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Showing posts from October, 2017

What's Black and White and Read All Over?

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OK so the joke is ancient... and really only works when spoken. The answer has even changed - now it's newsletter instead of newspaper. But people are still reading, and more than ever.

Whether you choose informational or promotional marketing or both, you're missing opportunities if you're not using email to market your small business.

B2B: Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. (source)

B2C: 80% of retail professionals indicate that email marketing is their greatest driver of customer retention. (source)

If you're going to invest time and money in email marketing, you want to step out strong. Feel the pressure to get it right. Here's a checklist to help you gauge your readiness.

originally published in Work Better, Not Harder newsletter October31, 2017

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What Do You Need To Say YES To?

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(guest post by Natasha Marchewka)
Do you find you are saying NO to everything lately, to keep the status quo?

I was... because I was overwhelmed and afraid. I already had enough daily commitments to keep me busy for the next 10 years.

And then, I had a shift of perception.

I realized that to grow (or be happier or fulfilled), I needed to say YES to things that stretched me. Further, what is entrepreneurship without risk taking? It doesn’t exist.

That said, I’ve taken on MANY new commitments that I suddenly have the energy for because they all seem like where I need to be. In all cases, the yes’s come in the form of helping others in some way.

When’s the last time you said yes to something that you felt enthusiastic about? Even when our plates are full, I believe there is room to say yes to commitments that ring true with us on a deep level. Taking a risk is part of living fully with the potential to fail or succeed. Either way, you succeed.

I’m saying YES because I know how to say no.…

Are You Ready to Start a Newsletter for Your Small Business?

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An email newsletter is a well proven way to provide value to your customers and contacts. But the competition for space in people's inboxes is fierce. If you're going to invest time and money in email marketing, you'll need to step out strong. Your first message will set the stage for what your readers can expect in the future. Feel the pressure to get it right.

The trouble is, you don't know what you don't know. While there are many things you'll learn from trial and error, there are a few critical things you need to do well from the start.

Here's a checklist to help you gauge your readiness:

1. Have you clearly defined your goals? If not, write them down now. Here's a list to help.

2. Do you know what your potential readers want? What's of value to them? If not, get this straight before you go further. Here are some ways to think about that.

3. Are you ready to commit to a schedule? Once you start sending a newsletter, an erratic schedule will al…

Using Pinterest to Create Brand Moodboards: Part II

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(guest post by Alison Knott) Nailing it down with a pin!

Now that you’ve spent some time getting up close and personal with other brands in Part 1, it’s time to find those patterns on Pinterest!

You know 30 ways to look for ‘healthy snack recipes’ (who am I kidding, I’m married to Frito-Lay), so I know you’ll be set to start searching on Pinterest. But don’t stop at the obvious keywords like ‘bespoke logo’ or ‘life coach brand’. Branch out to of all kinds of brand application.

Parrot Party: our new venture

For this exercise, let's pretend you're starting an online store and forum called Parrot Party - a site for all the things parrot owners want and need. Most parrot-owner related websites are just breeders with old websites, and you want something that's going to appeal to parrot owners. Fresh, vibrant and speaks to owners ready to spend big bucks and share their knowledge on owning these birds. They choose to live with loud, colourful pets that live for 30+ years, and you…

What Will You Write After the Conference?

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Many business people are busy preparing to attend large conferences this fall. It can be quite an expense and a lot of hard work to prepare for these big events... booking sales meetings with other attendees, preparing marketing collateral, booking flights and hotels, and maybe even training in sales skills.

Certainly when you return from the conference, you'll have lots to write about for your blog or newsletter.

1. Summarize the overall experience of preparing and attending. Perhaps include 'what to do or not to do' tips for future attendees.

2. Summarize the conference itself, highlighting key learning points.

3. Write articles about each of the presentations, focusing on what's important to your readers.

4. Capture and share the data, the important statistics and trends impacting your industry and customers.

5. Interview presenters and attendees. Prepare a series of questions in advance. This could be video or audio transcribed into text. The really good interviews can…

Good, Fast, Cheap

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On the inside of one of our garage doors, in black permanent marker, the previous owner - a mechanic and race car driver - wrote:
good fast cheap pick 2!
I know Mike was talking about cars but this trifecta has implications for other (small business type) things, like marketing, product development, project management, and problem solving.

Let's say you can get a good website built fast; you shouldn't expect it to be cheap. If it's fast and cheap, don't expect quality, and so on. If you think you're getting all three, beware! Economics - and people - don't work like that.

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