Just Do It!

By Chrissie VanWormer

Several months ago I sat in a room with a group of small business folks who had congregated for a small business seminar. There was every type of entrepreneur imaginable in that room including the fifty something woman who seemed proud of the fact that she didn’t know how to use the internet and wasn’t much interested in learning. There was the young girl who was quite full of herself that would have taken over the room if the moderator had allowed it. There was a late 30’s something business man in an Italian suit and several others who make a habit of turning up at these seminars as they get ready to launch their new venture. As the interaction continued and everyone began to share their pain, it became apparent that nearly 90% of the people in the room were very busy getting ready to get ready to start their businesses.

I was intrigued by this but I also understood. Going into business is scary. There are so many pitfalls and potholes that we can very unceremoniously land in. And a myriad of personal insecurities will most assuredly crop up when starting any new business venture. What if I don’t have any money? What if I put my life savings into my venture and it doesn’t work out? I don’t know anything about hiring employees. How do I start? Who will do my books? Do I trust someone other than myself to do it? But I hate accounting. What if I succeed? How will I handle the money? What if I don’t have enough time in my day to do everything I need to do? Will my home life suffer? Should I continue working my 40 hour work week while I’m starting my business or should I quit and just jump in? I need funding. How will I find someone to help me figure out how to find it? My elderly mom needs help. I don’t think I’ll have enough time to take care of her and start a business.

Believe me when I say that I’ve been there and I have suffered through my own list of insecurities. It’s not easy. But dedication to your business really needs to be item number one on your to do list every day. And you need to think each step through, find qualified people to help, and trust your instincts. Most people go into business because they are passionate about what they are trying to. Or maybe you have a talent that you know can make you the cash you need to live a decent lifestyle and you’re just not feeling the love from your employer.

The bottom line here is simple. There are many reasons to get started with your own business. Whether it’s personal gain, a passion for what you’re trying to do or maybe you want to change the world. All of these are great reasons to get started. But the one thing I know for sure is that the only real way to get started is to START. Seminars are great. Books will give you the background you need. But it’s up to you to jump in and Just Do It!

It's All About Perspective

By Chrissie Van Wormer

I woke up this morning feeling the residual effects of a crummy yesterday.   It was difficult to get out of bed and my eyes were blurry but Hannah and Leroy, my canine companions, needed to go outside and Trix, my twenty four pound cat was meowing his displeasure at an empty dish.  Even Pixie, my little yellow parakeet, joined in the cacophony chirping loudly at the morning sun that was now blaring through the back door.   

I considered not taking my usual early morning walk because it was already after 6:00 and I needed to get to work to try and clean up yesterday’s mess.  I looked around the kitchen that I hadn’t picked up after dinner last night and sighed.    Leroy, my mini-pin/greyhound mix came running in through the deck, bolted to the cellar door to begin his usual bounding up and down wanting to go out for a walk.  Hannah, now fourteen years old and very gray, joined in the excitement,   so I reluctantly headed into my bedroom and changed into shorts and a t-shirt.  I grabbed their leashes, my sunglasses and off we went.  During the first two miles my mind sifted through the events of yesterday.  I reminded myself that I am the only one who has control over how I react to any situation and repeated the mantra several times to solidify it in my mind for the day.  I was careful to take a few minutes to notice that the sun was playing on the pavement and the breeze that was deliciously cool.

As I crested the very steep hill that brings me in view of my house, Leroy tripped me and I found myself grappling to regain my balance.  In the process, my shoe came untied.  I have to admit; I cursed, and then bent down to secure the shoe.  As I pulled the strings into a double bow, I glanced toward the sound of a cricket in the grass.    It was weird, but suddenly, I saw that summer field from the perspective of Leroy and Hannah.  Much closer to the ground than I, they have the opportunity to see so many  details of the landscape; each blade of grass, each flower stem, a small spider web wet with dew.  They are also much closer to the enticing scent of whatever creature had just crawled across the back country road just before we came over that hill and they continued to investigate with much snorting and sniffing.    I sat down on the blacktop for a minute and just stared at the scenery, taking it in as though it were something I’d never seen before.  Of course I was seeing it every day; just from a different perspective.  The thought made me smile.  

This was answer that I had been looking for.  Every now and again it is necessary to look at things from a different perspective.   As small business people, sometimes we forget to stop and look at things from the perspective of our clients.  And many times our clients forget to look at things from the perspective of their clients.  And so it goes.  If you’re reading this today, take a moment and think about a challenge you’re facing in with your business.  Maybe it’s time to try something new.  Ask your client what you can do to help. Try to see the challenge from their perspective and attack it that way.   I can guarantee you, if nothing else, you’ll definitely be seeing both the forest AND the trees.  And don’t forget to take a minute, get down on the grass and check out that particular perspective.  It’s really quite beautiful!

Download Blog as MP3

Stream Baby Stream

Michael J Massey July 28 2011

Stream baby, stream! Why would you be tethered to a television via programming schedule or DVR when you could be viewing your favorite episode of 'Royal Pains', 'The Closer' or 'Glee' on your laptop or other device right now? We live in a right here, right now culture. No waiting. Give me what I want when I want it. As for me, I think when it comes to entertainment, that's a good thing.

Obviously I am not alone because the numbers don't lie. Check these out!

· For 2011, Hulu expects “to approach” half a billion in total revenues (advertising and subscription combined), up from $263 million in 2010. That’s up from $108 million in 2009. CEO Jason Kilar says Hulu continues to increase its monetization, hitting $0.185 per half-hour episode and claims the 2010 average of $0.143 is second only to broadcast.

· Netflix has over 25 million members in the US and Canada and the current price increases may show an increase in cancellations. However, a Morgan Stanley survey notes that most users will be merely be forced into a DVD or streaming model which is exactly what the price increase was meant to accomplish.

· CBS Corp. and Netflix, Inc. have signed a two-year, non-exclusive arrangement allowing Netflix customers in Canada and Latin America to instantly stream many CBS Corp. shows starting in September 2011.

· Netflix and Lionsgate reached a syndication deal arrangement that allows streaming of the first four seasons of Mad Men in the US market.

· HBO has launched HBOgo, giving access to over 1400 HBO shows. These will be available on the device of choice using an authentication code. (In an odd twist, the owner of HBO Time Warner Cable is not one of the distributors!)

· Walmart recently acquired VuDu and will now distribute 20,000 titles through the walmart.com site for rental and streaming.

This should change the way TV and films are developed and produced both in the US, as well as in foreign markets. The old model of developing a script, getting funded, producing, getting distribution, being picked up then moving into syndication may be turned upside down. Why couldn't any indie producer create a direct to stream program in partnership with a streaming media property? Netflix has already taken that leap with 'House of Cards' starring Kevin Spacey, produced by David Fincher.

Wake up media property dinosaurs with your 1950’s megaphones! As more consumers realize they hold more power than you give them credit for, they'll change the game with their wallets. Now if you'll excuse me, I'd like to catch up on 'Mad Men'.

. (Sources gigaom July 22 2011, paidcontent.org-Stacy D. Kramer July 2011. The Wrap, Tim Malloy July 27, 2011)

Has New Media Changed the Business of Art

Is it possible that with the advent of new media has the art of creating and making music been lost? With the revolution of the internet and single song purchases, the business of music is even more about business than it ever was and certainly less about art than at any time in recorded history. Where record producers used to proudly produce a project where each line of each song was carefully crafted by wordsmiths, stroked and caressed by passionate musicians, lovingly voiced and re-voiced until the sounds being produced were as close to perfection as humanly possible. A completed project began on-air play prompting fans to go out and buy, buy, buy.

Rabid fans are voraciously following recording projects as they happen, listening to digital tracks on line and then carefully picking and choosing each $.99 to $1.29 track to their own specific tastes. While stores used to be filled from the ceiling to the floor with every kind of music possible, these days the racks are thin. CD’s are pricey and very few of us want to lay down anywhere from $12 to $22 to be disappointed by having only a song or two we really like. In an effort to make up for the increasingly low record sales, record companies are spending millions to find the next 5’11” blonde female or smolderingly sexy blue-eyed brunette wearing bright red lipstick and barely more than a thong. And of course there’s search for the next full-lipped blue eyed shaggy haired boy for the tween set. With the advent of pitch control and digital re-touching, these re-mastered divas don’t even really need to know how to sing. In this world of new media, the emphasis has turned to producing a package in which we can find not only music but the opportunity for selling clothing lines, make-up, spots attire, shoes, and musical instruments as well as whatever else the marketers can come up with to fill their coffers.

I recently listened to an interview with Taylor Swift where she spoke about how a song she was working on was “leaked” to market before it was ready to go. Several million copies of the song were sold in the matter of just a couple of hours and it has been one of her biggest selling songs to date. Was this the best song Swift ever wrote or was it the opportunity for owning a track that was not quite complete, not quite perfect, not quite done? We as human beings enjoy feeling part of the process and this is sort of like grabbing a little cookie dough while mom’s back is turned. Security tightens as these unfinished tracks can be shot out over the internet and hung like a carrot in front of us so tantalizingly close, making us feel so close to the artist. We are voyeurs in our own way.

Music is all about emotion. It’s about making a connection with the lyrics and music that can take you places your soul never knew existed. In my opinion, the pre-packaged bubble gum songs of the digital age are more about sales than art. I, for one, hope that in the near future, the music business will evolve into being just as much about art as it is about business and I hope those passionate musicians, along with everyone else they’re involved with will make money in the process.

Tips to help you Connect with your customers (6 - 10)

A couple of weeks ago, we promised you ten low cost advertising tips for small businesses. We gave you five and we’re making good on our promise for the second set of five. So we’ll start right out with tip number six and that is to determine your advertising budget BEFORE you open your checkbook. A good place to start is by doing a little homework. It’s a good idea to reach out and determine the cost of media in your area. Check out all of your resources but keep one thing in mind; spending too little spread over too many media avenues will severely dilute your message. If you spend an afternoon with our book Your Ad Here: De-Mystifying the Business of Media and Advertising, you’ll have a much better idea of how negotiating and buying media really works. We’ve kept the reading light and informational so it shouldn’t be too tough for you to get through. We offer all kinds of tips and advice on contacting the media outlets, we even give your sample contact emails and beyond that some suggestions on getting no cost help with figuring out what your budget should be.

Once you’ve contacted the media outlets and have set up a relationship with them, go ahead and use them as a bullhorn. And that’s tip number seven. Have your bio and your press information ready to go. Really let your account rep know who you are. They are out and about everywhere every day. As a result, they know everyone and may even become a resource to you for finding new clients. Often times that will be willing to direct you to the right place to get some much needed publicity. Help them understand what it is you’re trying to accomplish with your business and in most cases, they can help make that happen.

Tip number eight is to use the power of email. Build your contact list. Get the email addresses of your current clients and look into purchasing lists of businesses that may be interested in your goods and/or services. If you’re not sure how to go about doing this, there are services out there that sell lists. Two of the largest lists sellers are www.infousa.com and www.hoovers.com. Once your list is built, our suggestion is to try Constant Contact for your first marketing blitz. It’s free to use for 30 days and has simple templates that make your initial foray into email marketing much less intimidating. You will find them at www.constantcontact.com.

So now you’ve got their attention. How do you go about keeping it? Tip number nine is to “Think unique”. “Think different.” Try out of the box. We’ve found that www.moo.com offers unique ready to go business cards, logos, mini-cards and post cards. Try embedding a QR Code on your card. This is easy to do when you use www.qrcode.kaywa.com. Offer a special promo right on your card that will entice your prospective clients to keep the card. But be sure to explain that there’s a promo price when they use the QR code so they understand the significance.

And finally we’re at tip number ten. This is a big one. We tell business owners to “do what you love, work hard and the money will come”. Try some of the tips we’ve offered you through the two articles in the journal, add a dash of passion, keep your nose to the grindstone, put a good team together and you can’t fail. Remember it’s necessary to work hard but it’s also important to remember that at all times, you need to work smart.

So there you have it. Ten low cost advertising tips that will help you jump start your business. Even if your business has been around for a while, maybe you just want to try another avenue, give these tips a try. Plus we’re always here to help. We’ve received rave reviews on our book from many, many small business owners so we are confident it will be of use to you. Check us out at www.youradherethebook.com for a copy of the book and many advertising tips. We’ll look forward to hearing from you at any time.

Tips to help you Connect with your customers (1 - 5)

Congratulations! You’re a small business owner. Welcome to the world of making things happen FOR you not TO you. As an owner, one of the very first things you’ll need to do is jump right into is advertising your goods and/or services. It can be a little scary if you don’t know where to start so we’ve compiled a list of ten low cost ways to connect to your customers. You’ll find five of them within this article and the next five we’re saving for our next installment.

Tip number one is that you set up a profile on Linkedin, Twitter and Facebook and let prospective clients and customers get to know you. Go ahead and post interesting facts and stories about your industry. Talk about what you do and offer information that people might enjoy reading. Many of these sites include sub-groups where you can drill down and find a more finite group that might be interested in your product or service. For instance, if you sell chocolate, find a group that talks about specialty chocolate. Offer your expertise to the group but don’t try to sell anything. The sales will come when the group starts to see you as a resource.

One of the most important things you will need to do is to create a brand image so tip number two is to create a logo and a brand statement. We know that this can be costly. With revision after revision, a logo can run into the thousands of dollars. But we’ve found that creating these necessary items are no longer costing an arm and a leg. There are many websites available that are built specifically to help you through the process. Most are free for the development but of course when it’s time to buy, you’ll need to pay. Two of the sites we’ve used are www.freelogoservice.com and www.logosnap.com. They’re both full of ideas that will get your creative juices flowing. Both of these sites are broken down by industry. It comes in handy because if you’re an accountant, you likely don’t want to spend your time looking through all the dance and yoga images.

Tip number three is to determine your target audience. You’ll need to think about who your customers might be. Are they male, female, middle aged women, teenagers who skateboard, anyone who loves chocolate? What do they like to do? Where do they congregate? How will they find you? Will they be looking on the web or are they more inclined to read the daily newspaper. This is key when trying to figure out how you will reach them. You can find tips on targeting your audience in our book Your Ad Here: De-Mystifying the Business of Media and Advertising that will help you figure out creative ways of determining your audience.

You’ll need a website so tip number four is to create a Wordpress website. It’s easy to set up your initial site but you’ll definitely need some help customizing once it’s set up. We recommend that you contact Chic Business Support Services at www.chicbusinessservices.com for help with this. Their prices are reasonable and they’re very easy work with.

Tip number five is to go to www.youtube.com and set up your own channel. This service is completely free and your target audience is out there. Make creative videos, offer your goods, services and most especially offer yourself as a resource. Let people see who you are and what you like. It won’t take long before they feel that they know you. And we know that the average person does business with the people they know and trust.

There you have it; the first five tips to low cost advertising for small businesses. The next five tips will be available here soon so keep checking our page. And be sure to check out our book Your Ad Here: De-Mystifying the Business of Media and Advertising on Amazon.com.

Media Bites-April 25 2011

Congratulations! You’re a small business owner. Welcome to the world of making things happen FOR you not TO you. As an owner, one of the very first things you’ll need to do is jump right into is advertising your goods and/or services. It can be a little scary if you don’t know where to start so we’ve compiled a list of ten low cost ways to connect to your customers. You’ll find five of them within this article and the next five we’re saving for our next installment in the Journal.

Tip number one is that you set up a profile on Linkedin, Twitter and Facebook and let prospective clients and customers get to know you. Go ahead and post interesting facts and stories about your industry. Talk about what you do and offer information that people might enjoy reading. Many of these sites include sub-groups where you can drill down and find a more finite group that might be interested in your product or service. For instance, if you sell chocolate, find a group that talks about specialty chocolate. Offer your expertise to the group but don’t try to sell anything. The sales will come when the group starts to see you as a resource.

One of the most important things you will need to do is to create a brand image so tip number two is to create a logo and a brand statement. We know that this can be costly. With revision after revision, a logo can run into the thousands of dollars. But we’ve found that creating these necessary items are no longer costing an arm and a leg. There are many websites available that are built specifically to help you through the process. Most are free for the development but of course when it’s time to buy, you’ll need to pay. Two of the sites we’ve used are www.freelogoservice.com and www.logosnap.com. They’re both full of ideas that will get your creative juices flowing. Both of these sites are broken down by industry. It comes in handy because if you’re an accountant, you likely don’t want to spend your time looking through all the dance and yoga images.

Tip number three is to determine your target audience. You’ll need to think about who your customers might be. Are they male, female, middle aged women, teenagers who skateboard, anyone who loves chocolate? What do they like to do? Where do they congregate? How will they find you? Will they be looking on the web or are they more inclined to read the daily newspaper. This is key when trying to figure out how you will reach them. You can find tips on targeting your audience in our book Your Ad Here: De-Mystifying the Business of Media and Advertising that will help you figure out creative ways of determining your audience.

You’ll need a website so tip number four is to create a Wordpress website. It’s easy to set up your initial site but you’ll definitely need some help customizing once it’s set up. We recommend that you contact Chic Business Support Services at www.chicbusinessservices.com for help with this. They’re prices are reasonable and they’re very easy work with.

Tip number five is to go to www.youtube.com and set up your own channel. This service is completely free and your target audience is out there. Make creative videos, offer your goods, services and most especially offer yourself as a resource. Let people see who you are and what you like. It won’t take long before they feel that they know you. And we know that the average person does business with they people they know and trust.

There you have it; the first five tips to low cost advertising for small businesses. The next five tips will be available here soon so keep checking the journal. And be sure to check out our book Your Ad Here: De-Mystifying the Business of Media and Advertising on Amazon.com.