Tom Cruise in Taps, 1981. His strategy might be a wee bit drastic for you. Better read this article to get a balanced approach.

An age-old marketing tool is the SWOT analysis. You examine your STRENGTHS, WEAKNESSES, OPPORTUNITIES, and THREATS to determine how you should direct your marketing efforts.

It’s always a bit disconcerting when you reach the THREATS column.

A threat? Oh no, we better PROTECT! Circle the wagons, ward off the enemy, batten down the hatches, hide the virgins!

That’s a lot of energy spent going on the defensive.

The “Threats” column is where folks start talking about the COMPETITION. Those nasty, beady eyed creeps who are out to steal business from under your nose… the cutthroat scalawags out to make a buck and throw you into the sewer… and we must annihilate them, right?

What if you could completely reframe your approach and see that yes, competition exists, but it doesn’t have to scare the bejeezus out of you and make sounds that go bump in the night?

Your competition can vanish from under your nose if you follow these simple, non-violent, warfare-free tips. Put your weapons aside, drink some herb tea and get into the groove of Vanishing Competition.

1. Know Who You’re Talking To

The more specific you are about your ideal client, the easier it is to grab their attention.  Find out as much as you can when it comes to their attitudes, values, spending habits, desires. When you speak to them specifically, they’ll tune out everyone else who doesn’t resonate.

2. Find the Words They’re Thinking

Your ideal client has a problem and your business has been set up to solve that problem. If you suffer from a leaking faucet, then the plumber has your solution and you’ll pay to end the drips. And you can’t stand having to be home to wait for the plumber and you really wish they had evening hours and came at a precise time. Imagine how you’d respond if you heard about a plumber who can fix a leaking faucet, in the evenings, and they come right at the time they say or your money back. And they guarantee their work and like the radio ad, “they smell good.” Hired! All other plumbers fade away in that instant. Can you get your clients to see you that way?

3. Know Who You’re NOT Trying to Reach

It’s equally as important to find out who isn’t your ideal client so you don’t send messages to them. Recently, one of my clients was concerned about a negative reaction from a prospective client. The prospect didn’t resonate with a resource my client provided and ended the conversation in a huff. When we discussed it, I asked my client if she’d like to work with someone who had such a closed mind. Because, looking at my crystal ball, I saw someone who was going to be a whole lot of trouble and create a lot of worry. Your ideal client needs to get you, love you, love your resources. If you’re hiding a part of yourself for fear of losing clients (could be your values, faith, lifestyle, sexual preference, whatever) then is that really your ideal client? Having this acute understanding helps you directly reach the people who’ll be your best clients, further fading away the competition.

4. Message, Message, Message

It’s crucial to your survival as a powerful business to reiterate your message in every waking moment. This is who you are, who you serve, what people get from working for you, why you know you’re the best solution, why YOU and not someone else. Take a stand and stick with it. Your confidence in your own business is communicated through your words, actions, and decisions. When someone sees that confidence, they’ll elect to work with YOU. Competition? Who cares… they want you.

Follow these 4 tips and watch your competition become an insignificant blip in the radar of your life. You’ve got more important things to do than go ballistic on your colleagues. Focus on your clients, how you serve them, and why YOU are the obvious choice… and the competition will vanish in front of your very eyes.

Ready to put this to work in your biz? Book a Spotlight Ready Session while available and get a customized strategy to turn the volume down on your competition and the volume UP on YOU!

Leads, leads, leads!

Leads are to your business what air is to your lungs. You just can’t go without it.

Back in the old days, lead generation meant picking up the phone book and cold calling everyone in sight. Then came face to face networking, then came social media, and alas we have lead generation tools at our fingertips.

You’d think the lead generation problem would be solved, right?

Wrong.

Networking upped your intake of rubber chicken, but you never had a strategy for what to do with all these new lunchmates.

You wake up one day with 1000 friends on Facebook, but similarly you have no idea who they are or how you’re supposed to make these connections work in your business. You figure, “Hey, I’ll just pitch them what I’m offering” and suddenly you find yourself with zero responses and zero interest (not to mention a new reputation as a noisy yakking marketer).

What’s a gal/guy to do?

Plan a Profit Path.

A Profit Path is a roadmap of how you’re going to monetize your connections and exactly how to set goals when meeting new people.

Look at the people you meet as falling into 3 categories. And remember, this isn’t about cut and dry boundaries. Some people may overlap into 1 or more areas.

Profit Path #1: Clients

Is this person in your ideal client category? Does he or she fit the profile of the person you’d most like to work with? If yes, then keep that in mind. Don’t know how to figure out your ideal client? This is one of my favorite resources on finding your ideal client.

Profit Path #2: Referrals

The majority of your contacts actually fit into this category. I always advise people to default all their contacts  to “referral” before ruining a relationship with a premature sales pitch or offer. The best way to learn about creating mutually beneficial referral relationships is through old fashioned connecting. Try picking up the phone (read my tips here on how to take your online contacts into offline conversations) and go from there.

Profit Path #3: Leverage

A leverage opportunity is one that allows you to step up in front of someone else’s audience. These can include joint ventures, media, and other “platform” type online visibility and offline visibility opportunities. Having a solid media plan and topics you are known for will help you attract great leverage opportunities. Read the posts on PR and Publicity to help you in this area.

Action Steps:

1. Look at your network and see what Profit Paths your contacts fit into. Remember, people might fit into more than 1.

2. Create an action plan that will lead to CASH. You want to speak in front of big audiences? Then get on the horn with those Leverage Opportunities. Need clients? Well, if you’ve done the work you can see who you need to connect with.

3. Turbo Boost Your Results: Contact me for a Spotlight Ready Strategy Session and we can outline the precise way you’ll get more leads and turn those into MONEY with a customized plan. (These are very limited and highly effective… if it sounds good then take action now)

My question to you: How are you getting leads and what are you doing with them?

image by Mike "Dakinewavamon" Kline

My recent post on staying relevant struck a chord deep within myself and others. What’s important to remember about this is to find something that works for you, meets a pertinent need in the market, and makes money.

That’s just a little aside. What I really wanted to share is how writing a sales page gave me a huge blast of insight and opened up my voice in a way that I really like.

The sales page is geared towards people who want to work with me but either a) don’t want to commit to long term mentoring, b) only have a single question they want my insights on, or c) want to do something short term with me before committing to something bigger. Staying relevant is always a big topic, so it’s very timely.

I’m not selling a program with 4 modules and a Q and A call, I’m not selling a live event with 3 days of seminars and X deliverables… what I’m offering is actually more about the potential of a business, the vision of a business owner, the power of being in the spotlight, and a strategy to get there.

So out of my fingers a series of statements started to flow. By the time I was on the 3rd bullet point, it felt like a manifesto. A vision. A dream I have for you. And no, I’m not trying to get all metaphysical or squishy on you, but there really are some people in this world who can see beyond what you can see for yourself and help you make money with that. I’m one of those people.

This is what came out:

Here’s what I want for your business:

• I want it to be profitable and abundant.

• I want you to be the voice people listen to… not just another noisy, yakking marketer.

• I want your competition to vanish into the ethers… at least in the minds of your ideal clients. You should be the only one on their minds. True love at its deepest.

• I want you to stand strong, tall, and proud as the expert that you are. No slouching…

• I want opportunities to fall out of the sky and into your lap. Maybe you’ll sustain a bruise from pinching yourself (“Is this real?”) but you’ll survive. And you’ll be happy.

• I want you to say “NO” to not-so-ideal-clients and feel great about it… because you’ve got plenty of other prospects and you only work with people who make you smile. No more Mr./Ms. Wrong.

• I want you to march to the beat of your own drummer and feel the freedom of moving forward with a creative idea.

• I want you to be relevant in the market, in the eyes of your clients, and in your industry.

Maybe you’ve tried programs and coaching in the past and you’re hesitant to dive into a big commitment… maybe you’re not sure if you want to settle down with me.

From that point, there’s a call to action (ie, instructions on how to hire me) and information on how long this will be available.

I like this because it’s clearly a vision for YOU (if you’re my ideal client, this is where you self-identify and nod a big YES). It’s an accurate reflection of me and my style (creative, never seeing the impossible, championing you all the way, humorous, a tad sassy/flirty).

If you’re interested in the offer of working directly with me, this really is a good one and is limited so take action now. Here’s the link to the page to secure your spot while they last.

I’d also like you to look over those bullet points and share (in the comments below) which of those is the most important to you right now. Whether you’re already doing it or aspiring, we’d all love to hear your thoughts.

Are your ideal clients clamoring for YOU?

A few years ago I was backstage at a big event, hanging out with the other speakers and (as we often do) talking shop. One speaker, a well known internet marketing expert, said something to me I’ll never forget.

The topic had to do with the directions our businesses were taking. She was adding in a big dose of social media training and consulting to her mix, along with other online visibility strategies. Then she peered at me with a slightly nervous look and confessed, “Well, you’ve got to stay RELEVANT!”

Stay relevant.

The fear in her eyes told all. But, both she and I knew she was right.

The dictionary definition of relevant is “bearing upon or connected with the matter in hand; pertinent: a relevant remark.” It’s all about what people need NOW in an ever changing world of tactics, strategies, and solutions.

The good news is, you don’t have to go into fear mode to address staying relevant. It’s an ongoing job of seeing where you are, where your prospects are, what the winds of change are blowing your way, and of course where your passion is directing you.

In business terms, you can break it down in a few ways.

1. OFFERS: Is what you’re offering solving an immediate and pressing problem your client faces? Are your offers matching their needs TODAY?

2. MARKETING: Are you using the best tools to reach your ideal clients?

3. MESSAGE: Are you wording things in such a way that prospective clients stop, look, and swear you’re talking DIRECTLY to them?

4. NETWORK: Are you hanging with a relevant network? Are your connections connected to the right opportunities for you?

5. PERSPECTIVE: How are you keeping a perspective on all the changes swirling about? This might mean having a mentor in your life to help you see what you can’t see, following people who are on the cutting edge, or somehow being tuned into what’s shifting around you.

Important Note: This isn’t about jumping on the latest fad or changing yourself in a way that doesn’t suit you. Relevance and Flightiness are not interchangeable! More often than not, it’s a simple tweak to one or more of the areas outlined above that can save your business and keep you on the map.

So where do you go from here?

This is what I do:

• I stay awake. Awake to what’s happening around me, awake to what’s bugging me in marketing, awake to what’s overused and overhyped. To me, that spells “go the opposite way” and I high tail it out of any party that’s feeling clone-ish.

• I never walk alone. Maybe you can operate in a vacuum, but not me. I need other professionals working at a high level to serve as sounding boards, trouble-shooters, idea machines. That’s why I mentor others, that’s why others mentor me.

• I take risks. Entrepreneurs love taking risks and trying new things. Sometimes they pay off, sometimes they don’t. But like the Lotto, you can’t win if you don’t play.

• I keep it fun. If it’s not fun, I won’t do it. I want to find the coolest way to stay relevant and build buzz for my biz. Maybe that means I throw out a shocking title every now and then, maybe it means I drop something I’m known for (bye bye social media consulting!) Find what makes it fun for you.

Make staying relevant your mantra for this year’s business plan. For those of you looking for a personalized intensive, talk to me about private coaching. Take this step if you’re ready and serious about your success.

As always, I’d love your thoughts on this topic. What are your concerns about relevance? Does this topic strike a note with you?

Online Visibility Tip for the New Year: Stay Steady, Stay You, Stay Consistent

At the start of each year, I share posts that I hope will help guide your business in the right direction. The basic premise is this: the more visibility you have, the greater your opportunities will be. But just being everywhere online isn’t going to give you the results you need. You must know how to present yourself to your buyers and communicate your brand, expertise, and your value in everything you do.

This is a recap of a previous post with some new updated info to help your business soar this year.

I’m hoping you know by now that online visibility does not equal spraying your name all over YouTube, Facebook, and Twitter. Numbers have their place, don’t get me wrong. But you must remember that people buy from people and ultimately it’s your humanness that sells you… not how many followers you have on Twitter.

Look at how you present yourself online and check for this: CONSISTENCY.  Not only does consistency help people understand who you are and what you do, but if you’re consistent with the keywords you use to describe what you do, then the search engines will bless you with some good lovin’ too.

Where do you begin to make your online marketing a hub for increased visibility and consistency? Here are my 3 favorite places to start:

1. Usernames and Profiles
When using Facebook, Twitter, or any other social media site, be consistent with your username and your profile information. Don’t give yourself a new name and new list of credentials on each site unless you’re using different sites for different businesses. That only creates confusion and makes you lose credibility.

2. Search Yourself
Call it ego surfing or checking up on yourself, but go out there and run your name in a search engine. Hopefully you’re coming up number one for your name, unless you share names with a megawatt celebrity. Now look up your area of expertise. If you’re not as high as you want to be, choose the keywords or phrases you want to be known for and start creating informative, useful content (preferably on a blog or video). The more your name is associated with the strongest key words of your area of expertise, the more you’ll stand out as the go-to person in your field.

3. Be The Same Person Throughout
Guess that kinda means be consistent, doesn’t it? On your Facebook profile, do you list 20 different domain names where people can find you… and they’re completely unrelated to one another? Do you have a photo of yourself from 1983 on one site and then we find you on video and you look (ahem) slightly more weathered? Make sure your branding, your messages, your photos- EVERYTHING- accurately represent who you are. *

Those are 3 places to start. The more you do to make your brand and message consistent, the easier it will be for people to “get” who you are and why they should buy from you.

What are you doing to be consistent? Or do you have a question on the topic? Leave your comments below (I read every one and LOVE to engage with people here!)

*Gotta tell ya… the mismatching headshot/how you really look is a tough one. If anyone has a tactful way of letting someone know it’s time to update their photo, please leave a comment below. Photoshopping out a line or two around the eyes is one thing… but using your same photo from a decade ago is misleading. Ouch.

Out of the mouths of babes

I recently hosted two fabulous clients here at Casita Nancita (aka my house) for a private in-person retreat. For a full day we hammered out a solid plan for each person to follow and created a take-action-now revenue path that will continue to bless them with cash flow and great clients. They’re already successful and awesome, but we’ve now taken them each from good to great.

That evening, my daughter found the flip chart and markers still out and decided to have a little “workshop” of her own. If you want to see a great marketer in the making, please watch this. But also, ask yourself: If a 9 year old gets what makes for great marketing and online visibility, then you better know your stuff too!

Click here to view the embedded video.

I’d love your comments below (and yes, feel free to tell me what a great mom I am for raising such a creative child, I eat that up like candy). Or simply tell me what you’re doing to keep your marketing easy to understand and easy for customers to take action.

Be Not Afraid of Visibility

As a spokesperson for getting more visibility for you and your business, I’m often asked questions from people who equate “visibility” and “online visibility” with loss of privacy.

The fear is that everyone will know your every move, that whatever you put out will be up for public scrutiny, and that someone somewhere will call you out for the fraud that you are. (Not that you’re a fraud, but you’d be surprised how many experts harbor that innermost fear).

Be not afraid, my child.

Consider this your “talking off the ledge” chat with me. Trust me, I’ve done this plenty of times and perhaps I should have some kind of Visibility Hotline set up because I address this matter (discreetly) so often with clients and in casual conversations. Today’s the day to bring this to the public eye.

So here goes,  in handy point-by-point format so you can print this out and put it under that “In Case of Emergency Break Glass” kit. And it’s only 3 points so I know you won’t forget.

1. You’re not Oprah, Brangelina, Will and Kate.

The paparazzi are not interested in trailing a consultant who offers marketing advice to start-ups. Nor are they looking to camp out in front of the house of a professional speaker who does keynotes for the retail industry. One of the first fears of getting more visibility has to do with loss of privacy. Unless your name starts with Oprah, I wouldn’t stress over this one. Get out there- the world isn’t nearly as obsessed with you as you are. (And I say that in the nicest way possible)

2. You’re Not a Fraud

I’ve had clients with advanced Ivy League degrees, perched high atop the expert pantheon of their industry, come to me and distress over not being as qualified as the person 1 rung above them. The fear is that they’ll say something that someone will refute, leading to the demise of their reputation and overall humiliation in their field. The defense response is to not say anything, to play it safe and to live meekly under everyone else. If you’ve not gone through the VIVA Formula, then I suggest you do that right now. It’s a simple 4 step process that will help you see that YES you’re qualified and NO you don’t have to worry about being a fraud.

3. You Can Be Selectively Visible

This is the true gem to hold onto. The reason why visibility scares so many business owners is that they feel it’ll become a runaway train. However, when you’ve carefully crafted your message to solve a specific problem for a specific audience, then you’ve found a niche. My first rule for a niche is that there has to be mutual love between you and them. In that mutual love comes understanding. They get your jokes. They love your stuff. They think you rock. If you haven’t done any work recently on ideal clients, go read this post and watch the video NOW. This makes all the difference in the world. You don’t have to be everything to everyone… just be a LOT to a few and you’ll reap the rewards.

Remember: the world wants and needs what you have. The solution your business provides is medicine for the people. Don’t worry about what others think, if someone will criticize you, or if you’re not as smart as the next person. If you’re solving problems for people, working honestly and ethically, leading with your heart, and attracting ideal clients then your reputation will pave the way for high visibility.