It does pay to do the right thing - especially online!

Service businesses beware! In a news report today it was announced that a renowned (despised) spam-generating company in Perth, Western Australia was fined $5.5million. They had sent up to 75 million unsolicited emails. And I should know - I used to get some.

Many service providers and professionals are lulled into thinking that it is OK to send unsolicited emails. After all, it looks and smells a bit like direct mail by post. Doesn't it?

However there is a big difference. It is not illegal to send direct mail by post to people you have never previosuly had contact with. But email communication is treated a bit differently.

Take note... As long as you follow the rules it is not illegal to send emails to your list of prospects either. The company in Perth made mistakes by accessing (or harvesting) email addresses from people that never even knew the company existed. And email addresses that had never been made public. And did not allow people to easily unsubscribe.

One of the 3 main bulk email compliance rules in Australia is that you need to have 'implied' consent from the business/person to send them email. Essentially, this means that if someone promotes/advertises their email address you can collect it and use it to contact them.

Same thing goes for email addresses listed on web sites. You can use them - as long as you follow the other 2 compliance rules...

#2 - include a working opt-out link
#3 - identify yourself with address in the email.
(remember, #1 - have implied consent)

Follow the rules and make sure you focus on providing value for your recipients, and usually you wont go far wrong.

Don't make the mistake of thinking that it doesn't matter. Because it does.

A web site that wastes time loses money.

The title of this post is a quote from Gerry McGovern - web usability guru. He talks about the fact that self-service environments (like your web site) are meant to save the visitor time. He mentions Starbucks, who recently realised their new cold coffee drinks were taking too long to make, and this was losing them customers in the morning rush period.

Their self-service was too slow.

My point is this... how well does your web site service your potential clients?

Is it quick and easy for your prospects to find out what you offer - and how they will benefit?

As Gerry McGovern says:

There is a clock ticking fast in your head. You absolutely
expect to be in and out of this place quickly. Because that's
what self-service is about and that's what your website is
about. A website that wastes time loses money.

Adlet's, blinks, and why they wont work for SME's

Have you ever considered advertising on radio, but thought it was too expensive? Well, get this... a radio network in the USA has introduced the shortest radio ad's possible - as little as 1 or 2 seconds. They call these short ad's adlets, or blinks for the 1-second version.

Why are they doing this? In this article from Wharton Business School they explain:

Adlets and blinks are part of a broader shift in a fragmenting media industry as broadcasters try to adapt to new technologies -- such as TiVo and music and video downloading -- that allow listeners and viewers to evade traditional advertising. In addition, many listeners simply change stations when long commercial breaks, known as "pods," begin.

My view is that the ad's will work much like direct marketing - "get it now" - type messages. Especially for brands that the listener already knows. Or to mention a web address (URL) for the listener to visit.

However, in my opinion, for new brands, small businesses (SME's), and unknown products, the adlets and blinks will be a waste of money - even if it is less that what you would pay for a standard 30-second spot. The time is too short to get across any real useful information to tell people why they should buy.

Sales spin and dinosaurs - both are old news!

I couldn't agree more... in her career advice blog Penelope Trunk says "Sales spin only works if you have a monopoly on the real information. In an era where information rules and everyone can get it whenever they want, there are scant opportunities to credibly slant the truth. Instead, you just have to put it out there and hope it works."

In my trust-based sales training course Selling With Confidence this is the approach I teach. The whole idea of 'making' somebody buy what you have to sell is long gone. With the dinosaurs.

These days, as a service provider, you need to have an information rich message to spread amongst your potential clients. They will decide what they like and will respond accordingly.

Not only does this mean you dont need the old-fashioned sales tricks... it also means that prospects are much better qualified when they actually do approach you. The sales process is already underway. How easy is that!

For help with getting your marketing to attract the right clients, maybe you need my Flying Start package. Available for clients anywhere.

Are you a good boss?

What makes a good boss in the employee's eyes? Do the self-assessment and get immediate feedback. This article from CNN Money highlights the secrets to being a great boss these days - including being fair and recognising employees for their contribution.

Take a few minutes and do the self survey. It might just give you the boost you need to be the best boss you can be. If you run a business, or manage staff, this short article is a great read.

Should you be running a business?

Of the material I've been reading lately, a few items overlap on the issue of what makes a good business manager/owner. Do you have the right skills to run a business? Are you the best person to run your family business?

This research conducted by McKinsey Consulting and the London School of Economics clearly identifies that the "eldest son" approach to appointing the chief of the business does not produce the best outcomes. The study of 700 midsize manufacturers across France, Germany, the UK and the US found that family businesses run by outsiders have management scores 12% higher than those firms run by family members. Plus they are more successful.

And this report from the Australian Institute of Management in Victoria identifies the areas of management skills needed by Franchisee's to be successful. It goes way beyond just liking what they are selling.

Writer Serge Sardo (Director of Business Development at AIM) points out that the most successful Franchisee's have skills across all the key management areas of - sales and marketing; strategic planning; financial management and budgeting; general management; and leadership skills.

Join me for complimentary tele-seminar Wed Oct 25, 11am

I'm often asked about conducting marketing seminars on specific topics. Now you can join me for a totally complimentary 45-minute workshop on "The 5 steps to Creating a Client-Magnet Web Site".

You can join in by telephone (the simple old fashioned way) or by using Skype. If you use Skype there will be no call charge at all. However by phone you will need to pay your standard rates.

Date: Wednesday October 25
Time: 11:00am AEST (Brisbane, Australia standard time)
For international readers Brisbane time is GMT +10.
Cost: Nothing. Nil.

During this tele-seminar I will explain what you need to know about:

• How to create the right structure for pages on your web site.
• Secrets of getting better search engine rankings.
• How to write web site copy that brings in new business.
• ... and heaps more

To register your interest in this tele-seminar email me at conf [at] marketingnous.com.au . I will send you the details of where to call. And this really is a no-charge seminar - zip to pay. I look forward to hearing from you.

Is your information trusted?

Results from surveys over recent months as reported in eMarketer.com have shown a continued trend towards people trusting online information sources more, and trusting traditional printed sources less.

Did you realise that Internet blogs, user groups, and chat rooms (combined) are the second most trusted source of information about entertainment news. Most trusted was traditional 'lifestyle media'.

(Sidebar: Read my recent article on your online marketing options.)

You may have noticed the survey related to 'entertainment news'. However, if you are not in 'entertainment', don't make the mistake of thinking this wont affect you. It is a trend that will grow over time.

Other results show that of younger adults (18-29 years) only 20% read a print-only newspaper, compared to 41% for older adults (50-64 years). This contrasts to those who read only web-based news of 7% for younger adults and 4% for the 50-64 age group.

All this means that the marketing landscape continues to evolve. It also means that print advertising may not be as effective as it used to be, as the readership is now more fragmented.

In fact, one client recently told me that since the newspaper they regularly advertise in changed format (from broadsheet to tabloid) the response from their advertising has been zero (nilch). Not good news.

People - your clients - are looking for reliable information they can trust. Make sure you are positioning yourself to be found, or your competitors will.

Lesson from Lord of the Rings land

Last week I was in New Zealand for the annual convention of the business club which I belong to. It's called Business Swap. The photo's here show me enjoying a prize my group won - a fantastic helicopter flight over one of the areas used for filming Lord of the Rings near Queenstown in the South Island.

Our group won the prize by getting the highest score in a fun outdoors activity. We had to follow clues around Queenstown, collecting details, and composing a short story on the spot.

The groups were made up of a random selection of delegates, so it was a good chance to get to talk with some of the other people attending the convention.

But we didn't expect to win. We had fun completing the quest, but thought one of the other teams would have done better. I was even sitting there visualising another team getting the prize - not a positive thought!

So we were REALLY surprised when the points were tallied and we were announced as the winners.

The lesson from this is that you can never be sure you wont win. So next time you have a challenge for your business, or a difficult sales situation, make the best of your opportunity. You never know... maybe you will be successful as well.

News from Christchurch New Zealand

At the moment I'm in Christchurch, New Zealand on my way to a business convention in Queenstown. Photo shows me this morning in a cold and overcast Cathedral Square.

One of the interesting things for me is to notice the different approach taken by people in different regions. Of course this has an influence on marketing tactics used by businesses in that area.

For example, in Christchurch it is quite laid back and relaxed (and cold). If you were marketing to people in this area you would want to keep a similar style. Using a completely different in-your-face approach may get their attention. But it is more likely to distance them from you rather than attract them.