The Wilder Zone

Say What You Need to Say

 Whether you're writing posts for your blog, writing marketing copy, or speaking to potential clients if you really want to connect with your market you've got to say what you need to say. Not what you think others want you to say, or what you think you should say, but what you need to say, what you feel called to say.

A couple of weeks ago, after talking with a client about getting the word out about her services, I received an email from her, that said in part:

"These days, there are few things that have me feeling scared. The greatest fear I experience is around our marketing. I often will literally have fear - I break out in a sweat when getting ready to send out a marketing piece or when I make changes on our website. It all ties in with my fears of being misunderstood.

I've spent a lot of time trying to control situations to make sure that everyone is getting what I actually mean and not misinterpreting me and forming false assumptions. Since I can't control anyone, clearly this is a losing proposition! Then the idea of putting a marketing piece out into the ethers (on the internet) where I have absolutely no idea who is looking at it and what they are thinking - well, no wonder my fear goes through the roof!"

No wonder is right. And she's not alone in recognizing that it's scary to put yourself out there like that for all to see, and inevitably, criticize. But here's the thing...holding back or editing yourself in an attempt to please everyone is actually counter-productive. Your message, the message you feel called to share with others, isn't meant to appeal to everyone, because you aren't meant to serve everyone. In the attempt to please everyone your message will actually lose much of the appeal it would have held for those you are meant to serve.

Saying what you need to say, without restraint, will be incredibly appealing and will resonate in a big way with those you're meant to serve. When you say what you need to say, those you're meant to serve will know, without doubt, that they're in the right place, that they've found the right person, or product, or program or blog, to serve their needs.

And those that don't get it? You aren't meant to serve them and saying what you need to say creates a filter so that you don't waste time (yours or the potential client's) venturing into work with a client who isn't ideal for you, and for whom you aren't ideal. They'll move on to someone else. Someone who is better-suited to serve them.

If you've been holding back, censoring yourself, because you're afraid of how others may react, let me say it again...your message, the message you feel called to share with others, isn't meant to appeal to everyone, because you aren't meant to serve everyone.

Focus instead on speaking from your heart as if to a dear friend. Relax and let your passion for your message shine through. It's that passion that will make an almost instant connection with those you're meant to serve. Working with those you're meant to serve is what it's all about...it's energizing, exciting, meaningful, and incredibly fulfilling.

So say what you need to say! Practice right here, right now...in the comments below...what are your thoughts? What holds you back from speaking your mind, from sharing your passion? What's the worst thing that could happen if you began to say what you need to say? And how would saying what you need to say impact you and your biz in a positive way?


Photo originally uploaded by Michelle Brea

Spam By Any Other Name...Is Still SPAM

Spamming your market is NOT a good way to build your list. While you'd think that wouldn't need to be said, apparently it does.

I'm not talking about the "buy viagra cheap" kind of spam. Those folks are in the business of spamming. It's what they do and with the evolution of spam filters, most of it winds up in your spam folder where you don't have to deal with it. It's an annoyance that we've all accepted isn't likely to stop any time soon.

I'm talking about legitimate businesses that spam. Legitimate businesses that think adding a disclaimer to their spam somehow magically makes it something other than what it is...SPAM.

A case in point...I have received numerous email broadcasts from a business that prior to being spammed by them, I'd never heard of. I'd never visited their website, opted in to any offers, or in any other way given them permission to market to me.

At the end of each of these emails, advertising programs I have absolutely no interest in, is this disclaimer:

You have received this invitation due to specific educational affiliation. We respect your privacy and want to ensure that interested parties are made aware of (Biz name removed) programs and schedules. This is intended to be a one-time announcement. In any event, you should not receive any more announcements unless there is a program next year in your area. To be unlisted from next year's announcement, send a blank e-mail to (email address removed) and write "Unlist" in the subject line.

This is complete crap. I have no "specific educational affiliation" with this business, and if they respected my privacy they would never have spammed me with their announcements in the first place. Clearly it's not intended to be a one-time announcement or I wouldn't be receiving them on average once a week, and never have any of the programs been in my area.

Even more aggravating is the fact that sending an email requesting to be unlisted has not stopped the spam. Emailing the sender directly, after visiting the website to find the contact email, has also not stopped the spam.

Even if these were programs I had some interest in, I don't care to do business with a company that thinks it's okay to spam.

And while I'm on this rant about spam, let me just say that I find it every bit as annoying and aggravating when a Facebook "friend" spams me. Just because I've accepeted your friend invitation doesn't mean I'm giving you permission to add me to your email marketing list.

No matter how desperate you are to build your list, take the time to do it right. Please, please, please...don't resort to spamming others in an attempt to build your list. It will backfire in a BIG way. Pissing off potential clients is no way to build your list or your business. 

Facebook - The Ultimate in Online Networking?

World Connection in Blue - Originally uploaded by meyshanworld

I've been a bit slow to jump on the social media bandwagon and it was only last week that I finally joined Facebook. When I first started hearing all the hype about social media I wasn't sure if it was simply a fun and easy way to connect with friends or if, as I was hearing,  it might not also be the ultimate in online networking for entrepreneurs.

I was reluctant to join because I feared it would require more time than I have and be more work than I want to undertake for something I wasn't sure would deliver any significant benefits. Even if it delivered some benefits I was concerned it would prove to be a distraction more than anything else.

I've been pleasantly surprised to discover that while it might be a distraction of sorts, it's providing the means to re-connect with friends, colleagues, and previous clients that I've been out of touch with for quite some time and I'm loving it. After only a few days on Facebook I'm discovering that there are significant benefits, just a few of which are:

1. Facebook is proving to be a very effective way to broaden my network of service providers to refer others to. As a coach/consultant and blogger I like to be able to connect my clients, colleagues, and readers with other service professionals who can be of help to them in their lives and their businesses.  A case in point...one of the first people to befriend me on Facebook was Howell Burnell. I'd lost touch with him a year or two ago and couldn't have been more delighted to not only re-connect but to be reminded of his creative genius with website branding, copywriting and design...something my clients and colleagues are often looking for, and it felt great to be able to refer readers to him in a yesterday's post.

2. Facebook can serve as the virtual water cooler that those of us that work from home often miss. Even brief online interactions with Facebook friends gives me a greater sense of connection and re-energizes me. As an entrepreneur who works from home there are days when I realize the only contact I've had  with other living beings since Glenn left for work, are with my sweet puppy and my cat. Working solo from home can be very isolating.

3. It's a great way to not only re-connect with others, but to make new connections through mutual Facebook friends, or through membership in a variety of groups. I've never been a big fan of traditional, in-person networking events where the main goal seems to be to traverse the room in a race to collect as many business cards as possible, and while some will claim that online networking will never be as effective as in-person connections, I'd beg to differ. Facebook can be used to make genuine connections with others.

I'm still fumbling around on Facebook. There's a lot to explore and I've only just begun. So if you've been on Facebook for awhile and know your way around well, I'd love to hear about any tips or tricks that might make my little adventure easier. What are your favorite aspects of Facebook? What are the pros and cons as you see them?

I'm hoping Facebook will also allow me to get to know my readers better, so if you're on Facebook I'd love it if you'd add me as a friend. If you're not on Facebook but you're curious about it, I'd love to have you along for the ride, and it takes only moments to join.

Could Your Website Use a Little Help?

If your website isn't all it could be, if it doesn't express who you are and how you can help, if it isn't connecting you with your ideal clients in the way you know it could, if only... your brand were more clear, your copywriting more powerful, or the design more engaging, then you need the help and creative genius of Howell Burnell and Charlie Creative.

Howell Burnell is an all-around great guy and one of the most genuine and creative people I know. His passion for the help he provides to small biz owners is evident in his voice when he speaks of his work. Not only can he help your website to more clearly express all that it needs to,  but you'll have fun in the process, and his infectious enthusiasm will re-energize you as well. If you need help with website branding, copywriting, or design, there's no one I'd recommend more highly than Howell.

And for some great articles on how website branding and copywriting contribute to small biz success, check out his blog too.

Must-Read Blog: Sproutwire

You know those moments where you thunk yourself upside the head and wonder, "Why didn't I think of that?!" Well, I had one of those moments when I first saw Sproutwire. Sproutwire is the brilliant brain child of Shane Pearlman & Peter Chester. It's a blog that offers, as they put it, "a daily dose of the best small business articles that the internet has to offer." 

Oh, if only I'd thought of that myself. <g> It's currently in beta but I expect it's going to be very popular and successful. Take a few moments to check it out for yourself, and if you come across, or have written, a great post let Sproutwire know by sending them an email. If they use the article they'll give you a mention and link to your site or blog.

How to Insult Your Market and Piss-off Potential Clients

If you've ever wondered how to insult your market and piss-off your potential clients, rest-assured it's easier than you might think. Simply:

Use manipulation and subtle (or not so subtle) emotional blackmail in your marketing; Play on your potential clients' fears in an attempt to control them, rather than speaking authentically about what you have to offer in a genuine effort to help them.

Insulting your market's intelligence in this way is a sure-fire way to piss-off your potential clients. Your market isn't stupid. They'll see right through any contrived attempts to manipulate them. And if you're in a service business because you have a genuine desire to help others, using manipulation and emotional blackmail in your marketing isn't necessary.

Contrary to some schools of thought, you don't have to use a lot of hype, lull your market into a hypnotic stupor, or get them to buy instantly by creating a false sense of urgency.  Although...doing so will provide an additional bonus - not only will you insult your market and piss-off potential clients you'll demonstrate a complete lack of integrity too!

Unless that's your intention, a much more effective marketing strategy is to simply speak passionately to your market about why you do what you do, what the benefits of the service or product you provide are, and how it will enhance their lives by meeting a need or desire they already have. Nothing will resonate more strongly, or connect you more powerfully, with your market. True passion can't be faked.

Marketing doesn't have to be about manipulating and coercing your market into buying something they don't need. Authentic marketing is all about getting your message out in front of those who are already wanting and needing what you have to offer. It's about connecting with those you're meant to serve, rather than marketing to them.

Creating Appealing Marketing Promotions - Don't Make This Mistake

Over the weekend I was browsing through a grocery store circular as I was putting together a shopping list. It's not a task I typically find to be especially amusing, but on this day I found it very entertaining. An ad in the circular had me all but rolling on the floor I was laughing so hard.

The store was offering a special promotion:

2 Cartons of Dreyer's Ice Cream FREE When You Purchase 12 Stouffer's Lean Cuisine Entrees

Seriously?! Whose brilliant marketing idea was that?! And what could they possibly have been thinking?!

One of the key concepts in designing a promotion that will appeal to your market and prompt them to purchase is to design it with their needs and desires in mind. It seems pretty straight-forward to me that Stouffer's Lean Cuisine market is calorie-conscious, and that although some of them may indulge in the occasional bowl of ice cream, most probably don't want the temptation of 2 half-gallon cartons sitting in the freezer. It would have made more sense to offer a complimentary product that supports the lifestyle choices that someone purchasing Stouffer's Lean Cuisine entrees is obviously making.

The next time you begin to brainstorm a promotional offer for your market be sure you don't make the same mistake. Take the time to identify what your market really needs and wants and you'll be sure to create a promotion that your market will find too appealing to resist.

Choose Your Domain Name VERY Carefully

I just happened across a fabulous post titled, "Does Your Domain Name Suck?" by Wendy Piersall on her eMOMS AT HOME blog. I'm still laughing. It's hysterical and will make you wonder what on earth some of these folks could have been thinking when they chose their domain names. If you're in the process of choosing a domain name you've got to read this post. Even if you're not...take a moment to read it anyway. I can't think of a better way to wrap up your Monday than with a good laugh.

Two Easy Steps to Ensure You Receive Great Testimonials

You know you're providing exceptional value to your clients. Your clients know it. But do your potential clients know it? Sure, you can tell them yourself, but it's much more powerful to let your clients tell them through testimonials.

Not all testimonials are equal however, so how do you insure that the testimonials you receive are great? How do you ensure they're as powerfully effective as they can possibly be?

1. Ask for testimonials! This is the critical first step that many overlook. While you may receive a few unsolicited testimonials the fact of the matter is even your greatest fans may not think to send one. They may rant and rave about how fantastic you are to their family, friends and colleagues, and that's wonderful. Word of mouth is priceless, but it may never occur to them to put it in writing and send it your way. So the next time a client expresses how thrilled they are with your services or products, how much they've benefited from them, thank them and then ask if they'd take a moment to write a testimonial.
2. Make it easy - Once your clients have said yes to your request for a testimonial (and they will), make it as easy as possible for them to write not just any old testimonial but a great testimonial. Not all testimonials are equal. "I love Sue! She's the best!" is quite the compliment and may be flattering to your ego, but it's not nearly as powerful a testimonial as it could be. It doesn't really tell your potential clients what they need to know. To ensure your clients write a testimonial that will knock the socks off your potential clients, share the following Guidelines for Writing a Great Testimonial with your clients.

Guidelines for Writing a Great Testimonial

Start with a sentence about what most impressed you. Example: Sue's extensive accounting knowledge and her down-to-earth way of working with clients made a once stressful aspect of my business so much easier.

Share a sentence or two about where you were before engaging the services of, or buying the product from, the person for whom you're writing the testimonial. Example: Before hiring Sue to handle my accounting and taxes I spent untold hours frustrated, stressed, and anxious trying to do it all myself.

Follow with a few sentences about where you are now, the deeper benefits you've received, and where you see yourself in the future as a result. Example: Now I turn it all over to her knowing it will be handled expertly. Not only has she eliminated the stress and saved me all the hours I used to spend struggling to do it myself, but her expertise has saved me thousands of dollars. Going forward I have no doubt that my business will see an even greater increase in profits as a result of working with Sue.

Finish with a strong call to action. Example: Do yourself and your business a huge favor - don't wait another moment to pick up the phone and call Sue.

It really is that simple. Implement these two steps and you'll not only increase the number of testimonials you receive, but you'll ensure they're great testimonials that convey to your potential clients the exceptional value they too can receive as a result of your services or products.

Blogging Blunders

If you haven't yet seen the series of short videos Andy Wibbels has created called Top 5 Blogging Blunders you're missing out on some fantastic blogging advice delivered, as always, in the most creative, imaginitive and entertaining way possible. #3 - Loofah Your Blog is my personal favorite, and yes, it's as intriguing as it sounds. See for yourself...

If that's not enough to get you over there to check it out, Andy also placed third in Copyblogger's Copywriting Contest for www.bloggingblunders.com.  Congratulations, Andy!