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I'm thrilled to announce that Duct Tape Marketing Founder and small business marketing expert John Jantsch is coming to Austin on Wed. May 5. Moxie Marketing is partnering with St. Edward's Professional Education Center to host "An Evening with John Jantsch: Teach Your Business How to Market itself." The program begins at 7pm at St. Ed's PEC campus in North Austin.  Here's the cool part. The first 100 people to register online will get a free copy of John's new book, Referral Engine, before it hits the market on May 13. Click on the box at the left to register. Tickets are $25. John will do a book-signing after the event. 

This is John's second book. His first book, Duct Tape Marketing, has helped thousands of small businesses around the world get customers to "know, like and trust them," which is John's definition of marketing.   The new book is already getting good pre-release reviews. For a sneak peak, click here to download the first chapter free. Visit www.referralenginebook.com for more info. Here's a short video about the book from that site.

The Referral Engine from John Jantsch on Vimeo.

See you May 5!

I cracked up watching this Joel Bauer video on YouTube.  It is way over the top in a scary, creepy way.  But he makes a great point.  

You don't have to take 25 years to design a card.  But take a little time to be sure your card is compelling and memorable.  Use the back to describe your guarantee, unique difference, or special offer that draws people to your web site or into your store or office (free evaluation, special discount, etc.) Put your social media links there.  And yes, quality counts but with so many affordable options at online printing or local printing companies, you can spend a little to get a lot.   Use color, a nice coated stock, rounded corners. Anything tasteful and professional that makes people notice you.

I’m pledging to make a referral to a business I want to help as part of a national campaign to make 1000 referrals March 8-12. What a great small business stimulus plan – won’t you join me?

Make a Referral Week is an entrepreneurial approach to stimulating the small business economy one referred business at a time. The goal for the week is to generate 1000 referred leads to 1000 deserving small businesses in an effort to highlight the impact of a simple action that could blossom into millions of dollars in new business. Small business is the lifeblood and job-creating engine of the economy and merits the positive attention so often saved for corporate bailout stories.

The  goal of the week long event – in its second year – is simple: To provide 1,000 referrals to 1,000 deserving small businesses across the country. And yes, the event hit its goal last year.

Do your part to stimulate the economy by telling your world about making referrals and Make a Referral Week – you’ll be in good company.  

Here's the cool part.  Tell the world about your referral, and be sure the company you're referring does the same for you.

Check out the latest edition of the Marketing Maxims Newsletter for more tips and resources.  

I gave a marketing workshop this morning to a group of small business owners and one of our topics was how to identify an "ideal customer." I asked the group to describe what they think is their ideal customer. "Well, they're kind of like me," Deanna Mueller of Fetch! Pet Care in Austin said.  "I mean, they like what I like, they think like me. They are kind of like a best friend." What a great perspective!

So, should a customer be your BFF — your " best friend forever?" Within the context of a business relationship, absolutely!  You want customers to know, like and trust you, right?  If you're delivering a great product and high quality service — if you're helping your customer succeed in their business, meet a need or solve a problem, it's natural that you'll connect with them on some sort of BFF level. If you're a man reading this, don't worry; I'm not talking about going shopping with your customers.  But if you are focusing on getting more ideal customers, it will help to think about them like a close friend. You know what makes them tick.  You have an honest conversation with them. You laugh. You cry. You send a kind note, share a new discovery or just listen to their problems. You even ignore some of their annoying character traits because you know they're not perfect — no one is.

In my last post, I encouraged you to take a client inventory to see who you might fire and to identify your ideal clients and "hire" more like them.  So go through that list again.  Look for potential BFFs and create a profile that describes them. List their type of business, their demographics and what they like and value. That's a target market you should grow. But don't stop there. A BFF relationship involves giving and receiving. Your BFF is very likely to tell others about you, so ask them to be a referral partner.

Give them talking points about your target market, your unique difference and any special offer you might have. Print up some customized promotional cards they can hand to their clients, or create a custom landing page on your website to which they can refer their customers. It should offer something of value — a free consultation or a discount that will make them look good too. It can say something like "As a valued customer, we're pleased to offer you this special program to help improve your business." 

If you don't have any BFF-like clients on your customer list, what can you change about the way you treat your customers to get some?  

This is the time of year that most people take to reflect and look back on the year gone by and resolve to do something better in the new year.  It's also a very slow time for business.

You're not likely to close any sales this week, so why not take a few minutes to take a close look at your customer list and see if you should fire any of them?

Take stock in your customer relationships over the past year.  Are there any that have turned out to be disappointing, annoying, or cause you to lose money? Do they always pay you late? Do you find that they don't appreciate you or your business – that you regularly have to work harder to please them? Unless you can identify something you've done to make them unhappy, pull a Donald Trump and say, "You're fired." Why? You want customers that know, like and trust you, right? The kind that will refer business to you and value your product or service. Unless their receivables are essential to keeping your doors open, you'll be better off in the long run to let them go. You might not be able to do this right away but you can work towards it by getting more "ideal customers." 

So, who's your ideal customer?  Go down your current list of customers and look for the ones that appreciate you and regularly refer you. Check out their demographics. Are they in a market segment that has a need you can fill? What do you know about their attitudes and values?  Importantly can you find more like them? Use this week to think about ways to narrow and focus your target market and make a plan to develop that market in 2010. As you think more about that ideal customer and that target market, you'll probably be more willing to fire those customers that don't fit the profile.

Now that you have a few ideal customers in mind, dig a little deeper and ask them why they like you. Get a testimonial you can use in your marketing materials and on your web site. Does that make you a little nervous? You should get over that. Most people feel honored when you ask them for a testimonial or recommendation. It makes them feel smart that they've chosen to work with a person or company that helps them grow their business. It doesn't have to be anything formal or well-written. You're not asking for a big case study. The next time you see them, ask them to do you a little favor and jot a few sentences on the back of their business card about why they like doing business with you.  It will help them keep their comments short and do it right away. I like to use Linked In to ask people for a testimonial. It can be done quickly and allows people some flexibility in finding a moment to recommend you.  Go to your LinkedIn profile page and find the "Get Recommended" section.  See this tutorial from LinkedIn.  If you're not on LinkedIn, you should be. You can get connected with more ideal clients and prospects there.

Oh, and if you find the client on LinkedIn that you need to fire, it'll be best to avoid asking them to "join your network." Duh.  

A recent survey of small businesses by Vertical Response, an email marketing service provider, indicates that (surprise) a vast majority of small businesses will turn to email as a primary marketing tactic. The survey of 831 small businesses of under 500 employees, showed that 74.1% of respondents plan to increase their use email marketing. And social media is running neck and neck. The results indicated that 68.3% will increase their use of social media in 2010.

The study also indicated small businesses won't be spending their money on banner advertising or radio and TV.  There's no mention of how other marketing tactics such as print advertising, direct mail or referral marketing stack up, but it's pretty safe to conclude that social media is a marketing essential.  

The report concludes, "The most important tool for small businesses to succeed in 2010: Search engine marketing, email marketing, public relations and social media cited as crucial for success."

But what the heck IS social media? I like John Jantsch's explanation of a Social Media Hierarchy in his new online course at Duct Tape University, Social Media Pro.

Blogging is the foundation for a social media strategy, and at the bottom of the pyramid.  Read blogs, comment on blogs, write your own blog.  Next, aggregate and filter content around subjects and use RSS technology as a tool to help you repurpose, republish and create content. Moving up, participate and manage your reputation with social search making sure your business pops up on Yahoo Local or Google Maps.  Check out the competition there too. Social bookmarking – tagging content to and participating in social bookmarking communities can be a great way to open up more channels to your business. Step up to social networking on sites such as Facebook, Biznik or Linked In.  Not sure where to start?  Pick one platform and do it right.  Don't spread yourself too thin. Micro blogging (twitter and all its varied tools) is at the top of the pyramid for a reason, it can be confusing and hard to see results. Those who are successful seem to have achieved a kind of social media nirvana.

I'll be posting a series of articles over the next several weeks, excerpting highlights from Social Media Pro. If you'd like to sign up for the full course, let me know.  We can unravel the mystery of social media together.

Okay Austin, Texas.  It's time to get serious about The 3/50 Project.  A few weeks ago, I wrote about the grassroots project that aims to "save your local economy, three stores at a time," as the project's founder, Cinda Baxter, puts it. 

The concept is quite simple. Pick three independently-owned businesses and spend $50 a month at them. That's it.  (Not $50 at each store.  Just $50 altogether.  You're probably already spending that somewhere.)

According to Cinda's web site, "if just half the employed U.S. population spent $50 each month in independently owned businesses, their purchases would generate $42.6 billion in revenue." 

To nudge you off of your computer and into action, the folks at Palo Alto Software, the makers of Marketing Plan Pro Software, have partnered with me to create a contest — a B2B challenge to business owners to help other businesses here in Austin.   It's as easy as 1-2-3:

1. Name 3 local, independent businesses in the Austin, Texas area and tell me a story about why you like them, and why others should buy from them too. I'll post your comments on this blog.
2. Pledge to do business with those three companies.
3. You'll be automatically entered in a drawing to win FREE Marketing Plan Pro software and I'll throw in a FREE 30-day Moxie Quick Start Coaching Program to get you started.  That's a $680 value – free.  We'll be giving three packages away — one each month from August through October, 2009.

Click here to make the pledge and enter.

Will this really make a difference? Yes. According to Cinda's research "for every $100 spent in locally owned independent stores, $68 returns to the community through taxes, payroll, and other expenditures. If you spend that in a national chain, only $43 stays here. Spend it online and nothing comes home."

Why give all this away?  I want to help small business succeed.  And right now, here in the dog days of summer, they need our support more now than ever.  So fill out this form and make a pledge today.  What have you got to lose, except another locally owned, independent business — you know, businesses like yours that help "Keep Austin Weird."  What have you got to win?  A free Marketing Plan for your small business that works!

Twitter's all the rage these days in marketing circles. But what does it mean for small business? Small Business Marketing Trends editor Anita Baker asked her readers to send in their twitter tips. The results were interesting and informative. She asked six questions:

1. How would you suggest other small businesses get started on Twitter?
2. What’s the right way (or wrong way) to promote your business on Twitter?
3. What is your #1 Twitter etiquette tip for small business owners?
4. What is your best tip for getting retweeted
5. How do you manage your time on Twitter?
6. What is your best-kept secret (something not widely known) for using Twitter in
7. business?

She got some great submissions. And (pause for shameless self-promotion) she selected one of mine! I'm honored because there are a lot of good ideas here. Here was my response to question 2:

“Like all marketing tactics, be sure you think about your strategy before jumping in the deep end of the Twitter pond. Twitter can become a black hole if it does not advance your marketing strategy, which is why I think so many people drop off of Twitter after a short time, according to studies. Who is your audience? What do you want them to do? How will your twitter content help them solve a problem or meet a need? Once you have a plan, develop content thoughtfully, not just in high volume. Whatever your strategy is, don’t be boring!”

Get the report here.  

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Okay folks, it's time. Time to do something together to boost our economy and support local Austin business. Shop. Yes, shop. I'm not asking you to spend more money, but to spend it strategically. A movement called the 3/50 Project is finally getting national attention and picking up steam across the country. And, boy do we need it now. Summer is always a slow season for retailers, and the pundits and prognosticators aren't predicting sunny economic skies anytime soon. So what do you do? Hunker down and hope for the best? Stop spending and stuff your money under the mattress? Write your Senator for more bailout money? No. We must spend money to help save the independent, brick and mortar business upon which our nation is built.

It's really simple. Pick three independently owned businesses and spend $50 a month at them. That's it. You're probably already spending that amount of money on basic necessities for your family or business.  

According to Cinda Baxter on the 3/50 web site, "For every $100 spent in locally owned independent stores, $68 returns to the community through taxes, payroll, and other expenditures.  If you spend that in a national chain, only $43 stays here.  Spend it online and nothing comes home."

Cinda started the 3/50 movement in March on her blog, and finally the national media are catching on. The Wall Street Journal recently featured it online.

Independent businesses can help other businesses in a big way too. Can you identify three businesses you can support in this way?  Tell me why you like doing business with them and we can start cross promoting links.

Hey Cupcake!With summer in full swing, I've been exploring some typically Austin businesses lately with my family. Places like "Hey Cupcake" and "Flip Happy Crepes." Interestingly, these establishments run their business out of sleek, aluminum-skinned Airstream trailers. I made a mental note to be sure to bring our next out-of-town guests to these places as perfect examples of what Keeps Austin Weird. These businesses truly are weird, and delightful, not only for their retro ambience, but also for their tasty treats.

What is it about an Airstream trailer that creates such a buzz? These business have websites, but I have not seen or heard any advertising about them. I learned about them by word of mouth. They just make you smile. That's something that even multi-million dollar ad campaigns rarely do. Curious about this phenomenon — running a business out of a retro Airstream trailer– I googled around to learn more about businesses in trailers in Austin.

Last January in Austin there was a "South Austin Airstream Trailer Tour." We like tours in Austin. Tours of homes. Tours of galleries. Why not a Tour of Trailers?  Brilliant.

So what's this got to do with marketing? Everything. I preach that every business owner must understand that everything is marketing — especially in our current economic crisis. Assuming you've at least got a decent product (research shows that restaurants can be successful serving less than stellar food if they give their customers great service) and a fair price, customers will find you even in a recession if you delight them.  They in turn will brand you.

Our friends at Hey Cupcake and Flip Happy crepes found a way to be passionate about their product andFlip Happy Crepes delight their customers. You can probably think of other businesses that do the same — Apple, Southwest Airlines, Disney World to name a few.

So, do you need to work out of a trailer, or hire Mickey Mouse to delight your customers? No, but can you think of something just as creative to make your customers smile? A smile on your customer's face today can make their mouths spread words of praise tomorrow. 

If you ask small business owners what they did to build their business via word of mouth, many may answer, "I don't know.  We just had an idea."  I suspect though, that if you drill down, you'll find a consistent passion for excellence, a clear vision and a unique understanding of what makes people tick.   Can this ability be taught?  Yes, but it usually sprouts from a founding entrepreneur with a vision. 

If you peel back the layers of what we now call "social media marketing" you'll find that word of mouth is the soft, chewy center.  Websites like Yelp and customer comments on popular business blogs like Nuts About Southwest are really an online variation of word of mouth marketing. 

But good old-fashioned over-the-fence word of mouth isn't dead yet.  To learn more about word of mouth marketing check out the Word of Mouth Marketing Association web site.

If you can ride out the rest of the recession with this proven and cheap marketing formula, your business will be even stronger when the economy bounces back.