Friday, July 3, 2009

Powercast #3 - Mid-Year Identity Check-Up

Powercast is my Friday morning marketing briefing for small businesses. It is broadcast live on UStream every Friday morning. Follow me on Twitter to get alerts on the next broadcast: @TheMarketingGuy



How are you doing with your goals? July 1st is the middle of the year and good time for goal checkups. This week's Powercast is about your goals and your identity. Are you mixing the two or do you keep them separate? In December, I wrote a post suggesting that 2009 be the year you grow in to your identity. In this Powercast I discuss your goals, your identity, how they affect your sales, and your focus for the rest of the year.

How are you doing on your goals and your identity? Add you comment here.

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Thursday, July 2, 2009

A Call to Action for Entrepreneurs, RE: Government Growth

Does everything the government does have to be outside our control? I'm speaking as a business owner here, entrepreneur-to-entrepreneur. Government is growing faster than the economy, and that's not good. Federal, State, and local government spending this year is projected to be at 45% of U.S. GDP (Gross Domestic Product). I believe it's dangerous for business in America. Why?

image
Image Credit: USGovernmentSpending.com

Let's compare the function of entrepreneurs to that of government: Entrepreneurs add value and reward achievement, meanwhile government subtracts value and punishes achievement. Think about it.

Entrepreneurs take a raw product or service, enhance its value by combining it with other resources and adding features and benefits. The result is a product or service that has more value than its original form. Consequently, entrepreneurs can sell the enhanced product at a profit. They are then rewarded with income and growth. It's how the economy grows.

On the other hand, government gets paid before it actually creates anything. Resources are collected from businesses and citizens first. Then, a portion of those resources are discarded in the creation of bureaucracy. Finally a service is created. But the value of that service is less than the value of the resources used to create the service.

To feed a growth rate that is faster than the country's economic growth, the government must increase the percentage of resources it subtracts from the economy each year. It does so by punishing the achievers with higher tax rates. The more you achieve and grow, the higher your tax rate.

Government cannot continue to grow at a faster rate than the economy. It's simply not sustainable. Eventually entrepreneurs will not be able to create more value than the government subtracts. But what can you do about it?

I interact with entrepreneurs and small business owners almost every day. What surprises me most is their resolution that they can do nothing about government growth. Entrepreneurs feel it's something outside our control. As if, somehow, our government is an independent entity, answerable to no one.

My friends George Krueger and Mary-Lynn Foster first gave us a wake up call last October. In their Bigg Success podcast episode, We the People are Taking Back Our Country, they said "It starts and ends with us. We need to take personal responsibility" But we haven't...yet.

So, how can entrepreneurs regain influence? We must answer the call to action that George and Mary-Lynn sounded last October. Call and request meetings with your government officials. Run for office. Organize and voice opposition against excessive government growth. Get involved. We cannot sit on the sidelines. I know you are busy running a business. But this is important. In fact, essential. This current trend of government growth threatens our entrepreneurial system.

I did not write this post to rail against government or any political party. Some government is necessary. Just not 45% of the economy. This is a wake-up call to entrepreneurs. We cannot continue to just run our business and let politicians dictate our economy.

The question is, what are you going to do about it? How can you get involved? Comment here.

What can you do?
"...when you have businesspeople with payrolls calling up their legislators — that’s what makes a difference,”
- Jim Roche, president of New Hampshire Business Industry Association

Read the full story: Business Groups Dodge a Much Worse Fate in State Budget

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Wednesday, July 1, 2009

The Dont's and Do's of Naming a Business

Improbable-business-names-2-Flickr-photo-by-bruce-grant
Photo Credit: Flickr photo by bruce grant

Dont use a generic name. Generic names equal generic brands. Advanced Glass & Mirror is just another place that installs glass.
Do use unexpected names. The most famous example is Starbucks, which took it's name from a character in Moby Dick.

Don't use initials. JWT could be grain and feed store, or it could be a famous advertising agency. It has no meaning. Business names that use initials are less memorable.
Do use your name. It's ok to use your name. It puts your personal stamp of approval on the business. Butler Graphic Design is the place that's owned by...yep Butler. Just make sure you have an easy name to pronounce.

Don't be too literal. The Ultra Fit Gym.
Do use synonyms and metaphors. Iron Hammer Gym.

Don't involve too many people. You are not going to find a name that everyone likes. The more people you try to please, the less interesting your name will be. It's called compromise. Keep the committee small, or better yet, just you.
Do test the name. However, don't go to the expense of naming your business without running it by some people. Remember the Chevy Nova? No va means "will not go" in Spanish. Also, sometimes people just don't get what you do.

Don't name your business too soon. It's exciting to name your business. It's more important to get it right. Take your time.
Do create your brand promise before you name your business. Your business name should be representative of your brand. If your brand promise is based on speedy response, you can use the above techniques to create a name that says speed.

What would you add? How did you name your business?

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Tuesday, June 30, 2009

Small Business Websites - Part 2: Domain Names & Hosting

How to get a website in less than a week for under $100...if you're willing to do it yourself.

In Part 1 we discussed the purpose of your website and encouraged you to create a basic site map for your new website. In this tutorial I will show you how to register a domain name if you don't have one, and then show you how to set up a hosting account. I will also show you what to do if you already have a domain name. Watch the tutorial and post a comment if you have any questions.

To register your domain name: GoDaddy.com
To set up a hosting account, and/or register a domain name here: BlueHost.com (My affiliate link)

If you have any questions, please post them in the comment section below. I am not a website developer. If I can do this, you probably can too. In Part 3, we'll show you how to change the look and add content.

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Sunday, June 28, 2009

The ‘Most Normal People’ Rule

I’ve been listening and learning this weekend at the Writer’s League of Texas 2009 Agents and Editors Conference. Aspiring authors are an interesting, eclectic group of people. They’re also small business owners in a sense; owners of their book idea. That makes authors marketers.

There are some pretty cool book ideas being pitched here in Austin. We’ll probably see a few of them on Amazon in the next year or so. There are also many that will make you scratch your head. Begging the question, “Why do they think anyone would read that?” It’s a question you should ask yourself before you pull the trigger on new products or new marketing campaigns. “Why would anyone buy that product or believe that claim.” To help you decide, invoke the Most Normal People Rule, which asks: "Will most normal people like this?"

The Most Normal People Rule has two parts:

  1. You are not most normal people – Just because you like an idea and a concept doesn’t mean everyone else will. No matter how enthusiastically you pitch it.
  2. Empathy – You must be able to step into your customers’ shoes and understand what they’re thinking, what they’re likely to purchase, and what they’re likely to believe.

In the book, Tuned In, authors Craig Stull, Phil Myers, and David Meerman Scott say that “Your opinion, although interesting, is irrelevant.” Before you launch a new product or service, or do any marketing, run it by the Most Normal People rule. Better yet, run it by most normal people. Talk to people, but don’t ask them if they like your idea, because most people will say yes. They don’t want to hurt your feelings. Instead get to know your customers. Ask yourself what idea or product would resonate with them.

It’s probably best not to introduce a new idea from the comfort from your office. Get out and talk to customers and potential customers. Put yourself in their shoes and find out what most normal people think.

How do you stay tuned in to most normal people?

For more on tuning in to most normal people, check out these articles:
Tuned In
Forget What You Know, Because You're Cursed
Keeping Customers: The Key to Customer Retention

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