The 5C’s of Marketing for Women
Published November 17, 2009 | 
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.
Posted in Marketing Classics | 
business, customers, Denise Michaels, emotionally compelling, marketing, message | 
2 CommentsDenise’s Top Ten Marketing Tips for Success (Part 2)
Published October 15, 2009 | 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.
Posted in Marketing Classics | business, create, customers, Denise Michaels, marketing, message, testosterone-free | Leave a commentDenise’s Top Ten Marketing Tips for Success (Part 1 of 2)
Published October 14, 2009 | 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.
Posted in Marketing Classics | business, customers, Denise Michaels, home-based, market, marketing, message, messaging, testosterone-free, woman | Leave a commentCome to Vegas – get No-fluff Marketing Magic
Published October 13, 2009 | By Denise Michaels, Author, “Testosterone-Free Marketing”
Maybe you’ve been reading my blog for awhile now. Maybe you know me from when I used to be a trainer and mentor for a mega-bestselling author and seminar guy. Maybe you’re a previous marketing mentoring client. Or, maybe you’ve never heard of me before.
It doesn’t matter. If you’re a woman, home-based business owner and you really want to discover the secrets to take your business to the next level – but do it your way – without all the testosterone – come to Las Vegas and discover how to:
* Attract ideal customers who pay on time and are a pleasure to deal with
* Get them to happily say “Yes!” and know you’re aligned with them and have their best interests at heart
* Do business with people you like – so you don’t waste time on customers who are a pain
* Create a plan to help you easily draw in more people who want to and DO say “yes” to you
* Discover why you’ve held back from success and how to get the word out in a woman friendly way
… and much more.
My “No-fluff Testosterone-Free Marketing Magic Workshop” is being held Monday November 2nd in Las Vegas from 10:00 am to 4:30 pm. Get to Las Vegas. Attend the workshop and get more great ideas that’ll work for you as a woman business-owner than you ever imagined. Average temperatures for Las Vegas the first week of November are sunny and in the high 60 degree to low 70 degree range, Farenheit. Share your travel expenses with a girlfriend whose also a business owner and attend together. I just checked on Expedia.com and the hotel where the workshop will be held has a special rate of just $49 Sunday and Monday nights.
I’ll be presenting. The event will be limited to just 35 attendees. It’s small and intimate – so check into it now. Plus, there’s an Early Bird Discount right now that you don’t want to miss out on. For more information and to register click on the link at the top of the page that says, “Denise’s Events.”
I’d love to meet you in Las Vegas and help you enjoy the rest of 2009 and 2010!!! *smile*
Posted in Adventurous Women, Events for U | business, customers, Denise Michaels, home-based, marketing, no-fluff, testosterone-free, woman, workshop | Leave a commentMarketing Tip: Be Passionate
Published September 30, 2009 | 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.
Posted in Marketing Classics | business, customers, Denise Michaels, enthusiasm, marketing, passion, passionate, testosterone-free, woman | 3 CommentsHome Prices on the Rise – Including Foreclosures
Published September 19, 2009 | DMM: I got this information from a local real estate blog. I’ve included the URL at the bottom. It was dated September 3, 2009 so it’s fairly recent. Las Vegas, where Ernie and I live, has been at the epicenter of the real estate market meltdown. The reason, is because we’ve had amazing growth for about 20 years now and the highest incidence of predatory lending in the country. So the region fell the hardest from its too lofty perch of a few years ago.
We talked with a Realtor while at a party last weekend. She said the massive inventory of foreclosures is a thing of the past. Houses are still selling for much less than a couple years ago. But they’re inching up as demand is about to outstrip the available supply. If real estate is coming back here in Vegas where it sunk the lowest – can your part of the country be far behind?
Here’s the blog post:
Could this be true? You betcha!! Homes coming on the market are priced to sell and are all too often being bid up in price. Just today I submitted an offer for a home that is $37 a sq. ft. WOW!! I’ll bet a dollar there will be a bidding war on the property. Even if the home sells for $50 a sq. ft. that is less than what it cost to build the home.
Inventory is moving super fast! Our office listed a property and the seller was worried it would take more than 3 months to sell. Was he wrong, there was a bonafide offer on the table in less than 24 hours and in escrow in 2 days.If you are serious about buying in Las Vegas, now is the time!!
URL: http://www.lasvegaswebofhomes.com/2009/09/
Ask Your Customers about Why they Buy
Published September 9, 2009 | “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.
Know Your Market and Sell More
Published September 5, 2009 | “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.
Posted in Marketing Classics | Adventurous Women, business, customers, Denise Michaels, market, message | Leave a commentWelcome!
Dedicated to every 40+ person still kickin' it. If you have dreams and adventures you refuse to abandon - follow me on the journey. Life is one big adventure! Make yours excellent.
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