Dave's Blog

WELCOME TO THE WEB!

Dave Segrove (JDE LTD) — Wed, 25 Nov 2009 17:07:21 -0600

We're delighted to announce the launch of www.DesertDwellersRealty.com, the real estate broker website of Desert Dwellers. The site features integrated IDX property searches and individual web pages for each of the Desert Dwellers agents. The site also boasts RSS news feeds, dynamic content (CMS) and a host of links, area information and tools. Welcome to the web!

A R-E-C-I-P-E FOR THE HOLIDAYS

Dave Segrove (JDE LTD) — Wed, 25 Nov 2009 13:45:00 -0600

It's that time of year. Yes, holidays, winding down – one hopes – and looking forward to the start of a new year. It's never too early to begin laying down the foundations of a business, marketing or personal plan for 2010. Here's a simple R-E-C-I-P-E.

Take a RETROSPECTIVE look at 2009. Look at the good, the not-so-good. You've lived (almost) another 12 months and you've experienced (almost) another 12 months. That's a year's worth of wisdom. You've probably learned much more than you realize and you can put that all to good use in your plan for 2010.

EVALUATE the successes. What were your goals at the beginning of the year? Did you have any? If not, resolve to change that immediately! How does your year end appear to be shaping up relative to those goals? What were the successes in 2009. Were they planned or unplanned? Write them down and figure out what you achieved. Plan to do it again if possible.

CELEBRATE your successes. Give yourself a pat on the back! Even the smallest achievement is step in the right direction. It's something to build on. Experience is a success in itself, so at minimum, you've got that to celebrate.

INVESTIGATE the failures. I hate to use that word, but I couldn't think of a better one. What didn't work as planned in 2009? If you had a plan and something didn't work out, try to understand why. Accidents happen. The unforeseen happens. The saying "the best laid plans of mice and men..." exists for a reason, as does "if at first you don't succeed...". You now have the benefit of hindsight.

Begin your PLAN for 2010. Yes, I know 2009 isn't over, but it's almost December and the year end will be here before you know it. Your plan should include measurable goals (see A SIMPLE GAME PLAN). Looking back over this year, include possible pitfalls you need to watch out for. Try and add a goal that you didn't have this year. On your calendar, put a short-term objective for each month and a method by which you can measure success. Don't wait until the end of next year to get yourself back on track. If 2009 didn't go as expected, pick yourself up, dust yourself off and plan to try, try again.

ENJOY yourself. It's the holidays. Season of goodwill and time to be grateful for all the big and little things in our lives. Next year will be a challenge, but you're going into the New Year with a plan and a whole 12 months of additional experience and wisdom. Let bygones be bygones and resolve to begin 2010 with a clean slate and a whole year of potential.

Have a wonderful Thanksgiving (and Holiday Season)!

THE TANGLED WIDE WORLD OF WEB BROWSERS : A PERSONAL OPINION

Dave Segrove (JDE LTD) — Mon, 16 Nov 2009 09:48:55 -0600

As a web designer, part of my Quality Assurance (QA) testing is to verify that my websites work in a number of different browsers. One cannot "assume" that just because it's okay in one, it's going to be okay in another. Beyond just working, the appearance of the site is often affected by the browser as well. Sometimes the behavior difference can be quite dramatic.

Some of these differences are due to the fact that there are differing standards for browser and web design behavior. Though there are a fundamental set of "rules" that everyone follows, the difference in "tweaks" can be very frustrating at times, but the ultimate result is worth it.

As a result of all this testing, I've come to develop a fondness for certain browsers. While Microsoft's Internet Explorer used to dominate the browser market, others have begun to develop a following of their own. I thought I'd share some of my experiences with you.

The "Big 5" browsers are, considered by many, to be:

Internet Explorer
Firefox (Mozilla)
Chrome (Google)
Safari (Apple)
Opera (Opera)

I used to be a big fan of Internet Explorer (IE) (www.microsoft.com/windows/Internet-explorer). However, as the version numbers went up so did the complexity of the browser. I've found that many "built in" features of Windows suffer from a tendency of trying be all things to all people and IE is no exception. In addition, the changes from one version to another have been very dramatic, both from a visual and usability standpoint. According to w3schools.com's month-to-month "Web Statistics and Trends" report, Internet Explorer, with no less than three major versions out there, has seen its heyday (mid 2008) and it's market share, though still significant at about 35% has dropped a lot. Whether this is due to security or usability concerns, who knows, but I'm betting that the numbers will dwindle even more as awareness of other browsers grows.

From a personal standpoint, my major complaint about IE has been the speed at which it loads and the continual having to unload or "switch off" various components. I also don't like software that interacts with my operating system at a level that makes me feel as though it knows better than what's good for me. Added to this have been security issues for years now. My use of IE has simply been reduced to testing. Yet, Microsoft does claim that IE is one of the "safest" browsers out there.

The lion's share of the browser market belongs to Firefox (FF) by Mozilla (www.mozilla.com/en-US/firefox/firefox.html). In the Windows world, Firefox became a big rival to Internet Explorer in 2006. I believe that much of this was as a result of the whole legal drama that surrounded Microsoft's including IE in Windows, along with what seemed to be one security issue after another. Firefox was there and took the lead.

I used FF for about a year as my primary browser until Google Chrome came along. I became increasingly frustrated with loading times that seemed to grow and grow, along with what seemed to me to be an incredible number of updates. Perhaps it was no more that IE, but the fact that the updates were installed when I loaded the browser, gave it the appearance of being perpetually updated. I always liked the "tabbed" browsing windows that Firefox, I believe, was first to adopt. Yet, over time, I feel as though the browser has suffered a little from the IE habit of trying to be too much. So, as with IE, I use it primarily for testing purposes.

Google Chrome (www.google.com/chrome) made it's debut in 2008. It was heralded (by Google) as being a fresh browser, built from the "ground up". Early reviews were positive. It was certainly different, and took a little getting used to. Gone were many of the text menus that I'd gotten used to. It behaved differently too. One tab crashing didn't wipe out the others. I also rather liked the way it tracked my browsing history.

Yet, there were some early problems. Some addins, such as Flash, were a little "iffy" and some sites refused to load in Chrome, telling me to use IE or FF instead. I'm glad to see that this has changed and, as Chrome's use has grown over the past year, many of the early problems have been ironed out.

From a personal standpoint, Chrome is my current browser of choice. It's fast. Very fast. Once you get used to piloting it, I've found it very reliable. It does what I expect it to do: allow me to browse the web. Sounds simple, doesn't it?

Safari (www.apple.com/safari/) used to be the "Mac" browser. It still is, but the Windows version has been adopted by a growing segment of the browser marketplace. Safari is what Apple products tend to be: glossy, streamlined and functional. It's a nice browser. It feels "clean" and "light". Many consider it to be the "fastest" browser out there.

My personal use of Safari has been for testing purposes, but I do like it and will continue keeping an eye on it as a potential alternative for Chrome should be need arise...

Finally, the last of the "big 5" is Opera (www.opera.com/). While this browser still has a relatively tiny percentage of users (about 3%), it's growing. Like Safari, Opera feels "clean" and "light". It loads quickly and does a good job.

Opera is the only browser that has not crashed once since I've started using it. I like the way it "remembers" the last site I was on, and this, straight out of the box. There is little "fluff" with Opera, like Chrome and Safari. I personally believe that it's popularity will grow as people become aware of it.

As the mobile platform usage grows, I expect both the mobile versions of the above browsers as well as new ones to make their presence felt. As a web designer, I do have to take mobile browsing into consideration. Most "airtime" costs when it comes to browsing, so sites need to load quickly and the amount of content needs to be "bare bones" to keep costs down. My mobile browsing testing has been limited to IE and some "emulators" from the mobile phone companies which allow me to do some limited testing. That said, Opera has a nice feature built into the desktop version which easily simulates a mobile browser. It was the original reason I downloaded Opera and, from a developers standpoint, I'm very glad I did.

As a designer, I also test my sites using Lynx (lynx.isc.org), which is a pure text browser. This allows me to see my sites in a mode that might be used by a visually impaired visitor as well as how search engines view the sites.

So, there you have it, the Dave Segrove opinion on the major browsers. To summarize, I think Internet Explorer and Firefox have become too "bulky" and slow to be practical. Chrome is where it's at, right now, but Safari and Opera show a lot of promise. You can download and run all of these browsers on the same PC and try them for yourself. It always comes down to what you're comfortable using, but it never hurts to try something new...or old again...

PERSONAL BILLBOARDS (AND CONVERSATION STARTER?)

Dave Segrove (JDE LTD) — Wed, 11 Nov 2009 06:46:46 -0600

I was working on my laptop the other day in at a Paradise Bakery in Phoenix (free Wi-Fi and an excellent "frequent flier" program) when I looked around at several other people, like me, all busily tapping away at their laptops.

Whether it was the potent mix of a particularly strong coffee coupled with a ray of sunshine that hit me just right I do not know, but I suddenly thought..."hey – all that advertising space".

How many people have laptops?
How many people use them in public places?
How many people glance at them while walking by?

Imagine a simple ad on the back of the laptop lid...

"Ask me about...[insert product or service]"

or "Need [insert product or service]? Visit www.[insert website].com"

Nothing elaborate, and something that can be read from ten to twenty feet away. Buy a simple clear or white weatherproof label, print, stick and voila!

In this economy, anything's worth a shot, right? Who knows what sort of conversation might ensue...

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby's Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

READ 'EM AND WEEP : "ANONYMOUS" ISN'T

Dave Segrove (JDE LTD) — Thu, 29 Oct 2009 09:06:13 -0500

It's funny what you can come across when browsing for something completely different, but then again, it shows what a good blog article title can do...

BLOGGERS BUSTED BY COURTS

The article on legalzoom.com (here's the link), discusses the 2009 case of Liskula Cohen, a model, who was called some rather unpleasant things in several anonymous blog posts. She decided to sue. Since the poster was unknown, her attorney's had to go after Google, owners of Blogger.com where the comments were made.

The case made it to the New York Supreme court where it was decided that the comments had been defamatory and Cohen had rights to claim compensation. More specifically, they quoted a similar Virginia case and stated that anyone suffering "damages" as a result of "tortious or other actionable communications on the Internet" should be able to "seek appropriate redress by preventing the wrongdoers from hiding behind an illusory shield of purported First Amendment rights."

Back in 1995, the US Supreme Court had ruled the opposite, citing that the First Amendment guarantees protection, is vital to any democracy and "Anonymity is a shield from the tyranny of the majority".

A quick Google search for "bloggers sued" brings up a host of results (add 2009 to the search for more current stories) from here and abroad. It that there isn't a part of the world that doesn't have a blog-related lawsuit in progress somewhere.

So, what does it all mean?

Well, other than I shouldn't be so easily sidetracked, it goes to show that "anonymous" isn't necessarily so. Of course, many of us already know that once we step foot into the Internet world, we're about as anonymous as a polar bear at a penguin convention. Yet, that aside, it also goes to show that what you say really can matter online. What you say can come back to haunt you, whether it's a comment you make on a personal level, or, I'm guessing, a professional one too. The "offense" may not have been intended, but that's up to the "offended" party. There are, I'm sure, some very legitimate cases that deserve a look, but that has to be balanced by the First Amendment (or other freedom-of-speech laws around the world) and allowing people to say what they want to.

The legal lines are very shaky in this regard. Quite literally, the jury is out when it comes to what's okay and what's going to end someone up in court. As an enthusiastic blogger and writer myself, I hate the thought of censorship at any level, but such is the world we live in. It's going to be interesting to see how it develops, but in the meantime...if it's something I wouldn't say I loud in a public forum, it might be worth keeping to myself...that makes sense to me.

Oh - and this blog is my opinion and is not intended to offend anyone...sigh.

A GOAL A DAY...

Dave Segrove (JDE LTD) — Fri, 02 Oct 2009 11:12:22 -0500

What is it about that "Friday Feeling"? The anticipation of two days of no work? Having survived another week of the rat race? Sleeping in? Happy hour?

What ever the underlying cause for that slightly excited 4pm sense of excitement, many people feel a sense of accomplishment; and many wish they could feel that way every day. While this post comes under the broad heading of "marketing", it can apply to other aspects of personal or professional life.

The old proverb "an apple a day keeps the doctor (or dentist) away" has some conventional wisdom within. Take the proverb and substitute "goal" for "apple" and "apathy" for "doctor" and we're on to something.

Last week I posted an article comparing a marketing campaign to a military one (see VENI, VIDI, VICI). In the article I illustrated that, like it's military counterpart, a marketing campaign is comprised of a series of goals, each building on the former to achieve the ultimate goal.

Okay Dave, but what's this got to do with-

Hang on – I'm getting there.

Take a look at your marketing campaign plan. Hopefully it's broken down into strategic milestones, monthly or weekly goals. If not, perhaps you could consider doing so, and while you're at it, break into daily goals too.

That's a lot of work, Dave...

Is it really? The more detail you can break a plan down to, the easier it is to adjust the smaller components. But most importantly, you can set daily goals. This might be something as routine as "complete 10 marketing calls" or "5 ideas for flyers", but at the end of the day, it can be something you can put a line through and say "done". It's a part of your campaign. You're a step closer to reaching your goal and getting where you want / need to go.

Is it a "Friday Feeling"? Perhaps not quite, but you can look back at the day with a sense of having achieved something relevant to you and your business.

Happy Friday.

VENI VIDI VICI : MARKETING ACCORDING TO JULIUS CAESAR

Dave Segrove (JDE LTD) — Thu, 24 Sep 2009 08:47:39 -0500

"VENI, VIDI, VICI"

Julius Caesar is attributed with saying these immortal words (translation "I came, I saw, I conquered") in 47 BC. The Romans, for a many years, quite literally conquered the world; and they did it one battle at a time.

A marketing campaign is like a military campaign: there's a short-term goal and a tactic for achieving it. Notice I said "short term". A war is (alas) medium or long-term and a marketing program likewise. A marketing program (like the a war), is made up from a series of campaigns, each leading to what is an ultimate objective.

VENI

Now, this is "marketing according to Dave Segrove", not something I read somewhere else. While I consider long-term marketing strategies okay, I think they belong in the realm of larger companies or, preferably, nowhere.

Ooh – he's picking a fight...

Not really, and here's why.

I see this particularly with small companies, but the marketing plan (or campaign), becomes another word for "vision" : In two years, by doing this and that we're going to achieve....

In order for a marketing plan, like a military campaign, to stand a chance of working in a small company (in my humble opinion), is should:

be short term (less than six months);
have clearly stated and immovable and tangible goals;
have a start and end date;
include a method to measure success;
have a plan to get there;
includes the necessary resources;

VIDI

The immovable and tangible goals should be engraved in stone. Again, I go back to the military analogy. The campaign to conquer a city will help win the overall war. Once the objective has been stated, is should not really be changed. The other parts of the plan may change, heck, plans do all the time, but if the goal changes, then a new plan must be called for.

When I work with clients, we often have to go back to basics, determining what their business goals are for, say the next couple of years, from which we can develop a marketing strategy, which is broken down into short-term plans. If plan A succeeds, we develop plan B. More often than not, we run several at once, building fail-over and backup into our game plan.

A marketing plan can be one page, but (in the Dave Segrove method), must include all 6 items. If you cannot develop a plan that includes all six, then perhaps you should question then plan idea and take a step back and look at your overall strategy.

VICI

With the proper planning and goals, you're all set to go-a-conquering. Hail Caesar - and steer clear of anyone called Brutus.

SOCIAL MEDIA CZAR AND OVERNIGHT MILLIONAIRE

Dave Segrove (JDE LTD) — Fri, 07 Aug 2009 20:36:36 -0500

The cursor flashed. The screen was blank...

There I was, sitting at the keyboard. It was time to blog, then put the word out on Twitter, Facebook, LinkedIn, Digg, Reddit etc etc. But I was stuck. “It was a dark and stormy night” sounded less cliché than anythign I could come up with.

Then it me...and I wrote. I wrote from the heart. I was an oracle, a prophet...I was Jerry McGuire...I wrote with passion, with love...and the words flowed...

One article and it happened. Someone on one of the press feeds got hold of my post and the next thing I knew, the phone rang. “How”, “why” and “what's next”. The phone rang all day, into the night and the next. At first it was just small press. The next thing were the TV stations. Local, then national and then BIG TIME TELEVISION.

All within a day.

The most amazing call was from the White House. Could I see the benefit of a cabinet-level position dealing with Internet and social media issues? Would I consider filling that role? Would I come to DC and...

...Iwoke up. The cursor flashed. The screen was blank.

I called it a night and went to bed.

MAN vs WILD : A SMELLY ENCOUNTER

Dave Segrove (JDE LTD) — Tue, 04 Aug 2009 09:37:37 -0500

When we arrived at our cabin my wife turned to me and said "skunk". I sniffed my armpits thinking that wasn't very nice...

But she was right, there was a faint odor of skunk in the air. We'd smelled it on our previous trip. It was a lot like that whiff you catch when driving down the freeway. There was one living nearby we figured. Oh well, such is life in the "domesticated wild" in which our cabin resides.

The next morning was weeding time. With much moaning about how I always seem to be pulling weeds...grumble grumble grumble...

I froze when something caught my eye.

Next to the air conditioner was our skunk. He appeared curled up and, dare I say, asleep?

If there is a world record for reverse long jumping, I broke it when the skunk moved. Everything I'd ever learned about being sprayed and the long-lasting effects were foremost in my mind. We didn't have any tomato juice...did we?

But it was alright, he settled down again.

The next hour was spent phoning pest control companies all of which either didn't pick up, return calls or deal with skunks. Finally, a call to the local police for information got us the name of my hero, Steve Gouker. "Skunk?," he said, "I'll be there in twenty minutes."

Within half an hour a pickup truck with Steve and son Cutter arrived. Steve got out and walked towards the air conditioner. I was expecting something out of a science fiction movie, radiation suit, oxygen tank etc, but not Steve. He strode up to the vicinity, looked at the skunk and called to Cutter. "Cutter, bring the stick and a trap."

The battle began. The skunk was squirting his foul-smelling liquid and it was nothing like that brief whiff on the highway. This was full-blown, pure evil-smelling burnt rubber and it burned.

But the skunk didn't budge.

"He's got his head stuck under the AC," explained Steve.

There are a series of small holes under the unit. Somehow, our skunk was inspired to insert his head in one. He hadn't been sleeping. He'd been wondering if his day could have gotten any worse. It was about to.

"I can't get him out. I think he might die." Steve wasn't able to move the critter who now had our sympathy. While we watched, Cutter told us that they'd seen this sort of thing before, though the skunk was usually dead by the time they were called out.

"Got him!"

Steve stepped back holding his snake stick with skunk on the end. Not a very happy creature, probably embarrassed, certainly all out of stink.

Into the trap he went, to be relocated to a somewhat more remote part of the White Mountains.

Steve told us that he'd been called out a lot this year, skunks were everywhere it seemed. Well, we'd built our cabin in "skunk land", so it was hardly surprising. We were glad the little guy survived and was going to new pastures.

Steve and Cutter drove off into the morning sun with one smelly passenger and two loyal customers...and a stink that would remain a few days...out of sight, but not out of mind.

If you're in the White Mountains area and need critters removed, I would heartily recommend Steve Gouker (and Cutter), owner of Critter Ridder and Sons.

HANG UP AND DRIVE!

Dave Segrove (JDE LTD) — Fri, 24 Jul 2009 16:53:12 -0500

While this isn't exactly real estate related, many people in this industry (as well as others) do use a cell phone while driving...

I write this in response to an excellent article by Helen Popkin on the MSNBC Technology site titled "Hey stupid! Drop the cell phone and drive". In the article Ms Popkin asks the obvious:

"Seriously. Dang. Isn’t it time we, as a people, owned up to the cognitive dissonance going down whenever we tsk-tsk terrible tales of texting bus drivers, then yack away behind the wheel while driving way the hell over the speed limit or coasting through a four-way stop with a carpool full of kids? "

How very true and well said. Her article goes on to address the political situation that, territorial bounds and the recently-released 2002 and 2003 NHTSA reports and recommendations. She concludes with a passionate discourse (and I mean that in a nice way), about the lack of consideration for others, both in terms of safety and politeness of those of us who dial, talk, text, email etc etc while driving.

What is it about us that makes us so selfish? Why do we not take action before someone we know (or know of) is hurt or killed?

As Ms Popkin points out, people who are on the phone talking (not texting), are as much of a risk as someone with a bac (blood alcohol content) of .08. Yet we don't stop doing it. It's like drinking and driving. I'm always blown away by the number of DUI arrests at holiday time. After all these years, all the education, the warnings etc etc etc you'd think we'd get it!!!

We've all heard about or seen people reading, putting on make-up, eating, drinking or combinations of these at the same time, while driving. We tsk and shake our heads and then go do one or more of the above ourselves.

Before I'm accused of being a hypocrite, I add myself to the list of the guilty, though I do not use my phone and drive unless it's an emergency. What defines "an emergency" may need to be clarified for many of those people whom I know who seem to have no qualms about phoning while driving what is a potentially lethal weapon.

What struck my in the post by Helen Popkin was her willingness to not get into a car without warning the driver "you get on the phone and I get out" and her willingness to hang up the phone is someone calls her while their driving; no questions asked.

Personally, I think cell phones have become the bane of society. I can't go into a store, restaurant, board a plane, train or even walk my dog without someone in the vicinity having an overloud conversation. I've heard people talking on the phone un public restrooms...and not while standing! Most of the time the conversation is about nothing, but they love to say it out loud. People "forget" to switch their phones to "vibrate" in meetings or other places and there are some ring tones that have allowed me to understand what the saying "to see red" really means.

Calm down, Dave...this is about driving while on the phone.

Thanks Dave.

Driving takes skill. It takes coordination and concentration. Anything that interferes is a distraction and therefore a liability. Some experts have noted that even listening to the radio can be just distracting enough to make the difference in reaction times that turn a bump into a crash. Throw in food, DVDs, MP3s, CDs, newspapers, laptops and phones...how much distraction is too much?

Anyone who has driven at least a little in recent years has seen or been in a near-miss situation, only to realize that the other driver was...you guessed it...on the phone, and with no clue how close they just came to killing someone.

It's unfortunate that we'll probably have to wait for serious legislation to stop the practice of phoning-while-driving and it's even more unfortunate that the kind events that drive this sort of legislation are usually the ones in which people are killed.

So, rant over and a new day. Forthwith, I commit to be more like Ms Popkin. Like drinking and driving, I have control over what I do. The phone is there for my convenience and not that of others. Yes, there will be times when a true emergency requires that I make or take a call while on the road. But those should be few and far between...or like drinking and driving: never.

Can you hear me now? I hope not.

THE SECRET RECIPE : MARKETING SUCCESS

Dave Segrove (JDE LTD) — Tue, 21 Jul 2009 18:54:40 -0500

You have a need.
I can fulfill that need.
Here's how...

Sounds really simple, doesn't it? But that is the essence of marketing.

You need feed yourself and your family.
Many stores sell food.
You pick the most convenient (products, variety, value, location)...

The winner is the one who hits the "you need/I have" nail on the head.

Creative marketing may involve "developing" a need that someone didn't know they had. Hate to say it, but it's true - I mean just look at half the medicine ads on TV. How many times have you seen a "problem" and said "huh, I didn't even know there was a condition called [insert ailment]"? Though some might find certain types of marketing questionable, it's all fair. Developing a "perceived" need...it's not "deceptive", it's "marketing".

And the secret ingredient?

You. Whether representing a product or service, when you market, you present yourself as (part of) the solution to someone's problem; you're marketing yourself as much as your product / service. Makes no difference whether it's in response to a "help wanted" ad or to offer your services to help someone find a home or build a website, or sell them a new car or medication. You're the one who has to convince the client that yours is the product they need.

Marketing is 50% art and 50% science...oh, and 50% experience. You can never get it 100% right. So keep trying. Get out there. Don't wait for them to come to you. They might not even realize that...

Hey, you have a problem here.
Good thing I'm able to help you with that.
Here's how...

IS THERE ANYTHING POSITIVE ABOUT NEGATIVE MARKETING?

Dave Segrove (JDE LTD) — Thu, 16 Jul 2009 11:46:54 -0500

I supposed I had best define what I mean by "negative marketing". By this I mean, quite literally, making your product / service / self, look better by providing negative feedback about the competition.

Political campaigns are full of it (and not just negativity). "Attack ads" are commonplace, dare I say "normal"? The idea behind these are simply to make the opponent look bad. While commercial advertising may seem less aggressive, you do see comparisons made, especially in some auto ads...

"...we have 24 cup holders, that's twice as many as you'll find in a comparably-priced [insert name]..."

Some, I'm sure, would argue that comparing the benefits of your product / service / self with the competition allows you to demonstrate why yours is better. It's an argument that has merit, but not one I completely agree with.

But heck, who put me in charge, right?

When you're marketing yourself / product / service, I think you do yourself a disservice by "going after" the competition with negativity. I could be wrong, but if you can't stand on the benefits of your product / service / self without resorting to pointing out what the competition doesn't have / do, then does your product / service / self really hold water?

There are going to be plenty of times when you are in a competition. Personally, I've found that by being positive and complementary about the competition tends to result in a more favorable impression made on the audience...thus the client.

Leave the competition to fight among themselves. If you believe in your product / service / self, you won't need to do any negative marketing at all.

VIPRE ANTIVIRUS +ANTISPYWARE : ALL HYPE?

Dave Segrove (JDE LTD) — Thu, 16 Jul 2009 09:43:53 -0500

I was fortunate to be able to review this product for free (courtesy of Amazon Vine) . I have to confess that straight upfront, because I'm not sure I'd have purchased it knowing the little I'd read about Vipre and the concern about what it might do to my PC after install.

Unlike other software "applications", protective software tends to get into the "nuts and bolts" of a computer. It needs to in order to protect, but this has been known to go wrong. I wish I could say I were not speaking from experience...

Anyway, Vipre arrived. Cool-looking box. The quick-startup directions suggest you remove existing anti-virus software first. Again, from personal experience, I'd learned this. When I'd made the move from Symantec to McAfee, many years ago, the software didn't test for other anti-virus products and I ended up with two installations that were both convinced the other was malicious. On the positive side, my PC was probably the best-protected in the universe, but it was unusable.

So, this time I uninstalled McAfee and installed Vipre...fingers crossed...flip to "present tense"...

The installation takes time, mostly because after it installs from the CD, reboots the PC, it then has to download the latest version and definitions and reboot again. I found that doing other tasks while keeping an eye on the installation was a little more productive use of my time. On one PC, the entire installation process took about an hour.

Once installed, it's almost impossible to tell Vipre is running (apart from the glaring "V" in the windows system toolbox). It certainly lives up to its claim of not slowing down the computer. After moving from McAfee, I noticed a very definite speed increase.

The user interface – FINALLY SOMEONE GOT IT RIGHT – is the best feature (besides the protection), designed for the novice and expert alike. There is a simple "at a glance" screen on startup which shows you what's happened, what is active and a neat little "Worldwide threat level" box which actually does change as new worms and viruses come out.

As with many products in this category, you can "set it and forget it", just install and let it take over. If you're like me, the fine-tuning options are a pleasure. You can quite literally tell Vipre what it should consider a "threat", how often and in-depth you want your scans to be, how your email is configured, manage quarantine and so forth. Yes, other products offer all this too, but the way that Sunbelt Software has brought it together in a simple, yet in-depth interface is what makes it stand out for me.

I've been a heavy user, both personally and professionally, of anti-virus software since it was invented, when there were products such as "Dr. Solomon's Anti-Virus Toolkit" - if anyone remembers that, you're a dinosaur to :) - and I've found that as the solutions have become more integrated, they've become a bigger drain on system resources. I moved from Symantec (after 10 years) to McAfee when I found the Symantec interface and stability problematic (and my ISP offered McAfee for free).

- Please note that this review isn't intended to devalue what McAfee and Symantec security products offer, on the whole, they are very good. I've been very happy with McAfee, except for the overhead I feel it places on my computer, even after a lot of tuning and tweaking (and I'm a little technical). My decision to test Vipre was driven by this overhead and my decision to stick with Vipre (despite the promise of free McAfee from my ISP) is due to primarily to the performance. I do miss the anti-spam and firewall from McAfee and will end up getting these as separate products rather than part of an integrated suite -

Unfortunately, I cannot make an "apples to apples" comparison between McAfee and Vipre because Vipre doesn't offer a "complete Internet security" package, but between it and the Windows firewall, I'm very satisfied. My next step will be to find a firewall application that is a little more robust than the Windows one and see how it integrates with Vipre.

Since installation, Vipre has caught a couple of incoming dangers and found several pieces of spyware during its scans. The nice thing is, it tells me and then leaves me alone, just how I like it. One final thing to point out is the license covers you for every computer in your house. In my case that is 6 – for the price of 1. In this economic climate, that's certainly worth considering.

So, to conclude, it's affordable, simple to use, fast and effective. I would recommend giving Vipre a chance if you're looking to get something a little easier on the system than what you might be using right now...and shame on me for not having considered buying it.

I've run Vipre on a Dell Precision (4 processor / 3GB / XPP), Dell Dimension (1 processor / 2 GB / Vista HPE), Dell Dimension (1 processor / 2 GB / XPH) and HP Pavillion (1 processor / 1 GB / XPH).

MAGICJACK : 12-MONTHS LATER...

Dave Segrove (JDE LTD) — Tue, 14 Jul 2009 09:12:40 -0500

Well, it's been a full year. My subscription expired yesterday. I wrote the following back when I first received the "as seen on TV" gadget that looked pretty amazing.

MagicJack...Does it work? when I first got it.

Magic Jack : Does it work - Reprised after six months.

So what's the verdict?

I'm pleased to announce that it is GUILTY of working almost flawlessly!

But didn't he say "almost"?

Yes, he did. The few "bumps" I've had have been more due to the PC or Internet that the device. For the past 12 months, I have used my MagicJack on two different laptops, one with XP and the other with Vista as well as three different desktops also with different Vista/XP combinations. Here's a list of my findings:

Regardless of the operating system, the "plug-and-play" feature seems to work just fine. When you plug the MagicJack for the first time, it self-installs the software and you're up and running.

Transferring the 911 location (very important) is a snap, just go the the MagicJack website, log in, and change your location. I do hasten to add that I've not had to use the 911 feature, so it's not been tested in the field.

Overall performance has been very good, for local and long distance. International calls are fine too. If you wish to make international calls, you do have to keep a balance on your account. Incoming international calls are not affected.

Occasional "Max Headroom" like effects do happen, making the other person sound a little as though they're trying to rap. This primarily happens when the Internet connection is being heavily used by other programs or the bandwidth is low.

I've used MagicJack on wired and wireless computers with comparable results.

On the current computer, the MagicJack has been running continually for about 2 months with only 1 reboot (required for service pack updates).

The telephone number is tied to the MagicJack, not the computer, so if you plug the MagicJack into a new PC, the number transfers with it.

The control panel on the screen is very simple to use. You can see outgoing and incoming call history, use it to dial or save numbers to your phone book.

The voicemail is so-so. It's usable, but not great, but it's there if you need it.

On the whole I am delighted. For $50 you get a dedicated telephone number (plus you pick your own area code). Just add handset and Internet. I have just renewed my subscription for 5 years ($60).

For the price, the ease of use and quality is incredible value. Wherever you go, you take the same number with you. It's perfect if you change locations like I do, or transfer from PC to laptop and back.

Personally, I am very hapy and will continue to use MagicJack and even get another...and no, I still don't own stock in the company :)

You can learn more at www.magicjack.com.

LEANER, MEANER...AND QUITE DIFFERENT

Dave Segrove (JDE LTD) — Sun, 12 Jul 2009 10:47:48 -0500

In a recent conversation with a colleague, I commented on how I felt the business dynamic was changing. Permanently. I went as far as to predict that:

In a few years, there will be a handful of "mega corporations" responsible for everything from food production to financial services and media. Many of the "big corporates" today are learning the "merge or die" lesson, just look at the headlines that would have been unbelievable just five years ago. In my (very humble) opinion, these large corporate entities are going to form the basis for our economy. They will be the foundation, or "backbone".

"Brick and mortar" firms are changing too. They are either being swept up like rocks in a glacier, or going out of business. Sure, some are changing, but only then to become part of the "corporate glacier".

I think the "traditional" job will change. I see things such as benefits (healthcare, pensions etc) go by the wayside. I'd even hazard a bet that in the foreseeable future, "W2" style employees will be much rarer than 1099. After all, it makes sense for companies who need to be leaner, contain costs and reduce risk. Shift the burden of benefit costs to the employees.

On the flip side, employees can become business owners in their own right. Now, at least in theory, they are "vendors" who can charge for services provided. Work 40 hours, bill for 40 hours. Work 45 hours, bill for 45 hours. With no benefits to pay for and seeing the "employee" as a "vendor", even overtime becomes a cheaper option for companies than worrying about the "encourage unpaid overtime" that anyone who has worked in corporate knows about.

Not everyone is going to want to, or necessarily be able to, set up their own company or be a self-employed entity. Hence, for a while at least, traditional W2-style employment will be the norm, but, as we're seeing, there will be fewer jobs with fewer benefits.

It doesn't have to be all negative. Companies can (and already do) form organizations with collective bargaining power to obtain half-decently priced benefits such as healthcare. Personally, I see this as a help rather than a hindrance. Group insurance will be a little different, but it may be an option to self-employed people who belong to associations who are able to get "group" rates.

With so many self-employed / small companies, out there, there will be room for innovation and even more specialization. Consider this: a company wants a product. They hire a small company that is a specialist in developing a product. The small company gets a mandate and goes out to bring in just those resource companies that can develop the product. At the end of the project, everyone goes their own way. No expectations beyond the project. You're paid for what you do, and off you go.

This more "modular" type of company / project / service scenario will suit the upcoming generations who are used to the technology and cultural mindset that will be required.

Of course, this prediction is open to suggestions of being rather "Orwellian" or, dare I say "socialist"? Except I see it evolving already. Look around you at the number of smaller companies, self-employed people and the number of "super corporations" that are getting bigger and bigger.

This isn't intended to scare anyone, in fact the opposite. It's just my opinion, but the business world is changing. We can fight or we can do what we do best: adapt and innovate.

LEGACY MARKETING

Dave Segrove (JDE LTD) — Wed, 08 Jul 2009 19:37:23 -0500

"Oh boy, what's he doing now?"

Excellent question and I'm glad you asked. Let me answer with another question: how do you want to be remembered?

"You mean....?"

Yes, when you get to "the end".

Kidding aside it's a serious question. Personally, I want people to look back and think "there was a good person, who delighted in helping others".

So, the second question is: are you practicing your legacy in marketing now?

"Uh-oh, sermon..."

Actually, it's not.

If you think about it for a moment, if you want to be remembered, or look back one day and say "wow, look what I was able to do," consider what you're doing today in order to be able to have that vision to look back upon.

Are you building pyramids using the strengths of others, or are you building pyramids with others?

If you truly want to be remembered as a good person who helped people realized their dreams, or someone who dedicated their lives to a cause, or a committed individual who just wanted to see people grow, then consider putting that philosophy into practice now.

You only get one pass at this life, and you're the driver. You may not care what you think in 20, 30, 40 or more years from now. You may care even less about what others may think. But you know something? I'll bet it shows...

WELCOME TO THE WEB!

Dave Segrove (JDE LTD) — Tue, 07 Jul 2009 15:21:34 -0500

HOME RELOCATION EXPERTS
www.HomeRelocationExperts.com

Home Relocation Experts is a group formed by broker Sue Griman of Desert Dwellers Realty, LLC who specialize in personal, corporate and military relocation.

Unlike many "traditional" relocation companies, the business model of HRE is more referral-driven than "fee for service". As Sue describes it, "a personal touch in relocation backed by decades in relocation and real estate."

Their nationwide network of agents and service providers are all "best of breed". The product and site have been a vision of Sue’s for many years and we’re very pleased to have helped realize it.

SUPERIOR FINANCIAL SERVICE
www.SuperiorFinancialService.com

We're also delighted to announce the launch of the completely redesigned site of Superior Financial Service. SFS offers secure online/offline banking transaction and credit card processing services.

The site features a very clean, modern look and technical features including XML, RSS syndication, Flash, Java, HTML and .Net. The technical and aesthetic challenges presented at the outset of this project has inspired some of my best personal work.

One principal said upon completion, "JDE really hit a home run in the building and delivery of our site. The visual presentation of our company in this medium conveys everything we represent at Superior Financial Service.".

A GUARANTEED WAY TO GENERATE INTEREST

Dave Segrove (JDE LTD) — Mon, 06 Jul 2009 10:43:56 -0500

If you're reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you're offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy's.

For example, which sounds more interesting?

EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS

YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren't the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn't always good...? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you're looking for.

When you're writing your next article, blog post, advertisement, web site...etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside :)

Bear in mind, that the content is important too.

I've written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Having a great seo-friendly site that gets you placed is important, but it's no use if people aren't staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

If you need a marketing speaker...

Dave Segrove (JDE LTD) — Mon, 06 Jul 2009 10:05:22 -0500

I give marketing, business development and motivational talks for realtors and other business groups. I've had excellent feedback on the marketing development topics which I call "hands free marketing". You can get a little flavor of the topics by checking out my blog here on AR or my external blog www.JDEBlog.com.

Thanks and have a great week!

Dave

FAMILIARITY DOESN'T ALWAYS BREED CONTEMPT

Dave Segrove (JDE LTD) — Thu, 02 Jul 2009 14:36:09 -0500

This post idea came to me after I read a very good entry on Steph Adamo's blog titled "Tropicana Redesign", in which Steph points out that there was nothing wrong with the "old" Tropicana carton design and that the "new" look is in fact, rather awful.

The post has since been featured on Yahoo! and other places. From the reaction to this comment, I think most people agree that, at least in this case, Tropicana (or rather Pepsico) should have left it alone.

But this raises a point. Especially in these turbulent times, people are looking for something different. Marketing is no exception. Whether it's a new look or new approach, different gets noticed is conventional thinking. As a marketing consultant, I can agree and attest to this...to a point.

Sometimes tradition is also good. Take the upcoming 4th of July. Could anyone imagine it much different that it's been pretty much since the first Independence Day? How about Thanksgiving? Of course we don't want to change these things, the way we celebrate is traditional! Shame on me for even talking about it!

In these rapidly changing days and weeks when everything is moving so quickly, change can be positive, but so can stability.

Looking at the old Tropicana carton I see something that is very familiar. The new one isn't. Did they really need to change it? Well, someone at Pepsi thought so, but how about marketing tradition instead of change? Something along the lines of "everything is changing, but some things don't" or "we got it right first time, why change". You get the idea.

I call this concept "remarketing". Look at many small companies (and some large ones). You see things like "serving the community since 1982..." or longer. That implies a tradition, familiarity and a tried and true method. Why not advertise the fact?

Sometimes change isn't the way to be different. Sometimes being the only one that doesn't change can be just a unique.

WEBBY'S : JULY 2009 ONLINE

Dave Segrove (JDE LTD) — Thu, 02 Jul 2009 08:40:45 -0500

The July edition of Webby's Updates is now online at www.JDELtd.com. Simply visit the site and click on the "news" button to read it.

This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby's Trivia.

Happy 4th of July!

THINGS YOU NEVER KNEW....AND WHY WE LOVE ARIZONA

Dave Segrove (JDE LTD) — Sat, 27 Jun 2009 09:46:36 -0500

Found this really fun fact entry on my wife's Arizona Real Estate website www.AZisMe.com this morning and though I'd share:

I LOVE ARIZONA!
By Jill Segrove

Why? Because Arizona is the only state where you can say "Chuckwalla" and get away with it. You can live in towns like "Christmas", or actually meet the Flintstones in Bedrock City.

However, the biggest reason I love Arizona is that it's landcape is forever etched into my mind. When Katherine L. Bates wrote the lyrics to America the Beautiful, she had to be standing in Arizona. There is no other place where you will find amber waves of grain, purple mountain majesties, and fruited plains harvested together. Here are some other interesting things about the land that I love:

Four Corners Monument is the only place in the United States you can stand in four states at the same time - Arizona, New Mexico, Colorado, and Utah.

Offically known as "The Grand Canyon State", Arizona became the 48th state on February 14, 1912 giving us the nickname "The Valentine State".

The world's largest solar telescope is located at Kitts Peak National Observatory in the city of Sells.

At one time camels were used to transport goods across Arizona. Today, it is illegal to hunt camels in Arizona.

A person who lives in Arizona is called an Arizonan.

The Arizona trout is found only in the Arizona.

The bola tie is the official state neckwear.

The amount of copper on the roof of the Capitol building is equivalent to 4,800,000 pennies.

Arizona finally completed the last section of Interstate 10 in 1990. You can now travel from Florida to California without having to access the back roads of Phoenix.

Arizona observes Mountain Standard Time on a year round basis. We never have to change our clocks.

The original London Bridge was shipped stone-by-stone and reconstructed in Lake Havasu City.

The Arizona tree frog is the state official amphibian. The frog is actually between three-quarter to two inches long.

Once the 4th largest city in the Arizona territory, the copper mining town of Jerome dwindled to as few as 50 people after the mines closed in 1953. It is now the largest ghost town in America.

Located in Fountain Hills is a fountain believed to be the tallest in the world.

Phoenix originated in 1866 as a hay camp to supply Camp McDowell.

Arizona leads the nation in copper production.

If you've been to school in Arizona, you'll know "the 5Cs" or Arizona "Commodities" : Climate, Copper, Citrus, Cotton and Cattle.

IF YOU DON'T BELIEVE, WHY SHOULD I?

Dave Segrove (JDE LTD) — Fri, 26 Jun 2009 08:08:09 -0500

To quote a line from the Oliver Stone film Nixon, "nothing sells like sincerity".

Some can fake sincerity. In fact, I know people who take pride in their ability to fake it. This, in my opinion, is as dangerous (if not more so) than not caring at all.

We've all been in situations, most likely in retail stores, where we've encountered the stereotypical "bored" employee who is just there because "it's a job", and really doesn't give a hoot about anything, least of all you.

Now, that's not necessarily insincerity, but it's a lack of concern or even "light caring" about a job or responsibly, and it shows.

As a marketing person, I work with many clients. More often than not, we work on projects to "jump start" their marketing efforts. Perhaps this is a "makeover" of some kind, a new approach or a different take on an existing one. What I see across the board is that once we've stoked the fires of imagination, excitement heats up, passion brews and the rest follows is so much easier after that.

If you care; if you're passionate; if you believe in what you are marketing, whether that's a product or a service, it will show.

Marketing begins with you. You have to believe in the product. You have to market it to yourself and then, as the customer, you have to believe it's a good thing. If you don't believe it, then why should your potential clients?

I firmly believe that the real estate relationship is less about you representing your company than with you representing the person. If you leave your broker and go somewhere else, will your clients follow? One would hope so. (I hasten to add that this isn't meant as an encouragement for people to leave their brokers, take clients etc – please put down those rocks and rope)

Imagine if you don't believe you're doing the right thing...it's just "a job"..."I hate it, but it pays the bills"...do your (potential) clients deserve that? If you answer "yes" ask yourself why they deserve it.

As a Realtor, your product is you.

WHAT'S ANOTHER WORD FOR "THESAURUS"?

Dave Segrove (JDE LTD) — Fri, 19 Jun 2009 17:30:09 -0500

A lack of MLS imagination can be partially cured with the use of a Thesaurus (Merriam-Webster, please send checks to me at...).

An example :

3"BR/4BA 2CG well-maintained home in nice neighborhood. Close to shops and restaurants. New carpet. Soothing water feature. AC / Garbage Disposal. Master bedroom with walk-in closet. New Blinds. Priced to Sell!!! YES!!! PRICED TO SELL!!!"

Now, before I am accused of ripping people and their ads apart, let me say that I know there are regulations as to what can and cannot be put in ads, on the MLS etc. I also understand that agents try to emphasis the positive while hiding the negative. A noble intention for sure. Their job is to get it sold.

Let's review my above example.

First of all, most MLS systems will limit the number of characters in the description area of a listing. Why waste these by repeating what will, in all probability, already be somewhere else on that page? "3BR/4BA 2CG" represents 11 characters that might be better used for something else.

I usually encourage people to list the positives in order of importance. Judging by my made-up description, there's probably not a lot going for this house, at least not according to the description, which points out "well-maintained" and "close to shops" as leading features. In fact, mentioning it's proximity to local attractions, along with the neighborhood are sure signs that this might be a listing to be avoided.

Most agents I know understand that "well-maintained" is often substituted for "old", though not in all cases. Yet, if it's the first part of the description, in theory, things could only go down from here...

Moving on. "Soothing water feature". What's this? A fountain? Call it like it is.

Garbage Disposal...hm, were we reaching here? What does this house look like? I might request a tour just to see the horror show.

Priced to sell? Aren't they all? Who on earth invented this one?

The use of exclamation points makes the ad read as though it's being shouted by a dishonest salesman, ditto using "YES!!!!" and uppercase letters.

Okay, smarty-pants, what would you do?

Well, let's try this:

"Unsophisticated, tastefully decorated single-storey home on a spacious lot. Move-in ready with new carpets and blinds throughout. Desirable north-south elevation. Attractive master bedroom with walk-in closet. Back yard boasts elegant fountain and mature shrubs and trees. "

Now, granted this is just one way to reword the ad, but my point is that a description should be just that, not a repeat of the items that will probably be on the listing page. As an agent, you are allowed to use your opinion, within boundaries and who has the right to question your use of words that describe the lot or decorations.

My point is that, there are "danger" words that I see all the time. Coupled with bad photos, these can doom a listing. A dash creative spice (and no embellishment) can turn a mundane description into a little work of art.

THE EARLY BIRD CATCHES THE WORM...

Dave Segrove (JDE LTD) — Fri, 05 Jun 2009 09:17:13 -0500

A little while ago I wrote an article about getting to the top of Google and other search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). In the article I pointed out that getting to the top slot isn't necessarily the "be all and end all"; you have to convert those visitors into transactions.

On the web, this is generally done over time by cultivating the relationship. While there are cases when a visitor to a site contacts the site owner immediately, more often than not, there is a "wait and see" approach. That's one of the beauties of the Internet. It allows users to "window shop", putting a layer of anonymity between themselves and a potentially annoying sales person following them around the store or bothering them with phone calls. The web allows prospects to watch, wait and then contact you when it's convenient for them.

It's brilliant!

But, as always, I digress. This is about getting to the top of the search engines. Conventional wisdom suggests that if your site does not appear in the first three to five pages of a given search, it's over. Never mind about your potential client stalking your site from afar, if it's not at the top of the search results, they'll never find it.

First, being found on the major search engines is about the search term. So many people think in strange ways about this. An example of a "typical" conversation (names changed to protect the innocent):

Client : I want to be number one in Google.
Dave : Okay....for what term?
Client: Everything.
Dave: Can you be a little more specific?
Client: When someone types in "Timbuktu", I want to come up.
Dave: But don't you want them to be looking for your product?
Client: Oh yeah, sure. When they put in "Timbuktu Real Estate" I want to be at the top.
Dave: Do you think that's what they will type in?
Client: Well that's what I type in...

People are all different. While there may be many that search for "Timbuktu Real Estate", there will be many more who type in "Timbuktu Homes for Sale" or "Find homes in Timbuktu", or those that will misspell "Timbuktu" alltogether (there's a cottage industry in misspelled searches).

The point being, that diversifying a little can open up the chances of your site being found by a wider audience. For many smaller companies (my client base), being number one with "high value" search terms ("Timbuktu Real Estate") may be possible, but it may get expensive to get to and stay at #1 because they're competing with the big boys. I tend to recommend a little more broader terms and patience.

But I too have clients who are #1 in Google and I'm not SEO "guru". I've built their sites and optimized them to be "search engine friendly". We've avoided spending a fortune on SEO or search engine placement and we've still been ranked and found and even converted visitors to sales!

But while being found in the search engines obviously will get your site noticed, being number 1 in perceived terms isn't the "be all and end all".

Diversify your search terms and "pepper" them throughout your site.
Find out what "real people" are searching on. Talk to people outside the industry.
If your site is search engine friendly (which any website should be), it will be indexed.
Give it some time to find its place in the rankings.
Content. Content. Content.
Links. Links. Links.
Don't let your website be your only marketing tool. Make it part of your arsenal.

The early bird may get the worm, but when the rest of the worms think the bird has gone, they're easy pickings for the next in line.