Persuasion, Influence

September 7, 2011

How Compelling is Your Marketing Message?


I looked up the word compelling in the dictionary and discovered it means "to have a powerful and irresistible effect or influence."  Wow, that's very kewl especially when you think of the kind of marketing conversations you have on a daily, weekly and monthly basis.  It boils down to how powerful, irresistible or influential you can be, right?

Imagine sitting down in your living room with your ideal client. The two of you are enjoying an amazing conversation about what's keeping her up at night and how that problem is affecting her business. You're listening and caring with the utmost compassion. You relate to her experience because in some ways you've had similar experiences in your business. You continue listening with interest and professional objectivity. You ask her permission to invite her to look at things a little differently, knowing that it takes just one tiny step to alleviate that problem from her life and business. You encourage her to be courageous knowing that it represents genuine relief for your client. You challenge her and let her know you're there to support her in every step.

She taps into the opportunities you reveal and wants to continue the conversation (i.e., invest in your coaching). She knows you can help rid her life and business of the problem plaguing her. The reasons are very simple:

  1. Connection - You began the conversation by building a bond of respect and genuine concern.  You continued that bond throughout the entire conversation by caring, listening and sharing. You invited her to accept the support you offered her and she accepted.
  2. Value - You mapped out one small act of courage that would truly help her. You gave her a tip, tool, resource or strategy that she found gave her immediate relief. You gave her a glimpse into just how easy it is to take more steps and achieve bigger results.
  3. Challenge - You believed in her ability to play a bigger game. You gave her the experience of playing bigger with a gentle, trusting nudge and she liked it! You know it's not being a "Yes Woman."  Instead you had faith in your client because of the great potential she had/has to remedy any obstacle in her life. You stood as her accountability partner, supporting her every move.

Now, that's a compelling marketing conversation/message — one that you can have in your emails, social media updates, blog posts, sales letters and more. Practice being authentically powerful, irresistible and influential until it becomes natural.  You'll see the difference right away!

How powerful, irresistible and influential is your marketing message?

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July 12, 2011

It only takes ONE to make real money

oneIt only takes ONE ideal client to make real money. Not 10, 30 or even, 5.  One.

Unfortunately, I see coaches make a huge mistake by trying to serve far too many clients at one time.  Most of the time, the clients aren't even ideal.  You're diluting your marketing efforts by trying to be all things to all types of clients.

I think the belief is by focusing on just one ideal client, the market is somehow limited in the number of people you'll reach. You may also think speaking to just one ideal client will eliminate clients who can truly be served by your message.  That's the farthest thing from the truth!  Knowing your ONE ideal client intimately well helps you know exactly what she reads; where she goes, what she does and  how to reach her in the spaces and places. You're cooking with gas now!

Look at the Chicken Soup for the Soul series of books.  The very first book was written for a broad audience.  Authors soon discovered a wider appeal in the "Chicken Soup" series by creating subsequent books for Teens, African-Americans, Grandmothers, New Mothers and more. Each book in the series was targeted to ONE specific group of ideal clients. You get the idea.

One ideal client - just one.

Focusing on ONE ideal client leverages your marketing time while honing your expertise and skills to provide exceptional service to your community of ideal clients made up of the one. That's priceless and yields HUGE benefits for the amazing people served by the programs and services you create. Get really comfortable with the group of ONEs you're serving since you're well-positioned to dig deep in the services and programs you offer to support them.

In my next post, I'll tell you how to carve out a highly profitable niche with your one ideal client.  Kewl, heh?

Who's your ONE ideal client? This is your opportunity for shameless self-promotion.

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July 10, 2011

Don't let list unsubscribes break your heart

unsubscribeI remember a time when it would break my heart to see people unsubscribe from my mailing list. I totally took it personal because I just knew they didn't like me anymore. Don't let me actually know the leaving subscriber! That was 100 times more personal and totally crushing.

It WAS personal back then. I lamented over their reasons for leaving:  Didn't they like me anymore? Did I somehow offend them? I beat myself up something fierce.

Then, I started to understand a few of the reasons why most people unsubscribe from any list:

  1. Email overload Most people are inundated with email and don't always have or make the time to read every piece of mail in their inbox. I actually take the emails that I know are sent to me personally and read those first. Often times, unless the subject line is compelling, I might not even open the mail. It just depends on what I need at the time.
  2. Email frequency Too many emails in a short space of time can feel overwhelming if your subscriber isn't in the market for whatever you offer. It triples or even doubles the overload! It can feel like you're trying to force feed your information to an unwilling participant. That's especially true if your information doesn't offer value to the reader.
  3. Boring and repetitive content Saying the same thing over and over again can get tiresome to your reader. If you're not uniquely engaging in your message, you won't hold your subscriber's attention for very long - let alone foster the desire to remain on your list.

Here are a few considerations that may help:

  • The departing subscriber may not be your ideal client. People are naturally curious and are often drawn to what's happening in the moment. One person on my list actually told me they were intrigued by my information when they joined my list. I discovered she was not my ideal client at all. She was simply curious.
  • Your language doesn't resonate with your reader. Like moths to a flame, we're inherently attracted to language we understand - that speaks to us. This quote by Dr. Maya Angelou says it all:

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

  • Your reader doesn't understand the value of your message. This is when you must put on your marketing hat. The source of value for your reader is pain. Yes, it's true that you want inspire, encourage, create connection and more in your writing. As an information marketer, you're also helping your reader acknowledge what's uncertain, uncomfortable and unsure — the sources of fear and the unknown. You want your information to alleviate as much of that discomfort as possible.  Remember, you ARE the expert that can truly help!

It can be tough not to take it personal when a seemingly loyal reader unsubscribes from your list. If this is case for you, I invite you to read the book The Four Agreements: A Practical Guide to Personal Freedom, A Toltec Wisdom Bookby Don Miguel Ruiz. The second agreement is: Don't take anything personal.

"Nothing other people do is because of you. It is because of themselves. All people live in their own dream, in their own mind; they are in a completely different world from the one we live in. When we take something personally, we make the assumption that they know what is in our world, and we try to impose our world on their world."

Acknowledge the person's view of world. When you're in sync, they'll return with curiosity, intrigue and readiness to learn from you as the expert you are.

Now, say goodbye to your breaking heart for good!

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