MoxieWorks

Relationship Marketing Our Way

I love Ted Rubin. I do. He is smart, engaged, and he believes in relationship marketing as the primary source of connecting consumers to products. It is as if he and I drank the same marketing Kool-aid. When I as with Carlson Marketing Group our tagline was Relationship Marketing Matters or some other thing - so I have been doing this a long time... this relationship stuff.

So, where do Ted and I differ - you KNEW that was coming.

I believe that relationships shouldn't be based on getting something. See, he says Return on Relationships #RoR... which is such a guy thing. They want something for the dinner they buy you. Ladies, you KNOW what I am talking about.

My take is that you engage in relationships with people to expand your reach of your brand, learn from your customers or targets, and practice engagement - we are constantly practicing how we engage with other people. That is what the continued practice of relationships is all about - learning and growing.

Sure, we want people to like us, we are ALL a little bit like Sally Field in that respect, but the ultimate goal should be that we are making connections. Those connections should someday connect you to something that matters, but you can not predict that and you can't have that as your ultimate goal. You need to build relationships because you see the value in doing that even if you don't see the payoff.

This is a primary difference I see with men in marketing and women. As women we understand that if we build a good base of relationships on and offline we can see the web that is being built. It is a slow and laborious process, but we value that process as part of the work that we are doing. We don't expect to catch every fly in that web, in fact, we might not catch any, but we might hook onto something that becomes integral to our work. So in so, might know so in so, that connects us to so in so, which equals a bingo!

Bottom line? I believe that if you are building relationships to get something you are already losing - we will see through you. Be real, make real connections, spend the time, and the payoff will happen.

Bossypants Review

Bossypants by Tina Fey
My rating: 3 of 5 stars

I love Tina Fey (well, I love Amy Poehler more, but so does Tina Fey) and what I was reminded by reading her autobiography was that she was the screenwriter for Mean Girls! Of course! It is so obvious when you see her work, but I totally forgot that. That movie and the book it was based on has been a big part of how I view office politics and how women treat each other - and this book goes into that a bit as well.

What I love about Tina (and Amy) is that they aren't here to be cute, sexy or charming in the obvious sense of the word - they are here to make you laugh (and think). That makes them smart in my mind. I get tired of the "funny" girl that is staged with two other funny guys - which seems to be the way most TV is portrayed. Women are funny in their own right - even when they aren't doing typically funny women's things. It is complicated, but when I read her words I feel like she is the new breed of feminist. The kind that sees gender disparity, but also sees other disparities in the work/world place. And because of that she can take things through her lens and make you laugh.

The best part of the book, for me, was when she breaks down what doing improv at Second City (the cult) taught her for her life skills - not just on stage:

Agree: start with an open mind (don't immediately find why you can't do something, consider the possibilities)

Say Yes, and: "Add something to the discussion, contribute. Your initiations are worthwhile."

Make Statements: As women we tend to not make statements and instead talk with question marks after everything. Instead, say what you are really doing, what you really want, and where you are really going.

There Are No Mistakes, Only Opportunities: "In improv there are no mistakes, only beautiful happy accidents." (Maybe that can be said for life too.)

She also has a great section where she works at a summer theater group and works really hard to not get her ex-boyfriends girlfriend a part in a play. She admits now that it was a crappy thing to do and that women can not do that to one another in the workplace.

Lastly, I loved her take on the idea that there is enough for everyone. The world seems to run on scarcity tactics. (Not enough jobs, not enough parts for you, not enough ways that someone can succeed, basically the evening news.) And she blows the lid right off of that - there is room for more than one woman in a scene, department, company... there is enough creativity to keep going, there is enough... in fact, there may be so much that we can't envision it. Living in that scarcity place makes us mean to one another, but opening up to the possibilities makes it all seems a bit more tolerable.

Sure, the book goes on longer about SNL, 30 Rock, and Sarah Palin, but that isn't really where the meat is - it is in her ability to translate her experiences, however raw, into the way she is embracing the world for herself, her daughter and the women she works with. Inspiring stuff - and a good choice if you are sick of poorly written business books to motivate you.

View all my reviews

Partner Spotlight: Susan Campbell Copywriting Solutions

I have had the distinct pleasure of working with Susan Campbell of Susan J Campbell Copywriting Solutions on a number of projects.

Currently we are working together for a client to produce compelling marketing for PortAnswer.com - a great project with a great client. I brought Susan in when I realized that the technical writing exceeded my expertise and she has flown with it! When we both had a moment I asked Susan a few questions:

What is your favorite part of working with a client?

I love to explore their business focus, learn about new topics and improve upon my skill with each project.

How do you help clients see your value?

Clients see my value by the increased traffic to their sites and positive responses to the content I create. They also see action taken as a result of the approach used in their website content, blogs, social media, etc. If it isn't contributing business value, I'm not doing my job.

For someone getting started in copywriting what would advice would you give?

Learn as much as you can, but be honest about your limitations. If you don't know anything about training leprechauns, be ready to learn everything about it before you write. Also, never criticize the individual who came before you - take a positive spin on improving the content to demonstrate your professionalism.

Thanks, Susan! I feel immensely blessed that I get to work with Susan and highly recommend her for your copywriting - seriously, the words really do matter!

Looking for Small Business Rock Stars

I am looking for new blogs that deserve to be in my Small Business Rock Stars Top 10. Do you follow a business blog that rocks your world? Are you looking for a certain kind of blog? I can try to research it.

I am a HUGE user of Google Reader and find myself looking at the same blogs over and over. It is time to find something new, something inspiring.

So, tell me, what inspires YOU in your business? What are you reading?

Flickr Photo: PatSands

Relationships Matter in Small Business

I truly believe that humans have not evolved enough to not take relationships personally. Which, for you in small business, is a good thing! People want to buy products and services from people they "know". So, how do you really build relationships that aren't superficial? With all of the social media platforms it seems like you can just go out and shout your message - you can't! That isn't the way to build a relationship.

Consider this: a guy wants to date you and starts getting all John Cusack on you playing his boom box out your window each day with some meaningful sound. He doesn't really talk to you, he just shouts at you from outside. Is that the guy you want to have a relationship with? Ok... maybe you do, he was kind of cute in that movie.

But what about the guy on the corner in the gorilla costume waving the sign... does that make you want to buy anything?

I doubt it.

Instead, we need to be taking the time to create real (notice I didn't say authentic - because just using that word makes me feel un-authentic) relationships. I am much more likely to try out a new software, dish soap, or carpet cleaner if someone I "know" told me about it. I say it in quotes because people get hung up about knowing you in person and just knowing you online - I think both are really valuable. I have made tremendous friends, colleagues, and business contacts with people I have never met in person. Granted, if I know you in real life in the flesh I will listen even more. But goodness, you can't get to know everyone that way.

Some first steps to creating real relationships:

Don't sell me something. Seriously. The reason Anthropology works for so many women isn't because they are screaming buy me - it is because they have courageously crafted their catalog into a world we want to live in. They invite us into that world and then, of course, we want. They are not shouting at you.

Be yourself. Don't try to be someone you aren't. If you aren't a glamorous, diamond wearing diva don't pretend you are. If you like nerd folk music, vegan food, and crafting with wool - let that be who you are. It is REALLY hard to create relationships when you are faking it.

Ask questions. So, you are hanging around on Twitter at 8pm when you should be doing the dishes or prepping for tomorrow. Why don't you use that time to ask questions? Ask a someone you follow a specific question, ask a general question, connect 3 people you follow and ask them a question as a group. As a mom, more then as a marketer, I know that the best conversations have started when I ask open ended questions at the dinner table or in the car. Things that take more then a monosyllabic answer.

So, stop shouting, stop selling, start listening, being you, asking questions and connecting in an honest way... I bet you sell a few things.

3 Blog Posts A Day

Seriously. That is the key to building the blog traffic you crave. 3. Posts. A. Day. As you can see I fail at that here. I am lucky if I can do one post a month. That is going to change. I am passionate about small business and small towns and so you are going to see more content here.

Will you see 3 posts a day. No.

But if you are serious about building your traffic that is what it takes... let me know how that goes for you... and remember you still have a business to run.

In the meantime, I will be focusing on:

Project/Client Spotlights: Letting you into my world a little

Small Business Tips (#smallbiztips): Everyone likes easy to use small business tips

ZenWork: Working smarter and kinder in the business world. You will find productivity, to do lists, and other tips here too.

Small Town Marketing: I will focus on working collectively, resources, and what it means to market a small town.

Things I Love: More from what I find around the web that makes me do the happy dance.

3 posts a week, I don't think so, but more content that is, hopefully, meaningful to you and your business.

Flickr Photo: Daniel Henriquz

The Handwritten Thank You

I know what you are saying. You don't have time. You are too busy. You think it is old fashioned. You are wrong. When you take the time to write a handwritten thank you note you are saying that you mean enough to me to get off my devices and think just about you. They don't have to be on the "right" stationary, they don't have to be perfect, they don't even have to be terribly timely. They just need to be done.

When is the right time to send a handwritten note?

• After particularly good service
• When an employee/volunteer does an exceptional job
• When you notice something someone did that goes above and beyond
• After a long time of working with someone - just to remember to say thank you
• Notes of encouragement to colleagues, other business owners you admire who might be struggling, employees - anyone who needs a note telling them it gets better
• After a large transaction - send a thank you to the sales person/company for helping you through the process or the other side when they buys something huge from you

There are so many things that scream thank you that there isn't any right occasion.

How do you get into the habit?

I buy packs of blank notes or thank you notes at Target when I am looking at their sale items. Sure, as a designer I could do my own, but I want to have them on hand and not worry about having my own done to get something in the mail. My goal is to send all of the cards I purchase that year. So, I probably send 40 thank you's a year. That isn't very many to make the job too time consuming. And I feel it makes a difference in how I see my business world - I am truly grateful to have my team and taking the time to thank them matters to me.

Another way to get into the habit is to buy cards and have a quota a month. Maybe 3? Sure, that seems forced, but face it, you aren't doing it now so a little forced thanking won't kill you. And eventually you will just start to do it.

Photo: Love these Etsy Cards from PeekabooCollective

Biz Blogs I Am Lovin'

Are you trying to figure out who your ideal customer is? You should be. Sure, you can sell your product to anyone, but if you are purchasing advertising, looking to sponsor events, or just building your sales pitch you need to know who your product is geared too. Lisa Lights a Fire has a fun post where  Carolyn Sewell took the idea and transferred it to a doodle sheet. Print, doodle, visualize your ideal customer. (Attention: this applies to crafters, bloggers, farmers, clothes designers, magazine editors, software developers... anyone doing anything that they are selling to other people.)

Over on Open they are talking about slogans with Scott Ginsberg. I love "Send love letters, not pitches" it is brilliant. You don't want to send nameless, faceless pitches blindly to people - you want to build a relationship where they are as into you as you are into them. Smart.

Last, Kelly Rae is offering her course Flying Lessons. She is one of the smartest art professionals I have watched over the years. She creates a product she loves, it connects to women immediately, and she has successfully built her business in ways that could be replicated - perhaps by you. I highly recommend at least reading the blog if you aren't into the course.

Facebook Builds Relationships

Facebook for marketing? You bet. If your demographic is women, Facebook is the place to be. The amount of women 20-55 years old grows leaps and bounds each month. They are hooking up with their favorite brands, friends, families - it is where they are bonding.

My thoughts on Facebook before I went to the workshop with Lela was to keep it small and to keep it tight. Just people I really knew. Just people I wanted to really see my stuff. I deleted a bunch of people. Sorry, I didn't mean to hurt your feelings, I was just reeling it in.

After the meeting I realized how wrong I was. Facebook is a tool for connecting and bringing it up a notch from Twitter. If I want to get to know you better I should add you to Facebook. If I want to share more of myself and learn more about you we need to connect there - you can just do more on Facebook.

For example, if you are hosting an event and you want to invite people - you can only invite people that you are friends with. Even from your business page. So if you only have connected with 30 people that is all the invites you can send. Sure, you can make it public and they can invite people, but really, who does that? So, your reach is only as good as the number of people you connect to.

Another example, let's say you are following a reporter on Twitter - and they cover the beat that your business is in. You can definitely send them an invite on Facebook and say, "hey, I just wanted to get to know you better. I really like your work." Chances are they are going to connect. And you have moved the relationship up a level.

My advice on Facebook is that you have a page for your busienss/blog and a personal page. You connect personally with your customers, friends, people you meet at conferences, etc and you start to include them in your world. It is ok if they see photos of you at the beach - you are becoming friends and that builds the relationship. Really, I promise.

Expand your relationships should be the mantra to growing your business - because, really, people do business with people they know. And people want to know you, the work you do, your ideas, and what makes you happy dance all over the place. Really.

Check out what EvolvedMommy has to say about making real connections online. She was in Lela's class too - and obviously we learned a lot! I know that Chris Brogan is dropping Facebook - but he's a guy and he markets to guys and they are all on Google+ right now... more about that another day.

Flickr Photo: David Domingo Creative Commons License

Social Means Social

Last weekend I went to WordPress Camp with the hopes of learning WordPress. That didn't quite work out as expected, but I you can read more about that on my life blog. Instead I learned something I thought I knew about social media, but I didn't.

I went to a workshop led by Lela Davidson, author (Blacklisted from the PTA), writer & speaker about not being overwhelmed by social media. She was supposed to talk about not letting social media consume you, I think. But what she really talked about was her way around social.

"You have to be social in social," she said. That seems obvious, but how many of you are just spewing out things on Twitter? I always say that Twitter is like a cocktail party where you walk in and it is buzzing and you leave and it is still buzzing. How would you act at a party? Would you just spew out sales? Shout out news? Or would you honestly try to make some connections?

I say make connections.

But, and this I learned from Lela, follow everyone.

Sure, I was one of those that was only going to follow the select few. I was only going to let my pearls of wisdom be shared by people I knew or wanted to know. But she quoted Guy Kawasaki (who I swear I met once when we lived in San Francisco, but I could have dreamed that.) Anyway, Guy said you never know if LonelyBoy15 is the next Mark Zukerberg. You don't know if that guy is the one who is going to go gaga over something you said and be your ticket to the next big thing. So follow him and every other person who wants to be followed.

And she is right. (Did you hear that Lela? You are right.)

I was wrong. (Now my husband is probably listening, as I don't say that very often.)

Twitter is where you sparkle out some gems, retweet some pearls, connect in a superficial kind of way to the whole party. You are the life of it and so is everyone else. Have a great time. Make some new connections, that is what being social is all about. Be social in social!

Then you take it to the next level... Facebook. More about that next time.

Until then ... follow me on Twitter and let's have a grand old time being social.