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Posts Tagged ‘small business owners’

A Very Interesting Way to Learn Financial Planning Tips

November 13th, 2011
Findependence Day by Jonathan Chevreau

Hi All!

As small business owners, entrepreneurs or solo-practitioners, it’s critical for you (us!) to be smart with our finances…not only for security now, but for our retirement futures.

Because of my new book on Amazon, Boomers into Business: How Anyone Over 50 Can Turn What They Know into Dough Before and After Retirement, I’ve been sharing a lot of shocking stats lately pertaining to the dire financial situation Boomers are facing.

Here’s one worth repeating: 47.2% of Boomers are at risk of outliving their retirement savings!

Based on shocking facts like that, I was very interested in Jonathan Chevreau’s book, Findependence Day. It’s an interesting twist on a typical financial tips books. Why? Because it’s actually a novel, based on a love story, and throughout the book Jonathan shares financial tips, advice and strategies!

So, if you’re looking for a book to help you get a grip on your finances, but are bored with the standard “dry” financial advice non-fiction books out there, this is a terrific alternative to check out!

But why is Jonathan qualified to provide us with financial advice? Here’s a brief snapshot:

Jonathan Chevreau has been the personal finance columnist for the Financial Post since 1996 and for the National Post since its debut in 1998. Previously, he has authored or co-authored seven non-fiction financial books, including The Wealthy Boomer.

In September 2011, Jonathan was named by the OSC’s Investor Education Fund as one of five “Masters of Money,” where he contributes a weekly blog.

Also, here is a fun interview with Jonathan that will provide you with more info about his book and how he came up with the interesting concept:

Back in 2008, when Findependence Day was originally launched, I conducted an “Interview with Myself” posted on the Wealthy Boomer blog. This is a little trick I learned from British writer Malcolm Muggeridge when he was the writer in residence at Western’s Journalism School in 1978-1979.

I’d planned simply to repost that interview here but couldn’t find it on the web. Then I thought it was probably time for a followup interview anyway. So here goes:

Interviewer Jon [IJ henceforth]. So, Jon, isn’t it a bit late to launch a web site three years after the book was originally published?

Author Jon [AJ henceforth]. Always with the muckraking, aren’t you journalists?

IJ: It seems a logical question.

AJ: There was a web site associated with the then-publisher, Power Publishers, which was also available as part of FinancialPost.com. But it was a static site and not much changed from month to month. This one is much more dynamic and of course you can buy books from it directly via PayPal, which means most major credit cards.

IJ: That’s about the only way you can get it now?

AJ: Almost. It used to be in Chapters, its web site and Amazon.com. You may still be able to get used copies via those sites but not new ones like this site is making available. The other way is a special offer from the Financial Post, which is giving the book to new and lapsed subscribers if they sign up for a certain period of time.

IJ: What happened to Power Publishers?

AJ: They withdrew from book publishing around February of this year. That’s when I bought the remaining inventory.

IJ: How many?

AJ: Enough to make a decent dent in the financial literacy of our children and young adults if they were all sold and distributed across the country. Want to buy a case?

IJ: I was about to ask you the same thing! I notice on the back cover of David Chilton’s The Wealthy Barber Returns that you say it’s the kind of book the Task Force on Financial Literacy should distribute. Did you mean his book specifically, or yours?

AJ: Well, both. I don’t view sales of competing financial books as a zero-sum game. Take a look at the Reviews elsewhere on this site and you’ll see several comparisons to The Wealthy Barber.

IJ: Except his sequel is non-fiction.

AJ: Right, but he really started something with the financial fiction format of the original. It’s been widely imitated.

IJ: Including by you.

AJ: I don’t consider Findependence Day yet another Barber knockoff. I tried to advance the art in a way that’s never really been done before, to my knowledge.

IJ: How so?

AJ: Take a look at Jim Daw’s review flagged in the review section or in the book itself. He talked about the “twig of literature” of the personal finance novel.

IJ: Twig, as opposed to branch?

AJ: Right, that was very witty on Jim’s part and almost went over my head the first time I read it. But his point was that all those Chilton knock0ffs had what he termed “an aggravating sameness” to them. Most were “financial dumps” with a thin storyline and characterization. I agree with Jim: those kind of books are still coming out and I really had no intention of adding to them.

IJ: But you did.

AJ: With a significant new twist. I’d come up with the title and for a year was considering making it non-fiction. But like many journalists, there’s part of me that always wanted to try what I’d call a “real novel.” I’d written a practice novel right to the end and know more or less how it works: protagonists and villains, constant setbacks along the path to an overarching goal, setting, description, all of that. So I tried to weave the financial information into what I call “classic fictional structure.”

IJ: So you’d term Findependence Day

a “real” novel?

AJ: I wouldn’t go that far. It’s a hybrid of a real novel and a financial primer. In effect, it’s a financial love story. There’s conflict between the saver, Jamie, and his spender wife, Sheena. They disagree about having a monster home in the burbs or an affordable one downtown. Sheena wants investment real estate, Jamie wants to build a business. Eventually Sheena serves Jamie with divorce papers and he’s challenged with trying to reconcile these conflicting goals and desperately trying to save their marriage.

IJ: Does he?

AJ: If I told you, I’d have to kill us.

IJ: You feel that financial conflict is a major cause of marital breakups?

AJ: Sadly, yes, as Patricia Lovett Reid writes in the foreword.

IJ: It must have been challenging mixing genres.

AJ: Yes, which is why most traditional publishers avoid it. In fact, David Chilton himself told me he thought my story was “too good” in the sense that it took away from the financial content. But he’s been very supportive, as he generally is with other authors.

IJ: What do you mean by “classic fiction structure?”

AJ: Conflict is what keeps readers reading a regular novel. You have a protagonist, in this case Jamie, who has a long-range goal: his Findependence Day which is 22 years away when the book begins.

IJ: That’s a long time horizon for a novel.

AJ: Yes, which is why one reviewer called it a “Financial Pilgrim’s Progress.” But instead of being weighed down by sin like Bunyan’s character, Christian, Jamie and Sheena are weighed down by debt.

IJ: And you have a bad guy, Al Peters.

AJ: That too is demanded by traditional fiction structure. Because the hero can’t just get what he wants every time a scene opens or the reader would stop reading. So Al frequently thwarts Jamie, especially when they become business partners. When you break down the book, you’ll find maybe 60 sections. In each one, someone has to have a goal and — here’s the key — he or she must FAIL to achieve that mini-goal by the end of the section. Then they have to have a new goal in the next section.

IJ: Give us an example.

AJ: Sure. Early in the book, right after the TV show where the host badgers Sheena into tearing up her credit cards, there’s a scene where Jamie goes down the elevator with the financial advisor he met during the show, Theo. Jamie’s goal in that scene is to convince Theo to help him by becoming their financial advisor. But the fiction format demands that Theo refuse his request, which is what he does. He says “come back in a few years when you’ve eliminated your debt.”

IJ: And so his next goal is to find someone else who will be his advisor while he’s still in debt.

AJ: Right, which is how he comes upon the old hippie in the vinyl record store, which ultimately sets the plot moving in a new direction.

IJ: All this while trying to insert financial tips.

AJ: Yes, which is why the financial bits are always short: the moment I feel the reader may get bored, or myself as the writer, it’s time to move away from the financial instruction and on to the next aspect of the story. The result is that even if you’re already pretty financially literate, you may keep reading. Check the review from financial blogger Michael James, who could probably write all the financial bits himself in his blog. But even he admits the story got him “hooked” after the first third, and then he read the last two thirds all at one sitting some lazy Sunday morning.

IJ: There’s room for a sequel?

AJ: Maybe. I’d thought of following the daughter, Michaela, by doing a “next generation” followup. But I won’t attempt it while I’m still working full time.

IJ: So when you reach your own Findependence Day?

AJ: Precisely.

IJ: Guess that’s all the time and space we have, Jon.

AJ: I know the drill, JC. Always a pleasure.

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Reverse the Risk and Explode Your Profits

October 23rd, 2011

Jim Palmer: The Newsletter Guru

Hi All!

The following guest blog post is courtesy of Jim Palmer who is internationally known as The Newsletter Guru. Jim is the premier go-to resource for maximizing the profitability of customer relationships.

So without further delay, let’s jump into his informative article, “Reverse the Risk and Explode Profits”:

I have a question for you. Why don’t more of your customers or prospects buy from you? If your answer is “because of price,” you’re probably wrong. I coach a lot of entrepreneurs and small business owners, and when our discussion turns to reasons for not buying, invariably the excuse is price. “My customers don’t say ‘yes’ more often because of price.”

In reality, customers don’t say “yes” more often because of skepticism, or lack of trust or perceived value. It’s what Zig Ziglar emphasizes as one of the five obstacles to a sale: no trust. Lack of trust is probably the biggest obstacle between your company and a sale. It’s rarely price. The reason more of your customers or prospects don’t buy from you is that you haven’t done enough to build your customers’ trust in your products or services.

Why the 30- or 60- or 90-Day Warranty Is Not Enough!

You’ve heard of Murphy’s Law: Anything that can go wrong will go wrong, usually at the worst possible moment. Well, there’s another variation of that, and it goes like this: The product will cease working exactly one day after the warranty expires. Enough of us have had that exact experience that it lends credence to the veracity of the law. We all take those 30- or 60- or 90-day warranties with a grain of salt. It makes us skeptical consumers.

Your customers are no different. They’re wondering, “What if it doesn’t work? What happens when it fails? What if I don’t get the result I was expecting?” They may be on the fence about buying from you. You’ve done a lot to move them to consider buying from you, but they’re thinking, “Yeah, I kind of like it. It sounds like it will solve my problem. I think the price is fair, but what if . . . ?”

Get rid of the “what if,” and you can close the deal. It’s easy to do. Easy? Yup. All you have to do is reverse the risk. Risk reversal means that you, the business owner, assume all the risks associated with purchasing the product (or service), so it’s going to work to your customers’ satisfaction. If they’re on the decision fence and have nothing to lose, they’re going to buy.

Let’s be clear—square one is that you must offer a high-quality product or service. That’s a given. It’s a no-brainer. Some of my coaching clients assure me that they do (and I believe them), and then they go on to tell me about their 30- or 60- or 90-day guarantee. That sort of offer simply makes people skeptical because we’ve all been burned by that warranty version of Murphy’s Law. What happens after 30 days? What happens after 60 or 90 days? When prospects wonder about that, they’re going to be hesitant to buy. You haven’t gotten them over the trust hurdle.

The L.L. Bean Approach:

“Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us at any time if it proves otherwise. We do not want you to have anything from L.L. Bean that is not completely satisfactory.”

As the story goes, a woman returned a pair of boots after fifteen years because the sole had worn out. She thought they should have lasted longer. They were replaced, no questions asked. That’s a rocksolid, stand-behind-your-product guarantee.

A super strong guarantee shows that you are supremely confident in your belief that your products and services do what you say they are going to do. It should be paramount in whatever you sell in the first place. So if that’s true, and if you are supremely confident, then give an ironclad guarantee. You have nothing to lose, and everything to gain—sales and higher profits. Your ironclad guarantee is just what your customers need to increase their trust and lose their fear of risk. When they have nothing to fear and nothing to lose, they have no reason not to buy.

Your super strong guarantee needs a few things to really make it work. First, it has to have a specific name, and when possible, the name of your guarantee should be associated with the benefit of your product and the degree to which you back it up. Second, it needs a specific logo. A lot of entrepreneurs use a seal in conjunction with their guarantees, and that image resonates with customers. It’s like the Good Housekeeping “Seal of Approval.” That seal, and the guarantee behind it, have been around for more than one hundred years. The Good Housekeeping Research Institute tests products and only offers the seal on those that pass its strict standards. It’s an ironclad, rock-solid guarantee. Consumers know they can rely on the product if it has the seal. They can trust it!

Jim Palmer is internationally known as The Newsletter Guru, the go-to resource for maximizing the profitability of customer relationships. Jim is also the acclaimed author of The Magic of Newsletter Marketing – The Secret to More Profits and Customers for Life and also Stick Like Glue – How to Create an Everlasting Bond with Your Customers So They Stay Longer, Spend More, and Refer More, and The Fastest Way to Higher Profits – 19 Immediate Profit-Enhancing Strategies You Can Use Today. Learn more about Jim and all his programs at: www.NewsletterGuru.TV.

 

 

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Why Google Places Can Help You Attract More Clients: Online or Offline

September 27th, 2011

Hi All!

The following article is a Guest Blog from Cindy Morus and Christine Wood, Co-founders of BizFinder Local (.com). They help businesses, offline and online, get more customers with the latest technology and online marketing tools, including Google Places.

And in this easy-to-follow article they are going to explain what Google Places is and why you need to take it seriously!

Why Google Places Can Help You Attract More Clients: Online or Offline:

Search for your business on a mobile device and click on everthing that comes up (if nothing shows up, you’ve identified your first problem). Does it look like you’re active and “open for business?”

One of the first things you should see is a listing of 7 Google Places entries. Are you there?

What is Google Places? It’s a huge directory of businesses created by Google. These free place pages are available for both online and offline businesses, and show up when you search for a business.

Even though you mostly serve clients outside your geographic area, are you willing to work with local customers? Then you need a Google Places page!

Virtual Businesses and solo entrepreneurs qualify for a Google Places listing and “puts you on the (Google) map!” If your business doesn’t have a place page your are missing out on a huge opportunity and it’s easy to get one for your business! Imagine having Google promoting  your services to everyone who lives in your area (even if you don’t have any articles and blog posts out there)!

Local and Mobile searches are at the top of Google’s priority list. Did you know that 82% of local searches result in offline action (a visit, a phone call, a
purchase!)? And 70% of computer searchers act within 1 week of the search? Those stats are proof that you should make your business easier to find with a Google Places page.

More people search for businesses online than anywhere else, so don’t miss out on this opportunity to be credible to local customers!

And if you’d like us to do a FREE Google Places evaluation for your business to see how you show up in the search results, contact us today! Many clients who come to us do NOT show up in a Google Places search and that means they are missing out on attracting new business.

Thanks, Cindy & Christine! Great info and great offer!

Lisa

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Experts Share Great Tips for Using Videos for Marketing

August 08th, 2011

Hi All!

I came across this terrific article on SocialMediaExaminer.com, written by Cindy King, entitled: “29 tips to make Your Video Marketing Easy“.

Basically, if you are a small business owner wondering how you can begin to use, or more effectively use, short videos in your marketing mix, and you’re on a limited budget, you don’t want to pass up these great tips!

Cindy interviewed experts to share some helpful tips to improve your efforts and strategies. Here are a few of the tips shared, and you can read the entire list of 29 by CLICKING HERE!

5 out of the 29 tips:

Chris Garrett @ChrisGarrett

#1: Try video now

My biggest tip is to try video out, see if it works for you. I resisted video for so long due to my shyness, but when I did put some videos out there my audience reacted so warmly (and forgiving of my goofs) that I wish I had tried sooner.

You don’t need professional gear, expert editing skills and software, and you don’t need a fancy script. You don’t even need to be super-confident in front of the camera.

Just make a good point and deliver content people can use and enjoy. There is no time like the present. Get started!

Chris Garrett, author of the popular blog chrisg.com.

Kristi Hines @kikolani

 #2: Use Google Search Stories if you’re shy

If you’re shy about videos and not ready to put your face (or voice) on camera, there are still options!

My particular favorite is using Google Search Stories to show viewers your best online properties by simply searching for them. You can see mine below that highlights my blog and guest posting contributions.

If you’re having a hard time getting particular results to show up, use some more advanced search queries. For example, one of mine was Kristi Hines site: socialmediaexaminer.com, which showed results with just my posts here on Social Media Examiner.

You can get really creative too, incorporating results from Google image, maps, news, blog, product and book search to feature photography, a business location, blog posts, stuff you sell and books you have written!

Kristi Hines, author of the popular blog Kikolani.

Stephanie Gehman @airport_girl

#3: Find your company’s best cheerleader

Find your internal cheerleader to be the person you put in front of the camera. Your marketing and sales professionals are not always the most likely candidates to be the star of your company/brand’s videos.

Consider the person in the office who encourages and has a smile for everyone, as his/her natural exuberance may be just the on-camera talent you’re looking for!

Stephanie Gehman is marketing manager for Harrisburg International Airport in Pennsylvania.

Lewis Howes @LewisHowes

#4: Start publishing regularly

Video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness all from the power of video. There are a number of tips I could share, but the best one is easy. Simply put, it’s important to start publishing video on a consistent basis.

Don’t worry about what camera to use (I use the reverse camera on my iPhone often) and don’t worry about editing it to make it look perfect (the “mess-ups” will make you look more genuine and real) as the most important thing is to simply get your message out there on video.

Start with shorter 1- to 3-minute videos that educate your audience, then as you get more comfortable, you can make them longer or do more editing, but for now, the best thing you can do is take action and produce videos on a consistent basis.

Lewis Howes, author of a popular blog and soon-to-be-launched Video Traffic Academy.

Neal Rodriguez @notifyneal

#5: Be transparent and authentic

You want to be as transparent and authentic as you can be when expressing yourself on video; talk with a naked tongue.

I have generated business through video by communicating passionately and honestly on the topic of social media marketing. I have touched on topics and tactics that other people with whom I operate don’t discuss, like the successful use of social bookmarking platforms like Digg, Reddit and StumbleUpon.

Success with such platforms is perceived as black magic by most social media marketers and strategists, but I have communicated how I have been successful in detail through video.

The other critical component is the marketing of your videos. I have developed relationships by helping other bloggers and webmasters in my niche, who have allowed me to post guest contributions on their websites. This way, a proportion of people who visit another website will visit mine, and a proportion of people who visit my website linked from the guest post will subscribe to my email list, RSS feed, Twitter, YouTube, Digg and Facebook digital assets.

Once you have built a community of engaged friends with whom you keep in touch through social channels, some of these people will help you promote your content by sharing it on social media, buying your products or services, or referring you to somebody who will buy your products or services.

Neal Rodriguez is an online marketer who teaches companies how to use social media marketing.

OKAY! There are 5 tips to get your head around using video in your marketing mix. But don’t forget to check out the other 24 ideas and strategies that Cindy compiled.

Cheers & Happy Marketing!

Lisa

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5 Things Your Freelance Sales Writer Must Deliver

July 18th, 2011

Hi All!

The following blog is a guest post courtesy of Debbie Feldstein, a freelance non-fiction writer based in New York City.  For more than 20 years, she has provided imaginative, unique, and persuasive copy in the form of press releases, brochures, sales letters, and autoresponders.  She has authored dozens of books, reports, and articles on effective sales and marketing.  Among her ‘best sellers’ are How to Use Social Media Marketing to Attract More Prospects, Make More Sales and How to Create Information Products.  For more information, please visit www.creativeblocks.com or send a message to oddball@creativeblocks.com.

Plus, I can personally vouch for Deb’s talent because she has been the Editor for my 3 books! She really is fabulous and great to work with.

Okay! Let’s jump into Deb’s article:

5 Things Your Freelance Sales Writer Must Deliver

The Internet makes it easy to find and hire freelance copywriters.  But the question many entrepreneurs and small business owners face when they want to outsource their copywriting needs is this:

How do I know which copywriter to choose? (My short answer is ‘Choose ME,’ of course.)

If you don’t know anything about the product you’re buying, then it’s tough to get a good deal.  For example, if you don’t know diddly about cars, you may end up buying a Yugo instead of a Mercedes.

One way to ‘look under the hood’ of a potential hire that you want to handle your business writing is to ask them in their proposal if they know (and can deliver) the 5 essentials of a good sales message.

Anatomy of a Conversion-Oriented Sales Message

Whether it’s an advertisement in the Sunday paper, a postcard, an online sales letter, a television commercial, or even a flyer stuck under the wipers of an automobile, an effective pitch always includes these elements.

To assess skills, ask your copywriter to provide portfolio samples of:

***Headline – A headline should be unique, powerful, and convey the biggest benefit of using a product or service.

***Body Copy – The body copy should be an emotionally compelling recitation of what the consumer will receive and needs to do.

***Social Proof – Testimonials and endorsements, prove that an offer is what you claim.  The problem is that many testimonials and long and rambling.  (Ask your copywriter for a sample of a before-and-after testimonial that he/she has edited.)

***Guarantee – Guarantees should remove risk so that the consumer has no fear of disappointment.

***Bonus – Offering something of additional value (“But wait, there’s more!”) should transform a sales offer from ‘good’ to ‘irresistible.’

***Urgent Call to Action – Procrastination kills profits and, unfortunately, prospective buyers may be likely to put aside offers to act upon at a later date.  Ask your copywriter for an example of a statement that tells a consumer how to place an order, with an incentive for them to act quickly.

Important note: When asking for a sample of these various elements, it is appropriate to request something from the writer’s portfolio.  It is NOT appropriate to ask your as-yet-unhired writer to do work ‘on spec’ and deliver samples based on your specific project.

Unscrupulous entrepreneurs (and you don’t want to be one of THOSE) sometimes ask numerous copywriters to provide on-spec samples.  Then they simply cobble those samples together to create their own sales message, without paying any of the writers whose creativity they are pilfering.

Your prospects are waiting for you.  And so are the talented copywriters that can help you turn those prospects into buyers.  Go for it!

Thanks, Deb, for the great advice!

Cheers & Happy Marketing!

Lisa

 

 

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Ten Common Mistakes Writing a Business Plan

June 28th, 2011

Hi All!

Inc. Magazine (online version) published a great article entitled: Top 10 Mistakes Entrepreneurs Make When Writing A Business Plan.

I’m going to keep this post short because you can click on the article  link to read the details. But I will say that I am amazed at how many new clients come to me (small business owners, coaches, consultants, etc.) who are launching a new business, or currently have one, but never drafted even a basic Business Plan. It’s a step many people want to skip but it’s critical to the success of their company!

You wouldn’t sail around the world without a map as your guide…why would you invest your money, time and energy into starting or running a business without a road map to guide you?

That said, here’s the short overview that sets-up the article:

Writing a business plan is often a crucial first step to getting your start-up off the ground. A good plan can help you raise money, recruit members of your management team, set your marketing strategy and, perhaps best of all, refine your thinking. A plan riddled with errors? That can sink you. Here are 10 mistakes that entrepreneurs frequently make when crafting their business plans, according to Akira Hirai, a consultant in California who advises start-up companies on elements of business-plan writing, including competitive analysis and financial forecasting.

Click here to read the Top 10 Mistakes now!

Cheers!

Lisa

P.S. Visit my Fan Page for more marketing, branding, PR, sales, social media and business building tips and resources!

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Lisa Orrell Voted “Top 30 Brand Gurus in the World”

June 01st, 2011

Hi All!

Okay, so I have some cool news to share, therefore this post is a bit self-serving…but I can occasionally share news about me, and not just helpful tips, on my own blog…right???

Here’s the news I wanted to tell you about…it’s the actual Press Release that was deployed on PRWeb.com:

Lisa Orrell, Branding Expert and Marketing Consultant, Recently Voted “Top 30 Most Influential Brand Gurus in the World”

Voted on by over 22,000 industry peers and business professionals, Lisa Orrell makes BrandGurus.net’s prestigious Top 30 Brand Gurus List along with other globally known marketing experts, such as: Stephen Denny, Martin Roll, Sally Hogshead and Dan Schawbel.

Lisa Orrell, The Promote U Guru, is a well-known 20-year Branding Expert, Marketing Consultant and Certified Success Coach who works with small business owners, entrepreneurs, entertainers, professional and aspiring speakers, and book authors. And, based on her track record, she was recently included on BrandGurus.net’s “Top 30 Most Influential Brand Gurus in the World” List. According to BrandGurus.net, the winners who made their final Top 30 list were voted on by more than 22,000 industry and business professionals around the globe. 

“I didn’t even know I had been nominated to be considered for this list. Apparently they had a rather large list of candidates and then put it out to their industry database and social media networks for voting,” explains Lisa Orrell. “I wasn’t notified until the Top 30 List had been selected, so it was a total surprise! And, after looking at the experts who were on there with me, I realized I was in great company. I actually know some of them personally or I have read their popular business and branding books.”

Aside from coaching and consulting with clients, Lisa is also the author of 3 business books: “Millennials Incorporated”, “Millennials into Leadership, and of her highly anticipated new one coming out in August 2011, “Boomers into Business: How Anyone Over 50 Can Turn What They Know into Dough Before and After Retirement”. And, as a professional speaker herself, Lisa conducts popular workshops and seminars on Personal and Business Branding, Marketing, PR, Publicity, Social Media, Book Marketing and Publishing, and launching a Speaker Platform.

“I think Lisa totally deserves to be on that list,” says one of Orrell’s clients, Stacey Vulakh, a Time Management Coach, founder of the Timestyle Time Management Approach, aspiring author, and professional speaker. “She has been amazing at helping me create my branding and positioning, launching my coaching and consulting business, building my speaker platform, and helping me develop the concept for my first book. Lisa is so good at what she does…it’s what she’s done her entire professional life!” 

Because of her vast business experience and notoriety, Orrell has been interviewed by, or written articles for, a wide variety of media, including: ABC, MSNBC, NPR, The Wall Street Journal, NY Times, U.S. News & World Report, Cosmo, China’s Her World Magazine, BNET.com, WomenEntrepreneur.com, and countless others. Plus, aside from being selected for The Top 30 Brand Guru’s List, Lisa is also the recipient of over 75 national and international awards for marketing, creative and strategic excellence.

People follow Lisa’s business insights, tips and advice on Twitter @PromoteUGuru, through her Promote U Guru blog, and on her Facebook Fan Page: Facebook.com/PromoteUGuru.

For media inquiries, to contact Lisa about her services, or to have her speak at your next Professional Association event, contact her at: Lisa@PromoteUGuru.com, phone: 408-340-8789, website: PromoteUGuru.com

OKAY! So that’s the cool news I wanted to share!

Cheers & Happy Marketing!

Lisa

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How I’m Celebrating 2011 National Small Business Week

May 16th, 2011

Hi All!

This week, May 16-May 20, is National Small Business Week! It’s an annual event, mandated by the President of the United States, and was started in 1963 to pay tribute to all the small businesses across America each year (now totaling 27.2 million in 2011!).

Other quick factoids: More than half of Americans either own or work for a small business, and small businesses also create 60-80 percent of new jobs in the country…so we contribute to the economy big time!

And, because I coach and consult with small business owners, coaches, consultants, speakers and authors, and I see how much they struggle with their branding, marketing, PR, sales, book marketing, and/or social media strategies (prior to hiring me, of course!), I wanted to celebrate this annual event by providing you with a special offer to help your business succeed.

Special Offer Details:

– Receive a 15% discount on ANY consulting package that I offer. I provide a wide variety of package options ranging in cost so you are sure to find one that fits your budget!

– In addition to the special savings, I will also ADD one “bonus” consulting session to any package you choose!

– This is limited to the first 5 people who contact me by the end of this national event (by Friday, May 20th).

So if you are struggling with your branding, marketing, PR, social media, sales and/or book marketing efforts, contact me right away. I can also help you develop a “topic expert” personal brand platform to attract paid public speaking opportunities and media interviews…I help most of my clients with that!

Again, this is limited to 5 people and you need to contact me by May 20th. Just send me an email or give me a call and I will email you my complete Services & Options Overview Package. Contact info: Lisa@PromoteUGuru.com or call 408-340-8789.

Let’s get your brand, business and bottom-line booming in 2011!

Cheers & Happy Marketing!

Lisa

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How to Write Articles for Branding and Web Traffic: Part One

March 07th, 2011

Hi All!

A very powerful strategy for building your topic expert brand positioning, and for driving traffic to your website, is to write articles and submit them to online article distribution services. Some small business owners also choose to do this for additional income (because there are some article services and media that will pay for your articles), but many experts don’t do it for pay; they write articles for the 2 other key reasons I mentioned.

In Part One of this 2-part series I’d like to outline 12 ways to make your articles compelling and how they can become significant traffic-drivers to your website.

I’ll then conclude this 2-part series next week by providing you with a list of some popular online article submission and distribution services that you can use to get your articles distributed to the masses.

12 Ways to Create Articles for Brand Building: 

When you write interesting articles in your area of expertise, it immediately positions you as an expert in your field. It also gives you the opportunity to showcase your knowledge and this can attract clients to you, as well as attract media interviews for you. But, if you’re not a great writer, don’t panic! You can hire ghostwriters (inexpensively) who will write them for you, and you can simply provide them with the topics you think will benefit your target audience.

However, regardless of whether you write the articles or someone does it for you, here are 12 tips for making them compelling and a valuable marketing tool for you:

  1. Grab The Reader’s Attention Fast: Make sure to create an interesting title for your article, and you can even make it a thought-provoking question. Also, in your opening paragraph set-up the “pain point” you’re going to solve and why it’s important to them. Writing articles that will solve a problem for your target audience is a great strategy for the angles you develop.
  2. Keep the Articles Simple and Easy to Understand Quickly: People want to read quick-hit information that they can grasp fast and benefit from. So make sure the articles you write provide good, helpful information and are written in a succinct style. A good way to achieve this is to use bullet points or numbered points so that your key messages and tips are easy to reference and follow. Having your key points “buried” in paragraphs will make it frustrating for your readers.
  3. Add Keywords for Online Search: Your articles will be posted in numerous ways online and will often be found by people doing keyword searches on your topic matter. So you want to make sure that you use the Google keyword tool that I mentioned back in the chapter about writing an effective Press Release, and add those popular search terms in the body of your articles. I know many experts who rapidly increase their search rankings because of writing articles, and oftentimes their articles start ranking higher in search results than their main websites do. Therefore, you want to implement this strategy!
  4. Make Your Articles Short: You don’t need to write super long articles to make them good. This is about quality not quantity! Most articles that I, and other experts write, are around 400-700 words. Keeping them short not only makes it easier for your readers but makes it easier for you to write them on an on-going basis.
  5. Don’t Pitch Your Services and Products: When you write articles it’s only about providing helpful info to your target audience. It is not about making your articles big infomercials to pitch yourself and/or your products. If you write good articles that people truly learn from, they will typically want to learn more about you and they will visit your website. The fastest way to kill your credibility and lose a potential “fan” is by trying to sell them on something in your article content.
  6. Be Yourself in Your Writing Style: Conveying yourself as likeable is important! If you’re a fun person, be sure to bring out your personality in your articles. This is the same advice I give to clients who hire me as a coach and consultant to launch their speaking careers! Don’t be one person on the stage and another person off stage. People can see through that because you’re not being authentic. And when you write articles, it may be the FIRST contact anyone has with you; even before seeing your website. So you want to make sure who you really are comes through in your writing. A good example of this is my writing style. I write in a very conversational way, and write very close to how I speak. I’m not afraid to add in sarcastic comments, casual verbiage or silly phrases to anything I write because that’s “who” I am…and I want my readers to get to know “me”!
  7. Don’t Quote Other Experts: The purpose of your articles is to showcase you; not someone who could be a competitor. You normally only want to quote other people in your articles if their information really adds to your message and content quality. Sure, you can quote stats and research results from studies you find, but try to avoid quoting or mentioning other experts who are similar to you.
  8. Offer Your Articles on Your Website: When I submit articles online, I also add them to my website, in Word, so that people can download them to use as content on their blogs, ezines, websites and newsletters. And, on my article web page, I clearly state they can use my articles as long as they are shown in their entirety, and the short bio about me provided at the end of each article is included. I also ask that they send me a link to it when it’s used. Millions of people are constantly seeking for content and understand they have to source the author who wrote it. This is great for driving their traffic to you!
  9. Create an E-book: Once you have several articles done, you can also compile them into an e-book and either offer it as a free gift on your website (as long as people provide you with their contact info to download it), or you can sell it. Either way, this is a good strategy for creating simple products and for building your contact list.
  10. Write Them Consistently: If possible, try to write and submit at least one article per month online. I know experts who do one-per-week because they receive so much benefit from doing so, but that may be tough for many of you. Start by writing a few, and after you get the hang of it and start developing a “formula” for cranking them out (or hire a ghostwriter to do them for you), you can start to increase how many you publish monthly.
  11. Share Your Links: Many article distribution services will create a web page for your article that will be found through online searches. You’ll have a unique url for your article’s page and can share that link to drive traffic to your article on Twitter, Facebook, LinkedIn, and in emails to your contact database.
  12. Embed Links in Your Articles: When you write an article, make sure to have certain words or phrases that have hyperlinks to pages on your website, your blog posts, Twitter page, Facebook page, and/or to other articles you have written and that are posted online. Just make sure the links take them to info that is relevant to what you’re writing about and to points you are making.

Okay! Get started on creating a list of article topics that will interest your target audience and showcase your topic expert knowledge. And be sure to read Part Two of this series for services that can distribute them for you to obtain massive website traffic and readers!

Cheers & Happy Marketing!

Lisa

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4 Steps to Leveraging Other People’s Audiences for Big Exposure

January 14th, 2011

Hi All!

I saw the following blog post on ByBloggers.net (an amazing resource for learning effective strategies to create and market digital products), and received permission from them, and the article’s author, to share it here. It’s loaded with great information to help you expand your brand to the followers of other bloggers and online broadcasters (ie: People with podcast shows) who have large audiences.

No need for me to go on about this topic…author, Mike Tiojanco, does a fine job on his own! But before you dive into his info-packed article, here’s some info about Mike: He is an entrepreneur, blogger, and partner at BlogcastFM Premium. In January, he is launching his new project, 8 Hour Rebellion, aimed at helping people break out of the 9-5 and live a life free from the chains of an office desk (so he can spend more time with his wife, two kids, and Xbox360). And you can follow him on twitter: @mtio.

So, without further delay…here is what Mike has to say about:

Leveraging Other People’s Audiences

Most entrepreneurs are familiar with the concept of using leverage to make money.

Use other people’s time (OPT) or, more commonly, other people’s money (OPM) to push your business.

However, when I launched a membership site, it wasn’t OPT or OPM that made it a success.

It was OPA. Other People’s Audiences.

Anatomy of a Partnership

Last November, I helped launch BlogcastFM Premium – a membership site that helps people take their blogs to the next level.

None of that would have happened without a partnership between myself and the BlogcastFM founders, Srini Rao and Sid Savara.

Let’s go step-by-step through the partnership/joint venture (JV) process as I experienced it:

1. Build Your Network

Way back in February I heard about a new podcast series that was launching – BlogcastFM. I had been reading Sid’s personal development blog and following him on twitter. I was just starting my own blog at the time, so the podcast content was perfect for me.

I ended up following Srini on twitter and reading his blog.

A couple posts into my blog I shot him an email asking him to take a look. He was kind enough to take few minutes to check it out and give me some feedback.

I kept in contact with him via twitter, and eventually pitched him on my very first guest post.

At the time I had no clue that these initial contacts would turn into a partnership, but at the time I was just looking to connect with people who were doing what I wanted to be doing.

The takeaway: Work on building your network early and often. Many successful bloggers advise that you spend 50% of your time writing content and 50% of your time networking.

2. Listen to People’s Needs

Like I mentioned before, I am a devoted listener of BlogcastFM.

I listen to just about every episode the day it comes out, sometimes more than once (I’ve got a 45 min. commute).

After listening to that many episodes, a common theme appeared.

In just about every episode, Srini commented, “If I could put into action the ideas I get from every interview, my blog would be way more successful than it is.”

So even Srini, the host of the podcast… the interviewer himself… needed help pulling the best tips out of every interview and figuring out how to implement them.

Surely their audience was having the same issues.

I could help with that.

The Takeaway: Find something that someone’s audience needs that the blogger doesn’t have time to create (or has no interest in creating).

Dave Navarro did this with Naomi Dunford’s audience.

Her audience at ittybiz.com consists of small online business owners. She offers marketing and business development advice – a lot of which is focused on creating ebooks and other digital products. However, her material didn’t really focus on how to launch the ebook once it was created – Dave’s specialty.

Before partnering on “How to Launch the **** of Your eBook,” Dave Navarro was mostly unknown. It was the partnership with Naomi that put him on the map.

3. Pitch the Idea

Back in September, I approached them with an idea for the product – a membership site offering action worksheets for each of their 100+ interviews on BlogcastFM.

They said yes.

I think what really put them over the edge is that I provided a sample of the product – an action worksheet for the interview with Sean Ogle.

This let them see exactly what I had in mind, as opposed to an abstract description in an email.

The Takeaway: Don’t be afraid to pitch the idea. After my pitch, the feedback the guys gave to me was that this was something they really wanted to create for their audience, but they didn’t have the time to do it themselves. Worst case scenario, they pass, but now you’re really on their radar.

The last step:

4. Make Them Love You.

This is something I’m still working on, and will continue to work on as long as BlogcastFM is around.

Do the best work you can.

Make them feel lucky to have you on their team.

Remember, your work is a reflection on their reputation.

The Takeaway: After someone says yes, provide the best work you can so that they feel that the partnership was the best business decision they ever made.

Like I said, I’m still working on this one. I had some family issues that prevented me from doing this over the past month or so, but you better believe I’m going to work my tail off showing them that this was the right decision for them.

That said, I’ve got some interviews to listen to and some worksheets to create…

BIG thanks to Mike, and to Jonathan, founder of ByBloggers.net, for allowing me to share this! GREAT ADVICE and useful info!

Cheers & Happy Marketing!

Lisa

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