She sells vintage and retro-inspired clothing at her website StopTrafficClothing.  Rebecca certainly stopped the traffic on the airwaves at 2 o’clock on a Friday afternoon. Tim, my fellow presenter, commented that she was the most beautiful woman he had ever seen, and repeated this on his show a few times.  Phone calls in agreement came into the studio as people looked in on the webcam…

I resolved there and then to put on a bit of lipstick in future and do something with my hair and wardrobe!   No man has ever reacted to me in that way but Rebecca is used to it.  When I asked her if it was a bit daunting she that she simply enjoys the compliments.

[Entrepreneur expert Tip Number 1: be authentic and present the end result of your product or service]

Rebecca is a really lovely person so we had a great interview, and she is a shining example of an entrepreneur moving from enthusiast to expert.  Her website has been on line for only a year, but of course she has been fascinated by retro fashions for ever.  When she was younger she decided to not read books or involve herself in anything that happened after 1907 (and she was only 14 at the time!).  Her initial inspiration was Helena Bonham Carter’s wardrobe  in the film “A Room with a View”.

[Expert Entrepreneur tip Number 2: be genuinely fascinated with your subject so that your work and life is fulfilling.]

Sales of lipstick are up in the recession, and everywhere you look there are pencil-shaped dresses and skirts – even on the high street.  We discussed the impact of the recession, and Rebecca’s view was that in a time of “war” we all want to do something to look better.  Putting on lipstick before going out in the morning is an inexpensive way to boost your mood.

[Expert entrepreneur tip No 3: find your expertise in a growing market].

Image via Wikipedia

Rebecca has got her news and opinion out to a wide audience.  She regularly writes for Vintage Life magazine (which is becoming available in mainstream outlets) contributing “Get the look” articles, and theatre reviews.  Her next piece is on Lauren Bacall.  She also writes for a number of online publications, and has contributed over 100 articles which have been published by others this year.

[Expert entrepreneur tip No 4: contribute articles regularly to publications and blogs read by your audience]

There’s no place like home: Rebecca has 15,000 likes for her facebook page, personal accounts with facebook, twitter and Linked In, as well as her newsletter, blog and website, where people can find out more about her take on retro and vintage fashions, and also buy vintage-inspired clothing.

 [Expert entrepreneur tip number 5: use social media to express your personality, and to drive internet traffic where you want it to go.]

Listen to a clip from the interview with me, Jean Wolfe, on the Biz Buzz Show on Marlow FM. Audrey Hepburn, Marilyn Monroe and how Rebecca McWattie markets her business.

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1.  In previous years Lord Sugar was simply looking for an employee.  This year the programme demonstrated that being a business owner is different from being an employee – no matter how famous the boss.   Time and again it was stated that Helen would have won easily if the end goal had been to become an employee.   This year the stakes were higher: a business plan which was worth £ 250,000 investment.

2. It doesn’t matter how often you lose you can win in the end.  Tom Pellereau the winner lost 8 times, but went on to win.

3. You need character and guts to succeed.  Tom was as everyone acknowledged a “nice” person – and not pushy which was refreshing to see on The Apprentice.  Lord Sugar was delighted to hear about how Tom caught the attention of the WalMart buyer with his hand-delivered big parcel and insistence on being seen. In fact he said “ I didn’t think you had it in you.”

4. People have to like you and know you are real.  Jim – the smooth talker – was constantly being praised because people liked him…and were happy to have a hug after buying an umbrella, for example.  It made up for a lot of other weaknesses.  Helen who was technically superior all the way through was asked to tell a joke in the interviews in order to try and get a better sense of her personality.

5. Your business – and in this case the business plan – should play to your strengths.   What you care about, what you know about, who you know.   Helen’s business plan did not accommodate her knowledge of the bakery business, and the interview panel doubted whether she had the contacts to make her concierge plan work.

6. Always look for opportunities.  Did you notice Tom instinctively reaching for his notebook when he and Lord Sugar were talking in the follow-up show?

7. Action is important, but to win it has to come from a strategy.  The team who worked out which stock was selling best and got more of it won the task which was about selling and replenishing stock.  Simple.

8. If you are in charge, be in charge but use the resources available.  The negative reaction of the team to indecisive or autocratic project management were often the most lively TV moments.  In real life business this is usually what causes most friction.

9.  Just get on with it!  Get up before 6 am and throw yourself into it all.  Produce the video, the strategy, the campaign and the marketing in under a day if you have to.

10.  Final point.  Have your small cute case packed at all times.  You don’t know where you might end up!

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No – me neither.  After all how many royal weddings have turned into good marriages? The track record is fairly dire.

But I love celebrations so planned to watch it with a group of friends and go to two street parties afterwards.

The wedding turned out to be inspirational.  Not just for me but for the sceptics in the room using it as an excuse for a glass or two of bubbly. (and for every one else as well)

So what made the Wedding magical? It was a combination of what is at the heart of any good business.

1. Connecting with one person.

Kate and William made their vows talking quietly to each other. It transformed a public event into a private wedding. .. which millions happened to watch.

Their connection to each other was communicated in the brief smiles and exchange of looks.  They could easily have been more formal as “befits” a royal occasion.

Connecting with one person is the key: This is just as true of a royal wedding as an email, a speech, a website, a blog post or any form of communication.  Don’t shout to be heard.  Talk to one person – the right person.  Speak in a conversation with a whole person.  We work with people not roles, job titles or companies.  People.

2. Know who you want to talk to / work with / attract / help.

Make choices about the type of client you do want to work with.  The “person” is unlikely to be a prince (or could be?) and may be a mix of real people you know or would like to know.

Imagine your client as one person and get to know everything about them. Their hopes, fears, problems and what they hope for and want.  (This can help you say No to the wrong people.)

3. Plan your environment to suit you.

The simplicity of Kate’s dress, the small size of her bouquet, the green and white flowers in Westminster Abbey, the trees going to Highgrove were all choices made to enhance the feeling of a genuine intimate wedding.

Choose your environment carefully to suit you.  If in doubt choose a place you really like to meet potential clients.  Dare to have your office in the colours that delight you.  The more you make choices that reflect the values of your business the more you will communicate to the right people.

We tend to think the business card and the website are all that matters but of course it is so much more.  Clients may choose to work with you for all kinds of reasons.  People have chosen to work with me because of my shoes.  Choose your shoes with care and be confident about the choice!

4. Be seen.

You are unlikely to travel in an open top horse-drawn carriage and wave at the crowds, but you can let people see you being happy!

Or being whatever the type of inspiration that comes naturally to you and is what your clients need. Don’t lock yourself away  we need to see you!

Being seen and remembered is more important than the precise details of your product or service.

5. Use technology

How many people would have known about the wedding at all without the media?  Help yourself with all the low cost and free internet-based media available today.  You can send your message round the world faster, and more effectively…and best of all you don’t have to shout or spend a lot of money doing it.

May the feel-good of the wedding remain long in your business!

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They will be watching for advertising that is not legal, decent, honest and truthful.

Advertising Standards Authority

One of the subjects of the ad campaign highlights the companies we love to hate who advertise a very low air fare, and then build in layer upon layer of additional expense.  So the £ 39 airfare can double or triple by the time that the return journey, check in, insurance, baggage handling – and goodness knows what else is loaded into the price.

Find out more about the ASA

It won’t just be big business who is affected.  Even small and medium sized businesses who are already legal, honest, decent and truthful may find additional transparency is required.  In the USA last year’s changes from the FTC – the regulatory body – have meant that internet marketers are openly declaring affiliate links that might result in financial gain, as well as providing disclaimers for earnings opportunities.

Time to re-appraise wording on websites.

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Marketing ideas can be big or small, short term or long term.  They may lead to a marketing plan or to the trial of an idea but either way they take you forward.  Going forward is essential to business life.   To mis-quote Bob Dylan if your business is not getting ideas and busy being born it is busy dying..

But creative ideas tend not to come to us in an orderly way.  It is important to be constantly alert for them, and write them down.  As entrepreneurs we tend to have more ideas per moment than most, and one way of combating any sense of overwhelm or frustration is to record all ideas without judgement, and then process them afterwards.  The ideas will be a treasure trove for ways to improve customer service, (or your life), develop new products and ranges, as well as find  new clients.

The spark and the energy of the new idea is  nurtured.  New ideas often meet resistance – whether from your work or home team – so give them some breathing space before they get out into the world.

What is the point of marketing ideas?

Marketing ideas help your small business to communicate what is special your offer (and you) so that the right people buy more easily more often.  The right marketing ideas help the buying decision to happen more effortlessly.  You have more fun being you, and you make more money so you can make more difference.  Pretty good, huh?

When do you find marketing ideas?

When you are more relaxed.  The shower or the bath is one of the best places – think of Archimedes shouting Eureka ( I have found it) when he was in the bath, or Newton – not slaving away but sitting under an apple tree – when the idea of gravity occurred to him.  It is important to have periods of relaxation during the day.  They give your subconscious a chance to get to work, and you stop getting in your own way.

How do you find marketing ideas?

Go out and about and keep your eyes open.  Watch how people behave when they are buying stuff even if it has nothing to do with your business.  Ideas from other markets can easily work in your own.  Note down anything that seems interesting.  then give yourself a period of time to reflect. Sit in a cafe on your own, read the paper, listen and watch.

If you have a marketing problem get clear first on the problem.  Maybe you want more customers, perhaps you sense that you are not presenting your business as a benefit to your customer, perhaps you need some new product ideas.  The worst way to solve it is by getting desperate – ideas and solutions seem to disappear.

Write out the situation as clearly as you can.   There may be some emotion behind what you are saying to yourself, and it is good to get clear on that, too.   Sometimes we can be simply unaware of what voices are talking in our heads!    Write down the exact words you are saying to yourself and notice the tone of voice you are using.  Simply looking at those words and getting a sense of the emotion will help.  It could be anger, frustration, or sadness, fear or excitement…your emotion will affect the response.

Then write the problem out again as briefly and unemotionally as possible.  Reduce it almost to a formula.  See if you agree with it when it is written out, and if not, do it again to reduce it to its simplest form.  Then shut your notebook and go out and lhave a great day.

Ideas will start to come to you.  By recording them (no matter how crazy) you tell your subconscious to carry on working for you, and you will soon be an organic ideas farm and more and more ideas will flow and later you can choose from the best ones.

When do the marketing ideas come to you?

When you least expect it!  Your subconscious (and the reticular activation part of your brain) can do far more work for you when not constantly interrupted by your conscious mind interfering.  So, as we have said, a relaxed state of mind is the best.  You could be driving back from seeing a client, feeling relaxed when suddently you get a brilliant idea about how to structure the website better.  It may surprise you that is is so simple, and you could wonder why you have not thought of it before.  Be grateful you have had the idea, and write it down.When I have reached my destination I often have a quick refresh of my mind to see what I have been thinking about, and discover all kinds of good marketing ideas. .. and yes, note them down on paper, otherwise I will forget them.  Drawings and doodles are good, too, as they come from the more imaginative side of the brain.

The simple act of clearing ideas out of your mind helps enormously to remind you that you have good ideas, and helps you to act on them, too.

You could be cooking a meal and not thinking about anything when suddenly the question you really need to ask your clients jumps fully formed into your mind.  Or you could be on the point of waking up and you realise that the words for your strap line have arrived!  Walking and other forms of physical exercise are good especially if there is an element of rhythm as it seems to soothe the brain and get you into that relaxed state.

Marketing ideas achieved through this process usually have more vitality and are more sustainable than ideas generated simply through will-power.

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Every small business owner knows that customers who know like and trust you are more likely to stay with you.

Provided you can keep on pleasing the customer they are unlikely to want to go off into the big bad world on their own, and take the risk of disconnecting with you.  After a while the familiar seems safe, and resistance to change becomes the motivating force. As a small business you have the added potential for a more personal relationship with your customer, and they will genuinely not want to leave.

In the old days we all stayed loyal.  Loyal to our bank, loyal to our mortgage company, loyal to our insurance provider, and loyal to our utilities provider.  But we are not in the old days any longer, and in the new world it seems that the new customer hits more targets more quickly, and helps to grow market share.

I have just had a conversation with a friend of mine who noticed that her home central hearing / servicing /electricity contract had increased by 25% over the previous year.  She got an alternative quote from another supplier which was 50% cheaper, and then rang the original provider to tell them she was leaving.  Within a blink of an eye her quote had reduced from £ 40 per month to £ 10 per month.  Her first response was outrage.  Why was the price inflated for a loyal customer, and then dropped when she said she was going to leave?  If there had been no price increase, she would have been happy to pay as before.  That was her first thought.  Her second thought was to follow the money, and make the saving.

She has been retained as a customer.  But at some cost.  She now no longer feels loyal to them, and when the contract is renewed again next year will fight to the death (make a phone call) to keep the price as low as possible.  She has become a savvy customer, motivated by price, and is no longer a natural customer.  She is going to write and complain, and will expect a convincing response.

Banks, insurance companies, and mobile phone companies are notorious for giving preferential treatment to their new customers.  The net result is that existing customers feel aggrieved, and loyalty is lost.

Price is part of the reason why consumers buy.  The other parts consist of branding, values, and customer service.  Treat customers well and natural inertia will help them to stay with you.  Treat customers badly and they shop around for price.  Small businesses have a natural advantage for staying in the warm pool of customer loyalty and avoid being caught in the cold ocean of price alone.

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Comments by Simon Cowell in the semi-finals of X Factor last weekend suggested to me that he thought Danyl was the best contender to win the competition.  Evidence?  He said that his was the best first audition ever, and seemed a little warmer in his approval of him than the other three contestants.

My personal view was that the only person with a chance of winning was Danyl.  But what did the audience think?

They voted him out.

That means 2 “experts” are wrong ( I include myself) and the audience is  right.

The audience has the power.  They can vote and will – at a later stage – buy the CD’s, DVD’s go to the live shows…and effectively create success.

You can say that the voting audience is mostly young girls which is why there are more boys in the final, and could explain why JedWard stayed in the competition so long.  Who is the buying audience for pop music?  Young girls.

As the expert in our own business it is as well to remember that it is the audience who decides.  They decide to give you money, and if they like you and want to see you next week.  Whatever you are selling – therapy sessions, gigs at the O2 arena, consultancy services or books and CD’s – it is the audience who decides.

And the message is:

Know your audience  (demographics  will help)

Find out what they want (X Factor showed us week after week)

Be good at something (singing) but also be appealing

Test with different choices (Stacey Solomon, Olly Murs or Joe McElderry)

Know you can be wrong

Throw in some excitement  by associating with bigger names – (George Michael, Michael Buble and Robbie Williams)(which could alter the voting demographics)

Then make the record and hope that it sells as well as Susan Boyle’s 4.5 million copies shipped to the US – breaking all records.

Let the X Factor inspire you in your marketing!

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Unlike professional qualifications there are no requirements for  continuing professional development in marketing a business, but those attending hope that their business will increase significantly.

From the viewpoint of the conference organiser there may be additional money to the entrance fee to be made through his or her own sales offer, or through offers made by other speakers.  A “multi-speaker” event is becoming more common these days, and sometimes the entrance is free as money will be made on the speaker’s offers where organiser and speaker share revenue.

Having been to a number of conferences and seminars this year I have found it interesting how very differently they are run.   The perfect conference, to be honest, would be where I leave the conference and magically new customers are already begging to work with me, or simply rushing for their credit cards so they can pay me money.

While I am waiting for that to happen (!) my wish list as an attendee is in this order:

1.  Helpful atmosphere with guru (s) available to actually talk to you in the breaks about your issues without selling hard. (Very rare and precious.)

2.  One or two big ideas that change perception and the sense of what is possible.

3.  Likeable people to sit next to and meet. (JV partners of the future/friends  starting as neighbours)

4.  Some form of development during the event which moves action forward.  We are all responsible for our own action but where it is integrated into the seminar it takes place more quickly and easily.

5.  A list of tactics or a planned programme so that the doing takes place afterwards.  A clear “next step”.

6.  Some variety of speakers and presentation styles, but not too many.

7.  One sales pitch made honestly and confidently.  Not an over-hyped pitch-fest which contributes to overwhelm and makes the organisers look indecisive or greedy.  Seeing a pitch made authentically and persuasively in the flesh can be empowering for an audience looking to develop their marketing.

8.  Energy proactively managed. This doesn’t have to be massages and roof-raising shrieks but sitting still for three days is not normal.

9.  A way of knowing who else is present. There will be natural alliances to be made.

Optional extras:

10.  An organised  follow-up group to work with to encourage implementation

11.  An exotic location so simply getting there is a good experience

12.  A beautiful notebook

13.  Manual to take away.

None of the events I have attended have had all these elements.  However, I can vouch for the fact that the non-critical (my optional points) were certainly an incentive to me to attend one of these seminars! While it had the optional extras in plenty it certainly lacked the very first option of being able to talk to the “guru/s”.

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Quite an achievement for any business.  This is not just an ordinary anniversary .. as they say in the TV ad – but an extra special anniversary in this year of retail problems. What can a business owner learn?

Marks and Spencer 2009 Penny Bazaar as reported in the Daily Mail

1. Celebrate your anniversaries. Whether it is one year or 125 years make a noise about it.  125 years is a long time to be in business, and definitely a cause for celebration.  M and S used the history of the “Penny Bazaar” to re-create part of their history, sell goods at 1 penny, and attract a lot of attention.

Even one year of trading is an achievement.  The statistics from Britain and the US are alarming – most businesses fail.  Sometimes 9 out of 10 will fail,  but 4 out of 5 is common by the fifth year. If your business is anything over 1 year old – celebrate!

2.  Products + salesmanship. Michael Marks introduced products from Poland to the North East of England.  He offered exotic toys, which had probably never been seen before. He sounds like the classic entrepreneur: risk taker, resourceful and probably very charismatic.  All entrepreneurs have to get buy-in not only for products and services but also for their ideas. it is salesmanship.

3.  Know what your customers are thinking. One of the best principles of direct marketing is  – as Robert Collier put it – to get into the conversation in the customer’s  head.  When those early buyers read the sign on one of Mark’s stalls which said:  ” Don’t ask the price, it’s a penny” they must have become more willing to hand over the coin.   It disqualified any customer who couldn’t read (and probably wouldn’t have a penny of disposable income), and made them feel their thoughts had been read.

4.  Ask for what you want. Michael Marks was no slouch and expanded his business with market stalls and by selling products from Dewhurst’s a local supplier  into the villages around Hartlepool.  He approached Dewhurst to see if he would be interested in a partnership.  Mr Dewhurst turned him down.

But, as in business networking events, if you ask for what you want clearly somebody will know somebody who is the right person.  In this instance Mr Dewhurst recommended Thomas Spencer, his cashier.  Thomas Spencer did see an opportunity for his money to grow, and probably for his talent to be applied.  He invested £300 for half the business, took over the warehousing, and the company expanded rapidly.

5.  Growing a business is different from starting a business. So the company belonged to them both and Marks had to share his venture.  He ran the market stalls and Spencer ran the back office.  They brought different – equally important – skills to the business which was bigger than either of them.  Spencer was probably an expert with the quill pen and the ledger, and valued order and process, Marks  saw opportunity everywhere, and had a million new ideas every day.

Marks developed the company to the stage where entrepreneurial skills and flair could be boosted by sound management.  Once it made that transition, Marks and Spencer reached critical mass and the early success laid the foundation for the 125 year anniversary.

Anniversaries make news. They create a good answer to the question “Why should I know about this” and the media and your target market will be interested.  They are a chance to promote products and services simply by virtue of the anniversary.  It couldn’t be simpler!

Some of the better known retailers celebrating this year include:

Selfridges – 100 years in business in March

Primark – 40 years in business – their tale of growth and acquisition makes interesting reading.

Cargo -20 years

It is not only retailers who gain from the focus of an anniversary, but any organisation that has a link with a famous individal or cause.  It is an opportunity for books, ebooks, events, festivals etc, and a re-publication of old material made newsworthy by the anniversary.

Charles Darwin – author of  Origin of Species. 150 years since publication, 200 since his birth.  The Natural History Museum and English Heritage were leaders in the focus  on Darwin.

Isambard Kingdom Brunel – the great engineer.  150 years since his death.  The anniversary has created opportunities for organisations as diverse as First Great Western trains to Brunel University .

Hampton Court – royal palace owned by Henry VIII.  500 years since Henry came to the throne. an opportunity for festivals, conferences and special events. ..not only for the Palace, but for any associated organisations.

Hitchhiker’s Guide to the Galaxy Douglas Adams’  famous book is 30 years’ old and published by PanMacMillan who are promoting a special anniversary edition.

Island Records.  The breathtakingly successful British recording studio  with a stellar lineup from Bob Marley, Cat Stevens, and Amy Winehouse to Keane. 50 years old.

Look around for noteworthy events in your market even if your own history doesn’t warrant an anniversary.  Ride on the coat-tails.   Plan your anniversary in good time.  It is a golden opportunity to connect and to promote.

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When I read the first one I was not sure if it was spam.

It started with a feel good quote.  I am completely in favour of feel-good quotes – in fact my daily quote from The Universe via Mike Dooley does a lot to brighten my day.  But this quote had more of  the hard-core persistence  I find with some people on twitter.

Then after the quote was a brief personal “story” eg I am [name] and I live in [interesting country].

Then the appeal “I am also learning English  please help me / is my English correct in this sentence”

Then a sentence about something slightly unpleasantly medical – a few were fungal related – nothing pornographic – but just enough to put you off your morning coffee.

However I did find them more interesting than the spam comments which just throw a bunch of words at the wall to see if any will stick.

In fact I almost wanted them to be from authentic people which proves the amazing power of stories even in spam!  We all love stories, and are wired to listen to them.

The only other good thing about attracting more interesting spam then this blog must be worth spamming! As Oscar Wilde would have said if he were alive today ” There’s only one thing worse than getting spam, and that is having a blog that is not getting  spam at all.”

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