Sparky the Wonder Dog

I recently had the opportunity to work with two different dogs while creating two different commercials. It was quite an experience. Although they are both trained, obedient animals, achieving the exact behaviors we wanted took a lot of time and patience. The end result was well worth it, and I look forward to sharing the new commercials with you once they’re ready to air.

One of the dogs, Sparky, is pictured here. He is a terrier mix with tons of spunk. He has so many different expressions, from happy and content to fierce and annoyed. He was very fun to work with once I learned to flow with him and wait for him to be ready to perform. I even persuaded him to speak over and over again. He must have thought I was crazy or just hard of hearing.

After all of this experience I have decided that the challenge of working with animals is well worth the time and effort. Not too surprising, since working with horses is one of my hobbies.

Have you read the headline about a 23-year-old ranch owner that just won a $232 million lottery jackpot? I must say, it makes me feel like I’m missing out by not playing. You can’t win if you don’t play, after all. It also makes me think that if it could happen to him, it could happen to me!

Everyone seems to like the idea of getting something for nothing — or almost nothing. What about when it comes to our business dealings?

We’ve all heard stories about ideas, writings, and inventions being stolen by unscrupulous corporate types. Fear of that type of dishonesty keeps some inventors from attempting to market their innovations. “If the big guys get a hold of my idea, all my efforts will be in vain,” they fear. “They’ll just throw a lot of money at it, get it to market, and I’ll get nothing.” And, unfortunately, there are many examples to substantiate their fear. One involving Apple’s Ipod comes to mind. And then there was the agency that worked to get The Simpson’s movie account.

Most of the cases we hear about are settled out of court for undisclosed amounts of money. That is, IF the idea generator had enough of a legal fund to take the big guy to court.

Whether or not you’re one of the big guys, chances are you will employ the efforts of a designer, advertising copy writer, consultant, or even an advertising agency at some point. Keep in mind that intellectual property is just that — property! If someone shows you an example of what they can do for you in an effort to win your business, that logo design, tagline, print advertisement, etc. is only yours to use once you’ve paid for it.

Let’s deal with each other ethically. The courts have enough to do!

If you’re a business owner, chances are you look at your company’s financial statements regularly to see how you’re doing. I do. One thing that doesn’t show up on your balance sheet as an asset but definitely helps your bottom line is a great network of support.

Most business owners I know are not experts at all aspects of business. They are great at what they do, whether it’s fixing cars, building homes, or styling hair. Functions like marketing and accounting often get neglected. But you can’t afford to neglect either one.

Now more than ever you need to keep your name in front of your customers and potential customers. If you’re marketing strategy consists of buying the latest advertising package pitched by your local TV or radio station sales rep, STOP!

This is the perfect time of year to set your marketing strategy for 2009. Meet with a marketing consultant to discuss your goals. If you work with an experienced marketing professional or advertising agency, it should only take a couple hours of your time to develop a comprehensive plan that will guide every advertising purchase you make in the coming year. The marketing consultant you hire should be asking you the right questions:

• What are your goals for 2009?
• If “increasing monthly revenue” is your goal, by how much?
• Who are your major competitors? How are they perceived? What marketing strategies do they employ?
• What are the characteristics (demographics) of your best customers?

Armed with the answers to these and a few more questions, your marketing consultant will be able to craft an intelligent plan for 2009 that will fit into your budget and will reach the right people with your message.

This is also a great time to find a good accounting service if you dread tax preparation as much as I do!