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Five Ways Coffee Shops Can Earn Entre-Commuters’ Ongoing Business

So I’m sitting in a Starbucks in Orlando right now, thinking I need a military firing range to get some peace and quiet to get some work done. I’m on a working vacation this week and have tried several different local coffee shops and this Starbucks, but I haven’t had great luck.

Compared to even the mediocre coffee shops in Indianapolis, I realized not every coffee shop gives a crap about their customers, let alone the returning ones. If I lived here in Orlando, I can imagine I would be on a months-long quest to find a decent coffee shop where I would want to spend several hours at a time. I thought I had a winner with one — gorgeous decor, nice ambience, and it was quiet — but the wifi was nonexistent (something about Macs not being able to interface properly with their router). I turned to a Starbucks as a last resort, but was bombarded with the same Starbucks experience: too loud, snail-slow wifi, and bitter coffee.

My good friend and fellow entre-commuter, Kelly (r), at my favorite coffee shop, Hubbard & Cravens.

Entre-commuters (telecommuting entrepreneurs) often work from coffee shops for their meeting, turning a small two-top table into a desk for the day. And the good ones pay for the privilege, spending office rent money on coffee instead. For those of us who entre-commute even a few times a week, finding a good coffee shop can mean days, weeks, and months of rabid loyalty, which can turn into hundreds of dollars a month, and a few thousand in a year, from a single customer. Returning and loyal customers are often the lifeblood of many small independent coffee shops.

Here are five ways coffee shops can earn ongoing business from entre-commuters.

  1. Turn down the damn music! Most Starbucks blast their music at concert-level volumes. I’ve got my earbuds on in this one, and it’s still painfully loud. The music should be the backdrop to the coffee shop experience, and not the reason we’re here. It’s not a freaking concert. For entre-commuters who want to have meetings in coffee shops, they don’t want to do it where they have to shout to be heard.
  2. Have wifi system accessible by all operating systems. I occasionally run into coffee shops whose routers can’t handle Macs. “Something about the Mac’s security codes don’t quite line up with the router,” say the baristas. Many of the entre-commuters I see have Macs. While it’s not an even 50/50 split, there are enough freelancers and small business owners who use Macs that you’re alienating a big part of your audience by not giving them access.
  3. Have a wifi system that doesn’t choke when more than three people are on it. Most wifi systems can handle more than a few people, but if your system gets hung up when more than four users are online, you need more bandwidth. Otherwise, you’ll only ever have more than a few users in your store. The wifi system at my favorite coffee shop doesn’t start bogging down until 12 or so people are on it, and even then, it only gets slow. It doesn’t stop.
  4. Have a meeting room or place where people can get a little privacy. The coolest meeting room setup I ever saw was at a Starbucks in Louisville. It was a refurbished community bank, and they kept the two meeting rooms. They set up a program where people could reserve the room for $50. They would then receive a $30 coffee card to share with their guests. Another Indianapolis coffee shop, South Bend Chocolate Company, has a meeting room they just share for free, on a first come, first serve basis. Both places are regular stops for businesspeople who need a casual meeting place.
  5. Have a lot of power plugs for laptops. If people don’t have a place to power up, they won’t hang out. The good coffee shops have a power plug every few feet. The bad ones make 20 people share one plug. With some basic rewiring, or even creative use of some power strips, they can give laptop users a place to plug in and recharge while they get work done. I know a lot of people who avoid certain coffee shops because they don’t have any public plugs.

While some coffee shops may want to avoid the entre-commuter crowd, they aren’t looking at the big picture. A good entre-commuter should spend around $4 every couple hours, dropping $8 – $10 in 4 – 5 hours. These regulars are worth $50 per week, $2500 per year. Having a group of regulars who are each responsible for $2,500 a year should be the goal of the owner of any decent coffee shop.

To be fair, entre-commuters also need to learn to be respectful of the coffee shop owners who need to turn tables in order to turn a profit. Spend enough money to justify your taking up the table for several hours, or go get an office. Practice good entre-commuter etiquette.

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I Love My Square: Why Verifone Acted Shamefully

A couple of months ago, I was introduced to the Square credit card app for iPhone and Android, and immediately started using it to sell copies of my book, Branding Yourself.

It’s been a real life saver. There have been a number of times I’ve been at a seminar or talk, and someone wanted to buy the book, but didn’t have the cash. For a 2.75% fee (collected from my price, not added to the customer’s), I was able to accept that person’s credit card just by swiping it on the free card reader from @Square.

I’ve been meaning to write this post for some time now, but felt the urgency after the manner in which Verifone shamefully attacked Square’s security.

Verifone, a competitor of Square’s, called the security of Square’s credit card reader and encryption into question. They did it by writing an app that would allow people to steal someone’s credit card information — assuming you handed your credit card to someone you didn’t know and they had this app.

Verifone wrote the app, published an open letter to Square and its users, calling on the company to recall the reader, and then sent a copy of the hack app to the four major credit cards. They also sent the app to JP Morgan Chase, Square’s credit card processor, in an attempt to cripple Square’s business. Oh, and they also made a copy of the app available for any thief who steals a credit card, thus enabling thieves everywhere to take full advantage of the flaw they pointed out. And they very helpfully uploaded a YouTube video that showed thieves how they can use the app to steal from people. (You can read all of this at sq-skim.com. I’m not linking to it, because they don’t deserve the SEO juice.)

Android has an unencrypted camera that can be used to steal photos of credit card numbers.

(I’m reminded of the record companies who argued that Napster and other peer-to-peer networks enabled people to steal music. They sued the bejeezus out of Napster and got them shut down. Can Square do the same thing to Verifone now?)

Verifone’s actions are some of the slimiest I have seen in the business world in years. This is typical of the behavior I would expect from Karl Rove during an election, or some guy telling me he’s the son of a deposed Nigerian prince, not a business that wants me to trust them with my money. Maybe I’m naive, but I tend to see the good in everyone until proved otherwise. Verifone just proved otherwise.

From Verifone’s open letter: (B)ecause anyone can get their hands on these Square readers, anyone can masquerade as a legitimate business or vendor and swipe your payment card. Your card data is then instantly and illegally captured in the smartphone, un-encrypted – and voila, you’re a fraud victim.

Consumers who hand over their plastic to merchants using Square devices are unwittingly putting themselves in danger.

Do you know what else is unsecure about credit card transactions? Everything. Verifone isn’t pointing out anything new.

Here are some other ways you could steal someone’s credit card numbers.

  • Take a photo of it with your cell phone camera.
  • Memorize it.
  • Write it down.
  • Steal someone’s wallet.
  • Trick someone into handing it to you.

Credit cards are unsecure. Hell, your data isn’t even encrypted on that magnetic strip, so it’s not like Square’s reader is even a problem. Any thief with a pen and a scrap of paper is a security threat.

Here’s the thing: If you’re worried about someone stealing your credit card number with a Square app, don’t hand your credit card to people you don’t know or trust. The same is true if a business uses a Verifone credit card system. This also includes waiters and waittresses who work in restaurants that already use Verifone’s credit card processing, store clerks that already use Verifone’s credit card processing, or calling catalog 800 numbers that use Verifone’s credit card processing. All of these places can have people who steal your credit card information with one of the methods I just listed, despite Verifone’s secure encryption.

Sharpie makes an unencrypted pen that can be used to write stolen credit card numbers on a piece of paper THAT YOU CAN BUY ANYWHERE!

The “problem” Verifone pointed out lies more in the fact that people could trick you, not because Square’s reader — or your credit card — is not encrypted. You run the same danger of being ripped off by a thief who gets a job as a waiter or by having your wallet or purse stolen. Yet Verifone doesn’t tell you that. No, they only attack a company who’s a serious threat to their profit margins.

What Verifone did is shameful, sleazy, and unethical. I decided a long time ago that I would never do business by bashing the competition. It didn’t matter whether they had horrible products or were nasty, immoral people. I would make comparisons between products, but I would never denigrate or embarrass a competitor. And I certainly wouldn’t do it in so grandiose and public a manner.

If Verifone can call on Square to recall their reader, then I’m calling on Verifone to remove their theft-enabling app and video showing people how to steal. I also think if people have their credit card information stolen by a Verifone app, they should sue Verifone immediately, forcing them to make restitution to the victims.

While I believe that every consumer has a right to credit card security and safety, and that Square should solve this problem (if it is indeed their problem, and not the credit card issuers who send out unencrypted credit cards), I think Verifone did more to harm their reputation than they did to hurt Square’s. That, and they just made it easier for thieves to steal. So, you know, thanks for that.

Square can fix a security flaw, but no amount of coding can unsleaze Verifone. I can guarantee that my company will never become a Verifone customer. I simply can’t trust them.

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A Social Media Strategy for Non-Marquee Sports & Athletes

I’ve had the pleasure of getting to know Dan Clarke (@speedydanclarke), an Indy Lights racer from England who lives in Indianapolis, and learning about his struggles this off-season. He’s looking for corporate sponsors so he can race in the upcoming season.

Dan Clarke at Carb Day 2010

If you don’t know what Indy Lights racing is, then you’re starting to see Dan’s problem. Indy Lights is the developmental racing league for IndyCar — Indianapolis 500 — racing. In a sport with fewer US fans than the NHL, he’s in the minor leagues.

Think of your favorite baseball team. Can you name its AAA minor league affiliate? Can you name their players? Do you know who their best hitter was last year, or their best pitcher?

Now you understand Dan’s problem. He’s looking for sponsors for a sport outside the big three — NFL, NBA, MLB — trying to convince them that the developmental league is a great place for them to be seen.

This is where social media can help. A personal branding campaign, even for athletes, can help build their brand, find new fans, and hopefully, bring in the big sponsors. It doesn’t matter if you’re an IndyLights driver, a minor league baseball player, or even the veteran right guard for the New Orleans Saints. If people don’t know who you are, they’re not going to care, and you’re going to have a tough time getting them to notice you. But by doing some basic personal branding, you can use that network to bring in new opportunities that contribute to your total success.

Start with Twitter

Twitter is one of the easiest places to start. This is where you can immediately see your fan base (# of followers), interact with them, and even measure the impact you’re having. Turn followers into fans, turn fans into evangelists. And as more people follow you, demonstrate to potential sponsors that you carry a lot of weight with your network.

Most athletes ignore their fan base on Twitter, choosing instead to communicate with each other publicly about private issues. For example, most IndyCar drivers have only a few thousand followers and only follow a few dozen people. Helio Castroneves, one of the most famous drivers in the world today, only has 31,000 followers, Ryan Briscoe has 8,600+, and Penske Racing (“one of the most successful teams in sports history with 330 race wins”) has 9,900 followers. To put that in perspective, I have 7,200 followers, I write blogs for a living, and the last thing I won was “Best Comedy Script” in a theater script competition in 2005.

If you don’t follow people, they won’t follow you. When you’re in a small-market sport, you can’t afford to be picky about who you follow. If you’re worried about privacy, don’t tweet your personal life. If you’re worried about managing a large Twitter network, get TweetDeck and use Twitter lists. But don’t make yourself seem unapproachable. Twitter is the one place you can interact with fans and still keep them at arm’s length.

Tip: Use Klout or Twitalyzer to measure the influence you have. Show sponsors that a positive word from you can influence buying behavior among your fans.

Create a blog

The blog is really the hub of your personal branding campaign. The point of being on those networks is to drive traffic to your blog; the point of your blog is to get people to join you on the other networks.

Your personal branding campaign is a wheel, with the blog at the center.

A blog is a place where you can share a behind-the-scenes look at what you’re doing. Share your exploits on and off the field/court/track, post photos, post videos, and tell stories. Fans love feeling like they’re connecting with their favorite athlete and learning stuff the casual observer or fair-weather fan doesn’t know. This is why celebrity news is so popular. People get to learn something about their favorite stars. But since small-market athletes don’t get the rave coverage that the Peyton Mannings and LeBron James of the world, you have to make your own news.

Blogs are becoming more important and popular among the PR crowd, especially crisis communicators, because they avoid the whole filter of mainstream media. For athletes, this avoids the filter of the sports media, which only gives a scant amount of attention to your sport anyway, and even then, only to the victories of the marquee stars and screwups of everyone else.

Tip: Use Google Analytics or Yahoo Analytics to measure web traffic. Demonstrate to sponsors that you 1) can get traffic to your blog, and 2) can send that traffic to sponsors’ websites.

Social Media PR

Adopt a strategy of sharing with other bloggers in your sport. Even though I’m not a big open wheel racing blogger (I’ll get to blog from the media center of the Indy 500 for the 3rd year running, but won’t be going to any other races), I can name at least five other race bloggers who all have a decent readership. And they’ll gladly share some digital ink with anyone from the sport who will talk to them.

So, talk to them. Tell them stories, give them exclusive news, and grant interviews. In short, treat them like real journalists, and they’ll pay you back with space, exposure, and kindness. Let a few bloggers break the news about your new team, your plans for the year, or even your struggles. They’ll become your fans, and tell their fans all about you, which will make them your fans too.

I’ve been listening to Wall Street Journal sports writer Stefan Fatsis‘ book, A Few Seconds of Panic (affiliate link), about his weeks spent in training camp with the Denver Broncos as a kicker. While I have never been a Denver Bronco’s fan, Fatsis’ look at the danger and drudgery of training camp and football has me looking at the Broncos in a whole new way, and I may have to cheer for them a few times this year (something I would never have done until this week). Can you find bloggers to do that for you? What about bloggers outside the sport? When less than 1% of the country knows who you are or what you do, non-industry bloggers are a rich, untapped vein. (Just don’t blanket every blogger out there. You’ll be labeled a PR spammer.)

Tip: Let other bloggers tell your story. If they make it compelling enough, they’ll win your fans for you. If you connect solidly with 10 bloggers and they each have 1,000 readers, you’ll reach 10,000 people. Now, compare that to the effort you would need to put out to reach 10,000 people yourself.

Build a Facebook Brand Page

You may already have a Facebook page, but that should be kept private. Try not to connect with your fans on your personal Facebook profile, since that’s where you’re also connecting with family and friends. Instead, create a Brand Page, and connect with people there.

However, it’s crucial that you actually use this page regularly; don’t ignore it. Promote your blog posts there. Post status updates when you publish your tweets (but don’t feed your Twitter stream into Facebook; it’s annoying. Just rewrite them to be more Facebook friendly.)

Tip: Republish your videos and photos to your Facebook page too. Ask your fans to share them with your friends. It’s a well-known adage in social media circles that we consumers trust recommendations by our friends. Let your fans evangelize to their friends about you.

There are a whole lot of other strategies I could recommend — posting videos to YouTube and photos to Picasa/Flickr — but that’s for another post. Use these strategies as a place to start and start building your personal branding campaign as a way to get sponsors, build name recognition among fans, and add new fans.

Do you have any strategy suggestions? Anything you’ve done as an athlete, or anything you wish an athlete would do? Share your wisdom in the comments section and let’s learn from each other.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy.

Photo credit: Just_Bryan (Flickr)

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Who Owns Your Freelance Copyright? Not You

If you’re a freelance writer, graphic designer, or even a web designer, you don’t own the work you just did for a client.

As a ghost blogger and author, I have to keep different pieces of copyright information straight, and understand what I’m selling or giving away when I write something for a client or for me. As a published writer, I learned very early on about the different forms of copyright for the pieces I wrote. As a ghost writer, I also learned I don’t own a single character of what I write for a client.

Coffee shops are filled with freelancers and entre-commuters. That's @JasonFalls in the black shirt. (No, the one on the left.)

This is often a point of contention between freelancers and small businesses, and their clients, when a relationship goes south. Graphic designers demand the return of their illustrations, web designers lock owners out of their website, and writers, well, fire off very well-written angry letters “impetrating the former habitué to refrain from using their discourse” (demanding the former client quit using their words — hey, we’re word nerds. What do you expect?).

The problem is, the creator of the work no longer has the rights to the work. If the client has paid you, then they own it, not you. You can’t even ask for it.

That’s because you just performed a work-for-hire service. Basically, that means you acted as an employee of the client, and performed a job function, namely, creating a logo, writing a blog post, or building a website.

If you had been hired as a full-time employee of the client’s and done that work, your employer would own all rights to your work, and could do anything they wanted with it — reproduce it, sell it, stamp it on scented soaps, whatever.

Work-for-hire works the same way: you were hired to perform a piece of work, just like an employee. And when you’re done, that means the client owns that piece, and can do anything they want with it, which means you can’t ask for it back when you and the client are pissed at each other.

Of Course, The Client Has To Pay You First

In our ghost blogging work, we also include a clause in our contract that the client does not own the work we create until they have paid us in full. This allows us to withhold future work until we’re paid, although we have never tried to reclaim work when clients slow pay.

And that’s the one problem for creative freelancers. It’s hard to reclaim creative work when a client hasn’t paid. Web designers have a little more leverage, especially if they also have access to the client’s server.

So What Can You Do?

Unfortunately, there’s not much you can do when it comes to relinquishing your ownership. That’s one of those things you need to resign yourself to if you’re going to lead the life of a freelancer (although the Professional Artists League believes that work-for-hire is unethical and evil).

However, it also means you need to follow a few basic practices if you want to protect yourself in the future:

  • Don’t flesh out your own ideas or use your own creations in a client’s work. If you’re developing a new process or idea, or you have a new animated character, don’t put it in a client’s project. They own that idea from then on, and you can actually be sued for stealing your own idea later on.
  • If the client provides you with equipment, like a new computer, never work on your own stuff while using their equipment. The argument can be made that since you created something with their property, they own it. And while you could probably argue against it, chances are you don’t have the money to test that theory in court.
  • Whenever possible, try to include a revenue-sharing agreement in your contract. While this is harder when you’re doing small-time projects, if you’re a big-shot consultant, and you’re only being paid a small amount to come up with some huge revenue-generating ideas, ask to share some of the profits. It won’t always work, but it’s always worth asking. Who knows, you may get lucky and come up with a process that makes the client millions.

Do you have any work-for-hire suggestions for new freelancers? Any success stories or horror stories about a work-for-hire project? Let us hear from you in the comments.

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Are You a Social Media Private, Captain, or General?

I’ve noticed that most social media books are written at one of three levels:

  • 30,000 foot view — The General
  • 15,000 foot view — The Captain
  • Ground level — The Private

Books at the ground level, that is, the Private’s level, are how-to books. They detail the step by step process you need to follow to execute a strategy. Follow those steps, and you will have done the right thing. Write a weekly blog post using these 12 steps. Add 1,000 people to your Facebook business page by using this tool. Feed your blog post into Twitter with this plugin. They touch on strategies, but they’re mostly just books on execution.

Books at the 15,000 foot level — the Captain’s level — are the strategy books. They show you how to create the plan to give to your Privates, with some statistics to back it up. They tell you to blog, because 77% of American Internet users read blogs. They tell you to use Twitter, because 150 million people are on Twitter. They tell you to use Facebook because Facebook has 600 million users. They may touch on the why, and they may cover a little execution, but they’re by and large books on the what and when of social media

30,000 foot level books — the General’s level — are the why books. They tell you to use social media, because social media is more popular than porn, or because more people use social media than any other form of entertainment out there, including television. They tell you why you need social media, maybe even tell you what you can accomplish with it, but they’re short on strategy, and they never, ever discuss processes.

A General’s book explains why you should “Take that hill,”

A Captain’s book shows you how to “Take that hill by outsmarting your enemy.”

A Private’s book explains every step you need to “Take that hill in 30 days.”

I’ve been thinking about this a lot, because I’m trying to decide the next stage of my development. I’ve spent so much time on the ground, telling other people how to do processes, and that’s working well. Those blog posts are some of the most successful I’ve written. Those talks are some of the most well-attended at any conference. But, just like the army, there are thousands of us.

I like creating strategies better. I like being the Captain. I’ve created enough marketing strategies over the last 18 years, because I get the most enjoyment out of it. Of course, with an army of two here at Pro Blog Service, I’m also the Private, carrying out the strategy I just created.

But I hate being a General. I don’t have the patience or world view to tell people how to see the big picture. I can’t even see it that clearly myself a lot of the time. I know enough to explain to a client why we need to take that hill, but once that’s done, and they’re convinced, I can’t add any more value, unless I can put on my Captain’s bars and create the strategy.

However, it’s the Generals who are seeing a lot of the success in this industry. A lot of luminaries in the business world are Generals. A lot of rock stars are Captains, but they don’t get the glory. Or the keynote speeches. Or make the New York Times Best-sellers list.

But I also know myself enough to know that I’d much rather give up that stuff if it meant liking what I do. Still, I’m wondering if I can create a new niche for myself. Maybe I can be a Major, or even a Colonel. I can tell people why they need a strategy, and then I can create it. Sort of the 22,500 foot view. I don’t want to hang out out 30,000 feet above the earth, and I’m tired of slogging in the mud.

So who are some good Majors to pay attention to? Who are some of the business leaders I should be watching, and what books should I be reading? What have you been reading lately, and why should I read it too? Leave a comment, and let me know.

My own book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link) — a true Captain’s book, if there is one — is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy, another Captain, who’s been eyeing a Generalship lately.

Photo credit: Virginia Guard Public Affairs (Flickr)

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Four Ways to Use Twitter as a Lead Generation Tool

Have you gotten any sales leads from Twitter? Have you ever found any opportunities, whether personally or professionally, from the micro-blogging network?

While some of the social media purists might still gnash their teeth and pound their laptops from the safety of their moms’ basements, anyone who wants to see Twitter (and other social media tools) succeed needs to show their bosses that it can generate business. If you’re in sales or marketing, here are four ways you can use Twitter as a lead generation tool.

1) Connect With People in Your Industry.

Twitter is a great way to easily get connected with people in your industry. Use tools like Twellow (for Twitter Yellow Pages) to find people in your industry, and search.twitter.com to find people talking about your industry keywords. Also try Googling a title and/or company with the words “on Twitter” in the search. So, look for VP of Creative Services on Twitter or Professional Blog Service on Twitter, and see what pops up.

If you’re a TweetDeck user or use Twitter lists, save your industry contacts into their own list, and communicate with them. By keeping them in their own list, you’re more easily able to see what they’re talking about.

2) Build Relationships.

The newbie mistake that many new Twitter marketers use is to treat Twitter like an advertising channel. That is one thing you absolutely cannot do. People don’t want you to sell to them.

Instead, establish relationships. Have conversations with them, retweet them, introduce people, share articles, ask them questions. If they’re local people, or you have a chance to attend industry conferences, connect with them in person. Meet for lunch or coffee, and create that all-important offline relationship. Then, you’re a person, not a handle. You have a face, not an avatar. By creating those relationships, you become someone they’ll trust, especially if they ever need what it is that you do.

But never, ever try to sell anything. Do that in phone calls and meetings, when the time is right, not when they start following you.

3) Establish Your Expertise.

When people have a problem, make sure they know you’re the one to solve it. Answer questions, share information, refer useful articles to them. If you write a blog (you do write a blog, don’t you?), share the useful posts with them. Ask them to comment, and leave thoughtful comments on their blog.

If you’re trying to reach people in your industry, write about topics related to that industry, especially if you can make them useful to the problems your Twitter network is having. For example, if you own a Mac repair shop, and you know a bunch of Mac-owning public speakers, and you know a lot of them are having problems dealing with the new Keynote 09 (which, irritatingly, ruined a bunch of my past slide decks. Thank God for backups), you could write a couple blog posts about how to solve that problem.

Then, forward the article on to them via Twitter or DM. They’ll see that you know your stuff (as well as theirs), and they’re more likely to call you for that problem that can’t be fixed with a few keystrokes, or explosive cursing and an external hard drive.

4) Direct or Facilitate the Conversation.

If you create the subject people are talking about, or steer people to the place where they can find answers, you are helping people figure out they may need your product or service in the first place.

The best example I can give is Apple computers. Before 2001, no one knew they needed a portable MP3 player. No one knew they needed a way to play music on anything besides a portable CD player. No one knew they needed a way to create or listen to podcasts, or that they could even learn through radio shows of random length and scheduling. Once Apple introduced the iPod, people realized they needed this device, and the industry changed.

By directing or facilitating the conversation, you can help people see the pain point they never knew they had, and they will look to you for solutions.

How do you use Twitter as a lead generation tool? Do you even do that, or do you think it’s just wrong and that people shouldn’t do it? Leave a comment, and let us hear from you.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy.