“Hey, put that down and talk to me!”

This is what I wanted to say to the fellow marketing professionals I observed at a recent industry event.

We were at an educational conference, one full of noteworthy general sessions and interesting breakout discussions.  And, as with every event like this, there was time set aside for networking.

While networking isn’t my favorite thing to do, it is certainly a big reason why I attend these events.  I almost always leave with a handful of business cards, a few new contacts, and sometimes even the potential for new work.

But not this time.  This time was different.

When “networking time” rolled around and I scanned the room for a person to introduce myself to, I was amazed to see that so many people were sitting alone, head down, feverishly looking through and responding to emails and text messages on their smart phones.

Come on, people, really?  Did you really spend your money, or your company’s money, to do this?

I understand that checking in with our offices and responding to urgent requests is necessary, but not for the entire networking time!  I honestly felt as if it was an excuse some people were using to “escape” the room and to avoid human interaction.  And I fear that the world is moving more and more in this direction.

With every text message we leave and every email we write, we’re getting further and further away from what I think is real communication — the type that establishes relationships and builds businesses.

I’m guilty of it myself.  This remote way of communicating is faster and a lot easier.  But I think we all have to be careful of how and when we use it.  It shouldn’t be used as a substitute for more direct communication and it certainly shouldn’t absorb our attention during a networking opportunity.

We can all do better — including me.

Read this to learn who is buying fast food — and answers to other questions smart marketers need to know.

During a recent luncheon sponsored by the Direct Marketing Association of Washington, Janet Tonner of Vertis Communications (a full-service marketing communications company with offices across North America) shared information and statistics that marketers in any industry could put to great use.

Her presentation, entitled “Between the Lines”, was designed to provide new insights into how consumers use newspaper inserts, direct mail, and the internet to make buying decisions.

Tonner started out by telling us that most consumers fall into one of four of the following categories:

1.        INFLUENCERS. Influencers are open to change and are community oriented.

2.       LOYALISTS. Loyalists are community oriented and resistant to change.

3.       TRAILBLAZERS. Trailblazers are open to change and are individually oriented.

4.       GO-GETTERS. Go-getters are individually oriented and resistant to change.

I found this part of her presentation very eye-opening because it suggests that once I, as a writer, determine which of these categories my market falls within, I’m better able to craft a message that will resonate with them.

For example, if I’m talking to people who I determine are “Influencers” I should be careful to lace my copy with words to suggest that the action I’m asking them to take is for the greater good and not something that will impact them only.  And when writing to “Trailblazers”, I want to write copy that ignites a sense of adventure and fun.

Tonner also shared statistics and insights into how consumers make purchasing decisions based upon their age.  For example:

• When asked how they search for value,  consumers in generation X (34-45 year olds) and Baby Boomers (46-64) thought that coupons represented the best value deals.  In contrast, younger consumers (16-33 years of age) preferred the “Buy one get one free” offers and thought they represented the greatest value.
• When asked which media has the most influence over their buying decisions, the younger generations answered that the Internet did, followed closely by television. Consumers who are a bit older relied more heavily on print media, more specifically ad inserts and circulars.
• When the younger adults (age 18-34) were asked how they prefer to receive marketing offers, their answer was through direct mail!  That was a shocker to me and to many others in the room.  We all thought that this group would certainly prefer some electronic communication, but that was not the case.
• Baby boomers spend more money online than any other age group.

Some luncheon attendees were involved in fundraising, and they were particularly interested to learn that, according to Vertis’ research, readers of fundraising direct mail are stronger readers of print media and advertising than the average U.S. adult.

As it pertains to direct mail, Tonner shared that brand recognition is the main reason why most people will open a package they receive.  Consumers are also greatly influenced by the timing of the piece (whether or not they needed the product when the mailing piece arrived), whether they could feel something on the inside of the package, and by the offer of a special discount.

In terms of email readership, relevance was named as the main factor determining whether or not an email gets read.

The biggest surprise of the afternoon came when Tonner asked attendees to guess where the “ultra-affluent” had increased their credit card spending compared to last year.  Our choices were organic groceries, fast food, or health clubs.  I guessed health clubs.  I was wrong.  And if you guessed organic grocers, you’re wrong, too.  The answer, believe it or not, was fast food!

Yes, according to their research, “Ultra-affluent” consumers boosted their fast-food spending by 24% in the second quarter, compared with the year-earlier period, while fast-food spending among the rest of  U.S. consumers rose 8%.  Wow!  Who knew?

This DMAW luncheon was another opportunity to re-connect with business colleagues, meet new ones, and learn new information in a comfortable, convenient setting.  I hope to see you at an upcoming DMAW event.

Seven Keys To Successful Direct Marketing

On September 16th, I did something I’ve never done before…

I attended a monthly luncheon sponsored by the Direct Marketing Association of Washington — and it was absolutely wonderful.

I was greeted warmly by the conference organizers and directed to a lovely, quite comfortable room where the meeting would be held.

While waiting for the session to begin, I met several other direct mail professionals and reignited relationships with a few folks there that I already knew.   While I was pleasantly surprised to see them there, I really shouldn’t have been.  We were all seeking a way to connect with our colleagues while broadening our knowledge about our exciting world of direct marketing.  And things were certainly getting off to a great start.

After a tasty lunch, the speaker was introduced.  He was Tom Gaffny of Tom Gaffny Consulting.

Gaffny was a knowledgeable speaker whose words came alive through an entertaining presentation.  Titled Designing Winners, the goal was to share with us Seven Keys to Successful Direct Marketing.

“Design is a big deal,” he said, “but it is just a part of the creative process.”  So, as he explained, through a discussion of seven key points, he would discuss and show us examples of how to leverage design and copy to create direct marketing that works.

Here’s a very brief summary of the great points Gaffny made:

Key #1:  Its not about you. The point made is that our efforts have nothing to do with us, as direct marketers, but should be all about the person we’re mailing to.  They have the power, we don’t.  Therefore, Gaffny urged us to stop thinking like direct marketers, but more like a “real person” when we sit down to read our copy.

Key #2:   The Passion Pyramid. Gaffny discussed the difference between high passion donors and low passion donors.  The high passion donors know you and are interested what you have to say.  The low passion donors are the exact opposite.  His point is that you can’t speak with or motivate these two groups of people in the same manner.

Key #3:    Always consider the context. We were encouraged to consider everything else that’s going on when our packages are mailed.  The economy and world news are just two examples of things that can affect how the reader perceives our message.  Gaffny shared great examples of mailings that worked, and a few that didn’t work, based upon who the reader was and what was happening in their world when the piece arrived.

Key #4:  You have five seconds to be successful. Gaffny shared that he’s had the most success with mailings that were delivered in a #10 carrier, addressed in a handwritten font, with a real stamp and no return address.  He also stated that the more successful pieces don’t ever hide the offer.

Key #5:  Make it easy. It was stressed that our readers should be able to scan our pieces and quickly know what they’re about.

Key #6:  Headlines matter. Even when a piece doesn’t have a formal headline, Gaffney would argue that the first few sentences serve as the headline.  And he revealed that he’s a lot of success with pieces where the opening paragraph is just one line of copy.

Key #7:  Dramatize the offer. People love stories and they can be used to bring your offer alive.  Gaffny shared that people especially love to “hear” stories that they think they shouldn’t be privy to.

The presentation ended with a Q&A session during with guests shared their concerns and also their own experiences.

I commend DMAW for sponsoring such a great event and I’ll do my best to be at next month’s luncheon.    So should you.

The Person You Never Want To Partner With

Many business owners at some point consider partnering with another business owner. Sometimes it is a collaboration that lasts only long enough to accomplish a specific  goal, while at other times it is a longer lasting relationship.  In either case, I encourage you to be very careful about who you partner with, and I offer you one tip that some people have to learn the hard way…

Don’t partner with anyone who is “just like you.”

You see, while the business relationship may be stress-free and quite enjoyable, it will almost never lead to outstanding results because the two of you will bring the same skill set to the table.

For example, if you’re a writer, it wouldn’t make much sense for you to partner with another writer because that’s a skill that you already possess.  Perhaps you should instead partner with a financial whiz or an IT guy who can complement the talent your business already has in place.

That being said, there are some things you want to have in common with your business partner, including the same level of commitment and integrity, but the items on this list are few in number.

The same advice holds true for personal relationships, but that’s the topic for another blog. 

The Power of the Phone Call

Did you realize that there are companies out there who have a staff person solely dedicated to maintaining their social media presence? It’s true and I’m not sure how I feel about that.  You see, while I understand that this is oftentimes necessary these days, there’s something about it that really troubles me…

I admit that I’m “old school”.  (But certainly not old!)  And I began my career back in the days before the Internet and social media were king and queen of the world.  “Back in my day,” as they say, if we wanted to contact a colleague, business partner or potential client, we called them on the telephone.  Odd, huh?

Sure, we also mailed letters and sent faxes, but the phone call was almost always the first method we used for reaching out — and I’m glad.

You see, with that phone call I got to know the person in a way that social media, and even email, simply do not allow.

I could hear joy, displeasure, or nonchalance in their speaking voices.

I could tell by their tones what about our conversation they found exciting and what was boring them to death.

I could “hear” them laugh, smile, and groan.  And no matter what anyone tells you, no matter of exclamation points or smiley faces or “LOLs” or frowning faces can replace that.

I dare to say that those telephone conversations were a lot more honest and spontaneous than the edited and re-edited messages we get through social media and email.

So while I understand and greatly appreciate the power of social media, I also continue to respect the power of the phone call.  Do you?  Let’s talk about it…

What President Obama's Tax Bill Means For Small Business

President Obama today released his $3.8 trillion FY11 federal budget proposal with $17 billion in Small Business Administration 7(a) loan guarantees to help business owners increase access to capital.

We will continue, for example, to do what it takes to create jobs.  That’s reflected in my budget; it’s essential,” Obama said in a released statement

The president’s budget package includes $53 billion in tax cuts and $50 billion job-creating measures. Among them are small-business tax cuts, green technology investments and transportation infrastructure programs. It also includes $30 billion in incentives for small businesses that hire new workers or increase wages.

The Obama administration is seeking an increase in the 7(a) loan guarantees to $5 million, up from $2 million in FY10.

The administration is also proposing to allow companies to immediately deduct 50 percent of their qualifying investments, another aspect of his job creation plan. The budget proposal would also allow small businesses to write off up to $250,000 of qualified investments in 2008 and 2009, a provision that would cut taxes by more than $1 billion in 2009 and 2010.

And perhaps one of the most key provisions in the administration’s plan is to permanently eliminate small business capital gains by excluding from taxation 75 percent of the capital gains for investors in small businesses who hold their investments for five years. This provision will save small business owners nearly $1 billion over 10 years. The president’s budget proposes to completely eliminate the capital gains tax on small business stock.

There’s a one-year extension of the Making Work Pay tax breaks, originally delivered as a part of last year’s stimulus package, that will cost $22 billion. The credit resulted in slightly higher paychecks for 110 million families, according to the White House. The budget would make permanent tax cuts passed during the Bush administration for all except high-income households making more than $250,000 a year.

But not everyone is convinced that the White House budget proposal will be good for business.

Senate Minority Leader Mitch McConnell, R-Ky., told CNN on Sunday that Obama’s budget would raise taxes, especially for some small business owners. “If you’re a small business and pay taxes as an individual taxpayer, your taxes are going up,” McConnell said. “So is that a great environment in which to expand employment? I think the answer is no.”

The debate has just begun.

What does a hardworking, underpaid entrepreneur have to be thankful for?

I know what you’re thinking…

You’re a small business owner.  You work all of the time and aren’t nearly as much fun as you used to be.  

Your business seems to have more valleys than peaks and it’s becoming more and more difficult to remember why you thought this was going to be a good idea.  

And now the world wants you to be thankful?  For what?

I think that every business owner has felt this way at one point or another, but I know of at least one thing that every entrepreneur can be thankful for — VISION.

Entrepreneurs have a vision, a goal in sight.  And we’re willing to work it, breathe it, and live it so that it has a chance to come to life.

If you’re like me, you’ve  had several chances this year to do other things.  And you, like me, may have wanted to kick yourself at times, wondering why on earth you didn’t grab hold of some of those opportunities. 

But the truth of the matter is that you didn’t go for them because those so called “opportunities” were not a part of your vision.  And, while they may have been perfect for someone, for you, they simply didn’t make sense.

So, my fellow entrepreneurs, when you consider what you have to be thankful for his year, don’t forget to give thanks for your own unique vision — and for the courage and strength you exhibit every day as you grow your business. 

Wow… that’s three things you can be thankful for!   Join the discussion and write a few more below…

Hanging Out With My Market

I spent most of last week at the annual conference of the American Association of Retired Persons (AARP).

While I’m not a member yet, I had a ball! And, more importantly, my attendance provided a remarkable opportunity to hang out with members of one of my major markets — seniors.  As you may know, a lot of writing is geared toward men and women who are in their in their golden years.

I was able to attend sessions with these folks and could determine some of what worries them, what brings them joy, what interests them, and what makes them laugh.

I was also able to walk the exhibit floor and got a really clear idea of what companies captured their attention and which didn’t. For example, I learned that regardless of age, women love jewelry! And, more seriously, I learned that health care is on our seniors’ minds now more than ever.

I encourage you to do what you can to get up close and personal with your customers and the people you are trying to reach.  Nothing beats spending a few days with them to figure out how to position your products and services in a manner that will make them take notice.

"How To" Conference for Small, Minority and Disadvantaged Businesses

If you’re…

How "Outrageous" Can You Get?

Earlier this week I attended an event that featured Bill Glazer of Glazer-Kennedy Insider Circle as a speaker and, boy, am I glad I did!

Mr. Glazer is one of the most successful marketing gurus in the world.  He’s teamed with the legendary Dan Kennedy to provide advice to small businesses all over the country, in every industry imaginable, and the opportunity to hear him speak locally was a rare treat.

Glazer’s very insightful presentation included a discussion of what he introduced as the seven steps to successful selling.  In a nutshell, they are…

1.  Sell to someone differently.  Glazer suggested that business owners expand their borders and stated that the Internet makes this very easy to do.  He also encouraged people to find a niche, and emphasized the fact that advertising yourself as a specialist usually allows you to charge more for your work.

2.  Sell differently.  He said that you have to make it OK for people to purchase what you have.  The government’s recent “Cash for Clunkers” program is a good example of this principle at work.  Suddenly, it was OK to purchase cars again.

3.  Sell something different.  The point is to be responsive to your market and adjust what you offer to fit what people want to buy.

4.  Create more value.  In tough economic times like these, businesses need to be especially aware of their need to give more for less and make customers feel as if they’re getting a great deal.

5.  Have a strategic status.  This helpful tip suggests that you position yourself as an authority, an expert — and not wait for anyone to do that for you.  For example, there as a woman in the audience who sold real estate.  By following this tip, she would quickly assume the title of “the best woman real estate agent in her county.”  “Don’t wait for others to give you the status”, explained Glazer, “just take it!”

6.  Association.  Zig Ziglar said that if you hang around nine dead, broke people, you’re soon likely to be the tenth one.  Glazer expanded this thought to emphasize how very important it is to associate only with people who support your vision and challenge you to grow.

7.  Develop a of Good Direct Response Marketing System.  “Everybody’s bored and overwhelmed,” said Glazer.  Therefore, according to Glazer, our marketing materials should be “outrageous” if they are to get the attention we’re after.

In addition to these seven tips, Glazer provided additional insights and encouragement and as one of the 100+ entrepreneurs in the room, I can honestly say that attending this presentation was time well spent.

If you ever have an opportunity to hear Bill Glazer speak, I encourage you to do so.  In the meanwhile, you may want to get a copy of his latest book, “Outrageous Advertising that’s Outrageously Successful.”  Just look for a cover with a man wearing a straight jacket and a crazy expression on his face and that will be it! 

How’s that for outrageous?  LOL!