What It Takes to Create an Iconic Brand — Lessons From The Eagles

When someone famous we like dies, my husband Lou and I will do something to honor that person’s memory.

So when news broke that Glenn Frey, co-founder of our favorite band, The Eagles, had died suddenly we watched The History of The Eagles on Netflix®.

That movie was one of those rare films that stayed with me long after it was over.

Not only was it fun to see the band in footage from the ‘70’s, but it was fascinating to see inside the minds of its founders, Glenn Frey and Don Henley.

I walked away with a deeper appreciation of the band and its individual members as well as for Frey and Henley as leaders of the organization and business.

These are the 10 lessons about business and brand building that I had reinforced by watching the movie.

1. Have courage. It took real guts to go to California, try to become a successful singer-songwriter, and have your own band when you’ve never written a song and have limited experience playing in a band. But that’s just what Frey and Henley did.

Glenn Frey, cofounder of the group with Don Henley, told Bob Seger that he (Frey) wanted to write songs but he was afraid he would suck. Seger’s reply was direct and realistic: “Of course you’re going to suck. But you’ve got to keep writing and you’ll improve.”

In the movie, The History of the Eagles, interview footage from the 70’s shows the members all had doubts about the band’s ability to maintain its success and some of them admitted to having had doubts about their individual talents. But Frey and Henley didn’t let anxiety stop The Eagles as a band. They achieved amazing things, including creating the top selling album of the entire 20th century. Imagine what staying focused and being brave can help you achieve.

Lesson for all of us:  Leverage your self -doubt and let it drive you to excellence, but don’t let it go to perfection. You can do that by setting the intention to be excellent and to remain humble and self-aware while managing your ego and working to not hurt others in your crusade to grow your strengths.

Action Step: Reflect on your fears and take action to address them. Taking massive action is a great way to leap over or blast through your fears.

2. Find your sound. This may be the hardest thing any of us does: To get clarity on the message we’re meant to share, then amplify it, and be true to it. Glenn Frey and Don Henley knew the sound they were going for, the music that was in them, and they stayed focused on how to amplify it by working with the best partners they could find who fit perfectly with that sound. They eventually broke up with early members of the band over creative differences and split with their first producer Glyn Johns because he didn’t believe the band could become what they dreamed of – a unique blend of rock, country, and other influences. He wanted to use tactics that Frey and Henley felt were wrong for them. Since their first greatest hits album is the top selling album for the entire 20th century, I’d say they were right.

Lessons for all of us: The hardest thing to do is to be your authentic self. That means embracing your brand essence and giving it voice – your beliefs, your values, your philosophy, and your approach.

Action Step: Ask yourself what you’re resisting and why. Ask yourself if you’re trying to appeal to everyone or at least to too many people. You have an audience you’re meant to serve and who wants to hear from you. Sing to them only. If others listen and are inspired to action that’s great.

3. Treat your business like a business. Creative professionals – especially musicians it seems – are notorious for focusing all their energy on what they’re creating. Glenn Frey and Don Henley were very smart businessmen and while some disagree with the way they ran / run the band, they recognized that they had a clear vision and goals and did what was necessary to achieve it. Early members of the band enjoyed the success but wanted more of a say in the business, more writing credits, and more singing time. I’m not saying Frey and Henley were or are perfect but in the moment, we all do the best we can. And as the leaders of our businesses we have to make very difficult decisions.

Lesson for all of us: Businesses track expenses, forecast revenue, create products, have contracts, follow budgets, and have other key indicators of success and failure. Leaders talk to underperformers or those who aren’t committed to the direction of the organization and, as tough as it sounds, they stop working with those people.

Action Step: Examine your business model and the culture of the organization you’re building. Recognize that it takes working with others to have the impact you truly want and to maximize your profitability.

4. Be a leader – to your audience, to your team and partners, to your industry. Not many businesses can survive by following a consensus-focused leadership style. Even in a democracy someone has to be in charge and someone has to make the decisions. And the founder or founders have to combine visionary thinking with a commitment and drive to set and stay the course. Being an entrepreneur can be a lonely existence and calls for hard decisions sometimes.

Lessons for all of us: You’ll be criticized, second-guessed, and questioned. You’ve got to stay the course and be true to your beliefs, vision, and values. That’s never easy. Especially when you’re going in a direction that’s different from what the so-called experts are telling you to do.

Action Step: Ask yourself if you’re truly a leader or if you’re just following right now. Is your messaging too generic? Following best practices is always a good idea but your message shouldn’t sound or look like everyone else’s.

5. Overcome your fears. Part of Randy Meisner’s refusal to sing Take It to the Limit during an encore was his fear of not being able to hit the high notes live in front of thousands of screaming fans. Of course by the time he hit the highest notes the fans would probably be yelling so loud they wouldn’t hear his voice crack if it did.

Lesson for all of us: Randy Meisner never gave a bad live performance of Take It to the Limit. Yet his fears ultimately are what led to his dismissal from the band. Fear will take hold of us and create a self-fulfilling prophecy.

Action Step: When you find yourself resisting something, saying no to something, ask yourself what you’re afraid of. Confront that fear by planning, controlling what you can, and giving it everything you’ve got. Remember – you’re striving for excellence, not perfection.

6. Take advice from gurus with a grain of salt. I think most of us look for some sort of direction when we go out on our own. We’re looking for validation that our ideas are good and will be profitable, and we’re looking for anything that will speed up the trip from struggle to profitability. Frey and Henley recognized they’d never go farther if they kept working with producer Glyn Johns. What guts it must have took to let go of a producer who had worked with bands who were legends already.

Lesson for all of us: We have to work to find experts and partners who believe in our vision as much as we do and who will work with us to make it happen.

Action Step:  Consider if you’re following one or more gurus a little blindly. Find the balance of listening to a blend of your heart, head, and gut. And if anyone tells you something is simple run away from them.

7. Maintain passion for your message. If you’ve ever found yourself getting sick of saying the same thing over and over again you know what I mean here. Imagine what it must be like to sing the same songs in the same way over and over and over.

When Glenn Frey argued with Randy Meisner over Meisner’s refusal to perform their classic hit Take It to the Limit  during an encore, Frey stressed that the fans – who had waited hours to hear that song — deserved to hear it. Frey went on to admit that he didn’t really want to sing Take It Easy ever again either, but he did it because the fans loved the song and deserved to hear it live.

Those fights contributed to Meisner being kicked out of the band.

Lesson for all of us: Of course you’re going to grow and your message is going to evolve. We’ve got to find a way to keep repeating our message without losing the joy for it and not sounding tired or frustrated.

Action Step: Record yourself delivering your next presentation or having a conversation about your message. If you hear something you don’t like in your tone of voice or phrasing you can bet others are hearing it too.

8. Find inspiration everywhere. Frey said the inspiration for Lyin’ Eyes  came from the women they saw in a bar he and Henley frequented. Life in The Fast Lane’s title  is something a drug dealer said to Frey and the immortal guitar lick in that song was something Joe Walsh made up to help him get limber before a show. Imagine how different The Eagles’ catalog  would be without those two numbers.

Frey and Henley found inspiration everywhere. Then they took action.

Lesson for all of us: We’re all creative in some way and inspiration can be found all around us. But inspiration without action is just a dream.

Action Step: Open yourself up to the inspiration all around you; then keep what’s true to your message and vision and consistent with your beliefs and values.

9. Hard Work + Persistence + Timing = Success. The message I got from watching The History of The Eagles was how much hard work went into becoming one of the best in the business. Sacrifices have to be made. I think you can have it all; just not at the same time or all the time.

Work is more joyful and feels more profitable when you leverage your greatest gifts, construct a clear and powerful message, and remain focused on serving others; but it’s still hard work.

Lesson for All of Us: The prolific author, Stephen King, was right when he said, you have “to tell the muse when to show up for work.” We have to create success habits and control our entrepreneurial impulse to get distracted or to look for a shortcut along the journey.

Action Step: Look at your calendar and challenge yourself to see if you’re truly working on important things that will help you achieve your goals quicker or are you allowing yourself to get distracted? Or worse…could self-sabotage be playing a role in what’s going on?

10. Take a vacation. Frey admitted the band worked hard and lived hard. This probably contributed to the arguments, the breakup, and the 14 years they spent apart.

Lesson for Us All: As hard as it can be to schedule time away and as much as we feel we can’t afford to do it, the truth is self-care is critical for entrepreneurs, especially in those critical growth periods.

Action Step: Look critically at your calendar and make sure you’re not over-scheduling yourself. Get help if you need it, and be sure to take time to recharge your batteries.

There’s a quote attributed to many different people: “Being self-employed is the most intense and expensive personal development program you can take.” Business building is hard work no matter how talented or focused you are. Be sure you schedule time for reflection and consider refocusing your efforts to make sure you’re moving towards your goals. And surround yourself with great people who are healthy emotionally and mentally.

According to Don Henley, the big dream he and Glenn Frey shared was hearing their songs on the radio. That dream, combined with Frey’s dedication to become a really good songwriter and his leadership helped them become one of the greatest bands of all time.

Practicing these 10 strategies could help you create a brand as iconic and beloved with your fans as The Eagles have become for theirs.

10 Tips to Help Make Gratitude a Habit That Grows Your Business

FlashBuddy / 30 Images @Pixabay.com

FlashBuddy / 30 Images @Pixabay.com

Happy Thanksgiving!

This is my favorite holiday. No pundits screaming about the end of giving thanks or the impending assault on thankfulness. No extremism of any kind (except maybe the argument over favorite pie – mine’s pumpkin).

And frankly, I think we can all do with a bit more reflection on all we have to be grateful for.

There are plenty of people who’d love to have your headaches.

The one downside to the holiday known as Thanksgiving (besides mincemeat pie) is that being thankful – and the joy-filled, gracious spirit that tends to linger right to New Year’s Day – seems to disappear when the last of the holiday decorations come down (at my house that’s the Saturday after Epiphany).

I started working on improving my thankfulness back in my mid-20’s when I realized I was taking my internal unhappiness out on other people. But I really ramped up feeling thankful after my car accident in 1999. Whenever I read of someone dying from a head injury I’m instantly reminded how blessed I am to be alive and to be functioning at the level I do considering the injuries I sustained.

I think approaching work – and life – with a spirit of gratitude  brings you more things to be grateful for. It’s that old principle that what you focus on grows.

So here are 10 tips to help you embrace gratitude and leverage it as a business growth strategy.

1. Say thank you. This might seem old fashioned or maybe you think it gets said so much that it’s become meaningless but I disagree. Words have power; we know that. Put a smile on your face (which has been shown to reduce stress and boost mood) and thank everyone for everything.

2. Send thank you notes. And not just emails. I know email is easy. It lets you cross the “thank you” off your to-do list, but sending handwritten thank you notes has a bigger impact. It speaks volumes about you and creates an emotional connection you’re unlikely to get from an email. It also helps you stand out while bringing you back to top of mind.

3. Use a CRM. Pre-accident I had an amazing memory. Post accident…that’s another story. Add in there the impact of stress and overload and it’s no wonder I have to write everything down (and then try to remember where I put my notebook). But as your business grows beyond one notebook and one client file, developing systems and processes becomes important to maximize profitability and leverage your time. A good customer relationship management system will help you track your contacts with everyone from prospective clients to referral partners and connect with other important tools like your calendar, email, and sometimes project management systems. CRMs can be a good use of your money if you actually use the tool. They’ll help you remember details about your contacts so you look like the hero when you send a prospect a get well card for their sick pet.

4. Pay attention to and participate in social media. A friend once ranted about the egotism of social posts by stressing that “it’s SOCIAL media, not social MEdia.” Funny, and bears remembering. So when people comment on your posts answer them back. “Like” their posts. Give people shout-outs and mention them by name. Share resources with people and connect your connections.

But don’t poke people.

5. Send cards on different holidays. I send Thanksgiving and New Year’s cards to clients, prospective clients, and other contacts I have snail mail addresses for. I’ve been known to send Valentine’s Day and Independence Day cards too. People get so little actual mail that it’s a great way to remind them of you and strengthen your emotional connection. It’s nice. Try it.

6. Send a note (ok or an email) for any reason you can. Read your local paper as well as online news sites and industry news then forward articles to those who would benefit from them. Send congrats notes when sales results or expansions are reported on or when some other professional achievement gets publicity. Living in a state of gratitude includes feeling grateful and genuinely happy for the success of others.

7. Give gifts.  Please don’t think of it as a chore. Think of it as an opportunity to show your appreciation. Be a little creative. It’s not the cost or size of the gift, it truly is the thought that matters. But the gift should also be consistent with the relationship and with the value. For example, I got a referral that brought in a new and very profitable client. I gave the person who made the referral tickets to a concert with my favorite group. I’ve sent homemade cookies to people at the holidays. Build this into your business development budget for the coming year so you’re not wondering where the money will come from. And if you’re creativity impaired when it comes to gift giving, hire someone like a personal shopper to help you.

Here’s a video about gift giving that I shot in 2014.

8. Start every day with a prayer of thanks. Oh don’t get weirded out because I said “prayer”. As soon as I wake up I say a prayer of thanks for another day and silently go through a list of the key things I have to be grateful for. Gratitude is a habit and that little ritual gets my day started on the right foot.

9. End every day with a prayer of thanks. Repeat the above but with an emphasis on all the things that went right that day. Believe me there are times when this one can feel hard but it’s all about perspective. You have tons to be thankful for starting with the fact that you can read this and you have access to the Internet.

10. Detach from the outcome. I’ve said this before but it’s the single most powerful thing I’ve ever done that’s brought me the most joy and actually improved my profitability. I know work is important to you. You might feel as though your work is a mission you’re on. That’s great and it’s likely true, but work doesn’t define you. When you hear “no” or a prospective client gives you pushback on your proposal, tune into the emotions you’re feeling and the self-talk in your head. Simply examine the facts – no editorializing, no catastrophic thinking, and no hateful thinking about the person involved. If you feel yourself getting emotional – whether it be anger, frustration, or sadness – ask yourself why that emotion is being raised and where it comes from. The chances are good it’s something that happened in the past or that you’re projecting your emotion into the future. Like worrying in advance. When I was able to stop judging myself and others I was able to feel more genuine happiness in my entire life, not just in my work.

Action Step:  Take the next 24 to 72 hours and really listen to what you say (and think). Pay attention to your nonverbal communication including things like your posture and facial expressions. If your language tends to be negative and your nonverbal behavior could be sending a negative message then I don’t care how much you try to convince yourself and others that you’re grateful, the fact is you’re not.

Then begin to catch the negative or extreme language you use. Smile more. Focus on seeing the other person’s point of view.

You can’t be grateful and rooted in grouchiness.

Let me know what you discover about yourself.

And stay tuned over the next several weeks. I’ve been hibernating (sort of) and working on some big projects I’m super excited about. Can’t wait to share with you! If you haven’t already done it, be sure to subscribe. Just click the link and add your email address so you don’t miss the tips, strategies, and resources I share to help you stand out and sell your services without being salesy.

What’s a swipe file and tips to use one

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Image courtesy of Pixabay.com

Using the Internet to attract clients was supposed to make our lives easier wasn’t it? Instead, it’s made us nutty as we work hard to continuously create content.

You’ve got blog posts, LinkedIn posts, Twitter and Facebook and Google+ updates to share.

And of course there are the web pages you ‘ve got to create, including sales pages and offers to make.

It’s exhausting.

And it’s no wonder we get writer’s block and feel frustrated and overwhelmed.

I want to share a big secret with you.

Copywriters get writer’s block too.

The difference is we have a tool we turn to during those times that helps us get focused and have the breakthrough we want.

It’s a swipe file.

The video below explains what a swipe file is and what to do with it.

Here are some additional tips for you that I didn’t share in the video.

Store it. I use a file pocket like I showed you in the video and then I save the swipe file where I keep my project files so I can grab it when I need it.

Look at the layout. The organization of information is important. It helps the reader to process it. I like to study the layout and pieces of a swipe piece to see what inspiration I get.

What to save. As I said in the video, I save great direct mail pieces from the big name companies. I save things that are in the B2B environment since my Great Clients are other business owners, but I also save direct to consumer materials because every now and then I work with someone in that segment. I also like to get inspiration from other industry segments.

Headline formulas. There are structures to headlines that work. The headline and any image you have are the two most important elements of your writing. The image grabs attention first and then they read the headline. So the headline is critical to drawing someone in. The original Mad Man himself, David Ogilvy said that headlines are the most valuable part of the copy.

3 cautions…

1. Don’t truly “swipe” the copy. That’s called plagerism. Not only is it not nice, it’s illegal. A swipe file is really an inspiration file.

2. Don’t just blindly follow a format. That piece was created with a specific audience in mind. Your audience is likely to be different so — again — use swipe pieces as inspiration.

3. Build an offline and online swipe file too. Save direct mail pieces, magazines, order forms…but also have two online swipe files — an email swipe and a website swipe. Save autoresponder series you like, process steps, whole websites, and individual landing pages and sales pages.

Have you used a swipe file as inspiration? Are there projects you tend to use a swipe file more fore than others?

One Reason Your Potential Clients May Say “No”

international_no_symbolI got a call from a person who said she saved my card for the past few years (very flattering) and she believed she was finally ready to work privately with me.

But she gave me confusing signals throughout the call.

 I could tell we wouldn’t fit well together but since what she needed was obvious to me I gave her what I thought was a perfect strategy to separate herself from the competition and stand out as the clear authority in her industry segment.

The line went silent for a few seconds.

“Wow. That’s a great idea,” she said quietly.

“But I can’t do it,” she went on to say. “Nobody else in my industry is doing anything like that. And if I did it they’d just copy me.”

I’ve thought about that call off and on over the past few weeks; and the conclusion I’ve come to is, she was torn between playing to win and playing not to lose.

This happens as we build a business that finances our lives, the lives of our vendors, and that allows us to support causes we care about. The better and more successful we become the more afraid we can become of losing what we’ve worked so hard for.

But there are also people who are naturally play-not-to-lose people.

They’re the people referred to as “prevention focused” and tend to be risk-averse. These are people who are analytical, problem solvers. They’re not wrong or bad or weak. They’re just different and they have a different perspective on taking a chance.

And working with you is risky.

 

Play not to lose people need you to answer the “yes, but” questions they have in their heads.

Of course they may not actually ask them out loud.

Imagine them thinking “Yes, but…”

  • Will it really work?
  • Is it worth the hassle of changing?
  • Will it be too hard to implement?
  • I haven’t heard of this before so how can it be good?

And on and on….

To help your client decide to buy, you’ve got to understand her motivations and what she’s got at risk by saying “yes” to you. What does she want to gain (more clients maybe) and what does she not want to lose (free time…she doesn’t want to work more than she already is now).

Then use that knowledge to inform your messaging so you’re effectively emphasizing what she’ll gain with what she won’t lose.

If you’ve got a Suspect who is afraid of losing control then emphasize they’ll still be able to __________ because you’re going to __________________.

Think about the Suspect you met with recently and see if anything they said or did could tell you if they’re Promotion Focused (play to win) or Prevention Focused. Now, think about your messaging. Is it completely aspirational? Full of possibilities?

Think about your Prime Suspects. Do they tend to be the type of people who are naturally afraid of losing? If so, don’t try to change them. Instead, think about adding some practical information in your messaging.

Admit there will be some challenges but talk about your track record and proprietary process. Talk about how your process is proven to help people just like them. Give examples.

Be prepared with some risk reduction strategies (like “try before you buy”, demos, or a guarantee or anything else that will truly lower their risk and make them feel more confident to move forward.

If you’re Prime Suspect is in a hierarchical organization (meaning they report to someone), or you’re selling to a couple, or anyone who is going to rely on others in the buying decision, then you can be sure there’s going to be some element of fear of loss at play here. You have to do what you can to make them feel confident and your messsaging needs to speak to the others in the buying process.

Brand building helps here because having a powerful reputation instills confidence in working with you.

Your Suspects want the outcome you deliver but if you can’t help them get passed their concerns then you can’t be surprised if they turn you down and choose a competitor they feel safer with.

And think about how you may be getting stuck in playing-not-to-lose land too. Then remember who you are — a visionary leader and entrepreneur who makes a massive impact in the lives of those you serve and who needs to reach even more people.

The Benefits of Choosing a Niche

Gurus talk about it, sales books cover it….choosing a niche or target audience really is an important decision to make. But most entrepreneurs resist it for a variety of reasons including…

  • fears that any customers are better than no customers
  • belief that everyone needs your services
  • an inability to focus your attention

While it may be true that everyone needs your services, not everyone wants them. Part of what makes you feel salesy is when you’re trying to convince someone to buy from you. That person doesn’t want what you’re selling or they don’t want it in the way you deliver it.

This video discusses the benefits of choosing an ideal client segment or what I refer to as a Prime Suspect.

https://youtu.be/vyxu3FWf0o8

How to Educate Potential Clients and Elevate Yourself as an Authority

 

It’s no secret that inbound or content marketing should be a critical piece of every marketing strategy. The Web is made of content and your potential clients are turning to the Internet first when searching for a solution to their problem.

They turn to the Internet for help in figuring out what their problem is in the first place.

And if you’re a consultant, coach, or other licensed professional looking to attract more Prime Suspects (those likely to be your best clients) then educational content is a great way to educate your potential clients and elevate yourself as an authority in your field.

Depending on what study you review, customers — whether businesses or consumers — are turning to the Internet first when they have or suspect they have a problem. They want to learn more about their symptoms, get a diagnosis, and understand what their options are for solving the problem PDQ.

You the business owner should be creating content in different formats (video, written, audio, etc.) so your Suspects can get educated about the problem.

Focusing on giving them great information that genuinely educates them will help you create content that’s on-point, of high value to them, and that they want to share.

When we hear someone speak, watch their video, read their articles, we can’t help but think “this person’s an expert”. We see the person as an expert even if we don’t agree with all of the information they’re sharing.

Here’s a video I shot that gives an overview of what Pre-Selling means and how it helps clients buy.

 

How to Know if You’re Ready for a Rebrand

cocoons_butterfliesNow that spring is finally committed to sticking around (please God!), it’s nice to walk around town (without a jacket) and see signs of new growth everywhere you look.

You may have noticed some things didn’t survive very well through the harsh winter we had.

The streets have potholes; roofs have been damaged; and the clothes in your closet have shrunk somehow.

This is also a great time to sit back and reflect on how your business — and you — have changed or how you’re in the process of changing and where in fact you and that business of yours are going.

As you think about this, ask yourself if the branding — the visual and verbal messaging — that got you where you are is going to get you where you want to go.

What’s Branding?

When I say “branding” I’m not just talking about your logo or color palette. I’m talking about all of your brand elements that combine to make up your entire messaging — everything that communicates who you are, what you do, and who you serve. From your vision, mission, and values to the Persona that describes your Prime Suspect to your collateral material and website.

What’s a Brand?

A brand isn’t your logo or your tagline. Those are just the visual and verbal representations of what you stand for. Your brand is your promise to the market. It’s your reputation based on what you deliver. The goal is to create a visual (and a verbal) brand so powerful that people equate that visual image with whatever outcome you deliver.

Your branding — your brand elements — are tools to help you communicate with your Prime Suspects (those most likely to be great clients). They can limit the power of your verbal message (presentations you make, conversations you have…) because they can create confusion in the mind of the Suspect or they can make it difficult for the Suspect to process the messages you’re communicating.

There are lots of reasons you may not be getting  the results you want, but one reason could be you need a total rebrand.

What’s a Rebrand?

A rebrand is often thought of as a new logo, it’s much more than that.

A rebrand is an evolutionary process and it’s born out of a deep feeling of disconnection between what you’ve got, what you want, and what you do.

The rebranding process is one that starts with uncovering who you are, where you’re going, and what the business has become.

Run away from anyone who tells you that work isn’t necessary or who doesn’t take the time to understand who you are, what you stand for, and what you’re building.

It may be that — like so many consultants, coaches, and other independent service providers — you may never have had a brand that truly represents you. This happens when you focus on the fun, visual stuff without doing the deep internal work necessary to uncover what the visual stuff should represent.

Here are 14 signs you may be ready for a rebrand

  1. The clients you have are not the clients you want.
  2. You look and sound like your competition.
  3. You’re attracting fewer new inquiries about working with you.
  4. It takes longer than you want for a Suspect to go from initial conversation to signed engagement.
  5. You’re ready to grow and don’t feel your visual will take you where you want to go
  6. You’re competing on price.
  7. When people introduce you or say what you do you think, “that’s not it”.
  8. You look at your messaging and sometimes feel as though it’s not really you.
  9. Your business has grown beyond just you.
  10. You can’t state what you do in 30 seconds or less.
  11. You’re adding a new revenue stream or moving in a completely different direction.
  12. You have website shame.
  13. You have collateral material shame (whether you give out the physical stuff, email it as an attachment, or have it as downloads on your website.
  14. People have told you they don’t understand what you do.

A rebrand is a process that’s not to be rushed and it’s not for the faint of heart. There are things that can be done to shorten the time it takes but that means you have to come into the process ready to go. That means you’ve got to come into the process having done a good bit of soul searching on your own or with a facilitator.

One of the biggest complaints I hear from people who are going through a rebrand without doing the prep work is that the designer or developer is asking them questions they (the business owner ) can’t answer.

If that’s the case, it means you need to work with a consultant who is skilled at uncovering your difference. It also may mean that you’ve got a lot of uncertainty within yourself and until you’ve gotten clarity the process will be slow and painful.

There are times when it’s not a complete rebrand that’s needed. It might be that there’s a problem with the overall sales process — with how you’re bringing in Prime Suspects or how you’re helping them travel their Buying Journey.

If you’re trying to discern the problem and figure out if you need a rebrand or you need some adjustment to your sales process then you should talk to a consultant, coach, or strategist who works specifically around helping entrepreneurs like you stand out. The goal is to increase your reach so you serve more and earn more not just have a nice logo.

 

 

 

 

 

Basic Tips to Choosing a Domain Name

Last week I talked to an independent consultant  who’s struggling to attract great clients. I asked her for her website address so I could check out her site. She started to give it to me letter by letter and when she said “the number 2…” I stopped her.

I told her to get a new domain NOW.

This video explains what to consider when buying a domain name. If you’re in a hurry, here are the highlights…

1. You don’t really “buy” a domain. You register them through a reputable, authorized domain registrar. I use and recommend GoDaddy. They have great service, often have sales and promotions, and I can often find coupons that knock off even more.

2. Choose a simple domain. You want something that’s easy to say and easy to remember. If you’re the business then get your name. If your name is taken that ad a word or two to make clear who you are…JaneDoeConsultant.com for example.

 

https://youtu.be/U4r7XU75Zc8

Embrace your unique difference to position yourself clearly

Embracing and operating with a Help Clients Buy mindset means giving your Prime Suspects (AKA best clients) the information they need to make the best decision for them. No chasing…no being salesy.

The first thing to do is to make sure you’re clearly differentiated. If people don’t understand why they should work with you and they don’t understand or recognize the value you bring then they’re going to fall back on price. That’s something they can understand very clearly.

Are you well differentiated in the marketplace? Most people tend to think about things like their logo or tagline. What makes you different is much deeper than those things.

What’s unique about you?

Tips to Develop Thick Skin as You Market Your Business Online

elephant-650625_1920I read a post a friend shared on Facebook because I it’s rare for her to share something and even more rare to share it without commenting.

The post she shared was from one blogger who was bad mouthing another blogger. We’ll call the blogger doing the badmouthing Jane and the blogger getting bad-mouthed Sally just for ease.

The post went into great detail about all the things Sally says that are flat out wrong in Jane’s opinion. Jane had facts to back up her statements and her belief that Sally was someone who was giving out bad information.

Believe me, that’s the nice, watered-down version. Jane used profanity in her headline and in the article.

I don’t know who’s right in this little skirmish and it wasn’t important enough for me to learn more and pick a side. But it got me thinking about the Haters out there, how the Internet gives people a platform to share their viewpoint, and how you can navigate these scary waters.

As a person who hates confrontation, I can tell you the initial reaction is to just not put any content out there.

And I realized this weekend that’s actually what I’ve been doing. I’ve been allowing my fears of Haters to hold me back.

That’s a mistake. For me and for all of us.

No content means you’re not going to get any search engine love and subsequently limits your discoverability.

A bigger problem is potential clients, potential referral partners, and others interested in what you have to say have nothing to base an opinion on.

Creating and sharing content is exhausting and time consuming but people can’t evaluate you and your abilities if you’re not giving them something to experience. You have to give people a sample of your knowledge and personality.

The next mistake is to not share a strong opinion.

You and I know there are lots of things that are grey in life. Lots of shadings and sides to an issue.

But you need to have a strong point of view (POV) in order to stand out and to genuinely attract your Prime Suspects, best Partners in Crime (JV partners or referral partners), and the best opportunities.

And for the sake of brevity, sometimes that may mean simplifying or distilling a message down to a more basic level than others would like.

One of the things to recognize is that as you step out you are stepping into the role of leader within your industry segment and to your constituents (those you serve).

I know….there are other people smarter than you. There are other people smarter than ME for that matter. Wrestling with this issue of being an authority is complicated. Especially for those of us who consciously want to remain humble.

And really — like the term “authority” or not — you and I are trying to become someone others reach out to, turn to for an opinion….turn to for advice….turn to when they need — yes, an expert — in our specialities.

And being ready for the Haters and Trolls is part of that.

So here are 10 strategies that can help you as you work to develop that thicker skin while you move forward to grow your business and your reputation.

1. Be prepared for it. I don’t know about you but the first time I realized someone said bad things about me was in grade school. We’ve been dealing with this all our lives. I really thought it would go away when I became a professional. Naive, I know. So just remember there are people out there getting their tomatoes ready to throw at you. Don’t relax. Always play with your A game.

2. Keep a cheer file. I save things that people send me like emails that tell me they liked an article I wrote, thank you notes I’ve gotten….stuff that just makes me laugh. Then I bring them out when I’m feeling bad. I’ll also go to my Facebook page and look at nice things people have posted. Here are some other ideas to get happy when business gets you down…

3. Practice self care. Things hurt me most when I’m run down, haven’t been exercising, or I’ve eaten too much sugar. So find your prescription for self-care and follow it. For me, it’s taking time off to work around the yard…playing with my cats….spending time with my husband, eating healthfully….and otherwise being good to myself.

4. Recognize what button got pushed. There’s a reason you got hurt. It may be a past wound you thought was healed but isn’t. Maybe it’s something you pride yourself on that’s coming into question. For example, you pride yourself on your writing ability and the person is really tearing up what you said in your article. Maybe they’re pointing out a mistake you made and you pride yourself on your attention to detail. Recognize you had the button there to be pushed and continue to do the inner work to let that go.

5. Is there truth there? If there is own it. None of us is perfect. If someone called you for a mistake just admit your responsibility, apologize, fix it, and move on. And if they did it publicly — on a blog or via social media — then respond in that same place so people can follow the thread. The Web is all about transparency.

6. Be the real authority. Narrow your focus so you can really own being the authority in a topic or to a specific audience. With the incredible amount of competition faced in every segment and no matter the size of your business, the entrepreneur who focuses on being great in one area and in serving a specific audience is going to be more successful.

7. Be clear on your focus. Jane has a lot of degrees. Sally doesn’t. Sally’s audience may like that she simplifies things and uses simple terminology. Jane may think Sally is dumbing things down. So think about your audience, who they are, who you’re being for them, and make sure that’s crystal clear so you’re attracting the right audience. When I started out as an independent consultant I tried to be everything to everyone. You can imagine how well that worked.

Not.

8. Actively solicit feedback. Hearing criticism is hard. It takes practice. One thing I do is actively ask people to give me feedback on something. I’m still careful about who I talk to. It’s best to ask people who share your overall philosophy and approach. So if you know someone is super salesy and you’re not, then don’t ask for feedback because they’ll constantly tell you to make your messages like theirs.

9. Stop playing the tape in your head. Why is the stuff that tends to dominate our memories are the things that make us feel bad? Just like a song gets stuck in your head, negative feedback get stuck on a loop with different things triggering it to replay. Recognize when that happens and stop yourself in mid-thought and challenge it. If you’ve fixed the problem or learned from it then you’re not going to make the same mistake. If you’ve had a troll badmouthing you online then block them if possible and tell people you don’t want them to forward you her posts. But don’t feed into it by replaying the negative messages in your head.

10. Detach from the outcome. This little gem is one that finally sunk in after reading Think and Grow Rich for the 15th time. One day the concept finally made sense to me. If I’m emotionally attached to the result then I haven’t detached from the outcome. If my feelings are hurt because of something someone said about my work or the feedback a Suspect or client gave me then I’m emotionally attached to the result and haven’t detached from the outcome. Imagine if Thomas Edison had gotten discouraged on the 9,999th time he tried to get a lightbulb to work. We’d still be reading by candlelight and Al Gore would never have discovered the Internet.

So recognize that Haters are gonna hate. Just don’t let them get to you while they do it.

What strategies help you deal with criticism or the slings and arrows of Haters?