#EntrepreneurMindset

How to Craft Brand Messaging that Resonates & Converts (Without Bashing Your Head Against the Wall)

How to Craft Brand Messaging that Resonates & Converts (Without Bashing Your Head Against the Wall)

Getting your messaging right is the first step to convert leads and prospects into buyers.

Why? 

It’s because your brand messaging can act as a conversation starter.  You probably have heard many marketers use this dating analogy when they explain the concept of know, like & trust, which helps turn spectators into buyers.

“You don’t just ask him/her to marry you on the first date.”

If you have your brand messaging down, this serves as the first date that goes really well so that it will lead to the 2nd, 3rd and 4th date to develop know, like & trust between you and your leads.

Sadly though, many business owners don’t allocate enough time and energy to crafting their brand messaging.  This became apparent through local Meetup events I host in NYC.

There are 3 types of not-so-ideal messaging I’ve picked up on while listening to the event participants introduce themselves to the rest of the crowd. 

1.     Too generic as for what they offer & who they are, i.e. social media strategist, accountant, SEO specialist.

2.     Too clever with flashy words but unclear as to who they help or what problem they solve.

3.     Only list what they sell.

There is absolutely no need to beat yourself up if you are guilty of these.  Trust me, I can speak from my own experience that crafting good brand messaging for your business is no small feat.

This is why I invited Zach Messler, a.k.a. “Messaging Guy”, as the guest speaker for my May Meetup event in Brooklyn to get to the bottom of this messaging challenge we all face.  He is the master of helping business owners identify what to say and how to say it so that they make a bigger impact on the world and their wallet.

When I met Zach earlier this year, I immediately liked the way he breaks down the process of crafting messaging that resonates and converts with simple steps.  After checking out his website, it was a no brainer for me to have him for one of my events.  

In this post, I am excited to share his framework and how you can improve your brand messaging to generate measurable results without bashing your head against the wall.

So, let’s dive in!

Want to be an Opportunity Magnet? 9 Secrets I Found by Observing Successful Entrepreneurs

Want to be an Opportunity Magnet? 9 Secrets I Found by Observing Successful Entrepreneurs

“I always wonder how in the world (insert a name) gets so many offers and opportunities, like speaking at XYZ conference or getting an invitation for ABC.  No one understands what he is selling.  Frankly, when it comes to credentials, I am a lot more qualified… I network a lot, too!  I just don’t understand what he does differently.”

Have you ever wondered about the same thing? 

Then, you are in luck.  This is NOT one of those articles you find online about networking & creating reciprocity.  Here, I am going to share the secrets I found from successful entrepreneurs by closely observing what they practice (most of the time subconsciously).

The reason this post is different from other “how to identify & attract business opportunities” articles is I am going to touch on some facts that not many discuss publicly.  You won’t find this on social media timelines. It’s because what I have here is the result of many “behind closed doors” conversations. 

To be honest, as a revenue & growth strategist (link), I was a bit hesitant to even talk about this, as none of these are “strategies.”  But at the end of this post, I will tie it all together.

And…there is more.  As a little bonus, I am going to share one thing the entrepreneurs I observed would NOT do at the end of the post.  This is going to help you assess whether you’ve been growing your business the right way or not.

Curious?

But wait.

Before diving in, let me define what “successful” means in this post since it’s a pretty broad & subjective term.  Let’s start with what it’s not.  Here, I don’t define successful entrepreneurs as simply those who generate a specific amount of revenue, i.e. 7 figures, 8 figures, etc.  Rather, they satisfy these 3 things that are essential to be a confident and fulfilled entrepreneur:

 

1.     Always generating leads (by being an opportunity magnet)

2.     Taking care of themselves & their people (their team, family, vendors, friends & peers) to be happy

3.     Having future-proof strategies

 

These are the only 3 jobs CEOs are responsible for. The ones I know who are doing great also have one more thing in common: they receive various business opportunities at all times.  If you like the way I clarified the definition of “successful entrepreneurs,” you are in for a treat!

Now that that’s sorted, let’s unlock the secrets!

How to Conduct A Business Detox the Right Way – Missing This 1 Crucial Step Will Undo All of Your Efforts

How to Conduct A Business Detox the Right Way – Missing This 1 Crucial Step Will Undo All of Your Efforts

You know that yucky feeling you get when you see something that has so much “build-up” that you just want to wash it all away?  Whether it’s the way you feel about your hair being coated in product or your brain jammed full with daily to-do’s or not knowing what’s in your bag, I am sure you’ve had this feeling before. 

There is so much going on that you don’t even know what to keep and what to get rid of unless you just dump it all on the table.

The same thing happens to our business after running it for some time.  Conducting a business detox by removing all the build-up can bring in so many new business opportunities without actually starting anything new. 

Imagine being free from the anxious thoughts of having to offer something new or to try new marketing to gain more traction.  You just need to detox your business first by eliminating stagnant areas, which will allow things to run smoothly & effortlessly.

This is, by far, the most underrated, low-hanging fruit when it comes to business transformation strategies.

Visualize a gem covered with thick mud and clay that gets purified with fresh, clear water, revealing its true form.  That can be your business!

If your business is in the season of growth and expansion, what you don’t want to do is to amplify your mess.  Many entrepreneurs tend to focus more on adding things to their businesses over subtracting time-wasting activities, and that’s not a way to go.  For more on how to find out whether your business is “scale-ready,” check out my previous post here. (Insert the link)  

“Oh gosh! Right, I’m ready to detox my business!  Where should I start?”

Glad you are game. But hold your horses for just a minute.  Here, I am going to unearth this one crucial step business owners tend to overlook.  It’s possibly because it’s not often discussed in the business community.  Can you guess what that is?

How to Treat Your Business Like a Business: 5 Valuable Lessons from My Time in the Show Biz You Might Want to Steal

How to Treat Your Business Like a Business: 5 Valuable Lessons from My Time in the Show Biz You Might Want to Steal

Do you find yourself having a hard time setting boundaries for your business?  Do you feel like there is no clear distinction between your personal life and your business?  You may be thinking you are too close to your business, and it’s nearly impossible to let go of some of the duties. Or maybe you feel hesitant to publicly declare what you do as a legitimate business.

Many of us start a business by pursuing a passion and/or what we mastered as a working professional, and then we grow it organically from there.  The downside to this is the line gets blurred between our personal life and our business. This also makes us feel like our business is an extension of ourselves, a part of our identity.  At times, it gets too personal because of this.

If you want to scale your business, you have to start treating your business like a business. 

A large part of this is because you are not going to do everything by yourself. You are going to need a team. If you deploy a team, then you need to systematize your processes.  In order to systematize your processes, you need to pull all of them out of your brain and start documenting.

So, what can you do immediately to start treating your business like a stand-alone, profit-generating machine?

Just like many of you, I was once living a corporate life.  Someday though, I knew I was going to leave this life, so I leveraged everything I could learn on the job.  I was consciously “intrepreneurship’ing” within all organizations I worked for. 

It was much later in my life I realized how fortunate that experience was and how much it impacted my business, which enabled me to skip most of the rookie mistakes. In a way, the experience allowed me to get right into making many more of the ‘other’ mistakes, but that is a story for another time.  At least, I did not have to start from complete scratch, so I’d say I was fortunate.

How to Niche Down Your Services When Your Business Has So Much to Offer Pt. 3: Three Ways to Future-Proof Your Niche

How to Niche Down Your Services When Your Business Has So Much to Offer Pt. 3: Three Ways to Future-Proof Your Niche

"I don't niche down, and let me explain why it works for me."

This tweet caught my eye earlier this year while I was working on pt. 1 & 2 of this "Niche Down" series.  I was intrigued.  This statement challenged what I practice and promote, and, immediately, I wanted to know more.

It originated from an influencer who seemed to be doing extremely well.  I always liked his overall message, although I'm not part of his target audience.  So, I happen to follow him over Twitter.

Once I got to the post where he explained why & how not niching down was the way to go, I realized his definition of "niching down" was… a little off.  In my eyes, he was totally niching down. 

He just didn't see it that way.

Note, I have no intention of calling someone out just to make a point that I'm right or nitpicking on what “niche down” should be. Doing so doesn't give value to anyone, including me.

Instead, I saw this as an opportunity.  I was so glad that I saw the tweet.  This was an indication that the concept of niching down may not be so straight forward for some, and I needed to articulate more clearly as to how to get this done right, so that no one wastes time or effort.  

The irony is that his business is clearly defined and niched down, but he tells his audience he does not believe in niching down. This can be confusing to many entrepreneurs.

In this final post of the 3-part series, "How to Niche Down Your Services When Your Business Has So Much to Offer," I'm going to lay out how to future-proof this process so that you are well on your way to success. 

But before diving in, let’s address what is going on here with this influencer.

Recap: Spring Clean Your Business – Master How to Declutter, Streamline & Protect Your Business Like A Pro

Recap:  Spring Clean Your Business – Master How to Declutter, Streamline & Protect Your Business Like A Pro

I get it. This is not the sexiest topic you want to consume as a business owner. 

It's not about making millions of dollars or getting 10,000 additional subscribers on your website in one month or running a successful launch and make 6 figures out of it.

On the contrary, the April live event was all about getting your (business) house in order.  

But if you are like me trying to live somewhat seasonally, I bet you will find this post helpful.  When you start spotting subtle signs of spring, overall – personally & professionally – you are in the mood to hit the “refresh” button.  So why not push the refresh button on your business, too?

Recap: “The Million-Dollar, One-Person Business” – The Secrets to Building a Million-Dollar, One-Person Business Revealed!

Recap: “The Million-Dollar, One-Person Business” – The Secrets to Building a Million-Dollar, One-Person Business Revealed!

There's a new breed of entrepreneurs who are ruthlessly focused on delighting their customers while pursuing their ultimate goal of having freedom and generating 7 figure gross annual revenues without being tied down to managing full-time employees.

 

How do they do it? 

What are their secrets?

What's the catch?

 

How to avoid FOMO by Creating Bold Themes that Ground You

How to avoid FOMO by Creating Bold Themes that Ground You

My biggest take away this year was how effectively creating clear themes helped me to stay on the right path. 

It had a tremendous impact as I managed to avoid chaos and FOMO (fear-of-missing-out) often triggered by hot new trends and crazy sounding success stories from the online world.

In our head, we all know that we should not get side-tracked by the noise coming from social media posts and relentless ads full of ridiculous success stories. But, let's face it; it is so hard not to get sucked down the rabbit hole. It's because those are designed to tap into your emotions.

Recap: Entrepreneurial Fears - A Practical Guide for Overcoming 3 Types of Fears that Slow You Down

Thank you to those who attended the Sept 2017 event, Entrepreneurial Fears: Practical Tips for Overcoming 3 Types of Fears that Slow You Down.

You were the most integral in making the entire experience unforgettable. Also, special thanks to those who bravely shared their business challenges, which was immensely helpful for me from an event planning perspective.