Q: How do I tailor my message to a corporate audience?  My biggest challenge is finding what resonates with corporate decision makers.  After years working with the entrepreneurs, I’m finding that what resonates with them is NOT the same thing that catches the attention of the corporate decision maker. I am finding that the more I research the company (their values, initiatives, etc.) the easier it is to speak to them in their language. And, at times, I find myself wishing for a one-size-fits-all opening… what do you suggest? A: By identifying how corporate decision makers respond differently than entrepreneurs, you’re a step ahead of most.  While I don’t have a one-size-fits-all solution,  I do believe you can apply this customizable approach.  The “Challenge. Solution. Invitation.™” formula provides a simple framework to create marketing messages that speak to your ideal […]

A:  Why isn’t my landing page converting? This is a common question. The answer can be applied to landing pages, sales pages, social media posts and more. Here’s what happened and how I responded. I was asked to weigh in on a landing page (web page designed to get people to sign up for email messages) that wasn’t getting any conversions.  At first glance I noticed immediately that: there was no headline (this is the #1 most read part of all copy) there was no qualifying information about the person who created the landing page (as in — who are you and why should I listen to you – credibility) it wasn’t really clear why the offer was being made (clarity is crucial) it didn’t spell out how it would benefit a person when the opted in (value proposition was missing) there was not a compelling reason why a […]

Q:  What are your best time management tips? How can I find time to take care of myself — i.e. exercise, get everything done and keep up on industry reading. A: Great Q. You must make yourself a priority.  How you do this will vary depending on your schedule, family commitments, dedication to your health and well-being as well as learning style preferences.  I tend to batch my time to leverage and maximize productivity. Let’s break it down based on your question. It’s best to start with self-care because you cannot give from an empty cup.  So, you must make sure you’re eating nutritious foods and carving out time for YOU. For example: Self-care is my TOP priority. Because I spend a lot of time at the computer I try to walk at least 1/2 hour each day. When […]

What type of messenger are you? In order to build a solid foundation for your business, your message and your strategy are KEY components to your success.  And, when it comes to creating marketing messages with integrity there are 3 types of messengers. Take this quiz to discover which type you are and how you can level up your message and strategy no matter where you are on your business journey.   As you build your business there are key areas you’ll want to focus on.  These areas include: Messaging/copy – to connect and convert prime prospects into paying customers/clients Planning/strategy – to get your message to the masses to make more money Brand/image – to ensure your business is recognizable and relevant Publicity/PR – to be featured via ink, air and facetime in the media (print, radio/podcast, & TV) Revenue streams/packaging […]

Q: What’s the best online learning management platform for a solopreneur that does all operations? My audience wants an interactive experience. A: That’s a big question and it depends on YOUR strategy and the desires of your audience. I wish there was a magic answer for this. Like most business building activities, there is no cookie cutter solution for developing and hosting your online course. You’re going to have to do your due diligence to find what will work best for your community (and answer the questions I’ve outlined below). I am going to assume that you want it hosted elsewhere (this is just a guess on my part since you didn’t specify). Consider researching online learning platforms like Udemy, Skillshare, and Thinkific. There are too many variables to give a concrete answer but hopefully this will help. Some questions […]

Q: What exaclty is considered email SPAM when sending email?  A: Excellent question. In short form, any unsolicited commerical email is considered SPAM. So, if you are sending any email for your business without permission and adding people to your email list for promotional purposes, you are basically breaking the law. What many people don’t realize is that email is regulated by the Federal law.  It’s highly advised that you read through the official CAN-SPAM Act on the Federal Trade Commission website. Disclaimer: I am not a lawyer but here are some ways you can ensure you’re NOT breaking the law when it comes to email marketing. In order to be CAN-SPAM compliant here are some things you can do. Invest in a platform that provides professional email service. You can explore companies like AWeber, MailChimp or Constant Contact […]

According to the Merriam-Webster dictionary, by definition, legacy can mean one of two things.  1)  a gift by will especially of money or other personal property (bequest) 2)  something transmitted by or received from an ancestor or predecessor or from the past (the legacy of the ancient philosophers) Beyond definitions, perception and profession often dictate how we view and approach legacy. For example: Some will hear the word “Legacy” and immediately think of wealth, money and material assets. This is true for people who have accumulated impressive amounts of wealth and need to manage their legacy via investments, living trusts, bequests, creating foundations and/or donating to nonprofit organizations. Others will hear the word “Legacy” and think about lasting impact in the form of instilling values, writing books, sharing philosophies, or creating bodies of work that support people, planet and place […]

Q: Why do core values matter in business and marketing?  A:  Simply put, values equal value. When you identify your core values (what matters most to you) you can use them as a guiding principle in all of your decisions (personal and professional). I’m often astounded by how few people have taken the time to identify core values and/or go pack and reassess them. People and businesses are constantly evolving and as such, we should make sure our value are in alignment. Values can drive team culture and enhance productivity.  This article via Tech Crunch highlights Cheryl Sandberg’s (of Facebook fame) thoughts on how Netflix has created an impact with their company culture document.  I agree with Cheryl, this is brilliant and I love seeing how they’ve clearly incorporated values that they live by and honor (who […]

Q: How important is storytelling in copy for advertising and marketing? A: Storytelling is crucial. Purchasing decisions are made based on emotions (this could be need, want or connection — doesn’t matter – it’s the emotion behind the purchase that drives everything). People do business with people they know, like and trust. They buy products that make them feel good about the purchase. Storytelling helps build connection. Here’s more food for thought on storytelling via the Inc Magazine article This is Your Brain on Good Storytelling  by Jessica Stillman. What really POPS for me from this article is the mention of empathy — I teach that this is VITAL piece of gaining trust and creating your marketing messages and it’s a two way street. No more poking at pain points and agitating. It’s important to engage people in a […]

Q: Advertising is expensive and I want more people to know about my business. How can I get business publicity (especially FREE publicity)?  This question, along with many more, was posed during my workshop, The Power of Publicity, at Southern Oregon University’s Small Business Development Center. Savvy business owners understand the power of business publicity. A: Advertising and publicity are both necessary in your business marketing mix.  The key is to create a plan and strategy to ensure all of your efforts are working together. Here’s a clip from my TV interview on ABC Newswatch 12 KDRV about the workshop that offers some golden nuggets you can apply in your business right away.  Click the video to watch and see more quick tips below. During the workshop at SOU-SBDC I promised to share how to: • Discern the difference […]