Purple Diamond Marketing Blog

As I am getting in the spirit of hosting my daughter’s wedding which has a Disney Theme, I found some great quotes from Walt Disney which inspired me to write this blog post about having a mouse for your business.  What is the “mouse” and why do you need it today more than ever? The “mouse”  is the symbol that frees you of worry and allows you to use your energy towards being creative and growing your business at a time that might not be ideal.  Walt Disney explains how he used the mouse when he said:

“Mickey Mouse is, to me, a symbol of independence. He was a means to an end. He popped out of my mind onto a drawing pad . . . on a train ride from Manhattan to Hollywood at a time when business fortunes of my brother Roy and myself were at lowest ebb and disaster seemed right around the corner. Born of necessity, the little fellow literally freed us of immediate worry. He provided the means for expanding our organization . . . and for extending the medium of cartoon animation toward new entertainment levels. He spelled production liberation for us.”

So, as you continue to work your business day to day and are faced with many challenges because of the economic climate, how do you put your fear and worries aside to keep your mind focused on new ideas and services that will help your business stand out from others? Do you have a symbol like Walt’s mouse in your company that lifts your mood and keeps you free of the day to day stress?  Something that is fun or has a positive meaning to you that keeps you smiling is a good “mouse”.  My company’s “mouse” is a purple diamond paperweight that has our tagline, “Success wears the Purple Diamond!” engraved on it.  I have one on my desk and I share the purple diamonds with all my clients so that they have a symbol to focus on that will lift them up and remind them that they are moving in the direction of success.

So, if you have not found your business “mouse” and you are bogged down with the worries of your business, consider going to the store and finding something that makes you laugh and connects with your business in a positive way.  Place that object where you and your staff can see it and focus on it when you start to get distracted from your business due to worry.  Then, pick-up the phone and call a client or a prospect or have a creative team meeting with your staff and continue on your way to success!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

As January is hitting high gear for many business owners who are getting a jump start on closing sales for 2010, it is important to remind people that even busy people continue to network both in person and on-line.  This is one of the main reasons their business is so busy and successful, they understand that when you stop networking and connecting with others you stunt the growth of your business.  Think of it this way, if you were dating a person consistently for several months and then you did not hear from that person for the rest of the year, would you jump at a chance for another date with them? Maybe if you were desperate, but most of us would not feel as close to the person who dropped out of sight and would have moved on to connecting with new people.  These new people could be your competitors and that means you are losing potential business!

With the internet it is easy to connect with people on Facebook, Linkedin and Twitter and not need to leave your office.  However, I strongly recommend doing both face to face networking and on-line.  Schedule networking events in your agenda early in the month so that you make it a priority in your business and you do not miss out on opportunities to connect with the business groups in the area.  If you are someone who is shy and hates to network, serve on a committee or be part of a planning group for a local event that will have you connecting with other business owners or people who are potential clients.

If you are currently using the on-line social networking sites and you do not have many friends, fans or contacts, look for groups on the sites to join so that you increase the odds of connecting with more people.  If you are someone who is very private and uncomfortable with allowing everyone to see your profile you can choose to use the options that most of the sites now have for keeping parts of your profile hidden.

Finally, if you have not upgraded your cell phone in years you might wish to consider a trip to the store to see what great technological tools are available to keep you connected wherever you go.  A few extra dollars spent to upgrade your phone to a smart-phone will let you get out of the office more and out where potential customers might be.  Think smart and use your time effectively so that networking is part of your “to-do” list and success will follow!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!

The talk these days with many business owners is on-line social networking and having a company blog.  This is great if you love to write and you have time on your hands, but what does a small business owner do if they really struggle with writing?  One solution is to choose a blog that will feature pictures.  The focus shifts to conveying a visual message and not a verbal one.  I still recommend some written content, but finding words to describe a picture and telling a story or sharing an idea is so much easier when you have a focus for your blog post from a great picture. Another option is to ask for input from other sources on-line.  Today, I was actually quoted in another blog, The Toilet Paper Entrepreneur,  for my input on why Entrepreneurs fail. The blogger posted a question and asked for input to create his article and in exchange he offered an active link to the contributor’s website and blog. It is a win win for everyone.  You would be amazed at how generous people can be with offering answers to questions via Linkedin and several other on-line social networking sites. The site I found the above blog information request was on PitchRate.com . A third way to have a blog even if you hate to write is to hire a ‘ghost writer’ for your blog.  There are many talented writers who are looking for extra income who are willing to take a simple outline about a subject and create an interesting blog post for your business.  Since many writers have worked as journalist they are skilled in knowing how to ask questions so that what they are writing is both informative and interesting to read.  Where do you find a “Ghost Writer”? Many marketing consultants have numerous contacts in this area, but you could also contact a local newspaper or even inquire at a nearby college about students who are studying journalism or majoring in communications.  So, if you hate to write, but want to blog…consider being creative and coming up with a way to make this happen!

[note: my blog is not written by a Ghost Writer, but I have written a few blog posts for clients who needed help. ]

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

When I first got in to selling TV advertising campaigns I was surprised at how many business owners would want to buy the TV networks that they enjoyed watching without much thought of who their target market was and if the network they liked appealed to who they needed to reach.  Emotions verses logic is not the best way to buy advertising.  Though the sales rep might be a nice person or the magazine, newspaper or radio station is one that you really like, you need to determine if there will be a reasonable return on investment for the ads you place. This is when having your own advertising agency or marketing consultant can save you time and money and get you better results.  An agency does not benefit by you choosing one radio station or one TV network over another. Their job is to get your company the best results within the budget you give them and if they do a poor job they will no longer have you as a client.

Unfortunately, many business owners wear too many hats and do not take the time to find the marketing help they need.  The calls from all the community groups to buy ad space in program books and school calendars, sponsors for chamber events and the local newspaper reps or phone directory account executive appeal to their “emotions” and they find that they have taken a chunk of their advertising budget without much thought other than it is what they did the year before.  Every day I meet business owners who have good hearts and struggle with saying “no” when they are solicited to buy sales reps.  However, when I share with them what the sum of all their spending would have gotten them with a more directed advertising campaign placed in the correct media they realize that buying advertising with emotion really can give poor results.

Look closely at where you are advertising your business and why you are making those choices.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

This weekend I was emailed my daily inspirational quote from a good friend and past client, Jace Carlton, of CHANGE YOUR STARS! Jace has a passion for helping to inspire people to greatness and I think this quote says it all:

DREAMS

One person says,

“There’s no way I’ll ever be able to achieve

my dreams.”

Another person says, “I’ll do whatever it takes to make my dreams

come true.”

Both will be right.

Which one are you?

by Jace Carlton

Choosing to have success this year in business is as important to your marketing strategy as coming up with creative ideas.  A positive attitude and a belief in your goals is essential to any campaign and to the success of your company.  If you are starting 2010 off feeling like you are still “hung-over” from 2009 and you don’t “feel” like you have a clear direction, then you need to stop what you are doing and re-commit to your business and your dreams! You do not need to be a marketing guru since you can hire help in that area, but without the belief in yourself and the direction you want to go, you will never get anywhere.

I am told daily by clients and other business professionals that I meet that I am filled with energy, ideas and positive thinking.  YES….because I know where I am going and how I will get there.  If you need help with marketing please reach out to the professionals in your area or contact Purple Diamond. And, be sure to check out sites like CHANGE YOUR STARS that have a way to motivate and inspire and keep you focused on your dreams.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

This morning as I attended the annual Kick-Off Breakfast for the North Shore Business Forum I was engaged in a conversation about having realistic expectations for our marketing efforts.  We all want to have HUGE success. Who wouldn’t love to join a business networking group and walk away with a client on the first day you attended a meeting? Or, how about getting mentioned  in the paper and having your phone ring instantly with a paying account! Chances are this is not really going to happen for the majority of us.  Networking either on-line through Twitter, Facebook, Linkedin  or at a local chamber event or business networking group requires consistent effort and time.  Creating a profile on-line and then not going back to the site for weeks or months is not actively working the on-line market.  Though these sites are FREE, they do require you to spend a percent of time each day and week to keep your content fresh and to reach out to those you are adding as followers or friends.  The same is true for face to face networking groups… you must allow relationships to build before you secure paying clients. And, you have to have “realistic expectations”!  Unless you are ready to invest  in an  advertising campaign that uses several forms of media to reach your target market and have a serious budget to accomplish your goals, you will not get a big boost in sales in a short time from on-line social networking, one press release in the paper or attending one or two chamber events.  The best advice I have for anyone who is out there daily trying to get more business with a limited budget is to have patience with the process and to not give up.  It may feel like posting on Linkedin,  Twitter or Facebook  or creating blog posts is not worth the effort, but that is where people are going right now.   So unless your clients are not human, your business New Year’s resolution is to be realistic in your expectations and to recognize the various forms of networking and relationship building that are part of cyberland and make it as part of your “To Do” list for 2010.  It will not be the huge money maker you want for this week….that requires some traditional advertising like Radio, TV, etc in a blitz campaign ….but it will start to build your brand recognition  and increase sales in the long run.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

Today is my daughter’s 22nd birthday and so I decided to write my marketing blog about birthdays and how wishing a client a “happy birthday” can elevate your status from their vendor to a friend! Why does it matter? Relationship building and connecting on a more personal level has always improved retention of customers.  Why do you think there are so many business people who learn to play golf or they socialize with clients outside of work? Making a strong connection helps to keep competitors from stealing your accounts.  Why birthdays? Well, there is nothing nicer than to have someone remember your birthday and if you have jumped on board with Facebook or other on-line social networking sites or have a great data-base program that includes your clients’ birthdays, you can easily send them a quick message wishing them to have a great day.  And, if you have more time on your hand, there is nothing better than getting a birthday card in the mail. Last year one of my new marketing coaching clients surprised me with a personal card that was made just for me for my birthday. Yes, she made a great impression and a real friend who will actually drop other projects and get her’s done first. LOL  Probably should not have admitted that, but I am an honest person and I like to help others understand the importance of making a positive and lasting impression.

So, as I wish my daughter, Nicole, a Happy 22nd Birthday….I remind my readers that it doesn’t take much to connect on a more personal level and it will bring you more business and a higher retention rate of customers.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

When was the last time you walked in to a gift shop or jewelry store and there were no price tags on any of the items?  Did you ask the store clerk for help or did you make the assumption that if you had to ask the price you just might not be able to afford the product and walked out? The decision to post prices is up to the owner, but this marketing coach highly recommends posting your prices when you know for sure that your prices are very competitive or the best around.  Most consumers are in a hurry and even if they have the time to shop they will tell you that they like to know what the price is before they decide to buy.  However, if you have a high ticketed price and you have a sales clerk who is able to close difficult sales then leaving the price tag off and allowing your clerk the opportunity to engage with the shopper is a better strategy.

Also, if you find that certain items in your store are not being sold as frequently as others you might wish to “bundle” them with other items that are more popular.  A local gift shop merchant used this strategy when creating holiday gift baskets for last minute shoppers.  She looked around her store and saw the items that were collecting dust and put them in attractive baskets with some of the quick sale items that everyone commonly buys.  She didn’t mark-up the cost for the basket or bow or her time for assembling the holiday gift arrangement, but was thrilled to have shoppers buy the baskets for the regular price of all the items in the gift basket arrangement.    She used a clever way of “bundling” items to get the end result she needed.  Even if you are a service provider, consider ways that you can add value and increase sales by offering several of your services for one flat price. This is a great way to get a running start for higher sales in 2010!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

The first Monday of the New Year is one of those days that can either be the jump you need to kick the year off for your business in a positive way or it can be one that has you feeling tired or overwhelmed.  Hopefully, other than feeling sore from shoveling snow all weekend, you are energized and ready to start 2010 with a strong start.  As a marketing coach I like to ask my clients if they have made a list of realistic goals for the NEW year. Your list can be as long as you choose, but my suggestion is that the length of the list is one that stretches your business to attain the growth you are looking for, but is not so long that you will feel lost before you even have a chance to get started. Once you have your list be sure to consider the selling cycle of your business, how holidays and special sales affect your work flow,  and then assign a goal completion end date for each task on your list.  If your office has open wall space, create a bulletin board that shows the list by month or quarter so that you are always focused on what goals you have set for your business.  The key is to keep everything in your visual path so that you do not fall victim to “out of site out of mind” bad habits.

If you have a high goal for your company’s sales as one item on the list, it is really important that you concentrate on having half your annual sales completed in the first quarter of 2010.  For instance, if you have annual clients for services that you render and it requires signed contracts each year be sure to secure these before the end of March. Do not delay. Keep your energy high and your positive attitude strong.  Motivating in the New Year from day one is key for higher sales and the success you want.

Don’t forget your team!  Motivation for all the key players who help your business is important for achieving the success you desire for 2010.  Have a kick-off meeting for your employees and share some of the key goals with them and ask for feedback.  If your budget allows, think of creative ways to motivate your team with incentive based earnings or bonus money so that when your business completes the quarterly goals everyone wins!

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”

As a small child the word I probably heard the most was “no”, but as an adult I am hooked on the word “yes”.  “Yes” opens the door to possibilities that lead to opportunities that brings us to more success in both our life and our business.  Sounds simple, but the majority of people today have been raised on the word “no” from their childhood and “no” is an ending to dreams.  And, for people who like their life to be in order, the word “no” is easier than ‘yes”, because it doesn’t challenge us.  Once you get the no you are all done and you can then go home and give up.

If you are the owner of your business or an employee who wants more out of life, you must put down the fear of success and embrace it.  Take “no” out of the equation and look for solutions so that when you are asked to do the impossible, you answer YES!  Growing as a business requires being “bold” and “brave” and the willingness to try new things when the old is no longer working as you wish it would.  Right now there are probably several small business owners who are reading this and thinking that they just do not have the staff to handle taking on new things or larger projects, but that is “no’ thinking.  Stuck in the fear of failure will keep you from ever succeeding.  Embrace the “yes” and consider your options for taking on a part-time person or temporary help or maybe going to the local colleges and asking for an intern that is studying in the field you are working in.  Look to your family and friends and see if they can offer help to your business. Consider the network of other businesses in the area that might be a partner to your new idea or bigger client.  Look beyond yourself and recognize that when you say “yes” you are breaking through your past fears and on to an exciting new venture that is filled with possibilities.

Purple Diamond is in the business of helping business owners say “yes”.   Your marketing plan and your advertising campaigns will never succeed unless you embrace the “yes” language and see that it opens more doors and helps to increase sales.  Make 2010 the year you bury the word “no” and jump at the opportunity to say “YES”.

All my best to your success!

~Charlene

“Success wears the Purple Diamond!”