This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 8th March 2013. The original show notes (beware of outdated information): We've talked a lot on the podcast about how putting the emphasis on your customers and clients is a cornerstone of being attractive as a business. Chris Brogan highlights the perspective of "You" (the customer) rather than "Me" (the business) in marketing. We buy into that. You probably do too if you're a regular listener of the podcast. In this week's episode, Jane and Roger discuss the opposite approach – just talking about yourself. This works well for a large number of businesses, and you'll hear that there are some clear benefits. It makes us wonder whether Chris is wrong. Or is it a case that both approaches work and that you have to find the one that fits best with who you are?

We are in the laboratory, figuring out how to attract more clients who we find irresistible. Our strategy is to grow the Show & Tell newsletter. The laboratory is a series of tactical experiments to achieve that. What have we learned so far?

We are in the laboratory, figuring out how to attract more clients who we find irresistible. Our strategy is to grow the Show & Tell newsletter. The laboratory is a series of tactical experiments to achieve that. Are we building a community? Why does Jono Bacon's latest book about community disappoint Paul? What fuels disappointment?

This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 1st March 2013. The original show notes (beware of outdated information): Change is unsettling. We grow comfortable with things the way they are. When they shift an inch, we feel the movement as if it were a mile. Regular listeners will have noticed changes in the podcast this week. The intro, the tone, the focus. That's a lot to take in. If you've listened to the podcast already, we hope you understand why we've tinkered with the formula. If you haven't yet. Here's a quick overview. While we know Paul will return, we don't know when. All we know is that it will be a while yet. When he does, you'll hear three voices host the podcast – Jane is staying on. With that in mind, it was appropriate to change the intro to include the three of us. The second change is that we are weaning ourselves off Chris Brogan. He was our genesis, our original inspiration, and won't be forgotten, but there are other great thought leaders in business to look at as well. Besides, who can speak in detail better about what Chris Brogan is thinking – us or Chris himself? So, we're broadening our horizons. We don't stray too far in this episode, though. Podcast regular AJ Leon gets a big mention. This week In this week's episode, Roger and Jane look at AJ raised big bucks using Kickstarter to publish a book. Roger tells of Peter Cox, an Irish landscape photographer, who had equal success. You can listen to this week's podcast using the player at the top of the post or download it directly here: Business Jazz – 1st March, 2013. We're also in iTunes. We'd love it if you subscribed or left some feedback. We might be flying the Brogan nest, but please connect with him If you want to hear the amazing things Chris Brogan is saying, you can subscribe to his newsletter on his website. Utterly, totally recommended.

This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 23rd February 2013. The original show notes (beware of outdated information): One of the best things you can do in business is release your grip over your customers and clients – invite them to leave you. This is a healthy move for both sides. For you, it brings a dose of reality. The grip you have on your customers is never as strong as you think it is. Your customers always have alternatives, even if nobody else does what you do or builds what you build. Your client can simply decide to do without your unique product or service. That's a choice too. By inviting people to break the bond with you, you'll remove the weaker links in your client base – the people who weren't that into you to begin with, or who have started to feel less excited by you. What remains is a core of dedicated customers. In this week's episode, Roger and Jane look at an email in which Chris Brogan invites everyone on his mailing list to unsubscribe. During the podcast, Roger does – only to find that the sky didn't collapse in on him.

This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 16th February 2013. The original show notes (beware of outdated information): How easy do you make it for people to buy from you? Do people even know that they can buy from you? And do they know what they can buy from you? In this week's episode, Roger and Jane Boyd look at idea's Chris Brogan has about "touchpoints of opportunity" – places where the customer can interact with you or your business. He uses the metaphor of the sidewalk, the storefront and the back room. Roger and Jane end up talking about the Soup Nazi and AJ Leon.

This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 10th February 2013. The original show notes (beware of outdated information): Have you heard of this really powerful sales tool? Don't sell. At least, don't sell until the buyer is ready – until you have earned the right to sell. Getting to that point takes time. Too often, we jump straight in. Particularly when we are trying to sell ourselves. Instead of getting permission to talk about ourselves, we just do it. There are better ways. In this week's episode, Roger is joined by Jane Boyd again to talk about ways in which to introduce yourself to prospective clients in a way that won't bring down the shutters on you. They try to answer questions raised by Chris Brogan in a recent email newsletter, and give suggestions about how to introduce yourself gently to new people.

This is a rebroadcast of an episode from the second season of BusinessJazz. It first went live on 2nd February 2013. The original show notes (beware of outdated information): Being neighbourly isn't a concept taught at many business schools – or at least, we don't think so. But if your intention is to generate business through your online activities, it is a very important one. Helping others is a great way to build your community. It establishes and deepens relationships. And once the relationship is in place, business will follow – often in very surprising ways. Paul is unavailable for the next couple of weeks, so in this episode Roger is joined by Jane Boyd to discuss an email by Chris Brogan in which he looks at how to be neighbourly online.

This episode is the end. Season 8 has ended. Paul & Roger are heading down into the Laboratory. Testing and invention are important if a business is to survive. That goes for BusinessJazz too. You'll hear: Jo Malone loses her own name. Paul reveals his relationship with her, and admits he is shocked by a revelation. Simon Toon gets in touch. So does SM2N. Roger has never been to Mars. Puma and Louis interfere with the recording. Brad Allen is mentioned. He has an idea about the obligations of decisions. His book is Fried Chicken is Awesome. Paul says all business relationships end. Roger takes his cue and leaves. What is the cost to you when the relationship with a customer ceases? Then Season 8 stops. The last word: "feed". Paul & Roger & Louis & Puma intend to return for Season 9. In the meantime, watch out for escapees from the Laboratory taking up residence in your podcatcher.

This is a rebroadcast of an episode from the first season of BusinessJazz. It first went live on 25th January 2013. The original show notes (beware of outdated information): Selling is a mind game – much of it is psychology. Very often, we experience the bad side of it. Think Glengarry Glen Ross. We've all been on the receiving end of those tactics. It is selling as an adversarial pursuit of of someone else's purse. Nobody, except the vulture-like salesperson, enjoys that experience. Ultimately, it benefits nobody. Not even the salesperson. In the long run, they lose our trust. Trust is the key that unlocks our purses. Without it, the lock stays firmly shut. In this episode Paul and Roger discuss an email by Chris Brogan that starts with a declaration of intent. It intends to promote something that Chris hopes the receiver will buy. However, he advises strongly in the first paragraph that if you don't want to be bothered by a sales pitch, you should set the email aside. He doesn't want to waste your time or impose upon you. He recognizes that the recipient of the email will buy from him when they are good and ready. And when they do, the sales process will be smooth and, importantly, enjoyable. A smooth and enjoyable sales process (or purchasing process, if you look at it from the buyer's side) is one of the things that makes a business genuinely attractive.