Patricia V. Davis, author and marketing expert, spoke at the November meeting of the Bay Area independent publishers Association (BAIPA). One of her comments reminded me of one of the best ways to get attention for your business. Write about what you do. Building your platform means helping people understand the results of what you do for them.

People don’t always need to know the details of how you accomplish what you do. They are really interested in the results you produce.

Where can you share information about your results? Here are just a few of the places you may have tried or have overlooked;

Your local newspaper. That’s right I said newspaper. It may be a skinny hard copy, but people are still buying them and most newspapers have an online presence. Where I live, we have:

• The Sonoma Sun - Sonoma
• the Kenwood Press - Kenwood
• The Marin Independent Journal - Marin
• The San Francisco Examiner - Bay Area
• The Argus Courier - Petaluma
• North Bay Bohemian - Sonoma County
• Independent Coast Observer - Gualala
• Santa Rosa Press Democrat - Santa Rosa
• The Business Journal - North Bay
• Sonoma West Times and News - Sebastopol
• The Community Voice - Rohnert Park
• Sonoma Index-Tribune - Sonoma
• NorthBay Biz - North Bay

I think you get the idea. This is not an exhaustive list, but just what I came up in a few minutes time. While print  news may be on the decline, our thirst for information is growing. We are in the midst of a shift in the way in which we interact, and contribute and consume information.

And I forgot to mention: patch.com – which is hyper local news.

There are many small groups that make up your audience. Each one may have their own newsletter, online community, forum, meet up group, wiki Facebook Group, or LinkedIn Group. I think you get the picture.

Go Where People Already Are

I have a blog. You might have one too. You may be reading this article on my blog right now, but someone could have sent it to you as a email, or it may have been printed out.  Where else can the article show up? Did you know you can link your blog to your Facebook page and twitter feed automatically? Now they’re certainly far more people on Facebook and on twitter than are subscribed to my blog. It makes sense to be seen and be active where a group of your customers congregate.Get their attention first and then invite them to your website or blog. That is how you grow your audience.

I’m a strong proponent of telling your story using video. YouTube averages over 200 views a day. More and more people are using you to as their primary search engine when they’re looking for solutions. If you go back to the beginning of this article you will see I recommend telling your story and making it all about the solutions you produce for your clients. Video is a perfect medium for telling your story and demonstrating results.

Write it Once – Share it Many Ways

In our new age of distributed media, you can take your story and share it in many ways and in many places with relative ease.

A written article can become the basis for the script of your video. It could become an audio recording that you share via iTunes in the form of a podcast. That same article can be shared on your blog, with those many local newspapers, both online and in print, with associations, well the list goes on and on.

And once you have a collection of stories, you could create an e-book that you could sell or offer for free to your readers on your website. Okay back to that article, what if you created a slideshow?

Next Steps

I’ve given you a lot to consider. If you’d like help sorting through the best ways for you to leverage your stories, get in touch with me and I’ll help you map out an action plan.

You might also look for places where you can be a regular contributor or columnist. Publications in print and online are constantly looking for good content. Having a byline increases your visibility whether or not people read the articles you write, they do see your name and become aware and then familiar with who you are. It takes time to build your platform. Awareness grows exponentially. Adding content over time is like making deposits into your savings account, their value and interest grow over time.

The longtail model of offering information for free as a way to gain followers works. And if you think you have writers block, try using a program like Dragon Naturally Speaking  that translates spoken word into the written word. I’m using it right now to create this article. It allows me to get my ideas on paper or in this case into the computer without my needing to focus on the mechanics of the process. I find that speaking helps me keep the article conversational.

Conclusion

So writing is just one way to get your name in front of the public. It can lead to other opportunities, such as speaking, training, and of course getting hired to help people solve the problems they have. And if writing isn’t your mode of communication, check out my posts on using video to demonstrate your problem solving skills.

 

This weekend was the official launch of the Wine Country WordPress Meetup. It was a refreshing to be on the receiving end of tips and resources to make my blog better. I learned something new from every person who was there. I appreciate the wisdom in the room. It reminded me that sometimes the most valuable contributions come from holding the space for others to shine.

Building on that idea, I want to share an update on a great resource: SlideShare. They just introduced HTML5 SlideShare. This is important because your slides will now play flawlessly on mobile devices like the iPhone, iPad and Android devices. No more digital divide between the desktop and mobile devices. Everything will display as intended on all platforms.

If you are mobile, take a look at their site and download the new mobile app so you can see clearly where ever you are.

 

I attended a presentation by Kurt Shaver’s at the Bay Area Consultants Network. His topic: ” Get LinkedIn to Sales”.

That’s Kurt to your left. Why is he smiling? He knows the secrets of making LinkedIn work to find customers. Below are a few things I learned from Kurt.

Improve Your Profile

He gave great tips on how to make it easier for people to find you on LinkedIn, the first step if they are going to hire you.

• Use a great photo – a headshot that fills the space, is flattering, and that shows you as the professional you are
• Use keywords to describe yourself and what you do (that’s what people are searching on)
• You can reorder the sections of your profile by dragging and dropping
• Make sure your summary is keyword  rich and describes your accomplishments
• Ask for recommendations

Making changes to Your Profile

I spent about a half an hour and made some significantI changes to my profile .

I  moved sections around and I added a video clip to my profile.I have more updates planned.

See the results on my LinkedIn Profile

Want More Sales?

Kurt teaches how to get more clients using LinkedIn. Find out more here. He has a series of online workshops coming up in August. I give him two thumbs up.

Watch this short clip (49 sec) of Kurt to get a sample of his high energy and high impact training style.

 

I highly recommend the book “Head First WordPress” by Jeff Siarto. The best parts of the book include its humorous yet detailed step-by-step actions and instructions. Part of this series of “brain friendly guides” published by O’Reilly.

There are quizzes, visuals, samples and related website where you can download sample code. From start to finish this book uses a variety of ways to help users master the material. This is a great resource for intermediate to advanced web developers.

As a user of DYI Thesis theme for WordPress, I found this book helps me understand how to customize and make the best use of WordPress for my blog and the blogs I administer or my customers. I have long been a fan of books published by O’Reilly. In part my loyalty and support of O’Reilly comes from the fact they are located nearby in Sebastopol. What really distinguishes  this company is their support for local groups like the North Coast Mac user group. O’Reilly offers a substantial discount on their books and other products to members ncmug.

They participate in a variety of local as well as national events and tradeshows. They host groups like the North Coast Internet Society no charge. Their representatives are friendly, helpful and truly lovers of knowledge and people. The content of their website, their well-designed books, and the expertise contained there in, have me returning to their catalog to find resources for mastering software and concepts.

Visit their website at www.oreilly.com to find the missing manual for almost any software you use and how to books that will help you work smarter.

 

My associate, Peter Ivory and I did a presentation at a Meetup Group. We demonstrated what you can do to improve your video projects and make them more professional and watchable.

This video is about 14 minutes and I captured it using a Sony Handycam HDR CX110 camera on a tripod. The audio is from the built in microphone on the camcorder. I did not supplement the lighting, this is what was in the room. As you will hear from Peter, having good lighting is important and had we adding some lighting the quality of the video would be vastly improved.

I edited the movie using iMovie ’11, When I was done with the editing, I uploaded the movie to YouTube where I have my own channel, completelycreative.

You will get great tips for your video productions. I encourage you to watch and learn.

 

I recommend asking for testimonials.

I coach my clients in what to ask so they can hear for themselves just how valuable they are to their clients. Yet, when I suggest they ask for testimonials, 99% of the time the first reaction I get is “I know I should do it but…”. What comes easy to each of us may not be easy for others. Getting into the habit of getting acknowledgment for the impact we have on the lives and businesses of those with whom we work requires focus, willingness to receive praise, being vulnerable, and the possibility of being rejected.

I created a checklist of questions to ask to help frame the request for positive testimonials. The protocol is to connect with satisfied clients. Request 10 minutes of their time. Let them know you are planning to interview them and you are going to ask them to approximately 10 questions.

These questions are designed to help you and your clients quantify the results of working with you. Here are the questions:

Quantify Your Results

1. What did it look like when we started working together?
2. How does your business look now?
3. What is the best thing you experienced working with me?
4. What have your clients noticed that is different as we began working together?
5. What were your profits before we started working together?
6. What are your profits now?
7. What was your turnover at the start of our contract (instead of turnover substitute the appropriate business challenge of that company or client)?
8. What is turnover like now?
9. Who do you know who might benefit from working with me?
10. This one is most important — Would you be willing to contact them on my behalf?

You may also choose to take a status or temperature reading of their business as it exists today. Here are questions that can help you get a clear picture of their business:

• What is your income now?
• What is the average value of a client?
• What is the average value of a transaction?
• What is the lifetime value of a client?
• If you broke it down, what are they worth to you:
• Per week
• Per month
• Per year
• How many active clients do you have now?
• How many are inactive?
• How many clients can you handle? per day? per week? per month?
• Describe the gap to between what you have and what you can do.
• Describe the gap between what you have now and what you want in your life and business?
• What do you think is getting in the way of your having what you want?
• What are you committed to doing or changing to get what you want?
• By when?

The Power of Stories

Here is a better way to capture the value of your services through the eyes your clients. Ask them for stories that tell about changes you initiated for them. Document at least a three stories and be sure to include metrics (increases in profit, the savings of time, money, or the reduction of losses, staff, profit) that were used to document progress. And, if you can, record the testimonials in audio and or video format. Then post the clips on your website, on YouTube, your blog, Facebook, LinkedIn, so others can see and hear about you straight from the lips of those who you have helped.

Treasure those stories and incorporate them into your message. Leverage word of mouth stories. Use them  to your advantage and grow your business.

 

The lure of Amazon often trumps going to your local bookstore. Buying shoes from Zappos can sometimes be easier than purchasing the same items from the shoe store in your town. But, wait, something is missing. The personal touch of your relationship with your neighbors and the people in your community.

When we buy locally it is a vote of confidence in the community. When money stays and circulates with in your local economy, that money circulates many times over and tends to remain among your friends and family. When we send our money overseas, the benefit goes to anonymous companies while our local businesses go wanting. Helping to stimulate local businesses raises the stakes of your investment in a place where you live.

The first 10 years I lived in Sonoma I commuted to work in San Francisco, Napa, and Petaluma. As a commuter, I got the dark, went to work in the dark, and most often, I came home in the dark. My waking hours were spent away from home as were my dollars. Most of my income went outside the community where I live. When I began to work where I live I began to send money more regularly to in the community. One day I realized I was also connecting to people in town. It felt good to exchange money with people I know. It was at that time I finally felt like I was once again part of the economy and the vitality of the place I call home.

With the prevalence and the ease with which all of us can purchase with the click of a mouse, a local businesses need to pay attention to what brings customers in the door. Knowledge and trust are a factor in my buying decisions. Relationships, history, personal care, a sense of belonging, mutual respect, connection, all of these factors play a part in my decision to spend money where I live.

I find mega malls and cookie-cutter shopping experiences boring. I look for unique, one-of-a-kind, special items and shops. I enjoy finding out the stories behind unusual products. When I travel, I want to experience the ambience of the place rather than looking for the same things I can find anywhere. When I’m at home I want to find the special things that make the Valley of the Moon one of the top places to visit and to live.

Just as the locavore movement in food has taken hold, I am an advocate of buying local business services, clothing, whatever I need if it is available locally, I will try that option first before going far afield. But, many times local businesses are unaware that they are making it hard to buy from them. They make price their goods and services higher without providing premium service or connection. Those local businesses that get it right are involved, aware and engaged with those they serve.

Some of my friends created a network of local businesses, business owners, independent contractors, and people who live inside of Sonoma Valley. The group they created is a combination of online and face-to-face interaction. They initially started the group to fill a need they had and a desire to find talent within the geographical radius of Sonoma Valley. Because they created WiredSonoma, new businesses have started, people found people to populate their businesses, and individuals in the community are more connected to each other.

Before you consider outsourcing hitting the button and making a purchase online, or sending the work you have overseas or outside of your community, take time to explore whether it is possible to find what you need in your own backyard. You may be surprised that just what you need is a close as your next-door neighbor.

When you are in need of a friend to comfort you in times of trouble or when you want to celebrate a success, will that anonymous online presence answer your call at 3 am? Will they be there to help you move into your new house or say a prayer when someone you love is hurt? Get to know your neighbors. And make a difference.

This is a photo of my friends, Randy and Deb Myers. He is wearing a hat I brought back from a fabulous hat store in New Orleans, Meyers Hats. Myers Hats is a family owned business, with five generations of Meyers on board. I was thinking of Randy on our vacation in New Orleans. When we saw the name of the store, we had to go in and they helped us find just the right hat and fit for our friend. We were delighted to bring bag this piece of the Crescent City in the form of a hat for Randy.

Randy is battling cancer. Both he and Deb have given to those they know and now it is time to give back.If you live in Sonoma County, come and help support my dear friends, Randy and Deborah Myers at the Create Ease Benefit, October 24, 2010. If you can’t come in person, you can make a donation at www.AstateofEase.com

 

Friday I spent the day at the Social Media 2010 Conference organized by Roohi Moola of Neighborhood Now. It was the first conference of its kind held in Sonoma County. There were about 200 participants and we had speakers from as far away as Atlanta. I captured short videos of the speakers and attendees.

Saturday was the NBAUG (North Bay Adobe User Group) super Saturday Meeting. Cyndi Reese of Santa Rosa Junior College is the force behind this wonderful group.  The group meets eight times a year. It is an Adobe supported user group and they provide prizes and speakers.

Saturday and Sunday: I am participating in a Social Media Workshop facilitated by Karen Clark of MyBusinessPressence.com at the Doubletree Hotel. Karen has used social media to grow two businesses she owns and is a trainer and speaker on all things related to social media.

If you are luck enough to live in Sonoma, check out WiredSonoma. It is an interactive community for those of us who live in Sonoma and we have an online community and face-to-face events.

Love all things Macintosh? Check out the North Coast Mac Users Group – now in its 25th year. We have monthly meetings, special interest groups and a Mac Computer Expo in October each year.  Helpful, friendly and we have people from all over the North Bay and beyond as members. See more at www.ncmug.org

These are just a few of the social media and computer resources in Sonoma County.

What tools and resources do you love and use in and about Sonoma County, California?

 

Screenr is a web based application for capturing content from your computer screen. It is cross platform (Mac and PC). You can create a movie of up to 5 minutes in duration. It can link directly to your twitter account.

Watch how to user screenr

Step One

Sign up for a free account.

Step Two

Tell screenr you are ready to record.

Step Three

• Select the size of the viewing window from several preset sizes.
• Press the red record button and you have five minutes of recording time.
• You press the green done button when you are finished and then screenr will create a high quality version of your capture.

Step Four

When the conversion process is complete, you will see a new page with your video and you can add a short description. This becomes a tweet with your video.

Options for Sharing

• You can download a .mp4 file to your local computer
• Publish your video to YouTube
• Copy and paste the embed code for your file and share it on your web site, blog or via email
• Delete the video

That’s all.

Screenr has a bookmarklet so you can start recording your video from any browser window.

Try it out.

I think you will find this a nice addition to your social networking tools.

 

A great way to build your visibility is through your web site. Picking a domain name and business name that are the same makes it easy for people to find you online.

Deciding on a name can take some time. Before you seal the deal on your business name, see if your name idea is already registered by someone else. You can do this by visiting godaddy and doing a search. You can register your new domain name there, even if you are not ready to start building out your site. Securing a unique url (domain name) is a smart marketing strategy.

Things to consider when picking your domain

Your domain name is one of your most important pieces of marketing real estate. If you have a memorable url, it can go a long way in helping your clients connect with you.

You might want to include your blog on your site or register a separate domain name for your blog. A growing trend is to use a blog platform to build your web presence. A blog is a special kind of web site, with a key advantage. Visitors can subscribe to a blog, but they can’t subscribe to a traditional web site. If you are just getting started with your web presence or if you are re-branding, I encourage you to consider using a blog for building your site.

You are reading my blog which is built using WordPress. WordPress is one of the easiest and most robust of all the blogging platforms. This installation uses the Thesis theme which allows me to customize the look of my blog. Thesis has excellent seo (search engine optimization) features built in.