Spring Cleaning

It's March. Spring arrives not a moment too soon on the 21st of this month. Customarily, this is also the time of year when we take stock of inventory, both personal and professional, and engage in a little -- maybe a lot of? -- Spring cleaning.

Welcome to the new-broom-sweeps-clean edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Except, in this space we don't use cleaning utensils...we use words of wisdom culled from friends and colleagues whose respective areas of expertise comprise disciplines we should acknowledge if we hope to make any kind of impact in marketing and promoting our businesses.

So, if you haven't checked your utility room pantry yet for these goodies, check'em out here.

Denise Garbacz is the owner of FastForward Marketing Solutions, an agency specializing in helping small business owners with online marketing promotion. Contact her at http://www.getwebwired.com/ or email at info@getwebwired.com

"Local search has been the single biggest activity that any business can do to get more leads for their business online and the best part is that it’s free. To get a listing, go to Google Local Business Center (local.google.com) and claim your listing. There is a simple form to fill out for your business name, description, hours of operation, and a place the customers can write reviews. These listings appear with a map at the top of the page with a list of three, seven or 10 other businesses. This listing will generate significant leads if done correctly. Listings only show up in your locality so the competition for placement is usually not significant.

"SEO experts will use a Google Local Listing as a core activity for helping a client get visibility in their market. If you’re having trouble getting your listing seen in the local listings, there are several things you can do to improve either your position or to rank in the listings:

1. Make sure that the business description contains your keyword in the Title. This is becoming less important to Google but still works for the time being to improve your listing.

2. Make sure that the description of your business is accurate and contains your keyword. Again, because of spammers, this is becoming less of a factor but is still a 'nice to have.'

3. List your business in as many local directories as possible. There are 10-15 local directories that are free, such as Yellow Pages, Local.com, etc.

"Although Google is the biggest factor, make sure that you also list your business with Yahoo and Bing. The process is the same although the results will be less because there are fewer users."

Ira Bass, who runs IB Media, strategic media planning and buying, is both "online" and "off" with his thoughts. Reach Ira at http://www.ibmedia.biz/index.html or e-mail him at ibmedia@carolina.rr.com

"Why is it that whenever we hear about social media and how it’s being used, the article or Google search depicts a competition as opposed to a collaboration? Versus vs. AND. A competition between 'Traditional Media' and 'Social Media.' New vs. Old. Don’t get me wrong. The advent of social media has provided a valuable means for most marketers to touch their customers or prospects in a way never thought possible previously. Instead of messages being sent out with the hope they’ll stick (traditional), now a one to one communication may exist (social). This is all great. But, Kevin Costner had it right when he built the Field of Dreams. Marketers today who believe that 'if they build it the customers will come' are in for an awakening. Fact is 'if you build it they won’t come unless you tell them you’re there.'

"Traditional vs. Social. Why not traditional AND social? Doesn’t it makes sense to use several forms of media to reach your target audience? Back in the Stone Age of three years ago we called this multiple touch points. The world has changed in the last three years but the basics used to reach your audience have not. Can’t we all just get along?"

Dianne Chase is the owner of Chase Media -- public relations, crisis management and media consultancy -- and weekend/spot news anchor at WBT-am radio. So she knows a little something about putting one's best face forward. Reach Dianne at http://www.c4cs.com/index.html or e-mail her at dianne@chasemedia.us

"Time for some sprucing up of your PR? Time to take a look at your absolute number one PR tool - YOU!

"You are the walking, talking face of your business. So… what do people see, hear and believe about you and what you do? Take time to consider three critical keys to your personal PR:

"Verbal- What words are you using to convey your message? Are they the right words for the right person via the right medium? Do they communicate and truly connect? Are you hitting the notes they want to hear or are you simply ‘white noise’ to them? Consider a professional writer or communications coach to refine your message.

"Vocal- How do you sound? Have you asked for unbiased feedback from a professional or trusted colleague? The tone of your voice, your inflection, your volume could all be sabotaging your words. Think of the last time you were so distracted by someone’s voice you couldn’t concentrate on the words they were saying. Is your message lost in your voice?

"Visual- How do you appear to your audience- whether of one across a desk or multitudes via online video? Is there something you’re doing physically that you’re completely unaware of that’s diluting your message? Are you properly using your eyes, face, body along with your mouth to convey your words? Have you had presentation skills training to help you refine your physical communication?

"Keeping in mind these three critical tools to your Personal PR will help you advance your professional and personal goals and keep your Public Relations truly positive!"

Allan Horowitz is the maven behind Blue Planet Creative, an award winning video production company. Contact Allan at http://www.blueplanetcreative.net/welcome.html or e-mail him at info@blueplanetcreative.com

"Let’s face it. These days, every business is competing for a slice of a much smaller pie. Some businesses are scaling back their marketing efforts trying to wait out the storm (big mistake). Others are realizing that this is the perfect opportunity to get their message out there while the “traffic” is light. (This is smart) And the really smart businesses are using video.

"Today, the applications for video are virtually unlimited: DVD distribution, YouTube (and many other YouTube-like sites) video blogs, PDAs, cell phones, etc. That makes video such a powerful tool; the most powerful medium in the world is now deliverable on so many platforms it just doesn’t make sense not to use it.

"Video delivers what no other media can: motion and emotion. In light of the current economy and the power of video, we’ve discovered that one of the most effective ways to use video to market a business is to tell the story of that business in documentary form. It’s a soft-sell approach that lets prospective clients get to know more about that business…without being 'sold,' the story behind it and why they can feel comfortable doing business with them. It helps create that connection that otherwise would not be there. It’s a different approach that allows you to sell your wares without selling. And with so many distribution platforms and outlets, the exposure is enormous. Video is the marketing tool of now.

"Remember, if you’re in business, there is power in your story."

So there you have it. Some thoughts on Spring cleaning and your marketing approach(es) this New Year.

Next time, we address another seasonal ritual: getting started eight months early on gift recommendations for Christmas.

Just kidding.

But do look for us the first Tuesday of next month for a further Spring fever edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Joel Kweskin
http://www.jdkmarketing.biz/

joel@jdkmarketing.biz
704.846.4835 office
704.575.8850 mobile
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A Word to the Wise

Here's a little nugget that was planted in this space several years ago, but the subject's universality still bears fruit.

According to Robert McCrum, William Cran and Robert Siegel in “The Story of English” (Penguin 1992), “The statistics of English are astonishing. Of all the world’s languages (which now number over 2,700), it is arguably the richest in vocabulary. The compendious Oxford English Dictionary lists about 500,000 words; and a further half million technical and scientific terms remain uncatalogued.”

Author David Wilton adds, in “Wilton’s Word and Phrase Origins,” that “about 200,000 words are in common use today. An educated person has a vocabulary of about 20,000 words and uses about 2,000 in a week's conversation.”

So, with all the wonderful words available to us, why in the name of “multi-tasking” do we continue to use cliché after cliché to describe that which we bring to our professional capabilities?

Welcome to another addition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

I once did a demonstration before my business referral group of how I develop a print ad. To help determine the eventual concept, I interviewed a volunteer “client” by asking him different questions about his business. Sure enough, when asked what differentiates himself from his competition, he proudly intoned “service.”

Oh really, I asked, what else?

“We care about the customer.”

Hmmmm, you don’t say...

“And we’re experienced,” he added.

I’m going to take a wild stab at this, but I’ll just bet that isn’t the first time those words have been used to excite and entice a potential customer.

Look, we’re all guilty of falling back on the familiar – in this case, words that have been used ten thousand times before. But the more serious consequence of using these hackneyed phrases is that they simply lose their meaning after a while.

If you say about your business that you provide “great service,” that you really and truly “care” about your customer, and that no one can match your “experience,” I’ll counter that every time with “SO WHAT?” Every business can, in one facet or another, make that claim! You may BE different from your competition…but you’re not SAYING anything differently.

Put it this way -- if text for your brochure, ad or 30-second oral commercial is worded in such generalities that ANYBODY else can put their name at the end of it, it’s time to consider rewriting the piece.

So, how can you sound differently? Sound differently! Keep a dictionary or thesaurus next to your computer. Illustrate examples of your “service.” Use case studies that back up how you “care.” Quote testimonials where others have benefited from your “experience.”

You’ll come across as uniquely differentiated, more accomplished and with a better chance of getting your points across.

When Gloria Estefan sings of telling her lover how she feels “but the words get in the way,” we all know how that feels. But we can’t afford, literally, to let that happen when it’s time to sell our products and services.

Whether it’s developing your printed or electronic marketing materials…speaking at a seminar…or simply doing your 30-second spiel at a networking get-together…choose your words well, and wisely. And make them words that count.

See you the first Tuesday of next month for another etymological sampling of Not Your Usual Marketing Tips.

Joel Kweskin

www.jdkmarketing.biz
joel@jdkmarketing.biz

704.846.4835 office

704.575.8850 mobile

Facebook, LinkedIn, Plaxo

New Year, New Opportunities

Ready to face a New Year of business, braced for all the challenges the marketplace, the economy, new technology and fateful caprice will invariably throw at you?

Neither am I.

But, like the Nike commercial philosophizes, sometimes you gotta pull yourself up by the boot straps and "Just Do It." (What I'd like to know is, who still wears boot straps..?)

Welcome to the inaugural entry for 2010's Not Your Usual Marketing Tips from JDK Marketing Communications Management.

...And my annual revival, with some modifications, of proposed resolutions for the New Year:

There’s a great scene in an old “Seinfeld” episode where Jerry has apparently telephoned reservations for a car rental. Except that when he gets there to pick up the car, he’s told there are none to be had. The woman at the counter explains that, for whatever bureaucratic reason, his rental was released to someone else. In his customary exasperated manner, Jerry “educates” her with the admonition that although it is their business to MAKE the reservation…they also have to be able to HOLD the reservation..!

It’s January of a New Year. From a marketing standpoint, presuming you’ve MADE your New Year’s resolutions, are you planning to actually HOLD them?

Here are 12 Resolutions, one for each month (in no particular order):

* Guerilla Marketing: Think outside the box for ways to promote yourself. There are rules…and sometimes there are no rules.

* Networking: Do more, by joining more…business networking groups, associations, fraternal organizations, fellow hobbyists, etc. That means joining the social media milieu, as well...i.e. Facebook, Twitter, et al.

* Publicity: Toot your own horn; no one else knows your “key” as you do.

* Positioning: All things being equal…what makes you “more” equal than others?

* Seminars: You think you know it all? Heck, maybe you do – at least as far as certain audiences are concerned, and the new business opportunities they might provide for you.

* Newsletters: Share your ideas, broaden your constituency; send out industry-relevant information either as hard copy…or as an e-zine (such as what you’re presently reading).

* Trade Shows: Go to them, be in them, mingle within them, write a program article for them.

* Event Marketing: Sponsor a cause, have an Open House; it’s good P.R. by “humanizing” your business.

* The Newspaper: Remember that old-fashioned concept? For business ideas, for client contact opportunities, simply to stay topical, don’t just rely on the 11:00 PM news. Read the newspaper.

* Greeting Cards: It doesn’t have to be Christmas to send them. Stay top of mind year-round, with Valentine’s Day, July 4th, Arbor Day – whatever! – as an excuse.

* Postcards: Along with greeting cards, post cards are a fast, convenient, economical way to let people know about your business (think Realtors, Financial Advisors…).

* JDK Marketing Communications Management: Yeah, I know, I “fudged” on this last one. But how else are you going to be able to effectively take care of the previous 11 resolutions…without first resolving to contact yours truly?

Did I mention re-tooling your website, if necessary? Mine was necessary...and so I'm pleased to announce my newly revamped and updated site. Come visit:

http://www.jdkmarketing.biz/

Thanks go to graphic designer Tim Faragher, now flexing his muscles in the web world: tim.faragher@gmail.com

Have a happy, healthy and prosperous 2010. And we’ll see you again the first Tuesday of next month with another edition of Not Your Usual Marketing Tips.

Joel Kweskin

joel@jdkmarketing.biz
704.846.4835
704.575.8850
Facebook, LinkedIn, Plaxo

You Da Maven

I've had some HARO-wing moments in recent days. And the person responsible is Don Rosenberg.

(Okay, enough with the feeble attempt at melodramatic humor...)

What I'm talking about is a unique PR program that anybody can use and anybody can benefit from.

Welcome to the Winter Solstice edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Don, of Instant Organic Garden fame -- http://www.instantorganicgarden.com/contact-us/don-rosenberg-charlotte-nc/ -- clued me in on something he's been using himself to help promote his business.

HARO stands for "Help A Reporter Out" -- http://www.helpareporter.com/

Having been a Journalism major, that name, and its purpose, resonates with me as I harken back to my campus newspaper writer/editor days. I also think it's just cool sounding.

It's a two-platformed program that bridges the distance between source and resource. On one side, reporters/writers/authors/bloggers/TV/radio (terrestrial and Internet) folk sign on to send out mass queries to online subscribers to help gather information for their respective articles, projects, media shows, et al.

On the other side, one can sign up and receive all these queries...and then determine if there's any fit for themself as the source for the query.

For example, if I sign on as someone writing a monthly newsletter -- ahem, such as I do -- and am looking for information on the role of caricature art in marketing as my next subject, I'll send out my query to that effect, in broadcast fashion, with a description of my subject and return contact info on myself.

If on the other hand, I sign up to be on the receiving side and I see this query, I may answer it in the hopes that the writer will want to quote me or whatever on my capabilities and thoughts as a caricature artist.

In Don's case, he's been sending out queries to gather information for a book he's writing. Acknowledgment to and identification of his selected sources will surely find their way into the pages of his tome.

Frankly, the way I've been using HARO is as a PR "tool" to let clients and colleagues know of possible opportunities for them to be interviewed through media outlets they might not have had access to otherwise.

If their response is accepted, that's good PR for them...good value-added from me.

I recommend signing up with HARO. It's free and it's kind of fun to see all of the intriguing subjects being covered out there in both the atmo- and blogospheres. Maybe you'll get to appear on the Tyra Banks show (one of the actual media outlets listed).

In the meantime, look for this cyber vehicle the first Tuesday of the New Year with a new "broadcast" of Not Your Usual Marketing Tips.

And Happy Holidays to you and yours.

Joel Kweskin

http://www.jdkmarketing.biz/

joel@jdkmarketing.biz

704.846.4835

Radio Free Charlotte

Don Crosby wants to introduce you to yourself.

And then appear on his radio show to talk about it.

He'll even grant you time to promote your business.

Sounds like a pretty good deal to me and for anyone looking to tout their business.

Welcome to the turkey month edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Don, through the auspices of Global Behavior -- http://www.globalbehavior.com/ -- a licensing, consulting and training company, offers unique behavioral assessment tools which help businesses improve morale, identify accurate motivators, improve communications and save large amounts of loss profits by providing an accurate understanding of their people. His clients say it's right on the money.

"I apply this assessment tool," Don says, "which introduces people I've never met to themselves and to their families and our radio community. It's interesting, thought provoking talk radio. Perfect for anyone and everyone… business people or singles, couples, and families and simply for anyone who is interested in having a deeper understanding of themselves. It's safe and enjoyable."

What I like about Don's deal, frankly, is the gracious and generous opportunity he provides to not only have a little fun exploring our inner selves -- and let's face it, the better we understand ourselves, the better we can relate to others...including clients, colleagues and even family and friends -- but to also grab the mike and do a little self promoting.

Don's show is broadcast on Charlotte radio station WAVO, 1150 AM, Saturdays 12 noon to 1:00 PM. Go to www.soundbehavior.com and click on “Sign Up For the Show.” Based on a first come, first serve basis, potential guests will be emailed a "ProScan" behavioral survey that takes just a few minutes to complete. Once approved upon review, a date and time will be scheduled for an appearance on the show.

Hey, part of the marketing "mix" we promote to advance one's business...how often does one get the chance to state our case on radio? Check it out.

And, BTW -- in the texting parlance of my kids -- if you know of any corporate interest in Don's show, he tells me advertising sponsors are more than welcome.

In the meantime, look for us the first Tuesday of next month, when Not Your Usual Marketing Tips will once again be on the air. Or at least on your computer screen...
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Unabashed Plugs Dept.: Through the publicity efforts of JDK Marketing Communications Management, a couple of my clients made "the big time" recently.

Angie Lucas got some buzz for her new online "make your own" cupcakes business, on WBTV: http://www.wbtv.com/global/story.asp?s=11417050

And from The Business Journal a couple of weeks back -- Savannah Shaw, Etiquette and Protocol Consultant, was featured on their Entrepreneurs page.

http://charlotte.bizjournals.com/charlotte/stories/2009/10/19/smallb1.html

Joel Kweskin
http://www.jdkmarketing.biz
joel@jdkmarketing.biz
704.846.4835

Meet Up and Speak!

I gave a talk earlier today.

It was presented to the Charlotte Entrepreneurs Organization, one of a multitude of MeetUp groups across the area. Search results - Meetup.com MeetUp, if you're not already familiar with the concept, brings "affinity" or like-minded folks together in groups of mutual interest.

Welcome to the crisp, Fall-is-already-in-the-air edition of Not Your Usual Marketing tips from JDK Marketing Communications Management.

For example, the group I spoke to today comprises, as the name would imply, individuals in business for themselves seeking networking, educational and fraternal opportunities among primarily the self-employed.

This edition of NYUMT bridges two "disciplines" I wanted to address:

1. The merits of joining organizations to further your networking opportunities (especially those that cater to your own personal or professional interests). For instance, I belong to two MeetUp groups in addition to the Charlotte Entrepreneurs Organization -- the Jewish Community Business Circle of Charlotte, ostensibly for my marketing business; and the Charlotte Wedding and Event Planners Group, primarily for my caricature business. Click here: Caricatures By Joel

2. The merits of speaking before these, or any groups. Look, let's face it, the advent of first the Internet and now social networking has given us all a certain "entitlement" (in the good sense) that encourages self expression without the automatically perceived need to locate an "expert" outside the ranks. And/or one that necessitates paying a fee for that expertise.

Each one of us has something of value to share with others. My buddy and colleague Ira Bass, of IB Media -- Click here: Media planning and buying -- currently gives a terrific talk to various groups on LinkedIn. He's not hired by LinkedIn, nor is he some techno-geek. He does it of his own volition. He simply knows his stuff on the subject and relates better to his audience because he's just another "schlub" (I use the Yiddish term affectionately) like you or me. But in getting out there "on the stump," people get to know Ira for his "real" work...

While public speaking has been famously listed right up there with death as among the most feared of human experiences (my own list would include being forced to watch more than 30 seconds of "The View"), nevertheless the opportunity to speak should be embraced as another critical component of one's marketing mix.

My talk earlier today went well. (Thanks for asking...) I actually lifted a couple of previous NYUMT's; a legitimate way to "recycle" and refresh your marketing message is to take from one of your previous writings, newsletters, blogs, etc.

In the meantime, look for us the first Tuesday of next month for another soapbox-standing verbal oration from Not Your Usual Marketing Tips.

Please Release Me

In addition to writing brochures, ads, website content, video and broadcast scripts, we also write press releases. But often, it’s like pulling teeth to get the client to consider what topics are worthy of a release.

Welcome to the back-from-vacation edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

“What’s so exciting about what I do?” they’ll protest. To which I say, you’re either too modest or you’re too close to the situation. The old “can’t-see-the-forest-for-the-trees” syndrome.

Well, if you’re too close to your business that you can’t see what might be of interest to your customers and prospects alike, you can be forgiven. If it’s because you’re too modest, well…sorry, you can’t be forgiven.

You’re in business…to do business…and make business. Part of the equation therein is to make sure that you dispense with self-consciousness and learn to toot your own horn. (I’m talking to you, Young Lady…)

Joan Stewart is a nationally known maven on writing press releases -- http://www.publicityhound.com/ -- so along with some of her thoughts on the subject, I’ve added my own here to help push you out onto the publicity stage.

Here are 15 topics to help give you the impetus to consider that all-important part of your marketing mix. These 15 are by no means all the subjects available to you…but they’ll do as starters.

Have a press release written when:

· You’ve formed an alliance with another company or individual
· You or your business celebrates an anniversary
· You’re appearing at an event as a speaker, host, panelist, etc.
· You’re appointed to a Board or Committee of significance
· You or your business has received an award
· You’ve authored and published a printed or online e-book
· You’ve decided to begin a blog or e-zine
· You’ve offered a class or seminar, online or offline
· You’ve done charitable work, such as with Habitat for Humanity or the Humane Society
· You’re sponsoring a contest
· You‘ve been awarded a contract by a major or industry-significant new (or existing) client
· You’re having an Open House
· You have completed academic certification in your profession
· You offer a cogent opinion on a hot topic of the day, preferably germane to your industry
· You’re offering special discounts…or value-added features to your product/service

Press releases are relatively inexpensive (all you generally pay for is the professional writing of the piece…along with, perhaps, the time to research media destinations and send it out to them along with online press release portals). Unlike a paid-for advertisement, once a release is picked up and its information runs on the printed and online page, it lends further “legitimacy” and “newsworthy-ness” to the business.

Make sure to include them on your own website as well.

(And, of course, if you’d like to consider going ahead and producing a press release…we’re “write” here for you.)

See you the first Tuesday of next month for another not-publicity-shy version of Not Your Usual Marketing Tips.

Joel Kweskin

http://www.jdkmarketing.biz/

joel@jdkmarketing.biz

704.846.4835

Facebook, LinkedIn, Plaxo