Business Success Archives

So, You Want To Help EVERYBODY?

You have a heart for people.

It is your deepest desire to help as many people as you can with your products and services. You don’t want to discriminate or keep anyone from benefiting from the life-changing work that you do. men in a circle

I absolutely understand what you are thinking. After all, I majored in education—a service profession. So, I get it.

But, the thing is, you have decided to manifest your gifts and talents in service as a business.

Businesses must generate revenue to stay in business.

Businesses must generate substantial revenue to not only serve others but create the lifestyle that you, the owner, desire.

That being said, it is extremely important that you hone in on exactly who you have been called to serve.


Because when you think about it, the center of your business is your clients. In fact, the satisfaction that you will receive from being in business for yourself will in fact come from serving your “ideal clients.”

If you are honest with yourself, you know exactly who your ideal clients are.

You are just afraid to limit yourself to them for fear that you will reach fewer people and make less money.

Well, let me put your mind at ease.

Honing in on your ideal clients is not going to decrease your income, but it is going to increase it.

Yes, you read that right. :)

Identifying the clients who meet your criteria for that “ooo-la-la-la” will save you major marketing dollars, give you a specific audience to create products and services for, and allow you to brand yourself as a specialist for a target group in your industry.

So, do this exercise as soon as possible.

Make a list of characteristics of your ideal clients. Here are some things that might be on your list:

  1. Self-starters who invest in educating themselves.

  2. Appreciate the importance of working with a highly-qualified professional.

  3. Can afford to pay for your products and services at a rate that does not force you to struggle to make ends meet.

  4. Share some commonalities with you.

  5. Are willing to refer you to people because they received results from following through with your coaching, consulting, and/or training.


At the end of the day, you must have a vision of that group of people in the marketplace who really needs or wants what you offer bad enough to pay for it if you really want to be in business.

And, the fact of the matter is that is not everybody.


Be Inspired

Have you heard these powerful discussions on Books That Transform? Click any title to listen now.


How Do You Communicate Your Brand?

You are a start-up entrepreneur and you are wondering, “What is the best way to communicate my brand?”

That is a terribly good question and one that you must seriously take the time to answer.


Because what you communicate and how you communicate it determines whether or not you attract the right clients.

Attracting the right clients not only means that you will generate revenue, but it also means that you will enjoy what you do all the more. I mean, let’s be honest, who wants to work for themselves and hate doing it?

That would totally defeat the purpose of entrepreneurship, right?

It would also indicate that you are not walking in your divine personal brand, but I digress. brand man gold

 Let’s get back on track. :)

So, it is critical that you are very strategic in creating your brand communication program. Before you can do so, several things must be clear:

1.  You must know whom you have been called to serve so that your focus is strictly on them.

2.  You must know them inside out so that you are aware of why and how they buy your services.

3.  You must also know how the competition positions their businesses to gain trust and attention from your ideal clients.

4.  Finally, you must have your very own well-defined positioning statement.

What is a Positioning Statement, Kellie?

Just in case, you get the first three “must-knows”, but you are not sure about that positioning statement thingy, here is a little formula for creating one:

I offer (your service type)

For (Your ideal client type)

That Need/Want To (The problem you solve and why your solution is different)

The one thing that I want you to be mindful of more than ever is: why your solution is different. This portion is commonly known as your USP or your unique selling proposition. It is the one thing that makes you distinctive from your competitors in a way that your ideal clients will value most.

You really want to nail that USP because the more your positioning statement accentuates your divine distinction from your competitors, the easier it will be to promote your products and services.

Back to the Brand Communication Program

Now, that you are clear on the “must-knows”, you can sit down and create a brand communication program that aligns with your brand positioning in the marketplace.

You see, behind every bit of communication you do, there must be a reason (a profitable reason) why you are doing it. You should not just jump on the bandwagon and do what you see other brands doing.

Your communication tactics, if you will, should support your goals as it relates to building your clientele and increasing your revenue through authentic connections and interactions with your ideal clients.

In other words, what you do must appeal to your ideal clients, so much so, that they say, “Hey, you are the answer to my prayers because you hold the solution to my problem, pain, or predicament.”

With that being said, here are 20 communication tactics you might consider:

  • ·         Speaking to groups—webinars, teleseminars, seminars, workshops, keynotes

  • ·         Teaching groups–online courses, Lunch-n-Learns

  • ·         Article Marketing

  • ·         Video Marketing

  • ·         Direct Mail

  • ·         Postcards

  • ·         Internet Advertising

  • ·         Podcasts

  • ·         Blogs

  • ·         Ezines & Newsletters (through the mail)

  • ·         Email Marketing

  • ·         Social Media

  • ·         Trade Shows

  • ·         Press Releases & Other Forms of Public Relations

  • ·         Networking

  • ·         Joint ventures, cross promotions

  • ·         Contests

  • ·         Sponsorships

  • ·         Referrals

  • ·         Case Studies


How Do I Create My Brand Communication Program?

Remember, you are just starting out in business and entrepreneurship is no joke. Your time must be utilized wisely, so this is what I advise—choose three to five tactics that you believe will most effectively support your positioning statement and help you achieve your goals.

You can even use these criteria below to help you choose your first three communication tactics:

1.  Choose a tactic that allows you to have a steady flow of communication with your new “leads” (i.e. blogging, email marketing, or direct mail)

2.  Choose a tactic that establishes you as a thought leader in your industry or market (i.e. write a white paper or special report, start a podcast, give a free teleseminar on frequent basis, start a video channel)

3.  Choose a tactic that boosts your reputation online (i.e. redoing your website to increase email address capture rate, optimizing the site for search engines, and revamping your site to make it sell and convert traffic more easily.)

Set A Schedule To Make It Happen

Once you have selected your first three, get a calendar that can go on the wall in your office. Select the days of the week that you will follow-through with each tactic (for example, blogging on Mondays) and place a sticker or use a Sharpie to mark the calendar for that day every week for the rest of the year. 

If there is a tactic that requires you to delegate it…do so.

Commit and be consistent and your brand communication program will reward you with clients that love who you are, what you do, and how well you do it.



For Whom Are You The Champion?

This blog post is going to be short and sweet. :)

It is for the person who is just starting out in business or whose business is brand spanking new.

You may hear a lot of talk about your niche and your target audience and after awhile, all of the marketing jargon may become mumbo jumbo in your mind.

So, let me make those concepts very elementary for you.

As you embark in business for yourself, ask yourself, “For Whom Am I The Champion?” 

In this case, when I speak of a champion, I am speaking of “one who fights; a warrior.”  In other words, for whom are you going to battle?

You only go to battle for someone that you love or for a cause that you believe in, right? So who are those people that you are so passionate about?  Who are those lives that you so deeply want to touch?

And furthermore, what do you do so well that makes their lives easier, better, fuller, richer (not just monetarily), brighter? Or what kind of product do you provide that enhances some area of their lives?

Those are the people that fuel your business. 

Those are the people that intrigue you.

Those are the people that make you want to get up early in the morning to study them, know them inside out.

Those are the people that inspire you to get better and better at what you do by investing in your own education, training, mindset, equipment, facilities, etc.

Those are the people that bring you an unspeakable kind of joy that is simply priceless.

(By the way, they are your target audience.) :)

Get Clear

Before you take another step forward, it is absolutely, positively critical that you determine who those people are.

Close your eyes and envision them. (In fact, it may help to envision just one out of the entire bunch.)

List their characteristics as it relates to gender, socioeconomic status, education, region/location, religion, age, spending habits–and any other traits that are critical to them being able to receive your “message” or appreciate your product.

Draw them or cut their faces out of magazines and create a mini-poster.

Keep the poster before you in your office so that you always have them on your mind.

Once you are clear, vow to fight for them. Yes!!!

Vow to create the best services or products that you can for them. 

Vow to provide them with the solution to their pressing problem or critical need.

Vow to speak their language so that you can draw them to you and literally change their lives.

You are someone’s champion…and champions are those who beat out  the competition. Trophy on white with path



You are an “employed entrepreneur”.

You work for someone else full-time but you are agitated because you know, that you know, that you know that you have been called to do something else. You have been called to be the CEO of your own business– a divine business that you did not necessarily choose but one that has been placed within you by God Himself. You have been called into entrepreneurship and the longer you are working in an environment that is contrary to that, the more frustrated you become. ericka's book

Well, I have good news for you.

There is a way to emancipate yourself–a stress-free way. There is a way to plan your exit strategy and do what God has called you. Would you like to learn more about that?

Interview with Author, Evangelist, and Kingdom Trainer Ms. Ericka Jackson

erickajacksonToday, I interviewed Ericka D. Jackson, who is the author of When God Calls, Living God’s Purpose for Your Life. It was an incredible 55 minutes.

Listen now to find out:

  • The top 5 tips on how to plan the emancipation from the full-time J-O-B to living God’s purpose for your life on a full-time basis.

  • The components of a well-structured business plan and how often it should be updated

  • The top 3 marketing methods you should implement and why

  • How to view yourself as a shepherd and your target audience as your flock

  • What vision really is and how it impacts your daily decisions and ultimately whether you live out God’s purpose for your life

Listen Now

Listen to internet radio with kelliegardner on BlogTalkRadio

Connect with Ericka Jackson

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