Not too exciting, is it?
I pulled into the gravel parking lot of my swimming pool company this morning and an unexpected thought came to mind— “Geez this place is pretty ugly.”
I know, sounds rather rough, doesn’t it? But it’s true. It’s such a plain metal building. No glitz. No pomp. And if you were to drive by it, you probably would not even give it a glance. And you certainly wouldn’t know it was the home of the most popular swimming pool website in the world…….
Good-Bye Pretty Buildings, Hello Smart Marketing
As many of you know, about 3 years ago I completely changed my shift and focus as a business owner. Instead of solely relying on antiquated marketing principles to generate business, I did a 180 and embraced content and inbound marketing. This was easily one of the smartest decisions I’ve ever made, but it also coincided perfectly with another major shift in my thinking as well.
You see, I used to equate the success of my business with the image people saw on the outside. This image was derived, at least in my mind, from retail stores. There was a time when I honestly thought that if I had really nice stores, this would naturally lead to more profitability and sales. This is also what I was taught when I entered the industry in 2001, which explains why just a few years ago I had one of the nicest retail stores in all of Virginia for swimming pools, offering a full line of game room equipment, pool tables, tanning beds, hot tubs, and much more.
From the outside, the place made quite the impression, but from the inside, it practically crippled the company. Not only did it require huge time, employees, and management to operate such a facility, but it also was, at best, a break-even financially.
Accepting Reality
After having been in this location from 2006-2009, my business partners and I realized a couple of important realities.
1. Our website, not our stores, created the consumer perception of our company’s brand.
2. Old-school retail, in many industries including ours, was a dying business model.
With this realization, we ‘sold the mills’ and got rid of all retail. We also took all of the energies we had been spending on the frivolous minutia of running the store to producing a website that would generate leads and sales through content– and lots of it.
And boy did the strategy pay of in spades.
Customers Don’t Care About Your ‘Stuff’
My pool company has gotten more leads in the past month than at any other time in our history. These leads have translated into sales– LOTS of sales. And do you know how many people have commented or asked about our buildings/offices/retail stores?
If you answered ZERO, you were right.
At the same time though, guess how many of these clients have talked about our company’s website– and the feeling, or ‘perception’, they got from all of the information they found therein?
If you answered ALL of them, you’re right again.
Switching gears for a second, most of you know that I do a lot of web coaching, speaking, traveling, and consulting these days for other businesses, some of which are multi-million dollar companies. I don’t mention this to brag, as it’s nothing special, but I just want to stress this critical point again:
How many clients have asked me about where I run my business from or what my office looks like?
Again, you already know the answer. None of them.
They don’t care that I work out of my home. They don’t care that when I’m talking to them on the phone, I’m likely wearing a t-shirt with my bare feet propped up on the desk.
Nope, all they care about is what they see on that dang screen….
Perception Based on the Digital Realm
We live in a time folks where the perception others will have of us has nothing to do with ‘stuff’. It’s has nothing really to do with what they see in the real world, but everything they perceive from the digital realm.
So if you, as a business owner and entrepreneur, truly want to taste success, start thinking day and night about your digital brand and perception. How do you come across to others online? Are you viewed as a thought leader? Do you have a community that further validates your ‘expert’ claims? Are you producing the content that’s required to be a mover and a shaker in your industry or niche?
These questions and many others just like them need to be clearly understood if you want to be successful. And it’s not a one-time thing either. It’s a subject of utmost importance until the day your business and brand no longer exist.
Let–It–Go
My point? If there is anything distracting you and your business from online greatness, drop it. Just let it go. I’ve been asked many times why I let go of my swimming pool stores. Many people thought it was a dumb idea and would hurt my image. But what they don’t understand is I know who I am, and I know how my customers make their judgements about me, and it sure as heck isn’t based upon those yellow metal walls. Nope, it’s all about the little digits on the screen, and when it comes to that screen, I’m going to make sure the impression is a lasting one.
Your Turn:
How has your branding shifted now that we’re in the digital age? And what are you doing with your blog/website/etc to improve the perceptions others have of you? Finally, what do you find is the biggest struggle with this online branding process?
As I’ve stated before, whether you’ve commented here 100 or 0 times, you’re always invited to share your thoughts and submit your questions below or in private on the contact form.
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I filed in, took my seat,…
{ 70 comments… read them below or add one }
Hi Marcus,
Are you sitting in your tshirt with your bare feet propped up on your desk as you read your comments?
I like that your story takes a happy, less stressful, more successful turn. It takes great perception to realize doing things the way they’ve always been done ins’t working any more. Kudos!
My kids cooking newsletter started out as a print newsletter and I put up a website for it just as a spot where people could check it out online. Boy did I have that wrong and when I finally figured it out, I turned it into a digital newsletter and beefed up the website to include lots of recipes and my articles. Now the newsletter is an ebook and I make income on that site from the ebook and ad revenue.
Thanks for your insights. I will be looking around me for what I can let go next.
Peggy
Peggy Baron´s last [type] ..Google Analytics – Discover and Do
You’re so awesome Peggy, and I really appreciate you getting the party here started
You brought up such a great point above- proper online marketing is much, much less stress for most business, or at least it should be. It’s so nice that I don’t have the mountain of worries I had before with my business, and it’s still getting better and better and better.
Also, I love your story about the cooking site. I didn’t know you had that, but it’s pretty darn cool.
Have a wonderful weekend Peggy. Thanks so much for all your support.
Marcus
C’mon Marcus, give me something meaty to chew on, something I can really disagree with!
I actually think that websites are a much subtler projection than you’ve stated – I think potential customers are actually looking for a website experience that reflects THEIR reality. It’s human nature to be tribal and congregate with people who are like them. So that’s what I think people are looking for in a website – especially if they are potential customers – they’re looking for things on your website that make them feel like they’re at ‘home.’
For example on The Sales Lion you’ve got the pictures of your family – if you look at the people who comment here they are all broadly a similar demographic, maybe 30 plus, with families of their own. For sure there are some folk who fall outside this range – but I don’t see any of the ‘Viper Chill’ generation commenting here. You know, the guys and gals who are 18 to 24 and are trying to tear it up on the ol’ Interwebz. (Also, a lot of that generation start with a ‘get rich quick’ mindset – which is the very antithesis of what goes down here – so the hard work ethic that you promote would be a turn off for those folk).
Just some thoughts….
paul wolfe´s last [type] ..Ask The Readers – How To Improve Your Opt-In Rate
Uh oh. I feel lost now.
I’m going to be 26 in August. I don’t have a family. I’m trying to tear up the ol’ Interwebz but definitely don’t look at it as a get-rich-quick scheme.
I think I’m having an identity crisis right now
Eugene´s last [type] ..Untrustworthy Ministers- Social Proof and Selling
LOL!
Eugene – I wouldn’t class you as part of the Viperchill generation. Although that’s probably the wrong description as Glenn actually works pretty hard…but hopefully you get the point I made.
And it WAS a generalization. But as a generalization it holds up….
Paul
paul wolfe´s last [type] ..Ask The Readers – How To Improve Your Opt-In Rate
I’ll take that as a compliment, thanks
.
And I do know what you’re saying. Glenn definitely works hard, you don’t get the kind of results he has without doing so. But many people do think that it’s easy to get overnight success just by connecting to the internet.
Then again, many people don’t see the importance of connecting at all.
There is a happy medium in there somewhere.
Eugene´s last [type] ..Untrustworthy Ministers- Social Proof and Selling
Haha Eugene, you’re a blast man.
Thanks for being such a sport bud!
Paul, it’s so funny you brought up the ‘viperchill’ crowd. I greatly respect Glen, and I think the guy writes some pretty cool stuff, but it’s true that a huge portion of his crowd are living in an odd fantasy land, at least in my opinion. This is by no means Glen’s fault, but it’s just a biproduct of his huge success. (talk about a huge and controversial blog article in the making there
)
But what you said about feeling at home is absolutely spot-on, and it’s also what I want people to feel when they come by.
Your support rocks Paul, can’t wait to skype Tuesday.
Marcus
Hi Marcus!
The subject of interior vs. exterior appearances has always been fascinating to me. I’ve often noted that the times in my life where I was trying hard to keep up appearances were always the times when the turmoil was at a boiling point and something really drastic needed to change.
You’re right in calling the reliance on appearances “old school” – I definitely think it’s a generational thing and those who are not mired in what a traditionally successful business is supposed to look like, they are the ones who will do well with this digital shift.
It’s frightening for some people to let go of the old ideas about how business should be done because now, instead of the safe status quo and reliable rules, there’s uncertainty and self-reliance. Like I mentioned to Srini earlier today, people just don’t want to give up their “water-cooler” mentality.
But running a virtual business takes a certain reliance on inner qualities of patience, resilience and the willingness to keep learning new skills quickly, because, of course, things can change at a fast pace in cyberspace.
So this is where we have to tread, it’s the future. And if we’re smart we’ll soak up as much knowledge and learning as we can right now and position ourselves for the digital age, instead of being dragged into it kicking and screaming…or worse yet, left behind altogether.
Just a quick thought.. the perception of a ‘virtual’ business. What you do, what Marcus does is very real. I wonder if it’s not more accurate to call it an online or digital business, or does that matter? Like you said.. with those mired on old ways, who haven’t embraced the digital shift. Just typing out loud.
Davina K. Brewer´s last [type] ..Twitter Rules- Revisited
Great question Davina. I don’t think it matters anymore as so many businesses are on the web in one fashion or another. Even with “older” business people I haven’t been asked about my office location. Perhaps having an actual mailing address on my website covers that for them.
Robert Dempsey´s last [type] ..Free eBook- Definitive Guide To Twitter For Business
Agree it’s becoming less of an issue. It’s a word-choice thing with me, a la the ‘in real life’ expression I don’t like as online is real-life too. Certain words have connotations, the perceptions of a ‘consultant’ or ‘independent’ or ‘freelancer’ are different to some audiences. Again, just thinking. Enjoy your weekend.
It’s funny – when I first started working from home 5 years ago, people were always curious about the logistics of my workday and how I balanced kids with work, household chores etc. These days, I rarely get those questions – instead I find many more people who can share tips with me, as they are also working “virtually”.
Times have indeed already changed.
Tisha | tMedia´s last [type] ..Call & Learn Teleclass on Creating Successful Podcasts & Videos
And also…TWO comments and no acronyms Davina?!! What’s up with that? I don’t want things to change that much!
Tisha | tMedia´s last [type] ..Call & Learn Teleclass on Creating Successful Podcasts & Videos
Don’t you just love it— what was an oddity yesterday is commonplace today…such is the world we live in, and it’s neat that you’ve experienced both sides of it Tisha.
This was a great thought Tisha. The phrase ‘kicking and screaming’ is something we’re seeing all over the world, in every industry, and it’s also why the younger generation is crushing the older one in certain areas—they’re willing to embrace instead of ignore.
Again, this was awesome Tisha, and I absolutely love your perspective.
Thanks so much for the comment and support.
Marcus
Branding better be consistent with who you are and what you want or you will be unhappily putting in a lot of hours and not achieving the type of success you desire. I think you are somewhat of an early adapter and appreciate the potential of the internet and are transitioning from a life that’s more than just selling swimming pools. Good luck.
Riley
Riley Harrison´s last [type] ..YOU POOR THING- NO WONDER LIFE IS SO DIFFICULT
Thanks Riley, I really do appreciate that.
You are right sir. I’m very much moving on. The last 10 years as a pool guy was nice, but I feel such a strong tug towards what I’m doing here on this site that it’s hard to explain….but I know I’m now on the way.
Appreciate your support Riley.
Marcus
Marcus,
Brilliant as always. AS you probably remember from my Blogworld speech said we should be amplifying our competitive advantage. Fortunately the web technology at our disposal has given us exactly that. One thing I try to emphasize to MBA students is why a resume is a terrible way to find a job or any kind of work for that matter. For me this age of digital branding has completely done away with my resume. As a result of using a blog, I’ve been able to showcase my true strengths and give an a honest picture of who I am to any employer as opposed to a page filled with keywords and bullet points.
I think the biggest struggle is to continually outdo the thing you’ve done before. IF you write something that people love, the next day you’re like “damn it, now I need to write something better.” You just keep setting higher standards for yourself. BTW that building is really ugly
.
-SRini
Srinivas Rao´s last [type] ..8 Qualities Entrepreneurs Seem to Have In Common
Definitely agreed…ugly bldg of the year award for sure!
Tisha | tMedia´s last [type] ..Call & Learn Teleclass on Creating Successful Podcasts & Videos
Hahaha Srini
Yes, it is ugly, no doubt about it brother.
I loved your point about doing well and then feeling the need to ‘outdo’ yourself with the next article, video, etc. It’s easy to fall in this trap, and I’m trying to get used to the idea that certain articles, although they may not seem ‘successful on the outside’, are very, very strong on the inside, and can easily be the ones to bring the most success, profits, etc.
And yes, a ‘resume’ is going to be something we discuss in the future like it was an 8-track. Well said bro.
Marcus
Perception is everything; and yet, nothing.
We can have the glitziest exterior and be drab behind the scenes; or we can have drab on the outside and be creative as hell on the inside.
I remember working with a bunch of guys a few years back, and we all wore tees and jeans to work. To look at us, you’d think we were labourers or manual workers. Yet we were dealing with companies whose budget for campaigns was never any less than six figures.
So yeah – funny how we often let perception cloud us, mate.
Solid stuff as usual – have a great weekend!
Danny Brown´s last [type] ..When Sheep Tell the Shepherd to Flock Off
Nothing like the blue jeans and Ts, ehh Danny boy?
Great example man, and thanks for all your support.
Marcus
ps–loved that sheep article btw!!
Great post, Marcus! My husband and his brothers went totally online with the family jewelry business back in the late 90s. From our extremely remote location, the ability to conduct business on the internet was a godsend. Prior to that, it was hike everything out a mile+, drive a minimum of about an hour on a twisty dirt road and two-lane highway, set up at some event and suffer a variety of weather (usually high heat or rain) just to reach a handful of potential customers and make a few sales if they were lucky.
Now we’ve got customers from all over the US and Europe, mostly clamoring for our miniature rock climbing jewelry. It’s still a 50 mile RT to the PO (seems much longer in winter when we have snow up to our hips!) but we’re shipping out orders each trip rather than just hoping for sales. And no, our customers don’t care how we dress or what our place looks like. Well, other than the extreme kayakers that come down the class 5 running past the house, maybe – they often stop by for a few minutes to relax and chat before continuing on and seem to enjoy the view.
As for me, how else would I find folks needing a custom memorial quilt?
Such a GREAT example Crystal!!! Thank you!!
I used to do the ‘shows’ as well. Boy were those a pain! All the travel, time, up and down sales, it was crazy. And good for you all for having embraced the online method on the front end, versus watching all your competitors to it first.
Continued success Crystal, thrilled you stopped in to share.
Marcus
I think brick-and-mortar business people are struggling with the changing needs and wants of their customers. The retail model where a customer comes to a store and buys something is no longer valid in many industries (like yours). Today, a customer might use a retail location simply to see a product in person, only to leave and purchase it online, probably from someone else. It doesn’t make sense to spend money on something that no longer brings a return.
Most customers today are more willing to make purchases based on personal recommendations, usually online, without ever seeing the product in person. They rely on trusted relationships and valuable information to make decisions. Therefore, it’s more important than ever to adapt to this new model (like you did) and focus on creating an online brand that establishes trust and confirms a high level of industry expertise.
Thanks for sharing Marcus. Hope you have a great Father’s Day weekend!
Marianne Worley´s last [type] ..The Day My Dad Didn’t Make it Home From Work
I think that you are exactly right. I don’t want to go to a store unless I need to ‘touch/feel/experience the product I am interested in.
Give me an online experience that answers my questions and provides confidence in a vendor and I am a happy man.
Jack @ TheJackB´s last [type] ..Why Is Daddy Crying
I think you’re speaking there for what will soon be, if not already, the majority Jack….well put.
Marianne, you’ve really summed up the issues with retail nicely, as I absolutely went through those problems you discussed here. In fact, there are two major problems that regular retailers face:
1. Consumers can just buy it online, usually for less, and not have to travel to do it.
2. Big Box stores like Walmart are also killing retailers.
Combine the two, and that spells disaster for businesses that aren’t willing to make a change.
Thanks so much for taking the time to comment Marianne, and I hope you have a wonderful weekend as well.
Marcus
It was very interesting to read about how you adapted your business to the dramatically-changing world we live in. I enjoyed it. It’s funny you wrote about perception and business, because I JUST wrote a guest post for another blog on the same topic.
As a recent graduate (last year), I have been completely frustrated with a resume’s inability to represent who I am. You just can’t communicate everything on one sheet of paper. Now that I have a blog, I hope that it can represent me like Srinivas was saying.
Stephen Guise´s last [type] ..Why The Most Successful People Work Hard Even After They’ve “Made It”
Stephen, a huge welcome to you sir, I’m so glad you’ve stopped in
First let me say that the fact that you’ve started a blog, and are not relying on your ‘resume’ to represent you, is awesome. If you can keep up your work on the blog, come what may, it will drastically change your life for the better over the next few years, I can assure you that.
I do hope you continue to come by the site here Stephen. It’s a great community, and the people here are always willing to help, as you will surely find.
Continued success and prosperity–
Marcus
As always Marcus, you have a great way of bringing the YOU into a post and sharing that experience in a way readers can relate to, appreciate. The other day in the SoloPR chat, we were talking about what to wear to work: for meetings and Skype conference calls we all dress appropriately. Day to day: some still ‘dress’ as it makes them feel more professional on the inside if they’re ready for business on the outside; and others might have matching PJs (that was my joke), as like Danny said, the tees and jeans aren’t the issue.
The website IS the location, not just an online brochure (Gini Dietrich was talking about that no too long ago).. it sets the tone for the digital perception. And I like what Paul said about projection, the website being what the readers perceives for their reality. A blog reader may want the homey, personal feel; an e-commerce site needs to project security, efficiency, have that ease of buying.
Hmm.. things to let go. We’ve all got our hang-ups, what holds us back on the inside and out. You can’t control what others think or do.. but you can control what you project, what you share and how you present yourself. Still thinking… FWIW.
Davina K. Brewer´s last [type] ..Twitter Rules- Revisited
I appreciate those kind words Davina. I write from personal experience, by I hope it never feels like ‘me, me, me’, if you know what I mean. I see some bloggers with that style and it makes me want to barf. The only problem with my style though is that I bet never run out of experiences, otherwise I’m up a serious creek.:-)
Hope you’re having a great weekend Davina.
Marcus
It just goes to show that your business has more than one shop window Marcus. In this digital age it’s no longer enough to have a website you need a 3d presence connecting, helping, sharing, offering and putting more of ‘yourself’, the human inside, into promoting what you do. We buy from those we trust and the Internet has allowed more trusted relationships of value to develop that results in business of value to follow. It’s actually putting people first again and I love that!! Great story Marcus, even thought provoking message.
John Sherry´s last [type] ..Not Everything In Life Has To Be An Upgrade
Hey John, I always love it when you stop by, and I appreciate the kind words.
Yes, there needs to be a third element to all of this—the personal side to things. The stuff that ‘feelings’ are derived from. Anyone that can meet that, and make the connection, is off to the races.
Cheers JS!
Marcus
I’m on my third business and all have been 100% run online – I’ve never had an office that wasn’t a room or area of my house. I’ve consulted with huge companies too and none have ever asked about my office. I’ve gotten every client based on my image and reputation. So a huge +1 to this post.
The biggest struggle I see many have when it comes to online branding is ensuring that the branding speaks directly to their ideal customer. As an example, many times a business owner will choose designs that they like rather than ones their customers will like. Something that can help bring the two in line is bringing in an outside opinion to tell if we’re on track or not. Then it’s a matter of making the changes. In the short and long runs it pays off immensely.
Robert Dempsey´s last [type] ..Empathy in Marketing- The Hidden Key To Success
3 businesses, all online—that’s awesome Robert. And considering where you’re currently living, you’re the prime example of this article in action.
I like what you said about ‘ideal’ customers. I think we see this mistake a lot. Heck, I see bloggers make it lot because they’re trying to build community, but the community they’re building are just friends, and not clients. I don’t know about you, but clients are pretty important
As always, good stuff Robert, I appreciate it.
Marcus
Hi Marcus, I work from my ‘home office’ all the time. I should probably add that this includes my kitchen, living room, garden and occasionaly bedroom lol.
It’s one of the things I like about inbound marketing, it’s about the content/value you provide. Brings it down to the essence.
I try to make my blog look professional and personal at the same time. You were so kind to send me some personal branding tips (like showin myself more) and I’m incredibly grateful for that, it’s been a huge help, so thanks!
Wim
Wim @ Sales Sells´s last [type] ..The Real Reason Why Your Customers Are Leaving
Sweet Wim, I’m so glad the tips helped a little. And just think, you’re only at the tip of the iceberg brother, it’s only going to get better and better and better.
Inbound marketing is changing the world. It works. And I’m dang grateful for it.
Continued success my friend,
Marcus
Hey Marcus – nice to get a pic of the pool shop!
I’m keen on the importance of branding – and how it drives perceptions. Only a few weeks ago, the perception that one may have of me has changed drastically because of the way I dress (in the realm of a work day). In my new job, I don’t have to wear suits and ties any longer. When I step in the elevator, people rarely spark up conversation (or are willing to continue conversation) with me like before because I have on casual clothes. Little do they know that I may be at a similar level as them in terms of business.
I’m a believer that one has the ability to detour misconceptions (to a degree) by being aware of their presentation to the world. In a day and age where branding is so important, we have to pay a considerable amount of attention to what we display. No matter what we’re branded…so it makes sense to take ownership and carry the brand in the light that best represents you, rather than allowing others to base it off of possible misconceptions.
Everything is moving to the digital space, and to be honest – it’s almost more important to spend time and effort developing the brand online than offline because:
-the numbers…you can touch more people online than offline.
-people now utilize the internet to gauge one’s brand – to validate social proof.
-it costs a fraction of the price, offering the ability to be as unique and creative as possible.
…and the list continues.
The biggest struggle I see with online branding is that some people may feel tempted to inaccurately portray themselves or their business, because of the ease. This is where social proof comes into play, but even that can be falsified as well (to a degree). I guess that point is kind of mute – because it happens offline as well.
Great stuff on this one Marcus.
Have a great weekend man – let’s chat next week.
PEACE
Jk Allen´s last [type] ..Being the Standard and Creating a Lasting Impression
Haha JK, glad you liked the ‘ol pool shop. But hey, she gets the job done, that’s for sure.
I loved this statement you made:
so it makes sense to take ownership and carry the brand in the light that best represents you, rather than allowing others to base it off of possible misconceptions.
Boy do we all see this a lot. Heck, it’s prevalent online as well. Bloggers trying to mimic and be like other bloggers–but such models never last, and are short-lived.
Speaking of falsifying social proofs, considering you can pay someone $5 on fiverr to do a fake customer testimonial, yeah, things are pretty bad these days.
talk soon bro,
Marcus
Yes it does seem that appearance is everything these days! I’ve been looking for a new violin teacher recently and I have to say, if their website looks a bit shabby I instantly start looking elsewhere!
Harriet´s last [type] ..Mobile Phone Exchange
Yep, you said it Harriet, the new storefront is the image and feeling you get from the website…and yet, many still don’t do anything about it….kinda crazy.
Good to see you, as always,
Marcus
Great post Marcus.
As Danny mentioned it previously perception is everything and can mean nothing at the same time.
I had that thinking a while ago. Digital can be priceless if you achieve to maintain a high marketable environment towards a flat screen but it can be very pernicious as well if you don’t recognize the strong skills digital branding can bring to you.
The thing is too many doesn’t really understand the meanings of their steps on the digital media, and it’s a loss. They should think about it twice.
Yael Rozencwajg´s last [type] ..Shhh… Market in Progress
Hey Yael! Have I told you that you’ve got one of the happiest avatars on the internet? If not, you do, and I always appreciate you coming by and sharing your thoughts.
Have a wonderful week Yael and keep up the great work on your blog.
Marcus
Thank you so much Marcus for your kind words.
(I have that chance to be surrounded by great people!)
It means a lot to me
Yael Rozencwajg´s last [type] ..The very furious misunderstanding of social utility
One of my favorite things is when I am reading something and both utterly agree and fundamentally disagree with the exact same idea (as you can guess it is both strange and loud in my head).
You could not be more right. The impression we make online is so undervalued compared to the in-store. It is often the impression that will drive someone through your doors and should be on par if not better than what you see when you finally walk through the doors.
That said (for now) in my world of jewelry where there is still a consumer who wants a true in-store experiences. For many consumers (especially the older ones seeking higher ticket items), it is important to know that with their major investment, that there is a certain caliber of store that will stand behind the purchase. This is likely to evolve as jewelry tends to be behind the times, but there is still an opportunity here to bring the same level of store service and experience to their site (which is often very poor).
For me It isn’t really a matter of the store or the site, it’s more about making sure that all aspects of the experience match the expectations you are trying to set.
Michael Schechter´s last [type] ..Quick Quotes Weekly The Worth It Edition
I was going to say the same thing Michael, thanks for coming here first.
Yes our online impression matters, a lot. But in the end it’s only a reflection. A mirror of who we are and what we do offline.
By the same token there are many businesses which still need a shopfront, if you sell goods in retail, just like your jewelry business. There will always be a space for brick and mortar businesses.
Love this last quote Michael, the location doesn’t matter it’s all about the experience.
john Falchetto´s last [type] ..Do small business owners really need social media
Michael, great seeing you again man. I do understand what you’re saying, no question, and by no means do I think retail is ‘dead’ (I hate the overuse of that word for effect online), but it is dying in certain industries.
Speaking of jewelry, I’d love to see someone who is truly amazing at inbound marketing learn to create the jewelry ‘experience’ on their site to sell better. Heck, the stupid home shopping network did this for years, yet many jewelry stores don’t apply those principles to their sites. Plus they suck at content production. It’s honestly one of my goals to consult with a jewelry store in the next year, I think that field is perfect for the inbound/web 2.0 opportunity. (just thinking outloud here
)
Thanks again for the thought provoking comment Michael, cheers brother—
Marcus
I love the idea of this post, and I agree with Michael/John that in many industries the store front still matters. But in the ones where it really doesn’t, it’s the people like Marcus who slash fixed costs and have a quality web presence that will be the most competitive.
If you are selling high end jewelry or haircuts, the in-store experience is still pretty important, but I think we always have to focus on an excellent web presence. In today’s times, people may not make it to your store if your web site does not represent you well.
Adam Toporek´s last [type] ..The Number 1 Risk to Your Business’ Facebook Fan Page
Great points Adam, and I’m so glad you chimed in with additional thoughts.
You’re right, if one’s website stinks, a customer may never make it to the store at all, no matter how wonderful the store may be.
But, I really do think that even industries like jewelry stores have yet to take advantage of the complete web experience, and envision as something that is even greater than the store experience. Difficult? Yes. Possible? In my opinion, absolutely.
Thanks for all Adam!!
Marcus
Hi Big Fella
Ugly!
Visually that place resembles Louis Armstrong’s voice. LOL
“Our website, not our stores, created the consumer perception of our company’s brand.”
Go no further.
I tell people every day that their business must have a website and not one that their brother in law has put together.
It has to look like a million dollars.
(am I beginning to sound American Marcus?)
Next time, I’ll point them in the direction of this post.
Have a good one.
Keith Davis´s last [type] ..The Coolest Voice on the Internet
At least you have that one window, Marcus.
I remember listening to an interview Andre Agassi gave last year when he was promoting his book, Open.
He talked about how he had bought into the Canon tag line that made him so much money, “Image is everything.” From the outside looking in he was on top of the tennis world, making lots of money, and married to Brooke Shields. He was miserable, though. Keeping up the image cost him everything held dear.
It was when he decided to shave off that flowing long hair, and just focus on playing the game of tennis that he found joy again. I see this a lot with small business owners. They try to project this image that’s just not a true reflection of their company, and they spend too much time and effort trying to maintain it rather than focusing on what really makes them great.
I was guilty of this when I opened my first business, too. Now, I don’t give it much thought. I’ve never regretted the day I decided to quit pretending to be what I wanted my business to be and started becoming it instead.
Brad Harmon @ Big Feet Marketing´s last [type] ..Using Your Blog to Train Employees and Reinforce Your Brand
As always another good post.
The hardest thing has been getting notice. Tire of hearing what a great website I have or how “I love your website!” .. would like to see it in the subscription numbers and number of comments..
Also hard is getting across my personality in person online. Because the one in person (not to toot my own horn) was revered and had a huge following.
Marcus, you have me thinking once again!
cheers,
Rajka
Hi Buddy,
Awesome post as usual. I have to say I disagree with the statement that traditional brick and mortar retail is a dying model.
There will always be shops we walk into to buy stuff. In my previous business we did a lot of outdoor training and I observed two things.
One the client wanted to see our training facilities and two you are right the office and where you actually do the work doesn’t matter. It could be the back of a coffee shop.
So if part of the experience you sell requires a physical location, then yes having a great location matters. I always did training for companies on their site, it saves them money to use one person instead of moving a whole group around.
But sometimes you get clients who wants to move off-site.
For them the coaching becomes an entire experience with different activities combined into it. From a weekend retreat to week long training, the location really matters then.
In 2007 I had to fly 60 people from Dubai to Northern Ontario because they wanted a specific location to train and be coached in. Mostly they wanted access to whitewater which doesn’t exist in the deserts of the UAE. So for them the location mattered.
When we sell services online like coaching or even in person like speaking. You are right the location doesn’t matter. But when the location becomes part of the experience we are selling, then absolutely you need a wow location.
Regarding online branding, it’s mostly about discovering who we really are and how we can help others. Once that gets nailed down, the rest is easy.
I see a lot of people confuse online branding as “this is how I want to appear” as opposed to ‘this is who I am’.
john Falchetto´s last [type] ..Do small business owners really need social media
Hi Marcus!
I so appreciate this article because it’s very timely for us (see you’ve done it again!
). I’ve been working from a home office for over 7 years and it was an issue to a degree with my book/toy business as we did grow; however, we had warehousing and such and much was done overseas so as long as certain things were covered it eased people’s minds.
Since this business, we definitely don’t have to worry about the exteriors; however, we’re still diligently working on our online presence, which seems a bit off right now. We’re long overdue re-introducing, re-launching the updates to make our site much more relevant and direct to our niche (which only recently our niche seemed to have found us). The questions you ask in Perception Based on the Digital Realm are vital for any business owner/entrepreneur to ask and I’m grateful for you being specific – this really helps!
I do believe in certain arenas right now our lack of niche focus on our site it’s a detriment. Interesting though, our clientele just want to see samples of our work online and oddly, many don’t directly come to our site that we call on. We, of course, are trying to get online traffic and then this is definitely an issue … ugh, learning as we go and grow.
You have motivated me about 1000% to get this complete this weekend God-willing! I feel excited too because I know it will feel like we moved into new “digs” and who we are will clearly be defined!
Thanks so much Marcus – you make good, clear sense and I’ve come to rely on that from you!
Have a super, safe weekend!
Much kindness,
Elena
Elena Patrice´s last [type] ..Video- Let’s Celebrate Triberr!
This was so kind of you Elena, and I had no idea you were in this type of online business. If you’re looking for an observer’s opinion, I’d be happy to take a look at the site for you and offer any suggestions. As you know, I’m on the road a lot and it’s always fun to chat with great people. Anyway, the offer is there if you ever need it, good luck with the site revamp, I’m sure it will pay big dividends.
Have a wonderful week Elena!!!
Marcus
G’Day Marcus,
Some clever dude-I’m learning- I can’t remember who, once said,”perception is the only reality.” And he meant the other bloke’s.
For instance , some readers will see what I just wrote as sexist because I didn’t say bloke or sheila. In Oz, by the way, blokes are blokes and women are sheilas. Anyway……..
When I first became a Training Officer a couple of lifetimes ago, my boss used to preach in our “Basic Supervision” program, “the opinions that people hold are facts to them”
Since the Mavs beat the Heat, all the Le Bron deniers are absolutely delighted. He could win MVP every year for the next decade. They’d still say, “Yair but remember the 2011 playoffs when the Mavs collared him.”
Perception is really fascinating. But if we’re gunna sell stuff, we’d better learn all we possibly can about it. To quote David Ogilvy, “The consumer is not a moron. She is your wife.”
Whoops! There I go again being sexist.
Australian men are really sexist y’know.
“Marketing isn’t everything but everything is marketing.” Like it? It’s yours.
Regards
Leon
leon Noone´s last [type] ..Staff Performance- 5 Questions For Motivation Magic
Uh Mr Sheridan, my name is Bob from the Podunk, Va Chamber of Commerce beautification committee and would like to discuss your plans to upgrade for this location. Also, the economic development committee is very disappointed you downsized and let people go. I mean really, what does your family or food have to do with these decisions?
Just like everything else, one size does not fit all. John made a good point above some people do expect a brick and mortar location and it could have an impact on what you are trying to accomplish with your business.
Having said that, albeit painfully you have found your business model and what works for you and your industry. Most people ride that dying horse all the way to the ground; you were smart enough to figure it out. Good for you.
Hope all is well and you are still on track with your mission. Take care.
Bill Dorman´s last [type] ..Do I know you
Bill, you kill me brother, absolutely kill me.
And yeah, she’s ugly, it’s true!
Love your analogy of the dying horse. Good grief I see this again and again and again. At this point, I can spot the horse from miles, and I often tell other business owners that they’re riding it, but alas……
Thanks for the constant smiles and great thoughts BD.
Marcus
As much as I like seeing businesses going online to attract more business, I don’t think it works for everyone. It really depends both on your business and your location. A pool store in my home town of Whitehorse, Yukon would most likely fail if it closed its retail shop and went online only. The population there is not using the Internet as much as other areas, namely because the connections there suck.
No question James, there are some businesses that simply could not flip the ‘internet switch’ and get the results they need. But in the large majority of the cases, businesses are looking to properly adapt their old model to the digital model, which is causing many, especially in retail, to close their doors, which is really, really sad.
Anyway, it’s so great to see you James as it has been awhile, and I hope you’re well sir.
Best,
Marcus
Hi Marcus,
The more I travel through the labyrinths of internet, the more I meet people with whom I have alike ways of thinking.
I think we need to be aware of what is the thing that matters. If there are extraneous costs that do not deliver results, I think it is time to cut them. Perception in business is important but for business that have been long there things sometimes can be a little relaxed .
), popcorns and good food, they do not ever have to advertise . While it is successfully been running from last 25 years most of the hip cousins have closed down.
To give you an example , there is a pub in Bangalore a place that is not very sophisticated . The place is not very clean and sitting arrangement is clumsy. There are much much better sophisticated pubs in the city which could give this place a run for money. But you know what this not so sophisticated pub gets clientele all through out the year. Why? because it delivers on the promise of great atmosphere of great music and great food.
The fun part is that this pub uses Cassettes for DJing. That means once a cassette goes in the player, it comes out only after playing both sides . So a person can hear all songs of one band without interruption ( the way the creators of the band want it to be). Add to that not-so great beer(who cares
Hence it means that it is indeed possible to deliver superior results without having flashy offices, tonnes of marketing. Once we see something working, we need to stick to it.
Great post and thanks for sharing.
Ashvini
Ashvini´s last [type] ..Strategy to deal with abusive customers
Hello Ashvini, and welcome to the community my friend! Wow, I love you example here about the pub, it sounds like they clearly know who they are and what they can be the best at–while keeping a unique edge about their brand. One statement I really love that you said is:
If there are extraneous costs that do not deliver results, I think it is time to cut them.
Amen to that brother, if only every business owner would listen to that advice, because it’s solid stuff.
Again, thrilled you stopped by Ashvini and I do hope you’ll come back again and again.
Cheers,
Marcus
Once again Marcus, you gently stir the pot
I think due to the online situation being so overpowering and dominant, we find ourselves drawn more into the internet for our answers. This is why the ‘make-money-online’ websites do so well, because they’re perceived to provide answers for the questions that so many ask.
So to find out more about anything, we’re more likely to turn to the internet than ask someone we know, even if it’s family or friends. The internet (apparently) holds all the keys. And yet, when we search in Google or elsewhere for an answer, we’re most likely to go with the one that LOOKS the best. That looks the most professional, the most trust-worthy, the most reliable. As long as it ‘looks’ good, then there’s a chance we’ll ‘buy’ it.
So yeah, image is an important part in business, especially online – people have accepted that we’re never gonna be able to see what we buy or who we do business with ‘up close and personal’, so we just have to trust. And in whom do we trust? The one who looks the best, who has the best reviews, who looks like they won’t rip us off.
It’s a funny world at times
Stuart´s last [type] ..Value 101- Your Thoughts
A funny world it is Stu, and how right you are brother, if the thing looks good, then the buying rate goes way, way up. This is applicable to everything we see online.
Appreciate the great comment Stu, as always, you have such a way of bring huge value to the conversation.
Marcus
Hey Marcus,
It is all a question about ROI isn’t it.
I do believe though if you guys upgraded your building you might get more walkins, the question though is, would it be enough walk-ins to cover the cost of upgrading the building?
Daniel M. Wood´s last [type] ..My Life Story Part 3 – The United States
Good question Daniel, and here is the answer: We don’t want anyone coming through the front doors. You see, the more people that come through those doors, the less my staff can continue to run the day to day operations effectively– without distraction. It’s amazing how less my employee overhead is now that I eliminated retail. Heck, even local customers that could stop by the store actually go to our website first, which is further reason to focus our efforts.
Thanks for stopping by my friend, hope you have a tremendous week.
Marcus
Thought provoking post.
For me, being in a place that I want to work, is as important as the work I want to do!
Grew up as an apprentice in a trade driven world. So the comfort of defined surroundings is important.
For me, being able to bring people into that space where they can see and feel the person you are is important still.
I agree most definitely about the site being the location. That is so very true today, and I will have three of them by next summer.
Social-tango.com is my blog/voice and I am working to stay on song about the changes in our world, without being too educational. It is about presenting the conversation and getting things talking as it were.
Here in Akron I live within a 500 mile radius of 46% of North American’s including Canada of course. And as I will offer training here I want to have a site and a location that match up.
Marcus after your post about Blogworld I found that I could enjoy your material all the more.
Because you took the stand and because I too would have voted with my feet, and later my voice about the situation.
Been a bit long in my comments today, don’t often do that, but thanks for the proven insights and the chance to say a few words here.
Billy.
Billy Delaney´s last [type] ..The shape of being social- its not what you think it is!
Hey Bill, I’m so very glad you stopped in to share this, and it really sounds like you’ve got a heck of a plan that’s in the process of taking off now. I wish you the best in this endeavor.
Also, I’m grateful that you appreciated the Blog World post and it has helped you draw closer to this blog. That is what social web is all about, and it’s great to meet people that share our same values.
Thanks for all Bill,
Marcus
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