Tag Archives: Gail Z. Martin

by | May 11, 2011 · 10:05 am

Finding your Sasha Fierce

By Gail Z. Martin

If you’re a Beyonce fan, then you know  that according to the star, she’s actually not as “out there” as her stage persona.  In fact, Beyonce psyches herself up for performances by mentally playing a role, a character she calls Sasha Fierce.

I think that’s brilliant, and it got me wondering—have you found your own Sasha Fierce?

There are so many times in business that you have to go public when inside, you’re thinking “I’m not ready yet!”  And yet, you have to go.  It may be doing a presentation that you wish you had another month to practice, or making a sales pitch to a prospect that is a big opportunity.  Maybe it’s rolling out a product that is as good as you can make it but not perfect.  You focus on the maybes and the fear, instead of strutting your stuff.

Time to find your Sasha Fierce.

Pretend you have an alter-ego (all the superheroes do, why not you?).  This alter-ego is whatever you think you’re not—extroverted, comfortable on stage, never at a loss for words, quick on her feet, good at closing a sale, etc.  Imagine you’re writing a play with the alter-ego as a character.  Describe him/her in detail.  Make it like a real person.  And when you’re done, try on your “secret identity” for size, like a suit of clothes.  (Ever notice that superheroes always change clothes when they go from alter-ego to hero?)  You don’t even need a phone booth (what does Superman do now that everyone has cell phones?).

Step into your version of Sasha Fierce, and pretend you’re the actor playing the role.  No one needs to know except you.  In the role, could you be bold?  Could you take charge of the situation?  Make the sale? Close the deal?  Could you get on stage without shaking?  If so, then you’ve learned what Beyonce already knows—everyone needs a Sasha Fierce.

Comments Off on Finding your Sasha Fierce

Filed under Gail Z. Martin, Inner Coach, Sales

Tagged as , , , , , ,

by | May 4, 2011 · 10:44 am

In Murder and Marketing, Intent Counts for Everything

By Gail Z. Martin

If you’ve ever watched a detective story on TV, you know that (at least on television), when it comes to murder, it’s not just a matter of figuring out who did the deed, but also determining the intent behind the deed.

That’s one thing that murder and marketing have in common. Intent means everything.

For your marketing to be effective, it’s not just what you do, but why you do it and what effect you mean for your actions to achieve. Too many business owners flail around, wasting time and effort, with a “throw something against the wall and see if it sticks” approach to marketing. They have no clear intent, so the marketing achieves no clear outcome.

You can do better than that.

Sit in a quiet place for 30 minutes with a piece of paper and no distractions. Write down your intentions for your business this year. Begin each sentence with “I intend”. Your intentions can be to hit a revenue goal, enter a new market, hire staff, re-work your strategy, move to a new building, gain a specific number of new clients, attract a specific type of new client—it’s up to you, just be specific. Don’t say “I intend to get more clients.” Instead, say “I intend to attract five more ideal clients at the $1000/month level.” See the difference?

On the next day, take another uninterrupted 30 minutes. Review your list of intentions. Now think about how you’ll need to make some changes in your marketing to align your marketing efforts with what’s necessary to achieve your intentions.

Maybe you’ll need to do more personal networking. Perhaps you’ll need to re-work your schedule to permit for more travel, more time spent finally writing that book you’ve meant to write, etc. Maybe you need to hire a coach to help you gain new skills or revise your strategy. Make sure you state each action as an intention, beginning every sentence with “I intend.” Make it specific, and add a time-frame for each intention.

Creating a killer marketing strategy isn’t hard—if you’re clear about your intention.

If your marketing strategy were against the law, would there be enough evidence of your intentions to convict you? However, there are some marketing strategies that you may consider, like 3D billboard advertising. They offer a unique way to grab the attention of passersby with their eye-catching and immersive designs.

Comments Off on In Murder and Marketing, Intent Counts for Everything

Filed under Gail Z. Martin, Intentions, Marketing

Tagged as , , , , , ,

by | April 27, 2011 · 10:39 am

Clear Vision makes the Difference for Online Marketing

By Gail Z. Martin

What, specifically, is your vision for your online marketing? If you don’t have clear intentions for your online marketing, it probably isn’t working as hard for you as it could.

Online marketing includes your web site, any paid ads you run online such as banner ads or Facebook ads, your presence on blogs and podcasts, online press releases, web videos and audios you’ve created, teleseminars and online events—everything about you on the web.

Does your online presence tell a consistent story? Do all the pieces reinforce your position as an expert? Are you showing yourself in your best light?

In order to have a clear intention for your online marketing, you need to focus on your top business goal and your #1 target audience.

Everything you do should support achieving your top business goal by successfully connecting with your #1 target audience in a way that moves your audience to take strategic action.

What is the action you want your audience to take? Do you want them to move down your sales funnel from free download to expensive consulting product? Do you want them to sign up for an upcoming event? Are you hoping they’ll invite you to speak? It’s OK to want all of those things, but you’ll need a carefully structured online effort to reach multiple audiences with multiple goals.
Start simple. If your #1 target audience did just one thing to make the biggest impact on your bottom line to help you achieve your top goal, what would it be? Once you know, align all of your online marketing efforts toward encouraging your audience to take that single action.

Comments Off on Clear Vision makes the Difference for Online Marketing

Filed under Gail Z. Martin, Marketing, Social Media

Tagged as , , , , , , ,

by | April 20, 2011 · 10:37 am

Does Your Web Site Have 20/20 Vision?

By Gail Z. Martin

Does your web site have a clear focus on communicating with your ideal client, or is your focus a little fuzzy?

Can you see your statement of intention in your web site—its design, content, and wording? If not, your focus is probably fuzzy, and your target audience is probably not getting a clear message.

Start with a clear statement of intention. Who do you want to attract to your web site? What do you want them to do when they reach your site? What impression of you do you want them to carry away? How often do you want them to return?

When your intentions for your web site are clear in your own mind, you can view your site with fresh focus and new eyes. Imagine that you are one of your ideal prospects. Look at your home page. What does it say to you? Does it offer value or promise to help you solve your most pressing concern? Are there no-risk ways to get to know the expert (you) better—such as a free downloadable article or ebook? What is on the site that will improve your (the prospect’s) life? If you’re sure of what you want, hire a web development and design service for your website makeover.

Now that you’ve had a chance to take a 20/20 look at your web site with fresh eyes and clear intentions, what changes will you make?

Comments Off on Does Your Web Site Have 20/20 Vision?

Filed under Gail Z. Martin, Marketing, Sales

Tagged as , , , , , ,

by | April 11, 2011 · 9:56 am

The Golden Rule

by Tish Times

I have lots of meetings. I meet with prospective Corporate Members, I meet with job seekers, I engage with vendors, I talk to entrepreneurs. I make it a point to learn something from each interaction that I have.

Recently I met with a company who was trying to sell me on their product. I had some additional appointments in the vicinity of their location, so I asked to meet at their office. The meeting was scheduled for 8:00 a.m., I arrived about ten minutes early. The lobby was open so I took a seat to await the arrival of the prospective vendor. Around 8:10 the gentleman that I was anticipating rushed through the door, papers spilling out of his briefcase, tie untied, obviously very discombobulated. I understand that things happen, and people run late occasionally, so I didn’t comment. He greeted me and we proceeded into his office and sat down. He began shuffling papers around on his desk, attempting to make room for us to conduct our business. As he continued his housekeeping, I examined the surroundings. I noticed that the man’s suit was wrinkled, as though he had grabbed it from a hamper on his way out of the door. There were piles and stacks of “stuff” surrounding the small office sitting on the floor or atop file cabinets that were either unused or overfull. When we began our conversation, it was evident that he hadn’t prepared for our meeting. I found myself answering questions that had been asked at our last encounter; in addition, it was as though he hadn’t acted on any of the information that I had previously provided. Quite obviously I had wasted my morning and there was a horrible impression left from that interaction.

My first inclination was to make a quick judgment based on my experience, however I decided to make this a learning opportunity instead. I pondered how I felt when I was early, but my prospective vendor did not respect my time. It caused me to consider the importance of making my clients feel valued. I then thought about the negative sensation that I had in the office. Instead of having a sense of calm, I felt very uncomfortable. Had this person known me at all, he would have been aware of the great appreciation I have for a neat office! My thoughts immediately went to the type of atmosphere I want to create for my customers. If I felt uneasy in those surroundings, I am sure others have had the same experience. I wonder how much business is lost because of the experience we provide (or fail to provide) for our potential clients. What are you doing to create an environment conducive for great experiences in your business? Even in a virtual environment, you create the ambiance that may inspire your prospective clients to buy, your potential employees to accept your offer, or your interviewer to select you. The time you take to prepare for a meeting and obtain knowledge of the person you will be connecting with will speak volumes to them concerning your desire to meet their needs.

I may not do business with the individual to met with last week, but I will never forget the experience. I gained a whole new appreciation for the Golden Rule. I will create the environment for my clients that I hope companies will create for me. Find out what your clients, want and need then give it to them; otherwise be willing to refer them to a company who will. They will respect you more and will come back when they have a need you are able to meet. Although I may not do business with my “teacher” from last week, I will provide feedback (to them – not to the world) as to why I made a decision to go elsewhere. When you receive criticism, don’t take it personally, but use it as an opportunity for growth and to repair areas of your business or life that might need attention. Use each encounter as an opportunity to get better; and don’t let the negative feedback that might come periodically make you bitter. As my mentor says, ‘When you know better, you can do better”. Make a decision today to be a lifelong learner.

Tish Times is the owner and Chief Executive Officer of HireTimes Career Group. Tish is an expert on career and business redesign. To receive her articles on Working Your Passion, confidence building for career and business strategies, and mindset change, visit www.hiretimescg.com and join the mailing list. For coaching or speaking engagements; contact 877-546-7408 or tishtimes@hiretimescg.com.

Comments Off on The Golden Rule

Filed under Guest Blogger, Image & Identity

Tagged as , , , , ,

by | April 6, 2011 · 10:13 am

Are you ready for the spring thaw?

By Gail Z. Martin

This has been the l-o-n-g winter.  No one seems to have been safe from weird weather.  (When the Dallas airport is closed by snow right before the Super Bowl, things are definitely weird.)  We’ve been hit by so many cold days and snow that we wouldn’t blame that famous ground hog for packing his bags and moving south (although here in the south, it hasn’t been too cozy this year).

The last couple of years have been like nuclear winter for business.  There’s been one fallout after another, from the housing markets to the banks to specific regions and industries that have been hit hard.  Many business owners are feeling a lot like Punxuatawney Phil, the famous ground hog, afraid to see their shadow.  And yet….we know that sooner or later, the spring thaw will happen.

Will you be ready when it does?  Winter (and recessions) come on a cycle.  And they leave pretty much on a regular cycle, too.  When you anticipate winter’s arrival, you prepare: weather stripping, stocking up on firewood, grabbing some ice melt at the hardware store, buying a new shovel.  Smart homeowners and gardeners also know that spring follows winter, so they make preparations of their own regardless of how gloomy the sky looks or how late spring seems to be in a given year.  They plant bulbs, prepare the ground for planting, order seeds and starter plants, clean out the greenhouse, gather their tools and get ready for planting season.  Homeowners start thinking about outdoor projects, sizing up new maintenance needs, and take the lawnmower and other tools in for repair.

How about with your business?  Maybe you saw the freeze coming, and did as much as you could to hunker down and stay warm.  Two years after the crash, are you still in your burrow with the covers pulled over your head?  That’s a short-term solution, but it won’t work forever.  There are some signs, however faint, that an economic spring is coming, but too many people are still burrowed in for the winter.  Here’s a clue—smart business owners are sharpening their tools for spring, because they know the thaw will come.

Have you used this “winter” time to prepare?  Did you revise your web site, re-think your strategy, shore up your distribution channels, get reacquainted with your vendors and customers, build your skills (and those of your team), cut costs without sacrificing investment in the future?  Most importantly, have you maintained marketing visibility so that when consumers poke their heads out of their burrows and want to spend some money, they haven’t forgotten about you?

Time to get started!  Spring is coming!

Comments Off on Are you ready for the spring thaw?

Filed under Business Planning, Gail Z. Martin

Tagged as , , ,

by | April 4, 2011 · 10:00 am

Your Calling Card

by Jacqueline Wales

If you’re an author, why build a website? Well simply put, it’s your calling card. The place you want people to come to read your excerpts, to interact with you, and to build your credibility. But not just any website. You want it to reflect you. Your voice, your spirit, your message.

You’ve just spent months, maybe even years, to write and develop your book. Bookstores unfortunately, are turning into Dodos, and Amazon rules the waves! That means it’s up to you to drive traffic to your book. But it’s not enough just to have a website, you have to do what you can to make sure people visit. You need to start connecting to other blogs and websites to raise your visibility. Write articles, discuss your book, share the content, comment on other people’s books, blogs and build your network of other writers and readers.

Selling books is a business. Your business is to make sure you reach out to as many people as possible so they know you exist. When people come to your site, get them to opt-in and subscribe to your list, and in return give them an excerpt from your book, or some other content that is perceived as value.

There are millions of online resources and websites dedicated to writers. Seek them out and emulate the author websites you admire. Successful authors carefully and strategically build their campaign for exposure. That’s why having a website is essential to success.

Jacqueline Wales is the author of The Fearless Factor and When The Crow Sings. Both available on Amazon, and from the author at https://www.thefearlessfactor.com She invites you to visit and download an excerpt from The Fearless Factor.

You can listen to the audio from when Jacqueline was a guest of Blog Host, Gail Z. Martin’s Shared Dreams podcast here: https://www.audioacrobat.com/play/W6Yqm3yX

Comments Off on Your Calling Card

Filed under Guest Blogger, Image & Identity, Marketing

Tagged as , , ,

by | March 30, 2011 · 10:11 am

Are you in the Witness Protection Program? (Your Facebook profile said so)

By Gail Z. Martin

Have you ever gone out to someone’s Facebook or LinkedIn profile only to find a gray outline instead of a photo?  That image always reminds me of the people you see on the news who are only shown in profile because they’ve ratted on organized crime and fear for their lives.  They’re anonymous because they’re in the Witness Protection Program and they don’t want to be identified.

Those people have a reason to hide, but if you’re on social media for business, you don’t have any excuse.  The truth is that people like to do business with people—not with companies, web sites or products.  Customers want to meet you out there on Facebook and other sites.  They don’t want a photo of your dog or a creative snapshot.  They want to get to know a real, live person well enough to trust that person (you) with their money.

Getting to know someone before making a purchase is one way buyers decrease decision risk. That’s why it’s so important to have your photo on your social media profile, and why it’s a great idea to use web audio and video to give even more of a sense of who you are.  Your prospect may never meet you in person, but a photo, audio and video can go a long way toward creating a sense of trust and confidence.

Make a commitment to completing your profiles on Facebook, LinkedIn, Twitter and other social media pages with a current professional photo and complete business information.  You’ll be glad you did!

Comments Off on Are you in the Witness Protection Program? (Your Facebook profile said so)

Filed under Gail Z. Martin, Social Media

Tagged as , , , ,

by | March 28, 2011 · 10:00 am

Use Article Writing to Be Recognized as An Expert and Attract Clients

By Caterina Rando, M.A., MCC

In today’s marketplace, any potential client can go online, type in two or three keywords, into a search engine and immediately review a lifetime supply of vendors anxious to fill their requests. So how do you standout in a crowded marketplace? By using writing, speaking, video and other ways of getting your message out there. Let’s focus her on how to get content for writing articles to grow your business.

Write Your Way to More Success

Writing about your area of expertise is a highly effectively draw new clients and opportunities to you. All you have to do is sit down and write. Writing is a valuable marketing tool because people keep information. You may be called by potential clients weeks, months or even years after an article sees print because they kept the article you wrote. Write about the topics and issues that answer the challenges your potential clients have and watch your phone begin to ring. Next are a few tips for using writing effectively to build your business.

  • Pay attention to your clients. Listen to questions your clients ask and identify the issues they want addressed. What challenges are your clients having? What challenges are plaguing the industry? What innovations are you hearing about? These are all great things to write about. Keep a list, and when you are ready to write, review it for ideas.
  • Start with quick tips. Start by writing a helpful list of something that you know about but your clients might not. I call these “quick tip sheets.” A couple examples are “Twenty Quick Tips to Organize Your Office” or “10 Ways to Feel Better in Five Days.”
  • Turn It into an article. To turn a quick tip sheet into an article, write an explanation or an example beneath each quick tip. Add an opening paragraph that states what problem your article solves, then add a paragraph at the bottom that tells the reader to apply what they have read–and you have a completed article.
  • Add a benefit-focused title. Do not try to be too clever with your titles. Just tell the reader what to expect from reading your article. “Secrets,” “strategies,” “solutions” are all good words to include in a title For example, “Seven Secrets to Look Ten Years Younger” or “Ten Often Overlooked Solutions for Saving Money.”
  • Remember the resource box. The most important part of the article is the resource box at the bottom where you say who you are, what you do and how people can contact you. Include a compelling reason for them to connect with you. For example, have them go to your website to download your free copy of an e-book or listen to your podcast with more tips.
  • Edit it. Have a professional editor review your articles once they are written. You want to be confident everything you send out is accurate.
  • Use articles over and over. Once you write an article or a quick tip sheet, use it again. Send it to other publications that might be interested in it, members of the media, email it to current clients and potential clients with a cover letter that says, “In case you missed my article in XYZ publication, here is a copy for you.” Of course post your articles on your website, post a link to those articles on your social networking sites and post all or part of your articles on your blog depending on length.

Marketing your business and establishing your expertise go hand-in-hand. People want to do business with the best, and you can use tele-classes, podcasts, speaking and writing to tell the world you are the best. Choose one of these four tools that you not currently using to start with and make it part of your marketing plan and watch your success soar.

This blog post is adapted from Incredible Business, from Thrive Publishing™ 2010, https://www.incrediblebusinessbook.com

Caterina Rando shows entrepreneurs how to build thriving businesses. She is a sought after speaker, expert building strategist and publisher and co-author of Incredible Business. To get your free e-book on Twenty Ways to Grow Your Business with Ease visit www.caterinarando.com. To find out about getting published visit www.thrivebooks.com.

You can listen to the audio from when Caterina was a guest of Blog Host, Gail Z. Martin’s Shared Dreams podcast here: https://www.audioacrobat.com/play/WsjCHL8X

Comments Off on Use Article Writing to Be Recognized as An Expert and Attract Clients

Filed under Guest Blogger, Marketing

Tagged as , , , , ,

by | March 23, 2011 · 10:09 am

Intuition and Social Media

By Gail Z. Martin

Does it seem strange to talk about something as high tech as social media in the same breath as something as “woo-woo” as intuition?  It shouldn’t.  I believe that intuition  is part of everything we do—if we listen for it.  Intuition is definitely part of business, although men like to call it “having a hunch” or “going with your gut.”  Women are often afraid to speak about intuition in business settings at all for fear of looking soft on metrics.  But our fear of speaking about or acknowledging intuition doesn’t make it less real.

How does intuition play into social media?  Have you ever had  a “hunch” that you should (or shouldn’t) talk about a certain topic?  Ever felt like something was pushing you to comment right now on a topic?  Have you ever thought about a friend or colleague and opened Facebook only to find a new post or message from that very person?  Better yet, have you ever felt internally pushed to contact someone you hadn’t talked to in a long time, only to discover they had the key to a problem you were trying to solve?

All those factors play into our social media presence.  Do you have an inkling that a certain topic would be hot with your readers?  Run with it.  Something in the back of your mind tell you not to weigh in on a popular subject?  Better listen.  Feel drawn to answer a particular question on a forum board or recommend a person you haven’t seen for a while on LinkedIn?  Do it!

Social media is just a large-scale, virtual model of the water cooler or small town grocery store where everyone gathers for news.  Don’t be afraid to let your intuition guide your conversation when you interact online, in the same way it should be prompting and prodding you when you meet with people face to face.  You might be surprised at the results!

Comments Off on Intuition and Social Media

Filed under Gail Z. Martin, Intuition, Social Media

Tagged as , , , , ,