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How to boost sales and plan ahead with clarity

By Jim Connolly | December 19, 2010

If you want to really improve your marketing and business development results, today’s post is just for you!

As a marketing professional, I’m always fascinated to see the way different people respond to the same situations.  In my experience, it is usually a person’s perception of a situation that governs how they feel about it (and what action they take), rather than the actual situation itself.

For example, you see a headline in a newspaper about an announcement your government has just made.  If you are a supporter of that government, you will probably see value in the announcement, but if you are opposed to that government, you will probably be against it.  The announcement is the same, but it’s perceived differently by different people.  As they say, one guy sees ice outside and starts complaining about how cold it is, the other guy sees the ice and enthusiastically grabs his ice skates!

Our perception of how things are is exactly that: OUR perception.  It doesn’t mean it’s right or wrong, it’s just the way we see things.

Your perceptions of your business and the marketplace

What perceptions do you have right now regarding your business and your marketplace, which may need to be reviewed?  Here are a few questions, which may help:

  • Are you attending great networking events, which generate high quality clients for you… or are you doing like 99% of small business networkers and meeting the same ineffective contacts month after month?
  • Is your website a 24/7 lead generating machine for your business or an under-performing site that is little better than an online brochure?
  • Are your taxes and accounts being handled by a great accountant, who will ensure you are not paying a penny more than you should, or are you “saving money” with a cheap accountant and losing thousands?
  • Does your social networking activity have a commercial strategy, or are you sharing funny videos and chatting with old school friends on Facebook; wondering why “all that social networking” isn’t advancing your business?
  • Does your marketing clearly demonstrate the unique value of working with you, or do you seem very similar to your competitors, so prospective clients only have your fee as a way of differentiating you?
  • Are your fees or prices a true reflection of the value you bring, or are you promising a premium service for a bargain basement fee?  Your fees have to match your promises if you want people to take you seriously.
  • Are your negotiating skills convincing genuine prospective clients to work with you, or is there room for improvement?
  • Is your customer service genuinely excellent, or is it little different from your competitors?
  • Is your glass half empty or half full?  The correct answer by the way, is that your glass is 100% full: 50% with water and 50% with air!

In short: It’s too easy to confuse our perceptions with reality.  This is why you need to check your progress regularly, to ensure you’re moving forward in all the key areas of your business.

Your feedback please!

By Jim Connolly | December 17, 2010

What marketing topics would you like me to cover here on the blog?

I’m always working to make this site as valuable as possible to you, which means writing about the areas of marketing and business development, which you are most interested in.

So, what areas of marketing or business development, would you like to know more about?

Your feedback please

Your feedback is really important and will help shape the content I cover, so please take a moment to leave a comment and let me know what you want to see here.

Thank you!

Hundreds of great marketing blogs on 1 list!

By Jim Connolly | December 16, 2010

adage power 150

Today, I would like to share a wonderful source of marketing information with you:  The AdAge Power 150.

The AdAge Power 150

There are hundreds of thousands, (maybe millions) of sites that cover marketing.  Many are written by people who call themselves experts, yet who have little if any marketing expertise.  It’s simple and inexpensive to create a professional looking site and just as simple to attract thousands of social media followers, using software.  The end result is that for a very small investment, it’s easy to produce fake “social proof”, that someone is a leader in their field.  The AdAge Power 150 was developed, to help people find sources of marketing information they can trust.

Advertising Age, who produce the AdAge Power150 list, is not some new Internet business.  It is an industry respected publication, which was founded in the 1930’s and which I have been a reader of, since entering marketing over 20 years ago!  Their list is an index of the world’s leading marketing blogs, based on a number of metrics, including things like the number of times a marketing blog has been linked to and how many readers it has etc.

The Adage Power 150 List: Who’s on it?

Some of the blogs in the list will be very familiar to you, such as; Seth Godin’s blog, search engine land, copyblogger, problogger, SEOmoz spinsucks and the brand builder.  I’m proud to say that Jim’s marketing blog is now in the AdAge Power 150 too.

I can’t promise that you will like every blog on the list.  Equally, I know there are MANY wonderful blogs NOT listed.  However, I believe that if you want to quickly discover some great new marketing and social media blogs, the AdAge Power 150 is a terrific place to start.

Let’s work together and grow your business. To find out more click here!

How to attract better clients

By Jim Connolly | December 14, 2010

How selective are you, regarding the people you work with?  Many small business owners make the costly mistake, of working with anyone, who has the ability to pay them.

In this post, I explain why this is a bad idea and how you can avoid wasting YOUR time and money working with low value clients.

Many small business owners attract too few good quality inquiries and end up building a client base that’s of little real value.  Even though they know from their conversations with a prospective new client, that this person will be a total nightmare to work with, they still decide to work with them because they need the money.

With a low quality client base, working for people who are a pain in the rear, their work ceases to be enjoyable and their business suffers in every respect, as a direct result.

The answer?

You can increase your income, lower your stress levels and develop a more robust business, by focusing your marketing messages so that they exclusively target inquiries, from people with your ideal client profile.

This means moving away from the mindset that any business is good business and using a more strategic approach to your business development.  It means not wasting another minute of your time developing large, untargeted networks and email lists.  It means no longer writing your marketing messages, so that they are of some relevance to almost everyone, and focusing them like a laser-beam, so they are 100% directly relevant to your ideal profile of client.  Of course, by making the content of your website/blog as relevant to this group as possible, your SEO should also improve, as Google and Co are always looking for the most relevant sites.

What next?

I recommend that you spend some time determining exactly what type of clients or customers you most want to work with, and then shift your marketing focus so that you are as relevant as possible to them.

What are their challenges?  Find out and demonstrate that YOU have the answers.

Where are they, online and offline?  When you know where they are, you know where to connect.  Look for groups, forums etc online and also the exhibitions or conferences they attend offline.

The bottom line: If you want the right people to get in touch with you, you need to motivate them to send you an email or compel them to give you a call or visit your premises.  This means that what they see/hear when they connect with you, either on your site, blog, Facebook, Twitter, Linkedin etc, needs to be as relevant as possible to them and their needs.

A message that’s designed to appeal to too wide a group, is just not powerful enough to motivate people to take action.

Get more inquiries from your site

By Jim Connolly | December 13, 2010

When was the last time you updated the sales / services pages on your website or blog?

I ask this, because many people write the key pages of their websites or blogs when the sites are first built, and then they are left alone.  Even though the marketplace is changing faster today than ever before, many small business owners have not updated their services pages for months or years.

I was prompted to write this, after I rewrote my own services page.  I wanted to better reflect how I work with my clients and clearly explain what they get from having me personally looking after all their marketing for a year. I was able to get the core benefits of working with me across in fewer words, making it easier for prospective clients to get the information they needed quickly.  I also renamed the page to “Let’s Market Your Business” to make it as clear as possible that I work hand-in-hand with my clients on their marketing.

Some ideas on improving your sales or services pages

One of the best ways for you to ensure that the changes you make to YOUR site’s copywriting, is to base them on reader feedback.  For example:

  • Do people contact you via your site, with an incorrect assumption about the range services you offer?
  • Do you attract inquiries from your site, from people at the wrong end of the market?  In other words, if you offer a premium-priced service, are you getting inquiries from people looking for a budget-priced service?
  • Do you get enough inquiries from your site, in relation to the number of visitors your sales / services pages get?  If you are attracting visitors who are finding you using the correct search phrases, but they leave that page without purchasing or making an inquiry, your marketing messages are clearly not motivating them to take action.

Change, purely for the sake of change, is a pretty low leverage activity.  Thankfully, with online marketing we are able to test and measure exactly how a website is performing and make changes that lead to progress.

You don’t have to be rich to be successful

By Jim Connolly | December 10, 2010

I enjoyed a wonderful evening yesterday, talking with friends.  We laughed, joked, and shared a few stories, as we sat around an enormous log fire, in the kitchen of a friend’s 400 year old farmhouse.

Afterwards, I reflected on how it’s almost always the things that money CAN’T buy, which bring the most joy – Like great conversation with good friends.  In fact, none of the key moments in my life happened as a result of me spending a ton of money.

Many people think that the acquisition of money is the same as the acquisition of success or happiness.  It isn’t.  I know people with millions in the bank, who own all the things that money can buy, who are not particularly happy with their lives.   Equally, I know people who earn very little, yet have wonderful families, children they love and great friends.

I’m not suggesting for a moment that money isn’t important.  It is!  It’s hard to be happy, when you’re always worrying about how to pay the bills.

I am suggesting that whilst we build our financial futures, we also make sure we invest in developing those things that money can’t buy.

Are you making this common marketing mistake?

By Jim Connolly | December 8, 2010

As 2010 draws to a close, how happy are you with the progress your business made this year?

Many business owners have had a challenging year in 2010.  We know from small business failure rates, that the majority of them will stick with whatever they have been doing, mistakenly thinking that things will “just get better”.

Only a tiny minority of small business owners will proactively change course and get their business on track.  These inspired people understand that success comes only when you are following the right strategy.  They know that no matter how hard they work on the wrong plan, it still won’t work.  They know the difference between movement and progress.  That’s what today’s post is all about.

Movement

When you are working hard, it feels like you are making progress, even if you are going nowhere.  All that activity and determination, combined with your best intentions, creates the illusion of progress.  Now, when that kind of effort and intent are focused on an effective strategy, you will indeed make progress.  The challenge here, is that many people simply do not know what to do in order to succeed.  So, they end up doing what they already know how to do, even if it’s not working.  It’s demoralising and completely unnecessary.

Progress

Progress comes when we do the right things, correctly.  This means finding out exactly what YOU need to actually do, in order for your business to progress.  Now, being as your business is unique, you need to know what specifically to do, based on your unique situation.  YOUR strategy needs to reflect the following:

  • The amount of time you have available to market your business each week.  If you are following a strategy that requires more time than you currently have available, it will not work.
  • How much you can invest financially in your marketing.
  • The profile of clients or customers you want to attract.  An effective strategy is based on attracting only the best quality clients for your business.  Low value clients are demoralising to work with and they can make work a lot more stressful than it needs to be.
  • Your plan also needs to reflect your unique abilities regarding things like copywriting, negotiating and networking etc.  Your strengths, weaknesses and assets have to be incorporated into your plan.  Otherwise, you risk engaging in marketing that will be completely ineffective and enormously frustrating.

This blog is read by small business owners all over the world, in every industry and profession.  As a result, I try hard to be as relevant as possible to as many people as possible.  However, there are clear, obvious limitations on how much progress you can make, without working to a plan of action, that’s built around your unique situation.   This is why I offer you a service, where I personally help you to develop the strategies you need and show you how to put them into action.  There’s a waiting list and it will cost you a few thousand pounds to have me mentoring you for a full 12 months, but it’s a wonderful investment for those who want to enjoy the rewards of a successful business.

Whatever route you elect to take, make sure it’s moving you forward.

Let’s work together and grow your business. To find out more click here!

An exciting new service from Jim Connolly!

By Jim Connolly | December 7, 2010

I’m excited to announce the launch of a brand new service, for those of you who are interested in developing additional sources of highly valuable, repeat income.

I believe this is the most valuable service I have launched in the past 10 years!

Just like my neighbours, there was a period of 5 days last week where I was snowed in.  However, unlike my neighbours, this had zero impact on my income or business.  That’s because the vast majority of my income is residual.  Residual income development is what this new service is all about.

For example, when someone buys my audio program from this site, the transaction is completed and the funds deposited into my bank regardless of whether I am in the gym, having lunch or playing with my son.  I invested a week writing it and 2 days recording it.  That was 5 years ago, and it still sells to people all over the world, generating tens of thousands of pounds worth of ongoing, almost pure profit in the process.  Not bad for a few days worth of enjoyable work.

Do you run a business or a self employed job?

I was quoted in The New York Times recently, regarding how most small business owners do not actually run a business, they simply run a self-employed job. The Times agreed!  In most cases, a small business owner needs to deliver X number of hours worth of work, for X amount of money.  The challenges business owners face when developing their income around this model include:

  • As my neighbours discovered, if they don’t show up at the office, their income drops, or stops.
  • When they take a holiday, their income stops (which is why so many small business owners take so few breaks!)
  • If they get ill, their income stops.
  • When they retire, their income drops.  At the point in their lives, where they need most money, they have even less and have to cut back.
  • Their income is capped all their working lives, because the number of hours they can work is capped.

I recommend a better approach

I suggest you get away from that model as soon as you can.  My new service is about developing something of value, which you create once and earn from many times; like the sales manuals that companies pay me for.  I write a sales manual once, which companies all over the world buy for their sales teams.  They pay me a license fee each year for using the manual.  I have manuals that were written a decade ago, which still generate revenue every year.

It’s not free money of course.  The first sale, of the first manual pays for my time, the following sales are then sources of extremely profitable, repeat income.  Like the audio program I mentioned earlier, this is an example of how to develop new income streams from what you know.  I have 18 different streams of income, which I currently earn from.  It’s not a magic formula, but it is an enjoyable, highly profitable way to make money from your knowledge.

Introducing my brand new service

Since I first started mentioning residual income on the blog, it’s not just The New York Times that picked up on it.  A number of you have emailed me to find out more on how to develop the right income streams for you and your business.

In view of this incredible level of interest, I am launching a brand new service in January, where I will show you how to identify and then develop and market your own residual income streams.  It’s a wonderful opportunity.

What next?

If you are interested in developing new, residual incomes for YOUR business and would like to know how my new service can help you, simply email me at Jim(@)Jimsmarketingblog.com with:

  • Your name
  • Company name
  • Email address & Country.

I will then make sure you are the first to know, when the full details are announced.  Places will be limited, so if you are interested, get in touch as soon as possible to avoid missing out!

Let’s work together and grow your business. To find out more click here!

Remembering Jim Rohn: 1 year on

By Jim Connolly | December 5, 2010

It’s exactly 1 year ago today that my mentor, Jim Rohn, passed away.  Jim Rohn was a major influence to me and I will think about him even more today, as I celebrate his life and mourn his passing.  I would like to take this opportunity, to share one of my favourite Jim Rohn quotes with you:

“Don’t wish it was easier; wish you were better. Don’t wish for fewer problems; wish for more skills. Don’t wish for fewer challenges; wish for more wisdom.”

Tweeting Wolf!

By Jim Connolly | December 4, 2010

Did you ever read the story, about the boy who cried wolf?  The story goes that just for fun, a little shepherd boy would raise the alarm in his village by crying wolf.  The villages would come running to the rescue, only to find out he was paying games with them.  Then, one day, a wolf really did come and when he cried for help, no one bothered responding.

In marketing, particularly social media marketing, I see a lot of people crying wolf.  I see people sending out messages on Twitter, with links to their site and the direct request to “PLEASE RT!”  The first time I see this, I check their link out.  Is it a link to a special announcement?  Is it a very special offer they want you to retweet for them?  Is it the launch of a new product or service? No. On almost every occasion, it’s just a link to a blog post they wrote.

Here’s the challenge with that approach: When those people REALLY DO HAVE something to announce or launch, they will get very little traction from their followers.  By constantly asking/telling their followers to retweet their work, they devalue the request.

Conversely, when you very seldom ask your social network to help you share something, they respond extremely well.  That’s where the magic is.

I while ago, I sent out a link to my followers and asked them to retweet it.  It was a link to a site that had information on a missing child.  Throughout that day, I saw people sharing that link all over the place.  I started the Tweet with the words PLEASE RETWEET at the very beginning.  People are not used to seeing anything from me that asks for a retweet, so it grabbed their attention.  I have previously seen amazing results here on this blog, when I asked people to retweet a post, which asked readers what topics they wanted me to write about, so I could be of greater service to you and more relevant.  The feedback was superb.

Build as much credibility and trust as you can with your social network.  Be a source of value and help.  Then, in my experience, if you need their assistance with something important, they will want to help you and in great numbers too.

Let’s work together and grow your business. To find out more click here!

Are you benefiting from the magic of giving?

By Jim Connolly | December 3, 2010

business development topics r

If you want to grow your business, through the act of giving; this post will give you a few ideas and help you avoid getting the balance wrong!

For almost a week now, the village where I live has been snowed in, with cars unable to move through the worst snow and ice this area has seen in decades.  So, a friend and I decided to see how we could get some food to the elderly residents; who couldn’t walk to the nearest shop, around 3 miles away, in such treacherous weather.  Thanks to a very helpful farmer, who took us part the way on his tractor, we were able to get to the shop and carry enough bread, milk and eggs to provide our elderly neighbours with some basic food for the next week.

As we delivered the groceries, without exception, we were greeted with; smiles, handshakes, hugs (and even a few kisses!)  The actual cost of the groceries was tiny.  The amazing response we received came from the intention behind what we did.

The beauty of contribution

People tend to respond extremely positively, when they know that you are doing something to help them, because you genuinely want to contribute.  This is something that many of the world’s most successful entrepreneurs and business owners have known for years.

I help thousands of people every week, through the information I give away here on this blog.  As a direct result, I have no need to market my services or advertise my services, beyond 1 single page on this site, which explains what I do.  That’s it!  By simply giving as much away for free as I can, I have a highly successful business, numerous income streams and a world-wide readership.

That’s because giving opens up the process of receiving.

The community here on the blog are VERY generous when it comes to sharing my posts and recommending me.  You’re amazing!  You also download my audio program and some of you hire me, when you decide to invest in professional marketing help.  It is very much a 2 way street, with everyone benefiting.  It’s a great way to grow a business and connect with brilliant people!

Start giving: One-to-many

However, for this process of giving and receiving to start, you need to get the ball rolling and start giving.

I’m not talking about giving your time away for free, offering one-to-one help, whilst you quickly go broke!

That kind of one-to-one help simply doesn’t scale for most of us and usually attracts people, with no respect for your time or its value.  That’s where many small business owners get the balance wrong and end up giving until it hurts them and hurts their finances!

I’m talking about using a one-to-many strategy.  In my experience, the best way to do this is via a blog.  Rather than spend 30 minutes of your time delivering one-to-one advice to a single person, you can use that same 30 minutes writing something like this post, which will reach hundreds, thousands or hundreds of thousands of people.

Contribution has always been a wonderful experience.  With the ability today, for business owners to contribute so much, to so many, for so little, the commercial benefits of giving are mind blowing.

What are you doing, in order to contribute to your marketplace?

Let’s work together and grow your business. To find out more click here!

Business development ideas that work

By Jim Connolly | December 1, 2010

The business development ideas that produce the best results, have 2 things in common.

  1. They work.
  2. They are put to work.

Business development ideas & the need for action

I have spoken with countless business owners, who have great business development ideas, which they have never put into play.  The challenge here, is that the best ideas in the world will not work, unless you do.

How many ideas are you sitting on right now? I’m guessing that there is at least one great idea, which you think could be gold dust for you, but which you have never taken action on, for whatever reason.  Maybe you are short on time?  If you are, skip an hour’s worth of TV this evening or skip a meal, and use that time putting your idea into action.  We can afford to miss a TV show or even one meal, but missing out on a great idea, that’s a different proposition.

Before you invest further time looking for more new ideas, why not spend that time taking action on one of the business development ideas you already have?

My 500th Blog Post – Thank You!

By Jim Connolly | November 30, 2010

As this is my 500th post here, I just wanted to thank a few people (in no particular order,) who have helped me develop the blog.

Gregor Spowart:  Gregor is a Partner with Mass Media Design and he’s the guy I go to when I need technical assistance here.

WebFusion:  It took me 2 years to find a hosting company that delivered on all their promises, and that company is WebFusion.  Since moving to their hosting service in September, I have enjoyed 100% up time.  This reliability means I can focus on writing posts for you, without worrying if the blog is working or not.  Moving forward, I’m delighted to announce that the guys at WebFusion will be sponsoring my hosting too.  This helps me cover the cost of all the FREE information I provide here for my readers.

The guys at Twitter:  Before Google decided to start sending me targeted traffic, Twitter was my primary source of new readers.  Twitter helped me develop my initial readership here and has put me in touch with some amazing people.

Finally and most importantly – The reader community here: The community here on the blog is what it’s all about for me.  The emails and comments are where I “meet” the readers and it’s what transforms the blog from a broadcast, to a discussion.  Many of my current clients started off as commenters and I also have a number of friends, who I initially met here on the blog.

I believe that blogging has been the best commercial decision I ever made and my commenters are the most valuable part of the blog – That’s how important you and your comments are to me!

My commitment to providing you with marketing and business development ideas has never been stronger and I look forward to being of more service to you in 2011.

Thank you for your encouragement, your ideas and your inspiration!

The power of flexible thinking

By Jim Connolly | November 29, 2010

Pro development topics rHow flexible are you regarding your business, products or services?  I ask this because many business owners miss out on great opportunities, through failing to spot the evolving needs of their marketplace.  Let me explain.

The need for flexibility

The multinational Blockbuster video chain, went from being the world’s leading destination for movie rentals to bankruptcy – Partly through being inflexible in it’s thinking.  It totally missed the opportunity to be the first to develop a world-class movie download service, by sticking too long to an outdated model.  As The Guardian newspaper reported, an online service came from nowhere to gain a massive commercial advantage and grab millions of it’s customers:

“Online video on-demand, dominated in the US by Netflix, which has 17 million subscribers and is soon to launch in the UK, sounded the death knell for Blockbuster, the video rental giant, which followed MGM into the bankruptcy courts in September.”

Embrace flexible thinking

The great news here, is that by adopting a more flexible approach, you have an opportunity to gain a massive commercial advantage over your stuck in the mud rivals. Of course, your clients and prospective clients may not be asking you directly for something new.  But by listening to the marketplace, it’s possible to identify common problems, which you can solve with new products or services.

Remember, the development of your business should be guided by what the marketplace wants and needs; NOT by copying what your competitors are doing.

Leslie Nielsen: A lesson in flexible thinking

After hearing the sad news of the death of Leslie Nielsen earlier, I remembered one of the most interesting facts about this wonderfully gifted actor.  He was 54 years old when he became an international star, after his role in the smash hit comedy movie; Airplane.  Until that point, Mr Nielsen had been a “serious” actor for decades.  However, this didn’t stop him going for the comedy role in Airplane, which saw him become an extremely successful comedy actor.

Had Mr Nielsen closed his mind to that comedic role, he would have missed the biggest opportunity of his career.

The marketplace is evolving faster than ever.  The business owners who refuse to move with the changing demands of their clients and prospective clients will quickly become irrelevant.

The bottom line: Never change just for the sake of it, but always listen to your clients and your prospective clients and look for ways to make things better.

Email subscribers: What every blogger ought to know!

By Jim Connolly | November 28, 2010

Where do you read this blog?

If you read it directly from jimsmarketingblog.com or a feed reader, like Google Reader, it’s possible you are wondering why I am even asking the question.  You may assume, as many people do, that almost EVERYONE either reads blogs directly from the site of from a feed reader.  If you do, here’s a statistic that you might find interesting.

If you write a blog or are thinking about writing one, what I am about to share with you could be enormously valuable too.

Over 60% of my subscribers now subscribe via email!

How easy do YOU make it, for people to subscribe to your site via email?

Do you have a large, clearly visible email sign-up box, or a tiny email RSS icon hidden away on your blog’s sidebar?  With 62% of my subscribers now reading this blog via email, I could be missing out on thousands of extremely valuable readers, had I not made it super-easy for them to get the blog delivered to their inbox.

One of the most important elements of blogging, is to develop a subscriber list.  Your subscribers are of enormous value to you.  Not only are they your most loyal readers, they are also the people who you will still be able to reach, if Google decides to stop sending you traffic or your other sources of new readers slows down or stops.  The fact that these wonderful people were good enough to subscribe to you, means that if you keep up your side of the deal, by providing great information, they will continue to read your content.  Your email subscribers have the ability to unsubscribe at any time, so it’s not enough just to gain their subscription, you need to look after them too!

Which software to use?

The software I use for delivering my email is called Mailchimp, though there are lots of alternatives. The service is relatively easy to use, though there are lots of videos on YouTube, which show how to set your account up, if you get stuck.  Once you have your account up and running, it’s time to let people know!

Attracting new subscribers

In my experience, the best way to encourage people to subscribe to your blog, is to ask!  Many bloggers use a simple signature file under each blog post, which asks people to subscribe to their blog.  If someone sees that reminder, at the point where they have just read something really useful, it can be a powerful motivator.

If you have never subscribed to a blog via email before, here’s how it works.  It’s extremely simple and takes seconds.  For example, to subscribe to this blog via email, you click this link (it then opens a box) where you enter your email address.  That’s it! Once you reply to the confirmation email, you will get future posts delivered to your inbox, ready for you to read at your leisure.  What I love about this process, is that unsubscribing is just as easy too, so the subscriber is always in total control.  That’s important.

As well as asking people to subscribe to your blog via a signature file added to your posts, I also strongly recommend having a BIG, easy to find email sign-up box on your blog’s sidebar.  This does the same thing as that link I just gave you, but it’s very visible (as you can see from the top right hand side of this blog.)

It’s also extremely important that you let your subscribers know that you respect their privacy (and therefore will never share their details with anyone, for any reason.)

So, if you want to increase your readership based on quality as well as volume, make it as easy as possible for your readers to subscribe to you.  Your subscribers are the most passionate members of your blog’s community and in many cases, they are your future clients and customers too.

In my experience, any time invested in developing your subscriber base is time well spent!

Let’s work together and grow your business. To find out more click here!

How NOT to get stuck with your marketing

By Jim Connolly | November 26, 2010

The worst thing you can do if your car is stuck in the mud, is to accelerate harder and harder.  Far from getting you free, it actually gets you deeper in trouble.  In the same way, if you are using a form of marketing incorrectly and you decide to “fix it” by pushing it harder and harder on people, you can similarly make things increasingly worse for yourself.

For example, if you are sending ineffective marketing emails to people and getting a poor response, so decide to send them out more and more regularly hoping to get some business from them, you will simply start angering the people you’re writing too.  Slamming people with poorly thought out marketing like that, can see you listed as a spammer and seriously damage your reputation!

Likewise, I think we have all seen those people on Twitter, who are always asking their followers to ReTweet links to their website or blog posts, (Pls RT) hoping to increase traffic.  That may be a great way to quickly show everyone you are desperate for business, but it will do little to inspire confidence in you or your services.

The answer is simple: Develop a marketing strategy that works – Then work that strategy.  In other words, do the right things correctly, rather than throwing more of what doesn’t work out there, hoping the numbers will save you.

What everybody ought to know about optimism

By Jim Connolly | November 24, 2010

How optimistic are you about your business in 2011?

Optimism can be a wonderful thing.  It’s powerful to look to the future with optimism, knowing that the plans we are working on today are going to help us move closer to our goals or targets.

Optimism can also be the by-product of self-delusion.  It’s pure fantasy to look to the future with optimism, knowing that we are going to use the same core ideas that have failed us in the past.

Things don’t just magically get better for us

We have to make things better.  You can work hard hoping it will improve your results, you can deeply desire better results, but unless you are working to a better plan, your results will be largely the same.  If you spend twice as long driving in the wrong direction, even if you REALLY want to arrive at the right destination, you will still end up further and further away from where you want to be.

Now, if you already have a great plan, but have been sitting on your hands doing nothing, (which I doubt), adding hard work to the mix WILL get you closer to where you want to be.  But if you have just spent the whole of 2010; working hard, trying hard, helping others, being sincere and you are STILL not getting the results you want, you need to improve your strategy.

Thankfully, you are in the driving seat

You get to choose the direction you take.  You can opt for more of the same or something better.   The bottom line here is that if you want to arrive at the right destination in 2011, make sure you are using the right map.

How to get massively more word of mouth referrals

By Jim Connolly | November 23, 2010

Word of mouth

Would you like to attract more word of mouth referrals?  If you would, here are a few simple questions to help you uncover the way word of mouth referrals work, based on your own experiences.

The idea of this post is to show you the process behind a word of mouth referral, so you can reproduce it with your own products or services (herein called products).  So, let’s get started!

  1. What was the last product you paid for, which you went on to recommend to people?
  2. On a scale of 1 to 10, how good did you believe the product was when you recommended it?  Think of 5 as being a very average product, 7 as being a good product and 10 as being “best in class.”
  3. What motivated you, to want to share your feedback?  For example, did the provider make it super-easy for you to share your feedback?  Did you feel so positive about the product or service, that you wanted YOUR name to be associated with it?  Were you offered a commission or reward for the recommendation?  Did the product provider ask you to recommend them or their product?  Whatever your answer, write it down in as much detail as possible.
  4. How many people did you tell?  Did you just mention it to a friend or share it with your social network / business contacts?  Why did you tell so many or so few people?  Again, get this written down in as much detail as possible.
  5. Finally, go through the same exercise for 3 or 4 other products, which you recommended to people.

Word of mouth: Deconstructed

For you to benefit from that simple exercise, you need to consider how you can apply the same process that inspired you to recommend those products, to your own products.  Do you need to work harder on developing a better (more remarkable) product, or maybe become more proactive at asking for referrals?  Do you need to make it easier for people to tell their friends how great you already are?  Your answers will start to show you the areas where you need to focus your efforts, in order to get more referrals.

Word of mouth and being remarkable

Here is a prediction regarding your answers.  I would be very surprised if any of the products you recommended were just average.  In most cases, I would expect to see scores of 8 and above.  The key motivator that inspires word of mouth referrals, is when something is remarkable.  In short, if we want to be spoken about positively (or remarked upon) we need to be remarkable.  No one feels inspired to recommend something, if it’s unremarkable, average or dull.  I wrote a post about it, which you may like to read.

The Bottom line: No matter how much word of mouth business you already attract, you should always be seeking to improve upon it.

Show them what you know and who you are!

By Jim Connolly | November 23, 2010

Someone just emailed me, to ask what were the commercial benefits of writing a blog. He wanted to know why I spend so many working hours giving useful information away, for free.

I want to quickly share part of my answer with you, because it’s extremely valuable. It’s based on a blog post I wrote a few years ago. I recalled a reader asking a blogger if he was in as high demand before he started blogging, as he is today.

Here’s the gold dust!

In one sentence, the answer sums up one of the most valuable reasons for business blogging. It went something like this:

“No one gave a rats ass about me, until they could see what was inside my head.”

Share what’s in your head

Your business blog gives you the opportunity to demonstrate what you know, what you stand for and who you are. It’s a way for people to check you out and determine for themselves, if you “get it” or not.

If you really know your subject and have the desire to share what you know with prospective clients or customers, there is no better way to showcase your talent than blogging.

PS: If you’re still not convinced, here are 25 reasons to write a business blog.

See how easily you can get more inquiries from your website or blog

By Jim Connolly | November 22, 2010

Would you like to attract massively more, high quality inquiries from prospective clients?  If you would, here are 4 quick tips to get you on track!

1. Make sure your content is focused on your area of expertise

The more focused your content is, the easier you make it for people to position YOU in their mind, as the person they need to speak with or email, when it comes to whatever your area of expertise is.

Equally, the more focused your content is, the more likely you are to get targeted traffic from Google.  Google is always looking for the most relevant results.  A great way to show Google what your site is all about, is to provide lots of great focused content.  Speaking of Google…

2. Be as easy to find as possible

Learn the basics of good SEO (search engine optimisation.)  I recently wrote about Google’s free seo ebook, which covers a lot of the basics and tells you what Google is looking for, from your site. It’s well worth a read and it’s free, so check it out!

3. Be easy to contact

In order for you to be easy to contact, there are 2 things you need to consider.  The first and most obvious, is to give all your contact details on a dedicated contact page.  Equally important is the second element, which is for you to make it as comfortable as possible, for your readers to get in touch with you.  Let your readers know that you genuinely want to hear from them and that you welcome their emails or calls.

I always make it as clear as possible that I really love hearing from my readers and that they can ask me anything about my services, with zero obligation on their part.  Guess what?  I get emails every day from people all over the world.  These range from “thank you” emails, where my free advice has helped them, to inquiries regarding how we can work together on the development of their small business.

Be approachable, friendly and grateful!

4.  Give more than you think you should

Put your best foot forward on your site if you want to get more inquiries.  Many people offer just a diluted version of themselves online, because they fear that if they give too much away for free, they will get less paid work.

That is the 180 degree, polar opposite of the truth!

The kind of people who are only interested in your free stuff, were never going to become a client.  Equally, the people who are actually looking for professional help are MORE likely to hire you, if you show them you know your subject, by providing genuinely useful information to them via your site, up front.

I have given away thousands of marketing and business development ideas via this site, yet my clients still called me to work with them.  Why?  Because they knew that there’s a massive difference between what they can achieve from reading my blog, and the kind of results they can enjoy with me mentoring them.

Of course, by giving better quality information, you also encourage more people to link to you and share your work with their friends on social networks.  That helps you grow a bigger, targeted readership and generate even more targeted inquiries.

Finally, make sure you ASK people to get in touch with you.  A simple call to action is often a great reminder that you are open for business and keen to help.

I also practice what I preach: So, if you would like to discover how I can help you, as your marketing and business development mentor, get in touch with me here. I look forward to hearing from you.

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Hi! I'm Jim Connolly and I help small business owners to increase sales, boost their profits and build amazing businesses. Read more here.

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