The Person You Talk to for No Reason

Have you ever heard the expression “You are only as successful as the person you talk to for no reason”? That profound statement has some truth to it. For a small business, sometimes the least obvious interactions can provide a huge partnership, deal, or sale. You never know where the next big opportunity is going to come from. So what does this expression mean and how you can keep it in mind for future interactions?

Start with the people you interact with regularly for short periods of time: the barista at Starbucks who makes your latte, the server at your favorite restaurant, the cashier at the grocery store, etc. Of course, most of the time, you will end up with only what you expected-- your purchase--but if you keep an open mind and give them the attention and respect they deserve, you might find yourself talking business with them or at least building a positive reputation as a professional. Then there are those people you know but not well: church members, sports team coaches, school officials, parents of your child’s friends. These people may be even more receptive to hearing about how your business is going and any opportunities for them to get involved if they come up. The newest employee, someone who works outside of your department, or a contractor that comes in on a short term basis are all people you may talk to for “no reason”, but they can have valuable insights and opinions for you that you should consider.

Your success is up to you, but people can have an impact on it. What some people do affects what you do, so look at their success and appreciate it. Do not take their service to you and their interactions with you for granted. Even if no business comes from these encounters, at the very least, you will be setting an example to aspire to or brighten their day. Read that phrase at the beginning again and make it happen!


© 2013 eMarketing 4 Business LLC

How to Write a Candidate Rejection Letter

Small business owners love to meet new people and nothing makes them feel better than to tell a candidate “You got the job!” But you can’t tell everyone that. You do have to tell the others something, and that’s where writing the rejection comes in. Here’s how to write a formal rejection tactfully and as kindly as possible.

It may be best to start with a follow up phone call. If you do that, thank them for their time and interest, but clearly state that you are offering the position to someone else. Then follow up with the rejection letter right away. Be prompt with these—don’t leave people wondering for weeks on end if they got the job.

The letter itself is known as a “thanks, but no thanks” letter. First, if the person fit the company culture and may qualify for other roles, you can encourage that person to apply again for something else in the future. Personalize the letter with the candidate’s name, the position and a remark about the interview. You don’t want them to think they just received a form rejection letter, even if they did. It’s best to keep it short and to the point. Make sure to be business-like, but gracious, and never say anything you don’t mean—only say they should apply for future openings if you mean it. Even though this is a rejection, you want the person to form a favorable opinion of your company because this is important for your reputation as an employer.

Rejection letters are never fun, but they have to be written to avoid “leaving people hanging.” Do so with honesty, politeness, and your best judgment and it won’t be so bad. Make it happen!

© 2013 eMarketing 4 Business LLC

Cuz You’ve Got Personality!

Any smart small business owner knows the many varieties of marketing materials you can use to give your business a voice—your website, email campaigns, brochures, business cards, and vehicle wraps to name a few. But what some people don’t know is that the tone of your marketing materials is just as important as how visually attractive and informative they are. Whether your business is new or you’re updating your marketing package, make sure you connect emotionally to your customers and show them who you really are, cuz you’ve got personality!

A newsletter is a great way to do this because you can show your customer specific events and promotions you have done recently. The photographs you can include combined with the use of names and quotes will tell the customer what kind of business you run: friendly, influential, dedicated, etc. It will also make your people seem more genuine when they can refer to a few names.

When you write copy for any marketing material, write as though you were having a face to face conversation with a customer. Write in second person (you) and tell them specifically why you can help them. When appropriate, relate your interests to the services you provide. (“My love of basketball gave me the idea to open this training center.”)

Change things up every now and then. While it’s good to have certain go-to graphics such as your logo and company colors, update staff photos and images of your location every so often (once a year or whenever a significant change has been made). This will ensure that customers feel “in the loop” and know what’s going on at all times. The extra attention in this area will pay off because it will lead customers to believe that you work that hard in everything your company does—and of course you do, right?

Make it happen!

© 2012 eMarketing 4 Business LLC

Should I Attend A Business Seminar?

            Business seminars are everywhere, whether you are asked to attend one or you seek one out. These seminars or conferences can be about anything from general business strategies (how to increase monthly sales) to industry specific topics (IT training). With so many options, it may seem like you have to attend one of these seminars. But are they really worth the time and money, and do you really need them? Well, that depends.

Many companies offer seminars--for some, that’s all they do. These events can build on your current skills, allow you to network with other people in your industry, and give you the motivation you need to make changes. You might gain spin-off ideas as in ideas based off your original idea but with something slightly different. It can help you work on your business without having to be in your business. You might expand your social network and get public recognition for your company. If you attend a conference or seminar abroad, you can be immersed in a new culture, companies, and people. You can use it as a tax write off. If you do decide to attend one, be sure that you prepare for the event and decide how to implement what you learned afterward to make it worthwhile. You also have to register early due to limited space.

Some of these events can be very long (a seminar abroad lasting three weeks) and you need to decide if you can spare that much time away. While some offer a money-back guarantee, the fees can be very expensive and the only defense the host has against this is that it will be worth the money. Beware of investment seminars because often they try to get you to put up a high amount of money in unstable investment markets or they try to “sell” you one-on-one meetings with them. You may find that the information covered is too basic for what you were looking for and that you know most of what is presented. Some may even be a scam—it’s rare, but be sure you know exactly what you are getting and for how much.  There are a few reasons not to attend a seminar. If it’s not the right time (you are overwhelmed with your workload or the subject matter is not relevant at the time), don’t go. Self-doubt can make you think you need more training in a certain area, but sometimes if you wait it out, you can find practical solutions on your own. If you are interested in a subject but would rather hire someone to do that thing for you, you are better off leaving it to whomever you bring on (for example, if you want to improve your website, you may decide it’s best to hire a company with professionals who can do that for you so you have time to do other things). There are times when you feel as though you just can’t absorb another new thing, so maybe you don’t need to right now. Finally, don’t feel obligated to go to a seminar on a subject that you don’t need more information on just because you’ve been invited.

The average recommendation is to attend two to four seminar or conference events per year—you don’t need more than that. Use your better judgment when deciding if it’s worth the time and money away from your business. Make it happen!

 © 2012 eMarketing 4 Business LLC