Content is King (or Queen)

As you learned in a previous SheBuzz feature article, the rules of marketing have changed. Marketing is moving online at a rapid pace and there has never been a better time for us to reach our target market directly. Google provides three-quarters of a billion search results a day – the perfect platform for useful content. The Web allows smart marketers to deliver compelling content that people actually want to consume.

What potential clients really want is valuable content that will improve their lives. We now have the opportunity to create useful content that not only positions us as authorities in our industries, but is one of the greatest client attraction secrets.

Content marketing is about getting clients to invite you to interact with them. It’s about engaging in a conversation, building trust and providing something of value. The secret to writing great content is to put yourself in your potential client’s shoes and look for opportunities to help make her life a lot easier. It’s understanding exactly what your target audience needs to know and delivering it to them time and time again.

In our rapidly changing business environment, the entrepreneurs who are going to thrive are the ones who engage their clients and build long-term relationships. Here are five reasons why you want to start writing now:

1. Helpful articles and information position you as an expert – Have you “Googled” yourself lately? Do you know how you are perceived online? One way to assure that you are listed high in the search rankings is to send articles to article submission sites on a regular basis. The search engines love new content. A few of the top submission sites include: ezinearticles.com, goarticles.com, article-host.com, ehow.com and ideamarketers.com. You can get your name out there fast and improve your ranking in a matter of weeks.

2. Great content is a huge client attraction tool – Delivering valuable information and resources to your potential clients builds the “know, like and trust” factor. Create an engaging conversation and you will become a client magnet.

3. Your content can be developed into bigger projects down the line – Whether you decide to write a book, create a proprietary system or develop a workshop, if you have already been writing for while and have an archive of information and research to draw from, it might be much easier to create your bigger projects when you are ready.

4. Don’t reinvent the wheel – This is probably my favorite part of writing articles. I repurpose the same content for my newsletter, blog, article submission, speaking engagements and workshops. In other words, do the work once and then use it for multiple purposes. Sure, you may have to tweak depending on the reader/viewer, but you aren’t starting from scratch.

5. Writing gives your brand personality – It’s an opportunity to exercise your authentic voice. It’s also a great way for your target audience to get to know you better and develop trust in you and your brand.

I hear grumblings from busy female entrepreneurs that they just don’t have the time to write. If you want to build your buzz, position yourself as an expert and attract more clients, writing articles is one of the most cost-effective ways to market yourself in the online marketplace.

Put aside a window of time each week to write – schedule it in your calendar as you would any other important meeting and commit to it. I have a block of time every Monday afternoon that is scheduled exclusively for writing. I actually leave my office and have a quiet place at home where I can write undisturbed for a couple of hours. It’s the only way it gets done.

For most people, writing is a muscle. The more you use it, the easier and better it gets.

©Liz Dennery Sanders 2009

Tweet This Post

50 Life Lessons

Cleveland Plain Dealer columnist, Regina Brett, wrote this on her 45th birthday, five years ago. Having just turned 50, she added an additional five gems. I have read this numerous times over the past five years,  and every time I see it I am reminded to slow down. I also realize that I should probably be reading it every single day. Enjoy!

Regina Brett’s 45 life lessons and 5 to grow on

To celebrate growing older, I once wrote the 45 lessons life taught me.

It is the most-requested column I’ve ever written. My odometer rolls over to 50 this week, so here’s an update:

1. Life isn’t fair, but it’s still good.

2. When in doubt, just take the next small step.

3. Life is too short to waste time hating anyone.

4. Don’t take yourself so seriously. No one else does.

5. Pay off your credit cards every month.

6. You don’t have to win every argument. Agree to disagree.

7. Cry with someone. It’s more healing than crying alone.

8. It’s OK to get angry with God. He can take it.

9. Save for retirement starting with your first paycheck.

10. When it comes to chocolate, resistance is futile.

11. Make peace with your past so it won’t screw up the present.

12. It’s OK to let your children see you cry.

13. Don’t compare your life to others’. You have no idea what their journey is all about.

14. If a relationship has to be a secret, you shouldn’t be in it.

15. Everything can change in the blink of an eye. But don’t worry; God never blinks.

16. Life is too short for long pity parties. Get busy living, or get busy dying.

17. You can get through anything if you stay put in today.

18. A writer writes. If you want to be a writer, write.

19. It’s never too late to have a happy childhood. But the second one is up to you and no one else.

20. When it comes to going after what you love in life, don’t take no for an answer.

21. Burn the candles, use the nice sheets, wear the fancy lingerie. Don’t save it for a special occasion. Today is special.

22. Overprepare, then go with the flow.

23. Be eccentric now. Don’t wait for old age to wear purple.

24. The most important sex organ is the brain.

25. No one is in charge of your happiness except you.

26. Frame every so-called disaster with these words: “In five years, will this matter?”

27. Always choose life.

28. Forgive everyone everything.

29. What other people think of you is none of your business.

30. Time heals almost everything. Give time time.

31. However good or bad a situation is, it will change.

32. Your job won’t take care of you when you are sick. Your friends will. Stay in touch.

33. Believe in miracles.

34. God loves you because of who God is, not because of anything you did or didn’t do.

35. Whatever doesn’t kill you really does make you stronger.

36. Growing old beats the alternative – dying young.

37. Your children get only one childhood. Make it memorable.

38. Read the Psalms. They cover every human emotion.

39. Get outside every day. Miracles are waiting everywhere.

40. If we all threw our problems in a pile and saw everyone else’s, we’d grab ours back.

41. Don’t audit life. Show up and make the most of it now.

42. Get rid of anything that isn’t useful, beautiful or joyful.

43. All that truly matters in the end is that you loved.

44. Envy is a waste of time. You already have all you need.

45. The best is yet to come.

46. No matter how you feel, get up, dress up and show up.

47. Take a deep breath. It calms the mind.

48. If you don’t ask, you don’t get.

49. Yield.

50. Life isn’t tied with a bow, but it’s still a gift.

To reach this Plain Dealer columnist:

rbrett@plaind.com or  216-999-6328

Tweet This Post

Why Build A Powerful Personal Brand?

You are your own 24/7 billboard and interactive ad campaign. Every day, in everything you do, you tell the world about yourself. In fact, you already have a brand – even if you don’t know what it is yet. You express and exude your brand in everything you do – whether you are aware of it or not. Wouldn’t you prefer to have a say in the matter?

Your brand is the sum of your actions, communications, offerings and interactions. Successful brands are crystal clear about their unique value and deliver it in everything they do.

Here are five reasons why it’s incredibly important to take the time to discover your brand foundation and ultimately create a powerful personal brand:

1. You will stand out in today’s overcrowded marketplace. In order to stand out, you’ve got to stand for something.

2. You will attract more clients. A strong personal brand is an opportunity magnet since potential clients are attracted to a clear, confident message and offer of value.

3. You will make more money. You can charge what you’re worth (and get it) when clients understand your value and are willing to pay top dollar for it.

4. You will have a life compass. Your personal brand will serve as a compass for making important decisions and become a filter for setting priorities – both personally and professionally.

5. You will be in control. You certainly can’t count on external forces to ensure your success, but you can control the dynamics around your own personal brand.

©Liz Dennery Sanders 2009

Tweet This Post

Low-Cost Marketing Tactics To Attract More Clients

I have always found it fascinating that when things get tough economically, one of the first things businesses tend to pull back on is their marketing. At a time when you need clients most, why in the world would you stop trying to reach them? Don’t get me wrong, it’s important for businesses to keep an eye on their bottom line. But the “We’re just going to take a break for a while” or “Let’s lay low until people are spending again” is a direct route to going out of business – fast.

Here’s an interesting tidbit: companies that didn’t abandon their marketing strategies during the Great Depression moved their way up to #1 in their industries while their competition faltered. Once World War II began and the economy began to stabilize again, those companies remained in the #1 slot and many are still leaders today. Both Kellogg and Procter & Gamble believed that marketing – communicating with and engaging their customers – was a top priority, especially in a down economy. In fact, Procter & Gamble decided to sponsor the first radio soap opera, a radical move on their part at the time, to help keep their brand name out there.

In times like these, a business’ success – or failure – depends upon staying in front of your target market and appearing to be a leader in your field. You have before you a tremendous opportunity to survive and thrive through smart marketing tactics. Now is not the time to be a wallflower. By showing strength and being visible when others are focused on doom and gloom, you will continue to attract clients and instill faith in your followers. Take this opportunity to stand out and build trust and confidence in you and your brand.

Here are seven ways you can stay visible and attract more clients using smart marketing tactics without breaking the bank:

1. Use your email signature to offer something of value - Create something that you will give away for free – an e-book, CD, white paper, checklist etc. – anything that would be helpful to your potential clients. At the end of your email signature, direct people to your website where they can sign up for your offering at no charge. You can also use this space to advertise a special promotion or even a tip of the week.
2. Don’t forget the prime real estate on the back of your business card – You can ask questions that tap into the immediate needs of your potential clients. For example, on the back of my business card I ask, “Would you like to build a powerful personal brand that attracts more clients?” and “Do you want to build more buzz for your products and services?” You can also direct potential clients to your free offering (often referred to as your “pink spoon”) on your website or to your blog for more information.
3. Use social media platforms to connect with others – This is not the medium to hard-sell your product or services to others. You can use platforms such as Twitter and Facebook to update others, share resources, offer information of value and educate your friends and followers about your industry. Social media is about engaging and connecting, not selling. Build your following and become someone that others want to hear from. Create a Facebook fan page for your company and let others connect and network through you. Some of the strongest brands initiate the conversation, they don’t dominate it.
4. Create a robust online media room – Make sure that you have a media page on your website where the press can easily access information about you and your company. Just a few of the things you can include are a bio, headshot, lifestyle images, FAQ’s, audio, video, signature talks and past press coverage. Consider using a service such as prweb.com or prnewswire.com to put a press release on the web each month to attract media and consumer attention. Make friends with the media. Pick five outlets you would like to be covered in and research contacts. Once you have the right contacts, start pitching (see my article on how to pitch the media on our blog at www.shebrand.com/blog). Nothing creates instant credibility faster than a great article in a media outlet.
5. Invite five clients to lunch – Take each client to lunch or coffee individually and ask them the following three questions – in order:
   • What is it that you like about doing business with me?
   • How can I improve upon my service to you?
   • You are one of my ideal clients. My goal this year is to work with more people exactly like you. Do you know of any people like you that you could make an introduction for me?
6. Stay positive – Now is not the time to crawl under a rock and commiserate with the other naysayers. Be confident, be visible and be a beacon of light wherever you go. If you are at a cocktail party and the conversation takes a nosedive due south, have a handful of positive stories up your sleeve to veer the topic in a different direction. If that doesn’t work, ask her where she got her fabulous earrings. If all else fails, move on. Life is way too short to hang out with the doom n’ gloomers.
7. BE your Brand – Your personal brand is the sum of your actions, communications, offerings and interactions. You must create an image of value and deliver on that unique value. What is it that makes you different, special and valuable to your clients? Focus on your unique attributes in everything you do – your strengths, skills, values, and passions. You are your own 24/7 billboard – a walking, talking, living ad campaign. Every day, in everything you do, you tell the world about your brand. Brand yourself successfully and you will develop strong, enduring relationships with your clients.

©Liz Dennery Sanders 2009

Tweet This Post

Join me at the 6th Annual Step Up Inspiration Awards

Join me on Friday June 5th at the Beverly Wilshire Hotel for the 6th Annual Step Up Inspiration Awards, honoring Marcia Cross, Lisa Ling, Lauren Zalaznick and corporate honoree, The Container Store. This star-studded luncheon, fashion show and luxury handbag silent auction never fails to impress – and all for an amazing cause!

Step Up Women’s Network is a national, non-profit membership organization dedicated to strengthening community resources for women and girls. Through teen empowerment programs for underserved girls, women’s health education and advocacy, professional mentorship and social networking opportunities, Step Up ensures that women and girls have the tools they need to create a better future.

Step Up is on the cutting edge of women’s social philanthropy. The organization’s strength stems from members’ ability to leverage their personal and professional skills and relationships to give back to the community. The programs are designed to engage women in a way that inspires a life-long commitment to responsible, philanthropic involvement encompassing hands-on volunteer work and leadership opportunities.

This is your last chance to purchase tickets for this stylish affair. Join Tori Spelling, Mena Suvari, Aisha Tyler, Rachel Leigh Cook, Garcelle Beauvais Nilon, Melissa George and more as they sit front row for a fashion show by ARCADE by Rochelle Gores and peruse fabulous handbags by Dior, Chloe, Dolce & Gabbana, Roberto Cavalli and more at the silent auction. Meet the teen girls who participate in Step Up’s programs and hear their touching stories firsthand.

You can purchase your tickets online or call 213-382-9161 for more information. I look forward to seeing you there!

Tweet This Post