Beach Reads for a Business Owner

In one week, I’ll be at the beach. My out of the office message will be set on my e-mail, but like many business owners, my mind will be still very much focused on my passion — building my business. So in addition to sunscreen and sandals, I’ll be packing a stack of books that I’m hoping will inspire me. Here’s what I’ve picked, and why. Have tips for others? Leave them in the comments below. Happy reading!

Rework
by Jason Fried and David Heinemeier Hansson

No venture capital. That’s how 37Signals has built their business, and it’s how we plan on building ours. We’re already avid readers of the 37Signals blog, and use this humbled-beginnings software company as a beacon for where we want to go.


Do More Great Work.
by Michael Bungay Stanier

This was a recommendation when I purchased Rework, but the subtitle got me — “Stop the busywork, and start the work that matters.” Having just come back from my corporate-world stint, I haven’t quite shaken the busywork bug. I feel compelled to be doing something all the time, almost like I have  a looming mid-year review over my shoulder. I’m hoping this book will give me ideas of taking control over my own schedule, and to, well, do more great work.


Making Ideas Happen
by Scott Belsky

When I freelanced, it was simple. If something needed to get done, I did it. In corporate, the team was so big that I knew my myopic role and did just that. But now, we have a small team, and a long list of things we want to do. I’ll be looking to this book for ways to get our ideas off of our index cards and into the hands of our customers.


The Official Scrabble® Brand Word-Finder
by Robert Schachner

One of the first things I do every morning is play a game of Scrabble on my iPhone. I find it’s a great way for me to wean in the day (I’m naturally a night-owl). Lately, I can beat the Normal setting without a challenge, but I’m stuck when it comes to Hard. I plan on using this study guide to beef up my Scrabble skills not only for my own enjoyment, but to ensure that I win at family game night (I have a slight competitive side, too.)


Ladies First: History’s Greatest Female Trailblazers, Winners, and Mavericks
by Lynn Santa Lucia

Stories of others who have risen to a challenge are most inspiring. So what better fodder for dreams than a collection of women who have changed the course of history. From Christine de Pisan, Europe’s first professional female writer, to Dorothy Levitt, the first woman to compete in a motor race in 1903, I can’t wait to read the seventeen mini-biographies and maybe find a piece of myself among them.


Savor: Mindful Eating, Mindful Life
by Thich Nhat Hanh and Dr Lilian Cheung

Mindful living has had a profound impact on my life. It helps me make better decisions in both business and in life. One aspect of mindfulness is around how we consume our food. Too often, I find myself gobbling down a breakfast bar because I’m running to a meeting. This book, written by one of the world’s preeminent Buddhist authors, shows how you can maintain a healthy weight and attitude simply by paying attention to your food.

How to define your target market – motivation vs. demographics

I recently worked with a client named Jane who is a healer of sorts. When we sat down to analyze her target market, she was mystified. “I don’t know” she said. “I work with both men and women, their age and income is varied and they are of all sorts of different professions – this is why I can’t figure it out.”

As with many entrepreneurs, Jane was focusing on the demographic profiles of her clients which were at best, varied. We looked instead at the motivation of her clients – that is to say, “why the heck do these people come to you in the first place?”

At this point, we discovered that Jane’s clients were very spiritual. They generally had an emotional block and tried various traditional ways to heal, perhaps by visiting a traditional doctor, chiropractor, massage therapist, etc. Bingo!

Motivation defined Jane’s target market. Once Jane began promoting her services to chiropractors & massage therapists, who had a number of well-motivated clients searching for someone like Jane, her phone began to ring.

Big companies are also looking at motivation as a way to segment a target market. One that is rapidly emerging is that of the “Alpha Moms” a group of socially-savvy, hip and type-A mothers.

A recent article in USA Today touts the equity of this target market in companies such as Nintendo, Proctor & Gamble, and GM. More and more it’s the social characteristics and motivation that defines a target market, not the specific demographics.

Start focusing on the needs and motivations of your target market instead of the age & income – chances are, you’ll be rewarded.

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

Deepak Chopra – A book for everyone?

In last night’s Colbert Report on Comedy Central spiritual leader Deepak Chopra exchanged some rather entertaining words with the radically right-winged host Stephen Colbert. There to promote his new book, Life After Death: The Burden of Proof, Chopra enlightened the audience with his unconventional points of view of the universe.

How does this relate to marketing you may ask?

After the debate, Chopra’s last words were in describing the target market for his book “All I can say is that this book is a must read for anyone who is going to die.” At which point Stephen Colbert broke character and began to laugh.

Now, normally, I scoff at such sweeping generalizations but this case made me stop and think – “He’s kinda right.”

Befuddled, I came to the conclusion that the sweeping generalization was so specific that it achieved an interrupt.

A marketing paradox, or truly a book for everyone?

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com