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Make Your Michael Jordan Moment

I want you to have a moment where you feel like Michael Jordan as a Director.  Your center is your court.  You should dominate it!

I am a basketball fan.  I have several heroes from that field, but Michael Jordan is someone everyone knows, or at least they think they do.  Millions of Nike’s Jordan sneakers have been sold over the years.  He still earns over $100 million a year, because he is such a part of the American culture.  He is the what we think of when we think EXCELLENCE.

But how did he get there and how can you emulate him?  He said, “I had to learn the fundamentals of basketball. You can have all the physical ability in the world, but you still have to know the fundamentals.”  Did you take time to learn the fundamentals?  What are the fundamentals of Directing a child care center?

  • Professionalism
  • Marketing
  • Curriculum Development
  • Staff Recruitment & Training
  • Communication

These are the core of the Texas Director’s Director Credentialing courses and most of our ongoing trainings. There are other things you need to know, but these are the core.  If you have these down cold, then the minor crises can be handled.  

If you don’t feel confidence in your fundamentals, reach out to us.  We can help you with training or individual coaching.

A child falls on the playground, breaking an arm.  As a professional who has trained her staff well, you know that first aid will be rendered, the child will be comforted, that then the parens will be communicated with well, and then the paperwork will be completed.

OR

The city cuts off the water to your street while they are upgrading lines or the road, whatever.  It doesn’t matter why they did it, but it happened and now you have a situation.  Go out & use your communication skills to find out how long all this is going to last & help them to understand why this is a huge issue for your children.  If it is going to be more than 5 minutes, lean on marketing, curriculum development & professionalism to determine what you can do that will provide a quality day for your students.  You may have to call the parents to get the children because you can’t provide care, or you might be able to create an impromptu field trip to the neighborhood park, using their plumbing, facilities & picnic tables.  If so, just call, text, email parents to let them know how the plans have changed.

Once we have the fundamentals down we move into proficiency.  

“I’m not out there sweating for three hours every day just to find out what it feels like to sweat. “-Michael Jordan  We have to keep working on things.  Practice.  Drill.  Do it again.  And again.  And Again.  Walk through the program every day.  Talk to parents every morning & afternoon.  Do tours.   When you are done, evaluate how it went.  Do you need to shift something?  Are you making your free throws?  BTW tours are the child care version of the free throw.

Jordan is faithful: “Be true to the game, because the game will be true to you. If you try to shortcut the game, then the game will shortcut you. If you put forth the effort, good things will be bestowed upon you. That’s truly about the game, and in some ways that’s about life too. ” Are you being consistent?  He was. Keep going.  Get better, focus on the fundamentals.  

Some folks have a hard time seeing themselves as Michael Jordan.  OK, fine.  You don’t want to be the icon of excellence.  It can be scary to reach that high.  How about trying to be his coach?  A lot of what you do is coaching the staff, parents & children.  The coach he credits with getting him to excellence was University of North Carolina Coach, Dean Smith.  “Other than my parents, no one had a bigger influence on my life than Coach Smith. He was more than a coach – he was my mentor, my teacher, my second father. Coach was always there for me whenever I needed him and I loved him for it. In teaching me the game of basketball, he taught me about life.”  Can you be Coach Smith?  “I built my talents on the shoulders of someone else’s talent.”  Be the base for your people to reach excellence.

If you need a coach of your own, so that you can get your center court moment, I am here for you.  Coaching & training is what I do.  Get your Michael Jordan Moment!

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Focus on the fundamentals.  Get a coach if you need one.  Practice.  Evaluate.  Do it again.  Then when it is game time, you will shoot the game winning shot.  Stand your ground & take your shot.

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Are These Your Monkeys?

The most request article published by the Harvard Business Review is on Monkey Management.  All Directors become familiar with managing monkeys, even if they don’t know that they are doing it.

Below is an excerpt covering Monkey Management from our  book:

Management Time:  Who’s Got the Monkey?

By William Oncken, Jr., (former CEO, The William Oncken Company of Texas, Inc. and Donald L. Wass (former President, The William Oncken Company of Texas, inc.) (Adapted from an article in the Harvard Business Review as an analogy that underscores the value of assigning, delegating and controlling.)

In any organization the Director’s bosses, peers, clients and staff – in return for their active support – impose some requirements; just as the director imposes some requirements upon them where they draw on his support. These demands constitute so much of the director’s time that successful leadership hinges on an ability to control this “monkey-on-the-back” input effectively.

Why is it that directors are typically running out of time while their staff is typically running out of work?  In this article, we shall explore the meaning of management time as it relates to the interaction between directors, their bosses, their own peers, and their staff. Specifically, we shall deal with three different kinds of management time:

Boss-imposed timeto accomplish those activities which the boss requires and which the director cannot disregard without direct and swift penalty.

System-imposed time– to accommodate those requests to the director for active support from his peers. This assistance must also be provided lest there be penalties, though not always direct or swift.

Self-imposed time– to do those things which the director originates or agrees to do. A certain portion of this kind of time; however, will be taken by staff and is called, “staff-imposed time.” 

The remaining portion will be your own and is called “discretionary time.” Self-imposed time is not subject to penalty since neither the boss nor the system can discipline the director for not doing what they did not know the director had intended to do in the first place.

The management of time necessitates that directors get control over the timing and content of what they do. Since what their bosses and the system impose on them are subject to penalty, directors cannot tamper with those requirements. Thus their self-imposed time becomes their major area of concern.

Directors should try to increase the discretionary component of their self-imposed time by minimizing or doing away with the ‘staff’ component.  They will then use the added period of time to get better control over their boss-imposed and system-imposed activities. Most directors spend much more staff-imposed time than they even faintly realize.  Hence we shall use the analogy of a monkey-on-the-back to examine how staff-imposed time comes into being and what the superior can do about it.

Where is the Monkey?

Let us imagine that a director is walking down the hall and the he notices one of his teachers, Jones, coming up the hallway. When they are abreast of one another, Jones greets the director with, “Good morning.  By the way, we’ve got a problem.  You see…”

As Jones continues, the director recognizes in this problem the same two characteristics common to all the problems his staff gratuitously brings to his attention.  Namely, the manger knows (a) enough to get involved, but (b) not enough to make the on-the-spot decision expected of him. Eventually, the director says, “So glad you brought this up. I’m in a rush right now.  Meanwhile, let me think about it and I’ll let you know.” Then he and Jones part company.

Let us analyze what has just happened. Before the two of them met, on whose back was it?  The teacher. Now whose back is it on? The director. Staff-imposed time begins the moment a monkey successfully executes a leap from the back of a staff member, to the back of his superior and does not end until the monkey is returned to its proper owner for care and feeding.

In accepting the monkey, the director has voluntarily assumed a position subordinate to his staff. That is, he has allowed Jones to make him the subordinate by doing two things a subordinate is generally expected to do for a boss: the director has accepted a responsibility from his staff, and the director has promised a progress report.

The staff – to make sure the director does not miss this point – will later stick their head in the director’s office and cheerily query, “How’s it coming?” This is called, “supervision.”

Or let us imagine again, in concluding a working conference with another staff, Johnson, the director’s parting words are, “Fine. Send me a memo on that.”

Continue reading Are These Your Monkeys?

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Stupid Stuff Directors Do

I have done a lot of stupid stuff during the early years of being a Director.

Most of it was because I didn’t have a mentor & a lack of experience/knowledge in how this business was different from most.

The thing about not knowing something is that you usually end up paying for it big time while trying to figure it out.

And I did.

Strategies have gotten better over the years, but I still see Directors making many of the same mistakes I used to make. I’m going to share 4 of those mistakes with you today. I consider them to be pretty big.

Pay close attention because these mistakes cost time, money and energy and have even caused some centers to close their doors for good:

Mistake #1: Not Signing Up Clients for My Waiting List.

Telling parents to go somewhere else sometimes seem like the right thing to do.  Sometimes parent call & want information about your program and over the course of the conversation you find out that the classroom they would need is full.  S you tell them you have no space at this time & suggest other centers for them to call.

Great, but what if they are really a good fit for you?  Do you actually KNOW that all the children in that class room will be with you next week, next month?  The number of times I turned someone away, just to have a spot open up days later is mind boggling!

Go ahead & schedule a tour.  Treat them just like any other potential client.  I now ask everyone at the end of the tour if they would like to fill out an application form.  For $15, and some brief questions, they can secure their spot on your list on your mailing list.

Now you have their contact information and permission to keep in touch with them even if the end up enrolling elsewhere either because you don’t have space or they made a different decision.  The newsletter should be full of useful information: when is the the Watermelon Thump happening & what is it anyway?  What car seat has been recalled?  How do you get a baby to sleep through the night? What dentist can do the whole family?  Is there a local family restaurant that will pay you to print a coupon for $3 off mac& Cheese kids dinners?  Everyone will want to be on your newsletter.

Sending people off to other centers first, puts you at risk. But, that’s exactly what I did when I started my business. I would talk to folks on the phone & then send them on their merry way. What did that do to my income? It caused it to go up and down drastically.

Not only that, it’s also hard to have a center full of happy parents if they don’t really know how much better than everyone else you are. It usually takes least 3 months for a family to be really settled into a center. By signing clients up for the newsletter & waiting list, you’re increasing your chances of enrolling families even after they start somewhere else.

Benefits of Avoiding This Mistake: You get happier families and you remove yourself from financial traps.

 

Mistake #2: Not Having a Clear and Specific Market.

At first I was just any old child development center.  I cared for infants through school age & didn’t have any specific culture.  I would take anyone who seemed interested.  This meant I got a lot of families who needed things I couldn’t provide or who wanted a different type of program. Once I started focusing on who I wanted as clients, it got a lot better.

Which do you think did better, the general CDC of the focused one?  You’re right.  The focused one.  People knew what I was selling. Over the years I’ve had a center that was an adapted Montessori, one that use the Reggio Emilia Methods, one that focused on low income households & one that focused on academic readiness.  I had focus each time.

That’s what I recommend you do too. Get really specific on your market.

Even though you can have success as a general center, I believe you scale faster when you have a clear market that you talk to.

Just take a look at this example…

If you had two centers on the same street, one can care for any children under 12, and the other one helps single parent families, who do you think “newly divorced” women are going to pay attention to? Most likely, the center who helps “newly single” parents.

Benefits of Avoiding This Mistake: The more specific and clear you are about your market, the better your chances are of attracting the kind of people who will stick around and have the greatest success.

 

Mistake #3: Chasing Unhappy Clients. 

There was a time I used to bend my program into all kinds of crazy directions to keep a client.  I increase my hours (for 2 families), installed a camera monitoring system, adding free Spanish classes, and I don’t even know what else.  I would work my heart out during because I just knew that was the only way to keep my center in the black.

Turns out that’s one of the fastest ways to go broke. I eventually realized that when I solved people’s problems that no one else had, I wasn’t giving them a reason to stay.  I was costing myself $$$$ and staff stress.

When a parent is unhappy, see if it something that really needs to be fixed (a hot classroom) or not.  During your conversation with the parent, it’s best to unearth their problems, show them the “light at the end of the tunnel” about this issue and show them how you address their most pressing needs (happy child, quality care, good education, fun play environment & convenience to work/home).  If they want to leave….let them.

Benefits of Avoiding This Mistake: You leave your existing program in good shape & allow those who don’t fit to self-select OUT of your hair.

 

Mistake #4: Providing Childcare For Free.  

The last mistake I want to share with you is caring for children for free. I used to hear all the time in the early years that the best way to keep good staff was to give them childcare for free.

I don’t believe that that’s the best way to get good teachers. You need to be getting paid something for having a child at the center.  This includes 50% of tuition with no cap.  Pay staff well, give them benefits, but nothing should be free.  People don’t value things that they don’t pay for.  Watch a kid with their parent’s IPhone, if you don’t believe me.

Another way Directors give away their services is to not collect tuition.  To let parents slide.  “They will pay next Wednesday, it’s no big deal.” Is what I used to say.  Wednesday became Thursday, then Friday and finally Monday.  That is a lot of service provided without payment.  Would HEB let you have your food for 5 days without paying for it?

When you provide care for free, the parents aren’t as invested in the results. I’ve found that when people pay they appreciate and the more that they pay the more they pay attention.

Benefits of Avoiding This Mistake: You don’t waste your time with people who may not respect you or the work you do.

 

Now that you know 4 of the biggest mistakes coaches make, you can avoid them.

You’ll notice your business becomes much more stable and scales a lot faster.

Leave a comment and share what mistakes you used to make in your program that you no longer do.

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Vacation Recharge

I have been neglecting this blog.  I got caught up with other things.  Writing is something I love to do, but the hubbub of daily work has gotten in the way.  So today I thought I would write about how my vacation recharged my productivity batteries.

Most summers of my adult life I have gone to the family farm that has been in my Mom’s family for almost 100 years.  It is lush and I am basically offline.  No television, limited internet, and cell coverage.  I send time opening up the farm properties, puttering in my cabin & hanging out in the woods.  I don’t think about work.  I don’t plan.  I create, I sit, I nap & I listen.

Now that I am back, I feel ready to make all the things.  I want to build 500 things.  I want to improve programs.  I want to re-work old projects.  I am making new videos.  It is amazing.

If you haven’t taken your summer vacation yet, please do.  You will get so much more done when you come back.  Take a week.  The business won’t fall apart.  Something may get messed up, a room might go over ratio, a receipt might not get out, or a check may be late being deposited.  But it won’t fall apart.

You have done good work.  Your staff can be trusted to do their job.  Trust them.  You have trained them well.  They know the routines & the systems.  They can handle it.  Let go.

Go somewhere that is just beautiful.  The beach, the mountains, a riverbank,  the fields of amber grain…go to wherever you can and walk in nature, take a nap, RELAX!  Recharge your batteries.  Let your brain be empty.  It will be hard for the first couple of days.  You will want to call in and check up.  Resist.  Give one person your contact information to one person who can call you if there really is an emergency.  If you don’t hear from them, then everything is OK.

 

Take it from me.  You won’t regret it.

 

 

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How to Take Action Consistently

Actions speak louder than words. Talking and planning aren’t enough to make progress with most tasks. Some of us specialize in daydreaming and planning. We might have the best ideas, but ideas without action are a waste of time and mental energy. It’s important to spend the majority of your time actually doing something. Action is the key.

 

Those with control over their lives and their time are able to take action on a consistent basis.  They move goals forward.

 

Become more action oriented and gain control over your time:

 

  1. Realize that nothing changes until your behavior changes. Visualization and positive self-talk have their place, but they’re only effective if your behavior changes. You can try to wish your way to a new Bentley, or to make a million dollars by aligning your chakras with the universe, but it won’t happen unless you’re actually doing something different.

 

  • Understand that a consistent change in your behavior is the key to real change.

 

  1. Know the outcome you desire. It’s not easy to take action if you don’t know what you’re attempting to accomplish. Be clear on your intention. Take the time to determine what you want to accomplish. Where do you see yourself in 5-10 years? What actions can you take today to move in that direction?
  2. Start by taking small steps. Do you want to jog for 60 minutes each day? Get started by jogging for one minute each day. You won’t get in shape by exercising for only one minute, but you will develop the habit of getting out the door each day. After a week, up the time by another minute or two.

 

  • After 4-6 weeks, you’ll have developed an exercise habit and can begin to exercise for real.
  • Does it seem like that schedule is too easy? Good! How much running did you accomplish in the previous 12 months? There’s nothing wrong with easy, provided you’re patient and can see the big picture.

 

  1. Limit your planning time. Those that are slow to take action love to plan, but the best plans are worthless until they’re executed. While you’re trying to work out the fine details, everyone else is already taking care of business.

 

  • There’s no reason to be hasty, but set a limit on how long you’re going to strategize before you actually do

 

  1. Use rewards wisely. Small, meaningful rewards can help you to get off the couch and get busy. Decide on a few rewards and when you’ll receive them. Get excited and begin taking action. When you’ve earned a reward, enjoy it.
  2. Get started early in the day. If you can accomplish something worthwhile before 9AM, you’ll be motivated to do even more during the rest of the day.

 

  • If you fail to do anything substantial by noon, you’ll feel bad about how you wasted the morning. Then you won’t feel like doing anything in the afternoon. Then you’ll let yourself off the hook by telling yourself that you’ll get twice as much done tomorrow. Many people make this process a habit. Avoid becoming one of these people.

 

Take a close look at the most successful people you know. Notice that there’s nothing exceptional about them. They aren’t smarter or more capable than you. But they do manage to get things accomplished each day by taking action consistently. The good news is that you don’t have to be spectacular either.

 

You only need to learn how to avoid wasting your precious time. Consistent action is the key to wealth, weight loss, strong relationships, a strong business and anything else that matters in your life.

Sometimes we all need help getting it done.  If you need help getting going email me TexasDirectorCourse@gmail.com.

 

 

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What is a Mentor Coach and Do You Need One?

Athletes have coaches. Many entrepreneurs and professionals have mentors. They’re really the same thing. A mentor coach is a coach for your growth. Most of us weren’t formally taught how to grow successfully. A mentor coach can help you to figure out what you want to do with your life, set goals, and achieve them. They have experience in helping others to live fulfilling lives.

A mentor coach wears many hats:

  1. A mentor coach is a cheerleader. Life is easier when someone is in your corner. When you know you have support, it’s easier to take risks and chase after big goals. You always have someone on your side when you have a coach. *Your coach will also push you. They’ve seen plenty of clients attempt to avoid hard work and stressful situations. They’ll know when you’re playing games and push you to succeed.
  2. A coach provides guidance. It’s not always easy to make good decisions, especially when you’re stressed or fearful. And let’s face it, some folks just don’t make good decisions, period. A coach can help you to make wise decisions. * A friend can’t always be objective or completely honest, but your coach can. You’ll hear what you need to hear from your coach.
  3. A coach helps you to determine what you want to be when you grow up. It doesn’t matter if you’re 18 or 68. A mentor can help you to determine what the next step of your life should be. If you’re feeling lost, a coach might be the answer.
  4. A coach will help you to find balance. Coaches are aware that there’s more to life than just money or a perfect classroom. They emphasize keeping things in balance. Health, professional success, relationships, finances, spirituality and leisure activities are all part of a well-balanced life.
  5. A coach is not a therapist. Therapists deal with past issues and traumas. Coaches work from the present moment and into the future. A mentor won’t help you get over a past loss or deal with the fact that you were bullied in junior high. A coach can guide you toward building a more desirable future.
  6. A coach isn’t required to have any training. There are organizations that certify coaches, mentors or trainers, but they aren’t necessary to hang out a shingle and make a living in these areas. Be sure to vet anyone you’re considering hiring. Since the barriers to entry are so low, there are plenty of coaches that aren’t good at what they do. * Pay attention to reviews and schedule an introductory session to see if a particular coach is a good fit. Choose carefully.

Do you need a mentor coach? A mentor coach won’t solve your challenges, but they can help you to help yourself. If you need a steady hand to guide you and a cheerleader to support you, a mentor coach can make a big difference. There are good mentor coaches and bad mentor coaches. If you’re looking for a mentor coach, ensure that you find a good one.

Texas Director offers Mentor Coaching services. Schedule your session today.

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15 Years of Training Directors

Kate and I (Carrie) have been teaching people how to direct childcare programs for 15 years. Did you ever wonder

Where did you come from, where did you go?
Where did you come from, Cotton-Eye Joe?

Sorry.  My Texas roots are showing.  Every time I tried to just type where did we come from, that song just popped into my head.  Anyway…

Back in 2001 we were both working side gigs with a non-profit organization, focusing on helping women grow their businesses.  I was providing training and support to Registered Family Home providers and small child care centers.  Kate was administering a grant focused on job opportunities for low income  women.

They approached me to write a curriculum for a Director Credentialing course, but said they wanted to have an academic teach it.  That didn’t make sense to us.  Why not have the instructor be someone who has actual experience in the field and an academic write the text?  How could they answer questions that came up in class?  They wanted to ensure that the text hit all the points that a new Director needed to know, and so they wanted a “practitioner” to write it.  OK, I can get behind that.  I decided if I was going to create the materials, I darned well wanted to teach it!  Kate agreed, and we set off to create what is now Texas Director.

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We researched, compiled our knowledge, filled out paperwork, and found a place to teach the first class.  We talked through everything that we wished we had known when we started from marketing tips to insurance to classroom arrangement techniques.  Writing the book was much harder than we thought it would be.  We were literally finishing it while we were teaching that first class.

We tweaked it during each class for the first year.  Sometimes it was just that we noticed a place where we needed to add punctuation, but other times we realized that we had not explained a key point well enough.

We knew that adults retain information better if they have short activities after each topic.  So, we had a quiz or work product that corresponded to each area. When the new Director was done learning about goal setting and all the ways they can use that tool to improve their center, there was a goal setting worksheet to go through to cement the knowledge and give a chance to practice the skill.

Everyone who has ever worked in pre-k knows that to really learn something, you have to actually do it.  You can teach Tommy that his name is spelled T-O-M-M-Y and show him the letters, demonstrate how you write it, but he won’t be able to sign-in in the morning until he holds the pencil and tries.  It will be a mess the first time, but he won’t master it if he hasn’t tried once.  That was the core of our teaching and evaluating philosophy.

It still is today.  A lot has changed in 15 years, but that concept and our commitment to making sure our Directors have what they need to start their careers off strong hasn’t.  If you or a friend is thinking about becoming a Director, let us help you.  You won’t regret it.

My time with Texas Director’s has been life changing! Your company
helped me really take charge of my career and give an amazing 
learning experience to lots of children, including my own daughter.
I have been working with children for over 17 years and obtained my Directors
License about 10 years ago! I have had the privilege of working
in so many different types of centers.
From the credential program and trainings you provide, I have learned the aspects of a great 
Center! – C. Monk

 

 

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How to Save More Money on Your Marketing Budget

Did you know that it typically costs a child care program at least five times more to obtain a new family than it does to retain a family?

And, for each one percent increase in family retention, that transforms into a seven percent increase in profits?

So, what does that really mean for you?

It means customer retention makes a lot more sense (and cents) than customer acquisition.

As a general rule, directors don’t feel comfortable with marketing. You go to all the expense and effort of attracting a new family and having them register and that’s something to be grateful for. But if it stops there and you let the family walk away without some plan in place to keep the relationship going, it’s a real waste. It’s not just one lost customer, it’s lost revenue and referrals that might have been.

A better tactic is for directors to focus more of their time, energy, and resources on nurturing and developing that relationship instead of being content. If you provide continual great service to satisfied customers then they’re going to refer others to you as well.

It just makes sense to focus more effort on marketing and selling to the people who already have given you money at least once. Instead, most directors continually focus their energy on trying to get more new families.

Of course, it takes work to build that relationship and obviously it’s one thing to get them, it’s another thing to keep them, and still another thing to keep them satisfied. How do you do that?

By continually providing them with the information and resources that they need. It’s really as simple as that and it’s a worthwhile use of your energy.

Here are some ideas for building on that relationship whether for an online or offline business:

  • Throw in an unexpected bonus when they sign up for your program.
  • Follow up with a thank you note or phone call. And at the same time see how they’re doing with your program and get feedback on what other services you can provide.
  • Send out a physical newsletter or an autoresponder series of emails and ezines to continue sharing helpful tips.
  • Connect with them on social media and refer them to other beneficial resources.

Successful marketing is all about making your customers feel special and well cared for.

Take advantage of this opportunity to have us set up your first Parent Survey or your Newsletter on MailChimp. Click here to go to our FACEBOOK PAGE and tell us TODAY, why you need our HELP!

Let’s connect,

Kate Young

 

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My First Time

Being a Director almost always also means being the marketing department.  I have just finished my first ever time to run promotions for Black Friday, Small Business Saturday, Cyber Monday, etc.  We have had them before.  I just wasn’t in charge of them.  I am not at all sure I did it well.  But I did it and that is a thing to be proud of.

Being a Director means I have to do things I am not 100% comfortable doing.  I remember the first time I got in front of a tv camera.  I was SWEATING!  But it was free publicity for my business and they wanted to talk to someone with skin in the game.  I was very excited that they called me.  I had been courting the station to some degree for a few months: watching as many news shows as I could and sending in email comments about news items that related to my business.  My childcare center was downtown, so it wasn’t hard to find things that were relevant.  Anything that had to do with downtown, children or families was liable to get a quick note from me.  This was well over a decade ago, so they weren’t as swamped by email as they are now.  I stood out, so I got a call and people heard about my center.

How do we stand out in today’s market?  Sending an email is unlikely to do it.  We all get far too many to count now.  We need clients to know we are here and are relevant.  We can advertise.  Lord knows, I do.  Everybody does.  How much do you believe in the ad copy you read or hear every day?  10%?  You may be conveying 100% true information, but people filter it out.  Marketing is more than buying a well executed google ad.  It is getting in front of people in different settings, so your customers start to know like and trust you.

How do you position your self as a knowledgable and likable person?  Getting on the local news might still be a good way to get noticed, but how do you get the news to notice you?   I have had some success with hand written notes.  They are the rarity now that email was back in the dark ages.  Tweeting images also has some traction.  You have to engage with them, build a relationship.

Texas Director helps a lot of my centers get into the paper.  Local papers need local content to stay relevant.  Having a great event that highlights a worthy cause or brings in dignitaries, is the key strategy there.  The images you send also play a central role.  Make sure you send both portrait and landscape pictures, because you never know what space they need to fill.  Believe me pictures of cute kids sell!  Your write up of the event should be as close to newspaper copy as you can make it.  The less work the editor or beat reporter has to do, the more likely you are to get in the paper.

The other time-tested way to get in front of your audience in a marketing capacity to build rapport is public speaking.  Half of you are shaking your head right now.  That is OK.  If there isn’t anything related to what you do that you can speak passionately about for 15 minutes you are excused.  Everyone else is still in this.  If you would rather poke your own eye out than talk to people you don’t know, then don’t talk to people you don’t know.  Talk to people you do know.  Do you have a book club, mother’s group, gaggle of gals you eat cheese cake with?  Those are your public.  Talk to them about your passion for your work.  Get comfortable with it.  Eventually one of those friends will say, “Hey, my friend Suzie was just talking about her problems in that area.  I need to put you in touch with each other.”  Voila.  Your marketing just worked!  Once you have done that a few times you might be ready to move on to  networking events.  I wrote about those on earlier so check it out if you aren’t sure your up to them.

This type of marketing is much more in my comfort zone than running advertising campaigns.  That is why it was my turn to run one.  I had to stretch my wings.  It may take a while, but I will get the hang of it.  I may never like it, but it is important that I know how it is done so that I can talk intelligently with my team who focus on that area and with clients who have marketing challenges.  Let me know about something new you have tried and how it worked.  I look forward to hearing from you!