Go Button Marketing

Personal Development Plans & Porgrams

2011-12-17T11:50:00.000-08:00

http://www.athenawomencoaching.com/orange-county/personal-development-plan-programs-tips.html

Sober Living in Orange County, CA Starts Now!

2011-12-05T08:40:00.000-08:00

Sober Living in Orange County, CA Starts Now!

OC Mom Blog Shares Tips

2011-12-04T09:21:00.000-08:00

http://www.athenawomencoaching.com/orange-county/starting-your-oc-mom-blog.html

Orange County - A Happy Woman Is Never Ugly

2011-12-03T08:14:00.000-08:00

http://www.athenawomencoaching.com/women/a-happy-woman-is-never-ugly.html

New Documentary Exposes What Drives $330 Billion Psychiatric Big Pharma Drug Industry

2011-11-29T08:16:00.000-08:00

New Documentary Exposes What Drives $330 Billion Psychiatric Big Pharma Drug Industry

Tools For Life DVD Features Answers to Drug and Alcohol Abuse

2011-11-26T20:07:00.000-08:00

Tools For Life DVD Features Answers to Drug and Alcohol Abuse

Alcohol & Drug Intervention Orange County

2011-11-25T22:41:00.001-08:00

http://www.athenawomencoaching.com/detox/alcohol-drug-intervetion-orange-county.html

Orange County - Women & Low Self-Esteem Issues

2011-11-20T08:54:00.000-08:00

http://www.athenawomencoaching.com/orange-county/women-low-self-esteem-issues.html

What the Orange County Marijuana Expo Won’t Tell You

2011-11-19T21:32:00.000-08:00

What the Orange County Marijuana Expo Won’t Tell You

This is a link to the full truth on the adverse effects of marijuana; includes an important video.

Orange County Spiritual Counseling

2011-11-19T07:46:00.000-08:00

Orange County Spiritual Counseling

Rehabilitating A Drugged Society – The Magazine

2011-11-17T22:13:00.000-08:00

Rehabilitating A Drugged Society – The Magazine

The Purification Program – An Effective Detox Solution

2011-11-15T08:03:00.000-08:00

The Purification Program – An Effective Detox Solution

“The Truth About Drugs” Documentary DVD Now Available in Orange County

2011-11-12T00:59:00.000-08:00

“The Truth About Drugs” Documentary DVD Now Available in Orange County

Life Coach Orange County, CA - Carlie Dearborn

2011-10-29T08:18:00.001-07:00

Great post: http://www.athenawomencoaching.com/uncategorized/life-coach-orange-county-ca-carlie-dearborn.html

Sole Purpose Of The Purification Program

2011-10-18T08:01:00.000-07:00

Sole Purpose Of The Purification Program

Marijuana Abuse

2011-10-09T21:00:00.000-07:00

Marijuana Abuse

The Harmful Effects of Marijuana - The Importance of Marijuana Detox

2011-09-24T06:33:00.000-07:00

The Harmful Effects of Marijuana - The Importance of Marijuana Detox

The Need for Detox

2011-09-21T00:15:00.000-07:00

The Need for Detox

Check Out This Web Site

2011-09-08T00:35:00.000-07:00

http://www.cleanseanddetoxprogram.org

Cleanse 9/11 Fallout Toxins From Firefighter's Body

2011-09-07T08:45:00.000-07:00

Cleanse 9/11 Fallout Toxins From Firefighter's Body

Flight Pilot Benefits From Detoxing His Body

2011-09-06T04:55:00.000-07:00

Flight Pilot Benefits From Detoxing His Body

The Need for Detox

2011-09-03T23:19:00.000-07:00

The Need for Detox

Dear Followers

2009-10-27T09:22:00.000-07:00

Thanks for following me. You can now see my new web site and my posts at
www.dynamicrevenuecoach.com. Pass this on to those who want to make more revenue!

Best, Edwin Dearborn

Gmailers Most Active

2009-08-31T10:43:00.000-07:00

Subscribers to Google’s popular Gmail service exhibit higher click and open rates and lower bounce rates than subscribers to Yahoo mail, Hotmail and AOL email, and thus appear to be more engaged with the email messages they receive, according to a study by Mail Chimp.

A recent analysis of the statistics for more 184 million emails sent from MailChimp’s email service segmented the message recipients by email provider (Yahoo, Gmail, Hotmail, AOL, Comcast). It revealed that emails sent to Gmail users had a 30.94% open rate (compared with 25.54% for mails sent to Yahoo.com domains, 20.09% sent to AOL.com domains and 23.79% sent to Hotmail.com domains).

The study also found that Gmail users exhibited a 7.41% click rate (compared with click rates less than 5% for the other services).

MailChimp noted that the number of emails it has sent overall to Gmail users (29 million) has surpassed the number sent to subscribers of AOL (28.75 million), even though AOL has been around for much longer. However, in terms of emails sent, Yahoo and Hotmail are still the more “mailed-to” domains.

Though Mail Chimp did not offer any definitive conclusions for why Gmail subscribers appear to be more engaged, MailChimp’s Ben Chestnut said in a blog post that it “could be some demographic kinda thing.”

In what may or may not be related to these findings, a recent report on email deliverability from Return Path revealed that Google’s Gmail service is the most difficult US-based ISP for permissioned marketers to reach, with 23% of emails that marketers sent to Gmail never reaching the inbox. This more intense filtering may be a factor in ensuring that that more relevant emails reach users who are interested in them, resulting in more clicks.

Making Connections with Networking

2009-08-22T22:46:00.000-07:00

Many people network, but very few actually connect.

I was at a seminar today with CPA's and Dentists from all over the United States and had another opportunity to engage and make new friends. And once again, I learned a valuable lesson.

Many people were interested in talking about themselves, but so few were interested in others. Oh yes, they appeared to listen, but only for so long.

I had the chance to listen to what concerned two particular people. Both had problems and both had not really resolved them. When I listened and suggested ideas or tactics, they were both pleasantly surprised that I took an interest to such a degree that I actually had viable ideas to their resolution. Now mind you, these were not revolutionary ideas, just simple and workable.

The first gentleman was new to his job as a marketing director. I demonstrated that using analogies to well-known events was effective. This is the essence of positioning and story telling.

My second encounter was with a CPA who had to become more aggressive in marketing, as some of his old clients had gone bankrupt. When I pointed out that most that had not failed fit certain demographics, we discussed how the existing clients could be surveyed as to why they used him, what he offered that was most appreciated, as well as determining their needs and wants. From there, we could see who else was like this and target those types of markets.

The field was open as he never really had to market before is a smooth riding economy. But once the Titanic hit the economic iceberg, then he had to head for some promotional lifeboats.

Of course, both offered their cards without even asking. I wan an ally, and source of help, versus a hand sticking out to somehow schmooze my way into their lives.

Approach, engage and enlighten. Do this daily and you will have a huge network of people to do business with.

Best, Edwin Dearborn

Small Web Ads Just As Effective

2009-08-21T18:57:00.000-07:00

Smaller online ads may just be more effective than their larger counterparts, a new study by Dynamic Logic found.The study shows that ad shape and placement may be more important than size. Half banners, at 234 x 60, and 180 x 150 rectangles were shown to be more effective than ads that frame the page, like high-profile leaderboards and skyscrapers. It is possible that users no longer see such framing ads because they have developed “banner blindness.”

In addition, smaller ads may be more effective because they tend to be better incorporated into the content of Web pages. However, that does not mean that larger ads don’t work, said Ken Mallon. He points out that the research was based on 2,390 online display campaigns that took place over the past three years.

The study also found that ads which used video had the best results in terms of branding goals such as brand favorability and purchase intent. Video campaigns worked best compared to campaigns using simple Flash (which worked the least well) and rich media without video.

In addition to Flash-based ads, the most annoying - and the ones most likely to have a negative effect on a viewer’s opinion about the brand - are those which cover the content a user is accessing or are so busy that they’re difficult to decipher.

Best, Ed Dearborn

Effective & Personal Sales Presentations

2009-08-20T15:26:00.001-07:00

You finally have the appointment and they just don't want to do business with you.

In all aspects of the "sales cycle", nothing can be as frustrating as the failed interview and the failed closed.

You did great, but the gears just did not mesh. The biggest mistake I have found is that the sales person, business owner or rep was just so intent on what they were going to say, that they simply stopped listening to the potential client. I forget what some wise man once said, maybe Gandhi, but it went something like this: "If you listen long enough you will hear it." I have found that sales people talk too much. They already have what they want to say fixtaed in their mind and only acknowledge the other person intent on to getting them to shut, so that they can continue talking ("selling") about it. This is why people don't like to be sold - bad communication and bad manners.

When one actually is INTERESTED in the other person, their problems, challenges, etc. and from there assists them in resolving that difficulty, you have in actual fact started true selling.

What helps to do this better? Doing homework understanding them, their company, the industry that they are in, its problems and potentials. This demonstrates that you took the time and care to understand them and took the initiative to understand and maybe even resolve their problems.

From that understanding, you can have a few items to present, like graphs, industry reports, facts, trends, etc. Doing this BEFORE the interview is invalubale. This presentation is now closer to the point of what they need and want. The smart sales person may gather this before hand, or even ask for two appointments. One to discover what they need and the second one to come back with solutions with the intent to close the deal, money in hand.

Intelligent, lively selling will always gain more sales that trying to talk over their concerns.

Best, Edwin Dearborn

Networking Generates Her A Half Million Per Year

2009-08-14T22:56:00.000-07:00

For someone with no real marketing plan, she does alright. In fact, she is making a half of a million dollars per year from her networking efforts.

While I interviewed her, she displayed to me a detailed report of all the business she has generated from her networking group, BNI. As I perused through these impressive numbers, she laughed in telling me her story about how fourteen years ago, her two partners scoffed at her "feeble attempt" in making connections. She told me, "They don't laugh any more."

I'd say not. The numbers were there and she had listed next to all her high-end clients, the names of her fellow BNI members who referred her the business. But there are a few facts that I must share with you that answers the question of why so much success.

She shared that she has been doing this for fourteen years, every week. In fact, she has been an officer and helps with many of the functions. In reality, these are her extended family and she now has a network of 100 additional eyes and ears looking out for her financial success. Her price? A meager $400 per year, $35 per week for a great lunch at a fancy hotel and about 2 hours of her time each week. A meager amount for what she reaps in rewards, particularly in this economy.

I suggested that she have all the people do the same, but with other groups. But, she was content and realized that you must have a desire to interact and help others in turn.

Her strong suits are longevity, persistence and contribution to others. And you know what, it comes back in spades.

Develop good networking and people skills and you will see your sales and revenue factor grow exponentially.

Best, Edwin Dearborn

Touchpoints: Crucial To Marketing & Revenue

2009-08-14T07:30:00.000-07:00

My recent flight to San Francisco was an opportunity to experience the airline industry since starting my blog. I flew Southwest and it was a great experience. I was definitely not expecting to write about the glory of being packed in like tuna, but here we are.

Southwest's marketing strength is with their flight attendants and the whole philosophy that has developed excellent relationships with this crucial touchpoint. No, that doesn't mean you can touch the flight attendants. Let me explain the term for those that may not have heard it used before or just would enjoy some additional enlightenment.

What is a Touchpoint?

Let's take a bank for instance. A customer has vast possibilities to get in contact with a bank. Touchpoints in banking can include client service advisers, receipts, events, offerings, financial expert reports, mailings, website, research reports, sponsoring, word of mouth, e-banking, regional office or contacts by phone with the client service advisers, etc. In other words anything that reaches that actual user. The small stuff, the big stuff and everything in between.

When I fly, it does not really matter to me who I fly with. I am not a "core customer", but I wanted to become one after that flight. And this is the key to your marketing strategy. How do we improve the experience at our touchpoints to convert and keep more business?

The flight attendants were not ugly, we quite helpful and even added some levity and humor to their announcements. They always smiled and you could tell that all their antics were encouraged. Airlines are the same to me. Just get me there in one piece, on time, and we're all good. Pilots, I expect them to fly. The colors of the plane or their log, who cares? How you treat me: Priceless.

Does your marketing strategy include how your touchpoints interact with others? Is your web site friendly, and more importantly, are you and your employees? This will gain and keep more clientele than any fancy logo or some warm and fuzzy tag line.

Develop a strategy and training to make these required skill sets second nature. And above all, keep in your QC to ensure that these policies are followed and that your customers can be heard, if and when there is ever a lapse.

Best, Edwin Dearborn

Networking Spider Generates More Sales

2009-08-12T23:47:00.001-07:00

I flew to San Francisco today for an impromptu business meeting. Little did I know that the person I was going to see had already planned to attend a networking meeting for lunch. So, I went along as her guest, as members are encouraged to do so.

While everyone had their 30 seconds, to pitch their wares, one person referred to himself as a "Networking Spider." I just loved that self-ordained title. But, it got me thinking.

Many business people may be looking at how to use the web more effectively, and this is, no doubt, a necessary strategy.

But in reality, talking to people directly and doing so often is so more effective in building relationships. Again, do not think that you should now throw away your PPC campaign or all the other actions you are taking to maximize your marketing effectiveness on the web. Continue by all means!

What I am talking about is ensuring that you do not lose that human touch in business. Not only is it healthy by getting connected with others to share ideas and leads, but it really gives you a finger on the pulse of the world around you. Nothing is better than face-to-face contact.

After the lunch, the person who invited me wowed me with a spreadsheet of all the business she had contracted and sold as a result of this networking group. It was 40% of her income of a very profitable business. She has been a member for 14 years and it was paying off. The key to her success is that she demostrated persistence and hard work, qualities of an Outlier.

Want more business, more sales and more revenue? Become a Networking Spider!

Best, Edwin Dearborn

Real Economic Stimulus: Become a Rainmaker

2009-08-10T09:45:00.000-07:00

To Become a Rainmaker, let's first understand the term as it applies to business, economic recovery and increasing revenue

1.) An employee of a company who creates a large amount of unexpected business, consistently brings in money at critical times, or brings in markedly more money than his or her co-workers, thereby "floating their salaries". 2.) An executive with an exceptional ability to attract clients, use political connections, or increase profits, etc.

There are different skills sets one would need, depending on the position that you taken in business. As a business owner, you will need to master all skill sets necessary, or at surround yourself with those as employees or services from others.

I have found that these are the basic skill sets one needs to dramatically increase revenue at will. In other words, becoming a Rainmaker.

a.) Understand Marketing, from concepts, designs, packaging, pricing, distribution, advertising, social media, and sales.

b.) Have competent market research to find the "go buttons" that will literally cause people to buy in much higher numbers.

c.) Know how to create the "sales funnel" and bring those identities along that funnel to the final close; money in hand.

Each of these take either considerable knowledge or just plain common sense on who to surround yourself with whom does posses this knowledge. Look around and see who is successful on these topics or minumally network with those you trust who know of those with these skill sets.

Best, Edwin Dearborn

Everything But The Shoes

2009-08-08T15:58:00.000-07:00

I had two instances today where the shoes did not complete the package. In other words, you need all the parts to be cohesive in making a full marketing and sales package.

First blunder: I'm going to work and I see a guy riding a really awesome motorcycle. It was a Kawasaki Ninja and it looked amazingly dangerous and fast. The rider had all the right gear. Perfect helmet, great riding jacket, but he was wearing loafers. Loafers? It just killed the image and I can assure you that no one is going to want to ride with him except posers and nerds.

Blunder number two: Wife has all the right stuff for the party that we are currently late for and she forgets to get the "right" shoes. Spends all afternoon shopping, even though she has had about a 4 week notice to this Hollywood shindig. All was set and ready, and then the shoe issue appeared.

Both were suffering from having everything right, except the shoes. Got to have the shoes and in your marketing and you've got to have all the parts match. Sales has to follow up on the leads and you must make the marketing work to drive in those leads. One without the other is, well, like riding with loafers.

Best, Edwin Dearborn

Facebook Marketing Tools

2009-08-07T18:53:00.001-07:00

Here is a helpful resource to market yourself, your product or your service a little more effectively on Facebook.

http://www.facebook.com/home.php#/marketing?ref=mf

Make Your Web Site More Google Friendly

2009-08-06T22:58:00.000-07:00

The almighty Google is determining our marketing future, as well as our business prospects, more than Obama rules the political airwaves.

Their presence and power cannot be denied, nor ignored if you are to succeed using on-line marketing. With over 70% of internet searches through the god-like portals of Google, you must know some basics.

First must know: I am not a Google expert. The guy for that is www.billmcintosh.com. No, I don't work for him, nor am I an affiliate. Good friend, yes. But nonetheless, I have never met anyone more resaerched regarding the "must know". When it comes to know-how, Bill is not frugle with the Google.

But here are some immediate and helpful tips:

* Flash is trash. Having flash on your site is not Google friendly.

* Have lots of original content. Make sure you have some market research into key terms of your industry, buttons, common pharses and terminology so that your articles and pages are using these terms, correclty and often.

* Post videos. Lots of them. Do not worry about the qulity at first, but get videos of "how to" solutions of solving common problems, tips and interesting tid-bits that people can use to increase insight and revenue.

* Keep it simple. People will judge your web site in a matter of seconds. Symetricl design, easy to read letters and an overall layout that is easy on the eyes.

* Your logo has got to be simple and rectagular. Your ratio should be for every one inch in height, 2.25 inches in length. This follows how two eyes are set withing the head.

* Make it easy to join and to collect their contact data. Have somewhere on your home page a place where you can ge the persons e-mail, but giving some free offer, such as a report, or having them subsribe to your blog. You need their data to start the marketing process.

* Blog, blog and blog. Make them pertinent, make them interesting and do it often.

Hope this helps.

Best, Ed

Lance Armstrong: Hero & Branding Master

2009-08-05T00:15:00.000-07:00

Since his first Tour de France win, I have been a huge fan of Lance Armstrong. In fact, I use his example of greatness many times in my seminars and in one-on-one interviews.

But Lance is not only a cancer survivor, an inspiration to millions, but he is also a marketing master for his own brand, LiveStrong.

Lance has not only survived one of the deadliest diseases, he went on to prove that mind over matter can be taken to previously inconceivable heights.

You could not have written Lance's story and have it believable. Now this blog article is not about that well covered accomplishment. Lance then toped off his historic feat of seven wins in a row by doing a a perfect job of marketing his "triumph over struggle" feat. Lance has turned his epic life into a powerful brand that represents so much more than surviving cancer.

Lance Armstrong's brand is just as much spiritual and mental as it is physical. LiveStrong is a perfect blend of Lance's name and his belief in his fellow man. He has not only awed us, but Lance has invited us to believe that this is what we're destined for. And Lance has captured that into a bracelet, a clothing line and many other aspects within his ppowerful brand.

The lesson we can learn from is this: We too are survivors of something. In today's economy, we need other examples of HOW TO SURVIVE AND FLOURISH.

I survived the dot.com bust and built a huge internet business.

I have survived well being a successful business woman in a man's world.

I came back from bankruptcy to making millions.

I survived drug addiction, and now run a center to help those who also struggle.

You get the point. Now we might not be as famous as Lance, but the example here is that maybe our positioning could be that of one who can show others how to make it, how to overcome their form of "cancer" and then to flourish depsite all the odds and experts.

Best, Edwin Dearborn

Marketing Suveys: The Base of Better Promotion & PR Campaigns

2009-08-04T08:51:00.000-07:00

I am amazed on how few people use surveys in their marketing and public relations campaigns. One of the main reasons is, "Where do I start?"

While market research is vast and sometimes a complex subject, one can do something on an immediate basis, and that is to thoroughly analyze what and who is already driving sales. What made the sales in the past is a portal to discovering how to increase those sales even more.

To understand this vital process in marketing and PR, you need to start with an understanding of the word analysis. In short, the word analysis means to break something down to its component parts and to analyze not only each of these parts, but how they interrelate to each other and act as a whole. In other words, what makes this up and how do they work together to bring about the dynamic aspect of the whole.

Marketing surveys and analysis can simply start by looking into the vital aspects of those who have already purchased from you or an industry similar to the one you are in. Such key data to discover would be:

* What promotional action (internet, google ads, networking, referrals, mailers, etc.) originally brought the customer to you?

* What about that campaign was the successful aspect? Was there a particular offer in that campaign that caused their response? What exactly made them respond to that campaign?

* If a referral, why is that they choose you and not someone else to send their friends to?

* Where do they live? What is their income bracket? Age? Profession? Gender?

Well, you get the idea. You want to know their particular qualities and how all these qualities work together. For instance, you may find that those who are referred to you are of one age group and those who respond to your google ads comprise another. This then shows you that you have two different publics. Now you can develop PR and marketing strategies to develop even more leads like that.

I will give you an example. I had one organization that I worked with that found that 85% of their income came from about 20% of their clients. Many purchased their products, but a small handful were heavy purchasers. It was discovered upon thorough research and market analysis that these people: 1.) Owned their own business, 2.) Their business had been established for over five years, 3.) The majority were male, 4.) They were all homeowners, 5.) Their common compliant for purchasing was to develop better skills.

This can then be turned into a mailing list of that public, as well as designing a PR and marketing strategy to join networking groups that have these type of people and targeting this public in their internet ads.

To increase sales, discover who and what is driving them in the first place.

Best, Edwin Dearborn

Best Logo Design

2009-08-03T09:51:00.001-07:00

Watch this video from PR & Marketing master, Al Reis.
http://www.youtube.com/watch?v=GZ0W-_9gTH8&feature=related

Marketing Halitosis

2009-08-02T17:53:00.000-07:00

Some people have halitosis and it kills their love life, distants friends and is as well dangerous in business. Nothing is more ruinous of a interview or presentation than bad breath or body odor.

And so it is with marketing. I call it marketing halitosis. This type of marketing does not simply "not work", it actually drives business away and can label you for life as someone to never do business with - ever.

I saw an instance of this today when I suggested to someone who had this malady, that simple changes could be made to make their marketing and promotion more effective. And just like most people who have a personal bad habit, they resent the fact that you pointed it out and even may defend it as a benefit. At best, we could call this denial. And that is what bad marketing will achieve, denial of business and revenue.

In today's image-conscience world, you cannot afford to not change your personal bad habits, in life and in marketing.

I spoke with a web designer friend of mine who is regularly asked to fix web sites that produce no leads or very low revenue. And the continual problem is the customer resisting changes as they, "really like the way it is." Yet they are making no revenue, generating very few new leads with they have had it in the past. Personal preferences, which generate no or very little money, should not be defended. Unless being broke is your goal in life.

Change is life. And to succeed in life you may just have to change your positioning, your web site, increase your know-how and skill sets, and address your marketing halitosis.

Best, Edwin Dearborn

Great Lesson from a Marketing Master

2009-08-01T00:02:00.000-07:00

http://www.youtube.com/watch?v=hqhTLx5vyVU

Know Your Target Market Completely

2009-07-30T23:44:00.000-07:00

A few days ago I had lunch with a long-time friend, who happens to be co-owner of a family business. I offered her some help as sales have been in half since the economy became the big worry and concern.

In looking over her stats it was obvious that her sales was in half. Struggling to cope with this drop, I asked what happened. Her business was driven by referrals from insurance companies. People were not claiming accidents, as they were pocketing the insurance money to pay personal bills, or just not reporting their claims for fear that their premiums would be increased.

I realized two things. One, she had not identified that her correct target market was insurance agents. The actual customer was not the one paying her; the insurance company was the source of the lead and the money. So I asked, "How large is that network?" She had about 300 referring agents on her list of contacts.

Two, she had not seen that this was her public, and thus was looking at doing all types of other marketing actions, none of which was directed at her actual target public. This was franticness setting in, all from the non-identification of who and how her revenue was being procured.

Business and revenue in half? Well, then TRIPLE the network of referring agents. I asked, "Can that be done? Are there that many more agents you could contact and activate as referral sources?" She confidently replied, "Oh sure."

Why increase the network by three times? Double it to make up for half the sales and add another third for safe measure and some expansion.

We then set out a plan:
* Hire someone to rapidly 3x the network of potential agents that could refer.
* Personally contact these people and let them know who you are and what you do.
* Send a weekly blog to this entire network, talking about common industry problems, potential solutions and other newsworthy items. Position yourself as a knowledgeable industry leader.
* Render fast, reliable service to everyone.
* Send thank you cards, flowers, etc. for every referral.
* Continue and don't let up on any of the above. 3X all promotional actions to this target market, no matter what, 24/7.

We canned the other ideas and focused her attention on what was and has created 95% of her wealth and lifestyle.

Identifying your key public, the one that actually pays you, may seem like something simple. Yet you would be amazed at how many business professionals cannot rapidly and confidently rattle off exactly who is their target market.

Once this is done, now you can do real and important market research, which I will cover later.

Know your key, revenue generating public!

Best, Ed Dearborn

Free Advice Costs Them So Much

2009-07-29T18:12:00.000-07:00

I am hopeless optimist every time I try to give free advice to a business owner. Yet it is a habit that seems to have no cure.

A while ago I walked into one of my favorite eating establishments and much to my chagrin, it was empty. Knowing what I would hear, I asked, "What happened?"

"It's the economy." Man I despise that excuse. It's just such a cop out and a great crutch in which to hang all our internally generated mistakes on.

I went on to tell the owner that in the three years that I had been coming to eat there that he has never asked me for my e-mail or for my business card and then sent me a postcard, nor has he asked me to refer others. No need to ask, I have already turned 30people and friends onto this place.

While enthusiastically coaching him and giving him several workable ideas, he just nodded content in his excuses. I stood there waiting, like a fool giving free advice, hoping he would now ask me for my e-mail or card. No such luck. I didn't even get my meal comped for trying to be helpful and go out my way to see that he would do better financially.

He has probably seen about 2-3,000 clients since he has been in business and not once has he gathered their contact data and sent them something to cause them to remember him and come back. And refer even more.

You know, even in hard times people eat. I don't think my receiver of free advice has fully realized that those customers are still eating lunch. As to my advice, "Eat your heart out!"

Best, Edwin Dearborn

I Didn't Relish My Pickle

2009-07-28T23:14:00.000-07:00

This may seem insignificant, but I feel my free pickle is a microcosm of a bigger problem in marketing. You see, I didn't ask for, nor want a large pickle spear as part of my garnish.

I had ordered a pretty fancy sandwich and was kindly asked if I wanted a bag of chips or an apple. Feeling like I should be a healthier consumer, I went with the apple. The service was prompt, but right by my sandwich and my very small apple was a pathetic pickle spear. No one asked me if I wanted one, I just got it.

I say pathetic, as this uninvited guest was bereft of color or crispness. Already not a pickle eater, this just furthered my preconceived ideas of not liking pickles.

Why did they not spend that pickle money on a bigger, better apple? I mean that's what I wanted. So please bring to me the high level of exchange in what I wanted.

Or at least give me the option of a better garnish. I like grapes or maybe carrots.

In marketing, we may be providing unwanted pickles, when really our customer wants a better apple or something more pleasant. Small stuff, when offered correctly, are the important, personal touches that adds to our brand value.

Maybe you need to do a reality check and see that some of what you are providing is an unwanted pickle, that when discovered and remedied, now opens the door to providing the actual item that people want, and doing so with your saved up pickle money.

Best, Edwin Dearborn

The Power Of Doing It Now

2009-07-26T21:31:00.000-07:00

The reports say that all is to turn around in 2010. Why then, and not now?

I've always wondered how this works and how so many fall for this ambiguous and defeatist idea. Why not now; why not on our own steam?

When "the economy" is some outside force that we all hope and pray to, as if it was a ruthless god of an ungracious nature, we have placed our fortunes into an unknown force. Likewise, we have admitted that our own efforts have nothing to do with creating our own future.

Time and time again, I see business people and entrepreneurs doing nothing about obvious problems that could be resolved in the moment, simply because they entered the day and the equation with an apathetic resolve of futility.

On the other hand, I have found that some are taking action now, looking for the opening, finding the creases within the problems and creating new solutions, and thus determining their own future and possibly even blazing a new trail for others.

Thomas Edison did not go to lighting school to develop the light bulb. The Wright Brothers did not take flight lessons in college. In fact, they never went to college like those who created the AIG and Enron mess.

Innovators have never looked to the economy or the way things are, nor did they listen to the bad news of how things could not be. They saw opportunity; they had a vision of what could be and then created it.

That takes courage and a high belief and faith in your own abilities and ideas. These are the people that will not only survive this economy, but will in fact be the architects of the new economy. And of course, they will be in front of the others enjoying most of the success that is to be.

Your revenue and your future are not determined by Washington, Congress or the man on the moon. Congressional committees could have never invented the light bulb, the airplane nor the solution to your future success.

Best, Edwin Dearborn