Sometimes

Smaller Is Better!

Stop trying to jam  big-budget marketing into today’s low-budget economy! You’ll lose time, money, energy, and respect! (Maybe even your business!)

Having helped to start  hundreds of successful businesses, I’m rarely wrong when it comes to predicting business failure. And I’ll tell you right now that I can name a doctor, a manufacturer, a furniture retailer, a trucking business, a bank, a college, and two car dealerships that are positively headed South. The worst part is they don’t even know it. (Or perhaps they do and just don’t want to admit it!)

They’re all caught up  in trying to beat the economy by overwhelming it, like the poor schlemiel with a gambling addiction, throwing good money after bad. Each of these incipient failures have undertaken paths of reckless endangerment, thinking they are some kinds of hot-shot entrepreneurs. Sadly, they are not likely to survive long enough to see the economy turn.

     SOMETIMES  

(contrary to all the “enlargement” spam emails),

 SMALLER

(as the little Beetle automaker has proven time and again)

  IS BETTER!

     Marketing  doesn’t have to be exorbitantly expensive and splashy to be effective. There are some enormously successful direct mail campaigns out there that use postcards. Some of the world’s greatest print space advertisers have discovered they can be equally effective with great (tiny and infinitely less expensive) front page classified ads.

     Baseball managers  who lack big-time sluggers resort to winning games by playing “small ball” …focusing on the basics like not swinging at first pitches, drawing walks, bunting, base-stealing, catching with two hands (!) and playing “heads up” on each pitch. It works.

     Professionally-written  email campaigns can be hugely successful for no cost beyond a writer and a technician (and maybe a list rental). I am presently preparing a frugal campaign for one client that calls for strategically-placed highly-specialized business cards instead of the elaborate and expensive brochures he originally planned.

For another client,  I am preparing an inexpensive customer attitude survey that will get the business significant sales simply by virtue of asking for opinions (and might even collect some valuable ideas and feedback as well!) Bumper stickers are making a comeback.

Bartering  website banners and, of course, the much-talked-about use of social media also represent free and often very effective marketing tools. And, done right, not enough can be said about the value of professionally-done (and again, free) public relations news release and BUZZ (word-of-mouth) programs.

Before you dig  into your pocket to bet on yet another roll of the dice, stop and think about other effective, less-expensive ways to get your message across. The ways are there waiting for you. When smaller is better, open minds open doors!

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Hal@Businessworks.US    302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

Not just tech triumphs, the

PO is a self-fulfilling sinking

You think it’s not coming?  You must be a fantasizer, or you work for the post office! Direct mail, thanks to the US Post Office (AKA US Postal Service) as we know it, is dying a slow, painful suffocating death.

How can that be?  Because direct mail–like commercials being the mainstay of broadcast media–is the mainstay of the US Post Office (AKA US Postal Service), and the US Post Office is on the way to gasping its last few breaths.

I noted here  a few days ago that the US Postal Service is reported to have processed 203 billion pieces of mail during 2008. (That’s 7.700 pieces per second!) Now does that sound like an entity that’s going out of business?

Well, consider that during the same time period,  CTIA reported over one TRILLION text messages were sent. And are you ready for this one? Radicali Group reports –for 2008– that 210 BILLION EMAILS were sent PER DAY. Do the math!

Now take a hard look  at US Postal Service management. It’s a sea of incompetency, which should actually not be any surprise considering the totality of federal government incompetency when it comes to anything involving business.

And no need  to look any further than the banks, automakers, lack of job creation due to 100% lack of small business savvy and support [except for  tokenism from the equally incompetent SBA (Small Business Administration) run, of course, by big business]… or the ridiculous “forced healthcare” proposals on the table. Maybe we should be forced to buy stamps!

Here.  Try a quick review of these two gem blog posts from this past March: the first was mine, criticizing the US Postal Service and the second was from a postmaster who politely tried to defend and then subscribed to the bulk of criticism. (I reproduced his reply in full.)

They speak for themselves  http://halalpiar.com/2009/03/23-lifelines-tossed-to-the-post-office/ and http://halalpiar.com/2009/03/hawaii-postmaster-responds-to-postal-service-critique/

It’s beginning to look  like it’s going to take more suffering before government gets a wake-up call that the only answer to our economic woes is going to come from small business job creation and the privatization of government agencies.

Unless agencies  like US Postal Services can be run like real businesses by being market competitive and operated for profit, they will cease to exist. The Post Office is on its way out. And like a sinking ship’s treasures, it’s taking the direct mail industry along with it.

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Input aways welcome:

Hal@BUSINESSWORKS.US or comment below.

Thanks for visiting. Go for your goals, good night and God bless you! 

When you find one, let him go!

     Hatching a business that hatches a business may seem like a lot of hatching, but is it? Isn’t that what entrepreneurs thrive on? I’ve always thought one of the most endearing (and maddening) traits of an entrepreneur is that she reinvents herself about as often as the sun rises.

     Why do you think that is?

     Because she can, some would answer, or–in other words– entrepreneurs have more freedom to swing so they do. But a truer assessment would probably revolve around the innovative thought patterns that jump from one thing to another.

     Entrepreneurs are not typically great planners. Planning is for corporate muckity-mucks who need to justify their existences. And don’t those poor souls live to justify themselves? Entrepreneurs live for the next venture. Often these occur within the very depths of the existing venture, and VOILA! New business is born!

     But don’t get the wrong idea here. Entrepreneurs are not the wild, out-of-control risk takers Hollywood would have us believe (but then, nothing on Earth is probably farther from reality than those out-of-touch “stars”  the media sells us). Entrepreneurs, as chance would have it, take only reasonable risks.

     What this means is that we might be keeping a jaundiced eye (yucht!) on a venturesome friend or relative and thinking he had gone off the deep end, and is on the precipice of colossal failure, and quickly grab him by the shirtsleeve and try to pull him back from the edge.

     But, no! Not only does this reckless friend or relative disregard our grasping and shouting, he actually gets resentful, like we were blocking sidewalk passage or something.

     Entrepreneurs, true entrepreneurs thrive on precipice balancing. It’s part of what will lead them to the next big opportunity. And here’s the catch: It just LOOKS reckless to us because most of us don’t parachute out of planes or surf Hawaii’s giant waves.

     But TRUE entrepreneurs are in control of their fates, have a firm idea of direction; they don’t worry about finish lines; they look for every option and opportunity; they risk only what appears likely to succeed, and never as recklessly as most of us probably imagine.

     When you find one, let him go!  

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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This blog free via list-protected email: click “Posts RSS Feed” (center col.) or $1.99/month on AMAZON Kindle. Creative? Add your own 7 words to the 311 day “7-Word Story” (under RSS) We’re making it up as we go! Hal Alpiar short story in Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING Amazon, Barnes & Noble, OR order special (signed by Hal) pre-publication $22.45 total check only (includes s&h), payable & mail to: TheWriterWorks.com, LLC @PO Box 1236, Millsboro, DE 19966. Include continental US ship-to address. 9/13 is Grandparent’s Day! [See Blogroll]

HOW DISTRACTED

IS YOUR AUDIENCE?

Surprising 2009 statistics from a notable professional association:

• Average work time since 1999 has increased 20%
• 75% of managers work more than 40 hours per week and must manage 600% more information than 20 years ago
• Professionals average at least 10 hours per week in meetings
• Employees spend 18 hours a week dealing with interruptions
• The US Postal Service processed 203 billion pieces of mail in 2008 (That’s 7,700 pieces each second!)

Sounds like a lot, right? Now contrast that with these two findings:

1.  The Radicati Group found that the number of emails sent PER DAY in 2008 was near 210 billion
2.  CTIA reports Americans sent more than 1 trillion text messages in 2008                                                                                                                                                       And research conducted by the ePolicy Institute found that employees spend as much as 20% of their workday reading and responding to email.

 THE BOTTOM LINE?  Today’s audience is starved for time and inundated with information. If you want your message to cut through the clutter, it must be relevant, timely and creative.

Reprinted from The Corporate Communicator, a free e-zine dedicated to helping professionals communicate more effectively with employees, customers and the media. To get the latest industry news, research and best practices at your fingertips, order a FREE subscription at http://www.thecorporatecommunicator.net

     So what does this mean for the “average” small business owner? Odds are you’ll need to go “outside” yourself and your organization to find a proven and experienced talent capable of understanding your business and your market and your customers and your message.

     It’s generally best to avoid formal “Ad Agencies” or “Marketing Agencies” because they are more likely to pursue industry recognition awards than sales for your company. Be especially hesitant of those that call themselves “full service” unless you have Fortune 500-level budgets to dispose of. 

     Second, ad agencies and marketing agencies (NOTE that many of these now call themselves “Groups” to escape the high-price stigma) are likely to charge excessive fees.

     Their norm is to charge you 15% of all media costs (broadcast time and print publication space and Internet banner fees) they book for you (which of course you can “book” for yourself to bypass that “agency commission.”

     …PLUS 17.65% of all production costs (which include costs of illustrations, photography, printing, studio production, editing, graphic design, list rentals…you name it!)

     …PLUS other fees that are rarely evident until the moment something is needed to be finalized. Don’t you love financial surprises?

     This translates to : SHOP AROUND! There are plenty of good, qualified, experienced freelance writers and small one-man-band and one-woman-band businesses that can provide far better quality creative sales writing and design services for far less money than the big city slicker organizations!

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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“People go only to places

they have already been

in their minds.”

Roy Williams, The Wizard of Ads

     Just when you think you’ve thought about it all, along comes another thought, but–as the above quote suggests–the human body will only go where the human mind has journeyed repeatedly already. Purchases only happen when people have or believe they have already owned the product or service.

     What does this mean for business owners, managers, entrepreneurs, PR people and publicists, marketers, salespeople, advertisers, branders, website developers, promoters, communicators, media and management consultants?

     First of all, something we’ve said here a hundred times: Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! (okay, a hundred and five times!) But what else?

Every purchase

is the result of an

emotional trigger!

     In any form of selling, marketing, advertising, communication, if your goal relates to persuasion, then your process is limited to some form or combination of forms earmarked by approaches that hinge on educating, entertaining, boring, screaming, or seducing…engaging the imagination.

     A couple of three-little-words examples: “It’s in you” and “I’m lovin’ it” both sounded like retarded campaign theme messages when they first came out, didn’t they? Do you remember saying: “It”? What the heck is “It”? Ah, but look at what “It” has accomplished. What’s the old expression: “Say something often enough…”? (Spare me saying the RS words 106 times)

     Okay, so where do we start with the imagination seduction stuff? One way may be to take a lesson from stage and screen actors…and WHISPER! What happens next? People lean forward in their seats. What an envious position to have a prospect in, for delivering your sales pitch.

     And what else? Great pictures are great, but they don’t sell! They plant images in the mind that allow words to rush in with for the kill. (With apologies to all my artist and designer friends): One great word is worth a thousand pictures. Think of the artwork/words thing as a one-two punch.

[And if you’re reading this, looking for input about the importance of words in websites, click the 3% tab on the top right of this page!]

     Seduction is the name of the game. Every purchase is the result of an emotional trigger! A past president of Revlon once confided in me that they weren’t selling hair-coloring products, they were selling “the promise of sex to single, young girls.”

     Great, you say, some products can sell themselves anyway; it’s selling intangible services that presents the real challenge. Y’know what? That’s true. And it’s all the more reason that service-based businesses–especially–need professional marketing and professional copywriting help.

     Contrary to the “step-in-and-out-of-the-closet-with-the-magic-idea-and-words” concept that many have, professional marketing and professional copywriting are time-intensive pursuits.

     Both functions require considerable experience and exceptional skill. Don’t cut corners on finding and securing this kind of talent. Not everyone  can make “It” such a big-selling word! 

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Input: Hal@BusinessWorks.US or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!

“You’ve got to stand

for something, or

you’ll fall for anything”

— Aaron Tippin, Country Western Performer

http://www.youtube.com/watch?v=4Hja0XND8Ms 

     The business world seems to have a mission to have a Mission Statement for everything these days…Sales Mission Statements, Customer Service Mission Statements, Corporate Mission Statements, Financial Mission Statements…

     And many of these, I believe, are merely token lip service public relations-type tongue-twisters with no teeth that hang framed on walls and plastered onto every ad and document and website in bordered shadow boxes, flaunted as if they were flags of honor and integrity!

     First of all, any company that has to be boasting about a Mission Statement (no matter how goody-goody it might sound) is simply indulging itself in mental masturbation.

     If your business is as great as the pursuit of its Mission, the people you want to know it, will know it without you having to strut it across every stage. Your behavior and the behavior of your business is what constitutes your “brand” and people will know you by your brand, your conduct.

     That having been said, there is a need in every organization (even sole proprietorships) for an internal “Leadership Mission Statement” that owners, operators, and managers can rally around and bring into daily practice. “You need to stand for something or you’ll fall for anything.”

     It needs to address HOW your business leadership will function and communicate with others inside AND outside your organization. Why? Because –no matter what business you’re in, no matter what quality or value of goods and services you offer, no matter how industrious and honorable you may be– 80% of your business is communication!

     If you don’t have a Leadership Mission that focuses attention on the processes and ways you will strive daily to communicate clearly (including, importantly, active listening practices) with associates, staff, customers, prospects, vendors, community, industry and the rest of the world, you are setting your company up for failure.

     I’m not talking about a PR or media or customer service policy  manual, or some empty suit theory. I’m referring to a genuine statement of leadership conduct that calls on human communication best practices at every level… in letters, emails, on the phone, in-person, in presentations, and in all marketing related materials, publishings and broadcasts all of the time. “You need to stand for something or you’ll fall for anything.”

What’s the guideline to use? Trust and Authenticity.

With special thanks for inspiring tonight’s blog post to a strategic alliance partner of mine, Andrew Jackson, who sent me the link to the music video source of the headline quote above. 

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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Stop shooting yourself

in the Subject Line!

     I had occasion today and yesterday to delete a few thousand emails that had accumulated at an old, unused email address. 99.9% of them (including substantial numbers from leading name companies) had subject line copy that was too stupid for a 6 year-old to consider opening.

     Okay, I realize the vast majority of these were spam, but you would have to be from Pluto or Uranus to think you could find value in clicking open emails with Subject copy like:

• Get Yore Advanced Collage Decree Today: EZ and cheep [I gather we’d not be talking about a Master of Fine Arts in Writing here.]  
• Women will cling to you day and night[This is not something I can imagine a desirable state of existence regardless of gender.]
• Hi. Angelina here. I missed hereing from you[Wow! An old acquaintance; I mist you two!]
• Jumpstart your customer base now! They’ll come rushing to your door with their wallets out! [Not sure that jumpstarts are such a good idea for my surgeon clients! And not many doctors run anywhere with their wallets open anyway!]
• Call Today! Start Earning $10,000 A Week Immediately![Okay. let’s see, that’s $520,000 a year. Hmmm, not bad. Must be a steroid franchise!]

     You get the idea. And you surely get your own fair share as well. The point is that there’s also a very large and very successful email marketing medium out there that is thriving because the people involved are professional enough to recognize that GREAT Subject line copy gets emails opened.

     What makes it great?

1. First (like the ingredients and message of every great direct mail campaign envelope), it’s as personalized as can possibly be.
2. Second (like the copy for every great billboard and branding theme), it’s seven words or less that tell a story that has a beginning, middle and ending and is persuasive!
3. Third (like every great ad and every great marketing campaign), it succeeds at attracting attention, creating interest, stimulating desire, and bringing about action while assuring satisfaction.

     WHEW! That’s a lot of stuff for one email Subject line! Yup! And it takes a lot of time and special skill that can often be pricey. But, how important is it to get your email advertisement opened to start with?

     Remember: no matter how spectacular your message is inside, it’s not worth a hand of sand if your prospect doesn’t open it.   

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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“I know how it feels to have 

wings on your heels, and to

fly down the street in a trance”

                                                              From the classic song, “HELLO YOUNG LOVERS”

     Sure you can stop to smell the flowers, but that just gives you a breather. What you really need to do is stop for a minute and remember how it feels to have wings on your heels and to fly down the street in a trance because THAT will give you M O T I V A T I O N.

     Think back to the last (or first) time you were so excited, you might as well have been flying. Go on. Do it! Think back. Remember what was going on? Remember how great you felt? Remember how you knew at that moment that you could conquer the world?

     Stay with it.

     Now, do it again. Whaaaaat? Yes, do it again! Feelings and behaviors are a choice! Sometimes choices are conscious and sometimes they are unconscious. Make a conscious choice to recreate the exhuberance you felt at that magically high moment and bring it all back into focus. Get your butt cranked up to fly through this coming week!

     Go to bed tonight convinced that you own the world (regardless of reality and woes and worries)! Be in 100% charge of your SELF and your feelings. Go to bed telling yourself:

I will awake at ___AM (insert whatever time you rise) feeling happy, healthy, rested, alert, physically fit, and ready to take in all the money that comes easily and frequently.

     Don’t question me. Don’t dismiss this. Don’t X off the page. Don’t give up on yourself! YOU OWE YOURSELF a huge, successful week. Make the choice and do it! Stop making excuses. Stop allowing (choosing for) your mind to drift back to negative, bah-humbug nonproductive ways of thinking!

     You know in your heart that you can do better, and that you need only to drive your energy with a positive thrust of attitude. TURN OFF THE 11 O’CLOCK NEWS and go to bed reciting the blue boldfaced sentence above. Go on! I dare you! Take up my dare and watch what happens! What have you got to lose? The 11 O’clock News? (It’ll be there tomorrow. Same old stuff. You won’t have missed a thing. I promise.) You might even get up on time!

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      . . . I’m open to your input anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thank you for visiting. Good night and God bless you! halalpiar  # # # 

FREE BLOG SUBSCRIPTION? Click on ”Posts RSS Feed” (Center Column). FEELING CREATIVE? Visit the daily growing 7-Word Story (That’s now 232 days in the making) and add your own 7 words: http://halalpiar.com/?page_id=157

“It Don’t Matter To Me!”

     That song title should be your answer (aside from the ungrammatical “don’t”) to any question about who’s to blame for this economy. All that matters in the end is what you are doing about it for your own business or professional practice.

     Whether you’re a doctor, a retailer, a small-size manufacturer, a distributor, agent, or service provider, it’s time to take a hard look at how you are dealing with your current spending plans. This, for example, is NOT the time to fold up the sales and customer service training rug and store it in the basement. Besides the fact that basement-stored rugs attract mold and mildew, there are better solutions.

     Check in with your local community college or adult education program for an inexpensive training option. Or, do it yourself! Or round-up a team of masters or doctoral students from a nearby university to put a program together for you.

     Many internship programs across the country award academic credits for firsthand real-life experiences. A combination of business and education or psychology majors should be able to package a good motivational training program for your business. Some training is better than no training!

     Just be sure you present such a program in the right light and discourage over-the-top expectations. Help your people to see such an occasion as an opportunity to foster idea exchanges and teamwork, instead of setting up training quality judgements. Point out that what they will get from any program is what they end up putting into it.

     Speaking of motivation, remember that small frequent rewards (like family entertainment arrangements and lunch invitations) are more meaningful in the overall scheme of things than high-priced permanent rewards (like salary/benefit increases).

     Look at ways to promote your business without having to bite the media advertising bullet that will undoubtedly break a tooth if not your wallet. www.BizBrag.com is a terrific free site to register with and post free news releases and newsy photos — every day if you like!

     People are selling everything under the sun on Twitter these days. Also for free. You need tenacious endurance to make Twitter work for you, but it will if you will. Didn’t tenacious endurance get you to where you are anyway? 

     Are you asking people in your family to help you with certain tasks that will help free up your time so you can be more focused on sales, for example? Maybe retired Uncle Harvey wouldn’t mind at all coming in a few times a week to do some light cleaning (in exchange for some sports tickets or a couple of dinners out) to help offset custodial service fees?

     Cover the tax-deductible cost of some business books for your college student son, daughter, neice, nephew, or cousin in exchange for some office, fieldwork or factory floor interns? Combine expenses with neighboring businesses? Shared transportation and shipping costs, even direct mail postage, advertising, clerical and website maintenance sharing are possible.

     Think it out. Tough it out. But stay focused in the process, and stimulate your OWN budget!    

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      . . . I’m open to your input anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thank you for visiting. Good night and God bless you! halalpiar  # # # 

FREE BLOG SUBSCRIPTION? Click on ”Posts RSS Feed” (Center Column). FEELING CREATIVE? Visit the daily growing 7-Word Story (That’s now 231 days in the making) and add your own 7 words: http://halalpiar.com/?page_id=157

Pain Shots: 1-Free-With-11?

At some point in your career, you’ll know when you’ve seen it all. How about discount coupons for a lawyer? (Or, hey, what about one free last will and testament thrown in with every divorce case?)

Every third chiropractic spinal adjustment (whoops, sorry: “subluxation”) gets a $10 rebate? (Maybe they should be packaged with an oil change and lube job?)

How about a one-free-with-eleven deal on hypodermic needle injections from a pain clinic? (Depending, of course on what kinds of toppings you like…pepperoni, extra cheese…)

     P L E A S E, Dear Doctor, Lawyer, Accountant, Dentist, Chiropractor, Physical Therapist, Nurse Practitioner, Acupuncturist, Psychologist, Psychotherapist, Nutritionist, Occupational and Speech Therapist – PLEASE stick to your professional expertise and find someone with professional marketing expertise to represent you and communicate your messages to the outside world.

     Professional training and hands-on experience certainly make no secret of emphasizing and reinforcing the need for professional practitioners to exude self-confidence. And the temptation is great to think that adding “entrepreneur” to your list of credentials is, as baseball old-timers call it, a can of corn! (Or for the less athletic: a piece of cake!)

     But the truth is that all one needs to do is open any phone book to professional listing sections and check out the ridiculous ads . . . 

• Will you race off to the plastic surgeon because his ads show a sexy centerfold “After” patient?

• Do you really need a specialist at Reiki, EFT, EST, Craniosacral Therapy, and Rolfing in order to quit smoking? 

• Do you get all jittery inside merely thinking about the excitement you know you’ll feel when you call that dentist whose ads proclaim he now has mucosal blade inserts?

• Can you just not wait to handshake and backslap all those thousand dollar suits standing around a five thousand dollar desk in the ornate law office ad photo simply because the headline says “Our Attorneys Work For You And We’re There When You Need Us!” (Right, as long as your wallet’s open!)

• Oh, and surely you can’t wait to get to that doctor who’s a specialist in electrodiagnostics. Don’t we all like to get zapped once in a while? 

• Is an IRS enrolled agent tax law specialist CPA necessary to help you get a bank loan?

     Professional marketers with professional marketing skills will present you and your message in the best. most professional environment and be able to emphasize your strengths in simple, straightforward, layman’s language.

     They will get you better prices for printing, and database lists, and media time/space than you can get on your own. They will know the best ways to reach your target market (and better help you define it) on the best dollar-value basis. They understand and market via the Internet! 

     They will know the best sets of words and highest impact graphics to use (including fonts, spacing, colors, layouts and designs, photos and illustrations, sizes, materials). They will have experiences that you will not have and that you will not want to pursue anymore than you’d want them to perform your professional services on your family!          

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Hal@Businessworks.US or 302.933.0116

 Open minds open doors.

Thanks for visiting. God Bless You.

Make today a GREAT day for someone!