Based on a recommendation from C.C. Chapman on his Facebook Wall, I decided to buy “Candor,” a new Young Adult novel by Pam Bachorz (pronounced “bay-shores”).  Why did I decide to buy the novel?  A big part of the reason was the Candor book trailer that Pam produced.  I read a ton of books, but this was the first trailer I have seen, and it intrigued me a great deal.

So, after purchasing Candor for my Kindle (which is also linked to my daughter’s iPod Touch with the Kindle app), I decided to check out Pam’s website to see what other fun things she is doing to promote her book.  And I was blown away!

Not only does she have her amazing book trailer, but she has a ton of other great multimedia content, including a sample chapter of Candor, a media player from playlist.com with the music she listened to while writing the book, and videos from “residents” of Candor, Florida (the fictional setting of the book).  In addition, there are links to interviews, podcasts, and other goodies, and a Contest for readers (sorry… the contest is over).  Pam also explains how she made her book trailer for only $69.90!

Put all this great content together, along with a great read (I finished it last night and thought it was very good) and you get a great marketing platform for Candor, and some wonderful ideas for any local business.  When you combine a great product (Candor) with great marketing (Pam’s website), you have a recipe for success.

So, here are a few things you can borrow from Pam’s marketing:

• Offer a compelling website: Pam’s site, www.pambachorz.com, is colorful, easy to navigate, and attractive.  It also exudes a certain personality, which seems to match Pam’s excitement about Candor and her work.  As you develop your website, or work with an outside web design agency, make sure your site reflects your business’ personality and is clean and well thought out.
• Over-deliver with the content: The amount of content that Pam has managed to squeeze into her site is astounding.  Not only does she have her regular blog postings and news, but she offers videos, podcasts, sample book chapters, and music.  With very little effort, you can have video on your site (I’ll show you a simple method for getting video onto your site as soon as I can), and you certainly can include a gallery of pictures of your business AND your customers.  In addition, consider writing a report of value for your customers and offering it free on your site.
• Make it fun: Making all the videos of “residents” of Candor, FL is an extremely clever idea.  Pam is having fun with Candor, and she’s making it easy for people to get drawn into the world of Candor.  I’m sure there’s plenty of things you can have fun with around your business.  Take some time and jot down some ideas – funny stories, anecdotes, inside jokes, etc.  You can turn these ideas into videos or slideshows for little or no cost.
• Keep at it: Even though Pam’s book has been out for a while (it was released on September 22nd), she is continuing to work on her marketing.  There’s always a temptation for small businesses to do a big marketing campaign (Yellow Pages, newspaper, radio, coupon mailers) and then just stop marketing because they need to deal with the day-to-day realities of their business.  This is a BIG mistake.  Little drips here and there pile up better than one big downpour.  Think like the Energizer Bunny and keep going, and going, and going…

I wish Pam the best of luck and success with Candor, and I’m looking forward to her next novel.  And, if you have a teen or tween who likes to read, check out Candor at your local bookstore or one of the online retailers on Pam’s website.

And as always, keep your eyes out for fun, exciting, and compelling marketing.  Just because you aren’t in the same business, it doesn’t mean you can’t apply what other people are doing to your local business.  Just make it your own and have fun with it!

One of the major mistakes I see a lot of small businesses make is that they seem to be shy about sharing any news about their business, or in letting people know anything about what’s going on in their own lives.  Today, people have access to more information and more connections than at any time in our history, and you’re doing your business and yourself in injustice when you get shy about letting people know more about your business and you.

So, instead of watching TV tonight, why not sit down for 30 or 45 minutes and make a list of everything good that’s happened in your business or anything interesting that’s happened for you personally.  This could be:

• You’ve upgraded your facility or equipment.
• You took an interesting trip with your family.
• You landed a big new customer who is extremely happy.
• You’ve taken a recent class or other training.
• You put up a website or updated your existing website.
• You’ve finally created that email list for your customers.
• You just have something to say…

Being shy can be very difficult to overcome (I’ve dealt with shyness for most of my life).  But, in business, being shy gets you nowhere fast.  As my parents always said, “The greasy wheel gets the grease.”  If nobody knows about you and what’s happening with your business, then you either have to rely on foot traffic or word of mouth.  These are both great ways to get new customers, but they should only be a tiny part of your entire marketing mix.

Shouting out, if done in the right way, can bring you publicity, create excitement, and drive new revenue you never would have seen if people can’t find you.  Modesty is a wonderful character trait, but letting people know what’s going on is not boastfulness if done correctly.  If you tell the facts about your news in an interesting way (think storytelling), you are actually benefiting the community at large because someone who sees this news may need your expertise, or may know someone who needs your expertise.  Again, everyone wins!

And letting people know the personal side of your business (i.e. “You”) helps foster a stronger relationship over the long run.  In most situations, we like to be comfortable with the people we do business with.  The local grocer, the plumber who sits in the bleachers at your daughter’s volleyball game, the guy who puts in invisible dog fences who likes the same band as you… these are people who you can bond with.  You may not be best friends, but getting to know more about you will help move the sales cycle down the right path.

So next time you find yourself telling a family member or close friend about something interesting that happened on the job today, or the fun family activity you enjoyed this weekend, think about how that might help you in your business.  Put it on your website.  Write a press release.  Contact the local paper.  Tell your email list.  Every contact, and every bit of relationship building will benefit your business in the long term.

Remember… It’s a marathon and not a sprint.