It's time to release fear and start making some money!
by Karen Frank

When I begin work with a client, the reason is always because they don't have enough business.  Typically they believe this is because they just don't know what to say.  They don't want to seem "pushy/needy/salesy" etc.

But really - choosing the message is truly "putting the cart before the horse."  To risk throwing one too may metaphors at you all at once, your message and your niche are not part of the "which came first the chicken or the egg" conundrum. (OK I promise I'll stop that now)

Unless you are clearly able to identify >specifically< who your ideal client is, there is no way you or anyone else can possibly create a message that speaks to them - period.

To me this is a glaringly obvious truth. The reason most people don't see it is because of "traditional marketing" - what you typically see in a marketing campaign and how it has been taught and executed in the past.

One thing I've learned is that it is darned difficult to convince people that traditional marketing doesn't work anymore. Most business owners 'know' that it is "supposed to work" and maybe it has worked to some extent in the past.  What I see is a gaping hole between their actual results and what they could be receiving - if only the employed ideas that DO work - and work well in today's market and economy.

Don't believe me? Let's look at a typical yellow page ad. I've pulled this from a real ad I found in the yellow pages today. The names have been changed to protect the innocent.





































Yes this is a real ad. No, I don't know what most of that "stuff" they are selling is either.

This is what we see all of the time and so our brains believe this is the "right way" to do an ad.

I could take up a 'whole lotta copy' dissecting all of the problems I see with this ad (maybe in a later article)  however That's not the point I am trying to make right now.

What this style sets up in our minds what we think we "should" do: proudly display our name, business name and what we do.  (and the more jargon the better - makes us look like experts - NOT!)  Full service means bigger is better. And of course because we do all this great stuff we need to make sure the millions of people who see this can contact us, so our phone number (and fax - you never know who might want to fax us a job) are prominently displayed.

I think this is where people start when they introduce themselves at the chamber - "I'm Bob with B4 Printing, We're a Full Service Printer so when you need printing, call us. Here's my card."

Sound (painfully) familiar?

This approach backfires - every time. Why? Because it's all about them - not their client.  Most likely B4 printing has no idea who their clients are much less what problems they solve with their printing service. And so they muddle along providing printing and mailing services for "anyone, someone, people who and small businesses."

But what does that have to do with choosing a niche?

What if B4 Printing discovered that their best clients are real estate firms with 50 or more agents and processors working in their office?

Now they can adjust the language. They can speak to the specific needs of that industry.  They can talk about the problems that their print firm can solve for that industry because they are specialists.  Oh, and you ARE aware that specialists typically charge more for their services - and you can be a specialist too - I'm just saying.

Yes, I hear you.  "But what I do really does help everyone. I don't want to make people think I would turn them away. I can't afford to turn away business!"

This is a recipe for disaster.

By doing business with "anyone who will write you a check" you are unintentionally attracting clients you don't want into your practice.

Think about this:

I'll bet you have a few clients who drive you crazy.  They pay late, ask you for discounts, cancel appointments with weird excuses, take up a whole bunch of your time and on top of all that - don't appreciate how amazing you are.

In response, when I ask most entrepreneurs who their ideal client is, they answer "people who appreciate my services and are willing to spend money on them" or "conscious entrepreneurs who know the value of what I provide"

You might just as well have said 'anyone with a checkbook.'

You need to figure out who your best clients are.  They are effortless for you. Every time they call you, you are going to have a great conversation and either make money or get a referral to another new client just like them. So figure that out for your business. In fact, go ahead and get out some paper and write down their names now.

Now that you know who they are, what do they have in common with one another (besides you).  We're looking for demographics. Do they have a typical income range, number of employees, industry, age group, men, women etc.

What is critical about doing this exercise is you can also figure out what the clients who drive you nuts have in common - and stop attracting them by default.

Once you've identified your ideal client - THIS is where magic happens, because you can also identify businesses who have the same clientele.  How wonderful would it be to be able to trade referrals with someone who is already doing business with your potential clients and vice versa!

And there's a bonus! Once you start speaking intelligently to your niche, all kinds of others who are NOT in your niche hear your message - because it is clear and speaks to the unique benefits of working with you. Time after time I see people who are outside a businesses "defined niche" decide that, despite the fact that they are outside of the "group," this business is a fit anyway.

This is why choosing a niche is so important. When applied in this way you will lessen the amount of time you need to spend marketing and networking - allowing you do spend more time doing what you love. And you'll attract others outside your niche too who will also be wonderful clients. Isn't that why you got into business in the first place?

So what if this all sounds great, but you're really having trouble coming up with the answers for your unique business.

How great would it be to be able to find other readers of this newsletter or people in my community who could be strategic allies for you?

How much would it be worth for you to finally stop working with clients who are energy and fun suckers and start effortlessly receiving business from a few strategic allies?

Here's what one person said about the Niche Strategy Session:

"I already had a high opinion of Karen's skills before we talked; after our telephone conversation, I have a full page of great ideas, and feel inspired and supported in carrying them through.  Karen really knows her stuff, and is a genius at marketing -- and helping you market to your correct niche."

(Notice that I promoted one of my students just now - I can do that for you too!)

When you're ready for strategies that will result in more business and you want to connect with Strategic allies who can help you and save you time, check out my new Niche Strategy Session.  There are still a few spots left at the grand opening price.

I look forward to helping you find more business in less time!

If you've read this entire article, you deserve a prize!  Send me an email with "My Niche Will Make Me Rich," tell me the one thing you liked best about this article in the body of it and you will receive a gift!

 Is It Time for a Jargonectomy?

The good news is - YOU are an expert in what you do.

The bad news is - YOU are an expert in what you do.

Huh?

Don't get me wrong - being an expert is a good thing. Most of us don't realize that our clients, although we may work with them regularly, are NOT experts in what we do, nor should they be.

And, if our clients are not experts, certainly our prospects are not either.

So why am I telling you all of this?

One common mistake I see when I am at networking events is business owners forgetting that we are not insiders in their industry.  They live, breathe, eat and sleep their business and so industry terminology is part of their daily language - but it's not part of mine.

For example, I've heard chiropractors try to talk with me about "subluxation," auto mechanics talking about head gaskets and seals, and financial planners talk about the unusual drop in the Nasdaq in relation to the Dow Industrial Average.

What?

Whenever you talk about what you do, in addition to remembering to keep your conversation focused on the problems you solve for your clients, you MUST keep the language simple.

The truth of the matter is, most of us comprehend at about an 8th grade level.  So if your 13 year old would stare at you like you have lobsters crawling out of your ears (more than usual), then your language is too complicated for the average person at a networking event.

And everyone who responds to this article by emailing me with "Lobsters Crawling Out of My Ears" in the subject line will get a gift!

And to add to the giggles, check out this video that demonstrates my point.

So, as you are talking with people about what you do, check for understanding if there is any question AND do your best to keep the industry jargon at your office.

To your successful networking!

In this newest section of networking news are some recommendations of services I've found that will save you time, money headaches or both. 

Nobody wants to think about it, but we all need a good attorney.  Meet Dava Casoni, the Entrepreneur's Attorney.  I've had the pleasure of working with her myself and to quote what I said to her - "I usually don't like attorneys.  You I like!!  She's UBER experienced and won't give you sticker shock
to learn more click here:

Your mind is a terrible thing - until You've Experienced the Reality of David Neagle, (my personal hero) click here for more information

Why not worship something we can all get behind? - Chocolate!
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