Get your “Gilmore” Going!

Unless you have been living on another planet, you’ve probably heard of the quirky chick sitcom called “Gilmore Girls”. Though I have no hard evidence to prove it, I’m betting that Chinese take-out, coffee and assorted snack purchases for women ages 15-50 went up while that show was on the air (which ran on the WB network from 2000-2007). How can I make this claim? Because every week Lorelai Victoria Gilmore (played by Lauren Graham) and her daughter Rory Gilmore (aka Alexis Bledel) drank copious amounts of java at Luke Danes’ (Scott Patterson) diner, and ate (supposedly without gaining an ounce) amazing amounts of Chinese take-out and snack foods. Not far into the first season, the mere sight of all that constant arabica/food consumption often lead me (during a commercial break of course) to prepare a decaf version for myself. And before we knew it, in betwixt enjoying “girl time” with my own 2 teenage daughters, our little coffee klatch/snack time swiftly became a part of our weekly Gilmore-watching ritual.

So what does all this mean to you as a business owner? In a word - LOTS! Your branded communications tools (website, collaterals, print advertising, etc.) can have the same powerful effect on your customers and prospects; they can distinguish your firm, educate, persuade, motivate and sell IF you make sure they hit all the right buttons. And while I’m pretty sure that Amy Sherman-Palladino (the Gilmore creator) and producers did not NOT have any kickbacks from the coffee, Chinese restaurant or snack food cartels - the positive way and consistent take of how they presented these options, surely sent sales in those sectors winging.

In a world that is cluttered with competitors now more than ever, the game is all about connecting and capturing. So what do you have to do to get your own “Gilmore” going? Have a really great grasp of who your best clients are, what they need and how your particular product or service is valuable to them. Formulate a strong brand, which overtly (and positively) meshes with and communicates to your unique target markets. Struck your stuff, detailing everything that that makes your company sparkle - whether it’s fostering amazing client relationships, providing terrific services, or delivering superior products.

Maintain your signature style, create memorable messaging, get out and about in diverse venues (via networking, online presence, traditional print, etc.) with consistency, and you are sure to reap measurable returns.

I LOVE Joe Connolly!

How can you not love a guy who reports so well on all manners of global, national and small business topics?? Mr. Connolly’s succinct insight can be heard every day via WCBS 880, a New York City based radio station. But the best stuff from this Wall Street Journal reporter comes to light in the slick, jointly produced Small Business breakfasts and lunches that he regularly hosts.The topics are always pertinent and new networking opps abound with attendees from the tri-state area.

I recently attended the last one (held in White Plains) and as usual Joe picked the brains of several successful entrepreneurs, getting their spin on what it takes to thrive in a down market. The room was packed, with active audience participation. Though the industries represented could not be any more diverse (there was a mover, a business management consultant, a nutritionist and a limo company owner) the common thread was about taking action. Through a pointed Q&A’s, all these entrepreneurs shared a brief overview of their firms, their unique challenges and how they are navigating through a sluggish economy.

Here’s the scoop: They all invested in their respective businesses - whether it was by taking over another competitor, marketing their expertise, or diversifying services (in reaction to client or market needs). Bottom line these folks were on the panel because they had salient points that other business owners could benefit from.  Joe keeps the conversation on point and is not shy about pressing someone to qualify broad statements. The energy in the room is always electric, and the model that WCBS is using (carefully timed events, great topics, assorted vendors with giveaways, in various locales in NY, NJ and CT) are helping newbies and established business owners alike.

My advice to all entrepreneurs - find the time to attend your own version of a WCBS Small Business Network function. Because whether you are reminded about stuff you already know, learn a few new tricks or make a valuable new contact, vibrant forums can absolutely help you become more productive and successful!

Avoiding Advertising Mistakes

According to Jay Conrad Levinson, author of Guerrilla Marketing, there are 25 things that people do that result in disastrous or weak returns when it comes to advertising.

These tips are INVALUABLE — so I pass them onto you as is, so you can avoid these very costly advertising mistakes. (Please see my Top Ten Success Tips underneath.)

1. Premature abandonment
2. Silly positioning
3. Failure to follow through
4. Starting without a plan
5. Wrong media for the right audience
6. Right media for the wrong audience
7. Unclear to prospects
8. Not understanding clients
9. Not understanding self
10. Exaggerating that undermines truth
11. Not keeping up with change
12. Unrealistic expectations
13. Over- or under-spending
14. Saving money in the wrong places
15. Inattention to tiny but nuclear details
16. Missing the point about profitability
17. Thinking it can be done without hard work
18. Unimpressive first impressions
19. Too many committees or layers of management
20. Not using media to support efforts
21. Not supporting advertising with other marketing
22. Starting out in the wrong direction
23. Allowing success to begat lethargy
24. Judging future by the past
25. Boring advertising

Pattie’s Top Ten Tips for Winning Ad Campaigns

I’ll start with this freebie: Your mother, friends and assorted acquaintances’ opinions don’t count. If you follow through on the other ten, you will reap much better returns!

1. Get a professional graphic designer to create a winning brand.
2. Use the same graphic designer to produce all your ads & collateral materials, reflecting your strong (& very unique) brand.
3. Work with a professional marketing copywriter, who can create polished, perfect prose to engage the specific market(s) you are seeking to reach.
4. MAKE AN OFFER – ads with offers work. I don’t care what the demographic market is – everyone loves a deal.
5. Have a deadline. 60 Days works best — it’s been tested and proven a gagillion times, so don’t question this, just do it.
6. Test, test and test again! Great campaigns evolve as a result of research, risk-taking & tweaking. Till someone comes up with a crystal ball – this is part and parcel of nailing big wins.
7. Get advice from a media placement specialist – deals are out there on traditional print and radio that you might not be aware of.
8. BE DARINGLY DIFFERENT. Lots of really creative ideas get shot down everyday. Dare to be advised by your creative team.
9. Guard your brand and style guidelines with all your might. ‘Nuff said.
10. Diversifying is not just for stock portfolios. Winning ad campaigns get the word out in various mediums, including PR, train station platform advertising (one of my personal favorites), direct mail and various web-based platforms, including regular e/mail, branded e-newsletters, e-ads, crosslinking, blogging, YouTube, podcasting, etc.

Getting Your Business Started with UMPH!

Let’s say you are like most entrepreneurs. You have an idea. You think it’s brilliant. Your friends think it’s gonna make you a billionaire, and you are ready to do what you need to, to make this dream a reality. Before you quit your job and run headlong into this new adventure, stop. Get the following in order so you can give yourself a fighting chance.

• Put together a real business plan, wearing the CEO, COO and CFO hats. The plan should outline all the basics surrounding the cost of your operations, for at least one year. This includes, but is not limited to, purchasing office equipment (desk, filing cabinets, bookcases, phones, fax, printer, scanner, PC, cell phone and a laptop + the relevant operational and Customer Relationship Management (CRM) software); rent, insurance, internet and phone services, marketing (we’ll cover this in more detail shortly), sales initiatives, gas, tolls, miscellaneous niche consultants, air and other travel expenses, entertaining, cost of producing your goods or delivering your service, admin help, IT person, lawyer, bookkeeper, accountant, and business filing fees, trade and other membership fees, printing and mailing charges.

• Assess the yearly & monthly costs of these. Add 25% - 50%.

• Create a separate marketing plan. Businesses that don’t take into account the cost and the time involved with getting the cash register ringing (read marketing, advertising and the process of selling) are planning to fail. A realistic marketing plan includes the cost of the following: figuring out your geographic footprint (local, regional, national, or global); best target markets - how and where you will engage them; developing a strong brand and the tools, a website and a suite of collateral materials that “speak” to your target market(s) – i.e. a business card, letterhead, brochure, website, oversized postcard(s), print ad, web ad, etc.; attending networking functions, sponsoring a local high school team, taking ads in industry or Chamber journals, sponsorships, internet marketing, direct mail campaigns, PR, attending trade shows and business expos, etc. The team you need to help you accomplish all these tasks should include: admin/sales help, marketing consultant, business consultant, graphic designer, webmaster, printer, and a marketing communications copywriter (SPECIAL NOTE about Copywriting: Getting an “A” in creative writing in college does not qualify you for this job! Being a staff reporter is not the right credential either. See “Making Sales with Authentic Copywriting” for more details).

• It’s a lot of hard work. Forget visions of lying on a beach somewhere in Hawaii. Newbie business owners who succeed live and breathe their business 24/7, and working incredibly long days for years! Fact is no matter how many people you know, creating trust (and generating sales) takes an organized, respectful process & time, lots of it.

• You don’t know everything. Smart entrepreneurs take the time to get educated as to all the hats (and their specific job functions) they have to manage, as well as the functions they need to outsource in the course of getting their business up and running quickly. I’ve interviewed scores of millionaires who admit that they would have made it to that “millionaire mark” sooner had they focused on what they did know how to do, versus leaving it up to chance, or worse, trying to juggle everything themselves long term. The ones that make it BIG all say the same thing — they hired or worked with an assortment of professionals who were specialists in a range of important areas — operations, systems, organization, marketing . . . and a marketing communications copywriter. Bottom line: most business owners who try to do everything over the long haul to “save money” usually end up treading water instead of sailing ahead.

(Special Note about Copywriting: Getting an “A” in creative writing in college does not qualify you for this job! Being a staff reporter is not the right credential either. Marketing copywriting is serious work, and a blend of art & science. See “Making Sales with Great Copywriting” for more details).

Making Time in ‘08

(Revised from March 17, 2007 post)

Okay - so there are only 24 hours in a day, right? So how do you “make” more time? It’s not as hard as you think.

With just three simple steps, you can create the time you need to do stuff that keeps getting put on the back burner.

A) Take one week and track your time. No cheating - make a log that counts every second, from the moment you wake up to the moment your exhausted head hits the pillow ( I did not say this was going to be painless, did I?)

B) Take a hard look at all the time you wasted ( like the 30 minutes you blew surfing the net for travel deals when you should have been working on a project, returning phone calls, etc.). See how much of your time is dealing with e/mail … sorting, tossing, answering, etc. I bet right now you let yourself get involved with email at least 10 times a day, if not more … Effective time management can rescue you from this trap.

C) Take command of your life! Yup, Stage Three is the best, because you get to create the work-flow chart that meshes with your personality, your job and your responsibilties. And that very simply means you must allocate those precious seconds, minutes, quarter hours, mornings, etc. in a very deliberate, methodical manner. Keep in mind three things you must do each day - review tasks, sort by priority, allocate defined time to attend to each task. By embracing this self-produced time allocation system you will actually be able to take control, work more effectively and keep organized!

A well-organized schedule for at least 3 days a week should be something that includes:

1. Lunch time away from your desk, even if it’s a half an hour
2. Short breaks, one mid-morning and one in the late afternoon
3. Defined times to return and make phone calls
4. Prescheduled times to check, sort and toss emails
5. Calls or emails to follow-up on new networking leads

In between this new regimen, make sure you plan at least one full hour where you can work without interruptions. The last two days can be earmarked for catch up work, intensive sales calls, uninterrupted project time, special networking events or client meetings as needed.

It will take 21 work days to get this whole new approach integrated into your daily routine, so that you are comfortable with it. Studies have proven that this is the minimum amount of time it takes to firmly establish a new regimen. It may seem nonsensical, even annoying, but you will be fighting yourself as you move through this adjustment period. Do not turn back! This new system will work better than the daily frantic pace you have most probably gotten used to.

Know that each day will throw you an assortment of curve balls. But if you actively start to manage your time, you can create a customized system that allows for more effective & more productive workdays, which is never a bad thing!

Ringing In the New Year with Gusto!

Greetings Fellow Success Enthusiasts!

From all that I’ve heard and seen at various networking functions, client meetings, training sessions and net spots, it’s been one heck of a year! Despite the wizardry of an increasing amount of “time-saving” techno-gadgets, almost everyone is still breathless at the end of the day…

Kinda ironic, don’t you think?

While I like most of the the “new-fangled” stuff, and begrudglingly admit that many of these widgets serve a purpose - it’s becoming a full-time job to keep up with it all! The lingo, the “Terms of Agreement,” the instruction manuals. . .

My suggestion to all - take a deep breath in 2006.

Get down to the nitty-gritty of what makes your business hum. It’s the people, the relationships, the shared glances of comraderie between peers when some goofball at a gathering acts out of place, the shoulder you offer when a client vents his or her frustration in a phone meeting … these moments are what are important. Your attention to these details are what make you stand apart from the competition.

Not the gadgets.
Not the gizmos.

They can actually hinder you (but that’s fodder for another post!) So - make it a Top Priority for 2006 to sweep away all the clutter, and boil your business down to the essense - start with turning your attention to three things:

-Determine what makes you valuable to your clients
-Haul away the garbage and do what you need to, to improve your performance and hence, your VALUE to your clients and prospects
-Take measured steps to insure that your employees help you achieve your goals

Set some simple, ACHIEVABLE goals within a sensible timeline; like “I’ll read more about what other industries are doing,once a week” or “I’ll get to one new networking thing a month,” or most importantly, “I’ll make the time to refresh, and encourage my employees to do the same.” You’ve heard it all before, but it’s worth repeating: some of my best ideas come to me when I’m NOT at my desk!

Like many, I’ve taken a lot on this past year, and will be doing what I can to trim and refine my initiatives, while balancing more “stuff to do” - like posting to this Blog, interacting with and producing new educational tools with more of my peers, publishing my first book, doing more radio & TV “Success Segments”. YIKES! It DOES sound like a lot, and I will post my progress (and setbacks) in smaller chunks in the New Year.

I’m wishing you all great success in the New Year, with more balance (I will NEVER give up my quest for that!!) and of course, personal and professional growth that helps you drive more business to your door!

Here’s to a Joyous Holiday Season,
Pattie