I’ve finally seen the light on the power and privilege of guest posting over the past month (thanks in large part to what I’m learning over at Third Tribe), and it’s been a nice perk getting to write on some really good blogs here lately. I wanted to share a couple of my latest guest posts for you in case you missed it:

1. 5 Reasons Network Marketers Should NOT Use Social Media: I don’t want to sound too sappy here, but I’ve managed to cultivate yet another friendship online with Janette Stoll. We’ve crossed paths all over the web over the past six months. You may remember Janette’s recent post here at MiP filled with easy tips on article marketing. I’m really proud of this post I have on her site, as I feel it captures some of my hot opinions on social media use by direct sellers these days. The discussion in the comments is pretty meaty, too.
2. 6 Ways to Let Google Optimize Your Business: Mirna Bard and I just started connecting. However, her blog seemed like a perfect fit for this idea. It’s amazing what analytics can tell you about what you should really be doing about your business. This post shows you some things my analytics have told me.

Definitely follow these ladies; they’re writing really good stuff. Also, let me know if you’ve got a topic in mind that you think I could cover for you on your blog; I’d be happy to pitch in and give your world my two cents.

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Here’s the thing: to say this is long overdue is like saying BP took a little too long to fix the gulf oil spill. I confess, I’ve slacked off on wrapping up my Optimization Summit reviews from March. Most people would probably just have killed the idea at this point, but what I haven’t shared with you yet is simply too good not to get out there, regardless of timing. So, we’ll carry on, wayward sons.

Up next is Mack Collier’s presentation, Think Like a Rockstar. I had heard of Mack before, so I was looking forward to the presentation from the beginning. Mack packed his presentation with more case studies than most Lasik surgeons can throw at you at their “get to know us” seminars, and I loved ‘em. More than that, though, was that his rockstar analogy really sticks. It’s one of those analogies that doesn’t just clarify a topic; it illuminates it.

You can check out Mack’s entire Think Like a Rock Star presentation here (or embedded below).

So, without further adieu, here are my biggest takeaways from Mack’s presentation. I’d love your input. Oh, and if you’re interested in seeing Mack in person, be sure to register soon for the September sessions of Optimization Summit coming in mid September 2010. Here’s a discount code if you’re interested.

Why do rock stars have fans, and companies have customers?

Man, does that question make your marketing molars rattle or what? Rock stars NEVER have customers. It’d be silly to even think of fans that way. Mack explained the following:

• Rock stars are fans themselves. They’re fans of their own music, and they’re fans music that they’re fans also like. It’s a great example of nurturing the common ground. Mack quoted Willie Davidson of Harley Davidson who said “We’re in constant contact with our customers; we ride with them all the time.”
• Rock stars look for ways to shift control to their fans. They hand over the reins and let the people have at it. The Beastie Boys did this in 2004 with their concert flick ‘Awesome we F’n shot that.’ (Read the full details behind this – it’s greatness).
• Rock stars find the bigger idea. They move the focus from “me” to the stories, emotions and issues that matter to their fans. Sarah MacLaughlin’s World on Fire video is an excellent example of leveraging the medium and the process and making them a part of the actual message.

Mack explained a lot more in his workshop. So much so that I finally gave up on taking notes and just sat back and enjoyed the ride, knowing his presentation would be available online. Which is what you can see below.

The key idea here is that we have to shift our paradigm in how we think of our customers. They are equal parts consumer, distributor and partner. They are our fans. When you think of them that way, everything else seems to line itself right into place.

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So far in Season 4 of Mad Men, we’ve already learned how to fire clients like Don Draper. Now, in episode 405, The Chrysanthemum and the Sword, Don takes this a step further and shows us how scolding and calling out your clients can actually work in your favor.

The brief synopsis is this: the Honda company is taking bids, and they have very strict rules on how the presentations and courting should work. Don makes it appear as though he’ll be breaking the rules by presenting a full-blown commercial to the Honda execs, which only gets his competition to do the same. However, upon presenting, Don simply calls his Honda audience out that they haven’t even followed their own rules, and he returns their check and turns down their business.

It seems like a death wish, but the Honda people still want to work with Don and the rest of the agency.

Boldness is Attractive

People are drawn to boldness. Regardless of how crazy the boldness is, the boldness itself attracts us all. It drips with confidence and it makes no room for slackers.

Most people are also too chicken to be bold. Most of us wait until we have everything “just so” before we feel comfortable being bold. Don shows us that being bold is actually the first duck you need to get in line.

He also shows us that the consistent willingness to walk away can actually be the most productive sales act you can make.

Boldness is not a result as much as it is a cause. How could you be bolder?

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Read all of the Mad Men Marketing Lessons now.Similar Posts:

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I recently finished up Joel Comm’s book Twitter Power 2.0 (aff.). The video below gives you the good stuff, but here’s the 10-second version:

• Pretty good practical resource for people new to Twitter. Joel does a nice job of really covering the bases and giving good guidelines for setting things up.
• If you’re fairly familiar with Twitter already, you’ll definitely want to just skip through quite a few parts. But in the midst of all that are some pretty good morsels to put to use.
• The list of third party resources in the back is very helpful.

Get Twitter Power 2.0  now at Amazon (aff. link).

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…. created a Facebook profile yet.

There’s someone who is completely confused by “@” and “#” symbols next to otherwise normal names and words.

There’s someone who doesn’t know that traditional advertising is dying.

There’s someone who’s never heard of Seth Godin.

There’s someone who only uses their cell phone to make phone calls.

There’s someone who doesn’t own a cell phone.

There’s someone who thinks it’s hard to accept credit cards.

There’s someone who thinks building a website costs at least $25k.

There’s someone who’s never used email.

There’s someone who doesn’t know about Local Search.

There’s someone who gets confused when you say “just Google it.”

There’s someone who’s never spent a single penny online.

There’s someone who thinks car window decals are a good way to build awareness for your website.

There’s someone who’s never read a blog post.

There’s someone who has a stack of great idea and not the first clue as to how to share them.

There’s someone who doesn’t know what the hell you talk about most of the time.

—–

I’ve got a neighbor who runs his own business and doesn’t own a computer. It amazes me.

Here’s the point: The phrase “there’s someone” above should actually be replaced with “there are lots of people.” It’s easy to forget that what we (marketers) do isn’t common sense to a lot of other people. It’s easy to sell ourselves short. But the fact is the world is filled with people not necessarily needing the one and only marketing expert, but rather just an available marketing expert.

That’s who you are for someone (a.k.a. “lots of people”). Go find them.

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What is local search marketing you ask?

Have you ever done a Google search and seen that map in the middle of the results? You know what I’m talking about… it looks something like this:

Want to know how to get to the top of that list?

Read on to learn more about Local Search Engine Optimization techniques, and why it’s important to ‘localize’ your business.

First off, let’s quickly discuss what we mean by local search marketing.

What Exactly Is This Local Search Marketing

The picture above somewhat says it all, no?

If you’re a small business that can only serve customers in a certain geographical area, I’m talking directly to you:

• Any brick and mortar (restaurant, sports shop, etc…)
• Service companies that go to the client location
• Insurance companies

Wouldn’t it feel wonderful to see your business show up at the top of that map list when someone searches for your product or service?

When users of the search engines are looking for something that is near to them geographically, they are likely to add a geography to the end (or beginning) of their search query.

Example: “restaurants in Dallas, TX” or “Baltimore hvac training school”

As a matter of fact, even if the search does not contain a specific geography, Google (and the other search engines) are smart enough to know where you’re searching from, and thus deliver you results relevant to your location.

Don’t believe me? Click here to do a search for “restaurant” – this is what my results look like:

Not the same as yours are they? Nope – because you’re (most likely) not in Ellicott City, MD, like me!

So what is local search marketing then? It’s the art and science of getting your business to come up higher on that list.

The benefit is pretty obvious right? – If you show up on that list, users of the search engines are likely to click on your website, and thus visit your shop (instead of your competitor’s).

Okay, so now you know what local search marketing is, so let’s jump into some tips on how to do it!

1. Claim Your Google Places (and other) Listing(s)

The first thing you want to do is claim your online listings.

Sites such as Google, CitySearch.com, and Yelp.com allow business owners to edit the information associated with their listing – after your prove that you’re the business owner of course.

Claiming you listing is very easy. Just navigate to your businesses specific listing on any of the sites listed above, and then find the link that says “Edit this place” or “Claim your listing” or something along those lines. They each have their own way of verifying that you’re actually the business owner – just follow their protocol to prove that and then you will have access to make edits to your listing.

You might be thinking “Why do I want to edit my listing, it’s already there and looks pretty good”.

The answer is because a) your listing can look better and b) by editing it and adding a relevant description, pictures, videos, and other information the sites ask for – they are more likely to serve your business listing when someone searches for your product or service.

Google Places is probably the most important one you will want to claim. Go find your business and click “Business Owner” to update and verify your listing.

2. Get Positive Reviews from Happy Customers

One of the factors Google uses to rank your listing is the quantity and quality of the reviews your business has.

We highly recommend putting together a campaign where you solicit your best customers and ask them to leave a review for you on Google, Citysearch.com, or Yelp.com.

The details of the campaign are up to you, but getting those reviews is definitely important for search engines, AND even more important for users. I can’t tell you how many times I’ve chosen one restaurant over another solely based on reviews.

Even if you have to offer your happy customers an incentive to go an review your business, it’s worth it (just give them a $25 gift card, or better yet, a 10% discount next time they buy from you)!

One thing to note: Google Places will aggregate reviews from other sites on the web into your Google Places listing.

* Recent update: Google now allows you to respond to reviews users have left on your Google Places listing *

3. Use Other Websites for Listing Your Business

Perfect example: Craigslist

If you clean homes, don’t rely on PPC and word of mouth to get your new business, take the time to list your services on Craigslist.

If you rent apartments, there are several sites that let you list your openings for free (and there are paid ones as well, which are also great).

If you do computer repair, definitely do Craigslist postings!

Admittedly, Craigslist isn’t for every business, but there are surely some websites out there that will let you list your services for free.

Quick tip: Do a Google search for your business product or service. See who comes up on the first page. Can you partner with them? Can they link to you? Pick up the phone and introduce yourself!

Don’t Just Sit There!

Get out there and claim your listings, get reviews, and list your services in as many places as possible. As times goes on, more and more people are starting to use the internet to find businesses and make decisions.

Taking control of your online reputation and getting listed in as many places as possible will ensure your future success!

This is a guest post by Arsham Mirshah of WebMechanix, a Baltimore, MD based internet marketing firm specializing in Search Engine Optimization (SEO). If you have any questions, contact the friendly folks at WebMechanix (let them know you found them through this website)!Similar Posts:

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I’ve ranted and warned and cited other experts regarding focus groups before. But now, I can play the “Don Draper said so” card when the idea of focus groups come up (and don’t think I won’t!).

In episode 404, “The Rejected,” of Mad Men, the season finally makes a little progress. Pete’s gonna be a daddy, and he’s finding ways to fully leverage his account with the dad-in-law. Don finally has to face some consequences of sleeping with his secretary. Peggy’s found a new lesbian friend who’s introducing her to all kinds of new things.

All good stuff, but not exactly the kind of meat I’m looking for in terms of what we marketers can actually put into play today.

On Focus Groups: People Just Start Talking

However, the interestingly tense interactions between Don and Faye, the marketing research brainiac, continues to intrigue me. Faye has already pegged Don’s type; now she’s poo-pooing his campaign ideas based on a sample of six women from around the office. In response, Don delivers a classic line:

“You stick your finger in people’s brains,
and they just start talking.”

He goes on to add that, when you ask people to give their opinion on something, they’ll work hard to give you one. Whether they have one or not.

I’m not anti-focus group. I just think they’ve traditionally been too heavily relied upon. And poorly handled at that. Take Faye’s example. While she was methodically presenting the session in what appeared to be a very impressive way, there were some fundamental flaws in place. For one, all the participants were taken from the office. There’s a ton of bias already in place. Second, she included Allison when Allison even knew the angle they were testing. That’s an even heavier bias (and let’s not even mention her other bias in this situation).

How Much Can You Trust Your Gut?

Don loves his gut. He may love it too much. But he’s not going to let research dissuade him from his most compelling “gut moments.” I believe it was the very first episode of the series where he takes a report from the marketing research lady and tosses in the garbage can, right in front of her.  He also adds in this episode something along the lines of “Why should we ask people what they think when they don’t know how they should be thinking?”

How do you draw the line between your gut and your research? What drives your decisions more? How do you break ties?

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Read all of the Mad Men Marketing Lessons now.

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Chasing greatness can be overwhelming. Pursuing the title of “the best” can be downright paralyzing.

And for some reason, we tend to over-compete with our marketing skills when it’s not even intended to be a competition.

So give yourself a break and just make sucking less your goal.

There’s something liberating about, and I think more productive, about sucking less:

1. It forces you to admit you suck, thus shedding the pressure of the greatness label (think guru, ninja, wizard or maverick).
2. It gives you the opportunity to feel good about small improvements. Becoming the best usually requires “giant leaps for mankind.”
3. It normally works better. It’s amazing how effective just the smallest improvement can be.

So, what do you suck at? What would happen if you just sucked a little less?

(Tip o’ da hat to Sonia Simone and Dave Navarro for planting this seed in their Third Tribe interview. Good stuff.)

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“Smoking killed far more people than terrorists ever did. It’s just not as dramatic.”

You can thank Seth Godin for that loaded byte. His post on the power of slow change makes a great point: single events don’t crush anything; series of events over time do.

On the one hand, you have something to be happy about: no individual act is make or break for you. So stop treating it that way.

On the other hand, here’s something to worry about: there are things going on right now, right in front of you that are creating some kind of future disaster. Can you afford to stop focusing on now long enough to see what now is telling you about tomorrow?

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OK, so it’s a little difficult to extract this week’s obvious marketing lesson out of Mad Men. But I think I was able to take something away from it.

Episode 403, “The Good News,” starts giving us a little bit more on each of the characters. Joan wants kids, but her husband’s probably headed for Vietnam. Don’s en route to Acapulco, but just U-turns to New York after finding out Anna has cancer. And Lane is separated from his wife.

And I think it’s Lane that’s going to give us our lesson this week. At least the first half of it.

How Dropping Your Guard Works

Lane begins the episode claiming to Joan that he is the “incorruptible exception” in regards to her voluptuous ways.  He nears the end of  the episode all alone in the office for New Year’s. Then Don surprisingly shows up. Given the situation, Lane almost refreshingly drops his guard a bit.

He offers Don a drink.

He confesses that it’s been a magnificent year.

He joins Don for dinner, confessing that his wife has left him.

He accepts, after second thought, Don’s invitation to have a couple prostitutes join them for the night. You can fill in the blanks after that.

We’re given no reason by the end of the episode to think Lane has regretted this decision, but I’m willing to bet it’s coming. And it’s going to work against him in a terrible way.

Denying Your Principles

We all have opportunities to let our guard down with our colleagues. And I’m not talking about sinking to prostitution (Lord help us!). I’m talking about the little ways we can let our guards down. A loose tongue. A gripe session. An exaggerated ego. An inappropriate dealing with a subordinate in a way that could undermine your authority.

Being human, we like to be liked. And that can get us into some trouble at points. Our principles will always be challenged. And the thing with keeping principles is that it doesn’t matter if they’re considered right or wrong; it’s the simple act of keeping them that matters. When you fall short of your own principles, especially in the presence of colleagues, it shows a chink in your armor.

We all have flaws. Obvious ones. So it’s silly to think we can hide them all. But it’s also silly to put ourselves in situations where the odds of exposing those flaws is increased.

Lane, in a moment of both weakness and wanting to be liked, denied his principles and took on Don’s (if you want to call them that). And it will come back to bite him.

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