Tag: mindful marketing

28
Jan

Marketing Your Small Business: Target the Right Audience

As a small business owner, every dollar counts. That’s why it’s essential to be efficient and make sure your marketing efforts are reaching the right people. The key to success is to clearly define your target audience and tailor your marketing efforts to appeal to that specific group of people. Talk to them where they are.

“Stop interrupting what people are interested in and be what people are interested in.” —Craig Davis

To be the most compelling in your efforts, it is important to talk to the right people about the things that are of interest to them. One of the first steps in identifying your target audience is to determine demographics. This includes things like age, gender, income, and education level. Understanding these factors will help you create campaigns and messaging that will resonate with your target audience.

“Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” — Laura Fitton

But demographics alone aren’t enough to fully connect with your target audience. Understanding your audience on a deeper level will fortify your ability to personalize messaging and the customer experience. To know your audience more intimately, consider psychographics, which include things like lifestyle, values, and interests. With awareness of audience psychographics, you can create campaigns that align with their values and interests, making them more likely to engage with your brand.

“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe 

Another important aspect of targeting your audience is understanding their behaviors. For example, if your target audience is primarily on social media, it makes sense to focus your efforts on building a strong presence on those platforms. Or if your target audience is more likely to search for products or services online, it’s important to focus on local Search Engine Optimization (SEO) techniques to increase your visibility in search results.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” — Andrew Davis

Building a strong online presence is essential for any small business. A well-designed website and active social media channels can help you reach a wider audience and increase brand awareness. Additionally, by optimizing your website for local SEO, you can make it easier for potential customers in your area to find you. An email platform can assist you in delivering the right message to the right people at the right time. 

“When you combine the Buyer Profile with Buying Insights, you will have clear guidance for the decisions you need to make to win their business.” Adele Revella,

Create a persona for your buyer. Buyer personas are detailed descriptions of a company’s target customers and can be time-consuming to create and maintain as they change with market trends and the company’s offerings. Invest in the process. Explore the variables that affect how prospects decide to purchase. What is the customer journey? What does your buyer care about? What are their needs? What features matter? What holds them back from deciding to buy? With this insight, you can create messaging and efforts to actually affect change. Revisit the persona regularly and update it to reflect changing landscape of the the times.

For every business owner, it’s important to take the time to understand your target audience in order to tailor sales and marketing efforts to reach and appeal to them. By understanding customer and prospect demographics, psychographics, and behaviors, you can create customized campaigns that will resonate with them and ultimately drive conversion. With consistent messaging, building a strong online presence and utilizing local SEO techniques can also help increase visibility and reach potential customers. Having the right strategies in place to address the needs of your prospects, you can make the most of your marketing budget and see real results for your business.

22
Apr

The ABC’s To Make Your First Impression Last

Making a lasting first impression is crucial in personal and professional settings. A strong first impression can open doors and create opportunities. However, making a lasting impression can be challenging, especially in a world where attention spans are short and competition is high. Fortunately, by following the ABCs of making a good impression, you can increase your chances of creating an unforgettable experience for yourself and your audience.

A. ALIGNMENT with your WHY
The first step in making a lasting first impression is to align with your “why.” Knowing and understanding what drives you is essential in presenting yourself authentically and naturally to those around you. When you’re clear on why you’re doing something, it allows you to express that passion in everything that you do, making you more memorable. As motivational speaker Tony Robbins once said, “The only way to do great work is to love what you do.”

B. BREAKTHROUGH the clutter
To make a lasting impression, you need to stand out from the crowd. As marketing expert Seth Godin once said, “Being average means you’re as close to the bottom as you are to the top.” Don’t blend in; differentiate yourself by using your style, sharing unique stories, or incorporating other creative elements that give you an edge. This will help people remember who you are and keep their attention focused on what you have to say or offer.

C. CONSISTENCY with your message
Once you’ve made an initial connection, don’t let up. Consistently amplify your message by networking with relevant people in person or online, reaching out regularly with thoughtful comments or resources related to the topics of conversation at hand, and striving to stay top-of-mind when interacting with others. Remember, first impressions are just the beginning, and it’s up to you to maintain that momentum. As writer and consultant Dale Carnegie once said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” tailor your message to be relevant to your audience, letting them know

Making a lasting first impression takes effort. By aligning with your why, breaking through the clutter, and maintaining consistency with your message, you can increase your chances of creating an intentional, memorable, and lasting impression.

15
Jan

How to Create an Effective Marketing Event Calendar and Massively Change Results

Create a marketing calendar of actions that works backwards from desired annual revenue. 

Creating a 12-month launch and promotion calendar that works backwards from your desired annual revenue can be a game-changer for your business. It’s a powerful shift in thinking that can help you scale a profitable business that works for you, even when you’re not working.

CRITICAL PRIORITIES: It is essential to focus on your critical priorities and sequence your efforts so that you’re not working late nights and weekends. By following these steps, you can create a marketing calendar that will generate the leads you need to fill your programs and help you achieve your goals.

CALCULATION: The first step in creating this calendar is to calculate the number of people you need to say “yes” to in order to achieve your goal. Once you know this number, you can work backwards to determine the number of leads you need to generate, and the promotions and launches you need to execute.

CUSTOMER EXPERIENCE: A great way to start creating your calendar is to think about the different stages of the customer journey. This includes awareness, consideration, and decision making. For each stage, you need to create content that is tailored to the specific needs of your target audience. For example, during the awareness stage, you might create blog posts or infographics that provide helpful information to people who are just learning about your industry. During the consideration stage, you might create case studies or webinars that demonstrate the value of your products or services. And during the decision making stage, you might create email campaigns or social media ads that encourage people to take action.

CHANNEL PLANS: You also need to think about the different channels you’ll use to promote your business. This includes social media, email marketing, search engine optimization, and paid advertising. For each channel, you need to create a plan that outlines the specific tactics you’ll use to reach your target audience. And it’s important to sequence these tactics so that you’re not working late nights and weekends.

CONTENT CREATION: One of the keys to success is having a clear and focused content strategy. This means creating a 12-month content marketing calendar that will help you generate the leads you need to fill your programs. Knowing your critical priorities is essential to making this happen. Focus on creating content, promoting your business, and serving existing clients all at the same time. And again, it’s important to sequence these priorities so that you’re not working late nights and weekends.

Working backwards from your desired annual revenue to plan key marketing activities is a powerful shift in thinking that can help you scale a profitable business that works for you. By focusing on your critical priorities and sequencing your efforts, you can create a marketing calendar that will generate the leads you need to fill your programs, and help you achieve your goals.

  • Calculate the number of people you require to say “yes” in to achieve your goal, then work backwards to determine the number of leads you need to generate, and the promotions and launches you need to execute.
  • Boost business with a powerful shift in your thinking to support you in scaling a profitable business that works for you (on autopilot—even when you’re not working)
  • Build your 12-month marketing calendar so you have enough leads to fill your programs
  • Know the Critical Priorities you must focus on to create content, promote, and serve existing clients all at the same time, and sequence them so you aren’t working late nights and weekends.
26
Sep

5 Ways to Stay on Track During 20 Days of Mercury Retrograde

Mercury will be in Retrograde … again! Knowing this can assist you to understand how the energies of this shift might affect you—and prepare for it. This is one of those cycles where energy may feel confusing and ungrounded. During Mercury Retrograde, it’s common to feel emotional, dramatic, and reactive. As we approach another Mercury Retrograde cycle, it is important to understand the potential effects on our energy and communication. As the messenger of the zodiac, Mercury governs aspects such as thinking, speech, correspondence, technology, and transportation.

When Earth goes retrograde it appears to be moving backward. While it’s not actually moving backward, our PERCEPTION makes it seem so. This skewed perception disrupts the smooth flow of communication. During this retrograde period, the appearance of Earth moving backwards may disrupt the flow of communication and cause confusion. It is important to take proactive steps to prepare for this shift and navigate the potential challenges it may bring.

Anything that you can put a “re” in front of is a good way to keep your energy grounded during this time. So go with the flow in the following ways:

RE-VIEW

During Mercury Retrograde, it’s important to take a step back and re-evaluate things that may have been left unfinished or neglected. This is a good time to review projects that you haven’t finished or take another look at something that you’ve been putting off doing. It’s about reassessing, redoing, rearranging, realigning, revamping … This is a great time to review your plans, projects, and goals and see if they are still aligned with your current needs and aspirations. It’s also a good time to reassess your relationships, redo things that you may have done wrong in the past, rearrange your priorities, realign your values, and revamp your approach to things. By taking the time to re-view and re-evaluate, you’ll be able to navigate the confusing energies of Mercury Retrograde with more clarity and purpose.

REVISIT

When a planet goes retrograde it indicates that something from the past is to be revisited. Often, a person from the past will emerge. It’s a time to reflect on past relationships and see if there are unresolved issues that need to be addressed. This can be a powerful time for personal growth and self-discovery. Remember, the past is a part of who you are, and it’s important to understand it in order to fully embrace your present and future. The past is history—the past lives too. It’s a good opportunity to revisit old ideas and see if they can be improved upon or if they should be abandoned altogether. Embrace this opportunity to delve into your past, and use it as a tool for healing and moving forward in a more positive direction.

REFLECT

Pause, reflect, and take a mental break. Your soul will thank you for it. When Mercury is retrograde, the energy shifts so you may miss information, like the fine print. Reflect on your actions and decisions during this time, and avoid making hasty choices. Instead, take a step back and evaluate the situation from a different perspective. This can help you avoid potential mistakes and make more informed decisions. Whenever you’re feeling confused and overwhelmed, it’s good to just stop. Allow yourself a break! Shift into idle. Take time to journal your thoughts and feelings to gain clarity and understand what’s going on inside you. Remember, during this time it’s important to take care of yourself and give yourself the space and time you need to think things through.

RETREAT

Go within. Retreat and focus on self-care during this period. Mercury retrograde is often a time of heightened intuition. Remember, this is a time for introspection, so take a step back from the chaos and focus on your inner self. Engage in activities that bring you peace and tranquility such as yoga, journaling, or nature walks. This will help you to clear your mind and gain a better understanding of yourself and your needs. Use meditation or quiet time and reconnect with your higher self. Remember that the answers lie within you. By taking the time to retreat and reconnect with yourself, you’ll be better equipped to handle any challenges that may arise during the retrograde. The outcome: get a revived perspective so when Mercury goes direct you’ll be ready to take on the world with renewed self-awareness.

REWIND

Rewind your actions, words, and thoughts during this time. Take a step back and think about how you’ve been communicating, using technology, and traveling. Are there any areas where you could have handled things differently? This is a great opportunity to learn from your past mistakes and make any necessary adjustments for the future.

Mercury Retrograde can be a challenging time for communication and decision making, but it also presents an opportunity for reflection and self-improvement. By embracing the “re” words – review, revisit, reflect, retreat, and rewind – you can navigate this period with ease and come out on the other side with renewed self-awareness and a clearer understanding of yourself and your surroundings. Remember to be patient and compassionate with yourself and others during this time as well, as we are all affected by this energy shift in some way.

28
Jul

Sales & Marketing Go Hand in Hand to Boost Your Bottom Line

As a business professional, you understand the importance of generating revenue and increasing profits. One of the key ways to achieve these goals is through effective marketing. Many people think of marketing as a separate entity from sales, but in reality, marketing plays a crucial role in supporting and driving sales.

When it comes to building a successful business, marketing and sales go hand in hand. Marketing sets the stage by creating awareness, building interest, and generating leads. Sales then takes over by closing the deal and turning leads into customers. But it’s not as simple as just having a sales team in place. Without effective marketing, the sales team may struggle to find and engage with potential customers.

The purpose of marketing is to attract and engage with potential customers, and ultimately drive sales. This is done through a variety of tactics such as advertising, social media, content marketing, and public relations. By creating a strong brand and consistent messaging, marketing helps to establish trust and credibility with potential customers. This sets the stage for the sales team to come in and close the deal.

One of the most important things to remember when it comes to marketing is that it’s not just about creating pretty ads or catchy slogans. It’s about understanding your target audience and tailoring your message to speak directly to their needs and pain points. By doing this, you can increase the chances of turning leads into customers.

Another important aspect of marketing is measuring and analyzing the results of your efforts. This allows you to see what’s working and what’s not, and make adjustments as needed. By constantly testing and optimizing your marketing strategies, you can continuously improve your results and drive more sales.

Marketing also addresses product development. By understanding the needs and pain points of your target audience, you can design a product or service that meets those needs better than any alternative. This is a pivotal facet of marketing as it ensures that your offer is aligned with the needs of your customer and is more likely to be successful in the market. Additionally, the process of creating a compelling solution for your target audience can also help to inform and guide other aspects of your marketing strategy such as messaging, positioning and pricing.

Marketing makes money. Or it fails. In short, marketing and sales are two sides of the same coin. Without effective marketing, the sales team may struggle to find and engage with potential customers. By understanding your target audience and tailoring your message to speak directly to their needs and pain points, you can increase the chances of turning leads into customers. And by measuring and analyzing your results, you can continually improve your efforts and drive more sales.

As a strategic director, fractional CMO, business consultant, or hired gun, my job is to help you win by making you more money. And one of the best ways to do that is through effective marketing that supports and drives sales. So, let’s put the ball in play and get in the game. Together, we can make you rich while enriching the lives of those you serve.

 

11
Mar

Pricing Strategy: Keep It Simple

Don’t overcomplicate pricing. When it comes to setting prices, many people get overwhelmed.

Pricing is based on many factors. Ask yourself: How are your services delivered? Hourly? One and done? In the service industry, packages are most popular. What products do you offer? How are you positioning your offer (mass appeal, high value, luxury, etc)?

Three pricing models for service businesses:

  • HOURLY: your client pays for your time
  • PROJECT: your client pays for a tangible deliverable such as a logo or a time-based deliverable such as consulting — this is the easiest price model
  • RETAINER: your client pays a recurring monthly amount for a specific number of hours whether used or not

Three general pricing strategies and the +/- for each:

COMPETITIVE: Charge standard industry rate, plus or minus. This is easiest to start, establish price aligned with competition and increase as your reputation grows.
+you know what the market will bear
-clients may be willing to pay more based on value and positioning

PENETRATION: price your product or service at your lowest agreeable rate to build a base of clients or consumers
+get clients quickly
-likely you will be undervalued

NEED: what you require for income (what do you want to earn, and divide it by hours for service or units sold for a product)
+you get what you need
-this doesn’t account for all time or all value

A HYBRID approach with these strategies is optimal. Determine a price for your offer or package, then discount to build your client base and get results, then reduce the discount to raise your price as demand grows. Alternatively, add value with bonuses. This keeps the price for your product or service at the highest level.

Consider who you serve and what the competitive arena of alternative solutions available to them. This will give you an indication what the market will bear and you can adjust for penetration and necessary income. It is important to price at the highest level because you can always discount or reduce, which is easier than to raise prices once established.

31
Jan

Show and Tell to Sell: Building Trust in the Online World

In today’s digital age, more and more businesses are conducting transactions online. However, building trust with potential customers can be a challenge, especially when they are unable to meet you in person. To overcome this obstacle, it’s important to let visitors to your website know who you are and what you stand for.

“The first step in building trust is to let people know who you are.” – Brian Tracy, Author and Speaker

Start by telling your visitors about your company. Share why you started your business, when it was founded, where you are located, and who the key players are in your company. Highlight some of your customers and explain what your company does. This information helps visitors understand your background and credibility.

“Transparency is the best policy when it comes to building trust.” – Stephen Covey, Author and Speaker

Next, show your visitors what your company is all about. Give them a virtual tour of your office, show them photos from events you have attended, and highlight your products and services. Showcase key personnel and customers to give visitors a glimpse of the people behind the brand.

“People do business with people they know, like, and trust.” – John Jantsch, Author and Marketing Coach

Visual aids are especially important in the online world, as visitors can’t physically see your office or credentials on the wall. Show them virtually by including photos, videos, and other multimedia elements on your website. Give online visitors a perspective as if they were walking into your office for the first time. What is in your lobby or in your office? Do you have photos on your desk? Do you have credentials on the wall? Show them.

“Building trust is like building a bridge. It takes time, effort, and a solid foundation.” – Simon Sinek, Author and Speaker

Here is a list of things to tell about your company:

TELL:
a. what you do
b. why you do what you do
c. where you are located
d. who the principals and core management team is
e. who some of your customers are
f. when founded – how long have you been doing it?

And, here is a list of things to show them about your company:

SHOW:
a. behind the scenes at your office
b. events you attend (trade shows, symposiums, seminars)
c. your products and services
d. key personnel and customers
e. activities with clients and staff members

By showing and telling your visitors about your company, you build trust and credibility with potential customers. Remember that the more transparent and personal you are, the more likely people are to do business with you in the online world. When they know that you are a real person,  that will clear a hurdle in getting business in the online world.

9
Apr

10 Points You Must Cover in Your Initial VC Pitch

You are a startup looking for a VC and a VC is looking for a startup. So how do you convince a VC to take your call or meet with you? You send them a deck — make sure it is stacked in your favor.

Start by developing and refining the reasons why the VC should meet with you. Organize your presentation with most persuasive and logical order of reasons. Make sure to punctuate with visuals — simply add headlines or bold leads to your paragraph or include illustrations. And, definitely, cover the ten critical points.

  1. THE DETAILS. Announce the name of your company, where it is located, the round, how much capital you wish to raise.
  2. THE PLAYERS. Introduce your team. Include the expertise each person brings.
  3. THE USP. Capture attention with your Unique Startup Proposition — what are you solving? Is this a necessity or a luxury? What is most impressive about where you are with it right now? It could be the team, the technology, the growth, etc. Get the VC excited about the possibilities.
  4. THE POTENTIAL. Show the VC the size of the opportunity. The projected market must be large enough to provide ample return on investment. Do your homework here and make it relevant to your specific vision or solution. Complete this picture with how you stack up to beat competition. Explain how you plan to scale.
  5. THE THING. Present your product. Whether it is a prototype or a blueprint, an app or a service, include as much detail as you have defined. Use all media that is available to portray the product with optimal clarity.
  6. THE PLAN. Outline your go-to-market strategy. How will you approach and capture your market? What will help you build your tribe? Do you have a website?
  7. THE WAY. Explain your business model. How will you generate and capture revenue? Online, salesforce, multi-tiered marketing? There are many options.
  8. THE KIPs. Show the numbers. Not just a spreadsheet, include charts or graphs that quickly communicate your Key Indicators of Performance or success.
  9. THE ASK. Yes. Ask for it. Let the VC know your needs — the money, the time, the support, the connections — and request to meet in person or via Skype to proceed with next steps.
  10. THE CATCHPHRASE. End with a battle cry. Make it unforgettable so that whatever the decision regarding your request, your startup will be remembered.

Make sure your presentation is clear, concise, and complete with compelling information and arguments. Brand the pages in a way to give repetitive attention to your startup name, logo or other identifying feature. Prepare the narrative for your presentation, ensure that it translates with or without you. May the VC be with you.

Also published via Medium and originally created for Invest Southwest, here.

1
Dec

Manifest Destiny in 8 Key Areas

Take Action in 1 Area at a Time with These 6 Steps

There are eight key areas to self-actualization: Visibility and Voice, Relationships and Love, Purpose and Destiny, Career and Prosperity, Health and Vitality, Spirituality and Connection, Impact and Influence, Creativity and Manifestation.

Select one area and focus your intention to create a change. The other areas are affected. Success in one area leads to improvement in another.

“In order to carry a positive action we must develop here a positive vision.”— Dalai Lama

  1. Set a Bold Intention. Break through a pattern of being stuck with focus and intention. Focus your energy from your heart. Select a specific outcome in a key area. Then, allow your mind to open and create the strategy.
  2. Remove Inner Barriers. Identify and release your limiting beliefs. Connect with your deeper truth so you can show up authentically and realize the experience you desire.
  3. Create from Inside Out. Cultivate your intuitive mind. Ask yourself, “If all of life organizes around my success, what do I desire to create?” Connect with your self. Allow yourself to access an inner source of knowingness. Be curious and receptive.
  4. Generate Support. Surround yourself with people who encourage you. Create partnership. Enlist assistance.
  5. Create Accountability. Design a project where you are accountable to something bigger than your self. Show up. Grow into every step.
  6. Make a Commitment. Do what it takes every day. Get organized. Get training. Get going. And, as advised by Wallace D Wattles, “Do, every day, all that can be done that day, taking care to do each act in a successful manner.” 

Spend time every day with your Playbook. Review your vision, contemplate your dream, feel your purpose, and list your actions. Share this process with those who support you. Let me know which area you are working in and how that work changes everything.

21
Aug

Positioning Your Product or Brand

Positioning is a facet of the marketing strategy that aims to give your product or brand a distinct perception — relative to competing brands — in the mind of the customer. An historic campaign for Avis reflects this: “Avis Is Only №2, We Try Harder.”

In developmental stages, determine the positioning you intend for your product or brand. Research and market feedback will help you discover if it is aligned with actual consumer attitudes. If not, then marketing messages can help close the gap or change perception.

Positioning is an art. Great positioning tells a compelling, attention grabbing story — a story that resonates with your audience. — Rebel Brown

The positioning process begins with identifying a market problem or opportunity, then developing a solution — often based on market research, segmentation and supporting data. Once positioning is determined, it will help align and guide marketing efforts and business objectives. The perfume I use is the indulgent scent for pleasure seekers. Thus, the tone and manner of messages, images, events and PR are created to consistently express this in all communication.

Again, positioning is the perception of your product or brand in the mind of the customer. Perception is reality. Aim to establish the highest and best use for your brand among your audience. And, be open to emerging alternate audiences, too. Here are some examples of common positioning strategies and how they might translate in the marketplace.

DEMOGRAPHICS Place your solution among those best served by gender, age, income, area, etc. If you try to be everything to everyone, you may not appeal to anyone.

PRICE Present your solution as an affordable option with a low price point or elevate your products or services among the competition with a high price point to create a perceived value (or reflect a real value).

DISTRIBUTION The environment and locations where you sell your product communicate quality and value propositions like convenience or specialty items. Select your sales channels to align with your desired positioning.

AFFINITY Find your tribe. Those who desire to align with your proposition. Position your solution to engage group loyalty of customers with a common, personal denominator.

Positioning is how you communicate benefits of your solution to your audience. Everything from where you make your product, how you make it, where you sell it, and for how much will convey subtle queues to the market. Align positioning elements with the overt messages employed in promotions, advertising, and public relations. Ultimately, positioning is how your market sees your solution among the alternatives.

21
Jun

6 Tips to Hone Your Investor Pitch

There’s the windup, and then there’s the pitch.

The pitch is critical to every startup. It’s your story; your identity; your compelling reason for being. And you have to get it in the strike zone in order to keep your company alive and to ensure that it thrives. Pitching your startup to investors—or to potential customers—can be overwhelming.

You have to know your stuff—your budget, your offerings, your advertising, your brand story, and more. This is your lifeline to resources. And, your future rests on the success of your delivery. To assist you to perfect your pitch, here are a few tips to get your story straight.

Know your why.

Storytelling is all the rage in advertising, and now in business branding. Sharing your story in the most compelling, powerful manner builds connection and credibility among potential customers and with investors.

Once you have your why—the reason you do what you do—it is much easier to find those interested in that passion. And, it is often said that when you are focused on your why, the how shows up and the what doesn’t matter.

Have a plan—a booming business plan.

The greatest idea in the world will not have a chance in surviving execution without proper planning. A solid business plan that clearly expresses your strategy and tactics, including how capital will be used, plans to scale the business, and reasonable anticipated growth will give an investor confidence that there will be a return on their money.

A solid plan shows the investor that you are knowledgeable about your product, the competitors, the market opportunity, the industry, and the future of your business. Reinforce your business plan with the critical details. Determine your break-even point, then customize the plan to demonstrate monthly cashflow. When the business is your baby, your pitch is especially essential to build a community of credibility and support.

Show sustainability.

Sustainability is continuous viability and longevity. It is key to obtaining funding from VCs and angel investors. It is also critcal in earning respect from industry professionals and gaining credibility among potential customers. There’s a difference between a flash-in-the-pan and an idea that inspires early adoption.

Customers and investors are savvy enough to know when a product has the potential for longevity. Everyone who will invest, purchase or support your company needs to know that you will be around for the long haul and you have a plan for how to do that successfully.

Know thy audience.

Tailor your pitch to your audience, whether it’s potential investors, a sea of customers, or a panel of judges. When speaking to investors, focus on the numbers, viability, and sustainability of the company. Let them know what’s in it for them—in the short term and in the long run.

If you are competing in a startup battle, presenting to a panel of judges, focus on your business as a whole. This will be the broadest pitch you give. Don’t leave out important details when you cast a wide net. If your investors are new to the industry, be sure that you speak in clear terms—don’t lose them in jargon and acronyms. Regardless of how well a panel understands your business, remember that you are in charge of the effectiveness of your pitch. No excuses.

Rehearse, a lot.

It may seem obvious, yet people often neglect proper practice. They may feel too much practice could make them seem stiff. While actually, the more you practice, the more relaxed, comfortable, knowledgeable, and “natural” you’ll be. This gives the impression of expertise. And, the better you know your stuff, the less likely you’ll be thrown off course by questions or derailed by nervousness.

The mere thought of public speaking makes many people nervous. The good news is that presentation skills can be honed, making the experience less worrisome. Practice is the secret to elevating your skills. Create and rehearse a variety of pitches so you can readily respond in different situations. From a one-minute elevator pitch to a thirty-minute talk, preparation and practice are the keys to communicating your message powerfully.

Show your stuff.

Give your audience a reason to remember you. Create a memorable phrase or give your audience hands-on time with your product (if possible) are a couple ways to be remembered. Consider what distinguishes you and what differentiates your product. Communicate that clearly and powerfully to ensure that, at the end of the pitch, your audience won’t stop thinking about your business.

Pitching your business starts with the proper wind up. It’s about the mechanics. It is like casting a fishing line with the appropriate bait into the hungry crowd and then waiting patiently for the bobber to dip with a fish on the hook.

Take all of the advice you have studied, ask for feedback, perfect your pitch, practice, and learn from every experience to improve with each and every presentation. Hone it and own it. And know that when you simply deliver your well crafted, well rehearsed elevator pitch, you have got the room interested in what you have to say.

15
May

5 Point Outline for How to Write A Blog Post

— A Basic Outline With Insightful David Ogilvy Quotes

Content is an important marketing tool for all businesses. It takes your message from advertising to advertorial — making the customer the star of your story. There are so many ways to show and sell with storytelling. So, get started. Here is an outline to guide you.

Topic & Working Title or Headline

Start with intention. Build a working headline to focus your efforts, and perhaps, provide a theme. Ultimately you will revise this to make sure it grabs attention and get readers interest.

On the average, five times as many people read the headline as read the body copy; when you have written your headline, you have spent eighty cents out of your dollar. — David Ogilvy

Introduction

What’s the big idea? Summarize the net takeaway(s) to be addressed in your article. Write the key idea(s) you want readers to get out of reading it. Consider posing a question to engage your audience. Or make a compelling statement to pique curiosity. This is where you set the stage for your tale.

It takes a big idea to attract the attention of consumers and get them to buy your product. — David Ogilvy

Key Insights

Brainstorm all the things you want to deliver in the post and list them. Organize them, then group them into main idea(s). Break up your insights into sections so that thoughts are lumped together by theme. As a benchmark, create three to four sections. Expand on these. Beef up sections with some or all of the following:

  • examples
  • quotes
  • how-to or directions
  • easy-to-implement advice
  • benefits
  • personal experience
  • what worked, what didn’t work
  • supporting or helpful information or statistics

Then read it. Revise it. Reorganize information until it makes sense and tells the whole story in the most captivating way.

The more informative your advertising, the more persuasive it will be. — David Ogilvy

Wrap up

In the end, summarize the post with an actionable takeaway, promise, or benefit of the lesson or experience. Leave the reader with results they could expect. And include a call to action: do this … now.

What you say in advertising is more important than how you say it. — David Ogilvy

Extras

Include hyperlinks that would lead to more information expanding on ideas, people, or features mentioned in the blog. And, always include an image when you can. A picture is worth a thousand words.

I do not regard advertising as entertainment or an art form, but as a medium of information. — David Ogilvy

Enjoy the journey as you write your way to success. Share your self, your style, your vision in a way that attracts your tribe, one reader at a time. Create the spin to win.