Free Webinar Offers Writing Tips to Small Business Owners

I just ran across a press release announcing a free webinar that promises to provide small business people with the basic writing skills necessary for getting your written messages across.

Titled “Writing it Right — Why the Words and Format Matter in Business,” this event will be held on Wednesday, August 5 from 1pm til 2pm ET.  Alan Siege, a small business expert who has been featured in Good Housekeeping and NY Newsday, will conduct the event.

During this webinar he will provide tips and instruction that should give you the confidence you need to do more writing, from memos and letters to emails and tweets.

According to the release, “This webinar is ideal for those concerned about the impression they make when they send written communications for their business.”

I don’t know Mr. Siege nor do I know anything about this event, but I wanted to post this because I take seriously my responsibility to share with you news and events that could help you take your business to the next level of success.

To learn more about this webinar, visit here.

What Michael Jackson taught me about minding my own business

Regardless of what you thought of him, you have to admit that Michael Jackson was a powerful figure.  The influence he had on our music, our culture, our country, and our world was simply amazing.

And while the media is enthralled with his personal life (and so was I for the first few days after his passing), I’ve now turned my attention to the business he built.  An icon of his magnitude was, most certainly, doing a lot of things right, and I’ve listed below just three that I’ve observed and plan to use as I continue to mind my own business. 

1.  Michael Jackson realized that his number one competition was himself.  Even once he’d proven himself as the “King of Pop” and his recordings had sold more than any others, he strived for more. 

At some point, you’d think he’d stop and say “OK, I’ve made it!  I’m at the top and no one is even close to catching up with me!”  But he didn’t.   He kept striving, even when the competition was himself.

There’s a lesson in that.

2.  Secondly, if there was something he thought was hindering him from reaching his goal, he got rid of it.  For us that could be negative people, destructive habits, or unsucessful practices we keep holding to, thinking that “one day” things will change.  Most times they don’t.

3.  And lastly, Michael Jackson taught us to be bold enough to invent something new.  If we follow his example, we won’t satisfied with the things currently around us, but we’ll have the guts to blaze a new path.  

Perhaps lke you, I’ve heard more on about Michael Jackson over the past week or so than I ever cared to know, but one thing I heard recently has stuck with me.  A musician acquaintance of his said that MJ had spoken with him about inventing a new instrument.  Michael Jackson knew what he knew about exising instruments and was creative, inquisitive, and daring enough to want to invent a new one.  That’s something!

And if you’re over 35 years of age, you may know that Michael Jackson revolutionized the way that music videos are done.  He was the first person to make them into the major productions they are today, complete with hundreds of people, changing sets, complex themes, etc.

His vision allowed him to see beyond the obvious and his talent allowed him to create what no one else had.

These three simple lessons are critical to business growth and can be found implemented by many successful businesses today.  I encourage you to take them to heart.

Rest in peace, Michael.  And thank you.

New Money Available for Small Businesses

If your small business is struggling due to today’s economy, you may be in for a pleasant surprise…

The Small Business Administration (SBA) recently announced that starting on June 15, the SBA will start guaranteeing America’s Recovery Capital loans.   Commonly referred to as “ARC” loans, these are deferred-payment loans made available to established, for-profit small businesses that need help making payments on their existing debt. 

The great news is that the ARC loans are 100% interest free, are guaranteed by the SBA, and have no SBA fees attached to them.

“These ARC loans can provide the critical capital and support many small businesses need to make it through these touch economic times,” said SBA Administrator Karen G. Mills.  “Together with other provisions of the  Recovery Act, ARC loans will free up capital and put more money in the hands of small business owners who need it most.  This will help viable small businesses continue to grow and thrive and create new jobs in communities across the country.” 

ARC loans will be disbursed within a six-month period and must be used for making payments toward principal and interest for existing, qualifiying small business debt.  This includes mortgages, term and revolving lines of credit, capital leases, credit card obligations and notes payable to vendors, suppliers and utilities.

These loans are being issued by commercial lenders, not by the SBA.

To learn more, visit http://www.sba.gov/recovery/arcloanprogram/index.html

What I Really Think of Twitter

Raise your hand if you’re on Twitter.

My hand is raised.

I must admit that when I first heard about Twitter I thought it was the silliest thing ever.  “Who in the world has time to deal with such a thing?” I thought.  “And why do I care what others are doing at any given moment?” 

Now I’m hooked.

There’s lots of debate about whether or not Twitter leads to financial gains and, quite honestly, I think the jury is still out on that. But I will say that my presence on Twitter has increased my web site traffic and has allowed me to connect with people that I wouldn’t otherwise meet. 

Some experts say that just two tweets a day is all it takes to gain a following and to build relationships.  Some days I tweet more, some days less, it just depends upon what I have going on and whether or not I find an ongoing stream of tweets that I want to join.  In other words, you can add your opinions, answer questions, or simply insert yourself into conversations that your colleagues and peers are already having on Twitter.  And no one calls you nosy or asks you to bud out.  It’s wonderful!

Some of the most interesting insights I’ve read about Twitter and other social media outlets are often posted on Twitter by a fellow participant I know as YPMarketing.com.  One post in particular, How to Get The Most Out of 140  Characters, is really helpful, especially if you’re just starting to get active on Twitter.  I encourage you to check it out. 

Then go to www.Twitter.com and set up your account.  Tweet a bit and see what happens.  If you like it, great!  If not, at least you can join in the debate.   

Note:  Once on Twitter, follow me at www.Twitter.com/GCDMarketing!

3 Business Lessons from Susan Boyle

I am loving this woman and her newly-found fame!

I’m sure you recognize her, who doesn’t know her these days?  This is a picture of Susan Boyle, the woman who wowed the world on Britain’s version of “America’s Got Talent” just a few days ago.  In a matter of hours, this humble woman went from being an unemployed villager to an overnight sensation.

I saw her last night on CNN’s Larry King Show and her presence was inspiring.  And when I hear her speak and think of her story, I see a myriad of lessons for those of us in business.  These lessons aren’t novel or new, but are worth repeating, especially now when the economy is taking its toll on us all. 

Lesson #1:  Just Do It!  Sometimes we all need a push out of our comfort zone to do what we’re in the game to do.  Prior to auditioning for the show, Susan seldom left the confines and comforts of her small village.  Going to the studio and getting up on that big stage took a lot of courage and as business people, we can learn a lot from her example.  

Lesson #2:  Ignore The Naysayers.  Did you see how rude the judges and the audience were to Susan?  When Larry King asked how she rose above that, Susan Boyle simply answered that she had to do what she’d come to do and couldn’t let the hecklers and haters deter her.  (These are my words not hers.) 

That’s remarkable!  How many of us get sidetracked by what others think or discouraged because someone else refuses to believe in our dream?

Lesson #3:  Be Authentic.  Offers are coming out of the woodwork from people who want to give Susan Boyle a beauty makeover.  So far she’s refused.  Good for her!  She’s planning to remain true to her to who she is and not allow others to mold her into what they think she should be.  

What a great lessson to those of us in business.  We need to stick with our brand and those who recognize the value we bring will come.  (Like Simon Cowell who is reportedly planning to offer Susan a record deal whether she wins the show’s competition or not!)

 Nothing new here, but important lessons worth repeating.

I take my hat off to Susan Boyle.  As far as I’m concerned, she’s already won.

How much copy is "too much"?

Copywriters are often asked how long promotional copy should be and the quick and easy answer is “as long as necessary.”  But for a more thoughtful examination, I invite you to consider the following 3 rules of thumb:

1. The more expensive your product or service, the longer your copy should be.

2. If your product or service has multiple features, you may need longer copy to adequately present them all.

3. If your product or service is something that most readers are familar with, you may be able to get your point across using shorter copy.

And more specifically…

For web sites:

Writer Nick Usborne says that the length of web site copy should be dictated by what the site visitors expect.  So when creating that copy, he suggests that you ask yourself questions like “How much do first-time visitors really want to learn from this page?” and “Have I provided enough information so they know where to click next?”

For ads:

A McGraw Hill study looked at 3,597 ads in 26 different magazines.  It was determined that the ads with 300 or more words were more successful than shorter ads in terms of brand awareness and prompting an action.  This strongly suggests that people don’t decide not to read an ad because they think it has too many words.

Ultimately…

Your copy length should be dictated by what you want it to do for you.

If you want the copy to persuade the reader to request a free sample or additional information from you, the copy can most likely be relatively short.

However, if you’re asking for more of a commitment (like asking for money or trying to close a deal), you may need to use longer copy to more fully and effectively get your message across.

And the direct marketer in me has to bring in the topic of “the list.” People will read what they’re interested in.  So if you’re marketing to the right list — meaning if you’re marketing to people who have a need or a desire for what you have to offer — they’ll read your long copy because they crave that information.

On the flip side, if you’re talking to the wrong audience, they’ll stop reading before the end, regardless of how many or how few words you use.

And so the debate continues… What do you think?  Respectful comments and insights are always welcomed here.

Come on, are you telling another story?

If you’re telling stories, I’m thrilled for you!   

Now before you call your mother and tell her that I’m encouraging you to lie, let me explain.

Stories get attention and telling an interesting story is one of the best ways of getting your sales message across.   Just consider this scenario…

You’re at a networking event and you meet a man who mentions that he’s in need of someone to complete his taxes.  You’re a tax preparer, so this is music to your ears.  Now, take a look at the following two ways you might respond:  

Response #1:  “I’ve been doing taxes for years and I’m very good at it.  I used to work at the IRS so I know what can and can’t be done, and I know how to get to the most current rules and regulations.  I love what I do, have lots of happy clients and, quite frankly, you won’t find a tax preparer who is more thorough than I am.  Would you like to schedule an appointment to see me next week?”

Response #2:  “Funny you should mention taxes because I just got a thank you note on yesterday from a woman whose taxes I did earlier this year.  She had come to me in a panic because she feared that she would owe money this year.  Thankfully, I was able to pull from my years of experience, including my work with the IRS, and when I was finished she didn’t owe the government a penny!  In her note she thanked me over and over and said that I was the best tax preparer she’d worked with.  That really made my day.  Would you like to schedule an appointment to see me next week?”

Which response would you prefer to call your own?

Not only would the story told in the second response be more interesting to hear, but it also allows you to get your point across without sounding like the boastful salesman in response #1.  In essence, you let your customer toot your horn and do the selling for you.   Smooth move!

Here are 3 tips for finding and telling a good story…

1. Testimonials are great story-telling tools.  Don’t be shy about asking your happy clients for them and use their testimonials as often as you can.
2. I love and appreciate email as much as the next guy, but good stories are often uncovered in “real-life” conversations — the kind where you can hear the joy, fear, or stress in a person’s voice and where how you say things matters as much as what you say.  Toward that end, call and/or visit with your customers occasionally just to check in and to determine if there is anything you can do to help them.  During such casual conversations, you’ll often identify great fodder you can use for your next story.
3. When telling your story, leave out intricate details that aren’t key and get quickly to your point.  It would be a shame to allow the delivery to ruin a good story.

 Some experts say that even your “elevator speech” (write to me  if you need me to explain what this is) should include a short story.   If you decide to do so, be sure that the story is consistent with your brand.  Don’t make a promise in your elevator pitch story that isn’t consistent with the promises made in your other marketing materials. 

Storytelling has been a part of life since the beginning of time and there’s no reason you shouldn’t be using them in your business.  The big guys are telling stories, and so should you.

Follow me on Twitter!  I’m at www.Twitter.com/GCDMarketing

What's Your USP?

Not long ago I was speaking with a very smart, successful client and I mentioned that an action she was contemplating didn’t seem to fit within her USP.  She gave me a strange look and I quickly determined that she had no idea of what I was talking about.

How about you?  If I mentioned your USP would you know what I was talking about or would you give me the confused look I’ve just described?

USP is an abbreviation for your “unique selling proposition.”  It is the thing or things about you and your business that make you different.  It’s what sets you apart from your competition and should be the reason people want to work with you vs. anyone else. 

As such, your unique selling propostion should be evident in any copywriting or marketing activites that are done on your behalf.

As an example, I’ll tell you a few things that are included in the USP for GCD Writing and Marketing:

-  thorough knowledge of and years of experience marketing health products and information

- direct mail expert

-  sensitive to the needs of small and women-owned businesses

-  very approachable, interested in educating clients

Your USP is not your tagline.  For example, “when you care enough to send the very best” is not Hallmark’s USP, it is their tagline.  Their USP may be that Hallmark provides one-stop shopping for all card and gift-giving needs.

Please send me a note at gail@gcdwritingandmarketing to let me know what you think is your USP.  And if you don’t know, you really need to get in touch with me.  Mention this blog posting and we can talk about that, for 30 minutes, for FREE.

Dealing With Mr. Know-It-All

Let’s call him “Tom.”

Tom is that customer that you want to work with, but whose ego is so large that even carrying on a simple conversation with him is difficult.  You can hardly get a word in.

Most psychologists would suggest that behind every big head is a small frightened man or woman struggling to be recognized.  Could be, but that’s a topic for another blog.  Rather than try to heal Tom today, let’s look at three things you can do to successfully use his ego to your own advantage.

1.  Silently thank him.  In a strange way, Tom has handed you a gift.  Rather than spending days, weeks, even months trying to figure out what makes him tick, Tom has made it clear that he’s motivated by what others think of him.  Why else would he spend so much time trying to impress you and everyone else with all that he knows? 

Based upon this valuable knowledge he’s handed you, you know that you need to position your product or service as something that will make Tom look great, even superior, in the eyes of others.

2.  Make him feel smart.  No, I don’t want you to kiss him where the sun doesn’t shine, but I do want you to applaud Tom’s past decisions.  And I want you to suggest that because he’s a person who makes wise decisions, it is obvious to you that he’ll be interested in what you have to offer.  

This tactic is often successfully used in direct mail pieces and other copy platforms.  For example, in copy selling a health product or information, I might write something like like this:  “The offer I’m making available to you today, dear friend, isn’t for everyone.  But based upon your previous buying experience, it is clear to me that you’re serious about your health and are ready to do what’s necessary to turn your life around.”  Get it?  In essence I’m saying that the offer I’m sharing with you today is only for the “smart people”, all others need not apply.

Another example revolves around a conversation you might have with a customer who is using an old, outdated version of a computer software program.  In order to get your Mr. Know-It-All to buy the upgrade you’re selling, you may have to say something like this:  “You know, the version you’re using was once top-of-the-line, and was exactly what all of the experts were suggesting. But now there’s something even better and because you’re someone who has always been on the cutting edge, I know you’ll want to be among the first to have it.  It will certainly keep your competitors’ eyes on you and help you maintain your status as a highly-regarded leader in your field.” 

3.  Make him feel special.  It would kill Mr. Know-It-All to know that what you’re offering him is the same product or the same deal that you’re offering everyone else.  So, do what you can to make him feel that what you’re offering him is somehow unique, simply because of how important and how special he is to you.  

One way of doing this is in conversation is to lean in when talking to him and lower your voice to just above a whisper.  This will give the impression that what you’re saying is for his ears only and is different from what you tell everyone else.

In copy, liberally use words like “exclusive” and ”special” to suggest to Mr. Know-It-All that the information you’re sharing isn’t being shared with the masses.  

Something as simple as personlization in a direct mail piece goes a long way toward making people feel special.

4.  Never try to compete with Mr. Know-It-All.  Doing so will only make matters more difficult.  Just state your case, using a tone and mannerisms that clearly convey your confidence and the fact that you know what you’re talking about.  A smart Mr. Know-It-All will recognize your authority and be open to working with you.

Don’t be a Know-It-All!  While it is a lot easier to talk about the other guy, please take just a few moments to take the “know-it-all” quiz:

-  Do you cringe when a business advisor suggests that you do something you’ve never tried?

-  Do you pretend to be an expert in areas of your business where you need help?

-  Do you reject ideas you don’t understand rather than ask questions?

If you answered yes to two or more of these questions, you just may be a Know-It-All! 

While this short quiz is done in jest to help ensure that you smile today, I hope you get the serious thought behind it.

Growth for the Know-It-All is hindered because he knows too much to learn anything new.  Don’t let a “know-it-all” attitude limit your ability to reach your full business potential.

Do you have a “know-it-all” story to share?  If so, I invite you to respond here or send me a private email at gail@gcdwritingandmarketing.com.

Marketing vs. Public Relations

I was recently asked the difference between marketing and public relations and thought I would address it here.

According to the American Marketing Association, marketing is “the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”  It is suggested that the term derived from the original meaning of going to “market” to shop for goods and services.

On the other hand, public relations is a lot more about perceptions and building relationships.  In fact, the Public Relations Society of America describes it as “helping an organization and its publics adapt mutally to each other.”  In other words, it is about enhancing your “public face” so that your publics have a favorable impression of you and what you have to offer.

Who are your “publics?”  Your publics are anyone who has an interest in your company and may include employees, stock holders, current clients, potential customers, the list goes on.

A simple way to look at it is to consider the intended end results.  At the end of a successful marketing campaign you want to have generated sales, site visits, some specific action.  At the end of a successful public relations campaign, however, you want to have generated goodwill and a positive reputation.

For example…

The public service announcment that plays on your local radio station is a public relations effort because it likely highlights a non-profit venture and does not try to sell anything.  But the radio advertisement that encourages listeners to purchase specific goods and services is marketing.

The speech you gave at a Chamber of Commerce event is public relations because it may have served to position you (and your company) as a trusted community leader, yet didn’t boldly sell your products.  On the other hand, the sales presentation you gave to potential clients is marketing because the end result you hoped for was a sale and not just an enhanced reputation.

Every business, no matter how young or how established, needs good marketing and good public relations.  They work hand-in-hand and at GCD, we can help with both.