March 3, 2010

When to Hire an Expert, Part 2... Build Your Marketing
Campaign Around Your Identity... It Can Pay to Be Honest...
"Stretch" Your Success with These Hot Info Topics... and More.

On Monday, I talked about why you should hire an expert to handle some of the aspects of your growing business. Today, I'll talk about where to find these experts and how to convince them to join your company.

In this economy, which is still in recovery phase, there is a large number of skilled professionals looking for work. These people have been laid off due to the recession and have found the traditional job market thin. And this is an advantage for you, as an entrepreneur with a growing business, looking for expert help.

The first step is to look at your competitors in your industry, big and small. Don't be intimidated by contacting someone from a huge multi-national corporation. You might be surprised to find out that some very skilled people are looking for a new challenge.

Use the various social networking sites, especially Linkedin.com, to find people in your industry. There are a ton of people on the network that you can search for by location and industry that could very well fit the bill.

There are also your current business associates. If you have someone you deal with who manufactures your product, for example, they might know someone in your industry looking for a new job. Don't be shy to ask if they know anyone who is looking.

Okay, so let's say you've found someone who is looking for a job, who might be perfect to add to your company. The problem is that she might be currently working for a big corporation that pays her an outrageous salary that you can't afford. How can you convince her to join your little startup?

Well, what you have to realize is that "short-term" money isn't always the number one concern of a potential new hire. In fact, a lot of professionals I've spoken to who have moved on from large corporations to smaller businesses cite the challenge of building a successful new business as the number one reason they move.

A lot of big corporations have ceilings that some of these experts won't be able to break for decades, if at all. What you're offering is a ground-floor opportunity. You might not be able to compete with their current or past salaries, but you can offer them something else: a chance to grow with the company.

If they're confident in their abilities (which they definitely should be), then there's no reason why they wouldn't accept an option like equity in the company or a percentage of profits in exchange for a lower salary to start.

You can also hire these people on a short-term contract to start. Have them invoice you as a freelancer instead of having them join you full-time. Sometimes, a part-time expert is all you need and, if the situation changes, at least you have a candidate who you've got a relationship with.

The one thing you have to realize is that there are parts of your business that you cannot do for yourself if you want to grow. Once you reach a certain point in your business, you will have to find an expert to handle parts of your business that you might not be as experienced in. But don't be afraid to find the top person. Even if they're well-established, they might be willing to take a chance on you and your business ideas.

A solid marketing campaign is built around one thing: your identity. Who are you? What do you sell/do? What do you represent? How do you do business?

A prospective client might have one look at something like your company logo and be able to determine if you're the type of company he/she wants to deal with. I'm sure you've flipped through the phone book looking for a plumber or a lawn-care specialist and have seen a logo and name that attracted you, and you made the call because of that attraction.

Before a small business has an established customer base to spread word of its products or services, it relies heavily on its new customers' perception. Before you have your first few clients, all you have is your image. A company logo is not merely a symbol to make your stationary look sharp; it's a way for consumers to identify you among the competition.

A professional company logo should convey a message. It should be memorable and unique. A great logo comes with the idea that you will recognize it when you see it. Think of some of the most effective logos that have been embedded in our memories.

Coca-Cola is a great example of a company that uses a logo or a stylized rendition of a name. The name Coca-Cola is written in a classic style, and that's the image it portrays: a classic product the quality of which is timeless. It portrays nostalgia and tradition in a symbol.

An effective logo can convey professionalism and, just as true, a poorly designed one can portray your company negatively. It's important to have your logo professionally designed because, though you are responsible for determining what message you want to convey, very few people can turn on a computer and design a graphic that will show that message.

If you've found someone to design a logo for you, you need to communicate to them exactly what you want. It's important to be specific. Even though they are handling the creative aspect of the design, it's still up to you in the end to approve the design, and you have to live with it.

Tell them who your target market is. They should know what message you want to communicate...what the industry is and what the competition's logos look like...whether you want a logotype or just a graphic.

Many companies also include a slogan to establish their identity. Some names are difficult to categorize into a particular industry, so having a unique phrase to describe what your company is all about can also be extremely useful.

If you do happen to have a company slogan, then tell the designer what it is. It's up to you what the logo should project, so provide the designer with as much information as you can.

Once you've settled on a design that reflects your business, you need to ensure that it is original and will remain yours. Having a logo trademarked requires that a design search be performed.

The U.S. Patent and Trademark Office has all the information on trademarks you could possibly need, including the option to file online.

It can pay to be honest.

This may come as quite a surprise, but, for the past 140 years, the IRS has run an informant program. It pays -- quite handsomely -- for information about people who've been cheating on their taxes. Informants can receive from 15%-30% of the underpaid amount, up to a maximum of $10.0 million.

In order to participate in this program, you're going to need to know the possible tax cheater fairly well. The IRS requires informants to complete a detailed claim that contains personal information like their social security number, address and birthday. When you fill out the form, however, your name is left anonymous. The IRS then investigates your claim, and you're rewarded if your claims are true.

For the year 2008, the IRS has received information from over 470 informants about over 1,200 taxpayers. The best part is that the IRS says the program has been "successful," which translates to: "informants are getting paid."

Of course, it's not worthwhile to simply rat out just anyone who you dislike. For your claim to be rewarded, the culprit must owe roughly $2.0 million in back taxes, interest and penalties.

However, if someone you know -- or a business -- has been cheating on their taxes, it could very well add up to this amount, depending on the length of time they've been scamming the system. Business associates, managers and owners could all be fair game. Just make sure you have the proof you need!

By proof, I mean actually knowing that fraud is being committed. Suspicious activity can sometimes be explained, so, unless you're sure, do not go around accusing others.

Some of you may be saying to yourself that, no matter what, you'd never be a "rat." That's fair. No one wants to be known as an informant. Sometimes, however, it may be important to consider the circumstances.

Why should you be working your tail off, stressing about filing your taxes and losing out on your money when these people take advantage of you and the system? It's simply not fair and you should be compensated if you know someone who is
cheating.

For more information about this, visit the IRS' web site at http://www.irs.gov or call the tip line at 1 (800) 829-0433.

** "Stretch" Your Success with These Hot Info Topics
By James Burt, Online Marketing Expert

Starting an info marketing business with some simple topics sounds easy, especially ones that are familiar to everyone. In- depth information on car repair, sports stats, and even computer upgrades is something most people can use and are willing to pay for.

However, there are plenty of topics you may not have considered yet. If you asked the general public about things like yoga, organic food, and meditation even 15 years ago, chances are you would have gotten more than one blank stare.

But times have changed. The thing is that these topics are actually a part of many lives these days. In spite of whatever preconceptions you might have had about it, "New Age" activities have benefits for many people, perhaps in your own family or social circles. For the physically challenged, the routines of yoga are the only exercise they can get. A belief in a New Age philosophy helps people deal with their own stresses better than any other religion or belief that they held before. And often people gain a body of friends when involved with New Age groups.

New Age is here to stay and it is something that the public is gradually adapting to. The sad part is that there are still loads of people out there who just aren't "hip" to it but would like to be. They need good information on it and how they can become more involved in it.

Sound interesting to you? Great; here are some popular New Age information marketing topics:

--- Yoga: So...are you into Bikram or the intense workout of hot yoga? Where's the best place to get a good mat? Better yet, where are the best studios with the best, most versatile instructors? As I mentioned, there are loads of people out there who need yoga as a source of physical activity due to an injury that limits them from other sports. Even more so, there are people who want to know more about yoga, but just don't how to get started. Yoga info, from which studios are the best, to what techniques are the best, to what new products -- e.g. videos, books -- are available, is something that is a hot info source these days and a great way to establish an info marketing business.

--- Meditation/spirituality: There are loads of jokes about people sitting alone in a cross-legged position, humming, and struggling to find their mantra. And it's very true: in a world where Christian religious values are completely different from others originating halfway across the world, the rituals of New Age meditation and spirituality do seem a bit odd at first. But, like yoga, the public attitude towards this has changed. People wanting a more meaningful spiritual enlightenment often seek out newer forms of meditation and spirituality from a peer group, meditation center, or even a maharishi of some kind. But how does one meditate? Who are the best authorities on the subject? What techniques and/or mental conditions are necessary? If you know anything about any of these topics, you could be a well-received aid to many people out there seeking info "enlightenment."

--- Diet: Food is one of the most enjoyable aspects of being human. But many people, for either health or philosophical reasons, opt for a new age diet to better suit themselves and their lifestyle. Organic food, whole food, and even a vegetarian or vegan diet can bring about both a physical and spiritual satisfaction for people concerned about their consumption. Right in my neighborhood, there are loads of shops that are devoted strictly to organic food and a new food lifestyle. Perhaps there is one in your area, too. Perhaps there are people like you who want more info about New Age diets. Perhaps you should get going on an info product to cater to this...!

--- Alternative medicine: I have encountered those people who were sick and, out of frustration, abandoned conventional medicine for newer, more alternative methods. They had success and continue to use these alternative healing agents to this day. They feel better about the sources of their medication or healing techniques and live a healthier lifestyle. This might be something you've experienced as well and alternative medicine is something you have experience with. If so, trust me when I advise you on getting going with an info product about it -- there are loads of us out there who would love to know more.

People are more concerned about their well-being than ever. Whether it's how they are active, what they put into their body, or whatever spiritual matters they have, people want what's best for them. New Age techniques are often the way they can find resolutions to whatever concerns they have for themselves. And you could be that person that provides that necessary information to consumers globally.