content development

Nutrients You Need For Your Business Garden

April 29, 2011 By Cara Lumen

Although I’ve gardened for years, this is my first year working a raised bed in our Community Garden and as I prepared the soil I noticed the parallel in preparing a garden and nurturing your business. The time spent building a good foundation will make all the difference in the quality of the crops you harvest. That’s why it’s important to be really clear about your niche and the results you help others achieve and lay your foundation as consciously and carefully as you can.

Choose your location

When you garden you consider the position of the bed – the amount of sun it gets, the plants that you like to grow, the length of the growing season. You look at the purpose it will serve in your yard, the background it will enhance, the activities it will shelter, the products it will grow. You decide what is needed, how much care it will take and what you want to plant there.

The same is true for your business. In the beginning you make a lot of important decisions – who you want to serve, what they need from you, the competition that’s already out there and what you want as the final result. You choose the niche that suits you and your services best.

What is needed?

If the Farmer’s Market is full of tomato growers you probably want to raise a different crop. You do your research; you test the soil to see what is needed and what it already has. You make your decision on the best results you can achieve.

You make the same type of exploration for for your business and create the perfect mix of the type service and products to fill a specific gap in the market

Start with a good foundation

Every new project begins with fresh high quality ingredients. The location of my new raised bed is wonderful. It’s partially shaded in the afternoon by a tree and easily viewed by anyone entering the garden. I went to the local nursery, got advice from an expert and added the recommended nutrients to the soil. I laid a good foundation for what I plan to grow.

In business you have to spend some quality time making the initial decisions – who you serve, what you want to offer and what results you want to create. Then you lay the foundation of your web presence, your delivery structure, and your support staff.

What crops do you want to raise?

As with any business you get to choose your crops – your outcome – exactly what you want to offer your clients and customers. Since my bed was in the first row entering the garden I decided to put the vegetables at the back and flowers at the front. It was going to be both beautiful and practical.

Decide on the purpose of your business in the beginning. It will guide you in selecting the best products and services to offer.

Provide strong support systems from the beginning

Too often we don’t have a clear picture of the final result we want and we fail to put in the proper support systems. I love clematis so I put in two trellises, one at each end to hold them. Then I placed the tomato cages between them. The back row sets the tone of both beauty and nutrition.

What supports do you need in your business? The first two are going to be a VA and a financial person. (See “Are you still trying to do it all yourself?” ) You might also need to invest in software that helps you produce certain elements of your business. Decide what you need and in what order you will need them. Be prepared and willing to put support systems in place as they are needed.

What tools do you need?

Don’t skimp on the tools you buy. I bought an inexpensive trowel and it broke in a week. At this stage of your business you are investing in something you are going to use for a long time. Set yourself up right. Get yourself a coach who can help you choose your most lucrative and satisfying direction. Spend time choosing the most expressive design for your blog or web site. What new skills do you need to learn in order to make this work? This initial investment will help you make certain you are building on a strong foundation.

Choose the best seeds and plants

A perennial plant lasts for years. Buy the version of it you like the most, the one that will give you the greatest pleasure over the years. Choose the best tomato plants for your climate and your taste buds.

As you set up your business develop the most compelling landing page you can, craft an opt in offer that attracts like butterflies to a butterfly garden, create a mini-ecourse that gradually nurtures the occupants of your garden and create Cornerstone Content that shows them the possibilities. Those four foundational information products will serve your business for years to come. (See "How to Craft" Series)

What care do you need to provide?

The quality of your harvest will depend on the natural growth process of each plant, the growing conditions of the season, the quality of the plant itself and the care you provide. And that is exactly how it is in business. Some people are ready to interact right away, others need gradual cultivation. What you can do from the beginning is provide the right environment for each of them. Give them information products that encourage and guide and produce results. Write a blog that keeps them motivated and inspires them with new ideas. Offer a bi-monthly newsletter that offers resources and news of what you have created of value for them. Make some training videos that help them get results.

Watch for weeds

Weeds are simply good plants we decide are growing in the wrong place. If you are a coach and find someone who is not compatible, help them find another coach. If you create a teleclass that is not as successful as you would like, consider turning those ideas into a different format, or prune some of the material, or add new ingredients.

Growing a business is like growing a garden, you have to monitor its growth and meet each need as it arises.

The success formula for your business garden is quality ingredients, a strong support system, consistent care, steady nutrients and patience. That’s easy enough to provide with a little awareness, persistence and conscious care.

Are You Still Trying to Do it All Yourself?

April 15, 2011 By Cara Lumen

I have a new client who is extremely talented, multi-versatile and filled with great ideas. My job as her coach is to help her make decisions which stay true to her passion, develop a really big vision, and guide her along the journey. With as big a vision as she has in mind I realized she needs to learn to delegate right from the beginning. And here’s why.

Know your job

As the owner and founder of your business you are the idea person, the decision maker, the reason it exists. Your job is to keep on the lookout for new opportunities, create new collaborations, develop new products and expand your services. It is not your job to get caught up in administrative details.

Who can you get to help and what do you want them to do?

For at least one week track your time. How much time do you spend on emails, phone calls, making travel arrangements, writing articles, posting to blogs – whatever you do? How much time do you spend on exploring the potential of new ideas, talking with possible joint venture partners, creating new products and services, developing your own skill set and expanding your own knowledge base? How much time are you spending in your business and how much time on your business?

At the end of the week divide your tasks into the following categories and put the time spent or time you’d like to spend on each task

Things only I can do
Things someone else could do but I enjoy doing
Things I don’t like to do
Things I don’t do well or that are hard for me to do but need to be done
Things that need doing that I don’t have time to do

Go back and put an X in front of what you are willing to give away. These are the tasks you can hire out.

Create job descriptions for the people you would like to hire

Then take some time developing a list of tasks you would hire a person to do. Include:

Job Title
Job Description
Hours Needed
Cost
Type of person who would fit this position

Areas you may hire people to help you with are:

Coach
Virtual assistant – you may need several who specialize in different tasks – blog management, travel arrangements, research for speaking engagements, article and blog posting, web management, video production, social media management, etc.
Financial guidance from a tax preparer or accountant.
Technical support for your web presence
Copy Editor
Proofreader
Graphic artist

What are you willing to release?

In a PTA meeting a long time ago I realized that just because I could do every job on the agenda didn’t mean I had to volunteer for it. I get to choose where I wanted to serve. Your choices need to keep you in your passion. You need to do the work that excites your imagination, that leads to new innovative choices, and that allows you to do your best work – full out – joyously giving your all. To do that you have to give some tasks away so you can do what only you are meant to do. What are you willing to release? What are you willing to trust someone else to do? Who do you know who can do that?

You write the blog post but let a VA post it on your blog and in article submission sites. If you have lots of ideas of places to speak, have a VA research it for you, find the contact person and their information and hand it to you when you are ready to make the call. Let a VA format your emagazine or update information on your web site or manage your Tweet schedule. Let someone else set up your membership site or run the back end of your webinar software. Sometimes using collaborative software helps the process. And no, it’s not easier to do these things yourself when it adds up to time you cannot spend working on your business expansion.

Take the step

Look around at people you know who can provide the services you need, network for recommendations, go online and find resources. As you explore add to the list of responsibilities you might be ready to outsource. Then do the math. If you pay someone to do six hours of work a week what money-making ideas can you put into action in that same six hours? What new products can you produce? What new collaborative partnerships can you form? You are the idea person. Keep yourself free to explore, examine, choose and create your next steps.

Checking Yourself for Change

February 15, 2011 By Cara Lumen

I looked at one of my own web pages recently and thought “What were you thinking?” So much had changed in such a short space of time that I had forgotten to check what needed to be changed in my blogs and web site to reflect my new direction. There was a lot to be done.

Change is gradual

Change sneaks up on us. It can be so unobtrusive that we are suddenly someplace else and don’t know how we got there. And that’s great, unless you are advertising on the internet and telling people what you offer only to find that what you have written is no longer true.

I tweaked my niche. I went from coaching people in whatever aspect of their business they were in to focusing on helping people craft powerful information products that help them reach and teach their target community and that changed the demographics of my community and the purpose of my blogs. I had to redefine and rewrite everything.

Have you changed direction?

We constantly change. New opportunities show up that we either take or don’t take and that alters our direction. We learn new skills that enable us to add new elements to what we offer. That may tweak our intended destination. Like any trip, side trips can be rewarding, but have you gone done the side road too long? Is it time to get back on the super highway?

I’ve added something new to my business mix. My new Magnetic Content Development System contains a powerful decision-making technique for organizing your ideas into meaningful content. It can be used to help focus any unformulated idea you may have. So for every product I create or new service I decide to offer, I ask myself a series of questions that lets me determine where I am going and what results I want my readers to experience. Having made that core decision I can then thoughtfully design the contents to make certain I reach my chosen destination. Build into your schedule a periodic check to see if you have organically changed your destination. Then go back and be sure your landing pages still point visitors in the right direction.

People change

The problems of your target community will gradually change. You need to regularly re-examine their needs. What do they need now that you might provide? What have you been offering that is no longer needed or could be tweaked to give more value? Are you still willing to offer what you’ve been offering? You change just as others change. Be certain you are still serving your target community well and are having a good time doing it.

For instance, when the economy first did its downward dip I took a hard look at what I thought people were still willing to buy. I know that knowledge is always a good investment because it constantly increases in value. That prompted me to shift my business into helping people teach what they know through their own Success Library of Signature Information Products. Ebooks and telecourses and teaching videos have no start up costs, very few if any production costs and only take the investment of your time. And information products open up the opportunity for passive recurring income and increased expert status.

Are you still the best choice to deliver this product or service?

I bet you’ve added some credentials and experience since the last time you posted your bio or wrote your “Work with Me” landing page. I recently learned to put my ebook on Kindle. That’s some training I can now pass on to my clients and that will add a benefit to my coaching page. Keep an eye out for new skills you have added that increase your value to your target community. It doesn’t have to be a major certification, but do keep a watch out for how you continue to be the best choice to deliver your products and services.

What do you have new to offer?

I have created this really great system for organizing your ideas into powerful content. I created it as a teleclass. Now I’m going to translate it into a series of detailed ebook/workbooks. And of course it prompted the creation of a new blog site www.magneticsignatureproductsguild.com . All that happened in three months. No wonder I have to rewrite a lot of what I have up on my web site and “Work with Me Pages.”

I might plan to offer a new information product every quarter. That is not a heavy schedule. That would make creating the product fun and pressure-less to produce. And I would have something new to offer every three months. That keeps me from inundating my community with offers but continues to give them real value throughout the year. What do you plan to offer new to your target community” And when?

Where do you want to go next?

Life is an adventure, there is always something new to explore and learn. I want to craft some teaching videos around my Magnetic Content Development System. That means there are a few technical things I need to learn as well as content to create. Now that I have two blogs to support I will be writing more and I have my whole new ebook/workbook series to write. One step at a time works for me. What do you want to learn next? What do you want to produce next? Pick one project and make some decisions about what you want to do for your target community. Then produce one new product a quarter. At the end of each quarter, check to see if you have ended up where you meant to go and what you need to change in your promotional material to match where you are now. Keep checking yourself for change – and keep it documented on your web site.

How Well Does Your About Page Convert?

February 8, 2011 By Cara Lumen

After your landing page, the second page people most frequently visit is your About Page. They go there to find out about the website they’re on. They want to know who it is for and what’s in it for them. And it’s also where they decide how they want to connect with you next. Here are some tips for helping your About Page convert.

Who Reads the About Page

First time Visitors. They may there because of a Google search or they may have been referred to your site by a friend but they are definitely new to what you offer. They like what they see. They want to decide if they should keep coming back. They go to the About Page to see who the person is behind the content and the service. The About Page is an opportunity to convert a visitor into a user.

Regular Users: These people are connected with you through your RSS fees or emagazine list. The About Page helps them connect with you more personally and can give them reasons to keep coming back. They may be considering buying a product or taking a next step with you. The About Page is an opportunity to tell the visitor what you do and how you can serve them.

People who want to work with you. This group is interested in what you can do for them. They are ready for action. They want facts and your history. They want to see your credentials and the results you have achieved. The About Page is an opportunity to encourage people to contact you to see how you can work together.

The Purpose of Your About Page

The purpose of your About Page isi to let the visitor know why they are on the site and if they are in the right place for what they need and want. You want to :·

Introduce them to the person and the personality behind the blog or web site
Help new readers easily see whether your blog or product or service is for them
Direct the reader to do something specific once they’ve read it.

Introduce Yourself: Your name and photo

Give your name rather than use “I” to discuss what you do. Have a professional photo that represents who you are. If you have a personal brand use it. For instance, I’m Cara Lumen, Your Idea Optimizer.

Who You Serve: Your Who and Do What statement

Your “who and do what” statement lets people know if this site is for them and if it provides what they are looking for. It defines your niche and says what you will do for them. Complete this statement: I help (type of people) to do (your benefits) so that they (do what?)

This statement defines your target audience and what’s in it for them. My who and do what statement is “Cara Lumen, Your Idea Optimizer, helps entrepreneurs craft compelling information products that educate, motivate and inspire their target community.”

Be patient with yourself as you craft this statement. It is often an ongoing process.

What You Do: How are you accomplishing what you claim to do?

This is not detailed like your “Work With Me” page but it does need to give an inspired account of the results you achieve. As you write this section be aware of the difference between benefits and features and don’t just list features. This is where you can share your excitement and passion for what you do. This is where you tell them what’s in it for them. And this is where you can put a link to your Work With Me page that expands on the details of your products or service. For instance, in this section I can talk about Magnetic Custom Coaching and the Magnetic Signature Products Guild and perhaps a relevant product. Make this section an overview that focuses on benefits more than features.

Credentials

Which of your credentials apply to what you are marketing in this niche? Can you group them in major categories with sub-lists to give a better indication of what you do? For instance, I might divide mine into Coaching Credentials and Product Development Credentials since both are included in what I do. Using major categories with sub-lists makes for easier reading while it emphasizes the major components of your work.

Testimonials can go here if they are very relevant and from a good source. I use testimonials to answer unasked questions

Call to Action

Like every landing page, you want there to be a specific call to action. And you want the steps to be clearly outlined so they are easy for the reader to do. Preferably give them only one choice – the choice to connect with you though your opt in offer or by phone to talk about how you might work together.

Contact Information

List links to your email, web page and blog URL’s, as well as your LinkedIn, FaceBook, and Twitter accounts. End with your phone number (I like to add the time zone). And Skype address if you have one. Add a “contact me” by email form.

Give yourself a day or two after you write your About Page then read it again with your Beginner’s Mind to see what kind of impression you make and how clear your next step instructions are. The purpose of your About Page is to deepen your connection which those who come. Whether it is about converting first time visitors, encouraging subscribers to connect more deeply or inviting people to work with you, make your About Page warm, inviting, and informative with a clear call to action that coverts each reader to their natural next step.

How to Make Certain You Know Where You Are Headed

January 24, 2011 By Cara Lumen

It’s amazing what a difference a little clarity can make. When you get a really good handle on where you are going and what you want to do when you get there, ideas and action steps fall easily into place. But it’s choosing that original destination that is sometimes tricky to figure out.

Is your business too eclectic?

We are all complex people. We each have different facets of our personality that show up in whatever we choose to do – our business, our relationships, our life choices. But if are not selective in what we share with whom we may not be able to make ourselves heard.

Here’s a concrete example. I started my Passionately on Purpose blog several years ago with the idea of helping people believe they can. Now that’s a pretty clear objective except I kept clouding it up with my own personal interests. There would be an article on stress management one day and the next something about writing landing pages. That’s who I was and what I was interested in. I didn’t realize how confusing that would be to the reader until I started a second blog Magnetic Signature Products Guild. The creation of that new blog did two things – it narrowed my niche and altered my target audience. The niche narrowed because I focused on helping people create information products and that makes it more of a business blog. That allowed the Passionately on Purpose blog to become a personal development blog rather than a confusing combination of personal development and business. Which of your varied interests do you need to separate out? What do you need to drop? What do you need to combine? We cannot be all things to all people. Be eclectic in your personal life but get your business life on target with a clearly defined niche and target audience.

Get clear about who you serve

Now of course, I have to redefine the first blog. Perhaps not redefine as much as limit and focus the content. I used some of the great focusing and decision-making techniques I have developed for my Magnetic Content Development System. The minute I sat down and started writing out my Product Promise and my One Line Content Builder the tweaked direction for the Passionately on Purpose blog came clearly into focus. That included ideas for the Cornerstone Content and even some information products to create. G¬et clear about who you serve and what they need from you. Then stay on target with what you offer.

Write your “who and do what” for your product

For every new project create a who and do what statement. Sometimes that statement organically falls into place, other times you have to make some specific decisions in order to focus your work.

For your who and do what statement answer these three questions:

This product helps: (type of people)
To do: (what benefits occur)
So that they: (what results produced)

This is the most clarifying step you can take when you start any new project.

Here’s where I am right now on the who and do what statements for each blog:

“The Passionately on Purpose blog helps entrepreneurs believe in themselves so that they do their best work and provide deep service to their community.”

“The Magnetic Signature Products Guild provides on-going support for planning, developing and completing information products that educate, motivate and inspire.”

These may change some as I delve more deeply into the contents and intentions for each blog but you can see how the purposes differ. See how that difference will determine the content and more importantly determine who signs up for which blog and what they want from it when they do. Craft a who and do what statement for your business and for each and every product or service you produce. It will keep you focused and will help you deliver your product promise.

Consciously choose your destination

When I became a Reiki Master Teacher I said I wanted to help people who were already making a difference make an even greater difference. I knew that as we worked together on their personal path they would have greater impact on the people they serve. Those are still the people I choose to work with in my business.

Do you want to work with beginners, intermediate or advanced people in your field? Do you want to work with them on their overview, or specifically on one aspect of their journey? Do you want to help one person at a time or inspire rooms full of people? Do you want to be a leader or a helper? Do you want to organize a world-wide movement around your passion, or inspire a small group to take part in an existing group? Choose your destination based on your personal passion and the gifts you have been given to help you serve others. Then plan your next steps to take you there.

Honor your own skills and talent

Get real about what you can and cannot do. I’m not the strongest marketer in the world but I sure am a good teacher. Do I learn to market better or do I partner with someone who has that talent? How do you want to spend your time? I could write forever and be totally happy. Others would find that too confining. Are you an overview person or a detail person? Follow your own ability as well as your passion when you create your business or undertake a project. We do our best work when we love what we are doing. What do you love to do and how will you do that for others?

Where do you start?

Even though I have theoretically narrowed my niche – well my two niches to be exact – I am swirling with ideas about how to develop each one. Where do I start? The most clarifying content you can create is in your landing page and your opt in offer. When you choose the benefits and features and target audience for your landing page you make choices. When you develop an opt in offer you choose the most important element of your product or service to attract people to your work. The choices you make in creating those two basic information products will stop the idea chatter and help you chart a clear path to your destination.

For instance, I put up a few pages for the Guild site and then stopped to focus on teaching my course “How to Craft Magnetic Signature Products that Educate, Motivate and Inspire” which contains the content development system that I teach. But when I went back to look at the Guild pages I realized I was not sending a clear message on that home page. I had been so caught up on expanding my Magnetic Content Development System that I talked about it more than the benefits of joining the free Guild membership. I hadn’t been clear about the purpose of the site and had not created a clear call to action on that home page – I want them to join the Guild. Start with the most clarifying projects you can – your landing page and your opt in offer.

It takes time to become clear

I can’t tell you how many who and do what statements I have had over the past ten years. They are similar, they are all me, they are all valid. Even my personal brand changed once. Look deeply into yourself and identify your values, your passion, and the depth of your desire to serve. Choose who you want to serve and how you want to serve them. That’s where you want to go. That’s your destination. That clarity makes certain you know where you are headed. Then simply outline the best way to get there and start your journey.