What Do Good Cats Have To Do With Online Marketing?

by CathyG on July 23, 2010

Nothing much, really.

But when you hire me – CAThy GOODwin – you get my years of experience on the Internet, copywriting training, marketing degree and most of all, my New York “get it done” energy. You don’t get sales-y, hyped-up, “me-too” content. And you discover how to showcase yourself so you become the first choice for your own ideal clients.

These days your prospects might shake your hand at a networking event or get a referral from their BFF. My business is all about what happens next – the moment of truth when they say, “Sounds good! What’s your website?”

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3 Myths (& Surprises) of a Website Makeover

by CathyG on August 31, 2010

Let’s face it: creating or changing your online presence is a little like renovating a home. After all, your website (or whatever you’re using instead of a site these days) is your home, office and storefront all in one.

So what should a makeover involve? A lot depends on where you are in your business cycle. When I first bought a house, I inherited the sellers’ dream. They did a nice job and I didn’t feel I needed to make any changes. And to be honest, at that point, I wasn’t sure what I wanted. I wasn’t even sure how to plan the interior decor so I got some furniture that never worked for me.

For many business owners, the most important part of a first (or second or third) website is simply to get it up there and tell the world. Send out a clear, positive message.

Get a site you’re proud to display on your business card but hold the bells and whistles.After you’ve been in business awhile, you get a sense of what you need. That’s what happened when I bought homes after the first one.I knew I wanted bright colors so I had the rooms painted. I had some ugly wood paneling stripped from a living room.

Similarly, your website will grow with your business. After a few years, don’t be surprised if you realize your current site isn’t working for you. It may even be working against you. Ironically, it’s often harder to make a change at this point. I certainly resisted.

Once you commit to renovation of your website, you will encounter at least 3 myths. I hear them over and over again. Although I refer to a “makeover,” your own renovation may involve just a quick tweak – equivalent to re-painting the trim of your house – or a complete overhaul from the ground up.

Myth #1: Why bother? Nobody makes decisions from your website anyway. It’s all about Facebook, Twitter and LinkedIn. Put your energies into live networking.

Reality: What happens after someone shakes your hand at a networking event or friends you on Facebook? If they’re serious about hiring you, they will head right to your website for more information.

Surprise: I’ve found that prospects often prefer to visit websites because they get to ask questions they might feel uncomfortable asking in person. “What do you charge? Do you work with people on my budget? What’s your background?” They may not want to acknowledge they need your services (especially in front of their friends.)

Myth #2: It’s going to take a long time…up to a year.

Reality: Who’s telling you this?! Hopefully you’re not getting this idea from someone you actually hired to help you. With WordPress and a strategic direction, you can be up and running in 30, 60, or 90 days…depending mostly on how well you know your market and how intensely you want to focus.

Surprise: A lot depends on who you hire and in what sequence. I’m slightly biased (!) but also speaking from experience when I say, “Hire your copywriter before you talk to anyone else.”

Maybe you feel like covering your ears when I say, “You’ll save HUGE amounts of money and time.” But in this case, it’s true. Once you’ve got a message strategy and a theme or angle, the rest feels like coasting downhill. Besides, any webmasters worth their salt will tell you their job is easier when they have copy in hand.

Myth #3: You need a draft of your copy and a design before you do anything else.

Reality: This myth is like saying, “You have to finish before you start.” You will need a plan, but your renovation team will help you write the plan.

If you’re a do-it-yourselfer, you can experiment. With WordPress, I like to say that changing themes is easier than changing your nail polish. Try a dozen to discover what look “feels” right. Give yourself a deadline: Sign up for a class or a professional critique of your content and message.

This step was especially hard for me because I am an avid DIY-er. I help clients set up WordPress sites. But for the finishing touches, it just didn’t make sense for me to figure out the details of creating a graphic header – a project that would take me weeks when a pro could do the whole thing in less than half a day. I have work to do!

Surprise: When you call a copywriter, show up with a blank sheet of paper and an idea. Get ready to be guided through a set of questions designed to uncover how to monetize your strengths (and discover marketable opportunities you didn’t know you had).

We will discuss more about how to jump in and get the whole thing done on Thursday. Click here to sign up for my free 30-minute Cat Chat.

To get started on your WordPress website, don’t miss Christina Hills’s call: Design and Layout For Your WordPress Site Or Blog. Click here for free access. It’s a preview for her fall course (and yes, that’s my affiliate link). Each call contains information – never just a sales pitch. I couldn’t have done my own website makeover without Christina’s course.

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Copywriting for Motivating Yourself To Take Action

by CathyG on August 29, 2010

When you work with a copywriter on your website content, you soon realize that some words and phrases will be more productive than others. Some phrases will actually drive prospects away. For example:

“Discover” communicates excitement and adventure; “learn” suggests work.

“How to” headlines have always been effective, but some copywriters say that a “How you can easily do x…” will deliver even stronger results in some markets.

Choosing words and phrases to describe business decisions will be even more critical. (It’s like copywriting for your own business planning.) A long time ago, I banned the word “expensive” from my vocabulary.  I might say, “I choose not to spend $100 – or $10,000 – on this purchase.” But “expensive” drains my energy.

For example, I’m getting lots of compliments on my new caricature logo. At first I hesitated to invest in this simple drawing. But it made more sense than trying for the ninetieth time to get a decent photo of me without the dog.

The *value* of this small drawing? Off the chart.

Recently I removed another phrase after listening to Pamela Bruner, a business coach who operates mostly under the radar. Pamela urges us to stop saying, “I’ll think about it.”

My first reaction was, “I need to think about it.” But experimenting with alternatives led to, “What does my business really need?” Much more powerful.

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Getting Started OnLine: A Hidden Career Path

by CathyG on August 26, 2010

Getting started with online marketing means deciding between two types of business. Will you offer a service that helps others? In other words, will you get paid for doing work and interacting with clients? Or will you create products and sell them to others?

Today we will explore getting started by offering a service. In future posts we will look at three ways to offer information products online.

For example, let’s say you are a fitness trainer who understands how your clients struggle wih weight loss. You can decide to coach clients by phone and email, assuming you make sure you have the necessary licensing. Health coaching has become a popular field and you may find a home there.

Your challenge is to make sure prospective clients are searching for you online. Alternatively, you can engage in live networking and use your online presence to give prospects more information.

But suppose you have absolutely no idea what you want to do. You just know that you want to get started with a service.

In my experience, the best way to begin your new business is to investigate becoming a Virtual Assistant. Work with experienced business owners. Discover how they run their operations. You’ll pick up a wealth of knowledge, on their dime.

Some people view a Virtual Assistant as a Virtual Secretary or Assistant. In reality, these VAs tend to be more like independent contractors who offer a service. Some don’t even do secretarial work. They might install or update blogs, mantain websites, track appointments, handle all customer service, and a whole lot more. Some specialize in shopping carts, video or another technical area.

If the term “Assistant” stops you cold, you can call yourself something else. You can be a Concierge, Project Manager, or Technical Support Pro.

Of course, any service business is…a business. You will learn how to promote yourself, deal with ciients and create packages with appropriate pricing. If you’re wise or lucky, you will learn a lot from the folks you work with.

When I’ve recommended this option to my clients, they often say, “But that’s not what I really want to do!” It’s important to remember that your first online project – especially in a service business – won’t be your last. Most people change their business offerings, niche and/or services within two to five years. And I know many high-earning Internet marketers who began as Virtual Assistants.

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“The 4-word phrase to banish from your vocabulary…forever”

by CathyG on August 25, 2010

When you work with a copywriter on your website content, you soon discover that some words and phrases will be more productive than others. Some phrases will actually drive customers away.

To take just one example:

“Discover” communicates excitement and adventure; “learn” suggests work.

“How to” headlines have always been effective, but some copywriters say that a “How you can easily do x…” will deliver even stronger results in some markets.

Choosing words and phrases can be even more critical when we talk about our businesses. A long time ago, I banned the word “expensive” from my vocabulary. I might refer to “value.” I might even say, “I choose not to spend $100 – or $10,000 – on this purchase.” But “expensive” drains my energy.

Frankly, that’s a good thing. I’m getting lots of compliments on my new caricature logo. At first I hesitated to invest in what is, after all, one drawing. But it made more sense than trying for the ninetieth time to get a decent photo of me without the dog. The *value* of this small drawing? Off the chart.

4 words to remove from your vocabulary…forever

Recently I removed another phrase courtesy of Pamela Bruner, a business coach you may not know about. Pamela urges us to stop saying, “I’ll think about it.”

My first reaction was, “I need to think about it.” But now that’s yet another scarcity-making phrase to banish forever.

If you haven’t yet heard Pamela Bruner, you’re in for even more mind-bending ideas. Join us tomorrow at 10 AM PT, 1 PM ET. YES we will be recording!

Click here for registration and more info.

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Two “Don’t-Miss” Free Teleseminars for Thursday

by CathyG on August 24, 2010

2 Teleseminars From Two People Who Inspired Me – Listen live OR sign up to get a link to the recording.

Sometimes the most important events come back to back – like playoff games. I’m proud to promote both as an affiliate.

Event #1: Pamela Bruner, the internationally known business coach speaks on:
5 Biz Mistakes Most Conscious Entrepreneurs Make (That Cost You Serious Money)
Thursday Aug 26 at 10 AM PT / 1 PM ET – Recorded

Pamela totally changed the way I think about business and creating a marketing mindset. She always offers solid content and takeaways for immediate action. And you get to ask her anything.
http://bit.ly/a7CRL1

Event #2: Christina Hills offers a no-cost webinar on using WordPress to create websites, immediately after my call with Pamela. I built my new website based on what I learned from Christina’s class. Now you can take charge of your own website even if you are absolutely, positively NOT a techie. She also offers a Q&A for live listeners.
http://bit.ly/wpfall2010
Thursday Aug 26 at 11 AM PT / 2 PM ET – Recorded

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Does your online presence fall apart when you get interviewed?

by CathyG on August 24, 2010

Recently I listened to a Blog Talk Radio interview with a professional business owner. Let’s call her “Cheryl” and let’s say her expertise is in health and wellness.

Cheryl has many advantages. She holds advanced degrees from prestigious universities. She’s knowledgeable. Visually, she makes a striking appearance that’s very much appropriate to her target market. Why, I wondered, do I get the sense that Cheryl isn’t hitting her stride?

As usual, the interview host presented a brief bio, “Cheryl combines 20 years in health care with expertise as a fitness trainer and life coach.” Very impressive! I hoped she would connect the dots to show how her awesome background will benefit her ciients.

But as I listened, I realized Cheryl made three mistakes.

First, as she talked, she employed a number of vocal tics: “um,” “okay,” and the ubiquitous “you know.” These speech challenges actually detracted from Cheryl’s message, which was built on her image as an educated professional.

Since Cheryl gets invited to speak quite often, she can listen to recordings. She can critique herself lovingly but accurately. She can ask her business coach to listen to at least a portion of the call. She will find that as her speaking style improves, she will get stronger results.

Second, Cheryl hadn’t scripted her interview. She was all over the map. She talked about energy, weight loss, dealing with illness…and more. She talked about people who were really healthy and how to have a healthy mindset. As I listened, I didn’t get a sense of what I should take away from the call.

Although Cheryl was being interviewed, she could guide the interview by offering the interviewer a list of 10 questions. She can guide the interview to create three to five takeaways for her audience. Once you get more than three, you start to lose your audience.

Third, Cheryl worked with the emotion of fear. No problem if she works with fears people experience today. For instance, she could talk about fear of gaining weight when going on vacation or fear of dealing with a specific illness. If she targets boomers, she could talk about fears of diabetes and heart disease.

But Cheryl talked about huge fears: fear of getting incurable illnesses or letting your health get out of control. Her whole speech was about avoiding the negatives, not embracing the positive. I am a healthy person but as I listened, I felt frustrated and helpless. I can only imagine what a person with health challenges would be thinking.
If you are getting frustrated with your on-air presence, whether on radio or teleseminars, I can help. Sign up for a Message Makeover and we can focus on your interview challenges. Or consider the Showcase program, where we talk about how to showcase your expertise on your own website.

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Online Marketing Starts With Results, Not Reasons

by CathyG on August 23, 2010

When I get asked to review websites, I almost always notice two missing pieces. Ironically, the more you care about helping clients, the more easily you are likely to slip into one or both of these holes. Even experienced, trained marketers do this, so don’t be surprised – and don’t feel badly – if you catch yourself making these mistakes.

Missing piece #1: Emotional pain.

Your clients are not saying, “I just need to remove my unhealthy pattern.” They think, “I want somebody to be my life partner.” Or, “I want to see more money in my bank account.”

One common example I see is, “I help people understand how they communicate with others.” Or, “I help people understand the 4 types of interpersonal relationships”

When I ask, “Why do they need to gain more understanding?” the answer I get is usually something like, “They get along better with others.”

When we dig deeper, we get into the real pain that motivates prospects to seek support from professionals. For instance, they say, “I am tired of fighting with my boyfriend all the time.” Or, “My stomach hurts when I have to call my biggest customer.”

Occasionally, someone says to me, “I don’t like the word pain. I don’t want to make money based on someone’s pain.” The truth is, you get hired when prospects experience a need. Something isn’t working in their businesses, careers or personal lives. We rarely seek help when life is humming along smoothly.

Missing piece #2: Focusing on process, not results.

Too often I see websites with pages that go into massive detail about what happens when a client signs up.

“First, you fill out a 17-item questionnaire. I put this questionnaire into a folder…” Don’t be embarrassed if you’re presenting your work at this level. We’ve all been there. In fact, it’s a good way to write your first draft.

Your challenge is to answer the “why” questions behind the process. For example: “You won’t get a superficial quick fix. We dig into the foundations of your challenge and work from the ground up.”

Sometimes it’s hard to figure out what’s missing because your promotion gets buried in your bio and history. Recently I reviewed a site where the home page began with information about when the company was founded, where the company was founded and… well, my eyes started glazing over at this point. Even in a technical field, your readers want to know why they should buy the product at all….and then why they should buy from you.

This post was inspired by ideas picked up from Pamela Bruner. I will be interviewing her this Thursday, August 26, at 10 AM Pacific. You click on this link to learn more. The call is FREE and yes – we WILL be recording!

To get your own online marketing focused on results, we can start with a Message Makeover.

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Lessons in Online Marketing for Art

by CathyG on August 23, 2010

Artists often ask me about creating websites. Most artists just showcase their art without spinning a story.

However, I came across a truly unique example of art marketing by Owen Garratt, a Canadian from Alberta:
http://www.pencilneck.com/

As far as I can tell he doesn’t have an affiliate program, but he does have a brilliant website. His video is a model of how to create a promotional video: scripted with a good story. Currently I don’t need any art (my condo looks like an art museum as it is). But his website made me wish I needed some art.

Just one caveat: I’d use caution when giving any artwork as a gift; art choices can be very personal. One person gave me a small sculpture of a cat. I hated it. But, not wanting to hurt that person’s feelings, I sent an enthusiastic thanks…and hid the object in the back of a cabinet. The next year I got – guess what – another one! Now both these objects have found a home in the Goodwill donation box.

I’m tempted to make this assignment in my next virtual class: Go to this site and list everything he does right. We have too many examples of what people get wrong.

To test your own site, download your own 5-point Online Marketing Checklist.

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What is A Fab Factor and What’s Yours?

by CathyG on August 22, 2010

Part of creating your Fabulous Online Presence involves finding what I call your “fab factor.” You may be more familiar with terms like Unique Selling Proposition (USP) or positioning.

A fab factor is somewhere in between. It’s an answer to the question, “What makes you fabulous?” Why do clients see you as authentic, expert and (most important) one of a kind?

Here are a few examples:

online marketiing tip hereAn attorney specializes in challenging cases in his field. His “fab factor” is that he also handles appeals, so every case gets prepared with an appeal in mind. He also fights ferociously for his clients and isn’t afraid to confront any judge.

online marketiing tip hereAn inventory consultant developed a program that lets him accomplish major projects with fewer on-site visits. Clients save money and experience less disruption.

online marketiing tip hereA life coach created a technique for supporting clients in transition, using a series of templates that manage to be enjoyable while digging deep into the client’s past experiences and future dreams. Clients move faster and get access to a tool they can re-use on their own for future challenges.

What’s yours? Respond in the “Comment” section below. Learn more when you subscribe to my free Report: 3 Essential Steps To Create Your Fabulous Online Presence.
Click here for an immediate download.

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Wimpy online marketing content? 2 Techniques to Build Muscle

Have you ever gone to a website, started reading, and realized your eyes are glazing over? You might even think, “Gee, I really ought to be reading this page. But…” And you’re gone before you can figure out what’s wrong. The truth is, you’ve just been explored to an example of wimpy copy. Anybody can [...]

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