1. Refine and Narrow Your Niche

   Narrowing down your ideal clients and understanding what their specific needs and challenges are will allow you to consistently put out a focused and clear message.  If your attempt is to market to too wide of an audience, your message gets lost because it is vague and without focus and direction.  You want your ideal client to say “Yes that is me, I need that!” when they see or hear your message.

  Every successful business knows the answer to these questions:  Who are my customers?  How will they know I am here?  Why do they want to buy from me?  How can I reach more people like them?  Clearly and concisely answer these questions, and you have the first key ingredient for success.  

  The answer to these questions should influence every the design of each of your products and services.  The answer to these questions will influence your pricing, where you put your message out (distribution) and will be the catalyst to crafting the right communication that speaks directly to your perfect niche.

- “She who chases two rabbits catches none.” – Chinese proverb

2.  Construct a Clear Message

 Networking events are a great place to build relationships and attract new clients.  Do not make the mistake of investing your time and money without having a clear and powerful message to share.

Have you ever been to a networking event where someone asks you what you do, and you feel a slight sense of panic arise within you?  Suddenly you find yourself rambling on trying to explain what it is that you do and you realize that the other person’s eyes have glazed over and in your mind, you know they are now probably more confused than anything?

Here’s a tip to crafting your message; go back to Number 1 above.  Your message starts with your “niche.”  Chances are, if people are not fully getting your message, your ideal clients aren’t hearing you either.

3.  Get Out of Your Own Head

   Most entrepreneurs work on their own.  When you are trying to do everything and be everything for your business, frustration and overwhelm tend to build up.  Do you love your business, but sometimes feel the heartache every business owner feels from time to time?  Have you felt that sense of doubt and fear move through you?  

  When this happens, is it your tendency to just work harder?  That’s okay, it’s what most people do, work harder, put in longer hours which builds up more stress.  The problem is, that if that’s all you do is work harder doing the very same things, you probably won’t get any better results.  When you feel like you are always busy, but your business has hit a frustrating plateau – or worse, if your sales are sliding downhill, you don’t need to work harder, you need to work right!

  I know that you know that your best, most creative thinking do not come from being tired and frustrated.  It’s important to get out of your own head and learn the right steps to rev up your business and jumpstart your marketing program.

  When this frustration and exhaustion begin to overwhelm you, it can be disheartening.  But it doesn’t mean that there is anything wrong with you, or that you can’t do this!  The truth is that you CAN do it, and you can do it really well when you know the right steps to take.  Taking the right steps will add the fuel to your business and quickly get you back on track attracting plenty of your ideal clients.

To your joyful and inspired success~

Namaste,

~Laurie

Spinning Gold Marketing

The Importance of Being Unique In Business

In last week’s article “What is the Marketing Hook in your Business?” I talked about the importance of having that attention-grabbing message in your website or sales copy that makes someone stop in their tracks and notice you.

Did you implement that concept in your business?  If so, then congratulations!  You a are obviously a person who takes action.

So what’s next?  You’ve got their attention, now what?

Once you have attracted the attention of your ideal client, you need to keep their interest.  What you don’t want them to say is “Oh, another coach or another web designer, nutrition expert, another……” 

What you do want them to say is, “This person is interesting, different from the others.  I’ll take a closer look!”

Let’s face it, you can look at most crowded fields of expertise and the basics for each business are the same.  So, what makes you and your business different?  In other words, what is unique about you and/or the process of your business that others don’t have?  This may be some past experience, some certifications, some prominent associations you may have that others cannot claim for themselves.

How Do I Find the Unique Business Angle?

There are several ways of doing this and I will cover two of them here:

1)  Ask Your Clients and Customers

An easy way of doing this is by doing a survey.  You must be specific with your questions.  Remember, you want to elicit responses that set you apart, what do they perceive about you that is unique and special?

2)  Ask them directly after you have worked with them or served them.

Laurie Polinski

Spinning Gold Marketing




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 Get More Clients With An Effective “Marketing Hook”

  Everywhere you look today you are exposed to one form of marketing message or another. It might be on a billboard, in a magazine or on the internet and no matter what media you are engaged in at that moment, the message is basically the same; “buy our product or use our service.”

  Marketing experts understand that they have just a few seconds to capture their target or ideal audience or their message will be a failure. They have just a few seconds to grab your attention and arouse your curiosity to know more of what they are offering or you will move on to something or someone else. Have you ever surfed the web and gone through countless of web pages without any interest and then one page just popped out and grabbed you, causing you to read more? Have you ever zipped through the channels on your television and found yourself stopping on an infomercial even though it was not your intention? You had no plans on buying anything and you know that they are just trying to sell you something and yet something they said or something they showed you, made you stop and say,”Hey, wait a minute. What’s this?” 

 This is what business marketers refer to as the “hook.”

 Do You need A “Marketing Hook” In Your Business?

  If you are in business and if you want to attract clients then the answer is yes, you most definitely need a “marketing hook” in your business. There is far too much competition out there to just hope and pray your ideal clients will find you and invest in your product or service instead of your competitor. Today there are thousands upon thousands of websites and for you to be successful on the internet, it is a must to be able to grab your prospect’s attention.

 What Is Your “Marketing Hook?”

  Before you begin writing a single word for your web-page, sales page or ad, you will want to do some serious research. At this point what you are looking for is that unique piece of story that will arouse a burning curiosity in your ideal client to make them feel compelled to continue to find out more. It is the eye-popping piece of story that will jar even the most distracted reader into full attention. The best hooks are the ones that come early in your message. Remember, the objective here is to grab attention immediately, to get noticed.

  Every business is going to have a different hook. Every niche market is going to have a different hook. Your business might also have more than one hook, one for every kind of client you serve.

  Many times business owners and entrepreneurs are too close to their product or service to be able to see what is unique about them. What sets them apart from their competition? Mentoring programs, coaching programs and mastermind groups are great resources to turn to in order to get an outside perspective of you and your business’ uniqueness to discover your very own “marketing hook.”

Laurie Polinski

Spinning Gold Marketing

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