Power to the Small Business

Topic: The Current and Future State of Business Books

Podcast Episode #83 of the internet show about small business marketing

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In business, you are what you read. But what you read and where you read it is changing. In this episode of Power to the Small Business, business book expert Todd Sattersten will guides us through those change. Sattersten should know, he co-wrote The 100 Best Business Books of All Time, and he coaches business book authors. It’s time to find out what’s going on with business books.

Guest: Todd Sattersten – Biz Book Lab
Host: Jay Ehret – Dean of Marketing Know-How at TheMarketingSpot.com
Length: 27 minutes

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– Todd Sattersten on Business Books  –

I. Business books are generally lagging the (e-book) trend vs. fiction.

“Until the technology (book-marking, highlighting, commenting) catches up, I think you’re still going to see business books bought primarily in the print form.”

II. Business books are getting shorter.

“Business books are getting shorter. They are more about a single idea vs. a plethora of ideas.”

III. The retail store is not dead….for the best sellers.

“It is impossible to be a best-selling author without having that book in the retail environment…. 80% of (the big name best-sellers) sales happen in the retail setting.”

IV. The definition of a book will change.

“When you look at how different we experience books in the electronic space, that we’re almost going to have to find a way to call them something different, because I think we are going to interact with them differently.”

Todd Sattersten on choosing a good business book to read:

1. Ask your friends. These people know who you are and know your preferences.
2. Scan the table of contents of a book. The language they use will tell you if it’s a good book for you.
3. Read the index of a book. Look for terms that match up with the problem you are dealing with.
4. Read the introduction of a book. You will learn what is the promise of the book.

Todd’s top book recommendations for entrepreneurs:

The Partnership Charter by David Gage

The E-Myth Revisited by Michael Gerber

SHOW LINKS

Todd Sattersten’s Company: Biz Book Lab
Todd’s Article: How to Read A Business Book
The Marketing Edge Webinar Series

Topic: Branding

Podcast Episode #73 of the internet show about small business marketing

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The U.S. Marines is 235 years old and older than the country it defends. It’s more than just a brand of the United States Armed Forces, it’s a powerful brand. When you hear the words: The Few. The Proud. You know someone’s talking about the Marines. Thoughts, emotions and opinions begin to flood your mind. What makes the Marines one of America’s best brands?

In this episode of Power to the Small Business podcast, the former Chief Marketing Officer for the Marines joins host Jay Ehret to discuss the principals of branding and how the Marines maintain such a strong brand presence. Learn what went in to building the Marines brand and how they maintained brand relevance in the face of a pronounced demographic shift in their prospective recruits.

Guests:
Andrew Fortunato, Consultant at Executives in Action, Former Chief Marketing Officer at U.S. Marines

Jay Ehret - The Marketing Spot (Podcast Host)

Length: 28 minutes

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SHOW NOTES

Best Branding Practices

• Be laser-focused on your value proposition
• Being true to who you are
• Sell the intangibles
• Use a simple tagline that says a lot in just a few words
• Adapt to demographics shifts, but maintain your value proposition
• Don’t bow down to pop culture.

SELECTED QUOTES FROM ANDREW FORTUNATO

On the strength of the Marines brand:

“What makes the Marines a fabulous brand is that it truly knows what it is and what it represents, and what it’s value proposition is to the American people, to its prospects, and to the nation overall.”

On the fundamentals of branding:

“The key to any brand position is knowing who you are, what you represent, and being true to that all the time. That’s the key to branding for any organization.”

On what makes a true brand:

“A brand has to be absolutely credible. It’s not something that can be contrived. It’s not something that can be made up.”

Show Links

- Andrew Fortunato on LinkedIn
- Premium Webinar: RISE TO THE TOP: Local SEO and Google Analytics
- Free Recorded Branding Webinar: Branding U – Revive, Refresh, Revitalize Your Brand

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Podcast Episode #65: Amazing Customer Experiences with Shep Hyken

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It’s easy to say “I want my customers to be loyal.” It’s tougher to actually achieve that goal. To earn your customers’ loyalty you have to earn their confidence. Without confidence, you cannot have loyalty. Confidence is a product of consistently delivering a better-than-average experience every time you interact with the customer. It’s not about being perfect, perfection is a goal that’s not reality. However, you can realistically amaze your customers by delivering an above-average experience.

In this episode of Power to the Small Business, customer service expert Shep Hyken joins host Jay Ehret to talk customer loyalty and amazement. Hyken believes that customer expectations are so low right now, that it doesn’t take much to exceed them. He believes you can build a cult of customer amazement.

Guest: Shep Hyken – Customer Service Speaker, St. Louis
Length: 28 minutes

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SHOW NOTES

The Five Phases of the Customer

1. The Cult of Uncertainty – The first time a customer does business with you, they’re not 100% sure what they’re going to get.
2. The Cult of Alignment –Customers understand what you promise, what you deliver.
3. The Cult of Experience – Customers experience what you promise.
4. The Cult of Ownership – When it is experienced more than once, it become predictable and owned.
5. The Cult of Amazement – If the predictable, owned experience is better than average.

Moment of misery: That bad moment in the customer’s experience.

Moment of mediocrity: A moment in the customer’s experience that is average.

Moment of magic: That moment in the customer’s experience that is above average. The moment of magic is all about managing customer interactions for a positive experience, an above average experience.

SELECTED QUOTES FROM SHEP HYKEN

“The goal is, ‘what am I doing right now to make sure that customer’s going to want to come back the next time.’ And you focus on that thought, every time.”

“People think amazement has to be: ‘Blow me away. Wow! Fantastic! ’ …But the great companies…really are nothing more than better than average, all of the time.”

“In a small business, what they (the customer) has is access: access to the owner, access to the top employees. …I think access is a pretty cool thing.”

“The customer is not always right, but they are always the customer. You have to figure out a way to let them be wrong with dignity.”

SHOW LINKS

Shep Hyken’s Website: www.Hyken.com
Shep Hyken’s Book: The Cult of the Customer
Book referenced in show: Moments of Truth by Jan Carlzon

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The Internet Show About Small Business Marketing

Podcast Episode #64: Marketers Roundtable

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Hear ye, Hear ye! Interested citizens of The Internet, you are invited to the seventh gathering of the Marketers Roundtable.

Whereas marketers like to congregate and discuss marketing,

Therefore, let them gather at The Marketers RoundTable to discuss hot marketing topics for all to hear on Power to the Small Business .

Guests:
Shashi Bellamkonda – Network Solutions
Scott Ellis – Technology Translated
Erica Campbell – ForRent.com
Jay Ehret - The Marketing Spot (Podcast Host)

Length: 29 minutes

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Selected quotes from the marketers:

ON USING YOUR OFFICE AS A NETWORKING TOOL

SCOTT ELLIS: “One of the biggest mistakes I see people making is pounding away at whatever social media outlets they’re using and not getting out there and making those personal connections.”

JAY EHRET:“Even though I’m constantly talking to other people on social media, I think I’m missing out on that personal face-to-face contact by being trapped in my home office.”

SHASHI BELLAMKONDA: “You can efficiently reach more people using these tools, but you shouldn’t forget the fact that you need to have face-to-face interaction.”

ERICA CAMPBELL: “It just makes for a stronger organization, rather than doing everything just online.“

ON ONLINE CONTENT ORGANIZATION

SHASHI BELLAMKONDA: “When a person comes to your website, they don’t have time to go through what you think is cool. They should be able to conduct their business as quickly and as efficiently as possible.”

SCOTT ELLIS: “It really behooves someone to spend quite a bit of time really thinking through all of the different types of content that are going to be on their site and how those things are going to impact what their goals are.”

ERICA CAMPBELL: “Look at it in five pieces where you’ve got your communication piece, your connect, your collecting, organizing and categorizing of your content, your customization, and your conversation.”

JAY EHRET: “What’s the most important thing I want my website to do? Take that as the starting point and say everything I do with this website should be organized around that one thing that I want people to do when they come to my website.”

ON SOCIAL MEDIA CONTESTS AND CONSUMER LOYALTY

SCOTT ELLIS: “The advantage, and the risk, with video is that the barriers to entry to producing a reasonably good quality video are just a little bit higher than they are for doing something as simple as writing a blog post or publishing a picture.”

ERICA CAMPBELL: “Another issue is coming up with what exactly your contest should be and what the consumer need is, because that will help unfold how successful your contest is.”

SHASHI BELLAMKONDA: “If you’re going to upload a picture on to your website or property. Make sure you can post it on other places also and use it commonly. You increase your audience a lot.”

JAY EHRET: “You still need to have something interesting happening in the contest… You need that engaging content, but at the same time you need people to participate too.”

ON THE COUPON AND DISCOUNT CRAZE

SCOTT ELLIS: “While you want to be reasonably priced for whatever you’re offering, you don’t want that to be your competitive differentiator. That just spells a long, slow death for most businesses.””

ERICA CAMPBELL: “…mobile coupons and location-based advertising coupons that you may find on Foursquare are really exciting.”

JAY EHRET: “I think in the long run…it could be a death spiral.

SHASHI BELLAMKONDA: “There will always be opportunities to keep trying things and see what works. I think people should definitely try it to see does this work for me or not.”

Show Links

Shashi Bellamkonda: GrowSmartBiz Conference – @ShashiB on Twitter
Scott Ellis: VSEllis.com – @vsellis on Twitter
Erica Campbell: ForRent.com – @ericacampbell on Twitter
Jay Ehret: Free Word-of-Mouth Webinar – @TheMarketingGuy on Twitter

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The Internet show about small business marketing.

Podcast Episode #63 – Email Marketing

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If you ask small business owners (and a lot of marketers too) how to do email marketing, you’re likely to get a lot of blank stares. It’s one of those things that’s difficult for entrepreneurs to wrap their minds around. Consequently, the power of email marketing is mostly under-utilized by small business.

In this episode of Power to the Small Business, email marketing expert Christopher S. Penn joins host Jay Ehret to discuss how to get started in email marketing, as well as its strengths, best uses and taboos. After listening, you may find that maybe email marketing is right for your business.

Guest: Christopher S. Penn, Blue Sky Factory, Boston
Length: 25 minutes

Podcast: Play in new window | Download

Email Marketing Notes and Links

Where email fits in the marketing mix: Marketing, Sales, Customer Service

To avoid spam problems, you have an ethical responsibility to send email that is;

1. Relevant
2. Timely
3. Targeted
4. Valuable

Contact your domain registrar and add these no-charge service certifications to your DNS records to help you avoid spam problems: SPF, DK, DKIM

Free email tools:

• Google Groups: “The simplest, easiest way to start a mailing list”
• Postfix: Open source email server for the tech-savvy.

Email Must Do’s:

1. Have something valuable that is worth sending
2. Educate
3. Ask people to subscribe to your newsletter (Most important)

Free ebook: 50 Ways to Build Your Email Marketing List

Selected Quotes from Christopher S. Penn:

“Email marketing is what I like to call a pre-buy…for people who are not ready to make a full commitment to whatever it is that you’ve got… It’s a way to get that minor acknowledgement that eventually leads them into the sales process.”

“Email is a channel. If you have the ability to work in any channel, you can work with email marketing.”

“The one thing that differentiates email from most other forms of online marketing, is it’s one of the few accepted ‘push’ channels.”

Show Links

Christopher Penn’s Company: Blue Sky Factory
Blog: Awaken Your Superhero
Podcast: Marketing Over Coffee

Special Offer: Discount VIP Registration at Optimization Summit

Subscribe to this podcast by email: Power to the Small Business by Email Subscribe in a blog reader: Receive in a Blog Reader

The Internet show about small business marketing.

Podcast Episode #62 – Transformational Branding

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There are two ways to move your business forward. The first way is to make your business better. You look for ways to incrementally improve your business to gain an advantage against your competitors. It’s a crazy tough battle because your competition is likely doing the same thing. That causes you to think about the second way.

The other way is to be different, to turn your business into something that creates it’s own space. True differentiation is powerful because it changes the game. Your business is no longer part of a competitive herd. Sold! “What are we waiting for? Let’s be different.” But here’s where it gets tough.

To be different, you have to change. If you really want to be different, you have to transform your business into something that truly is different. That’s a lot harder than playing the improvement game. But not impossible.

In this episode of Power to the Small Business host Jay Ehret and guest Eric Brown discuss how you can achieve true differentiation with the Keys to Transformational Branding.

Guest: Eric Brown, The Urbane Way, Royal Oak, Michigan
Length: 23 minutes

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Transformational Branding Notes and Links

The Keys to Transformational Branding

1. Reframing your business into something that’s different (second-order change).
2. Analyzing the purpose of the things you do in your business to determine if they align with the results you get from those actions. Eliminate those that don’t.
3. Changing the rules. Getting rid of the old rules and making up some new ones.
4. Overcoming the fear of being something that’s different.

Selected Quotes from the show:

ERIC BROWN: “In lieu of doubling down on our strengths, sometimes we try to work on our weaknesses. Therefore, that brings us to a very safe and level place, but we’ve reduced what we’re different about.”

JAY EHRET: “In order to be different, you have to become something that’s different.”

ERIC BROWN:“The answers were really always right in front of us; by merely looking at, ‘What are we doing in our industry that everyone else is doing, that maybe we shouldn’t do?’ And then the opposite question is, ‘What are we not doing in our industry that maybe we should do?’”

JAY EHRET: “First order change is change that’s not really change. You rearrange the furniture in the house. Second order change is becoming a different class of business; reframing your business into something that’s truly different.”

ERIC BROWN: “When we began to focus on the customer’s experience, as opposed to our rules and regulations, it began to free up a lot of old thinking.”

JAY EHRET: “There are two big determinants (to transformation): Being able to think differently and reframe your business, and then overcoming the fear of changing into something that is different.”

ERIC BROWN: “When you start really transforming your brand, and by that I mean your behavior, and all of your employees’ behavior, your culture begins to shift. Your customer starts to notice that. And there is an expectation then, of what you’re different about.”

JAY EHRET: “One thing you have to decide as an entrepreneur is do you really want to be different, or do you really just want to be a little better at what you do. And If you do just want to be better, then you have to expect that you will be confined within your industry, competing with everyone else.”

Show Links

Eric Brown’s Company: The Urbane Way
Jay Ehret’s Company: The Marketing Spot
Transformational Branding Presentation at: Optimization Summits
Jay’s Presentation at ProductCamp Austin: Selling Your Soul
Recommended Event: ProductCamp Austin

Subscribe to this podcast by email: Power to the Small Business by Email Subscribe in a blog reader: Receive in a Blog Reader

The Internet show about small business marketing.

Podcast Episode #61 – Power to the Small Business

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If you spend enough time on the popular social media sites, you’ll find plenty of advice telling you to use social media marketing to increase business. It’s the specific “how-to” advice that’s lacking. Oh, there’s plenty of advice, but mostly in abstract form, such as “listen,” “engage,” and don’t forget to “share.”  In this episode of Power to the Small Business podcast we’re going to ignore the abstract in favor of concrete, exact advice. You get specific A-B-C steps that you can implement to help drive sales from this social media marketing formula.

Maybe the best thing about the information in this podcast is that it is result of research and real-life application. Stephen Woessner of the University of Wisconsin La Crosse Small Business Development Center, and author of the soon to be released book: Increase Online Sales Through Viral Social Networking, gives us this social media marketing formula based on his research and his first-hand experience selling products on the web using social media. He found that using the tactics he shares in this podcast episode increased sales conversion rate from 2%-4% for normal website traffic to a 22% conversion rate for social media traffic to the website.

Guest: Stephen Woessner, University of Wisconsin La Crosse Small Business Development Center
Length: 24 minutes

Podcast: Play in new window | Download

Social Media Marketing Show Notes and Links

Stephen Woessners’ Social Media Formula

The Steps

1. Open your free accounts on Facebook, Twitter and LinkedIn (If possible, set them up as personal profiles)
2. Start getting engaged with the conversation by sending out status updates. Reply to others and comment on their status updates.
3. After you have built your network, start following the 6:1 recipe. Six life or professional-related posts for every one product or service related post.
4. Start publishing status updates twice per day and do some testing.
5. Every third day post about your product or service and link back to your business website.
6. Use Google analytics to track the data.

Selected Quotes from the show:

“From my experience, I can easily conclude that a small business owner, out of nowhere, can use social networking to build a profile, launch a product, and generate online sales.”

“All these different content pieces are important, wherever they exist, because that’s what gives you things to talk about within your social network.”

“Just like any other promotional tactic, it needs to be nurtured, it needs to grow. Otherwise …you will wear it out just like a direct mail list that you send to 15-20 times without adding new people to it.”

“In my experience, you have to invest in building a community, you have to invest in developing conversation, before you can ever develop commerce.”

Show Links

Stephen Woessner’s Books:
Increase Online Sales Through Viral Social Networking
The Small Business Owner’s Handbook to Search Engine Optimization

Upcoming Events:
ProductCamp Austin
Optimization Summits

Subscribe to this podcast by email: Power to the Small Business by Email
Subscribe in a blog reader: Receive in a Blog Reader

The Internet show about small business marketing.

Podcast Episode #60 – Power to the Small Business

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If you want to grow and learn, the best way to do that is read books. I once heard Brian Tracy say that in five years you will be the same person you are today, except for the books that you read and the people you meet. In this special episode of Power to the Small Business, I present my small business marketing essential reading list, and will features five of the authors of books on that list. But first, let’s reveal the list:

The Essential Small Business Marketing Reading List

The list is organized around The Marketing Circle of Life. It is comprised of books that will give you a foundational understanding of the four essential spots of small business marketing.

Branding Books

Positioning: The Battle for Your Mind by Al Ries and Jack Trout
Microbranding: Build a Powerful Personal Brand and Beat Your Competition by T. Scott Gross

Experience Books

The Experience Economy: Work Is Theater & Every Business a Stage by Joe Pine and Jim Gilmore
Managing the Customer Experience: Turning Customers into Advocates by Shaun Smith and Joe Wheeler
What’s the Secret: To Providing a World-Class Customer Experience by John DiJulius

Conversation Books

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell and Jackie Huba
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff

Promotion Books

Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy by Joe Sugarman
Ogilvy on Advertising by David Ogilvy

The Guests:

Five of the authors listed above will be guest on this podcast…with one exception. Brad Shorr will be discussing Ogilvy on Advertising (David Ogilvy passed away in 1999)

• Jack Trout, Co-author of Positioning – www.TroutAndPartners.com
• T. Scott Gross, Author of Microbranding – www.TScottGross.com
• Jackie Huba, Co-author of Creating Customer Evangelists – www.ChurchOfTheCustomer.com
• Charlene Li, Co-author of Groundswell – www.AltimeterGroup.com/blog
• Joe Sugarman, Author of Advertising Secrets of the Written Word – www.JoeSugarman.com
• Brad Shorr, discussing Ogilvy on Advertising – www.WordSellInc.com

Length: 41 minutes

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Show Notes:

Bonus Authors:
There were no authors from the recommended experience books. However, authors of all three books have previously appeared on Power to the Small Business. Here are the links to those shows:

Instinct and Remarkable Customer Experience Creation with Shaun Smith
What’s the Secret to a World-Class Customer Experience? with John DiJulius
The Experience Economy: 10 Years Later with Joe Pine and Jim Gilmore

SELECTED QUOTES FROM THE AUTHORS

JACK TROUT on Positioning: The Battle for Your Mind
“It was the first book that really introduced psychology and marketing and crossed the two of them, and essentially introduced the mind as the key battleground.”

T. SCOTT GROSS on Microbranding
“The definition of a microbrand is a little brand, that sits on top of a big brand, and is often the more powerful of the two.”

JACKIE HUBA on Creating Customer Evangelists
“These tenets that we looked at among the businesses who have great evangelists, these are evergreen concepts.”

CHARLENE LI on Groundswell
“We designed it to be a book that would have some legs, because it’s not a technology book. It’s a book about how you can accomplish goals by changing the relationships you have with people.”

JOE SUGARMAN on Advertising Secrets of the Written Word
“Knowledge of copywriting is extremely valuable…I’ve had a lot people contact me and tell me that their life changed because they spent time learning how to be a copywriter.”

BRAD SHORR on Ogilvy on Advertising
“David Oglivy was a guy who was way ahead of his time…There’s just so much in here that I think is still of value to any business for writing, for marketing, for advertising.”

The Internet Show About Small Business Marketing

Hear ye, Hear ye! Interested citizens of The Internet, you are invited to the sixth gathering of the Marketers Roundtable.

Whereas marketers like to congregate and discuss marketing,
Therefore, let them gather at The Marketers RoundTable to discuss marketing issues for all to hear on Power to the Small Business.

Guests:
Jay Miletsky – Mango! Creative Juice
Rich Becker – Copywrite, Ink
C.B. Whittemore – Simple Marketing Now
Jay Ehret - The Marketing Spot (Podcast Host)

Length: 34 minutes

Email subscribers and feed readers – If you don’t see the player, click here to listen to Power to the Small Business
You can also download the mp3 file here: Download Power to the Small Business #59 (for personal use only)

Press the play button on the Box player above and get started.

Selected quotes from the show:

ON MARKETERS AND SOCIAL MEDIA REALITY:

C.B. WHITEMORE: “ There are commodity products and then there are products that require greater engagement.“

RICH BECKER: “ We don’t need to connect with everybody and every product and everything.“

JAY EHRET: “ People don’t want to be social with every brand that’s in their cupboard.” “Marketers tend to make things more important than they really are.“

JAY MILETSKY: “ What I think is important is to use social media not necessarily as a conversation piece at all times, but to use it as a listening piece.“

ON MANAGING AND MEASURING THE MARKETING MIX:

JASON MILESTKY: “We’ve gotten so into this culture now of believing in the one-to-one communication, and the conversation with individual consumers, because social media allows it, we forget that scale is still important.”

RICH BECKER: “I think that’s where some of the consumers have had some push-back, is they feel like conversations are sometimes thrust upon them in the wrong venue.”

JAY EHRET: “I don’t think there’s a way that you absolutely control and say 100% of the people who come in contact with this message are perfect targets for this message. We’re not that good in marketing yet.”

CB WHITTEMORE: “Traditional ways of reaching people and building brands should go hand in hand with the newer ways, the more social ways. “

ON BLENDING ONLINE AND OFFLINE MARKETING:

C.B. WHITTEMORE: “Social really offers a gift…in that there’s a renewed focus on people and customers vs. products.”

JAY MILETSKY: “There’s no way you’re going to be able to show an ROI model, so that social media will generate X amount of dollars immediately. What you can show, though, is how it’s going to enhance a traditional campaign and bring down the cost of all your other efforts, including HR, customer service and marketing.”

JAY EHRET: “I’m just not for meeting the needs of the people. Because you can’t discover what the needs of the people are, the people don’t even know what their needs are.”

RICH BECKER: “I think the most successful companies, 100% of the time are able to deliver a product that the customer doesn’t even know exists, or that they have a need for.”

ON BEING DIFFERENT VS. BEING BETTER:

RICH BECKER: “Generally (businesses) want to be better than the other guy. But that’s not necessarily something that’s worth pursuing, because you have to be different.”

C.B. WHITTEMORE: “An easier way to become different is to do it in small steps.”

JAY MILETSKY: “I don’t think it comes down to a matter of different or better, I think it comes down to a matter of successful.”

JAY EHRET: “The more you try to become better at something, the actual ‘less different’ you will really be.”

Show Links:

Jay Miletsky: Mango! Marketing Juice - @JayMIletsky on Twitter
Rich Becker: Copywrite, Ink – @RichBecker on Twitter
C.B. Whittemore: Simple Marketing Now – @CBWhittemore on Twitter
Jay Ehret: The Marketing Spot – @TheMarketingGuy on Twitter

Book Reference: Different: Escaping the Competitive Herd

Event: Transformational Branding at Optimization Summit

Best-selling author and branding expert Marty Neumeier joins host Jay Ehret for Episode #52 of Power to the Small Business.

Click on the play button to listen to the conversation.

Show notes and links available on The Marketing Spot Blog:  Filling in Your Brand Gap