Raising Capital Might take More Than a Lucky Cat

“A bank is a place that will lend you money if you can prove that you don’t need it.” – Bob Hope via goodfinancetips.com

This week we are choosing topics to research that pertain to raising funds for entrepreneurial pursuits. We’ll be publishing an article in a few weeks about the topic we research, and I chose a pretty traditional form of funding to explore. My topic is “Loans & Lines of Credit (to include SBA guarantees)”.

So far, I’ve learned the Bob Hope comment about banks loaning money only to people who prove they don’t need it is entirely true. Most banks are pretty risk-averse. This explains the popularity of other non-traditional forms of funding for modern entrepreneurs; options like:

  • Angel Investors
  • Crowdfunding
  • & Business Incubators

For entrepreneurs who have collateral to offer and/or extremely great credit, traditional loans and lines of credit can still be a good option but are usually not the only option to pursue. As I conduct more research, I’ll post the whole article on my blog to share.

In the meantime, I’d like to share a couple of thought-provoking pieces about funding.

The first is a quick bit of advice posted on Entrepreneur.com from Amy Williams, CEO at Citizens of Humanity on choosing investors wisely: https://www.entrepreneur.com/video/310046

The second is an interesting article about the story you tell when pitching a start-up to investors. It’s an HBR piece called Startups That Seek to “Disrupt” Get More Funding Than Those That Seek to “Build” by Dana Kanze and Sheena S. Iyengar.

I hope this gives you some food for thought until my next post.

Cash Flow- Sinking Ship? Let’s Hope Not.

“Beware of little expenses. A small leak will sink a great ship.”

– Benjamin Franklin via brainyquote.com

This week we are researching and writing about cash flow management. Each person in my entrepreneurial finance class has taken a cash flow topic and writing about it for the benefit of our other classmates. I chose the topic of “how to collect cash owed to your company”. Collecting cash owed to your company can be a hard task to manage. The easy solution might be to say, “why not require payment in full before products or services are delivered?” Unfortunately for many industries and businesses, cash payment up-front is simply not how business is conducted. It might be an issue of convenience, corporate billing structure, or needing to deliver upon a service before being paid in full. For many entrepreneurs, collecting cash owed has to be an integral part of daily, and at least monthly, operations.

The first step to ensuring proper and timely collection of payment is an accurate and proactive accounts receivable system. If an entrepreneur anticipates needing to bill customers for products or services rather than or in addition to point of sale transactions. Entrepreneurs should invest in a record keeping or point of sale system with built-in billing/monthly statement generation capabilities.

While I used several resources for the full report, I wanted to share a great article that I found about collecting money owed to your business. As usual, Entrepreneur magazine (and electronic content) published this great piece from John Rampton in 2017 called 6 Strategies for Dealing With Unpaid Invoices That Get You Paid Sooner.

Here are the 6 tactics:

  1. Make sure you followed procedure and then follow-up politely.
  2. Give discounts and charge a penalty.
  3. Abandon the stiff business approach.
  4. Collections, arbitration, mediation, court.
  5. Contact a Business Reporting Bureau.
  6. Factor them.

Make sure you click on the article for the details and some other great links to resources and definitions of some of the terms. I had never heard of “factoring” debt until I read this article.


Work Cited:

Rampton, J. (2017). 6 Strategies for Dealing With Unpaid Invoices That Get You Paid Sooner. Retrieved from https://www.entrepreneur.com/article/302037

Entrepreneurs, Dogs, Money, and a New Semester

“Dogs have no money. Isn’t that amazing? They’re broke their entire lives. But they get through. You know why dogs have no money? …No Pockets.” – Jerry Seinfeld

via Goodfinancialcents.com

I started a new class last week in my Masters in Entrepreneurship program at Western Carolina University. It’s a class that I was dreading a little bit. This one when I registered for it was called Advanced Entrepreneurial Finance. Now don’t get me wrong, I manage some pretty large accounts as part of my day job, and I’m the chief financial officer at home, but the thing that was psyching me out is, in my undergraduate work I took a class called “Math for Non-Math Majors.” A class with the word advanced in front of the word finance was daunting to me. Well, I’ve had a week to meditate on the syllabus, and I’m happy to report, I think I’ll be just fine. The syllabus calls this class “Entrepreneurial Funding” which seems less scary and there really isn’t anything too hard about the concept of money in and money out. The advanced concepts, as they relate to entrepreneurship seem really helpful and exciting. I’ll get to learn more about topics like:

  • Updating a Chart of Accounts
  • Managing Cash Flow
  • Crowd Funding Strategies
  • Valuing a Company
  • Funding Sources
  • & Harvesting-The End Game

To help inspire me, I’ve been googling entrepreneurial financial wisdom. Blogger Choncé Maddox came up with a great list of 5 Inspirational Money Quotes from Entrepreneurs on her blog Due.

So, I’m not nervous about the class anymore. All of these things make perfect conceptual sense, and as I learn more, I’m sure I’ll be even more jazzed about the prospect of helping my husband grow his business through what I learn. After all, I have two things going for me:

  1. I LOVE money.
  2. AND…unlike dogs, I have pockets.

dog and pockets

Expert Interview- Jeanne Eury, Practical Marketing/Business Strategist & Manager

Interview with: Jeanne Eury, Practical Marketing/Business Strategist & Manager successful in Social/Digital/Traditional & Video Marketing working out of the Raleigh/Durham area of North Carolina. Jeanne is also the Director of Member Services for the North Carolina Merchants Association.

Interviewer: Nancy Critcher-White, HR Professional and Graduate Student at WCU, studying Entrepreneurship

Website: www.socialsoutherner.com

Nancy (N): Thank you for your time and insight today, Jeanne. We met through a closed Facebook group called “Practical Marketing & Operations for Small Independent Businesses.” I quickly realized you were a moderator and leader for this group and that you probably wore many hats. What is your professional background and current role(s)?

Jeanne (J): I was a waitress in high school and college. Managed a bookstore in my early twenties. Stayed at home with my boys for five years. Worked in sales for the Thomas Register’s Regional Guides, an industrial B2B directory. Worked for Time Warner media (TV commercial sales). My husband got a promotion to Atlanta, so we moved, and I was hired by Bellsouth Yellow Pages as a YP advertising sales person. Moved to Greensboro and went back to work at Time Warner in the Greensboro office.

Total fluke/crazy story I was invited to apply for a sales and marketing position in a new department at US Airways in DC. I was hired, moved, and worked for them for a year. I was the first outbound sales rep liaison to the Convention and Visitors Bureaus (CVB)/ Destination Marketing Organizations (DMO) and national associations. I had a 27 million dollar budget/ROI goal…and managed all the co-marketing with the CVBs that made sense (Charlotte, Washington DC, Philadelphia, and Pittsburgh, held focus groups for the association managers and developed all of the collateral and the actual program the airline offered to them.

Was recruited to the national sales team at the DC Convention and Visitors Bureau and had the opportunity to travel and experience so many great things. Was recruited to a national publication that contracted with CVBs and Chambers to produce and sell advertising in their ‘Official Visitor’s Guide.’

Went to work for a start-up that produced print and online maps and information guides specific to large association meetings/conventions/expos as their first marketing and sales person. I set up the sponsorship/ad sales program that either allowed the assn meetings/expo groups to sell advertising to their attendees and exhibitors about the products or had us sale them and split profits. —-During this time I was establishing a reputation as a sponsorship and advertising sales guru and had the opportunity to speak at several regional and national industry gatherings.

In 2006 I started a company with two partners to create from scratch our own expos and conferences in the military/law enforcement/government space. We launched seven proprietary events and had the honor of producing several events for other organizations like the NATO Maritime Security Conference in Naples Italy, two conferences with expos for the US Army Special Forces Command, and several small niche organizations. We were profitable within the first seven months and had grossed one million dollars at the end of our first year. I handled our marketing, our sponsorship and exhibit package creation and sales, established and managed our relationships with the organizations we were contracted to for their events and worked to gain ‘supported by or sponsored by’ status from the gov or military entities for the events we wholly owned that were targeted to their market. SO much of what I and we did was because we didn’t have the money, and later the sense, to hire it out. I wrote my first press releases for our very first show held in Fayetteville NC…and we ended up with all of the local press (TV and Print) as well as the Washington Post, Army Times, and Domestic Preparedness Journal in attendance. A combination of internal management issues, and the travel and conference government scandals in 2011 and forward forced our closing in early 2014. In the last year of our business, I began to take on some small consulting projects for associations, and other DMOs (AARP, Sign Assn, NDIA, Myrtle Beach CVB, Traverse City MI CVB, and local restaurants and small businesses.

After our business closed, I had a health issue and was determined to move back home to Raleigh. I had my closest friends here but not a lot of ‘business friends’ or business connections so I thought taking a job was the most sensible choice when moving back. I started as the first Director of Member Services for the NC Retail Merchants Assn and work on negotiating contracts for our discounted member services, writing articles for our magazine and blog posts for our website, and teaching marketing, business development, partnership development, and customer service through Chambers of Commerce and Small Business Centers across the state.

Since 2017 I have also worked with one or two private clients as a marketing and business strategist and manager.

N: What draws you particularly to small business owners and entrepreneurs?

J: I’m passionate about small businesses and entrepreneurs because I am/was one and I understand the blessing and the curse of having an entrepreneurial spirit. I honestly believe that small businesses and entrepreneurship are the way to economic independence, building family legacies, and creating a personality/culture/foundation for their communities. I also see businesses every.single.day that have unlimited potential and they are either too scared or too uneducated about general business, to maximize it and I know they can reach their dreams if they had some help. Mostly I love working with small businesses because they afford the greatest opportunity to really see a change. When working with a large company with multiple silos and tons of employees, it’s hard to know just what made the change in their direction. With a small business, you can typically see results quicker, and it is much easier to pinpoint the things that caused an increase in sales or the increase in awareness. For me, the ability to help is important so being able to know I’ve helped do X thing in X amount of time is incredibly rewarding to me.

N: Your FB group is really big on helping entrepreneurs understand and utilize social media marketing tactics. What are your “must haves” or “must understands” of social media marketing in today’s world?

J: Every business must have its own website on a platform they control. WordPress, Drupal, or another open-source, portable site, the business controls is the single most important thing IMO. Facebook is not your website. Pinterest is not your website. This is a message I am continually trying to share. Businesses have to know their ‘owned’ media is the single thing they control. Wix, Weebly, and God forbid, the website builders (Godaddy, webs, etc.) are not only platforms that you don’t control and don’t give you the ability to simply download your files and move them, their SEO capabilities continue to score lower than WordPress and a few other independent platforms.

After they have a website that they own, the next most important thing is to have their own email marketing system. I use and recommend Constant Contact, but there are many good options. Your contacts, your ‘business Rolodex’ is one of, if not the, most important assets of your business. Too many businesses tell me they message with their customers through Facebook or just post their sales and people can find them. Email marketing is still the most effective marketing option, despite it not being as new and shiny as some others. In 2017 email marketing still provided a 44X ROI.

I think one of the biggest ‘must understands’ is the need to avoid being a mile wide and an inch deep.  Don’t shotgun your marketing, you don’t have to be on every single platform. In actuality, without a social media team, it is impossible to adequately maintain a presence on every option out there. Take time to determine the top two, three at most, platforms your best customers use most and focus your attention there. Watch the data and go where it tells you to go. A really tight campaign on just one or two platforms will always provide a better return than a half-done effort on five or six.

It’s important to also remind people that everything should lead back to their website. Every FB post, email marketing campaign, video, and everything else they do should drive people to their site. Visits help drive organic rank, and Google Analytics can also give you invaluable insights about what your visitors are most interested in once they’re on your site.

And video…it is ALL about video.

N: What is something hot on social media right now that entrepreneurs should learn more about (maybe FB live?)?

J: VIDEO is the hot topic right now, and it is projected to continue to grow exponentially for the next three years.

From Wyzowl survey at the end of 2017:

  • 81% of people have been convinced to buy a product or service by watching a brand’s video.
  • Video is shared 434% more often than text AND graphics individually or together

Barriers to video marketing entry are incredibly low since most everyone has a cellphone. FB and IG video is expected to be casual and ‘on the fly’ and is an excellent way for a company to show some personality and be current. I do recommend businesses use professionally shot and edited video if they want to load a founder’s story video to their website or use a video as part of a funding pitch, but 85% of what a business should do can be done with their cellphone. Every platform’s algorithm heavily favors video. It has so many ancillary benefits, most importantly adding dwell time on a website…one of the most important factors to Google to organic search results.

N: What is not so hot right now? On it’s way out? Or not as much bang for the buck/effort anymore?

J: Snapchat use by brands is declining at a rapid pace. While it is still used as a messaging app by the under 30 crowd, its advertising/marketing ROI, while never high for most users, has lost significant ground to Instagram.

N: One reason entrepreneurs fail in the first 2-3 years of their business is their inability to connect with their market and their customer. Some entrepreneurs feel like they can go it alone and that a good idea will sell itself. What would you say to an entrepreneur who was hesitant about hiring a marketing pro?

J: I encourage every new entrepreneur/business owner to invest in two people from the beginning; a great CPA and a great marketing strategist. An owner’s business idea is so personal to them that they can easily use what they think/like/want with what the public at large, or even those in their perceived niche, want. A professional marketing strategist can help steer them to reality.

Many businesses decide to market when they’re in trouble, and often then they become, what we somewhat unkindly referred to in ad sales as, someone who buys just enough to prove it doesn’t work. Since they aren’t marketing professionals themselves, it is hard for them to vet candidates and often spend money on someone who isn’t the most up to date.  They don’t pay enough to get an expert, and they don’t spend enough or understand the data enough to maximize what they do spend. So they blame the lack of marketing success on their preconceived idea that it wasn’t going to work in the first place.

A good marketer can not only provide lead generation for them but can save them huge amounts of money and time. Marketers know how to test inexpensively to narrow down the demographics/psychographics and marry them to the best platforms to use. They understand the reports/data and can quickly adjust their content/graphics/timing/budget to most effectively achieve goals.

And a good CPA keeps you out of IRS problems, can help you understand your deductions, and can even work with your marketing team to even out your cashflow.

N: At what point in starting a new business or developing a product should an entrepreneur hire an agency or consultant?

J: I would encourage someone ready to start a business or launch an entrepreneurial endeavor to talk with a consultant BEFORE they put all of their money and energy into something they haven’t tested. Just because your mom or your neighbors or even members of your closest groups like an idea doesn’t mean enough people will like it as presented to sustain a company. Bring someone in to help you test a few ideas and learn what data is important to track and to trust as your guide. Take that information and do your entrepreneur thing. Then bring them back in when you’re ready to launch to help you put together the best campaign for the quickest confirmation that you’re on the right track, to help you gain ideas of additional products or services could be developed to offer to that same audience, and to set the company up in the best light to attract press, investors, strategic partners, etc.

N: Can businesses engage with you on an A’ la carte basis? Like for an event to launch their product? Or a focus group?

Businesses can engage with a marketing strategist/manager on an a la carte basis but bringing in one or more ‘experts’ in for one part of one project will cost more money and potential be less successful than having someone that knows the business, the audience, and can provide continuity in branding/voice/graphics/colors/etc. I find the best outcomes with clients who bring a marketer in for a project, learn as much as they can (and a marketer should be transparent and eager to have an educated and engaged owner) and if they want to do basic maintenance on their own, bring their marketing person in every two to three month to review statistics/data, brainstorm how to use it to launch a new product, host a new event, or maximize something that shows promise.

N: How do you help your clients connect with their customers or prospective customers?

J: Clients typically come with an idea of who their market is, whether they’re right or not. We typically talk to them at length about why they feel a particular thing meets the needs or wants of a specific audience. We also spend quite a bit of time running reports about their competitive set or, if it’s a completely new thing, information on companies and products that are similar in the target market. Seeing what they do, what is most successful for them, and most importantly what isn’t, are good places to start. We also try to look for gaps…an example is a baby product company that obviously markets to expectant and new parents. But if that product has features that make it easier to operate with one hand, or less heavy to carry, we may target grandparents as opposed to parents. A super-crowded market can be penetrated against traditional products, but it is a long and expensive process. By segmenting someone who can use the product, is an influencer to the new parents, and who isn’t obviously or aggressively targeted by other like products, the market can be engaged. There are fewer grandparents heavily involved with their grandchildren than parents especially with the mobility of families, but the ones that have money and may find a certain feature of more importance than new parents…i.e., lighter weight products, things that are easier to open, and things that aren’t completely technology dependent. Getting 10% of a small market is still less expensive and faster to gain than ½ of 1% of a larger market with multiple competitors. Those are the types of things we look for, a way to create a win as soon as possible that gets some buzz and generates some cashflow for a new company, and shows the power of marketing. Since we also have experience in traditional (non-digital) marketing and events, we place attention on partnerships, content marketing, networking, press, and good old fashion face to face meetings. We look for connections between prospects and our clients…a shared greek organization, a common friend for an introduction, frequenting the same restaurants…anything that gives us an advantage to get an appointment or some coverage.

N: What should an entrepreneur look for in a marketing firm or consultant partner? How do they make a good match?

J: This is one of my soapboxes. I have a presentation I give for organizations called ‘Find your Folks, and know those who are Not Your People’, and this is so important when finding a marketing partner. While you don’t have to be BFFs with your marketing folks, you don’t want to dread the thought of having to be around them.

These are the things I think are most important:

  1. Find someone that is engaged in continuous learning. This can be through a higher level marketing mastermind group, an InnerCircle, and classes/interaction with a practicing mentor. Things literally change daily. Even though I personally pay to be in a higher level mastermind/InnerCircle group, I still spend at least one hour a day reading through the notifications and updates from marketing companies like Google, Facebook, Wordstream, and Marketingprofs. I also subscribe to Entrepreneur, INC, and Fast Company to find out what new ideas, companies, opportunities, colors, trends are happening in general that we can apply to our client’s plans. My InnerCircle and Mastermind group give me about 50 other professional marketers internationally to discuss ideas with, to go to when I can’t edit my own content, and to use for jobs that require a high level of expertise in an area that I don’t consider my strongest. Without that continuous commitment to excellence and those relationships, my clients wouldn’t be able to receive the very best advice and services. Don’t hire someone who got a marketing degree 15 years ago, or who is happy to believe they’re experts, so their education and need for consultation with others in the field have passed.


  1. Find someone who doesn’t seem to have a need to talk down to you by using acronyms or phrases they know you probably don’t understand. While we all have our secret sauce and don’t disclose all of our exact methodologies to our clients, we do try to make sure they know, in terms that are easy to understand, what we’re doing and why. Be wary of someone who comes across as a bit condescending or dismisses questions. Someone who is confident in their knowledge and ability is eager to share the awesomeness of marketing with their clients. We’re pretty straightforward and down to earth. A client once compared me and one of my web folks to ‘Matlock’..people liked Andy Griffith as their attorney but in the beginning thought he almost seemed too simple or not ‘highbrow’ enough to provide as professional of a service as a stuffy Harvard educated lawyer but his lack of concern for being impressive gave him the ability to be totally immersed in solving their problems, and by the end they all thought he was an understated genius.


  1. Lastly, find someone who doesn’t operate alone. They can be a single consultant but ensure they have a team of folks they work with regularly. My superpower is strategy and data-diving, but I don’t personally pretend to be an expert in building complicated e-commerce sites. I have someone locally I trust who I’ve used for over 3 years that I bring in to build them when a client needs them because he will always do it better than I could. I also have wonderful close friendships with other professionals locally and through my memberships so, heaven forbid, I was hit by the bus one day, there are those that my team knows and trusts to step in and oversee a project.

N: The idea of hiring a firm for an ad campaign is foreign to me. I’ve only worked in large companies that had an in-house team. What do you expect from your client? What would a small business owner need to bring or prepare for the first meeting with you?

J: I prefer a client who is engaged in the process. One who comes to the table with some ideas and goals, even if we need to tweak them. I also expect a client to either listen to what we propose or understand that it doesn’t matter how much money you pay us, that if you go off the reservation and do other things over and over, you aren’t going to get the result you want and it isn’t going to on us. I expect a client to be honest. If they don’t believe that our vision fits theirs, that is ok…we could both be right, or we could both be wrong…but they need to be honest, and we can help them find a better fit. We will need realistic objectives. If you have a low budget, then your results will be slower and less robust. If we need photos from your locations and you don’t want to pay for our time to come to take them, then you have to be willing to produce them for us yourself. We also need someone who understands this is a partnership that requires an exchange of information. If data tells us you’re receiving more leads, and your sales are increasing, but we find out months later that all of your sales are to new customers, that we’ve somehow alienated existing customers, we need to know that.  If we look at stats and your leads are increasing, but your conversions aren’t, then we’ll need to review your sales process, your fulfillment process, the quality of your product/service, etc. Marketing produces leads, and although we also consult on business development, marketing on its own is meant to increase calls/emails/messages…inbound leads. If that is working, we need to examine what internal to your process once you receive the leads is preventing your sales. We need an engaged and curious client who is willing to communicate the things we can’t see in the data, who follows through with agreed upon strategy, and who trusts us with the inner workings of their business when we need to understand why things are or are not working.

N: What are some of the outcomes the business owner should expect from a successful ad campaign?

J: A client should expect what they’ve said they wanted, what we’ve agreed to deliver, and what is reasonable based on any unforeseen outside occurrence. It is so important that we ask enough questions and can establish what is the most important to the client and reconcile that with what is most important for their business. Sometimes a client comes to us and wants new clients to increase their sales totals, but when we dive deeper, we realize they have untapped potential to sell more products/services at a higher price point to their existing customers. Existing customers are less expensive to engage, have higher average ticket sales, and are more likely to give testimonials and recommendations. In that case, even though the client wants a big campaign to bring in new customers, we can save them money and accelerate the time it takes to see more money and more profit by finding ways to sell more to their current base. In that case, the client said they wanted new clients, what we realized they really wanted was more sales, and what would give them more sales and more profit was to more closely and frequently engage their existing customers. That then gives them a better foundation and more cashflow to then have us increase their number of clients/customers.

N: Most of what we have talked about is good press, in happy times and in a proactive way. On the flip side of that, How can a professional, like yourself, help an entrepreneur through a rough patch or through a crisis that looks unfavorable to the business or product?

J: This is the hardest one…it depends on the level and type of the crisis. A rash of bad reviews can be turned around because they typically list the issues that resulted in the bad experience. A singular bad incident (food poisoning, no show entertainment) can be handled with a sincere, immediate apology, an outline of steps taken to remedy, and at an appropriate interval, a self-deprecating bit of humor. Regardless of the crisis, we have experience in-house and can tap into other experts to assist.

N: Most of the people who will read this conversation are grad students and/or new entrepreneurs. I met you through a small business Facebook group. Are there any social groups you would recommend to entrepreneurs who are starting their marketing plan?

J: There are some good Meet-Up groups out there, but you have to carefully choose them. The AMA (American Marketing Association) has a local chapter with good educational luncheons and an LI group, so does the PRSA. Google Corporate has several G+ groups that have active communities and provide great updates and hacks. All of the Community Colleges in NC are affiliated with a Small Business Center, and many universities have a Small Business Technical Center. Both provide group and individual counseling and some have small groups of folks that meet together. I love the ‘Become a Social Media Manager with Rachel Pedersen’ free FB group, I am a student of her paid groups and in her InnerCircle. I admire her because she is a working agency owner, not someone who makes a living selling people a program. The ‘Intrepid Entrepreneur’ is another group with good info and good people.  It’s also important to have business friends who are entrepreneurs but in very different fields. They know your struggle is real but can often be great idea generators and can give great advice because they are one step removed from your particular issues.

N: If you had one last word of advice for an entrepreneur “on the fence” about engaging a professional marketing firm what would it be?

J: Do it! If you’re offering a service or providing a product and you are a true professional, you understand why people should hire you: you offer deep expertise in a particular area and focus on solving a particular problem. The same rule applies to a marketing professional. You can’t possibly have a professional level of expertise in every aspect of your own business. I will tell you that know of us will ever know every single last thing about your own one area of expertise, but you will at least arrive at the ability to quickly know who to get if you need something you lack. It is often the death of small businesses…an owner who believes that he or she is the sole brain trust for a business. That is what is almost always at the bottom of the reasons most businesses fail. It isn’t a lack of money, it was the lack of engaging a financial professional with expertise in entrepreneurs in your niche. It isn’t bad marketing, it’s hiring the wrong marketing company and choosing to allow them as a back-up scapegoat if you fail. No matter what you’ve heard, entrepreneurs don’t exist on an island, they need help. Marketing should be a line in your start-up budget just like rent and internet and anything else essential to a successful launch.

N: Thank you, Jeanne, for those of us who love your answers and want to learn more, what is the best way to inquire about your business? And how do my fellow entrepreneurs plug into your online groups?

J: Our website is www.socialsoutherner.com . I can be found on Linkedin www.linkedin.com/in/jeanneeury   Our FB Group PracticalLessonsforSmallBusiness is free so just apply to join, we’d love to have you. I also teach free classes at area Small Business Centers and love talking to people about marketing.

RESULTS: Urban Fantasy Market Research- Ideal Client Feedback

Here’s the background on why I launched this research. The survey was posted for a couple of reasons:

  1. To satisfy a class assignment for my ENT 645 class in Entrepreneurial Marketing
  2. and to gauge positioning in the market for Author A.D. White

I am posting the results of this analysis because of the overwhelming amount of reader respondents who wanted to see the results of the survey. The majority of whom answered the survey from a link on the Fans of Urban Fantasy! Facebook Group. A big thanks to the avid readers in that group who took the time to complete this survey.

The purpose of this six-question survey monkey designed survey was to poll readers who frequently read urban fantasy books on three main topics:

  • Purchase behavior:
    • Price point
    • Frequency of purchases
    • Deciding factors for choosing a book
    • Openness to trying a new author
  • Determine top competitors
  • Gain detailed insight into what readers look for in the genre


The methodology was first to post the survey on both my personal Facebook page which has 606 friends and the A.D. White author/business Facebook page which had 110 followers at the time. I also posted the survey on my blog with tags like: books, fantasy, and urban fantasy. The link was posted on both Facebook pages and the blog for one day 7/11/18 and only 6 responses were received. This was done to test my theory that even though some people I know like the urban fantasy genre, simply releasing to a mixed demographic was not going to get the data I was looking for.

On 7/12/18 I posted the survey on a Facebook group page that I had recently joined called “Fans of Urban Fantasy!” which has 4,191 members. I posted the link to the page at 7pm and by 10pm the survey had 66 total responses, including the mere 6 responses from the previous day. I closed the survey on Saturday 7/14/18 at 9:00 am with a grand total of 181 survey responses. While the first 4 questions offer mainly quantitative insight into the ideal clients’ purchase behavior. The last 2 questions offer a spot for more qualitative narrative responses from readers.

“Urban Fantasy Market Research” Survey Responses by Question:

Question 1:

How many urban fantasy novels have you purchased in the past year? (4 options)

181 of 181 responded to this question



Question 2:

Rank how important the following factors are to you in choosing an urban fantasy novel? (8 ranking options)

181 of 181 responded to this question

I made an assumption that the survey tool explained the significance of the rank order and it did not. However, in polling folks who answered on Facebook, most ranked with 1 being the most important and higher numbers being less important. There was some deviation from this method, so these rankings are somewhat flawed.



Question 3:

How much do you usually pay for an urban fantasy e-book? (6 price range options)

174 of 181 responded to this question



Question 4:

Are you willing to purchase a novel from a new or relatively unknown author? (yes or no)

179 of 181 responded to this question



Question 5:

Who are your preferred authors in the genre? (open ended)

174 of 181 responded to this question

This question was a bit hard to analyze because some people listed full names, some only last names and there were multiple answers per open ended response. Now that I have tallied the top names, I will ask this question as a drop-down or list in future surveys.

Question 6:

What comments do you have that might help an author in the genre understand their readers’ preferences? (open ended)

145 of 181 responded to this question

Because the feedback provided on this question varied widely from style preference, to content preferences, to book length and beyond, I won’t post the verbatim comments and instead group themes into: truths, trends, and unique but insightful ideas.

General Insight on Open Ended Preference Question:


  • Good grammar and editing.
  • Well-developed and engaging characters.
  • Voice matters. 1st or 3rd person is preferred. Don’t switch between.
  • If you label the book as urban fantasy, don’t go to heavy on romance or sex scenes. Write sex and romance as it is necessary for the story; it shouldn’t dominate the book.
  • Listen to your readers (social media, blog, ask them opinion, etc.)


  • Audio books are a must to compete in the market
  • Use humor, snark, and wit
  • Write good action scenes
  • Strong lead characters
  • Strong female characters
  • Relatable, flawed, complex characters
  • Clear “blurbs” and book synopsis
  • Don’t change or reinterpret mythos too much

Unique Ideas:

  • Write a dog or two into your stories
  • Don’t stretch a story line past 5 books, preferably. Even popular series need to wrap up by the 10th
  • Get beta readers
  • Read top 100 reader reviews for the top sellers in urban fantasy for more info on what readers like and dislike
  • The story line or “world-building” can’t be so fantastical that it alienates the reader. The reader has to relate to the story as a human
  • Choose your group of readers and be consistent in the genre


Text analysis by number of times a word was used in the comments:

Q text analysis

General Insights on Purchase Behavior

Price point:

  • Readers typically expect to pay between $2.00 and $9.99 for an e-book
  • The highest percentage 33.61% typically pay between $6 and $9.99
  • Anecdotally, in comments readers did say they would and do pay more for books from favorite and best-selling authors.
  • D. White is priced well in the market with his e-books selling for $2.99 and paper books selling for $7.99-$10 depending on outlet.
  • Only 1% of respondents reported paying more than $15.99 for an e-book

Frequency of purchases:

  • Readers who prefer this genre are avid readers. A whopping 110 (60.7%) of respondents read 10+ books per year

Deciding factors for choosing a book:

  • It is important to mention that the ranking on this question is flawed because the rank order was not explained.
  • However, the three items that stood out were:
    • Book synopsis
    • The mythological or paranormal topic
    • Recognizable author

Openness to trying a new author:

  • Readers in this genre are very open to trying the works of new or emerging authors with 171 (95.5%) of 174 who answered the question saying they are willing to read a new author’s work.

General Insight on Competitors

In general, because of the open text format of the question, this item was a bit difficult to analyze. I was able to tally authors by mention. Here are the top 10 favorite authors by number of mentions:

 Q author analysis

Note: Ilona Andrews was most likely mentioned 66 times when line 3 and 7 are combined. It’s also possible that Patricia Briggs has a total of 90 mentions when combining lines 1 and 7.

Final Conclusions:

The insights from these 6 questions lends great knowledge to determine A.D. White’s positioning in the urban fantasy market. I will do some further analysis and post a positioning grid for my ENT 645 classmates.


Ideal Client? AD White has 3

The purpose of this exercise for ENT 645- EntreprenurialMarketing is to understand your customer base. For AD White, it’s a matter of understanding three customer bases: e-book readers, paperback readers, and “buy local” enthusiasts. Watch the screencast for more detail.

Happy Independence Day!

5 Outdoor or Stunt Ads

Outdoor ads have a long tradition in marketing. There are entire sites dedicated to unearthing vintage ads and collectors who buy up old signage. Most of us recognize billboards and outdoor signage as a part of our memories and current everyday lives. I have found some very creative outdoor ads for you, some that may cross over into a slightly different genre and be considered more of an advertising “stunt.” I hope you enjoy and learn from these great examples:

“Carbon Cloud”

carbon cloud

Link to Ad: http://www.adsoftheworld.com/collection/climate_change_awareness#showdelta=23

  • Firm: Ogilvy, Beijing, China
  • Company: World Wildlife Federation (WWF)
  • Title: Black Cloud
  • Event Date: January 2007

Objective: Show people how much carbon is released into the air for only one day of driving. Additionally, the WWF received a lot of press/news coverage in China and gained many new volunteers because of the balloon stunt.

Target Market: Young commuters (Millennials and Gen X) who understand their environmental impact but need concrete tips and facts on how to change their behaviors.

Action: Convince drivers to refrain from driving one day per week to reduce carbon emissions.

Value Proposition: By reducing the number of days you drive, you will reduce the amount of pollution in the air. Drive less, breath better.


“Exam in Progress: Please Talk”


Link to Ad: https://www.adsoftheworld.com/media/ambient/papyrus_dont_be_silent

  • Firm: TBWA\Manchester, UK
  • Company: Papyrus
  • Title: Don’t be Silent
  • Publish/Event Date: April 2017

Objective: Papyrus, a mostly paper and stationery company, decided to use their name to help bring attention to stress and anxiety among students.

Target Market: Students who bottle up their stress and anxiety during exam/finals time each year.

Action: Papyrus urges students to talk about their stress rather than remaining silent. They posted these flyers around schools with information at the bottom of each on how to seek help.

Value Proposition: Companies who extend goodwill and help are remembered as “good” companies. For a student who isn’t stressed, it’s a sweet gesture. To a student who uses the referenced resources, Papyrus will forever be a name they trust.


“Prius Launch”


Link to Ad: https://www.effie.org/case_database/case/NA_2011_5329

  • Firm: Saatchi & Saatchi LA
  • Company: Toyota Motor Sales USA, Inc.
  • Title: Harmony Installations
  • Publish/Event Date: 2011
  • Awards: Effie-2011 BRONZE MEDIA INNOVATION

Objective: Relaunch the Prius brand as a “mainstream” environmental alternative in a down market.

Target Market: Expand their demographic to be wider than just the “environmental crowd.” Market to all car consumers by proving a commitment to their local businesses and communities.

Action: Allow consumers to interact with the lovely displays and widen their demographic through the interactive traveling show that looked more like art and less like a car ad.

Value Proposition: To the consumer, this approach said, “Prius isn’t just a car brand, it’s a commitment to a lifestyle and Prius is committed to that lifestyle beyond just the car.”


“This is not a billboard.”

Royal Cruise

Link to Ad: https://www.effie.org/case_database/case/ME_2017_E-1617-529

  • Firm: MullenLowe Mediahub U.S. *Lead Agency
  • Company: Royal Caribbean International
  • Title: #ComeSeekLive
  • Publish/Event Date: 2017
  • Awards: Effie- 2017 Silver

Objective: Combine digital outdoor advertising boards with a new technology, Periscope, that allows specific preselected passengers of the Royal Caribbean to show live adventures aboard the cruise ship.

Target Market: Adults in New York City who were considering a vacation and who had never considered a cruise as an option. Reportedly, due to these ads, Royal Caribbean saw a 19% increase in bookings from New York from passengers who had never previously cruised.

Action: Passers-by of these live billboards had a hard time looking away. The real-time feed showed beautiful blue water, fun in the sun, and it was easy to relate to the selected “influencers” who were broadcasting from the cruise.

Value Proposition: The value to the consumer was a real-life glimpse into what a Royal Caribbean cruise was like. Many people view cruises in a certain stereotypical light, but the live feed to the New York billboards showed a younger, more fun and adventurous side of cruising.


“Cardinals have flown away.”


Cardinals 1

Cardinals 2

cardinals 3

Link to Ad: https://www.effie.org/case_database/case/NA_2007_33

  • Firm: Schupp Company, Inc. *Lead Agency
  • Company: KTRS
  • Title: Missing Birds
  • Publish/Event Date: 2007
  • Awards: Effie- 2007 SILVER MEDIA IDEA

Objective: Creatively get the point across that the broadcast of the Cardinals baseball games would be moving to a different station after 52 years at a different station.

Target Market: Adult men (and some women) in St. Louis who typically listen to baseball games while driving in their cars.

Action: The Cardinals on the billboards physically “flew” to a different sign to signify that they had moved to a 550 KTRS radio station. This creatively informed the consumer to tune into a new station.

Value Proposition: The value to the consumer is they were informed of the change in the station in a clever and fun way.


**Cover Photo Credit: http://www.vintageadoftheweek.com/1971-mercury-cougar-xr-7-billboard/ follow them for a vintage ad of the week**

5 Magazine Ad Campaigns

This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:

“Yes we can.”

Obama-yes we can

Link to Ad: http://www.adsoftheworld.com/collection/obama_in_advertising#showdelta=16

  • Firm: Ogilvy, South Africa
  • Company: Volkswagen
  • Title: Obama
  • Published: November 2010

Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.

Target Market: South Africans who had followed the US presidential election of Barak Obama.

Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.

Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.


“Come back another day.”

polar bear

Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/

  • Firm: Scholz Friends Berlin GmbH, Berlin
  • Company: Zoo Berlin Zoo Card
  • Title: Polar Bear
  • Publish Date: 2007
  • Awards: Clio award 2007

Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.

Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.

Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.

Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.


“Wild Night”

Valentine Bed

Link to Ad: https://www.adsoftheworld.com/collection/highlighted_valentines_day_ads#showdelta=31

  • Firm: Cheetham
  • Bell, Manchester, UKCompany: Dreams
  • Title: Bed
  • Publish Date: February 2015

Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.

Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.

Action: Come buy a bed at Dream. They understand your predicament.

Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!


“Just Fly There”

just fly there

Link to Ad: https://www.adsoftheworld.com/media/print/eurowings_just_fly_there_1

  • Firm: Lukas Lindemann Rosinski, Hamburg, Germany
  • Company: Eurowings
  • Title: Just Fly There
  • Air Date: October 2017

Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”

Target Market: Young, working adults, with some vacation time and some disposable income.

Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.

Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.


“Smart Kitchen & Bathroom”

smart kitchen

smart bathroom

Link to Ad: https://www.adsoftheworld.com/media/print/eon_eon_climasmart_kitchen

  • Firm: M&C Saatchi, Milan, Italy
  • Company: E.ON
  • Title: E.ON ClimaSmart – Kitchen & E.ON ClimaSmart – Bathroom
  • Publish Date: October 2017

Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste

Target Market: Adult homeowners with some climate control problems within their homes.

Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”

Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.


**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **

3 Reasons to Market at Trade Shows and Professional Association Conferences

I am behind my computer today trying to catch up after two weeks of attending conferences. The first of which was the Bersin Impact conference in Hollywood, FL and the second was the Society for Healthcare Volunteer Leaders (SHVL) conference in Lexington, KY. I attended these very different conferences to stay up to date on the latest trends for departments that I lead: Human Resources (HR) and Volunteers.

While both of these conferences were very different, they had one very significant thing in common that relates to strategic marketing for entrepreneurs. A formal vendor presence. Here are some reasons why you might consider marketing your product or service at a trade or professional show:

  1. Captive Target Audience– If you are selling a cutting-edge HR software, who better to talk to than HR professionals attending a conference on the most up-to-date social capital trends? Once they find out the trends, they’ll want a way to implement it in their own organizations. Sell them the tools while they are there.
  2. Sales Leads– People like games and free stuff. You can cold call people all day and not get a lead, or you can purchase some fun swag and create a contest at your trade show booth. You wouldn’t believe what contact information people are willing to share for a free hoodie. Once you wrap up from the conference, you have an entire list of people to follow-up with. All of whom you have already established a positive, reward, relationship with.
  3. Scope Out the Competition– We don’t always know our top competitors until they set-up booth 10 feet from us. In this day and age companies are created quickly to fill needs in the business world. Sometimes companies make their debut or release upgrades at conferences. As a fellow vendor, you have full access to the vendor show floor. You can collect brochures and make contacts with other players in your area of expertise.

There are professional associations for just about everything these days. Don’t count yourself out of attendance just because no one else you know is going. A quick internet search can yield many results for your niche market. And don’t worry if the association you are interested in doesn’t allow for vendor booths at conferences. Join anyway. By joining associations, you can often sponsor speaking sessions or at minimum have access to basic contact info for fellow members.

5 Newsprint Ad Campaigns

While newsprint is a less popular form of marketing these days, there are still lots of people who subscribe to a printed paper. In fact, if your aim as a Marketer is to target members of the Traditionalist generation or older baby boomers, newsprint ads might be a great option for your product or service. Here are a few ads that prove the point as a great way to market to these generations.


“Five Minutes of Peace on Mother’s Day”

Nissan Mothers Day Ad

Link to Ad: http://www.adsoftheworld.com/media/print/nissan_the_colour_in_ad

  • Firm: Boys and
  • Girls, Dublin, Ireland
  • Company: Nissan
  • Title: The colour in ad
  • Published: March 2016

Objective: Woo mothers on Mother’s Day by giving them a coloring page for their child in the local newspaper. The ad gives a mother a few moments of peace on her special day.

Target Market: Mothers who might be the decision-makers in choosing the next family car.

Action: Consider Nissan as a company who designs for and understands the needs of parents.

Value Proposition: Nissan is providing you with a fun activity to entertain your child. If they understand your need for a few minutes of peace, what else might they understand and design for that caters to the needs of parents?


“Product Safety Called Out”

60 House Fires

Link to Ad: http://www.adsoftheworld.com/media/print/which_governments_lack_of_urgency_on_product_safety_called_out

  • Firm: Grey, London, UK
  • Company: Public Interest
  • Title: 60 House Fires
  • A Week. They’d Act Quicker If It Was Their Home.Published: April 2018

Objective: Inform the general public that the government is not moving fast enough to regulate and recall products that are known to cause harm in their countries.

Target Market: Older adults who might be more likely to spend more time at home and read print ads.

Action: Go to the website to help petition the government to publish an action plan on what they are doing to help consumers.

Value Proposition: By helping petition the government for an action plan, consumers, homes, and communities will be safer.


“Shouldn’t Every Day be Women’s Day?”

Today-womens day

Link to Ad: http://www.adsoftheworld.com/media/print/amcv_today

  • Firm: Fuel
  • Company: Public Interest
  • Title: Today
  • Published: March 2018

Objective: Bring awareness to violence against women by sharing average daily statistics on international women’s day.

Target Market: Newsprint readers in Portugal who may be unaware of both the statistics for abuse/violence against women and who may not have known that the day it was published was international women’s day.

Action: The call to action is to not just be concerned about women’s rights on one single day. The call to action is to do something about human rights and equality.

Value Proposition: By supporting AMCV.org the reader can do something meaningful to help women’s rights.


“Looking for an Ark”

Greenpeace Ark

Link to Ad: http://www.adsoftheworld.com/media/print/greenpeace_white_house

  • Firm: TBWA\PHS, Helsinki, Finland
  • Company: Greenpeace
  • Title: White House
  • Published: April 2007

Objective: Bring awareness to the fact that the USA was a necessary party to making the Kyoto protocol and agreement work.

Target Market: Awareness for readers all over the world that the US needed to sign the Kyoto protocol to extend the United Nations framework on climate change.

Action: Insist on US participation in the Kyoto protocol.

Value Proposition: US participation in Kyoto is imperative to the safety of the entire world. The US government had a duty to the world, not just the US to get involved in combating climate change.


“Hitler vs. Chaplin”

The Hat.PNG

Link to Ad: http://www.adsoftheworld.com/media/print/hut_weber_hitler_vs_chaplin

  • Firm: Serviceplan Hamburg / München, Germany
  • Company: Hut Weber (Fashion Hats)
  • Title: It’s the Hat.
  • Published: March 2008
  • Awards: Top 15 Greatest Minimalist Ads

Objective: Show the striking difference a hat can make.

Target Market: Older adults who would be reading the paper and not only understand the cultural reference, but also find the reference clever or funny.

Action: Buy from Hut Weber because a hat can really make all the difference in how you are perceived.

Value Proposition: Hut Weber has a sense of edgy humor and understands that your fashion choices can have bigger implications on how you are perceived by others. Buy from Hut Weber.

**All photos are from links referenced in each analysis**