In national politics, and local too it seems, there are versions of the truth. Not necessarily conflicting, just viewed with different perceptions. It is in the perception that so many staffers, consultants and speech writers find employment. In business, we call them marketers. While substance, quality and truth are important, there is no getting around the importance of delivery.

Now, let me go ahead and concede that if your product is the cure for a deadly disease or something that causes one, nobody is going to care about the delivery. They will take the one any way it comes and the other will result in a failed business. We are talking in generalities. We are targeting the norm, the largest demographic, with a useful, yet typical, product. Like in politics, lots of options could do the job, but you can only push the button for one. The delivery makes all the difference.

When we talk about delivery, we are addressing a few things. We are talking mainly about method, packaging and message. Let’s walk through it. I will use the example of sending flowers for those who don’t care to imagine and encourage the rest of you to come up with your own. It’ll be easy, I promise.

Let’s say you are sending flowers to your wife or mom or whomever. While placing your order, the clerk explains they have a new value added service. You can choose who delivers your flowers. Because the program is new, there are only three options. One is overly attractive and knows it. The next is

well groomed and mild mannered. The last resembles your textbook definition of unsavory. I won’t tell you which one to pick. Consider the way the intent of the flowers is altered simply by changing the method of delivery.

Being a great salesman, the clerk insists that sending flowers without chocolates is not a good idea. You agree and he presents your options. One is a beautiful heart shaped box trimmed with a delicate lace and adorned with a bow. The next is simply wrapped box using an appealing paper and tied with a ribbon. The third is a brown paper bag held closed with elephant stickers. I’ll give you a minute to consider that last one. The chocolates look, smell and taste the same, in theory. They will “feel” different based on the packaging alone.

You think you are finished when the clerk reminds you that you haven’t included a card. Again you are presented with three options. The first is a handmade gem that expresses sentiments that gives you goose bumps. The second is a nicely printed greeting with a typical, yet sincere, expression. The third has a smudge on it and says something on the level of “I am glad you didn’t get run over by a herd of cattle.” Flowers are beautiful and the chocolates are divine. The message will seal the deal or make your name mud.

As suppliers of products and services, we must understand that, while those things are important, we cannot overlook the delivery. In a time of competition, options and availability, it may be the only thing that sets you apart from the rest. At the very least, it will define for the public who you are and what your business is about. It will, intended or not, convey your standards, ethics and dedication to your craft. When all things are equal, or even close, it is all about the delivery. But I would love to hear what you think.

Original Run

The last day of the conference boasted Michael Gerber as the final keynote speaker. Michael is the founder of E-Myth Worldwide and considered one of the foremost experts on entrepreneurial and small business strategies. In all honesty, I really wish he would have been scheduled earlier in the conference. By the time Sunday rolled around, I had been there four days and was mentally drained. There were times while he spoke that I wasn’t even sure he was speaking English. But, he was and a few of the things he said stuck. I would like to share them with you.

The first thing that struck me as interesting is the motivation behind becoming a small business owner. He related how many folks will take the job they have, a graphic designer, for instance, and say they are going to start their own business. But they don’t, they simply create a job for themselves. Most small businesses fail, according to Michael, because the folks starting them create a job for themselves without considering the fact that they have to learn how to run a business. It is his opinion, so far as I understood, that most small business owners know nothing about actually running a business. They know lots of stuff about their job, but fail to recognize the importance of creating a structure that allows that process to function as an enterprise. Thus, they spend all their time, efforts and energy hustling for the work, doing the work and then hustling some more. This leaves virtually no time to develop strategy, structure, stability or growth.

Michael also challenged us to consider the question, “What’s missing?” In other words, what piece of the puzzle, part of the chain or step in the process is keeping a small business from running smoothly? Michael obviously believes strongly in the system of business. He argues that McDonald’s is the successful franchise that it is because the fulfillment process is always the same. Regardless of what McDonald’s you go into, there is the same system - consistent offering and price point, standard order placement method, typical payment method, constant way in which the requested product is produced and a predictable way in which the consumer receives the product. It is a system. The consumer knows what’s available, how to ask for it and how to pay for it. The people doing the job know the method in which to fulfill and deliver that order. Rarely do you see the owner of the franchise running around trying to manage the drive through, flip a hamburger or dish out the fries. He has people in place to perform those functions so that he can handle the business of running his business and creating strategy for growth. Moreover, you for sure don’t see President of McDonald’s USA, Don Thompson, doing these things. According to his executive biography, his duties are “for strategic direction and overall business results of 13,700 restaurants in the U.S.” He is handling the business of doing business.

I think that the point is that, although you started in business for the purpose of producing your passion, you have to remember that you still started a business. While it is important to stay on top of your game and knowledgeable in your field, you have the responsibility to ensure that you are, at all times, operating a business. Anything outside of that puts you at a high risk of failure. Of course, I would love to hear what you think about it.

Original Run

“No passion so effectually robs the mind of all its powers of acting and reasoning as fear.”

-Edmund Burke, A Philosophical Inquiry into the Origin of Our Ideas of the Sublime and Beautiful (1756)

Tomorrow, I fly to Dallas for my first ever eWomen Network conference. The resources, connections and possibilities are endless. I have some big goals for this conference and have been looking forward to it for a long time. Now that it is tomorrow, I will be honest with you, I am a little nervous.

It’s funny that I even say that here. Quite a public place to out an insecurity. But, I think that’s just what needs to happen. Go ahead and address it for what it is so that I can effectively deal with it now so it doesn’t mess me up over the next five days. Fear will trip me up every time.
Fear, or it’s little helper nervous, causes me to do strange things - none of which are productive. It is a big waste of time, money and resources to be unproductive. Moreover, it just isn’t who I am. I am not in the habit of not being who I am.

I think we all have times like this - opportunities that are golden and the little butterflies that go along with it. I don’t think it is lack of confidence so much as a healthy appreciation of the opportunities that lay ahead.

Today I want to encourage you to find your center - that place where you are on the top of your game and productive. Remember who you are and why you are. Sure, there are going to be times where nerve, even fear, peak around the corner, but don’t let them hang out. You are never as good as when you have full confidence in that inner warrior to move through these situations flawlessly.

Look Out!

Coming soon to an inbox near you! The all new Turn Around Tuesday!

We have been talking for a few weeks about TAT suggestions, feedback and whatnot. You all have really been wonderful and incredibly supportive. You have no idea how much I appreciate it.

Because of that support (and a few other events), TAT is getting a makeover. Of course, I think it’s great just the way it is, but every girl needs a new do once in a while.

So, be on the look out over the next two weeks. You’ll see some pretty fantastic changes, interesting announcements and, hopefully, little bits that make your Tuesday better!

I got this book sometime ago and have not yet had the time to read it. Written by Robert Thompson, it applies the principles of The Leadership Challenge by Jim Kouzes and Barry Posner in a fable form. Since I love The Leadership Challenge. I have high hopes for this one.

*Published in Bryan County News

Gas prices keep going up. The pain at the pump has caused many folks to reconsider their summer vacation plans. There has been a buzz of the “staycation” option. This is where people opt to stay home and explore their own community and enjoy their own surroundings instead of spending money to travel. This is a fantastic option for many people, especially for us since we are a coastal community with a rich history. However, there are times when you just have to travel - especially if you are a business owner.

This time next week, I will be in Dallas for a five day conference. And I am not the only one. According to the Travel Industry Association, 18 percent of all travel is business related and one in five will be traveling to a conference. However, in the middle of this unpredictable energy market, those business trips require a bit more thought. Most people only think about gas prices when they are pulling up to the pump. But it is important to remember that airplanes need it. The hotel’s electricity bill is probably elevated. Car services and other ground transportation are feeling the crunch. So what does that mean to the business traveler? Everything - especially if you are the one footing the bill for the ride.

Check your tickets - many airlines are trying to figure out how to make up the difference between fares people will pay and the cost of fuel. They have found it in the same places that most businesses have - fees and surcharges. For the airline industry, this translates into luggage fees. I checked with my airline yesterday. I lucked out. Because I bought my tickets prior to some day in May, I get to check two bags. However, if this trip wasn’t so well planned or a last minute emergency, get ready. You get one personal item and one carry on. After that, at this particular airline, you are going to come out of pocket $15 for the first bag, $25 for the second, $100 for pieces three through five and $200 after that. And don’t even think about reducing your baggage number by stuffing it all into a few. The overweight/oversize charges remind me of a bad cell phone policy. The cost of the fare is no longer the only consideration. Look at the fees and whether or not you will be able to take your clothes with you. Although, it may be cheaper to buy new ones when you get where you are going.

Buddy up - This is a great thing about a conferences. You aren’t the only one going. A great cost reducer may be to get a roommate for the hotel bill. If you are traveling together, you may even be able to split costs on ground transportation or car rental. A word of caution, this does not necessarily mean you should put out an all points bulletin for a travel buddy. Remember, you are supposed to get work done and you can’t do that if your nerves are shot. You can’t do that if you agree to a lodging condition with someone who is not compatible just to save a buck. It’ll probably cost you more in the long run.

Know the schedule - Many conferences, and business trips in general, have some type of mixers or meals. Know when these are and what you have to do to be there. This can considerable cut down on your food expense. Spend the $10 to attend the preconference social if there is a meal or heavy hors d’oeuvres. You get to make the most out of networking with other people there and you don’t have to throw down money for a meal. Another note about scheduling. Few things are more irritating than grabbing a big meal before a session only to realize there is a complimentary menu. Know what is available and when.

Call your CPA - Many business owners are a bit unsure about what they can and can’t claim on their taxes or what documentation they need to have to keep it legit. It’s worth the time to make a phone call. Explain the details and take notes on the directions given. Then stick to it and make sure you have everything you need to give to the IRS come tax season.

Does it all revolve around saving money? In this column it does. I am of the opinion that your business will benefit more by saving money to reinvest back into itself than it ever would with the airlines or the government. I would love to hear what you think about it.

April Groves covers all things business for the Bryan County News. You can send thoughts, press releases, tips and questions you’d like answered to agroves@bryancountynews.

Original Run

I am still determined to be cheerful and happy, in whatever situation I may be; for I have also learned from experience that the greater part of our happiness or misery depends upon our dispositions, and not upon our circumstances.

-Martha Washington (1732 - 1802)

I love that thought - determined to be happy. Sounds like such a contradiction in efforts. Happy seems so carefree and determined is so intentioned. Interesting and brilliant! A complete commitment to take control over one’s attitude. For those of you who didn’t know, being happy isn’t always easy.

Whatever the situation…guess that falls in line with the old adage that an untested virtue is no virtue at all. I suppose it is easy to say you are a happy person if there is always tons of stuff to happy about. Guess it’s not so hard to look on the bright side when that is all there is. Pull it off when things are tough, then you have accomplished something.

Disposition not circumstance - think about that for a while. Understand that this speaks to the idea that what is going on is not nearly as important as your attitude towards what’s going on. This is an important truth. It takes all of the power out of the thing you can’t control (circumstance) and places it squarely in that thing which you can (attitude). We can allow ourselves to be victims or circumstance or warriors of attitude. The choice is there every day for the making.

Today I want to encourage you to place more emphasis on attitude than circumstance. I am not saying denial or rose colored glasses. I am saying attitude and perspective. There is nothing you can do about things you can’t control except exert a positive influence on it using those things that you can. I am not saying easy or necessarily fun. I am saying beneficial and totally worth it.

You Just Can’t Plan for That

I got word last week that a local nonprofit working with at risk youth ran into some difficulty - or rather, difficulty ran into them.

Preparing for a youth album release party and raising money a trip to Washington DC in July to compete in the Brave New Voices International Youth Poetry Slam, All Walks of Life (AWOL) ended up in the rain. Then they ended up staring down a tornado. Seriously, you can’t plan for that.

While everyone was ok and that’s the important thing, everything that was meant to raise money for this organization was destroyed. If you can help, please do. You can find more information by calling AWOL at 912.341.8306.

I want to thank you for your efforts with the Teen Article on Elizabeth. I was so impressed on how well written the article portrayed her and Girl Scouting. We have received several positive calls on the article. We all feel very honored that such a beautiful article was written. Hopefully, this will spark other girls in Scouting to stay in through Middle and High School. Thanks so much.

Regina
Richmond Hill, GA

Tagglesnooth has been an outsourcing blessing to my business and its bottom line. By having Tagglesnooth redesign the logo, write ad copy, design postcard and email marketing pieces and take care of newsletter needs from start to finish, I am better able to focus on the needs of my customers and developing my business. The staff is creative, conscientious, patient, talented and has an uncanny ability to anticipate, as well as, fulfill my business needs. I would recommend Tagglesnooth without a moment of hesitation.

Melissa Silva
Alchemy

I can’t thank April enough for the contributions she made to the Moving Wall debut in Richmond Hill. More than 15,000 visitors braved the blistering hot Georgia sun, to this small town event. I was at complete ease leaving the public relations matters with her. Her dedication was amazing. She was instrumental in advertising our event. Because I had complete confidence in her work I was able to focus my attention on other matters. She truly has all the right connections in coastal Georgia. I look forward to our next project together…because I’m sure she’ll step up to the plate when help is needed.

Jan Bass
Richmond Hill, GA

So, we start with the basics - what is Marketing?

Marketing is the art of working with the 5 Ps (sure, there used to be 4 and some will still say there are - there aren’t, it’s 5) to put clients with companies and keep them there for mutually beneficial relationships. Yeah, I said mutually beneficial. Look up the traditional marketing idea and the benefit is reserved for the company. Not in my world. Businesses that fit with the Tagglesnooth model are as much about their clients as they are their business. That’s why they are great.

Back to the Ps. What are they?

• Product
• Price
• Place
• Promotion
• People

See why I insist there are 5? Would you dare leave that last one off? Yeah, me neither.

So, that’s the groundwork and a bit of a teaser in what you’ll find here. This web page is a bit unique. The content is always growing. Interaction with you is welcomed and encouraged. Updates can be delivered to your inbox. There is a person on the other end of the line.

We look forward to growing, learning and working with you.