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Getting Your Bio in Great Shape Offers Rewards that Show Up in The Balance Sheet

on January 17, 2011 in Women in Business

Guest Post by Nancy Juetten

A client-attracting bio is a universal tool in the marketing toolbox for business owners serious about growing and attracting the right clients. Read on for tips to help you get the mission accomplished in short order.

Not every business owner has the interest or inclination to get interviewed by the media, become a popular public speaker, or step into that dream of becoming a best-selling author. However, it is a universal need among business owners to position themselves to attract more of the right clients right now. Those who want to stand out and shine as they attract more clients need to say who they are, the mission they are on, the results they bring about, and why it matters in compelling terms that capture attention straight away. That means using your bio as a tool to attract exactly what you seek in terms that actually compel prospects into action.

For example, if you were seeking a personal fitness trainer, which of these two descriptions would compel you to lean in and engage?

A. I am a personal fitness trainer who serves 50-something rich people who reside on Mercer Island who want to get in better shape now.

B. I am a Jewish mother with a PhD who is also a fitness maven on a mission to get 50-somethings off the couch and taking the stairs with a smile because they look to the second half of life as the best half of life.

As for me, I’d choose B. because the message is steeped in authenticity, wow, and the promise of great possibilities that really resonate in a compelling, emotional way. And it all happens with one line of text.

The fact is, everyone’s business bio can be made better to showcase more authenticity, better messaging, and delicious benefits that really resonate with their target market. Best of all, a better bio can invite more of the right opportunities to reflect well in the balance sheet. Like all things — including exercise — it’s a matter of getting into action and selecting well chosen words that deliver the goods.

As you ponder those words, consider these marketplace realities:

1) There are 27 million independent business professionals trying to make a go of it beyond the scope of “cubicle nation.” Some have exited voluntarily, and some choose never to return or can’t find their way back in. These people have to make their way in the world somehow, and that means it is essential to differentiate and stand apart quickly in an online search. Blah, blah, blah and boring messages don’t get the job done.

2) There are many people who need to invite additional streams of income beyond traditional employment to make ends meet in this demanding economy in which many states are still reporting double digit unemployment. What potential clients find out about them in a quick Google search can mean the difference between getting a call to get into action or sitting indefinitely for calls that never come in. Conduct a “Google” search for your name, your company name, and the key words for which you want to be known as the expert. If the search reveals a disconnect, consider that your wake up call to take inspired action to change that for the better.

3) Speakers who want more paid speaking engagements can invite plenty more of them and the compensation that goes with them, provided they lead with a provocative, timely headline and describe their message points in ways that get meeting planners to say “YES” right away. Those who ramble in broad generalities are often disappointed by their results, whereas those who describe the value they bring in bold terms often welcome the compensation.

4) In today’s economy that the Wall Street Journal has called “the age of going solo,” decision makers recognize that they are doing business first and foremost with PEOPLE as opposed to COMPANIES. People want to know about that energy healer, financial planner, or business coach before putting their money on the line to benefit from their unique ways of serving clients. How quickly a consultant, expert, author, or media personality can get to the “like, trust, and respect” place has a direct impact over how much influence they can command and how much money they can make. A well crafted bio that makes clear the stunning results, sassy sound bites, succinct stories, and relevant social information that guides ideal clients to get there faster can bring plenty more qualified sales opportunities than leading with an old school bio that reads like yesterday’s news.

5) There are a great many people who struggle GREATLY with talking about themselves. For those who want to get seen, heard, celebrated and ultimately COMPEN$ATED, this is a huge problem. Those who are willing to articulate the value they bring for their ideal clients in terms that resonate and are sufficiently compelling to invite prospects to become paying clients can advance along their path to revenue generation a whole lot faster than those who don’t or won’t. It’s an exercise well worth the effort, as you’ll soon find out when you plug in these lessons to your expert advantage to scoop up the marketplace opportunities that await. (Original post http://biznik.com/articles/getting-your-bio-in-great-shape-offers-rewards-that-show-up-in-the-balance-sheet)

Join Nancy Juetten on Success Institute 1/18/11, 1:30pm CST to ”Take the Rock Start Status Reality Check”

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The Client Attractor Factor: 7 Steps for Attracting Your Ideal Clients

on September 23, 2010 in Branding, Marketing, Motivation & Inspiration, Women in Business

Guest Post by Ellen Looyen

In my 22+ years in business, I’ve seen so many talented service-based professionals enduring a never-ending struggle to attract more clients. They often squander the few opportunities they have with viable prospects, by not being able to talk about their own value in a way that connects with their market.

Here are some simple tips that will ensure your success as a client magnet:

1. Connect Emotionally First and Logically Later

Prospects for your services want to get a FEELING about you and your practice or consultancy.

The easiest and most direct way to do this is to tell them your “Branding Story”, using compelling language, laden with emotionally-connecting sound bites, that hit both sides of their brain at once.

Get real good at telling the “story” of your value (using compelling words and visuals that convey the essence and energy of your business). Your messaging needs to confidently convey your value, experience and unique style to those in need of your services.

2. Share the “Experience of Your Value and the Value of Your Experience”

Give people thinking about hiring you a direct experience of your work, in the form of a complimentary consultation. This is your opportunity to demonstrate your value in real-time; and it will give your prospective client a chance to see how it feels to actually be working with you.

Once you capture their imagination (the hallmark of charismatic people) and they feel comfortable working with you, they will feel an instant resonance and in their gut they will want to hire you.

3. Inspire Confidence

Most don’t realize it, but confidence is the number one reason people buy or choose anything.

People will never buy into feelings of doubt or uncertainty—yours, or theirs.

If you don’t believe in yourself and your own value as a service-based professional, how will your potential clients ever feel confident enough to buy from you? Your whole being must confidently exude that you offer the best solutions for their specific problems.

4. “We Convince by Our Presence”…Walt Whitman

Present people seem totally focused on whomever they are with. They seem to possess an enviable peace about themselves and to have nothing to prove.

They make people feel like they are their only client in the world.

They are totally with people in the present moment, with no agenda (attention focused on a desired future outcome) and they truly want what’s in the best interest of their clients.

5. Become More Likeable

In his terrific book, author Tim Saunders shares “The 4 Keys to Likeability” and they are: Friendliness, Relevance, Empathy and Realness. Develop these 4 personality strengths and you’ll have a much easier time attracting people who may become your clients in the future.

6. Position Yourself as an Expert in Your Field

Brand-building is about consciously creating the “perceptions” you want people to have of you and your practice.

Position yourself as an expert by writing articles, blogs and newsletters and by developing first class marketing materials that highlight your expertise and experience.

Learn how to expertly articulate the many things that you know and how others could benefit from it.

7. Enhance Your Charismatic Influence—It’s Your Very Best Attractor Factor

Charismatic people throughout history have possessed the unique ability to capture the imagination of others and inspire them to be supportive and devoted to a cause. Charismatic people know how to instantly create trust and rapport and can quickly influence others to see things their way.

Don’t Miss Ellen Looyen October 5, 2010 on Success Institute as she discusses “The Client Attractor Factor: 7 Steps for Attracting Your Ideal Clients.” REGISTER HERE.

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Personal Branding: Your Value, Confidence and the Likeability Factor!

on July 27, 2010 in Events, Relationship Networking, Women in Business

Guest post by Ellen Looyen

A woman was seated next to Picasso at a restaurant and wanted him to just “scribble” something for her on a napkin…So she boldly approached his table, with her napkin in hand and said,

“If you would be kind enough to just scribble something on my napkin, I will gladly pay you whatever you think it is worth.”

Picasso did just that; and when he handed her back the napkin, he said, “that will be thirty thousand dollars.” She gasped and exclaimed, “but that only took you 3 seconds!”

To which Picasso replied, “no my dear, that took me thirty years!”

What is your value…and how confidently do you articulate your gifts and talents?

How Do People Typically React or Respond to You?

Tony Robbins says that “the way you make people feel, influences their purchase decisions.” It’s no coincidence that we call people who we like and feel good about, “attractive.” Most “attractive” people are confident, positive, comfortable in their own skin, open, authentic and likeable.

According to Tim Saunders, author of “The Likeability Factor,” the Four Keys to Likeability are: Friendliness, Relevance, Empathy and Realness.

If you possess all four of these things, you’re much more likely to instantly connect with others and have them like you, trust you, open up to you and eventually do business with you.

Wherever you are in your career and in your life, don’t waste any more time not knowing the “Four Keys to Likeability.” Mark McCormack, super agent for celebrity athletes, says, “we don’t always judge people on their performance, instead, we judge performance based on how much we ‘like’ someone!”

“In a world where you can be anything…be yourself!” –Anon

There is something most attractive about people authentically being themselves…they seem very comfortable in their own skin…they feel more authentic…and thus, they put others at ease, too. They’re more likeable, trust-able and therefore more connectable. And typically, they’re also much more comfortable and effective in their communications with others.

Usually that comfort comes from a deep self-knowledge and self-appreciation of who you really are…being aware of your strengths as well as vulnerabilities; and being astutely aware of the IMPACT you have on others…the first step to building a powerful personal brand!

http://www.ellen4branding.com/articles3.html

Don’t Miss “The Art of Personal Branding…

How to Emotionally Connect to your Market and Sell with Charisma”

7/27/10, 1:30pm CST https://events.ewomennetwork.com/event/details.php?eid=13522

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Seven Most Positive Impacts of Becoming an Author on Your Business

on June 29, 2010 in Annual International Conference & Business Expo, Events, Women & The Media

Guest Post by Jan King eWomenPublishingNetwork

For coaches, psychologists, attorneys, physicians, and many others, writing a book is an important part of a successful career. In case you aren’t convinced, we think there are seven dramatic impacts a successfully published book can have on your professional practice.

1. Developing and profiting from your intellectual property

Writing a book forces you to really think through the content and the methods of what you tell your clients. You can gloss over things or not fully develop your ideas in speaking or working with clients, but you really put your ideas to the test when you write them.

You can then figure out what types of products you can produce from these ideas – it may be a book, but it might also be audio CDs, seminars, teleclasses. These marketing tools, but these are marketing tools that pay for themselves directly. You also have something to sell to prospective clients and every time you speak. The perception of the value of something you sell is higher than the perception of something you give away like a sales kit.

2. Expanding your audience reach

You probably have clients locally, or maybe even regionally, but to do business nationally or internationally, clients need a way of knowing who you are and what you do. A book tells a client more about how you think, what your values are – real insight into you. And you can reach many more people than you could personally. People you can get to come to your web site, become part of a mailing list and then regularly communicate with. It is particularly important to publishers that you have a larger emailing list – preferably 2,000 or more.

3. Getting much closer and more connected with your target audience

It is important to not only broaden your reach, but also to deepen it. The sweet spot is the intersection between your exact expertise and your clients needs and wants. You need to get intimately familiar with the audience – using demographics, psychographics, and understanding how they behave in problem-solving and where they look for help. When you write a book, your most powerful place is where your ideal client is the same as your ideal reader for that book. Describe blogging, using blogging to create content for the book as well as to get audience reaction to your thoughts before you write or as you write. You can test concepts and see what attracts the most attention or discussion. Blogs that can demonstrate they are widely read are a current hot button for publishers.

4. Proving your credibility as an expert in your field

Experts write books to communicate their wisdom in ways their audience will relate to. Experts have their pick of clients and can set higher fees. A book differentiates you and puts you at the top of the list. Would you rather do a strategic plan with Tom Peters or Jack Welch, or just someone who claims to be an expert? A book allows clients to see who you are and how you work independently – before you ever meet them, and then decide to seek you out. Saves a lot of sales time.

5. Building your platform to sell your core business and other products besides your book

It is a lot easier to get speaking engagements, to get booked on radio and TV, to get to be interviewed as an expert by magazines and newspapers and to begin to build your list of media contacts and corporate and association contacts when you can demonstrate your expertise without having to be there.

6. Increasing the number of marketing tools available to you to sell your core business

As an author, you have written intellectual property you can use as marketing tools. You can write articles that are really excerpts of your book or pieces from your blog.

You can also take much better advantage of free PR opportunities that come your way when you are asked to comment on current news and trends as the expert. Virtually all the expert commentators on news shows are authors. They get free publicity for their products and services every time you see them on TV.

7. Putting you on par with the most sophisticated competitors to your core business

Who else is competing with you for the same clients? Aren’t the ones who command the greatest fees and get all the free publicity the experts who have demonstrated their expertise with books?

With a book, you can take pages and pages to show how you are different than your competitors, and cover what you see that they don’t, and show why your approach is more in tune with what clients really need.

You don’t want to compete with the other local attorney, or psychologist or life coach – you want to compete with the nationally know experts in your field and leapfrog over the local competition, even if you still want local clients. They will line up to work with someone with a national reputation.

Writing a book is a rewarding experience personally and professionally. Once you’ve done it, your resume has the word “author” on it forever.

Ó Jan B. King 2009 888-337-0636 www.janbking.com

Don’t Miss “The ROI of a Book for Your Business!” 6/30/10, 1:30 CST https://events.ewomennetwork.com/event/details.php?eid=13513

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Stand Out & Be Juicy

on June 14, 2010 in Coaching Corner, Events

6/17/10 Tele-Insights with Lisa Cherney

Magnetize Your Marketing

to Attract Your Ideal Clients

Now, more than ever, it’s crucial to stand out in the crowd of competition. There are hundreds of businesses that sound like they offer the same services or products as you, and have the same certifications, degrees and title as you. Clients can’t tell the difference!

In this session you will learn:

The critical difference between a target and an Ideal Client that can add thousands of dollars to your bottom line.
A step-by-step method for finding the perfect words to communicate your unique approach.
Powerful marketing strategies that will attract tons of your Ideal Clients and fit any budget.
How to maximize the impact of all your marketing investments and get results fast.
A simple system you can use over and over to market any product, service or business you ever have!

For more information and to register: https://events.ewomennetwork.com/event/details.php?eid=13252

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