188 Business Tips (And 300 Questions) To Get Your Brain Juices Flowing

2 188 Business Tips (and 300 Questions) to Get Your Brain Juices Flowing
188 Business Tips (and 300 Questions) to Get Your Brain Juices Flowing 3
Table of Contents
Table of Contents ................................ ................................ ........................ 3
Introduction................................ ................................ ............................... 17
Nothing Attracts a Crowd Like a Crowd ................................ .............. 20
Capitalize on Your Mistakes ................................ ................................ ... 20
Don't Fight Web Conventions ................................ ............................... 21
Don't Innovate on Navigation................................ ................................ 22
Key Web Usability Question: What Do You Expect To Happen?: . 23
Limit Choices ................................ ................................ ............................ 23
Give Customers Control ................................ ................................ ......... 24
Leadership is Influence ................................ ................................ ............ 25
Avoid Jack Ass Management ................................ ................................ .. 26
Integrate Your Marketing Tools ................................ ............................. 27
Pick the Right Marketing Tools ................................ .............................. 27

Marketing is Communication ................................ ................................ .. 28
Timing................................ ................................ ................................ ......... 29
Fast Enough................................ ................................ ............................... 29
Don't Get Fooled Again ................................ ................................ .......... 30
Have a Meeting Agenda ................................ ................................ ........... 31
Logos are International ................................ ................................ ............ 32
Use a Logo ................................ ................................ ................................ . 33
Turn Your Blog into a Book ................................ ................................ ... 33
Write an Outline................................ ................................ ........................ 34
Write a Book ................................ ................................ .............................. 34
Design is More than Making Things Look Pretty................................ 35
Don't Put Welcome on Your Home Page ................................ ............ 35
Don't Put Home on Your Website's Home Page ................................ 36
Have a List of FAQ's................................ ................................ ................ 36
Squash the Rumor Mill................................ ................................ ............. 37

Promote Features and Benefits ................................ .............................. 38
Colors Matter ................................ ................................ ............................ 39
Play for the Name on the Front of Your Jersey ................................ .. 40
Play the Game, Not the Scoreboard ................................ ...................... 41
Have a Clear Job Description ................................ ................................ . 42
Catch People Doing Something Right ................................ .................. 42
Manage by Walking Around ................................ ................................ ... 43
Put Your Book in Other People's Bathrooms ................................ ..... 44
Put Books in Your Bathroom ................................ ................................ . 44
Take Celebrity Photos ................................ ................................ .............. 45
Get Naked ................................ ................................ ................................ . 46
Use a Feed Reader/Aggregator ................................ .............................. 46
Figure Out RSS Feeds ................................ ................................ .............. 48
The Enemy of the Best is the Good ................................ ...................... 48
Say No ................................ ................................ ................................ ........ 49

Take a Braincation ................................ ................................ .................... 50
Create a Flow Chart ................................ ................................ .................. 50
Buy Your Domain Name................................ ................................ ......... 51
Do a Beta Test................................ ................................ ........................... 52
Start a Fight ................................ ................................ ................................ 52
Compromise Sucks ................................ ................................ ................... 53
Embrace Conflict ................................ ................................ ...................... 54
Think About the Team ................................ ................................ ............ 55
Start a Video Channel................................ ................................ ............... 55
Get Permission ................................ ................................ .......................... 56
Don't Spam ................................ ................................ ................................ 57
Start a Newsletter ................................ ................................ ...................... 57
Create Your Own Online Social Network ................................ ............ 58
Join an Online Social Network ................................ ............................... 59
Measure ................................ ................................ ................................ ...... 60

Write an Article ................................ ................................ ......................... 61
Vlog................................ ................................ ................................ ............. 62
Living is Not Enough ................................ ................................ .............. 62
Shine Your Shoes................................ ................................ ...................... 63
Create a Special Day ................................ ................................ ................. 64
Unleash an Idea Virus ................................ ................................ .............. 65
Don't Accept all Social Network Invitations ................................ ........ 66
Leverage the Long Tail ................................ ................................ ............ 67
You Only Have a Split Second to Make a First Impression .............. 67
Think Long Term ................................ ................................ ..................... 68
Crops Don't Grow Over Night ................................ .............................. 69
You Reap What You Sow ................................ ................................ ....... 71
Don't Sell to Your Network................................ ................................ .... 71
Organize Your Network Around a Common Interest ....................... 72
The Best Business Networks are Not Your Friends ........................... 73

Practice Your Elevator Pitch................................ ................................ ... 73
Join a Networking Group ................................ ................................ ........ 74
Create a Toolbar................................ ................................ ........................ 75
Create a Widget ................................ ................................ ......................... 76
Use “You” Instead of “I “ and “We” ................................ .................... 76
3 Simple Steps to Web Design ................................ ................................ 77
Form Follows Function ................................ ................................ ........... 78
User Generated Content is Gold ................................ ............................ 79
How to Format Video for the Web ................................ ....................... 80
Websites Should Be Interactive ................................ .............................. 81
People Do Judge Books by Their Covers ................................ ............. 82
What You Reward Gets Repeated................................ .......................... 83
Use Descriptive URL's ................................ ................................ ............. 84
Go Little to Big When Labeling Web Pages ................................ ......... 85
Remember The “F” Reading Pattern ................................ ..................... 86

Use Descriptive Headlines ................................ ................................ ...... 86
Go Big to Little When Writing ................................ ............................... 87
Contracts are Worthless................................ ................................ ........... 88
Don't Jump to Conclusions ................................ ................................ .... 89
Your Employees Are Your First Customers ................................ ........ 89
Say Happy Birthday to Employees and Co Workers .......................... 90
Say Happy Birthday to Customers ................................ ......................... 91
Be a Problem Solver ................................ ................................ ................. 91
Sell a Solution ................................ ................................ ............................ 92
Ask Open Ended Questions ................................ ................................ ... 93
Everyone is Not Your Customer ................................ ........................... 93
Don't Treat All Customers the Same................................ ..................... 94
Don't Project Your Paradigm ................................ ................................ . 95
Put Yourself in Your Customer's Shoes................................ ................ 96
Remember the FUD Factor ................................ ................................ .... 96

Create an Inviting Business Space ................................ .......................... 97
Move Your Desk................................ ................................ ....................... 98
Sit Next to People ................................ ................................ ..................... 98
Work with the Right Family Members ................................ .................. 99
Working with Family is Risky ................................ ............................... 100
Work with Family ................................ ................................ ................... 101
Work with People You Love................................ ................................ . 101
Follow Your Priniciples ................................ ................................ ......... 102
Think About Space ................................ ................................ ................. 103
Take Money When You Advertise ................................ ....................... 104
Saying Merry Christmas is Good for Business ................................ ... 105
Have a Singular Identity on the Phone ................................ ................ 106
Your Customers Don't Understand Your Identity Crisis ................. 107
How to Be an Expert ................................ ................................ ............. 108
Be an Expert ................................ ................................ ............................ 109

Be Transparent ................................ ................................ ........................ 110
The Danger of the Steady Job ................................ .............................. 110
Passive Income Requires Effort ................................ ........................... 111
Get Passive Income ................................ ................................ ................ 112
Avoid The Entrepreneurial Trap................................ .......................... 113
The Key to Multiplying Your Efforts................................ .................. 113
Empower People ................................ ................................ .................... 114
Leave a Comment ................................ ................................ ................... 115
Allow Comments ................................ ................................ .................... 116
Shake Hands ................................ ................................ ............................ 116
Watch Inspiring Movies................................ ................................ ......... 117
Give Me a Medium ................................ ................................ ................. 119
Small, Medium or Large................................ ................................ ......... 119
Remember Your History ................................ ................................ ....... 120
Don't Read Your Slides ................................ ................................ ......... 121

The Learning "T" ................................ ................................ .................... 121
You Can't Control the Internet................................ ............................. 122
Answer the Phone................................ ................................ ................... 123
The Phone Works for You ................................ ................................ .... 123
Diagnose Before You Prescribe................................ ............................ 124
Deal or No Deal................................ ................................ ...................... 125
Hook, Look, Took ................................ ................................ .................. 125
Wear a Tie ................................ ................................ ................................ 126
Go with What Sticks................................ ................................ ............... 127
1 versus 100 ................................ ................................ ............................. 128
Reprimand then Praise ................................ ................................ ........... 129
Ask Why ................................ ................................ ................................ ... 130
Use 2 Monitors ................................ ................................ ........................ 130
Turn Up the Heat ................................ ................................ ................... 131
Give Thanks................................ ................................ ............................. 131

Go Green ................................ ................................ ................................ . 132
Don't Compete on Price................................ ................................ ........ 133
Treat Adults Like Kids ................................ ................................ ........... 134
Treat Kids Like Adults................................ ................................ ........... 135
Place Items in Relation to Their Usefulness ................................ ....... 135
File, Act, Delete ................................ ................................ ...................... 136
Read Weird Magazines ................................ ................................ ........... 137
Be Yourself ................................ ................................ .............................. 138
Take an Hourly Break ................................ ................................ ............ 138
Post Your Information ................................ ................................ .......... 139
Get Ergonomic ................................ ................................ ....................... 140
Use Emoticons :-) ................................ ................................ ................... 140
Have a Sense of Humor................................ ................................ ......... 141
Carry a Pen ................................ ................................ .............................. 142
Get Other People's Cards................................ ................................ ...... 143

Have Cool Cards ................................ ................................ ..................... 143
Give Out Your Business Card ................................ .............................. 144
Don't Give Out Your Business Card ................................ ................... 145
Use a White Board ................................ ................................ .................. 145
Open the Window ................................ ................................ .................. 146
Holiday Marketing is Boo-tiful ................................ ............................. 147
Have a list of FAQ's ................................ ................................ ............... 148
You Are Not Your Customer ................................ ............................... 149
Make Sure Your Stuff Works ................................ ................................ 150
Drive Nice ................................ ................................ ................................ 151
Get Testimonials ................................ ................................ ..................... 151
Clean Your Bathroom ................................ ................................ ............ 152
Enter a Contest ................................ ................................ ....................... 153
Transformation Tools ................................ ................................ ............ 153
Transform Instead of Transacting................................ ........................ 154

REALLY Give Stuff Away ................................ ................................ ... 155
Give Stuff Away ................................ ................................ ...................... 157
Your Customers Are Ignorant ................................ .............................. 158
Your Customers Are Smarter than You Think ................................ .. 159
Help Your Customers Even If Your Manager Freaks ...................... 159
Start Conversations ................................ ................................ ................ 160
Give People What They Want, Even If You Don't Have It ............ 161
Listen ................................ ................................ ................................ ........ 161
Celebrate ................................ ................................ ................................ .. 162
Smile ................................ ................................ ................................ ......... 163
Create a blog with 365 posts ................................ ................................ . 163

Introduction
OK so this book began as a daily blog. My goal was to send out one
business tip per day for one year. Well, I got about half way there. I
was a little disappointed with myself, but then I realized I did write
187 tips. That’s not too shabby and certainly enough for a book.
So tip number one is: make the most of what you have. Sometimes
stepping out and trying can lead you to different results than you
expected, but they can still be successful. (I also needed to add one
more tip lest you think this is a book about being a hitman.)
While there is no particular order, you will see some clusters of

thought and ideas lumped together that feed off one another. Every
tip has a question to get you thinking about how these ideas can help
your business.
I’ve written a few different types of books, from textbooks to

pamphlets. I think this one falls into the bathroom reader category.
Throw it on the commode and read a couple of excerpts the next
time you have a seat. If you are like me, it may be the only time for
reflection and thinking you have all day – take advantage of it.
If you have any bolt of lightning inspirations from reading this, please
drop me a line and let me know what it is, I’d like to know. You can
always get my latest contact details on www.MichaelDaehn.com.
-Michael Daehn
Saint Louis, MO 2010
Nothing Attracts a Crowd Like a Crowd
Have you ever walked through a fairground or down a boardwalk?

All of a sudden you see a huge crowd of people. Do you check it out?
Even if you don't stop, it gets your attention and you have to see
what's going on.
Have you ever gone to a restaurant on a Friday night at dinner time

and the place is empty? It kind of gets you wondering if there is
something wrong. Having a crowd is a great way to get more people
interested in what you are doing.
Is there a crowd gathered and clamoring for what you do? What
could you do to get a crowd started and the momentum moving
forward?
Capitalize on Your Mistakes
We all make mistakes, and when you are dealing with customers they
are an opportunity to make a good impression. If you show you are
willing to take responsibility and solve problems your customers are

more likely to trust you.
I was at a restaurant last night and the kitchen made a mistake on my

order. The waitress apologized and got a new order out in minutes.
She didn't make excuses or explain away the problem. She took
responsibility and acted right away. I will definitely eat there again
because of the way the waitress took care of the situation.
How do respond when you make a mistake?
Don't Fight Web Conventions
When it comes to web design, try to stick with convention. That is,
don't deviate too far from what is generally the standard practice on
other websites. No matter how great your site is, cumulatively people
spend more time on other people's websites.
Therefore, people learn to use and navigate sites based on their

experience elsewhere. For that reason it makes sense to stick with
what people are used to. If you do dare to try something new, make
sure it is a definite improvement and easy to understand or your

visitors will get frustrated.
Does your website follow standard practices?
Don't Innovate on Navigation
When I work with clients on new site designs most people want
something cool or innovative. Those are good qualities, but some
areas are off limits. It's not a good idea to come up with new ways to
navigate your site. People get used to navigating sites a certain way so
making them learn a new way to get around your site is not the best
idea. Most people will just leave your site.
How easy is it to navigate your site?

Key Web Usability Question: What Do You Expect To

Happen?:
When testing web designs on users the most important question is

"what did you expect to happen?" Whether they click on a link,
mouse over a picture, or select an icon the best result is for the site to
behave the way they expected.
When blue words don't link, icons change into a new shape, or
pictures go blank it is confusing to site visitors. When in doubt, ask
users what they expected to happen.
Do you test your web designs? What kind of questions do you

ask?
Limit Choices
Giving customers choices is a good idea, but don't give too many or
you will confuse them. When I sold PDA's for FranklinCovey, we
offered IPaqs, Palms and Handspring devices in a wide range of
prices. Most of my customers didn't know where to begin. After
asking them some questions about their needs and planned uses for
the device I would narrow the best choices down to a few units.
When I first started I would explain the features of any and all the
PDA's people wanted to hear about. This was way too much
information. By narrowing the choices to the best fit for each person
I was providing a service and making the decision easier for
customers. And I started selling more PDA's.
How do you focus on the best choices for your customers? Do

you ever overload them with information?
Give Customers Control
When in doubt, give your customers a choice. This is particularly true

in web design.
For example:
· Should you write out the copy or post a PDF? Both.

· Should videos auto play or should people hit the play button? Let
visitors choose to hit the play button.
· Consume your content as book, ebook, or audiobook? Yes, the more

choices the better.
Give your customers control.
What kind of choices do you give your customers?
Leadership is Influence
Effective leadership is getting people to perform a task or behave in a

desired way through your positive influence. Effective means the
follower wants to perform and will likely continue to follow your lead
long term.
Of course there are shortcuts to getting people to do what you want,

but shortcuts often lead to rebellion and sabotage.
What kind of leader are you? Are you effective long term? Do
your people follow you because of your influence or because of
your threats?
Avoid Jack Ass Management
If you are driving a mule you have two options:
· Dangle a carrot
· Threaten a whip
Many managers use the jack ass approach, but people are more
complex than animals. Motivating employees is about more than
rewards and punishment, it's about motivation. Find out what makes
people tick and help them fulfill their passion.
Do you use the carrot and stick approach with employees? How
do you motivate them?
Integrate Your Marketing Tools
Once you choose the right tools, make sure they are working
together. Do your print ads have a web address? Do you post your
commercials on your website? Do you mail a schedule of events to
your customers?
The more tools you use and the better you integrate them, the more
powerful your marketing is.
Are your marketing tools integrated? How?
Pick the Right Marketing Tools
The major marketing tools are:
· Public Relations
· Publicity
· Advertising
· Sales Promotion
· Personal Selling
· Direct Marketing
· Internet/Interactive
Some tools work better than others depending on your message and
your audience. Make sure you pick the right ones.
What marketing tools do you use? Why did you pick them?
Marketing is Communication
Marketing means different things to different people. In the end it is

about communication. Marketing is the science of reaching your
target audience. The best communicators are the best marketers.
How do you communicate/market to your customers?

Timing
I got this great email from a local business reminding me to set my

clock ahead for Daylight Savings Time. The only problem is that it
arrived on Sunday afternoon, about 12 hours after I was to set my
clock.
Good idea, bad timing.
How strategic are you about planning the timing of your

promotions?
Fast Enough
In 2000 computer companies advertised fast speeds. A PC with a

Pentium III chip was considered a fast computer at around 500 Mhz.
Today we don't hear much about computer chip speeds. What
happened?
The first PC processors were relatively slow, but eventually they got
fast enough. My car can go 110, but I rarely go over 70. That's fast
enough.
Marketers usually advertise the latest, greatest and fastest product

features. The danger is when you base your business on a feature that
is no longer a big deal.
Do you base your marketing on a fast enough feature? What

else could you emphasize?
Don't Get Fooled Again
If you keep finding yourself in the same bad business deals guess
what the constant is...you. The same goes if you keep trying the latest
marketing fad, or watching your best people leave the company.
Something needs to change, and that something is you.
Take a look at the consistent patterns that take place in those

situations. Make a list of what to avoid and what to look for in the
ideal situation next time. Make sure you don't get fooled again.
What mistakes seem to continually plague your business? What

can you do to change the situation?
Have a Meeting Agenda
If you call a meeting, make sure to send out an agenda ahead of time.
This gets everyone on the same page as to what is to be covered and
in how much time. It also is a way to ensure you cover what you need
to in the time you have. It's a great way to prepare your participants
so they can be ready with some answers when you meet. If you get
called to a meeting, make sure you get the agenda ahead of time. No
agenda, no meeting.
Do your meetings have agendas? How well do you follow

them? How effective are they?
Logos are International
You do not need to speak English to recognize these logos:
· Apple
· Taco Bell
· Chrysler
· Microsoft
· The Olympics
Since real logos are pictures, they are international by their nature. So
if you ever intend to have a global reach, build a brand around a
pictorial logo.
Is your branding and logo ready to go global?

Use a Logo
Logos allow you to connect with people on another level. Your logo
should be a visual representation of your business that people react
to on an emotional right brain way. If your logo is a font, you do not
have a logo. Unique fonts are great and complement to your logo,
but they are not your logo.
How well does your logo represent your company?
Turn Your Blog into a Book
Blogs are a great way to accumulate and organize content. If you can
post a handful of juicy morsels a few times a week, by the end of the
year you will have enough information for a book, or as some call it a
blook. You gotta know I'm turnin' this puppy into a book as soon as
the year is up. (Yep)
How could you turn your blog into a book?

Write an Outline
Not everyone is an author, but it can be easier than you think. If you
can write an outline you are halfway there. Can you come up with 7
or 8 key principles to share with customers about your business? You
have an outline. All you have to do is put some detail and explanation
to these and you have yourself a book- presto!
What are some key principles for your business? How could
you share these with customers? Why not write a book?
Write a Book
A good way to establish yourself as an expert to your customers is to

write a book. Some people spend time promoting their book and get
some business on the side from it. Another angle is to use your book
as an expensive business card. Give it out to customers and
prospects. They are more likely to keep it and think more highly of
you when you give them a book instead of a flimsy card.
What could you write a book about?

Design is More than Making Things Look Pretty
I hear it all the time when it comes to web design "we'll make the site
and then the designers can make it look pretty." Good design is more
than just making things look pretty. Good design is creating websites,
and products, made for human beings.
Sure looking good is a part of appealing to people, but it goes way

beyond that. The iPod is more than just pretty, it was designed to
work well. The scroll wheel of the original and the touch pad
interface of the iPhone are examples of great design in action.
Do you have great designers working for you?
Don't Put Welcome on Your Home Page
Welcome to my blog! Could you think of anything cheesier I could

put at the top of a web page? Besides looking like 1999, no one reads
a welcome message.
Find something more important to put in the prime real estate usually
devoted to these sad vestiges of web design past.
Do you have “Welcome” on your home page?
Don't Put Home on Your Website's Home Page
If people click “Home” on the Home page of your website where do

they go? That's right, nowhere. It's lame. Don't do it.
Is there a link to “Home” on the Home page of your website?
Have a List of FAQ's
A list of frequently asked questions on your website or brochure is a

great way to respond to the queries of your customers and prepare
your staff with the answers they need on a regular basis.
Do you have a list of FAQ's? Where are they? How useful do

you think they are?
Squash the Rumor Mill
There is an inverse relationship between the rumor mill and

intentional information flow from management. If you are not giving
your people good information to make decisions, they will find other
ways to inform themselves. This means they will rely on rumor and
innuendo to fill in the blanks.
I worked at an organization where one of the directors was

terminated suddenly. Even though I was on the management team, I
was given no explanation. I started to ask questions about what had
happened to this gentleman. The stories I heard were of lascivious
affairs and misconduct. Whether or not that was true, I still don't
know.
If you want people to make good decisions then provide them with
as much information as possible. If you feel like your people can't be
trusted with sensitive data then you have the wrong people working
for you. And their imaginations are always worse than anything you
can tell them.
What is stronger in your company, the rumor mill or factual

information flow?
Promote Features and Benefits
Most marketers know they need to communicate what their product

does, but not necessarily why that's a good thing. Don't expect your
customers to know why your features are beneficial. For example:
Feature:
This book is filled with brief ideas
Benefit:
It's a quick way to boost you business thinking without spending a lot
of time
You may know why your product's features are beneficial, but you
may need to fill in the blanks for your busy customers.
What are the benefits of your features?
Colors Matter
What do you when you come to a red light? How about when you
come to a stop sign? What do these items have in common...they're
both red. Green means go, white means purity, black means death.
Colors have meaning.
I created my own business card for my training company,

DaehnTrain, and went with Blue and Yellow. I picked those because
I like the Blues, not because I understand colors. When I had a
designer do my card he came back with brown, green and purple. I
was not happy. I am too manly for purple, right? I trusted his
understanding of color and found that people loved the new logo and
card.
People understand and react to colors on an emotional level whether

they realize it or not. Make sure you are taking advantage of what
colors communicate in your promotions. If you are not, be sure to
hook up with a good designer that can help you make powerful
choices.
What color are you? What colors best represent your business?
Play for the Name on the Front of Your Jersey
There's an old saying in hockey: play for the name on the front of
your jersey, not the name on the back. In other words, play for your
team's success, not your own.
Hockey is a team sport. Individuals can only win when they make
their team better. The best hockey player of all time, Wayne Gretzky,
made his teammates great. He had more than twice as many assists as
goals.
The same goes for business. If you are always out to make yourself
look good, you may hinder your team, and probably look like a jerk
in the process. I know I do better at work when I focus on making
others successful rather than how I am going to get the credit.
Even if you work for yourself, the best thing you can do is to make
your customers look good. Business is a team sport.
How can you play the game to help others win?
Play the Game, Not the Scoreboard
When a hockey team is up by a few goals it is easy to get complacent.

The best teams know they have to keep skating full speed, regardless
of the score, or they give their opponent a toe hold to get back in the
game.
The best companies stay fresh and never let up. The ones that do get
caught off guard by a wily start up or disruptive technology do so
because they get cocky. Make sure you keep playing full speed.
Are you complacent in your business? Are you the veteran

hanging on or the rookie trying to earn a spot?
Have a Clear Job Description
Lay out what people are supposed to be doing before they start work.
If you do not have a clear goal in mind of what you want people to
do, it is likely you will not get the results you want. By putting them
down on paper you have something to discuss and clarify.
Realize that jobs often change over time and that the description may
need to change with it. If you have people currently working that do
not have job descriptions, have them write one for their job and you
write one too. Then compare and contrast your versions, it may
surprise you.
What is your job description? What are the descriptions of the

people you work with?
Catch People Doing Something Right
If you are trying to reinforce good behavior, catch people doing

something the right way and praise them for it. People thrive on
positive reinforcement, and you are also setting the standard for how
you lead and manage your team.
Do you reinforce the positive or focus on the negative?
Manage by Walking Around
Have you ever heard the expression to manage by walking around?

How could walking around make a difference?
· You talk to the people who are doing the hands on work
· You make yourself approachable
· You get a feel for the climate and culture of your organization
· You can look people in the eye and reprimand or encourage

them
· Your butt looks slimmer because you are not sitting at your
desk all day
What could you accomplish be walking around your business?
Put Your Book in Other People's Bathrooms
Do you have a book or brochure? Why not drop it off in other

people's bathrooms or a public location? A lot of people like to read
in the bathroom so you are providing a service.
Where could you leave your book?
Put Books in Your Bathroom
Having trouble getting those important books read? Put them in your
bathroom. The next time you need to make a pit stop you can catch
up on some reading.
I often tell folks that buy my book to put it in their bathroom. I

figure it's my best chance they will actually read it.
What do you read in the bathroom? Are you going to leave this
book in the bathroom?
Take Celebrity Photos
Whenever possible I get a photo with a celebrity holding up one of

my books. Of course my celebrities consist of fans, customers and
people that like my book. I couldn't be happier. In my world they are
more important than some drunken Hollywood starlet.
Who are your celebrities? Do you have any pictures? Where

could you display them? Do you have a picture of yourself with
my book? If so, send it to me for posting, or put it up yourself
and send me the link.
Get Naked
Stop the hype. Strip down the rhetoric. Be yourself. When it comes
to marketing today you need to be transparent and show who you
really are. Use your real voice. Get naked.
How naked is your marketing?
Use a Feed Reader/Aggregator
Tired of surfing to your favorite website looking for new content?

Well any site worth its salt these days has an RSS feed that sends out
updates of new content when it is posted. By using a feed reader or
aggregator, you can keep tabs on all of your favorite sites in one
place. You can quickly scroll through your reader to see if there are
any new posts that look interesting or relevant. Here are a few of the
popular web based readers (which may or may not be around when
you read this, just Google feed reader):
· AmphetaDesk
· Bloglines
· Fastladder
· Google News
· Google Reader
· Imooty.eu
· Live.com
· mDigger
· Netvibes
· Newsknowledge
· Planet aggregator
· Rojo.com
· Yahoo.com
How could you save time and stay informed by using a feed
reader/aggregator?
Figure Out RSS Feeds
There are lots of internet doohickeys and gizmos floating about these
days, but the RSS feed is really valuable. RSS stands for Really Simple
Syndication and if you have a home page with MSN, AOL or Yahoo!
you are probably already using them. RSS feeds provide the news
stories you subscribe to and the cool thing is if you have blog you can
create your own feed.
I predict that some form of RSS will likely replace email in the future
due to its ability to bypass spam. For that reason alone it's worth
checking out. It is likely to be a major form of communication with
your customers in the future.
Do you use RSS feeds?
The Enemy of the Best is the Good
Usually our choices are not between good and evil, but between good
and good. That's why it is tough to make a decision, and tough to say
no. Your job is to find the best thing to do with your:
· Time
· Money
· Attention
· Love
· Advertising budget
There are lots of good things you could do, but what is the best thing
you could do?
What is the best use of your _____ right now?
Say No
If no is a hard word for you to say to people I guarantee you are over
committed. You may feel like you are being nice by saying yes to
people, but if you can't follow through because of all the stuff on
your plate it's not nice at all.
Better to say no and find time to do it than to say yes and not do it,
even when you are talking to customers.
Do you ever say no?
Take a Braincation
Give your brain a break. If you are at your computer all day like me,
you should take short breaks at least once an hour. It may seem like
you are being more productive when you work non-stop, but your
brain doesn't think so. A quick walk around the office can really
boost your productivity.
How often do you take breaks?
Create a Flow Chart
Do you have any idea how customers find you, interact, and make a
purchase? Creating a flow chart can really help you see the whole
process.
If you have a complicated or long process flow charts are invaluable

for helping to communicate with your customers and/or team and
get everyone on the same page.
Do you have a flowchart for your business? How do you use it?
Does it help?
Buy Your Domain Name
We are not sure how domain names are going to factor into future
life, but right now they are pretty important. You probably already
got one for your business (at least I hope you did), but have you
thought about your personal name?
Fortunately Daehn is not that common so MichaelDaehn.com was

easy to get. My friend Jim Elder on the other hand didn't have a
chance. I just got him JamesMichaelElder.com because I'm sure it
will be taken sooner or later. I also purchased IvanMichael.com for
my newborn.
Do you own your name on the web?

Do a Beta Test
When developers launch a new software or website they often do a

Beta test. A beta test is a live launch of the product that you allow
people to try and help you find any bugs. Sometimes these tests are
open to the public, other times they are only available to invited
participants.
When I launched marketingenious University I had a Beta group of

40 students test it out. I had a forum set up for people to post
feedback and I made a lot of changes based on responses. Beta tests
are a great way to get some feedback before launching the full blown
product or spending a ton on advertising.
What could you Beta test?
Start a Fight
Hockey fights are great. It's hard to explain to a non-hockey fan the
role they play in the game and why they are necessary. One purpose
is for the combatants to energize their teammates and fans.
You will often see a fight when a team needs to change the
momentum. Maybe they just went down by two goals. Maybe their
team looks like it is sleeping on the bench. Perhaps the fans are
quieter than a librarian convention.
Look at the crowd, and the benches, when a fight breaks out.
Everyone is on their feet yelling, cheering and getting their blood
pumping.
Maybe you can't drop the gloves and punch someone in the head, but
sometimes you have to do something similar to change the
momentum and get people's attention.
What kind of fight could you start at your company?
Compromise Sucks
Compromise means meeting halfway. The problem is that you usually

end up with a worse solution than either person could have created
on their own. It's better to go for synergy where a third alternative is
decided upon that leads to better results.
Compromise is 1+1=1
Synergy is 1+1=3 or more
It takes more effort, and maturity, but synergy is always better than
compromise.
Do you synergize or compromise?
Embrace Conflict
Conflict is a dirty word to most people. The reality is that conflict is

inevitable. People will always have disagreements. Conflict is not the
issue, how you deal with conflict is what is important.
The best solutions come when people have differing opinions. If

everyone thought the same way you do, there would be little
progress. As the saying goes "if you and I think the same way about
everything, one of us in unnecessary."
How do you handle conflict?

Think About the Team
As a hockey player I have had a bad shift or two. My tendency is to

come back to the bench after making a mistake and get down on
myself. It's important to care, and to show my teammates I take the
game seriously, but it can go too far. When I sit and brood I take
myself out of the game. I get overly focused on myself and stop
thinking about the team.
I love working with people who take responsibility for their actions.
On the other when they focus too much on what they did or didn't
do, it becomes a distraction. Take accountability and get back in the
game. That's what your team and your co-workers need from you.
What do you do when you make a mistake? How do you get the
focus back on the team?
Start a Video Channel
Ever wanted to have your own TV channel? Well your day has
arrived. Create your own videos and post them to these free sites:
· YouTube
· Google Video
· MetaCafe
Once posted, you can share these videos on your own website, blog
or social network. You can also let other people download or share
your videos on their sites if they like it. Do you feel like a big
Hollywood producer yet?
How could you use video to promote your business?
Get Permission
In the past marketing was all about interrupting people while

watching TV, reading, or driving down the highway. People have
gotten pretty good at ignoring these interruptions.
To be effective today, you need to have permission to speak to

people. If you are providing them with updated useful information
they can use they will want to hear from you. The trick is getting their
attention long enough to get their permission. If you need more

details then marketing guru Seth Godin (sethgodin.com) has some
great advice on the topic.
How do you get permission from your customers?
Don't Spam
If you send email to someone that they did not ask for it is spam.
You may or not get into legal trouble for violating the CAN-SPAM
Act, but it is definitely bad for business. Don't be a spammer.
Do you only send promotional emails to people that asked for

them?
Start a Newsletter
Newsletters are a great way to keep in touch with customers. The

only problem is mailing those puppies can get expensive. The cool
thing is now you can do the same thing with an email newsletter or
eZine. Besides being less expensive, you can really track what people
are interested in and get great feedback. Check out the Max My Mail
website for a rundown of some of the most popular and easy to use
email newsletter services.
How could you use a newsletter to stay in touch with

customers?
Create Your Own Online Social Network
Don't see any online social networks that work for you? Start your
own. All of these sites let you make your own for free:
· Ning
· KickApps
· CrowdVine
· GoingOn
· CollectiveX
· Me.com
· PeopleAggregator
· Haystack
· ONEsite
Check out the one I created at MySTLBlues.com using Ning.
How could you profit from creating your own social network
online?
Join an Online Social Network
Networks have always been crucial to businesses and now they've

moved online. Millions of people are now using sites like Twitter and
Facebook. The demographic tends to be younger and entertainment
focused for those sites, but there are also business focused sites like
LinkedIn and Plaxo.
Online networks are able to leverage the breadth and reach of instant
and asynchronous communication.
Are you part of an online social network? What could you gain
by being a part? What could you give?
Measure
Carpenters have an expression "measure twice cut once." It may

seem like you are saving time, but in the long run it takes more time,
effort and money to fix a cutting mistake than to re-measure.
Usually when I meet with a client they want a new website, brochure
or ad campaign. When I start asking questions about their
competitive advantage, or an explanation of what they do in a
sentence I get blank stares.
To throw money at marketing and advertising without first doing

some measuring is a waste. A little bit of planning makes a huge
difference.
How do you measure your market?
Write an Article
What are you an expert on? Why not write an article to share with
customers, prospects and the world? Once you have written in, be
sure to post in on your website or blog, send it to magazines and
newspapers and/or post to an article directory.
What could you write an article about?

Vlog
Do you have a blog? Do you have a camera or cell phone that can
take video? Why not upload short video clips to your blog using
YouTube or GoogleVideo? Now you are vlogging (video blogging).
What could you vlog about?
Living is Not Enough
Many site the destruction of the Pruitt-Igoe housing project in St.

Louis as the death of modern architecture. Why did this massive
project fail so miserably? There is debate, but many site the
modernist approach to architecture as living machines as the cause.
These buildings were created as low cost efficient places for people
to live, not homes. People are more complex than machines. Creating
something that works is rarely enough. Creating something that
engages folks in a human way is what captures peoples hearts and

eventually their finances.
Does your product do the job or meet human needs and

desires?
Shine Your Shoes
Shine your shoes. Clean shiny shoes look nice. A lot of women say
they first look at a man's shoes to size him up.
What do your shoes look like? Do they need a shine?

Create a Special Day
It's a popular rumor that holidays like Valentine's Day, Boss's Day
and Mother's Day were created by the greeting card companies. How
does that make you feel? Manipulated? Grateful? Jealous?
If it's true, it was a pretty smart move. What guy would be dumb
enough not to buy at least a card for Valentine's day? Well if you can't
beat 'em, join 'em.
When I was the CMO for Eaglepax emergency preparedness kits, we

promoted a preparation day. It was one day a year when you should
make sure you have an emergency supply kit ready and waiting to go.
The fire department (or someone similar) did a great job of

promoting changing your smoke alarm battery 2 times a year, the
same days as daylight savings time.
When you create events like this, eventually they become a public
standard.
How could you create a special day for your customers to use or
update your product?
Unleash an Idea Virus
In 2001 Seth Godin unleashed an Idea Virus in the form of a book.

The concept is to create something that is so compelling that
customers can't help talk to family and friends about it. It spreads
from person to person like a virus.
The idea of word of mouth marketing is not new, but the shift here is
in the real power in the marketing relationship. Spreading an idea
virus is dependent on empowering the market, not controlling it. Old
school marketing is all about pushing a message. Marketing today
only works when the market is given control and decides whether or
not it wants to spread the message for you.
Is your product worthy of an idea virus? How does your

marketing support empowering the market to spread the
message?
Don't Accept all Social Network Invitations
The goal of networking is to connect with as many people as

possible, right? Well not exactly, and when it comes to online social
networking it can backfire.
Part of comedian Dane Cook's claim to fame is that he has over 1

million (update, now over 2 million) friends on MySpace. While that
is impressive in its own right, there is no way he is actually friends
with that many people.
There has been a backlash against people who send out and accept
invitations to connect with anyone on social networks. I am a bit
suspicious when I see a business networker with 500 connections. I
think they are more likely a spammer than a good communicator.
Be choosy about who you accept requests from or what could be a

quality network will be a hodgepodge of various levels of mutual
spamming.
How many connections do you have? Do you trust all of your

connections? How likely are you to refer someone in your
network? How likely is your network to refer you?
Leverage the Long Tail
Chris Anderson of Wired Magazine released a book called the Long

Tail. The basic premise is that online distribution has created an
atmosphere where niche products can scale to reach a larger
audience. These products are now as profitable, if not more so, than
traditional hit products for retailers.
If you agree with Anderson's premise, the time has never been better
to offer products with a narrow appeal. As my friend Bob Baker says,
"the riches are in the niches."
Do you have a niche product? If you have a mainstream

product, how could you benefit from offering a niche version?
You Only Have a Split Second to Make a First Impression
The book Blink by Malcolm Gladwell explores the notion that you
make snap judgments about people and situations. The interesting
thing is that those first impressions are usually the most accurate. A
few lessons to be learned:
· Make sure you are ready when you first meet your customers.
You may not get another chance to impress them.
· Don't over analyze situations. There is something to be said

for gut feelings. Many folks have been accurate right of the
bat, but then talk themselves out of it by thinking too much.
· You are who you are and people know it at some level. No
amount of glitz and glamour can cover up for a poor product
or lack of character.
Are you ready to make a good impression? Do you trust your

instincts?
Think Long Term
There are a lot of short cuts you can take in business, but if you want
to be around long term you must focus on what leaves a lasting
impression. As a salesman I knew I could make a quick buck here
and there by telling customers what they wanted to hear. Instead I
focused on helping them make the best decision. Sometimes this

meant a lower commission and sometimes no sale at all.
What I may have lost in short term sales, I gained in credibility. I saw
customers return to the store and ask me questions because they
knew I was honest. When I did recommend a purchase they usually
bought it because they knew I had their best interest at heart.
If you are working for the short term dollar, then don't plan on being
in business for long. Once you have burned your customers once,
they don't come back. By thinking long term and giving up a quick
sale on occasion you build trust and a lasting enterprise.
Do you go for the quick sale or the long term relationship?
Crops Don't Grow Over Night
As a student, and later as a professor, I know that students often

cram the night before an exam. I found that if I paid decent attention
in class, took notes, looked them over them once a week and
reviewed them before the final I did pretty good on the test. When I
paid little attention and tried to learn a semester's worth of work in

one night I bombed.
You can't force that much information into your brain in one night.
The little you do regurgitate on the test is likely to be gone by the
time you graduate and may need some of that information.
Farmers understand that they can not plant their seeds the night
before and expect a crop in the morning. There needs to be a
growing season when the seeds get water, light and time to bloom.
The same is true for business. It takes time to see success. Most
businesses fail in the first 2 years. I think this is because most people
feel it is taking too long and give up. 2 years was never in their game
plan.
If you want to be a business success, it is going to take time.
What are you really good at? How long did it take you to master
it? Was it overnight?
You Reap What You Sow
I am amazed at the people that still believe you can get rich quick
with no effort. Even the people pushing that message are working
really hard to get you to buy their book, CD or seminar.
You reap what you sow. The more seed you plant, the more likely
you are to get a good harvest. You also must be planting good seeds.
If your product is no good, it doesn't matter how much time you
spend trying to get more people to buy it. It's a dead seed.
How much time do you spend investing in your business by

planting good seeds?
Don't Sell to Your Network
A common mistake people make when talking to their network is to

try to sell product. Often times the members of your network are not
ideal customers for what you are selling, though they are interested in
helping you become successful. A better approach is to communicate
with your network:
· What kind of customers you need
· Who you would like to meet
· The definition of a good referral
Presented in this way, a healthy network will do what it can to spread

the word for you. Help them help you, instead of trying to push more
product down their throats.
What is a good referral for you?
Organize Your Network Around a Common Interest
A great way to get a networking group started is to organize around a

common interest. It may be professional like marketing or a public
speaking group. It may also be a hobby or sports group like hockey
players or Blues fans. Even if your goal is business, it helps to have
something in common with the people you are doing business with.
How could you organize a group or event around a shared

interest?
The Best Business Networks are Not Your Friends
Sure your friends can be great referral resources, but the best
business networks are the ones that reach beyond your circle of
friends. Quite often the biggest deals are made with the random
person you meet or a friend of a friend you hardly know. Take time
to cultivate and look for people beyond the folks you know
personally. Reaching out and connecting with new people is the key
to successful networking.
Who are the people on the fringe of your network? How can
you find out if they would be good for your business? How
could you connect with them?
Practice Your Elevator Pitch
An elevator pitch is an explanation of what you do in 30 seconds or

less. If you were in an elevator with a prospect could you explain
what you do before you get to your floor?
An elevator pitch is important because it crystallizes what you are

about. I have talked to people for 2 hours and they couldn't explain
what they did. Considering you have a brief window to get your
message across you should be prepared with your elevator pitch at a
moment's notice.
What is your elevator pitch?
Join a Networking Group
Networking groups give you instant access to potential customers

and advocates for your product. If nothing else, they are a good place
to express yourself and get comfortable sharing your business. A
couple I have been to in the St. Louis area are Yellow Tie and BNI.
They each take a little different approach, but I recommend them
both. They are always looking for new members and like visitors so
check 'em out.
Have you ever been to a networking event? What did you think?
Create a Toolbar
Have you used the Google Toolbar? It is a handy little gizmo that
stays on top of the pages you are visiting. I use the search box all the
time.
Now you can create your own toolbar and brand it with your
company information. There are companies that will do it for a fee,
or sell you software, but I recommend working with a company
called BenefitBar. They make their money from search, but they
share some of that with you and do all the set up and maintenance of
your toolbar for you.
If you want to try to do something yourself, Conduit also offers a

free version that you can customize online, but they keep all the
revenue. Check out a toolbar I created for my marketingenious.
Either way, you can get great branded product set up for free. Give it
a try.
How could your customers benefit from your toolbar?

Create a Widget
You can make some cool little gadgets and widgets that serve content
and information from your site for free. Check out some of these
websites:
· Widgetbox
· Springwidgets
· Lab pixies
· Mashable
The secret to marketing today is to allow others to spread the word

for you. Widgets are a great tool to get the job done.
What could you widgetize?
Use “You” Instead of “I “ and “We”
Compare these two sentences:

I created my own daily blog called Biz Memes where I share a business thought
each day.
Check out the daily blog called Biz Memes where you can get a thought each day
to spur your business thinking.
The first one is all about me. The second one is all about you. If you
want to get into the heads of your readers and customers, make it
about them.
How do you get into your readers' heads?
3 Simple Steps to Web Design
If you are designing a website use this simple 3 step approach:
· Purpose- determine what you want people to do when they

visit the page
· Content- what do you need on the page to fulfill the purpose

· Layout- based on the content you have, lay out the page to
accomplish your purpose
Sounds simple, but it can be harder than it sounds. Make sure you
take your time and draw this out on a piece of paper or white board
first. Making changes once websites have been created costs a lot
more than erasing a few lines and starting over.
What process do you use to design your web pages?
Form Follows Function
Decide what the purpose of your product or campaign is first, then

design it in such a way that it facilitates the purpose.
I run into this frequently in web design. When I ask what the page is
supposed to accomplish, I usually get a list of items the customer
wants on the page. Or I get descriptions of being cool, flashy or
professional.
The first challenge is to decide what the primary function of the site
is. The form then facilitates and enhances the functionality.
So think function first then determine the best form to get it done.
How can you use the form follows function principle in your
business?
User Generated Content is Gold
Why are Twitter and Facebook so valuable? Because people use

them.
What makes these social networks valuable is that they provide a

platform for users to generate and share their own content. The more
people use the site and generate content, the more valuable the site
becomes.
Lesson: Make your site interactive and allow your visitors to

contribute their own content.
How can customers contribute to your website?

How to Format Video for the Web
While there are exceptions, most people don't watch videos that are
longer than 5 minutes on the web so:
· Keep your content short and be prepared to adjust your 30

and 60 minute formats
· Take advantage of audiences that will watch short videos that

promote your product if it is entertaining
Long formatted programs with 30 second commercials are out, but 5

minute entertaining commercials are in.
Take advantage while you can.
How do you use video on the web?

Websites Should Be Interactive
Websites are an interactive media. Traditional media like radio and

television tends to be passive. People sit back and consume the
content.
Websites are made to be interactive. Visitors armed with keyboard

and mouse are prepared to use them. This has been a challenge to
companies trying to slap their traditionally formatted media onto
their website.
If you are producing long formatted content like books and

televisions shows then consider breaking it up into smaller chunks.
Also provide ways for people to interact, rate, share and give
feedback about the content.
How interactive is your website?

People Do Judge Books by Their Covers
Ask any bookstore manager or buyer and they will tell you that they
do judge books by their covers. In fact, most of the time the only
thing they see is the cover to determine whether or not they should
carry the title.
Think about your experience. When you are looking at dozens of

books on a shelf, how do you decide which one to pick up and read?
The cover has to jump out at you or you never give the book a
chance.
Even if you are not publishing books, realize you have a brief
moment to capture attention. The better you package and present
your product, or yourself, the better your odds of someone giving
you a chance and finding out more.
What kind of first impression does your product make? What

kind of first impression do you make?
What You Reward Gets Repeated
I have a 3 year old and have learned to reward good behavior and
ignore undesirable behavior (as long as it is safe). Believe it or not
reprimanding is a form of reinforcement. If the only time my girl gets
noticed is when she acts out, not when she does good, she will do
crazy stuff to get my attention.
I've noticed in organizations that people respond the same way. You
may have process and mission statements in place, but if people are
only noticed when they behave a certain way, they will repeat it, good
or bad.
When I worked at Nordstrom the mantra was good customer service.

In reality the only way to keep your job, and make a living, was to sell
lots of stuff. This caused some compromises when it came to
recommending products to customers.
It is difficult not to always suggest the high priced item when you are
on straight commission. There was also competition on the sales
floor for the limited customers available that lead to an environment
that was not always customer friendly.
Yes Nordstrom encouraged and recognized good customer service.

But day to day, and paycheck to paycheck the focus was on making
money. The reward system was based on selling stuff, not serving
customers, so in practice customer service was always second to

getting paid.
How are people rewarded in your organization? Are you

unintentionally rewarding the wrong behavior?
Use Descriptive URL's
URL stands for Uniform Resource Locator, but most people call it a
web address. It's the name of your page after the WWW. How you
name this makes a difference. I'm sure you have seen lots of gobbely
gook like this:
http://www.blogger.com/post-
create.g?blogID=4875028483495417897
What does all that stuff mean? Not much to the human eye, and
often not much to search engines either. Google doesn't seem to like
long URL's with the extra letters and numbers afterwards. As much
as you can, make sure you keep these URL's simple and easy to read
by humans and computers alike.
Do your URL's look like Alpha Bits cereal?
Go Little to Big When Labeling Web Pages
When titling your web pages make sure to put the most detailed
information first:
No- MichaelDaehn.com | How to Title Web Pages
Yes- How to Title Web Pages | MichaelDaehn.com
People are scanning your page or search engine results for answers so
it is best to put the most relevant information first. People find it
faster, and search engines index properly.
If your web page title says "New Page" seek professional help
immediately.
How do you title your web pages?

Remember The “F” Reading Pattern
Studies have shown that people read in an F pattern when they are
scanning material. If you are writing copy for a blog or website realize
that most people are scanning for relevant information.
Make sure you are taking advantage of descriptive headlines, breaks

in copy and headings to communicate your best information and get
people's attention.
When looking for information, do you read every word on a web

page?
Use Descriptive Headlines
A rookie mistake is to use funny headlines or puns when writing your

copy. I used to have a blast writing headlines with double meanings
and jokes that referred to my blog posts. The problem is that a large
part of your audience is going to decide what to read based on the
headline.
Most people are looking for answers to questions, so the best

headlines describe what is covered in the text. Keep in mind that
many people are seeing only your headline in RSS feeds and search
engine results (SERP) pages so be a specific as possible in your
headline.
Why did you decide to read this?
Go Big to Little When Writing
When you are writing copy for your brochure, newsletter or website
remember the inverted pyramid:
· Big headline summarizing the material
· Most important details
· Additional supporting information
Notice that the amount of writing increases as you move down the
list, like a pyramid. The idea is to get your main point across early and
provide details for your target audience.
What is your favorite headline?
Contracts are Worthless
You can tell I am not a lawyer, but I believe in practice contracts are
worthless:
· If you work with someone honest you don't need a contract
· If you work with someone dishonest, they will use weasel

words in the fine print that excuses them from responsibility
down the line, so the contract is worthless
The bottom line is to work with honest people and go light on the
paperwork.
When is the last time you made a deal with a handshake? How
did it turn out?
Don't Jump to Conclusions
Every episode of Three's Company revolved around the same plot

twist. Someone overheard part of a conversation, jumped to
conclusions, hilarity followed and then everything was worked out in
the end.
It was always a big misunderstanding.
I always wondered why Jack, Chrissy and Janet didn't get the facts
straight more often. You would think they would have learned from
their past mistakes. Well, you know better. If something seems fishy,
go to the source and get all the facts before you make judgments.
Do you jump to conclusions?
Your Employees Are Your First Customers
If your employees are not buying your product, what you do and/or
what you stand for, it is unlikely your customers will either. Satisfied
employees are at the heart of every successful business.
Are your employees satisfied?
Say Happy Birthday to Employees and Co Workers
Celebrating birthdays at work can be a real morale booster. It's an

opportunity to recognize the humanity of the people you work with,
and eat some cake.
If you have a big company, you may want to celebrate all the
birthdays of the month at one time. Otherwise you will need to start
a Weight Watchers chapter on site to combat all the birthday cake
calories your consuming.
How do you celebrate birthdays at work?

Say Happy Birthday to Customers
Keeping track of the birthday of your best customers gives you a

good excuse to say hi and offer them a promotion at least once a
year. Everyone likes to get something for their birthday. By sending
them a happy birthday note or gift you not only show you care, but
that you are organized and professional enough to remember
important dates.
Do you say happy birthday to your best customers?
Be a Problem Solver
I get so frustrated dealing with frontline sales and service people that
can't think beyond corporate policy. There almost always is some
kind of solution when there is a problem. It may be different than
what the customer or the employee expected, but there are always
alternatives.
When a salesperson tells me that something is not his job, or it is

company policy it tells me the company stinks. Either they enforce
bad policies, or hire mindless drones who can't think on their own.
Do you solve problems?
Sell a Solution
Realize that you are not selling a product, you are selling a solution.
Find out what problem your customer has and find them a solution.
You may discover that your product does not solve their problem.
Recommend a product that does. By establishing yourself as a
problem solver, customers will come to you first the next time they
have a need.
Do you sell products or solutions?

Ask Open Ended Questions
Asking yes or no questions can really hurt you on the sales floor:
Salesperson: Can I help You?
Customer: No.
On the other hand, when you ask open ended questions you get back
useful information:
Salesperson: What brings you in to the store today?
Customer: Witty response that gives you insight into what they need.
Do you ask open ended questions?
Everyone is Not Your Customer
Effective marketers focus on a target customer. To be good at selling

your product you must realize that it is not for everyone. The sooner
you stop trying to please everyone and focus on the target audience
that really matters the better off you will be.
Who is your target customer?
Don't Treat All Customers the Same
Some salespeople find a pitch that works and use the same technique
on every customer. Don't be that guy. Being a robot is not the best
sales approach. Realize that there are different types of customers
including the following:
· I want to talk to the salesperson
· I want to be left alone to figure it out
· I want to be left alone until I have a question, then a

salesperson better be available right away
· I know what I want, let me get it, pay and get out of here as
fast as possible
Each of these people needs to be approached differently to be

effective. The first step is to figure out what type of customer you are
dealing with.
How do you approach customers?
Don't Project Your Paradigm
It's good to put yourself in your customer's shoes, but don't project
all your thoughts onto them. Your customers are not you. They have
wildly different thoughts, feelings and goals than you. Don't expect
them to approach your business or your product the same way you
do.
Do you ever project your paradigm onto customers?

Put Yourself in Your Customer's Shoes
If you are not sure how to approach a customer, put yourself in their
shoes. Try to imagine what it would be like to buy your product for
the first time.
How do you feel when you first visit a place of business?
Remember the FUD Factor
When you approach customers they usually have FUD on their

minds:
· Fear
· Uncertainty
· Doubt
They most likely have not been to your business before and are not
sure what to expect. Just say hi and put them at ease. The rest will
flow from there.
How can you relieve the FUD factor for your customers?
Create an Inviting Business Space
Do you remember the old pharmacy counters where the pharmacist

stood about 3 feet above you? I'm sure there was a reason for doing
that originally, but it has faded into obscurity. When I go to the very
successful Walgreens pharmacy, the pharmacists are right there on
your level.
Appearing to be superior to your customers does not work well

today. Make sure your space to interact with customers is friendly
and puts you on the same level, or puts the customer higher.
Where do you interact with customers? Is the space set up to

make customers feel equal or superior?
Move Your Desk
I put my desk facing the wall in my office. This leaves room for
people to come in and meet. Most of the people where I work have
their desks in the middle of the room. You have to look across their
desk at them when you go in to talk.
I feel like I am going in to see the Principal when people have their
desks like that. When you put your desk against the wall, you are
inviting people to come in and share your space. Unless you are
trying to intimidate people, put your desk against the wall.
Where is your desk? Why is it there?
Sit Next to People
When you are doing a deal, or showing someone your product, try to
sit next to them. Sitting next to people puts you on their side, so you
are working together. When you sit across, it feels more like a
transaction and a negotiation.
When I tutored kids I always tried to sit next to them, or on the same
corner of the table. This is a supportive position that lets them know
I am there to help, not to yell at them. The same seating is helpful
when you meet your customers.
Where do you position yourself when you meet with customers?
Work with the Right Family Members
Some people say you should never work with family. Others say it is
a great idea to keep business in the family.
It is not about working with family members being right or wrong, it

is about working with the right family member. Just like any other
endeavor, if you are hooked up with the wrong person you are going
to have problems.
The difference with family is that it is potentially a bigger risk since

you could damage your family relations, and possibly a bigger reward
since you get to share your blessings with those closest to you.
Family or not, it is about working with the right people.
Do you think it is a good idea to work with family?
Working with Family is Risky
Working with family poses a big risk. If things don't work out, or you
don't get along it can lead to hard feelings. The nice thing about
working with strangers is that you can ignore them or do something
else if things go sour. With family that is not possible.
What has been your experience working with family members?

Do you think it is worth the risk?
Work with Family
Since you spend so much time working on your business, wouldn't it

be great if family were a part of your business too? Think of all the
extra time you could spend together. And when you are successful
you get to share that with the most important people in your life.
How could you do more business with family?
Work with People You Love
It is amazing much fun you can have when you are working with
people you love. For Example:
· I hate painting, but have had a blast painting with my

fraternity brothers
· I hate yard work, but enjoyed a beautiful day with a life-long

friend raking leaves
· I get bored working out, but have pumped iron with buddies
and laughed the whole time
Little tasks can be fun, and bonding, when you do it with people you
love. Imagine how cool it would be to work that way all the time for
your business.
Do you love the people you work with? What would your
business be like if everyone really enjoyed the work they did
because they did it together?
Follow Your Priniciples
If you step off a cliff you are going to go splat. Gravity is the
principle that will suck you down to your death. Gravity is also the
principle that keeps us all from floating off into space.
No matter what area of business you are in, principles exist that will
lead to success or failure depending on how you behave. So figure
out the best practices for your industry and make principles work for
you.
What principles guide your profession? Are these principles

working for you or against you?
Think About Space
It is easy to get sucked into the day to day chores of your business.
Don't do it. The great companies and people always reinvent
themselves in some way. The only limitations you have on how you
do business are the ones you place on yourself.
Space is limitless. So is your potential.
When was the last time you took a few hours to think about
your business from a fresh perspective? When could you
schedule some time into your calendar to do it this week?
Take Money When You Advertise
If you advertise, be prepared to take money. For example if you:
· Use a website- make sure there is an easy to use shopping cart.

The less clicks the better. Most shopping carts are abandoned
when they ask for unnecessary information or take too long
to load.
· Have a store- have your product easy to find with a fast check
out. Don't make people wait in long lines to give you money,
they may change their mind.
· Are taking phone orders- let people go straight to the part where
they give you their credit card. Don't make customers
navigate through voice mail or wait on hold while listening to
bad music.
In every case, be sure you take credit cards, debit cards, cash and
checks. Any way people want to give you money should be OK.
Is it easy for your customers to give you money?

Saying Merry Christmas is Good for Business
Most businesses have taken the route of saying Happy Holidays

instead of Merry Christmas, but I wonder if they have done their
homework?
It seems to me that no one was ever offended if you said Merry

Christmas in the past, even if they were not Christian. On the other
hand, since the majority of the market (in the USA) is of a Christian
persuasion a good many folks are turned off by the politically correct
way businesses are behaving today.
Since setting yourself apart from your competition in a positive way

is good for business it makes sense to say Merry Christmas to your
customers. Even if you are Jewish you can still wish your Christian
customers a happy celebration. The majority of your audience will
appreciate it and others are not likely to be offended.
Merry Christmas!
Do you say Merry Christmas or Happy Holidays? Why? What

would happen if you changed?
Have a Singular Identity on the Phone
I used to sell AT&T cell phones when I worked for FranklinCovey.

Even though it was the one thing I got a commission for, I used to
talk people out of buying a plan with AT&T. Many people bought
one anyway because AT&T had the coolest phones.
The reason I try to get out of it was because I hated calling their
service line to set up the account. You would not believe how hard it
was to get them to take the money from a new subscriber. Often
times I would be told to hang up and dial another number because of
the plan the customer chose. This was after a long time on hold and
navigating multiple voice mail options.
I would think there would be a fast track to the "we'll take your
money now" line, but alas there was not. The thing is when a
customer calls your company they don't understand your internal
departments or divisions. They called to talk to or buy from your
company, not to deal with your organizational silos. Customers don't
understand why they would need to dial another number for your
same company, and they shouldn't have to.
Does everyone who works for you understand they work for the
same company? What would happen if you called the wrong
department in your company? Would you be helped, or told to
dial a different number?
Your Customers Don't Understand Your Identity Crisis
I was sitting in Barnes and Noble and heard a customer ask the girl at
the coffee counter if they took Starbucks gift cards. The girl said no
so the lady turned to her friend and said let's go to another store.
I overheard a lady sitting at a nearby table remark that Barnes and

Noble was a licensed distributor of Starbucks, not a Starbucks store.
She had a condescending tone as though the customer was stupid for
asking.
The cafe at B and N proudly displays the Starbucks logo all over the
place. Why wouldn't a customer think they could buy Starbucks
coffee from a counter selling Starbucks Coffee with their Starbucks
gift card?
Your customers don't understand your licensing schemes and

corporate boundaries. You are lucky if they even recognize your
brand in the first place. If they are trying to buy your product with a
gift card with your name on it make it easy for them. If you have
fancy licensing deals, then you are also smart enough to figure out a
way not to confuse customers (like licensing the gift cards too).
And watch what you say, because you never know when some guy
with big ears and a computer is writing about you.
Do you present a singular identity to your customers?
How to Be an Expert
Being an expert is the best way to get customers today. Some of the
ways to establish yourself as an expert include:
· Blogging
· Writing articles
· Authoring books
· Speaking
· Consulting
· Broadcasting- Radio, TV, Film
· Teaching
· Coaching
Notice that they all involve writing at some level. Writing is at the
root of establishing yourself as an expert.
How do you position yourself as an expert to your market?

What have you written lately?
Be an Expert
We live in an age of information overload. In the past whole

industries were created by controlling information. Now everything
you ever wanted to know is a mouse click away.
The problem is information overload. How do you know what

information is accurate or the most important? You have to rely on
experts to tell you what is the most important data in a sea of facts.
So if you want people to buy your product today, the best way to do
it is to position yourself as an expert.
Are you an expert? How do you show your customers they

made the right choice by coming to you?
Be Transparent
The day of the flashy, carefully worded ad are over. The Internet is
about laying aside fake personas and showing who you really are.
This shift in communication has changed how people interact with
companies on every level. If you are still trying to look like a big
company when you are not, or a friendly little guy when you are a
giant you are going to lose. Be transparent, be yourself.
How can you let your personality shine through in your

marketing?
The Danger of the Steady Job
Most people think it is safer to work for a big company than to start
their own business. The exact opposite is true. When you work for
someone else:
· You rely on them for everything
· You put all of your income ability in one basket

· They could fire you tomorrow
· They could lay you off
· They could go out of business
It is far riskier to work for someone else and rely on their success to
keep you afloat. When you work for yourself you don't have to worry
about getting fired. And if you structure your business right, you will
have many sources of passive income so that you get paid whether
you work or not.
Do you work for someone else? How could you start to build a
business for yourself? How could you attain passive income?
Passive Income Requires Effort
People that understand the concept of passive income often get

fooled into thinking it requires no effort. That's why pyramid
schemes work. They promise riches through passive income, but they
ignore a couple of fundamental principles:
· You must make an initial investment
· Your investment must provide value to the marketplace
Acquiring passive income should be one of your primary objectives.

Make sure this income is a result of an initial investment that leads to
value for others, otherwise it is probably a scam.
How could you invest today to receive passive income in the

future?
Get Passive Income
Income you receive without direct effort is called passive income.

When you receive income on stocks, bonds, or investments it is
passive income because you are not actively working to attain this
money. Your goal as a business owner is to have multiple streams of
passive income.
Where do you acquire passive income? How could you get

more?
Avoid The Entrepreneurial Trap
Most people start their own business because they want the freedom
and flexibility of being their own boss. The problem is that they work
for the business instead of the business working for them. They
become a slave as everything from customer service to mopping the
floor becomes part of their job description.
So how do you avoid this trap? The secret is to hire, trust and
empower people to help you make your business a success.
Do you work for your business or does your business work for
you?
The Key to Multiplying Your Efforts
The key to multiplying your efforts is empowerment. When you give

other people power to accomplish your business goals you are getting
a lot more done than you could alone. So why don't more people use
this technique? Because empowerment is:
· Scary- it is unfamiliar and you are giving up some control of

how things are done
· A risk- it may or may not work out
· Takes discipline- you have to allow people to make mistakes

and do things differently than you would otherwise they
never grow
· Requires trust- you have to believe the people you empower are
capable of getting the job done
The success of your business depends on your ability to empower

others. If you rely solely on your own abilities you are severely
limiting yourself.
Where have you seen empowerment work? Think of a time in

your life when you were empowered. How did you feel? What
was the result?
Empower People
Have you ever heard the word empowerment? I don't think most
people know what it means. Either people think it is some bizarre
management term, or that it means having other people do things.
Empowerment is not about assigning people tasks, it is about giving

them the power and resources to be successful. The leader becomes
the servant, making sure the follower has everything they need to get
the job done. Effective leaders serve their followers.
How do you empower others?
Leave a Comment
When you read blogs or forums it is easy to leave a comment. It is

great feedback for the writer and you may just make a friend or
business associate. So leave a comment the next time you can, and
make sure it is a nice one.
Where can you leave your next comment?

Allow Comments
If you have a blog or website, make sure you allow comments. You
can learn a lot when you let people talk back. Big businesses pay lots
of cash to get feedback from their customers. Comments are free.
If you are afraid of what people may say, you can always moderate
your comments or approve them before they go live on your site. I
recommend you allow people to comment without screening them.
Even if they say something negative, it shows you have nothing to
hide.
Don't have a blog or website? Use a comment card. Give them to

your employees too.
Where can you allow comments?
Shake Hands
Nothing like a good old fashioned hand shake to say hello, show
respect or cement a deal. Make sure you always shake with your right
hand, even if you are a lefty, and get a decent grip. Don't try to
impress the other person with a vice grip, but don't limp wrist it
either, that's worse. A nice solid bite and brisk shake is all it takes.
If you are holding something in your right hand, then move it to your
left and shake with your right. If you are at a party or social scene and
you have a drink, make sure you use your left hand to drink so your
right is free for shaking.
Do you always shake with your right hand? What kind of grip
do you have?
Watch Inspiring Movies
There's nothing like a good movie to inspire you to keep fighting.

Who can watch any of these movies without feeling like they can give
it one more shot?
· Rocky
· Rudy
· The Natural
· Star Wars
If these characters can come back against the odds so can you. But if
you are not into fiction try a biographical movie about one of these
folks:
· Abe Lincoln
· Thomas Edison
· Helen Keller
· The Wright Brothers
These were real people who faced some stiff challenges and
persevered. You can too.
What are your favorite inspirational movies? Why not watch one
this week?
Give Me a Medium
Since most people want the medium size, call it a medium. Don't get
cutesy with your offerings. When you offer medium, large or jumbo
you only confuse your customers. Follow the standard naming
conventions of your industry.
Making your own names not only frustrates people, it makes you
look kind of snobby. If they were smarter, they would know how to
ask for the right product. So unless you are trying to be an elite
company that narrows its customers to a select few, just give me a
medium.
Do you have special naming conventions that only a select few

understand? How could you make them more accessible to all
of your customers and new prospects?
Small, Medium or Large
When given the choice of small, medium or Large, most people pick
medium. So why not offer just medium? Because people want to
have a choice. Plus you will have some people that want to feel
thrifty by choosing a small, and the high living folks that want the
best at all times that choose large.
How do you position your product? Do customers have a

choice of small, medium or large? If not, how could you give
them this choice?
Remember Your History
Knowing your company history is a big deal. It explains how you got
to the culture you have today. Remembering important events and
milestones creates an identity.
Celebrating and reflecting on past achievements puts things in

perspective. It also gives people hope that the things they are doing
today will be remembered as important too.
How do you celebrate your company's history?

Don't Read Your Slides
If you are giving a PowerPoint presentation, don't read your slides.

Most people can read your slides themselves so it becomes boring
fast. Make sure you add another element to the presentation.
People came to hear you speak for a reason. It's OK to use slides, but
use them to enhance what you are saying. Don't make the slides the
speech, or you are unnecessary.
Do you enjoy it when people read their presentation to you?

How can you do a better job of presenting yourself?
The Learning "T"
If you are giving a presentation you may think the most interested
people are in the front and the least interested in the back. There is
some truth to this, but studies have shown in academic situations
there is more of a "T" to how people sit.
This means that the most engaged audience members usually sit in
the front and in the middle, all the way to the back of the room. So
keep an eye out for people dozing off in the other sections, but folks
sitting up front and in the middle "T" are usually into you.
Where do you sit for presentations? Where do you focus when

you speak to a group?
You Can't Control the Internet
The Internet is a free flowing marketplace of ideas, expression and

conversation. It is a little scary for businesses today because they
know they need to play in this space, but it is hard to control.
The old paradigm of business communication involved carefully

crafting a message for consumption. This approach no longer works
because today's market is controlled by consumers. Not only that,
consumers are suspicious of companies that try to keep control.
So if you are ready to jump into the web marketplace, strap on your
seatbelt, take a deep breath and enjoy the ride.
How could you give your customers more control of your

message on the net?
Answer the Phone
If you are someone who never answers their phone, give it a try some
time. You may be amazed at the response you get from people when
you actually answer your own phone. Some will be shocked, some
dismayed, and some pleasantly surprised.
Do you ever answer your own phone? What would happen if

you did?
The Phone Works for You
Did you know you don't have to answer the phone when it rings? If I
am in the middle of something I don't have to drop everything and
run to answer the phone. Some people have a pavlovian response to

the ringing of the telephone and feel compelled to answer
immediately.
In an age of voice mail and answering machines you can actually call
somebody back. If it is important they will leave a message.
Remember the phone works for you, you don't work for the phone.
What would happen if you let your phone ring?
Diagnose Before You Prescribe
If you went to the doctor and she started filling out a prescription for
you without examination or questions you would think she was a
quack. How often do you get the full story from your customers or
employees before you give an answer?
Do you know what your customers truly want. Have you asked
them? How do you diagnose before you prescribe a product?
Deal or No Deal
There are 4 basic paradigms of human interaction:
· Win-Lose: I win, you lose
· Lose-Win: I let you win
· Lose-Lose: Nobody gets their way
· Win-Win: We both win
Lose-Lose is no good for anyone, but the first two end up being
Lose-Lose eventually anyway. So if you are working with someone it
needs to be a Win-Win or no deal.
How can you make doing business with you a win for you and
a win for your customers?
Hook, Look, Took

Whether you are creating a presentation, commercial or writing a

headline here's a simple formula:
· Hook- Grab attention with a headline, opening phrase or

image
· Look- Give all the fact and support your message
· Took- Close with a call to action
Where could you use the hook, look, took approach in your
business?
Wear a Tie
If everyone at the office is business casual, you can stand out by

wearing a tie. Don't dress for the job you have, dress for the job you
want.
If none of your competitors wears uniforms or suits then you can

leap frog them in the mind of your customers by dressing smart.
There are many ways to stand out, and dressing nice is one of the
easiest.
Even if you work from home, taking the time to dress professionally
puts your mind in the right place.
How do you dress for work? How could you step it up a notch?
Go with What Sticks
Try lots of ideas. Throw some stuff out there and see what sticks.
Sometimes you don't know where your next product, innovation, or
market is going to emerge. By being bold you can test the waters in a
lot of areas and follow up on the things that take hold.
When was the last time you tried a new idea for your business?
What have been your best successes? Where did the idea for
those successes originate?
1 versus 100
Sow your financial seed and look for multiple streams of income.
Most people get all of their income from one source, usually an
employer. If this income stream dries up you are in big trouble.
Entrepreneurs are on the right track because they are not relying on
someone else for income. The problem is that most entrepreneurs
put all of their eggs in one basket. They spend all their time and
resources on one idea and if it does not work they are hurting. I
know this problem first hand.
By investing a little bit in 100 ideas instead of 1 you have a greater

chance of a return. Chances are the return may be smaller since you
are spreading out your investment. But imagine you are getting 100
little checks each month. They don't have to be big to start adding
up.
Where can you plant some small financial seeds? Would you be
happy getting 100 small checks a month?
Reprimand then Praise
A lot of people use the praise then reprimand approach. "You are a
spectacular person, but you smell bad." The problem is that people
don't remember anything before the but.
It is much more effective to be up front with the hard stuff, and then
follow it with the soft. This works when you are dealing with:
· Employees
· Children
· Customers
· Students
· Pets
So remember to reprimand first and end with strong praise. Give it a

try and see what happens.
Who could you reprimand and then praise? How could this
approach help your relationship?
Ask Why
My daughter is 3 and asks me why about 30 times an hour on an

average day. It is kind of annoying sometimes, but I also notice that
she is learning a lot more each day than I am. Could it be that her
inquisitive little mind is soaking up knowledge and getting smarter
with each why she poses? Why, I think she is.
Why don't you ask why more often?
Use 2 Monitors
If you are on the computer all day like me then an extra monitor or 2
can really make your life easier. If you are reading an email that asks if
you are available, you can have your calendar open on the other
screen. Or perhaps you want to click on a link in an email, but keep
the email open, just open the link on your extra screen. Once you use
it for a while you will wonder how you ever got by with just one
monitor.
How could an extra monitor make your computer time more

productive?
Turn Up the Heat
Make sure your customers are comfortable. If you are trying to save a
few bucks on heating but your customers' teeth are chattering so hard
they can't chew, then you have a problem. Best case scenario, your
customers don't notice the temperature, they are just comfy all the
time in your place.
Does your business have a pleasant temperature?
Give Thanks
Thanksgiving is about thanking God, but even if you are not into that
stuff, there are plenty of people to thank:
· Parents
· Friends
· Customers
· Employees
· Cashiers
· Postmen
· Pizza Girl
· Cable Guy
So say thanks to somebody.
Who could you thank today?
Go Green
When you go green you are helping:

· The environment
· Your employees feel good
· Your customers feel good
· Your kids and grand kids feel good
· Birds, squirrels and chipmunks
Going green is good for everyone.
How can you make your business more environmentally

friendly?
Don't Compete on Price
To compete you need a unique competitive advantage that sets you

apart. Trying to stand out by undercutting the price of your
competition is a no win situation. If the strategy appears to work,
your competition need only lower their price too. What you thought
was a strategy suddenly disappears.
Make sure you are basing your marketing message on something

unique like:
· Superior service
· Customer testimonials
· Years in the business\
These competitive advantages are difficult, if not impossible, to copy.
What is your competitive advantage?
Treat Adults Like Kids
Adults like to play sometimes but they are not given the chance.
Break out some markers or playdoh for your next project or ice
breaker. Adults may moan at first, but after a few minutes its hard to
get them to stop. There is a kid in all of us that still likes to play.
How can you play with your customers? Your employees?

Treat Kids Like Adults
If you are working with kids treat them like adults sometimes. Give
them some grown up responsibilities. Ask them to do more than
people usually think they are capable of doing. Kids love it when you
treat them like they can do more.
What are some safe ways to give kids responsibility?
Place Items in Relation to Their Usefulness
Is your desk a mess? One way to overcome a messy work area is to

place items in relation to their usefulness. Items you use all the time
should be at arm's length. Things you use rarely, like reference
materials, can be stowed on a shelf across the room. Only have files
close by that you use all the time, the rest can go in a file cabinet.
Besides reducing clutter, you are sure to have the things you really
use close at hand.
Are items in your workspace organized in relation to the

frequency of their use?
File, Act, Delete
Use the FAD (file, act, delete) principle to get organized. This works
great with email. When you go through your inbox be sure to file the
message, act on it or delete it right away. Do not read it and leave it
in your inbox. If you do not have time to file, act or delete then wait
until later to read your messages. FAD saves you time because you
only handle each message once. Give it a try.
How do you handle your inbox? Could the FAD system save
you time?
Read Weird Magazines
Read magazines that seem weird to you because you do not usually
read them. You will get great insights and new ideas by looking at
material you usually ignore like:
· Better Homes and Gardens
· Wired
· People
· Time
· Ninja Monthly
You never know where your next breakthrough inspiration may

come from.
What weird magazines could you check for ideas?

Be Yourself
Be yourself.
It is what people want.
It is the only way to be successful.
It is the only thing you can truly be anyway.
So be yourself.
Are you yourself with customers?
Take an Hourly Break
Give your brain a break at least once an hour. There is a reason that
most classes are scheduled to be 50 minutes long. Even if you don't
leave your desk, try to give yourself a mental break. It may seem like
you are playing hookie, but you will actually improve your
productivity by getting away for a break.
Have you had a break today?
Post Your Information
A lot of people are afraid to post their email, phone or address in fear
they will get spammed. Well here's the deal, you will get spammed.
The other side of the coin is that you want your customers to be able
to find you.
Particularly on the web, the only way people who don't already know
you can find you is if you freely share your contact information.
Some people have customers fill out a contact form. This is lame.
Post your information so people can call or email you right away. If
you get some junk mail that's just the price of doing business.
Do you post your contact information?

Get Ergonomic
Be ergonomic by making sure your work area is a good fit for your
body. How you sit where your desk is, how you set up your monitor
and/or workstation can make a big difference in how you feel at the
end of the day.
If you are having pain in your arm try a trackball mouse. I won't
compute without one anymore. And if you feel a little depressed, try
opening the window shade or installing natural lighting. These little
changes can make a big difference in how well you do you work and
how long.
Are you working ergonomically?
Use Emoticons :-)
Emoticons are emotional messages you can communicate with

keyboard characters. These are very handy when using email. It is
difficult to read a person's tone in an email, but a clever smiley on the
end can let the other person know you aren't miffed.
If you still aren't sure how they work, take a look at this and turn
your head to the left:
:-)
It's a face with 2 eyes, a nose and a smile. Still can't see it? Turn your
monitor clockwise 90 degrees. Just kidding ;-)
There are lots more on wikipedia.
How could you use emoticons? Have a splendid day! :-)
Have a Sense of Humor
Knock, Knock.
Who's there?
Grouchy business owner.
There's nobody home.
Who wants to deal with a curmudgeon who never jokes or cracks a

smile? No one. So lighten up and have a sense of humor in the way
you do business and communicate with customers. Whatever you do,

don't get advice from your lawyer first. They suck the fun out of
everything.
How could you be more playful with your customers?
Carry a Pen
Always carry a pen. You may need it to:
· Jot down your next million dollar idea
· To record important information (like at an accident scene)
· To get someone's contact info who forgot their card
· To look like a hero to someone else who needs a pen
There are some sleek models that fit in your front pocket. My
favorite is the Space Pen. Don't leave home without packin' some
ink.
How has a pen saved your bacon in the past?

Get Other People's Cards
If you really want to work with someone don't just give them your
card, get theirs. If you have their information you control your own
destiny and do not have to rely on their organizational skills to
contact you. If they don't have a card then write down their
information with the pen you always carry.
If you won't ask someone for their card, how can you ask them for
their business?
Do you ask people for their cards?
Have Cool Cards
If you are using cheesy clip art, razor thin paper or perforated print at
home sheets then you need new business cards. Have fun and
experiment. It's your card and you can make it however you want. If
your company makes your card, make your own set and hand them
both out. Just because your company is boring does not mean you
have to be.
Can your card be identified in a line up? Does it stand out?

Does it tell people what to do next?
Give Out Your Business Card
Don't be caught without your business card. You should have your
cards with you everywhere you go. You never know when you are
going to make that special connections with someone.
Sometimes I think I don't need my cards where I am going and

inevitably I strike up a conversation with someone and go scrambling
for a pen. Better safe than sorry so take you cards everywhere you go.
You'll thank me later.
How has being in the right place at the right time helped your
business? How could being prepared with your contact info on
your business card help you next time?
Don't Give Out Your Business Card
Have you ever been to a networking event and there is a guy going
around the room handing out his card. He'll come up to you, say hi,
ask your name and hand you a card.
Don't be that guy.
Relationships are not built on business cards. Cards are a handy way
to share vital contact info without writing everything down. BUT the
relationship comes before the card. If you are in a room of 100
people networking making 2 or 3 good connections is much more
valuable than handing out 100 cards to strangers.
Do you know the people you give your card too?
Use a White Board
Have you ever been in a brainstorming meeting without a white

board or some kind of shared device you can all see? It can be very
frustrating as to where you are and what was accomplished. White

boards are great because:
· You can all look up and stay on the same train of thought.
· It's easy to erase and start over
· The colored markers make it easier to throw out ideas than

writing a formal paper
· You can add to ideas and write in the margins
Even when you are alone a white board is a great way to sketch out
ideas.
Do you use a white board for meetings? Can you think of a

better tool to use than white boards when developing an idea?
Open the Window
Hey, let some air in there. Real life is not like the cheesy ads for
laptop computers. You probably are not sitting on the beach with
your computer. More likely you have been cooped up in your office
all day.
Open a window. Can't open the window or you don't have one in
your cubicle? Take a walk outside. It's good for you and what's good
for you is good for your productivity.
You need sunlight and fresh air on occasion. Did you know Vitamin
D comes from the sun? Take a walk and if anyone asks what you are
doing smile and say "gettin' some D, just gettin' some D..."
When's the last time you went outside, breathed fresh air or saw
sunlight?
Holiday Marketing is Boo-tiful
Take advantage of the season you are in to pitch your product. How
can people use your product for the holiday? Would it make a good
gift? If it is a service why not offer a gift certificate people can buy
for friends and colleagues?
Be creative. Besides the standard holidays there are seasons you can
capitalize on like:
· Sleds for a snowy January
· Kites for a windy March
· Umbrellas for a rainy April
· Ice cube trays for a hot August
Use your imagination.
How can you relate your product to the next season or holiday?
Have a list of FAQ's
Having a list of frequently asked questions, or FAQ's, available for

your customers can do wonders. This works particularly well on
websites where people are trying to gather some facts on their own
and can quickly get their questions answered.
Internally compiling FAQ's helps you determine what people ask the
most. You can then address these concerns up front in your
marketing. It is also great preperation for you sales people. If they
already know what people are asking the most they can be prepared
with some good answers before they make the call.
What are your FAQ's? Where do you post them for customers
and employees?
You Are Not Your Customer
Bear in mind when you create your marketing that you are not your
customer.
· Your customers don't understand all your jargon
· Your customers may be more excited about your product

than you are
· Your customers may be less excited about your product than

you are
· Your customers do not work for you
One thing I know for sure, you are more interested in your cool
Flash intro on your website than your customers. They want to get
the product or answer they need quickly, not watch a commercial.
Give people quick access to the bottom line or an avenue to purchase
and options to learn more or ask questions if they need help.
Do you design your marketing promotions based on what

appeals to you?
Make Sure Your Stuff Works
Does your stuff work? Do you use your own product? It's hard to
know if your stuff gets the job done when you don't use it yourself.
Most customers are more concerned with your product doing the job
than your advertising. A well made product is the best advertising.
Are you more concerned with advertising or making sure your

product does what it says?
Drive Nice
It amazes me when a car covered with advertising cuts me off. I don't

know about you, but I am less likely to call "Jerry's Plumbing" after
they just ran me into a ditch. So if you have advertising on your car,
or you just want to be an upstanding citizen, drive nice.
Are you a considerate driver? Do you have advertising on your

vehicle? Why or why not?
Get Testimonials
No advertising is better than a customer saying they like your

product. You may have all the answers and enthusiasm, but you have
a vested interest. People connect with other people so having a real
life human endorse your product on their own is gold. Make sure you
put testimonies:
· On your flyers
· On your website
· On your bookcover
· Everywhere you can
If you can't find anyone to give you a testimonial then your product
probably sucks and you have bigger issues than advertising.
Do you get testimonials? How could you integrate testimonials

into your marketing?
Clean Your Bathroom
Sounds silly, but if you have a client visit your bathroom and it is a
mess it makes you look bad. We don't like to think about bathrooms
but consider your own experience. Don't nice places and businesses
have nice bathrooms? Have you ever gone to a yucky bathroom at a
restaurant- kind of rough on the appetite.
In fact some countries are judged by their bathrooms. Would you

rather go to the bathroom in Swaziland or Canada? You can bet your
bottom dollar that having a nice bathroom affects the perception of
your customers whether it is conscious or not.
Is your bathroom tidy?
Enter a Contest
Why not enter your company, brand, product or promotion into a

contest? Put yourself up against your peers and see how you do. You
may win a prize which is good for morale and nice to tell customers.
If you lose, you can learn from the winners how to excel in your field.
What contests are there for your industry? Why don't you enter
one?
Transformation Tools
So how do you turn your transactions into transformational

experiences? Here are some interactive tools you can use to change
the relationship:
· Surveys
· Blogs
· Comment lines
· Asking questions
· Shaking hands
· Inquiring about topics beyond the business at hand
What tools do you use to interact with your customers in a two

way communication?
Transform Instead of Transacting
A common approach to business is to think of interactions with

customers as being this for that, quid pro quo, I scratch your back
you scratch mine. This may get you some short term sales, but it goes
nowhere in developing a relationship with your customers.
To thrive your interactions with customers must be transformational.

Sure you may be providing a product, but how can that product
affect other areas of their life? How can you provide that extra bit of
service that makes the product better? How can you allow your
company to be transformed through the interaction?
I bet I got you on that last question. For interactions to be

transformational you have to allow yourself to be changed too. Each
interaction is an opportunity to learn from your customers and do
better next time.
Transactional means no one changes, transformational means both

parties change.
How do you allow customers to interact with you? Are your

relationships transactional or transformational? What tools
could you use to become more transformational?
REALLY Give Stuff Away
Take your giving to the next level and give your whole product away.
I recently recommended to a client that they offer free downloads of
some of their book titles and the room was aghast. Why would
anyone buy the book when they could get it free? This was the
craziest idea they ever heard.
It is crazy in the old world of marketing and distribution where

companies guarded their possessions and trade secrets carefully. We
don't live in that world any longer. The world we live in has:
· Marketing Guru Seth Godin offering his book on his website

with three buttons- download free, download for a fee, buy
the book. Sales of his book shot through the roof- and
thousands paid for the download.
· Major label band Radiohead sells their latest record (if we still
call it that) on their site for download and you punch in the
amount you wish to pay- I put in $0 and that's what I paid.
· My buddy Scott Ginsberg offered a free download of his last

book on his website and saw sales of the printed version
300% higher than his previous title.
This is easier to swallow when you are talking about digital content
where there are few cost associated with additional downloads, but
there are ways to kick up what you are giving away to your
customers. Your customers are starting to expect it, and if you don't
do it, your competition will.
What can you REALLY give away, no strings attached? How

could this enhance your bottom line in the long run?
Give Stuff Away
The best way to find new customers- especially on the internet, is to

give stuff away. You are proving that you have your customer's best
intererst at heart and allow them to see what you are about risk free.
This works great if you are giving away information or advice. If you
are giving product away be sure to narrow your gifts to your target
market or you'll go broke. There are ways to give away part of your
product for free- free consultation, free book chapter, free shampoo
with haircut...
Humans are naturally reciprocal and will try to give you something
back. The ones that don't are the creeps you don't want as customers
anyway.
Give people a reason to start the relationship and make sure you are
good enough to keep them.
What could you give people to facilitate them giving you back a
chance at their business?
Your Customers Are Ignorant
Your customers may be smart, but that does not mean they know
everything about your business. Don't assume people know your
business as well as you do. Avoid jargon and acronyms and give 'em
the straight stuff. Even people that are technical appreciate
explanations in down to Earth terms.
Do you use technical terms or jargon in your marketing? How

can you re-phrase your terms to make them understandable to
the man on the street?
Your Customers Are Smarter than You Think
Your customers know a lot more than you think. Treat them like they
are intelligent decision making adults. Respect for their time and
intellect goes a long way.
Does your advertising talk down to your customers?
Help Your Customers Even If Your Manager Freaks
While working for the retail king of customer service Nordstrom, I

had the chance to go the extra mile for a customer. I left my
department in suits to use the little boys room and on the way back a
lady asked me about a shirt on a mannequin. Long story short I spent
about 45 minutes tracking down 3 of the shirts and gift wrapping
them for the woman.
I let my coworker in suits know that I was helping a customer and

would be back, but when my department manager found out she
reprimanded me for being gone so long even though there was not
one customer in our department the whole time. I'm still not sure
why my manager didn't get it, but I did and so I did what I thought
was right for the customer. Two months later the manager was gone
and I was still there.
Is it better for your career to really help customers or to listen to

managers that don't get it?
Start Conversations
Markets are conversations. Your job is to getting people talking about

your product and sharing it with their communities. The Internet
allows people to congregate and communicate on a massive scale.
Make yourself easy to find and talk about. If you have a good product
you will do well, if you are relying on fancy marketing campaigns and
slogans for a crappy product you are in trouble.
How easy is it for your customers to talk about you?

Give People What They Want, Even If You Don't Have It
If someone comes to your business looking for a product that you do

not have, help them get it from somewhere else. When I worked for
FranklinCovey I actually printed maps to other stores for customers
when did not have the item they needed. People were overwhelmed
by the service and it was not that hard to do. But guess where those
customers go first when they need something? That's right, they go
back to the FranklinCovey store because they know they either have
what they need or will make sure they get it.
How can you help customers find what they need, even if you
don't have it?
Listen
What if you went to a doctor's office and they started prescribing you
medication before they knew what was bothering you? What if the
doctor started asking: does your head hurt, do you have a sore back,
does your butt itch... before you could say a word. It makes no sense
to offer customers things they did not ask for or do not need. Ask
you customers want they want and then give it to them. It will make
you both happier if you listen first.
How do you listen to your customers?
Celebrate
Share your victories with customers. Let them know your milestones,
success stories, and anniversaries. Make them part of the family. And
since they are family celebrate the great events in their lives. Send
them a birthday card. It's more fun to work with family and friends
than strangers.
How can you celebrate with your customers?

Smile
Smiling is good for business. Customers love it when you smile, your
co-workers like you better and golly it just makes you feel good.
Do you smile at work? Give it a try and see what changes. Does
your day, and your business, go better or worse?
Create a blog with 365 posts
I suggested to my employer Joyce Meyer Ministries that they post a

daily devotion from Joyce on a blog, one per day. People could read
the blog, or get a new post/devotion via RSS or Email each day.
They are thinking about it, but I figured it was a good idea so why
not create a marketing/business thought per day myself.
The cool thing is this is my first post. I'm doing it now, and I only
have to come up with 364 more (or I guess 365 more since leap year
is coming up)!
Update: OK , so I only got to 188, but I think it turned out pretty

good :)
What could you blog about as a quick thought for your

customers each day?

188 Business Tips (And 300 Questions) To Get Your Brain Juices Flowing

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2 188 Business Tips (and 300 Questions) to Get Your Brain Juices Flowing

Table of Contents ................................ ................................ ........................ 3

Introduction................................ ................................ ............................... 17

Nothing Attracts a Crowd Like a Crowd ................................ .............. 20

Capitalize on Your Mistakes ................................ ................................ ... 20

Don't Fight Web Conventions ................................ ............................... 21

Don't Innovate on Navigation................................ ................................ 22

Key Web Usability Question: What Do You Expect To Happen?: . 23

Limit Choices ................................ ................................ ............................ 23

Give Customers Control ................................ ................................ ......... 24

Leadership is Influence ................................ ................................ ............ 25

Avoid Jack Ass Management ................................ ................................ .. 26

Integrate Your Marketing Tools ................................ ............................. 27

Pick the Right Marketing Tools ................................ .............................. 27

Marketing is Communication ................................ ................................ .. 28

Timing................................ ................................ ................................ ......... 29

Fast Enough................................ ................................ ............................... 29

Don't Get Fooled Again ................................ ................................ .......... 30

Have a Meeting Agenda ................................ ................................ ........... 31

Logos are International ................................ ................................ ............ 32

Use a Logo ................................ ................................ ................................ . 33

Turn Your Blog into a Book ................................ ................................ ... 33

Write an Outline................................ ................................ ........................ 34

Write a Book ................................ ................................ .............................. 34

Design is More than Making Things Look Pretty................................ 35

Don't Put Welcome on Your Home Page ................................ ............ 35

Don't Put Home on Your Website's Home Page ................................ 36

Have a List of FAQ's................................ ................................ ................ 36

Squash the Rumor Mill................................ ................................ ............. 37

Promote Features and Benefits ................................ .............................. 38

Colors Matter ................................ ................................ ............................ 39

Play for the Name on the Front of Your Jersey ................................ .. 40

Play the Game, Not the Scoreboard ................................ ...................... 41

Have a Clear Job Description ................................ ................................ . 42

Catch People Doing Something Right ................................ .................. 42

Manage by Walking Around ................................ ................................ ... 43

Put Your Book in Other People's Bathrooms ................................ ..... 44

Put Books in Your Bathroom ................................ ................................ . 44

Take Celebrity Photos ................................ ................................ .............. 45

Get Naked ................................ ................................ ................................ . 46

Use a Feed Reader/Aggregator ................................ .............................. 46

Figure Out RSS Feeds ................................ ................................ .............. 48

The Enemy of the Best is the Good ................................ ...................... 48

Say No ................................ ................................ ................................ ........ 49

Take a Braincation ................................ ................................ .................... 50

Create a Flow Chart ................................ ................................ .................. 50

Buy Your Domain Name................................ ................................ ......... 51

Do a Beta Test................................ ................................ ........................... 52

Start a Fight ................................ ................................ ................................ 52

Compromise Sucks ................................ ................................ ................... 53

Embrace Conflict ................................ ................................ ...................... 54

Think About the Team ................................ ................................ ............ 55

Start a Video Channel................................ ................................ ............... 55

Get Permission ................................ ................................ .......................... 56

Don't Spam ................................ ................................ ................................ 57

Start a Newsletter ................................ ................................ ...................... 57

Create Your Own Online Social Network ................................ ............ 58

Join an Online Social Network ................................ ............................... 59

Measure ................................ ................................ ................................ ...... 60

Write an Article ................................ ................................ ......................... 61

Vlog................................ ................................ ................................ ............. 62

Living is Not Enough ................................ ................................ .............. 62

Shine Your Shoes................................ ................................ ...................... 63