How to Advertise for Free

(regular advertisers in TechShop, please disregard this commentary. This is for my shop owner and mobile tool distributor readers....) :)

That's right - you can get free press, especially in your local newspapers. All you have to do is submit a "news release" to most papers, and they'll publish it.

Before you sit down to write anything, you should take the time to really think about the message you want to send. An effective news release is not a blatant advertisement. Instead, it should provide insight into a newsworthy top related to your business. For example, for a great effect, tie something about your shop to a recent news story. A recent news story talked about "Hurricane Katrina victims still homeless 2 years later" You might issue a news release commenting on charitable work you or your employees have done, services you've provided to Hurrican Katrina victims.... You get the idea.

When you write your news release, the way it is written is almost as important as the content.
1 - Be sure it has a HEADLINE. This should be short and to the point.
2 - Open the release with something interesting, either a fact or a quote from yourself. There is nothing worse than a dull first sentence - many editors won't get to the next sentence.
3 - It should read like a news story, not an advertisement. Mention how you've been in business, your specialties, etc.
4 - Cite evidence when it makes sense. For example: "The US Dept of Energy estimates that replacing a clogged air filter can save drivers as much as 10% on their gas bills. Harry Magnum, of Magnum's Parts, says that many drivers are wasting money on gas by not maintaining their cars properly".
5 - Keep it short and simple. To the point. No long sentences, and nothing more than 800 words.
6 - Spelling is as important now as it was in 4th grade. Ask someone to proof your work for content, spelling, grammar and punctuation. You are a professional and want to create a professional-sounding press release.
7 - Include your name, address, phone number, and e-mail. Make sure the press can reach you.

Good Samaritan Sees the Light

Does it pay to be a do-gooder? Paul Ferguson, of Salt Lake City, Utah would probably answer an emphatic - YES!

What he thought was a dangerous pipe in the road, actually turned out to be a Cliplight HEMIPRO Task Light. Ferguson was driving down six-lane highway 15 in Salt Lake City when he saw what he thought was a steel pipe in the middle of the road. He pulled over, hoping to prevent it from becoming a potential road hazard, and instead of a pipe, he found a tasklight. Cliplight had recently redesigned this HEMIPRO light, and until it had been repeatedly run over by cars and trucks, it had been new. The access endcap that holds the rechargeable four-hour battery in place was long gone. But Ferguson held the battery in place by hand, flipped the switch, and the cordless 3-LED light actually lit up!

Ferguson is a coordinator in Utah's vehicle fleet maintenance department, so he knew the value of a professional automtive task light. He quickly wrote an e-mail to Cliplight, asking to buy an AC charger and a new end cap. Nick Bush, Cliplight's US Sales Manager, answered Ferguson's e-mail, "we designed the Hemipro worklight to withstand a lifetime of accidental drops by service techs, but I have to admit its successful stint as road kill on a major highway is a little surprising to us." Bush sent Ferguson a complimentary end cap and battery charger for sharing his story.

Cliplight's ads and promotional material on the new generation Hemipro talk about the whiter, brighter, and more even light disbursement than previous versions. "Maybe we should start touting the durability more as well," said Bush. "I guess we now know we're covered if a service tech accidentally runs over the Hemipro in his service stall.

Do you have any amazing tool stories of endurance and capability? If so, just send them my way, to Beth Skove at bskove@babcox.com.

Planning to Retire - What happens to your business?

Many independent repair shops in the U.S. are family-owned and family-operated. Many are second-generation, and a small portion of third-generation shops that have successfully passed from the original owner to the next. But some of you own a great business, you might be in your late 40's or mid-50's, and you haven't given a thought to what might happen when you plan to move on. You're not unique. According to the Wall Street Journal, full half of public and private corporate boards do not have a formal CEO-succession plan in place. Even giant corporations like Merrill Lynch and others who spend millions of dollars recruiting and training employees, don't think about who might run the joint once the "big guy" leaves.

For some owners of small businesses, it's a simple process. You decide to retire, no one in the family wants to carry the business on, so you try to sell your shop as a viable operation or you simply close your doors and try to sell the property.

You might say to yourself, "I'm just trying to get through today, or this week. I don't have time to think about 5 or 10 years from now." But in reality, if your retirement is 5 to 10 years from now, NOW is the right time to begin thinking and planning. In order to build a successful business that will continue to thrive after you are gone, you need to groom the next leader of your business over a 3 - 10 year timeframe.

Succession planning isn't something you do on a Saturday or Sunday, and then consider it done. It is a process of filling a pipeline with talent. And believe me, I speak from experience, it can be difficult to groom the future leader of your company. Sometimes people fire people they are afraid might be "too good" for their current position, they may feel threatened by that person's expertise. You might be better off subordinating your fear, and instead, encouraging the professional growth and leadership abilities of that person. You might be pleasantly surprised.

You should consistently review the performance and talents of your people. Don't surround yourself with people who always agree with you - use other people to expand your own expertise. Be willing to share power with potential heirs, and give them the authority they need to grow. At the same time, give them the tools they need - this may include additional education. Help them handle a variety of challenges. As they grow into the position, you will probably grow as well. Focus on the future of your business, and not on last week's work. Our business models are changing more rapidly than in previous years, and you need to find or develop a leader with strengths and talents that are different from your own. Learn to share the load, embrace the change that will come with new leaders in your business, and eventually you will be able to retire with confidence that your business will thrive and grow well after you're gone.