Wednesday, February 28, 2007

 

Success means getting tough with your calendar



How can you tell who's on track to success?

My answer: The way they talk about time.

Recently I met a competent, likeable professional I'll call Louis. It takes awhile to realize just how good he is. Louis tosses off comments about new clients, success and increased income. He gets glowing thank you letters from clients.

And he says, "I really need more clients."

So how does Louis spend his time?

he belongs to a business group that's built more on friendship than networking. He belongs to Toastmasters. He volunteers in his community. He coordinates refreshments for parties.

And he's considering hiring an expensive coach to move his business to the next level.

What's wrong with this picture?

Louis is already a good-enough (or more than good-enough)speaker. Sometimes a Toastmasters chapter will be a good source of referrals. More usually, chapters don't attract decision-makers or independent business owners who can hire Louis.

Louis needs to guard his time ruthlessly. We all need social outlets, friends and family. But it's easy to remain in activities that no longer fit our needs.

When you're a new networker, groups like Toastmasters make a lot of sense. You get a safe space to develop your skills. You practice speaking. For some, lifelong membership contributes to personal and professional goals.

But at some point you have to ask whether Toastmasters (or BNI or your business group) continues to contribute to your growth.

I belong to a group of women business owners that seems to be a good source for what I want: speaking engagements and clients. But I've met other business owners who have left the group because it's no longer working for them.

That's the point. You're not destined to outgrow a particular group. And I recommend giving every new group 3 to 6 months to get to know you.

But every 3 to 6 months, stop and ask yourself, "What have I gained from this group? Have I learned something I can use in my business? Made contacts? Grown? Do I feel good after a meeting -- recharged and energetic? If not, time to move on."

Those who succeed get tough with their own apppointment calendars.

P.S. I've put together an irreverent 21-day time management program that (readers tell me) actually works! Click here to learn more:
http://www.cathygoodwin.com/timebook.html

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Sunday, February 25, 2007

 

Attracting Live Clients by Virtual Websites to Survive the 21st Century


Since moving to Seattle about 18 months ago, I’ve had to find all sorts of services: a hair stylist, health insurance broker, physical therapist and more.

At first I asked for live recommendations.

Bad move!

My acquaintances didn’t know insurance brokers. Someone at my gym suggested a physical therapist. Several women swore by their hair stylists.

After several visits to the physical therapist, I still limped around on sore tendons. I survived 2 embarrassing hair cuts and a disastrous, overpriced color change.

But I found a good insurance broker. I love my hair stylist. My new physical therapist got me walking comfortably after a single session.

Where did I find all these people?

The Internet, of course. Citysearch.com, to be precise..

I did make a couple of calls to ask get first-hand information. But I’ve mostly given up on live tell-a-friend referrals.

I’m not alone. In Small Is the New Big, Seth Godin says that listing references has become obsolete. We leave electronic footprints all over the Internet. We review and get reviewed. Sites like movingscam.com can save us thousands of dollars, if we use them responsibly. More about Godin’s book:
http://tinyurl.com/3bmacm

What does this mean for promoting ourselves as businesses?

First, even local businesses now need a website with a strong marketing message, not just a calling card. They need content strategy for their virtual storefronts.

My new hairdresser advertised herself as a curly-hair specialist. Her salon got great reviews on citysearch.com Even an anti-fashion individualist (like me) needs to get frizz-proofed for Seattle’s damp climate It was a no-brainer.
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Second, we all need to be proactive in supporting good services. We help them stay in business, grow and expand their services.

We especially need to be proactive because a single off-the-wall customer can have an unfair impact. I’ve seen bizarre complaints posted for services that I patronize regularly.

Third, we need to encourage clients and customers to review our services. You can post your own service – even coaching, consulting and copywriting – on citysearch.com and yelp.com. When clients thank you for good service, suggest they write a review from anywhere in the world.

True, some services have been known to ask their mothers and brothers to send in reviews. In my experience, fake reviews stand out, just as they do with online bookstores.

Of course, you can get reviewed in blogs, websites and other services. Some sites have even sprung up to review Internet marketing gurus. We’ll probably see greater use of these sites as more people post to them and they become more helpful.

Your own testimonials, with URLs linking to the clients, create your own unique review site. And someday the phrase “references available” will be meaningful only to those who remember the origins of “cut and paste.”

To learn more visit my website.

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Monday, February 19, 2007

 

Client appreciation (with professionalism)


Your client Alicica has been a real gem. We've all had those clients - the ones we love to clone. Maybe they gave you a great referral. Or they bought your biggest package, achieved success and wrote a glowing testimonial.

When they call for follow-up service, we feel guilty about charging them.

Here's a tip. I don't recommend working for free. But you can send
them gift certificates to your own business!

Example: "Thanks for sending me referral X.
Here's a gift certificate for $20 you can apply to any of our future projects together."

Make up some clever certificates with your logo and attach them to your email or (even better) a card.

When a client isn't likely to need my services again, or when I want to thank someone who's not a client, I send an amazon gift certificate or perhaps a book I think they'd like.
javascript:void(0)
Publish

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Saturday, February 17, 2007

 

Getting a New Client on Board


How to become a client.

More prospects call simply because you’re better known. Some are serious; others are tire-kickers.

Consultants and coaches often offer complimentary get-acquainted calls.

Okay, I’m going to be edgy here. I have never found those calls helpful when I’m the client. The whole dynamic changes when money changes hands. Moving from comp to paid, I’ve often felt I was talking to a whole new consultant.

So as you get busy, I recommend offering a paid sample of your work. For copywriting, it’s a diagnostic project. For consultant, I offer hourly calls. My clients can deduct the cost of the initial call if they move on to a bigger project.

I work only with serious clients and I can begin delivering value from the very first moment of our call. We both win if we solve the client’s problem in a single hour.

If you offer any no-charge option, I recommend setting up a task to be completed before the call: a series of questions, a mini-project – anything to show your client is serious.

Design and writing professionals need to create some small projects so a client can test them before committing big bucks.

Many readers will disagree but I believe free tasting sessions should be reserved for the supermarket aisles.

I’m the worst: when Gracie (the dog) and I visit our favorite bakery, I’ve been known to buy a cup of soup and take home a handful of bite-sized samples for dessert.

I'm sure many readers will disagree - and I welcome controversy! Post a comment below.

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Monday, February 05, 2007

 

Internet Marketing: Should your consultant walk the talk?


Every so often a well-known marketing consultant warns us, "Choose a mentor who has walked the talk."

In other words, hire a mentor who can demonstrate success. Ask to see sales reports. Work with someone who's still actively marketing, not someone who's stopped marketing to become a marketing coach.

But I'd take this advice with a medium-size grain of salt.

Sure, you need a knowledgeable source. And that argument has merit.

But you've probably heard the saying, "Those who can, do. Those who can't, teach."

My response: "So what?"

Basketball coaches run the gamut. Occasionally you'll see a great player who goes on to become a great coach. But you also see coaches like Pat Summitt, who coaches champions but was never a superstar herself. And you see great players like Cynthia Cooper who failed to find success as a coach.

Marketing coaches also come in a variety of flavors.

Experienced marketers often coach by saying, "Here's what I did." Even when they're successful today, they grew their businesses in a different world.

Economists talk about externalities -- the way we're affected by what everyone else does. For instance, telephones gain in value as they become more commonly used. And some products actually lose value as they become more popular: think of your favorite restaurant or ski resort.

Today, just about everyone has an ezine. You no longer stand out if you send out a monthly mailing. In fact, I advise clients to send ezines at least twice a month. These days, you'll get lost in the crowd and your readers forget you if you don't show up often in their inboxes.

Teleseminars and forum groups also have become extremely popular. Recently I got an email from a harried ezine reader: "Will you send a reminder of your teleclass? I've signed up for so many things I've lost track."

Networking events have become more focused and more directly commercial. You no longer stand out with a great elevator speech.

"Groups are begging for speakers," one affluent marketing coach told me.

"Not around here," I answered.

So how do you choose a marketing consultant?

First, begin with the free and low-cost stuff. Buy an ebook. Read his ezine. Try a few tips. Do they work for you? Good: try some more.

Second, talk to your guru's clients. Did they find the sessions helpful? Are they earning money? Or do they just say, "I loved working with her. She was so nice."

Third, develop your own intuition and keep your power. Ultimately success depends on connecting with a target market and your target market's pain. In my experience, few mentors can help. You have to invest huge amounts of time digging into your market. Ideally you'll have a natural "in" with your market -- something you can't be coached for.

Bottom line: No guarantees. You have to take control of your market. If you've already started to see meaningful success, a lot of mentors can help you. If you're trying to reach a resistant market with a product they're not excited about, few can, no matter who they are.

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Sunday, February 04, 2007

 

[Web Site Marketing] Get Known and Take Names


Q. “I need a database of names and email addresses, based on visitors to my website. But an ezine takes a lot of work and a single information product seems inadequate. What else can I offer?”

A. You’re right. Once upon a time you could send out an ezine every month or two. Now there’s so much clutter you need to have your name in front of readers every week or two. Otherwise they’ll assume you’re sending junk mail.

That’s a lot of work when you’re starting from scratch. All that effort for just a small list? Whew!

And even if you have an ezine, you may want to share new information with your readers.

The answer: Create an e-course.

An e-course is a series of short “lessons” sent to subscribers, one at a time, over a period of days, weeks or months. You send them through autoresponders, using the same program you use or ezines and other e-mailings.

Website visitors sign up through an opt-in program, giving you their names and emails...and permission to send them a series of messages.

Some marketers mail lessons daily – a good way to remain in front of readers. One well-known marketer just created an e-course with 87 lessons, sent one day at a time. She gets daily contact with a subscriber base for almost 3 months. We’ll remember her for a long, long time, especially since the quality of tips was very high.

But most marketers create 5 to 7 messages, sent every 2 days. The idea is to create credibility with good information, while adding names to your own subscriber database. Readers who stay with your course till the end are probably seriously interested in your topic (or are seriously compulsive about finishing what they start).

Each message should:

(1) Remain short: 350-500 words.

(2) Focus on one specific point or tip – a takeaway, preferably something your readers can begin to use immediately.

(3) Include a thought-provoking question or assignment that will challenge your reader.

(4) Avoid giving away the store.

(5) Present valuable content not easily obtained elsewhere.

Of course, each ecourse includes your resource box with content information and a word of promotion.

You can expand each message into an article for your article marketing program, post your messages into your blog and save your messages for the day you’re ready to create your first ebook.

Nothing is wasted. And you get to build your subscriber database, without writing new content every week for a small audience. It worked for me!

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Friday, February 02, 2007

 

Getting "Stuff" in the Mail: A Rant


Apparently one of the big-name marketing gurus has been advising everyone to give away CDs.

For everything.

Need to grow your list? Offer a bonus? Give away a CD.

What will you put on the CD? Ah, there's the question. I'd rather skip the CD unless it's really, really valuable.

And then there are the hard-copy packages. Flyers. Newsletters. I've even gotten a box of crayons and a CD-holder.

What do I want? Content. Solid ideas I can use immediately.

I don't have time (or inclination) to listen to all these CDs (although I would turn to an mp3 recording while I'm working on the computer).

Fewer things. More content. Please.

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