As you consider which marketing strategies to pursue that fit your voice and your message, it’s important to remember that offline marketing is just as powerful as having a strong online presence.  In some cases it can even be more powerful.  One way to position yourself as the expert and attract your ideal clients is to host your own fr.ee event.  People are always looking for fr.ee resources, seminars and training opportunities.  Maybe they just want to learn a little more about a particular topic, or maybe it’s the way they entertain themselves.  Either way, fr.ee events can help fill your practice.

Think about fr.ee events kind of like your blog and ezine, you give out lots of fr.ee content to attract visitors and get them interested in your expertise. Then you give them an opportunity to learn more and get one-on-one support from you by means of your programs and services.   Fr.ee events are the same thing, but they just take a little more planning to be effective.

To create your own lead-generating event, follow these simple steps:

1. Find a location: Check with your local chamber of commerce, the library, your local SBDC office and other shared office or meeting spaces regarding availability and pricing.  Here in the Bay Area we have a company called Sandbox Suites that rents meeting space inexpensively.  You may also try Regus who has meeting space available worldwide.  Of course, the size of the space you reserve will dictate how many attendees you can host.
2. Set a date and start marketing:  You’ll want to give yourself at least six weeks to setup and market the event.  Distribute press releases to local media, secure radio interviews and maybe even do small direct mail campaign (Modern Postcard can help you with this).  This is in addition to your online marketing strategies.  I also suggest collecting a registration fee (you can refund the monies at the event) so that you have an accurate headcount and eliminate "tire kickers".  To do this, you can setup a simple online registration form at EventBrite. (You can certainly charge an inexpensive fee for your workshop too, perhaps $49 or $99, but for the purposes of our example we’ll focus on hosting a fr.ee event).
3. Plan your presentation:  Start off small, maybe a 90 minute talk with 30 minutes for questions.   Be sure to include exercises and some type of handout to encourage participation.  It’s best to teach in a step-by-step format that is easy to follow.  You want your audience to walk away with information they can implement that will make a difference in their life and their business. You can have documents printed at Mimeo or FedEx. Practice your presentation and be well prepared so that you create a positive learning experience for your audience!
4. Prepare a comfortable workspace:  Make sure you have everything you need so your audience can get the full benefit of your presentation including a microphone, projector if you’re doing a presentation, good air conditioning in the summer, or a good heater in the winter, etc. You’ll want to check all logistics and materials about 48 hours before the event.
5. Get some help:  You’ll want a door greeter to welcome guests and guide them to the registration table.  The registration table should be simple:  a form to fill out with their name, phone number, physical address and email address is fine.  You might want to also include a "how did you hear about this event?" question so you can track your marketing efforts.  You’ll also want to have name tags available to make networking a little easier. You should not be doing these tasks yourself – you should be fr.ee to roam the room and meet your guests.
6. Craft your offer: Your attendees will probably want to learn more from you than you’ll have time to present during your event. So make it easy for them to get access to your expertise! Create a special offer for your products and services that is only available on-site that day.  Ideally the offer should be a continuation of the topic you presented so that it’s an easy next step.  Be sure to offer a payment plan to make the offer affordable.  This is how your "FR*EE" event can become highly profitable for you!
7. Follow-up: You can call your attendees, send them an email or a personal card.  Regardless of how you decide to contact them, make sure it’s within 24-48 hours of your fr.ee seminar so they don’t have a chance to forget about you.  Then, put all attendees on a monthly follow up list so you can keep in touch.  That way when they need your services or know of someone who needs your services, you will be on top of their mind.

Hosting your own live workshop gives you a chance to connect with your prospects live and in person. It could take months of online marketing to develop a deep connection with them, but the same results could be had in one afternoon at a live event.  Thus, you create a win-win for you AND your audience.  They get access to your expert advice and solve pressing problems they face.  You create a new revenue stream and attract new clients and raving fans.  What could be better! 

Let me know how you plan to apply this smart, simple strategy to your own business by commenting here on the my blog!

How different would your business be if every time you offered a product, program or service your ideal client jumped at the opportunity to work with you? How would you feel? And how would that make a difference in your life? It would be pretty awesome, right?

I’ll let you in on a secret. Turning this scenario into your reality is completely possible and has nothing to do with what YOU think your clients want. It has everything to do with what THEY want! Discover how to determine what that is in today’s episode.

 

 SSMS Episode #11 – I Hate To Break This To You...But What You Want Doesn't Matter! [11:12m]: Play Now | Play in Popup | Download (26)

We all collect business cards. When you’re out networking and meeting people, you get their business card and you give them yours. Then you get home or back to the office, you put their business card in a nice little pile and often never look at it again unless you need something, right?

How can you make sure that this doesn’t happen to YOUR business card?

One of the most important pieces of marketing collateral you can have is a high-quality business card. Take the time and effort to make this an impressionable marketing tool so that it will talk to your ideal client, even when you’re not there.

Traditionally, the problem with most business cards is that they are boring. They have a logo, a name, a phone number, physical address, email address and website…that’s it. So no one really gives it a second look or wants to keep it around because it doesn’t really “say” anything. There’s nothing on that business card that makes someone stop and say, “I need to save this card because I’m going to need these services soon.”

Here’s how to ensure your business card isn’t thrown away or forgotten:

1. Spend some time designing your new business card. Really take the time to make it look polished and include all the necessary information. (I’m always amazed when I get business cards without a physical address!) This isn’t the time for “do it yourself” by just using the software that comes with your computer to create a business card and print it on your home printer. Hire a graphic designer who can incorporate style and function into your business card.
2. Don’t go cheap! Your business card shouldn’t have any other companies information printed on it. Your card is a reflection of you and your business, make sure it leaves a good impression. Spend a few extra dollars on the good card stock and color printing. It makes a big difference!
3. Utilize the space of the entire card, both front and back, but don’t put too much info. Maximize the back of the card too by speaking directly to your ideal client. Consider printing your targeted tag line on the back of your business card, or a few open ended questions that speak to catch your ideal clients’ attention. You may also include an offer for the compelling freebie you have posted on your website to drive traffic there. When prospects see you as a solutions provider, they will keep your business card.
4. Resist the urge to put a lot of information on your card, people simply won’t read it. Don’t overwhelm them with details right away, make them contact you for more information.

After you’ve designed a great business card and have them printed on high quality card stock, the next step to ensure your business card isn’t ignored is to follow simple business card etiquette. That is, don’t give your business card to a person unless they ask you for it.

One of the biggest mistakes people make when they are out networking and meeting people, is that they automatically shove their business card in the other person’s hand. They haven’t even had a chance to find out their name or what kind of business they are in and they are already “assuming” the other person “needs” them and their services.

Wrong.

Networking is as much about building relationships as it is about building business. But you have to have a good relationship first. Make sure to wait for someone to ask you for your nice new business card before you give it to them. You will be glad you did. This gracious gesture helps create a solid foundation for the beginning of a great relationship. And, it ensures that people will want to remember you and keep your card because of their positive experience with you.

Sometimes, the most difficult part about being a solopreneur is keeping yourself accountable.  When you’re the boss of yourself, there’s no one looking over your shoulder to see if things are getting done.  Of course there are clients, but since they pay the bills, getting their work done isn’t usually the challenge. 

Growing your business and achieving your goals is often the biggest challenge solopreneurs face.

As a business owner, you know all (or almost all) of the things you need to do to make your business successful and prosperous.  For example, you know you should:

• Keep your website up to date
• Network strategically
• Have a plan for marketing your business
• WORK your marketing plan
• Stay abreast of trends in your industry
• Outsource non-revenue generating tasks
• Keep your financial records in order
• Invest in continuing education opportunities
• Apply what you learn

…and the list goes on.

But, while your to do list and wish list get longer, there’s often no one holding you accountable to make sure you get things done.  That’s where a mastermind group comes into play and can be the critical piece you are missing to move your business ahead.

The basic principle of a mastermind group is that like-minded professionals join forces and commit to helping each other accomplish their goals.  As a group, you celebrate each other’s victories and support each other in times of need.  One of the essential players in a successful, profitable mastermind group though, is a strong leader.

The leader of the mastermind group should be someone whose success you admire.  In other words, they need to be successful themselves first to be able to give you the direction you need to create the same type of success in your business.  Think about it, would you want to learn from a ski instructor who’s never been on the slopes?

Here’s what you want to look for in a potential mastermind group:

• A strong, seasoned and dedicated leader that has created the same results in their business that you want to create in yours.
• A group of like-minded professionals – While they don’t all have to be from the same industry, it helps if there is some common ground for support and they are at the same general place in their business.
• Regular access to the leader and other members – A forum is a great way to interact with the group and get fast answers to your questions.  It needs to be a safe place, where no question is off limits.  You also want to have regular interaction with the group through virtual and live meetings.
• A structured program designed with your needs in mind – Having structure is necessary to ensure that each individual receives what they need.  There needs to be clear expectations for the leader and each group members, which creates a supportive environment where each entrepreneur can thrive.

There are many benefits to participating in a mastermind group.  First, you receive ongoing support in your business from people who know and understand what you are going through.  While your family may be cheering you on, even the most supportive family can’t understand all the moving pieces in your business.

Second, you have friendly yet professional accountability.  While you won’t get beat up over not accomplishing your goals, a good accountability partner and/or mentor will help you identify why you didn’t reach your goals and then help you overcome those challenges.

Third, you get real life education while avoiding common pitfalls.  Working with a successful person as the mentor of the mastermind group will save you time, money and needless aggravation. Their insights and experience will help you avoid common pitfalls and give you the support you need if you’ve made a few mistakes.  And, ultimately knowing someone who has "made it" is a great motivator and will keep you inspired. 

At the end of the day, you are still solely responsible for your success.  However, that doesn’t mean you have to do it all yourself.  Consider joining a mastermind group to reap the benefits of collaboration and help you leap ahead towards accomplishing your business goals.

Have you participated in a mastermind group?  Or are you interested in participating? Please share your thoughts with me by commenting here on the blog!

The majority of entrepreneurs simply don’t follow-up on leads and interest in their business.  Their lack of diligence is costing them BIG time and they’re leaving serious money on the table.  But that doesn’t have to be the case with you! Listen in this week as I share my proven seven step system for effective follow-up and start creating more success in your business…TODAY!

 

 Standard Podcast [9:13m]: Play Now | Play in Popup | Download (116)

Leveraging different ways to market your business is important to keep your name and service offerings on top of your target audience’s mind.  It also helps you diversify your marketing portfolio and measure the results of your activities to determine which methods work best for your business.

One way to market your business is through sharing your expertise through public speaking.  By sharing your expertise with others, you are helping your target audience solve problems, but more importantly, you are establishing yourself as the expert.  Once your target audience sees how knowledgeable you are, they will likely want more information from you because they see you as the best service provider for the job.

If you are shy or not quite ready to be front and center on stage, consider joining a panel of experts.  By participating in a panel at a networking event, or even a local radio show you will have a chance to speak to your target audience without having to prepare a formal presentation and have “all eyes on you”.  Panels offer you the chance to answer questions and share your point of view with the other participants; yet still showcase your expertise.

For example, we have an annual home and garden show in the Bay Area.  If you haven’t been to one of these shows, there is typically one major project where many companies can participate.  This project is usually a model home built in the event arena.  So this showcases the builders, interior designers, alarm installation companies, landscapers and home theatre stores (just to name a few).

During the event, visitors can tour the home and there are business cards placed throughout the exhibit.  Then, on the last day, there is usually a Q and A session with the participants about the home they built, the materials they used, the cost, etc.  With everyone joining in on the panel, it’s a great way to educate the audience on the project and their expertise.   Additionally, this gives the panelists a way to interact directly with their target audience and find out what their challenges are by listening to the questions they ask.

I’ve had the opportunity to participate on a number of panels and have really enjoyed the experience.  It’s a great way to connect with complimentary service professionals and create “Power Partner” relationships.  (“Power Partners” is a concept taught by BNI that entails complementary service providers partnering together to serve each other’s clients).  In addition, each event has created great exposure for my business, allowing me to further build my subscriber list and attract new clients for my programs and private coaching services.

Put forth the effort to seek out panel opportunities either in your local area, via online radio shows or industry events.  Let those in your network know that you’re open to sitting on a panel.  And reach out to event/meeting planners to offer your support.  This will give you the opportunity to share your expertise without having to worry about being in front of a live audience on your own.

Have you ever participated in a panel or been interviewed? If yes, how did it help your business? How did it help you connect with your target audience? Share your thoughts with me by posting your comments below!

Working with your ideal clients and only your ideal clients doesn’t have to be a fantasy.  You can work with only the people you are meant to serve ALL the time – IF you know exactly what they want.  Keeping in tune with what your ideal clients really want is the key to your success.

So the first step to making sure you’re deeply connected with your ideal clients is to figure out how well you know your current clients.  Are you providing the services and solutions they need now?  Are they repeat clients?  If yes, why and if not, why not?  There are 3 basic questions to ask yourself to ensure you are attracting your ideal client and keeping your current clients happy.

1. Have you done your market research? When was the last time you checked the pulse of your ideal clients to find out what their challenges are right now?  Keeping on top of their current needs, immediate challenges and hot topics is key to providing the services they need NOW.  If you don’t know, you simply need to ask them.  You’ll want to conduct research on a regular basis, by asking probing questions of all new prospects and conducting surveys of those in your network.
2. Who is your ideal client within your target market? Focusing on a particular segment of the population is great, but you need to get clear on the ONE type of individual that you want to work with, within that market.  For example, say your target audience is real estate agents.  But what kind of real estate agents; residential or commercial?  A man or a woman?  How old is this person? How much experience does he/she have? Where does this person live and/or work?  The more specific you are the better able you will be to create solutions that meet their needs.
3. Where does your ideal client “hang out”? In order to drill down into the nitty gritty of what your ideal client needs and wants, you need to connect with them and get to know them.  Find out where your ideal client is hanging out online and offline and meet them there.  This can mean participating in one of the social networking groups where you know they’re active or attending an appropriate networking event in your area.  Wherever it is, make sure you know where you need to be, get registered and be visible there.

Remember, marketing is simply a matter of sharing solutions in an appealing way with people who are already looking for them.  So, by doing your research and finding out what your ideal client needs will help you provide the solutions they are looking for.  And, since you’re in tune with their needs, you won’t ever need to “sell” yourself or your services because you will be clearly seen as THE expert problem solver.

When was the last time you did market research on your ideal clients?  Did you find any new challenges or ways to present your solutions to better serve them?  Post a comment below to let me know what you discovered and how you plan to use the information!

Social media is everywhere – it cannot be ignored. The most popular networks for small business owners are:  Facebook, Twitter and LinkedIn.  Chances are that you have a profile in each of these and strive to be pretty active.  But is your activity leading to productivity?

Being active in the social networks is much like networking in person – if you’re doing it correctly. You should be making personal connections with people, having real conversations with them and above all, adding value to their lives and businesses.  Those in your network will appreciate your efforts to be truly and genuinely helpful.  Online or offline, this spirit is absolutely client attractive.

At first, it may start out with the little things like responding to a group question, or leaving your feedback on a blog post you saw in your Twitter stream.  But if you’re genuinely helping people, being friendly and conversing with others, people notice. Then, you’ll be known as the “expert” in the group, the go-to person that everyone waits to hear from.  And sometimes, you’ll be exactly the person a potential client is looking for to help them solve a challenge they’re facing.

MORE

Networking. Most entrepreneurs love it or it makes them cringe. Whichever side you’re on, the important is to understand how to network effectively and how to use this strategy to create new opportunities and more revenue for your business. Enjoy today’s episode as I share my insider secrets!

 

 SSMS Episode #4 - 7 Insider Secrets to Effective Networking [7:55m]: Play Now | Play in Popup | Download (101)

One of the best strategies you can implement to have a successful business is attending live events, both to further your professional development and to connect with ideal prospects.  Doing so will allow you to stay abreast of current trends in your industry, to connect with like minded professionals and to interact with individuals who are actively seeking the solutions you offer.  With a bit of advanced planning, you can turn these events into powerful opportunities to attract new clients and/or joint venture partnerships.

As a solo business owner, you need to take the initiative to research the events that are best suited for your business.  Be sure to stay connected with the organizations that support your industry and your ideal clients.  Take the time to review their event outlines, speakers and guest list to determine if you should attend upcoming events.  Remember, the key to finding new ideal clients is to “hang out” where they are.  So if your ideal client will be at the next big industry event – you should be there too.

You’ll want to allocate funds for your continuing education on a monthly or annual basis.  This should absolutely be part of your business budget!  Attending events can cost $1,000, $1,500 or even $2,000 or more when you add in travel, food, lodging, and of course the cost of the event.  While you will have some upfront costs to attend, if you choose the right events the return on investment will more than pay for the expenses involved.   If you have the option to purchase a VIP ticket or host a book, that can increase your visibility and give you access to connect with the speakers and event coordinators.

For example, if your ideal prospect has paid the same $1,000+ to attend the event like you did, it shows that they are willing and able to invest in their business or their personal development.  This is a major pre-qualifier!  So if you provide a solution to a specific problem they’re facing and you showcase that value, it’s not unreasonable to assume that they would be willing and able to pay for your services as well.

Plus, when attending a live event, you get to meet your target audience in a more relaxed setting.  There is a spirit of eagerness and excitement, so the foundation of your new relationship is built on this shared experience.  That is very powerful — and makes it an easy “sell” when you talk about the services you provide and the problems you can solve for them because you already have that connection.

So, consider attending such events part of your overall marketing costs and a fun opportunity to get out of the office and work ON your business for a few days! Take the time now to research events, conferences and seminars for the fall or early winter.  This will give you a head start on finding out where your target audience will be and give you time to budget the costs involved to attend.  It will be more than worth your while to attend; you’ll learn something new and get to network with your target audience.

Have you attended any events this year?  What type of opportunities developed as a result? Post your experiences on the blog and let me know how this has worked for you!