Do You Have an Offline Marketing Plan?
With millions upon millions of people using the internet every single day, it’s very easy as a service professional to get caught up in how to market your business online. But offline marketing is equally important for your business success and shouldn’t be ignored. The two factions really should work hand in hand for ultimate success.
Build Those Relationships
Marketing your business in real life isn’t much different than doing it online except you’re not hiding behind a computer screen. This idea can be extremely intimidating, especially for introverts, but the more you practice your real life interactions, the easier it becomes.
You will find the the uncomfortable eventually becomes the new comfortable.
One tip to remember: Marketing does not equal sales. Marketing is about building relationships or planting seeds about your business so when the time is right, a prospect will remember your name and contact you. You do not need to be in a constant state of selling; answer questions about your business but also ask questions to learn more about your contact’s businesses. You won’t truly know if you can help each other without listening to what they do.
Local Networking Events
Begin searching for local networking groups or events. Many groups, such as BNI, allow visitors to attend meetings free of charge so ask about that option. After one or two visits, you’ll know if the group will be beneficial to you; if so, join up. If not, search for your local Chamber of Commerce, small business meetups, or other professional networking groups. Use the same criteria for joining local groups as you would for joining Facebook or LinkedIn groups: who is in the group; how you can contribute in a meaningful way; and how will the group benefit you?
Find Local Sponsorship Opportunities
Many local organizations or charities look for sponsors to keep their programs running. Check out your Little League or other youth sporting clubs to sponsor a team or purchase an ad in their outfield. Look for youth theater groups – or even drama clubs in different schools – and pay for an ad in their playbills. Ask if your local places of worship have a weekly bulletin that accepts advertisements. Be smart with your choices; ultimately you still want to target your ideal clients but paying it forward in your community will also bring about some name recognition.
Participate in Community Days
Does your town or those surrounding you have Community Days? Ask about setting up a booth to showcase your business. Print some pamphlets and business cards to hand out. Better yet, create an inexpensive swag bag with your printed material inside, along with a treat for those who stop by your booth. Remember to visit the other vendors and introduce yourself, much like you would at a networking event. Sometimes vendors will become your clients, all because they met you at a local event.
In the end, interacting with your local community and business owners is much like interacting with online followers. Be helpful, be attentive, and be visible to naturally attract clients.
Refine Your Marketing Message in this Webinar
Knowing your ideal audience is important but knowing what they struggle with will help you refine your marketing message even further. Now you can narrow your market even more by telling them how you can help, once you identify those pain points.
Not sure how to start? We all have a story to tell BUT you need to finesse your storytelling abilities in order to share your story while also connecting with your ideal clients. Even though YOU are the main character in the story, the real focus should be on your audience.
😊If this seems foreign to you, check out my newest course, Entrepreneurs Storytelling Bootcamp. This 4-module home study course is designed to help you craft your story so your ideal clients can relate to your struggles while also marveling at your success. Each module comes with exercises and action plans so you always know your next steps.😊
Think about all the emails and sales pages you’ve seen just in this last week, touting a new class, product, or service. Very often marketers will highlight the features and benefits of their latest creation but then fall short because they didn’t include a story.
The art of storytelling in business can be crucial to your success. It can mean the difference between having a sales funnel full of leads or barely staying alive because you’re connecting with the wrong people. People will spend their money with you only after then know, like, and trust you. What better way to build that relationship than with your storytelling skills.
Connect with the Right People
Of course, your storytelling skills are wasted unless you identify your ideal clients and where to find them. Think too broadly and you’ll attract freebie seekers or others who will request a price reduction. Or you’ll find those who can afford your price point but who don’t want to do the work. Narrow your sights on your ideal client and create a storyboard with their demographics. Where do they live? Are they married? Do they have a family? How old are they? What are their pain points? How can you help them?
By stating these specifics, you will paint a clear picture of who you want to help, who you want to attract into your funnel, and where you can find them to start interacting. Focus on building relationships instead of selling products. Not everyone you meet will be ready to buy or maybe they are just on the fringes of your ideal market and not the right fit. Keep growing your network and you will find your tribe who will hang on your every word and will trust your judgment enough to make purchases.
Make Your Connections Personal with Stories
Your audience wants to connect with YOU, not with your product. What more personal way to make a connection than with a story, or two. Your customers or clients want to know your history, why did you start your business, and how can you help them. How are you different from all the other coaches out there? What is your inspiration? What personal struggles have you overcome?
Yes, at some point they will want to know about the features of your product and how it can help them but start off by allowing your audience to know you. Show your human side by telling your stories on video. They don’t have to be as polished or as lengthy as a TED talk but you’ll be surprised how many people prefer video over reading outrageously long sales pages.
Show your human side; don’t edit out all your flubs. What better way to portray yourself as human than to show some bloopers. Showcase your expertise but show your tribe that you’re accessible by answering questions and asking them directly what kind of help they need.
When you decide to connect on a human level instead of always pushing a sale, people will naturally be attracted to you and will want to learn more about you and your business. Be patient; relationship building takes time but the sales will follow.
Is it time to change up your marketing strategy? Skip the old school tactics; showcase your uniqueness by telling your story + connecting with your ideal clients. My Entrepreneurs Storytelling Bootcamp shows you how to share + sell in just 4 lessons.
We all do it. No matter how successful you are, at one time or another you’ll fall into the self-sabotage trap, and the price of admission is high.
The end result? Frustration. Burnout. Resentment (of your clients or your business). And yes, even more self-sabotaging behaviors. This downward spiral can quickly turn devastating, but stopping it is easy when you learn to recognize the symptoms.
Did you mean to apply for that high-end client program but missed the deadline? Or maybe you were going to send a proposal to a potential new client, but waited too long? Or maybe you simply waited too long to take advantage of a sale price on a hot new app that everyone’s raving about.
These and other missed opportunities can often be blamed on simple procrastination, one of the most destructive habits we suffer from. Procrastination is what keeps us working late at night to make a deadline, costs us money in late fees, and even costs us business.
If you’re prone to procrastination, try these techniques to put an end to it:
Failing to Complete Your Projects
Be honest. How many half-written books, partially planned programs, and unfinished products are cluttering up your hard drive right now?
If you’re like a lot of entrepreneurs, the answer is probably several.
You started all of them with great enthusiasm. You planned out the modules or chapters, created the slide decks, and maybe even outlined the sales page. And then…you just stopped working on it.
Maybe you tell yourself that you’re too busy. Maybe you “need to do some more research.” Or maybe you simply lost interest. But the truth is, none of those are the real reason. For a lot of entrepreneurs, this self-sabotaging habit is actually a symptom of a lack of confidence, and it’s keeping you from the success you deserve.
Consider this: You cannot know the actual success rate of a program you’ve never finished, and you cannot improve upon something you’ve never completed. So rather than filling your hard drive with half-finished projects, power through and start releasing them—even if you believe they’re not perfect, and even if you think they’ll never sell.
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Poor money management has been the cause of more business failures than any other single issue. And it’s no wonder. We aren’t born knowing how to manage money. Most of us aren’t taught how to handle it either. We figure it out along the way, through much trial and error.
Those same mindset issues and bad habits that wreak havoc in our personal finances can plague our businesses as well if we’re not careful.
Catching Shiny Object Syndrome
Some things are just hard to resist—especially when your friends and colleagues are all jumping on board! New tools, training, group coaching programs and even business models can all have a strong pull, and if you aren’t careful, these shiny objects can quickly distract you from your current goals.
If you find yourself catching shiny object syndrome frequently, try this two-step plan instead:
Falling for the Sunk Costs Fallacy
If you’ve ever said to yourself, “I’m not using this subscription, but I can’t give it up! I’m still paying the launch price and now it’s much more expensive!” Then you’ve fallen for the sunk costs fallacy.
This common mistake is famous among economists, and we all fall victim to it from time to time. Simply put, the sunk costs fallacy is what makes us justify investing more money or time in something—even though we’re not seeing results—because we’ve already spent so much. It’s what encourages us to repair the car one more time (after all, you just put new tires on it), eat a meal we don’t enjoy (simply because you’ve paid for it), and yes, continue to pay for tools and resources you’re not using.
Take a few minutes and examine your current business expenses. What are you paying for month after month that you’re not using? Either make a plan to put them to work for you, or cancel them. Stop falling for the sunk costs fallacy.
Too Much Penny Pinching
You thought this was all going to be about overspending, didn’t you? Here’s the kicker: Spending too little is just as bad for business.
When you’re constantly on the lookout for free and low-cost tools or working 16-hour days because you “can’t afford to outsource,” you’re not doing your business any favors. Sure, it looks like you’re bootstrapping and working really hard to make something from nothing, but what you’re really doing is digging yourself a rut it will be nearly impossible to climb out of. Not only that, but you’re reinforcing a scarcity mindset that will continue to plague you for years if you let it.
Rather than pinching pennies, learn to spend money strategically. Buy what you need, when you need it. Invest in top-quality products and programs rather than settling for the low-ticket, half-baked plans. Just like quality clothes, cars and furniture, quality services and software last longer and work better. And unlike that car, good quality business tools will pay for themselves.
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The most successful people in the world did not arrive there by accident. Truly successful people, whether they are millionaires or have just found their true life purpose and get to enjoy living it every day, are in that position for a specific reason: their habits.
You can work, and work, and work at becoming successful until you are completely burned out. But if you don’t develop the specific daily habits of successful people, it’s unlikely you’ll ever get there.
I’m going to share 5 of these successful habits, and I hope you’ll consider integrating them into your life.
1) Successful People Believe in Themselves
If you’re going to be successful in creating the life of your dreams, you have to believe that you are capable of making it happen. Believing in yourself is a choice.
Of the hundreds of super successful people I have interviewed throughout my career, almost every one of them told me, “I was not the most gifted or talented person in my field, but I chose to believe anything was possible. I studied, practiced, and worked harder than the others, and that’s how I got to where I am.”
Successful people assume in favor of themselves and act as if achieving their goals is completely possible.
2) They Set Goals
Experts on the science of success have revealed that the brain is a goal-setting organism. And successful people know that if they give a goal to their subconscious mind, it will work night and day to achieve it. They set high goals that are both realistic and measurable, and they make an effort to work towards those goals every day.
3) They Go the Extra Mile
Successful people know that if they want to really excel in business, school, and life, they have to go the extra mile. They give the people around them -- their customers, team, family -- more than is expected and, in return, they’re handsomely rewarded with loyalty, referrals, opportunity, and money.
They don’t focus on the “What’s In It For Me” policy. They don’t put stock in whether something is fair or whether they’ll be compensated or recognized for more effort. Instead, they focus on exceeding expectation, paying extra attention to detail, and providing quality work above all else.
4) They Take Action
Successful people know that the world doesn’t pay you for what you know; it pays you for what you do. They make a point to create a vision, set goals, break them down into small steps, visualize and affirm their success, believe in themselves, and then get out there and go for it. They are keenly aware of the fact that nothing happens until they take action.
When you take action, you trigger all kinds of things that will inevitably carry you to success. You begin to learn things from your experiences that cannot be learned from listening to others or from reading books. And you begin to attract others who will support and encourage you.
5) They Practice Appreciation
Successful people know that when they show appreciation to the people in their lives -- such as their employees, loved ones, or colleagues -- they not only make those people feel better, but they themselves feel better and more successful.
The fact is, people are more likely to help you achieve your goals if they believe that you appreciate their efforts. There is no downside to this. Appreciation costs nothing, and no one has ever complained about being over-appreciated.
Keeping these 5 habits in mind, I want to leave you with a bit of homework to complete. Write down 2 of the habits that I listed above that you feel you can -- and should -- incorporate into your day-to-day life.
To hold yourself accountable, leave a comment below with the habits you plan
Jack Canfield, America's #1 Success Coach, is founder of the billion-dollar book brand Chicken Soup for the Soul®and a leading authority on Peak Performance and Life Success. If you're ready to jump-start your life, make more money, and have more fun and joy in all that you do, get FREE success tips from Jack Canfield now at: www.FreeSuccessStrategies.com
This is a guest post by JackCanfield. If you would like to write an article for our blog, please fill out a contact form with your request.
What do super-successful service experts, coaches of all sorts, and small business owners all have in common?
It’s not experience.
It’s not extraordinary skills.
It’s not even a powerful drive.
Although all of these things can definitely help your business grow, they’re not a prerequisite for success. After all, no one is born with experience or skills, and plenty of successful people lack drive.
The one thing that does make a difference, though, is your “why.”
Why did you decide to become a personal trainer, a massage therapist, a professional speaker, or a life coach?
Why do you spend too many hours in front of your computer every week?
Why do you stay up too late and get up too early, just so you can work on growing your business?
The “why” is what ultimately drives us to success, but here’s the thing: it’s different for everyone. Your why is not my why, and my why is not her why. It’s a deeply personal choice that can have great meaning…or not.
For example, a survivor of domestic abuse might happily spend 60 or 70 hours each and every week mentoring other victims of abuse, or counseling couples on how to break the cycle. His or her big why is a strong desire to prevent other men and women from suffering in the same way he or she did.
A mother of small children may be saddened at the thought of sending her kids to daycare just so she can go to work to (barely) pay for it. Her big why is a drive to spend as much time with her kids as she can, while still supporting her family.
A young, fresh out of school entrepreneur might resist taking the same path her parents took, working for a corporation for 40 years, only to retire and find themselves with barely enough to live on. Instead, she dreams of having the income (and the time) to see the world while she’s still young enough to enjoy it.
So what’s your big “why”? It might be the freedom to travel, the option to spend time with your family, the ability to take weeks off at a time to care for a sick family member, or even to earn enough money to support a charity that’s close to your heart.
Whatever it is, your “why” is the driving force behind every action you take. When you’re deciding whether or not to take on a new client, ask yourself if it’s aligned with your “why.” When you’re setting goals for the year, ask yourself if those goals are moving you closer or further from your big why. Thinking of branching out into a new business venture? Make sure it’s in alignment with your big why, and success is suddenly much more attainable.
I look forward to hearing what your WHY is. Please leave a comment below with your why. Let's all inspire each other!!
Beyond SMART: Goal Setting for Entrepreneurs
If there is one thing we know about goals, they have to be SMART, right?
After all, that is what we have been told for years. The only thing that matters is that your goals are specific, measurable, attainable, realistic, and timely.
While that looks great on paper—and clearly it is easy to remember—it does not go far enough for those who want to achieve big things.
Think about it.
Do you want to be stuck with “attainable” and “realistic” goals when what you really dream about is a 3-day workweek, frequent international travel, and enough money to fund a mission trip (or two or three). Seems pretty clear that those safe, smart goals are not going to get you there.
In fact, they might even do worse than simply “not get you there.” They may actively hold you back.
Consider what happens when you set an “attainable” goal of earning 10% more than you did last year. You might work 10% more. You might spend 10% more on ads or product creation. You might even reach out to 10% more potential clients.
And you will likely earn about 10% more.
“Not bad!” you say. After all, that was your goal.
But did that 10% goal inspire you to work harder? Or did it create a subconscious ceiling on your earning potential that you’re unable to break through?
Rather than focusing on goals that are attainable and realistic, savvy entrepreneurs know that the key to incredible success lies in creating lofty goals that feel out of reach—maybe even UN-attainable.
They do not strive to earn 10% more than last year. They want 50% or even 100% more. They stretch themselves. They find new—and better—ways to do things, so they don’t have to work twice as hard, but they remain open to the possibility of doing so—at least in the short term—when it’s necessary.
Of course, you cannot simply declare crazy goals and expect the universe to hand them to you. And that is exactly why putting aside those smart goals is so…smart. When you shun the attainable in favor of the “holy cow, how will I ever do THAT?” goal, you push yourself beyond those self-imposed limits and reach for the stars.
Sure, you might not double your income, but you are almost guaranteed to do better than a mere 10% increase. So, push your boundaries. Set big, audacious goals. Even if you fail, you will be much further ahead than those smart goals would leave you.
I look forward to reading what some of your big hairy audacious goals are below in the comments.
It is not enough to Dream of Success. It is not even enough to set goals.
The only way to truly achieve your dreams and build the business you’re meant to build is to sit down and just do it.
And that is where many of us…well, fail is a strong word. But it’s the doing that trips us up more times than not.
We overbook our calendars until today’s to-dos become next week’s past dues. We procrastinate on the things that are important while attending to things that are merely “nice to do.” And sometimes we simply take on too much—even when we know better.
The answer? Embrace these five productivity hacks that top coaches use to get more done in less time.
1. Rituals and Habits: Simply put, a ritual or habit is a consistent way of doing something. You have a morning ritual (wake up, brush your teeth, work out, shower, and head to your office), evening ritual (check homework, tuck the kids in, watch the evening news, and hit the sack), weekend ritual (sleep late, mow the lawn, catch a movie, visit your mom), and many others.
The trouble is, if you are not careful with your rituals, they can turn into productivity killers. Is checking Facebook or email a part of your morning ritual? Is turning on Skype a part of your at work ritual? Distractions such as these can turn even your best intentions into hours of wasted time.
Take a good look at your rituals. What are you doing that you should not be—or that should be moved to another part of your day? Make your rituals more efficient, and you’ll automatically get more done.
2. Calendar Management: Want to know how much time you really have available for that new project? Try blocking off time in your calendar for all your existing projects. Fill in all your client calls, your business administrative tasks, time for meals and breaks, outside appointments, and everything else you’re committed to. What’s left might just shock you.
Make it a habit to block time in your calendar for every commitment, and you’ll never again over-promise or over-commit.
3. Learn to Let Go: Here’s a news flash. You do not have to do everything in your business. You can (and should) hand off those low-level tasks to someone else. Hire a VA to create your documents and manage your calendar. Let your tech support person manage your blog and email. Turn over your bookkeeping to an accountant. The time you free up will allow you to work on what’s truly important—and that only you can do.
4. Work Hard, Play Harder: You are not a machine. You cannot work all day every day and hope to be at your best all the time.
Take a day off. Get some rest, or relax on a long, slow hike. Take a friend out to lunch. Go shopping with your kids. See a movie or a play. Do something—anything—other than work.
Not only will you return to the office feeling much more refreshed, but you’ll find yourself more creative and productive than before as well.
5. Focus: Multi-tasking is impossible. You cannot efficiently create a new product or program while you’re simultaneously surfing Facebook, keeping an eye on the kids, and answering the phone every time it rings.
Instead, use your calendar to block time off for important tasks, then turn everything else off so you can focus. No phone, no Facebook, no kids or husbands or neighbors or pets demanding “just a minute” of your time. Tune everything out, and you’ll find your work getting done much faster.
Managing your time and turning up your productivity is not something that comes naturally to most people, but when you learn to master this skill, you will find your business grows right along with you.
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Struggling to bring in new clients? Not sure what to do next in your marketing plan? There’s one simple answer you probably haven’t considered:
Write a book!!
It’s true. This one thing—especially if it’s an actual printed book rather than a Kindle or eBook—has the power to grow your business beyond your expectations. You’ll experience a whole new world of opportunities simply by having your name on the cover of a book.
Imagine you’re at a conference or local networking group and you meet two people who both specialize in business branding—something you know you need help with.
One says all the right things. She’s been in business for years and worked with some top-notch business owners. She has great ideas for how she can help you solidify your branding.
The other has a similar history and story, with one added bonus: she’s just handed you a copy of her latest book. It’s a professionally printed, substantial publication that practically exudes confidence.
Which expert do you think shows more authority in her field? The one with the book, of course. There really is nothing better when it comes to establishing your authority in any niche than having a book with your name on it.
So why does a book speak so highly of you and establish your authority so well? Because it gives you a platform to show off your expertise. It’s like being invited to present on any topic you choose on the world’s largest stage.
Not only that, but your readers are a captive audience. They’re listening—in that moment—only to you. That’s a powerful position to be in, and one that gives you an opportunity to really show off your stuff.
3. Market Reach
No matter how many readers Google sends your way, no matter how much traffic your YouTube channel receives, nothing will ever compare to the number of potential readers Amazon and other online booksellers can bring your way.
Positioned correctly, your book can reach millions of new readers, and thousands of potential clients. Combine that with the expertise and authority we know comes with being a published author, and that’s a recipe for success that can’t be beat.
4. Better Than a Business Card
If you’ve ever been to a conference, you’ve no doubt collected a stack of business cards. You get home and toss them in a drawer, and six months later you throw them out, without ever having contacted the people who gave them to you.
But if one of those people handed you a book instead, what happened? You’ve likely read it (or at least leafed through it). You almost certainly didn’t throw it away. And you remember it—and the person who wrote it.
5. Press Opportunities
Turn on your television to any interview show, browse through Huffington Post, or listen to any of a number of popular podcasts, and you’ll quickly see that most of the guest speakers and interviewees have written a book.
The fact is, interview shows depend on interesting, insightful guests to keep their audiences listening, and there’s no better applicant than an author. Writing a book will open up many, many opportunities for appearances that you may never have without your name on that cover.
Do you have to write a book to be successful? No. But there’s no denying the fact that a published author will find she has a much easier time growing her business than the professional who keeps putting it off until later.
Need help writing your first book, learn how to write your book in 30 days here.
Leave us a link below to your book or success story related to your book, Coach Deb
What makes you read a blog post or article or email?
Interesting stats? A clever turn of phrase? An attention-grabbing headline?
All of those things can pique your interest, but they won’t keep your eyes on the page. For that, you need a story.
As a coach, service provider, or blogger, your job is to craft a narrative that draws your reader in and keeps her interested. Do it right, and she’ll share your content with her friends and colleagues, greatly expanding your reach. Do it poorly, and she might read your post or your email, she might even buy from you. But she won’t remember you, because you won’t have made a connection.
Share Your Personal Stories
One of the best ways to build a relationship and grow your audience is to share your personal stories. Tell your readers how you got started, what lessons you learned along the way, and how your life and business were improved because of them.
Personal anecdotes don’t even have to be business related to have an impact. Did you notice a fantastic marketing strategy while standing in line at the supermarket reading the magazine headlines? Share the story. Did you learn how to treat customers better by dealing with your cell phone company?
By making the connection between a memorable event and your business, your readers will remember you long after they click away from your site or close your email.
Write Case Studies
Another powerful story telling technique is case studies. Tell your readers exactly what your client did to double her income last year, or how another client took your advice and grew her mailing list by 150% in six months.
These beefed-up testimonials (because that’s all a case study is) will keep your readers interested in learning more from you.
Connect Unrelated Stories in New, Interesting Ways
Want to really make an impression? Make unusual connections in your story. Share the struggles Frodo faced as he made his way to Mordor to destroy the ring, and how that relates to business today. Or talk about the squirrel in your yard that bravely defends his territory every time you take the dog out, and how it reminds you of your early days in business when you were convinced that competition was bad.
By making a connection between completely unrelated topics, you can quickly craft a blog post or email that will get readers thinking, and that they’ll remember for a long time to come.
Avoid the Awkward Segue
One word of caution though. Don’t toss in a story just because you think you need a “hook.” You’ll know you’re doing this if you can’t easily transition from the story to the purpose of your post or email. If you find yourself saying something like “OK, that’s enough personal stuff, now let’s get back to business,” you’re trying too hard.
Your stories should naturally flow into business, if you want to make a big impression. And trust me, when you get this right, you’ll suddenly find your posts going viral and your profits soaring.
Share your favorite learning story below, Nameste Deb
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What do top coaches, industry experts, and media superstars all have in common? They've all written a book. You can too. It's easy!