Is it Slow or Do You Just Suck? Tips from a Marketing Coach

I love this hilarious email from a national organization in my industry (below). It's how we all feel in a recession even though few will admit it: are we just untalented, unworthy of success, offer products or services that are not as good as our competitors, or do we suck at our job? Or is work just slowing down?

NOTE FROM THE ORGANIZATION (unnamed to protect the innocent sender from embarrassment):

"If any of you are wondering if it’s slow around town or maybe you just suck, well, it’s slow around town. Some probably do suck, but let’s just blame it on the economy so we can all feel a little better heading into the holidays."

If you're feeling like you suck, too, welcome to the club. If I'd not survived several recessions myself, and career changes, I'd not realize that one can learn to be super creative during this period, tapping skills or marketing talents you'd no idea you had.

WHAT'S MY STORY?
When I finally started making some cash as a musician, getting ready to audition for some great jobs, my solid silver flute was stolen by my college roomate's boyfriend who melted the silver to buy drugs. There was a 3 year waiting list to order another handmade pro model (built just to fit my embouchure- mouth) . So, while I had another non-professional model flute, I just couldn't perform at the same level or tonal quality and had to grieve losing the career I'd been groomed for my entire life . . . and then move on in order to pay my rent [survival is a great marketing teacher!].

I took my 'amateur' flute to write and perform 'incidental music' for live theatre. Surprisingly, I almost liked that more animated representation of my music than just performing on stage. And I didn't have to be locked in a practice room for hours each day perfecting my skill - a very hard discipline for a social person. I found a new vitality to this type of music, and discovered 3 career hops later that I actually use the essence of music in my marketing today- creating ideas for clients, intuiting a deeper understanding of their business and potential markets. See, it's all about creative thinking and taking action.

And this example is NOT really about me, but shared so you'll extrapolate and use this 'understanding' in your own marketing during this critically tough time.

FINDING CLIENTS IS LIKE MAKING MUSIC, HUH?
In marketing one's business, the secret is to couple analysis & business experience with abstract imagination to find that key essence in your product or service. That's how you attract those who need what you offer - forming a kind of harmonious existence, just like playing in an orchestra. This is a critical path to recession proofing your business. You'll get into a rhythm of discipline outreaching to help those types of people who need your talents, skills, understanding, wisdom, connections, resources or "offerings".

So, where do you meet them? Just pick up the paper and start a bit of networking, thinking of it as a gift to help you find people who need what you offer (scroll down to find the 'networking tips' report). If you need some tips to inspire your OWN creativity, consider marketing as a sort of 'spiritual' practice: like music which requires deep thinking, good listening for harmony, attunement with others, clarity of pitch, passion of delivery, and practice, practice, oh-so-rigorous practice. Then apply those lessons to your own business. If you can't make it happen yourself, let our Marketing Coaching guide you to 'symphonic' bliss.

That's what I've learned weathering 3 recessions. And no, you don't suck. The economy does. After all, Knowledge is Bliss. Ignorance is just an expensive mistake.

Do It Yourself SEO

If you've been told by a web designer that they know how to "optimize your website", then ask them how many sites they've got #1 on Google for that business's 'category', not just their 'name'. (i.e.; the 'category' of 'dentist', not just #1 for their name like "Dr. Jones Dentistry"-- anyone can do that!)

Chances are, they really aren't SEO specialists even though they really believe they know how to do SEO.

It's quite sad to see so many people being misled by misguided designers. I don't think they're lying to people, they just don't really know that search engines change how they rank sites so the (nonwritten) rules change daily. And if you're not following the changes, you're certainly not an optimizing expert.

YOU CAN LEARN SOME SEO TECHNIQUES
The good news is that I'll be teaching what SEO is really about and some do it yourself tips to improve your ranking at this upcoming webinar with my hostess, Caterina Rando on November 13th: http://www.attractclientswithease.com/allisonblissevent.htm


Sign up now before it sells out! Happy Halloween!

"The Feminine Business Model?"

I wonder if this radical shift in our economy recently can force us to shift our business models a bit? My colleague, Sasha Sabbeth, a Leadership Soul CoachTM in the Bay Area, recently suggested some of the principles she advises for transitioning to a ‘feminine’ business model. While I’m not sure of the gender, certainly it seems to me the ideas are ripe for our times and worth mulling over as we plan our business development:


• To get what you want in work, give up the ‘masculine’ war model requiring one person wins at the expense of another. The recommended alternative is to craft your suggestions (or pitch ideas) from the ‘feminine’ model showing how your idea is for the greater good of all concerned.


• Bring your intuition and compassion to the forefront of your business, without solely relying on rational, material proof, or digital thinking. The old style of doing business is about using force and power rather than reliance on inspired action.

Sasha shares her top tips for success in today’s world:

Succeed In Sync With Your SoulSM - find your fastest access into your intuition, your values, your passions, and your sense of life purpose destiny.

Honor your soul. Identify your passions, purpose, deepest values and intuition. Then craft yourself and your life so that you are bringing a dauntless commitment to live your life by those 4 elements. That way, regardless of what happens in your life, you will be able to have these principles guide you.

How Our Spirit Affects Our Marketing

I think I've found the 'real' secret to marketing: it's about clarifying exactly what we offer and who we really want to attract, NOT just how many dollars we want to earn. In fact, earnings are not what is really satisfying - ask any megamillionaire (I've interviewed many of them).

What is satisfying is helping those you truly care about. And of course, making that into a profitable business.

So, I've been testing my experiences around this "marketing as a spiritual practice". Here's a few ideas, along with an experience from a client today:

1. when you talk about or plan your marketing with an expert - or write it out yourself - you're beginning to manifest your goals. You're 'putting out to the universe' the ideas you have, and by speaking or writing, you're clarifying them so you can sell them. Naturally, getting expert advice just saves you time and money so you reach your goals more quickly with less mistakes - but you already knew that! **

2. meditate, go for a walk, take a shower or do whatever it takes to clear your head of your 'to do' list and just imagine who your perfect clients would be: smart, fun, appreciative, young, old, musicians, teachers, or whatever it is you deeply enjoy in those you help. By clearing your mind and just visualizing this, you're already starting to make it real, gain clarity for your outreach, and sometimes it even happens really quickly.**

3. At the risk of sounding very California airy fairy, I'll tell a secret: I actually say a prayer or light a candle or perform some kind of ritual that has meaning for me after I meet with a new client. Plus I visualize the results I recomend to them coming to pass while I'm writing out their marketing action plan with an intention of accelerating their dreams into action.

Does it work? Well, read John Scott's reaction from "Modern Vocalist" below. His company offers voice coaching and a fascinating technique he calls "Voice Yoga" that significantly improves singing. But he offers more than that: job coaching for singers, a venue to perform, and a sound recording studio. Now THAT is a full package a singer could really benefit from, don't you think?

** Dear Allison,

I just had to tell you what happened after our first marketing meeting. I went home, and met my perfect client. A talented singer songwriter who has an incredible voice, excellent music skills, and is ready to record his first album. And he not only signed up for weekly sessions, but also bought my package of instructional videos. It was a like huge affirmation that I'm on the right track!

Thanks for the amazing coaching!

-John D. Scott

If you wish to contact John, email him at: support@modernvocalist.com

WHAT IS YOUR EXPERIENCE WITH THIS?
I'm alway eager to hear what works for business - knowledge is bliss, after all! Look forward to sharing your comments with my readers.

With sincerity, Allison

"Every Entrepreneur's Dilemma"

Twenty years in business and I still find myself in the 'entrepreneur's dilemma' - I have the time to make changes to my website, but not the money. Or when I have money pouring in, I've no time to improve my business.

I might get stuck on this issue and not do anything if I'd not seen it crop up and slap me in the face so many times. I've now learned to slap back.

While I put cash in reserves to try to resolve this dilemma, there just always seems to be more need than cash.

So, today I'm starting something new: I'm spending the money on items I need to improve at the same time I'm starting to put 'out to the universe' a request for more cash or income. I'll let you know what works, if anything does.

And I'd love to hear how you handle this, too?

Email Communications are Faltering

We all know that our tendency to open email from those we don't know has lessened over the years. Here's a study from Jupiter Research showing an alarming fact: "22% of e-mail users said they use social networking sites instead of e-mail, with scores more indicating they have used instant messaging (IM), text messaging,and cell phones instead of e-mail."

So,while this is consumer research, those of us handling business to business marketing- B2B - (selling services to other businesses) need to take heed of these trends. Why? Because I find that the consumer trends filter down to us B2B folk in a few years -time to prepare for this.

If you're not using other strategies for outreach and marketing communications, you're in for a rude awakening. I'd love to hear what's working for you. And if you need ideas or help you can certainly contact our agency.

If you need to know how to build a mailing list for e-news campaigns, take a look at our special report that shows you this step by step process.

Have Your Website Do The Work For You

We all work too hard leaving too few hours of time to ourselves.

So, here are some ideas on my recent marketing coach article about how to save time by having your website work FOR you.

Here's an example:

Provide detailed descriptions of how your services work. Or, make sure your site can “answer” the 5-10 most common questions people ask when they want to know what working with you (or your product) will be like, and how to get started.

Don’t make potential clients sift through annoying FAQ pages – it’s the lazy way out.

If you have the proper info, your sales will increase: Your prospects won’t have to wait for you to respond, and they’ll get a better sense of whether your service or products meet their needs (or not). Make your website work to deliver that information. Here’s an example of how my marketing coaching package answers common questions.

Put your prices online
Don’t make your visitors ask. You remember the old adage, “If you have to ask how much it is, you probably can’t afford it”? Well, it’s likely that many of your site visitors are thinking the same thing. So make it easy for them.

If you’re worried about your competition finding out your pricing, you’re probably not confident in what you’re offering and whether it’s a fair price. In that case, our “Knowledge is Bliss” business evaluation can get you on track. (see our website for prices and details) and use this as a guide on how to build pricing for your own site.

What works best for your business? We love your ideas and opinions which you can leave by clicking on the 'comments' link below. Perhaps we'll feature you and your ideas in an upcoming article for the media. After all, "Knowledge is Bliss" & ignorance is just, well, expensive!

“Green your business for better earnings”

81% of consumers prefer to purchase from companies with a 'green focus'. Don’t you prefer to do business with those kinds of companies? Of course, that concern is so top of mind for most of us now that Al Gore has taught us the deeper truth.

I made a big mistake.

I stopped promoting the 'green' purpose of my own company figuring it sounded like 'marketing hype', I now realize the error of my ways -- I'm not really speaking my truth if I don't let people know my beliefs and help my own clients bring a green focus to their worthy businesses. Especially, when change is often very easy. . .

Here's a simple example: I asked my gym to switch to a greener floor cleaner when the chemical lysol smell gagged me after ramping up my heart rate on my spinning cycle. They were happy to make that change not realizing how it bothered customers in a 'health' club -- funny isn't it? They laughed too and immediately switched cleaners and then started PROMOTING how green their health club was. See, easy change, big difference for me! And judging by the dozen sweaty club members who winked at me when I made that request, the club probably saved a good chunk of revenue (over time) too.

We all want to make a difference. So, I contributed content and examples to this article for the East Bay Business Times to stimulate ideas on steps we can all take—large or small.

I’d like to add a comprehensive list to my website for my clients and readers of my blog. So, please write a comment below to let us all know what you’re doing so that you inspire us to go just that much further in our efforts.


Remember: “Knowledge is Bliss” and lack of it can get you into trouble 

Great Ad Campaigns Aren't Enough

I just read that Kaiser, the behemoth healthcare association in California, only signed up 100,000 new members last year. And that despite their fabulous ad campaign about 'thriving' using Allison Janney to voice over clever scripts about how eating blueberries and staying healthy is Kaiser's mission. Well, of course it is. If you stay healthy, Kaiser saves money. Still, it was such a nice campaign, don't you think?

It seems to me that Kaiser must have one awful sales force of brokers (or they're not incentivized enough to sell Kaiser) if they can only find 100K new members. As a small business owner, I can authoritatively comment on the awful selection of health coverage today--insane prices for awful coverage. Or programs that are so confusing to understand you can't possibly get your value from the coverage. Or insurance providers like Aetna who loses every claim one submits, has the absolute worst customer service and earns their money apparently by ripping off customers.

Sure, this is a rant, but there's a marketing lesson here. Advertising alone just doesn't work. A successful company in today's world needs a great product with decent customer service, great marketing and a solid sales force. If Kaiser can't even get it right in this aging baby boomer society of ours, who can? I think it's the small businesses who are filling these needed niches. What do you think?