I’m currently researching for a 25 page article on the role of poetry in business and I came across this poem – We Are the Music-Makers – by Arthur O’Shaughnessy.

I think the first verse is so true of entrepreneurs although he was talking about poets. What do you think ?

Putting a list of your seminars up on your website and referring to this on your FB page and LinkedIn status is not likely to sell you many tickets unless you have a tight group of local people following you and in neede of your workshop or seminar.. If you sell through Eventbrite then anyone looking for such an event or training session will check on Eventbrite and find you. If they do a key word search in Google they are unlikely to find you.

Here are some other marketing suggestions for you to consider:

• Get the venue to help in the marketing – after all it’s promo for them too – but … be sure to stay in control of the marketing
  • write the flyer they can put in reception
  • write the blurb they put on their website
  • write a short article for their newsletter
•  if it’s a venue that does a lot of classes and produces  a brochure find out if they’ll produce the next one in time for your event to be included – if yes then write a description of the event
•  if they regularly have classes that attract your target clients negotiate setting up a welcome table so that you can talk to people about your event
• once you agree with your venue what marketing materials they’ll distribute and where they’ll do  some promo make sure you check to see that the e-mails are sent, the fliers are put out, the newsletter is created, etc. Don’t assume that just because they said they’d do it that the tasks will get done.
• produce some flyers and distribute them in local cafés, at the library, the community centre, the local sports centre, lwyers offices, dentists offices, spas – the  places where your target client are likely to be. make sure they grab the attention and provide all the details – name of event, day, time, venue, what people will get by attending, a photo of you and a brief bio
• contact the local press and radio especially if you have a back story that makes you newsworthy or if your why is likely to resonate with them
• promo your event on your LinkedIn status and on local LinkedIn groups that you belong to and are active in

The secret to marketing success is to be very clear on who your target clients are so that you are sure to be offering what they want, at a venue they are willing to go to, at a price they are willing to pay and that you reach out to them in the right place using the right messages.

No-one wants to speak to empty chairs – right ?!

David Newman at Do It! Blog: Marketing for Smart People™ penned a very thought provoking article recently about the difference between an audience and a market.

I fear most of us have an audience rather than a market.

David came up with 17 differences between a market and an audience. I’ve listed some of them below:

1. An audience listens – A market pays attention
2. An audience wants entertainment – A market wants to solve problems
3. An audience values an experience – A market values expertise
4. An audience wants to watch – A market wants to act
5. An audience wants information – A market wants implementation
6. An audience reacts – A market responds
7. An audience wants their questions answered – A market wants their answers questioned
8. An audience wants you to be popular – A market wants you to be right
9. An audience likes your ideas – A market implements your ideas
10. An audience applauds – A market refers
11. An audience says, “Thank you” – A market says, “Thank goodness!”
12. An audience will HEAR you – A market will PAY you

My own view is that having an audience is great if they provide referrals – otherwise it’s better to spend time and energy building a market.

What do you think ?  Would you add anything else ?

Click here to check out David Newman at Do It! Blog: Marketing for Smart People™  He has some great insights, free stuff etc etc

As many of you know I’m about to launch my new programme Financials Simplified so I’m really tuned in to articles related to managing the financial side of being in business especially if you’re a new business or running a micro business. This article by Ali Brown resonated with me so I decided to share it with you.

“How to Handle Debt As You Grow Your Business” by Ali Brown – April 11, 2014

This article by Kathleen Ann at Power Up Your Marketing looks at the compelling reasons why you should be doing webinars to get visibility and credibility.

How you spend your marketing time and money is a key decision that will determine not only your eventual success but how long it takes you to get there.If you want to maximise your return on both of these precious commodities you simply must include webinars in your marketing mix. For a start, no matter what product or service you offer, virtual webinars are the ultimate vehicle to deliver your information from the comfort of your own home or your office.At the same time you can reach more people and your geographical location is not important. As long as you have an internet connection and a webinar platform you can host a webinar.But it’s the added bonuses that are an automatic outcome of using this strategy that will really compel you to take action.Take a look at these 9 Compelling Reasons Why You Must Hold Webinars 1. Create connection with your audience Webinars are an interactive medium that puts you in the driver’s seat. Whether you’re the host presenter or guest presenter you can deliver information to your audience and have a two-way dialogue. Your audience will have the opportunity to chat live with you and experience a more personal connection. 2. Demonstrate your expertise Whether you’re the host presenter or a guest presenter, you will be in the spotlight and be able to demonstrate your expertise to your chosen audience. They will be on the call because they are motivated to hear what you have to say and that’s a marketer’s dream. 3. Raise your credibility You will naturally raise your level of credibility by using webinars. Once again whether you’re the host or guest presenter, you’ll be seen as a credible source of information when you deliver it live, to a participating audience. 4. Build your list If for no other reason you will want to use webinars as a list building strategy. By inviting other experts as guests on your call or appearing as a guest expert on their call you can quickly reach new audiences and attract new members to expand your tribe or list. 5. Create information product content One of the quickest and simplest ways to create new information products or content for your newsletter or blog is to record your webinar. You can capture every word. The audio becomes an MP3 file that you can have transcribed or produce as a CD. Then you’ll have all the elements you need to re-purpose your material in a number of different ways to truly leverage your time. 6. Expand your peer network Whether you’re inviting guest speakers or seeking speaking opportunities you will be networking with your peers and building strong relationships. This network is as vital as your client list to grow your business. Many Joint Venture opportunities begin as an invitation to team up on a webinar. 7. Educate your clients and potential clients An underrated outcome of holding webinars is that you get to educate your audience about what and how to think about your subject. You set the agenda. So you are in control of the topic, the content and the details of the information. This is a powerful marketing concept that’s deceptively simple. 8. Increase your profile and authority Be prepared to be noticed. Your public image and profile will be enhanced as you become a sought after authority on your subject. Clients and colleagues alike will talk about you, tweet and blog about you as well as send invitations to others to recommend you. Holding webinars will raise your status. 9. Produce bonus material By recording the webinar you have an item that you can give as a bonus to your potential clients or current clients to introduce or reward them. Or give the recording to your guest presenter and other entrepreneurs to bundle as a bonus with their products which will expand your reach into new markets. So you can see, there are so many rewarding reasons to hold webinars that you simply must have them in your strategic arsenal. Bottom line is you will leverage your time and make more money while building a strong foundation for continued expansion of your business.

©2014 Kathleen Ann, Your Money & Marketing Champion. Get Kathleen Ann’s FREE “7 Must Know Secrets to Business Branding Success” audio plus transcription and her FREE small business direct marketing strategies and resources at http://www.powerupyourmarketing.com

I came across this on the internet today. Famous copywriter, John Caples, wrote this ad that was considered the very best of its time and is still a classic. It is worth reading every word and then … go and apply it’s principles to your own sales copy.

[Headline]

They Laughed When I Sat Down At the Piano But When I Started to Play! —

[Caption]

“Can he really play?” a girl whispered. “Heavens no!” Arthur exclaimed. “He never played a note in his life.”

[Body Copy]

Arthur had just played “The Rosary.” The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confidently over to the piano and sat down.

“Jack is up to his old tricks,” somebody chuckled. The crowd laughed. They were all certain that I couldn’t play a single note.

“Can he really play?” I heard a girl whisper to Arthur.

“Heavens, no!” Arthur exclaimed “He never played a note in all his life… But just you watch him. This is going to be good.”

I decided to make the most of the situation. With mock dignity I drew out a silk handkerchief and lightly dusted off the piano keys. Then I rose and gave the revolving piano stool a quarter of a turn, just as I had seen an imitator of Paderewski do in a vaudeville sketch.

“What do you think of his execution?” called a voice from the rear.

“We’re in favor of it!” came back the answer, and the crowd rocked with laughter.

[Subhead]

Then I Started to Play

[Body Copy]

Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic. I played through the first few bars of Beethoven’s immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless — spellbound!

I played on and as I played I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade — seemed to grow dim — unreal. Only the music was real. Only the music and visions it brought me. Visions as beautiful and as changing as the wind blown clouds and drifting moonlight that long ago inspired the master composer. It seemed as if the master musician himself were speaking to me — speaking through the medium of music — not in words but in chords. Not in sentences but in exquisite melodies!

[Subhead]

A Complete Triumph!

[Body Copy]

As the last notes of the Moonlight Sonata died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carried on! Men shook my hand — wildly congratulated me — pounded me on the back in their enthusiasm! Everybody was exclaiming with delight — plying me with rapid questions… “Jack! Why didn’t you tell us you could play like that?”… “Where did you learn?” — “How long have you studied?” — “Who was your teacher?”

“I have never even seen my teacher,” I replied. “And just a short while ago I couldn’t play a note.”

“Quit your kidding,” laughed Arthur, himself an accomplished pianist. “You’ve been studying for years. I can tell.”

“I have been studying only a short while,” I insisted. “I decided to keep it a secret so that I could surprise all you folks.”

Then I told them the whole story.

“Have you ever heard of the U.S. School of Music?” I asked.

A few of my friends nodded. “That’s a correspondence school, isn’t it?” they exclaimed.

“Exactly,” I replied. “They have a new simplified method that can teach you to play any instrument by mail in just a few months.”

[Subhead]

How I Learned to Play Without a Teacher

[Body Copy]

And then I explained how for years I had longed to play the piano.

“A few months ago,” I continued, “I saw an interesting ad for the U.S. School of Music — a new method of learning to play which only cost a few cents a day! The ad told how a woman had mastered the piano in her spare time at home — and without a teacher! Best of all, the wonderful new method she used, required no laborious scales — no heartless exercises — no tiresome practising. It sounded so convincing that I filled out the coupon requesting the Free Demonstration Lesson.

“The free book arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course.

“When the course arrived I found it was just as the ad said — as easy as A.B.C.! And, as the lessons continued they got easier and easier. Before I knew it I was playing all the pieces I liked best. Nothing stopped me. I could play ballads or classical numbers or jazz, all with equal ease! And I never did have any special talent for music!”

[Subhead]

Play Any Instrument

[Body Copy]

You too, can now teach yourself to be an accomplished musician — right at home — in half the usual time. You can’t go wrong with this simple new method which has already shown 350,000 people how to play their favorite instruments. Forget the old-fashioned idea that you need special “talent.” Just read the list of instruments in the panel, decide which one you want to play and the U.S. School will do the rest. And bear in mind no matter which instrument you choose, the cost in each case will be the same — just a few cents a day. No matter whether you are a mere beginner or already a good performer, you will be interested in learning about this new and wonderful method.

[Subhead]

Send for Our Free Booklet and Demonstration Lesson

[Body Copy]

Thousands of successful students never dreamed they possessed musical ability until it was revealed to them by a remarkable “Musical Ability Test” which we send entirely without cost with our interesting free booklet.

If you are in earnest about wanting to play your favorite instrument — if you really want to gain happiness and increase your popularity — send at once for the free booklet and Demonstration Lesson. No cost — no obligation. Right now we are making a Special offer for a limited number of new students. Sign and send the convenient coupon now — before it’s too late to gain the benefits of this offer. Instruments supplied when needed, cash or credit. U.S. School of Music, 1031 Brunswick Bldg., New York City.

This article is verbatim from a super useful post by Kim Kirmse Toth. She lists 10 ways  you can make money from coaching.

1. One to one Coaching. I know that’s working ‘dollars for hours’ and I know that I don’t promote this but if it gets you started, then do so.

2. One to one Coaching, also called Private Coaching, where you Package it.  Possibly a 3 month or 6 month program. This can be easy to put together when you are just working with 1 person. Know your outline, what you are offering, then start them where they are. And one more thing? Honor yourself and price this well. Do not give away your services!

3. Group Coaching, again Packaging it for a certain amount of time. I.e. 3, 6, 9 or 12 months.  You may want to create a product then design the program around it. You always want a beginning and an end.

4. High End Platinum Program, where you work more intensively with a group of people all working on the same topic, i.e. weight loss, business building, book writing.

5. Private VIP Days, these are generally 4 – 6 hours. You can totally cater this time to what your client wants. It will be highly effective way to really get someone jump started. They are fun to do and good income for you.

6. Group VIP Days, again, 4-6 hours but with a group. I think the best amount of people is 3 – 10. Over 10 and people don’t get enough time. You can offer these at a lesser price point than Private and the interaction between the members can be great fun. Both of these are often referred to a Virtual Retreat Days.

7. Live Coaching Retreat, where a group of like minded people join together for 2 or 3 days. It’s a wonderful way for you as the coach to show your expertise, but another wonderful thing is the relationships that can evolve.

8. Coaching Conference, same basic concept as above but on a much bigger scale. This can be anywhere from 50 people to hundreds, usually requiring a stage.

9. Coaching Club, this can be ongoing or time limited. You can charge monthly fees or quarterly. These usually consist of a certain amount of calls per month with you being the lead but having time where the group is all together, getting and offering support.

10. Coaching Gym, this is where you set aside time that you are available for people to call in to speak with you privately. These are generally 15 minutes. You can either have people call on the 15 minutes of the hour or you can have them set up a pre-scheduled time. Great for laser coaching.

Kin suggests the following Action Step: Pick just one idea and get it implemented.

Kim Kirmmse Toth lcsw, pcc is a Strengths-based Coach and Trainer. She has an expertise in empowering women after 50 to tap into their strengths to create their best future and awaken their dreams. Kim has devoted the last 24 years of her business life running her own private therapy practice and beginning a successful coaching business since 2002. Kim brings her decades of experience to help women either struggling with their on-line business or taking what they already have to new and exciting levels.

If you are ready to get your Moxie in motion and build that business you have always wanted Kim is your gal. Full of life, energetic spirit and exceptional skills Kim is your connector to your magical future. Let the Transformation begin!  Check out Kim’s Programs page on her website by clicking here.

The other day I read an article by Aron Brajtman on LinkedIn entitled: Are You Asking the Right Questions?. It was so pertinent to all of you starting and running a business that I asked if I could use it verbatim as a blog post.  Aron generously agreed.

Business owners focus on the ongoing issues. They deal with problems, investment opportunities, and the creation of plans. Even their focus on growth is conducted in a similar manner. They ask questions and formulate answers to questions such as:

What is our market share?
What are our profits?
Are the sales up?
What is our employee turnover?
What’s our competition doing?

All of the above are legitimate questions and a necessary part of evaluating operational excellence. However to avoid being blindsided and to avoid a death blow to their business, that type of focus is necessary, but not sufficient. They also need to look around corners.

They have to ask:

• Who are we not serving and what services are they currently using?
• Who is providing those services?
• What do we not know about the consumers who are not buying from us?
• What is being invented/developed in other industries that may be a threat to us?
• What’s missing from the happy customer picture?

Those questions can reveal blind spots in your vision, and to eliminate these blind spots you need tools . Some of the tools include :

• Survey unhappy customers. Ask why they are unhappy.
• Find mavericks within your company and industry. They will often serve as an early warning system.
• Former customers; why did they leave and where did they go?
• Read blogs. They often reflect the pulse of the market.
• Check out rating sites. See how you rank in terms of user satisfaction.
• In general check the periphery of the industry for threats barely visible as yet.
• Measure the growth in your portion of the wallet share of a consumer; Is it growing or decreasing?
• Look for substitution potential for your service or product.
• Visualize the ideal future for your customers. What would they want if someone could give it to them?
• Where does friction occur currently between your business and your customers?
• Ask yourself; if we were starting from scratch, would we enter this business?

Your task: think about the things you should be asking your customers so that you don’t get blindsided.

Aron Brajtman owns an accounting firm whose mission is to revive “stuck” businesses and to turn them around.

For more information please go to www.abrajtman.com