Archive for Stacy Karacostas
Fitting a Little Exercise into Your Workday is good for Your Small Business
Posted by: | CommentsOkay, I know this might seem off-topic coming from a Practical Marketing Expert. But over the years I’ve learned that if you’re not healthy, chances are your business won’t be either. Plus, oftentimes your best ideas will come when you’re doing something totally unrelated to your business.
So to help you fit a little exercise into your already busy day, I thought I’d share a few of my favorite tricks…
1) Take a short walk during lunch. And if you’re not taking a lunch break you should be. Trust me when I say you’ll actually get more done if you take a 10-15 minute break.
2) Get a pull up bar. I recently got one of those Iron Gym thingies that hangs in your door with no installation. I put it in my office doorway, and every time I walk in or out I stretch, or do a few pull ups, chin ups or leg lifts.
3) If you’re gonna watch TV, work out at the same time. I do lunges, sit ups, push ups, and balance ball and balance board work in front of the tube.
Is Your New Customer Bucket Full of Holes?
Posted by: | CommentsYears ago I was struggling with chronic knee problems. So I went to see yet another specialist to figure out why, even after surgery, I kept tearing the same spot in my meniscus.
Back then you actually got to see the doctor for more than 15 minutes, and we hit it off well. Though overall the visit was uneventful.
After the usual exams and tests, she gave me new exercises to do while using a machine that beeped when certain muscles fired. I thought “Oh boy, more exercises…” and went on my way.
Then two weeks later, I got a call from the doctor checking to see how things were going! I was blown away!!!
Growing up working in my parent’s animal hospital, we always called owners the day after their pets went home from surgery to make sure everything was fine. And they loved the extra touch. But I’d NEVER had a doctor call me—before or since.
Yet this small action always made a big impact.
Now let me ask you…When was the last time you followed up with your past clients or customers?
If you:
- Are pretty sure you sent at least one thank you or holiday
card… - Can’t remember…
- Haven’t ever really followed up at all…
You’re losing business—and money—as a result!
Most entrepreneurs spend most, if not all, of their marketing efforts attracting new clients—and hardly any on following up. That’s like pouring water into a holey bucket.
Because you have to constantly find new customers, get in front of them until they take notice, then convince them to take action. Whereas past clients and customers already know, like and trust you. And those who just bought from you are most likely to buy again (and sooner than you think).
But only if you stay in touch regularly.
If you don’t, they fall out the bottom of your business and you have to start the whole process again.
While it does take some work to get regular follow-up systems in place, the results are worth it. And you only have to do the work once.
Below are six simple and effective ways to follow up, ranging in cost from “nothin’ but your time” to a few hundred a month…Plus tips for automating or outsourcing whenever possible.
Cheapest and easiest
1) Pick up the phone and give ‘em a call –
Check in. See how they’re doing. Ask if they have questions.
Often you can have an employee, a call center, or a Virtual Assistant do this for you. As long as you provide a script, and a list of common questions and answers, they’ll do fine.
2) Write a thank you card –
A handwritten card is always appreciated. Be sure to write them right after your first meeting or sale. Otherwise, you probably won’t do it at all. You can have an assistant write them for you or use an online service like sendoutcards.com to make it easy.
Minimal cost and effort
3) Start a monthly or bi-monthly e-newsletter — Use an email broadcasting service like 1shoppingcart, constantcontact, aweber etc. to deliver your emails so you’re spam compliant. Then pre-write and preset e-newsletters to go out later.
If you’re not a writer, hire someone to write for you. Or, buy prewritten content.
4) Send regular postcards –
Use a simple system like my folks did of creating all follow up cards at the first visit, then filing them in a box by month to be mailed later. Or use an online service like sendoutcards.com to automate it.
A little more, but worth it
5) Send a monthly or bi-monthly print newsletter –
To keep costs low, do a single sheet back/front or an oversized postcard. Then pack it with helpful tips, articles, quotes, etc. Again, you can outsource it all to a Virtual Assistant or buy content, if needed.
6) Have a client appreciation party –
Reserve a room in a bar or restaurant, a pavilion in a park, or use your own home or office if appropriate. Ideally, tie it in with a charity or have a raffle. Then send extra invites and encourage clients to bring friends, coworkers etc.
These are just a few ideas. It doesn’t matter what you do as long as you do it consistently. So start with one idea. Then once your systems are in place, start doing another one and so on.
I promise, it’ll be easy once you get everything up and running. Best of all, you’ll love the results—and so will your clients.
(Here are links to the services I personally use, in case you’re interested…
- Jim Palmer’s Newsletter Content Service
- 1shoppingcart email autoresponder and/or ecommerce system
- VAs who do terrific newsletter content and/or layout (both print and email):
www.keyadministration.com and bsetc.com)
Entrepreneurs can Get the Latest Information on How to Better Market and Grow Their Small Businesses—Both Online and Off—By Attending (Via Phone) this FREE, Three-Day Telesummit Event. Featuring 12 Expert Speakers Plus Live Q & A to Make Sure Attendees Questions are Answered, this Event is Designed to Give Small Business Owners the Jump-Start They Need to Achieve Their 2010 Goals.
Entrepreneurs everywhere looking to jump-start their small business growth are invited to attend a free, three-day teleseminar event featuring 12 expert speakers Jan. 19th – 21st at no charge. Topics include using social media and other online tools for marketing, creating a more compelling personal bio, mastering in-person networking, how to market your expertise using tips booklets, time-management techniques and more. Registrants can attend from anywhere via phone. The hour-long calls are live and include time for audience Q&A with the experts.
Speakers scheduled for the three-day event include social media expert Nancy Marmolejo, PR experts Shannon Cherry, Diane Ennen and Nancy Juetten “The Bio Whisperer”, Time Liberator Susan Lannis, The Tips Booklet Queen Paulette Ensign, Savvy Networker Zita Gustin, Results Coach Leanne Hoagland-Smith, Founder of HUBstreet social networking site Nancy Fox, New Business Mentor Leah Grant, Internet Marketing Strategist Erin Blaskie, and Practical Marketing Expert Stacy Karacostas. Plus, everyone who registers receives a bonus ebook packed with helpful articles from these experts.
Stacy Karacostas is hosting this event in an effort to give more small business owners the information they need to grow and better run their businesses in 2010 and beyond.
Karacostas, the owner of Seattle-based Success Stream Sales and Marketing Solutions, specializes in helping small business owners take the stress, struggle and confusion out of marketing. She regularly hosts monthly teleseminars interviewing a range of experts on topics important to small business success such as how to attract new customers, podcasting and Internet radio, online video, bookkeeping basics, Facebook marketing, and other current topics.
“I love doing monthly teleseminar interviews because they’re a terrific way to help small business owners get the info they need to really thrive. And my community loves the info other experts bring to the table. This Telesummit will concentrate a ton of great information—from business basics, to outsourcing, to the latest in online marketing—into three consecutive days. The goal is to help entrepreneurs harness the energy of a brand-new year and get the info they need to achieve their business resolutions” Stacy said.
The Telesummit details, schedule, speaker bios, and registration are available online at http://www.smallbusinesssuccesstelesummit.com
Registration is free and open to everyone!
If You Want to Grow Your Small Business, You’ve got to Attend Events!
Posted by: | CommentsMy first few years in business, like most new entrepreneurs I was nose to the grindstone all the time. The problem with that is an awful lot can pass you by when you’re so focused on working, working, working. And these days, thanks to the Internet and the economy things are changing at an incredibly fast pace.
People everywhere are changing their priorities and their buying habits. While at the same time, new tools and technology make it easier to get your message and marketing out there. Unless you pull yourself out from behind your business periodically to see what’s new, chances are good you’re going to be left behind. That means your business is likely to suffer.
I’ve found one of the best ways to combat this problem is to regularly attend conferences, events and workshops outside of my industry. Because, while reading about the latest and greatest online or in books is great, nothing substitutes for meeting and talking with other people. Or hearing experts speak live about what they’re doing and what’s new.
Since I attended my first big seminar event back in 2006 my business has been completely transformed. I’ve changed my marketing, started creating my own products, help workshops, and even launched a membership site. None of this would have happened if I hadn’t learned how to do it by hearing other experts explain the nuts and bolts. As a result, I’ve made a commitment to attend at least one or two big live events each year.
But let’s face it, shelling out a few grand and taking a week off work to go to a conference or seminar isn’t always in the cards. So the next best thing is to attend live Webinars and teleseminars. These events let you get most of the benefits of an in-person event (sans the networking of course) without all the hassle and expense. And the best ones even let you ask questions live…Something you rarely get to do a big conference.
That’s why, this year, I’ve brought together a stellar lineup of small business experts for a FREE 3-day “Small Business Success Telesummit”. It’s all done by phone, so you can attend every session, or just one or two, from the comfort of your own home or office.
Topics include everything from using social media and other online tools for marketing, creating a more compelling personal bio, mastering in-person networking, how to market your expertise using tips booklets, time-management techniques, outsourcing secrets and more. I’ve even convinced all the speakers to stick around for live Q & A segment at the end of each call.
Here’s a list of all the amazing speakers scheduled for the three-day event:
social media expert Nancy Marmolejo, PR experts Shannon Cherry, Diane Ennen and Nancy Juetten, Time Liberator Susan Lannis, The Tips Booklet Queen Paulette Ensign, Savvy Networker Zita Gustin, Results Coach Leanne Hoagland-Smith, Founder of HUBstreet social networking site Nancy Fox, New Business Mentor Leah Grant, Internet Marketing Strategist Erin Blaskie, and me, Practical Marketing Expert Stacy Karacostas. Plus, everyone who registers receives a bonus ebook packed with helpful articles from these experts.
Now you can get the info you need to transform your business without spending a penny!
So what are you waiting for? While the event is totally free to attend live, phone lines for the calls are limited. If you’re ready to take your business to the next level go here and register for the Telesummit right away:
http://www.smallbusinesssuccesstelesummit.com/
What’s the biggest ah-ha moment you’ve had listening in on a teleseminar or attending a live event? Please do share by leaving a comment below…
Get More Free PR Leads
Posted by: | CommentsSign up for www.pitchrate.com at no charge at all. My friends Drew, Michelle and Shannon run a really awesome PR firm, Wasabi
Publicity, and their PR leads service is growing by leaps and bounds.
Last I heard they had 100 hot leads up on the Web from journalists, bloggers, radio show hosts and more looking for experts! You could be just the expert they’re looking for. All you have to do is sign up for you no-cost account and they’ll send you leads via email.
So you know, I don’t get a thing for promoting this. It’s just a really great service you should know about and start using.
Who are your customers, and why do they buy?
Posted by: | CommentsI flew to St. Louis for the Glazer-Kennedy Info Summit. This is a 4-day event about how to create and market information products (think ebooks, teleseminars, coaching groups, membership sites, live seminars and more).
This is the second time I’ve made it to this event, and once again I took home a ton of fantastic ideas. So for the last month I’ve been going through my notes and getting started on some of the new products and services I was inspired to create.
Of course, there’s ton of information on marketing and small business success in general. So I thought I’d share a few of the killer tidbits of business-building wisdom I picked up.
Today, I’ve got a really interesting way for you to look at your target customer and why they buy. This comes from the copywriting workshop Dan Kennedy presented on the first night…
According to Dan, you can put your customers in one of 6 categories…
1) Slight Edge Buyers – These folks are always eager to do better. They’re constantly looking for ways to improve and get a slight edge over the competition, or bring just a little more to the table. If you sell information in any way, shape or form (consultants, speaker, authors and coaches take note) these are generally your best customers.
2) Junkies and Addicts – These people are passionate about or have a deep interest in a subject or subjects, and/or a strong attachment to a particular author(s). So they buy everything on the subject, or everything that author puts out.
3) Reinforcement Buyers – Unlike the last two categories, these people aren’t really looking for new information. Instead, they want to buy things that reinforce the opinions and conclusions they already have…Sometimes because this gives them the courage and conviction to finally move forward with their ideas.
4) Unplugged Joiners – Some people are joiners who feel compelled to always belong to or be a part of something. So if they are unplugged from one thing they go in search of something else right away. This is why “recent expired lists” are so valuable in newsletter business…Because if they’re subscription or membership to one thing just expired they may very well be itching to “belong” to something else. Also in this category are the chronically unsatisfied, the legitimately disappointed, the people looking to move-up, and the lonely.
5) Desperate/Life Raft Grabbers/Magic Pill Buyers – This group of buyers is typically confronting new or unexpected adversity, sudden change or marketplace disruption. So they’re desperately in search of a solution. Also in this category are the perennial losers who buy lots of stuff but never use any of what they buy.
6) Life Event Driven Buyers- As life changes, so do your wants and needs. This has a tremendous impact on this type of customer. A couple great examples of folks in this category would be anyone going through a mid-life crises, or whose kids just went off to college. These events weren’t surprises, but they definitely impact what and why someone will buy. This is one reason why baby boomers are such a hot target market.
Chances are, whether you sell products or services, you have clients from a few of these categories. Which of these do you recognize in your business?
How could you market to them more effectively now that you know what motivates them to buy?
Make Your Website More Readable
Posted by: | CommentsWhen it comes to content on your Website, it’s not how many words you put up there that matters. It’s what you say, how you say it, and how you organize it that makes all the difference.
Because people are in a hurry and tend to skim and scan first on the Web, you want your content to be skim-friendly. Do this by following these simple rules:
1) Keep sentences short—21 words or less is ideal
2) Keep paragraphs short—no more than 4-5 lines
3) Include headlines, subheads and bullets wherever possible
Planning for Your Small Business Success
Posted by: | Comments“The general who wins the battle makes many calculations in his temple before
the battle is fought. The general who loses makes but few calculations
beforehand.” Sun Tzu
This week, I’ve got a question for you…
What is one of the critical differences between successful businesses owners and unsuccessful businesses owners?
It’s not how much money they start with, or where they come from.
It’s not their level of education.
It’s not who they know.
The majority of truly successful business owners have one thing in common…They are really good at deciding exactly what it is they want. Then creating a detailed plan for getting it and putting that plan into action.
You see, successful people don’t just wait around for things to start happening…They make things happen. And not just any old things…The right things.
That’s why, last week, I talked about the power of creating and writing down clear, well-defined intentions or goals for your business.
If you’ve already done that, congratulations! Just taking that one simple step is often enough to get you moving down the right path.
But here’s the catch…If you really want to achieve success quickly, you have to do more than just set clear goals or intentions (A la The Secret). You need to come up with a doable plan for achieving them.
Now I’m not saying you have to spend weeks creating a 30-page business or marketing plan (though that’s a good idea in some situations). But you do need to have a well-thought out, written plan of action.
So, in order to help you do just that, I’m going to take you through a simplified version of the process I use to create highly-effective Marketing Success Action Plans for my clients…
Let’s say you want to grow your business by 30% next year.
Start by listing three objectives, or targets, you could hit that would let you reach that goal. I don’t advise choosing more than three unless you’ve got people to help you. Otherwise you can get overwhelmed and never get anything done. Fewer than three is fine. For example, you could decide to increase return visits by 10%, attract 20 new customers per month, and develop new products or services to generate an additional $X a year.
Whatever you choose, always give yourself specific numbers, or targets, to hit. That way you have benchmarks you can refer to later to make sure your plan is working.
Next, come up with one strategy for achieving each of your objectives. More if you have fewer than three objectives.
Say you want to increase return visits. A good strategy could be to send out a regular newsletter to your current clients. Or a series of follow up mailings.
Now, make a checklist of all the steps you need to take in order to put each of your strategies into action. Whatever you do, don’t skip this part…It’s critical.
So to start a print newsletter, at minimum you’re going to need to: pick a marketing angle, come up with a name, decide how often you want it to go out, write or get content, purchase a template or hire a graphic designer, choose a printer, find a mailing house, compile your client database and get the whole thing put together and out the door.
Finally, create a detailed timeline with deadlines to get it all done.
Whew! Now you have a goal, and a plan reach it. And you can start taking action by checking things off of your new to-do list.
Of course, don’t forget that some plans are going to be easier to implement, and/or more effective, than others. So take your time researching options and choosing strategies. Better yet, unless you really know your stuff, consider hiring a professional to help you make the best decisions for your business and your goals.
Remember, this is the blueprint for your future success. It’s worth the extra effort!
If you’re struggling with this, grab a copy of my e-workbook “Putting Your Business on the Road to Success to help you along. It’s filled with simple worksheets and checklists that make writing a powerful, 2-page marketing plan as easy as planning a vacation road trip…literally!
You can find it at http://www.2pagemarketingplan.com
Are you on Twitter?
Posted by: | CommentsIf so, here’s a cool tool you should know about…
This is the easiest way I’ve discovered to find a person on Twitter, or find people with a particular expertise or interest.
While you’re on Twitter, be sure to follow me at @stacykaracostas
Why Sizzling Hot Prospects Suddenly Go Stone Cold
Posted by: | CommentsIt happens all the time…You get a call or email from a prospect. They sound interested, and interesting. You chat. It goes swimmingly…Perhaps so much so that you’re already mentally shifting your calendar to fit them in.
Then, suddenly, they start giving you the cold shoulder. Or come up with some lame-sounding excuse for why they can’t move forward just yet (these usually arrive via email).
You go from excited about this hot knew prospect, to slightly deflated, a little frustrated, or possibly even incredibly worried about where your next client is going to come from now.
Maybe a touch of self doubt even starts to creep in. Thoughts like, “What’s wrong with me and my services?” and “They seemed so excited to get started…What happened?” tend to follow.
Well, I can’t answer the first one for you, but I can tell you exactly what’s happened in 99% of these instances…Life happened!
Yep. You read right. Life got in the way of you working with that top-notch, seemingly red-hot prospect.
Here’s the deal. Most people are going to call because they have a problem they believe you can help them solve. And right that second, this problem is a biggie. It’s top of mind and top of the to-do list.
So they make calls, interview service providers, and start deciding who to hire. Then, something happens…Literally.
And that something suddenly makes the problem they called you about WAY less of a priority. Now, because they have other, more pressing issues to deal with, you’ve been placed on the back-burner.
Depending on how pressing the original problem they called you about really is, they may become hot for your services again in a few days or weeks. But there’s a good chance more things are going to come up for them that take priority. So you could be on the back burner until that red hot prospect turns icy cold.
Thankfully, that doesn’t mean they won’t warm up again. It’s just that you might not still be top-of-mind when they do.
What should you do in the meantime?
First, keep in mind that no matter how disappointed you are, or how much you need the money, it’s your job be the consummate professional when they decide not to move forward.
Then, even more importantly, it’s your job to stay in front of them until they are ready to move forward again—without coming across like a pushy salesperson or pest.
How? Here’s a short list of inexpensive ways to stay top-of-mind for the long hall…
1) Collect their contact info (at least email, ideally physical address too)
2) Keep a copy of your notes regarding their business and needs. That way you can reference details down the road.
3) Immediately send a thank you card after you chat. They took the time to find and call you. The least you can do is let them know you appreciate their efforts.
4) Ask if you can put them on your newsletter list. This could be email or snail mail. Doesn’t matter. Just be sure your newsletters offer valuable information, not just sales pitches or coupons.
5) Follow up periodically with information that may be of interest to them. If you run across an article you think might be helpful, pop in an envelope and send it on.
6) Send birthday and holiday cards. Don’t just do this for your clients, do it for prospects too so they know you are thinking of them.
7) Be a great resource. If they keep getting valuable info from you, they’ll want to keep hearing from you. That’s good for everyone involved.
Keep it up and before you know it, the problem that originally brought them to you is likely to rise to the top of their priority list again. When it does, those icy prospects will get all hot and bothered again. And who do you think they’ll call…???
“WARNING! You could end up spending WAY too much for a Website that does nothing to make sales or grow your business!!”
Learn:
If you can plan a vacation road trip, you can write a highly effective small business marketing plan with this e-book!
Discover:
Ready to jump-start your small business sales?
