This week's show revolved around "who knows you" and how to get more people to do just that.

We began the show with Yoshi Simms from The Publicity Formula, someone helping companies go beyond the normal scope of public relations, and take on the full world of publicity - she does work that includes helping clients get on radio, on TV, into public speaking engagements, and more.  Plus, she coaches clients on how to do all that as well.  Get in contact soon, or sign up for a teleseminar, and Yoshi will be showing you the way to public exposure that will grow your business quickly.

Our Business Booster, Joe Beaulaurier, from PR Web, showed us how individuals can post their own materials onto the web, and how web press is much more widely received and spread about than the older models we've grown up with.  Using case studies and examples, Joe outlined for companies ways in which the PR Web (self publish) and the PR Web Direct (publish with assistance) models work - and how people can make web press a helpful business tool.

Then we were joined by Unique of the Week, Sherry Wheat of TeleSales - who walked us through how her company has placed an exciting, prosperous and distinct twist on the tried but sometimes tired industry of telemarketing.  Full of tips and ideas, plus practical applications, this interview may help you revisit how to use telemarketing to improve customer relations and set appointments - plus more.  Sherry showed how when this is done properly, it really brings a huge boost to business.

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This week's show is brought to you by Carroll/White, with hosts Andy Greider and Lee Kantor.  Uniqueness is Power is a marketing and business growth show, broadcast live Thursdays 6-7pm eastern, and downloadable by podcast, or RSS Feed.  Please send any questions to andygreider@comcast.net.

Want to take your magazine or publication online?  Visit www.bluetoad.com and use the coupon code SYBL for a nice .25 per page discount from our sister site, www.saveyourbottomline.com

Also, if you have a product or service or advice that can boost a business or know of a company innovative enough to be an Unique of the Week, drop Andy a line.

When the latest article in AdWeek showed the ailing industry beseiged by assailants from around the world, saying advertising was one of five items in need of government regulation - along with air and water pollution, toxic waste and nuclear waste - well, Lee and I stepped up.  Join us for the lively debate on whose fault this is, and how to fix it.

Next, Stacy Land who is a Knowledge Management consultant, joined us to discuss what KM is - no one knows - but she did help ascertain how it can help a company - and who it can help.  Stacy's commentary on this decade old (or so) field was insightful and intelligent - and, well, not suprising, well organized.  She discussed how the current day companies are just now learning how to leverage the advantages of KM, and the challenges faced, even as more people realize the need.

As our Unique of the Week, Allan Hess of www.airportbooties.com joined us.  Neccessity is the Mother of Invention has never been truer. 

When security measures began to force the removal of shoes in the check in points, the health risks were at first somewhat overlooked, but the triad of partners with Airport Booties, saw the issue.  After all, you have to cover the same ground as hundreds of thousands of others, many of whom were barefoot or could have been in a conduit like water or sweat.  The unfortunate result is a breeding and transference area for viruses, diseases and contaminations.  In a recent news report on ABC San Diego, 18 of 23 areas tested by a DNA lab found live bacteria, to include HIV, e-Coli and other nasty germs.

So, Allan Hess and his partners built the non-slip, non-porous and very marketable booties.  And they made it so the TSA would approve them.

http://www.tsa.gov/travelers/airtravel/assistant/shoe_screening.shtm

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This week's show is brought to you by Carroll/White, with hosts Andy Greider and Lee Kantor.  Uniqueness is Power is a marketing and business growth show, broadcast live Thursdays 6-7pm eastern, over WGSR Atlanta, and downloadable by podcast.  Please send any questions to andygreider@comcast.net.

Please check out our affiliate sponsor, Tire Rack, to help support the show.

Also, if you have a product or service or advice that can boost a business or know of a company innovative enough to be an Unique of the Week, drop Andy a line.

After pinning down the top 9 trends in marketing today (not top 10 - we have to be unique - and not 9.5 cause we're not Gitomer) Lee and Andy turned to this week's Business Booster - Associate Partner of Bell Oaks, Eryn McHugh Emerich, who gave us the lowdown on recruiting.

From why you'd want to use a recruiter to how the process works - and how it is different at Bell Oaks - Eryn laid down some essential points that all companies can learn from, and take away great advice about using an executive recruiter.  For a company who understands and embraces the hard work that goes into finding the right person (not just A person) to fill your middle management to Exec level needs - check out the team at Bell Oaks.

Next up was Dale Brannan, who filled in our listeners on how his company Transports Athletics, takes student-athletes around the world on team building, culture filled athletic odesseys.  From volleyball in Venezuala to basketball in Berlin - and even golf in China - Dale brings exciting adventures to those who choose to come along.  Soon, Dale is heading for Italy with the UNC Greensboro Basketball teams (men and women.)  Plus, soon, the company is relocating to Seattle for a closer connection with a new partner in China - where those golf excursions (for athletes and maybe executives, soon, too) come from.  Tune in to hear more about our Unique of the Week, Dale Brannan from Transports Athletics.

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This week's show is brought to you by Carroll/White, with hosts Andy Greider and Lee Kantor.  Uniqueness is Power is a marketing and business growth show, broadcast live Thursdays 6-7pm eastern, over WGSR Atlanta, and downloadable by podcast.  Please send any questions to andygreider@comcast.net.

Please check out our affiliate sponsor, Tire Rack, to help support the show.

Also, if you have a product or service or advice that can boost a business or know of a company innovative enough to be an Unique of the Week, drop Andy a line.

Our show began with Lee and Andy working out how to begin marketing on a shoestring budget, or conversely, how to inexpensively augment your current marketing and advertising with low cost extras.

As Business Booster, we were joined by 30 year photography veteran Kelly Mills, who shared with us how photography, when done well and with the proper eye and process, can improve your business.  Using a tried method and being prepared for most anything, Kelly sees projects through from start (taking the photos) to finish (post production work that includes web ready and other graphics.)  Listen in as Kelly reveals how his fine art background and ability to observe and listen really make the photos he produces come alive for the client, and work much better in a marketing setting.  Also check out Kelly's newest exhibition, with Ilya Varcev - going on now through June 4th, at the West Egg Cafe at 1168 Howell Mill Rd, Atlanta.

Also, be sure to check out our Unique of the Week, Dennis White - who brings over 37 years of experience to making sure your displays come alive with interactive and rememberable elements, at sales centers, trade shows, visitor kiosks, and more.  Dennis runs Spectrum 4, a company with 20 years experience that has a few unique twists that set them apart outside their time in the business.

First and foremost, Dennis outsources all his work to highly qualified, carefully selected craftspeople who all can do high end work faster and more effectively than he could do on his own in house.  This means the customer gains in two ways - cost savings (due to lower overhead) and speed.  Remember good fast and cheap? - Dennis covers the first two and stays more than reasonable on the third. 

In addition, outsourcing brings Dennis the ability to put his design background and marketing training to bear on all new projects - often at the first meeting.  From napkin to finished product - oftentimes in less than 2-3 months.  With work ranging from nuclear power plant displays to mega-churches, from visitor centers to trade show booths, Dennis has done a lot of great work.

We recommend highly the work of both our guests - and recommend contacting them through the links above.

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This week's show is brought to you by Carroll/White, with hosts Andy Greider and Lee Kantor.  Uniqueness is Power is a marketing and business growth show, broadcast live Thursdays 6-7pm eastern, over WGSR Atlanta, and downloadable by podcast.  Please send any questions to andygreider@comcast.net.

Please check out our affiliate sponsor, Tire Rack, to help support the show.

Also, if you have a product or service or advice that can boost a business or know of a company innovative enough to be an Unique of the Week, drop Andy a line.

Working on a shoestring budget oftentimes makes people feel like there is simply nothing they can do to help attract customers or to grow their business.  They don't market, because, they rationalize - it doesn't work unless you have a lot of money.  This simply isn't true.  There are a myriad of ways to generate business that don't need to cost a small fortune (or a large one, either.)

Let's begin with some reflection on a simple rule - people covet that which is around them.  In general, establishing good connections with your community is essential as a small business owner, in order to make it.  Some thoughts on how to do this - reach out to the people within a square mile of your business. 

A simple flyer or note delivered to the door, with a handshake and smile, can do wonders. 

Work with other businesses in area who are interested in the same prospects you are - but who don't compete with you - this can lead to opportunities in immersion branding, and to potentials with networking.

Speaking of that, start a networking group with others who also want to grow and expand, with customer relations at the heart of the matter.

From there, begin to work on information that will benefit your customer - and listen to what they say - and to what your competitors clients complain about.  This is one of the most powerful ways you can tweak your business to make it appeal to the competitor's current clients.

Write online and off.  Start a blog - write some press releases (see below for tips on how.)  Oftentimes, writing can be used to help you position as an industry expert.  Also, you can tap the power of the internet through podcasting and vcasting.  To combine all of these into one locations, check out Hello World.

Keep in touch with your customers with a newsletter, blog or other form of communication.  Along with quick announcements of sales, or new products or other items of interest, a newsletter online can allow for affiliate links to related services and testimonial or endorsement space for those in the networking groups I already mentioned.

Use the power of technology to leverage your email list - and to get regular attention.  First, find an autoresponder you like - I use MMG.  Then build capture pages (it is very VERY easy to do) - and then send the page address to people who would be interested in the tips or ideas you place in the autoresponder.  For instance, my 5 free tips to increase sales and save the bottom line won me 150 subscribers to the larger, 52 tips - weekly for a year, in text, audio and video format.  Once these folks saw what the free tips did for their business, they bought in on the bigger idea.  Example of hourly rate versus what you get for $150?

One final thing you can do - earnestly offer a guarantee - place yourself in the customers shoes of being slightly wary of a new experience or service - and give them some confidence.  I tell people that if they implement 5 of my tips a year, out of 52, and don't make back their $100 or $150 they invested, I will refund the money.  Period.  No questions.  (Honestly, I know there is NO WAY they can honestly tell me that, as any two implemented over a year, will raise $100 each or more.)

If you do advertising, make sure it is not something you just "try." Work on solutions oriented sales copy, and not feature based rhetoric.  No one cares that your product complies with Code 15T7Y - what they care about is a benefit.  Since our product is registered properly to make sure you are in compliance with all local state and federal mandates, you won't have headaches there. And a laundry list of the neat things your product does is virtually useless - instead tell the consumer how what those features do benefits them. 

Obviously, this is just the start of the possibilities - but it is a good way to get some traction established with a lower budget - or augment your current plan with extras and then work towards bigger ideas on down the line.