September 7, 2011
Be Heard, Business Success
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This guest blog post is shared today by
Lisa Cherney
Juicy Marketing Expert
President, Conscious Marketing
I’ll be hosting Lisa on Tuesday, September 13 at 5 p.m. for a “Juicy” teleseminar that you won’t want to miss.
Stand Out & Be Juicy: Magnetize Your Marketing to Attract Your Ideal Clients. Click here to register.
A solid marketing foundation is key to a solid business. Even the big boys like Pepsi and Coke realize this! If they get comfortable and let their marketing efforts relax, then sales will suffer, and they’ll have to work twice as hard to get back their share of the market. You, as an entrepreneur and master of your own domain, have to be cognizant of where you spend your time and dollars. Just like a house, you need a strong foundation that you can build on that will stand the test of time. From this foundation, you’ll be able to add on and up as your business grows. So here are the first 2 key elements to a solid marketing foundation, the Juicy way.
- Your ideal client is the foundation of your house. I, like most entrepreneurs, didn’t know when I started my business that just having a “niche” was not accurate or precise enough to create the success that I was after. Let’s face it: your business is you, so you have to love all your clients. You are no longer employed by someone else, in a job where you have to do what your boss tells you and work with people that you don’t necessarily like. You’re the boss now, so you’ve got to love what you do and the people you work with. Picture your clients as the frame that your house is built around. The large bottom part is your target market – the concrete foundation that holds the house together. The walls are your niche that you most want to appeal to, but the roof is where it’s at. They are your ideal clients. So you have to figure out what those folks at the top want to hear from you. It’s not always about money for them, it’s about growth. Do you have what they want? Here’s a question to ask yourself: “Which clients are my favorites and why?” You’ll be making a huge mistake if you only focus on what you do. Focus on the values of your ideal clients, because it will tell you about your own values – and you’ll be speaking the words that they want to hear. It’s the foundation of your house, so make sure it’s solid!
- Always highlight your irresistible Juicy benefits. These are the shutters, the crown molding, the landscaping of your house. It’s curb appeal! It is your unique way of describing how you can change someone’s life. In the end, your credentials don’t matter as much as how their life is going to change once they give your their money. This is where you tell them the benefits of working with you. NOT how many years of experience you have, or the huge mega-companies you’ve worked with, or all the workshops, workbooks and CD’s that they’ll get with your program. These are features, not benefits. Spend the time, dig deep, and have a juicy benefit statement ready to go for every form of service that you provide. This is your opportunity for getting clarity so that your marketing can stand out. These statements help you to know your value so you can charge more. Find the words to say why you’re different than everyone else out there.
The best part about owning your own business is that you get to design your own “house”!
Lisa Cherney, a.k.a. the Juicy Marketing Expert, founded Conscious Marketing 12 years ago to help small business owners find their authentic marketing voice, attract their ideal clients and increase their sales. Following her own Stand Out & Be Juicy program, which centers on owning your unique self and laser-focus marketing, Lisa has tripled her income while working part-time. Prior to Conscious Marketing, Lisa worked with many Fortune 500 companies, including AT&T, Lipton, Nissan, Blue Cross and Equal. She is a highly sought after speaker and often shares the stage with experts such as Jack Assaraf (The Secret), Jack Canfield and Jill Lublin. Learn more about Lisa at www.consciousmarketing.com or call 887-771-0156.
July 3, 2011
Business Success, Measuring Results
7 Comments
Three years ago, my husband Steve and I bought a new house for our treasured family that includes our son Kyle and our golden retriever Shadow. Some would say that the timing was bad, and they would be right. Have the last three years been a challenge for us? You bet. But there is a beautiful silver lining that makes the journey so worthwhile.
It was a BIG leap to make the commitment to buy a new house. Once we stepped forward, there was no turning back. We had no Plan B. We made the commitment. We moved. And we did everything we could to navigate the demanding economy to serve our clients, earn enough money to pay the higher mortgage, and make our new house a home. This was no small feat, given the demands of the Great Recession.
Had we stayed in the other house, it would have been so much easier. We could have hidden out until the dust of the rocky economy cleared. We could have enjoyed more leisure time. We could have marched in place with a whole lot less worry and wonder.
But here’s the thing. Where I live is important to me. Living and working in a space that inspires me to be my best has compelled me to reach higher, go deeper, and find even more satisfying ways to contribute to my clients, bring rewards to them and to me through my work, and build a business that makes me and my family proud. All the reinventing over the last three years has been challenging to my growth as a business owner and in every other way. And that is an understatement to be quite candid with you. When I see photos of me and my son from our move-in date to yesterday — which was our three-year anniversary of moving in — the growth is unmistakable.
Reaching higher — or growing taller as the case may be — requires a great deal of care and feeding. We are all growing in ways that are obvious, subtle, and game-changing if we dare to think bigger for what is possible for our lives and work. Today I can say that I am a great deal happier than I was three years ago, and that is the most priceless reward for having made the move.
Taking a big leap, making a commitment, doing the work, and staying with it have paid off. These are the kinds of lessons my husband Steve and I model for our son, and he’s growing into a fine young man so far. And day by day we are each creating and growing businesses that make us proud. On this Independence Day weekend, that gives us even more reason to celebrate.
June 4, 2011
Business Success, Event Promotion
2 Comments
Almost 800 people have entered to win five “custom bio boxes” from yours truly in the 2011 Done for You Sweepstakes. That sure does my heart good. If you would like to enter to win one of these prizes or the many other “done for you” services that can support you in growing and running your business that are being offered by high integrity business professionals, be sure to click on the link to make your selections before Monday.
Last year, so many people entered to win the Extreme Bio Makeovers that I offered as prizes that I had to ask the good folks from Constant Contact for technical assistance with list management. When I told the customer service representative that I had added 800 names to my list within a three week period of time, she was quite impressed. That opened the door for me to share this particular success with the marketing department at the company. They wrote a story about it in the Constant Contact ezine and posted about it on Facebook. That opened the door for me to be a media contact for Constant Contact who would be ready to speak at a moment’s notice about how well this service delivers for me. That then opened the door for me to speak not just once, but TWICE to large audiences of business people who are also clients of Constant Contact who enjoyed my presentations and have since become fans, followers, and clients of my work.
All this is to say that you never know what good things might unfold when you jump in with both feet to make the most of your list building and other business enhancing opportunities. When you approach each project with what my friend Lisa Marie Platske calls Upside Thinking, amazing things manifest. It’s a beautiful thing.
January 30, 2011
Business Success
1 Comment
Glee. It’s a wonderful TV program that my husband Steve, 13-year-old son Kyle, and me watch together. It’s “must see TV” for Tuesday nights. Last Tuesday, the program got us talking about how important it can be to get involved in a school activity or sport. You learn so much about yourself while doing something you love. You may even be lucky enough to make friendships that last a lifetime and find a passion that could be the foundation for a future career.
That got me thinking about some of the choices I made way back when that have led me to where I am today. When I was in high school, I remember making a rather important choice. As a senior, what I really wanted was to audition for the school’s award-winning drill team, wear those sassy outfits with the knee-high boots, and perform on the football field with all those talented girls who competed for their place on this very competitive team. I also wanted to be the editor-in-chief of my high school’s award-winning weekly newspaper. As luck and timing would have it, I was selected to do both.
And then I had to make a decision. Read the rest…
January 11, 2011
Business Success
2 Comments
Before the recession, PR campaigns for big companies was ALL I did. Big companies would pay me generous retainers to “just do their PR for them.” When the economy got tough, many of those clients pulled in their dollars as they did what they could to survive. Social media gave companies more control over building their buzz than ever before. Traditional media started to shrink at a quick clip. It was a triple threat of challenges that gave me and my business serious pause.
In fact, about a year ago, I remember sitting in a client’s office after multiple phone conversations, in-person meetings, and proposal drafts. The client declared during the meeting that they wanted to begin work on their high priority scope of ongoing work THAT DAY. Then, they delayed and delayed and delayed. They are STILL delaying.
Being a small business owner, this was disheartening to say the least.
I decided to take back control over my destiny and create a new suite of services that would be an “easy yes” for a different target audience to enjoy. That has made things better for many clients and for me. Today, my focus is on serving solopreneurs who engage my services in bite-sized ways that make a big difference for them at fees that make good sense. That makes it a whole lot easier for me to “bend and sway” with their comings and goings with a lot more ease and grace in the best and the most challenging of times. Clients are singing my praises. And I am loving my work more than ever before.
Today, Startup Nation named my company among their list of Ultimate Resources for Home-Based Businesses. And, among the 70 Unique Strategies to Land New Customers/Clients noted on this popular blog by Carol Roth, my suggestion ranks #10 on the list. Word continues to travel far and beyond to my ideal audience about the ways I make a difference for their success. The future is bright for all of us.
As it turned out, that client’s delay in getting to YES a year ago turned into a great gift. Reinvention is a powerful thing.
Have you reinvented your business to emerge stronger in 2011 than before? Please share a comment here at the blog and tell your story. Your story could be a gift to someone else seeking to thrive in today’s demanding times.
October 13, 2010
Business Success, Trend Watching, Video PR
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Viva Visibility Blogger Nancy Marmolejo debuted the first of four videos today to guide heart and soul driven business owners to find their sweet spot. Tune in and get the the heart of your message so you can be in even better position to invite more of the right engagements. Nancy is hosting the I Heart My Biz event in Anaheim on December 2-4, 2010. I’ll be there and would love to meet up with you face-to-face. Nancy M. will have more to say about that event in future webisodes, so stay tuned.
And in other useful and client-attracting video news, don’t miss the third is a series of videos from Master of Enrollment Coach Bill Baren. I am a graduate of Bill’s “Master of Enrollment” teleseminar training, and the lessons I learned and the specific support materials he provided within this training have been decisive in changing things far for the better in my business this year. That is why I want you to know about his program and benefit from it. I sure have.
By the way, have you noticed how powerful and prevalent video content has fast become in today’s Internet age? I have read that video will represent 91% of all web traffic by the year 2014. Thought leaders like Nancy Marmolejo and Bill Baren are earlier to get on this bandwagon than others. Clearly, video offers them the opportunity to leverage their content over much wider audiences, and that is a beautiful and very powerful thing.
Before you jump on the video bandwagon, make sure you take heed of the steps James Roche spoke about in our teleclass last night about the Entrepreneur’s Journey. (The audio file from that event is available in the prior blog post.) Specifically, make sure you have a specific strategy in place before you chase the next shiny bright object. We all have to make every move we make count for something special. Starting with the right strategy is always a good place to begin.
October 7, 2010
Business Success, Video PR
No Comments
Have you seen this new video training series from Master of Enrollment Coach Bill Baren on how to enroll more clients? A new video was just added, and it’s even more packed with helpful client-enrolling tips than the last one! In these new free training videos, Bill shares some of his top strategies and how-to advice on how you can convert potential clients into paying clients while being your authentic self — without feeling pushy or sales-y.
Just imagine… What if you were able to convert 80% of your potential clients into paying clients? And attract the kind of clients you really want to work with! That’s exactly what Bill would like to show you how to do. Take him up on his invitation and watch the new video.
Bill is a highly successful business coach with a waiting list of people to become clients. You’ll be able to listen in as he shares some of his best strategies and secrets to authentically enrolling more high-paying clients in these ground-breaking videos. Watch this new free video training and you’ll learn:
● 3 methods you can use during conversations with potential clients that can DOUBLE the number of people who hire you – without being pushy or sales-y
● How to overcome the biggest paralyzing fear which may be stopping you from getting clients. (Bill will guide you through a powerful “mindset shift” so you can feel a lot more comfortable asking potential clients for your fees)
● How to turn the dreaded response of “I can’t afford it” or “I have to talk to my spouse” into the perfect opportunity for you to land a new client
● Have you ever had someone say “Yes” to your high-value services, only to change their mind a few days later? You’ll learn a simple step-by-step process to ensure that a new client stays on board and excited – no more mind-changing!
● A proven 5-step system for making money and enrolling new clients through speaking engagements and teleseminars. (And if you’ve never done a speaking engagement or teleseminar before, this will make it surprisingly easy for you to get started)
This training also includes an unedited recording of a consultation where he landed a $1,300/month client, so you can learn his formula for a successful enrollment consultation. If you want to have high-value clients of your own, check out this amazing resource. I could go on and on, but suffice it to say, go ahead and access this training right here. Enjoy!
August 11, 2010
Awards PR, Business Success
1 Comment
Home-based entrepeneurs wage a daily battle as they serve their families, their clients, and themselves. Here is a link to a compilation of 95 from-the-trenches tips that people swimming in that boat have discovered as they continue to navigate the sometimes rocky waters. (My tip is #5 on this list.)
My husband Steve and I both work from home, parent our son, serve our clients, make sure the dog gets a walk, and still find a few minutes for each other. It’s not an easy path we travel, but we wouldn’t have it any other way.
What are the tips you have discovered to help YOU keep the balance as you work AND live from home? Share your best tips here so the rest of us can benefit from the wisdom of YOUR experience!
Speaking of working from home, I’d be honored to earn your vote in the Start Up Nation 100 Home Based Business Contest. I’ve entered in the “Recession Buster” category. You can read my profile and post your vote at this link. I am all for getting seen, heard, and celebrated — with a little help from my readers! Thanks for your support.
July 18, 2010
Business Success, Social Media Marketing
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Did you know that I started my marketing/public relations career working for Jack in the Box restaurants? It’s true! I worked for the company from 1987 through 1993. 
While my career was just starting out, I remember thinking at the time how wise was the marketing leadership team. Through market research, the company determined that going head to head with McDonald’s wasn’t the right strategy. Research showed that adults without kids were the company’s primary customers. These people wanted serious food that catered to more sophisticated tastes. The product development team then began a pattern of menu innovation that catered exactly to what the ideal customer wanted. After the food safety issues of 1993, the company brought Jack back through the miracle of plastic surgery in 1995 to save the day and give the company a whole new attitude. It’s working pretty well so far.
The “Jack’s Back” campaign is the longest, ongoing advertising campaign in the fast-food industry. Centered around humorous and entertaining television commercials featuring Jack, the campaign has received numerous awards including several Clios, Beldings, EFFIEs, and Bronze and Gold Lions from the Cannes International Advertising Festival for the best fast-food advertising in the world.
Now, the people at Old Spice are serious about targeting their ideal customer — women. It turns out that women are rushing to buy Old Spice in quantities even the market research people could never have imagined. The story that ran over the Associated Press about the resurgence of Old Spice has been traveling far and wide, thanks to the viral spreading of the message via YouTube and other social networks. The campaign is one that my 13-year-old can recite with amazing accuracy and personality. And he’s not the only one.
These stories bring up the importance of identifying your ideal customer with crystal clarity. When you know who you serve, you can create and share messages that are likely to resonate with them. And when you deliver the message in a meaningful, memorable, and magnetic way, great results can manifest.
Survey Monkey can be a very effective resource to guide solopreneurs to learn a great deal about their customers. And, don’t underestimate the value of simply reviewing your client list for the last two years to identify the characteristics of the customers you have already served and enjoyed serving. If you can describe those clients in very specific terms, you can target your message to reach and favorably influence more quality people just like them.
Authentic Visibility Question of the Day: How clearly can you describe the ideal customer or client for your product or service? And, are the messages you are sending out to the marketplace well targeted to appeal to their very specific needs, attitudes, and sensibilities? When you get that right, a whole lot of other things will flow just right in your business, too. Just look at Jack in the Box and Old Spice for inspiration.
May 21, 2010
Business Success, Social Media Marketing
No Comments
In this age of reinvention, I enjoy watching how successful entrepreneurs move from one quality, money-making venture to the next. Today, my attention turns to Serial Entrepreneur Nicole Donnelly.
Donnelly is an entrepreneur who is parlaying her success in retail soft goods to a host of new initiatives relating to social media management software and more.
Nicole launched Babylegs and grew it over a five year period from zero to the millions of dollars. Today, the company she launched and sold to a major hosiery manufacturer enjoys worldwide retail distribution of leg and warm warmers for little ones. She credits the meteoric growth of Babylegs to the power of connection with the right people to carry a relevant message forward. 
Now, she shifts her focus toward guiding other entrepreneurs to become capable, confident, equipped, and connected to engage and profit from the strategic use of social media. Her company — creatively named Salty Waffle — is the umbrella organization that serves the the hub for all of Nicole’s latest business ventures, including her new book, Ride Like a Penguin, her new social media measurement application called BigRuby, Salty Waffle Social Media Boot Camp, and the Salty Waffle Social Media Hook Up.
I asked Nicole about how she named her company. Donnelly told me she is a life long lover and baker of waffles of every possible variety and flavor. It is actually something she is well known for among her family, friends, and business colleagues. She said, “Waffles bring people together, day or night, to connect, enjoy, and brainstorm about ideas big and small. Since I live near the water in West Seattle, there is always a hint of salt in the air. When baking up a sticky brand name to serve as the umbrella for my latest business initiatives, Salty Waffle rose to the top of the list.”
Love that.
If you want to taste what Nicole is baking up beyond tasty waffles, don’t miss the Salty Waffle Social Media Hook Up. This speed dating, social media hook up event that offers guests interested in social media the opportunity to meet up with passionate social media players who know how to make social media work for just about any business. It is also a fundraiser to benefit EO Accelerator and Ravenstone, both of which are classified as 501c3 non-profit organizations. A silent auction of fine art will fill the coffers for both worthy organizations.
EO Accelerator guides business owners to grow from $250,000 to achieve the $1 million revenue mark, and Ravenstone guides fine artists in the business of successfully running their businesses.
Here are the event details so you can mark your calendar and gather up a group of your friends to attend, enjoy, and savor the practical knowledge that can propel all of your businesses forward:
DATE & TIME:
Wednesday, June 9
5:30pm-8:00pm
LOCATION:
SODO Commerce Building
66 S. Hanford Street
Seattle, WA 98134
COST & REGISTRATION – Click on the link!
I’ll be there. How about you?
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