The Reason Why Your Social Media Sales Pitch Never Had a Chance

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A lot of us digital marketers use social media as a means to market, generate leads, network, advertise, etc. I lump myself into this because although digital marketing services are not what I am selling, I use digital marketing as a way to grow my business. Everyone has a different strategy for how they approach these channels and what they use them for. For me, Twitter is my online version of attending a networking event or group. It is my professional water cooler break and happy hour. It is where I go to rub shoulders with other business professionals within my industry and outside of it. Recently, I have been noticing more and more overly aggressive or too eager salesmen types at the water cooler.

You know the type, in real life they come across as pushy, pseudo genuine and somewhat too invasive. You can feel the sales pitch in every carefully crafted phrase and question. I often find myself thinking, “You’re not really interested in what I am saying. You are just looking for the golden nugget you can spin into your sales pitch.” Well, they exist in the digital realm too. They are lurking around the water cooler and hanging out at happy hour behind their keyboards. Now don’t get me wrong, I have nothing against salespeople in general, but I do against those that make me feel like I am being sold to.

If You Are An Online Salesman, Do NOT Do The Following:

Do not use a “canned” direct message/private message like, “It’s great to connect with you here – do you use social media for business or pleasure?”Your mentor, social media guru that you follow, etc may have told you this was a great way to get the conversation started and that you could also automate a task to send this response, but it sucks. Why does it suck? Because a quick glance through the person’s timeline/posts and a read through their bio would give you this answer. It is a task that would take about 5 to 10 minutes and is a red flag to me that you are not really interested in having a conversation with me. I’m just a “potential” buyer that you do not care enough about to answer your own question before approaching me. Also, if the person you are asking is following more than a few hundred people and has a similar number or higher of followers, they have probably already received that same exact message verbatim before.

Do not ask personal or invasive questions in a public setting. If their answer might not be something they would want to shout across a crowded room, do not ask it in a crowd. Take the conversation private and use direct messaging (Twitter) or some other private messaging channel. If that line of questioning is what you typically start with straight out of the gate, stop. You are a stranger; a stranger behind an avatar with a keyboard. It’s creepy; like pedophile in a van hanging out at a playground creepy. Talk to them first, without an obvious angle or spin involved. Make them feel comfortable with you. It’s kind of like being on a first date. It may take a little more work and effort, but it’s more likely to turn into an actual lead, sale or referral. That’s much better than a “block.”

If you want to appear genuine, do not ask questions that can be answered in their bio. It will be obvious that you did not read it. For instance, do not ask someone what their occupation is if that is the first thing they disclose in their bio. If they list a website, visit it. Find out a little background information about them so that you can intelligently engage with them. They will respect that you took the time to do so and will be more open and willing to listen to what you really want to tell them. This will also keep you from trying to pitch someone that would be an utter waste of your time because a) they have no use for your product/service or b) are selling what you are selling. Time is money; why waste it?

I admire and respect those that can sell something to me before I realize that is what is happening. I also respect those that have enough respect to make me feel like they are being genuine with their words. The key word today is “relationship.” It is important to try to build a relationship, even if it is short, with someone. Online we are avatars, logos and profile pictures attached to a keyboard. To be successful marketing and selling online, you have to humanize it. Engage. Build a relationship. Do the very basics of research…like reading a person’s short profile/bio. If you cannot do that, you should not be selling online…or do not expect a lot of success.

Have you received that same exact “canned” message as a lead-in to a sales pitch before? How did it make you feel?

 

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6 Unconventional Ways to Save Money as a Freelancer/Sole Proprietor

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If you are a freelancer or a sole proprietor like me, you are always looking for ways to save money and cut costs.  Most people tend to look for ways to shave business expenses to reduce overhead.  I take things a step further and try to reduce my living expenses as well.  My thought process is that if I need less to live on, I can free up more money to invest into my business or reduce the amount of panic that sets in during “lean” months.  As a creative, I find it fun to see how I can apply my creativity to save money.

Cable Television – “Cut the Cord”

Before I decided to freelance full-time, I kept all of my receipts in a shoebox for a month.  At the end of the month, I went through it to see where my money had really gone.  One of my biggest bills, next to my rent and car note (at the time), was the cable bill.  I’m not going to say how much it was, but I was spending way too much money to primarily watch networks that are free over the air (NBC, ABC, CBS, etc.).  There were a few shows that I liked that were cable only channels, but the bulk of my TV watching was spent on “free” channels.  So that is the first bill I cut.  I let go of my cable TV subscription and bought a set-top device, a Roku.

There are several set-top devices on the market that use apps to stream content to your TV.  Amazon just recently released one, the Fire TV here.  Apple makes an Apple TV and Google has the Chromecast that you can plug into your TV.  I have been rocking with a Roku, two actually, for years now and I love it.  I have a subscription to Netflix, which I use to binge watch “older” seasons of shows, documentaries and movies.  I also have a HuluPlus subscription that I use kind of like a DVR to watch shows that come on after my bedtime (ahem, Scandal) at my leisure.

Recently, I started having problems receiving my over the air channels; but never fear, Aereo is here!  Aereo is not available in all TV markets yet and they are currently in a court battle with the cable networks.  However, it has been a great way for me to watch the free over the air channels that my antenna is unable to pick up through my Roku.  I pay for these three subscriptions, but the three of them together come out to less than $25 a month.  That is much, much lower than what I was paying the cable company for channels/content I was barely watching.

Set-top devices are not just limited to those Apps; there is a plethora of apps and content that you can stream.  The biggest hurdle for me was learning to be ok living without “The Housewives of…”

Telephone – “Death to the Landline”

I have not had a landline since I was in college, more than a decade ago.  When I was in undergrad, I had a cell phone with an unlimited in-coming calls and unlimited text messaging plan.  I cut off my landline and would call people, ask them to call me back, and hang up.  That was the beginning of the end of landlines for me.  I currently have a smartphone with an unlimited mobile-to-mobile calls and unlimited text messaging plan.  I actually do not talk on the phone very much and I am usually on a wifi network when I am checking email, browsing the internet or doing anything else that requires a data plan.  Because of this, I have the smallest data plan and minute plan available.  Since I do not talk on the phone very much, I have a TON of roll over minutes if I ever needed to use them.

I’ve had my phone for a few years now and I am no longer under a contract.  I am looking at purchasing a new or used smartphone outright and taking it to another carrier with a no-contract, flat rate plan.  From what I have seen in my area, most of the no-contract, flat rate carriers are piggy backing off of the major carrier’s cell phone towers and the coverage is the same, but cheaper.  Purchasing a smartphone outright will be a bit expensive, but an investment that will allow me the flexibility to not be tied down to a carrier for years and save money in the long run.

Grocery Shopping – “Off the Beaten Path”

During the time that I was looking to slim down my living expenses, I decided I also needed to slim down something else – myself.  Going through my receipts made me realize that I spent entirely too much money eating out and it was showing on my height challenged frame.  I decided that I needed to start eating at home and eating better as well.  However, eating healthy is expensive, right?

While I cannot say that it is cheaper to eat healthy at home vs. eating fast food, I can say that I have found ways to cut down on that cost.  The first is in the way that you eat.  I primarily eat “seasonally,” meaning I eat what is in season at the time.  The reason for this is that it’s cheaper.  Seasonal produce is cheaper when it is in season for your area because the store does not have extra expenses to import the item in.  Creativity comes into play for me to find different ways to fix that produce so that it does not feel like I am eating the same thing over and over.

Another cost saver for me is meat.  I do not eat a lot of it.  It’s cheaper not to do so.  I do eat it occasionally, but it is not an item that appears often on my weekly grocery-shopping list.  I also shop off of the beaten path.  I tend to stay away from the larger grocery store chains and shop at local farmer’s markets or in “ethnic” or international stores.  I find the produce to be cheaper there and the meat as well.  I can also find good prices on healthier oils like olive, grapeseed or coconut oil; and on grains and legumes.

Gym Memberships – “The World is my Playground”

I have had gym memberships that I sometimes used or didn’t use over the past decade.  When I decided to make a lifestyle change to get healthier, I renewed my membership and worked with a trainer for a while.  When I decided to freelance full-time, that was an expense that I decided to cut and I took up running.  Thanks to my handy-dandy smartphone, I can track my time, distance, and listen to music as I run.  I also use abandoned parking lots, playgrounds and school campuses to run stairs, jump rope and perform exercises using my body weight.  The world has become my playground and I have fun surveying the landscape to see what I can come up with for a workout.

I get crazy looks sometimes and I almost jump into traffic every time someone honks a “greeting” as they drive by, but it’s all free and you cannot beat free.  When it is too cold or wet outside for me to get a workout in, I turn to my Roku and HuluPlus or Amazon Prime.  Yoga, Aerobics, Dance, Jillian Michaels; they are all on there for the choosing and right in my living room.

Shopping – “The Online Frugalista”

I consider myself to be a “frugalista” and I like to find the best deal for the things I need to buy.  I find that the best deal is often online.  It took me a little while to get used to buying something and not having it right now in this moment to use.  However, getting a deal and saving some money makes up for that.  If you need it, there is probably someone online selling it.  They’re probably also on Amazon or eBay.

I tend to buy more things from Amazon because I am a Prime member,which gives me free 2-day shipping and access to their Prime streaming library, which has an app on my Roku.  Bonus!  The prime membership recently went up from $79 per year to $99, but they have also added a few perks to the membership with a streaming, ad-free music service.  The first year I had the Prime membership, I did an evaluation to see if I was really saving money, and I was.  I’ve also found items that I am not able to find “on the ground” in a brick and mortar store on Amazon, at a low price, and with my free 2-day shipping.  Since I am into healthy living, I can make cheaper purchases than I could at a store dubbed as “Whole Paycheck,” or Whole Foods.

Wardrobe – “Let’s Get Thrifty”

2014-06-05 21.15.02I used to be a lot bigger than I am now and the healthy lifestyle I currently live has the side effect of weight loss.  Needless to say, over the past several years, I have needed to buy a whole new wardrobe at various stages of that weight loss.  Enter the thrift store…and a sewing machine.  I am not a seamstress, but I am short, like every pair of pants that I have ever bought in my entire life need to be hemmed, short.  “Petites” or pants made for short people, are too short on me, go figure.  So I have to buy regular length pants and get them hemmed.

That is initially what I bought the sewing machine for, to hem my pants.  At $8-$10 a pair it was getting quite expensive when you need to replace your entire wardrobe.  Once I started buying my clothes from the thrift store, hemming a pair of pants cost more than the pants themselves!  Shopping at the thrift store is a bit of a process and not as easy as shopping in a regular retail store.  It requires a bit of patience to pick through racks of clothes to find that one nugget of gold.  That is, if you do not want to look like you shopped at the thrift store.  My patience is rewarded when someone pays me a compliment on my outfit and I know the entire getup probably only cost me $5-10.  Talk about a “Look for Less!”

I’ve been doing the majority of these things for almost 4 years and an unexpected result in addition to the money savings, is that I feel happier and not deprived.  I actually feel that I have become less materialistic and have a greater appreciation for the little things in life that I may have taken for granted previously.  While I may not have seen the latest movie or the season finale of a popular show when it happened, I do not fret.  As hokey as it sounds, while that was happening, I turned a pair of shorts into a skirt!  Cha-ching!

Do you have some tips or ways to save money as a freelancer/sole proprietor that you would like to share?

 

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What is a Serial Entrepreneur and is it a Good Thing?

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Last week I wrote about social media bios and how it is a chance to shine, brag and sell yourself.  Well, today I want to talk about a term/phrase that I have seen in many bios across social media networks, “serial entrepreneur.”  Every time I see the term, I wonder what does that really mean and is it a good thing.  Does this person habitually start random businesses?  What kind of businesses?  Are they successful?  Why do you need to create so many?  It seemed a bit obsessive compulsive to me and like the mark of a serial failure; that is, until I looked the term up.

It turns out that a serial entrepreneur is a person that successfully comes up with new ideas for a business; starts them; and once they have met some measure of success, sells them and repeats the process.  Basically it is the complete opposite of a serial failure.  It reminds me a bit of house flippers.  People that buy houses, rehab/remodel them and sell them again at a profit.  When I think of it in this way, the term makes more sense and seems more like a positive.  However, I do wonder just how many of those bios hold truth in the self-applied term, “serial entrepreneur.”  How many of them were actually successful?

Although I can see how the term can be a positive one, I do wonder about possible negative connotations.  For instance, “serial” implies many and I have to wonder what fate befell the consumers of the businesses, after they were sold or the person moved on to their next venture.  Are they still involved and if so, in what way?  The entrepreneur may have the Midas touch when it comes to starting businesses, but it may turn to crap for consumers in the long term.  I have experienced a change in performance and/or customer service in a negative way when a small entity is bought by a larger entity.  I have also experienced the reverse, in which things improved and they became a better company overall.  Is there a vetting process that a serial entrepreneur goes through when selling their business; or do most sell to the highest bidder?

Are you a serial entrepreneur?  Tell me your experience!

 

 

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“Reasonable” Usually Means “Unreasonable”

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This is a bit of a vent…

rea•son•able  adjective \ˈrēz-nə-bəl, ˈrē-zən-ə-bəl\ a :  being in accordance with reason <a reasonable theory>

b :  not extreme or excessive <reasonable requests>

c :  moderate, fair <a reasonable chance> <a reasonable price>

d :  inexpensive

According to Merriam-Webster, that is the definition of reasonable.  However, in the business world it seems to meet this definition:

un•rea•son•able adjective \-ˈrēz-nə-bəl, -ˈrē-zən-ə-bəl\

: not fair, sensible, or appropriate : not reasonable

a :  not governed by or acting according to reason<unreasonable people>

b :  not conformable to reason :  absurd <unreasonable beliefs>

:  exceeding the bounds of reason or moderation <working under unreasonable pressure>

For example, when someone says that they are looking for ABC service at a reasonable price, it usually means at an absurdly low price or free.  I understand that a reasonable price is relative to what that person perceives the cost should be, but it seems that most people that use the word “reasonable” perceive the cost to be well below industry standards.  In my personal experience, it seems to be the perceived cost is low because a) the person does not see the value in the service to begin with; or b) they do not understand the amount of effort, time and energy that may be put into such a project to achieve their desired result.  Either way, when someone uses the word reasonable when inquiring about my services, a red flag is waved.  More than likely, they have received other quotes and did not like the pricing or did not feel them to be reasonable.

Time constraints seem to be another area I often hear the word reasonable used.  For example, someone needs a project/service completed in a reasonable amount of time.  Usually this tends to mean an unreasonably short amount of time.  Sometimes the offender is the service provider with an unreasonably long amount of time to complete the project.  Again, I understand that perception may play a large role in what someone deems to be reasonable or unreasonable, but I have to believe that deep down they know it may be a bit absurd.

Have you had a similar experience with the use of the word “reasonable?”

 

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Why You Should Not Design Your Logo in Photoshop

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Spoiler Alert:  Adobe Photoshop is not the end all, be all of design.  It is not the only design software on the planet and as a designer; I am telling you that any designer worth their salt does not only use Photoshop.  Each of the different software programs that Adobe makes is a “tool” used in the creation and design of print graphics, digital design graphics, motion graphics, etc.  Depending on what I am designing, I may use three different programs in conjunction with each other to make the final product.  Each one has specific strengths and specific weaknesses that make it a good candidate for certain types of design and functions.

Photoshop is not a good candidate for creating a logo.  If you are a new start-up, entrepreneur, small business owner, etc and you want to create your logo yourself, do not use Photoshop.  You will be doing yourself a disservice.  I am a strong advocate for having a logo professionally developed and designed, not just because I am a designer, but also because I see it as an investment for your business.  I feel that it hurts a business more than it helps, to try to create one on their own.  I understand that in the short term, it is a cost savings option, but in the long term, it can hurt your brand and end up costing you further down the line.

If you must create it yourself, use a vector based design program like Adobe Illustrator.  Do not use Adobe Photoshop, MS Paint, MS PowerPoint, MS Publisher or MS Word.  You are probably thinking that you will design something quick to use in the short term and then later down the line, when you have more money, you will hire someone to “clean it up.”  You probably also think that it will not cost too much money or will be a simple job to “clean up” your design.  If the logo you are furnishing to the designer for clean up, is not a vector graphic; they will have to redraw/recreate your logo first, before they can do anything to modify it.  Opening a jpeg, gif or bitmap file in a vector program and saving it as an .eps file will not make it a vector graphic.  You have the right file type, but the image, is still an image.

Image files are raster-based files that are made up of pixels.  Pixels are tiny squares that make up the image you see on screen.  Certain image file types are even designed to “knock out” some of these pixels to make the file size smaller and render a visual faster (low resolution vs. high resolution).  Photoshop is a raster program whose strength is image manipulation and screen ready graphics.  It has a few other strengths, but image manipulation is a large one.  It’s where the term “Photoshopped” comes from as it pertains to magazine covers, duped images, etc.  Your source logo file should not be an image or image file.

Vector graphics are made up of lines and points.  Those lines and points create shapes with fills.  Think along the lines of geometry.  Even the fonts are turned into shapes with lines and fills for each letter in the final file output for a logo.  With a vector graphic, you can scale it as large or as small as you want without suffering any quality loss.  You cannot do that with a raster image.  With a vector graphic, you can output as a raster image.  If you try to use Photoshop to create a vector version of a raster image, it will look like crap.  Trust me.  You can easily change the colors of an element within your logo graphic with a vector graphic.  You may need to do some bootlegging to do the same thing in Photoshop with a raster image.

You may also run into problems later down the line when using vendors to create packaging, embroidered items, etc. because they will not accept anything other than a vector file for your logo.

In the end, you will probably spend more money later to “fix things” than you would upfront to have it created.  I often feel that it would be of more value to spend the money to have a logo created to be a good fit for the brand, it’s industry and it’s demographic/target audience; than to fix something that the owner previously created when they first started out.  They end up spending almost as much money for me to recreate and then fix, refine and clean up.  So if you must create a logo yourself, you can save a little money later, if you do not use Photoshop.  Use a vector program instead like Adobe Illustrator, to create the first iteration of your logo.