Archive for Marketing

Finding Your Ideal Client

Almost every business training I’ve attended over the last few years begins with an emphasis on determining your ideal client, your target audience. Once you have that client in your mind…you create your marketing plan, your products and you go for it.

But the process of defining your ideal client can take on many forms. And frankly, can be very frustrating. Like bang your head against the wall frustrating!

know your target audience

Everyone offers a different checklist, a different method and a different format. But I like Jasmine Star‘s the best. Her focus is on building a relationship, making a connection with the people behind the business. and this really resonates with me as a service provider.

Profiling Your Ideal Client

In a nutshell, she encourages you to speak of your ideal client as a real person:

  • Name them.
  • Recognize their hobbies and interests.
  • Find out where they shop, where they live.
  • What are their dreams, their goals.
  • How old are they, what does their family look like.
  • Seriously, write a whole profile on them.

And then after that, you create your marketing plan as if you are speaking directly to them. Talk to them as if they are your best friend. Address their needs, their goals. Build a relationship with them. Be vulnerable, be real.

Tell them why they need your product or services. Tell them who you are and why they should trust you. Never stop learning about them. And growing with them.

This is relationship marketing…this is why you need to know who your target audience is, who your ideal client is. And it worth the time and effort, even the headache to figure it out!

So tell me…do you know who your ideal client is? And are you ready to set up a targeted marketing campaign using social media, email campaigns and more? Do you need help?

Public Speaking is Scary

Speaking in front of a crowd can be stressful. In fact, public speaking is scary! Whether you’re delivering a presentation to your boss, leading a meeting, or even giving a speech at your best friend’s wedding, it’s normal to get a bit of stage fright. Here are some tips to get the butterflies in your stomach to fly in formation:

The Week Before

Highlight the most important words in your presentation and add some deliberate gestures. You can make your point stronger and remember what to say through muscle memory!

spread your arms

For example: If you want to highlight that your organization is “Spreading to locations around the globe,” spread your arms out wide to symbolize your reach.

The Day Before

Visualize yourself giving the presentation- perfectly. Our mind is trained to repeat the things we tell ourselves, but doesn’t know how to tell “yes” from “no”. So if you say, “Don’t forget your words.” Guess what your brain hears? Forget ‘em. Instead, keep it positive.

Say things like: “Breathe, Smile, Begin.” To get your head in the right place and be ready to rock the stage.

The Moment Before

Your stress will probably be manifesting itself as nervous energy in your body. To release some of the tension, try this exercise: Standing tall, tense up your whole body. Curl your toes, ball your fists, and shrug your shoulders up to your ears. Take a deep breath in. Then, when your exhale, release all of that tension as well. Ah…. Doesn’t that feel better?

It’s normal to be nervous before giving a speech. With these tips, you can move past the nerves and fall in love with your presentation!

cool beans coaching logo

Still don’t feel ready? Cool Beans Coaching is a just-in-time presentations coaching company that can help you at any stage of the process: whether you’re speaking next month or tomorrow! We want you to feel as comfortable giving a presentation as you do in your favorite coffee shop. Learn more at

Hope’s Two Cents

As an introvert, I absolutely typically terrified presenting. But with the right guidance and coaching, I have become pretty adept at it. Whether you are standing up and giving a Powerpoint presentation to your co-workers or corporate audience, or preparing for a job interview or year end review, the coaches at Cool Beans Coaching are amazing! I encourage you to check them out!

So You need a Sales Funnel?

Click Funnel, Sales Funnel, Email Marketing, Free Giveaways, Establish your expertise, relationship marketing, storytelling…these buzzwords are floating around the small business world like they have recently been invented. And entrepreneurs are scrambling to jump on the bandwagon made by marketers, made household names.

But don’t get confused, there is a true strategy when establishing your marketing funnel for lead generation or product sales. So before you hire the latest hot shot developer to create your million dollar funnel, think through your strategy. I hope this guide helps get you started in the right direction!


When considering a sales funnel, we must first be clear on the ultimate goal…what is the end goal of the funnel?

  1. Are you giving something away?
  2. Wanting to grow your mailing list?
  3. Selling a product?
  4. How do you plan to catch your consumer’s attention?
  5. What’s the first touch point to bringing consumers into this funnel? It might be a Facebook post, Google search, Instagram hashtag or something else entirely.

Ultimately, your prospect becomes aware of your business and what you offer.

Now tell us, what kind of awareness do you want to achieve with your funnel?


When consumers reach the interest stage in the sales funnel, they’re doing research, comparison shopping and thinking over their options. This is the time to swoop in with incredible content that helps them but does not sell to them.

If you’re pushing your product or service from the beginning, you’ll turn off prospects and chase them away. The goal here is to establish your expertise, help the consumer make an informed decision and offer to help them in any way you can.

Need imagery and content for developing interest.


The decision stage of the sales funnel is when the customer is ready to buy. They might be comparison shopping and considering you in conjunction with alternative products.

This is the where you make your best offer. It could be free shipping when most of your competition charges, a discount code, or a bonus product. Whatever the case, make it so irresistible that your lead can’t wait to take advantage of it.

What special will you offer in your funnel? Registration for a newsletter, free training session or alternative report, etc.


At the very bottom of the sales funnel, the customer acts. He or she purchases your product or service and becomes part of your business’s ecosystem.

Just because a consumer reaches the bottom of the funnel, it doesn’t mean your work is done. You want to turn this first interaction into many more. And that requires consistency, authenticity and continued communication.

In other words, you’re focusing on customer retention. Statistics show that someone will be on your mailing list for at least a year before purchasing. And many times, people buy from whomever is in front of them.

Strategies you can implement and must plan for include but are not limited to expressing gratitude for their initial interaction, inviting feedback and making yourself available. You must create a follow up plan as you create and launch your funnel.

What is your plan for a continued drip campaign to stay in touch?

Why You Need a Website

More and more I hear, “Why do I need a website?Small businesses have Facebook pages, Instagram accounts, they are tweeting on Twitter and networking on LinkedIn…why is a website important if they are everywhere else online?

Let’s talk about this…what the the top reasons and goals of having a website.

Position Yourself as an Expert

First, a website allows you to position yourself as an expert in your field. You can do this by publishing a portfolio of your work, testimonials from previous customers and highlighting your achievements in the About Me section. In addition, it gives you a platform to share your knowledge in the form of blog posts.

Connect with Clients

Second, building relationships with your clients is important. Remember, people buy from people! Using your website to start a conversation with a potential client is powerful. It’s all about the conversation, not the presentation in the end.

Allowing comments on your blogs, engaging with visitors and speaking directly to their challenges and dreams with your publications is a great way to connect.

Stay in Touch

Lastly, a website is a great way for your prospects and current clients to stay in touch with you. They can join your mailing list, sign up for alerts for new products and services and know your “home” on the internet where they find you.

Yes, social media is great. But in the end, you do not own your social media accounts or control how the information is accessed or disseminated. You do have that control on your website.

We’ve all experienced days when our social media accounts were inaccessible or broken…ever been put in “Facebook jail?” It’s a scary thing when you business is dependent on channels you don’t own.

There is no time like the present to set up your website on the internet. And I would love to help you!

Always Communicate Your Value

As an entrepreneur it is important that you know your value. And I’m not just talking about the hours equals dollars value that is discussed so often. You need to know what you bring to the table.

Ask yourself Why does what I do matter?

Sometimes we are so close to things that we need a different perspective. It is important to recognize what makes you special as you create your marketing message. Your clients are not just investing with you for your time, but also your expertise and access to you.

Instead of focusing your messaging on the features and tangibles, highlight the value of service, the intangibles. What does what you do or provide give to your customer…

  • Will your services or products help your clients produce income?
  • Does your expertise give them back valuable time or resources to focus on other things?
  • Make sure you address “what something is” including all its components but highlight “what something does” and why it matters to your client.
  • Why does what you do matter?

How to Define Your Value

Whether you like it or not, every business owner is in the marketing business. And defining and communicating your value is the first step to producing consistent income.

You must think like a marketer – consider that every activity, every message you send out may lead to a sale. In order to do this, you must focus on two things: your prospective customer and your value.

Your Prospective Customer

Think about your customers challenges, doubts and more importantly their desires and dreams. And then make sure you target your messaging to address those concerns and goals. Your communication must educate and guide them to you. Do not assume they know what you do or how it can help them.

Make sure that you overcome their objections and speak directly to them when you speak or write.

Know What You Bring to the Table

Knowing your value, the value of what you offer and recognizing how to position it is key. And it is an evolving process – recognize that and do not get frustrated.

Position your self and your offers to best meet your prospective clients needs. Translate everything you do into a value, not just a dollar amount. Own your expertise and share it.

Your clients are always going to ask “What’s in it for me?

What are the Results?

It is important that you clearly communicate the results you deliver. These come in two primary forms:

Hard Results – the are the most common and often easily qualified. They are tangible, measurable and provide exact date. Clients understand and expect these. Make sure to communicate them clearly. Ask for testimonials when you deliver. And always be upfront about what they should expect.

Soft Results – while these are not measurable, sometimes that are even more valuable so it’s important you communicate what your client can expect. What goals will you help them fulfill, intangible results can they expect and what emotional state will you help them achieve? Will they be less stressed, have more free time or just get to focus on their own strengths?

Sharing Your Story on Social Media

I have noticed a trend on social media ads that makes me uncomfortable. And I don’t know if I’m uncomfortable because I can relate so much to the ads or because of how I was always taught to keep your private life private. Do you share your story on social media for marketing purposes?

Do you know what I’m referring too? Or do these targeted ads only show on my feed?

Overcomer Ads

They are the ads of the fresh faced women. They all have some sort of sob story such as “almost homeless,” “down to my last dime,” and so on. And then some how amazingly, they make tens of thousands of dollars and they want to teach you how.

i am a winnter
In all of my training, it was drilled into me that discussing “personal” matters, ie family was forbidden during job interviews and work meetings.

It seems that today, the opposite is true. People flaunt their “overcomer” stories. They use their tragedies to advertise their services.

What are your thoughts on this new trend? Do you bring up your family during the interview process? Do you think using your failures and triumphs to market your business is effective?