The Savvy Entrepreneur

Today’s quote was selected in line with my continuing study on the strengths movement.

You get the best out of others when you give the best of yourself. — Harry Firestone 1868-1938, American businessman

Isn’t that summed up well?

A friendly reminder to those interested in applying for my Summer Internship Program. I’ve extended the date to May 10, so there’s still time for you send me your application.

I have to admit… I’ve been in a marketing slump lately. It feels like everything I read or hear about marketing a service-based business has been said and hashed over. I’m bored with it. So, I took a break from reading or listening to anything related to marketing.

Then this cold that has been hanging on all winter turned into a nasty sinus infection over the weekend. Being pregnant, I can’t take drugs, so I vegged on my couch with a book called Celebrate Marketing: Secrets of Success. I was pretty close-minded about it, thinking “Here we go again, more of the same-old-same-old about target markets, networking and following up.”

Then “it” happened. I’m sure “it” happens to you too. While listening or reading about something relating to your industry, you’re suddenly struck with such an amazing and simple concept, you think “Geez, I wish I thought of that first!” or “Man, I wish I heard of this sooner!”

Every once in a while I come across a gem… a truly ingenious yet simple marketing strategy that stirs me to the core, that I simply MUST share. That’s what happened as I read through the first chapter, Dare to Be Different: Super Positioning, written by Fred Berns.

I perked up (well, as much as someone with cement for brains can) as he talked about the power of “only” and packaging your business differently:

How you promote yourself is less important than that you promote yourself differently. You will never make a lasting impression if you use the same marketing methods as your competitors.

Nothing new there, but I knew he was on to something when he finally got to the point, sharing how to stand above the crowd — Harness the power of “only.”

The word “only” packs a mighty 1-2 punch:

1. It distinguishes you from everyone else in your field. It puts you in a class all your own, defining what specifically makes you different.
2. It subtly points out areas where your competition is deficient, and how you fill the gap.

Isn’t that a brilliantly simple yet awesomely powerful strategy? Once you come up with your only statement (25 words or less), use it in all your marketing, including your 30-second intro.

BEWARE! Don’t sell yourself short, don’t be modest and don’t use the word “only” to your detriment. The word “only” describes what you alone, solely and exclusively do (I am the only accountant in the US servicing professional tight-rope walkers), not what you just, simply or merely do (I’m only a chartered accountant). Remember, it’s not bragging if you can prove it.

If you’re having trouble coming up with your only statement, think about what makes you special, distinct, different (can you hear me say StrengthsFinder 2.0?) Make a list of your skills, qualifications, contributions, capabilities, talents, accomplishments, success stories, awards, etc., using superlatives where appropriate (most, highest, first, finest, etc.).

Not yet convinced of the benefits of creating an only statement? Consider these points:

• It’s the one thing people will remember you by and it’s how they will describe you to others.
• It increases your expert status.
• It helps you maintain your fees, even during tough economic times.
• It sets you apart from your competition, increasing your credibility and visibility.
• It’s a marketing strategy that costs you nothing.

In my excitement over this, I started working on an only statement for a client as well as for myself. I should have something by the end of this week or early next, so I’ll be sure to share it with you.

In the meantime, what’s your only statement?

Ability is what you’re capable of doing. Motivation determines what you do. Attitude determines how well you do it. — Lou Holtz

Lately, you’ve heard me talk a lot about StrengthsFinder 2.0 and Go Put Your Strengths to Work. If you haven’t already done so, you need to get these books. It has been a life-changing experience for me, and I believe everyone needs to know about their strengths and talents (you may think you know, but not at this level).

I realized that I haven’t yet shared with you the results of my StrengthsFinder 2.0 assessment — my top 5 strengths. Since I’m asking candidates for my Summer Internship Program to include their assessment results in their application, it’s only fair I share mine.

NOTE: I’ve extended the internship application date to May 10 to give everyone the chance to get a copy of the book and take the assessment.

So here they are in order, my top 5 strengths:

• Individualization: People strong in the Individualization theme are intrigued with the unique qualities of each person. They have a gift for figuring out how people who are different can work together productively.
• Learner: People strong in the Learner theme have a great desire to learn and want to continuously improve. In particular, the process of learning, rather than the outcome, excites them.
• Activator: People strong in the Activator theme can make things happen by turning thoughts into action. They are often impatient.
• Responsibility: People strong in the Responsibility theme take psychological ownership of what they say they will do. They are committed to stable values such as honesty and loyalty.
• Achiever: People strong in the Achiever theme have a great deal of stamina and work hard. They take great satisfaction from being busy and productive.

For a short description of each of the 34 themes, check out The Gallup Organization’s StrengthsFinder Instrument on the CareerTrainer site.

At first, I was in denial. I mean, I didn’t get any of the “good” ones. I viewed Responsibility as a curse — a weakness, not a strength. I viewed the description of the Individualization theme as people who are touchy-feely emotional types — HOW could it be my first, most dominant strength? I was in such denial that I was going to buy another book for a new access code to retake the test.

After sulking for a few weeks (yes, I’m that stubborn), I decided to read over my Strengths Discovery and Action-Planning Guide (the comprehensive report you get after completing the online assessment) once again, this time with an open mind.

Something very strange happened… I got a lump in my throat (I am NOT — repeat NOT — a touchy-feely emotional person). How could someone as self-aware and so in touch with the deepest aspects of my personality be moved to (near) tears by some silly test?

There was a mixture of sadness and relief.

• Sadness: I realized how much time I’ve been wasting in my business trying to do things I’m just not good at or loathe, because… well… who else is going to do them? I also mourned over the strengths I didn’t get, the ones I thought I “should” have. But those feelings blew over quickly.
• Relief: It described so clearly what I, at a gut level, know makes me different, but never had the language to describe. It also felt like someone finally “got” me — why I do the things I do, in the way I do them. Finally, it gave me a lot of clarity, because I now have a better idea of where to develop my skills, knowledge and practice, and which areas to build my business around.

Instead of fighting to get myself to do the things I’m not good at or have no desire to learn (and beating myself up for not wanting to), I’m concentrating my time, energy and money on developing my natural talents, doing what I’m REALLY good at and honing those talents. I want to be more of who I already am, not be anything I want (or have) to be.

That’s the main reason why I came up with the idea to run a Summer Internship Program, so I can build a team of people with strengths who complement (not compete with) mine, allowing me to take my business to the next level (not to sound cliché, or anything).

If you’re open to sharing, I’d love to know what your top 5 are.Discussing with others who have gone through the process is both exciting and therapeutic.

The greatest good we can do for others is not just to share our riches with them, but to reveal theirs. — Zig Ziglar

… on my blog, that is.

Last week, a post I had written in August 2007 had been reposted as an April 2008 post.

It was brought to my attention a few days ago that my RSS feed is going out with questionable link ads at the bottom of each post.

To top it off, as I was looking through my Google Alerts this morning, I noticed a ping back to my blog with a post called Are You Pissing Off Your Clients? That was a saved blog post in my drafts. I had written it after an upsetting situation with my pediatrician. I wrote a rough draft — I was still quite sour about the whole situation — so I saved it for a future post, waiting to cool off and tie up all the point into a lesson on customer service.

Looks like someone (I could use a stronger word, but I’m going to be nice) has hacked into my blog.

In doing research, I noticed I’m not the only one. Seapegasus Blog talks about a New Blog Spammer Hack that lets spammers put hidden text on a blog’s RSS feed. I’ve lost a dozen subscribers this week alone and I think this has something to do with it.

So while I figure out how to fix this, please be patient and know that I’m not suddenly endorsing enlargement pills nor am I inviting you to watch the latest celebrity s.e.x video.

Anyone else dealing with this? Solutions are welcome!! If you’re running a blog on WordPress, I highly recommend you change your admin password, just in case you’re next!

Starting in May 2008, I’m running an internship program for a team of four or five people to help grow my coaching practice.

The idea is to find a diverse group of motivated people who want to join together to create a collection of neat projects. The tools we use will range from:

• MS Office
• basic website (Dreamweaver MX)
• Internet
• social media (Facebook, et al)
• blogging (WordPress)
• podcasting / audio (Audacity)
• surveys (SurveyMonkey, iContact)
• membership site
• copywriting / sales or web copy / writing / ghostwriting
• newsletters / autoresponders (iContact)
• shopping cart / ecommerce (E-junkie and PayPal)
• design / graphics
• editing / proofing
• SEO / keywords
• RSS (FeedBurner)
• FTP
• online appointment scheduling (Web-appointments.com)

Topics might include:

• marketing or product funnel / info product empire
• multiple streams of passive income
• ebooks / small reports
• podcast / blog
• contests
• online courses / ecourses
• teleclasses / web conferences
• newsletter marketing / autoresponders
• article marketing
• branding
• leveraging
• presentation / speaking
• press releases
• editorial calendar
• target market / niche / specialty
• processes / systems / automation
• small business development
• project management

We’ll be focusing on taking the big picture and breaking it down into bite-size pieces. We’ll be creating, developing and implementing events and products to get us closer to our expansion goals. We’ll be working as a group (remotely, so it doesn’t matter where you live) to create a collection of useful resources and events that matter to my target audience.

The program will run 8-25 hours per week from mid-May to mid-September, with a short break in July (so I can give birth). We will be meeting regularly via telephone bridgeline, instant messaging and email.

This is an unpaid internship. You’ll be doing “real” work, in your area of expertise — no cold calling, stapling, or running errands. You will be given every opportunity to shine. In exchange, what you get is:

1. concrete, practical experience in your field
2. practice in a real world, business setting
3. the chance to build your portfolio/CV/profile with real-life examples of your accomplishments (without divulging confidential information, of course).

I want to reward your efforts, so I will pay you 15% of the profits generated by what we created during our time together (paid at the end of the internship program). It’s understood that if you leave before the program is over, you automatically forfeit your share.

Once the internship program is over, we will discuss the possibility of extending your role as an independent contractor (read: paid).

My internship program offers you the chance to get paid work as well. How? I may require your services on client projects. These projects will be considered apart from the internship program and you will be paid as an independent contractor.

Ground Rules:

• I must receive your application by May 2. Application date extended to May 10.
• Please include examples of what you consider is your best work in any of the areas above.
• To get a glimpse of your personality, please share with me the best compliment(s) you ever received and your top 3 pet peeves.
• THIS IS VERY IMPORTANT TO ME: I’m looking for people who have strengths that I do not possess. My goal is to create a well-rounded, powerful, complimentary and productive team. Please buy a copy of the book entitled StrengthsFinder 2.0 by Tom Rath. Use the access code provided at the back of the book to take the strengths assessment. If you want to be considered for this program, please include on your application your top 5 strengths, per the results of your assessment.

Send your application as a Word document or PDF via email to coachcriss (at) gmail (dot) com. Other than the Ground Rules stated above, you decide what you put in your application — that’s the part of the process. Only candidates who are being considered will be contacted.

If you know someone who would be interested in my internship program, please forward this post to them.

Over on the Marketing Today site, you’ll find a neat little (free) tool to help you calculate your return on investment for any direct mail or email campaign. You can get there by clicking here: Marketing ROI Calculator.

Thanks to Lara Nieberding, The Data Digger for sharing this resource.

If money is your hope for independence you will never have it. The only real security that a man will have in this world is a reserve of knowledge, experience, and ability. — Henry Ford

You’ve heard me say that I truly appreciate receiving feedback, because it helps me grow and improve in my business.

By creating monthly surveys, I’m getting more feedback than I ever expected to receive, which is great, because I’m discovering new ways to improve and how to align myself on some of my projects in the works.

In reading the replies regarding the ‘30-second Intro’ audio project survey, someone made this remark:

Why would I pay for it if what attracted me to subscribing to your ezines, it was already free in PDF form? I don’t like the part about ME being your #1 Marketing Guru. It’s clear (and important) that you sent this to multiple recipients. However, it just sounds, well….fake.

Interesting. Because this was the only person who mentioned sounding fake in my request I don’t know if this is reaction that most people had, but didn’t say anything or unique to this one person. What can I learn from this feedback?

The most important lesson I learned from this person’s comment is I didn’t include enough information in my survey introduction. I didn’t clearly define the difference between the audio program (which will have a price tag attached to it) and my guidebook (free to newsletter subscribers).

If a man will begin with certainties he shall end in doubts; but if he will be content to begin with doubts he shall end in certainties. — Sir Francis Bacon

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