DIFF Sponsor Opening from Basik Films on Vimeo.

During the Dallas International Film Festival or #DIFF, I had the opportunity to work with Dallas-based Red Carpet Crash (owned by the cheer-inducing Devin Pike). Special thanks to them for getting me the link to this video.

The video above was created as an advertisement specifically for #DIFF and they played it before pretty much every movie playing through out the festival. But I was impressed every time I saw it. #DIFF truly understood their audience before making this. Its witty, well-filmed, it has indie-esque background music and shows something the audience can relate to even if its over-exaggerated. The only problem I had with this commercial was the fact that I didn’t see it before I got to the festival.

Often times we don’t bother thinking about what our audience wants to see from us. This is a mistake. A short commercial like this truly connected with people watching. Here are a few quick ways to market directly to your audience.

1. Find your Target: Obviously you need to know who you want to reach before anything else. Find your target market and then research the heck out of them.
2. Find common interests: Learn about your audience. Discover what else they enjoy besides your product: adventure sports? cooking? gaming? Try to relate those other interests to your product.
3. Find the medium they prefer: Is it video? Texting? Mobile? Web? Facebook? Go to where your audience is.
4. Pay attention to details: With the #DIFF example, the videography is really sharp. They knew their film festival audience wouldn’t put up with grainy image and bad sound, so they made it look professional. What kind of details would turn your audience off?
5. Create the warm fuzzy feeling: What makes your audience go “awwww”. Don’t assume everyone likes babies or kittens. Figure out what makes your audience smitten then feel free to use it.
6. Learn the Language: Every generation has their own pattern of speech. People who play sports use different slang than those who play jazz. Find out the little words that will make you in-the-know. (Don’t over-do the colloquialisms though, too much is a bad thing.)
7. Make your message clear: For any audience you need to keep your message simple and easy to understand. If people don’t know what you’re selling all your efforts are wasted.
8. ASK: Want to know if your efforts work? Find your target market (online, in the grocery store, wherever) and ask them

How would you want to be marketed to?

We’re going to do a quick lesson on e-mailing-list etiquette. Mailing lists are a great way to keep in touch with your clients, connections and possible synergy partners. However, readers should be able to equally opt-in or opt-out. They should have some kind of connection to you so that your newsletters remain relevant.

Note: a connection to you does not mean that they handed you their business card once at a happy hour after you talked to them for five minutes. That’s spam. I’m all about connecting, getting to know you and possibly getting business from you. But you are never earning my business if all the sudden one week later I’m on some random mailing list. The problem is, I might even like your product/service, I might have considered a business relationship with you… but when you cross the line into spam, I’m not going to support you. In fact, I refuse to do any business with spammers.

So what’s the classy way to handle adding people to your email list? If you think someone could benefit from your monthly newsletter when you meet them, ASK. Its not hard. Just say, “Hey, would you mind if I added you to my mailing list? After our chat I really think its something you’d enjoy.” (But only if it is. If you just talked about the weather, you probably need to get to know them a little better.) Or later, send them an email and ask. We handily call this permission-based marketing.

Be respectful. Don’t spam.

Just a few weeks ago LinkedIn announced their new blackberry app, allowing you to take LinkedIn with you wherever you go.

I have to admit I was already macgyvering a way to do this. I synced up my blackberry to Outlook and then downloaded the Linked-In Outlook plugin. This made life slower but eventually all my contacts ended up on my phone (more on this here).

LinkedIn must have had the same thought I did. All those connections are great but I need to be able to access them easily from my phone. There’s just no point to connecting if I can’t call them up.

But its more than that. For a long time I categorized LinkedIn as a lesser social media platform. It was for getting business cards stored logically and paper free: that was about it. Don’t get me wrong, I know it has more features and some people use it very effectively in their business. But the lack of real time updates and notifications shoved it in to the I’m-too-buzy-to-devote-that-much-energy-right-now category.

But much like my recent post on how Twitter is ineffective without apps; LinkedIn is ineffective without mobile. I have a feeling I will be doing a lot more with LinkedIn in the next few months.

(Additional Note: If you watched my last video blog you’ll know my blackberry, may it rest in peace, finally keeled over. So I have not actually gotten to try the LinkedIn blackberry app. However, I got an android and downloaded a Linked-In app. Even though its not an app developed by LinkedIn, I’m still excited to test it and discover all the things I’ve been missing!)

Your brand is not in your hands anymore.

The internet possesses powers that can turn you into a celebrity overnight. But the great god that giveth, doth also taketh away. In other words, deal with your business honestly or you won’t own a business anymore. Think this sounds dramatic? It’s true.

Take the example of Brian King. Brian is media editor (video mostly) and also a podcaster. He’s a freelancer. He lives in LA and does great work. Brian had the opportunity to help someone who needed, more-or-less, a quick and dirty video done. Cheap, fast, you know the drill. Brian had some connections and offered to work on the project. After multiple editing rounds, the client paid. Well… kinda. Brian got a letter from Bank of America saying the client in question had stopped the check. It wasn’t for a whole lot of money, but Brian had paid out of pocket to use facilities and now he was in the hole. Of course, the amount isn’t what matters, its too small of a check to bother hiring a lawyer, but its the principle of thing. So Brian decided he wanted payment, and he was going to do what it took to make that happen.

Brian turned to the internet. First he bought a domain. It just so happens that his client does not own his-name.com: philconti.com Then he promoted the page to his blog. Then he posted it to twitter. Within 2 days he had over 100 retweets and dozen of people making comments on their own blogs and personal websites. If you now google performers Phil Conti & Marlene Arden, mostly negative press shows up.

I found out about Brian’s plight from a webcomic I read: Candi by Starline X. Hodge. She posted about it in her daily update because,

“He’s a good friend of mine, so when he posted it on his blog, I decided to help. I just didn’t like hearing that he got ripped off. Figured if more people knew about it, then maybe they’d pay him for his work.”

I contacted Brian and asked if he’d tell me a little bit about why he chose this course of action (putting pressure on the client through the internet). He said

“They’re entertainers, and I know that entertainers’ web presence is extremely important. If they realize that the internet dislikes them, and their google/twitter/whatever search results are negative, they’re going to have problems.”

Which I agree, it’d be a problem for anyone! I asked Brian what kind of outcome he hope for. He said he’d just like to make up the difference, if they pay in full, he’ll pull down all the pages he wrote mentioning them.

Brian is just one freelancer in California and he completely changed the personal brand of Phil & Marlene. So the next time you deal with a customer or hire a company, be above board. Make sure you hold the keys to your company’s image. Never underestimate the power of the internet and what that means for your brand.

So what do you think? Do you think smearing someone’s brand is justified? Is it too much? Not enough? Have you seen the internet eat another business alive?
If you agree with Brian’s approach be sure to spread the word, ReTweet, blog, link on Facebook. Show his site some love. And Starline too!

Image by AndYaDon’tStop

I’ve got this really bad habit of gushing about things I love: Wordpress, Twitter, kittens… well I have a new and brilliant tool I want to share with you. The problem with many browser plugin/apps/downloads is that they clutter and aren’t very user friendly anyhow. But not Shareaholic! Observe:

Before Shareaholic.

After Shareaholic.

But what does this wonderful and non-space hogging button on my browser do?? you may be wondering quietly to yourself. It might as well be a portal to the end of the universe as far as I’m concerned, its just that spectacular. No really, it lets you share stuff… everywhere! You know how it goes. You’re on a site, or reading an article and you are like “Wow, this is brilliant. Everyone should see it.” Then you have to copy the url, open an email or Twitter or Facebook, paste it and hit send. And you have to do that for every place you want to share it to. No longer! Just click the Shareaholic button and a drop down menu appears, select where you want to share your info and bang, done. All that’s left is customizing and waiting for all the feedback. (Random Tip: you don’t have to just share publicly, Shareaholic will let you link to your email or to private Facebook messages as well.)

I know what you’re thinking: “Okay, I’m sold, how do I get this amazing button of awesomeness?” Easy. Just go to Shareaholic.com and pick your browser. (It even works for those shameful people who don’t have Firefox.) Then download, and the happy little green icon will appear on your browser. Note: downloading this will not hurt your computer, not spyware or anything like that, your hard drive is safe!

Not convinced yet? Shareaholic works with about 50 services already and there’s even a video I found on their lovely blog:

Today I want to hurt the feelings of a tiny tool that every salesman I’ve met keeps on his desk; the rolodex. I hate the rolodex. I hate its infernal little tabs and its mindless organizing system and today I’m going spend an entire post tell you why it sucks. But not to worry, your contacts deserve better and I have a solution.

Your Rolodex and Its Many Short-Comings

• Organization: So a rolodex may look more organized that my original method for keeping business cards (a shoe box) but instead of empowering you, it restricts you. You can only search one way: alphabetically. And you can only alphabetize by one method (first name, last name, company name – pick one). You can’t search through it by category or need.
• Infuriation: Not everyone’s cards fit in the box. Some people like to be special (ever seen those cards that try to be cute and are shaped like a square? They just want to mess up your system!). Or better yet you have to write the information onto a card, wasting your precious time.
• Transportation: Its not exactly portable either, is it? You can’t go to a lunch with it in your pocket.
• Inspiration: So what happens if you want to give some a referral on the spot? You can’t unless you happen to have them in your cell phone! You have to make a note and hope you remember. The moment of opportunity is gone.

So what can you do?

Get Rid of the Rolodex. Forget all that paper work. Call it going “Green“! (Or whatever helps you sleep at night.)

Now, let me tell you what I do.

1. I go to a meeting and come home with a handful of cards.
2. I log on to Linked-In during the next week and type in their name.
3. If they’re on, I connect with them, adding a note about where we met. If not, I send an invite.
4. Then I upload the contacts to my outlook through the Linked-In Toolbar.
5. (Extra step for my Blackberry/smart phone users: I synchronize my Outlook with my phone.)
6. Then I THROW THE CARDS AWAY. That’s right, I toss them.

I know what you’re thinking: What if they don’t connect with you and you could have used their service? Too bad. I figure I would have stuck them in my rolodex and forgotten about them anyhow. But now since they are in my phone and their information is updated through, I can connect them to other people or get in touch with them any time. It may sound crazy but it works. I stay better connected, I don’t have as much paperwork all over my desk and I have their information with me all the time.

So I suggest getting all your cards together this 4th of July weekend and roasting some marshmallows on them.

What do you do to simplify your business with technology? Are you really using Linked-In to its great potential or are you just there?

We at Veribatim are very excited to announce our partnership with Microsoft. After speaking at the StartSpark event, I’m able to back this program whole-heartedly. Don’t know about BizSpark yet? Read on!

Microsoft® has an exciting new program specifically designed to provide early stage Startups, like the ones we work, with software, support, and visibility to help ignite your success. The program, called BizSpark™, provides access to:

• Software. Join BizSpark and you’re just clicks away from having access to current, full-featured development tools, including Visual Studio Team System, plus production licensing to develop and bring your solution to market.
• Support. BizSpark provides you with professional technical support from Microsoft and connects you to a global community of business experts who can help guide you through the hurdles of growing your business.
• Visibility. Through BizSpark, you’ll have the opportunity to achieve global visibility to an audience of potential investors, clients and partners.

Eligibility requirements are minimal: If you’re a privately held company building a software-based product or service (even using open source code), in business for fewer than three years, and with less than USD$1M in annual revenue, you’re in!

To join BizSpark, you must be sponsored by a BizSpark Network Partner, such as us! (Note: Look up Veribatim when registering). You’ll find more program details here. When you’re ready to sign up, contact us about sponsorship and get your enrollment code.

Once you have your enrollment code, joining BizSpark is fast and easy. No payment or credit card information is required, and there are no upfront costs. (Microsoft will assess a USD$100 program offering fee at the end of participation in the program, or the end of three years, whichever comes first.)

Get your Startup fired up! Visit the Microsoft Startup Zone to learn more!

While we’re on the subject; are you subscribed? If you’re not getting regular updates of the Veribatim Word of Net blog, why don’t you take a second to connect to our RSS as we continue to offer new and greater benefits.

I realized after attending the Microsoft SparkStart event that I often repeat the same advice over and over again, just with a new angle. So instead of doing that today, I’m going to point you to posts I wrote over the last year that still make sense right now! Believe it or not, the social media game hasn’t changed that much in a year. In fact, marketing as a whole hasn’t changed that much, we just use a different medium.

So here are some posts that might be relevant for you today:

Why Social Media is important:

• Social Media: Personal Touch in a Virtual World
• The Business of Social Media

The Facts:

• Facebook: Making the Rest of Us Look Bad
• Tools for your Belt: Demographics & Surveys

The Etiquette:

• Top 5 Ineffective Social Media Accounts
• Social Media Compared to Offline Networking

A lot of the truths of marketing still exist in the digital age. Are there any principles you use over and over again in your own marketing (online or off)?

Last week I had the opportunity to speak on a panel for Microsoft BizSpark’s first event: SparkStart. I sat on the Marketing Panel with two fantastic names you may know: Giovanni and Sean Jackson. I had a great time and every person I talked to said that they got even more out of the day than they expected.

However, though social media was spotlighted by the marketing panel we did discuss other ways to market. I want to share some quick thoughts that I thought should be repeated:

• Consider your sales funnel: There is a gap between the intent to purchase and actual purchase, do everything you can to help people get through it.
• Don’t scatter shot: Focus your social media efforts, but make sure you grab your real estate with something like NameCheck
• Social Media Tip: Have the heart of a servant
• Twitter: To quote Giovanni “its the shiniest thing out there right now” but know your target market, they might not use Twitter; go where your clients are.
• Branding, branding, branding: Do this FIRST! Don’t get on Facebook til your brand is completely ironed out.
• Email: has not gone out of style and is still a cornerstone of any online campaign.

If you missed SparkStart, I heard that due to the overwhelming positive feedback, there will be more of them! Feel free to contact them at their website or their twitter profile: @Sparkstart

Did you attend? What did you take away with you?

We’ve all been there, you need something, you need it fast, you’re already stressed out–and then, the dreaded website frustration. You can’t find what you’re looking for, the site is impossible to navigate and there’s no contact information to be found. Right about then you actually consider smashing your laptop against someone’s head.

Usability = User Friendly

Usability in web design is a term that equates to User Friendly. I decided to write this post after a suggestion from Cynthia in an earlier entry. Also, it blends nicely with my last post about design because design and usability should go hand-in-hand.

Imagine a world full of balance and peace. Its not going to happen anytime soon but if your website could instill a little bit of zen think of how grateful your clients would be! So, let’s evaluate the key components of your website for usability and even, a bit of tranquility.

The Zen of Simplicity

The key to a user friendly website is simplicity. A few places on your site can cause your clients to pull their hair out if they can’t find them. So create a bit of zen for your clients in these spaces, since we all know happy clients means a happy business:

Contact Information: It sounds obvious, but difficult to find contact info remains the number one complaint I hear about business websites. Make it obnoxiously easy to contact you. Note: Sometime companies purposefully hide phone numbers because they don’t want to take personal calls. If that’s the case you have a customer service problem as well as a usability one.

Purpose: I don’t mean your mission statement; I mean the goal of your website. Do you sell car parts? It should be obvious on your landing page. Do you have an online store? Tell me upfront. The worst thing you can do is waste your client’s time. Make this information readily available to them.

Navigation Bar: Navigation on a website should be intuitive. Let’s define intuitive as logical and balanced. The navigation bar must be easy to find and easy to use. Consider your most visited pages: put those first. For example, if you have an online store, more people will want to visit your shop before reading your biography.

The anti-zen: Clutter: Clutter gets its own special category. Its something you DON’T want to have on your website. It’s also the arch enemy of peaceful zen-ness. Some examples of clutter on your landing page can be excessive use of

• ads
• blogroll
• links
• announcements
• pictures
• calendar/events
• multiple text boxes

Don’t distract people from the message of your site with secondary information, let them explore to find it. If your site has accumulated some clutter, consider some online spring cleaning.

You don’t need a bunch of scented candles to create some balance for your clients. Start with something simple, like making your website a stress-free zone. A little zen goes a long way.Want to get a little more in-depth with your search for simplicity? Kalena Jordan has a great guide to a User-friendly website, for further reading.

What frustrates you the most when you look at a website?