Archive for April, 2009

Unnecessary Change

Thursday, April 30th, 2009

I love Apple computers. I bought my first one in 2005, and I’ve never looked back.

But despite my feelings towards their products, sometimes they peeve me a bit.

My new MacBook Pro arrived yesterday.  And the thing is a computing animal. Light, fast, thin, and easy to get around.

Except one place: The flippin’ mousepad!

The old mousepad design was excellent. There was a large pad for your fingers, and one large button right below the pad. Everything you needed to get around your laptop.

But this new design makes it a real pain. Now, there’s an even bigger pad, but no button at all. “No button?” you ask?  That’s right. Because they’ve made the whole pad into a button.

Sounds neat in theory, sure. But if you’re one of those people who’s gotten good at dragging things around with your fingers while using your thumb for the button, suddenly you’ve got to make a major change. Using your thumb for the button-pushing tasks makes the cursor slide around. Just when you’ve got it where you want it, you press the pad and it moves!

This mouse button thing got me thinking about necessary and unnecessary changes. To me, this change seems unnecessary. More than that, it’s a change for the worse. 

And if that doesn’t sound like the marketing decisions a lot of companies are making right now, I don’t know what does. 

This is exactly the kind of thing that happens when we make decisions out of fear. The economy tanks and we panic. We think “Geez, I have to do something!” and we go running full speed into the comfort of old marketing habits. 

That’s not going to help us, people. 

Consumer trust has fallen through the floor. A big “buy now” campaign isn’t going to help you rebuild it. 

Something that will help is establishing a social media presence. Opening yourself and your business and giving people the chance to interact with you on their own terms. That builds trust.

Social Media is just one more way that the Internet has leveled the playing field. If you know how to reach your customers with it, you’re ahead of the game

Fear (Itself)

Wednesday, April 22nd, 2009

I’ve been thinking about Fear a lot lately.

Actually I’ve been thinking about fear a lot for about 4 years now. More on why at a later date.

Last week I took some time to sit outside and really dig into my thoughts.

Within an hour I had written three full pages of notes about fear. Fear Vs. love…dealing with your fears without being a crazy person…Franklin Roosevelt…

The usual stuff.

When I was done, I had re-realized something I came to believe a long time ago. That fear, in it’s many forms and disguises, is always the thing that holds us back from doing what we want or what we ’should’ be doing. That if we ever really want to accomplish our goals, we’ve got to deal with our own fear first.


So here’s what I want to do this week
:

I had a teacher a few years ago who taught me a great analogy. She compared fear to a dark, unfamiliar room. When we’re in that room, we don’t have the confidence to move freely because we don’t know where we’ll stub our toes or knock our heads.

One way to turn the light on is to speak your fear. Admitting what scares you is like shining a flashlight on it. And usually what you see is a scared little puppy, barking it’s heart out to scare you away from something he thinks will hurt you.

So today I want to tell you something that I’ve been keeping from you. Ready? Here goes:

I have a second job at a local chain restaurant. Yep. In addition to writing and designing and marketing, I sling pizza. I wear a goofy, hideous tie with a square bottom, and a uniform whose pieces look awful together.

Why have I been afraid to admit such a small thing? I had my reasons. I felt it clashed with a ‘professional’ image. I didn’t want you to think I was a fake. I didn’t want to admit that for a portion of each week, I do a completely unrelated, uncreative job just to get some health insurance (which is why I work there, by the way. Not to get political, but it’s the only way for me to afford health care).

And hopefully you don’t think those things about me. But if you do, that’s ok.

Havi Brooks makes a great case on her site that success in small business is about finding your right people. And I realize now that having that silly little secret out in public won’t hurt me, it will help me. The people who read this and decide not to work with me? They’re absolutely in the right. They can tell that we’re not a good match for each other. It saves us both time and frustration.

But the people who read this and are further encouraged that I can help them – you’re much more likely to get along with me. You’re more likely to be my right people.

And if that’s you, cool!  Welcome to the new, smaller, closer circle of br.com readers. I’m extra happy to know you.

And huge, gigantic, incredible thanks to Havi Brooks. I’ve just started reading her stuff, and she’s already inspiring change in me. You can check her out at www.thefluentself.com.

A Good Start in SEO

Wednesday, April 15th, 2009

Google didn’t get so powerful by being a “pretty good” search engine. They got powerful because they consistently come through on their promise to deliver the most relevant results to searchers.

One of the ways they continue to deliver relevant results, even as the internet gets more and more crowded, is by evaluating a site’s written content for things like keywords and semantically related phrases. Generally speaking, it’s safe to say that having a lot of great written content that features your keywords and their related phrases will push you higher on a Google results page.

So what’s your best SEO strategy? A good way to start is to choose a few keywords that you can own (at least locally) and fill your site with informative content that features your keywords.

{If you need a little help getting started, don’t forget that I’m giving away SEO evaluations for free this month.}