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5 Ways to Build Your Personal Brand

personal brand

Whether you’re the business owner or the intern, building a personal brand is a powerful way for employees at all levels to increase their credibility and showcase their expertise. Everyday people have become celebrities all because of how they positioned their personal brand on social media and beyond.

We each have the ability and access to all the tools we need to start building our own brand today – and it’s quite simple! Here are five essential steps for building a strong and influential personal brand.

1. Define your area expertise

First and foremost you have to be able to clearly define your personal brand. Otherwise, how can you expect anyone else to? A powerful component of your personal brand is your area of expertise. Don’t be intimidated by the word “expert.” This doesn’t mean you need to be the most knowledgeable person in the world on a subject. Rather, you simply need to identify a subject that you know a lot about and for which you have passion.

2. Adopt a tagline

Once you know the personal brand you want to build for yourself, the next step is to clearly communicate it to the world. Just as a business adopts a tagline, so should you. Having a personal tagline might sound cheesy – and it can be – but only if you choose a cheesy tagline. If the personal brand you want to create for yourself is more professional and serious, there are endless options for a tagline that will also reflect this tone.

Once you’ve established a tagline, put it to use! Incorporate it into your personal website, blog, business cards and email signature. Use it when introducing yourself at networking events or in business meetings to quickly and clearly communicate who you are. A tagline will help keep your brand consistent and make it memorable.

3. Embody your brand from head to toe

While you may get caught up in building your personal brand on your website, blog and social media, don’t forget about the most valuable brand-building asset you have with you at all times – you! Your clothes, hair and accessories all impact the image you give off to the world and this should remain consistent with your brand.

If you want to be viewed as a respected professional, you need to present yourself as one. Give careful thought to your attire before heading out to a client meeting or networking function. Whether you do this or not, I promise you people will notice either way.

4. Create opportunities for other people to experience your brand

You can create an awesome brand for yourself, but if you don’t allow others the opportunity to experience and interact with it, it will have little impact. Just as a business puts great effort into promoting their brand, you should put effort into promoting yours too.

For a personal brand, this does not require the same tactics that businesses use. Not many of us have the budget (or confidence) to put ourselves on a billboard! Instead, maximize your online presence by creating a personal website, starting a blog and maintaining a strong social media presence. These are all great ways to showcase your area of expertise and give your network an intimate experience with your personal brand. In addition to the virtual world, get out in the real world too! Take advantage of speaking engagements, networking functions and other social events to get out in your local business community and represent your personal brand.

5. Be consistent

If you do nothing else when building your personal brand, be consistent! Think of any business that has built a successful brand; they do not waver from the core values it represents. All of their internal and external communications center on strengthening it. You should embrace this same level of consistency when shaping your own brand.

With every new business opportunity, consider whether or not it aligns with your brand. If not, it’s likely not in your best interest to pursue it. Your brand represents your morals, values and character. If your actions don’t align with the image you’re trying to create for yourself, you will never achieve a strong and influential brand. Instead, keep your personal tagline top of mind and use it to guide the way you present yourself to the world – in person, online and everywhere in between!

What steps have you taken to build your personal brand? Share your tips and tricks in the comments below!

 
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Posted by on July 21, 2014 in Business & Success

 

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10 Things to Remember When Planning a Professional Event

corporate event planning

Throughout my career, I’ve played the role of “event planner” more times than I can count. Fundraisers, golf outings, press events, clay shoots, meet and greets, prayer breakfasts, networking mixers, seminars and conferences are just some of the various types of events I’ve helped to plan. For each one there’s been a different venue, audience, menu, setup and marketing strategy. It’s been a whirlwind!

This experience has helped me to create quite the “tool box” of tips and tricks for successful event planning that can only be gained from my own trial and error. Oh and there have been many errors! Now I have professional events down to a work of art. I can anticipate the unexpected and I come prepared to address every odd request you can imagine. To help you do the same, here are 10 things to always, always remember when planning a professional event.

1. Be overly specific, assume nothing

I have many real life examples of event planning follies where I assumed something simple – like there would be a chair at the registration table – only to be left scrambling at the last minute over silly details. I’ve since learned to assume nothing and specify everything. When I’m in the event planning role, I can’t afford to be torn away from more important tasks to handle these types of mishaps. I work closely with the venue to specify the essential details (without being condescending, of course). Even if I risk looking a little too Type A, it’s a small price to pay for a well-executed event and a happy client.

2. Don’t be literal with the headcount

While I advise to be very specific with the event details, I don’t advise to be specific with the headcount. Inevitably people who have RSVPed will not show up and others who did not RSVP will. It’s the ebb and flow of event planning and somehow it all works out. What I’ve learned is that so much money is wasted on overestimating headcount. Instead, I underestimate the guaranteed count by at least 5 (if not 10) people. At the event, the venue can always pull out a little more food (for which they will also charge you). And at least you know you are paying for exactly what’s being consumed, which can be a cost savings of a couple hundred dollars!

3. Anticipate people arriving early (and staying late)

When I’m running logistics for an event, I always arrive at least an hour in advance to set-up, troubleshoot and acclimate myself with the venue and staff. I also do this because I know that a handful of early birds will arrive a half hour early as well. I hate to be caught still setting up (though it would totally be understandable), so instead I beat them at their own game! I also anticipate another group staying past the end of the event to eat and chat until the staff starts vacuuming over their feet. This means I, too, also stay late to ensure a professionally executed event from start to finish.

4. Bring a “tool kit”

You will always have a need for scissors, tape, extra name tags and pens. I can’t emphasize enough how often this has saved me the time of having to ask the venue to search and bring these items to me and how it also helps me to look extra professional and prepared. Slip these items in your laptop bag, and even if you don’t need them, you’ll have the peace of mind that you’re one step ahead.

5. Be accessible

When planning an event, you will need to be accessible and on your feet to address any issues as they arise. Maybe it’s someone at registration who said they paid, but their name isn’t on the list. Or maybe a side dish needs refreshed at the buffet that a server hasn’t yet noticed. I’m all eyes, all ears – and always on my feet at events.

6. Call upon helping hands

In order to pull off tip #5 of always being accessible, you need a competent team of helpers to assist you with being in multiple places at once. When I’m putting out the big fires, I rely on others to manage the registration table and greet guests. What this also means is that I have to prepare easy to manage lists and clearly explain the process to my helpers to ensure they know what to do even when I’m not around.

7. Keep people comfortable

People with full plates and full glasses are happy people. For the most part, people won’t remember the venue or the color of the table linens, but they will remember if they were well fed. Don’t skimp on food or drink and make sure that it is out before guests arrive and is left out even after the event ends, in case people choose to mingle after hours. Also, be sure your menu matches your ticket price. If people are paying a couple hundred dollars to attend a fundraiser, don’t give them chips, pretzels and a cash bar. Show them a good time! I promise you, this is always money well spent.

8. Strategically time your (brief) remarks

Hosting an event and not taking a moment to address the crowd is a really wasted opportunity. You may not be the most confident public speaker, but you can at least put together a few sentences especially if it means promoting the purpose of the event. Timing is everything to ensure people are paying attention. Plan to take the mic (and do use a mic) about halfway through the event. This will catch both latecomers and early-departers. Your remarks also give the event closure. If people need to take off early, they can feel like they have at least stayed for the most important part of the event.

9. Take advantage of the opportunity to market your services or future events

Use your remarks and printed promotional materials to market your services or future events. Give people something (verbally and physically) to take away from the event. You’re footing the bill after all, the least you can do is gain some promotional value from it! If this is an annual event, have a date set for next year’s event and promote it. If the event is not annual, give people some other call to action like a special discount on services if they purchase that day. If nothing else, at least invite them to visit your website and connect with you on social media.

10. Remember, it’s not about you!

It’s your event, but it’s not really about you. It’s about your guests. They are the ones either paying to be there or offering themselves as your captive audience for a few hours. Respect their time and make each guest feel special by greeting them, even if only briefly. Also keep your guests in mind when selecting a venue and food choices. Some restaurant off the beaten path may by a stone’s throw from your home, but it’s a trek for your guests. And just because you like a menu of red meat and potatoes, be thoughtful about your guests who may prefer some variety.

To boil down this entire list of corporate event planning advice, I simply urge you to be hospitable and genuine. Put the extra thought into the details to make this a pleasant experience for your guests so that they remember you for hosting a fun event, not wasting their time. Both extremes leave a lasting impression and you have the power to choose the outcome!

What other things would you add to this list? Share your event experiences (good and bad) by commenting below!

 
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Posted by on July 14, 2014 in Life

 

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Are You Making this Deadly Marketing Mistake?

danger sign

As business owners, we’re faced with some tough decisions. In order to make ends meet we sometimes have to tighten our budget and cut out the non-essentials. What any experienced business owner will tell you is that there are certain areas of a budget that should never make their way to the chopping block – marketing being one of them.

One of the most deadly marketing mistakes you can make is to halt your efforts in an attempt to save money. Scores of great strategies have been pulled before they have begun to payoff. That’s right; you invest all this time and money into creating and implementing a marketing plan, but pull the plug before things really get going. While this may save you a few bucks right now, it will most certainly hurt your bottom line in the long run.

Here are four ways you can avoid making this deadly marketing mistake.

1. When times are tough, don’t cut your marketing.

Every business will experience its ups and downs, its busy seasons and off seasons and its times of feast and famine. One of the worst things you can do when times are tough is to cut out your marketing or public relations efforts. After you’ve spent months engaging your audience, to completely go silent would undo all of your work up until this point. Whether you can see it or not, they are there and they are listening.

Instead, you may need to narrow down your tactics to those with the greatest ROI to adhere to a tighter budget, but you should never hit the big, red stop button. After all, it’s your marketing, public relations and advertising efforts that are going to help pull in more business which is the one thing you desperately need during a dry spell.

2. Set reasonable expectations for results.

Another reason businesses panic and pull the plug on their marketing efforts is because they don’t think they’re getting results. This is a deadly mistake because in reality you likely are achieving results, they just might not be the silver bullet you were expecting.

Set reasonable expectations. Learn to embrace the necessary slow burn of business growth that directly applies to your marketing efforts. You should value the consistency and quality of your results, not the sheer speed and quantity.

3. Measure progress in all forms.

Progress is not always obvious. Be open to looking for it in unexpected places or for it to produce different results than what you might have anticipated.

For example, your Facebook posts may not be getting more then 2-3 likes, but your analytics show that several hundred people have seen the content. You can also see from your blog’s stats that 20+ people a day are being pushed to your blog from Facebook. Those are some valuable results! When you do your research you might find that you’re achieving a whole lot more than what Facebook likes could tell you alone. This is all the more reason to stay consistent with implementing your marketing tactics.

4. Repeat your winners.

Don’t be afraid of repetition. Again, don’t be afraid of repetition. Sure, we always want to be coming up with new ideas and strategies to catch our audience’s attention, but don’t shy away from repeating something you know works for you.

Advertising guru, David Ogilvy believed repetition was an essential part of growing your readership. He felt that you should repeat yourself up to five times to see the full benefits of your messaging. People don’t always catch things on the first pass (Can you name the product the last commercial you saw was trying to sell you?) and repetition is an essential way to ensure consistent and clear messaging.

The importance of repetition is all the more reason to maintain balance with your marketing and public relations tactics. If you started a monthly newsletter or a bi-weekly blog, your audience will come to expect to hear from you at these intervals. When a month or two goes by without you “touching base,” you will quickly fall out of sight and out of mind. Stay top of mind by staying consistent with both your messaging and your strategy – and avoid making this deadly mistake!

Where have you seen this deadly marketing mistake being made? Share your examples by commenting below!

 
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Posted by on June 30, 2014 in Business & Success

 

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The One Question Every Successful Entrepreneur Must Be Able to Answer

top three priorities

One of my favorite shows currently on TV right now is Shark Tank. It feeds my entrepreneurial spirit and ignites a lot of creative (and sometimes cooky) ideas that I could only wish to have the opportunity to present to this impressive audience of venture capitalists.

All that aside, the reason I really love watching this show is because of the pearls of wisdom these experienced entrepreneurs spout off that have inspired quite a few blog posts – this week being no exception. On an episode from a few weeks back, it was Barbara Corcoran who said “Never have I ever met a successful entrepreneur who is unable to answer this one question.”  The question?

“Tomorrow when you wake up and go into the office, what are your top three priorities?”

This question is deceivingly simple. Try answering it off the top of your head right now. When I tried to do the same, I knew I had the answers, but when put on the spot, I found it hard to quickly put these key priorities into succinct bullet points. This doesn’t mean I’m doomed to fail as an entrepreneur, but it did make me want to sit down and put some thought into my top three priorities right now. Should I ever “bump” into Barbara Corcoran, this would be my answer to her question:

1. Continue to build quality relationships with my existing clients

In the pursuit of new clients, I never want to take for granted the awesome ones I currently have. I’ve already put the effort into earning their business, building a relationship with them and becoming efficient at the tasks I do for them month after month. It is a valuable use of my time to keep these existing clients happy and on board because trying to replace them is far more costly.

2. Selectively target new clients

Once I devote the time to keeping my current clients engaged, I need to continually fill my pipeline with ideal prospective clients. I’m lucky to be in a position where I can be selective with the new clients I choose to take on. I know the size, industry and vision of companies I best serve and these are the ones in which I’ll devote my time to pursuing. Smaller clients or ones that don’t quite align with my services may still find me, and I’m happy to see how I can help, but they are not the ones that I will actively put my resources into pursuing.

3. Find ways to automate my tasks and become more efficient with my time

I’m a consultant and sole proprietor by design. This means I must carefully guard my time and find ways to be extremely efficient as I take on additional clients if I want to continue to enjoy the benefits of the 80/20 Principle. It is my goal to find ways to automate my tasks or become more efficient at completing them so that as I take on new clients, I’m not working more, I’m simply filling the bandwidth my efficiency has opened up.

Whatever your top three priorities are right now says a lot of about the current state of your business/career and your entrepreneurial style. Maybe they even point out some areas where you need to refocus. They should address your immediate needs, but also plan for future growth and strategic change. Having your top three priorities locked and loaded serves a purpose far greater than simply impressing someone who asks. They give you that laser focus each and every day that is at the core of every successful entrepreneur.

Are you able to easily answer this question? Share your personal top three priorities by commenting below!

 

 

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Are You Making the Biggest Social Media Mistake?

#fail

These days, everyone is on social media. But really though. There are fan pages for cats, Twitter profiles for cartoons and Instagram accounts devoted solely to food. It’s no wonder every business wants to also have a presence on these platforms because it’s where they can reach their targeted audience with interactive content that sparks discussion and builds brand loyalty.

With everyone diving in head first, this also provides a prime opportunity for a lot of mistakes. For the most part, these are minor errors or forgivable social infractions, but sometimes these mistakes can prove to be much worse – even deadly – for business. So what is the single biggest mistake businesses make with social media? It’s NOT having it be part of a bigger communications strategy.

The danger of a disconnected social media strategy

The most effective social media cannot be done in a vacuum. Nor can it be your only effort to communicate with your target audience. The danger is two-fold. First, you risk presenting a completely different voice on social media, one that does not resonate with the rest of your brand. Second, you turn off the power to all other means of communications that could help to amplify your social media efforts.

If you pique someone’s interest with a great Facebook post, only to send them to an outdated website that makes you look inexperienced or unprofessional, even the best social media efforts in the world won’t close the sale.

How to avoid this mistake

Luckily this is an easy problem to fix. It begins with identifying the missed communications opportunities outside of social media and paying special attention to the brand you want to create so that all efforts work in unison to achieve this end result. Knowing what to do is the easy part, but actually making the time to do it is where the problem most often lies. It can be overwhelming, especially to business owners who don’t consider themselves to be communications-savvy.

It’s good to keep in mind that outsourcing is always an option and the number of firms and consultants who offer these services are ever-growing. But proceed with caution. If you’re thinking about working with a person or company that only does social media, you may want to rethink this decision. It’s okay to be specialized or particularly experienced in a certain niche, but when it comes to your business communications, everything needs to flow together. The various ways in which you communicate with your target audience need to complement one another.

Instead look for a firm or consultant who offers multi-faceted communications strategies that go beyond just social media. You want someone who can also create content for your website, blog, e-newsletter and other promotional materials. This is the best way to ensure that the voice and messaging will stay consistent.

Steps you can take today

One. List your other current communication efforts. Do you have any? Maybe there’s a brochure or business card you hand out, but it’s badly outdated. Maybe you have a website that you push your targeted audience to visit, but it’s a static web page with cheesy clip art and bright fonts. Take a critical look at ALL the messages you’re sending out in various ways. How are people finding you and what is this saying about your business?

Two. Note the areas that need some TLC. So you have social media down to an art – after all, it is kind of fun. Now, turn your attention to the messaging on your website, blog, promotional materials and e-newsletters. How can they benefit from some of the modern messaging you’re putting out on social media? Create a vision for how they can better engage your audience, just like you’re doing on Facebook, Linkedin, Twitter, etc.

Three. Dedicate time in your schedule to tackle some of these tasks in order of priority. If you know you simply don’t have the time, allocate this work to an employee or hire a communications consultant to help you keep things moving forward. While you’ll need to invest in their time, if they allow you to keep doing what you do best while they improve your comprehensive communications strategy – that is a worthy investment!

Where have you seen the biggest social media mistake being made? Join in the discussion by commenting below!

 

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Take Back Your Time: How to stop wasting your day in meetings

man in gray suit holding big clock covering his face

Back when I worked the life of a 9-5er, meetings were a staple of my daily schedule. Short, long, painfully boring or engaging, these meetings would get tacked on my calendar until some workdays were almost entirely spent in a boardroom. Sometimes I played an active role, while other times my boss simply wanted me to “sit in” on the meeting – to help keep him awake or me from being productive, I’m assuming.

Don’t get me wrong, I certainly see the value of an efficiently run meeting; however, they should not take up the majority of your workday. The more time we spend in meetings, the less time we have for making actual progress.

As an entrepreneur, I’m fully in control of my schedule which has made me highly protective of my time. I don’t give just anyone access to it. I get requests to “meet-up” all the time and the majority offer nothing mutually beneficial. To help me more easily identify and pre-qualify meetings of value, I’ve developed a strategy that everyone should want to implement.

Before you accept one more invitation to yet another coffee meeting, first ask yourself these four questions to assess whether or not this is something deserving of a chunk of your valuable work day.

Does the conversation necessitate a meeting?

So often people will think they need a meeting, when really the conversation can be just as adequately completed over the phone or email. I get it. Some people are social butterflies and who doesn’t want to get out of the office now and then? But don’t use other people’s workday as a way to waste your own.

When someone first requests the chance to sit down and talk, dig a little deeper. Ask yourself (or even them directly) whether what they’re asking for has to be addressed in person. It may take several weeks to find a time to meet, while a phone call or email response can be fit in that day.

Is it mutually beneficial?

It’s okay to be selfish with your time. After all, you’re only given so much in your life and I promise you that on your death bead you won’t regret all those hours you didn’t spend in meetings.

Before you agree to meet with someone, be sure that the purpose of your time together is going to be equally beneficial to you both. Maybe they want to sell you something – and that’s fine. So long as it’s something you or your clients can truly use. Or if they say they just want to tell you more about their business, be sure that you’ll get time to talk about yours as well.

Is the location and time convenient for you?

At the root of why in-person meetings are often so inefficient is the time spent getting there and back. Unlike a phone call or email, you actually have to spend a considerable amount of time in transit  – and getting showered and dressed to look presentable.

If you decide that you’re going to make time for a meeting, make it convenient for YOU! Take control of suggesting the dates, times and especially the location. Early in my career, I would make the mistake of giving the other person free choice of the these things and would wind up traveling a half hour to an obscure coffee shop at a time that was utterly inconvenient with the rest of my day’s schedule. If they’re requesting the meeting, they should also be willing to accommodate you.

Could it grow your bottom line?

Back to the point of being selfish with your time, it’s not greedy to first question whether or not this meeting will grow your bottom line. It’s smart and it’s what every other successful professional is thinking as well – especially the one requesting the meeting with you. Of course there’s something in it for them, make sure there’s something in it for you as well!

Ask yourself if this meeting holds a direct or indirect potential to grow your bottom line. I stress to think indirectly here. Not everyone is going to deliver a hot lead in the first meeting; it can take months or years. But think about their connections, experience and influence. If they might be able to use any of these things to help you in the future, it’s worth building a relationship with them now.

Did they earn it?

Finally, make them earn that meeting! For me, I always appreciate sincerity and creativity. Mass messages or an email template that doesn’t even personalize the content with my first name will quickly get deleted without a reply. In contract, a personal message referencing something unique to me or my business lets me know that they did their homework and inspires me to do the same.

I’ve also seen some pretty clever “outside-the-box” techniques for requesting a meeting that have won me over. A hand written letter really stands out in the age of e-blasts. Also, it never goes unnoticed to reference a recent news article about the person’s business or a blog post they wrote that shows you’ve taken a careful interest in their work. The possibilities are endless!

Meetings are a part of building a business, but they can also become a distraction that prevents you from making progress. A request for a meeting doesn’t always have to be granted. Remember that you are the only person looking out for your own time and this is all the more reason to be strategic with how you spend it.

How do you prevent overloading your schedule with meetings? Share your tips and tricks by commenting below.

 
 

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The Easiest Way to Find Your Passion

Live-with-Passion

What do you want to be when you grow up? It’s a question we have all been asked at least once in our lives by a teacher, guidance counselor or parent trying to steer us in the right direction of a fulfilling career. Can you recall how you answered? I’m willing to wager that a vast majority of us never became what we thought we wanted to be when we were young, but don’t take this to mean you’ve failed your childhood self.

This question was never going to help you find your dream career or perfect job, because it doesn’t ask the only thing that really matters. What gets you excited?

The easiest way to find your passion is to identify what excites you. What energizes your soul? What puts that spark in your eye? What would you choose to do every day, again and again, for the next 100 years? This is what excites you, this is where your passion lies and this should become (at least part of) your career.

There may be some ideas swimming around in your head right now, but before you storm in your boss’s office with your two-week notice, let’s cover just a few more important details about turning your passion into a career.

Why excitement matters

It doesn’t take too much searching to find someone who has chosen a particular career path because it’s easy, stable or lucrative. While these aren’t necessarily bad characteristics of any job, without it also involving your passion, you will spend the majority of your life deferring your happiness to the weekends or retirement.

Excitement and passion for your job also helps you to excel in your field. When you love what you do, you take pride in your work and strive to be better at it each and every day. A job should do more than provide a pay check, it should provide a stage for you to showcase your best talents to the world. Pursuing a career that excites you will ensure you look back on your life’s work with satisfaction.

Understanding what really excites you        

If you’re asked “What excites you?” you might answer “Sports.” But we have to dig deeper. Simply saying “sports” is too broad of answer that doesn’t give us a clear indication as to what exactly about sports excites you. There are countless options.  Is it the element of competition, the energy of the crowd or the impressive athletic performance that you enjoy the most?

To better pinpoint your passion, we must peel away the layers of your initial answer by asking “Why?” at least five more times. For every answer, turn it into a question and ask yourself again. If you initially answered, “I like sports because of the element of competition.” Then ask, “Why do you like the element of competition?” This may seem redundant, but you’ll be surprised as to how it identifies what really excites you.

Turning excitement into a career

Once you have a narrow focus on your true passion, you will find that there are many career options that will allow you to tap into your passion on a daily basis. You may also be surprised with how different each option is. For me, it was foremost my passion for creative writing. The communications field obviously provided an opportunity to utilize this passion, but so did political campaigns, speech writing, website design and advertising agencies, to name just a few.

It’s important to think beyond the literal interpretation of your passion. Sure, you may be passionate about eating baked goods, but you have more options than becoming a baker. This love for food can also be turned into a passionate career as a food blogger, marketing director within a snack food company, food photographer or graphic/web designer that specializes in web sites for bakeries. Get creative and keep an open mind! A job will still involve work (sorry, there’s no way around that) but when it taps into your passion, even the work will become a labor of love.

If we want to reverse the dangerous trend of seeking careers solely for security and stability, we need to stop asking “What do you want to do?” or “What do you want to be?” And instead start asking, “What gets you excited?”  This is the easiest way to pinpoint your passion and ensure a life’s journey filled with fulfillment and joy.

Where does your passion lie? Share your own search for inspiration in the comments below!

 

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Why Your Business Needs a “Human Element”

Make your customer feel like you're talking directly to them.

Make your customer feel like you’re talking directly to them.

Renowned businessman and advertising executive, Fairfax M. Cone once said, “Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.” I couldn’t agree more. One of the best ways to achieve this intimate level of communication with your audience is by incorporating a “human element” into the way your business interacts with the world.

Before we venture on, I want to briefly address what exactly defines a human element. Businesses are run by people and they serve people, still communication can lose this person-to-person aspect if we don’t actively seek it out. The result is a business that feels sterile and disconnected from its audience. The human element adds a personal touch that makes you feel accessible and relatable. It’s incorporating staff photos on your website, using I/We language on social media, signing newsletters with your name, not just your business’s tagline …and letting people know the story of how and why you started this business to begin with.

There are many ways to create the human element within your business and the “how” greatly depends upon your target audience and industry. This is a whole other blog post altogether (so stay tuned!). As we begin our initial discussion on this topic, I first want to develop the urgency of “why.” Why does your business need a human element? Here are four compelling reasons that aim to satisfy this burning question.

1. To develop a one-on-one relationship with your customers

You should want to incorporate the human element into your business as a means for creating a one-on-one relationship with your customers. Maybe you have hundreds, even thousands of customers; you can still create the feel of a personal relationship with each of them through strategic communications.

When customers feel like they know the owner of the business on a first name basis, even if this is just from your website’s About Page or the auto-signature on each of your monthly newsletters, it makes a difference. Customers will develop a sense of loyalty to your business and feel valued. What this really boils down to is that they’re more likely to continue to do business with you in the long term and recommend their network to do business with you as well.

2. To make yourself relatable

In the eyes of your customers, the human element makes you, well…human. This is a good thing. Being human, even when that comes with flaws or weaknesses, provides common and familiar ground with which your customers can relate.

Take for example, a business owner who shares his personal story about how his company was created. Maybe this was the result of another business failure or maybe he came close to bankruptcy a time or two. Don’t mistake this for weakness; it is actually a powerful way to relate to your customers. It breaks down the misconceptions that the owner is some suit in a window office with his feet propped up on the desk. Instead, your customers will see you as a smart, hardworking businessman who has struggled for success just like everyone else. And most importantly, someone they want to do business with.

3. To make yourself accessible

Making yourself relatable and making yourself accessible are two different things – both can be accomplished by incorporating the human element into your business communication strategy. You want to also be accessible so that your customers feel like they can easily reach out to you with any question or concern and get a quick response from a real person.

Think of two vastly different customer service experiences you have had with two different businesses, one good and one bad. What made the bad one so terrible? If you’re like me, my bad experience was the result of a not receiving a timely response, or no response at all and being fed a prefabricated answer that didn’t really solve my problem. Even worse are businesses that don’t list an email or telephone number and direct you to a stagnant FAQ page that does even less to make you feel like your issue is being personally addressed. The human element makes you and your business feel accessible to your customers which goes a long way in keeping them happy!

4. To create a consistent voice

Lately, I’ve heard the term “human element” used when referring to a business’s social media. This is a powerful tool that can help you to create a consistent voice when communicating with your fans and followers. Being “human” with your audience also helps to create a distinct voice that further defines your brand.

There are endless examples of businesses that struggle to find their voice on their website, marketing materials and social media. They’re all over the place. One voice will be very formal and professional, while the other voice will be conversational. Customers like consistency because it indicates reliability. Get personal with the way you communicate and interact with your social media contacts. Engage them in discussion as a way to talk with them – not just at them. The human element requires to you get real with your audience which is a refreshing change from the old, stuffy way of communicating and will help give your brand further reach.

Why is the human element so important in your business? Share your thoughts in the comments below!

 
 

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4 Ways to Make More Money Without Raising Your Rates

full piggy bank

No matter the size or industry, there is one thing every business has in common – the goal to make more money. Once you’ve established yourself in the market and increased the demand for your goods or services, it’s common sense to slightly increase your prices as well. However, too many years of this gradual price-creep can eventually price you out of the market and lose you clients.

It’s important that all business owners realize that simply slapping on a higher price tag isn’t the only way to make more money. Instead, think strategically and put the effort into learning how you can better serve your existing customers. In doing so, you will see that there are at least four different ways to make more money without raising your rates.

1. Restructure existing contracts

At least once a year, you should sit down with each of your existing clients and review their current contracts. Foremost, you should be doing this to be sure that your services are meeting their changing needs. Additionally, this provides an opportunity to present new ways in which you can help them.

Restructuring your clients’ existing contracts by taking out the services that aren’t producing a good ROI and replacing them with new services that will gives you the ability to bundle these services with a new price tag. In the end, the client is a new and more effective package of services and you are getting a new contract that reflects your current pricing.

2. Turn one-time projects into monthly retainers

In my line of business, I have both ongoing (retainer) projects and one-time projects. I have a found a lot of value in getting to work with a client on a small, fixed-timeline project, growing a relationship with them and then suggesting ways in which I can help them on an ongoing basis.

For example, I might be hired to re-write the content on a client’s website. Seeing that this new website also has a blog section, I might suggest my monthly blog writing services to help take this workload off their hands. I’ve now created a reoccurring stream of income that has the potential to be much greater than that initial project—all without having to raise the price of my website copywriting services.

3. Work with vendors who offer a referral program

This is such a smart, but commonly untapped, revenue stream. I work with many different vendors including professional graphic design artists, printers, website designers and marketing consultants. I’ve also developed a referral program with many of these vendors.

In some cases, I receive a percentage of the total cost of services they complete for a client and in other cases it’s a one-time referral fee. No matter the structure, this is an extra source of income that isn’t billed to the client at all. It’s the value or working with vendors you know and trust and have the best interest for each of your businesses in mind.

4. Become more efficient with your time to increase your bandwidth

The reward for good work is more work, right? Well, the more efficient you can become at completing the work for your existing clients, the more bandwidth you will have to take on additional work – and earn additional income.

I’ve found that after working with any client for a quarter, I can complete the tasks quicker and with better quality. There’s a steep learning curve for sure, but once you get past that you will also become more efficient with your tasks. Whether you choose to use this extra bandwidth to take on more clients or to simply schedule in some relaxation, there is value in this time!

Bonus tip: Over deliver with quality and customer service. One of the best and most basic ways to ensure a steady pipeline of leads is to inspire your current clients to make word of mouth recommendations for your services to their network. Before you spend your time attending business mixers and networking meetings, first put the effort into making sure your current clients are fully satisfied with your work. This will make them want to talk about you to everyone they know. And not much is more powerful than a glowing word of mouth referral to a second-degree connection!

Have you used any of these ways to make more money without raising your rates? Join in the discussion by commenting below!

 

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The Value of Diversifying Your Customers and Clients

diversify-your-clients

No matter the industry, it is always beneficial to diversify your portfolio of customers and clients. Simply put, it prevents you from placing all your eggs in one basket. It also helps to keep your day to day work interesting, not monotonous.

Here are six types of clients of which every business should have at least one. Depending upon the types of services you offer, your model might best serve just one or two of these categories. However, the pros and cons associated with each present some compelling reasons as to why you should strive to diversify and spread out your clients. In the long run it will help you balance your ups and downs and achieve a valuable book of business.  Let’s take a look…

The longstanding clients

Pros: These clients have been with you since the start. At this point, you intimately understand their business needs and personal preferences. You’ve become very efficient with completing their work after earning your way through the learning curve. In addition to being good clients, they have also likely become good friends.

Cons: Being with you from the start often means you’ve also “grandfathered” them into some pretty nice pricing. Unless the scope of their work dramatically changed, you likely haven’t had the opportune time to raise your rates with them. The level of comfort and closeness within your relationship can prevent you from making firm business decisions because you value their loyalty and don’t want to do anything to damage it– even if it’s the best decision for you.

The new clients

Pros: In contrast to the longstanding clients, new clients offer you the ability to quote your prices at today’s rate – no grandfathering needed. They are also a breath of fresh air that embrace the suggestion of new tactics and strategies.

Cons: There’s definitely a learning curve with taking on a new client which is why you don’t want ALL your clients to be new at the same time. It can take awhile before the time you’re putting into this account will finally start being equal to your hourly rate. There’s also the uncertainty of “Do they like me?” or “Are they going to stick around?” that’s more certain with longstanding clients.

The big clients

Pros: Big clients (usually) mean big paychecks. They have the budget to hire you for a variety of services that allow you to showcase all that you are capable of and deliver full results.

Cons: If you should have a big client fall off, it can be devastating to your bottom line. While it’s a goal for many business owners to have fewer, but bigger clients, this will most certainly lead you to placing too many eggs in one basket. They can also be very demanding and because they’re paying you a pretty penny can expect unreasonable amounts of your attention.

The small clients

Pros: Small clients (ideally) demand less time and attention because they have smaller accounts. Their services are well scoped to adhere to their budget and as a result, it’s easier to quantify the services that are delivering the best results.

Cons: The limited scope of service can also limit the full extent of the results you achieve. While ideally small clients take up less of your time, I haven’t always found that to be the case. This can be where you find business owners who are very “hands-on” to the point of micromanaging. Their limited budget may also lead to unrealistic expectations for what you can achieve on for them.

The challenging clients

Pros: We all benefit from a good challenge from time to time. These are the clients who keep you on your toes, ask a lot of questions and may even change their own mind 20+ times before a project is complete. Alas, there is a pro in here and it’s that these clients help make you a better worker for all your other clients. They also set the standard for “difficult client” that make all others seem like angels.

Cons: These are pretty obvious. Challenging clients can waste a lot of your time and even cost you money. They can also make you feel undervalued and underappreciated. If they move from “challenging” to “disrespectful” it’s time to let them go!

The easy-going clients

Pros: Compared to the challenging clients, these clients are a welcome relief. Sometimes it’s nice to finish a project and just have someone say “It looks great!” They’re also open to new ideas and don’t question the expertise for which they hired you.

Cons: Sometimes you wonder whether these clients even really have an interest in the work you’re doing for them, because they seem to just say yes to everything. How can you not have at least one question or suggestion to bring to the table? This leaves all the planning and strategizing up to you with little constructive feedback.

Do you have a diverse portfolio of clients? What steps do you take to achieve this? Share your thoughts by commenting below!

 

 

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