Ask five friends to describe, in their words, what you do...you will get back as many different answers. Your "Positioning", or the set of impressions people have about you, speak so much louder than any marketing campaign or snazzy logo.

In this webinar, you will understand the anatomy of your positioning, and discover a simple process to ignite a powerful word-of-mouth buzz about who you are, what you offer and what kinds of clients you really want.

(Notes, mp3 and other resources below the fold)

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A coach colleague asks a question about how narrow should a target market be:

"I have a client who is a Web developer.  His real love is working with arts organizations, and nonprofits in general.  However, he's concerned that that arts organizations are not a viable target market.  Arts organizations tend to be small and strapped for cash, though there are large arts organizations such as the art museums, symphony, ballet company, larger theaters.  His question - and mine - is whether the larger market of nonprofit organizations of any kind is narrow enough, or is it too diffuse?"

Since this question is common to many people, I decided to respond via a blog post in order to share my view on this with you.

Let's parse this idea down to three questions:

1. How to properly define your target market?
2. When is a target market too narrow or too broad?
3. Should "ability to pay" be a criteria in defining a target market?

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I am an unabashed fan of Social Media as a powerful positioning and marketing tool for solopreneurs. Too many solos agonize over building the perfect web site, unaware that the old Web 1.0 model of "build it and they will come" is quickly becoming obsolete.

It doesn't matter how pretty, easy-to-navigate or flashy your site, people will spend far more time on and interacting with Facebook and Twitter (20 minutes a day and more, according to recent Nielson studies), vs seconds visiting your site just once.

You gotta be where the people are: instead of staking out a homestead in the wilds of GoogleLand hoping people come to you, move to FacebookCity and mingle with the vibrant community that is already there.

Recently, the networking group I belong to held a "Social Media 101" workshop, after which some participants asked me what resources I have to help them get started. Here is a list of posts, articles and other tools to guide you to use the Web 2.0 in a way that helps you attract More and Better Clients:

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What would your business be like if you had clients who want what you offer and who are ready to pay what you deserve? That's the power of the referral: prospective clients who are ready to buy.

Referrals are a very important part of your marketing strategy. Too many solos advertise, hoping people will respond, but rarely do they "prime the pump" by giving referrals first. When I had to restart my business in a new city and a new language, my first step was to make sure I gave out lots of referrals, even though I did not know anyone...and that soon changed - because I demonstrated my credibility through my skill at giving great referrals. People saw that because I was comfortable giving quality referrals, and so they became comfortable sending referrals to me.

In this FREE webinar you will discover what referrals are and learn a powerful technique to give them and receive them, making your prospecting much more effective.

Specifically, you will discover:

- The anatomy of the referral
- Picturing the perfect referral
- The Referral Cycle
- Giving Great Referrals
- Kickstarting Your Referral Stream

Connection info, recordings and other resources after the fold:
(I will be updating this post during the week as I add more resources...)

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This week's SoloSuccess webinar was a look at five things taught in "Start Your Own Business" seminars. Do they work or not?

One thing I realized when preparing and presenting this webinar was that we are undergoing a seismic shift, one as big as the Industrial Revolution. The shift is from a 20th Century "Economy of Things" to a 21st Century "Economy of Experiences". The rules that govern the capital-focused, finite-mindset Economy Of Things no longer work in an Economy of Experience where the cost of production is zero, the products are intangible and velocity is what counts.

This has generated lots of ideas that I want to explore later on.

Links to the recording and handout after the fold.

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You have probably received an email that starts:  "I came across your website and I would like to propose my services..." or "Please pardon the interruption, but I would like to propose our services..."

What is your first gut reaction when you see this? If you're like me, probably to hit the "delete" button. And if you're feeling particularly peeved, you might hit the "Identify as Spam" while you're at it.

But the temptation to send out these kinds of e-mail is huge. You need to let people know that you exist. And everyone is doing it, right?  So why are you still doing it, even if the return on these kinds of campaigns, whether by e-mail, postal mail, telephone, social media update or ad, or other means, is pitiful?

I agree that it's important to reach out and let people know what you offer. How you do it, though, is the difference between generating indifference or interest. So what is the difference between a message that captures a prospect's interest and one that turns them off?  When is spam, spam?   [Read more →]

I'm following 257 blogs on my  GoogleReader account - yes, I'm fascinated by the diversity of ideas out there in business, marketing, leadership and success. Here are some articles that caught my eye recently:
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As I was doing my morning GoogleReader scan, I came across a sentence relating the famous Chilean solidarity chant: "The People United Will Never Be Defeated". But in my half-awake state, I read "The People United Will Never Be Delighted".  It took me a couple of minutes to realize what I (mis)read, by that time I had clicked too far forward and could not trace back to the original page.

The misread phrase has been rattling around in my head for a few hours, until it connected to an incident I experienced.

If you meet me during a networking event, one question I will certainly ask you is "Is there a specific client or profile of ideal client you are looking for at the moment?" Most of the time the answer I get is "Well, anyone!".

Well, I've just lost interest. What you've communicated to me is that you don't know who you want as a client, therefore I (and anyone I might refer to you) will probably be disappointed with your service...because you don't really care for ME.

The biggest problem I see with solos is that we are so desperate hungry to get clients that we try to be all things to all people. However, there is only one of me and there are many of you. If I want to satisfy every one of you, I will definitely spread myself too thin, and end up delighting no one, especially myself. And if I'm not happy providing my services to you, then what's the point for me to be in business? [Read more →]

I've just attended the Gamechangers Roundtable call today on "Creating a Game-Changing Culture" with Jonathan Fields, Chris Guillebeau, Pam Slim and Reese Spykerman, moderated by Elizabeth Marshall.

The core of the discussion was about Branding, what it means and how to create a brand that expresses your own personality and quirkiness... because that is what will attract the right people to you.

To give you a sense of what was discussed, here are the notes I tweeted during the call (bottom of the list = start of the call): [Read more →]

You're good at what you do...but how many prospective clients know that? Most professionals rely on their credentials and certifications to communicate their competence. The problem is that most certifications mean little to your market, because laypeople usually do not understand (or don't care about) the meaning of those letters after your name.

To get more and better clients, you need to stand out from the crowd by proactively positioning yourself. The real question is: Do people know what you're good at...and how it benefits them? Communicate that clearly, and you will build huge trust capital with your market, and they will choose you before any of your colleagues.

This short course will equip you with strategies you can use right away to break away from the herd and become the preferred choice of clients who recognize the value of what you offer and who are ready to commit.

The result? You get happier clients who enthusiastically refer you to other people who are also the right fit for you. This means you will earn more, work smarter, and be happier!

People always have a choice. Make it easier for them to choose you.

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