Archive for September, 2009

September 30th, 2009

5 Steps to Writing a Really Motivating Email

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at signWriting effective emails for marketing purposes has its challenges. When contacting potential customers (or even steady customers)in an email, you’ll want to take these 5 steps to encourage them to take action.

  1. Use an attention-getting subject line: Include exciting words, “Free”, or anything that will differentiate your email from all the others your customers receive.
  2. Explain the problem/need: Educate the recipients on the problem they have, just to be sure they are aware of it.
  3. Describe solution: Now that they know they have a problem, they want a solution. Tell the recipients what your product will do to help them.
  4. Explain benefits: Be sure your potential customers know how your solution will benefit them.
  5. Ask for action: It’s an old saying, but true: “ask for the sale.”

These five steps don’t need to be elaborate. In fact, the simpler the email, the better. Keep it strong but minimal in words, and powerful in impact.

September 29th, 2009

Will Mobile Marketing Coupons Work for Your Company?

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iPhoneMobile Marketing is just beginning to take off, with some projections showing an increase in spending from worldwide spending of $913.5 million (estimated) in 2009 to $13 billion in 2013. And one aspect of mobile marketing that has huge potential is mobile coupons. Sent directly to the user, these coupons have barcodes that can be scanned at the store. JCPenny, Caribou Coffee, Domino’s Pizza, A&P and others are already successfully using mobile coupons.  Will mobile coupons work for your company?

1. Do your clients carry mobile devices? Consider that in Japan and Korea, over 50 million people use their devices like virtual wallets. Some markets in the US even have 100 percent mobile penetration.

2. Do your stores have device readers? The United States is still growing in the area of mobile devices, but it will need to increase readers that can scan the mobile coupons.

3. Are you willing to spend on mobile development through the recession? Research has shown that in 2008 and 2009, advertising through mobile channels is not decreasing.  Mobile marketing is poised for expansion.

4. Do you like double digit coupon redemption rates? There are reports showing greatly increased redemption of mobile coupons.

5. Do you like data? With mobile coupon tracking, you can know the time of day when coupons are redeemed. You can send out real-time offers to shoppers, give a nudge to impulse buyers, and target carriers in the area of your store.

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a resource: http://bit.ly/mobilemktforecast

September 25th, 2009

Warning: Is Your Website Being Read?

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HttpThe premise behind the new book Ordinary Greatness, by Pamela Bilbrey and Brian Jones, is that there are people all around who are everyday people doing great things every day.  One of the ideas they promote deserves attention: Read at least six books a year. What a way to keep your marketing skills up to date, and up your awareness of the world around you. It will help you become great.

One of the ways many of us get our information nowadays, however, is not in books. (How sad, sayeth I.)  We get info doing exactly the way you are doing it right now. We read the web.

And here’s some interesting statistics they found that are relevant to our customers who provide information to customers on the web.

“Scholars form University College of London found that people who get their knowledge from online sources do it in a very distinctive way: They bounce from one source to another, rarely reading the piece in its entirety. The study reports: “It is clear that users are not ‘reading’ online in the traditional sense: indeed, there are signs that new forms of ‘reading’ are emerging as users “power browse” horizontally through titles, content pages and abstracts going to quick wins. It almost seems that they go online to avoid reading in the traditional sense.”

What does that mean to you as you design your websites? What successful designs for your web pages have you found? Give us your ideas.

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September 25th, 2009

Why Facebook is Like a Pub and LinkedIn is Like a Tradeshow.

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I’m sitting here this morning waiting for the New Media Atlanta conference to start — it looks like it’s going to be absolutely fabulous.BlogRSSFeed

Earlier, I had the pleasure of chatting with Desiree Scales, who is the CEO of Bella Web Design, an Atlanta-based web design and social media firm.

Desiree was the first one to point out to me that you can’t do social media in 30 minutes a day. That all seems so obvious right now, but she was the first person I knew to draw attention to the fact that social media is about having an ongoing conversation with your customers and prospects. An ongoing conversation can’t happen over a morning cup of coffee — it has to take place in little bursts throughout the day.

No sooner had I thanked Desiree for providing me that insight than she thanked me for pointing out a framework for thinking about social media. “You were the first person to point out to me that Facebook is like a pub and LinkedIn is like a trade show,” she said.

This insight came from a speech I gave in San Francisco about 9 months ago. While working up the slides, it hit me that the problem with social media is that, for some people, it’s relatively new. Given its newness, people don’t know how to think about it — they need to put it into a framework so they can understand it and wrap their minds around it.

So I developed a neat little way to frame various social media tools. It put Facebook, LinkedIn, Twitter, YouTube and MySpace into categories that seemed to resonate with people.

Here they are again, in case you missed them when we talked about them a few months ago.

The 60 Second Marketer Social Media Framework:

Facebook is like a Pub — an informal place to talk casually with people and get to know people on a more personal 
basis. It’s okay to tell a joke in a pub. You can also talk about what you did over the weekend.

LinkedIn is like a Trade Show — a slightly more formal place to meet other business professionals and connect with them primarily for business purposes. You don’t tell dirty jokes at a Trade Show. Nor would you do that on LinkedIn.

Twitter is like a Cocktail Party — an energetic place where there are many conversations going on at once. If you like the conversation going on in one group, you might share the information with people in the next conversation you have.

YouTube is like Times Square on New Year’s Eve — a place where it’s hard to break through, but if you do, millions of people will see you.

MySpace is like Woodstock — wild, crazy and perfect for the younger generation or cause-oriented marketing.

I’m told that people have really gravitated to this framework — apparently, it helps people wrap their minds around social media. For that, I’m very, very grateful.

If you’d like to download this and other good information about social media, visit 60SecondMarketer.com/pdf where you’ll be able to download a presentation called “How to Set Up, Run and Manage a Social Media Campaign.” It’s packed with good information on social media and how to use it for your business.

Enjoy!

September 23rd, 2009

Don’t be Left Behind in 2010

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Here goes online ad spending

Here goes online ad spending

Time to plan next year’s budget as the fourth quarter of the year approaches. What do you need to be aware of for planning how to spend your ad dollars for 2010?

GroupM has released its predictions for 2010 online ad spending. Here are the numbers, and what they suggest your budget allows for.

Increase online advertising:

Online advertising is expected to account for 15% of global ad spending in 2010, up from 13% this year, according to media buying agency GroupM. This reinforces what many believe:  that marketers are willing to put more of their ad dollars into the Internet.  In the study covering 36 countries, GroupM says it expects nearly $65 billion to be spent globally in online ads next year.

Online ads made up only 3.1% of global ad buys in 2001. Compare that to the U.S. alone, where digital ads will grab 17% of total spending next year, or $24.5 billion. Then consider that compared to 15.4% in 2009, and 13.9% in 2008.

More Search, Video and Mobile Ads:

Many of those dollars will come in the form of search, video and mobile ads, with search increasing its ad spend to 43%, compared to 38% in 2006. “Today, search remains a key driver of digital marketing as advertisers compete to capture a disproportionate share that search behavior represents,” said Rob Norman, CEO of GroupM Interaction.

Mobile Ads are Up:

Mobile ad spending will reach 6%, or $3.3 billion, up from $2.4 billion in 2008.

Display Ads are Down:

Display ads will decline as supply has run ahead of demand in 2009. Display ads will account for 34% of online marketing buys in 2010.

September 22nd, 2009

7 Ways to Leverage Your Advertising

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by Jay Abraham, author, The Sticking Point Solution

It's all about leverage

It's all about leverage

If advertising is currently your main driver of sales, you can make surprisingly minor and easy changes in your existing advertising that will produce major results – and you won’t have to spend a dime. There are several  leverage factors at your immediate disposal, each of which can increase sales 20 to 500 percent:

1. Write great headlines: No matter how good the rest of your ad is, your audience won’t ever see it if they don’t get past the headline. Your headline must telegraph to your prospects the biggest, most appealing specific benefit or payoff they can expect to receive. It must be catchy and contain key words that will pop up from the page.

2. Set yourself apart: Distinguish your business from every other competitor by addressing an obvious void in the marketplace that you alone can honestly fill. Set your prospects’ buying criteria for them, so that only you, your business, or your product can clear the bar. Focus on one specific, relevant niche that is most sorely lacking in the marketplace and make it your own.

3. Offer proof to build your credibility: Provide substantiation for your claims, including client testimonials, quotes from experts, and excerpts of media articles about your product. Contrast your performance, construction, or support with the competitions’.

4. Reverse your customers’ risk: Put the onus on yourself. Tell your clients that you’ll offer a full refund, or at least some element of the transaction. Taking the burden of risk off a client will result in higher (and quicker) sales.

5. Include a call to action: Now that your audience has read your ad, don’t make their next step ambiguous. Tell them exactly what to do, why to do it, what benefits they can expect – and what penalties or dangers will result from delay. “Call now!” “Visit our store!” Such phrases may sound old school, but they’re still in use for a reason.

6. Offer a bonus: Whether it’s a coupon, a discount, an extended warranty, or the promise of preferential treatment, a bonus on top of your already fabulous product or service proposition can only further entice and multiply sales. “Be one of the first to join and receive a free companion book!”

7. Summarize your offer: By summarizing your offer at the end of your ad, you are seizing the moment to “Bring it home”:  Reiterate the problem you are able to solve, the benefits your buyers will gain, and the upside with no downside. Then tell them again how to act now.

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Jay Abraham, author of The Sticking Point Solution: 9 Ways to Move Your Business From Stagnation to Stunning Growth In Tough Economic Times, is founder and CEO of Abraham Group, Inc., in Los Angeles, California and has spent the last twenty-five years increasing the bottom lines for over 10,000 clients in more than 400 industries worldwide.

Learn more about Jay Abraham at www.abraham.com

Reprinted with permission.

September 21st, 2009

Company has Balls, Doubles Twitter Followers

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Apparently, the best way to increase your company’s Twitter followership is to have balls. Beach balls, that is. Severa Corporation found a unique way to lure their website visitors to their Twitter site and sign on as followers. Beach balls in hand, here’s what they did.

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By Zaki Usman, Marketing Director, Severa Corp.

Before the start of summer, I had ordered over 300 branded beach balls to be used for some promotional offer with Severa Corp. While I was sweating out the heat wave with my colleagues in Severa’s Headquarters in Eastern Finland, a light bulb went off — “Hey, how about we use those beach balls to get more Twitter followers?” We got busy to launch “Follow us on Twitter and win a beach ball campaign.”

We had some inspiring results.

Doubled Follower Count:

By the ninth day after the program was launched, we doubled our Follower count from 4,700 to 9,400.

We have increased the following:

  • Meaningful conversations through direct messages
  • Frequency of our ReTweets
  • Higher website traffic referred from Twitter

And not only that, we started getting genuine followers who contribute to our social network.

Increased Relevant Traffic:

In fact, here are some of our website traffic stats on unique visitors that were referred from Twitter:

Avg from June 1 to June 28

(before the beach ball campaign)

Avg from June 29 to July 8

(during the beach ball campaign)

Avg Time on Site approx. 3 minutes approx. 5 minutes
Bounce Rate 40% 48%
Goal Conversion Rate 6% 8

In the first week, we had more Twitter traffic than in the last 2 months. With this increase, we also had a slight raise in bounced traffic which is understandable since we get more “passer bys.”

Raised Conversion Rate:

What’s most interesting is that, people who do stay, end up on our site for 5 minutes (2 minutes longer than before.) This means they are genuinely interested in our offering and that also explains why our conversion rates are higher now as well.

Over all, the Beach ball for Twitter follow has been a successful campaign thanks to my marketing team. Within 9 days we doubled our follower count, we increased relevant traffic and we raised our conversion rate. This really was a good idea to kick start our summer!

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If you want, you can follow Serva on Twitter, too. Perhaps you’ll win a beach ball. Also, visit ShoutEx Marketing Blog and Serva.

September 19th, 2009

The Best Marketing Program Ever?

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touchdownNow here’s an interesting concept to consider:  Fantasy Football is a prime example of integrated marketing. We came across this article and have condensed it to a 60 second read. Get the whole article here. Read, then let us know if you agree.

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Is Fantasy Football The Best Marketing Program Ever? Yes!

by Cory Treffiletti

This past weekend marked the opening of the NFL season, which reminded me of the simple brilliance that is fantasy football. Without a doubt, fantasy football is the most perfect example of integrated marketing in existence today. It marries the best of online marketing and social media with real-world events and that most basic of human traits: pure, unbridled competitiveness.

First and foremost, fantasy football is an integrated marketing platform. It takes an offline event, one that is still considered appointment viewing in television and is less likely to be DVR’d and time-shifted, and marries it with online tools that allow you to keep track of the games no matter where you are and what time it is. It generates enormous page views and it is also one of the fastest growing online video plays.

Fantasy football is also a social networking opportunity, with more and more people engaging in competitive leagues each year for money and bragging rights alike. There are numerous platforms for creating and managing a league.

Active fantasy team managers don’t just wait till Sunday to log in to their teams. They are interacting daily: checking injury reports and waiver wires, reading local news on their star players, etc. Some fantasy team managers log in and spend as much as 30 minutes or more just doing research (much of which is likely done at work).

Fantasy football is also an open, distributed platform, much like Twitter and Facebook Connect. Fantasy football apps are all the rage this time of the year.  It would appear there are just as many people accessing their teams through mobile devices as through the Web and the standard PC interface.

And of course, fantasy football is the ultimate social lubricant. Just the other day I was in the elevator talking with my wife about our fantasy teams (and yes, she has a better team than I do) and the guy next to us jumped into the conversation. Fantasy sports, especially fantasy football, are a unifying factor in the U.S. for just about all casual sports fans because they force you to watch and root for multiple teams beyond just your hometown.

If I were a sports marketer, I would examine the NFL and the ways they’ve embraced this pastime because it can provide valuable insight into how to engage with my consumer. Even CPG marketers can see that marrying together social and standard online media with an offline event can help tap into the innate passion for a product and drive consumer engagement.

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Cory is president and managing partner for Catalyst SF.

September 18th, 2009

13 Tips to Help You Succeed in Business.

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Ellis Vener is one of the nation’s leading commercial photographers and has spent his entire career fine-tuning his craft. During the course of his journey, Ellis compiled a list of 13 tips he’s used to succeed in the highly-competitive field of photography.

Ellis Vener has worked with some of the largest and best-known brands in the world.

Ellis Vener has worked with some of the largest and best-known brands in the world.

You’ll noticed a sense of humility in all of Ellis’s tips, which is why we gravitate to this article so much. After all, success if often about hard work, humility and persistence. (Our favorite tip: Be nice to people, especially people behind airport counters.)

With that in mind, here are Ellis Vener’s 13 Tips to Help You Succeed in Business.

“Most people have the will to win, few have the will to prepare to win.” — Bobby Knight

1.  Persist and prepare. It takes time to refine a craft. Eric Clapton spent a year or two in his room in his mother’s house practicing learning how to play different styles of blues guitar. Adobe says it takes 10,000 hours to completely master Photoshop’s tools. Andy Warhol said just do the work.  All these things prepare your mind to see the right opportunities and go through those doors when they appear.  And the process of practice and preparation should never stop if you want to keep on growing. Warren Buffett still does his homework, shouldn’t you?

2. Be willing to try, fail and start again. You are only as good as your last piece. Failures and the willingness to try again, and again, and again are as essential to being a creative person as is seeing things in a unique way.

3. Accept change. Given the opportunity we are all creative people and creativity requires a willingness to evolve.

4.  Learn your craft and the business of practicing it. There is no substitute. Given the opportunity we are all creative people and creativity requires a willingness to evolve.

5. You can’t do it alone. You need a teacher, a mentor, an inspiration, and someone who can kick your ass to try harder.  You probably need more than one of each, at different times and for different reasons. As well as encouraging you, good teachers, mentors and inspirations help you see your weak spots, even when you want to ignore them.

6.  Enjoy what you spend most of your time doing. Challenge yourself.

7. Be nice, but don’t give in to bullies. When I was assisting, the guy who was hired before me once waved his paycheck in my face and said “I am more important than you because I make more money than you do.”  I was embarrassed to show him mine, which was larger as I was always willing to work overtime.

8. Respect other people. A large part of being successful is simply showing up on time, being prepared, and being polite to people behind check in desks at airports.

9.  Be true to you, be loyal, and reward loyalty.

10. Talent can be developed, but raw talent never takes the place of preparation, practice and persistence. I pre-visualise a lot of my photos, whether it’s a week ahead of the shoot or just a few minutes before the shoot.  I do a lot of thinking about what I hope the final finished photograph will look like, but many times the real world throws curve balls at my plans so I have learned to improvise a bit. Some of my best work results from those improvisations.  Preparation and practice help you come up with solutions to real world problems.

11. You have to define what success means to you.

12. You have to enjoy the process as much if not more than the finished piece.

13. Don’t be afraid to ask questions. Learn what you can about your client’s business. Most people are happy to talk about what they do

Author Bio:

Ellis Vener is a professional photographer specializing in photographing people, high resolution panoramic, and industrial photography. Ellis’ clients run the gamut between Fortune 100 companies, startups, and non-profits. You can see galleries of his work at http://www.ellisvener.com

September 17th, 2009

How to Set Objectives for a Successful Email Marketing Campaign

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Email continues to be one of the most effective tools in the marketer’s toolbox. But before you launch your first email campaign, you should ask yourself, “What are your objectives? What formats are most effective to communicate these objectives? How often should you send the emails?”EmailIcon

Constant Contact, an email marketing solutions company, offers a way to match the formats you choose based on the objectives of your email campaign.

Here are their formats and their suggestions for using them:

1)    Newsletter Format: Use this format when your objectives include:
a.    Enhance awareness
b.    Increase interaction
c.    Educate recipients

Send a Newsletter monthly or quarterly.

2)    Promotional Format: This format works best when your objectives are to:
a.    Motivate purchases
b.    Generate traffic to a storefront
c.    Generate traffic to a website

You’ll want to send promotional emails bi-weekly or monthly.

3)    Announcement Format: These press releases or new product offerings are effective with objectives such as:
a.    Increase event attendance
b.    Increase donations/contributions
c.    Improve public relations

Since these are usually event-based, send an event invitation with multiple communications allowing for recipients to first “save the date”, then sign up, then get a reminder. Announcements, of course, would only need a single communication.

Constant Contact reminds us – track your responses to be sure what you think is effective really is effective. If the campaign isn’t getting the results you expected, check your format, check you objectives, check your timing, and see if you can tweak.

September 16th, 2009

Presentation Skills for Marketers.

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The other day on the 60 Second Online University blog, Ann Pruitt wrote an excellent post about presentation skills. She should know what makes a great presenter — she’s been doing it professionally for 20+ years.

My favorite tip below is to finish strong. I remember wrapping up a day-long paid seminar by having my partner say “So, where did we come up short in today’s seminar? What did we miss?” I kid you not, those were his actual words. I wanted to crawl under a table.

This photo has absolutely nothing to do with presentation tips, but it was the only one we could find.

This photo has absolutely nothing to do with "presentation tips for marketers," but all our other photos made even less sense than this one does.

In any case, here’s what Ann wrote. It’s a great post and we’d love to hear if you have any additional presentation tips:

Presenting the value of your company and its services is an extremely important part of promoting for growth. Yet presentation skills are one of those things many tend to ignore – until you find yourself standing in the front of the conference room with a laser pointer in your hand.

Here are some tips for keeping the presentation presentable:

1. Target Your Audience: It’s an age-old axiom, and it rings true in oral presentations even more than in written presentations: Know Thy Audience. You’ll need to think on your feet, so anticipate ahead of time what questions your audience will have and have answers ready or already built in to the presentation. Don’t get too technical (or not technical enough) for the audience’s knowledge.

2. Target Your Objectives: Be sure you know the purpose of the presentation. Do you want to review so you can plan for the future, or are you asking a client to buy? Everything included in the presentation should move you toward the objective. Avoid fluff. That being said, balance the no fluff with having too much intensity.

3. Focus on the Audience, not You: It’s all about them. Make them feel part of the presentation, focus on their needs and their experiences. Share your experiences only as they directly relate to solving the audience’s needs. Remind them often how this presentation will benefit them. Ask them if they need more detail.

4. Have a Theme: Your presentation has more umph if it has a main idea that runs throughout. Keep the objectives in mind, and use a look, a color, an attitude, and a title that tie the whole thing together. The presentation is more consistent, and more memorable that way.

5. Have an Agenda: Adults need to know what’s up. It helps keep the information in a structure so it’s easier to grasp, and helps us anticipate the time allotted for concentration. Use a handout for the agenda, and refer to it often. Be very clear as the presentation moves on from one topic to the next. Let the audience know how long the presentation will be, and over-estimate rather than under. A presentation that runs over loses the audience. A presentation that runs just under appears more organized and professional.

6. Be Creative: Use visually appealing graphics, papers, or décor. Involve the audience by having them tell YOU the answers, or having them come and point to the graphics on the screen. (Be sure these techniques are contributing to the presentation, not just in there for fluff.) Use a tree stick as a pointer. (“Remember, stick with me!”) Keep the energy up on longer presentation with games or short quizzes that reinforce what they’ve learned. Do NOT attempt anything that makes you feel terribly uncomfortable. You’ll appear hokey and foolish if you can’t pull it off with confidence.

7. Finish Strong: Review the main points, and then hit the audience with what you want them to walk away with. What is it you want them to do? Also, perhaps a small gift that emphasizes the point, or a saying that they can remember will make this presentation stand out.

8. Dismiss Them When You’re Done – but Not Before: My personal pet peeve is presenters that say, “And that’s it for our presentation. Oh! Let me tell you one more thing….” Guess what? You lost ‘em at “that’s it.” You can say, “And now let’s open it to questions.” When all questions are answered, and indeed, all information has been delivered, then tell the audience the presentation is concluded. “So all questions are answered, and you know to present your parking ticket at the front desk for validation on the way out, so I’d like to thank you for your attention today. This concludes our presentation.” You can never get their attention back.

9. Have fun: The prep for the presentation should be the work. The presentation itself should be fun. After all, you are the knowledge expert. If you’ve gathered everything above, and practiced, you’ll be fine. That being said, there’s nothing worse than that sinking feeling when the audience asks a question out of left field that you did not anticipate. Just say, “I don’t know, but I’ll find out and get back to you.” Avoid faking your way through it. It puts a damper on the fun when your audience sees through you and you’ve lost your credibility. Get those customers on your side using these hints to give a professional presentation with lots of zing. You appear more confident and professional, as does your company.

Let us know what other presentation hints (or disasters) you’ve got.

September 15th, 2009

Management Principles from a Marketing Guru

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Richard E. Goldman is the author of Luck by Design: Certain Success in an Uncertain World.

He may be best known as the marketing guru who turned the Men’s Wearhouse into a household name. In his book, he outlines several management principles that are also available on the 60 Second Online University site. DartOnTarget

We liked them so much that we thought we’d share them here, too.

To help you learn to manage yourself, I offer a set of don’ts: habits and traits to watch. If you find them in yourself, learn to take control of them, and make sure that you manage to best advantage. Conquer these don’ts with the recommendations given here and you’ll be a better person, a better manager, and a better leader.

1. Don’t Wait for Someone Else to Teach You
Practically whatever the task, if you teach it to yourself, you’ll learn it better. The easy way out is to have someone sit down and parse information to you, kind of how toddlers are fed before they learn to manage using spoons on their own. The harder way is to go out and figure it out by yourself. This might require a bit of research on your part; you may need to end up asking a bunch of questions. It may be time consuming – and it’s the right way to go. Just keep in mind that the only “stupid” question is the one that you don’t ask.

When you’re done asking and researching and when you’ve figured out something new, whatever it is, the next thing that you have to do is to share the knowledge — pass it along. Learn to be a mentor and to be helpful in having the next person gain the knowledge.

2. Don’t Wait for Someone Else to Give You a Choice; Choose for Yourself
If you have to wait for someone else to make choices for you, in likelihood, you’ll havepoor ones to choose from. If you’re unsure about your choices, make the best possible choice given the information you have in front of you. Whether the decision is right or wrong, making your own decision will still be better than letting someone else make the decision for you. It’s part of the process of learning.

3. Don’t Settle For Less; Follow Your Dreams
Every dreamer pays a price, but so does everyone who fears to dream. The price for not dreaming or ignoring dreams is much higher. Every now and then, sit down and let yourself imagine. Let your mind go, and let all of the inner voices have a rest. Think about what the world might look like if your contribution to it was unfettered, if it was pure and simple and unbiased. Daydreaming is an important part of your creative process; allow yourself to do it often. It is the way to open your heart and to shut down your head.

There is nothing to lose and everything to gain. Your head has all the “what ifs” – the obstacles, the speed bumps, and the warning signs. And yes, it’s important to be conscious and present, with your eyes open and in protective mode most of the time. But it’s equally important to do the exact opposite: to let go and put no limits on yourself.

After all, it’s only a daydream.

Here’s a good way to encourage yourself to daydream: every day, spend at least five minutes looking at something that’s several miles away, or even better, looking into infinity. Most of our day is spent looking at objects that are merely a few feet in front of us – like computer screens and cell phones. For many of us, the farthest that we might be looking over the course of the day is the distance that we look while we’re driving. You don’t have to live in the mountains or on the beach in order to look out at nothing – sit back and look at the sky. Let your eyes focus on nothing; it will help open your mind to doing the same. After your mind has done this, daydreaming becomes much easier.

4. Don’t Sell Yourself Short – Ever
Don’t doubt your abilities, and don’t doubt your talents. Forget about what you’ve been led to believe by the media or people in your life. That’s a journey that’s not productive. As the American psychologist Abraham Maslow once said, “Learn to become independent of the good opinion of other people.” Recognize your strengths, and listen to your inner voice; believe your inner voice over the voice of advertising or of others.

Eliminate “I can’t” from your personal lexicon.

5. Don’t Accept or Expect Mediocrity
Expect excellence of yourself to begin with; then, with others. The minute you expect less of yourself is the same minute that your inner self will get the compromised message and start delivering less. Push yourself — always.

Push others, as well, in a gentle, affirming way. Push yourself as a consumer out in the marketplace. Let’s say you walk into a fast-food restaurant. You’re probably hungry and not expecting a lot. Does that mean you have to put up with something less than courteous service, a clean environment, and a warm meal? Absolutely not. As a consumer, you are entitled to great service wherever you go, and when you don’t get it, speak up! The people running any business you frequent can’t be at every location every day, and they can’t always see what’s going on, so they really want and need constructive feedback.

6. Don’t Worry about Being the Best
Believe it or not, you just have to be better than the people around you. Do you think that Men’s Wearhouse assembled the smartest and the best retailers on the planet? Not quite.
The company did assemble the people who demonstrated the want and the desire to succeed. And the company did everything just a little better than the competition. There’s a wonderful joke that relates to this:

Two men were walking through the forest when in the distance they saw a bear approaching them. The first man started to run away. The second man stopped and put on his running shoes. In disbelief, the first man called, “What are you doing? The bear is running after us!” The second man answered calmly, “I don’t have to outrun the bear; I only need to outrun you.”
Just learn to outrun everyone else. Instead of trying to be the absolute best, strive to be the best that you can be at that particular function on that particular day. It’s the experience of trying that really counts.

Worrying about being the best can also prevent you from even trying new things or taking on new responsibilities. Let new things just be that — new — with no personal judgment attached and no preconceived notions of how they’re going to proceed or work out and with no worries about how you might look.

7. Don’t Ask for a Favor; Bring an Opportunity
A long time ago, my gut told me not to accept Bob Day’s opinion that I wasn’t ready to be hired by his advertising agency. In a nanosecond after hearing him say, “No,” I was able to come up with a “yes” scenario and an opportunity that cost him nothing and ultimately helped both of us. The next time that a problem comes up, stop and look at it and let yourself contemplate the first solution that comes to mind — no matter how crazy. The worst thing that’s going to happen is that you’ll ultimately decide against it. Learn to look at problems as opportunities for learning and for expanding your universe.

8. Don’t Hide Your Strengths; Develop Them and Use Them Well
You undoubtedly have some aptitudes you were born with and more that you’ve developed. Use them all. Develop your confidence in them and in yourself. Know your weaknesses, and use your strengths to overcome them.

Why do many of the most successful people succeed? Confidence. Learn how to act confident, even when you might not feel confident. Confidence is the result of the most important relationship you will ever have: the relationship with yourself. Like all relationships, it begins with trust. The ability to trust yourself draws out of you an emotional power that reflects outward as self-assurance. Being confident is reflected in the expression of your creative abilities and is demonstrated in your power to create.

Confident people are in control of themselves, exude composure, and are emotionally secure relative to trusting their own ideas. One of the many tests of true confidence is the ability to stand in your truth against all odds. When you know something is right while everyone else is saying “No! No! No!” — that’s confidence. Your self assurance, coming from the trusted place within you — deep down inside — is your truth. You will be tested many times.

Remember: if you know why you feel very confident about your idea, decision, or direction, even if the solution is not yet visible, know that your confidence will illuminate the path to the next step.

9. Don’t Be Afraid of Your Own Power and of Using Power
Power is one of the most misunderstood ideas. Many of us have had the experience of power, both personally and through the observations of others and dramatization through the media, and have been led to believe that power is a bad word. The misuse of power — the use of power over someone or something else — deserves a bad rap. The power that I refer to here is the power that is inside of you: your ability to use your energy to influence outcomes. Find your power and use it wisely. When you find your power, it’s . . . powerful. Honor your own gift. Don’t run away from it just because it’s outside your comfort zone. Enduring power — power from the inside out — sustains and maintains.

After you have found and honored your power, you then have to find the fine line between power and humility. The question is — can you be both powerful and humble? The answer is — you have to be. The alternative — being powerful with no humility — easily slides into arrogance.

10. Don’t Be Afraid to Share the Credit; Get a Partner
Don’t buy into the ideas behind the old expression, “Lead, follow, or get out of the way.” There are always many more options than those three, and decisions are not black or white, do or die. You’ll learn a lot when working as a team. Or as Grover from Sesame Street said, “We’ll have fun and get things done when we cooperate.” The bottom line is that the sum of the parts is greater than the whole when there is teamwork. Successful players on a team are eager to ask questions and will get help from others around them in order to improve the team. Team players seek to motivate and inspire, and they put the needs of the group before their individual well-being. Your ability to ask for help, and other people’s willingness to help you will affect your success more than you can alone.
Be part of a new paradigm of cooperation. Winning is something that you can do with a team. With a team, each member has a piece of the puzzle that can fit perfectly into what is needed. And the team doesn’t have to be big. To make the most of your talents and time, recognize that you can’t know everything, and take on a partner or build a team that’s strong in the areas that you don’t know. With a bit of synergy, you’ll be able to create and accomplish more, and you’ll find that the rocks in their heads fit the holes in yours.

11. Don’t Just Succeed; Succeed by Helping Others Succeed
Success is not a one-person venture. Real success is inclusive of other people and also means helping other people succeed. Be sure to let other people shine. Successful leaders know how and when to delegate, as well. Successful delegation is about surrounding yourself with great people, knowing what their special skills are, and making best use of those skills.

It’s quite a list. Certainly it’s one I wish I’d had (and paid attention to) much earlier in life. As one example, time management somehow seemed unimportant and without consequences or penalties before my working life. So I have another recommendation to add to the list: Don’t wait for any further explanation of these don’ts. Instead, make a point of practicing these ideas now, before more time passes. That’s what it takes, as I learned early, and on the job at Men’s Wearhouse.

Author Bio
Richard E. Goldman, author of Luck by Design: Certain Success in an Uncertain World, started working on the sales floor of a small clothing store, it had annual sales of only a few hundred thousand dollars. Over the years he helped grow that one store into the emerging and now omnipresent Men’s Wearhouse.

Widely recognized as the marketing mastermind behind the success of Men’s Wearhouse, Goldman has also been a quiet force in business, education, and volunteerism. His luck — luck that he has actively created — has expanded his life in ways and directions well beyond anything he might have imagined as a child in Hazleton, Pennsylvania, or later, as he began contemplating the larger world and his future in it.

To learn still more about Luck by Design, how you can incorporate luck into your future, and to share your own “lucky” experiences, visit www.richiegoldman.com.

September 12th, 2009

Mommy Bloggers and Mompreneurs Meet to Discuss Social Media

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Moms are a huge emerging market that has captured a lot of attention in the past year.  Whether they are stay at home moms, or busy in the workplace, these “Digital Moms” are getting more tech savvy. Marketers are catching on to this fact, as moms increasingly use internet resources on their mobile handhelds or laptops. Moms are doing everything from bargain hunting to joining product discussion groups through the internet. So how do marketers get to these consumers?YoungWoman

There’s an interesting conference coming up in February ’10 specifically for these web moms  – and for the marketers who want to reach them. They are inviting marketers, “mompreneurs,” social media enthusiasts, industry leaders and leading brands to convene, share, and connect to build relationships. The website states an interesting objective particularly for those involved in marketing.  “This year’s Summit discussions will focus on social media, marketing, networks, and brand building. We will explore what those relationships mean and how we all contribute to social media and our ever-shrinking worlds.”

Sounds like an opportunity for marketers to focus on a specific, but large, growing population.

Follow this link and look at the details.

September 11th, 2009

How to Write Blog Headlines that Get Seen by Google

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We’ve noticed something interesting at the 60 Second Marketer and 60 Second Online University.

When we write an article or a post that talks about what not to do in marketing, it generates 2 to 3 times the number of clicks than when we write something about what to do.

Some of our most read articles on the 60 Second Marketer and 60 Second Online University sites include the following:

With that in mind, we thought we’d point out that there are two important things to consider when writing a headline for an article on your website or blog.

The first is whether or not it will attract eyeballs.

The second is whether or not it will attract inbound links.

To attract eyeballs, you’ll need to write headlines that a) put the reader’s interest first and b) have a “hook.” Headlines starting with “How to…” “5 myths about…” and “7 Worst Mistakes of…” are some of the most common ways to attract eyeballs.

In addition, you’ll need to write about topics that will attract inbound links.

Inbound links are a key component of the algorithms used by Google, Yahoo and Bing to calculate a site’s authority on the web. When you write relevant posts, other sites link to it, which is one way search engines calculate where to rank your content. (Perhaps this is a relevant post and perhaps you’ll want to link to it, no?)

To recap, there are two important things to keep in mind when writing a headline for your blog:

  1. Write headlines that put the reader’s interest first and have a hook
  2. Write about topics that will attract inbound links to improve your SEO rankings

This is not a complete list. There are dozens if not hundreds of other things to know about writing headlines. What are some of your favorite? Share them with our readers!

September 10th, 2009

Book Review: Trust Agents by Chris Brogan and Julien Smith

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If you’ve been visiting our website for any length of time, you’ve heard me mention Chris Brogan. Chris is one of marketing’s leading thinkers and is doing today for social media what Seth Godin did 15 years ago for digital marketing.  Picture 3

Chris has just released a new book called Trust Agents. He wrote the book with Julien Smith, who is a consultant, speaker and author with an equally impressive resume.

I’ve just spent the past few days reading the book and can vouch that it’s a great book for just about anyone interested in learning more about social media.

The primary theme of the book is about how to engage a community in a trusting relationship. Your community may be existing customers, new prospects, lost customers or any other group of people you’re trying to connect with. According to Brogan and Smith, the foundation of your relationship with them needs to be honesty and transparency. Once you’ve built that kind of trust, you’ll have the beginnings of a win/win relationship that will be good for all parties involved.

The book is populated with great case histories on the social media front. Here’s an excerpt about General Motors and their experiences in becoming a Trust Agent:

“General Motors is famous in social media circles for an early attempt at a social media contest that went awry, but you might be less aware of how GM ‘failed forward’ into a really successful social media project after that failure.

  • The Failure. For its Tahoe campaign, GM asked users to take a series of Tahoe clips, mix them into their own media, and then upload these to YouTube to be played on a special site. People did just that — except the videos they made were statements about Tahoe’s impact on the environment (negative) and not really what GM expected.
  • The Success. GM built GMNext.com and included a wiki and other user-editable areas where people could tell their stories of cars they were passionate about. People logged on in droves, gladly raving about their longtime passion for Corvettes, Camaros, or whatever car they’d owned.

See the difference? In the first case, GM asked people to advertise a new product. In the second case, GM asked people to share their passions, recognizing in the process that both sides would gain something from the exchange.”

The excerpt above is just one of dozens of case studies Brogan and Smith share with readers. Their encyclopedic knowledge of new media make their insights especially relevant and helpful.

Like all books, this one is not without its shortcomings. The strength of Brogan’s blog posts are his “How To” articles which give readers advice on everything from managing a LinkedIn profile to writing blog headlines. This book focuses more on the strategic side of the equation, zeroing-in on the gestalt of social media rather than the nuts-and-bolts side of social media.

But perhaps that was Brogan’s and Smith’s intent — after all, they’re both prolific bloggers and provide plenty of nuts-and-bolts advice online. I suspect they intentionally let their blogs zig so that their book could zag. That said, I missed the more practical aspect of some of their online content.

The Bottom Line: Buy the book and read it. You’ll learn a good amount about social media. And you’ll be up-to-speed on the latest and greatest book about the fascinating world of new media.

P.S. Be sure to visit Chris’s blog at ChrisBrogan.com. It’s packed with useful information about social media, personal branding, productivity and a wide range of other topics.


The 60 Second Marketer is a free online magazine brought to you by BKV Interactive and Direct Response. We try to provide quick updates on the newest tools, tips and techniques in marketing. We also try to accomplish that with a dose of humor or levity. As it turns out, we're pretty good at providing tools, tips and techniques, but we're not actually all that funny. Which would explain why people don't call us "funny" as much as they call us "laughable." Bummer. Our offices, for those of you who are interested, are located in Atlanta (404-233-0332) and Kansas City (913-648-8333). We also have offices on Bora Bora, but they don't have the phones installed yet.

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