Get The Mindset You Need To Create Deeper Connections Online

Today, I’m sharing an interview with my friend Holly Worton to talk marketing + mindset.

Listen to the episode below (01:16:09)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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On the podcast, I will share lots of different ways to create deeper connections online. Here are the key points covered:

  • Connecting first with yourself
  • Owning all of you – not just your best bits
  • Getting comfortable with being vulnerable
  • Quality connections over quantity
  • Getting real + building better connections

Prefer to watch a YouTube replay? Click this link

I hope you enjoyed today’s interview and have some great ideas to get you moving forward on your visibility. The call to action for the interview (in case you thought I’d forgotten) is to choose one action point that you’ve written down and do it. When you take the action to get more visible that’s when the magic happens, so go and do it now, or make a note in your diary to do it this coming week. No excuses! If you’re ready to rock your visibility then grab my freebies by filling in the form below.

Do You Need To Add A Book To Your Business?

In this episode, I will talk to Lucy McCarraher, Managing Editor of Rethink Press and Publish Mentor for the Key Person of Influence programme.

Lucy helps her clients to plan, write and publish brilliant business and self-help books. She’s sharing why you should consider adding a book to your business.

On the podcast, Lucy shares:

  • Why you should consider having a book for your business (money isn’t the main reason)
  • A mini-plan for getting started on your book, when you have no idea
  • Examples of business opportunities/outcomes as a result of writing a book (it opens more doors than you might think)
  • Top tip for being visible with your book

I hope you enjoyed today’s interview and have some great ideas to get you moving forward on your visibility The call to action for the interview (in case you thought I’d forgotten) is to choose one action point that you’ve written down and do it. When you take the action to get more visible that’s when the magic happens, so go and do it now, or make a note in your diary to do it this coming week. No excuses!

If you’re ready to rock your visibility then grab my free Visibility Quiz.

Listen to the episode below (34:23)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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Just How Much Of Your Story Should You Share In Biz?

In this blog post, I’m talking about just how much of your story you should share when you’re being visible in your biz, and sharing 3 top tips for you to think about when sharing your personal stories.
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Click the play button below to listen, or scroll down and click ‘Read full transcript’ if you prefer to read the post.

Listen to the episode below (08:22)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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As I work with clients on being visible in business I get asked this question a lot!

There’s a fine balance between sharing insights into you that will help people to get to know you better, and going all out sharing everything. You want to engage with your ideal clients, but you don’t want to scare them off with a War & Peace on your doom and gloom!

So just how much of your story should you share?

Here’s my two pennies worth on it. I’ve got 3 things for you to think about.

1. Is it your story to share?

What I mean here, is if it’s your own story and others aren’t involved, that’s okay, but like my podcast/blog last week I’ve shared some stuff about my hubby, so I asked his permission first. I do the same with my daughter, friends, clients etc.

Poor Natasha (my 16-year-old) is quite often the inspiration for my writing. She’s threatened starting to charge me! Loving that entrepreneurial spirit at such an early stage. Nice try darling!!

2. Will it matter that it’s ‘out there’ further down the line?

We might want to write in the spur of the moment, but you need to consider with that whole internet world out there how you’d feel if someone came across it in six months, one year, five years down the line. You might feel fine writing about your long lasting depression now, but what about when you’re through the other side. Would you still feel the same way about it? Just apply the time test to what you share, it can really help.

3. Share enough, but not too much

This is the conundrum that gets a lot of my clients stuck. You don’t have to share everything about yourself.

The main reason I love story telling type posts is they help you to connect.

Storytelling is powerful. We connect much quicker when we read or listen to a story than when we just read a promotional post

I never really used to share much about me, but I realised that people need to hear it. They want to know that you have challenges as a business owner, that it’s not all a bed of roses. They want to know that you make mistakes. They want to know that you’re juggling all sorts of other things in life, like family, friends and the practical day-to-day things too.

Think of it like a conversation when you meet a friend in town or over a coffee.

Would you spend loads of time bombarding them with your story or would you have a two-way conversation?

Now, of course, it depends on the type of friendship because if it’s your bestie then maybe you would bombard and get it off your chest and they’d be the therapist to help you sort it out, but mostly it would be a two-way conversation, especially if it was someone you’d bumped into while you’re out and about.

3The same applies to when you’re sharing your story. They don’t need to know every single thought you’ve been through, every single challenge, you don’t need to talk them through each step so vividly that they feel like they have been there with you. Don’t drag them down, but what you can do is give the headlines of what’s been going on for you, what you’ve learned from those challenges, what action it made you take, or reframe it helped you with.

Think about how your story can inspire, educate, inform them

So rather than it being all about you, think about how you can relate your story to them all the way through, or at least at the very end. Turn it back to them so that your story can help them see a different perspective, learn something or take some kind of action.

This week’s call to action: Spend some time writing out your story and then pull out headlines that you could share to connect better with your ideal clients.

7 Top Tips To Boosting Your Visibility Locally

In this post, I’m sharing how boosting your visibility locally can be just as important as promoting your business online. She shares 7 top tips on being more visible nearer to home (Some you can do in your PJ’s!)

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As mentioned in this podcast, grab a copy of my Press Release Guide where I’m giving you lots of tools and tips for getting publicity locally

Click the play button below to listen, or scroll down and click ‘Read full transcript’ if you prefer to read the post.

Listen to the episode below (08:29)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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It’s very easy to be busy doing everything online but are you missing a trick? Just because you run an online business doesn’t mean you can’t get clients offline.

I know for the first year of my business I didn’t really want to go out there and talk about what I did – it felt scary. I did go to networking meetings and I also ran some local group coaching sessions, but I’d have much rather stayed at home and done everything online, because that’s easier, right?

Well, you could be missing out.

If your business is all about working with clients face to face locally then you absolutely MUST make sure you’re out and about locally, spreading the word about your business as often as you can. I’ve worked with many clients whose business is local, client facing and yet all of their marketing efforts and relationship building is online.

Although social media can be great for raising your visibility and profile you can be missing a huge part of the puzzle by not promoting your business offline, locally.

When your business is mostly online though you can be forgiven for thinking that you only need to spend time online, and while yes you can build your business that way, and literally stay at home in your pyjamas, you could be making some amazing business connections locally that will feed more opportunities into your business.

So what are you doing locally to promote your business?

Here’s a few strategies that might help you.

  1. Get some local press coverage

If you’re launching a new service that would be of interest to people or you have a story to share that would be newsworthy then now’s the time to think about how you could get some local PR for it. People love local stories. You can’t be lazy though, you need to do your part when wanting coverage, don’t expect it all to be done for you. Pull together a newsworthy article, give them all of the details that they need so that they don’t have to do the hard work. Do your research, source the right publication and then the journalist, pull together some relevant stats, notice what’s trending or think of what your hook might be. Often journalists are searching for content, so if you have everything ready you’ve got much more chance of being featured than if you go to them completely unprepared. For all of you introverts, this is a PJ one you can do from home.

  1. Network

Going along to networking meetings is great when you’re a business owner. Yes, it can feel incredibly daunting and you bumble around not knowing what to say when you first start out but I think a big part of that is because you think you have to ‘sell’ your business. Please take the pressure off yourself – KISS – Keep It Simple Sweetie – All you have to do is turn up connect with people. Be interested in other business owners are doing, learn about them and if they’re interested then you can tell them about what you do. Think of your networking meetings as a way to meet new people and make friends, not as a room full of people you need to sell to. That’s just adding a whole new level of terror that you just don’t need! Just make connections.

To build a great business you need to connect with people – networking is key – don’t underestimate the power of it for YOU, your MINDSET and YOUR BUSINESS. Being a business owner can be lonely at times, so having stimulating conversation and somewhere where you can chat through business ideas can be a fabulous outlet, plus you can make great friends too.

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  1. Run some workshops

Workshops are a great way to get in front of a room full of new people, sharing your expertise and helping them in some practical way. In turn, that can help you to build your business. At the end of the workshops invite them to come and work with you at a different capacity, maybe on one of your 121 packages or at the next level you offer to take clients. Recurring workshops/events are even better because they build your reputation and they are repeated so you get remembered.

  1. Do some talks

Ask other business owners if they are looking for guest speakers. You could start at your own networking meeting or at other meetings/events. Put yourself forward as someone that would love to do a talk, even if it’s just starting with one that’s only 5 minutes and you’re quaking in your boots. It will raise your expert status and help you to spread the word about what you do.

  1. Get on the radio

If you think that your clients are likely to be listening to the local radio and you have something that’s newsworthy to share then consider contacting them. You’ll ideally have a story prepared that you think will be useful to them, in the same way as you would for a press release. I did one locally a few years about Easter and chocolate – don’t ask!

  1. Join a mastermind

Joining a mastermind group locally can be a great way to engage with other business owners on a deeper level. You’ll extend your network, have accountability and stretch and challenge yourself. As you connect with business owners you can, over time, become referral partners for each other.

  1. Attend local events

You could go along to learn something about business, i.e. how to use LinkedIn or something completely unrelated to business, like creative writing etc. Get to know people locally and they will get to know you. Who knows where that might lead? You could end up with lots of business opportunities, collaborations and making new friends.

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You want to keep getting lots of referrals/connections, whether on or offline, that’s what keeps your business growing. Building relationships is vital when building a business. If you want to be visible locally then start to think about what you could do to mix things up a bit.

If you want to get started with PR, grab my free guide, which gives you practical tips on pulling together a press release.

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So here’s a quick recap:

  1. Get some local press coverage
  2. Do some networking
  3. Run some workshops
  4. Do some guest talks
  5. Get on the radio
  6. Join a mastermind
  7. Attend local events

Call to action: This week, consider how you could be raising your visibility locally.

3 Lessons I Learned From Doing A Full Out Business Launch

In this episode, Ruby shares 3 key things she learned from doing a full out launch, and how she’d do it differently next time

Click the play button below to listen, or scroll down and click ‘Read full transcript’ if you prefer to read the post.

Listen to the episode below (08:01)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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Read Full Transcript below...

If you’ve been following me on any of my social media platforms you’ll have noticed that I recently did a launch for my Rock Your Visibility Bootcamp. I did what I always do and pulled together a plan. I got my Moleskine notebook out and started brainstorming some ideas.

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With a full launch plan in the form of a mind map, I knew what I needed to do.

I decided that this time I should call in the heavies, and get myself some additional support, so I started working with my Online Project Manager to help with the overall project, a marketing expert to help with the Facebook ads and some additional VA support to deal with other admin tasks while I focused on the big launch.

My plan started to go a bit wonky pretty early on, as my Facebook ad wasn’t converting as well as I’d have liked (I do have a bit of a pet hate for Facebook ads) so there was an awful lot of tweaking going on, from changing blog post content to adding different pictures, to changing audiences, to adding new interests, to redirecting to my Visiblity Quiz sign up page and more. If you’ve not done Facebook ads before then some of what I’ve just said will be jargon to you. It was to me and some of it still confuses me but I’m slowly learning. It’s not my strength, hence the outsourcing bit.

I worked really hard focusing on lots of different ways to promote my Bootcamp, through adding additional social media posts, setting up an affiliate programme, and more. All the things you think you should do for a launch were done.

#1 Learning – Build relationships

I talk all the time about building relationships and how important it is to engage with your ideal clients, and to build that know, like, trust factor over time. In my usual style, I reached out to previous clients and some connections, explained that I was launching my new programme, and asked them if they’d be willing to spread the word, and said that if they were interested they could jump on a call with me to find out more.

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What happened was quite interesting, those people that I talked to, that I already had a connection with, were far more engaged and wanted to either sign up now or later. Whereas what I was doing with the FB ad was trying to take them from a blog post to signup to my list to then get them to join my programme. It was destined to fail really. It didn’t fail, as I got some people signing up but not the dream number I’d hoped for.

So, as I already knew instinctively, relationship building was what mattered. I was trying to skip out way too many steps and expecting people to sign up without even having got to know anything about me first. Now, yes occasionally this can work, and actually has with one of my older Bootcamps, but it’s not the best way to go about things. It’s much better to build a relationship over time. I kinda proved my own theory of what I teach. Says she as she slaps her forehead!

Key Takeway: Build relationships. Connecting with people consistently is so important, it truly is your lifeblood of your business. As I do with my clients, I encourage you to be constantly connecting with people and not in a pushy sales way, but to build a connection that over time may lead to future business, or perhaps referrals. If nothing else, it makes running your business way more fun as you learn lots of new things and you also get some feedback on what your ideal clients need – it’s a bit of market research.

So what was my next big learning?

#2 learning – People do a lot of reading from their mobile phones

So the next big thing that I learned is that a high proportion of your audience, about 75-80% (of my audience at least) are working from a mobile phone, so my wordy text blog post looked awful on a mobile device, it was just a wall of text.

I went back into my initial blog post that I was sending people to and added a few images to break up the text, something I need to remember for future blog posts.

Key Takeaway: Think about how your posts will be viewed on a mobile device. Adapt your content accordingly.

#3 learning – I started way too late

I started way too late. If I was doing it again, I would have a longer term campaign, about 3-6 montSocial Mediahs where I’m doing lots of little strategies to lead into the big launch and I’d create a slow burning buzz around it. I would do some mini list building strategies, do more joint venture work perhaps. I’d outsource more of the work – especially the FB ads so I could be completely hands off on that. I’d also do more webinars as I love them and it’s a way to share your expertise without hassling!

 

Right now, I’ve sworn not to do any more full launches, it’s just way too exhausting being in all out promo mode. I may do some soft launches, but I don’t like running my business in a high hustle way – it’s not me. I’m an introvert, and I’m sure some of you can identify with that. I much prefer connecting with people, and that’s the way ideal clients mostly come my way.

Key Takeaway: Start early. Build a slow buzz and take your time. That way you can enjoy the journey, not push yourself to burnout and you’ll get better results.

So, to recap, build relationships, think mobile devices and start early.

Call To Action: Consider how you can best build your business without the hustle. I know I love my business way more when I do this, so hope my learnings will help you.

Grab your copy of my free Visibility Quiz – work out where you could be more visible in your business – http://www.bit.ly/VisQuiz

Join my free FB community to connect with me and other fabulous solopreneurs to help you Rock Your Fabulous Biz – http://www.bit.ly/rockyrfabbiz

Why Should I Buy From You?

In today’s episode, I’m sharing a story of a businesswoman, how her business was getting her down, and what she could do about it, and asking, ‘Why should I buy from you?’

Click the play button below to listen, or scroll down and click ‘Read full transcript’ if you prefer to read the post.

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Learn how my client added an additional 8k to her business by being visible
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I’m going to tell you a little story about a lady called Sally.

Sally was feeling inspired and invigorated. She was finally following her passion and was enjoying running her own business. That was until she read her bank statement, and realised that she wasn’t going to meet the bills again this month.

Sally sat down and started to think about what the problem might be. ‘I’m really good at what I do. I know I get fantastic transformation with my clients. Nobody told me it would be this hard. If I’d have known I wouldn’t have signed up. I definitely didn’t sign up for THIS.’ She hissed the word, ‘this’ and felt contempt for all of the stories she’d read online about how running your own business was so amazing.

Her demeanour softened slightly as she reminded herself that actually it was amazing, it just wasn’t paying the bills right now. She’d been online and heard all about how she needed to niche. That was all well and good but how was that going to pay the bills? Each time someone mentioned they needed help she simply said ‘yes’ because she needed the money. She then resented working with them where they didn’t take action or responsibility for their lives, or they were bad payers. They weren’t the right fit.

She started questioning herself, ‘Am I really going to be any good at this or should I just go back and get a ‘proper job’? My friends all think I’m mad anyway and John isn’t that pleased he’s having to help out with my bills.’

She knew deep down that something needed to change. She was working with any client that came along and had no idea who her ideal clients were, what to offer them or where to find them. Working every hour under the sun just to keep on top of things wasn’t working. Things were slipping, she was forgetting things, the house was being taken over by washing and she had no family time. ‘Not what I’ve signed up for at all’, she muttered again.

Are you like Sally?

Maybe you’re a guy that’s finding you’re so busy being out there that you don’t have time to meet your friends down the pub any more, or even the funds, or maybe you’re working so hard that you don’t even see your family, other than on Skype.

You need to get really clear on who your ideal clients are, pull together a plan of what to offer and where to market to those people. You can still attract clients that are outside of your niche, but you will save so much time, energy and money focusing on the right people; people that want what you offer.

My husband was sharing a story with me about how years ago he did some temp work for a telesales company. He had an enormous list of people to cold-call (shuddering at the thought of that one) and he had to ask them about their multi-platformed servers and how they might want this particular service the company was offering. His list consisted of solicitors, lawyers, small business owners, who wouldn’t know what a multi-platformed server was if it fell from the sky. A complete waste of time for everyone, and not great for the company concerned in terms of reputation and credibility either. They weren’t clear on their target market, their ideal clients.

You have to get clear on this. Getting that clarity will build your business. You become the expert, the go-to person in your field. Result = clearer marketing messages – blog posts, newsletters, articles, social media posts and conversations, and most importantly more clients.

How clear is your message?

I get asked so often to review websites and check in with people about what they should be saying about what they do, and I will always go back to asking who they want to work with. It sounds simple, but if you’re like me when I started I would say I’m a coach – I can coach anyone. That’s what my skills give me.

Yes, but saying you can coach everyone isn’t going to get you in front of the people you need to be in front of.

Let’s get blunt here – why should I buy from you as opposed to any other million and one business owners offering the same service that you offer? Whether you’re a beautician, graphic designer, coach, nutritionist, spiritual healer – it doesn’t matter. You’ve got to sell it to me baby! Telling me in a fluffy way what you do isn’t going to make me understand why I should choose you over others.

The reality is if you’re not getting your message clear there will be one of your competitors out there that is, and those lovely clients that you so long for will be banging down their door instead of yours.

You have to stand out from the crowd. Now, yes, part of that can be through your personality but there needs to be more than that. If you’re saying you can be all things to all people you are never going to be seen as that go-to-expert that we all know we need to be.

In my Rock Your Visibility Bootcamp we work on getting this really clear – yes it hurts your brain – no it doesn’t mean you can’t have variety in your business, it just gives you focus, and focus my dahlinks is one of the key ingredients for growing your business.

When people think of you, they should be able to say what you do quite quickly, at least have an idea of the kind of thing you do, rather than you just saying you help the world and his dog. How can people refer you if they don’t know what you do? Since getting really clear on my messages, I get loads more referrals because it’s clear what I do and who I help. I still get to have lots of variety under that umbrella, thank goodness or I’d go nuts to be honest.

When you know this stuff it really helps you – it makes it SO much easier to make decisions in your business – because you know immediately if someone is going to be a good fit for you or not, and not even just someone but projects that come your way because they fit your business model.

 So, I ask you again – why should I work with you and not one of your competitors?

If you’re feeling like Sally then start to get clarity and turn that around. You can have a business that you love that also brings in money. You just need to do it differently!

Call to action: Get really clear on what you want from your business, who you want to work with, and in what capacity. If you really don’t know, write down what you don’t want, and then flip that list into the opposite. You may find some hidden gems.

Until Next Time Blog Image No Logo

The Big Squeal (how to wow your clients)

In today’s post, I’m talking about the big squeal and how you need to wow your potential clients so that they are excited and want to work with you.

 

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Click the play button below to listen, or scroll down and click ‘Read full transcript’ if you prefer to read the post.

Grab your copy of my free Visibility Quiz – work out where you could be more visible in your business –

Listen to the episode below (06:11)
Learn how my client added an additional 8k to her business by being visible
You'll also get access to my Fabulous Resource Centre, weekly newsletters with hints and tips to rock your visibility in your biz, plus any hot off the press news!
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I was walking up the stairs last week, with a cappuccino in hand (naturally!) and heard a big squeal from my teenage daughter’s bedroom. I thought perhaps there was a spider we’d need to call my hubby to save us from, but it turned out to be her squealing because she’d just seen some nail varnishes she wanted to buy go into the sale.

It got me thinking how, as service-based solopreneurs we can wow our customers so they squeal when they learn about something we’ve created or are offering. Truthfully, she loves this particular brand so much I don’t think it would have mattered whether they’d have been in the sale or not, she usually wants everything they release.

Isn’t that we all want for our businesses?

We all have those clients that love each and every single thing we do. It’s brilliant when we ‘get’ a client that we connect with, where we understand what they need, and are able to help them.

So what do we need to do if we want to start wowing our clients? Here are 3 top things to work on to make it all come together;

  1. Ask your ideal client what they need

So often we can go about our own sweet business, coming up with lots of creative new ideas for sharing as programmes/content/packages for our clients, but what if we’ve got it wrong?

I spend a lot of time talking to my clients/potential clients about what they need support with. I want to understand what their drivers are, what they struggle with, what their ideal day would be like and how I can help. This gives me valuable information on what to create for them.

I have stopped creating two programmes now, purely because they just weren’t right. I wouldn’t have known that had I not had those conversations.

Think of ways that you can connect with people to figure out what they need. What market research could you do? I’ve got a freebie over on my website, called A Strategy To Get Paying Clients which you can download. Click here for your copy.

2. Know the benefits of working with you

Why should people work with you? I know when I get asked this question I find it incredibly difficult to answer. I recently did a fantastic course with Adrienne Dorison, called Simplified Sales, and one of the things she asked us to do as an exercise was list 100 benefits of working with you. I got super stuck. It’s just one of those things I find difficult to articulate – I know I help my clients feel more confident, to step up and be more visible, to keep taking steps on building their businesses, to be consistent but 100 – seriously?! She told me to keep digging and I got there. If you can’t share what your benefits are to others, how will they be able to know whether you’re the one to work with or not?

      3. Work on getting your message across clearly

I was reading a little snippet on the front of Natasha’s ‘I Love…’ Pink Marshmallow bubble bath.

Which one do you prefer – Pink bubble bath or what ‘I Love…’ put… ‘Feel scrumptious with a sweet burst of delicious pink marshmallows’. I prefer the second one, it gets into how I will feel when I use that bubble bath.

Personally, I don’t do pink bubbles though, I’m more of a Molton Brown, Oudh Accord & Gold myself (which my hubby is allergic to by the way! I can only use it in the shower when he’s out – typical!) Sorry, I digress – if I did like pink it might help me to make a decision more quickly, just by the wording they’ve used.

I often say to my clients, that it doesn’t matter what you do to help your client, as in what accounting system you might use to help them, what hair product, what coaching tool you use. What matters is how you make them feel. How will working with you make them feel? Will they feel they have more clarity, feel more relaxed, healthier, confident? That’s what you need to get across in your marketing messages.

Bonus tip: You obviously need to be good at what you do too!

So a quick recap to wow and excite your ideal clients:

  1. Ask your ideal client what they need
  2. Know the benefits of working with you
  3. Work on getting your message across clearly

Your call to action this week is to choose one of the three areas and take one action step on it. Ping me an email if you want me to hold you accountable – at ruby@rubymcguire.com. I just love kicking butt!

Are You Telling Your Story?

Storytelling – you have probably noticed that more and more people are sharing their stories in their marketing. People are writing books about it, niching as experts in it and teaching it as part of their programmes.

There’s a reason for this – storytelling helps to build a connection with your ideal clients, but it can be difficult sometimes to know what or how much to share, don’t you think? Are you telling your story?

Storytelling

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You don’t necessarily want everyone to know every single thing about you, but with the whole piece around people buying from people they know, like and trust, it’s something that you might want to consider.

I hurt my back many years ago, and as a result was not  able to work for around 18 months, and ended up leaving my Head of HR role and pursuing coaching. I used to burst into tears if I tried to walk any short distance and literally had to time the traffic lights so that when they turned red I would start crossing the road, only to make it to the other side just as the light turned green. Speedy I was not! I can remember feeling as though I was in slow motion and the world was rushing around me, it was surreal.

I was told I’d just have to get on with it, I had a prolapsed disc and mechanical back pain, and I could have an operation, but there were serious consequences if it went wrong. ‘Just getting on with it’ is never really an option for me. I am one determined woman! I attended a residential pain management clinic for 3 weeks as part of my recovery and put together a strategy.

I had one big goal – to wear my high heels again.

Now, that might sound crazy to you, but for me it was part of my identity. So, with a timer in hand we put together a plan of getting me back into my high heels. I could only sit for short periods of time before my back would spasm so the timer was my new best friend. I started off at 5 seconds of sitting and worked my way up to 1 minute, 2 minutes and eventually 5 minutes.

The same applied to my heels – each day another 5-10 seconds of time being added.

It took time, probably about 6 months as I worked through the pain of taking on such a task but I managed it and now can wear heels for short periods of time, not without pain but the pain is worth it. After a couple of years of spinal injections and a lot of painful walking, I’m now mostly ok. I can’t sit for extended periods of time, I can’t do too much walking or standing in one position for very long, but I can have a normal life, which back then didn’t seem possible. I’ve learned how to manage the pain and figured out what I can’t do – like jumping on a trampette (definite no-no, and salsa dancing – sadly another thing that is no longer on the list) but there are loads of things I can do and running my own business has given me the flexibility I need that a corporate job couldn’t. I can work my own hours, take time out if I need to, without asking for permission.

I’m often asked why I don’t share my story more. I guess for many reasons, one I don’t want to bore people. You may think your story is boring too, but to others it might not be boring. It allows them to see another part of you. When you’re the one in pain it turns your world upside down, but honestly you get sick of thinking about it, you want to talk about other things, normal things. One of my coaching friends challenged me on it the other day saying that I should share my story, that it’s about me overcoming adversity and I guess it is. If my story helps just one person to know that with a positive mindset, a belief that they can overcome a big issue, and forge a new path in life, then that’s a good job done really.

Storytelling doesn’t have to mean that you do a share warts and all

Honestly, people probably don’t want to know about your love life, or lack of it, or sharing your habits, but by sharing your story you can start to identify with your people and that is important. It helps them to know that you’re a real person, that you haven’t just opened up a business and everything has always fallen into your lap. It helps them identify with you, that can build rapport and over time that might lead to a working relationship with you.

So where do you begin? Think about whether there are boundaries that you wouldn’t want to cross. What things are too personal for you to share?

It’s your business, you get to choose those stories that you are comfortable talking about.

Think about how your story might help them. I’ve shared my story today as an example of using a story in your messages. What might help you to identify with your clients?

Don’t overshare all the time. People don’t want to constantly know about the dinner you just ate or as we tease in our house, the ‘Oh it’s all about you again’ moments. Your focus needs to be on your clients, and how best you can serve them, but if a story from you helps them then consider sharing it, allow your personal side to come through.

There are obviously other ways that stories can be told. In Seth Godin’s book, All Marketers Are Liars, he talks about how a story can sell a product. Whether it’s a company saying a particular glass is going to make your wine taste better, or a particular teabag is going to change your whole tea drinking experience, we all know that stories sell and that’s where marketing can be really powerful.

In my post today I’m talking more about you.

What can you be sharing with your clients to build a better rapport with them?

Perhaps you’ve been in their shoes so can talk about it from their perspective, maybe you have had a big life experience where you learned some big lessons and you can share them with others so that they don’t make the same mistakes. Just remember it’s not all about you! It’s about them!

Call To Action: Your call to action this week is to figure out what your boundaries are on the kind of personal information you share and then think of a couple of ways you could share more of the fabulous you with your ideal audience, then go out there and share it!

Do you want a place where you can share this kind of thing in a non-judgemental environment? Check out my free Rock Your Fabulous Biz group on Facebook.

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What A Hot Water Bottle Taught Me About Marketing

In today’s episode, I’m sharing what a hot water bottle taught me about marketing.  There are certain things you need to consider before you start talking to your audience.
Hot Water Bottle
Listen to the episode below (06:56)
Learn how my client added an additional 8k to her business by being visible
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Prefer to read? Here’s the transcript:

Have you ever talked to someone and they just have no idea what you’re talking about?! Often with our families or with friends we can have a whole new language of our own, or is that just in our house?! We do have some odd names for things.

I was chatting to my bestie recently and told her that I was using my ‘Judy’ to help my back. She said, ‘What on earth’s a Judy?’ ‘It’s a hot water bottle’, I replied. ‘Have you not heard of it being called that before? She said, ‘No, never’. It’s something that my family have always called it, my Mum and her Mum before her. Now I don’t know if it’s an Irish thing or if it’s just something that’s been passed down through the years but it’s always been a ‘Judy’ to me.

This really got me thinking about some of the marketing messages we put out there.

When talking to our audience we need to speak in a language that our ideal client understands

If we think there’s any way that someone might not understand what we mean then we need to clarify it. If you want to be visible in your business then you need to make sure that your messages are being received in the way you intend them.

I remember when I used to work in HR there were so many acronyms being bandied around – it drove me nuts. When communicating with people and writing policies it was important to remove any ambiguity from what was being said.

Just because you understand what something means doesn’t mean everyone will

 If you’re not sure how something will land test it out. You could use the words at a networking meeting, for example, run them by a friend or just simply notice when someone looks confused or asks what you mean. It’s great when people do comment as it helps you understand where you need to develop your topic, but remember not everyone will comment so if you’re using possibly unfamiliar terms qualify them where you can.

If you’re using acronyms then just expand on them so that people know what you mean. We live in a fast-paced world now where we use a lot of shortened words or phrases to sum things up, which is fine if the other person understands those terms. If they don’t it’s your job to help them to understand them. Clarity is key.

If you’re working with an international client base then remember that there may also be differences in some of the terminology used from one country to another so that might need quantifying too.

Make it easier on yourself – ditch the jargon in your marketing messages

Keep It Simple Sweetie

I was recently working with a client that had pulled together a newsletter and works in an area that not everyone is familiar with. She has two types of potential ideal clients, those exploring a new area and those that already understand some of the terminology that she uses. Her message was great for those that already had the knowledge and understanding, but she was missing out a huge chunk of people by not being clear on some of the terms she was using. To her they were almost second nature, but not necessarily to someone new to that arena.

By her spending a bit more time expanding on what she meant by something she started educating those that are new to her chosen niche. This had the added value of opening up more opportunity for people to work with her.

If people have to keep checking what you mean by something

then they might choose not to work with you at all

How lovely to be able to help them grow by teaching them something new too. You may well be the first person that introduces them to something completely unfamiliar to them.

Another example of this is my rebranding around being a Visibility Coach. Online it’s a term that’s mentioned quite a bit. There are lots of people online saying that you need to be more visible if you want to launch/grow your business. Offline though people aren’t so familiar with the term so it needs a little bit of explanation.

How clear is your message?

It’s absolutely fine to have a title or business that needs a bit of explaining, it can even be a conversation starter. If you need to explain it are you explaining it clearly to those people that need to hear it?

Obviously all of your messages should be tailored to your ideal clients and that way you’ll know you’re talking to your ‘tribe’ as it were. You don’t need to try and come across all professional, using fancy terminology (unless of course your ideal client only understands that fancy terminology) Just be you and clear with your message.

You don’t want to confuse them, you want them to feel as though you’re a good fit, if they don’t they may never end up working with you. Make it easy for them to understand who you are, what you offer and how you can help. It’s something I’m always working on, as it’s easy to think you’re being very clear, but where you’re so close to your business sometimes you completely miss something totally obvious to others!

I’ve been playing with a little brain training app called Elevate which has lots of games where you have to reduce the number of words to make your message more effective, it’s amazing how we can add in lots of unnecessary words. Worth checking out if you’re an App Queen like me!

Call to Action: So your action for this week is to check in with yourself where you might need to get even clearer with your messages. A good test is to ask whether a 10-year-old would understand what you’re saying. If they would then you’re on the right track as you’ve kept your message clear and simple.

In general, this still goes back to that good old niching thing that I’m always banging on about. When you are really clear on who your ideal client is your messages will be a lot clearer.

Vague is so last year dahlinks! Keep your marketing messages super clear

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