Taking It To The Street…Maybe With Some Wine And Cheese

In a world where virtual is no longer the alternate reality, there is still a lot to be said for direct human contact as a driver of prospects and sales.

Let’s face it, we’re all way too dependent on our mobile devices and completely absorbed in email, texting, Facebook, Twitter, Pinterest, Instagram, YouTube…and on and on. But all the action is online, right??

Ummm, research shows that’s not exactly the case anymore.

Successful selling is rooted in relationships…personal relationships established via in-person meetings and informal, lighthearted conversations. So we need to turn our focus to OFFLINE advertising to differentiate us from the competition. Making yourself accessible to potential customers, giving them a chance to find out who you are and what you’re all about – it goes a very long way and may make them more inclined to patronize your business.

Hitting the pavement may be just the ticket to launch your company to the next level. If you were wandering around a bookstore, wouldn’t you think it was cool to run into an author in your favorite genre hosting a meet and greet? Maybe get a chance to pick their brain about their characters, what drives them to write, where they draw inspiration from? Maybe you might buy one of his/her books because you were just so impressed with their warmth and engaging personality. Maybe you read the book, love it and recommend it to a friend. Maybe that friend is Ellen DeGeneres and the author gets picked up for a segment based on your referral and hits the New York Times bestseller list the next week. Just saying, it could happen. And so the story goes…no pun intended. =)

Don’t discount the importance of face-to-face interaction. A handshake and a smile feel so much better than a private Facebook message, don’t they?? Hosting a cocktail party is a great way to get to know prospective clients!

Red and white wine pouring on wood background

Just make sure you don’t kick back too much.  Remember, you’re working not partying on spring break. =)

Couple having fun in disco night club with body tequila party

Be Loyal To Your Royals

Customer is king…or in my case, queen. =)

But words are cheap. You need to create an experience so a customer truly feels that patronizing your product offering is worth their time and money. You need to make them feel special and valued to inspire loyalty.

I’m going to tell you a little story. A few years ago, I asked Hubby to buy me a wok. As always, he did plenty of research to make sure I had the best and biggest, large enough to stir-fry myself if I so chose. I’m exaggerating a slight bit but my youngest can fit into it comfortably. Yeah, he’s four…and no, I haven’t coated him in soy sauce or anything like that. But it takes up two burners!!!!!


Anyway, I was so excited when my wok finally arrived. But that’s not all. It came with a set of hand-crafted bamboo cooking tools and a cookbook as well. Everything was wrapped nicely and there were printed instructions about how to prepare my wok for the first use. It was a truly PRICELESS experience.


Guess what? The Wok Shop in San Francisco made me a fan for life.

Customer loyalty is critical for success in business. You may be intrigued by my experience with The Wok Shop so maybe you’ll go to their website and check out their products. Perhaps you’ll make a purchase and tell a friend about your positive experience. Word of mouth can have an incredible impact on your sales. Conversely, it can really destroy your business if you don’t place the appropriate amount of focus on your customers. That leads to a lot of angry Tweets and you definitely don’t want those floating around in cyberspace.

Want A Chance To Win A $50 Amazon Gift Card???

Marketing. It’s a word that simultaneously excites me and makes me cringe. Platforms are constantly changing, making it difficult to reach a target market (ahem, Facebook), prospective customers are tuning out more and more because there is a constant glut of information being thrown at them, key performance metrics that trended positive six months ago may not mean much now because marketing channels are flooded with content and becoming largely ineffective.

So the question is…with all these obstacles, how can you make your company stand out against the competition?

Unfortunately, I don’t have an answer. But I can tell you that testing the effectiveness of marketing channels is becoming critically important to companies with small budgets and the best way to test is to first get feedback from your potential customers. Hence, the reason why marketing excites me. Valuable feedback yields potential for new ideas and opportunities for innovation. YAY! Right up my alley. =)

Vector Notebook with drawing charts

This leads me to my latest project. I NEED YOUR FEEDBACK!!!!! Why not give you all a shot to win a cool prize for taking the time to take my super-quick book marketing survey???

ONE random winner will win a $50 Amazon gift card and FIVE random winners will get swag packs! The contest will end on April 1 and I’ll announce winners on my Facebook page on April 2.


The Swifty Entrepreneur

I’m currently obsessed with Taylor Swift’s newest hit, Style. I admit I wasn’t always a fan but over the past months, I’ve changed my tune, no pun intended. Her music is peppy and catchy but what really impresses me is the way she’s been able to transform her brand into a vocal empire.


Courtesy of www.billboard.com


Three specific things come to my entrepreneurial mind.

1. Know Your Customer – When you’re building a product, you need to be in tune (ha! I did it again!) with the needs and desires of your target audience. Taylor’s demographic is primarily female, primarily millennial. She creates music that appeals to their tastes – snappy, bouncy beats tinged with a bit of heartbreak and vulnerability. We’ve all been there and can relate to the trials and tribulations of dating. Her blatant honesty makes her music that much more refreshing and you want to sympathize with her plight because, really, who hasn’t had their heart pummeled at one time or another?? As women, we band together (OMG, I’m totally on a roll here, right??) and support one another in times of need. It’s just our nature. And with her 40 million Twitter followers, she has a pretty captive audience for those tales of woe.

2. Perfect your Product – As entrepreneurs, we work tirelessly to build and deliver quality products. But if we can’t believe in them wholeheartedly, how the heck can we convince the world to embrace them? Sometimes we need to make choices about our market distribution. Setting the right perception up front goes a long way in resonating with your target customers. If they see you offering your product for a lower value than they perceive it is worth, you may lose them. Consider Taylor’s decision to pull her music from Spotify. Why, you may ask? Because she felt distributing her music through streaming services devalued it. She recognized that perception is reality and being true to her hard work meant she needed to be very selective about her distribution channels.

3. Stay True To Your Brand – Taylor is a crossover success story. She tweaked her image but never strayed from her core which is why she’s sitting pretty at the top of the charts. The beats changed but the message always stayed constant and her fan loyalty persists as a result.


Go Big Or Go Home?

Boiling the ocean.

So cliché. We hear those words all the time in corporate America. It basically means you are trying to do way too much within a given endeavor/timeframe. Usually, those projects end up failing because you didn’t focus your efforts on the goal at hand and you let things get way out of control to the detriment of your resources.

But those words also have a lot of relevance for startup entrepreneurs, whose budgets are considerably smaller and time to market may very short. The first step is establishing a reasonable and manageable goal. Building toward that goal requires a well-thought out plan of action, with trackable tasks and milestones. You’re never going to meet your objectives if you’re flying by the seat of your pants. It’s focus that propels you to the finish line.

Courtesy of supplychainsabroad.wordpress.com

Courtesy of supplychainsabroad.wordpress.com

Easier said than done. I know. You’re excited and eager to create something prospective customers will embrace and value. Your passion drives you and ideas flow with no sign of stopping. It’s like you can’t control it…

But you must.

Take a step back. There’s a time and place for everything and even though you’re tempted and desperate to launch something beyond this universe, be thoughtful and careful about your longer term strategy. Start simple and work your way forward. You will have a better chance of meeting success if you keep your initial plans short and your end goals manageable.

This is the time to test. Try something. If it works, great. Incorporate it for the next launch. If it fails, you learned a lesson. Don’t make it a super-costly one.

Go big or go home?

Not always the way.

Go small to start. You have a better shot of winning big.

Courtesy of streetsmartproductmanager.com

Courtesy of streetsmartproductmanager.com


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