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You’ve got the blog going–great! Maybe you’re building readership from your customer base, or from others who are interested in what you do. That’s great, too! Now you’re thinking, “Maybe I should do a podcast…”. Maybe you should. And maybe you shouldn’t.

A podcast is a bit like a radio program–it’s an audio recording that is distributed in the form of a digital audio file, such as an MP3, that can be downloaded, transferred to a media player device, such as an iPod or a Zune or one of the others, and played back whenever the listener chooses. It can be a recording of a single person talking about a particular subject, providing information, dispensing opinion, or just making observations. Some podcasts are recordings of two or more people having conversations about the subject matter at hand. Other podcasts are more like interview shows. Some podcasts are like audio books, others are like music programming on the radio. Podcasting has been around for several years now, and it has flourished–chances are that someone is out there podcasting about whatever interests you.

If you’re passionate about what you do, you have already fulfilled one of the first prerequisites for podcasting: you have something to say. Like good blogging, good podcasting is all about the content. If you have quality content to share, and if you can learn how to produce, distribute and promote your podcast effectively, people who are interested in what you have to say will essentially give you permission to speak right into their ear(bud)s, and that’s a privilege you should take seriously. If the content is lame, they might listen for a while, but sooner or later they’ll move on.

Podcasts are generally distributed at no charge to the listener–when you produce a podcast, you’re essentially giving away free content. When you produce a podcast in support of your business, you’re betting that the listener will benefit enough from the free podcast content that he or she will head on over to your Web site and see what else you have to offer them.

If you’re still a little unfamiliar with podcasting, there are plenty of places where you can find information about what podcasting is and how to create and distribute a podcast. Here’s a small sample:

• O’Reilly Digital Media feature: What is Podcasting
• Apple’s Podcast Creation Guide
• Windows DevCenter: Create Podcasts Using Your PC
• iLounge: Beginner’s Guide to Podcast Creation
• Voices.com: Small Business Podcasting Kit
• WebWarriorTools.com: Getting Started with Podcasting (50-page ebook, $9 download)

Any of the resources above will give you a good introduction to how to do the technical part of podcasting. But there is more to think about than just how to record and distribute an audio file. Here are some podcasting pros and cons to consider:

The Pros

1. A podcast can help you leverage quality content that you create to promote your business or interest. By putting a good podcast show out there, you can potentially increase traffic to your blog or Web site. Your podcast should include references to a “show notes page” where listeners can find links to the online resources you mention in the show. If you’ve already got some great content on your site, a podcast can draw people to it. Here are a couple of examples of well-done show notes pages:

• Inside Home Recording
• I Should Be Writing

2. A podcast can help your customers or potential customers get to know you–it puts a face, or more accurately, a voice on your business. Someone who has gotten to know you through your podcast may be more likely to want to do business with you.

3. Podcasting doesn’t have to be expensive. Yes, you can spend a lot of money on hardware and software, but you don’t have to. There is very good free software available (such as Audacity) that runs on Macs, PCs and Linux, and if you’re fortunate enough to be a Mac user, you probably already have one of the best, most widely-used podcasting tools out there–GarageBand. You can also get the hardware you need (a microphone and an audio interface) for as little as $200, maybe less, if you shop around. Many great-sounding podcasts are produced using microphones that cost from $50 to $100, and a reasonably good USB audio interface can be purchased for about $100.

4. There are dozens of podcast directories where you can list your podcast for free. Apple’s iTunes Store (accessed from within the free iTunes program) is the biggest and best-known, but there are others, such as PodcastAlley, PodcastPickle, and PodcastDirectory.

5. The podcast format lends itself well to a variety of presentation styles. You can just talk, giving listeners helpful tips and information, scripted or off-the-cuff, sharing your opinions, or you can involve other people by doing interviews. The format can be very simple–just your voice–or you can include music and sound effects. You can do live, on-location recordings when that’s appropriate, too.

6. You may be able to monetize your podcast. If your listener base grows large enough, there are advertisers who may be willing to sponsor your show. Don’t get your hopes too high here, but you might be able to cover your hosting and production costs. Again, the content must be good.

The Cons

1. Podcasting can be a bit time-consuming, especially at first. Over time you will be able to refine your production process, but initially, it will take you several hours to produce and edit your podcast.

2. The audio quality of your podcast is very important. People won’t listen if the quality is bad, if there is so much ambient noise that they can’t make out what you’re saying, or if the volume frequently changes from whisper-quiet to loud and grating. It can take you some time to learn enough about audio recording to do it well.

3. You will need to invest some resources in hardware, possibly software, and hosting services. Podcasts can be large files, and they have to be hosted and stored somewhere. If you begin to get a lot of downloads, you’re going to be using more and more network bandwidth, and that’s probably going to cost you, as well.

4. It’s not necessarily easy to build a listener/subscriber base. There are thousands of podcasts there, making for a lot of competition. It’s hard to get noticed, and it can take a lot of time and effort to get your show onto the media players of the people you want to hear it.

If you still want to pursue this (and again, maybe you should and maybe you shouldn’t), go listen to some podcasts that are similar to what you want to do. If there aren’t any, that’s probably good–it means you’ll be breaking new ground and there’ll be less competition. If there are already several podcasts out there like the one you want to do, you may want to think pretty carefully about what will distinguish your show from others that are already established. What new angle will you bring to it? Can you give the subject a new twist? Can you do it better?

There are several good podcasts about podcasting that can help you learn how to put a podcast together, how to promote it, how to keep your listeners interested, and even how to make some money. One of the best shows out there is Podcast 411, where host Rob interviews other podcasters about their shows, their production methods, and their marketing techniques. It’s a great show for learning from the mistakes and successes of others, and it can help you get your show off to a better start.

Final caveats

Don’t use your podcast as an audio infomercial. Podcast listeners are willing to put up with occasional brief ads on a podcast, but what they are looking for is content. As soon as they believe you’re just trying to sell them something, they’ll be gone.

Start small and build. It’s going to take you a few episodes to get used to making a podcast. The first few episodes might not sound very good–in fact, many first-time podcasters are embarrassed by the quality of their first few episodes. You might even want to record two or three practice shows before you actually release your first “real” episode. But be patient and keep at it, and your podcast will get better. It might even help your business get better.

Doug Heacock is the writer of Web Warrior Tool’s Beginner’s Guide to Podcasting. He also blogs about the feelancing life at Underpants Office (feed).

Original post by FreelanceSwitch.com

Implement Your Business Idea in 4 Simple Steps

For your business idea to be successful, you will need to take some concrete steps to take it from the drawing board to the market.

Here are 4 simple steps to implement your business idea.

1. Conduct Thorough Market Research

   Even though your idea might be technically perfect, you will still need to evaluate if there is a need for your idea.

   Consult your friends, relatives, and any mentor to find out their reaction to your idea. Also, compile a sample list of your target market and get their views.

   Find out if there are any competitors that are already in the market and their mode of business.

2. Calculate the Time Factor

   Some ideas have a limited shelf life before they become obsolete or are overtaken by newer ideas.

   Calculate the time required for you to introduce your idea in the market and the approximate period that your product or service will take to flourish.

   Also, calculate the time required for you to come up with any new ideas to keep the show going.

3. Calculate the Cost Factor

   You will also need to arrange for financing to convert your dream idea into reality. If you do not have ready funds, then you will also need to explore the option of taking out a loan.

   Calculating the interest payable on that loan is crucial to your business’ long-term viability. A proper technical and financial plan is also necessary if you do not want to run out of funds after a couple of months.

4. Determine Your Skills

   You will need to determine your technical and selling skills in order to successfully sell your idea.

   Your products or services should also have something more to offer than the competition does.

   Bringing a new product or service to market isn’t easy. By following the 4 steps above, you can give your new small business a fighting chance.

Original post by Buzz

Three years ago, I noticed my design business starting to slip. And, wouldn’t you know it, that slip soon became a slide.

So, I tried various things that I’d heard were good for businesses like mine. Here’s how they worked out:

1. Advertising. It proved to be a fabulous way to attract price-shoppers and tire-kickers. No more ads for me.
2. Direct Mail. Although I had been diligent about sending postcards to the people on my in-house list, I found that they were becoming immune to my mailings. This, despite the fact that I was doing telephone/e-mail follow-up after each one. Combine this with the fact that printing and postage costs have really gone up, and you can see the reason why I’m now just an occasional mailer.
3. Mentoring. I signed up for a local mentoring program. And got an experienced mentor. Since the business was deep into Slide Mode, I started exploring career alternatives. Well, in this particular mentoring program, exploring alternatives was bad, very bad indeed. So, I was kicked out.
4. The Networking Circuit. Oh, boy, does this one get a lot of airplay in forums like this. The idea is that if you join the business/professional groups, go to their meetings, and get involved in the running of the groups, business will come your way. Didn’t work for me.

   I even got involved in one group to the point of volunteering for but two major projects. In the course of that volunteer work, I found that the members did very little business with each other. Referrals occasionally happened, but if you’re in business for yourself, you can’t pay your bills occasionally.

5. Seeking Publicity. Although this works wonderfully for some people, I’ve found it very tough to pull off here in Tucson, Arizona. Our local media is a very tough nut to crack. I also found that, instead of seeking publicity, I’d be better off if I just cut to the chase and sought…

…clients.

And that what motivated me to pick up the phone. I covered my cold-calling system in this July 31 Freelance Switch article. I’m going to be referring to the Ideal Client Profile concept developed in the cold-calling article, so why not have it open in another browser window.

Networking Groups Revisited

When I’m referring to networking groups, I mean groups that are organized around:

1. Sharing leads with fellow members. You’ll often hear these called leads clubs.
2. Owning or working in businesses within a certain locale. Chambers of Commerce would fall into this category.
3. Gender or ethnicity. The (U.S.) National Association of Women Business Owners is an example.
4. Being of a certain age. For example, the Young Professionals Organization is geared toward people in their twenties, thirties and forties.
5. Owning a business or working in a certain industry. These are trade associations. You name the business or industry, there’s probably at least one trade association for it.

For some freelancers, networking groups work quite well. Others have experiences like the one I described above. And, as a result of that experience, I’ve cut way back on networking meetings.

But, since many freelancers want to give the networking circuit a try, here are three tips to make it work.

1. If you’re like many freelancers, you’re not just there to network, you’re there to get work. But understand that this process can take months, even years. And, if you’re trying to turn your business around, you don’t have months or years. So, networking groups may not be the best route to take.

   But, if you’re hoping to make a quick sale, try some after-meeting follow-up. Let’s say you went to a lunch and sat next to a lady from a government agency that has quite the budget. You would love to do some work for them. So, you get your lunchmate’s business card and call her within a day of the meeting.

   Tip: Don’t delay on the follow-up calling – people quickly forget who they’ve talked to at meetings.

   When I make these calls, I say, “Hi, Jane, this is Martha Retallick. We met at yesterday’s ABC Club meeting.” I pause and give Jane a chance to respond. Then I ask The Question: “Does your agency hire outside designers?” A direct approach, to be sure. But it can lead to work.

2. Instead of going to this, that, and the other meeting, focus on groups that fit your Ideal Client Profile (ICP). If you’re looking to do business with biotech companies, find the biotech trade associations and start attending their meetings. You might be tempted to join right away, but I recommend going to as many meetings as you can before you’re required to write the membership check. Annual dues can be pretty hefty. You need to check the group out before you spend the money.

   In addition to going to the meetings, call some of the other member businesses and asking if the group has been a source of good clients. And call the group’s board members. A couple of years ago, I was considering associate membership in a local trade group. After attending their monthly meeting, I phoned the board member who’d given a “state of the industry” report.

   Since he was a longtime member, I asked him what he thought about designers as associate members. The group certainly fit my ICP, but his response was quite revealing. He said that he’d never seen designers having any sort of lasting success. So, I thanked him for his honesty and passed on joining. That honesty saved me many hundreds of dollars that would have been spent on dues and monthly meeting fees.

3. If you join and start volunteering for group projects, be careful. Why? Because we creatives have a very high EQ. That stands for Exploitation Quotient. What this means is that we’re often hit up for freebies “for the group.” This includes such things as:
   • Designing or redesigning the group’s website.
   • Becoming the group’s copywriter. For all of their written materials – and their 100-page website.
   • Re-programming the group’s membership database.

   And on it goes. While there’s nothing wrong with doing these things, you are in business to make money, and you’d best be sure that the time you put in on this “for the group” work will result in paying work down the road.

   You don’t want to end up like a designer acquaintance of mine who reflected on her time in a well-known women’s community service organization. She said, “They got a free newsletter out of me, but I didn’t get any business out of them.” Needless to say, she’s no longer a member of that group.

After reading these tips, you may decide that the networking circuit – and all of its meetings – just isn’t for you. And you’re not the only one. I recently read Larry Winget’s book, It’s Called WORK for a Reason! He shares the following thoughts about networking groups:

“I would steer clear of networking groups and their meetings. I know that will get some of you riled up. About half of all salespeople live and die by their networking group. Networking groups are usually just salespeople trying to sell their stuff to other salespeople.”

Okay, okay. I understand that we’re not grubby salespeople. We’re much better than that because we are (dramatic pause) creative freelancers.

But, even if we are creatives, we’re still in sales. There’s no getting away from that fact.

Winget goes on to say, “Unfair to networking groups? Ask everyone in their networking group where they rank among professional salespeople in their industry. My bet is that very few, if any of them, will rank in the top 25 percent of their industry in terms of results.”

But we still need to get out of our creative caves and interact with the rest of the world.

Winget advises readers to “Get involved. Get known. Go to charity events, civic events, wine tastings, art fairs, church, whatever. Be around people. Not with a handful of business cards to pass out. Don’t even go with the idea of getting more business. Instead go there and get involved in the event. Be the kind of person others admire, can count on, trust, and enjoy spending time with. After you have developed that reputation, people will start to ask you what you do and you will be amazed at how many people will want to work with you.”

I’ve been applying Winget’s advice to my own life. Since I already spend enough time at the computer as a designer, I don’t do that in my “Get Known” time.

Instead, I’m building my photographic skills and portfolio by doing the camera work for my neighborhood association and various grassroots community groups. The pay is nonexistent, but the learning opportunities and contacts have been priceless. And I’m finding that the composition skills I’ve developed as a photographer have strengthened my design work.

And so we reach the end of our tour of the networking circuit. I hope that it has been helpful to you.

Original post by FreelanceSwitch.com

How to Negotiate a Business Deal over a Business Meal

Negotiating a business deal over a business meal is not only a good way to save precious time, but it can also create a personal bond with your client.

In addition to your selling skills, it is essential to polish up your social skills too, as illustrated by the following tips.

Plan in Detail

If you can obtain details of the likes and dislikes of your client, then book your table in a restaurant that you know your client would love.

Ensure that your table is well away from the hustle-and-bustle of the kitchen or aisle so that you can talk and eat in privacy.

The restaurant should have a peaceful atmosphere and comfortable seating arrangements along with excellent food.

Re-Confirm Your Booking

You should re-confirm your booking on the day of your appointment with the restaurant and your client.

You should also reach the location before your client to make sure that everything is in order. You can also confirm with the server that you will be paying the bill.

Do Not Jump Into Negotiations

Engage in some small talk to make your client feel relaxed before you get down to business.

Depending on the nature of your business and the expected length of your negotiations, you can either start your business discussion during the main course or wait until you order dessert.

Stay Away From Alcohol

Even if your client drinks alcohol, you should stay away from it, or consume a minimum quantity in order to concentrate at the task on hand.

Negotiating business deals over business meals is a very old tradition. If planned and handled correctly, then you can ensure that you have a client for life.

Original post by Buzz

Original post by FreelanceSwitch.com