Couch sessions: I bought a business with a bad reputation

You cannot run a business on instinct alone. Growth isn't just about revenue; it's about rejuvenation. Developing, managing and growing a small business is a tremendous challenge. If your mission and purpose have been lost in the daily grind and fire-fighting, contact me TODAY! ... Everything I share is common sense, practical and realistic. This week on Couch sessions...

Q: I have invented and manufactured the first mass-produced origami flower in the world. The Origami Bonsai Instant Flower is a pre-folded origami shape that opens instantly to reveal a beautiful flower. Because the shape is initially flat, these flowers can be inserted into greeting cards and opened by the recipient. I have sent multiple proposals to both Hallmark and American Greetings, but they've all been sent back unopened. How can I let these greeting card manufacturers know about my beautiful compliment to their cards? Benjamin John Coleman, www.OrigamiBonsai.org

A: Have you considered marketing your product to local crafting stores? Try your local connections and resources first and build up to a regional and national presence. Novelty shops are also potential vendors for you to consider.

Q: Why is there such a stigma out there attached to self-published books? The fact is that they are becoming more and more popular, yet grants, awards, distributors and stores are heavily geared towards authors that go through big publishing houses. Susanne Alexander-Heaton, http://www.abcfaeries.com

A: I have limited experience in the “self-published” arena. However, I do know that sometimes long-standing industries can be slow moving to adapt to new trends and “self-publishing” is still relatively new. Keep in mind self-publishing cuts out the control, profits and revenue for the corporate/brick and mortar publishing companies. If they can’t get a piece of the action, there will be little incentive to pursue the new trend.

Q: I think the number one challenge for an entrepreneur with a new concept, product, or service is sharing their vision & story. What process would you recommend startups use to craft their message? Jimmy Tomczak, TOMBOLO LLC

A:  It’s always good to start with a SWOT (strengths, weaknesses, opportunities and threats) analysis. The objective is to capitalize on your strengths, minimize or exploit your own weaknesses, prepare for opportunities and carefully address your threats. Within all of this is your message. Another avenue to consider is to get ultra clear on your product or service and the target market you seek to serve. Your message should speak to them directly, identify and address common concerns and problems and provide the solution.

Q: I started a business with my daughter earlier this year and although I seem to have gotten the knack of getting visitors to our website with article marketing and by commenting on blogs and online articles, I'm not getting many sales. I'm constantly studying articles on improving conversion rates and have even redesigned the sight, but nothing seems to help. My mother, the cynic, told me it's because my site has to do with "religion" (we design and sell funky Christian bumper stickers) but that's obvious considering the comments I post. I just can't figure it out. Is it because I don't have any bullet points, no Facebook or Twitter buttons (which I can't figure out), or I don't know what. Jennifer Slater, www.EightyEightPercent.com

A: It’s not so much that your product is connected to “religion,” but a question of if you are connecting and speaking to your target audience. Are you commenting on blogs whose audience would identify and use your product? In addition, what do your “calls to action” look like? Are you ASKING for visitors to take action? Are you ASKING for the sale? Often times, you have to be very specific in getting your clients to take action. Review the “flow” of your website page and look at from a customer’s point of view. Consider using landing pages (like unbounce.com and wildfireapp.com) to encourage visitors to take action.

Q: We recently took over a packing and crating operation that had been servicing the Beverly Hills area for over 40 years but we opted to keep the name, Banner Packing & Crating. With the exchange of the keys came a few snags along the way. One that we experienced was in the form of a few Negative Online Reviews. Our business is not catered toward online much – but after a search – there are a few reviews on some of the bigger sites (yelp, citysearch) that contain outlandish remarks bashing our business. How can we contend with these negative reviews that now litter our search results? Legally, we understand that there are limitations to our stance on this, but we feel helpless. In these difficult times, how can we help clean up our tarnished public/virtual image? Adam Scott Paul, http://bannerpackingandcrating.com

A: Although it’s too late now, it’s so important to be thorough in your due diligence when purchasing a business or making any big business decisions. With that said, do you know how many times Donald Trump has filed for bankruptcy, yet still appears to be one of the richest men in the country? Have you ever noticed why sometimes a nationally (or even globally) known corporation will change it’s name or re-brand itself? What about failing businesses that get taken over? Businesses “re-start” more often than you think. Starting over may not be necessary, but perhaps changing the name of your business is. Perhaps you should have a conversation with your attorney and tax advisor for the details, benefits and disadvantages of changing names after the fact. If you haven’t changed the infrastructure of the previous business, I would also be very clear on what “mistakes and errors” where made that caused the negative reviews in the community so that they can be corrected. 

Now let's talk about YOU! Are YOU a struggling, frustrated or just inquisitive small business owner? Need help NOW? Get a quick tip here for your specific business concern. An Introduction to Micro Business Therapy session is held monthly (no cost). Register here. Be sure to subscribe and RSS this column at the top.

Couch sessions: What do I do about bad press?

Q: I own a micro publishing company that prints books using print-on-demand technology. The books are on Amazon and available as e-books, but it seems to take a one-on-one approach to get them distributed to bookstores because conventional distributors don't deal with print-on-demand. Any suggestions for how to get books distributed more efficiently? Nancy Lynn Jarvis, http://www.goodreadmysteries.com

A: Look for book clubs that specialize in your genre, do virtual book tours, connect with local small bookstores and start your own book club. Have you considered or looked into on-demand publishing sites like www.lulu.com, www.selfpublishing.com/, www.cafepress.com? They eliminate the need to hold inventory and order large quantities.

Q: Press Releases are a big part of our marketing strategy and I have yet to get a consistent straight answer on two questions and I was wondering if you had some insight. Since we basically live in the virtual world, we take advantage of available online newswires. My first question- is there any real advantage in paying for a service versus the huge number of free ones? When I talk to PR professionals they say yes, when I talk to other business owners they say no. My second question; is there an advantage to posting a story on numerous newswires? Is it considered bad etiquette? Jeff Bogensberger, http://www.socogames.com

A: I am by no means a PR expert, however, experience and research tells me that press releases are most effective when they are relevant, prepared with pertinent information and sent to reporters you have cultivated relationships with. Get to know your local reporters. It’s less about paid v. free and more about “where and who” the press release is being distributed to. Connecting to a focused audience is far more effective than a random one.

Also read these articles: 

http://www.canadaone.com/promote/newsrelease1.html

Tips from a recovering journalist: How to write effective press releases that help SEO

10 key elements of an effective press release

Q: A friend of a friend asked me if I could do him a last minute favor and participate in a webinar conducted by a female Silicon Valley business consultant. I told him that I was in pre-launch mode and not a suitable case study. The recruiter assured me that I was qualified and that the webinar was a low-key event. Putting my desire for knowledge ahead of my personal fears, I stayed up all night reading the "expert's" summaries on "clarifying your business."

The next morning I had 3 minutes to present my business in front of 25 callers. The expert shot me down, humiliated me, and accused me of not reading her teachings. She did the same thing to the other female presenter. This public lashing was recorded, posted on her website and followed up by a scathing written summary of me and my business. The recruiter called me and apologized profusely. I demanded that the summary be removed immediately, citing defamation, as I am a public person.

Her personal attack about me "not doing my homework and ‘spraying and praying’" was removed, but her negative summary of my business and the webinar recording remain live on the web. This is hardly the first impression I want consumers to get if they Google my business. The follow-up emails soliciting her curriculum, magnify the consultant's strategy: Make the entrepreneur feel they need to be cured by purchasing your materials. Is there anything I can do to correct this? Jeanne Chinn, http://www.jclaboutique.com

A: What a horrific experience! Are there any avenues for a “rebuttal?” Is there anywhere on the site where you can submit YOUR point of view on what took place and correct the mis-information? What are the odds your clients will even read or listen to the audio? Do you have a blog? Write about your experience so that your readers get both sides of the story. A quick Google search of your business name did not find any “negative” information about your business. I would try to let it go and focus on continuing to provide your clients with the same wonderful experience you’ve been doing. One small incident can be easily overlooked by the abundance of your “excellent client service” and positive brand presence. I have a feeling the business consultant damaged her own credibility just in publicizing her poor business demeanor. Continue to monitor both your name and your business name. It’s good business practice.

Here is an article for additional insight: Six things you can do to remove bad press from the search results http://t.co/rZW2UjN 

Now let's talk about YOU! Are YOU a struggling, frustrated or just inquisitive small business owner? Need help NOW? Get a quick tip here for your specific business concern. An Introduction to Micro Business Therapy session is held monthly (no cost). Register here. Be sure to subscribe and RSS this column at the top.

Couch sessions: How do I market my app?

Q:  We recently had an issue where a vendor refused to pay an invoice.  There were no complaints about the service.  Their stated reason was a matter of the vendor’s employee who made the agreement failing to get authority.  It was frustrating because a quarter of a billion dollar company that made thousands of dollars off of our promotion refused to pay our $600 fee. We brought 400 customers into their store and watched them ring up dozens of high-end sales. We learned a lesson and will now require prepayment before executing a promotion.  But, what should we have done?  $600 is not worth suing over.  We don’t want to create bad blood.  But, they took advantage of us.  When should we write something like that off as a loss and when/how should we get more assertive? Carl Ewald, www.ODDysseyHalfMarathon.com

A: As a business owner, you need to choose your battles and determine what you will consider a “lesson.” It sounds like you have done just that. Recognizing an error that could be prevented in the future and making an immediate adjustment is key to being a wise small business owner. Determine how long you are willing to “wait for payment,” what your “cut-off” (dollar amount) is to proceed with legal action or write off, make it all policy and stick to it.

Q: As other one-man business owners know, you have to wear a lot of different hats to get the job done. One of the most painful parts for me is trying to get new clients via cold calling. I hate that "telemarketer" type approach. Do you have any tips for making it easier or getting clients another way? Also, are there any good services that do the calling for you for a fee? Matthias Hager, http://www.2helixtech.com/

A: Is “cold-calling” necessary for you to connect with potential clients? An effective and efficient way to connect with clients is social media and social networking. First, contact your sphere of influence (friends, family, associates, local vendors, group members, people you talk to on a regular basis, etc.) and see if anyone has any potential leads. We are only 6 degrees of separation from those who can take us to the next level.  Identify your specific audience, create a marketing message that clearly states the benefits of your product or service, find the social networking sites that your ideal clients use and start sharing relevant information, introduce yourself and make connections and start cultivating relationships. Social media is a very powerful and effective tool when planned and used properly. I can tell you this from personal experience. I’ve never made a cold call and I was only on Twitter for 6 months before I was mentioned in Forbes as one of 30 Women Entrepreneurs to Follow on Twitter. And yes, I have gotten clients from Twitter and other social media networks. However, again, it takes planning and time.

Q: I launched "THAT SHOULD BE ON A PILLOW!" for the holiday season in 2008, right after the meltdown. Not the brightest move, especially selling a "non-essential," high priced item. I have consistently gotten rave reviews from all of my customers by over-delivering on product and service. They don't expect the attention to detail and craftsmanship. The orders are trickling in-- 58 items so far this year. Two of which were corporate orders. I think the only way to make money at this is with multiple orders of the same design (corporate gifts, weddings, special events). The individuals who find me by Googling "custom phrases on pillows" are never going to create enough volume to get me out of debt, I net 20% per order. And shipping costs are killing me. Do you think focusing on corporate gifts would be the right move? Would firms be interested in the pillow as a gift idea that could feature a corporate credo, the CEO’s mantra, an advertising slogan, a sales lesson, etc? Are event/meeting planners a good target? Many thanks for your help.  Anne Marshall, http://www.thatshouldbeonapillow.com

A: You may want to start by analyzing/profiling your previous sales. Develop a short customer survey. What exactly interested them in your product, why did they purchase from you and how did they find you? You also need to look at your client demographics. In addition, some market research on novelty items and purchases will give you some insight on other potential target markets. You may want to consult with an SEO expert to see how you could incorporate keywords like “novelty” “corporate gifts” “bridal gifts” etc. into your website. The wedding industry sounds like a viable place to market your wares as well (bridal gifts). Are there any potential collaborative partners/vendors you could connect with?

Q:  I launched a new iPhone app, ✄ Fabric U ✄, a few months ago with much anticipation. This was going to be the app of all apps. The one that I could bank on, the one I could retire on...you get the idea. I haven't had an avalanche of downloads since. What I've earned could pay a few bills, most of the utility variety. I'm actively promoting my app by commenting on related blogs. That's probably the extent of my advertising. I also have a t-shirt that says, I app-solutely ♥my ✄Fabric U✄ iPhone app! Anyhow, I'm working on another app, ✄Yarn U✄, which I hope will be even more popular...however, I'm haunted by the humbling lessons I've learned on my first app. What can I do to learn more about my audience for my first app, which I can apply to my newest product? That said, I don't know who's buying ✄Fabric U✄. If I knew more I could re-jigger the content even the app promotional content on iTunes. Do you have any ideas for me? Mary Beth Klatt, http://tinyurl.com/242bua9

A: I would suggest you find a way to capture nominal info (demographics) on your buyers as a starting point. Perhaps as part of the “download” or purchase process. Where are people who would benefit the most from using your application “mingling?” Are they even tech-savvy? Can you partner with another vendor who may have access to your ideal clients (i.e. Joann’s, Michael’s, local arts and crafts stores, etc.) They could add/incorporate your app into their site, marketing, etc. 

Now let's talk about YOU! Are YOU a struggling, frustrated or just inquisitive small business owner? Need help NOW? Get a quick tip here for your specific business concern. An Introduction to Micro Business Therapy session is held monthly (no cost). Register here. Be sure to subscribe and RSS this column at the top.

Couch sessions: Should allow comments on my blog?

Q: We've noticed that some competitor's websites suddenly started coming up with very similar ideas than the ones we have been promoting on our site (i.e. very similar promos, very similar ways of engaging customers on social media, even very similar pictures--to the point of really thinking those were taking from our site, among others), how can we deal with that in the best possible manner?, direct confrontation?, ignore and move on? Andres Arangomuichic, LLC, www.muichic.com

A: Contact your local SCORE office and speak with a counselor who specializes in trademarks and copyrights. You want to be sure that you are properly protecting your intellectual property. Once you have done so, you are then in a better position to defend your what is rightfully yours. Don’t hesitate to speak with a trademark attorney, if need be. Protect yourself at all times.

Please review the following articles: Checklist for trademark and copyright issues on your website and What to do when someone copies your website

Q: JustGano.com is a fashion jewelry monthly membership club. All items in the extensive collection are free. The only charge is a monthly membership fee and members get to create a wish list and receive the number of items pertaining to their membership plan. We currently have six membership plans. My question would be, what would be the most beneficial retention method for a canceling member to a membership/subscription-based business. Eliana Noboa, http://www.JustGano.com

A: If you will be contacting canceling members in the future to encourage re-subscribing, keep it simple. Create a file, folder or database of canceled memberships and just call it “Canceled Memberships.” However, be careful, when people cancel, they do so for a reason. Unless you know the reason (short survey question upon cancellation) and are willing or have the capacity to correct the issue and offer an appropriate incentive to re-join, you may want to avoid re-engaging them.

Q: Should I take my product into general distribution via brick & mortar grocery stores or stay virtual? Since the launch of my first initial spice blend I have been focusing solely on virtual sales and online market places to sale my spices directly to consumers, such as foodzie.com. I believe it helps with getting my product to my customers faster and fresher since everything is ground fresh to order. I also think it builds a stronger business to customer relationship over time while cutting out brokers and middlemen. Am I making a mistake by by-passing the normal distribution through brick & mortar grocery stores? Michael Anderson, www.SpiceCrafters.com

A: Consider the benefits of a “brick and mortar” store (i.e. local presence, in-person contact, etc.) Do they outweigh the disadvantages (i.e. permits, inspections, overhead, etc.)? It sounds like you are doing just fine virtually. Could you expand virtually (collaborate with “brick and mortar” stores and other virtual  businesses) and find ways to enhance your client service and client experience?

Q: I am growing slowly, making a little money, yet I don't know when I should take money for myself or keep everything in the business. I have outlaid money, and would like to pay myself back...wanted to know if there was a magic formula for doing so. Dhana Cohen, www.thenextbigzing.com

A: Yes, if you are turning profit, at some point, you do need to take a salary even if it is a small one. A tax professional can provide you with the details.

Q: As part of my business, I write a blog. When I was setting up my blog, I was planning on allowing comments. My webmaster stated that I shouldn't allow comments because I wanted to share information with others, not receive information. Recently, a colleague told me that I should allow comments on my blog to promote discussion around my topic areas. Should comments be allowed on a business blog? Thea Lobell, Ph.D., Http://drthea.com 

A: Even when the purpose of your blog is to disseminate information, allowing comments on your blog is an excellent way to increase traffic to your blog; which should be the goal. Comments are a great way to glean insight and generate additional discussions that you could provide your expertise on. If you are concerned about controlling what others say, simply “moderate” the comments before they go live. 

Are YOU a struggling, frustrated or just inquisitive small business owner? Need help NOW? Get a quick tip here for your specific business concern. An Introduction to Micro Business Therapy session is held monthly (no cost). Register here. Be sure to subscribe and RSS this column at the top.

Couch sessions: How do I reach customers in a content-flooded social media environment?

Q: I find it very hard to keep expectations of and lines of personal verse work in my relationship with employees, vendors, salespeople, PR etc. I tend to give everyone a chance and am clear when they do not perform but it is getting harder and the emotional strain seems too much. I care about the people I work with, I want to know about their lives, but when I recently let someone go for non-performance I realized how hard it was both for me and her given our personal relationship. I am also a single mother of 4 and many people who work with and for me have contact with my family. It is impossible to keep them separate? Heather Belle, www.heatherbelleco.com

A: Many small business owners find it difficult to separate business from friendships, especially when staff feels like “family.” Perhaps you should re-evaluate your boundaries. Know and understand what is more important, the vision and purpose of your business or the friendship? Tough decision, but one that certainly needs to be adhered to and remain the focus.

Work toward making the working atmosphere more professional and less personal. You have to learn not to allow your personal feelings, either positive or negative, to enter into the office place. Some steps in the right direction might include: treat your friend professionally, just as you would any other business associate. Keep personal favors, perks or bonuses that others are not entitled to out of your office. Leave friendship issues at home where they belong, but keep the lines of communication open.

Q: I work in information technology. I am a small business supplying "business analysis" skills to a variety of industries (private, government, finance) and various sized companies. The role of business analysis is very generic. Anyone (including your goldfish) could claim to be experienced at business analysis. There aren't any real credentials. Project Managers, by contrast, have the PMP designation, which helps differentiate information technology people in that role. How does one differentiate a business analysis company in today's tough market? How does a company differentiate itself in today's market? Joan Krammer

A: You raise a valid concern, Joan. The term “business analyst” could be applied to a myriad of industries. One way to differentiate you and your business is to focus on answering or solving specific core issues and pain points of your client base. What is it that you specifically help them address/solve? What is your niche or specialty? Surely, there is an area that you have in-depth knowledge, skills and expertise. A marketing message that consistently conveys that will be a good place to start in educating your ideal clients and target market on who you are, what you do and why they should choose you over your competitors. Being able to meet clients’ specific needs more effectively and efficiently than someone else is what helps create a niche. Get specific and laser-focused about what you do, how you do it and for whom you do it.

Q: Over the past eighteen months we have hired acquaintances, individuals referred to us, and those we've met via social networking to work on various projects from copywriting to graphic design. While everyone wants the work (and needs the money) they have let us down - either by having overstated their capabilities or just plain dropping the ball. How or where can we find these rare nuggets who are experienced, reliable and talented? We are exhausted and frustrated because we can't locate strong, reliable, talented individuals to help with the load. Brandie Young, www.MarketingTBD.com

A: Be sure to review your job description carefully. Are the required skills, experience, information and expectations accurate and specific? What is your screening process? How extensive is your background/ reference check? Have you considered utilizing a professional HR company or representative who is experienced at matching employers with appropriate and suitable employees? For the amount of time and money you have expended going through your network and acquaintances, training, etc. it may just be worth and cost you the same having HR professionals address your staffing needs.

Q: As a startup small business, how do I reach customers and stand-out in a content-flooded social media environment? With all the re-tweets and services posted every few minutes, what is actually getting read? Jennifer Furr, www.PictureThatSound.com

A: Before you utilize and delve into social media, have a plan. What specifically are you trying to accomplish (i.e. new clients, sales, increased brand awareness, establish expertise, etc.) Each one has it’s own method and message. Also, who is your audience? What is your niche? When you’ve determined your purpose and your audience, you can edit your content so that it speaks to a specific group of people. More importantly, your content needs to be viewed in the appropriate venue. (i.e. if you are speaking to CEO’s and executives, you would not distribute your message and content on Facebook, but perhaps you would use LinkedIn and other sites that cater to CEO’s and executives).  

Are YOU a struggling, frustrated or just inquisitive small business owner? Need help NOW? Get a quick tip here for your specific business concern. An Introduction to Micro Business Therapy session is held monthly (no cost). Register here. Be sure to subscribe and RSS this column at the top.