Purple Diamond Marketing Blog

Many of my daily business topics have been about marketing your business, but I think it is important to talk about money and asking to be paid. Regardless of what your terms are with your client, there will come a point where you must ask to be paid. Though each of us have gone in to business to make money, we are not all great at asking to be paid.

The key to getting comfortable with asking for your invoice to be paid on time is to feel confident that you have fulfilled your end of the deal. Have you given a quality product and delivered on what was promised? If you have your own doubts that what you have given falls short on quality or doesn’t really meet the expectations of the buyer, then it will make asking for payment a lot harder. Know your product and its worth and feel confident that what you have to offer is exactly what you have presented to your customer. If you do not see it as a good product or service, determine if it is one that you should be selling or if there is a change you can make to it to enhance the value. After you know that what you are selling is of value, keep the asking simple and direct. There is no need to resell what you have already sold, but a confident delivery and a sincere approach is what works best. Be clear that you have provided the service or product and that payment is now due.

Some businesses choose to email or mail invoices once a month with terms of 30 days. If this is your business model you might find that there are “slow pays” among your list of clients. The best way to handle a client who is currently overdue is to contact them and ask if they may have missed the invoice. Sometimes it is a mistake and you do not want to risk losing a client over a misunderstanding. However, if after a phone call or email you are still not receiving payment it is time to connect face to face with the business owner and explain that you need to be paid. Hopefully, this will resolve the situation, but if you still are not getting paid because they might not have the cash on hand try to offer a solution. Maybe they can pay by credit card or go on a payment plan or consider a bartering situation. The key is to not give-up on asking for the money. Be clear and calm and see yourself as being paid!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

First thing this morning, after attending a chamber of commerce networking event, I exercised my right to vote. There were a few other business owners who were heading to the polls at the same time and we joked about the importance of voting regardless of who you are voting for. So, does voting in local elections help your business? This marketing coach says YES!

Who would know if you chose to not vote? The first person to know is you. It could say that you either have not chosen a candidate, are unhappy with the choices, care little about the issues, are too busy to get to the polls or just forgot. Is that the message you want to send to yourself or to others who ask if you have voted? Would you feel confidence in doing business with a person who might have forgot to vote or didn’t find it important enough to make time for it? Does it build confidence or destroy their character? Maybe that sounds too harsh, but right now as business owners we can not afford to fall short in any area. Competition for business is fierce and we want to be the one who is chosen to get the contract or sale.

The second person who will know you did not vote is the elected officials. It is a public record whether or not you voted and as a business owner in a community that you live and work within, it is essential to get to the polls. You never know when your business will need to have the support of the mayor or someone within your district. This past year I had a local candidate stop by my home who knows that I own a local business. He complimented me on voting in all the past elections and I noticed that he had a list of my neighbors and who voted in the past and who didn’t. Important information in a close race, but for me it made me glad that I have always shown up at the polls and exercised my right to vote.

So, regardless of party politics or the candidates that you have to choose from, or if it is a presidential year or not, consider voting as good business! Be the person who shows up and pay attention to those who just do not make the time. And, whether or not your candidate “wins or loses”; you have taken a positive step as a business person in your community!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

Color? What does that have to do with business? Plenty! The color(s) you choose to help identify your business is as much of your brand as your logo and tagline. In fact, many people will make a judgment about your business in the first 60 seconds and that will be heavily influenced by the color you have used in your marketing material and website. Catching the consumer’s eye in the packaging of your product can often be the reason one brand is chosen over another on a store shelf.

So, how about a service business that doesn’t have a tangible product to put in a colorful package and sell in a store, do you really need to think about color? Yes! Having the right color or colors in your marketing material and your website can put you ahead of your competitors and leave a lasting positive impression on those you meet. Studies have shown that color increases brand recognition significantly and will increase the chance of people seeing and remembering you or your advertisement. How many times have you glanced at a newspaper or magazine and your eyes are drawn to the color ad on the page over the black and white one? Did you know that the color “red” is often used with fast food restaurants because they have determined that it can actually trigger the response of hunger? However, “red”, can also evoke a negative emotion since it is associated with anger, strength, and action items. If used too much the color could work against a business that is trying to have a calming effect like a Life Coaching Service.

Look closely at the colors you have chosen for your business. Are you memorable? Does the color go with the services you are offering? Ask a marketing consultant or a graphic artist for help in determining what the best color for your business branding is. My own color came from the name of my business Purple Diamond. I recognized that the history of the color purple, “a regal color that symbolizes great wealth”, was exactly what I wanted for a marketing coaching and advertising agency. I wanted my clients to feel like royalty and know that by working with me they would yield great wealth and have success. It is also a color that stands out and leaves a lasting impression and that is what great marketing is! So, what color have you used for your business? Do you need a color analysis or update?

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

Today, while I attended the North Shore Business Forum, I had the pleasure to listen to the success story of Tom Gould, owner of Treadwell’s World Famous Ice Cream in Peabody, MA. Since I love ice cream I knew of this company prior to hearing Tom speak, but his inspiring story of how he purchased the business in 2000 and worked with his family to continue the “Treadwell Tradition” of delicious ice cream, generous portion sizes, extraordinary service and a mission to give back to the community that created today’s topic for my Purple Diamond’s business and marketing blog. When you give to others, you receive!

As a business owner, you work long hours and you have very little time for outside activities and groups. Many businesses are approached weekly by local groups to financially help their cause by advertising in their booklet or being a sponsor for an event or just giving a donation. How do you know how much to give of your time and resources? Should you give? One of the keys to the success of Treadwell’s World Famous Ice Cream is that they believe in helping the youth in their community. Though Tom and his family all work long hours they make time to help the schools in the area and many non-profit organizations. They understand that when you give to others it comes back in so many positive ways.

So, what can your business offer to others? If you do not have the resources at this time to give money, could you help out physically in some way? I presently serve on 2 Board of Directors in my community and my way of giving to others is to jump in and actively help on fund raisers for the non-profits. I also help with getting new members and try to show up and pitch in on clean-up for many of the events. Volunteering locally not only helps the organization you are volunteering with, but it indirectly helps you and your business. People do recognize the ones who are there to help and when they can give back in some way by referring business to you or being a customer themselves, they often do. However, the idea of volunteering is not really about what you will receive in return. If this is the only reason you would help out a non-profit then you are better off not participating. The last thing your business needs is bad publicity that could come from you being a reluctant volunteer or someone who is looking to get something back for your time. Generosity must be genuine and from the heart. When you give to others or help their business or organization in some way without thought to what it will do for your business, you open the doors to people recognizing that you are a person of integrity and generosity… 2 characteristics that most people appreciate when they are choosing who to do business with. Take a page from Treadwell’s success story and recognize that offering a second scoop of kindness to help the people around you will make life sweeter for all of us.

All my best to your success!
~Charlene

“Success wears the Purple Diamond!”

Long before the invention of the GPS, I was a road warrior who worked with an office of men who hated to ask for directions. It never bothered me to ask for help, but when I traveled with one of the other reps and they refused to stop at a gas station to ask for directions I would be amazed. Smart, intelligent people who hated to admit they were lost or needed someone’s help, would prefer to be late for an important business meeting. Are you a business owner who is not afraid to ask for directions? Do you have a mentor for your business or a marketing or business coach? Today’s economy is challenging even the strongest of organizations so what can a small business do to make things better…ASK FOR HELP!

If you do not have the resources to hire your own marketing or business coach/consultant and you do not have any retired friends who worked in your industry and owned a business to oversee your business, contact SCORE. This non-profit organization helps to counsel to small businesses in United States. They have workshops and one on one counseling help and even on-line resources that can help your business. The key is that you find a support system and a Success Team for your business.

Asking for help from friends and family is also a way to help your business. The more people who know about your business and what you have to offer means that you are expanding possibilities for sales and getting a team in place to help you, the better your chances are for success. This is not a time for you to be shy. Thank the people who are your support system and find more people for your team. Recognize that with the internet that enlisting one person to help your business means that you have the potential to connect with approximately 200 or more contacts that they have in their life. You just never know who you will reach and what expertise they have that will benefit your business. This morning when I logged in to my Facebook page I noticed my daughter’s post telling people about my new Purple Diamond blog and asking her 200+ contacts to check it out and spread the word, this cost me nothing and I noticed a spike in traffic to my blog immediately. Do not discount the younger generation and the energy they have to offer your business. The more people who support your dream means that you will spend less time feeling lost along the journey of your new business!

So, I will take my own advice and ask anyone who is reading this blog today to post my Purple Diamond blog link on their Twitter and Facebook update and share my blog with others. And, if you know of a company who needs an affordable marketing coach or an advertising agency for a TV or radio campaign, please tell them about Purple Diamond.

All my best to your success!
~Charlene

“Success wears the Purple Diamond!”

With “super sized” meals and a trend of everything going up in size, it is no wonder that many business owners suffer from a sales appetite that far exceeds what their business can support. We live in the world of BIG, BIG, BIG. Every business wants to have the biggest piece of the pie when it comes to market share. However, much like the saying, “too much of anything is not good for you”, so is true when it comes to marketing your business.

Often one of the first questions I ask a new client is who are your customers? And, who will buy your products? This lets me know how badly they are suffering from trying to satisfy a BIG appetite. When they start to rattle off a long list that doesn’t have any real geographic or demographic segment and pretty much describes the world, I know that they made the right call by hiring Purple Diamond. I am excited that they are visionaries, but it is my job to make sure that their vision works with the marketing budget and the size of the sales force that they presently have. If they are a sole proprietor and wear all the hats in their business I know that they cannot possibly handle a market that large. To be effective in marketing and sales it requires determining what your target or niche market is. Look realistically at 3 segments to help determine your target: geographic, demographics [age & income], and psychographic variables [any attributes relating to personality, lifestyles, interests, etc.]. When you have narrowed your market you can save on the cost to promote your product or service, the expense to distribute the product or service, and make it easier to cover your sales territory effectively with a smaller sales force. This saves you money and offers the opportunity to use language in your marketing material that will reach that targeted group and increase sales with a more directed approach. Advertising requires getting your message heard and understood. Can you imagine having a $5000 holiday advertising budget for the month of December and trying to do a TV campaign for the entire United States? It is a waste and it will not work. However, you could easily have a significant impact by advertising by zones in Cable TV where you can segment by networks like Lifetime or HGTV that are geared towards certain demographics and psychographic variables. And, you could increase the number of airings of those commercials during your scheduled contract by buying one geographic zone or multi-zones depending on what the cost per commercial spot is. If you are a local restaurant or a store and the majority of people who visit your location live in a 5 to 10 mile radius, why should you pay for areas that just do not make sense for your ad campaign?

So, maybe it is time to put your market plan on a diet! Take the time to analyze who your current list. Note where they are from, their age, sex, what their income level is and if you know anything about their lifestyles [ex. Do they like to garden or play sports?]. Get as much detailed information and then review where you are spending your advertising budget, what the message is saying and if you are closing record sales with what you are currently doing. Time spent developing a strategy before you launch your advertising and sales campaign will never be wasted. Find your target and aim and enjoy the benefits of getting your marketing plan in shape!

All my best to your success!
~Charlene

“Success wears the Purple Diamond!”

Negative advertising or selling your products or services by putting the competition down is one marketing strategy that has been used successfully by political candidates and by some of the larger companies like Apple and Microsoft. Though this technique has certainly received attention in the political arena and on some TV commercials, is it the best way to sell for a small business? Most top sales people will share that a direct attack on a competitor’s product is not nearly effective as focusing on why your own product is unique and what the potential client needs. Promoting what you have to offer, pointing out the benefits to your product, as opposed to slamming what your competitor offers will carry you further in business.

Think of the last time you were in a situation when someone was talking badly about someone else? How did it make you feel? What if you knew the other person that was being talked poorly about and it was someone you like? You may have spoken up or chose to remain silent, but after they left did you wonder who else that person speaks poorly about and if they would ever slam you? Slamming your competitor when on a sales call can work the same way. Whether it is based on facts or falsely perceived facts, it still makes people feel uncomfortable and that can turn against you. Taking the high road and choosing to speak only to your own strengths supports that you are confident with your product offering and not selling out of fear. Even when I am asked by a potential client to tell them why I am better than a competitor I select my words carefully and speak from my strengths and not someone else’s weaknesses.

There will always be a percentage of sales people who use negative selling to close a deal, just like there will always be negative ad campaigns during political races. However, if you are a small business selling locally it will serve you better if you focus on what your own strengths are and not a competitor’s weakness. Be confident in what you have to offer a potential client and try not to let fear take over your sales pitch. Happy selling!

All my best to your success!
~Charlene

“Success wears the Purple Diamond!”

I was working in TV advertising when companies were first being approached about having a website. The company I was working for in the Boston area had asked us to sell websites to our TV clients and then someone in California would create them. It sounded easy, but that was my first introduction to the importance of knowing your web designer. We learned quickly that a site could hurt our client’s business. What our company didn’t understand that when you work with web designers who you do not know you are not sure if they can deliver what you are asking. The team that we were working with back then would have failed a first grade spelling test. This was before spell check, but when they couldn’t spell the simplest words and they continued to make error after error our own reputations as account executives were taking a hit.

The internet continued, spell check was added, and eventually websites were widely accepted as part of an advertising portfolio for every business. As a marketing coach and an advertising agency it is my job to look closely at what my clients currently have for a website. The first thing I determine is what the purpose of the site is and is it meeting their expectations. I check to see if it was designed for search engine optimization and if it actually comes up on searches. Then I give it a user friendly test. Would an average person be able to use your site with ease? Can they see your phone number and contact info quickly? Does it have so much word content that it loses me within a few seconds? Is it visually pleasing? Do I get what your brand is when I am on your site? Have you even determined that brand? Do you need to do some tweaking or a major overhaul to your site? Since I am someone who is very careful with spending a client’s money, I look to see if there is a work around so that we can use what they have and have it still work for them. However, if you are considering a new website design make sure that it is user friendly with buttons both on the side or top. Have your phone number on every page. Try to make it visually pleasing. Less words and more color and pictures, and be sure it actually serves the purpose for your business and sends the message you are wishing to send.

Review the spelling. My husband created my website after I wrote the content and told him what I wanted for the layout. The purpose of my site was for a glorified business card so when I approached a company for advertising I wouldn’t lose them with a site that didn’t look professional. I wasn’t looking for calls from my site since I do not have a large staff to handle volume. However, I still wanted people to be able to reach me so my phone and contact is only on the contact page. Though I had the site spell checked and reviewed by 3 people before it was launched, I didn’t anticipate a technical problem with using flash on my site with the diamond that moves. My husband who created the site with me had re-typed the word “advertising” on the home page where it says “advertising, marketing, sales”. No one caught the spelling error and since we already had used spell check we didn’t catch it when we did some changes. The site was up for months with no one mentioning the error. It was the Superintendent of the Beverly Schools, Dr. Hayes, who met me at a chamber event and went back to his office and read my entire site and found the one spelling error. Yes, I was embarrassed, but pleased that he had taken the time to review my site and help my business by sharing that there was a spelling error.

Your site may not be losing you money, but if I need to search for your contact info or phone number or it is too wordy and I hate to read….you may not get my business. Be sure your site is easy to use and clearly helps to build your brand. If you have a tagline and colors that you have been using on marketing materials pull this all together on your website. Add your picture and info about you. People relate to people. That is why TV commercials years ago shifted to using the owners of companies as their spokesmen. And, do not launch a site without being happy with it. There are so many talented web designers to use at affordable rates that making the call for help with your site is probably the best advice I can give you.

All my best to your success!

Charlene

“Success wears the Purple Diamond!”

A few months ago, I was asked to be on an Entrepreneur Panel to discuss what a person needs to know BEFORE they jump in to the waters of owning their own business. So, I created my own survival kit list and I am posting it here to help those of you who are thinking about being an entrepreneur to gain the tools they need to succeed. [Please feel free to post your own thoughts about what is needed!]

1.) PASSION for a Product or Service to offer.
[I have always enjoyed helping people sell their products. From the time I was 5 years old and I knew my Dad sold business forms, I would ask business owners if they needed my Dad to design a form for their business. I really loved to help people be successful. So, my passion for advertising and being a marketing coach is part of the fiber of who I am. It is not something I have to “think” about. It is who I am. When you love a product or a service to a point where you would make the product or offer your service even if you never were paid, then odds are that you will happily work the hours you need to make your new business a success!]

2.) Family and Friends who are willing to support you.
[This is key...there will be days when you need both cheerleaders and people who are willing to fund your dream while you are building the business. You need all the support you can get! Keep in mind, though, there is a certain number of close family and friends who might not wish to see you succeed. Maybe they are struggling in their own life and seeing you happy and successful just is too difficult. Be patient and do not take this personally. Often these same people will one day be your strongest supporters. Try to surround yourself with the positive influences and support and ask your team for help!]

3.) MONEY.
[The amount of cash depends on your own business model and what type of lifestyle you were accustomed to living BEFORE you start your business. Be prepared to have no paycheck for the first couple of years. This time can vary depending on what type of business you start, but you need to be prepared to have other resources while you build your business. Right now businesses are having more success with local bank loans than the larger institutions. Contacting a financial consultant or a business lawyer will help you to determine other avenues to fund your business venture. Should you use your own investments? Is this the right solution for you? Ask the experts, but realize that you do not make a profit right away so you need to have a plan and then work your plan.]

4.) An Understanding of your Strengths and Weaknesses.
[It is important to be honest to yourself in what you can and can't do well. Unsure if you should have a DBA, LLC, or be incorporated?...consult a business attorney. If you are disorganized and not good with numbers consider a bookkeeper service or an accountant. If you have a niche product that needs to get out quickly in the market consult a marketing coach or advertising agency. And, if you really hate sales and know that this is your weakness and it is a key part for your business, don't delay....hire a sales person or staff. Spend your time and energy on what you do best and hire your weaknesses. ]

5.) Have THICK skin and a great smile. Determination!
[If you are the type of person who is hurt easily when someone says "no" to you or you have very little experience with getting back up after falling several times....owning your own business might not be for you. The road to Entrepreneurship is not paved with gold. Pot holes, quicksand, deadly snakes litter the way until you build a strong bridge to travel on. Be prepared to find out some of the people in your life can't handle you succeeding so they do not reach out to help or tell others about your great company. This road is YOURS. Be thankful for the good days and people who are there for you and understand that tomorrow is never guaranteed. Be determined no matter who or what gets in the way!]

6.) Ability to Self-Motivate and Great Work Habits.
[Having determination is key, but if you are someone who is slow to get up in the morning and you are relaxed with getting back to people who call and you are not too organized.....this might not be for you. ]

7.) A Partner Who BELIEVES!
[If you plan to have a partner in your business you must be sure that they are 110% in. There is nothing worse than having someone who sabotages your dream daily with their negativity. And, for those who are married or in a committed relationship and have a significant other who may not work in the business.....know that THIS is your partner in business, too. These people are KEY to your success. If you go home in the evening and listen to their doubts and fears it is as bad as having a partner at work that is negative. And, if you have been blessed with a GREAT partner like I have....be sure to tell them daily that you are thankful for their support and faith in you and your dream! ]

Today I was the guest speaker for my local chamber, but I have spoken at many business events and I am scheduled to speak at a few more this year. Why do I speak? Beyond getting a chance to help out many of the local business networking groups and chambers, I “speak up” to “stand out”. The quickest way to be known as a recognized expert in your field is to be a guest speaker at an event, club or non-profit organization where potential clients will attend.

Always choose a subject that relates to your business, but is a niche topic that you can be well versed on. Confidence comes when you are comfortable with the topic so if the topic is too broad you might find that you are not as well prepared. Speak from the heart and from experience and remember who your audience is and speak directly to them. No matter what your field is there are opportunities to speak that you might not have ever considered. Last year I attended a local event on social networking and using LINKEDIN. The speaker about Linkedin was Dave West, owner of Meadowview Construction. Dave had used social networking to enhance his business in home construction and green home building long before most of us had even set-up profiles on these free sites. Dave saw an opportunity to help his business by being known as the Social Networking / Linkedin Expert who could speak about his own company’s success with this on-line networking resource. His warm personality and genuine excitement about how he was able to connect with people on Linkedin was contagious. By the time he finished his talk about Linkedin, there wasn’t one person in the room that didn’t appreciate Dave’s help and learned more about this Georgetown based Construction Company.

So, as you are trying to increase sales and get known in your industry, consider the power of “speaking up”. If you are shy about speaking you can take a class at a local college, join a local Toastmasters Group, or practice your speech on small groups until you build up your confidence. Keep to a simple topic that you know well and then reach out to local groups and tell them you are doing speaking engagements and ask if they need speakers. Though often you are not paid for some speaking opportunities, I promise it will get you noticed and potentially more business.

All my best to your success!

Charlene

“Success wears the Purple Diamond!”