business, social media and life from the bottom up…

“Nibblin’ on sponge cake, watchin’ the sun bake…wasting away again in Margaritaville”

Jimmy Buffet is a better copywriter than you. Are you kidding? No.

Margaritaville, Cheeseburger in Paradise, and Changes in Latitudes/Changes in Attitudes are all songs from Jimmy Buffet that conjure up visions of boat drinks, a palm thatched hut, escapism, and if just for a fleeting moment, an unconventional life.

However, did you know that Buffett has written three No. 1 best sellers?

• Tales from Margaritaville
• Where Is Joe Merchant?
• A Pirate Looks At Fifty

Two of his books spent over seven months on the New York Times Best Seller fiction list and his autobiography, A Pirate Looks At Fifty, went straight to No. 1 on the non-fiction list.

In fact, he is only one of seven authors in that list’s history to have reached No. 1 on both the fiction and non-fiction lists. (source: Jimmy Buffet Wikipedia)

What is it that creates such loyalty to the Buffet brand?

The other day a guest of mine asked, “So do you listen to Jimmy Buffet and drink piña coladas every day now that you live in the Caribbean?”

Of course, in order to keep up appearances, I told her, “Absolutely and most days I walk around in a grass skirt and put a foam shark fin on my back too.”

And then I realized, you know, since I left snowy, cold, and blustery Worcester, Massachusetts over ten years ago I haven’t wanted listen to Buffet at all.

But her question got me to thinking… there must be something to this guy’s music that we, as business owners and online marketers, should pay close attention to.

What’s Buffet’s secret sauce for success?

How has he been able to create a tribe of cult like followers who attend his shows en masse and consistently make his live shows sell out within hours?

Moreover, how does Buffet get typically rational folks, from normally conservative young professionals all the way up to near retirees, to dress up in ridiculous outfits like coconut bikinis, grass skirts and parrot hats?

It’s not mango salsa, rum drinks, or even the promise of Captain Cook’s buried treasure!

Could it possibly be quirky, brandable phrases like – ‘parrotheads’, ‘ fins up’, and ‘land sharks’? Well, that might be part of it.

By his own admission in his book, “A Pirate Looks at Fifty,” Buffet is not an exceptionally gifted musician and he surely does not have model-esque good looks. As for his writing, certainly, Buffet is no Mark Twain.

So what is it that has allowed him to dominate his niche and succeed on such a grand scale, where others have failed? And perhaps, most importantly, how can Jimmy’s formula for success help you to enhance your writing and increase sales?

Here are eight irrefutable ingredients that Buffet uses, which can help you improve your copy:

Ingredient 1 - The power of story

Whether you like his music, or not, Jimmy Buffet is a master storyteller and this characteristic above all else has led to his success. The tales and stories that are weaved through his lyrics, such as, being adrift in the Caribbean ocean and finally reaching the sandy shore to discover the perfect cheeseburger and cold beer. Or how a change in latitude to a warmer climate will instantly bring a change in attitude are the stuff of legend.

I dare any of you to tell me that on a cold and miserable winter’s night you haven’t broken out the blender, made some margaritas and cranked his music, if just for a little while, to be transported someplace warmer. Whether drafting a blog post, an ‘About’ page or writing an eBook, a great story sells every time, guaranteed.

Ingredient 2 - Clear vision

Buffet knows exactly where he wants to take people with his songs, “But there’s this one particular harbor/So far but yet so near,” and he writes his lyrics accordingly.

For the small business owner and marketer who’s using the internet to drive traffic to their business, product, or service it is awfully hard to craft a compelling story if you don’t have a vision.

Ingredient 3 - Unabashed passion

Not only does Jimmy embody the flip-flop and sand in the toes mentality through his music, he has lived the life and loves it. You can hear it in his composition and he really makes people believe that we should all be living this way.

Most consumers can smell a fake and fraud. Are you injecting passion into your message?

Ingredient 4 - Tap into emotion

Buffet’s music and lyrics are supposed to make you feel good and meet you on a visceral level. His emotional pitch; the sun is out, the piña coladas are fresh, and it never rains in paradise. The people tailgating before his concerts might not be able to afford a vacation, but he makes exotic dreams come true because he makes people feel good about themselves.

Most purchases are driven by pure emotion and buyers don’t always buy what they need or want. Do you want your buyers to be excited, happy, or motivated? Then make sure your writing delivers.

Ingredient 5 - Clutter free message

The lyrics to the song Margaritaville, “nibbling on sponge cake and watching the sun bake” are not going to win old Jimmy any Pulitzer prizes, but his message is crystal clear.

In his article on American writing, William Zinsser states perfectly, “Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular constructions, pompous frills and meaningless jargon.” Enough said.

Ingredient 6 - Serve your niche

Buffet writes his lyrics like he is an expert on escapism. He doesn’t say, ‘You might enjoy the sand and surf’ he tells you with conviction. Additionally, he does not write songs in an effort to win over the heavy metal crowd or the classical music snobs. And you certainly won’t hear him singing about the heartwarming qualities of Bill Lumbergh and attempting to sell you on the benefits of office life.

Many online marketers struggle because they try to serve everyone. If you can’t define your niche in sixty seconds or less, I am not sure you have narrowed your focus enough.

Ingredient 7 - Fill a Purpose

There are many unhappy professionals and office workers out there and unfortunately many won’t move beyond fear and pursue their true passion. For most they simply can’t quit their job and move to paradise. Jimmy’s music fills the need for people who dream of a slacker lifestyle and warm weather escape.

Are you adding to purpose to your copy and examining what need(s) your product or service fills?

Ingredient 8 - Trust

Buffet’s “every man” style lyrics and music create a connection and bond with his fans. People feel like they know him, and most importantly, they feel like they can trust him.

If you are writing targeted information for Internet sales, would I trust you enough to give you my credit card number if I read your content?

As a small business owner I am primarily concerned with effective copy that draws in more customers, but Jimmy’s formula can work equally well on your about page, your blog, or a landing page that is designed to sell your information product.

In Jimmy’s own words…“It’s a magic kind of medicine that no doctor can prescribe…”

About the author: Mark Hayward hates the snow and cold! But he loves living in the Caribbean, owning his own business and is a co-founder of the nonprofit, Train for Humanity. You can follow him on Twitter @mark_hayward.

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If you are looking for a little reading…today I am guest posting over at Lateral Action:

How to Achieve Your Goals Through Reverse Engineering

In the post I discuss how I use the concept of reverse engineering and how I apply it to my goals, so that hopefully I will be successful.

If you find the post  helpful or interesting, I greatly appreciate a Tweet (tinyurl for ya’ http://tinyurl.com/dcjyqr) or a Stumble.

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Do you use (or want to use) social media to promote your business but wonder how in the heck you measure its effectiveness to bring in more customers and make more sales?

Here’s the thing: For both large and small businesses, effective social media measurement starts with well-defined goals and ends with analyzing the impact of your efforts. That’s it, that’s the trick!

Whether you are a small, medium or large business, size does not matter when it comes to measuring social media return on investment.

In fact, if you’re a ‘mom & pop’ shop or on the Fortune 500, if you’re using social media to improve your business then you are really not that different at all.

The scale might change and one might require more staff to undertake the necessary work, but at its most basic, measuring social media ROI for a large corporation is not much different than a small business.

The Buzz

Currently, the web sphere is abuzz about the use and subsequent power of social media for helping to promote businesses.

But, for some reason, there seems to be more mystery and intrigue surrounding how to measure the results of a social media campaign than there was when Geraldo Rivera was going to open Al Capone’s vault.

Many people understand the inherent value of social media, however, they get stuck on how to measure its effectiveness for business growth and increasing sales.

The easiest way to know if your efforts are being effective, or not, is to ask yourself (and be honest) these simple questions, “Are there more customers now than before I started using SM? Is the business selling more product or services?”

Unfortunately, for those who have a boss that they need to answer to, this measurement technique is probably as helpful for your social media career as telling your superior that you saw the Loch Ness Monster on your ride to work.

The truth is, social media has to bring measurable results, and I don’t think that quantifying what’s working needs to be all that complicated.

5 Step Social Media ROI Method

Today I want to explain the method that I use to measure SM usefulness.

For me, I think the most successful technique for doing this is to break down the benefits, goals, and desired outcomes that YOU hope to obtain down to their least complicated components.

While it might not be technically elaborate, the SM (effectiveness) measurement method that I use is simple, reproducible, and it works. Here is what I do:

Step 1: Goals – what do you want social media to do for your business?

Please note: there should be no skimping here! I know most creative entrepreneurs like to just get on with it…however, in order for measurement to work, you MUST clearly define your goals.

I sometimes get the feeling that people think social media will magically - - produce instant results and be easy. So they decide they don’t really have to come up with concrete goals (do they?).

Some common answers to the ‘goals’ question include; increased brand awareness, sell more product, gain new customers, make the front page of Goolge, etc.

When I got started with social media my business had not been marketed at all, nothing. And had NO online presence. Some of my social media goals were:

• Customers must be able to find us.
• Fill the rooms of our B&B.
• Make enough to pay the mortgage.
• Learn from others and pass on what knowledge I have.
• Rank well in search engines.
• Promote the island in general as a tourist destination.

Step 2: The Plan – How will the goals be achieved?

The social media plan is built upon your goals above. Your plan will be tailored to your business, either large or small, and might include a blog, YouTube video, forum participation and interaction on Twitter and FaceBook.

For more on my specific social media plan have a look at the post How I Use Social Media to Promote My Business or have a look at John’s plan.

Step 3: Implementation & Execution – It is now time to put that plan into action.

Seems ignorant to mention this, but strategy wise you can’t overlook this step. Consistency is the key! And try not to fall into the trap of thinking, heck I created a Twitter account, Facebook page, and even a blog with one whole entry NOW where’s my g-damn customers.

For small to medium businesses, I like to think that it takes a good three to six months of hard work before any benefits are witnessed. If you are in a heavily competitive market you might be looking a one-year before you notice any results. Also, if you work for a large company (i.e. where you have a boss to report to), social media has to be part of the overall business plan and strategy and it must have buy in at all levels. Or else, you are setting yourself up to fail.

Step 4: Measuring results – you have put in the required time and effort, now what?

All right, you have been going gangbusters for months, being helpful on forums and writing killer blog content. When I reached this stage, I’ll admit, I was stuck scratching my head. But then I really thought about the question, “What are the measurable results that I can glean from my goals?”

If you are a small biz owner, large corporation, or consultant then you need to spend some time thinking about that question. The answers that I came up with:

• How are people hearing about my business?
• Which of my efforts are bringing the most traffic (blog, forums, etc)?
• Am I attracting the right people, e.g. when they get here are they happy?
• Based on my social media efforts, are we selling more rooms?
• What are the hard sales numbers?

You need to ask: Why are they coming to you? How are they getting there, through which social media avenues? Are you closing a sale?

To find out the majority of the answers to the questions above, I do what I think every business small or large who uses social media should do, I ASK my customers how they heard about us and then I track if they actually make a booking. (I would do the same thing if I was selling a product or service.)

Here is a sample of the spreadsheet that I use to track my social media ROI (please note: the real numbers have been changed to protect the innocent):

You will notice that across the top I have the months listed out and down the side I have my various social media outposts. To come up with the numbers I simply ask my customers how they happened to hear about us. It is not glamorous or sexy work.

But I think this is the KEY!! Whether you are DELL computers or a gourmet bistro, you have to ask your customers how they heard about you.

The typical responses I hear are:

• I found your blog and that led me to your website.
• We typed x,y,z into Google and you popped up.
• You answered my question on XYZ forum and since you were helpful I decided to check you out.
• I read your reviews on TripAdvisor.

Well, you get the point. I think, even larger businesses can do this; it’s only six words “How did you hear about us?” And you can add some additional columns for sale or no sale.

How else can you actually measure your effectiveness against your goals? Certainly you can look at Google analytics for traffic measurement, but if you are only doing that, you’re only measuring one variable.

Step 4: Revisit/Refine/Redeploy – you’ve gathered information now it’s time to look at what’s working and what isn’t.

Every couple of months you should review your measured results and determine what you might be doing well, where the majority of your customers are coming from, and where you need to improve.

You need to keep in mind that some elements of social media are just not going to be measurable or that results might take twenty years.

For example, Hugh MacLeod, announced on his blog the other day that he had gotten a book deal. Obvious talent aside, Hugh has been at it for a long time and his success would seem to be measured in sheer tenacity, will, and truly believing in his art and message.

And maybe that’s the real trick, belief in what you are doing…?

Final TIP! – My business generally succeeds or fails based on customer service. I (we actually) have made the conscious decision to be the best host and customer service person I can be. Don’t believe me? (Read this.) Social media or not, if I suck, chances are I would go out of business. The same probably goes for your business.

Do you use social media? What is your method for measuring effectiveness?

image source: idg

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Do you know a business owner who thinks that blogging is only for pimply faced kids?

In my continuing quest to try and assist small business owners, I just had a guest post published at ProBlogger, 10 Tips for Blogging Your Way to Small Business Success.

The article discusses a conversation that I had with a recent guest who thinks blogging and social media are a waste of time.

If you have a spare moment, please check it out - 10 Tips for Blogging Your Way to Small Business Success.

Feel free to get in touch or continue the discussion on Twitter @mark_hayward.

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mediocrity ~ the state or quality of being mediocre.

mediocre ~ rather poor or inferior.

Based on some interactions I have had recently, which left me questioning just what the frick is happening, I sent the following “Tweet” yesterday:

“You know, there is a tremendous amount of fricken mediocrity out there! But not you, you’re better than that.”

Perhaps, due to the economy (and stress associated with it), I am more sensitive when it comes to my daily interactions? I don’t know…however, I challenge you to keep a running tally one day of the mediocre vs astounding interactions that you have. I bet you the mediocre column dwarfs the exceptional.

But, here’s the thing that really gets me: We encounter so much mediocrity in general that it has almost become the norm.

The truly sad element in all of this is that it does not have to be that way! I am not certain if it has been scientifically proven, but I would like to think that it takes just as much energy to be mediocre as it does to be amazing, astonishing, and fabulous.

This is NOT intended to be a rant. In fact, I’m calling myself out. I have been sub-mediocre on a number of projects that I have going on right now and I need to take responsibility and change that.

How about you? Where do you rank?

(Thanks for reading and have a terrific weekend!)

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My primary goal with this site, speaking as a small business owner (not a consultant nor an ‘expert’) who actually uses social media, is to try and make the transition easier for other business owners out there who would like to use the (mostly free) online tools that allow you to promote you, your brand, and your service or product.

A reader recently emailed and said that they still have NO IDEA where to begin with all of this social media ‘stuff’.

The following is my simple response. It is not meant to be a thesis extolling the virtues of social media or a “be all end all” list. But it is meant to be a starting point for the rookie Do-It-Yourselfer and to get people thinking and talking. Please add more suggestions in the comment section.

1. Think about and list out your social media goals.
2. Create a Flickr account and upload some photos.
3. Start a blog (use WordPress or Blogger they’re free)
4. If you have a video camera (you can get a FLIP for $100) shoot some vids and upload them to YouTube or Vimeo. Make sure you tag and describe them properly.
5. Visit and participate in forums that cover your niche.
6. Leverage the power of FaceBook.
7. Develop your LinkedIn Profile -
8. Research key words for your business (Seo Book has a nice tool for this)
9. Help someone who has even less social media skills than you (remember it’s all about Karma!).
10. Comment on some blogs.
11. Engage and interact with your customers and competition online.
12. Write a guest post or two.
13. Email some people with similar interests to say ‘hi’ and to open the door for possible collaboration.
14. Compose an incredibly useful and freely downloadable e-Book or publish your manifesto.
15. Create profiles on StumbleUpon, DIGG, Reddit, and other SM platforms.
16. Start reading a lot of blogs. (I know, technically this does not create a discernable footprint, but it gets you in the habit of searching for relevant information…which could lead to comment, which then leads to a footprint. :-))
17. Search newspapers for articles on your niche and leave comments (I still can’t believe how much traffic we get from one NY Times article where I left a comment.)
18. Email your friends and let them know your social media profiles
19. Add your web URL to your email signature.
20. Join Help-A-Reporter and reply to some inquiries.
21. Setup your ‘listening strategy’ with Google Alerts for your keywords and use Twitter search.
22. Draft a press release about your small business and submit it to a free service like PitchEngine.
23. Create a Squiddo page.
24. Brainstorm and come up with at least 25 blog post ideas (focus on headlines) that you can create full posts from later.
25. Join Twitter – listen, learn, and engage in the conversation.

Even though it’s not mentioned in the actual post, the key message to be drawn from the above list is, “today.” Don’t wait until tomorrow, or until cash flow problems arise because of the economy. Get started with your social media efforts TODAY!

(Note: If you like what you see sign up for the RSS Feed or continue the discussion on Twitter @mark_hayward.)

image source: jpverkamp

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I woke up this morning feeling a little sorry for myself and somewhat pissed at the world. Not very typical of my personality, but I’ve had a long and  challenging week.

Today, while taking care of my usual responsibilities I received an email from a very selfless and kind friend with some news that a really bad situation had befallen his family.

It is not my place to go into detail, but it is the earth shattering kind of news that made me say out loud, “Holy Shit!” And it made me feel like someone punched me in my gut. (Especially since I had the audacity to actually be angry at the world this morning.)

Please, I know it’s cliché, but embrace what you have and your good fortune TODAY. I was going to compile a list on how to “Embrace what you have,” but that’s bull. We all know what we have to do, the actions we have to undertake, and the people we need to tell they are important.

If YOU are having a bad day, a troubling week, or a horrible month then I am sending you all of the good karma and thoughts that I can muster.

To my friend, if you read this, we are thinking of you in the Caribbean.

 

image source: kalandrakas

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Economy aside, my small business pretty much succeeds or fails based on customer service (cleanliness is a close second….).

Recently, I have had some dealings with large companies and came away feeling great from one interaction, and not so great from the other *cough* AT&T *cough*.

Everyone likes to complain and have a “voice” when things don’t go right, but for once I thought it was important to recognize a good experience.

Today I want to focus on the experience that went well.

For the past couple of months my DELL Latitude D430 has been freezing up and locking at the worst possible time(s) with unsaved work, during the middle of drafting an important email, etc.

One day while I was having a view of “tweets” on Twitter I noticed Chris Brogan had mentioned a @Rich_at_Dell (aka Richard Bernier). Richard is responsible for DELL Communities & Conversations and I thought it was time I sent him a message seeking a solution to my laptop’s problem.

In all seriousness, depending on how the interaction went (with whomever I dealt with), would determine whether I ever purchased anything from this company again.

Well, I “tweeted” to Richard and got a response almost immediately. Eventually we just ‘followed’ each other and a volley of DM’s ensued.

I won’t bore you with the details, but after a few weeks of going back and forth Richard has put a new hard drive in the mail to me at no cost. The whole process would have gone quicker but because it’s our busy season I was a bit slow responding to his emails on occasion.

Needless to say, and this is the important part; there were NO hassles in dealing with him. It was very straightforward. My laptop has (soon to be had) a serious problem and he provided a solution.

Richard provided, what’s that word again, oh yeah, CUSTOMER SERVICE.

If for some reason Richard’s boss reads this post, I would like her (or him) to know that his customer service, via social media and in this case Twitter, is absolutely a measurable metric.

Had he been anything less than stellar, DELL would have lost a customer. Perhaps not a huge or important one, but a customer just the same.

However, even though my hard drive is on the brink, because of Richard’s actions my trust and hard earned dollars have been regained. And I don’t think you can ask for anything more than that.

Thank you, Richard (@Rich_at_Dell)

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Do you hope to become a published author and write a great novel? That’s terrific! But what about the rest of us?

I am not a writer. Do not consider myself a writer. And have no desire to write a book or have a literary agent.

However, I do get tremendous satisfaction from helping people, networking and exchanging ideas. Also, I am a strong proponent of small business DIY social media marketing.

Unfortunately, since I live on an island, the best way for me to communicate and try to help other business owners out there is to self publish my thoughts.

If YOU do not consider yourself a writer and have been holding back from blogging or some other form of written expression, then fear not! I am going to try and assist you.

There are many blogs (and books) that I read and think –

“Damn I wish I could write like that”

But I am very comfortable admitting that I am not them and probably will never possess their overall skill and grace when it comes to crafting a handsomely delicious blog post or story.

However, if you are like me, you should not be dismayed. Even as a self confirmed non-writer I have been able to get guest posts published on some of the top blogs on the Internet. For example see my posts on:

Zen Habits - Six Life Lessons Learned from Triathlon Training

Problogger - Launching Your Next Venture Using Social Media

Chris Brogan - How to Overcome Wallflower Syndrome

Successful Blog (Liz Strauss) – You Have the Power to Change the World

The above is by NO MEANS meant to come off as bragging or gloating but it is intended to hopefully give YOU confidence, especially, if you own a business and would like to start blogging as part of an overall social media campaign. Certainly, if I can do it, you can too!

How have I done it?

To be honest, I have never really thought about my “non-writing” formula until recently when I woke up at two in the morning and could not get back to sleep. With miscellaneous thoughts and ideas flowing through my mind at that strange hour, it was then that I realized I do indeed have a writing system and general flow that I follow. And I thought, perhaps others who struggle with writing (like me) would find my methodology useful.

Eight Step Non-Writer’s Guide to Writing

1. Write your titles first – I realize that this advice might sound counterintuitive, but I always start with a title and work my blog post out from it. If you are a small business owner looking to blog for the first time, it’s a great way to get started. Heck, I can even come up with a title that sounds good for scrubbing toilets – “How to Influence Customers and Win at Toilet Scrubbing.” Or, if you would like some more general ideas, have a look at 31 Blog Post Ideas for Small Businesses.
2. Get started – I know, I have stared at the blank computer screen for hours waiting and hoping for someone to just magically show up and start writing for me. When that didn’t occur I realized that I had to START, and at the very least, get my ideas down on paper.
3. List out bullet points – if you are having difficulty getting started, listing bullet points of what you want to say can be tremendously helpful. These items that you list can be structured into formal paragraphs after you get your ideas “out.” For example, if you are struggling with you websites ‘About’ page (remember DIY media creation) then list out everything that is unique about you or your business and create your sentences and paragraphs from the “idea inventory” you have created.
4. Write in a “human” voice – when I draft blog posts or even emails, I always try to imagine that I am having a conversation with someone and that I am trying to explain a concept or task in as “stripped down” a language as possible. (READ: I am not really trying to impress anyone, so I leave the fancy big words for the real writers.)
5. Be useful – if you are going to put in the hard work and hours (yes, for me it’s hours!) that it takes to write something well, then try to at least make it on a subject matter that is first and foremost, important to YOU, and also essential to others who happen to be in your business or niche. Remember, you have knowledge and people all over the world are using the Internet to learn…what can you teach them?
6. Keep it simple – the most popular post on my old site MyTropicalEscape was without question a missive titled “39 Things I Have Learned As I Prepare to Turn 40.” Strangely enough, I drafted that post in about twenty minutes (much less time than normal) and I think it succeeded precisely because it was simple. I am constantly trying to remove words and keep my drafts as straightforward and uncomplicated as possible.
7. Proofread – most of us hate it, I’ve been skewered before in the comment section for not doing it, and sometimes it feels like it would be easier to schedule a root canal than to have to undertake this mundane task. But we can’t escape it!
8. Presentation/newspaper test – if you remember one thing from this post, I think this might be the most helpful tip. With everything that I write I try to imagine that I am going to be giving a presentation on the subject. If what I’ve written, after going through all of the steps above, is clear and easy to understand then I will publish the post or web page (whatever I happen to be working on). Also, I am not sure who said this, but I NEVER publish or email anything that I would not want to find has mysteriously been plastered on the front page of the New York Times and read by millions of people.

Well, that’s it. That is my non-writer’s writing guide. Please, if you struggle with writing, or even if you consider yourself a writer, let us know your tips, tricks, and goals in the comments.

(I typically post about once a week and seriously want to help businesses with getting a grasp on social media and blogging. If the subject interests you then sign up for the RSS feed or follow me on Twitter @mark_hayward.)

image source: Cyber Integra

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