Aglow Marketing's Blog

Take care of your employees and you take care of your business. A lesson from John Mackey.

This morning I was reading my newsletter from the Harvard Business Review and a new interview title caught my eye, "What Is It That Only I Can Do?".  I took the bait and clicked.  The article highlights the co-founder and co-CEO of Whole Foods, John Mackey.  I watched the short video (included above) and really resonated with what Mackey has to say about management's job at Whole Foods.  Even if you're a solo business owner, this still applies to you!  Mackey says it's to:

- Hire Good People

- Make sure they are Well-Trained inTheir Work

- So That They Flourish in the Workplace and Give Great Customer Service

Seems like common sense. right?  I thought so until I recalled the traditional jobs I've had (working for someone else) where every time it was "sink or swim".  As in, you figure it out and see if you can make it work here.  Also, that it's up to you to determine what makes this place unique and better than our competitors.  Both of those, in hindsight, were a big no-no. 

One of our favorite tasks at Aglow is doing a strategy session for this very reason.  It gives us a chance to help businesses (of any size) really see who they are in the marketplace and what they plan to accomplish while there (and yes, you need to be specific).  Then we really encourage our clients to share and implement these ideas with their team.  When your team can better speak to what you do (and it should be the same message no matter who tells it) and know what you're looking for (rockin' clients that can't wait to use you), they can spend more time building your business rather than trying to figure out exactly what it is you do.

Best way to handle a potential issue? Shed some light on it.

When Laura and I picked out a promotional item for our business we knew we wanted a particular kind of candle.  It needed to look great, smell great and be environmentally friendly.  After extensive searching we settled on a personable small soy candle business based out of California, SoyCandles.org.

Recently we ran out of our custom candles and I contacted Claudia Davenport for a re-order.  What I love about Claudia is she is so thorough and makes me feel like each order is the only one she is dealing with.  She promptly got our canisters and scents together and shipped us our order.  Each scent even had a test candle, which is something I never would have considered.  Even though it's more product for her, it gives me peace of mind and allows me to enjoy the product, too.

Then Claudia sent me an e-mail alerting me to an issue with one of our scents.  She was right in that I didn't feel comfortable in the way the scent was burning off.  She asked how I'd like to handle the concern and promptly suggested a similar scent, re-made the candles and sent them to us.  I just got them and they are fantastic.

More often than not, there seems to be a tendency to hide when there might be an issue with your product or service.  Most employ the tactic, "If they don't bring it up, then don't mention it."  However, I tend to feel better when a trusted vendor alerts me to an issue beforehand rather than waiting for me to figure it out.  Building a relationship of trust with your clients is key.  By being open & honest with them, it will go a long way in building customer loyalty.  Thank you Claudia at SoyCandles.org for this great reminder!

Benefit of being an entrepreneur: Loving the people you work with!

Yesterday I was on my way to pick up a camera lens rental from Roberts Imaging downtown and thought it would be a good time to listen to a new podcast. I had downloaded a series titled Entrepreneurial Thought Leaders from Stanford University which I thought sounded intriguing.  I scrolled through the titles and settled on 5 Must-Haves of an Entrepreneurial Career featuring eHarmony CEO Greg Waldorf.

Waldorf was a good speaker and easily engaged me along my ride back and forth.  Even more, his very first point in the lecture really hit home with me.  It was along the lines of loving the people you work with and that the rest would figure itself out.  I couldn't agree more.  Working with Laura is both challenging and a joy.  We push each other to be better and lean on each when we need to.  We know that together our possibilites are endless.

Our latest possibility involves starting a marketing education program for non-profits called Do Good For Indiana. It's a project we dreamed up togther with Alan & Anna from Creative Roots Design Group - more people it's a joy to work with!  We hope to start our pilot program supporting the following four organizations that positively impact our community: CanINE Express, Indy Reads, Jameson Camp and Seeds of Hope.  The full Do Good For Indiana website launches September 30th.  In the meantime follow us on Twitter to stay up to date on all the latest happenings!

Finding a great accountant is key to small business success...

First, a little story about serendipity and accounting before I launched my photography business.  It was Father's Day weekend, and typically I wouldn't do a shoot that day because I would be off to see my own father.  However, a very nice woman named Nancy McClelland had contacted me to do a shoot very close to my house at Rick's Boatyard Cafe.  She was coming in from Chicago so I decided to take the work.

As we were wrapping up somehow we got on the topic of me launching my business officially and that Nancy had worked with several other photographers and their business.  Little did I know how this one shoot would literally take my business to the next level.  Having Nancy's accounting and business expertise even before I began was instrumental because she knew my issues before I did.  She knew the right way to set up my books using QuickBooks Online.  The online version was ideal for us because when I had questions Nancy could log herself in and take a look.  Also, Nancy did (and still does!) a wonderful job training me how to manage the books yet can take the reins as needed.

Then, as Laura and I launched Aglow Marketing LLC I knew we'd be out of the business partnership starting block with a bang with Nancy behind us all the way.  A business partnership has different implications than a sole proprietorship and it was key to have her help us navigate the set up and accounting process.  I always feel more at ease knowing that Nancy is there to answer any questions that might arise for us. 

Whether you're starting your business or looking to grow and expand it, I highly recommend having an accountant who has experience in your area of business.  It instantly adds to your own experience by learning from them what has worked (and not worked!) with their former clients.  I am forever grateful that Nancy and I were fated to meet that Father's Day many years ago!

If you'd like to gain some accounting knowledge from Nancy McClelland LLC, then you can check out some recent tax tips she's sent out on the HIRE Act here:  Download Taxtips-HIRE-Health. Also read Nancy's summer newsletter with information on new health care laws, employer provided adoption benefits, business deductions for a starting a new business and much more here: Download Taxtips-small biz

The firepower of having a partner - in business and across it...

 When I started my own photography business, LBS Photography, 6 years ago I was so excited to be ON. MY. OWN.  No more bosses to answer to and no more obnoxious co-workers to deal with.  I was free to pursue every idea I had and work whatever hours suited me (I love the middle of the night!).  But after a while I was surprised to find myself BORED. STAGNANT. and UNINSPIRED.  How could this be?  I thought working for myself would keep me from every feeling that way again.  WRONG-O.

Around this time, I had finally nailed Laura down for lunch - mainly a reason to get out of the home office for me.  I thought it was a chance to catch up with a good friend. (Aglow Fun Fact: Laura and I met at our first jobs at Centerfield Marketing downtown.)  But the Laura I saw that day was not the fun-loving, go-getter I had always adored and admired.  She had picked the more corporate career path and had enjoyed great success, too, but was feeling much the same way I was - Now What?

What was born from an innocent lunch among good friends turned out to be a powerful partnership.  Laura brought the strategic and sales mastermind skills to the table I didn't even realize how badly I  needed.  I brought the creative firepower and operational know-how to showcase our talents.  And it's been more fun and challenging that I could have every imagined.

And, now a year into it, we are learning this lesson all over again.  Through Laura's involvement with the IndyAMA (She's the Prez, actually.), someone suggested we meet with a design firm called Creative Roots.  The first meeting was a bit like a first date, a touch awkward as you're trying to get to know each other.  But once we really started talking about our business dreams and how we run our businesses (from the heart!) - it was instant chemistry.  And each time we've gotten together I feel more energized to be around Alan and Anna who share the same passion for helping clients grow their businesses.  By teaming up, it allows each of us the opportunity to focus on what we each do best while knowing we are supporting each other along the way.

So, if you're feeling like your business is losing a little luster, get out there and start asking (and looking !) for who might be a great partner to you.  You can define the terms - whether it's just a chance to talk shop, work on certain projects together or really seal a deal.  Chances are you'll come away with a renewed excitement and fire for getting down to business.

Does marketing actually matter?

On Friday, Laura and I sat in on a video session with one of our clients, who happens to be a law firm.  On the surface it seemed like your pretty typical marketing stuff - tell us about yourselves and about your firm, etc.  However, as each member discussed their own background and their passion for the law emerged, I was completely enthralled.  It became so much more than a man in a suit, it was about people's lives being changed for the better, about wrongs being righted and the ethical way it should be handled.  In the space of a morning, my appreciation for the law and those who protect it grew exponentially.

This is one of the reasons I think marketing actually matters.  It matters because really good marketing is more of a story than a pitch.  Good marketing helps real people with real passion and purpose be heard.  Then, in turn, real people with real problems get helped.  And that definitely matters to me. 

Taking the pain out of finding good running shoes in Indy.....

Here's the thing about my when I go out looking for running shoes - I don't actually run and don't plan on it.  However, I have long suffered from painful feet that don't appreciate shoes of any kind that aren't high-quality and an absolutely perfect fit.  So, a great pair of running shoes are my go-to shoes most of the time.

The last 3 pairs of Nikes I bought at a large sporting goods store here in town were okay.  I fit them myself (bad idea) and I'd worn through all of them pretty quickly this winter.  Prior to that I usually went to the Running Company in Broad Ripple, which worked well, but isn't really very close to me.

So, I had seen a coupon for 'The Athlete's Foot' in a mailer pack and thought I'd give it a try.  I remembered the brand from my youth and was surprised to see it was still around.  I was even more surprised to find out Indy's Athlete's Foot is actually owned by a great local woman, DéLen Parnella.  DéLen took a ton of time to understand my various feet issues and evaluated my walk on each foot using the store's Fit Print process.  My results are featured in today's photo.  With this information she was able to fit me with two new pairs of running shoes (in two brands I never looked at before - one was totally new to me) that I absolutely love and my feet couldn't be happier. 

With my analysis information, she also really recommended I go see a podiatrist.  She even gave me a referral for someone in Avon that I did go see - and he was great.  She was absolutely right and my feet has some natural 'structural' issues that require a little more help than the average foot.  And this is why I love small businesses.  At small businesses, you talk to people, they take the time and listen to you and ultimately share their knowledge and passion with you.  And you benefit from it not only in your life but in your community.  They are often run by incredibly interesting people like DéLen Parnella, too.

This is exactly why Laura and I focus on small to medium sized local businesses - because they are the heartbeat of where we live.  When they thrive, we all thrive and who doesn't want to live in a thriving community with great places to go?  Remember to support the small businesses here in Indy - and why not start at Indy Athlete's Foot?  You can find it in Avon in a strip mall next to Monicals at 9269 E. US Highway 36.

Beautiful eco-friendly notecards by Indy's own Jilly Jack Designs.....

I love paper goods with even better design.  Then to find out it's friendly to Mama Earth plus done by local talent?  It's almost too good to be true.

Enter Jill Broadhacker (an awesome designer I used to work with) who started this gorgeous, fun and eco-friendly stationery line called Jilly Jack Designs.  I got my first order last week and I loved them from the moment I opened the box.  The packaging was so well done that I almost hated to disturb the lovely presentation.  I carefully unwrapped each layer and adore each card.  (I chose the Sweet Series and Spring Series and cannot wait to use them!)

Jill not only made me swoon with her use of color and design talent - the fact that she also cares enough to consider the environment in her business makes me love Jilly Jack even more.  Per the Jilly Jack website, "All our cards and envelopes will be printed on recycled paper containing 100% post-consumer waste and certified by the Forest Stewardship Council.  Even our folios (which are gorgeous!) are made from recylced materials. Our felt folios are made from recycled plastic water bottles and our vinyl folios are made from used billboard wraps. We hope that our folios will be reused as well. (Absolutely!)  Oh - I almost forgot to mention - the cards are also made in the USA.  Love that, too!

Find your favorite Jilly Jack Designs at a local store or buy them online here.

E-books, e-books, everywhere....

I am fascinated by this growing trend of offering up e-books or short reports free on the web.  If it's good it seems to garner significant amounts of traffic and I've even seen a few turn themselves into book deals down the line.  Nice.

So, here's the one that I came across today called "A Brief Guide to World Domination" by Chris Guillebeau.  The subtitle reads, "How to Live a Remarkable Life in a Conventional World."  That had me right there as I'm all about marching to the beat of your own drummer and being willing to live life your way.  So often people think you have to make these huge sacrifices to live out your dreams.  When if you actually sat yourself down and mapped out what you really want (not what society says you should want) and made a plan to achieve it, you'd find it really isn't that improbable after all.  Anyway, I digress - this report is 29 pages in length, has very inviting design (always important to me) and is worth the time to check out. 

My favorite "remarkable" story example gave was about the band Radiohead that apparently in 2007 offered their new album In Rainbows online for free and let people pay, if they chose, what was fair to them.  According to Guillebeau's report they made $10 million in the first week.  As you can imagine, record companies were less than pleased.  Not sure this would work for every band, but, hey, it got them publicity and cash.  My own quick research seems to show the band didn't stick with this model but kudos to them for trying.  You know someone else will be out there again soon perfecting such an idea.  And any good idea that creates more great ideas, I love.

Lastly, Chris' own story of wanting to travel to every country in the world and profiling other non-conformists is also enticing.  His writing style is easy and comfortable and feels more like a conversation than an article.  He definitely got me to pull up a chair and listen to what he has to say.