Recipe for Success? Just Add Water … January 4, 2011

Last night my significant other made one of those statements that made me sort of stare in open-mouthed disbelief. We were having a dinner with a friend, and I was relating my recent success in picking up a couple of additional clients in the last week. The “S.O.” then made the statement, “It’s really pretty amazing considering you’re not really trying to attract new business.”

What? “Well, how many sales calls have you made in a month?” he queried.

Well, I suppose it’s a good point. If I were him watching me go about my business, I’d be a little incredulous at the pipeline of clients as well.  The key to my “success” (which is defined by paying the mortgage and keeping all the financial plates up on sticks) is a fairly outgoing personality, connecting with people, and never, ever thinking that any one person is more “important” to me than another. I’m just as likely to chat up the receptionist, coat clerk and the waiter as I am a company president. In previous positions, whether working with PR clients or interviewing sources for an article as a reporter, I always tried to make a personal connection. Everyone, whether an internationally acclaimed designer or the guy who runs the hotdog cart, appreciates feeling as if you genuinely care about them and their business.

I have been shocked by people who will walk away from a conversation and smirk something along the lines of, “Loser, they don’t have any money to spend with me. I’m not going to waste my time on that.” I can safely say if I’d had that attitude, I might just be working as a greeter at the local Wal-Mart … if I was lucky. Mutual respect, karma, call it whatever you want. It makes a difference. But it doesn’t work alone. In other words, I can’t just sit in my home office thinking good thoughts and being nice to people.

So, I employ a number of networking vehicles to let folks know that I’m out there and available for work. I joined the Carmel Chamber of Commerce which I have always found to be a great source of professional relationships.  Shortly after launching “Pickett&Associates,” I ramped up my social media efforts, letting all those LinkedIn contacts and Facebook friends know my situation. I went through the old “Rolodex” of business cards and sent emails to people I thought might either need my services or know someone who did. I established professional alliances (like WhiteHot Marketing!) with those folks on whom I knew I could depend for expertise and a helping hand. I had several meetings over a cup of coffee just exchanging ideas and gathering information.

I began the effort to establish myself as an expert. I launched this blog, and push it out to my social network contacts; I tweet daily (sometimes more) about some industry trend or report. I comment on other expert’s posts, creating conversations with some of the profession’s most innovative thought leaders.

And I believe, “Success breeds success.” So, when I gain a new client or a client has a success — a media “hit,” a stellar sale, an event — I “talk about it” via Facebook and LinkedIn. That lets folks know that I’m working with other entrepreneurs and doing some good work.

So, I spend about an hour a day making “sales calls” … Through social media, through professional networking, through just the people I meet in my community. Like the really sweet business owner I met while purchasing the significant other’s Christmas present. I have a meeting with her later this week to see if I can help “get her business out there.” Stay tuned!

A Thankful Sound of the Sunshine October 5, 2010

You may have noticed my absence … or not. Since my blog post last Wednesday I was swept up in a flurry of activity that continues, but I wanted to take just a moment out to say, “thank you.”

Because that flurry of activity is the result of a lot of friends who have asked me to do some work for them or recommended me to someone else. And for that, I am SO grateful.

It’s been just three months since I found myself “self employed” … which is a nice way of saying “unemployed.” I just went back and re-read some of those first blog entries that now, in retrospect, seem a little “shell-shocked.” No doubt, I was shaken by a situation that was not in my control, but I was determined to make the best of it. I really didn’t have much choice … and thus, Pickett&Associates came to be.

Last week I wrote my 50th blog entry, accumulated just shy of 2,000 views and signed my 10th client. And what I wrote in one of my earlier blog posts, “Renewing the Faith,” still stands: You just need a little crisis in your life to put things into perspective; that perspective allows one to see how those relationships built with mutual trust and respect work.

I’m beginning to see little successes for my clients. Attracting more web leads, generating more business, retaining and recruiting employees … a few media hits coming down the pike that are very exciting and will serve to generate even more business. Most exciting, I’m learning so much from my peers. For those in marketing, there is a wonderful “sharing” spirit that is very encouraging.

Earlier in summer, I identified a “theme song.” Well, every summer has to have one, and this one was no different. The words — “they can take away my job, but not my friends, you see” — seemed right on. So, enjoy a little last vestige of summer with Michael Franti and The Sound of Sunshine. And, like those Bartles and James guys, “Thanks for Your Support!”

Just Say NO to Costly Mistakes! September 15, 2010

I’m about to make a statement that you wouldn’t expect from someone providing communications services to organizations. Ready? Here we go: It’s never been more affordable to start your own business and still be extremely competitive.

I’ve sadly been reminded of this as I meet with local entrepreneurs who have sunk thousands of dollars and countless hours of time into websites, advertising, direct mail and branding that has done little for their business other than give their check writers something to do.

This was well illustrated in yesterday’s Daily Worth eNewsletter. It’s my daily reminder of financial prudence and a savvy savings … admittedly, wish I’d had this about 25 years ago, BUT better late than never. A post by Heather Allard titled, “Start Your Business for $500” that originally appeared on The Mogul Mom ran through a scenario that sounded familiar:

In 2004, I started 2 Virtues Inc. to bring my inventions, Swaddleaze and Blankeaze to market. I spent money like a rock star. Out of the gate, I spent:

• $15,000 on a website with a custom shopping cart that didn’t work
• $2,000 for a logo that looked more like a Kama Sutra position than a symbol of safe sleepwear for infants.
• $1,300 on stationery and business cards
• $2,000 on a merchant account setup and monthly fees
• $1,000 on PR leads from ProfNet
• $12,000 on a publicist
• $17,000 on advertising in Pregnancy Magazine
• $4,000 on Google AdWords

$54, 300 … and that didn’t even include product manufacturing.  Who did I think I was? Kimora Lee Simmons

And then she goes on to detail how the tide has turned for the entrepreneur with her “5 Things She Would Do Differently” list (click the link for the specifics – GREAT ideas and what we’re recommending here at Pickett & Associates!).

I can’t agree more. Does a “do it yourself” approach to entrepreneurism take money AWAY from Pickett and Associates? No, if anything, my clients know I’m going to steer them in this direction; and, if they’re not comfortable in the role of a “do it yourselfer,” I can do it for them (using the same cost efficient platforms and  charging a reasonable hourly rate) as well as connecting them with like-minded, competent, professional LOCAL vendors who can and will be accountable for their work.

Whirlwind Wednesday on tap … I’m heading to the (beautiful) coffee area of the Carmel Library to meet with a potential client this morning (by the way NOT the library discussed in last week’s blog!), then a Woman Business Enterprise (WBE) workshop this afternoon with collaborative partner, White-Hot Marketing. A sunny day, a happy tune, a positive attitude … who could ask for anything more?

It’s a Gift to be Simple August 5, 2010

In the steamy swelter of this summer, I have often thought about the days of my youth when we didn’t have air conditioning. It didn’t really seem like a horrible thing (and we couldn’t complain to our friends via Facebook anyway); even the hottest days were managed with big fans. My dad, the ever clever “MacGiver,” fashioned “air conditioning” by placing a big block of ice right in front of the fan, cooling the hot air that blew through  the little galley kitchen. We grilled out – not because we were inspired by the most recent Bobby Flay show in Food Network, but because my parents didn’t want to heat up the kitchen. We would stay outside on the back patio, visiting with neighbors (uninterrupted by Blackberries and having no “app” for any point of contention); talking by the light of the metal “tiki torches” until I drifted off to sleep, only to awake in my bed the next morning. And yes, my mother did put my leotards and tights IN THE FREEZER so my summer dance classes would at least BEGIN in a cool manner as the then-downtown Jordan College of Music dance studios didn’t have air conditioning either.

It was a special time. In my mind, it sort of runs like an episode of the Wonder Years.  But it makes me ponder, what would happen today if an entire community reverted back to a life without all the conveniences.

Well, our Amish friends to the north exemplify what can happen.

I came across an article I “bookmarked” in May called “Why Amish Businesses Don’t Fail.”  It recounts Erik Wesner’s new book, Success Made Simple: An Inside Look at Why Amish Businesses Thrive. The article reveals some really surprising statistics including the fact that 95 percent of Amish businesses succeed – in contrast to the 50 percent success rate of small businesses in America. And, just a note: This success rate is for the most part without cell phones or websites.

Some lessons leaders of organizations and entrepreneurs might take to heart:

1. Hard work and cooperation – These factors create REAL relationships and a sense of commitment and loyalty that are rarely broken.
2. Stick to what you know – The Amish know the value of their “brand.”
3. Credit business success to those around you – A sense of humility goes a long way.
4. Recognize the balance between work life and your moral compass – While a majority of Americans don’t see technology in the same “taboo” light as the Amish, there’s a whole lot to be gained in terms of “quality family time” if you are not checking your smart phone every 15 minutes.

My dream of the “sustainable farm” with chickens and goats and a year-round garden is looking pretty good; until now, I never thought about creating a business model  around it … May be something to think about.

Have you taken steps to simplify your life? How did you do it?

Reflecting the One-Month Benchmark August 3, 2010

One month ago I was unceremoniously relieved of the duties of my full-time job. With 56 HOURS of Paid-Time-Off as a “severance,” I was sent out the door like Cindy-Lu Who after she’d helped the Grinch shove the tree up the chimney. It’s  hard to have a positive outlook in such a situation. But it seemed like the prudent thing to do was take charge of my destiny and not dwell on the angst. In the 30 days since:

• I decided to set out on  my own and launch a communications firm;
• Came up with a name that was neither too cute or too boring: Pickett&Associates;
• Determined Pickett&Associates would focus on Strategic Public Relations including social and traditional media management as well as editorial services;
• Created this blog site as well as Facebook business page (have you “liked” Pickett&Associates yet or shared posts with YOUR friends?);
• Dove right into social media marketing, including ramping up my presence on twitter (are you following me? Retweeted?);
• Oversaw development of my “logo” and brand style;
• Published more than 20 blog entries and had nearly 800 views;
• Retained my first client;
• Received my first check for work done;
• Taken about 15 one-on-one meetings to discuss potential work;
• Created and submitted five formal proposals;
• And today, taaadaaaah! I’m pleased to unveil the Pickett&Associates logo!

On a personal note, my youngest daughter (Kat Pickett Wedmore for those who follow the local “Indy-pendent “art scene)  provided the design.

That is a whole lot going on in one month … for the FIRST month, anyway. I’m fairly pleased with my progress, though admittedly I worry about getting the cashflow to a sustainable level quickly. But I don’t have much time to worry … It seems as if there is always something looming, whether it’s promoting Pickett&Associates, writing a proposal or actually performing client work.

Nonetheless, I couldn’t have done it without the moral support, great ideas and generosity of family and friends … and those “retweets” and “likes!” To you, especially, a round of sincere thank you’s.

I am anxiously anticipating the NEXT 30 days on this Tuesday as I head into downtown Indy for a lunch with an old friend and an important introduction. In the words of Winnie the Pooh, “Have an unbothersome day.”

Elevator (or Dumbwaiter) Pitch Can Define Success August 2, 2010

To mix some metaphors, into everyone’s life a little defining moment must fall.

After five decades, I have had my share … but I was reminded of one today as I read the “HP Small Nation” LinkedIn post from Rieva Lesonsky that detailed effective elevator pitches as an important sales and branding tool.  It’s something I (wrongly assumed) every entrepreneur knew; it seemed like “small business 101” kind of stuff.

So, the epiphany came when I was in a business development meeting a while back with a business owner who was directly asked by a prospective client, “What sets your business apart … makes it unique?” In my head, I heard, “Cue music, elevator pitch … go!”

Instead, what I heard was a lengthy pause, a bit of a stammer and a “well, it really depends,” followed by a string of ill-put-together words that really made no sense. The epiphany? Business development without a solid elevator speech is well illustrated with the phrase “cart before the horse.” At that moment I realized that this particular business was going to have immeasurable trouble signing and retaining new business. Entrepreneurs, particularly in the service business industry, must remember that they can’t possibly help someone else’s business if they don’t have a clear vision of their own.

Meanwhile, the Harvard Business Review blog suggests in this fast-paced communications environment, elevator pitch may well be passé; perhaps what is needed is the “dumbwaiter pitch.” HBR blogger Umair Haque suggests boiling it down to ONE word. The goal, he writes, is to strip an organization right down to its bones and see how compelling it really is. I particularly find this statement extremely profound: In simplicity lie the seeds of explosively powerful propositions; in complexity, only confusion, incoherence and uncompetitiveness.

Try it! Share with me and fellow Pickettwrites blog readers YOUR “dumbwaiter pitch!” We can’t wait to hear!

p.s. If you are actually looking for a REAL dumbwaiter (or if you really weren’t sure what a dumbwaiter WAS), check out panhandleelevators.com/dumbwaiters/.

Marketing Success Requires Meeting Customer Expectations July 29, 2010

I don’t profess to be a marketing expert. You may notice that I do not tout myself as a “PR and marketing” firm. That’s on purpose. I have chosen to focus on public relations, spending a good deal of this year entrenched in deepening the knowledge I have gained through my professional experiences; I recently passed the APR (Accredited in Public Relations) peer review panel and am approved to sit for the certification exam later next month. I am professionally and personally committed to the Code of Ethics as prescribed by the Public Relations Society of America.

That said, while not being a marketing expert, I am a consumer. And what I want to share with you today is my “Tale of Two Nail Salons.”

I had received a coupon earlier in the month for a nail salon a few miles to my north. I’m not a frequent subscriber to these services, and I confess to being a big believer in “do it yourself,” but doing my own pedicures has never been one of my strong suits. The coupon was from a salon that was not really in my neighborhood, but for a $29 manicure/pedicure, I could drive 15 minutes up the road.

I headed off the other day for a number of errands that would conclude at this particular salon. I had pictured it in a strip mall, but when I arrived at the approximate address I learned it was in an old house. I parked my car and walked across the street – the closer I got the more I made that “breathing air in between my teeth” sound of doubt. There were random toys scattered on the porch as well as a “mini-Weber” grill that looked like it had been doused with water the last time it was used. I scolded myself … what did I expect for $29? “Buck up and keep walking and don’t be so damned judgmental,” I told myself.

Opening the door, there was a strong odor of nail polish remover mixed with … I have no idea. It smelled like something was burning. I was instructed to choose my nail colors and have a seat. As I vied for the proper shades of pink – competing with a particularly annoying four-year-old boy – I noted a sign that read, “cash appreciated.” I asked if I should run across the street and get cash, but was told no, they took credit cards.

And then here’s the weird part. When I pulled the coupon out of my purse, the lady behind the desk said, “Oh, if you use coupon, you need cash.” What? I politely said, “No problem, I’ll just run across the street.”

Which I did. And I kept going. I got in my car, and I found another salon that had recently opened much closer to my house. They were offering a 15 percent grand opening discount which put me right back at the $30 price point. And they were really lovely people with a nice, clean salon … that did not smell.

Okay, so here’s the lessons learned.

If you are a business that is trying to bring in new customers, targeted coupons through the various neighborhood outlets (like ValPak, Reach, Great Deals, etc) are a good way to go. They provide businesses with a very trackable “return on investment.” A business owner knows how well it works simply by counting the number of coupon redemptions and ROI is easily calculated.

However, simply getting someone in the door doesn’t instantly ensure success. Consumers have expectations of cleanliness, customer service and acceptable quality of product that are essential to closing the sale. And, ideally, you want to retain that client – you want them to have an awesome FIRST experience so they come back again. That’s how to build a business.

So, before you invest marketing dollars in ANY type of advertising or even in a public relations program, make sure your product or service delivers on basic consumer expectations. As my experience proved, even when looking for a “discount,” there is a definite tipping point at which a consumer will bolt. And there’s another product or service provider right up the street who is happy to provide that consumer with the experience they desire.

As the clouds break this morning to cooler temperatures, a sad day is on tap. Funeral for a truly wonderful gentlemen who will be sorely missed by family and friends alike; know that many stories will be shared today about his acts of kindness and servitude. RIP Zig.

Harvest of the Idea Garden July 28, 2010

Goods from the Garden

This blog reminds me of harvesting my garden … a little of this and a little of that … I have found the most interesting bunch of snippets for a blog during the course of the last 24 hours, that I’m just going to throw them all in one and call it the “Wednesday basket of goodies.”

Quote of the day from the Governor of New Jersey to Matt Lauer on this morning’s Today Show: “An $11 billion deficit, and I have to worry about Snooki and The Situation. There’s only so much a man can take.” This in reference to the “reality show” Jersey Shore … The Garden State is NOT amused evidently. And the governor is perfectly okay to find some other way to encourage tourism.

From NPR yesterday, “A Novel Approach: Free Books for Donations“  provided a fascinating concept from Concord Press. They print books, give them away for “free” with one caveat, according to Stona Fitch, founder:  “We just ask people, one, make a voluntary donation to a charity or person in need; two, chart your donation on our website,” Fitch says. “And three, pass the book along to someone else so that this project keeps going.” In the last two years, Fitch says readers have donated more than $142,000 to charity. A FASCINATING thought and an “out of the box” approach to fundraising.

FedEx has reached out to the Gulf Coast in a unique way. They have enlisted a convoy of their temperature controlled trucks and dubbed them the “Gulf Coast Turtle Rescue Team.” It is a GREAT example of how being a good community citizen FIRST fans the positive word-of-mouth effects of social media SECOND that ends up in the TRADITIONAL MEDIA (NBC Nightly News) THIRD. In that order. FedEx didn’t do it to “get in the news” … they did it for all the right reasons. Check out the links — good stuff!!

For those who do “sneaky reconnaissance” via Facebook, you are still safe: A new “app” was all the rage yesterday touting “See Who Viewed Your Facebook Profile!” As I suspected, it’s been taken off the Facebook apps by this a.m. and warnings abound. Do NOT download this …

And finally, apologies for a broken link on Pickett&Associates yesterday (btw, thanks to all who have “liked” me )that lent a big icing salute to CUPCAKES. I LOVE cupcakes (who doesn’t?) like millions of other Americans. They are all the rage and even the subject of a reality show on TLC. This post from DailyWorth (an awesome eNews re: women’s financial health) had GREAT advice about launching one’s own business.

Cupcake Empire on Fire

Lines around the block! A new tell-all TV series! Is Snooki dumping her poof? Did Lindsay make parole? No, but Georgetown Cupcakes—the hot bake shop started by two sisters in Washington—just hit the big time with

“DC Cupcakes“, a six-part series on TLC this month.

DailyWorth asked entrepreneurs Sophie LaMontagne and Katherine Kallinis to share their thoughts on making sure your business has the right ingredients.

Flex your plans.
“Don’t start with some 30-page business plan—it’ll be extinct in the first year,” says Sophie. “Map out the critical stuff, like your financial model. But let accidents happen. We opened on Valentine’s Day 2008, with pink boxes. When we tried to switch to white boxes—which were a lot cheaper—our customers wanted the pink boxes back. So it became part of our signature.”

Start small, think big.
“We had a dream of opening a bake shop, but we started out with what we could afford, not this huge space,” says Katherine. “But we were also prepared to grow quickly, if we had to. I think you have to be conservative in your forecasting, but be able to scale up quickly and take advantage of momentum.”

Prepare to fail.
“We knew that half of all restaurants and food businesses fail in the first year. You have to ask yourself, Would you be OK starting over? You have to feel emotionally and financially secure with the level of risk you’re taking.”

Work it.
“Running your own business is 24-7, it’s nothing like the amount the work you do in a job. It’s always on your mind. Be prepared to work hard.”

Bottom line
“It’s worth it,” both sisters say. “If you have a dream of starting your own business, we say, Do it! You don’t want to spend your life wondering, What if…?”

Check out “DC Cupcakes” on TLC this Friday, July 30.

That’s all folks … stay shady today (in a “cool” way, not a “sinister” way!)

Entrepreneurial Inspiration July 19, 2010

Weekends provide a time to contemplate the future and review the past. Despite busy schedules with family and friends, it seems like my brain is more free to think “outside the box” about issues involving all aspects of my life. 

I let my mind wander back to the time when I first became infatuated with entrepreneurship. And I owe it all to a gal named  Jane.

Jane Applegate. Seriously, the most all-American name ever, right?  But Jane was a syndicated columnist that we ran in the Court & Commercial Record during my tenure as managing editor about 15 years ago. I would read the columns and be inspired by their stories and fascinated by their content. I related to Jane Applegate … she had been a reporter for a long while before penning a book and beginning to form a “brand.” Her columns and books were just a part of it; she was also an inspirational speaker and was retained for numerous corporate-sponsored speaking engagements. She had the gift for putting entrepreneurship into “sound bites” that were easy to digest but thought provoking.

I was able to interview Jane for the cover story for International Business Women’s Magazine. Never heard of it? Don’t feel bad – it lasted about three issues … tanking before my story could even run. Nonetheless, it afforded me the opportunity to chat with Jane and get to know her a little more.

So, this weekend, while mulling over my upcoming week of entrepreneurial fun, I felt the need for a little of Jane’s advice … and was pleased to find her still doling it out  at The Applegate Group.  She has forged a partnership with American Express and is a regular contributor to  their “OPEN Forum on Small Business.”  It’s a site that I would suggest for anyone thinking about or who has already launched a business.

Beyond the day-to-day worries of cash flow and business development, every entrepreneur needs a bit of inspiration. For me, it’s been reading (and writing) about other entrepreneurs and the trials and tribulations of “how they made it.” I’ll be sharing some of those stories in this blog along the way, so stay tuned.

Here’s to an inspirational week for all!