It seems like we can talk until we’re blue in the face about Twitter and its benefits. But really, it all comes down to what my journalism professor used to say: “Show. Don’t tell.”

So, in lieu of watching my “feed” on Twitter (because it’s pretty cumbersome at this point in the game), I follow search queries a good bit of the time. I primarily use Tweetdeck for this purpose (but that’s another post). Yesterday, I ran across an interesting tweet that caught my attention. The link was to two photos of a hotel room – one quite striking, bright, welcoming. The other – well, dull and a bit roach-motel-esque in its appearance. The author of the brief blog post was seeking to explain how different a hotel room might appear if the photographer used the right equipment, perspective, light and skill. In a world where a massive number of travel decisions are made on the Internet, great photos have become even more critical. I agreed with the point and appreciated the incredible visual demonstration, so I “re-tweeted” the message. I had never had previous contact with @winterparkphoto in my life.

Later that day, I got a tweet back from @winterparkphoto. Here is how the conversation unfolded. (Keep in mind that if, for example, the tweet is @andyathalo, then it is the other person talking TO Andy in that case):

@resultsrev: how can I use Twitter to get this point out there to the right people?

@winterparkphoto: That was a good start. Lots of case studies. @andyathalo is our Twitter master – connect w him definitely.

@winterparkphoto (from @andyathalo): Ahem…did someone say we should meet?

@WinterParkPhoto: First off, Love your work. Checked out your website and your twitter pictures. Great eye. Pictures tell the story.

@WinterParkPhoto: Use twitter to educate people on what you do. Show don’t tell. The eye behind the camera matters. Show more examples.

@WinterParkPhoto: Find the places out there (with terrible pics) (that you want to work for) make friends, get on their radar.

@Andyathalo: Tell me more

Then, the conversation went private with DM’s (direct messages) as follows:

@Andyathalo: Brilliant advise thank you. If confirms something I heard from another person who knows Twitter culture really well.

@WinterParkPhoto: I’ve tried to make connections by following and listening for opportunities. You CANNOT start by pitching your services. Build relationships.

@Andyathalo: Yes, I agree. It’s about being patient. Even though Twitter is very much based on instant response and satisfaction.

@WinterParkPhoto: ok, and now one quick question to you. http://bit.ly/31qxHN what do you think of my photo. What could I have done better?

@Andyathalo: Like it!

@WinterParkPhoto: thx. Loved your fire escape shots. BTW what we just did, is exactly how I use twitter to build online relationships, bringing offline value.

@Andyathalo: Lighting and composition. A stronger light from one direction would give the food more depth and bring out more constrast and colour.

@Andyathalo: (((What type of photography equipment did you use?))) Are you a food photographer or food writer?

@WinterParkPhoto I used a digital rebel (from 2 years ago) the standard lens on it. http://bit.ly/CuCgq is another angle with more green in it. (touched up)

@WinterParkPhoto Neither. I’m a marketing guy. And we do a lot in the hospitality industry. I can usually get a shot or two of plated food, that gives our guys the idea that they need to REALLY go that route. I could eat desserts like that for a living though.

@Andyathalo: By tweet #3 I realized that. I can see how it works and you are a master at it. Let me know if I can help you at all.

@WinterParkPhoto: Now all I need to do is see if you have a great property or restaurant that needs some marketing help…particularly one in the Keys…

By the way, here’s the link to the article that started it all:

Why should I use a professional hotel photographer?

Photo Credit: Andy Chapman

Did I mention that I’m a recovering plan-a-holic? As such, I can’t get away (and don’t think I ever should) from constantly re-evaluating my goals for business and life. About once every month, at least, I take a good hard look at our core business and business goals here at HALO to see if they’re still on target. After all, we are a small business, and if we’re not doing something right, we can change it. We can see a need for change – and ADAPT.

So, that’s me today. I’m looking at the core of our business – and our short and long-term goals as we stare straight in the face of rapidly approaching and VERY full-scheduled fall season. Here are some of the questions I’m asking – maybe you could/should ask them of your business, too.

1. Am I actually targeting my message AT my target audience?

2. Do I know what my target audience needs most that I can provide?

3. Am I providing an experience and result for my target audience that overwhelmingly, clearly and simply fills their greatest need?

4. How can I communicate better, more clearly, more simply?

5. Am I pushing out information (bad), or am I building meaningful relationships (good)?

6. Am I stepping up to the plate when my customers need me? Am I responding quickly enough? Am I accessible enough? (This is a major priority for us.)

7. What elements of how I spend my time each day really add value to MY clients – and how much of it is wasted (on my own interests, curiosities, vanity or admirations of others or just useless information consumption or time wasting)?

8. Am I forging relationships with customers that I want?

9. Am I willing to turn down relationshps that aren’t a good fit?

10. (My most primary and often asked question of myself.) What do I want my business and life to look like in six months? Am I doing the RIGHT things to make that happen?

Here at Team HALO, our purpose for existing is to encourage and equip communities of all sorts to achieve their goals. We target one primary market: people who build communities. Who are they? They are managers and board members of downtown districts, Main Street organizations, and small business/merchant alliances. They are the passionate owners of small businesses and restaurants. They are commercial developers that revitalize old areas – or create entirely new “places.” They are pastors of churches. They lead the charge for causes using the structure of a non-profit organization. We want to meet, know and work with people who are on a mission, who hold within them a passion, who have an energy for what they do – and most importantly, who want to find others who will care so they may connect with them, engage them, share with them, convert them, retain them, and grow them. We are the Team that makes that happen, and as of October of this year, we will have been doing that for TEN years.

How we get to that same endgame looks a lot different than it did ten years ago. And it will for you, too. That’s why this whole goal-setting and goal-monitoring exercise is so important.

The problem with me is that sometimes I look over my shoulder or across the room at my colleagues – sometimes with a bit of jealousy and sometimes with a bit of pride. I want to be something that they are, or I want to speak at a conference where they speak, or I wonder why they “just don’t get that yet” or why anyone would do what they said when they are so off base. I find myself slipping into the very terrible trap of looking either up or down at others – and not looking FORWARD for the good of my customers. We all do that as business owners. Again, that’s why this exercise is so cathartic.

In a client meeting this week, I found myself repeating a phrase that I have been using for a LONG time. “Don’t copy your competitors – Go where your competition ISN’T.”

So, today, while I won’t bore you with the answers to all of my questions above, I can tell you that we’ll be forging ahead into territory where our competition ISN’T. We’re in this to be accessible – not snobby and elitist. We’re going to insist on solid, sharp strategy – not just the use of certain marketing tools. We’re going to lead the charge to help our clients adapt and embrace new technologies in way that is simple, understandable and produces a measurable return on investment. We’re going to constantly expand our service offerings and go deep into our target market. We are the coaches that will bring BIG WINS for your downtown, your small business, your non-profit.

What about you? How often do you evaluate your goals? Does it help you stay on track with your life and business?

Related Pages:

Marianna Hayes: Marketing Speaker Page

Market Analysis for Downtowns

Team HALO Coaching Services

Texting in Church...is it okay?

Editorial disclaimer: This is probably not the last post I will write on this topic, so if it interests you, stay tuned. I do want to insert the disclaimer here that I am by no means endorsing the idea constant connectivity is a good thing. It’s not. Hopefully some pastors and others will weigh in on this issue. I invite good discussion as we look for ways for our churches to use social media appropriately.

In case you hadn’t heard, Andy and I are born-and-raised Presbyterian turned Baptist (thanks to one Dr. Greg Belser and a church we now call home named Morrison Heights).

As such, we been watching the #SBC2009 (that’s the Southern Baptist Convention being held in Louisville, Kentucky) this week via Twitter and related video, audio, blog posts and transcripts. I’m excited about their focus on the Great Commission – spreading the Gospel, bringing others to Christ as a singular mission. All the rest will follow as it should (not necessarily as it has been) – in my opinion – not the other way around.

As such, I was thinking about the functions of the Church (not just Baptist ones) and our discussions of web sites and social media, etc. I asked myself… do these tools help us spread the Gospel?

It has often been said in marketing circles (at least during my career of ten years), that good marketers in today’s marketplace were really “evangelists” for a brand or product or experience. And as such, marketers have gotten very good at “spreading the ‘gospel’” of whatever they’re selling. One of the best and most influential books I’ve read in my career was Church of the Customer by the McConnel/Huba team which makes obvious analogies to the church and “spreading the gospel” and “customer evangelism.” It’s always seemed ironic to me that God, throughout the Bible, spells out good evangelism techniques quite clearly. And we (good marketers) apply them very well in the secular world of business marketing.

All the while, it seems like the church has been behind the curve in applying these same techniques to spreading the REAL Gospel.

For the first time tonight (Wednesday night), I sat in church and texted – not the entire time, mind you – but I exchanged 2-3 messages with Andy who was still away at a meeting. In the past, I have always gotten upset with Andy when he’s texting Eric in the sound booth or Dr. Greg or whomever while sitting in church. But tonight, I took a different perspective. It dawned on me while sitting there that it would be okay to text a friend far away that is struggling with life and share something encouraging that I just heard or learned. And it might just be okay to update my Facebook status from the pew and share scripture and let the world experience the inside of a church through my eyes – an experience they might not otherwise have. Or to encourage someone that wasn’t there or couldn’t be there, so they remained engaged and feeling a continuous part of their church community even in their absence. OR maybe I could even Tweet the pastor questions as I think of them during the sermon that he could clarify on a blog later in the week. I personally do a lot of public speaking, and I love the idea that folks could text me questions during speeches and seminars that I could answer at the end. There are a million possibilities – and I’m sure I’m not the first one to go down this road in my mind. But my mind is certainly full of possible opportunities at this point, and  it certainly seems like it’s time for churches on a broader scale to step up to the plate and apply our own medicine – and use these new tools to our advantage and quit being so frightful that the tools are of Satan – they aren’t. But the tools certainly can and will be used to do harm – because that’s what happens when a lot of people use anything. Social media is no different. But, oh wait, there’s another opportunity for the church to step in and turn the tide in our favor instead of leaving a void for evil to fill.

What do you think? What might this look like in your church community? What options have you used successfully in your church or ministry with success (or failure)?