Impact and Influence: Tips to embrace and communicate your brand

To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

 

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio formats on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, on You Tube and on my website Winnie Anderson dot com.

Show Notes

One of the toughest parts of being self employed is actually getting clients, right? Whether we go to mixers, conferences, lunches, dinners, or use video to market ourselves and our services, we’re putting ourselves out there and can feel really exposed when we’re doing all that. And of course that’s because are to a large degree. That’s how humans operate.. we look, listen, and react.

This fact can make us so nervous it can actively hold us back. Or we can embrace it. Develop our voice and point of view, leverage that, and attract the clients that resonate with our message so we’re attracting people who will get the most out of working with us and who we would most enjoy working with.

That’s all easier said than done sometimes.

That’s why I wanted to have Valerie Sokolosky on the show.

Personal branding and leadership presence expert Valerie SokoloskyValerie is a former broadcaster, voice over artist, and professional speaker who moved into a career in corporate training and executive coaching. She’s been running her successful Dallas, TX based firm Valerie and Company for more than 30 years.

Valerie is the author of 8 leadership books and was featured in The Wall Street Journal for having one of the nation’s first executive coaching practices.

As an ICF accredited coach she inspires leaders to develop a strong personal brand that differentiates them in the marketplace and creates greater success for themselves and their organizations.

When the field of executive presence was forming, Valerie was there helping forge the industry. Then when personal branding emerged she was there to merge the two specialities.

Today’s Valerie’s focus is well defined. Guiding leaders and developing high performing teams; increasing business development and creating a culture of superior employee engagement.

So listen in as Valerie shares her journey as well as she explains:

  • What a personal brand is and why it’s as important as ever to uncover, embrace, and communicate yours
  • Why we need outside help in recognizing our greatest gifts as well as seeing our blindspots
  • What’s meant by the concept of executive presence and why it really is important to us in our careers as solo professionals
  • We’ll also share some suggestions for success at mixers and events. These are going to be especially good ideas for my fellow introverts.
  • We’ll also share some suggestions on what not to do and behaviors to avoid. You don’t want to become what Valerie calls a WAM-er.

As always listen all the way to the end where I’ll share you cocktail exercise and action step for this episode.

Terms That Might Be New to You

Point of View – According to Dictionary.com, it’s “a specified or stated manner of consideration or appraisal; standpoint”; “an opinion, attitude, or judgement”

Past Episodes That Relate to This One

Jeff Rock, The Power of Your Story

Guest Resources

Subscribe to Valerie’s newsletter and get her great tips (scroll to the bottom of the page)

Valerie’s author profile page on Amazon where all her books are listed

Connect with Valerie

At her website

On LinkedIn

On Twitter

On YouTube

 

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How to Easily Add Emotion to Your Copy – Without being sleazy or salesy

I recently reviewed a piece of copy for a client.

It was decent – grammatically correct, short, to the point, direct language.

The problem?

It didn’t make me want to take the action she wants the reader to take.

This client is probably one of the smartest people I know. The work she does is incredibly high value and makes a tremendous impact on the clients she works with by improving sales and cash flow while reducing their stress.

But her copy was “just the facts ma’am” sort of copy.

I understand where this comes from because I suffered from it myself when I first started as a copywriter.

One of the things the clients I served (while working at two different agencies) liked was that they believed I sounded like them and wrote what they’d say if they could think like that.

The biggest thing they liked was that I never made them sound salesy.

While I never tried to be one of those “BUY NOW!!” copywriters, I knew I had to touch potential clients in their heart as well as in their head.

That means that the headline is compelling – it gets the reader’s attention and draws them in to read the next sentence in the copy.

And every sentence is written with the intention of inspiring the prospective client to read the next line.

But you can’t be blah. People are in a hurry. They’re busy. They’re juggling multiple issues.

You’ve got to grab their attention and inspire them to action…whether that’s to join your community by opting in, opt-in for a bigger piece of content than “just” your newsletter, or to make a purchase.

And we’re all super pressured and time-crunched. Especially entrepreneurs, self-employed professionals, and owners of micro firms.

You know that in theory right?

You know that people buy on emotion and rationalize with logic. (Just ask my husband who came home from the car dealership with a different car than the one he went there to buy.)

Here are 4 common reasons you likely find it hard to add emotion to your blog posts, sales pages, and emails. Let’s see which one(s) resonate with you.

  1. You don’t want to be one of “those people.” You know the kind. The ones who make these outrageous promises about the results you could get based on the fact that one outlier client of theirs achieved something big one time. You also know the importance of managing someone’s expectations and the problems that ensue when you lead someone to believe they’ll be rolling in dough virtually overnight.
  2. You’re naturally in control of your emotions. Several years ago when I was working on my husband’s resume and cover letters I reached out to people he worked with and asked them what they liked best about him. What did they think made him so special? One of the things mentioned time and time again was his ability to remain calm in a stressful situation and help them get and remain calm too. That’s actually one of many things I love about him.If you’ve been a manager or higher in an organization I’ll bet people would say the same thing about you.If you’re like me, you saw people who would freak out over the slightest problem (maybe you reported to people like that). You had people coming to you talking about a “crisis” or the latest “disaster.” And I’ll bet you prided yourself on being the voice of reason…the calm in the storm.

    I know I did.

  3. You tend to under promise and over deliver. If you start out making what you see as wild promises you fear you can’t deliver on them so you keep the emotion in your copy very low-key.
  4. You think your audience will believe you’re coming on too strong. I know some of you sell to CEOs, CIOs, and all the other C-suite people, and others sell to entrepreneurs who run multi-six figure and even 7-figure or higher companies. But unless you show you know exactly what they’re feeling as well as what they’re thinking you’re just not going to get their attention.

So here are a few easy ways to dip your toe in to adding more emotion and connecting with the dominant emotions of your audience.

Get to the emotion behind what your audience wants. Yes, your potential client wants to have their problem solved but they want it solved for the emotional outcome solving it provides. People aren’t just “happy” you solved their problem. Are they “relieved” because you took a project over that they weren’t going to get done? Do they now have “less stress” and are “able to be fully present” with family on the weekends now. Think about what you give them. There are emotions in there. Identify them.

Use testimonials. Can’t come up with the words to emotionalize a benefit? Take excerpts from a testimonial. Your clients have no problem gushing about how fabulous you are and the joy they felt when you helped them achieve something.

Get out a thesaurus. Whether you use the online version or whip out your trusty Roget’s, sometimes you just need help coming up with a better word. You can also grab the list of 317 Power Words on Jon Morrow’s SmartBlogger site. Remember, you’re goal isn’t to choose the biggest words, just the ones that are more compelling than the not so exciting ones you’re using.

Remember, you’ve got to connect emotionally with your audience as well as communicate a message that makes sense to them logically.

But clients choose to work with you because they trust you, feel you understand them, and want the solution you offer in the way you offer it. Let them see how much you understand them by using emotional terms that reflects what’s going on in their heart and head.

Do you struggle to use emotion in your copy?

Pricing for Profit | Justin Krane Challenges Our Thoughts on Pricing


To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

 

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms, and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio formats on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, and on You Tube.

Show Notes

I’ve talked before about how we corporate escapees start our service-based businesses as consultants, coaches, or healers because we:

  • Have skills and talents we love to use that we want to share with the world
  • Figured out the solution to a problem and want to share that solution with others who need it
  • Feel called to a mission and want to dedicate our lives to making a difference

So we’re out on our own and we suddenly come face to face with our own crap.

We discover we hate selling and aren’t too crazy about marketing either.

We struggle to talk about ourselves and the value we bring to others.

And we can really struggle with money issues.

We undercharge.

We don’t stay focused on the numbers and key performance indicators for running a profitable business.

I say “we” because this has certainly been true for me.

But it doesn’t have to be this way.

It’s time to embrace our power…and that starts with understanding everything involved with pricing for profitability.

My guest today is Justin Krane. He’s a certified financial planner and money strategist for entrepreneurs.

Justin is known for his savvy, holistic approach to financial planning and he advises his clients on how to unite their money with their lives and businesses. And he does it using a unique system developed from his studies of financial psychology.

He educates and supports his clients in a non-judgemental way while helping them understand the financial side of running their businesses and making a profit.

Listen in as Justin explains:

  • Why it’s critical to price for value and to create a premium pricing strategy
  • The impact that self-confidence and self-worth have on our pricing strategy
  • Why we’ve got to get to 6-figures as fast as possible
  • Common mistakes made with pricing our offerings that limit our profitability and can create stress
  • And ROL versus ROI

As always listen all the way to the end where I’ll share your cocktail exercise and action step for this episode.

Terms That Might Be New to You:

Key Performance Indicators (KPI) – A set of data points that are measured and used to make decisions and judge how well the business is doing.

Return on Investment (ROI) — A performance measurement that compares the cost and the revenue generated as a result of that cost.

Guest Contact Information

Website

Free gift

Justin on social media:

Facebook

Twitter

LinkedIn

YouTube

Justin’s book – Money: You Got This

Ready to get focused on building your business?

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Your Greatest Challenge Can Be Your Greatest Gift

To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio formats on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, on You Tube and here on my website.

 

Show Notes

Every one of us has experienced some sort of challenge in our lives. For some it was a momentary mistake or action we took that we regret but have learned to live with. For others it may have been a loss or a rejection.

In today’s episode you’ll hear from professional speaker Peggy O’Neill who is 3 and a half feet tall.

Peggy is an award-winning keynote speaker and author. For over thirteen years, she has inspired powerful positive change in corporate and women’s groups across the US with her unforgettable, dynamic, and humorous keynote speeches and trainings.

Coming from the field of psychotherapy, and drawing from her extra-ordinary experiences triumphing over the many trials- being a little person living in a big world- Peggy lends her expertise in the areas of personal empowerment, celebrating diversity and enhancing professional performance.

Peggy has presented to over 100,000 people in organizations such as FEMA, Chase Bank, Diversity Works, Texaco, US Environmental Protection Agency (EPA), Lucent Technologies, Ball Aerospace, Lockhead Martin and many others.

She has authored two books: Walking Tall: Overcoming Inner Smallness, No Matter What Size You Are;and Little Squarehead, an illustrated children’s book.

Featured on the cover of Speaker Magazine , Peggy is also a contributing teacher in the films The Opus, and Tapping the Source  Additionally, Peggy serves young students, offering anti-bullying and self-esteem programs.

Happily, Peggy brings real solutions to audience members and their hosting organizations. She lives in Ojai, CA, a small town near Santa Barbara.

Listen in as Peggy shares:

  • the path she took to becoming a professional speaker
  • her perspective on taking your greatest challenge and making it your biggest gift
  • the single biggest and best question you can ask yourself
  • 3 simple steps you can take to deal with your inner critic
  • How you can grow your inner bigness

She also shares a great, brief, guided meditation you can use any time to reconnect to your inner magnificence.

As always listen all the way to the end where I’ll share your cocktail exercise and action step for this episode.

Guest contact information

Peggy’s website
Videos, audios, books, etc 

Peggy’s online classes. Check out what’s coming up soon.

Book Peggy to speak 

Follow Peggy on Social Media
Facebook

You Tube

Related Episodes

Sometimes in an interview, I’ll mention past episodes and / or guests. Here are the links that are mentioned in this episode or whose topics relate to this one.

Mark Baker – From Abused to Abundant 
Grace Bell – Challenge Your Thoughts, Change Your Life
Jessica Yarbrough – From Foodstamps to Six-Figure Coach 

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Make Your Mess Your Message: Health Coach Ellie Savoy


To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

 

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio formats on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, on You Tube and here on my website.

If you like what you hear I hope you’ll share the show with others and I hope you’ll decide to join my community. You can become a fan of the show on my site at Winnie Anderson.com/fans. When you do you’ll get episodes delivered right to your inbox along with information, tips, and resources to help you consistently move forward with courage, confidence, and clarity to position and pre-sell yourself as the unique solution provider you are, so you profit from your expertise.

Show Notes

Solo professionals often start a business because we’ve had some life changing experience, we’ve had a revelation, or we’ve overcome a challenge and we want to or feel called to help others who are where we used to be.

But how do you do that?

We often just dive in and are forced to figure it out as we go.

I’m hoping to shorten the learning curve for you and all of us who dream of helping others.

So this episode is one in what I think of as an informal series where I may talk to an entrepreneur about their particular specialty but also about how they built their business.

You’re going to meet Ellie Savoy who is a best-selling author and health coach. She is going to share her thoughts on the importance of maintaining good health for us entrepreneurs but we’re also going to talk a little about how she got started and things she did that gave her business a boost.

Ellie works in a variety of ways with businesses and nonprofits. She conducts everything from one-on-one coaching programs to large group programs, virtual training, webinars, and live events to help companies establish their wellness vision and strategy. She makes it fun and engaging…not some dull lecture. Participants walk away with at least three things from each session they can easily and immediately implement to start feeling better quickly.

At the end of this episode I’m going to share some additional thoughts about how you can make your mess your message.

So listen in as Ellie shares:

  • The health problem that caused her to face the need to make changes around her own health
  • The importance of good health for every entrepreneur
  • Things Ellie did to get her business to be successful and what she’d do differently today
  • Things to be cautious about as you work to build a business a service focused business

And as always, listen all the way to the end where I’ll share some of my own insight, tips, and things I know now that I wish I’d known then.

Guest Contact Information

Ellie’s website

Ellie’s 5-step virtual program to help you “stop dieting and start living”

Twitter

Facebook

LinkedIn

Pinterest

YouTube

Instagram

Google+

Resources

Ellie’s book: Stop Dieting, Start Living

Ready to Make Your Mess Your Message?

Subscribe for more information about upcoming programs, especially Foundation for Success which is a private coaching program specifically designed to help coaches and consultants build a profitable business.

Let Your Light Shine: Unleash the Bold Magnificence Within You

To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio formats on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, on You Tube and on Winnie Anderson.com.

If you like what you hear I hope you’ll share the show with others and I hope you’ll decide to join my community. You can become a fan of the show on my site at Winnie Anderson.com/fans. When you do you’ll get episodes delivered right to your inbox along with information, tips, and resources to help you consistently move forward with courage, confidence, and clarity to position and pre-sell yourself as the unique solution provider you are, so you profit from your expertise.

Show Notes

One of the things many solo professionals deal with is low self worth and self-esteem and often we suffer without fully realizing it.

We’re pretty confident and we may have even been courageous at times in our former corporate or organizational lives.

But out on our own where we can feel exposed and we may struggle with issues like imposter syndrome and what my friend Sandi Massori calls “who-am-I-itis” this can prove debilitating, disempowering, and ultimately can keep us from the success we dream of and deserve.

I’ve had clients who were held back by this, as well as colleagues, and friends. I knew this was going to be an ongoing issue for me to address on the show because I think dealing with this takes courage and once you HAVE dealt with it you’ll find yourself bravely taking the steps you need to take to position and presell yourself so you can profit from your expertise.

And that’s why I’m excited to bring you today’s guest.

Coach Nat Couropmitree in a basecall cap and sunglasses smilingNat Couropmitree (pronounced ca ROPE my THREE) is a coach who helps entrepreneurs, artists, consultants, and coaches to stand up for their uniqueness, align their soul and work to bring them freedom, joy, and fulfillment.

Nat calls that living magnificently and he helps clients to embrace and bring out their bold magnificence which is also the name of his podcast and website.

Listen in as Nat explains:

  • What exactly is bold magnificence and why it’s the essence of who we are
  • How to overcome feelings of self-loathing and unworthiness
  • How to embrace our magnificence without going over to the dark side and becoming a jerk
  • Dealing with the inner critic who seems determined to keep you feeling and playing small
  • What it means to live a vision of magnificence

As always listen all the way end where I’ll share your cocktail exercise and action step for this episode.

Guest Contact Information

Nat’s website 
the Bold Magnificence podcast 
Nat on Social Media
Facebook 
You Tube
Twitter 

Past Episodes Related to This One

Jeff RockThe Power of Story Over Your Life
Grace BellChallenge Your Thoughts, Change Your Life

Want more resources and information to help you achieve your goals and grow the business of your dreams?

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Launching a Nonprofit: Business Lessons for All Startups


To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

 

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio format on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, on You Tube and here on my website.

If you like what you hear I hope you’ll share the show with others and I hope you’ll decide to join my community. When you do you’ll get episodes delivered right to your inbox along with information, tips, and resources to help you position and pre-sell yourself as the unique solution provider you are, and ultimately to profit from your expertise and build a business in alignment with your faith, beliefs, and values.

Show Notes

While you may not be thinking about starting a nonprofit, there are many lessons to be learned by hearing about the ups and downs of launching one since as my guest says, it’s really just another form of a business.

This episode has a little longer set of application exercises which I explain at the end of the interview.

In this episode you’ll meet Dr. Monique Y. Wells who is the founder of The Wells International Foundation. Monique is a native of Houston TX and a resident of Paris, France. She is a veterinary pathologist and toxicologist, world-traveler, serial entrepreneur, and arts enthusiast. Her dedication to empowering minorities, women, and young people led her to launch her foundation in 2015 and is the driving force behind its mission.

Listen in as Monique and I discuss…

  • Why she decided to reorganize her entrepreneurial activities under the business model of a nonprofit
  • How she got the foundation off the ground and the hardest part of doing that
  • The difference between a nonprofit and not for profit
  • Things that surprised her about starting and running a foundation
  • What we both wish others knew about foundations and nonprofits
  • The single things she’s most proud of since starting the foundation
  • The similarities between profit making and non profit organizations

As always, listen all the way to the end where I’ll share your reflection exercise and action step for this episode.

Guest Contact Information

The Wells International Foundation Website

WIF on YouTube

Monique on Social Media

Facebook

Twitter

LinkedIn

YouTube

Additional Research, Resources and Information

Business Models for Dummies

Nonprofit Kit for Dummies

 

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Being self-employed is wonderful. Except that it’s easy to get distracted, grab at every Bright Shiny Object, and get confused following every guru.

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It Takes Faith in Yourself as Well as Faith in God to Grow Your Business

In today’s gospel reading includes a well-known example of faith:  the woman who had suffered from hemorrhages for years who was healed after touching Jesus’ cloak.

He turns to her and says “Take heart, daughter; your faith has made you well.”

I think this is a great example of the 7 keys to achieving your goals.

  1. Clarity. This involves knowing what you want and being able to realistically assess where you are. No exaggerating your circumstances. Just look at the facts and claim them as they are.This woman certainly recognized the severity of her problem. This story is told in two places in the gospel — Matthew and Mark.Mark’s retelling gives a little more detail than Matthew’s. Mark reports the woman had been suffering with continuous bleeding for 12 years. She’d “suffered many things from many physicians. She had spent all she had and was no better, but grew worse.”After learning about Jesus, she decided that He was her only hope and she decided she needed to try to see him.
  2. Beliefs. Making change and achieving any goal requires believing that change can and will happen. We’ve got to believe several things in order to make change happen and to achieve our goals.We’ve got to believe in God and that He has a plan that includes us. That ultimately all things work for His glory and our benefit.It’s patience to get to that other side and experience the benefit that’s so hard.But the other part that’s hard is to believe that we’re worthy of the outcome we want.
  3. Environment. We have an external environment and an internal environment. Both have to support our efforts to create a life and business in sync with our faith, beliefs, and values. We need an active prayer and spiritual life and need to keep that life “tidy.” We also need to keep our thoughts optimistic (that’s different from just being positive) and focused.Our external environment doesn’t just focus on the state of our homes and offices. It also speaks to the people we work with, live with, and associate with.Science has known for a long time that “gloomy thinking can be contagious” and that shouldn’t surprise us. Just think about the places you’ve worked, where you most happy and where you were most unhappy. One of my earliest jobs was as a secretary in the purchasing department of an engineering firm. The woman at the next desk was one of the  most miserable people I’ve ever known.  As much as I tried to ignore her, I couldn’t. She kept up an ongoing monologue of complaints about everything from the vendors we dealt with to employees in other departments to the weather. Eventually it wore me down and led me to focus on the negative of every day. I was sorry for her but happy for me when her job was eliminated.But I was pretty negative on my own. I had to tune in to my own thoughts and begin to turn them around in order to save myself.
  4. Strategy. The woman in the gospel reading had heard about Jesus. She knew he was powerful and had a reputation for healing. She believed he was her last and only hope to heal her sickness. But she needed a strategy to get there and come in contact with him. There must have been hundreds if not thousands of people who wanted to see and touch him. How would she get there? How would she navigate the crowd to come into contact with him? It took a solid, but flexible plan to achieve the end result.
  5. Skills. In this case, she focused on what she could do. She could take herself there and take advantage of the opportunity that presented itself. Maybe she had called out to him and he didn’t hear her. Maybe she realized that the crowd was too loud or that she’d never get his attention. But her belief that his power was so strong that all she had to do was touch his cloak was enough.One problem we can develop is that we believe we don’t have the skills it takes to achieve our goals. We look outside of ourselves because we’re not enough….not smart enough…not talented enough…there’s something that’s just not good enough about the skills we do have.But skills grow from within. They need the right fertilizer to grow. Sometimes we do need help from an outside source but we need to choose the right one and do what will propel us to growth and goal achievement. We need to focus on the core skills that will move us forward and not on the skills that won’t get us where we want to go or those that distract or soothe us from taking courageous action to move forward.
  6. Courage. It’s defined as action in the face of fear. Standing up for yourself. Identifying your core message and saying it loud and clear. Focusing on communicating to the audience that most wants to hear your message and that will resonate most with it and you. It comes from listening to God and feeling his presence. To moving forward with what you know to be right even though others tell you that you’re making a mistake.If you find yourself chronically unable to take action, ask yourself what you’re afraid of. Fear is often a memory that we project on to something in the future.When you connect your intended action with your faith, beliefs, and values it can give you strength to take the action you need to. Remember, you’re never alone. These are the best times to pray and ask for courage, wisdom, and strength.
  7. Action. Maybe the woman from the gospel story would have gotten well “on her own.” Maybe some new doctor would learn of her case and save her. She could have kept waiting. After all, she’d been sick fore than a decade. She was probably used to it.But she didn’t. What did she have to lose?So she got herself to where Jesus would be and touched his cloak.Can you imagine the joy of hearing “your faith has made you well” after so many years of being sick?Have you been looking outside of yourself for answers that have been inside of you all along? Have you given your power to someone else in the hope that they can “cure” you? Or are you willing to turn inward, to connect with God, and allow what’s inside of you to come out?

Which Classic Monster Are You Most Like When It Comes to Content Marketing

I have a love-hate relationship with Halloween.

I’ve never really understood why people get dressed up and go to the homes of strangers who are then supposed to give them candy. Can’t you just buy it?

And the town I live in says Halloween has to start at some ridiculous time like 5pm.

I’m supposed to stop working early because strangers are at my door and they want free candy?

Makes no sense to me.

Which is why, when I was 8 years old, I told my parents I wasn’t doing it.

The candy was where I was already. I didn’t have to go get more.

But one thing I do love is decorating for Halloween.

Since we moved, I don’t decorate as elaborately as I used to. But I still love to put my favorite pieces out.

This week, as I was putting out my Halloween classic monster beanies, it dawned on me that many of us have content strategies that are aligned with classic Hollywood monsters.

So with all due respect to the various copyright holders, let’s see which classic monster you’re most like when it comes to your content creation, delivery, and marketing.

Wolfman. We all remember this story. A guy gets bitten by a wolf that’s actually a wolfman. The next time the full moon rises, he shows up and starts attacking.

Your monster avatar is Wolfman if you only create and distribute content once in a full….scratch that…blue moon.

Building a brand that solidly positions you as the obvious, trusted authority that creates desire in your audience to learn more and work only with you requires putting out great content on a consistent basis. The absolute minimum is once a month in my opinion. I think it’s reasonable to create something twice a month. So if you’re not sending out regular communications — more than once every 28 days — then it’s time to ask yourself why and create a plan to step it up.

Frankenstein’s Monster. The poor monster maker, Dr. Frankenstein, got overshadowed by his creation and we don’t refer to the monster as his credit says in the movie (“the monster”…how original). Instead we refer to the monster by the doc’s last name.

You have the Monster as an avatar if your content is a hodge-podge of topics, themes, and messages. At least you’re putting out SOMETHING…but since you don’t have a clear and  consistent message then your content doesn’t get people too excited. You actually confuse people about what you do and what you’re the expert at. And we all know “a confused mind never buys.”

You’re not building a strong brand that sets you apart as the go-to person so you’re hard to find and even harder to refer. Without strong positioning as a go-to authority, potential clients or students are likely to waste money on big, expensive programs that don’t meet their needs because the person selling it has a bigger “name” than you do. When you finally do talk to people or put in proposals, you have to work harder for the person to say yes.

Mummy.   Maybe you put out content pretty regularly. And the content is good. But once you publish it you never share it again. In effect, it’s buried. Just like Imhotep, the original mummy played by the legendary Boris Karloff.

Your solid piece of content sits on your website but it might as well be buried inside a tomb. The web visitor had to work hard to find the content and you. Maybe Google and the other search engines have to work hard to find your content to have it appear in the search results because, without the right elements and without consistent, unified content, what you create  might as well be inside a sarcophagus deep inside a pyramid.

Ghost.  The first ghost that comes into my mind isn’t really scary. It’s Casper. Hey, he’s a friendly ghost right (boy am I dating myself or what?)? The problem is Casper only appears to certain people. He’s a scaredy-ghost.

Your monster avatar is Casper if you only create content for “friends”…People who are on your list or otherwise already in your community. You don’t provide that “top of the funnel” sort of content that a new audience member would find helpful to introduce you and your approach.

You’re also a Casper if you create content that doesn’t invite people to take the next step, whether that’s take a quiz, attend an event, or more importantly work with you or otherwise go deeper to achieve the transformation they want and that you provide.

Casper was too nice. He just wanted people to be his friend. Which is nice, but you want a list of people who are highly engaged and ready to take action to get to the next level.

 

Skeleton. OK, skeletons aren’t exactly scary but you can still have one as your content monster avatar.

You’re represented by this monster if you only send out super thin content.

Your articles might share tips but they never have the kind of “meaty” detail that would help them truly understand the action to take.

Maybe you’re stuck in the mindset that “if I share my best tips and how-to’s no one will hire me.” That’s flat out wrong. Someone on a webinar made a great analogy:  You still go to a movie even though you saw the trailer, right? Content that’s meaty and longer does a great job of solidly positioning you as the knowledgeable expert authority while it educates the reader (or viewer…or listener….of whatever). Meaty copy  (1600 words) is actually what people want and gets consumed.

People want real value. And as long as your content addresses an important problem and shares how to fix it, your audience will read it.

It takes longer-ish copy for you to pre-sell your POV, and inspire your consumer enough to take action when you invite them to do so (in other words action on your call to action).

Dracula.  I grew up watching Dark Shadows. Yes, the ORIGINAL one. And no I didn’t watch the reruns.

I ran home from school every day to see it.

I ended up so scared every SINGLE night that I slept with the covers pulled up around my throat until I started having hot flashes 40 years later.

Listen, I know you hate selling. That’s actually a big part of the problem. You’re so terrified of becoming like “them” that you avoid putting out content and when you do put something out you can’t bring yourself to make an offer for fear that people will think you’re salesy.

But…you DO have to eat and you DO have to keep the electricity and Internet on.

So Dracula is your Content Monster Avatar if you only send out content when you want something. When you (your content) shows up, people KNOW an offer is coming and to be honest, they’re not really interested because you’re never around sharing useful information that educates them while elevating you in their eyes and heart. Then you go into hiding again because you’re disgusted by acting like a taker (like Drac…he’s the ultimate taker).

And of course if you act like one of these monsters your business isn’t growing, your brand isn’t growing, and you have to work harder than you want to or feel you should.

This is why a content strategy and content calendar are so important.

Quick Tips to Use Content to Position and Pre-Sell You

Here are some quick tips to really leverage content to position and pre-sell you and make it easier for great clients to say yes to working or learning from you:

Identify your core message, your sub-messages, and stick to them. Remember, your objective is to be seen as the go-to person in the eyes of those you serve.

You can only do that when you continuously share content that’s consistently on-message.

Know what your offerings are and when you’ll promote them. Whether you provide custom solutions all year or you have courses you offer, naturally you want everything to be bought all the time.

But to effectively manage your time and leverage it well you must focus on certain offerings at certain times. Create a calendar – even if it means ballparking what you’ll promote in quarters – and then start mapping out content topics that will inspire and invite the content consumer to take the next step.

You can plan to fill in gaps in your calendar with related topics that may simply inspire people to stay in or join your community. You don’t need to have an explicit call to action to buy or do something.

About 6 to 8 weeks before you launch, start sharing educationally-focused content tied directly to the problem addressed by your offering.

Get people excited about the next content piece in the process. Help them see that this is a series and encourage them to keep an eye out for the next piece. Share a couple of bullet points with them to get them interested in it.

Identify themes and events then tie them to your content. That’s what I did here. I capitalized on the holiday of Halloween and used what was in my house. This helps inspiration show up for work and do her job.

Create a calendar and schedule the work. This is one that I’m still working on myself.

To make sure our work has as much impact as possible, we need to map out our schedule to include time every day to work on the small pieces of content (like articles or short videos) and the big pieces of content (white papers, books, or video series for example).

Micro steps are the best way to do it. Just a few minutes every day where you capture your thoughts on your content will get you farther than trying to block out an entire day or even an hour to get something done.

Publish, share, share again. Sure you posted the article on your blog and maybe shared it on your other social sites, but do you have it automated through a tool like Hoot Suite to go out periodically?

Re-sharing content is a very smart move, especially if your content is evergreen.

Content creation doesn’t have to be scary.

It’s exactly the best strategy for someone like you who hates to sell and isn’t crazy about marketing.

The word Sell comes from the word Sellan which means to give.

So embrace that original definition and the formula, Educate => Elevate => Inspire => Invite. Then you’ll be on your way to position and presell yourself as the go-to trusted authority for your best clients.

Upcoming Content Strategy Workshop: The Write Plan

Ready to create a simple content plan you can stick to, that positions and pre-sells you as the trusted authority you are? Then come to my upcoming workshop The Write Plan. In this interactive workshop taught live over two half-days, you’ll…

  • Focus your message
  • Create a content strategy
  • Plan an editorial calendar that warms up your audience and supports your offerings
  • Plan your work schedule so you know what to create, when to create it, and do it without killing
  • yourself.

How the course is taught

The course is taught live and you’ll have access to the recordings, get the handouts, and templates. And I’ll be hosting open Q&A calls as a way to support you through the implementation process for at least 3 months after the event.

Who the course is for

The program is specifically for coaches, consultants, and other solo service providers who hate selling (aren’t crazy about marketing) and who want to position themselves as the clear solution to their audience’s problem.

Cost

The early-bird price for the course is $147 and goes up to $197 at 5pm on Monday, October 16th.  Click this link to register.

From Rags to Riches to Rags and Back to Riches

To listen to this episode here on the website, click the triangle to the far left of the play bar. To download and save for playing on your preferred device, click this link; then click the down facing arrow on the far right of the play bar.

Welcome to the Courageous Entrepreneur Show. This is the show that shares information and inspiration to help you break free from self-doubt, limiting beliefs, and disempowering patterns and break through to create the thriving, successful business you dream of and deserve.

The show features interviews with entrepreneurs who’ve overcome amazing challenges to create success on their terms and experts who share insight and practical information that can help you get past your blocks and move forward with courage, confidence, and clarity.

The show is available in both video and audio format on a variety of platforms including iTunes, I Heart Radio, in the Google Play store, and on You Tube.

If you like what you hear, I hope you’ll share the show with others and I hope you’ll decide to join my community.

You can become a fan of the show at Winnie Anderson.com/fans. When you do you’ll get episodes delivered right to your inbox along with information, tips, and resources to help you consistently move forward with courage, confidence, and clarity so you position and pre-sell yourself as the unique solution provider you are, and ultimately to profit from your expertise while building a business in alignment with your faith, beliefs, and values.

Show Notes

This week’s guest has an amazing story that goes from rags to riches to rags and back to riches.

Trevor Crane is a speaker, advisor, and a 10-time #1 best selling author. He’s also the founder of Epic Author Publishing. His special passion is helping service-based businesses including consultants, coaches, authors, and speakers take their businesses to the next level no matter how successful you already are.

Trevor grew up poor, the son of a horseshoer in Phoenix Arizona.

He went on to live his dream of entrepreneurial success building a multi-million dollar business with a partner and 12 employees.

And in 2009 lost it all.

He’s since re-built his life, is back earning millions, and today lives a life without limits with his fabulous wife Robin and their daughter.

Listen in as Trevor shares:

  • The thinking patterns that led to his downfall
  • The simple changes that helped him start to climb back
  • Adjustments he continued to make that helped him grow personally and professionally and eventually 10X’d his income
  • How he got off of what he calls the emotional rollercoaster of sales
  • The missing ingredient that’s missed in positive thinking
  • The mindshift that helps develop the patience and clarity to spot the prize buried inside a pile of crap
  • The big questions to ask yourself
  • How to identify fears and move past them
  • And some tips to avoid giving too much information to prospective clients so it’s easier for them to say yes to working with you

As always, listen all the way to the end where I’ll share your reflection exercise and action step for this episode.

Guest Contact Information

Trevor’s website

His free book offer

Trevor’s podcast

Trevor on social media:

Facebook

Twitter

YouTube

Past Episodes That Relate to This One

Dr. Nadia Brown, Selling when you hate selling

Resources Mentioned in This Episode

Get the Tool I use with clients to help them get clarity (Just add your email address in the field that opens up)

 

Ready to Get the Support You Need to Stay Focused and Achieve Your Goals? Become an Action Taker!

The Action Takers Group is a small coaching / accountability group of like-minded consultants, coaches, and other service-based experts who get support they need to stay on track to achieve their goals and take their businesses to the next level of success. Get more information about the group here and sign up to get advanced notice of the next enrollment opportunity.

 

 

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