Archive for April, 2012

Expose Yourself, Create Ripples, and Leave Footprints

Hi. I’m Bob. I’m a marketing guy and a nudist. You might say I know a thing or two about exposure.

Water Footprint www.successundressed.comI’m also a small business owner and, statistically speaking, I know that there are thousands of you who own small or medium-sized businesses, or own and operate nudist clubs, or simply care about others who struggle to succeed in a competitive marketplace. Believe me; I face those same challenges every day. That’s why I wanted to do this blog. For you. For me. For us.

But before we begin navigating those challenges and charting a course to success, bear (bare?) with me for a little backstory…

I’ve been an AANR (American Association for Nude Recreation) member for several years, and in 2010, I had the honor of being chosen by the organization’s leaders to assist with the redesign of AANR.com. The website project was a great opportunity to help AANR strategize, visualize and realize a more empowered use of technology to expand connections with current members and clubs while also reaching out to the nude-curious. I also produced an explanatory video to introduce the new site to AANR’s extended leadership. Because I was able to work with AANR in these ways, I became more attuned to AANR’s vision and its challenges. I recognize the issues of those in the business of nudism, and I strongly identify with nudists who own and operate businesses in mainstream markets.

Now, back to our program…

AANR Home Page 04302012One of the problems facing the small business operator today, nudist or not, is knowing which way to turn with branding and marketing. Frankly, there is too much information available. What’s my solution? More information, of course! But here’s the difference:  I’m going to share with you some insights into branding, marketing, business communications, graphics and Web design that have their foundation in something we know, love and share: nudism. You are reading the first in what will be a series of posts, and perhaps even an e-book, showing how you can “Use the Lessons of Nudism to Shamelessly Build Your Brand and Market Your Business (in an Age of Exposure and Transparency).”

Make no mistake: success can be elusive. The information, tools, methods and skills necessary to achieve it are moving targets. It helps to remember that success isn’t really a destination; it’s a journey. So let’s get started with some fundamental principles to start us moving in the right direction:

Expose Yourself (as a Professional)

If you carefully, proudly and expertly provide solutions to your prospects’ needs, you will become known as a trusted professional. Professionalism is about performance; it is not about looking the part because you are dressed to the nines (perish the thought!). Nonetheless, even if you are an outstanding solution provider, you can still struggle to succeed. Probably the biggest obstacle to being perceived as a professional lies in poor communication skills. Nobody’s perfect, of course (not even word processing spell checkers are foolproof), but in today’s fire-first-aim-later culture, yours is an uphill battle if you struggle to communicate as a professional. Keep in mind, however, that you don’t have to be an expert communicator to share expertly crafted communications. The most professional thing you can do in business is to recognize your limitations and hire experts in those areas to help you look your best. If you are not an excellent writer, hire a freelancer to ghostwrite for you. Can’t spell your way out of a paper bag? Hire a meticulous editor. Does your logo or business card look amateurish? Hire a skilled graphic designer. (And yes, I’m available for all of the above. Want to learn more? Contact me!)

Create Ripples

Effective marketing takes many forms, but the idea is always to create thought-provoking influence, or ripples, that lead to establishing a customer relationship. For many smaller businesses, well-crafted “drip marketing” via continuing value-added communications can build awareness and, over time, create long-term profitable relationships. We’ll “dive in” to the pool of marketing tactics as we continue with this series.

Leave Footprints

If you act professionally, continually share information your targets will value, and delight them with a job well done when given the chance, you will leave indelible footprints along your business path. If this is your goal, it can also be your business legacy.

So it is with these principles in mind that we begin our journey. It won’t be easy. Never is. But with the focus and clarity to be found in our common passion – nudism – we can cut through the unnecessary layers and ultimately achieve… success undressed.

I’d love to hear about your business challenges. Wanna start or join a conversation?

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