tag:blogger.com,1999:blog-131048462024-03-24T23:09:06.743-07:00Marketing Secrets from the Serial EntrepreneurMarketing approaches covered in this blog include: SEO, SEM, SERP, Google Places, FB, Twitter, Website Design, Trade Show, Email Blasts, Advertising Specialties, Mailers, Print Advertising, YouTube, Press Releases, Article Submission and Much, Much MoreRandy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.comBlogger170125tag:blogger.com,1999:blog-13104846.post-81165951790655446442019-04-08T15:41:00.000-07:002019-04-08T15:41:35.957-07:0015 Most Important Questions You Can Ask About Your Business or Professional Career Right Now<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: x-large;"><span style="font-size: large;">How did you do? </span></span><br />
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<span style="font-size: x-large;"><span style="font-size: small;">Can we assume that you found a bunch of the above questions only deserved a 4, a 3 or maybe even a 2. In fact, you might have had one or two that you gave the score of just 1. </span></span><br />
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<span style="font-size: x-large;"><span style="font-size: small;"><span style="font-size: large;">What's the Solution? </span> </span></span><br />
<span style="font-size: x-large;"><span style="font-size: small;"> We have found that the best solution is to find someone you can trust to help you improve these scores. No, not a therapist. A peer advisory group commonly called mastermind groups, where 5 - 10 business people (owners, reps, professionals) get together and brainstorm on the issues facing the members. If you'd like to learn more about the mastermind concept, and even where to find a group to join, please check out https://socalmasterminds.com</span></span><br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com14tag:blogger.com,1999:blog-13104846.post-40451762574195110152019-02-23T14:17:00.001-08:002019-02-23T14:17:42.360-08:007 Shocking Facts About Serial Entrepreneur Elon Musk, Tesla, SpaceX, and the Future of Humankind<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWpS3Cly6Y9V5prHgcaecluK1HBgmxyIbQpwCjD6yIkOGinPCVop7Ieks-4GE23282VKsh5nxV0WZEdO9dMrEvC2OF8XFlbRPUZ1f2_YR9xsKqFvOc_OkZXOdt8L88rLzjPuhd/s1600/Screen+Shot+2019-02-23+at+2.14.22+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="495" data-original-width="877" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWpS3Cly6Y9V5prHgcaecluK1HBgmxyIbQpwCjD6yIkOGinPCVop7Ieks-4GE23282VKsh5nxV0WZEdO9dMrEvC2OF8XFlbRPUZ1f2_YR9xsKqFvOc_OkZXOdt8L88rLzjPuhd/s400/Screen+Shot+2019-02-23+at+2.14.22+PM.png" width="400" /></a></div>
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We all know by now, unless you are living under a rock, that Elon Musk seems almost superhuman in his ability to bring dramatic change to huge industries. In his 25 year career he has tackled online mapping, banking, energy, space, batteries, automobiles, tunneling, trains, solar power, satellite broadband, and neuro-computer brain hookups. And though he has had a bunch of near misses, he has yet to fail in any of these efforts.<br />
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The record book of his achievements would require a longer post that this one, so let's just stick to the biggies:<br />
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1. SpaceX launched more rockets in 2018 than any sovereign country, much less company, has ever launched.<br />
2. Tesla Model 3 is the best selling luxury car in the US, best selling sedan in the US, and best selling Electric Vehicle in the world.<br />
3. The Tesla S with ludicrous is the fastest production car in 1/4 mile and 0-60. This record is in flux, but the only real challengers are limited production cars.<br />
4. The Tesla Gigafactory is the largest building in the world (footprint.) Only the Boeing factory competes, and that is by volume, not footprint.<br />
5. Tesla is the largest, by far, manufacturer of lithium-ion batteries. With it's partner, Panasonic, who provides the cells, Tesla makes 60% of the worlds lithium batteries.<br />
6. Tesla has built the largest battery ever and pioneered the idea of using batteries as a way to make wind and solar generation more efficient.<br />
7. SpaceX was the first private company to deliver supplies to the International Space Station<br />
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I wrote a book about this Musk character, because I believe that his methods will work for others who are seeking success in any field, but especially for entrepreneurs and those who wish to be self employed in the future. <a href="http://bit.ly/Musk_1"><b>You can find the book at Amazon as Kindle, Paperback, and shortly in Audible. </b></a><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaaQ90UhbsG7kgJxZk0rPHjebjGrQV2fO43fsFgTUUbcLMLVpBYDzMCOfB29fZZAuThVFIA5u9tfLpOurt9rUW2NuBH3LKRzzNA4pofv9L8YE0sciqbdaHCCQlGU8nQQCF5bUu/s1600/Screen+Shot+2019-02-23+at+1.54.05+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="647" data-original-width="525" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaaQ90UhbsG7kgJxZk0rPHjebjGrQV2fO43fsFgTUUbcLMLVpBYDzMCOfB29fZZAuThVFIA5u9tfLpOurt9rUW2NuBH3LKRzzNA4pofv9L8YE0sciqbdaHCCQlGU8nQQCF5bUu/s320/Screen+Shot+2019-02-23+at+1.54.05+PM.png" width="259" /></a></div>
#ElonMusk #Tesla #SpaceX #entrepreneurship #ElectricVehicles #sustainableenergyRandy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com2tag:blogger.com,1999:blog-13104846.post-83670057050545764732019-02-23T11:39:00.000-08:002019-02-23T11:58:24.384-08:00Who Do You Think Is the Greatest Entrepreneur of Our Time? <div class="separator" style="clear: both; text-align: center;">
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Who is the greatest entrepreneur of our time: Bill Gates, Steve Jobs, Mark Zuckerburg, Jeff Bezos, Sir Richard Branson, Larry Ellison, Sergey Brin, Carlos Slim, Charles Koch, David Koch, Michael Bloomberg, Amancio Ortega, Warren Buffet, Ma Huateng, Jack Ma or Elon Musk?<br />
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The list above only includes those who are essentially self made. The Koch Brothers father left them a medium sized business. The list only includes those who have accumulated vast fortunes in their lifetimes, and all are worth many billions of dollars. (One exception is Steve Jobs, but to leave him off this list would be a travesty) As of this writing, if you used wealth as the only gauge, you would have Jeff Bezos, the Koch brothers and Bill Gates, in that order <br />
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Almost all of these individuals have been disruptive in some way. One could vote for a candidate based on disruption, rather than total accumulated wealth. In this case, you could easily argue that Steve Jobs, Jeff Bezos, and Elon Musk have disrupted the most industries.<br />
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Steve Jobs - The personal computer and smart phone have dramatically reduced or killed off print media, cameras, telephones, music on any form of physical media, mail, faxes, typewriters, and even flashlights. More over, it seems without argument that the smart phone is the most important device ever invented.<br />
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Jeff Bezos - Amazon has demolished book stores, crushed retail stores in general, and has hurt some service industries. He is also the undisputed leader in cloud storage. Of course, like Musk and Branson, he has set his sites on outer space.<br />
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Now consider Elon Musk. Learn more about Musk in my new book, <a href="http://bit.ly/Musk_1">The Elon Musk Method </a><br />
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Elon Musk realized that the end was near for printed phone books and newspaper advertising by local retailers. He created Zip.2 that was the forerunner to Yelp, GoogleMyBusiness, City Search and all other similar online directories.<br />
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Musk also realized that banking was vulnerable to the the internet and started X.com which became PayPal, radically affecting the way people pay one another and businesses. <br />
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SpaceX was his next venture. SpaceX has taken over the space industry from no less than the US Government and Russia, and now launches more rockets each year than all other countries combined. His StarLink satellites are designed to completely dominate the WiFi business within three years as he launches 12,000 small satellites with broadband capability. <br />
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While running Space X, Musk bought into Tesla, and is now CEO of the largest manufacturer of sedans in the US, but more importantly the largest manufacturers of electric vehicles in the world. His success has forced every automaker in the world to make massive investments in electric vehicles.<br />
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Tesla is now the world's largest producer of batteries and has created the largest battery in the world. The batteries are made primarily at the largest building (by footprint) in the world. The only competition is Boeing, who has a larger building by total volume. The battery manufacturing is combined with manufacturing of solar panels and integrated solar roofs, and is disrupting the solar energy and roofing business.<br />
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Potential disruptions comes from Musk's Hyperloop concept (trains), his Boring Company (highways), and Neurolink (attaching computers directly to humans.)<br />
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So, when it comes to disruption of major industries, Musk has no equal. His ability to move into one industry after another and then completely dominate the category or change the way the industry does business is the reason I wrote the<a href="http://bit.ly/Musk_1"><b><i> Elon Musk Method: <span class="a-size-extra-large" id="ebooksProductTitle">Business Principles from the World's Most Powerful Entrepreneur. </span></i></b></a><br />
<b><i><span class="a-size-extra-large" id="ebooksProductTitle"><br /></span></i></b>
<b><i><span class="a-size-extra-large" id="ebooksProductTitle">I'm hoping that you will find that many of his methods are helpful to you in becoming more successful as a business owner, manager, or a leader of any organization. </span></i></b><br />
<b><i><span class="a-size-extra-large" id="ebooksProductTitle"><br /></span></i></b>
<b><i><span class="a-size-extra-large" id="ebooksProductTitle"><br /></span></i></b>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEbmzbDwdJYOCnr6D9JTwwVyyIU2S9hk5RtF-0VgRWL-4wsL58IbaHvfB7-JI1H84RETyhhAgmoGYHd9XbdS_P3S0iTnPZhyphenhyphen5EciU_gEKzOoVQa4KpsOn0WYeS6ZYDxQpKwdB_/s1600/Musk+book+art.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Elon Musk Book " border="0" data-original-height="1068" data-original-width="1600" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEbmzbDwdJYOCnr6D9JTwwVyyIU2S9hk5RtF-0VgRWL-4wsL58IbaHvfB7-JI1H84RETyhhAgmoGYHd9XbdS_P3S0iTnPZhyphenhyphen5EciU_gEKzOoVQa4KpsOn0WYeS6ZYDxQpKwdB_/s320/Musk+book+art.jpg" title="The Elon Musk Method: Business Principles from the World's Most Powerful Entrepreneur" width="320" /></a></div>
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<span style="font-size: large;"><b>Now available in Kindle, Paperback, and coming in Audible</b></span><br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com1tag:blogger.com,1999:blog-13104846.post-71114219795699853072019-01-12T16:18:00.000-08:002019-01-12T16:43:46.904-08:00Corporate to SMB - Transition from Corporate Staff to Owning Your Own Small Business Can Be a Huge Shift<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Verdana, sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNmm-jaCg2EaYG0ikBXbnvh-h8JUlkktfrTWQWLMibHwmqEZzHbcJadNdq6o8iE_frrt0ii9JMkv7dQHZrXAFUrtibpDaOUm_DSHciqqSVX81kxc0h0LooKlv2IyuBGEONxH2B/s1600/office+or+homebased.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1237" data-original-width="1600" height="492" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNmm-jaCg2EaYG0ikBXbnvh-h8JUlkktfrTWQWLMibHwmqEZzHbcJadNdq6o8iE_frrt0ii9JMkv7dQHZrXAFUrtibpDaOUm_DSHciqqSVX81kxc0h0LooKlv2IyuBGEONxH2B/s640/office+or+homebased.jpg" width="640" /></a></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: large;"><b><i>“I sure do miss the support, the accountability, and…oh yeah…the
paycheck!”</i></b></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">Those who have worked for or owned a small business for any
length of time are used to making it up as they go along and have a very hard
time fitting into a corporate culture. Alternatively, those who have been used
to thriving in a corporate environment with rules, procedures, and
accountability often have a very hard time owning a small business. </span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">As the president of <a href="https://socalmasterminds.com/">SoCal
MasterMinds</a> we have seen an unexpected trend. A substantial percentage of
our membership have spent the majority of their careers in big companies, but
due to downsizing, mergers, burn out, and other life-altering changes, have
ended up owning a franchise or independent small business. </span></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">In my recently released third edition of <a href="https://www.amazon.com/When-Friday-Isnt-Payday-Business-ebook/dp/B07JB4KGK2/ref=sr_1_1?s=books&ie=UTF8&qid=1547333440&sr=1-1&keywords=when+friday+isn%27t+payday" title="When Friday Isn't Payday: How to Plan, Start, Build, and Manage Your Small Business"> <b>When Friday Isn't Payday: How to Plan,
Start, Build, and Manage Your Small Business, </b></a><b> </b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-color-alt: windowtext; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; text-decoration: none; text-underline: none;">I make the claim that most entrepreneurs are woefully
underprepared for their venture. They commonly have low aptitude, training, and
or experience in such fundamentals as accounting, managing others, marketing,
and especially, sales. </span></span></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">These shortcomings are commonly somewhat balanced by
passion, youth, low personal overhead, and few deeply ingrained business habits.
The 35-year old who quits her job at the bakery to open her own shop is used to
the small business environment and has had a chance to study at least some
aspects of what it takes to survive. </span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">The big company type who buys a business, a franchise, or
starts their own enterprise from scratch is used to training, readily available
resources of all kinds, and the need to wear only one or two hats.</span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">Overnight they are thrust into a foreign culture where their
new business depends on their ability to find prospects, sell those scary
folks, establish proper books, collect receivables, establish procedures to ensure
that products and services are delivered above expectations, price
appropriately, and keep overheads in line. And all of this is done with the
expectation of replacing that corporate paycheck and all the benefits…and soon.
</span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">What we are seeing in our<a href="https://socalmasterminds.com/"> MasterMind</a> groups is extreme frustration,
often a kind of paralysis, and life savings being wiped out in short order. </span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
</span></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">Here’s one story:</span></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">
</span></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;"><i>“When
I worked for the company, I was required to make 100 calls per week. I am
competitive by nature, so I would always make more calls than my team members.
Those calls would result in five appointments, and I would close three. I was
always a top producer. </i></span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;"><i>“Now
that I’m on my own, I have no pressure to make the calls, there is no
competitive environment, and so I putz around with nonsense rather than get on
the phone. I am far less productive now than I was.”</i></span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">Here’s another:</span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;"><i>“I
opened my practice after leaving a large firm. I am now faced with finding
clients. I have never marketed anything and have no training in sales. Friends tell
me that I need to go knock on doors. I’m petrified by that idea. I hate salespeople.
Why would I want to be one?”</i></span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">Or this:</span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;"><i>“I’m
having a pretty good year, or so it seems. My customers seem to like what we’re
offering. But about 70% of my income is from one client, and they are running
about 90 days on my invoices. They now owe me $30,000. I don’t want to complain.
They might stop doing business with me. Then what?”</i></span></b></span></span></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">
</span></b></span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><b><span style="font-size: small;">The list of examples could go on for another 20 pages. In
fact, I’ve decided to write a future book on this subject. But for today, what can
these folks do?</span></b></span></span></div>
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<ul>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">Become an expert in each of the
disciplines that are problematic. Read <a href="https://www.amazon.com/When-Friday-Isnt-Payday-Business-ebook/dp/B07JB4KGK2/ref=sr_1_1?s=books&ie=UTF8&qid=1547333440&sr=1-1&keywords=when+friday+isn%27t+payday" title="When Friday Isn't Payday: How to Plan, Start, Build, and Manage Your Small Business"> <b>When Friday Isn't Payday: How to Plan,
Start, Build, and Manage Your Small Business, </b></a>and other books that teach
the basic principles of running a small enterprise. Then find book, online
tutorials, YouTube videos, college classes, or other training to help go deeper
into each area as needed.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">In particular,
become an expert salesperson. There are hundreds of resources that can help. You
will need to either sell or find someone to sell for you or you have almost no
chance of success. In the beginning, it is usually a much better idea for you to
do the selling. In this way you learn what is needed to get and keep great
clients.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">Join a <a href="https://socalmasterminds.com/">MasterMind</a> group where you can get the
expert opinion from peers who have done it before and understand what you’re
going through. You also get the missing accountability.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">It can’t be done
in 40 hours. You will need to work as many hours as necessary during the first
few years. You won’t make your old paycheck until you have put in the sweat
equity. It could take 3-5 years or more.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">If you are a
franchise, lean heavily on the franchise management to help you with areas
where you are weak. While it may sometimes be hard to believe, the do have a
vested interest in your success. The original fee you paid was very nice for
them, but it is the ongoing revenue stream they count on to actually keep them
in business.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">If your finances
are getting short, cut back every unnecessary expense until you have positive
cash flow.</span></span><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;"> </span></span></span></li>
<li><span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">A business
manager or coach may be able to help you in those areas where you are weak. Make
sure you see a clear ROI from their services. </span></span></span></li>
</ul>
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: small;">It is possible to
make the transition from corporate to small business, but you will need to be
persistent and aggressive to do so. </span></span></span><br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-87408883142624729092018-11-24T15:27:00.000-08:002019-02-27T14:30:15.943-08:0034 Questions Help You Determine Your BQ - Business Quotient. WIll You Be the Next Elon Musk?<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKrdCZ4CkknVZCPupc0BfHzEz1-DmmQtPnRCAoTwcy6HI_SlMnMEDQ0IAdN5Im3hYOudmK5hf7r8WYdA2PmnnAM3f2HlQpJATT6lSioRTYfjyBbHOURS-A0EnEe-GanotTNl4j/s1600/socal+ADs+BQ.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1237" data-original-width="1600" height="247" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKrdCZ4CkknVZCPupc0BfHzEz1-DmmQtPnRCAoTwcy6HI_SlMnMEDQ0IAdN5Im3hYOudmK5hf7r8WYdA2PmnnAM3f2HlQpJATT6lSioRTYfjyBbHOURS-A0EnEe-GanotTNl4j/s320/socal+ADs+BQ.jpg" width="320" /></a></div>
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<br />
In case you haven't heard, starting and managing a small business is VERY HARD, takes an amazing array of skills, temperaments, and ... well, let's not spoil the test.<br />
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In the course of writing the 3rd edition of <a href="http://bit.ly/WFIP_3"><i>When Friday Isn't Payday: How to Plan, Start, Build, and Manage Your Small Business</i></a>, it occurred to me that there might be a way to give prospective owners a sort of aptitude test. People like me who can't draw a stick figure should probably not go into graphic arts, even with all the fancy new tools. It turns out the same can be said for business aptitude. Some folks shouldn't go that direction.<br />
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Well, the test has another application. Do you know any business owners who are failing, barely getting by, and/or hate their life (or what's left of it after 70-hour weeks)? Me, too. So, the test is for them, as well. I know plenty of lawyers who gave it up because it just wasn't worth it.<br />
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Enough blab. Go here to take the test. You can tell us your score or make other comments about the test below.<br />
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<a href="http://www.quiz-maker.com/Q3RUAC8"><span style="font-size: x-large;">The BQ Test</span></a></h2>
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<span style="font-size: large;">By the way, <a href="http://bit.ly/WFIP_3"><i>When Friday Isn't Payday: How to Plan, Start, Build, and Manage Your Small Business</i></a>, is on sale during December. Paperback, normally $24.95, just $14.95. Kindle edition might be free if you are part of the Unlimited Club. If not free, you can get it for just 99¢. Normally $7.99</span></h2>
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-16589059153119566232018-08-22T09:04:00.001-07:002018-11-24T15:09:05.776-08:00New! Startling Discovery of #1 Success Factor for New Small Business<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiz_JqgMlNJTh6Z-bxN6wiiVhu2KRgwN_i2os_DL0UMI0Fnv6-Ccmjea6cmpkZmlT_f4yJfAEFe56qcps13eaKA840xbM9MPiKHbBdR63U4dU6R5e86cXabL9p_cc3hroS9OMj5/s1600/Screen+Shot+2018-08-18+at+10.00.05+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="464" data-original-width="323" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiz_JqgMlNJTh6Z-bxN6wiiVhu2KRgwN_i2os_DL0UMI0Fnv6-Ccmjea6cmpkZmlT_f4yJfAEFe56qcps13eaKA840xbM9MPiKHbBdR63U4dU6R5e86cXabL9p_cc3hroS9OMj5/s400/Screen+Shot+2018-08-18+at+10.00.05+AM.png" width="277" /></a></div>
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Serial entrepreneur and business author rewrites his list of success factors for start up businesses</h2>
After an extensive internet search to see what others say about success factors, I found exactly one which included my number one in their top ten. On that particular resource, my number one was their number ten. The other lists were created using various approaches, including interviews with successful entrepreneurs, studies compiled by consultants or writers, and off the top of the head articles based on experience.<br />
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My research? As a marketing consultant I have spent the last ten years helping over 170 small businesses in very disparate fields with increasing their sales and profits. Over the past year I have participated in organizing MasterMind groups and Business Networking Referral called E-TEAM. Through this effort I have been introduced to another 100 companies where I was able to go deep into their companies success factors.<br />
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Also, I have started and managed 15 successful small businesses and 3 unsuccessful ones. <br />
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So here is my top ten list of why businesses succeed:<br />
<ol>
<li>Desire</li>
<li>Sales</li>
<li>Marketing</li>
<li>Luck</li>
<li>Accounting </li>
<li>Planning</li>
</ol>
I would certainly agree with some of the other lists that adequate capital, location, good bookkeeping, appropriate margins, and things like traffic, leads, and conversion are critical as well. However, desire is that intangible which overcomes <span class="st">inadequacies that are always present in any business, whether start up or mature. </span><br />
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<span class="st">If you follow my blog or other writings, you know that I want to be remembered for the phrase "nothing happens until something is sold." In my dealings with small business owners over the last half century, I am constantly appalled by the lack of sales skill. That lack of skill is often accompanied by a fear of prospecting, cold calling, and selling. Well, I don't really care how good your location is, how wonderful your product or service is, or whether you are priced right if there is no one to get the word out. And no, you won't get folks lined up at your door or your phone ringing of the hook with great web presence alone. </span><br />
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<span class="st">If the owner hates to sell, desire to succeed, desire to help others, desire to spread the word about the fantastic offer the company is making can overcome the reluctance to do the hard thing and sell. This proposition can be applied to all the other hard things, like hiring, firing, working 100 hours a week, or digging deeper and deeper into savings when necessary, then calling Uncle Harry when your own money runs out. </span><br />
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<span class="st">If the owner is lukewarm about the business, the smallest hurdle can undo the entire effort. But if the owner is passionate enough, there is almost nothing that can get in the way of success. </span><br />
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<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com14tag:blogger.com,1999:blog-13104846.post-37473168548625316652018-08-22T07:50:00.000-07:002018-08-22T07:50:54.819-07:00“I Hate Selling” and Two Other Reasons Why Small Business Owners Fail
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How Can You Overcome The Three Primary Issues that Kill Small Businesses?</h2>
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As my beautiful bride and I walked along Pacific Palisades
Park in Santa Monica on a sun-drenched day, she wondered aloud about our
upcoming wedding anniversary, “How would you feel about renting a hotel or
small cottage for two nights. I’m thinking it needs to be close enough to the
ocean where we can hear the waves. I’m really drawn to every part of coastal
living right now. Don’t you think that would be a great way to go down memory
lane regarding our time together.”</div>
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Toni is not a salesperson. The idea of spending even one
moment in the business of selling products or services to others would be
horrific to her. But the pitch above was masterful, and the close was artful.
We all sell all the time. So why do business owners commonly say that they hate
to sell?</div>
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I would propose that most don’t hate selling. They are
perfectly happy to talk to someone about their product or service and see if
there’s an opportunity to do business. It isn’t the act of selling that chills
the soul. What many dread is the prospecting such as cold calling, selling to
strangers who might say no, or following up on initial calls. When you call to
ask for the decision the answer might be no or the calls and emails may not
ever be returned. In other words, doing the hard things. </div>
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Number one on the list of why business owners fail…Nobody is
selling. What about number two? It’s related. The owner doesn’t want to do the
hard thing, so he or she hires it done. This might be hiring a salesperson, a
sales rep agency, a social media lead generation company or any one of a number
of ways to avoid the hard aspects of selling. Unfortunately, it is the rare
owner who actually becomes expert in managing any of these resources. </div>
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You see, it is hard to sales manage others when you don’t
know how to sell. It is hard to know which rep group to hire if you haven’t
studied how rep groups work. It is hard to evaluate a social media agency if
you don’t really get social media. You can spend a huge amount of money in an
attempt to generate traffic, leads, or sales with little to show for the effort.
Small businesses fail for lack of the necessary capital to overcome the reluctance
of the owner to sell and the costs of the learning curve necessary to become
proficient with alternative approaches.</div>
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If business owners hate to “sell,” they hate accounting even
more. Most might not really hate accounting if they had ever taken a course or
read a book about business accounting. Regardless of the reasons, most small
businesses fail to set up good accounting systems, fail even harder at managing
input into the systems they do establish, receive reporting from their
accounting systems that is inadequate at best, and have no ability to analyze
and make corrections in response to the reporting, because they don’t know how
to read the reports. </div>
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The comparison here would be that your heart surgeon does surgery
with no idea what is happening with your temperature, breathing, blood
pressure, pulse, brain function, etc. The second reason that so many small
businesses fail is due to the bookkeeping being inadequate. Why? Because the
owner doesn’t want to do the hard things. </div>
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Hiring, managing, motivating, firing! These are hard things.
The government doesn’t help owners love dealing with employees with its endless
rules, laws, and meddling with the employer/employee relationship. So just
after the owner says he hates selling, and hates accounting, the third verse is:
“I hate HR.”</div>
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It goes without saying that this is just one more “hard
thing” where the owner doesn’t want to take the time to develop expertise.
There are countless resources available on how to hire, how to manage, how to
motivate, and how to fire an employee. But the reality is that the small
business who reaches the size that allows it to hire employees is commonly
driven out of business by the bad hiring choices and the ineffectiveness of the
employee (s) once hired.</div>
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Successful businesses are commonly those where the skills of
the owner are so great that they overcome the barriers presented by failings in
these three critical areas. For instance, you might have a retailer who is so
good at merchandising and choice of location that the customers come and buy
even if the sales staff is not that great. </div>
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You will see the outstanding lawyer or doctor whose
reputation results in referrals and the accounting doesn’t matter, except that
the company could be doing so much better if the collection of past due
invoices was better. </div>
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Or you have the manufacturer who creates a product so
compelling that inefficiencies in line and staff positions only reduce profit,
they don’t kill the company. </div>
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As a consultant and a mastermind facilitator, I have seen
hundreds of such companies; those that make it in spite of themselves, and
those that fail for these very reasons. What I have seen is that owners who
join a mastermind group quickly learn about the places where they are getting
in their own way, failing to do the hard things, or on the verge of failure
because of issues like the above. </div>
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When you surround yourself with peers who have unique
business experience, skills, and education, you are going to have individuals
within that cadre who will see right through your defenses and into the heart
of the matter. </div>
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Those peers will care enough to spell it out. As an owner we
rarely hear the truth. In fact, we rarely feel safe enough to speak the truth.
But in a mastermind group we quickly see that the others in the room get it.
They’ve experienced the same fears, roadblocks, regrets, and failings. They’ve
been offered opportunities like the ones currently on your radar. They’ve made
good and bad choices. They can speak with great authority because they’ve lived
it. And they can speak honestly because they have no vested interest in the
outcome.</div>
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If you live in Southern California and you’d be interested
in joining a MasterMind group and enjoying the immense benefits of peer-to-peer
learning and accountability, please contact Randy Kirk at 310-910-1848</div>
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</style>Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-65132060920114131702018-05-01T13:30:00.000-07:002018-08-22T07:55:24.415-07:00 What If Your Business is B2B only and the Networking Chapter Your Checking Out Is Heavily B2C?<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiADHCAkORHWSJ7xnFI6SJ78k9UyUW1brFp_xxgBXzudsbTq80KOj7PKHqK61i33iK1is65eC4PY-tsORgFQeKMTRRijLuQG0zCg6dyEkASH7WNGP8vMRZK5KixqW69emBwEhoC/s1600/Screen+Shot+2018-04-05+at+10.03.26+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="181" data-original-width="594" height="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiADHCAkORHWSJ7xnFI6SJ78k9UyUW1brFp_xxgBXzudsbTq80KOj7PKHqK61i33iK1is65eC4PY-tsORgFQeKMTRRijLuQG0zCg6dyEkASH7WNGP8vMRZK5KixqW69emBwEhoC/s640/Screen+Shot+2018-04-05+at+10.03.26+AM.png" width="640" /></a></div>
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Small business marketing today is moving from an advertising
driven paradigm to one based on networking, connecting, relationship building,
and reviews and referrals. Consumer goods better have great reviews on Amazon,
and service businesses better have great reviews on Yelp. Then you have review
platforms on Facebook business pages and Linkedin, too. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkz084S-0UM1UHzanuYuIdLIwV3y88OkDH6bb9LIueyfhiBK2DyGpXQDVQ3z1F5ikIKXjRqToYnxWVOeJi368SfHfrHkWzE7oMABUHi4sU7mrCCVqeKB-qTcOjrEk_CatHUEAL/s1600/Screen+Shot+2018-04-09+at+10.46.31+AM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="752" data-original-width="1141" height="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkz084S-0UM1UHzanuYuIdLIwV3y88OkDH6bb9LIueyfhiBK2DyGpXQDVQ3z1F5ikIKXjRqToYnxWVOeJi368SfHfrHkWzE7oMABUHi4sU7mrCCVqeKB-qTcOjrEk_CatHUEAL/s320/Screen+Shot+2018-04-09+at+10.46.31+AM.png" width="320" /></a>All of those systems are passive. Sure you can work them,
try to optimize them, even spam them, but they all require that the customer
find you through search. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Proactivity, on the other hand, relies more than ever on
face to face, or at least text/email relationship building. There are plenty of
folks trying to sell small business on the idea that this can be done through
Linkedin prospecting, Facebook video ads, or Instagram storytelling. In fact, I’ve
made a good living and helped my clients use some of those tools t</div>
o excellent
results over the last decade or so. You should be using them. <br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But almost every small business owner or rep I talk to says
the same thing. They either need to go door-to-door or else do some form of
organized networking. Some of the possibilities include:</div>
<ul>
<li><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Mixers</li>
<li>Chamber of Commerce Events</li>
<li><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"></span></span>Service Club membership</li>
<li>Trade shows and local pop up booth events </li>
<li><span style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Business Referral Networking Groups. </li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
All of the above hold their own special charms and can work
if they are worked hard and with great intentionality. For this post, however,
let’s take a deep dive into the world of Business Referral Networking
organizations. </div>
<div class="MsoNormal">
<br /></div>
<h3 class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt;">Can You Make Money through a Business Referral
Organization?</span></b></h3>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The following are my recommendations for choosing the right
group. But first allow me to tell you a few things that will influence my
position. I have been a member of three different groups, have attended
meetings of the largest group, and have written about this type of marketing in
at least two of my business books. So, yes! I believe this is a solid way to
generate new business with a very reasonable investment of time, money, and
energy. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I am also currently a director for E-TEAM, a brand new division
of TEAM, one of the largest referral networking organizations in the US.
However, I think you will see that this position is not causing any bias as you
review the methods for selecting the right group. </div>
<div class="MsoNormal">
<br /></div>
<h3 class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt;">How to Choose the Right Business Referral Networking
Chapter</span></b></h3>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You see, I’m going to focus on the chapter, not the parent
organization. So here are the criteria I would use: </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>No less than 15 active members. No more than 35.
Some very large groups are very successful, but you rarely have time to give a
presentation of your business. Less than 15 is usually a club in distress that
is on the way to folding. The exception would be one that is growing under a
solid leader. </div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKv16j3ZNVVSMO3T6MfsD6KFS0tz15jxxLTLUqXCTt0QKV6paLTLugV53KJCNRQiQJWH4yR6yQRgPO62kR3hU0Y6YPwz0KbQXpGap-xZnLoeOx3qcbFaBr68RjlgwSZ4ALSJcN/s1600/Screen+Shot+2018-04-29+at+5.25.31+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="773" data-original-width="515" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKv16j3ZNVVSMO3T6MfsD6KFS0tz15jxxLTLUqXCTt0QKV6paLTLugV53KJCNRQiQJWH4yR6yQRgPO62kR3hU0Y6YPwz0KbQXpGap-xZnLoeOx3qcbFaBr68RjlgwSZ4ALSJcN/s320/Screen+Shot+2018-04-29+at+5.25.31+PM.png" width="213" /></a></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Check before you go as to whether your category
is taken or compromised. Some chapters will go to great lengths to divide up
categories, so they get everyone to join. You benefit if you have more breadth.
<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>When you attend, pay attention to the protocol.
All such groups insist on using good networking approaches during the 15
minutes or so before the formal meeting starts. Are the members standing up and
actively networking? Do you get greeted by one or more members?</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Check the membership as they give their 1-minute
elevator speeches. Are there power partners for you in the room? In other words,
are their individual members who share clients with you? E.g. Real Estate
Agent, Mortgage Broker, Handyman, Escrow Company. </div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Now listen carefully to see how much business is
being passed. The rule of thumb is four referrals per member per month. So, in
a room of 15, you’d expect around 15 referrals to be passed. If less than 5
outside referrals (non-member referrals) , you need to at least ask some
questions. </div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo2; text-indent: -.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">6.<span style="font: 7.0pt "Times New Roman";">
</span></span></span>Always check two or three groups before you
decide, unless you are there because of a strong recommendation or unless the
chapter is obviously super strong and perfect for you. </div>
<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This has been a serious problem and may still be a problem in
your neighborhood. I was a part of such a group. It was a really good group,
friendly and doing business. Unfortunately, I wasn’t getting a single usable
referral. To be 100% honest, the first week I was given a power partner
referral that turned out to be golden. Then nothing. </div>
<div class="MsoNormal">
<br /></div>
<h3 class="MsoNormal">
A New Kind of Business Referral Group Is Launched - B2B Only<b> </b></h3>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I happened to get into a conversation with the CEO of TEAM
Referral Networking, Kelli Holmes. We discussed my problem. She said she had a
solution. A new kind of chapter where all the members were B2B. Essentially
this meant that every member of the group was a power partner for every other
member.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I attended a local chapter and found the difference to be
amazing. The payroll guy, the merchant services gal, and the website developer
all had exactly the same client profiles. So did the business broker, the
commercial printer, and the business banker. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As I looked around the table at the commercial realtor, the business
coach, and the commercial photographer, I realized that every single person
could basically hand over their customer and prospect data base to the person
next to them, and they could just start calling that list. But instead, the
merchant services rep had spoken to their bakery customer about the payroll
services guy, and the baker was expecting a call. </div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirviJyRpGy_WNGbbBsxOn8Hcq5m1NZjATMAE1ND1VuiHBZt1GUXmY3RV-YZ-HwgyyoQCFoG3Jmv7ucanSzfFQ0EIBmp8kRuqcBc373AXFSsljDneUKSJfwyIzhUzZBuKtLpkHt/s1600/Screen+Shot+2018-04-24+at+5.16.19+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="127" data-original-width="347" height="145" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirviJyRpGy_WNGbbBsxOn8Hcq5m1NZjATMAE1ND1VuiHBZt1GUXmY3RV-YZ-HwgyyoQCFoG3Jmv7ucanSzfFQ0EIBmp8kRuqcBc373AXFSsljDneUKSJfwyIzhUzZBuKtLpkHt/s400/Screen+Shot+2018-04-24+at+5.16.19+PM.png" width="400" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The result of that meeting was a decision to partner with
TEAM and become a director for this new kind of B2B only referral group. We
call it E-TEAM and were opening them throughout Southern California at this
time, with plans to expand nationally soon. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We are actively building clubs in the Inland Empire, the
Eastern portion of LA County (Covina/Pomona/Diamond Bar) and Northern Orange
County. Our plans are to begin organizing additional chapters in DTLA, San
Gabriel Valley and WLA in the Fall of 2018. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you would be interested in joining a chapter of an E-TEAM
B2B Referral Networking Group, please call Randy Kirk at 310-910-1848 or email
at <a href="mailto:Randy@TeamReferralNetwork.com">Randy@TeamReferralNetwork.com</a>.
We are also looking for individuals who would like to help build a chapter in
their area. For more information please visit SoCalMasterMinds.com/team</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Top categories for E-TEAM</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
1.<span style="mso-tab-count: 1;"> </span>Payroll
service</div>
<div class="MsoNormal">
2.<span style="mso-tab-count: 1;"> </span>Staffing
company</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimdLIyjomsWdetAmIj4jOD87BWKIZS7OxfDKJBHB-4ESGO31UCnSmqms9SShXgvtOPGAcZClkk1-hJ-XDcKrQWN2beko8paeYYbsFyUQsyt5ZUXj6TBeNaZD0gs0usxykI7Max/s1600/Screen+Shot+2018-01-20+at+4.15.08+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="453" data-original-width="358" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimdLIyjomsWdetAmIj4jOD87BWKIZS7OxfDKJBHB-4ESGO31UCnSmqms9SShXgvtOPGAcZClkk1-hJ-XDcKrQWN2beko8paeYYbsFyUQsyt5ZUXj6TBeNaZD0gs0usxykI7Max/s320/Screen+Shot+2018-01-20+at+4.15.08+PM.png" width="252" /></a></div>
<div class="MsoNormal">
3.<span style="mso-tab-count: 1;"> </span>Commercial
insurance </div>
<div class="MsoNormal">
4.<span style="mso-tab-count: 1;"> </span>Lende </div>
<div class="MsoNormal">
5.<span style="mso-tab-count: 1;"> </span>CPA and/or
bookkeeper </div>
<div class="MsoNormal">
6.<span style="mso-tab-count: 1;"> </span>Commercial
photographer</div>
<div class="MsoNormal">
7.<span style="mso-tab-count: 1;"> </span>IT managed
services</div>
<div class="MsoNormal">
8.<span style="mso-tab-count: 1;"> </span>Website/social
media</div>
<div class="MsoNormal">
9.<span style="mso-tab-count: 1;"> </span>Commercial Printer</div>
<div class="MsoNormal">
10.<span style="mso-tab-count: 1;"> </span>Sign makers</div>
<div class="MsoNormal">
11.<span style="mso-tab-count: 1;"> </span>Merchant
Services</div>
<div class="MsoNormal">
12.<span style="mso-tab-count: 1;"> </span>Business Lawyer</div>
<div class="MsoNormal">
13.<span style="mso-tab-count: 1;"> </span>Commercial
Realtor</div>
<div class="MsoNormal">
14.<span style="mso-tab-count: 1;"> </span>Graphic
Artist</div>
<div class="MsoNormal">
15.<span style="mso-tab-count: 1;"> </span>Promo
Products</div>
<div class="MsoNormal">
16.<span style="mso-tab-count: 1;"> </span>Charitable
organization</div>
<div class="MsoNormal">
17.<span style="mso-tab-count: 1;"> </span>Janitorial</div>
<div class="MsoNormal">
18.<span style="mso-tab-count: 1;"> </span>Supplemental
Insurance</div>
<div class="MsoNormal">
19.<span style="mso-tab-count: 1;"> </span>Security
alarm installer</div>
<div class="MsoNormal">
20.<span style="mso-tab-count: 1;"> </span>Buildout
contractor</div>
<div class="MsoNormal">
21.<span style="mso-tab-count: 1;"> </span>Commercial
HVAC</div>
<div class="MsoNormal">
22.<span style="mso-tab-count: 1;"> </span>Guard service</div>
<div class="MsoNormal">
23.<span style="mso-tab-count: 1;"> </span>Business
Broker</div>
<div class="MsoNormal">
24.<span style="mso-tab-count: 1;"> </span>Business
Consultant</div>
<div class="MsoNormal">
25.<span style="mso-tab-count: 1;"> </span>Business
Coach</div>
<div class="MsoNormal">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQx4jkFW7LMMbjXH24fACrVOGWP3fzk7b2qDpLr6aEr4JuVHmB3uec1prs72TyMo91gAxAIlE9OlNo817mE2Wk_LcwnJEWIMiYRkPTXQxK_ikEM5uRIDNNgNN9kUsy37G6UIVu/s1600/Screen+Shot+2018-03-05+at+1.37.30+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="SoCal MasterMinds meet to help on another improve personally and professionally" border="0" data-original-height="761" data-original-width="1163" height="417" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQx4jkFW7LMMbjXH24fACrVOGWP3fzk7b2qDpLr6aEr4JuVHmB3uec1prs72TyMo91gAxAIlE9OlNo817mE2Wk_LcwnJEWIMiYRkPTXQxK_ikEM5uRIDNNgNN9kUsy37G6UIVu/s640/Screen+Shot+2018-03-05+at+1.37.30+PM.png" title="SoCal MasterMinds meet to help on another improve personally and professionally" width="640" /></a></div>
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It was Harold’s turn to be in the hot seat at his MasterMind
group meeting. Harold was no different than most who have come before a group
of their peers to expose their innermost business goals, needs, and problems.
He was anxious. </div>
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However, he had seen how others before him had weathered the
brutal honesty and heartfelt advice from the group, and he had also seen how
they had been catapulted to change in ways that drove better sales, profits,
and quality of life. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_8vA0dZ7WTm-4QO-rhFWLXh6nFgw3KAPwq7pQYkUWNZaz0pFmSJlP1c6qUWL2ND8EvJQrlWZMxxAitL7Yg981TZwdlsINRgjMrWZRT0zP8DRdfpgudXru7k-jkFpRk3mIUl-4/s1600/Screen+Shot+2018-01-13+at+1.20.37+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="The hot seat will make you better at SoCalMasterMinds.com" border="0" data-original-height="450" data-original-width="446" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_8vA0dZ7WTm-4QO-rhFWLXh6nFgw3KAPwq7pQYkUWNZaz0pFmSJlP1c6qUWL2ND8EvJQrlWZMxxAitL7Yg981TZwdlsINRgjMrWZRT0zP8DRdfpgudXru7k-jkFpRk3mIUl-4/s200/Screen+Shot+2018-01-13+at+1.20.37+PM.png" title="The hot seat will make you better at SoCalMasterMinds.com" width="198" /></a>But Harold’s time would be a bit different than the others.
He had never really faced himself in any real sense, nor had he had anyone in
his tribe who was willing to be honest with him. </div>
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What came next was both ugly
and necessary. Harold became defensive and angry under the questioning of his
motivations, his methods, and his results. His defensiveness became the issue,
which only created more walls to go up in Harold’s emotional response. The
result was that Harold got very little that would help his business from his
hot seat experience. </div>
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On the other hand, as the next hours, days, and even weeks
played out, Harold met with members one-on-one, and recognized how he had sabotaged
his opportunity. His apologized to the group as he realized how his ego got in
the way of his ability to hear truth. </div>
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#1 Reason to Not Join a MasterMind group & #1 Reason to Join</h3>
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You should NOT join a MasterMind group to confirm you own
understandings about yourself, your business, or your expectations. In fact,
<a href="http://socalmasterminds.com/">the number one reason to join is to have those very things examined, tested, and challenged. </a>As business
professionals who run our own show, we are almost always in a bubble, an ivory
tower, an echo chamber. Our only resource for good counsel is ourselves. King
Solomon knew the results of such counsel “Where there is no counsel, plans
fail.” </div>
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#2 Reason to Not Join - You're Happy Being Meh. Join MasterMind Only if You Want to Soar</h3>
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You SHOULDN’T join a MasterMind group if you’re happy with
your current results. As a consultant for the past decade, I’ve run into dozens
of business people who have invested time, sweat, money, training, and taken
huge risks just to make $60-$80,000 per year. And when asked, some of those
will say, “I’m okay with that.”
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVZ-c0JhBVrWflyvpVR3pG3ZKqVyrvXMWe1Ea9usoeAWltwipt2CowBSYqu1ZBJo02VW7kmJca3Ve-IJ-ujmTRNeRKyrRoNZbkdYVrKFIVcj0Nn2odesnoeT4nlPg9s13ENFC4/s1600/Screen+Shot+2018-04-16+at+3.40.33+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="308" data-original-width="274" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVZ-c0JhBVrWflyvpVR3pG3ZKqVyrvXMWe1Ea9usoeAWltwipt2CowBSYqu1ZBJo02VW7kmJca3Ve-IJ-ujmTRNeRKyrRoNZbkdYVrKFIVcj0Nn2odesnoeT4nlPg9s13ENFC4/s200/Screen+Shot+2018-04-16+at+3.40.33+PM.png" width="177" /></a> </div>
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You <b style="mso-bidi-font-weight: normal;">should</b> join a
MasterMind group if you’re not “okay with that.” The other members of the group
are going to use every ounce of their creativity and business skill to provide
you with new ways to improve personally and professionally. If you aren’t
interested in improving, they will lose interest in your participation.
MasterMind members are driven by the desire to see things flourish, not wither
and die.</div>
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If You Lack Persistence, Don't Join a MasterMind Group</h3>
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#3 reason why you shouldn’t join a MasterMind group. Lacking
persistence. <span style="mso-spacerun: yes;"> </span>Most small business owners
and reps are getting mediocre results because they don’t want to do the hard
things. MasterMind is a place where that reality is going to be handed to you
by a group of your peers. Peer pressure may be just what you need to do those
hard things, but don’t come expecting to find a simple, passive,
non-threatening way to make the big bucks. </div>
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Join If You're Ready to Break Out of Your Comfort Zone</h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGjXKPTvHqpUf5daCaXbsDE_KYTs63Cp-qVjESMuQbndgGTAW6CL_9SFa1OUOm6lr1shgv95xJMyMSn7Y7FXAN0QNEH300V0fCWASj8XYJ7i-JVTq_-1VRT4v__Zk3SpVjyE8V/s1600/Screen+Shot+2018-01-13+at+11.31.45+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Prepare to leave your comfort zone at SoCalMasterMinds.com" border="0" data-original-height="228" data-original-width="402" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGjXKPTvHqpUf5daCaXbsDE_KYTs63Cp-qVjESMuQbndgGTAW6CL_9SFa1OUOm6lr1shgv95xJMyMSn7Y7FXAN0QNEH300V0fCWASj8XYJ7i-JVTq_-1VRT4v__Zk3SpVjyE8V/s320/Screen+Shot+2018-01-13+at+11.31.45+AM.png" title="Prepare to leave your comfort zone at SoCalMasterMinds.com" width="320" /></a> </div>
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You should join a MasterMind group if you are really
frustrated with your inability to break out to the next level, whether that is
breaking $100,000 a year or $1m per year. Join if you are making lots of money,
but you’re not enjoying life. Join if you are making money, but have new
directions you’d like to try, and need wise counsel to check your decisions.
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<i><b>Finally, you should join a MasterMind group if you are
looking for a permanent board of directors who have no reason to kid you,
passify you, or stroke you, but will enjoy the thrill of helping you become all
that you can be. </b></i></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span style="background-color: yellow;"><i><b><a href="http://socalmasterminds.com/">MasterMind Groups are being formed in Southern California right now.</a> If you would be interested in learning more about joining a group are starting a group in SoCal, please call Randy Kirk @310-910-1848 or email at RandyKirk77@gmail.com</b></i></span></span></div>
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<br />
<h2 class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1bYxy_naX4zODS8egk8s2esOD2mHV260bzqOKUI8NUEkI0OqlDKQDsp96vG4jwHVMGOeWqBGEScEM8ZTixgmD9HXjx4kaQRHia6_QA5ZDeA3xUNJD55p95HxUw4dkBAM6Gjmz/s1600/Screen+Shot+2017-07-21+at+5.09.53+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="597" data-original-width="802" height="238" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1bYxy_naX4zODS8egk8s2esOD2mHV260bzqOKUI8NUEkI0OqlDKQDsp96vG4jwHVMGOeWqBGEScEM8ZTixgmD9HXjx4kaQRHia6_QA5ZDeA3xUNJD55p95HxUw4dkBAM6Gjmz/s320/Screen+Shot+2017-07-21+at+5.09.53+PM.png" width="320" /></a></div>
</h2>
<h2 class="MsoNormal">
Carefully Considered and Written Goals May Dramatically Increase Your Overall Success</h2>
<div class="MsoNormal">
My mom used to say: “You’re going off half-cocked.” Most of
the small businesses that I have worked with could use the same challenge. Any
well-run effort should have a plan, and every serious plan starts with the goals.
The goals answer the questions:</div>
<ul>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Why am I doing this?</li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>What are the ultimate success metrics?</li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Why would consumers or businesses buy from me?</li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Am I passionate enough to do what needs to be
done?</li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There may be a few more questions for that list, but those
would be a great place to start. There is an almost unlimited list of ways to
make a living or a fortune. Evaluating your specific idea by asking these four
questions can help you to make choices between options, and get serious with
yourself about diving in. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You are about to risk substantial time, money, energy, and
emotion. Setting very specific goals before you start that effort is A.
Sensible, and will B. Actually contributes to your success. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You may want to start with your personal life goals. Have
you thought them through? Have you written them down? Recent research has shown
that those who write down their goals achieve success at a much higher level
than those who have not. I believe this advantage derives from the kind of
thought that goes into the writing process. You might have some general goals
in your mind about what you want in the future, but writing them down will
bring clarity, and cement them in your mind and heart. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Whether we are talking about personal goals like family
size, where to live, lifestyle choices, and charitable efforts, or business goals
like total sales, profits, or type of enterprise, clear goals will provide
direction regarding strategies and tactics. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The headline promised that this article was not just for
start-ups, and it isn’t. You can and should stop yearly at least to contemplate
any changes in goals, and to review your progress towards achieving the goals
you’ve been working on. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Another time to think through your goals is when there is a
major transition such as a major new product line, an acquisition, a buyout
offer, or retirement. Entrepreneurs are commonly distracted from their primary
focus by some new, bright shiny object. Even a new line of business for the
company may look great in concept, but not really be lined up with the goals
you’ve set. Of course, you can change your goals any time, but it is better if
that decision is considered in the light of “changing goals,” rather “it seems
like a good idea.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There are many excellent books on goal setting. The first
few chapters of my book, “<a href="https://www.amazon.com/Running-21st-Century-Small-Business-Starting/dp/0446696188/ref=asap_bc?ie=UTF8">Running
a 21<sup>st</sup> Century Small Business</a>,” take a deep dive into setting
life goals. </div>
Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com5tag:blogger.com,1999:blog-13104846.post-18767276492817551632017-06-23T16:38:00.001-07:002017-07-15T12:02:16.626-07:00New Crowdfunding Methods to Raise Cash for Both Startups and Mature Businesses<h2>
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</style>Kickstarter, StartEngine, GoFundMe, and Others Can Help Your Business Raise Needed Money</h2>
<div class="MsoNormal">
<br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: small;"><b><span style="font-family: "avenir book";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV8EDEMp_cH5FPxyhDhgVWo2VV0yw6fJ72yeZ-PmmBrxNDHsNPZyssSNe1dnVxBlbInq0_TjN1etAihn6hDkEMVvGNxfAR2LVM17-we9lOLbaZAHsxkejimbCvmQOJvTXLxQ_1/s1600/Screen+Shot+2017-07-13+at+4.56.00+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="504" data-original-width="1132" height="283" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV8EDEMp_cH5FPxyhDhgVWo2VV0yw6fJ72yeZ-PmmBrxNDHsNPZyssSNe1dnVxBlbInq0_TjN1etAihn6hDkEMVvGNxfAR2LVM17-we9lOLbaZAHsxkejimbCvmQOJvTXLxQ_1/s640/Screen+Shot+2017-07-13+at+4.56.00+PM.png" width="640" /></a></span></b></span></div>
<br />
<br />
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Do you have an idea that you
believe could sell millions of units, but you just lack the money to bring it
to market? I have been faced with that dilemma multiple times in my life. The
resources generally available until just this decade are listed below and I
have done all of them, some of them multiple times or continuously:</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Credit Cards</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Friends and family equity or loans</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Borrowing against personal assets like your home</span>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";"></span><span style="font-family: "avenir book";"> </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Bank borrowing using personal guarantee, personal or business
assets</span></b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";"> </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Small Business Administration Loan</span></b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";"> </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Selling stock to qualified investors with SEC filing</span></b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";"> </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Asset lending on accounts receivable, inventory, or purchase
orders</span></b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";"> </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Customer advanced payments</span></b></span></li>
</ul>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">All of these are still valid
methods and commonly used, but there are limits and companies are commonly not
able to use these approaches for all the opportunities or crises they
encounter. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Now there are two more
methods that are creating massive funding for companies, products, and services
that don’t require any assets or much cash. Both involve crowdfunding online.
One method uses “rewards” that are paid for in advance based on a HOPE that the
company will actually deliver the rewards as promised, someday. Almost
generically known as Kickstarter, the most common reward is a new product that
the funding is designed to help the entrepreneur bring to market. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">The other is raising equity
or loans from qualified and non-qualified investors in amounts as little as
$100 at a time. The investors are found online as part of a crowd of folks that
like to take these kinds of risks. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: large;"><b><span style="font-family: "avenir book";">Let’s take a look at these
one at a time </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Over the course of the last
40+ years I have brought multiplied hundreds of products to market and either
owned or worked with 180 companies that offered products are services. In the
course of these years they new company or new product process worked something
like this:</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Idea </span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">Business plan for development</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Cash requirements analysis</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Personnel and facilities requirement to launch</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "symbol";"><span style="font-family: "times new roman"; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"></span></span><span style="font-family: "avenir book";">Source of cash analysis</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Timeline</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">Raise cash, execute on personnel and facilities</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Spend money on design, tools, packaging, inventory</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Take idea to buyers and attempt to create pre-orders based on
brochures or prototypes</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">Make initial buy of inventory with no idea how fast product will
move through distribution and off the shelves.</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Ship and wait for results – manage results to best extent
possible</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Evaluate and shift as necessary regarding product, packaging,
POP displays, distribution channel marketing, price, competitive shifts, etc.</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Evaluate movement and begin to plan inventory rotation based on
sales</span></b></span></li>
</ul>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Kickstarter and other
websites like this are now firmly established with outstanding records for
raising amounts as small as a few thousand dollars to multiple millions. The
advantages for any company launching a new product using Kickstarter are huge:</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Almost all of the risk is shifted to those seeking the reward
(product.) With other methods the entire risk generally falls on the company
and/or owner.</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You can test market the product prior to spending more than a
few dollars on copy, artwork, videos, etc., about the proposed product</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">The product gets displayed on a website where thousands of
potential consumers can see your concept and potentially take a risk by placing
an order for the “reward.”</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">The marketing content that you create for a successful
Kickstarter campaign is now tested and ready to be used to sell in the future
in traditional “stores.”</span></b></span></li>
</ul>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<h3 class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">What does it take to create
a successful Kickstarter type campaign?</span></b></span></h3>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">A solid and serious new product or service idea that has an
element of inspiration around it. There needs to be something seriously new and
innovative. </span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">Your own large following on social media, preferably including a
big email list of folks who would be interested in the product or at least with
helping you out.</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">A well thought out and creative pitch that can be translated
into Great Copy, videos, spec sheets, etc</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">Rewards – This would include variations of your product, but might
also include T shirts, thank you letters, etc.</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">A serious fund raising goal</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Evidence of trustworthiness</span></b></span></li>
</ul>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">What if there is no “amazing”
new product, but you have a great company idea, or an existing company with a
track record. If you would like to issue stock, you can go traditional routes
similar to what John just outlined with friends, family, associates, venture
capitalists, etc. But congress passed a bill which provides a new route.</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">You can now use online
resources, including social media, to “advertise” your stock offering to both
qualified and non-qualified investors. The stock can be preferred or common,
voting or non-voting, it can even be bundled so that you are only dealing with
one entity instead of thousands of individual share holders. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Under these new rules, these
stock offerings do not have any of the onerous SEC requirements that earlier
offerings require. Sadly, you are limited to only raising $2m per year. LOL</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<h3>
<span style="font-size: large;"><b><span style="font-family: "avenir book";">How does this process
work? What do you need to be successful?</span></b></span></h3>
</div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">While there are those who
only try to raise a few thousand dollars using this approach, I would recommend
sticking to credit cards and Mom if that’s all you need. Personally, I would suggest
a minimum raise of $25,000 or even $50,000 for this type of stock offering. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">You will want professional
help. Start Engine Is one of the largest, but there are many. Each has their own
niche, so it is hard for me to say which would be better for you. The reasons
you need help:</span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">Unless you think your friends and fans will fork over all you
need, these online companies are followed by investors looking for these types
of opportunities. </span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">They will help you with the legal filings and what you need on
your listing</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">For a fee, some will help you with the marketing (Start Engine
$4000)</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">There are also issues of timing, how much to ask for, how to
value your company preoffering and what that will look like post offering. </span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">The actual type of stock, limitations, etc., are other legal
issues you may get help with.</span></b></span></li>
</ul>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">To be successful, you either
need a killer idea, a great company story, an amazing leadership team or all of
the above. Then you need to tell your story within the bounds of legal and
ethical constraints. In other words, you are not allowed to puff your deal. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><b><span style="font-family: "avenir book";">Consider this scenario,
which is exactly what I’m doing with a current client. </span></b></span></div>
<span style="font-size: small;"><b>
</b></span><br />
<span style="font-size: small;"><b>
</b></span><br />
<ul>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">You have a new product or
service idea</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You have $10,000 available
from friends, family, credit cards, cash flow</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You raise $50,000 through a
stock offering (cost $7000) Net $43,000</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You put the new product concept
up on Kickstarter – cost $5000</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">You raise $100,000 (cost of
goods $50,000) net $45,000</span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You now have $98,000 in
working capital ($88,000 if you repay the $10,000)</span></b></span></li>
<li><span style="font-size: small;"><b><span style="font-family: "avenir book";">You finish the research,
make the tooling, buy the goods and ship the orders. </span></b></span></li>
<li><span style="font-size: small;"><b>
</b></span><span style="font-size: small;"><b><span style="font-family: "avenir book";">You may have spent some of
the $98,000 on the make ready and overhead.
Let’s say you have $50,000 left. You can now use the $50,000 to buy
inventory, set up the product on Amazon and eBay, and start selling.</span></b></span></li>
</ul>
<span style="font-size: small;"><b><span style="font-family: "avenir book";">If you would like to discuss more about the details of these methods of starting or financing your small business, please call Randy Kirk at 310-910-1848. The first 45 minutes of consult is without charge or obligation. </span></b></span><span style="font-size: small;"><b>
</b></span><br />
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<span style="font-size: small;"><b>
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<div class="MsoNormal">
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<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><b>
</b></span><br />
<div class="MsoNormal">
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<span style="font-size: small;"><b>
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<div class="MsoNormal">
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<span style="font-size: small;"><b>
</b></span>Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com5tag:blogger.com,1999:blog-13104846.post-74050640630119160912017-03-17T15:37:00.001-07:002019-02-17T17:14:50.850-08:00No Matter What Your Business, Your Business Is About People<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRQllCHLQyND4dHepn5ARk2spPx0DiFvhiBPdF-znozBvKtv1gVrLZGqdymNd61VlJUIrym8JPhxaGA1TKGQKqI5n8_8QIs9t3caJUhLKOcIDfKA9LT71OrXrCJTCblhEX1KcS/s1600/AdobeStock_120691313.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="128" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRQllCHLQyND4dHepn5ARk2spPx0DiFvhiBPdF-znozBvKtv1gVrLZGqdymNd61VlJUIrym8JPhxaGA1TKGQKqI5n8_8QIs9t3caJUhLKOcIDfKA9LT71OrXrCJTCblhEX1KcS/s400/AdobeStock_120691313.jpeg" width="400" /></a></div>
<br />
<b>Time to be real. </b>Business owners are not always very good with people. The very fact that someone chooses to run their own show generally points to the fact that they don’t want to work for or be managed by people. Entrepreneurs are almost by definition rule breakers who play to the beat of a very different drum.<br />
<br />
To be sure, some owners are great at issues dealing with people, such as hiring, firing, motivation, and sales. Many restaurant owners love to chat up their patrons. And we’ve all seen the owners whose employees stay for decades, because they love the boss.<br />
<br />
Whether or not you are “good” with people, a huge percent of the major issues you will deal with each day have to do with customers, suppliers, and staff…people. And there is always room for improvement in knowing how to manage all these unique and interesting folks.<br />
<br />
So back to being real. Rate yourself from 1-10 with 10 being best on the following:<br />
<br />
<ul>
<li> Hiring great personnel</li>
<li> Managing my staff</li>
<li> Managing my employees who also happen to be my childrent</li>
<li> Managing sales staff</li>
<li> Managing managers</li>
<li> Working with suppliers</li>
<li> Customer relations</li>
<li> Personal sales skills</li>
<li> Planning for business transitions</li>
<li> Planning an exit strategy</li>
<li> Setting goals</li>
<li> Helping others set goals</li>
<li> Holding others accountable</li>
<li> Training</li>
<li> Delegating tasks</li>
<li> Delegating responsibility</li>
<li> Delegating authority</li>
</ul>
How did you do? This is the short list, and not exhaustive my any means. Think about other issues like working with bankers, investors, and so much more.<br />
<br />
Everybody has strengths and weakness. A great CEO recognizes clearly where he/she has deficiencies and works to fill those places with outstanding associates, either on the payroll or as outsourced service providers and consultants.<br />
<br />
As a consultant, I commonly see huge gaps in the people skills of the owners I work with. Sometimes these are very damaging to the prospects of the company. For instance, imagine the impact of poor customer service today, when every mistake is blown up on Yelp. Or think about the legal consequences of inappropriate behavior among the top management. I have personally witnessed the destructive potential of an employee who is a negative Nellie or who undermines the owner. And the damage that can be done by poorly managed sales people is no secret.<br />
<br />
If you feel like the time has come to deal with some of your personal shortfalls in the people skills area, or if you have employees that need such help, please check out our <a href="https://socalmasterminds.com/">MasterMind groups</a> as a way to get great peer-to-peer help in managing your people. <br />
<br />
<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com2tag:blogger.com,1999:blog-13104846.post-89689754467385693872015-09-14T15:12:00.000-07:002015-09-14T15:12:13.384-07:00Understanding Your Financial Statements Is Critical to Great Marketing!!!<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK94RauOLwgDytDOaBeKen8OVo7n_PwqMvOvlEonLVnLqDIaebe9r95Swh6Wx2ZXh_2pKFq98wfm98vs91tDjSo1X-OMVUb8X2kA2pwzsT6H2_jQcu1Ro2V0Om1hIqfbtB0xHU/s1600/Screen+Shot+2015-08-17+at+2.20.36+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK94RauOLwgDytDOaBeKen8OVo7n_PwqMvOvlEonLVnLqDIaebe9r95Swh6Wx2ZXh_2pKFq98wfm98vs91tDjSo1X-OMVUb8X2kA2pwzsT6H2_jQcu1Ro2V0Om1hIqfbtB0xHU/s320/Screen+Shot+2015-08-17+at+2.20.36+PM.png" width="320" /></a></div>
<h2>
</h2>
<h2>
You can't manage what you can't count</h2>
One of my clients owns a botique <a href="http://accountingtaxespayroll.com/">bookkeeping, accounting, and payroll processing business in Los Angeles</a>. She is very successful, but needed help with her online effort. As part of that effort I authored a series of blog posts relating to the importance of using income statements (aka, profit and loss) and balance sheets to increase profits in any small business. Here are the headlines. Click through to read the details.<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-1-margins-matter/"><br /></a>
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-1-margins-matter/">Increase Your Profits Tip #1 - Margins Matter</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-2-margin-analysis-case-study/">Increase Your Profits Tip 2 – Margin Analysis – Case Study</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/tip-3-financial-reports-reveal-luxuries/">Increase Your Profits Tip 3 – Financial Reports Reveal Luxuries</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-4-financial-reports-reveal-fantasy-thinking/">Increase Your Profits Tip 4 – Financial Reports Reveal Fantasy Thinking</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-5-six-numbers-you-need-to-run-any-business/">Increase Your Profits Tip 5 - Six Numbers You Need to Run Any Business from Maui</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-6-risk-comes-from-not-knowing-what-youre-doing-warren-buffet/">Increase Your Profits Tip 6 - "Risk comes from not knowing what you're doing." Warren Buffet</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-7-count-this-and-that-and-even-this/">Increase Your Profits Tip 7 – Count This and That and Even This </a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-8-that-was-really-dumb-warning-app/">Increase Your Profits Tip 8 – “That Was Really Dumb” App</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-9-what-were-your-sales-last-year-same-month-the-year-before/">Increase Your Profits Tip 9 - What Were Your Sales Last Year Same Month? The Year Before?</a><br />
<br />
<a href="http://www.accountingtaxespayroll.com/increase-your-profits-tip-10-where-did-all-my-cash-go/">Increase Your Profits Tip 10 - Where Did All My Cash Go?</a><br />
<br />
No matter what kind of company you have or where you are in the US, you may want to give ATPP a call to discuss whether they would be a good fit to do your payroll processing, bookkeeping, and are accounting for you. You can reach them at<br />
<br />
<b>ATPP Accounting Tax Payroll Partners </b><br />
20058 Ventura Blvd #118<br />
Woodland Hills CA 91364<br />
phone: 818-436-2775
Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com3tag:blogger.com,1999:blog-13104846.post-8862340999269573112015-02-01T13:27:00.000-08:002015-02-01T13:27:06.969-08:00Twitter for Small Business - What You May Not Know Could Help You<h2>
<span style="font-size: x-large;"><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht54bLazNSRFTXslgSvKTVMimR_oC-Law-bYtnzfrG_bmftyQkPvaXxJ8vpjFMWFouEAUrdZ6DgnZx9FPJSBsKrb7b6x9GNE42Gq7AiACQ7WlLmP8npZ5YpkV8QPk5QhOpNPFz/s1600/Screen+Shot+2015-02-01+at+1.25.03+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht54bLazNSRFTXslgSvKTVMimR_oC-Law-bYtnzfrG_bmftyQkPvaXxJ8vpjFMWFouEAUrdZ6DgnZx9FPJSBsKrb7b6x9GNE42Gq7AiACQ7WlLmP8npZ5YpkV8QPk5QhOpNPFz/s1600/Screen+Shot+2015-02-01+at+1.25.03+PM.png" height="121" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: x-large;">Your Tweets get found on Twitter by keywords - but not on Google</span></div>
</span></h2>
<br />
I do a lot of blogging for my clients. These blogs generally get over 10,000 page views per month. Most of those page views do NOT come from Google. They come from Twitter.<br />
<br />You see Google search (Bing, Yahoo, etc.) is totally clogged. The amount of content on the internet is doubling every year, and there is no end in sight. But the amount of content that can be consumed by the folks is not increasing at the same rate. This is making the competition for those eyeballs more and more expensive to acquire. Where I may have posted on a blog five years ago and seen that post on page one under some keywords I cared about. Not so today. Not without a lot of extra work or much more careful selection of the keywords. Even when successful, the readership will be less.<br />
<br />
How do we business owners get better at reaching our clients online with that content. We need to find out how they are searching. And the search engines of the future may be more tied to social media than to the wide open spaces like Google.<br />
<br />
Twitter's search engine only searches Tweets. If you search by a person or keyword or hashtag, it isn't going to give you results for YouTube or a website or a blog. Because not very many folks are paying attention yet, it is still possible to dominate Twitter search with a few good Tweets per day. These tweets can be linked to your blog, website, video, etc., and can contain a phone number or other ways to directly reach you.<br />
<br />
In addition, many Twitter users have set up key word alerts that are always searching for certain words they care about. Commonly this would be their favorite sports team, their college, or their home town. If someone Tweets that there is a great party going on in Columbus Ohio, and you are alerted for Columbus, you'll find out about the party. Google has an alert system like this, but it is not nearly so popular as Twitters, because Twitters content is social and immediate.<br />
<br />
Small business owners will find that in today's internet scramble to find new customers, the time and energy will be better spent on YouTube, blogging, Twitter, and Linkedin. If you'd like to be a part of that future, give me a call at 310-910-1848.Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com3tag:blogger.com,1999:blog-13104846.post-23218491262868381952014-04-10T13:45:00.000-07:002014-04-10T13:45:49.700-07:00Video Marketing Rocks! 90% of Consumers Use Video in Research<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/EOU0Jv-WG68?list=UUw_7gKo45ML3-iTy9YKLR_g" width="560"></iframe>
<h2>
<span style="font-size: x-large;"> </span></h2>
<h2>
<span style="font-size: x-large;">ROI on video is off the charts for most small local business owners</span></h2>
<br />
According to Media Post Publications:<br />
<br />
<h1 id="title">
Consumers Who Watch Product Videos Spend More on the Product</h1>
<blockquote class="tr_bq">
<div id="meta">
by <a class="authorEmail" href="http://www.mediapost.com/publications/author/722/daisy-whitney/" rel="author">Daisy Whitney</a></div>
<div id="side">
<div class="side_section">
<h3>
Tags</h3>
<div id="tags">
<a href="http://www.mediapost.com/publications/tag/online-video/">online video</a>, <a href="http://www.mediapost.com/publications/tag/video/">video</a> </div>
</div>
</div>
<div id="article_body">
If a brand isn’t offering product videos on its website, it’s missing a potential marketing and engagement opportunity. </div>
<div id="article_body">
</div>
</blockquote>
<div id="article_body">
<blockquote>
<div class="FreeForm">
About
90% of consumers watch online videos, and
online shoppers are nearly twice as likely to make a purchase than
consumers who do not view video, according to new research from video
marketing firm Invodo.</div>
<div class="FreeForm">
<br /></div>
<div class="FreeForm">
Video is also a
key opportunity because of its engagement rate. About <a href="http://www2.invodo.com/l/12102/2013-12-10/kfdcc">65% of </a><a href="http://www2.invodo.com/l/12102/2013-12-10/kfdcc">video viewers watch
videos through to 80% completion</a>. Most videos end on a product tag
or logo, so not watching the final seconds isn’t a huge loss. Consumers
are responding well to videos on ecommerce sites,
where most videos overall generate a 4.3 rating on a 5-star scale, a
promising figure that suggests consumers do value the content in them.
On average 12% of visitors to an ecommerce web page view a
video when one is available. Many of those visitors often spend more
money.</div>
<div class="FreeForm">
<br /></div>
<div class="FreeForm">
As an example, <a href="http://www2.invodo.com/l/12102/2014-03-25/lnph3">L’Oreal’s
Kerastase hair care line runs videos</a> about the products and then
links from the videos to a shopping page. The average value of an order
for consumers who viewed the hair care videos was 18%
higher than for those who did not, Invodo found.</div>
<div class="FreeForm">
<br /></div>
<div class="FreeForm">
Invodo
recommends integrating videos widely across a brand’s site from search
results, to category pages, to landing
pages, so that the video can meet the consumers wherever they are. Video
can also be syndicated to partner sites, mobile apps, in stores, on
reseller sites and in email.</div>
<div class="FreeForm">
<br /></div>
<div class="FreeForm">
Emails with the word “video” in the subject line generate 18.5% higher open rates, Invodo adds.</div>
</blockquote>
<div class="FreeForm">
<br /></div>
<div class="FreeForm">
My clients have the same experience. Whether a <a href="http://mortgagehelplosangeles.com/">mortgage broker</a>, a <a href="http://taxrepair.com/">tax resolution company</a>, <a href="http://bicyclesports.com/">a bike shop</a> or a <a href="http://fitness-science.net/">personal trainer</a>, videos make the phone ring and the door swing. </div>
</div>
<br />
<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com6tag:blogger.com,1999:blog-13104846.post-75423192349469184092013-06-25T10:18:00.000-07:002013-06-25T13:00:25.550-07:009 Ways to Improve Your Luck in Small Business<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN4nLh3L8xnQ9A_DC1iBqUGvBhaq-SEQWu_ezWNi3X2WYEjms1kMJqFL-Y8aOIvnXR5DdO9l810yv5hD3sAsTxqi_7oFpno7qKZNHdAT-pfGjVml5yGCt2ogzi9VngO7lWbqbr/s1600/Screen+Shot+2013-06-25+at+10.14.28+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="260" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN4nLh3L8xnQ9A_DC1iBqUGvBhaq-SEQWu_ezWNi3X2WYEjms1kMJqFL-Y8aOIvnXR5DdO9l810yv5hD3sAsTxqi_7oFpno7qKZNHdAT-pfGjVml5yGCt2ogzi9VngO7lWbqbr/s320/Screen+Shot+2013-06-25+at+10.14.28+AM.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Lucky Rabbit - Has all 4 feet</td></tr>
</tbody></table>
<h2>
<span style="font-size: x-large;">How Big A Factor Is Luck in Business Success? </span> </h2>
Never underestimate what the grand kids are picking up in a room full of adults. I can distinctly remember bridge nights at my Grandparent's house. At some point in the evening, someone would invariable comment on my Poppy's "luck." And while I'm not sure whether his reply was forthcoming at that very moment or not, I did know his philosophy. <i><b>You make your own luck.</b></i><br />
<br />
You see, he was lucky at bridge and poker because he counted cards and studied the game. He was a national doubles champion in bowling because he was "lucky" enough to practice and learn to depend on his muscle memory. He was lucky in love, parenting, and business.<br />
<br />
This in no way should suggest that we are not all subject to the vagaries of chance. Lightening struck my factory. You don't have to tell me.<br />
<br />
On the other hand, we who are in pursuit of success in any field might be too quick to check our pocket for the rabbit's foot, point to our competitor's luck, or grouse over our bad luck in the market (I own Apple at $550, and the only reason it is $400 right now is because I own it). <br />
<br />
How can we make our own luck. Here are 9 ways to "almost" guarantee a luckier future:<br />
<ol>
<li><b>Hard work. </b>Poppy is speaking to us all through the grave. Part two of his philosophy: The harder I work the luckier I get. He would undoubtedly have agreed that he had some advantages in life. He was reasonably athletic, reasonably attractive, reasonably charming, and reasonably smart. Getting lucky in the gene pool is helpful, no doubt. But don't you know folks who are really athletic, really attractive, really charming, and really smart who are barely making it through life or worse. Business success require extremely hard work and long hours. More than anything, that might change your luck</li>
<li><b>Do the hard things.</b> This is different than working hard. I can certainly tell you of 14 hour days in my business life when all I did was stuff I liked doing. I don't like making cold calls. I don't like confrontation (with employees, suppliers, partners, investors). I don't like doing long projects with a lot of detail. There's a really long list of things I don't like to do that need doing. Doing those things more would have made me luckier in business. </li>
<li><b>Do things really well. </b> My Poppy once bowled 19 strikes in a row. You don't do that because you got up on the right side of the bed. There is an entire industry built around the idea that you need to do something 10,000 times to become an expert. Preparation, practice, concentration during execution will all improve luck.</li>
<li> <b>Stick your neck out. </b> I believe that the meek will inherit the earth. But that Biblical wisdom is often misinterpreted. There was nothing timid about Jesus, Peter, Paul, or any of those who led the early church. <i><b>You can't sell anything that you don't offer to a potential buyer. </b></i>And you are unlikely to get lucky sitting around waiting for the phone to ring after putting your name on Craig's List. Be bold. Be different. Be visible. You luck will change.</li>
<li><b>Don't be stupid.</b> I'm hoping that my Grand kids will remember me for this mantra. It comes from a series I call Randy's Math Rules. If the answer makes no sense, rethink or rework. It is a really great way to check your math answers. This applies to so much of life, including our business life. Did you just come up with a solution to a problem that makes no sense? Rethink and rework. Are you chasing an idea or trying to sell a product or service that doesn't add up. Rethink and rework. Do you have partners, associates, suppliers, or employees that are subtracting from your luck. Subtract them. </li>
<li><b>Make things happen.</b> You are the only person who can determine your destiny. Take responsibility and get into proactive mode. Is business slow? Don't blame Obama. And don't blame Bush either. Don't blame anybody. Change something, add something, subtract something, raise a price, lower a price, hit the road, do a crazy stunt, start calling people.</li>
<li><b>Help others to succeed. </b> Your luck will definitely improve if you have helped other people to improve their lives. Be a mentor, encourager, guide, door opener, motivator, and champion of your spouse, kids, employees, friends, associates, suppliers, and customers. It isn't necessarily about the Karma. It is a part of the natural order of things.</li>
<li><b>Give back.</b> You contributions of time, talent, and treasure to your neighborhood, community, industry, church, or association will change your luck in many ways. It will build your skill sets, your network, your confidence, and a vault full of appreciation that may be very helpful when you have an unlucky streak.</li>
<li><b>Live with Integrity.</b> One more from my Poppy. He literally wrote the book on bidding practices for the Mason Contractors Assoc. Your reputation of honesty in business is a critical component of your luck. </li>
</ol>
BONUS - One way to change your luck is to utilize great outside resources to help with areas that you can't do yourself due to lack of time or talent. We offer comprehensive marketing consultation for small businesses that can't afford a marketing manager or department. And we do so at a cost that is affordable for the bakery, the solo lawyer, or the bike shop. Call me. We only work with 20 businesses at any one time. As of this writing, we have 19.<br />
<br />
<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com7tag:blogger.com,1999:blog-13104846.post-24492338818409681942013-06-12T04:00:00.000-07:002013-06-12T04:00:05.856-07:00Do Something Outrageous to Draw Attention to Your Business<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbqj7BSfwDl55AjUR4s4e7f19F4oNdTz2aWzwpr_hYr0Fq-qg98ljIRa-okv7Tt4xHhtYFSeW4bySAPJt_BYqGKOCWRgkGKyGJYyAiVqFugbJ8P5Jx4P6VLc-DKIFMsvQUD114/s1600/Screen+Shot+2013-06-08+at+11.44.46+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbqj7BSfwDl55AjUR4s4e7f19F4oNdTz2aWzwpr_hYr0Fq-qg98ljIRa-okv7Tt4xHhtYFSeW4bySAPJt_BYqGKOCWRgkGKyGJYyAiVqFugbJ8P5Jx4P6VLc-DKIFMsvQUD114/s320/Screen+Shot+2013-06-08+at+11.44.46+AM.png" width="320" /></a></div>
<h2>
Big, Big Balloons, Banners, Sign Spinners, Celebrity Visits, Block Parties, Tent Sales</h2>
<br />
Sorry, this post will not apply easily to those who have an office on the third floor in an office building, or those who work out of their home. But if that's you, you might just have to be a bit more creative.<br />
<br />
I have a car dealership near my home that takes up an entire corner on a very busy intersection. Once a year, they have a tent sale <i><b>across the street </b></i>in the parking lot of a regional mall. This tent sale is directly across the street. What could they be thinking. The tents and balloons and activity on the other side of the street creates a new and different draw. No matter how big or impressive your business, eventually your facility fades into the background and might as well be invisible.<br />
<br />
Another car dealer nearby was on a not so busy street, but the building was visible from the 405 freeway in Los Angeles. You may know that this is one of the busiest freeways in the country. No one passing buy would have paid any attention to his dealership had he not put giant gorilla balloons on the top of the building.<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLDr-Wqh4nHxM1PnN20WBTdvFnQle4gEeOtPxEPLreK6OJq0g8rvm9pkt89cpdmxsK9pjxSK8nHyg59ZyPledlP-oIGMafSRpchUxCCDmkUAu5Yf-RASxpim-1X17YN-3J0s7h/s1600/Screen+Shot+2013-06-08+at+11.48.40+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLDr-Wqh4nHxM1PnN20WBTdvFnQle4gEeOtPxEPLreK6OJq0g8rvm9pkt89cpdmxsK9pjxSK8nHyg59ZyPledlP-oIGMafSRpchUxCCDmkUAu5Yf-RASxpim-1X17YN-3J0s7h/s320/Screen+Shot+2013-06-08+at+11.48.40+AM.png" width="320" /></a></div>
<br />
Over tax day this past April, you had no choice but to learn that there was a new tax preparer in Los Angeles, competing with H&R Block. Weirdly costumed characters were found all over the city, and you had no choice but to look.<br />
<br />
Many of my clients call and ask if they should spend $1000 on this print adv or $600 a month for some internet opportunity. I have no doubt in my mind that these Liberty characters cost less than $1000 per location and were worth every penny.<br />
<br />
So, you are in that office on the 2nd Floor. You dental business needs a boost. If you can't get the landlord to let you put a balloon on the roof, can you put a banner out the on the side of the building. If that's out, too, how about checking with businesses right around you. Can you put a sign on their roof. They'll get some bang from the looks their way.<br />
<br />
Or how about a truck wrap. Most truck wraps or signs end up on vehicles that have some kind of utility other than as a sign: Construction, home services, and delivery trucks. Why only them? Why can't you have a moving billboard or even more than one. Park them around on different streets at different times. Drive them during rush hour up and down your street. <br />
<br />
Most wraps are around $1700. Then you have the cost of the vehicle. Buy something cheap, but clean. <br />
<br />
So, I turn it over to your brainstorming department. How can you get a huge bunch of eyeballs pointed at your building, sign, truck, or tent? <br />
<br />
<br />
<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com5tag:blogger.com,1999:blog-13104846.post-60381591730247637632013-06-10T06:00:00.000-07:002013-06-10T06:00:06.283-07:00Do Something Wild and Crazy - Price - Giveaway - Hours - Delivery<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEWMWQ1PnUExVxYktb3X4A0l29sN28SQ85sPBLNq_wXStlu3yuOGMytmQYh-Ul0hvHMrDr4kBy1DPgKJlNGFvWfCNTgmYblzo58cCw-Mjd6hprc4YqIA_ipva8MNoeJpL5pN1D/s1600/Screen+Shot+2013-06-08+at+11.07.46+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEWMWQ1PnUExVxYktb3X4A0l29sN28SQ85sPBLNq_wXStlu3yuOGMytmQYh-Ul0hvHMrDr4kBy1DPgKJlNGFvWfCNTgmYblzo58cCw-Mjd6hprc4YqIA_ipva8MNoeJpL5pN1D/s320/Screen+Shot+2013-06-08+at+11.07.46+AM.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Shake up the Market - Buy Right and Sell at A Crazy Price</td></tr>
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<h2>
Sometimes You Just Have to Shake Up the Market to Boost Up You Sales</h2>
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A barber was having a hard time paying the rent. His normal hours started at 10:00. I suggested that working men can't come in between 10:00 and 5:00. Why not open at 7:00 and see what happens. He did and the results were instantaneous.<br />
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A bike shop was in a very competitive neighborhood, and he was tired of trying to compete on price. He decided to try staying open until midnight. He gathered a crowd that became very loyal.<br />
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A restaurant opened their doors and was underwhelmed with the response. So they blanketed the neighborhood with a flier that offered a free meal to anyone from Friday at 5:00 pm until Sunday at 7:00 pm. There was a line around the block practically the entire weekend. According to the owners, they never had to advertise again.<br />
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Another restaurant story. One of the most successful restaurants/diner in Los Angeles has a weekend once each year where they roll back prices to their opening week in the '50. It is a huge draw.<br />
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It is a marketing legend. We all took the taste test in the mall. Who would turn down free cookies. Mrs. Fields is still going strong decades later based on offering a small sample free.<br />
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Then there's the story of Two Buck Chuck. The Trader Joe's chain of local grocery stores did what they had done hundreds of times before. They carefully researched a single product, found one that was of excellent quality, but much lower than expected cost, and bought a bunch of it. The product became legendary.<br />
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What could you do that would be wild and crazy? Could you take a commodity product and offer it as a loss leader even for a day? Could you offer special hours to gain fans who otherwise find it hard to do business with you? <br />
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Remember Thrifty Drug Stores. An ice cream cone used to be 5¢. When? 1950? No, at least into the '70s. Later it went to 10¢. Kind of hard to not go in on a hot day and get that nickle cone.<br />
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What about service. Here was an inexpensive service touch that changed an industry. Who would have ever thought that urban housewives would be buying bulk pet food and kitty litter. They key to getting mom to stop buying 5 pounds of kitty litter or 3 cans of dog food at the grocery store? Have the staff at the pet shop carry the 25 pound bags and cases of food out to the car. <br />
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<h3>
<b>A Few Rules About Doing Something Wild and Crazy</b></h3>
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The restaurant who had the free weekend. It had to be great food. $2 Chuck had to be good enough wine for the uppity West Los Angeles clients that formed the base of the Trader Joe empire. Staying open late or opening early. You will need a massive sign and other publicity. Call the paper.<br />
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And if your crazy price isn't crazy enough, the opportunity is lost. 50% off isn't going to get it unless it is 50% off the lowest price of a regularly discounted product. I can remember buying a years supply of Pepsi when it went on sale for 16¢ a can. Normally at that time it was around 35¢.<br />
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Let's walk through that one for a minute. Let's say that you can buy Pepsi wholesale for 20¢, and that normal retail is 30¢. You offer it for 15¢ in order to cause a stir and get traffic in the store. You sell 5000 cans and lose 5¢ on each can for a $250 total loss. Or maybe you sell 50,000 cans for a $2500 loss. How many folks will be walking through your store to get to those cans in order to move 50,000 cans. And yes, please make sure those cans or at the back of the store.<br />
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Keep in mind - Wild and Crazy. Your competitors have to say: "What? Is he crazy? <br />
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<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com2tag:blogger.com,1999:blog-13104846.post-81417796065889567442013-06-07T14:44:00.000-07:002013-06-07T14:44:33.898-07:00My Biggest Social Media Marketing GOOF! How You Can Learn From It.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr6Go69j_YpZ68FTPftwMQGPHs8chbKb_CG2Oiuj3Vga7caAQLHwKjpyvGtOQ_xuXlm62sjoHZH7uORSBGoHy05AEv4V42QvPwOONVEiCK1Oakor2Zwmn8HlxS78nc5YQ5xMYk/s1600/Screen+Shot+2013-06-07+at+2.40.56+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr6Go69j_YpZ68FTPftwMQGPHs8chbKb_CG2Oiuj3Vga7caAQLHwKjpyvGtOQ_xuXlm62sjoHZH7uORSBGoHy05AEv4V42QvPwOONVEiCK1Oakor2Zwmn8HlxS78nc5YQ5xMYk/s320/Screen+Shot+2013-06-07+at+2.40.56+PM.png" width="320" /> </a></div>
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<h2>
200% Increase in Page Views Since I Changed One Part of My Social Media Strategy</h2>
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Nobody ever said that marketing was a science, and certainly this is true of <a href="http://contentmarketingforgoogle.blogspot.com/">Internet Marketing</a>. Even if it was a science, the various spheres of influence change so quickly that any hypothesis, theory, or law that is proven this week will be all changed by next week. <br />
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Thus it can be said with certainty that all who claim any type of guru status when it comes to <a href="http://googleplaceshelp.blogspot.com/">social media marketing</a>, probably one of the least susceptible to rules, will completely blow it at some point. I want to now introduce you to the biggest blunder of my local social marketing career. <br />
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<h3>
<i><b>I failed to see Twitter as a broadcast media capable of driving significant traffic to a business blog or other media even when they had no Twitter followers and no intention of engagement!</b></i></h3>
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There. I've said it. I feel sooo much better now. <br />
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We are now using Hootsuite to broadcast 10 tweets per day directed at long form content on each business blog. The day we begin the new tweet plan, the numbers go up. Then they start to ratchet. There are minor differences based on the type of business and the quality of our initial Tweet posts, but on average we are up over 100% on page views. Some clients have even seen an increase of 200%. <br />
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So how does Tweeting help when there are no followers? Simple. Those who have their HootSuite or other Twitter search devise hooked up are on the hunt for specific keywords in their interest area. Most have their antennae up for Kim Kardashian or IRS scandal. But there are those who are looking for information on <a href="http://hgilbertlaw.com/">criminal defense lawyer</a> or <a href="http://mauiweddingphotographer-billstockwell.com/">wedding photography</a>. And when you have millions looking at billions of keywords, you will likely even get some activity for underwater basket weaving.<br />
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I never know if my clients read my blogs. But hopefully they won't read this. A representative sample of my clients would have lost out on 2000 page views per month due to my error. To make matters worse, the type of visitor we are getting from this effort is far more relevant than other methods. They only click in if the 140 character tweet is in their wheelhouse, such as New Trek 2014 Fuel Ex 29er now in stock at <a href="http://t3multisport.com/">Indianapolis bike shop</a>, T3Multisport. Keywords galore, but very specific. <br />
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I turn the discussion over to you. Did you already know this? Why didn't you tell me? If you didn't know it, and you try it now, let me know your results. Am I missing any other free or cheap ways to drive relevant traffic to my blogs. <br />
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We are using Google+ (some success), Linkedin (good), the primary website (very good), other blogs (so-so), videos (sometimes very good), Facebook (eh), and email blasts (can be very good).<br />
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<br />Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com2tag:blogger.com,1999:blog-13104846.post-18371566352423924802013-06-03T20:19:00.000-07:002013-06-03T20:19:09.651-07:00Classic Marketing Book Review - 1001 Ways to Reward Employees<table cellpadding="0" cellspacing="0" class="tr-caption-container zemanta-img" style="float: right; margin-right: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.amazon.com/1001-Reward-Employees-Nelson-Ph-D/dp/0761136819%3FSubscriptionId%3D0G81C5DAZ03ZR9WH9X82%26tag%3Dzemanta-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0761136819" imageanchor="1" style="margin-bottom: 1em; margin-left: auto; margin-right: auto; text-align: clear:right;"><img alt="Cover of "1001 Ways to Reward Employees"" border="0" class="zemanta-img-inserted" height="300" src="http://ecx.images-amazon.com/images/I/51SBWQw2AqL._SL300_.jpg" style="border: none; font-size: 0.8em;" width="224" /></a></td></tr>
<tr><td class="tr-caption zemanta-img-attribution" style="text-align: center; width: 224px;">Cover of <a href="http://www.amazon.com/1001-Reward-Employees-Nelson-Ph-D/dp/0761136819%3FSubscriptionId%3D0G81C5DAZ03ZR9WH9X82%26tag%3Dzemanta-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0761136819" target="_blank">1001 Ways to Reward Employees</a></td></tr>
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<h2>
Motivating Employees Is About Way More than How Much You Pay Them</h2>
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One of my favorite parts of business is building up employees. I love the challenge of finding a "young" gem who is willing to learn and develop, then helping them to become all that they can be. In my lifetime I have had the privilege, and it is truly that, of being that mentor hundreds of times. <br />
<br />
I learned early on that money can motivate, but that most folks are working for a bunch of reasons that have little to do with whether they are getting $20 or $22 an hour. Some are working for money. No doubt. Some for benefits. But most are working to feel a sense of accomplishment, belonging, respect, trust, progress. <br />
<br />
One way that employees can feel really fantastic about themselves is through rewards, praise, and public recognition. "1001 Ways to Reward Employees" by Bob Nelson, is a great reference book to help you consider low cost or free ways to build your people up. You can spend 20 or 30 minutes just skipping around through the text and you'll be stimulated to come up with your own variations. It is like brainstorming, but with a book instead of a room full of people. <br />
<br />
The ideas have been gleaned from 100's of interviews conducted with owners and managers of businesses, large and small. Many won't apply to your situation at all. Others will have you slapping your forehead wondering why you didn't already think of that. <br />
<br />
Years ago, I implemented an Employee of the Month program with a traveling trophy. The employees voted, and the winner had a name plaque added to the trophy stand. The winner also got to take the trophy home and keep it for the month, showing it off to his family and friends. The result was stunning. There was energy in the air for many months. <br />
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Like anything else, that idea petered out. We then gave managers company bucks. They were able to dispense $5, $10, $20 to employees that they saw doing a great job, over and above, being a servant, or exhibiting initiative. These company bucks could be exchanged for real items in a catalog we received for an advertising specialty company. <br />
<br />
Those were just two of dozens of methods we used over the years with line and staff. Of course, sales people are another breed altogether when it comes to promotions, but I've covered that elsewhere. <br />
<br />
This book has been in print for 20 years, which might mean it is a hit. Buy one for your desk. Then use it often. <br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com1tag:blogger.com,1999:blog-13104846.post-36089666153976002972013-05-24T04:00:00.000-07:002013-05-24T04:00:04.203-07:00Bike Shop and Triathlon Retailer Combo Creates Branding Conundrum<div style="text-align: right;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilDXNVVebXovyusauSMHmfWQGthyphenhyphenf8RxJhiI90WZ0fDzxKV075TbV9n9TwU7FhCoq3GsaPe9ipJgOcuYo0rKNCU6dM9-UemckJKNmfTpm9YYmYImxcCoOHT8AjW70xsztiXj79/s1600/Screen+Shot+2013-05-22+at+5.38.23+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="114" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilDXNVVebXovyusauSMHmfWQGthyphenhyphenf8RxJhiI90WZ0fDzxKV075TbV9n9TwU7FhCoq3GsaPe9ipJgOcuYo0rKNCU6dM9-UemckJKNmfTpm9YYmYImxcCoOHT8AjW70xsztiXj79/s320/Screen+Shot+2013-05-22+at+5.38.23+PM.png" width="320" /></a></div>
<h2>
In a Keyword Driven Era, How Do You Brand a Business Serving Two Different Audiences?</h2>
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T3 Multisport in Indianapolis came to me a few months ago with a real dilemma. His primary client base is triathletes. He carries products and provides services designed to help triathletes excel in cycling, running, and swimming. He has established himself with that crowd and the shop does well for being relatively new. <br />
<br />
Owner Vern LaMere isn't satisfied with being limited to triathletes: "We know the triathletes in our area, our staff is bent that way, but we also want the road bike crowd. To a great extent, these two groups are oil and water. They don't necessarily buy the same brands, and they are a bit jealous of their distinctiveness."<br />
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The name and the website are totally missing the keywords needed to rank on Google search or Google Places (aka Google Maps and Google+ Local). For that they need <a href="http://t3multisport.blogspot.com/">bike shop Indianapolis</a> and <a href="http://t3multisport.com/">bicycle Indianapolis</a>. They need it in the title tag, description, in the body copy of the home page, and best would be in the name. <br />
<br />
Unfortunately, if T3 bumps up the status of bike shop, it might hurt the triathlon business. In other words, if the name were T3 Bike Shop and Triathlon Center, it might send the wrong signal. Even the use of bike shop seems a bit two pedestrian for a high end cycling center. Unfortunately the public doesn't Google Cycling shop or Cycle or Cycling anything. Google also doesn't seem to see Cycle as being a good synonym for bike or bicycle. <br />
<br />
LaMere is reluctant to give up the T3 brand, so he understands that the brand already screams Triathlete. The issue is how to get the road bike crowd to feel that it is their store, too. <br />
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We turn the question over to our faithful readers. What would you do and why?<br />
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Here is the shop info if you'd like to visit their website or blog to help with the question. <br />
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<a href="http://t3multisport.com/">Bike Shop in Indianapolis IN</a><br /><a href="http://www.t3multisport.com/">Triathlon Shop in Indianapolis IN</a><br /><a href="http://www.t3multisport.com/about/bicycle-fitting-pg111.htm">Bicycle Fittings</a>; <a href="http://www.t3multisport.com/about/individual-coaching-pg103.htm">triathlon training</a><br />Blog: <a href="http://t3multisport.blogspot.com/">Bicycle and triathlon gear reviews and training concepts</a><br />
Linkedin: <a href="http://www.linkedin.com/in/vernlamere/">Meet the owner, Vern LaMere M.S. </a><br />
<b><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">T3 Multisport</span></span></b><br />
<b><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span id="docs-internal-guid-5a3bae59-cecb-e549-bbbd-ee08a7512e69" style="background-color: transparent; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline;">1343 W 8th Street</span></span></span></b><br />
<b><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span id="docs-internal-guid-5a3bae59-cecb-e549-bbbd-ee08a7512e69" style="background-color: transparent; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline;">Indianapolis, IN 46260 </span></span></span></b><br />
<b><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">phone: (317) 257-1117</span></span></b><br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-58347155263536696432013-05-22T04:00:00.000-07:002013-07-24T22:44:24.635-07:0010 Most Ridiculous Marketing Ideas Ever<h2>
10 Perfect Ways to Destroy an otherwise Potentially Good Business</h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9b7TLO3BbKjQtRbogx4KGyk5-u4wH0tOlI94DF8CJZDfKP-6eIh8a3EM5amOwZaEWCJBtevL05DGUxr_0vIw8u1nwaYHdcnvBrCw9T9U4MBYFNALxt5zB16kuVhkGIG89bU5x/s1600/Screen+Shot+2013-05-20+at+4.50.41+PM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9b7TLO3BbKjQtRbogx4KGyk5-u4wH0tOlI94DF8CJZDfKP-6eIh8a3EM5amOwZaEWCJBtevL05DGUxr_0vIw8u1nwaYHdcnvBrCw9T9U4MBYFNALxt5zB16kuVhkGIG89bU5x/s320/Screen+Shot+2013-05-20+at+4.50.41+PM.png" width="275" /></a>I'm no Letterman, and the following are not intentionally humorous. I could give you a list of 100, but here are my top 10.<br />
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10. Believing that it is easier to make money with <a class="zem_slink" href="http://en.wikipedia.org/wiki/Multi-level_marketing" rel="wikipedia" target="_blank" title="Multi-level marketing">Multi-Level Marketing</a> than other small business options. Multi-level, whether it is an establish brand like <a class="zem_slink" href="http://www.amway.com/" rel="homepage" target="_blank" title="Amway">Amway</a>, or a brand new offering like <a class="zem_slink" href="http://maps.google.com/maps?ll=43.6141666667,-116.398888889&spn=0.1,0.1&q=43.6141666667,-116.398888889%20(Scentsy)&t=h" rel="geolocation" target="_blank" title="Scentsy">Scentsy</a>, requires tons of work to turn them into <a class="zem_slink" href="http://en.wikipedia.org/wiki/Business" rel="wikipedia" target="_blank" title="Business">businesses</a>. Finding, motivating, and managing part-time workers is like herding cats.<br />
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9. Believing you will get rich easy with any scheme, but especially <a class="zem_slink" href="http://en.wikipedia.org/wiki/Affiliate_marketing" rel="wikipedia" target="_blank" title="Affiliate marketing">affiliate marketing</a>. If anyone says they want to sell you the secret to a get rich scheme, ask them why they aren't so rich that they could care less about selling it to others. Most of the online efforts to help you become a great affiliate marketing are just making their income selling you the method.<br />
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8. Starting or buying a business that you know nothing about. Many, many people buy or start businesses that they have no education, experience, or even passion about. Odds of success are pitiful.<br />
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7. Thinking your product or service is so great or in demand that you don't need to market or sell. If you have Gold at $10 an ounce, you still have to put up a sign. <br />
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6. Having one customer represent more than 20% of your revenue or profits. When you allow a client to dominate (think especially <a class="zem_slink" href="http://quicken.intuit.com/investing/stock-quotes/WMT/Wal-Mart-Stores-Inc" rel="quicken" target="_blank" title="NYSE: WMT">WalMart</a>, Target, <a class="zem_slink" href="http://savannah.nongnu.org/projects/cvs" rel="homepage" target="_blank" title="Concurrent Versions System">CVS</a>), they own you. This is also true for the $1,000,000 wholesaler or manufacturer selling to a major account. If they switch horses or go out of business, you are toast. If they stay with you, they dictate the terms. <br />
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5. Believing that you can undercut your competitors who are gouging consumers. Many enter business because they are on a mission to help consumers whom they believe are being ripped off by the rapacious businesses they will compete with. Margins are what they are for a reason. The market is very good at driving overprices to reasonable pricing and underpricers out of business. <br />
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4. Failing to stay on top of trends in your industry. Famous statement - There is only a small difference between a goods business and a museum. Book retailing was a great business not so long ago. Not to mention newspapers, magazines, cameras, <a class="zem_slink" href="http://en.wikipedia.org/wiki/Global_Positioning_System" rel="wikipedia" target="_blank" title="Global Positioning System">GPS devices</a>, ad infinitum. <br />
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3. Offering open credit terms without adequate research and a great collection plan or without adequate cash flow to finance the <a class="zem_slink" href="http://www.wikinvest.com/metric/Accounts_Receivable" rel="wikinvest" target="_blank" title="Accounts Receivable">accounts receivable</a>. So many cases where otherwise great businesses give easy credit and end up broke.<br />
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2. No <a class="zem_slink" href="http://en.wikipedia.org/wiki/Business_plan" rel="wikipedia" target="_blank" title="Business plan">business plan</a>. Maybe one person in a hundred is able to run a business from the seat of their pants. Why take the chance. Spend 48 hours of your life writing up a plan. That time could be the difference in success and failure. Don't have 48 hours. Pay someone $3000 to do it for you. <br />
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1. Clearly the biggest one. Entering business without full support of spouse, or with inadequate understanding by spouse of sacrifices that may have to be made in time, energy, stress, and money. <br />
Your business and your marriage will suffer, and the suffering of each will impact the other.<br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com3tag:blogger.com,1999:blog-13104846.post-16599793348689040552013-05-20T09:28:00.000-07:002013-06-06T15:48:27.250-07:00Tutorial - How to Put On a Big Event and Become More Visible<h2>
Chapter 41/101 - <a class="zem_slink" href="http://en.wikipedia.org/wiki/Marketing" rel="wikipedia" target="_blank" title="Marketing">Marketing</a> Is Largely About Visibility - Events Are a Great Way to Become Visible</h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFJeJFH5HGOW0P3wmCrd4jKpwsnQwJxTld5V9sAzJUwQwy9WLMs45j2Vx_FeSPmeOpr9E4RkqNBr1VnQvnT6EY1PuRQ5YCfxT03MMGqcIlyhrqVb3AMAx-8-bCji9yfexPXOvU/s1600/Screen+Shot+2013-05-19+at+9.36.47+AM.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFJeJFH5HGOW0P3wmCrd4jKpwsnQwJxTld5V9sAzJUwQwy9WLMs45j2Vx_FeSPmeOpr9E4RkqNBr1VnQvnT6EY1PuRQ5YCfxT03MMGqcIlyhrqVb3AMAx-8-bCji9yfexPXOvU/s320/Screen+Shot+2013-05-19+at+9.36.47+AM.png" width="320" /></a>If this is your first time here, I want to thank you for stopping by and let you know that this is chapter 41 out of an eventual 101 Marketing Secrets that I am compiling on this blog, and that I will eventually release as a book. You can get chapter titles and links to the other 40 chapters <a href="http://here./">here.</a><br />
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In this next section we are going to look at various ways small businesses can reach out to the larger community around their business and get VISIBLE. It is easy to get super lazy and sit behind the desk or the counter waiting for the phone to ring or the door to swing. But it rarely works out well if that method is followed for very long.<br />
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Add the concept of VISIBILITY to your list of important things to think about. Much of marketing is about visibility, but many who do marketing for all or part of their living, sometimes fail to think of the marketing in those terms. The next 10 chapters will discuss 10 great ways to become visible. <br />
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<h3>
Major Events Can Create More Visibility in One Weekend Than You Would Normally Get in Three Years</h3>
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Location is still a very big deal for any retailer. But no matter whether you have only been in your location for six months or are an absolute fixture in the neighborhood, a huge percentage of your potential clients don't even know you are there. Want proof? How many times a week do you hear, "I drive by here all the time, and i didn't even know you were here." And those comments come from those who "drive by here all the time." The ones who never drive anywhere near you are even less aware of your presence.<br />
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If you are in an office complex or work from home, getting visibility is even tougher. You have no street visibility at all, which is generally the number two source of new traffic for those who do have a "main street" location. <br />
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Major event managers will tell you that a single event can generate up to three years worth of neighborhood visibility. In other words, in a three year period, X number of potential customers will become aware of you through various methods. A well run event will get you that same number of awareness results in a single day or weekend.<br />
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Assuming that such results would be an exciting proposition for you, the next question might be: How much time and sweat is it going to cost me to get that result? I did a recent event for a client that cost just about $5000 out of pocket and probably about 30 hours of his time, which resulted in 700 people showing up for his anniversary party. <br />
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$5000 is probably the minimum you can spend and expect great results. You could also spend $50,000 and 150 hours of your time and not equal those results due to inadequate planning. Here is the outline for a plan that will work every time. Don't leave anything out.<br />
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A. 90 day advance planning minimum. 120 days is better.<br />
B. Assemble a team of at least 4 people who will brainstorm and handle tasks<br />
C. Plan a first meeting for the team<br />
D. Set the date, the theme, the details of the activities for the event, and the budget. <br />
E. Find a large local non profit, service club, or charity to share the work and help get participation.<br />
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In my experience this last part is as important as anything else you will do. Your event will become a fund raiser for them, and done correctly might raise $5000, $10,000 or even a lot more. In return you get a huge list of benefits, not the least of which is that the <a class="zem_slink" href="http://en.wikipedia.org/wiki/Charitable_organization" rel="wikipedia" target="_blank" title="Charitable organization">charitable organization</a> will want your event to succeed. <br />
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Within their organization will generally be local folks who are well connected. They may be able to help with publicity, star power for the day of the event, attendees for the event, and even members who will help with some of the work. <br />
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The fund raising will generally be some kind of raffle. You can turn to your suppliers for many of the items to be raffled, and you may want to donate a some high end products also. In some cases, members of the non profit will buy items from you to add to the list of prizes. If you are in a service business, you can work with retailers and restaurants in the area to assemble a great prize list.<br />
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Print up 10,000 raffle tickets with both your company name and the non profits name. List at least a few of the top prizes, the date and details of the event, and any rules. Maybe you want the person entering to have to be present to win. The sales force for the raffle will be the members of the group you partnered with. Sure, you'll sell tickets at your business, and you and they will sell a lot the day of the raffle. You and the partner organization can also sell them online if one of you has an online store. <br />
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Please note that various states have rules for raffles. Check online to see what rules you may need to follow.<br />
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<h3>
The Bigger and Better the Prize List, the Better All Results of the Event Will Be</h3>
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Whoever on your staff works the most closely with suppliers should start dialing for prizes and swag. Distributors and manufacturers will gladly help you with T-shirts, hats, and all kinds of other items that can be given away. But you may need to exert a bit of pressure to get items worth over $100 that will make the best items for the raffle. If you have room and believe it will make the event more interesting, suppliers may also send reps with pop-ups, demonstration booths, and/or contract athletes, entertainers, or speakers to add star power.<br />
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Hopefully someone on your staff, a member of the non profit, or a local PR person can help spread the word with online PR, print, radio, and TV. Even in a major market you should be able to get top newspaper and TV people to show up for your event. Pre-event publicity in these types of media are critical to success. <br />
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You may want to advertise in some of the places where PR is going to matter. And you may be able to advertise in some media that will be useful to increase interest. However, don't use this event to experiment with advertising. You should only use those media and approaches that have worked for you in the past.<br />
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<h3>
Weekly Planning Meetings Are A Must to Keep Everything on Track</h3>
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Hold weekly meetings with the top players. Set tasks each week that can be completed by the next week and that will culminate in reaching all necessary goals in a timely way. If a team member is consistently late on tasks, replace them early. <br />
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Social media is huge to spread the word. You will clearly want to get the event on your website, blog, Twitter, Facebook, <a class="zem_slink" href="http://https//plus.google.com/" rel="homepage" target="_blank" title="Google+">Google+</a>, and <a class="zem_slink" href="http://www.youtube.com/" rel="homepage" target="_blank" title="YouTube">YouTube</a> Channel. In addition, send emails every other week until the last 30 days, and then weekly, to your entire list. If the partner organization has a list, they should also send out information to their list. During the last week, send out emails every day.<br />
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A new way to spread the word that may be the most effective and efficient yet is Google+ Events. You can learn all about this by going to http://www.google.com/+/learnmore/events/ You can also use the event system in <a class="zem_slink" href="http://www.constantcontact.com/" rel="homepage" target="_blank" title="Constant Contact">Constant Contact</a>. This is especially useful if you already have a large email following. <br />
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And while on the subject of emails, your most likely participant in the event will be your most recent visitors to the store. Hopefully you and your staff have been compiling a huge list of emails from those who have made any kind of purchase. You might also be generating emails from your website email capture forms or on Facebook. In any case, you will want to email something about your even at least twice per month up until a few weeks before the event, and then even more frequently. <br />
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One of the major benefits of the event is the accumulation of even more emails that you can use to reach customers through regular mailings in the future. Make sure the raffle ticket asks for an email, and have prizes or other incentives at the event to gather emails from those in attendance. <br />
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A big draw for events in most cities today are the food trucks. You will need to call these folks month in advance as they are very much in demand. Each one will have certain policies and requirements, and some may even require a minimum gross for the time they are at your shop.<br />
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<h3>
An Event Should Be Exciting and Fun - A Boring Event Is A Huge Waste of Time and Treasure</h3>
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On the days of the event you will want to keep the party going. There is nothing worse than big lulls and lags between the festivities. One way to help is to have a local music combo come and play. This might be a group from the local high school, and their personal popularity will bring more youth to the party. You can commonly get such a group for free. Be certain to get a preview of their style and ability before bringing them to your event. And make it clear what kind of music you are hoping to have them play.<br />
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You will need an MC for the raffle and give away portion of the day. Make sure that the MC has a personality that can keep the crowd engaged. You will want to thank any company that has given the various prizes and other items that are given away. Tossing items to the crowd has become a standard approach for generating a fun atmosphere. <br />
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Make sure you have a clear schedule of events. This might include clinics, demos, sign ups for clubs, charity sign ups, carnival booths (dunk tanks and similar), product demonstrations, samples, super interesting seminars by local or national speakers. Have your team brainstorm on what will please your crowd enough to stay all day, or even come back the next day. <br />
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To have a sale or not to have a sale. Sometimes the event will be all about selling things. Sometimes you will be more interested in creating visibility and good will. Other times you may want to do both. Only you and your staff can determine what the day will be designed to accomplish in your overall marketing strategy. If you are going to have a big sale, try to concentrate the time of that sale into one or two windows to create a "frenzy." If the sale goes on all day or over several days you won't get that kind of atmosphere. <br />
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To draw that neighborhood crowd, consider search lights the night before any day of the event. You might also want to rent a huge rooftop balloon for the week leading up to your big day. Banners are great. If you are partnering with a local service club, school, or other group, you may even get the city to allow banners on the major street in the area.<br />
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Invite local dignitaries such as the mayor, president of the chamber, and others to come. This will help your post event PR. <br />
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Be sure to take lots of pictures. You may even want to hire an event photographer or videographer. These pictures and videos can then be used for emails, youtube videos, blog posts, content on Facebook, etc.<br />
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Holding an after event party is commonly a great idea. Invite all staff, their dates or spouses, volunteers who helped, the leadership of the partnering non-profit, press, and local dignitaries. This dinner might cost you a pretty penny, but it will be worth it to create good will with everyone concerned. <br />
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What other things have you done to insure the success of an event. Add your thoughts in the comments below.<br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-52753697810963477512013-05-18T12:00:00.002-07:002013-05-18T14:30:20.809-07:008 Rules for Using Backlinks Help a Miami Lawyer to Rank?<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
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<tr><td class="tr-caption" style="text-align: center;">Miami Lawyers Gilbert and Smallman</td></tr>
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<h2>
My <a href="http://hgilbertlaw.com/">Miami Lawyer</a> Client Is the Hardest Keyword I've Ever Faced</h2>
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Some keywords are easy, like chimney sweep Hackensack. Other keywords are hard. I was talking about this with another SEO consultant the other day. We weren't sure if Miami attorney or Philadelphia lawyer was harder. We just agreed, both were tough.<br />
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The basic rules for writing online content in order to generated views and backlinks haven't changed:<br />
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Rule #1 - Your content should be written for the consumer of the content, not for Google.<br />
Rule #2 - Rewrite to optimize the article for backlinks without compromising the quality of the writing. <br />
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Both of these rules will please the Google Beast. You must first feed
it strong, healthy food, then you can add in the Extreme Moose Tracks.
For a while in 2010 - 2012, this was not necessarily the case. You
could write, "spell article by lawyer in Miami attorney for criminal law
around special patterns," and hyperlink Lawyer in Miami to their home
page. Then you would merely place this sentence in an article, press
release, forum, and/or "guest blog," and Google actually gave the links credit.<br />
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But algorithm changes <a class="zem_slink" href="http://en.wikipedia.org/wiki/Google_Panda" rel="wikipedia" target="_blank" title="Google Panda">Panda</a>,
Penguin, and assorted others changed everything in early 2012, and today this same practice might actually
cause the beast to eat you. There are some new rules in 2013.<br />
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Rule #3 - Don't overuse the same exact keyword from the same source.
We used to believe that you just needed to keep the total use of a
keywords under 5% of the total on the page (or some other percent
depending on which guru you were reading). Now you can lose the value
of keywords or even get negative attention if the keyword is overused
even in the same website or blog.<br />
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Rule #4 - Solve the overuse problem by using synonyms. Google wants you
to write naturally, and knows that good writers don't use the same
words over and over. A good writer will say that, "The <a href="http://hgilbertlaw.com/">Miami lawyer</a> was noted for involvement in a synthetic marijuana case. The<a href="http://blog.hgiblertlaw.com/"> Miami based Attorney</a> made the news in this case which potentially would break new legal ground."<br />
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Rule #5 - You will note in the above rule #4, that each link is to a
different URL that the dealer hopes to help to rank. In this case, one
is to the website and the other is to the blog. It would be easy to
also point out that,"The <a href="https://www.youtube.com/user/GilbertSmallman">Law Offices of Gilbert and Smallman</a> offer many videos about criminal law in South Florida." This link goes to their <a class="zem_slink" href="http://www.youtube.com/" rel="homepage" target="_blank" title="YouTube">YouTube channel</a> or could go to a specific video. You can repeat this with individual blog posts, inside pages on the website, and so on.<br />
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Rule #6 - Google also knows that good writers will commonly provide a
"natural" url instead of a hyperlink. So they like to see variations in
this theme as well. "Another way that <a href="https://www.hgilbertlaw.com/criminal_defense_attorney.php">Miami criminal attorneys</a> Gilbert and Smallman impact the legal scene in Florida is through their extensive blog on all designed to help consumers understand legal issues. The blog is available at http://blog.hgilbertlaw.com<br />
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Rule #7 - I also changed the URL for this blog to have /Miami-lawyer
appear first in the internal page portion of the URL. Google looks at
URL's, and believes that what you put in the URL is what is most
important to you. <br />
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Rule #8 - I created a "Search Description" which is the equivalent in
Blogger for the description tag. This tag should be written as a teaser
and have 140 characters or less. <br />
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The blog post above provided my client with 5 backlinks to 4 different
URL's with 3 different keywords. And you'll also note that one of the
links was in the H1 headline. The article sounds perfectly normal, not
jammed with inappropriate or weird sentences designed to merely spam.<br />
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What would you add to this analysis? Are there other techniques that
you are currently using to provide great content, but that also benefit
your sites with links?<br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com0tag:blogger.com,1999:blog-13104846.post-2741378070717792202013-05-15T04:00:00.000-07:002015-02-17T22:08:12.527-08:00Does Your Business Cultivate Customers, Clients, or Fans? Chapter 40/101 Marketing Secrets<div style="text-align: right;">
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<h2>
In Business Customers Are Necessary, Clients Are Profitable, and Fans Rock the House</h2>
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For nine chapters we've been spelling out the importance of <a class="zem_slink" href="http://en.wikipedia.org/wiki/Word_of_mouth" rel="wikipedia" target="_blank" title="Word of mouth">word of mouth</a> to increasing sales and profits in your <a class="zem_slink" href="http://en.wikipedia.org/wiki/Business" rel="wikipedia" target="_blank" title="Business">business</a>. If you are just joining us now, you might want to go back and see what all the fuss is about starting in <a href="http://help4smallbusiness.blogspot.com/2012/09/over-50-of-all-new-customers-come-from.html">chapter 31</a>. In fact, you might even want to go back to chapter 1.<br />
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We made the case that 70% of all new business for almost all companies comes from referrals. Therefore as much as we might spend money, fuss about, and concern ourselves with other important marketing strategies, word of mouth is the big kahuna. <br />
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If you've been reading along, you know that a recurring theme has been customer service. Great customer service can take a customer who sees you as just a shop, a place, a method for filling a need or want, into a client. A client is someone who sees your business as an ongoing resource for products and services, sure. But also the go to for information, ideas, encouragement, engagement, insight, and possibly even a part of their social circle.<br />
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Clients don't shop around. Clients are more likely to refer you. Clients want to receive your email blasts, and sometimes even open them. You can call a client and ask a favor or just to chat about something new in your business that would be of interest to him. And a client is more likely to do an online review for you, and one that you will be happy about.<br />
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The word <a class="zem_slink" href="http://www.break.com/c/sports-videos/sports-fans/" rel="break" target="_blank" title="Sports-fans">Fan</a> is of the same root as the word Fanatic. These folks are a different breed. And they are worth cultivating. They not only don't shop around, they actually want you to be successful. They are less likely to quibble about the price, but expect you to be appreciative in figuring their cost. They are excited to see an email from you. Snail mail, too. And if you run an add in the paper, they feel an attachment.<br />
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If you need almost any kind of reasonable favor, the fan is ready to help. They consider you a friend and hope you feel likewise. They've <i>already</i> done reviews of your business, but are ready and happy to do more. They may or may not be influencers in the communities you care about in any traditional sense of the word. However, they will tell anyone who listens that they should do business with you. <br />
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<h2>
How Do You Get More Fans?</h2>
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When I say fan, what comes to mind? Stars in sports, <a class="zem_slink" href="http://en.wikipedia.org/wiki/Television" rel="wikipedia" target="_blank" title="Television">TV</a>, music, and movies. What is it about those folks that turns us into fans? We might also be fans of certain products or brands. <a class="zem_slink" href="http://www.forbes.com/companies/apple/" rel="forbes" target="_blank" title="Apple">Apple</a>, Corvette, or <a class="zem_slink" href="http://www.thecheesecakefactory.com/" rel="homepage" target="_blank" title="The Cheesecake Factory">Cheesecake Factory</a>. Why?<br />
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I think if I had to sum it up, the word that comes to mind is excellence. You could say top-of-class or best-in-category. <a class="zem_slink" href="http://www.costco.com/" rel="homepage" target="_blank" title="Costco">Costco</a>, In 'N Out, Mercedes.<br />
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We know in our knower what it takes to be the best. Hard work. Laser like focus. Uncompromising attitude. Risk taking. Discipline. Attention to detail. Working the fundamentals. Unflagging perseverance.<br />
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The good news is that all of this is graded on a curve. You don't have to be Bret Favre to have fans if you are quarterback the <a class="zem_slink" href="http://en.wikipedia.org/wiki/Cleveland_Browns" rel="wikipedia" target="_blank" title="Cleveland Browns">Cleveland Browns</a> or playing in <a class="zem_slink" href="http://en.wikipedia.org/wiki/High_school" rel="wikipedia" target="_blank" title="High school">High School</a>. You have to be the best in YOUR community. That still means going for A's in all the subjects outlined above. <br />
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If you build it, they will come. If you build the kind of fan base that appreciates what you do enough, your chances for success has leapfrogged by a hefty multiple.<br />
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So we come to the end of the WOM section, and head into the "Going Big" section. By going big, I don't necessarily mean even opening a second location or hiring more salespeople. Going big means creating a marketing <a class="zem_slink" href="http://en.wikipedia.org/wiki/Shot_heard_%27round_the_world" rel="wikipedia" target="_blank" title="Shot heard 'round the world">shot heard round the world</a> . . . or at least your world. <br />
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Randy Kirkhttp://www.blogger.com/profile/07187149342560881341noreply@blogger.com2