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December 2010

I am Most Thankful For ...

image from www.billgluth.com I hope you'll take a few moments to share in my Thanksgiving message at http://www.billgluth.com/tgiving.htm

For those of us in the United States, Thanksgiving is a time to begin the holiday festivities by reflecting on what we are most appreciative for in our life.

For me it is my good health, freedom to do as I choose in a business of my own creation and all of the wonderful clients, subscribers and friends who open their heart to my ideas and methods week after week.

Thank you for reading my blog. I appreciate you very much.

Enjoy Thanksgiving with family and friends and reflect for just a moment on all the wonderful things that you have to be thankful for in your life.

I hope you'll take a few moments to share my Thanksgiving message at http://clicks.aweber.com/y/ct/?l=Etp2O&m=1f9kAGDivMwzJf&b=b25lCT8AmWLJBkWMC.csbQ

 

For those of us in the United States, Thanksgiving is a time to begin the holiday festivities by reflecting on what we are most appreciative for in our life.

 

For me it is my good health, freedom to do as I choose in a business of my own creation and all of the wonderful clients, subscribers and friends who open their heart to my ideas and methods week after week.

 

Thank you for subscribing. I appreciate you very much.

 

Enjoy Thanksgiving with family and friends and reflect for just a moment on all the wonderful things that you have to be thankful for in your life.


Are You Sales or Marketing Driven?

IStock_000003927064XSmall When it comes to running a micro or small business, generating revenue consistently is one of the most important factors to remain in business and prosper.

How do you keep revenue flowing in a business? By creating sales.

Sales are created either through a direct sales effort or through your marketing program. Which process do you use?

Here’s how to tell the difference.

I know successful business owners who partner with people who have responsive lists focused on a specific target market.

These businesses schedule a webinar, offer a high perceived value consultation as a gift, attract sales leads and create the sale at the consultation.

This is an example of businesses that are sales driven because revenue is generated through a direct sales (and follow up cycle) effort.

In sale driven organizations, marketing attracts qualified people to a live interaction with a sales person, who then creates the sale and revenue.

On the other hand, I know of other very successful business owners who do things differently but with equal or perhaps even better results.

This group will use content, personal brand positioning, social media and email marketing to build a marketing list and then drive people to sales offers online.

In this case, the online sales letter is the sales tool that converts interest into revenue.

In marketing driven organizations, personal brand positioning, adding value through tons of content and consistent and frequent email marketing drives people to an online sales tool.

A live sales person is not engaged and follow up is done more or less automatically, segmented by interest, through an auto responder system.

Which is better?

Neither. They are just different approaches to create the same result; revenue generation. But each requires a different mindset and plan.

The common bond between both approaches is consistency. No matter which process you use, it has to be used daily to work.

How about you, are you sales or marketing driven?

The worst case is that you are neither.  In that case you’re probably struggling and wondering why your business isn’t doing better.

Now you know.


The Secret to Getting Noticed

The marketing mantra of the past year has been focused on building an audience. The popular word for audience today is tribe.

The problem is that you may not know what it takes to effectively build an audience that cares about what you have to say.

Here is the secret to building an audience or tribe that you are probably missing.

Building a tribe starts with having a conversation with your target market. Is what you’re talking about interesting and worth following?

If so, great, you’ve taken a good first step.
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If not, I’d recommend you read the book Lynchpin (pictured) by Seth Godin. Order it on Amazon today.

Once you have a message that people relate to, how can you get it out so people hear your message?

From a marketing perspective the concept of “frequency” comes into play.

Here’s an easy way to understand frequency.

Pick a current popular brand. It doesn’t matter what brand you pick as long as it’s a popular brand.

Notice how often it shows up in the media. Don’t stop at television. Look online, in print media, even in social media.

See how easy it is to notice the brand?

This is frequency in action. Frequency creates memories and buyer retention of your message. Of course retention and memory creates a desire to buy the product.

Now look at your communication strategy.

In talking to solopreneurs over the past year I found that about 95% of micro and small businesses do not have a communications strategy. They just kind of wing it. As a result, they are hit and miss on getting content (e.g. articles, blog posts, podcasts and video) into the market.

They want to build revenue but they don’t show up often. As a result, most of these businesses are invisible.

I’m sure you can see the problem here.

Solving a problem begins with awareness. You can start by looking at your own marketing/communication efforts today.

How often do you show up? In other words how frequently are you sharing ideas so people can get to know you, your work and the value you’ve created that will enhance the lives of others?

Without a consistent communications strategy you can commit to, you are not going to show up very often.

That means your paid marketing has to work harder. But we all know that paid marketing alone is seen as advertising and is frequently ignored.

This is why having a consistent communication strategy is so important to micro-businesses.

It’s so important, in fact, I’m stepping up to assist by giving you a gift.

Between now and the end of December 2010 I’ll offer you a special Communications Strategy Analysis session to help you see where your marketing/communications efforts are positioned today.

To accept my gift, email me directly at bill@billgluth.com with the subject line “CSA Request.”

I’ll personally reply and schedule a time to meet with you. This is not an auto responder. This is my personal email that I will personally reply from to assist you in accepting my gift.

I’ll help you see where your communication strategy is today and provide a few ideas on how to strengthen it.

The purpose is to assist you to build the business you envision instead of the one you may be settling for now.