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Every Small Business Owner Needs a Killer Bio (or three)

Posted by: Stacy Karacostas | Comments (0)

Thursday, November 17th, 2011

As a long-time copywriter I know how hard most entrepreneurs struggle with writing an effective and compelling bio. Partly because they don’t really know what it should say, and partly because it’s really, really hard to write about yourself.

That’s why, when I run across a small business owner who doesn’t have a powerful bio, and they don’t know how to fix it, I send them to get my friend Nancy Juetten’s Bye Bye Boring Bio workbook. It’s so well-done and easy to use I wish I had created it myself!

Now you can learn even more about bios in Nancy’s article below. And you can also find out how to join Nancy on her upcoming free teleseminar Broadcast Your Brilliance – Monetize Your Message. Her topic below is SO right on target it’s a must read post even if you don’t do anything else…

One Size Bio Does Not Fit All Situations

By Nancy Juetten

One thing I’ve noticed is that people often mistakenly rely on one bio to serve multiple purposes. This is a mistake that can be avoided with some good work that will serve you and your business forever.

If you wear many hats, you need to have bios to suit every occasion.

If you are a speaker, you need a speaker sheet that showcases what you talk about and why you deliver a lot of wow with every presentation.

You also need a speaker introduction that sets the audience on fire with anticipation before you speak your first word.

These are not the same thing, so prepare the right story for the right situation so you are always "rock star" ready.

Similarly, if you need a bio that attracts clients, don't forget to identify your ideal client in the story you tell. Otherwise, the bio runs the risk of talking only about you and neglects to showcase the wow you deliver for clients who invest wisely in your services.

And, please, make every word count. Don't offer non specific claims that are packed with non specific results.

Example:

Well known for creating an exciting learning environment, Bob engages the mind of the learner leaving participants with an experience and information they will never forget.

Do you know what Bob talks about, really?

As my good buddy Liz Goodgold likes to say, "Specifics are terrific."

My advice to Bob is to get more specific about how he engages the mind of the learner. I want to know what specific kinds of information he shares that is going to change my life for the better. And I want to know the details in a way that turns my head.

This isn't easy to do. That's why it can be helpful to bring in the reinforcements. And you can get plenty of help on Nancy’s upcoming FREE TELESEMINAR Broadcast Your Brilliance – Monetize Your Message on 11-21-11 at 10 a.m. Pacific .

During this FREE call, she’ll address the specific steps she took to monetize my message to inspire you to do the same with yours. Yes, the call will be recorded so you can enjoy it anytime, as long as you register to receive it. Get all the details and register here: http://bit.ly/slF33W

About Nancy Juetten

Authentic Visibility Mentor Nancy Juetten helps mission-driven experts who are tired of being well-kept secrets and ready to do something about it to prepare and share their stories so they can prosper in the spotlight. She is a word wizard, workshop leader, speaker and Bye-Bye Boring Bio author on a quest to guide clients to spell out their greatness and broadcast their brilliance through the power of storytelling and publicity. Learn more at http://www.authenticvisibility.com/

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Categories : Branding, Build Your Business, Copywriting, Practical Marketing, Publicity

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Using Inner Marketing to Enhance Your Visibility and Grow Your Business

Posted by: Stacy Karacostas | Comments (0)

Thursday, October 20th, 2011

I first met Therese Skelly a couple years ago at an event. Since then, we’ve bonded over a love of marketing, ballet and having a life while growing a business. I’ve seen her speak live, interviewed her, and regularly read her blog. I've even been her client! (That's me and Therese in the picture below…)

If you feel like you have a ton of value to bring to your clients, but you’re having trouble bringing the clients to you, Therese is worth following! Her combination of marketing expertise and inner-self insight helps people step past their own internal blocks and boundaries and create thriving businesses.

She’s my guest expert blogger today, and I’m going to be interviewing her on a no-cost call on 10/26. Read on to learn more…

Why You Have to Stand Out from the Crowd to Grow Your Business

By Therese Skelly

One of the biggest challenges you may face as an entrepreneur is in how to get known as a go-to expert in your industry or community. But what you may discover after being in the game long enough is this fact:

Your visibility is more important than your ability!

What that means is that your ability is second to your visibility. In the marketplace you could be the most talented, the most dedicated, and the most likely to do a good job for a prospect.

Being invisible means being hard to find, your business is hard to differentiate, or you have a marketing message that is even confusing to your target market. Because of this your competitor who is less skilled than you are can be scooping up your possible clients. And this can be extremely frustrating, or even seem not quite fair!

Yet it’s the real world of business. And in this ‘new economy’ where folks are much more discriminating buyers, it’s critical that you stand out from the crowd.

That’s why I’m now talking about ‘beyond being visible.’ Because we all know we need visibility. It’s just not enough to roll out a few emails or pass out business cards and hoping someone calls you.

The real trick is to know what makes you different. The question you have to answer for your prospects is, “what would make you the very best person to work with?” And how can you find that, own it, and weave it into your business in a really powerfully authentic and attractive way.

This is what I call INNER MARKETING. It’s the ability to address and really nail those harder questions. That’s the work you have to do as you grow and evolve and before you roll out your newsletters or programs.

Listen…The world needs what you have. There are clients not being served because they can’t find you! The problem comes when you have crazy-ability and crappy visibility.

Let me show you some signs you may need some more fine tuning in your ‘inner marketing’ process:

You notice that what used to work to get clients in the door no longer is effective
You have so many ideas, you don’t know where to start, so don’t move much forward
You have lots of pieces in place, but can’t see how they fit together in a profitable or more leveraged way
You’re not getting the right clients and so you are drained
You have hit a plateau at the level of income you are at and you know you are capable of earning way more (and that’s so frustrating)

I want to show you what’s in the way of getting that “Brilliance out of your blind spot” and out in the world in a really cool way. And the cost of hiding that brilliance, or worse yet…settling for sounding like everyone else.

And why is this so critical right now? Because your work is just too important to keep in hiding any longer!

Is your business stuck because you brilliance is hidden in your blindspot? Are you ready to use your unique abilities to start attracting more of the right clients?

Then you’re in luck! I’m interviewing Therese on Wednesday, 10/26 at noon PT/3pm ET on “From Sputtering to Soaring… Finding Money in your biz by finding your brilliance in your blindspot.”

Sign up here now and be on your way to using your strengths to effectively market your business.

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Categories : Branding, Build Your Business, Entrepreneur Mindset, Personal Development, Practical Marketing

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Powerful Ways to Get More Visibility for Your Business

Posted by: Stacy Karacostas | Comments (2)

Friday, February 18th, 2011

Powerful Ways to Get More Visibility for Your Business

I’ve known Nancy Marmolejo for more almost two years now (and followed her longer), and am always impressed with her business building wisdom. As well as with how much great information she always provides. Her guest article today is no exception. And her upcoming free teleseminar on your “Spotlight Style” of marketing is sure to be amazing!

Check out what she has to say about stepping into the spotlight in this article. Her advice is well worth following…

5 Tips to Get Your Business OUT of the Shadows and INTO the Spotlight

By Nancy Marmolejo, Guest Blogger

www.SpotlightU.com

If you’re a coach, consultant, speaker, author, trainer, or other service professional, then you have a powerful message to share with the world and your business is how you get it out there.

What good is that message is it’s hidden in the shadows and no one can find you?

It’s time to get your business out of the shadows and into the spotlight so more people can know about your message, your business, and your expertise.

These 5 tips will get you started so more people know about you, connect with your offers, and buy from you!

Claim Your Expertise, Claim Your Medicine

Your expertise is more than what you know; it’s medicine for the world. Don’t be reluctant to claim your expertise. In fact, it’s really not about you; it’s about the transformation your work activates. Let your message and your “medicine” lead you to step up into a bigger arena and get your name out to the people who want and need what you have.

Use Your “Spotlight Style” for Maximum Marketing Impact

There are 3 distinct “Spotlight Styles”, which is how we’re wired for marketing success. They’re based on personality traits and comfort level with certain actions. Knowing your Spotlight Stylekeeps you from making the marketing mistakes that trap your business in the shadows.

Let’s use online video as an example. Video is great for certain things, but if you’re not comfortable on camera, then why risk your reputation and credibility? When you know your Spotlight Style, you’ll understand exactly how to use marketing tactics so they work with your personality and your message.

Understand “The Expertise Gap”

Good news: You don’t have to be the supreme authority on your subject to call yourself an expert. You simply need to know WHO your target market is AND the gap between what you know and what they don’t know.

For example, if you’re a book coach who helps first time authors get published, then you need to know more about first time book publishing than your audience. Maybe you don’t know as much about getting the 3rd or 4th book published, but that’s OK because that's not what you're offering. It’s not necessary to measure your knowledge against the top dogs in your industry; you’ll always feel less than if you do that. Measure first against the needs of your specific audience and be the expert for them.

Don’t Get Trapped in Someone Else’s Blueprint

There are lots of blueprints out there to guide your marketing, but many of them are one-size-fits-all and don’t speak to different marketing styles. What works for one person may not work for you. Before you try a blueprint, make sure that it’s adaptable to your personality, strengths, and style.

Say It Loud and Proud: “I’m an Expert!”

This takes us back to claiming your expertise and your “medicine”. Let the world know you’re an expert. You can put it in your bio, on your website, and in all your communications. If you’ve been featured somewhere as an author, blogger, speaker, or special guest, then let shout if from the mountain tops!

There’s no reason to stay in the shadows anymore. Your business deserves to be in the Spotlight and now is the time to take action!

About the author:

Nancy Marmolejo teaches entrepreneurs how to get out of the shadows and into the spotlight with her unique approach to visibility. As the co-creator of the Spotlight Styles Assessment™, Nancy is on a mission to help business owners authentically market their expertise so they can impact more lives, make more money, and create positive change in the world. Find out about YOUR Spotlight Style by joining Nancy on a free call February 24. Click this link for more info: http://www.SpotlightU.com/afstacy

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Categories : Branding, Build Your Business, Publicity

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Killer Website Reviews: Stratejoy.com Really Works and Here’s Why

Posted by: Stacy Karacostas | Comments (1)

Wednesday, December 15th, 2010

A lot of my clients and friends know that as the author of The Small Business Website Bible (http://www.smallbusinesswebsitebible.com), I love checking out other Websites—both amazing and awful. So they send them my way.

Honestly, I’m endlessly fascinated by the variety of ways a site can be designed, organized and structured. And there’s always something to learn or inspiration to be gained by looking at how others have done theirs.

This week I’m excited to bring you a review of one of my recent faves…Stratejoy.com. I even had the great pleasure of meeting the woman behind the Website at an event here in Seattle a couple of weeks ago.

Here’s what’s so wonderful about her site:

1) Visually it stands out. This site isn’t cluttered or overly fancy. But the zesty graphics and frisky color choices brand it as different at first glance.

2) It’s targeted towards a specific ideal client. Everything about this site is written and designed with the twenty-something suffering a “quarter-life crisis” in mind. From the pink color, to the pinwheel and photo in the header, the fun handwriting font, and even the tone of the copy.

3) On the subject of the content (or copywriting), it does an incredible job of speaking directly to the ideal client in an authentic, friendly and engaging way. This site is far from a snooze fest to read. It’s fun and funny. And it uses the same vocabulary as its ideal client—curse words included.

Here’s a sample of what I’m talking about straight from her site:

Quarterlife Crisis?

This site is for you, Cupcake.

You’re most likely a Gen Y babe who refuses to settle for a ‘good enough’ life. You want the whole enchilada. You want the energy that comes along with being authentic, the “I love my life” sparkle, the inner calm that surfaces when you’re on the right path.
You want to Rock Your Right Life, Right Now.

When I complimented Molly on her marketing voice she said, “I’m lucky because that’s just my natural writing voice. I don’t have to work for it.”

Note to self, your natural voice may be just what the doctor ordered—especially if you are a good example of your target market. It’s going to come across as authentic and warm versus the stuffy, overly formal writing most entrepreneur’s think they need to use.

4) Since it’s a blog site, it’s always got fresh content (great for search engine optimization). And she has guest bloggers writing for her as well. That adds authenticity and shows she has a worthwhile, active tribe that others would want to be part of. Smart…Very smart.

5) Important stuff is in the top right corner of the content zone. When I first checked out the site, her offer for “The Gutsy Girl’s Guide to Success” was in that spot. A perfect choice if her goal is to grow her list. And you gotta love that name!

Recently, that’s been bumped down in favor of a more important promotion. This works beautifully and makes total sense in terms of getting visitor’s attention and achieving her business goals.

6) The navigation is clear and consistent. Again, nothing fancy here. Just nice, intuitive navigation options that remain the same on every page. Since there’s not too many, it’s easy to see what the options are here and find what you’re after.

7) She’s got good calls to action. At the bottom of the home page for example, she doesn’t leave it up to the reader to decide to take action. She gives three choices and provides the links and details to help you get started.

Bottom line is, this site proves it isn’t the bells and whistles that make the connection or the sale. Go to http://www.stratejoy.com and check it out for yourself. And if you’re struggling with a quarter-life crisis of your own I highly recommend Molly’s products and programs too.

What do you think of stratejoy.com or this review? Was it helpful? Share your thoughts by leaving a comment below…

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Categories : Branding, Build Your Business, Website Marketing

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Build a Better Business Card

Posted by: Stacy Karacostas | Comments (0)

Monday, August 2nd, 2010

Did you know…Your business card can be one of your best, low-cost marketing tools?

But if you’re an entrepreneur, and all you have on your business cards is a logo, your name and your contact information, I hereby sentence you to twenty lashes.

Why? Because you are letting an extremely valuable—and ridiculously inexpensive—marketing opportunity pass you by.

Because a truly effective business card is way more than just a tool for delivering your contact info…

Your card can attract new clients…Start a conversation…Send people to your Website… Promote your services… Inspire action… Provide helpful information and much, much more.

Plus, your business card often creates the first impression a potential client has of you and your business. So the last thing you want is for your card—and therefore your business—to seem boring, ordinary, unimportant or unmemorable.

On top of all that, when you’re a busy entrepreneur or solo-preneur need to make sure every piece of marketing you use is designed to do double or even triple duty. And business cards are no exception.

How do you turn a basic business card into a powerful promotional piece?

First, it should go without saying that your cards need to look and feel professional. So spend the extra money to have your card professionally printed on quality cardstock.

If you print your own cards on flimsy paper with perforated edges, or have free cards stamped with someone else’s logo on the back, you might save a few bucks up front. But, you risk making 500 bad impressions and losing out on a lot of business because you don’t look like serious.

Speaking of look and feel, your business card should also be designed to reflect the experience your clients or customers can expect to have when they do business with you. If you’re a creative, have a creative card. If you’re a personal coach, your card should feel warm and approachable.

And plain white or tan paper with black (or even colored) type is boring. It does nothing to make your card—or your business—stand out from the crowd. That’s not to say you should go crazy and turn it into a modern art masterpiece. But don’t be afraid to splash on a little color or have a professional designer create your card for you.

Now that your business card looks fantastic, let’s talk a bit about what it should say…

1) Including your tag line, contact info and Website is a no-brainer. But again, your card can, and should, offer much more than that. For starters adding your social networking contact info is a great idea.

2) Quirky or creative titles for you and your employees are a terrific way to catch people’s attention or start a conversation. And an amusing or out-of-the box title can make you seem more interesting, real and likable. After all, all other things being equal who would you rather work with…someone who is dull and boring, or someone who is fun and friendly? That’s why I’m a Practical Marketing Expert and Business Lifestyle Architect.

3) When it comes to marketing, the prime real estate on any business card is on the back. So if the back of your card is an unending expanse of blank space, you’re missing the boat.

What can you put on the back of your card? I’m so glad you asked!

You can…

> List your products or services
> Mention the benefits of working with you
> Add an interesting or intriguing quote that is related to what you (or your clients) do
> Provide a helpful tip
> Offer a free report claimable on your Website or via phone
> Advertise a workshop or seminar
> Provide a discount coupon
> Ask a thought-provoking question
> And anything else you can think of

Of course these are all just ideas to get your creative juices flowing. You’re really only limited by your imagination, the nature of your business, and your client’s needs and interests. As long as the end result is professional, stands out and fits with your overall goals and marketing strategy—you’ve got a winner!

Got a business card that gets notices—and gets results? Seen one that was awesome? Please do share detials by leaving a comment here…

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