I need some tips on using a variety of marketing strategies with consistency to launch and fill my programs. What have you got for me?

- Ready to Launch

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Dear Ready,

I applaud your use of the word consistency. It shows you already understand that kamikaze marketing (swooping in with one or two “buy now!” emails) isn’t very effective.

Staying in touch regularly is key, even when you don’t have an active offer. With a newsletter, teleseminars, blog posts, articles, or social media, offer information and resources that are of value. Then when you have a specific program available, continue to focus on value. Use email blasts, postcards, short videos, press releases, a Facebook Fan Page and teleseminars to share “stand alone” tips, tools, or ideas related to the challenge your new program solves.

When you’re in “active” mode, you’ll need to stay in front of folks more often than you do regularly (and perhaps even more often than you’re comfortable with ). This is not the time to be shy. Most of us aren’t paying close attention to all the emails, newsletters and snail mail we receive. We need to see/hear about something numerous times before it sinks in. If you believe your program is truly of value (and I sure hope you do!), then you need to have the courage to shout it from the rooftops, repeatedly.

What’s the bravest action YOU’VE taken in your marketing?
Share your comments

The goals I set for myself in January haven’t happened. I feel foolish, guilty and upset with myself about it. How can I get better at finishing what I say I’m going to?

- Feeling Bad

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Dear Feeling,

I’ve found these three important questions helpful when I’m not accomplishing the things I say I want:

1. Is it my goal (as opposed to one I think I should have)?
2. Is it still my goal (or has my direction changed)?
3. Do I believe I can accomplish it (perhaps with external support)?

If you get a ‘yes’ to all three, the next step is breaking the bigger goal into manageable steps, and then chunking those steps down into bite-sized actions.

One last word of advice. Think about your goals as “intentions” rather than as wishes. Try this out: Sit up comfortably in your chair. Now, say out loud, “I want to get more clients.” Pause. . .and notice how you feel internally as you say that.

Now say, “I intend to get more clients.” Again, notice how that feels internally.
Which one is stronger? Which one feels more likely to happen? Intention, right? Interesting how one little change can make such a big difference.

How do YOU stay motivated?
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How do I market my spiritual coaching services in beautiful, loving and ethical ways that feel good to both me and those who receive the marketing?

- Can’t Figure It Out

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Dear Haven’t Figured It Out. . .Yet,

First, please note I intentionally changed your signature in order to change your focus. We are always creating our experience, both internally and externally, through the language we use. Notice how the words “haven’t” and “yet” (instead of “can’t”) feel different and open the way for a something new to happen.

I have to admit, when I hear your question, I get this mental image of someone plugging her nose as she holds a smelly diaper at arm’s length. I detect an underlying distaste for marketing, even a disbelief that it could be anything but pushy and unethical. (Believe me, you’re not alone in those feelings.)

But I’m sure you can see how holding marketing as this unpleasant activity that is totally separate from serving your clients doesn’t lend itself to getting powerful results – or even finding a way to do it without gagging.

Here’s a new paradigm for you: You can’t help people until they say ‘yes.’ Marketing is not separate from your services. Whatever service you provide, marketing is the first step in the transformation you bring to clients.

Let that really sink in. Your marketing is the first step in the transformation you’re able to offer people. When you take that concept to heart, it completely shifts your relationship to marketing and selling. It means you can bring your beautiful, loving style to whatever marketing activities you choose, and that will feel good to both you and the people you reach.

What are YOUR most comfortable marketing methods?
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It’s already March and I feel like I’m kind of floundering without a solid strategy for creating income this year. I mostly work one-on-one sessions and I’ve got some ideas for a group program, but I don’t think it’s going to get me as far as I want, financially. I don’t like planning (feels too rigid and boring) but I need something to help me get focused on what actions to take.

- Languishing in London

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Dear London,

Many creative types are put off by the idea of planning. So think of it as a springboard for creativity instead. The good news is, it’s never too late to create your springboard.

Let me share a handy planning (aka springing) worksheet you can use to get yourself on track and creating. Download it here. . .

What’s YOUR favorite planning strategy?
Share your comments

I know I need help and to be able to hire out various tasks if I want my business to grow. But (and it’s a big but), I don’t have enough money right now to do so. I’m very aware this is a real trap for entrepreneurs, but it’s one I haven’t figured out how to disengage from.

- Under a Cloud

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Dear Under,

This is something we all grapple with, and it doesn’t go away as your business grows. It just looks different. So you’re wise to address it now while it’s early in your business.

The simple (and seemingly glib) answer is one I heard from one of my coaches: “Go out and get some clients.” Then you’ll have the funds to begin outsourcing the things you don’t want to or shouldn’t be doing.

Here’s how to do that. Look at it as investing in yourself, and start small; hire a virtual assistant for five hours a month to filter your email (or whatever). Then –and this is the crucial part- use those additional five hours you’ve gained on client-generating activities (marketing and program development). As you create new programs and bring in more clients, you’ll be able to outsource more tasks.

Behind the simple answer is the real culprit – mindset. In other words, this is a chance to use the sincere need for income as a motivation to stretch into new action and behaviors (the discomfort zone) so you increase your cash flow.

My guess is, you’re focused on the money “you don’t have” rather than on creating what you need/desire. Look for a solution from the perspective of the business you want to have (not your current “reality”). Ask yourself, for example, “As a $100K-a-year business owner, what’s the decision I need to make to start building my team?” It’s a subtle distinction, and one that creates a powerful shift in outcome. I can say from personal experience, it works.

How do YOU stretch into the next level?
Share your comments

I’m a professional organizer and want to develop an information product but I have zero interest in sitting down and writing something. How can I create something valuable that my audience will want?

- Stuck in Spokane

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Dear Spokane,

Good news! The steps to developing any offer, be it a package, program or product, are pretty much the same. And none of it requires you to do a lot of writing. . .unless you want to . You actually already have the content inside you (remember, this is your area of expertise), it’s now just a matter of assembling it into a format your audience can invest in.

I’ve taught a simple “program creation process” in past workshops, so let me give you a quick synopsis –
1. Pick one particular question/challenge you’ve ever been asked about by a client
2. Determine the positive outcome they want instead
3. Identify the specific steps you’ll teach to help them achieve that outcome (again, remember: what you may think is “common knowledge” about your area of expertise isn’t obvious to the rest of us; we need you to teach us)
4. Craft a snappy title and some “benefit bullet points”

A really simple way to develop an information product –and one that totally bypasses the “sit down and write something” obstacle- is to teach a tele-class (workshop, seminar, series) and record it. Then have the recording transcribed, add in some tipsheets and/or checklists to create a workbook, and Bob’s your uncle! You’ve got your product.

How do YOU come up with topic ideas?
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Today was the agreed upon payment deadline for getting started with a new high level client, and I haven’t heard anything. Should I just let it go and assume she changed her mind, or am I being a scaredy cat?

- When to Move On?

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Dear When,

Your question is a good one, and the most honest answer I can give you is – it depends.

Is this someone you’d really like to work with (as opposed to wanting to work with her because you really want the income)? If so, I’d recommend giving her a call and finding out what’s up. Be curious. Tell her the reasons you’d like to work with her, reiterate what the anticipated result of your work together is and ask if that’s still something she wants. See if there’s some obstacle to getting started that you can help her work out.

If she’s not someone you really want to work with, I’d let it go and go look for someone who is. Too often, heart-based business owners pursue clients and projects that are less than ideal, in the belief that something is better than nothing. It’s not.

The problem is, it means you’re taking action from a mindset of lack and “not enough.” If it does eventually pan out, then you’re stuck with something you didn’t really want in the first place – and often have spent lots of time and energy getting. Time and energy that would have been better spent attracting clients and projects that make you happy.

It’s your choice which end result you really want to create.

I’m developing a new program and want to know how much I should charge for it. It will be a 3-month program and will include both group educational calls and some one-on-one sessions. I want to have six people in the group and make about $2000. Does $349 per person sound fair?

- Perplexed by Pricing

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Dear Perplexed,

Actually, I’d say you’re jumping the gun a bit here. One of the reasons so many heart-and-soul-centered business owners undercharge is because they base their pricing on things like how much others in their field are charging, or picking an end goal and dividing by the number of anticipated participants.

Before you can decide on a price for any product, program or service, you first need to determine the value it has for your clients.

What is the specific challenge or problem situation this program will solve for them? How big of an impact will this solution have on their life/business/family/health (whatever area(s) it will impact)? What is the negative impact if they don’t make a change and just continue with things as they are now?

Once you have a sense of how much the program is worth, then you can choose a price that feels comfortable. No guessing required! [See the announcement section for a helpful worksheet.]

How do I deal with prospects who say, “Let me think about it” when we’re having the conversation about working with me? I suspect most of the time they’re just giving me a polite brush off, but I’m not sure how to respond.

- A Little Tongue-Tied

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Dear Tongue-Tied,

You’re absolutely right. Telling you they need to think about it can be an indirect way of saying no, either out of shyness or excessive politeness. It can also mean they need more information.

As I share in my “Art of the HeartSell Conversation” training program, I like to make it clear before I even ask for a yes or no answer that it’s important to me that I not leave the other person in indecision. I want to be sure to give them all the information they need to come to a decision that’s right for them. So if there’s a question or concern they have, the best time to get the answer is right now while they have me on the phone.

I tell them I’m OK with a sincere no. I just want them to arrive at the best choice for them, so energetically we both can move on to the next step.

I’ve got a big decision to make about working with someone and I feel torn. I want to say yes but I keep second guessing myself. It’s a significant financial commitment and I’m going in circles thinking, “Am I being selfish to spend this much money on my business? What if this isn’t the right program? What if I don’t get results? What if I’m not ready?”

-What If I’m Wrong?

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Dear What If,

Inspired or impulsive? It really comes down to trusting yourself (and the Universe). You can sharpen that ability to trust with some simple “wellbeing checks.”

To assist in clarity around the decision, ask yourself these questions:

• Do I see any downsides to saying yes?
• What outcome(s) will saying yes make possible?
• Under what conditions would I NOT want to say yes?
• Who else will be impacted by my decision? (Look at the situation from their perspective and see what information you get.)
• Is there any part of me that objects to saying yes? (Do a body sensation check. If so, ask that part what its objection is.)

There’s so much financial anxiety going around these days, it can be contagious. But money isn’t always the best (or the only) criteria to use if you want to make powerful, productive, profitable decisions for yourself and your business.