Archives for April 2011

5 Client Attraction Mistakes Using Facebook for Marketing

Client Attraction on FacebookFeeling frustrated and questioning why your client attraction marketing isn’t working the way that you thought it would on Facebook? You can relax, help is here.

Fortunately, (or in some cases unfortunately, depending on how you view it) a lot of client attraction marketing challenges can be easily tracked by going back and finding that you made a few marketing mistakes. I will discuss them today and share what I consider to be the top 5 client attraction marketing mistakes on Facebook that entrepreneurs often make.

1. Too broad a niche market or ideal client group of people who you want to buy your product, program, or service.

When writing your posts, comments, or making an offer, do you just choose anyone who will respond under friends and people from your “like” page? Then you will need to sit up and pay attention here.

Even though your wonderful product, program, or service really can help just about anyone on Facebook in your friends and groups, not everyone is going to buy them. Here is what some Facebook marketers won’t tell you as you are building your list. Some people just don’t have the money, the interest, or really want what you are offering. When you try making an offer and just randomly targeting everyone, you just really end up having no target at all. This of course, won’t make you any sales.

The way to start getting much better results, and making money with your client attract marketing, is to narrow your ideal clients down so you’re only connecting, engaging, and talking to one very specific group of people. Could there be some problems with this? Yes. That is covered in my next point.

2. Choosing the wrong ideal client group on Facebook. How can you choose the wrong ideal client group?

When you are friending and following, you choose people who aren’t interested in buying your product, program, or service. Either that or they don’t have the money to actually work with you.

Let’s start with the people who just aren’t interested in what you offer. Because you are great at what you do, and considered an expert, you may feel that they “need” what you are offering. Because you are an expert you tell yourself that your potential ideal clients need this, so they’ll be racing over to you, and buy it. That is very unlikely.

Next are people who just don’t have the money to buy anything from you or work with you. This kind of client attraction occurs when you’re going after a group of people that very much want what you’re selling but really can’t afford it.
Sometimes when this happens, and your potential clients can’t afford your services, you lower your fees and work for much less than you deserve or are worth for that matter.

How can you turn this around if that is happening with your client attraction marketing on Facebook? Choose ideal clients that not only can afford your products, programs, or services but also really want them a lot.

3. Friending and following, building your list to attract your ideal clients, and still attracting the wrong clients.

You hear it all the time on Facebook. Hurry up and get your 5,000 friends. Build your business page and increase your “likes” fast. This is an example where “build it and they will come” doesn’t work. Specifically, decide who your ideal clients are, you need to go to them and choose them wisely. Be discerning. Create some criteria and follow it when friending and following, or joining groups on Facebook.

A new client that contacted me from Facebook proudly announced that she belonged to so many groups that she lost count. And, you guessed it; she has the majority of them that would never use her services or take her up on her offers.

Once you’ve selected a possible ideal client group, make sure you’re putting your client attraction marketing time and dollars in engaging and building relationships. You should do business with this group first and then expand out to another group of people to widen your approach.

4. Your client attraction marketing message is really weak.

Now you are certain that you have a good ideal client group on Facebook and you know they could be potential ideal clients. But you’re still not getting any results or having the sales that you desire. Now the issue might be your message. The fact is that it is a weak one, and you are unable to attract paying clients.

Due to the sheer numbers of people on Facebook, there are tons of choices on where to spend money. You have to give them a very persuasive reason as to why they should spend their money with you.

You want to take a look at what your sales copy is saying, or not saying. Where does it need improvement, or a more congruent message?

5. You approach your client attraction marketing randomly.

You have no plan, no strategy and are flying by the seat of your pants on Facebook. You rarely make an offer, or if you do, you do so in a way that gets barely any results.

So now what?

Here are the facts. Even if you are doing client attraction marketing on Facebook, you need to consistently get in front of your ideal clients again and again. You do this until they decide that they are ready to work with you. You need to be very pro-active in reminding them that you can help them, and encourage them to take the next step to work with you.

If you really want to improve your client attraction marketing, remember, it’s not your ideal clients’ job to remember you, and contact you. It’s your job to remind them you’re in business and would appreciative having them work with you. Need help with it all?

Getting Smart About Online Engagement & Monetizing Facebook!

Online Reputation FacebookSavvy entrepreneurs know that engaging online using Facebook is the best way to attract plenty of new ideal clients. But getting those new ideal clients can sometimes be a challenge. When attracting new clients doesn’t come easily, or the ones you get seem less than ideal. It can be appealing to forget about building online engagement first on Facebook, and instead spend time just promoting yourself or your services, even though you know deep inside that style of connecting isn’t as effective in the long run.

Instead, strive to get smarter about creating engagement first, attracting ideal clients, and then monetizing your time on Facebook. Here are the most common sources of attracting ideal clients, and the essentials to making them work for you.

1. Present or past clients on Facebook.

Essentials to more ideal clients: Clients must be satisfied with your value and the benefits that you provide, find you comfortable to work with, and not mind “sharing” you with others. A big mistake is focusing on current or past clients as your main source of attracting new ideal clients.

Of course they won’t engage further with you online if you don’t do quality work that provides the outcome you have offered. They also won’t engage with you online if they find you hard to work with or think they could do much better elsewhere. Clients often stay even when unhappy just out of apathy. If you’ve ever engaged online with people you can see from their timelines on Facebook how they talk about the people that they have worked with. You can often see them say, “Well, I worked with so-and-so, but I wouldn’t really endorse them or put a good word in for them.”

Before you start attracting new clients, start more engagement with your current and past clients on Facebook. First ask, “What else can I do to improve my service, products and programs for you?” Take immediate action on their suggestions, and then ask if they might know someone to refer to you who would be an ideal client on Facebook.

Accept that you most likely have a smaller amount of people in your inner circle of present and past clients than in any of the other suggestions laid out below. So don’t focus on getting referrals from clients while ignoring other possibilities. Keep in mind too, that sometimes existing clients don’t want to “share” you. They may be afraid you won’t be as available for their projects. Or if your work is of a personal nature, they may not want people who they know to work with you also.

2. Online groups on Facebook.

Essentials to more ideal clients: They must get to know, like, trust and want to buy from you.  The common mistake is for entrepreneurs to join Facebook expecting to attract plenty of ideal clients just by joining a group.

I know that you are being told this line of baloney all over the Internet. Join and they will come. Here is what they won’t tell you. Ask yourself this: “When you joined the group have you been engaging online and creating connection other members, and offering them valuable help and information?” If you answered “no” you only joined to attract new clients. You are going to have a long wait.

Online groups can be an exceptionally creative and beneficial source for getting new clients. You need to not only engage with other members but also, you must really get to know them. People rarely become new clients based on a couple of friendly posts or message on Facebook. Instead, use groups as a launch to connect, engage, learn, share, help, provide value, and take the conversations off- line to get better acquainted with group members and begin building a strong and lasting relationship.

3. Colleagues on Facebook.

Essentials to more ideal clients: Their current, past clients, or specialties must be different from yours. One of the most common mistakes on Facebook is spending all of your networking time with your colleagues who do exactly what you do in your business.

The most common type of online networking is taking part in your own professional groups. This is highly valuable for building credibility, visibility and staying on top of what is going on in your industry; but isn’t always the best way to attract a lot of new clients and business. Focus your client attraction. Building activities within your profession on distinguishing colleagues whose target market or specialty is unlike your own, while building your visibility and online engagement.

4. Those who share your target market on Facebook.

Essentials to more ideal clients: They must know what you do, which you do it for, what benefits and results that you provide, and when that ideal person might need your help. A common mistake is networking on Facebook just to meet people, get more followers, or to “like” your page without telling them enough to refer to you or use your services.

Looking for people in different professions than your own, that happen to share your target market, is an often ignored on Facebook but a very lucrative source of new ideal clients. Because these people aren’t in your profession, it’s critical to let them know about who would be an ideal client for you and the benefits and results of your work. Have a chat online or take the conversation offline to educate them about what you do. Also ask how you can help with referrals or resources they need in their business as well.

5. Friends, family, and acquaintances on Facebook

Essentials to more ideal clients: All of the people you must be educated enough about your business and what you offer, and the benefits and results of working with you. A common mistake is not talking about your business to people in your personal life on Facebook.

It’s a common mistake for new entrepreneurs to steer clear of telling those in their personal life about their business and what they are up too. It’s common to wait to become successful before letting people know what you’re doing right now in your business. This waiting can in fact stop you from succeeding.

Friends, family, and acquaintances can be exceptional referral sources because they already know, like and trust you. I encourage you to take the time to describe your business by using benefits and results, and let them know what type of ideal clients you’re looking for. You will often find they are more than willing to suggest you or introduce you to someone they know on Facebook.

So if you’re ready to get more ideal clients, create engagement online, and monetize your Facebook time, it is time to get smart about it. Get bigger about your thinking and who might refer to you. Put in place some of these essential to make referrals, and attracting plenty more ideal clients is likely on Facebook.

3 Easy Steps To Taking a BIG Leap in Facebook Visibility & Credibility (And Making Money)

Big Leap Facebook MarketingIf you want to grow your presence on Facebook, create more visibility, credibility, and make money while doing it, there are two ways you can go about it:  Long, drawn-out, and slow; or and high-speed and fast.

The majority of entrepreneurs are shocked to see that they end up growing their credibility and visibility on Facebook very slowly. Now there’s not anything wrong with a long, drawn-out, and slow process, if that is your goal in your business. I know it is not easy to grow your visibility and credibility, so even growing your Facebook presence slowly, is better than what most entrepreneurs are currently doing online.

Let’s get to what most of you are interested in. Let’s talk about stepping it up, getting in the fast lane, and doing if faster. A different way to think about growing your visibility and credibility rapidly is by taking a big leap. This in essence means you leap ahead opposed to taking your growth and making money online one step at a time.

Have the courage to take a big leap means transforming your online presence quickly. It means going from a low five figure income to a high six figures if that is what interests you. It means attracting ideal people, opportunities, and joint ventures to you easily and effortlessly like never before.

So if you want to take a big leap in creating online visibility and credibility, creating connections, and monetizing your time, how do you go about doing it?

Here are 3 steps to get you started now:

1. Think bigger and bolder.

Taking a big leap isn’t going to work if you’re thinking small while engaging online and building your presence. So the first thing you need to do is make sure you’re thinking big enough while making connections and friending. Perhaps, even more than that, make sure you’re prepared for your Facebook connections to become big, and for many opportunities to come your way. If you’re not comfortable or if there’s some blocks, fears, resistance or obstacles around you growing your business to its best potential, you’ll never have a big leap on Facebook.

2. Invest in you.

There are a lot of different ways to invest in you. Do you need to get through your blocks, fears and resistance? Hire a mentor to walk you through the steps to create engagement, connection, and client attraction and monetize your time on Facebook. Possibly you need to take time to go through a coaching program, information product, or tele-seminars to move you along more quickly and in the best direction.

When you invest in a program or mentor that could be the launch pad that you need to move you forward in a much bigger and bolder way. This is because now, you have laid out some money, and you are invested in your outcome and getting results. You’re taking you and your business seriously by investing in yourself. So how do you know what you need to invest in to take that big leap? You know your gut is telling you. Your head is telling you. Whether or not you do it is a whole other topic.

3. Taking imperfect action will pay off.

I can hear you now. Are you crazy! Here’s the real deal that you rarely hear. If you design your visibility and credibility around getting it just perfect, and never screwing up, do you really believe you’re stepping outside your current comfort zone to something bigger, better, and bolder? If you’re trying to never screw up, or waiting for the perfect time, then there’s no potential way you can ever take a big leap. Big leaps require you to think in a different way than you have before. To try something you never have done before. When you do that, you may screw up along the way. However if you wait for things to be perfect, you will be waiting, and waiting, and waiting.

Highly successful entrepreneurs using Facebook don’t like not to succeed anymore than you or I do. What they do know for sure is, if they don’t get out there, take imperfect action now in bigger and bolder ways, and try new approaches, they won’t be as successful on the whole. Even though that means risking not being a success as well, it’s an option that they choose because they know its well worth it.

One way to handle setbacks is to look at the bigger picture. Concentrate on the big picture, and where you want to go. Then, when this occurs, you’re not as worried because you’re looking past them to the big picture of where you want to be. But the biggest part of taking a big leap is in the words of Nike, “Just do it.” By planning out your steps, taking imperfect action now, creating engagement and connections you will watch your bottom line improve in ways that you could never imagine.

Need help with it all; let’s talk, if you’re ready for your big leap.

What Stand-Up Comedy Teaches Us About Branding

Brand BuildingAll comedians have a process – and at some point, they drop it to follow their gut instincts. Comedy, particularly stand-up, is typically regarded as the most complicated performance in show business. Likewise, successful small business branding is so tricky; it could be looked upon as the stand-up comedy of the business world.

Studying how great comedians work can uncover insights into how small business branding can benefit from the same advice.

1. Understand Your Target Audience, Then Disregard Their Advice

When it comes to small business branding, the client is hardly ever right. At least, they’re rarely right about what they want next. Small businesses run on process, and the usual market research process of branding is certainly an efficient process: Nothing destroys branding ideas faster than brand testing. That doesn’t mean research has no place in branding your small business; the key is to use it to be aware of it, not to evaluate.

A comedian doesn’t ask the audience what the next joke should be; he/she has the talent to tell them. Talented comedians are very smart observers of people. They know how people think, what experiences we have in common, and how to direct (or misdirect) our attention. They have to be ahead of their audience, but not such a long way ahead that they confuse us rather than amuse us. Likewise, the best branding research is aimed at understanding how potential ideal clients interact with a given product, service or program, not asking them what should come next in your business.

2. Information Does Not Substitute for Insight

Don’t just gather information about your target audience, learn about them. Information doesn’t tell you what to do, insight does, and insight is the job of a big thinker who is branding their small business, not the audience. It’s the livelihood of both comedy and great branding of a small business. It can be charming, rude, or upsetting, but it is always brutally honest.

3. Stay Fresh and Relevant

Comedians can’t rely on the same routine for very long, no matter how successful it is. The same can be said for thriving branding. As long as the method and the tone are identifiable, relevant and reliable, the brand itself can and should adjust and change over time.

4. Cultivate Your Own Point of View

Talk show hosts all have the same news to work with daily, yet they each put their own spin on it. Some take a safer approach to it, which is why they attract the broadest audience. Some will be more tactless and immature. Others will be more intellectual, perhaps even strange. Find yours and stick with it.

5. Build a Story around the Information

Imagine a story leading up to the punch line. A small number of comedians during the past few decades have endured by only telling a string of jokes. Instead, most are outstanding storytellers. Great comedians, and you as the brander of your small business, continually play with the expectations that are built into the patterns of great storytelling.

6. Even Welcoming Audiences Still Need to Be Won Over

Getting people to laugh is perhaps even more difficult than getting them to buy your product, program or services. Deciding to buy your products, programs and services is as much a freeing of tension as laughing.

People can watch a comedian expecting to laugh, but they still need to be won over. It’s a competitive situation, just like your small business. Brands have to do more than just meet expectations; they have to break through the built-in resistance and reluctance to commit. That energy and insight has to be fulfilled by the entertainer, not the audience. For instance comedians like Jerry Seinfeld or Ellen who have audiences that already love them and they want to laugh, they still need to make that happen.

7. Don’t Presume Everyone to Understand It

Not all comedians are for everyone. Switch the core audiences between different groups of comedians and, from the lack of response, you might determine they were all awful comedians. Great small business branding and design, like great comedy, is often the art of sacrifice. You are distinct by who and what you’re not for, thus freeing you to shine within the audience that really gets you.

8. You Can’t Experiment Your Way to a Decision

Comedians know what they think is humorous, but they can’t experiment with their routines in a vacuum. They might try out new jokes and stories in lesser known clubs, before making it a part of their key performance or act. Even so, there’s no security that what works in one place will work in front of a larger audience somewhere else.

The difficulty is not that respondents lie or that the researchers are dumb. The biggest mistake in branding your small business is in the willingness to give over control of creative decisions to your ideal potential audience. Doing research is a support to good judgment, not a replacement for it! It still comes down to a judgment call, and that judgment should be based on understanding the ideal target market and ideal potential clients, not asking their permission to proceed on how you are going to brand your small business.

So here it is and you may or may not find this funny…

Branding your small business is like comedy. It is frequently a counter-intuitive business. It’s a loop of innovation, response, adjustment, rejection, and innovation yet again. Used wisely, doing research feeds the understanding that leads to real branding business breakthroughs. In the wrong hands, it all but promises the death of uniqueness and originality.

Not sure what to do next? Need help figuring this all out? Wondering how to make your branding fascinating enough to work for you? For those of you who want help.

Which Social Influencers Are Worth Admiring?

Social InfluenceIf I was going to put out a list “Most Admired Social Influencers” in this post, your first reaction might be, “We hear the same old names from everybody: What is the point of this exercise? Who cares?”

There are all sorts of businesses and social influencers that I think highly of, and I admire them for all kinds of different reasons, but the list we typically see from other entrepreneurs are invariably the-usual same old, same old; a business version of People’sannual “Most Fascinating People” issue. And we buy the magazine and often say, “Not them again!”

In the case of entrepreneurs such as coaches, mentors, and spiritual teachers they are often chosen because they are in the same mastermind group, or program. So they agree to self-promote, and joint venture, and in some cases have never even used each other’s products or programs!

Who would be the Top Three in several different categories on my list for 2011? Typically we hear about the loud, brazen and self-promoting. They have diamond, platinum, bedazzled and god knows what else kind of programs. They rub elbows with the high and the mighty. Anybody shocked? And if you asked them who were the best of the best in 2010 they would typically all be in their programs or mastermind groups. I guess it’s noteworthy that the higher the cost of the program, the more authority, and credibility the social influencer and authority is in their minds. Are you seeing a theme here?

But does any of this matter? Nope.

What does matter is the chance to use the list as a prod for all of us to think about the social influencers and authority in their chosen field that we TRULY admire — and about what determines that admiration. I spend much of my time mentoring and coaching entrepreneursof many different shapes and sizes, in many different chosen fields, with very differen tbusiness strategies, products, programs, service offerings, and cultures. At the end of it all, I do ask myself whether or not this is a business I “admire” in the sense that I went to tell others, — about what I saw, heard and learned from those businesses.

So here are the critical factors that I weigh as I add to or subtract from the list of businesses and social influencers with credibility and thought leadership that I admire:

1. What ideas does this business really stand for?

There are lots of social influencers with cool technology, lots of sizzle, hot products, programs or services. But for me, the most admirable businesses don’t just sell competitive products, programs and services. They have a solid stand for key ideas — ideas meant to shape their target market, ideas meant to reshape the sense of what’s possible for clients, team members and the world at large.

2. Does this business work as distinctively as it competes?

You can’t do something persuasive,distinctive, and unique in the marketplace unless you do something persuasive, distinctive, and unique in your business. Strategy is culture, culture is strategy.

3. Has this business and its owner created an emotional and psychological connection withits clients?

Real lasting success today in every type of business is about so much more than cost, performance, features and economic value. It is about deep passion, emotion, and sharing your principles and values. The businesses that I admire aren’t just competent and productive; they are memorable in every way that you encounter them online or off. They lead with authority and credibility right down to the person who turns out the lights last.

4. Is this business creating leaders all throughout the business?

The thought leaders and businesses I admire don’t just lead their business in terms of originality or making money or market share. They also deeply understand that the only sustainable form of long-term business leadership is the power to create thought leaders all the way up in the business.

5. Is this business as consistent as it is creative around creating social influence andauthority?

What fascinates me about so many of the great businesses I’ve gotten to know is that even in a world of relentless change, they don’t change their currentstrategies and systems in response to those changes. They are certain about the ideas in which they believe the culture they have created, their connections with clients, and are prepared tostick to their strategies even as the world around them is unstable.

So here are my questions to all of you who are watching and listening to those all in the same programs, masterminds, etc: How do you figure out which social influencers, authority, and businesses are truly worth admiring, and therefore worth your time, money and effort studying, following and learning from? What are the attributes, qualities, and characteristics that identify thought leadership, social influence, credibility, and authorityand business greatness in your mind?

I would love to know, so share your thoughts here. Come on, I double dog dare you.