Moms In Business Magazine - August 2011

10

Tips for Leaving Effective Voicemails

NAFMIB OPENS IN LOUISIANA

The Million Dollar Equation

Richelle Shaw

Warren Buffet Holds the Key to Women Investing

Optimize Your Marketing Without Money Giveaway Marketing Moms In Business Magazine • August 2011 • PAGE 1

PAGE 2 • August, 2011 • Moms In Business Magazine

Celebrating the Leadership of Nevada’s Women www.NevadaWomensLeadership.com

September 27th, 2011 Las Vegas, NV

Nevada Women’s Leadership Summit is a mentoring and networking conference for 200 women and girls of diverse backgrounds to share their experiences and views and to learn from one another and Nevada’s female leaders by reflecting on the challenges Nevada’s working women have had in the past, discuss our present areas of concern, and build hope and knowledge for the future.

Event Agenda – 5:30 pm – Arrival, Registration, Networking 6:00 pm – Welcome Message from Jenny Erwin, Region IX Director - Dept of Labor Women’s Bureau 6:10 pm – Your Money and Your Life – Stop the Battle Between the Two and Start to Prosper (panel discussion) 6:50 pm – Green Women - The Future of Nevada’s Women in Green Energy and Technology (panel session) 7:30 pm – Women: The Unseen Veterans (panel session) 8:10 pm – Our Daughters; Ourselves – How & Why Women Will Lead America’s Future (panel session) 8:45 pm – Closing Remarks 9:05 pm – Event Ends Where – University of Nevada, Las Vegas (UNLV), Student Union Building Theater 4505 S Maryland Parkway Las Vegas, NV 89154-2008 This is a free event.

Speakers – Jenny Erwin, Region IX Director - Dept of Labor Women’s Bureau Gina Robison-Billups, CEO and Founder of National Association For Moms In Business Brenda Prinzavalli – MORE TV Contributing Expert (panel moderator) Angela Edgeworth – President and Co-Founder of pediped footwear® Maureen Peckman – Chief Emerging Business Officer, Cleveland Clinic NV, Lou Ruvo Institute, Keep Memory Alive More Information on a more speakers can be found at www.NevadaWomensLeadership.com Hosted by –

PO Box 50008 Henderson, NV 89016 The International Association of Working Mothers – a 501c3 Charitable Organization

Moms In Business Magazine • August 2011 • PAGE 3

NOTES

From The Founder

Gina Robison-Billups; NAFMIB Founder, CEO

Bringing Show Business to Your Business

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efore my recent trip to Washington DC for the National Women’s Business Council, I got my hands on an advanced copy (no cover – just a spruced up version of the galleys) of Shirley MacLaine’s new book, “I’m Over All That. And Other Confessions”.

I like “confession” type of books (as long as they are not of the risqué variety) because I love to see how people really live, think and feel. We spend so much of our time with a mask on and at some point in our lives, particularly in motherhood; we shed that façade for the real “me”.

Women for so long have strived to be perfect and wear all twelve hats without dropping a single one, and of course, smiling and dancing all the way. Then the door shuts and those women too have screaming kids, dirty homes, and are just plain exhausted like the rest of us. I love that! I love when moms can “get real” and tell it like it is because unlike many of the things we may read on the internet, moms in business are actually very supportive – and when one finally comes clean to tell her truth, there is usually another one that says, “Really? Me too! I thought it was just me!” In fact, my friend, Lisa Hammond, wrote an entire book based on this concept of coming real and saying it out loud for the benefit of other women who feel like they are the only ones living this dark secret of inadequacy or dirty homes or sexually harassing bosses.

My favorite advice in the Shirley MacLaine’s book is about her getting comfortable with the fact that she’s lost her dancer’s body and that’s just the way it is, so get over it. I’m trying to get over it myself, but I’m not 84 yet, so I’m still fighting. Throughout the book she talks about many of her antics – the profound, the stupid, the naïve. It’s refreshing to know that even the Hollywood icons do the same stupid stuff and bad choices the rest of us “regular folks” do.

They just do it with show business flair.

So here is what I’ve learned about business from this book: All business is show business. All of life is show business. So if you do anything - whether it be successful or a complete failure - do it with the flair, grace and star attitude.

But one more thing - if you are going to live your life like a star, be polite and self-deprecating. Those are always the stars that fans love to cheer on when times are bad and rejoice when times are good.

Let your inner star shine!

Gina Robison-Billups Founder/CEO

PAGE 4 • August, 2011 • Moms In Business Magazine

INSIDE

AUGUST

2011

About Our Contributors

4 NOTES

from the Founder/CEO, Gina Robison-Billups

Annie Jennings

NOW 6 10 12 14 16

Annie Jennings is a National Inspirational Publicist who dedicates her life to helping her clients reach their dreams. “Everyone should have the chance at getting their brass ring,” says Annie who views it as her job to make sure they do!

Moms Minutes

Important Tips and Briefs

News

Updates

Moms Vote Matters

Instant Impact Legislative Update

Beth Galofaro

Events

Featured events, conferences and more

FEATURE THE MILLION DOLLAR EQUATION RICHELLE SHAW

STANDOUT 20

10 Tips for Leaving Effective Voicemails

22

Warren Buffet Holds the Key to Women Investing

24 25

Marketing Without Money

26 28

Optimize Your Giveaway Marketing Email Marketers Find Old DM Practices Help Your Strength & Weaknesses in an Interview Reveal More than You Think

Richelle Shaw

On The Cover

20

Beth Galofaro is a seasoned HR Professional with over 16 years of experience in the local Las Vegas area. Beth’s career began with Station Casinos in 1994 where she worked for over 9 years in both corporate as well as operations in various capacities, specializing in employee relations. At Station Casinos, Beth was fortunate enough to work in an environment with a stellar organizational culture and received the mentoring and coaching that would set the stage for her career progression.

Paul Petillo Paul Petillo is the founder and managing editor of Target2025. com and BlueCollarDollar.com.

Author of four books on investing, retirement and finance (McGrawHill 2004-2008), contirbutor, blogger and radio show host at Financial Impact Factor (http://blogtalkradio. com/financialimpactfactor).

Read more: http://www.businessinsider.com/author/paulpetillo#ixzz1TLhzD5IG

Michael Fleischner Michael Fleischner is an Internet marketing expert and the presidentof MarketingScoop.com, the Internet’s biggest source of marketing information and free marketing resources. He has more than 12 years of marketing experience and has appeared on The TODAY Show, Bloomberg Radio, and other major media. Visit The Marketing Blog for further details, marketing secrets, or more FREE reprint articles.

Now Accepting Article Submissions for the National Association of Moms In Business Magazine.

For guidelines and submission information visit the NAFMIB Writer’s Guidelines Moms In Business Magazine • August 2011 • PAGE 5

NOW

Moms Minutes

Shoppers Change Buying Habits in Response to Shrinking Package Sizes, Higher Prices Pay More, Get Less

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his is the scenario that’s increasingly playing out at grocery stores across the country — and a majority of food shoppers are taking note according to Deloitte’s new “2011 Consumer Food and Product Insight Survey.”

Nearly

9 10

in of the survey respondents (87.7 percent) believe prices in food stores are escalating and almost three-quarters (74 percent) say the size of some packaged goods is smaller. Consequently, savvy consumers are purchasing more privatelabel and store brand products. More than three-quarters of respondents (75.3 percent) purchased lower-priced products and nearly 2 in 5 respondents (39.6 percent) added more private label products to their grocery bags.

High gas prices are also having an impact on shopping behaviors. Nearly 3 in 4 respondents (72.7 percent) are making fewer trips to the grocery store to save money and more than two-fifths (40.8 percent) are purchasing fewer items overall.

“Higher prices, smaller package sizes and pain at the pump are driving consumers to buy lower-priced grocery items,” said Pat Conroy, vice-chairman, Deloitte LLP and the U.S. consumer products practice leader. “That’s why now more than ever it is important for consumer products companies to strengthen their customer relationships and distinguish value ahead of the competition.”

Consumers Desire Healthier Food Options and “Front-ofPackage” Nutrition Facts

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onsumers are paying more attention to “front-of-package” nutrition information to assist them in making healthier decisions according to the survey. More than 3 in 4 respondents (76.2 percent) say they more often want healthier food options when they shop and nearly two-thirds (64.8 percent) agree or somewhat agree that food retailers are starting to sell more locally produced fruits and vegetables.

Additionally, nearly one-half of respondents (49.3 percent) agree that packaging that displays a row of standardized icons called “Nutrition Keys” on the front of the package with standard ingredients listed on the back would be very helpful for purchasing decisions. Some companies are currently doing this on a voluntary basis. The survey also found that more than half (51.1 percent) of food shoppers read the ingredients on unfamiliar food items.

“The front-of-package findings, coupled with survey results showing that consumers are trending towards healthier food purchases, presents a tremendous opportunity for consumer products companies that are willing to enhance their nutritional transparency,” said Conroy. “Consumer products companies that use healthy ingredients and are willing to share nutritional information on the front of the packaging can strengthen their customer base amongst a growing faction of consumers.

Smartphones are Playing a Role in Entire Shopping Process

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he proliferation of smartphones and a much savvier base of shoppers have spurred consumers to use mobile devices to assist with several aspects of their shopping routines according to the survey.

More than one-third (34 percent) of smartphone users research food prices or product information while in a store. More than two-fifths (43 percent) of smartphone users have managed a food shopping list on their device while not in a store.

Overall, more than one-half (53 percent) of shoppers surveyed are increasingly using technology to obtain information about

PAGE 6 • August, 2011 • Moms In Business Magazine

food products and more than one-quarter (28 percent) of respondents interacted with a food retailer via their mobile application or website. Furthermore, more than onefifth(23.5 percent) of survey respondents expect their smartphone-related grocery shopping activity to increase next year.

“Smarter phones and smarter shoppers are transforming today’s shopping experience,” said Conroy. “Moving forward, consumer product companies must make themselves more accessible to consumers who are using 21st century technologies to look for coupons, store specials and to even shop for groceries.”

Food Shoppers Attracted to Supermarkets and Supercenters

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early 4 in 5 respondents (79.7 percent) purchased food from a traditional supermarket during the past year. Deloitte’s survey also shows that large supercenters – those that sell food, clothing, etc. – are the second most sought after food buying destinations with more than 3 in 5 respondents (61 percent) purchasing groceries at these venues in the past year.

Outside of shopping at supermarkets and one-stop shop supercenters, nearly onethird of consumers (32.6 percent) met their grocery needs by visiting a dollar store over the past year. The survey also found that more than 2 in 5 respondents (22 percent) bought food at a drug store and slightly less than 1 in 20 shoppers (4.9 percent) visited an online retailer or food manufacturer to purchase food. For more information please visit www.Deloitte.com

Moms Minutes

Grocery Cart for Special Needs Children

Gates Foundation Launches Effort to Reinvent the Toilet

The

Bill & Melinda Gates Foundation today announced the launch of a strategy to help bring safe, clean, sanitation services to millions of poor people in the developing world.

P

Heads to Market

arents and caregivers of special needs children who want or need to include their child in the shopping experience will soon have access to a grocery cart specifically designed for the unique challenges they face when shopping.

Caroline’s Cart™ was invented by Drew Ann Long, a stay-athome Mom fromAlabaster, Alabama, when she could no longer fit her special needs daughter Caroline into the traditional grocery cart provided by stores where she shopped.

The first shopping cart ever designed specifically for special needs children, Caroline’s Cart™ will be available for purchase by grocers, home improvement and general merchandise retailers in the U.S. by 4th Q 2011.

Kids as Influencers

In a keynote address at the 2011 AfricaSan Conference in Kigali, Sylvia Mathews Burwell, president of the foundation’s Global Development Program, called on donors, governments, the private sector, and NGOs to address the urgent challenge, which affects nearly 40 percent of the world’s population. Flush toilets are unavailable to the vast majority in the developing world, and billions of people lack a safe, reliable toilet or latrine.

More than a billion people defecate in the open.

“No innovation in the past 200 years has done more to save lives and improve health than the sanitation revolution triggered by invention of the toilet,” Burwell said in her speech at AfricaSan, the third African Conference on Sanitation and Hygiene, organized by the African Ministers’ Council on Water (AMCOW). “But it did not go far enough. It only reached one-third of the world. What we need are new approaches. New ideas. In short, we need to reinvent the toilet.”

The foundation also announced $42 million in new sanitation grants that aim to spur innovations in the capture and storage of waste, as well as its processing into reusable energy, fertilizer, and fresh water. In addition, the foundation will support work with local communities to end open defecation and increase access to affordable, long-term sanitation solutions that people will want to use.

In Chicago, one North Shore school district ordered a dozen iPads, while Chicago Public Schools equipped nearly twodozen schools with 32 tablets. Another suburban school district plans to provide each preschool classroom in its Early Child Center with two iPads. Chicago is not alone in embracing iPads in the classroom; as of April 2011, a Maine school district announced that it would have an iPad2 for every kindergartner in fall 2011. Beyond advertising, exposure is effective in driving sales of new products; kids are more likely to ask for items they are comfortable with when it comes to at-home usage, giving Apple yet another competitive advantage.

Improved sanitation can have a significant impact on the lives of millions of people worldwide. Reducing by half the number of people who don’t have access to basic sanitation is a key target of the United Nations’ 2015 Millennium Development Goals. Access to safe sanitation reduces child diarrhea by 30 percent and significantly increases school attendance.

Unsafe methods to capture and store waste lead to serious health problems and death. About 1.5 million children die each year from diarrheal disease, and most of these deaths could be prevented with the introduction of proper sanitation, along with safe drinking water and improved hygiene.

Moms In Business Magazine • August 2011 • PAGE 7

Moms Minutes

America’s Dirty Little Bathroom Secret Would it surprise you to know that one in five adults leaves the washroom without washing their hands? The busiest room in the house may also be the least efficient, according to a recent study conducted

by Delta Faucet (1). The popular faucet brand recently teamed up with Savvy Mommy® Victoria Per icon to launch a nationwide survey to uncover Americans’ bathroom behaviors.

According to the survey, nearly 75 percent of households have at most two bathrooms, which each person uses more than 5-10 times each day. Recent U.S. Census data shows the average American household has 2.6 residents, meaning those rooms are visited 13-26 times daily.

Suffice it to say, the bathroom is one of the most frequented places in the whole house.

While many Americans heed expert advice to wash hands frequently to cut down on the spread of germs, these consumer study results showed that nearly one in five Americans neglect to wash their hands after using the bathroom, with women only slightly more likely to wash than men. The study also found that: uu Respondents who were married wash their hands less compared to those who were single uu Other groups who wash their hands less frequently include those among the highest income bracket ($75K +) and parents with young children uu Despite all the education available today, Millennials wash their hands the least, lathering up 10 percent less than Baby Boomers

In addition, the study revealed that, despite increasing emphasis on water conservation, behind closed bathroom doors the majority of people (57 percent) consistently neglect to turn off the water while brushing their teeth or shaving. And in spite of movements, such as the Environmental Protection Agency’s (EPA’s) WaterSense® program, designed to help consumers identify high quality water-efficient fixtures, most consumers responded that they have not installed a water-saving faucet or aerator in their home. In fact, most Americans have not even replaced their bathroom faucet in more than 10 years.

First-of-its-Kind “Kids LiveWell” Initiative

Showcases Restaurants’ Healthful Menu Options for Children The National Restaurant Association unveiled a new nationwide initiative that provides parents and children with a growing selection of healthful menu options when dining out. “Kids LiveWell,” a program the Association launched today in collaboration with Healthy Dining, highlights how restaurants are creating innovative solutions to provide better-for-you menu options. “’Kids LiveWell’ underscores that restaurants can be part of the solution to ensuring a healthier generation and providing consumer choice in dining options,” said Dawn Sweeney, President and CEO of the PAGE 8 • August, 2011 • Moms In Business Magazine

National Restaurant Association. “More than 15,000 restaurant locations are participating in this initial launch and offering their young guests a selection of ‘Kids LiveWell’ choices, and we look forward to announcing additional restaurants and menu options in the coming months.”

“Kids LiveWell” is a first-of-its-kind voluntary initiative that shows the restaurant industry’s commitment to offering healthful menu items for children, with a focus on increasing consumption of fruit and vegetables, lean protein, whole grains and low-fat dairy, and limiting unhealthy fats, sugars and sodium.

To join “Kids LiveWell,” restaurants agree to offer and promote a selection of items that meet qualifying criteria based on leading health organizations’ scientific recommendations, including the 2010 USDA Dietary Guidelines. Healthy Dining’s team of registered dietitians has worked with participating restaurants to identify and validate the menu choices that meet the “Kids LiveWell” criteria. Visit www.Restaurant.org/kidslivewell.

Moms In Business Magazine • August 2011 • PAGE 9

NOW

News

Your Membership Benefits Go Farther In Louisiana!

We are proud to welcome Louisiana as one of our newest Member Circles. The National Association For Moms In Business has partnered with the ECGC Women’s Business Center offers counseling and support services to Moms In Business members!

You can access the ECGC’s benefits and your Moms In Business benefits at the same place.

· Conferences & seminars (in addition to the great online events at www.mibn.org)

In addition to your already amazing NAFMIB member benefits, Louisiana members now have counselors.

Counselors conduct an in‐depth assessment, followed by a needs‐based business counseling session, and ongoing assistance. Each session moves the client toward self‐sufficiency.

We are so proud to welcome this newest Member Circle to our family of member circle locations. Serving an 8 parrish area: Acadia, Evangeline, Iberia, Lafayette, St. Landry, St. Martin, St. Mary and Vermilion

Business training programs range from basic to advanced.

A variety of seminars and workshops are geared to provide entrepreneurs with essential tools and concepts for developing, growing and managing their businesses. Our partnership also offers help to members in access funding for startups and established businesses. Financial services include credit counseling, review of SBA loan programs and referrals to local lenders.

The Enterprise Consortium of the Gulf All of the counseling and educational services are provided free to Louisiana NAFMIB members.

This new NAFMIB Member Circle offers counseling and technical assistance in many areas including: · Business plan development · Website development · Strategic planning · Government regulations & licensing · Marketing plans · Financial management · Basic credit counseling · Recordkeeping & accounting · Legal assistance · Start-up guidance · Loan application assistance · Networking events PAGE 10 • August, 2011 • Moms In Business Magazine

Visit Our Newest Member Circle Office at: ECGC Women’s Business Center110 Travis Street, Suite 92 Lafayette, Louisiana 70503 337-889-0211 phone 337-889-0212 fax Contact: Amy Guidry Oakes, Program Director Email: amyguidry@ecgcwbc.com

Special offer for Louisiana’s moms in business!!

Go to http://mibn.org/site.php/spgs/read/louisiana to read all about it, and sign up today.

NEWS

continued

Moms In Business Partners with Online!

Moms In Business Adds to Sponsorship and Ad Sales Team We are very excited to also welcome Debbie Donaldson as the newest asset of the National Association’s Executive Team! Debbie Donaldson is the owner of Sunspark Communications and will lead a team of sales women in procuring sponsorship and advertising for the National Association For Moms In Business programs.

Contact Debbie to find out more about how your company can partner with the National Association For Moms In Business.

Debbie Donaldson – President & CEO Sunspark Communications 702.379.7224; Debbie @ sunspark.com

What’s Missing?

Take a look at this link: http://www.MIBN.org/site.php/spgs/read/ california.

Do you see what’s missing? If you are a Moms In Business member in California, you may be able to tell right away.

If you are not in California, take a look at your own state’s Member Circle page. Now do you see what’s missing?

Most likely if you are a member and you don’t see your listing on your state’s homepage, then you are what’s missing! Log in this week, (schedule time on your calendar right now) and post your listing into your state’s Moms Marketplace. Choose your state at http://mibn.org/site.php/

In alignment with our mission to help moms in business meet their highest potential, I am pleased to announce that National Association for Moms in Business has formed a partnership with iconic retailer Sears and their e-commerce website, Sears.com.

Sears.com is one of the top e commerce websites offering merchandise from Sears’ stores as well as from third party merchants, carrying a total assortment of over 20 MM items.

In what is believed to be one of the first such initiatives by a brick-and-mortar retailer, Sears recently moved into local commerce by launching Sears Local Marketplace. Sears Local Marketplace is an innovative online community that allows merchants, like our members, to sell products on sears.com; exposing their business to millions of new customers both locally and nationally.

Your current, as well as new customers, will benefit from Sears Local Marketplace through their in-store pick up or home delivery services as well as shipping products nationally; making it more convenient to shop your products! Sears began the program in its hometown area of Chicago, and has expanded it to the New York City, Boston and Washington, D.C. areas. Participating merchants are targeting residents within a 50-mile radius of the cities. For instance, Chicago-area residents shopping for groceries from local grocery store Caputo’s can now go to the Sears Local Marketplace website and purchase online, and have it delivered the same day or pick it up from a nearby Kmart store.

MEMBER EXCLUSIVE BENEFIT: Sears is offering a benefit valued at $480 exclusively for members of the National Association For Moms In Business. The monthly service fee of $39.95 is waived for one full year.

This membership benefit is only available to Microbusiness Mom™, Business and Corporate members.

For more information on how you can sell your products for free on Sears.com, log into your membership account and you will find the steps available there.

link/main/ and you should find a link at the bottom of the state page that says Only Members Can Submit Links to the Moms Marketplace. Click on that after you sign in, post your information and at the end of August we will update all of the state’s Member Circle homepages with your information viewable to hundreds of thousands of people each year.

Moms In Business Magazine • August 2011 • PAGE 11

NOW

Moms Vote Matters

MomsVoteMatters.com

Moms Vote Matters is a program for moms in business to learn, influence, communicate, and engage in community and national policies that effect their families and their businesses

Powered by Women Impacting Public Policy

MICROBUSINESS HOLDS KEY TO UNEMPLOYMENT SOLUTION In May 2011, the Association for Enterprise Opportunity (AEO) released a seminal report demonstrating the job creation potential from Main Street micro-businesses. The analysis showed that the US could achieve full employment if just one in three micro-businesses hired a single employee, but that two barriers stand in the way of unleashing this powerful economic force: prohibitively high cost structures and capacity constraints. Costs and capacity constraints prevent commercial banks, community development financial institutions, and others from making the right mix of capital and services available and accessible to most Main Street businesses. The report made the case for coordinated action among companies, not-for-profit organizations, government, and individuals so that all Americans have an opportunity to bounce back from the Great Recession.

Building on the momentum of the report and its recommendations, AEO is committed to a threepronged strategy that integrates technology, partnerships, investments and communications to reach at least one million presently underserved business owners and aspiring entrepreneurs.

NATIONAL ASSOCIATION FOR MOMS IN BUSINES JOINS WIPP IN SUPPORTING SECOND ANNUAL SMALL BUSINESS SATURDAY NAFMIB Joins Coalition to Drive Consumers to Small, Independently Owned Businesses on November 26, 2011

The Women’s Business Enterprise National Council (WBENC), is joining the Small Business Saturday Coalition™ , a national movement of small business advocates led by Women Impacting Public Policy (WIPP) to drive consumers to shop at local merchants and small businesses on Small Business Saturday. This year Small Business Saturday falls on November 26th the Saturday between Black Friday and Cyber Monday during the heaviest shopping weekend of the year.

By joining the coalition, WBENC and her network of 14 regional partner organizations (RPOs) will engage not only its WBENC-certified Women’s Business Enterprises (WBEs) who would participate as vendors on Small Business Saturday, but also its nearly 11,000 WBEs and 250 Corporate Members who could spread the word about the event and participate as shoppers.

American Express, the founding sponsor of Small Business Saturday, created the program in response to small business owners’ most pressing need: more demand for their products and services. The impact that “shopping small” has on local communities is profound: for every $100 spend at a locally owned small business, $68 returns to the community through taxes, payroll and other expenditures, according to Civic Economics.

PAGE 12 • August, 2011 • Moms In Business Magazine

Prepare 2 Make

BIG $ales Download these

“Prep for Success” Online Sessions to get prepared for the

“Meet the Buyers” Online Summit These sessions will help you master the skills you need to land "the big contract" with how-to sessions from actual sales experts and authors.

These experts will guide you to be better prepared for opportunities BEFORE the B2BMoms "Meet the Buyers" Online Summit November 9-11, 2011 Learn More at www.b2bmoms.com

Key Strategies to Getting Results and Winning That Big Contract - Elaine Starling, CEO Starling Media Getting Certified as a Woman Owned Business - How to Get It For FREE and How It Can Help You Get New Clients - Ana Recio Harvey, Head of the SBA's Office of Women's Business Ownership Are Cashflow and Credit Keeping You From Going After Bigger Clients? Get Fast Solutions!

- Scott Letourneau, CEO NV Corporate Planners How To Get Your Product Sold on Sears.com EXCLUSIVE: NAFMIB is partnering with Sears to provide a free program reaching 1 million visitors monthly - Sid Breja, GM of Marketplace – Sears Online Moms In Business Magazine • August 2011 • PAGE 13

NOW

Events

Every FRIDAY at 8AM Moms Making A Million Radio Show

LISTEN LIVE: Moms Making a Million - A Fast-Paced Fun Weekly Radio Show On Saving, Earning & Investing Money 8:00 AM PACIFIC TIME - 11:00 AM EASTERN TIME Call-in Number: (646) 378-1417; www.MomsMakingaMillion.com

August 26, 2011 - 9:00am PT/12:00(noon) ET Moms In Business Grant 2012 - COACHING Moms In Business Grant is the first-ever crowdfunding business grant in the nation! We launched this innovative program in March 2011, and it was a brilliant success. See more at www.MomsinBusinessGrant.com.

We are doing it again for 2012 and giving one lucky mom a chance to win $15,000 in business growth tools and cash. We are also giving all of our members a head start for 2012 by starting a coaching series in July 2011 for grant applicants to have all training to substantially increase their chances of success the Moms In Business Grant program.

Coaching is every FOUR (4) weeks on Friday (NOT every last or first friday, etc.).

September 27, 2011

Nevada Womens Leadership Summit

Nevada Women’s Leadership Summit is a mentoring and networking conference for 200 women and girls of diverse backgrounds to share their experiences and views and to learn from one another and Nevada’s female leaders by reflecting on the challenges Nevada’s working women have had in the past, discuss our present areas of concern, and build hope and knowledge for the future. Click to www.NevadaWomensLeadership.com for more information.

October 11 - 13, 2011 Power Mom NetworkTM For members of the NAFMIB PowerMom NetworkTM. Details of program can be found at PowerMomNetwork.com.

The Westin Georgetown, Washington DC Invitation Only. The Power Mom NetworkTM Summit is a private event open only to members of the Power Mom NetworkTM -- a private, exclusive and trusted social and business network of mom entrepreneurs and corporate mom executives to receive support, peer mentorship, friendship, strong relationships, business growth, connections and advocacy. If you are interested in finding out more about the Power Mom NetworkTM and becoming a member, please go to www.PowerMomNetwork.com to view detailed terms and qualifications.

PAGE 14 • August, 2011 • Moms In Business Magazine

Moms In Business Magazine • August 2011 • PAGE 15

On The Cover

Richelle Shaw The Million Dollar Equation GRB: Richelle, I thank you so much for taking the time to share with our readers about – Who is Richelle Shaw, what makes her tick and how did she create millions, while still enjoying her home and children?

On that note, how many children do you have?

RS: I have one daughter – Devyn. She is 5 and is currently starting kindergarten this year.

She is my true miracle. I had been trying to get pregnant for years while having several female problems. After several surgeries, removing one ovary and getting a blood clot which landed in my lung (Serena Williams just had the same thing – pulmonary embolism) I thought that having a hysterectomy was the most logical choice. The evening before my surgery, the doctor called to tell me that we will have to postpone the surgery at least 9 months because I was pregnant.

After all of the previous 3 years problems, I was concerned about the pregnancy however, there were no problems. I got to see the baby every week because the doctors were very cautious. We decided to go the old fashioned route and PAGE 16 • August, 2011 • Moms In Business Magazine

not find out the sex – the planner in me wanted to see, but I knew that this was going to be my one and only so I wanted to experience it totally.

GRB: Richelle, please share does.

RS: RTS Publishing is a Business Development firm working with businesses across the United States.

There are several divisions.

Physician Division: We work with independent physicians in their own practices helping them build multi-million dollar businesses. We don’t just recommend media and products – we actually create

with us what your company

everything for the practices. Including but not limited to writing books for the physician, creating a monthly newsletter, creating ads Local Coaching Division: We coach entrepreneurs in over 80 different businesses on a weekly basis. Some come in for live individual meetings, small group meetings, and large group meetings depending on their level of coaching.

building a million dollar business was because I was lucky.

The person I sold my business helped me determine not only that I was not lucky but also that I was an expert in building businesses.

I sold my business at a time that was very emotional to me to a trusted buyer – someone that I had sold another business to years prior and as it turns out – he lost both my business and his within 90 days and after making only the first payment.

My first business I built from $300,000 to $36 million and after the 9/11 tragedies, I lost it all and had to file bankruptcy.

I was able to rebuild my millionInternational Coaching dollar business in about 5 Division: We coach entrepreneurs all over the So instead of receiving 5 figure months. world via teleseminars, webinars and online newsletters servicing over 11,400.

Online Division: We sell coaching and information products through our webstore including Ultimate Marketing Plan, The Million Dollar Equation – How to Build A Million Dollar Business in 3 years or Less, Customers For Life – Imagine if every customer you ever had, was still buying from you and OPC Secrets – The Fastest way to get a boatload of customers automatically.

monthly payments for the next 5 years, I needed to do something to generate income. Crazy enough, a doctor friend of mine came to me and actually begged me to help him build his practice. I laughed and said – No way – what do I know about building a medical practice? All I understand is telecom… well, I looked at his practice and Continued on page 24

Speaking Division: Our CEO speaks locally, nationally and internationally.

GRB: How many years have you been in business?

RS: 6 years now.

GRB: Why did you go into this business/ career?

RS: For many years, I was the only female African American public utility owner. I owned a telephone company in Las Vegas. My first business I built from $300,000 to $36 million and after the 9/11 tragedies, I lost it all and had to file bankruptcy. I was able to rebuild my million-dollar business in about 5 months.

My family experienced 2 personal tragedies within 9 days, I lost 2 sister-in-laws and their daughters in separate car accidents and at that point I thought that life is too short and I had spent all of my twenties and thirties working 24/7. I believed that it was time to sell my business and do something else. I have been obsessed with business since I was a kid but I wasn’t sure that I really knew that how to build a business. I really believed that Moms In Business Magazine • August 2011 • PAGE 17

Richelle Shaw Continued from page 19

started asking questions and then the magic happened.

I took the business from $384,000 to $1.2 million in less than a year. I still swore it was a fluke but the doctor kept telling people and then I got more private clients. I methodically applied the same strategies over and over again and started documenting the steps.

I realized that business growth was my specialty and I innately knew how to grow businesses. After writing my book – How to Build A Million Dollar Business in Las Vegas – Without the Casinos which is part autobiography and part how to book, I thought maybe I can show others how to do exactly what I do Now I teach entrepreneurs in 80 different industries how to build their own million dollar businesses.

The biggest lesson from this is that when I was crying uncontrollably after losing the family and hurriedly selling my business and receiving nothing – I started to question my faith in God and ask God, Really?

And now I realize that God knows exactly what He is doing and that God does not do things to you, but He does things for you. I would have never been confident enough to help physicians, or other entrepreneurs because I truly thought I was just lucky. NOW – I know that this is my specialty and I am an EXPERT at building businesses.

PAGE 18 • August, 2011 • Moms In Business Magazine

GRB: What has been the single hardest part of being in this business/career? How did you deal with that?

Also, What’s your greatest achievement (or what are you most proud of personally and professionally)?

RS: Of course my beautiful kid – I know that she is a miracle and each year, I say – WOW, this is such a fun age… professionally – helping over 11,000 coaching clients. Holding their hands and giving them simple strategies that work in every business and after watching the webinar or listening to teleseminar they have strategies that they can implement immediately.

GRB: What’s on the horizon for you and your business?

RS: Each week, new doctors are calling my office – imagine marketing a gynecologic oncology practice – cancer is never fun, however, we did it. So that business is thriving and will continue. I am writing a new book called MD, Inc, which details how to build a million dollar practice. Multiple speaking engagements as well as in October, I am traveling to London to speak to 400 business women who want to know how to build a million dollar business, plus my online business is thriving so it looks like this business is my new calling.

GRB: How do you manage it all? (work/life balance tips, etc) RS: As soon as I found out I was pregnant, I retired my mother. So, imagine how difficult it was when the buyer of my business did not pay??? BUT – now she is there for my daughter and helps me manage the travel and is a good housekeeper!

GRB: What advice do you have for other moms in business?

RS: Remember what is most important – Your family!

Don’t be afraid to ask for help! Time blocking is most important.

GRB: Thank you Richelle for sharing your story with us. Your success and life challenges reinforces the fact that life and success is a part of life if you chose and want it.

Moms In Business Magazine • August 2011 • PAGE 19

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Bringing Business Buyers 2gether with Business Moms: Building Relationships 2 Build Your Business

10

Tips

By Annie Jennings, CEO of AnnieJenningsPR.com

to Leaving Effective Voicemails 1. Your voice mail message should always include 3.

your phone number twice--once at the beginning and again at the end of the voice mail. Speak at a fast pace when leaving a voice mail BUT slow down and speak clearly when leaving the contact information. It is very frustrating for the producer to miss the phone number and have to replay the voice mail message.

Never leave more than one message per day EVER. I usually like to keep the follow-up process to leaving a message once every two to three days for radio, four to five days for TV and weekly for Print.

4. Keep calling and try to actually speak to the person.

Try to find out when they will be available from the receptionist. Email the contact letting him/her know you The 30 Second Voice Mail Pitch! Never ramble. would like to call at a specified time. Then set your clock Lead with your strengths and focus on the benefit to and CALL. But be ready with your 30 Second Pitch. the listener. Pick one or two benefits that the listener can use immediately to make their life better. This will It is always better to speak personally to your not be your only chance to pitch to that media contact.

Believe me, there will be more voice mails to follow! contact. I like to say in my office “voice mail is Practice your 30 Second Pitch until you can say it pretend work”! But with these tips you can make naturally and conversationally with enthusiasm and joy. voice mail work for you.

2.

5.

PAGE 20 • August, 2011 • Moms In Business Magazine

6.

Always fax or email information pertaining to your subject matter. This way, the media contact will have something in their hands with your phone number on it that makes it easier for them to contact you.

7.

When following up on your fax or email, never simply say did you get my fax or my email? Always say, “I am just following up on my email about . . . (and go into a few exciting points about your topic).

This refreshes their memory plus allows you to get another “pitch” in.

8. Never leave the same message twice. Always change your “message” to include another great point about why they would want to have you on. Keep changing the content until you get the results you desire.

9.

Practice leaving yourself a message and if you get bored listening to yourself then you know you are in trouble! Your voice mail is an audition! Preparation is the key--know what you are going to say and then say it with high energy and confidence!

10. Speak on the loud side and prepare your pitch.

Practice your pitch on some smaller stations FIRST to work out the glitches (a great resource for radio stations is the Bacons Directory For Radio. Call Bacons at 1.800.972.9252.) Never wing your pitch and cut out all of the “umms”.

EXTRA TIP: You must capture the attention of the

producer within the first 10 seconds--or else your phone call will be wasted. Your message will be deleted. Your voice and tonality is the key. Do NOT be monotone and boring because no matter what you are saying you will NOT be heard. Only practice and becoming comfortable with your script will let you sound natural and flexible. Be excited and raise and lower your tonality, essentially mesmerizing the listener with a high quality, easy to listen to, flow of information.

This article and more resources and events can be found at www.B2BMoms.com. Join Us for our Meet the Buyers Conference!

Moms In Business Magazine • August 2011 • PAGE 21

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Warren Buffet Holds the Key to Women Investing

As

many of you already know, I am a believer in the potential women investors bring to their retirement plans. They exhibit enviable traits even if they haven’t fully used them to become the investors they should be. Today, we take a scorecard out and look at a recent book published that suggests legendary investor Warren Buffet holds the key to getting into a world the women have only barely entered.

Now, I’m sure Warren Buffet doesn’t mind the title of LouAnn Lofton’s new book “Warren Buffet Invests like a Girl”. But does he really or is he just showing a sensitive side?

By Paul Petillo Editor of Blue Collar Dollar and Target 2025

Study after study has suggested that women value the opinions of others whereas men seldom do. Not to say men don’t look to the successful or experienced for information to help them invest, but given the choice, men will continually say they arrived at a decision on their own, after much thought and consideration. In fact, men look at investing as the result of much “thought” even as they gained lots of opinions along the way.

A woman’s ability to network, seek advice, even consult a mentor is Warren Buffet holds at the heart of the every effort to get women to invest more. the key They value public opinion Today I thought I’d examine and make decisions based to getting into a world some of the things Mr. Buffet on what those opinions offer. the women have only has said over the years and Could Mr. Buffet simply be wonder if they could have been suggesting the circle of wise barely entered. friends, a class of like-minded said by a woman. Two things you individuals or simply the educational must know if you don’t already: I think sources women seek akin to putting too women make excellent investors and two, I little thought into the process? Score One for haven’t read Ms. Lofton’s book.

Warren investing like a man.

Like all quotes, they can and will be taken out of context.

And the standalone quotes are just that, standalone, without “I always knew I was going to be rich. I don’t think the surrounding text to bring them to life. Nonetheless, do I ever doubted it for a minute.” Single-mindedness, these next five quotes attributed to Mr. Buffet as Ms Lofton bullheadedness, even the slight hint of braggadocio is more suggests, reveal something about the man investing like a than evident in this statement. There are women who have woman, or perhaps, as she should? all of these traits and are driving the statistics that suggest women are on the upswing as investors. But the problem remains and was pointed out recently by Sheryl Sandberg, “A public-opinion poll is no substitute for thought.”

PAGE 22 • August, 2011 • Moms In Business Magazine

COO of Facebook, when she offered this piece of advice to the graduates of Barnard College.

She suggested that women make small decisions along the way that eventually lead them “to a bigger decision”, one that leads them to want more balance. Her message to this class of 2011 was “do not leave before you leave. Do not lean back; lean in. Put your foot on the gas pedal and keep it there until the day you have to make a decision, and then make a decision. That’s the only way,” she said, “you’ll even have a decision to make.” As long as women approach the world in this manner, the gap between who women investors are and what their male counterparts have become will persist. Score One for Warren investing like a man.

“I buy expensive suits. They just look cheap on me.” Suits, like armor are all in the wearer’s ability to pull the look off. Investing is like that as well. It’s illusory and easilylied about trait make it best suited, no pun intended, for men.

Women on the other hand like the research but not the sort of information that is clustered around numbers and charts.

Instead, they want to invest and look good when they do.

This keeps them from taking any investing (fashion) chance and as numerous studies have shown, means women take far fewer risks. Investments are needed and retirement is a must. But it will never be fashionable because no matter how hard a woman tries, the act feels cheap. Women need to get over that and too not over-think the process. There are some excellent ways to get to what needs to be done when it comes to investing and retirement planning and much of it comes from learning how to budget and creating a debt-less lifestyle. Score One for Warren investing like a man.

“I don’t look to jump over 7-foot bars: I look around for 1-foot bars that I can step over.” Women have been stepping over 1-foot bars for quite sometime. And this slow and easy approach to investing is definitely a plus for their chances to be successful when they invest. But the investor we think about, the ones I have spoken to, have all pointed to a single investor philosophy: sell before you get hurt.

While I am going to score this one for women, because I do advocate the slow and methodical approach to gaining wealth, there is still too little money being directed at these 1-foot step-overs. But that is a topic hinged on pay and until women reach income parity, they will not feel as wellinvested as men. Score One for the women.

to me, professional women in my network and the research done academically to form some sort of a conclusion, albeit a moving one. But I wouldn’t be far off the mark to see women (and men) chasing the chance to follow the rest of the herd if the herd seems convinced. Remember, it takes one to turn the tide in a direction and in most cases, the rest will follow.

What appears to be a sale or the in the case of men, the next new thing, is in fact a display of our susceptibility to what the crowd suggests we need.

Keep in mind; I’m extrapolating here when I use the activities of everyday life to suggest that this is how we invest. But taking the emotional animal out of the equation is difficult to do and behavioral economists know this as well. As to buy and hold and Ms Lofton’s suggestion that his investment style is “girlish”, I offer one word: redecorate. Score Tie

“Most people get interested in stocks when everyone else is. The time to get interested is when no one else is. You can’t buy what is popular and do well.” and “Our favorite holding period is forever”.

I do applaud Ms. Lofton’s effort at addressing this topic.

Women have a great deal of ground to cover and while doing so, men could benefit from what they are learning. Better 401(k) plans with index funds, higher IRA contribution limits and requiring annuities in every 401(k) would have a leveling effect for both sexes, but much more so for women. It’s just too bad; at this point so far along in the history of these markets, that the icon a woman wants you to look at is a man

This emotional behavior, the herd mentality mentioned in the first quote and the patience to keep with something that has long gone out-of-fashion, don’t seem to be reflective of the women I have met. Granted, I usually tap the sources closest

Join www.MomsMakingaMillion.com for free membership, free workbooks, free workshops and advice to help you get the financial information you need in a supportive and safe atmosphere.

Moms In Business Magazine • August 2011 • PAGE 23

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Market Your Business

Powered By: Market Your Business Without Money How do you grow your business without breaking the bank?

Creativity, Ingenuity, and Resources are the answer.

Marketing Without Money

By Michael Fleischner*

Increase Web Site Conversions with These Simple Steps

G

enerating traffic to your website is a great first step for any online business. To succeed online you’ll need to go beyond traffic generation and focus on web site conversion.

Many marketers spend tons of money generating traffic to their websites but fail at the last step of website marketing – website conversion. Here are seven steps to help you increase conversions on your site and increase your online sales.

1. Identify Conversion Goals. Begin with the end in mind.

What is the purpose of your online marketing? For some websites it may be to generate sales. For others it may simply be lead generation. No matter what your specific purpose, having a clearly defined goal is essential for conversion success.

2. Organize and Optimize Site Structure. Make sure that your website is well organized, simple to navigate, and is PAGE 24 • August, 2011 • Moms In Business Magazine

prioritized. You only have about eight seconds to capture an individual’s attention and get them interested in your product or service. If your page is difficult to navigate or has no sense of order, they’ll quickly hit the back button.

3. Develop a Compelling Message. Make sure that your web page has a clear message. Carry that message consistently Continued on page 30

O

Giveaway Connection

Powered By: Giveaway Connection The Leading Giveaway Resource Site

ptimize Your Giveaway Marketing

Excerpt from Create More Clients Through Giveaway Marketing

By Gina Robison-Billups.

We keep hearing about social media marketing, but for many small business owners, it’s confusing, time consuming and frustrating. However, if you engage in internet giveaway marketing, you are going to need to use all the tools the internet has to offer to promote your giveaway.

Utilize various social media platforms to spread the word about your giveaway: 99Create a Twitter component: Don’t just promote your giveaway on Twitter. Have a “follow me on twitter” as a way to enter the giveaway.

99Create a Facebook account: Send info to your friends or create a page featuring your giveaway and people who become fans enter to win.

99Join discussion groups that support your target audience and talk about your giveaway – don’t sell it – TALK about it.

99Send your giveaways to bloggers – we have a list of the best giveaway sites and bloggers on GiveawayConnection.com.

99Incentivize your current subscriber list to promote your giveaway. Do a “givers giveaway” just for current clients or subscribers. For example – giveaway your ebook to the general audience and giveaway a $50 grocery gift card to the client/ subscriber that gives you the most referrals of that ebook giveaway.

99Register with Klout and build your influence factor.

99Post your giveaway to www.GiveawayConnection.com 99Go to GiveawayConnection.com to download Create 99More Clients Through Giveaway Marketing and get a list of 99200 giveaway sites to post your giveaways on.

99Understand internet and/or social media marketing to help spread the word.

99Build relationships and create joint ventures.

Do you use giveaways to market your business, or do you just love to find out about the latest in giveaways being offered? Join the www.GiveawayConnection.com community of over 1500 followers and find the best things in life really can be free!

Moms In Business Magazine • August 2011 • PAGE 25

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@ Efind-mail Marketers that old DM practices help!

The #1 Resource and Information Center for Marketing to Moms

T

Even with the advent of technology, existing direct marketing principles stand the test of time

he website Astrology.Net wanted to entice people to sign up for its daily horoscopes via e-mail. Between Astrology.net and its online agency Acxiom/Direct Media, they came up with seven letters to test - from short form to long form, from “inside astrologer” to more straightforward.

“At 9 a.m. we sent the seven,” says Acxiom’s Reggie Brady. “By noon, two were doing well. At 2 p.m. we sent the two winners and a brand new one created from the other two. The sign-up rate for the new letter was 43% (some of the others were as low as 17%). The next morning we rolled out.”

Clearly, that’s the main difference between testing in the postal world and testing in cyberspace: the speed.

But as more and more direct marketers test e-mail, they are finding many similarities too. And more importantly, they’re beginning to learn a thing or two about the practice - about what works and what doesn’t.

“We’re seeing people be much more aggressive in the things they’re doing than at the beginning,” says Deb Goldstein, president of IDG Communications List Services in Boston.

“But it is still so new that every time someone goes out there it’s an adventure.”

PAGE 26 • August, 2011 • Moms In Business Magazine

Experts say there is one basic rule of thumb: Everything you test in postal mail, you should test in e-mail. (That includes e-mail lists, of course - see DIRECT, June.)

The bottom line: Don’t forget your DM basics just because you’re doing e-mail. “The biggest lesson is to remember the things that got you your biggest success offline,” says Goldstein. “And then look at the differences in terms of what the medium offers. Some of the basics still hold.

An offer is an offer. A letter is a letter.”

Auction site Onsale Inc., working with e-mail services firm Digital Impact, San Mateo, CA, spent a month doing A/B testing of formatting, trying different subject lines, arrangement of paragraphs, HTML vs. text-only, all of which helped lift response.

For the second phase, which began last December and ended in March, it used self-identified information and also its collaborative filtering software - which predicts the auctions people would be most interested in - to personalize the offers. (Each day, Onsale mails to a third of the 750,000 subscribers to its “Steals and Deals” newsletter.)

Jack Herndon, director of installed base marketing at Onsale, says the most important elements have been HTML and

collaborative filtering to help make the right offers. He adds that, with the second phase, approaches that did well in the tests increased response 20% to 30% over the control, and brought in 10% more revenue.

Another area of agreement concerns when to mail.

Marketers say that, for business-to-business offers, the middle of the week (especially Tuesday) is best; people have too much mail to wade through on Monday, and by Friday they have other things on their mind.

For consumers at home, weekends are best; some send on Thursday or Friday, knowing it won’t be read till the weekend.

Synergy account manager Jonathan Coulman.

Stephanie Healy, interactive sales manager for Omaha Steaks, said a “buy one, get one free” subject line beat out one about “grilling perfect steaks.”

…for business-to-business offers, On the other hand, for the middle of the week Memorial Day she tested a subject line (especially Tuesday) is best; people have too about getting free or burgers with much mail to wade through onMonday,and afranks purchase against one about big savings

by Friday they… for the holiday, and the

The first thing an e-mail recipient reads (other than, possibly, the return address, which should always have the company’s identifiable name) is the subject line. In e-mail, the subject line is the digital version of envelope teaser copy. Subject lines are being tested like mad. Some marketers prefer personalization; others think offers work best in getting recipients to click open the mail.

latter was beating out the former.

The subject line is great for personalization. Onsale found that when it used first and last name in a subject line it had a 10% increase in the number of people who opened the mail and a single-digit increase in click-throughs.

But the results from testing subject lines can be surprising.

E-mail marketing tools provider Media Synergy Inc., Toronto, did a test with and without “win” in the subject line, and those without did better. “Our theory is that Internet users are more skeptical,” says Media

Personalization

is the best cheap trick around,” says MyPoints.com’s chairman and CEO Steve Markowitz. “We know it from postal Continued on page 30 Moms In Business Magazine • August 2011 • PAGE 27

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A Place for Moms to Find Great Jobs A JPlace for Companies to Find Great Moms

Your Strengths and Weaknesses

by Beth Galofaro

in an Interview Reveal More Than You Think

P

icture the setting of an actual interview taking place and the candidate was just asked to describe his or her weaknesses:

“Strengths...me? You want to know want to know what little-old-me’s strengths are? Well, let’s see...I’m a people-person, I just love people, all kinds of people; black, white, green, purple. Oh, and I’m very organized. You won’t find me looking for anything because I know where everything is, I label everything. Gosh, let’s see. I’m a good communicator; you don’t have to tell me anything twice, I learn from my first mistake and will never make that same mistake again.

My weaknesses, let’s see... I can’t really think of a weakness. I guess I would say that I’m a perfectionist. I like everything to be perfect. “

The interviewer moves on, thinking to his or herself, WOW. If it takes you to hem-and-haw through an interview when you’re asked what your strengths and weaknesses are, you are not going make the cut. Period.

So, what are your strengths and weaknesses? Let me PAGE 28 • August, 2011 • Moms In Business Magazine

give you a few suggestions to think about. But first, you have to conduct an honest self-evaluation. What are you good at? What are you great at? If you want to stand out and be taken seriously in an interview, stay away from the terms “people-person”, “organized”, “communicator” and “perfectionist.” We’ve heard it all before. That doesn’t tell me anything about you. And we haven’t even got to the behavioral based part of the interview where I asked you for specific examples of situations that demonstrate your abilities so if you can’t successfully answer my strengths and weaknesses questions you’re toast when we get to that part of the interview.

Hiring managers want solid responses that have substance. Substance means that the answer you give me has meaning in my world as a leader and if I’m interviewing you it most likely means that I’m in a leadership position. How will your skills help me in my role? Everyone knows that strong leaders surround themselves with strong people and obviously, weak leaders surround themselves with weak people so they can look strong. So if I’m a strong leader I’m looking more for responses like this:

“One of my strengths is that I’m consistent. My work is consistent, my professional manner and demeanor are consistent and I consistently perform to exceed expectations. I don’t require a lot of supervision; once I receive some instruction about the task at hand I can run with it. An example I can give you in my previous job is that I took the initiative to get my organization involved with a children’s charity but when an event came up to support that charity, my

marketing department didn’t have the manpower to manage the even so when I was told if I wanted to participate I would have to be in charge of the project and keep our Senior Vice President of Marketing informed along the way I jumped at the opportunity. I didn’t look at it as extra work even though it is completely outside of my realm of expertise. I looked at it as a way for me to become involved in my organization’s strategic initiatives by making sure my organization’s name remains strong in our community.

A second strength I have is that I maintain a list of things to do so that I don’t miss anything. I write everything down because my brain is always a step ahead so in order to make sure I don’t get ahead of myself, I document everything. The list I keep is very traditional, hand-written on a tablet and I either just highlight or cross off things so I can see where my productivity level is and also so that I can follow up with others to let them know that I’ve taken care of certain items if need be.

Lastly, one of my strengths is that I care. I care about the work I produce, my productivity level, keeping up with trends in my profession and continuous learning. I am very loyal to both the individual and the organization I work for. I care about their best interests and strive to maintain a presence that has a positive impact. If I recommend a change it won’t be for the sake of making a change, it will be because I want to streamline a process or make an improvement.”

Do you see the difference between the above responses and the initial response at the start of this article?

BIG DIFFERENCE. BIG IMPRESSION. One that you need to make if you want to get offered a job. How are you going to articulate your response? Prepare. Practice. Role-play with a friend who will be honest with you about how your response sounds. If you’re response is total &*^%$(+# and you don’t believe a word of what you are saying you are not being true to yourself or the hiring manager/recruiter and he or she will know. You have to conduct that honest selfevaluation and realize that everyone’s strengths are different and that’s ok but pick your most impactful strengths, the ones that are going to matter that hiring manager/recruiter.

OK now let’s talk about weaknesses. This is an area where you don’t want to list too many weaknesses because while we all have them, this is a job interview where you want to tout your horns about the good stuff. Give them one good weakness. Be honest but not too honest. They don’t need to know that you’re not a morning person. They don’t need to know that when you screw up you usually punish yourself

so bad inside that anything your manager would say to you would be like eating Tiramisu. What is a weakness that you can state about yourself that would be proper for you to discuss? Here are a few examples:

“I pride myself in being a high producer, while I don’t over-commit myself I have an internal battle going on in my head about always wanting to give more. While I’m not a workaholic by any means when I’m working I don’t tend to want to take a lot of social breaks, this can sometimes look like I’m not interested in others so I make an effort to sometimes take those breaks and speak with others on a non-work related note.

When I make a mistake I’m able to learn from it and move forward but I have to be honest that it does bother me. I’m not a perfectionist by any means but doing a job that exceeds expectations is important to me so if anything gets in the way of this (for example, I mistake I made whether big or small), I tend to dwell on it in my head though no one else would know that I was thinking about it.

I expect a lot from others and sometimes others don’t perform at the same level I do which can be frustrating. I realize that I can’t expect others to perform at the high level I do so I continually remind myself of that and do what I can to ensure that I have reasonable expectations of those who report to me / those I work with.”

By now, you should have a good idea of how to answer the interview question about what your strengths and weaknesses are.

Remember, interviewing is a science, it requires preparation, honestly with self, focus and commitment. If you know what your strengths and weaknesses are you know what you can bring to an organization and this alone will help you to have a high confidence level when speaking with hiring managers/ recruiters who will put you through to the next phase if you properly prepare for the questions they will most likely ask you!

Looking for a great job?

Looking for great people?

If you are, then you need to join the National Association For Moms In Business and start getting involved in our www.HiringMoms.com program.

It’s brand new!

Moms In Business Magazine • August 2011 • PAGE 29

Continued from page 24

Marketing Without Money

throughout your web page. If you’re talking about a particular product or service, or even a product or service category, keep your messaging consistent and relevant.

4. Place Effective Calls to Action. Don’t expect the website visitor to know what to do next. Instead of labeling a button with “click here”, provide specific direction like, “Click here to order”. Giving precise directions or steps to prospective buyers is paramount.

5. Make sure your Web Page Loads Quickly. Most website visitors have very little patience when it comes to waiting for a web page to load. Your web pages should fully load in under 8 seconds. Research has shown that as many as 50% of all website visitors will leave a page if not fully loaded in eight seconds.

6. Focus on the Buying Experience. How would you rate your buying experience? Is it easy to purchase your products and services or do you make your prospective customers jump through a myriad of registration pages to complete a purchase?

Focus on one-click ordering or simplifying your registration process at the very least.

7. Test, Measure, and Refine. Increasing conversions on your website is an ongoing process. Make sure that you have the proper analytics in place to continually evaluate and improve upon your conversion rates. If you don’t have a conversion tracking package, try Google Analytics and Google Conversion Tracking.

Website conversion is one of the most important aspects of online marketing. Without a focus on conversion, much of your online marketing spend is wasted. Determine your goals, develop an effective web page, and create a positive buying experience that you measure and refine over time. Your marketing ROI will be glad you did!

Visit www.MarketingWithoutMoney.com, a program of the National Association for Moms In Business providing marketing resources, tools and training for marketing without money.

PAGE 30 • August, 2011 • Moms In Business Magazine

Continued from page 27

@ E-mail Marketers find that old DM practices help!

mail in the ‘60s and ‘70s. Everything we send is personalized.

We’ve done tests with and without it and the lift is several points.” (My Points personalizes in the salutation but not in the subject line because it has a standard format that emphasizes the offer.)

Yet, according to a March study by Forrester Research, Cambridge, MA, most companies marketing through e-mail are using very little personalization (even so, it found the average click-through rate in e-mail was 18%). “People haven’t made the mental connection that all the things you can do in postal mail you can do in e-mail,” says Markowitz.

One truism of DM is that longer copy pulls better than shorter. Not so in the digital age.

“In some ways the comparison between postal and e-mail seems good, but really it’s closer to a TV news story where you have to capture them immediately or they’re gone,” says Media Synergy’s Coulman.

Coach Leatherware sent out a mailing but by accident forgot to put in the copy and left only the headlines. It got the biggest pull ever. On the other hand, Geo. W. Park Seed Co. Inc., Greenwood, SC, a seed and flower company, does better with long copy of gardening tips and a subtle offer, according to Jim Williams of MarketHome Inc., Berkeley, CA, the e-mail service house for both Coach and Park Seed.

Finally, as any student in Direct Marketing 101 knows, one of the most important elements of a direct mail letter is the postscript. But postscripts don’t make much sense in e-mail, and that space at the bottom is usually reserved for the “optout” information.

Marketers are testing the number and order of the offers, as well as their position in the copy. Generally, three to five work best, these experts say.

Keith Wardell, president of Shop2U.com, Fairfax, VA, which sends catalogs via e-mail, says he has used two variables in

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one test - number of offers and frequency of mailing - with some interesting results. He sent out e-mail catalogs with 10, 20 and 30 offers, varying with once a week or twice a month.

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“The ironic result was that when we sent more frequently they were more likely to buy from the 10-product catalog,” he says. “And when we sent twice a month they bought from the 30-product one.”

Brady, Acxiom’s business unit leader for interactive services, says you should always include multiple links. She recommends three marketing links and the opt-out and to lead with the strongest offer - because the first one always gets the most dick-throughs. (She says Acxiom’s own CatalogLink site once placed the opt-out as the first link and that’s when its opt-out got a lot of click-throughs.)

“I see e-mails come in with just one hotlink and I can’t believe people do that,” says Jason Fruchtman, list manager at VentureDirect Worldwide, New York. “I recommend having at least three hotlinks in an e-mail. With one, you don’t even see it when you open the mail. The more options you give, the better it is.”

Placement of the links is crucial. Links can be bunched together or spread out with more text and space near each one.

E-mail experts agree that at least one marketing link (as opposed to the opt-out link) should be “above the fold” - within the first screen that the recipient sees. Brady says she recently came across an e-mail from a car company in which the first screen talked about the new model but the link to the Web site was below the fold. “That’s a disaster,” she says.

Healy of Omaha Steaks says that when she uses a link to the company’s home page it does better than the links to individual products; she’s now moved the home-page connection to the bottom of the message so the recipients “go right to the products.”

Another issue in e-mail marketing is whether it’s best to use a hard or soft offer.

“Our experience shows us that soft offers work orders of magnitude better than hard offers,” says MyPoints.com’s Markowitz. One exception, he adds, might be in using a “curriculum approach” to a hard offer - using a series of e-mails to introduce the product, lead the consumer to a Web site, then to try to make a sale.

Jason Fruchtman of Venture agrees: “You see a lot of hard offers - ‘buy now’ with a phone number. I don’t think anybody’s buying directly from an e-mail. They want to see a hotlink that takes them to a Web page.”

Yet, Rosalind Resnick of e-mail firm NetCreations Inc., New York, notes that DealADay.com, now part of Cybershop, has made hard offers work.

“Up until a year ago,” she says, we were telling everyone to go with soft offers. “But I was amazed when Deal ADay.com came to us and said they wanted to send out hard offers. They went ahead and did it and did really well.”

Another approach is to test content combined with an offer.

Ray Kaupp, Digital Impact’s vice president of marketing, says that for one client (that he can’t name), an informational newsletter in which the offer was secondary was tested against a straight product pitch. Both pulled about the same but the product pitch “was felt to be much more crassly commercial.

The other was felt to be better at insuring loyalty and the client went with that approach.”

Article courtesy of MarketingScoop www.Marketing2Moms.com, a program of the National Association for Moms In Business, is leading the charge to affordably and effectively help members more effectively market to the #1 consumer in America.

Founder Gina Robison-Billups Editor Design/Layout Eugenia Martini-Jarrett Eugenia@MIBN.org Advertising: Debbie Donaldson Debbie@sunspark.com Published by NAFMIB, the National Association for Moms In Business.

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Moms In Business Magazine • August 2011 • PAGE 31