The Entrepreneurial Joy Ride

Recently I sent a friend a link to a blog post that I thought she would enjoy. The next day she let me know that she liked the post and that she had left a comment. She added that she was thrilled to see that her comment included a link back to her website.

I thought this was common knowledge, but since it isn’t, I decided to share some reasons why you should seize the opportunity to comment on blog posts whenever possible.

1. Improved Search Engine Optimization (SEO)
Whenever I come across an interesting blog post, I make an effort to post a thoughtful comment. The vast majority of blogs will include a link back to your site or blog, and the more links you have pointing to your site, the better for SEO. Google likes incoming links, especially from high-traffic sites that are related to what you do.

For example, if you are a dog trainer, it would be wise for you to comment on blogs about dog training. Each comment you add with a link back to your site can improve your relevance with Google (and with the other search engines as well).

2. Increased Community Visibility
A friend of mine has a six-figure niche publishing business. I asked how he built such a loyal following in his field and he said a big part of his strategy was to get involved in online forums and blogs. He began commenting on posts and engaging in the conversation. This is key.

A good comment goes beyond “Great post, thanks for sharing.” Instead it adds to the conversation. For example, if you read a post with dog training tips, your comment can suggest a few additional tips not covered in the post. When you do this on a regular basis, you will inevitably start to build recognition in the community in which you engage.

3. Increased Blogger Visibility
Comments are moderated by humans for most blogs. That means that before your comment is added to the site, someone must decide to approve it. When you consistently participate in the conversation and add value, the blog owner or moderator is going to notice. They may even link back to your site, visit your blog or want to learn more about what you do. Who knows, you may even find a way to collaborate on something if you hit it off at the virtual cocktail party.

Side note: I believe that socializing online is not much different than socializing in person. Some of my most valued alliance partners and clients are people I’ve met virtually.

4. Targeted Website Traffic
Smart comments go beyond improving SEO and catching the eye of the blog host, they can also prompt other blog readers to click your link and check out what you’re all about. That’s right, you can generate targeted traffic one click at a time with a simple, smart blog comment.

5. Good Karma
Call me crazy, but I believe in generating good karma. When you post a positive comment on a blog, it can only equate to increased positive comments coming your way. I avoid writing negative comments or reviews. That doesn’t mean that I won’t occasionally challenge someone (that can be fun!), but generally speaking, I believe in spreading only positivity around. The world has enough complainers.

And by the way, I moderate my own blog and delete more comments than I approve. A good percentage of the comments that come in don’t say much beyond “Thanks for the post.” Others begin by giving a thoughtful response and then weave in some sort of sales pitch at the end. Sorry folks, these don’t make it. Blog comments should avoid being self-serving.

Perhaps if we had a relationship because you frequently posted interesting comments, then I would be willing to let the occasional sales pitch sneak in. See how this works? Cyber relationships can be built one comment at a time. So the next time you come across an interesting blog post, take a moment to craft a thoughtful response. Make this a habit and you’re sure to reap the rewards.

written by Stephanie Chandler \\ tags: how to comment on blogs, search engine optimization, seo

I hear from people all the time who have invested in high-dollar coaching programs and training courses only to be left with a big hole in the wallet and wondering why those step-by-step blueprints aren’t creating the promised results.

The reality is that there is no cookie cutter solution for ANY business. Take a look at the franchise model. A franchise business is the closest thing you can get to a cookie cutter business—it is meant to be an out of the box solution. Yet while one sandwich shop may thrive in one city, an identical shop can be forced to shut its doors in another city. Why? Because while there may be a step-by-step process for how the business looks and operates, that doesn’t factor in all the other intangibles: where the business is located, how much competition is in the area, the friendliness of the staff, the devotion of the business owner, the amount of time and money spent on marketing, and so on.

It’s not necessarily anyone’s fault. When investing in a blueprint that provides an outline for how to market your business, grow your business, build your mailing list, increase website traffic or herd cats, you have to ground it all in reality and reset your expectations. Not only might the blueprint not work exactly as you hope it will, but there may be elements of it that don’t align with what you’re all about.

This is the part that scares me most. You cannot accept any program at face value—it must go through a gut check process. Does what they are recommending feel right to you? Do the steps align with your values? Do you believe your customer base will respond favorably? This applies with anything that you learn, whether from a book that you read, a class that you attend or a high-dollar program that promises riches.

Social media is a hot, hot topic right now. I can guarantee that you can hire five different social media consultants you will get five different plans for execution. Sure there will be some overlap, but each will recommend engaging at a different frequency, propose different tactics for building your audience, recommend different tools and procedures.

So what can you do? What should you do?

Instead of following, adopt an attitude of learning. Every program, book, blog, class likely has something to offer. Put everything through the gut check. Heed the lessons and advice that feels right to you and that aligns with your business. Most importantly, learn as much as you can from as many sources as you can and then create a result that fits your business.

If your sandwich shop is struggling, look beyond corporate headquarters for answers. Read marketing books, leverage internet marketing strategies, learn about guerrilla marketing tactics and commit to working around the clock and doing what it takes to make it successful.

Whatever you do, don’t expect the answers to come from one source. That is the quickest way to set your business up for failure. Learn instead of follow and you will inevitably find what you are looking for.

written by Stephanie Chandler \\ tags: blueprint, business failure

I just returned from spending several days at the Mark Hopkins hotel in San Francisco for the 7th annual San Francisco Writers Conference. It was an honor to speak at the event for the second year in a row, especially since being an attendee at the SFWC several years ago was a career-changing experience for me.

Back in 2005 I went to the SFWC with a book proposal in hand. It was for my first book, what is now known as The Business Startup Checklist and Planning Guide. At the time I had no “platform”–meaning that publishers weren’t interested because nobody knew who I was! In an effort to change course, I decided to build a platform by launching BusinessInfoGuide.com, a directory of resources for entrepreneurs. As the site grew, so did sales of my first book and subsequent ebooks, special reports and other information products.

The success I had with the site helped me secure several book deals. Just five years later, I have four books to my credit and more than a dozen reports, ebooks and info products. I get to speak at a wide variety of events and travel to some fantastic places. I’m not sure any of this would have happened if it weren’t for my experience at the San Francisco Writers Conference. The lessons that I learned there inspired me to put action behind my goals.

The point I’m trying to make is this: If you have a goal, then you must find a way to make it happen. Visualizing and trying to “attract” the goal into your life is just the first step in finding the motivation. You cannot manifest a goal without action. Period.

Ask any successful person how they got there and 99.999% will tell you it took hard work and persistence. Some will cite luck, though I also believe is luck is something we create for ourselves–through hard work!

I left corporate America in 2003, and as I consider what’s ahead for 2010, I can’t help but reflect on the journey. In seven years I’ve produced a lot of content! I’ve learned a ton of lessons. I got married, had a baby, and birthed a career as an author and speaker. It has not always been easy, but the journey has been loaded with lessons and joy and experiences that I wouldn’t change for anything.

If you want something badly enough, you must find a way to make it happen.

written by Stephanie Chandler \\ tags: achieving goals, goals

It’s time for a name change! This blog has featured the yawn-worthy title of “Small Business Growth Strategies” for several years. The truth is I chose that title for search engine optimization purposes. Today it bores me to tears.

So I’ve renamed the blog to “The Entrepreneurial Joy Ride” and that feels really good right now. The new tagline: “Content + Internet + Marketing = Creative Freedom.” This better summarizes what I’m about, what I love and what I do.

At the same time, I’m not generating as much content as I would like. I’m working on developing better habits to write articles and blog posts since my frequency varies week by week. I don’t like to post just for the sake of posting. I want to post when I feel inspired. The never-ending To Do list has been stumping my creativity lately. I’m vowing here and now to dedicate more time to content and less time worrying about everything else.

Three cheers for creative freedom!

Happy Friday, everyone!

written by Stephanie Chandler \\ tags: entrepreneurial joy ride

My friend Karl Palachuk has built his publishing empire with technology books. He also hosts his own events and is a master at bundling products together and selling them at the back of the room. I asked him to share some of his best tips. Enjoy!

Nine Quick Tips for Selling Books at The Back of the Room by Karl Palachuk

Many of us count on back of the room sales as an important source of revenue. I’ve made presentations to crowds from a few dozen to many hundreds. In all cases I’ve tried to maximize revenue from back of the room sales. As strange as it sounds, the most important part about on site sales is that you have _some_ strategy rather than no strategy.

Here are nine quick tips to maximize your on site sales.

1. The first rule is to consider every aspect: The Sounds, the Smells, the Interactions. Approach your event like Starbucks or Disneyland. That means you need to build every aspect of your presentation to set the right atmosphere for sales. This includes a sense of urgency and eagerness. Depending on your audience, you need to adjust your sense of professionalism, nerdiness, and humor. Consider anything that might contribute to a buying mood.

2. Provide the most enjoyable experience possible. That means you need to give more than your attendees expect. Be professional and provide the best interaction you can. That means you should spend a little on name tags and handouts. Little things count. If you don’t use colored paper, then print in color. Don’t come off as cheap.

3. Before the Seminar, collect as much information as you can. Registration should include a lot more than email addresses. Whether you’re being paid or doing the show for free, it is very reasonable to collect complete contact information. That means you should gather the information needed to add attendees to your (postal) mailing list as well as your email list.

4. Hand out great materials. If nothing else, you should have a printout of your slides. But with luck you have a really great handout that either engages the audience in participation or highlights the most important points in your presentation. Any handout should include your contact information, including web site and email address.

5. Hand out a price list/order form. Even if you only have one product for sale, you should put together some kind of sales order form that includes all of your contact information. If you have multiple products, including products from other authors, you should also include package deals. People don’t want to feel “sold” but they love to shop. If you have lots of products (audio, video, books, etc.), then try to create tiered package offerings.

6. Hand out evaluations. The most basic evaluation is to have two or three questions. What’s the best thing about the presentation? What’s the worst thing? Is there anything else you’d like to add? It is also important that you use evaluations to collect testimonials for advertising. At the end of the evaluation, simply ask for additional comments and ask people to sign the form if they give permission for you to use the comments.

7. Be sure you can take whatever payment people are offering. This must include Visa, Master Card, American Express, and PayPal. As a general rule, people like to pay the way they normally pay. If they can’t use their preferred method, they won’t buy at all. While it’s true that you’ll give up a few percentage points, you’ll also make sales that you wouldn’t have made otherwise.

8. Ask for the sale. As strange as it sounds, you need to ask people to buy your books. This is particularly true when you’re not being paid for your presentation. Before the end of your presentation, simply go through your price list/order form and make sure everyone knows how easy it is to buy.

9. Finally, make sure you orchestrate a time for people to buy. This might be at a break or near the end. If you’re not the organizer, make sure you know what the arrangements are. The worst thing that can happen is that the room is not available after a certain time and everyone has to leave. You don’t want to finish your talk and have everyone rush out. Leave time for the sale!

- Karl W. Palachuk, Great Little Book Publishing Co., Inc.
SMBBooks.com

NOTE: Check out Karl’s Network Migration Workbook, a high-dollar book that is selling like crazy. How cool is this?! As an author and a publisher, I am green with envy! Visit www.networkmigrationworkbook.com

written by Stephanie Chandler \\ tags: author, back of the room, karl palachuk, publisher, selling books

Just about everyone with a business card is talking about the benefits of social media and urging others to climb aboard. You’ve already heard that social media is a great tool for business exposure and for connecting with clients and prospects. But here’s a benefit that I haven’t seen covered much: Social media is a powerful outlet for learning.

Whether you want to learn more about your specific industry or you have a variety of interests, you can find a wealth of information through sites like Twitter, Facebook and LinkedIn. You can do this by following those who are authorities in their subject matter, related trade associations, news outlets, and industry-specific publications and by participating in related groups. You might be surprised at how much useful information is out there!

I get tons of information from Twitter. I use Twitter to uncover industry statistics, find great nuggets of information and to keep up on trends. I’ve found book recommendations, links to free reports and ebooks, event announcements and all kinds of unexpected goodies. In most cases, this is information I quickly retweet to share with others.

Warning: The biggest danger here is that you can enter a rat hole! It’s very easy to lose track of time when you come across a tweet that takes you to a blog post, that takes you to an article, that takes you to a website… But the benefits clearly outweigh the potential time-suck and the time is yours to manage.

I also find that the people I most enjoy following on Twitter and the other social networks are those who share useful information and aren’t just posting for the sake of posting. I don’t care what you had for lunch, where your kids are off to today and I definitely don’t need any more motivational quotes. So a side note here is that if you want to stand out on the social networks, you need to provide value!

And for those who aren’t ready to send shout-outs to the world, there are still many benefits to be found from consuming the information that is available. Pull up a chair and watch for awhile. Monitor the networks and find interesting people to follow. And then maybe, over time, you will be ready to join the party! Either way, you’re sure to learn something.

written by Stephanie Chandler \\ tags: business, facebook, twitter, ~SOCIAL MEDIA~

I just read an article from Publisher’s Weekly about the debate the big publishers are having at the Digital Book World event over two main issues:
1. How to price ebooks
2. When to release ebooks

It seems that statistically, the sweet spot for pricing ebooks falls below $9.99 (though I’d like to see this figure broken down by fiction vs. nonfiction as I suspect this is primarily attributed to fiction). The publishers are whining that there isn’t enough room to make a profit from ebooks, which makes me wonder where they are getting their figures.

The cost to produce an ebook is ridiculously low and as far as I’m concerned, ebooks represent nearly pure profit. While in the traditional book world they currently only account for 4% of book sales market, that number is likely to climb as the popularity of portable ebook readers (Amazon’s Kindle, Apple’s new Tablet, Barnes and Noble’s Nook, etc.) continues to rise. Note to big pubs: perhaps it’s your inflated overhead that is killing your profit margin. I’m just sayin’…

To further complicate the discussion, many publishers are holding off on releasing ebook versions of new titles in an effort to capture more sales. In an industry that’s struggling to stay afloat, I wonder why the traditional publishers aren’t bending over backwards to make customers happy. Give us ebooks! Each time a reader enjoys a $10 ebook, you gain a new fan for the author. This can lead to MORE sales from that author’s past and future titles (you are going to re-sign that author, right?).

In my humble opinion, publishers who start embracing the ebook market now will be far better positioned to weather the economic storm in the publishing industry.

Want to inspire more book sales? Get the book in more hands–give away copies of the ebook. This is a low-cost, high-return proposition. As an author, I’d much rather get my books into as many hands as possible so that people can talk about them. I would love it if my publishers started giving away the ebook versions of my books so that the buzz created on blogs and social networks could help sell more printed copies. That’s one of the best ways there is to sell books in a world that is evolving faster than the publishing industry wants to admit.

All of this just puts another feather in the cap for self-publishing. Self-published authors maintain all of their rights and avoid the politics and out-dated policies of the traditional houses. I’ve done both for years for various reasons, though it frustrates me that I don’t have the right to sell my own books in ebook format.

What do you think? I’d love for some feedback on this whole messy issue.

written by Stephanie Chandler \\ tags: apple tablet, ebook readers, ebooks, kindle, nook, pricing ebooks, self-publishing, traditional publishing, ~PUBLISHING~

I just came across and article from Publishers Weekly that offers a summary of a new survey published by the Book Industry Study Group about how book buyers use ebooks. According to the survey, computers are still the top device used to read ebooks, with Kindle as the second preferred choice.

For those of us who publish and distribute books, this reinforces the fact that ebooks can and should be made available in PDF format. With PDF, a document can be read across many platforms: PCs, Macs, and most handheld devices. For authors who are reading this post, I encourage you to make your book available in ebook format for sale from your website or blog. The only caveat here is that you must own the rights to your own book. If you’re published with a major press, it’s likely that your contract stipulates that you don’t have the right to sell your own book in ebook format (an unfortunate down-side of traditional publishing for authors). Self-published authors have an advantage here because you own the rights to your book. And by the way, making your work available in ebook format is an advantage not only for your readers who want the instant gratification that comes from buying an electronic download, but it equates to nearly pure-profit for you as an author. Ebooks are fantastic for revenue!

I wrote a book on this subject: From Entrepreneur to Infopreneur: Make Money with Books, eBooks and Information Products (John Wiley and Sons). Ironically, because it’s with a traditional press, I can’t sell you the ebook version! But I’m happy to see this survey which reinforces that PDF versions of ebooks are still alive and well.

written by Stephanie Chandler \\ tags: author, book industry, ebooks, publisher, publishing ebooks, ~PUBLISHING~

When Carley Knobloch from Mothercraft Coaching asked if she could interview me for her Perfect Moms Finish Last audio series, I gave an enthusiastic YES! I love what she has done–Carley rounded up 20 moms who have given up on seeking perfection at home and at work, and instead “embrace imperfection!” Amen to that.

I got a late start in the mommy games. My stepson came into my life when he was eight (he’s about to turn 17), so I didn’t get to experience the early years. Today my son, Ben, is three. He rocks my world, magically shifted all of my priorities, and has made me feel more vulnerable than I have ever been in my life.

As an entrepreneur and classic type-A personality, I am used to control. I like order in my day. I thrive on lists, schedules, plans, and a nice, clean kitchen. I used to have a pretty house. The furniture matched, coasters lined the tables, and I got a charge out of updating the decor. Now I have a little boy who has all the energy of a wild puppy. Not a day goes by that I don’t trip over a fire engine, pajamas that were stripped off on a whim, a juice box or other miscellaneous object that was moved from one end of the house to the other.

Around the time that Ben started to walk, I gave up on coasters. I now consider my furniture disposable. Chips in the wood, stains on the arm of the couch, the faded blue ink on the carpet where Ben had some fun with a pen that I accidentally left out… I made a life-changing decision to let go of perfection a long time ago, mostly for the sake of survival. If I let myself obsess about the spilled juice and crayon on the wall by the bathroom, my head might explode.

I have more important things to worry about like the debate over whether or not to give Ben the H1N1 vaccine, the fact that we’re out of raisins, the mystery of the missing stuffed puppy that he sleeps with, and how I’m going to negotiate an earlier bed time with him tonight. Oh, and there’s that little matter of the business I have to run, the books I write, the upcoming speaking engagements, my overflowing inbox, my exceedingly late reply to voice mails, and the list goes on.

As I said, I gave up on perfection a long time ago. If you want to celebrate the joys of imperfection with 20 other perfectly imperfect moms, Carley Knobloch has made them available for free download: Perfect Moms Finish Last.

Enjoy! (And don’t forget to embrace your own imperfections!)

written by Stephanie Chandler \\ tags: carly knobloch, imperfect moms, mom business owner, mom entrepreneur

My post earlier this week on what happens when your ebook gets passed around generated a lot of discussion online. Thanks for all the comments and support! Here are a few more thoughts to address some questions that have come up:

One comment on Facebook pointed out that ebooks represent passive income, the same way that CD sales represent passive income for record companies and artists. When a CD is shared, a sale is lost. The same is true with an ebook. Here’s my response:

You are right that ebooks represent passive income. Don’t get me wrong, I am a huge fan of passive income! My point is that while you may lose SOME of your passive income when others share your ebooks and other electronic products without permission, you ultimately gain more income from the ripple effect of new fans who come back to buy your other products.

The secret to success here: Make sure you have other products and services to offer. A single ebook isn’t likely going to be your golden ticket to wealth (unless it’s a high-dollar, niche-targeted product with great marketing to drive traffic and sales). The reality is that most businesses need multiple products and services to thrive. Can you imagine a yarn store with just one color of yarn? Or a restaurant that sold burgers without fries and sodas?

I also believe in the common good of people. Just this week a client told me that she purchased several copies of one of my ebooks to give to friends. She could have sent along her personal copy, but used the good karma rule and went back to buy additional copies. She definitely earned her good karma points.

There is also something to be said for ebooks, reports, audios, etc. that you create specifically to give away for free. Seth Godin did this last month by compiling an ebook full of tips from various authors. The announcement became a Twitter trending topic, and definitely created a lot of exposure for all involved. Brilliant!

Godin also wrote a book on the topic: Free Prize Inside: How to Make a Purple Cow. Chris Andersen covers similar ideas in his book Free: The Future of a Radical Price. Both are great reads.

Finally, whether you are creating an ebook, report, whitepaper–or any other digital product, and you sell it or give it away for free, make sure you reference your website and invite recipients to learn more about your products and services. This doesn’t have to be in-your-face marketing. Readers who like what you have to say will want the opportunity to learn more. This is a missed opportunity I’ve seen all too often.

So glad we have begun this conversation!

written by Stephanie Chandler \\ tags: ebook distribution, free ebook, information products, passive income, seth godin, special reports