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3 Things I Discovered About Marketing From My Customers

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By Chris Nosal

Over the years, going through various systems, methods, and education on marketing, I’ve come across a lot of information on the topic; much of it subject to debate, criticism, and even being completely contradictory (which made it hard for me to decide what to do, and what not to do).

However, one of the biggest things I’ve learned in marketing and working with people, is that successful marketing often comes down to just a few basic principles that, while often overlooked, make perfect sense when you think about them, but you can only learn them by listening to the people you’re serving.

But if you’re like me (and so many other marketers out there), you’ve gotten so wrapped up in trying to learn all the latest, greatest, and best “techniques” and tactics” that you were never able to see the basic reality of marketing itself.

And in this post I’d like to share with you 3 simple strategies that transformed my entire business:

1. Focus On Creating Great Products.

We know that our products and services are, ultimately, the only reason we make money, and they’re what we get paid for, yet I’m forever amazed at how many marketers take the element that is at the CORE of the success of their business, give very little time or attention to making it great for their customers, and are often content to sell mediocre products, as long as their marketing is good.

We live in the social media age, and if you want to get a good reputation, and to have a thriving business, your first priority needs to be on focusing on the core moneymaker in your business, which is your products; plain and simple, if you put great products in front of people, they will pull out their wallets.

2. Start By Building Trust.

Everywhere I look, I see hype and sensationalist claims; people shamelessly bragging and throwing hype in your face about how great their products are, and while this worked at one time, before the rise of the internet, when 4 or 5 people were doing it, and you had time to listen, now we hear this propaganda so many times a day that we just tune it out, and all these claims just blend into one big pile of noise.

If you want to stand out with your readers, start by talking about why you created your products, educating readers on the features of your product, and teaching readers how your product is going to benefit them. If you really want to stand out, build a loyal following, and get noticed, start by focusing on creating an intimate relationship with your customers.

3. Be Passionate About What You Do.

Whether it’s Mahatma Gandhi, Martin Luther King, or Steve Jobs, people get behind someone who has a VISION, because they see how that vision will benefit them, and the world, and want to see that vision fulfilled. That’s the real secret to building a lasting business that works.

When you inspire people with a vision, you give them something they can get behind and support, and instead of just pitching a product, you’re building an emotional bond with people, and connecting with them on an intimate one-on-one level, which is a THOUSAND times more powerful than just trying to convince someone to buy something they don’t already want so you can make money.

No matter what you do, you need to make sure that you’re doing something great, because once you’re gone, no matter how much money you’ve made, you can’t take the money with you, and you can’t get back the time you’ve lost once it’s gone.

Remember what I said at the beginning of this post; the people you’re SERVING.

Your job and focus in marketing is not to make money, it’s to serve people, and if you follow this formula, the money will come naturally as a result of the service you provide.

So make sure you don’t become a slave to money, and that you use your life doing something you’re passionate about that helps people.

When you follow this formula, you’ll find that not only does it make you successful, but it also provides the added benefit of helping others, giving your life real meaning, and enabling you to make the most of every moment of your life.

Remember that if you truly want to be successful in marketing or business, it starts with focusing on making the biggest possible difference you can in lives of the people you help, doing what you love with your life, and you’ll find that everything else falls into place naturally.

Author’s Bio: Chris Nosal writes about various self-help, personal development, and learn some interesting new marketing strategies at his personal blog. You can also read his blog to get more free advice, connect with Chris, or download his free marketing eBook.

Important news about Internet sales tax changes

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small business and internet sales tax changes

By Bill Fay

Small Businesses and Nexus Rules

If your business is involved in online sales and you don’t have a legal representative interpreting whether you should or should not be collecting sales tax, now would be a very good time to “lawyer up!”

Not satisfied that business owners have enough head-spinning rules to deal with on a daily basis, Congress has come up with something called the Marketplace Fairness Act (S.336). It passed through the Senate 75-24 on March 23. The vote is purely symbolic because it was non-binding and only indicates the Senate supports the legislation.

A similar bill exists in the House. Interpreting the wherefores and whereases of this legislation is going to take experienced legal skills … and some really good guesswork! More on what “might” lie ahead in a moment.

First, let’s take a look at the rules as they currently exist. They are a tad confusing, but not nearly as complicated as what may or may not be coming, based on the whims of Congress.

Right now, you must collect and remit state taxes based on your “business nexus,” a term subject to some interpretation, but which generally speaking means you sold to someone in the state where you have a physical presence. That physical presence could be your office, property you own or lease, or people you employ to do work in that state.

Court-Ordered Interpretation

That is based on a 1992 Supreme Court ruling (Quill Corp. vs. North Dakota) that said that a business had to be physically present in a state before that state could require it to collect taxes. Having customers in another state was not enough.

The Quill Corp. vs. North Dakota ruling originally involved catalog sales. Internet sales weren’t around in 1992, but once they sprang up, it was decided the same rules would apply.

When Internet sales boomed, some states created a gray area in the law by interpreting “physical presence” their own way. People realized that they could buy items online, especially large appliances, and avoid the sales tax. The $2,000 refrigerator at Amazon cost $2,000. If you bought it down at the street and added sales tax, it was $2,120. States were losing out on that $120.

That did not sit well with state governments, but there was little they could do. Twenty-four states did form a group that tried to make online retailers voluntarily collect and remit the sales taxes, but that has had very limited success. Their average collection for the period from 2005 to 2010 was a mere $30.7 million, or about $5 million a year.

E-commerce growth kept skyrocketing, but the states knew they had to wait for Congress to come up with a law that gave them business nexus over Internet transactions across state lines. It took a while, but the federal government appears to be coming through with the Marketplace Fairness Act.

New Rule is a Doozy

The MFA would allow states to force Internet retailers to collect state and local sales taxes, if they do more than $1 million in sales, and remit the money to the appropriate place, just like the brick-and-mortar stores do. States would have to implement provisions of the Streamlined Sales and Use Tax Agreement (SSUTA) or meet the minimum specifications spelled out in the SSUTA, including providing retailers with free and regularly updated software to collect and remit sales taxes.

Huh? As tangled as that is, it only gets more puzzling as you go along.

There are approximately 9,600 taxing districts across the United States, each with its own requirements for registering and filing. There also are an incredible number of definitions of what is a taxable good and what isn’t, and let’s not forget the special “tax-free holidays” some states sponsor.

Imagine trying to keep up with all that! Or, as the legislation suggests, hoping your state provides “free and regularly updated software” to do so.

This purpose behind this is a noble one. It’s aimed at leveling the playing field for brick-and-mortar stores, which complain that customers window shop merchandise in their outlets, then go home and buy the item over the Internet because they don’t have to pay sales tax.

States obviously lose money when that happens. How much do they lose? Estimates vary, with one source putting it at around $12 billion for 2013. Whatever the amount, you know no government wants to miss out on a chance to spend/waste that kind of tax money.

What’s Next?

So what should small business owners selling online do? And no, punting is not an option.

For now, all you can do is check your business nexus – i.e., Do you have a physical presence in that state? If you do, collect sales tax when you sell to customers of that state … then sit back and wait on Washington.

The good news is, given the pace of play in D.C., you should have plenty of time to find a lawyer who can effectively interpret whatever Congress ultimately produces.

Author’s Bio: Bill Fay is a staff writer for Debt.org. Bill has a wide-ranging background in reporting and writing, including for daily newspapers and magazines and also for public officials.

Six Steps to Getting the Attention of Journalists on Your Own

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By Gini Dietrich

I am a communications professional. My entire career has been spent at PR firms – first at Fleishman-Hillard in Kansas City, then Rhea & Kaiser in Chicago, and I started Arment Dietrich in April 2005.

One of the most important things I learned early in my career was how to build relationships.

It started with journalists, then moved to the executives within our office, and finally with the executives at our client’s offices.

I spent many years cultivating relationships with journalists: Getting to know their beats, understanding what they would or wouldn’t cover, and even knowing when they celebrated their birthdays so I could send a card or cupcakes or booze.

And then 2008 hit. Newspapers folded, popular magazines went under, and a lot of my friends – those I’d known for more than 10 years – lost their jobs.

Suddenly the journalists who were left had to cover automakers, small business, and manufacturing…even though small business might have been their only beat previously.

They were too busy to take phone calls or go on media tours or even sit with you for an hour to talk about what you had upcoming.

And the role of a communications professional changed, when it came to media relations.

Getting the Attention of Journalists

Almost exactly four years ago, Steve Strauss – the small business expert at USA Today – wrote an article called, “Should Entrepreneurs Twitter? Uh, No.”

I read it with great interest, mostly because I had had amazing success using Twitter to build our brand.

In it, he detailed the four reasons entrepreneurs should not use Twitter. I very thoughtfully responded on his article and pointed out the four reasons they should use it…and the other social networks, too.

Because my comment was thoughtful and professional, he called me and we talked about social media, in general. About 30 minutes into the call, he asked if we could go on record.

What came of that conversation was, “Twitter for Small Business…Reconsidered.”

Because he’s like everyone else – swamped with little to no time to listen to pitches from PR professionals – he reads the comments on his articles to see if there is anything worth revisiting or diving into more deeply.

The Response Campaign

Hence, the response campaign was born.

It’s not a very creative title, but my team and our clients know what it means: Spend the time to read and respond to journalists and they’ll eventually add you to their Rolodex of trusted resources.

Here is a step-by-step process to create this magic for yourself:

  1. Choose one newspaper, magazine, or blog that makes a difference in your industry. It can be Wall Street Journal or it can be one of your trade publications. Choose just one.
  2. Once a week, comment on one article, blog post, or editorial. If you disagree, fantastic! Say so. But do it professionally. Being negative or criticizing without a solution isn’t helpful. Professional discourse is.
  3. Keep this up.
  4. After about six weeks, the journalist will feel like he or she is beginning to know you and will call you for a story in the works.
  5. Every quarter add another publication, so you have four that you focus on each year.
  6. Don’t be afraid to go after the big publications. If your expertise adds value to the stories they’re reporting, comment away!

If you are consistent and post intelligent comments once a week, you’ll soon have developed relationships with journalists who call on you when they need someone to interview.

Yes, it takes some time. Yes, it’s hard work. Yes, it requires that you keep up with your reading. But it works 100 percent of the time. Wouldn’t you rather do that than send a news release to 1,000 journalists and not get a single bite?

Author’s Bio: Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She is the lead blogger at PR and marketing blog, Spin Sucks, co-author of Marketing In the Round, and co-host of Inside PR, a weekly podcast about communications and social media. Connect with her on Google+, Twitter, Facebook, Pinterest, Instagram, or LinkedIn.

How to Maximize Your Time at Networking Events

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By Jennifer Escalona Dunn

Networking events such as conferences and local business gatherings can often go from successful to stressful in a short period of time. You think you’re ready to tackle the evening, even arriving extra early to maximize your time, but in the end you leave empty handed, having only met a handful of people. Worse, nobody can really help you in any way.

Like everything else in business, it helps to have a plan. Use these tips to “profit” from your next networking trip.

Before the Trip

Having a successful trip to a networking event may depend on what you do before you even step through the door. It’s one thing to sign up for an event and hope for the best. It’s another thing entirely to have a battle plan at the ready in order to make the most out of the trip.

The first question you should ask yourself and any team members accompanying you is “what do I/we want out of this event?” In other words, instead of blindly going in with the attitude you’ll just see what happens and come what may, it’s better to have a focus. You’re much less likely to come away empty handed this way.

Be as specific as you want with your goals. Don’t just say “I want to talk to five good contacts,” make the goal “I want to make five new contacts that can help me spread my business to the Northwest region of the state.”

You should also contact the speakers beforehand. And if the event posts a pubic guest list, go ahead and look up the other attendees online. This way, instead of walking into a room full of strangers, you’ll have an immediate opening since you’re “Mary-who-emailed-you-last-week.”

During the Trip

While you’re actually at the networking event you want to cover the most ground possible. If you’re by yourself or the room is huge, this may not exactly be easy. This can be especially true if it’s one of those “cliquey” networking events – you know the type. It can be tough to break into a group that’s already established itself.

However, if you know what you’re there for, this becomes much easier. In fact, if you’ve really done your homework, you may already know who exactly you want to network with. Not everyone is great at these networking events and may hang back – the movers and shakers aren’t always in the big crowds, in other words.

Most of all, act interested in what they want to talk about. You can always pitch them ideas later when you have their email or Facebook page. Talking about something they like will get you in the door much quicker than berating them with business ideas.

Pro Networking Tip: Arrive early. You’ll be able to talk to more people, and it’s a lot easier to talk to the first few go-getters than it is to walk into a big crowd and break into an existing conversation.

Follow Up

Now is when all your hard work starts to pay off. You knew how to work the room, you knew who to talk to, and you made sure to have a pleasant conversation. Now all you have to do is work the follow up.

Of course make sure your message includes something regarding your conversation you had at the event. For instance, if you had a conversation about the best kind of golf clubs, mention you saw their favorite brand at the store the other day on sale. This can be the lead in you need for the rest of the conversation. From there, find your new connections on LinkedIn and then keep up with their news.

Pro Tip: People never forget the person who has done something for them. If you just bought a house and met someone who mentioned looking for a good real estate agent, make that connection. There will always be time later for your own business interests.

One a scale of 1 to 10, how much good did you get out of your last networking event? Why?

Author’s Bio: Jennifer Escalona Dunn is the owner of Social Street Media where she writes about small business, tech and finance for sites like WePay and Outright. You can find her on Twitter @jennescalona.

Employee Rewards Programs: Work Smarter to Get Your Employees Working Harder

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By Christopher Wallace

As hard as it is to find good help these days, sometimes it’s even harder to keep it. Even with high unemployment rates, you are not guaranteed to hold on to valuable employees if you do not convey how much you appreciate them. One of the best ways to recognize the worth of your staff is through an employee rewards program. If your business has already instituted some sort of rewards system to incentivize excellence from your people, you are already ahead of the curve!

But creating the program is only as good as the degree to which employee motivation and productivity increases as a result. If only there was a way to quantify the success of your own employee rewards program. Well, you’re in luck, because someone else has already done the lion’s share of the heavy lifting for you.

Recently, Amsterdam Printing conducted a survey of 1,277 business customers. Fifty seven percent of them indicated they had some sort of employee recognition program in place. Amsterdam asked both employees and managers to comment and rank various aspects of the programs to determine what works and what doesn’t. Although many different facets were discussed, several overall themes emerged: employees wanted to be rewarded and managers noticed increased productivity when workers were recognized for their efforts.

Positive Work Environment Translates to Increased Productivity

Not surprisingly, the survey revealed that the highest positive correlation between recognition programs and increased productivity came through programs that improved an individual’s working environment. Think about it: it’s hard to get anything done when you’re absolutely miserable or in an environment that hinders progress throughout the day. Accordingly, when the company sponsors events or programs that aim to improve one’s working conditions, increased productivity naturally follows.

It’s effective because it’s a nice little circle: when your employees want to be there, they’ll invest more of themselves in their work and because of that. The company turns back around and rewards them for it, which only motivates your employees to continue their good work to keep their positions within your so obviously appreciative company, and well, you get the idea.

Morale Must Haves (and also some things to avoid!)

In the same way that effective employee rewards and incentive programs improve productivity, nothing will kill employee motivation faster than “rewards” that don’t work or impact the working environment in a negative way. Here are a few things to keep in mind when you are designing your employee rewards program.

Clarity

Make sure the scope of the program and the criteria for success are clearly defined and uncomplicated. When the rules and conditions are easy to understand and everyone is on the same page about which things earn them what, there is little room for confusion and hurt feelings when all is said and done.

Consistency

Not only should your program be clear, but it should also not change before it has concluded. For example, Amsterdam’s survey revealed that the number one thing people wanted to be recognized for was “Performance Excellence” (by a whopping 69.5%). If you have a program in place that has historically awarded prizes for performance excellence, you can’t switch mid-stream and suddenly decide to promote “Flexibility” (much lower on the list of preferences, receiving only 22.8% of the popular vote).

Equality

And speaking of popular votes, if it becomes clear that the program you have in place is really a front for the company “popularity contest” in which only the “cool kids” ever win anything, the majority of your employees will start to feel insecure about their own merit and worth to the organization. In addition, you are creating the perfect breeding ground for suspicion and resentment. This is easily avoided by making sure your team managers know to spread around the rewards and to switch gears if the same person is consistently earning the honors.

Variety

This is not to say that a person who is clearly superlative should not be rewarded for being amazing; rather, the trick is in developing a program designed to reward the superstar in us all: we all excel at different things and are important in different ways. If you include enough factors for consideration, you increase the likelihood that different people will win each time you award the honor, and you highlight their success due to the quality that makes them unique.

The Most Enticing Rewards

Now that you have determined that you do indeed need an employee rewards program, what should you offer as incentives? Without fail, Amsterdam’s survey revealed that people still respond to the classic monetary prize: cash, gift cards and bonuses always work. The employees also indicated that they value personalized gifts and employee perks, such as a desirable parking space or paid time off.

There are also priceless rewards that don’t cost a company anything other than a moment of time. For those businesses without the means to convey lavish gifts, a good old-fashioned pat on the back still goes a long way to let those around you know that you appreciate them.

For those of you with a program already in place, what are the most effective rewards for your employees? If you are going to develop a program now, what sorts of benefits do you plan to include?

Author’s Bio: Christopher Wallace is Vice President of Sales and Marketing for Amsterdam Printing, a leading provider of custom business pens and other promotional products such as imprinted clothing, mugs and customized calendars. Christopher regularly contributes to Promo & Marketing Wall blog.

What All Freelancers Must Know About Tax Season

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By Adria Saracino

To the new and veteran freelancer alike, tax season can be a time of dread. While there are many tax benefits to be taken advantage of, it can be difficult to navigate the maze of regulations surrounding each deduction–not to mention you have to make sure you’re sending all of the correct forms to the correct places.

But it doesn’t have to be a complete headache — not with the right resources. That’s why we’re recommending the seven tips below, which cover all of the essentials, as well as the documents available in this extensive tax resource center. With these two sources, you’ll find answers to all of your most burning freelancer tax questions — and a few you didn’t even know to ask.

1. Know What Taxes You’ll Need to Pay

If you’ve ever worked directly for an employer, you’re probably used to paying income, social security and Medicare taxes. As a freelancer, you’ll also need to pay a self-employment tax. This is because you are your own business, and therefore have to match your tax contributions in the same way your employer would have, for a total contribution of 15.3%. That’s 12.4% for social security and 2.9% for Medicare tax.

You’ll also have to pay an income tax, for which you can use your last year’s rates as a guide, or you can check the IRS site for income bracket cutoffs. Lastly, it’s important to check with your state revenue department and municipality to determine whether or not they are expecting taxes from you as well. For most freelancers, you will make the bulk of these payments in the form of estimated taxes at the end of every quarter — that’s the 15th of every January, April, June and September — using form 1040-ES.

2. File the Correct Forms

Every time a new client hires you as a contractor, they will have you fill out a W-9. That’s so that when tax season rolls around, they can send you a 1099, which will state the amount of money they’ve paid you. Note: You won’t receive this form for total income of less than $600.

You may be used to filing a 1040A or 1040-EZ form; as a freelancer, you’ll have to switch back to the original 1040 form, as you’ll be reporting self-employment income. To account for taxes related specifically to your business you will also need to file a Schedule C, though those with relatively simple businesses like writers or graphic designers will be fine filing a less complex Schedule C-EZ.

Lastly, you will need to calculate your self-employment tax on Schedule SE form.

Note: These forms and types of taxes paid will differ slightly for freelancers who have filed as a corporation — something all freelancers should consider for tax and liability purposes — but that is an article unto its own.

3. Take Advantage of Deductions

Now for the fun part! There are a number of juicy deductions available to freelancers. That said, it’s important to know the difference between what counts as a business lunch and what counts as a “ridiculous splurge that will anger the IRS.” And we can’t say it enough: keep your receipts.

  • Office Supplies: From the furniture in your office to that colorful new packet of Post-Its, office supplies are fully deductible. However, if you’re just starting out, you may want to brush up on the differences between current and capitalized expenses.
  • Advertising and Internet Expenses: Billboards, fliers, leaflets, online ad campaigns, and the internet connection itself. Add the expenses up, and deduct away.
  • Professional Services: Whether you’ve employed a bookkeeper to keep track of your finances or you’ve taken a continuing education course to further your career, the costs you paid are all deductible.
  • Insurance: If you have business insurance, it’s fully deductible. Health insurance is as well on form 1040 as an adjustment to income.
  • Home Office: You can deduct a percentage of your rent and utilities, based on the size of your home office.
  • Travel: If you travel to clients, track your mileage for a deduction at the 2012 rate of 55.5 cents per mile. Travel for business trips is also deductible, as are any meals and hotel rooms related to business travel.

This is just a sampling of the deductions available. You’ll find a more extensive guide here.

4. Be Wary of Audit Red Flags

One big caveat to all of these deductions: the IRS keeps its eye on freelancers for any kind of fudging, so you’ll want to make sure you’re not setting off alarm bells. A few common triggers include:

  • The Home Office Deduction: This is by far one of the most commonly abused deductions, partially because the regulations concerning just what you can and cannot claim are both strict and a little difficult to understand. The gist of it is that the area you claim as a home office needs to be used exclusively for business, and you need to stick quite tightly to obvious borders. Read more about these regulations in IRS Publication 587.
  • Mileage: While we highly recommend you deduct mileage, if you use your car for both business and pleasure, you’ve got to do a good job of tracking and separating the two. Keep in your car a little book with columns for start and end mileage, date, and description.
  • Meals and Entertainment: Again, deducting for this is perfectly acceptable, as long as it’s within the realm of reason. Deducting for a good meal with an important contact is fine, but perhaps not if it costs several thousand dollars. Use a good dose of common sense to avoid this trigger.

5. Sign Up for Electronic Filing

Repeat after us: filing your taxes electronically will make your life infinitely easy. Through the Electronic Federal Tax Payment System, you’ll even be able to file your estimated taxes. It takes a little time to set up, but will be well worth it in the end.

6. Use Tax Software Made for Businesses

Likewise, tax software can make your life so much easier, as can accounting programs that automatically create reports and forms for you. File for free through the IRS, or compare a number of good tax programs here.

7. Hire an Accountant

You’re in business for yourself, and you may very well enjoy being totally self-sufficient. But hiring an accountant can mean outsourcing many of these steps. It can also ensure you’re not missing anything, especially in terms of new tax laws. Lastly, a good accountant will find you deductions and loopholes you could have never known existed (unless you wanted to read through a mass of byzantine tax documents in your free time…). All of these things make hiring an accountant an expense that pays for itself, at least in the beginning of your freelance years. Just make sure to do so early before they book up.

Take-Away

Filing taxes as a freelancer can be complicated, but doing so allows for numerous personal benefits. Take the time to learn the regulations and get to know the forms so you can take advantage of all there is to offer and also cover all of your bases.

Still Confused? Check Out This Tax Checklist

Author’s Bio: Adria Saracino is a marketer, blogger, and occasional freelancer. When not consulting on best business practices, you can find her writing about style on her personal fashion blog, The Emerald Closet.