Cara Lumen | Sing a Deeper Song

Sing a Deeper Song

Marketing

What’s The Trickiest Thing To Figure Out In Your Business?

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by Cara Lumen

The title of your blog or web page is important, but not as important as the power phrase you put next to it. The URL or title is only a word or two that only suggests what you do. You need to have a seven to eight word byline that not only catches the readers’ attention but holds an emotional appeal that keeps them eagerly reading.

You have 7 seconds to convince people to stay on your site. So the first words they see better be emotionally appealing – not a feature (how you do it) but a benefit (what it will do for them.) Finding that short power phrase, that tag line, is one of the most important discoveries you can make. And it takes time.

Today I helped a client  find hers. We brainstormed for half an hour on our coaching call. Because she had created the system she was selling, she was filled with “how it works” phrases – phrases that mean nothing to the newcomer to the site. They don’t care how you do it they just want to know what’s in it for them.

How would you explain what you do to someone who knows nothing about your business? In seven or eight words? As my client talked about what she did I wrote down phrases based on what she was saying and we chose parts of them that resonated and built on those. Over and over we had to stop listing features. At one point we realized we liked positive, hopeful statements rather the ones that emphasized the problem. That was good to know.

This power phrase is an element of your brand. It is not your who and do what statement – I help (who) do (what) , It is an identity, a short statement that lets people really understand what you can do for them.

Adapt the beginner’s mind

Do you know where you will find that statement? When you try to explain what you do so others can understand it. When you search for the meaning of your work in the simplest of terms.

Begin by explaining what you do to your friends, particularly the ones that know nothing about what you do. Get in their beginner’s mind and figure out what they need to know. Eliminate jargon, those words and phrases that may have meaning in your field but mean nothing to the uninitiated. Look for airy fairy phrases like “It will bring you peace and serenity.” Restate those words into recognizable daily experiences that have an emotional appeal. One of my major lessons has been to learn to explain esoteric results in concrete terms. The more you explain what you do to people who know nothing about your work, the easier it is to find that power phrase.

Look out for features

It’s so easy to get caught up in features – the how you do it. That’s where your mind has been, you’ve been putting your system into place. You are steeped in how you are going to deliver your product or service. But people don’t care how you do it, they care what results you will get for them. Spend your time looking at the essence of what you do for others and then find the words to express it. Part of my power phrase is “I help you believe you can!” I don’t talk about how I do that, I don’t say what I can help you believe you can do, I just indicate that I help people believe in themselves, in their dreams, in their value. Look for that core message that encompasses what you do for others. We could call this your heart phrase – how you are touch the lives of others – heart to heart.

Know your power phrase will change over time

My client is working in Word Press which means she can easily make changes any time she wants. So putting the power phrase we found up on her banner is as easy as typing it in. If it were a web site done in DreamWeaver it would take a web designer to make that change in the banner. So we’re not worried that the phrase we chose might change. I hope it does. We found one that works but as she continues to develop her work she will find that perhaps her emphasis changes or her niche tightens, or she may find her clients are asking for one element she offers more than others. I was “The Vision Distiller” for a few years because I felt I was helping my clients bring their vision to life. Then I realized that I really am “Your Idea Organizer,” whether it’s for planning your web site, developing your initial business, or leveraging your ideas into signature products. It’s about helping you make money from what you already know. And yes, that last sentence has been a tag line along the way.

Allow your power phrase to evolve

Even if you hit on a hot power phrase, be open to letting it change. In helping my client today I realized that our power phrase for Magnetic Blog Builders is actually very weak. It needs to be strengthened. We put that site up in 48 hours so we were moving off of first impressions and making fast decisions. As we begin to define our offerings and write content to explain what we do and set up our packages, another phrase will emerge. And I also realized that what we have there now is a label, not an emotional hook that says what we can do for people. I can’t tell you what that will be right now because I haven’t figured it out. But now that I know I’m looking for a better power phrase, it will show up as I continue to talk and write about what we do.

Be patient with yourself. Keep your eyes open. And let that power phrase find you.

© 2010 Cara Lumen

Why You Should Write Your Landing Page First

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by Cara Lumen

You have an idea for a new teleclass.  It’s sort of dancing around you in the air, unformed, changing shape, but eager to come in.  How do you capture your product ideas and begin to shape them?  By writing your landing page first.   Yup, before you even create the product you need to know 1) if there is a need for your product and 2) what exact needs your product will meet. And interestingly enough, writing the landing page will also let you decide things like how many weeks, and what price and what will be offered each week, because you have to write it all in the landing page.

Is there a need for it?

Before you spend anytime creating anything, and as hard as it is to do this when the idea is exciting, take time to see if it is really needed.  And if so, by whom? And how many “whoms.”  I have certainly written my share of things because I needed to write them and create a system for me to work the strategy, but ideally, you want others to want it too.  So doing some research will let you know where your idea will fit in, who will buy it, and what it will do for those that do.  All questions you have to answer in the context of your product as well as on your landing page.

What will you product do?

“What will the product do for me?”  That’s the major question everyone asks, so you have to be clear about that and deliver those results in the product and talk about it on the landing page. As you write your landing page you are going to put yourself in the mind of the consumer and answer all the objections even before they are asked.  Again, you need to handle objections on your landing page but you also want to address those objections in your product.

What will your product look like?

I don’t mean the cover or even the title, I mean how long is it?  What topics does it cover?  If it’s a class what will be covered in each class.  You may or may not list that on your landing page but you certainly will pull out bullet points of benefits they will receive because of your content choices.

As you write your landing page, you start making choices. Yes, you want it to be a webinar; no you do not want to create transcripts of the conference calls. Yes, you want to create a workbook rather than individual handouts. What bonuses can you give?  What added incentives like 20 minutes of personal coaching can you offer? You get the picture, when you write your landing page first you get to define your product and its intention very clearly before you write a single word.

A landing page makes you price out your offering, think up ways to bundle things together, find bonus items you can give to add value, and it makes you set up your shopping cart so you are ready to receive enrollments and/or sales. And create your thank you page.

One of the greatest gifts a landing page gives are the wonderful phrases that show up as you explain what you are going to accomplish.  Sometimes titles show up, sometimes new segments come up, sometimes whole new product ideas appear.

A Landing Page is Magic

Writing a landing page is like waving a magical wand and having your product created right in front of you in a day’s time. You have content, you have a marketing plan, you have pricing, and you have structure—all because you wrote your landing page first.

© 2010 Cara Lumen

The Best Thing You Can Do For Your Blog Today

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by Cara Lumen

Where ever you are in the development of your blog – stop!  And start here.  The very first content you want to put into your blog is Core Concept Cornerstone Content.  It is a series of articles that explain the core of what you do and that you will refer back to over and over through internal links in later copy.  You may also want to place this content on its own page since it will deftly explain what you teach or sell or think. It contains core information you want your readers to have immediately. And when you start brainstorming these cornerstone concepts you will find yourself filled with ideas for products and services.

What do your services do for others?

Every time I need to explain something in detail to a client I write it up as a handout and put it in my Coaching Library to be used again for the next person. I can’t tell you the hours I’ve saved by having these handouts ready.  This Core Concept Cornerstone Content is like that.  It is a series of articles that explain what you want people to know about what you offer.   Begin with the concerns of your clients and start brainstorming the types of things you have to help them with when you first begin working with them.  For instance, I have to be certain my clients know their target audience and have defined their niche and I want them to think big so I have Is Your Ideal Client Big Enough for Your Vision?  in my pillar content.

Everyone goes into business to support themselves financially.  Write about how you help them do that. 10 Ways for You to Start Earning More Income

I’m a business coach so some of my pillar content is How to Choose Your Strongest Marketing Strategy and How to Create a Magnetic Sales Cycle

I am a content developer so of course I’ll include How Hiring a Web Content Strategist can Save you Money

And I help people create signature products so 12 Tips for Better Time Management When the Ideas Keep Coming In  and How to Write Content so it Organizes Itself  would be valid concepts to include.

You get the picture. Look over the benefits you give your clients and write articles that show that you know their concerns and needs and how you help them achieve their goals.  Then you have some strong positional material to refer back to through external links in future posts.

What products do you offer?

I have a series of home study courses so I could write about the advantages of home study. For instance, How to Learn More When You’re Full Up or How to Keep Learning Even if You Think You’re Too Old   I could have “How a good template can save you hours and keep you on target” ready to go with my Idea Generator book that is filled with templates.  Write about the use of your product. How it will solve problems.  How it has changed lives.

What affiliate products do you offer?

Of course you only promote affiliate products and services that you use yourself.  As a web content developer I can’t tell you how many times I’ve used What’s in your Shopping Cart   It was one of the early pieces in my Coaching Library. I send it to new clients who are setting up their web sites.  It is an affiliate and I use affiliate links.  Write about the products and services you recommend in a useful way that helps the reader learn how to use the product to their best advantage. My resource page is filled with useful tools I use and recommend and many of them are affiliate links.

What philosophy do you expound?

This may not be appropriate for every situation but I find I’m writing a mix of philosophical personal development posts and practical application posts.  So articles like The Starting Over Syndrome  and How to Learn More When you’re Full Up  and Believe You Can!

Start wherever you are and do this now!

When you start thinking in terms of writing a Cornerstone Series you’ll be amazed at how the ideas come rolling in.  Create a separate page to list your series like my Business Building Ideas page  and use the Organize Series plug in to keep a list of the full series in each post so the reader can keep on reading   I’ve created a brainstorming tool to help think up ideas which will be included in my Idea Generator Workbook and of course I am developing it as I make the end result happen for myself.  Just start thinking “series.”

This concept is worth stopping what you’re doing and to make certain this is in place before you proceed further with your blog.  And you know what.  Writing this core content, these basic, foundational principles of what you do will help you clarify your niche.  I bet you come up with some great new marketing phrases too.  And of course, all of these ideas can be leveraged into other products and services.

Go for it – today!  Write that core concept cornerstone content and start back linking to them.

© 2010 Cara Lumen

 

 

Entrepreneur’s Cheerleading Section – Magnetic Momentum Builder 5:15 Report

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by Cara Lumen

winner_0 As entrepreneurs we are often our own support staff and certainly are our own cheerleading team. That’s one of the reasons I love using a 5:15 report.

The 5:15 report is a powerful tool for both support and acknowledgment. Whether you are facilitating a committee, an office full of people, or focusing on your own individual business, the 5:15 report will help you and the people you are working with to stay on target, shorten meeting times and allow space for everyone to acknowledge what they accomplished, what worked and what they would like to change.

If you are working with others a 5-15 report lets each team member know about what’s going on with specific projects, people and processes. It helps to quickly identify what is working, and what is not. It provides a forum for celebrating success, asking for help when needed, smoothing potential pockets of disharmony, and passing along information of interest.

The 5:15 should take no more than 15 minutes to write and 5 minutes to read. The process has three parts:

  • A simple description of what you did during the week/month. (I do mine weekly).
  • An honest description of your state of mind and the climate you see around you.
  • One idea that will improve your job, department, or organization.

The Magnetic Momentum Builder Captures Feelings

As I worked with the 5:15 format I began to personalize it.  I turned it into the Magnetic Momentum Builder that tracks not only my actions for the week but my feelings.  Was I relieved, excited, amazed, satisfied?  Emotions are a big key to where we should be moving.  Noticing them helps us hear our inner guidance. I write them in my Magnetic Momentum Builder which is simply a table in Word.

The Magnetic Momentum Builder is a Motivator

I have also created my Magnetic Momentum Builder to act as a motivator – to capture areas I want to be certain to take action in – article submissions, blog posts, radio show scripts, my outreach strategy.  It becomes a nudge as well as an acknowledgement list.

Here are some of the things I include:

Major Wins – It’s important to notice and acknowledge our successes. This could be a “little” success like finally figuring out how to do a small technical task, or an unexpected windfall.  Just give yourself a pat on the back and add some gratitude in there for what has shown up in your life. 

Unexpected Blessings – I have categories for people, ideas, prosperity. Noticing the unexpected gifts that have shown up in your life again deepens our awareness of the signs and signals and guidance we consistently receive from the Universe.

Qualities for the month – What do I want to embrace – my creativity, higher completion, do I want to focus on deepening relationships?  This gives me the opportunity to consciously emphasize a quality I want to embrace. 

Specific Achievements – You can have your Magnetic Momentum Builder include a list that includes things like clients you served, courses you took, collaborative partnerships you formed, or products you created.  It should include personal breakthroughs and skills you have developed. Take time to look for all the good that has come your way and acknowledge yourself for what you have achieved. And remember to write down how you feel about them.

The original 5:15 report only asks these questions:

  1. What I accomplished
  2. What’s working?
  3. What could be improved?
  4. How am I feeling? What is the climate of the group?
  5. Good Idea (what one thing will make the biggest improvement in my life, work or the organization?)
  6. What concrete steps will I take to make this happen? By when?
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Let Writing Expand Your Sales Cycle

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by Cara Lumen

writer_0 Your marketing strategy should be built on your strengths.  If you are a good networker, focus on networking, if  you are a good writer you can leverage that strength into a complete sales cycle. 

Michael Port has put out a call to his Book Yourself Solid Coaches to help him revise his cornerstone book Book Yourself Solid and of course, I answered.  In fact, I volunteered to organize the original signups for what sections people wanted to work on.  And that’s what gave me the idea for this article.  Several coaches had really focused on networking. It is their natural strength and they have developed that into their major marketing strategy.  There’s going to be a new section on Social Media and several coaches had been taking more training in that as they made that a major marketing strategy for themselves.  But me, I signed up for the Writing Strategy – my absolute favorite thing to do.

Writing is good for your soul

It’s Sunday morning as I write this and although I have 12 to15 posts in varying degrees of completion, it was important for me to bring something new to life – to explore this topic and see what I uncovered.  I use my writing to sort myself out, to expand a concept, to learn something new, and to teach.  It allows me to capture the ideas that are swirling around me in nebulous form and bring them onto the physical plane for examination and consideration.

Write to sort yourself out

Journaling has long been a cornerstone of self-understanding.  When we write it down it stops spinning around in our head and becomes concrete for us. We can make lists and compare opportunities and make choices once we bring our ideas into form. 

I wrote an article about my cat Sebastian who was busy pulling push pins off of my bulletin board.  I saw that as an opportunity to think and write about curiosity and exploration and how we might increase that in our lives.

When I moved from California to Kansas City to be near my children I wrote all sorts of articles on choices, and giving stuff away, and rethinking where you put things in the new environment. 

Emerson says  “For the instinct is sure, that prompts him to tell his brother what he thinks. He then learns that in going down into the secrets of his own mind he has descended into the secrets of all minds. He learns that he who has mastered any law in his private thoughts, is master to that extent of all men whose language he speaks, and of all into whose language his own can be translated. The poet, in utter solitude remembering his spontaneous thoughts and recording them, is found to have recorded that which men in crowded cities find true for them also.”.
 
Our thoughts have value.  Our insight will be the insights others need to hear. Writing is a great way to think outloud on paper and figure things out for you and for others.

Write to expand a concept

This article is an example of expanding a concept by writing about it.  My participation in Michael’s book revision made me very aware of how I very much prefer the writing strategy above all others and I wanted to look to see what that meant for my choices and my results and how that might also be applicable for others.

Write to learn something new

When I read a book I underline and I take notes.  Then I go type those notes into my computer.  And ultimately I try to explain some of those concepts to someone else – which helps me learn it even better.  And often there is a phrase or a word or a concept that inspires me to write about it.  What does it mean to me?  How can I apply that to myself. 

Write to teach

When you teach you learn.  I love to do this.  Several years ago I wanted to get better at writing and submitting articles so I created a teleclass Article Magnetism, How to Write Articles that Attract.    Recently I spent a lot of time creating my own marketing plan and decided to teach a teleclass on that, which I did and will again.  Ultimately I put many of the great systems I had created into an ebook How to Write a Magnetic Marketing Plan

As I coach I create new handouts for my clients.  They are part of my coaching library and many have become articles.  I’ve created so many great systems that I’m working on combining them into one book Your idea Generator. 

Writing as your sales cycle

So here’s what writing has produced for me so far. 
1.    I have lots of blog posts which are often the starting point for exploring and expressing my ideas.
2.    These turn into articles which I post in article directories like Ezine Articles where I am a Platinum Expert
3.    Posts and articles often become part of my radio show Passionately On Purpose
4.    I write articles that become my cornerstone series
5.    I turn those ideas into ebooks
6.    I turn them into teleclasses and home study courses
7.    My coaching handouts become articles and enter this cycle of possibilities

A sales cycle consists of products and services at different price points so people can join you wherever they will.  Think of it as a merry-go-round where people can choose their adventure – their entry point – the steady benches, the off-the-ground-but-steady pony or the exciting and adventursome galloping horse.  Your sales cycle must contain a product for each of those levels.  This may mean price point and it may mean beginning, intermediate and advanced levels.  Think variety, think levels of opportunity and engagement.

One idea wears many hats

I think of ideas as actors – they can put on different costumes and play different parts.  When you have an idea that appeals to you, begin immediately to see how many ways it can be presented. Chunk it up, or chunk it down.  Make it a series.  Take each point in one article and write a separate article for each point. Leverage your ideas into your sales cycles from many different directions.

If you are a writer, there are many wonderful ways to add value to your business.  Go exploring and see where it takes you.

©2010 Cara Lumen