Categories
content marketing strategy The Marketing Moxie Show

Episode 51 – Why You Need a Content Strategy

episode 51

This week we’re kicking off a new series all focused on copywriting on the show. Because, let’s face it, writing copy is unavoidable in your business! I’ve got an all-star line up of copy pros to share the inside scoop on everything from B2B to launch copy and more. Today we’re kicking off by talking about why you need a content strategy – the #1 thing you need before you write a single word!

Items Discussed in this Episode:

  • Whether you hire a copywriter or not, whether you’re a good writer or not, every one of us has to deal with writing in our business
  • I break down what content strategy is, and what it’s not
  • The questions you should ask yourself to drive your content strategy to be useful to your audience
  • The warning signs that say you need a content strategy
  • No matter what, your content has to serve a purpose
  • The 5 essential elements of a content strategy

The 5 Essential Elements of A Content Strategy:

  1. You need to understand your customer and your customer’s journey. You need to know more than the basics, you need to understand how they get from finding your business all the way to the purchase.
  2. Getting clear on your mission and values. Do you actually know what the master plan is for your business 5 or 10 years down the road?
  3. How do you communicate? What is your tone and manner? Don’t rip off someone else’s tone, be yourself. How do you want your customers to feel when they’re interacting with your brand? Also think about your writing style.
  4. Prioritization and presentation of information. People need to be told what to do when they get to your website. Too many options leads to the choice paradox. Get really clear on how you present information and get consistent with it.
  5. What is the workflow and the schedule? How do you create content, what are the steps involved, and who is involved in each step? Think about your content schedule so you can be consistent and make your audience comfortable.

get the transcript button new

subscribe now button new

Links for this Episode:

The Why Behind the Buy Episode with Brittany Becher

Link to Free Marketing Moxie Facebook Group

Categories
PR for small business

PR for Small Business: Three Secrets You Can Steal from Big Brands

blog 1.22

The whole idea of figuring out PR for small business probably seems crazy intimidating. This is something that comes up so many times within my community as people struggle to feel confident pitching the media or even with where to get started.

That feeling is normal. And I actually think makes you BETTER at doing PR in the first place. Let me explain.

Back when I was starting out doing media relations, while I knew the “rules” after studying PR, I was green. Greener than green. And scared as hell. Literally every time I had to email, or worse yet, call a reporter, I wanted to barf. This isn’t a good thing for a person who was hired to handle media relations on a full-time basis, because talking to the media was my job.

As I’d sit in my cube trying to psych myself up to actually make the call, I’d start to sweat and then I’d get a wretched feeling in my mouth that was all kinds of nasty. Eventually I’d have to play a game with myself. If I make the 5 calls, I can do or have X.

You may be wondering why I was such a basket case? Surely I had the skills and training for what I was doing…and believe me I did. The entire thing was a head trip because I watched my colleagues swagger up to the phone, bust through their list and just get it done.

Me. I would research, read and then assess the best approach. I’d figure out how to pitch the story the best possible way. All that over thinking it was paralyzing but once the call was made, it produced better results. I didn’t get hung up on or told to go eff myself, which was an all too common occurrence.

My nerves, lack of confidence and/or sheer ability to procrastinate via research to avoid speaking on the phone turned out to be a major asset. Instead of blowing the pitch, I was able to land the interview or coveted story in the magazine du jour. I was able to channel it all into results, which is what clients want from their firm handling media relations.

After that, I went on to work with bigger brands with bigger stories and way fewer opportunities to screw things up. Because when the media relations person for monolith computer giant drops the ball, the media remembers.

As a small business, you can learn a lot from watching how big brands roll, especially when it comes to PR and promotion:

#1. Tighten The Message

If you’ve ever pitched anything to anyone you understand the importance of not only nailing the message but having it so tight that there’s absolutely no fluff. When you’re working with the media, you literally have seconds to get your point across.  Whether you’re pitching an idea to your local radio station or gearing up for an appearance on Good Morning America, your message should be tightened over and over again.

It may seem so basic, but big brands spend literally years and millions of dollars on seemingly simple messages. As a small business, you want to give your message the same time and attention the big players do.

If you’re not sure if it’s tight or simple enough, use what I call the grandma test. If you run this by your 87 year old grandma will she get the concept? It’s a good way to refine what you’re saying and get rid of jargon. Clear will always trump clever when it comes to working with the media.

[Tweet “Use the Grandma test for your messages says @magspatterson”]

#2. Don’t Put All Your Eggs in One Basket

One of the most common mistakes that small businesses make is focusing on only one type of PR outreach. The days of PR being all about just one tactic are long gone and you have a wide variety to choose from including media relations, guest blogging, speaking and social media.

It’s too easy to become focused on only tactic because we feel comfortable, but the reality is that by using only one way of promoting our business we’re missing out on so many other opportunities. Big Brands often make this look seamless, but months are spent every single year coordinating all the ins and outs of the PR plan from what types of media to work with, to how much to speak to what platforms to use. While you don’t have the big budget they’re working with, you definitely can steal their multi-channel strategy.

Focus on ensuring your promotion plan has at least two types of promotion going on at all times. This will enable you to engage different audiences and build further reach. Be willing to experiment as you go and see what’s working and what doesn’t the same way a big company with a big budget does. Be ruthless so you can focus where you see the most return on investment of time and money.

#3. Bring In The Pros

Yes, I know, I happen to be a professional who deals in PR, but hear me out. There’s a reason that big brand hire big PR agencies to handle their accounts for them. These companies could easily hire the talent they need to handle PR for them in house but yet they typically don’t. After working with these big budgets, I often wondered why – but it comes down to this – because a PR team that’s not in-house isn’t drinking the Kool-aid.

When you’re paying a firm a large monthly retainer, it’s their job to help you reduce risk and not waste time and money. Most of all, they are in the business of telling you the truth and delivering results. Which is why, even if your small business is going to DIY your PR efforts, getting a plan or input from someone who will give it to you straight can save you time, energy and mega frustration.

And isn’t that all we really want? Not to feel like we’re going to puke and to just get on with the business of promoting our small business?

[Tweet “3 PR secrets you can steal from big brands for your small biz with @magspatterson”]

cellar club
Want more help with storytelling? And your content and promotion? Then my new offering The Cellar Club can help because we’ll get you feeling so much more confident about what to do, and when to do it.

It’s designed to fill the gap between total DIY and hiring out your marketing so you can stop being the queen of DIY, late nights and feeling like you spend all your time on marketing. It’s one part learning, one part implementation and lots of support.

Over three months we’ll cover storytelling, content strategy + content creation and then guest posting/securing interviews. You’ll go from where you are today to having a plan and actually implementing things without losing your mind.

Tomorrow is the absolute last day to sign up.

Learn more and sign up here.

Categories
Business Strategy for Entrepreneurs The Marketing Moxie Show

Lessons from 50 Episodes

episode 50

This week is a milestone episode so I’m sharing my lessons from 50 episodes! We’ve hit the mark of 50 shows, so I’m sharing my favorite moments, shows, and lessons with you.

Items Discussed in this Episode:

  • My top lessons I’ve learned about myself from podcasting:
    – Who knew I would have an inner block for explicit language?
    – How being a writer translated to podcasting
    – Things that surprised me about audio, and the unique relationships you develop with your listeners
  • My top lessons I’ve learned from guests on my show:
    – Natalie Eckdahl s lessons from 100 episodes
    – Val Geisler’s take on follow through with your customers
    – Makenna Johnstone and her solid advice for doing it your way and not following the ‘shoulds’
    – Zsofi Koller on everything you need to know about working with a web designer
    – Jessica Kupferman’s ridiculously fun interview about online dating and online business
  • My top lessons I’ve learned about podcasting:
    – I’ve joined the secret club and I love it because it’s all kinds of geeky
    – How surprisingly low-tech podcasting has turned out to be, and how I use my ‘secret weapons’
    – I love interviewing, and I love being interviewed
  • The absolute best thing about podcasting: the fans. You guys are awesome!
  • What’s coming up next on the show and the new series that will follow

[Tweet “The Marketing Moxie Podcast celebrates 50 episodes. Listen in on @magspatterson’s party. “]

get the transcript button new

subscribe now button new

Links for this Episode:

Nathalie Eckdahl’s Episode

Val Geisler’s Episode

Makenna Johnston’s Episode

Zsofi Koller’s Episode

Jessica Kupferman’s Episode

Link to Free Marketing Moxie Facebook Group

Categories
content marketing strategy

Content Strategy for the Web: 5 Essential Elements

content-strategy-for-the-web I’m headed to Florida in a couple weeks (goodbye and good riddance Winter) and while I’m excited, I’ve been thinking a lot about past trips. We’ve been to Florida quite a bit, it being a direct and relatively short flight for us, but this year I decided to do something differently.

For some reason, when we rent a car, I’m somehow the driver. But not this time. I’m making my husband drive.

Every single time in for the last five years it’s the same thing because my amazing husband is directionally impaired and a completely craptastic navigator.  So we end up lost. Naturally, this happens after we’ve been travelling for hours, we’re trying to find our hotel and we’ve turned off data on our phones so Siri is no help at all. Plus, for the win we’ve got a hungry, hostile and/or tired kid in the backseat.

Inevitably the bickering starts. And that is exactly when I think “OMG, I need a partner who knows where we are going” and I loathe beyond belief him in that moment.

You know how we could fix this problem? A map, or maybe having the person who can actually read it not being the driver. How hard is that? With a little planning, not that much really. But we’ve been to Orlando so much that we we’re a pair of navigational know-it alls and at 11 p.m. we’re accidentally heading down the Interstate towards Tampa.

Which is exactly how Content Strategy works, especially when it comes to Content Strategy for the web. We think we have it handled, until we really don’t and we find ourselves in the middle of unnecessary stress and drama. All of which we could seriously eliminate if we had it all mapped out in the first place.

What is Content Strategy?

Content Strategy is a really a framework for your content. It’s not an editorial calendar or a list of blog posts, it’s much, much deeper. What it really is at the core, is a way to guide your content development, and do it in a way that matches up with your big WHY and business goals. Content Strategy helps ensure your content is actually useful to your audience. In a world where content is king, you can’t afford to be flip flopping around or confusing your audience.

If a Content Strategy seems like overkill, I encourage you to see if you’re experiencing any of the warning signs that you may need a content strategy:

  • Every week you’re writing your blog post the night before and you keep jumping from topic to topic based on a whim.
  • You’re not really sure how your content supports the big picture let alone what your mission and values are.
  • The customer journey and experience is unclear and you’re not really sure how your content drives them to purchase.
  • You constantly feel like you’re trying on new voices, tones and styles in an effort to find one that fits well.

[Tweet “Do you need a content strategy? Recognize the signs from @magspatterson”]

Are you nodding along? Do you feel a little bit uncomfortable? Then you need a Content Strategy so you’ve got a game plan for content! Without it you’re selling your business short and wasting valuable time on things that probably don’t matter and you’ll end up like me ranting in a parking lot somewhere in the middle of central Florida as you try to figure out where the hell you’re going.

The 5 Essentials Elements of a Content Strategy

Let’s say you’re ready to dive in and you want to create this Content Strategy so you feel super clear on what content to create, what you’re going to say, how it connects with your goals and more. Here’s what you need to know – the 5 essential elements of a Content Strategy:

  • Your Customer’s Journey – Who they are, how you can serve them, their journey through your business and their path to purchase.  You need to know more than the fact their guilt pleasure is Gossip Girl on Netflix, and more about what triggers them to purchase, what they need from you and how they move across the know-like-trust continuum.
  • Your Mission, Vision + Values – For content to make sense it must tie back to your why along with what the purpose for this company of yours actually is, where do you want to go, and what are your business goals.
  • How You Communicate – What’s your tone/manner, how do you want people to feel, what kind of language and writing style do you use?
  • Prioritization + Presentation of Information – How do you share this information and in what structure? Do you blog or do video? How do you have visitors travel through your site?
  • Workflow + Schedule – How do you create content, what are the steps involved, who’s involved, what’s the schedule for publishing?

Some of this you may have done before and other parts you may need to dig into a bit to get figured out.  The time invested in a Content Strategy for the web will save you time and effort later.  So stop expecting your editorial calendar to do the heavy lifting and swap it out for a Content Strategy instead. You’ll thank yourself later as you’ll know where you’re going and not have untoward thoughts towards your partner on your next road trip.

[Tweet “Stop feeling like you’re on the road trip from hell. @magspatterson talks content strategy”]

cellar club
Nail your Content Strategy and get your storytelling and promotion handled in The Cellar Club.  Early bird pricing ends tomorrow January 16th at 11:59 p.m. EST. 

It’s designed to fill the gap between total DIY and hiring out your marketing so you can stop being the queen of DIY, late nights and feeling like you spend all your time on marketing. It’s one part learning, one part implementation and lots of support.

Over three months we’ll cover storytelling, content strategy + content creation and then guest posting/securing interviews. You’ll go from where you are today to having a plan and actually implementing things without losing your mind.

Learn more and sign up here.

Categories
customer experience The Marketing Moxie Show

Episode #49 – Creating a Sticky Brand with Jeremy Miller

episode 49Branding may be a big old buzz word and so many people aren’t sure what it really means. Jeremy Miller, author of Sticky Branding joins the show to talk about what exactly sticky branding is and how to make it work for our business so we can stand out.

Items Discussed in this Episode:

  • Jeremy defines what is a ‘sticky brand’ and lists some top brands that are considered ‘sticky brands’ and how they became that way
  • What is ‘tilting the odds’ and how can you apply it to your business?
  • Why being a ‘generalist’ can work against you
  • How Jeremy and his family re-branded their business to a specific niche to make it more successful
  • How to consistently show up in the discussion and being a part of the dialogue for your brand, but not become overwhelmed by trying to be everywhere at once
  • Why ‘busy work’ will be the death of your business
  • Jeremy’s favorite principle of his 12.5 and why it’s the foundation of building a brand

[Tweet “What you need to know about “trying to be everywhere” with @stickybranding “]

Top Takeaways for this Episode:

  1. Do you have a ‘sticky brand’? Look at your brand critically and ask yourself these questions:
    >>Would people refer me again and again?
    >>Am I the top choice?
    >>Am I remarkable?
  2. Learn how to ‘tilt the odds’. This means finding your competitive advantage. Avoid being a generalist. Find the niche or market that is your sweet spot where you can be the hands down leader.
  3. Work on having simple clarity. If you can’t explain in 10 words or less what you do and how you do it, there’s a big problem.This is one of the hardest things to do that I’m still working on too!

get the transcript button newsubscribe now button new

Links for this Episode:

Sticky Branding Book

Link to Free Marketing Moxie Facebook Group

Categories
business storytelling content marketing strategy

Three Strategies for Storytelling Online

blog 1.8

Last week I went to the Canadian War Museum with my son and husband, and being the storyteller that I am, I walked away humbled and with a lot to think about, especially when it comes to storytelling online.

Like so many of us, I’m fortunate that my connection to the concept of war is really only from studying history (yes, I’m a total history nerd) and with a grandfather who was in the Canadian Air Force in World War II. Over the holidays, I was given my grandfather’s dress uniform medals and that led to my son wanting to learn more.

Let me tell you, storytelling was the last thing on my mind on our family field trip, but from the second we walked into the museum I was rapt. The main area before you enter the exhibits sets it up as an experience where this is your story and this is your legacy. I literally had chills as I knew that I wasn’t just going to learn about history, but the stories and how it ties to my life today.

As a brand, when it comes to your storytelling, you should think of yourself as a curator, handpicking the best, most interesting and compelling stories for your audience.  Sure, you want to look at what you want them to learn, but also you want to consider things like what you want them to feel, how you can surprise and delight them and so much more. With that in mind, here’s three strategies from my museum visit for storytelling online:

Strategy #1: Context is EVERYTHING

When it comes to stories, context is king and queen, and possibly the earl and dutchess too. For your storytelling to be effective, especially online where it’s often done without the benefit of human interaction, you need to find ways to bring it to life.

If you were sitting with someone telling the story, they would get the benefit of so many things that aren’t happening with just the written word. They aren’t getting the benefit of your excited hand gestures, eye rolling for emphasis or the fact that you have a raging case of nerves featuring a leg that won’t stop bouncing.

So, how do you add context? I personally love a good backstory to frame things up or some real-time color commentary to amp up the interest level. Or maybe a customer quote or example. At the museum, throughout the exhibits, they included quotes from leading public figures and people who were there, on the ground as things were happening. Seeing the layout of a muddy WW I battle and some rifles is one thing, but reading a first hand account of how people were drowning in mud is what puts the heart and soul in the story making it impactful, and memorable.

Strategy #2: Be Unexpected

Stories are a pattern which we are trained to recognize from a very young age. When we hear a story we perk up and pay attention, because it’s so much more interesting than facts.

With stories, multiple parts of our brains are engaged, but over time as we hear the same types of stories over and over and over again (example: epic why I quit my job stories) we experience what I like to call “story immunity”. Think of this like when a book is really starting to piss you off with the flowery language and you start to skip ahead, or when you’re watching a mystery movie and you already figured out who did it. So you start to slowly disengage and suddenly the story simply isn’t as effective.

That’s why while stories are a pattern, sometimes you need to throw in a little curveball to surprise and delight people. To wake them back up and have them think, “whoa, didn’t see that coming”. Because as a lover of the mystery and crime genre, I can tell you this, there’s a reason we remember the things that totally throw us off. (Hello, did you read or see Gone Girl? Perfect example!)

[Tweet “Use the Gone Girl effect for better storytelling with @magspatterson”]

The goal with being unexpected shouldn’t be to create massive friction for your audience with everything you do but more to keep them engaged. Throughout the war museum, they had these little “did you know” signs that I absolutely adored. Each one included a fact that was definitely unexpected. Like I had no idea that Sir Ian Fleming did training with Canadian spies so he had material for his books.  See how that works? It’s interesting, memorable and definitely not typical.

Strategy #3: You Get to Choose

As you’re leaving the exhibit area they have a sign that says how we get to choose our future and how we proceed. Incredibly powerful, as I think so many times we all feel like we’re just a small part of the bigger puzzle.

As an entrepreneur, choice is what drives so many of us. Which is why so many times it boggles my mind that we choose to play it safe, to play small or to get stuck in a major case of the shoulds. When it comes to the stories you share in your business it is your choice – there’s no hard and fast rules about what you should be doing.

In the past I was told I should share more personal stuff on social media. And you know what? I considered it for a minute and then decided I was good with what I was doing because sharing more stories in that way is just not me. But it may be you, and that’s totally fine – the point is we all have a choice of how much, when and what we share with our storytelling online.

You choose this adventure, including your stories, so use your power for good to help you build your legacy the way you want. No consultant, coach or guru expert type should override what you know in your gut to be true. Sure, they can guide you and give you the tools, but if you’re talking about your messy divorce when that gives you the willies because you’re being told to be more human online, stop. (As I’ve said before, you don’t need to be more human, you already are human.)

[Tweet “What the Canadian War Museum taught me about storytelling by @magspatterson”]

cellar club
Want more help with storytelling? And your content and promotion? Then my new offering The Cellar Club can help.

It’s designed to fill the gap between total DIY and hiring out your marketing so you can stop being the queen of DIY, late nights and feeling like you spend all your time on marketing. It’s one part learning, one part implementation and lots of support.

Over three months we’ll cover storytelling, content strategy + content creation and then guest posting/securing interviews. You’ll go from where you are today to having a plan and actually implementing things without losing your mind.

Learn more and sign up here.

Categories
marketing strategy The Marketing Moxie Show

Episode #48 – Mix Up Your Marketing for 2015

episode 48 graphic

Are you stuck in a rut when it comes to your marketing or does it feel like what you’re doing doesn’t connect?  It’s time to mix up your marketing!

When we’re always ordering the same thing off the “menu” week in, week out, we’re missing prime opportunities to reach new people and holding ourselves back from growth.  Which is why I’ve created the #moxiechallenge for you – which I’ll run periodically in 2015 to help push you out of the comfort zone. And don’t worry, I’ll be playing right along with you.

Items Discussed in this Episode:

  • Why do we keep doing the same things if they don’t connect with our audience or work very well when it comes to marketing?
  • Why I want to stop playing it safe, and what this has to do with turkey sandwiches
  • Why trying new things and experimenting is necessary in 2015
  • My ‘sandbox’ concept for my business this year
  • My 5 ideas for my #moxiechallenge to you

[Tweet “Are you stuck with the same old marketing? Take the #moxiechallenge with @magspatterson.”]

Top 5 Ideas for your #moxiechallenge:

  1. LinkedIn Publishing: Why not use the community you’ve already built on LinkedIn to share your content? (Resource blog post on LinkedIn publishing)
  2. About Page: It shouldn’t be about you, it should be about your audience. About pages need TLC, they are probably one of the most visited pages on your site. (About page resource.)
  3. Storytelling: Write 3 stories connected to your business. Storytelling is what humanizes us and makes us memorable. (Resource: Blog post on storytelling)
  4. Guest Posting: Give guest posting a try. It may not generate mega traffic to your site, but putting yourself out there creates credibility for you. (Resource: Pitching Quick Start Guide)
  5. Interview One of Your Clients: Talk to them about the work you did together and how it impacted their business. (Resource: Voice of Customer Blog Post)

So, what’s it going to be? How will you get your #moxie on for the #moxiechallenge? Share with me on Twitter (@magspatterson) or in the The Playground group on Facebook.

get the transcript button new

subscribe now button new

Links for this Episode:

The Cellar Club

Free Pitching Quick Start Guide

Slideshare

Link to Free Marketing Moxie Facebook Group

Categories
Business Strategy for Entrepreneurs content marketing strategy

2014’s Greatest Hits

blog 12.30

Whoa, 2014 is ready to leave us already? I feel like things are just getting started!

 

It’s a natural time of year to reflect and reset, which is why I’ve probably been over thinking this post for days…if not weeks. Should I blog about what I learned? A recap? A report. Honestly, I don’t think any of those things would do this year justice as I grew, stretched and reached in so many ways.

Not to mention, right now I feel like an entire post about me, me, me would be super self-indulgent. (Um…not to mention, I’m feeling kind of lazy as I want to read a delicious novel and snarf down some sugar cookies.) As much as I love those types of posts from other people, I think I’ve done quite a enough of that in the last few months….so instead, I bring you, my Greatest Hits from 2014.

Here’s some of my best “pulling back the curtain” posts:

Behind the Scenes of My Big Ass Branding Project

Three Lessons from My Brand Identity Crisis

Don’t Flush Your Brand’s Reputation

Are you Suffering from DIYits in Your Business?

Summer Lovin’: Giving Lifestyle Entrepreneurs the Middle Finger

Looking ahead to 2015, I’m working on new things and getting ready to let some things go, which is freaking me out more than I’ll ever fully admit.  Which is why my focus word for 2015 is FEARLESS. I talk about having moxie, being bold, acting with chutzpah every single day and I need to live that truth even more, especially away from my business.  Here’s to trying new things and making 2015 whatever you want it to be.

But enough about me…what’s your focus for 2015? I’d love to hear from you AND I’d love to know where you need help with storytelling, content and promotion as part of that master plan.

 

Categories
email marketing The Marketing Moxie Show

Episode #47 – Why Your Email List Matters with Lara Wellman

episode 47 graphic

As you plan for 2015, where’s your email marketing on your list? Guest Lara Wellman talks about email marketing and list building, with a focus on some super practical ideas to make the most of email in your business.

Items Discussed in this Episode:

  • Why small businesses need to care about email marketing, even though it sounds so ‘old school’ to us.
  • Lara explains why building a list of people that are your audience is crucial.
  • How important is list size?
  • Lara shares her expertise on adjusting your expectations of your email list and marketing conversions.
  • Lara and Maggie share how it’s been important to them to keep people on their list to build their reputation over time.
  • What can you do to freshen up your email opt-in.
  • What one thing Lara suggests you change or work on for 2015 with your email marketing.

Top Takeaways for this Episode:

  1. You don’t own social. If you’re only focusing on social media and not building your email list, you will pay for it later!
  2. Don’t be obsessed with your numbers. The size of your list doesn’t matter as much as the engagement of your list. Learn to understand open rates and conversions, and learn what to realistically expect.
  3. Create a small and bite-sized opt in. The simpler it is, the more consumable it is for people. What does your audience really need to know to create action?

Links for this Episode:

Lara’s Daily Checklist to stay on top of your online marketing

WellmanWilson

Link to Free Marketing Moxie Facebook Group

get the transcript button new

subscribe now button new

Categories
sales systems

Three Sales Systems to Nail for 2015

blog 12.11

This post is part of the 12 Days of Systems Challenge brought to you by Val Geisler of aspire&grow. If you want to get a handle on your systems and processes in 2015, get signed up for Systems Finishing School today. If you’re just getting started, be sure to check out Megan’s post yesterday and Kate’s post tomorrow.

When Val invited me to be a part of the 12 Days of Systems challenge I immediately said yes, as systems are a core part of my success. 2014 has been a year of growth and change, and probably the biggest contributor to that has been what I call “selling” systems.

We all spend a lot of time on our marketing and promotion hoping to close the sale. But it’s way too easy to get caught up in blogging, posting and tweeting and skip over the core systems that take people out of your community and turn them into paying clients.

Let’s face it. Selling can be scary. We’ve all got hangups and stories when it comes to selling from being pushy to just not being “good” at it. When you take the time to map out solid systems for selling your products or services, you can strip away all the negative self-talk and just focus on getting it done.

Here’s three “selling” systems  that if you can master them, you will close more sales in the coming year.

#1. Free Consult

We all talk about boundaries, but too many boundaries and suddenly you’re MIA from your business. It’s not unreasonable at all for people to want to have a quick chat with you before they hand over their hard earned dollar, especially if you’re providing a service.

On the flip side you may spend a lot of free time on consults that go nowhere and you feel like you’re wasting your time.

So, how do you make the most of a free consult?

Above all else, you need to make sure that you’ve got a clear goal in mind for your free consults. Before you hop on Skype, you want to have a plan in mind for how they go from the free consult into working with you.

One of the biggest mistakes business owners make is just getting on the phone with anyone and everyone. (Yay! Someone is interested! Maybe they will buy something!) It’s lovely for people to get to know you, but you can’t be surprised that people aren’t turning into paid clients from consults if you have a standing offer to let them pick your brain.

A free consult should not be about maybes. If you’re investing time, you want to make sure that there’s a reasonable chance of them actually working with you.  If you’re going to offer “pick my brain” type sessions do them at specific times of month or during the year so it’s clear that they can’t expect to get on the phone with you any old time to solicit ideas or feedback.

Systems Talk:

  • Communicate clearly what the purpose of free consults are. Are they to find out more about working with you? To ask a question?
  • Create specific blocks of time on your calendar for free consults.  Use a tool like ScheduleOnce to automate the process.
  • Be specific before the call on what they can expect. Setting expectations about what you’ll talk about and for how long can help you make the most of your time.

#2. Clear Path to Purchase on Your Website

You can promote, promote and promote some more, but if people can’t easily buy from you, promotion is pointless.  Harsh. But true.

There’s many points of failure in the sales process on a website which we tend to overlook as we’re too close to our own stuff. Which is where systems come in. While I could write an entire 52-week blog series on this topic, let’s hit a few of the highlights.
Make buying from you easy. And by easy I mean dead simple. A few common barriers that come up are:

  • Too many clicks to find the information.
  • Confusing or unclear pricing.
  • No way to easily purchase. If you’re doing business online,  you better offer PayPal as an option.

If people are considering purchasing from you, you want to map out exactly what they can expect from you once they hit buy. If they’re booking a coaching package – answer the question “what happens next?” before they start to wonder. Your client intake system is key as it’s a big part of the customer experience, so if people know what happens, the timeline and more, they will feel more confident doing business with you.

Systems Talk:

  • What system do you use for payment/checkout? Do you offer PayPal and an easy way to pay immediately?
  • Do you have easy to find and understand sales pages? (Yes, sales pages are a system – they funnel people into your offering.)
  • What system do you have in place after they hit buy? What happens next? Do they book a session? Get intake paperwork? If you can automate this, all the better.

#3. Perfect Pricing & Proposals

Depending on your type of business, you may be in a situation where you need to develop pricing and proposals for projects or ongoing work. At the point you have someone interested enough that you’ve had a consult and you’re preparing a proposal, you want to nail this. You’re 80% of the way there, so it’s up to you to close the deal.

While your pricing and proposals should be customized to the specific client and their needs, there’s a number of ways to systematize your process so you aren’t reinventing the wheel each time.

Every proposal I create has common elements such as “what to expect” and “budgets” sections, so I have those templated. If you want to streamline that process even further, consider using a tool like BidSketch or QuoteRoller.

Work with your designer (or design your own) so you have a standard, professional template for your proposals.  How you present this information is important and you need it to be a little more than an unformatted Google Doc.

And finally, give some thought to your system around delivering proposals. Creating a workflow that goes from the consult to signing on the dotted line will help you nail it every single time. A few items to cover off:

  • How fast will you deliver a proposal following a call? You should deliver quickly and communicate that timeframe to your prospect.
  • What happens after the proposal is sent? If they accept, what happens next? In my case, they get a contract and an invoice for a deposit.
  • How do you onboard them? Do they schedule their first call? Get an intake form?

Systems Talk:

  • Create a system around your proposal process. Map out all the steps from consult to successfully onboarding a new client.
  • What common elements can you standardize for proposals?
  • What’s your timeline for delivery, acceptance and more of proposals?

What sales systems do you need to master for 2015? Taking a bit of time away from your marketing to focus on having the systems to back up it, will be time well spent.