The Power of Good News

Speaking at seminars on Small Business Month September, many people have asked how they can save time and increase sales? 

The short answer is your e-newsletter. 

This is the third business I’ve used a newsletter for and it’s still the most effective sales generator we have, despite technology advancing as quickly as it is. And here’s the secret. A well written newsletter is a proven relationship builder, which also gives you the opportunity to be constantly in touch with your leads and clients, while adding value along the way. 

That is, if you use it well. 

Start by giving people valuable information about how to get the most out of your product or service. Or, if you feel you’re giving too much away with this, give your readers reasons why they need what you have to offer. But don’t make it all about you. Talk about others, promote complementary businesses, or give simple case studies of clients. For instance, let’s say you’re a florist and you specialise in weddings, write an article about a trusted wedding photographer or cake designer. Your readers will thank you for giving them valuable services and the photographer or designer will thank you for your sending work their way.

You don’t need to spend a lot of time on your newsletter, but it does need to be consistent. I caught up with a colleague recently on a Monday night at a networking function and she said, ‘got your newsletter today. Right on cue. Every second Monday.’ As it happens we’ve been through a growth spurt in the business recently and as a result I’ve missed a couple of those timelines. They've still gone out every fortnight, however I see the Monday timeline as so important I’ve decided to outsource the distribution. I’ll still write the content and put together the offers, however I won’t spend the time getting them online. But the point is, that’s how important I see the newsletter as being that I’m willing to invest money in its distribution. You don’t have to though, unless you want to of course.

Here are  some final points on getting your newsletter out there:

• Make a schedule and stick to it. Once a month is fine, but keep the newsletter regular.
• Make it fun, interesting and NOT all about you
• Add value for your readers and invite feedback and comments
• Add images (try istock photos or add your own photos)
• Keep it short. But not so short there’s no valuable information in there
• Always ask yourself ‘what’s in this for them?’ and ‘why would they want to read this?’
• Create compelling headlines
• Use a free email service such as www.mailchimp.com with customisable templates to distribute the newsletter
• Don’t spend too much time on the newsletter, otherwise it will become too much of a chore
• If you can’t find time to write or distribute, consider outsourcing or find a closet writer in your business to do the writing and/or design for you
• Keep it on brand with your colours, look and feel
• Consider giving a free eBook or discount voucher for people who sign up
• Always ask people to opt in and never sign them up without them giving your permission. How many have you unsubscribed from for that very reason?

And last, but by no means least, you can sell in your newsletter. Just remember to sell with respect. That is, earn the right to sell by giving tips and resources people want to earn their trust and loyalty. 

Michael Neaylon

michael@mcme.com.au

Take the Brand Stand 

Funny Business

Over the past few weeks I've been asked about how to use humour in sales presentations, keynotes and training. Some people ask because we've just finished a brand experience project for the Just for Laughs Festival. Others ask because I'm using more humour in my own presentations: a direct result of blogging, vlogging and tweeting in character for three weeks as a laughter coach with big dreams and infectious enthusiasm called Larry.

But when Robert Moorman from Hunting with Pixels asked me about comedy in business after a spontaneous stand up spot with  Nigel Collin last night at Robert's engaging and informative Short Takes, I decided it was time to get some principles online.

So, some essentials for using comedy effectively in business:

1. Follow the rules. The rule of 3 works especially well. Think 'set up, scenario, pay off.' Keep it tight.
2. Break the rules. Funny is unique to you. Become aware of when people laugh at your jokes. The more spontaneous those jokes the better.
3. Keep yourself nice. While the funniest lines might be the cruelest ones in Monty Python skits, they're the pits for business.
4. Choose your targets wisely. Never make the person signing the cheque the butt of the joke. And never assume you know who's paying the cheque.
5. Respect the heckler. If you're heckled, you want to be damned good if you're going to even think about heckling back. And remember, the person in front is the one who has the most to lose by looking bad in front of their audience.
6. Laugh at your foibles. But be careful about how you laugh at yourself. It's a subtle difference, but an important one. You want to deliver jokes, not become one.
7. Use words that are innately funny. For instance, conundrum is far funnier than dilemma.
8. Drama occurs when a routine is broken. Comedy occurs when a routine is broken quickly.
9. HUGE contrasts work.
10. Well placed humour breaks tension and creates rapport. I was reminded of this first hand when I recently gave a keynote for Ernst & Young. At the end of a powerful keynote with weighty content I gave an  example of how Alex (a seventeen year old with Asperger's who I mentor on the Big Brother Big Sister program) unwittingly disarms people at parties. He bounds up to other teenagers and asks in all seriousness, 'What's your disability?' Just like Alex's audiences, mine were disarmed, and happy to have a break from the tension. Ironically this gives you greater permission to make a more poignant point.

Well placed humour warms up a room, softens a blow, creates a receptive training environment or buying atmosphere. Have some fun, use some humour, but remember. You deliver the joke, you're not one.

How has humour worked for you lately?

michael@mcme.com.au

Marketing Must Haves

We've been talking about these 'Marketing Must Haves' at events for Small Business Month September and getting great response from small business owners wanting to get more traction with both their online and face to face marketing.
In this track from 'True Brand Toolkit: How to Bring in Big Money for Your Small Business,' Ian Stephens from the Enrich Group interviews me on the essentials for your integrated  marketing mix.

We'll be covering more of these principles and tactics to help you gain more from your online presence 

in our Social Media Bootcamp, Thurs. Oct 6 at the Cambridge Hotel, Surry Hills. 

In this full day Bootcamp you'll learn how to: 

• Go beyond social media hype to choose the channels best for your business
• Create a simple, achievable and engaging social media campaign to attract more business
• Make your blog a client magnet with proven writing techniques from an award winning writer
• Use social media to research your ideal clients and exponentially increase your network
• Mix ’n’ match your media to increase client engagement and engender brand loyalty
• Link your social media channels to save time and drive prospects back to your website
• Increase your SEO while earning greater trust and recognition from your prospects and clients
• Use social media as a low-cost, high engagement PR tool to cleverly position you online

There's a fantastic earlybird offer for only $97. 

Finishes tomorrow, Thurs Sept 22. 

Find out more about the earlybird offer and how to book here. 

To your successful marketing mix

michael@mcme.com.au

If

If you don’t try, you don’t succeed.

If you don’t create you can never be criticized.

If you don’t put your business, creativity, crazy idea or magnificent cause in front of people you won’t be rejected.

Criticism is easy.

Creativity has no guarantees and countless risks.

Marketing your business is creative. Skilled selling and negotiation requires a big dose of creativity. So does making a difference in your organisation or your community. 

I’m in front of more businesses, large and small, than I’ve ever been right now, and I applaud the micro business owners willing to give their dream a go, the change agents fighting for authenticity in their complex corporations,  the charities willing to help people support themselves and the small business owner determined to grow their business who’ll take calculated risks to do so. People like Gill Rustidge, a client of ours from Zizzi Designs. At the age of 56, Gill just took herself on a country road trip to get new clients. She did.  

To people like Gill I thank you. It’s a pleasure and a privilege to work with you.

Now, let’s get back to doing work that matters.

Michael 

michael@mcme.com.au

Blogs, Lies and Videotape

This is a blog about blogging for business.

I'm teaching blogging to small business owners more and more, and right now I'm the guest blogger for Sony's presence at the Just For Laughs Festival playing at the Opera House.

This is my second guest blogging assignment and I'm looking forward to spending a lot more time in the blogosphere.

Why am I telling you this? To let you know I've earned some pro blogging credentials.And, as it's often said an expert is someone who's found many ways to fail until they succeed, here are some lessons I've learnt - and continue to learn - on the way to winning good business and financially rewarding projects. I hope they help.

Why blog?

1. Blogging is good for business. You display your expertise, your thought leadership, your process, and your style.
2. You let your market get to know you and create valuable connections. In other words, they're great for sales.  
3. You educate your market. And education used well is also a powerful selling tool.

How Not To Blog

Bore people. Give your blog some personality. Be disciplined about informing and helping your market, but have some fun with it. Enthusiatically display your interestingness. And no, I didn't know that word existed either.

Be Too Personal. While it's great to let people get to know you, a business blog is not a personal diary. Use personal experience as a springboard to deepen and strengthen lessons.

Don't spend any time on the title. I've had three titles for this blog, and the reason I discarded the first two is that one was all about me and my current project, the second was uninteresting and the third came to me three days later after being entertained by some outstanding comedians. The title of this blog is also aimed at Gen X and Baby Boomers, who make up the bulk of the blog's readers, many who know the film 'Sex, Lies and Videotape.' Videotape's dated you might say? Great. I've got a reaction. We've made a connection.

If I were writing for Gen Y I'd borrow from Lady Ga Ga and tell them to 'Blog this Way.' A good title is a great hook. Back that title up with solid content and give your audience a payoff.

Play by other people's rules. Someone said about my first ever blog post, 'It has to be shorter.' No it doesn't. It has to be good. It also needs to be relevant, timely, helpful, entertaining, smart, and on brand.

Don't read other blogs. One of my first writing teachers, a brilliant playwright name Timothy Daly, said the most commn mistake most writers make is not reading enough. Follow bloggers who interest you and check out what they do.

Final Words

Make a schedule and stick to it. And if for some reason you lapse, get back in the swing and keep blogging. Chances are people are searching your name online more and more now, whether it's to headhunt you or do business with you (I got this latest assignment based on the fact that the client liked my online presence as well as my offline performance).

Mix your media. Mix in a podcast, video or even a competition (this one's going gangbusters).

Keep yourself nice. Don't dis others and be honest about your achievements. This platform is a personal PR tool. Be mindful of how you'll be perceived by venting or falsely self promoting here.  

If you're already blogging, great. If, like some of my clients, you're scared by the blogosphere, don't be. Brainstorm as many ideas as you can and get a list that tells a story and helps your market get to know you, and want to know more about you.

You know more than you think you do.

Now let them know it, and let them get to know you.

Michael
michael@mcme.com.au