Tag: brand

How to Spread the Word About Your Business

Posted on by Maria Ross

You open that coffee shop you’ve been dreaming about for ten years.

You start that consulting business based on your long, successful career in Corporate America.

You start writing that blog you’ve been told to start a thousand times.

But where is everybody?????!!! (cry-face emoji)

They are living their lives, that’s where they are!

We can talk about marketing, brand strategy, social media, blah, blah, blah all day long. In fact, we do quite a bit around here. But at the end of the day, what any entrepreneur, author, or artist really wants to know is:

How do I spread the word about my business, project or big idea?

Of course, that’s why marketing exists. You need a clear brand strategy that outlines who you target, what value you offer them and how you want to present yourself to the world. From there, you build a marketing plan to reach the right people with the right message at the right time.

But what can you do right now, today?

Here are six Macgyver-style tips to spread the word about what your business. Doesn’t mean you get to skip the strategy and planning part! Just some creative ideas to get your juices flowing:

  1. Start building your email list: Like, now, today. You can’t do all this awareness-building on your own. You need an army. Create an audience of raving fans who support you and share some goodies with them every now and then. Until you get your ongoing content marketing plan together, just START BUILDING THE TRIBE! Install a simple MailChimp, Constant Contact or other email platform widget on your website and start building that list. For now, just offer them a one-time incentive for signing up: a tip sheet, a discount coupon, a free eBook. Whatever you can quickly and easily create to stop delaying doing this important step! You can always change it later.
  2. Notify everyone you know about what you’re doing. Seriously. Everyone. Every friend, relative, past or present colleague, your Moms club, your poker buddies, your Facebook friends. EVE-RY-ONE. People know people. I’m always shocked when I find out friends of mine have published a book or started a business and they never bothered to tell me! If you’ve been going for a while, then send them a personalized, “Here’s what’s new in my world” email and let them know what’s going on. This may seem “Duh!” to you, but 90% of my clients completely miss this step. Oh, and while you’re at it, if they are the right customers for you, invite them to join your email list (#1) so they can stay in the loop on more goodies and events.
  3. Host a Party: Interpret this however you want, but live events are powerful things. Nothing fancy, nothing super expensive. Hold a holiday shopping party at your boutique and promote it in the local paper, or post flyers in coffee shops and community centers around town and by telling all your friends to tell their friends. Invite a group of ideal clients over to your office for a wine and cheese social with a discussion topic and a guest speaker. Partner up with a few other colleagues who do something complementary and host a free workshop. For example, if you’re a marketing consultant, invite a web designer, a copywriter and a stylist to hold a “Build the Perfect Image” seminar for new business owners. You all promote the event, you all get great leads and, yes, you start spreading the word.
  4. Network: You have to get out there. Sorry introverts!  You don’t have to join every group but find two or three that fit your style and attract the right audience for you. If you’re a life coach, find a business owners group or coaching mastermind in your area so people now about you. Networking with peer groups puts you in the mix to get referrals. But also join groups that attract your target buyer: clubs, meetups or professional associations. You can even search online on LinkedIn or Facebook and get into the conversations. Not just to push your stuff, but to connect and genuinely add value. Nothing spreads the word faster than building a personal reputation as a knowledgeable, generous resource! People will want to support you and know what you’re up to.
  5. Sponsor Community Events: Is there an appropriate local event that you can sponsor which aligns with your brand and attracts the right people you seek? A new coffee shop could sponsor the neighborhood fair. An online baby-clothing company and mom blog could sponsor a Moms Club event. A fitness coach could sponsor the city marathon. Make sure if you go this route, the event really and truly attracts your ideal customer or you’re just wasting your time and money. This is a great way to get the word out on a mass scale.
  6. Get Social: Social media is wonderful for getting your name out there, IF you use it correctly. If you’re just starting out, try picking one social network you enjoy using and building an audience base there. Post consistently. Don’t just “sell” but provide useful or interesting information. Interact with your fans and followers.

For all of these quick-hit tactics, you want to make sure you give people a reason to reach out to OTHER people to tell the world about you. Offer a coupon or incentive that rewards them and one that requires them to share it with a friend. If you’re a service business, create a referral program and give them 10% of whatever their contacts book with you. Hold a series of events or workshops that enable them to invite other people the next time.

If you’re a local brick and mortar business, you’ve got to pound the pavement a bit.  Post flyers. Make friends with local press and pitch them article ideas that relate to your business but are of interest to their readers.  Invite the community to your location in some way, shape or form. Hold creative events such as “Free Coffee for Police Day” or “Halloween Costume Party: Get 15% off if you dress up!” or “Mom’s Spa Day: $25 credit on any massage or facial.” And then make sure to promote those specials or events to the right groups of people via email, a personalized letter or even a phone call!

You can’t just build it and expect people to come. You’ve got to reach out and tell them about it! (Tweet this!)

Image credit via Flickr

Why (and How) to Trust Your Gut

Posted on by Maria Ross

Why (and How) to Trust Your Gut

Not everything that can be counted counts, and not everything that counts can be counted. 

So said William Bruce Cameron (or Albert Einstein, depending on your source)

Business owners and marketers count a lot these days: Twitter followers, site visits, conversion rates, email opens, CPM. All great data that leads to insight and action.

But not everything that counts can be counted. You need to learn how to listen to your intuition. (Tweet this!)

Now, I’m not getting all woo woo here. I’m talking about sound business sense. If you have any life experience whatsoever and you have expertise in your field, you can sometimes smell a rat or spot an opportunity without really knowing why.

Knowing is in your head. Knowing is facts, data and experience.

Intuition is your “Spidey Sense”. It’s knowing without really knowing WHY – it just IS.

And I submit to you that your intuition or “gut feel” is often based on the collective facts, data and experience you already have. But it expresses itself through your heart.

Of course, there will be business decisions you need to make based on solid facts. But my good friend, Andrea Rae coaches many entrepreneurs that listening to your body is just as important as logically thinking through tough decisions.

So where do you start?

Andrea teaches that the first step is to discern your Inner Yes and No.

You already do this: When you look at a restaurant menu, you peruse it and think about what you’d like to eat and usually go with what you ‘feel’ like having.

The way to listen to your intuition is by tuning into your body. “When we tune into the sensations in our bodies,” says Andrea, “we might notice a tightening in the chest or stomach, a contracted feeling indicating we really don’t like that choice, or that the choice is not resonating. Or we might get a calm, peaceful even excited feeling in the body when we think about that option. ”

When you’re faced with a decision, close your eyes and get into your heart space. Breathe. Shut off your monkey mind for a minute. Then, turn your decision into a “yes” or “no” question and tune into your body, taking notice of how your body reacts. Does you chest or stomach tighten or do your muscles constrict?  Or do you feel calm, lightness or excitement?

Some examples of how to apply this to your business:

  • Should I take on this client? If someone is unorganized, late, and high-maintenance from the very first interaction, how does that make you feel? My motto is that, unless there are extreme circumstances, most things finish as they start. Pay attention if your gut is telling you to let this one go.
  • Should I partner with this company? If a potential partnership keeps you awake at night, wondering if you’re getting “screwed” or you just don’t trust something in their voice and demeanor, pay attention. Your subconscious could be trying to remind you of a past similar that ended badly.
  • Should I do this? If you are constantly putting off a marketing or business task, such as blogging or networking, and the thought of it makes your stomach hurt, explore this resistance.  Yes, it could be because you’re outside of your comfort zone but look deeper. Will it actually move you toward your goals? Is it really that important? I find that if I keep putting something off, it’s for a reason. So I either face the challenge, take it off my to-do list or outsource it. At least you will move the ball forward!
  • Do I want to invest? If a sales pitch or webinar invitation makes you feel “icky,” pay attention to this reaction. I get this feeling when I see ads for “Secrets to a Six-Figure Business!” or “Manifest Your Ideal Clients NOW!” Is this really the right style and approach for you? Can you trust this person? Maybe someone else who comes at this from a different angle would serve you better.

Andrea shares 3 tips to get better at tuning in to your intuition:

  1. Spend some time in meditation, connecting to the heart, body and energetic boundaries, and practicing your yes and no response with simple questions to which you already know the answer. Focus on the body sensations. Observe, don’t think and analyze.
  1. Journal about the areas in your life where you honor your inner communication and where you do not. What are your blocks to listening to inner guidance? Download this free guided meditation. 
  1. Find time during the day to stop before automatically doing something. Stop and ask yourself if this is what you want to do. Notice the information that reveals itself. Ask yourself questions. Your body sensations will communicate simple yes and no answers if you just pay attention

Yes, gather all the data and information you can to make a good decision. But at the end of the day, you have to feel good about making that decision.

Image Credit via Flickr

Yes, You Can Ask!

Posted on by Maria Ross

09.13.16 Ask (blog)

Sitting in a coffee shop, I overheard two professional photographers comparing marketing notes.

They talked about pricing, contracts, packaging and how to create additional service offerings for new target markets. One seemed to be coaching the other based on his success, which was cool to see. It was lovely to see such mentoring and collaboration.

But this exchange stopped me in my eavesdropping tracks:

Him: You need to ask your past or current clients to refer business to you. This is how you generate word-of-mouth.

Her: Really? Just “ask them?” I thought word-of-mouth meant that you just do good work for people and hope they recommend you. I didn’t know I could ask them to refer me.

Him: If you deliver value for people, they will want to refer you! It’s your obligation to share the good work you do with people who need it.

“I didn’t know I could ask them to refer me.”

We are sometimes so afraid of the word “sales” that we deem any request for business as pushy, slimy or in-your-face.

Being “pushy” is an attitude, a tone of voice. It’s not the act of asking that’s pushy. It’s how you do it.

If you deliver honest work that gives great value to your clients or customers, then this guy is right: you have an obligation to ensure others who need what you’ve got can find you.

Don’t rest referral responsibility solely on the shoulders of your clients’ goodwill. We all mean well, but we get busy. We forget. We don’t post that stunning Yelp review or think about how your services might be perfect for a friend of ours.

Sometimes, you have to ask. Lovingly. Kindly. Confidently. (Tweet this!)

Here’s one way to ask a client for a referral at the end of an engagement:

“I’m so glad you’re happy with my work. It’s been great working with you, and I’m looking to help more clients just like you achieve results. If you have any friends or colleagues who could benefit from my work, could you please send them my way? If they end up becoming a client, I’d love to offer you a (discount/gift card/free session) as a thank you!”

One way to ask a colleague for a referral:

“Our services are really complementary and I noticed that those who work with you first get a lot more out of our work together . If you’re game, would you like to refer more clients my way (and vice versa) and perhaps we can do a 10% referral commission together?

One way to ask an existing customer for a referral:

“We love that you dig our style! We noticed you buy gifts and accessories from us every month and we wanted to say thank you. If you’d like to share the secrets of your gift-giving superpowers with friends or family, please send them our way with this code xxxxx. If they end up loving us as much as you do and spend $100 or more, we’ll reward you with 25% off your next purchase plus a free bonus gift. On us!

None of us can grow our business alone. Don’t be afraid to ask. Especially from those who already know the caliber of your work.

What will you do today to get your happy clients or customers to refer you? Book a 90-minute Brand Booster session with me and let’s figure out a gameplan!

Image via Flickr

 

Why You’re Looking at “Time” the Wrong Way

Posted on by Maria Ross

8.23.16 Saving Time (Blog)

We have a funny relationship with time.

When we don’t have enough, we desperately wish we could find more.

When we have too much, we get impatient.

But ask someone “What is your time worth?” and you’ll get conflicting answers.

Entrepreneurs are willing to spend hours on social media, giving away their work for free or banging their heads against the wall launching marketing campaigns that result in zero new sales.

But ask them to spend the time required to make those activities count? Um, sorry. Too busy. Kids. Clients. Launches. Busy work. Errands.

And I’m looking in the mirror here, friend. I do it, too.

Your time is valuable. And that means that sometimes you have to invest it wisely.

Here’s the thing:

If you take a step back and spend the time putting together your brand strategy, getting super clear on your audience and message, developing valuable content, engaging your tribe before selling to them and building a strong foundation, guess what can happen?

You will do less marketing and achieve better results
You will be more consistent and memorable to your audience
You can get better results from fewer marketing tactics
You will stop getting overwhelmed by thousands of decisions
You will stand out from the competition
Your Facebook ads will convert better
Your events will sell out
Your client docket will fill up
Your products will sell
Your message will be heard
You will engage a raving fan base who will hang on your every word
You will win an Oscar! (OK, maybe that’s just in my own fantasy)

Assuming you deliver a quality product or service that people need, of course.

TOUGH LOVE TIME: Please stop wasting your valuable time. Right now. This minute. (TWEET THIS!)

You may think 12 months is too long to master your brand and marketing and slay your overwhelm in my MOMENTUM program.

“Ugh, really? That’s such a long time. I’ve got things to do! Do I have to?”

No, you don’t. You are free to keep spending your valuable time engaging in “random acts of marketing” that don’t work or result in sales.

Or you can spend 12 months with me to build a strong brand strategy and marketing foundation, brick by brick, step by step – all while still taking action each week – so that your precious time (and money) GETS RESULTS.

I’m in a one-year course with this format right now and I LOVE IT. When I’m busy, I just skip the week’s assignment and file it for another time. You can do the same with MOMENTUM. But always, the focus and support keep me moving forward.

You know. It helps me keep MOMENTUM!

We all need to get things done.  But if you want those efforts to be more effective, if you want to engage your audience, end your overwhelm and do more with less, please don’t skip this crucial step.

Make the time, even if it’s not with me.

But, c’mon how much fun will this be?! I invite you to join us in MOMENTUM for a year and see what happens.

I dare you!

 

Image Credit via Flickr

How Do You Learn Best? (Free Sample!)

Posted on by Maria Ross

How do you learn best?

Do any of these situations sound familiar?

You bought a digital course for $79. Once you downloaded the files, you never looked at them again.

You went through a week-long, self-guided course and devoted yourself to completing the lessons. And you never did anything with the advice.

You signed up for a four-week workshop and attended every class religiously. You still have your intended actions lying in a notebook somewhere. Actions that you never took.

Yep. All happened to me.

Look, we’re all busy. And I’ve been seduced by the quick-fix promises just like everyone else.

But let’s be real: How many times have your learnings and good intentions simply ended up in a file on your laptop, never to be referenced again?

Finding the right training format to master your marketing and build your business just depends on what you’re trying to learn and which needs you’re trying to meet.

How to set up your Facebook brand page? Maybe a video tutorial is fine.

How to consistently prioritize and build your self-confidence? Maybe you need months of live coaching sessions before you can get there and make real, lasting change.

Before you invest, ask yourself: What is it that I really need in order to achieve my goals, to have an impact? And what format would work best?

Do you need a quick answer, for someone to share all the information with you at once so you can run with it by yourself? Good for you, DIY-er.

Or do you need ongoing accountability and motivation? If you’re busy or easily distracted, do you need to focus your actions so you won’t lose steam?

When I designed my year-long MOMENTUM coaching program, it was to avoid the “quick-hit” syndrome. Right now, I’m in a program with this same format and LOVE IT. Some weeks, the assignments are exactly what I need to move forward and – bam – they get done. Plus I get feedback. If I’m too busy, I keep the lesson for later. Always, the work is at the forefront of my mind so it gets DONE. Oh, and did I mention it’s fun?!

Guidance. Focus. Motivation. Consistent Action.. Ahhhhhhhh!

But….if you’re still on the fence about MOMENTUM, here’s a tempting little gift:

Enjoy a FREE sample of one of the MOMENTUM lessons: It’s a taste of what you can expect each week. But in the real course, each lesson comes served with your own private Facebook group, constructive feedback, Connection Calls, goodies, incentives…and more.

Oooohhh, it’s gonna be good!

Figure out how you learn best, and what you really need–practically and psychologically–to achieve your goals. Maybe the quick-hits that haven’t been working mean you need to shake things up?

Like this? There’s more where that came from! Check out MOMENTUM right here.

Image Credit via Flickr

How to Attract Quality Clients and Customers

Posted on by Maria Ross

08.09.16 Attract Quality (Blog)

How much time do you waste fielding inquiries from, preparing long proposals for, or haggling endlessly with people who will never buy from you? Or worse, people with whom it’s, quite frankly, a nightmare to work?

While you can create your ideal client personas and build your brand with intention, there is one extra step you can take to attract the right people into your orbit.

Define, articulate and share your unique philosophy.

What differentiates you is not just what you do, but how you do it. I wrote about this last week.

But, remember, while you get to choose your ideal customers and clients… your ideal fans also get to choose YOU. (Tweet This!)

So make it super easy for them to self-select and say, “Yes! I want to join your party!”

Publish your philosophy right on your website. Post it to a page, such as:

Need some examples and inspiration?

Here’s one we crafted with my amazing client, Renee Metty of With PAUSE.

Here’s another from a client, Karen Ross and her fabulous coaching firm Start With You

And an awe-inspiring one for my client, Souldust.

When you take a stand and say, “This is how I roll!” you invite people in to either join your tribe or say, “Meh, this is just not for me. Thanks.”

And that’s okay. Because you will never create a strong, connective and beloved brand if you try to please everyone.  The best, most successful brands such as Apple, Starbucks and Virgin don’t claim to be right for everyone, so why do you think that would work for you?

Take a stand. Be bold. Share your philosophy and approach.  It may not be right for some people, but wouldn’t you rather spend your precious time and energy engaging with more of the right people, more often? It’s not just an easier sales process, it’s just more fun!

Photo Credit via Flickr

What Drives You?

Posted on by Maria Ross

08.04.16 What Drives You (Blog)

No one starts a business without a passion for change.

Sure, many people do so to make lots of money, but what they choose to do, and how they choose to do it order to make that money? That’s often based on a problem they want to solve or an opportunity to make people, processes or communities better.

I’ll bet this is true for your business, too.

Knowing what drives you is essential to your success.  (TWEET THIS!)

Let me share a story about motivation.

In 2008, I left Corporate America. My career included successful stints as a Fortune 500 management consultant, a marketer at Discovery Networks, an ad agency executive and several Director of Marketing positions at Silicon Valley tech companies.

Corporate life was great to me. It offered stability, a clear-cut career path, and benefits.

But as my marketing and branding skills grew, as I studied the greats like Ogilvy and as I saw first-hand what resonated with people and what did not, I realized something:

Many businesses forget that they are marketing to human beings.

This is never more true than in the business to business (B2B) space. So much jargon, overblown claims and eye-glazing boredom. No one talks like that!

Were we talking to robots…or to human beings with needs, desires and problems to be solved? Where was the connection? Where were the stories?

I’m a storytelling addict, in all its forms: An indie film. A moving play. An emotional video. A hilarious joke. A persuasive and succinct argument. I truly believe stories have the power to inspire, provoke, entertain, educate and persuade.

Marketing is not about lying to people. Marketing is simply communication, elevating the truth of your story so that the right people–the people who need what you’ve got–can find you and get on board. Truthful communication, where claims are backed up by proof but served with a side of emotion.

When I started Red Slice in 2008, I was excited. Finally, I could do marketing my way. Truthful. Emotional. Passionate. Human. I vowed to do work I loved with people I liked who were passionate about what they do. Period. No BS.

Honesty was important to me. I would offer tough love to my clients. Constructive feedback. Even if they made a different decision in the end, they would always get the truth.

Why? Three things happened in my early career that shaped this:

One, as a 21 year-old management consultant, I was asked to lie to a client about my age. Didn’t matter that the client valued my work. Today, they call that “managing the optics.”

Two, I strongly advised a client to go one route when she wanted to take another. I was pulled aside by my manager:

Me: But aren’t we supposed to advise the best way for them to be successful? Isn’t that what they are paying us for?

Manager: No, they are paying us to do what they say and not argue.

Three, when asked by a client to make advertising recommendations, I presented several options. There was just too much she didn’t realize she had to first determine. The client complained that I was “wasting her time.” I was asked to do less consulting and simply execute.

Me: You mean, you want me to be her secretary.

Manager: Well……um….kind of…..yes.

Needless to say, these instances devastated me. But they also fueled my passion for my work today.

It’s important to know what drives you. Your unique philosophy. This is what the right customers will find attractive and rally to support.

The same values drove me to create MOMENTUM, my guided program for busy entrepreneurs. Working with me and a kick-ass group of entrepreneurs, you will streamline your efforts by building a unique, useful and honest brand strategy, step by step. Even if you say you “hate” marketing.

We’ll cover how to determine your drive and articulate your philosophy to attract more of the right people to your business.

You will get feedback and support. You’ll probably even get my tough love!

With MOMENTUM, you will learn how to message and share your unique approach as your best secret “client attraction” weapon. You can jump on the wait list and get all the details right here and I hope you’ll join me.

Because like I always say: If YOU are not driven and inspired to promote your work, why should your audience care?

And I promise, that’s the truth.

 

Photo Credit via Flickr

 

4 Warm Ways to Welcome New Email Subscribers

Posted on by Maria Ross

4 Ways to Welcome Folks to Your Email Party

Last year, we threw a holiday party at our house. As with all my entertaining escapades, I bought too much food and stressed out right until the first guests arrived – and I had a drink in my hand.

While I’m no Martha Stewart, I wanted to delight my guests with a signature cocktail. My husband played around and came up with a gin gimlet with lime cordial, creating a lovely green concoction.

Being…well, me, I had to brand the evening’s special: We called it The Merry Grinch. **BONUS: Recipe below!

Our guests clapped with glee when they walked in and saw the drink “advertised” at the bar. They lit up. My husband spent most of the night filling orders.

Unexpected touches can delight and welcome your guests. Same holds true for your email list.

Your email subscribers have signed up for your party. Now it’s time to be a good host. (TWEET THIS!)

Right now, what do your subscribers get as soon as they sign up? A robotic auto-responder? Nothing? Yawn.

Just as a good host, you need to welcome people into your tribe. Delight them. Show them around. Tempt them with treats. Make them excited that they came and leave them wanting more.

Here are four ways to warmly welcome your email guests–and get them talking about you:

  1. Give them a gift: Offer a useful and entertaining free gift just for signing up, such as a tip sheet, eBook, video series, or worksheet. Or something “on brand” for your personality. A fitness trainer offers the ultimate workout playlist. A coffee shop offers a free scone with purchase. An online store offers free shipping and a perfume gift sample on your first order. A leadership coach offers a video on how to be a more commanding speaker.
  2. Personalize your auto-responder: These folks have raised their hands to hear from you and allowed you into your inbox. Don’t waste that mindshare! Personalize your auto-responder to further welcome them, or show off your brand personality. Act like you’re welcoming a friend over for dinner and remind then of what’s on the menu that they will love.
  3. Give them a short tour: A few days after they first sign up, schedule a follow-up message to welcome them (again) and show them around. Point them to three of your most popular blog posts, link them to your core offering, remind them to follow you on social media. They’re new around there, so don’t assume they know how to navigate your wonderful world.
  4. Ask them a question! Derek Halpern of Social Triggers shared this tip and I LOVE IT! You can engage a new subscriber and get valuable intel at the same time by asking one or two questions What would they like to see? What are they struggling with? If you’re a trainer, ask them if they have a big fitness goal or what they hate the most about exercising. If you’re a life coach, ask them what coaching style they prefer or if they’ve ever worked with one before.

When people subscribe to my list, they get an auto-responder with a free guide and are then invited to hit REPLY to answer two questions: What is your business and what one brand-building wish would you ask your Fairy Godmother to grant?

Of course not everyone responds, but those who do are super engaged and also give me great information that can add more value. Some folks have even tweeted about my auto-responders because they stand out.

Your email subscribers have signed up to come to your party. Pour the champagne, set out the chocolate-covered strawberries, and welcome them warmly so that you get not just new subscribers but engaged fans who will remember you and spread the word.

Oh, and enjoy the cocktail…..!

The Merry Grinch

2 shots gin

2 shots lime cordial

Couple of splashes of celery bitters

Shake over ice in cocktail shaker

Serve ii a martini glass

Optional: Add a cherry!

Image Credit via Flickr

How to Combine Everything Under One Brand

Posted on by Maria Ross

07.12.16 One Brand (Blog)

I like things tidy…do you? While I’m considerably less organized as a Type A personality than I used to be prior to my brain injury, I’m still an organization freak. My biggest pet peeve is the jumble of wires behind our TV that is now our hub for cable, internet, phone, game consoles and more. The sight of it literally gives me a headache.

But my obsession with organization is a huge benefit for my clients. One of my superpowers is being able to connect dots that no one else can see to create a clear, crisp narrative.

My clients often have an enviable problem: they are interesting people with many passions and skills to offer the world. And they are full of ideas on how to do it. Which is all great. Until you confuse the heck out of your target audience.

First step to clarity? Understand that not everything you love has to be a part of what people pay you to do (TWEET THIS!)

If you have ever asked, “How do I combine everything I do under one brand?”, here are 5 steps to tie everything together:

  1. Take inventory: Write down every offering or skill you currently, or would like, to showcase to your market. Seeing things on paper is a big step to getting it out of your head and into some sort of system.
  2. Identify the common threads: Trust me, there will be some. How do I know? Because they are all stemming from one person or company with its own unique personality! If you are drawn to offering different types of things, there is something linking those all together for you, whether it be a theme, audience or product/service “type”: Do you see a pattern across all your offerings and interests about healthy living? Storytelling? Connecting women? Transformation? Solving complex tech problems? Fine design? What is it that runs through everything?
  3. Define your core audience: If many of your offerings can serve the same audience, great! But if they are all targeting completely different ones, you may have to pare down and get focused. It’s going to cost too much time and money to build your reputation among so many disparate audiences. Plus, people will get confused as to if you are right for them. Focus on the low hanging fruit.
  4. Determine a compelling “Brand Umbrella”: What is the overarching theme that ties everything together? When you find the right one, you will see that you can easily fit all your offerings and passions under that umbrella in a way that makes sense to people. Brands you know and love offer tons of products or services but usually under the same brand umbrella: Method is all about pure cleaning products that don’t harm the planet. Dove is about real beauty and healthy skin. Alexandra Franzen is about writing and self-expression. Hiro Boga is about building a soulful business.
  5. Purge: Anything that doesn’t fit. Maybe those are not your business’ core offerings but simply personal passions. Your brand umbrella can help you find your creative brand hook that can lead to a snazzy title, a unique company name, a signature touch or a unique visual device (juicy fruit that is irresistible to resist, perhaps?!).

For example,  I determined a while back that my brand umbrella was “irresistible storytelling.” I help clients tell compelling stories, I speak at companies and conferences, I write books…I even enjoy acting and voiceover work, which is all about storytelling and even wrote food and wine articles for websites and print – but these are not the core ways I make my money. So I shifted that from an “offering” category to a “passion” category – and now use that personal interest to add color and life to my work.

Personal passions that have nothing to do with how you make money can also be called your Swirl, as publicity expert Melissa Cassera says. This is what gives your work a unique voice and flavor. You can color how you do the work you do with these unique interests. My love for wine and past wine writing experience does not mean I have to go out an create an entire company or offering as a “wine writer.” But it makes my stuff a lot more interesting to read!

A wise coach once told me, ‘You can do everything you want to do. You just don’t have to do it all right now or even with this evolution of your business.” (TWEET THIS!)

Truth.

Image credit via Flickr

Three Strategies for Dealing with Problem Clients or Customers

Posted on by Maria Ross

3 Strategies to Handle “Problem” Clients

My two-year old son is my heart, my joy and my life.

His can also be a pain in the butt.

A friend once said that dealing with toddlers is like dealing with drunk people. They can be the happiest, most joyful people one minute and turn into a nasty, crying, incoherent mess the next. Sounds about right.

I’ve seen some parallels between toddler behavior and challenging clients. And I realized that some of the coping strategies we use with my son are actually pretty good tips for working with a “problem child” client or customer. (TWEET THIS!)

Here are three reasons why challenging clients or customers can behave like toddlers – and what you can do about it. And, PS, these apply to both product and service businesses:

  1. They don’t respect boundaries – because boundaries were never set: My tussles with my son are often because he simply does not know where the line is. If you’ve never tried dive-bombing off the couch onto hardwood floor before, you would also be surprised if all of the sudden you ended up in Time Out. It’s my responsibility to set clear boundaries of what is and is not okay.

Same holds true with your clients or customers. They can’t read your mind.

What you can do:

  • Draft a clear contract that outlines exactly what you will deliver and what is not included. If a particular clause or section needs their attention (no refunds, payment plans, etc.) make them initial that section.
  • Set boundaries on when you are reachable and how to best get in touch with you (email, mobile phone, not on weekends, etc.)
  • Firmly but kindly say “no” when asked to do something out of scope, or better yet, refer them to someone who can help them.
  • Post simple-to-understand (and easy to find) policies on your website, in your store or on your sales page so there are no surprises.
  1. They make irrational demands: My toddler has requested, at one time or another, to run around with a sharp knife, play outside right before bedtime, or that I make him something and then, once made, he refuses to eat it. These demands are maddening. The tantrums that follow even more so.

Certain clients or customers ask for the sun, moon and stars, make wacky requests or behave irrationally, which could result in emotional meltdowns that would even impress my toddler (Yes, a client has yelled at me and my team before. He was not a client for long!)

What you can do:

  • Set clear boundaries upfront: See above.
  • Acknowledge the request: “I can see that your boss is demanding the work earlier than expected. You’re trying to see if we can move up the timeline we agreed to upfront and still include everything you asked for, correct?”
  • Empathize and mirror their concern. Only then will they be receptive to what you have to say next: “That’s a rough spot for you to be in! I can see why you’re so frustrated.”
  • Get to the root of the demand and offer an alternative, if you can. “Can you share what’s causing this issue and maybe we can find another solution?” Or, “We can try to deliver that to you ahead of time, but then your final deliverable will not include x, y and z. Are you okay with that?”
  • If there is no alternative other than an outright “No”, offer a referral or resource. “I really want you to get the help you need, and unfortunately, I don’t do that type of work. May I recommend so-and-so?”
  • These ideas work even if you have a product or retail business. Acknowledge, empathize, find alternate solutions or refer them out.
  1. They don’t listen: No matter how many times I ask him to not do something, my son sometimes never learns. “I’m telling you that if you put your hand on that pot you will burn yourself. NO TOUCH!” And he slowly stares me down as he stretches his hand toward the forbidden item, as if to say, “Are you watching?!”

Clients and customers always have the final say. It’s their money. But it can be hard, especially for services professionals, when some clients refuse to listen, things go sideways and then they might blame you. It’s sort of like talking to my two-year old: “I TOLD you not to touch the stove and you did it anyway!”

What you can do:

  • Back up your recommendations with data, a similar experience or a recent article.
  • Share both the upsides and downsides of all options to show you’ve considered everything.
  • Gently remind them they are paying you for your expertise, not to “yes” them to death (unless they are….?) or lead them to failure. It’s your responsibility to at least voice concerns by making a clear and professional case – but don’t harp on this if they continue to say no. In the end, it is their money and decision.
  • If they still won’t listen, document your recommendations in email or more formally. You can even say, “We are committed to helping you move forward, however, we’d like to officially document our concerns one last time.” Trust me on this.
  • If this is not a path you can morally, ethically or intellectually get behind, break ties. Do so gracefully by focusing on their needs and what would be the best value for them. Offer a refund only if that’s appropriate.

Now…..hang on……here’s your WHIPLASH moment:

Are YOU a “problem child” for someone else, or are you a good client or customer? Think about your web designer, copywriter or social media strategist. Hmmm…..well, um…yikes.

If you want to make sure you’re being a good client to your own vendors and consultants, here’s a FREE GUIDE I made for you: How to Play Nice with Consultants. Enjoy!

Image Credit via Flickr