Blog, Blog, Blog?

I was born skeptical and have perfected the art of doubt over the years. So I was naturally leery about "blogging" as a marketing tool. At first, I saw a blog as merely a narcissistic, on-line version of a private diary. And why, oh why would the world want to read that?

But I pried my mind open enough to dig deeper into blogging. And discovered that a blog holds great promise as a communications tool. But only if you use it correctly.

First rule: Keep the personal "diary" materials out. If you must share your innermost thoughts with the world, do it in a separate blog. Or self-publish your memoirs.

Second rule: Don't try to sell anything. If you are pushing a product or service, you are advertising, not blogging, and any audience you may attract will quickly disappear.

Big rule: Make sure what you blog about is interesting, helpful, curiosity arousing, insightful and worth reading. Controversial is OK, too. Think about the newspaper columnists you read on a regular basis and try to emulate them. There is almost always something in their regular column that makes you glad you took the time to read it.

Other big rule: Invite response. Feedback on your ideas makes them better. And it shows that somebody, somewhere is reading. The term is "interactivity" and it is the new face of marketing.

Now, go blog.

Points of Contact, Points of Influence

“You never get a second chance to make a good first impression.”

This is especially true when it comes to marketing your business. Making a good impression is the first step in promoting your company to prospects and customers alike. Letters, telephone calls, postcards, newsletters, client meetings, social events, the way your receptionist greets visitors—these and many other occasions are valuable “points of contact.”

These points of contact are also “points of influence.” Each offers an opportunity to affect the perception of your company—either positively or negatively. How your company is represented at each and every one of these points of contact plays a key role in influencing how others think of your business.

Try to make every point of contact a point of positive influence. The first step is to make sure every employee in your company understands that they represent the business at all times. That includes those parts of the day and week when they are “off the clock.” Foolish behavior and loose talk can be just as devastating to your company’s image in a social setting as in a boardroom.

Next, establish standards. A part of every job description should include standards of dress and behavior that are expected. Start with key areas that are part of every business day, such as telephone etiquette, correspondence, fax procedures and customer hospitality. These are areas where “little things” mean a lot.

Standards must also be applied to all printed materials, from business cards and letterhead, to brochures and newsletters. The printed materials that leave your office serve as silent envoys for your company. Make sure they represent you favorably. Don’t settle for “good enough.” Put your best face forward in all of your marketing and business paperwork.

Every day, you and your employees make contact with dozens, hundreds or even thousands of customers and potential customers. Making the right impact every time requires discipline, training and practice at all levels of the company. Make each opportunity count. Turn these points of contact into points of positive influence.

The Recovery Begins Right Here

If you are following the ups and downs of the stock market in order to gauge the condition of the economy, you may be looking in the wrong place. Let me tell you why.

I recently asked a client, "How's business?" "Good," was his tentative reply. But then he amended it to, "surprisingly good." It seems January has been a productive month for his company. And, while he admitted the orders were not flying in like a few years ago, he was pleased with the way things were going. Maybe even a little optimistic.

Thus, the recovery begins. Not on Wall Street, but on Main Street. If you are hoping that the infusion of billions of dollars of our money into the financial system will eventually trickle down to help you out of the doldrums, don't hold your breath. Look where the first $350 billion went - nobody knows. (Although my guess is that most of it is now in private accounts in the Cayman Islands.)

No, the strength of the U.S. economy is not centered in the money shops of New York. It is in the small machine shops, local retail stores, local banks, farms and business offices just down the street from where you are. WE will be the engine that drives the recovery, not the socialization of America.

The client also shared the fact that much of his current business is coming from repeat customers. That is always nice, but never an accident. Such support and loyalty is the result of treating customers fairly and staying in touch with them.

I have always said that the most important marketing you can do is not to prospects, but to existing customers who already know and understand you. But they can easily forget about you unless you make the effort to keep the channels of communication open.

The World Has Not Stopped Turning

So we are in the middle of a recession. (Or perhaps we are at the beginning, or nearing the end. We won't really know until it is long over.) What is clear is that fewer homes are being purchased, fewer automobiles are being sold, fewer appliances are being delivered, fewer dollars are being spent across the board.

Please note one very important word in the preceding paragraph: "fewer."

I did not write that NO houses or cars were being sold, or that NO money was being spent. The economy has certainly slowed, but it has not stopped. Business is still being conducted. But many people are acting as if they must hide in the bomb shelter until the big, bad recession goes away.

That's bull****. It is a weak excuse for not being willing to compete for business. Too many people in business today have grown fat and lazy during the last ten years of prosperity. They think that customers and sales should magically drop into their laps in ever increasing numbers.

New reality, folks. We have returned to a time when you have to earn every dollar you make. When you have to do what it takes to steal market share from your competitors, and to fight for every customer.

Some businesses remain unable or unwilling to go on the offensive. They will fail.

Those that adapt and get aggressive with their marketing and sales efforts will survive, and then REALLY make hay when the economy climbs back up.

"Tightening your belt" has two connotations. You can cinch it up to try to hide your hunger pangs. Or you can gird your loins to do battle.

Which will you choose?