Your Coaching Cause

If you are in the business of coaching (or any business for that matter), there are at least two marketing basics that can lead to enjoying prosperity.

First, make sure you have a great product or service.  If your offering meets a market need (something that makes your client’s lives better) AND is above average quality, you get a ticket to play in the game of business.

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With a ticket into the ballpark, you are now positioned to begin attaching marketing efforts to your offering.

Note: Marketing poor products is a waste of your time and energy and your potential client’s time and energy. Marketing sticks to and works best when your offering fits the formula above.

Once you’ve proven the quality of your product, add marketing to it. One such marketing tenet I use to grow abundance and joy within my coaching business is to create or join a cause.

When you attach to a dream, a cause, a purpose bigger than your own business model, you play a bigger game than meeting a quarterly sales goal. When you marry what you do at work with a cause you make someone’s life better while communicating the principles and values of your organization. Making your principles and values visible makes you more attractive.

Here are three guidelines to follow when picking or creating your cause:

  • You must believe in the cause like you do a personal core value (lip service looks and acts like lip service while authenticity looks and acts like authenticity)
  • The cause has to be something you can rally behind (you have as much support for your cause as you do for a child, your partner, your most cherished friend)
  • You can sustain your cause (you are willing to consistently nurture your cause and its related needs  year-after-year)

The idea of having a cause-driven business strategy cannot be underestimated no matter your product.  In the United States consumers consistently support cause-related programs.

  • 78% of adults said they’d be more likely to buy a product or service associated with a cause they care about.
  • 66% said they would switch brands to support a cause.
  • 54% said they would pay more for a product that supported a cause they care about.

So what does creating or joining a cause actually look like? Great question. One example of creating a cause is our annual selection and distribution of two to three SoulSalt Awards: awards that I literally created for my own circle of influence. This year we are awarding: The Persistence Award, The Leadership Award, and The Reinvention Award.

An example of joining a cause would be what I did on May 18th. I believe we can improve our life/work experiences when we have healthy habits for movement, sleep and nutrition. So I not only competed in The Woman of Steel Triathlon, I’m wore rally bracelets during the race for five women who need the energy of movement and female support in their lives but can’t compete this year.

Now that you’ve read what has been stated above, what are you going to do about it? I’d love for you to put your thoughts into action and share them here or email them to me at lyn@soulsalt.com.

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In Memory of
Suzan Carol Johnson
June 7, 1954 – September 7, 2013

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Sue C. Johnson
Born June 7th 1954 to George O. Skelton and Phyllis Stallings Skelton.
She graduated from Olympus High School in 1972 and attended Utah State and the University of Utah before she Married Eldred M. Johnson on August 1st 1973 in the Logan Temple. She was the Mother of Tonya Sue, Stephanie Ann, Kristin Marie, Jennifer Kay, and Mark Thomas. She also went back to school to pursue some of her interests in home assesement & later in interior design. She loved to travel, she loved to camp and hike, and especially loved her grandkids Quinn, Domminik, and Kyla. She was always enjoyable to be around before she died on the morning of September 7th, 2013. She will be greatly missed, but now is in no pain and with those that have gone ahead before her.

RIP Sue, you are always in our thoughts.

Another Lesson From the Church of the Customer

Another Lesson From the Church of the Customer

Business associates Ben and Jackie have once again served up
compelling research on the power of WOM (word of mouth marketing).

Online content in the form of product or brand reviews is trusted by
70% of U. S. consumers. This speaks volumes about the fact that WOM is
the most trusted form of advertising.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What the research doesn’t say is that you should invest heavily in

Texting as your marketing strategy. Equally it doesn’t say to overly
invest in Facebook and Twitter feeds or to purchase online ads.

You can read the latest blog from Ben and Jackie here while I and Team
Bad Ass at Soul Salt Inc
get our buts in gear on google reviews and
yelp.

Marketooning – Kony 2012

I rarely repost other blogs. However I follow what Ben and Jackie post and this one I had to share for a few reasons. Instead of telling those reasons to you, I have three things to say:
  • If you haven’t seen the Kony 2012 video, do.
  • If you have seen it, watch it again in terms of observation – take notes and notice how brilliant the marketing effort was behind this video.
  • If you are one of my clients who is working on reinventing the way you earn a living and make a contribution, notice the title “marketoonist”…now that isn’t something you hear everyday.
This Cartoon from our friend Tom Fishburne, “marketoonist” extordinaire, was perfectly timed this week. With Kony 2012 video becoming the most viral video of all time –100 million views in 6 days — I’m wondering if it has renewed demands by the C-suite that their team get the a viral video ASAP.
Smart marketers know that producing a video that spreads like Kony 2012 is like catching lighting in a bottle. You can try it, but the odds are stacked against you.”
– Jackie Huba, www.churchofcustomer.com

Use WOMM?

Advertising and marketing have never been easier, cheaper, more fun and more effective than they are now.

Because of this, I have become a disciple and evangelist for the tenants of WOMM (Word Of Mouth Marketing).

I grow my businesses by investing time and a few (very few) dollars into developing WOMM strategies and projects.

The more creative your field of work, the better WOMM will work for you.

If you want to enlist or beef up your marketing plans here are three easy ways to do so immediately:

1st – Purchase, study and apply the concepts found in the book titled Creating Customer Evangelists by Ben McConnell and Jackie Hubba.

Or

2nd – Download the cliff-note version of the book by Clicking Here scroll down to Head-trip DISK 4 – How to Create Customer Evangelists

Here you’ll find my interview with authors Ben and Jackie (see Creating Customer Evangelists above) during which we discuss the practical application of each of the six Word of Mouth tenants.

And

3rd – Enjoy this info graphic that details the Word of Mouth Marketing Association’s (WOMMA) latest statistics about how WOMM  could be out there working for you too.

Another Studio is Born

Congratulations are due to entrepreneur Jesse Dobbs and his team mates Dustin Robbins and Nick Lott. Once employed as the top piercers for another studio, they forged out on their own to create Iris Piercing Studio here in Salt Lake City. Today, with Jesse at the helm, Iris is a strong brand that has been wise enough to invest extra energy and time on building the business. Some small business owners never get past the day-to-day of working in the studio, the shop or the office. This foresight has produced a strong structure with just the right amount of operational systems behind it to allow the company to expand.

Saturday, May 14th slated the opening of the second Iris Piercing in the Capitol Hill area of Denver,  Colorado.  The opening comes on the heels of stellar performance at the annual jewelry sale. But, Jesse will say more about that in his interview that follows.

Two weeks before the Denver Studio opened, I quizzed Jesse concerning his success and here’s what he had to say:

“You’ve probably heard the saying; ‘if you build it, they will come?’ Well that has held true for us. I believed in our brand. I believed in our team. I believed that if I we offered the highest quality of jewelry, delivered exceptional service and if we held ourselves to high standards of sanitation then people would notice us. So we built Iris Piercing on these ideas and people have come.

First, I hired a branding coach and he created plans for us to reconstruct the look and feel of our shop. Then I invested in the construction of that plan. Our studio is now an amazing space. It looks highly professional and it showcases our exceptional jewelry. The ambiance fits us and gave people something to talk about that fully sets us apart from other piercing studios. The new studio is equally as stunning.

I also believe that marketing through the use of word of mouth is the best way to go. You can pay a lot for fancy ads but getting people to talk favorably about you is less expensive and more effective. Over a year ago Dustin started talking about creating “street teams” which were meant to be small clusters of people hitting local campus or hotspots to hand out our referral cards. What actually happened was that because of the other things we were doing, these teams grew organically without us going out and formally structuring them.

What happened was that Nick created a referral card and we all agreed to a system for redeeming the referral credit. When our best customers send us new customers the referring folks get store credit in their account. This means that when our clients come in they might have anywhere from $10 to $50 dollars or more to spend without even opening their own wallet.

When you spend time creating multiple reasons for people to shop and talk about you, and you patiently stick with it for a full year things accumulate in your favor. I believe these are the reasons that we hit our goal this year during our annual jewelry sale – we hit 100% of our goal in three days. Last year we hit 60% of our goal over a week’s time.

Another part of our success has come from making sure that we pay attention to S.E.O. (search engine optimization). Our online presence is part of a marketing strategy. We had to invest in making it easy for search engines to point shoppers our way.”

Cheers to Jesse, Dustin and Nick. You must be thrilled to have the new studio open.

I encourage anyone who is following this story to hang onto your plugs and barbells because I sense that things are just getting started for these guys.

 

P.S. As Jesse reviewed this blog he wanted me to add this last part. So Jesse, as you requested:

And… thank you sooo much Lyn. This is exciting! It was really fun to read!! It’s missing one part though. The amazing  company and coach that helped piece this all together. I know it is hard to write and brag about your self, but come on! This wouldn’t have happened at the pace it did without you! Love you always!!

– Jesse Dobbs

http://www.irispiercing.com/

 

Victoria in the Marketplace

When approaching the market with a new working identity, there are several things one needs to keep in mind. Victoria is doing well on three such items:

First she is watching for responses to her marketing efforts. One obviously needs to regroup if smart marketing practices are not being responded to. In the early stages of putting herself out there what we are looking for is a connection between her perceived need in the market and an actual need in the market.

Victoria reports that she is getting this affirmation. She had three potential clients contact her from one single marketing effort and she has already set meetings with each one. Way to go Victoria!

In addition she is getting positive accolades about her marketing structure and operational structure from her marketing class instructor. Again, thumbs up Victoria.

Next, Victoria is learning how to NOT take it personally if people opt out of her database as she markets her new offerings. In our last session, Victoria reported on the internal response she had to the first “unsubscribe” to her email messages. She acknowledged that it can feel like a personal rejection. But she also knows that it is really about someone making a choice to reduce email clutter.  In Victoria’s words, “The person who opted out may not want to receive future emails, but she may have also mentally “filed away” the information that I provide these services to people in our industry. Opting out doesn’t mean she won’t refer clients my way in the future if she is asked for recommendations.”

Finally, Victoria is working on her bridge. In this case, building a bridge means that she is not expecting to earn all her living right now from new clients who attach to her new identity. She continues looking for work that is compatible with her skill set so that she can continue to have an income while she’s building her new practice.

No career transition or reinvention ever happens right out of nowhere. We have to make things happen. Keep it up Victoria. I believe in you.

 

To read the next entry of Victoria’s story click here.

To start at the beginning of Victoria’s story click here.

 

On-line Quick-Start for Creatives

Are you Creative?

Author Richard Florida tells us that the Creative Class is comprised of scientists, engineers, professors, poets, architects and more. It includes designers, educators, people working in the arts, music and entertainment field. The core economic function of this class is to create new ideas, new content and/or new technology.

Typically this Creative Class sets their own hours and defines their own dress codes (which usually steps deeply into the casual side of the spectrum).

Fortunately this is me and these are my clients. What I’ve witnessed in my own work and from the sidelines of this working class is that a strong on-line presence is imperative to success. In effect one must brand oneself consistently and well across a variety of social media and networking platforms or expect to be left behind.

Anyone who is showing up well on-line has usually done their homework about the key few things that must be done and they are tending to a weekly regime of marketing, networking and connecting on-line. Sometimes this equates to a lot of work. The key point is that these efforts are quickly becoming non-negotiable.

So I’ve recently hired marketing help to get my on-line presence more in sync and more sophisticated. The effort is worth it.

I started with two key steps.

First I attended a class taught by Kyle Snarr, the Director of New Business at StruckAxiom. His presentation is simple and clear and because he is willing to share, here it is free.

http://client.struckaxiom.com/paul_mitchell/Creative_Business.zip

Second, I hired a reasonably priced expert to assist me in getting my on-line act together.

Admittedly the more technocratic you are, the less outside support you’ll need for both of these two steps.

So to get you started, here is Kyle’s presentation. In other blog posts to come I’ll share the skinny on what my “expert and I” are doing with Twitter, Facebook, Tumblr, Linked-in, etc.