The Marketing Mix | official blog of the Marketing Mentor community

My latest (self-constructed) roadblock

Welcome to Week 24 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

In college, I used to hate my curly hair. I just didn’t know how to deal with it. Some days, my roommates would come home to find me with scissors in hand, chopping. They would sweetly pry the scissors out of my hands and sit me down for a talk (or take me to the hairdresser – depending on how much damage I’d done.)

Last week, I sort of did this with my business. I’ll come clean. Last week, on our group call, I told Ilise that “the sheep ate my homework.”

The homework: lay out our un-newsletters

My excuse: “I didn’t lay out my un-newsletter yet because I have no logo and I’m waiting ‘til I get a new one.”

I swear, in my head this made perfect sense.

Ilise said, “Well, what about the one you have? Just use that for now.” The girls agreed, “Just use the one you have on your website.” To which I said, “It’s not there anymore. I took it down. I hate it.”

Ilise laughed kindly (as I dropped the scissors) and jokingly said, “Deidre, you can’t be trusted with your own business. We’re here to help you.”

We all laughed. Because it’s so, so true. Was it subconscious sabotage? Was I scared, and instead of moving forward I aborted the mission and blew up the plan?

It’s not a surprise. I’m liable to go off the deep end. Deleting things I’ve worked on for hours or days because they’re “not good enough” or just stalling my progress because something is “not ready yet.”

The truth is, (and how many of you can agree?) that something is always “not ready.” There is always something that can prevent us from moving on to the next step if we let it. In this case, I had allowed my logo issues to prevent me from moving forward.

Are you guilty of putting roadblocks in your way too?

Come clean. It will feel good.

Fortunately, the reality check on my group phone call, (and the good laugh we had about it) helped me get back on track. Otherwise, who knows where I might be? I created my newsletter, and I also took action to get a new, professionally designed, logo instead of complaining about the fact that my current one sucks. Imagine that? I did something instead of allowing myself to stall.

Need help removing your self-constructed roadblocks? The next Marketing Plan Group starts April 5th. Details here or fill out this form.

I'm proud of my group

Welcome to Week 23 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

This week is supposed to be the last group call – and our homework, in addition to writing and laying out our first email newsletter, was to assess the goals we had chosen at the beginning of the group. Fortunately, my group is going to continue with Ilise on our journey together. But let’s take a look at what we’ve accomplished so far.

In the past 6 months, we have all:

• Found our target markets (or gotten closer to defining them)
• Developed lists of prospects  
• Created scripts to make research calls and used them on actual qualified prospects
• Created one sheets
• Developed an email un-newsletter
• Streamlined our websites
• Gotten valuable guidance, support, and feedback

Here’s how one of my group members, Lisa Smith Youngdahl, (whose website is in the midst of an update because of the group) recapped her progress:

I feel I have achieved a lot, mostly the ability to make research calls. I hadn't made any in at least 15 years; the very thought terrified me. I realize now that in those 15 years I have gained more confidence in both my design and speaking abilities, and I really don't mind making those calls. But, I wouldn't have known that if making the calls weren't part of this mentoring program.

I never had a one-sheet, so that's something I wouldn't have accomplished without the group. And, while still in the process, I am making worthwhile improvements to my website. And the newsletter is something I probably would have just put on the back-burner, until I had "time."

I've made 37 research calls, gone to 2 target events, (another is next week) and had two meetings. From those meetings, there is one proposal out there, still pending approval and a good contact that has referred me to another potential target customer. So I feel that this is progress, just waiting for the projects.

If you want to accomplish these things in the next 6 months, the next group starts the first week in April. There are 2 spots available. More info here or fill out this form.  

To my group: Ladies, I am so proud of you. I have gained so much from this group experience, and I feel so grateful that we are going to continue learning from, and with each other – and growing our businesses!

More creative & productive away from home?

Welcome to Week 22 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

The other day, I went to Dublin airport and worked from there. I wasn’t flying anywhere, I just went. (I felt like a latte and Starbucks is hard to find in this country.) Amidst the hustle, bustle, and suitcases, I got a deliciously-worth-the-trip latte, sat at a little table, and got more work done in 3 hours than I have in 3 weeks. No joke.

It was ridiculous. Creative words were flowing from my fingers. Projects were getting started and finished.

What could it be about the airport that made this happen?

I have a feeling that it was the change of scenery. The energy. The strangers to occasionally glance at. Being away from desk, my coffee maker. Being out of my element.

Does being out of your element make you more creative and/or productive?

Furthermore, do productivity and creativity go hand-in-hand?

It seems to me that creativity and productivity are different, but they do go hand-in-hand. It seems hard to have one without the other – at least in my definitions:

More creative: Having new ideas that flow from you. Being inspired.

More productive: DOING, instead of getting distracted, starting into space, or moving slowly.

I think the airport supplied both of these important ingredients. It will need to become part of my routine. (But not too routine; I don’t want to dilute the power!)

What’s your most productive and/or most creative place? Are they the same – or different?

It’s not too late to start your marketing

If you missed the boat on the 2010 Marketing Plan + Calendar, you're in luck because it's never too late to get on track with your marketing.

The Start Anytime Marketing Plan + Calendar is now available! It guides you on how to use all of the same marketing tools to effectively grow your business as the 2010 Plan, only the Start Anytime version allows you to fill in your own dates. That means you can start today. Details about the Start Anytime Marketing Plan + Calendar here.

If you have the plan but are still finding it difficult to follow by yourself, why not do it in a group, which automatically provides the accountability that's missing? The next Marketing Plan Group starts on Wednesday, March 3rd , and it will help give you extra support and structure to keep you on track. Details here or fill out the form here.

Eye-stabbing newsletters. How to avoid them.

Welcome to Week 21 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

This week, my group started working on newsletter ideas. And to be honest, I dreaded this assignment. Why? Because most of the time, I’d rather stick a pen in my eye than read a newsletter.

With that said, I have found Ilise’s approach with the un-newsletter to be more refreshing. (An un-newsletter is quick and to-the-point.) I know that many of Ilise’s clients have been able to create awesome newsletters by following the un-newsletter model. One that I just read, which absolutely cracked me up, was from Conrad Winter, the backpocket copywriter, called: Will Drinking Help your Writing? I just adore the humor and the personality that shines through. I’m signing up to see what he comes up with next.

In one of Ilise’s recent blog posts, she linked to this article about why it’s important to blog as yourself. I loved it. It makes me want to newsletter as myself. I want to have a personality. In a recent blog post I wrote for Market It Write, I talked about how I’m too old for my short mini-skirt. Probably too risqué for some, but if people don’t like how I write, they shouldn’t hire me, right? My goals are to have personality and to be memorable – even if it’s not cutting edge, educational or earth-shattering.

So, on that note, here’s a short newsletter idea I came up with:

Subj: The cutest sneeze I ever heard 

I was buying some frizz shampoo at the pharmacy, and the guy behind the counter sneezed. Achoo. It was the cutest sneeze I have ever heard.  I’d never seen him before, but I felt immediately endeared to him. Most people are boring sneezers, but not him. His sneeze rocked my world.
 
The point is, different can be fantastic. Different endears people. Every person, every business, has something that will stand out in the crowd. What’s yours?  Find out, and tell your audience.
 
Don’t muffle your sneeze. Sneeze proudly. Sneeze loudly. Sneeze all over your target audience. (Ok, that’s gross, but you get the point.) 

If you need help, I can tickle your nose with a feather. (Or turn your ideas into words.)

So, what do you think? Would you want to read my newsletter about sneezing?

What has worked for you? What are you goals with your newsletter, and what feedback have you gotten from your audience?

And if you have any insight at all – into how to create newsletters that people want to read – please do share!
 

Moving a pebble is easy - Part 2

Welcome to Week 20 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

Last week, I talked about how steady progress is best in business. I know when it comes to big projects, like websites, it can be tempting to do all or nothing. But by doing a little something here and there, you'll have a better chance of staying current and keeping prospects interested.

Here are a few more tips on how to improve your website (without redoing the whole thing):

• Talk to your target market. I know the whole “target market” thing can be scary because we don’t want to rule everyone else out. But even if you’re not 100% committed to your target market, there are still ways to incorporate them into your site. You don’t have to say, “We only work with healthcare companies.” Try something like this: “We specialize in working with healthcare companies as well as small businesses and non profits.” Or, you can simply use language that resonates with your target market. You don’t have to say, “We work with non-profits.” Instead, you can use words like mission, cause, and support… Using their lingo is another way to talk to your target market without coming out and naming them.

• It’s a work in progress. Like everything about our businesses, our websites are a work in progress. They don’t have to be perfect. (Note to self: There’s no such thing as perfect!) A few small changes can make a big difference. I know it’s easy to get caught up in the idea that “everything” needs to be redone/updated/overhauled. But it’s easy to wait, and wait, and wait and before you know it, years have passed. Make the small tweaks when you can. Add website time to your calendar once a month so you can regularly update your testimonials, client list, and portfolio. Ask yourself: Have my services changed? Have my clients changed? How can I make this more powerful? Since each day is a learning process, there’s no reason your website should be set in stone (until you finally get time for the big overhaul.)

If you don’t have a website yet, but you need one fast, check out the new Website in a Week group. The next one takes place from Feb 15-21.

Moving a pebble is easy - Part 1

Welcome to Week 19 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

I have a tendency towards all or nothing. But this marketing journey proves to me, more and more each day, that slow and steady wins the race. Regular effort gets you where you want to be. And most of the time, you don’t need to move the earth… you just need to move a pebble.

On this week’s Marketing Plan Group call, we looked at each other’s websites. We shared questions and suggestions for making them better, and it was so helpful. It demonstrated how little things make a big difference.

Here are a few tips that I got from the call that can help you improve your website:

• Find outside inspiration. Stumped on how to make your website most effective? Not sure how to best display your portfolio? Fortunately, self employment is not like high school! You’re allowed to look at the paper of the kid next to you. There is a plethora of really great websites out there, and we have free-reign to learn from them all. Look at the websites of other businesses in your industry to get an idea of how they say and show things. It might give you a good idea for your own site.

• Get outside input. We all know when you’re too close to something, it can be harder to see. If there’s one thing I’m learning during this group experience, it’s how important it is to have a confidant (or 5)… having eyes and ears you can run things by and ask for input. Our group call was great because by opening your marketing (in this case your website) to others, you immediately broaden your learning and gain new ideas.

• Make it aspirational, not historical. I smiled from ear to ear when I read Ilise’s latest Quick Tip about this topic. As someone who is relatively new to self employment, I don’t have 20 years of experience and tons of work examples to show for it. And sometimes, this can be easy to get hung up on. In the tip, Ilise says it’s ok for your website to be about the future, not the past. Who do you want to work with in the future? What can you do for them?

So, when was the last time you made your website a little better? Is today the day?

If you’re ready to move on your marketing, but need support, there’s a new Marketing Plan Group starting Feb 12th.

And if you don’t have a website yet, but you need one fast, check out the new Website in a Week group. The next one takes place from Feb 15-21.

P.S. Tune in next week for more tips on making your website as effective as possible (without doing an overhaul)!

When my prospects are interested...

Welcome to Week 18 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

What do you send when a prospect asks for more information?

In my Marketing Plan Group, we have created one sheets for that very purpose. A one sheet is something that sums up what you can do for your prospect, in one-sheet. In my recent post about one sheets, TutleBlueBird suggested I post mine as an example. So here it is.

It’s not perfect, but as Ilise says, “it’s good enough for now.”  I’m getting over my desire to be perfect and putting it out there in the hopes that it will help some of you model your one sheets. Why? Because having one is way better than not having one!

So, have you created a one sheet?

And please share your comments about mine, especially since most of you are my “target market”!

P.S. If you want to learn the tools you need to stay on track with your marketing, the next marketing plan group starts Feb 12th.

Did he just hang up on me?

Welcome to Week 17 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

This week’s homework in the Marketing Plan Group was to do our research calls. I called 16 people. I left 4 messages and got 12 people in-person. Here are a few that stood out:

• I left a voice mail at one design company and their message said something like this: Thank you for calling our design company. Please leave us a detailed message and someone will probably get back to you. They said “probably”! I thought it was pretty funny and it made me laugh amidst the calls. If your voice mail says you’ll “probably” get back to somebody, maybe you should change it.

• I got connected to one design shop owner from the receptionist, and I went ahead with my introduction. I said: Hi, Bob. I’m Deidre and I write copy for websites. I’d like to introduce myself if you have a second. I heard him say something, and then I heard a “click.” I thought, Oh my goodness, did I just get hung up on? I felt a little sad but then I grew some balls and called back. I needed to make sure this man actually just hung up on me! After all, I'd understand if he didn’t want to talk, but hanging up is just plain rude. (These balls I grew, I think they must be evidence that I’m getting more confident at this whole calling thing.) So I got him on the line again, and at the risk of getting hung up on again, I said: Hi again, Bob. I’m not sure if we got disconnected, or if you meant to hang up – so I just wanted to check. He said we had gotten disconnected and thanked me for calling back. Then he started telling me about a project he might need help on.

Of the 12 people I spoke to in-person, all were interested in receiving information and rates. Some were more interested than others – but that’s 12 more prospects in my pipeline, all from 45 minutes of calling. Not bad, I think.

My group also did a great job with their calls. Some are still getting warmed up, and others aren’t sure yet if their market is viable, but all of them are committed to continuing because they know it will work. Go girls! 

My fabulous group buddy spoke to 18 prospects and made some great connections. She even said she “really likes cold calling because it helps her understand if her market is viable or not,” which is precisely why Ilise says we should do it.

Is calling part of your marketing plan for 2010? If so, tell us your stories.

Do you need some guidance and support when it comes to picking up the phone? If you do, there's a new Marketing Plan Group starting the week of Jan. 25th. Click here for details.

Can socks be mismatched in business?

Welcome to Week 16 of my adventure as a member of the Marketing Plan Group. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning from my group experience.

I wouldn’t call myself a perfectionist. Well, not when it comes to most areas of my life. I leave my house with messy hair. I don’t measure things when I’m baking. And I’ve been known to wear socks that don’t match. I’m not talking about two white socks that aren’t partners. I mean a pink polka dot sock and a green one with frogs on it.

When it comes to my business, however, my socks need to match. They also need to be ironed, put on with careful attention, and checked many times throughout the day. And God forbid they slouch.

I allow myself to be lax in some areas, but I feel like my business needs to be perfect.

Interestingly, wanting to be perfect can be a major obstacle in business. I’ve talked about it before – but the ideals of perfection can make you freeze up like a girl who locked her jacket in the car in January in New York. Oh wait, that’s me again… being imperfect. In my personal life, I don’t care if people think my hair is messy, and they can’t see my socks.

But if I make a one-sheet, create an email newsletter, or put up a website, and people see it, it’s final. These things determine my business.

What if I make a mistake? What if I change my mind?

This week, my buddy and I started our research calling. She has a perfection complex too. When we talked, she said that it has been like a perfection emancipation for her. That it feels so good to finally get out of her head and take some action. Even if it’s not perfect. Even if she’s not 100% sure about her target market. Even if she still needs to tweak her script.

Like socks, support comes in many styles and colors. And this is how my buddy and I support each other. Sometimes we talk about the marketing details, and sometimes we support each other emotionally. We encourage each other. We tell each other it’s ok not to be perfect. And sometimes, the best support is the kind that tells you it’s ok, that you’re doing a good job, and that you’re on the right track.

If you have a perfection complex you need to get over, there’s nothing like taking action. And if you want to take action, this group is for you. A new one starts the week of Jan 25th.

Have you banished a perfection complex? If so, tell us how.