Be Inspired With True Stories Of Success

Are Small Businesses Doomed to Fail?

As an entrepreneur, business is usually at least in the back of the mind, and most of us spend time thinking about plans for the new year. I’ve been thinking about how I can help meet the needs of the business owners I work with this year; what can I write about that would be helpful?

Actually, 80% of Small Businesses Succeed (at least for a while).

How often do you read articles about the high rate of failure in small business? Personally, I’m tired of it. When I want to do something better I always find it much more informative and helpful to see how people succeed at what I want to learn.

It is often easier to focus on failure than success. Kind of sad isn’t it, but we are more likely to see what we’re doing wrong than right.

Let’s Focus On What Business Does Well


So, I decided to talk about some of the issues we all face as we pursue the work we love but also what positive things can we learn from those who succeed. And to do that, I get to do one of my favorite things- talk to folks who are passionate about what they do and love to share it.

I’m off this morning to talk to the owners of  Tough Cookie Bakery here in Bastrop, Texas.

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Have you ever had pretzel bread? I hadn’t until I met these folks when they were selling at the Farmer’s Market – if you love soft pretzels as much as I do, you’ve got to try it!  Now six years later they have a successful bakery/cafe.


Yes, I said SIX years. They have stuck it out through adversity, continued pursuing their passion with a great attitude and people love them.

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I love this story of grit which they posted on Facebook. Read their story, it will inspire you, and I’ll be back tomorrow with more of their story.

In the meantime, I’m heading to the bakery.No automatic alt text available.

Number One Thing You Need To Know About Your Business

The #1 Thing: Your Business is Not About You

Your business doesn’t revolve around you and mine does not exist because of me.

Yes, we put the work, money, sweat, and tears into it- and it’s easy to feel that it’s centered around us.

“What’s in it for me?” is what the customer wants to know. If we forget that, we will be in trouble.

I Want to Share a Personal Story With You

Years ago, pursuing a lifelong dream, I started a dog kennel- raising top quality German Shepherd Dogs for pets and service dogs.

I had amazing dogs whose bloodlines hearkened back to the foundations of the breed- some arrived directly from Germany, Belgium, and Czechoslovakia. All of them had the best training, conformation, and health.

On my website, I had their pedigrees and photos.

But, I was struggling to sell my pups, and with 22 dogs- they were eating a lot!

Five Things You Want to Know Before You Buy a Puppy

I had a picture in my mind of who might buy my dogs but, I wasn’t answering her questions when she thought of buying a new puppy.

  1. “What are his parents like?”
  2. “How likely is my dog to have a long and healthy life?”
  3. “Will this pup fit in my home?”
  4. “What if he doesn’t have the temperament I want?”
  5. “If this dog doesn’t work out, can I get my money back?”

Give the Customer What He Wants

A talented website designer convinced me to invest in a high-quality site. I put an incredible amount of time into writing content that detailed how I raised and socialized each puppy according to the most up-to-date canine behavior information available.

There were lots of photos illustrating the pups’ daily lives- socializing at the airport, playing with kittens and kids, chasing balls.

I included copies of their parents’ hip x-rays and other health information and explained their carefully formatted diet

Each pup received multiple photo sessions, accenting their best characteristics. They were so cute- who could resist?

Especially with my 100% satisfaction guarantee.

Lastly, I invested in some paid Google pay-per-click advertising.

One of My Most Amazing Experiences

Now I had a waiting list of people wanting puppies at three times the price!

It was a lesson I try never to forget. My dogs and their care hadn’t changed. I put myself in my customer’s place and provided the information they needed.

My website looked more professional and as my designer told me, “People actually are more confident when they feel they are paying more and getting the best.”

 You Should Think Like Your Customer

Even though I’ve been an entrepreneur for a long time, I still need to keep this statement in mind.

Studying target customers and developing a persona is crucial, however, don’t stop there.

  • What questions do your clients have?
  • Are you highlighting how you meet their needs?
  • Why is your business their best choice?

Content writing can illustrate the best things your business is doing. Whether you do it yourself or hire some help, don’t miss this chance to connect with your customer. 

According to this recent article, 70% of businesses who sell to other businesses (B2B), are planning to increase the amount of content they are posting in 2018.

Answer questions, demonstrate your competence, entertain and inspire-great writing can do all this and more.

Contact me to discuss how content can boost your bottom line in the new year.


Five Myths That Will Hurt Your Nonprofit Success

There were 1.5 million registered nonprofits in the United States in 2016 and they all hope to have success in doing good.  Take a look at some of the myths which can doom your efforts.

Myth # 1.  My Nonprofit Doesn’t Need a Marketing Strategy.

What you do matters. Helping homeless people, improving the environment, or caring for shelter pets; it’s important.

You contribute to the well-being of others and need a strategy to let people know.

A marketing strategy helps prioritize your goals and defines how you will reach them.

Myth # 2.  We Don’t Need a Catchy Mission Statement.

In his book, The Five Most Important Questions You Will Ever Ask About Your Organization, Peter Drucker wrote,  “The effective mission statement is short and sharply focused. It should fit on a T-shirt.”

He then added, “It must be clear, and it must inspire. Every board member, volunteer, and staff person should be able to see the mission and say, ‘Yes. This is something I want to be remembered for.’”

A good mission statement tells what you do and why we should care. Put more effort into crafting a meaningful message than a for-profit business does.

Myth # 3.  Personas? Demographics? Market Research? Who Has Time For That?

You do- or you better find it! When you understand the people you serve, those who support your efforts, and the people who don’t know you exist; you can reach them.

People buy things (or develop loyalty to a nonprofit)  for a reason.  Your organization may help them reach personal goals, fill desires, make their lives better or solve problems. It is critical to know which needs you fill.

Even volunteers and donors have motives you might not easily recognize; they may be entirely altruistic, they may want to be part of something meaningful or to satisfy community service requirements. 

Myth # 4.  Marketing? But We Don’t Sell Anything?

Again, yes you do! In fact, you need to market to your board and financial backers, the users of your service, and those who can help by volunteering.

If you don’t reach people with your story- of needs and success- you will miss the chance to connect.  You have the ingredients that most businesses yearn for; a compelling mission,  changed lives, and a story to tell. Make the most of them.

Myth # 5.  We Don’t Have Time or Money to Spend on a Website.

When a person visits your website she has questions.

  • What you do and who you do it for?
  • Where does your money come from and what are your expenses?
  • Do you have a strategic plan to accomplish your mission?
  • How can I donate or become involved as a volunteer?
  • Who is on your board of directors?
  • What are your successes?
  • Is there social proof or testimonials?

I visited ten websites of nonprofit groups near Austin, Texas. Wow! There are plenty of great, committed people doing inspiring things.

Only a few of them answered most of my questions and moved me to become involved.

My favorites included TreeFolks. Their mission is wide-ranging, but I could tell what they do- community building, reforestation, education, and growing the urban forest.

Austin Pets Alive is also a winner. Their mission statement is clear.  “Austin Pets Alive! is not your average animal shelter. We maintain comprehensive, innovative programs designed to save the animals most at risk for euthanasia.”

The other organizations appeared to have worthwhile goals but left me with questions. You may only get one chance to gain a fan, so don’t lose the opportunity to connect.

In Conclusion

Boldly tell your board that marketing is an essential part of your mission and worth investing time and money. Don’t let these common myths erode the success of your organization.

If I can help you with the written content you need, please ask.

Crossroads Chronicles offers reduced rates for 501c (3) nonprofits and we can do some pro bono jobs, as the schedule allows.


Use Plain Language to Quickly Improve Your Message

How often have you read something like this? Does it make you want to visit the library?


The Anytown Public Library provides residents of any age opportunities to find and use information in many formats as they pursue personal growth and education throughout their lives. It helps them develop their ability to find and evaluate information used daily and all life long. It provides materials and programs relevant to contemporary issues and interests that enlighten, inform, and entertain.

One of my favorite tips comes from William Zinsser’s book, On Writing Well, in which he says, “Clear thinking becomes clear writing; one can’t exist without the other.”

The challenge is to actually think clearly and here are some basic tips.

Don’t Forget the Rules of Writing for the Public!

If people don’t understand what you’re saying what’s the point? There’s a campaign to change the way the government writes and even the I.R.S. site showed improvement when I checked recently!

President Obama signed the Plain Writing Act in 2010 which requires that federal agencies use “clear Government communication that the public can understand and use”.

Can’t argue with that. It further explains that:

     Plain language (also called Plain English) is communication your audience can understand the first time they read or hear it. Language plain to one set of readers may not be plain to others.

    Written material is in plain language if your audience can

     Find what they need;

     Understand what they find; and

     Use what they find to meet their needs.    (from

Tips to Improve Your Message With Plain Language

  1. Know your audience- if you are writing an academic paper, dissertation or an article for The Atlantic Monthly; your style will differ from a memo, website, or blog post.
  2. Use a conversational style and common, everyday words.
  3.  Imagine yourself speaking to one real person.
  4.  Write short sentences and use an easy-to-read format.
  5.  Avoid jargon prevalent in your industry such as: core competencies, scalable, or other corporate gibberish. Say what you mean.
  6.  Use an active voice. Your writing will be more interesting.

If you are an avid reader and word geek, you may find the ubiquitous presence of a plethora of complicated words invading your prose. (hint: don’t write like this).

Can We Improve the Library Mission Statement?

The Anytown Public Library has books, movies, music, computers and more for your education and entertainment.

You can learn a lot at the library, and we can help. 

Enjoy our programs for the whole family.

Make writing plainly part of your mission.  Your readers will thank you.

I have been working with my local Bastrop Public Library as they update their mission statement and evaluate how they can better meet the needs of the community.

The staff has chosen this great tagline, “Connect, Learn, Enjoy”, which incorporates all the products and services that they provide and is short, clear, and memorable. It meets the suggestion of Peter F. Drucker who stated in this essential book, “The effective mission statement is short and sharply focused. It should fit on a T-shirt.”

“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.” David McCullough

How To Design An Incredible Marketing Plan To Make More Money


“My sales aren’t where they need to be!” You’re sure of that but coming up with a marketing plan to get more business can be hard!

If you can’t tell a marketing plan from a marketing strategy, I can help. Here are the steps to develop a successful campaign to reach your business goals and make more money.

A lot of marketing terms are confusing, so, first, I want to define what some of them mean.  

Whether you choose digital or more traditional marketing, you will use these four elements.

Marketing is the entire process of transferring goods or services from the producer to the customer. It includes determining what people want, delivering it, and evaluating consumer satisfaction.

Promotion includes most of what we do to encourage people to use a product or service through advertising or publicity.

Public relations is a planned approach to helping people think well of your business or product, usually through free articles in the mass media or by connection to charitable organizations or events.

Publicity is a story or article carried by the mass media. We can’t control the slant of the story but, we hope it encourages people to use our product or service by presenting a good image to the public.

Advertising. Everyone knows this one!  Paid announcements to promote products or services.

Identify Your Brand & Get Tons of Raving Fans

Branding has two parts.

1) establishing a strong link between a company and its logo/typeface/picture or name/phrase.

2) developing the ‘personality’ of your product and service, establish the characteristics that should come to mind when people think of you. Branding helps build loyalty.

Raving Fans. This term is the title of a book by Ken Blanchard and has become a common word to describe people who have such good opinions of your business they influence others to use it.  

Achieve Your Marketing Goals

A marketing strategy is the overall marketing goal; you need to complete your business plan. It is the ‘thinking’ that happens before you start ‘doing.’

The marketing plan is your action plan to fulfill your strategy.

Implementation is the actual process you will take to achieve your marketing plan.

Equally importantly, you will want to Analyze as you implement each step in your marketing plan and ask these questions:

  • Are you getting the results you want?
  • Have you given it enough time?
  • Can you change or improve your results or is it time to try something new?
  • What is the dollar return on your marketing investment?

Define Long-Term and Short-Term Goals to Get Results

By now, you’ve defined your Target Customer and identified your Unique Value Proposition (UVP). You can use that information to keep your marketing strategy in line with who your customer is and the benefits they need.

Even if you hire a marketing agency, to do a good job, they will need this information. When I write for a business, this is the first information that I need in order to effectively target content. 

I love acronyms. I really do! They help us remember things that are important and here’s a good one to help with setting goals.

S-M-A-R-T Goals are:

Specific  Is your goal defined?

Measurable  Can you track your goal?

Aspirational   It should inspire you, so go for it!

Realistic  Is it an attainable goal?

Time-Bound  When do you want to reach this goal?

It is helpful to set financial goals as well as other benchmarks you want your business to reach; both long-term, maybe five years,  and short- term, perhaps six months.

Don’t make it too complicated at this point; I’d suggest just a couple of goals, so you don’t get stuck her


A Great Tool- The Four P’s of Marketing

Briefly, the four P’s are:

Product (or Service) What do you have that your customer will want? Why will they want it? What makes it unique or different?

Price- Obviously, what you charge, but it is it a good value for what you offer? How does your price compare with competitors?

Place- Where can people get it? Online? In a store?

Promote- What are you going to do to convince people to use your product or service?

You should already have this information figured out from your UVP, but it’s helpful to put it in this format.

To better understand the 4 P’s of marketing, watch this short video.

The Last Acronym for the Week…A.I.D.A.

This mnemonic stands for Awareness, Interest, Desire, Action; and it describes the process a person goes through as they move from ‘not knowing you exist’ to becoming a customer.

Your mission is to find out ways to move them along. First, you must decide where your potential clients are.

A– Are they even aware you exist?

I–  How interested are they?  Can you demonstrate you can help them solve a problem?

D– Do they want what you have to offer?

A– How can you help them take action on that belief?

For instance, if your plan calls for increasing the average sale total for each customer, your marketing will be different from a startup that is trying to let potential buyers know that they exist.


The next article will return to our fictional business, Bob’s Auto Repair, and show you how he might work through this process.

In the meantime, please contact me if you have any questions or comments.




Tested Methods to Create Your Unique Value Proposition

I think you’ll agree with me: it’s difficult to brag about ourselves; whether it’s the ‘About’ page on our website or crafting a Unique Value Proposition, it can be super-hard.

However, if we can’t define what’s special about ourselves and our business, how will we convince customers to spend their money with us?

Unique Value Proposition/ Unique Selling Proposition, It’s the Same Thing

The tricky word in these statements is Unique, so take a look at the definition in the Oxford Dictionary of the English Language:

Being the only one of its kind; unlike anything else. Belonging or connected to (one particular person, place, or thing). Particularly remarkable, special, or unusual.

What Makes Your Business Unique?

Remarkable? Special? Unusual? Not easy, but take a look at what Seth Godin said about it.   He can take a complicated concept and make it clear like nobody else. To quote him, “What do you do that’s worth talking about?” It’s what he calls, “The Purple Cow,” and it gets attention.

Your Purple Cow can be hard to come up with, so keep reading for a couple of tips.

 Why are you doing what you’re doing? (if you didn’t need the money, why would you do it? What do you love about it?)

  •          Your answer to this question often reveals your passion. Without question, loving your work is not too common, and it differentiates your business.

For instance, if you own a bookstore and are a raging bibliophile, you will be able to recommend titles better than a clerk who had worked at only a hardware store! Amazon still doesn’t talk to you and share their favorite book as you do.

Look at what The Strand Bookstore in New York City did to emphasize the level of knowledge required to work there! And it just so happened they got a write-up in the NY Times, too.

 What one thing do you do better or different than your competition?

  •  Without a doubt, you better come up with something here, or your business will be in trouble! For instance, you may not be the biggest or cheapest, but you can be more experienced or friendly.

So, brag about yourself!  If you run a pizzeria, talk about how you use Grandmama’s recipe, organic fresh-picked San Marzano tomatoes, and cook every pie in a wood-fired oven for taste ‘just like you’re in Italy.’ And nobody else in town does all these things just like you do, especially the franchise on the corner.

  What do your customers like about you, your product or service?

  •   Actually, you can ask them! Conduct a brief survey of existing customers and find out why they choose you.

Ask things such as: What do you like most about my service or product? Why have you kept returning for five years? If you were to encourage your best friend to come here- why?

You may be surprised at the answers, but it will give you an insight into what your customers like about you.

The Unique Value Proposition of Bob’s Auto Repair

Let’s go back to the example I used in the Mission Statement article.

Bob’s Auto Repair is an auto-service business serving Central Texas. Our passion is providing honest, efficient service and repair at a fair price.

Here’s Bob’s answer to question one about why he loves his business. It gives us  a clue about how his business is Unique:

“I  love diagnosing broken autos and figuring out how to repair them. I am restoring an old Bronco at home in my  garage. It makes me happy to see people excited to get their car back, running again.”

He believes his Unique Advantage is, “I am crazy about what I do, and I love having satisfied customers. They know my shop is honest, reliable, and efficient.”

His response to questions two and three shows us how it provides the Value Proposition:

“Customers tell me over-and-over they trust me and my honest mechanics. My shop almost always gets their vehicles back when promised. If there are unexpected delays in getting a part, I keep them updated. I often hear other shops suggest unnecessary repairs and pad their bills with extra charges.”

Bob describes his Unique Advantage as “I am passionate about what I do and about having satisfied customers. People realize we are honest, reliable, and efficient.”

Put all these elements together, and he might come up with a Unique Value Proposition like this:

You love your car- so do we! Fixed right, on time, every time;  no hidden charges.

Or, he could go with a headline and a few bullet points:

You know what you need. So do we. Every time, all the time.

  • Fast service
  • Expertly done
  • Honest prices

Remember, You Have to Sell Yourself Before You Sell Your Product

The upshot of all this is, start considering your Unique Advantage. I guarantee it will be useful to you as we discuss how these three things will make your marketing more efficient:

Know Your Target Audience.

Define Your Mission Statement.

Nail Your Unique Value Proposition.

Let me know if you get stuck or if you need help with these essential business elements; I love to talk business!








How to Target Your Customer Profile for Maximum Profit

To hit the marketing bull’s eye, you’ve got to have a target.

Do you know bona fide, research-based methods exist that you can use to define your customer profile?

You need to decide which social media to post on, which benefits of your service or product to highlight and the best keywords to use in your writing and here’s an effective way to do it.

Customer profile, avatar, ideal or target customer – these words describe a focused image based on three things; the demographics and psychographics of your client and creating a detailed picture of him or her.

1. Demographics are statistics about a group which includes:

  • Gender
  • Age
  • Income
  • Education
  • Occupation
  • Geographic location
  • Marital status
  • Parent?
  • Renter or homeowner

Do you ever wonder why stores ask your zip code when you check out? That’s because it shows so much about you.

If you have a mailing list (I hope so!), you have their addresses. If not, start by using a good zip code finder/map to find the boundaries of your customers’ neighborhoods.  

When your business is virtual, or not yet up-and-running, use a zip code where you think your customer would live.

Check out this free, easy-to-use website. Enter the zip code of the area that interests you. Choose from the menu on the left for details.

You can also get zip codes of visitors from your website analytics and use them for research.

2. Psychographics identify personality, values and interests.

People buy things for a reason; to help them reach personal goals, fill desires, make their lives better or solve problems.

These choices depend on their:

  • Beliefs and opinions
  • Interests (sports, travel, pet ownership, parenting, fitness)
  • Activities (hobbies, TV shows, shopping, how they spend their free time)
  • Goals, dreams, and wishes
  • Personality and values
  • Lifestyle
  • Spending habits
  • Worries and fears

I know you have more than one type of customer but start by imagining one of your most ideal ones. If you are a start-up, imagine the perfect client and where they might live.

Again, you can benefit from the data already collected by using a free psychographic tool which will provide accurate information on that area’s residents.

There are also useful examples of customer profiles based on their information.

3.  Pull the information together to write a Customer Profile.

At this point, use your own business as a reference to develop your perfect patron.

To illustrate, imagine you are selling high-end, organic pet food. Made from human-quality ingredients and formulated by veterinary nutrition experts; it is delivered, frozen, to the customer’s home.

You could assume that all pet owners will want to buy your product. However, you will be far more successful if you segment your market and target, likely consumers.

To demonstrate,  enter the zip code 78703 in Austin, Texas.  You see 60% of the residents could be potential customers, based on income alone, and moreover, you can gain insight into their behavior and buying patterns.  

Combined with the information from Factfinder, you now understand a lot about the residents here. Specifically, you see that:

  • 27% of the families have an income over $200,000.00.
  • Women are the majority of residents, 68%.
  • The average age is 36.
  • The majority of people work in management, business, science and the arts.
  • Over 80% are college graduates or have advanced degrees.

From previous research, I know that 36.5% of families in the United States own a dog and 30.4% have a cat in the household, so you can feel confident that this is an ideal market for your healthy, organic pet food!

So, who would your ideal consumer be? We will call her Erin, she is a 55-year-old female with $400,000.00 in household income.

Demographic profile

She has advanced degrees in accounting and business.

As a self-employed financial consultant, she travels frequently.

Erin and her husband own a luxury condo downtown.

They aren’t parents, but a well-loved dog is part of the family.

Now we will add her psychographic information

  • Beliefs and opinions- hard work and education are rewarded by higher income


  • Interests- travel, investing, reading, luxury decorating, her Pomeranian dog, yoga, and Pilates


  • Information sources- relies on personal recommendations from friends but also spends substantial time online. She uses mobile devices and depends on statistics and data when making decisions.


  • Activities- She spends free time at home, visiting with close family and friends, dining out at gourmet restaurants, and overseas travel


  • Goals, dreams, and wishes- She enjoys being free from financial pressure and is proud of her successful business. She would like more time to relax.


  • Personality and values– Hard-driving, competitive nature, honed by years of success in a fast-paced career. She expects others to perform up to her standards.


  • Lifestyle- Organized, she still favors a scheduled life, with time blocked out for work, fitness, and favorite activities.


  • Spending habits- She values convenience and insists on the quality of the purchases she makes.


  • Worries and fears-  Reaching mid-life, she worries about her health and fitness, the well-being of her family and beloved dog, Pixie.

Undoubtedly, you don’t have all this information, so by all means, guess on some of the points and use your imagination. As you interview customers in real-life, fine tune it and add more personas for the primary customer types.

You can hire market analysts who access detailed information and can provide your business with complete profiles as well.

I Challenge You to Create Your Profitable Customer Profile

Get started on defining the profiles of your customers today! Without a doubt, it will take work to form a precise picture, but it will be one of your most-used business tools.

It’s an essential component of all the writing I do and results in the effective communication of your message.

If you need help, please email me today for a free one-hour consultation on how well-researched content can boost your profits.

The next article in this marketing series will talk about integrating the benefits of your product or service with potential markets and your customer profile.










Get Powerful Results from Your Website

“Websites are old news. Social media is all I need.”

As a small business owner you might think you don’t even need a website.  At the same time, you may say that obtaining sales leads and traffic are one of your biggest needs.

However, studies show that this impression is not correct. Your Instagram photos, Twitter posts and other forms of social media, help keep your name in customers’ minds, but they don’t replace your website. Social media can help build a brand, but they won’t sell products.

Continue reading “Get Powerful Results from Your Website”