Attention: New Blog Direction

Thank you for following me on Total Sales Success. While this blog has done well the past year and a half, I am shifting slightly and putting specific focus on two key elements of my business: Digital Print Marketing and Personal Branding. I've discussed both on this blog, but they need their own specific focus.

• To visit my Digital Print Marketing blog: http://digitalprintmarketing.blogspot.com

• To visit my personal branding blog: http://tomhackelman.blogspot.com

I encourage you to subscribe to one or both blogs depending on your specific interest.

As always...thank you for the follow!

A Great Idea for Getting Publicity as an Expert

In the Small Business Trends blog, Margie Zable Fisher writes about a great idea to get publicity for you and your business. I've written in the past about striving to establish yourself as an expert; Margie provides a great idea to help make that happen.

In short, leverage the editorial calendar of magazines that feature content that you can add value to. Editorial calendars are what magazines provide far in advance to advertisers about the focus of upcoming issues so the advertisers can match their message to the issue. It also enables their sales staff to sell advertising space to companies whose product mix provides a perfect match for the subject matter.

Read Margie's article, The Secret Weapon for Getting More Publicity, and then start getting copies of editorial calendars from the publications you read.

Where are you speaking this week?

Have you watched the news lately? The news is filled with a lot of negative information that tends to bring people down and then they bring that with them to the office the next day. And, in many communities, they are, in fact, struggling as plants shut down, employees are laid off and as businesses struggle to survive.

This is where you can play an important role. What ideas do you have for business growth? What skills do you know and use that others would find helpful and beneficial? Now is the best time to share that with others.

In your local Chamber of Commerce, as well as in the many civic organizations in your community, there is a need for speakers on a regular basis. Each of these organizations meet at least once a month, if not more, and finding speakers can sometimes be a tricky process. Which means this is a great way to share your ideas, meet new people, network with people you've been wanting to meet and, best of all, begin establishing yourself as an expert.

So...where are you speaking this week?

How is your brand doing?

How is your brand doing right now? No, I'm not referring to the company brand you work for and represent each day in exchange for the paycheck you receive. I am referring to your personal brand. At the end of the day, your personal brand is the one thing that you truly own and is what can make or break you.

I've had many business professionals ask me about personal branding and if it's necessary. Necessary? In this economy when things are a bit shaky in most businesses? Your personal brand is what empowers you to make connections with others. Your personal brand is what people look at when they determine if they want to do business with you, recruit you, hire you and invest in you.

Dan Schawbel, a personal branding expert, is the author of Me 2.0, which was just officially released yesterday. I got the scoop on it early and received my early copy on Saturday. Dan's specialty is working with the Gen Y population (born between 1980 and 1994), but the guidance he provides in his book as well as on his blog are well worth investigating and, better yet, implementing.

Body Armor for the Recession

You MUST check out this video! It hits straight to the heart and speaks volumes!

http://www.youtube.com/watch?v=_w-bKaRxqwo

Are Your Providing Real Value?

I held a direct marketing workshop today in our Greensboro office and shared specific ideas about direct marketing, specifically direct mail. In today's economy, this is one of the strongest tools to use to grow the business as long as it is:

• Relevant to the recipient
• Personalized - in both look and message
• Offers a "hook" -- a reason to take action NOW

These are great points to consider when you are looking for ways to increase your market penetration while also getting real return on your investment (ROI).

This leads me to the primary action item that I left them with and I share with you: Provide real value to your customers. The purpose of today's hour long workshop was not about "selling" anything; it was about providing an educational experience that will help my clients increase their business.

What are you doing to provide added value to your clients? One of the best way is through educational events. They can be as simple as the one I provided today. For the investment of two dozen Krispy Kreme minis, a gallon of coffee and one hour of time, I provided critical information along with some printed case studies that they can put to use immediately. Now they have key tools they can use to talk with their customers about strategic ways that can drive more business for their customers.

One last point: If you do nothing else each day of value for your clients, at least do this -- never leave their office without providing one idea that will help them attract new business. You will increase your value and strengthen your relationship with your clients.

Marketers Target Job-Loss Fears

There's an article in today's issue of USA Today that oulines some of the steps being taken by US companies to aleviate the concerns of consumers that are preventing them from making purchases -- today.

For example, Walgreens is announcing today that if you, along with your dependents, can receive care at one of their 342 Take Care locations across the country if you are uninsured and unemployed.

Another example is that of Jos. A. Bank Clothiers. If you purchase one of their $199 suits and then lose your employment, they will refund you the full amount of the purchase and let you keep the suit.

These are just two examples of what companies are doing to reach out to those in need, but also to establish a relationship with customers that will extend far beyond the short-term struggles of the current economy. It shows that these companies understand the pain and frustration felt by men and women across the country. It also shows that, with some ingenuity, you can creatively inspire people to still spend their money inspite of their caution.

What are you and your company doing to creatively reach out to provide a solution and a relief to your customers and potential customers?

Read this article in full.