Bring in More $$ by Marketing to Fewer People

Yes, you read the title correct.  You can actually make MORE money by marketing to fewer people.  This is the premise behind narrowing your focus or niching.

Humans want specific solutions.  To help a headache they want headache medicine and not general pain medicine.Pain Medicine

Think about pain medication. Huge market. If you have a headache, are you going to buy the general pain medicine or the pain medicine specifically for headaches?  The outside package for both OTCs is different, one niches and the other is a generalist trying to cover a broad market, and the actual products are identical.

Research shows marketing as a headache medicine produces tons more sales.

Humans like to be specific. We like to buy things that address our specific needs, not general “fix everything” type of approaches.

Just like fitness and exercise can be narrowed to fitness and exercise for women. You can narrow this further to fitness and exercise for women over the age of forty, and now you have a product that is “Fit Over Forty“.  You will have more sales, thus more profit with this narrow focus than just marketing as a fitness and exercise expert.

Niche Work

There are several ways to define a niche. But your first step needs to come from within. Who do you want to spend your time working with? What kinds of people do you enjoy helping? What kinds of people do you care deeply about and want to help grow and prosper?

Remember, you’ll be building your business around your niche, so you don’t want to build it around a niche you don’t like. These next four questions to ask are key for assuring your niche is profitable – you can make a living.

1. Does your niche group have a strong emotionally compelling problem or issue that you can help with?
2. Is your niche group looking for a solution to their problem – seeking help?  It is much tougher to market a service or product for a problem the target market does not even know they need.
3. Will the help you provide either make your niche group feel much better or solve a big problem for them?  I like to say you want your help to give them better sleep at night.
4. Lastly, is the niche group willing to pay for the benefits they will receive because they see the value to their life, business and/or happiness? What you are digging at here is whether the niche group ranks the solution to their problem high enough to pay for help.

These questions are aiming to prevent you from setting up your business around a need a market is not seeking a solution for nor is willing to pay for  These are tough challenges to overcome even with an outstanding brand and clever marketing campaign.

What this means is it is going to be super challenging to find a product or service to offer for the niche group women 30 – 40 years old that are successful, happy, have little stress and are practicing preventative care that they will pay for.

First, she doesn’t have an  emotionally compelling problem. She feels good now. Second, there is no big difficulty to solve in order for her to feel the immediate benefits, even if she might feel a sense of peace knowing she was preventing problems.

Lastly, she might pay for this kind of preventative help as long as she had the extra money because she knows it is a good idea. However, it will likely be a lower priority which will take more effort on your part to prompt her to action.

Tweak to a Profitable Niche

With a little tweaking you could niche successfully to 30-40 year old women who get chronic debilitating headaches. The headaches zap her energy, wear her out, she is unable to be in a good mood around her children, she feels grumpy and isn’t enjoying life. She now has an emotionally compelling problem you can help with.

Increase your sales and profit by narrowing your focus

She wants to feel good, have the pain go away and have more energy and focus for her kids.

She is definitely willing to pay for this because she wants relief and feels desperate. Your help will change her life for the better.

Now you have a niche that allows you to work with your ideal client and make a living from helping them.

 

 

How a Niche Expands Your Reach

The hardest part of niching for business owners to understand is that by narrowing and solving your problem for your target market – over the top happy clients, you will begin to expand your reach outside of your narrow niche without having to market that broad.

So lets say you have seen 10 ideal clients and resolved their headaches and brought peace back into their life through a meditation focus.  Now, your estatic clients will bring in their husband or their kids or their mom or friend because she knows you, likes you and feels a connection with you.  Her enthusiastic recommendation for you attracts others to go to you for their problems, even non-headache problems.

Now your niche business is growing, even outside your niche. The key is to stay focused on your niche as the ‘headache healer.’  This narrow niching brings in more business in the long term.  With this niche you solve an emotionally compelling problem for a narrow group of people that are willing to pay to gain the positive result you will bring.

Your approach (meditation focus in this example) while solving the problem and your achievement of the desired result can broaden your reach beyond your niche without having to market more.

Entrepreneurs that go too broad (are generalists) struggle with their marketing as they feel they need to include 5 or more different problems they solve in each of their marketing pieces.  The trouble with this is none of their marketing pieces compel their ideal target market to act, to buy – in branding we say this is a weak marketing piece.

To build a successful business, you must find a way to compel people to buy.   Lack of a narrow focus is a top reason businesses struggle to inspire their market to act, to buy.

Being Proper is Out – Being Yourself is In!

I grew up in a generation that placed a lot of value in doing things ‘correctly.’  This has made adding in my personality into everything I do awkward the first couple of times.

Are You Being Proper?

Let me give you two examples.  How many voicemail messages start: “You have reached Jane Doe and I have stepped away from the office or on the phone with someone … at the sound of the beep leave your…”

What about a website about page that goes something like: “Jane is an award winning speaker, writer, consultant…  She writes for … and consults with clients like … She graduated from … with two degrees in …  and is a member of the associations …”

Being Proper Does Not Get You Standing Out

But if you are committed to being authentic and getting seen by those who need your help, you must drop the urge to follow the template of being proper and instead, get used to interjecting your uniqueness.

Personality in Your Offerings

I ask my clients, think about what if your competition copied you – they offered all the same services as you, and offered it at the same price as you and graduated from top universities and programs?  Why would people go with you?  How will you attract ideal clients? The reason people are drawn to you is because of YOU, your personality, your brand, your unique approach, your passions.

Think about the elements that are unique to who you are – experiences, skills, maybe you are passionate about music that your audience can relate to.  Or maybe you lighten conversations with humor, have a unique area of interest, or relate your work to your traveling experiences throughout the world.

Online Businesses that Stand Out Because of Brand

Some fun examples of authentic online businesses with lots of uniqueness in their brand, their personality, and passion about what they do are:

 

Mari Smith - upbeat, gracious and friendly Top Social Media GuruMari Smith –  she is an upbeat, smiling social media expert with a soft Canadian/Scottish accent that understands the small business entrepreneur and is passionate about seeing them succeed.  She gives generously of herself and advice often answering posts herself even though she has a team of assistants. There are thousands, probably millions of social media deemed experts but she is in the top 10 lists consistently in the past two years because of her brand, her personality, her generous ability to draw people to her with her upstanding values and compassion for the little guy.

 

Marie Forleo Hip Hop Dancer Now Small Business Guru
Marie Forleo – is an witty dancing machine that inspires women entrepreneurs to go for their big dreams.  She incorporates her background as a hip hop dancer and choreographer for MTV into her videos.  There are other great programs out there but women (and some men) are drawn to her program for its fun dance element, inspirational “I can” attitude, and her sassy voice both on and off screen.

 

 

Danny Iny - down to earth guy that breaks up complex marketing into bite size steps
Danny Iny – is a down to earth, common guy that shares his life openly in his posts and resources on successful online marketing for the beginner.  His draw is in his non-slick, step-by-step approach where you really feel like he is rooting for and believes in you.

 

Who Are You?

Take a moment to ask yourself if you have held back in any way because it has been engrained in you to do things the ‘proper’ way.  If your answer is ‘yes’, time to step out and let the world get to know the brilliant you.

What about you can breathe life and sparkle into your website about page, blog posts, marketing pieces, voicemail and more?  Is it some fun personality quirk like a witty humor, southern belle charm, or zippy one-liners that catch people off guard?

It could be a passion for your dogs, eating chocolate (that’s me), or obsession with magic.  Find at least one and maybe two or three unique characteristics of you that are personal but not private that you are willing to share with the world so they get to know you which leads to liking you.  It can be as simple as taking the high-road consistently, a serious Scrabble player, compassion for children everywhere,  or celebration of being a present day geek.

Goal All Along

The aim here is to be genuine in attracting people to you so they follow you.  Over time they will get to know, like and trust you.  Once someone knows-likes-trusts you, then they are ready to buy from you.

This is part of the process of building a community, attracting people that believe in what you do, building a lasting relationship with people that are in harmony with you.

This coming week as you go throughout all your daily activities – let your personality shine through loud and clear to attract more clients.

 

Stand Out! Brand Actions in Social Media So You Are the Only Choice

How do you get noticed?  You are outstanding at what you do.  You know what you offer is way better than the competition.  But how do you get heard above the noise?

Stand out from the herd like this pink zebra doesI’d like to share with you a worksheet I use with my clients on actions to take in 3 of the major social media platforms for standing out, purposely branding themselves so they become the only choice in their area of specialty.

Daily, Monthly Social Media Actions to Stand Out

These are meant as guidelines, starting places.  Like everything I do, I tell clients they can ignore or delete anything they don’t want to do or doesn’t feel like it fits them.

WIIFM

These actions will over time accomplish the following for you and your business:

  • become irresistible to your target market by uncovering your distinct personality
  • attract your ideal customers so they keep coming back for more
  • differentiate your brand so your customers choose you over everybody else

I love this photo of a zebra herd.  The idea is if you look closely each zebra is different – unique set of stripes.  Your ideal target market does not have time though to look this closely at all their options when looking for someone to help them.  This is why even though you are already unique, you need to take actions to stand out like the pink zebra to your ideal target market.

 

Make These Actions Your Own

I get that the entire social media landscape can be overwhelming and it is easiest to be told what to do rather than educating yourself on everything.  Please take time to edit this list to make it your own.  Add in other actions, take off some you don’t think will help you reach your goals, and change any actions so they are doable for you.

Often with clients I will create a weekly and monthly schedule with them so they build up the habit of doing these actions regularly.  Once actions become habit, they don’t feel as overwhelming.

 

Favor

Lastly, I have a favor, email me any actions you want to understand better or maybe a short tutorial on how best to do to teresa@teresapangan.com.  This is an overview sheet and does not include specific how to steps.  I want to know where you want more help.  I would love to hear feedback on if you found this helpful and anything I can do to improve on it. Email me at teresa@teresapangan.com.  Here is the worksheet again Daily, Monthly Social Media Actions to Stand Out.

 

Best Online Weapon Exposed!

I love spy shows.  James Bond movies are thoroughly entertaining with all their gadgets and adrenaline pumping scenes.

The goal of James Bond movies is to catch the bad guys while using an array of fun and surprising gadgets with the occasional display of gun powder.

James Bond is British Intelligence's secret weapon, email is online secret weaponIf we are talking about a business that is online, the goal is to create relationships.  You may be saying, no, the goal is to sell a product or service.  Agreed, but better than this is cultivating a relationship.

Building Know-Like-Trust

Before successful selling of a product or service can occur you have to build  know-like-trust.  And then after selling, you still want know-like-trust.  Most online gurus will tell you that the truly successful businesses do not aim for one sale but for multiple sales from a customer.  Some times this is referred to as a lifetime customer.

How can you build know-like-trust before and after the sale online?  Sounds like it involves a lot of time and money.  Yes, there is time involved but not as much as you may be envisioning and money, none beyond the website.

Secret Weapon

The secret weapon for British Intelligence is James Bond in the Bond movies.  He captures the bad guy every time in the so far 23 movies.

The best way to capture know-like-trust of your online audience is through email.  You may be thinking, it can’t be that simple.  Pretty much yes.

The big picture is you attract people to sign-up for your email list by thinking like them and offering something that can’t refuse – a report or video  or recorded webinar that shows them how to get results on a problem they have been struggling with.  You send them an email with a link to your offering but this is only the beginning.  You immediately start to send them an email with no promotion, but reaching out to them on a personal level, offering to help.  Then a couple days later you share a bit about yourself that shows your humanness – some call if vulnerability.  Nothing long or detailed but has your voice, your brand in it.  Along the way you also share some other valuable tips and resources that help them more with their struggles.

After two weeks of this process of personal, short and branded emails you then introduce your offer for your product or service if they want to solve more of their stuggles.  For the prior two weeks you have built up know-like-trust so you can guess their answer – in most cases yes.  The conversion rate into a sale with this process is 60% and more.  The term for this online relationship building process is email relationship marketing.

Business Model

There is no mind game involved, it is old fashioned helping, helping, helping and then asking for a favor in the form of a sale.  Sound familiar?  Yes, this is also called the NPR (National Public Radio) model where they offer free, high qualify radio programming and then a couple times a year run pledge drives to cover the costs of the broadcasts.  Die-hard listeners are happy at this point to contribute monetarily as they received a huge amount of benefit from the free programming.

Remember, before and after the sale.  So after the sale you continue to connect with them with personal, branded and valuable emails.  The focus on relationships building and strengthening in this model is critical.  Does this work?  Is it worth the time?  Here are some businesses that are extremely successful with this model: Copyblogger, Guest Blogging with Jon Morrow, Johnny B. Truant, Mari Smith, Firepole Marketing

Here is a really tough question for you? Which of the Bond movies was your favorite? Mine – For Your Eyes Only with Roger Moore as James Bond.

Would you rather ask someone for a date cold turkey or based on a friend’s referral?

I am going to revert back to dating days for a moment, kind of scary.  Were you ever with a bunch of your friends and a brave soul, a Work on what is right in front of you - your fans and customers/clientsstranger,  walked up and asked you or your friend out?  What normally happened?  What if they said they “were awesome” and you should give them a chance?  Very bold!  Most likely they would get a cold or hot drink in their lap.

Now, what if your friend tells you the guy is a great guy and you both would be a great couple?  What then?  Would you get the nerves up and ask him out?

I am not sure I would have been brave enough to ask him out right then, but I would be open to him approaching me and maybe later I would get the courage up to ask him out.

Seeing Past What Is Right In Front of You

My point is in your business you may be seeing right past what is in front of you – what you already have.  Do you have at least 5 Facebook likes on your page?  Have you sent them a personal thank you?  For your email list, it doesn’t matter how many you have, instead, honor the followers you do have.  Are you sending them valuable resources regularly?  Getting feedback on what their struggles are? Nurture what you have, the number you have is not important. This attention to the relationship is what converts them into future customers.

It is easy to get carried away with all the hype in the online media and focus on getting more and more traffic, higher numbers.  However, don’t forget about your existing customers/clients and fans.  When is the last time you checked in with past customers?  Call 3 today and ask how they are doing.  Just check-in, no selling.

Follow-Up

Follow-up on leads that you have, even if they aren’t yet customers, follow-up is critical.  For many successful businesses their number one tactic for gaining new customers is follow-up.  Follow-up for warm leads, past clients and referrals.  Keep a list of them in an easy to refer to format and track your check-ins.

Remember the example at the start with the guy asking someone out for a date cold turkey or after a friend recommends them – if someone refers you your chances of getting ‘in’ go way up.  Don’t waste this no-cost tactic that works.

Recognize what you are sitting on right now.  Start-ups fail because they forget about their customers and are focused heavily on growth. Wow those that already know you some.  They easily will be your next customer, repeat customer or refer others to you.

Who can you WOW today?

Bring Your Helpful Nature Out to Gain Clients

I have no doubt you are in your chosen professional area because you want to help others.

Before prospects will call you up to book an appointment or add to cart one of your products, they need to trust and like you. One of the easiest ways to gain this trust is share one or more valuable resources. The key here is to focus valuable around your target audience.

 

Pink Spoon

The resource is sometimes called a pink spoon – named after the pink spoon Baskin Robbins uses to give out tasters with. Once someone gets a taste, exactly, they want more!! You get the idea.

Mother Helping Daughter so she can be Successful at BakingRight now I am narrowing down many resources I want to create for you shortly. I have to be careful to not just offer something I am excited about, but instead, offer something that I have passion for AND will help you in some way. I have to get into your shoes and ask myself what are you struggling with? Is there anything I can do to help you sleep more soundly at night?

Go through these same steps for your audience, your ideal client. Get inside their lives and find out their struggles. What can you offer that can even a little bit resolve a major struggle they are having?  How can you HELP your clients be SUCCESSFUL?

 

Value to Customer is Key

Another critical element is whatever you give away needs to go beyond offering tips or be interesting, it needs to help.

It isn’t a replacement for you, but it gives your audience a glimpse of how you work, thus they begin to like, respect and trust you. Often, people will understand more clearly how you can fully help them and pick up the phone. Some may not immediately pick up the phone after reading/viewing your resource, but they will store you in a good place in their mind and when they need help in your area of expertise, they will remember — they will ask for your help.

 

Your Turn

Now, take some time to think about the most pressing problem(s) your ideal clients are faced with. Get into their shoes. Write some notes about what steps they need to take to solve these problems. Set a date for coming up with a ebook, screencast showing them steps for something, webinar, podcast… to share with your audience to gain trust, to gain clients.

When you’re in it to help people and are constantly providing value that speaks to your target market, it won’t be long before you have a waiting list of ideal clients.

CONFIDENTIAL: Secret Equation for a Powerful Personal Brand

POWERFUL PERSONAL BRAND

Do you know what it takes to pull together a unstoppable personal brand?  Do you have all the pieces?  The personal brand top secret formula has 6 raw materials that wehn combined together are so powerful you will need to get an answering service for all the calls that will come in after you mix them together.

What are you missing? Even one missing piece weakens the formula.  The good news is nothing costs a lot of money, what they do require are focus and consistency.

Confidential equation for powerful personal brandSecret Equation

Visibility + Uniqueness + Trust + Marketplace Value + Emotional Connection + Like =

Leave a Crater Behind Kind of Super Powered Personal Brand

 

Six Raw Materials

1.  Visibility – this is your network of prospective customers and influencers.  They must know you exist and know what your personal brand brilliance is.  See post on brilliance statement for more on that.

2. Strengths/Uniqueness  – What are you the “go-to” person for?  What do you do way better than anyone else?  It is so natural for you, you may not even realize you possess these super powers.  You must identify at least one thing and no more than three.   I guarantee you possess one or more inner powers but they may go unnoticed to your untrained eye.  Ask your friends and family for ideas, often you have blinders to your strengths because they come so easy to you. There are assessments too to help with this (I use Reach360 assessment).

 3. Trust  – this is also called credibility.  You must include in personal brand communication that conveys yourself being  authentic, genuine and believable.  This can be done through showcasing results, impacts you have achieved, case studies, pink spoons (small tasters of your work), portfolio and praises from past clients.  Also, depending on your specialization a description and visuals of your credentials and awards help with trust. Credentials alone is not enough to build strong trust with prospective customers, but combined with any of the other suggestions becomes much a powerful trust ingredient.

4.  Marketplace Value – Your brilliance must be focused on an area that your target market values.  The biggest blunder people make is to focus in an area the market needs but the market does not perceive they need.  Don’t try this.  Your uniqueness must tie to a bleeding need your market has or bringing a joy into their life they value very highly. You can offer extra benefits that go beyond what your market expects, but your primary focus on your service must be on something your market can relate to immediately and will be immediately interested in.

 5.  Emotionally Connected – Do people in your network feel connected to you or your service?  You must interact either in person or online in a relevant and conversational manner.

 6.  Like – People in your network must “like” you.  We are not talking about liking you like a best friend. What I mean here is people in your network ‘lik’ you enough to accept an offer to go out for lunch.  It means you are approachable.  This is why pictures on my website were taken in jeans and not dressy clothes.  I wanted to come across approachable.  There is a time and place for the power suit photos, but in today’s world on connecting with your audience and building community, being both approachable combined with credibility is key and not solely one is better.

Where Do You Focus?

Start working on the area that is easiest for you to strengthen.  Then knock down the next easiest and so on.  By the time you get to the one you are lacking the most in, it will be much easier to take on and who knows, it may even be easy at that point.

Share what raw ingredient  you are going to start working on?

Expensive Lesson on Brand My Real Estate Agent Taught Me

I have been trying to sell my house for the last 8 months now – without success, until recently.  For the first six months I  went the route of sale by owner.  We fixed everything, the house was immaculate, no spots on carpet, walls patched up and even did a little staging in all the rooms.  You guessed it, no sale.

Branding science behind selling a homeWe took it off the market over the holidays and re-evaluated the best next move.  We were already moved into our ‘new’ home so carrying two mortgages was not easy on our bank balance.

As the holidays were coming to a close we had to make a decision, put the house back on the market selling it ourselves and wonder how many more months we could manage the payments, or look for a realtor that would sell our house quickly.  I started to ask around for referrals from people who had sold or bought in the last year.  Thankfully I got an intriguing recommendation from my hairdresser, she had sold her house in less than 30 days.

Wow, after meeting realtor Mary Lou I knew she was the one.  She had  averaged selling all her homes in the last year in 30 days or less at 96% of the listing price, and was sensitive to our situation. She introduced me to house whisperer Denise Smith who knew just what my house was lacking and what needed to be done to turn it into “the” house in our neighborhood, to have.

What my real estate agent and stager did were to create an experience so that when people came in the door until they left (really once they drove up) they felt like it could be theirs.  We also put in some improvements that made a difference in the first impression of the house (changed our mirrors for framed mirrors, painted our hospital white walls bagel brown, installed standout fans and added a splash of color to our landscape). The house was upgraded and setup with rented furniture so people would feel happy and could visualize themselves in the house.

I spent time with Denise one night (she works into the wee hours of the night) and she showed  me how she setup rooms to open up many options for entertaining and seating.  She wanted people to walk in and start planning how they would use the room thinking through all kinds of options.

What I did wrong in the beginning was focus on pricing the house competitively and thought a a potential buyer would see all the options themselves.  I thought they would see how it was a great house without giving them a push.  I also was competing on price alone.  There was no brand experience for potential buyers. What I forgot was people first fall in love with a house – then they find benefits to support their decision made by their heart and not their mind.  People first act on emotion, then justify their decision by finding rational features.

I have to laugh thinking it took me 8 months to learn this lesson.  Be sure you catch on to this principle of people’s buying behavior.  Even with a high priced item like a house, people are driven by emotion.   My house should be sold in two weeks or less now.  My real estate agent gets results, so I know good news is coming soon.

 

Where does the internet fit in as a communication strategy?

This is a common question from my clients.

The short answer is the internet can be used in several different communication strategies. It fits into more than one strategy.  Instead, ask yourself if the internet activity is direct follow-up?  Networking?  Or publicity?

The long answer is there arePersonal Brand Communications Strategies 6 branding communication strategies:

1-Direct Contact and Follow-Up

2-Networking and Referral Building

3-Public Speaking and Presenting

4-Writing and Publicity

5-Promotional Events

6-Advertising

 

 

Prioritizing by Strategy

Branding communication strategies help in prioritizing your time and money and are meant to help people get to know-like-trust you.  They are the highest level organizing principle for branding communication.

The numbers above reflect an effectiveness scale for yielding customers.  Strategies 1 – 3 are much more effective in creating a personal relationship than strategies 4 – 6.  This accentuates the relationship between know-like-trust and building customers.

Internet – Where does it go?

The internet is complex and depending on the activity and focus it can fall under different communication strategies. For example, websites fall under several communication strategies.  A two-minutes YouTube video teaching a valuable concept posted on a website falls under 3-public speaking and presenting.  Whereas a static website that is description focused falls under 6-advertising as a communications strategy.  But if instead, you have a purposeful know-like-trust built website that reveals intentional parts of your personal brand for visitors to get to know you all throughout the website revealing unique traits of you, the communication strategy would rise to number 2-networking and referral building.

The same is true for social media based activities.  Posting tweets with valuable resources or updates on your daily activities without interaction with followers falls under communication strategy 3-writing and publicity.  But if you were focused on tweets that are helping others be successful or are posting tweets to converse with your followers these activities would fall under communication strategy 2-networking and referral building.

My point is not that communication strategies 4, 5, and 6 should be avoided, instead, that you want to use the six levels of communication strategies to use your time and money wisely and purposely both online and offline.

 

The Best Holiday Cards Tell a Story

I love this time of year when I get Christmas cards from family and friends.  Every day my husband brings in the mail and I go looking for the cards first.  My heart starts to beat a little quicker as I tear through them.  I love seeing updated photos and reading about their lives.

Photos

My favorite one every year comes from a family with six children, yes, I can’t imagine the laundry either.  Their card every year tells a story through their photo.  I have yet to receive a photo with them all lined up in two rows smiling.  Instead, they have angel wings or pitch forks (yes, the one that dresses in red with pointy ears) or even a remake of the birth of Jesus.  Each family member takes a part.  The part each family member plays in the photo tells a little bit about them, are they quiet, supportive, secretive or a good-type of rascal with a twinkle.  Typically they have a cover photo with a storyline and then let loose for the inside photo all piling up on mom or dad.

Their photos alone reveal a lot about the authentic family, who they really are.  Personalities of the children show through in the characters, stances and facial expressions, no forced smiles here.

Letters

My favorite holiday letters also tell a story from the last year and are not a month by month journal of what happened fashioned like a todo list.  I prefer to hear what really stood out for the friend or family in the previous year: how their hard work and sacrifice paid off in starting a new business; how they persevered through a job layoff and the silver lining was their new job that better fits them; or Wishes for a Fabulous New Yearhow their vacation to the Grand Canyon inspired them to take up a previous love for painting outdoor scenes that they donate profits to their local food pantry; or how breaking a leg in the middle of family vacation brought the family closer together since mom was now being waited on — and son Jake found out he could cook more than just box macaroni and cheese.

The best holiday photos and cards reveal authentic pieces about the person, the family. The audience gets clues as to their values, their priorities, their personalities and their talents.

About/Bio Pages

This is true also for about pages on blogs/websites, LinkedIn summaries, even the 160 character Twit bios and Facebook profiles.  Viewers want to read a story that reveals pieces of who you authentically are.  Those that have a hero, villian and struggle reasonate even more.  Did you know that the about page on a website or blog is the top viewed page after the homepage or blog post the reader comes in to your site at?  This is your opportunity to tell a story that engages your reader, that they can easily deduce clues as to who you are as a person, and very importantly begin to know-like-trust you.

I know your life is full of great stories.  Tell one in your bios online to be remembered, to convey your talents, and to attract new clients, patients and work.