The Race

It’s a dead heat. The kind that makes you feel totally alive. The kind of heat that makes you notice your body’s every living cell.

It’s a dead heat between the Should Marketing and Full Heart Marketing. There is a race going on that has no finish line. Only laps. Continue reading

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Online Conversations with Your People

Your desired customers are talking about what is important to them online, more so in some places than others. Join the crowd and conversations or host the party and start the conversations. Either way, this 3-step approach will serve you well:

  1. Start with going where they are talking.
  2. LISTEN to what they have to say.
  3. If you respond to someone’s question, answer objectively. It is all about sharing and learning together.

IMPORTANT: Avoid promoting your business!
This is actually akin to walking around a dinner party with toilet paper stuck to your shoe. People will look, but not listen very well to what you have to say. They will not give you as much credit as they would have without that indiscretion. The most you need to do is put your website in your signature. This is about street credibility, not proving your businesses worth or benefits. ‘Street cred’ is earned with authenticity and generosity, not promotions.

Website Branch of Your Business

Brochure vs. Branch Office

In the olden days, a website was just an online brochure that might have a contact form.

Today your website is expected to be a branch office. Instead of filling out a paper form, people expect to be able to download the forms or fill them out online. Instead of calling to ask a question about a particular aspect of the business, they expect to find basic information from a search of your blog.

Your branch office needs to look and behave in alignment with what someone feels when visiting the business in person. If it is okay to hand out something to someone when they walk in the door, why isn’t that also available on your website?

Online Presence: Hire Help or Do-It-Yourself?

If you have never fully developed a web site, you may have the impression that it is super simple or daunting. Neither is necessarily true for you. It depends on the choices you make in building a team.

Here are the roles that need to be filled for a fully functioning, successful, online branch office, integrated with social media. How many of these roles do you already have the skills to do? Which would you like to learn in order to complete your web project?  Continue reading

Do you want to be informative, insightful or irreplacable?

While working on a mutual friend’s collaborative project, I met Jonathan Luebbers. He articulately shared a great insight for our friend. He has given me permission to share with you as well. These are his words:

If you are informative, you’re interesting and nice to have.
If you are insightful and prescriptive you’re extremely valuable.
If they cannot achieve their objectives without you, you’re irreplaceable.
At informative, you get cut if money gets tight and might be replaced when money flows again.
At insightful and prescriptive, you are the last non-essential item to be cut and one of the first to be reinstated when money flows again.
At mission-critical, they pack their lunches, skip wine at dinner, trade down their cars, and cancel the family vacation. They don’t cut you.
Your authority at start will flow from what you present and how you present it.
In the longer run your authority will flow from the results of your clients.

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Jonathan Luebbers (Jonathan_Luebbers [at] yahoo [dot] com) enjoys using strategy, product management, and market research to help people and organizations release their untapped potential. Having returned to MN to be closer to family, he’s looking for his next opportunity. In the interim he co-founded Non-Profit Transitions, an organization of professionals dedicated to helping non-profits through the bumpy waters of the current economy. In his free time he and his wife enjoy finding new ways to make their 9-month old little boy laugh.
Jonathan’s professional profile can be found at http://www.linkedin.com/in/jonathanluebbers.