What Do You Say When Someone Asks, “So, what do you do?”

Watch this video to find out how to create a magnetic elevator speech that allows you to pull new clients or business partners to you in 60 seconds or less.

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You hate selling.

You hate promoting yourself.

You were taught that it was not polite to do. You were taught to be humble and let others praise you.

Well, what if I told you that marketing is not about selling? It is about offering your products and services to those who really, really need or want them. And, what if I told you that by keeping your products and services to yourself or hoping that somehow, some way your target audience might “come across them” is really doing a disservice to hundreds of thousands or possibly millions of people?

What would you say then?

Watch the video below to find out how you can change your perspective and see yourself as an educator–educating the market about your value as an act of service.

And, please don’t forget to share your thoughts afterwards.

Action Steps

Share your thoughts.

• Have you steered clear of marketing because you think it makes you feel like a cheesy salesperson?

• Does this perspective help you look at marketing in a different light?

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Listen to Catherine Kaputa Interviews on Personal Branding.

• Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform A Small Idea Into a Big Brand
• You Are A Brand! In Person and Online, How Smart People Brand Themselves for Business Success

Do you know exactly who you have been called to serve?

I mean, if I were to ask you to list all of the characteristics of your ideal client, would that be easy for you to do?

And if you can do that, do you know how to position yourself  as the authority in your field so that when your ideal client is looking for a solution to the problem that you solve, you are their ultimate problem solver—without reservation?

Well, yesterday’s show is entitled How to Dominate Your Niche and I was blessed to have Ms. Stephanie Chandler, author of Own Your Niche, on Books That Transform for 47 minutes.

Stephanie shared some of the incredible, results-oriented tips and strategies in her book that focus on choosing the right audience, demonstrating authority in  your field, showcasing your unique skills, and bringing value to your audience.She talked about building loyalty, community, and brand recognition, giving more than receiving, and about growing your business.

All About Stephanie Chandler

Stephanie Chandler is an author of several books including Own Your Niche: Hype-Free Internet Marketing Tactics to Establish Authority in Your Field and Promote Your Service-Based Business, From Entrepreneur to Infopreneur: Make Money with Books, eBooks and Information Products, and LEAP! 101 Ways to Grow Your Business.

Stephanie is also founder and CEO of BusinessInfoGuide.com, a directory of resources for entrepreneurs, and Authority Publishing, a custom publisher specializing in non-fiction books. A frequent speaker at business events and on the radio, she has been featured in Entrepreneur magazine, BusinessWeek, and Wired magazine, and she is a contributing blogger for Forbes. To learn more about her, visit stephaniechandler.com.

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Share Your Thoughts & Spread the Word

Wasn’t that some great, applicable content? I had so much fun talking to Stephanie, but more than that, I know that the information that she gave in that short amount of time is really simple, powerful, and effective.

Share your thoughts on the interview and go tell a friend (who wants to sustain a relevant, profitable business enterprise but needs a little direction on how to increase visibility and loyalty with the right audience) all about it.

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• Next show: Friday, March 29th at 12:00 p.m. (EST), The Secret Thoughts of Successful Women with Dr. Valerie Young author of The Secret Thoughts of Successful Women: Why Capable People Suffer From the Imposter Syndrome & How To Thrive In Spite of It

Questions I Asked Stephanie

Stephanie, since your book is entitled Own Your Niche and the show is entitled How to Dominate Your Niche, I’d love for you to “educate” us on a couple of things—

• What is a niche?

• How does a small business entrepreneur or solopreneur choose a profitable niche by which he or she can dominate?

Now, that you have defined niche for us and we have a clearer understanding on how to select a profitable one, how then do we establish or niche identity and why is that so important?

Stephanie, on today’s show, I promised the listeners that they would learn online and offline methods that would get them the kind of exposure that will establish them as leaders in their industries. I am counting on you to be our tour guide on this journey. So, let’s divide our discussion into two parts—online strategies/tactics and offline strategies. Is that okay with you?

 Great! Well, let’s start with online tactics first.

 One of the things that made me want to really get into your book was when you began by addressing some of the unethical behaviors that are going on online these days. Stephanie, explain to us the difference between the kind of marketing tactics that most of us are bombarded with today and the kind of marketing that you advocate?

Stephanie, I’d like to share a website with you and the audience and that is www.guzymusic.com. It is the website of a music producer in the Greensboro area where I live named Luguzy Atkins. Now, Luguzy just created his website this year and he is open to any advice you might give him. So, let’s use his site as our model for this portion of the show.

Share with us specific online strategies that he could implement that would—

• Establish his authority as a producer

• Build his audience & engage his community

• Turn his website into a “client conversion machine”

• Increase his website traffic

 In chapter six which is entitled Blogs Rule, you say that “A blog is hands-down one of the most important elements of a successful website.” What are entrepreneurs who do not consistently blog missing out on?

 While we are in this vein, let’s talk about content marketing. If you were starting your business from scratch in 2013 what would be the top two types of content marketing you would implement consistently to establish yourself as an authority in your industry and why?

 Stephanie, I love the fact that you devote an entire chapter to internet revenue streams—multiple streams of income. Give us an example of a client or an entrepreneur in your book who has mastered the art of creating multiple streams of income online.

 Stephanie, now it is time for us to delve into becoming a rock star offline. Professional Speaking is the first offline method that you address. What would you say to the person who 1) does not know exactly how to create interesting speaking topics, 2) needs pointers on how to actually get on the speaking circuit?

 Another method that you address is event promotion. Betty Brand Specialist is only interested in hosting paid events. What are the pros and cons of having this kind of perspective?

 Stephanie, there is no way we could touch on all of the offline strategies that you cover in your book, but if I gave you an apple pie and I asked you to divide it into pieces that represent the fresh new marketing plan of a start-up or start over entrepreneur, how many would go to online strategies and how many would go to offline strategies?

When you are pregnant, sometimes you can have the strongest cravings.

Well, at least, I did.

I remember one night, I just had to have a fish sandwich. It was like my taste buds were tormenting me. The commercials that I had been seeing all week were Burger King commercials advertising the Burger King Big Fish Sandwich. So, I guess you know where I went–straight to Burger King.

Let me tell you.

I could not wait to get in my car and hand the drive-thru cashier my debit card. I anxiously sat there, plastic in hand, and when it was time to roll-up to the second window, I gratefully paid. Yes, I was ready to satisfy my craving and willing to pay for Burger King to assist me in the process.

That is the same way your prospects must feel about you.

Your product or service solves a problem, pain, or predicament, right? Well, just because you make a product or service available does not mean that every prospect will be ready to purchase it at that moment. The moment they are ready to purchase is called a trigger point. There will be some event in their lives at some point that will cause them to pull out their card (just like I did) and purchase the product or service.

Now, whether they purchase the product or service from you will depend upon how many times you have “touched” them. That’s right, touched them.

Touching Your Prospects

When you touch your prospects, you place yourself in the forefront of a prospect’s awareness. In other words, you make sure  that you are providing helpful information on a consistent basis related to the problem, pain, predicament/fear. The more the prospect sees you or hears from you, the more they begin to trust you. The more they trust you, the more they are willing to pay  you. They pay you because they believe you have the remedy. Point blank…period.

There are several ways you can touch your prospects on a consistent basis:

• Engaging in conversations in social media
• Providing how-to videos
• Long videos with detailed trainings
• Short Audios with tips
• Interviews
• Articles
• White Papers or Special Reports
• Blog Posts
• Q & A Sessions on Conference Calls
• Teleseminars/Webinars
• Speaking Engagements
• Direct Mail Campaigns (Monthly Contact right into their mailboxes)
• Email Newsletters (Ezines)

When your prospects come in contact with you and experience your expertise on a regular basis,  you get inside their minds. You become the respected “expert” or “solution” that comes to their minds, immediately, when they are seeking that remedy.

How Will You Touch Them?

Your job is to figure out the best ways to touch your prospects and then create an action plan for doing it consistently. Choose 3 ways that you can commit to and then just do them. You will become more comfortable with each one as you commit to them. Your audience will grow and grow and before you know it, loyal clients will form.

If you need help with your action plan, click here to review this sample one that I provided for subscribers to Brande a few weeks ago.

 Your Take Away

Be the person your prospects/ideal clients immediately think of when a trigger event happens that moves them from a looker to a buyer. Do that by touching them with your compelling message and relevant information on a consistent basis. In other words, let your constant presence be your commercial.