4 Steps to Attracting Your Ideal Clients Without Having to ‘Sell’

Alyssa - Marketing attraction - ideal clients with ease

It’s so exciting! You get a new lead, either in a call or an email, and they want to hear more about services.

Not only that, they are excited and ready to work with you! They’ve filled out your workbook, they know you are the one to help them and they are wondering when you can meet to start the project? Your new lead is already ready to work with you!

When can they start?

Alyssa - Marketing attraction - ideal clients with ease
Attract your ideal clients, the ones you are meant to work with!

Does that sound like your situation? Or is your reality a little different from that?

When you are not in alignment with your clients and their pains/challenges, the process of getting a new client can be a painful process.

There is doubt, fear and pain in the process.

You find yourself struggling to ‘convince’ your clients that you are the best one to solve their challenges.

You find that they could work with you, but it isn’t really an ideal fit of your services and their needs. Maybe they’re a low-level client who is more concerned about cost than the value of what you provide, and every step to move forward seems to be a struggle.

What if it could be different? Because it can be. You may find that I talk a lot about your ideal client and their pain points…because that is what matters. In the end, it is all about them. Not you, the business owner.

Do you understand THEIR pain/challenge?

How can you solve THEIR challenge?

How can you bring THEM to a place of success or relief?

4 Steps to Working With Your Ideal Clients Without Having to ‘Sell’

  • Be in the right energy
  • Understand your client
  • Simplify your message – less is more
  • Get found (SEO)

Be in the Right Energy

This is so important both when you are creating your content and message, but also when you are talking to a potential client.

However, being in the right energy relates to you in all aspects of your life. Being in the right energy for your business means that you are in a state of attracting your ideal clients, you have created a space and energy for them and know they are there to arrive.

This may sound a little bit too ‘woo’, but the truth is that vibration and energy affects all areas of your life. Through quantum physics, the space you create is what you will attract. If you are worried about price or money, you will attract clients with a similar mindset. If you are acting in negativity and fear, you will attract what you are focused on…your fears. Which is often lack of clients and lack of money.

Being in the right energy can sometimes be easier said than done. The quickest way to get back into a positive space so that you can write content, or jump into an initial client consultation, is to stop, take a few breaths and meditate. Journal and write some of your wins or gratitude for the day. Do some jumping jacks, build some endorphins. Whatever you need to feel an elevated emotion to be attracting what you want.

The best thing to do is to take 5-10 minutes to get into a happier state before starting any client facing activity.

Understand Your Client

From that more positive state, you can then create content from a position of serving your ideal customer. The key to growing your business successfully is understanding your clients and how you serve them.

Your content on your website, brochure, business cards, posters, etc, that you use to help your clients find your business, all matters.

From a marketer’s perspective, I know how sometimes the hardest challenge is writing your own content. I find that it takes me longer to pinpoint the message for myself, the message that I can just intuit for my clients in a moment. You’re not alone and if it feels like you’ve reached the limit of your ideas in marketing, find another business owner to brainstorm with, or hire a marketing consultant (me!) to help take it off your plate.

Simplify Your Message – Less is More

When you know your client’s pain point, state that explicitly. The faster you get to the point and the truth of what they are looking for, the faster they can make a decision to work with you.

It’s ok to have explanations of what you do…to a limit. In the end, your client wants to know that you understand their problem, and can help them. That’s it. Proof of how you help them, through stories and client testimonials shows them how you create results.

Make the decision process easy for them so that they don’t have to wade through your website looking for what they actually want.

Get Found (SEO)

While SEO isn’t the only way to raise your business visibility, it is a huge part of your business if you have a website. In having the correct content, your website can work for you to close your sales before you even meet with your potential client.

SEO is about creating a website (and content) that clients are looking for, and then having search engines (such as Google) put your content at the top of search results as the most relevant, therefore increasing the chances that your website will be clicked on.

When you have fully integrated these first 3 steps, the final step of being found will just work for you.

What would your ideal lead generation look like? Would it be three new leads each week? Twenty? One hundred? Thousands? It all depends on your business and the products or service you sell, but creating the right process for your customer makes it simple for them to see that you help them.

I enjoy having fewer leads with an extremely high closing rate, rather than a lot of leads to weed through to find my ideal clients.

Contact me for a free marketing consultation to explore where you are doing well and also where you would like to be doing better. Let’s chat!

Effective Website Design & When To Redesign Your Website

Small Business Website Redesign Tips

A large part of my business throughout my career has been websites, because websites are such a powerful way to share your business with the world without taking up your time.

Several of my clients have used the space that COVID created in their business to revisit their marketing and redesign their website.

One client had their WordPress website since 2016. We explored updating the content for marketing purposes, but they are using a website template where the programming is out of date, the content was not targeted to their ideal target market and the website no longer matches their brand.

In addition, as we were exploring the idea of designing a new website, their old website stopped working due to differences in the plugins and technology; this cemented the decision to go fully into the new website rather than repair the old one.

Does this sound like your website? Here are some tips on what you should have in your website to ensure it is effective.

I’ve never really had to teach clients the value on why to have a website, but there are often a lot of questions on the what with website design.

What to Choose in Your Website Design

The four main elements that go into website development to create a powerful and effective website are:

  • Graphic design (or your actual website design process)
  • Content
  • Programming
  • Search Engine Optimization

Graphic Design and Your Website

The first steps in creating a unified brand are ensuring that your brand coloring and style is brought into your website. If you are just starting out, this website design process may be part of your brand development process, whereas with existing businesses, it is more about maintaining brand consistency.

I prefer to work on completely custom website designs, so that I control this process from the very beginning, and then custom program the website to fit my designs. However, I do work with clients on their chosen template or template platform if that is their preference.

(Marketing) Content and Your Website

One of the biggest holdups with websites is the content. I share this with my clients so that they know ahead of time, if they choose to write their own content. For those who choose to hire me to write (or edit) their content, the process goes much faster!

The content on your website is important and should be written for your viewer’s benefit, not to just explain who you are and what you do. Is your website content targeted? Do you have a call to action? Do you direct your visitor to the areas of the website that would be most helpful to them? All of these are questions I ask, or items I plan for in a website development project.

Programming and Your Website

The first step to programming your website is choosing the platform you want it to be on. WordPress is one of the most commonly used platforms due to it’s flexibility and capabilities, but it has drawbacks as well. Other common platforms are Wix, Squarespace and other website builder options.

I direct each client based on their unique needs, but most commonly steer towards either a WordPress or a Wix website due to their features and benefits.

The next step to programming is developing a website that fits website compliance, ADA compliance, is streamlined for fast loading times while still implementing the elements of the design, and is optimized for search engine optimization. Programming the website is the most intricate part of a website project, and where the most common unseen problems can happen.

If a website has a poor design, or poorly written content, you can tell, whereas programming it is harder to tell unless you know what to look for.

Programming requires a lot of knowledge, and implementation for best practices to suit all other elements of the website development process.

Search Engine Optimization and Your Website

Also known as SEO, this is probably the most talked about part of website development and marketing as it is what gets your website found, and helps you attract new clients. Here is another post on the basics of SEO , or a selection of articles I’ve discussed about SEO.

Essentially, SEO is the process of streamlining your website to your keywords and content to help provide the information your potential customers need to find you. SEO should be incorporated in your content being written and in your website being programmed.

The ideal website has all of these elements correctly integrated during the development process to create an effective, attractive and user friendly website that is helping your business grow!

When to Look at a Website Update (or Redesign)

The next step in the website process is knowing when your website is outdated, and needs either an update or a complete redesign.

Considering all that is involved in building a powerful website, you can see how any of those factors can affect if your website needs to be revisited.

Reasons to look at a website update:

  • Your business has shifted or pivoted, and your message and marketing no longer match what you do
  • It’s been a while since you looked at your website and want to refresh the content
  • You want to change images
  • You want to revisit content and SEO keywords that you are targeting
  • You want to add some new pages or services

Reasons to look at a website redesign

  • Your website has areas that no longer work
  • You want to change your website look or process
  • Your website was built 3,4,5, etc years ago, and now looks outdated
  • Technology has changed and a different platform better serves your purposes
  • Your business has grown and you need a more powerful or customized website
  • Your website is difficult to manage and you want a website you can better control
  • Your programming is old and out of date
  • It’s time to create a fresh look and feel, websites often go through major revamps every 2-3 years

Does your business still need business cards?

Designflair Business Card Design & Print

Business cards do still have a purpose, but like all marketing, should be targeted to a specific purpose to get the best results.

Designflair Business Card Design & Print
Business cards printed with Spot UV (gloss) and metallic foil to create extra dimension.

With the move to everything digital, many predicted that print business cards would be a thing of the past. Some have gotten creative in using only digital cards, exchanging info through apps, or even creating 10 second video ‘business cards’, but others still believe that a physical card has value. I agree with both thoughts, business cards are valuable for providing information about your business, but when targeted and created with a specific purpose in mind.

In COVID times, there is an even greater emphasis on digital: there are digital meetings, less in-person interactions and fewer physical exchange of products, meaning that there are fewer opportunities to hand out business cards.

My belief is that once things return to a new normal, there will be a greater emphasis on the physical and in-person meetings. When we use more of our senses then just sight (as with online meetings and digital business cards), we have greater appreciation and engagement with our environment.

When You Need Business Cards

Foremost, business cards are important to give to customers and potential customers. One of their first impressions of your business is often your business card. It tells them your basic information, but also creates consistency in your brand and can be a way to ‘wow’ them.

The design of your card is important, but even more so is how you print it. As a designer, I notice these things: a thicker business card, textured paper, glossy (spot UV) or other embellishments stand out to me and lets me know that the business takes pride in their name. (When I’m at a place of business that has business cards, I almost always pick one up.) The more a business card creates an experience, the more I remember it – especially when it ties in with the business itself.

Always have just a few business cards handy, as you never know what conversation will start in the middle of the grocery store, in a line etc. I’ve been asked for business cards more often in a casual setting than I’ve ever expected.

When A Digital Business Card is Better

For many business owners, networking means meeting lots of new people, exchanging business cards and then ending up with a box full of business cards you never look at.

No matter the good intentions, most business cards just end up in a box for future sorting. The most efficient method in this setting is to take a photo/use a digital business card scanner to take a copy and add your notes – less space and easier to find in the future!

For networking, where lots of people are coming together to exchange information, a digital business card may be better received as it can be stored in email and on their computer for future use. Proactively sending a digital business card can also help you stand out from the crowd.

For digital business cards, a well-designed business card is still important to the brand and growth of your business.

Business Card Design Inspiration

Looking for business card inspiration? Here are 60 awesome business card designs for inspiration. Notice how they carry the brand style, and even help enhance it. Some even have a talking point that encourages conversation with you.

Your logo is the start of your brand and business, but the business card and website are what help create your visual identity and how others will relate to you.

Whether you need a creative business card, professional one, or just a simple business card, I can help you create the look to suit your brand. Check out some of my business card designs on my portfolio., under ‘Branding’.

What about you?

As a consumer or client, do you use business cards? Do you look for a business’ information? Consider how you use business cards and if you are similar to your ideal customer.

Marketing and Your Website – The 1 Tip For Business Success

Most business owners would agree that having a website is a vital part of marketing (and even additional sales in) their business. Whether their website is a destination to share their knowledge, build trust with potential clients, or even help with the sales process, it plays a major role in marketing your business.

Why Is Your Website So Important?

Your website is a tool in your marketing program; it is working for you 24/7, can bring you in front of those looking for your services, can help build trust with your potential lead, can turn them into a lead, and more!

If you’re wondering what a lead is, it is someone who you have the contact details of that has shown interest in your service, but has not purchased yet.

With the correct messaging, and with a thorough understanding of your ideal client, you can speak directly to their need and inspire them to take action with you. Whether this is through an offer, a free download, a free challenge, etc., you are giving them something of value to help them better understand their problem. Knowing your ideal clients is the most important step of your marketing, which is why I strongly suggest having your ideal client profiles and even a marketing matrix of their challenges that you solve, filled out thoroughly.

The Correct Messaging For Your Website

People buy because of the way they feel, not from features and benefits that you list, and definitely not from just products and services you offer. Sharing the story of your guidance and processes can help them feel relieved and relaxed to trust you, and also know that you can actually help them with their problems. The Storybrand style of messaging that leads your clients through a journey is just one example of how to do that.

Create a story in your marketing

When you know your client, and understand their challenges, you can empathize and even stand in their shoes. This empathy helps to better address their needs as well. (Not in a manipulative way, but in a way to serve; your intention plays a large role of how well your actions and marketing tactics work.)

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A Website in Progress

Have you ever gone to a website while looking for a solution, whether it was to address the ants crawling through your house, the emergency plumbing leak, researching which tint to put on your vehicle, etc.? How did you select the service provider that you eventually went with? Was it the one that understood your concerns/emergency and offered solutions that made sense? Or was it the one where the information wasn’t clear, their website was hard to navigate. The first one of course!

The 1 Thing

The key to a great website is to create an easy decision-making process for your client.

 

Help them find a solution and show them you are a trusted expert they can work with.

Looking for ways to improve your website? Schedule a complimentary consultation to review your website and explore ways to maximize your marketing efforts.

WordPress vs Wix, Which Website Platform Should I Use?

The power of technology is that websites are much more accessible to business owners than they have been in the past. Previously, it required understanding HTML, CSS, JavaScript, PHP, etc. to build even the most basic website, let alone something creative, or more robust. However, with WYSWYG (“what you see is what you get”) platforms such as Wix, Square Space, GoDaddy Website Builder and more, creating a website is much more attainable for smaller businesses and those just starting up.

Having a website for your business is a given, it may just be a ‘brochure’ style site, to give your brand a sense of stability; it may be a lead generating or marketing website to grow your business; there are multiple paths it can take. The question really becomes, what does your website need to do for your business?

Websites of the Past

Officially, I’ve been a website designer for 14 years, unofficially, it’s been more like 22 years since I built my first website when I was 12!

I remember the painstaking hours learning to create the most basic of HTML commands and was so excited when CSS came out! Essentially, HTML is like the bones of a house and CSS is like the design (paint, furniture, interior decorating) etc. It made the code cleaner and easier to read. PHP was the bane of my existence for a while, and coding to suit Internet Explorer when every other browser worked just fine!

Luckily, life is much easier now! For one thing, I have the experience and knowledge built up to tackle any of these, and for the other, platforms are much friendlier to work on.

Website Platforms: WordPress vs Wix

My two recommended websites for clients often boil down to either WordPress or Wix. There are other platforms, and I have worked on them if the need required it, or if the client had it set up already, but these are the most robust of all the options in comparison to ease of use for my clients.

What They Are

WordPress is an extremely robust, open-source platform that has hundreds of thousands of features (plugins) that can be added to it to include all sort of functionality. It is also easily custom coded to suit the needs of your marketing and website requirements.

Wix is a user friendly, proprietary software that allows a lot of flexibility and creativity within their platform. It also has added plugins to improve functionality.

In terms of design, both are very flexible and capable of creating a unique design with creative elements and/or animations.

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Pros & Cons of WordPress & Wix for Your Website

WordPress

SFJ Pharmaceuticals WordPress Website Design Auto Pro Detailing WordPress Website Design Wallbeds n More WordPress Website Design Thrive Support Services WordPress Website Design

 

Pros:

  • Robust, able to customize, can be designed to suit any layout
  • Can be either mobile-friendly (have a mobile version of its layout) or responsive (resizes to suit any screen size)
  • Easy to customize for Search Engine Optimization
  • Thousands of prebuilt Themes (templates) that can be modified for easy installation
  • Connects to Google Analytics, etc. for analytics & tracking

 

Cons:

  • Prone to attacks by hackers (because it is open source)
  • Steep learning curve for clients who want to maintain their own website
  • Needs to be updated regularly (due to the hacking concerns)
  • Requires database/PHP updates
  • Need to build the framework, meaning takes longer to build the platform,
  • Prebuilt Themes may have unknown security holes

Wix

Otis McAllister Wix Website Design Alyssa Williamson Wix Website DesignMarilyn Jaeger Skincare Wix Website Design Century Forest Management Wix Website Design

 

Pros:

  • A proprietary software, so highly unlikely that it will be hacked
  • Mobile-friendly website where you get to design the mobile layout
  • Relatively easy for clients to maintain after being built
  • WYSWYG style design – you design the layout and the system creates the correct code
  • Search Engine Optimization features
  • Connects to Google Analytics, etc. for analytics & tracking
  • Start with a template

 

Cons:

  • Not a responsive design
  • Code can be a little clunky as it is based on your design
  • Features are limited to what the platform allows – limited customization of features
  • Not as robust for Search Engine Optimization

How to Choose Your Website Platform

Choosing the best platform for your website comes down to what you want it to do, and how often you will be updating it and maintaining it.

I work with clients to discover what they want their website to accomplish and then brainstorm the best solutions for them. Each business is unique and each website is as well! I would love to talk to you about your options and help you create the right website for your business.

How to Make Your Website Work for You

As a business owner, you know that having a website is vital to your business. But why? What does it do?

The Website Challenge

Of course, you know that it is the equivalent of hanging your sign on your storefront, but in the digital world. The challenge is, rather than competing with 20 other businesses on your street, you are competing for consumers attention against hundreds of thousands of other businesses…around the world! (Of course, this all depends on your industry and target market as to who you are really competing with).

Your website connects you to the world - maximize it

Website Optimization (to Be Found on Search Engines)

Essentially, just because you build a website doesn’t mean people will find you. When building your website, you should optimize it to be found on search engines (so that the search engines can then share your site with people who are looking for your products/services). This is standard for a website development project, but make sure it is covered if you go for a budget option.

Optimizing your website includes:

  • – Planning the content that is on your website (that it matches what your ideal customers are searching for)
  • – Matching that content to title and page descriptions
  • – Having a mobile version of your website
  • – Purchasing an SSL certificate to have a secure https:// URL
  • – Optimizing the layout with schema to appear on Google search results
  • – Creating a website sitemap
  • – Submitting your website to search engines
  • – Connecting it to Google Analytics (more for tracking than optimization, but a best practice)

 

Ok whew! So, you’ve done all that, now what?

Well let’s backtrack a little. Those are the technical details that your web developer should be handling for you, but what about the front end of the website – your user experience? What does your website do for your customers? How does it lead your potential clients through your services to help them make a decision (yay or nay) for your services?

Planning Your Website (Purpose & Customer Experience)

The most important thing you can do for your website is plan out the user experience; how visitors will explore your website.

To do this, you need to understand your target market: what pains/challenges do they have, what are they looking for, why are they on your site, how can you help them?

You want to understand these so that you can address them as quickly as possible on your site. It is important to have a visually appealing website, but it’s even more important to have an effective website!

I talk about target markets and client personas a lot because they are so integral in creating an effective marketing message and strategy.

When you know your target market, you can use the language that speaks directly to them to address their needs. You are magnetically attracting them as they know you are the perfect solution to help them – this message is shared on your website as well.

When I first start discussing websites with my clients, the first thing I ask is, “what do you want your website to do?” “Are there any features you specifically want to see or to have it offer?” and more. I also help with this brainstorming process as this is my area of expertise and I can help direct clients to solutions that they didn’t know were available. From there, the design process includes these elements so that the website is built with a purpose behind it.

Making Your Website Work for You

The purpose of a website is that it attracts clients, educates them, and preps them to work with you before you even talk to them. That way you aren’t talking to a cold lead! You are talking to a potential customer who is excited and eager to work with you so that you don’t even have to sell them on your services/products.

This can include:

  • – Having a free guide/offer to help educate them on their challenge/problem
  • – Adding them to a drip campaign educating them on you and your business, including them on your monthly newsletter (which is entertaining, adds value or offers insight and updates), etc.
  • – Automating your scheduling process/lead sales process
  • – And more!

 

The possibilities are endless and are only limited by your needs and imagination. I had fun the other month developing a quiz to help a client screen out her ideal clients. I was strategizing the automation process for another client’s new website for setting up a hiring and client application process to increase closing rates / decrease no-show appointments.

If you’re wondering how your website could be doing more for you – let’s chat! Also, this guide on website must-haves is perfect for you to review!

25 Website Must-Haves - Free Download

Website Automation – Creating a Successful Client Acquisition Process with Less Work

Have you considered your sales process from the customer angle?

I’m sure you have, but have you really thought through the emotions they are going through as they search for your product/service? What about how they feel when they actually make the purchase? The trepidation (or hope) as they first discover you, the excitement as they learn more about how you can help them, the confidence as they purchase…and then possibly some doubt if they made a larger purchase, or even better, anticipation as they get to start!

People buy because of emotion, and how you make them feel, but those emotions are found throughout the research & purchase process, as well as the post-sale process. How do you welcome your customers?

It’s funny. As I was writing this article, I checked my personal email and found this email in response to a purchase I made yesterday:

Customer Engagement Email 1

Customer Purchase Follow-Up Email 2

As a consumer, now that I’ve spent the money, I’m excited to get my products as soon as possible and take a step towards even better health. This is just a fun little touch point to let me know they are working on my order, but also have a greater community and sense of purpose in their company.

Many companies send an updated email with delivery details, but it’s so impersonal. A message like this excites me that my order will be arriving soon.

Pre-Customer Engagement

Your website is one of the most common ways that customers find you…whether it’s because your marketing is focused on being found in search results, you get referrals who visit your website, or you receive links from other sites that people may be visiting…they are all visiting your website to learn more about you and whether your product is right for their needs.

Here’s what a sample customer engagement process might look like:

  • They visit your site and find a free guide that answers their questions
  • You email their guide to them
  • You follow up with an email 1 day later, asking about the guide
  • You send another email 2-3 day afterwards with more information related to their problem
  • You offer them an opportunity to take the next step in learning more/solving their problem

Post-Sale Engagement

After you’ve made the sale, it’s now your turn to deliver. But how can you also continue to build that customer relationship that has already been started. Based on how you serve your clients, there will be different messages that you can approach them with.

A product sale follow-up will be thanking them for their order, giving them an update of shipping, and then following up with tips to get them using the product correctly, or creating the habits to bring it into their daily life.

A service sale follow-up will welcome them and explain next steps, so that they feel comfortable moving forward and knowing what to expect. You may then follow up with what you need from them to get to the next stage, and a meeting to start their services.

There is no one right way to do this, but it is important to show your personality and company philosophy within these messages. Create rapport and a relationship with your customers so that you can get to know them better and serve them at a greater level.

Not sure what this looks like for your business? I love exploring new strategy and brainstorming with new clients. Book your marketing consultation session to explore your challenges and how we can overcome them with tweaks in your marketing.

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Why is marketing so hard?

For many of my clients, the effort of on-going marketing actually pulls them away from their core competency and their main income producing activity – their business. Yet as savvy business owners, they know that marketing must be an integral part of growing their business.

It’s a struggle that many business owners have and ask: “How do I split my time between growing my business and doing my business?” And that’s the right question to ask, because marketing activities should be 50% of your day in order to grow your business.

marketing your own business - motorcycle mechanicFor some, this means bringing on extra help in the form of staff who handle the admin (and non-income producing activities) or contractors who have a level of expertise to take the projects off their plate.

Marketing isn’t actually hard, it’s more that it takes time to fine tune and it takes time to implement, it’s a skill, which can seem overwhelming to master on top of the client work that you are doing. Marketing is a precise skill that is vital for growing your business. Just because you open your doors, or launch a new website, it doesn’t mean that you will automatically get customers in your door. You need to market yourself so that they know you are there, and ready to address their needs.

Why Hire Someone to Do Your Marketing?

Clients hire me because my business IS marketing. I specialize in it so that I can help my clients be the best they can be, and attract their ideal clients, with no stress! Marketing has general best practices which are then applied in a unique way to your own business – there are no cookie cutter solutions though generic options can save on time and price.

A recent client hired me because she could trust me to take care of her ‘baby’ (her business) so that she could let go of the stress, but know that it was still being taken care of. Together, I helped her finish a major marketing project in 2 months that she thought would take 12!

What Does a Marketing Consultant Do?

As a marketing consultant, I help take away my client’s stress and fear, while also helping them increase their income and have more consistent cash flow – in less time!

Need someone to take on the hard work and dirty work of creating your marketing?

There’s the ideal client profile that you need to refine, or maybe the free offer for your website that will inspire them to reach out to you, or even the marketing funnel so that you know how to address your clients in every step of their decision making process…

It’s having the finely tuned message that speaks directly to your clients.

Good marketing is all about knowing who your clients are and how you can provide value to them while they are deciding what solution will best fit their needs or solve their pains. The process to create this takes time and concentration to understand and get into your clients’ heads.

I work with clients in the capacity that they prefer, ranging from a consultative view where I guide them on what to do, to a hybrid model of guidance and implementation, to a complete hands-on plan where I implement all of their marketing based on their input and feedback.

How is your marketing holding you back? Or how are you resisting in your marketing that is holding back your business? Let’s chat, I help my clients overcome their blocks and resistances to marketing by making it clear and easy. Message me today.

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Black Lives Matter, The Message, The Movement and the Brand

As the owner of a small business, I try not to get political on my blog. At the same, time as a human, a business owner, a woman, a white woman, I must take stand as well.

I grew up in a relatively diverse population in CA, but still very ‘white’ (I hate that word, we’re European descent, not white.) or Asian community, with only 2% of my hometown being African American. However, in the East Bay there was a lot more diversity in the wider region than I now see in Eugene, Oregon.

Black Lives Matter, and that doesn’t mean other lives don’t matter. It just means, that at the moment they are the ‘house that is on fire’ figuratively speaking, and that is where the most focus needs to be. Of course all lives matter. But our society doesn’t treat them that way. As a woman, I don’t walk alone or in the dark for fear of being raped, but I’m not afraid that every action could be taken the wrong way to lead to my death (by police or other forces).

Growing up as a first generation American, with New Zealand parents, and Dutch grandparents and relatives, I have an international view of the world rather than one restricted by the societal beliefs that have been passed down in America for generations. However, I know that I am not immune to split second assumptions, or even racist thoughts and actions. All I can do is do my best in every moment. Do my best to right wrongs as I see them and to be there if I ever feel that there is racism going on.

In my research, I found it interesting how the Black Lives Matter is treated as a brand and wanted to share this article. Brands are the representation of a company and brands are also how others view that company, or even us!

Since Black Lives Matter is a social movement and not a brand, here’s a look at how branding rules apply to them. Their brand could also be appropriated and hijacked by those who don’t really follow the cause.

Black Lives Matter, The Brand is an in-depth article by Fast Company on how the brand has evolved and how they work to maintain its integrity.

Black Lives Matter, website for more information

Black Lives Matter homepage

About Black Lives Matter

About Black Lives Matter

The Black Lives Matter Brand

The Black Lives Matter logo is a wordmark, using text in a particular layout and font, to represent their movement. This ensures that it is powerful, and easy to be used in different formats, sizes and media.

As a social movement, they have also had growing pains as different causes or focuses have tried to appropriate the name and movement. However, it has grown to become a social movement.

“We spend a lot of time—too much time, in my opinion—really trying to counter this narrative that isn’t ours because somebody irresponsibly used a piece of our design to further their own political goals.” (Black Lives Matter, The Brand)

I want this blog to be a chance to reflect on what is currently going on in our world and how to address it. We can’t just keep going on as we have. However, society won’t be able to change instantly. We need to approach this situation with love and compassion and respect. Respect for others and their lives. As white woman, I know that I have a lot to learn in this category to combat racism and to support my friends and family who have a different skin color. The color of our skin…

Wishing you lots of love and healing and hope!

Marketing Burnout – How to Get Your Inspiration & Creativity Back To Inspire Your Clients

As a good business owner, you know that you (or someone) should be marketing your business every day. That sounds great in theory, but it can certainly lead to a marketing burnout where you just run out of ideas or feel like you are only repeating yourself.

Below are some common problems, and solutions on how to overcome them. A little note as well, marketing works best in a high vibrational state when you are feeling inspired and creative. 🙂

Marketing Burnout - Running Out of Marketing Ideas

Run Out of Things to Say

If you’ve been reaching out to your target market regularly, it sometimes feels like you’ve said everything you can possibly say. How can you keep repeating yourself all the time?

How to solve this: First, remember that not everyone sees all of your blogs and posts each and every time. Second, you will have new eyes looking at your content over time and need to assume that they have not seen earlier content on this topic. Third, sometimes it’s timing, or phrasing your topic in a new way, that finally triggers someone to take action.

Marketing is like growing a garden; you plant the seeds and then watch as the flowers sprout up at different times and to different heights based on season, weather conditions and even their own unique chemistry.

Tired of Blogging, Posting, etc.

Marketing comes down to creating content to share that will attract your ideal target audience to you. Sometimes it feels like all you are doing is creating content. The same content. And it feels like a continuous rut.

How to solve this: It’s a good idea to regularly revisit your marketing and check that it applies to, and appeals to, your current target audience. Does it inspire them? Excite them? Make them want to work with you? Or does it answer their questions, or problems, and make them feel like they can heave a huge sigh of relief?

Block out some time to brainstorm, but not in a how-many-ideas-can-I-come-up-with type of way. Instead, meditate, journal and just sit in stillness as you focus on your ideal clients. Who are they? What do they need? How can working with you change their life for the better? Take time and space (trust me, this is better than rushing and forcing out an idea) to become more understanding of your client and how you are serving them. Put a focus on how you can serve them and what information you can provide now.

Is the thought of marketing stressing you out? Let’s schedule a marketing strategy session. I’d love to learn more about your business and have insight into ways that you can move forward.

No Clear Goals

You may be experiencing marketing burnout because you have no clear goals of what you are trying to achieve. If it feels like you’re just doing the same thing every day…you may be wasting your time!

How to solve this: Going into each activity with a larger goal in mind, and intention, will help you stay more focused and feel more productive. When you know that this blog post you are writing is part of a larger campaign to help new users find your free download, which in turn helps them do X, Y or Z, so that they then want to hire you…well that makes the blog feel more valuable.

Also, go into each article/ blog/post with a clear purpose of how this will help your ideal client and a clear call to action for how they can work with you. (I love using my Marketing Matrix for this.) It can be a soft invite, but be sure to always provide the offer to them.

Just Burnt Out

This feeling can relate to the previous problems as well, but I wanted to address it with its own solution. Ultimately, the burnout feeling is your body sending a message to you. Are you working too hard for long hours? Are you under constant stress, pressure and deadlines?

How to solve this: First, (and most important) is to take time for yourself to feel into these emotions. Your energy is what will attract your clients into your life, so if you are writing marketing content from a negative space, that is what you are putting out into the world.

Take a break, a walk, or do some quick exercise to get yourself into a more positive space. Every time you sit down to write, or go out to a networking event, do something positive or inspiring to pump yourself up and go in with your highest vibration.

Does all of this still seem overwhelming? This might be the time in your business where you are ready to get help. Maybe you just need an outside mind helping to brainstorm ideas and topics, or maybe you just want to pass it on to an expert so that you can focus on running your business and providing to your clients. I invite you request a free marketing consultation to ask your questions, gain insight on moving forward and see how I work.