Tag: marketing

Cash flow, creativity, and compassion are not mutually exclusive™

When you shouldn’t give 100%

Posted on by Red Slice

We’re taught that practice makes perfect. Cleanliness is next to godliness. Give 110%.

I was a straight A student in high-school. I remember being devastated when I got my first B ever (Geometry) and I was brought to tears in college when I got the first C of my life (Microeconomics). Even when I got an A minus, I was a bit miffed. I’m not sure what I thought: did I really think anything less than an A-plus was a complete and utter failure on my part? Did I think it meant I hadn’t mastered or learned the content?

Math was especially challenging for me. I was more of a vocabulary and English gal. But I was good at memorization so many of my math classes were about nailing down the formula and replicating it – even if I didn’t understand the theory or reasoning behind it. Not the best way to learn, is it?

Sometimes that goal of perfection – of the A-plus – can hurt us. If we are such perfectionists, we may never get our newsletters out each month, or write that novel, or take a chance on that new business pitch. We may never launch that website. Waiting for perfection is an impossible task, since perfection is never possible. And that means you’ll spend your life and career planning to do things rather than making them happen.

There is a reason software companies release new versions every year. Version 1.0 is never going to be as good as 5.0 or even 10.0. They roll out something that is mostly complete, learn from their mistakes, and gather feedback, tweak and refine. Rinse. Repeat. If companies had not failed when trying to introduce tablets in the past, the iPad may never have been so successful now. If that first brick of a cell phone had never seen the market until it was “perfect”, we’d never have had generations of phones leading up the sleek, small, powerful smart phones of today.

Seth Godin always talks about the importance of shipping. Strategy and planning is vital, don’t get me wrong. But at some point, you have to tell the inner perfectionist to shut the hell up and ship your product, launch your website, open your shop or start your consulting practice.

You’ll learn. You’ll get feedback. And you’ll evolve. Recently, I spoke at the New York Times Small Business Summit on a panel called Evolve Your Brand. We spoke about the fact that, while a brand should stay true to its core values and mission, it can and should evolve. The world changes too fast for you to ever keep up with some mythical perfection standard built on shifting sands. It changes by the second.

So are you going to wait and wait and wait for 100% perfection before you do anything – and be the best-intentioned business or person who never accomplished a thing? Or are you going to put in the strategy work, get to a solid 80% and push those efforts out the door so you can keep on going, keep on improving and keep on innovating?

Doers DO. It really is that simple.

If you want to stop spinning your wheels and make your brand irresistible, ensure your messaging is clear and attract more clients or customers, then stop the excuses of being too busy and get into shape at my next Branding Bootcamp!

Cash flow, creativity, and compassion are not mutually exclusive™

If you want less heartburn when trying to attract new customers…

Posted on by Red Slice

Here are the most common marketing challenges I’ve heard when clients call me….

“I spent $5,000 at a booth at this event and I got diddly squat for it.”

“I know there are people who need my product or service but they can’t seem to find me.”

 “People don’t really understand what I do. They end up asking me if I know anyone who offers the exact same thing I do. And I’m like, ‘Hello?! I’m RIGHT HERE!”

“Prospects don’t understand why we’re better than our competitors.”

“I get lots of website visitors but not many of them turn into sales.”

“I struggle with articulating exactly what value I can provide for people.”

“What the *$#@! are we supposed to say on our blog/Twitter/Facebook/Pinterest?

 “I get lots of calls but they are always from people who can’t afford my services.”

” We used to do x and now we do y, but people still associate us with our old brand.”

“I’m just launching a business/project/non-profit and don’t even have a website yet. I’ll work on the brand after I get things going.”

“I already have a business/project/non-profit but it seems to be stuck in neutral.”

Sound familiar?

I’ve talked about this in various forums as a marketing speaker and in media such as MSNBC and Entrepreneur Magazine. The solution to many of these challenges is a simple two word phrase that is easier said than executed:

BRAND CLARITY

See, you can’t build a strong house without a good foundation, you have to crawl before you can walk…insert your fave saying here. Point is, there are two scenarios in which the headache plays itself out:

  1. You already launched your business in scrappy, guerilla, entrepreneurially-action focused fashion and while you got everything going, it’s time to take a step back and clarify your brand story so you can “clean up” what you’ve got out there and make it work better together.
  2. You have not yet launched your business idea, but are going to spend time and money on a website, or social media, or marketing programs without a clear strategy or story to make those investments perform and pay off for you.

If you are in either camp, I am passionate about helping you save misery, money….and migraines.

Please stop the hamster wheel of random execution that gets you no results except making vendors and agencies oodles of cash that you’ll then spend all over again when you need to undo everything. This is not hyperbole. I’ve seen it. It makes me angry. Very angry. I feel like Braveheart or something, trying to rally everyone into taking back their freedom.

I’m unveiling a brand new 4-week virtual course to help you stop this cycle, focus your efforts, and build a solid foundation that will ultimately make your marketing – and life – so much easier and more effective to boot. I’m here to guide you step by step into the bliss of brand clarity.

I invite you to consider the Red Slice Virtual Branding Bootcamp. Four weeks of resources, content, exercises, tough love and guidance on your brand and your message. This is not a DVD set you’ll never play. It’s roll up your sleeves, personal guided time with me for a fun, insightful and informative journey via phone and online so you can stay focused from the comfort of your desk/beachhouse/bed/igloo – I’m committed to making sure you source and shine your story the right way from the start – or clarify the one that’s not working for you.

Early bird rate is in effect until Friday, June 15 (that’s tomorrow). Spots are limited to 8 so I can offer custom feedback and guidance – and some are already gone. I would love to help your business boom so check out the detailed agenda and bonus goodies you get and then take action.  Yes, sessions will be recorded if you have to miss one.

Please register today. I’m so not about sleazy sales pitches or infomercially crap that gets your business nowhere. This is real, juicy, practical content. I’m committed to you. I’m ready for you to shine brightly. Now the bigger question: Are you?

Cash flow, creativity, and compassion are not mutually exclusive™

How to (really) rock your brand with social media

Posted on by Red Slice

Social media is now a core part of most any business marketing strategy. But it can get overwhelming. Red Slice partner Joy Moxley of YoDog Media helps clients incorporate social media and design into their business marketing strategy. She’s here to give you some tips and ideas about how to use social media most effectively– and she gives us her take on Pinterest for business brands. Her company’s mission is to “enhance and inject creativity, static and socially, into your business and life.”

Yeah, I want me some of that.

RS: Howdy, Joy! What do social media rockstars do that mere mortals do not?

JM: Here are some powerful tips if you want to rock:

  • Always try to one-up yourself! Stay active in the regular platforms but push your way into the new social “rooms” so you are always in the know.
  • Staying active within your social community, on and off the computer.
  • KISS it hello! “Keep It Simple Stupid” and use a third party social media publisher such as Hootsuite, Buffer, Seesmic, etc…to publish and analyze your content.
  • Have confidence and humility. It’s a great mix that will get you far. People love real people. Machines rust, but real people shine all the time. Tweet this!

RS: Sounds like if I could manage all of that, I’d be rocking, too! Now let’s get down and dirty. What 3 social media mistakes should business owners avoid?

JM: Don’t just make a page in Facebook, Flickr, Pinterest or Twitter, thinking people are going to just find you. You have to find and establish your customers first and then let the word of mouth flow in along with your marketing strategy. Tell people where to find you online and make sure to engage.

Secondly, avoid getting angry with unpleasant followers. There might be a good reason they aren’t satisfied and they might just like to pick fights. But whatever the reason, keep your cool and comment back to them in a professional manner. If that doesn’t work, take it off line.

Third, don’t skip good design for your online image. Again, social media is an important tool in your marketing toolbox. Consistency is key and you want your brand to look as fresh online as it does on your printed business collateral. Hire a pro.

And here’s a bonus one for you guys: Make sure to keep up to date with your page statistics and geotrack your followers. You need to understand who is viewing your page. (Tweet this!) Tools such as Facebook Insights will help guide you down that path. Our company helps clients with this all the time.

RS: Wise words. What are some ways people should integrate Twitter and Facebook for their social media campaigns?

JM Most if not all social media platforms are free. Use them to post about sales, contests / sweepstakes (make sure you know the difference) and get-togethers you might be having. More people will see these opportunities than if you were to just take out an ad in the newspaper.

Get “your people” involved. Ask your community to share photos or video of how they use your product, or simply how they are enjoying their day. Everyone loves to share and your business page can provide them with another outlet to show off their fun photos.

Use Twitter to start a scavenger hunt. Twitter is a fast paced medium and people want instant gratification. What better way than to send them off on a little scavenger hunt with new clues every 5 minutes or so?

Facebook is a great way to have company coupons listed for your new and current customers. It’s also a great way to keep them coming back to your page to see what’s new and grab that monthly coupon. Less than 1% of people, after liking a page, revisit. Keep them coming back with engaging dialogue and…freebies.

And don’t forget bragging rights! Let people know why you are the best and that you LOVE your customers. The stated love for “your people” will travel far. Especially if they aren’t at your place of business every day, they will see your online presence and be reminded of how awesome you are.

RS:  What are your thoughts on Pinterest for business brands?

JM: Pinterest has become the place to go to “Pin” your projects, favorite fashion statements, photos, recipes and more. It’s a platform for regular people and companies to show off their lifestyles and spark ideas and creativity in those viewing your pins.

Business brands can use this to their advantage by having a board for their new or featured products, but also what they love at the moment and even what organizations they support. This is a great way to show that you are a real company run by real people with personality. (Tweet this!) Post what people are eating during lunch,  favorite places employees have traveled or funky organization ideas your employees or you, the owner, have come up with in your down time outside of the office.

As with any new social media site, there will be ups and downs with how the site is run and how people use it to their advantage. I think it will get people excited about other photo sharing sites like Flickr and Instagram and allow people to choose to see all of your creativity and ambition in one area rather than flooding their Facebook timelines with photos.

Follow Joy @yodogmedia or Like YoDogMedia on Facebook.

What is one specific idea or success story you’ve had with social media promotion for your business? Are you using Pinterest? Please share in the Comments!

Cash flow, creativity, and compassion are not mutually exclusive™

The Five Must-Have Website Elements, No Matter What You’re Offering

Posted on by Red Slice

Guest post by Seth Leonard who trains and mentors people who want to build dynamic, successful websites. Right now on his blog he is offering the free guide, Seven Hidden Laws to Building a Dynamic Website.

There are very few universals in the world of websites. In fact, I often preach the value of finding strategies and solutions that fit your specific website purpose, rather than using cookie-cutter formulas that are often irrelevant to what you’re trying to accomplish.

However, there are a few things, no matter what, that your website absolutely must have. I’ve put together the following list of five key elements you should be sure to include with your site:

#1: A Place To Start

This is usually your homepage, but it’s so much more than the first page that someone lands on when they come to your site. Your place to start needs to let people know, quickly and easily, what your site is about.

What are you offering and why should they stay?

Far too often, especially with blog sites, the dominant element of the homepage is the most recent blog post. Well, what if your most recent blog post was slightly off-topic (perhaps a rant about spending Thanksgiving with your family)?

While I encourage you to stay on topic with everything you write, it’s impossible that every post you produce is going to sum up the mission of your website.

Providing this information doesn’t need to be over the top and take up half your homepage. Sometimes it’s a well written tag line that appears at the top of your website. Sometimes it’s a couple sentences that say who you are and what you do.

It can even be a pitch for something you’re selling or something that you want your visitors to do when they’re at your site. For example: “Learn how to write the book hidden inside of you. Click here.” That call to action also lets your audience know what they can expect throughout your website.

Just make it obvious.

Let them know what to expect. And get them excited about it.

If you don’t want to devote a lot of space to it on your homepage, then include a “Start Here” link in a prominent position. Then put your basic introduction on that page.

#2: An About Page

People love about pages. Right after they get the gist of your website (see above), they want to know what you’re about. Whether you’re an individual blogger, a large organization, a startup, or a dude selling plumbing parts out of your house, people always click on your About page.

They want to know what makes you tick.

So tell them. And don’t be boring. Unless you have an amazing resume that reads like a Dos Equis commercial, you should add some personality.

Your audience wants to know what sets you apart from everyone else. They want to know what motivates you. They want to know how you got to where you are.

It’s great to offer testimonials, accomplishments, or career highlights. But don’t leave it at just that. Offer a little bit of your story. You’ll be surprised at how much fun it is, as well as how much more interest you’ll receive from your audience.

Creating my about page was one of my favorite things I’ve done for my website.

#3: Content

This should be obvious, but I can’t leave it off the list. You need to have something for your audience to consume. It can be one thing, or it can be many things. It can be a photo, a daily poem, or a series of essays.

It can be something you’re selling, or even a question you’re asking. It can be whatever you want.

And while it’s obvious that your website needs this, it’s often something we overlook as we focus on marketing, selling, building our audience, etc. Don’t take your content for granted. Put your heart into it and create something amazing.

Create something that has your audience waiting for you to do it again.

#4: An Opportunity To Take Action

I love great content. But great content inspires action. You need to give your audience the opportunity to take action.

Here is something I recommend you do often: think about your ideal visitor coming to your website for the first time. They see your ‘place to start’ and are intrigued, so they continue. Then they explore your about page, or your most recent content, and they’re hooked.

They love what you do and how you present yourself.

Now what?

Give them something to do. Let them take the next step. Give them the opportunity to further their investment in you by signing up for something, buying something, downloading a resource, joining your email list, etc. Bring them into your club.

Even if it’s just encouraging them to share something with their friends, give them a method to act on their excitement, to do more than just consume content.

Let them act.

#5: The Ability To Contact You

It doesn’t matter how you offer it, but you need to let people contact you. You can post your email address, or if you’re worried about privacy and spam, you can create a contact form. Or you can direct people to Facebook or Twitter and have them contact you there.

There are two reasons you need this. The first is that people like to know you’re accessible. If you offer no method to contact you, you create a wall between you and your audience. It’s harder for them to connect with you and trust you.

Even if they never reach out to you, it sends a strong message that you are willing to let people contact you.

The second reason you need this is that you never know who is going to contact you. You might get a lot of people asking you questions, but you might also get someone offering you the opportunity of a lifetime. Leave that door open, even if it’s just for the odd chance at receiving something amazing.

That’s it. Five elements your website absolutely must have. You can (and should) put your own spin on all of these, but they’re essential to building a website that connects you with your audience in an authentic way.

How do you plan to implement these on your website? Let me know in the comments.

Cash flow, creativity, and compassion are not mutually exclusive™

Prove the power of the tribe: Please help inspire and educate

Posted on by Red Slice

Many of you count on me for strategic branding advice, juicy stories and tough love practicality.

Now I’m hoping I can count on you!

We’ve all seen the shift in book publishing these days with more power than ever in the hands of authors – and their loyal fans. Social media rules. Referrals spur action.

In my role as storyteller, I recently wrote a book called Rebooting My Brain:  How a Freak Aneurysm Reframed My Life. It’s the story of my near-fatal brain hemorrhage a few years ago, my recovery journey and what it took to reboot my life in better, more inspirational ways. With humor and heart, my goal is to educate others about the surprising effects of brain injury and inspire anyone to learn and grow from crisis.

You can help me with this mission. And get some fabulous goodies in the process!

On May 1, the print softcover launches for purchase. I’ve already received emails from people who were inspired, moved, educated and even enjoyed my cheeky humor. Brain injury survivors have reached out, thanking me for sharing this experience so they feel less alone.

Just this week, the San Francisco Book Review sent me their draft review: “Her experiences strike me as authentic, compared to many other memoirs. She truly writes with unabashed candor… She’s humorous and honest…Her reflections on the tenuous, and even frivolous, nature of health are touching.”

I’m honored and amazed. And I’d love your help in getting this book into the hands of even more people who need to hear the message.

On May 1, online retailers like Amazon will ship out the first Rebooting My Brain print  pre-orders.  The first week of sales is especially crucial to boosting rankings, increasing visibility – and in my wildest dreams, getting listed on the New York Times Bestseller List.

This is where I need your help to educate, inspire others – and support a good cause at the same time. For all May sales, I’ll be donating 10% of net to The Brain Aneurysm Foundation, a nonprofit dedicated to awareness, education, support and research funding to help prevent the incidence of brain aneurysm ruptures.

Together, we can do this. How? Glad you asked…

1. BUY THE BOOK! From now until May 8, I’m offering a digital swag bag of goodies, including free book chapters; discounts for books, communication course and assessment tests; and a VIP invite to a private author conference call. Find out more about who’s offering what here. Remember, the more sales we can drive in the first few days, the better. If you haven’t picked up your copy yet, please take advantage of this digital swag bag – and tell others about it.
2. ALREADY BOUGHT THE BOOK?: Thank you so much for your support! Posting an online review would really light my fire (and help with rankings) You could write a few sentences and have it ready to post to Amazon or wherever you bought the book online, anytime after 12:01am May 1.
3. SPREAD THE WORD: You can help in any way that feels good: online, offline, text, skywriting…seriously, if you can score a free billboard, we need to talk. Below are some options, so please choose whichever works best for you – and hear my “Thank You!’ echoing back to you through the universe.

WAYS TO SHARE

Got a blog?

  • You can post free sample chapters for download or point them to the official website.
  • You can review the book: Email me to request a free advance review copy.
  • You can interview me: I can offer your readers fresh content via a written, audio or video interview (or guest post) on book topics including inspiration, facing fear, living with brain injury, how I rebooted my business after a hiatus, or even just the writing and publishing process. Download the media sheet for more ideas or ping me with suggestions.

Got social media? 

Twitter, Facebook, Google+, LinkedIn posts rock. Or pin the book cover to Pinterest. Here are some post ideas for your convenience, but feel free to get creative:

Get inspired & educated about #braininjury with powerful new memoir #rebootbook @redslice: http://amzn.to/IZwQoI

How to face the fear and turn crisis into opportunity #rebootbook @redslice: http://amzn.to/IZwQoI

Looking for a humorous and heartfelt memoir? Grab #rebootbook by @redslice http://amzn.to/IZwQoI

I’m loving #rebootbook by @redslice. Get inspired! http://amzn.to/IZwQoI

Get inspired and grab some cool goodies from @redslice #rebootbook http://bit.ly/HvQRnb (this one links to the Promotion Page with launch incentives)

Got a voice?
Please call your favorite local bookstore and ask if they’ll be carrying REBOOTING MY BRAIN. Since I’m not with a big fancy publisher, they probably won’t stock it unless asked, so this may be the push they need to find it through the distribution catalog.

Got friendships with any magazine writers or are you related to Matt Lauer? Again, we seriously need to talk….

Again, check out the Launch Goodies and order now…if you want to order in bulk, please email Janica@red-slice.com and we’ll make it happen for a discount.

On a personal note, thank you so much for your continued support of Red Slice. Many of you encouraged me to write this book and get it out into the world,  and I hope it indeed inspires you to reboot and reframe your life in ways you never thought possible.

AMPLIFICATION ARSENAL:

MEDIA KIT PAGE with bio, book images, excerpts and interview questions: CLICK HERE.

PAGE TO SEND PEOPLE FOR LAUNCH GOODIE DETAILS: http://bit.ly/HvQRnb

PAGE TO SEND PEOPLE TO PURCHASE PRINT COPY: http://amzn.to/IZwQoI

PAGE TO SEND PEOPLE FOR GENERAL BOOK INFO, FREE CHAPTERS, PURCHASE OPTIONS: http://bit.ly/rebootbrain

Hashtag for Twitter: #RebootBook

Contact for digital REVIEW COPY or BULK ORDERS: janica@red-slice.com

Cash flow, creativity, and compassion are not mutually exclusive™

Brand lessons non-profits can learn from small business – and vice versa: A chat with Aimee Stone Munsell

Posted on by Red Slice

Non-profits and small businesses have a ton in common: not enough resources, time or budget to spread their message and acquire customers (donors) while also getting their work done. But sometimes, they are sabotaging themselves and there are simple brand fixes and marketing tactics these organizations can implement  to get more bang for their buck. We’ll share some ideas in today’s Slice of Brilliance column.

Aimee Stone Munsell is owner of Stone Munsell and co-founder of Real-World Super Heroes, a hands-on community service program for kids. She and I have partnered on branding projects together and I absolutely adore her work ehtic, creativity and brilliance. Aimee worka with the smartest, most interesting people she can find – as clients, partners, employees, expert advisors — to tackle challenges that make a difference for the client and also for the world whenever possible. Her measurement for success: “I’m proud to tell my family what I do.”

So I’ve asked her to share with us the 3 mistakes non-profits make (ahem….that many small businesses do, too) and inexpensive ways to delight customers who’ve just purchased or donated. Plus, she gives you some resources and case sudies of companies engaged in social reponsibility, which is a win-win for everyone.

RS: Welcome Aimee! You’ve worked a lot with non-profits. Why do you think many of them don’t have strong brand awareness?

ASM: Let’s be honest: it takes time and money to build a brand. This is true for any business or non-profit cecause you have to fight through all the clutter out there to connect with the right audience – again and again in multiple ways, over time — to build a strong brand. And why invest in it? Because it is a key building block of sustainability. But it isn’t necessarily seen this way. Many non-profit leaders are in their jobs because they know a lot about the services they provide (as we’d hope!) but haven’t necessarily been trained in business skills. When I work with an NFP’s leadership team, we focus on their goals which often include things such as: bring in more donations, secure new grants, increase community support, and form partnerships to expand services. Then we assess the organization’s current brand position and marketing activity. And finally, together we come up with a focused plan of attack that takes into account the resources they have, often creating execution phased over 6-24 months, to get them where they need to be.

RS: Non-profits as well as many small businesses seem to struggle with messaging and conveying their passion and accomplishments in their marketing materials (website, collateral). What top 3 tips could help them improve?
Continue reading “Brand lessons non-profits can learn from small business – and vice versa: A chat with Aimee Stone Munsell”

Cash flow, creativity, and compassion are not mutually exclusive™

Reboot and Reframe: Branding lesson for life #5: LEARN WHEN TO SAY NO

Posted on by Red Slice

say_NODo you constantly say “yes” to all the wrong things, leaving you absolutely no time or energy when the right opportunities come along?

If you’re an entrepreneur and you can’t relate to this, I’d love to meet you.

We all worry about saying “no” to business, partnerships and even advertising opportunities. What if this is my one chance to attract a boatload of customers? What if this is the only client I get this quarter? That old adage, “A bird in the hand is worth two in the bush” is definitely a truism…..sometimes.

If you constantly accept clients who don’t fit your ideal profile or the type of work you want to be doing, how can you free yourself up to attract a better, more profitable client for the long run? Understanding your brand in clear detail will help you determine if someone is a good fit. It will help you say no to marketing opportunities that seem seductive at first (“Wow! This event attracts 5000 women!”) but in reality, turn out to be a waste of time and money (“Oh, those 5000 women will never be the ones who will buy from me!”)

As I learned to adapt to my new reality post-brain injury, I couldn’t say yes to as much as I would have in the past. I had to be selective in which clients I accepted and how I spent my time. This meant turning down some work that, while intriguing and interesting, was not going to be a good fit for me. And you can do this in an elegant and tactful way. You can explain that you don’t have bandwidth right now with your current client load, or you can recommend another resource that might be a better fit for their needs.  With partners, you can gently say the opportunity looks fabulous but you think you might be going after different target markets. With an advertising opportunity – well, this is business after all, and you can simply say, “We don’t see this as a valuable way to spend out money, but thank you for thinking of us.”

Remember, your clients and partners say something about your brand. They are your advertising.

By focusing on what you want, what you’re good at and what you can realistically deliver, people will appreciate your honesty more than they’ll appreciate you not having the time or mental energy to properly serve their needs.

View the juicy video for Lesson #5  here.

How do you determine which work to take on and which to pass up? Any tips or fun stories about times you have turned down opportunities?

BACKSTORY TO THE SEVEN LESSONS: What do recovering from a  brain aneurysm and branding have in common? Quite a bit, it turns out. Recently, I got the wonderful opportunity to share my dramatic story at a Women Business Owners luncheon and I promised I’d post the lessons here for everyone. This is a seven-post series.

Lesson #1: Focus (and backstory to the series)

Lesson #2: Be Authentic

Lesson #3: Count on Your Tribe

Lesson #4: Practice Patience

Cash flow, creativity, and compassion are not mutually exclusive™

Reboot and reframe: Branding lesson for life #2: Be Authentic

Posted on by Red Slice

Accepting who you are and what you can deliver is an essential part of building a strong brand. If you can’t walk your talk and deliver on your brand promise, then customers will see right through you and it will catch up to you eventually. Sure, you can create short-term spikes of interest, convince someone, somewhere that your company is something else – but brand loyalty is built brick by brick through consistently delivering what you promise, through everything you do, say and show.

Lesson #2 from my recent Women Business Owners chat is about embracing that authenticity. A brand should play to your strengths, but you need to get real about what your company can and will do (and what it can’t and won’t do). It’s all well and good to want to be hip, cool and cutting-edge, but if you can’t deliver that, then don’t try to dress things up. There are so many markets and needs out there – find what works for you and for your audience and deliver that with everything you’ve got.

Check out the juicy video for Lesson #2 here.

What is your authentic strength or mission that guides your brand and marketing efforts?

BACKSTORY TO THE SEVEN LESSONS: What do recovering from a  brain aneurysm and branding have in common? Quite a bit, it turns out. Recently, I got the wonderful opportunity to share my dramatic story at a Women Business Owners luncheon and I promised I’d post the lessons here for everyone. This will be a seven-post series. Click here to learn more and view Lesson #1: FOCUS.

Cash flow, creativity, and compassion are not mutually exclusive™

Every business needs marketing

Posted on by Red Slice

I was incensed recently by someone writing an article about “businesses who don’t need marketing.” For lack of a more eloquent way to say this, I’m calling total B.S.

If you believe marketing stops at “advertising” then yes, not every business needs marketing. Look at how successful companies like eBay (in the early days), Google and many tech firms have been without a lot of traditional advertising. Craig’s List is used by millions – ever seen an ad for it? But advertising is but one part, one tactic, in the marketing playbook.

For those of you who know better, marketing means preparing, pricing, promoting and distributing your goods and services to the customers who will buy them. Do you charge for your product? That pricing decision is a marketing one. Do you sell online or through retail outlets? That’s a marketing decision. Do you ever answer the question, “What does your company do?” at a cocktail party? Yep. Marketing. Do you just invest in sales reps to run around and pitch your product but don’t have a dedicated marketing team? Then, guess what? Your sales reps are doing “marketing” whenever they pitch – they just might all be singing their own tune and missing out on the all-important consistency of message that helps foster more recognition and more sales. But I hate to tell ya’: they are still marketing. Perhaps badly.

Product descriptions. The copy on packaging. Your website look and feel. Your product performance. Your customer service experience. That is all marketing.

Marketing is communication. Even if you never spend a dime on search ads, TV spots or events, any time you talk about your business, any time you interact with a customer, and any time customers talk about you…..that’s marketing.

If someone ever tries to convince you that you don’t “need” marketing, run the other way.