Jason Rose, president and founder of PR firm Rose+Moser+Allyn

You may have heard Jason Rose’s name in the press recently — and with good reason.

He’s now representing Amy and Samy Bouzaglo from Amy’s Baking Company. Yes, that Amy’s Baking Company.

As founder and president of public relations firm Rose+Moser+Allyn, Jason Rose is no stranger to controversy.

In fact, his firm has been behind some of the most talked about publicity stunts in Arizona. (E.g., attempting to name the Cardinals stadium the Pink Taco Stadium.)

Before the whole Amy’s Baking Company debacle, we interviewed Jason Rose for our guerrilla marketing ebook to get his advice on what to do when a marketing tactic starts going south.

You can check out his expert tips for dealing with negative press below and score 10 guerrilla marketing tactics for small business owners in our latest (free!) ebook while you’re at it!

All Press Isn’t Good Press

So you came up with what you thought was an amazing guerrilla marketing idea and things didn’t go quite as planned? Don’t worry, we spoke with local PR genius and guerrilla marketing expert, Jason Rose, about his advice for what to do when guerrilla marketing goes wrong and how you can help make sure your campaign is a success.

Check out what he had to say below:

Scott’s Local Business Corner: Jason, you’re founder and president of local PR firm Rose+Moser+Allyn. Can you start by telling us a little about it?

Jason Rose: Started in 1996, we have represented some 450 clients focusing on public relations, public affairs (getting government to do something – or not), elections, crisis communications, and lately, events. Indeed, it was a real privilege in 2012 to help lead marketing efforts for Garth Brooks, Bob and Renee Parsons, and the largest single-day polo event in the United States this year – the Scottsdale Polo Championships: Horses & Horsepower. We have a particular reputation for creativity and aggressiveness.

SLBC: You’ve created a lot of guerrilla marketing campaigns for your clients. Can you offer any advice on what a company can do if a campaign goes wrong?

Jason: Apologize and move on. The public is forgiving. You just have to have the courage to say you were wrong.

SLBC: Should a company try another guerrilla marketing tactic if their first attempt isn’t well received?

Jason: Of course! Public relations is a lot like being a starting pitcher in baseball. Success occurs when you win more than you lose but you won’t even be in the game if you don’t take the mound. It’s the same in public relations. Not every execution will be a home run. You just can’t be scared of striking out.

SLBC: Are there any guidelines a company should follow when deciding if a guerrilla marketing campaign is right for them?

Jason: We never like to pull plans off the shelf, so no. What may work for someone may not be right for someone else. Clients deserve customization. And while some ideas may be used more than once (unless two companies are Siamese twins) approach and deployment should be different.

SLBC: What are some of the guerrilla marketing campaigns you’ve run in the past?

Jason: The Stingray Sushi political campaign signs have received a lot of attention. Those started during the 2010 elections and were also used in the Phoenix mayor’s race in 2011, and most recently, they were used to highlight President Obama and Governor Romney. Not everyone liked them, but rare is anything one does. And in this case, the client used innovation and free speech rights to garner valued attention.

SLBC: Do you have a favorite guerrilla marketing campaign you can tell us about?

Jason: When Tempe Marketplace opened several years back, we commemorated by placing naked mannequins all over the Valley. That got media attention and a lot of water cooler discussion! But my favorite will likely always be when the Pink Taco restaurant opened at the Scottsdale Waterfront. The mayor of Scottsdale didn’t like the name so it got a lot of local and national attention. And then a big idea came along. The owner of the restaurant was very wealthy as he was the one who founded the Hard Rock Cafe. The restaurant offered many millions to name the then nameless Arizona Cardinals Stadium Pink Taco Stadium. The response was extraordinary.

SLBC: What can a small business do to help ensure their campaign will be a success?

Jason: Hire us. All kidding aside, budget drives strategy. Even a little budget can help pour lighter fluid on an idea. It’s all about concept and execution — otherwise you are just talking without speaking.

There You Have It!

Thanks to Jason for sharing his guerrilla marketing advice with us on how small businesses can rebound from bad press. It will be very interesting to see whether or not he’s able to help Amy’s Baking Company do the same, especially with the overwhelmingly negative press they’ve been receiving from all angles: television, blogging, social media, word of mouth, (we could go on…).

Either way, at least you’re armed with some great tips… and a free ebook — sounds like win-win to us!

What do you think of the guerrilla marketing advice shared by Jason Rose?

Related articles

• Marketing – Top three guerrilla marketing techniques for start-ups
• How My Marketing Failures Taught Me to Succeed
• New Report: Small Business Owners Optimistic About 2013
• New Online Shopping Study Proves Women Wear the Pants
• The 3 Biggest Mistakes Small Business Owners Make with Their Signage

Finally… some great news worth sharing. Pass it on!

The report found that 53% of small business owners expect their cash flow to be good or somewhat good over the next 12 months. [Tweet this] This is a significant improvement from last January, when only 41% said they expected cash flow to be good or somewhat good.

Marc Bernstein, Wells Fargo head of small business, had even more positive news to share: “Small business owners now have stronger cash flow than at any time since the start of the Great Recession,” he said. [Tweet this]

Marc went on to say, “While we are seeing measured signs of recovery, and businesses in general continue to improve their balance sheets, small business owners are still uncertain about the future.”

The report shows that the majority of small business owners worry most about attracting new customers and business, which keeps them from expanding or making upgrades. “They’re focused on generating more steady sales and many are holding off making investments in their business until that happens,” Marc says.

Let’s Keep Those Numbers Rising!

With small business owners feeling cautiously optimistic about their profit this year, it makes us wonder (and hope) if the shop local movement is gaining traction.

Could it be that more and more people are not only realizing the importance of keeping their dollars local, but doing something about it?

Whether people are just shopping more in general or if there’s a concentrated movement to support local businesses, let’s keep it going!

Follow these seven steps to help keep your profit on the rise this year — and beyond!

1. Establish a strong presence on both Facebook and Twitter if you haven’t already. Consider also looking into other sites that would be beneficial to your business, like Pinterest, Instagram, and Foursquare.
2. Tweet the stats above to help educate your customers and social media followers on why it’s so important for them to choose local over big-box retailers.
3. Use the images and tweetable stats in this link to show those in your community what a huge difference their dollars can make.
4. Join a local association in your area, like Local First, for great networking opportunities, small business support and resources, and much more!
5. Make it your goal to try a new marketing technique this year, whether it’s blogging for your business, trying your hand at email marketing, or direct mail marketing.
6. Give your customers a way to purchase your products online so you’re able to sell 24 hours a day, 7 days a week.
7. Hire local vendors for your small business needs and choose local businesses for your personal purchases.

Following these steps will help you gain new customers, increase your online and offline exposure, make valuable connections, and become more ingrained in your local community overall.

Small business owners: How is 2013 looking for you?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Entrepreneurs See Brighter Days for Their Business, Not the Economy
• The Perks of Being a Small Business Owner, In Pictures
• Join the Ultimate Local Business Directory
• Small Businesses: They Do a Body Good
• Wal-Mart: Bringing Poverty to a City Near You

As a result, I’m sure you can guess, my business failed.

Although I had high hopes for my business, I had to admit to myself that there was a reason sales were sluggish and my website could not be found on search engine result pages.

Could it be because I did not have a clear strategy on what I wanted to achieve? Even worse, because I was marketing my business incorrectly?

After wasting a lot of time doing things the wrong way, I decided to come up with a clear plan to follow. It was time to take action.

Luckily, my failures over my first few years as an entrepreneur helped me to understand the changes I needed to make. They also helped me realize the importance of branding my business.

Once I had a clear path to follow, I made it a point to not only get better at marketing, but learn what avenues worked best for me. This included learning that inbound marketing (blogging, social media, ebooks, etc.) was a much better fit for my small business than outbound (direct mail, print advertising, cold calling, etc.).

After a while, my business started drawing in more clients. I learned from my mistakes and my small business started to see the success I always knew it could.

To help you do the same, I’ve shared some of my worst business failures with you below, as well as information on how I turned them into successes using inbound marketing techniques.

Failure 1: I didn’t blog regularly

Although I knew about the importance of blogging, my mindset was that I simply didn’t have the time to sit and write. Heck, I would rather be busy reading about how to blog than actually do the blogging.

Granted, I did write a few blogs posts, but I gave up because no one commented on them. It turns out that my content was poor and I was not patient enough.

How I succeeded: I started blogging anew with the aim of creating compelling content to gain quality links, increase traffic to my site, build authority, and curve out my brand. I listened to my customers to find out the topics they’d most like to read about, then created in-depth blog posts that provided answers to their questions.

Readers don’t appear overnight; I should have never expected comments that quickly, nor should I have given up after just a few blog posts. And neither should you. Spend time creating quality blog posts, add compelling images with strong captions that will draw in readers, and then promote your content on your social media sites, forums, and through guest blogging opportunities.

Failure 2: I didn’t utilize inbound marketing correctly

I used to focus my efforts on a variety of low-level offers (free logo design, free business card design, etc.) with the hope of attracting more customers. My promotional content was full of “FREE” products and services, but to my surprise, it didn’t work. So, people don’t really like free things? It took a while for me to answer that question.

How I succeeded: After realizing few people were interested in my current free offers, I concentrated my efforts on figuring out what free items would be of value to them. I decided to provide free, high-quality articles and ebooks. Once in a while, I even do a webinar. These are items my target audience enjoys and regularly wants to consume, but it’s also a great promotional tool for my business.

Failure 3: I ignored the power of social media

Inbound marketing techniques, like social media, can help you promote new products and upcoming sales while connecting with your target market in a more personal way.

I had a Facebook account which was terribly dormant. It hit me really hard when I researched and realized people did not know about my Facebook page, let alone the company itself.

How I succeeded: I revived my Facebook page by posting content regularly (at least every other day), including my own blog posts and any YouTube videos. I also opened a Google+ account and invested in Facebook Ads. The result has been an increase in social media referrals to my business.

Failure 4: I stopped learning from others

Like all small business owners, I was busy. I felt I didn’t have time to keep up with ongoing education about my industry and marketing techniques. I unsubscribed from most of the lists where I was receiving internet marketing advice. I stopped reading them because I was not applying the concepts anyway.

How I succeeded: I figured out the time of day where I could commit to learning about how to better myself and my business from experts in my industry.

I now read a variety of articles, blogs, ebooks and newsletters about online marketing for two hours every night. I also started attending webinars and took a number of paid courses to ensure I keep learning and my business keeps growing.

Failure = Success

My struggles made me go through almost all the mistakes a small business can go through, especially with marketing. If there was a marketing mistake to be made I am almost positive I made it. The term “expert,” which I now am in my industry, comes from a result of a long stretch of making almost every possible mistake and learning how to correct them.

I’m happy to report that, today, my business is doing well and I have a strong online presence. I am getting referrals from inbound marketing, mostly from social media and search engine marketing. I have a passion for content marketing and branding and my email list is constantly growing.

What I’ve learned over the course of building my business is that if you don’t market your business, you will be playing a losing game. My advice to all small business owners is to try a variety of marketing techniques to promote your business till you find the ones that get you the greatest results… and then lather, rinse, repeat.

Never stop learning and be open to new marketing trends as they come out. Most importantly, learn from your mistakes so you can turn any failures into successes, and you’ll be well on your way to coming out on top.

Have you made any mistakes with inbound marketing?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Social – A Key Ingredient For Your Inbound Marketing Recipe
• Top 5 Inbound Marketing Strategies
• Facebook Police Set Cover Photos Free
• Defend Your Reputation Like a Knight: Tips from Sir Richard
• Social Media Marketing World’s Best Tips for Business Owners

Want to edit photos in under 10 minutes or less without spending a single dime? Check out this review of PicMonkey!

Drop hundreds of dollars on Photoshop? What do you think I am? Some kind of oil tycoon?

Nope. I use PicMonkey instead and I’m able to turn boring images into better, more eye-catching visual masterpieces for my blog and social media posts.

And guess what? I can do it all without spending a single damn dime.

What exactly is a PicMonkey, you ask? Well, it’s a really awesome site that lets you edit images for free without having to register or download any software.

And the best part (aside from no charge) is that there’s no learning curve. Seriously.

It’s so easy to use that you won’t have to spend any time scouring their ‘help’ section or Googling tutorials to figure it out.

Still not convinced? If anyone is a good judge of how easy a photo editor is to use, it’s me. Pre-PicMonkey, cropping was the extent of my photo editing knowledge. Rest assured, if I can use it, you can too.

Here are some of PicMonkey’s features:

• Resize
• Crop
• Adjust exposure
• Add frames
• Add effects
• Add fun stickers
• Add text
• Add overlays
• Add logos or watermarks

Fun with Photos

Since I mainly use PicMonkey for business stuff, that’s the example I’ll be showing here. But you can probably have even more fun using it for personal images because you can do things like give your friends vampire fangs or a nice Zombie-esque skin tone. (Not that I’ve done that or anything.)

First, though, you’ll need an image to work with. I normally get images from iStock, but if you’d prefer a free image you can (sometimes) get a pretty decent selection by using Flickr Creative Commons.

In the example below, a co-worker had chosen this iStock image to go with a blog post she had written about how using local suppliers has a positive effect on communities.

This image is about to get PicMonkey’d so hard

It’s an okay image as is… but it seemed to be lacking a little something. So what did I do? I PicMonkey’d the hell out of it and made it better. And yes, I also turned PicMonkey into a verb.

Check out how I worked my PicMonkey magic in five easy steps below:

Step 1: Upload

This step is so quick and easy that it’ll be done and over with in one second. (That’s what she said.)

All you have to do is go to PicMonkey, click ‘edit photo,’ upload the image of your choice, hit ‘open,’ and it’s ready for some editing!

Step 2: Add Some Text

Have a boring image? Spice that thing up with some text.

Better yet, add a quote. People love quotes!

Here’s the quote I chose for the image: “Locally owned companies create a greater economic impact, indirectly supporting more jobs, payroll and output locally.”

By adding this quote directly onto my image, it’ll be stronger and able to stand on its own. For example, people won’t have to read the blog post to understand what this image means — and they’ll be much more likely to ‘like’ it and share it with others.

To add the text, I clicked ‘P’ on the photo editor and hit ‘add text.’

A little box pops up on the image and that’s where I pasted the quote. Within this feature, you can easily choose the font you want to use (there are tons of options) and adjust the size, color, and location of your text.

Step 3: Add a Frame

Almost every image looks better with a frame. Why? Because frames are some classy shit.

So fancy up your image by adding a simple edge or maybe even a museum matte if you’re feeling extra ritzy.

For my image, I decided to go with a nice, simple edge frame and it turned out pretty lovely if I do say so myself.

To add the frame, I selected the ‘frame’ option from the feature menu and chose the frame I wanted — it’s that easy.

You also have the option of adjusting the outer color of the frame and the thickness as well as adding some ‘caption space,’ which is pretty cool.

If you’re feeling delicate and prefer softer, rounded edges for your frame, simply adjust the corner radius.

Step 4: Add a Logo

Branding your image with a logo is always a good idea. Why? Because when people start liking, retweeting, sharing, and pinning it like crazy they’ll know where it came from.

And hopefully, they’ll love your image so much that they’ll look up the name of your business just to find out who the genius was that created it.

Luckily, PicMonkey makes it super easy for you to add a logo or a watermark to your image with their ‘overlay’ feature, and bonus, it’ll make you feel like a photo-editing expert while you do it.

“Oh, sorry, I’ll have to call you back, I’m busy adding an overlay to my latest blog image.” Sounds mildly impressive, right?

To add a Scott’s Marketplace logo to the image, I selected ‘overlay,’ from the features menu and then I selected ‘your own.’ Once you’ve hit ‘your own,’ you’ll need to upload your logo or watermark and then you can place it wherever you want on the image, adjust the size, and even add fade or change the color.

Step 5: Admire Your Handiwork

Well, here it is! The new, better, PicMonkey’d image I created. What do you think?

Not bad, right? Adding the quote, frame, and logo gave it a more personalized feel — and when we posted it to our Facebook page, it got more ‘likes’ and shares than it would have otherwise.

And before any of you haters out there leave a comment saying I have the photo-editing skills of a first grader, please reference my introductory paragraph… and then meet me on the playground at recess and we’ll see if you’re still so tough then.

I fully admit that I have zero experience editing images but even those of you with super fancy skills (if you’re being honest) have to agree that I did, at least, improve the image and, even better, I did it for free and in under 10 minutes! What do you have to say about that, Photoshop bullies?

If you desire even more features, you can choose their Royale membership that comes with “ads-free editing and a kingly hoard of primo effects, fonts, overlays, and textures” starting at $2.75 per month.

Verdict: PicMonkey is the perfect tool for small business owners and/or anyone who doesn’t want to needlessly drop a ton of dough on a program to edit images for business or personal use. It’s fun, fast, and easy. Try it out and let me know what you think!

Will you use PicMonkey to edit images for your small business?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• 3 Free Photo Editing Tools That’ll Give Your Pics Sham-Wow
• 3 Ways to Create Better Images for Your Blog Posts
• Snap Like a Pro: A Photographer’s Guide to Instagram

A liar who has been spreading his environmentally unfriendly message of eco hate since the early 70s.

Well, guess what, Kermie? It IS easy being green.

And with a few simple changes, going green can help small business owners reduce costs and maximize resources regardless of whether they work from home, a store, or an office.

What’s the lesson here? Never trust a talking frog with a beer belly.

(What? You really thought he got that gut from eating inchworms?)

Read on to learn why your small business should make going green a priority and get some great energy-saving tips while you’re at it!

Going Green = Saving Money

You’ve probably spent a lifetime believing going green is a bad thing thanks to a frog who sang and danced his lies right into your subconscious.

Not anymore.

Being green is actually more than a good thing; it’s a great, money-saving thing… and guess what? It’s easy! (According to a source that is slightly more credible than a Muppet.)

Forbes says, “One of the best ways to streamline small business costs throughout the supply chain is to go green.”

So how do you get started? Forbes suggests using tools provided by the Small Business Administration to calculate energy savings in the following categories: lighting, heating, cooling, and office equipment.

Using these tools and following their energy-saving tips will help you quickly turn your small business into a green-friendly establishment.

Kermie Will Pay for His Lies

Now that you know you can save money and the environment by becoming energy efficient, it’s time to really stick it to the frog.

Here are four EASY energy-saving tips for your small business:

1. Use energy-saving light bulbs in your office (home offices count!) to save a little cash. According to the Energy Star website, “[An Energy Star-qualified light bulb] uses about 75% less energy than a traditional incandescent bulb and lasts at least 6 times longer.”
2. Install caulking and weather-stripping to save a significant amount of money. “According to the Energy Star program, most people could save about 20% on their heating and cooling costs by sealing up air leaks,” says Mother Earth News. Don’t know how? Here’s a tutorial.
3. Have air conditioning and heating units tuned regularly. Yes, having an inspection done on your AC unit will cost you a little upfront, (local contractors often offer affordable yearly plans) but it could end up saving you a substantial amount in the long run. Why? Potential issues will be identified before they can turn into costly problems.
4. Turn off lights and unplug appliances to save energy and lower costs. Every night before you leave the office, make sure all lights are off and any appliances (like printers, computers, TVs, coffee makers, and lamps) have been unplugged. If you don’t want your office going completely dark for the entire night, Energy.gov suggests using sensors, timers, and other automatic lighting controls.

See? Being green is easy — and it doesn’t cost much either! Now see if you can listen to Kermie sing his message of eco hate without being brainwashed again:

What are your favorite energy-savings tips for the office?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Seven sustainable fun facts
• Energy-savings appliances and electronics for Earth Day
• 10 Things You Should Be Doing to Significantly Lower Your Business’ Utilities Bills
• No More No-Shows: Get People to Keep Appointments
• Join the Ultimate Local Business Directory

Creating a small business is a lot like baking a cake. But instead of flour and sprinkles, this recipe relies more on perseverance and determination. And wine.

Overcoming struggles, improving the community, and rolling with the punches: these are the basic ingredients of small business success. And there’s nothing we love more than a small business success story to remind us all why we love this difficult job.

Phoenix-based business owner Tammy Fraser’s story does just that. Starting with the ‘throw-away’ business idea that became her full-time job, Tammy shares her story of being part of a small-business incubator, and learning from her mistakes.

Home economics, 101

My grandmother taught me to bake a cake without a recipe when I was 8 or 9. And thanks to my mom, I learned to cook, freeze, can foods, and sew just about anything. I also learned the math of running a household, and focused on science and economics in college.

After graduation, however, I strayed into insurance. And while I enjoyed my time there, I found that performing my job at a Fortune 100 company was becoming physically difficult due to rheumatoid arthritis. At the same time, my family was planning a move to Arizona. So my store, Gifts To Go, was born out of a geographical, career, and lifestyle change.

Incidentally, if I had a plan, it was to run a bakery. Gifts To Go was to be a ‘throw away’ home business, as I developed a list of resources and connections here and attempted to commit myself to building the bakery. Somewhere along the line, I realized Gifts To Go wasn’t just an experiment. Not only was it was fun; it let me get back to my home economic roots.

Gifts to Go

Simply put, we aim to put smiles on faces with our gifts, baskets, books and balloons, as well as shipping and delivery services.

Our baskets are usually containers of some sort, such as a serving tray or tote bag. The ‘signature’ I’m striving for when creating a gift basket is: 1) Listen to the customer; I send photos of prototypes to make sure it’s right whenever possible. 2) Include one or more durable gift items. And 3) avoid small, sample sized products. So far, our customers appreciate this because the gifts they send continue to last far beyond the day they are delivered.

We also stock books by local authors, which in my case are Arizonans, and several are even published here as well. The perfect gift for me has always been a book, so selling them was only natural, and I try to give local authors a forum to connect with readers and sell their work. When people make the effort to shop local, they want to know that the owner cares about the community as well, and I hope my promotion of local authors demonstrates my commitment to my neighborhood.

As for what’s on the horizon, our list of services will soon include operating a contract postal unit as well as expanded wrapping and shipping services.

What is this ‘business incubator’? Can I put eggs in it?

The best decision I made was to move into the retail business incubator Barnaby Street Shoppes.

In 2010 I was starting a home-based business in a place where I didn’t know anyone. I knew I needed to get out, but didn’t want to commit to a costly lease. I finally found the colorful, funky plaza in Surprise, Arizona, and I knew I wanted to start my business there. I signed a lease for 3 months on a 150-foot section. The incubator opened with 14 resident businesses, many of them run by long time small retailers. It took me some time to get my ‘land-legs’ as there were many differences of strategy regarding how things should be done, but I’ve subsequently grown very comfortable with my business concept and my goals.

Two and a half years later, I’m still very excited about Barnaby Street Shoppes. Gifts To Go has expanded three times, and we have regular customers who value local businesses and the role we play in the community’s health. We set goals, meet them, and move on to the next. We’re not making tons of money, but our foundation is strong. And we’ve been able to experiment with many things without losing our shirts because the cost of running an incubator business is so much less than a full stand-alone suite.

Overcoming roadblocks, like a boss

I did not set out to hire the most expensive web developer. But the salesperson who promised I could “build a website overnight” was wrong in my case.

Yes, I was able to get a site up and running fairly quickly, but it was far less than what I had imagined it to be. This turned into an agonizing process of studying hundreds of sites and consulting fellow business owners on what to do. Eventually though, I decided to go with a local developer who was accessible and had a proven track record of quality work. He also happened to be the most expensive solution.

What did I learn? Spending large sums of money can be intimidating, but if it is spent on quality work, it is completely worth it.

Marketing? Is that a verb?

Marketing is always a challenge, but I work every day to be involved in my community. Talking to my customers and other small business owners always energizes me. I am also an active member of Local First Arizona, local networking groups, and the Barnaby Street Shoppes, as well as the ever-evolving world of social media. Not to mention my connection to the local authors’ community!

Before rheumatoid arthritis, I thought continuous effort would solve a problem; the gift that Gifts To Go has given me is the ability to stop working even in the midst of a problem. Most times a night’s sleep or a morning’s shower will produce the elusive answer.

So where should I begin?

Just start. Write down short-term and long-term goals, and don’t worry if it’s not immediately apparent how to get from one to the next. Pay attention to opportunities and seriously evaluate each one.

I almost passed on the Barnaby Street Shoppes opportunity because I was worried about foot traffic. But my time and money spent there have been well worth it as I’ve developed my ‘go to’ list of people, committed to Gifts To Go as a business, and developed a thriving customer base. I’ve also been able to experiment with new products, services, and marketing strategies in a very safe, low-cost environment.

Look for the least expensive way to start building a customer base, and getting both your name and your company’s name in the public arena. And don’t hesitate to talk to and help other business owners.

What’s your small business success story? Share your tale in the comments below!

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• The Perks of Being a Small Business Owner, In Pictures
• Sunovis Reports Small Business Owners More Optimistic Based on Wells Fargo/Gallup Small Business Index
• Incubator Center brings home a national award: “Incubator of the Year”
• Small Business Saturday 2013: Are You Ready?
• Source Local: The Impact of Using Local Suppliers

According to the second annual SheSpeaks/Lippe Taylor Women’s Buying Behavior Index online shopping study, which polled 2,152 women about their buying habits and future purchasing plans, men aren’t the ones making their own purchases a (strangely large) portion of the time.

Women are the primary shoppers for their husband or boyfriend in the following categories:

• 71% apparel
• 69% grooming products
• 51% travel
• 39% technology products
• 29% financial products and services
• 18% cars

Wait. What? 71% of men cannot buy their own clothes? 69% of men can’t buy their own grooming products?

Am I the only one who is a little bit concerned that without women to buy these items, men would never get dressed again, let alone bathe with anything other than water?

If anything, at least we can now say it’s a scientific fact that women wear the pants in a relationship. And let’s be honest, they’re the ones who probably bought them too.

Should You Market to the Ladies (Who Are Buying for the Men)?

For local business owners, loving the ladies should be all in a day’s work. In other (non-misconstruable) words, having a female-friendly marketing message can help you reach the women who are buying products not only for themselves, but men too.

Grow Smart Biz says, “Even if you sell products and services for men, you need to take women into account, since women are buying just about everything for men (and, if not actually buying, most likely having input into the decision). When you picture your target customer, picture his wife or girlfriend, too, and target specific marketing messages to her.”

What Else Are the Ladies Doing These Days?

Another finding in the study, which may not come as a surprise, is that most women are doing their product research online.

When it comes to researching products:

• 71% of women said they use their desktop/laptop
• 18% of women chose a mobile phone or tablet
• 6% of women said they research by actually browsing in a physical store
• 5% of women said they ask friends and family

When it comes to making an actual purchase:

• 47% of women say they most often buy via desktop/laptop
• 45% of women most often go to the store
• 8% of women say they most often buy via mobile phone or tablet

While mobile devices aren’t women’s top choice for making the purchase, they are heavily used for other types of shopping behavior:

• 53% of women use phones and other devices to find store locations and hours
• 49% of women use mobile devices in-store to look up and compare prices
• 46% of women use them to search for coupons
• 41% of women use them to get detailed product information
• 24% of women use them to make purchases

What Does All of This Mean To You?

The findings in this study all lead to one conclusion (and no, it’s not that most men are made up of about 70% lazy slob). Kidding, of course.

It’s that selling your products online is no longer an option — it’s a necessity. 

Almost 50% of women are now choosing to shop online rather than at a physical location, making it very clear that without an e-commerce site, you’re going to miss out on profit.

This is probably due to the fact that online shopping offers a level of convenience brick-and-mortar locations just can’t match. And while it’s great if you can have both – you can’t ignore the power of an e-commerce site any longer. And if you do, you might be limiting your business’ success.

An e-commerce site is an investment for local business owners, yes, but it’s also something that’ll help you reach your goals, while allowing you to embracing ever-evolving shopping trends. This leads us to the question: Your customers are online, why aren’t you?

What do you think of the results of this online shopping study?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Join the Ultimate Local Business Directory
• Direct Mail Marketing: Get Your Goods in Their Mailbox
• Small Businesses: They Do a Body Good
• Bow Down, Bitches: How Local Businesses Can Beat Big-Box Stores

Okay. Fine. We won’t taunt you about this secret any longer. It’s not nearly as fun as we thought it would be and we actually really want to share it with you.

Why? Because this is one of Google’s secrets and it’s a surprisingly simple way of testing websites for effectiveness.

What happens if your website isn’t effective, you ask? Well, it’s not going to get results.

And unless you’re some kind of Encino Man, you’re already well aware that results lead to more customers, profit, and exposure.

Sound good? Check out Google’s website test below to get started.

So Easy a Caveman Can Do It

Caveman jokes make caveman angry!

So what do you have to do? Well, I learned this secret from Neville Medhora while watching his course about copywriting (Kopywriting Kourse).

Neville says he has a friend “really high up at Google,” (oh, you fancy, huh?) and this, he said, is how they test their web pages:

1. They set their laptop on a table.
2. They take 10 steps back.
3. If they can’t tell what to do within ONE second, they have failed.

Welp, there it is. A website test so mind-blowingly easy that, yes, even a caveman can do it.

If your website didn’t quite pass the test, don’t panic. We have three great tips for you below (including one more secret from Google) that’ll have you passing with flying colors next time around!

Tip 1: Let Your Inner Dominatrix Out

How can your website be effective if you don’t make it clear what your desired call to action is?

If you want your web visitors to take some kind of action when they’re on your site, you’re going to have to tell them exactly what you want them to do. And they’re going to like it.

So put on your best black leather thong (okay, that part is optional) and dominate your web visitors hard with a clear call to action on every page of your website.

Examples of calls to action include:

• Call us today
• Buy now
• Request a quote
• Learn more
• Click for details
• Download now
• Join today
• Start your free trial

Tip 2: Make Some BIG F*cking Buttons

Thanks to Neville and his inability to keep things on the DL, we also learned another one of Google’s secrets from his copywriting course.

He said that the way Google makes their calls to action clear to web visitors immediately is by using big f*cking buttons or BFBs for short.

Really?

Could getting your web visitors to convert into paying customers seriously be as simple as using BFBs?

Sold!

Since we can’t all be super successful small business owners who also happen to specialize in designing and programming BFBs, hiring a professional to do this for you is probably going to be a necessary, yet smart, investment.

If you’re reluctant to fork over the cash, keep in mind that if your BFBs do their job, you’ll end up making up whatever it cost for you to get them on your website because your conversion rates will have increased and you’ll have gotten more customers.

Think about it this way: All those big-f*cking-button-pressing customers will be unknowingly paying for your big f*cking buttons. Genius!

Tip 3: Clean Up Your Dirty, Dirty Site

In certain situations, being dirty can be a good thing. Amiright?

But a dirty, cluttered, hard-to-navigate website? Nope, doesn’t work here.

With a few simple changes, Neville says, you can clean up your website’s content by making it more visually appealing and easier to read, while helping your marketing message become more apparent overall.

Here’s how you do it:

• Keep paragraphs to 3-4 sentences max
• Use headings and subheadings to keep your reader engaged
• Add italics and/or bold where possible to add emphasis and draw attention to important words and statements
• Use bulleted or numbered lists to highlight important facts/benefits/features

See? It doesn’t have to take piles of money or tons of high-tech resources to improve your website! We hope Google’s secrets make you realize that even small changes to your site can make a significant difference in the amount of web visitors you’re able to convert into regular, paying customers.

Will you try Google’s secrets for improving your website?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Lights, Camera, Action: Video Marketing for Beginners
• Direct Mail Marketing: Get Your Goods in Their Mailbox
• Bow Down, Bitches: How Local Businesses Can Beat Big-Box Stores
• Are Bloggers Your Secret Online Marketing Weapon?
• Join the Ultimate Local Business Directory

Kate Tanner hard at work at her new store, BabyStop.

As we all know,  small business owners are resourceful people. Taking the leap from idea to creation requires you to multitask, be your own best cheerleader, and understand the complexities of a good cup of coffee.

Summing up the life of a small business owner in a blog is no small task. Our thought? Let photos do the talking.

After all, according to legend, they are worth 1,000 words. So, local business owners, get your cameras out, and join us for our “A Day in the Life” photo contest! (And, in case you’re not motivated to join in just yet, we’re offering cold, hard cash as a prize, plus possible blog mentions, links to your website, social media posts … did we mention cash?)

Yep. You read that right. Starting in May 2013 and continuing until December, we’ll select our favorite photo each month and reward the winner with $100 and a featured spot on the Scott’s Marketplace Facebook page! For you overachievers out there, feel free to enter as many photos as you want.

How It Works

1. Get Social. Follow @ScottsMarketplace on Instagram, and @ScottsBizBlog on Twitter.

2. Take of a picture of yourself doing your job – whether it’s helping customers one minute or painting the walls the next.

3. Upload your photo to Instagram and Twitter, and tag it with #LocalBizSMP.

4. You are now entered to win $100!

To help inspire your impeding photo session, here are a few of our favorite snapshots from a day in the life of a small business owner:

Dress Codes Not Welcome

“Oh, you thought you could make me wear khakis and a tie every day? Think again, fashion police. I will not be held down by corporate regulations. I will let my entrepreneurial freak flag fly, and will also get as many tattoos as I want.” – said every small business owner.

I Just Secured a Loan, Now I Have to Clean the Gutters?

Yes, small business owners are experts in many things. From securing retail space and keeping the store stocked to selecting the best candidate for a job, the owner’s role encompasses everything involved with keeping the business alive.

Scott of Scott’s Marketplace, painting the walls and happy about it.

Control

We’re referring to the kind of control that you’ll never have over your teenage daughter. Small business owners call the shots and take on all the risk of building a new venture, and hopefully all of the rewards. How do you handle this power? Much like Superman, you can use your power for good by listening to the input of loyal employees, experts in the field, and most importantly, your customers.

Andrew King of Standard Wax

And Of Course, We Didn’t Forget Your Customers!

Want to give your customers even more reason to shop local? Tell them to grab their cameras as well! We’re offering a cool photo contest just for them. Encourage your customers to snap a photo of themselves while browsing in your store, and they could win a $100 gift card just for shopping local. (And we bet they’ll remember you for giving them this great tip!)

So, What Are You Waiting For?

Start documenting your days from beginning to end, and submit your photos today.

What are your favorite perks of being a small business owner?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Join the Ultimate Local Business Directory
• Why some business owners fail to collaborate
• Small business owners say they’re keeping their business local
• Small Business Owner Complaint #6: If Only I Had More Time to Make More Profit
• Small Businesses: They Do a Body Good

To sum it up in a word? Pressure.

It’s up to you to keep the momentum going, be focused 100% of the time, and motivate your employees.

So how do successful people, entrepreneurs, and other small businesses keep themselves going?

Well, they put themselves first. They know they are their number one asset and, as a result, they consistently invest in themselves.

This is what I’ve been doing and it’s helped me tremendously to find balance in my life and in my career — something all business owners must do to stay sane and passionate about their line of work.

Ready to be your best self in business too? It starts with spending at least 20 minutes every day doing something that’ll help you improve yourself, resulting in overall success, positivity, and happiness in life. Here are my top ten tips for entrepreneurs, which I try to employ every day.

1. Rise and shine. Wake up and start the day with three minutes of light meditation or a quiet thought or affirmation. It helps cleanse the mind, focus and create a warm glow within. You are now charged with positive energy for the day!
2. Don’t let fear take control of you; just go with it! It may sound crazy but fear is nothing but energy; a fuel you can use to your advantage to focus on and move forward. We have all been pre-conditioned to see fear as a negative, which makes us resist it. And by resisting, we let the fear paralyze us and take control. Think of fear as excitement with the brakes on — if you just go with it, and take the brakes off, so to speak, you will feel the shift and move forward stronger!
3. Gain clarity of your goals. Any list of tips for entrepreneurs wouldn’t be complete without calling out your goals. They may be small or big, but dive in and really understand the what, why, and when of them. These goals help you identify your passion and purpose in life. The more you understand your goals, the more your purpose in life will become palpable. You must write your goals down and check them daily as a constant reminder of your direction and why you need to stay focused.
4. Count your wins every day. No matter how small or big, wins are wins. Write them down and review and focus on how many wins you have achieved each day. It keeps you positive and focused.
5. Move. Exercise is so important in keeping your mind and body connected. In fact, it helps flush the constant conversation in your head. It could be a brisk walk or a run. Find what you enjoy and do it daily.
6. They say knowledge is power. I say implementation is power. You can know everything in the world but it is pointless unless you act on it, implement it, and gain the results of the knowledge. When you seek knowledge, make sure you learn and understand it and then apply it to make a difference in your life and in the lives of others.
7. Give yourself downtime. Spend time with your family. Grab a cup of coffee with a friend. Call someone you haven’t talked to in a while just to chat and catch up. When you give yourself downtime, you help avoid burning out. This allows you to stay healthy and happy in both your personal and professional life.
8. Use resources around you to help you improve yourself. Look for personal development/ongoing study courses that provide tips, guidance, techniques, activities, and motivation to know yourself, improve yourself, and achieve success in all areas of your life. These encourage you to work on yourself daily unlike the flash-in-the-pan two-day seminars that hype you up for two weeks before all is forgotten! These help you make real, permanent changes for the better.
9. Journal your thoughts, your activities, your progress. Do this for 15 minutes at the end of the day. Reflect and do not judge. Go to sleep with your worries and thoughts on the page and not on your mind so you can rest easy!
10. Look for a mentor and/or networking opportunities. Whether you’re just starting out or have already achieved success as an entrepreneur, there’s always more to learn. And finding a mentor is the perfect way to help you grow as a small business owner. Networking is also great as you can learn from other small business owners and get to talk with people who share the same struggles as you.

What are your favorite tips for entrepreneurs?

Like this blog post? Subscribe to Scott’s Local Business Corner to receive local business marketing advice right to your inbox.

Related articles

• Infographic: The Evolution of the Entrepreneur
• What Would-Be Entrepreneurs Fear Most About Starting Up
• What are the Characteristics of Successful Business Owners?
• Defend Your Reputation Like a Knight: Tips from Sir Richard
• Join the Ultimate Local Business Directory