Monthly Archives: April 2011

The REAL cost of Big Fat Internet Marketing Lies

Over the years I’ve worked with hundreds of entrepreneurs and small business owners. And there is one thing I know to be absolutely true.

It is NOT easy to own your own business. In fact, all of you entrepreneurs reading this should stop and pat yourself on the back right now.

(I mean it. Stop and pat yourself on the back. I don’t care how successful or unsuccessful you think you are — you’re doing it. You’ve chosen a path that can be scary and frustrating and risky but it also can bring you the BIGGEST rewards and the HIGHEST highs.)

So if owning a business is tough, why would you make it all that tougher on yourself by believing the “lies” out there about Internet Marketing?

You see, there are a lot of beliefs swirling around out there about Internet Marketing that are either half-truths, sort-of-true-but-you-don’t-know-the-whole-context or just an out-and-out lie.

The problem is you may not know what is REALLY true and what you only THINK is true.

Actually that’s not the biggest problem. The BIGGEST problem is when you believe these half-truths or lies and then you blame YOURSELF when Internet Marketing doesn’t work for you.

THAT is the real cost of these lies. You blame yourself, the Universe, the economy, your products, etc. for what you PERCEIVE to be a failure. When, in actuality, it’s something else entirely. For instance:

  • Maybe you’re using the wrong Internet Marketing strategy
  • Maybe you’re using the right Internet Marketing strategy but you’re skipping some crucial steps because you don’t realize they’re crucial
  • Maybe your expectations are wrong  (maybe you’re more of a success than you realize!)
  • Or it’s something else that is EASY to fix and has nothing to do with the “story” you’ve created around your failure

I want you to take a deep breath right now and open yourself up to this new reality. It’s not YOU that’s the problem. It’s something else — something outside of yourself and something that’s easily fixable.

How does that feel?

What if THAT was the truth? Not these Big Fat Internet Marketing lies you’re most likely telling yourself right now?

So, do you want to hear MY take on the Top 3 Big Fat Internet Marketing lies are? I’ve created a 3-part video series with the co-founders of the Inner Mean Girl Reform School Christine Arylo and Amy Ahlers. Here’s the link:

How your personality can grow your business

The other day, a colleague of mine told me about a new marketing agency and sent me a link to their Web site. I checked it out.

Needless to say, it was dreadful.

Oh, it was pretty enough. Very nice graphics. And what little copy there was, was very artfully placed (although so tiny it was difficult to actually read).

Why do I say it was dreadful? Because, even though it was pretty, it had absolutely no personality.

The copy was boring (not to mention full of “we’s” but that’s for another day). The graphics were pretty but boring. There was no life, no energy. Just flat.

It was as though the Web site was trying so hard to appeal to everyone, it ended up appealing to no one.

You see, people want to do with business with people. And they want to do business with people they know, like and trust.

But how will they know if they like you if they don’t know your personality? If you’re so busy hiding behind some boring, flat, but oh-so-politically-correct Web site, how will they ever figure out if they like you enough to do business with you?

And, even more importantly, will they stick around long enough to get to know you.

It’s been said that of the worst mistakes you can make in your marketing is to be boring. Because if you’re boring, why would anyone stick around to listen to you? Life is too short and people are too busy to hang around if they’re bored. They’ll find something better to do with their time.

But, I can already hear you ask, What if they don’t like me? What if I turn off paying customers or clients?

And that could happen. In fact, I would say it SHOULD happen.

Why should? A couple of reasons.

First, if you’re writing copy that’s so vanilla to appeal to everyone, it will appeal to no one. In your quest to not turn anyone off, you also won’t inspire any passion or excitement. As a result, you’ll probably lose the sale anyway, because they’ll probably chose someone who DOES excite them.

Second, a good brand attracts your target market as much as it repels. Therefore, if your company isn’t turning people some people off, then you probably aren’t reaching your ideal clients as strongly as you could be.

Third, let’s say some of those people who would otherwise be turned off by the personality in your brand and copy decide to do business with you. Do you really think it’s going to be a good fit? If they don’t like your personality, are they really going to like your products or working with you? Probably not. So you’re better off repelling them to begin with.

I know it’s scary, especially if you’ve been conditioned to think business stuff should be flat and “corporate” sounding. But, the reality is, the more personality and interest you can work into your copy and your brand, the more you’ll cultivate loyalty, passion and excitement from your customers.

Now that you know you need to work some personality in your brand. But how do you do that? Watch your in-box, I’ll provide some tips for doing that in the next issue.

3 Keys To Attracting Leads, Clients and Sales to You Effortlessly

It sounds magical, doesn’t it? Attracting leads, clients and sales to you effortlessly. In fact, it almost doesn’t sound possible.

But the truth is, it IS possible, even if it isn’t magic. It’s all about good, solid marketing principles. And if you follow the below 3 keys, you’ll be well on your way to experiencing that for yourself in your business.

1. Create a powerful message that appeals to your ideal clients. This could also be thought of as your Unique Selling Proposition (or USP).

So what exactly is that? Basically it’s the solution you provide presented from your ideal client’s viewpoint. So, for example, let’s say you’re a business coach. Well, those are a dime a dozen. Instead, what if you specialize in helping women entrepreneurs get over their blocks to making more money in their business. See how more powerful that is? And how it can magnetically attract your ideal clients to you?

Or let’s say you’re a fitness and nutrition expert. Yawn. But what if you specialize in helping women with hormonal issues lose weight. Ah, much more powerful.

In addition to attracting your ideal clients to you, you’ll also notice these also position yourself as an expert. After all, if you have such a specialty, then you must be an expert. And of course, people would much rather do business with experts.

2. Be consistent with your message. Once you know what your message is (and you’ve tested it so you know it attracts your ideal clients) now you need to get it out into the world. Resist the urge to be creative about it.

I know, I know. You get tired of saying it. You’re sure other people must be tired of hearing it. But if you’re not consistent, if you tweak a little here, a little there, maybe edit it here, you’re not getting the full power of it out there.

Look, even you’re most loyal clients aren’t going to get sick of hearing your message. Why? Because they really don’t “hear” it as much as you think they do. People are busy with their own lives and they really aren’t paying as much attention to you as you think they are. So if you don’t repeat it and repeat it consistently, then you run the risk of people not remembering what you stand for, or maybe being confused about it, and if they don’t remember or are confused, they’re not going to invest with you or recommend you or anything else.

3. Be frequent with your message. You’re going to feel like a broken record, but the best marketers are the ones who have a simple, powerful message, are consistent with that message and repeat it over and over again.

And don’t just repeat it in the same places, find different ones. Get your message out there in as many ways as you possibly can. (Just as long as those places are where your ideal clients hang out.) Online. Offline. Networking events. Speeches. Podcasts. Etc.

In fact, here’s the place where you can be creative. Find new and different ways of getting your message out there, and do it as frequently as possible. Because the more often your ideal clients stumble across your message, the more likely it is when they’re ready to make a change, they’ll reach out to see how you can help them.