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by Leslie Hamp, Certified Marketing Spitfire™

What’s the first thing that pops into your mind with the mention of the word marketing? Do you get excited about all of the possibilities…or do you freeze at the thought of developing strategies and tactics?

90 percent of small business owners do not have a marketing plan, yet most know that it takes seven to 10 impressions to make an impact and inspire a prospect to take action. Repetition is critical, but what is the best way to proceed?

The surefire way to ensure success is to pre-determine your marketing and the action required to reach seven to 10 impressions. Here are 7 strategies to focus your efforts:

1. Be remarkable. Identify your goals, your strengths, and your target audience. Define ONE quality that sets you apart from your competition and turns your customers into loyalists buying from you again and again. What are you willing to stake a claim on? Focus on that ONE remarkable quality, develop a clear, consistent marketing message, and repeat that ONE marketing message in everything you do. If you repeatedly launch new marketing messages, you are starting all over each time and will be spinning your wheels for naught.

2. Maximize word of mouth. When you have a business identity or brand that inspires, fascinates, engages and rewards customers and employees, you are going to be talked about. There is no denying that the opinions of trusted family and friends play a key role in influencing the purchase behavior of others. Can you come up with a creative campaign that will get lots of people talking? Are you encouraging referrals? Do you have testimonials in your print, web and on-site displays that reflect the ONE remarkable quality that is the basis of your business and marketing?

3. Free Media. There’s a great big world of media available online and off, and a lot of it is free. If you provide newsworthy information, your news releases will be published or aired. So what’s your hook? Are you launching a new event, releasing a new book or announcing a new program? Is there newsworthy information to highlight about you, an employee or a customer? Think big, develop a hook, and reinforce your ONE marketing message along with the who, what, when, where and why of your news release. Distribute online and off.

4. Knock Your Socks-Off Service. Be sure you and your employees are delivering unbelievably great service under every circumstance. Answering the phone with enthusiasm, putting paperwork on the back burner to assist a customer, and listening to each customer should be a no-brainer, but sometimes a hectic day puts good intentions on hold. Focus on your ONE remarkable quality and give customers knock-your-socks-off service. They’ll likely have something very good to say about you to others.

5. Get in the Limelight. One of the best ways to spread your ONE marketing message is to speak to organizations, associations, clubs, and radio audiences. Keep in mind that Rotary Clubs, local business groups, school foundations, radio networks and other organizations are always looking for program ideas. Make their job easy by offering your expertise. Determine where your target audience spends his/her time, select an organization that’s a good fit, contact the program coordinator, and offer a presentation targeted to the audience. You’ll be positioning yourself as an expert while reaching new prospects.

6. Collaborate. Also called fusion marketing by Jay Conrad Levinson, the Father of Guerrilla Marketing, collaboration is a tool that many small business owners overlook. Yet research shows that working with others increases productivity, motivation and results. Collaborations combine the efforts of two or more entities to explode joint marketing efforts. The keys: Identify potential collaborations, determine what each of you brings to the table, and create a win-win situation where you can shout out your ONE marketing message.

7. Hire a marketing coach. If you are stuck, it may be that you are overwhelmed, at “a fork in the road” and unsure of your next step. Enlist support. Hire a professional coach and consultant to help you redefine your unmistakable brand identity, your ONE marketing message, and action steps to ensure success.

While there are many more ways to guarantee you will make an impact, these seven strategies will get you started with a solid foundation for strengthening your ONE marketing message. Be sure to put it all on paper so you have a map guiding your efforts and ensuring that you focus on the ONE quality that sets you apart from your competition and makes you truly remarkable in the eyes of your customers and prospects. Be consistent. Be clear. Be ready to skyrocket results.

Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their fre*e Marketing Mastery Success Kit, visit www.boostyourbottomline.com

by Bea Fields, Certified Guerrilla Marketing Coach , author of Millennial Leaders , Edge: A Leadership Storyand President of Bea Fields Companies, Inc.

As we move into future, we are going to be experiencing both changes and opportunities in the business world that are going to challenge us in ways we have never experienced in the past.

As business, community and political leaders, we are going to be called to step up to the plate and embrace our employees, constituents and customers as our most valuable assets, because more than ever before, they are going to hold the secret to our success. I know that we hear this every day, yet many people honestly don’t know how to build a sustainable company through people.

In this article, I share five of the most important skills leaders and teams will need to embrace in order to thrive in tomorrow’s world.

1. Radical Innovation

Is your business or organization really designed for innovation? Are you sure? Every day I speak to leaders who swear that their businesses are designed for innovation, but in my opinion, this is usually not the case. Why? Because they are stifling open debate, shooting the messenger and making it unsafe for people to voice their opinions.

If your business or company is truly an innovative one, your doors will be open for debate, and your culture will be designed to make it psychologically safe for both employees and customers to voice not only their suggestions, dreams and goals but their concerns, complaints and frustrations. A recent article in Harvard Business Review: The Customer-Centered Innovation Map is a must read for any business that wants to thrive in the future. The article comes from the perspective that when a customer buys a product or service from your company, they are actually hiring you to get a job done. This “job to be done” could be to make more money, look more beautiful, live a more healthy life, move into a dream home, become more credible or build a better relationship.

At each step of the process of the job getting done, both your employees and customers are going to experience both successes and struggle points (and some people will struggle more than others.) By carefully mapping the job a customer is trying to get done, you can find golden opportunities to innovate as you help the customer through your process. Along the way, you will want to ask questions such as “How can we do this much more efficiently?” and “What struggles and inconveniences are our customers experiencing?” and “How are trends affecting the way the job gets done?” and “What causes execution to go off track?” As you move through the life cycle of working with a client, looking at each and every compliment, complaint and challenge can open the door for your company to provide a new product, offering or level of customer service that will set you apart from your competition.

2. Intellectual Horsepower

It is going to become more and more difficult in the future to stay ahead of your competition if your team is not the best and the brightest in your industry. Intellectual horsepower includes not only IQ (many people believe that an IQ of 130 is needed today to be a top player) but includes transferable skills, the ability to understand and break a complex situation into logical steps and being super sharp, agile and a quick study. Intellectual horsepower also includes being able to embrace paradox and ambiguity and being adept at functioning effectively in the midst of opposing ideas or forces.

If you go back and consider the above topic about mapping the job the customer needs to get done, you will be able to identify the skill deficits in your organization. Each time a customer voices a success, ask yourself “Who worked with this client, and what skills were at play to make this customer experience outstanding?”

On the same note, if a customer’s job is not getting done, it’s time to step back and ask “What skills are missing from this process that we need in place?” From there, you can provide your team with the training and development needed to create outstanding customer experiences. Once you have trained your employees, if you have someone on your team who just doesn’t “get it”, then it’s time to replace that player with someone who can “get it” and get it quickly.

3. Employee Development

There are two scenarios that I often see in the work I do as a leadership coach:

1. The company relies on the heroism of a few employees to keep customers happy or

2. Customers constantly run to the owner of the company, who seems to be the only person who can clean up a mess

Both of these scenarios probably mean that your company is failing, that your service is lousy and it’s time for some rigorous employee development, and I don’t mean putting your team in a training room hoping they will get what they need in order to do a great job. As a leader, your job is to build a true learning organization, one which provides your employees with ongoing customized training and coaching so that they can step in and run your company at a moment’s notice. This process begins with a very thorough examination of what’s really going on in your company (this is time for you to become your biggest critic), making a list of every asset and shortcoming and each employee’s key strengths, weaknesses, opportunities and threats. Your next steps will be to design and implement a customized program which includes an on-the-job training and development program for each employee in the company.

After six months (12 months max) of on-the-job training, if someone in your company cannot be trained to move up, then as harsh as it may sound, that person will more than likely become obsolete in the next few years. As technology advances and our global economy become more and more competitive, it is going to be critical to have a rock solid employee development system in place, and that development program should be designed so that an employee can advance in your company. If an employee cannot develop the skills needed to move up in your company, that position will become a financial and productivity strain on your company. Simply because you are not addressing training and development does not mean that your competitors aren’t, and those that do will have one leg up in the future. It’s that simple.

4. Strategic Agility

In today’s world, your customers may know what they want, but in most cases, they don’t have a clue what’s possible and what creative offerings you can bring to the table.

One of the reasons Apple is so successful is because Steve Jobs has an uncanny ability to know what customers need and want before they request it. None of us knew that we wanted a white ear bud and 10,000 songs in a tiny device that could easily slip in a shirt pocket or the palm of a hand, but boy did we ever eat it up!

By fine tuning your strategic thinking, you will be able to anticipate future consequences and trends, create competitive breakthroughs and paint a vision of what your company will look like tomorrow (which always infuses a sense of inspiration and optimism into a company).

One of the best ways to strengthen strategic agility is to move your team from working on details to a place of curiosity and imagination. By asking some radical questions such as “What would a doctor, actress or astronaut tell us we need to do in the future?” or “How would we change our business if we moved the headquarters to China?”, you will find that your perspective will broaden and your focus will sharpen.

5. Technological Savvy

I know, I know. Everyone is so tired of talking technology. But there are some amazing things happening out there right now. Many cutting-edge companies are using Facebook to build networks, the tool Second Life for training purposes, and games like Warcraft, EverQuest and Lineage are being used to strengthen strategic thinking, the quest for speed and to stimulate discussion about the world of business and finance.

I believe that Generation Y holds the key to your ability to build a tech savvy organization, so don’t discount what they can bring to your company. They are our future, and it’s time to start welcoming them and allowing them to teach us what they know so that we can leverage their knowledge for our future success. Generation Y will provide you with a terrific opportunity to deliberately develop out your company’s capabilities, so embrace them, learn from them, develop them and lead them. You will set the tone for generations to come that you respect young, eager, creative minds.

by Lou Bortone, ghostwriter and certified Guerrilla Marketing Coach

There’s no question about the many benefits of writing a book and becoming a published author. Writing a book gives you instant credibility with clients and prospects, solidifies your expert status and builds your personal or corporate brand. In fact, studies indicate that, while more than 80% of the population wants to write a book, only tiny 2% will ever actually do it! Why? Most aspiring writers cite lack of time, lack of focus or lack of knowing how to physically undertake such an ambitious project.

Enter ghostwriters. No longer those shadowy figures lurking behind the scenes, ghostwriters today are experienced professionals who help aspiring authors write the book of their dreams. These writers and journalists work with their “authors” for months at a time to make sure their book gets written right. Most executives call upon ghostwriters to write for them simply because they don’t have the time or resources to do it on their own.

The price and quality of ghostwriters span a wide range. Like anything else in life, you usually get what you pay for. You can take your chances and try to find a low-priced freelance writer on Elance.com, but you’re far better off trusting your project to a pro who comes recommended from a trusted source or referral. That said, you can expect to pay a good ghostwriter upwards of $50,000 for a full-length, non-fiction business book.

The writing process can take 4 – 6 months to complete your manuscript, but good ghostwriters also serve as an advisor during the process, making sure that you’re project stays on track and is ultimately marketable. However, most ghostwriters rarely get involved in the actual publishing process.

Ultimately, your book is only going to be as good as the material and creativity you provide to your ghostwriter. You’ve got to stay engaged in the process and provide ongoing feedback in order to end up with the book that you envision. Still, with weekly meetings and timely feedback, the process can go smoothly and quickly.

Remember, not all writers are created equal. Look for a ghostwriter who is professional, dependable, collaborative, discreet, easy to work with and not afraid to tell it like it is. Find the right fit and you’re on your way to becoming one of those elite 2% who actually write their book!

Lou Bortone
lou.bortone@gmail.com
www.GhostwriteForYou.com

As it turns out, plenty! I went to a Boston Red Sox game with my family this weekend and, in between buying outrageously priced $6 hotdogs and $5 Cokes, I thought about what America’s past-time has in common with marketing. I know, you may think it’s a bit of a stretch, but these simple analogies are actually pretty obvious…

1. Keep your eye on the ball – Let’s start with the most apparent. It takes an intense focus and concentration to hit a 90 mile-per-hour fastball. You’ve got to have the same kind of deliberate attention to your business and your marketing efforts. Don’t take your eye off the ball!

2. Be (baseball) ready – During every single pitch, I noticed infielder Dustin Pedroia go into his “baseball ready” stance. On his toes, ready to respond, and completely ready for anything that might be hit his way. Are you paying attention in your business? Are you nimble, prepared and ready to react?

3. Swing for the fences – It’s rare that you see a wimpy, half-assed swing in the major leagues. These guys are playing like they mean it! In your marketing efforts and in your business in general, you’ve got to take big swings. If you want to hit home runs, you’ve got to swing for the fences!

4. Work as a team – No matter how good the individuals on the team are, it’s the team that wins ballgames. While this is painfully obvious, you need to ask yourself how teamwork can benefit you. Are you developing relationships and joint ventures? Are you leveraging your partnerships? How can you use the combined efforts of your team to win?

5. Have a game plan – While pro ball players may make it look effortless, they never take the field without a game plan in place. Baseball, like business, is a game of strategy. Plan ahead. Study the competition. Know your strengths and weaknesses. And most important, execute.

6. Focus on fundamentals – While at the Sox game, my son asked me why “Big Papi” still takes hitting practice. If you want to be the best, I explained to him, you’ve got to be great at the basics. You’re never too good to practice, and it starts with the fundamentals.

7. How you play the game is how you play in life – This was another “life lesson” moment for my son. The players he most admires are the guys who are as great off the field as they are on the field. You’ve got to bring your “A” game every day, both in business and in life!

8. Never give up – The guys in the “bigs,” as they call the Major League, understand that it ain’t over til it’s over. To succeed as an entrepreneur, you’re going to need that same kind of dogged persistence and determination. The Red Sox have become famous for 9th inning heroics and come-from-behind victories. Take a page from their playbook and keep playing hard all the way through!

9. Be aggressive – Good ball players hustle. They run hard. They act quickly. They don’t let up. How are you playing in your business? Can you put in even more effort? Can you push a little harder?

10. Use a variety of “weapons” – A winning baseball team like the Red Sox uses many different ways to win. They have a variety of weapons in their arsenal: hitting, pitching, defense, bench strength, late inning rallies. Are you using an assortment of marketing weapons in your business? Look for ways to add some depth to your playbook and don’t rely on just one or two methods.

The Red Sox won the game we attended, but I can’t say I’m surprised. The defending World Series Champions do a lot of things right, and they find a way to win. Follow their lead and your business should be off to a winning season!

Lou Bortone is an author and entrepreneur with extensive experience in marketing, branding and promotion. Before starting his own company, Lou was an award-winning marketing executive in the media industry. Lou served as National Promotion Manager for E! Entertainment Television, and later as Senior VP of Marketing and Advertising for Fox Family Worldwide, a division of Fox, in Los Angeles. Today, Lou helps entrepreneurs and solo professionals navigate their online businesses with services such as copywriting, video production and creative services. Sign up for Lou’s free mini audio course about using Online Video at http://www.TheOnlineVideoGuy.com.

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire™

Summary: If you’re looking for THE recipe for business success, read on for a study in brand immersion. You’ll learn how two businesses focused their brand around man’s best friend and achieved success by implementing 4 key branding concepts.

Dogs. They have a way of bringing out the soft, tender side of men, women and kids. And they’re big business. According to the American Pet Products Manufacturers Association (APPMA), 39% of American households own at least one dog. The APPMA estimates pet owners spent over $15 billion on food for their pets in 2006.

If you’re thinking of building a business that targets dog owners, take a lesson from Greg Jarvis of Trick Dog Gallery in Elberta, Michigan, and Dan Dye and Mark Beckloff of Three Dog Bakery in Kansas City, Missouri.

Greg Jarvis, a formerly “hungry” artist, hit the bullseye when he launched Trick Dog Gallery featuring his whimsical paintings, prints, sculpture and furniture. Nestled in the dunes of Lake Michigan and overlooking Betsie Bay, the first thing you notice driving up to the gallery are the sculptures, cement images and colorful mosaics that make Trick Dog stand out.

Big dogs. Little dogs. Benches. Paintings. Clothing. You name it. Dogs are Greg’s brand, and his customers — tourists searching for fun, relaxation and a good cup of java — are loyal because of that focus. The full service espresso bar and bakery pulls vacationers in, and the dog-centered art entices them to open their wallets to purchase fun gifts, toys and dog products.

You’ll find everything from an $18 “Unleash Yourself” messenger bag to an $1,800 “Wish You Were Here” painting (50” wide x 30” high). When we visited earlier this week, a new sign hanging on the door caught our attention and made us laugh out loud:

Unattended children will be given an espresso…And a puppy! (No Kidding)

We’re dog-gone impressed with all Greg has created around a brand that represents the essence of his talent and man’s best friend.

Far from Michigan but close in spirit are Dan Dye and Mark Beckloff, owners of Three Dog Bakery. When they launched their business, they weren’t thinking about big branding opportunities. They were simply thinking about their three dogs: Sarah Jean, Dottie, and Gracie. What Dye and Beckloff really wanted was to find dog treats free of additives and artificial ingredients. They couldn’t locate any, so in 1989, they baked their own and opened Three Dog Bakery in Kansas City, Missouri.

Today the company has more than 30 stores in the US and Canada, seven in Japan, and two in South Korea. Along the way, Dye and Beckloff spun off a television cooking show for dogs, a mail-order business, several books, and the non-profit Gracie Foundation for abused, neglected, and homeless dogs.

Three Dog Bakery has been featured on the Oprah Winfrey Show, the Tonight Show, and National Public Radio, and written up in the New York Times, People, and USA Today.

As with any strong brand, the idea for Three Dog Bakery and Trick Dog Gallery started with a unique product concept; a clear target audience; a focused, memorable message; and a strategy to convert strangers into raving fans eager to purchase again and again.

But success didn’t happen overnight. There were tough times. Times they questioned whether they were on the right path. But, dog-gone it, branding paid off in a big way as they created an unmistakable brand identity that pulled customers in like a magnet. We think it’s darn cool that they’re having so much fun in the process.

How about you?
* Do you have a business that’s focused on your passion and strengths?
* Do you have a business that speaks to the wants and needs of a particular target audience?
* Do you know the heart and soul of your brand?

If not, it’s dog-gone time to unleash yourself! Contact us today to discover a surefire system to attract more customers, bigger profits and a business you can brag about.

Bio:
Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their fr*ee Marketing Mastery Success Kit, visit http://www.boostyourbottomline.com