A Spiritual Teacher with an Important Business Lesson

A Spiritual Teacher with an Important Business Lesson

This weekend, I will celebrate my first-year anniversary with the man I will marry. Nothing remarkable, on its face. People meet and fall in love every day. But it was remarkable for me, because until I met John, I had a pattern of making bad-for-me choices when it came to men. If there were 99 available men in the room, I'd find and connect with the one who was unavailable.

So what changed? Well, I did. But not on my own. Oh, I did a lot of introspection and self-growth, to be sure - but I also met a man, my spiritual teacher, who helped me recognize my transparent patterns (beliefs and behaviors that were so ingrained, I could not even see them), disengage from them, and allow myself to make new choices.

I met Sunil Ahuja in my Toastmasters club. He is - by any standards - a tiny, soft-spoken man from India with a most unusual occupation: helping people dismantle the beliefs that hold them hostage so that they can make real, lasting changes in their lives. Many coaches claim to do this - Sunil actually has the experience, expertise, and tools to live up to those claims.

That's a nice story, Laura, but what does any of this have to do with my business?

The thing about Sunil is that I saw him, week in and week, out for nearly two years, heard him speak at length about his spiritual development work, shared many lunches with him, celebrated with him at my 40th birthday party - all of that, before I actually understood what he really does. Once I got it, signing up to take his classes and programs was easy - but I couldn't possibly have signed up before I actually understood the real value of what he was offering and how it would impact my life.

Which brings us to you. How well do your prospective clients really understand the value you bring to the table? I will grant you that Sunil's work is more challenging than most to explain - but a two-year client cycle is a long time for any business.

I think there are a number of lessons to take from my experience with Sunil.

1. Know your work inside and out - but be able to explain it in the simplest terms possible. Spirituality and personal development are esoteric fields that often defy explanation by even the most adept writers and marketers - but the old adage is true: When the student is ready, the teacher will appear. 
2. Be ready, able, and willing to describe the benefits of your product or service. This involves understanding the difference between a feature (characteristic) and a benefit (anticipated result). The features of Sunil's service include a nine-day seminar, personally taught by him. The benefits - for me - were a brand new perspective about myself, my family, and my life that allowed me to learn to choose differently. And, fundamentally, the ability to allow myself to meet the right guy.
3. Gather testimonials from satisfied clients - and, where possible, turn them into raving fans. Nothing is more powerful than an enthusiastic, unsolicited endorsement from someone who knows how good you really are.
4. Understand that tenacity pays off. Just because someone doesn't buy from you today doesn't mean that they aren't hearing your words, discerning the benefits you describe, and considering working with you. It simply means that they are not buying from you today. Don't cut yourself off at the knees by writing off might-be clients. Stay with them. Touch base with them regularly - via your newsletter, blog, postcards, phone calls, social media, and best of all, face-to-face interactions.

Is a re-evaluation of your client cycle in order? Where can you tighten it up and perhaps shorten it a bit? How can you re-language your 30-second commercial, Web copy, and blog posts to better explain the benefits clients will receive from working with you?

John and I will be ever-grateful to Sunil. Yes, I did the work that got me to the place where I was able to choose well. But I had a remarkable teacher at my side. I'm glad he stuck with me - and that I eventually heard his message.

This is Day 7 in the 60-Day Content Challenge. See you tomorrow for the next post!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your  questions on any aspect of marketing or the client cycle - to Laura.

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Marketing Mishaps: Becoming Enamored with Cute Colors and Fonts

Marketing Mishaps: Becoming Enamored with Cute Colors and Fonts

Color Combos That Didn't Work

In order for a logo to work, it has to be eye-catching, and people have to be able to READ it. Seems like a no-brainer, right? And yet, sometimes what should be obvious seems not so obvious to certain business owners.

A friend of mine recently showed me this new brand of chocolate bar. She was excited because she thought it had the coolest wrapper. Ornate? Sure. But the first thing I noticed about it was how hard it was to read. The gold leafing on the label did not share enough contrast with the black background. A quick gander at the company's Web site indicated that they've got labels in a number of different colors, and all of the others are easier to read. But this gold-on-black version should really be junked.

Last campaign season, I met the local guy who was running for reelection to the Phoenix City Council. He and some volunteers were going door-to-door, canvassing for his campaign. The problem, again, was with the color combination. Although I could see from up the street that people were carrying clipboards and knocking on doors, it wasn't until he was literally within a few feet that I could read the T-shirts with his logo. White on light blue, and light blue on green simply didn't provide enough contrast to allow for easy reading at a long distance. When I commented on this, he told me they had just changed the colors from bright blue and purple to this more pastel palette because his campaign manager thought the colors were more appealing.

But there's more to marketing than just appealing colors. If you plan to make any sort of a logo or sign that will be displayed at a distance, make sure you check for good visibility before sending the images off to the printer.

Fonts That Fail

How often do you drive down the street and see a commercial vehicle? All the time, right? Usually there's a logo - or at least the name of the business. The smart ones include a phone number and Web site. But have you ever seen a commercial vehicle and wondered what on earth the business or name of the company was?

Unfortunately, it happens a lot. People seem to think creative is better when it comes to fonts, forgetting that readability trumps creativity every time - particularly when the logo  is zooming past you on a busy highway or byway.

Here are some examples of logos that, while creative and even interesting, are nearly impossible to read.

From a design company called Kuld Muna.

From a lumber store called Mason's Lumber Yard.

This logo for a lawn care company combines the best of hard-to-read font with impossibly contrasting colors for a logo that simply fails on all fronts.

As I've said in the past, marketing specialists have many different ideas of what's most important when it comes to reaching your audience. Mine is this: MAKE IT SIMPLE! Creative colors and fonts are good - as long as they do not detract from your prospective client's ability to understand AT A GLANCE who you are and what you do. If your font is too flowery or your colors too low-contrasty, it might be time to rethink your logo.

This is Day 6 in the 60-Day Content Challenge. See you tomorrow for the next post!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your  questions on referrals - or any aspect of marketing - to Laura.

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Passion Is Persuasive

Passion Is Persuasive

It's difficult - if not impossible - to fake enthusiasm. You might be able to masquerade for a short time, but in the long term, if you are not passionate, your true feelings will become evident. There's no place this is more important than in your business. The more you love your work, the more enthusiastic you will be about it, and enthusiasm is infectious. 

Enthusiasm is what gets you out of bed, on fire with desire to greet the day. It gives you the words and emotion to discuss your business with passion. It enables you to put other distractions aside to tackle a client project that goes longer than expected.

The more genuinely enthusiastic you are about your business, the more believable that passion is, whether you're introducing yourself at a networking event or writing copy for your Web site. But with that enthusiasm must come deep knowledge that is potently conveyed. Copyblogger Sean Platt, in a November 2009 post titled The Quentin Tarantino Guide to Creating Killer Content, writes specifically about the importance of passion in your copywriting.

Own Your Story

The more you write about a particular topic or in a specific genre, the tighter your work will naturally become. Your expertise will grow. Better words will come to you, and they’ll show up more quickly.

If you write about widgets, write the hell out of your widget copy.

Loving your widget is a great start, but you also have to know your widget inside out and upside down. You must know every surface, every detail. Knowledge and passion will shine through the copy and accentuate the differences between you and everyone else writing about widgets.

If you want to be a great writer, you’ve got to own the story. Fiction or sales copy, know your story like nobody else and you will write words that no one else can touch.

If you don't have a passion for your business, there's a good chance you're in the wrong business. If your passion has waned over the years, whether because you got busy or you just got complacent, it's in your best interest - and your clients' - to find it again. Why did you start your business in the first place? What did you love about it?

Take some time in the next day or two to do some writing that explores your passion for your work - and then make a commitment to sharing it. On your Web site. In your blog. As a Facebook post. Get passionate, and get talking about your passion. Nothing is as attractive as a business owner who loves what they do.


This is Day 5 in the 60-Day Content Challenge. See you tomorrow for the next post!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your  questions on referrals - or any aspect of marketing - to Laura.
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Marketing Mishaps: Asking for Referrals Before You've Earned Them

Marketing Mishaps: Asking for Referrals Before You've Earned Them

We've all heard the phrase, "People do business with people they know, like, trust, and remember." Why, then, do so many people forget this when it comes to asking for ... or demanding ... referrals?

One of the most significant things about getting referrals is asking for them. Strangely, many people are reluctant to ask their satisfied clients to refer business to them. International sales coach and trainer Connie Kadansky would refer to this as a form of Sales Call Reluctance. But sometimes it goes the other way. People ask for referrals long before they've earned them.

You've probably been to a networking event where people were doing the Businesscard Shuffle. Plunging their card under your nose the moment you step within three feet of them, mumbling as they do so something along the lines of, "Hi.MynameisSallyandI'marealestateagent.Letmeknowifyou knowanyonewhoisbuyingorsellingahouse." You've never met Sally before tonight, don't know the first thing about her, and have absollutely no reason in the world to refer her - paticularly as you already have several qualified REALTORs in your network.

This has happened to me on numerous occasions, and I always walk away from that person shaking my head as I throw their card in the trash. Lately, I've been seeing something similar on the social networking sites. People writing in their INTROS, "Hi, my name is So-and-So. I'm in Such-and-Such business. Please refer people who needs Such-and-Such business to me." No. Wrong. Missing the point, entirely.

You probably wouldn't ask someone to marry you on the first date - so why would you enter into a face-to-face or social networking situation expecting to get a client wthout first creating a relationship? It's completely backwards thinking.

Social networking, just like face-to-face networking, is NOT about getting new clients. At least not directly. Yes, that may be an end result ... but first, there is the introduction. Then the courtship, which blossoms into a relationship. And finally ... maybe ... if the right person is in the right time and space to need you, a business transaction. But if the business transaction is your goal from the start, chances are you may not be seeing as much success as you'd like in your networking endeavors.

Just as in so many other areas of life, the 80/20 rule works well in social networking. Build and strengthen your relationships 80 percent of the time; promote your business 20 percent of the time. Enter conversations. Share links and resources. Provide quality content. Give without expectations (thanks, Joey Sampaga). And stop asking for referrals before you've earned them. Definitely ask for them - just not before you've dated for a while.

This is Day 4 in the 60-Day Content Challenge. See you tomorrow for the next post!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your  questions on referrals - or any aspect of marketing - to Laura.

Stand Out from the Crowd with a Distinct Personal Brand

Stand Out from the Crowd with a Distinct Personal Brand

Whether you are an entrepreneur, job seeker, or candidate for president of your HOA or PTA, you share one commonality: the need to differentiate yourself. In business parlance, this is often referred to as branding. People frequently confuse branding - particularly as it relates to businesses - with logos. While a logo is certainly an aspect of branding, the logo and brand recognition are only a small component of the totality of branding.

Dolly Kennedy is a walking billboard
for the Dolly Steamboat

What branding really means is your public perception. When people think of your business - or of YOU - what's the first thing that comes to mind? It's probably not a logo - but perhaps your tagline or a pesonality trait. Dolly Kennedy - of Dolly Steamboat fame - and self-defense guru Mike Hayashi are Phoenix area businesspeople who have distinct peronal brands. When Dolly walks into any networking event in the Valley clad in her formal Victorian hat, dress, and shoes and says, "Hello, everyone," she immediately receives a robust "Hellllllllloooo, Dolly!" from the crowd. And most people who know Mike will never forget his ubiquitous tagline: A woma's place is in control (accompanied by a nifty martial arts move).

Mike Hayashi, self-defense guru

Why is branding - particularly personal branding - important? Well, how badly do you want to stand out from the 2,000 other people applying for the same job or the 35,000 other REALTORs or financial advisors in your community? A personal brand is a statement about who you are, what you stand for, where your interests lie, and what makes you different.

Ways to Create/Reinforce Your Personal Brand

Résumé - If you don't have one, wrte one - even if you're an entrepreneur and never intend to apply for another job in your life. At some point, you will submit a speaker application, loan application, Who's Whoapplication, and you will nee to list your skills, previous employers, and accomplishments. A résumé is tailor-made for this sort of list.

Personal Statement - Just like the résumé, if you don't have one, write one. This is a one- or two-sentence statement that explains your personal or business vision, mission, and purpose. You must be able to explain to people in a succinct fashion who you are and what you stand for. This is NOT to be mistaken for your 30-second commercial, which everyone should also have prepared. This less about what you DO and more about WHO you are and WHY you do what you do.

Social Media - Most of us are using at least one of the big social networks, and yet the vast majority of people have not fully completed their online profiles. Yes - privacy concerns are real, so be cautious about including your full birthdate and other identifying information - but you will receive a much greater return on your social media investment by providing a full profile.

Thumbnail Picture - Consistency is key in branding, so you might want to think about using the same image across all of your social networks. Seth Godin has some great advice on the Power of a Tiny Picture.

Blog -  Turning to Mr. Godin again, Seth says: "The word blog is irrelevant. What's important is that it is now common - and soon will be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world." This is a loaded statement - and one that impels you to blog if you want to stand out from the field. Blog about your industry, things you want to learn, things that interest you. Whatever the topic - be yourself and represent your brand honestly.

Video - As new and popular as blogging once was, video is the new blogging. Flip cameras are inexpensie and easy to operate, so if possible, create a YouTube channel and start adding video to your personal branding portfolio.

It definitely takes some effort, but creating a believable, reputable brand is essential if you want to be noticed in today's overcrowded fields.

This is Day 3 of my participation in the 60-Day Content Challenge. See you again tomorrow!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your branding and marketing questions to Laura.

Expand Your Horizons - Take a Class!

Expand Your Horizons - Take a Class!

Welding.

Mortgages.

Music.

Landscaping.

Law.

What do these seemingly disparate topics have to do with each other - and, more importantly, what do they have to do with you? All of the above topics are subjects in which you can take classes at your local community college. 

We often hear about how important continuing education is to our success as business owners - but does every class have to pertain to our industry, niche, or business? Absolutely not! 

If you have an interest in a topic outside the purview of your main business, there are lots of benefits in learning more about it. Here are just a few:

• Take some time for yourself. It's easy, as a business owner, to get bogged down in the marketing and managing of your business. But it's very important for your well-being and peace of mind to take some time away from the business to do something that's just for you.
• Expand your knowledge base. When we stop learning, we start dying. Not every book, magazine, or video has to relate to your business. The learning process is good for you - regardless of what you are studying.
• Grow your network. By getting out and meeting new people, you will expand your network - and as we all know, our net worth is most definitely tied to how strong our network is.
• Find useful lessons that DO apply to your business. No matter what sort of extracurricular class you decide to take, there will, no doubt, be lessons in it that you can apply to your business. Maybe learning the best planting schedule for annual flowers will trigger an idea for an annual event for your business. 

Pretty much every community has a community college - and in the event that they don't, there's always the Internet! Why not grab a catalogue and find a class in a subject that interests you? Join with a friend or colleague - or better yet, make a new one. Regardless of the subject, you and your business will find tremendous benefit.

This is my 2nd post in the 60-Day Content Challenge. Look for the next installment tomorrow.

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your marketing or design questions to Laura.

Accepting the 60-Day Challenge

"Do what I say, not what I do." Who hasn't heard this phrase? Who thinks it's a good one to live by - particularly when it comes to a marketer who routinely advises her clients to blog regularly?

All my excuses evaporated today when I accepted Jordan 'Jomo' Molotsky's 60-Day Content Challenge. That's right - 60 days in a row of video, blog, or article content, created and posted. For me, it will more than likely all be blogging - although you can look for a video or two among those in the coming weeks.

Check out the video that inspired my participation in this 60-day challenge. And if you're game, join us!

What do you have to offer? EVERYTHING! You have specialized knowledge about your business, or you wouldn't be in it. So get writing or videoing - and posting!

Here are 10 ideas to get you going:

1. Cut and paste is your friend. Repurpose material you already have sitting on your hard drive - e-mails, white papers, speeches.
2. Think about the first thing people ask you when they find out what you do - and address that question.
3. Recall all the times you find yourself thinking, "I thought everyone knew that." Obviously, everyone doesn't know that - but you do. Those are teachable moments ... and reasons to create content.
4. What are the things you want to learn more about? As you do your research, share it!
5. Have you had any significant successes with social media lately? Tell us about them!
6. Profile your clients or vendors - they'll love you for helping them get more business.
7. Be mindful of the day-to-day things ... there are teachable moments everywhere if you are paying close enough attention.
8. Write a Top 10 List - favorites, tips, steps to a process, books, movies ... anything that's germane to your business, niche, or industry is appropriate.
9. Read other blogs/watch other videos and comment on them!
10. Write a case study - or a hypothetical story to illustrate your product or service ... but do it without selling! Remember - you're offering useful content, not a sales pitch.

Those should give you some ideas to get the old gray matter percolating! I know my mind is revving up and raring to go.

See you tomorrow for Day 2 of the 60-Day Content Challenge!

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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your marketing or design questions to Laura.