May 2003

Techno-possible

It occurs to me that technology is playing a big part in some huge shifts going on in our world today—some seemingly negative and others positive. But maybe negative and positive are judgment terms and we don’t really need them.

First computers saved us all hundreds of hours every year in mundane tasks. Then, they took away thousands of blue collar jobs.

First the Internet created near-instant global connectivity (at least for those with computers). Then it resulted in extreme isolation as we no longer needed to get with real people in order to gather information or engage in commerce. And now the practice of blogging is making it possible for some of us to get to know each other much better.

Now also, according to Tom Peters, technology is stealing white collar jobs. And yet at the same time it’s making it eminently more possible for those no longer in traditional roles to run their own businesses. Many services that used to require the help of an employee can now be done by the business owner. Affordability.

While the Internet makes competition not just fierce but international, it also creates very affordable marketing opportunities with email. And, of course, even the little guy can look as good as the giants in the marketplace .

Technology that powers the Internet and makes long distance calling so affordable means dramatically expanded potential markets. How much business have you gotten from your website? You ought to be getting at least some.

May 2003

Multi-sensual marketing

Just completed work on a video message for one of Cleveland's fine companies to mark their winning of the NorTech Award for Innovation.

Marketing with a video message can be a very powerful tool for enforcing your brand (or your name if you're an author) when it depicts the true spirit of your company or your book. With the right script, the right talent, the right director and the right videographer, a video spot compels your prospects to feel the energy of your message through multiple senses--and is thus guaranteed to have far greater impact than a print-only message.

And guess what? Your website can serve up that powerful message to your visitors without your having to purchase air time on anybody's television station...

Think about how compelling we find the messages in those truly great 30-second commercials that come along periodically. Now picture your prospects feeling that way about you and your message.

May 2003

Choose your customers

Bet you didn't think you could do that, right? Well, we all get into that frame of mind sometimes. But here's the thing: you can turn the price-motivated customer into the other kind: the relationship customer. It's all in how you treat the people you deal with.

Even if you think that you or your salespeople are not the perfect personalities to make every prospect feel comfortable, there are things you can do to make it easier to have a real relationship. Give every one of your customers:

• Priority status


• Your full attention at all times


• A fair price


• Careful listening to complaints


• Immediate response


• The fastest delivery possible

Take every opportunity to treat your customers like royalty. You won't necessarily convert them all; but a good percentage will become your loyalty customers.