Adventures in Candyland

So said the legendary basketball coach John Wooden.

Being prepared and being honest are two things Sweet Talk prides itself on, as you will see in an article in yesterday’s small business section of The New York Times entitled, “Like Marriage, Business Takes Work.” It’s an interesting article about how partners can benefit and evolve from using business coaches and therapists. Our coach, Maggie Mistal, who was also mentioned in the article, has provided us with so much great guidance and advice. She has often been a catalyst of positive change for Sweet Talk, as well as educated us on ways to provide the best service and strategy to our clients.

The article also made mention of our new business model, which focuses primarily on marketing consulting for small to mid-sized businesses and nonprofits. We’ve already worked with several clients to help them create a strong marketing foundation for 2008. We look forward to continuing to provide excellent service and counsel to those of you with whom we already work, and with those we may work with in the future.

If you have any questions about our experience with a business coach, just let us know. It’s a process we recommend to all entrepreneurs.

Our weekly Friday guest post is up over at GoBigNetwork.  The exciting news is that it talks about target audiences and key messaging for startups and small businesses.  (There’s a slight tinge of sarcasm in that part about exciting…)

Catch ya next week.

Since starting Sweet Talk last year, we have been asked countless times, “What industry do you specialize in?”  In fact, the question is so prevalent, and so automatic at networking events, that we have found ourselves trying to formulate an answer to it.

Here’s the thing…as entrepreneurs getting started, with somewhat varied backgrounds, we didn’t plan to start out specializing in any industry.  We figured we would take what business came our way.  But we also strongly believe that our expertise and the marketing/PR/communications principles we know can be applied to just about any industry and customized a little bit to fit each clients’ needs. 

Then we had a long conversation with a woman slightly older than us, who had had tremendous success in the marketing world by being a generalist - by applying her expertise to all industries, and we felt this justified the Sweet Talk philosophy. 

But the question kept coming…”What do you specialize in?”  And we started to feel like not having an answer was hindering us.  So we took a look at our clients, our backgrounds and what we enjoy.  And here’s what we know we specialize in:

We work with clients who are trying to reach a luxury audience - either with a high-end product or service, or as a nonprofit looking for donors.  

That’s our thrust.  That’s our answer.  BUT, we still strongly believe that our expertise and our knowledge can be applied to just about any industry out there, and we certainly don’t want to close ourselves off. 

Last week, I saw this post on the Blog of Tim Ferris (author of The Four-Hour Work Week) about the Top Five Reasons to be a Jack of all Trades.  And it made a lot of sense.  

Sooo…we continue to struggle with whether or not to specialize in a certain industry, or to proudly be generalists.  What are your thoughts?  Are you a specialist or a generalist?  Let us know!  

If you live in LA like I do, especially in Santa Monica where you don’t have air conditioning, you would understand that it would have been impossible to work yesterday due to the suffocating and seemingly endless heatwave we are experiencing here.  Which is why I, along with the greater part of Los Angeles, fled to the Pacific to try and catch our breath.  Finally, I could actually form thoughts!

So, I was finally able to do a little work. There are really no holidays for entrepreneurs. Anyway, yesterday I came upon this post from Seth Godin where he talks about the definition of hard work changing.  How hard work used to actually mean hard work (i.e., working in the fields), but eventually it evolved into someone who spent the most time toiling away at their desk.  Thankfully, there is an evolution there as well, as I agree time really doesn’t equate to hard work.  He claims it’s not the amount of time you spend, it’s the risk you take which is the hard work.  And you know what, it reminded me what we’re doing, going out there on our own, taking a big risk and yes, we are working hard, harder then we have ever worked. We decided not to go with the status quo even though it would be a lot easier, but we are succeeding, growing and learning more than we ever could working for someone else. So even though we have some of the most frustrating days I have ever experienced, I know that the hard work is worth it and it will catapult us to a place none of us knew we could make it to.

Ok - enough of my little pep talk! Maybe the heat has melted my brain.

Over the past few weeks, we’ve been doing a lot of networking on LinkedIn.  If you don’t use LinkedIn, its basically a social networking site for professional use - like MySpace but for your career. 

Anyway, by using LinkedIn we’ve met new people from as far away as Hong Kong and as close by as the next town over; we’ve reconnected with old friends and colleagues; and we’ve generated a few new leads.  But my favorite feature on LinkedIn has to be the Answers section - what a resource!  Here, people post questions about everything from attending conferences to finding venture capitalists to planning events. 

Browsing the questions is a great way to monitor trends, to find out what cutting-edge ideas people need more info about; answering questions is a great way to share your expertise or new ideas; but asking questions may be the most fun of all. 

Last week we asked a few questions about things that were stumping us - we needed some better terminology for one of our ideas, we needed a consolidated resource for some statistics, etc.  And most of the answers we got were fantastic - really interesting ideas, professional concepts and phrasing, helpful links and introductions to experts.  

The answers really are out there.

Have you asked or answered questions on LinkedIn?  Let me know how it worked for you.        

Have you ever thought about opening a business with your best friends, or do you currently run a business venture with a friend?  When Lauren, Limor and I began Sweet Talk PR last year, we learned that being in business with friends is not all fun and games.  Over the past few months, we’ve developed three basic ground rules we thought we’d share for anyone interested.

1.  Know your friends’ strengths and respect them.

2.  Be as direct and open with each other as you can.

3.  Laugh hard and laugh often!

The stress of running a business is the same whether you do it alone, with colleagues, with family or with friends.  But its all worth it if you remember to have fun (and forget that you sometimes want to kill each other!).

Today I read an article about a company called PRstore, which basically sells a la carte marketing to small businesses who might normally just use a family member or friend to develop their logo, collateral or what not.  Point is, these small businesses don’t think they are able to afford real agency prices, so they sort of slap something together because they think they need something no matter if it’s good or bad.  So PRstore comes in and offers per-project fees that are much lower than what any typical agency would offer.  Even more, this company is a franchise, so there are currently 41 locations in 20 states with plans to be at 350 stores in three years.  Interesting…

Since I found the concept to be good, I proceeded to the company website.  It’s an understatement to say I was shocked.  Now – who am I to be judging another company?  We’re a small start-up ourselves and while I’m sure I would not necessarily appreciate someone judging, I would at least listen and try to understand.  So, lets just call this a little constructive criticism and obviously you (the reader) or they (the company) can take it or leave it.  I am sure they will leave it as they will probably never read this, they are very successful (hello, 41 stores so far) and seriously, who the hell am I? 

Ok – after that huge disclaimer, let me just get to the point.  There site is so generic-looking…absolutely zero personality.  Though I get what they are doing, what I hope they are doing – sort of leaving it as a blank slate so companies don’t immediately judge them and think they aren’t right for them.  But, what is marketing about if not about creativity, meaningful copy and drawing people in.  From this company’s site, you would think they were trying to turn people away.  Have I passed the point of constructive criticism?  If you can’t take it anymore, stop reading, cuz I ain’t finished.  I just can’t control my opinions – it’s like diarrhea of the mouth.  BTW – and this is a TOTAL side note.  Does anyone else feel like spell check has completely abolished their spelling skills?  I used to be a better than average speller, but now…You should have seen my first attempt at diarrhea – so, so sad. Now back to my rant…

So my question is would this be the company you choose to create your logo?  I mean, look at their logo.  Have we turned back time, because I feel like we just stepped back into the ‘80s.  Is the bar so low for small businesses that they feel like this is the level they should reach for?  It’s funny because you can scroll over each one of their services and another area talks about the importance of it.  For instance, when you scroll over “Corporate Branding” it says, “Never Underestimate the Importance of a First Impression.”  Whoa!  If you’re expecting other companies to go with your advice, don’t you think you should follow your own?

I only say this because I know that when we create anything or work with someone to create something, we put so much effort into making it unique, stylish, sophisticated, fun or whatever feeling we think it needs to evoke.  We don’t stop until we’re happy and the client is happy. 

We took the time putting together the Sweet Talk brand because we know it truly makes an impression.  And people are always complimenting us on it, which is great to hear.  Our brand, combined with our energy is really what is bringing new business to our door.  That’s what the PRstore brand and site seems to be lacking – energy. 

But again, who am I to judge? You can’t help but admit there are true benefits to the service they are offering. Some marketing is better no marketing and this company is obviously filling a needed niche (41 stores and counting).  Also it is raising awareness and educating people about the importance of branding and marketing in a non-threatening way. 

But that logo and site is so cookie-cutter…maybe I should email them to see if they want to do a re-brand. 

A few weeks ago I wrote a post that mentioned Google - you can see it below.  I said I’d follow up with some posts about the Google tools I can no longer live without, and so I’ll start by talking about Google Analytics. 

Google Analytics provides free, in-depth tracking - really in-depth.  The cynics out there say that Google blatantly sinks a ton of money into making Analytics the best so that they will increase revenue from AdWords…businesses can analyze their traffic and site marketing, and then make wiser pay-per-click purchases.  Frankly, I think that’s Google’s brilliance at work.  Sweet Talk can see the words people are using to find us on searches, and perhaps respond by choosing the appropriate AdWords for online advertising. 

Actually, we’ve yet to do any pay-per-click advertising, but we’re learning a ton about our site and it’s traffic by monitoring Analytics.  For example, our traffic volume has been much higher than we expected in it’s first quarter.  As a new business, that’s encouraging. 

In addition, we have a client with members all over the world, and they have generously promoted our site.  Its amazing to see that we now have people from places as varied as Ghana, Saudi Arabia and Smyrna, Georgia visiting our site on a regular basis.  

Also interesting is that we can track the networks our traffic comes from.  Sometimes, if we’re pitching new business or trying to contact the media, it is helpful to see if someone from a specific company or corporate entity has taken the next step and viewed our site for additional information.  And now, with a Blog, it is nice to know that not only are people from all over the world interested enough to check our posts on a near-daily basis, but so are people in organizations as close by as the mid-Wilshire district of LA.

Google Analytis is really an enlightening tool…one we will use to help us direct our online presence.                       

Is that why customer service is so bad these days – is everyone in the service industry trying to get their daily workout by being so rude?  Since Sweet Talk is a service-oriented business, maybe we’re more sensitive to it, but it just seems to us that every single time we’re in the position of “client,” utilizing services provided by others, we encounter unbelievable rudeness these days. 

Don’t get me wrong, as three women we certainly have our share of bad days when it seems like putting a smile on our face is much harder than being just plain rude.  But come on…whatever happened to the old adage that the customer’s always right?  We all know the customer isn’t always right, but aren’t service providers supposed to make them feel like they are? 

And we find it particularly annoying in clothing boutiques, when the girls behind the counter act as though they’re Hollywood royalty – need we remind them that a smile goes a long way?  Then again, maybe they’re just working out.

So… let me be the first to welcome you to Sweet Talk PR’s blog, “Adventures in Candyland,” the chronicles of three female entrepreneurs on their way to making it big in the communications world.  That sounds pretty cliché, but we have to tell ourselves something as we thumb through the pages of Lucky Magazine, unable to purchase anything we desire due to the severe lack of funds that comes from starting your own business.  And though it pains me not to be able to buy those sexy wedges or that bag I’m completely captivated by, I know it is for a greater good. 

Seriously though, superficialities aside, for ten some odd years, all of us have been working for others, somewhat in charge of our own fate, but somewhat not. Now, we are truly the captains of our own ship and whether we sink or swim (another bad cliché – too apropos to pass it by), it’s all in our hands.  Some days it seems scary, but mostly it’s liberating, educational, exciting and yes, even fun. Not to say, we don’t have our bad days, but hey, it’s all par for the course.

So come get to know us and join our team as we travel through this truly uncandy-coated adventure.  Yes we may be Sweet, but I promise we’re not shy, so it should be pretty interesting.