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Saturday, September 02, 2006


This week's featured woman entrepreneur or executive is Mary Hunt, former ad agency and business marketing executive turned author.

Mary is re:invention's 40th featured 10 Tips For 10 Million Women Expert! That amounts to 400 success tips for working women available 24/7 in re:invention's toolbox - pass it on!

about Mary Hunt
Mary Hunt writes to encourage social change through better consumer business. After 30 years experience as an ad agency executive, marketer and consumer, she has seen trust erode under the weight of mass marketing and big box stores. In her book, In Women We Trust, Mary looks at the growing movement of women-helping-women, what bonds those friendships and what can business learn from them (and apply). The book takes 9 intangible traits of friendship and translates them into 90 tangible trust points. As companies struggle to find their footing in a mixed media world, it's going to take a lot of trust from both sides of the buyer/seller equation.


Mary's Top 10 Tips.


1. Be a canary of commerce. Women finally have the money, position and "voice" to change how business is conducted. Let the world know when a product, service or working relationship is going well (or not). It only takes a few canaries to get the blogosphere singing a new song and show what you stand for.

2. Trust your gut, and then live it loud. If you dropped out of corporate to start your own business, most likely you did so because that structure didn't work for you. Don't repeat the pattern only this time with you at the top - do it differently, do it better. Trust those feelings that made you leave and create a structure that makes them go away for yourself and all who you employ or sell to.

3. Have "Sincerity of Purpose" in all that you do. You'll be exposed a thousand different ways on the web, especially if you have a blog. Know your message and internalize it for good cyber karma - remember, what goes around, stays around.

4. Go for asymmetrical balance. Think equitable, not equal. An equitable relationship is built on recognizing each other's gifts, and equal one has everyone constantly sizing up the pieces. Asymmetrical balance is more in tune with how women relate to one another.

5. Give yourself a trust point check up. Encourage your customers tell you what they trust about you, your product or your service. Ask them tell you what they trust about other companies product, service or sales force and ask them what they don't trust as well. They might be more honest giving negative attributes about someone else and you'll learn the same lesson.

6. Look for tangible ways to express the intangible trust points your customers just gave you. "We trust you because you always answer the phone." Translation: add more people to the phone, increase its hours of operation and increase the training in customer service.

7. How's your reciprocal currency rate? B.P. (Before Power, through economics or position) women had to rely on trusted relationships to get anything done. Be sensitive to women's more giving nature. Don't give services away; just be more open to the "give" and less to the "take." If the rate of exchange is one sided in either direction, you don't have a trusted friendship that can help sustain repeat business or word-of-mouth recommendations.

8. Activate your customer's voice. They came to you for inspiration, direction, and context on top of the product or service. Encourage them talk as much as they want to about how they are going to use your offering in their life. Help them express themselves. It's not a tactic to close a sale, it's being civilized and certainly friendlier.

9. Collect friends, mentors and customers who "get" what it is to be female-friendly and slide by those who aren't there yet. You don't have time to fight the gender wars, let it go and do what works for you and yours. There are plenty of women (and men) in already your group who appreciate the new direction.

10. Give back to yourself, your employees and to the world. The very act of giving sets off an internal recognition that you have enough - enough time, enough money and enough energy. Working from a "point of advantage" puts life in perspective and makes you less greedy. You become the kind of person or business that others trust and want to hang around.


Contact Information

Mary Hunt
Author and Former Ad Agency Executive
www.inwomenwetrust.com
email: mary@inwomenwetrust.com


Many appreciations to Mary for her wise words.



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