“Listen To Your Customers!”

     There is no single-sentence piece of advice,  guideline, or rule of thumb in all of business that’s more important. Your employees may be your greatest asset, but your customers are the reason your business lives, and the reason you get up out of bed and go to work every day.

     You are the boss.  That means — among 37 million other things you need to tend to — that, first and foremost, you must be putting yourself in the right place at the right time every day to be able to LISTEN to (absorb and process, not just hear!) your customers.

     Find out  what your customers REALLY think of your name, logo, themeline, reputation, service, branding, advertising, marketing, community involvement, pricing, packaging, cleanliness, vehicles, experiences with your products / services / employees / website . . . 

     You must ALWAYS  be asking for customer  opinions,  advice,  input,  suggestions, contacts, referrals, resources, networks … and then putting that information to work. Take it with a grain of salt if you like, but don’t blow it off or gloss over it!

I once knew a boss  who did all this listening, who actually hired professional facilitators and researchers to run opinion surveys and focus discussion groups, who gathered whole file cabinets full of customer information, and let it collect dust right up until the day he was forced to close his doors because he never heeded customer advice to upgrade his inventory of services

. . . and he never followed up  on the referrals and contacts his customers provided. It was just easier to do business the old way, using old systems, old inventory, old-thinking employees, and old contacts. It became a business too old for its own good.

     Customer Focus Groups  (targeted discussion sessions moderated by a professional presenter and interviewer) can be the most useful customer opinion and information-gathering tool you can use. Odds are, though, like professional business writing, it’s almost always (like probably 99.9% of the time) best to hire an outside professional to get the job done.

     Why?  One reason is that objectivity is critical to meaningful feedback. Two is that your customers will speak much more freely with an “authorized outsider” than they will with you and/or people in your organization.

     Outside professionals bring fresh perspectives and objectivity both to the table. And these are particularly valuable attributes when it comes time to interpret the findings. They are paid for what they do, Because they are not put on salary, they are really not “beholden” to you beyond the immediate assignment.

     You can usually count on  more honest and direct conclusions and hypotheses.

     Focus group format, facilitation, agenda, and especially the words that are used  can make a huge difference in what you learn… as different as the replies generated by asking someone WHY he or she was late, vs. asking HOW can being late in the future be avoided?

     Bottom Line?  How can you provide customer service or manage customer relations if you don’t know exactly and with certainty what your CUSTOMERS consider to be “service” and “relations”? It could mean something completely different than what you think.

FOCUS GROUP QUESTIONS?

Call or Email: 302.933.0116 or Hal@Businessworks.US  (“FOCUS GROUPS” in the subject line) 

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I, Me, My, We, and Our

Lose To You and Your!

     Unless by some miracle,  you’ve managed to uncover an exception, I believe it’s safe to say that You and Your win 100% of the time!

    So howcum  the vast majority (MUCH more than 50%) of small business advertising and marketing consistently takes the loser position of emphasizing I, Me, My, We, and Our? 

     The answer no doubt  has to do with the fact that entrepreneurs tend to be more self-centered than corporate types, and may lack certain psychological-impact-of-word-usage awarenesses. That tendency is not necessarily a bad thing, it simply is.

     Most entrepreneurs  probably skipped through, over, or around English, creative writing, and psychology coursework in school as they marched to different drummers on paths less traveled to innovate and create and pursue their business ideas. 

     The only problem  with this is that when small businesses beat their chests and tell everyone how great they are and why they’re better than their competition: NOBODY CARES!

     Let’s put the fact that you own  and/or operate or manage a business off to the side burner for a minute, and examine this paradox from your own personal perspective. Surely, YOU purchase products and services for yourself and your family and your business because you believe there are benefits in what you choose for yourself and your family and your business.

     So why would you think  that what you have to sell would be any different? Why would you think that others would spend their money on your products or services for any reason other than that they believe them to offer,have, or promise a benefit to them?

Customers really don’t

                                          

care about how great

                                             

you think you are! 

                                                                                          

     So why does the wording you use  in your brochure, on your website, and in yours ads and commercials emphasize your reputation, your company history, your mission and vision statements? Credibility can be worded to be a benefit instead of a boast. Why does what you say focus on ANYthing besides what the benefits are?

     Cars, parts, appliances, homes, vegetables,  personal and professional services, healthcare, boots, lightbulbs, newspapers, cruise ships, circus acts, roofing and flooring, ice cream, software, fish, septic systems (which may require upgrading if you eat too much ice cream and fish together!)

     Nobody gives a flying frog  about the features of any of these, or any products or services, except tp be able to tick off a bullet list to impress friends, justify expense, or appease parents or bosses. Customers ONLY care about what’s in it for them (to purchase your offerings). What specific benefits will someone gain by buying your product or service?

     This all translates to  removing I, Me, My, We, and Our from your marketing, advertising, sales, PR, and promotional language. Replace them (and the emphasis) with You and Your. Watch your sales rise.

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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!

Analytical

BELONGS TO SCIENCE AND BUSINESS

Kidding

BELONGS TO GOATS

Teasing

BELONGS TO HAIR

Wired

BELONGS TO ELECTRICIANS

Criticism

BELONGS TO THEATREGOERS

Judgements

BELONG TO COURTROOMS

Pushiness

BELONGS TO BULLDOZERS

Lecturing

BELONGS TO CLASSROOMS

Crowding

BELONGS TO SUBWAYS AND SARDINES

Got some thought-provoking additions? Share what you can. They belong to everyone! 

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I was down, but now I’m up,

cause the book is out . . .

and the book came in!

     And it’s even better than I imagined.  I couldn’t be more pleased than to be in the company of such warm-hearted and talented authors as are represented in the new Nightengale Press book THE ART OF GRANDPARENTING.

     It’s a terrific collection  of essays and short stories. Included is an engaging short story I’ve written about a Grandpa’s visit from his Granddaughter. You have  been hearing my horn toots for weeks on end, and the book is now officially born. If you’ve ever even thought about grandparenting, this collection will charm the socks off of you.

     If you are a grandparent,  or have a grandparent, or are about to become a grandparent, or are on the cusp of making someone a grandparent (!), get this book. It is  warm, witty, enlightening, laughable and provocative. It is all about grandparenting in today’s life, about not tsk-tsking kids for text messaging, but knowing what “txtmsging” means (along with LOL and W8 and <3 and ;<).

     It’s about the challenging,  undefined, and ever-changing role of providing value systems, camaraderie, spiritual support, encouragement and challenge without overstepping bounds or compromising parental control, without risking parental jealousy or being an annoyance. It’s about walking a thin line of leadership influence and letting your presence (note, not presents!) do the talking.  

     Am I excited about this? Does a baby need a diaper change? Sunday (9/13) is Grandparent’s Day. There couldn’t be a nicer way to express appreciation or honor a grandparent you know —anytime from Sunday, forward— with a copy of this refreshing new book. [Ordering details below]

     We’ll get back to business as usual  (if there is such a thing) tomorrow. Right now, I’m happily signing the first shipment of forty sold copies, while looking forward to sending one your way soon.

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I am humbled and grateful

for all the congratulatory

calls, comments, and emails!

     Here you are, all you wonderful, caring, thoughtful and supportive friends who have sent along good wishes for my short story contribution (“The Dirt Floor Visit”) to the new Nightengale Press book released in September, 2009, entitled The Art of Grandparenting…

T H A N K    Y O U :

Kathy Alpiar, Rick and Ann Alpiar, Marian Marshall, Tim and Victoria Marshall, Timmy Marshall, Christopher Marshall, Claire Marshall, Laraine Abbey, Peter and Beatrice Leeds, Terry and Margie Thomas, Bo Woods, Jim Oliviero, Rob and McGee Boyd, Helen Kelly Harris and Kim, Lois Anderson, Bonnie and Clyde Austin, David and Gail Hall, Andrew Jackson, Erin Kennedy, Forrest Moyer, Barrie Proctor, Vivien Cord, Kevin Bousquet, Molly Peehler, Patrick Varine, Glenn Rolfe, Tony Emanueli, Ron and Cyndi Freschi, Jim Haines, Bob Wainwright, Bryan Eisenberg, Michael and Naomi Infusino, Dr. Jeffrey Alpern, Melanie Adair, Dr. Ian Fries, Krista Behrend, Walter and Stephanie Bandurski, Robert Luzius, John King, Doyle Slayton, Ken Kraft, Jim Jordan, Rhodie Jorgenson, Paul Harp, Anna Marie Cavarocchi, Carol Kirsimagi, Jim Harris, Dr. Michael Mark, Rhina Guidos, Beth Durham, Valerie Connelly, Susan Smith, Michael Potter, Judy Vorfield, Pat Sherry, Ed Wulkan, Tom Kavanagh, Richard and Karen Townsend, Beverly Marsh, Sky Brady, Jim and Sandy Hall, Jan Battaglino, Danielle Dixon-Moyle, Ernst Dannemann …

 …and others who continue to be added weekly!

YOU ARE ALL THE VERY BEST THERE IS. I TRULY VALUE AND APPRECIATE EACH OF YOU.

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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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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 305-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! [Details via Blogroll link @ right]

Budget-Conscious Boss,

Best Friend, Do Business

in the Foothills

     Another day. Another dollar. And here I sit through yet another meeting.

     Only this meeting is different because it involves a whole different breed of people, and this meeting is taking place outdoors! Actually, all the leaders of my company are here, and we’re next to a big beautiful shimmering lake nestled into the foothills of the Berkshires.

      After listening to a little spiel that one of the HR directors just gave, my boss and I are getting ready to climb into a canoe together. We’ll be with a bunch of other partnered-up bosses and underlings in other canoes. I’m not much good at steering these things so I hope he lets me sit in front. “I can canoe a canoe, canoe canoe a canoe?” kinds of chatter starts flying around.

     As if I’m not unnerved enough, my boss starts in with how the best way to see if a marriage is made to last is to take a canoe trip when you’re newlyweds. General agreement seems to be that if you don’t kill each other while canoeing, you’re destined for a relationship of longevity.

     Anyway, this whole paddle around the lake deal is part of what’s called a Management Training Conference. Just yesterday, on the hillside over in the woods, we went on an Executive Ropes Course. I didn’t even know there was such a thing. In truth, it ended up being lots of fun. My boss and I both made lots of new friends with those we didn’t know before, who came from our other offices.

     Tomorrow, some of us are going to the nearby Lime Rock race-track and race-car driving school to learn about safety, risk-taking and something called mental focus. The mental thing sounds like it might be a bit above me, so I might just pass on that session and go instead to an Executive Golf Class that’s being held over by the other lake. Something about objectives, strategies, and tactics is supposed to be demonstrated by hitting little bumpy white balls into holes with flags.

     As for right now, I need to concentrate on not embarrassing my boss by falling out of the canoe as I tip-toe in from the dock. I mean just imagine how red his face would get if he had to hear “Dog Overboard!”

     Oh, did I mention that I’m a Golden Retriever, and that my boss’s Meeting Planner found this grrrrrreat location for a meeting that allows well-behaved dogs like me to go to the company meeting and participate in everything (well, not the dining room, bar, sauna, or heated swimming pool activities)? We can even hang in the library and game room if we don’t chew books or chase dropped ping-pong or billiard balls around.

     The bottom line is that my boss and I are having a wonderful time and we are learning a lot about ourselves and the others we work with. He says we may even stay through the weekend so we could do some hiking and antique shopping.

     Pssssssst! These guys set the standard for complete meeting packages, and you get more for less than anyplace I could find.

     Their rates include a luxurious world-class room, 24/7 business center and wireless Internet, endless coffee, all indoor and outdoor facilities and meeting rooms — plus all service charges, 3 award-winning restaurant meals for him, and a turn-down biscuit for me at bedtime!

     And they’ve been hosting businesspeople there since 1892!

     If you didn’t know better, I bet you’d think I was the one who’s the boss, huh? Hmmmm. Well, try it: www.InterlakenInn.com  (Oh, and take your dog, will you? It’s just 2 hours from Manhattan, 3 from Boston, 3 from Hartford)  Mention this blog for a special treat!         

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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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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 302-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! 

Obama, Hallmark, Rush,

airlines, surgeons, tourism!

     What do Obama, Hallmark Cards, all of the airlines, Rush Limbaugh, plastic surgeons and tourism councils all have in common? Whoa! Now that’s a question and a half, right? I mean what could such a collection of diverse interests possibly have in common?

     They paint pictures with words and sell them from a stage that’s literally dripping with seduction. And of course there are others. I just picked these because they’re such unlikely bed partners. Okay, here we go. Follow along. Yes, if sales are important to you, there IS a valuable lesson here.

     It’s not too big of a stretch to see how the traditional approach to schmaltz-layering, that Hallmark has so wisely (and effectively) invested of itself over the years, has rung up spectacular success. Here’s a business that makes bigger profits than bagels.

     The company buys up a zillion tons of paper, much of it scrap, folds it into four zillion tons of little envelopes and message cards, prints a few mushy words on the cards and sells the card and envelope for $5 each or thereabouts, times four zillion! 

     What’s the value enhancement? The messages they put in these cards appeal to our psyches. They seduce our egos. What did Obama do to get elected? The same thing. What’s he trying to do now with his go-for-broke healthcare fantasies? The same thing. 

     What do the airlines sell? The seat and space you are actually renting and the transporting expertise to get you where you’re going? Are you kidding? They sell you the destination! They sell you smiling hand-holding couples skipping through the surf, cliff divers in Mexico, pubs in Ireland, koala bears in New Zealand.

     Plastic surgeons selling elective procedures present us with(carefully air-brushed) photos of the killer bathing suit-clad model that we all could no doubt be. We know we could be because the word description with the picture tells us that just a few little nips and tucks here and there can give us the same results. No mention of course of the anesthesia and procedural risks, the recovery sacrifices, the expenses. 

     Rush Limbaugh sells us concepts; he’s a genius at seducing our brain frustration centers by painting verbal pictures of how good it can be if we simply think and act more conservatively, more fiscally responsible and more respectfully of the vigilence that gives us our freedoms and the values that give us our American heritage. (Now THERE’S a unique thought!)

     Island resorts: “Ooooh, let’s get together and feel alright…” Regardless of the location or message, you can be sure they’ll be nothing about the expenses, the lousy transportation, the pricey rooms and meals, the bad water, the pickpockets, the badgering street vendors, or any of the other lovely amenities you only learn about too late or sometime after your psyche has been sold. 

Selling the psyche requires you to paint pictures with words because the right word…is worth a thousand pictures!

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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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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEELING CREATIVE? Add your own 7 words to the 300-day “7-Word Story” (center column). A new Hal Alpiar short story is coming in September in a new book from Nightengale Press: THE ART OF GRANDPARENTING…soon at Barnes & Noble @ $19.95 ($24.95 CAD), OR order special (signed by Hal) pre-publication price @ $18.95 plus $3.50 s&h [$22.45 total check only), payable to: TheWriterWorks.com. LLC. and mail to POBox 1236, Millsboro, DE 19966. Include ship-to (U.S. only) address.  REMEMBER SEPTEMBER 13th IS GRANDPARENT’S DAY! 

The 3% Sales Factor

     Some interesting information came my way from my strategic alliance partner, Andrew Jackson (no relation to the past president, the twenty-dollar bill, the famous Stonewall, or the recently-deceased entertainer). Andrew is the bright young founding CEO of www.ThePoorIrishman.com.

     It seems, he says, that less than 3% of all online businesses actually make money through their websites. That’s a staggering statistic, even if he’s wildly wrong and happened to be missing a zero after the 3, which he’s not. But, you know what? I started thinking about this, and have concluded that once again, Andrew is right!

     And do you know why? Because all the great graphic designs in the world will not sell what a website offers (unless it’s selling great graphic designs!) as effectively as a few choice words of GREAT COPYWRITING.

     On the Internet, a great word is worth a thousand pictures when it comes to sales. Now, don’t be confused with those fabulous emails we’ve all seen filled with spectacular visuals of amazing jugglers and 3-D artists and talented nature photographers. That’s not the same thing.

     I’m talking about online business website sales!

     So, this thought process prompted me to add a new tab on the top right of this page titled “The 3% Sales Factor.” If you’re curious about the subject of increasing Internet sales and what GREAT COPYWRITING is really all about, try it. You’ll like 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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FEELING CREATIVE? Add your own 7 words to the end of the 285 POSTS:  Click under “7-Word Story” (center column)

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  # # # 

FREE BLOG SUBSCRIPTION? Click on ”Posts RSS Feed” (Center Column), or now on your AMAZON Kindle for just $1.99 a month after a free trial.

FEELING CREATIVE? Add your own 7 words to the end of the 283 POSTS:  Click under “7-Word Story” (center column)