You have your cup of coffee, your laptop and a quiet space to work. You are ready to write the copy for your Website. But then, the white screen stares at you. You have a thought…. No, that’s not good enough… more staring at the screen… Ugh… writer’s block! Well, most of us have been [...]Continue Reading
Posts Tagged “Marketing”
Hi Gang, “Ooohhh, so THAT’S why our fees are so high,” exclaimed eBay’s seller community today after eBay announced that it is acquiring GSI Commerce for $2.4 BILLION in cash and debt. Hey, I’m an optimist – at least they didn’t buy Skype again! This is a pretty interesting purchase if you ask me. A [...]Continue Reading
I’ve been a professional speaker for many years and it’s been a tremendous boon to my business. In any given year, speaking generates at least 30% of my new clients. But you don’t need to be a professional speaker to leverage speaking in your business. Speaking is one of the most powerful marketing tools you [...]Continue Reading
Want to start your specialty product business this year? Then you MUST attend the (SPREE) Specialty Retail Entrepreneur Expo & Conference. Be part of the world’s largest event for the $12 billion specialty retail industry! No matter if you are a retailer, or prospective entrepreneur looking for the newest concepts, or interested in starting or [...]Continue Reading
Guy Kawasaki is no stranger to entrepreneurship, having co-founded several businesses including Garage Technology Ventures, and Alltop.com, which is, as he describes, an “online magazine rack” of popular topics on the web. He’s written ten books including The Art of the Start, The Macintosh Way, and his latest, Enchantment, The Art of Changing Hearts, Minds and Actions, releasing March 8th, 2011, available on Amazon.com, and in bookstores everywhere.
I’ve read hundreds of business books, but never have I read a book like this. In a nutshell, Enchantment is all about how to make people fall in love with you, and when people fall in love with you, you can accomplish anything.
This book is part inspiration, part motivation, and part practication (I just made up a new word). With inspiring stories and practical steps, Kawasaki explains all the tactics you need to put together and launch your own enchantment campaign. Kawasaki’s lessons are taken from his experience at Apple, but many of the stories are very personal stories from average, every day people. (These stories happen to be some of my favorite parts of the book.) Buy the book on Tuesday March 8th, or any day and you will be able to experience “enchantment” for yourself.
In honor of the release of Kawasaki’s new book, I asked him to give us his perspective on small business marketing today. Here’s his insightful and unedited response. Enjoy!
What do you see are the biggest challenges for a small business owner today?
Sales, sales, and sales. My saying is, “sales fixes everything” because as long as you have cash flow, you’re still in the game. As a friend once told me, the leading cause of failure of startups is death, and you die when you run out of money.
Is that different than what it was a few years ago?
It’s been like this since the recession hit. Every day, I wish for just one more bubble because this time I’ll know what to do! But I believe that business is cyclical, so it’s not wise to panic. A rising tide floats all boats, but a receding tide makes the big, bloated boats hit rock bottom.
How have you seen business owners overcome these challenges? (What’s working?)
More than anything else, these times are a test of will–how much are you willing to gut it out and grind it out. If you can survive these times, you’re pretty set to take on anything. I have great admiration for the companies that continue to put out great products and services with less money while maintaining high levels of customer enchantment. It’s much easier to write the book and make the speech than actually deliver results.
As far as marketing, what strategies do you use to market your business?
Right now, I’m mostly marketing my new book. To do this, I believe that “nobodies are the new somebodies.” That is, I don’t focus on only the so-called experts and powerful people. I like to work with as many people as possible because it’s impossible to know who will really make you tip.
Is there a strategy that doesn’t work?
I’ve never been one to throw money at a problem…for two reasons, I never had the money to throw and I hate wasting money in any case.
What advice do you have for business owners who are just starting out?
Prototype, prototype, prototype. Get to market. PowerPoint and Excel are secondary or even tertiary in importance. Get to market and get cash flowing.
These are primarily information sources. Startups also need ways to reach and serve customers. For this, God provided Twitter and Facebook. These two sites are entrepreneur’s dreams because they are fast, free, and ubiquitous. The book that I recommend to startups is If You Want to Write by Brenda Ueland. This book provided the inspiration that changed my life. It’s not solely about writing–it’s about the human spirit. Every entrepreneur should read it.
Online Quiz: How GREAT Are You?
Online Photo Contest: Submit your Most Enchanting Photo for a Chance to Win!
“Like” Enchantment on Facebook
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 Journal, USA Today, and Newsday. For more information go to http://23Kazoos.com.-->
Guy Kawasaki is no stranger to entrepreneurship, having co-founded several businesses including Garage Technology Ventures, and Alltop.com, which is, as he describes, an “online magazine rack” of popular topics on the web. He’s written ten books including The Art of the Start, The Macintosh Way, and his latest, Enchantment, The Art of Changing Hearts, Minds [...]Continue Reading
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.
- How to Become a Marketing Superstar
- 5 Small Business Marketing Secrets from Big Box Retailers
- 5 Easy Ways to Turbocharge Response to Marketing Materials
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 Journal, USA Today, and Newsday. For more information go to http://23Kazoos.com.
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 [...]Continue Reading