The day that old morning sun rises in the west
And they pass a law in L.A. banning artificial breasts
When cars can run on water, gasoline and oil ain't worth jack
Right then, that's when
I'll take you back

It's like music
To hear you bawling
Waa, waa, waa, waa, waa

                                                                Brad Paisley

Ok, I'll admit it.  I'm a complete friggin' idiot.  I should have bought Kleenex stock 2 years ago (along with, Viagra, Cialis, Cymbalta, and oceanic spill containment systems); and the entire fleet of Tiger Woods "How I Play Golf" DVD's.  Whoda' thunk it.  Hmm.  I should call Bret Michaels and see what he would do.

I'm ticked off.  (Big Surprise)

They're seems (is) to be quite a bit of whining and crying going on today.  I finally figured out why they call it "Baby Boomers". 

One "could" assume that tears are absolutely and relentlessly gushing due to lost revenue, stricter government control, mandates, operating costs, lack of qualified drivers, insurance costs, Hours of Service, EPA regulations, EOBR's, etc.  "I got rid of my Safety Director because I thought I could handle it myself, my daughter is pregnant and my kid needs braces" syndrome is a disease and everyone is looking for a magic pill.  Thank You Viagra!!!

The Instant Excuse Ball: Now Available in Stores Everywhere:

Just shake it and watch a good excuse appear, no straining of your brain required.  Buy em' for your whole "team".

The reality is, the majority (80%) aren't crying anymore over their businesses suffering from their own inequities AND laziness.  They've experienced their own "epiphany", where it's "just OK" that their business sucks, because, well, it sucks for a lot of other people...so it's just OK (Social Proof is an amazing concept).  What are they crying about?  The Biggest Loser.  The Next American Idol Winner.  The Final Episode of Lost.  Crying for the Next Survivor???   I'm lost.

Not much else to say.  A mentor of mine once told me, "Johnny, the only difference between wealthy, successful business owners and those struggling is the size of their TV's.  Successful people build libraries, while the majority buys the biggest and latest TV's."  Take a look around you.  It might be time to find new friends.  Don't worry.  You'll be ok.  Trust me.

I will say this - pretty much any person, young or old, male or female (whether she's been with Tiger Woods or not) gets in life whatever he or she (or You) accepts.  Sit down, this may hurt.  If you run a trucking company today and it sucks, and you're whining about it,  it's your own damn fault.  Get over it, or move the hell out of the way.  You can stand still today and "wait for things to happen".  Surprisingly, there's no regulation against it.  You "could" also, maybe, possibly...DO s.o.m.e.t.h.i.n.g.

Those defying the path of the majority, are (have been) reaping the rewards of "pack separation" and true, gritty, balls-to-the-wall entrepreneurism.  Kick Ass and Take Names (for some this is genetic). They (and I) discourage acceptance by the majority, anything less than "crushing the competition", and of course the almighty "Victim Status" (also available in serum bottles in Stores Everywhere).

Unstoppable companies are surrounded by an "insiders circle" of ruthless and status-defying individuals that truly "get it".  Everyone "get's it".  It's about the Mindset (yep, that's some deep stuff).  Not the company.  Not the titles.  Not even management (most boardrooms are the cause of failure).  They accept nothing sloppy.  Demand the best from everyone.  Do things fast and do them right.  Did I say Fast?

Ignorance is disappointing.  The Biggest, Baddest, Ugliest problems in business faces today are the easiest to fix.  They're completely obvious, which is why most business owners "can't finger em' out".  It only takes one person (that "gets it") to decide if it's OK to fix them.

But WAIT!  Before you run off to shut off Oprah (and apologize to yourself) remember this.  The people in the trucking industry today, the ones that are truly "crushing it" while still enjoying life, on their own terms...are you ready for this?  It's a Secret, so don't tell anyone.  They actually W.O.R.K.  They literally do something that is called "rolling up their sleeves".  Seriously. You should try it.  It's actually pretty fun. 

It takes sweat equity today.  There's no such thing as Easy Money.  Opportunities are plentiful.  The field has been leveled.  Market differentiation is a golden nugget.  CSA 2010 is nothing less than a BIG ASS, Wide Open opportunity to exploit your Strengths.  If you have any...

What Are You Waiting For?  No, Really?

There are good reasons why some companies are able to implement profitable programs, whether they're related to customer service, sales and marketing, safety, operations, maintenance or any other facet affecting their company's profit margin. Likewise, there are reasons why some companies' programs fail. A program could be designed incorrectly or it doesn't quite fit the purpose. But, most often, the problem is a lack of sufficient support, a program integrity problem or improper administration. Regardless of its purpose, carrying out a program to a successful result requires the identical steps and support. If administered correctly, and supported by everyone, it can be a money-maker.

"ACTIVE" vs. "PASSIVE" Support (and why you need to know this)

Non-support of a program can, and usually does cause failure, regardless of whether it's inadvertent or purposeful. There are many subtle ways that programs have been sabotaged. Some people might think it's harmless to make a seemingly subtle, yet negative statement or gesture about the program. Facial expressions and any number of other "subtle" references or indications that a program is frivolous or foolish can sabotage a program. We've all seen it or heard it and we fully understand it; a wince, a sneer, a scoffing snicker at the most opportune time. Despite attempts to be "subtle", these reflections on a program can do much harm, particularly if directed at anyone who doesn't understand the entire program and its merits and is unwilling to speak up in support when this occurs.

Some people use these techniques to "dodge bullets" or escape blame if the program goes awry. That's because they know how and they practice it: they never say or do anything except just enough to get by. You know them. They will criticize an idea but seldom, if ever, offer an alternative. Ultimately, if allowed to continue, these people will negatively affect a company's bottom line profit. And it doesn't matter what their job is within the company.

Adopt an "Active Support" Policy

If someone in your company appears to be "riding the fence", this person is not "actively" supporting the program, is not effective in his/her job and is affecting those around them. This "fence rider" must become effective in their job function, as soon as possible, and should be assisted through training. If this doesn't happen immediately, your efforts will be sabotaged. Never mind whether it's inadvertent, the result will be exactly the same - sabotage.

How do you get support?

First, involve people from each department in the initial development of the program. Next, distribute the draft to those people who will be involved or affected by the program. Invite comments, so that everyone has the opportunity to offer suggestions for changes, additions, etc. This has a two-fold purpose: 1), you get the benefit of additional ideas for the program and; 2) those involved in this process will likely support it. Then, management must impart the following to everyone within the company;

ACTIVE SUPPORT! Nothing else is acceptable. This is not to say that everyone needs to be an active participant in the administration of the program, but rather to actively show support anytime a topic concerning the program is discussed or surfaces in any conversation or other reference to the program. Passive support, "riding the fence", active non-support or anything else is identifiable and will not be tolerated. In order to effectively and actively support the program, you must fully understand it. Consider creating a short "training" program, expanding upon the information above.

Program Integrity

Whether its purpose is to show your appreciation, to assist your customer service efforts or an operational program for improvement, a solid program must be conducted with the utmost integrity and be fully supported. For example, regarding your safety award program, if you judge an accident as "non-preventable" when most drivers know it's really probably "preventable", your program integrity will be severely compromised. (Follow the rules!) The same holds true for a customer service program, customer relationships, maintenance or any other program.

Incidentally, remember the old adage "birds of a feather flock together". People who like to "do things right" want to be associated with others who share that same integrity. Managers get respect from these fantastic employees by making certain that they are the only ones welcome to join the group and share in the company's successes. That's because these people know they are making a significant contribution and that they are instrumental in the company's success. Recognize these people, sincerely, and assist them at every opportunity. That is a vital part of the "integrity" of any program. Don't wait until an employee or driver "appreciation day" arrives. This should be an everyday approach.

Proper Administration

First: Owners and GM's: Implement only those programs that you fully believe in and you will actively support (including involvement), and, those that contain no inequities.

Supervisors, dispatchers and everyone else in the company: you must support all company programs, or those programs are doomed to failure, which, one way or another will affect your own jobs.  

A failed program can cast doubt on other facets of the operation, which can be very expensive in ways that are difficult to track. On the other hand, failing to implement necessary programs can be far more expensive. Well structured programs are relatively inexpensive and typically pay off liberally.

If you are the Safety Director, Operations Manager or anyone else responsible for developing a program, you need full support from top management on down. Without it, your program doesn't have any chance of success. If you are charged with the responsibility for carrying out a program, first make sure everyone will actively, not passively, support it. And remember, there can be NO "fence riders" - they're either part of the solution or they are part of the problem.

Success today does NOT need to be viewed as overly difficult work. But your efforts must be directed toward those endeavors that are purposeful, fair, equitable and profitable. A company will be judged on those attributes by its customers and its employees, and will obviously reap the associated benefits.

Throw out everything you've heard about CSA 2010 from self-appointed, "professional speculators" because that's exactly what's been flooding our media channels and in-boxes: Speculation, Assumption, and Opinion!

Fact: Whether you like, love it, hate it, don't understand it, don't want to understand it or plan on putting your head in the sand, CSA 2010 is here; in a BIG way...in a GOOD way.

Before: What You Don't Know, You Don't Know.

Now: What You Don't Know Will Hurt You and May Kill Your Business.

One thing hasn't changed though. Once CSA 2010 is implemented, you're still going to be as responsible and held accountable for your company as you ever were. But has this ever been a bad thing? Do we really need to be reminded?

There are (2) types of business owners, "reactive" and "pro-active".

Those clutching desperately to what they have left, waiting to see "how this thing plays out", are already dead, they just don't know it yet.

CSA 2010 is already generating lots of horrific and terrifying "speculation" -- How many people and companies will be adversely affected? How extensive will job losses be in an already shorthanded field? etc.

To those able to look beyond tomorrow, CSA 2010 is a Blessing in Disguise - a New Paradigm for the New Trucker. The old way of doing business with perceptions of safety efforts plagued by "big brother" fears are now grossly overshadowed by a bright, fresh, new systemic way of doing things -- a way they should have been done in the first place (and were by some). This "new way" garners Efficiency, Accountability and Performance. It's straight-forward and results driven.

Ethical, hard-working, quality-focused businesses should find comfort in CSA 2010. The focus, if clarity has indeed been attained, is without doubt about "Pro-Active Implementation and Profitability". To ignore CSA 2010's opportunities for profitability is naïve and the businesses that do, WILL suffer. It will make room for rapid growth among a percentage of savvy, "pro-active" and growth-hungry company owners.

Taking advantage of CSA 2010 is as Easy as 1, 2, 3

There are options for getting an edge over your competition and not viewing CSA 2010 as another "compliance woe is me", but rather a new, and time-deserving business strategy that, when implemented efficiently and rapidly, should produce increased levels of safety and rapid profitability in multiple streams of direly needed revenue.

3 Steps to a Proactive CSA 2010 Implementation Strategy

1. Update Your MCS-150 Form
2. Check Your Inspections & Crash Reports at http://ai.fmcsa.dot.gov
3. Visit the Official CSA 2010 website at http://csa2010.fmcsa.dot.gov
4. Be Pro-Active in analyzing (consistently) all 3 steps above.

#####

In addition to the above steps, you can also access free updates on our thoughts on CSA 2010 by going to www.professionalsafetyconsulting.com and signing up for our eNewsletter. You can also follow us on Facebook and Twitter for the latest NEWS and TIPS.

In addition to our newsletter, we're also putting together an educational conference: Trucking Info Summit 2010. For more information, visit http://www.thetruckinginfosummit.com.

NOTE: BTTV Subscribers who register before December 31st receive a Special VIP Discount and Promotion Code. For further information on this offer, please contact me at my above email address.

Since my last blog, I took my own advice and went hunting, both figuratively, and literally. I bagged a deer, couple of pheasants, a quail, missed a duck and two geese and picked up some new customers. Also launched and started receiving registrations for The Trucking InfoSummit 2010.

In that time, Thanksgiving also rolled around, and I also lost a very close cousin (Jason) who was at the ripe age of 33 with 4 kids. It's a profound thing when we allow business (work) to consume our lives to the extent that when we lose an important part of our life, everything comes to a screeching halt and we put things into an entirely different perspective, dramatically different, and very quickly. It's then I realized, how many of us really live like this, with this perspective, all of the time? This mindset that is so laser-beam focused, it see's no failure. Not everyone experiences it. I wish they would but then we would have no critics. They would call it "hype" or being "irrational". I'm sure they're right. They seem to be most of the time.

If you put what's important first, really first, then work backwards, completely immune to criticism, speed limits, and defying status quo, working like your life completely depended on it; if you did this all the time, to the majority, you'd be "predictably irrational". I've learned to garner this term. It should be posted above a doorway, something you can slap on the way out, just like Rudy did. "Whatever it takes".

Here's a tip. Surround yourself with reminders of what you're working for. It sounds simple, but I bet I've just stumped quite a few folks. Don't worry, no one is looking over your shoulder or lurking in on your thoughts. Be real with yourself. What are you really working for? Is it family? Is it a spouse? Is it for your kids and/or grandkids? Put those images around you, remind yourself not to be distracted from why you're doing what you're doing. Time waits for no one. And when we're gone, we're gone. Nothing profound about that, eh?>

Be irrational. What the hell is wrong with that? Since when is it cool to be another average company (victim) complaining about some aching economy. Now that's it completely tanked, it's looked upon "distastefully" to nipping on the heels of success or defying status quo. There's a lot of professional spectators out there today with professional speculations. You roll with the majority, and you'll roll with the majority's results Expectations have plummeted. Opportunity prevails.

Don’t underestimate the power that other people’s thoughts and actions have over you. If you're surrounded by 5 negative people, chances are, you're going to be #6. They influence you in many ways. If you find yourself following the herd, or having a difficult time making intentional decisions, maybe it’s time to find new friends, join new groups, and spend more time working on what YOU really want – not what others around you want you to want. Be a kid. It's cool.

If something smells like crap, it usually is.

As we’re reluctantly racing into another (grueling for many) Holiday Season, which year after year has an uncanny way of weeding out the sickest and most desperate businesses, something additionally profound takes place. In the midst of dodging the ghouls and goblins that October graciously brings, for those that skirted through unscathed, brings upon the frightful post era of incoherent turkey day feasting followed by a fresh and hearty “New Year!”; for more than none, another year of the same, or for more this year than ever, much, much less. Err, that’s bleak. No, it’s true and real. Always has been and always will be. This disturbingly represents a significant percentage of our industry (“industry” is a scandalous scapegoat for personal failure). What’s more disheartening is that it’s by choice, not circumstance; because it’s about the results, not the objective. Many people are offended by this truism. It’s cyclic. It’s a good thing.

Out of the chaos and noise, far from the big city, in a land far, far, away is a lurking and elusive creature that draws about 80% of us “close” to its secret hiding place; about 15% do “OK” and 5% of us really, truly find it. Not by happenstance as the 20% that never went might say. We all come for different reasons and motives. And, we all bring a different weapon of choice. The hunt can be strategically planned out, through thoughtful planning and implementation; or it can be a “sit and wait”, “let’s see what happens” session. Strategic Hunters, those that continually invest in themselves, use the best equipment, latest tactics, and find (intentionally and deliberately) the Right Spot, without fail, win BIG every time, without fail.

Profitability (prosperity) in the trucking “industry” is an elusive creature. It’s the Ultimate Big Game Hunt. All hunters yearn for the trophy on the wall and cash flow that will crush any competitor and allow for investment in fulfilling lives and memories. What do the successful hunters have in common? A lot of hunters have great weapons, might even have great strategies, and may even be lucky enough to “get close” to The Spot; but they just don’t make it. They don’t have laser beam focus, speed to action, persistent patience and unassailable determination.

They also have bigger TV’s than they do libraries.

Equity is in the relationship. Investment in knowledge creates sustainability. Taking a different road in, with someone “mastering” the hunt vs. “dabbling”, defying the status quo may be a risk (not for the entrepreneurial spirited); albeit calculated, tactful, and more rewarding, more frequently, than any other way.

Happy Hunting.

So I’ve been burning the midnight oil on the road now for about 4 weeks, from San Diego to Baltimore and a whole lot of places in-between: consulting, coaching and mostly spending productive (exhausting) time with Mastermind Groups. I had the great opportunity to meet with two-time World Champion George Foreman last week (note my left uppercut), who is not only a champion fighter, but what most don’t know, one seriously bad-ass entrepreneur that won’t back down from anything he believes will help someone in a very good way; against all odds. He hit my note and the timing was impeccable. I’ve been working diligently on (fighting for) an idea I’ve had for awhile now, that my clients, colleagues, followers, friends and ambassadors have been begging for. What was stopping me? Me.

George said, "Where's The Fighter"? More than ever, we all need to ask ourselves this. Escalating fuel prices, insurance costs, flat rates (at best), zombie employees, and a whole lot of fatigue have got a lot of folks licking their wounds with no motivation or direction that will let a shimmer of light in. George is a testament to stopping, taking two steps back, gaining clarity and then launching back in furiously, with fire in your belly, swinging with everything you got - and a little more - with no other thought than your gonna win this damn thing.

I'm pumped. I'm launching.

While waiting for my return flight, a curious new acquaintance, who coincidentally is working for a large southern-based fleet asked me, "Where's The Freight"?

Seriously, WTF?

Let's quickly breakdown the 3 Social Media Platforms you should be actively engaged in right now, and then I will teach you how to integrate them and spend as little time possible creating large hoards of friends, so you can tend to the party and reap the benefits of being "the host with the most".

1. Twitter-Keep this one basic. It's FREE. Try to register your real name. Such as www.twitter.com/johnnyschrunk (yes, you can follow me). No one wants to be friends with a "secret code name", number, acronym, etc. It's like an email address. No one cares what kind of car you drive, or your birthday or nickname or favorite pet. Be transparent. Be easy to find. Be you. This is essentially a 140 character limit instant messaging platform that allows you to make large quantities of friends and share valuable information. It's extremely "viral", making it a powerful marketing tool for your business. For those already registered, learn to love the "retweet" function. Save good articles you find and share them; if you find articles of value to you, which you received from a friend, share those as well. Twitter is a great resource for accumulating resources in mass quantities. You will see questions answered in seconds. HINT: You can "search" for people and/or an industry and go "follow" them. Not a lot will follow you back at first. Become trusted by providing good valuable, ready-to-use information, and you'll soon have people following you in your sleep. How's that for creepy cool?

2. Facebook-I will delve into advanced social media soon, however right now, understand that the concept behind Facebook is what you make it. For me, it's not personal, it's business. Using Facebook for marketing your business is on the brink of exploding. If you have a Facebook page now, I would suggest starting a "fan page" for your business. If you don't have one, start both right away. You have to have a personal page to start a fan page. There are many perks to doing so, such as building a customer list without using email, gaining in-depth information you don't need to ask for, and of course the opportunity to build trust and integrity with very little effort. Your contact is wider reaching, never ending, and you CAN'T stop it from GROWING. This is the big "aha" moment for sales professionals. This is a powerful marketing and sales tool that cannot be ignored. Facebook is the largest social media platform, but Twitter is gaining at lightning speed. Use them both.

The important thing to understand is that none of these social websites are going to be beneficial marketing strategies if used alone. They can and should be integrated. Free applications such as "Involver" can do this for you. Just do it, or better yet, have someone else do it for you.

3. LinkedIn-Until recently, LinkedIn was moving at a slow pace, albeit it's probably the most widely used social media within the trucking industry today which is why it would be a wise decision to jump on board now and get going. It's perceived to be more "business oriented" and has limited capabilities for creating mass contacts. It is most beneficial when used in conjunction with the above media platforms; because it allows you to exploit your business in ways other media cannot. Many folks set it up and then don't check it for extended periods of time. It ends up being a small rolodex, which is ultimately useless. LinkedIn, if understood, can be an invaluable recruiting, sales and marketing tool. Extremely invaluable. There are groups you can join and network within specific niches you wouldn't normally have access to. Like Facebook and Twitter, I will dig deeper into the power of actively using LinkedIn to boost bottom line profits in the near future. Until then, get connected and learn the basics. Understand the concept and then outsource it. You need not spend more than 20-30 minutes a day total, if you're doing it by yourself. It's the best 20-30 minutes per day you're spending working "ON" your business. Just stay at it.

There are many other media platforms that provide robust strategies for progressing your trucking business and we'll discuss those in the future. These 3 social media platforms if used in conjunction, actively, will not only provide positive exposure your business would not normally receive, but also boost your company's SEO rank, build a pre-qualified customer base and strengthen overall communication with customers, drivers, dispatchers and most importantly, your spouse!

If you're working your tail off, working on your business, implementing new blogging and website techniques, using social media for sales and marketing, and just flat out working smarter than ever, you won't be surprised with my last statement. You "get it". For those still struggling with the economy woes, those intent on "waiting out the storm", and those unfortunate ones that remain "victims", thinking things are going to "turn around" or that we're in a recovery, you're probably, eventually, and most certainly, going to stand up and take notice. Just don't be late for the party or you might miss the best part.

In my next blog I'm going to jam some gears a bit and reveal some secret strategies for "How to Please Your Drivers and Spouse at The Same Time".

First, let me say that I've come to the conclusion that apparently, common sense is not that common. We tend to make things A LOT harder on ourselves than they need to be. We worry (first) about "how can I do this", "how will I have time to do this", "is this new stuff really worth the time investment"...blah, blah, blah. This industry is still vintage in many facets. Technology is changing so rapidly that it's literally putting companies out of business overnight. It's worth sitting up and giving one ear to this if you've been skeptical of social media. Your business could eventually depend on "out of the box" strategies that differentiate it from the competition. And if it doesn't depend on it just yet, it's like any new business strategy, it's REQUIRED, regardless of economic conditions.

There is an ever-present aura of fear in business today and what I have learned is that there is zero profit in fear. In order to successfully envision, take action and produce quantifiable results (i.e. boost net profits); the mind has to be conditioned to think "fearlessly". There cannot be any question about "possibility". Do you recall my SPEED + ACTION post? Don't be an "over thinker". I was just as guilty but I am learning (fast), trying and applying. Testing, testing and more testing. I have received great feedback and direct questions from my previous blog entries which led me to this philosophical "right brain" blog introduction; frankly, YOU need to get YOUR head in the game and "find the zone" as quickly as you can; and, get that head trash out that is preventing you from laser-beam focus. Don't wait. Harness the opportunities before they're gone.

Try to think of "social media" in the context of "social", meaning FRIENDS (i.e. relationships). How many parties (work or personal) have you attended in the last couple of months, where someone comes up and starts talking to you immediately about what they do (essentially hard selling) with the distinct gut rotting feeling they are trying to SELL directly to YOU? If you're like me, this pisses you off, right?

What you really prefer when you meet someone is to learn HOW they know who YOU know, who THEY are, and make friendly, fun, relaxing, and sometimes if you're lucky, intellectual conversation. It's not about "prospecting". Skepticism is at an all time high. Besides, you know at some point, when you're standing over by the grill, having a cold beer, someone is inevitably going to ask "Hey, what do you do?"

Now it's OK to tell them "what you do", but be brief. If they're interested, they might ask you for a business card, email address, or phone number. Now you have a warm lead or valuable connection, with a relationship established...and you weren't an a$$hole either! They KNOW, LIKE and TRUST you. The big lesson here is, don't stop "creating valuable relationships". They're the bridge to future opportunities and profit.

In my next blog I'm going to go into more detail on how you can start leveraging three social media platforms: Twitter, Facebook and LinkedIn.

In this blog I'm going to share some "insider secrets" on ways you can start leveraging your own "BLOG" as a way to create market differentiation between yourself and your competitors. Take notes. This is FREE and powerful stuff, that if done right, will pay off BIG.

The blog is probably the biggest thing to hit the online world since the birth of search engines (i.e. Google, Yahoo, etc.) but enough about ancient history. A blog is basically a website with a couple differences. The first and biggest difference is that you have the ability to instantly add or delete information. It's as basic as having a pencil and piece of paper (with eraser). You need NO experience. The second difference is that you can "feed" your blog to other sites, so those sites will automatically be updated with your new information (i.e. your own website, affiliate, sister company, etc.); through RSS feeds (Real Simple Syndication). This is nothing you need to learn, it will do everything for you. Think K.I.S.S. Keep It Simple Stupid. And lastly, your blog allows YOU to communicate with YOUR readers (i.e. prospects, employees, drivers, dispatchers, Safety Director, etc.) by allowing them to post their own comments on your blog (if you choose to allow this).

Remember, YOU don't have to write your blog. Just understand how it works, implement the idea, and delegate it. Let others blog as well. You can also use a digital recorder (I prefer the Olympus DS-40) to record your thoughts and have it dictated; or, use voice recognition software (Dragon) that dictates it for you. Are you running out of excuses yet? If you made it this far, you can do it. All the naïve ones quit reading after the first paragraph.

Starting a blog is as easy as getting a US DOT number. It's THAT easy. There are no excuses today with the likes of Typepad, Blogger (easy to use), and Wordpress (the latter I prefer; slightly more advanced capabilities but still user friendly). Because anyone can START a blog, it's that much more important to put in a real, genuine and consistent effort (remember, some of this CAN be outsourced). The immediate benefits of a well laid out blog with fresh content (HINT: fresh, i.e. once per week) include increased traffic to your website, improved sales through increased SEO (search engine optimization) that you can't get easily to your website through Google, new audiences and niches (think freight and traffic lane diversification), links to other blogs, Facebook (Business Fan Page), Twitter, Youtube and LinkedIn (more on these later).

You can set your blog up in less than 5 minutes by doing two things:

First, establish the reason for creating your blog. Remember, you CAN create more than just one (i.e. separate blogs for separate departments {safety, HR, dispatch, operations, maintenance} which could be used internally or be open to the public). There's value in having multiple blogs for increased exposure, SEO; and again, NO charge.

• Are you trying to drive sales traffic to your existing website?
• Is the blog going to be used for customer service, dispatching, safety training, or HR?

Next step, decide which blogging service you prefer to use. I would prefer one of the three I mentioned above. Decide. BAM! Congrats, you're done creating your first blog.

There is a lot more to blogging, and I could talk for hours as I do with my Mastermind Trucking Groups, but keep it basic right now. Just take action and implement it. Don't wait, or you know you won't get to it. Will you?

Here's My 5 Secret Strategies to Ensure Your First Trucking Blog Remains Successful:

1. Keep it fresh. Don't start a blog unless you can devote a little time to it each week. It doesn't have to be more than 20 minutes per week. If you don't have that, you probably have 20 minutes in your vehicle while singing to yourself, to record some random musings (fun to listen to later), and either download or have your assistant, spouse, kid, etc. type them up for you. HINT: If you're messing around with it, be careful who you have type it up for you.

2. Exploit and promote yourself. Why wouldn't you? Marketing is everything and everything is marketing. Put it OFFLINE as well as online; in magazines, publications, marketing materials, newsletters, business cards, paycheck stuffers, anniversary cards (well), etc. For more advanced users, but still very basic, "ping" your blog through "pingomatic", promote through technorati, blogwise, and blo.gs. OR, (get ready, this is an innovative idea) have someone else do it FOR you!

3. Connect with people. The blog is very "human"; much more so than your website and allows you to communicate and connect with people where your site will not. It's a place to meet people, converse, become friends and colleagues, venture in partnerships, and most importantly, to build trust and integrity. Make it a place that people WANT to come to. A place where they can get good, valuable information that they can immediately put to use in their business.

4. If being you means being controversial, then for goodness sake, jump in with both feet. Being normal is being boring. Differentiate yourself and challenge the systems, industry norms and opinions. It's YOUR blog, be yourself. Business today can be REAL "stuffy". Who wants to be around "stuffy"? Leave something on the table.

5. Make sure your content is GOOD and relevant to your target audience. You're not going to please everyone and you don't need to. Provide valuable information, links to other sites and resources and the good ones will keep coming back. To keep traffic up, it can't just be a relative topic, it must be valuable, informative, ready to use, and yes, even controversial at times (of course within reason).

In my next blog, I'll be delving further into the infinite benefits of "viral social media", how to easily and efficiently "connect the dots between the most important social media platforms" and how to use these techniques to capitalize on the insanely vast amount of marketing opportunities "up for grabs" in our trucking industry today.