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Never, Never, Never Give Up – On Your Dream! Pt. 3

March 3, 2011 By 12 Comments

 

Dream Big To Reach Your Dreams
 

 

The long awaited ending of this story is here! I apologize for the wait, but above all I pray that my story will help, encourage and push you to never give up on your dreams.

Let's continue from where we left off…

Was There Any Hope Of Providing For My Family?

So, here I was baffled that our bank was foreclosing on our house and I had no job to speak of to pay our bills. As you recall, I lost my job in October of 2009. Up to the time when the bank told us they were going to foreclose on our home, I was earning income by doing computer repair and trying to setup a computer business.

I wasn't bringing in much, and my wife approached me one day and asked if I should apply for unemployment benefits. I didn't want to! 

Unfortunately, money was tight, so I reluctantly decided to apply for it online.

This was around late January 2010. The unemployment checks started coming about two weeks later and did provide a little relief financially. This gave me a little space to focus on getting more work and starting my business to better provide for my family.

The "System" Bites Back – Hard!

You have probably heard of the movie "The Matrix". I'm sure you understood the plot – about being caught up in the "System" and realizing that the world you are in isn't "reality" but all a part of the Matrix.

Well, we place ourselves in the "System" when we seek benefits from the "State" (Read government) such as unemployment, welfare, etc. Much similar to the Matrix. Stay with me here…

When I applied for unemployment, here in Michigan, the UIA (Unemployment Insurance Agency) will contact your previous employer to see if you qualify for receiving unemployment benefits. When I applied in January 2010 I was approved to receive benefits.

"So what is the problem?" you might ask. Well, in April of 2010, I received some correspondence from the UIA stating that my previous employer was appealing the UIA's determination for benefits. 

The gist of this process is that you can appeal twice to the UIA in writing to see if the UIA will repeal the initial determination. The UIA didn't, they replied to my previous employer that I was still qualified to receive benefits.

My previous employer persisted. This meant that I had to go before an Administrative Judge (who works for the "State" of Michigan) to plead my case to keep receiving benefits. I did some research on how to proceed and found out that I should be represented by a lawyer or someone selected by the State for counsel.

Being that I was already on unemployment (read poor house) I now had to pay an attorney to go to bat for me at this hearing so I can "keep" my benefits. What a joke! At any rate, I had to put my case together and be ready for the hearing.

The day of the hearing comes, I go before the Administrative Judge along with my previous employer to plead my case. It took about an hour of deliberation and then we left. The judge does not give an answer at the hearing. What they do is review what was said, look at evidence and then determine an action.

I received my letter from the Administrative judge a week later. Although, not a surprise, the judge overturned the UIA's original determination and I no longer was qualified for benefits. Not only that, I had to pay every cent of it back! Ha, ha!

That came out to over $9,000 dollars!!!

Whoa! How in the world was I going to pay that – when I was living off of what they just took away?

I contacted the attorney who I counseled with and he told me to send in a waiver of restitution to see if they will forgive the money owed. I ended up having to call the UIA, have them send me the form to fill out, filled it out and sent it in.

Two weeks or so later I get a letter from them stating that I didn't qualify for the forgiveness of the money owed. How nice of them!

They proceeded to send me "payment coupons" to pay for the over-payments made to me.

Facebook Leads To A Way Out – And Just In Time!

We are now somewhere in the vicinity of August 2010. I remember browsing on Facebook and I came across a lady by the name of Sandi Krakowski. Yes, the one with the pink hair! She was promoting a seminar in Indianapolis to bring a real change to your business and becoming successful doing it.

I believe I signed up for her 7-day WordPress video series. As a good marketer, she would send out follow-up messages to me and I was gulping them up. I kept on going back to her sales page for two weeks wanting to go to the seminar – but I just couldn't afford it.

One day I saw a post on Facebook, and she asked a question that if I could answer in four sentences or less what I would do if I had the chance to go to her seminar in Indy. She would then pick someone who answered and give them a gift.

Right at that moment, I said "This is my chance, fill it out!". So, I refreshed the Facebook page and I noticed that no one had answered yet. I jumped on it like hot on fries and gave her a short but specific answer and then I went about my day.

I got on her call that night and near the end of it she said that she had selected a winner from those who had replied to her post, and the winner is….

Patrick Whitson!

At that point I was jumping out of my skin (figuratively) and praising God that I won a ticket to Sandi's seminar that was coming up.

In the midst of all the bad, ugly things that were going on in my life, here was a chance to go get some education on how I can be successful in business from someone who has done it in the past and is doing it now.

That was the launching of my website marketing and design business.

Dreams Can Come True – I'm Living Proof They Can.

All along through the mess, the financial hardship and losing my home – one thing I always continued to pursue was starting my own business. 

Yes, like many, I wasn't exactly sure "what" I was going to do or how – but I did manage to make enough money from MY business to pay for the trip down to Indy and for the hotel stay there.

We had a "meet and greet" the Friday night before the first day of the seminar and I met some really great people – who were just like me. Wanting to make a better life, NOT just for themselves, but to help others. Some to help little babies, start ministries, or use their gifts to build up and lift up others.

Many of you (you know who you are) I have already worked with, and I thank you from the bottom of my heart for you wanting to use me to serve your business needs. I have met and worked with many more who were not even at Sandi's event – just through the relationships that came out of that group on that one weekend in Indianapolis, Indiana.

My business is moving forward and I am living my dream. Please don't misunderstand me though, I'm not where I want to be – yet!

But I am working on putting systems in place that will allow me the health, time and freedom to spend less time working in my business and more working on my family. 

It's an adventure my friends and it happens one step at a time.

Do you have a dream to start your own business? Tell us your story and how starting your own business has impacted your life by leaving a comment below. I look forward to reading them.

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Company News, Marketing Tips, Small Business Marketing Tagged With: , , , ,

Never, Never, Never Give Up – On Your Dream!

January 18, 2011 By 15 Comments

I want to ask you a question.

Have you ever had a dream to start your own business?

True entrepreneurship comes with a price, and yes, sacrifices have to be made to bring your "dream" into reality. Are you willing to face the demoralizing of your friends, family, spouse and children so you can step out and grab a hold of the horns of your dream and either start or grow your business?

Let me tell you a little story about my path to starting my own business…

When I was a young boy, oh, probably around 11 or 12 years old – when I would visit my dad on visitation weekends at the apartments where he lived, I would go down by the lake and start collecting all the returnable cans and bottles (in Michigan they are ten cents). I would place them in paper bags and then bring them back to my dad's place so he could take me to the corner store to return them for cash!

My biggest take was $50. If you're not aware, that is a lot of cans and bottles! :-)

Those times were exciting! Ever since that time I have always wanted to own my own business – I just didn't know exactly what kind of business I wanted to start.

The Beginnings Of A Bright Future

It's 1986 – the year I graduated high school. Now, I wasn't the brightest bulb in the box but as many of us are taught I decided to go out and find a good job and then retire in 30 years. So, I joined the U.S. Navy (without a career path) due to some good persuasion from my neighbor who also served in the Navy.

What was I thinking, right? Well, once I graduated boot camp and finished my basic training, I was sent off to my first tour of duty. The name of the ship was the U.S.S. Saipan LHA-2. It's what you call an amphibious assault ship. No need to go into all the details about ship life here, but six months into my tour, I decided to go into…computers.

If I think back, this was around the time just before personal computers took off. I thought to myself (well, actually I believe God directed my path) that computers were going to be the wave of the future – and boy was that an understatement! Look at our world today and how computers have transformed it.

Anyway, I did everything I could to learn as much as I could about computers and anything involved with them. In those almost seven years in the Navy, I learned how to repair, manage and program computers, build networks & help desks and train others on how to do the same.

In 1994 I was honorably discharged from the Navy and I immediately started contracting through technical staffing companies and did this for the next few years.

Sparks Of Entrepreneurship Are Heating Up

In the late 90's myself and a couple of co-workers of mine started a technology staffing company. This was my very first venture at starting my own business. My two friends were of indian descent and could not "legally" be on the papers until they had their green cards – so I became the face of the company.

Once we had all the paperwork in place and some form of marketing materials – we started contacting those we knew in the technical field who were looking to move into a position they preferred over where they were at, or where they could earn a little bit more money.

Within a few months, we had eleven contractors working at client sites such as Ford, Oracle, Detroit Edison and a couple of smaller companies. Our gross billings were in the five figures per month – and the dream I always had was coming to fruition, until…

One of our bigger clients was audited by the INS (Immigration Naturalization Service) and they closed the door to any sub-contracting companies (we were one of them) and stopped paying us for our contractors billable hours. Because this client of ours would not pay us, we had to dip into our Line of Credit to pay our contractors, bills and other expenses just to keep afloat – not at all what I expected.

Without going into deep detail, we attempted a merge with a mid-sized engineering company who had contacts within the big three automakers. We would come on and handle their technical side. Ended up the owner was a drunk, one of our partners left for a dollar more per hour (because we asked him to reduce his rate to help out the company during the merge as our billable hours were down since the audit) and things were sliding down hill – fast.

Ultimately, the company we started out with high hopes (my dream), crashed and burned. I ended up going to work for J. Walter Thompson as a database administrator and web designer (it was a great place to work) and later dissolved the company.

A Dream Turned To Ashes

Now, I'm working at JWT and things are going better now since the business failed. Making near $100,000 a year, I was able to pay down a lot of debt, pay off one of our cars and put some money away in savings. At this time, we lived in a mobile home park and we wanted out!

We couldn't afford any houses in the area as they were too expensive – the land too. My wife and I talked about it and we decided to find some land in the country so we could move our double-wide onto it and make that our home. We did exactly that. We got our construction loan and began the process of moving onto ten acres of land in the country.

There was a lot of work to be done, so I figured I would be the general contractor and coordinate everything to be sure it went the way we wanted it to go.

At this point, my good friend of mine that I worked with at JWT and I were hearing rumors of our department being eliminated. We were one of the larger departments that was mainly contractors (hourly workers). A few short months later, I was let go. It wouldn't of been so bad if it wasn't for that construction loan and ten acres I just bought, plus beings it was shortly after 9/11.

Another blow to the jaw and my dream!

Well, I decided that we should go ahead moving the house onto the ten acres we purchased. I would look for work, or go independent while we were having the construction done. Other than a few short-term contracts, I didn't have a whole lot of work for almost 2.5 years!

We eventually moved into the house a year later (2003). During those years I did what I could to pay the bills, but it just wasn't enough. Bill collectors were calling in droves and ultimately we had to go bankrupt.

I know, this isn't your typical golden pot at the end of the rainbow story. One thing though – I never gave up on my dream of owning my own business!

So don't give up on yours. Never, never, never give up!

In the next article, I will continue… see you there.

Filed Under: Marketing Tips, Small Business Marketing Tagged With: , , ,

Facebook: Are You Utilizing It For Your Business?

December 31, 2010 By
Facebook Profile

Ah, Facebook! Mostly everyone has heard and experienced the social network founded by Mark Zuckerburg way back in 2004. It first appeared on the scene as a way to get in contact with friends, old school mates or get caught up in the frenzy of Farmville, Fishville or many other games.

On a personal level, I've found it to be a great way to find family, old friends, people I went to school with, co-workers and like minded people who have similar interests. I didn't go there for the games (still don't play them) but more for the interaction and to see how others were doing.

Facebook Is A Traffic Giant

Over the past year, Facebook has really taken a front-row seat for small to mid-sized businesses and how they can utilize it to build, grow and nurture them. Of course, the way you present yourself and your business is different here then it is in the brick-n-mortar world. We're definitely not in Kansas anymore, advertising wise.

Here are some Facebook statistics:

  • Over 500 million active users
  • 50% of those active user log onto Facebook daily
  • 5 billion minutes are spent on Facebook daily
  • Over 500,000 applications are available
  • More than 3 million active fan pages
  • Each day, 20 million people become fans of Pages

What do you think of those numbers? Facebook is driving a mammoth amount of traffic (more than Google search) to profiles, fan pages, events, photos, etc. on a DAILY basis!

What Does This Mean For Your Business

It means that you have an opportunity to put your business, product, service, brand in front of where your target market is hanging out. The large portion of the demographics on Facebook are those who are 35, out of college and have discretionary income. They are looking for what you have to offer.

Facebook is a social network, and the key for any business wanting to market there is to provide good valuable content in the form of:

  • Videos
  • Articles
  • Links
  • Photos
  • Posts
  • Polls and
  • Reviews

Providing this kind of content on a consistent basis will allow others to share your content where other people will find you and want to know more about who you are. Be careful here, you don't want to have a majority of what you offer to be a sales pitch back to your own site. This will just cause a large portion of those who see your content to move on and find something else to look at.

Building The Relationship Is Priority

It's all in the relationship on Facebook. Think of it this way. You wouldn't initially introduce yourself to someone and then jump right into telling them how great your business, product or service is – right? Sure you wouldn't. Remember the old marketing adage, which still applies today:

What's In It For Me?

Take interest in that person first and find out what they like, what's their passion, do they have a family, etc. I stress here though – take a genuine interest in them! People can usually discern if you are doing otherwise.

Key: Build Relationships –> Give Valuable Content –> Overdeliver = $$

There are a few ways that you can start marketing your business on Facebook, but you want to start out the right way and take a step-by-step approach. The first and primary way, which we will only be covering in this article, is setting up a Facebook Profile.

Setting Up Your Facebook Profile

Many business owners – when they think about Facebook think of a fan page and believe that is the way to start building their presence on Facebook. Possibly, that is because you can have unlimited people like your fan page instead of the 5,000 limit on a profile. This would be the wrong approach to take – as your profile is going to build the foundation for you to be successful on Facebook.

This is the first place that people you are going to build a relationship with will visit to find out information about you. If you already are using Facebook and you have a profile setup that you use to interact with your friends and family, then I suggest you create a brand new profile for your business.

Here are some steps you can take to building a successful profile:

  1. Your Profile Picture – To present yourself in the most professional way you will want to put a professional photo of you as your profile picture. This makes you approachable and much more personal. The old adage applies here "First impressions matter!"


     

  2. Additional Information – To the right of your profile pic you will see the name you selected when you created your profile. Underneath that is a link "Edit My Profile". Click this to go in and enter additional information such as:
    1. Basic Information: Here you will enter your current city, hometown, birthdate, language and about me. In the about me section be sure to put some keywords associated with your business and focused on your target market.
    2. Education, Work, Philosophy, Arts & Entertainment, Sports, Activities & Interests, Contact Information – Fill these in with as much detail as possible. Share your passion as this will attract your target market.
       
  3. Photos – Share your travels, family, adventures, pictures with others of influence. This makes you real to those who are viewing your content on your profile.
     
  4. Adding Applications – If you read this far, you saw at the top of this article that Facebook has 500,000 applications that you can add to your profile. Browse Facebook applications. Here are some good applications that you can add:
    1. Skype Me
    2. YouTube Box
    3. Social RSS
    4. My HTML / Profile HTML
       
  5. Valuable Content – The most important key to have a successful facebook marketing strategy is consistently adding valuable content (related to your market). Anytime you add content such as photos, posts, videos and links it will be posted to your profile as well as the wall of your friends.

    That valuable content will draw people to find out more about you and what you have to offer. Later on down the road, when you are promoting groups, pages or events you will have a higher opt-in rate because of the reputation you've built up early on.

    If you are just starting out, aim for one post per day and be sure to post on your friends walls as well!

This should give you a good start on setting up a Facebook profile and adding the information needed to focus on reaching your target market as a business owner. It really boils down to relationships – finding them and nurturing them. Remember that!

Let us know how you are using Facebook to reach customers in your target market. If you haven't yet set up a profile page, what are you waiting for – Christams? I mean New Years – LOL!

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Marketing Tips, Small Business Marketing, Social Media, Social Networking Tagged With: , , , , ,

Social Media – Are You Participating?

December 28, 2010 By 1 Comment

The year 2010 will be known as the time when social media took off. If you are a small business wanting to market your products or services online, and you are not using social media – make it a priority in 2011!

You most likely have heard of Facebook. One of the more popular social media sites which draws in more than five hundred million users, of which, half (that's 250,000,000) are actively using, reading and socializing with their friends, families and looking for businesses to learn about products and services.

Here are some statistics of why you should be getting involved in social media:

  1. People are spending as much time in front of their computer as they are in front of the television.
  2. According to YouTubes fact sheet, people are watching two billion videos a day, and every minute, 24 hours of video is uploaded.
  3. The average Facebook user has 130 friends, connected to 80 groups, pages and events.
  4. The social networking platform – Twitter, is close to serving 200 million users.
  5. There are over 32 million people using WordPress to publish content – when they are not networking and socializing.

Are You Participating On Social Platforms?

My question to you:

Do you have a presence on these social platforms? If not, why not?

I've been learning how to use social media, networking and wordpress to create a broader reach to markets that I couldn't of otherwise reached without these platforms. Things are a changin' on the internet. The way people influence, reach, purchasing behaviors and the ways they find and consume content.

Being Social Gets You Noticed

If you have a website or are using WordPress for your small business site, do you have a way for others to share your content on Facebook and Twitter? You never know when someone who has been stopping by your site will like what they read and blast it out to his network of peeps.

The key to this is being consistent. My friend Sandi Krakowski over at A Real Change put out a social media tip that deals with this exact thing. One of the great things about Sandi, is that she knows how to use social media. She has used it very successfully in 2010 to build a thriving business for herself and others.

Have you had your business actively involved with social media this past year? Let us know your experiences and how you have done with it in 2010 by leaving a comment below.

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick WhitsonPatrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Marketing Tips, Small Business Marketing, Social Media, Social Networking, Wordpress Tagged With: , , , , ,

#1 Reason Why People Don’t Succeed

December 17, 2010 By Leave a Comment

Something different today for you. As we approach Christmas and the New Year we begin thinking about what we've accomplished over the past year and how we can make the next year more successful. Whether you want to make smaller or larger strides in your life or business, this article by Troy White will resonate with you to charge on, don't stop and go for the gusto!

This article will make you ask yourself:

  1. Am I really committed to my business and improving my life?
  2. Have I stuck to the basics? If so, am I continuing to grow those basics?
  3. Am I enjoying my successes when they come?
  4. Have I quit? Or am I reaching higher and higher?

Enjoy reading the article, and post your comments and experiences about your business or life that have made an impact for you and that could help others on this same road.

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My Tae Kwon Do Black Belt
and the Zen of Success

Fellow Business-Builders,

My name is Troy, and I’m a junkie … a martial arts junkie.

In the past eleven years of my life, I have been involved in one form of martial arts or another.

From the year of Karate I took in ‘96 when living in Dallas … to the five years of Kickboxing and Muay Thai when back in Calgary.

Last Saturday, I passed my first Dan Black Belt test in Tae Kwon Do.

 

My first Black Belt at 42 years old … exactly 26 years older than the eldest of my co-testers. There were eight of us testing, and everyone was 16 years and younger (two of them were ten  … getting their black belt!).

There are sometimes fast track systems that get you the ’same’ end result.

Some schools I have seen say you can get a Black Belt in a couple years. Intensive training they say is the key. The training part most definitely true. (you can also buy a Black Belt online for $40 without any testing, just saying)

But getting a Black Belt in two or three years is not similar to training just as hard, but taking four or five years of training to test for Black.

Some schools pride themselves in putting out as many Black Belts as they can, others pride themselves in putting out far fewer, but more disciplined. I have been in all three environments: The Karate school offered a two-year Black Belt option. The Muay Thai school rarely tested at all – in five years I only tested a few times.

Yu’s Tae Kwon Do where I train?

  • 4.5 years of membership.
  • 3-5 days a week consistent training.
  • Ten individual tests for different belts.
  • Over $6,500 invested in tuition, testing, sparring gear, uniforms and shoes.

For the Black Belt test I just passed, I had to:

  • Know intimately the eight different Poomse (patterns) that signify the level of training you are at – each pattern has 18-22 or more moves.
  • Know 70+ Korean words.
  • Do a one-page written exam on my experiences in Tae Kwon Do and what the sport means and philosophies are.
  • Be able to perform the 30 different self-defense moves, and the eight different one-step sparring moves.
  • Break a 2" brick with my hand (ouch).
  • Do a flying side kick over the backs of three people squatting down and break a board at the other end (for a guy my size!).

I did it.

I loved it.

But I learned a LOT about success during my martial arts training.

It is as appropriate in business as it is in martial arts:

  1. The #1 reason why people don’t succeed? Lack of commitment. It’s that simple. I saw people come and go throughout the past four years … very, very few of them stuck around. Most tried it out for a month or two and moved on. And yet, Grand Master Yu, the owner of the Dojang I train at … is testing for his 9th degree Black Belt this week. It has taken him four decades to get this level. He was one of the referees at the 2008 Bejing Olympics and is highly respected in the World Tae Kwon Do Foundation. Now THAT is commitment. Much like the masters who share their wisdom here, Clayton Makepeace, Drayton Bird, Gary Bencivenga … collectively, their commitment to the craft of writing is well over a century!
  2. Success is a solo act. Through thick and thin – injury and laziness – good times and bad, you have to show up and do what needs to be done. I have broken bones, pulled far more muscles, felt like crap but kept on going to class and working out. 75% of the time I train … I am the ONLY one who shows up for class (which is why I LOVE going during the lunch hours … it’s like private lessons as I’m the only one there!). You need to just know when a good job happened, without need for external validation from someone else saying "good job".
  3. It’s very much about the basics. Without absolute mastery of those, it is impossible to become more advanced. And yet most people won’t even give the basics a chance. They get bored, or anxious, or just lazy. They want to try something new, yet haven’t even come to a remote understanding of the most basic of lessons. It’s about doing the same thing 1,000 times, maybe 10,000 – only then does it start to truly feel natural.
  4. Those who are more experienced DO deserve more respect than others. They have been where you are, failed far more times than you have, and have put in far more hours mastering their craft – they deserve respect from you, or you don’t deserve to play the game. There is a good reason colored belts bow to the Black Belts in martial arts.
  5. When breaking the brick you have to be hitting through the brick … not at it. Go bigger than what you would think. When breaking two or four bricks, you don’t aim for breaking the top brick, you aim for breaking the bottom brick. Unless you hit it right where you want it, it won’t break. There was a little guy testing on Saturday, ten years old and the physical size of a seven-year old, who couldn’t break the board with his hand. He kept whacking that thing over ten times. Finally, it broke. Sometimes it takes ten good solid whacks at it to get scared or pissed off enough to break the damn thing.
  6. It’s never too late. Look, if a 42-year old guy like me can outshine all the young ones not committed enough to stick with their training long enough … what can you do? I have no plans on stopping, and will continue on through the more advanced levels of Black Belts, at least until my body tells me ‘enough!’.
  7. Learn to LOVE that adrenaline rush. Sometimes you get it from a great workout. Other times it is when you knock off your best sales letter yet. Get in tune with the feeling you get when in the ‘flow’ and constantly be on the lookout for opportunities to get that feeling back.

I have been looking forward to writing this article for some time. Realizing it isn’t all about marketing and sales copy … but it is about reaching higher and higher and constantly pushing yourself to greater levels of success.

We have a New Year almost upon us … and there has never been a better time for you and I to think bigger and do more grandiose things in our lives or businesses.

Hoping my bumps, bruises and pulled muscles have a few things to share about reaching the next level of success.

I am not stopping here … I hope you aren’t either.

To your success,

Troy White Signature
Troy White 
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

 

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick WhitsonPatrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Local Internet Marketing, Marketing Tips, Small Business Marketing Tagged With: , , , , , ,

Using Stories To Market Your Small Business

November 20, 2010 By 2 Comments

I wanted to take a different route this week from my regular newsletter and thank each and every client, newsletter member and visitor for your feedback and reading my newsletter on a weekly basis. My business would not be where it is today without you – and for that I am thankful.


Today's article is by Troy White, an awesome copywriter and small business coach. Here he outlines superbly on how small businesses can use stories to sell more products and services. This is great advice and one that I am going to improve on in the future for my business.

Take some time and read it, implement what he says and see your business grow.

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Fellow business builder,

Don’t you just LOVE finding a great story telling example?

Saddleback Leather is one of my newest finds.

It all starts with their main page headline: “They’ll fight over it when you’re dead”



You just know you have found something special when you see a beautifully designed site, with a headline like that!

So, being a story loving geek like myself, I have invested FAR too many hours reading through their site. I have yet to buy one of those amazing bags, rest assured I will be though.

You can spend the hours on their site like I did (which I recommend), but I have also summarized some of the best parts.

Why?

Because they GET how to use stories properly.

They are masters at using a great story to differentiate themselves, to compel their prospects to spend time with them, and to sell high priced products without fear.

First, they list their competition (with links) on their website. How much more confident can you be in your advantages? They don’t hide the list – it is prominently displayed right on the main page. They are proud to show you what else you can get from the others… because they know that none of them have quality or great story telling that can come even close to their own.



Would you list your competitors? What changes would you need to make to feel confident enough to do this?

They have a special section called Leather 101. What I love most about this is that they explain something that their competitors take completely for granted. They educate their buyers on what to look for when buying products – changing the buying criteria to suit their own business. Any time you can educate your clients on HOW to buy your product and how to COMPARE it to inferior products, you have entirely changed the buying process. Which means you win.



Are you taking it for granted that your prospects know what to buy and how they should compare? It’s easy to think everyone knows as much about your products as you do – but they don’t.

They have fascinating information on the most mundane pieces of their product: “You’ll find that most trendy pretty boy bags are lined with a cute shiny fabric. Once that tears, say goodbye to your pens and loose change. This bag is lined with solid whole pieces of suede or pigskin. Pigskin has the highest tensile strength rating of all leathers (second only to kangaroo) and suede is what cowboys and ranch hands use on the outside of their chaps; the more it gets rubbed, the harder it becomes.”

What ‘boring’ parts of your product or service could you invigorate and embellish to make it one of your competitive differentiators?



Turning ‘faults’ into competitive advantages: “Actually, scarring is a common feature, and for some of our customers the more scars the better…the scars give the bag more character.”



No one is perfect. So why pretend to be? You will get called out eventually, so you are much better off showcasing your faults as a differentiator. Story telling is a great way to show you are human and are just as messed up as the next guy or gal.

The subtle use of humour: “the best hides for our purposes (i.e. creating the best leather bag possible) are the female pig hides (girls just have better skin) and, so, our pigskin products will sometimes have various scarring patterns. We refer to these as ‘love scars’.”

Their customers like to express their devoted love in humour as well:

“These bags are worse than crack…

You sure you’re not putting a little

somethin’ extra in this leather?” 

- Alicia Bird

“She told me I could sleep with her OR the bag.

I will miss cuddling with her but I will adjust in time!” 

- Matthew C. Weyuker – April 8, ‘08



“I’ll be clutching it in my cold, lifeless hand as they lower me.

The kids can have the loot instead.” 

- John Lochran – Sept 18, ‘08

Using humor to show off your personality is a great way to win them over… but be careful you don’t cross any lines that take it from funny to offensive.



Give free helpful hints that have nothing to do with your product directly: “Always carry a 6-pack of Coca Cola while driving in Latin America. Pop one for yourself and then offer one to the cop when he first approaches and he should let you go without asking for a bribe. The culture teaches that it’s impolite to refuse a gift. If he doesn’t accept it, you’re toast. Negotiate your way down to $5 and go on your way.”

Many of their clients are travelers, so it only makes sense that they share travel tips (his blog is PACKED with tips on traveling with kids, dogs, and spouses).

What else could you/should you be sharing with your customers that compliments what you do – but has nothing for sale?

Teach them HOW to buy: “Pick the one that fits who you are. I’ve observed what the bag owners tend to be like based on the color they have chosen over the years. The category below that fits you best is probably the color you’ll enjoy most. You’ll be amazed at how it helps you decide. Remember, your first inclination is usually the correct one.”

When you give your customers options to choose from – do you show them how to select the best option for them? It is an easy thing to do – but few people do go to this extreme.

Mix in some memorials to your favorite pet(s) who have passed on, or are still in your life now: “His life was far from dull. He was killed in a car wreck in an ice storm and revived, run over by a car (by me), knew more Spanish than most of my friends, was stolen once (I got him back), had an active romantic life (60+ puppies in Acapulco, Puerto Vallarta, Mexico City, Oregon, Texas, New Mexico, Cd. Juarez and probably a few places I don’t know about), swam in 23 states, ate lots and lots of people food, and slept out with me under the stars hundreds of times. I suppose one could say that he lived a Dog’s Life.”

I love his entire dedication to his dog Blue. Blue passed away a couple years ago, but Dave (the founder) makes sure Blue is not forgotten. Blue was his right hand man, and his best friend throughout his travels.

Everyone loves a great animal story – why hide the fact that you love animals? Share your best friend story and your fans will love you for it.

Extreme guarantees. Nothing beats an unbeatable guarantee: “All of our products are fully warranted against all defects in materials and workmanship for 100 years. If you or one of your descendants should have a problem, send it back to me or one of my descendants and we’ll repair or replace it for free or we’ll give you a credit on the website (be sure to mention the warranty in your will).”

I would bet that his competitors come nowhere close to a 100 year guarantee (I tried looking at his list of competitors – but got bored very quickly). So what kind of outrageous guarantee could you offer like this? I have a Crazy Canuck -32 Degree Guarantee coming out soon – watch for it :o )

That is just a start!

As I said, I have spent a LOT of time on their site and have fallen in love with their story and their products. I would bet (based on the comments I see on their blog) that many people stumble on their site in their search for bags, and never leave empty handed.

Ultimately, you and I want the same thing – a devoted base of clients who write us testimonials like this one from the Saddleback site:

“It’s no longer about buying a bag;

it’s about subscribing to a community.”

- Christopher Proctor – Nov 9, ‘07

We all want to build a community like this, and Saddleback Leather has mastered the use of stories to build an indisputable advantage over all other leather bag makers out there.

Make it about the community and the experience… not all about the products and services.

Spend some time on their site and see for yourself – story telling IS the way to differentiate yourself in the market today!

To your story selling success,

Troy

This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

 

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick WhitsonPatrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Marketing Tips, Small Business Marketing Tagged With: , , ,

Local Dentists & Dental Practices – Are You Being Found By Your Patients Online?

November 8, 2010 By Leave a Comment
Local Search Online

 

Local Dentists & Dental Practices – Are You Being Found By Your Patients Online?

By: Patrick Whitson

Local Search Online
 

"Am I being found online by my target patients?" should be a question that every dental practice needs to be asking – especially in today's economic downturn. The truth is, most experts are predicting that if you are not easily found online or even have your dentist practice online, that you may be OUT of business in the next 3-5 years.

That's a sobering thought – isn't it? 

Why Your Dental Practice Needs To Have An Online Presence

Because your patients are going to Google, Yahoo and Bing to search for the treatments they need – such as "your city dental implants" or "your city cosmetic surgery". Google, of course, being the 800lb. gorilla in this marketplace. Let's take a look at a couple of hard facts:

- There are 51 million searches per month for DENTAL SERVICES
- Only 14% of those searches come from the phone book
- 39% of people who use a search engine to find a local business are looking for medical/dental services
   (Nielsen/WebVisble)

Another way to say that, is for every one time someone opens the Yellow Pages there are 3,387 searches for local services on Google. Don't you want to be in front of that traffic? I know that you do as that would bring in more patients to your practice.

Through research and study, I have been hearing that many dental practices are on the brink of going out of business or they are struggling to get new patients in the door – consistently. This poses the question "how can your dental practice be found online ahead of your competition so that you can grab the lions share of the patients?"

Your Biggest Source For Patients Finding You

There are a plethora of ways to make sure that you are being found online. There is the social media, video, articles, search engines and directories. Utilizing all of these should be a part of your online strategy. But there is one source where your prospective patients turn to when they are searching for dental services – the search engines.

A large portion of people go to Google, Yahoo and Bing when they are searching for local services. It's quite easy to start up your browser, type in google.com and enter what you are searching for. If, for example, you were looking for a dentist in Dallas, Texas you would see that people are searching for dentist or dental services over 12,000 times per month. That's just in the Dallas area!

As you can see, the search engines are the source which people use to search for services locally, and what you want to be able to do is put your dental services in front of them when they are read for what they are seeking.

What You Need To Know To Get Your Dental Practice To The Top Of The Search Engines

Once you understand that search engines are the source of you getting new patients, you will need to implement an online strategy so your practice will be found when people search for dental services. Outlined here you will find three ways you can do that:

1) Build a website - In order to be found online you need to have a website that is the central "hub" of your dental practice. If you are a dental practice and you do not have a website, I highly recommend that you take that leap and do it now. This gives you an online presence that provides a way for your prospective patients to learn and know what you offer them (Read: What's In It For Me). Your website will also be tailored to your employees and vendors as well. 

If you already have a website, then congratulations! But is it performing the way it should – meaning are your prospective clients finding you for the services they want, or are they finding your competitor.

2) Get on the map – The map? Yes, Google, Yahoo and Bing offer a local listing resource where you can add your dental practice. When people search for "your city dentist" (or a variety of other terms) and you have properly setup your local listing, your practice will show up on the map at the top. This allows you to get found for the more competitive searches such as implants, cosmetic and sedation.

The most popular of these local listings is Google Places. If you are not showing up here, you are losing out on patients every month.

Just recently, Google has changed how local listings are displayed on their search engine. Go read this in-depth article on how this is going to change local search drastically.

3) Focus on marketing - Any business, if it is to survive needs to market. It's the lifeblood and source of consistent income. Your website and local listings have to be marketed on a consistent basis – or you will not be found. And being found IS the goal. You can do this by properly optimizing your website and local listings, creating content through video, articles and other online properties that bring traffic to your website.

This gives you a quick run-down of what you will need to do to get your dentist practice to be found online and bringing in new patients within a short period of time. It's not the whole enchilada that you should be doing, but this is the foundation to get you in front of those prospective patients that want what you are offering them.

Take this information seriously as it will help you become the premiere dental practice in your area. Please leave a comment below and let us know how your online presence is coming along.

 

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I'm here to help you build a successful and growing business using WordPress and online marketing efforts. Please connect with me on Facebook. You are what makes up Lapeer Website Design!

Patrick WhitsonPatrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Local Internet Marketing, Local Search Engine Marketing, Local Search Engine Optimization, Local SEM, Local SEO, Marketing Tips, Web Design, WordPress for Small Business Tagged With: , , , , , , , , , ,

Local Internet Marketing – Most Important Way To Market Your Business

October 21, 2010 By 2 Comments

How The Internet Is Changing The Way Consumers Find Local Businesses

By: Patrick Whitson

 

Introduction

When the internet first began to grow in popularity, it was generally thought to be a means of connecting people from around the world, to share data and information, and to improve communication. As these things became second nature, big businesses grabbed onto the notion of the internet and took it to a whole new level. Soon every major corporation had an online presence, and even the most traditional businesses were forced to embrace the new technology. With millions of people on the web every day, and the internet now a trillion dollar industry, it would be foolish not to try and harness this new technology to your advantage.          

People used to think that the internet could only really be utilized properly by large companies with huge marketing budgets. In 2000, millions of dollars were spent on both online advertising and offline advertising trying to drive people to certain websites. This was never going to be a particularly viable business model, because the internet simply hadn't grown enough to accommodate such huge spending. Suddenly everything fell apart, and in the wake of the dot com crash, it seemed that even big businesses were going to struggle on the internet.

Over the last few years, however, things have changed dramatically. Technology has improved, the internet has become more popular, and big businesses are now much better placed to harness the power of the internet. It is now the time for a new internet generation to really flourish, that of the small business.

Everyone using the internet these days is familiar with search engines and browses various websites regularly. Because of this, there is less emphasis on being a household name, and as long as you have a strong online presence, someone is going to find your business. As more and more people search for local businesses, rather than major chains, there is clear potential to dramatically increase your business prospects.

There are various ways you can do this, and we'll look at the different marketing strategies that can be used to take your business to the next level. There's a myriad of consumers out there who want to find your product or service, and the internet is the best way for them to find you. If you can build a stronger online presence than your other local competitors, you've won a major battle and can look forward to a profitable future as your business grows exponentially.

Every day, new people discover the internet, and they could be right next door. Instead of only being used by college students and the younger generation, the internet is now a powerful tool to find almost any customer base you could think of.

Building an online presence

Your first port of call when building your online presence will probably be to build a website to showcase your business. All you need is a simple website which will give clear information about the product or service you provide. There's no need to fill you website with pages and pages about the industry your business is part of, because this just isn't interesting to the people visiting your site. The important thing is to appeal to your audience and make sure you answer any questions they may have through the content on your website.

Building your local business website isn't necessarily about breaking the mould, it's about proving to people that your business can be trusted, and the best way to do that is not to fill your website with boring copy and an uninteresting history of your company. If you look at big businesses, they have all recognised that they can't be overly serious with their online presence; they have to appeal to a number of different audiences. Therefore, they've created much more diverse websites that generally speak in a slightly more informal tone, in order to build up rapport and trust.

As we can see from the graph below, building your website can have a fantastic effect on your potential customers.

Local Internet Marketing

Harnessing the search engines

The most popular way for someone to find a website is by going through a search engine. Google is the most popular, so it's important to target their results more than other search engines. Here are some incredible stats about search engines that you may not know:

    * 75% of Americans use search engines on a regular basis.
    * 56% of all Americans using one every single day.
    * 40% of all search engine searches are for local businesses and services.
    * 54% of Americans regularly use the internet instead of the phone book to find local services
    * 92% of all local searches will eventually convert into a sale

The whole search engine industry used to be about very short “keywords” that would lead people to finding the website they were looking for. Everyone used to simply type things like “New York Rea Estate” into a search engine, check out the first few results and then make a decision.

However, these days consumers are becoming much better at searching with Google, so keywords have progressively become longer in order to return more relevant results. For example, instead of just “New York Real Estate” which may give us some good websites for that keyword, we might be looking for something a little more specific.

Therefore, we might type “New York Low Price Apartments”. The reason we would do this is because we're fed up searching through websites that don't offer us the chance to see any low price housing, so we're searching using Google rather than simply clicking on various websites.

This sort of mentality has revitalized the world of small businesses online. Instead of just searching for a product or service, people now search for a niche product or service in a particular area. This means that, instead of massive chains dominating the search results, small business websites are flourishing.

Local Internet Marketing is something that requires a great deal of experience and expertise. Without it, you simply aren't going to know how to get your found on the front page of Google when local customers search for your product or service. The competition won't be that fierce considering you will be competing for more specific keywords, but you'll still need to be able to those local consumers to succeed.

With more people moving towards local searches, you're going to need to target your Internet Marketing to specific keywords and areas. If you fail to do this, you'll be competing with the major players in your industry nationally, and it's a battle you almost certainly won't win. The graph below shows the massive increases the local search industry is seeing.

Local Searches

Building a captive audience

When local customers start searching for products or services in their area, they will most likely be very clear of their intentions. They are generally ready to buy. One of the most powerful parts of internet marketing is the ability to build a relationship with someone without ever having spoken to them directly.

By allowing consumers to find in different locations throughout the internet, you can be sure to reach a wide ranging audience, all of whom will be interested in your product or service.

As we can see from the graph below, the internet is an incredibly effective way of selling your product to a potential customer. Never before have businesses been able to communicate so well with their potential customers.

Local Search Sales ROI

Being found on the internet

People use the internet in very diverse ways, and you can't possibly hope to capture every single person who might be looking for a product like yours. However, you can make it extremely easy for people to find your business by being prominent all over the internet.

With so many different types of content, and various ways of receiving information, there are limitless possibilities for marketing your website on the internet. Whether this is in the form of local business directories, online classifieds or videos about your product posted on popular websites, you're sure to find people who are looking for your product or service.

Internet marketing is essentially about being “found” online by the people who will become customers. They will be looking for what you are selling, and so you have to make it as easy as possible for them to find you. Your business should be all over the internet; in classifieds, directories, search engines, and once this has been done, there'll be a flood of people wanting to do business.

Building links to your business

One of the most important parts of Internet Marketing is listing your business on websites with high levels of traffic that will give you the best opportunity to be seen by local customers, and therefore make plenty of sales.

There are actually local directories on the internet that showcase only businesses in a particular area. These are excellent resources for you to use because they allow your business to be shown in a highly targeted manner. Local directories also tend to be used by people who are struggling to find what they're looking for, so if your site is listed properly in the right categories, then you're bound to entice people towards your business.

Conclusion

As we can see from the graph below, the internet is dominating the way that people find local businesses. The graph shows the breakdown for the primary source of finding local business information:

Finding Local Business Information

As we've seen throughout this report, the internet is taking over as the most important way to market your business. If you embrace it now, your business will survive and probably flourish even in the most difficult times. All of the data and statistics should tell you everything you need to know, and given that local search has only become truly popular in the last few years; it is likely to grow even more in the future.

There are so many different ways of building up a good online presence that you can't fail to succeed. By putting your business in front of a highly targeted audience, the profits are almost guaranteed.

Are You Putting Your Local Business In Front Of Your Target Audience?

Tell me your experiences (good or bad) about marketing your local business using the internet. If you need help marketing your local business online, I'm here to help.

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I'm here to help you build a successful and growing business using WordPress and onilne marketing efforts. Please connect with me on Facebook.

Patrick Whitson Patrick Whitson has spent more than twenty years in the computer field programming and designing web sites for such companies as J. Walter Thompson, Ford, MSX Intl., White Castle, Delphi and many small to mid-sized businesses. Moving out of corporate America, he decided to work specifically with local businesses to help them market online using their own website. He has worked with many small businesses and is seeing them grow and bring in more customers with Lapeer Website Design.

Filed Under: Local Internet Marketing, Local Search Engine Marketing, Local Search Engine Optimization, Local SEO, Marketing Tips, WordPress for Small Business Tagged With: , , , , , ,

Are You Using Google Maps for Your Local Business?

September 23, 2010 By 1 Comment
Local Business Center

Google Maps has quickly become an important traffic source for local business.

Local Business CenterIf you are a local business and you are not listed on Google maps, you are missing out! Studies have shown that the first source that your prospects will go for local business information is an internet search engine, with google being the 800 pound gorilla, most start there.

Consumers are going there to do research on restaurants, stores and service providers BEFORE they buy. If your business is showing up as one of the top seven in the maps, it's seven times more likely that your business will gain a new customer.

If you don't show up? Well, I can bet you know the answer.

Is Your Business Listed in Google Maps?

Google populates the local business listings from sources such as the yellowpages, superpages, insiderpages, etc. These listing are typically unverified by the business owner who is responsible for claiming their listing before they can make changes.

If you are a business owner who has not claimed your business in Google Maps, go CLAIM IT NOW! If you don't claim it, your listing could get hijacked by a competitor, spammer or a crook. Claiming your listing will prevent this from happening. If your business is not listed because you are not in a phone book or an online resource that google is pulling information from, you can add your business to the listing.

Although, we will not be covering how to do that in this article, you can get access to a 3-video series valued at $97 called Google Marketing Secrets, which will step you through the process along with tips on how to get ranked high in the Google Maps.

The Importance of Google Maps and Local Search

Whether you are a business who sells products or services, you need to be found online. If you don't have an online presence yet I then I encourage you to start with your Google Maps listing. Adding your business to the map (if done correctly) will bring you instant exposure and get your phone ringing with new customers.

Remember that I mentioned research by consumers earlier? Well, if you are coming up high in Google Maps they can find the following information about your business:

  1. Business Name
  2. Address
  3. Phone Number
  4. What products and services your provide
  5. Any specials you are offering with coupons
  6. Photos
  7. Videos

That kind of information comes in handy when a consumer (read buyer) is researching a product and/or service. Will they buy from you is the question. The answer is yes if you have compelling enough "data" to get them to take action and call your business or visit your website (that's known as a Call To Action in marketing terms).

Lapeer Plumber ListingIf you have a website (that's a good start) then you can show up in the organic results as well and have both a Google Maps listing and an organic listing for your business.

That is what we call a double whammy or multiple listings in the search engines.

The organic search listing is what displays below the map. The search engines will show up to ten listings below the map area, but there are occasions where some organic listings show above the map and then the remaining listings below.

There Are 10 Billion Unique Searches Per Month Online

That's just Google. On Yahoo alone, there are 100 million unique searches every month. 40% of those queries are done with local intent in mind. Both Google and Yahoo, combined with Bing (MSN) have made dramatic shifts toward local search.

The huge up and coming shift is – MOBILE. There are five times as many mobile users than internet users and they are utilizing their phones to locate local merchants to do business with.

Where do you think the mobile searches are going to get their results from?

Yes, from Local Search Engines. Where you need to be!

The potential to attract new customers via Local Search is enormous.

Don't wait for the train to pull away from the station – hop on now and get your business listed on Google Maps to get exposure.

Filed Under: Local Internet Marketing, Marketing Tips Tagged With: , , , , , , ,

Lapeer Business Owners – The Biggest Asset That You Already Have!

August 6, 2010 By Leave a Comment

If you have a business, whether it is a small business or a large one, you might not be taking advantage of the biggest asset that you can have. And the craziest part is that you might already have that asset!

The asset I am talking about, is a website.

If you have a business, you most likely have a website… Or you plan on having one soon — This is 2010 you know! Let’s assume you have a website.

Did you know that if you’re not capturing your visitor’s email addresses on the homepage, you can be missing out on thousands and thousands of dollars each year?

By having a mechanism set up where your visitors enter their first name and email address in a lead capture form on your homepage, you can use a simple software application to build your home list of subscribers. Over time, you will have thousands of subscribers on your list, and you can send them ALL an email at the same time whenever you’re having a sale or a promotion of any kind. Internet marketers constantly say, “The money is in the list” and it couldn’t be any more true. By building a database of your customers’ email addresses, you can:

1. build a relationship with your clients
2. build customer loyalty, and best of all —
3. keep in touch with them about upcoming sales, launches, promotions, etc.

Everytime you send an email to your entire list you are likely to get a satisfactory response. Statistics show about a 2% conversion rate on average, meaning for every 100 people you email, you will make 2 sales, or 2 people will take advantage of your offer. Here at Lapeer Website Marketing & Design, we specialize in setting up lead capture forms as well as other internet marketing services that can help take your business to the next level, or get you more exposure online.

Are you taking advantage of your biggest asset?

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