Tag Archives: Brand

Do You Relate to Your Business Like It’s a Slot Machine? 5 Steps for Increased Sales, Revenue & Profits

Having spent the weekend in Las Vegas, I had a chance to engage in one of my favorite forms of Las Vegas entertainment, playing the penny and quarter slot machines.

I just about doubled my modest $25 ‘investment’ and kept myself thoroughly entertained for a couple of hours. By Las Vegas standards, that was a good ROI.

It got me wondering about the allure of slot machines.  I think it has to do with the suspense of the ‘hunt’ and the thrill of the win. It’s a similar dynamic.

“How do I find my best prospects?”


“What does it take to win them over?”

If you treat your business like it’s a slot machine though, you could be suffering from some serious problems.slotmachine6

1. Feeling like you’re not in control
2. Trying lots of strategies but unsure which ones will really work
3. Worried about if and when your big payout is going to happen

Here are 5 ways to win at business and improve your sales, revenue and profitability.

1. Focus on your core strengths

Many people suffer from the I-have-lots-of-strengths-interests-and-abilities syndrome.  I grapple with this one sometimes myself.  You may find that you’re afraid to focus because you’re worried you’ll be leaving dollars on the table.

Actually, the opposite is true.  The more you focus, the easier it is for people who need you to find you.  So define what you do best and organize your business around that.

2. Know who you best serve

Similarly, many of my clients are reluctant to select a target market thinking that they’ll make less money if they don’t do everything all of the prospects in the world need.  Again, not true. Trying to serve to many people will keep you scattered, spreading your efforts too thin.

It’s easier to find specific groups of people and it’s easier to market and sell to them because you can say all of the right things that will grab their attention.

3. Listen to your clients & prospects

In order to grab their attention, you have to be speaking their language and this requires that you know what they’re talking about.  A lot of business owners make the mistake of creating products and services JUST because they’re good at it without knowing if the market is at all interested.

4. Understand their pain

When you listen deeply to your prospects and clients, you can learn what keeps them up at night.

You’ll get a visceral experience of how they’re suffering and where you can help.  You can better empathize with them and show your concern for their situation in a more authentic way.

5. Offer solutions to conquer their pain

Once you know the things you excel in, who most needs you and what their problems are, you’ll be able to offer them the perfect antidote to their dilemma and they will thank you for it while eagerly snapping up your products and services.

When you follow these 5 steps, you’ll be more strategic about your business, you’ll stop dropping coins in any random slot machine and your payout of more and bigger sales will just happen naturally.

5 Things You Can Use for Visibility & Free Publicity

I am adopted and met my siblings, cousins, aunties and uncles for the first time in 2002. Meeting them was an amazing experience and will be the subject of my third book. Stay tuned for that.

In any event, there was a time when I didn’t talk about being adopted. I was embarrassed. I thought something was wrong with me, but once I worked through those issues and opened my mouth about it, I was absolutely dumbfounded by how many other people’s lives have been touched by adoption. They’re everywhere and many have just as amazing stories as I have.

It got me thinking about what you might be keeping under wraps that might actually help you market your businesses. Now you’re probably wondering how on earth my adoption or something personal about you fits into marketing your business.

You probably already know that people do business with people that they know, like and trust, right? So how do you think they get to like you? It’s by getting to know the more personal parts of you.

I’ve had several conversations with business owners and managers lately who struggle with revealing the more personal parts of themselves. Yet, doing so is key to building strong relationships.

I interviewed Laura Holka, Producer-AZTV last spring and one of the things she said was key to getting free publicity was having a ‘hook’. Hooks are characteristics that make you unique or interesting. We all have things like that, but we often discount their value in branding or marketing our business.

A couple of years ago, I attended a meeting for the National Speakers Association in Arizona and our presenter spoke about growing up the ‘baby’ in a huge, boisterous family. He uses pictures of his family and has branded his marketing consulting practice as “Being Heard above the Noise”. There are tons of marketing consultants in the world, but I will probably never forget his brand.

So start thinking about what’s special or unique about you.

Do you/did you:

1. Grow up in an interesting place?

2. Have an unusual hobby or talent?

3. Have a strange nick name?

4. Have a weird job when you were young?

5. Have any distinguishing physical characteristics?

Items like these can be leveraged to help you stand out from the herd, get heard above the noise and carve out a place for yourself and your business in an increasingly crowded market. So figure out what’s special about you and build your brand and marketing messages around it.