This is the second in a series of occasional posts about small business owners in my community who embody the idea of being a “Linchpin” as defined by Seth Godin in his book, Linchpin.

I’m fortunate enough to live near the Atlantic coast, which means one thing: fresh fish from Gloucester. I’m even more fortunate that I can purchase my fish from a fishmonger. (Ok, yes! I love it that I can use the word “fishmonger” in a blog post. )

Family-owned and operated by the brother and sister team of Jennifer Donahue and Mark Donahue, Donahue’s Fish Market was started by Jennifer and Mark’s father in 1970 when he began selling seafood from the back of a truck.

What I love about Jennifer and Mark — and their employees — is that they take the time to talk to you. In the years I’ve been purchasing my fish from them, I’ve learned the differences between wild and farm-raised salmon, how much fish to serve per person, how to cook fish and the government regulations regarding commercial fishing.

Technology replaces local knowledge
Just a few weeks ago, Mark spent about 15 minutes explaining to me how he now buys fish. In the old days, a fishmonger relied on his knowledge of the environment, weather, the local fishing industry and the individual fishermen when it came to buying fish. Mark said, for example, that you knew when the boats were going out and that if a boat were out for too long the fish might not be as fresh.

Now, however, technology has replaced the “old ways.” To purchase fish, Mark and others “bid” on lots of fish via an online lottery — which means he drives to Gloucester with a laptop. He has no idea who caught the fish or what the fish look like. He also has no idea who he’s bidding against — but the bidding does include the “big boy” supermarkets, which drives up the cost of fish.

And, because you can now buy your fish at a supermarket, people don’t want the inconvenience of making a separate stop at an establishment like Donahue’s. They also don’t know the difference between fresh fish and supermarket fish. (The difference is that supermarket fish is *nasty.*)

Mark said that he sometimes pays more for fish than what he can charge in his shop. He keeps the price as low as he can; to offset the loss, he and Jennifer offer other items. In addition to fish, you can purchase from a limited selection of meats and veges, boxed pasta and rice, coleslaw and other prepared items, and take-out food, such as fish and chips and fish platters.

Donahue’s makes a mean coleslaw
Yes, I pay more for my fish at Donahue’s and yes, I do have to make a separate stop to get it. However, the benefits outweigh these “inconveniences.” One, I get the freshest fish available and two, I’m treated to excellent customer service, which in this day of rudeness run rampant, is worth every penny.

Because they offer other items I’m able to run in on my “rushed” days when I’ve forgotten to take something out of the freezer and buy the components for a complete meal — without having to stand in the long lines at the grocery store.

And, I get the best coleslaw on the planet. I’m serious. I love coleslaw and Donahue’s make the best stuff I’ve ever eaten. I’m addicted to it. When I told Jennifer that one day, she laughed and said, “You’re not the only one.”

Technology has changed how all of us do business — and it’s changed our business relationships. However, what hasn’t gone out of style is old-fashioned customer service and values such as integrity and offering the best of yourself.

Jennifer and Mark are Linchpins because their “art” is providing these things. Be sure and “Like” them on Facebook.

Two weeks ago my Krups coffee grinder bit the dust. I bought it while in college . . . ca. early 1980s. That means I’ve used it, day in and day out, for approximately 28 years.

Once I confirmed that it was truly dead, I immediately made the trek to one of those big box stores to buy a new one, but alas, all they had was a Cuisinart Grind Central(r) Coffee Grinder. Even though I really wanted the Krups, I let myself be sold by one main feature: the Cuisinart can grind enough for 18 cups of coffee!

Except I’ve never had the occasion to make 18 cups of coffee.

But I bought it anyway, because you know, now that I can make all this coffee I can have more friends over to dinner.

It’s an ok coffee grinder, meaning it does its job, but I hate it. It scatters grounds everywhere, it needs constant cleaning and it has too many removable parts. All I really want is a coffee grinder that lets me make my one cup of coffee each day without a lot of trouble and mess.

While cleaning up coffee grounds and mulling over the articles I had just read about social media marketing, I realized that social media hype works the same way. Pick up any publication and you’ll find at least one article on why you and your small business should be using social media.

If you read a lot, you come away feeling anxious because you get the impression that you’re missing out on one giant marketing bonanza: 100 million users on LinkedIn! 500 million on Facebook! 1 billion YouTube views per month!

It’s this anxiety I hear now when prospects call.

Well, here’s the skinny: Just as I don’t need a coffee grinder that makes 18 cups of coffee, if you’re a small business owner or marketer pressed for time (and aren’t we all?), you don’t have to be on every single social media platform nor do you need thousands of “fans” or “followers.” Honest.

If your customers and prospects use Facebook and you yourself love Facebook, then stick with Facebook. If, on the other hand, the bulk of your prospects use LinkedIn but not Twitter and you feel more comfortable on LinkedIn, then make LinkedIn your focus.

Then, work to make connections while creating some solid content on a regular basis. It’s better to go deeper with fewer connections and a couple of white papers or an e-book than it is to constantly post superficial crap to thousands of people who just ignore it.

As for my coffee grinder, I broke down and ordered a new Krups because I miss its simplicity and elegance. The Cuisinart is getting returned.

What’s the ROI of social media? People in B2B ask this question all the time — and rightly so. Spending time on Twitter or Facebook posting things to hundreds or thousands of people you don’t really know does seem like a huge waste of time.

When I need a business product or service recommendation, however, my Twitter network is the first place I turn to — which is what I did last week when I learned that my HP laser printer needed to be replaced.

Within minutes of posting my request for a recommendation, Nathan Dube, aka @DubiousMonk, a salesperson for Expert Laser Services responded.

Nathan and I have been following each other for over a year now (I think we met through @BillyMitchell1). We’ve also connected on LinkedIn. When he initially responded to my request, he had already built social trust with me. In addition, he genuinely wanted to help me versus sell me something. This genuineness came through in the questions he asked to help me determine which printer I needed to buy.

Long story short, Nathan and I connected via email and in short order, he sold me a refurbished printer — one that suits my needs and my budget.

Here is what Nathan did right:

He asked me questions — Rather than “hard sell” me, he asked what I needed and why did I need it.

He gave me alternatives — Sure, he could have sold me a fancy new printer, but I don’t need one. The bulk of my printing is black and white printouts of all the stuff I write (I write a TON of stuff) so that I can proofread it. I don’t need anything fancy. I just need something that works.

He offered to meet me! — Since Nathan’s company is in southern MA and I’m in NH, he offered to ship the printer, but after checking with his manager, said he could meet me half way. Since I had a meeting in MA on Monday, this worked.

Too often companies go for the quick sale. Companies send out bulk emails that sell, sell, sell. Clueless people on Twitter push out impersonal direct messages or respond to requests with a hard-sell, one-size-fits-all approach.

The thing that these people / companies don’t “get” with social media is that when you follow someone (or a brand), you get to know that person over time through tweets, re-tweets, the content they publish and how they interact with others. You may not interact on a daily basis with everyone, but you do get to “know” people. You know who the “good” people are and who you can ignore.

Because Nathan gets it, he made his first direct sale via Twitter. Thanks, Nathan! It was a pleasure meeting you and learning more about you. Loved lunch, too!

I’m swamped and need help. I’m looking for someone who will help me on an ongoing basis with tasks associated with B2B (business-to-business) copywriting and marketing — everything from research and proofreading to editing / writing and social media.

Ideally, I want someone who will be my trusted assistant and who will free me up a bit to focus more on big picture ideas and strategy.

This is a “contract” or “freelance” position, meaning you won’t be an employee of DH Communications, Inc. The amount of work will fluctuate depending on my work flow. Should we work together, you’ll have to sign non-compete and non-disclosure agreements.

Your Qualifications:
– At least two years of B2B copywriting / marketing experience.
– Excellent proofreading and solid writing skills.
– Track record of meeting deadlines.
– Social media presence and understanding of how social media works.
– Great sense of humor; easy to work with.

If this sounds interesting to you, please do the following:

Send me a two-page PDF that includes:

• 100 word bio about yourself
• Your email and phone number
• Links to your Website / blog and social media profiles
• Your hourly rate
• Three client references
• Links to three B2B copywriting samples. In 50 words or less, describe each project and what you helped the client achieve.

Send the PDF to info@dhcommunications.com with “Copywriting Assistant” in the subject line by Friday, May 13, 2011, Noon.