Tag Archives: Marketing

Choosing a Target Market is Harder Than It Looks

Photo Credit: Tobe Gaulke on Flickr.

“When are you going to be satisfied?”, he asked.

My husband was frustrated. We’d been perfectly happy in that little house for nine years already. So what if it was getting a little crowded? What was wrong with that?

Why ask for more?

Because I wanted to grow. Because I knew we’d want the space when the kids hit adolescence.

Because I was ready for a change.

I’ve always liked variety. Even when I love something (as I did that little house) there comes a time to move to the next stage of the journey.

So it’s no surprise that I seek out variety professionally as well. As a psychotherapist, I never wanted to work in just one area, so I’ve done a lot of different things. There’s very little in mental health that I haven’t had experience with at one time or another.

And as a business coach, it’s the same. I love the variety of my clients’ businesses. Attorneys. Event decorators. Energy healers. Yoga instructors. Psychotherapists. Coaches of all kinds. Employee engagement specialists. And yes, even a biochemist.

And yet…
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Your 7 Step Guide to Planning Content for an Entire Year (and Writing Your Blog with Ease)

Photo by Your Best Digs on Flickr

December is for Decisions.

White lights or color?
Real tree or synthetic?
Rudolph or Charlie Brown?

And if you own a business, those December decisions are critical.

This is when you decide what you want to accomplish, and what you want your business to do in the coming year.

Is it time to raise your prices? Hire new team members? Create a new program? Maybe just get more rest and have more fun? (Yes, those are business goals, too!)

Whatever your goals, careful, in-depth, advance planning is the key to making sure you reach them.

And one place this will absolutely save your sanity is in planning your blog.

Writing fresh articles and creating new content week after week can be a daunting task. So I developed a process that enables me to not only be strategic and deliberate about the content I write, but makes the actual task of writing easier.

When I sit down to write to you each week, I already know what I want to cover, and how that topic fits into my messaging as a whole – week by week, month by month, all year long.

The key is taking the time to do the work to get clear up front.

And no, that isn’t easy.

But if you’ll follow my lead, set aside a few hours and work your way through the process I outline for you here, you’ll thank me all the way through next year. :)

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Your Clients Love You – But Do You Know Why?

Photo Credit: Allen Warren on Flickr.

People don’t buy what you do – they buy why you do it.

That’s the message Simon Sinek explores in his book, “Start with Why: How Great Leaders Inspire Everyone to Take Action.”

The book is the subject of a TED Talk he gave in 2010, that has since been viewed over 35 million times.

There must be something to it, yes?

Yes, because after reading it, I found myself lying awake for hours, thinking about those core questions we all need to answer.

Why does your business exist?
Why do you do what you do?
What purpose, cause or belief keeps you going – no matter what?

What is your why?

Your WHY is a belief you hold about your business, your employees, clients and customers. It’s what sets your work apart from others in your field. It’s what matters most about the way your business shows up in the world.

It’s what drives you personally – and always has, probably since you were a kid.

It’s what makes it all worth it.

When asked why they started the business they have, many entrepreneurs will say they wanted to be their own boss, make more money, have more freedom.

And yes, those are important.

But your clients and customers don’t care about that; that’s not why they love you.

That’s not what drives them to buy your programs or tell others about your services. That’s not what draws them to you over countless other options they could choose instead.

And I’ll bet none of that really fuels your fire either.

No – it’s your heart, and the heart of your business – that does that.
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Seven Marketing Mistakes You Don’t Want to Make

Photo Credit – Karen Roe on Flickr.

“A confused mind never buys.”


That long-standing bit of business wisdom is true. If you’re not sure what I mean by that, think about this.

What’s your favorite restaurant for breakfast or lunch?

It may be a fast food joint or the local coffee shop. Odds are, it’s a place you visit so often you’ve memorized the menu.

“I already know what I want. I’d like one of your spinach-artichoke soufflés today, okay? Thanks!”

(And if you recognize that one, tell me in the comments!)

Why do you keep going back?

The environment suits you. It’s just the kind of place that you, and others with your tastes, like. Perhaps it’s country cozy. Perhaps it’s sleek and minimalist. Whatever it is, it fits your personal style in a way you value.

Their food suits you. Perhaps it’s organic, with plenty of vegan and gluten free options. Perhaps it’s country-fried Southern comfort. Whatever it is, it fits your personal tastes in a way that just feels good.

Their schedule works for you, whether that’s for a smoothie after your 5 a.m. run, or a quick bite for your on-the-go lunch. You can count on them to be there when you want them to be.

See a pattern?

Effective marketing makes it easy for you to recognize, understand, relate to and buy the products that are right for you.

If you have a product that isn’t selling, a program no one’s attending or content no one’s reading, it could be because your marketing isn’t clear, and your prospects are confused.

Here are seven of the most common marketing mistakes of well-intended entrepreneurs that leave their prospects scratching their heads….
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How to Step In to the Energy of Marketing

It’s not really that hard.

Once you start thinking like a marketer, you’ll see opportunities to spread the good word about your business everywhere you look.

Unless you think all that “marketing stuff” belongs to someone else, of course.

But it doesn’t. It’s yours. 

If you’re in any kind of business for yourself, you’re also in the business of marketing.

I know that feels daunting for some of you. Unless you have an MBA, odds are good that no one’s ever taught you how to market your work. Goodness knows they didn’t teach me anything about that in grad school!

And it IS true that effectively marketing your business requires a certain level of strategy and skill.

But even before you learn those skills and develop those strategies, you have to step into – and own – the energy of marketing.

So I’ve made this quick video for you to explain a little more about what I mean by that. (You can see it here.)
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