That generally means having an honest beneficial relationship for both sides, which does not involve any trick sales gimmicks,  fake scarcity, manipulative selling or coercion.

Modern marketing is based on open-ness and authenticity and what is professional has been redefined. We can be professional working in a bedroom upstairs, or from a shed in the garden.  No more black and white corporate uniform as a badge of professionalism – think of Richard Branson in his jumpers.  Or the internet where anyone can write anything about a company via facebook, twitter and blogs.

But marketing and selling that would be most naturally authentic and express the “spark”  is sometimes rejected because of fears that it would not be perceived as “professional”.  This is what stops people writing one to one in a mass email, or recording a video where they talk about what they care about and just enjoy themselves!

Being authentic means being committed and behaving according to our values and what matters to us.  When we are on message everything seems easy and natural.  When things start to become inauthentic there are little niggles, a sense of hollowness and self-consciousness, and a lack of connection to ourselves.

Want some humour and music?  I can’t stop watching!  But I do love the original Alicia Keys’s song “New York” .  See this video from Newport in Wales

and then watch this one. It is the spark that is so compelling.

Authentic? Professional? Enjoyable?

What did you think?

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Ada Lovelace is thought to be the first computer programmer.  She died in 1852 aged only 37. She was the daughter of the poet Lord Byron, but he played no part in her life.

Ada Lovelace day on March 24th is an opportunity for bloggers everywhere to acknowledge women in science and technology who have been inspirational.

You don’t have to be a woman to blog but you blog about a woman scientist – living or dead – who has inspired you.

More about Ada Lovelace Day.

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I have just done a gentle purge of last month’s inbox and discovered a few that I had not read, including one person who is keen to come to my blogging workshop on International Women’s Day.

The email does seem to come in rather erratically so this is a good double check.  Luckily nothing was more than a day or two over, but even so, I am surprised that I missed them.  It is not the kind of thing that should have with a well-run business!

I am talking about my computer not Iphone, and of course the computer can cope with any size of read or unread emails, there is no problem about storage of data.  What is far more important is the clearing of clutter from my mind, and reducing any overwhelm.  Thousands and thousands of unread emails in fact slow down both computer and business owner.  When the unneccessary stuff is cleared away, we feel clearer, more in control, ready for new opportunities and the spark has a chance to shine!

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Do you get a card on Valentine’s Day? Did you give one? (or more).

It is often the thought behind the card which is more important than the physical thing itself.  Look at the Valentine’s Day images that one husband has given to his wife over the last few years.

These have got real spark. ..and are completely unique to him.  For me it seems more romantic to rearrange the stones on a beach, rather than spend hours slaving over Photoshop ..so I hope that is what he does.  Computer wizardry can often become self-centred, not other person centred in my view. I hope she also gets a box of choccies and some flowers!

I enjoy giving interesting and appropriate cards – not necessarily just about romantic love.  The Valentine’s ecard from Jacquie Lawson is all about a dog, so I sent that to two friends/family members who would appreciate the dog element.  One is very happily in a relationship and will have a wonderful day, and the other is dating, and could do with an additional card. I think Jacquie Lawson’s e cards are some of the best on the web, as they are very thoughtfully put together .. as it is the thought that counts.

Any note of appreciation is always welcome .. even a plain ole email.  Especially to those nearest and dearest, but also to clients.  The best clients become friends, anyway, don’t they? Unlike the more heady emotions commercialised on Valentine’s Day around one perfect person, appreciation and gratitude are more far-reaching, and are what really makes the world go round.

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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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The best gift you could give your business is some inspired marketing.

On the twelfth day of Christmas my true love gave to me:

12 Twelve months of the year to plan newsletters, special national days, anniversaries and to establish the rhythmn of your business.  Finding an anniversary can be a good way to smooth out any seasonal imbalances. .. and break down any assumptions you may have aboutyour customers buying patterns.

On the eleventh day of christmas my true love gave to me :

11 pipers piping out my marketing messages. There are so many pipers available and together they makes more music.  Face to face networking, writing white papers, email newsletters, email courses, PR ( on line and in your vertical markets) advertising: local, pay per click, or in your sector, SEO and on page web optimisation, Web 2.0, blogging and interacting in the blogosphere, directories, videos, teleseminars, webinars, not forgetting direct mail – which has more impact these days – and of course referrals from satisfied customers.

10 lords or satisfied customers leaping around saying how good your work is. More than that, how much you understand what they think  and give them the solutions they want.  Who are your top ten customers and what do they want?  Ask them!

9 ladies dancing. Cars and boats always used to be called “she” and the man who fixed my roof recently referred to my house as “her” and it sounded really friendly!  What do your customers think of your car, your office, your desk, your comfortable chair?  Everything you have is part of your brand and could be dancing for you.  What about your laptop or notebook, the pen you sign the contract with, your shoes, your bag, your jacket, handkerchief?

8 headlines milking the conversation in your customer’s mind.   Headlines on webpages, brochures and emails do a lot of the hard work and work their cash cow thing.  Write 8 during this holiday period so you are ready.

7 steps that take your customers they want to be. Identify the magical seven steps for one of your headlines and let it out into the world.

6 eggs that have been laid since last year. You will be increasing the asset value of your business year on year.  What are the top six assets that you have developed in your business over the past 12 months?  It doesn’t have to be technical equipment which is how we often think of assets.  Your contact list, products, improved systems, new website, better metrics are all assets, too.

5 go-o-ld things that save your business money and time. New technology means you can do more with less better and faster.  From low-cost email marketing so you know who is opening your emails, to easier websites, IT offered as a service for a lower monthly cost, outsourcing rather than taking on new employees, as well as all the talent available to help you grow your business.  There are many ways to make the recession irrelevant.

4 Quarterly plans (to stay on track). Of course planning doesn’t mean you will automatically achieve everything you want, but I am surprised how often it happens.  Getting clear is the first step.  It can be a lonely as an entrepreneur and planning improves your ability to make the most of a team.

3 values that say it all. The sub-text, the hallmark, the special aroma, the spark that you bring to the world that is uniquely you, and communicate powerfully.  It is why people choose to be with you, work with you, like you and trust you.  When we are confident it all happens naturally, but by thinking about it consciously you can generate consistency and be more memorable. (And make more money more easily)

2 keyword phrases.  When explorers first went to remote parts of the world they often planted their national flag to claim the land.  What part of the internet are you claiming?  You may have more than two phrases what are the top two?

Finally:  on the first day of Christmas my true love (me) turned up to give to me (my way of creating money and value in the world/ my business) one partridge plus pear tree.

What is this gift?  One thing that can fly around,  and one that stays still and grows and bears fruit. They have been delivered to your snow covered doorstep as a package.  All businesses need the running around and the staying still.  Active and passive, doing and thinking, yin and yang, extravert and introvert.

Is your business unbalanced?  Do both sides of you get representation at your (very) senior management meetings? Have you got someone who is on your wave length who naturally contributes what is less natural for you?

In modern times retail Christmas seems to last from Hallowe’en at the end of October till December 24th.  But traditionally the twelve days  went from Christmas Day till January 6th.  So once Christmas Day is past you are still in holiday mood right through the New Year and into the first week.

Thinking is probably the most valuable gift you can give your business.  If you want some help with the foundation thinking about getting the spark into your marketing check out this ecourse.

Enjoy your precious twelve days of Christmas!

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Big brands are using twitter as a lightning strike form of customer service and pouncing on complaints, magically creating confidence.  If you complain about a product or service you may find the washing machine or the computer replaced, and even airline tickets available where none existed before.  Banks with serious reputation issues in the past year particularly have a chance to be seen as human and helpful for a change.

Small businesses don’t have the customer service issue.  Most have a good relationship with their customers and handle problems personally.  So why use twitter?

The usual reasons given are about creating a community, finding out what prospects think, connecting with peers which can lead to joint ventures or collaborations, and of course being the helpful person solving the relevant problems.  All of which can lead to clients and money.

In the twitter workshops I have been running for a while I have noticed that a great deal of clarity and confidence is gained by looking at the world according to twitter.  By making twitter part of the plan in fact the plan gets clearer, the spark gets more sparky, and the next actions are easily identified.

The participants have learned about their business and themselves, as well as about twitter.

In a small business where one person carries out many different roles, this can provide the edge that leads to greater profitability. Unlike the lengthy soul searching that usually accompanies a business plan or marketing plan getting things right for twitter can be achieved quickly and easily.  That is the first piece of return on time invested, and the second is that the follow up action is usually clear.

Once people have a handle on twitter (in every sense of the word) it becomes a really valuable tool

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Was the bootcamp different because the audience was women and the presenters were women?

The aim of the weekend was to empower women to make money.  It was the brain-child of Stephanie Hale who started a project to interview 12 women millionaires so she could leave a legacy if her brain tumour diagnosis was accurate.  Luckily it was not, and the millionaire bootcamp for women became a spin-off reality a year later with the help of Mark Anastasi.  The big idea was that the support and the strategies are available for women for millionaire-dom.

Both women and men speak with passion, both can be self-made millionaires, both can hold the stage, and both can want to spend more time with the people they love. So what was different about this weekend?

I found it unusual and inspirational to have women as presenters. Internet marketing was the most-frequently cited route to riches and there are direct comparisons to be made with most internet marketing events which are dominated by men.

More variety in presentation styles. Women have more choice over what to wear than men, but there was a very rich variety of presenting styles, too. From  walk-around or stationary, glammed up or unmadeup, entertaining or serious,  polished or disorganised I did indeed feel empowered to be what I wanted to be, and that making lots of money could be easy.  The internet marketing world in particular is dominated by charismatic entrepreneurial men, and what they offer seems like the pot of gold at the end of the rainbow.  I had not realised that something was missing until I saw these speakers.

The importance of vision in the making of money was an integral part of most presentations.. This is not exclusively the territory of women, of course, particularly as Napoleon Hill’s Think and Grow Rich (written by a man interviewing men) was often cited as inspiration.  However the presenters felt as though they were in permanent relationship with a vision, rather than using the vision-as-project.

Tracy Repchuk was on first.  She has made squillions in a very short time on the internet, and was already retired as a millionaire before she started.  Her initial focus was on dreaming the dream, (and you got the very strong impression that she really cares) as well as explaining the mechanism for money production.  Jennifer Hough, the second speaker, spoke about energy and less effort.  I was in awe by lunch time – this was my kind of conference  – spiritual values and money. Not one at the expense of the other… and I have not experienced this so vividly before.

More value expressed to the people who matter.  Men in internet marketing refer to those around them, but I have not seen it done with such a sense of gratitude.  Nearly all the women mentioned the people closest to them with pride and gratitude: parents, partners children, friends. The fact that these women are millionaires of course made the message stronger: you can be happy and be rich.  You don’t have to be a bitch to earn a lot of money.  You can be successful and be loved. You can get the support of those who love you.

Real confidence expressed in tone of voice and body language.  The cars, the toys, the houses and the dream travel are often included in presentations to give credibility to the speaker, and it happened here, too.  But it was inspiring to be with successful women who are “on message”, enjoying their wealth (Jennie Amato has a red helicopter to match her red shoes), happy to talk about their lifestyle, and wish this same freedom for other women from a position of strength not battling against a male enemy.

More generosity about being part of the event. Many of the speakers were around and able to talk over the two days, which gave a fantastic opportunity to get to know them before making up your mind if you wanted them as a mentor.  Jo Martin, who gave the most memorable virtuoso performance of the event, also referenced previous speakers, and in particular Gill Fielding who had spoken the day before.  Yes, men do this too, but the women felt more accessible. It was especially good that Stephanie (organiser of the whole thing) was around and very easy to talk to, and not remotely self-important.

Less drama in the “rags” part of the rags to riches story. Male internet marketers often tell dramatic stories about the low points in their lives:  in fact as you are listening you can almost wish that you had experienced being shot at, being homeless, or bankrupt as that seems to be the pre-requisite for riches later.

The women told their stories differently: less “out there” and more of an “in here” realisation at a moment of breakthrough.  In fact speakers wanted the break through not to have to come through ill health or some dramatic story but a willingness to change attitude and change their life.

And was the audience different because they were women? It did not seem like a “female-only audience” – but of course the queues for the Ladies was longer, and offered more opportunity for the casual meeting and greeting which can lead to relationships! I suspect also that the female audience was more intent on giving back having received inpsiration and strategies for free.

Entrance was free which is in accordance with the law of reciprocity as outlined in Robert Cialdini’s book “Influence” which is a handbook for the internet marketing world.  The principle is that you receive something and want to give back.  Of course this is a key part of many religions and philosophies and is also  networking.  Congratulations to Mark Anastasi for having enabled this to happen.

I imagine that there were many sign-ups, but I am absolutely convinced that the spark of empowerment and inspiration will be paid back many times over.  I was already booked in with Jo Martin and Ed Dale in November, and didn’t feel I had the mind-space to take on another course.  Do I know who I want to work with in the future?  Certainly do.

The Millionaire Bootcamp for women was inspired by Stephanie Hale and the event was organised by Mark Anastasi.  Speakers were: Jennie Amato, Joanna Martin, Leili McKinley, Gill Fielding, Heather Seitz, Naomi Sassaye, Jennifer Hough, Lynda Dyer, Tracy Repchuck, and Maria Davies.

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Hope you like it!  Poetry is such a great way to express imaginative ideas.

Justice at work

As the bullies come near in the playground

I go quiet, neutral.

Skirt length unremarkable, occupied

Don’t catch their eye

Hold my breath, wishing

myself into the brick wall

While my friend more reckless

returns the stare, sticks out her tongue

and runs off laughing

Miraculously unscathed.

In the very important meeting

With the very important customer

the gang leader

takes credit for my report, my analysis, my concept.

I freeze.

Guilt shame confusion.

Six years old inside my

Adult body – not too geeky

Not too gorgeous. Unremarkable.

Why can’t I be like my friend!

Suddenly I need to throw

the fat smug bastard

through the sixteenth storey window

hoist with his own glass shard.

I need to ram the biros down

passive throats

tear my report into confetti,

stuff it into every orifice

celebrate!

So I make an innocent but

intelligent remark

in a variety of ways

relentlessly

persuasively

until they eventually

get it.

The power in the room shifts, creaks.

The mast of superiority re-angled

Over our flagship idea.

They’re groaning and dying from paper wound

Fountain pen poisoning

Laptop leprosy.

Slumped across desks, rigor mortis

Set in mid-sip

“No sugar dear

must watch the weight” still in the air

not swallowed.

While the icy wind knifes round

the room through the crazed

discordant hole where no crack is permitted

in toughened glass.

I walk on devastation

In my red stilettos

Fish net tights

Frothy skirt

Tailored jacket

Laughing

till I am dancing

on the board room table.

Me and my magic marker

return it all to order

Without sideways glance

or heartbeat missed.

Space is made for me.

I’ve made a difference

To me.

my peace is a piece of me

top of my agenda

none of their

business.

Me and my best friend run off

giggling

to blow raspberries

with our bubblegum

and leave ‘em standing.

©  Jean Wolfe

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My personal feeling is that getting the quality of the ending as good as possible prepares the best foundation for the next beginning.

I have been thinking about endings recently because my brothers and I have been clearing out what was effectively our parents’ home.  Decisions have had to be made and actions taken but it has been important to acknowledge feelings.  These have been made more complex because the surviving partner – my stepmother – is happily living a few miles away.  It is not death which has been the catalyst but dementia.

Endings are important in business, too.  We often think simply about “end of the month” or “end of the year” but there are many endings to get right.

1. Ending of a relationship with a customer.  Relationships with customers can go sour or simply lose impact.   Even if the customer is happy it is better to draw the relationship to a close (or create an exit opportunity) rather than simply continue to take money.  Where a customer relationship goes wrong dignity and courage is needed to prevent on-going damage.  As the business owner it is our responsibility to take the initiative, and create  the appropriate ending so that both sides can win. Apart from creating good karma this makes excellent business sense as new relationships and referrals are more likely to follow.  Sometimes it is better to lose the battle to win the war.

2.  Finishing a Project.  Very often one piece of business can flow into another leading to false assumptions.   It is always better in my experience to conclude one phase, provide the feedback or the final phase of the project rather than simply bolting on the new one.  In the corporate world this is less likely to happen, but in the small business market the urgency of the new is often very seductive to both sides.

3.  Taking leave of peers and colleagues.  I have recently left a networking group which I had been in for many years.  During that time there were many leavings and remarkably few where the leaver left with an enhanced reputation.  A courteous email or phone call which respects the relationships works wonders and is so simple.   Leaving is normal, endings are normal, and we all want to say goodbye, or have a chance to say goodbye to others.  Where colleagues left without a word both they and the group were at a disadvantage.  Leaving provides a point of communication which can help to keep relationships alive in the next phase.  In my experience the women were on the whole more capable of leaving well!

4. Completion of internal Focus or Campaign.  Finishing one phase involves tidying up afterwards and thinking about what has happened.  Your own approach can be looked at and of course testimonials sought, and the desk or files cleaned.  This helps to bring one phase to a conclusion and combat overwhelm.

A period of downtime is needed before the next beginning.  It is the equivalent of wiping the tools down with oil and checking the sharpness of the blades, or of finally looking round the newly decorated room before bringing in the furniture again.  Particularly if you are a one man band business it is important to feel the sense of rhythm and re-charge the batteries which helps to keep the quality of work high.

5.  End of the conversation.  On the phone or at the end of the meeting it is woth giving some thought to the conclusion, so that both sides feel satisfied and there is a clear next step.  At face to face networking events most of us have experienced the stare over the shoulder when somebody didn’t know how to get out of a conversation but was already planning an escape route.  It doesn’t make anyone feel good.

An ending will always involve change, or loss.  Many people think it will be easier to ignore endings or resist them so they can avoid change  and difficult emotions.  In fact if the emotions are not faced the ending is not complete, the spark in us dies,  and the issues can continue to re-surface.  Endings where the feelings have been  experienced create the fuel for the next beginning and helps us to move forward with more confidence, competence and generosity.  That helps our business to develop and attract the next level of customers and partners.

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