Being clear about who you are, what you do, and the benefits of working with you, will dramatically affect your ability to attract and connect with more of your ideal clients and manifesting the success you want. 

That sounds simple enough, doesn’t it?  Why, then do so many entrepreneurs struggle to attract clients?  Most often it is not because there is anything wrong with what you do, or how you do it, but the problem lies in being able to clearly define and communicate your authentic message in a way that really connects with your ideal clients.

Here’s an important understanding:  You know you have a unique gift that no one else has, and you know that you can help others.  It is your mission to identify your gift, do it to the very best of your ability, and create your compelling branding and marketing message that is authentic to you and attracts clients who want what you offer.


Here are 3 things you must be very clear on that will help you instantly transform the way you feel and communicate about your business, and expand how your potential clients perceive and connect with you and your business.

1)  Know what your unique gift is.  What do you do, exceptionally well, that no one else does?  In other words, what sets you apart from others in your field?

2)  Know who you serve.  The more well-defined your niche market is, the easier it will be to create your messages.  You will also become known as the authority in that area.

3)  Know what authentically connects you with your prospective clients.  People buy on emotion and then back their decisions up with logic.  What emotions do you and your services evoke in people that makes them want to work with you?

As I shared earlier, you must be clear about who you are, including your unique gifts and your core values.  You must be clear about what your services deliver, and what need or desire that fills within your clients.  And, you must know – very, very well, who your ideal clients are so that the connection you make with them is clear, true and authentic.


To your joyful and inspired success~

Namaste,

~Laurie

Spinning Gold Marketing

  Let’s face it, without marketing, your business has little chance of succeeding. You may start getting clients to work with, but eventually, you will find yourself struggling to find clients who want to buy what you have, and burn yourself out.

  Actually, many entrepreneurs dip a toe in the water with their marketing by giving their business a name, coming up with a catchy tagline and getting an icon or clip art to put on their business card and website. Yes, done right, this is a piece of your marketing. So, what else is there, and how can you make marketing the piece that ensures your business success?

  Recently, I was at a local networking event and one of the people in the group was allowed 5 minutes to get up and speak about her business. As she was speaking, I realized that I was having a hard time understanding what it was that she wanted to get across, and why I might want what she had to offer. And, I was not at all compelled to want to find out more about her or her product. That’s not to say that there was anything wrong with her or what she said…… in fact it was more in what she didn’t say.

  I learned her name and her business name right away. That’s always a good thing ~ however, believe it or not, neither really told me what she does.

So, here’s tip #1: Having a business name or tagline that tells people what you want them to know and remember about you.

  This is the beginning of getting your branding across. Putting all of your pieces together in a concise, clearly understood message so people remember what you want them to remember about you. Yes, you want them to like, trust and respect you, but more than that, you want them to know and remember what you can do for them.

  If your name, business name or tag line doesn’t clearly tell people who you are, what you do, how you uniquely help, and why they should choose you to spend their time and money with, then this needs your attention now! Typically, we have only 30 seconds to capture someone’s attention. In those 30 seconds we want to be sure they walk away with what we want them to remember about us. Basically, what’s in it for them?

Here’s what you need to know to craft an effective tagline.

  An effective tagline helps you clarify what makes you or your service special and enables you to sum up your “competitive advantage” in just a few words.

  Next, this speaker handed out her brochure which was professionally printed, on nice cardstock. That’s always a good thing ~ however, believe it or not, the picture on the cover was of a forest of fern plants. Is she a gardener? A botanist? A landscaper designer? No, she is a financial investment manager. I guess money is green and so are ferns and that’s where that connection comes in???

So, here’s tip #2: Your Brand Isn’t Just a Logo, or the Colors You Use, or Your Business Name

  …… it is all of these things, and more, together. Everything must consistently give the one singular message you want people to remember about you. Money management / ferns; I still don’t get the connection.

  A company’s logo, colors and the images it uses all serve to support and reinforce the brand identity. The more you reinforce the features of your brand identity, the more familiar people will become with it and the more likely they will be to do business with you repeatedly.

To strengthen your brand identity, be sure it is:

  Your brand identity can be extremely valuable if done and used effectively. Do everything in your power to build a strong, well-regarded brand image and just about every aspect of building your business – especially the marketing piece – will be much easier.

  Then, this speaker went on to tell the facts about her company and what she does. Actually at that point, I was disinterested because I already know someone who does what she does. In fact, there were 3 others in the room who do the same thing; one of them sitting right next to me! So, what would compel me to learn more about how she can help me, or to recommend her to someone else who may need her services? What does she do brilliantly well that the others don’t? What makes her unique? What differentiates her from the rest? Perhaps it is that she grows ferns in her yard? I don’t know, she never said that, but it’s a guess on my part based on her brochure.

So, here’s tip #3: Your Brand Identity is, or Should be, Unique to You.

  That’s why people choose you to work with over someone else in the same field. You must unearth your own brilliance and unique qualities so that you can make them part of your brand identity.

To create a strong brand identity, you must be clear on:

Make a list of the values you want your company to reflect and be associated with.

Develop the core message for your company:

  Your core message, including your set of values, is what defines your brand. It’s what you want customers to remember about you. When you have a strong, clear message, you’re much better able to develop a strong connection with your customer base.

  These are three key drivers which help to create a strong, memorable image and message for your business. You need to keep your core message in mind when you’re developing your advertising, website, packaging and marketing materials (such as brochures, business card, catalog, etc). It must permeate every aspect of what you do and be the foundation of all your marketing activities.

  The message that clients or potential clients get from you about your business is the key to success. It’s imperative that you create the core message you want to send for your business or service. Without articulating your core message and consistent brand identity, it’s impossible to develop an effective, meaningful marketing program.

  Remember, if you don’t create the message that you want people to “get” and remember about you, they will create their own.

Laurie Polinski
Spinning Gold Marketing

What Is Your Business Brand?

  Your brand is the message that you create around your business from the inside out. Its primary function is to let your audience know who you are, what you do how you help people and what they can expect from you. An authentic branding message will also express how you’re different from others in the field of your expertise; it’s developing your positioning and staying true and in perfect alignment with the core of who you are and what you promise to deliver.

What Will An Authentic Business Brand Do For You?

  In addition to letting people know about your business with a single glance, a brand message is one of the most important tools that a business has in marketing itself and letting people know that the business exists to serve their needs. Most entrepreneurs are passionate about helping others by doing what they do best, but if people don’t know that you’re out there, or don’t quite understand how you can help them, then you won’t be doing much of what you love or making the money that you need to make in your business.

  To be successful, a business must have a magnetic, positive and authentic branding message that connects with their audience on a deep and emotional level. And, remember, your brand is who you are and what you stand for, so not only will the right brand message attract more of the right clients, but it will also strongly symbolize your vision and allow you to be more confident when asked, “what is your business, and what do you do?” And it will provide the guiding light to where your business can go. 

Laurie Polinski
Spinning Gold Marketing

  Entrepreneurs, Stop The Insanity!

 “Insanity ~ Doing the same thing over and over again and expecting different results.” – Albert Einstein

  I was thinking of a storyline this morning which is quite common and often seen in movies or read in books. The story involves one or more people, usually trying to find their way out of the forest and after and after much effort and heartache the find themselves right back to where they started. Many times the characters in the story will head off again and after much effort and determination, they again find themselves at the beginning once more. This of course emotionally and physically drains the characters in the story and as an observer of the story one cannot help but feel their hopelessness of the situation.

  Is Your Business Off Track?

 Just as the characters in the story went off track without realizing it, as entrepreneurs and business owners it is also easy to get off track from our goals. Chances are when you decided to go into business, you had a clear vision in mind along with whole bunch energy and determination to see your dream come true. Am I right?  Now lets fast forward six months, a year, maybe even longer, and you realize even though you are busy everyday, you are no closer to your vision than you were the day you started. You drifted off track from your business plan, but how?

 This is very common situation for entrepreneurs to get themselves into because many either work alone or in small teams so they are not getting the feedback they need in a timely manner and there isn’t anyone holding them accountable and letting them know when they are getting off track and side tracked.

 Get Your Business Back On The Fast Track

 Some entrepreneurs, when realizing  they are not getting anywhere in their business, just work harder doing exactly the same thing they were doing before. These entrepreneurs somehow feel that by just working harder, the end result will be different. This is called desperation and insanity and by now we know where that path will lead. Getting back on track with your business is easier than most would think.

 If I dropped you in the middle of the forest without a map and told you to find your way out, how long would it take you, hours, days, weeks, never? Now if I dropped you in the same forest with a map showing you where you are now and where you need to get to, it would make things much easier, wouldn’t it. Having guidance made the difference, didn’t it.

  The same applies with your business! When things are not moving the way you need them to, and you are moving father from your goals, you need someone to get you back on track and find your way again. The proper business coach will help in discovering where things started going wrong in your business and guide you onto a solid path to your vision.

Laurie Polinski

Spinning Gold

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The self-development / self-improvement aisles at the Barnes & Noble are overflowing with books by new authors and new subjects every day.  Admittedly, many of those books have found a place in my own ever-expanding personal library.  For me, it has been a passion for years, to read as much as I could on these self-improvement subjects. I love attending workshops and having deep discussions with like-minded friends about life’s purpose.

One of my friends recently commented, “Laurie, you should be perfect by now with all of the self-improvement books you have and workshops you’ve attend!” 

My friend was right; I have spent tons of time and money on learning to develop and improve myself.  So why, after years of reading, studying and practicing self-improvement was I not yet perfect?  Why did I feel as far away from perfect as one can possibly be?  Why was I still buying books thinking, “Ah, this is the one that will change everything for me!”?

What I finally discovered is that I already am, and always was perfect!  The only thing I had to do, before I could develop or improve, was to discover and uncover my unique life’s purpose.  And so I did!  Through two deeply insightful tools, CORE MAP®, by Dr. Sherry Buffington, and Branding With Archetypes®, by Kendall SummerHawk, I have discovered the perfect child I was born to be.

Once I “met” myself it was like Disney’s Tinkerbell in Peter Pan being let out of the box that Captain Hook kept her in.  The transformation from who I was trying to be, into who I was born to be, was amazing both personally and professionally!  My light was free to shine and I was free to fly!

Does that mean that I now do everything perfectly?  Absolutely not!  Just ask my husband, children and friends; they’ll assure you that I still have a lot of development and improvement to do.  (It’s a good thing my bookshelves are full of books for this work.)  But it does mean that everything I do, the decisions and choices I make are all in perfect alignment with who I truly am.  Everything is flowing in one direction.  All of my energy goes into fully and joyfully expressing my unique gifts and passions.  My physical and spiritual goals are in line with who I am from the deepest part of my being.

The freedom to be my authentic self, and the joy of sharing my treasury of gifts with the world are like nothing I had ever imagined possible.  Once you “remember” who you are you can create your world with purpose and allow your unique energy to fully express itself.  You are inspired to transcend helplessness and step into the perfectness of You.

I know what you’re thinking, “opportunity?!” While your mind may not be set on optimism, the best thing you can do is start revisiting some of those goals you had always set aside to be done later.  What better time will you get than right now to make the career changes that you had always put off. Perhaps you know that you’ve always had the skills, now you just need the motivation to achieve your goals and have a can-do attitude.

Spinning Gold can’t fill your bank account overnight, but with your hard work, Spinning Gold can help you achieve some of the goals that you have left unaccomplished.  By learning how to recognize and overcome your own personal boundaries, the goals you have set for yourself will become your new opportunities to help yourself overcome these hard times. And even better, when the economy does improve, the skills that Spinning Gold can teach you will allow you to stay ahead of the curve!

Spinning Gold can help you in two essential ways. First, Spinning Gold can help you define goals that are realistic.  No, you probably can’t become a billionaire in the next year, but you can develop specific methods to develop and grow your business. Spinning Gold can help you formulate goals to help you set yourself up for success.

Second, Spinning Gold will help you map out your plan to achieve your goals! We know that goal achievement requires patience and persistence.  Spinning Gold can offer the tools to help you make persistence less daunting.

So help yourself achieve your goals and see how Spinning Gold can help you do that today!

Spinning Gold is an innovative program that allows you to recognize and harness your own potential!  You have the skills, and Spinning Gold is a great tool to help you utilize those skills.

Set your goals today and allow your success to become the envy of your friends!