Let’s say you were advertising your brand as the greatest, most reliable HVAC contractor in all of the land. But you never connected with past clients that would have been more than happy to post on your Facebook fan page just how great, and reliable you are.

And let’s just say that someone does a Google search because they are in the market for a great, reliable HVAC contractor.

Instead of finding a well-crafted social presence that you control, Google sends them a link to a blog post from that nightmare customer a few years back who had a less-than-reliable experience with you. In fact, not only are they are telling everyone how un-“reliable” your business is, they even have a link recommending someone else, your competitor.

It could happen, in fact it IS happening, EVERY DAY. And if you are not integrating your online and offline marketing efforts, you are doing more than just losing a potential customer - you are potentially damaging your brand.

People are talking on many different social media platforms, some you may not even be aware of, and they may even be talking about your business. There could be a conversation going on RIGHT NOW that you don’t even know about. Wouldn’t you like to be a part of that conversation, good or bad?

It’s not enough for YOU to tell people how great you are in your advertisements. People are very skeptical these days when they see what they know are “paid” ads, either online or offline. Studies have shown that only 15% of people actually believe advertisements…and those same studies show that over 90% of people believe peer recommendations.

So get moving…get your raving fans to talk about you & refer you to their friends…just make sure to give them something for their efforts so they will want to continue helping you out.

Stay friendly, my friends!

John Zalepka

Do butterflies attack your stomach whenever you’re asked to speak before a group? 

Can you confidently express your thoughts and ideas? 

Do you have the nerve to ask your boss for a raise?

Whether you’re speaking to one or one thousand, Toastmasters can help you speak clearly and confidently. At home or on the job, Toastmasters will provide you with the confidence you need to get ahead.

I spent my writing time today putting together a presentation about giving effective Toastmasters speech evaluations. I will be delivering my talk tomorrow night at the Freehold Phrasers’ BBQ & Pool party meeting. The BBQ starts at 6:00pm followed by the meeting at 7:30pm.

Toastmasters is a “learn-by-doing” public speaking club where men and women hone their speaking, listening, evaluating, presenting & leadership skills in a friendly, comfortable atmosphere.

Guest are always welcome to attend our meetings on the 1st & 3rd Wednesdays of every month at the Greater Monmouth Chamber of Commerce, located at 57 Schanck Rd, Suite C-3 in Freehold, NJ. The exception is tomorrow’s meeting which will be held at 125 Crine Rd. in Morganville, NJ.

For more information please visit our website: www.FreeholdToastmasters.com or call club President John Zalepka at 732-610-7654.

Good and bad are but names very readily transferable to that or this; the only right is what is after my constitution, the only wrong what is against it. – Ralph Waldo Emerson

We are our most potent at our most ordinary. And yet most of us discount our “ordinary” because it is, well, ordinary. Or so we believe. But my ordinary is not yours. Three things block us from putting down our clever and picking up our ordinary: false comparisons with others (I’m not as good a writer as _____), false expectations of ourselves (I should be on the NYTimes best seller list or not write at all), and false investments in a story (it’s all been written before, I shouldn’t bother). What are your false comparisons? What are your false expectations? What are your false investments in a story? List them. Each keep you from that internal knowing about which Emerson writes. Each keeps you from making your strong offer to the world. Put down your clever, and pick up your ordinary.

(Author: Patti Digh)

All of my businesses have revolved around some aspect of marketing, advertising or sales. Even as a small child I can remember being a sucker for great marketing… whether is was gum or baseball cards conveniently placed down low on the checkout line at the grocery store, or TV commercials in between my Saturday morning cartoons, or the Sears Christmas Wish Book, I had to have it all.

That’s why it was no surprise that when I saw today’s #Trust30 challenge question, I read it from a marketer’s perspective.

Ordinary, much like beauty, is indeed also in the eyes of the beholder.

Busy business owners often borrow (steal) ideas from successful companies in their industry, often trying to emulate concepts and product offerings that they cannot deliver on. A small retail boutique would be crazy to try and compete on price with Walmart… it’d be like like asking a Little-Leaguer to try and hit a CC Sabathia fastball (I’m a Yankees fan btw).

However, time and again I have small business clients ask me to print up fancy brochures and marketing collateral that contain a lot of industry jargon, that, truth be told, they hope no one ever asks them about. They try to be “clever”, but what they are really doing is over-promising and setting themselves up to under-deliver.

Your marketing efforts should focus on what you already do well and apply it to your ideal market segment, then rinse and repeat as often as possible. Social networking sites and blogs can make your marketing go viral as fast as you can upload a video customer testimonial or whitepaper answering questions about subject matter that you know about.

I firmly believe that if you spend a little “extra” time focusing on what you already do well (ordinary), then it’s just a matter of time before your ordinary becomes extraordinary!

John Zalepka