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Dear New Business Owner ~

Congratulations on making a huge leap. Your choice to risk it all (and I’d say a predictable income, resources and benefits are pretty huge to leave behind) takes enormous courage, persistence and a plan. And, many would say it takes a strong devotion – some call it ‘passion’ – to the service or product you plan to deliver.

Well, I have a suggestion and I hope you’ll take this personally (not a typo: I want you to take it personally because your business will be among the most personal relationships and responsibilities you’ll ever have.) Read more…

I get a lot of marketing messages that promise the ‘absolutely best, no brainer, one-size-fits-all, can’t lose’ strategies; I’m promised they’ll work, regardless of industry, budget or target audience. I’ve always assumed they’re pretty much garbage. Until I realized I’ve been using one of those, with great success, throughout my business career. And, like so many other tools I use successfully, this one came from Mom; I’ll bet your Mom (or your Dad or Grandparents) helped you learn this amazing, can’t fail marketing technique, too. Read more…

The ease of building communities via social media tools has produced an interesting and potentially problematic byproduct: the blending of your personal life with your business brand. Too many fail to distinguish between their business reputation and their personal, heart-felt views or values. In particular at peril are service providers – coaches, therapists, doctors, lawyers, accountants, consultants etc. – with whom a personal relationship may appear to be part of the service they deliver.

No one is their business. I’ve occasionally heard folks say (foolishly in my opinion) that ‘I am my business.’ Those who believe this, even if said in jest, lose sight of the fact that without them, their business can’t function and has no value; in fact, is not truly a business at all. These folks typically make choices that serve their ego before serving their business. Read more…

“The purpose of a customer isn’t to get a sale. The purpose of a sale is to get a customer.” ~Bill Glazer, Advertising Expert

Boy, that’s deep; it speaks to a strong distinction between valuing a transaction or valuing a relationship that can provide many transactions in addition to other benefits of smart marketing. What’s more valuable than having the cash register ring, you ask? How about enjoying:

• referrals
• testimonials
• case studies
• strategic alliances
• product/service feedback
• product/service development
• research
• competitive insight
• investors
• rabid fans
• an R & D council

Now wouldn’t all those things make the cash register ring a lot more often? Want to know how to do it? Read more…