In his books and presentations, Generation Why expert Eric Chester speaks of how impatient this young, emerging workforce tends to be. As a father of three, I certainly know this to be true. But I think that most of us exhibit these tendencies as well as we too are a victim of the new abundance and conveniences that life provides in the 21st century,

It’s amazing how things have changes in just one generation. No longer do we need to visit the neighborhood multiplex or even go the video rental store – our movies are on-demand. Hot food comes pre-packaged and is only a drive through or a microwave oven away. Shopping is 24 hours a day and everything you could ever want is available online with only a click and a credit card. Library research, so common a short few years ago has been rendered obsolete by the internet and phone calls are anytime, anywhere. When was the last time you searched for change to use a payphone?

The down-side is that when we don’t have immediate connection to our office, our loved ones and the things we want to buy, we get frustrated. We’ve come to expect immediate access and anything short of it leaves us angry, impatient and searching for alternatives.

Your customers, clients and prospects are no different. They want what they want, and they want it now. Good things no longer come to those who wait. That’s a dial-up mentality in a high-speed world. And while I don’t claim to be some brilliant prognosticator or highly-touted futurist, I am simply reminding those in business that customers are looking for solutions, products, services and information, and they expect immediate access. Consumers want all their choices, and information about their choices to be on-demand.

The best way for all small businesses to be on-demand is through their web-based resources. No longer is it sufficient to merely have a “web-presence.” On-line brochures are so last-century. The tired admonition that your website must be “entertaining” no longer holds true. Contrary to what high-priced web designers want you to believe, people don’t want to be entertained by flash intros, pulsating music and animated icons.

This may be painful to hear, but even though you spent thousand of dollars on your flashy mini animated movie as an intro to your website, it’s time to throw it away. Nobody is watching it anyway. Intros are always skipped, and uninvited music merely annoys your customers. The same holds true for your ultra creative, edgy homepage with its astounding graphics and one-of-a-kind menu system. Dump it! It’s form over function and it’s hurting your business.

Your new website must be clean, attractive, contemporary and astonishingly easy to navigate. If your customers can’t find what they want quickly, like your television at home, your on-line competition is only a click away.

Some things to consider when re-evaluating your website and online resources:
 Do your visitors know who you are, what you do and who you do it for – in the first five seconds? (Don’t make them read your long text – they won’t.)
 Do you make your prospects call you or visit your location to get prices, information or answers? (they won’t)
 Do you spend money printing and mailing brochures and other promotional materials or are they just a click away?
 If you have a video promo, can people watch it online?
 Can those who are ready to buy, buy from you now…and I mean right now?
 Are you writing letters to your prospects, articles, tip sheets, white papers, market analysis, Blogs, etc. Remember: The broad distribution of your expertise markets your business 24-7, 365.
 Are you capturing information from those interested prospects so that you may reach them with future offers, products, etc.

You can’t personally be available 24 hours a day – but your business must be. No matter the nature of your business, keep the light on, the doors open and your messages flashing in big neon letters – online and on-demand.

David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com.

I got a call from a client the other day who was very excited that she had gotten herself booked for an interview on Channel 8. “Channel 8?” I asked. “You mean the community access station?” Indeed it was true. What may surprise my faithful readers is that I said, “Great!”

I told her that many of the smaller public broadcasting or cable community access stations are what I like to call, “Might See TV.” Because you might see it go by as you flip channels looking for something to watch.

The greatest example of good Might See TV was painter Bob Ross. No matter how many times I flipped by, I would invariably flip back to stare – mesmerized by his ability to effortlessly create “happy little trees” and “whatever else lives in your world.”

Unfortunately, most small station appearances fail to garner any real audience. This doesn’t mean that they hold no value for the person being featured. Appearances such as these, while never the heart of a good media relations campaign, can be valuable in a three distinct ways.

1. Practice, practice, practice. Anytime you can have practice responding to, and interacting with a reporter, or interview host is valuable. Hone your message. Watch your physical habits and practice displaying passion and urgency. Nobody’s watching anyway, so be comfortable and experiment.

2. New video footage. I always remind my speaker and consulting clients to record and videotape everything. How many times have we “rocked” on stage only to find that there is no record of our…uh,…rocking. Use TV appearances such as this to get a great new clip for your demo video.

3. You never know who’s watching. That it. You never know. From prospective clients or customers needing help, to meeting planners, investors, potential partners or even Hollywood agents, you never know who’s out there. So get out there.

The same advice holds true for small community newspapers or online-zines. If someone wants to talk to you for insight or expertise, be clear of their angle and audience and then talk until your green in the wallet.

To paraphrase a well-known maxim: There are no small promotional opportunities – just small promoters!

David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com.