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What the Food Network Can Teach You About Marketing Your Business

What the Food Network Can Teach You About Marketing Your Business

First, a confession. Yes, I’m into food porn.

No, I can’t cook (I’m not very good at it, nor do I enjoy it at all), but for some reason, I really enjoy watching other people cook. I especially love the cooking competition shows (probably my love of sports kicking in here).

One of the shows I watch from time to time is Chopped. If you haven’t seen it, four chefs compete to cook the best dish using four mystery ingredients. There are three rounds, and a chef is “chopped” after each round.

During the show, we get to meet and listen to the judges, and for the most part, I haven’t liked any of them. To me, their personalities have ranged from flat and uninteresting to downright grumpy.

Now, that didn’t stop me from watching the show. But I certainly wasn’t going to go out of my way to watch those judges anywhere else.

But that all changed when I saw several of those judges compete against each other on a different cooking show. Instead of being flat and grumpy, they were having fun and cracking jokes.

In other words, I saw their personality.

Now, when I see them on Chopped, I no longer see the dour judges I used to. My view of them now is more well-rounded, and I actually enjoying them.

I suspect you can all see where I’m going with all of this.

The more you share your personality in your marketing, the more people will feel they know you. And once they get to know you, they’re in position to like you—and we’d all rather do business with people we know, like, and trust.

In a nutshell:

So, what are the best ways to share your personality in your marketing?

In no particular order, here’s 5 ways to get started:

* Share stories from your life. From what’s going on with your kids and your pets to your latest vacations.

* Share your hopes and dreams. What do you really want in life? What are you currently working toward? What are you passionate about? There’s a good chance your ideal clients want to join you on your journey, but they can only join you if they know where you’re going.

* Share your rants. Is there something that really makes you angry? Or do you have a contradictory view on what’s considered standard in your industry? Share it. However, I would caution you to try and avoid sounding preachy or judgmental. It’s one thing to get all fired up about an issue, it’s quite another to turn it into a condescending sermon.

* Share your vulnerabilities. Talk about when you made a mistake or fell flat on your face. (But, important note—if you’re in the middle of a massive “black night of the soul,” it may be prudent to wait until you’re through it before you share it.)

* Develop your unique voice in your writing—the more people can feel you in your copy, the more compelling they’ll find your copy. (My second love-based business book “Love-Based Copywriting System” contains resources to help you cultivate your personality and your voice in your writing.)

If you’re uncomfortable sharing your personality in your marketing, my advice is to go slowly. Share something small, and see what happens. The more you do it, the easier it gets.

Want more copy tips? You may like my Love-Based Copywriting books (Volume 1 and Volume 2).

[Video] Flip It! Why Haven’t I Gotten Better Results Yet?

[Video] Flip It! Why Haven’t I Gotten Better Results Yet?

If you’re trying to grow your business and you’re not feeling like you’re getting the results you want, I would say one of 3 things is going on:

  1. You’re taking a lot of action, but it’s not the RIGHT action, and that’s why you aren’t seeing results. Maybe the marketing strategy you’re following isn’t the right strategy for your specific situation, or maybe you need better copy for your emails.

This is probably the easiest one to fix — and it’s also the one everyone assumes is the problem. Hence all the marketing out there that is promising you that you really could be getting results, if you only knew this one tiny little-known secret.

And sometimes, this is precisely what’s going on. But, if you’ve tried tweaking your marketing strategy or putting up a new Facebook ad and it’s still not working, then let’s move to number 2.

  1. You’re taking a lot of action and it’s the right action, but it’s just going to take some time. The harsh truth is — success takes time. Dan Kennedy, who is a famous copywriter and business strategist, once said he’s met a lot of millionaires that their bank account just hasn’t caught up to them yet.

So, how do you know if it’s this one? If you’re seeing small, incremental signs of success. Typically if you’re on the right path.

Look, despite a lot of the sexy Facebook ads you’re seeing in your news feed, success doesn’t happen overnight. It takes time. And work. Consistent work. So, if you’re consistently showing up and seeing those tiny results, keep going.

But, there’s a third thing that might be going on.

  1. You’re actually not really taking all the consistent action you think you’re taking.

There’s a story about Tony Robbins where at one of his events, a man stood up and said “I’ve done everything possible to grow my business and nothing is working.” And Tony said “okay, tell me 10 things you did.” And the man pauses and says “I guess I only did 1 or 2 things” and sits back down.

The point is — what we think we’re doing and what we’re actually doing may not be the same thing.

One of the most difficult things is to get out of our own head and our story so we can clearly see our actions. It is really easy to get sucked into all the crap in our head and be able to judge what we are or aren’t doing.

How do you know if you’re here? Watch below and find out:

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Money and Mindset” book — you can check it out here.

How to Craft a Compelling Message That Gets You Results

How to Craft a Compelling Message That Gets You Results

When it comes to marketing, do you ever feel invisible? As if no one is paying the slightest attention to your message?

You’re spending all of this time writing marketing copy, emails, social media posts, blog posts, and website posts and they’re falling on deaf ears?

No matter how hard you work, how much blood, sweat, and tears go into your writing, your ideal prospects just aren’t buying.

If this sounds familiar, you’re in luck. Today, I’m sharing my advice for crafting a compelling message that converts your ideal prospects into ideal clients.

Your ideal clients see you and hear you and know you. And to know you is to love you, right?

Right.

So let’s get started.

A compelling message comprises two important elements: your ideal clients and your offer.

You’ll find your compelling message where those two elements intersect.

Ideal Clients

I’m a big believer in the power of identifying an ideal client as opposed to a target market or niche.

Whereas target markets and niches are based on external factors/demographics, ideal clients are based on internal factors like desires and fears.

Here’s my favorite illustration of this distinction:

A target market might be stay-at-home moms. A niche within that target market could be stay-at-home moms looking for a work-from-home opportunity.

And within that niche lies an ideal client.

For example, one stay-at-home mom may be looking for a work-from-home opportunity because she needs to contribute financially to her household. Her family needs two incomes to pay the bills.

Another stay-at-home mom may be looking for a work-from-home opportunity because she wants something of her own; she wants to use her professional skills, and she wants to develop an identity separate from that of a mother or wife.

Take a moment to think about the difference between the mindsets of those two women. Two completely different ideas are keeping them up at night.

In the first example, the mom is worried about paying the bills. And in the second, she wants to develop a new aspect of her identity.

So when it comes to messaging, your message to each of these women would be completely different.

People respond to specifics. So it’s important that your message address the specific worries or fears of your ideal client. The more specific you are in describing their unique situation, the more they’ll feel like you’re speaking directly to them; that you understand them. And the more they feel like you understand them, the more they’ll believe your offer will help them.

Now, if you aren’t sure what’s keeping your ideal client up at night, ask! Send out a survey or hang out where they hang out—Facebook, LinkedIn, etc.—and be a great listener.

Your Offer

Once you understand specifically what’s keeping your ideal client up at night, you can craft your offer so it’s clear you will solve his or her specific problem.

The best way to illustrate this is with an example.

One of my longtime clients, The Coaches Console, provides coaches with an all-inclusive software that streamlines and automates all the back-end elements of a coaching business: marketing, lead generation, client conversion, client enrollment and agreement, client support, scheduling, client notes … everything!

So what keeps their ideal clients up at night? They want to make a difference in the world. They’re passionate about coaching. But they find the business side of coaching overwhelming.

So The Coaches Console’s offer is their software—which solves their ideal client’s problem by taking all the guesswork and overwhelm out of the business side of coaching so that their ideal clients can focus on what they love best: coaching.

The Intersection: Your Compelling Message

So now you know what keeps your ideal client up at night. And you know what your offer is, and how you position it as a solution to what keeps your ideal client up at night.

It’s time to create your compelling message.

Let’s look at the three ideal client examples I’ve addressed in this post:

Stay-at-home moms who need to make money. These women are up at night because they need an income. So if you’re offering them a business opportunity, your compelling message would be: “I provide stay-at-home moms an opportunity to make a reliable income while still having time to take care of their families.”

Stay-at-home moms who want an identity separate from wife and/or mom. These women are up at night because they want to do something of their own. So if you’re offering them a business opportunity, your compelling message would be: “I provide stay-at-home moms an opportunity to have fun as entrepreneurs while still being there for their family members.”

Coaches who love coaching but are overwhelmed by the business details. These coaches are up at night because they want to focus on coaching and want to run a profitable business—but don’t necessarily have the business acumen to do so. So if you’re offering them a software to take care of all those business details, your compelling message would be: “We give coaches the tools they need to streamline and automate their businesses so they can focus on coaching.”

Your message, which happens at the intersection of Your Ideal Client and Your Offer, will be compelling once you make it clear that you will solve your ideal client’s specific problem.

If you are ready to start writing your compelling message, spend some time getting to know your ideal client and what keeps her up at night. Spend some time crafting your offer as the unique solution to that problem. And that, my friends, is where your compelling message is born.

If this topic resonated with you, you may be interested in Love-Based Copywriting System: A Step-by-Step Process To Master Writing Copy That Attracts, Inspires and Invites. It’s available at most online retailers. Learn more, here.

 

 

[Video] Flip It! Where is the Magic Website Traffic Bullet?

[Video] Flip It! Where is the Magic Website Traffic Bullet?

How many of you are secretly looking for the website traffic button?

I mean, all you have to do is take a quick view of your Facebook feed to see tons of ads from gurus promising to teach you where that that magic website traffic bullet is.

It’s Facebook ads!

No, it’s Instagram!

Pinterest is the missing secret.

Maybe you should post videos or do a podcast.

No, go back to good old fashioned SEO.

Ahhhh! Overwhelm alert!

So, chances are you’re either running around like a nut trying to do EVERY website traffic strategy under the sun or you do nothing because you have no idea where to turn or which one would be the best one.

You probably already know what I’m going to say, which is there is no secret magic website traffic bullet. Not even if you buy it.

So, what’s the answer? Just give up? Resign yourself to not getting enough traffic to your site or blog?

Not at all. In fact, I’m going to share two very powerful strategies for creating your own magic traffic bullet.

  • Whatever strategy or strategies you pick to attract visitors to your website or blog, decide right now you’re in it for the long term. In other words, this isn’t a “do it for a month and expect you’re going to get thousands of visitors and be set for life. That’s just not the case. It can take weeks or even months before you build enough momentum to start getting some traction, and once you’re got it started, you’re going to have to maintain it. So, having a plan in place to make sure you are consistently using that strategy is key.
  • Whatever strategy you do, always put out your very best work. This also includes if you post regular blog posts or videos or a podcast. If you’re writing blogs, then don’t just race through it and slap something up. Take the time to do the best job you can on everything you create. While this isn’t necessarily the fastest way to attract visitors to your site, I guarantee this is the key to standing out. If you put out really good content, your people WILL find you.

I share more in the video — check it out:

 

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Online Marketing” book — you can check it out here.

[Video] Flip It! Are You Using the Wrong Marketing Strategy?

[Video] Flip It! Are You Using the Wrong Marketing Strategy?

If you’re not seeing the success you want to be seeing in your business, it’s very possible it’s because you’re using the wrong marketing strategy .

Let me explain: There are two types of marketing strategies — long-term and short-term.

Long-term strategies are designed to build your business over the long term. The benefit of using them is you can be reaping the benefits of what you built for a long time — months or even years — even if you stop using it. Examples of long-term strategies including blogging, SEO, podcasts, other types of content marketing and even list-building.

Another way of looking at a long-term marketing strategy is any strategy that focuses on building a community. You aren’t making an immediate sale, instead you’re focusing on building a solid, loyal community that will buy from you over and over again.

Hence the weakness of long-term strategies — there’s no focus on cash flow.

That’s why you need short-term strategies. Those are designed to make a sale right now. Product launches are short-term. So is any sort of sale.

All healthy businesses need both long-term and short-term strategies. The problem happens when you are either focusing exclusively on one marketing strategy or you’re focusing on the wrong strategy for your goals and where you’re at in your business right now.

For instance, if you’re focusing solely on long-term strategies when you really need cash now, you can be creating a lot of financial stress. However, over-focusing on short-term strategies can trade short-term profits for long-term disaster.

But, I’m getting ahead of myself. Watch and decide for yourself:

 

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Online Marketing” book — you can check it out here.