Buzz

What’s buzzing? As a small biz today you have to know not only what’s buzzing (trends) but also how to generate buzz about their business, product, services or themselves. But how does a business owner even begin? It is a good question.

Maybe you can start by spending a day in Borders pouring through all of Seth Godin’s books. Then you might get online and start to dig deep into the belly of the internet, to see what the trends are and what the “young people” are doing to get themselves known, and sometimes rich.

Why do you need buzz? Because it is the way you "attract clients and customers, keep existing ones and recapture those who have gone elsewhere, generate leads, cultivate referrals, develop your image, promote name recognition, grow and expand your network anddate base, and increase bottom line."

The key to buzz these days seems to be figuring out the quickest and fastest way to go “viral.” Going viral means getting others to spread the word about you. Obviously, the fastest way to do that is to get online. It is the fastest and the cheapest (often free) and there are no boundaries as far as how far you can reach. The sky is literally the limit.

Specifically, social media is definitely the way to go. For starters, have you heard of the new trend called Twitter? Twitter and twit ads are the new hot way to create buzz for yourself and your company. You join up and upload your contact list and pretty soon, everybody can know exactly where you are at all times and exactly what you are doing at all times. So if you are running a business, and you just started a 25% off sale from products or services, giving your contacts a heads up on Twitter via email or text message is a way to generate buzz.

There are all these other social networks such as LinkedIn, Meetup, Flickr, Facebook, Youtube, Bebo, and a whole slew of others which you can find on Wikipedia.(If this link doesn't work just google wikipedia list of social networking websites.)

The thing is, these new technologies are not for the tech-illiterate. And unfortunately, most people north of 25 tend to be tech-challenged at least, if not downright tech-illiterate. This is a great disadvantage in terms of creating buzz for your company, product, services and business. I, too, am north of 25. So I can totally relate and commiserate. But you have to find a way to overcome that. You may never be a tech genius. But you have to have some level of competence with the new internet technologies if you and your business are going to be competitive.

Another way to generate buzz is to start a blog that answers and solves problems for others. But since there are millions if not billions of blogs out there, the small business owner will have to figure out a way to get traffic to their blog. This takes time, patience, and knowledge. So it is prudent to stay informed, keep content fresh, and to be accurate. Then as one person visits the blog and is happy with it, by word of mouth you may find that your audience grows. With some ingenuity, you can turn that into an even bigger audience if you combine it with the social media networks discussed above, and if you are really lucky, you can even start to monetize it too. (People have been known to sell their blogs, and to make a full time income just from blogging! All you have to do is familiarize yourself with Google Adsense, and other affiliates for sources of income such as - Kontera, PepperJam Network, Text Link Ads, Bidvertisers, private ad sales, Shoemoneytools and RSS ads. Don't ask me to elaborate on any of these because I'm still trying to figure them out. But I'm just saying the information is out there.)

Other ways to generate buzz is to give free seminars, write a newsletter, write a newspaper column, start a radio station (possible for about $40.00!) start an email list and get known by the media. There is no substitute for being the best in your field. That goes a long way to generating buzz too. Especially if the price is right.

Change

Is change always good? Barack Obama would have us believe so. Is he right?

I was in Borders the other day having a cup of Earl Grey and a wedge of chocolate cake when I noticed that there was a stack of books from the person who had been sitting at the table before me. I absentmindedly started to poke through the mountainous pile: The Bitch Switch by Omarosa Maningault-Stallworth; Inc Magazine; Who moved my cheese by Spencer Johnson; The Hip Chick’s Guide to Macrobiotics by Jessica Porter; and The Giving Tree by Shel Silverstein. An eclectic mix to be sure. But an intriguing combination. I felt inspiration coming on.

I began with Maningault-Stallworth’s The Bitch Switch. What could this self-proclaimed “bitch” and former Trump Apprentice tell me about running a small business which I could in turn share with my readers on smallbizsociety.blogspot.com?

It turns out quite a lot. Here’s a woman from humble beginnings who went on to earn a PHD, work for the Bill Clinton administration, and who has become the most recognizable apprentice from Trump’s reality TV franchise. How did she do it? First of all, she was a Purple Cow . There is no other like Omarosa. Apres Omarosa, c'est la deluge. Second of all, she knows how to capitalize on opportunities and trends. Third, she knows how to build and expand a brand. Then of course, she knows how to use the media and different mediums to sell her brand. And she is bold and innovative for writing this book and doing all the other things she does, including her philanthropic work. What I admire most about her is how she embraced the changes that came about in her life after the Apprentice, and how she exploited the market place and how she has made herself into a big reality TV star. She is the ultimate "small business person" that became big cheese. Her change has been "macrobiotic." Change has been big for her. Change has been good for her.

As I started to browse through Inc Magazine looking for more inspiration (with the word CHANGE on my mind), I stumbled across an article called, The Beer Crisis of 2008. Again, I noticed a theme of change. According to the Beer article, change has been good for the beer industry. Thanks to the bad economy (btw another article in the same issue blames the economy and Sarbane Oxley for the fact that IPO’s are at a 30 year low and this opens up other applications of the concept of “change” which I won't get into with this particular blog entry) but when the price of hops started to go through the roof after major producers like the Czech Republic and Slovenia were hit by bad weather and a reduction in supply, small U.S. breweries became desperate for supply and became competitive with one another. But instead of trying to run each other out of business, they created these lottery systems to distribute the hops supply in a fair and democratic way so that small breweries across the country could stay afloat. A change in circumstances called for them to find new ways to operate within their industry so that they could all remain profitable. And they did. They began to use collaboration and cooperation as strategies to deal with the changed circumstances.

The theme of change also ran through Who moved my cheese, by Spencer Johnson. In the book which is a Wall Street Journal Best Seller, the author espoused the idea of adaptation, preparation, foresight and innovation. The theme was: forget about who moved the cheese. The point is [small businesses] should anticipate that the cheese will get moved and they need to have contingencies and strategies in place (or adapt quickly) to cope with inevitable changes in the market place. Spencer definitely saw change as being a good thing – a thing that can expand an individual's life. I thought to myself that change can also be quite good for small businesses that can anticipate what's coming and adapt quickly to the change.

I did not get a chance to really delve into The Hip Chicks’ Guide to Macrobiotics by Jessica Porter. The security guy came around and said the store would be closed in 30 minutes. So I quickly skimmed the introduction. Knowing nothing about a macrobiotic diet, except in so far as I read that Gwyneth Paltrow was into it before she wasn't into it anymore I wanted to find out what the diet entailed, and whether there was anything useful I could learn about "change" by reading about it.

It turns out that the art of macrobiotics is about the “art of creating a big life.” It’s a whole "philosophy" about "change coming from within," that we "change the world by changing ourselves," that we change ourselves by what we choose to eat (this includes a lot of brown rice,) and how we choose to eat it and how we choose to live. I thought to myself, that a macrobiotic diet could be applied to a small business owner. In taking a macro-biotic approach to his or her business, a small business owner would be looking for ways to big up his or her business. They would also be looking for ways to change their business practices to make it more compatible with the environment – in other words, they would probably be going “green” and trying some other trendy ideas which eventually could become a part of their DNA.

Shel Silverstein’s classic children’s story, The Giving Tree was probably the most fascinating of all. Here was a character who spent a lifetime changing. He was first a young boy, innocent, with very few needs. He loved the tree simply and unconditionally and the tree loved him in return. As time went on, his life changed, even though the tree remained contant. His needs got bigger and more complex and he had less and less time for the tree. In the end, the tree was like his sacrificial lamb. He sacrificed the tree to achieve his goals and objectives, to get what he "wanted." He took everything the tree had to offer in order to get what he wanted and needed. The tree was demolished, changing from a beautiful, full, rich character, to a mere stomp by the time the boy (who was now a grown man) had taken all the tree had to give. The only thing that did not change was the love the tree felt for the boy as he grew into a man who wanted more and more things: a house, a wife, kids, a boat, everything his mind could conceive. And he got it all by exploiting the tree. But in the end, after taking it all from the tree, the boy (who was now a man) was right back where he started: alone with the tree, sitting on the stomp he had reduced the tree to, being too tired to want anything more - and even if he wanted more, the tree had nothing else to give.

As a small business owner, you will change. Change is good. You will get bigger and you will expand over time if success comes your way. But the thing with change seems to be taking it with a grain of salt. And in making change, always pay attention to the trade offs.