Take Comfort in Writing...

Do you have something to say? Do you have the opportunity to say it to everyone you need it to be heard by?

If not, like most of us the opportunities aren’t a daily happenstance.  We have to make opportunities to be heard and most of that time is going to be by using our words in a published manor.  If you have been told you speak well, congratulations that’s a valuable portion of the skill set you can take advantage of when writing your thoughts, needs, stories, value down in an article format.

Every day our skills, products and services are seen in the form of reports, posts, proposals, blogs, guidelines, social media updates, texts, memoir notes, thank you notes, emails, ads and more.  We live in an era where the written word is around us 24/7 and it can make or break a business.  Knowing this that on average we will write more than 35,000 words in a year – we all need to brush up on this skill set and learn how to become a better writer, the kind of writer that gets results…

• First before you start writing (anything), ask yourself: Why am I writing? You need to have a purpose so that the outcome becomes the solution to the reason.  If you are writing to thank someone for a meeting you had, to motivate, or even to change a company policy your writing needs to be clear and bring value.
• Next when writing gauge the length need. The acronym K.I.S.S. is a very good rule to live by for majority of our writing needs.  Twitter has schooled a lot of us in the art form of getting a point across in 140 characters or less & even then if you can get it to around 100 you will have a 17% higher engagement rate. Why? Because humans are in a hurry and our attention spans are very short.
• There will be many occasions that we need to write without brevity. In these cases, first write like you talk don’t worry about the punctuation, sentence structure or flow.  You want to get your thoughts out on paper first then restate your purpose before quality checking, shortening, changing your words.  Ask yourself: What is the reason you are writing? What should it accomplish – what is to be taken away by the reader? What is the conclusion – what should happen after it is read?  Tip: if you are selling something there should be a call to action included.
• Where ever you are be there! This goes for writing too – make sure your surroundings will inspire your thought process. If you are stressed or in a location where focus is a struggle the results of your writing will show your frame of mind.
• Plan the time and set limits. Did you know the first four hours of your day are when we are at our most creative?  If you are writing for an important purpose don’t select the time based on leftovers.
• Choose by choose wisely – (great movie) but also words to write by. If you want your articles read, acted on and also shared don’t be repetitive. Use a thesaurus or buy a book of creative ways to use words; (Words that Sell – Richard Bayan, Phrases that Sell – Edward Werz)
• When writing key thing to ask yourself, ‘will this appeal to more than me?’ An accountant likes numbers and thinks differently than a gift retail shop owner. But, both need to communicate with each other because they both use each other’s services.  So when writing you have to channel your audience and what would appeal to them when they read your written verbiage.
• Email can be attributed to the fall of Rome. Not literally but definitely an applicable phrase in the twenty-first century. Clear & decisive with an open ended prompt will get you more effective and successful results. Save the three+ page montage for your book or thesis.
• Prior to publishing or sending out say it out loud. Does it sound bizarre like it was written by a transformer? Do you struggle over excessively long sentences? To catch typos, duplicate words or run on sentences during your final proofing read the last paragraph first and work your way back to the first sentence.  Our brains are skilled to be able to read misprinted sentences as long as the first and last letters are correct, so changing the direction you proof in will help you see the writing before the story.
• End all things with a gift. Inside of every written need, every text, tweet or article you have the ability to make a positive moment in another person’s world. Don’t miss an opportunity to be an affirmative force increasing the beauty in the world.

Keep these tips in mind when writing and whether or not it is perfection, your intent will cut through bringing you remarkable results.

Quick release or hold hostage?

Question... (Rhetorical) 
With technology being what it is today, why do you get the response when unsubscribing from a newsletter that is no longer providing value: "Sorry to see you go, please be patient it might take a few days or weeks before you stop receiving our newsletter"...

And then you start receiving double! 

FYI - This is not a good technique to try & salvage what you lost by bombarding them with even more - just a thought

Example: I was receiving this newsletter (on a side note that I don't recall signing up for) and for the first half a dozen e-newsletters they sent great give-away offers, coupons and even a few good short articles I enjoyed reading.  To tell the truth one or two more newsletters and I would have been clicking on the site to see about the cost of the products they were talking about. But before I could act on my interest I started receiving aggressive call to action e-blasts then a few threatening to 'weed' out those that weren't interested.

That brings me to two thoughts I'd like to share:
1 - assumptions without facts
2 - if you want to use a system understand how to work it

If you are trying to generate business which is the basis I would think for using marketing mediums then at least allow the client to make the choice whether to follow or not - subscribe or not - purchase or not.  You never know who else might see or get recommended to view your newsletter & it certainly isn't hurting to have the subscriber. But threatening to cancel their subscription is more than likely to create an action saving you the trouble of removing them.

Instead of assuming they are not a value why not try understanding why they are not acting on your offer? This would be the logical next step - understand the marketing tools we use is seriously the key to having a successful marketing campaign.  If you are not getting results adapt and change don't use knee jerk reactions to something that just needs a little tweaking or patience.

"Every connection is not always a good client, but understanding that every connection has the potential to be a value to you will help you to look at your efforts and the results in a more productive manner."  ~K.Kirkland

Great businesses use the 'quick release' a one click unsubscribe because they understand the value of putting time into generating something worth sharing that their clients will want.  Think about it this way if you are providing value the ones that leave aren't in your 'tribe' of potentials anyways.  There are plenty that want to receive & will want to keep receiving as long as you provide value.  So why hold hostage the one that doesn't?

Have questions? Need help in your marketing efforts to create results that reward you for your time? We'd love to help just reach out when you're ready to accelerate!

Kristi Kirkland
Adding Needed Solutions Working Every Relationship!

Where’s your motivation level for 2014?

(More importantly how can you keep it?)

   Resolutions? Saying, “What’s your New Year’s resolution?” is like saying, “How’s it going”?  No one expects a real answer from a generic question said so many times with no real actionable results.  Motivational connections and mindset power is the wave that’s coming.  But only for those smart enough to leave the past where it belongs and ride the wave of challenge and progress. 

   We’ve survived an apocalypse, mourned the passing of Dave Hughes among many other greats, celebrated technology advancements like 3D printing and the BioPen, were somewhat effected by J.C.Penny – Saks Fifth Ave – Sears and other giants as they were sold or irrevocably changed, envisioned getting packages delivered by Amazon drones, watched as the sun reached its peak in solar activity, enjoyed the total eclipse of the sun on November 3^rd, read about the discovery of Earth’s closest exoplanet twin Kepler, rediscovered King Richard III beneath a parking lot, learned about ambitions to map the human brain, sipped our favorite java from a phase-change mug, saw an increase in contract hiring and recession for full-time help, and for a lot of us reveled in the Florida FSU spectacular season! (Yes, I had to throw that in there – GO NOLES!)

   So I say “Bring it on!” and I almost can’t put it into words the excitement I feel with the endless possibilities that 2014 will bring for those of us that embrace change and allow for the mindset of a visionary with actionable presence!

   Yes that was a mouth full and it sounds real good but what does it really mean, and how can we make it happen in our lives?  So glad you asked! I’m going to plug a few ideas into this reading material, a few tips and some steps that for those of you that decide to take it to heart will see results manifest in your lives both personal and professional!  So, let’s start by saying out loud no matter where you are or who is around you…. Don’t be shy I want you to shout it out… One simple four letter word (no, it’s not a colorful metaphor) Are you ready?  Here it is: “ROAR”

   Ok those that took it to heart and belted it out, might need to apologize to those that were startled and share this article with them as you are about to embark on an exciting adventure of possibilities because you are not afraid to make a change and stand out in the crowd!  How did it make you feel?  Were you out of your comfort zone or did you feel a moment of exhilaration? Well, either way if you did it congratulations – read on…

   First a couple of fun words that get used everywhere and if you think about it hold a lot of ‘deep’ meaning: Visionary & Motivation.  What is it? How do you get it and more than that how do you keep it?  For each of us it is different.  Some of us can wake up in the morning and be filled with it.  For others we need a pound of coffee shot directly into our veins with an added physical kick in the rear to get our visionary motivation on.  No matter which side you fall on or if you are somewhere in the middle the key to 2014 is getting it, using it and holding onto it with both hands. 

   When you are getting your motivation on each morning there has to be a purpose or it is a lifeless thing.  Ask yourself “what drives you?” If you said money take another sip of coffee and think again.  Money is empty and will not inspire the type of ‘motivation’ you will need to take 2014 to new heights.  It won’t warm, feed, help, enlighten or comfort you.   It will buy the things that warm, feed, help, enlighten and comfort you, but as its true form (paper or metal) it will not do those things for you.  What you are looking for as the actual answer to what motivation is can be found in what consumes you?  What do you start your day thinking about and end it still wanting?  Now, make a list of 25 things that ‘inspire’ you, like starting a business, a new boat, helping children, writing a book, building something, mentoring someone, visiting somewhere far away… Put in the order of importance.  The highest item should make you grin like a fool or your heart race when you think of achieving it.  That is where visionary motivation is formed and when it is something of true substance it will last longer than a New Year’s Resolution. 

  Now for the steps.  You have your list, but maybe you’ve made one before and nothing ever came of it?  This is where the next fun words come in, ‘actionable presence’.  In order to take this to the next level you have to want it more than breathing for it to last past the standard honeymoon period.  Take your list and reverse engineer the items on your list to include how much funding do you need, will you need help, how much time will it take and what steps can be taken today towards progress of completion?  Because a key part of keeping motivated is setting and completing tasks.  Without a plan of action that gives you a feeling of accomplishment on a regular basis you will fizzle out like all the resolutions of the past. 

   Okay, we have the true meaning behind motivation, steps to getting it & a plan of action.  Now for the tips to make it all work.  Positive, motivated, power connections find & cultivate them!  Accountability is hardest alone.  For a successful life in 2014 you need to surround yourself with positive and driven people!  Here is the last and strongest tip I can give you, “Do not envy what you desire”.  You cannot attract into your life what you envy; successful, positive, rich, joyful people.  So start today look into the mirror and say, “I deserve all that I desire and work honestly towards.  I am going to create the positive change in my life and the lives of others enjoying each sweet breathtaking moment of life starting now!”  ROAR!!

Kristi Kirkland – Answer Marketing Inc

Business Acceleration Marketing Firm
‘Adding Needed Solutions Working Every Relationship’

How much is enough?

Marketing it can make or break a company - so how do you know you are doing enough and where do you market?
Marketing is defined as:

noun: marketing

1.

the action or business of promoting and selling products or services, including market research and advertising.

I define it as:

2. the action by which your consumers build the trust and desire to use your product or services.  

So let's break it down to the first question everyone asks, 'How Much Is Enough'?  There are multiple variables out there and it factors down to not just time but the usage of resources to get you in front of your consumer enough times that when they are finally ready to buy your company is the name that pops up in their frontal lobe which is the part of the brain that is involved in movement, decision-making, problem solving, and planning! 

While every industry is different like say a restaurant can invoke through their advertising an immediate hunger creating a response to action while a harder industry like financial planning has to do a lot more strategic planning in their marketing to induce a return on their advertising investment.  Having said that a good rule of thumb is the 60 - 30 - 10

Hold on to your seat... the 60% is how much time you should be causing an action in marketing your business product or services!  In a 50 hour week that is about 30 hours of time devoted to getting in front of your customers.  This is a time & again proven fact for all successful businesses!

· Spend 60% on marketing and sales

· 30% on making or providing products or in service delivery

· 10% on administration and management

Or simply, prioritize your time as marketing - making - managing.

The exception to this is when you're in start-up. Since you have no customers (or very few) spend 80 - 90% in marketing and sales and 10 - 20% developing systems in administration and management. 

This 60 - 30 -10 rules transfers into other aspects of your business as well. 

For example, when it comes to Client Retention and acquisition, spend 60% of your time and effort on keeping and growing your current clients. Spend 30% on getting new mainstream clients in the short term and 10% on long term sales for those bigger projects or clients.  It factors down to the same story no matter the industry it is easier & more affordable to keep a client than to cultivate a new one.

For training, spend 60% of your training time and budget developing and enhancing your strengths;

30% learning new concepts; and 10% working on improvement of your weaknesses. I get asked all the time when attending a seminar for services I offer, 'Why are you going to that when you could be teaching it'? There's never a time when you have learned enough to stop learning more...

If you don't have a budget for training, I suggest you rethink this. Imagine how much more business you could grow simply by sharpening your edge and honing your strengths. I'm confident you'll realize a high return on your training investment. Fact is with the internet education is more affordable than ever!

If you have staff, spend 60% of your time on the superstar best performers. 30% on the high potential staff and 10% on the low performers. Just like enhancing skills, investing time and energy into winning opportunities will yield greater results than trying to improve weaknesses or poor performance. 

So how does this 60 - 30 - 10 rule translate out to an actual week?  In an average 50 hour work week, these percentages equal 30 hours sales and marketing, 15 hours providing products or service delivery and 5 hours doing administration and management.  

Are you having a bit of a reality check? Give it a try and you may be amazed at the result on you business. 

Next blog will be on Marketing Artfully! If you are needing to spend 60-80% on marketing don't you want to get the most bang for your buck? Make sure to subscribe so you get notice when it is posted! 

As always - AMI is here for you! 

Kristi Kirkland

Answer Marketing Inc

850-215-7667

When Looking How Do You Choose?

Yes, it's a deep subject as with all businesses when selecting a service to help you take care of things so you can continue to grow your business like a bookkeeper, advertising agency, product supplier, printer, office cleaner, or other industry it comes down to a few key things.

1. Price for what you receive
2. Value for what you bought
3. Knowledge - Expertise
4. Reliability - Trust
5. Continued Care

 Let's tackle them one by one and you will see a lot of these can be answered by those closest to you that you have already built a relationship with to help you find the right service provider.

1) Your first thought when adding an outside resource to handle or provide things you need to keep your business growing is for a lot of people the price.  Most will look for the bargains the service providers that offer 'The Best Rates' in town.  Be wary of this tactic getting a good price for the services you receive is not always about getting the lowest priced you're offered.  You know what it costs to maintain overhead if you receive a product for $50 do you sell it for $50?  You calculate your time, value, and overhead before putting a price on an item or service.  So when looking at prices received from the companies you need the services from consider several things before you decide how much you are willing to pay for it.

• How many things are included (Those nice little extras)
• What do others say about the value they received (are they getting more or less for their money)
• What kind of experience is the service or item backed by (It's not always about the amount of certificates on a wall) 
• Old saying still applies - 'You Get What You Pay For' if it's free or priced lowest are you getting the same value in some cases you do...   

2)  Your next might be to ask yourself how do you know if you are receiving a good value for the service or product?  This is a valid question for any of us that have bought something only to turn around and see the exact same thing for less.  Again, you have to ask yourself was the item or service being offered for less have as much going on as what you bought? 
Example:  You buy cleaning service from 'Ace Cleaning' for your office and it includes; Emptying trash, vacuuming, dusting, cleaning the restroom & windows.  This service is 2X a month for $150.
A week later you get a mailer saying 'Acme Clean' is offering the same list of services the same amount of times a month for $99...  Hold onto that first thought: "I NEED TO SWITCH" admit it you know it crossed your mind.
Let's look closer - in addition to the services offered by 'Ace Cleaning' they bring their own supplies
to clean your office with and they have a strong social media presence and put in plugs for all the businesses they clean.
While on the other hand 'Acme Clean' uses your cleaning supplies, has little online presence & uses it only to promote their own business. 
So look closer it is not always apples to apples when you are comparing companies.

3)  The intellect question... When you ask, does this company really know their stuff or will this product live up to its standards or the standards of your company?  I like to ask for recommendations if using a service or a list of companies that are using the product before buying.  This is not rude, this is smart business.  If the product is so great then surely others are saying how great it is.  If the service a company is offering is the best and they are stating they're the experts then again they must have someone willing to testify to this fact.  Ask for validation of their customer satisfaction guarantee.  

4)  Reliability and Trust - for me this is big!  I am willing to pay more for a service or product that will stand the test of time.  How many have bought a product (cell phone) and the first few weeks you're in love with it and then you experience electronic depression when it doesn't perform like it should.  That amazing new technology gets a one way ticket out the window.  Or on the service end you hire a company to take care of something you need and at first they are actively rolling out the red carpet & then leftover syndrome hits and you are no longer the brightest toy they have and the red carpet turns brown. 
Again, easily checked just ask for references to who has bought their product or used their services for more than a few months.  Look for longevity in the references, someone who has been using them for more than a couple months.

5)  Number 4 rolls right into Continued Care - When you first agree to a service or buy a product and the company falls over themselves to make sure you are happy (at least I hope they do...), doesn't it feel great.  How do you know if the company you choose will continue that care for the long haul?  Do your homework - ask others you know have used the company you are about to hire or buy from.  Research their company what are others saying about them, do they have past clients are they still singing praises even if they no longer need to use their services or buy their products?  No one wants to hire a service or buy a product and have the newness wear off after the check is cashed.

Word of mouth most of the time can't be bought if a community is talking about a company listen and let friends, co-workers, family, clients help you make the right choices in using other businesses. 

Visibility also a great tool for helping you decide on who gets your business.  If a company is all over the place and the feedback is 99% of the time positive, it's a good sign they are willing to back their business.

Price Point looking for value compared to price given, understanding it's not always the lowest offered that you want to run with.  Paying for good product or great service will connect you with a product or service you will continue to be happy with even after it's been paid for. 

Hope this article has helped you when needing to make a choice to purchase a product or service.  It's ok to shop around, to ask others and to require proof of value.  After all you worked hard for your money make sure when you use it that it's working hard to earn you more or bring a value to your business or life!

You Chose Wisely,
Kristi Kirkland
Answer Marketing Inc

It's all in the way you say you're the Best!

Thought occurred the other day that while I teach how to say your elevator pitch within the safe zone of a direct referral group it does not always translate in other situations verbatim. Sometimes what those of us that have been doing this all our lives know isn’t common knowledge for all.

Within a direct referral group we are allowed and in fact encouraged to get right to it and ask for the things we need to grow our business.  Nicely put within a direct referral group those that ask – receive.  Outside the team this works well with those people we have created relationships with; friends, co-workers, family, long term clients – as long as you were first in those relationships a giver.  But, if you are meeting someone for the first time asking them directly to give you a referral when they don’t yet know how wonderful you are might not translate so well… 

 So let’s use a moment to take our elevator pitch and turn it into something that is usable in any situation to generate a follow up meeting with someone that you might be able to turn into a client or a referral for a team member.

Parts that are usable and should be included inside and outside the meetings are your name & tag – use it often as you want them to remember you long after the conversation is over.

Now take it up a notch have you ever been introduced to someone that said what they do and it caused you to ask ‘what is that?’ or ‘Tell me more’ or ‘That sounds interesting’ – any kind of introduction to someone about what you do that causes a reaction in the person you are talking to or has them asking you a question is a great start!

Whenever you describe your services always explain how your business will make a difference to others. Explain it in an entertaining fashion – make it memorable. Show off your expertise in a personable way. Try to highlight your experience and your company’s strengths using testimonials. Ground your business concept with simple, realistic messages that will make an impact. Do not use jargon – or ‘sales talk’. Most importantly, pitch quickly. You never know – the person to whom you are pitching may have an elevator to catch. 

Let's take another moment to give a few radical ideas of engaging moments that stood out.  Take these and let your creative juices flow for your own industry! 

EX 1: I once met a chiropractor who when he introduced himself took out of his pocket artificial sweetener packets and tossed them on the ground.  What did that have to do with my spine - not much unless my health was being effected by the things I was eating that were causing underlying issues.  Well it caught my attention and I have never forgotten it.  That Doctor that threw the packets down now takes care of my families chiropractic needs as he has a business that takes care of not just the symptom but the root of the problem.  If a persons diet was poor leading to other health issues he wouldn't just do a spine adjustment and see them again in a week because it wouldn't solve their problem.  He'd in fact talk to them about ways to prevent and heal the problem. 

EX 2: We have an extraordinary member in one of Answer Marketing Inc's direct referral groups and his stature has in his past caused him a few troublesome days.  Now he puts it to good use by standing on a chair whenever he has something he wants to say. It catches all our attention every time and keeps our attention for his entire elevator speech.  Using what you have or don't have to your advantage to get a point across is always a way to make sure you are remembered long after the business cards are forgotten.       

Ok, so what makes you special - don't be shy write them down and be proud you are unique! Now give yourself a pat on the back for having services you can offer that make you a valuable person to know! 
Remember practice saying positive things about you and your services as the more fluent it is the less sale pitchy it sounds.  Try it out on friends, your team mates or family and ask for critique.  If they don't like it you know you need to tweak it a little more.  
Now here's the key - when talking to someone ask them what you would want someone to ask you about yourself or your business...  Did a light bulb just pop on?  It should have....  The key to any great conversation is asking others what you would want to be asked, LISTENING to the answers and then being ready when they turn the question onto you.  You've practiced it - Tested it out - & Perfected your response as to what makes you 'The Best'.  Now when they ask it comes out as matter of fact and you have a great foundation laid for business.  

List your Qualities, Practice, Ask, Listen, Answer, Connect!

   

Increase Your Local Business Search Results

Are you still dragging your feet about getting a presence on the web or have you set up a basic profile on a few social media platforms and are asking yourself, now what? It's a brand new day guys and statistics say majority of consumers are researching on-line before they buy.   

What does your on-line presence say about you?

As business marketing becomes more competitive, making your online presence and other marketing efforts as powerful as possible should now become part of your total marketing efforts.  For all concerned more and more customers now go online first to find what they need locally making sure they find you and that something concerning what they find generates a call or visit is vital. 

The question now is: Will yours? 

Here are few things you can do to improve your chances of being found in the most cost-effective manner:

Top is not always best

Many online advertisers have been conditioned to believe that first position in a search ad results page is the best way to go. But it may not be the best value. Slightly lower positions in the paid search results (also known as SEM) can produce better, more cost effective leads. The reason is that the lower position will cost less per click, but still get you on the first search results page. The best approach is to test. 

Juice up your profiles

Local businesses with detailed online business profiles – including their products and services – get better results. Trouble is your business probably has profiles in more places than you know. Make sure your online listings are complete – including not just your location and hours, but as much detail as you can get in about what your business offers and what sets you apart from others. If you have a business video, include that too, along with your social media connections. A great way to monitor how your business appears online if you don't have the time to supervise it yourself is to use a reputation social media management service.  Ask around and do your on-line research as well before choosing a company.

Focus your spheres

A common mistake that local businesses make online is spending money on ads that appear outside their service area. By using locally focused websites, services, you will get more bang for your advertising buck.

Check it “check-in” services

With location-based or “check-in” services and applications, customers create a profile and sync up with friends by “checking in” when they visit a local business. Participating not only helps you get found, it’s a great way to reward customer loyalty. Look into Foursquare, Gowalla, Facebook and Google Places. 

G-Target your website and ads

G-Targeting, short for geographic targeting – means customizing your pitch to a specific city, state, region, profile or even neighborhood. One technique is to make sure your complete business address appears on every page of your website. The content on your site and in your ads and directory listings should also mention your city, as well as neighboring cities and neighborhoods that you want to cover or do business in.

Make it work for Mobile

Search engines are starting to give higher scores to business websites that include a “mobile optimized” version. The main rule for a mobile site is to keep it simple.  Having location keywords (city, neighborhood, street, etc.) are especially important to people searching for you on a mobile device. 

Get your social media platforms in order

Having an active presence in social media is vitally important for local businesses to connect with customers. At a minimum, make sure you have a Facebook business page and consider other networking sites such as LinkedIn, Merchant circle, Twitter and more. Make sure once on to keep active - don't use a roller-coaster as your guide.

Reach out and ask

Not everyone has the time to work their social media platforms or to find connections that will help them spread out.  Check with local clubs, organizations, groups, chambers for groups or teams you can join that will get you the return you are looking for.