Hair on Fire? Better Be for a Good Reason

Wily Dog is on the job....

So here’s a lesson in balance: Recently I went through an all-too-typical marketing experience of too many ridiculous deadlines too close together, coming from too many directions/clients. I should know better, I kept thinking, but when I commit, I just duck my head and start toiling away.

Is this wise? Didn’t I learn anything last time my stress level got this high? Has this ever happened to you?

Of course it’s not too far a walk from these legitimate questions to the agonizing yelp: Why are we here?!

If you ever find yourself asking that, take a tip from Wily Dog—it’s time for a vacation. And a fresh perspective, like this one:

This run-around-and-get-it-done-at-all-costs exercise is valid for only one reason: a huge REWARD. It is NO WAY to handle a crisis that we should have seen coming.

Do you see the Wily Dog difference? It’s okay to stress, panic, overwork, flip out for a big tasty cookie like:
• A chance to steal market share when the competition isn’t looking or has a weak moment.
• A chance to place your product or service in a coveted spotlight.
• A once-in-a-lifetime partnership deal.

You get the idea. When an opportunity presents itself, it’s time to haul tail.

On the other hand, no Wily Dog in her right mind should leap through flaming hoops for charred or moldy or MISSING cookies without first asking some pretty tough questions. Like:
• Is this desperate strategy the best strategy?
• How did we get here?
• What about the future? Will this quick fix contribute to long-term success?
• What can we learn from this and how can we avoid it next time? (Write the answers down and post them by the coffee machine. It’s only a disaster if you don’t learn from it!)

Now I’m not saying you’re going to win brownie points by slamming on the brakes when everyone’s rushing for the fire extinguisher. And of course, there’s always those all-hands-on-deck emergencies where you should run into the burning building to save the day. But in my experience (and maybe yours?) true “emergencies” are rare. Most marketing fire drills are actually “failures to plan.” Asking these tough questions may get you some eye rolls, but if everyone agrees the fire drill is the best course of action, even the most impatient will appreciate the scrutiny if they’re proven right.

Look, it’s easy to get into the habit of thinking that marketing is about posting web pages, running promotions, and publishing collateral. But that’s not the WHY of marketing. That’s the how. And because we spend most our hours executing and perfecting the how, we often neglect the why.

The WHY of marketing is the stuff that looks like fluff. Time-wasters! Budget binges! I’m talking about Planning, Researching, Brainstorming, Concepting, and even the much-maligned “worthless” stepchild of Industry, Daydreaming.

What, did she just say Daydreaming?!

I’m not talking about fantasizing about your next trip to the tropics (although this keeps me going most days). I mean OPPORTUNITY SCOUTING. You know, actively and regularly looking for ways to strengthen your brand, create or capitalize on favorable conditions, develop profitable and reliable relationships, support worthy causes…you know, the cookies that make work rewarding.

Next time you find your hair on fire, stop, drop and roll. Get the team to regroup. Before you proceed, commit to do it better next time. And then get into the habit of putting your sniffer in the air to scan for smoke…and cookies!

Where's my cookie?

BrandSqueak: Creating Emotional Connections Your Competitors Can’t Touch

Last night Wily Dog and I were leaving the house for a walk. The Nuggets were in their swan dive with the Lakers and I couldn’t take the heartache (still proud of you, Nuggets!). As we left, I could still hear the squeak of basketball shoes on the boards and thought, What would basketball be without that squeak? Then it hit me: That’s how branding works.

The NBA can’t patent the squeak, but when you hear it, you think basketball. Just like the smell of spaghetti sauce says “Mom” to me, those subtle (or blatant) sensory cues that conjure one specific thing can go a long way in branding. In fact, those barely tangible but highly effective connections are among the most powerful gizmos in your branding toolbox.

ID the Squeak
BrandSqueak is that impossible-to-copy value proposition you deliver on every time your customers interact with you.

What “squeak” does your product or business “own” that makes your customers think of you and only you?

For personal care providers like massage therapists and hair stylists, it’s all in the touch. For car mechanics it’s an honest assessment and a fair price—every time. For liquor and cosmetic companies, it’s packaging. They spend millions on design and labeling to get you to reach for their product first. Do you consciously think about packaging when you reach for them? No, but you sure like the heft and feel in your hand when you get there.

Branding as a Value Proposition
Wily Dogs know exactly how their customers like to be scratched behind the ears. BrandSqueak hits the sweet spot.

Maybe it’s your customer service, how everyone leaves happier than when they got there. Maybe it’s that customers can easily find what they need to know on your web site or blog. It could be the way you help your customers zoom in on problems and fix them. Or the fact that you always have a nugget of wisdom to offer up in a business meeting.

As in every great relationship, it’s the little things that count. You don’t have to spend millions to make that sensory or emotional connection between your customer and your company. But when the little things go right, it inspires affection and loyalty. Over time your BrandSqueak will create a strong, even sentimental connection your competitors can’t take away.

Building Great Customer Relationships (for Service Providers)

Yesterday I had a great client relationship experience. I met two new clients in person and left thrilled to be working for them because I know I can really help them with their marketing goals. It was pretty amazing how quickly we clicked. Here are some rules I follow to attract great customers. Maybe they’ll help you.

• Surround yourself with good partners.
I got the work from another vendor who, like me, always puts her clients first. Maybe it’s no accident that we work well together—we both are totally committed to getting to know our clients’ business inside and out, so we can serve their best interests always. Law of attraction: You draw to yourself and your work what you put out there. If you want to surround yourself with excellent people, you have to be top notch in customer service yourself.

• Listen. This was my first in-person meeting, but both my partner and I had done quite a bit of research on our client, their philosophies, and their competition. Still, nothing beats hearing it straight from them, in their words, with their gestures and interjections.

Listening sounds so obvious, but you’d be surprised how many of your customers have hired people who came into their space and immediately launched into a presentation on why they are such great vendors. Every last one of your clients and prospects has been burned like this before, so show up all ears. They’ll appreciate it and you’ll…

• Attract customers who are willing to help you help them! A customer who won’t sounds self-defeating, but they’re not uncommon. Some clients get defensive if you challenge their perspective.

Why didn’t they get defensive? I let them know: “I have lots of questions and some of them are challenging, but if you can bear with me, you may find it helps you as much as it helps me.” They answered them as honestly and as fully as they could.

I explained I was trying to anticipate objections or confusion on behalf of their target audience. They know their customers pretty well, but it’s my job to also understand their prospects, as well as leads they may be losing and why.

Lucky break? Maybe. But “luck visits the prepared mind” as they say. That’s why Wily Dogs do their homework, put in extra effort on every project, and put their customers first. Please share how you’ve contributed to your own successful customer relationships!

An Easy, Affordable Home Page Up-Do

Speaking of nurturing your web site…even if you don’t have much (any) budget for adding content right now, or are in the throes of a big redesign, don’t neglect your home page! Just mine what you’ve already got by featuring different content on your home page through links. If you’re a Wily Dog, you’ve stored some tasty bones to dig up for hungry days like these. Time to get scratchin’.

It’s tempting, I know, when you’re all caught up in the next best thing to just wait until the new whiz-bang site is ready, then hope to blow away your visitors. Worse, you might want to stick up “Coming Soon” or “Just you wait, this site’s gonna rock!” posters everywhere. But your visitors don’t care what your editorial calendar looks like. They ALL live in the here and now. Show them something worth their while right now or they’re outta here.

To keep your home page dynamic , you don’t really even have to innovate. If you designed it correctly (see Placemat or Buffet post), you should be able to swap out headlines and links to pull more of the site’s existing pages forward. Pages they might not have seen yet or content that deserves further promotion. Mine your content by linking to deeper pages from the home page with icons, buttons, photos, etc. Do this often…once a quarter doesn’t count. At the very least, pull intriguing lead sentences to the home page with a “more…” link.  

Has your company or product recently been promoted or reviewed on another site or other media? Stick a link on your home page. (A quick way to sniff around for buzz on you: Google “links: [your URL]” and you’ll get results showing where on the web your site has been mentioned or linked to.) Anytime you get a nod, it’s a chance to show your visitors you’re a dynamic force. All it takes is a short headline and a link: “See us in Top New Widgets magazine!” Don’t bury these treats in your “News” section, howl about them up front.

The worse thing you can do is treat your web site like a museum, where everything stays all nice and pretty and untouchable. Yes, you need the standard info in the obvious places, but if you want repeat traffic, make it worth the trip! Wily Dogs don’t have much patience for museums…neither should you.

Is Your Web Site an Orphan?

Think back to when you first launched your web site. The birthing metaphor is apt to describe the longer-than-expected gestation, then the emergency-room rush near the launch date. By the time the site goes live, everyone’s sick of the wait and just wants to see the darn thing out there in the world in all its adorable glory.

At this critical juncture, many companies do a funny thing. They abandon their site. Oh, they might spend hours pouring over page hits and statistics, but it’s easy to think that’s the same thing as working on your site. (Small companies tend to reach this stage with alarming speed. “I built a darn web site,” they think, “why aren’t new customers beating a path to my door?”) So all these orphaned web sites are just left in the cold.

Fact is, you can’t just shove a web site out on the street and expect it to attract hot prospects like a charm school valedictorian. You have to promote it, check in often, feed it a steady diet of NEW and RELEVANT CONTENT, and (can’t stress this enough) make some noise to drum up traffic.  

Lots of ways to do this: First, make sure you keep the new content coming, to satisfy your customers who’ve actually made you a resource for improving their lives, solving their problems, getting their daily humor or wisdom, or whatever your web site is designed to deliver. Content-rich web sites are the ones that get used, and the ones that sell product. “Tell me something I don’t know” is the given expectation, and if you can deliver, bingo! Bookmarked! Sold! Blogged!

Second, promote the URL not just as a rote addition to any ad or packaging, but offer it as a solution to a problem or connect it to a topic of interest for whoever’s reading the ad. Landing pages are a great, inexpensive way to max out your ad relevancy, add content to your site, and grab a target audience’s attention/loyalty.

An example: Say you own Jen’s Bike Shop. You want to advertise your new top-of-the-line mountain bike in the local press. So you do up a nice quarter-page ad showing the tricked out bike, and you add: “Visit www.jensbikeshop.com/totallywickedtracks for a list of Jen’s favorite trails.”  

Readers go to the landing page, which is of course on your site, and you give them great info on trails they might not know about, tell them how incredibly well this new bike handles on these trails, and lots of free tips. Link back to other pages that have relevance to such a reader, and see what happens. My guess is you’ve gone a long way in building trust and esteem–after all, you gave away free information they can’t get anywhere else! And now readers have a reason to walk into your shop for a test ride.

Main idea: Keep your web site vibrant and relevant, not on life support. And for heaven’s sake, don’t abandon it. Launching it is just the beginning.

Get the “Blah blah blah” Out of Your Blog

Like you, I research on the internet. I’ve gained marketing insights in the process, but I’m only sharing here the ones I think are worth your time. And that’s the point of this post.

Blogs are the business world’s fancy new bling. If you’ve tried them, you know there are hundreds of blog-o-maniacs to egg you on with everything from case studies to get-rich-quick formulas. Unfortunately, many companies and entrepreneurs take the bait and start flashing their bling like drunken lotto winners. No class, but plenty of bravado and noise.

A Wily Dog does not approach blogging like a goofy puppy with a new toy. Basic formula for marketing successfully with blogs?

• GOAL
• STRATEGY
• RELEVANCY

Goal: Before you start a blog—even if you have, keep reading—set a goal for your blog and write it down. This sounds obvious, but many companies jump on the bandwagon without packing their bags for the trip. What do you hope to accomplish with your blog? Build brand loyalty? Establish credibility as an expert? Start viral chatter that turns to advocacy? Create a venue for sneak peeks at future products or projects? Increase sales? Grow your market share? If you don’t have a goal, you’ll end up chasing your tail.

Strategy: Next, develop a clear strategy for reaching your goal and write it down. Nothing stays on track like a plan committed to paper. Write an editorial calendar (when you will cover what topic) to build a path to your goal. Leave room for blogs that capitalize on current events but beware: Even though blogging by nature invites quick reactions, if you don’t have a marketing strategy you’ll just end up an armchair commentator rather than a leader.

Bonus Insight: Some companies hire a slew of bloggers to tout their products in the form of thinly veiled “reviews” on their supposedly objective blogs. If you use this strategy, get to know your bloggers-for-hire before you turn them loose. If they are not balanced in their reviews of products (addressing both positives and negatives), readers will see right through the hype and avoid you for fear of being “taken.”

Relevancy: It’s tempting to just start blathering when you believe you have a captive audience. You don’t! Your readers are always just a click away from your competitors, so stick to the point. Example: Before posting this, I revised my opener 6 times (and that’s JUST the opener), cutting the word count 60%. I respect your time and want you to come back, so I’m not going to tell you about my nephew’s birthday party or my favorite web pages UNLESS it’s relevant to my post’s theme. Every word I blog has to support my goal or I’m wasting my time. Worse, I’d be wasting yours.

So blog on with wisdom, O Wily One, and let me know how it goes. Rrrfff!

Your Home Page: Placemat or Buffet?

It’s time to take a hard look at your home page, where your customers and prospects come knocking, hungry for information and answers. So when they get to http://www.YourCompany.com, do they find a placemat or a buffet?

If you have what I call a “placemat” home page, you’re missing huge opportunities. A “placemat” is a big photo (or worse, an ad!) that fills up the monitor, some navigation, and maybe a clickable icon or two. But front and center is a big beautiful shot of the product or lifestyle you are so in love with (or that you paid so much for) that you want to share it with the world! So you “set” your home page like a table for a special occasion, all pretty but not too cluttered. It’s well balanced, tasteful, and conveys your company image.

The problem with these lovely scenes is that they are freeloaders on your marketing budget, contributing nada to your potential earnings! Plus, they annoy your visitors. They know you sell cars—do you have to hit them over the head with one? Here you’ve spent $$$$$ for a web site, and the first thing you do is bore your visitors to death. Or worse, they don’t see what they need, so they leave.

But what about all that slick navigation you draped across the top or sides of the page? Necessary, but do you really expect your visitors to always recognize the path to exactly what they need through one- or two-word clues? Nav bars and menus by nature are telegraphic: Contact Us, About, Special Offers…some of those are sufficient no-brainers. But what about these gold mines: Products, Services, What’s New, Join Us…yeah, a visitor can see what they are, but why aren’t you telling them why they should click here now? Because you don’t have the space. You don’t want to clutter your placemat!

Which is why your home page needs to be a buffet. By “buffet” I mean you set out all kinds of goodies as a bountiful feast so your visitors are immediately enticed, engaged, and hungry to dig around. Most importantly, if they come looking for specific info, you can show them exactly where to find it because you’re not held hostage by a two-word limit. Instead of tapping out Morse code you can shout out all the great news and ideas you spent months putting together for their edification!

A hard-working home page has smaller photos (add a “click to enlarge” link if you want), headlines, summary blurbs, and links, all arranged in a grid and grouped by topic or subsets, so visitors can scan your page, find tasty bits, and dig in. When you set out your buffet, however, you still need to exercise restraint. Don’t tell stories in their entirety. Brief but clear summaries with relevant headlines should then link to site pages for the full story.

News media and variety show web sites are the best examples of this approach. You can learn lots by visiting sites for CNN, MSNBC, Newsweek, Oprah, Martha Stewart, and so on. Just be warned, as you “research” you will probably get sucked in to clicking on stories and articles that pique your interest. Great! Just go back and look at how they did it. Then load your home page with all the goodies in your web site content.

Just Bark!

Did you ever notice that when dogs have something to say, they just say it? They don’t sit and agonize over the perfect phrase to convey their love or fear or enthusiasm. They just bark!

We could learn a lot from our dogs. In fact, a little canine wisdom can go a long way these days. Lately I’ve met a lot of small-business folks who are just afraid to make a marketing move..any marketing move. (Heck, even the big companies are holding back.) They want to drum up business but they’re afraid to spend the money–and many don’t have much to spend–“in this climate.”

What, exactly, is “this climate”? I say we define it ourselves to a great extent. The current consensus seems to be that the sky is not only falling, it’s falling in big flaming chunks. Well, meteor showers or not, “Troubles are just Opportunities in working clothes,” my ma used to say. So are we going to settle for fear and paralysis, or are we going to be the heroes that get out there and hustle? I don’t know about you, but I love a challenge and I think barking is a good answer to just about any mess.

Now that doesn’t mean I advocate reckless spending. A Wily Dog doesn’t rush head long into battle. Wily Dogs advance with a fencing sort of movement. They go forward a bit, they sniff, they move back, they move forward again. This is a perfect form to practice in marketing.

The wise marketer knows the value of testing a new approach before rolling it out on a big scale. This is especially important for small businesses with small budgets. Here are some tips on how to market wisely in a shaky economy.

1. Attitude check. Who’s going to hold the leash, fear or hope? If you pick hope, read on.

2. Start with a sniff. Your nose can lead you to a lot of free or low-cost marketing vehicles out there test your next big idea. Sniff around for opportunities. One is a blog, like this one. We’ll talk about blogs in a future post, but if  you have a good idea, a blog is a good place to test it because you can ask for free feedback. People LOVE to comment. (That’s one of the reasons I like dogs.)

Another hot idea is web-based news releases. There are lots of vehicles out there that let you upload your news (just make sure it’s really news) to the world–i.e., directly to consumers–while targeting specific lists and markets and even media groups. Again, that will be the subject of a future post, but just do a search on “internet press releases” and take a drink from a fire hose. Spend 20 minutes clicking around and you’ll learn a lot.

Here’s a fun idea that will get your creativity flowing: Sign up for free marketing webinars. An hour online and on the phone listening to an expert can be inspirational and informative and save you TONS of research time.

Another idea, compliments of my friend Barb, is to give a free presentation on your product or service. Yes, FREE. Everyone loves “free” and if you have something of value to share, your local chamber of commerce, speech writing club, or any business group can help you set up to entertain the clueless. Think of any organization or association that could benefit from your expertise…many are eager to welcome you and your slide show. (We’ll talk about presentation skills in (you guessed it) a future blog.)

Unless you’ve been hiding under a rock you know that social networking sites are now being captured for business purposes. If you want to find out how to do that, do an internet search on the subject. But beware: Social networking is a two-way street. Make sure your outreach is clean and respectable, and know that ANY content you post can be viewed by your future customers or employers.

Don’t forget traditional avenues like a direct mail piece or a coupon in a local paper! If you’ve got the bucks, hire a professional copywriter and designer to do it up nice and sale-focused.

3. Retreat. Okay, I’ve given you a few assignments above, so take some time to research them and see what feels right. Then….

4.  Bark! Try out your first new tactic…just one…and put some effort into it. Don’t kill yourself trying, just DO SOMETHING. Keep it on a small scale so if it’s a total wreck you aren’t busting the bank or your reputation.  

5. Wag! Expect good results, but if you don’t get any, try again. Remember, when dogs greet each other, there’s lots of wiggling. You might have to try out a couple things first to get that new customer to trust you enough to want to play.

The key, I think, is to think like a dog: Put your best paw forward and trust the universe. Start small so if it’s a misstep you can recover quickly. Only cats sit around sulking, trying to punish everyone.

Last bit of advice: If you find you’re just not sure where to begin or how to proceed, consider calling a professional marketer, writer, designer, web geek, or media maven. For one thing, if they’re any good at all, they probably know a lot of other people who can help you, so before you know it, you could have your own virtual agency working for you at a tiny fraction of the cost of a traditional agency! And here’s a secret: Most freelancers and self-employed types are more than willing to offer some free advice to win your trust. And these days you might even find some of them offering “new client” specials or discounts.

So who said “this climate” can’t work to your advantage? Not me!

Rrrrff!