Measure twice, cut once

by Kris Matz

I used to work for company in the manufacturing industry—the ‘shop’ did a lot of cutting and machining of metal products. I’m sure that Mike, the shop foreman said, “measure twice, cut once” at least a thousand times within my earshot. Good advice for any industry. Accuracy is a key element to great products and services. Taking the time to think things through and be sure that everything is right builds trust and confidence with your clients.  They’ll know they can count on you to get it right the first time.

An older and wiser business world

by Pete Kennedy

The stereotype is that kids and young adults are tech savvy, while the rest of us have a lot to learn.

In my own life, I’ve found that to be true sometimes—and not so true others. For example, I know kids who are whizzes with electronics. I also know teens and young adults who couldn’t navigate the most simple electronic devices if their lives depended on it.

I thought about that the other day while reading a Newsweek article. A researcher has found that high-tech businesses often are started by older men and women.

According to the article: “As it turns out, the average founder of a high-tech startup isn’t a whiz-kid graduate, but a mature 40-year-old engineer or business type with a spouse and kids who simply got tired of working for others, says Duke University scholar Vivek Wadhwa, who studied 549 successful technology ventures. What’s more, older entrepreneurs have higher success rates when they start companies.”

It goes to show, once again, that our perceptions aren’t always reality.

Choose local over chain

by Jason France

In the past two years, my wife and I have come to appreciate local restaurants and markets for their character and quality of offerings. When we travel, we make a point to research the best local diners and burger joints to enjoy. Lately, we have found a few places close to home that we really like. Not only is the food good, but the prices are  reasonable too! One of my favorites is El Rey Mexican Grocery and the Taco Loco taqueria (Spanish for taco shop). The produce in the grocery store is top notch and much more reasonable than my local super market. And the food at the taco shop is very good too. Fresh tortillas, carne asada, tomatos, salsa and Mexican sodas make for a tasty lunch. If you are in the neighborhood, I suggest giving it a try.

Keep swinging the bat!

by Kris Matz

Not long ago one of HVC’s customers told me that he likes it that we keep swinging the bat. What he’s talking about is that we try to anticipate our clients’ needs (watching the pitch) and then try to fulfill those needs (hopefully connecting with the ball for a hit – better yet a home run!).

Continuous consideration of client needs is critical to success in today’s competitive service industry. Changes don’t have to be big to be successful; sometimes what seems like a small adjustment or add-on service to us can significantly improve the client’s perception of your customer service. 

The key question is:  What can you offer your customers that will make it easier for them to do their job?

Content marketing works, really!

by Warren Eulgen

Have you heard about “content marketing?” If not, you will. The concept is catching on as noted in articles by Robert Bly that appeared in the July and August 2010 issues of Target Marketing magazine. He identifies content marketing and social media as the two most significant B-to-B marketing trends, and further notes that social media works best when based on solid content.

Bly also opines that content marketing isn’t about “publishing information.” Customers and prospects are already drowning in a sea of Information. What they lack is knowledge: ideas for solving problems, suggestions for addressing concerns, methods for better executing their responsibilities, tips for being more productive, efficient and ultimately, more profitable.

You’re in business to sell your products and/or services. Content must help you create awareness, foster consideration and build preference; otherwise you’re wasting your time and money. High Velocity Communications is in the business of developing content that connects you with your customers and prospects. To be most effective, content must work in tandem with your other marcom investments.

So, where does content marketing fit into your mix? Where can you step up your content marketing initiatives? Consider the following: print and/or e-pubs, print and/or e-newsletters, web content, blogs, social media, videos, technical articles, application reports, white papers, PowerPoints, speaking engagements and other vehicles that help you disseminate useful knowledge.

Learn more about “Content Is King” at TargetMarketingMag.com.

Zombies walk among us

by Barry Gantenbein

A plumber’s van brakes to make a right-hand turn into a driveway. The driver of a car tailgating immediately behind the van lays on the horn, demonstrating his displeasure with the plumber for daring to slow his morning commute.

One block away, three middle school-age girls are posting signs for a rummage sale. Two sit on the sidewalk, blocking the walkway to pedestrians. Two polite requests to “excuse me” are ignored by the girls. The pedestrian must walk around the girls, who are oblivious to anyone other than themselves.

These are two examples of the zombies that walk among us, encountered within five minutes of each other on a recent walk.

In the movies, zombies are the living dead. Concerned only with feasting on human flesh to continue their existence. The real life zombies are the people who think only of themselves, concerned only with their desires.

At the grocery store, they are the ones who park their shopping carts in the middle of the aisle, staring blankly at banks of shelves as they ponder their purchase. They are oblivious to anyone else in the store, their only concern is satisfying their desires.

They are to be pitied. Anger is useless. The driver of the car that blasted his horn at the van that slowed to turn was greeted by a hot, blue streak of angry profanity that scorched the ears of anyone who was listening.

The driver who believed his vehicle should be unimpeded by other traffic paid no attention, hitting the gas to move at top speed toward his destination. The plumber’s righteous anger had no effect on the zombie.

Like the movies, the battle is to fight against becoming one of the zombies. Realize there are other people in the world, and their needs are just as important yours. Make an effort to be a conscious, sentient, thinking human being.

You are not alone in this world. There are many of us here. Respect—and enjoy—other people. That is the first line in the fight against the zombies taking over the planet.