About Page’s Website Copy

I am setting up an online showcase aimed at small businesses and groups, individuals, entrepreneurs and professionals. The categories are creativity, fashion, services, specialty and wellness. I need copy for the ‘about’ page which refers to the convenience to the user of online browsing, exposure to new business etc without stating the obvious like saving time and money and the one stop shop concept.


Jay’s Answer:  What is the true benefit of what you’re offering to your audience? Why would they stay on your website for a while, investigating what you are showcasing? What makes your list of professionals better than other lists? How can the website visitor know that these people are perfect for their needs?

Don’t worry too much about the “About” page. Focus your efforts on the landing page. If that page doesn’t grab the reader, then they’re not going to read your About page.

Name For Upholstery Business

We want to branch out and include upholstery services for our clients. My partner is looking for a Cute & Catchy” name for her part of the business; Upholstery. She thinks upholstery by blank, is so over done. She wants it to be unique yet marketable. Any ideas??


Jay’s Answer:  “Cute & Catchy” is only a good plan if your target audience is in love with “cute & catchy” names. Most aren’t. Imagine that someone needs their furniture repaired, or their sofa re-upholstered. Is the name going to suddenly get the business? Unlikely. But it’s the dream for many business owners that the “catchy” name will be enough to attract customers.

Pick a name that clearly states what you uniquely offer. If your services aren’t unique, and you can’t specialize in a specific niche, then consider building on your existing name (if you’re already successful) – such as “The Furniture Hospital”.

“Upholstery by ______” isn’t a good choice either, unless the name in the blank is recognized. Otherwise, who really cares?

Tagline For Organizing Services

New company name is Red Button Organizing. Specializing in residential organizing and  photo organizing. Tagline can either refer to Button Up like a button or hit the red button for emergency help(not my favorite). I’ve thought of the obvious taglines: Your Life…Buttoned Up but need something more…


Jay’s Answer:  I wouldn’t try to make the tagline “clever”, since your name is unclear. For example: “Specializing in residential and photo organizing” or “Simplify Your Home. Simplify Your Life.”

Tagline for Business Development Consultant

Deciding to consult again after many years of being in corporate America. My specialty is Business Development;sales & marketing with a Focus on Facilities Solutions (everything to run a building- janitorial, energy, waste & recycling, etc). The name of my business is ‘Divine Design’ because I am divinely guided in all I do. I used the business name years ago when I was doing life coaching and mediation services. I need a TAG line. May you assist?


Jay’s Answer: While you didn’t ask, my first impression of your business name is that it’s not a good fit for your (new) target audience. You selected a name that’s about you and your process, which ultimately your client don’t care about. They care about themselves and their problem. “Divine Design” may have been a name that worked for you as life coach, but for a corporate name, it’s likely not to get you the reaction you’re hoping.

But you asked about a tagline, and a tagline needs to both fit your business name and your target audience’s needs. Given “Divine Design” as a name, you need a descriptive tagline – that makes it clear what you offer. For example:

  • Facilities Solutions Consulting
  • Specializing In Business Development

Naming A Jewellry Business

I am taking my jewellery overseas to Papua New Guinea. I want to sell via Internet and  expats. I need a name. I did name it Kiki designs, but I don’t make the jewellery myself. Any ideas of keeping the Kiki in it but not the design. Please help


Jay’s Answer: The Kiki Collection (or Kollection)

The Moment Of Clarity

The Moment Of Clarity Book CoverDecisions based on data models are woefully incomplete – no matter how carefully we collect and analyze the data.  What’s missing from the decision is our customers’ experiences. And the authors of this book (Christian Madsbjerg / Mikkel Rasmussen) claim that human sciences has the answer through the study of phenomena.

Data models excel at solving problems that we’ve seen before and have a tested system to address them. But what about those problems that we’ve not seen before and don’t really have a clue how to tackle? The wrong decision can bankrupt your business because of these blind assumptions:

  1. People are rational and fully informed.
  2. Tomorrow will look like today.
  3. Hypotheses are objective and unbiased.
  4. Numbers are the only truth.
  5. Language needs to be dehumanizing.

In 2000, LEGO was the 5th largest toymaker in the world. By 2004, it was losing $1,000,000/day! It achieved clarity on its tough problems, using sensemaking:

  1. Frame the problem as a phenomenon (instead of “what toys do kids want”, LEGO asked “what is the role of play?”)
  2. Collect the data (instead of analyzing sales,  LEGO watched the family experience)
  3. Look for patterns (instead of depending upon assumptions, LEGO pored over the data to identify common childhood patterns)
  4. Create the key insights (LEGO built on the patterns to create appropriate new products)
  5. Build the business impact (LEGO rejects products that aren’t a match for company’s aesthetics and ethics)

In your business strategy, make sure you balance the quantitative with the qualitative. Numbers without appropriate context won’t serve you long-term, especially in disruptive times.

Give Your Marketing An Edge

Give Your Marketing An Edge
(Photo by Dave Shafer)

Most of the time, we look for the “sure thing”. A “sure thing” tends to be middle-of-the-road. It’s safe. It’s reliable. It’s expected. And it’s mostly forgettable. So what is a business owner to do?

Look to the edges for your next opportunity, client, or learning. Something (or someone) that’s not safe – something that’ll make you have to reconsider some of your assumptions and learning. You’ll likely to have more objections working on the edge. People around you will be worried that you’ll fail. You’ll think of yourself as insane for giving up the safety for the excitement of something new. The edge is definitely not safe. You might even lose a sale or opportunity. But the opposite of growth is stagnation, and stagnation is equivalent to a “sure thing” – a slow business death.

Is looking to extreme edges right for every business? Definitely not. You need to take into account your target audience. If they are middle-of-the-road people, then they’re likely not to be as interested in true “edges” (it’ll make them edgy).  For them, something on the “edge” is likely to be an evolution in your offering – not a revolution. So instead of pushing for an extreme edge for your prospective customers, push for a smaller edge. Something they could adjust to, and even (grow to) appreciate.

Consider the perspective of a new business competitor. Would they likely launch a “me-too” offering (copying your safe/sure-thing)? Or, would they attempt to leapfrog your offering with something re-imagined, something far-reaching, and something harder to copy?

Ultimately if you’re not growing beyond your edges, you’re slowly losing your own edge.

When To Download Social Media Data

We are providing monthly reports for our social media channels (FB, T, LI, YT). The reports are using the “internal” metrics each channel provides: Facebook Insights, YouTube Analytics; Twitter Analytics; etc. What are your recommendations for when exactly each month to gather the data, for the previous month, and why – the 1st of each month? 15th of each month? last day of the month? For example, If we want to gather data for the month of January, should we pull the data today Feb 1, or next week, or Feb 15, end of the month, etc.? Thank you.


Jay’s Answer:  Since your goal is to detect trends (a single data point for metrics isn’t as useful as your trends, so you can compare both against your baselines and others’), be consistent. First Monday of each month, for example.

Customer Participation In Press Releases

I work in the marketing department of a technology vendor serving hospitals and other healthcare facilities. While I was hired for my social media expertise, I am also responsible for press releases – something completely new to me. Writing them is not a problem, as I have a journalism background. But getting customer participation and approval is an issue – and apparently always has been at my company.

When we sell our product into a new facility, we want to spread the word and do a press release about it. Ideally, the customer will provide a statement and put their stamp of approval on the release.

My company’s established process is to go through the person we sold the system to (the Chief Information Officer, for example), or the end-user we worked closely with (e.g. a Nurse Manager).

This often leads to weeks or months of unanswered emails or “I submitted to my superior/the PR department/some other stakeholder … but haven’t heard back.”

I’m wondering if we should *start* with the hospital’s PR department? Will they help us obtain a quote from the appropriate person and shepherd the approval process?

Also, if we choose to forgo the quote, do we really need the customer’s approval to do an announcement of sale press release?


Jay’s Answer:  Based on previous experiences, has your company measurably benefited from press releases? Since it’s unlikely a new technology installation will likely produce something noteworthy (for a PR) in important information, consider instead creating case studies. Work with your clients to measure the short-, medium-, and long-term benefits of your products & services. You won’t need their quotes, just access to their data.

In the future, make it a part of the contract itself, so this issue is clearly noted early on – and resolved in their management structure.

No, you don’t need their permission to note the sale (unless they’ve stipulated it’s confidential). And if you can’t get an authorized quote, then provide one of your own, stated from your perspective (“Their system was having reliability problems, and now they will enjoy 99.99% uptime”).

However, this is not legal advice, and if you’re at all concerned that your clients may take offense at your press release, talk to your lawyer about what you can say legally w/o client approval.