Archive for the ‘Marketing Classics’ Category

By Denise Michaels, Author, “Testosterone-Free Marketing”

• Do you have a great idea for a business but haven’t launched it?
• Do you feel you don’t know enough about marketing?
• Have you started a business but it hasn’t grown as you hoped?

You’re in good company. Everywhere you turn women are starting businesses leaving behind the corporate world and affording them the opportunity to enjoy greater freedom and more time to share with the people they truly care about. In fact, women are starting businesses at double the rates of men.

I’ve coached thousands of women entrepreneurs and many mistakenly believe if a product or service is of high quality it will sell itself. Not true. If you forget to focus on marketing and selling you don’t have a business – you have an expensive hobby.

There are many ways new business owners can spend money on marketing with no guarantee of results. There are so many choices. Expert guidance working with someone someone who has cracked the code can greatly improve your chances for success. Entrepreneurs want hands-on, step-by-step information that makes your life simple without putting demands on your time.

One of the many marketing ideas I help attendees discover in my workshops is “The Five C’s of Marketing”. They include:
• Love your Customer
• Be Clear
• Do marketing that’s emotionally Compelling
• Be Congruent
• Avoid Confusion

Love Your Customer
This means more than great customer service. Most people are so caught up in their product or service, they never determine who their ideal customer is. They waste time trying to attract everyone, educating skeptics who will never buy, rather than focus on individuals who are perfect for you.

When I ask, “What makes your customer or client tick?” they are at a loss for words. Their energy is going into learning about the product and not their customer.

It’s easy to get caught up in the passion of a product, process or idea. There is no risk or rejection. Determine what you do and who you do it for takes vision and love.

Be Clear
Create a succinct, passionate message. Many people call this “an elevator speech.” If you were on an elevator and noticed the one person who could boost your business, what would you say? If you can’t sum up who you are and what you do in thirty seconds, you’re unclear. Figure it out and offer it how they want to receive it. Clarity will help you attract more ideal customers.

Do Marketing That’s Emotionally Compelling
Your experience of how you overcame obstacles with your product of service can be compelling. People see themselves in your story and think, “Wow! If it worked for her it could work for me.” Marketing should make people say, “I gotta have that.” It tells a story of how you or others solved a problem in an emotionally compelling way.

Take a fresh, new look at your customers and the problems your product or service solves as well as the benefits you offer. Create an exciting marketing message that will build cash flow. This is what I help people do.

Be Congruent in Your Marketing
Being congruent means more than just walking your talk. People sense when the smallest nuance is out of place. You may not even be aware of it, but nothing flows because you’re trying to attract the wrong people. This creates a disconnect between you and potential customers. Get your marketing message flowing in a congruent, clear direction towards the people who are ideal and it will become easy.

Avoid Confusion That Results in a “No”

A confused mind always says, “no.” If your message is confusing people will say “no.” You could have exactly what they need but if they don’t understand how it solves their problem the answer will still be “no.” Read through every word. Look at every message you’re putting out whether it’s verbal or non-verbal and look for little things that might confuse your ideal customer and either change them or eliminate them.

Carpenters often say “measure twice and cut once.” In a way, marketing is like that. When you take time to figure out who your ideal customer is and how your product or service is right for them you will have cracked the code that will lead to greater success and more freedom and fun in your life.

By Denise Michaels, Author, “Testosterone-Free Marketing”

This is the second part of a two part article on my top ten marketing tips. Read them and commit to memory.

6. Don’t Rely on Word-of-Mouth Advertising

When I ask new entrepreneurs how they plan to market their business they frequently reply, “word-of-mouth.” Yes, it’s one of the strongest forms of “advertising”, but you could starve waiting along the way. To me it means they have no marketing budget and no clue. There are free and inexpensive options out there. Create joint venture partnerships, network online, get articles in ezines. Do something!

7. Build a Clear Marketing Message

A confused mind always says, “no.” As you create your marketing message ask several people to read through what you’ve written to see if it’s clear. Listen with an open mind. If they have to ask you questions, your message is unclear. If you must explain something, that’s information that should go in your sales letter. If they’re ready to buy, you’ve got a winner.

8. Make Cause and Effect Links

Don’t just tell them a feature or benefit about the product. Tell them how that feature or benefit will make their life better. People are busy and stressed these days. They often don’t have time to make the connection. If you don’t show them how your product or service will improve their life in a real way, who will? Don’t expect them to sell themselves.

9. Create Joint Venture Partners

Team up with people who have something you want and you can offer value to them. Look for ways that you can help each other building BOTH of your businesses and customer base. Always look for joint venture partners who provide products or services that are complimentary and not competitive. You can help your customer or client more by pointing them to people who have things they need but you don’t offer.

10. Test, Test, and Test some More

Find out in a small way if people will nibble at your idea before you spend a lot of time or money on it. Talk up your idea. Many people will give you surprisingly good input. Gauge their reactions. Post clues about your idea on a message board in an appropriate way with people who you think might be your customers. Ask, ask, ask and then listen openly.

Discover more about Denise at Empower U Academy and Mentoring with Denise. And if you’re going to be in Las Vegas on Monday November 2nd come to my “No-fluff, Testosterone-Free Marketing Magic Workshop.” Click here for more information and to register today.

By Denise M. Michaels, Author, “Testosterone-Free Markieting”

These ten tips are absolute classics and something every woman home-based business owners needs to not just know but absolutely let it sink down into your bones. Many people think they KNOW these basics but it never hurts to let ‘em sink in a little deeper and find creative ways to let ‘em permeate your marketing message and everything about your brand. It would even be a good idea to print them out so you can see them over and over. I’ve posted the first five of these ten tips and tomorrow I’ll post the second five of the ten tips.

1. Know Your Market

Many entrepreneurs have no clue who their customers are and why they really buy their product. If you say, “Everyone is my market,” unfortunately no one will be your market. The more specific you get about the kind of person who buys your products or services – the more you can zero in on the perfect message and venue for that message that will make those people stand up and take notice.

2. Create Your Product or Service Around Their Needs

Some people come up with something they believe is a great product but they never take the time to determine what needs it fills and what problems their product solves. They talk about features and gizmos no one really cares about. That’s an expensive mistake. Find out what problems your customers have that are in need of a solution. Not the other way around.

3. Offer Real Value

Ask yourself, “Would you buy it?” And, “Would you recommend it to your best friend?” Make it a value that’s too good to pass up. Don’t undercut yourself. You deserve to cover your costs and make a fair profit. If people aren’t biting, don’t assume the price is too high. Instead assume maybe you’re not doing an effective job of communicating the value.

4. Be Passionate

Your enthusiasm, positive energy and problem-solving skills are sometimes exactly what it takes to save the day and the deal. Also, chances are what you offer is something you’ll be offering for a long time. Be passionate first about serving the customer, not just from a customer service standpoint but also in the marketing message you create.

5. Love Your Customer Not Your Product

It’s easy to love your product. Perhaps you use it personally. Maybe you enjoy the features and benefits. But, cash flow doesn’t come from the product. Your product can’t love you back. It also can’t reject you the way you might feel a customer can, either. Learn everything you can about customers and potential customers. Ask questions. Let that caring reflect back to your customers in your marketing. They will “get it” and want to do business with you.

This is Part One of a two-part article. Part Two will appear tomorrow.

Discover more about Denise at Empower U Academy and Mentoring with Denise. And if you’re going to be in Las Vegas on Monday November 2nd come to my “No-fluff, Testosterone-Free Marketing Magic Workshop.” Click here for more information and to register today.

By Denise Michaels, Author, “Testosterone-Free Marketing”

These simple marketing rules were written with women home-based business owners in mind. Whether you’re marketing a product, a service or a business opportunity they all hold true and these rules can help you enjoy greater results and more cash flow in your business. Here goes:

1. A confused mind always says, “no.”
This means if there is ANYthing about your product, service or business opportunity that your prospective customer doesn’t get – they’ll say “no.” It could be a feature or a benefit – but it also could be just one single word or a phrase. Strive for clarity. Say things so your message resonates with them in a way that’s clear and understandable. To get results – marketing should never be about you – it should be about what’s clear and compelling to your ideal customers. If they don’t “get” a word, a term or a feature – you’re outta there. Marketing communications or a sales pitches most of the time should be communicated at an 8th grade level or less. And don’t use jargon unless you’re 100% sure your meaning will be understood.

2. People have to need it, want it and be willing to pay for it to be your customer.
Often I see home-based business owners with a great product or service, however they offer it to the wrong people. Maybe they’re intimidated when they think about approaching the right people. Maybe they believe they can convince the wrong people to buy what they have. Nope. Sorry. I learned from a very savvy business woman and bestselling author that, “If you think everyone is your customer – no one will be your customer.” Be more picky about who you do business with. Don’t go after the people who love it but never have any money – go after the customers who need it, want it and are willing to pay for it.

3. Stop spending your time and energy trying to impress others. Instead, spend your time and energy being impressed with others.
What does this mean? Well, if you ever go to networking meetings and events there’s a very good chance you try hard to impress people with who you are and what you do. You dress your best, figure out you’re elevator speech. These aren’t bad things – but it barely scratches the surface. Instead, when you take a genuine interest in others and ask questions – they will be impressed with you! So turn it around and stop worrying if you’re having a bad hair day or you have lipstick on your teeth.

4. People buy based on emotion and they back it up with logic.
You may have never thought about this before but politics is all about marketing. The candidate who leads with his resume and why he or she is the most experienced and qualified person for the job usually goes down on election day. In contrast the candidate who has an emotionally compelling message that goes straight to the heart and then backs it up with his or her qualifications is more likely to captivate voters. You may have never thought about it but chances are you have an emotionally compelling story that will catapult customers to your side when you back it up with features and benefits they like. Use your story.

These four simple marketing rules are just a start. If you truly take them to heart they will help you to get greater results with prospective customers and more happy “yes” answers from customers. Working with a marketing mentor can help you discover customized ways to leverage these four simple marketing rules so they work amazingly well in your business and you enjoy more success.

Denise Michaels is a marketing mentor, trainer and author of the business bestseller, “Testosterone-Free Marketing.” Find out more about her at her websites below:

Marketing with Denise
Empower U Academy – Get marketing and empowerment tips here!
Get Testosterone-Free Marketing
My Copywriting Ebook

By Denise Michaels, Author, “Testosterone-Free Marketing”

Be passionate.

As a business owner: your enthusiasm, your positive energy and your problem-solving skills are sometimes exactly what it takes to save the day and the deal in a business transaction. Passion can actually be a great part of your marketing as a woman. Also, chances are what you offer is a product or service that you’ll be offering for a long time. It’s important that you love your product and believe in it – but it’s even more important for you to love and believe in your customer.

Be passionate first about serving the customer, not just from a customer service standpoint after they become a customer but also in the marketing message that you build before they become a customer. Don’t fall in love with your products (in terms of where your time and energy goes) fall in love with your customers – their needs, what matters to them, how you can help. For many women business owners we have a tendency to wait a little bit until others sort of draw us out and approve of what we do. Passion says, “I’m sold on this. I’m enthusiastic about this. I’d love you to be, too.”

One of the things we love about famous people is their passion: consider the intensity of Donald Trump, the mirth and ease of Jay Leno, the conviction and honesty of Oprah Winfrey and the outrageousness of comedienne Joan Rivers. All of them have a “brand” with their look, their personality and the way they come across to others. We like them (or not) because we know what we can expect with them consistently. You have to own it, be it and work it. When you believe it and convey your convictions others will be drawn into your passion and want to do business with you as a result.

If something doesn’t quite work the way you’d like it to at first – don’t blame your customers for “not getting it.” They are never to blame – the responsibility belongs to us as the business owner to help them “get it.” Your target market is the final arbiter – the problem isn’t about them. It’s about you and your message. Be passionate enough to discover the best way for you to get through.

PS: Get your personally autographed copy of Denise Michaels business bestseller by clicking here. And, you can get her free tips to help you be marketing savvy and more confident as a woman business owner at Empower U Academy.

By Denise Michaels, Author, “Testosterone-Free Marketing”

Lately I’ve been busy. It’s better than being bored – but it’s also important to decide if your kind of busy is “smart, profitable busy” or is it “just keeping busy.” I try to be aware how much time I spend on marketing, servicing clients, long-range strategic planning and just daily maintenance stuff like catching up with emails, etc.

Don’t get stuck like many women do, “in the thick of thin things.” Or spin your wheels, wasting valuable time on work that’s of little consequence. No wonder you end up feeling like success is elusive and you’ll have to keep working harder and harder to achieve only marginal gains. It can do a number on your confidence level, too.

Though most of my clients come to me from online, this year I’ve focused a lot of attention on becoming more well-known in my local area of Las Vegas. That means online and offline networking. Traffic building online (I have four sites and this new blog) and building a “fan base” offline locally.

Most of my marketing mentoring clients come to me from online. Most of my book sales and workshop sales come from offline. Currently I have several projects I want to build up a head of steam with. Especially my Empower U Academy site – it’s brand new and time to implement my marketing plan. Also, I have a marketing workshop coming up Monday November 2nd to fill. That doesn’t include regular marketing and book mentoring clients, bringing in new clients, networking, writing for this blog. Going to the gym. And oh, once in awhile it’s nice to spend a little quality time with my husband, Ernie. There’s a lot on my plate.

One thing I’m working to improve in my business is systems. Because I’m a writer and a creative person it’s not where my energy naturally goes. However, I’m cognizant how important it is to have systems in place. So when business comes in you have a way of handling it without throwing your hands up in the air and falling into a blithering heap of overwhelm. Without systems in place this is a very real possibility.

So, how do you do it? Well, as I just said in the last paragraph this isn’t where my energy naturally goes so I’m not an expert. One great suggestion is to get one of Michael Gerber’s “E-Myth” books. Start with “The E-Myth Revisited.” Its a fast, easy read.

Here are a couple over-arching aims when it comes to systems. Think about the orderly process of a sale and what that process should be like for your customer. Then think about the experience of doing business with you. From start to finish. You want the experience to be fairly consistent and congruent from one customer to the next. And, if the person providing the experience isn’t necessarily you – how would you bring them up to speed? Systems are created from the place of what you want the experience to be like for your customers.

You know what it’s like when you refer a friend to a great restaurant. You tell them what a wonderful time you had. You share about the amazing food, the ambience and the stellar service. A few weeks later your friend says, “I don’t know what happened but that isn’t at ALL the experience we had.” Then she tells you about the undercooked food and the lackluster service. You feel bad you referred her and make a mental note not to refer anyone else. The experience you had is totally different from the experience she had.

Putting systems into place in your business sounds boring – but in reality it’s quite exciting. You can finally run your business with less overwhelm, happier customers or clients, more referrals and create more cashflow for yourself and all the people and things that matter in your life. Because it’s important to have a business you’re passionate about. But transforming your business from an expensive hobby to a real business must be about passion AND having the pieces in place to create real cashflow.

“I’ve learned that you’ll never be disappointed if you always keep an eye on uncharted territory, where you’ll be challenged and growing and having fun.”

                                                                                                                    ~  Kirstie Alley

By Denise Michaels, Author, “Testosterone-Free Marketing”

As a home-based business owner you can learn so much by going back and talking with your current customers and people who haven’t bought from you yet.  The information you gather from these people can be hugely helpful to you when you develop new marketing appeals.  Here are a several thoughts to guide you:

• Have you surveyed your current and previous customers to find out who they are and how to reach more of them?
• Have you asked your current and past customers why they bought from you – from their point of view? You can use those buying reasons in future marketing efforts.
• Have you asked the people who didn’t buy from you to learn who they are? What they have in common? And, why they didn’t buy?  Some simply may not be ideal customers – but with others you can eliminate those reasons in future marketing efforts.
• Feel a little bit queasy about asking someone why they didn’t buy?  Don’t be.  In 99.4 percent of cases it’s not personal.  It’s usually because they didn’t understand something (which often can give you a chance to sell again) or because there’s something about what you offered which didn’t quite fit what they need.
• Simply say, “I just want to ask you a couple questions because I’m learning and I sincerely want to do better.”  I’ve never had anyone say no when I’ve said it in a real spirit of wanting to improve myself and my business.

 Want to learn step-by-step ways to convert more traffic and sell more online?  Get your copy of my amazing e-book, “Secrets of Money-Marking Sales Letters” at http://www.SalesLetterEbook.com  If you’re willing to do what it takes to sell more products and services with integrity discover the right business model to convert traffic that many advertising “experts,” web designers and marketing “experts” will never tell you.

To find out about my exciting workshop coming up Monday November 2nd click here. Also, make sure you sign up for my free marketing and empowerment tips by clicking here.

“Don’t judge each day by the harvest you reap, but by the seeds you plant.”

                                                                                                     ~ Robert Louis Stevenson

By Denise Michaels, Author, “Testosterone-Free Marketing”

Many women in business, surprisingly, haven’t a clue who their customers are and why they buy their product.  If you say, “Everyone is my market,” that means no one is your market or you simply don’t know.  The more specific you can get about the kind of person who buys your products or services – the more you can zero in on the perfect message and venue for that message that will make those people take notice.  Figure out the characteristics, qualities and attributes of your ideal customers.  Then, market to them and only them.