For my latest Examiner.com article I interviewed the ladies of Red Real Estate about their unique approach to helping businesses find office space.
Read the article here.
Visit Red Real Estate here.
Enjoy!
12.10.2009
Marketing lessons from Santa
Christmas is almost here, and while many children across the world are already shaking in anticipation of what the jolly old man will bring them ("Could be that video game you asked for...or it could be a biiiig box o' meat."), others have reached that painful time in a child's life when you realize you only have your parents to blame for never getting that pony. My innocence was shattered the other day when I saw "Santa" sitting in a blow-dryer chair in a rinky-dink hair salon in New Bern, North Carolina. I asked the girl who was cutting my hair if it was indeed Santa. She replied, "Yep, that's him. We have two that come in every year to get their beards and hair whitened and fluffed up." It was just all wrong, and quite devastating.
I'm kidding of course, I stopped believing in Santa Claus years ago (but there really was a "Santa" in that salon). It's interesting though, how the Santa myth persists year after year in our society and around the world. Only a very small portion of the population believes that he's real, but it doesn't matter. And all those heartbroken kids eventually get over it and play along - for younger siblings, their own kids, etc.
Santa as a brand (if I may be so bold as to apply a commercial perspective to Christmas....oh, wait...) has held up well over the years. So what can marketers learn from Old St. Nick?
Just for fun, a few marketing lessons from Santa:
I'm kidding of course, I stopped believing in Santa Claus years ago (but there really was a "Santa" in that salon). It's interesting though, how the Santa myth persists year after year in our society and around the world. Only a very small portion of the population believes that he's real, but it doesn't matter. And all those heartbroken kids eventually get over it and play along - for younger siblings, their own kids, etc.
Santa as a brand (if I may be so bold as to apply a commercial perspective to Christmas....oh, wait...) has held up well over the years. So what can marketers learn from Old St. Nick?
Just for fun, a few marketing lessons from Santa:
- Inspire people to aspire (make them put your product or service on their wish list)
- Listen to your customers (give everyone a chance to sit on your proverbial knee)
- Make people confident that you'll deliver what they want (even when it seems logistically impossible)
- Strive for positive word of mouth (so that even if someone outgrows your services, they will refer you to someone else)
- Spread joy (make people feel good and they'll stick with you year after year)
- Give (be charitable to the community, it feels good and it's great PR)
11.11.2009
Thank you veterans!
Today is Veterans Day and, while I'm thankful and appreciative to all veterans every day, today is a great opportunity to share some fascinating, informative and interesting links with you.
First, check out my latest Examiner.com Entrepreneur Spotlight interview with Rob Levin. Rob is a former Marine, former UConn MBA classmate of mine and founder of WickedShot.com. Read the article here: http://bit.ly/3njSfc.
Next, I have always been amazed by my grandfather Edward Poltrack's stories of being an Army Air Force pilot in the South Pacific in WWII. One of my favorite stories involves a harrowing flight from I think New Guinea to Australia with a critically important objective - beer! Another story, recounted here (http://www.sunsetters38bg.com/index.php/Articles/BLACK-SUNDAY.html) is much more intense, and definitely worth a read.
And finally, I love these photos:
Ed with his crew (center, back); and Ed with plane.
Take some time today to appreciate the the veterans in your life, and give thanks to the sacrifice that all veterans and those currently serving have made on our behalf.
First, check out my latest Examiner.com Entrepreneur Spotlight interview with Rob Levin. Rob is a former Marine, former UConn MBA classmate of mine and founder of WickedShot.com. Read the article here: http://bit.ly/3njSfc.
Next, I have always been amazed by my grandfather Edward Poltrack's stories of being an Army Air Force pilot in the South Pacific in WWII. One of my favorite stories involves a harrowing flight from I think New Guinea to Australia with a critically important objective - beer! Another story, recounted here (http://www.sunsetters38bg.com/index.php/Articles/BLACK-SUNDAY.html) is much more intense, and definitely worth a read.
And finally, I love these photos:
Ed with his crew (center, back); and Ed with plane.
Take some time today to appreciate the the veterans in your life, and give thanks to the sacrifice that all veterans and those currently serving have made on our behalf.
10.30.2009
Happy Halloween!
Can you say "slacker?" It's been two whole weeks since my last post. Yikes! The good news is that I've been busy taking care of my wonderful clients and working on getting a few new ones. All the networking I've been doing has definitely started to pay off. Unfortunately, I missed an NYEBN rooftop event on Monday because I was sick, but I'll be back in the saddle soon enough.
Good news - I have officially completed my service to New York County as a juror. Well, sort of. I spent two days watching other suckers get questioned and selected to sit on a civil trial for a labor law case, which was estimated to last ten days. I and my friends in the back row of the selection room managed to dodge that inconvenient bullet. I actually thought it would be kind of interesting to see what goes on in a courtroom in real life (i.e. not Law and Order), but it would have wreaked serious havoc on my schedule (and my ability to take care of my clients) for the next couple weeks. So, I'll take my $80.00 (is that taxable?) and Juror's Proof of Service Certificate and be on my way, thanks!
Finally, it's been a while since I've been to a dentist. When you don't have dental insurance, it's hard to convince yourself that forking over a few hundred dollars to have someone poke and scrape your mouth is a good idea. Enter Groupon.com. This is a site where businesses offer deals that "tip" (go into effect) when a minimum number of people commit to buy the offer. I've been a Groupon member for a while, but this was my first purchase: A dental exam with x-rays for $59 dollars. I'm going on Monday. Perfect timing, they can clean off all that Halloween sugar!
Have a great Halloween weekend...it's sure to be an interesting one here in the Village!
Good news - I have officially completed my service to New York County as a juror. Well, sort of. I spent two days watching other suckers get questioned and selected to sit on a civil trial for a labor law case, which was estimated to last ten days. I and my friends in the back row of the selection room managed to dodge that inconvenient bullet. I actually thought it would be kind of interesting to see what goes on in a courtroom in real life (i.e. not Law and Order), but it would have wreaked serious havoc on my schedule (and my ability to take care of my clients) for the next couple weeks. So, I'll take my $80.00 (is that taxable?) and Juror's Proof of Service Certificate and be on my way, thanks!
Finally, it's been a while since I've been to a dentist. When you don't have dental insurance, it's hard to convince yourself that forking over a few hundred dollars to have someone poke and scrape your mouth is a good idea. Enter Groupon.com. This is a site where businesses offer deals that "tip" (go into effect) when a minimum number of people commit to buy the offer. I've been a Groupon member for a while, but this was my first purchase: A dental exam with x-rays for $59 dollars. I'm going on Monday. Perfect timing, they can clean off all that Halloween sugar!
Have a great Halloween weekend...it's sure to be an interesting one here in the Village!
10.12.2009
Happy Columbus Day! I know plenty of people have the day off from work today, but if you're an entrepreneur, you are probably working. As a matter of fact, you probably worked yesterday and Saturday as well! I wanted to start off the week by sharing the following:
I work with an amazingly creative photographer named Florence Montmare. I recently wrote about Florence for Examiner.com. Here is the article:
Entrepreneur Spotlight: Floressence Photography
If you need a corporate portrait you should definitely consider Floressence Photography. Stand out from the crowd of boring, blah corporate photos with something uniquely you. Or perhaps you need some really cool photographic art for the walls of your office. Trust me, your employees will be much more inspired by something like this than a one of those "motivational" posters! Visit www.florencemontmare.com to see some of her work.
Enjoy and have a great week!
I work with an amazingly creative photographer named Florence Montmare. I recently wrote about Florence for Examiner.com. Here is the article:
Entrepreneur Spotlight: Floressence Photography
If you need a corporate portrait you should definitely consider Floressence Photography. Stand out from the crowd of boring, blah corporate photos with something uniquely you. Or perhaps you need some really cool photographic art for the walls of your office. Trust me, your employees will be much more inspired by something like this than a one of those "motivational" posters! Visit www.florencemontmare.com to see some of her work.
Enjoy and have a great week!
10.06.2009
Pancakes and Pitches
This morning I attended another great event put on by Andrew Ran Wong, organizer of the fantastic NY Entrepreneurs Business Network (NYEBN). The goal of this morning's event was to have breakfast, do a little networking and learn how to develop your elevator pitch. Samuel Liebowitz (The Conscious Consultant) gave us some tips, listened to our pitches and provided constructive feedback.
The elevator pitch is your answer to the "What do you do?" question. It should last 30-60 seconds and should be concise, clear and powerful. If you live in New York, it's extremely useful to have this pitch nailed down for more than just networking. "What do you do?" is usually the first question that gets asked when people meet for the first time. It's funny, I used to hate that, but now that I have my own business, I welcome any opportunity to tell people what I do. You never know who might be a good connection.
My pitch is getting there. It has changed drastically as I've learned more about myself and what I really want to do with my business. I set out to offer both marketing and operations (i.e. bookkeeping) services to small businesses but found that it was a little tough to explain my services and sounding credible with such a broad offering. Not to mention that, although I CAN do bookkeeping and do it well, it's not exactly how I want to spend my days!
I've discovered that what I really love to do is learn the essence of a business and weave that into all the different ways that a company communicates with clients and prospects -web content, social media, newsletters, emails, etc.
Adjusting my pitch to reflect this focus was easy enough. Now I should probably get started on narrowing down the service offering on my website. In the meantime, if someone contacts me for bookkeeping services, I probably won't turn them down ;-)
***Something to think about: What if the questions was "Who are you?" instead of "What do you do?" What would your elevator pitch be then?***
The elevator pitch is your answer to the "What do you do?" question. It should last 30-60 seconds and should be concise, clear and powerful. If you live in New York, it's extremely useful to have this pitch nailed down for more than just networking. "What do you do?" is usually the first question that gets asked when people meet for the first time. It's funny, I used to hate that, but now that I have my own business, I welcome any opportunity to tell people what I do. You never know who might be a good connection.
My pitch is getting there. It has changed drastically as I've learned more about myself and what I really want to do with my business. I set out to offer both marketing and operations (i.e. bookkeeping) services to small businesses but found that it was a little tough to explain my services and sounding credible with such a broad offering. Not to mention that, although I CAN do bookkeeping and do it well, it's not exactly how I want to spend my days!
I've discovered that what I really love to do is learn the essence of a business and weave that into all the different ways that a company communicates with clients and prospects -web content, social media, newsletters, emails, etc.
Adjusting my pitch to reflect this focus was easy enough. Now I should probably get started on narrowing down the service offering on my website. In the meantime, if someone contacts me for bookkeeping services, I probably won't turn them down ;-)
***Something to think about: What if the questions was "Who are you?" instead of "What do you do?" What would your elevator pitch be then?***
9.29.2009
Free and cheap marketing resources that I like
Whether you're on a budget or just a bit frugal, like me, there are a ton of free and cheap resources out there that can help you grow your business. Here are a few that I like.
1. 99designs: This is an excellent example of crowdsourcing. As the name implies, it is a place to get design work done. You pay a small fee to post your project on the site and, depending on the size of your project, you offer a reward of a couple hundred dollars or so. Then, sit back and wait for the designs to roll in! You have to put in a little work; the better your project description and the more feedback you provide, the more likely you are to get what you want. Pick the winner, award the prize, and the design is yours.
On the flip side of the coin, this is a great place to make some cash and build your portfolio as a freelance designer.
Tip: For logos and images, make sure to get your design in .AI or .EPS format so that you can make adjustments (color, size, etc.) down the road.
2. Freelance Communities: I've tried Elance.com and Guru.com for myself and on behalf of a client, and I like both. People post jobs they need done and freelancers can bid on the projects and make a proposal. Freelancers can set up a profile showing their skills, portfolio, education, etc. and if you are willing to spend a few minutes and/or dollars, you can verify your skills and credentials. The cost for using these sites ranges from free to $15+ depending on how many jobs you want to post or bid on. The best part is that these sites connect people offering services directly to people looking for work. Much better than cold calling!
Tip: Try to find jobs with few to no bids on them and only a little time left on them. This will increase your chances of getting a gig and allow you to start building your reputation as a provider.
3. Networking: I recently joined several networking groups on meetup.com. I've only been to events for one of them, NY Entrepreneurs Business Network, and they have all been excellent (even on a rooftop in last night's torrential downpour). I met some interesting, inspiring people, made connections, and have had some good follow-up activity...all for only the price of drinks and some pain in my feet as a result of standing in heels for a few hours. I highly recommend joining this group. Also, search Meetup for other groups that represent your industry or some niche you're trying to reach.
Tip: People are going to ask what you do (duh) so have your answer prepared beforehand, and refine it to be appropriate for the crowd with whom you're networking. It seems obvious, but if you're like me, you might think you've got it down, only to find yourself struggling to make people really get what you do. Stay with it, because it does get easier. And don't forget to follow up!!!
The bottom line for all of these resources is that you're going to get out what you put in. Even if there's little to no monetary cost associated, you should be prepared to put in a some time and effort in order to reap the best results. Chances are, if you're an entrepreneur, you are probably OK with that - you didn't chose this route because you thought it would be easy, right? ;-)
Update! Someone just reminded me of another service that I've found to be extremely helpful and inexpensive. Check out Gotprint.com for quality business cards, flyers, etc. with great customer service and very reasonable prices.
1. 99designs: This is an excellent example of crowdsourcing. As the name implies, it is a place to get design work done. You pay a small fee to post your project on the site and, depending on the size of your project, you offer a reward of a couple hundred dollars or so. Then, sit back and wait for the designs to roll in! You have to put in a little work; the better your project description and the more feedback you provide, the more likely you are to get what you want. Pick the winner, award the prize, and the design is yours.
On the flip side of the coin, this is a great place to make some cash and build your portfolio as a freelance designer.
Tip: For logos and images, make sure to get your design in .AI or .EPS format so that you can make adjustments (color, size, etc.) down the road.
2. Freelance Communities: I've tried Elance.com and Guru.com for myself and on behalf of a client, and I like both. People post jobs they need done and freelancers can bid on the projects and make a proposal. Freelancers can set up a profile showing their skills, portfolio, education, etc. and if you are willing to spend a few minutes and/or dollars, you can verify your skills and credentials. The cost for using these sites ranges from free to $15+ depending on how many jobs you want to post or bid on. The best part is that these sites connect people offering services directly to people looking for work. Much better than cold calling!
Tip: Try to find jobs with few to no bids on them and only a little time left on them. This will increase your chances of getting a gig and allow you to start building your reputation as a provider.
3. Networking: I recently joined several networking groups on meetup.com. I've only been to events for one of them, NY Entrepreneurs Business Network, and they have all been excellent (even on a rooftop in last night's torrential downpour). I met some interesting, inspiring people, made connections, and have had some good follow-up activity...all for only the price of drinks and some pain in my feet as a result of standing in heels for a few hours. I highly recommend joining this group. Also, search Meetup for other groups that represent your industry or some niche you're trying to reach.
Tip: People are going to ask what you do (duh) so have your answer prepared beforehand, and refine it to be appropriate for the crowd with whom you're networking. It seems obvious, but if you're like me, you might think you've got it down, only to find yourself struggling to make people really get what you do. Stay with it, because it does get easier. And don't forget to follow up!!!
The bottom line for all of these resources is that you're going to get out what you put in. Even if there's little to no monetary cost associated, you should be prepared to put in a some time and effort in order to reap the best results. Chances are, if you're an entrepreneur, you are probably OK with that - you didn't chose this route because you thought it would be easy, right? ;-)
Update! Someone just reminded me of another service that I've found to be extremely helpful and inexpensive. Check out Gotprint.com for quality business cards, flyers, etc. with great customer service and very reasonable prices.
9.27.2009
Reading is a hot topic. Who knew?
I recently wrote an article for Examiner.com on the importance of regular reading to one's ongoing personal and professional growth. Read it here. In order to shamelessly self-promote my article, I posted a discussion question on all of my LinkedIn groups asking what people read to stay informed and be inspired. I honestly didn't expect anyone to respond.
But they did. As it turns out, not only do business professionals like to read, they also like to talk about what they read. This makes me happy. Responses I got were varied and eclectic, including everything from Malcom Gladwell to Dostoevsky. Some follow blogs, some read the Wall Street Journal or the New York times. Some read for inspiration, some read for "consolation." (I hope my fellow group member finds some!) Popular magazine choices are Inc. and Fast Company. I like both of those and Entrepreneur as well.
I have loved to read since I was young. I once failed to get off at the school bus at my stop because I was so engrossed in a book. I just dug up a copy of a book I read in middle school called They Cage the Animals at Night. I read it again in two days and cried, a lot. Now I am reading a book about copywriting by Mark Shaw.
Rainy fall Sundays like this are perfect for reading. Read on, readers, read on!
But they did. As it turns out, not only do business professionals like to read, they also like to talk about what they read. This makes me happy. Responses I got were varied and eclectic, including everything from Malcom Gladwell to Dostoevsky. Some follow blogs, some read the Wall Street Journal or the New York times. Some read for inspiration, some read for "consolation." (I hope my fellow group member finds some!) Popular magazine choices are Inc. and Fast Company. I like both of those and Entrepreneur as well.
I have loved to read since I was young. I once failed to get off at the school bus at my stop because I was so engrossed in a book. I just dug up a copy of a book I read in middle school called They Cage the Animals at Night. I read it again in two days and cried, a lot. Now I am reading a book about copywriting by Mark Shaw.
Rainy fall Sundays like this are perfect for reading. Read on, readers, read on!
9.23.2009
Marketing 2.0 sounds a lot like Marketing 101 to me...
I have an undergrad degree in marketing and an MBA with a marketing focus, so needless to say, I've taken a lot of marketing related classes. One concept that came up without fail in every class was the infamous 4P's. If I hit my head right now and lost every other piece of info in my brain, this would probably still be there.
The traditional 4P's, also known as the Marketing Mix, are Product, Price, Promotion and Place (aka Distribution - but then you'd have to call it the 3P's and a D, and who wants to do that?). The 4P's (I like to think of them as a family) have long been a tried and true part of my marketing toolkit (the very expensive toolkit that I am now paying for in 9 zillion monthly installments of only $250!!) along with its other useful friends like Mr. SWOT and the VP (value proposition).
So imagine my surprise when, while taking a skills test for Elance.com, I was asked about something called SIVA. Well, of course I Googled it - nowhere did it say this test was not open book - and I found out that SIVA is the Marketing 2.0 version the 4P's. At first I was really agitated and anxious. Was everything I learned in school wrong? I want my money back! But wait, maybe everything has changed in the 10 months since I got my MBA. Do I need to go back and do it again!?!
Once I calmed down and actually read about this new-fangled SIVA, I realized it was pretty much the same as the P's, but with different letters:
Product = Solution
Promotion = Information
Price = Value
Place = Access
The idea is that it takes the 4P's, which tends to be more product-focused and puts a customer-focused spin on it. Ok, phew. Focus on the customer. I can handle that.
I mean, really - P's, SIVA - does it really matter what you call it? Listen to your customers, give them what they need, and take good care of them along the way. Sounds like Marketing 101 to me. So go ahead, stick that in your toolbox...and use it often!
The traditional 4P's, also known as the Marketing Mix, are Product, Price, Promotion and Place (aka Distribution - but then you'd have to call it the 3P's and a D, and who wants to do that?). The 4P's (I like to think of them as a family) have long been a tried and true part of my marketing toolkit (the very expensive toolkit that I am now paying for in 9 zillion monthly installments of only $250!!) along with its other useful friends like Mr. SWOT and the VP (value proposition).
So imagine my surprise when, while taking a skills test for Elance.com, I was asked about something called SIVA. Well, of course I Googled it - nowhere did it say this test was not open book - and I found out that SIVA is the Marketing 2.0 version the 4P's. At first I was really agitated and anxious. Was everything I learned in school wrong? I want my money back! But wait, maybe everything has changed in the 10 months since I got my MBA. Do I need to go back and do it again!?!
Once I calmed down and actually read about this new-fangled SIVA, I realized it was pretty much the same as the P's, but with different letters:
Product = Solution
Promotion = Information
Price = Value
Place = Access
The idea is that it takes the 4P's, which tends to be more product-focused and puts a customer-focused spin on it. Ok, phew. Focus on the customer. I can handle that.
I mean, really - P's, SIVA - does it really matter what you call it? Listen to your customers, give them what they need, and take good care of them along the way. Sounds like Marketing 101 to me. So go ahead, stick that in your toolbox...and use it often!
9.16.2009
Welcome!
I have a website for Sassafras Business Services, an Examiner.com page where I write articles about small business in the New York area, and a Facebook Page for my company, but I couldn't help but feel that something was missing. I started this blog to have an open, flexible forum for sharing marketing ideas, offering resources for small business, discussing current news and articles, and much much more!
At Sassafras Business Services I provide small business owners with marketing and operations services designed to help them grow their businesses and shrink their workloads. I have helped business owners with everything from overall marketing strategy to Quickbooks bookkeeping - web content, email campaigns, collateral creation, accounts payable, billing, you name it - all with the aim of making great businesses better!
I look forward to sharing, discussing, learning and growing with you! Stay tuned...
At Sassafras Business Services I provide small business owners with marketing and operations services designed to help them grow their businesses and shrink their workloads. I have helped business owners with everything from overall marketing strategy to Quickbooks bookkeeping - web content, email campaigns, collateral creation, accounts payable, billing, you name it - all with the aim of making great businesses better!
I look forward to sharing, discussing, learning and growing with you! Stay tuned...
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