You've probably have heard the saying:  "the money is in the list",

well - it's true.  It is in your list.  And it's a frustration that a client brought to her mentoring call this week. She was all flustered because she keeps hearing that to do any good, you've just got to have a BIG list.

What's the point of having a list of ten or thousands if no-one is opening your emails, let alone buying from you.  Wouldn't it be better to have a smaller list, filled with clients who can't wait to open your emails and read what you have to say.  Who look forward to your latest product or service launch, and are happy to purchase from you.

No I'm not saying that you stay with a small list, you do want to continue to build it, but build it strategically. The way you can do this is by being very clear on your strategy around building your list.  If you have a clear strategy, you build quality rather than a quantity. 

Your first strategy is to be very clear on who your ideal clients are. The clearer you can be about this, the better understanding you will have around what you can share with them.  If you've worked through our e-book on 'Identifying Your Ideal Clients', you will be clear on who these people are. Take time to really understand what their concerns, challenges and dreams are.  Develop your avatar about these clients and have it somewhere you can see it regularly to remind you about them.

Your second strategy is developing a relationship with your clients through the content you provide.  When writing, make sure you are conversational. This isn't the time to become a bureaucratic writer!

A tip to remember is when writing articles or emails imagine that you are sitting across the table having a coffee with your ideal client. Have a conversation with them, use conversation tones and make it easy for them to get to know you.

For those of us who aren't natural writers, it does take time to get use to writing in this style.  I know for me it took a while to write more conversational, as having a Defence Force background my style was very militant and rigid.  Even now after many, many years I still find I'm learning from each article I write.

The final strategy is to be aware of how you position yourself.  You want your clients to see you as a leader within the marketplace.  To see you as someone who is willing to take a stand on what you believe in and inspire others. Someone who is willing to tell your story to connect with your clients.

Think about the e-newsletters you currently open and read, what makes you want to open those particular emails? My guess is that it has less to do with the instructional information, but more to do with the individual person and how you see them...

Now you've got a strategy to follow, what are some of the tactics you've used to build your list?  Please share them with us on our blog or Facebook page.

When I sent this interview out in my VIP newsletter, I titled it "She had me at HELLO" - and when I first spoke with Melanie Summer, she did!  I knew that our interview was going to be fun and real, that there would be no pretense.  I knew that Melanie would reveal to us warts and all, what she did to turn her business from a $250,000 debt into the multi-million dollars business it is today.

Here's the interview:  Melanie Summer

If you want to know a little more about Melanie, here you go:

Melanie Summer is an award-winning business owner who oversees a multi-million dollar glamour photography company with 23 staff.  Her success hasn't come easily - she has battled bankruptcy, stress, language barriers, confidence and self-esteem issues, all while being a single mother with little or no support.  Like many small business owners, Melanie realised early on that passion and hard work are wasted without clarity of vision and that being a victim of circumstances is a mindset, not an excuse.  Rather than give up she chose to transform her life and her business by taking on a coach, immersing herself into every self-help seminar she could lay her hands on, re-training as a hypnotheraphist/public speaker and creating a focused, clear roadmap for business success.  Within three years she turned a $250,00 debt into a multi-million dollar assess and was recently awarded the Telstra National MYOB Small Business Award for her remarkable achievements.  Melanie lives and works on the Sunshine Coast with her daughter, Dana. 

Feel free to leave your comments below.

We’re currently two-thirds of our way through our 90 Days - Get More Clients Coaching Program.

This program has specifically provided participants with a step-by-step framework to allow them to grow their business. Over the next few weeks, participants will be stepping up to the plate and presenting their business to other members of the group. 

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.

When you first started your business, did you make the same mistake that I made?  Did you feel you   had to take on every new client who approached you?  I did!  When I started, one of the strategies I thought would build a successful business was to see everyone as a potential client.  I would chase them until I became exhausted.  It didn't guarantee me new clients, my bottom line didn't grow, and my business wasn't successful.  Something had to change. 

I knew what I wanted to create, but at that time I didn’t really know or understand how to create it successfully. It took me time, and a high level of commitment, but after reading, studying, and being mentored, I knew I had the skills and knowledge to build a business that I would be proud of.  A business that would be successful! I realised that it took focus and persistence, because building a business is a marathon, it’s not a sprint.

Over a period of time, I developed a formula that worked for me. I called it my Success Formula.  It goes like this:

Make a Decision + Stay Focused + Be Persistent = Success

So how does this look in reality?

Make A Decision

So, you’ve blocked out your 2011 planning time, begun to thrash out your goals and intentions for creating the best business year yet.  Research has been completed. You’ve worked with your business mentor or advisors around how to stretch yourself further, and achieve these goals.  Now it’s time to make a decision! 

Ask yourself:   Are you excited by the goals and intentions you have set?  If yes: 

Have you stretched yourself?  If yes: 

After intensive research, are you willing to back yourself?  If yes:

Are you willing to make the decision that these are your goals for 2011?  If yes:

It’s time for you to commit to this decision.

Now if we go back to the very first question around being excited by your goals – if you answered ‘no’ to this question, than its back to the drawing board for you.  Keep working on your goals and intentions, until you feel the excitement, until you know internally that the goals you are setting will set you on fire.

Okay, now you’ve made the decision, what’s next?

Stay focused & be persistent!

As mentioned earlier, building your successful business is not a sprint, you want to treat it as a marathon.  Don’t make it hard.  If you read anything about successful entrepreneurs, you know that in most cases they persist when others give up.  Now that doesn’t mean at times you may need to change or modify your decision, but what you want to do is make the necessary changes, get back on track, and continue to be focused and persistent.

When working with my mentoring clients, and step up their marketing efforts – by doing research, developing extraordinary products and services, and focusing in on their target market.  Often what I will begin hearing from them is “Deb, you are relentless, and this is a lot of work.”  And they're right, but this is business, and this is the legacy they are creating. 

When you put the right work in, focus and stay persistent, results will happen.  If you’re not sure what the next step is for you and your business, why not check out my Marketing Blueprint Workshops.  What’s the worst thing that could happen?  You could come away with your 2011 marketing plan.  Remember all it takes is making that decision.

I always believed that being a member of the Royal Australian Air Force gave me a great foundation for my life, both professionally and personally.  The things I learnt from my time in the military have been invaluable to my business success.  The expansive skill set of strategic planning, competitive intelligence, decision making, leadership development, high standard enforcement, and innovation in execution are just a few of the skills that I walked away with.

When I first started out in business, I looked at the skills I had, but then quickly realised that to be effective, I needed to translate them from a military context, into a context that would provide me with the greatest value to my business.

I am reminded of these skills whenever the end of the year is upon me, as I normally will spend the last couple of months of the year planning and preparing for the next year. 

Here are three of the skills from the military that I find most useful for my business:

Intelligence:  In the military, there is always a systematic and ongoing analysis of competitors.  Understanding and reviewing the intelligence of your competition allows you to stay alive!  So when was the last time you spent time studying your competitors?  Do you know who your top five competitors are and what can you learn from them?

Action Step: Before now and the end of the year, take time to identify your top 10 competitors.  Use the questions set out in my previous article – Competition is not a Dirty Word and diligently work through these questions, so you have a better understanding of what your competitors are doing.  Use this information to either make changes to what you are currently doing or allow it to show you that what you currently do is cutting-edge. 

Planning and Preparation:  The military are known for their comprehensive and structured planning – which they do very well.  Not only is the planning  comprehensive, but it is timely and well executed.  There are only 64 days until 2011 hits us – have you begun to put together your strategic plan for 2011?  What are your goals and targets?  Have you started to develop your 2011 Marketing Plan?  Remember that 90% of all small businesses don’t have a marketing plan in place.  Make sure you are one of the 10% that does.

Action Step:  Block out time between now and January 1st to plan for 2011.  If you're not sure what you need to do here, now is the time to identify the specific type of support you need to help you develop your plan.  Get clear on this, and 2011 will be your best year.

Leadership Development:  The value of a great military leader was more than just what they did, it was how they did it, how they made decisions, lead their teams and presented themselves overall.  Many had to learn to be great leaders, and often in very trying circumstances.  I often find that when working with SME’s, they either don’t understand or don’t see the importance of being a strong leader.  But I would like to challenge you to think about this differently, whether you are a solopreneur or have a small team, your leadership skills and development is vitally important. 

Action Step: Please don’t make the mistake of not seeing yourself as a leader.  Take time to create a vision of the leader you would like to be and see the impact this can have on your business.

I look forward to hearing how you plan to spend your next 64 days.  Feel free to let me know.