Thursday, September 11, 2014

5 Tips to Get Your Small Business on TV

Media attention is a great, free way to promote your business. But, the average small business owner has too much on his or her plate to constantly worry about the marketing and promotion of their company.

This week, I attended an event by Katrina Cravy, from Fox 6 News in Milwaukee where she spoke about some great insider secrets to getting your business noticed by the media, based on her 20 years in the television and news media business.

H.A.V.E. what it takes to create a great TV segment.
Use the H.A.V.E. acronym to help your business get noticed by popular, local TV stations:

H: Hook – give the station a good reason why you should be on the show. Think outside the box about how your product or service relates to what’s trending right now in the news, or what’s seasonal and timely.
A: Audience Benefit – show the station how your message will benefit their viewers. It has to be a win-win for you and the media. Think about how the information or products you have will benefit them. The audience loves when you teach them something, save them time or money, or make them safer. Keep in mind most news stations’ target audience is women 25-54 years old. How can you help that demographic?
V: Visual – Show them something cool. Videos, products, or product demonstrations are great ways to get the attention of the media and convince them what you have to offer will be good for their audience as well.
E: Engaging – You must be engaging, energetic, and entertaining. No one wants to watch someone who is boring, monotone and uninteresting.

Start watching the local news channels that you want to be on.
This will help you get a better idea of what news stations are currently doing and how the shows are formatted. For example, many news programs begins with the hard news, or the headlines, and later in the show, they have interviews and segments. Watching these will help you know how to focus your media pitch.

Call the station at least 3 weeks before you want to do the segment.
News stations usually book everything 3 weeks out. It’s important to have a plan and be prepared – not just hoping you can get on the news within one day. Although, Katrina Cravy does recommend calling the news station even if it is a last minute pitch, because plans can fall through and last minute openings are possible.

Know who to speak with.
Ask to speak to the assignment desk at your local TV station and have them get you the contact information of the Producer or Executive Producer. Then, get their full name, email and phone number. They are the ones who make the decisions, plan the show layout, and have the final say on edits to the program.

Communicate effectively.
If you pitch your segment over the phone, view it as a pre-interview. You are being judged. What you say and how you say it will be taken into consideration. Then, be sure to send a great follow-up email including a short, concise, attention-grabbing subject line. Be sure to also include the what, when, where, why and any visuals you want to focus on.

Remember, news stations get hundreds of pitches every week, so your message must stand out from the crowd. You will only have 2-4 minutes in a segment to get your message across so be genuine and straight to the point.

Katrina Cravy will be hosting another seminar on “How to Get Your Business on TV” in Milwaukee on Thursday, October 23, from 6 – 7:30 PM. You can click here for more information or to register.

For more BBB business tips, be sure to follow us on Twitter @WisconsinBBB and check out our business blog at

Written By: Julie Kosobucki, Marketing, Communications and Social Media Coordinator at BBB Serving Wisconsin

Thursday, September 4, 2014

Use Holidays & National Observances to Get More Customers

We’re all looking for a hook to get more visibility for our business. Here’s one way that’s pretty cheap and easy: Try jumping on a bandwagon!

Every day, there’s something new to celebrate – literally. For example, in September, we can celebrate National Linguine Day on September 15, National Guacamole Day on September 16, and, my personal favorite, National Lazy Mom’s Day, on the first Friday in September. I’m sure it’s no coincidence that Lazy Mom’s Day occurs shortly after the first day of school.

In case you think I’m making up these holidays, simply search for “national observances” online and you can find many different reference sites. I used  Whether you think these national observances are corny or not, the recognition that they can bring to your company and its products or services is real.

Just ask Krispy Kreme, which celebrates National Doughnut Day on the first Friday in June. In 2014, Krispy Kreme gave away a free doughnut to anyone who walked in their doors. Even though there were no strings attached, you can bet that the company’s sales jumped that day. After all, how many people can only eat one Krispy Kreme doughnut?

Not only did the promotion bring thousands of customers to Krispy Kreme stores, it garnered a lot of attention in the media, who are always looking for local tie-ins to a national story. Imagine the value of having the media run a story featuring your products, your store location – or better yet – hundreds of people lined up outside your location waiting for their chance to eat one of your products.

Will you be introducing a new product or service soon? Look for a national observance that ties in nicely with the product, and pitch the idea to your local media. Or, use the holiday to draw more fans to your social media accounts. Offer a coupon to anyone who “likes” your Facebook page that day.

If it’s a trending topic on Twitter, jump into the conversation by tweeting something about your company and add the topic’s hashtag. For example, today is National Hot and Spicy Food Day, according to a trending topic on Twitter. Here’s an example of one tweet from @TillenFarms: “Happy #NationalHotAndSpicyFoodDay! How are you celebrating? We are by using our veggies for a bloody mary with a kick!”

The idea is that any Twitter user who is following #NationalHotAndSpicyFoodDay will see your tweet and be curious enough about your company to click through to your Twitter page, become a “follower” and, eventually, a customer.

So, hurry up and catch that bandwagon and, by the way, Happy “Love Your Local BBB Day” (which IS a holiday that I just made up)!

Written By: Susan Bach, NE Regional Director at BBB Serving Wisconsin

Tuesday, August 26, 2014

Protecting Your Online Reputation

Rapidly developing tech trends have made it increasingly more important for business owners to maintain a presence online. From engaging with customers on Facebook to rewarding your most loyal patrons with specials on Foursquare; your online reputation can often make or break your business. Engaging with customers online requires the same calculated planning execution as every other part of managing your business. Corporations often hire communications firms often look at case studies and develop strategies for crisis management, but it can be somewhat expensive and is often not an option for small business. 

 Here are some tips for managing the online presence for your small business:

  1. Planning- It is very important to have very clear goals for engagement with your customers.  Look over your mission statement and make sure all media messages fall in line with it. Remember to always have the customer in mind when present on any social media outlet!
  2. Use listening tools- Most major social media outlets have made it very easy to monitor what your customers are saying online. This is a critical part of protecting your online reputation because it gives you the opportunity to address comments and concerns before they are no longer relevant. It can also helps you identify the most valuable parts of your brand for each potential customer. If you are opening a bakery in a new neighborhood, it might be beneficial to know that the local food blogger is gluten-free before you send her a dozen of your new triple chocolate cupcakes.
  3. Engage with all feedback (even the negative stuff)- taking control of your online reputation means highlighting the positive comments and reviews, and taking responsibility for every negative experience a customer may have with your business. This can be a daunting task, but there are ways to make resolving these kinds of issues without it being a major blow to your reputation. Working ahead of time to have a few prepared responses can be a tremendous help to engaging with customers in a timely manner.
What suggestions do you have to protect your small business online?

This original blog post, written by BBB Serving MA, ME, RI, & VT, can be found here.

Thursday, August 21, 2014

Small Biz Talk: Pros vs. Cons of Accepting Credit Cards

Advances in technology have made the the use of credit and debit cards even more important when it comes to small business commerce. If you are considering accepting credit or debit cards as a form of payment for your business, it is important to take a real look at the pros and cons first:


  • Debit and credit cards have quickly become the main form of payment. Behavioral studies have shown that consumers are more likely to spend at your establishment because of the convenience of not having to carry cash. 
  • It is also convenient for the business owner to accept card payment. Data from these purchases can be used as an effective accounting/inventory tool with the right software rather than having to record each transaction by hand.


  • Despite the laws and security measures put in place to protect business owners, card payments can come with an increased risk of fraud. Scammers that manage to get over on business owners can leave them responsible for all the loss of revenue. 
  • Accepting card payment will also result in small processing fees for your business. If your business accepts card payments for small purchases it could result in more fees than it is worth.

So, What Should You Do?

Small businesses accepting credit and debit cards as a form of payment that have a huge number of transactions can definitely benefit from this expansion. This decision will initially cost your business money and take a little more time for business operations but the payoff is definitely worth it!

What suggestions do you have for owners accepting card payments? 

Blog post repurposed from BBB Serving Boston. Click here to view the original blog post.

Monday, August 18, 2014

Business Directory Scammers - They Don’t ALL Get Away with It

For years, the Better Business Bureau (BBB) has been warning businesses about yellow page directory scammers. You know the type; they send you an invoice for a directory listing they claimed you ordered, but never did. When you resist, they claim to have an audio recording of someone at your company agreeing to the listing. Actually, they have proof that the answer was “yes”, although we don’t really know what the question was.

If you don’t pay, they threaten to send you to collections. Unfortunately, fearing a black mark on their credit reports, some small businesses, churches, nonprofits and local government agencies paid, and were bilked out of millions of dollars, according to the Federal Trade Commission.

The bad news is that it’s difficult to stop these scammers, mostly because they operate outside of the United States. The good news, however, is that the FTC – along with help from the Royal Canadian Mounted Police – just shut down three of these scam companies that were based in Montreal. It may be the tip of the iceberg, but it’s definitely a good start.

The best way to protect your company from these directory scams is to:

  1. Educate employees about the scam
  2. Set up systems to weed out bogus bills
  3. Use free BBB resources and to check out questionable companies
  4. Report the scams and file a complaint with the FTC at, so that law enforcers can stay ahead of the curve.

For more information about this recent FTC action, click here. 

Wednesday, August 13, 2014

How to Hire a Collection Agency

At BBB, we’re often warning consumers to be wary of overly aggressive, disreputable collection agencies. There’s a reason for that – debt collection agencies are one of the most complained about industries to the BBB. In fact, in 2013, the BBB received almost 21,000 complaints against debt collectors – 334 were from Wisconsinites.

But, we shouldn’t reserve our warnings just for consumers. Businesses need to be wary of hiring disreputable collection agencies, too. After all, a bad debt collector can do some serious damage to your company’s reputation. Your collection agency should represent your organization in a responsible and professional manner, and provide a satisfactory rate of recovery while maintaining your public image. 

Here are four tips to hiring a reputable collection agency:

Do your research
Of course, you’ll want to check out the company with the BBB. A company that’s accredited by the BBB has a track record of being a reputable company and abides by our Code of Business Practices. Also, the collection agency should be experienced in your specific industry.

Verify the Agency’s Legitimacy
Collection agencies are required to be licensed by Wisconsin’s Department of Financial Institutions. Make sure the ones you want to hire are bonded, licensed and adhere to the rules of the Fair Debt Collection Practices Act. They should also be properly insured, in case the debtor sues. You want to make sure that you won’t be held liable for hiring the agency.

Ask about the collection process
If you hire a collection agency, its training and collection procedures should be an open book. How will your customers be contacted, how often, and in what manner? Will the company provide you with regular reports on its activity?  Does the company screen and perform background checks on potential new employees?

Compare Fees and Costs

Make sure the company’s fee structure is clear and in writing. Is it a flat fee or a percentage of what it collects? Are there any other fees or related costs?

Thursday, August 7, 2014

Common Business Scams

Better Business Bureau® (BBB) hears regularly from businesses about various scams. 
BBB reminds businesses to protect themselves by learning what to look out for.  Often, it’s only a matter of identifying suspicious situations and asking the right questions.
Some common business scams include:
Phony invoices.  Businesses receive fake invoices demanding payment for product or services never ordered or received.  Sometimes, phony invoices are disguised as solicitations.  Often, if you look closely, you’ll see fine print that identifies the bill as an actual solicitation for business.  Generally, the amount is small enough to not initially raise a red flag. 

Office supply scams.  Businesses may receive an unexpected telephone call first.  Sometimes an advance call is made to find out what brand of supplies or equipment the business uses.  On the return call, the caller claims to represent a reputable company with which the firm often does business.  The caller may state that surplus merchandise is available at a reduced price due to a cancellation or over-order by another purchaser.  Don’t be fooled.

Directory Scams.  A problem that has plagued businesses for decades involves deceptive sales for directories.  Commonly, the scammer will call the business claiming they want to update the company’s information for an online directory or the scammer might erroneously state he is with the Yellow Pages.  The business is later billed hundreds of dollars for listing services they didn’t agree to or for ads they thought would be displayed in the Yellow Pages telephone book.

Stolen identity.  Here, scammers pretend to be a legitimate company for the purposes of ripping off consumers.  When it comes to stolen identity, the company doesn’t necessarily lose money, but their reputation is potentially tarnished as angry customers who were ripped off by the scammers think the real company is responsible.  They may set up a fake website and “hijack” your company address.

Business opportunities.  Many small business owners are approached to invest in other business opportunities.  Promoters may even claim that the venture will increase customer traffic flow into the current business or that little effort is required to collect high profits.  Before jumping into business collaboration, make sure you know the value of the product and its true costs.  Always make sure to check out the business at

Charity pitches.  Most businesses are regularly asked to donate funds to needy causes, from requests to support the neighborhood’s latest fundraising project to appeals for sizeable charitable contributions.  While many requests are legitimate, every year small businesses become victims of fraudulent or deceptive charitable solicitation schemes.  Make sure to check out the charity at

Coupon books.  Small business operators are often approached to participate in coupon book promotions.  The business offers discounts or extras in the coupon books that are sold by promoters to consumers.  Problems occur if the promoters change the terms of the coupons to make them more attractive to buyers, when the books are oversold or when books are primarily distributed outside the firm’s normal business area. Make sure the coupon book is being promoted by someone you trust, and that the terms and conditions are clearly spelled out.

Fax back scams.   Businesses will receive an unsolicited fax, usually offering a great deal on a product or a trip.  They often require that you send a fax back or call a toll-free number.  Be careful.  The high costs when you reply are often not disclosed, and you can be charged several dollars if you fax back.

Overpayment scams.  Be extremely cautious if a customer overpays using a check or credit card and then asks you to wire transfer extra money back to them or to a third party.

BBB offers these tips to help small businesses protect themselves:
  • Keep good records.  Keep documentation of all orders and purchases. This will help you to detect bogus accounts and invoices.
  • Never provide personal information or financial details to anyone over the phone that you don’t know.
  • Make sure that the business billing you is a business you are familiar with and normally do business with.  If not, question it.  Get the name of the person you speak with, the company name, address, phone and website. 
  • Do not give out information about your business to anyone, unless you know what the information will be used for.
  • If solicited for a product, service or donation, always ask for an offer or for further information in writing.  Also, ask for references, so you may verify with other businesses what their experience is and how long they’ve been doing business with the soliciting company.
  • Set clear procedures for the verification, payment and management of all accounts and invoices. Limit the number of employees that are authorized to place orders or pay invoices.
  • Install computer protection software and a firewall.
  • Don’t click on links inside unsolicited e-mails.  They could spread malicious software or viruses.
  • Check a company on  If you feel you have been scammed, report the scam or file a complaint.  Let others in your industry know of the scheme you’ve come across.  
For the latest tips, alerts and scams follow BBB on Facebook and Twitter.