A Tribute to my Dad
This week, Penworth Marketing is celebrating its 8th year in business. I have so many people to thank for that… my awesome clients, my husband, my friends and family, my amazing team, those that support me, mentor me, partner with me, refer others to me, and most of all… my wonderful Dad!
Even though he’s been gone for almost 20 years, his wisdom still guides me today. He wasn’t around physically when Penworth was started, but he definitely (even to this day) plays a big role in how we conduct business.
My Dad owned his own business when I was growing up and I remember him letting me “help” him at tax time. He would take out all his receipts, a big old-timer type of adding machine, and a big yellow tablet (to recalculate manually to check the machine : )
It was during these moments he taught me a lot about running a business. We would start going through all the paperwork and he would chuckle when looking at certain notes. I would ask him what was so funny and he would start telling me a story about one of his customers that just came to mind.
He would share so many fond memories and you could tell his customers really brought him a lot of joy. That’s when he would say, “do what you love and share your passion with everyone, and in everything you do. That’s where you’ll find true success.” I now understand what he meant by that statement.
So, in honor of my Dad, I would like to share what I picked out as his Top 3 Pet Peeves in running a successful business (which his was!).
1. Be honorable in all your dealings. It seems now-a-days a lot of businesses tend to be better at pitching the sale instead of doing the work. Being honest about your capabilities will sometimes lose a deal to a competitor, but at what cost? It won’t be long before the truth becomes evident and the deal will go sour, anyway. So, keeping your honor in check is a great “return-on-investment” in my book – always.
2. Be selective in choosing your audience. This goes hand-in-hand with the first pet peeve. Going after the wrong audience will most likely hurt a business more than help. Here’s why – let’s say you sell products and/or services that are in the middle price range, and yet, you are attracting “bargain shoppers.” If this happens, you often wind up in negotiations more often than you’d like. Even worse, you will probably receive even more complaints (because bargain shoppers can be tedious to deal with), and very few (if any) will send you any referrals. So matching your products and/or services to the right audience is not only crucial for success, but for profitability, too.
3. Never over-promise, but always over-deliver. I know, we’ve all heard this one before, huh? And yet, so many businesses do just the opposite. The true value (and excitement) comes when a client’s expectations are focused on one thing and the outcome is ten times sweeter than they expected. Going that extra mile can even give your clients “bragging” rights where they are delighted to share with others how much they love dealing with you. So it’s wonderful to include some real unexpected surprises that no one else is providing, and in return, gain a lot more referrals.
Of course, there are lots more my Dad taught me about running a business, but for now, these are the ones that make the biggest impact in my life (both personal and in business).
Miss you, Dad, but you’re always in my heart,
Daddy’s Little Girl, Your Carm
Marketing Find: Click-to-Call Website Buttons Create More Sales!
One health products company spent millions annually for online marketing. But the results weren’t great. Less than 3 percent of those who clicked on the online ads went on to place an order.
They discovered that the percentage went up considerably if the prospective customer spoke with a person who could explain a product and how it was used. Those calls resulted in 20 percent of clients placing an order.
The company signed up with Marchex, an organization selling mobile advertisements that automatically connects smartphones to a call center.
With this program, and others like it, cellphone customers can instantly go from an online search engine ad to a human being.
With the human connection, browsing customers turn into paying customers who order more in the future.
Google also has an ad program for cellphones. The click-to-call program evolved from a stepchild project into a major initiative. An estimated 500,000 customers now use it, say technology experts at Bloomberg Businessweek.
When a smartphone user visits a website with advertising, or searches Google, the ad or website can include a phone number. When the user clicks the number, their phone dials the seller. Marchex and Google only charge advertisers for calls that are of a certain length, filtering out telemarketers and wrong numbers.
Some companies are increasing their number of such ads, but the plan doesn’t work out for everyone. Other companies didn’t like it and quit using the system.
Both Google and Marchex sell similar ads for desktop PCs, but customers have to pick up the phone and dial instead of clicking. Both companies are now working on a way to route PC-based calls so callers speak directly through their computers.
Could this be something your business finds useful? If so, please be sure you post your findings below in our comment section.
Cheers to all,
Carmen, “The Publicity Diva”
Great Quote of the Week: “Creating Opportunities”
I read this the other day and thought it would be something nifty to share with my friends*. Enjoy!
“If you want to succeed in this world, you must make your own opportunities as you go along. The one who waits for some seventh wave to toss him on dry land will find that the seventh wave is a long time coming.
You can commit no greater folly than to sit by the road side until someone comes along and invites you to ride with him to wealth or influence.”
- John B. Gough (1817-1866) British-born American philosopher
*I would appreciate you sharing this with your friends and connections! And if you have some great words of wisdom you’d like to share, feel free to post them here, too!
Warmly,
Carmen, “The Publicity Diva”
Ways for a start-up blogger to publicize their new blog
New blogs pop up all over the internet each and every day. But most bloggers seem to have trouble finding the right kind of traffic to their new site and get tired of posting over time to a non-existent audience. When this happens, the new blogger tends to lose momentum and will typically quit posting before their blog even has a chance to bring in new fans. So the answer to this question is very important for the new blogger to understand in order to build their readership from the very beginning. What I’m covering in this article is what I classify as my three key areas to address in helping you gain a following and a real buzz about your site.
1. Key area #1 pertains to the way a blog is built using the proper plugins and functioning widgets.
If you are wanting real “social proof” you have to show other readers that you have readers, too. I know this sounds strange (since you don’t have any, yet), but you should always prepare for (and encourage) your readers to post comments on your blog, first. Find a plug-in that shows how many comments you have at the top of your post. I know this sounds scary in the beginning and you’re probably thinking – “what is this going to look like to others visiting my site?” But, trust me, when you get comments coming in, this one step will entice others to want to “stay and read” what you have to say. It gives your site more credibility, too. The same thing goes for the Facebook “Like” and Twitter plugin. If your readers know you have a large fan base that is commenting, “Liking” and “Retweeting” your posts, your messages will get shared more freely. Showing these buttons on the top of your posts sends a subliminal message encouraging everyone to engage with your site.
Speaking of sharing – the best way to get your readers to share is to offer the right tools for doing so. At the end of each post, add a plug-in that allows your readers to share. I use a plugin known as “Sexy-bookmarks” and it allows me to add lots of sharing tools after each post. What’s even better is that it allows the reader to use the print button to send the article to their printer or convert into a pdf format. Really cool, I must say!
For even greater interactions, be sure to add a sign-up form on your site. The best way to get subscribers is to offer some type of gift for signing up to receive your updates. Some great ideas include e-reports, videos, audios, e-classes, or anything you can come up with that would be of interest to your readers. Also allow your readers to sign up through an RSS feed, too. Giving them options as to how they would like to receive your information will result in higher readership.
2. Key area #2 deals with finding large audiences to publicize your site through.
Now it’s time to get serious about finding your perfect audience. In order to do this effectively, you should know your audience well enough to know their specific interests. Think about other types of industries that cater to the same audience without competing with you. Some examples might be a dog groomer and a veterinarian, a beauty shop and a day spa, or a CPA and a financial planner.
Next, find the top bloggers, (with very large audiences), in these industries and visit their blog. Another industry to team up with would be any famous type bloggers your audience already reads (maybe some television and radio type bloggers). Creating a beneficial “joint venture” with these types of bloggers can be golden, if approached correctly.
Finally, to partner with such a blogger will take some carefully planned strategies. Keep in mind; you do not want to annoy them by blatantly marketing your site before they have time to get to know you. It’s best to have a strategy that would benefit both parties, otherwise you could get banned from their site if you don’t follow their rules. Start out slowly by reading their blog first, then join their reader list, and lastly, start making comments on their posts. If you comment frequently enough, you should ask them if you could post an article their readers might enjoy. The main thing when doing this step is to be patient and remember the rewards of posting for all their readers to see (with your site information listed), can be a huge payoff in the end.
3. Key area #3 is all about getting the word out to everyone.
When posting your articles and information on your blog, set up an “auto-post” to other sites. There are many plugins available that will take care of this task for you – Ping.fm, OnlyWire.com, Hootsuite.com, and one of my favorites, LinksAlpha.com. A word of warning, though – when auto-posting to your social media sites, be sure to post the other way around on Facebook, because Facebook ranks your posts higher when your posts are automated through their apps, instead. But, the other social media sites don’t seem to mind either direction – so auto-post away on these.
Search engine optimization keywords should be added to each post (an each page). There are plugins available to help with this task, too. To find your perfect keywords, try using the Google Keyword tool. It not only helps you find the right keywords, but directs you to other words and phrases most often searched for by your readers. The plugin I use for my SEO is the “All in One SEO” plugin. Of course, there are many more available, just be sure to use one that prompts you to fill in your optimization on each post.
Lastly, you should submit your site to all the top blog directories. There are many directories in which to add your site and an endless amount of these are useless. A good way to start is to check out a few of the more credible directories through searchenginejournal.com. They provide links to some of the best blog directories on the internet and their list is compiled fairly often. Of course, you could also use some blog directory posting software; just beware of the ones that list your site in directories that seem to get blackballed with Google. Being listed on one of these sites can be deadly to your ranking, too.
Well, that’s just a few of the startup tasks involved with developing (and publicizing) your blog. Although there are so many more strategies to use as your blog grows. So I’ll be posting more information on this topic from time to time, which is a good reason to sign up for my updates.
And, for those of you that would like help with your blog (and blog traffic) immediately, contact me to discuss one of my blog services – either my “complete, customized blog development” services or my “blog review and suggestions” consultations.
Here’s to creating your own fabulous blog buzz,
Carmen, “The Publicity Diva”
How do you become a famous photographer?
This is a question I was asked to answer for Task.fm. So, I wanted to share my answer with everyone…
This is a very tough question to answer in just one simple article. However, I believe the fundamentals should be fairly simple to follow. So, I’m answering this question in several parts because it’s not just about the “how,” but also about the “why” behind what you do.
First, let’s take a close look at your photography skill level. If your photos aren’t “speaking” to others (or moving them in some way), then you should address this area immediately. If your strength is not in taking some amazing pictures, a higher level clientele won’t use you. If you are just starting out, this is the perfect time to take some classes, practice your craft, get feedback from others, and invest in the right equipment. But, for the sake of this article, let’s assume you are at the level you should be to take it to the top.
Your next issue will be in knowing who makes up your perfect audience. This is the one area that gets tricky and stumps so many business owners. A lot of people make the mistake of thinking that “everyone” is their audience. But, if your desire is to be a famous photographer, you should be very choosy about who you want to attract (even in the beginning). Dealing with the right type of clientele from the get go will often set the tone for what type of people will seek you out. An example of this would be – if you start out taking pictures of babies or family portraits, this is what you will be known for… forever. But, if you start out taking photos of celebrities or what we like to call the “in” crowd, your reputation will establish you as the “expert” at what you do… from the start.
Most businesses, including photographers, will typically start marketing using the same techniques used by everyone else. Although this may sound logical, doing so will make you appear the same and not set you apart. And, given you want to be a famous photographer, that’s not good! It’s very important to stay focused from the beginning in order to build a high-profile image of your business.
So instead of offering a “free” sitting or advertise in the local papers, think of ways that are unusual and targeted to a higher clientele. Some ideas to get you started might be getting active with some of the local charities higher-profile people support. Another idea would be to display your photographs in a photography art exhibit. Very few photographers take the time to exhibit in these and they are perfect for meeting some very elite people.
Speaking of local elite audiences – find your local celebrities and hang out where they hang out. This might be news anchors, politicians, CEO’s of big corporations, sports figures, etc. If you do a little investigation you’ll find the “hot spots” where these high-profile people gather. A lot of times it’s just a matter of finding a well-attended event and taking your camera to snap some photos. If your photos are exquisite, you best believe any celebrity (whether local or international), will want to see the results. In turn, if you have established yourself with this crowd, they will definitely be willing to hand over their contact information.
So, what do you do with all these celebrity type photos if they don’t purchase? Well, this is how you build a great portfolio. Just think of the image you’ll present when showing others your work!
One last item to think about is keeping “you” in the spotlight, too. While you’re hanging out with all the “celebs,” be sure to get a picture of you with the celebrity, too. This makes for a great mention in the press and will keep you in the news, too.
So, as you can see, there is a lot of strategizing that should be done, and protecting your image is crucial for reaching your goal. It’s not merely a marketing, publicity, or business decision to become the best, but more a combination of everything with the right purpose in mind… right from the start.
May all your dreams come true and your fame become huge!
Carmen, The Publicity Diva
P.S. If you’d like to view this answer on the Task.fm site, go to http://task.fm/2011/11/how-do-you-become-a-famous-photographer/
Why do people become famous for short periods in their careers?
Have you ever wondered why some people become famous and stay that way for a long time, while others (seemingly just as talented – sometimes even more), experience more fleeting fame? Then you’ll want to read my answer to this very question that I wrote for the Task Expert site.
Here is my answer to this question:
First let’s look at the typical process of becoming famous. A person can be very talented in many ways and yet never become famous. The flip side of this can also happen, where a seemingly untalented person becomes famous and stays that way for a very long time.
Looking at these two different scenarios, you might wonder why one over the other, right? Well the answer often lies within the following factors – sometimes being in the right place at the right time, knowing the right people, just being very lucky, having more talent than others, etc., etc., etc. But the number one reason others become a fan is they like who you are. And knowing one’s appeal to others and then delivering whatever they find intriguing (and entertaining), will determine your staying power. Remember, your talent is whatever your fans believe it to be – whether singing, dancing, acting, or even being obnoxious. If they find you fascinating (and talented), it doesn’t matter what the rest of the world thinks. They will be true blue if you deliver whatever they believe to be worthwhile.
When you think back over history, there have been so many overnight successes that have not had true staying power. The ones that have stayed in the limelight for any length of time, have had a real understanding of their audience, why they are fans in the first place, and what keeps them hanging around.
Think of it this way – if a product has a high “supply and demand” ratio, it will no doubt be a highly profitable item to sell. The same goes for people – if others become a true fan and the star always delivers what their fans expect, their star power will continue.
Of course, the other side of the coin is the publicity side of things. Anyone in the spotlight that would like to stay there should know how (or hire someone who knows how), to mesmerize the crowd with mystery and plenty of public appearances. Getting in the news (whether in a good way or a bad way), is essential to becoming a star. But staying in the spotlight is even more crucial (and a lot harder to do).
A lot of stars forget about their loyal fans after they become famous and disappoint the crowd one too many times. And if they are (or become) too difficult to deal with, a lot of opportunities will start passing them by. This is often when their popularity diminishes and their fans move on to someone that intrigues them even more. When this happens, the star often becomes frustrated as to why others are treating them differently and then become even more difficult to work with and start making unfruitful demands that drive their fans even farther away. The only tactic at this point is to implement a really good public relations campaign to regain their popularity. We call this “making a comeback,” and if done correctly, can be very powerful in regaining their fame (and that much prized fortune).
So, my advice for maintaining your “star power” would be – develop a strategy to stay on your fan’s radar and give them what they find intriguing that makes you a star in their eyes. And by all means, stay highly visible, in the news, and rub elbows with everyone that can help your career along. Always remember to treat people with respect, because this will get your foot in many more doors. Even if your “character” is being obnoxious when playing your “part,” doing so in front of those that can help you get ahead is just plain suicide to anyone’s career.
To your fame, or infamy, whichever fits you best!
Carmen Wisenbaker, “The Publicity Diva”
Does fear hold you back or push you forward?
How does fear serve you?
This question really comes into play for me at this time of year. You see, this is when I start forecasting next year’s marketing agenda and goals. And, of course, when I look at where I desire to be in the next 12 months, that’s when fear rears its ugly head. The first thing that pops in my mind is, “AACK! I can’t do that… I’m too scared to pull it off!”
Thankfully I’ve developed my “other” inner voice inside that “talks” to the other fear-stricken voice. This is the voice that helps drive me into completing my enormous tasks.
You might ask why this would be important. But, I know if I don’t act on some of my “To Do” list now, I’ll never get to where I plan on going.
If you ever find yourself in this dilemma, here’s a technique I use:
- First, I write down my goals.
- Then, I list all the tasks to complete each one.
- Next, I break these steps into “baby” steps.
- And finally, I jot down who I know that can help get me achieve these goals.
Of course, finding those that might be able to help is the most exciting part. The reason I say this is because I then start thinking of how I might be able to help them reach their goals, too. That’s when the magic happens! At this point it becomes a win-win for all parties concerned.
See, there it goes again! The fear is now suddenly gone! Bring on 2012, I’m ready for the thrill!
Can’t believe Christmas is almost here, either!
Carmen, “The Publicity Diva”
The real (surprising) reason why some customers leave!
When business is slow, it’s easy to think customers have moved to cheaper products or decided to do without the services you offer altogether.
However, it’s a good idea to survey present and recently departed customers in order to check the pulse of your business, particularly during such times.
You’ll probably discover some customers didn’t like the level of service provided. I know that’s not pleasant to hear, but complaints of any kind are good. They give you a starting point for improvement.
Many former and present customers are nice people who don’t want to complain, and these are the exact people you need to talk to.
Studies have shown that for every person who registers a complaint, there are a couple of dozen others who don’t say anything at all.
So, something as simple as having conversations with your customers will show that you really care about them and they will be more loyal to you in the future.
Oh, so true!
To your success,
Carmen, “The Publicity Diva”
Getting Publicity Without Annoying the Media
Reporters often write stories about local businesses for their newspapers. In order to get that free publicity, you have to know how to talk to a reporter. Here are a few things to remember. 
~ Don’t call a reporter to say your business is just like the one they recently wrote about. That’s not interesting and the reporter won’t come by to talk about the similarity.
~ Do you have a new angle on how you operate? Even if your business or process isn’t new, maybe your customer service, super-fast delivery time, or dedicated workers would be interesting.
~ Forget telling about the other places you’ve gotten press. You really have to have something new to say.
~ Who is the reporter’s audience? Maybe you have something relevant to tell that audience. It could even be a human interest angle.
~ Make yourself part of the story. Your trials, tribulations and experiences as an entrepreneur when you were getting started, the lessons you learned, and your character-building moments might also make a great story.
The audience wants to feel the emotions involved, and they want to learn from your mistakes and successes. Always keep that in mind.
It has been said that everyone’s life is a story, and yours might turn out to be a better one than you realize right now.
I say go for it… but in the right way!
Carmen, The Publicity Diva
Author, Speaker, Marketing Gal and Press Agent with Penworth Marketing and Publicity
Website: www.penworth.com ~ Blog: www.ThePublicityDiva.com
Chuckle for September 19th
This week’s chuckle…
“If your wife ever asks you to meet her at Pilates… don’t! It’s not a pizzeria.”
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