business relationships

Posts Tagged ‘business relationships’

Confidential Marketing

Monday, August 9th, 2010

How much of your business is a secret?

In the way that many business owners separate their marketing from their actual day-to-day business, I think that most of what goes on at a place is secret. In other words, there’s the face of the business, the part that customers see. And there are the hands of the business, the part that does the actual work.

The hidden parts aren’t necessarily bad. They might just not be part of what the owner sees as the customer experience. But then, for almost every single small business in existence, why have them at all? Especially with the options that are available today. What you’re hiding, a competitor is showing, improving, and turning into marketing.

It makes me wonder what has to be hidden. If I wanted to find ways to improve my business, looking at what’s hidden would be a good place to start.

Tags: Ben Curnett, business relationships, business trust, Digital Marketing, ideas
Posted in Digital Marketing | No Comments »

What Sesame Street Can Teach Us About World Domination

Friday, July 9th, 2010

I love Ernie. I’m not afraid to say so, either.

This morning I read Good Night Gorilla to my daughter. If you’re not familiar with the story, Mr. Zookeeper says goodnight to all the animals as Gorilla (and Mouse) quietly release all the animals from their cages.

Here’s the thing: Armadillo has an Ernie doll in his pen.

Ernie, and pretty much all of Sesame Street, is ubiquitous. They’re everywhere. And they got there by being symbols of good, reliable, interesting, helpful content.

Do you remember life before the internet? Well, there was this invention called television, and on this invention they showed shows. Every day, you could tune in to Sesame Street and get songs, games, goofs, and smarts. Every. Day. And here’s what happens when you create quality content every day for 40 years: You win.

Your brand becomes synonymous with quality. Here are the principles behind doing that:

Be Unique Sesame Street is known all over the world and is instantly recognizable because they do one thing: make Sesame Street. What are you making that instantly recognizable?

Be Consistent Sesame Street delivers great content every day. Whatever your schedule is, make sure you stick to it. Your fans are expecting you- if you’re only there for them sometimes, you’ll lose their trust.

Be Excellent It’s not enough just to stand out and do it regularly. It’s got to be good. Make worthwhile content that’s informative, passionate, beautiful, helpful, or personal. Don’t suck, don’t write just to write. Sesame Street was excellent when it launched, and still is.

Be Confident You can’t write for everyone, so don’t try. You know who you want to help, just like Sesame Street does. the difference between you and the others is the confidence to speak only to those people. It’s talked about on the writing blogs all the time, but cutting out a segment of the market to connect better with another segment takes bravery.

Sesame street would have failed if they tried to teach all kids from birth to 18 how to read. Luckily, they just talked to 3 year olds. And they dominated the world with good content.

You? You don’t have to dominate the world. Just your business. I think Sesame Street’s a pretty good model for doing that.

Tags: Ben Curnett, business relationships, content strategy, marketing strategy, sesame street
Posted in Digital Marketing | No Comments »

I Laughed, I Cried, I SOBCon-ed

Monday, May 3rd, 2010

Here is what I envisioned: I would post the definitive, penultimate, consummate recap blog post about SOBCon 2010.

After all, it was my first time attending the conference. Who doesn’t want to get a “totally new and fresh perspective” from someone as new and fresh (not to mention witty) as myself? It would be like looking at SOBCon with brand new eyes!

As the newbie often learns, there’s a better way to do it. One of my favorite SOBCon panelists, Steve Woodruff, posted the official-and-conclusive best SOBCon recap yesterday with “The Official Post-Conference Re-Cap Blog Post Template”.

I was disappointed that I only got the chance to briefly introduce myself to Steve during the conference. Now I’m crushed. Yes, the post is brilliant, but there’s more.

What he had to say on the panel about battling depression mirrored my own experience. I know that I’ve never heard anyone so open and honest about it, and neither have you (here’s his background post, “Clearing Clouds”). How refreshing. And BTW, this is the first I’ve ever said anything about my own battles with depression. Steve’s example showed me that I really have nothing to hide.

So, you want to turn “transparency” from buzzword to real life? Follow Steve Woodruff’s example.

Which is exactly what I intend to do with this post. He wrote a template; I love templates! And I know he meant it with his tongue firmly planted in his cheek, but I’m running with it. So here goes, with Steve’s template as a point of reference…

I Laughed, I Cried, I SOBCon-ed

I had a wonderful time. That’s a blunt way to start, but if I’m summarizing the whole SOBCon experience, I can’t be any more plain than that. It was awesome. Fabulous. If I was a guy that used exclaimation points without irony, I’d use them, without reservation, about SOBCon 2010 (!).

Terry Starbucker and Liz Strauss started the whole thing off with the word “love”. And I have to say, never having been before, I thought that was setting the bar, um, kind of high. You know what I mean? I was thinking business. Community building. Learning. Not love. I was wrong. My thanks to them and the sponsors for hosting, sharing, and teaching some love.

Here’s what I learned: Action makes the difference. Nearly every speaker echoed this sentiment in some way, most by example. Sheila Scarborough and Becky McCray did it with a session on how they invented and launched their business Tourism Currents. Extreme Leadership author Steve Farber did it by diagramming his Greater Than Yourself program. Chris Brogan did it by being Chris Brogan. And reformed Master Of The Universe Hank Wasiak did it best for me by giving away these 4 beautiful, actionable words rooted in Asset Based Thinking: Tell The Truth Fast (it’s the “fast” part that makes all the difference).

One real shocker was the uber-prevalence of a totally new technology in the digital marketing world: paper and pen. It starts up every time (another @sheilaS-ism). Going to have to check it out when it’s out of beta. Other than that, not much to report, except that I got silly putty all over my iphone case and had to get a new one (long story).

(skipping optional paragraph 5, if you’re following along at home -Ben)

Oh, and one more Chris Brogan thing: You can’t eat a hug. Chris was pretty up front about his ramen-noodle, living-on-a-prayer past which I didn’t know about (I think I was the only one there that didn’t maybe? I don’t know), and I love the paradox in his work that’s central right here: the more you give, the more you get, even when you’re dirt poor.

I didn’t get to hang out with nearly the number of people I wanted to (I’m looking at you, Julie Roads). But rather than focus on the misses, I’m going to say that I was amazed that I got to spend time with a ton of brilliant folks (Shashi Bellamkonda, Lorelle Van Fossen, Dave Barger, Jay Jay French (!), Steve Sherlock, George Kruger, Mary-Lynn Foster, Estrella Rosenberg, Angel Djambazov) including the incredible Glenda Watson Hyatt. I walked back to the hotel with her from the party on night 1, and read through her I’ll Do It Myself blog later that night. Holy. Moly. If you don’t know her, you should. And SOBCon 2011 can’t come soon enough.

Anyway, there’s a community out there for everyone, and I’m pretty fortunate in that I think I found mine at SOBCon.

Remember, you can’t eat a hug. But you can come pretty close. Thanks, SOBCon.

Tags: Ben Curnett, blogs, business relationships, content marketing, Digital Marketing, Inspiration, leadership, marketing strategy
Posted in Thanks | 5 Comments »

How To Write Like James Dean’s Face

Thursday, April 8th, 2010

James Dean was a man of few words, and it showed. When he made a point (“You’re tearing me apart!”), you knew it. No questions.

If you know what your point is, here’s what you should do:

Put it at the top. First. Up front.

In practice, it’s tougher than it sounds. Most people (and too many marketers are included in this group) aren’t comfortable writing or designing this way. There has to be some pre-get-to-the-point staging for them.

This is especially true when given a canvas such as the web and a palette like web design. So many options. Businesses get tempted to throw everything up on a screen to see what sticks.

Everything is a terrible option. When you choose everything, what you neglect is focus. Instead of having a point, you have a blob. If your blob is big enough, yes, you can take over the world with it. Just like in the movies.

You’re not the blob. You’re not trying to take over the world. Your business can’t use that method, so you have to focus.

But isn’t that a brilliant paradox? The more you try to say, the less effective you are at saying it. It’s an old adage, but sometimes it just hits you over the head.

Those are the times you should listen.

James Dean said more in the back of a convertible with a cowboy hat pushed down over his face than most people will say in a lifetime.

Less is more. Choose your words carefully.

Tags: Ben Curnett, blogs, business relationships, content marketing, Copywriting, Digital Marketing
Posted in Copywriting | No Comments »

Who Is King Of The Follow Ups?

Wednesday, March 24th, 2010

I’m thinking it’s Thom Singer. How do I know?

He showed me. Twice.

First, he gave me an example in his networking session at sxsw. For the record, it was the most helpful session I went to during the entire conference. Meaning, the most immediately useful. As in, I walked out of that room, and used what I had just learned to have one of the best conversations I’ve ever had. Networking. Go figure.

And a bit of reference: I’m someone that’s…

-Old at marketing, but new to business.

-Living in a town of about 600 people.

-An introvert.

(A quick note on that last point. Introverts aren’t shy, or anti-social, or loners at all, though it’s a popular misconception. We just thrive when the company of others is on our own terms, at our own volume, and on our own time frame, to the extent that that’s ever possible. And actually, with a lot of Thom’s networking ideas, it is.)

So, even though I can tell great stories and I’m a really personable guy, I have a lot to learn about networking. And the art of the follow up was just one of the points in Thom’s session (there were 9 others).

The other way Thom showed me he’s the king of follow ups is by walking the walk. He sent a handwritten, personalized card to our office. Just like he said he would. Thom wins.

Pat Strader here at Matterhorn wins, too. He’s been doing the same thing as Thom does for years. Handwritten follow ups have opened up some great connections for him, and brought Matterhorn business and exposure time after time. Pat was once called to give some input on a blog post two years after sending a handwritten card. Why? The person who got it said that it was so unusual to get a handwritten note that she kept it.

Who else? Phil Haussler from Marblespark. He sent me a postcard a few weeks ago, even though I’ve never met him face to face. But I have been getting involved in a very cool project he’s been leading called Openbook with the goal of funding girls’ education in the Himalaya. I’ve been sick, and he was wishing me well, and thanking me for contributing to Openbook, too.

Think you’d remember something like that?

The advice, the examples, they’re not new. But not many people are doing it, still and yet.

And if you’re in doubt, ask yourself this: All other things being equal, who would you work with? The person that sent you a handwritten note about your meeting? Or the person that didn’t?

Tags: Ben Curnett, business relationships, business trust, networking
Posted in Partnership, Thanks | No Comments »

Grab Ass With Gary Vaynerchuk

Friday, March 19th, 2010

Last week at South By Southwest, Gary Vaynerchuk, best selling author of “Crush It” and creator of Wine Library TV, grabbed my ass on stage in front of 1000 people.

I’m not sure how a feel about it yet. Excited? Shocked? Maybe a little dirty?

Actually, I feel pretty cool. Love him or hate him, anyone with half a brain needs to admit: Gary Vee walks the walk. He’s a loudmouth? So what? I’d rather do business with Gary than some unhappy hipster that’s too cool for me and everyone I know. In a second. The guy loves the Jets. Publicly.

I’ve had brushes with the internet famous before. In light of this last episode, it’s beginning to get a little strange. Here’s what I mean: I met Chris Brogan and Jay Berkowitz about 6 seconds into the first conference into the first conference I ever went to. They gave me restaurant recommendations. Two days later, I got lost in a cab with Guy Kawasaki. And now, several hundred people think I’m bi/curious because of Gary (actually happily married, thanks).

Wow, someone just dropped names all over the place. Sorry for that; I’m making a point.

The internet marketing famous and semi-famous, in my experience, are a really interesting, really accessible group of folks. You could be cynical and argue that it’s their job to be friendly. But you’d have it backwards. Those people start with friendly. The good ones have a desire to help people be motivated enough to do the things they imagine they can do, and make a business out of it.

Even when it goes wrong. If you were following some of the #SXSW drama last week, you may have caught a little drama concerning Peter Shankman and some conference volunteers with close ties to the creative locals in Austin. I think it’s a pretty good illustration of how people who have made big strides can get tripped up. Think of it this way: the first word in Shankman’s business is “Help”.

Nobody’s perfect, and I’m going on record as saying that the internet famous get a bad rap. Even if I don’t agree with what they’re doing (is Guy a spammer? Or are you signed up for it?), I’m slow to criticize anyone. It’s a lot more constructive to think of ways I can do a better job myself than to worry about how bad a job someone else is doing.

Think I’m just being soft? Why?

P.S. Thanks for the interesting presentation, Gary. I think : – )

Tags: Ben Curnett, blogs, business relationships, business trust, getting started in social media, marketing strategy, Social Media, sxsw
Posted in Digital Marketing | No Comments »

Confessions Of A SXSW Noob: 5 Ways For A Yokel To Network

Tuesday, March 16th, 2010

The South By Southwest Conference in Austin. Me. A love story. Kind of.

If you know me, you know that I live in a town of less than 1000 people in the New River Gorge, West Virginia. There’s a national park about 100 yards from my house. I’m happy there.

So coming to Austin is a little bit of a culture shock. It’s an uber-hip place where a lot of the locals do everything they possibly can to “keep Austin weird”, as the now-somewhat-unhip-and-touristy motto goes.

For me, it’s like walking off the set of Hee-Haw and onto the set of Star Trek. If Star Trek had a spring break episode.

Here’s what I mean: there are thousands and thousands and thousands of geeks here. But very few of them are geeks in the traditional sense. They’re the creators behind tech in media, so yes, a lot of them wear glasses and funny shirts. But it’s geek chic. The social skills here are razor sharp.

My social skills? Eh. You get comfy in a small town. Even though I spent most of my adult life as a guide, and met thousands and thousands of people, unfortunately, a lot of that just doesn’t translate. I’m out of practice.

The difference: Those people I guided? They were in my house. I could tell jokes and they pretty much had to laugh. I could threaten people with bodily harm and they would actually believe me.

Here, not so much. I’m the littlest fish in the biggest pond. I’ve been meeting people from NYC, SF, and SYD pretty regularly. But when I say I’m from the NRG, I get (deservedly) blank stares.

But that’s not to say that the people aren’t friendly. They are. Very, super, amazingly friendly. Everyone, everywhere, even the weirdest person on sixth street (see pic).

So, if you’re anything like me, you need some help. Here are 5 tips to help get your network on at a big conference, esp. if you’re from a little place…

1. Be Absolutely, 100%, Completely Transparent Meaning, don’t pretend that you’re anything other than what you are: A beautiful sunfish among some pretty large sharks. That’s cool, and interesting, and can also be used as a conversation starter. If you’re not, then you’re a remora.

2. Put The Damn Phone Away If you stand there checking your email as thousands of people walk by, the people in your inbox will really appreciative, I’m sure. But damn, dude! You came all the way to Austin to do that? Move outside your comfort zone and talk. The worst people will do is ignore you, and guess what? There are a bunch of other people who won’t.

3. Go Eat Yes, you can have a burrito where ever you live. But Austin is a food town. And people, no matter who they are, love food. LOVE IT! You know what makes them love it even more? An invitation. Go to Champions on 4th and talk to Jason the bartender. He’ll tell you where the best BBQ in the state is (hint: it’s Salt Lick).

4. Share A Table Space is limited. Everywhere. No one cares if you invite yourself to sit down, and if you’re polite, and friendly, and cool, and not a “heavy typer” that makes the whole table shake, don’t hesitate to ask for a seat. It’s a great way to meet people- I had the best conversation of the conference that way (thanks, Mark!)

5. Say Please and Thanks I was at Gary Vaynerchuck’s presentation today (have a pretty funny story about that, actually- tune in tomorrow). Here’s what Gary had to say, among other things: “I believe in the Thank You Economy. You can’t scale caring.” If you go out of your way to individually do something for the people around you, they’ll notice. It’s not just fluff, no matter what you think of Gary -and he’s the most genuinely friendly and helpful speaker on the circuit, BTW. It works.

You’re small town self deserves to share ideas as much as anyone else at SXSW. But you have to make sure to speak up to be heard. Because everything’s bigger in Texas.

Tags: Ben Curnett, business relationships, business trust, conferences, marketing mindset, networking, social media mistakes, sxsw
Posted in Digital Marketing | No Comments »

What Makes A Good Customer?

Thursday, March 11th, 2010

In a word: Fit.

Businesses used to go for low margins and high volume, which meant anyone fit the model. It made sense for business to appeal to the widest number of people it could.

Customers aren’t like they were. The crowds that used to line up to buy are now overloaded with the number of choices they have. There’s no way you can undersell the internet.

So why try? It makes more sense to charge for originality. And that’s where customer fit plays such a crucial roll.

If you’re paying attention to your entire online presence, you can tell who’s responding to you and who’s not. Take a look at your posts. Are more people reading about vacations than about adventure? Those are the people who want a good fit.

When the big kid on the block starts to take over your market, you can try to compete. But what if you don’t? There are lots and lots of people out there that don’t want to play with the big kid. They want a company that will hand deliver, that will call them by name. They want to find the business that fits.

On reason people want fit is because it’s just as easy to find a quality experience as it is to find a low priced experience. The lowest price tour is a click away. But so is a list of customer reviews. Read some reviews, find a product that fits, and you know what happens next. They buy.

And still, fit is at a premium. People that make products that fit can charge more than the ones that try to sell to everyone. Everyone is cheap. The people who want a good fit will pay for it.

It pays to find customers that fit.

What are your thoughts? Exceptions?

Tags: Ben Curnett, business relationships, business trust, content marketing, content strategy, Digital Marketing, Marketing
Posted in Digital Marketing | No Comments »

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