Category: Entrepreneurs

Article Contributed by Jeff Beals

From an outsider’s perspective, she was leading the ideal life.

She made the Dean’s List in law school and was in her tenth year practicing at a respected firm in the middle of Toronto’s bustling financial district. If that wasn’t enough, she had four beautiful daughters, a rich personality and an impossible-to-forget name: “Tsufit,” a Hebrew word for “humming bird.”

Indeed, she had it all, but something just wasn’t right.

Tsufit was restless. One day she thought to herself, “there’s got to me more to life than this,” so she made the monumental decision to leave law and follow her dream of being a singer, comedian and television actress.

It was certainly a radical change.

As it turned out, it was also a profitable change for Tsufit (yes, she goes by a one-word name just like Cher or Madonna). She did well as a performer, taking advantage of her natural penchant to entertain others. She was energetic, colorful and damned funny on stage, on camera and in one-on-one conversations.

But she was more than just an entertainer. She brought a business-like approach to her new profession, and more importantly, she was a savvy marketer. Tsufit had a knack for getting exposure in newspapers and in other media.

Eventually, entrepreneurs and other professionals started asking her how she earned so much publicity especially from major media outlets. In answering such questions, she found an even better career.

Today Tsufit is an internationally renowned marketing consultant who coaches clients how to be stars in their professions. She’s the award-winning author of Step Into the Spotlight: A Guide to Getting Noticed, as well as a popular radio talk-show guest, keynote speaker and seminar leader both in Canada and the United States. Her coaching fee is now substantially higher than the legal fees she earned years ago. Her clients, who come to her from around the world, are entrepreneurs, executives, authors, professional speakers, independent professionals, fellow coaches – anyone who is the “directing mind” of a business.

Tsufit coaches the type of people who want to be experts or stars in any business. Suffice it to say, she is an expert when it comes to building one’s personal brand and marketing it in today’s precarious economy.

Her clients learn how to brand themselves and become well known. That leads to so many professional benefits for them.

“You get to charge more,” Tsufit says, “I help them raise their rates. Part of that whole process is getting them well known among the people who pay their rates. My coaching rates are now five times what they were eight years ago. It wouldn’t have happened if I hadn’t become so well known.”

Tsufit argues that well known people are more credible. “It’s bizarre, really, but because they’ve heard of you in the marketplace, they trust you more. They’re much more willing to give you large amounts of money. They trust that well known people deliver on what they promise.”

While there are so many theories of personal branding and so many ways to brand oneself, Tsufit believes you must start with your own uniqueness.

“It’s better to be different than it is to be better,” she says, “If you focus on creating differences and distinctions between you and everyone else, you don’t have to focus on boasting or showing that you’re better.”

To build your brand, drop the excessive professionalism and simply be yourself, Tsufit advises. But as you do that, “be the best version of yourself.” People who come across as too perfect or too smooth turn others off. That’s why you should show your vulnerabilities, or as author Harry Beckwith once said, “show your warts.” Research shows that if you show some vulnerability, you’re actually more credible.

As you brand yourself, you want to do it the right way. Tsufit believes the biggest personal branding mistake is not standing for anything, not having a slice of the market that is yours and yours alone.

“If you say you’re for anybody, you’re really for nobody,” she says, “because there’s no way to find you among the sea of other people, who do what you do.”

On occasion, a professional may desire to change his or her personal brand. That’s okay if the change is made for the right reasons.

“I wouldn’t change every five minutes,” Tsufit warns. “Some people have a totally new thing every month or two or every year. After too many changes, people write you off as a flake. Your new brand should grow out of something you’ve done before.”

If you want to change how you appear in public, start by appearing in front of a different public. To borrow from the world of theatre, try it out off-Broadway first. When Tsufit was a singer, she would test new songs at a small coffee house before debuting in front of large audiences. Similarly, professionals, should test market their new brands, making sure the brand fits, is comfortable and not fake.

Many people will admit that personal branding is an effective way to bolster a career, but they’re simply not comfortable doing it. Specifically, many people worry about going too far. So, if you’re worried about crossing the line from “healthy personal branding” to “egotistical boasting,” you’re not alone.

“For me, it’s humor,” Tsufit claims. “I could never get away with half of what I say without humor. Otherwise, I’d come across as arrogant or conceited. The other thing is confidence. Know that you can demonstrate that you really do what you say you do.

About the Author:

Jeff Beals is an award-winning author, who helps professionals do more business and have a greater impact on the world through effective sales, marketing and personal branding techniques. As a professional speaker, he delivers energetic and humorous keynote speeches and workshops to audiences worldwide. You can learn more and follow his “Business Motivation Blog” at JeffBeals.com.

Article Contributed by Lynda-Ross Vega

The numbers are daunting: one third of all small businesses will fail within the first two years and only one half will make it to year four. When it comes to internet businesses, though, those statistics look positively rosy. According to Sean Donahoe of the ADD Marketing Group, 95% of all internet marketers fail to make any money at all online. According to Donahoe:

“The problem is that people want immediate results and as soon as they hit any form of roadblock they change course or give up. They do not have the helping hand that guides them to success and profits.”

There are so many ‘moving parts’ involved in successful internet marketing (squeeze pages, auto-responders, shopping carts etc.) and the rules change so quickly (video v. audio, MySpace v. Facebook) that it is difficult to master without guidance. As a consequence, there is no lack of helping hands available to fledgling internet entrepreneurs—in fact, the focus of many internet entrepreneurs is to help others build successful internet based businesses.

But taking advice from a successful internet marketer and emulating their style without an understanding of your own skills and talents can lead to frustration, burn out, and failure.

If you are currently working with a successful coach or mentor, but are not experiencing the kind of success you envisioned, the problem might not be on your end—you may simply have picked the wrong person.

Here are three major ways to tell if you have the picked the wrong coach/mentor:

1.    You enjoy what they say, are enthusiastic after a coaching call or mastermind session, but trying to implement what you have learned leaves you feeling tired and worn out.

2.    You try harder but are left with unanswered questions and a vague sense that you are almost getting it, but not quite.

3.    When you ask for clarification or help the response you get can be boiled down to “keep on trying and you will eventually ‘get it’.”

Successful entrepreneurs build their business around a core of the natural skills they have, and when they mentor others, those are the skills they’ll emphasize. Their advice and coaching will be about helping you to do what they have done.

It sounds good, of course—but the problem is that their natural skills are often not the same as yours. As a consequence, what is easy for them is not easy for you.

We all have a large but finite set of skills and abilities that are natural to us. These skills and abilities are always easier to grow and develop than those that don’t come naturally to us—what are known as acquired skills.

We are naturally attracted to people who fill gaps for us—i.e., those who accomplish easily what we’d like to be able to do. The problem is that this focus on “what is missing” leads you to focus on acquired skills. Working hard to develop these missing pieces takes time and energy away from developing the areas where you naturally excel.

Find a coach/mentor who recognizes your natural potential and can open the doors to skills and abilities that come naturally to you, but are underutilized in your business. As for the ‘gaps,’ it makes more sense to hire someone who does what you don’t than it does to try to emulate a mentor who’s too different from yourself. Success is built on doing more of what you love, not less.

This approach requires that you have a working knowledge of your own natural skills and abilities, but the time spent discovering this knowledge is well worth the results and the frustration avoided.

About the Author:

Lynda-Ross Vega: A partner at Vega Behavioral Consulting, Ltd., Lynda-Ross specializes in helping entrepreneurs and coaches build dynamite teams and systems that WORK. She is co-creator of Perceptual Style Theory, a revolutionary psychological assessment system that teaches people how to unleash their deepest potentials for success. For free information on how to succeed as an entrepreneur or coach, create a thriving business and build your bottom line doing more of what you love, visit www.ACIforCoaches.com and www.ACIforEntrepreneurs.com.

Article Contributed by Lisa Cherney

Every entrepreneur has a unique approach to what they do. But it’s highly likely that they are not getting translated into your marketing.

In our marketing we say things like: I’m a life coach, I’m an energy healer, a consultant, a realtor, a lawyer. We’re just using titles that put a big bar code on our head and lump us in with everyone else. From there we go on and tell people what kinds of things we offer: workshops, one-on-one sessions, package pricing, etc. And we talk about credentials, titles, services and certifications.

Yawn, yawn, yawn!! The reason that doesn’t resonate with people is because that’s about us, not them. It doesn’t help people know how we change their lives. So repeat after me: it’s about THEM, not ME!

Here are two steps to highlight your juicy benefits, make it about them and stand out from your competition.

1. Discover your benefits. To do this, ask yourself this question: How are people different after working with me (or after using my product)? When you answer that question, you get benefits.

Then take a good, honest look at your marketing and ask yourself if your benefits are in there. (This is especially important when you’re doing print advertising and can only use a few words – go for the benefits every time and you’ll really stand out!)

2. Make your benefits juicy. You need to juice up your benefits and make sure you don’t sound like everybody else out there who provides the same service or product you do. I’m going to give you two examples of overused benefits and then a way to make them juicy.

“I’ll help you make more money.”
“I’ll help you become more efficient.”

So, what is the benefit of making more money? How about, “You’ll never have to say, ‘I can’t afford it’ ever again”? That gets to the heart of it and hits you. And what’s the benefit of becoming more efficient? “You’ll have more time for planning ahead and for fun.” Essentially, we’re digging deeper to the benefit of the benefit.

If you’re really serious about transforming your marketing so it’s much juicier, you need to have juicy benefits for every product, service and workshop – everything you offer – because each has a unique outcome. So ask yourself how people are different after working with you and the benefits of that, and you’ll be on your way to making it about them and standing out from the crowd.

These are definitely benefits – and they’re good outcomes to deliver – but we need to say them in a different way.

About the Author:

Lisa Cherney, a.k.a. the Juicy Marketing Expert, founded Conscious Marketing 12 years ago to help small business owners find their authentic marketing voice, attract their ideal clients and increase their sales. Following her own Stand Out & Be Juicy program, which centers on owning your unique self and laser-focus marketing, Lisa has tripled her income while working part-time.

Prior to Conscious Marketing, Lisa worked with many Fortune 500 companies, including AT&T, Lipton, Nissan, Blue Cross and Equal. She is a highly sought after speaker and often shares the stage with experts such as Jack Assaraf (The Secret), Jack Canfield and Jill Lublin. Learn more about Lisa at www.consciousmarketing.com or call 887-771-0156.

Article Contributed by Joe Vaccaro, CBM

If you think you were challenged in the past to deliver high-quality service each and every day, think again! It’s even tougher now. The distribution of documents, both physically and electronically, is changing the way we do business every moment. Rapid advances in technology along with increased competition and the downturn in the volume of business challenge us economically, socially and politically to redefine the way we conduct our business every day. Being good today does not help you thrive and survive tomorrow. Whatever met your customers’ expectations yesterday most likely will not be acceptable tomorrow.

This is an exciting yet scary time. But there are ways to prepare and plan for this brave new world.

Strategic Planning & Tactical Execution — Develop your plans not only to meet but to exceed your customers’ expectations. Your mission is to always be considered and treated as your customers’ strategic partner. But there’s only one way to do this: know their strategic plans. A few years ago, a leader in the investment banking/brokerage industry conducted a one-day workshop with its major suppliers. Included in this mix were providers of outsourcing, ground and air courier, fulfillment, pre-sort and other distribution services. The objective was for us to understand the client’s business needs, while developing an understanding of how we providers of services had to work in concert to maximize our effectiveness. In the end, everyone benefited from this free and open exchange of ideas to improve and refine the delivery of services. Because the customer had taken the initiative to be our strategic partner and establish the framework for alliances, we were no longer just vendors. The client’s vision of our role in its business model helped to re-define many future relationships for us.

Alliances and Hunting Partners — Work only with people that share your values, ethics and commitment to integrity and customer service. You are judged by the company you keep. Soar with eagles and avoid the snakes.

Knowledge is Indeed Power — Information is either confidential in nature or it’s not. What is not confidential should be shared or traded, but be discreet with whom you share your information. Give a little more than you take. Keep a confidence at all costs, even if it costs you money! No, that’s not irrational. In the long term, you will reap greater rewards: Your reputation will always precede you. That is power.

Trends and not Fads — Try to read the future and sort the true trends from the fads. Over 20 years ago, I was a member of a “paperless office” project team. We were going to design, develop and implement policies, systems, procedures and automated solutions that fully supported the “office of the future.” The project was never completed, and to the best of my knowledge, no one has fully implemented a “paperless office” — anywhere.

Things are rapidly changing in the ways we communicate and disseminate information. E-mail has replaced telephone calls and written correspondence.  Tele-conferencing has reduced the need for corporate travel. But don’t think that technological solutions are the most cost-effective and efficient means to communicate   Nothing beats a face to face with a customer or a business associate. You can learn more by reading body language and “listening” to what is not being said! Besides, everyone want to see your pretty face now and then!

Think Big — Think globally, not locally. Today you may be a small company in both customers and revenue, but always present and act greater than what you are. Perception has a way of becoming reality.

I was the first and only full-time employee of an outsourcing company that I co-founded  in New York. In our first year, we had an opportunity to expand into the Chicago market, something we never envisioned — at least not that fast. One of our competitors had declined the chance to expand, and the client came to us with the opportunity. We got the account in Chicago and subsequently expanded our services even further with them into the Toronto market!  You have to believe in who you want to be and then act the part. Just do it! Make it happen. There are no “comfort” zones.

Growing through Horizontal and Vertical Integration — Plan and grow the length, depth and breadth of the services you provide. In order to grow vertically, you have to consider opportunities both up and downstream. Look into your customers’ and suppliers’ business. Identify and focus on opportunities that primarily complement and supplement your core business. For example, if you are in the ground transportation business, consider expanding into the air courier business. Many of your existing customers use air courier services. This is a logical way to grow and diversify. Think both long and short term. Buy or merge with companies that fit your business model.

Grow the Core Business — Consider outsourcing functions/tasks that do not directly relate to or possibly adversely impact your core business. Review all operations and/or support services functions to determine if outsourcing is the appropriate solution. Don’t just look for a quick hit on the bottom line. Think cause and effect.

Business and War — We sometimes think of competition as war, but it’s not. In war, people die. In business, there is always another day, whether you want to admit it or not. Remember, competitors and “enemies” today can be friends and allies tomorrow. Don’t burn any bridges.

Metrics and Matrix Management — Always think quantitatively. If you can’t measure it, how can you manage it? I once managed a consulting group of 35 analysts and five project managers. We used to recommend management reporting solutions to our clients but did not have one in place for ourselves. We didn’t listen to our own advice. Then one day, we had to make a detailed presentation to upper management, and we saw the light. Design, develop and implement management reporting systems.

Best Practices and Benchmarking — If you are not the leader in your industry, identify who is and learn from the “best.” Pick up the phone and call them. There’s nothing to lose by asking! Most people are flattered by the attention and willing to share information. If they are unwilling to share, you’ve lost nothing.

Business Disruption — Develop contingency plans. If feasible, don’t concentrate all your resources in one location. Back-up your files. Secure your client information. Minimize risk & exposure.

Systems and Solutions — Design and develop service solutions that are modular, flexible and adaptable. Cross train your staff to be multifunctional resources. Automated or technological solutions should, when possible, be designed using open-ended systems architecture and be, if possible, field upgradeable. Think systems. Implement solutions.

Teamwork — This particular team is comprised of players selected from outside your organization. They are your networked business associates who can provide you with real leads and opportunities. For example, I make at least five networking phone calls a day and meet at least once per week with my small and select group of players who provide services that complement mine. We all share and “sell” for each other. These external sales people can help you take your business to the next level. Think of nodes on a computer network. Their value grows exponentially. You need them, and they in turn need you.

Closing the Deal — Using baseball as a frame of reference, some pitchers are starters, some are middle or spot relievers and some are closers. No pitcher is exceptional in all three. Pick and choose who initiates or starts the contact with a prospect, which team member supports or, if need be, relieves the starter and who should close the deal. Timing, as they say, is everything! Know your staff’s strengths, and select the best closer. What else can you do to bring added value to your customer? Raise the bar on your own performance. Beat your expectations as well as theirs!

Seeing Business from the Customer’s Perspective — Always think and act from the customer’s perspective, and develop and present your proposals and responses accordingly. Function as a consultant to yourself.

“S.W.A.T.” is service with a twist. Do an audit of your own services. Are you fulfilling all the terms and conditions in your contract or service agreement? Why aren’t you doing more than what was agreed?

Diversification — More services to offer mean more potential sales. Design, develop and introduce complementary services that can stand alone or be bundled together to bring additional value to your customers. Spend the time, money and effort in research and development. Beta test new services, if possible, with your customers. Most of all, get feedback from your customers. They are your best source of information for new and enhanced services.

Be a Consultative Resource — Work closely with your clients. Present and conduct yourself as a management resource and not solely as a provider of service. Review and analyze your customers’ needs. Help them separate their wants from their needs. Use your analytical skills and abilities to assist them in other areas of their business.

Passion — You can’t teach it, and you certainly can’t fake it. You either have it or you don’t and, believe me, customers can tell. Work with passion or find something else to do with your life! In these ever-changing times, you have to be ahead of the curve.  Remember, change is the only constant!

About the Author:

During his career, Joe has been on the client’s, vendor’s and consultant’s side of the desk. This tri-angular perspective enables him to bring value-add to all his endeavors. He a Certified Business Manager (CBM) who provides consultative services (The Vaccaro Group) to entrepreneurs. Joe is a Viet Nam War Veteran with a total service-connected disability. He can be reached at 917-566-5147 and JoeV1120@aol.com

Article Contributed by Jeff Beals

While many indicators point to an improving economy, it’s far more difficult to attract clients now than it was a few years ago. Perhaps worse, many economists expect the job market to remain challenging into 2011 and possibly beyond. Credit is still hard to obtain and consumer confidence is far from robust.

When times are tough, the phones aren’t ringing and the low-hanging fruit has already been plucked. That leads many to pull back and reduce their work intensity for fear that their efforts would end up being applied in vain.

That’s the wrong response to a challenging market. In times like these, smart professionals develop new products, become more innovative, embrace creativity and market themselves harder than ever.

If you’re not working on as many projects as you would like right now, use the extra time to sharpen your skills. Read business books and invite people you admire to lunch, so you can “pick their brains.” Perhaps you’ve been thinking of developing a new product. This is a great time to work on it. Use the down time to reexamine what you do. Try to see your career and your business from different angles in order to find more effective ways to accomplish your mission.

A long time ago, the great businessman Henry Ford visited a beef packing plant in Chicago. Ford took great interest in the way workers processed the beef from whole carcasses into small cuts of ready-to-sell meat. As he observed, it occurred to Ford that if the process was reversed, all the cuts would go back together to form a whole steer carcass again. The metaphorical light bulb switched on in Ford’s head. “I can build automobiles this way,” he thought. Ford returned home to Detroit and promptly created the famous assembly line.

What can you learn from the methods other professionals use in their industries?
A challenging economy is no time to stop marketing. History shows that those companies and professionals that stay in front of their clients are the ones that prosper when good times return.

During the 1920’s, Ford was selling 10 vehicles for every one sold by Chevrolet. After the Great Depression, Chevy held the sales lead. Why? Marketing. Chevy didn’t let up during the bad economy. The same thing occurred in other industries. Before the Depression, C.W. Post dominated the breakfast cereal market. By the end of the Depression, Kellogg was number one.

Never let down times or any self doubt cause you to slow your efforts to foster relationships, build your brand and acquire new clients.

Business is cyclical. If it always moved at top speed, when would we have the chance to reinvent? Put your ideas into action now, because there might not be much time to finish them before things start booming again.

About the Author:

Jeff Beals is an award-winning author, who helps professionals do more business and have a greater impact on the world through effective sales, marketing and personal branding techniques. As a professional speaker, he delivers energetic and humorous keynote speeches and workshops to audiences worldwide. You can learn more and follow his “Business Motivation Blog” at http://www.JeffBeals.com.