More Than A Few Words



A Marketing Conversation for Business Owners


  • #646 Dumb it Down

    10/10/2021 Duração: 01min

    The other day, I got the nicest note from a prospect,  who by the way is now a client. He said "The information you shared was valuable and easy to understand. Most of the folks we talked to try to wow us with technical crap and it becomes so confusing. You guys didn't , thanks!! " As a former school teacher, I was trained to break complex concepts into smaller, easy to understand elements. It seems that skill is an asset in my marketing consulting sessions as well. Too often subject matter experts think they have to impress their prospects with their knowledge instead of making them feel comfortable. Why would someone want to hang around you if you make them feel uncomfortable?  As you're writing information, even if it's for a technical audience, dumb it down a little Why? It's easier to grasp the important concepts if the language is simple, clear, and direct. So what about you? Are you so busy sounding smart that you're running off your prospects? If that's the case,  simplify your messages and sell m

  • $645 Energy Management

    07/10/2021 Duração: 11min

    According to our guest, Ellen Goodwin, you can have all the plans in the world, manage your time, block out time for specific activities, but if you have no energy, you're going to be dead in the water. Without energy, nothing moves forward so today we explore how managing your energy is the actual the key to time management.   Managing your energy relies on the four "P"s: Prepare, protection, proceed and prolong.   Download a Guide to Phone and Cellphone Blockers. The guide is designed to help you block the digital distractions that can lead to procrastination and multi-tasking. Without digital distractions you are more able to focus and get more done with your time.    

  • #644 Cash Management

    03/10/2021 Duração: 01min

    I always say there are three days in the life of a project give me an emotional left. When I make the sale When I send the invoice  When I get the check. The foundation of cash management starts with an understanding of how much money you have in the bank, knowing when the checks will arrive and how much you are anticipating in the next 30, 60 or 90 days? Those sales boost your numbers but what will your expenses be to deliver on those sales? One way to look at your cash management is to check your balance sheet and compare your accounts receivable to accounts payable. That will tell you if you have enough money coming  in to pay your bills. If not, you're going to have to dip into your savings and assets. Cash management helps you identify when you'll need cash to fill a gap and pay bills before a big payment from a client comes in. The time to try to line up a line of credit and financing is not when you need the money the most so advanced cash management planning helps ensure that you have money wh

  • #643 Your Voice is Your Instrument

    30/09/2021 Duração: 10min

    There, there's about seven different qualities that are highly associated with someone's credibility, trustworthiness and perception of leadership when it comes to vocal qualities. The research around this astounding.  For example, Duke University did a study of almost 1000 CEOs.  They found on the topic of pitch alone, CEOs who had a lower pitch to their voice, had more tenure, commanded larger companies had more perception of credibility and leadership.  They also made more money, on average of an additional $180,000 per year. While vocal tone is hard to change it is not the only element of your voice that can contribute to your success.  Other elements, including tempo, which can be learned are  can impact perceptions of credibility, leadership, trustworthiness is tempo.    

  • #642 Who is Your Blog For?

    26/09/2021 Duração: 01min

    I want to ask you a very specific question. Who were you writing for? Now, if you have a personal blog and you're documenting the days of your life, you're writing for yourself. But if you have a business blog then you are writing with business objectives in mind.  Those objectives are directed towards a specific audience and you need to write for them.  So, are are you writing for your customers or are you writing for your referral partners who will pass the information on to your customers?  Does your target audience have a high level of expertise or are they primarily novices? Once you decide on a target audience, it's easier to figure out what you should be writing and where you should be promoting them once they're written. It's fine to have more than one audience for the overall blog, but individual posts should focus on a specific group or section of your target population. Looking for examples on blogging, be sure to check out the resources in the Digital Toolbox

  • #641 Ecommerce Email

    23/09/2021 Duração: 10min

    There are many elements in a successful ecommerce program, but email is at the top of the list.  From simple promotional campaigns to event specific "flows" the trick is to send the right message at the right time.   This week, our guest Ivana Radojevic talks about the four types of email you should include in your ecommerce marketing program 1) The Welcome Flow - a series of emails sent to new site visitors. Emails in a welcome flow generate a 86% greater click rate than one-time sends. 2) Abandon Cart Flow - 7 out of every ten prospective customers will abandon their shopping cart.  These emails bring them back to the checkout page.  3) Post sale Flow - This is a great time to thank a customer, perhaps share tips on how to use the product to get ahead of potential customer service issues.  4) The Campaign - These are one time emails with special offers or information, not tied to a particular event.  Want to improve your email game, be sure to listen to the whole episode  

  • #640 You Focused Copy

    19/09/2021 Duração: 01min

    Long before I ever worked on my first website, I was developing brochures and direct mail campaigns for business owners. Many of the rules of good copywriting I learned back then, are transferable to a digital environment especially, great content is engaging and interesting to a reader when it's focused on them. So the trick as you're writing your web copy is to make sure you're focused on the client. One of the best ways to figure out if your focus is correct is to print out your web copy.  Then read the content with two pens in hand, one red and one blue. As you read circle all your first person references in red words like I, we, our company, and even our clients.  Then circle all your second person references you, your business people like you in blue. When you're done, look at the page if you see more red circles than blue, go back and rewrite from a readers perspective. The result will be more interesting, more compelling and more effective. Go ahead, try this at home on your web copy. 

  • #639 The Marketing Path

    17/09/2021 Duração: 11min

    As you drive down the road, you have to be ready to make small adjustments.  The same is true for your marketing. This week's guests, Sharyn and Hank Yuloff,  think you need to stop thinking about your marketing as if the plan was carved in stone.  Instead, you should view it as a path that will need to be adjusted along the way.  You need to keep your hand on the wheel, so you can make the small changes to your program as conditions change.  

  • #638 A Crazy Idea

    12/09/2021 Duração: 01min

    When I started my career, I was full of crazy, innovative ideas which were routinely shut down by senior managers. I grew to hate hearing "That isn't how we do things" or "We tried that and it didn't work". When I left corporate, I assumed I was leaving the negative energy behind. Unfortunately, resistance to change is human nature. I haven't changed. I still throw out lots of crazy, sometimes half baked ideas. But the difference is when I hear one of those soul killing phrases, I have a different response. When someone says, "that isn't how we do things",  I simply ask why? When someone says "it didn't work", I'll ask them. Why not? How long did you try? What's changed in your company since then,?  So I want you tp commit to two things. Number one, you are not going to use those phrases when someone else suggests a crazy idea to you. And number two, you're going to turn the conversation around when someone resists your idea. It takes a little practice but it's well worth the effort.  

  • #637 Start Your Business

    09/09/2021 Duração: 11min

    More than a Few Words is a marketing conversation for business owners.  MTFW is hosted by Lorraine Ball and features interviews with marketing professionals from around the world.    In today's conversation, Mal MacCallion,  discusses the common mistakes and challenges of starting a business.  He says:  1) If it was easy, everyone would do it. 2) You need to start with a clear definition of why your business exists.  Who you serve and what problem will you solve.   3) You need to set your pricing  to match the rest of your marketing because your pricing says something about your brand.

  • #636 What is the objective of your blog?

    05/09/2021 Duração: 01min

    You have a blog for your business, that is an important first step.  But if you want to transform a good blog into a great one, there are several things you can do to improve your company blog, First you need to do is think about why you’re blogging. You need to identify very specific objectives for your blog. That will allow you to then measure the results of your activity to decide if this whole blogging thing is even worthwhile. Some potential goals could be increasing awareness of your company, educating potential customers, increasing customer engagement, generating leads, scheduling appointments, reducing service questions, improving your search position on Google. Once you identify those goals, you need to also identify how you’re going to measure that. For example, you can look at your overall web traffic, you can look at how often people download information, fill out forms, you can look at and see whether or not you’re having fewer customer service request issues. So as you’re mapping out your bl

  • #635 Omnipresent Marketing

    02/09/2021 Duração: 11min

    According to our guest Sheri Kay Hoff, the trick with good marketing is to be everywhere, but show up slightly different so your message is relevant to your audience.  Customers can smell a sales pitch a mile away, so you need to start a conversation with the goal of listening and helping, and earning the right to sell.  It will take more time than jumping right to the sales pitch, but it will pay off. 

  • #634 Meaning at a Glance

    29/08/2021 Duração: 01min

    The marketing minute is a shorter version of the popular More than a Few Words podcast. Instead of a conversation with a marketing professional Lorraine Ball shares a quick tip to start your week, My husband and I took a trip through Central Europe. In the span of two weeks we were in three different countries with three different currencies and three different languages. Neither my husband or I speak Czech, German or Hungarian. But we managed to navigate bus, train and boat transportation with ease. How did we do it? Almost everywhere we went. The directional signs included simple icons which conveyed their meaning at a glance. As I sipped my espresso in the sidewalk café I thought about how this same strategy of simple meaningful graphics applies to any business, even if you are not serving a global audience. Why? Because your brain can process images 60,000 times faster than it can process words. Whether you're running through a train station, or surfing a website an image conveys an idea or an emotion

  • #633The Reason for Being

    26/08/2021 Duração: 11min

    More than a Few Words is a Marketing Conversation for Business Owners. Why does your business exist?  If you answered to make money, you are missing the point.  That may be  why your own a business, but the business exists to create value for your customers.  As you define your reason to exist consider, the value you create, who you create it for, and what the customer will ultimately do with  your product or service.  Mike Wittenstein says those three elements comprise your "reason for being" which can become the North Star, or guiding principal for your business. 

  • 632 Productivity Hacks

    24/08/2021 Duração: 10min

    More than a Few Words is a marketing conversation hosted by Lorraine Ball featuring brief interviews with entrepreneurs and marketing professionals from around the world.  This week, chats with Tracy Brinkman about productivity hacks you can use to take control of the chaos in your day.  Time Blocking: If you have a task, that is high priority make a date with yourself.  Block out time as if is an important meeting, maybe an hour or so, and don' let anyone cut into that time. Stop trying to accomplish 87 things each week. Pick a few top priority items and make sure they get done first. 

  • #631 - Your Website is Your Best Salesperson

    22/08/2021 Duração: 01min

    Did you know that  57% of all purchase decisions are actually made before a customer ever talks to a supplier. Think about that! More than half of the people who pick up the telephone to talk to you have already made up their mind to do business with you. That's good news, but the question is, how do you get more people to call you? And how do these people make up their mind before they ever talk to you? The answer is your website.  They go to your website and to the websites of your competitors. They look for answers to the questions they have about your product and your service. They look for FAQs, how to guides, videos and comparison charts. f they find that information at two in the morning. when they are online, they're more likely to pick up the telephone and call you the next day. So, you need to be prepared. You need to look at your website and make sure that it is your very best salesperson. Not sure if your website is up to the challenge?  Take our web audit quiz to find out.   

  • #630 Convert Prospects with Video

    18/08/2021 Duração: 12min

    More than a Few Words is a Marketing Conversation for Business Owners.  Sometimes you just have to jump in.  Video is so important as part of your marketing mix, and most business owners are not expert videographers., but that's ok.  Our guest Nina Froriep says you just need to start. Jump in!  You will improve over time. the trick is to do it consistently. These do not need to be long videos. As a matter of fact, they can be as short as one minute with one key talking point and one call to action. Relax, and imagine you are talking directly to one of your clients. Nina Froriep enables business coaches to grow their businesses with consistent and easy-to-implement video content to can attract their ideal clients. Nina has been in TV, film, and video production her entire life.  She’s seen it all from the early days on independent features, to big national TV commercials, corporate mega-shows, and (Emmy award-winning) documentary films, including one she produced and directed, called Abraham's Children. A

  • #629 You are Doing SEO Wrong

    15/08/2021 Duração: 58s

    The Marketing Minute is a quick bite of marketing from Lorraine Ball, host of More than a Few Words    You probably don't want to hear this. I'm going to do it SEO wrong. You're spending all your time focused on what search engines want, worrying about stuffing your pages with keywords, inbound links, and outbound links. But search engines don't buy from you, people do So I want you to think about SEO differently. Start focusing on content that answers questions real people have about your product and service. If you do that, and you do that, well, the search engines will pay attention.   LEARN MORE ABOUT CONTENT BASED SEO

  • #628 Time to Go Global

    12/08/2021 Duração: 11min

    The world is getting smaller all the time.  Today, even small business can afford to compete globally.  This week we talked with Wendy Pease about free resources, and tips for business owners interested in selling their product internationally. Did you know that every state offers grants that subsidize the cost of getting ready to export your product?

  • #627 What Story Does Your Company Tell?

    10/08/2021 Duração: 10min

    Organizations, movements, products, companies thrive or fail when their stories thrive or fail. So if you have a deeply resonant, emotionally significant functionally relevant story, then the organization will continue to thrive. But when that story fails to continue to be relevant, that's when the demise starts happening.   This week, our guest Kurian Tharakan talked about the types of stories leaders need to tell about their businesses About Kurian Kurian Mathew Tharakan is the founder of sales and marketing strategy firm StrategyPeak Sales & Marketing Advisors, a 27 year veteran of the sales and marketing industry, and the author of the Amazon bestseller, The Seven Essential Stories Charismatic Leaders Tell. 

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