Archives for January 2010

Markets Do Not Like Heavy Hands

In fact, they will fight your heavy-handed tactics with all their might.

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No Take-Backs

Once a condition is introduced to a market, it cannot be taken back – not easily, anyway.   One example is airlines that charge for an extra piece of luggage.  Passengers are discovering creative ways to resist.  One innovative tactic that is working is to gate-check your bag.  Not only does it avoid the charge, but it's usually one of the first bags to be unloaded.  Imagine that!

Southwest Airlines evidently understands the psychology of the markets, and is therefore embracing what everyone has come to expect.  Between you and me, they have inched up their airfares, but that is acceptable behavior.  Taking back what has always been part of the deal is just not cool, so by not doing so, Southwest is adeptly positioned as cool.

We Call The Shots

What inspired this post is Macmillan Publishers' decision to charge you and me essentially the same price for an eBook as the printed version.  Does this make sense?  Of course not.  We may not be publishing experts, but we intuitively understand the cost of an eBook is pretty close to zero.  An eBook is like computer software.  And look at all of the useful software that is absolutely free.

So, why is Macmillan doing this?  Because they can.  They are telling the markets that they are in charge.  Yet, the markets will have their say.  They will call the shots.  The truth is this is a complex game that involves not just traditional publishers, but also players such as Amazon and Apple, who also have a stake in this.  It's a classic confrontation between the old model and the new one. 

Social Media Rules Apply

You can learn from this.  A variety of conditions are creating an economy that is more about people than companies.  And the companies that stand strong and ignore what the markets are saying are challenging this shift.  You can learn from this by evaluating your marketing messages.  Here's the question your customers may be considering:  Are You Asking Us or Telling Us?

Any parent knows you can get a child to do more of what you want them to do if you make it their idea.  Or you just can make them do it and endure a lot of kicking and screaming.  Let's face it – there is still plenty of child left in most of us, but we are adult children.  We want to have our way, and as adults, we will figure out how to get it. 

The Relationship Economy

You cannot expect customers to be raving fans if you do not listen to them.  And as long as you are listening, why not engage with them.  Find ways to collaborate with your customers and you will find ways to make money in this or any other economy.   Publish your views in your blog and encourage feedback.  Eavesdrop on Twitter.  And above all else, pay attention to what your friends are saying on Facebook and other social media sites.

You can learn a great deal from a hands-on approach.

Especially if you apply a light touch.

Photo Credit:  Needoptic

Blog Clues That Get You Hired or Fired

During the commentary of the NFC Championship game between the Vikings and the Saints, it was mentioned that Brett Favre's greatest gift is his ability to read defenses.  He has seen so much action that he is able to identify clues less experienced quarterbacks might overlook. 

The readers of your blog are using their experience in the same way – to either hire you, or fire you.

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Your Blog is Not Your Website

When customers are strolling through your blog they are sizing you up.  They are reading your blog like a quarterback reads defenses – looking for proof you can get the job done.  And that is where many bloggers focus their efforts – telling everyone how good they.  Unfortunately, that objective is better handled with your website.

Your blog is not your website!  It's focus is deeper and more personal.  Your blog is a window to those down and dirty clues that aren't readily apparent within a polished website.  Your customers are using this less formal and conversational venue to study you, just as Favre studies defenses.  And like him, it all happens in a few seconds.  What are they looking for?

Proof You Have Been There

Anyone who is looking to hire you wants some assurance that you have been there – a lot.   And they get their answer not from your core message, but from the insignificant and seemingly innocuous details that some will overlook. 

For example, have you seen testimonials from people that don't really exist, such as "Robert F. from Peoria," or worse, "satisfied customer?"  If these are the best testimonials you've got, then you haven't been there, and a buyer with Favre-like experience just saw right through your smoke-screen.   You need verifiable names, job titles, and the organizations they represent.

If the breadth or depth of your experience is thin, then it is.  Just give fewer details, because the more you reveal, the more you disclose your inexperience.  Now if you happen to have a lot of experience, don't overdue it.  If you really have been there, then you don't need to give your full and complete client list.  This is another danger signal.  Trying too hard to prove you've been there is a clue that maybe you haven't.

Explain How You Can Be Hired

Your blog should have a place where you describe your process for getting results for your ideal customers – so that they can understand how you can do that for them.  The Internet does a great job of educating buyers about process.  If one of your competitors has one, it is logical to assume that you should too.  Your blog should be clear about what you do, who you do it for, how you do it, and how new customers can hire you to get some of it.

Today I updated the Speaking page of JeffKorhan.com – this blog.  While I feel pretty good about it, it could be better, and soon will be.   My next step is to include current and relevant videos so that meeting planners and speaker bureaus can see me in action.  In the meantime, I have acknowledged this, while also giving a date when it will be completed.  This demonstrates that I've been there. 

Your process for getting hired must acknowledge everything that a prospective buyer may logically need, or provide an explanation about why you do things differently.  Being different, and having a valid reason for it, definitely shows you are not following the crowd.  It may even be the best way to show you've been there!

Be Different

In my opinion, the best way to be different is to be focused, because most people aren't.

It is very common to cast a wide net that says you can help anyone.  Resist that temptation and use your blog to comment on who you have really helped and how, even if it has been just a few customers.  You will then attract more like them.  Before long, you'll have a solid base of experience to talk about, along with valid clues that prove you have been there.

It comes down to this.  Your blog either leaves clues that get you hired, or that get you fired.  These days the playing field is crowded and the competition is fierce.  Authenticity is something that works for you or against you.  When in doubt, leave it out.

For the record, I am not necessarily a Brett Favre fan.

I'm just a fan of experience.

Besides, I live in Naperville, Il, the hometown of Sean Payton, who also had a brief coaching stint at my alma mater, Miami University.  Needless to say, I'm backing the Saints in the Superbowl. 🙂

Photo Credit:  !borghetti

Small Business Marketing Talk

"If I had known back then what I do now, I never would have started this business." This is a true statement, and something I used to say from time to time during the 20 years I operated my landscape contracting business. It's something you tend to say when you are experiencing one of the thousands […]

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Your Favorite Social Media Channel

is the one that will yield your greatest social media ROI. Marketing Style If you have been reading this blog for the past year or so, you know I consider your blog to be the center of your social media universe.  This is where you have the largest body of information that speaks favorably about […]

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Small Business DNA

You either have it or you don't. Operating a small business takes a certain mindset.   It's not so much about skills, but how you think.  You need to be intensely interested in learning, and willing to take action.  Most importantly, you must be prepared to do whatever is necessary to ensure the success of […]

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Why Small Businesses Are Confused About Social Media

They are listening to self-described social media experts who have little or no real-world business experience. The Problem Seth Godin recently made an interesting comment on his blog about the evolution of technology trends.   Here's what he said: The early adopters of the technology are the technicians that helped to create it.  For that technology […]

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The Art of Blog Tags

is based on the understanding your blog serves multiple communities. I was surprised to learn through my research that there is very little written on the art of category tagging for blogs.  My hope is this discussion will be both helpful, and also generate new discussions that we can all benefit from. The Science of […]

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5 Tips to Keep Your Blog Fresh: A Series Inspired by 150 Posts

Variety in all of its forms will keep your blog fresh, and your audience engaged. Yesterday we covered speed as a method for getting your blog read.  I suggested taking a fast food mindset to accomplish that.  Before that I discussed how to create titles that build curiosity.  Freshness takes all of this, and your […]

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Getting Your Blog Read: 5 Tips from 150 Posts – A Series

Build each post for rapid consumption by developing a fast-food mindset.  Content is not king.  Speed is.  Readers want to know at a glance that they can quickly consume your message.  That makes the first visual impression critical.  Most readers expect to read a blog post within a minute, with 90 seconds being the maximum.   […]

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5 Blog Title Tips from 150 Posts: A Series

Start with Curiosity Titles are essential for getting your blog read.  Vary the style to keep your readers curious, but also measure the response to determine what works best.  Here is what is working for me. 1.  How To – This is a very effective style that should be used when you have a legitimate […]

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