bonitarichter.com

I created my Signature System, “7-Step Easy-to-Implement R.E.S.U.L.T.S. Marketing Success System,” two years ago to help solo entrepreneurs create their own marketing plans fast.

The precursor to this system was my “90-Minute Marketing Campaigns that Work!” system, which started out as a 30-page booklet with worksheets that I sold for only $20 at speaking events.

What is a Signature System?  It’s the process you already take your clients through, to solve a problem, packaged into a highly marketable, step-by-step system they’ll want to buy.

Remember, your clients are not buying “what you do” (such as consulting, coaching, mentoring, healing, teaching, or palm reading).  Your clients are buying a SOLUTION to a problem they URGENTLY want solved.

Having a system helps them solve their problem easier, and faster, rather than having to figure out each and every step on their own.  You’ve already done most of the work for them when offering your Signature System!

Here are 5 reasons why you must create a Signature System to support both  your clients, AND you and your business:

1. Your clients LOVE systems.

Having a system convinces your clients you understand their problem, and you have the solution all figured out.  Having a step-by-step system makes solving the problem seem very doable to your client, which is extremely important to help them decide to buy.  Your clients want fast results and shortcuts to solving their problems.  Having a Signature System provides this to them.  With a system, you’ve already done the work for them – so they don’t have to.

2.  Your Signature System sets you apart in an overcrowded field.

I hear all the time from my clients, “I don’t know how to differentiate what offer from everyone else.”  Well, a Signature System is the PERFECT way to set yourself apart, and be unique and different from everyone else offering your type of services.  Your Signature System belongs to you and you alone.  Your system is a fabulous brand-builder for your business!

3. Having a Signature System makes for easier, faster sales.

When information is presented in an organized, step-by-step, easy-to-follow and understand format, clients quickly “get” what it is you offer.  And, more importantly, how your system can help them solve their specific, urgent problems.

There is incredible value in “handing over” a process in which you’ve done most of the work for your client, which saves them time, money, and helps them get results faster because they’re not “blundering around” trying to figure things out on their own.

4. Your Signature System can be “bottled and sold” at different investment points.

From just one Signature System, you can easily create three or four more lucrative income streams at different price points.  This helps to boost cash flow, transitions you out of working only with 1-on-1 clients (who you LOVE) so you can help MORE people, frees up your time, and gets your wonderful work out in the world in a larger, more impactful way.

5. A Signature System gives you instant credibility.

When you look at your peers who’ve created a Signature System, how do you view them?

I admire people who organize their creative genius into a package that will help me!  Without fail, every system I’ve invested in has helped clarify for me “what” I needed to do to move my business forward.

Do I think these coaches are awesome?  You bet!  People will look at you in this same way, too, when you offer them your expertise “bottled up” into a system that will help them.  And, you’ll get more business from them, too, because once a person invests with you one time, there’s an 80% probability they’ll invest again.

So, start creating your client-attracting Signature System that provides a step-by step solution that solves an urgent problem your clients will happily pay for, and provides you the opportunity to add lucrative, multiple streams of income into your business, increasing your cash flow and income.

In the upcoming launch of my Divine Essence Business School, just ONE of the things you’ll create is your Signature System  and multiple-streams-of-income business model. To find out about this EXCLUSIVE group, reserve your “seat” for the No-Cost complimentary telecourse training call series beginning May 18; PART 1: “5 Simple Business Shifts That Can Easily Double Your Income in the Next 12 Months” and  PART 2: “5 Inner Secrets to Create Your 6-Figure Business That Leverages Your Feminine Power and Essence.” Register for the free  calls at http://bonitarichterdivineessence.eventbrite.com.

Proven Strategies to Quickly Enroll Your Next 1, 3, 5, or 10 Clients… Whether You’re a Seasoned Entrepreneur or New in Business

In this 3-part telecourse training series— learn the secrets of attracting clients and cash quickly in your business, with less effort, so that you enjoy the security of steady income and create the life you dream about. 

The training series starts April 16, 2011, so there’s still time to register!

You don’t have to be a professionally trained salesperson to be successful at getting clients… or have a big list… or have to “pay your dues” by doing hours and hours (or months / years as you’re told) of networking before you get clients. 

This training series includes the BEST and most COMPLETE compilation of Bonita’s teachings in this ONE course, about how to quickly find new clients and enroll them into your programs.

Here’s a peek  at what we cover:

• My proven systems to quickly enroll new clients (these systems allowed me to create a 6-figure business while my list was well under 1,000 people)

• Simple ways to become irresistible to clients and how to design your offerings so that they instantly “get” what you do

• Detailed information about how to have rich and authentic enrollment and invitation conversations that give value and serve your potential clients’ highest good – while leading them to take the next step

Plus time and money saving DONE-FOR-YOU templates, word-for word scripts, and copy to support you in taking powerful and aligned action to get more clients quickly.

There’s so much more Bonita covers in this 3-part telcourse training series.  For complete details visit—

http://bonitarichter.com/getnewclients-2/

If you’re like most of the women solo entrepreneurs I meet, it’s ‘not only about the money.’   You’re “inbusiness” because you have something extremely valuable to share, and have a deep desire to get your gifts into the world so you can help many people.

To get your gifts into the world, a mission-critical skill is to know how to attract new clients to work with you.  Attracting and getting clients involves these critical activities:

• Knowing WHO your clients are, and WHERE to find them
• Being clear about WHAT their problem is
• Creating programs that are irresistible to them (so they invest with you to solve their problem)
• Leading sales-converting “money conversations”

These four activities are the “secret sauce” to selling more of your programs and services… so you get your gifts out into the world, help many people, and are financially rewarded for doing so.

Here are 7 secrets I’d like to share with you so you become irresistible to clients:

1. Survey your list of contacts to find out what their “HOT” problems are.

You can use your own intuition and knowledge to determine their problems.  You can also send a simple survey to people on your list using a survey tool from surveymonkey.com.  This tool is free, and is an excellent way to determine what problems your market is struggling with, right now.

2. Create your own unique system to solve your market’s problem.

Once you get your survey results, design programs to solve one particular problem they are struggling with, solving on their own.  Simplicity is best, and your message has a better chance of getting across if it addresses only one problem, at a time, per program.

3. Price your irresistible program and system.

When pricing, consider the financial and emotional return-on-investment your clients will receive by investing in your program.  What do they stand to gain?  If the problem they are struggling with costs them thousands of dollars in lost income and time wasted, you have a very valuable program, indeed.

4. Set your Bold Money Goal.

Since you’re all about getting new clients and increasing your income, it’s never too early to set a bold money goal.  With the launch of your next program, how much money do you want to create in your life?  Write this amount down on a piece of paper.

5. Set a New Client Goal.

Knowing which program you are offering to solve a problem, and the investment level, now is the time to set a New Client Goal.  How many clients do you need to enroll in your new program to meet your Bold Money Goal?  This is how many new clients you want to attract into your life.

6. Attract people to say “Yes” to talk with you by offering complimentary, free strategy sessions.

The best way to convert people to clients is to be engaged in a conversation with them.  These conversations are transformational for the person you’re speaking with, whether you (or they) decide to work together (or not).  Help them determine their true vision, hidden challenges they face that keep them from achieving their vision and goals, and the costs of not taking action and solving their problems.

7. Have a follow-up strategy in place.

Not everyone you speak with will say “yes” to your offers the same day you have a strategy conversation with them.  However, a “no” today does not mean a “no” forever.  Perhaps some date in the future they will be the perfect client for you.  Put in place an effective follow-up system to keep in touch, and periodically check back with them to see if they are ready to transform their lives by working with you.

Use these seven secrets to make yourself irresistible to clients, so you can help them improve their lives, and attract the income you deserve.

What’s the COST of NOT getting your next client?  Join me for a No-Cost FREE Complimentary training call this THURSDAY, MARCH 24, “5 Best Strategies for Effortlessly Enrolling 3, 5, or 10 Clients Even if You Think You’ve Tried Everything”.  Register for this no-cost call NOW  I strongly encourage you to attend this No-Cost call LIVE with me.  Call recordings will be made available to registrants.   Register now at http://5bestnewclientstrategies.eventbrite.com.

“How do I get more clients?” is a recurring universal theme with most of the solo women entrepreneurs I work with.  They all seem to have a struggle or two around this topic, whether it be—

• Where to find prospective clients
• How to market and attract them
• How to enroll prospective clients once they express interest

I’ve chosen to focus on the “client-getting theme” because I see, without exception, this is the BIGGEST problem solo women entrepreneurs face in their businesses.

One of the eternal truths about marketing and getting clients is the simplest strategies are often the most effective, and the most overlooked.  

Forming connective, rich, heart-centered relationships is at the center of creating an authentic, and powerful system that embraces conscious selling.

Here are 10 tips how to authentically enroll clients in a thoughtful, serving manner into your programs:

1. Choose not to market to everyone

When you try to reach and appeal to “everyone” in your marketing, you reach “no one.”  A universal truth about marketing, no matter what you are selling, is you:

• Have to choose a tribe of people to connect with
• Have to choose a problem to solve

Create your programs for a specific person (market niche), and keep your programs simple when creating them.  What I mean by that is have your programs solve ONE problem at a time.  The simpler you keep your programs; the easier it will be for a prospective client to know the program is a fit for them, and more frequently, they will invest.

2. Stop planning and begin implementing

You can’t test your plan by constantly churning it around and around in your head.  At some point, and rather quickly, you want to test your plan.  You can always course-correct if you find things aren’t working out, as you’d like.  You have to make a decision to take action, and stop planning, in order to find this out.

3. Create an authentic story

Have you ever noticed many entrepreneurs, who are successful, have a “mess to success” story?  This story is important because it creates instant connection with people; others can relate to the story because they are at that challenging, frustrating place right now.  Seeing someone has overcome the challenges he or she is facing makes them feel they can do it, too. 

Think about what was the darkest, scariest time in your business.  How did you overcome this situation?  This is your “mess-to-success” story.

4. Tell your authentic story

When you tell your story, you express vulnerability and power to others.  This shows them that you are ready to support them in their journey from where they are now, to where they want to be.

5. You only need to be one-step ahead

You don’t have to be a mega-superstar-million-dollar-perfect coach or “have it all figured out” to get clients.  You only need to be slightly further down the path to help others create powerful transformation in their lives.  Sometimes just learning one thing we didn’t know before can make a life-changing difference.

6. Authentic enrollment conversations are born out of asking the right questions, not telling

Successfully enrolling clients into your programs means asking thoughtful questions so they reveal to themselves how much they need you, and how you can help.  This is so much more powerful than us “telling” people why they should invest in our programs.  1-on-1 conversations are healing conversations for your prospective clients.

7. Unlearn what you think you know about selling

Most of us have been programmed that selling is “icky,” manipulative, and is about “taking.”

Rather, know that selling is about being of service to others, and helping guide them through the transformation and positive change they are seeking.  They have come to you because they have a problem they are struggling with solving.  Approach a heart-centered sales conversation from the vantage point, “this is about serving them, not me.”

8. Our fees are a gift to our clients 

When there are low fees, typically little commitment is derived from both your client, and you.  Higher commitment creates greater value.  Exceptional value and transformation comes from:

• 10% expertise
• 30% presence
• 60% commitment

Without the fees to encourage commitment, transformation will RARELY occur.

9. Fail fast

Instead of mulling your plans over and over in your head, and churning your marketing activities, make a decision and move forward.  Failing fast means, you’re that much closer to where you want to be.

10. Make decisions from where you want to be, not where you are right now

What this means is if you know where you want to be, begin thinking as if you are already there.  A mentor of mine told me to always ask myself, “What would a million-dollar entrepreneur do?  What action would she take?”  This simple shift will make all the difference in your business about what you decide to do, and how to do it.

What’s the COST of NOT getting your next client?  Join me for a No-Cost FREE Complimentary training call, “5 Best Strategies for Effortlessly Enrolling 3, 5, or 10 Clients Even if You Think You’ve Tried Everything”.  Register for this no-cost call NOW  I strongly encourage you to attend this No-Cost call LIVE with me.  Call recordings will be made available to registrants.   Register now at http://5bestnewclientstrategies.eventbrite.com.

Do you struggle to get new clients?

If you’re like most solo entrepreneurs you give your fair share of free sessions … you have a website with a “free taste” … you keep re-writing your website and marketing copy hoping you’ll fall upon those *magical* words that’ll get someone to buy … you network like crazy …

Yet, nothing seems to work.

So…

“What’s the shortest, simplest, and fastest path to getting clients who truly value what you do…starting right NOW?”

To find out, join me on a NO-COST, complimentary training call.  It takes place Thursday, March 24 at 8pm ET / 7pm CT. 

http://5bestnewclientstrategies.eventbrite.com

Discover—

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“5 Best Strategies for Effortlessly Enrolling 3, 5, or 10 Clients

Even if You Think You’ve Tried Everything”

http://5bestnewclientstrategies.eventbrite.com

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In this No-Cost Training Call discover the Shortest, Easiest, and Fastest Path to FINDING and ENROLLING New Clients into Your Programs. 

You’ll discover the…

• #1 mistake solo entrepreneurs make that costs them thousands of dollars in lost income
• 3 fear-based and limiting beliefs that keep most solo entrepreneurs stuck at painful and frustrating LOW income levels
• #1 reason why most solo entrepreneurs can’t “close the deal”
• Most powerful OVERLOOKED tool for getting new clients
• Perfect way to gracefully eliminate frustrating client excuses like “I don’t have the money” or “I’m not ready, yet”  (learn a simple yet powerful secret) 
• 5 best strategies for effortlessly enrolling 1, 3, 5, or even 10 clients - in the next month, even if you think you’ve tried everyting or you’re just starting out in business

If you’ve been struggling to get new clients, and you’re ready to earn the income you deserve, do whatever it takes to be on this call with me.

Register for this complimentary call here:

http://5bestnewclientstrategies.eventbrite.com

But if for some reason you can’t make it live, sign up anyway and I’ll send you the recording after the call.

See you on the call!

Bonita Richter, MBA

PS: Because I care about you and your success, please know if you don’t have all the clients you want right now, then you’re undoubtedly missing something BIG that’s keeping you stuck and struggling.  If that’s you, please don’t cheat yourself.  Join me on this no cost, complimentary call so I can help you.

 PPS: Got friends and colleagues who could also benefit from this training?  Of course, you’re welcome to invite them to the call.  Here’s the link to send to them:  http://5bestnewclientstrategies.eventbrite.com

 And here’s a Tweet you can post  on Twitter:

Join @bonitalrichter as she shares her 5 best secrets to get new clients this month (I’ll be there!) http://5bestnewclientstrategies.eventbrite.com

Prefer to listen to this week’s article? Click the link below

I’ve been asked, “Bonita how is it that you’re able to get new clients into your programs and grow a lucrative business while working so few hours, and with such little marketing effort?

Is it because you have a huge list, or network like crazy?”

I can honestly tell you it is not because of either of the reasons above. My list is under 1,000 people, and I hardly network at all.

So, what’s my secret?

The secret is to carry out simple and consistent marketing and business-building activities on a weekly basis. Here are 3 things I do to get new clients, and build a lucrative, joyful business:

1. Consistent Marketing

You certainly don’t have to be doing every marketing activity you know about to grow a successful business. In fact, I tell my clients that I’d rather have them do one marketing activity consistently, rather than do 2, 3, 4, or more activities inconsistently.

If you network, network at events where your market niche or business referral partners attend consistently. If you speak, speak regularly. If you give preview workshops, have a pre-defined schedule when you deliver them. If you publish an e-newsletter, do it at least twice monthly (weekly is even better).

The truth is the only regular marketing I’ve done the past 18 months is publish an e-newsletter and attend carefully selected live events; the result—a 6-figure biz in 12 months, working an average 10 hours per week.

The take-a-way here is you don’t have to do every marketing activity you know about; you do have to be consistent.

2. Follow-Up with Everyone

Make it a habit to keep track of every single person you speak with about your services, as well as people who reach out to you. When you speak with someone and he or she doesn’t sign-up for a program, 99.99% of the time the answer is some form of “not right now.” A “not right now” does not mean a forever “no.”

So, if you keep track of the people who are the “not right now’s,” and follow-up with them in the future, this is a beautiful opportunity to build your business.

Think about how many “not right now’s” you’ve gotten over the last year, and how many of those people you’ve followed up with. Take action now, and reconnect with those people. Far from being pushy, this kind of follow-up is caring, generous, and deeply appreciated by people who need your help.

3. Move People past the “Freebie” Line

It’s been proven about 80% of people who have invested money with you, no matter what the dollar amount, are highly likely to do so again.

I’m sure many of you have people on your list who love the free stuff you give them, including the wonderful weekly, high-quality content of your e-newsletter articles—but they never spend a dime. The solution is to have a strategy to getting the “freebies” into paying clients. You do this by creating a system that gently guides your contacts over to the “Land of the First Purchase.”

A favorite and effective strategy of mine is to create a super-high-value, super-low-cost “no-brainer” offer, such as a teleseminar series. Offer this series monthly or bi-monthly, and set up an auto-responder email in your list management service that sends the offer a few days after someone new joins your list.

Another strategy is to set up an auto-responder series with a weekly tip and an offer for a free strategy session. This way, you provide value, and consistently encourage someone to contact you so that a conversation occurs where you can find out their needs, and talk about how you can help them with your services.

Getting new clients and building your business means working smarter. The simpler and more streamlined your systems, the more effective and powerful they will be to transform your business into one that generates the income you desire and deserve.

Watch for a No-Cost training call I am offering, “5 Best Strategies for Effortlessly Enrolling 3, 5, or 10 Clients Even if You Think You’ve Tried Everything.“    To register for this FREE No-Cost training call sign up at http://5bestnewclientstrategies.eventbrite.com.

Okay, I give in. I have to admit (and I hope you’ll respect me for my honesty), I’ve been slow to jump on the social media “joy ride.”  It’s not because I’m a “techno-phobic” or don’t believe it has merit as a money-maker for small businesses.

The fact is I LOVE technology as a productivity tool, and for conducting research so I can learn more about my passions—entrepreneurship (in particular helping women succeed), how to create a star-reaching business, and, of course, marketing and branding. But, I’m not as fond of email, and to me, social media seemed a lot like sending those emails I dreaded so much. I had to log on, launch and open the account, peruse posts.  (sigh) Spending time on social networks felt like a drag, and could end up being a HUGE waste of time for me.  So, I asked myself a question, once and for all, to decide either to put my heart into social media, or to sidestep away from it (for now). The question was—

Is social media a bunch of hype, or can it be used as a money-making machine in a business?

I found the answer to this question is, “yes,” it can be a money-maker for your business, if used correctly. However, it’s not that easy to do effectively. While some people are having phenomenal success using social media to grow their business, others are putting in a lot of time and effort without any bottom-line results.

There are millions of “Twitter Quitters.”

Social media marketing for small businesses can work. Or, it can be a colossal waste of time. Like every other part of your business, it doesn’t just happen; it takes work and a strategy. Social media has the capability to leverage the millions of people who use sites like Facebook, Twitter, and LinkedIn, to let them know about your business. Social networking seems like a great way to get free advertising (instead of running ads that cost money). But, you can’t just put up a FaceBook page (like I did), posts a few comments every month or two, and expect money to miraculously roll in. So, how can small business entrepreneurs like you, and me, leverage social media tools and make them high payoff activities, and not a waste of precious time? Here are some easy strategies to use:

1. Set a goal.

Consider the purpose for doing social media. Is it to find new customers, build your personal brand equity, or create customer loyalty? Addressing all these purposes will result in sales. Having a singular goal is powerful, because your messaging is clear, direct, and purposeful, rather than being a confusing message to your followers. In other words, this gives your message—

CLARITY

Clarity gives you focus, and eliminates all the distracting and confusing elements from your message, so you are SEEN and HEARD.

2. Choose a platform to deliver your message.

Platforms to consider using to get your message out are: 

• FaceBook

• Twitter

• LinkedIn

• Flickr

• youtube and viddler

• ustream.tv

Then, it’s important to have a place for people to read your awesome, differentiating content. My suggestion is to use your platform to drive people to your blog.  You can write on a blog, post video or audio elements, or use a combination of all three. Some people write exceptionally well, others look great on camera, and still others have pleasant and compelling voices. Choose which elements you will use to post content on your blog, considering your strengths and preferences. In other words, if you feel self-conscious in front of a camera, but have an exceptional voice, do an audio component, rather than video, on your blog.

The advantage of using a blog, as a place to drive people TO—FROM your chosen platforms—is because blogs increase visibility for you through Internet searches!

3. Move beyond FaceBook and Twitter.

They are the most popular sites, and the places to be. But, on these sites you’re competing for attention with everyone else. You’re a ‘Little Fish in a Big Sea.’ Consider becoming a ‘Big Fish in a Little Pond’ to get more attention. Think about this, you don’t need to reach the entire world, just your small segment—your market niche. Some ideas to consider are organizing and manage a Yahoo group for your expertise in a specific geographic area. For example, ‘women entrepreneurs in Chicago.’ Go into Yahoo Groups and search for “vertical” social networking sites for your industry or specialty. Another tip, explore FaceBook-like sites, such as:

• Plaxo

• High Five

• FriendFeed

4. Develop a viable market niche.

You’ve heard me say this many times. You need to be marketing to a narrowly defined market niche or a clearly defined specialty market your serve. This makes it easier to “be seen” in social media. If you “niche” yourself as an HR consultant, a professional organizer, or a small business coach, you are in a big pool of other fish trying to be seen. By defining a narrower niche, it is easier to be seen and develop a following in social media. Make sure the niche you choose is large enough to be profitable.

5. Differentiate yourself.

Most small businesses entrepreneurs are aware they need to have a FaceBook and Twitter account, because they’re already there. Just having a presence on this platform doesn’t get you any further ahead. You need to differentiate yourself. How do you achieve this? By writing better content. Great content includes:

• Having passion for your subject

• Expressing your unique personality ( being authentic)

• Demonstrating expertise—know your topic like no one else does

6. Commit to doing social media every week.

No matter how many hours you invest in social media per week, do it consistently. You have to be engaged to be successful. Remember, successful social networking takes a strategy, and time.  Have patience, and give these tools time to work. I’ve created my goal for social media, which is to build personal brand equity.  Being I’m “newly committed” to using social media to grow my business, what tips do you have to make the most of time invested in social media activities?  Post a comment on my blog , and share this article with others!

Do you want a simple way to increase revenues fast?  By consistently using this marketing method, in a few short weeks you may experience your best month EVER in your business.

Are you curious about what is the powerful marketing strategy I’m talking about to produce such awesome, fast results?  Okay, here it is.  The #1 marketing strategy almost everyone overlooks, is the marketing strategy they’re already using! 

You’re probably thinking can it be that simple?  My response is, “yes.”  Here’s the deal…

Think about a marketing strategy you’ve used successfully in the past to create sales.  Was it an email promotion?  A direct mail postcard campaign?  Networking or direct selling?  Whatever that method was that produced some of your best sales, do it more often.  You already have a marketing strategy that works.  You simply need to make use of it more often.

When I meet with new clients who want to increase their sales, one of the first questions I ask them (besides who is your market niche) is:

• What tactics do you use to market your business?
• How frequently do you use these tactics?

I’m not a ‘betting woman,’ but I can predict with almost 100% certainty that one of the reasons my new clients’ sales are anemic is because they don’t market and promote with enough frequency.  For example, they send out less than one email a month to their list, they attend one or two networking events a month, or they lead one speaking gig a quarter.

Especially with email promotions, (which, by the way is a powerful way to leverage your marketing efforts to increase sales), many of my clients have a profound fear of annoying subscribers in their list, and getting a large number of unsubscribes.  Well, what I have to say about this is you’re probably underestimating how much your best clients and prospects love hearing from you!  Moreover, if people unsubscribe, they’re not your ideal clients, and never would have bought anything from you, anyway.

So, think about the method where you have you have experienced your best success in creating sales, and, use it more often.  My personal rule of thumb is to triple or quadruple the frequency you’re currently doing.  For example, instead of sending one email per month to your list, create a plan to send short, fun, and valuable emails to your list on a weekly basis.  By doing this, you’ve just quadrupled the frequency of contact with your list, and the opportunity to create more sales.

As entrepreneurs, many of us are addicted to being creative, and trying something new.  However, many of us wind up making things much more complicated than they need to be.  In most cases, keeping things simple is best.  More times than not, constant searching for the “next hot marketing tactic” means we overlook the gold already right in front of our eyes.

So, it’s now time to look at YOUR business. What marketing strategy has worked for you in the past?  Do you make direct sales calls? Ask current clients for referrals?  Post on blogs? Do interviews on radio, TV, teleseminars or webinars? Speak live? Send email promotions with irresistible offers?

Now, ask yourself, can you increase the frequency? Can you find more places to roll this strategy out in your business?  Again, my personal rule of thumb is to look at how often you are doing a marketing tactic, and triple or quadruple the frequency.  Does it feel like a stretch to do?  Great!  Then, this is the tipping point where you’ll begin to see results from your efforts.

Remember, often times the fastest, and most profitable marketing strategy is simply to do more of what already works.

Do you have some tried-and-true marketing methods that have worked for you?  Why not share them with our readers!

What challenges do you face growing your business?  What challenges do you want to overcome so that you can succeed?

Articulating your main marketing challenge by writing it down is a simple, but extremely powerful exercise.

Move closer to achieving your business goals by identifying the main marketing challenge you face to grow your business.  By identifying your main marketing challenge, you will accomplish more with the effort you put into implementing your marketing strategy.

So, what is your main marketing challenge?

Hmmm…if it were a simple matter of “seeing” where the problem lies, you would surely be solving it already, wouldn‘t you? That is why it is important to verbalize and write down the challenges you are facing. Otherwise, you will tend to focus on the symptoms of what is going wrong, and never quite get to the root cause of the marketing challenge you face.

To face your main marketing challenge, think in terms of unfulfilled opportunities.

Your main marketing challenge is usually tied into the marketing goals you want to achieve, which may be about how to:

•  Increase sales of your business
• Increase market awareness of your business
• Increase visitors to your website and/or stickiness of your site
• Get more new clients
• Get more repeat clients
• Achieve a certain brand image and perception

Examples of marketing challenge statements are:

• How do I double our sales in the next 12 months?
• How do I increase my Internet sales?
• How do I get more qualified leads?

ACTION STEP: Think about the main marketing challenge you face in growing your business.  Write down your main marketing challenge statement in the form, “How do I ___________________?”

Refer to your stated main marketing challenge often. If you do, you will powerfully focus on address your main marketing challenge, and will quickly move closer to achieving your vision, goals, and experiencing success in your business!

Let me know what your main marketing challenge is by posting it on my blog, and if this posting helped you identify where you need to focus energy in your marketing strategy.

What do you have to say to get your client’s attention?  What if what you had to tell them is critical to their success, and you have to get the message across—how would you say your marketing message to make sure they paid attention to you?

As business owners, and marketers, we are all faced with the dilemma about how to design a marketing message will be heard amidst the clamor of every other marketing message out there.

“If I could have your attention, I would love to point out the basic components in a marketing strategy that will help you grow your business.”

Did you already mentally tune out?  Thought so…

What if I said to you—

“Top-earning coaches/consultants do this one simple thing every day to grow their business.”

Did this statement create more interest, and curiosity in you?

The most basic way of getting someone’s attention is to break the pattern of predictable, and expected behavior. Common sense, or predictable messages, don’t attract attention because a person intuitively already ‘gets’ what they hear. People “tune out” because they’ve heard the same message many times before, and aren’t expecting any new information.

To get peoples’ attention, avoid the generic story everyone else is saying, and say something unexpected.

So, what are the key elements in getting peoples’ attention, and just as important, how do you keep their attention once you get it?

You do this by stirring two essential emotions—surprise and interest.

Surprise

When our ‘guessing machines’ fail at predicting what we expect to happen next, this creates the emotion of surprise.  Being surprised jolts us to attention, because we want to pay attention to learn about something we ‘missed.’

Unexpected, surprising ideas are more likely to stick in our brains because they force us to pay attention and think. We, as humans, want to find the answer, to solve the question of why we were surprised.

Think about the core, singular point you want to get across to your clients, such as, 1) how to increase sales, 2) how to get healthier, 3) how to get good grades, and so on. Break a pattern, stump people’s guessing machines about what they think you will say, and state something surprising and unexpected about the topic or situation.

Interest

To keep someone’s interest once you have it, the easiest way is to point out, or ‘open a gap’ in a person’s knowledge. You do this by generating curiosity, or creating a mystery.

You generate curiosity, and create a mystery by posing questions that lead the reader to think, What don’t I know that other people know?, What will happen next? How will it end? Curiosity occurs when we feel a gap in our knowledge. You, as a marketer, must open a gap in knowledge, before you close it with facts.

Our tendency is to tell people the facts. However, you must first convince them they need these facts. The idea is to get their interest, highlight some specific knowledge they’re missing, through:

1. Posing a question (How many moons does Jupiter have?)

2. Pointing out a knowledge gap (Which restaurant is the cleanest in ________?)

3. Presenting them with situations that have unknown resolutions (Who will win Men’s Figure Skating in the Olympics?)

To create interest is all about finding a way to spark and elevate interest about a particular situation or topic; and, by adding an element of surprise and unexpected behavior into your marketing communications, you’ll be able to successfully attract more of your desired clients’ attention!

Do you use any surprise and interest tactics like the ones I mentioned?  If so, can you give an example of how you’ve used them?  Make a comment on my blog.