Category Archives: Uncategorized

Why Your Purpose is what will Ultimately Lead to Your Success

The Ultimate Secret to Success is that successful people form the habit to do what other people don’t like to do, according to Albert E. N. Gray, author of The New Common Denominator of Success.

The thing is successful people don’t like to do the same things other people don’t like to do, however, they develop the habit of doing them.

In his book Gray boils success in sales down to the discipline and habit of “calling on people who don’t want to see us and talk to them about something they don’t want to talk about”. He goes into more depth than this one statement in his tiny, 41 page book (you might get it).

Why are successful people willing to do these uncomfortable things when failures aren’t? “Because the successful person has a purpose that is strong enough to make them form the habit of doing the things they don’t like to do in order to accomplish the purpose they want to accomplish. For doing them is more important to them than the option of failing.”

There are a few important facts in these statements….

  1. You first need to know the habits of successful people
  2. Developing an awareness of where you are not following these habits is important (I find it can be tricky to see in yourself)
  3. It’s important you be clear on or create a purpose for yourself – one that achieving it is more important than failing. This, too, is not always as easy to discover as you might at first think.

If you find yourself struggling… to pay bills, to grow your business, to change in some way…I suggest you take a deep, hard look at WHY you want to do this. What is your higher purpose? Sending your kids to college? Breaking generational patterns in your family? Because living an authentic life is important to you and you are passionate about helping others do the same? Because you never vacationed as a kid and you want to take your family on vacations?

If the purpose you first state is what has gotten you into a pickle in the first place, I say that your desire to achieve this purpose is not strong enough (the opposite is stronger – struggle, victim-hood, poverty, boredom, apathy or lack of passion) for you to develop the habits of doing the things you don’t want to do to achieve your goals. Simply stated – that’s probably not it.

“The strength which holds you to your purpose is not your own strength but the strength of the purpose itself” says Gray.

So, how can you know your purpose?

That, my dear friend, is the million dollar question!

Last week was our Marketing with SOUL workshop, where a small group of us success seekers put some SOUL in our marketing – and part of that involved looking at turning points in our lives and how that affects what we do now. It’s different for everyone and being clear on your purpose is what fundamentally connects you with your ideal clients and allows you to grow and build a business that is unique to you and is not commoditized above all else. It’s what makes you, you.

First step, figure your purpose out. Second step, share it. Be you. Your purpose and your passion belongs in your business and your marketing.

When it Comes to Marketing is it Better Done Than Perfect?

Yesterday my coach did a training on marketing and creating free giveaways. It was brought up that there was a person with a seven-figure business that had three short videos as her free giveaway.

The discussion that made me stop and pay attention was how her videos are in many ways doing everything “wrong”, yet she still has a highly successful million dollar business.

In the video the lighting is bad, she just uses her laptop on the couch to record it, there is clutter in the background…yet, she has a seven figure business.

What’s that about?

This person is just one more example of what it means to have SOUL in your marketing.

soulThat connecting with people in a genuine way is what attracts them to you, your authenticity and your essence is what matters – not your perfection.

Now, I would never recommend that you do your marketing and advertising wrong, or not follow best practices. I’m not saying that. What I am saying is that there is more to connecting with people and building a thriving business than what you are ‘doing’ and how perfect everything is.

It’s about both.

When you are first starting out, and often lacking confidence, there is a tendency to work on your marketing way longer than necessary simply because you want it be the best.

The truth is success loves speed, and you are more likely to move forward faster if you get it done and get it out there (and maybe fix it up later) than perfecting something and not being out there selling.

There are millions of folks out there with “perfect” content, perfect marketing materials, consistent advertising, that aren’t making any money. They are doing everything they are “supposed to be doing”, yet missing the one essential ingredient that is difficult to teach, yet you know it subconsciously when it you see it.

It’s SOUL…

How do your marketing materials stack up? Take our Online Marketing with SOUL quiz and find out!

 

Pick It and then Prove It!

Copywriting Institute_LookingGlassHow to be The Master of Your Niche

We have a goal – to make more money and help more people – which ultimately boils down to getting more clients. To get more clients you need to have more sales conversations. To have more sales conversations you need to bring in a steady stream of qualified leads.

Generating qualified leads is a process – that once set up can be repeated and automated. It’s marketing.

Before you even step into creating a website, e-zine, blog or social media pages – you’ve got to determine your business focus. You could call it a niche. You could call it an area of expertise. You could just say it’s who you help and how you help them.  It’s your specialty.

First you declare it as yours. Simply said just pick it – you’ll want to do something you enjoy and that’s a little different than everyone else.

Your second task is to go out and show you are an expert at what you do. Don’t write about copywriting, write about healthcare copywriting or travel copywriting or helping people uncover their story. Don’t be a “coach”. Be a “copywriting coach”, an “aligned coach”, a “coach for entrepreneurs”. Something that differentiates you and says what you do at the same time.

Once you’ve chosen your focus it’s then time to let everyone know what and how you do it by becoming an expert. That’s where effective marketing and system implementation comes in. Showing your expertise rather than telling is both an art and a science and it requires you to do marketing differently than most others. Being “an expert” happens over time and with a thoughtful, laid out strategy.

This is what sets successful and profitable businesses apart from the rest – they have a focus and they let the world know they are experts at it.

So far we’ve got

  1. Choose a focus
  2. Show your focus by being an expert at it
  3. Add the skills you need to make that happen

As an example, I started my first business as a freelance copywriter. I soon began searching for a niche to focus on (mostly because I had been reading books telling me to). I landed a hospital for a client, loved it, and chose to focus on writing copy for the healthcare industry – I became a ‘healthcare copywriter’.

The next step is to show your focus by being an expert at it. I did this by changing my e-zine to a healthcare marketing focus. My free report, e-zine, blogging, podcast – everything I wrote was specific to healthcare marketing and I discussed issues and problems specific to the hospitals and marketing directors in the field

Writing this way is both a skill and an art. It’s taking the information everyone else has access to and putting a slant to it.

Tools_KellyRobbinsNow if you are not familiar with your niche, like I wasn’t, you need to quickly add the skills to your toolbox to become an expert. It’s OK to go outside of your area of expertise when choosing your focus, but once you do you need to quickly add the skills necessary to make it happen.

You build your focus as an expert with your marketing. It’s imperative you get this right – this is where most people drop the ball!!

You won’t be successful in your niche, no matter how good you are, if you don’t have your marketing funnel and your systems set up correctly from the beginning.

Schedule a no-cost consultation with Kelly Robbins, MA now to learn more.

 

The Power of Your Story … and why it belongs in your marketing

Why are you in the business you are in?
How did you get where you are today?

Your prospects want to know about you. Since the beginning of time, one of the most poweStory_KellyRobbinsrful ways to connect with people has been to share your story. In business we do this on our website, in talks we give, and during sales conversations.

Your personal story can be:

  • Inspiring. 
  • Motivational.
  • Show positive character traits.
  • Make you human and relatable.
  • Demonstrate your passion and enthusiasm for why you can help.

Your story isn’t necessarily about making a sale – it’s about making a connection, which is what comes first. It’s a part of what makes your business unique.

Here’s an example of how using your story can create a connection and differentiate your business from everyone else who is doing the same thing:

One of my copywriting students, Mabel, is rewriting a website for a security alarm company. Mabel is tasked with writing copy for a company that is not getting any leads from their site, has five video’s on the home page (one per page please) and is in a competition heavy industry.

The main reason this company is making no connection with visitors is they just list products. There is no story. WHY are they in this business? HOW are they unique from the other 20 companies that do the same thing? WHY should I trust you?

Sharing the founder’s story could be the differentiator here. Now, I don’t know his story – but I would bet there is one. People usually have a reason for getting into the business they do. It’s been in the family for generations, he was held at gunpoint and almost lost his life, or lost hundreds of thousands of dollars in merchandise in a robbery. He believes security is important because….

Sharing your personal journey in a way that adds value and demonstrates your expertise takes some well thought out planning and strategy to be successful.

There is a specific way to craft your story for marketing purposes.

How to craft your story:

  1. Here’s where I was
  2. Here are the obstacles I overcame/challenges I faced

              – Turning point               – Turning point               – Turning point

3. Here’s where I am

Here’s an example of how this looks with my personal journey:

  • I was working a secure corporate J-O-B, had a custom home and two beautiful girls (with a third coming soon).
  • Life was completely out of balance. I was sick to my stomach not being home with kids AND not feeling I was doing enough at work. I was also getting bored and started questioning my life. Was this really it? Continue climbing the corporate ladder where I didn’t really fit in? This can’t be me living my life on purpose…
  • So I quit my job and started a freelance copywriting business
  • 5 years later maxed out on time and income – created info products/onsite trainings. Biz up, then nose-dived. WHY????
  • I went through a Spiritual journey/personal development period. What does it mean “doing vs being” and how does that affect making money? I was learning how to overcome my obstacles.
  • Made 23K in one month when came back to work from healing period. I now coach and help other entrepreneurs to grow their business through my coaching/training.

The outline for this story is mine. Can you see how this shows why I do what I do?

You can create this same type of story about your journey and how it relates to you serving others today. Take some time to think through it today.

Need some help with your story?

Schedule a no-cost consultation with Kelly Robbins, MA now.

Do You Give Your Business Good Enough or Your Best?

The difference between doing “good enough” and “your best” is an interesting thing to look at particularly when it comes to business. You may have to think for just a second about the difference (I know I did) and then it’s easy to move on to the next thing because you intellectually understand the concept.

However, you have to be careful here because you can understand a concept but not be practicing the action you think you are — a look at the results you are receiving will show if you are giving your best. Good enough and your best are energetically different and a quick look at your bank account and your calendar will tell you which you are doing on a daily basis.

I recently returned from Las Vegas where I participated in a four-day intensive training with millionaire business coach David Neagle. I spent the four days bringing into my awareness where I act from a place of good enough rather than doing my best. It was eye-opening for me and I hope to share some of that with you so you can grow from my experience as well.

One of the biggest awarenesses I walked away with was where I stop when I should keep going, why and what stories go on in my head that validate my stopping. There are specific areas in my business where I stop at “good enough” and I had great reason to do so – reasons that seem to me very logical in the moment.

My stories rationalize my changing tasks rather than continuing on when I face a challenge. I now clearly see why stopping where I do has affected my results.

MombalanceToday the challenge for YOU is to discover where you are stopping and why….

Once you are aware of where you stop and what stories encourage stopping you can also pay attention to the physical reaction your body has when you are about to take that next step.

Now that I am home and outside of the simulated environment in Vegas I am noticing my physical reaction more than the story because again, my stories are quite legitimate. Now I quickly notice a familiar panicky feeling in my body and I know to pay attention to what I am doing and why a particular fear is coming up. I can now consciously make a choice to keep going.

Next time you are pushing yourself past your comfort zone – perhaps making sales calls or attending a networking event – notice your physical reactions (like you want to throw up or you get restless or your stomach is in a knot) –  and what reasons pop in your head to do something different.  I’ve had students tell me “I don’t have the right type of sample, the prospect was referred to me but they are not in my niche, I won’t know anyone, I don’t know what to say, I talked to two people and no one else looked right.” The list can go on and on.

The awareness lies in becoming aware of the stories you tell yourself that give you permission to stop taking action. I realized growing up with perfectionist parents (and I am extremely conscious that I do NOT want to repeat the prefectionist tendency) that “I did it once, that’s good enough” was a big story. But the fact is it wasn’t enough, it wasn’t my best. “You can ALWAYS do more and work more – I don’t choose to live my life that way” is another story that was sucking me in. What is the line between doing my best and being a perfectionist – which is completely unattainable? I don’t know, but I do know it was not where I thought it was.

If you want to change your results you have to change yourself. Look at your family and think about the generations of past stories and programming you were raised with. How does this affect the choices you make now?

Becoming aware of areas you are giving “good enough”, whether conscious or not, will make the difference between making the money you desire or struggling in your business.

We both know what you are capable of achieving . You may have to grow to step into it.

We both know what you are capable of achieving . You may have to grow to step into it.

Happy Copywriting!

Kelly Robbins, MA