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10 communication things every entrepreneur must know

by at 8:16 pm 1 Comment

guitar in bar in CCIt’s been 4,745 days of being self-employed.  In April, 2001, I started my PR and communications company.   

A few years ago, my accountant, who is also self-employed, shared his definition of an entrepreneur:

“I am a self-employed individual working for a lunatic.”

As I mark this proud milestone, I have taken time to reflect on the entrepreneurial roller coaster I have ridden.

Here are 10 communication tactics every small business owner must know:

1. You must know how to sell. Too many people decide to hang their shingle out only to learn they don’t know bubkus about sales. Entrepreneurs must be diligent at developing the self-confidence, attitude,   discipline, and perseverance to ask people to hand over their hard-earned money.

 2. You must live the ‘publish or perish’ mentality. In my pre-blogging days, I wrote bylined articles for trade publications and membership newsletters. Early on, I landed a spot as a columnist for the Princeton (NJ) Business Journal. I generated content and built my credibility. My volunteer gig lasted more than two years, and ended when the paper merged with another publication.   

 3. You must be willing to speak in public. You were brave enough to launch a small business. There’s no time for being shy or nervous. Partner with a networking group to be the guest expert at a meeting, conference, or webinar. You’ll be front and center with dozens of potential prospects interested in your topic. Beats cold-calling.  

 4. You must be able to validate others.  Validation is an acknowledgement that the other person (your prospect or client) is being heard. Validation is proof that you are listening. For example:  “I can imagine that the loss of your vendor has been difficult.”  

 5. You must know how to ask for what you need.  No one expects you to know everything. That’s why there are contact lists, databases, and rolodexes filled with names of people who can provide products and services to you. Get rid of this self-induced pressure and be willing to speak up. Asking for help is a sign of a true leader.

 6. You must be able to identify your ideal customers. This is accomplished by self-communication. Ask yourself: Who do I enjoy working with? What niche am I passionate about? Who needs my expertise? Do these people have the budget or resources to pay me?

 7. You must have thick skin. People can be awfully mean. They say crap that’s not helpful or positive. Entrepreneurs are so fully vested in their own businesses that it’s hard not to take things personally. Don’t take the BS to heart.

8. You must communicate patience when educating people. Clients do business with you because you offer a valuable product or service that they want or need.  You, on the other hand, are entrenched in your niche or business and will have to slow down to educate those who don’t know all the ins and outs like you do.

 9. You must develop charisma. Charisma is that special charm or personality trait that draws people to you. Self-confidence, along with a friendly and easy demeanor, will take you a long way in business.

 10. You must be willing to reinvent yourself. Chances are you are planning to be self-employed for a long time. Businesses and people change. It’s a given. How can you effectively communicate changes in your messages and direction, without alienating people?

Cheers to the brave small business owners around the world! What have you learned along the journey?

Filed Under: Business, Communication, customer service, Marketing, Public Relations, sales, Success Tagged With: , , , , , , , , , , , , , , , , , , , , ,

How communicators overcome their fear of social media measurement

by at 11:32 pm 3 Comments

“I’m a writer; not a numbers person.” 

“I was never strong in math.” 

This ‘non-numbers mentality’ doesn’t serve PR and social media pros like us well. Especially when it means our seats at the proverbial C-suite table are empty.

Randall Bolten views numbers and measurement in a different light. 

Bolten is the author of Painting with Numbers: Presenting Financials and Other Numbers So People Will Understand You. I recently interviewed him want to share his insights with you. By the way, Bolten is CEO of Lucidity, a consultancy that specializes in financial management and information presentation. He has spent 30 years working in Silicon Valley.

Ready? It’s time to get past your fear of social media metrics.

SY: PR practitioners have always been pressured to show tangible results and return on investment. Clients and employers are looking for the impact PR —and now social media —has on the bottom line. They don’t particularly care about the number of media impressions or page opens. They want specific numbers and proof of how business is impacted. When communicators fail to provide this information, they aren’t included in high level meetings.

RB: Presenting numbers is a communication skill.  It is not a math skill; it’s not an aptitude that is accessible only by the ‘numbers guys.’ It’s simply a communication skill.

It’s very similar to best practices in grammar, sentence structure, vocabulary, paragraph organization and all those other skills that you spend years learning in an effort to become a good writer or speaker.  Strunk and White didn’t tell you how to articulate a political position more effectively; they tell you how to articulate anything more effectively. 

SY: Why are so many communicators intimidated by numbers?

RB:  The ability to understand mathematics is not the same as the ability to communicate information that has numbers. The good news about the skill of presenting numbers is that it’s no harder or no easier than the ability to stand up and be articulate with words and speaking or to write a clear effective business memo or position paper.

SY: You say that the C-suite and clients don’t expect us to be mathematicians. That removes a lot of pressure.  

RB:  You really can present numbers. Is anyone asking you to calculate the square root of revenues or take the first derivative of the expense trend or something like that? No. All they want you to do is to look at a bunch of numbers as if they were a bunch of words and ask yourself: Are they more or less than I suspected, or are they more or less than last year, how does it compare to the completion, etc.  There’s relatively little real mathematics involved.

SY:  As social media continues to enthrall many (and confuse some), communicators often have to answer executive naysayers wanting to know why seven employees spent 40 hours dealing with an online complaint. When you struggle to explain soft communication skills in hard numbers, the gap (and respect) between communicators and senior execs widens.  How can PR and digital staffers address this?

RB: This is not a new problem, Susan. Numbers and financial information are the language of business communication. When radio and TV were new, you had to explain how many people were listening to the commercials.  Then you had to provide back-up information on how many people who heard the ads actually went into the store. Then research was conducted to determine who bought the product and where they heard about it in the first place. Eventually the message got across that radio and TV advertising worked.

The success has always lied in demonstrating that the marketing department understands the underlying business problem.  This is not easy, but the only way to get across that threshold is to find a metric that your audience can relate to. The comparisons may not be exact, but we’re still talking about getting people’s attention. Whatever metrics get widely used to validate other marketing programs, like traditional advertising or trade shows, can be used for social metrics. At least you’ll be using language the C-level executives already understand and base decisions on.

SY: Final thoughts?

RB: One of the challenges that you face when marketing social media is to figure out what is the quantifiable result you can point to where the C-level executives actually understand that that result does lead to more business or more profitable business.

SY: Thank you, Randall. It’s been a pleasure. 

 

 

 

Filed Under: Business, Communicators, Leadership, Marketing, Metrics, Social Media, Social media measurement Tagged With: , , , ,

The No. 1 way to successful content marketing

by at 7:04 pm 5 Comments

Developing fresh content, themes, and material for most business professionals is a constant challenge as real-time social media adds pressure to our lives.

The result: We need stronger content, well-timed topics, and an unyielding knowledge of our information and expertise.  

There are too many lost opportunities for businesses to build their credibility, influence, visibility, and revenues. It’s because: 

  • They’re unable (or unwilling) to connect the skills and talents they already have
  • They rebel against our new digital media
  • They dabble without a goal or plan

 

Then they bitch.  Sound familiar?

Consider this: Content + Communication = Customers = Revenue

When you consistently deliver solid information through digital channels — blogs, video clips, online chats, e-books, e-newsletters, Pinterest, and Blog Talk Radio interviews — you are subtly marketing your business and knowledge (aka content marketing).

The No. 1 solution to developing incredible content

If you’re panicked about the content piece, here’s your answer. I’ve been practicing this for 26 years. It’s works beautifully. And it proves that writer’s block is non-existent.

 In 1984, I launched my career in radio news. I was a street reporter, covering local and county government meetings and press conferences.

Day No. 3 on the job:  The news director sends me off to my first assignment. As I’m heading out the door, he barks, “Don’t come back without a story!”

Every news reporter lives this same mantra every single day. The rule is simple: If the story doesn’t smack you in the face, you better start digging until you find something relevant to bring back.

Most of the events I covered were interesting, lively, and controversial. Returning to the newsroom with a story was easy. But surprisingly, it was the mundane “wake me when it’s over meeting” that brought invaluable insights.

 The benefits of the mandate

 The “Don’t come back without a story” mandate forced me to hone my listening skills. I had to pay attention in a deeper and different way than I had in the past. My goal was to uncover the news nugget that my audience expected to hear.

 I was forced me to think creatively and strategically, understanding there was also an art to this work. Sound familiar?

 My “Don’t come back without a story” way of life meant there was no room for writer’s block.

 If you hit a brick wall when you sit down to write, it’s because your brain has accumulated dust. You haven’t been paying attention to the gems and nuggets around you.

Consider this: Inattentiveness + Procrastination = Writer’s Block

 Your new job title

You may not be a news reporter, but you can be life’s little observer.

Carry your electronic gadgets or journal everywhere you go. Jot down quotes and bits of life that you stumble upon. At the end of each day, review your notes. Most will be useless; the rest will be priceless content that can tie directly back to your business. Be creative. Bring it full circle.

Like me, you are surrounded by remarkable people and funny stories that can easily tie back to your expertise. Pay closer attention to breakfast chatter. Eavesdrop on a conversation at the dry cleaner. Listen to the chit-chat in the elevator. Be a ninja.

As this habit forms, you’ll quickly realize the world is your pipeline of fabulous and fresh material for success.

Your daily assignment: Don’t come back without a story.

 Need help with this? Click here.

Filed Under: content, Marketing, Online Marketing, Writer's Block Tagged With: , , ,

The Top 10 Communication Tips of the Year

by at 5:01 am 21 Comments

Communication is at the core of all of our relationships, both business and personal. 

Let’s take a look at 10 defining moments in communication. You’ll recognize some because they made news. But I believe you’ll relate to all of these tips and lessons. 

1. Your attention is a hot commodity. Back in the dark ages of 1971, Nobel Prize winning economist Herbert Simon wrote: “What information consumes is rather obvious. It consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.” Did Simon have a crystal ball? How did he know the attention tsunami was coming? In ’71, there was no Google, information superhighway, or text messages. Carefully guard your time, attention, and mind.   
 
2. The word “I” doesn’t have to be self-serving and arrogant. Art Petty, who runs a management and leadership consulting firm, says we can use the word “I” for empowerment, active listening,  and accountability. “I am responsible for this outcome.” “Here’s what I understand about your opinion on this matter. Am I correct?” ”I could use your help.”
 
3. Understand the emotions of communication in marketing. Simon Sinek, author of Start with Why writes about ‘The Golden Circle’ and how most companies and people try to sell their ideas based on what their product or service is. Then they talk about how it will work. But the most successful are those who are able to connect with the public on an intimate level. These folks begin at the center of the circle. That’s where the ’WHY’  resides.  The ‘Why’ creeps into the core of a lifestyle, emotion, and belief  that people latch on to. The ’What’ and ‘How’ come later.   
 
4. Whoever has the message has the power. This is what social media has become in the past year. The news and the way it is consumed has changed significantly because of technology and Twitter. The immediacy of real life can be broadcast around the world by someone with a flip cam or cell phone. An angry customer at the Hertz counter in Florida suddenly puts on his ‘news hat’  and reports on shoddy customer service. You don’t need the media to capture the public’s attention.
 
5. Communication must be H.O.T. That’s honest, open, and two-way. That’s according to business writer and blogger Dan Oswald. He says the H.O.T. approach is an effective and powerful force. Amen, Dan. 
 
6. Bullies suck. Criticizing, judging, and making people feel bad sends negative energy into the world. We have too much of that. Common sense and common courtesy in our communication—in person and online— is always appreciated. Snarky comments and dirty looks are included here. Remember, mean people have little mean people.
 
7. Rapport is critical in conflict and camaraderie.  In our ‘crazy busy world’, it’s essential to know how to connect and engage with all types of people and personalities. This  is especially true if you want to resolve a conflict and build consensus. Rapport is the bond that brings us together. 
 
8. Authenticity is priceless.  Just ask executives at BP, Toyota, and Goldman Sachs. And those who hold elected offices, too.
 
9.  Influence comes in many different forms. It may be a quick Tweet, a blog post, a speech, or a handwritten note. Our words wield power. With social media and other technology, be aware that your influence (impact) can affect people in other countries. People you’ve never met and never will. Choose your words carefully.
 
10. Embrace a creative community.  Being shy won’t serve you well in our interactive, engaged world. This year I’ve learned to appreciate that life demands our participation. Force yourself to learn, watch successful people, and develop your own creativity and style. Meet one person at a time to build confidence. You must begin now or you will be left behind. 
 
There’s always time to learn. 

 

P.S. Here’s a free communication resource for you. Take advantage of my 21-day video series, “Speaking of Communication.” It focuses on interpersonal communication, social media, blogging, public relations, and sales. The sign-up box is on the top right of this screen. 

Filed Under: Communication, Communicators, Interpersonal Relationships, Marketing, Social Media Tagged With: , , , , , , , , , , , , , ,

Hello, my name is dumbass

by at 1:20 pm 13 Comments

Dunce capSometimes you just have to break out of your shell and do something a bit daring. Hence the title of this post.

In my Social Media travels, I’ve made note of five things that can stop people from reading your blog, visiting your site, connecting with you…and buying from you. 

The  five items below can negatively impact your credibility and online image. Here they are, in no particular order.

1. A Tweet that says “I just worked all day on my new blog post. Read it at________.”  A touch of Jersey sarcasm here, but no one cares about how long you struggled to create your genius post. Just tell me what benefit it offers to me (your reader)–what can I learn from your prose and insights. It’s not about you, silly. It’s all about me.

2. Please RT. I’ve always been a bit rebellious, so don’t tell me what to do. If I like it, I know I can re-tweet it. Now sit down, Skippy.

3. A message or Tweet that says “I need 12 more followers.” Please refer to Rule #14-C in the Social Media handbook. It’s about quality relationships and not quantity. Quit counting and start creating. Then you’ll have plenty of followers and you won’t need to beg. Desperation is very unappealing in the marketplace.

4. A profile that claims you’re a leader in your industry, and you just joined Twitter last month. This raises a red flag. If you’re in marketing, public relations, branding, or advertising, tell me this: Where have you been??

5. A message or headline that includes words like “new” , “trends”, and “top” —and when I click the link, the article or post is a year old. In the digital time zone, that belongs in the Smithsonian.  Take a minute to freshen up your Tweet. Hey, we’re in real time.

I vented. I feel much better. You?

(Photo Credit: Cracker Country Living History)

Filed Under: Blogging, Business, Communication, Marketing, Social Media, Social Networking, Writing Tagged With: , , , , , , , , , , , , ,

The 10 Most Overused Words in Social Media

by at 10:05 am 14 Comments


DSC05799If you’ve been tinkering around in Social Media for more than six hours, you may have noticed many of us have overdosed on one or more of the following words. How about you?

  1. Engage - that’s for up- and-coming brides and their lucky partners.
  2. Transparency-reminds me of Scotch Tape and the word “Frankly”. What else would you be?
  3. Resources- can’t have too many of those, or can you?
  4. Value- no one likes to waste their time with junk and get ripped off. Duh.
  5. Free- come on, I have a bridge to sell you in Brooklyn.
  6. Revolution- which came first, The Beatles or George Washington?
  7. Marketing-ok…
  8. Traffic- ever drive on the Long Island Expressway on Thanksgiving Day? Now that’s traffic. And it ain’t much fun.
  9. Community-what about the anti-social and introverts?
  10. SEO-e, i, e, i, o..with a moo moo here and a moo moo there, (come on, everybody!)

It’s been a busy day in paradise. Do you have any words you’d like to add?

Filed Under: Blogging, Business, Communication, content, Marketing, Online Marketing, Social Media, Social Networking, Writing Tagged With: , , , , , , ,

8 Best Practices for Pitching Your Story to a Blogger

by at 3:00 am 8 Comments

P8100101Many people in the blogosphere are uncertain about how to pitch their story, product or service to a blogger or journalist. In a recent chat on blogging, this mysterious topic had people rattled. It’s time to clear the air.

One quick note:  The overall mindset and approach I offer here can be applied to pitching stories to reporters in print, radio and TV news. I’ve been on both sides of the fence; a news decision maker in radio newsrooms who was subjected to lousy pitches every day.  And I’ve been on the PR side; pitching stories and training people on how to get publicity.   It comes down to do your homework,don’t ask for favors, and build relationships.

Here are 8 best practices for pitching to a blogger:

1. Know your story. Don’t pitch a concept you don’t thoroughly understand. If you don’t get it, how can you possibly explain it to someone else?

2. Identify your target audience. Determine where your ideal client “hangs out” online, i.e. chats, groups, and friends. What newsletters or websites do they read? Research the movers and shakers. These are bloggers and journalists who are respected, involved, and have large followings.

3. Pay attention to these influential and cutting-edge bloggers. Read their posts, add comments, listen to their interviews, and know their sweet spots. While researching, also find out if they allow guest bloggers. This is another huge opportunity. Find out where they ”hang out” online.   This is called doing your homework.

4. Observe for a while. Watch their conversations and who they engage with. Follow them. Retweet their messages, a nice form of flattery. You’ll soon be on their radar screen. One note: be genuine. Don’t go on a retweeting rampage to be self-serving. Go for long-term relationships, building trust, and sharing solid content.

5. Find a natural opportunity to connect. If you did your homework, you’ll be able to start a conversation or jump into one without feeling awkward. Let them know, in a subtle way, that you’ve been watching, reading, and enjoying their material. The good news is this process may only take a day or two.

6. Move the conversation offline. Once you connect with the blogger, invite them to follow you so you can send a private message. Continue to build rapport by finding similarities between the two of you. Preferably this should be work-related, such as you agree with their opinion on yesterday’s post, you were both on the same chat, or you shared their article in your office.  If they seem receptive and engaged over the next 48-72 hours, ask for their e-mail address so you can send a short note with “an idea.”

7. Go for it!  Compose a carefully worded 2-3 line e-mail pitch with a compelling and succinct overview of your story. Focus on how it helps their target audience. Build your credibility. If you’re self-serving, you’re toast. You just wasted everyone’s time.

8. Give them what they ask for. If you’re able to pique the interest of your new blogger friend, they will likely ask for more details. Be prepared with a one page press release or background sheet. Don’t send them to a website filled with BS. Friends help friends.

Once your story is picked up by a blogger, remember to cross promote it. Mention it in all of your Social Media channels and newsletter. Link it to your site. E-mail it to prospects and clients. If you do it right, other bloggers and journalists will contact you. Publicity has a cascading effect.

Oh, and remember to thank them. Friends do that.


P.S. Here’s a free resource for you. Take advantage of my 21-day video series “Speaking of Communication.” It focuses on Social Media, blogging, PR, writing and communication themes. Click on this link now for instant access http://www.getinfrontcommunications.com/

Filed Under: Blogging, Business, Communication, content, Marketing, media, networking, publicity, rapport, Social Media, Social Networking, Writing Tagged With: , , , , , , , , , , , , , ,

7 Signs Your Blog is on Life Support

by at 3:00 am 6 Comments

Broken heartLife support. I can imagine that’s not a good place to be. Yes, humans and animals get sick and hover near death. Sad to report that many blogs have taken a turn for the worse. 

How would you recognize the warnings signs that your blog is heading towards the Pearly Gates of the Blogosphere? Is St. Peter waiting for your blog?

When do you seriously consider pulling the plug?

Think about these 7 tell-tale signs:

1. My blog is updated every two weeks, or every three months, depending on when the TV reality shows are on hiatus.

2. My blog is all about me. Hey, my name and mug shot are on the top. Who else would I want to spotlight? 

3. My blog has links that lead to dead-ends and expired pages. I’ve been too busy to deal with those small details (see No. 1)

4. My blog has posts with word counts of 3,961, give or take. I’ve been told I’ll appear smarter if I write more. Repetition is wonderful when it comes to word count.

5. My blog is quite humble. I don’t like to brag and self-promote. I’m sure those search engines and that Google thingie will bring readers my way. I’m not looking to be an overnight success. I’m good behind the scenes. Really.

6. My blog is consistent in it’s appearance. All the colors, graphics, and fonts are from a template my 12-year-old neighbor designed. How cool is that? I couldn’t afford one of those flashy web consultants. Who needs white space, a theme, and snappy headlines?  And what the hell is WordPress anyway?

7. My blog is easy to maintain. I turned off the response option so no one can comment. It’s working out great for me. Low-maintenance is good.

Oh no, is that a flat line?

 

(Photo Credit: David Armano)

Filed Under: Blogging, Business, Communication, content, Interpersonal Relationships, Marketing, Motivation, Online Marketing, rapport, Social Media, Social Networking, Success, Women, Writing Tagged With: , , , , , , , , , , , , , , ,

5 Ways to Move From Bland to Brand

by at 8:47 am 4 Comments

spicesBland. Dull. Sleeping Pill.

Is that what your message, company, and website represent? Why do some business brands fall flat while others are over the edge exciting, compelling, and intriguing?  Don’t you want to be considered exciting, compelling, and intriguing? Don’t you want to create an identity that draws in consumers and prospects? What are you communicating?

The charisma contained in your marketing material directly impacts your bottom line. It’s time to move away from bland, and build your brand.

Think about what we do when eating a meal. Do you automatically add salt and pepper without tasting the food, expecting that it will need more flavor? Do you anticipate bland? Or do you taste the food first and then add something to spice it?

Here are 5 tips to help you create a “brand buzz” in the marketplace:

1. Look at the first few sentences of your website, blog (if you have one) and marketing material. Would you describe the initial message and visuals as relevant, creative, and forward-thinking? If you worked with a focus group five years ago, you’re long overdue for a branding and marketing facelift. If you’re too entrenched in this, hire a consultant. It’s that important.

2. Consider the colors, layout and design. Are the graphics and visuals effective, stimulating, and congruent with your written words? What would draw people to your site and content? Does your material reflect positive energy? In our “crazy busy” world, it’s a race against the clock for you to quickly grab someone’s attention and keep their interest. Bland pushes people away–in droves.

3. Identify the writing style and language. If it’s all about your company, your history, and your experience, then it’s bland. People visiting your site don’t give a rat’s ass about where you went to school or your stuffy mission statement. That’s bland and boring because they don’t care about you—they care about themselves. Position yourself as a business that focuses on being the solution to your customers. It’s all about them- their needs, challenges, issues, and success. If you don’t believe me, look at Zappos and Nordstrom.

4. Stay current. We’re moving at warp speed. A blog post that’s dated three weeks ago is bland. An article or press release that was printed in 2007 belongs in the Smithsonian. Build your brand by staying on the cutting edge of your industry and trends. Be sharp and bold.  Brand yourself as a leader in your field. Become the “go-to guy”. That’s not bland.

5. Create and know your brand personality. What mental images and perceptions are conjured up when someone sees your logo, tagline or company name? Does it inspire, bring a smile, a sense of comfort? Does your message generate excitement? Or is there confusion over acronyms, mixed messages and your own identity crisis? Clarity is critical.

You don’t have to be in the travel industry to build a buzz that’s attractive and engaging. Funeral homes also have to effectively brand themselves to welcome prospects into their pipeline. What kind of first impression and experience are you offering to the public?

Successful brands distinguish value and build loyalty. Have you built bland—or brand?


(Photo Credit: almostbunnies)

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, Online Marketing, Social Media, Success, Writing Tagged With: , , , , , , , , , , ,

How Women and Men Create Video Blogs

by at 10:16 am 4 Comments

“Women are from Mars and Men are from …” Yeah, we know.

Each gender communicates in their own distinct way. This includes in Social Media and videos too. I’m happy to share my observations and experiences with how women differ from men in creating their videos, or vlogs.

httpv://www.youtube.com/watch?v=5LjSln8ro38

Here’s a free resource for you. Take advantage of my 21-day video series “Speaking of Communication.” It focuses on Social Media, blogging, PR, writing and communication themes. Click on this link now for instant access http://www.getinfrontcommunications.com/

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, media, Online Marketing, Self-Confidence, Social Media, Social Networking, Women Tagged With: , , , , , , , , , , , ,
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