Week 11 – What Do You Do with a Power Sander?

Have you ever gotten something that you really wanted and were looking forward to, and after you got it wondered, “Now, what?” Like the latest power tool or a fancy new computer? Yeah, it’s awesome, but what are you going to do with it? That is sort of how I feel looking at all my new davemail stuff. The web site is better than I imagined (click HERE to view), and the collateral pieces are great, but if I don’t use them correctly, and to their fullest potential, then all of this will have been an expensive and self-indulgent waste of time.

Not that I am putting any pressure on myself.

I actually have a pretty solid plan for the implementation stage of operation davemail, but looking at the big picture right now, it seems a bit overwhelming. I have an entire white board full of ideas for getting the word out and driving traffic to the site, so it is a matter of breaking them down into bite-size pieces and working them in around the work I currently have.

That may have been the part I underestimated the most – the time needed to relaunch a business while keeping all my current clients happy along the way. And we all know that the pursuit of new clients at the expense of current ones is never a good plan.

Having said all that, I remain excited and optimistic that the changeover will pay dividends many times over this initial investment, and that with the help of my very talented and committed team, my biggest challenges will be how to grow and expand wisely.

Starting this week, you will be receiving a weekly davemail newsletter with links to my latest blog posts, industry news and practical info on subjects such as developing mailing lists and finding good content.

It also seems like a good time to move this blog (which will remain separate from the main site) to once a month. That will allow me to concentrate on my core responsibilities but still keep you in the loop regarding developments in the world of davemail – without abusing your inbox.

So, please check out http://www.mydavemail.com/, and tell your friends about it, so they can tell their friends and so on…

ECONOMIC SNAPSHOT
Dow: 8574 (a nice jump)
Unemployment Rate: 8.5% (March)
Big News: After an extra week at the Capitol, the Florida Legislature passes a $66.5 billion budget.

Week 10 -- Circling the Airport

One day, this will show up as the great undiscovered blog, because I didn't bother to tell anyone it was here. I am up to my ears in work (which is good), partially because we have been finishing up the davemail Web site. We are just about there, and I anticipate a final sign-off by tomorrow morning.

I could not be happier with it, and I am anxious to share it. Seriously no time to write more, just wanted to log in for the week. Much to share (and see) on Monday.

Week 9 -- I Can Smell It

For the past two months, I have been focused on the logistical and identity transformation of SalesTouches.com into davemail, which has included refining my message for the small arsenal of marketing and informational tools to help me spread the word. Now, as those tools are completed, it marks the close of the easy part of the process.

The Web site, while not ready to launch yesterday as hoped, is in beta (testing), and should be up and fully functional some time next week. The brochures are in and look awesome. They are unique, simple and attention-grabbing – a solid driver for future site traffic. Also done are new davemail email newsletter and e-stationary templates – ready to roll out with pertinent info as soon as the site is up.

So now the focus shifts to marketing (both traditional and online), sales, media relations (both traditional and social) and telling the story of davemail. What does it do? How is it different? Why should anyone care? That is a story I certainly enjoy telling. And I guess that will end up being my sales strategy. Share. Listen. Serve. That should work out OK.

Thanks so much for all the feedback about my needed Web site photo – how to represent the dave in davemail. I received a number of emails with some really great ideas, and I appreciate both the effort and the thought involved. We are shooting this Saturday, so you will be able to judge for yourself how we did.

We are getting close…

ECONOMIC SNAPSHOT (4/24)
Dow: 8076 (another week creeping forward)
Unemployment Rate: 8.5% (March)
Big News: Ford loses $1.4 billion in first quarter, which is good news, because it was less than expected. RIP GM's Pontiac.

Week 8 – Picture Perfect?

With the target date for the launch of the davemail Web site just a week away, most of the pieces are falling into place nicely, with one notable exception. We have yet to decide on a suitable image to depict exactly who “dave” is. Dave needs a face. Too bad it has to be mine.

Because dave is a real person and not a marketing ploy, the question is not whether or not to show me but rather HOW to show me. We are trying to avoid the typical corporate, button-down look of a standard head shot, while still looking confident, capable and trustworthy. Anything too cool would not feel authentic to anyone who knows me, so where does that leave us?

If I may be so bold, I would love your ideas on a setting, location or prop to help make the photo project an image of creativity and cleverness (related to email) without being silly. Something that says, “I would enjoy working with that guy. I trust him. I like him. I want to be his facebook friend.”

Why so much attention to a Web site photo? The answer is simple. If this were for a normal bio page photo, it honestly wouldn’t matter as much, but the fact that I am using my name is directly related to my business concept. Instead of an online sign-up form and access to do-it-yourself software, I am selling a personalized, low-tech approach that emphasizes human interaction and building professional relationships.

Those relationships require connection to a real person – a real dave. Luckily, I happen to know one. So if you have any photo ideas, I would love to hear them. Just email me HERE with your suggestions.

Regarding launch progress, the business cards are in limited circulation (I only have 992 left), the brochure is at the printer and the Web site continues its secret coding and content-management building process. Soon, my blog reminders will be replaced with a more comprehensive weekly email newsletter (imagine that) that also will provide industry news and useful tips for working with davemail.

Everything is still looking up. Thanks for following.

ECONOMIC SNAPSHOT (4/17)

Dow: 8125 (another week in the right direction)

Unemployment Rate: 8.5% (March)

Big News: Capt. Richard Phillips was saved when Navy snipers killed three Somali pirates with three simultaneous nighttime gunshots. The captain had earlier traded himself for the safety of his crew.

Week 7 – Still a Good Story

A few days ago, I had the opportunity to sit with my father-in-law for about an hour and explain the entire davemail concept and why I would be attempting to branch out in such a time as this. The younger kids were in bed, the older ones were busy and the women were running an errand. It was a perfect time to lay out the story to a willing, and sort of captive, audience.

It actually was a great exercise because I had to start from scratch. I explained the industry, the unserved niche, the financial realities and the incredible opportunity. He asked good questions and I think was confident that I was not endangering the well-being of his daughter and grandchildren. He really got it and was genuinely excited for me and the potential the business holds.

The best part was that even at around 11:30 p.m. after a long day, I was so excited after sharing my story that I couldn’t go to sleep. My mind was racing with all the tasks still to be accomplished before the relaunch, and I couldn’t wait to get to them.

And that is where I stand today. The business cards are at the printer (sample above), the brochure concept is awesome and the Web site is in back-end development. I also am working with an experienced public relations professional for some help with media relations and story pitching. (Even PR guys can use help with PR – an outside perspective and very specific media skills will prove invaluable to me.)

For the first time, I am tossing out a launch date, although as marketing expert Seth Godin says, the days of the dramatic, media-grabbing, behavior-changing launch are mostly over. But a target date is helping me see a finish line for development and a starting point for sharing my new and incredibly exciting (to me, anyway,) materials.

While a lot can happen between now and then, I am shooting for two weeks from today – April 27. In the meantime, I have messages to refine, media lists to cull and newsletter-related blogs to write. Can’t think of anything I’d rather be doing.

ECONOMIC SNAPSHOT
Dow: 8083 (up-and-down week ended slightly ahead)
Unemployment Rate: 8.5% (March)
Big News: President Obama says our economy is showing "glimmers of hope" despite continued economic difficulties.

Week 6 – 'This is What I Do' is No Longer Enough

Fewer businesses with which I have a connection closed their doors this week, so I guess that is a victory of sorts. As I was writing last week’s journal, I learned the restaurant that hosted my Chamber Leads Group for years had closed, and we would no longer have a place to meet. Prime Meridian Bank has generously offered its lobby for a couple weeks, but we still need a permanent home. Finding weekly meeting space for 50 people in northeast Tallahassee is no easy task.

But what is easy these days? Everyone is more cautious. Margins are tighter and businesses are desperately looking for ways to cut costs. Even if there is the slightest hope that the recession has bottomed out, it will be a long, tough recovery.

But that does not mean there is not opportunity. Even as we are putting the marketing materials together for the launch of davemail, I am evaluating potential new products and vetting ideas with potential customers about their viability.

How can I merge what I do with what businesses need right now? How can I meet those needs in a profitable way?

Moving from a mindset of “this is what I do” and then try to convince people to jump on board to “how can I meet a need with the skill set I have developed,” is a good first step. What I do doesn’t really matter anymore. How I use it to meet needs that are constantly evolving is much more relevant – and, I hope, profitable.

It was an exciting week behind the scenes at camp davemail. The Web site is really coming together as the home page design was finalized and the first interior pages were finished as well. This week, the focus is final approval on all Web design so the coding process can begin. The marketing brochure and logistical conversion issues also are on the front burners.

I also created a new twitter account for the business (in addition to my personal tweetings). Follow davemail at www.twitter.com/mydavemail.

It is getting more exciting every day.


ECONOMIC SNAPSHOT
Dow: 8017 (another week up)
Unemployment Rate: 8.5% (highest rate since 1983)
Big News: Since the recession began, the economy has lost 5.1 million jobs. In lighter news, Pres. Obama gives Queen Elizabeth an iPod full of showtunes.

Week 5 – Feeling Like a Salmon

The news around me this week has been a little less than encouraging. In my office building, the largest tenant just laid off two employees and cut another position to half time. The Realtor in the corner moved back to a home office to cut expenses and is working part time for another tenant providing office help. And I am investing thousands to expand my business. Am I missing something here?

I really don’t think so. The reason is that like the stock market or the overall economy, the indices we use to measure performance are made up of lots of smaller pieces – and some of those pieces are hanging in there – even thriving.

I just happen to be in an industry segment that can do well in a struggling economy because, as I have mentioned before, email newsletters are an inexpensive alternative to more traditional marketing tools. As proof of others in the industry looking to seize this opportunity, pay attention to how many banner ads you see for iContact and Constant Contact on the Web sites you visit. These very successful do-it-yourself sites are everywhere, extolling the virtues of using email marketing to boost your business.

So while many are cutting back, it does indeed make sense for me to push as hard as I can to broaden my base and increase my market share.

There, I think I convinced myself. I feel better now.

Also helping is my excitement over the design for the new davemail Web site. I love the new look and look forward to its vastly superior functionality. While I am sharing many elements of the rebranding before the official launch, I think I will keep this piece under wraps until the big day.

Business cards are done and my new toll-free number is in place. This week, I am focusing on more pieces of the site, a new brochure, some PR planning and some logistical issues for moving to a new server. All while keeping current clients happy.

It is amazing that tasks I may have once viewed as a pain, I now see as a privilege. I guess that is what a little perspective will do.


ECONOMIC SNAPSHOT
Dow: 7776 (another modest gain for the week – baby steps?)
Unemployment Rate: 8.1% (9.4% in Florida, the highest since 1976)
Big News: Obama administration forces out GM CEO Rick Wagoner, places strict requirements on future assistance for GM and Chrysler.

Week 4 – Cashing in a Little Brand Equity

Choosing the new logo and accompanying identity package was the main focus last week – along with the continued refining of Web copy. The process resembled my experience in buying our first house when we fell in love with the first home we saw but needed to see some others before we could make a decision. The logo is simple and distinctive and will serve me well for many years – just like that house.

The new logo is necessary, of course, because of the name change, which begs a much bigger question. Why change the name of something that has worked?

The short answer is that SalesTouches.com does a good job of describing the process of reaching out to existing customers/members etc., but it is sometimes viewed as a bit harsh. It is really not about sales at all (at least not at first) – it is about building relationships.

So, the new name is all about relationships – both the interaction between business and individual and the relationship my clients have with me. Unlike the do-it-yourself newsletter options, my clients trust me to be that conduit between them and their people. To communicate their vision and their desire to serve them.

Doing business with my company instead of using online software means you are doing business with me, and the new name reflects that about as well as any name could.

The new name is (wait for it…)

There you have it. How’s that for going for it? All the creative and functional aspects of the Web site and collateral pieces will be based on the concept of personal interaction. When you hire davemail, you get dave (for better or worse).

I am not a software developer, I am a writer, editor and publication manager. My clients will have to believe in me for this to reach its full potential.

Am I risking anything with the name change? Absolutely. I could lose the momentum built through the SalesTouches name, I have to educate existing clients and start all over attracting new ones. But in the long run (which is the only race I’ve entered), I really believe it will be worth it.

ECONOMIC SNAPSHOT (3/22)

Dow: 7278 (up .8% -- first two-week gain in almost a year)

Unemployment Rate: 8.1% (Feb)

Big News: National outrage over $1 million+ bonuses to at least 73 AIG execs after the company got $173 billion in government bailout funds.

Week 3 – Vulnerability and Some Backstory

Sharing the ups and downs of being aggressive in a spiraling economy is creating a certain degree of vulnerability that I am not completely comfortable with yet. I know for a fact that many of my clients are reading this, which makes me want to guard my words and spin everything upward. Yet, the second this blog fails to feel authentic, I lose credibility and most likely you as a reader.

So I pledge to “keep it real” and portray the events of my business expansion honestly and without any unnecessary filters (no one really wants to know everything).

To put the story in perspective, it would be helpful to know how we got here. I will do my best to give you the TinyURL version.

After 14 years as a professional communicator (writer, magazine editor and nationally accredited PR practitioner), I decided to take all the stuff I had learned and strike out on my own. In June of 1999, I incorporated what would become Fiore Communications, and began building clients. It has provided the means to support my family ever since.

In the fall of 2007, I was approached by a couple people about creating an email newsletter for them. There were many useful online do-it-yourself services available, but they didn’t want to mess with it at all.

Then it hit me. I had spent the last 21 years writing, editing and managing publications, and if I could figure out how to apply it to this email newsletter technology, I might really have something.

After lots of research, education and collaboration, I was able to create SalesTouches.com, a division of my company that focuses solely on the writing, design, mailing and tracking of email newsletters.

OK. No more sales pitch. The point is that it has been quite successful from my perspective, and as the economy has tanked, the need for inexpensive and effective marketing tools has exploded. But I cannot truly take advantage of the incredible opportunity that sits before me without ramping up to take my message beyond my local sphere of influence.

That is where I sit today. The writing and PR part of my business remains fairly constant, but I am focusing more and more on the newsletters and the machine that drives them. We are working on the new branding (for the new name), Web site, collateral pieces and a new way of thinking about how it all works. And at the same time, I must be ready to evolve, adapt and stay ahead of changes in technology that will change the game as we are playing it.

Thanks for sticking with me through the boring history part of the story. There are several creative deadlines next week, so I may even have something to show you. I can’t wait.

ECONOMIC SNAPSHOT
Dow: 7223 (moderate rally – best week since November)
Unemployment Rate: 8.1% (Feb.)
Big News: Ponzi schemer Bernie Madoff pleads guilty to 11 felonies and faces up to 150-year sentence.

Week 2 – Not Trying to Pull a Doug Flutie

Another rough week for the economy. Job losses up. Stocks down. If I'm not careful, this blog could start sounding awfully repetitive. But regardless of the continued economic meltdown, my resolve remains unwavering. I am still excited and enthusiastic, with a twinge of urgency mixed in, to repackage and expand my product and get it out there. I am ready to get version 2.0 of my business rolling, but first things first.

I received several notes of concern after last week’s posting from those who wondered if I was on the verge of bankruptcy and was attempting some kind of Hail Mary to stay afloat. The truth is that I have been month-to-month for years, with the combination of regular income and special projects creating sufficient funds to meet payroll regularly and consistently. The same is true today. So, no worries there.

The difference is that the world is changing before our eyes, and if I don’t make a move to enhance my presence and get my business in front of a lot more potential customers pretty quickly, then I don’t know what will happen. None of us do. I simply need more customers, and I am not going to sit around and hope they stumble upon me. I am working to create the infrastructure I need to handle lots more customers, and then I am going to go get them. And it all starts in the next month or so.

The process has actually already begun. We have decided on a logo for the new name. The copy is written for the home page of the new Web site and the design process is underway. I grabbed a couple new clients last week, so that is always encouraging. And I have received feedback about how what I am offering is making a difference and helping other businesses be successful.

That is probably what I like best about this whole thing. If I am successful, then that means that a lot of other companies are too. Together, we will chip away at the doom-and-gloom monster, keep our heads up and do some business.

So what exactly is my business? More on that (plus a progress report) next week.

ECONOMIC SNAPSHOT
Dow: 6626 (roughly half the value of less than two years ago)
Unemployment Rate: 8.1%
Big News: 2.6 million jobs lost in the last four months

Week 1 -- Introduction

I am a small-business owner in Tallahassee, Florida, who has decided that I have no choice but to be aggressive in the fight to keep my company alive. Becuase I sometimes depend on the contracted skills of others to deliver the services I offer, I have more flexibility than some, but less margin for error than most.

A bad couple of months, and I am done. No lines of credit to bail me out. No huge retainer clients to insulate me from the ups and downs other businesses are facing. In fact, because I am strictly B2B, my only hope for survival is to convince the very businesses that are themselves struggling to keep their doors open that I am part of the solution. That partnering with me is worth the risk. I believe it is, and I am betting that enough of them will agree with me.

I am currently completing negotiations with a leading new media firm to reinvent my brand, my Web site and my shot at reaching the kind of national audience that is necessary to achieve my goals. I can no longer go half-way. I'm all-in.

This blog will chronicle my adventure.

ECONOMIC SNAPSHOT
Dow: 7062 (near 12-year low)
Unemployment Rate: 7.6 % (Jan)
Big News: Sorting through the Obama Stimulus Plan

Next week: Some Backstory