The Power (And Curse) of The SMART Dream

Having a dream can be a powerful driving force to propel and guide you in your business. But it can also be an outright curse.

"The future belongs to those who believe in the beauty of their dreams." - Eleanor Roosevelt

While it is a convenient notion to think that simply a vision of your business will guide you properly down the right paths to business success, if you buy into that myth then you are heading down the fast path of likely disappointment. The reality is that success depends on a LOT of hard work and planning, as much as simple and seemingly accidental luck.

If you fail to plan - and fail to understand what (and why) it is that you truly are trying to achieve, then your dream will materialize in ways that will eventually seem out of sync from your intended vision.

Dreaming without a plan is simply irresponsible. Not only to yourself, but to the opportunity that may be wasted due to lack of respect for the process involved to harness the true power of your dream and nurture it properly to success.

More than a few years ago, a popular comedienne named Lily Tomlin was quoted as saying, "I always wanted to be somebody, but now I realize I should have been more specific. " If you frame your dream within this context, be sure that your give your dream definition.

By now, you have surely heard of SMART goals, but have you tried to apply them to your dream? A quick refresher class on using SMART planning for those who need it:

• Specific - can you almost touch your dream? Feel it? Taste it?
• Measurable - how can you tell when you have arrived at it? Or heading the right direction?
• Attainable - can you see yourself attaining your dream? Are you seeing previously overlooked opportunities or skills that will help you down the right path?
• Realistic - do you believe you can achieve it? Are you both willing and able to achieve your dream?
• Time Driven - gotta have a deadline.....fuzzy deadlines make fuzzier goals

When you have your vision, your epiphany or inspirational moment, grab it by the horns and turn it into a SMART Dream. Respect the vision and embrace the process...Embrace the Power of the SMART Dream...and don't become cursed with the Dream that got away!

The "Car Test"

Does your printed material pass the "car test"?
First of all, let's define what printed material is....essentially anything that would be found in the hands of your customer, vendor, business partner - or really ANYONE that YOU would like to be able to be easily contacted by.
This could be a email that has been printed. A take-out menu from your favorite restaurant. A brochure (hard copy or downloaded from the web). A supply form or some type of list.
The common ingredient to all these is that YOU want the person who has this in their possession to be able to act upon (place an order, pass information, ask a question) on in ANY environment. Okay - maybe not a deserted island....but most places.
So what is the car test?
If a person who has your information can act upon it in their car, you pass. What does this specifically mean? The printed information has:

• Your name and/or company name - so the person will know who they are contacting
• Your phone number - business, home, cell or all the above. Extra points if they know which one they are calling, and the hours you might respond
• Your email address. Double car test bonus points if the online format (which turned into a printed format) contains the email address as a hyperlink!

I can not stress enough to businesses, that in this ADD time challenged world we live, if you do not give your customer, vendor or partner the ability to interact with you as quickly and painlessly as possible....then you may forever lose that opportunity, their motivation or sales order.

So - does your stuff pass the "car test"?

The 4 Test Rule

I look at a lot of business plans, and in short, what do I look for?

1. The idea is PROFITABLE. Maybe not today, but soon. Unless you have secret hypnotic powers and can convince some unwitting VC that Pet Rocks are indeed making a comeback, you better have a plan.
2. The idea is SCALABLE. What does that mean? Well...if your margins are running 40% BUT your entire market consists of all the left handed, identical twin Capricorns living in the West Indies who play Scrabble on Thursdays...then your plan may not be of compelling interest based on the size of your overall target market.
3. The idea is REPLICABLE. It can be done more than once. And in hopefully more than one place. It is a repeatable, successful business model that can be grown by you and others with reasonable confidence.
4. Lastly - the idea is SUSTAINABLE. You can reap the profits of your labor (both figuratively and literally) longer than the wonderfully not-so-successful Pets.com business lifecycle....I think the only company in history to go public (IPO) and bankrupt in the same year. Impressive.

Must Have's for Your Retail Website

Websites sure have come a long way since the first one was conceived on November 12th, 1990. While the site is no longer in existence, who ever would have guessed how things would be today compared to the original URL: http://nxoc01.cern.ch/hypertext/WWW/TheProject.html ? (Yes, we know the link does not load anything, the site has been down for a long time now).

But for some sites, the ways of old still seem to linger on. Users - and more importantly motivated shoppers - have come to expect certain features that are still not found on all retail shopping websites. And if you don't have what people need to influence their buying habits, it's just one more lost opportunity to make their life easier to do what you want them to do.

So what are these things that are so important?

• Automatic emails to confirm orders and shipping status - after placing an order online, the most important emails are 1) to confirm the order was received, and that 2) the order was shipped. And by the way, the user is expecting a confirmation of these steps in the buying process too.
• Ability to calculate shipping costs online - after placing an order, customers want to know how much it will cost to ship (or upgrade) without going all the way through the whole process and final screens.
• Express checkout - when shoppers are done, get them to the door and checked out asap.
• Store locator with a map - Google Maps has to be one of the best inventions out there. If a prospective customer wants to come find you and engage you in business, help them!
• Real-time product availability - people want to find out if the product they intend to order is in stock. And if not, this tool will help them make a more informed buying decision.

Be sure to include all 5 elements into your web site architecture. Otherwise, you are potentially hurting your site's chance of providing a great service and competing for market share in today's economy.

More on Beginning With the End In Mind - But IS There An End?

Recently we discussed that knowing what you are trying to accomplish, before you set out to accomplish it, is very important. No one would think of just showing up at the airport to catch a flight to the east coast, unless you knew where you wanted to go, when you had to get there and had a method of payment to book a flight. Makes sense, right?

In the fast changing, online world we live in, the reality of an online presence is far more complicated than the simplistic reasons we gave a few days ago. It simply doesn't end with trying to inform, educate, entertain, expose or sell something. It is really much bigger than that.

Database marketing is a huge industry. Many people have no idea how much data exists about themselves from their everyday consumer behavior. If you are thinking credit reports, that is just the tip of the iceberg. Think:

• Name, address and telephone
• Motor Vehicle and Driving records
• Criminal records
• Court records
• Health information (allowable use/as applicable)
• Political contributions and party affiliation
• New Mover information
• Education
• Ownership information (planes, boats, cars, RVs, motorcycles, etc.)
• Tax Lien information
• Foreclosure
• Bankruptcy
• Magazine Subscriptions
• Membership Groups and Affiliations
• Professional Certifications

And this is really just a small glimpse of the data available. This doesn't even touch the data that you may unwittingly provide people (or don't mind if you were aware) through things like:

• Surveys
• Product Registration Cards (often thought to be warranty activation cards on new products, but really a database info gathering tool)
• Product Purchases

So what's the point?

The point is that if you build an online presence, you are always interacting with your audience in some way. They will exchange information in exchange for something of value to them. Often times when the apparent reason for site to exists doesn't jump right out at you, it may be because the economic value of readers, and the permission based marketing opportunities they agree to, is far more valuable than simply trying to inform, education, entertain or sell something. Or at least sell something today.

So, back to Covey's principle of beginning with the end in mind, know that the end may be just the starting point of the reason to have an online presence. If you are trying to use an online presence for business purposes, you should be aware of the bigger state of business today. And if executed properly and with the thoughtful restraint of common sense based marketing practices, can prove to be far more fruitful than the seemingly simple and straightforward reasons to have a site.

Know Your Customers But Don't Creep Them Out!

Have you ever had great service that seemed effortless?

Perhaps it was an experience in a restaurant? Or as a guest in a hotel? Or maybe it was as simple as an everyday event like shopping at the grocery store, filling up at your local gas station or another errand that is part of our fast-paced daily lives?

The hallmark of great service is often based on a relationship, even if only for a few moments, that is handled properly and with the knowledge that comes from knowing how to treat a customer well.

Usage of proper names, anticipation of a customer's needs, or even remembering a customer's preference (think paper or plastic, non-fat latte vs whole milk latte, smoking vs non-smoking). Many of these behaviors are based on knowing your customer. Not just what customers tell you they want you to know, but also observation of their habits and then remembering them for future use in a proper manner.

"Hello Mr. Smith, great to see you again. We have you in a non-smoking room with 1 king-sized bed at the end of the hallway."

For Mr. Smith checking into the hotel, he knew that the hotel clerk recognized him as a returning guest, preferred non-smoking room, was probably traveling alone on business needing only 1 bed, and liked to be at the end of a hallway perhaps for reasons of fire safety, using the stairs for exercise or just wanted a quieter room. This interchange was probably made possible by the hotel employee reviewing the hotel's computer records and knowing how to employ this information in a way that made Mr. Smith feel welcomed, familiar and will be well taken care of during his stay. Knowing your customer and then using this knowledge properly makes all the difference.

But you certainly do not want to creep anyone out. Our use customer information in the wrong way, or assume excessive familiarity that often lends itself to manhandling a customer.

"Hi Sam, looks like you had a rough night last night. I think you better have a small non-fat latte instead of a large whole milk, because it looks like you haven't been going to that gym as much lately. And by the way, I have some great weigh loss supplements that I am now selling that should work better than the ones you have bought at the store last week - haven't you gotten my last seven emails?"

OK - I think you get what we are trying to say. There is certainly a fine line between knowing a customer and creeping them out. And one should also remember that no matter how good of a customer one becomes, it doesn't necessarily mean that they would welcome unsolicited criticism or being taken advantage of for marketing purposes.

Here are a few of the top things to keep in mind when interacting with your customers:

• Use the appropriate name (depends on the relationship / situation) if you know it - or should know it. If you can't remember it, write it down, or better yet, put it in your database.
• Remember your customer's preferences, but do not assume that their past preferences are absolutely indicative of future needs. Unsure - just ask and re-confirm. People feel good if you remember what they like and don't like, and will respond more favorably because people want to work with people that understand them.
• Once you know your customer, protect your relationship. Do not over-estimate the scope of the relationship or take advantage of the relationship. Even if it transcends into a personal friendship, you are still serving a business need.
• Be true to your relationship by complying to agreed upon rules and restrictions. If you are an online retailer, be sure your privacy policy is accurate and up-to-date, and that you are adhering to it. Same goes for terms and conditions / use of data policy. If you are an offline, traditional business, know what boundaries exist and stay within the rules (both written and unspoken rules of common sense).
• Don't stalk your customers and be creepy. No one minds if you pay attention to them, but it becomes a bit weird when you follow every move your customer makes. And if you really want to make them run for cover, tell them how much you know about them. Information is not knowledge, and the key difference is knowing how and when to use the data properly.

Thanks Dr. Stephen Covey - Makes sense to us!

"Begin with the end in mind". This is the widely known 2nd principle in the much acclaimed "Seven Habits...." book that sits half read on many people's book shelves. But this idea sure makes sense to us!

If you are going to build an online presence, shouldn't you know why?

Was it because you thought having a website was the 21st century equivalent of a winning Power ball ticket? Or even better yet, the infamous million dollar baseball card (courtesy of the Video Professor commercials) that you could sell on eBay?

There are a few main reasons for a website to exist:

1. to directly make money,
2. to help prepare you or increase your chances to make money,
3. to educate people and share information, or
4. for the sheer heck of it, pure entertainment purposes - even if the only person entertained is you.

Let's go ahead and agree to dismiss #4. Nothing wrong with it, it's just not why we are here.

But wait - you can actually make money off all 4. Yes, it's true. If you entertain people you can actually make money by doing so. (But you do need more than just yourself to go to the site).

How?

Think about it. Have you ever gone to buy a car (or any other product or service, no offense meant to anyone in the auto industry) but as you drive into the lot, you get that certain familiar pit in your stomach? That's because at some point in your life, you felt like someone tried to influence your purchasing decision in an uncomfortable manner. Think of the classic, stereotypical used car salesman. Fast talking, loud and pushy. Even if you were totally convinced you wanted to buy that car on the lot, you just didn't feel great about the transaction. You felt like you got sold.

This is where the whole idea of knowing where you want to end before you begin comes in.

If your purpose is to convince someone to take action on the internet, you need to understand what is the most powerful way to do so.

Entertainment is a great way to sell things. Think of a concert. After seeing a great show, you might just be ready to buy the CD, the artist's t-shirt, or who knows what as you walk out the door of the venue. "In exchange for you entertaining me, I will do something you want me to do. And that is to buy what I want to buy (which happens to be exactly what you are selling)."

Education is also a powerful influencer. In fact, it is perhaps the most important influencer on the internet. Think of Consumer Reports. After reading about the latest, best, most powerful, easiest to operate thingamajob online....doesn't that validate your logical next step, which is to buy the item that you were researching? "No pushy salesmen here, I am too smart for that. I know exactly what I want to buy because I have done my homework. Ha - I have outsmarted those crafty marketers"....but have you?

Increasing your chances to make money online - it's deceptively straightforward but not totally simple. Think of research but now let's call it surfing the web. And after you have surfed all over the internet about a topic, you now decide you want more information. So, you fill out that little harmless, it's-just-my-email address line requesting more information. You have now done the equivalent of raising your hand in the world's largest class to be called upon. And when that email arrives in your inbox, or that calls comes in on your wireless phone, you have just entered into the world of shameless internet marketing. Nothing sold here yet (we'll change our opinion on this oversimplified statement in the near explanation rich future), but you have given permission to someone to try and sell you something. But remember, you asked for it, so you're not totally getting sold a bill of goods just yet. But if you are the website owner, you now have a bonafide lead, and increased your chances to make money online. "Hi, I am ready to buy and/or be sold to...please contact me...".

Lastly, the site in which you sell stuff to people and directly make money, nothing wrong with that. Pretty straightforward.

SO, back to the original question, what's your purpose? And based on your purpose, are we building a stage (entertainment), research lab / classroom (education), taking a number in line(waiting for next steps to occur) or store (sell stuff, make money)?

Knowing what you are trying to do online is half the battle. Then building the right site and getting people there is the other half.....so be sure to begin with the end in mind and you will find your choices become much clearer and easier for you to act upon. And while I know this seems fairly common sense based, I am always amazed when people don't really understand what their online goal is.

Are You Kidding Me - Is This Another Useless Blog?

Welcome to our newest blog, morethanclicks.

(did I hear just a groan.....yet another useless blog out there in cyberspace, you say?)

This site is the result of many people over the years asking us for the "tips" and "tricks" it takes to be successful online. And this seemingly simple question is the single reason why this blog exists....as first of all, success is very subjective. And regarding the tips and tricks..... well, that's why you are reading, right? Because it really does take more than clicks to be successful nowadays!

Through this blog, our purpose is to provide you the insight (aka tips and tricks) and inspiration to help you maximize the power of the internet, and achieve whatever your online goals may be.

Our success is the by-product of much trial and error, paying attention to what doesn't work, and trying to remembering what does (large doses of caffeine helps). Then we must be able to combine this experience with the business case to produce measurable positive business results and help our different and varied businesses succeed. Hmmmm.....this actually sounds like jargonistic, internet double talk...

If this doesn't strike you as rocket science but simply common-sense based business decisions.......well, then you are exactly right. But given the fact that we actually apply it every day to get results, then perhaps you will trust us from an insider's point of view that we really do know some of the things that work on the internet.

Good luck, thanks in advance for reading morethanclicks, and we hope you will enjoy learning a few "tips" and "tricks" to help you achieve online business success. And feel free to share your stories, questions or comments too - we like participation!