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

 

During tough economic times, fear can stimulate behavior, Some business owners react by cutting their marketing budgets and efforts, succumbing to negative events and thoughts. The ones who intend to be here next year are looking for ways to stretch their resources.

An article in the October 20, 2008  business section of the Press Democrat focused on ways to use the internet for marketing. The information is timely. It offers innovative and effective ways to position your business with time as the biggest investment of your resources and a minimal amount of dollars.

The best of the ideas from this article are:

• Create an online community. Check out how to do this at Meetup.com – you can become the guru of your audience and invite others who share your interests to join you in discussions online or in person. I have used meetups to attract new clients.
• Add a blog to your web site. Blogs improve your “findability” by search engines.
• Subscribe to local search sites. They are portals where local buyers can find business. Make sure your information is up-to-date and that links back to you are working properly. Some of these services are free, some a fee based.
• Add media, such as audio and video files. This is an opportunity for people to see and hear you and increases the interaction between you and visitors to your site.
• Collect contact information from visitors to your site. Be sure to follow up with visitors. You might offer them a free article, newsletter or ezine that has information they can use. Be respectful and offer value to your visitors. This will let them get to know you.

You don’t have to use all of these strategies to make a difference in your visibility. Pick one and get going.

It is hard to be in fear when you are in action.