Ditch the Dusty Widget

If You Add Content, Will They Come to Your Website?

noreply@blogger.com (Tara M. Bloom) — Fri, 28 Aug 2009 02:42:00 +0000

Just saw this blog post (Great Content - The Secret to Success? Maybe) from Pete Hollier at SEO Wizardry.ca.

I love how he calls attention to the theoretic divides between the inbound marketing strategists who put a stake in the ground around PPC (pay-per-click), social media marketing, search engine optimization, or content development.

As an inbound marketing strategist and a small business owner, I read A LOT of articles about all these varied school of thought and have generally concluded that there a mix of all strategies is the best way to go.

Pete makes that point in his article, too, and I found it rather validating.

Each inbound marketing strategy has its own pros and cons, its own business requirements (guidelines, costs, management, care & feeding) and its own audience. The strategies that will work best for your small business are the ones that:

you can implement
you can follow through with and maintain
you can afford
reach your audience

Want to know more? Just ask me.

Top 10 Free Sites to Add/Submit Your New Website

noreply@blogger.com (Tara M. Bloom) — Tue, 25 Aug 2009 18:13:00 +0000

After you design, program and populate your website with content, you want to get it found online.

If your website was produced by a professional, s/he probably submitted it to the search engines for you. But if you built your website yourself, here are the next steps.

Submit your website URL to Google.

Submit your website to Yahoo!

But what about MSN—I mean, Bing? And what about AOL, Lycos and Ask? Bing may be coming into its own, but the rest of the search engines partner with the big ones above to get their feeds. If you're searchable on Google, you'll be searchable on AOL.

Just listing your URL with the search engines doesn't mean you'll get traffic, though. Nor does it mean that the search engine spiders will spend any time crawling through your pages of brilliant content. They may just hit the home page and run.

To get the crawlers to come back, and to start the process of building inbound links to your site, list in free directories. To assist you, here are:

Tara’s Top 10 Free Sites to Add/Submit Your New Website:

Craigslist.org (create a classified ad in the business services section; this isn't a permanent submission, as it comes down after 7 days, but it helps get things jump-started)
Local.com
Aboutus.org
OregonLive.com Business Finder (Not from Oregon or SW Washington? Look for a similar service at your local newspaper.)
Weblistings
Open Directory (Good luck with this one; I've been trying for two years to get Maternitique to appear here.)
DirectoryM/Business Journals (national network of business journals online)
MerchantCircle.com
Biznik.com
Hotfrog.com

Questions? Just ask.

And yes, I know it’s been a while since I posted. Okay, a long time since I posted, but I’ve been busy!

You Know It. Do It.

noreply@blogger.com (Tara M. Bloom) — Wed, 18 Mar 2009 14:45:00 +0000

Do you ever catch yourself in this kind of desperate pursuit of information, feeling as if you can only move forward when you learn enough?

Sometimes, my fellow entrepreneurs, this is a trap. "Enough" information is an illusion.

I'm a vocal advocate of life-long learning and believe that there is always room to educate ourselves and improve ourselves, our careers, our skills.

And yet, there have been times over the last few years of starting my own businesses when I've caught myself saying aloud, "I don't know what to do next," or "my business would be more successful if only I knew how to _________ (fill in the blank: market online better, improve my site's search engine rankings, tell my story better, tap into the power of social media)."

Gripped by indecision, I've spent weeks, or even months, researching, reading books, attending workshops and conferences, taking experts to lunch and digesting dozens of electronic newsletters and articles online only to discover through all my questioning that I already knew most of the answers.

I began to realize that I wasn't going to find earth-shattering advice or sure-thing strategies that would guarantee success in my endeavor; what I was reading and learning were things I already knew. And that's when I realized that I wasn't really looking for answers. I was looking for safety.

It was my doubt and lack of confidence causing my indecision, not my lack of knowledge.

Sure enough, when I imposed on myself a moratorium on more learning and challenged myself to doggedly move forward in doing the work, my businesses started to flourish.

If indecision has you stopped in your tracks, there won't be "enough" information to move you forward. You have to find the courage to implement and act on what you already know.

Recently on LinkedIn, Andrea Stenberg of The Baby Boomer Entrepreneur posed a question to business owners, asking: "How do you know when you need to keep learning and when you need to stop and implement what you know?"

Andrea chose my answer as the best response to her question, and here's what I wrote:

If you have to ask, it's time to implement!

When I was first launching my businesses, I took course after course, read book after book, devoured newsletter after newsletter. At some point, I became aware that I already knew much of what I was consuming; it wasn't knowledge I was seeking, but confidence.

Sometimes, we choose to pursue information to try to protect ourselves from making mistakes. If that's your motivation for spending money on courses instead of marketing campaigns, STOP!

Being a small business owner requires risk-taking and "mistake-making." So go out and make the mistakes. There's more than one way to learn!

Following that Q&A, Andrea wrote a great article on her website (that includes a quote from my response, how cool!), including five steps to break your dependence on outside information and to start making things happen.

Are you an information junkie? Read Andrea's challenge to "Get Off the Information Merry-go-Round and Start Implementing What You Know."

Then stop reading, and start doing.

Colonoscopy Sweepstakes on CBS

noreply@blogger.com (Tara M. Bloom) — Fri, 13 Mar 2009 17:43:00 +0000

Does anybody else think this is just wrong?

http://promotions.mardenkane.com/cbs/cbscares/

Watch the video:

http://www.cbs.com/cbs_cares/video/video.php?cid=822059380

International Entrepreneur Perspectives: O Canada!

noreply@blogger.com (Tara M. Bloom) — Thu, 12 Mar 2009 18:27:00 +0000

Canada has great online resources for small businesses and entrepreneurs.

In addition to The New York Times, Entrepreneur magazine, and assorted online marketing newsletters, I also subscribe to Canada's national news source, the National Post. Each week, I look forward to reading its Financial Post. In it, there's always a variety of detailed stories about small business ownership that provide practical, useful information no matter where you live and work. To see what I mean, start by checking out the series 12 Weeks to Startup as well as the following stories:

Should I use a call centre?

Optimism key to entrepreneurial heart

Timely Tips for Recession-Racked Entrepreneurs

The Canadian government also has a wealth of information for entrepreneurs, including great business planning guides and even an interactive business planner software.

Enjoy!

Did You Miss Me?

noreply@blogger.com (Tara M. Bloom) — Sun, 08 Mar 2009 01:30:00 +0000

Thank you to all for your e-mails and inquiries as to my whereabouts in the blogosphere.

I'm here! I didn't drop off the face of Blogger for any negative reasons. On the contrary, both of my ventures have been growing and keeping me quite busy.

In August, Maternitique had joyful news with the arrival of a bona fide celebrity customer. She kept us busy for several months and the excitement was just too much for me to handle! No really. I couldn't eat. I couldn't sleep. I almost cracked. Hence, I dropped the blog.

While the store has been getting more mature and shop-worthy, I've also been developing relationships with truly fabulous copywriting and consulting clients. Websites, proposals, newsletters, direct mailings, press releases, brand platforms, articles...I've been working on just about everything! In fact, you can see updates to my portfolio here.

To answer all of the "Are you going to keep writing your blog?" questions: I don't know.

If I do, I'll be irregular with posting. While there's so much I could write about, so many lessons learned over the last several months, new books and resources to share with you, and so many new developments in the world of marketing and business ownership in this s**thole we call an economy, my plate is really too full.

But in case you were wondering, I've missed you! There have been so many times over the last few months that I've thought, "Oh, that would make a great blog post," or "I have to share this teachable moment on my blog."

I'll do my best to check in again and try to share with you. Feel free to do the same!

» Copywriting Is One The Most Important Things Search Engine Optimization Journal - SEO and Search Engine Marketing Blog

noreply@blogger.com (Tara M. Bloom) — Sat, 07 Mar 2009 17:38:00 +0000

» Copywriting Is One The Most Important Things Search Engine Optimization Journal - SEO and Search Engine Marketing Blog

Posted using ShareThis

It takes more than just any old content to succeed in have a fully optimized website. It's worth it to hire a professional writer, and not just not any old writer, but one who has proven experience getting results on the Internet. Oh, I don't know...someone like...me?

Read the above and don't just take my word for it!

It's Official: I Have Low Standards

noreply@blogger.com (Tara M. Bloom) — Wed, 27 Aug 2008 21:38:00 +0000

The process of positioning myself as an "expert" has begun, but I can't say that it's taking off quite as planned.

Those media mentions I was expecting from the big name magazines for women - "Bitch" and "Parenting" - haven't happened. Whether the stories were "killed," haven't appeared yet, or I just didn't make the cut, I don't know.

I did, however, manage to be included by name with a reference to one of my businesses in an article about succeeding in the work-life balance as a mother working from home. The article, entitled, "How She Does It: 75 Multitasking Moms Weigh In," was apparently posted in July at Stay at Home Mom Answers, an online community to support stay-at-home moms.

Here's the mention:

After email threads and discussions with these 75 women, one recurrent piece of
advice rings through repeatedly:“Lower your Standards.” For some, like Tara
Bloom, a divorced mom of an 11-year-old daughter who manages online maternity
and baby business Maternitique.com, those “standards” apply to the definition of
“clean home.”

To read the full article, click here.

Okay then. I'll point out that I offered advice in the interview, too, but apparently the most newsworthy thing that I have to contribute to the discussion of how to balance work and life is that I can't do it and maintain a clean house at the same time.

Which is true...and why my writing clients are never invited to meet me at my office.

Tune in next time when I'm quoted in Entrepreneur magazine admitting to working for days on end in my pajamas without bathing.

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 26 Aug 2008 21:54:00 +0000

I can handle whatever gets thrown my way.

Marketing Messages That Sell: Using Puns

noreply@blogger.com (Tara M. Bloom) — Thu, 21 Aug 2008 13:20:00 +0000

Small business owners need marketing genius.

We’re not able to compete with the big boys and their big advertising budgets. Those of us who advertise in newspapers or magazines usually have smaller sized ads that can easily get lost on the page. We need to stand out.

One way to do this: pun.

A pun, or a play on words, can be effective as a marketing message because it gets people’s attention—and the first challenge of creating marketing messages that sell is to succeed in getting people’s attention.

When skimming over the newspaper, glancing at billboards, or digesting the chatter of the radio that’s on in the background, a play on words makes people stop and think.

What was that?! Did I read/see/hear that right?

A recent ad in my neighborhood newspaper made me do just that.

It’s a very small ad—only 1.75” x 2”—but it made me stop on the page, smile, and read it in detail. It also made me think about what was being advertised and whether it would benefit me.

The ad is by a business called The Cycling Salon. Their logo (pictured above) is awesome; it’s playful and sets the tone for the pun to come. You see, The Cycling Salon is in the business of offering (drum roll please) Pedal Cures for Women! Here’s the text of the ad:

Pedal Cures for Women
AND EVERYONE ELSE TOO!

Bike fittings for all!
GET $10 OFFA BIKE FITTING WITH THIS AD

Want to start bicycling again? Don’t know where to start? See us for bike fitting, bike shopping, or basic repairs!

CALL US FOR A CONSULTATION 503.231.0949

http://www.cyclingsalon.com/

That’s a TON of information to fit into a tiny ad smaller than 2” x 2”. Nevertheless, The Cycling Salon effectively communicated who they are, what they do, who their target market is, what the benefit is of acting on the ad, and two ways to get in contact.

It's a marketing message punned to perfection, I might say.

Read some additional ways to incorporate puns into marketing messages that sell on Copyblogger at this post, Let’s Hear It for the Lowly Pun! by Maeve Maddox.

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 19 Aug 2008 12:50:00 +0000

I am flexible enough to meet obstacles and change my goals when needed.

Small Business Marketing Tips: Collect Best Practices

noreply@blogger.com (Tara M. Bloom) — Mon, 18 Aug 2008 12:50:00 +0000

As you undertake developing marketing materials for your small business, you will inevitably consider the question: “What do I envision for my ___________ (ad, logo, brochure, web site, fill in the blank with the name of your project)?”

Whether you work with freelance creative professionals to design and produce your marketing materials, contract with a firm, or—despite my advice to the contrary—do things yourself, it helps to have plenty of examples of material you like.

For this reason, small business owners should keep numerous files of “best practices” or “best ideas.”

Including samples of clever ways to market using exterior envelopes, small business ads from local newspapers and magazines, and effective post card campaign pieces, I have a file of printed marketing samples that all make me say, “Wow!” As in, “Wow! That’s clever!” or “Wow! I wish I’d thought of that!” or “Wow! That’s really effective!”

In your “Best Practices” hard file, you should collect those types of marketing tools that spark ideas for how to market your own business, or that simply grab your attention and strike you as really well done. Even if the advertisement is for a furniture store and you sell fishing gear, keep the ad if it contains imagery, style elements, a unique offer or some other clever marketing technique that you could repurpose for your own needs.

Suggestions for what to collect in your “Best Practices” hard file:
Newspaper ads
Magazine ads
Direct mail letters
Post cards
Catalogs
Packaging
Press kits
Press releases
Brochures

Most, if not every, small business can benefit from electronic marketing of some kind. When it comes time to redesign your website, ramp up your e-mail marketing program, or advertise your business online, you’ll increase the chances of developing effective online marketing messages if you refer to best practices that you’ve stored electronically.

In your email management tool, create a folder as part of your in-box and call it: “Best Newsletters,” or “Newsletters I Like.” As you receive e-marketing campaigns that strike you as effective, file them in that folder for future reference.

To store websites and advertisements as best practices, use your Internet browser to create a folder of bookmarks or favorites—whichever you prefer. Create a folder to name “Best Websites” or “Websites I Like.” As you’re surfing the ’net and encounter those you like, add them to the folder.

In this way, you can easily create folders to also keep track of “Competitors Websites,” “Online Ads I Like,” “Website Designs I Hate,” and so on.

Suggestions for what to collect in your “Best Practices” electronic files:
Electronic newslettersBlogs
Websites you like
Websites you don’t like
Competitors’ websites
Banner ads

Most small business owners aren’t fluent in creative vocabularies. We may not be able to describe to graphic designers that the brochure we’ve commissioned should use a sans serif font in order to convey a contemporary, modern and airy feel. We may not know how to say that we want a comfortable, conversational tone to our website content. We may not understand how to balance visual style elements with copywriting to create a direct marketing piece that’s effective.

But like everyone, small business owners know what we like and don’t like. By having examples of what you like on hand when you’re beginning to create your own marketing materials, you jump-start the process and provide valuable guidance to the professionals you’ve hired to help you. It’s a cost-effective use of your time, too—providing examples improves your chances of getting the materials you want in a shorter amount of time.

E-Mail as a Marketing Tool: 5 Mistakes to Avoid

noreply@blogger.com (Tara M. Bloom) — Sun, 17 Aug 2008 19:42:00 +0000

I love photography. I want to be a photographer. And so it’s not surprising that every once in a while, I receive e-mail invitations to photography exhibits. What does baffle me, however, is that they seem to come from this one particular photographer—let’s call him Mr. B.

Every time I receive the occasional e-mail from Mr. B, I’m curious anew as to why he’s sending them to me.

“Who is this guy?” I ask myself when I open them. “Why am I on his mailing list?”

I haven’t written to him to unsubscribe because I *am* a photography fan…but I’ve been noodling over whether these messages from him are coincidental or accidental or both.

This morning, I was vacuuming in the hallway and gazed up the wall to examine my collection of French doorway photographs for dust. As I did, a little light bulb turned on in my mind.

"Hey," I thought, "What was this photographer’s name again?"

I looked at the five signed pieces that I had bought many years ago at an art show.

Yes, you guessed it. They’re by Mr. B.

I’m a customer of Mr. B’s Photography. I like his work and support his business. I volunteered to let him keep in contact with me.

Yet, Mr. B’s bewildering e-mail marketing is ineffective at best, and confusing, bordering on irritating, at worst. Let’s take a look at the mistakes Mr. B makes in using e-mail as a marketing tool.

Mistake #1: Not acknowledging the sign up

When people volunteer their personal information and invite you to solicit them, you should thank them. If you regularly add numerous people to your list, develop a welcome template that thanks them for signing up. If you add people only at occasional events, then send a quick e-mail to them as you’re entering their information into your e-mail system. Let them know you appreciate their willingness to hear from you and that they’re now scheduled to receive updates.

Mistake #2: Not contextualizing the sign up

As you add people to your list in batches, note in the acknowledgement to them where and when they signed up. Contextualize the relationship for them. Dozens of people signed the clipboard at Mr. B’s art show to receive e-newsletters from him. His first e-mail to us could have simply said:

“Thank you for signing up at my recent art show at [insert location] to receive
updates from Mr. B Photography. I’m glad you enjoyed the artwork I featured last
weekend and I look forward to seeing you again at future shows.”

Mistake #3: Not having a call to action, or ask

How hard would it be to turn that acknowledgement note into a more effective marketing message that sells? Not hard at all. As above, the marketing message serves to reinforce the recipients’ positive feelings about Mr. B and his beautiful photography. But with just three extra sentences, it turns into an effective soft-sell.

“While most of my pieces sold at the show, there’s a chance that the one you
were admiring is still available. Visit my website, www.URL.com, to order your
favorite photograph. Mention the art show at checkout to receive free shipping
on orders placed by the end of the month [in real life, you should use a
specific date].”

Mistake #4: Inconsistent messaging

The e-newsletters I receive from Mr. B are inconsistent in their appearance: sometimes they mention just his show; sometimes they announce a group exhibit in which he’s participating; sometimes they’re formatted beautifully in HTML; sometimes they’re text only.

Because they look and sound so different, each time I receive one I'm just as confused about who is sending me this e-mail and why.

Inconsistent appearance combined with inconsistent messages makes it more difficult to answer that question, and thus, increases the chances that the e-mail will be deleted immediately.

Mistake #5: Irregularity

As if all of those mistakes weren’t enough to confuse newsletter subscribers, Mr. B compounds the problem by writing infrequently. It was two to three YEARS after I first subscribed to his list before I ever heard from him again! Then I received a couple of e-mails in a row for a few months, then nothing for another YEAR. Those large gaps, combined with the lack of context and different appearance of each e-mail combined to utterly confuse me.

Many business owners complain that e-mail isn’t an effective marketing tool. If you’ve been disappointed with your e-mailing results, ask yourself: are you confusing your subscribers with these mistakes? If so, take action to correct your e-mail program right away. You’ll be surprised at how much more effective your marketing campaigns can be when you add an effective e-mail component.

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 12 Aug 2008 12:58:00 +0000

No one can run my business like I can.

Change In Which We Can Believe

noreply@blogger.com (Tara M. Bloom) — Mon, 11 Aug 2008 13:21:00 +0000

I passionately *despise* Barack Obama’s grammatically incorrect campaign message—even though my editing stylebooks no longer declare ending a sentence or phrase with a preposition as grammatically incorrect. I can’t help it. It’s how I was taught. I cringe every time I see one of those placards in someone’s window and have to correct it—out loud—every time.

The fact that we so often read, hear and use sentences that end in prepositions has made the practice acceptable. It is no longer incorrect. Our definition of intelligent grammar has changed.

And if there’s anything we can believe in, it’s change. (Cringe.)

Change is inevitable. Seasons change. Economic circumstances change. Consumer demands change. There is no such thing as static. Everything changes.

As a small business owner, how you handle change is a critical factor in your success or failure.

Proactively planning for change can open up new opportunities and lead your business into new directions. Embracing change as it comes can position your business for successful growth.

Allowing for change by being reasonably flexible, responding to external forces or events and keeping an eye out for ways to modify your business can prevent you from being left behind. When you are open to change, your business can stay current, fresh and continue deliver what customers want.

But in the day-to-day aspects of managing a small business, change can be an annoying time-suck.

Every year software programs require upgrades—many of which upset your delicately balanced electronic equilibrium. Why doesn’t the latest version of Ad-Aware work like the last one did? Now that I have the latest, fastest high-speed wireless Internet connection, my fax won’t answer calls. And let’s not even get started about upgrades to Windows operating systems and the problems those cause. Suffice to say I know a great many people who solved their Windows Vista troubles with a new Mac.

You can spend months researching, negotiating and securing terms for vendor accounts only to have your star performers suddenly discontinue your best-selling product line. Or change their names. And so you have to begin again to research replacements, negotiate new terms and update your materials with the new information.

Suppliers raise their prices. Dependable employees leave. Office Depot discontinues the specialty paper you use for your in-store promotions.

Yes, everything changes.

Dealing with those regular (sometimes it feels like daily) changes is part of a small business owner’s life. After more than a year of being self-employed, I have finally learned to build into my schedule some flex-time each week so I have room for those inevitable annoyances. Expect the unexpected, as the saying goes.

What techniques or tips do you have for dealing with change? Share with us your strategies for coping with change.

Beijing 8/8/08 at 8:08

noreply@blogger.com (Tara M. Bloom) — Mon, 11 Aug 2008 05:03:00 +0000

As I watched the opening ceremonies of the Olympics on Friday night, I was awed not only by the extensiveness of China’s history and culture, but by the size and scope of everything--the display, the number of performers, the number of people watching (news reports the following day suggest more than 4 billion people watched them on TV or online).

There are so many people in the world.

Did anyone else have a moment of feeling completely teeny-tiny, too?

And was I the only one recalling all the seminars and workshops I’ve skipped about exporting to China?

If you sell your products or services to China, let me know. A guest blog post could be yours.

Important Questions to Ask Before Buying a Business

noreply@blogger.com (Tara M. Bloom) — Thu, 07 Aug 2008 01:12:00 +0000

(Note from Tara: This guest post is from Bizymoms.com who support and encourage work-at-home moms and women business owners with a wealth of resources, tips and free e-courses. They graciously agreed to write on this topic for you, my Dusty Widget readers, and to let me add my own two cents into it. Thank you Nina and Susan!)

Buying a business can be one the greatest decisions of your life. Unless you plan it well, however, your acquisition may not yield the income and lifestyle you’re hoping for. To help guide you through your decision-making, here are some important questions to ask before buying a business or becoming a partner in one.

What business is right for me?

Before you start looking at businesses, you have to evaluate yourself. Take stock of what you know, who you are and what’s driving you to be a business owner—is it money? Control? Independence? Honestly identify your weaknesses, recognize the tasks you don’t enjoy, and determine ways in which you can deal with them. Consider the industry you know best, and look for business opportunities that will benefit from your strengths and not be affected by your weaknesses. Take the time to establish expectations that are achievable and realistic.

What types of businesses are available?

Avoid speeding into the business-buying process. Take time to think about the different types of businesses that exist and what kind would be most appropriately suited to your goals, personality, strengths and lifestyle. Review the financial requirements of business ownership with a qualified professional resource. Counselors at organizations such as SCORE (Service Corps of Retired Executives) can help you find the type of business that’s right for you.

Okay, now that you’re looking…

Does this business fit my goals?

You’ve considered why you want to buy a business and what you’re hoping to accomplish as a business owner, so be honest as you look at the business opportunity and consider its potential to meet those objectives. If your hope in being a business owner is to have more flexibility in your schedule, then running a retail store may not be the best choice. Your goals should drive the decision-making and help you determine the type, size and even location of the business.

Why is this business up for sale?

Perhaps the owner has to move, accommodate a health issue or is ready to retire. But maybe the business owner sees a market trend or neighborhood shift on the horizon that threatens the business. Have sales been decreasing? Have customers been lured away to a competing business? Do your research! If you buy the business, you buy its problems as well as its potential.

What technical knowledge is required for this business?

Do you posses this knowledge to manage the business? Are you familiar with the systems needed to run this business operation? Is the seller willing to dedicate the time to train you, if required? Is it worth the time to be spent on training? Will it take a long time for you to get familiar with the trade? Will this turn-around time be worth the wait? Every new business owner has a learning curve—take time to figure out how much expertise is needed to succeed with this business.

What is this business’s cash flow?

Verify with your accountant all financial information provided by the seller. Have your accountant determine whether the cash flow of the business is sufficient to make payments on your new debt, cover your living expenses and provide a reasonable return on your investment. Find out how much operating capital you’ll have to invest after the purchase.

What will happen to the business’s relationships as a result of the change of ownership?

Will clients stay loyal to the business if you take over? How about vendors? What suppliers have special accounts or terms? Will they keep those terms or require renegotiation? Are customers drawn to the business because of the owner’s personality or presence? Do you see a new market for this business?

How will I handle the business’s employees?

As you are aware, employees are the building blocks of a business. Would the existing employees be continuing their service? If so, would you be able to establish and win the trust of the existing employees?

What legal considerations are involved with this transaction?

Will the seller agree not to compete within the same location for a considerable period of time? Are there any court cases pending against this business? If yes, are they favorable or potentially harmful to the business?

Be wise, ask questions, and think twice before buying a business. The opportunities you consider could get you ahead or leave you farther behind than when you started—the difference is in how much you know!

Summary: This article outlines important questions you should ask yourself before buying a business.

Bizymoms.com has been helping moms work from home for over 10 years. Visit today to enjoy free resources including live chats, interactive message boards, informative articles, and of course, the best home based business ideas on the Internet! Bizymoms also offers complete home business packages that get your business started right away!

Contributions to this article were provided by Tara M. Bloom, author of "Ditch the Dusty Widget," a blog that contains big advice for the little guy—tips, resources and tales to help you start, run, market and grow your small business.

©2008 Bizymoms.com. All rights reserved.

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 05 Aug 2008 18:30:00 +0000

I don’t have to have all the answers now.

A Little Extra Inspiration for This Week

noreply@blogger.com (Tara M. Bloom) — Fri, 01 Aug 2008 17:40:00 +0000

It's easy to have faith in yourself and have discipline when you're a winner, when you're number one. What you've got to have is faith and discipline when you're not yet a winner.

--Vince Lombardi

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 29 Jul 2008 23:36:00 +0000

I am challenged by my business.

Introducing Your Business: The Elevator Pitch

noreply@blogger.com (Tara M. Bloom) — Thu, 24 Jul 2008 12:34:00 +0000

(Note from Tara: This guest post is by MJ Petroni, Causeit, Inc. Principal. I asked him to contribute to "Ditch the Dusty Widget" on the topic of networking and the elevator pitch because he's so darn good at it! Used with the author's permission.)

If you have only a couple of seconds to introduce your business—standing in line, in a group networking meeting, or, you guessed it, in an elevator—what will you say? The brief moment afforded you by a senior exec or a networking group is intended to give you a chance to demonstrate why your listener(s) should be interested and ask you for more information. Keep it short—and try following these steps.

Introduce who you are first.
Who are you? What are you committed to? What is the core product of your business (safety, innovation, partnership, etc.)?

My name’s MJ Petroni of Causeit, Inc. and we partner with businesses &
individuals to help them translate their intentions & visions into reality.

Most people only listen to the very beginning and very end of what you say—the times when they have to check in to manage a transition into or out of a conversation. Leave them with the essence of you, your business and your brand. Don’t go into the specifics yet; that’s the next step.

Explain briefly the tangible elements of what you do—in lay terms.
How do you deliver on the promise of what you just introduced?

We help you discover the core intention and vision of your business and then
translate it into plans and tools you can use now—drawing on proven business
methodologies and marketing techniques.

Hopefully we didn’t lose them—if they were interested, they stuck around and are about to hear a real example of what we do. If not, we’ll close the conversation with a brief reminder. If for some reason you do want to lose ‘em, just dive into describing the features of your business with all the details. Go ahead, toss in the jargon! If, however, you do want to keep their attention, use simple language and common concepts, and keep it short. I would love to explain our coaching process, our business development process, and our web & branding partners, but there isn’t time.

If you have time, and they look interested, give an interesting, brief example of a recent project or showcase client.
Demonstrate the fun, exciting, engaging and unique portions of your business.

Recently, we’ve been working a great company called Fliptography to showcase
their product. Rather than explain the booth that makes flipbooks from people
dancing in front of a camera, we coordinated with local trend-setters, and
helped them secure an article in The Mercury in less than two weeks after
launch.

Make your work tangible, real, and interesting—but only if there’s
time.

Tell them what to do to take action—or continue the conversation
if it’s one-on-one.
Do they need to call you to set up a meeting? Is there a promotion for them to take advantage of? Will you take them to lunch? Should they go to your website?

Check out our website for more useful, fun articles, workshops and business
development resources at www.causeit.org.

Have you asked for their business? Make sure that if you have only a few seconds to speak with them, you provide an opportunity for them to take action and find out all of the information you were aching to tell them. A simple, appropriate invitation to meet up for lunch can work, as can a referral to a source of more information.

For more information about how to introduce your business, meet new clients and build on existing relationships, contact Causeit, Inc., a business development firm committed to the success of love, work and life.

Heeeeeere Fishy Fishy Fishy

noreply@blogger.com (Tara M. Bloom) — Wed, 23 Jul 2008 18:12:00 +0000

One of my favorite classic Sesame Street moments (and I'm not too mature to admit that I have them) is the episode when Ernie and Bert are fishing.

Bert, as usual, is frustrated. He's been fishing for an hour to no avail. So he complains that there must not be any fish.

Ernie, as usual, is chipper and optimistic. There are fish, he insists, and he can catch them just by calling to them.

This episode used to make me laugh as a kid, it made me laugh as a new parent when my toddler watched it, and even now, it makes me laugh out loud.

Today, it seems as if this comic moment captures what I often encounter as a marketing consultant.

Business owners are frustrated that their marketing efforts don't yield what they want. The chipper consultant (that's me) shows up to say that their marketing messages may not be the right ones, or they may not be "heard."

And in the contract of consultant-and-client that ensues, there is a "teaching how to fish," experience.

In real life, however, it's just not as funny.

What is just as funny in real life is the news that hit the Internet this week about a salon in Washington, D.C. that gives fish pedicures: instead of razors, miniature carp eat dead skin and calluses from clients' feet.

Wow.

We marketers are forever advising businesses to be unique, but this just leaves me speechless, except to say "Heeeere fishy, fishy, fishy!"

Do-It-Yourself PR: A Simpler Press Release Template

noreply@blogger.com (Tara M. Bloom) — Wed, 23 Jul 2008 12:37:00 +0000

In case you missed the "anatomy of a news release" from PR Newswire that I wrote about last month, here's another resource. Learn the basic outline of what goes where in a press release courtesy of Bizymoms.com: press release template.

Weekly Affirmations for the Self-Employed

noreply@blogger.com (Tara M. Bloom) — Tue, 22 Jul 2008 13:21:00 +0000

All aspects of my business are under my jurisdiction, not only the parts I like and enjoy the most.

Oh No! When E-Mail Marketing Goes Wrong

noreply@blogger.com (Tara M. Bloom) — Mon, 21 Jul 2008 16:08:00 +0000

Earlier this month, one of my favorite local businesses experienced a major e-mail marketing mishap. I cringed as I watched it all go down, and though it pains me to recreate for you what happened, it’s an important object lesson for small businesses using e-mail marketing.

Company X uses e-mail to announce special events and promote new products. That’s the good news. E-mail marketing is a great thing for Company X—and for you—to do.

The bad news is that they do it “the old-fashioned way,” by keeping newsletter subscribers in their address book instead of an opt-in database. When they e-mail their subscribers, Company X either blind-copies them or sets up some sort of association between newsletter@companyx.com and all of the individual addresses. As I said, there's no “opt-in” function. No unsubscribe function. Just an informal e-mail from Company Owner to Customers, with newsletter@companyx.com appearing in the “To” field.

If this is the way you handle your e-mail newsletter campaign, may this story persuade you to change that ASAP.

Guess what happens when someone on the newsletter list hits “Reply All?”

Every single one of the newsletter list members gets a weird note from someone we don’t know that says, “Hey, Company X, I’ll definitely be coming to that event, it sounds great! Signed, Not-So-Savvy Customer at Company ABC, online at www.companyabc.com.”

Giving Not-So-Savvy Customer the benefit of the doubt, I’ll presume that she hit “Reply All” to send her message to companyowner@companyx.com as well as newsletter@companyx.com because she really thought that was the best way to make sure her email got through to an actual person. But I sort of suspect that it was an intentional guerilla marketing stunt by someone who knew what she was doing and who replied to everyone on the list as a way of promoting her own company to the e-mail list of Company X.

Either way, she deserves the title of Not-So-Savvy, because not only does she look stupid, but her single action prompted a cascade of additional e-mails, ranging from the helpful to the confused to the angry.

“I’ll be there, too!”

“Sounds good, but I’m out of town that weekend.”

“Hey, Company X, you have a problem with your email. I’m getting emails that are meant for you.”

“Why am I getting e-mails from people about this event?”

“How did you get my e-mail address? Why are you e-mailing me?”

“Take me off your e-mail list.”

“Everyone stop hitting reply all and these messages will stop!”

“I asked to be taken off your e-mail list a year ago. I don’t even live in Portland anymore.”

“This is ridiculous. I don’t have time to manage your business as well as my own. Take me off your list.”

And so on.

By the end of the day, I had dozens of angry e-mails in my in-box and spam folder.

Ugh.

What a way to piss off your customers.

Don’t let something like that happen to you.

If your customers are willing to give you their e-mail address and receive contact from you, respect their privacy and protect it! It’s easy and inexpensive to do with an e-mail marketing service partner.

There are lots of companies to choose from for e-mail marketing services, to name a few:
Emma
Constant Contact
Vertical Response
FireDrum
CoolerEmail
iContact

Any of the above companies enable you to create your e-mail newsletters and store your subscribers’ e-mail addresses and information in a safe, secure database. Each of these services offers your subscribers privacy protection and a quick, easy, one-step unsubscribe function. For you, they also help ensure delivery of your e-mails and to track opens, click-throughs and forwards (you have always wanted to know if anyone actually READS your e-mails, right?).

The products above are quite inexpensive, easy to set up and maintain, and many can be customized to fit your business needs. For really tight budgets, use one of the templates provided by the service. If your business's brand is important enough to spend, say $250-$450 for a one-time design fee, you can have the e-mail marketing company custom create a template that matches your business image, allowing you to easily insert your news and content.

Whether you have a service business, a retail store, manufacture or distribute products, are business-to-consumer or B2B, you should use an e-mail marketing service for your electronic newsletters. The small fee you pay to send the e-mail is worth every cent for protecting your customers’ privacy and showing them your respect for their personal information.