Use The Magic Word.

When it comes to marketing, “free” is one of the most powerful, most overused, and most wrongly used words in the English language. You see, when most people want to use this word in their marketing, they’ll write it in big, bold letters, slap it in the headline, and wait for it to work its magic.

Make no mistake… “free” is an extremely powerful word, but if you don’t know how to wield it with precision and skill, you’re in for a nasty surprise! It’s a little bit like the difference between a scalpel and a machete. Both are extremely sharp and powerful tools… but you must have the right skills to use them safely and effectively.

One of the best places to use the word “free’ in your marketing… is when you use it to offer your customers and prospects a free report or e-book.

So, what is a free report or e-book? Well, it’s exactly what it says: a free source of useful information you give your prospects. You see, you are an expert in your industry, and there are things you know that your contacts can certainly benefit from.

Offering a free report or e-book is an excellent way to:

• Build your relationship with your customers and prospects
• Give your customers and prospects value
• Bring in leads (when you offer your free report as a download)
• Keep your name in front of your prospects
• Educate your prospects about your services

There is NO doubt about it: the value you get from giving a paper-and-ink report or e-book returns a value far out of proportion to its cost!

The advantage of giving away information is this: because you are the expert and because you’ve done your contacts a favor (by giving them something of value), they are going to feel comfortable with you and indebted to you. Trust is what drives more sales!

Leap of the Week: What information could you easily put together and share with your clients and prospects for FREE that would bring them huge value? Do you already have a short assessment questionnaire or a PowerPoint Presentation that would just need a few tweaks to be ready to go? It’s easier than you think. Pick one thing and go for it.

Have fun providing value and creating trust.

Creating a “WOW” Experience: Give Them Value

A few weeks back, we published a post about “wowing” your customers by giving them more than they expect. Well, I thought I would build on that post by giving you additional suggestions for creating an incredible experience for your customers and prospects (whether they purchase right away or not.)

Not every marketing message should be a targeted sales pitch. Not every conversation has to revolve around their decision to buy or not buy. When building your relationship with your prospects, give them something of immeasurable worth; knowledge.

Here are some suggestions of ways to include valuable content (and start leading your contacts to an eventual sale):

• Newsletters
• Tips and tricks of your industry (audio, video, written)
• Upcoming industry-related events
• Links to news articles about your industry
• Free reports and white papers
• Celebrity stories related to your products/services

Nobody knows your business better than you do. Taking the time to share your knowledge with your contacts will build that relationship of trust and appreciation. The best part? These ideas cost you nothing but a little love and time and could be worth a fortune in sales, not to mention, building a strong following community.

Remember, your prospects and customers should mean more to you than an occasional sale. Give them value and watch your customer ROI soar!

Leap of the Week: What’s one simple thing you can start doing this week that will not only add value, but could also put you at the top of the leader board?

Got a story to share?

Leave a comment! Asking questions as well as sharing wins and challenges is not only necessary to growth, it’s also a great way to learn from your success community.

Are You Insane?

“The definition of insanity is doing the same thing over and over and expecting different results.”

Regardless of who said that, by this definition most entrepreneurs are insane. They keep on doing things the same way and avoid change whenever possible.

Why do people insist on continuing with “more of the same” when they are not getting the results they want? Why don’t they try something at least slightly different than what they are doing now?

How open to change are you?

Really think about this one. I ask because as a brand builder and business performance catalyst, my job is to help entrepreneurs and small business owners get rid of limitations, plateaus and low-ceiling behaviors to allow for more effortless growth…and I often come face- to-face with huge resistance.  I hear this over and over again, “It can’t be done in my industry or it’s not how I have done it in the past.”

Here is the thing. If you want different results, you must take different action. If you are less than impressed or delighted with the results you are getting in your business today, think about your past actions and see what could or needs to be tweaked. What could you possibly be loosing by shifting and trying something new?. Doesn’t have to be major changes. Actually, the greatest results often come from small, consistent tweaks. I call these, low-risk high-reward tweaks that lead to progress and improvements.

Leap of the Week:
Scan your business and pick one area, project, or artery that is not performing as well as you would like. Then ask yourself: what have I consistently been doing and what could I do differently that would disrupt the pattern, and most likely shift and increase, my results?.

I challenge you to disrupt the pattern. Try something different and see what happens.

We Regret The Actions We Don’t Take More Than The Ones We Do.

I was very fortunate to have recently spent an amazing “Live Your Best Life” weekend in New York City with Oprah, Dr. Oz, Elizabeth Gilbert, Nate Berkus, Suzy Orman, Martha Beck and many more inspiring and empowering great souls… The whole thing was very exciting, inspiring, exhausting and I must admit, a little surreal. In the next few months, I will definitely share some of the realizations and gems that stuck with me as I metabolize them.

Here are a few key points from Dr. Oz’s “What I Know For Sure”

1. The latest thing isn’t always the greatest thing. I work at a cutting-edge hospital, but I also put stock in ancient remedies like treating burns with silver (long known as an antibiotic) or healing surgical wounds using leeches (yes, hospitals continue to do this). If it’s still used today, the practice likely has some merit or it would have died off long ago.

2. Change is possible—but only if you believe it. The more we learn about genetics and disease, the more we realize that DNA isn’t nearly as important as lifestyle. People think that if their parents had heart disease or were overweight, they’re doomed to the same fate. But you can change your health—if you commit yourself to making good choices.

3. We regret the actions we don’t take more than the ones we do. A few years ago, I appeared on Oprah with Randy Pausch, the Carnegie Mellon professor dying of pancreatic cancer. He told me that he had recently taken his family on a trip to Discovery Cove to swim with dolphins. It was something that he’d always wanted to do, but it wasn’t until he was dying that he made it happen. The next day, I booked the same trip with my family. If there’s something on your wish list for life, make plans today to do it.

4. Hosting a TV show is not that different from doing open-heart surgery. In both the TV studio and the operating room, you depend on highly skilled professionals doing their jobs correctly so you can excel at yours. As a team leader, I recognize that each player—from the anesthesiologist to the camera operator—is better at what they do than I would ever be, and I appreciate their ability to make me look better.

5. To achieve your goals, make the right thing to do the easy thing to do. I recently replaced the couch in front of my TV with a stationary bike. Now I can pedal while viewing my favorite shows (like House). Since the average American watches more than 30 hours of TV per week, it could mean a lot of activity for your body, with little inconvenience.

Thanks Dr. Oz for reminding me and all of us that “We Regret The Actions We Don’t Take More Than The Ones We Do.”

5 Ways To Encourage Employee Excellence.

Did you know that the vast majority of small businesses are one-man shows? And, it’s no wonder. Managing employees can be a challenge. You’ve undoubtedly heard many horror stories about late, rude, or lazy employees. But, just because those are the stories that get circulated, doesn’t mean all (or even most) employees are inadequate.

Good leadership & management can sometimes mean the difference between having poor, satisfactory, and phenomenal employees. Here are some ideas for encouraging employee excellence:

1- Build a culture of productivity. From the moment you first interview a candidate, they should understand your expectations. Whether your culture is a high-stress, strict regime, or a laid back, go with the flow atmosphere, be sure your employees truly comprehend that you value and expect productivity.

2- Offer performance incentives. Even the most dedicated and self-motivated worker needs an external incentive on occasion. Think of an incentive (such as Employee of the Month, or additional bonuses) that you can consistently offer based on performance.

3- Have employees learn your Brand Foundation (values, mission, brand promise, non-negotiables). Make sure your staff is aware of the company’s purpose. When the entire company is united in a common purpose, more work and better work gets done.

4- Give your employees a chance to grow. Too many business owners are tempted to do it all themselves. Relinquish your tight hold on the company and give your employees a chance to solve problems, try new ideas, and put their own thoughts and ideas to the test.

5- Practice “lavish praise and quick corrections.” One of my favorite books is The One-Minute Manager. You should read it. The essence of it is to catch people doing well and point it out to them. But you also have to quickly correct and reprimand when you see something outside of what you expect.

Whether you have 1 employee or 50, these suggestions will ensure a productive workplace and employee satisfaction while allowing to sleep better at night!