The Marketing Mix | official blog of the Marketing Mentor community

You know you’re a business when….

If you take your business more seriously now than you used to, I'd like to know what's different. For my session at CFC, You are a Business, are there rules and policies you've developed about what you will (and won't) do?

To get this topic started, here is what Laurel Black posted on LinkedIn about this topic:

In 30 years of freelancing, I have developed several rules.
1. Never work with anyone who treats you like you're stupid. 
2. Never sell something to anyone who doesn't understand its value. 
3. Never let the client set your price.  

These “Nevers” are the result of having ignored red flags. So are these three "Always":

1. Always observe the golden rule. 
2. Always put all agreements in writing. 
3. Always get a deposit.

What makes you a business? What rules and policies do you keep? What is your business mindset made up of?

How to get your work published in beautiful design books

My new book, Designing for the Greater Good: The Best in Cause-Related Marketing and Nonprofit Design, co-authored by Jonathan Cleveland, showcases the work of more than 400 talented designers helping to make the world a better place, often in the face of low budgets, tight schedules, and other tough challenges.

Getting your work featured in a design book is easier than you may think, and can be a powerful part of your marketing machine. In my latest edition of Biz Bits, I share a few reasons to consider regularly submitting your work to publishers:

• Design books are beautiful. They’re hardcover, full color, use high-quality printing techniques, and make your work look great.
• Each book showcases a small amount of work from a very large number of entries. Designing for the Greater Good had close to 4,000 submissions but we used only about 400. Demonstrating that your work can stand out against tough competition builds your credibility as an expert designer. And clients love to see that work you did for them was well-received by other design experts.
• Books like this give you global exposure. Many copies are purchased by buyers outside the United States, helping you build a diverse, international client base.
• The book publication of your work creates a great opportunity to do a little PR bragging to your contacts, using press releases, social media, your web site and elsewhere.

So how do you get published in these books? Start with the books you love that are already out there. Find out who the publishers are and sign up to be on their email lists. They’ll send you announcements and calls for entries on every book they do; they need people to enter good work to provide content.

Get my new book and do some good too

After 18 months in the works I'm thrilled to announce the release of my latest design book "Designing for the Greater Good." The book is officially available on Amazon.com and your nearest fine bookstore.

This book is actually a dream come true for me. I started pitching the book idea to publishers back in 2003 and kept getting rejected. "No one wants to look at a book of work that people do for free" was the common response. Never mind that I was running a successful agency that was doing pretty much only non profit work. That didn't matter or wasn't proof enough that it's a hot topic. Publishers didn't think a book on this subject would sell. But I didn't give up. Every chance I had I pitched the book. I knew that the world needed to see all the amazing work designers do for causes and non profits. 

And then I met Nancy Heinonen. Nancy invited Ilise and I to write the introduction to Big Book of Self Promotion and was interested in ideas for new book projects. I pitched the idea to her and she loved it. My enthusiasm with the topic helped her sell the book concept to Harper Collins and BAM! we had ourselves a book deal.

The book was not a small task. As soon as we announced the book and opened it up for submissions the work flooded in. I knew that I wouldn't be able to handle authoring and designing the book myself so I turned to a good friend and Marketing Mentor client, Jonathan Cleveland of Cleveland Design in Boston, and together we collaborated to make the book come to life.

But the book release is not the only reason I am writing this today.

With the spirit of the book, I'd like to make a bigger impact through the power of the design community. So here is what my lovely co-author Jonathan Cleveland and I decided to do:

Buy a book and help rebuild Haiti.

Our promise: For the first 100 books sold this week we'll donate $10 per sale to the American Red Cross to help Haiti earthquake victims in your name. Think of all the goodness you'll be sending out there with each book purchase. It's practically banking karma points and making a real difference in the world.

What we ask of you: email a copy of your receipt of the book purchase with your name to peleg@marketing-mentor.com and your name will be added to the list of donors. That simple.

I have no idea if even one person will care to participate in this effort but I'm putting it out there.  Sure, I'm hoping this will help promote the book but frankly, I think this book will sell with or without this effort.

I'm super proud of this book. The work in it is some of the most inspiring design work I've seen in my life. Real work with real purpose. Design work that really touches people's lives.

I hope you grab a copy and savor the goodness!

Turn Your Intentions Into Projects

In my latest edition of Biz Bits, I talk about how to identify intentions and turn them into reality. Here's how:

Over the holiday season, I spent a few days in a hotel room while I was visiting family out of town.  While in the room I indulged in a little TV watching, something I don’t do at home since I gave up my cable subscription a few years ago.  The commercials, in particular, fascinated me.  And this being a few days before New Years almost every ad had to do with making resolutions.

Give up smoking.  Flatten your stomach.  Eat better food.  Make money from home.  In other words, a slow drip of self-inflected guilt with hopes to get it all fixed by simply dialing an 800 number.

We all know that it takes more than a phone call and three easy payments to change our lives.  Real change takes dedication, commitment and a process to keep us engaged.  Real change doesn’t start with a whim inspired by slick copy and a fast-talking pitchman; it starts with naming your intentions and shifting your mindset to what it is that you really want to change.  
 
But identifying your intentions is only the first step to see them become reality. If you want to see results, turn your intentions into projects. A project aligned with your intentions will give you the framework and structure to move things along. Your project will help you stay connected to your intentions throughout the year so when January 2011 arrives you have something big to celebrate.

In the same way that you approach a creative project and break it down into small manageable steps, apply the same creative principles to your intentions. Here is the simple 10-step process I created and follow:

1. Identify the area you want to change
2. Choose your intention in that area
3. Create a project you can work on addressing this intention
4. Give the project a timeline and a deadline
5. Plan the preparation work before getting started
6. Divide the project into milestone phases
7. Break down each phase into small manageable weekly tasks
8. Add the tasks to your calendar
9. Get an accountability buddy to keep you in check
10. Decide how to celebrate when you've reached each milestone

You can apply this process to any area in your life and business and start seeing movement and change almost immediately. Get out of the habit of setting goals and losing track of them a couple of weeks into the new year. If you're serious about changing something, it all starts with the intentions you set and the way you treat them.
 
To get more tips like this delivered to your inbox, sign up for Biz Bits today.
 
Peleg Top is the co-founder of Marketing Mentor and works with creative agency owners in helping them grow their business, become more profitable and live a balanced life. Biz Bits, his free monthly business tips, will add a dose of inspiration to your business growth efforts. Sign up to get Biz Bits delivered to your inbox today.

Reflect, Review and Plan

In my latest edition of Biz Bits, I talk about a simple exercise that has helped me to become more successful in my business and to live a more meaningful life.

Here's what I do:

I find a place where I can be still and quiet, reflect upon the year that has just passed, and take stock of the valuable lessons I learned. I write down the obstacles I overcame, what I accomplished, and what I celebrated. I look not only at my business, but my personal life as well.

I’ve discovered that taking just a single day away from the hustle and bustle of my regular routine to do this exercise makes it easy for me to identify what I need to do in the future, both to advance my personal success and to make sure that my life is in tune with the things I value most. With these reflections clearly in mind, I set my intentions (not resolutions, mind you) for the coming year.

This holiday season, I encourage you to set aside some time to review 2009 and create the best 2010 you can imagine. Here are some questions you may want to ask yourself to help you on this journey:

What is it that you do do?

In my latest edition of Biz Bits, I asked the question, "When was the last time someone asked you what you do?" Here's why:

I just returned from a week’s vacation cruise. Every day I met dozens of people from around the world and had to answer this exact question over and over again.

Having a ‘seven word blurb’ is a business necessity. I teach people to craft their statement as part of every consulting relationship I get involved in.  So you would think that when it’s my time to answer the “what do you do?” question, I would have no trouble. Right?

Big trouble.  I found I needed to rethink entirely the way I answer this question.

My practiced answer to the ‘what do you do?’ question is “ I mentor creative agency owners and teach them how to grow their business.” You understand that, right? Of course you do, because if you’re reading this newsletter, you’re most likely a creative agency owner or a creative person in my target market.  Most of the time I answer this question I’m meeting creative people at creative industry events:  not on a cruise ship.

So in the cruise ship dining room one evening when a guy from Sweden asked me “what do you do?” and I gave him my practiced answer, what I got in return was a peculiar look and the honest response, “I have no idea what that means”.

“What is a creative agency?” the Swede asked. “And what’s a mentor?” I found myself trying to explain what I do in a whole new way.  I started stumbling and stuttering (which is so not me).

I knew I had to find a simpler way to explain what I do and still get the “oh, tell me more!” response from the other person, I hope for. It had to be clear enough that a foreign tourist could understand and still convey a depth that would leave things open to take the conversation further.

So after a few more tries, and a lot more explaining in ways that were clearly still too confusing to people outside my target market I came up with the line that worked magic for the rest of the week.

“I teach artists how to make money.”

Do you have a tribe yet?

One of the challenges of being a "solopreneur" is working alone, especially if you're not used to it.

That's one of the main themes of the Creative Freelancer Conference: you are not alone. Just because you work alone doesn't mean you are alone. One of the best ways to overcome the isolation is to create a "tribe" or network of colleagues to whom you can turn when you have questions and problems -- or just need to vent.

In fact, last year, several groups or "tribes" formed spontaneously during the 3-day event, then stayed in touch and supported each other all year long. One of those tribes even went as far as to give themselves a name, and they're in the process of designing a logo!

They're called "Solo Mafiotto" and they have 13 members (2 photographers, 1 writer, 10 designers) and four of them will be back at CFC this year, wearing their new buttons and looking for new blood for the "family."

 

Tribe member Ivette Cortes, of IC Design Studio, says, "I don't feel like I'm working in a vacuum anymore. I know the tribe is out there and we learn from each other via email. It's also a venting tool when we have problems."

Listen to this 10-minute interview in which Ivette describes how being a member of this tribe actually helped her earn the money to come back to the conference this year! And take a look at this video she made right after last year's conference: http://www.youtube.com/watch?v=WZ7bgdrYeZ0

Won't you come (to San Diego, Aug. 26-28) to find your own tribe? Register here.

If you are in Boston, come and have breakfast with me!

I'll be moderating a free breakfast roundtable think tank for creative agency owners next weekend. If you are in the Boston area and want to spend a couple of hours talking shop with like-minded principals sign up and come join the conversation.

The event is kindly hosted by Tech Superpowers and joining me will be Jonathan Cleveland, principal of Cleveland Design and  my co-author of our upcoming book Designing For The Greater Good.

There is no cost to attend and breakfast will be free too. We'll also give away some books and an iPod shuffle. Can this be any more attractive?...

Space is limited to 12 participants and we only have a couple of seats left.

Attracting, developing and maintaining your ideal clients
Saturday, May 16, 2009, 10AM-12PM

Tech Superpowers Digital Lounge
252 Newbury Street
Boston, MA 02116

Click here to reserve your seat.

Marketing tips at The Los Angeles County Museum of Art

Networking – what not to do.

Last night I went to a networking event/anniversary party for BlankSpaces here in Los Angeles. BlankSpaces is a collaborative, shared work space where freelancers and other entrepreneurs can rent office space by the hour, week or month. And last night they celebrated their one-year anniversary.

The party was hopping with people. The line outside the building seemed like it was an exclusive LA club. Took about 20 minutes just to get into the building. Inside, it was crowded and loud but nevertheless, the extrovert in me was eager to meet people and network.

I got a drink at the bar and started to walk around in hopes I’ll run into someone I know. No familiar face in sight. I kept mingling and it took no time before I started a conversation with a graphic designer, followed by a wine distributor, followed by a photographer. With each of them I spent about 15 minutes chatting. And that’s about all I could take.

All three had one thing in common. They didn’t stop talking about themselves. They kept telling me about what they are doing and what they’ve accomplished. It was a “Me! Me! Me! fest”. Not even once did they stop and ask me a question. Not once did they bother finding something in common we can discuss. I was completely bored and couldn’t wait to get away from the conversation.

The key to meeting people at networking events is to make a connection, not to tell your life story. Not so much to sell.  Making a connection means we find something in common. It’s about showing the other person you just met that you are interested in them. 

Next time you’re at a networking event, don’t make the mistake these folks did. Don’t focus so much about yourself. When you meet someone new - show interest. Ask questions.  Engage them in a conversation about a topic other than you. Let them experience your personality, your humor, your charm.   

The three people I met could have been interesting prospects. A friendship may have started. I could have thought about leads to send their ways. But their self-absorbed conversation didn’t make me move towards any of that. And that’s too bad.