MichelePW Articles

My 95-year-old grandfather is quite a character. Yep, he's still going strong, takes 2 pills a month (yes, you read that right, a month) but he always makes sure he gets his gin in every day. (Forget yogurt, the key to living a long and health life is definitely the gin.) He's also a very successful businessman.

One of the things he taught me is you should always ask. What's the worst that will happen? They'll say no and you'll be no worse off than you are now.

Now, while I subscribe to that and DO ask, I've realized there's a bit of an unspoken rule here. Yes, I think asking and negotiating is part of business and life. So why do some questions put my teeth on edge and others don't? Where's the line?

I've been thinking about this and that's when it hit me. The questions that bug me, that cause my defensives to go up, are the ones that imply a lack of respect for me.

Let me illustrate with a story. At a Dan Kennedy event a few years ago, Gene Simmons was speaking. He opened it up for questions and this guy with what appeared to be a relatively new business stood up. In the course of the conversation with Gene, he said "Well, I know you see the potential of what I'm doing, but I can't pay you to help me market it. Would you be willing to take it on for a percentage of the business?"

Instantly groans filled the room. The would-be business owner turned around and said "It doesn't hurt to ask, does it?"

Now on one hand he's right. If Gene said no (which he did) he's no worse off than he was before he asked.

On the other hand, I would argue that he IS worse off because he just lost the respect of a chunk of the people in the room (and probably Gene as well).

Why? Because that's a question that implies a lack of respect for both Gene and himself.

What this would-be business owner is saying is this: "I don't believe enough in my business to take out a loan or do what it takes to hire you. Nor do I really believe that YOU can do what you say to make me a success."

Because if he believed either of those, he WOULD find the money because he would know he would get a huge return on his investment.

Now, there are limits here. A smart business person would figure out what he or she should expect to gross from their business, and then would know how much to invest to get that. So, for instance, let's say the potential of the business is $100,000 a year. It wouldn't make any sense at all to invest $250,000 to get $100,000. (Unless the $250,000 is a one-time thing and you were pretty convinced you would continue to make $100,000 every year, at which point by year 3 you'd start making pure profit.) Now, would it make sense to invest $10,000 to make $100,000? I'd say so.

In addition to that, the moment anyone says "I know you see the potential in this" they've lost me. If they have to TELL me that because it's not so obvious I can see it for myself, we have a problem on our hands.

So, while I do believe in Grandpa's adage which is "it doesn't hurt to ask" I also believe that BEFORE you ask, make sure what you're asking isn't implying a lack of respect.

Michele PW (Michele Pariza Wacek) is your Ka-Ching! Marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting their business. To find out how she can help you take your business to the next level, visit her site at http://www.MichelePW.com Copyright 2009 Michele Pariza Wacek.

Everyone talks about multiple streams of income, but not too many people talk about multiple marketing streams. I've come to believe that having multiple marketing streams is at least as important as having multiple streams of income.

But first, let me define what I'm talking about. Multiple marketing streams is a term I've just coined and it means using a variety of marketing tactics simultaneously to bring fresh leads into your business.

The problem is too many people rely on one or two marketing streams. Now, when those marketing streams are bringing in leads like mad, this seems like a good idea. The problem is what if one or both of those streams dry up?

And yes, this CAN and DOES happen. Frequently. And quickly. (Like overnight.) It happens if you're one to say "word of mouth is all I need." Or worse, most of your business comes from one or two referral sources. Something happens to those referral sources and you're done.

Maybe you're thinking you're safe because you're paying for advertising. Unfortunately you're not, it happens there too -- I've known more than one business that was left scrambling when something has happened to their Google pay-per-click accounts.

Having multiple marketing streams also stabilizes your business. You're far less likely to have "feast or famine" cycles in your business the more streams you have. Plus you're in a much better position to grow your business.

Okay so what are some of these marketing streams? Below is a list (although it's far from an exhaustive list). Use it to brainstorm more ideas for you business but by all means, do NOT use it to overwhelm yourself. There's no need to implement all of these at once. (And don't forget, you CAN hire people to help you implement these tactics -- it doesn't have to be all you.)

Online (driving traffic to your web site)
* Paid advertising (banner ads, PPC, etc)
* Submitting articles to portals
* Submitting press releases to portals
* Social networking (i.e. Facebook, Twitter, Linked In, FriendFeed)
* Blogs (note -- blogs can drive traffic to your site if you design it for that and update it regularly)
* Podcasts
* Videos

Affiliates/Joint Venture opportunities (i.e. finding ways to have other people promote you to their network/email list)

Speaking
* Speaking live at events
* Speaking on teleclasses (either your own or being interviewed on other people's teleclasses)
* Being interviewed on other shows (radio, internet radio, etc.)

Media
* Getting interviewed in publications
* Getting articles placed in publications

Offline paid advertising

In person networking

Word of mouth/referral sources (yes this is important but it shouldn't be your only source.)

Following up with leads. (What? This is about NEW marketing streams not following up with leads you already have. Well, I'm here to tell you those leads are going to disappear pretty quickly if you don't have a few tactics in your marketing toolbox to follow up with them. Also, the more you market to your current list, the more likely it will be your current list will referral you to other people.)
* Online -- with an ezine, teleclasses or some other way of providing content
* Offline -- mail postcards, printed newsletters, direct mail pieces or even pick up the phone.

Michele PW (Michele Pariza Wacek) is your Ka-Ching! Marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting their business. To find out how she can help you take your business to the next level, visit her site at http://www.MichelePW.com Copyright 2009 Michele Pariza Wacek.

It can make good marketing sense to partner with a nonprofit or a cause.

Consider what my marathon friends did when they were raising money to participate in the 3-Day Walk (you walk 60 miles in 3 days to promote breast cancer awareness and raise money for research). They approached a local restaurant called Backburner, which was famous for their cinnamon rolls. For a week, every time someone bought a cinnamon roll, they donated $1 to my friends for their walk.

I personally hadn't heard of the restaurant, but when I found this out, my husband and I went and had breakfast there (complete with a cinnamon roll of course!)

So this turned into a win-win for everyone. My friends won because they were able to get donations for their walk. Susan G Komen wins because they get more money to donate to research. The restaurant wins because they get additional promotion and good will helping out a good cause. And I won because I got to eat a yummy breakfast and discover a new restaurant. (We're ignoring the calories I consumed here.)

More than ever before, consumers are socially minded. In many cases they want to know the businesses they patronize are also socially minded. Connecting your business to a good cause is more than just making you "feel good" it can also make good business sense.

So what are some ways to start? (Other than writing a check.) Well, here are a few ideas you can use:

1. I'm participating in a teleclass summit to help raise money for St. Jude's Children Hospital. Why not put together your own telesummit and have proceeds go to a good cause?

2. Or if a summit is too much work, just do one teleclass, charge a low fee and let people know proceeds are helping support a cause.

3. Have a sale and let people know a percentage of proceeds are going to support a nonprofit.

4. Offer to give a product of yours for free if people donate. Or put together a special teleclass only for people who donate. (I would put a time frame around this if you do this, for instance they have 48 hours or a few days to donate.)

5. Put links to your favorite nonprofits in your newsletter or on your website. (But don't make it so prominent you encourage people to click away from your site and not support YOU.)

6. Give away your time. If you're a service professional and you find your client pipeline has slowed down or dried up, donating your time to a nonprofit can be a good way to jump start your business. The exposure can help you find new clients plus you can make it known you support their cause. (And don't forget to get a testimonial.) Now, be careful with this strategy, I've used it myself but make sure you don't go too crazy donating your time or you could end up getting really stressed out when you client work picks up again.

But whatever you do, make sure this is coming from the heart. People can sense if you're not being sincere, so make sure you truly do believe in the cause if you're going to publically help support it.

Michele PW (Michele Pariza Wacek) is your Ka-Ching! Marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting their business. To find out how she can help you take your business to the next level, visit her site at http://www.MichelePW.com Copyright 2009 Michele Pariza Wacek.