Maine Creative Services

A big hello to Sherry and Kristin of Counseling Services, Inc. of Saco, Maine, and to all the volunteers who worked so hard organizing and running CSI’s big fund-raiser last Friday (Aug 26).

Special thanks to all the business owners and everyone who teed it up during CSI’s 14th Annual Drive Against Child Abuse golf tournament.

The event was held at beautiful Dunegrass G. C. in Old Orchard Beach on a sunny, warm day. Perfect golf weather, with only a light breeze.

Since 1971, Counseling Services, Inc., (CSI) has provided affordable mental health and substance abuse treatment for children and adults in Southern Maine.

I’m still waiting to hear how many participants sank a hole-in-one and split that $10,000 with CSI.

The PC maker has been the brunt of many a bad rap in the blogosphere (and beyond) lately. As I mentioned earlier, it started with a series of “Dell Hell” memos from blogger John Jarvis. First, he had major problems with his Dell laptop. When he complained (or tried to) he experienced nightmarish Customer Service from Hell.

You can read Jeff’s entire series of posts here.

Well, the mammoth computer maker has seen the light. Or heard the blogosphere. At least that’s what their PR reps say. Shankar Gupta reports in Online Media Daily:

“(Dell) says it has new procedures for dealing with the blogosphere. The company’s public relations department monitors blogs, looking for commentaries and complaints–and, starting about a month ago, began forwarding complaints with personally identifiable information to the customer service department so that representatives can contact dissatisfied consumers directly…”

PS: The article appeared the same day Jarvis finally got his refund from Dell.

Bert Decker points out that a bad ending can torpedo a good presentation. He offers six ways NOT to end your next presentation. In brief:

1. Don’t step back.
2. Don’t look away.
3. Don’t move on the last word. Hold still for a half-beat after the “you” in “thank you.”
4. Don’t raise your hands. Think of yourself as the gracious host or hostess and drop your hands with an appreciative “thank you.”
5. Don’t rush to collect your papers, visual aids or displays. Hang around for a while.
6. Even if you think you bombed, never blackball yourself with a critical grimace, a shake of the head, eyes rolled upward, a disgusted little sigh.

It’s a little like show biz. Old vaudevillians used to say, “Get a good opening and a good closing. The middle will take care of itself.”

I’d add this important point: Rehearse your opening and closing — out loud — until you’ve got both down cold. It’ll boost your confidence and eliminate those wishy-washing endings that undercut all your hard work.

Remember, even professional musicians and athletes have to practice — and they’re pros! All the more reason for us mere amateurs to work out the bugs in private.

More presentation tips are on my web site.

Six Feet Under is gone. The HBO series about an undertaking family is itself six feet under, alive now only on DVD.

(Warning: plot spoiler ahead)

Is your marketing message as lifeless as Nate?

Life, energy, enthusiasm — your marketing collateral need these qualities. In addition, the closer your sales letters and brochures come to communicating your true personality, your true passion, the more they’ll resonate with potential clients and customers. And the more response you’ll get.

If you’re not passionate about your business and the value to deliver to the clients you serve, who will be? Marcia Yudkin has a good writing tip if you’re struggling to find your authentic “voice” in your copywriting:

To communicate with life, set aside what you're supposed to
say, and write your first draft from the heart.  Does it
have spunk, energy, individuality?  Good!  Then and only
then, smooth the rough edges and edit for clarity. 

So go ahead, put yourself out there, in print or online. Be yourself — but be lively, too.

Sometimes “free” is just too expensive.

Take those free business cards you can order online. While their quality and appearance can be quite nice, they often gossip about you behind your back. They may be sending subtle, negative messages about your company and you, which can undermine your best efforts at marketing. Let me give you an example.

At a recent outdoor event, I happened to meet a woman whose company provided technology services. One service, in particular, seemed like a potential good fit for one of my best clients. After a brief chat, we exchanged business cards and went our separate ways. Later, I looked at the back. It read: “Free business cards from Vistaprint.”

Unfortunately, this completely undercut her credibility. I couldn’t help thinking, “If she can’t even afford business cards, how successful could she be? How could I possibly refer my important clients to her?”

That’s why I was surprised that the WSJ’s Startup Journal touted these freebies recently. Hey, I’m as cheap as the next guy, but I always discourage clients from using free business cards. Why?

Because they sabotage the integrated look and feel your marketing materials require.

To present a professional image to prospective clients, your ads, brochures, web site, business cards, etc. must all share a single “look”. What kind of message are you sending to potential clients or customers, when your business cards, brochure and web site look like they came from three different companies?

Important: I’m not knocking online printing companies. Some are excellent. I’ve been delighted with the prices and service from GFX, among others.

I’m saying, don’t cheap out on something as crucial as your marketing materials. They’re the “best outfit” you wear to meet with important clients. Do it right. Here’s how:

• Budget the money and make the investment. Yes, investment. You can expect quality to yield higher returns.
• Hire a good designer — not all of them are expensive — to create your logo, letterhead, business cards, brochure layout.
• Hire a good copywriter to help you articulate your message. (Sometimes both designer and writer can be found under the same roof.)
• Spend the money for quality offset printing. Tip: Always shop around and get several estimates for any print job. Prices, like quality, vary widely.

Hire professionals — you’ll be glad you did.

An expanded version of this article is available on my website. It joins many other business and marketing articles.

Wanna write a book? Wanna watch someone else do it?

Marshall Brain has been an education and an inspiration to me and, I’m sure, many others. He’s best known for his website How Stuff Works and his essay/ slide show, How to Make a Million Dollars. (If you haven’t read the latter, do so immediately. IMHO, it’s more useful than an MBA.)

His WebKEW blog (see link at right) is a book-in-progress, unfolding on his blog. Subject: Making money with a web site.

Now Marshall is writing and publishing a book, and chronicling the entire process online. He’s unselfishly letting the rest of us watch and eavesdrop as he proceeds.

This will be a priceless education if you’ve ever dreamed of writing and/or self-publishing a book of your own. Thank you, Marshall! Your generosity is an inspiration to us all.