Tag Archives: marketing tips

Turn the “Scorching Hot Sweet Spot™” in Your Business or Career into Cold Hard Cash

One of the biggest complaints I hear today is that people aren’t getting the recognition they deserve. Whether they are a corporate professional looking to move up the ranks in their career or a business owner looking to land more lucrative clients and contracts, they’re struggling to distinguish themselves in an authentic and profitable way.

Recently, I’ve honed in on what it takes to turn what I call “The Scorching Hot Sweet Spot™” in your career or business into cold, hard cash! Once you’ve mastered that process, you’ll attract better clients, gain more recognition in the office, feel way more confident, set yourself apart from the herd, stop worrying about the competition and earn more money.

It’s a simple model. Think back to your high school algebra or logic class to the phrase “Venn Diagram”. The Scorching Hot Sweet Spot is at the intersection of 3 concepts:

1) Your expertise and passions
2) Your customers needs
3) Your offer, well-timed



Your expertise and passions
It’s critical you know what you’re really good at and it’s likely that you don’t. If you’re like most people, you undervalue what you know. When something somes naturally to you, it’s easy to assume that everyone is good at it too. Nothing could be stronger from the truth.

Take a trip down memory lane and ask yourself what you loved to do as a child or teenager. Recall the kinds of things people have asked your advice on over the years. When you’re clear about your expertise and focus your business or career around the expression of that expertise, you’ll be effective and experience less struggle. Work will feel graceful and full of ease. If you aren’t aware of and don’t effectively market the value of your skills, you’ll sound like everyone else when competing for clients or jobs. You’ll seem like a commodity and be easily replaced by someone with a lower bid.

When you focus on what you’re passionate about, you’ll also experience a feeling of fulfillment and joy. Time will fly by because you’re doing what you love.

Your customers’ needs
People will pay good money to someone who is perceived as being someone who can help them solve their most urgent issues. You have to know what keeps them awake at night and how your ‘magic’ will let them rest more peacefully. If you aren’t aware of their problems, your marketing messages to them will sound like that Charlie Brown teacher “Wah, wah, wah, wah, wah, wah, wah”. They don’t care how cool your process is. They only care about their pain and getting rid of it.

Your offer, well-timed
You must have a specific methodology you use to help solve those problems. That’s your “offer”. Having a trademark system in place gives you more credibility and positions you as an expert. Even if you’re an employee, you probably have a certain way you go about solving problems. When you can describe and name your process, it’s value goes up. It’s one of the steps I take my clients through in my VIP “Monetize Your Niche” and “Be Dream Job Ready” private consulting days.

The second component of this is the ‘well-timed’ part. You could have the most compelling solution but if it fixes a problem they’re not having now, you likely won’t get the sale. You must learn to recognize the buying signals that foretell a prospect is ready to take action.

When you clarify these three concepts and implement new activities in your business, you’ll be on the way to pushing more cash in the bank!

Using Video Marketing to Build Your Personal Brand

I learned a ton recently about creating videos.  I’ve also been studying how to use videos for marketing yourself and your business online.

Watch this video and then read the tips that follow:

1. Use an interesting (but not too distracting) background.
Having a background adds visual interest. Make sure it’s attractive, neat and adds either credibility or fun.

2. Use natural sunlight if at all possible
Natural light is the very best. It’s much cheaper than having to buy studio lights and works better than artificial light.

3. Add an opening title slide and credits or a call to action at the end.
These items will make your video look more professional.  The call to action is what will drive traffic to your website if that’s what you’re trying to get people to do.

4. Include occasional comments to highlight certain points.
It’s easy to add text in Windows Movie Maker Live and iMovie.  Again, this makes your ‘production’ seem more polished and professional.

5. Optimize your video for the key words you want to be known for.
YouTube is one of the most searched websites online. When you optimize your video by including keywords in the description and tags, people who are looking for what you’ve mentioned, will find your video more easily.

6. Use variety.  Add a few special effects.
Variety will stimulate the minds of your viewers and keep them watching through to the end.

7. Be entertaining, not just educational.
When people are having fun or being deeply moved, they’ll stay engaged.  Even if you’re training them on something, they’ll remember your message more if it engages their emotions in addition to stimulating their brains.

Video marketing is becoming the standard medium for branding and online communications.  Make sure you incorporate this strategy in marketing plan.

Is Your Brand Increasing Your Sales or Killing Them?

mercedes-logoI talk with a lot of marketing strategists who extol the importance of branding for a company’s success but it’s like pulling teeth to drag most of them down from the conceptual clouds and get specific about exactly what they mean.

Every company has a brand whether you’ve proactively designed it or not.  Your brand isn’t just the way you present your company; it’s how you’re seen in the eyes of your prospects and clients.

coke_logoMost of us recognize the highly advertised brands like Coke, Mercedes Benz, Nike etc., but someone the connection between what those big companies with huge advertising budgets do doesn’t clearly tell  smaller business owners what they should do and why.

According to Rob Frankl, “branding is not about getting your prospects to choose you over your competition; it’s about getting your prospects to see you as the only solution to their problem.”Nike-Logo

Here’s what I discovered when I went on a quest to clear up my own vagueness about this topic.

There are 3 major components of a brand: content, style, and graphics.

Content derives from your values, beliefs and key messaging you deliver to the marketplace.  What do you say about your company or products and services?  Why are those things important to you?  Do your ideal clients actually care?  How do you know?

Style reflects the personality of your brand or firm.  Are you intelligent, fun, stodgy, casual, conservative or out in left field?  Again, is there a style to market match?  You need credibility with your marketplace and the way you ‘behave’ in your market will either attract or repel them and determine how much they trust you.

Graphics is all about the visual, physical representation of your company. It includes colors, font, logos and photography.  It is the first thing people tend to focus on and create but really should be the outflow of the first two components.

You must know who you are but if you create your brand just based on your internal interests, you could miss the mark by a mile.  You must also thoroughly have and understand your target audience before you attempt to ‘present’ yourself to them.

It your brand is appealing, it will make people want you.  Real branding raises your bottom line revenues, lowers customer acquisition cost, increases customer retention and profitability. So review the way you’re portraying your company, check with your clients and prospects to understand how they view you and if you’re confident you’re sending the message you intend, market the heck out of it (in all of the right places, of course)!

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.

Are You an Ostrich Or an Eagle in Your Marketing?

ostrich-head-in-sandThe ostrich is the world’s largest bird.  It can run at speeds up to 43 mph.

Contrary to popular belief (and apparently contrary to this photo), ostriches do not hide their heads in the sand at the first sign of trouble. According to the National Geographic, ostriches lie low and press their long necks to the ground in an attempt to become less visible.

soaring_eagleEagles on the other hand, tend to cause trouble for others.  They get many of their meals from fishing, scavenging or even stealing their meals from other predators.

Are you striving to lie low and wait for the economic rebound to take hold? Or are you on the hunt for opportunities?  I’m not suggesting you steal from others, but do recommend you become more proactive at seeking out your next client.

Here are some simple actions you can take to create more revenue opportunities for your business:

1. Stay in touch with prospects and clients. Even though they may not be buying from you right now, they are more likely to reach out to you when they do start spending if they remember that you exist.  People are bombarded with messages all day long through the media, email and face-to-face interactions.   If your name, face or logo aren’t in the mix, it will disappear into the background and you’ll lose out on potential future business.

2. Create partnerships with kindred spirits. Find people/businesses that sell to the same market that you serve and package your services in unique ways that others can’t match.

3. Upgrade/update your offer. F ind out what specific problems your market is suffering from right now that you can help with.  Design something new to meet the current trends and issues of the day.

Simple targeted acts can make a big difference.  It’s action that matters.  Jay Conrad Levinson, Guerrilla Marketing, said “Consistency and persistence will pay off better than occasional brilliance“.

Take consistent action even if it’s not the perfectly though-out mega plan in your head.