Using Google Trends for CI

On Nov. 25, the Wall Street Journal had an article about finding the best “door-buster” items for Black Friday and Thanksgiving weekend sales. A graphic accompanying the article caught my eye – it showed dramatic spikes in Google search activity for a particular brand of women’s boots every year at the end of November… just around Black Friday.

This graph was generated by Google Trends and, while it wasn’t the focus of the article, it got me thinking about the usefulness of Google Trends in identifying marketing opportunities. Imagine what you would learn if you searched for your key products or services, or those of your competitors. If you learned that your customers were looking for information about a competing product during a predictable time period, wouldn’t you want to time your communications to be talking with your market right then?

 

How’s your solopreneur mindset?

I have often wondered about why some people succeed as solopreneurs and others don’t. Almost everyone I run into has at least the basic skills needed for their business; it isn’t that they can’t do the work. Rather, I see attitude and approach as the distinguishing factors between successful business owners and those who never seem to get the traction they need.

Successful solopreneurs become accustomed to living outside their comfort zone. They regularly scare themselves silly. They know that having a great idea is easy; it’s putting that idea into action that requires guts. They may not be natural extroverts (in fact, most of them probably describe themselves as introverts), but they figure out how to act like an extrovert. They learn how to network in ways that are both authentic and effective. They practice their public speaking skills until they can at least convey the impression that they’re enjoying themselves. They hone their writing skills so they can effectively communicate and engage with their market. In other words, they learn to operate while scared.

Successful solopreneurs always think from their clients’ perspective. When they are negotiating a project budget and scope, they always find out what their client’s most important goal is and figure out how they can have the biggest impact on their client achieving that goal. (See my article on Successful Client Needs Interviews for more discussion about this.) They go the extra distance for a client, whether that means adjusting timelines or priorities, creating a new deliverable, or spending more time to make sure the job was done right. They are committed to having every client be delighted with the outcome of their engagement.

Successful solopreneurs ask “why”… a lot. They question the status quo. When they’re told that no one has ever done it that way, they ask why. They will try something new if it might achieve better results than the way things are currently done. They shake things up and assume that whatever they are doing now will need to be changed within a year. They put a sunset clause in every service and product, and re-examine their usefulness, relevance and popularity regularly.

Successful solopreneurs are future-focused. They listen to their clients to identify their most pressing concerns. They proactively seek out opportunities to create value for their clients rather than just waiting for business to come to them. They aren’t afraid to fail; in fact, their philosophy tends to be “Never fear making a mistake; just don’t make the same mistake twice.” They learn from every experience, and focus on solving problems rather than complaining about the current situation.

And finally, successful solopreneurs are committed to having fun. They start with the intention of creating a business that lets them do what they love and that lets them integrate their work into the rest of their life. If something isn’t fun, they figure out either how to have fun doing it or what to do that accomplishes the same thing and is more fun.

As you take an end-of-the-year look at where your business is and where you want it to go, consider how many of the following characteristics sound familiar — or at least attainable. What can you do now to enhance your solopreneurial mindset?

Logo or no?

I used to advise new solopreneurs to invest in a professionally-designed logo – something that reflects well on their business and conveys a certain permanence. And while I have one that I use for invoices and proposals on letterhead, I haven’t used a logo on a business card for years.

Why? A couple of reasons. First, my goal is always to be building my word-of-mouth referral network and that means people remembering my name. I cannot think of an instance in which I remembered a professional because of the person’s logo. In fact, I often can’t remember a person’s business name, but I always remember the individual’s name. So I want to make sure that what my contacts remember is my name and not just a splashy logo.

Second, customized business cards are getting better and better. I order new cards every six months or so, based on my marketing focus and what events I will be attending. Sure, I could slap my logo on a card and just keep printing copies as I run out, but I really like the designs available through companies like VistaPrint.com and MOO.com. The layouts are clear, the designs eye-catching and professional, the options for card stock almost limitless.

I was surprised when I was showing some colleagues my latest business card and, after handling the heavy card stock, rounded edges and thought-provoking quotes on the back, they all asked for a card to keep for themselves. They all knew who I was and how to get in touch with me, but the card felt like something worth keeping. (It was MOO’s “You Can Quote Me” design.) Note that the design and layout are eye-catching enough that I didn’t need a logo to make the card worth keeping.

So, while a logo is nice to have, I would probably invest more on business cards you really like and less on a fancy logo that you don’t use much.