Taking time to survey your community is always such a valuable process, and I would encourage you to survey yours especially if you've not done one for a while. With the available free survey tools such as Survey Monkey, it really is an easy and effective way of finding out, not only what is happening within your community, but what they are wanting from you as well.

I want to thank you all for taking the time to complete the survey, and sharing with me what your biggest struggles were in marketing and building your business.

What you've told me was very revealing....

More than 46% of you said that you didn't have enough clients. As you know, lack of clients means a lack of cash; a business can't operate without clients. I know you are passionate about what you are doing, otherwise you would not have taken this leap into starting your own business. No matter how long you've been in your business there are always ebbs and flows, and with cashflow an issue, I'm guessing that you are working long hours and are more stressed now than what you want to be or need to be!

Sometimes it's because you've come into your business as the technical expert, and the actually promoting of your business is something you're not quite sure of, or maybe you begrudge having to do it. I really understand that, because when I first started out nearly 20 years ago - I too came in as a technical expert, and also breaking new grounds into an industry that was just beginning here in Australia.

There's a saying: "You don't know what you don't know!". And at that time I didn't have any idea that to build a successful business, marketing and promoting was so important. I thought by delivering results that was enough! It was enough to keep the doors open, but it wasn't enough to grow and thrive.

40.2 % said you lack time.....which as you know becomes a cycle whereby you are always chasing your tail. This means you try to do the right thing by blocking out time in your diary to focus on getting more clients, and than become stressed when you don't have time for the other areas of your business.
The other interesting result was around products, 63% said you were not producing any type of information product at the moment. Does this mean you're stuck in a business model of working dollar for hour?

In the 'further input section', where you could write and tell us more, many of you said you want to build a successful business, but don't know where to start or who to get support from. You asked that we share articles and stories from other successful entreprenuers, and some simple tips to get you started.

I'm pleased to say that we have started to do this for you. I don't know if you've noticed but in our weekly Business Booster Inbox Magazine, we're gathering a panel of experts to provide you with informative articles that show you ways you can build your business, and look after yourself. Please let us know what you think of our new format over the next few months.

I also believe I've come up with something that will support you to get more high paying clients, and we will get to work together on this. Keep an eye out early next week for this announcement.

Best regards,
Deb

Ps., Thanks again for taking the time to complete the survey - I do really appreciate it!

“It’s just too expensive!”  What’s your response when you hear this from a customer? 

Do you back pedal and try to justify your price?  Do you immediately offer a discount? Or do you realise that you’ve obviously not explained the true value of your service or product? 

Yes, there are always those customers who for them, price is an issue and no matter what, they are looking for the cheapest cost for the service they need.  That’s okay, and it's a normal part of doing business. Let these clients go through to the keeper, don’t try and convert them, because ultimately it is not worth your time.  It will just be their loss in the long run.

But there are a majority of customers where price isn’t their deciding factor, value is!

So the next time a customer says that you are too expensive, consider the following.  Have you explained to them the real value of your service and/or product? Have you taken the time to speak to them about the benefits and results you deliver, or have you simply provided them with only  the price of your services?

There are many motivators that make people buy, and the main four include, making more money, saving money, saving time, and avoiding effort.  It’s important that as part of your process of educating your customers about the value of your service and products, that you are clear as to which of these motivators fit within your results. 

Here are some strategies you can put in place to further explain your value:

• Put together a sales process for all new potential customers.  This doesn’t need to be a ‘hard’ sales process, it needs to a system that works for you and your business model.
• Provide them with more than just a price.  Firstly, take the time to find out about their struggles, their concerns and their business. Understand what is happening for them by asking open-ended questions and then listen!  Listen to the words they are saying as well as the tonality of their voice.
• Speak about the value you provide.  Don’t rush this process!  This really needs to be about them buying your services rather than you selling.  Take the time to demonstrate either through examples of what you have achieved with past customers, or by linking their current challenges back to the solutions you provide. 

When you take time to find out more about what is happening for your customers, and speak directly about the value you add, you remove the price point.  Without knowing it, you begin at this point to increase the trust factor,  strengthen the relationship and customers will choose to work with you. 

Is there something specific you do to demonstrate the value your services or products add - if so, share with us here.

There’s no beating around the bush here today, as I want to share three things you really will want to STOP doing, so that your business can move to the next level.

1. STOP doing everything yourself, and being a lone ranger.
2. STOP doing the things that don’t generate you an income.
3. STOP thinking that because you are brilliant at what you do, your business will be successful!

All too often we hear from business owners, whose lives and businesses are coming apart at the seams, because they don’t use the concepts mentioned above.  I know that this may seem to be a chicken and egg situation, i.e. you can’t bring in another person to take away some of your non-essential work, because you need to make more money to be able to do this and vice versa. 

But let’s take a positive approach.  Rather than focus on the areas that you need to STOP doing, why don’t we have a look at what you can START doing.

Secret #1. Surround yourself with successful, positive, honest, can-do individuals.

As Mark Twain said:

“Keep away from people who try to belittle your ambitions. Small people always do that. The really great make you feel that you too can become great.”

Now let’s be honest here, this is NOT a new concept and every successful person I have spoken with or read about always speaks about the individuals who have had a positive impact on their businesses and lives.  Whether it’s family, friends, colleagues or mentors, being surrounded by happy, positive people has a lot going for it! 

As entrepreneurs our days can be pretty solitary, heads are down creating products, delivering services and results, and you are working in your business rather than on it.  Not having the chance to brainstorm ideas with other people, or having someone to work through a particular issue or challenge, can be soul destroying at times.  This is where a community is so important, not only for your sanity, but also for your growth and development.

The use of collective wisdom is so important, and it works!  During our group ‘Get More Clients’ call, I opened the call up for clients to ask the group any questions they have about their business.  What I loved about this process, after one particular client spoke about a challenge she was facing, was the range of possible solutions that came forward from those on the call.  As we wrapped up this part of the call, this client was thrilled as she now had a number of different strategies she could look at putting in place that she hadn’t thought of before.  It was great to hear the excitement in her voice.

Who is in your community?  Do you have a group of individuals you meet with regularly for support and encouragement, or do you work with a mentor?  You all know that I am passionate about having mentors as part of your business building strategy, and for me personally, the impact that my mentors have in my business is immeasurable in terms of growth and development.  Next week I’m heading off next week to spend a day with my mentor and mastermind group in Chicago, and can’t wait to spend this time strategising and planning the next stages of my business.  This type of investment, is invaluable to the growth of my business, and will flow on to my clients.  I can’t wait to share with you the gems I learn.  

Secret #2. Identify the profit making areas of your business and focus on these.

Often we spend more time working in our business rather than on it. With this step, it is time for you to step back and look at your business as a whole. This is most important when you find yourself stuck at a certain level of revenue and things don’t seem to being moving forward.

Be honest with yourself, have you become the speed bump in your business? When this happens it is time to start thinking, “Am I the person that really needs to XYZ?” [xyz being the many things you spend your time on each day that aren’t making profit].

For example, working recently with one of my 1:1 mentor clients, we spent the day  going through her business; pulling it apart and re-grouping all of her ideas and products. As we were putting together her new plan, she suddenly felt overwhelmed by all the potential projects and products she could develop. It wasn’t until I asked: “Who on your team can you delegate some of the non-profit making activities too?” that she got her ‘ahh’ moment.  She realised that by stepping aside, letting go of the need to control everything, and delegating some activities, she could focus on her passion and really move her business to the next level.

3. Remember, You are in the business of MARKETING!

Controversial I know, but if there is one thing that will make a difference to your bottom line it is when you realise that your business is that of MARKETING! I have worked with some amazingly talented, educated, and brilliant people over the years, who have fabulous reputations yet only mediocre businesses. I have worked with and  watched other individuals who are good in everything they do and their businesses keep growing. What stands out is those in the second group GET that they are in the business of marketing, and they know that by focusing on their message and marketing to their target audience, they will achieve their sales. However, the first group often get stuck with working in their businesses that they don’t appreciate the importance of MARKETING until it is too late.

So what group are you in?  Take a moment to share with us your thoughts...

Over the past month, have you noticed that there has been quite a bit of commentary around the humble e-newsletter making a comeback!  Personally, I don’t think it actually went anywhere.  Yes, it may have got a bad rap for a while, and might have been side-lined for the whole social media onslaught, but there will always be a market for receiving strong, practical, value-added information.

In fact, I was reading a report today by Ali Brown in which she stated “According to a 2010 study by ExactTarget, 56% of Internet users interact with brands only via marketing emails, compared to 1.3% who interact only via Twitter and 0.7% by Facebook.”  Interesting statistics don’t you think?

A well written e-newsletter really is a must have within your marketing campaign. 

Whether you are starting out, or are a seasoned email marketer, developing an e-newsletter that attracts your ideal clients and makes you sales, is what you really want to be focusing on.  Remember that you don’t want too be ‘in your face’ pushy with your clients. What you do want, is to build strong solid relationships, engage in a conversation, and increase the overall trust factor between your client and yourself.

You can do this by making sure your e-newsletters adds value, that it's practical and makes a difference.  Your clients' email addresses are valuable commodity, and they’re not going to hand them over to just anybody!   

Over the past ten years, I’ve always done some type of email newsletter.  At first it was monthly, then fortnightly, but now it’s sent out weekly to all within our community. The frequency works and we have no illusions that you read it every week, but we do know that you will read the topics that add value to you and your business, and that is really all we can ask for.

Our current format was worked out last year with my mentor MaryEllen Tribby (ME), as she had a specific strategy for successful e-newsletters. And interestingly enough, I’ve received emails this week asking me about my newsletter, after she had presented it as one to follow in a webinar she was co-hosting with Ryan Deiss.  Together they were launching their new Inbox Empire product, which focuses on the whole business of e-newsletters.  So when ME is focusing on developing a product based around e-newsletters, you know they're back on the radar.

So what are three strategies you can put in place to make sure your e-newsletter engages with your clients and makes you money?

1.  Add value with your content.

Don’t waste your clients’ time by not adding value to their day. You ideally want your content to be practical and focused on results. The best way you can do this is to be really clear about your ideal clients, because as their problem solver, you will know exactly what they will want to read.  Focus on them – your client!

Stuck on ideas? Then why not include a case study illustrating a client’s success story; interview other experts; have guest writers write for you. These are a few additional strategies you can include to add value to your content.

2.  Direct your clients to make the right buying decision.

You can be providing great content, but unless you have a sales strategy in place, you won’t make money from your newsletter.  Now that’s okay if you don’t intend it for that purpose, but if you do, then your clients are looking to you for your advice.  In fact, they will want to know what your new products and promotions are!

You’ve built a strong relationship and they know you deliver results, so don’t feel shy about sharing your latest promotion.  You don’t have to fear coming across as a used car salesman. Just keep consistent with your personality and style and they will appreciate it. 

There is a rule of thumb that for every newsletter you send, you can do two promotion emails – do you do this?

3.  Be consistent.

In your initial confirmation email, you should aim to provide your clients with the information they need to receive about your e-newsletter.  This includes the frequency of your e-newsletter, as well as what day they can expect to see ‘you’ in their inbox.  Once you’ve stated this its up to you to stay consistent. 

So, if like me, you’ve committed to a weekly format with delivery every Thursday, then you have to make it happen each week.  This is how you build the relationship with your clients and increase the trust between you and them.  If your email comes in bits and bursts or whenever you feel like it, how do you think this comes across to your clients?  

Putting together your e-newsletter will take time and commitment, but once you get going, it really is worth the effort.  There is nothing more special than when you receive comments about how your articles have impacted another person, or made a positive difference to their business. Words can’t explain how good that feels.

So what are you doing with your e-newsletter? Feel free to share with us your strategies and ideas for a successful e-newsletter.