ROI Marketing

3 Tips for Social Media Word of Mouth

2009-12-02T06:41:00.000-08:00

Article from Andy's Answers: How word of mouth will save your brand

What to remember:

This is not about social media. There are five fundamental steps to every word of mouth campaign, and the tools to help people talk are just one component. Earning love is much bigger than this.

You can create love and passion for everyday products. Not everybody gets to be an iPhone, but you still have great products that help people solve real problems — it’s about turning those happy customers into regular talkers.

Ask: Would anyone tell a friend about this? This is a question that changes companies. Stick this question on a sticky note on your monitor, put it on a sign in your conference room, and find ways to build this question into everything you do.

Thankful for "Chicken"

2009-11-25T12:00:00.000-08:00

This story is especially humorous to me because as a child my mom fixed chicken every way imaginable. I swore, I would never eat chicken once I left home.. LOL … Of course, while I was a big talker, today, it is one of my favorites! As moms we all have the immeasurable experiences of witnessing how our children interpret and think of things. This week, my 5 year old son brought home a project. They are asked to think of one thing they are thankful for and decorate a feather for a large turkey to be posted in the school hallway. As Hilton and I sat down to discuss what we are “thankful” for, I explained how mommy is thankful for both of my kids, my family and my friends. He asked, “what else are you thankful for?” I told him that I feel thankful and blessed to have good health that our family has a roof over our heads, food on our table and the freedom to make choices in life. He asked me if daddy is thankful for the same and I replied, “why sure he is.” Then he asked what about Haley? (his sister) I went on to say that while I cannot speak for her, I am sure that she too, is thankful for her family, friends and life. “So buddy”, I said, “what are you thankful for”? He said, “that’s easy momma… I am thankful for chicken. I love chicken”.

5 Qualities of a Good Social Media Manager

2009-11-20T06:19:00.000-08:00

By Chris Nerney

1. You understand technology, but you love people. Social media technology is a means to an end, that end generally being to communicate effectively, build trust and foster community. The quiet geek in the corner who wears a reddit t-shirt, knows how to use any Twitter application ever invented, but never interacts with co-workers, probably isn't the right person for the job.

Better would be the outgoing person who gets what social media can do and wants to use it to reach out to people -- friends, customers, clients, people with similar interests, etc. If that's you, don't worry about whether you have sufficient "passion" for a social media manager's job. You do.

2. You possess intellectual and emotional curiousity. Sure, you're supposed to know stuff -- your company's business, details about products and services, problem resolution procedures, etc. -- but your real strength is the desire and ability to look at things from another person's perspective. Empathy. The best customer reps have it; for a social media manager, it's imperative.

3. You're thoughtful, not impulsive or reactive. Being a social media manager is about more than tweeting positive thoughts and virtual brand-building. There's a lot of pressure. Many organizations aren't totally sold on social media, measuring its impact (especially short-term) can be difficult, not all your co-workers may be "getting it," and dealing with crises (or even just haters) can test your patience. If you can handle these types of things, you may be able to handle the stress that comes with being a social media manager.

4. You think strategically (and communicate the strategy). An effective social media manager understands an organization's social media goals and attempts to measure results against them. Equally important, they know how to convey strategic goals to colleagues.

5. You are an ensemble player, not a diva. There are some giant egos in the social media business, a lot of self-proclaimed "gurus" who amass a lot of Twitter followers and land numerous speaking engagements. Many would make lousy social media managers because they see themselves as superstars or saviors. A good social media manager freely gives out credit for successes to teammates and accepts blame for failures.

Those are the qualities I'd consider to be most valuable in a social media manager. Let me know if there are any you think should be on the list.

Simple Tips to Avoid Colds and Flu

2009-11-19T11:09:00.001-08:00

Avoiding colds and flu this season is at the top of everyone's list. Here are 14 tips to help you keep healthy and happy as compiled by medical experts who want to keep you out of their offices and safe at home and work.
1. Wash your hands often, including every time you shake someone's hand.
2. Do not touch your nose and eyes.
3. Feeling bad? Go to bed and get some sleep.
4. Get a flu shot (you may need two this year with H1N1 widespread).
5. Eat fresh fruits and vegetables.
6. Exercise to enhance immune function.
7. Stay away from sneezers, coughers and sick people.
8. Use alcohol-based hand wipes often.
9. Stop smoking if you have not already done so.
10. Avoid 'double dipping' with chips or watch out for those who may be dipping double.
11. Use a purse that can be wiped down, like leather or vinyl.
12. No nail-biting.
13. Get happy!
14. Sneeze into the crook of your arm and not your hands.

2009-11-18T11:08:00.000-08:00

Andy’s Answers: How Coca-Cola is connecting fans all over the world

By Andy Sernovitz on November 17, 2009

In this interview, Adam Brown, Coca-Cola Group Director, Digital Communications, shares a few tips based on the case study he’ll be presenting:

Fish where the fish are. Coke is focusing on putting content where the fans are by sharing everything on Twitter, Facebook, Bebo, Orkut, etc.

Learn to sell these big ideas as internal partnerships. Coke’s Expedition 206 is a partnership of marketing and communications. It’s a new concept at Coke, and probably at any company — and one of the biggest challenges of new media is internally determining where to host these activities.

Start using these new tools yourself. Get a feel for them by just trying them out. The vast majority of them are free, and your testing might be where some great new ideas come up.

Social Media Revolution

2009-11-10T09:10:00.000-08:00

Did You Know?

-1 out of 8 couples married in the U.S. last year met via social media

-If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users)

-2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction

-% of companies using LinkedIn as a primary tool to find employees….80%

- Eighty percent of Twitter usage is updated outside of Twitter (which means a bad customer experience could spread like wildfire)

Still think you don't need Social Media?

Chick Tip: The Difference

2009-02-25T06:00:00.000-08:00

Hello from the MPS Program in Orlando!

Good morning all, I apologize for not getting this to you Monday. I thought it would be most fitting to provide you with an explanation “tip” this week, in light of the Twitter (social media) explosion following President Obama’s Address to Congress last night. Evidently, the site was almost shut down with the high increase of activity or what is called, “tweets” last night. If you are not familiar with - don’t understand – or think you don’t need to....think again. Regardless of your age – your years in practice or your interest in new technology - This is the wave of the future AND can effectively increase your exposure and revenues, if used properly to market your firm and its services.

The Difference between “Social Media” and “Social Media Marketing and PR”

“Social media” signifies a broad spectrum of topics that have a number of different connotations. In the context of Internet marketing, social media refers to a collective group of properties whose content is primarily published by users, not direct employees of the property (e.g. The vast majority of video on YouTube is user generated content).

“Social media marketing and PR”, on the other hand, is about the commercial practice of building ways for fans of a brand or company to promote themselves in multiple online social media platforms. Social media marketing and PR is about collaboration between people. It is about participating with everyone and sharing information. It is as much about giving as it is about receiving from the group. The premise of social media marketing and PR is engaging the consumer in conversation in a way that provides mutual value. It is primarily a strong form of “word of mouth” that can literally reach millions with the click of a button.

This emergence of social media marketing and PR is another way you can generate new and maximize your revenue potential with minimal investment for your firm that can lessen the pressure exacerbated by the impact of our economic recession. Of course, like any other marketing medium, there is an advantage of understanding what works and what doesn’t. Your first step, as an attorney, is to begin educating yourself on this fast growing network of professionals. It is not just kids on-line!

~all the best, Serena

Chick Tip: Leverage your profiles & other connectivity tools

2009-02-18T07:50:00.000-08:00

So, I recommended LinkedIn...Now what? Over the next several weeks, I will focus on social media networking and HOW to make it WORK for you. Please feel free to ask questions along the way. In addition, my team will be creating profiles for Dave and MPS groups and extending an invitation to them to each of you. To increase exposure for both MPS and each of you, please accept these invitations!

Tips for LinkedIn and other social sites as we move forward:

*Update your connections with new projects you are working on, new services you may offer, changes in the industry, etc. This gives others the opportunity to ask questions or call you for more information

*Advance your understanding of relationships between the people you are linked to. I.e. A financial planner may be linked to a nursing home administrator

*Connect with former colleagues from past relationships – you never know where those former relationships can take you and your business

*Use social marketing sites, such as LinkedIN, to understand more about your prospects. Look at where they used to work and where they went to school. What’s in it for them? Look at profiles to see if there is something in it for them by way of an introduction or even an opportunity for you to share your knowledge. Are they a discharge planner? Are they a social worker? How can you help them?

*Be generous with your contacts and make an introduction. It will come back to you :-)

*Use LinkedIN with google alerts (www.google.com/alerts) which is a great business tool. I.e. Do you want to reach someone at a nursing home chain? Do a LinkedIN search on the company name and you will likely come up with a couple of names that you can now speak to. Set up a google alert on these people. This kind of intelligence will tell you what he/she cares about, is interested in, etc. What is more flattering than a message saying congratulations on a promotion or offering your knowledge to further them on a paper or project.

*When you spot a “cluster” of people who all know each other and are accomplished in the same arena, that’s a special thing on social sites. To you – that means you have a listening audience that is intelligent and full of opportunity! Reach out to 1 or 2 of them and express your interest in their topic. Offer to provide answers for them – ideas or a question or two. What you are doing, is tapping into the rich repository of information on a social site and it can be highly beneficial for you.

I realize that social marketing is time consuming. Don’t let it take over you! It is about time management – similar to your email and your listserv monitoring and activity. Check on social sites, email, listserv frequently – but not too frequently. Make them work for you - Don’t fall into working for them! If it is NOT in your comfort zone or interest, consider asking someone on your team – a younger generation to initiate and manage your social sites. No matter how you look at it, it IS the wave of the future and it DOES have proven statistics of success.

~all the best, Serena

Chick Tip: Link In to Social Networking

2009-02-11T06:26:00.000-08:00

Wondering where you can find your next new client or professional referral source? Familiarize yourself with Social Networking, starting with this popular one: LinkedIn.

Go to: www.linkedin.com and complete your profile. Then, invite your co-workers, business acquaintances, friends and others to link to you. Using the "six degrees of separation" concept, you benefit by gaining potential access to hundreds or thousands of contacts as your LinkedIn network grows.

Don’t think it is for you? Check out who and how quickly the legal community adopted it: tons of law firms – go ahead and search for them. How about, LexisNexis, the parent company of Martindale-Hubbell? They have a partnership with LinkedIn that displays a small blue LinkedIn icon for firms active in both services. LinkedIn members who visit the Martindale site can view common connections with a listed attorney if they allow Martindale to search their LinkedIn account.

Why should you join LinkedIn?

• it’s a free way to expand your marketing efforts
• it increases your search engine visibility because it is so focused on bringing people together online
• It provides you an increased potential to develop new business by identifying mutual connections and requesting introductions
• It will improve and allow you to demonstrate your internet savvy and technical mastery
a failure to network online today will only leave you with a competitive disadvantage in the near future

LinkedIn features "groups" of people with common interests, similar to a listserv. There are several active LinkedIn legal groups including legal blogging group, business start up group, patent law group, etc. Search and find your groups or start one of your own.

Other features? So long as you are careful to conform to your bar guidelines, you can also volunteer to answer questions in your area of expertise. If you publish a blog, you can easily display your blog posts as part of your LinkedIn profile. It is a free technique to extend the reach of your online communications, helping you employ a broader range of dissemination techniques.

There are other options, too. Honestly, although I have had my profile for some time, I personally have not used it to its fullest capacity...YET. One thing it has accomplished, however, is the organic placement of my name and company in a search engine search. Invite me once you set up your profile and together we can maximize this social network!

~serena

Chick Tip: Making your Website Work for You

2009-01-30T08:00:00.000-08:00

The Facts...Did you know?

The average adult spends up to 3 hours a day more on the Internet than they spend watching television.
About 70% of the U.S. population regularly use the Internet.
Over 1 billion people in the world are online.

So, do you have a website that DRAWS them in?

I'd be willing to bet you already have a website up and running – which is terrific! But, it is like I have always said: “having a website that does not draw people is like having an ad in the “Z” section of the yellow pages – and your firm is named, ABC Law Firm”.

So, consider taking your website to the next level. Here are a few starting tips:

Display interesting facts and statistics – especially information that is easily understandable to your potential clients – not you (get into their perspective)
Include high interest stories (celebrity or newsworthy stories will quickly draw readers to your site). If you have been featured on the radio, TV or in print publications – clearly list them. This is often MUCH more of an endorsement then any professional organization you may belong to as potential clients can relate to it.
Include client testimonials and/or case studies that different people can relate to
Produce a blog, forum, or community

Statistics show that most people today expect to see what they want in the first 5-10 seconds of visiting your home page. If you have interesting content and graphics, they’ll stay a bit longer. If you haven’t maximized your site to capture and retain their attention, you will likely lose your potential clients.

The web can be a huge referral source with a one time monetary investment and minimal upkeep. If you are not using it OR if your existing site is not producing referrals – you need to revisit this marketing medium!

~all the best, Serena :-)

Chick Tip: Limited Time for Motivation

2009-01-23T08:57:00.000-08:00

A limited time offer can often move the skeptic and procrastinator from prospect to customer. You may want to consider marketing with “fear of loss” because by putting a drop dead date on an offer frequently will move that hesitant person to action. If there is only a short time to take advantage of a special opportunity – whether it be a workshop, complimentary consultation or annual update – the perceived fear of missing out on an opportunity is often enough to motivate those to take the next steps.

Here is an example:

Did you know that the tax laws have changed? Do you know how this may affect you and your family? Start the year of in the right direction. 60 minutes of your time to attend a complimentary workshop on How to Protect your assets and hard earned money. Register by January 24th. Etc....

Are you a Veteran trying to make ends meet? Are you concerned about your changing healthcare needs? Afraid of being a burden to your loved ones? You may qualify for a special monthly benefit that will cover your in home care or supplement your healthcare needs. Find out before you pay out of pocket any longer. Attend our workshop... Or call our office.... Etc. Applications in before February could mean extra money for you before Spring.

In essence, a limited time offer will entice your prospect into action for fear of loosing this unique opportunity. You have to give them a reason to look at your firm and see the value in your services, and a time constraint could just be the little extra motivator you might need to get your prospects over that decision-making hump.

All the best,
Serena

Social Network Marketing

2009-01-21T08:00:00.000-08:00

Facebook is simply another source of marketing mediums used on line today. Referred to as social marketing or social network marketing, portals such as Facebook provide you with an opportunity to create additional exposure for you and your firm. The key words such as your name are then found when someone searches your name through one of the major search engines, i.e. Google, Yahoo! The more places connected to you and your name or associated key words, helps to build your ranking on line, moving you “organically” up the rankings. You can, in fact, create a business oriented page on Facebook but it is mostly used for personal connections. If you would like to see examples of some, you can search my name “serena brock” for a personal example, VitaShape MD or Avenue HomeCare for a business page example. With Facebook, you will have to request to be my friend then you have permission to view the pages.

In simple terms, on line marketing is a lot like traditional marketing, the more pieces and exposure you have, the more opportunity to reinforce your brand and build your reputation.

~Serena

Chick Tip: Battle or Game Plan?

2009-01-14T08:00:00.000-08:00

A solid plan is not just for sports and if you watched the Panther’s game this weekend, it is clear proof that not all “strategic plans,” work!

In a perfect world, business owners would have plenty of time and energy to regularly review their balance sheets and analyze expenses, cutting unnecessary spending as they spot it. In reality, we often zero in on expenses only in a scramble to get back to sustainable profitability when the economy stagnates and growth stalls. But panic can lead to costly mistakes, and I must caution that while paring down may be necessary in the current climate, business owners should be careful not to cut so deep that they poorly position their firms for an eventual rebound.

A good marketing plan is like a battle plan or a game plan; it should serve as a guide and a blueprint for the actions you need to take to grow your business. It should also have some flexibility because as you start testing and measuring tactics, you'll need to shift strategies from time to time, to capture or gain share in a particular market.

That said, a good plan doesn't need to be complicated. Remember, the best marketing is a synergistic combination of good strategy and tactics, and you can't do either one effectively without the other. Don't be tempted to stray from these fundamentals. Enticing yet highly subjective ideas like "image," "branding" and "creativity" are important marketing tools, but they're not as vital as getting a firm footing in the basics--which ironically start on the accounting end of things. On a few of our initial marketing calls with MPS member attorneys last week, there were questions as to why we would want to know your goals for 2009. Here are some reasons:

A marketing plan should avoid the following:

1. "Fluff" - fluff is anything not specifically related to a number, strategy or tactic. Generalities also qualify. Saying your target market is "everybody" or "adults 50-plus" isn't specific enough and will lead to problems down the road. Start to think in terms of a niche. Instead of "everybody," scale down and be more specific, "adults 50-plus" turns into "adult women at least 50 years of age who make the decisions for their families. She may shop on line and is likely involved in her church or community”.

Remember, marketing is all about buying customers. Imagine going into a grocery store and buying everything. You may want to, but in reality, your resources would never allow it. In marketing terms, this means buying your ideal customer with the resources you already have. So figure out who your ideal customer is and how much you can budget to buy that customer. Then come up with a plan and stick to it. Know that most of your competition won't have the discipline to do the same thing--or will follow a plan that has been filled with too much fluff.

2. Not doing the numbers: Marketing is all about math, and math is all about numbers. Taken a step further--business is all about numbers. If you don't know your numbers, you won't succeed in business. Creating any marketing plan without knowing how much it'll cost to acquire your customer, what your average sale needs to be, what your profit margins need to be and how many times your average customer needs to buy over a lifetime will set you up for failure. If you're going to run a $3,000 advertisement, how many leads and sales will you have to make to cover the cost of the ad, let alone make a profit?

3. Relying too heavily on creativity: Creativity is fine, and in my opinion, there's nothing more creatively fulfilling than succeeding in business. But focusing too much on creativity at the expense of tactics and outcomes can hurt your business.

4. Thinking marketing is only advertising: While advertising is part of any marketing plan, marketing is much more than strictly advertising. Marketing is not only how you sell your products or services, but also the way your receptionist answers the phone and how you set up your internal company culture. In addition, it's the strategic and tactical aspects of identifying and segmenting your ideal customer base, discovering your competitive edge and USP (unique selling proposition), setting your pricing strategy, sales strategy and promotional strategy, creating and tracking a system for repeat business, and testing and measuring all of these to leverage effort and maximize ROI.

Note that if your advertising doesn't yield an ROI, you've fallen into the "creative" trap, and that's both expensive and wasteful. You'll know you're in it when your vendors tell you, "Half of your advertising works, and half doesn't--you'll never know which half," or the even more famous, "it takes 17 weeks for people to get name recognition and then they'll start buying from you." Don’t be “sold” by advertising tactics...radio, TV, newspapers, trade publications...everyone is hurting right now – make their pitch and offer to “help you” work first in YOUR favor... If their publication is as good as they say, they will gain you as a loyal customer.

5. Forgetting to market to existing customers and prospects. Generally, it costs up to six times more to get a new customer than to sell something to an existing customer. So if your plan doesn't include initiatives to tap into your current customers, you're missing out on a huge untapped resource.

A large part of your success in 2009 will depend on the actions and decisions you make now in the form of your marketing plan--and avoiding the costly mistakes that cause most businesses to abandon their efforts early and often. If you are not working with a marketing agency, take the appropriate steps to solidify your plan and execute it carefully! Track, measure and follow your successes and failures and adjust as needed. All the best!

Wishing you success!

~Serena

Public Relations

2008-12-12T07:35:00.000-08:00

Media placement and public relations is vital to building your business. It includes ongoing activities to ensure the organization has a strong public image. Through media/pr a business can educate, leverage products and emphasize the strength of the company and its services. In addition, a well written, and strong execution of a media campaign can gain national recognition and exposure.

Brand Strategy

2008-12-10T07:33:00.000-08:00

The brand strategy lays out a future image for the company to aim for, giving a plan of action and criteria against which to judge actions, while mid to long-term management planning covers quantitative management indices. Ideally, the two should be used in such a way that they complement each other, and ultimately they should be integrated with each other.

3 benefits of a strong brand, which increase profitable growth for the company

2008-12-08T07:31:00.000-08:00

1. a higher preference from consumers in comparison to other brands
2. a strong image for the product, which can command a premium price
3. Loyalty from the customers, who repeatedly purchase the same product

Collateral

2008-12-05T07:25:00.000-08:00

It is not just a better image. The brand brings long-term profits.

If there is no obvious difference between the products or services of different companies and their prices are the same, customers will be attracted to the stronger brand. Furthermore, a strong brand can be sold at a higher premium price and is thus a powerful way to escape price competition. A strong brand attracts loyal customers who repeatedly purchase the same brand, and it can maximize the effectiveness of marketing activities. A strong brand increases corporate profits over the long term, enhancing the overall corporate value.

Brand Significance

2008-12-03T07:23:00.000-08:00

The brand is a management tool. When the competition is fierce, the brand separates the winners from the losers.

The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to these expectations.

The aim of brand management is to create a brand that will build this long-term relationship - an unshakeable bond - between the company and its customers.

The Ripple Effect

2008-12-01T07:20:00.000-08:00

Effective word of mouth marketing method can have a significant impact on the effectiveness of your other marketing campaigns. Once potential customers have heard about your business from other consumers, they will be much more likely to click on a banner or text ad, or call your office. By increasing the online visibility of your business, word of mouth marketing boosts the overall credibility and trustworthiness of your brand.

Word of mouth marketing can be an effective tool for your business, but only if you understand how and why it works with online marketing. By tailoring your word of mouth efforts to suit the needs of your audience and highlighting the strengths of your business, you can dramatically increase the power of your online marketing efforts.

Go Viral

2008-11-28T07:14:00.000-08:00

Viral messages spread from user to user with amazing speed and market saturation. If your word of mouth marketing efforts "go viral," the message about your affiliate marketing business can spread to an enormous number of potential customers in a relatively brief period of time. This form of marketing is highly effective and has the additional advantages of being almost entirely passive and costing very little. Once a great word of mouth message starts, it will often spread with little or no further effort on your part.

Contextual Marketing

2008-11-26T07:07:00.000-08:00

Since word of mouth marketing is often passed on through intricate online communities, the content of the message is often more relevant to the needs of the viewer than many other traditional forms of advertising. Potential buyers who learn about your affiliate marketing offers through an online community are far more likely to arrive at your site already pre-sold on your offers. In many ways, this word of mouth contextual marketing help to "pre-qualify" potential buyers to receive more information about your products and services.

Instantaneous Marketing

2008-11-24T06:54:00.000-08:00

One reason why word of mouth is such an effective marketing method is that it places consumers in control of the message. The Internet allows buyers to quickly share information via websites, blogs, social bookmarking -the-new-way-of-internet-marketing - sites, instant messaging, discussion boards and cell phones. Once users find something of interest or value, they want to immediately share it with friends, family and online social networks.

This can be an intimidating thought to many business owners, but you can ensure your word of mouth is good by always proving great products, service and customer support. However, be willing to face up to bad customer reviews. If consumers start expressing negative views of your affiliate marketing business, look for ways to remedy the situation.

Straight from the Horses Mouth

2008-11-21T06:47:00.000-08:00

Word of mouth marketing is a highly effective promotional strategy that involves utilizing the power of personal recommendations to sell products and services. According to one recent consumer survey, more than 75 percent of buyers trust consumer recommendations over any other type of advertising. This means your target audience is more likely to trust the opinions of another consumer than advertising in any other form, including print, television, radio and online ads.

By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.

Why exactly is word of mouth such an effective marketing method? It comes from a trusted source. Due to the highly competitive nature of affiliate marketing, capitalizing upon this trust can be essential for the long-term success of your business.

Buyers are becoming increasingly savvy, which can make it even more difficult for marketers to carve out a place within their chosen niche. By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.

Serena Brock recently selected...

2008-11-11T10:22:00.001-08:00

Halloween at the Office!

2008-10-31T11:56:00.000-07:00

Newsletters? Yes, a tool NOT to miss when building your business.

2008-10-29T06:33:00.000-07:00

Newsletters, sometimes called e-zines, are a necessary and effective business opportunity no entrepreneur can afford to pass up. Depending on your proclivity for writing, newsletters can either be a royal pain in the butt or a whole lot of fun. Decide whether you can handle producing one internally and if not, look for outside help. Newsletters are a great tool to use in your marketing plan. When writing them, consider the following:

Make them personal. This is a great time to communicate your culture and build a connection with your readers. Remember, people work with and buy from those they trust.

Make it interactive. Offer a featured readers section such as a story, questions or opinion section. Give away a discount or free guide if they call with the newsletter code. Another way to track and measure the effectiveness of your newsletter.

Use this newsletter to further enhance your message and address the top three areas that you hope your clients will come to you for. Keep it consistent and easy to follow. Consider having a "tip" at the top to keep your readers attention.

As Seen in Simply The Best Magazine

2008-10-22T08:01:00.001-07:00

Branding?

2008-10-13T08:27:00.000-07:00

A good brand is about consistency and a strong identity. It stems beyond your logo, and if you don't have one, developing your logo or image is a great place to start!

Here are some quick tips:

Logo -- A logo is simply an iconic image to represent your company. The ING orange dot, the Nike swoosh...icons that are consistently used and marketed.

Color -- Corporate colors are increasingly important. While they never used to be as critical, many firms associate colors with what they represent. For example, when we developed the brand for my home care agency, we chose to avoid red since it represented blood.

Shape -- Blocks, subtle marks, soft fonts...every bit of the design is reflective of you - your company - your image.

Tag Line -- Key Words and Phrases -- Consistent language that your target audience can relate to is important and the implementation of these words when spoken or written is used to reflect your company.

USP -- What is your unique selling position? What is your value add? What makes you different from your competition? Everyone is the leader, the best, the only choice, the first choice. But what do YOU do that is TRULY different? Around here, we are Not Your Ordinary Chicks. Simple - makes you laugh, makes you wonder. Exactly what we wanted. We are different and we make a difference in everything we do. It is ok to be different in a marketing agency.

Let me give you a couple of more examples: Avenue HomeCare - An extension of your family. VitaShape MD. Beautiful Cells, Beautiful Self. Estate Planning Law Center ~ Keeping Life Simple

What is your Unique Selling Position?

2008-10-10T11:25:00.000-07:00

For your USP - brainstorm with words that will "move" people. Search the internet. Look at competitors in your market. See what they are doing and offering but more importantly - What they are not. Take advantage of today's volatile market by positioning yourself and your firm as an educational resource. The "leader" in helping people.

Pay attention to your local news and print mediums (newspaper) and market your firm to associate with, support or capitalize on the area concerns/weaknesses. For example, foreclosures or protecting land that people may have. Although they may have lost money in the stock market, they can still protect what they have.

Write articles that address the needs in your area. Submit that article to all media. Post it on your website - on your blog. Send copies to existing and potential professional referral sources. Send copies to your past and current clients. Put copies in your waiting area. Send it to your radio stations - especially those AM talk shows and public TV.

The 3 C's

2008-10-09T07:50:00.001-07:00

Customer Centric Copy - On the internet today it is so important to create an on line reality that is impressive to your target audience. Using the right web content can boost your reputation and make your company more credible on the internet.

Keep in mind that your visitors do not visit to hear about you, specifically. They have found your site in the interest of learning more about what you do, what you offer and what it can do for them.

One way to help you build on line credibility is to publish a case study. It never hurts to offer details of how you have worked with someone else - how you made a difference for them. This not only helps the visitor relate, but also put your services into perspective. It may even initiate further thought or interest in an area that they didn't know you offered.

Finally, case studies can essentially help build a sense of trust with your visitors.

Drive Clients to Your Website

2008-10-06T11:21:00.000-07:00

With the wealth of information available on the web, how do you drive clients to your Web site?

And once they are there, how do you get them to schedule a consultation?

Don't overload your visitors or make it difficult for them to find what they are looking for.
Keeping it simple is your best bet in several ways. For example, clear information on where you are located, how to contact your office and a strong headline that speaks to the unique benefits your firm offers. It is also important not to overload your website with too much information.
Keeping it fresh and up to date is more advantageous than overwhelming people.

You should also avoid too much flash technology on your site, which appears as splash pages or some sort of animation. A lot of 'cool' features will actually impede your ability to be found in an organic search. For instance, if your practice logo is placed on your site as an image vs. text, it's virtually invisible to search engines. What's more, those flashy bells and whistles can slow down the loading time for your Web site. People are incredibly impatient on the Internet.

You've got literally one or two seconds to grab their attention.

ESP?

2008-10-01T09:13:00.001-07:00

Not only do we have it, we used it daily. If your firm is not utilizing the strength of ESP, it should be.

Many business owners have or are beginning to realize the power of the internet, that keeping your information current is critical to your on line success. Your firm has the potential to create a website that compete with your competitors providing that you keep the self-centered content out and the educational material in. After all, at Brock MacNeill, our ESP represents our strength in being a leading electronic service providers.

Serena’s Top 10 Rules and Revelations

2008-09-24T09:46:00.000-07:00

1. Every new hire is great “out of the gates”. Give them a few weeks to settle before making any drastic decisions. There is a good reason for the 90-day trial period!

2. Just because I grew up in Canada doesn’t mean that I lived in an igloo...

3. Marketing is like shaving, if you want look your best and set the leave a positive impression, you must do it everyday!

4. I am not a micro-manager. I give people enough rope to climb to the next level. Unfortunately, some just decide to hang themselves with it.

5. You only have one job to do: Be the best at whatever you chose to do.

6. Have passion for what you do and who you are. If you aren’t happy, perhaps you are in the wrong business or relationship.

7. Everyday is what you make it. Success is a result of passion, commitment and determination.

8. Life’s success is a collaborative effort – without support from my family, my teams and friends – I would not be where I am today.

9. Don’t be high maintenance – just have HIGH standards.

10. No matter what concourse your plane arrives on, your connection is going to take off on another concourse at the other end of the airport...

Videos?

2008-09-03T18:17:00.000-07:00

September 3rd, 2008
Videos are definitely the new wave! We are also excited about incorporating this technology so check back to see ours!
If you consider adding video to your website or blog site, here are some important tips:

1. Keep in mind your own personal frustrations. If you hit a website that takes too long to load the video, the video is hard to hear or see or is just plain boring it did nothing for you, right?

2. Don¹t cheap out on pre-production planning.
Your fixed costs per day for studio time, photographers, stylists, models and assistants can be substantial, so make sure that you have a well thought of, coordinated plan that will run at maximum efficiency. I have been on many photo shoots that could have been wrapped up in an hour vs. 4 or 5 because of people not being ready.

3. Choose a great spokesperson. A carefully selected actor or model could be your single best investment. If you are using yourself, your own employees, or clients, be sure that they present well both physically and verbally.

4. Rehearse your script before production begins. Your spokesperson will be more comfortable with the material, you’ll cut down on the number of takes and can fix any faulty lines. Off the cuff is okay, providing that your spokesperson rehearsed his/her thoughts before taping.

5. Avoid outdoor locations, if possible. Studio shoots are more efficient.
“Controlled lighting and better staging to allow you to shoot 3 to 4 times more sessions per day.

Serena L. Brock

Start Thinking Strategically

2008-03-24T16:02:00.000-07:00

Most attorneys and financial professionals do not have a strategic plan for growth. In fact, many of those who come to work with us, have never considered putting together a business succession plan - complete with a strategic growth option. Why should you have one?

10 Benefits of a Strategic Plan:

1. Look at your first quarter results - do you feel that you have a focus on the best opportunities that will provide a vast increase in your sales, marketing and operational effectiveness?

2. Review your marketing plan - does it keep you constantly in front of the right prospects so that you have less stress to enjoy your career and have a happy balance between work and personal?

3. Are you able to synchronize your business development with your personal values? This can lead to unparalleled success for you.

4. After this first quarter, do you feel that you have a foundation for on -going revenue generating systems? If not, you should revisit your plans to ensure cash flow in the future.

5. Your strategic plan should have a clear timeline that details how fast you "can" and "should" grow.

6. Review your referral tracking sheets and examine the referral sources, amount of referrals and the quality of the leads. What is the closing ratio? Do you need to make any changes for the 2nd Quarter?

7. Your sales and marketing should be working in unison. Do you have a solid plan of action? Is it working for you?

8. Look at the first quarter from an outside view. Are you - the attorney or financial professional - stressed? Overworked? Compromising your personal time and/or relationships? If yes to any of these, it is a good time to implement a business structure that will permit you to gain control of balance.

9. Order - effectiveness - efficiency test. If any or all is not as solid as it could be - work on correcting it. There are 3 quarters left in the year, get a handle on it before it gets to late.

10. If you do not have a solid marketing strategy, work on one. You need to drive quality referrals and close more business.

Attention Employers!

2008-02-07T16:00:00.000-08:00

I’m sure it wouldn’t surprise you to learn that the annual cost to U.S. businesses due to lost productivity of working caregivers is a whopping $17.1 to $33.6-billion dollars*.

As Boomers grow older, the number of workers raising kids while simultaneously caring for aging parents is skyrocketing. When they are torn between caring for elderly loved ones and the demands of their job, the impact on work performance can be staggering.

· Missed deadlines!
· Loss of productivity!
· Absenteeism!

It all adds up. It’s estimated that businesses lose $2,441 per employed caregiver each year.
Ideally, no one would have to look to outside help when a loved one needs care, but sometimes, it can’t be avoided. The days of large extended families are gone. Without that safety net, more and more often, care of an aging parent falls on a single caregiver. Few of us have the luxury of staying home to do so. How many of your employees are part of this “ Sandwich Generation”? If I could show them how to maintain a healthy home/work life balance would they want to know? Here are just a few topics I can cover:

Stress Management. Taking on the responsibility for an elderly loved one’s health and wellbeing can be overwhelming. With the proven and effective stress management tools I will outline, caregivers will learn how to lessen anxiety at home and increase productivity on the job.

Practical Tips. I can teach your readers how to trouble-shoot a home with a special focus on elder issues, and explain safe lifting techniques to maximize safety and comfort for caregivers and their families.
Why listen to me? I am president and CEO of Avenue HomeCare, a Charlotte, N.C.-based provider of home healthcare services. Since launching this company in 2004, my vision has been to be the preferred and trusted leader in home care, respected for providing the most effective, compassionate and innovative care possible. The experience of my staff, which, unlike other homecare providers, includes licensed clinical nurses and nurse practitioners, is unparalleled.

In addition, I currently run two other successful companies. I am CEO of Brock MacNeill Consulting/Marketing, a national marketing, business strategy and consulting firm, also headquartered in Charlotte, and a principle partner in VitaShapeMD™ an all-natural, cutting edge, anti-aging supplement. With more than 15 years’ entrepreneurial experience directing and writing marketing campaigns, creating shareholder reports and conducting road shows, I am nationally recognized as an authority in several diverse areas of business and advocacy, helping clients define and achieve growth objectives through innovative approaches to sales, public relations, marketing and business development.

As a speaker and writer, I’ve lent my expertise to such topics as sales training and motivation, recruiting and retention, business development and planning, brand definition and implementation, investor relations, and strategic marketing. Most recently, and perhaps closest to my heart, I’ve been addressing issues that impact the healthcare industry, especially as they relate to the aging population’s urgent need for pro-active strategies regarding future healthcare plans and the engagement of quality caregivers.

Bottom Line: If you want to help your employees bust stress, boost productivity, and find a happier, healthier work/life balance, I can show them how.

We DO Judge a Book by its Cover

2008-01-11T15:59:00.000-08:00

Ah, the old adage, don’t judge a book by its cover. But, in fact, in reality we do judge everything by its outward appearance.

Your clothes set the stage. Your words set the tone. And your actions set everything else in motion. If you’re looking to impress, don’t compromise on what you wear, the words and the tone you use, and especially in your actions. First impressions speak volumes about what will happen next.

Impressions are formed from your appearance, your voice and choice of words left on a voice mailbox, as well as your actions made with new clients, employees or colleagues.

Your business is judged on how your employees answer the telephone, how they accommodate your clients, how they dress, and most importantly, how they represent you. Additionally, your business is judged on how your materials look, from the logo to your printed materials, website and complimentary company gifts.

It has been said that 90% of people form an opinion within 10 to 40 seconds upon meeting you or viewing your materials. Once people draw conclusions, they are reluctant to change their minds, and negative first impressions may be formed quicker and are harder to overcome.

An effective first impression must also be communicated within your company materials. Design and usability DO matter. It’s a relatively simple rule . . . you rarely get more than one chance to capture and hold the first-time customer. In this day and age of brand oversupply and impression overload, that first impression counts. It creates an instinctive aura by which we judge the brand and how we evaluate its relevance to us as consumers. Consider it a pheromone radiating a hidden aura of attraction and goodwill. It also establishes an early warning system for the future. Is this a brand that I would want to revisit and buy again another time? Does this professional have the credentials that I am looking for? Do they in fact have the experience needed to take care of me? The old “trial versus repeat” battleground. Incidentally, the Gartner research firm advises that a 5% increase in customer retention results in a whopping 60% increase in profitability over a five-year timeframe.

First impressions are not all “touch” in the pure physical sense. They’re more than a bad experience or transaction with the salesclerk at the checkout line. Impressions are formed in a myriad number of ways, from a telephone greeting to email response time; from lobby décor to employee dress code; from CEO personality to media message. For your firm, it may be advertising that reeks of mediocrity and inconsistency resulting in loss of interest. Is this what you intended? Did you compromise your brand because of a small marketing budget?

Marketers are finally waking up to the fact that a good first impression is in many ways tied to exemplary customer service, which in turn, contributes mightily to brand loyalty and customer retention. Many customers are now looking to various technology platforms to address the problem. Unfortunately, that solution cannot be dismissed lightly. Most of us today are spoiled by the instantaneous information that the world wide web provides. Thus, when calling on a new vendor, we expect them to know everything or “find it out on their own”, rather than waste time repeating tiresome information, such as what we do or where we are located.

Regardless of the superior levels technology has achieved, customer service will never replace the impressions of human contact. Technology may in fact frustrate us, if and when it fails, but it is you and your staff that will have the opportunity to save the day.

My advice, you ask? Concentrate on your most valuable assets: YOU, your employees and your marketing pieces. For YOU, it is first impressions. For your employees, it is selective hiring, training, coaching, and accountability. Your marketing should be a direct reflection of you and your culture without words.

Good bye 2007, HELLO 2008!

2007-12-26T15:59:00.000-08:00

As the New Year is just around the corner, I want to take this moment to wish all of you a safe and enjoyable holiday! 2007 brought many good things our way – new companies, new relationships, new friends and a solid foundation for 2008!

On behalf of my teams here at Brock MacNeill, Avenue HomeCare, VitaShapeMD and Krause Financial Services, I wish you a Happy New Year and an incredible, successful and prosperous 2008! We appreciate your business, continued support and look forward to working with you again this year!

All the best,
Serena

Physicians Assemble to Discuss Anti-Aging

2007-12-04T15:58:00.000-08:00

Las Vegas, NV—December, 2007
Thousands of physicians, scientists, educators, and media will convene at the 15th Annual World Congress on Anti-Aging Medicine & Regenerative Biomedical Technologies in Las Vegas, Nevada hosted by the American Academy of Anti-Aging Medicine. The Congress will take place from December 10-15, 2007 and will bring medical and technology professionals together with the common goal of convincing the public that “aging is not inevitable.”

As anti-aging is the fastest growing new medical specialty for physicians, the Congress will include over 40 notable speakers and numerous opportunities for attendees to find out what is new and exciting in the field. This year, the breakthrough anti-aging and wellness supplement, VitaShapeMD™ will be represented. Many attendees are anticipating learning more about the ground-breaking supplement, formulated by Paul C. Drago, MD.

Dr. Drago is revered in the progressive field of anti-aging as an accomplished surgeon, anti-aging physician, and educator. He has been honored with numerous accolades, including being selected to “America’s Top Physician” by the Research Council of America for the fourth consecutive year, as well as the title “Top Anti-Aging Physician.” As consumer demand for youth, beauty, and energy has skyrocketed, Dr. Drago’s practice, Genesis Anti-Aging & Cosmetic Surgery in Charlotte, NC, has experienced astounding growth.

So that Dr. Drago can focus on his patients and to manage the growth of his practice and represent his supplement products, he has selected Serena L. Brock and Liz MacNeill of Brock MacNeill Consulting & Marketing. Ms. Brock and Ms. MacNeill will attend the Congress in Las Vegas as representatives of VitaShapeMD™. These all-natural supplements are promoted to enhance energy, encourage weight loss, and contribute to overall wellness.

To learn more about the 15th Annual World Congress on Anti-Aging Medicine & Regenerative Biomedical Technologies, please visit www.worldhealth.net/event. For more information regarding Dr. Paul C. Drago’s practice, Genesis Anti-Aging & Cosmetic Surgery, and VitaShapeMD™, please visit www.genesisnewbody.com and www.vitashapemd.com.

Open Your Eyes

2007-11-03T15:53:00.000-07:00

Many of you may have received this in your email. It is so true that I felt it was worth posting on my blogs as a simple reminder. The happiest of people don't necessarily have the best of everything; they just make the most of everything that comes their way.

Unknown Author

Too many people put off something that brings them joy just because they haven't thought about it, don't have it on their schedule, didn't know it was coming or are too rigid to depart from their routine.I got to thinking o ne day about all those women on the Titanic who passed up dessert at dinner that fateful night in an effort to cut back. From then on, I've tried to be a little more flexible.How many women out there will eat at home because their husband didn't suggest going out to dinner until after something had been thawed ? Does the word 'refrigeration' mean nothing to you?How often have your kids dropped in to talk and sat in silence while you watched television?I cannot count the times I called my sister and said, ' How about going to lunch in a half hour?' She would gas up and stammer, 'I can't. I have cl othes on the line. My hair is dirty. I wish I had known yesterday, I had a late breakfast, It looks like rain.' And my personal favorite: 'It's Monday.' .She died a few years ago. We never did have lunch together.

Because we cram so much into our lives, we tend to schedule our headaches.. We live on a sparse diet of promises we make to ourselves when all the conditions are perfect!We'll go back and visit the grandparents when we get Steve toilet-trained. We'll entertain when we replace the living-room carpet. We'll go on a second honeymoon when we get two more kids off our hands.Life has a way of accelerating as we get older. The days get shorter, and the list of promises to ourselves gets longer. One morning, we awaken, and all we have to show for our lives is a litany of 'I'm going to,' 'I plan on,' and 'Someday, when things have settled down a bit.'

When anyone calls my 'seize the moment' friend, she is open to adventure and available for trips. She keeps an open mind on new ideas. Her enthusiasm for life is contagious. You talk with her for five minutes, and you're ready to trade your bad feet for a pair of Rollerblades and skip an elevator for a bungee cord. My lips have not touched ice cream in 10 years. I love ice cream. It's just that I might as well apply it directly to my stomach with a spatula and eliminate the digestive process. The other day, I stopped the car and bought a triple-decker. If my car had h it an iceberg on the way home, I would have died happy.

Now...go on and have a nice day. Do something you WANT to......not something on your SHOULD DO list. If you were going to die soon and had only one phone call you could make, who would you call and what would you say? And why are you waiting?Make sure you read this to the end; you will understand why I sent this to you.

Have you ever watched kids playing on a merry go round or listened to the rain lapping on the ground? Ever followed a butterfly's erratic flight or gazed at the sun into the fading night? Do you run through each day on the fly? When you ask 'How are you?' Do you hear the reply?When the day is done, do you lie in your bed with the next hundred chores running through your head? Ever told your child, 'We'll do it tomorrow.' And in your haste, not see his sorrow? Ever lost touch? Let a good friendship die? Just call to say 'Hi'?When you worry and hurry through your day, it is like an unopened gift....Thrown away.... Life is not a race.

Take it slower. Hear the music before the song is over. It's Friendship and FAMILY WEEK Show your friends how much you care. Send this to everyone you consider a FRIEND. I cherish our friendship and appreciate all you do. 'Life may not be the party we hoped for... but while we are here we might as well dance!'

New Year’s Bizolution

2007-10-21T15:56:00.000-07:00

It is that time again! It is so easy to get caught up in the joyous side of the holidays. However, for us business owners, amongst the celebration, is succession planning for next year. My, how time truly flies….
Hard to believe that it is time to look at your business strategy and, if necessary, chart a new course for your company.

Whether you have launched a new company or have an existing one, consider your annual check-up. Once you see what is working and what needs fixing, you can correct the course as needed, set new objectives and take better control of your business future.

Planning for your business is a dynamic process. Cash flow, service and product lines, changing industry specifics and human capital are just a few of the areas on which to reflect. Your business plan should constantly evolve to accommodate these changes.

As you begin down the road of 2008 planning, consider the following areas:

Your vision. Is it still relevant? Can it take you into the future? If not, you may need to rethink your mission, and consider why and how you will meet your goals.

Your employees. Do you have the right employees? Are they willing, capable and able to meet your goals? Do you need more of them?

Client Fees and Product Costs. Have you reviewed your costs associated with your services, products and related overhead? Are you making money?

Employee compensation. With today’s fast growing industries and shortage of quality, dedicated employees, have you taken the time to investigate whether or not you are competitive and taking the appropriate measures to ensure employee retention?

Policies and Procedures. Are yours up-to-date? Chances are you have introduced informal guidelines during the year that have become de facto policies. Now is the time to review and formalize those policies, adding them to your employee handbook and internal policy and procedure manual.

Outsourcing. Is your current staff capable of handling all areas needed to manage and grow your business? Could you benefit from using professionals outside your company?

Marketing. Do you have a website? A blog? Are you using Search Engine Optimization? Do your materials reflect your culture and where you want to go? Are you getting a return on your marketing investment? Year-end is a great time to consider networking or advertising campaigns and other strategies for garnering more market share or possibly entering into new markets.

Opportunities. Are you overlooking opportunities in which to grow? Don’t let your business model lock you into one model, or keep you from recognizing new areas in which to grow.

Resources. Do you have the resources to manage growth? Staff and cash flow need to be considered. If your business catapults, can you manage the increase in business and support the additional rising costs?

Accounts Receivable. Cash flow is crucial to the overall business. If your receivables are not timely, you may run into cash flow issues. We recommend that all of our clients prepare an annual cash flow budget that estimates a year’s worth of cash outflows and inflows. This will also help you to project for an increase in marketing, people and possibly launch a new product or service line.

Are you having fun? If you do not enjoy going to work everyday, then it is very likely that your employees do not either. Passion for your work and leading by example are critical to your overall success.

Make your New Year’s Bizolution a great one! Invest the time into planning for your new year and allocating the appropriate budget to your continued growth and success!

Get Naked!

2007-10-17T15:52:00.000-07:00

It is not your ability to sell or the inability of your service or product. What is most important on consumers minds today is trust - or the lack of it.

To make it simple, lets call it ~ Get Naked. By this, I mean being openly honest and transparent in all of your business dealings. I am successful for a lot of reasons - most of which begin with my sincere interest in people and my ability to earn their trust. Yes - I said earn. Trust is like respect - you earn it.

Competition in our world today has increased dishonesty. Simply - I believe a lot of sales pitches are based on omitting information or embellishing the truth in order to manipulate people.

Customers today, as we all know, are tougher to find and even more challenging to retain. Bragging, lying or manipulating them in an effort to win or sustain their business cannot only hurt you ~ it can destroy you. In the old days, it might have just ticked them off. But today - when people, regulators and seasoned clients are more skeptical, it is best to provide verifiable details on all fronts. Remember - the "www" provides immediate access to information and history. If you don't tell them - they'll Google you and find out anyway.

Be totally upfront about your business and other related areas. Don't be afraid to mention mistakes you've made and the lessons you've learned. Any business professional will recognize and appreciate your honesty and experience. After all - you've earned your experience the hard way by learning from mistakes!

Finally, give clients a clear view of who you are as a person. Show that you have a personality - feelings and sincere interest. Who you are on the inside reflects what you are on the outside. The quickest way to destroy trust is to come across as a phony. So, if you are really ready to earn the trust of your clients ~ Get Naked by being upfront, sincere and honest. It will not only please most, it will fascinate others!

Always carry your business cards

2007-10-07T15:50:00.000-07:00

Anyone can market. Anyone can put some fancy pictures and copy together for distribution~especially today. Software technology has made it as simple as coloring in a child's coloring book. But, does it work? Did it work for you?

So often, I run into people that share with me the exorbitant amounts of money they are or have spent on marketing their product and/or business. The first question that I ask is: is it working for you? What is your ROI? Do your materials reflect who you are? Your company's culture?

Marketing is the easy part - proper implementation, follow up and having measurable results is the key. Today, next to the Internet, word of mouth marketing is one of your best referral sources. All marketing should be measurable, though. After all, why would you dedicate 6-10% of your annual revenues to a program that yields little to no results? Would you buy a car only to leave it in the driveway? A suit 2 sizes too small? I think you get the picture.

Marketing should be a direct reflection and representation of your firm - your value proposition. Feel confident that when you exchange business cards, the recipient will remember you for future referrals. I know that when I hand you two of mine, I expect you to keep one and hand the other out on my behalf!

You Only Have One Job To Do!

2007-09-27T15:45:00.000-07:00

So why is it then that so many things are forgotten?

Why, when I request an exhibitor’s package, does the salesperson "forget" to send it? Why can I order hummus for an appetizer, have the waitress drop it and have to wait until the end of my entree to get a new appetizer? Why would you become a nurse if you are afraid of needle sticks? Or not like to work with a patient on a vent because it makes too much noise? Or this, I believe is my best encounter! How is it that in a garage where there is only one employee responsible for reattaching your tires, they forget to put the lug nuts on? - Yes, I drove away (in a classic year Mercedes by the way) and felt my car hit the pavement when my rear tire went "rolling off" because there were no lugnuts. In our ever so competitive business world, customer service seems to be getting worse, instead of better.

I do realize that many of us juggle multiple responsibilities and have less time to accomplish them. But lets face it folks - it is ultimately survival of the fittest. Do you think that I would be a return customer in any of the above situations?

As an employee you should put your best effort into your job at all times. As a manager or business owner, you need to recognize the weaknesses of your staff and realize that people work best under supportive guidance, with adequate time to complete their responsibilities and hold them accountable for their work. Trust me - the company responsible for my "rolling tire" was never on my "referral" list. In fact, when asked by others for recommendations, I made a point of telling my story. We all know how quickly "word of mouth" travels!

Every one of us has the opportunity to choose your field of employment and to some extent, where we work. So, in your position, you ultimately have one job to do .... please for the sake of us customers.... Do It Right!