Message from Michelle

September already–I can hardly believe it. My schedule is already filled with networking events, birthday parties, and fall festivals. On top of that, there’s completing client work and implementing my own marketing plan.

It’s easy to get busy. It’s too easy to get caught up in the doing. This issue of Sumèr’s Secrets is about slowing down–taking a break from the doing–and taking the time to look long and hard at your company’s brand message.

Connect With Me Online at:
Linkedin: www.linkedin.com/in/writtenbysumer
Facebook: www.facebook.com/michelle.salater
Blog: writtenbysumer.com/articles

Feature Article:

Does Your Business Have the Personality of a Carrot?

You might not think so, but do your prospective customers? If you want to achieve online business success and attract more clients, you must step outside of your usual realm of thinking and view your company from an outsider’s perspective. From the perspective of your target market.

Too many times businesses either neglect their brand message or don’t project it accurately. When this happens, a brand image is easily misconstrued and it can have a devastating effect on your business.

Don’t let your prospects think your company is comparable to a carrot–orange is out of style.

Here are some tips for making sure an accurate brand image is shining through in all that you do:

Step 1: Take inventory. Review your company vision and mission, what types of products / services you offer, what sets you apart from your competition, where your products / services are sold, and all the details about your target market.

Once you’ve done this, it’s time to take a hard look at how you are projecting your business message. Take out a piece of paper, and answer the following questions as honestly as you can.

You may be surprised to find that your message is boring–extremely boring. Or you simply aren’t conveying an accurate message.

Step 2: Don’t feel down about Step 1–your findings do not mean your company is boring or unorganized or incompetent. It simply means your marketing message is not clear and accurate. Every business should regularly analyze how they’re projecting their brand personality and message.

Step 3: Ask friends, family, and colleagues if they would purchase from you based on your current marketing message. Make sure to ask people who will give you an unbiased opinion. If anyone says that he or she would not purchase from you, ask why. Perhaps your web copy does not project the correct business image, and you lose prospective customers who visit your site. Maybe your website design is jumbled and difficult for viewers to navigate through. Perhaps your website lacks a strong call to action or is simply boring.

Step 4: Now that you know where your website and other marketing materials need improvement, it’s time to revamp them and inject some brand personality. Whether you need web design work, a professional web copywriter, a blog marketing expert, or a social media guru, it’s important to find the right one who can provide you with the results you desire. Don’t hire just anyone. Do your research.

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I’m sure clients, colleagues, and you, Dear Reader, are sick of hearing me harp on how critical it is for companies to really understand their target market.

Call me a broken record. I don’t mind.

Before I take on a new copywriting project, one of the first questions I ask a prospective client is, “Who is your target market and how do you serve them?”

Not having a clear idea of whom you’re selling to or who your prospective clients are is the number one marketing mistake you can make—online or offline. If you don’t know whom you are speaking to, you won’t know the right message to communicate.

Identifying and knowing your target market—inside and out—requires you to look at yourself, at your company, and look into whom you serve and why. Too many companies have a general idea. Some have no idea at all.

Stating a target as “anybody who needs my product” won’t cut it (believe it or not, I hear this answer all the time). Defining your target as “people in the medical field” won’t help much either. Trying to be everything to everyone isn’t going to get you the sales you want.

If you want more customers, you have to know whom you are selling to. And you should know as much about them as you can.

Let’s say you own a high-end clothing boutique. You sell products to women, but identifying your target as “all women” is much too vague because most of your inventory is designed for a younger crowd. Look closely at your clientele, and you may find most of your patrons are between 32 and 45. Look even closer, and you may uncover a majority of your clients are young professionals who make over $80,000 a year.

Keeping with this example, now that you’ve identified your target, it’s time to roll up your sleeves and brainstorm. Make a list of questions you’d like to know about your target, then answer the questions to the best of your ability. You want to define their lifestyle, hobbies, profession, anything you can that will help you speak to their needs and wants.

Be specific. Where do they shop, dine, drink? What do they read? Did they graduate from college, have a bachelor or master’s? Are they active in their community? Do they bike on weekends, or do they spend time with family? Don’t limit yourself. Keep asking questions until you feel you know these people.

It’s important to note that it doesn’t matter if this is business to consumer or business to business, you are still dealing with people at the end of the day. So, if you are business to business and your target is a CEO, you need to know everything about who that CEO is so you can connect.

The more you know, the better you can target the group, speak their language, and give them what they want. And if you know all the above, it will help you further define the business message you want—a message that will attract your target audience to you.

Once you start mining to find out who your target market is, it has been my experience that many businesses find that their message isn’t clear, effective, or targeted to the correct market. It can be extremely difficult for businesses to project an accurate message, one that encompasses a combination of their company’s products, beliefs, mission, and goals if they don’t have a clear vision of their target market.

If you’re uncomfortable with the message you’re sending potential customers online, it’s time to change this message and solidify a strong brand image.

Just remember, speak to everyone, and you’re likely to get no one.

When you’re at a loss for words and have nowhere to turn for the perfect blog topics, Google Wonder Wheel is there for inspiration. This highly effective tool brings the topics to you. All you have to do is type in a keyword and related words pop up. Click a related word for even more related words and continue until you find the perfect word that inspires your next blog topic. View the tutorial below for details on how to use this wonderful wheel:

Yesterday, I was messing around with my blog, checking the stats, adding a new widget, and answering comments. Something prompted me (or perhaps it was plain old procrastination) to click on page three and four of my comments.

I was happily reading through comments that were months old until I discovered six comments that I had not approved.

I didn’t even know they were there.

I make it a point to reply back when people leave comments because I like bloggers to write back when I comment on their blogs. Also, we market blogs for clients on a regular basis and actively market our blog as well. My number one rule is: leave comments and comment back. It’s the polite thing to do and it helps build relationships.

So, you can image my shock when I stumbled upon these unattended blog comments. To make matters worse, someone had left a message asking to expand on the topic. And another person left me a message on a post that was about how communication is the key to business success. Talk about embarrassing.

How these comments managed to slip past me isn’t important. What matters is that not only did I miss an opportunity to connect with other bloggers, but I may have also lost readership as a result of my neglect.

Let this be a lesson to those of you who blog: stay current with your incoming comments. Reply back in a prompt manner. And it wouldn’t hut you to check comments from months ago. You never know what you might have missed.

I’d love for you to leave a comment. Oh, come on, you know you want to. Or share it on Digg or StumbleUpon.

It appears that dusting fingerprints, taking hair samples, and performing DNA analysis might not be enough to catch a thief. For Daniel James, owner of Las Olas, he did some of his own detective work using Facebook.

Where most companies use Facebook for promoting their businesses, Charleston’s own surf apparel shop Las Olas took Facebook to a whole new level. Below is the incident report.

Incident Report

Report Entered: 2009

Case Title: To Catch a Shorts Thief

Reporting Officer: Las Olas Facebook Page

Persons:

Role Name

Las Olas Store Owner           Daniel James

Offenders:

Status Name

Shorts Thief                            Mr. Pánts-Stuffer

Narrative:

I was in Las Olas when a group of teenage skateboarders came in to browse. I had met one of the boys before and wasn’t suspicious of anything. They came in and started browsing; meanwhile, I had a friend asking about surf trip pointers as I rearranged merchandise—so I was a little busy. I was at the counter, and the boys were in the back looking at shoes. I had just rearranged the men’s shorts, and when they left, I noticed a pair was missing. At this point I called the police who showed up very quickly. I reviewed my security video from my computer and saw one of the boys had stuffed some shorts down his pants. The police did a sweep based on my descriptions but to no avail. So, I took still pictures from the video, enhanced them, and made a Facebook photo album with a reward for whoever could identify the thief.

Within about one hour, I had a dozen or so responses and suggestions. I followed the leads and found out the thief’s name.  I then called the detective working on the case and gave him the information. I wasn’t too surprised that people recognized this boy from the Facebook album I created.  Charleston is a small town, and if you live here, someone has seen your face before.

Report Status:

THIEVES CAUGHT—CASE CLOSED

Las Olas was opened in May 2007, during a time in which mainstream surf clothing had evaporated everything unique. Las Olas tries to promote unfiltered products to let the customer decide what is in fashion. Bringing Southern California style to Charleston, SC, Las Olas has now been open for two years, despite a fluctuating economy. You can reach the Las Olas store via phone at 843.737.0488, or visit them at 441 King Street in Charleston, SC.

If you have a great Facebook story, we’d love to hear it! Leave us a comment.

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You know the power gifts and thank-you cards have when it comes to customer retention, yet, you can never think of anything new to send. Well, if you’re tired of giving another plant or bouquet of flowers or gift basket . . . you’re in for a treat.

Sūmèr has found the perfect solution to the stress of gift giving. And that solution is chocolate. 

At a recent networking event, Sūmèr was thrilled to meet co-owner of Christophe Artisan Chocolatier, Carly Paume, and to find out that Carly’s husband, Chrisophe, is the master chocolatier of Christophe Artisan Chocolatier.

Christophe Artisan Chocolatier is located in Charleston, South Carolina, and specializes in handmade chocolates, which can be customized with company logos, specific designs, flavors, and more. With customized gifts to match any budget and personal preferences, Christophe Artisan Chocolatier should be on the top of everyone’s gift-giving list.

Sūmèr: What makes your chocolates the perfect gift for companies to give to their clients or employees?

Carly: Chocolate is wonderful for many reasons. It is a gift that is truly for everyone. Most people can find one piece that they love no matter what. It is also a gift that is genderless; both men and women love chocolate. And, it is a gift that can be shared. One box can be sent to an entire office. Giving a gift of Christophe Artisan Chocolatier heightens the level of appreciation, as it is also a gift of art—edible art. Also, with the focus on buying local, it is a great way to support a local company.

Sūmèr: What is the price range of your chocolates? Specifically, what can customers purchase for a very affordable price, and what can they purchase for a more expensive price?

Carly: We have a gift option for every budget. A one-piece box of chocolates can be purchased for $2.00 or a 144-piece box for $250.00, and there are options in between. A 4-count box retails for $9.95, a 9-count box for $18.95, and an 18-count box for $34.95. These are the boxes that we carry on a typical day, and they are made from faux-crocodile leather, which makes a very upscale gift. We can also make it more affordable by choosing different packaging, as we work with a few different companies. The possibilities are endless.

We do offer a discount based on the level of purchase. For purchases between $1,500-$5,000, we offer a 10% discount. And, with purchases above $5,000, we offer a 15% discount.

Sūmèr: We believe gifts with thought are a great customer-retention tool. If a company were to send chocolates to valued customers, why should they choose Christophe Artisan Chocolatier over another chocolate company?

Carly: We can customize the packaging and the chocolates more than most companies can, or will. There are more choices to the personalization of a gift. Our chocolate is also made here locally and by hand. These are not mass-produced chocolates filled with preservatives or low-grade cocoa butter content. Our chocolate does show a higher thought level, as we specialize in hand-painted chocolate, which typically gets an “Ooh” and an “Aah” even before it’s eaten.

I have a year of specialized corporate-gifting experience in chocolate from a company that I had worked at before, and therefore, I am knowledgeable about how details play an important role in gifting. The smallest detail can make a lasting impression. Using Christophe Artisan Chocolatier can take the stress off of gifting, since all we need is a list of whom the chocolates are going to, along with an address—we take care of everything else. You don’t even have to worry about shipping or delivering.

Sūmèr: How do you personalize gifts?

Carly: There are many different ways in which to personalize the gift. We can place a logo transfer on the chocolate itself or use a chocolate mold that would represent the company. We can also custom print the packaging with a logo or choose a specific color that represents the company. Customized stickers and ribbons are also an option. We work with many great packaging companies that can do some wonderful things with business logos.

Christophe is also great at making sculptures freehand, so we don’t always need a special mold. For the upcoming holidays, we’ll be making a lot of great items, such as a toy soldier, nutcracker, candle, ornament, and more. We also offer personalized message cards in the package as well, where a company logo and special message can be placed. Gift bags and baskets are always an option as well.

 Sūmèr: Do you send chocolates across the nation? Internationally? Will people eventually be able to purchase from you online?

Carly: We can ship throughout the United States but have not yet tackled international shipping. We will also deliver corporate gifts to the company placing the order or to their clients as long as they are in the Charleston metro area. We would love to have an online store by next year for purchases, but, for now, we can take call-ins.

Sūmèr: What’s the best way for prospective clients to contact you?

Carly: By email at or by phone at (843) 388-7495. The earlier the client contacts us the better. This way we can work more on personalization and make sure that we secure the packaging the client prefers. But, we also have options for someone the day before he or she needs the gift, or even the day of.

Celebrated for her creative, one-of-a-kind designs, Hannah Craner, graphic and print collateral designer and owner of Sherbet Blossom Designs, has positioned herself as a blogsite designer and custom-designed print collateral guru. In this exclusive interview, Hannah shares with Sūmèr her design expertise and her inspirations:

Sūmèr: What is your design background?

I graduated with a BS in social marketing and took some computer / design classes in school, but most of my design experience came after I graduated. My husband started a nonprofit organization that sends doctors and dentists to third-world countries. Since we were a true nonprofit organization with little money to spare, my husband asked me to design a logo and website. I had a graphic design friend who mentored me through the process and helped me gain the passion I have now. I soon began doing websites and wedding invitations for a wide clientele and landed a job as a graphic designer for a magazine publishing company. I have been designing my magazine for almost four years now and absolutely love print work.

Sūmèr: Why blogs? How did you get into blog design?

Print work is actually my passion, but blog designing fell into my lap. I began Sherbet Blossom Designs two years ago and immediately had people asking me who designed my site. When they found out I designed my own blog, they asked if I could do theirs. After more than fifteen people asked me to design their blogs, I decided I should make a business of it. My greatest passion is still print work, but I do love blog design as well.

Sūmèr: How do your blogsites differ from traditional  websites?

Each of my blogs is custom designed. I design to the client’s taste and work with my client to create a site that is uniquely his or her own.

Sūmèr: What do you love most about what you do? Why?

I love to see the design in my head become a reality on screen and even more in print. To hold something in my hand that I created is a thrill. I love that I am constantly looking for beauty and shape in everything around me. Everything is inspiration.

Sūmèr: What is your source of inspiration?

Inspiration comes from everywhere. Shapes, signs, magazines, fabric, antique books—I have a hard time looking at anything without analyzing the design. I keep a sketchbook and camera with me to draw or take pictures whenever I get an idea.

Sūmèr: You have quite an extensive portfolio. How long have you been designing blogs / banners / websites / print collateral?

I have been designing blogs for about two years, but 80% of my designs have been done in the past ten to twelve months. It seems the more I do, the busier I become.

Sūmèr: What does the future hold for Sherbet Blossom Designs?

I plan on selling premade blog designs at bargain prices and also revamping the print work section of my site to focus more on invitations, ads, and packaging. I am very excited about the changes coming in the next three to four months.

To view Sherbet Blossom Design’s exceptional portfolio,     visit https://www.sherbetblossomdesigns.com/.

If you choose to participate on Twitter, don’t be a tweeter everyone dodges. It’s not good for business. Instead, focus on listening, adding valuable content to discussions, and building reciprocal relationships.

Knowing the right strategies to successfully tweet will lead to an increase in your website traffic, a boost in online exposure, and position you as an expert in your industry.

Familiarize yourself with the top five twitter don’ts:

1. Don’t be negative: Avoid complaining and being viewed as a Debbie Downer. No  one wants to read tweets that have negative connotations—it doesn’t add anything  constructive to the conversation and discourages followers from following you. This doesn’t mean you can’t disagree with someone. As long as you are polite and still add value to the conversation, you are more than welcome to disagree.

2. Don’t blatantly market and promote your business on Twitter: People don’t  use Twitter to be bombarded with advertisements; therefore, don’t use Twitter as an  advertising platform for your company. If you want to build a solid Twitter network with  working relationships, you must first listen and actively participate in conversations  relevant to your interests or industry. Once you have built a solid network and reciprocal connections, you can begin posting links to a few articles, blogs, or informative pieces about your company that you believe would provide value to your followers. However, be careful not to abuse your newly acquired position on Twitter. If you start to only tweet for business purposes once you feel comfortable with your network, you’ll immediately be back to square one. But this time, people will know not to follow you.

3. Don’t do all the talking: Twitter is very much like a cocktail or dinner party—  traditional social etiquette applies. For example, no one wants to listen to a chatterbox go off on a tangent about himself for an hour. The same idea goes for Twitter—no one wants to be tweeted at. Rather, Twitter is used for those who want to have intellectual discussions that provide every party in the conversation with valuable information. In the end, successful and solid relationships are built, and a network is created. By building relationships online, you can increase your exposure to potential clients and others in your industry.

4. Don’t neglect your Twitter account: Many people think that by setting up a Twitter account, they’ll automatically get followers and people interested in what they have to say. Some businesses even use autotweets—something that is frowned upon by the Twitter community. If you want Twitter followers, you need to work for them. You won’t build solid relationships if you’re not constantly present on Twitter. But how often should you tweet? Several times a day, throughout the day. Don’t pile all your tweets in during the morning. Space your tweets out in order to reach those who go on Twitter in the afternoon as opposed to the morning. Since fresh tweets always rise to the top of Twitter homepages, yours will most certainly be missed by those who go on several hours after you tweet. Keep fresh and valuable information constantly streaming through your Twitter account.

5. Don’t get discouraged when people you follow don’t follow you: Twitter is a great          place to find fresh and useful information, which is why it’s much more beneficial for you to        focus   on finding people you are interested in following. If you provide valuable information, they may   consider following you. Also, it’s not about the quantity of followers you have—it’s about the quality. Having just a few followers who provide you with valuable feedback and information and who are excellent connections for you to have are much more beneficial than having thousands of followers who don’t provide you with anything useful.

Two Twitter lessons to remember:

1. Proper social etiquette is essential on Twitter.

2. The Twittersphere can be a harsh place, which is why it’s important to always keep your Twitter dos and donts in mind.

Not familiar with the Twitter dos yet? Visit our recent Sūmèr post, Top Five Twitter Dos.

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When used properly, Twitter can be an effective tool for businesses to integrate themselves into the online community. But since Twitter is a sensitive medium, tweeting cluelessly can be dangerous.

Tweeting dangerously? Yes, it can happen. It happens all too often.

If you are constantly working to market and promote your business on Twitter, you may insult the Twitter community, and in effect, create a poor business image online. Twitter should not be used for sales pitches and for advertising—it should be used to build reciprocal connections with others in your industry, as well as your target market.

So, before actively participating in the Twitter community, it’s important to familiarize yourself with Sūmèr’s top five Twitter dos—because it might save you from Twitter rejection.

Top Five Twitter Dos:

1. Do have an account for both business and personal purposes: Twitter users like to feel that they’re interacting with a human being—not a company. Building personal connections on Twitter that also work as business connections is an excellent way to integrate yourself in the community and build working relationships. Just remember, don’t tweet about anything you don’t want known in the business and online community. Reputations can easily be tarnished if you aren’t careful.

2. Do let your personality shine through: One of the keys to success is expressing your distinct personality and showing a human side as opposed to just tweeting about your business. An effective tweet can share information, work to build relationships, or provide value to a conversation. Your personality should naturally flow out of your tweets.

3. Do follow people in your industry or those with the same interests: Following people in your industry is an excellent way to learn from each other and provide helpful feedback. For example, if you own a construction company that builds luxury custom homes, you may find it beneficial to build a relationship with several architects on Twitter. This, in turn, will increase your online exposure, boost site traffic, and possibly allow you to find an architect you’d love to work with.

4. Do listen: There is an abundance of valuable information circulating throughout Twitter, which is why listening to what others have to say is an important factor associated with successful tweeting. Listening also shows others that you aren’t simply using Twitter to post your own information—you’re interested in what others have to say.

5. Do actively participate in conversation: After you begin to get a feel for the personalities of the people you are following on Twitter, you can begin to participate in the conversation and lend constructive advice and comments. If you feel you have valuable information to share with your followers and those you follow, by all means, share the wealth. It’s a great way to illustrate you’re an active participant in industry news and updates, as well as someone who enjoys sharing helpful information with others.

Share your top Twitter dos with us. Or tell us if you agree or disagree with the above. We’d love to hear from you.