My 5 Second Rule for Small Business Owners

Lauren

Mommy's Helper - Mom's Market Ezine
Issue #133
Wednesday, July 5th, 2006

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Editor's Rambling:
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Note from Anita

*Anita is currently on vacation, and will be back next week*

Till next week...

~Anita DeFrank
Mommy's Helper

Note from Kara

Hope you all had a great 4th of July! We sure did, and as always the kids enjoyed the fireworks. It's back to work now, which doesn't bother me in the least. One of the perks of being a wahm is you never really *hate* your job. Wink

I've made an ongoing goal for myself to get more organized and motivated. I'm not sure it smart for me to try and pull everything together all at once, but I'm giving it a shot. Last week I organized my projects and put everything in two folders. This week (starting today) I'm waking up at least a half hour earlier to work out before jumping on the computer. I believe doing this is going to help the most, since I've got more energy to start with. This won't be an easy challenge, but I need to keep with it!

See you in two weeks!

~Kara Kelso~
Mom's Market

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Article
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My 5 Second Rule for Small Business Owners

Opening a new business in the real world or online in cyberspace requires thinking beyond all the money you will make. Most small business owners are clear on their ultimate goal, yet often many fail to spend time planning their marketing image. To succeed, first impressions are critical, or you may violate what I call My 5 Second Rule:

When a new prospect finds your web site, you have 5 seconds to convince them to stay.

The rule applies in the physical world, also. Your printed materials may be dumped in the trash just as quickly, or a visitor to your company may browse briefly while in fact the no sale decision was made in those critical first few seconds.

Regardless of your business, your image as a professional and credible source for a product or service depends on making a positive first impression. While most people don't realize the subconscious dynamics that occur during an introduction, how you are perceived is clouded with prejudice.

In a face to face meeting, subconsciously your prospect will categorize you immediately by SPAM - DO NOT CLICK, age, and race. This fact may be hard to believe, however, individual life experiences connect your combination of these 3 characteristics into a fixed profile based on past encounters. Overcoming any negatives begins when you speak. A warm and friendly approach while being prepared to offer the benefits of doing business will help you succeed.

In print, your business card, ad, or brochure tells a similar story without the subconscious human preconceptions. The message will still elicit a reaction, good or bad, so how you present your company in print needs to get past My 5 Second Rule. This is equally true for the home page of your web site. Here's some advice.

Customers have a need (problem), and you provide a product or service (solution). Matching these 2 for a successful sale is easier than most people realize. Front door selling, printed ads, or online web offers should all address the benefits (solution, again) and not the features (it's about the customer, not about you).

Your marketing materials need to project a mental image in the mind of the viewer. Stimulate their imagination so they picture themselves enjoying the benefits of your offer, and you can overcome My 5 Second Rule. Here's an example that was created for a used car dealer. How do you glamorize a business that is the subject of so many disparaging jokes?

This client had a featured monthly special vehicle that they wanted to promote on their web site. The photos taken in a chain link enclosed parking lot didn't convey the excitement or mental picture necessary to stimulate the viewer. The chosen vehicle was an upscale Jeep, and the client specialized in exports to Puerto Rico. To add pizzazz, I did an edit of the photo to remove the background, and placed 2 views of the monthly special on a bluff overlooking a gorgeous beach in Puerto Rico. If my descriptions succeeded creating your mental image referring to the chain link and gorgeous beach, the subtle difference in presentation should be apparent.

Bonus Tip: What to Say When a Customer is Wrong

As a small business owner, you know your business and as an expert, reacting to an email or face to face comment that you know is absolutely wrong will work wonders if you answer with two magic words: "You're right!". This works for several reasons. Most importantly, your customer may be expecting an argument, so they will only hear half of what you have to say if you reply saying they are wrong. The listener will be busy mentally sorting comebacks and supporting evidence, and may not hear any of your expert advice.

Telling someone "You're right" will have them on the edge of their chair waiting for your next comment. Shifting your argument to what you know to be the truth is easy. With a brief pause after your magic two words, continue with "...and there are many people who feel the same way. From years of experience, I've found that in fact (insert the truth based on your expertise here)... etc." and you give them the opportunity to accept your slant on the subject without having their opinion challenged. It works. For those concerned about ethics, the phrase "You're right!" is simply an acknowledgement that they have one view, and it is valid because that's how they feel.

In summary, a professional image includes a wide range of materials for making a positive first impression. Consider the feelings of your prospect and how your product or service will benefit them, and you'll do well in converting first introductions into sales.

Jim Degerstrom offers custom web site design at http://www.jimdegerstrom.com with 100+ examples of custom artwork for marketing in print or online, plus a 5-star directory of 200,000 royalty free stock photos.

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Childcare
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When Little Kids Curse

This is a must read article which can only be read at Mommy's Helper. To read this article, visit:
http://www.mommyshelperonline.com/when-kids-curse.html

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Coffee Break
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Building Moral Character is Nothing To Sniff At

?Lisa Barker

Well, it finally happened. One of my kids has outsmarted me when it comes to eating vegetables. The two-year old, demonstrating sheer brilliance on his part, now surpasses his older siblings in weaseling out of eating healthy foods. To be blunt, he shoves veggies up his nose and there is no way I'm paying the bucks to take him to the emergency room to have kernels of corn extracted from his wee brain. Even though that would make a GREAT column.

So, now he doesn't have to eat his veggies if he doesn't want to because I might have to leave the table to get the ketchup and come back and find that he's snorted all the side dishes.

Seriously. I knew he was up to something. Veggies just don't disappear that fast on HIS plate. Sure enough, I discovered his secret stash.

Now, in my day, we'd hide veggies under the table in the little crevices. Or we'd smoothly wipe our mouths and make a secret deposit into a napkin. Oh, sure, my mom was always wise to this, but it never crossed my mind to hide the offending veggies up my nose.

What next? Peas in his ears? Mashed potatoes in his belly button?

I have to put a stop to this before he's old enough for elementary school. There's no telling how many crayons, pencils and homework assignments he'll file away.

And if he keeps that up, who knows where it will end? Maybe one day he'll walk into a department store and slip out with an iPod shoved up his nose.

"Hello, Mom? I've been arrested. I, uh, accidentally inhaled an iPod."

"What!? I told you to keep your nose clean! If you don?t stay out of trouble you?re really going to blow it."

Oh, I definitely have to curb this interest of his. No child of mine is going to live a life of crime! Why, once he sniffs up his first iPod it can only lead to even bigger things, like televisions and cars.

?Son, is that a Volkswagen Beetle sticking out of your nose??

?What nose??

?The one with the license plate number ?IDIGIT2.??

I know. I?m probably making a big fuss about nothing. People tell me that it?s just a phase he?s going through. One kernel of corn doesn?t constitute grand theft auto nor does it reflect poorly on my son?s character. Then again, no self-respecting mom will leave these things to chance. You?ll never see my boy on Jerry Springer crying about how I SHOULD HAVE made him blow his nose at the dinner table. No, sir. When it comes to instilling morals and character in children it?s definitely nothing to sniff at.

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Jelly Mom? is written by Lisa Barker, author of "Just Because Your Kids Drive You Insane...Doesn't Mean You Are A Bad Parent!" and syndicated through Martin-Ola Press/Parent To Parent. To publish Jelly Mom, buy the book or leave comments, please visit http://www.jellymom.com.

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Recipes
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APPLE PUDDING CAKE
* 2 cups sugar
* 1 cup vegetable oil
* 2 eggs
* 2 teaspoons vanilla
* 2 cups flour
* 1 teaspoon baking soda
* 1 teaspoon nutmeg
* 2 cups unpeeled apple, finely chopped
* 1 cup chopped nuts (walnuts or pecans)

Beat sugar, oil, eggs, and vanilla. Add apple with dry ingredients and mix well.

Spray a two pound tin can with cooking spray or grease and flour it well. Pour batter into can, filling no more than 2/3 full. Place can in Crock Pot. Do not add water. Cover but leave cover ajar so steam can escape. Cook on high 3 1/2 to 4 hours. Don't peek before the last hour of baking. Cake is done when top is set. Let stand in can a few minutes before tipping pudding out on a plate. Serve half-rounds plain, with whipped topping, or a pudding sauce.

Do you have a favorite recipe to share?
Post them at Mommy's Helper Community!

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