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.
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:
Self-starters who invest in educating themselves.
Appreciate the importance of working with a highly-qualified professional.
Can afford to pay for your products and services at a rate that does not force you to struggle to make ends meet.
Share some commonalities with you.
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 noteverybody.
Have you heard these powerful discussions on Books That Transform? Click any title to listen now.
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.
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
· Internet Advertising
· Ezines & Newsletters (through the mail)
· Email Marketing
· Social Media
· Trade Shows
· Press Releases & Other Forms of Public Relations
· Joint ventures, cross promotions
· 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.
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.
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
Today, 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
Writing is still one of the most powerful forms of communication on the planet. Thankfully, there are many different ways that you can use it to connect with your target audience.
In the video tutorial below, I share five major ways that you can connect with your target audience through writing. If you choose three to consistently implement, you will begin to build relationships with those you have been called to serve and establish your reputation as a thought leader in your field.
Be prepared to take notes and pause for a moment. This tutorial is 13 minutes long. Enjoy and pay it forward!
The Video Tutorial
This is the series that is not about you. This is the series that is about your calling. There is a specific group of people who need the services and products you provide to address their problem, pain, or predicament and it is time for you to care enough to communicate with them. In this video, I will share 5 major ways that you can connect with your target audience through writing. Now, let’s get started.
Now, I want to take you back to the little red school house. You know the one that had all grades K-12 in one big room. If you are watching this video, I am sure you didn’t experience a little red schoolhouse education but perhaps you have seen Little House on the Prairie or some old school movie about the new frontier, pioneering days, so you can relate. Well, in those times, there were three fundamentals of a basic education called the Three R’s—reading, writing, and arithmetic. Being literate, mastering written communication, and knowing how to do the math were the three things that separated the haves from the have nots, the rich from the poor.
Today, it is no different. Reading, writing, and arithmetic play a strong role in our daily interaction. Writing is still very important in creating contractual agreements (when something really matters all parties want everything spelled out in writing) in email, texting, and even participating in social media. No matter how advanced we get with video technology, there is still nothing like the written word.
That being said, let me reveal to you the five effective ways that you can connect with your target audience and build a relationship with those you have been called to serve on a consistent basis. They are 1) Blogging, 2) Email Marketing, 3) Direct Mail, 4) Article Marketing, & 5) Publishing. Ultimately, these are ways for you to create content, establish yourself as a thought leader, and stay at the top of the minds of your niche. Now, go ahead and get a sheet of paper because I am going to briefly review each one and then ask you to choose three as part of your marketing plan.
I want to share a true story with you. In February of 2012, I received a voicemail message on the Ask Kellie line. I returned the call and it happened to be a woman who had never responded to one blog post, but when we talked she let me know that she’d created a folder and put my blog posts in it. She also informed me that she read every single book of every author that I’d interviewed on Books That Transform. She said she couldn’t remember how she found me but she had been following me for quite some time.
Just last week, she emailed me after I wrote a blog post about the fact that I am writing a book and told me that she was so excited about what God was doing in my ministry. She said she couldn’t wait for my book to come out & that she was also writing a book. Now, think about that. Without even knowing it, I have been building a relationship with that wonderful woman. When I returned her call, we had the best conversation for about 20 minutes.
We talked about my branding programs, her business, and after a few moments, it was not as if two strangers were on the phone. I don’t know about you, but I think that is powerful. That is the power of blogging.
So, Let’s briefly talk about the who, what, where, when, and why of blogging. A blog is a website that allows you to build a relationship with your target audience through frequent, consistent updates.
According to expert blogger and founder of the Blog Squad, Denise Wakeman, it is the place where you educate, entertain, engage, and enrich the readers. You see, the more frequently you blog, the more you demonstrate your own stability, consistency, belief and commitment to what you have been called to do by sharing your experiences, your views, and your expertise with your readers.
Think about something that you do every single week that involves at least on other person. It might be watching your favorite tv show which for me is none other than Shark Tank. It might be meeting your best friend for lunch every Wednesday or going to choir rehearsal every Thursday night or playing golf every Friday morning with your colleagues.
In the same way, that you look forward to connecting with that special person or that special group of people, your readers begin to look forward to connecting with you. So, if you choose to connect with your audience through blogging, commit to it. Don’t leave your target audience hanging, wondering when oh when you are going to share another post. After a while, they will not wonder anymore. They will just lose interest and move on.
Oh, Email! Oh, Email! Do they really need another? You may be thinking, people need another email like they need a whole in their heads. And, guess what? You are exactly, right. If you choose email marketing which is a great way to build a relationship over time, you will have to find a way to get into the recipient’s email inner circle.
What is the email inner circle?
The email inner circle is the group of people whose emails the recipient WILL open AND according to Nielsen NetRatings, there are only 16 people in that group. Now, how in the world do you get in it? It seems that you can only get into that inner circle if you publish a free, valuable ezine or online newsletter.
This means that you will need to provide good information that helps people. When people begin to see you as a trusted adviser or expert in your field based on the content of your ezine, they will click when they see your name in their inbox. Your ezine should go out once a month at the bare minimum & weekly at the very best.
Feel free to invite them to purchase your products or services but use the 80/20 rule—80% great content, 20% sales related. Now, you can maintain your position in that inner circle by sending updates in between the ezine issues, but keep the content level very high. Do not send an email just to “stay in contact”. Have a specific purpose in mind.
When was the last time you went to your mailbox and found postcards of all shapes and sizes from Papa John’s, a local realtor, Kohl’s, Stride Rite, or even Direct TV? It was probably recently. That is because direct mail is still one of the most effective ways to communicate to and then attract clients.
If you choose to launch a direct mail campaign, using a postcard as opposed to a sales letter or brochure is going to be more cost effective. You will also need to commit to mailing a postcard 9-12x per year.
Because marketing research says that a person must see a message at least 9x before he or she makes a purchasing decision. When you show up in the mailbox on a regular basis, when the prospect is ready to purchase what you offer, they will undoubtedly think of you.
Writing articles is a wonderful, non-threatening, non-salesy way to communicate with your target audience. It allows you to once again provide helpful information while developing trust. People are sick of being sold to, so it is no wonder that they trust articles more than advertisements. When you write an article, you are not focusing on yourself, but you are focusing on the reader. By providing news they can actually use, you enhance your credibility and keep them coming back for more.
If you really want to get your target audience’s attention, publish. Publish a book, an ebook, an audio book (which has hit the billion dollar status), a special report, a white paper, a home study course, a manual, a guide, a blueprint–anything that builds your reputation as a thought leader—someone who knows what he or she is talking about and is willing to share it. If promoted correctly, the book will also open up the door to seminars, workshops, keynotes, radio and television shows, and various speaking engagements that will take your message to the masses.
In this video, we skimmed the surface of 5 major ways you can connect with your target audience through writing. Your job now is to educate yourself on them and then choose just three to put into action. Remember that connecting, developing trust, and building relationships take time and unless you care enough to communicate, consistently, you will not reach those you have been called to serve.
If you are a small business entrepreneur who is struggling with aligning your business vision with your divine purpose…if you are not quite sure how to build a brand that resonates with your target audience, I invite you to learn more. Access your free Personal Branding Toolbox and let me help you build your brand one step at a time.
Until the next video, I’m Kellie Gardner encouraging you to keep watching & keep walking in your divine personal brand.
Christyl Benford Speaks on the Power of Video Marketing Training with Kellie Gardner
"I have been doing video marketing since July 5, 2011 and it has totally changed my life. It has changed my mindset. Coaching with Kellie Gardner showed me how to engage my community--how it would bring in fans, and not just fans, but customers and clients. I was able to share not only my talent side, but I was able to share tips for music consulting and for Indie artists. Plus, I wouldn't be able to reach as many people hitting the streets. This way, I can connect with people worldwide."
Click play to find out how to attract your ideal clients with video.