New My Faves Blog

In case you haven't seen it yet, I have a new blog that is designed to record my recommendations and favorites of products, services, resources, affiliates and, well, anything else I think is cool.

Check out MyFavesList blog! Enjoy.

Testimonials & Referrals: The Power behind your Business

One must provide a great product or service to get referred and overdeliver on value add. And one must ASK for the referral which many biz owners haven't incorporated into their daily communications or routine and I think one has to remind people that you want to grow your customer base and/or take your business to the next level. Real estate professionals are awesome at asking.

For those people in a professional service business, you know that there are always those clients who love you so much that, as much as they want to see your business grow, they also don't want anything to take you away from servicing their account! So some of your best clients can be hesitant about giving referrals even though if they were asked for a testimonial would say unbelievable things about you. Besides that, giving a referral is just not top of mind for them -- they're usually busy running a business for themselves for which you're often one small part.

So it's important to ask those satisfied clients for a testimonial that you can use on an ongoing basis rather than expecting them to think about telling others about you whenever there is an opportunity to do so. Whether it is a recommendation they write for your LinkedIn page or a testimonial letter that you show to your prospective clients. Or take those same LinkedIn testimonials and place them on a page on your website (ask for permission) and direct traffic there. A testimonial page can be the most often-visited page on a website. Satisfied clients may be better utilized as testimonials and references than direct referral sources. BTW, you may have to offer to write the testimonial for them if they just don't have the time and that's ok too if you know them well enough.

Often referrals come from people who are not or not yet clients. In fact, most of my referrals right now are coming from people who just seem to be a raving fan from a previous business or working relationship, or even as a result of a conversation. Yesterday, I received a referral from someone I've never met who gets networking on LI and has the "givers gain" mentality. So you never know where referrals come from. Most of my referrals are as a result of my being active on the social networks (LI, FB, Twitter & Plaxo) and even though I work from home and have not attended many networking events, the phone is ringing. The point is that in order for people to refer you to others, they have to know who you are. If you are sitting back waiting for the phone to ring and your name is not in front of them on a consistent basis, they will think of others instead of you when they or someone they know has a need for your product or service.

One more thought. If you want more quality referrals, be the first to give quality referrals. I've provided some thoughts above, but this would be my #1 referral tip for empowering satisfied clients or raving fans.

Note: This content was written earlier today in response to a question on LinkedIn posed by Trina Willard of Transformation Systems Inc. - Leadership in Motion.

Your Twitter bio. Your brand in 160 characters.

Believe it or not, a 160-character bio can say a lot about you and your personal brand. Not only that, but it can either encourage or discourage people to follow you in a split second, which may mean that someone you want to follow you won't. And second chances don't come easily.

There are thousands of aspects of Twitter that I could write about but it seems people are not aware of how much impact this little bio can have. So I thought I'd share a few "Do's" and "Don't's" based on what I've observed.

How to create a great bio:

• Do take the time to draft your bio and not rush when filling out your profile. Suggest you write it in Word and use the word count (all characters) to make it fit. I believe it was T.S Eliot who said "If I had more time, I would have written a shorter letter." It takes some time to write pithy. Be pithy.
• Do share with people what you do and/or what you like. Let them know who you are. People want to follow those for whom they share an affinity or find interesting. And you want people to follow you for a reason, not just because you happen to be on Twitter.
• Do be sure that you use the space. You can use all 160 characters although you don't have to. Keep in mind that if all you say is "I like turtles" then many people won't follow. Substance is always important, whether in the copy for your bio or tweets.
• Do take the time to edit, ensuring there are no typos and that no words are cut off at the end. I've had trouble with the length measurement when I thought the copy fit originally but later found the last word was cut off. So please check the copy a day or so later just to give it a good review with fresh eyes.

And here are some things to watch out for:

• Don't leave the bio space blank. People will often not follow the person who hasn't taken the time to write a few words about their own personal brand. Decisions about following get made very quickly and people often don't even go to your Twitter page to make their choice -- they just look at your photo and bio and either click "follow" or pass you by.
• Don't use the space to put in another URL; comes across too promotional. There's a separate field for the URL of either your main web site or blog and people will click there if they want to get to know you better or read your material.
• Don't use the space to write a "thank you for following me" message; that's what Replies or Direct Messages (DMs) are for.
• Don't try to sell within your bio. One basic rule of direct marketing is to sell the next step. The next step here is the initial step and there's a lot of relationship building that has to happen before you can start promoting your wares. It's way too early to sell in your bio. It's a turn off and all you're trying to achieve in your bio is establish a follower connection by quickly communicating your brand.

If you have any questions about how best to create your brand on the social networks, please add a comment here on this blog or tweet me at www.twitter.com/sallywitzky.

My Web 2.0 status: Social networking, blogging and more

I'm definitely making progress on adopting Web 2.0. Slow, but moving forward.

I've chosen LinkedIn, Plaxo and Facebook as my social networks. I use all three because their purposes and applications are different -- and certain groups of my contacts tend to use only one or two of the three. Most of my business contacts use LinkedIn, many traditional network marketing folks use Plaxo (it's been around for a while and started as an online contact management system) and Facebook tends to be used by friends as well as non-traditional business people and entrepreneurs. I use the word "tend" because there are exceptions to all. For example, I have a few contacts that I thought for sure would be on LinkedIn but they're on Facebook instead. Go figure.

I use Twitter for micro-blogging, and added a list of my most recent tweets to my blog. Also use Ping.fm to help me with status updates so I can type it in once not thrice. My blog is registered with Technorati, BlogCatalog and the local RVABlogs, and I've figured out how to ping those sites when I have a new post -- still working on making all the pings automatic, though. And of course, my Blackberry helps me manage the posts and notification emails -- still working on updating my mobile applications -- apparently I need an app called Twitterberry.

Being on the social networks and writing my own blog helps me to much more fully understand the idea that email will be used in a more limited fashion. Connecting with people -- for individuals and businesses -- doesn't happen as much in email. Interaction, and lots of it, takes place on the SN's and Twitter, even for businesses like Starbucks and news magazines. But not everyone is up-to-speed on all this yet -- not even as far a long as I am and I feel pretty behind the times compared to many -- so email will be used for quite some time. Especially for outbound email to your social network contacts, using online software programs such as Emma, Vertical Response or Constant Contact. Customer Relationship Management or CRM as we marketers refer to definitely just got a complete makeover.

I admit I didn't "get" Twitter at first but once I started following some cool people with cool things to say in one or two lines of copy, I realized how fast I could keep abreast of new technology, social networking, relevant links, blogcasts, and news. I can keep up with people that I may never have a chance to meet, like Lance Armstrong or Steve Jobs. And a quick glance at the tweets and that's all that's necessary. My blog is now linked to my social networks so the latest posts appear on my LinkedIn profile, Plaxo and Facebook. Rather than always trying to get people to my blog, there are more ways to bring my blog to them.

LinkedIn has added several new applications which make that social network more robust and interesting although I think they will have to smooth some things out a bit. I added the Amazon read list to my LI profile but what I don't like about it and is different than the widget that appears on my blog is that it doesn't get hooked into Amazon's affiliate marketing program. So I may drop the LI application for that purpose as I seem to be loading in my favorite read list twice. So the only benefit is keeping my name out there because every time I add a book to my LI Amazon read list, it generates that notice for my connections.

LinkedIn also added TripIt so that when I plan a trip to Denver, I can see all the people who live or will be in Denver when I visit there which certainly helps to plan for an effective trip. Great application for sales professionals or to meet up with colleagues at association conferences. I also added Bloglink to my LI profile which not only incorporates my blog for others to see on my profile, but lists all the blogs of my connections for me to see. Because I have so many connections, though, the latter takes forever to load and seems to defeat the purpose. Again, I think LI has to smooth out this app to make it beneficial and helpful.

As for blogs... someone mentioned to me recently that she heard a brand marketing speaker say that blogs are dead. That speaker is short-sighted, in my opinion. While I do agree that you can use social networks and micro-blogging to gain awareness and brand recognition, clients still want to know how you think and what your perspective is on certain issues so that they can choose to identify, agree, disagree, contrast, etc. You have to do things to put the Law of Attraction to work -- know what I mean?!

In addition, if you're interested in earning residual / passive income by using Google ads on your website or blog, you won't get any traffic nor ad clicks if you don't continue to post relevant blog content. Lastly, as I mentioned in a previous post, blogging forces the author to write content in short blurbs (well, long in my case) that can then be used later for online articles, ebooks and books -- all things that can earn the author some online cash. So if you have goals to earn money while you sleep, then blogging is still the way to do that.

While I've come a long way in adopting Web 2.0, I still have many other goals to meet. But I've got a good foundation and platform set for future branding and marketing. And that's worth a lot.

Blog, blog, blog. What's so cool about it?

There are many reasons why people start their own blog but for those of you who haven't gotten the hang of it yet -- or just think it is too overwhelming -- I'd like to share a few reasons why I blog.

Reason #1: It's healthy.

First, there's the health benefit of the act of writing itself. Yes, writing -- like laughter -- is simply good medicine. Our forefathers wrote in leather bound journals and blogging is simply the modern-day equivalent. In fact, Sandy Grayson has written a book about this type of writing called "Journalution: Journaling to Awaken Your Inner Voice, Heal Your Life and Manifest Your Dreams" if you'd like to read further. Writing can ease the stress and frustration people have as they strive to accomplish goals. Or did you ever have a time in your life where you felt like you just were not being heard? Like no one is really listening? Blogging can certain alleviate those feelings and, at the same time, provide an emotional boost with an overall sense of accomplishment after writing each post. Just think of it as part of your overall wellness plan.

Reason #2: It's the best form of ideating.

Generating ideas, finding solutions to problems or finding new and more effective / efficient ways of doing things are all challenges that people face these days -- in business or in life. Blogging can be a way to get thoughts out of the mind and "on paper" so you can begin to crystalize random ideas into solutions. Or connect two or more ideas into something really innovative. Or to get rid of old ideas so that you can make room for new ones, as if the act of writing somewhat releases the old. Just like the feeling one gets when the closets are all cleaned out and you donate all those old clothes you never wear to charity. New ideas seem to flourish in a mind that isn't saddled with old thinking.

Reason #3: It's a great way to share and teach.

Sometimes people struggle with blog content. I certainly did at first. But I quickly realized that I can easily blog about what I learned that day, or week, or sometime in my past. So I often ask myself "what did I learn today?" And no matter how trivial I sometimes think that lesson is, I often also think "wouldn't that lesson be beneficial to others?" And usually the answer is "yes." Even if one person benefits from the lesson that I've learned, it would be worth it. Besides, didn't people benefit from the writings of our forefathers? Jefferson? Franklin? Of course. So writing in the form of a blog is the same idea. Sharing ideas, spurring discussion, teaching lessons on a range of topics from leadership to jumping rope. What? You don't think jumping rope is beneficial? Just try it for 10 minutes and see what I'm talking about...

Reason #4: Blog content creates ebooks and books.

I talk to lots of people who dream of writing a book someday. I, too, have it on my vision board. But how do you eat an elephant? Yep, one bite at a time. So blogging is a very simple and easy way to write on a certain subject in order to start getting the ideas down for that book. Plus, it creates a writing habit. If you want to author a book, then you have to be disciplined in writing -- it's not going to happen any other way. I mean, you can't win the NY marathon without running, right? And once you have enough content written, the ebook is easy to compile. And once you have the ebook compiled, then the book is within reach because it will then feel doable. And once it's doable, then you'll have to create a new vision board because the old one will have become a reality.


Ok, those are the first 4 reasons why I think blogging is so cool. I have a few more so I'll post Part 2 at a later time. And once I do that, I'll probably have enough content to produce an ebook on why I think blogging is so cool. And I will have finished my first ebook. So you can see just how easy it is. I mean, um, I can see just how easy it is.

So, did this blog help you in any way? Did reading it cause you to think about starting a blog? Or authoring an ebook? If so, then my writing -- in addition to being part of my wellness plan -- accomplished what it was designed to do.

Happy writing.

Where does impact live? 5 tips from the Master Media Coach.

One of the best speakers at last week's World's Greatest Marketing Conference was media coach, Joel Roberts. As a media coach, his job is to get other people to listen to your story which means he has to help you create a compelling, impactful story in the first place. So here are 5 things that I learned from him last week that I thought I'd share:

1. Don't go to the media expecting to get interviewed or to get publicity until you're ready. Get clarity first and have your marketing in place before you attempt to sell your story.
2. Clarity comes with concrete, specific language and does not live in the abstract. If you're going to make impact, be as specific and clear as possible. If you try to tell people what you do or how you got to the place you're in now in general terms, not only will you not be able to sell your story but you won't even get listeners. The media favors the concrete over the abstact, every time and all the time.
3. Sell the problem first, not your solution. What's the problem you remedy for your clients or customers? This is a common mistake that people and businesses make. Make the problem known! Talk about it with drama and grit. Don't just enroll people in the problem but pull them in. Submerge them in it. Steep them in it. Paint that picture. Address it clearly and head on -- or -- get them to have the problem you solve (there are two kinds of problems -- ones people have or ones they don't). Think of yourself as being in the problem distribution business. You can only sell your solution when people can relate or identify with the problem first.
4. Make it real. Make it human. Look for balance between humanity and your expertise. So in addition to making your story crystal clear, remember to access that place -- that human, vulnerable place in you -- predictably and learn to articulate the message precisely. Access predictably; articulate precisely. Tell the most dramatic story, whether it's your personal story or one of your client's. Choregraph your own energy around it when you tell it and bring the emotion in to it for people.
5. Follow a model; master it then transcend it. An easy short model to begin with is to use this phrase "Today I'm (insert all the good specifics about your current success) but it wasn't always that way. I used to be (insert the things you were that you're not now) and/or I tried (insert specifics of all the things you tried) and nothing worked. It wasn't until I discovered (insert the thing that turned you around, your revelation or epiphany) that led me to where I am today. Can I tell you more?" If you can begin with this model of how to set up the short version of your story, then you'll be able to pique the media's interest (or anyone you're selling to) about why they should hear more. Basically, you'll use this as "the short memo that explains why the longer memo is necessary." Master this template and then you can revise to make it your own.

Joel is a masterful media coach who has helped many authors and corporate executives prepare for major media interviews on Oprah, the Today Show and radio stations too numerous to mention. His joy comes from teaching intensive 3-day Excellence in Media seminars, and upcoming dates along with contact information can be found at http://www.joelroberts.com/.

Is the economy making advertising better?

Gas prices are up, stock market is down, financial institutions are struggling, consumer confidence is waning at best, home values are declining, spending is down... and marketing budgets have been either cut or reallocated. Those of us in marketing -- both corporate or agency side -- know that, now more than ever, the advertising messages have to cut through, they have to resonate with the intended audience, they must deliver results. None of this is new news -- we've heard it all before.

So is advertising really getting better? Have we challenged ourselves enough to think outside the box -- a phrase we've heard all too often lately? Are we really listening to the consumer more than we've ever done before - recently? Is the creative work reflective of continually challenging ourselves and our thinking again and again and again?

Selling in a down economy can be done, and it can be done effectively with the right value proposition for the new economy. With messaging that's relevant today and not yesterday.