******************************************************
Web 2.0! How about Cottage Industry 2.0!
Copyright Henry Winter and The Livewirebusiness.com 2007
******************************************************
When the web first started it was created as an information exchange.
It helped create the "Global Village".
Direct marketers saw it as a sales exchange. Joe Bloggs saw it as a money exchange and a life style exchanger, a route to make bags of money, with an autopilot system for mega bucks, no effort and could spend all day on the beach. Maybe, but it's harder than they think.
Now the web is a crowded place, everyones web site is screaming with bolder headlines,
hyped product launches come and go (many still with great product), but the audience
is now more educated, increasingly sceptical and harder to convince.
Why? Because the web has made them so. It enables them to learn more, review more things
more quickly, attend forums that can burn you before you start. They have become a more educated consumer, education brings knowledge and that can produce resistance to sales messages. The more informed they are the more pertient things they will need to know and they will ask you more searching questions of your business and what you do, too.
In the Pre industrial age businesses were "cottage" industries, local, community based. The industrial revolution changed all that, the country side emptied as everyone was attracted to the cities for employment and money. But now the reverse is happening.
The Global Village is now re enabling "Village" living. The web enables total connectedness so you can work any where, and many are now choosing to vacate the crowded cities, head for the hills, and enjoy a more flexible quality of life. "Cottage" industry is returning to the countryside, it has become fresh again. Businesses, large or small, can be run "virtually". You may still need to go to the city offices to please the powers that be, but that may now be just 1-2 days a week, if you remain in "employment" but more and more people are discovering their own entrepreneurial flair, enabled by the web.
Cottage industry was about knowing thy neighbour, knowing their wants from bumping into them on the street, or at socials or gatherings and sales were made from a solid base of knowledge and relationship. The web, whilst enabling dispersed communication, sales letters and sites to be put up, and processes to be put in place to capture a lead, enter a dialogue, convert a sale, and develop the customer, made all that more remote, with no intervention. Great at the start but beginning to fail now.
Increased resistance and with prospects and customers being in more control, can be overcome by reactivating the cottage industry values, values of personal contact and relationship building, still via the web, but at point of enquiry, point of sale and on an ongoing basis. How?
By incorporating interactive web tools that enable immediate contact with a web site visitor, right off your home page (or any other page fo that matter). They and you can see each other, talk to each other, exchange cyber handshakes. It's like bumping into them in the street again, except you are in New York and they are in Northampton, UK or any where else for that matter. That way the visitor can ask you questions, seek information, there, and then when they are hot on the trail of their purchase of product or service. They and you can start building a sales relationship, personally.
You can pick up immediate feedback on what you do, you can guide them to more information, a lead capture page, send them information and many more applications besides. Interactvity tools and sales systems can make the site visitor experience better, more personal and convert more. Try it. Talk to me live.
Long live web 2.0 - Long live Cottage Industry 2.0.
Thursday, November 22, 2007
Tuesday, October 09, 2007
As you treating your business as an Artist would?
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LiveWireBusiness Blog - Are you treating your business as an Artist would?
Copyright Henry Winter and Livewirebusiness.com 2007
*********************************************
Before I start let me ask you a question: Are you an art lover?
Even if not, I expect you would probably agree that we all love some form of art. The question is what form?
A single picture can divide opinion massively, even vehemently at times. Yet both parties can be right, but only from their perspective. And if you happen to like a particular artists style you can become an avid fan and supporter of their work. There will be something about it that specifically appeals to you.
Something unique. And something that will make you loyal to them too.
Picasso, Dahli, Emin, Hirst - to name just four - are four artists (amongst many others) who create polarising feelings, either "for" or "against". Yet they are successful, very successful. In fact they are global brands.
As a business owner you could be asking yourself why?
Did Tracy Emin set out from day one to become a world wide name? Or was it her singular focus to do what she wanted to do that created it? I think its the latter. Yes, she is controversial. But that IS Tracy Emin. And it has not stopped her, or Damian Hirst and others from becoming global.
And personality, not just of their art but also of self, is something great artists possess.
Like great artists, lots of business owners I meet have one thing that makes them stand out too - their individual personalities.
Yet, when I read what their business says about itself it's "neutral" drivel. The owners personailty has disappeared.
You could argue that the "sum of all is greater than the parts" and that individual personality, indeed any personality, has no place in your marketing, and I would disagree - totally.
If you run a local business your personality may be just the thing to put in your marketing to make you stand out.
If you run a national, or even multi national business, it may not be your own personality you want to use but at least make sure your company has some kind of personality.
And before you say personality in large business does not work let me say: Lee Iocca, Jack Welch, Richard Branson, Bill Gates, Larry Ellison, to name an illustrious few.
Get a group of managers and employees together, go through your brand, your business "essence" and re create your marketing around that personality. It does not have to be controversial to succeed either, but it needs a personality.
You would be surprised how effective just thinking about your company and its "personality" can be. You may find you are actually in a different market from where you ought to be, that your targets are a mismatch from what you truly do.
I will agree that some personalities can drive people away.
Yet, if you carefully think about the personality for your business, that exercise alone will save you wasting time and effort on customers you will eventually lose any way, giving you the time and money to cultivate those that willl truly stick with you.
And where your personality matches your market it will make you stand out from the blandness of all the rest of your competing crowd. You will attract like minded customers and as they like you, they will become loyal, become avid supporters and will spend more for the privilege.
So, go create and enjoy the missing fruits that actually having a "personality" will get your business.
LiveWireBusiness Blog - Are you treating your business as an Artist would?
Copyright Henry Winter and Livewirebusiness.com 2007
*********************************************
Before I start let me ask you a question: Are you an art lover?
Even if not, I expect you would probably agree that we all love some form of art. The question is what form?
A single picture can divide opinion massively, even vehemently at times. Yet both parties can be right, but only from their perspective. And if you happen to like a particular artists style you can become an avid fan and supporter of their work. There will be something about it that specifically appeals to you.
Something unique. And something that will make you loyal to them too.
Picasso, Dahli, Emin, Hirst - to name just four - are four artists (amongst many others) who create polarising feelings, either "for" or "against". Yet they are successful, very successful. In fact they are global brands.
As a business owner you could be asking yourself why?
Did Tracy Emin set out from day one to become a world wide name? Or was it her singular focus to do what she wanted to do that created it? I think its the latter. Yes, she is controversial. But that IS Tracy Emin. And it has not stopped her, or Damian Hirst and others from becoming global.
And personality, not just of their art but also of self, is something great artists possess.
Like great artists, lots of business owners I meet have one thing that makes them stand out too - their individual personalities.
Yet, when I read what their business says about itself it's "neutral" drivel. The owners personailty has disappeared.
You could argue that the "sum of all is greater than the parts" and that individual personality, indeed any personality, has no place in your marketing, and I would disagree - totally.
If you run a local business your personality may be just the thing to put in your marketing to make you stand out.
If you run a national, or even multi national business, it may not be your own personality you want to use but at least make sure your company has some kind of personality.
And before you say personality in large business does not work let me say: Lee Iocca, Jack Welch, Richard Branson, Bill Gates, Larry Ellison, to name an illustrious few.
Get a group of managers and employees together, go through your brand, your business "essence" and re create your marketing around that personality. It does not have to be controversial to succeed either, but it needs a personality.
You would be surprised how effective just thinking about your company and its "personality" can be. You may find you are actually in a different market from where you ought to be, that your targets are a mismatch from what you truly do.
I will agree that some personalities can drive people away.
Yet, if you carefully think about the personality for your business, that exercise alone will save you wasting time and effort on customers you will eventually lose any way, giving you the time and money to cultivate those that willl truly stick with you.
And where your personality matches your market it will make you stand out from the blandness of all the rest of your competing crowd. You will attract like minded customers and as they like you, they will become loyal, become avid supporters and will spend more for the privilege.
So, go create and enjoy the missing fruits that actually having a "personality" will get your business.
Friday, July 13, 2007
Pincess Diana and the Mexican Wave
Marketing Lessons from Princess Diana and the Mexican Wave
====================================
Copyright Henry Winter and Livewirebusiness.com
July 2007
====================================
BANG, it went. Darned alarm clock! No, wasn't that. It was the front door.
Then clump, clump up the stairs, as my youngest got back from his early morning paper
round. "Morning Dad, time to be up", and chucked the papers on the bed.
And it was definately time to be up and about. We were all off to The Concert for Diana, a little surprise I had organised a few months earlier. My wife, two boys and me.
A great chance to celebrate an icon [faults an' all], see the new Wembley stadium, some great bands and contribute to charity too, all in one swoop. So, if you like this article please go to
http://www.concertfordiana.com/charities/ to make a donation too.
I still think the new national stadium should have been built on a large greenfieild area around Coventry/Daventry, rather than slap bang in the middle of an industrial estate in North West London, but there you go.
Having got there by a mix of car and public transport in just under two, very relaxing hours, the sun came out [and miraculously stayed out all afternoon and evening too], the stadium was fantastic and our seats were great. The stadium was virtually full, despite some of the TV angles the world saw suggesting otherwise, but seats that could the see stage were all full. It was a great atmosphere.
Elton John opened and closed it.
The Prince's read their words off their hands (what was that about!!), Duran Duran sang "Wild Boys" for William and Harry, and "Rio" for Princess Di. Bryan Ferry, Fergie, Pharrell Williams, P Diddy, The National Ballet, Andrew Lloyd Webber, Sarah Brightman, Andrea Bocelli singing "Phantom of the Opera", Tom Jones, Joss Stone, Rod Stewart (he was great, surprised me, not the biggest of his fans) enjoyed kicking footballs out to the crowd in his songs, Take That and The Feeling were great too, as was Orson, James Morrison, Lily Allen was brill, Nelly Furtado (getting sexier than ever isn't she?), Natasha Bedingfield, Kanye West, Rodger Hampson (Supertramp), Status Quo and Will Young. Fantastic All.
And we had intro's from an assortment of guests, Kiefer Sutherland no less, Dennis Hopper, Natasha Kaplinski, Boris Becker, John McCenroe, Jamie Oliver and more.
But what's the Princess Di concert got to do with marketing?
Two things:
1. The first is about over delivering at a good price = i.e. value for money. There was a souvenir programme, beautifully produced with photo's galore, high quality production and for £10 great value for what it was. A "product" I was not planning to get, i.e. I had already decided before going I would not get one but..... it was too well done not to.
So, don't think you can't convert your market. If you are going to convert prospects, even sceptical ones like me, and have them buy from you, create and deliver a high quality product for a great price and even the most sceptic of buyers can be converted.
2. The second is find a way to create a "tipping point", somehting that will create action amongst a group or your target audience. During the concert, on many occasions, the left hand corner of the crowd, near the stage, tried to send Mexican waves away from the stage, up the sides, round the back, down again the other side, all the way round to their opposite numbers on the other side of the stage, over three massive tiers and 68,000 people.
How did they get on? The people tryin to start the wave were persistent pays. And persistence pays in marketing.
First time about 4 people tried it. Failed.
Second time about the same number, same result.
3rd time, @ 20 people, this time about 50 seats away, joined in but it stopped.
4th time it got about 1/2 way round a patchy 1st tier.
5th time we were rocking, 2/3 rd's the way around the first tier.
6th time, fantastic, all the way the first tier and a few from the second tier.
After that first, "all way round" success, it went again, this time with everyone in the first and even more in the second tier too. After a few more times all three tiers did it. It was great, you could feel it as it got nearer, the noise went up and clapping and more, as 68,000 people moved in timed unison, to one end goal - the wave. And as it got to the end the "posh" seats at stage level sent it all the way from the front of the stage to the back of the stadium too. Cool.
Nearly every time thereafter, if a wave started, it nearly always completed.
Sometimes the whole stadium was on its feet with the wave (in between all the dancing for every band), sometimes just a complete tier in isolation. But once the crowd was taught, the "tipping point" (read Gladwells Book) reached that crowd and it was easy to start another frenzy, to get the crowd to respond.
It became easier to "upsell" the next wave, after the one before it.
Just as you should think about providing the opportunty for a loyal customer to get something else from you immediately after their last purchase from you.
The real message. Next time your marketing get's stuck, persevere.
It starts with just a couple customers or leads, then may fail, but keep trying. Those 2 become 4, then 20, 40, 80, 160, 320, 640, 1280, 2560, 5120 and before you know it you can have 10,000+ customers banging at your door.
With the words of a great branding success, and the closing words Dan Kennedy chose to close his book, "Ultimate Success Secrets" - JUST DO IT.
Take action to overcome your worry and don't be willing to accept the result you are getting. Do something about it.
So, if your marketing is stuck in a rut, going nowhere fast, think: "What can you do to start your own mexican wave, or viral wave, or word of mouth, or PR to get your business back on track?"
Think about it - you will find something.
Until next time, happy concert going!
Henry Winter,
Business Creator, The Livewirebusiness.com, "Money Making Marketing for Entreprenuers"
webmaster@livewirebusiness.com
PS: do donate if you can, these are all great causes. http://www.concertfordiana.com/charities/
PPS: If you do go to the stadium, whilst there are lots of food and service outlets (688 I think) they are expensive. Make sure you have enough dosh but keep it safe.
====================================
Copyright Henry Winter and Livewirebusiness.com
July 2007
====================================
BANG, it went. Darned alarm clock! No, wasn't that. It was the front door.
Then clump, clump up the stairs, as my youngest got back from his early morning paper
round. "Morning Dad, time to be up", and chucked the papers on the bed.
And it was definately time to be up and about. We were all off to The Concert for Diana, a little surprise I had organised a few months earlier. My wife, two boys and me.
A great chance to celebrate an icon [faults an' all], see the new Wembley stadium, some great bands and contribute to charity too, all in one swoop. So, if you like this article please go to
http://www.concertfordiana.com/charities/ to make a donation too.
I still think the new national stadium should have been built on a large greenfieild area around Coventry/Daventry, rather than slap bang in the middle of an industrial estate in North West London, but there you go.
Having got there by a mix of car and public transport in just under two, very relaxing hours, the sun came out [and miraculously stayed out all afternoon and evening too], the stadium was fantastic and our seats were great. The stadium was virtually full, despite some of the TV angles the world saw suggesting otherwise, but seats that could the see stage were all full. It was a great atmosphere.
Elton John opened and closed it.
The Prince's read their words off their hands (what was that about!!), Duran Duran sang "Wild Boys" for William and Harry, and "Rio" for Princess Di. Bryan Ferry, Fergie, Pharrell Williams, P Diddy, The National Ballet, Andrew Lloyd Webber, Sarah Brightman, Andrea Bocelli singing "Phantom of the Opera", Tom Jones, Joss Stone, Rod Stewart (he was great, surprised me, not the biggest of his fans) enjoyed kicking footballs out to the crowd in his songs, Take That and The Feeling were great too, as was Orson, James Morrison, Lily Allen was brill, Nelly Furtado (getting sexier than ever isn't she?), Natasha Bedingfield, Kanye West, Rodger Hampson (Supertramp), Status Quo and Will Young. Fantastic All.
And we had intro's from an assortment of guests, Kiefer Sutherland no less, Dennis Hopper, Natasha Kaplinski, Boris Becker, John McCenroe, Jamie Oliver and more.
But what's the Princess Di concert got to do with marketing?
Two things:
1. The first is about over delivering at a good price = i.e. value for money. There was a souvenir programme, beautifully produced with photo's galore, high quality production and for £10 great value for what it was. A "product" I was not planning to get, i.e. I had already decided before going I would not get one but..... it was too well done not to.
So, don't think you can't convert your market. If you are going to convert prospects, even sceptical ones like me, and have them buy from you, create and deliver a high quality product for a great price and even the most sceptic of buyers can be converted.
2. The second is find a way to create a "tipping point", somehting that will create action amongst a group or your target audience. During the concert, on many occasions, the left hand corner of the crowd, near the stage, tried to send Mexican waves away from the stage, up the sides, round the back, down again the other side, all the way round to their opposite numbers on the other side of the stage, over three massive tiers and 68,000 people.
How did they get on? The people tryin to start the wave were persistent pays. And persistence pays in marketing.
First time about 4 people tried it. Failed.
Second time about the same number, same result.
3rd time, @ 20 people, this time about 50 seats away, joined in but it stopped.
4th time it got about 1/2 way round a patchy 1st tier.
5th time we were rocking, 2/3 rd's the way around the first tier.
6th time, fantastic, all the way the first tier and a few from the second tier.
After that first, "all way round" success, it went again, this time with everyone in the first and even more in the second tier too. After a few more times all three tiers did it. It was great, you could feel it as it got nearer, the noise went up and clapping and more, as 68,000 people moved in timed unison, to one end goal - the wave. And as it got to the end the "posh" seats at stage level sent it all the way from the front of the stage to the back of the stadium too. Cool.
Nearly every time thereafter, if a wave started, it nearly always completed.
Sometimes the whole stadium was on its feet with the wave (in between all the dancing for every band), sometimes just a complete tier in isolation. But once the crowd was taught, the "tipping point" (read Gladwells Book) reached that crowd and it was easy to start another frenzy, to get the crowd to respond.
It became easier to "upsell" the next wave, after the one before it.
Just as you should think about providing the opportunty for a loyal customer to get something else from you immediately after their last purchase from you.
The real message. Next time your marketing get's stuck, persevere.
It starts with just a couple customers or leads, then may fail, but keep trying. Those 2 become 4, then 20, 40, 80, 160, 320, 640, 1280, 2560, 5120 and before you know it you can have 10,000+ customers banging at your door.
With the words of a great branding success, and the closing words Dan Kennedy chose to close his book, "Ultimate Success Secrets" - JUST DO IT.
Take action to overcome your worry and don't be willing to accept the result you are getting. Do something about it.
So, if your marketing is stuck in a rut, going nowhere fast, think: "What can you do to start your own mexican wave, or viral wave, or word of mouth, or PR to get your business back on track?"
Think about it - you will find something.
Until next time, happy concert going!
Henry Winter,
Business Creator, The Livewirebusiness.com, "Money Making Marketing for Entreprenuers"
webmaster@livewirebusiness.com
PS: do donate if you can, these are all great causes. http://www.concertfordiana.com/charities/
PPS: If you do go to the stadium, whilst there are lots of food and service outlets (688 I think) they are expensive. Make sure you have enough dosh but keep it safe.
Thursday, June 14, 2007
Getting Your New Apprentices!
Advertise for a New Recruit and they will come
OR
How to waste both your time and your money!
Copyright Henry Winter 2007
==================================
For a £100,000 a year job will your business REALLY spend 12 weeks in the interview process? Have the Chairman and his two closest advisers and 5 other advisers helping with the decision?
No, thought not. Great TV though.
I do not know why the above headline came into my head but I was driving back from a conference where I met quite a few HR people. No matter what everyone else says, if you are seeking to fill a key managerial position there is a lot of competition for it from other employers.
In the past Head Hunters were only used for very senior posts. But it seems, for some HR people, they are lowering the barrier so they start to use a Head Hunter for some lower level recruitment or at least they are using a recruitment agency and still paying quite big fees for jobs they really should be doing themselves. More of that later. [Note:I am not having a pop at headhunters, recruiters of HR people.]
Either way it means more money lost to the business.
Head Hunters do a great job and are worth their rather large fees if they get you the right candidate. They do the ad for you. They buy the ad space (and make money on that at your expense too). They screen the candidates, suggest the short list that you also spend time interveiwing too. You decide (if they are good) and hire or not. The offer goes and they accept and your off to the races - and 20-33%+ of the new compensation package worse off in fees to your recruiter. In our £100,000 a year scenario by the time you have finished with the company car, pension, and all the other bits and prices you are probably down by a minimum £20-30K in fees if not more.
But is that the best approach and ROI?
Really its a typical marketing problem.
1. Few employers, large or small, have a regular drip feed campaign that promotes their business when they are not recruiting One that makes the business attractive enough to get a steady stream of the right type of candidates approaching the company at ALL times.
2. When they are recruiting the adverts produced are invariably full of "corporate speak". They do not the give their company (or the role they are trying to fill) enough personality to attract the right candidates or the exactly right skills.
3. Other than the typical call to action - "Send us your CV", there is nothing to weed out the desperate job seekers with polished CV's created by someone else getting in your pile and wasting your time.
The combination of all three drives you nuts and you either get lower skilled people in the role you cannot fill or go to a recruiter to "save you time and money". Either way, not what you want.
OR
Save yourself the recruiters fees:
1. Create a regular campaign of information, PR and stories about your business. Get it on the radio, in the local press (and national if appropriate), that make your company brilliant to work for. That will create a drip feed of candidates that will sit in your databank, not the reruiters.
2. When you are recruiting give your advert "personality". Why? Because, as you know, personality - or lack of it - polarises people. They like you or they don't. And thats what you want - to polarise away those people who will not fit your company personality.
3. Give your ad a different call to action, something that will make the candidate do something different that will help you immediatley see they have the skills and commitment you need. Get them to write you a Whitepaer on a specific aspect releavant to the job. After all you could always use it (or bits of it) later!
4. That way the ad, the call to action between them, plus the drip feed will enable you to have a self selected shortlist. Other than spend time reading the hot CVs you have not spent much money or time.
5. You see the shortlist of the right candidates and Bobs your uncle and your competition are left wondering how an earth your business is going so well when they cannot get the right candidates to approach them let alone interview them.
It is quite likely that this little blog will polarise a few people too! But thats OK.
If it does and you don't agree with it you won't be contacting me anyway.
If it hits a cord you will, or may at least think about it. And if you do - its because you have the right personality and approach to work with some one like me - so we will both be happy.
So, next time you have a post to fill bear this blog in mind and if want help crafting a winning recruitment ad bear me in mind too. Its a lot less expensive than a recruiters fee.
All the best with gaining your New Apprentices - until next time
Henry Winter
webmaster@livewirebusiness.com
Copywriter, Author, Marketer, Business Advisor
Advertise for a New Recruit and they will come
OR
How to waste both your time and your money!
Copyright Henry Winter 2007
==================================
For a £100,000 a year job will your business REALLY spend 12 weeks in the interview process? Have the Chairman and his two closest advisers and 5 other advisers helping with the decision?
No, thought not. Great TV though.
I do not know why the above headline came into my head but I was driving back from a conference where I met quite a few HR people. No matter what everyone else says, if you are seeking to fill a key managerial position there is a lot of competition for it from other employers.
In the past Head Hunters were only used for very senior posts. But it seems, for some HR people, they are lowering the barrier so they start to use a Head Hunter for some lower level recruitment or at least they are using a recruitment agency and still paying quite big fees for jobs they really should be doing themselves. More of that later. [Note:I am not having a pop at headhunters, recruiters of HR people.]
Either way it means more money lost to the business.
Head Hunters do a great job and are worth their rather large fees if they get you the right candidate. They do the ad for you. They buy the ad space (and make money on that at your expense too). They screen the candidates, suggest the short list that you also spend time interveiwing too. You decide (if they are good) and hire or not. The offer goes and they accept and your off to the races - and 20-33%+ of the new compensation package worse off in fees to your recruiter. In our £100,000 a year scenario by the time you have finished with the company car, pension, and all the other bits and prices you are probably down by a minimum £20-30K in fees if not more.
But is that the best approach and ROI?
Really its a typical marketing problem.
1. Few employers, large or small, have a regular drip feed campaign that promotes their business when they are not recruiting One that makes the business attractive enough to get a steady stream of the right type of candidates approaching the company at ALL times.
2. When they are recruiting the adverts produced are invariably full of "corporate speak". They do not the give their company (or the role they are trying to fill) enough personality to attract the right candidates or the exactly right skills.
3. Other than the typical call to action - "Send us your CV", there is nothing to weed out the desperate job seekers with polished CV's created by someone else getting in your pile and wasting your time.
The combination of all three drives you nuts and you either get lower skilled people in the role you cannot fill or go to a recruiter to "save you time and money". Either way, not what you want.
OR
Save yourself the recruiters fees:
1. Create a regular campaign of information, PR and stories about your business. Get it on the radio, in the local press (and national if appropriate), that make your company brilliant to work for. That will create a drip feed of candidates that will sit in your databank, not the reruiters.
2. When you are recruiting give your advert "personality". Why? Because, as you know, personality - or lack of it - polarises people. They like you or they don't. And thats what you want - to polarise away those people who will not fit your company personality.
3. Give your ad a different call to action, something that will make the candidate do something different that will help you immediatley see they have the skills and commitment you need. Get them to write you a Whitepaer on a specific aspect releavant to the job. After all you could always use it (or bits of it) later!
4. That way the ad, the call to action between them, plus the drip feed will enable you to have a self selected shortlist. Other than spend time reading the hot CVs you have not spent much money or time.
5. You see the shortlist of the right candidates and Bobs your uncle and your competition are left wondering how an earth your business is going so well when they cannot get the right candidates to approach them let alone interview them.
It is quite likely that this little blog will polarise a few people too! But thats OK.
If it does and you don't agree with it you won't be contacting me anyway.
If it hits a cord you will, or may at least think about it. And if you do - its because you have the right personality and approach to work with some one like me - so we will both be happy.
So, next time you have a post to fill bear this blog in mind and if want help crafting a winning recruitment ad bear me in mind too. Its a lot less expensive than a recruiters fee.
All the best with gaining your New Apprentices - until next time
Henry Winter
webmaster@livewirebusiness.com
Copywriter, Author, Marketer, Business Advisor
Monday, May 07, 2007
The Madness of King George and the Ice Cream Man
=======================================
Copyright 2007, All Rights Reserved, Livewirebusiness Ltd
Henry Winter, Publisher, Author, Marketer, Adviser.
=======================================
How far would you go for an ice cream?
200 yards, 2 miles - how about 90 miles.......
Weymouth is a seaside resort we occasionally go to for day trips. The area on the south side of the Marina, round the "Cove" area and "The Old Brewery" is full of lovely painted cottages. The north side has the beach and esplanande. The day we visited it was thriving.
But why were we there? Simply, because of the power of PR. If you don't believe it works read on.........
A week ago, I was watching our "local" TV news, tagged on the end of the national coverage. And there was a snippet of a story about an Ice Cream parlour in Weymouth, that had had to get an "Alcohol License" to sell some of its ice cream. Why? Because some of their concoctions have strong alcohol content.
As it happened we were considering where to go the following weekend. We are lucky, we are only @ an hour or so from the coast generally but, what the hey, lets spend 2hrs 25 mins travelling instead, just to try an ice cream! For the coming weekend that TV "snippet" made up our minds - Weymouth here we come.
Was it worth battling the traffc - you bet, but I'll come to that in a minute.
The point of the blog is simply this.
If you are not using your thinking time to create ways to get some PR, do so now.
The power of PR is immense.
And the beauty of a lot of it, it's free. Yes FREE to generate.
It will cost you nothing other than a bit of your time to write a press release. It will cost nothing to call your local Radio or TV station. There are a couple of things that are useful for you to know but they are simple.
So, back to my question, was it worth the trip. You bet.
The sun shone all day, Weymouth was busy but you could still breathe. The Marina area has all been improved (I have not been for quite a few years!) and it was a pleasant bustle.
But then came the surprise.
We expected to find the ice cream parlour somewhere alone the esplanade. Nowhere to be seen. In the main shopping streets - not quite. Asked passers by, "Where could we find the famous ice cream parlour with an alcohol license" no one knew (we did not find a local person, those we stopped, like us, were all visitors). But we were still hooked, driven even, to find it. We loved their story, we had to taste the ice cream.
We stopped at "King Edwards" restaurant and cafe for a take away tea. And asked there. Very helpful staff, know how to run a tight ship. We did not eat there but the chips looked fresh and tasty as did their fish. After a couple of moments scratching his head the manager twigged where we were looking for.
What was even more of a surprise was that for some unknown reason I expected the ice cream parlour to be an established business - no, it was only about a month or two old. What fantatsic PR for a young, new business.
He gave us directions.
We found it. It's called "Mad George". It's on George Street. And its a trendy ice cream eatery.
Just find the "Cook Shop" store, just off the main esplanade and then turn left into "George Street" if you are walking away from the sea. Its @ 400 yards on the right hand side.
My wife and I had honeycomb and toffee and a Pinocholada. Then, 30 mins later we found our kids and took them there. My wife and I could not resist another small "Rum and Raisin" - all the ice creams were absolutely delicious. The orangey one is to die for. I can still taste all the various ones I tried - 2 days later.
By accident the Ice Cream parlour had managed to get some regional TV coverage when the local environmental health refused to let them sell the ice creams without an alcohol license. And the word had spread far and wide. Whats more others had travelled even further than we had too. We had become "Mad George" evangelists even before we even got there.
By creating a story the PR worked. By asking others we were spreading the word. And we even saw some of the other visitors we had asked later, those that diod not know where it was. Our question to them had peaked their curiosity and that of others.
Local viral marketing at its timely best.
With the product living up to its promise I am spreading the word to you.
Could this ice cream parlour done more? May be a little. They need to:
- get some more local PR out to tie in with their regional coverage
- as they are in a secondary position provide some leaflets/coupons/flyers that non conflicting
businesses can carry in prime locations for mutual benefit
- they should capture peoples emails so they can sell by mail order and or get repeat visitors. There is lots they could do that way.
Now, you may be asking why is an ice cream parlour called "Mad George".
I know why but that would be giving the game away.
All the staff are perfectly sound, sane and lovely people and I wish them all the best.
You will have to go and ask them, but the address and something you will see nearby will give you clues. If you go in, tell them Henry sent you and I hope you enjoy the ice cream as much as I and my family did.
Above all, get your own PR out there.
Or, if you want some help just drop me an email.
Happy Ice Cream eating. Henry.
=======================================
Copyright 2007, All Rights Reserved, Livewirebusiness Ltd
Henry Winter, Publisher, Author, Marketer, Adviser.
=======================================
How far would you go for an ice cream?
200 yards, 2 miles - how about 90 miles.......
Weymouth is a seaside resort we occasionally go to for day trips. The area on the south side of the Marina, round the "Cove" area and "The Old Brewery" is full of lovely painted cottages. The north side has the beach and esplanande. The day we visited it was thriving.
But why were we there? Simply, because of the power of PR. If you don't believe it works read on.........
A week ago, I was watching our "local" TV news, tagged on the end of the national coverage. And there was a snippet of a story about an Ice Cream parlour in Weymouth, that had had to get an "Alcohol License" to sell some of its ice cream. Why? Because some of their concoctions have strong alcohol content.
As it happened we were considering where to go the following weekend. We are lucky, we are only @ an hour or so from the coast generally but, what the hey, lets spend 2hrs 25 mins travelling instead, just to try an ice cream! For the coming weekend that TV "snippet" made up our minds - Weymouth here we come.
Was it worth battling the traffc - you bet, but I'll come to that in a minute.
The point of the blog is simply this.
If you are not using your thinking time to create ways to get some PR, do so now.
The power of PR is immense.
And the beauty of a lot of it, it's free. Yes FREE to generate.
It will cost you nothing other than a bit of your time to write a press release. It will cost nothing to call your local Radio or TV station. There are a couple of things that are useful for you to know but they are simple.
So, back to my question, was it worth the trip. You bet.
The sun shone all day, Weymouth was busy but you could still breathe. The Marina area has all been improved (I have not been for quite a few years!) and it was a pleasant bustle.
But then came the surprise.
We expected to find the ice cream parlour somewhere alone the esplanade. Nowhere to be seen. In the main shopping streets - not quite. Asked passers by, "Where could we find the famous ice cream parlour with an alcohol license" no one knew (we did not find a local person, those we stopped, like us, were all visitors). But we were still hooked, driven even, to find it. We loved their story, we had to taste the ice cream.
We stopped at "King Edwards" restaurant and cafe for a take away tea. And asked there. Very helpful staff, know how to run a tight ship. We did not eat there but the chips looked fresh and tasty as did their fish. After a couple of moments scratching his head the manager twigged where we were looking for.
What was even more of a surprise was that for some unknown reason I expected the ice cream parlour to be an established business - no, it was only about a month or two old. What fantatsic PR for a young, new business.
He gave us directions.
We found it. It's called "Mad George". It's on George Street. And its a trendy ice cream eatery.
Just find the "Cook Shop" store, just off the main esplanade and then turn left into "George Street" if you are walking away from the sea. Its @ 400 yards on the right hand side.
My wife and I had honeycomb and toffee and a Pinocholada. Then, 30 mins later we found our kids and took them there. My wife and I could not resist another small "Rum and Raisin" - all the ice creams were absolutely delicious. The orangey one is to die for. I can still taste all the various ones I tried - 2 days later.
By accident the Ice Cream parlour had managed to get some regional TV coverage when the local environmental health refused to let them sell the ice creams without an alcohol license. And the word had spread far and wide. Whats more others had travelled even further than we had too. We had become "Mad George" evangelists even before we even got there.
By creating a story the PR worked. By asking others we were spreading the word. And we even saw some of the other visitors we had asked later, those that diod not know where it was. Our question to them had peaked their curiosity and that of others.
Local viral marketing at its timely best.
With the product living up to its promise I am spreading the word to you.
Could this ice cream parlour done more? May be a little. They need to:
- get some more local PR out to tie in with their regional coverage
- as they are in a secondary position provide some leaflets/coupons/flyers that non conflicting
businesses can carry in prime locations for mutual benefit
- they should capture peoples emails so they can sell by mail order and or get repeat visitors. There is lots they could do that way.
Now, you may be asking why is an ice cream parlour called "Mad George".
I know why but that would be giving the game away.
All the staff are perfectly sound, sane and lovely people and I wish them all the best.
You will have to go and ask them, but the address and something you will see nearby will give you clues. If you go in, tell them Henry sent you and I hope you enjoy the ice cream as much as I and my family did.
Above all, get your own PR out there.
Or, if you want some help just drop me an email.
Happy Ice Cream eating. Henry.
Sunday, December 17, 2006
Can Web casting improve your Property Business?
Copyright Henry Winter 2006
==============================================================
In a word Yes. But you are asking "How?"
Before I answer that, ask yourself this:
"If there was a way I could drive qualfied, hot to trot, Vendors, Landlords,
Developers, Asset Management and Relo firms to my door to sell/let their
property for virtually no cost, why I am not doing it?"
I can't answer the second question for you but I can advise you that this
opportunity exists and it exists now.
The answer to the How? above is using content, delivered "on demand",
via your own online meeting room.
You don't even need to be there - you can record what people see and here before hand.
But why is delivering content the way to do it?
Because delivering the right content the right way, specific to your market,
helps educate your market, helps set their expectations of what they can expect from others - and how you are better and why (if done gently) - and helps them
"consume" your services before they get to buy them, and buy them they will.
Not only will they buy them they will be willing to use more of them and pay more for them. Because your content will create a higher perception of your
"value" to help them. Real value.
To create real value you still need to analyse your business, develop the
pivotal points of difference between what you do and your competition does.
You cannnot B S..t todays consumers but you can deliver better quality services if your really think about. You can outwit the competition too.
Think of it this way:
You are an agent who provides a weekly online "clinic" on
market movements, and discuss techniques that help clients extract the maximum value for their properties. You do this to your complete applicant base and Vendors.
You can even record the sessions for later use and repeat them.
You "position" your business in a way your competitors cannot.
You create authority they cannot.
You gain business they cannot.
Add what you do to your PR output, and you can "automate" much of the sales funnel to drive people to these sessions.
Through what they hear they will identify themselves to your business as "I am
ready for you to work with me" - fully qualified, educated, and willing to go
clients for almost no cost and minimal effort.
Just a little bit of ingenuity - and even that can all be done for you.
If you have not investigated what having your own "webinar" for your business can do, have a really good look at it now.
You will be amazed at the opportunities it can lead you to.
Henry Winter,
Marketer, Author, Copywriter
www.livewirebusiness.com
webmaster@livewirebusiness.com
Copyright Henry Winter 2006
==============================================================
In a word Yes. But you are asking "How?"
Before I answer that, ask yourself this:
"If there was a way I could drive qualfied, hot to trot, Vendors, Landlords,
Developers, Asset Management and Relo firms to my door to sell/let their
property for virtually no cost, why I am not doing it?"
I can't answer the second question for you but I can advise you that this
opportunity exists and it exists now.
The answer to the How? above is using content, delivered "on demand",
via your own online meeting room.
You don't even need to be there - you can record what people see and here before hand.
But why is delivering content the way to do it?
Because delivering the right content the right way, specific to your market,
helps educate your market, helps set their expectations of what they can expect from others - and how you are better and why (if done gently) - and helps them
"consume" your services before they get to buy them, and buy them they will.
Not only will they buy them they will be willing to use more of them and pay more for them. Because your content will create a higher perception of your
"value" to help them. Real value.
To create real value you still need to analyse your business, develop the
pivotal points of difference between what you do and your competition does.
You cannnot B S..t todays consumers but you can deliver better quality services if your really think about. You can outwit the competition too.
Think of it this way:
You are an agent who provides a weekly online "clinic" on
market movements, and discuss techniques that help clients extract the maximum value for their properties. You do this to your complete applicant base and Vendors.
You can even record the sessions for later use and repeat them.
You "position" your business in a way your competitors cannot.
You create authority they cannot.
You gain business they cannot.
Add what you do to your PR output, and you can "automate" much of the sales funnel to drive people to these sessions.
Through what they hear they will identify themselves to your business as "I am
ready for you to work with me" - fully qualified, educated, and willing to go
clients for almost no cost and minimal effort.
Just a little bit of ingenuity - and even that can all be done for you.
If you have not investigated what having your own "webinar" for your business can do, have a really good look at it now.
You will be amazed at the opportunities it can lead you to.
Henry Winter,
Marketer, Author, Copywriter
www.livewirebusiness.com
webmaster@livewirebusiness.com
Tuesday, December 05, 2006
Hear all, see all, say something!
Copyright Henry Winter 2006====================================
What are your web conferenceing options?
There are 3:
1. Audio only
2. Wecasting
3. Video Conferencing
1. Audio only has typically
been reserved for telephone conferencing, traditionally
for "office" environments, where users dial into a pre
determined number and join others via voice box.
Even today most of those sound like every one has a paper bag
over their head but this is still used a lot by "business".
Nowadays Audio has taken on a new lease of life with numerous
people providing "Teleseminars", "Seminars" announced by direct
mail/email and either free or pay subscribed. Many are then
recorded, transcribed and then sold as packages of information.
For the seminar provider its a double whammy - they get paid
for the seminar, the listeners provide much of the interactive
content via their questions, then the informatrion is sold
to everyone else.
You can use email for "email broadcasts" where your voice
message is with in a link in the email.
2. Webcasts This is massively growing
and if you want to get in front of this "curve" before
it really takes off then do so. This a browser based format
for data and pictures together. Depending on your system you
can deliver video, power point and more - all in one go.
Great for sales promotion, training, keeping in touch with
clients, running "forums" amd much more besides. There are also
programmes where you can desk top share and other functions too.
3. VideoConferencing The travel replacement!
Face to Face, person to person contact.
There are lots of ways these combinations can improve your
business or business venture.
a) use them in your own business to improve profits by lowering
cost of conversion
b) acquire the rights to use them and "sell"/hire them to others
- creates a nice revenue stream and as people get used to it they
will want to "upgrade" from hiring from you to buying a system from you
c) hold your own "webinars", have some free, charge for others,
record them and resell them. Find a niche that's hungry for what
you know, create a plan, record the content and go for it.
Start your own Information Publishing Business.
To discover more now go to www.livewirebusiness.com/webcastor review the Wecast Video Packages in the left hand menu.
If you want to see how to turn what you know into your own
information publishing business click here.
Happy webcasting. Let me know of your success.
Henry Winter
Copyright Henry Winter 2006====================================
What are your web conferenceing options?
There are 3:
1. Audio only
2. Wecasting
3. Video Conferencing
1. Audio only has typically
been reserved for telephone conferencing, traditionally
for "office" environments, where users dial into a pre
determined number and join others via voice box.
Even today most of those sound like every one has a paper bag
over their head but this is still used a lot by "business".
Nowadays Audio has taken on a new lease of life with numerous
people providing "Teleseminars", "Seminars" announced by direct
mail/email and either free or pay subscribed. Many are then
recorded, transcribed and then sold as packages of information.
For the seminar provider its a double whammy - they get paid
for the seminar, the listeners provide much of the interactive
content via their questions, then the informatrion is sold
to everyone else.
You can use email for "email broadcasts" where your voice
message is with in a link in the email.
2. Webcasts This is massively growing
and if you want to get in front of this "curve" before
it really takes off then do so. This a browser based format
for data and pictures together. Depending on your system you
can deliver video, power point and more - all in one go.
Great for sales promotion, training, keeping in touch with
clients, running "forums" amd much more besides. There are also
programmes where you can desk top share and other functions too.
3. VideoConferencing The travel replacement!
Face to Face, person to person contact.
There are lots of ways these combinations can improve your
business or business venture.
a) use them in your own business to improve profits by lowering
cost of conversion
b) acquire the rights to use them and "sell"/hire them to others
- creates a nice revenue stream and as people get used to it they
will want to "upgrade" from hiring from you to buying a system from you
c) hold your own "webinars", have some free, charge for others,
record them and resell them. Find a niche that's hungry for what
you know, create a plan, record the content and go for it.
Start your own Information Publishing Business.
To discover more now go to www.livewirebusiness.com/webcastor review the Wecast Video Packages in the left hand menu.
If you want to see how to turn what you know into your own
information publishing business click here.
Happy webcasting. Let me know of your success.
Henry Winter
How to go GLOBAL with your information products,
or services with an investment of just $60!
Copyright Henry Winter 2006
=========================================
Conference room quality web video is now available to everyone.
But what do YOU need to start to use the web to help you promote
the hell out of your business?
Just 3 things:
1. Camera – a simple cheap, inexpensive web cam will
get you started. As you have more money you can add
a more sophisticated web cam - some will voice track
as you move, with an auto zoom and tracking device.
2. Monitor or Screen. Your lap top or PC will have one.
You need it so you can see the other person. Depending
on your web cast programme you can also see more than
one person at a time on your screen.
Alternatively, if you are holding a live meeting
and want to add in an “expert” speaker, you can add
them on the click of a button.
3. Codecs. All this is, is a bit of software a first
time user may need to load as it compresses the video
and audio streams and makes the whole thing workable.
I have one very old (9 years) PC that I test most stuff
on – if it works on that then I know it works on all my
newer machines too and web casting is dead easy,
even on an old machine.
4. Depending on your web cast programme you can
either “pre record” a session or do a live meeting
and record that “in session” for later play back.
5. If you want to experience one just go to
www.livewirebusiness.com/webcast and see the current schedule.
Need help, just email me webmaster@livewirebusiness.com
More coming soon,
I look forward to your success stories
of how you bought a web cam and became dominant in your niche.
Henry Winter
or services with an investment of just $60!
Copyright Henry Winter 2006
=========================================
Conference room quality web video is now available to everyone.
But what do YOU need to start to use the web to help you promote
the hell out of your business?
Just 3 things:
1. Camera – a simple cheap, inexpensive web cam will
get you started. As you have more money you can add
a more sophisticated web cam - some will voice track
as you move, with an auto zoom and tracking device.
2. Monitor or Screen. Your lap top or PC will have one.
You need it so you can see the other person. Depending
on your web cast programme you can also see more than
one person at a time on your screen.
Alternatively, if you are holding a live meeting
and want to add in an “expert” speaker, you can add
them on the click of a button.
3. Codecs. All this is, is a bit of software a first
time user may need to load as it compresses the video
and audio streams and makes the whole thing workable.
I have one very old (9 years) PC that I test most stuff
on – if it works on that then I know it works on all my
newer machines too and web casting is dead easy,
even on an old machine.
4. Depending on your web cast programme you can
either “pre record” a session or do a live meeting
and record that “in session” for later play back.
5. If you want to experience one just go to
www.livewirebusiness.com/webcast and see the current schedule.
Need help, just email me webmaster@livewirebusiness.com
More coming soon,
I look forward to your success stories
of how you bought a web cam and became dominant in your niche.
Henry Winter
E-faces A great way to make and save money
Copyright Henry Winter 2006
E-faces seeing a face on the web with video.
=====================================================
This is transforming business. Will it transform you and yours?
Masses of money has been spent creating computer networks,
And the communication links to make them talk to each other.
But, what does an average salesman do?
They get in a car, jump on a train, zoom on a plane and go see somebody.
And, 6 times out of 10, from a lot of the clients I work with,
the person they see has neither the interest, or the budget,
NOR the sign off power to make a buy happen.
A waste for you and the rest of the planet but they don’t see it.
That's because they are internally programmed on the old ways.
And they want their expenses too!
But helping to re programme an approach can help you, your sales people
make more commission and with less hassle - whilst being kinder to the planet too.
The power of the internet boosts the ability to:
Qualify a lead
Talk to a decision maker
Provide service samples/product experience
Deliver Training
CRM (Customer Relationship Management)
And all for pennies.
So, if you are one of those people that goes see somebody, or
you know you have a sales team with that mentality, but you are aware
the number of sales meetings per day is down due to congestion,
the team seem more tired (more travel wasted and less effective meetings)
and they are fed up with traffic, airport lounges, drafty railway stations,
It's time to change their daily reality and do it on the web.
Regular web contact, to prospects, and clients, with video, or the posting of messages with video:
enhances your relationships with prospects/clients - but with less cost
can increase conversions (if part of a proper plan)
let’s you train the prospect in how to consume your services before they have bought – which makes them buy and buy happily
reduces returns and refunds
it even makes the sales team happier and more productive too.
So, if you are in business for yourself, or have a small sales team,
or a large one, want to reduce costs, improve revenues
visit www.livewirebusiness.com click
on Multi-List Server then “All Packages” and review all the web based tools under
Webcast Video Packages in the left hand menu.
See it in action go here:
www.livewirebusiness.com/webcast
Best regards,
Henry Winter
Copyright Henry Winter 2006
E-faces seeing a face on the web with video.
=====================================================
This is transforming business. Will it transform you and yours?
Masses of money has been spent creating computer networks,
And the communication links to make them talk to each other.
But, what does an average salesman do?
They get in a car, jump on a train, zoom on a plane and go see somebody.
And, 6 times out of 10, from a lot of the clients I work with,
the person they see has neither the interest, or the budget,
NOR the sign off power to make a buy happen.
A waste for you and the rest of the planet but they don’t see it.
That's because they are internally programmed on the old ways.
And they want their expenses too!
But helping to re programme an approach can help you, your sales people
make more commission and with less hassle - whilst being kinder to the planet too.
The power of the internet boosts the ability to:
Qualify a lead
Talk to a decision maker
Provide service samples/product experience
Deliver Training
CRM (Customer Relationship Management)
And all for pennies.
So, if you are one of those people that goes see somebody, or
you know you have a sales team with that mentality, but you are aware
the number of sales meetings per day is down due to congestion,
the team seem more tired (more travel wasted and less effective meetings)
and they are fed up with traffic, airport lounges, drafty railway stations,
It's time to change their daily reality and do it on the web.
Regular web contact, to prospects, and clients, with video, or the posting of messages with video:
enhances your relationships with prospects/clients - but with less cost
can increase conversions (if part of a proper plan)
let’s you train the prospect in how to consume your services before they have bought – which makes them buy and buy happily
reduces returns and refunds
it even makes the sales team happier and more productive too.
So, if you are in business for yourself, or have a small sales team,
or a large one, want to reduce costs, improve revenues
visit www.livewirebusiness.com click
on Multi-List Server then “All Packages” and review all the web based tools under
Webcast Video Packages in the left hand menu.
See it in action go here:
www.livewirebusiness.com/webcast
Best regards,
Henry Winter
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