small business gurus - the blog of Cat & Keith Matson

by Cat Matson

I happened to be watching some daytime TV today, so saw some 'different' ads (you know, the ones targeting mums).  The one that got me thinking was the BrandPower infomercial style ad for Omo laundy powder.

First of all, the BrandPower (and similar) style ads are interesting in themselves - providing third party credibility to an otherwise bland product... providing key information rather than fluff and bubble.

What was of particular interest about the Omo ad was it promoted the new 'concentrate' version - use 1/2 as much to do just as good a job as previously.  Therefore the product is now available in a smaller box.

So the 'new' features are 'concentrated formula', 'use less', 'smaller box'.

So what's the benefit?  Is there a cost saving?  I don't know, it wasn't mentioned in the ad.  Is it important that it takes up less shelf space in the laundry?  Didn't look like it's footprint was any smaller, so that can't be it.  Do I feel better for only using 1 scoop per wash instead of 2?  Honestly, I don't care... and in fact I will generally put in the same amount of scoops regardless of the 'concentration' just out of mindless habit.

Don't leave your potential customers guessing about the benefits of the features of your product.  If I was writing that Omo ad, for every feature I want to mention I would also have at least one 'so that....' statement, often two, to demonstrate the benefit - e.g. it's concentrated so that you use less so (that) you save money.

Feature, function, benefit - if you're going to showcase the feature, showcase not only the function but the benefit.

What are the benefits of your services?

Cat

Igniting your business performance

Alito - Business Mentors

by Cat Matson

This is adapted from an email I wrote in response to the question, 'why do you Twitter?'

From a business perspective, Twitter enables you to:

1. Gain insights into people’s lives that you wouldn’t (e.g. I follow a number of ‘gurus’ in the states because I look to them as role models. I look at this group as roles models and news providers… I follow them because I get to see what they’re ‘following’ in terms of trends, information, people etc)

2. Direct traffic back to your site by posting links about your latest blog, offer, product, program, service etc.

3. Finally and yet I think most significantly…. To create a network and then maintain regular contact with them…. this builds familiarity, credibility and therefore trust.  The power in Twitter is you can literally maintain multiple conversations at once…. Similar to how you do at a networking event…. except you can do with far more people than you can do face-to-face.  The power comes in as you don’t actually have to leave your computer.

To effectively use Twitter you therefore need to:

1. Post a combination of ‘what I’m doing’ posts as well links to useful and interesting information – be an information provider, be ‘follower-worthy’

2. Engage in meaningful conversation with the people in your Twitter network – i.e. when you see someone’s post that resonates with you or you can help, reply…. Publicly most times (because it helps to build your follower list), but then by Direct Message (DM) as that is private – this is where I share email and phone details for example – for specific follow-up and more personal conversation.

My final tip for the newbies…. Don’t try to manipulate it… just voyeuristically participate for now and you’ll get the hang of how to make it work for you… that’s how I started only a few months ago…. Now I have over 120 followers and an very active 'response' network.

Be warned - it can be addictive - but it's a lot of fun and an extraordianarily powerful social media too.

If you want some more info on how to use Twitter, check out these sites...

http://prevential.com/twitter-tips/

http://www.fourhourworkweek.com/blog/2009/02/25/how-to-use-twitter-without-twitter-owning-you-5-tips/

http://www.briansolis.com/2009/02/finding-tweet-spot-top-tips-for.html

See you in 'Twitter-Land' :-)

Cat

(are you following me?  www.twitter.com/catmatson)

Igniting your business performance

Alito - Business Mentors

by Cat Matson

I’m preparing a workshop on ‘Personal Effectiveness’ for business owners... and amidst all the ‘obvious’ things like organisation, time management and personal ‘systems’, it got me thinking.... what keeps us going as business owners... where do we get our fuel?

For some, the juice comes from ongoing wins – whether it’s getting another client, the rush of a sale or successfully managing a staffing issue.  For others, it’s the growth and development of the business (and themselves in that process).  Fuelling yourself in this way is great... but what happens if you have a ‘dry’ period of few wins, slowing sales or staff grumblings?

Other people top up their tank knowing they’re ‘in-control’, taking comfort from the knowledge that they are ‘the boss’ – they’re not working to anyone else’s objectives, time-frames or budgets.  That’s all well and good... until of course they realise they are actually now slave to their customers, their staff and that ever-present need for revenue.

The most reliable fuel then has to be independent of business conditions.  For me I fill my tank with good nutrition (most of the time), physical exercise, spiritual practices and mental stimulation and engagement.  If you want help with nutrition or physical exercise, check out one of the many local practitioners who can give you guidance and frameworks that work for your life.

Mentally, consciously choose what you listen to, read and talk about.  It is really easy to get into a mental rut if you’re surrounding yourself with commercial news and talkback radio.    Instead, seek information that supports your goals and interests.  The internet is an amazing source of quality information and blogs in particular are a great way to stay in touch with current information, trends and opinions.  If you prefer your information and engagement more personal, consciously select peers, friends and colleagues who will engage you in robust conversation... and make the time to engage.

Mentally engaging yourself – really thinking about, around and into situations, opportunities or problems – not only fills your tank with premium fuel, it helps you evolve.

Cat

Igniting your business performance

Alito - Business Mentors