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July 2005
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September 2005

Your Observations Are Interesting to People Who Care

You are a treasure trove of information to your target market. The problem is most small business owners never communicate their knowledge beyond trying to sell their services.

When considering ideas to communicate don't start by thinking, “Who cares about what I have to say.”

Anyone who sees you as knowledgeable and well informed wants to know more about your ideas and views.

Simply start by communicating what you know.

Look for opportunities to write about:

  • New trends in your industry
  • Your observations of what’s good or could be improved in product or service categories
  • Challenges your clients have solved by using your product or service
  • Things related to your industry that happen in the news, both locally and nationally
  • Your observations of other expert’s opinions

You are seen as an “expert” when you communicate your observations and ideas. Once you have established your expertise, people will turn to you for the easy news.

This Weeks Action

1. Start a blog

2. Write about your observations and ideas

3. If you absolutely do NOT want to blog – how about writing a few short articles?

4. Can you talk about what you know at networking functions? If so, create a 15 to 30- minute, information only presentation.

Just remember, do not sell. Give education and value to other people instead.

Next Week

Procrastination is Good, Sometimes

Communicate with Clients and Prospects Regularly

Regular, permission based communication is one key to long term business growth.

Yet, we all tend to let communication with clients and prospects slip. The reason? We say there is not enough time in the day to talk to this vital group of people consistently.

Consider these communication strategies that incorporate creative Human Touch elements.

1. A regularly published newsletter. Reach out, with permission, on a consistent basis. When you do, clients and prospects will understand your ideas and vision better.

2. Blogs. Not only does a blog drive natural search engine traffic to your web site, it forces you to articulate your observations, opinions and ideas.

3. Send a letter. This one is SO old, it’s become new again. Try it. You’ll be very surprised at how well it’s received.

4. Pick up the telephone. Nothing says I care and want to know more about you than a telephone call. Communicate by telephone when you have something relevant and interesting to say.

5. Email. Like the telephone, when the message is relevant, anticipated and interesting, email works. The rest of the time – toss it to the wayside.

6. Seminars and public speaking. Anytime you can communicate to a group of interested people in mass, just do it!

7. Lunch, breakfast or coffee. Sitting down for 30 to 90 minutes with a client or prospect is a great communication experience. Ask them to tell you about THEIR business and ideas. Then listen to what they are telling you.

8. Attend a seminar or event that you find interesting. You’ll enjoy the experience, learn something helpful and meet interesting people with common interests.

9. Golf or any other away from the office fun time. Take a good client or a strong prospect out for a few hours of fun. You will build rapport and get to know more about who this person really is.

This Weeks Action

1. Study the 9 ideas above.

2. Pick one to accomplish this week.

3. For the next 8-weeks after this one, accomplish a different idea, with a relevant client or prospect.

4. On week 9 or 10, email me at to let me know about your experience of turning total strangers into friendly new clients.

Or let me know about how marginal clients became long term and valued advocates.

I’ll publish the best responses in future blog entries at

Next Week

Your Personal Observations Are Interesting to People Who Care.

Do Understand What Business You’re In?

Kids can really help you notice things. This past week, we found out about Golden Gloves Minor League Professional Baseball. I never heard of it, saw a sign somewhere, looked it up online and found out we had a team playing in our area called the Surprise Fighting Falcons. Who knew?

Of course, my stepson, passionate Little League catcher, Shane, wanted to go. So we did. Our Safeway Club Card even got us 2-for-1 tickets. $20 later my wife Michelle, Shane and I were sitting behind home plate, in the first row, watching the game.

As the game progressed I became curious. How had I missed this all summer long? I started asking questions, which led to Shane being invited back the next day to throw out the first pitch.

Next night, another $20, closer seats next to the Fighting Falcons dugout, Shane was throwing out the first pitch, playing the between inning games, announcing the home team players coming up to bat in the bottom of the 6th inning and having a baseball signed by a number of our home team players.

P8160423Needless to say, it was a real thrill for Shane. I liked seeing Shane enjoy baseball close up. Michelle was thrilled by all the opportunity Shane had, interacting with the coaches, players and  even the event itself.

The team’s people told me, “The crowd isn’t so good because the team was in third place and not doing well this season. NEXT season will be different, once they are playing better.”

Are you kidding me? Baseball is NOT the real story the Fighting Falcons need to tell. Instead, tell me about the players signing a baseball for kids. Let me know how close to the big league looking action your family can sit for just a few bucks.

Tell me about the look on your son or daughters face when they are asked to throw out the first pitch or announce the batters coming up to the plate for the bottom of the 6th or leading the crowd singing “Take me out to the ballgame” in the 7th inning.

It looks like big league baseball. The young and young at heart are thrilled.

The Surprise Fighting Falcons are in the “creating family moments” business. But it appears they think they are in the new professional league baseball industry.

How about you? Are you telling the most compelling story to your target audience?

Learn from the Surprise Fighting Falcons. Make sure your story is gripping and correct. Then tell it in an entertaining, creative and exciting way.