks to Jim Joyal,, SHIFT Communications, PR and social media agency, in business 9 years

3. Be the Boss Not the Buddy

Don’t be friends with employees. When you try to be too nice it makes it easy for others to take advantage of you, and that’s been true of about 80 percent of everyone I hired in the past. There was a time when I would give a job to almost anyone who asked, regardless if they were qualified or not, because back then I had the capital and I did not want to be the person who turned them down. Most of the money I lost when I started out was due to being overly tolerant of inefficient employees. It’s fine to be friendly with your staff, but you have to set boundaries and be willing to be a firm boss — whether you have three or 300 people working for you.

Thanks to Cathy Ward, BridesVillage.com, wedding accessories e-commerce retailer, 11 years in business

4. Lock in Your Location

Had I known then what I know now, I would have done everything possible to purchase my own business property. Last year, the rent for my original office, located in the Prospect Heights section of Brooklyn doubled, necessitating my having to move during my income tax preparation season.  If I had to rent a property, the lease would have included a “lease to own” clause and have a termination date during my slow season.

Thanks to Eustace L. Greaves Jr., Greaves Financial Services, Insurance and Income Tax Preparation Services, 17 years in business

5.  Start with Sustainably in Mind

In hind sight I would have focused much more deeply on a sustainable way to generate deal flow and new leads. No matter how large you think your network is (mine is large) it is not large enough and although power networking/word of mouth is the best source of leads of all the advisor/coach /consultant/soloprenuers I know almost none are reaching their personal income goals. What I am doing differently is focusing on the internet. I have just launched an e-commerce site and hope to launch a content site in the next 90 days. Historically my advisory services were delivered on site at companies located regional. I will continue with my advisory work with about 1/3 of my time, but focus on national and to a lesser extent international clientele via phone or Skype.

Thanks to Ajax Greene, On Belay Business Advisors Inc., business advising, 7 years in business

6. Know the Value of Vision

I would have placed an earlier emphasis to define the vision, mission and values of our company. It is important for the value of our employees to be aligned with my vision for our Company.

Thanks to Jason Maxwell, MassPay Payroll Services, payroll services company, in business for 8 years

7. Eliminate Distractions

Having owned several companies, I would have eliminated my distractions sooner than I did, e.g. real estate investments (rentals), buying and selling a laundromat, renovating homes, etc. While all the ventures were profitable they took away from focusing on building a brand that ultimately would have had more value than the combined profits of each transaction not related to directly building that brand.

Thanks to Joseph Carvelli, Retail Ingenuity, retail inventory and sales forecasting, in business for 12 years

8. Set Aside Significant Saving

I assumed if I built a good product, they would come! I had no idea how costly being in business would be, the amount of money I needed to succeed, or the toll the financial strain would take.

I am blessed that I had the tenacity and the strength to succeed despite overwhelming odds. If I could go back to the beginning, I would make sure I had significant savings set aside, or capital from another source. I cannot overstate the importance of being properly funded!

Thanks to Regina McRae, Grandma’s Secrets, dessert delivery, in business for 18 years

9. Put More Emphasis on Processes

If I had known then what I did now I would have put a lot more time into creating processes.  I find that with the majority of businesses these fundamentals often get overlooked and sometimes ignored completely. To me this is utter madness! A company can succeed or fail just by their processes. We find that we avoid 99% of mistakes because we process them out. This not only avoids unnecessary errors and client issues, but actually makes the company as a whole more efficient.

Thanks to Ben Norman, Koozai Ltd., UK based digital marketing agency , in business for 6 years

10. Delegate, Delegate, Delegate

I would have delegated more and not tried to do everything myself. Although it does take time to build relationships with your staff, I waited too long to delegate certain responsibilities that could have been done by someone else. Giving responsibilities does much to validate a staff member’s gifts and also demonstrates a deeper level of trust in the employer / employee relationship. Letting go of certain tasks has been difficult for me but I have come to realize that the more responsibilities I entrust to others in their areas of expertise, the lighter I feel, the more confident a staff member becomes and greater things are achieved by their efforts than could have been done otherwise.

Thanks to Stephanie Ciccarelli, Voices.com, online voiceover talent marketplace, in business for 8 years

11. Let Go and Let it Grow

For many years I had to know everything and do everything. I have discovered that other people and organizations can do things better and at a lower cost than doing it myself.  Letting go has enabled my business to grow and prosper and made my life much easier.

Thanks to Bob Shirilla, Keepsakes Etc. and Simply Bags in business for 30 years

12. Avoid Delaying Difficult Decisions

My biggest lesson over the years was learning that sometimes decisions had to be made for the good of the company, which sometimes meant disciplining or dismissing employees. In particular, when the economy started going into recession, I had to fire one of my closest friends in order to keep the company going. I should have done it sooner. As a result of my delay, it took a while to regain the company’s financial stability. Making difficult decisions is part of owning a business. Owners have to be willing to do it.

Thanks to Susan Southerland, Just Marry, Just Right DM and The Susan Southerland Secret, event planning, destination management, and small business consulting, in business for 20 years

13. Start with a Solid Team

I would have started with a solid business plan, hired an account, and started with a solid team around me.  There are not many businesses that are successful with one person wearing so many hats. Do what you do best and allow others to contribute what they do best to help your business grow.

Thanks to Amore Leighton Black, Apples & Oranges Public Relations, public relations and marketing, in business 7 years

14. Charge What I am Worth

I would have charged more! I was so excited to be working for myself doing something I loved. I’ve never been a person who chased profits -that’s not why I do what I do. But I didn’t do my homework and when I started, I charged pretty close to what I was making hourly at the jobs I’d left behind. That was all fine dandy except when working for myself, that wasn’t enough to cover things like taxes, health insurance, and so on. And also, I was definitely undervaluing my services. I was booked ALL the time, yet I could never seem to get ahead. Even though my clients all loved me and thanked me for my work, I doubted my value, and that was definitely reflected in my pricing.

Thanks to Alaia Williams, One Organized Business, professional organizing and small business systems consulting, in business 5 years

15. Focus on Building Relationships

We spent a fortune of money on advertising when we started out (with unimpressive results). We then changed our focus on relationship building with existing clients and organic search maximization vs. paid ads.  Now we see incredible returns in the form of referrals, and new business at a cost that is a fraction of what we used to spend. We needed to learn the hard way but if I knew then…

Thanks to Ben Schusterman, ElJet Aviation Services - private jet charter service, in business for 5 years

16. Start with More Money, Less Friends

I would start with about three-times as much cash as I thought I needed. I’d also be cautious around hiring friends/family.

Thanks to Heidi Ganahl, Camp Bow Wow, doggy day & overnight care, in business for 12 years

17. Use a Better Business Model

If we knew then what we know now, we would have started with the business model that we changed to about two years ago. Before the recession hit, we charged $39.95 for an annual membership with no free trial, and no automatic rebilling at the end of their membership term. During the recession, the rate in which we generated new members waned and we reached a growth plateau. To combat our stagnation we decided to change our revenue model to a free trial and a monthly rebilling combination. We implemented a three-day free trial and then a recurring $18.95 monthly fee after the three days expired. We are doing very well as a company now, but in retrospect, we should have thought about rebilling from the get go.

Thanks to Ian Aronovich, GovernmentAuctions.org, providing information about government auctions of seized and surplus merchandise

18. Hire Employees Sooner

One thing I would do differently if I were starting my training business today would be to make my first hire sooner. Operating on shoestring (and a broken one at that), I originally had to do everything myself. The thrift that made it possible for me to survive and then thrive in the beginning quickly became a hindrance when I delayed hiring people who could do any number of specific tasks easier, cheaper and far better than I could.

Thanks to Barry Maher, Barry Maher & Associates, motivational speaker, leadership trainer

19. Dream Bigger

I would have dreamed bigger from the start. In the beginning, my focus was on serving clients in my own Puget Sound backyard, even though successful people who were familiar with my publicity expertise and storytelling gifts were telling me to think nationally or globally. If I had it to do over again, I would have put more emphasis on national and global reach of my message right from the start.  Lead with juicier, higher value, and leveraged offerings first. When I was just starting out, I put a lot of emphasis on creating the absolute best $10 product about do-it-yourself publicity that I could create. Yes, the Media-Savvy-to-Go Publicity Tips Booklets have sold by the thousands since debuting in August of 2006. However, it is so much easier to make a bigger impact for more people and my own balance sheet by leading with a juicer, higher value offering. Today, the Broadcast Your Brilliance Webinar Series and Bye-Bye Boring Bio PLUS! Programs deliver great value for many around the nation and the world at price points that make it a whole lot easier to make a good living. Whether you create an entry level product or something much more, you still have to create all the systems to support those offerings. By leading with a deeper offering, the rewards are greater for all.

Thanks to Nancy Juetten, Authentic Visibility, PR tools and training, in business 11 years

20. Approach Additional Services More Cautiously

I’ve been in business as a web designer for 18 years. The main thing I would have done differently knowing then what I’ve learned along the way is I would approach any add-on services very cautiously. I used to briefly check out add-on services such as hosting, domain name management, and others, and then I would jump in whole-heartedly. Most of the time, it worked out fine for me. However, the occasional missteps cost me dearly.  As I learned more about running a business, I also learned through hard knocks that it is much better to approach additional services methodically and cautiously. I don’t put a lot of funding and energy into them until I’m sure it is the right thing to offer. I’ve learned it is easier to resist the urge to jump at opportunities than it is to extract myself from the occasional quagmire!

Thanks to Jim Smith, Blarneystone, LLC web design, in business for 18 years

21. Give More Away Sooner and Speak More

Network a lot more in person (the Internet was in its commercial infancy) and hunt for in-person speaking engagements, even if they are not paid.  Good writing alone is not enough to convince clients to hire you. They want to hear you speak on your topic of expertise, and when you help business owners with their problems or concerns, they are more likely to hire you and/or to recommend you to others who hire you. I once helped a business owner write something for his church at no charge, and with another small assignment that paid very little. That led to a long-term writing assignment that exceeded $40,000 in fees. Sow seeds of good will and interest through your networking, speaking, and help. Continue to do this even after your business is successful because it leads to more success.

Thanks to Candace Talmadge, Talmadge Writing Services, writing services, in business for 29 years

22. Been More Focused on This Business

I wouldn’t have started it out of my apt.  I would have “cleared the decks better” by parsing other interests that I was juggling at the same time. I would have learned more about guarding a business (legal, insurance, LLC/Scorp/Inc).  I would not have spent so much money on a business plan.

Thanks to Todd Greene, HeadBlade men’s grooming, in business 12 years

23. Don’t Do It All Yourself

I would have gotten an assistant, accountant and web coder much earlier. I did it all myself for 8 years in my business and have only been hiring assistance for the last two years. I knew it would free up my time to hire people - and what I didn’t know was how much it would free up my mind and let me do better, more powerful work along the way. I’ve been able to create more products and do more thought leadership since getting those little tasks off my plate… and if I’d done it earlier, I can only imagine how amazing things would be.

Thanks to Erin Ferree, BrandStyle Design, branding for small businesses, in business for 10 years

24. Look Before Leaping

What I know now is the huge cost of marketing and promotion required to build demand. We started out expecting to sell retailers and distributors and attend trade shows and travel to customers and sell and spent two years on that path. Then we took a hard right and for past two years we have evolved into an Internet retailer running DRTV (Direct Response TV) infomercials with 85% of our business now direct to the consumer. Social media was never in the business plan either now it’s vital.

What would I do differently knowing what I know now? (1) Keep my old job as long as possible and not leapt off the cliff (but it was a nice feeling) (2) Anticipate 5 years to break-even, and set aside “don’t touch” money.

Do I regret jumping off the cliff? No way. As I tell my wife- don’t look down, keep looking up!

Thanks to Brad Barrett, GrillGrate, LLC, grill surface for better food, in business 5 years

25. Pick More Profitable Partnerships

I would have used deeper discernment in picking partners/vendors/joint ventures, even markets. I picked some doozey’s AND after the fact, saw all the red flags.

Thanks to Shawne Duperon, ShawneTV, media coach and production company, in business 11 years

26. Focus on Face to Face Interactions and New Technology

We learned a lot of lessons in starting our company. For example, we would never produce four-color mailers that are sent to mass prospective clients. We’ve learned that face-to-face interaction and building the business relationship is key. (This was pre-Internet). We also learned that a lot of mailing lists are not updated. This endeavor was expensive and resulted in a poor ROI. When the Internet came around, we certainly would have jumped on this new technology much earlier — developing a website much sooner. It’s an amazing tool to get your message out to the world to sell products and services with visuals. We try to make it much easier for clients to find us rather than we search for a ‘needle in a haystack’ to find prospective clients.

Thanks to Greg Jenkins, Bravo Productions, event planning and production company, in business 25 years

27. Plan For Growth, Be More Discerning in Following Advice

As the owner of a driving school in New York City, my first big regret is that I did not get all other licenses (Motorcycle, Bus, Truck license) earlier in life. I just pass my truck road test Tuesday January 17 2012.  Now I have to wait two more years before I can expand to teach Truck Lessons thanks to NYS requirement. Secondly, I was too naive and trusted many so called experts that convince me how to run my business only to find out they were wrong.  I wasted a lot of money trying ideas that did not work. 3.  In the real estate boom time I should have purchase commercial real estate to accommodate my growing business.  Now it’s impossible to get a loan.  I would have preferred to spend a bit more money to secure a property.

Thanks to Rajendra Hariprashad, Ena’s Driving School, in business for 8 years

28. Leverage People, Build a System

If I knew then what I know now I would have invested in two areas. One, I would have developed other people and brought them into the business sooner. No one is good at everything. Even Michael Jordon had a coach and team mates. One of my friends started a business five years ago and has 700 people working for him today. The more you can leverage other people and create a ladder for them to achieve what they want to then the more successful you will be. Find people you can trust and learn to work effectively with them. My business is much stronger today because I have a strong team.

Secondly, every business needs a system to build a pipeline that is consistent and measurable. I have depended too much in my business on my farming method which is delivering exceptional value to people I meet and eventually they and their friends become clients. I wish I would have understood how to build visibility for my business in my target market like I do today. I am beginning to develop a hybrid model that is both farming and hunting which I believe in the long run will deliver greater growth to my business. My approach that involves taking a prospect from visibility, credibility, and trust is proving to be highly effective. When people work with me they become more than clients they become friends because I am invested in their success. Everyday owning a business is a learning experience. I am very happy it is what I have chosen to pursue in my life.

Thanks to John Paul Engle, Knowledge Capital Consulting in business 10 years

29. Focus on Building Relationships with Customers

When I first started out, like most new veterinarians, my prime concern was my patients and their care. What I failed to fully appreciate was that each patient had an owner (aka client) attached to it! Often I would not address the needs and concerns of the client as well as I was trying to practice medicine and over time, I likely lost clients who, if I had better built my relationship with them, would still be a client today.

Thanks to Dr. James Day, Glendale Animal Hospital, veterinary practice in Glendale, Arizona, in business for 27 years

Bonus Tip:

30. Establish Boundaries With Employees

I would certainly separate “church and state” and I would have been more of a leader than a friend. As an owner and an active President& CEO of a small business- I’m in constant contact with my employees. When hiring new employees, certain requirements and credentials are necessary including: experience, expertise, and industry knowledge. Additionally, I look for multiple interpersonal skills and qualifications. That said, I’ve managed to find and retain wonderful employees who work well and who work well with one another. Formulating good friendships with my employees is nice but maintaining and stepping up as more of a leader at times, has been challenging. Establishing boundaries early on with employees is key and I wish I had known the importance of this, earlier on.

Thanks to Georgette Pascale, Pascale Communications, LLC. a healthcare specific PR firm, in business 7 years

Want to get more inexpensive and practical small business marketing ideas, grab a free e-book called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.

Wendy Kenney is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.

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While you may not be able to afford a professional, search engine optimization (SEO) copywriter yet, there are some things you can do to improve your copy… and they won’t cost you anything but a little time.

Ready? Here are…

3 Ways to Improve Your Copy in Less than 60 Minutes:

1.    Change all of your passive verbs to active verbs.

Check your copy to see if you are writing in the past tense. (“Our customers saved money.” “The new widget helped our clients.”) Then, change all of your verbs to action verbs. (“Our customers save money.” “The new widget helps our clients.”)

It’s a simple step that can make old copy sound fresher and more exciting.

2.    Get rid of sentences that start with “We.”

When you read your copy is it all about your business, product features and how great your services are?

Boring!

Your customers want to know what’s in it for them. Instead of using “We,” use “You.”

For example, your copy might say:

“We provide the leading service in the country for washing windows and have been in business for over 25 years.”

Instead, you might say something like this:

“Enjoy squeaky clean windows in minutes! Relax working with professionals who have over 25-years of experience in the window-washing industry.”

You get what I mean. Stress the benefits you offer your customers… not how great you are!

3. Shorten your paragraphs.

This is an easy one. Shorten the length of your sentences and paragraphs. Make it as easy as possible for customers to read your copy.

After all, are you more likely to read a long page of text or short and simple paragraphs?

A Few Quick Changes Can Lead to Better Results.

These may seem like simple changes, but they can make a big difference to your written materials. By including active verbs, benefits and user-friendly paragraphs, your copy will be more exciting and easier to read, and that just may be what your business needs to bring in more sales!

For more information on SEO copywriting and increasing site awareness, please write to me below or at www.rembrandtwrites.com.

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Are you Pinterest-ed yet?

Pinterest is basically a visual bulletin board of what ‘pinners’ like… Users create ‘boards’ for individual categories (ex: home storage, yummy foods, books, cool products, funky restaurants) and ‘pin’ pictures of related items to the board.  The pin then links to the original site where the photo was pinned from, so anyone interested can find the item/place/recipe/etc on the web.  The possibilities are limitless.

Think of a virtual thumbtack holding a picture of that latest and greatest item you adore to a web page so everyone that follows you can see that you give this item 2 thumbs up.

Other users and followers can ‘repin’ your photos to their boards creating a snowball effect.  Heavy influencers, who share their pins, which in turn results in their pins getting repinned and repinned, creating a spiraling effect and rush for particular items on the web.

Are you getting the picture, here?  Yes, Pinterest is wildly fun, but the larger picture is that if products/places of business are being pinned/promoted/repinned, this can have a huge effect on start up businesses and products!

I asked, Rieva Lesonsky, former Editorial Director at Entrepreneur Magazine and current CEO of Grow Biz Media (and who recently followed me on Pinterest) for her take on Pinterest and Start Up Businesses.  Rieva just started exploring Pinterest, and her thoughts are:

Retailers (both online and store owners) and restaurant owners could really benefit from Pinterest. Retailers should create boards featuring new products, sale items, special promotions and trends. Make sure you embed a link to your store’s location. Restaurant owners can pin specials, new menu items, and even share recipes.

The key though (which I truthfully have not conquered) is to remember this is social media. Don’t just pin your own goods, feature products from other places. You don’t want to promote a competitor, but a retailer could pin from a store in another state or country. Both retailers and restaurant owners could pin like-minded items from magazines.

Thanks to Rieva, and I agree with her last thought very strongly.  Social media is about engaging, so do not make your pinning all about ME, ME, ME…but, promote someone in your referral network, another business in another state, or complementary products.  For example, if you produce golf balls, endorsing gold clubs would be a natural choice.

Just like other social media networks have evolved from something very social and fun to a viable business tool, Pinterest lends itself really well to this.

If you want to learn more about actually using Pinterest, and the ins and outs of ‘pinning’ and ‘repinning,’ watch this.

Want to find me on Pinterest? Here you go - Rachel

http://backngroovemom.com

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It can be a whirlwind of activity. But be careful…

Don’t Move Too Fast with Your PR and SEO Efforts.

As you rush to get everything done in a timely matter, there are a few things to keep in mind:

• Take a moment before starting.

Once your discover that you need to prepare a PR or SEO document within a short amount of time, take a moment to review what you are trying to accomplish.

What is the call-to-action for this project, and what do you want your target market to do when they read it? By taking this step, you’ll be able to work towards a goal and have a better chance of achieving it.

• Have someone else review your work.

Even if you have proofread your press release for errors, read it aloud to hear the tone and checked the SEO-keyword density and copy, have someone else review your work.

Since you are close to the project and moving fast to meet deadlines, it always helps to have another set of eyes review your work.

• Check results.

When you are finished distributing your press release, posting some SEO copy or writing another marketing or PR piece, look at the results. What happened? Did you meet the goal for that project?

Write down your statistics from Google Analytics. Did Website hits increase? Are the search engines finding your site? Did your press release get picked up on media site?

Then, review this data before you start a new project. What can you do differently to get better results this time? Perhaps, you reached your goal and need to follow the same process, but you’ll never know unless you monitor results and take action on them.

Timing Is Important, But So Are PR And SEO Results!

It’s essential to move quickly with your SEO and PR activities in order to compete and distribute current news about your business in a timely fashion. But in the process, don’t forget to review what you are trying to accomplish, check for mistakes and monitor results. This way, you’ll be able to meet deadlines, provide accurate information, and successfully meet goals.

Do you need help with your SEO and PR copy? Please write to me below or at www.rembrandtwrites.com.

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