You’re out there everyday, telling the world how great your service is, that what you have to offer is exactly the solution they are looking for.

The best way to prove that your services are the answer to your prospect’s problems is to build your credibility as a professional and to show that you’re the expert in your field.

photo credit: gcoldironjr2003

Here’s how to prove that you are the solution:

• Prove that you deliver what you promise. Live by this mantra: Under-Promise, Over-Deliver.
• Look at your marketing material with a critical eye. Would you hire yourself?
• Add an element of tangibility to your services by sharing real success stories and testimonials.
• Write and publish articles about your area of expertise.
• Fill your pipeline by getting others to introduce you and refer your services.

If you’re not a member of my Marketing Momentum Program for VAs, you missed an awesome call last week on how to market your VA business using press releases with Teresa H. Berger founder of Innovate Services. She’s a master at public relations and expert copyeditor.

She did, however, give me permission to share with you her free special offer. (Did I say it was free?)

Here’s the scoop:
Sign up for her free KISS (Keep It Super Simple) Public Relations and Editorial Tips by May 31st and you’ll also get her Top Buzz Worthy Press Release Ideas report with tons of PR ideas you can start using to market your virtual assistance business right away.

I also highly recommend you visit Teresa’s blog for free advice on getting media attention for your virtual assistance services.

If you’re not using press releases to market your VA business (or if you’re not doing it properly), you’re missing out on a HUGE opportunity to get media attention, as well as gain credibility and visibility.

Click here to listen to the final 3 minutes of our call. Along with her offer, Teresa offers a final public relation tip.

Enjoy!

You can’t build a reputation on what you are going to do. — Henry Ford

Stop procrastinating. Go out there and do something — today!

I’m a major sucker for reality shows like CBC-TV’s Dragons’ Den, a show where entrepreneurs pitch a panel of five potential investors, for a stake in their company. I guess I like to live vicariously through the Dragons’ who get to tell awesome entrepreneurs how great their idea is, and tear into the ones that just don’t get it (I’m more like Arlene, though, not a hard-ass like Kevin).

Plus, I love hearing each business’ pitch. Most of of them are absolutely horrendous (you’ll often hear me say “What in the heck were these guys thinking?“).

For example, a presentation this week, where the company, Bandthology, Inc., was asking for one-hundred-fifty-thousand dollars for a twenty percent share.

The problem was their business and offer was all over the map. Their pitch started something like “We’re a company specializing in music games and live entertainment for corporate and live events.”

OK, let’s just stop right here… (are you ready for it?) How can you say you SPECIALIZE in something, then sprinkle the word ‘and‘ all over your pitch??? If you SPECIALIZE in something, that means you’re really good at ONE thing…

Moving on…

As the presentation went downhill on, the Dragons’ failed to grasp what they were selling, exactly. They were talking about a music-themed board game, a digital version of the game (in development) for mobile DJ’s and other forms of events, a live show… and I can’t remember the rest…

That’s the point, isn’t it? If, at the end of a presentation, I (the pitchee) still can’t tell what in the heck you’re selling, how can you expect me to take action? Much less hand over hundreds of thousands of dollars of my money to finance your company.

Robert Herjavec summed up what everyone in the room (and watching) was thinking:

I’m completely confused. I hear you talking about a board game, a live show, I hear you talking about intent of a software product, then you’re talking about a DJ. Like, I’m really confused. This is all over the map.

But, Arlene Dickinson said it best:

Why aren’t you focused on doing one of those things extremely well before you go into other markets? Because, really, I think by diversifying so quickly and being underfinanced to do it, you end up doing a lot and doing nothing very well.

Sound familiar???

I’ve said it hundreds of times before: If you want to make your mark in this great big entrepreneurial world, you’ve GOT to stick to ONE thing — the one thing you’re really good at, the one thing no one else does as good as you, the one thing you want to be remembered by.

What’s your thing?

Yesterday, I shared Pam Ivey’s response on how NOT to reply to a request for proposal.

For most service providers, RFPs can be a great resource for new clients – if you respond professionally and thoroughly, with a great call to action (sounds like a marketing strategy to me).

So, how do you professionally respond to a request for proposal? Pam offers these points:

• Restate the request in your own words to demonstrate your understanding of the project and requirements.
• Describe how you will perform the project.
• Describe ways in which you will measure effectiveness.
• Describe your past experience with past projects.
• Suggest a time-frame for project completion or if warranted, you can suggest an ongoing (or retainer) program – which is of course, is often our ultimate goal.
• Thank them for the opportunity to submit your proposal and offer to answer any questions they may have or to provide further details.
• Remember to include your contact information – both email and phone number, along with a link to your website.

I hope you found yesterday and today’s series on Responding to RFPs useful and informative.

I can’t wait to meet Pam in person and hear her presentation Answering and Responding to RFP’s at the IVAA Annual Live VA Summit 2009 in April (right here in Montreal!!). Pam Ivey is a Virtual Business Manager and Owner of the Canadian Virtual Assistant Network (CVAN).

Time to go out there and start making some noise!

You’ve heard me rant about an RFP I wish I never received (and maybe that person wishes they never sent it!!) and the discussion has come up again on a VA group I belong to.

This time Pam Ivey, Virtual Business Manager and Owner of the Canadian Virtual Assistant Network (CVAN), chimed in with her suggestions on replying to a request for proposal. While her message was specifically directed to the Virtual Assistant who asked the question, the same guidelines can be applied to any service-based entrepreneur.

I’ll her break answer down in 2 posts. Today, I’ll highlight Pam’s list of what NOT to do when replying to a RFP:

1. Avoid using “canned” responses when responding to RFPs. Show genuine interest in the project – visit the prospect’s website (if the address is not supplied, do some research — the majority of businesses have a website). Note his or her target market, how many listings they have, learn more about them in the “about us” section of their website. Then personalize your response in their style that you’ve deduced from their website and request for proposal.
2. Do not include a resume!!! This cannot be stressed enough. In fact, if you have a resume, throw it out, delete it from your computer – get rid of it! You are an independent service provider, a.k.a. entrepreneur or small business owner. You are not an employee. Act accordingly. Would you ask your lawyer, plumber or teacher to see a copy of their resume? Not likely. If you’re smart, you’ll ask for reference but certainly not a resume. Get out of the employee/employer mentality!
3. Do not include a fee or price unless explicitly asked to provide such information. Instead, insert a call-to-action such as offering a free consultation to discuss the scope of the project in more detail in order to determine cost. You want to speak to the prospect personally. It is much easier to sell your services in this manner and provides a better opportunity for the prospective client to get to know you and for you to get to know the prospective client.

I agree 100% on points 1 and 2.

I am half-way on point 3. I agree that a set price should NOT be put in a request for proposal until you have a better idea of the entire scope of the project. However, I feel you should at least offer a fee range. Giving your potential client a ballpark idea of your fees will aleviate much of the hesitation the prospect may have in continuing the conversation. Plus, it serves as a “sifting” tool — if your range is higher than they expected or can afford, you avoid wasting time figuring that down the line.

What do you think?

Stay tuned tomorrow, as Pam offers a few more points on how to submit a RFP to a potential client.

Thanks, Pam, for allowing me to share this with my readers!

What you do speaks so loud that I cannot hear what you say. — Ralph Waldo Emerson

The Top 4 No-Brainer Shortcuts to Achieving Expert Status, Fast!

Independent service professionals often ask me how they can become a sought-after expert in their field, especially if they are just starting out. The secret lies in getting others to perceive you as an expert in your field. To achieve this, you must BE (and believe you are) an expert. After all, if you don’t believe you are an expert, how can you convince your audience that you are?

Done over and over again, the following four shortcuts will help cement your expertise in the eyes of your target market and potential clients, and keep you on their minds whenever they think of the topic that you specialize in.

1. Writing. There is no status-building strategy as effective and as cost-efficient as writing. Don’t let the common excuse of, “I’m not a good writer,” stop you from tapping into this credibility-boosting opportunity. I’m not necessarily the best writer, but I know that the more I write, the better I get. I also know that my audience cares more about content than about proper writing protocol. There are many different writing avenues that will get your name out there, such as:
   • Blog. This is my favorite form of writing, because I’m the kind of person who writes the way I speak. Blogs allow me to take a fun, conversational tone and to attract people who appreciate this approach. Write at least one longer post per week about the topic that you specialize in, that you can use as an article.
   • Article marketing. Submit your articles to online submission sites (like ezinearticles.com) to attract traffic back to your website.
   • Newsletter. Capitalize on your hard work by sending your articles to your mailing list as a newsletter. Many email broadcasting services are free when you have a small list, and are affordable as your list grows.
   • Other options. Write press releases about your new products and services, e-books that solve a problem your target market deals with; write a printed book, white paper or special report; contribute as a guest author on someone else’s blog.

   The key to using this status-building shortcut effectively is VALUABLE CONTENT. Avoid being overly general or blatantly promoting yourself; instead, inform and educate your readers, and be laser focused on their needs and concerns.

2. Speaking. Being a speaker instantly supercharges your status as an expert; it boosts your visibility and credibility and you become a sought-after and skilled professional. It is another highly effective and inexpensive strategy, and it’s another time to let go of the excuse that you’re not good enough to do it. Speaking does not need to mean giving a 45-minute keynote address in front of 500 people. Here are some simpler and less intimidating ways for you to gain expert status by speaking:
   • Volunteer to give a 5-minute presentation at local networking venues like Chambers of Commerce and Rotary Clubs.
   • Apply to be a speaker at online trade shows or expos.
   • Accept opportunities to be interviewed on radio shows or podcasts.
   • Teach a class at your local library.
   • Host a monthly teleclass.
   • Record 10-minute audios and post them to your blog, send them to your mailing list or submit them as a podcast.

If there are no events for you to speak at, create your own speaking opportunities:

The key to using speaking effectively is (can you guess?) VALUABLE CONTENT. Make sure you provide your audience with informative and educational content about a topic that they are interested in.

3. Information Products. In order to be perceived as an expert, you must consistently provide the information that your target market is searching for. Information products are the best way to give your audience this information without you having to actually “be” there.
   • Ebooks
   • Audio recordings
   • Membership sites that offer exclusive access to a variety of products
   • Special reports
   • Guidebooks
   • Ecourses
   • Tutorials
   • Teleclasses
   • Live training events
   • Coaching programs

Information products may include:

The possibilities are endless. While VALUABLE CONTENT is also the key to this strategy’s effectiveness, you will want to offer products in a wide range of price points (from free all the way to your big-ticket item).

4. Accessibility. This shortcut may not seem obvious, but as soon as you make yourself available, visible and accessible to your target market, you gain respect and people will seek out your advice. This doesn’t mean spending your day giving away your expertise on the phone or in emails. Instead, tap into the social networking scene. Let your “followers,” “friends” or “fans” know what you’re up to by updating your status. Post surveys. Answer questions relating to your field. Join groups where your target audience hangs out.

Showing up, in real time, and participating in these interactive forums will not only remind your audience that you are an expert in your area, but will also help you to gain the “know, like and trust” factor that is needed to cement your expert status.

Remember that the first key to gaining expert status in the eyes of your target market is to believe in your own expertise. Use these four strategies to share your knowledge in your own unique way, and you’ll be the first one your audience thinks of when they’re looking for an expert in your area.

© 2008 Cristina Favreau. All rights reserved.

ABOUT CRISTINA
Cristina Favreau specializes in teaching independent service professionals who struggle with marketing, so they get more visibility, build their credibility and increase their self-confidence. Get her complimentary “12 Mistakes To Avoid in Your 30-Second Intro” ecourse at http://www.cristinafavreau.com/index.htm

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You’re welcome to “reprint” this article online as long as it remains complete and unaltered, including the “ABOUT CRISTINA” info above. Please send a copy of your reprint to web (at) cristinafavreau (dot) com.

There is a difference between conceit and confidence. Conceit is bragging about yourself. Confidence means you believe you can get the job done. — Johnny Unitas

If you want to get the business, you must instill this kind of confidence in your potential clients. In order to instill it in others, it must first be inside you.

If you sincerely believe your service will solve their problems, don’t worry about coming off as egotistical. If you can back up your claims, you’re no longer a braggart, you’re a solution provider.

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?