August 2: Nothing Attracts a Crowd Like a Crowd

Have you ever walked through a fairground or down a boadwalk. All of a sudden you see a huge crowd of people. Do you check it out? Even if you don't stop, it gets your attention and you have to see what's going on.

Have you ever gone to a restaurant on a Friday night at dinner time and the place is empty? It kind of gets you wondering if there is something wrong. Having a crowd is a great way to get more people interested in what you are doing.

Is there a crowd gathered and clamoring for what you do? What could you do to get a crowd started and the momentum moving forward?

August 1: Capitalize on Your Mistakes

We all make mistakes, and when you are dealing with customers they are an opportunity to make a good impression. If you show you are willing to take responsibility and solve problems your customers are more likely to trust you.

I was at a restaurant last night and the kitchen made a mistake on my order. The waitress apologized and got a new order out in minutes. She didn't make excuses or explain away the problem. She took responsibility and acted right away. I will definitely eat there again because of the way the waitress took care of the situation.

How do respond when you make a mistake?

June 28: Don't Fight Web Conventions

When it comes to web design, try to stick with convention. That is, don't deviate too far from what is generally the standard practice on other websites. No matter how great your site is, cumulatively people spend more time on other people's websites.

Therefore, people learn to use and navigate sites based on their experience elsewhere. For that reason it makes sense to stick with what people are used to. If you do dare to try something new, make sure it is a definite improvement and easy to understand or your visitors will get frustrated.

Does your website follow standard practices?

June 27: Don't Innovate on Navigation

When I work with clients on new site designs most people want something cool or innovative. Those are good qualities, but some areas are off limits. It's not a good idea to come up with new ways to navigate your site. People get used to navigating sites a certain way so making them learn a new way to get around your site is not the best idea. Most people will just leave your site.

How easy is it to navigate your site?

June 26: Key Web Usability Question: What Do You Expect To Happen?:

When testing web designs on users the most important question is "what did you expect to happen?" Whether they click on a link, mouse over a picture, or select an icon the best result is for the site to behave the way they expected.

When blue words don't link, icons change into a new shape, or pictures go blank it is confusing to site visitors. When in doubt, ask users what they expected to happen.

Do you test your web designs? What kind of questions do you ask?

June 25: Limit Choices

Giving customers choices is a good idea, but don't give too many or you will confuse them. When I sold PDA's for FranklinCovey, we offered IPaqs, Palms and Handspring devices in a wide range of prices. Most of my customers didn't know where to begin. After asking them some questions about their needs and planned uses for the device I would narrow the best choices down to a few units.

When I first started I would explain the features of any and all the PDA's people wanted to hear about. This was way too much information. By narrowing the choices to the best fit for each person I was providing a service and making the decision easier for customers. And I started selling more PDA's.

How do you focus on the best choices for your customers? Do you ever overload them with information?

Aprill 8: Leadership is Influence

Effective leadership is getting people to perform a task or behave in a desired way through your positive influence. Effective means the follower wants to perform and will likely continue to follow your lead long term.

Of course there are shortcuts to getting people to do what you want, but shortcuts often lead to rebellion and sabotage.


What kind of leader are you? Are you effective long term? Do your people follow you because of your influence or because of your threats?

April 6: Integrate Your Marketing Tools

Once you choose the right tools, make sure they are working together. Do your print ads have a web address? Do you post your commercials on your website? Do you mail a schedule of events to your customers?

The more tools you use and the better you integrate them, the more powerful your marketing is.

Are your marketing tools integrated? How?

April 5: Pick the Right Marketing Tools

The major marketing tools are:

• Public Relations
• Publicity
• Advertising
• Sales Promotion
• Personal Selling
• Direct Marketing
• Internet/Interactive

Some tools work better than others depending on your message and your audience. Make sure you pick the right ones.

What marketing tools do you use? Why did you pick them?

April 7: Avoid Jack Ass Management

If you are driving a mule you have two options:

• Dangle a carrot
• Threaten a whip

Many managers use the jack ass approach, but people are more complex than animals. Motivating employees is about more than rewards and punishment, it's about motivation. Find out what makes people tick and help them fulfill their passion.

Do you use the carrot and stick approach with employees? How do you motivate them?