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Archive for “Run Your Business Better”

Weekend Read Will Change My Approach, Change My Year

I started my Saturday this past weekend with a midwest to westcoast flight. By the time I was over the Rockies, I was so excited to get to work on the new ideas filling my head that I couldn’t WAIT to get off that plane! I had just finished reading through Josh Linkner’s brand new book, [...]

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Is Your Site Missing from the Search Engines?

“My site is optimized for the search engines, and it’s not showing up online.” Yep. I hear this a lot. And unfortunately, I have to tell a lot of entrepreneurs that they just wasted their money. Maybe you can relate? Did you just spend a lot of time and money on a search-engine-optimization (SEO) service [...]

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Advertising Your Small Business? Here’s What You Need to Know

Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of dollars on advertising every year?

The truth is that they wouldn’t spend money on something that doesn’t work.  And for companies like these, it makes sense given the massive numbers of people they need to buy their products every day in order for them to be profitable.

The reason that they use these mediums is simple; because television, radio and print is a very effective way to reach massive quantities of prospective buyers on a consistent basis.

Reach and Frequency

The marketing concept we are talking about here is called “Reach and Frequency.”

Reach is the total number of prospects who hear your marketing messages.  Frequency is how often they are marketed to.

Seth Godin uses a colorful and appropriate analogy about reach and frequency in his book Permission Marketing.

Think of it this way:  Marketing is like planting a garden.  Which is better?  Planting many seeds and watering them only once, or planting fewer seeds, but watering them consistently over time?

Just like your seeds will die if you only water them once, so will your marketing messages die in the minds of your prospects if they only hear/see them once.

Frequency Builds Trust

When consulting with one of my clients recently I asked about how our marketing and advertising was working.  The question was, “Why are more people calling?  Is it because of our radio ad?  Newspaper insert?  Website? ”  I was surprised by his answer.  He said “It’s not just one thing; it’s everything.”

When customers call they say that they saw our insert in the paper, but then they had driven by a few times and seen our place, but then they also heard us on the radio, and they had seen us on TV too.  And they had finally decided they needed to come in and see us.

My client says that it’s all about “Reinforcement.” Another term for this would be frequency; and frequency builds credibility and trust.   All of the marketing strategies we use on a regular consistent basis work together to bring more customers in the door.

Your reach and frequency needs will determine which advertising media will work best for you.    Just don’t do what I did and run only one advertisement and then give up.  Plant an assortment of seeds, water them regularly and then harvest bushels of success.

Always be marketing.

Related Posts:

Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com.  She has been featured in the New York Times, Wall Street JournalUSA Today, and Newsday. For more information go to http://23Kazoos.com.


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Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of [...]

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WordPress 3.1 – What’s new?

In case you have never heard of WordPress, it is the backend content management system (CMS) that runs sites such as CNN, the WSJ Magazine, and even these StartupNation Business Blogs. With the release of version 3.1, WordPress is making a solid move from "blogging software" to a solid CMS. While there are many awesome [...]

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Yahoo’s MyBlogLog is Shutting Down

Today, Yahoo! sent announcements to all of its MyBlogLog account holders to announce the shutdown of MyBlog on May 24, 2011. This is not a surprise to anyone who caught Yahoo’s announced plans to "sunset" some of their services such as Delicious and MyBlogLog back in December. The journey from the Yahoo! purchase of MyBlogLog [...]

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Just in Time… Financial Tips for Tax Season

  I recently spoke to Kimberly Palmer. She’s the senior editor and personal finance columnist for US News & World Report. And in addition to appearing on NBC’s Today show, CNBC, CNN, and local television and radio shows nationwide, she has also written for the Washington Post, The Wall Street Journal, and the Asahi Shimbun/International [...]

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What The Grammys Can Teach You About Business

Hi gang, How do you get your product noticed in our current sea of product noise? Obviously, the way to be noticed is to wrap yourself inside a giant egg and be carried somewhere by the entire cast of The Rocky Horror Picture Show, right? Yep, you’ll be noticed for sure.  Lady Gaga was certainly [...]

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What’s Next After Your Newsletter?

Ok. You have a newsletter registration on your home page, and people have started to sign up. Great! Now, what do you do? A.     Sit back and watch who signs up. B.     Communicate with your new registrants right away. C.    Send valuable information to your list on a regular basis. If you answered B and [...]

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Post Here to Win a Sleek Dell Vostro V130 Laptop

Every now and then, I throw you a freebie. This is one of those occasions. Here’s the deal: Dell has provided me with a Dell Vostro V130 laptop, and I’m so impressed, they’re allowing me to give one away for free to one entrepreneur winner among you! Through this giveaway, you have a chance to [...]

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What is Small Business Public Relations Anyway?

Small Business Public Relations – What Is It? When many entrepreneurs think of public relations (PR), they think about sending out a press release. But PR is so much more… It entails all of the communications you have with the media, customers, employees, partners, etc. Why Do You Need It? By communicating with your customers [...]

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Reflections On Two Years Of Weight Loss

Hi gang, I really dislike the phrase “weight loss”.  “Weight loss” implies something accidental, like “wow, I’ve lost my keys,” or “Wow, I must’ve lost my mind when I bought that Wham CD”.  Believe me, I have not “lost” weight. I know exactly what I did with it and where it went, thank you very [...]

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Got a Web Checklist Like This?

You have your new Website up and running, and are ready to start bringing in sales. Perhaps, you spent hours writing the copy yourself? Or maybe you hired a big, Web company to design a site with all the bells and whistles? Either way, you are not finished…. unless, you did this one, key step… [...]

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Your Site Isn’t Optimized? Why Not?

Is your site optimized for the search engines? If not, does one of these statements sound familiar? • I don’t need SEO. • It’s too expensive. • I was ripped off by SEO in the past. Well, here’s the cold hard truth about SEO: You need search engine optimization to compete. What happens right now when potential customers [...]

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12 Tips for Using YouTube to Promote Your Business


Soft-Sell
You shouldn’t ask people to buy your stuff after watching your videos. Most people aren’t ready for this. Plan your marketing funnel and you’ll see a much better response. This is a example:

Watch YouTube Video > Go to My Blog to Watch More Videos > Sign Up to Get My Exclusive Videos (You Capture Email Addresses Here) > Try to Sell Them a Low-Ticket Item > Try to Sell a High-Ticket Item to Those Who Bought from You Before

Video Responses
Look for videos related to yours and whenever it’s appropriate post your videos as video responses to them (don’t spam). This will allow you to piggyback a lot of the traffic that these videos get.
YouTube Video Response

Create Playlists
Playlists are a great way to get your videos watched by a lot of people.

Here’s how:
1. Add your video to a new playlist
2. Add great videos on the same topic (from other people)
3. Choose a smart name for the playlist (think about your keywords. i.e. “Dog Training Tips”)

YouTube Playlist

It’s a Social Network!
YouTube isn’t just a video sharing site; it’s a social network. You can add friends, message them, join groups, create your own group and use the bulletin board to interact with the YouTube community.


Promote Your Videos
Uploading videos to YouTube isn’t enough. You need to promote them. These are some ideas:

  • Embed your videos in your blog.
  • Email your YouTube link to your friends and contacts.
  • Ask people you know to tell their lists and contacts.
  • Write an article about your video and post it to article directories and forums.
  • Post your video to LinkedIn, Facebook, Twitter and your other social networks.
  • ASK PEOPLE TO SHARE – When posting on social networks including “Please Retweet” or “Share this with your friends” really helps.
Zeke Camusio is a serial entrepreneur, online marketing expert, author of Google Rocketship and founder of an Internet Marketing Agency in Portland, OR.
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Most people are afraid to use YouTube to promote their business. But you shouldn’t be and here’s why: the most popular videos aren’t professional productions. They’re just a girl or guy, that gets in front of a camera and talks about what he/she knows best. No expensive equipment required. Here are 12 of my favorite [...]

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Are You Guilty of Having a “We” Site?

Welcome to our site. We are the leader in widgets. Our widgets are the best. We use innovative technology. You should buy our widgets because blah, blah, blah. Yes, this is terrible copy for a Website. But look at all the businesses out there that use this kind of language. And while you may not [...]

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How to Double Your Productivity In One Week

Six years ago, I was working 12-hour days. Wanting to get more done in less time, I started studying productivity principles. Now I never work more than 6 hours a day but I manage to get more done than before! Here are the tips that more than doubled my productivity and cut my work day [...]

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