Tag Archives ⇒ customers

Quaker Money

July 27, 2018
· Martin Kelley

Here’s a from-the-archives piece I stum­bled again on recent­ly. It’s from New Eng­land his­to­ri­an Bet­sy Caz­den, whose insights on Quak­er cul­ture I adore. She wrote this for Friends Jour­nal in 2006:

How did Friends come to do so well? The stan­dard sto­ry is a vari­ant on the Puri­tan one: Quak­ers became wealthy by work­ing dili­gent­ly; extend­ing their exper­i­men­tal approach to reli­gion to invent new indus­tri­al tech­nolo­gies; trad­ing hon­est­ly (there­by attract­ing cus­tomers); mak­ing pro­duc­tive use of transat­lantic kin­ship net­works; and liv­ing fru­gal­ly, with­out money-drains like drink­ing or gam­bling, there­by free­ing up mon­ey for sav­ings, invest­ment, and phil­an­thropic giv­ing to Quaker-run insti­tu­tions. All of that may be true, but is at best par­tial. The unspo­ken “rest of the sto­ry” has two pieces: land and slaves.

I’m sure I’ve read this arti­cle before (I uncon­scious­ly sum­ma­rized it this past May) but I think it’s an impor­tant dis­cus­sion to rethink every so often.


Quaker Money, Old Money, and White Privilege - Friends Journal

Quak­er Mon­ey, Old Mon­ey, and White Priv­i­lege — Friends Journal 

“As a birthright Friend, she real­ly knew her antiques.” This com­ment opened a tes­ti­mo­ny to the life of…

Friends Journal Friends Journal 

Share my offendedness (pleeeaaase)

June 20, 2013
· Martin Kelley

Some­times I see blog posts that make me real­ly sad at the state of jour­nal­ism. Phi­ly­Mag is the lat­est but you have the fol­low the daisy-chain of ramped-up hyper­bole back just to make see how ridicu­lous it is.

The restau­rant chain Red Robin recent­ly made a fifteen-second TV ad whose joke is that its veggie-burgers are per­fect for cus­tomers whose teenage daugh­ters are “going through a phase.” It’s had rather lim­it­ed air­play (it’s the 450th or so most run ad in the past 30 days) but still, Busi­ness Insid­er ran a piece on it which claimed that “the chain man­aged to insult all poten­tial veg­e­tar­i­an and veg­an cus­tomers” with the ad. For evi­dence, it cit­ed three mild com­ments on Red Robin’s Face­book page. Fair enough.

But then the page-view-whores at Huff­in­g­ton Post saw the BI piece and wrote that Red Robin is “under fire for diss­ing veg­e­tar­i­ans,” still cit­ing just those Face­book com­ments. Under fire? For three comments?

Sens­ing fresh (veg­gie?) meat, Philly­mag links to Huff­Post to claim that ”veg­e­tar­i­ans and veg­ans far and wide are freak­ing out” and that a boy­cott has been declared. The author tells us that “‘Offend­ed’ gets tossed around so rapid­ly” and it must be true, right?, as she uses it three more times just in her open­ing para­graph. It’s a pity that none of the three Face­book com­menters were con­sid­er­ate enough to actu­al­ly use the words “out­rage” or “boy­cott.” One described the ad as “dis­ap­point­ing” (ouch!). Anoth­er used the word “dis­sat­is­fied” (zing!), though he was speak­ing not about the ad per se but rather a recent vis­it to the restaurant.

Seems like if there is an epi­dem­ic of offended-ness going on, we might take a look at the des­per­a­tion of what pass­es for mod­ern jour­nal­ism these days. Offended-ness must get page views, so why not be offend­ed at being offend­ed? (I imag­ine some hack fur­ther down the pageview food chain is right now read­ing the Philly­mag piece and typ­ing out a head­line about the world­wide veg­an army issu­ing a fat­wa on the teenage daugh­ters of Red Roof exec­u­tives.) Is this real­ly the kind of crap that peo­ple like to share on Face­book? Do Inter­net users just not fol­low links back­ward to judge if there’s any truth to out­rage posts on out­rage? I usu­al­ly ignore this kind of junk even to read past the ridicu­lous head­line. But the phe­nom­e­non is all too ubiq­ui­tous on the inter­webs these days and is real­ly so unnec­es­sar­i­ly divi­sive and stereotype-perpetuating.

Five Tips for Building a Self-Marketing Website

September 7, 2009
· Martin Kelley

A poten­tial client recent­ly came to me with an exist­ing site. It cer­tain­ly was slick: the home­page fea­tured a Flash ani­ma­tion of telegenic young pro­fes­sion­als culled from a stock pho­to ser­vice, psuedo-jazz tech­no music, and words sweep­ing in from all sides sell­ing you the com­pa­ny’s ser­vice. Unfor­tu­nate­ly the page had no use­ful con­tent, no call-to-action and no Google PageR­ank. It was an expen­sive design, but I did­n’t need to look at the track­ing stats to know no one came this page.

So you’re ready to ditch a non-performing site for one more dynam­ic, some­thing that will attract cus­tomers and inter­act with them. Here’s five tips for build­ing a self-marketing website!

One: Use­ful Con­tent for your Tar­get Audience
Give vis­i­tors a rea­son to come to the site. Text-rich, chang­ing con­tent is essen­tial. In prac­ti­cal­i­ty, this means installing a blog and writ­ing posts every few weeks. You’ll see mea­sures like “key­word rel­e­van­cy” increase instant­ly as excerpt­ed text shows up on the home­page. Add videos and pho­tos if your com­pa­ny or team has that exper­tise, but remem­ber: when it comes to search, text is king.

Two: Give away some­thing valu­able or useful
Many smart mar­ket­ing sites fea­ture some free give­away right on the home­page: a use­ful quiz, pro­fes­sion­al analy­sis, a PDF how-to guide­book. A builder I worked with went to the trou­ble of post­ing dozens of floor plans & pic­tures to their web­site and com­pil­ing them into a PDF book, which they gave away for free. The catch in all this? You have to give your con­tact infor­ma­tion to get it. Once the free mate­r­i­al has been com­piled, the site runs itself as a sales lead generator!

Three: Ask your­self the Three User Questions!
It’s amaz­ing how focused the mind gets when you actu­al­ly sit down to define goals. Just about every web­site can ben­e­fit from this three-step exercise:

  1. Who is the tar­get audience?
  2. What would draw them to the site? 
  3. What do we want to get from them?

Get a group togeth­er to through your web­site page by page these ques­tions. Brain­storm a list of changes you could make. You’ll want to end up with Defined Goals: what quan­tifi­able actions do you want vis­i­tors to take? It might well just be the suc­cess­ful com­ple­tion of a con­tact form.

Four: Test Test and Test Again
Many small busi­ness­es now get a lot of their cus­tomers from their web­sites. Your web­site is an essen­tial piece of your mar­ket­ing and pub­lic­i­ty and you need to be smart about it. Com­pile togeth­er your favorite site-improvement ideas and make up  alter­nate designs incor­po­rat­ing the changes. Then use a tool such as Google Web­site Opti­miz­er to put the alter­na­tives through their paces. Which one “con­verts” bet­ter, i.e., which design gets you high­er per­cent­ages in the Defined Goals you’ve set? Once you’ve fin­ished a test, move on to the next brain­storm­ing idea and imple­ment it. Always be testing!

An exten­sive series of tests of one site I worked on dou­bled it’s con­ver­sion rate: imag­ine your com­pa­ny dou­bling its inter­net sales? It is com­plete­ly worth spend­ing the time and effort to go through this process.

Five: Don’t Be Afraid to Get Pro­fes­sion­al Help
If you need to hire a pro­fes­sion­al to help you through this process you’ll almost cer­tain­ly get your mon­ey’s worth! A recent projects cost the cus­tomer $6000 but I was able to doc­u­ment sav­ings of $100,000 per year in his pub­lic­i­ty costs! See my piece “What to Look For in SEO Con­sul­tants” for my insider-advice to how to pick a hon­est and com­pe­tent pro­fes­sion­al web pub­lic­i­ty consultant.

Cleaning Services Guide, E‑Book

August 22, 2009
· Martin Kelley

Office Managers Guide to Best Cleaning ServiceA local client from Taber­na­cle in Burling­ton Coun­ty came to me with an inter­est­ing project. He’s owned a com­mer­cial clean­ing com­pa­ny for a num­ber of years and has heard his share of hor­ror sto­ries about the clean­ing ser­vices clients hired before find­ing him! This expe­ri­ence led him to write a PDF e‑book about how to hire the right clean­ing ser­vice. What a great idea and a what a use­ful book this is for small busi­ness own­ers.

The site’s on a bit of a bud­get so it’s a sim­ple design, with col­ors and gen­er­al look-and-feel bor­rowed from a site the client likes. Sim­ple edit­ing comes via Cushy­CMS. When cus­tomers click to buy, they are sent to Pay­pal for the actu­al trans­ac­tion and then for­ward­ed to E‑Junkie, which pro­vides the auto­mat­ed and inte­grat­ed PDF down­load.

Vis­it the site: Office Man­ager’s Guide to Hir­ing the Best Clean­ing Service

Google Voice’s cavalcade of ringing phones

July 17, 2009
· Martin Kelley

I once read an insight­ful obser­va­tion about the geo-location rev­o­lu­tion that came about with the pop­u­lar­l­iza­tion of cell phones: In the old days of POTS (your land­line, lit­er­al­ly “plain old tele­phone ser­vice”), when you dialed a num­ber you knew where you were call­ing but you did­n’t know who was going to pick up. With cell phones this is reversed: you know who you are call­ing but you have no idea where they are.

Only, this isn’t quite true. To find some­one you have to call their house, their work­place, their cell­phone. What you are real­ly call­ing isn’t the per­son but one of their phones. Much of the time you end up with voicemail.

Well, the promise of the geolo­ca­tion rev­o­lu­tion has been tak­en to its log­i­cal con­clu­sion. I’ve final­ly got­ten my invi­ta­tion to Google Voice, for­mer­ly Grand Cen­tral, the per­son­al­ized tele­phone switch­ing ser­vice that the big‑G is open­ing up to U.S. cus­tomers this sum­mer. It’s free and it gives you the ulti­mate in vir­tu­al­i­ty: a phone num­ber that is not con­nect­ed to any phone. When peo­ple call your Google Voice num­ber, any num­ber of phones start ring­ing. Which one you answer depends on your geog­ra­phy and convenience.

I have three phones set to ring on Google Voice calls depend­ing on the type of call: my cell phone, my home phone and my com­put­er (a Skype plan with it’s own incom­ing phone num­ber). If I’m dis­sat­is­fied with the phone I’m on I can press the star key to have all my phones ring anew and trans­fer the call seam­less­ly (a very addic­tive past-time).  It’s a fas­ci­nat­ing evo­lu­tion of the phone into a vir­tu­al com­mu­ni­ca­tion device.

Intrigued? You can sign up for a Google Voice invite from its site. It’s not a per­fect sys­tem. To use it most effec­tive­ly requires chang­ing your phon­ing habits and mak­ing a very seri­ous switch. I sug­gest Life­hack­er’s guide “How to Ease Your Tran­si­tion to Google Voice” as a good place to start.