These are the words of the legendary New York Yankees’ manager, Casey Stengel. He enjoyed telling the story of “Wee Willie” Keller, the baseball Hall of Famer who stood only 5′ 4″, 140 pounds, and began a streak of consecutive seasons with more than two hundred hits. The baseball great’s bat was only 30″ long. Asked by a sports reporter how such a small guy could get so many big hits, Willie replied, “Keep your eye clear, and hit ‘em where they ain’t–that’s all.”

Practice this same principle in your business. Set their sights on areas that your competitors have neglected or ignored. Look for ways to fill a niche that others have not spotted or are too small for larger corporations to consider.

The nation may observe April 1, 2012 as April Fool’s Day, but as a business owner, the day holds much more significance.  The first three months of each New Year serve as the benchmark that helps determine whether you’re on target for a breakthrough year. Will you meet, surpass or fall short of your intermediate goals? Will you simply need to make a few tweaks to remain on course or will you need to be more aggressive in your executions in order to meet your overall goals for the year?

Where you sit on April 1 is a critical juncture for your business—early enough to evaluable your progress and far enough along to make major or minor adjustments to either stay the course or change directions, and still end the year end on a high note.

How you begin 2012 is a good indicator for where you’ll be on April 1. Unforeseeable variables are always a possibility, but we can put ourselves in the best position to excel by setting key indicators at the onset of the year.  The first order of business for the New Year is to define your financial projection.How much revenue do you plan to generate this year?  How much income will you generate in the first 90 days? What is the source of your income?  How will you make it happen? You will need to answer these questions based upon where you are and where you realistically want to be at the close of 2012.  

1.     How much revenue do you plan to generate this year?  Write down the gross amount of income you plan to make. Without a written projection, you cannot set any measureable goals. Without goals you have no blueprint to follow. Without a written blueprint, you will not stay focused.

2.     How much income will you generate in by March 31, 2012? This ninety-day period (or quarter) is a good indicate to help measure your progress.  It sets the tone for the remainder of the year.

3.     What is your source of income? Clearly define the source(s) from which the money will come.  (Example:  25% (in $) from book sales;  50% from speaking engagements; 25% from program sales.) This measurement needs to be carefully thought out and detailed because it will determine how aggressive you’ll need to be in marketing your products and services.

4.     How will you make it happen? Decide what your marketing plan will be and what approach you’ll take. [Example (approach): partner with another company to build client base; launch a new product; speak to target audience; (marketing plan): promote products and services during speaking engagements; send out press releases and frequent email marketing campaigns; drive more traffic to website].

This is a high-level view of the steps to take to make 2012 a record-setting year. It begins by establishing your financial projection.  Once you decide how much revenue you want to generate, then comes the task of making it happen. Show your commitment by putting your plan in writing. A more detailed breakdown (number of units to sell, etc.), schedule of activities (daily, weekly and monthly) and specific datelines (March 31, 2012) will keep you on track to meeting or exceeding your own expectations.

Where will you be on April Fool’s Day?

I would dare to say that most of you reading this message were taught to never lavish praise upon yourself.  I certainly was. “Don’t be bragging on yourself.” I was told to let other people boast about my accomplishments and accolades. While I don’t believe we were taught wrongly, I do feel that, as business owners, there are things we have to unlearn— or dare I say— separate, from the personal and the professional. When it comes to marketing your business, you must set aside the meekness and put your best face forward.

Some people don’t see the need to add lettered credentials behind their names as I do in promoting my business.  Perhaps that’s true for them, but I find it to be a very practical designation for the market I target. If you’re content with being just another event planner, bunched in with the other thousand in your vicinity, I’d be the first to suggest there’s something wrong with that picture.

You can survive 2012 without a business plan, but if you don’t have a marketing strategy, you will spend your wheels going around in circles. My challenge to you for the upcoming year is to step out of the box and promote yourself and your business without reservations.  The goal is not to seek glory for YOU. No, you’re on a mission! Here are five tips to include in your shameless self-promotion marketing plan for 2012:

Build Your Relationships. The best way to reach out to your supporters and prospects is through Email marketing. If you don’t touch base with them on a consistent basis, they will forget about you! If they opt-in to your mailing list, guest what? They want to hear from you.

Put Yourself on a Bigger Radar Screen.  This might require you to begin speaking or volunteering to serve on a committee for a large conference or local association. Identify a platform that can give you greater exposure on a bigger stage and insert yourself into a conversation with the decision-maker or, at least, a person of influence.

Nominate Yourself for an Award.  Drop the piety and go for the gold! Showcase your hard-work and expertise. When you receive that trophy, proudly acknowledge that you are an award-winning business owner.

Get Away From all the Noise.  This is the congested “pile-up” where you find yourself meeting people who are trying to serve the same market.  To avoid all the chatter, be clear about what makes you different and sail through this intersection.

Stretch Yourself. If everything you do is comfortable and safe, chances are your business isn’t progressing very much.  Step out of your comfort zone and push yourself beyond any fears or self-limited beliefs that may be keeping you from reaching the next level.

For more cutting edge business tips, I encourage you to purchase my new book, The Entrepreneur Who Dares to Succeed: 97 Secrets Revealed. Click to book cover for more details. Have any comments or questions about this article? Post it to my blog.

As I mentioned in my last message, placing video on your website and social media pages increases your sales conversion rate by 70%. Having a “sticky” web site means that the content on your site makes your visitors want to stick around and check out what you have to offer. That “stickiness” begins with having video on your home page. Most people prefer a visual as opposed to reading large chunks of written material.  Wouldn’t you agree?

I assigned an action item for you to write a video script for your homepage’s “Welcome” message. I also suggested that you make the maximum length 2 ½ minutes. I know you completed the assignment! As promised, in this issue I’m going to teach you how to create a simple, quality video to add to your home page. Of course, if you choose to hire someone instead that’s entirely up to you, but it’s not necessary.

First, let me give you some pointers to keep in mind for creating a great video:

1. Adequate Lighting. Use a top light and/or a high beam lamp to capture the best video quality.
2. Appropriate Background. Record in an environment where the focus is on you and not what’s behind you. Add props that enhance the video including pictures, flowers, a nice chair, photos, etc. No movement, please!
3. Your Appearance. Wear solid colors. Stay away from prints and plaids that are not camera-friendly. Video typically requires that you wear a tad more make-up for enhancement; you won’t look overly made up!
4. Relax and Enjoy. Be authentic and smile. When you’re relaxed, it radiates to your viewers.
5. Do a Test Run. Once you’ve done numbers 1 through 4, do a test to make sure the camera settings and sound are just right.
6. Sound Projection. If the sound projection makes to sound muzzled, low or as though you’re in a hole, you might need to add a microphone. You can get one relatively inexpensive at your local Radio Shack.

Now, let’s make your video. I use the Flip Camcorder and it works great. Earlier this year the owners of the camera announced that the Flip is being discontinued, but you can still purchase one while supplies last at www.theflip.com or even on eBay at a steal. Another alternative is to create a video straight from your computer using a Web Cam.

A web cam is essentially just a camera that is connected to a computer, either directly or wirelessly. If you have a newer computer, chances are it has a built-in camera. You’ll notice the “eye” of the camera at the top of the computer screen. However, if your computer doesn’t come with a built-in camera, you can purchase a small web cam and connect it to your computer via USB port, from any electronic store for under $50.

The demonstrations below cover both alternatives. I can only vouch for the Flip camcorder but it’s good to have options.

Step 1. Create a YouTube account to upload your video at www.youtube.com. From YouTube you will get a link to embed the video onto your website.

Demonstration 1. Flip Camcorder. The link below is from a YouTube Channel called “I Live My Flip” that has some short videos to familiarize you with the features of the Flip camcorder and walk you through the simple steps of creating the video and uploading it to YouTube.

I Live My Flip 

Demonstration 2. Web Cam. The two links below are from a YouTube channel called “Manna Success.? These two videos will walk you through the process of creating a web cam video and other helpful information.

Manna Success #1,  Manna Success #2

It’s really not complicated; just a matter of following the instructions. After one or two videos you’ll be a whiz. Once you’ve made your first video, send me a link to your site and let me share it with the entire community.

However, if done without proper insight and planning, your video can weaken your brand appeal. Your brand is your identity to the outside world. It is what customers think of every time they see or hear about you and your company.  Your marketing videos should be consistent with your overall brand strategy.

If you’ve never created a video, start with a personal welcome on your home page.  The purpose of the welcome video is to make a connection that you can develop over time. Emphasize your mission, including the benefits they will receive from doing business with you.  This is not the time to make a hard sales pitch. That’s another video for another time. Invite them to navigate the site and point out some of your available resources.  

Let them know how to stay connected with you through your social media sites. Make sure you have buttons or links on the homepage so that they can readily connect with you. Also, add an opt-in box for your visitor to subscribe to your mailing list.

My action item for you in the upcoming week is to write a video script of your homepage welcome address. Make the maximum length 2 ½ minutes. Keep it short and to the point as your goal is to give them a brief introduction to your business.  

If you have a business idea or lack clear direction for the future of your existing business, a business plan is the blueprint containing key strategies for your success. Not all businesses need a 30 to 100-page business plan. Unless you’re submitting a proposal for a business loan, contract or other third-party agreement, I do not recommend writing a long, drawn-out business plan. One to five pages will suffice in most instances, depending upon the type of business. It’s primarily for your internal use.

Regardless of length or business type, there are certain elements that should be included. They are:

1. Your business concept
2. Your target market
3. The problem you solve for your target market
4. The results your target market will receive from using your products and services
5. Your company brand image
6. Your major competitors and what distinguishes you from them
7. Your projected revenue and expenses for 12 months
8. A statement of where the money will come from should your expenses exceed your revenue
9. A minimum of 5 marketing strategies for 12 months, when you will implement them and the results you expect.
10. A list of people, including yourself, who will implement the business plan and/or key strategies within the plan.

Review your business plan annually and make any necessary updates. Because your marketing plan is your most important strategy, I recommend reviewing it on a quarterly basis to measure the success of your marketing campaigns.

You can have the greatest product in the world and a dozen letters behind your name, but if you’re not in the loop with the right people, you’re going to be in for a long, slow haul. People are critical to the success of your business. But not just any people. There must be people in your network who are more advanced than you, and have enough influence to give you a leg up. Just keeping it real! I heard Dennis Kimbro say, “If you’re the smartest person in your circle, then you’re in the wrong circle.”
Apart from your broader networking circle, think of two people you would like to meet. Your agenda shouldn’t be for the sole purpose of what you can get from them. There needs to be a genuine desire to connect and create a mutually beneficial, professional relationship. Here are four guidelines to follow if you’re interested in connecting with a specific person:

1. Ask around to determine if there’s someone you know who can introduce you to the person. You will be surprised at the connections the people close to you have.

2. Subscribe to their newsletter or blog and interact with them.

3. Purchase their products and services.

4. Attend the same events as they attend.
A big mistake many people make is that they expect to receive value from others without first making an investment. That tactic won’t work. If you invest in other people and they feel that you are genuine, and are benefiting from their product and services, they will be more inclined to help you.

Customer Service should be a top priority in any business, regardless of the size. It’s easy to get caught up in the cycle of trying to attract new business that you neglect customer retention, especially in the early stages. But, if you expect your business to grow and thrive, it is essential that you evaluate whether you’re providing the best over-all customer experience.

Below are five things your clients/customers want and how you can deliver good customer service:

1. They want to know that your product or service will enhance their life–-that is, what problem can be solved from doing business with you? Be straight-forward and confident in letting people know what you can do for them. Be up front in stating how your products and services make things better for your customers so that they can make a decision.

2. They don’t want to go through a bunch of changes in order to do business with you. Make it easy for your clients/customers to understand your prices, policies, and procedures. Avoid using complicated jargon and “un-user” friendly ordering systems and applications.

3. They want to feel comfortable that your products and services are right for them.  Be genuine so people will know what they’re getting when they do business with you. Perhaps you’re a firm, no-holds-barred CPA; a funny, high-energy event planner or a naturally conservative realtor. Showing the real YOU makes it easy for people to decide if you’re right for them.

4. They don’t want a pushy sales pitch. We all like freebies and/or taking a test drive before making a final decision on a purchase. Ease skepticism by offering freebies and samples in the form of demos, trial periods, complimentary service or a money-back guarantee.

5. They want to purchase your products and services and trust that they can be easily accommodated. Make it convenient and easy for clients/customers to pay you and extend to them an open line of communication, easy exchange and available support.

As you can see, understanding what your client/customer wants is vital to increasing your revenue and maintaining a loyal base. If you give your clients/customers a pleasant, reliable and value-added experience they will patronize you for the long-term and hopefully become an evangelist for your business.

A couple of years ago I couldn’t figure out how some people’s list of Twitter followers were growing so fast and voluminous and I barely had two hundred. One week they had a thousand followers and the next week that number had doubled. I soon learned that manufacturing Twitter followers was a common practice to give the appearance that one’s business was attracting masses of followers.  Well, that wasn’t a practice I was interested in embracing. I preferred quality over quantity– a community of engaged followers which whom I could interact and share valuable information. It would serve me better in the long run.  

That’s just one example, but the point is to be discerning enough to know what to embrace or discard. You don’t want to get caught up in a lot of hoopla if it doesn’t serve your best interest. Can you adequately maintain ten Social Media platforms? Is it even necessary?  Simply because a colleague had success in a certain endeavor, it might not work for you in this economy or with your target market.

If you don’t have a clearly defined set of priorities and action plan, you can easily become enticed by the onslaught of suggestions and opinions whirled your way. I know because I’ve been there, and I now caution entrepreneurs and business owners on the importance of self-clarity, intention and strategy. You can become overwhelmed, frustrated and disappointed making bad decisions as a result of a lack of planning. When you have a clear map of where you’re going and the best course to get there, the more likely you are to accomplish your objective. Your decisions will be in alignment with your game plan rather than drifting and testing the waters as you go along.

One of the secrets to becoming a successful entrepreneur is to be confident in your own decision-making abilities. The fear of making the wrong decision will weaken your leadership position and the manner in which others relate to you.  When you’re informed, focused and decisive, your business and your brand will be stronger.

My challenge to you this week is to assess the decisions you made over the past month and consider whether they were informed decisions. How would you grade your decisions on a scale of 1 to 5, with 5 being very satisfied? What did you learn?

Whether you are a solo entrepreneur or business owner with a staff, it pays to work smart.  Even if you’re on a limited budget (aren’t we all), there are strategies you can implement that will allow you to work less, earn more and have the freedom to enjoy a balanced life. Here are five strategies that you can put into play right away:

Email Marketing. A great alternative to sending correspondence through postal mail and individual emails, using an email marketing service can help build relationships with groups of people.  Sending out frequent newsletters and announcements allows you to develop a relationship of trust with your clients and supporters. You can build your database without much effort on your part— signups from website, social media sites and through referrals—just to name just a few. The autoresponder and advance scheduling feature saves a significant amount of time.

Administrative Assistant. Having an assistant can relief you of about 50% of your daily responsibilities. From handling phones, scheduling, follow up, social media and event planning, the services of an administrative personnel frees up a significant amount of time and allows you to focus on your picture goals. If you haven’t reached the point of hiring someone full-time, consider soliciting her services once a month to get caught up on administrative work and also for special projects.

 Social Media. Taking advantage of the latest technology can cut hours off of your manual processes and keep your in the loop, while building relationships and growing your business. Who has time to spend hours a day on facebook, twitter, linkedin and the dozen other social media platforms? The secret is to use the tools that allow you to link these platforms; and make a single entry that will post to all your favorite social media sites.  Another time-saving measure is to sit down once a week and write several entries and schedule them over the course of two weeks using tools such as Hoot Suite, Tweet Deck and Constant Contact’s Nutshell mail.

Business Coach. A mentor or coach can help accelerate the growth of your business and minimize the struggle to get your business running profitably. One of the roles of a coach is that of an accountability partner who helps to prioritize your goals and stay focused on achieving your objectives; thereby eliminating the distractions that slow down your progress.

Partnership.  Forming strategic alliances is a great way of spreading the wealth and delegating some of the responsibilities. An ideal partnership is one where you compliment each other’s weaknesses.  As long as all parties bring something of value to the table, it can be a rewarding collaboration.

As entrepreneurs and business owners, each day can bring a new challenge, which makes it essential that we utilize skilled resources and tools to help run our business more efficiently and relieve undue stress and pressures.