Don’t Fall Into the Trap of Small Business

Underestimating Obligations

We all get into the daily grind of business, the day easily gets away from us, and run around like chicken with our heads cut off. One mistake a small business owner makes is when the person underestimates their obligations within their business. It is your duty as a small business owner to be on top of everything; your employees, your facility, and most importantly, yourself! Find ways throughout the day to reset yourself. Step away from the daily grind, take a coffee break. Walk around, talk to people and make sure you’re doing your job, and your staff is doing theirs. Realize that things are going down the crapper,be proactive, and attack negative situations head on!

Searching Google for Everything

An SEO company telling you that Google isn’t always the solution? We may be crazy but sometimes we rely too heavily on Google for all of the answers. It’s easy to find things that you are looking for on Google. It’s even easier to find answers to the worlds toughest questions, but when it comes to your business. Don’t take the search results in Google too seriously. Depending upon your problem and the solution that you’re looking for, the results will vary because the individual answering, has had an experience that is totally different than you. Our suggestion is to ask your mentor or friend of the business. They may be able to offer advice that is more trustworthy and applicable to your business today!

“How Did You Hear About Us?

Have you ever asked this question, as soon as they call? We all do it, but that doesn’t make it correct. We always want to see and make sure that your marketing efforts are working. You put so much into your marketing that you demand answers! Our suggestion is to wait. Develop an additional step within your sales funnel. Get to know your customers better, before you ask this question. Once the relationship has been developed and the client is satisfied, then ask. There is a more fluid transition and will help for potential awkward situations if they don’t remember. Of course, if they admit that they are referred by, it’s totally ok to ask. You have a likelihood of keeping the job if your client can discover you on multiple avenues. Google is one of them, but if they can consistently see your businesses name along the way, it will solidify you securing of the client.

Networking and interviewing can possibly some of the most nerve-wracking experiences that can happen in ones life. Sure there are some mediocre nerve wracking things like getting married and having kids, but interviews? It is definitely almost 10 times worse. Luckily there are some super great people in the world who have been through interviews and networking events that have had to give elevator pitches and have come out on the other side with smiles on their lovely faces. Here are a few of them to tell you about their experiences and even give you some advice!

Nora Henick @ La Femme Collective 

Tell me about the company you work for or own and what your role is in the company.

La Femme Collective is an online community that supports and encourages the career development of women. I am the Founder and Editor in Chief at LFC.

What would you do to start planning on your elevator pitch?

When getting ready to network, I try to remember the most important things the person I am pitching to will want to hear. Whether focusing more on the career aspect of LFC, or stressing the importance of supporting women, I make sure I know who my audience is and what will resonate most with them.

What do you do in your elevator pitch that’s different/unique?

I think what separates the LFC pitch from other pitches is our passion. Sometimes you hear people being compared to used car salesmen because they are pitching something in which they have no true belief. Each woman that works at LFC truly believes in what we’re doing, and so our passion really shows when we reach out to potential features, partners, etc. Also, we have some clever words we like to throw in, that definitely leave people wanting to know more (i.e., entrefemmeur).

What should you NOT do in an elevator pitch and what should you absolutely include?

Following my above point, I think you should avoid saying things you don’t believe in. There are going to be pitches you’ll make sometimes that people won’t respond to, and that’s okay. What you’re pitching isn’t going to be for everyone. Realizing which people are going to fit best with what you’re pitching will help you seal the deal. Again, be passionate! Don’t tone down your excitement if you don’t have to. Nothing makes me happier than talking about LFC, and I really believe my love shows when I talk about LFC. When you believe in something, convincing others of the potential becomes a lot easier.

What’s something that you notice people say in their elevator pitch that you think is doing more harm then good? 

The only thing that I’ve noticed that does someone more harm than good is talking more about themselves than the things they believe in. If you’re networking with the purpose of talking to someone about your ideas, you should be sharing those ideas and why you believe the world would be a better place with those ideas in it. A lot of people, especially because we’re a society that’s very big on resume sending, talk at people about themselves, instead of with people about their ideas. Obviously this doesn’t mean you shouldn’t talk about yourself at all while networking; people definitely want to know who you are! Just make sure there’s a healthy balance.

Have you gone in thinking you know what you were going to say and then blanked or changed your minds on what you were going to say? 

I prepare to say things and completely blank on them at least once a week. When I was originally interviewing for jobs, I would prepare with pages upon pages upon pages of notes, and I would get in there and they would ask me what my name is and I would respond with something along the lines of “Seven.” I find that preparation is great, but too much preparation (at least for me) backfires. I end up trying to memorize these perfect ideas I’ve crafted in my head, and they don’t end up coming out the way I thought they would when I can’t remember the exact wording. In situations like that, I find that you can only do so much, you have to trust your ability to speak proudly of who you are and what you believe in after that.

Do you have a funny elevator-pitch-gone-wrong story you can look back on and share to help people feel better and about going into an interview?

 I wish I did!! Unfortunately I don’t yet, but trust me – as LFC is still just a baby, give me a few more weeks and I’m sure I’ll have introduced myself as “Seven” to someone while trying to tell them they should read LFC 🙂

Monica Walsh @ Rose Commercial Real Estate

Tell me about the company you work for and the role is in the company.

I work for Rose Commercial Real Estate. We are a commercial brokerage firm in Southern New Jersey. A lot of our business is spread over Camden, Burlington and Gloucester County. Everyone has their own niche here but we sell everything from land office buildings, retail buildings, and industrial buildings. We also do a lot of commercial leases. For some projects we work on redevelopment sites, we take old spaces or forgotten about properties and present them in a way that will better serve the community.

I began working for rose in 2011 on the marketing and admin side of the business, and as I got more comfortable with the field I made a decision to get my real estate license. Now I get to do a little bit of everything, but I have been working hard on growing the brokerage side of my career and even every week I can see that expand.

Do you do any interviewing for your company and do a lot of networking? 

I try to go to a variety of networking events that will expose me to different to sets of people whether it is a large event that host several hundred people at once or if it is a small and intimate coffee meeting. Networking is about making a relationship, not getting as many cards as you can in a small space of time. To get to know my clients better I suggest we go for a run instead of a traditional lunch or drink. People seem to like this and you get to really know the person one-on-on. When you make friends with someone it makes it nicer to do business with them.

What’s something that you notice people say in their elevator pitch that you think is doing more harm then good?

I have found that the less nervous I can make myself and the plainer I can be the better response I get, but it is important to be yourself. I think talking too fast is a pit fall. It can also misconstrue what you are trying to communicate or people can not understand what you are saying and are too polite to ask you to repeat yourself.

What would you do to start planning on your elevator pitch?

I try to explain myself as if they had no idea what my business was about. Start from the basics and try to simplify what you do in less than 20 seconds. It depends on the situation. If I know whom I’m gong to meet and I know what their experiences are then I can adjust to that situation. If I am meeting someone who is another broker then the pitch will be shorter because they have more knowledge on the field. When you are speaking with tenants who most likely does know the ins and outs of leasing you need to say more. For real estate it depends on what kind of business they are in. Most confusion surprisingly comes in retail situations when a client doesn’t understand what a triple net lease is (A lease that covers real estate taxes, common area maintenance, and building insurance). My job is to educate and make sure people know what they are getting in it.

What do you do in your elevator pitch that’s different or unique?

Sometimes it is important to tell people how you conduct your clients. Tell them exactly what you are going to do for them so they know what to expects.

What should you NOT do in a pitch?

 Going on to long without asking the other person a question. Even they you want the other person to be informed, you want the other people to be involved.

 Have you gone in thinking you know what you were going to say and then blanked or changed your mind on what you were going to say?

 Sometimes when I really want something to work or get nervous I can blank out but then I take a moment to breath and try and explain myself as clearly as I can.

It never hurts to practice. It is always good to be prepared.

 What should some ABSOLUTELY include in their elevator pitch?

They should include contact information. Remember to give them your business card.

Do you have a funny elevator-pitch-gone-wrong story you can look back on and share to help people feel better and about going into an interview?

I know I fumble all the time but you have to remember to have a sense of humor about yourself.

Gary Shickora @ North Western Mutual

Tell me about the company you work for or own and what your role is in the company.

I represent North Western Mutual; it is a financial planning firm. I specialize in helping clients achieve financial security, investment, trust and insurance.

What would you do to start planning on your elevator pitch?

I don’t like to use the word pitch. I do have something planned on what I would say.

Be prepared to answer the question. It sounds basic, but part of my role of Managing Director is to recruit, coach, and develop new advisors. If you meet someone at a formal event, at a bar, or anywhere, they ask what do you do. You should always be prepared to have a substantive answer to that that differentiates you in the industry.

What do you do in your elevator pitch that’s different or unique?

I don’t like to use titles; I like to make it about them and not just how I do it, but why I do it. The benefits would be, “if you run your own business, I help you save money and protect your families while minimizing the taxes they pay.”

“I don’t know if you’ve had those concerns recently, I’d love to sit down with you at another time to discuss further,” then I ask them what they do.

You should also know your audience. Something’s you might say to one person, and not another. You wouldn’t speak to a college student the same way you would talk to their parents and or their grandparents who are at retirement age. I might want to say something that appeals to the college student, which could be different than the grandparent.

What should you NOT do in an elevator pitch?

Nothing offensive, or it might turn them off. Don’t make assumptions about their situation either.

What should some ABSOLUTELY include in their elevator pitch?

You should shake hands, and make sure you maintain eye contact. Be present in your conversation, not seeing who you should be talking to next. Definitely listen to what they’re saying and give them 110% of your attention.

What’s something that you notice people say in their elevator pitch that you think is doing more harm then good?

For me, people who are overly aggressive are a turnoff. When getting new business, jamming business cards down everyone’s shirt, can hurt their chances of working with me.

Have you gone in thinking you know what you were going to say and then blanked or changed your mind on what you were going to say?

It hasn’t happened in a long time, but definitely yes, when first starting out.

I would probably ask questions to get them to talk more if I forgot. Hopefully get back on track from that.

Do you have a funny elevator-pitch-gone-wrong story you can look back on and share to help people feel better and about going into an interview?

In my previous company, there was a time where I wasn’t dressed appropriately, for where I was, and it made me uncomfortable.

Anything else you would like to add?

Biggest thing is to be you, and be true to yourself. If you do something you feel is important, then you will come across naturally and excited. It’s not what you say but how you say.

Michelle Rosen @ All American Coin 

Tell me about the company you work for or own and what your role is in the company.

I am the Owner of Coin business that retails coins to coin collectors over the phone.

We are coin wholesalers and work with our dealer so we are able to obtain the coins for less money, so we can sell them for less money.

Do you do any interviewing for your company or do a lot of networking?

We use phone calls to reach out to people interested in buying coins.

When on the phone you would introduce yourself; say you are calling today from All American Coin, a coin wholesaler. We are calling because we want to tell you about our spring special where we’re offering Benjamin franklin proof rolls. They are 90% silver and the last available silver coins. Do you know what a proof coin is?

What would you do to start planning on your elevator pitch?

I do research the coins so I can give them a history of the coin.

What should you NOT do in an elevator pitch?

Promising people that they will definitely make money with buying our coins. We can’t promise someone that they will do well with the purchase. We can’t promise it will increase in value, and don’t be overly aggressive.

What should some ABSOLUTELY include in their elevator pitch?

Silver and gold market is low right now, so buying it now is a good investment and a great idea. Depending on your industry, try to find something unique that will help the person you are talking to better understand why they need you now.

Also ask a question. It will involve them in the process to make it more of a conversation.

Have you gone in thinking you know what you were going to say and then blanked or changed your mind on what you were going to say?

I am very confident in my product and the company so from practice and experience it comes naturally even if I don’t have a script.

At a party or casino, If they say what do you do, I say I am an owner of a small business and we sell coins to coin collectors over the phone. I then give them an example of the coins we sell, about the coin, and why the coins might benefit who we are selling them to.

Anything else you would like to add on the subject?

In person, try to be persuasive and personable. Know the benefits and features of what you sell. Know your strengths and weaknesses because in this day and age, it’s about making someone want something rather than pushing them to want it. Be more persuasive than pushy.

Michelle Yeager @ Cherry Hill Public Library

Tell me about the company you work for and the role is in the company.

I work for a public library in New Jersey that serves a population of approximately 70,000 people. We provide materials and services to a very culturally and economically diverse population. From books, to Internet access to resume help, we act as a hub and community center to the residents of our city. We are also a non-profit, which means that we are often working to provide all of this under tight budget constraints. Specifically, my role is a full time Librarian and the Youth Services Supervisor; I manage a department of about 13 professionals and support staff that provide materials and services to kids and teens from birth to age 18. My team is responsible for the selection and purchasing of print and eBook titles as well as other materials like audiobooks, magazines and video games. We also perform story times, visit schools, help with homework projects and research and attend public events to promote our services throughout the community.

Do you do any interviewing for your company or do a lot of networking?

Yes, I interview people annually for seasonal positions and then as other positions open for whatever reason. It could be because an employee has moved to a different position or they are moving on to another organization. Most networking happens outside of the facility at workshops, trainings and conferences. There are also committees at the state level that allow opportunities to meet colleagues from other libraries from throughout the state.

What’s something that you notice people say in their elevator pitch that you think is doing more harm then good?

Using terminology or buzzwords that are specific to your field. It comes off sounding like you’re reading a resume and often causes people’s eyes to glaze over. Making this mistake can alienate the person you’re trying to reach. Instead of saying “I perform collection development and management” try saying “I hand pick the most up-to-date, popular and relevant books for our customers.”

What do you do to start planning on your elevator pitch?

First, I like to think of my audience. Am I pitching to someone that works in my field who has had similar experiences to me? Or am I talking to a community stakeholder who may have less knowledge of the services libraries provide? Secondly, how is what I’m saying relevant to them? What is in it for them to continue this conversation?

What do you do in your elevator pitch that’s different or unique?

I like to give an interesting fact or statistic that anyone can relate to and can easily remember, for instance: “A lot of people question the relevancy of libraries in a 21st century world, but did you know that there are actually more libraries in the US than there are McDonald’s?”

What should you NOT do in an elevator pitch?

Tons of things, but most importantly, don’t sell yourself short. Often times we are caught off guard, have had a bad day, question our relevancy or maybe just feel we need to be humble. But this is the opportunity to toot your own horn, to give other people insight into what you do, peak their curiosity, and send them off to spread your message.

What should some ABSOLUTELY include in their elevator pitch?

It sounds simple, but a smile and some enthusiasm can go a long way. Illustrate that you are excited about your field and the services that you provide. This shows people that you are open and excited to talk about what you do and sets the tone for the rest of the conversation. Enthusiasm can be very infectious.

Do you have a funny elevator-pitch-gone-wrong story you can look back on and share to help people feel better and about going into an interview?

Oh my gosh, too many to name! It was years into my position until I even thought of preparing an elevator pitch. I tend to be more of an introvert and the thought of trying to “sell” something to someone even if it was FREE scared me! But luckily with practice it has gotten easier. My advice is to practice, whether with other colleagues or in the mirror. Make sure it is something that feels natural to say and then fake it until you make it.

Andrew Rosen @ Jobacle

Tell me about your company.

I started Jobacle, which is a career advice blog, back in 2005. I have put out podcasts which have had over 1 million downloads, and I have been features on and in The Washington Post, BBC Radio 4, Yahoo!, Gawker, and many more!

Do you do any interviewing for your company or do a lot of networking?

Interviewing and networking are two things I find myself doing regularly at both my full-time job and freelance gigs.

What would you do to start planning on your elevator pitch?

I always want to know what my goal is and not lose sight of it. The approach and measures might change, but the goal often remains constant.

What do you do in your elevator pitch that’s different or unique?

I’m me. Always. I try my best to never deviate from who I am. I find that being 100% authentic always works out for the best (and helps me sleep better at night!).

What should you NOT do in an elevator pitch?

In my opinion, the harder people try for something, the more obvious it is. I would not hide your motives and fill the time with a lot of fluff and BS. Get to the point and be genuine.

What should some ABSOLUTELY include in their elevator pitch?

I think engagement is imperative. You’ll want to make eye contact and display confidence, without coming across as cocky or wordy. Oh, and don’t forget your name!

What’s something that you notice people say in their elevator pitch that you think is doing more harm then good?

A common thing I come across is people coming to their “big sell” immediately. While an elevator pitch must be brief, dropping your biggest selling point or nugget of information right at the top is not always the best approach. In fact, I think it can often get diluted, as a person is too busy trying to size you up.

Have you gone in thinking you know what you were going to say and then blanked or changed your mind on what you were going to say?

Flexibility is tantamount to success. My guess is that if you are using the same “script” for all of your pitches, you are not getting where you want to be.

Do you have a funny elevator-pitch-gone-wrong story you can look back on and share to help people feel better and about going into an interview?

Thankfully, no!

Jill Lawlor @ Cooper University Health Care

Tell me about the company you work for and the role is in the company.

I’m the Vice President of Marketing at Cooper University Health Care.
Cooper University Health Care is Cooper University Hospital and a network of more than 100 outpatient offices throughout the region, including a Surgical Center in Voorhees and Urgent Care Centers in Cherry Hill, Audubon and Sicklerville.

 Do you do any interviewing for your company or do a lot of networking?

Yes, I do interviews and network for Cooper University Health Care.

 What’s something that you notice people say in their elevator pitch that you think is doing more harm than good?

It is more harmful when people focus on the negative rather than the positive.

 What do you do to start planning on your elevator pitch?

I get comfortable with my pitch so that I don’t sound like a pre-recorded program. I practice as much as I can until I perfect my pitch.

What do you do in your elevator pitch that’s different?

I try to keep it brief, lasting no more than thirty seconds.

 What should you NOT do in an elevator pitch?

You should not use a lot of jargon or acronyms that the listener may not comprehend.

 What should some ABSOLUTELY include in their elevator pitch?

I talk about how Cooper University Health Care’s mission is to serve, to heal and to educate. All positive.

Now get out into the world and prosper with your own amazing elevator pitch!

Website Planning Checklist: 8 Things You Need To Do

There are many do-it-yourself website builders available on the internet that makes it easy for everyone to have their own website. Looking at these kinds of site builders make website building sound so easy. For the most part, building a website takes some skill and creativity. However, if you want your website to be well planned and attract your target audience it has to be easy to find and user friendly. Getting there takes does not only take imagination but also organization. Check out our website planning checklist so that you won’t forget anything required.

1. Set Your Goals

Before starting your website, find out what your goal is. Take a look at some sites on the internet; some of them don’t make any sense. You don’t want to be one of these websites. There are eCommerce sites without a call to action or brochure sites without descriptions or contact details. Knowing what your site’s aims are will make it clear for you, the owner the focus of your website. Some examples of goals are: “to provide after sales support to clients” or “generate revenue through subscriptions”.

2. Know Your Target Audience

The target audience or demographic are the people you are trying to reach through your website. Identifying them before building your website will make it easier to design and create content. Knowing your demographics will also impact your business in terms of selling point, customer needs, product development and the like.

3. Research Your Competition

Knowing how your competitor’s project their brand and how they designed their website is important online and offline. This will give you a glimpse of their unique selling point, knowing and comparing products and services, knowing their target market and evaluating what works and does not work in their website can help you during the conception and creating of your website.

4. Do You Need Specific Functionality For Your Website?

Not all websites are the same, some need some functionality that other websites don’t Some examples of functionalities include: content management system for site updates, payment system for eCommerce sites, shipping tools, newsletter signups, blogs and many others. Knowing what your website needs will make web development easier and more efficient.

5. Decide On A Web Design

Web design is subjective. While it is important that the site looks good in your opinion, what matters more is how the site looks to your target audience. Other factors to consider aside from demographics are accessibility requirements of your website, examples of sites you would like to emulate, input of your web development partner, etc.

6. Set your Budget

There is a world of difference between a free website and one that is paid for. Defining a budget for your professionally designed website can is one of the keys to internet success. Have a budget in mind before discussing web designs with your web development partner.

7. Plan Your Web Content

Content is king when it comes to SEO and search engine rankings. Give yourself enough time for keyword research and content creation as this will have a big impact on your site. Content also covers photographs and video. Quality content will make your website more attractive to your target audience.

8. Register a Domain

Other details like registering domain name, payment gateways like Paypal and other merchant bank accounts will need approval, shipping methods, shipping, privacy and terms and conditions will need to be set, creation of Google Analytics account, SEO or SEM plans, blogs and social media accounts and offline marketing tactics should also be added to your checklist.

5 Trends That Will Boost Leads and Generate Sales

The New Year is fast approaching and many businesses online are now thinking about strategies that will boost their lead and sales generation for 2016. There will be marketing practices that will be retained, some that will need to be revisited while others will need to be focused on in order to get maximum results. Here are trends that you need to concentrate on to make 2016 an awesome year for your business.

1. Social Media

Facebook, Twitter and Pinterest will still be big in the coming year. Putting ads and joining these networks for interaction and to get leads is a good way to start 2016. If during the last year, social media has been good for you then boost your efforts to get more leads. The same is true for Twitter and Pinterest. These sites have recently added business pages. If you see quality leads then it could be worth joining the bandwagon.

2. Mobile Friendly Content

Smartphone use has risen over the years and is still continuing to rise. Smartphones are the favorite go-to gadget of people on the go. They use it to check flights, buy stuff or check traffic condition. These are just some reasons why it is important to have mobile content. Remember there are 3.65 billion smartphone users in the world and still growing. You should be able to reach these people by 2016.

3. Go Video

Video is also big right now. A lot of people are posting vines and videos on sites like YouTube. Video is a great way to reach customers especially if you are into making how-to videos, reviews or un-boxings. Many people flock to video because it is an easy way to understand or get introduced into new and interesting things.

According to studies, 85% of people are likely to buy a product after watching a video.

4. Marketing Automation

Marketing automation can nurture leads and turn them into sales. Set up different kinds of marketing automation based on your leads. Look at where prospective clients are in their buyer’s journey, what information they have been asking for, demographics or what pages they have visited in your website. This will help build stronger relationships with your audience and accelerate sales. Some tools for marketing automation include Customer.io, Hubspot, Pardo and Marketo.

5. Smart Content

Useful information will never go out of style. When analyzing your Analytics make sure that you identify which keywords work for you. Keep them updated and do not forget to optimize for local SEO too. Aside from this, content should also be customized for your customers. Instead of just having your usual informative text, your call to action should also promote your offer. This can be done via a cool call to action button. Instead of the usual “click me” switch to something more personal like “get the full report on the benefits of antioxidants”. This way you have a proactive call to action while using your chosen keywords.

Books You NEED To Read in 2016 Selected By Entrepreneurs From Around The Globe!

Here are some of the best books you need to read in 2016:

21 Irrefutable Laws of Leadership by John C. Maxwell

Melissa Thi

CEO of Hustler’s Box

In business, especially when you are building a startup. There are a lot of things you, yourself, will need to work on, personal and professional development wise. However, in order to scale your business, you need to learn to delegate tasks and projects, build a strong team and unite them them to work towards your mission and vision. In order to do that you must be a strong leader. This book in particular highlights and breaks down essential rules of leadership and reminds the reader of the importance of not just leadership but how to influence people to work towards a cause that is much bigger than them. Learn From John C. Maxwell’s book.

Steve Harvey’s Act Like A Success by Steve Harvey

Bonnie Booker

CEO, BonBon Parties

Steve Harvey’s book talks about pulling your wagon (your business) to the top of the mountain (success) “You are the only one who can pull your wagon to the top and you need people who have one foot in the wagon and one foot over the side pushing you”

He talks about surrounding yourself with people who support you and want to see you succeed. He also quotes Joel Osteen “ God has already lined up all the people in your path to get you to your dreams and your visions: all you have to do is get rid of the wrong ones.”

It’s important to keep evaluating where you are going and who to take with you. Read Steve Harvey’s lessons about success.

Taking Flight! Master the DISC Styles to Transform Your Career, Your Relationships… Your Life by Merrick Rosenberg

Mindy Kleinman

Marketing Manager, Camp Bow Wow of Cherry Hill

Merrick’s book talks about those 4 specific DISC personalities and how knowing and understanding the personality style of who you are interacting with both personally and professionally will help you to succeed and achieve your goal(s) faster and more effectively. Merrick’s presentation and book are a powerful and crucial tool for anyone in the business world. Each of the 4 personality types has a distinct set of characteristics and traits specific to it. Recognizing and understanding a person’s makeup helps you to interact with that person more effectively. Merrick Rosenberg’s book teaches you how to Transform your career and relationships.

The Bible

Michael Regina

CEO, Big Sky Enterprises

It’s the best business book there is. Every book that speaks on management, entrepreneurship, etc, is based on biblical principals. I would encourage you to read a Proverb everyday. There is 31 so there is one for each day.

Healing Wisdom from the Bible – Spiritual Guidance, Inspiration, and Comfort for Everyday Life by James E. Gibson PHD

Farris Fanik

CEO, Unifi Health and Wellness

I was looking through one of my father’s bookshelves for a book on entrepreneurship and I stumbled upon “Healing Wisdom from the Bible – Spiritual Guidance, Inspiration, and Comfort for Everyday Life” by James E. Gibson PhD. I felt perhaps biblical guidance could assist me in my path to starting a business. I was not expecting much but I thought I’d at least give it a glance. Reading the introduction alone, sentence by sentence, my eyes lit up and my smile widened; I was already hooked.

Every single chapter gave me insight into my personality, as well as a bird’s eye view of past conflicts. I was able to go to people I had felt wronged me, and apologized to them for my overlooked mistakes in the matters. I was also able to discover new strengths, and take leaps of faith I would be otherwise too timid to take. This book gives you a new sense of emotional intelligence and self-awareness I had never experienced before.

Everyone including entrepreneurs feels self-doubt, fear, and uncertainty. All these may be conquered through the wisdom of this book. Absolutely everyone in every profession and every point in their lives can relate to the bible and this book. This is my first time reading it, and I plan to read it several more times throughout my life. This book by James E. Gibson is a must read.

Pitch Anything by Oren Klaff

Blake Jamieson

CEO, Blake Jamieson

I’ve read (listened to) 67 (audio)books in 2015 so far. Lots of long drives, plus morning ritual. Of those 67, about 40 of them were business books. There are only a few I would recommend, and Pitch Anything is the only one I’ve listed to more than once. It’s very engaging, and really interesting stuff. The strategies and principals in the book expand beyond just “selling” ..but it’s really about how to read and control social situations. There have been countless times where I’ve leveraged what I learned in the book to make conversations steer in my desired direction.

Ike’s Bluff President Eisenhower’s Secret Battle to Save the World by Evan Thomas; Little, Brown

Jim Shulman

CEO, Elsinore Business Associates

I prefer histories and biographies to most business books, since the lessons of leadership are rarely reducible to a dozen bullet points and a back cover blurb (usually guided by the notion, condescending or accurate, that a businessperson is incapable of following narrative or nuance). Eisenhower was a highly complex, thoughtful, and strategic leader who avoided bombast and flash. He low-key persona, grounded with an uncommon knowledge of the military, helped to diffuse the machismo of his generals and other military advisors who would have, almost instinctively, embroiled the US in avoidable military interventions. Ike Bluff got us out of Korea, avoided engaging the US in a Middle East conflict, avoided US military engagement in Hungary, and kept atomic missiles out of the air. Contrast this with Kennedy’s inexperience managing the military (Allen Dulles’ disastrous invasion of Cuba) and the macho toe-to-toe with Khrushchev (that came harrowingly close to WWIII) and you can appreciate Ike’s management style. High profile leaders who reflexively demand immediate action might make for great book covers or web articles, but not necessarily good outcomes.

The Charisma Myth: How Anyone Can Master the Art and Science of Personal Magnetism by Olivia Fox Cabane

Mike Krupit

CEO, Trajectify

As an entrepreneur and techie who works with many entrepreneurs and techies, I’ve noticed that we’re disproportionately introverted. I was jealous of those I perceived to be naturally charismatic and the benefits that come with being an extrovert, wishing I had been born that way. Then I heard Olivia Fox Cabane on the radio talking about her book, The Charisma Myth. She breaks down charisma in three behaviors – Presence, Power, and Warmth. We’re not born this way, but pick up skills that combine to make us seem outgoing and approachable. Olivia says these skills can be learned. The book helps you understand the components and develop the behaviors through simple exercises. No longer do you need to be the one standing against the wall looking at your mobile phone!

True North by Bill George

Antony Muthangya

This book by Bill George has allowed me to peel back the onion my true life and has allowed me to put aside my ego and reflect internally.In doing so, I gained a level of self-awareness that I did not know I had in me. Self-awareness is a vital part in developing your leadership skills because it allows a person to find purpose in their leadership. When a person finds purpose it allows them to become comfortable in their own skin which intern allows them to lead with passion instead of goals. Also becoming comfortable within allows an individual to become vulnerable which builds a trusting connection with others.

Extreme Ownership by Jocko Willink and Leif Babin

Ralph Ervin

The theme of the book immediately resonated with me, being a veteran (although not a Navy seal.)

In vivid detail, the book speaks to the importance of taking absolute responsibility for every aspect of your life with no excuses. In the book the authors describe their multiple tours in Iraq and the leadership qualities that were required to win the various battles they fought and get everyone home safely.

Now that they’ve both retired, they’ve launched a consulting firm that is designed to train leadership teams on how to work more effectively via more effective communication, no matter how difficult the situation.

I’m very glad that I purchased the audiobook and not the text version. Listening to these brave soldiers describe their time in some of the most dangerous neighborhoods on earth and how they’ve been able to translate that to the corporate world and translate it even further individual accountability I thought was riveting.

I was deeply impacted by the book and I highly recommend it to anyone looking to make drastic improvements quickly.

The Business Fitness Revolution by Brad Tornberg

Brad Tornberg

Principal, E3Business Consultants

is a must read because as an entrepreneur and business leader both your physical well-being and health as well as your overall business health is important to be successful. This book shows how the business body like your physical body is operating at full efficiency when all of the systems are operating at 100%. Understanding how to improve both results in a better lifestyle with higher earnings. The September Harvard Business Review stated that Men who are Physically in shape earn 7% more on average and Women 12% more.

How Technology Can Change Your Business

It cannot be denied that technology has made life easier for millions of people around the world. In terms of communications for example, cellphones and computers have made it easier for us to reach loved ones across the world. Health care also has benefited a lot from advancements in technology. It is now possible to do surgery on an unborn baby or transplant another person’s organs to your body. The same is true in the area of business. Technology has not only made goods and services more available but also more affordable.

Better Customer Interaction and Relationships

Nowadays customers need attention even after the sale is done. They could have more questions, need help using or setting up or just need to complain. With today’s technology it is now possible to stay in touch or foster relationships through technology. You can set up 24/7 customer care through call centers across the world or have their own CRM system.

Social media has also played a great role in fostering relationships between businesses and clients. Social media has been utilized not only as a marketing tool but a communication one as well. Businesses interact with their clients providing information, help and feedback which can be useful for both sides.

Predicting Future Behavior

Technology today can help business by predicting the future behavior of its target market. This is called machine learning which is cloud-based technology. It uses historical data loaded by users such as sales, gender, weather patterns and other customer behavior. Computers will use this data to predict future behavior of customers which can be applied to stocking and inventory, pricing or sales campaigns.

Predicting future behavior of customers can also help businesses decide which campaigns to run or which merchandise to sell during a given season. This helps improve marketing and advertising efforts which could lead to a boost in sales.

Lower Cost of Goods

Lower cost of goods can be attributed to advancements in technology. This is particularly true in the manufacturing sector. There are now jobs that are done through machines instead of people. This partial or total automation of the production department has made manufacturing more efficient and faster which resulted in the lowering of costs of manufacturing some products.

Lowered cost of goods does not necessarily mean inferior in quality. There are many manufacturing centers and factories that maintain the same quality of goods even though they have switched to automated production systems. The lowered cost comes primarily from faster production since machines can operate 24/7 compared to humans.

In fact, automation can result in better quality. There are delicate operations and procedures which can be performed better by computers than humans. For example, Amazon has an army or robots that can move stocked shelves better than humans. The robots take the shelves to human workers where contents are scanned. Workers can now scan 300 items per hour compared to 100 before the robots were in use. This makes Amazon’s operations more efficient and products are moved at a much faster rate.

The goal of any business is to generate revenue. This is the same everywhere even on the internet. When you’re a businessman you want consumer to come to your website. You want them to buy from you. But there are thousands of e-commerce sites online and many of them are clamoring buyers’ attention. All of them want to sell more so that they will have more profit. If you’re one of these online businessmen, how can you sell more?

• Create Unique Content

Writing content does not seem like marketing. But in an indirect way it is. According to studies, companies that have blogs have 97% more inbound links. The more content your blog has, the better it is. If a website has 400 to 700 pages it will have 6 times more leads compared to websites that have 50 to 100 pages.

However, do not create content for the sake of having something to put up. Your target audience will only appreciate your content if it adds value. Your content should also create relationships, solve problems, build an audience and create connections.

• Create an Email List

Email lists are the modern day equivalent of a Rolodex. It can also be translated to “warm lead” in layman’s term. Contrary to popular belief, your email list is not out to sell anything to anybody. A good email marketer focuses on building relationships, providing solutions and delivering valuable content. If it is a non-sales related email, does is it worth the effort? The answer is yes because email lists can drive revenue.

• Call To Action

Get those Call To Action buttons working. In layman’s terms the CTA button “closes” the sale. Create a smart and compelling call to action button. If you’re not sure what kind of CTA works, do a split test. Perhaps a green CTA button is better than the red one. Monitor each page to get to know what kind of CTA buttons your audience responds to.

• Help Your Clients

Many businessmen do not like selling their products too much because it makes them feel as if they are pushing their customers and it makes them uncomfortable. To solve this dilemma, businessmen should focus on helping their clients instead of selling to them. When clients feel as if your product is useful to them and answers their need then they will buy your product. This is why content is important in the selling process. If it is informative and helpful, the content will do the selling for you.

• Retain Customers

Did you know it takes 5 times more money to acquire a new customer instead of retaining an old one? Because of this, businessmen should be about retaining customers. This can happen by maintaining relationships with your clients. Happy and satisfied customers will always buy again and even recommend your product or service to their friends and family. Best of all, it only required little effort to maintain these relationships.

What is Content Marketing?

Content marketing refers to any marketing that involves the creation and sharing of media with the purpose of acquiring and retaining customers. When it comes to businesses the type of content they share depends on their product or service. In most cases, the content is not really aimed at selling but focuses on the need to prospect. Content comes in a variety of formats such as video, podcasts, email newsletters, news, infographics, photos, blogs and many more.

Here’s a graphic from Moz.com that shows the core of Content Marketing (more on this later) and the end goals.  Believe it or not, sales are not the immediate goal of Content Marketing

History of Content Marketing

In the old days, advertisers were content to disseminate information about a brand in an attempt at building their brand’s reputation.  John Deere changed the game in 1895 when he published a magazine called The Furrow which provided farmers guides on how to be more profitable. Today, the magazine is still in circulation reaching 1.5 million people in 40 countries and a dozen languages.

The same happened with Michelin when they published the Michelin Guide in 1900 providing auto care tips, accommodations and travel tips. 35,000 copies were distributed for first publication.

But it wasn’t until 1996 that the term “content marketing” was first used. Author Jeff Cannon wrote in 1999 “In content marketing, content is created to provide consumers with the information they seek”. According to Forbes Magazine in 2014 use of content marketing had risen from 60% from the previous year to 93% as part of a company’s overall strategy.

Modern Use

In today’s modern world, content marketing is the norm even if most of us do not realize it. James O’Brien of Contently, told Mashable that the idea of content marketing is for companies to give something of value to get something valuable. “Instead of being the commercial, be the show. Instead of the banner ad, be the feature story”, he adds.

For example, personal finance website Mint.com uses content marketing to sell their product MintLife. But instead of selling directly, they use blogs and provide useful information to readers like how to get out of debt, paying for college, or saving for a house. They have built an audience independent of the product. They even hosted an in-depth interview called “Trainwreck Tuesdays”. As popularity of the site rose, so did the demand for their product. The company quickly grew and was sold to Intuit 3 years after their launch to the tune of $170 million. By 2013, the site had grown to 10 million users thanks to their blog’s useful content.

Content Marketing Means Great Content

The core of content marketing is useful content. No one wants to read something that you, the author, spent 1 hour making at the most.  A great piece of content that gets circulated can take between 5 and 20 hours of manpower to complete.  Its purpose is to attract and retain customers by consistently providing relevant and valuable information with the purpose of enhancing or changing customer behavior. It is an ongoing process that should be integrated to the overall marketing process. Companies like P&G, Cisco and Microsoft regularly use content marketing to attract more customers.

Thought leaders and marketing experts like Seth Godin conclude that content marketing is the future of marketing. However, content that is published must be great content. Regardless of the kind of content marketing a company employs, it should be part of the overall process and not something separate that business owners check off their list just to check it off and say they did it. Quality and useful content should be part of any marketing strategy including but not limited to:

• Social Media Marketing – Content should always come first before focusing on a social media presence.  When potential customers visit your Facebook page and see no activity, it’s harder for them to want to trust you as a legitimate business no matter how many people you actually have working at your company.
• Search Engine Optimization – Search engines reward companies that provide quality content and you can consistently rank for more than just a few keywords.  The more blogs and content you have, the more specific keywords you can rank for.
• PR – Readers like companies that address issues and not just focus on getting your business.  Would you want to read a sales pitch over and over or something you enjoy reading.
• Pay Per Click– Needs great content to work effectively.  If you are advertising using Google’s Adwords Program, then you need to really entice your visitors because they are seeing you for the first time.  Making a great impression can really help the buying process.
• Inbound Marketing – Inbound revolves around focusing on bringing prospects in rather than going out to find them.  This really needs quality content to drive inbound traffic and leads.

Why Marketing Content Is Powerful?

Content marketing involves writing blogs, using social media and video to provide useful content. Traditional marketing focuses on the creation of persuasive advertising to entice customers to buy products and services. These two worlds are clearly very different.

By harnessing the power of marketing content, companies can get readers to subscribe to your content and share it with others. If you provide something of value, people who need it will show their appreciation by sharing this content with others. The process of sharing is akin to a domino effect where you are able to reach more prospective clients by giving them information they find useful. In turn you are rewarded with more potential customers and possibly an increase in sales.

Best & Simple Content Marketing Strategies

Since most companies are now employing content marketing to get new and retain old customers, it can be very hard to break through particularly if you’re a new company or brand. There are many complex strategies that can help you breakthrough and maybe even get the top spot. However, some of the best strategies are pretty simple and straightforward.

1. Personal Approach – if you want your content marketing to be relevant, always make sure it has the personal touch. While this does not necessarily mean knowing your audience personally, it pertains to talking or communicating with them as if you know them. Put yourself in their shoes, use simple words and write content that is not only useful but easy to understand. Try to approach content writing as if you’re making it for a friend.
2. Be Relevant – Say for example you’re a jazz club but provide content appropriate for knitting enthusiasts. Right of the bat, you are going to have a hard time reaching the right audience. Using the example of Mint.com, they provided information that many people found useful. They provided advice for people struggling with money problems or wanted investment advice. This is appropriate because they are a financial company. By keeping content relevant you are providing useful information to readers.
3. Be Entertaining – Aside from using easy-to-understand information, it does not hurt to be entertaining. You don’t need to be funny but studies have found that readers are bound to remember information that makes them laugh, cry or cringe more than any other form of content. If it elicits emotion even on a basic level, chances are they will remember and appreciate it, and even share it.
4. Be Consistent – People like patterns. They like information that is easy to find with minimal surprises. If you change it too often readers will suffer from this inconsistency. Good content strategy has a repeatable system that governs content creation and frequency of messaging.
5. Be Honest – Do not be scared to tell your audience what you really think. Do not be afraid to share your opinion or show your personality. This is what they want. They want a face, name and back story to your content.

Why Many Companies Fail at Content Marketing

What We Have Learned about Content Marketing

So far we have learned that people do not want to be sold to when making buying decisions. They want useful content that helps explain more about the business and improve their trust level with them. This useful information could spread to other potential customers through social media and word-of-mouth exposure.

Content is not only what the people want, it is also what Google and search engines want. Websites and companies who provide useful content do not only get new and repeat customers; they are also rewarded by search engines through higher search engine page ranks.

3 Ways To Spend Your Small Businesses Money Instead of Buying Followers

6 Essentials Elements You Need On Your Business Website

Now that you have a new business website you’re probably eager to get started on selling and earning some revenue. However, web development can be a long and laborious process. Some website owners and developers can lose track of goals and the outcome of your website could be different from the initial plan. To avoid this for your business website, make sure that your site has the following essentials.

1. Business Information

Basic information like menu, product descriptions and directions are important when you are running an online business.  We all have short attention span so this kind of content should be something readers can skim through. If you have a website for a restaurant for example, the site should feature a menu, location of your branches, delivery info if needed, photographs and descriptions of food. Even 2 sentences can be very powerful.

2. Contact Information

We cannot stress enough how important contact information is. Even if you only have an online store and not a brick and mortar store, clients will want to contact you. Some reasons they might want to get in touch is after sales care, information or to register a complaint or give you their suggestion. Forming good relationships with clients is important so you want to make it easy for them to find you.

3. Clear Navigation

You want your website not only to be accessible but also be easy to navigate. Make sure you have clear menu labels on your site like FAQ, Products, Contact Us, Call To Action and the like. Your customers will like knowing where to go while being cryptic will just turn them off.

4. Security

Shoppers online can be paranoid when it comes to their online security. Give your clients peace of mind when shopping on your website by protecting their financial information. Secure your site with a SSL certificate and they will encrypt credit card information, social security and other critical data shared between you and your client.

5. Social Media Integration

One of the best ways to get your business noticed is to get your clients to talk about you in social media. Social sharing buttons for popular channels like Facebook, YouTube, Twitter, Pinterest and LinkedIn should be present in your website. This works not only as a sharing tool for your clients but will also help foster relationships with clients.

6. Frequently Asked Questions (FAQ)

People have lots of questions; make it easy for them to find answers without contacting you by providing a FAQ page. Gather questions most frequently asked and provide concise answers. This will usually revolve around operating times, shipping and return information, sizing, privacy and payment concerns.