Carolyn Higgins

21 Reasons small businesses fail at marketing

21 Reasons You’ll Fail at Marketing

by Carolyn Higgins on January 24, 2012

I don’t know what it is about Marketing, but everyone on earth seems to think they can do it. And yet I see so many people NOT doing it or wasting thousands of dollars and not getting results. I see business owners try the same things over and over, wasting more money, more time, and more energy. If I had 1/10^th of what business owners waste on stuff that doesn’t work, I’d be the most successful marketing consultant on the planet. And yet, so many business owners would rather go it alone and try and fail and try again and fail again rather than reach out and get professional help. I don’t get it.

I know there are those out there who will always try to do it themselves so, so in the spirit of not getting it, here are the top 21 reasons why most small business owners fail at marketing:

Guessing – Great marketing isn’t an accident. It takes research, educated decisions, testing, tracking and measuring. Guesswork will leave you customer-less and broke.
Doing what everyone else is doing- Every business is different and your marketing mix should be too. Following the crowd isn’t going to help you stand out from the competition!
Listening to sales people Marketing is a long term strategy, not a special advertisement, publication, or website; but every sales rep you come in contact with will try to convince you otherwise. Marketing is a process – a long term strategy, there is no magic pill and don’t let a slick sales person try to tell you otherwise.
Not asking questions –Question EVERYTHING about your business and ask everyone you come into contact with as many questions as possible to learn, grow, and constantly improve.
Doing nothing – It’s simple, if you don’t Market your business, you will fail.
Putting all your eggs in one basket – Marketing is like investing, the more diversified your strategy, the better off you will be. Don’t invest all your time and resources in one medium or on one marketing tool – mix it up.
Not tracking results – How the heck are you going to know what works and what doesn’t if you don’t track the results? If you’re not tracking you’re guessing, and we covered that in #1!
Assuming you have all the answers – Yes, I know: you know your business better than anyone. But do you know marketing? I mean do you REALLY know how and where to reach potential customers and convince them to buy from you?
Not talking to your customers – No one knows your value – or faults – better than the people who actually buy from you. Talk to your customers – often. It’ll provide valuable insight and ideas.
Ignoring your competition- If you don’t know how you’re different from your competition how are potential customers supposed to? Knowing your competition’s strengths and weaknesses will help you differentiate.
Not setting goals –Goals keep us on track; they give us direction. Without them you’re wandering aimlessly and most likely wasting a lot of time and money.
Not building an email list – I don’t understand how anyone can market a business in today’s world without an email list! Email is the easiest and most inexpensive way to stay in touch with customers and prospects. If you aren’t building a list you’re missing out on huge opportunities.
Not having an opt in form – Emailing current and past customers is a great start, but what about the people who visit your website, Facebook, Twitter, or LinkedIn pages and then go away never to be heard from again? Wouldn’t’ it be nice to engage the serious window shoppers in some way? An opt-in form is the way to do it!
Selling all the time. We’ve all met the slick schmoozy salesy types, right? And how long does it take you to high-tail it in the opposite direction? Don’t be one of those. An effective marketing strategy eliminates the need to sell all the time… really!
Assuming because you have a great product or service you don’t need a marketing strategy – Sure, some products and services might market themselves, but that’s rare. Real marketing success takes strategy, planning, and work.
Assuming that just because you have a good product or service you don’t need a referral system- Again, there are some products and services that people just love to talk about, but building a successful business solely on organic referrals and “buzz” is rare. Getting solid referrals, consistently takes planning and solid execution. .
Assuming anyone with a pulse is your client- Repeat after me: “NOT everyone is a potential client for me”. Now look in the mirror and repeat that every day! Find your niche – that segment of the population you are born to serve and you will uncover a gold mine!
Not building relationships – I can’t stress enough how important this is. Hiding behind your computer screen, desk, or counter isn’t going to get you the level of success you want. You have to get out there – mingle, be helpful, connect people, and build relationships with the right people!
Spending all your time networking in the wrong places –Not every networking group is right for you. Find the ones that will help you get where you want to go and avoid the ones that won’t.
Ignoring the internet – Facebook and Twitter may not be right for your business, but chances are your target market is going somewhere on line for information about your product or service. Your job is to find out where they’re going and be there!
Not hiring a professional- If you want to build an addition onto your home would you do it yourself or hire a professional? I mean, you know your home better than anyone, right? So why not do it yourself? Ridiculous, right? So then why would you try to “add on” – or grow – your business yourself? Hire a professional who has the right tools and knows the ins and outs of growing a business.

So what do you think? I’d love to hear your thoughts!
Want to share?? Please do! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Forget Resolutions: 7 Business Things You DON’T Have to Do in 2012

by Carolyn Higgins on January 3, 2012

Call me a rebel… or a Scrooge… or a Grinch if you must, but I am so happy all this holiday nonsense is finally over. And as I sit here trying to come up with a blog for the new year, the word “resolution” keeps popping into my head and I absolutely REFUSE to give you marketing or business resolutions for the new year. You’re under enough pressure, I’m not going to give you a long list of more things you already know you should do.

So… no resolution talk here, I promise. Instead, for the new year, let’s vow to not make a single resolution; no diets, exercise programs (ok, I’ll admit this one is self-serving – hoping to ward off the “New Year Resolutioners” who invade my gym for a few weeks this time every year), no vows to spend more time with the kids, or call our mother more often, no promising to read, write, or volunteer more or spend less… Forget all that!

Resolutions are all about telling ourselves we need to do things we didn’t do last year to better ourselves and then we end up feeling like losers once again when we don’t keep them. I say “No more pressure, we have enough!” So instead of giving you a bunch of Marketing Resolutions and telling you what you should do, I’m going give you a list of things you don’t have to do! There! How’s that for rebellion? Bet you’re thinking I’m not such a Scrooge after all are you?

So here is my list of 7 things you don’t have to do in 2012

You don’t have to do everything yourself anymore. That’s right. 2012 is the year you bite the bullet and hire help. Hire an accountant, a bookkeeper, a salesperson, an assistant, or whatever it is you need that will allow you more time to focus on the things you really want to focus on!
You don’t have to work with anybody and everybody with a checkbook. You have a successful business; you’ve made it this far because you provide a valuable product or service. You are too good to work with people who don’t value you and who try to nickel and dime you at every turn. So the next time you are tempted by someone you know is going to be a big ole pain in the butt, politely refer them to your competition, explaining that you feel they’d be a better fit.
You don’t have to be everything to everybody. Your business is special. You provide something unique to a select group of people that no one else can deliver in quite the same way. Your job is to find that niche. And when you find it you will become confident enough to say “no” when asked to do something outside of your scope, capabilities or comfort zone. You do what you do better than anyone else and you don’t need to pretend to be more than what you are. Stay true to your mission.
You don’t have to work every single night and weekend. I realized this sometime in the past couple of months, taking time off is key to my mental well being and sanity – and it makes me more productive. Really, you don’t have to work so many hours. All the work will get done (see #1 again), I promise!
You don’t have to follow the crowd. Just because all your friends are on Facebook, doesn’t mean it’s right for your business. Just because your competitors do things a certain way, doesn’t mean you have to. It’s your business – your baby, your dream. Do it however the hell you want! Dare to be bold. Dare to stand out. Dare to be unique!
You don’t have to make excuses for where you are in your life or your business. As human beings we all grew at different rates, the same is true of your business. Don’t compare yourself to others. If you know you are doing everything in your power and using every tool and resource available to you, there is no need to feel bad about where you are. We grow at different rates and as long as you are on track toward achieving your goals you are just fine.
You don’t have to take advice from anyone you don’t want to! Everybody has advice, have you noticed that? I was in the gym recently and a guy who I’ve never seen lift a single weight was telling me how I should be lifting weights. When advice is given consider the source: is it someone you respect? Is their business the type of business you’d like to emulate? If not, ignore them!

So, how does that feel? A whole list of things you DON’T have to do in 2012! What a relief, right? Running a business is hard work, don’t be too hard on yourself, have fun with it and have the best year ever!!!
Have something to add? I’d love to hear from you! Please click here to leave your comments.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Is Your Small Business Competing With SPAM?

by Carolyn Higgins on December 20, 2011

We’re all familiar with the “who-actually-falls-for-this-stuff” SPAM and we all know its complete bogus.

For example:

RE: I await to hear from you urgently

Please I am seeking for your help (sic)

From Google: Google winning notification

Or the ones that actually warn you they’re SPAM in the subject line, what is up with that? Is their honesty and up-frontedness supposed to catch me off guard and make me want to open it?

I think you get the point. Hilarious, right?!?

But what about the SPAM that isn’t so obvious? The emails from people we handed a business card to at a Chamber mixer (and did not give permission to be added to their list) or who friended us on Facebook or emailed us through the Contact page on our website? What about those SPAMMERS? They’re a little more insidious – but are you competing with them? I would hope not.

Here’s the thing. I get hundreds of SPAM emails a week some are of the hilarious type and some are from people who actually want my business and think that SPAMMING me is the way to get it. And what strikes me hilarious is that for each SPAM email I get, I probably know at least 5 businesses personally – or even virtually for that matter, that I would turn to if I were looking to hire that particular product or service. Why would I hire a complete stranger – and a SPAMMER at that?

So here’s my point: When I am working with small business owners to develop marketing systems for their businesses one of the key elements of that process is figuring how they are different so they can stand out in a crowd. One way you can be different is to NOT spam, another is to actually get out there – either off- or on- line and meet people. The more people who know you, the better your chances of being thought of when they are ready to buy what you have to offer. The whole goal here is to you’re your business known in your niche so that your target market never has to turn to a stranger!

Here are 4 things you can do so you don’t have to compete with SPAMMERS (or anyone else!):

Network – This is a great way to meet potential clients and expand our sphere of influence. Join a networking group or two – and whatever you do, make sure the networking group, association or organization is full of people who fit your target market profile – or at least can introduce you to them. If your target market is women between the ages of 25 and 35, Rotary is probably not the best networking group for you.
Engage in Social Media – I know thousands of people online. Some I’ve met face-to-face, some I haven’t yet, some I probably never will. But in today’s world, none of that matters. I have formed real professional relationships with people I may never meet face to face – and I’ve received and referred business to them! Social media is not about merely blasting ‘salesy’ stuff; it’s about educating, informing, and engaging an audience. This is a great way to stand out from the crowd and build some top of mind awareness for your brand.
Blog– Blogging is a great way to promote your brand and build a reputation and credibility. Writing relevant, informative posts/articles will help you stand out from your competition (and certainly SPAMMERS). And blogging isn’t just about writing a few words and posting it to your blog site; you must become diligent about repurposing your blog posts and submitting them to sites that our target market reads to expand your reach.
Be a giver - I was in sales and marketing for 17 years when I worked for other people and it wasn’t until I became a business owner that I realized the power of being a giver. I had always approached networking and relationship building with a “what’s in it for me” attitude. I now approach it with a “how can I help you attitude”. And the more people I meet the more I am able to refer and make introductions that can help other people. I enjoy this aspect of it much better than the old way! Being a giver instead of a taker, makes it that much more fun! When is the last time a SPAMMER gave you anything?

It boils down to this: our goal as business owners is to help our target market Know, Like, and Trust us so that when they are ready to buy, they buy from us (a John Jantsch, founder of Duct Tape Marketing saying). What are you doing each and every day to work toward that goal? If you don’t have an answer, your target market could be encouraging those SPAMMERS!

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Does Your Website Suck?

by Carolyn Higgins on December 19, 2011

Finally, small business owners everywhere realize they need an online presence if they are going to compete in today’s world. Small business owners who just a year ago adamantly argued that their customers aren’t using the web are now jumping on board and admitting – yes, indeed they are.

But slapping up a website just for the sake of having a website can defeat the purpose – and can even harm your image if it isn’t done right.

If you’re thinking about creating a website – or even if you already have one – follow these 6 rules to make it the effective and powerful marketing tool it should be:

The website is not about you. A prospect is not looking for information about you; they are searching for a solution to their unique problem or need. THAT should be the focus of your home page. Use words and phrases they would use to describe their pain and then outline the solution you have to solve it.
Have an offer. Get the most out of your website by using it as a lead generation tool. If someone spends time on your site, don’t just let them click away without engaging them further. Offer a newsletter, a free report, or even a free consultation. Do something to get them to act so you can find out who they are and market to them further.
Be unique. Beware of canned website services; you know - the ones that offer websites for CPAs or Chiropractors or Attorneys. They all the look the same, they all have the same content, and they make it really hard to differentiate you from your competition. Invest a little bit more in a site that allows you to stand apart from the crowd.
Your website is your online storefront. Your website is very often going to be the first impression people get of your small business. Make it visually appealing. Make it interesting, informative and engaging. Make it different – add some fun elements, or news stories or free tips that your target market would be interested in. Make sure it’s professional- and PLEASE check your grammar and spelling!
Use testimonials and case studies. Yes, your home page should be about the prospect and their problem – but once you’ve engaged them and gotten their attention, they will want proof that you can deliver as promised. Having a page of testimonials and case studies is a great way to demonstrate that you can deliver as promised.
Make it easy for a prospect to contact you. Have a contact page that is easy to find, with your email address, and/or phone number. Put your phone number on the home page (some experts recommend having it on every page of your website). Finding a way to contact you should not be a game of “Where’s Elmo?” If it takes more than a second or two – you risk losing them – and they could mean a lost sale.

So, that’s it, follow these 6 simple rules for building a small business website and you’ll never have to worry that your website sucks!

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6 Marketing Secrets from Santa Claus

by Carolyn Higgins on December 12, 2011

Whether he meant to or not jolly old St. Nick created one of the most recognizable and beloved brands in the western world; one that children have adored and parents embraced for centuries. Santa Claus has endured wars, depressions, scrutiny (is he real or not??), imposters who tried to tarnish his image (ala The Grinch), and even opposition from certain religious groups.

So how the heck did he do it? How did Santa Claus build such a phenomenon, despite the obstacles and challenges the world threw at him? And what lessons can businesses owners learn from him for building our own brands?

I’ve identified some key things that Santa does to solidify his brand, create raving fans, build trust and grow his Christmas Empire! Here they are, along with the lessons we can learn from his success:

Marketing Lessons from Santa

1. Santa is painstakingly reliable. Most of us awoke every Christmas morning, year after year, to find a plate sprinkled with cookie crumbs, an empty milk glass, and a bounty of presents; all bearing witness to Santa’s late night visit. Despite snow storms and freezing temperatures, or dad losing his job, moving to a new house, or fighting with our brothers too much, Santa never let us down. Santa is the epitome of reliability.

Business Lesson: How reliable is your business? Are you letting customers down? Like expectant children on Christmas mornings, our customers have high expectations and it’s our job to deliver – or risk losing them. Make it a habit to ask customers if they’ve ever felt let down by your company, what areas you can improve upon, and what products or services they’d like you to offer. Being painstakingly reliable builds trust and people buy from companies they trust!

2. Santa surprises and delights us! Who doesn’t think of Santa and smile? Why is that? It’s because he always surprises and delights us! Whether it’s flashing a jovial smile and belting out a jolly “Ho Ho Ho”, delivering that Barbie doll we’d been obsessing over for months, or making a surprise appearance with a bag full of goodies at a holiday party, happiness and smiles follow Santa wherever he goes.

Business Lesson: Can you say the same about your brand? Does your business leave a lasting smile and happy thoughts? Do you surprise and delight? If not, study your competition and your industry, talk to people, and find out where others let customers down. Then do something that no one else in your industry does. Find that “something extra” to add to your product or service mix. Customers love the unexpected, so what can you do to leave a lasting impression?

3. Santa encourages us to write. Everyone knows Santa loves getting our letters – and even reads every single one of them! And what does he ask of us? Nothing but a list all the presents we want him to deliver on Christmas morning!

Business Lesson: Imagine if our customers felt comfortable enough to send us a list of their wants, needs, and desires. Don’t you think that would help us understand and serve them better? What can you do to encourage your customers to stay in touch with you? Since we don’t have our own North Pole address, I’d recommend things like suggestion boxes (on, or offline!), surveys, and, service follow up calls.

4. Santa rewards good behavior. ”Have you been naughty or nice?” Your answer could mean the difference between that diamond necklace you’ve been eyeing or a big ole lump of coal!

Business Lesson: Businesses can build their brands by rewarding “good” behavior too! Did a customer buy more than usual? Reward them with a discount or an extra freebie. Did a customer refer you or leave a raving Yelp review? Send a special present or gift certificate to say “thank you.” Rewarding good behavior not only shows the customer your appreciation, it encourages them to do it again!

5. Santa has elves and 8 reindeer- Santa wouldn’t be Santa without his team. Do you think he’d be able to read all of our letters, be painstakingly reliable, or jolly and delightful if he didn’t have a team to help him with all his Christmas responsibilities? Of course not, so then why do you expect to be able to take care of all of your business responsibilities by yourself?

Business Lesson: If you don’t have the time to provide the level of service you want, surprise and delight customers – or market and build your business then it’s time to get your own team of elves and reindeer! No one ever built an empire alone…not even Santa. Want to be insanely popular like Santa? Then it may be time to hire some help!

6. Santa is one-of-a-kind! Santa has an image like no one else: long gray beard, velvety red suit, and shiny black boots. Santa has a catch phrase, “Ho, Ho, Ho”. Santa knows his target market are children. Santa also knows these three things set him apart from the Easter Bunny, the Tooth Fairy, and moms and dad - and he used that to build the Santa brand to be the unmistakable symbol it is today!

Business Lesson: Take a look at your business, what can you do to make your business stand out from the crowd? Do you have a unique image? A symbolic uniform? A bright red sleigh pulled by 8 tiny reindeer (Ok, a fleet of bright red trucks will do!)? A quirky catch phrase? Find your uniqueness and do something big to stand apart from the competition!

Summary:

The bottom line is this: Santa “gets” marketing – he built one of the most recognizable brands that ever existed by doing these 6 things. Sure, we may never be as popular as Santa but by following his example, we can certainly create our own little world of magic! Happy holidays! Ho, Ho, Ho!!!

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Are You Networking Wrong?

by Carolyn Higgins on December 1, 2011

We all know that word of mouth is the best marketing tool there is. Why? Because when someone tells a friend, family member, neighbor, or colleague how good you are, you’ve already overcome the biggest hurdle to making a sale – trust.

Networking is a great tool for building a referral network and increasing word of mouth business because it allows people to see you, hear you and watch you over time and that builds trust.

There are a ton of networking opportunities out there for business owners. Including Chamber of Commerce events, Business Networking International (BNI), LeTip, Successful Thinkers, and dozens of others. Then there are the professional and social groups and associations, Rotary, Kiwanis, Soroptomist, etc. If your goal is to meet people who will help your business grow, then not all groups are created equal and like any marketing tool, it is important to have a strategy and to choose wisely.

Here are 4 things to consider before joining any networking group or association:

What is your goal – As a business owner I’ll admit my #1 goal is to meet people who can help me make my business a success. Whether they are are potential clients, people who have access to and can introduce me to potential clients, or successful business owners I can learn from. Every group I’m involved in – whether it’s networking, charity, Chambers, or a committee, I join with that goal in mind. Some of you might think this sounds selfish and self serving, but it isn’t. I was doing volunteer and charity work long before I became a business owner. The only difference is now instead of stuffing envelopes or volunteering at bake sales I’m on committees and boards of directors – places where I can meet the people who can help my business while I’m giving back to the community. All I’m saying is that as business owners we need to be mindful of where we invest our time.
Who attends the group – This is huge. I am asked to attend networking events all the time, but my target market are 7 figure businesses – and if a networking groups consists mostly of start-ups and home based businesses, that isn’t’ the best use of my time and resources. Who is your target market? When considering a group or event ask yourself, is it going to help you get exposure to that target market? If not, you should probably pass.
What is the cost of membership – I want to wipe out a common misconception and make one thing very clear here: NO NETWORKING GROUP IS FREE. Sure, maybe there are no membership dues but time is money and for most of us, our most precious commodity. So when considering the cost of membership I want you do this exercise:

a). Multiply your hourly rate or wage x (the number of hours at the meeting + the number of hours spent on follow up coffees, lunches, phone calls + travel time)

b). Add the cost of coffee, lunches, dinners, drinks, mileage, bridge tolls,

c). Add up any dues or fees paid

d). Now add the totals of a, b and c together – this is the total cost of membership.

e). Now I want you to divide the total cost of membership by your average sale amount to figure out how many clients you’d need to make this investment worthwhile. Think about the networking you’ve been doing, is it paying off? I bet you’re going to be surprised

4. Analyze the clients you’re getting: Ok, so speaking of your average sale amount – take a look at the clients you are getting from networking; calculate the average sale amount AND the profit margins, do they match up to average? Technically, both numbers should be higher than average if you’re networking in the right places, because they come to you pre-qualified and ready to buy because that trust hurdle has been overcome. If they aren’t you may be networking in the wrong places.

Remember no marketing tactic is going to give you the results you need if you don’t put some strategy behind it. Plan. Analyze. Think. Take a look at these 4 tips the next time you are thinking about going to another networking event or volunteering for another committee! Remember, time is money!

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6 Things Small Businesses Can Learn from Lady Gaga

by Carolyn Higgins on March 1, 2011

I was never a fan of Lady Gaga. I grew up in the age of Madonna rolling and gyrating all over the stage in her fetish-style costumes and Ozzy Osbourne biting the heads off bats. Lady Gaga and her outrageous outfits and risqué lyrics didn’t faze me. She was just another wannabe exorbitant artist that the general public was eating up and I didn’t pay much attention. That is until I saw her on 60 Minutes last night; then I realized what a marketing genius she is and gained a new respect.

She built a brand (Lady Gaga) from scratch and is now, according to Anderson Cooper, “the most talked about entertainer in the world”. Lady Gaga didn’t get famous by accident. No, she diligently studied “the art of being famous”. This is a woman on a mission – a woman with passion and drive and I gained a whole new respect, if not for the music, but for the business woman and brilliant marketer she is.

Here are 6 things all small business owners can learn from Lady Gaga:

Master the “Art of Fame” - Lady Gaga didn’t become famous by accident. She knows what it takes to be famous because she invested the time and energy; she studied it. Nothing she does is by accident. She plans every outfit, every song, every interview, every moment of her life. Are you a master of what it takes to become famous in your industry? Do you understand what others in your industry have done to make it big? Can you honestly say you KNOW what it takes to make your business as successful as you want it to be and that you plan each and every action with achievement of that goal in mind?
Know your audience and connect– Lady Gaga knows her audience, she has a huge fan base of young and old who feel disconnected and disenfranchised in the world and she speaks to and connects with them in her music, her image and her interviews. She moves them because she understands them so well. Who are your “fans”/customers? What moves them and what do you do to move them? What do you do on every level to connect with them?
Be inspirational – People are drawn to positive people, businesses, and outcomes. If you aren’t excited about your business, no one will be. Lady Gaga embraces and uplifts the insecure, outcast, “freak” in us all. Hers is a message of self empowerment and self acceptance- and that has helped her succeed. What is your message to the world?
Make it personal – Lady Gaga uses her own experience to connect. She grew up feeling like an outcast; she was different. But instead of using it to isolate herself she turned it into a way to connect to others. How can you tell your story to connect with your customers and prospects? What need, problem, or niche do you fill that is lacking in peoples’ lives? People connect with people – make it personal!
Be outrageous – No one ever got famous or popular by being timid. Lady Gaga made a truckload of money and became a worldwide phenomenon by taking risks and by standing out from the crowd – by being outrageous. What can you do in your own industry to stand out and be outrageous? Don’t be afraid to take risks- don’t follow the crowd.
Change it up sometimes – Never be boring! Every time you see Lady Gaga she’s sporting a different look. She’s always outrageous, always edgy and always true to her brand – but she’s always fresh and new and exciting! How can your company and brand keep it fresh and new and exciting so that every time a customer or potential customer comes into contact with you they get a new/fresh look or perspective? Maybe it’s a new product or service offering. Maybe it’s a new process… find a way to keep it interesting and keep your customers engaged!

For more information about Carolyn Higgins and Fortune Marketing Company please visit http://www.FortuneMarketingCompany.com. Email chiggins@fortunemarketingcompany.com or call us at 707.631.6340.

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Is Your Small Business Annoying Your Customers?

by Carolyn Higgins on February 1, 2011

Article by Carolyn Higgins
When I’m giving speeches to groups of small business owners or working with them to build their own marketing systems, I tell them everything we do in business is marketing; from how we answer our phones, to our billing, to how we treat future and existing customers. Marketing is about more than attracting new customers to do business with us – it s about keeping, nurturing, and “wowing” the ones we have so they buy from us again and again and rant and rave about our company to everyone they know.

I had some customer experiences lately that I thought I’d share and see what you all think….

I recently moved into a new apartment. It’s one of those large apartment communities with an onsite office and a team of people to assist tenants and run the property. Here’s what my experience has been like in my short stay here so far:

I just want clean jeans!

We have onsite laundry facilities, which is nice. Before I moved in they told me the machines take cards which you can pre-load with cash to save you the trouble of having to scrape and buy quarters! “This is convenient”, I thought.

Well what they didn’t tell me is that you have to actually purchase the card for $5 and you can’t just go to the laundry room and use your ATM card to load this laundry card, no, you can only load it at the office during office hours and you can only use fives or twenties; no ones, no tens, no change. – Oh and the office does not provide change – I walked in with a ten dollar bill my first time and was told I’d have to walk a block to 7-11 (and buy something) to get change.

Frustrated, I thought “the heck with it, I have enough quarters lying around, I’ll just use my quarters to do my laundry today”. So I go back to my apartment, gather up my laundry and a handful of quarters and head to my new laundry room for the first time. Well didn’t I feel like quite the fool, the coin operated machines DON’T TAKE COINS! So they got me – I HAVE to purchase their little card and I HAVE to play by their rules if I want clean clothes. So this is how it’s going to be, huh?

So this “convenience” turned out to be an inconvenient money-making opportunity for the management company… not a great start.

Rip me off – please!

Next, I left my keys in the lock of the front door after walking my dog Capone one day and they were stolen right out of out of the door…( I heard the “perp” take them…ok, too many detective shows! ) In a panic I called the office, which is about 100 yards away from my front door. I told them the story and asked if they could change my locks right away. “Sure”, they said, “just come to the office and give us a check for $95- you have to pay up front.”

Me: “Umm, but someone has the key to my apartment, I don’t want to leave…”

Them: “Well, we can’t change your locks until we have a check – and it has to be a check from the bank account on file; no cash, no money orders and no cashier’s check.”

Me: “Umm… but someone has the key to my apartment…”

Them: “Well you have to pay up front or we can’t change your locks”

So this is what I heard: “Our $95 is more important than your safety and this is your problem, figure it out”.

They wouldn’t change the locks first – or offer to come and get the check, or even have the maintenance guy get the check from me before he did the work. NO, they insisted I leave my apartment, to which a stranger had a key and hand deliver them payment… I’m not sure which part of “a stranger has a key to my apartment” they didn’t understand.

Alternate scenarios

I’m not writing this to complain or vent about less-than-great customer service (OK, maybe I am a little), I’m writing this because these are perfect examples of the little things businesses do – or don’t do – that influence customer experience. These are 2 great examples of where a company could have “wowed” me but instead made me feel like a mere cog in their gigantic cash-wheel.

Imagine how delighted I’d have been if upon move-in they handed me a laundry card loaded with $10 and said, “Here is your free laundry card to get you started” (you could even bury the cost in the security deposit, if you must!). Instead of feeling nickel and dimed, inconvenienced, and sorry that I’m living in a place run by a huge faceless, uncaring, inhuman corporation that only cares about the bottom line, I’d have been happy and thankful.

Or what if one of the three women who work in the office had offered to walk the 100 yards to my apartment to pick up my check for the lock change fee so that I didn’t have to worry that I might be walking into an ambush when I came back to my apartment? Imagine how I’d have felt if they put my safety ahead of their lousy $95 and “corporate policy”. Do you think that would have made me a raging fan? I probably would have been writing a very different blog!

A lesson for all business owners

So I challenge you to reflect: what do you do in your business to make your customers feel special? To make them feel taken care of? And, what do you do to make them feel put out and inconvenienced? It may be the little things you never even considered. I advise business owners all the time to think of ways they can ‘wow” their customers every day – it isn’t easy and you need to step outside of your business and look at it with a fresh set of eyes (customer surveys are a great tool to do this). But I guarantee, if you can achieve that your business will thrive!

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5 Ways to Fit Marketing into Your Schedule

by Carolyn Higgins on January 17, 2011

Article by Carolyn Higgins

No Time for Marketing?

Oh – I’m guilty of it too. We get caught up in the day-to-day of our work; answering phone calls, putting out fires, payroll, inventory, life…. But the fact is, the long-term success of any business is dependent upon finding the time to invest in the future. And one of the surest ways to insure your business will be around for the long-haul and continue to grow and flourish is to implement and use a marketing plan (and a system).

Here are 5 tips to help you manage your time and fit marketing into your regular routine

Tackle one thing at a time. You don’t have to accomplish everything in one day. Choose monthly themes: make June website optimization month and July list building month and focus on that one task for the entire month. This makes marketing less overwhelming and gets you started in the right direction.
Set marketing appointments with yourself. I can’t stress how important this is. I do this and every successful business owner I know does this. Write it down, put it on your calendar, block it out and don’t book anything during those times. If it’s not on your calendar, it’s too easy to forget about it and become so overbooked you never get to it. This is your time to work on your business – take it and use it.
Hire someone. It doesn’t have to be a full time person and it doesn’t even have to be a marketing expert. Hire an intern or a student to make follow up calls to customers or write introductory letters to prospects or potential strategic partners. You can even hire someone on a commission basis to make outbound sales and appointment setting calls, or a writer to write your blogs. With so many un- and under- employed people out there, it’s not hard to find people who are willing to do some hourly or commission based work for you and this will free up hours of your time that you can devote to more productive endeavors.
Plan your activities out for a year. Yup, a whole year. Create a marketing calendar for an entire year and plan your weekly and monthly marketing activities. For example: every Monday, blog, update Facebook; Wednesdays, call 5 customers and 10 prospects; once per month, review website, do a postcard mailing. Once you have everything laid out in front of you it makes it so much easier to manage and actually get it done. I like a printed calendar and I hang it in my office right in front of me so I can visualize it. I also set reminders in outlook as a double-reminder that my business must not be neglected!
Take baby steps. This kind of goes with #1- but in addition to taking things one at a time, baby steps is about finding what it takes to get over a hurdle and take that first step. Does a task seem overwhelming and insurmountable? Then don’t think about the big ole scary task – break it into smaller parts and tackle the little parts instead. Don’t think “Oh my god, I need 20 sales this month. How am I going to do that?” Instead think, “Ok, to get 20 sales, I need to get 5 this week – or one per day. What can I do to make 1 sale today?” Isn’t one sale a whole lot easier and manageable than 20? I love to think of things in terms of baby steps. I’ve never accomplished anything in life by tackling the entire task all at once. That just leaves me overwhelmed and paralyzed in fear. Instead, I tell myself, “take baby-steps, one small step at a time…”. I know that soon I’ll be taking bigger and bigger steps and before you know it I’ll be off and running. It works every time.

Managing your time and fitting marketing into your schedule are critical to the future success and sustainability of your business. Marketing is a vital component to building a business, getting and converting leads, satisfying customers, making sales, increasing profits and achieving your goals. With the proper marketing strategy and time investment the possibilities are endless!

ducttapemarketingbadge Carolyn Higgins is the President and founder of Fortune Marketing Company. Her personal mission is to help small businesses stop wasting money on advertising and promotions that don’t deliver and help you implement an effective marketing system that will bring you more customers – consistently.
For more information about Carolyn Higgins and Fortune Marketing Company please visit http://www.FortuneMarketingCompany.com.
Email chiggins@fortunemarketingcompany.com or call us at 707.718.4489.

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Facts about Using Yelp for Small Business

by Carolyn Higgins on January 4, 2011

Article by Carolyn Higgins

With more than 75% of adults turning to the internet to make LOCAL buying decisions, social networking sites like YELP are more popular than ever. In June of this year, 33 million consumers visited Yelp to learn about local / small businesses.

Whether you know it or not, your small business may already have a presence on Yelp. The question is – are you in control of it? Yelp is a social networking site that allows consumers to learn about – and rate – their favorite (and not-so-favorite) places to eat, shop, play, and spend their hard-earned dollars.

Ignoring social sites like Yelp isn’t going to make them go away or prevent negative reviews. Remember the golden rule of Social Media Marketing? SOCIA L MEDIA IS AT LEAST 51% LISTENING. And if you haven’t set up your listening station to be notified when people are talking about you (using Google Alerts, for example) on the web, you are missing a huge opportunity – and you could be responsible for sabotaging your own business.

Some Yelp Basics:

You don’t have to claim your page or set up an account for people to be able to post reviews- That’s right- anyone can add your business and review it. You may already be there and not even know it. This could be extremely damaging to your business.
Claim/unlock your business page- go to yelp.com to claim your business page and unlock all the tools that are available to business owners. Like tracking number of visitors, demographic info of reviewers so you can learn more about your target market and how they found you, you can post hours, specials, photos, or anything else you want your potential customers to know about your business – and of course the ability to respond to reviews.
Respond to negative reviews – either publicly or privately – what a great way to turn a negative into a positive! We all make mistakes and most consumers will forgive a mistake if it’s handled appropriately.

How to handle a negative review:

Respond privately: If someone leaves a bad review you now have the option of communicating with them privately to work it out. I recommend doing so – immediately. Do what you can to resolve the issue- this is an awesome opportunity to create goodwill, save a customer, and perhaps generate awesome word-of-mouth marketing.

Once the customer is happy ask them, “Have we satisfactorily resolved your complaint?” “Would you recommend us to a friend?” If the answer is yes, ask them if they would either revise or amend their Yelp review to let people know how your resolved the issue. If the customer doesn’t do it- you can then go to a public response – see below.

Respond publicly: You can also respond publicly and I’ve seen this done extremely well. You can tactfully state your case. Did you try unsuccessfully to resolve the issue? Tell people! Did you go out of your way to try to make it right? Tell people! Did you respond to the customer privately and rectify the situation? Talk about it! Also keep in mind – there will always be complainers- and the Yelp community can spot one a mile away (anyone can access all of a person’s reviews and if they’re chronic complainers their opinion will most likely be ignored by potential customers).

Carolyn Higgins is the President and founder of Fortune Marketing Company. Her personal mission is to help small businesses stop wasting money on advertising and promotions that don’t deliver and help you implement an effective marketing system that will bring you more customers – consistently.
For more information about Carolyn Higgins and Fortune Marketing Company please visit http://www.FortuneMarketingCompany.com.
Email chiggins@fortunemarketingcompany.com or call us at 707.718.4489.

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Up and Running Blog

Carolyn Higgins

21 Reasons You’ll Fail at Marketing

Forget Resolutions: 7 Business Things You DON’T Have to Do in 2012

Is Your Small Business Competing With SPAM?

Does Your Website Suck?

6 Marketing Secrets from Santa Claus

Are You Networking Wrong?

6 Things Small Businesses Can Learn from Lady Gaga

Is Your Small Business Annoying Your Customers?

5 Ways to Fit Marketing into Your Schedule

No Time for Marketing?

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