So it made sense when James Freeman stood at the podium and said, “Building value is subtractive. What remains is important.”Read More
In the age of the 8 second attention span, it's more important than ever what you choose to say (and what you leave out). How do you know what's important? Editing is the work because adding value is subtractive. I'll explain...Read More
It's tempting to think that updating our website, writing a blog, or spending time on social media are the best ways to market yourself and get new clients, but that's not true.
They're ONE part of a bigger pie, and great for establishing Know, Like, and Trust, but NOT great for getting clients.
Watch this short video to find out what is. Hint: It's about getting OFFLINE. Hallelujah!
You may think brand building is the domain of the uber creative in the gold-walled office in NYC, but the reality is you don’t need to wear snakeskin skinny jeans at church to stand out. Here are three basic steps to start you on the path to creating an unmistakable company signature.Read More
What do a performance festival, a fictitious airline, and a lap dance have to do with each other? The answer—I thought—was was my business. Then I heard something that changed everything.Read More
When was the last time you asked yourself why you're doing what you're doing? I can cram my day with lots of tasks, and on good days I accomplish them all. But if at the end of the day I have lots “done”, and I’m no clearer on why I’ve done it, it creates a certain flavor of angst and confusion.Read More
“I need a story like yours.”
I had just given a talk to a group of entrepreneurs in San Francisco where I opened the discussion with story, as I always do. A member of the audience approached me and said he wanted to transport his listeners the way I had transported mine. He felt the shift in the room when I shared my three minute tale before launching the workshop, and he knew the science.Read More
Did you know you have 3-5 seconds before a visitor to your website decides to go deeper or click away? Communicate a clear message immediately so they buy.Read More
Marketing Secrets Day #2: Create a Kick Ass Tagline
A tagline is your foot in the door—it has to encapsulate what your business is in a nutshell. And it's hard to do, but not impossible!
Watch this training to get clear on how to create a great tagline so they GET YOU FAST.Read More
"So what do you do?" Are you wasting your first marketing opportunity by not nailing your one-liner?
>>>Your message is the BACKBONE of your marketing.<<<
Watch this to CLARIFY YOUR MESSAGE so they GET you immediately and your business GROWS.Read More
How often are you asked the question, "What do you do?" Maybe once a day? I hear this question at least once a day, sometimes two or three if I'm out and about a lot for my business. So how do you answer? And why does it matter?Read More
Copywriting is the BACKBONE of marketing. If you can't write good copy, people won't engage. It's that simple! So how can you quickly improve your copywriting skills without going back to school?Read More
I always say marketing is like trying to get people to come to your party. You send out a bunch of invitations (i.e. SPRAYING on social media), and then you wait around for people to show up (PRAYING). It can feel kind of lonely, can't it?Read More
4 min read
Did you know that 59% of executives would rather watch a video than read an article? And emails with a direct, obvious video call-to-action had a 53% higher click-to-open rate over those that had no mention of video? Are you using video to engage your clients and close more business? And why is being visible like this so challenging?
Video can feel like a vulnerable medium. AND it’s one of the most powerful ways to share your message. I was curious why so many entrepreneurs, especially women, have such a hard time adopting video. I interviewed 20 female entrepreneurs to find out why, and these are the common reasons I got:
- “It’s too personal.”
- “I won’t have control over who watches it. I don’t want to put myself out there like that.”
- “I don’t want to appear self-absorbed.”
Well if you have heard yourself saying any of the above, I offer you the following counterarguments as food for thought.
- People want to connect.
If they feel more of a connection with you than your competitor, they will most likely buy from you. It is personal. I go to the dry cleaners in another neighborhood because I like the fact that they are always smiling and that they play classical music in their foyer area. Do they do better dry cleaning? I don’t know, but I want to support them because I connect with them.
So how do we connect with our potential/current clients? By being authentically ourselves—and video is a great medium for showing up as yourself. It captures all the facets of what makes you YOU.
I have found it to be less intimidating than a photo, which is a static representation of yourself, and may or may not catch you in the right thousandth of a second of perfection (the odds are low, let’s admit it).
Check out these two lovely Kiwi guys promoting their Minaal backpack on Kickstarter. I connected with them immediately. Their quirky sense of humor made me want to watch more (and fund their campaign). They made 10 times more than their $30,000 goal largely because they were able to connect to potential backers with their video.
- You can’t control the Internet.
Whether you like it or not, you are already “out there”. It may feel exposing to add a video to your website or newsletter, but I think we can all agree that we are more exposed than we ever have been, and that trend doesn’t seem to be going away.
You can’t control the Internet, but you can influence it in your favor. Why not post content that speaks for your mission and values? Isn’t sharing your message why you started your business in the first place?
If people can’t see and hear your message from your lips, they’ll either ignore you or fill in the gaps with their own story. Wouldn’t you rather you control your own narrative?
- The focus is on the viewer.
If you fear being perceived as “self-absorbed” because you make a video about your work or your product, ask yourself, “What is the end goal of my work/my product?” If your end goal is to help people in some way, then you will not be perceived as self-absorbed. End of story. If your end goal is to boost your following, get more likes, or be out there for the vanity of it, then people will perceive you as self-absorbed because that in fact is your goal. See how it works?
People are smart. They know when snake oil is on the table. If you’re not selling snake oil, then have faith your message will be received with the same earnestness it was created with. Trust yourself and your message because it’s not about you, it’s about the clients you want to help.
Video is not going away. Facebook Live is in full swing, but won't be free for long. And Sydacast predicted that 74% of all Internet traffic in 2017 will be video. So it’s not the future of video I’m talking about, it’s now.
What holds you back from being visible with video in your business?
#3 STOP TAKING YOURSELF SO SERIOUSLYRead More
Business is all about relationships, so how can you get REAL in your communication so you can show up as your brightest self, inspire clients, and engage people in what you're doing?Read More
The buzzword these days is authenticity (arguably this word is already passé), and we’re all trying to “be more authentic”. But where do we even start? Aren’t we already just being ourselves all the time? And why is getting real so important anyway?Read More
Inspiration strikes us all on occasion, and I am a firm believer in encouraging the flames of concept. But how do you know when to continue with an idea, let it go, or wait for it to mature?Read More