Branding your small business

With so many small businesses in the marketplace, how do you differentiate yours from the competition?
If you want to set yourself apart from the others you will have to think outside the box. The most important things to remember when conducting business are the three C’s; Creativity, Credibility and Clients.
Creativity
You shouldn’t follow the sheep when creating your business brand, be different, daring and innovative. Think about what you could do that your competitor isn’t doing or if your product or service is similar, find a way to do the same thing but in a different and more effective way. Consider what you can do to add value in a new and interesting fashion.
Credibility
When building your brand in the market it is important to remember that first impressions are everything. You should always have a good turn around time and a quick response to enquiries to strengthen your credibility. People talk and just one unsatisfied customer can damage your brand name and reputation.
Clients
Clients are essential in keeping your business thriving and growing. This isn’t science, it’s how businesses work. If you can’t keep your clients then you can’t keep your business. Consider having annual sales and discount coupons for your regular and first time customers. Coupons are a great way to get your brand name out there and more companies should use them to strengthen their trademark.
Separating your business from another business takes a lot of work and persistence and the best way to make it work is to leverage off everything you do. Make sure that you conduct your business in a creative and credible way where your clients are your number one focus. If you do this, you will be sending your company in the right direction towards creating the brand you desire.

Written by Cae Besaw
www.etiquettesystems.com
cae.besaw@etiquettesystems.com

Websites that work

How many of your customers come to you as a result of your website? If the answer’s not many, perhaps it’s time to put the spotlight on your site’s content and look at the best way of writing websites.

Reviewing our own websites is a task many of us procrastinate over - yes I admit including me - since I launched my website in 2006 (www.leadingvalue.net) I am ashamed to say I have only update it a few times.

But as a communicator and marketer I know that regularly checking all the weapons in your marketing arsenal, including your website, is a valuable exercise. So it is part of my business focus over the next few months...what about you?

So perhaps its time to give your website and check it meets the following criteria:
1. Is it useful and relevant to my target market?
2. Has the content been written with the web in mind?
3. Is it current?
4. What do people think?
5. How many people are visiting and staying?

Writing websites with decent web content requires time and effort, but it’s worth it if you want to turn browsers into buyers. Get writing and improve your online presence today!

All the best
Heidi Alexandra Pollard

SHARE YOUR THOUGHTS

Recently posted was a message from “Blankset” who asked some questions about the industry and I’d like to open them up to you all for comment.

Q1 What is the best approach to making media contacts within industries in which you are completely un-networked? A simple email intro?

Q2 Who is the best first-point-of-contact person at various publications?

Q3 What are some of the most exciting break-the-mold new types of 'PR' you have observed in the last 5 years?

I have my thoughts – what are yours? Feel free to post a reply answer to one or all of the questions.

CONFERENCE OF INTEREST TO THOSE IN GOVT SECTOR IN NSW AUSTRALIA
Following is a link to a conference in Sydney on “Achieving Internal Communications Best Practice in the Public Sector” that I am delighted to be speaking at

http://www.arkgroupaustralia.com.au/events-b078-internalcommsps.htm
Yours in prosperity, passion and purpose
Heidi Alexandra Pollard

Measuring employee engagement in an ideal world

In the latest issue of Strategic Communication Management, Michael J Critelli, CEO of Pitney Bowes, describes how – in an ideal world – he'd like to track employee engagement.
He sets an imaginary scene where he can open up a management dashboard and the communication screens provide him with high-level data on the reach, comprehension and engagement ratings achieved in the first day of the roll-out of his communications plan. Interested to know more? Read his full article to get ideas on how to make your own communication performance data more compelling.
http://www.melcrum.com/services/topic_alerts/source_comms/050907/SCM11514.pdf
Until next time all the best
Heidi Alexandra Pollard
The Professional Communicators Coach

Try before you buy

The marketing strategy of sampling or "Try before you buy" is still alive and well it seems.
For example: iTunes Store lets you hear samples of any song before purchasing, Baker's Delight offer you a taste of their daily bread or scones special at the counter. In my own coaching practice I offer all new potential clients a free coaching session so they can see if my coaching style is a good fit for their style and to see if coaching is for them.
I find this is the best way to add value to a potential client and allow them to get a real life experience of the benefits of coaching.
Sean D'Souza, a marketing writer described revealing a lot of your best material as "The Bikini Concept" because a little taste makes people interested in finding out the rest. Here's a link to his article http://spidersecret.com/so-what-if-you-give-most-of-it-away-the-bikini-concept/
So have any of you ever offered a trial product, sampling of information or services as part of your marketing strategy?
Cheers
Heidi Alexandra Pollard

How to network like a pro online

Dear Communicators
As you know in our industry your networks are like gold.
Some people say it's not what you know but who you know that matters - I believe it goes further than that - I believe it is who knows what you know that really counts when it comes to leads, referrals and 'getting known' in your industry.
Not that I am saying that your worklife should revolve around getting known - such a goal on its own with no substance supporting it would not reap the rewards you are looking for. What I mean is that once you get good at your chosen field and become comfortable with your level of expertise it's time to share that - so don't be a secret! Why is it that so many of us who are in PR, marketing or advertising are so brilliant at writing great copy for a client, designing strategies and implementing media plans to help them get known and then we don't apply the same principles in our own careers? The plumber with the leaky tap strikes again!
Today I thought I would share with you a link to an article about getting known in cyberspace (for all the right reasons of course). To read more about "How to network like a pro online" visit http://money.ninemsn.com.au/article.aspx?id=285652
Haven't got a web presence at all yet? To get started come and connect with me on the new site APsense by following this link: http://www.apsense.com/user/heidialexandra
Until next time
Cheers
Heidi Alexandra Pollard
The Communicators Coach

Prosperity, passion and purpose

Life is so fantastic when you love what you are doing, are on purpose and achieving the goals you have set for yourself.

I've just celebrated a birthday and have to say getting older doesn't bother me in the slightest. In fact I am so grateful to be living right here and now and have the opportunities to coach so many wonderful communications professionals to achieve their goals and dreams. My clients are the best I love that they are so honest with themselves and I and are willing to stretch themselves - it is an honour to be a part of their lives and professional careers - thanks guys!

Here's a picture of me on my birthday surrounded by gorgeous flowers the love of my life sent me! Pictured with me is the other love of my life - my gorgeous pup "Chops".

Yes indeed I look a little tired - that's what celebrating does to you! (Thanks Nic for the bling bling earings).

All the best

Heidi Alexandra Pollard