# 64: Joining groups online

# 64: Joining groups online
Joining groups is essential on Linkedin and Facebook. Here you can read what others are takling about, answer questions and demonstrate thought leadership. It is the first real step towards growing your reputation on these social networks. It also exposes you to new people with similar interests and allows you to build your network.

# 63: "Brand all your communications"

Look over all your marketing materials. Do they have a consistent look? Is their messaging consistent? Is logo placement consistent? Attention to the details is essential for maximum impact. Take a look at one client's brand and note how no matter what you are looking at it resonates with brand consistency. http://www.pmw.net/branding/branding_05.html

Brand Tweets # 66: Politics and Religion?

I have seen many people who normally are very Politically Correct drop a phrase here and there that let's you know their politics or religious beliefs. People get very intense about politics and religion. I find it can change the tenor of a relationship. It can put people off, especially when networking where you are in a "First Date" situation. This is not an appropriate time to discuss either subject. Get to know the person a bit before jumping into those turbulent waters.

Brand Tweet # 65: "Does your website sound like you?" http://www.pmw.net/tweets

What is your corporate climate? Does your website sound like your salespeople? Do your salespeople sound like you want them to? Correct language, grammar, and spelling are essential but they only scratch the surface. You really need to find your own voice in the copy so people can connect with you personally. Use language that is genuine and reflects you, your company and culture.

Brand Tweet # 67: "Build on STRENGTHS" http://www.pmw.net/tweets

In your SWOT Analysis you want to reflect on your strengths and see how you can leverage them to take advantage of the opportunities available. "Getting everything you can out of all you've got" by Jay Abraham is a great book to reference. Read it and see how you can maximize your strengths.

Brand Tweet # 68: "Brand your Holiday Cards" http://www.pmw.net/tweets 100 days to building a better brand!

REMINDER: Now is the time to get Holiday cards printed allowing enough time to for mailing. Hanukkah begins Dec 12th. I hope you have thought of a great design for the holidays! Or if you just have an idea we can help you execute it! It is a great opportunity to brand yourself, get in front of your market and make them think of you and your company in a positive way.

Brand Tweet # 70: "Brand your bills"

One of the last things a client sees is the bill. You want to remind them of who you are and it is a great opportunity to cross sell them on other services and or products. You want them to know it is you doing the billing so they can remember the excellent service you provided. This is a selling opportunity.

Brand Tweet # 69: "What are the benefits of the features?"

Now that you have thought about the features lets talk about the benefits. Can you think of three benefits for each feature? How does a feature help the client? A classic example is the printer who comes to me praising the new Zarkon 4000 digital printer. "It is an 8 color press, can print on both sides in the same run, can run a job in half the time enabling me to get twice the work done!" Why do I care that he can now book twice the work. It effects his bottom line not my job quality. Now if he had mentioned that it handles all those specialty papers I like to use to get different effects in my designs or the fact that the extra color slots can be used for different varnishes to get interesting effects; I might be listening closer. He knows all of this but hasn't gone from the conversations with the Printer salesman and translated those features into benefits that I, the client, can easily understand. That is the difference between a blank stare and engagement. What benefits him does not necessarily benefit me. What features benefit your client? If a feature doesn't benefit a client then drop it. It is a useless feature.

# 71: LinkedIn

All business all the time. This site for business people is there to connect those looking to brand their business online, develop personal brands, find a job, post a job, or do some research for that next sales meeting. Groups are there for you to connect to based on interest and geography. A must stop on the Web 2.0 social network.

# 72: Does your site reflect your business goals?

Business needs change with the market. You may find yourself slightly altering your tactics to respond to a customer's needs or requests. After a couple of years you might even be in a whole new business. I knew a person who started out as a computer training facility, then offered hourly computer time for people to use their space as a general office. Next thing they knew they were getting calls asking if they could print documents for people who would normally just come in and use their facility to do it. Now short run printing is their specialty. It is imperative that their website reflect these changes and be able to sell their business.

# 73: I got these cards... now what?

Preparing for networking is understanding that you need to take action immediately after the event. Make sure you send out a follow up email within a day or two of the event to anyone you spoke with. Add in some details of your conversation so that they will remember who you are, because they also met a number of other people too.

Brand Tweet # 74: "Goal Setting" http://www.pmw.net/tweets 100 days to building a better brand!

Defining your marketing goals is critical to success. Be very specific in your goals. I want five new clients in two weeks doesn't cut it. Remember you need to test and track, respond and change to tweak the process until the plan starts bringing in the quantity and quality of leads you desire. Break down the process to it's components and make KPIs for each part. Dissect the process to find out exactly where you are losing them. If you say I want to start an email campaign, the call to action is go to website. Website has squeeze page with a sign up and your list is 1000. You want to get 50% opens and from those opens you expect a 50% click through. Of those who reach the squeeze page you expect 20% to sign up. That means that you want 50 people to sign up for this product from this campaign. Each of these items are trackable and once you get the results the next email will be tweaked to increase the response. There are many ways we can do this. Split testing is one, multiple subject matter to determine reader interest is another. Remember Test and measure.

Brand Tweet # 75: "Are you listening between the lines?" http://www.pmw.net/tweets 100 days to building a better brand!

The larger, non-spoken context within which all face-to-face communication takes place provides a truer picture of the speakers intent. Every conscious or subconscious behavior in the presence of another is suffused with meaning without which all verbal communication would be ambiguous. Non-verbal communication includes pitch, speed, tone and volume of voice, gestures and facial expressions, body posture, stance, and proximity to the listener, eye movements and contact, and dress and appearance. Research suggests that only a 5 percent effect is produced by the spoken word, 45 percent by the tone, inflexion, and other elements of voice, and 50 percent by body language, movements, eye contact, etc. How well are you listening?

Brand Tweet # 76: "What are your features?" 100 days to building a better brand! http://www.pmw.net/tweets

It is important to know what features matter to your client. What is it that brings them to your door looking for your product or service? What are the benefits of your features?

Brand Tweet # 77: "Review your Capabilities Brochure" http://www.pmw.net/tweets 100 days to building a better brand!

Is it crammed with type? Does it relate to your website? Is there a call to action?Does it reflect not only what you do but what you do different? Does it communicate the essence of your business? There is a lot that needs to go on in an effective capabilities brochure. It isn't something you want your secretary to throw together. It is a marketing tool that is a primary contact point with potential clients and therefore can tip the balance between getting an assignment or not. You really need to put your best foot forward and communicate effectively who you are, why I should care, and why I need to act on this information. In short you need professional copywriting, impactful design and quality printing to make an impression.

Brand Tweet # 78: "Facebook" 100 days to building a better brand!

I like Facebook a lot. You can connect with old friends and be somewhat casual. You can also use it as a tool to reconnect them to what you are doing in your business. You never know where your next lead, job, or client will come from. You can also look up people with the same interests and it is easier to friend them than on Linkedin.

Brand Tweet # 79: "Look at your information hierarchy"

Does your website make sense? Is it easy to follow? If not, it's time to rethink your navigation. People don't want to click too many times to get to the information they need. Make your website easy to navigate by keeping the most accessed information close to the main page. How do you know what that information is? Go to your web stats package and it will show you who is going where on your site and how long they are spending there. Then it is a simple matter to adjust the accessibility.

Brand Tweet # 80: "Five minute conversations" http://www.pmw.net/tweets 100 days to building a better brand!

Brand Tweet # 80: "Five minute conversations" http://www.pmw.net/tweets 100 days to building a better brand!
Maximize your time at a networking event. Talk no more than five minutes to each person. If you are finding that a relationship is starting to form spend a few minutes more and schedule a follow up meeting. Exit discreetly by telling the person that you don't want to monopolize their time. If you know someone else at the event introduce them and allow them to continue the conversation.

Are you poised for growth in 2010?

# 81: Are you poised for growth in 2010?
Planning is essential for your successful marketing program. If you do a little of this, and a little of that without planning it is akin to putting on a blindfold and going for a walk. You never know where you will end up and what pitfalls you will stumble upon. Are you going to stumble through 2010 or are you going to take your blindfold off and map your way to success? PMW.net can be your GPS for the trip.

To se the rest of the tweets go to:

http://www.pmw.net/tweets

"What are you listening for?"

"What are you listening for?"
Listening to people's words will tell us their needs and help us to introduce them to others that can provide solutions. We also listen for signs of interest in our products. We listen to understand their point of view and to assess their needs and receptiveness to our offering. When you think of ALL the ways you can help another person you become much more valuable to them. That includes thing other than your own self interest. When you do this, both parties will look favorably on you and will be more likely to think of you the next time a need for your services occurs. It also makes you a valuable resource in their minds. It also feels good.

Brand Tweet # 83: "Your Brochure Says What?" http://www.pmw.net/tweets 100 days to building a better brand!

Spell check your brochure and all your printed materials. Your reputation is on the line. Then show it to several literate people. Make sure the copy is correct. Spelling, Grammar, and Punctuation! Don't just use your spell check. Read it and make sure everything is correct. Your reputation is on the line. It is worth saying this twice.

# 84: What's in a Business Card?

Take a long look at your business card. Is it memorable? Does it stand out? As the first impression of your business, is it up to snuff? You know what they say about first impressions. Tell me about a great business card you've seen. It has impact, is memorable, and embodies your first brand experience of that company. If the card was memorable, the chances are that the conversation was memorable. The card triggers the memory. That is how a great business card works. It disrupts your normal pattern and makes you take a moment and notice it. Call me if you need a business card evaluation.

# 85: Why an E-Newsletter?

This is a great way for you to consistently stay in front of your network. It does take time and energy to maintain, but it is well worth the effort You need to develop a steady stream of content that your clients will want to read. They will quickly unsubscribe from your emails if they do not think the content is worth it. If you provide high quality, relevant content it will position you as a thought leader, enhancing your credibility and sphere of influence.

# 86: Review your homepage

What does it say to your visitor? What is the call to action? What will the visitor do once they arrive? Remember you only have a few seconds to capture their attention before they move on. Make those seconds count! Otherwise the first thing they will do is click onto another website.

# 87: Make a Networking Goal

Do you set a goal for networking? If not you should. Deciding to have a relevant conversation with ten people in a two hour event is an achievable goal. Spend most of your time listening. Immediately after the event, (even in your car) tape down the business cards to a sheet of paper allowing enough room for notes and jot down as much as you can remember about the conversation. Then you can take the notes back to the office and have something meaningful to say in your follow up.

# 88: Sometimes it hurts to get S.W.O.T.ed

Performing a SWOT analysis on your business can be painful and revealing if you are honest with yourself. It can also help you strengthen your company quickly by allowing you to recognize your weaknesses and begin to correct them. Plan to counter any threats. Build on your strengths and focus on opportunities. You must be willing to change and even ask for help if necessary to make the change.

# 89: Where are you positioned?

The act of positioning your company in relation to your competition is an act of separation. You want to distance yourself and become beyond any competition. You want to excel in some fashion to such an extent that any counter argument made by your rivals will wash away like water off a duck's back. Who are you and what makes you unique? Use it to your advantage.

How do you differentiate yourself and your business?

# 90: Prospect Focused Copy

It's funny. When we talk to someone about our business we talk about how we change things, how our product or service touches those around us. Why is it then, when we sit down to write our brochure, we turn it around and start listing features. Focus your copy on the reader. What will they want to see to peak their interest? How are you going to engage them? What would they want to hear?

# 91: Look at Your Logo

Your logo is the cornerstone of your Brand.
It is the focal point of your communications.
It is the doorknob onto which we hang our brand memory. It needs to represent the essence of the business. It does NOT need to have a vacuum cleaner in it if you clean houses, or a car if you are an auto repair shop. It needs to represent your style, attitude, and view on your business or life.

What does an apple have to do with a computer?
Nothing.
Is it an effective brand?
Yep!
Why? because they know what their brand is about and stick to it in every touchpoint. That reinforces what they are, and now Apple does mean computer. Don't get hung upon the literal, think from a higher level.
Strive for essence, not description.

# 92: Email Signature File

This little piece of real estate can mean so much in your brand arsenal. You use email every day -make sure you get creative with it to make yourself memorable. Also a great tool for streamlining repetitive emails.

Send me an email with your sig file to show me how you are branding yourself!

# 93: When was the last time you updated your website?

From a business person's perspective you want to review your website content annually or at a major business occurrence: change of address, addition of a service or product, a new direction for the company, etc. It is a business tool and if someone goes there either after meeting a member of the organization or from a search query you want to make sure the latest and most relevant materials are present and the proper marketing message is in place.

# 94: Why Network?

Networking serves several purposes. First, as a vehicle for acquiring new clients. Second, to raise brand awareness, company awareness or a salesperson's reputation. Third, a great resource for vendors and services. And lastly as a social function.

Where do you go to network?
Why do you network?

# 95: What can you do for me?

Position all your communications from the point of view of your reader. I am selfish. What am I getting from you? Why should I waste my time reading this crap? Intrigue me, entice me, tease me, but never bore me because then I will toss you in the trash. You got one chance to sell me. Don't bore me with your claptrap. Give me something I want!

How do you focus your communications on giving the reader something of value?

# 96: Online Etiquette: ALL CAPS

THIS IS THE WAY SOMEONE WHO IS WRITING ONLINE LETS THE READER KNOW THEY ARE SCREAMING AT THEM!

Please avoid all caps at all costs and make your email communications more effective.

# 97: Why Should I Care?

Guess What?

I DON'T CARE ABOUT YOU!

If this bothers you then get out of business because it is the reality we all deal with.
You need to convince me why I should care. What are you going to do to change my life so I will want to change my behavior and buy from you? Have you demonstrated value? Have you provided enough emotional, intellectual and visceral information to me to compel me to make a change? Human beings hate change and here you go thinking that you are going to make me do something different, well I don't want to do something different. Make me. Be sure to write from the customer's perspective when creating your messaging.

# 98: Who are you?

You have moments to catch the attention of a prospective client. Make the most of those precious few moments. Hire a copywriter and make sure they capture your message, spirit and tone. Make sure the voice says what you want, the way you need it said. Make sure the graphics POP! You only have a moment to make a brand impression. What do you do to capture attention for your company?

# 99: The Elevator Speech

Practice this one until it is perfect. How do you know it is perfect? When they ask for more because they are intrigued. Make sure it is customer focused, solutions focused and you will have a better response than bragging about how great you are. If it is appropriate make it fun and memorable. Always play with it and change it. Never let it get stale. Any cool tips on elevator speeches?

# 100: Hey! Are you listening?

The power of listening cannot be underestimated. It is critical to your success. It shows respect for the other person, an honest engagement. It will turn into sales for you too.