Archive for April, 2007


Tick: It’s the Little Things

Monday, April 30th, 2007

Here at flyte we’ve been using Basecamp for years. It’s an online project management software package and I can’t imagine running a business without it. (Internally and with clients we refer to it as the Hangar, but that’s because we got the whole flyte thing going.)

The one thing it doesn’t do (well) is time tracking for billing purposes. Enter Tick.

Using Basecamp’s API, we can enter our time into Tick and track our time to make sure we come in on budget. We haven’t been using Tick long enough for me to give it a big thumbs up yet, but their attention to detail and their sense of humor has me rooting for them.

Tickpassword

I especially like the link that allows you to enter your password if you suddenly remember it: "Just kidding I remember now." No, they’re not going to end up on Letterman, but it’s still funny.

Their FAQ is also well written. It’s simple and it uses plain English to explain things.

Tickfaq

These are the kind of things that really make a difference. It feels like I know the people at Tick, even though obviously I’ve never met them. It makes me think that if I had a question or a problem they’d work with me to solve it. My wife Cybele, who’s heading up this initiative, has told me that the people at Tick have been very responsive to her questions. I’m not surprised.

As I work more with Tick I’ll probably write a more formal review. However, the take away is for you to look at your own site and see if you can inject some of your own personality into it. If you’re not funny, don’t worry. It doesn’t have to be funny, but you should strive to be authentic.

Rich Brooks
Tick User


Flyte Turns 10 Years Old

Monday, April 30th, 2007

Flyte10_2
Flyte turns 10 years old tomorrow. Anniversaries and milestones always make you look back and take stock.

It was 10 years ago, May, 1997, that marked my last days at my previous job. I had already started building Web sites in my spare time, and had decided that I didn’t want to work for anyone for a while. I figured this Web thing would last for a couple of years, at least until graphic designers learned to code or techies learned to design.

I certainly didn’t have any grand plans of running my own company, or hiring anyone else. I called my company b1 communications for no real good reason and got a domain name which I believe has since expired. I set up my Mac Performa in the dining room of my apartment in Jamaica Plain and connected to the Web over a 28.8 modem. It often took over a full minute for every page to load. I learned patience.

My design skills could be generously described as "rudimentary," but there was so little you could do with the Web back then, it didn’t really matter. I had a couple of clients, including my dad and Dr. William Adams, both of whom are still with me.

I started writing a print newsletter in October of 1997, and the first issue was entitled, "What’s More Important: Content or Presentation?" A few months later I wrote my first article on search engines called "Search Engine Considerations." Some of the material holds up, some is out-of-date, and much of it would get you in trouble, such as my advice to create doorway pages.

Back in 1999 I moved the company (me and my computer) to Portland, Maine, because I had fallen in love. (See: Why I Hired a Hot Chick.) I struck up a relationship with a design firm in town who helped me rebrand my company as flyte new media and came up with our paper airplane logo.

I continued to work out of my (now our) apartment, but a few of my clients wanted more work out of me than I could do on my own. So, I hired a couple of people who worked out of our apartment, and later out of our house.

It was kind of weird, having people work in your house. I used to close down the "office" when I had to leave for a doctor’s appointment, and I always felt odd about having clients over. Especially because we’re not exactly the Martha Stewart type.

We ultimately moved the office out of the house and got a sweet spot in the Old Port with signage. I swear it was just about the day we signed the lease that my talented designer decided he had to move to NYC. Within a month my other part-time employee left to work on an elephant farm in Tennessee. No, I’m not making this up.

Luckily, my friend Ryan Goan, who had create the flyte logo, was looking for some part time work and took over the design work. He’s still here, now as our creative director. Soon after, Gloria Maher joined on as a part-time developer. She told me that she only expected to be here for a few months before she’d have to look for a "real job," but I offered her one (she became my first full-time employee) so she stuck around. Robin Lowell joined us soon after, and she’s still here, too.

Some other talented people came and went, and by 2006 there were six of us in 700 square feet, all facing forward towards the door. People joked that coming into the office was like stepping onto a crowded bus. It was time to move again.

We found our current space, which totally rocks. We added Carolyn Phillips as project manager, Jonathan Braden as account manager, and most recently, my wife Cybele as Marketing Director.

Along the way we’ve also established some long-term relationships with contractors that have really helped us handle the growth of flyte. Since some of them work full-time for other companies, they may not want me to mention them here, but you know who you are. Thanks.

And of course, there’s our clients. If you’ve been in business for a while, you know that there are some clients who have been so instrumental in the success of your company, you can’t imagine things without them. Maybe their job got you another job which led to still another job, or maybe they introduced you to another big client. Maybe they took on a mentorship role or pushed you to deliver a better product. Maybe they gave you some constructive criticism that was difficult to hear but made you a better company in the long run. To all of those people, thanks.

So many of my friends have lately been saying, "I can’t believe it’s been 10 years." I feel the same way. Maybe that’s just a symptom of getting older and time flying by, but I think it’s more about how much fun it’s been. (Not every day, trust me, but overall.) Running this company has led to meet a lot of interesting people. I’ve gotten to work with entrepreneurs who were just starting a business and established businesses that were looking to expand onto the Web.

I’ve seen a number of my clients’ businesses grow over the years. (Not just because of the Web site, obviously, but it’s nice to see them succeed.) I’ve seen a few shrink and one or two dissolve. I’ve seen co-workers’ learn new skills and have seen their confidence increase. Although we try and have a good work/life balance, I’ve seen them all work late to finish a project and put in the extra time to make it work well.

Most of all I’ve seen what’s now known as "flyte" transform from an excuse to avoid working in an office to a growing business with seven employees and nearly as many independent contractors, helping other small businesses grow and thrive. Especially in a state like Maine, that needs more vibrant small businesses to succeed, that’s been perhaps the most rewarding part of my time here.

The first ten years have been a grand adventure that I wouldn’t trade for anything. I can’t wait to see what the next ten years bring.

Rich Brooks
President, flyte new media


Constant Contact Case Studies

Friday, April 27th, 2007

A few months ago Constant Contact approached me about being a case study for other business partners. Apparently we had an insanely high conversion rate; getting people who signup for Constant Contact to move from the trial period to the paid service.

Personally, I think this is because we sell email marketing services to people who are already interested in doing business with us. We explain how email marketing can help them reach new prospects and stay in touch (and sell more to) current customers. We help with the setup, configuring their account, and making it work.

We’ve even developed our own Constant Content Intake Packet that helps clients customize their messaging to subscribers. Trust me, that makes a big difference.

Anyway, they finally published flyte’s Business Partner Case Study. (PDF, 292K.) It’s probably of more interest to other business partners than to you, but I think they did a good job. There are some good reasons why an email newsletter is helpful to small businesses. Still, it’s always weird seeing what you said in quotes.

If you’ve been trying to increase repeat traffic to your Web site, or want an inexpensive, effective tool to stay in front of customers, email marketing is worth a try out. You can use Constant Contact directly, or give flyte a call and we’ll walk you through the process.

Oh! I almost forgot. If you want to attend a seminar on email marketing, you’re in luck. We’re putting one on at flyte (Portland, Maine), on Wednesday, May 9th at noon – 1:30ish.

Rich Brooks
Email Marketing for Small Business


Email Phishing Scam: TD Banknorth

Friday, April 27th, 2007

I received an email from TD Banknorth (not) today that was an obvious phishing scam. Just in case you happened to receive a similar email today, you can safely delete it.

The telltale signs?

  • Addressed to "TD Banknorth Customers." Doesn’t seem very specific. Even if the bank doesn’t include your name, they’re likely to realize that you’re just one person, not all of their customers.
  • "We Kindly as you to confirm and update your details". Unnecessary capitalization of Kindly, and no period at the end of this sentence.
  • "We offer you a new convenient and safe high-quality level of service to handle you ATM card." I think they meant "your."

We’re all in trouble if phishing scammers ever learn to use good grammar.

But most importantly? They ask you to click through the email to their "site." Any legitimate bank will not include a link to their site and instead ask you to visit them by typing in the bank’s URL. When I looked at the source code, I could see that the link is actually going to http://www.upshotokai.com/modules/Forums/language/north/index.htm which is obviously not a TD Banknorth URL.

Rich Brooks
Helping Keep You Money Safe


Boothbay Harbor Retirement Community: St. Andrew’s Village

Thursday, April 26th, 2007

Standrewsvillage
If you’ve ever been to Boothbay Harbor in mid-coast Maine, you know why people would want to retire there.

Today we launched a Web site for New England’s premier retirement community, St. Andrews Village at Boothbay Harbor, Maine.

Recently, I was invited to attend a Boothbay chamber event hosted by St. Andrews Village, and it really is a beautiful facility. In a previous life (read: before I started flyte) I actually sold products to nursing facilities and retirement communities, so I know from whence I speak. Before that I danced on tables, delivered Domino’s pizza, and inscribed little leaguer’s names on batting trophies. But I digress…

Visitors to the site can get a better idea of St. Andrews thanks to some great virtual tours put together by ipw360.

For those people looking to retire to a beautiful part of Maine, you can’t do wrong by Boothbay Harbor. St. Andrews offers cottages, apartment style homes, and even an assisted living area.

St. Andrews also offers Alzheimer’s Care as part of their Memory Loss Program, long-term care, and home companion services.

Because St. Andrews was looking for some content management, flyte build them an admin that allows them to update their news, events and press releases on the site. The admin even feeds new "In the News" and "Events" to the home page as links.

Rich Brooks
Maine Web Site Design


Should You Hire a Vertical Web Design Company?

Wednesday, April 25th, 2007

First off, a definition: a vertical Web design company works exclusively in one industry, be it travel, hospitals, or cookie cutting. A horizontal Web design company works with a wide range of companies in different industries or sectors.

Recently, a few prospects had been weighing our services against the services of a vertical vendor and asked me to explain why they shouldn’t go with a Web design and Internet marketing company that focuses specifically–in these cases–plastic surgeons or law firms.

It’s a great question. I think there are times when it makes sense to go with a vendor who specializes in your industry. An accountant whose clients are all service providers, or a business coach who works exclusively with small business owner would be the type of vertical vendors who I’d be interested in doing business with.

Similarly, if you’re an innkeeper, you might want to work with a laundry service that has a lot of inns as customers, and if you’re a restaurant owner, you might want to choose a vendor with a proven track record of increasing online takeout orders.

I think these examples help you with behind-the-scenes issues. No one’s going to compare you to your competition and make a buying decision on what laundry service you use. (They may not return if they find blood stains on the underside of their pillow, but that’s a different story.)

However, when it comes to design or marketing you need to differentiate yourself.

If you want a new logo for your business, going to someone who has designed logos for most of your competition is just plain boneheaded unless you’re a third-world counterfeiter. Not only that, your logo designer will probably feel that you want something similar, since that’s why you called her in the first place.

People looking for services, be they plastic surgery or law firms, will often visit several sites before making a decision. If your site looks like everyone else’s, it won’t stand out. However, if yours has a different approach, different colors, a visibly different style, you will be remembered.

For Internet marketing, the case is even more clear cut. If a vertical Internet marketer has already created a search engine optimization plan for your competition, how will you rank higher they they do, given the same advice and information? When everyone in your industry zigs, you need to zag.

However, a vertical marketer can’t zag. Their competitive advantage is that they know your industry. That they have institutional knowledge. That they know or have even created the conventional wisdom. However, that’s a competitive advantage for them, but not for you.

If they’ve created Web sites and Internet marketing campaigns for a large enough percentage of your industry, that part of the market is over-saturated. You need to discover your own niche within your industry and compete against the homogenized majority. That’s the benefit of working with a horizontal vendor.

They won’t know your industry as well as you do, or even as much as the vertical vendor. However, they bring proven ideas from other industries that will be new ideas in your industry. They are the cross-pollinators.

Am I biased? Well, duh! The reason we don’t go after one market is that I find it to be intellectually unstimulating. Just thinking about focusing on one industry or business type makes my synapses fire slower. I love taking an idea I discovered while working on a jewelry Web site and reworking it for a biotech provider…and vice versa.

If you’re an entrepreneur, if you’re a risk-taker, if you want long term sustainability for your business, the last thing you want to do is position yourself as a me-too company.

Rich Brooks
Horizontal Web Design


Uninspired Approaches to Email Signups

Tuesday, April 24th, 2007

Here’s an uninspiring come-on line I see all the time on Web sites:

Join Our Mailing List

followed by the obligatory signup box.

I can’t imagine too many people giving up their email address at a Web site they’ve just discovered based on a value proposition like that. It’s basically the dating equivalent of opening with "give me your number." This approach will definitely turn off your best prospects, and you’ll only get numbers from the most desperate people out there. (In case you’re confused, I’m arguing that this is a bad thing.)

If you want to get subscribers to your email newsletter, you need to give them something in return.
In fact, you should position the email newsletter as a value-added item that complements the free white paper, raffle entry or other giveaway you’re offering.

If you’d like some concrete examples of how you can build your subscriber base, as well as how to get your emails delivered, opened and read, be sure to check out our email marketing seminar, How to Use Email Marketing to Grow Your Business, on Wednesday, 5/9/07, in Portland, Maine.

Rich Brooks
Email Marketing Seminar in Maine


Selfish, Selfish Copy

Friday, April 20th, 2007

I just got a tri-fold in the mail for Unicorn Alley Business Solutions. ("Unicorn Alley" is not part of their real name, but their real name is similarly lame.)

Here’s the opening paragraph, emphases mine:

Unicorn Alley Business Solutions is excited to offer the first in a series that will certify participants in People Skills for a supervisor and/or management role and will also serve as a refresh for those already in management. We are pleased to offer this certification program and we feel that it will benefit the employee both professionally and personally and serve as excellent skills for a higher level of employment. Some of our seminars (but not limited to ) are as follows….

While this isn’t terrible (ignoring the run-on sentences), it’s not engaging. I’ve never heard of this company before, so why do I care what they’re excited to offer, what they’re pleased to offer, or what they feel?

The "you" (the reader) is barely recognized in the first paragraph, or throughout the entire tri-fold. (One noticeable exception is the description of the Diversity seminar: "This seminar will leave participants aware of their own prejudices." Great! Where do I sign up?

This mailing would have been much more effective if they had taken the time to put themselves in the recipient’s shoes:

  • Are you a new supervisor or manager looking to improve your communication skills?
  • Are you a manager looking for certification to advance your career?
  • Do you need to come face-to-face with your own prejudices for a feeling of self-loathing?

OK, maybe not the last one.

The bottom line is that this type of corporate communications is all too common. Companies are boring prospects into apathy by talking about the company and its offerings, rather than engaging prospects by walking a mile in their shoes.

Before you agree too whole-heartedly, take a look at the copy on your own home page with the perspective of your prospects in mind.

Rich Brooks
I’m Already Aware of My Own Prejudices, Thank You


Heavy Metal Friday @ Flyte

Friday, April 20th, 2007

Burnback_2
As many of our neighbors know, Friday is Heavy Metal Friday here at flyte.

Today we’re listening to a song that will resonate with all designers, be you print or web.

It’s Burn Back’s "Make the Logo Bigger." Now, turn up your speakers and press "play!"

Thanks to Kelly Young who passed this along.

Rich Brooks
Head Bangin’ Web Design


Freelance Photographer Wanted

Thursday, April 19th, 2007

Flyte needs it’s own Peter Parker.

We’re looking for a talented freelance photographer for an upcoming Web project that will include photos of Greater Portland (Maine.)

It doesn’t matter if you’re a professional photographer with years of experience or a talented amateur…as long as you have an eye for what makes Portland and the surrounding area such a great place to live.

We’re looking for photos of buildings, the waterfront, cobblestone streets, store fronts, signs, and anything else that makes Portland unique and interesting. We may request some specific shots and we’d be looking to take ownership of these photos.

Please send an email with examples of your work; photos of urban areas and the waterfront are a plus. We’ll also need to know what you would charge for a "day rate" for going out and taking photos to meet our specific needs.

Photo credit, links to your site and price are negotiable. This may be an ongoing or recurring need.

Rich Brooks
J. Jonah Jameson