Which is best for conversion? Websites or landing pages?
Answer: NEITHER (as we know them today)
This is a little longer of a training (23 minutes), but it gives so many good lessons including:
- What your home page should look like and WHY
- What your navigation bar must consist of and WHY
- How to get more conversions WITHOUT needing more traffic
- What 3 things your website must do if you want leads
- and about 10 other little shiny diamonds sprinkled throughout 🙂
This little training is 9 minutes long and shows you how 2 identical pages can have VASTLY different conversion rates.
The only difference? The offer.
I also go over the actual number of leads since this is a hot topic for many local fitness business owners, but something that is often misunderstood.
Last night I attended a powerful foster parent training session, and believe it or not, it was loaded with website and sales lessons. I hope you don’t miss this video. It’s powerful.
Run time: 10:54
Have you ever heard of the “1000 True Fans” strategy? It’s quite simple and I actually like the concept a lot. But what often gets left out of this simple strategy is the “how” – how do you get 1,000 true fans to implement the actual strategy?
So I cover that (and more) in today’s training.
Here’s how 1 word on your website can lead to more sales – or lost sales. This isn’t a video about copy necessarily, but instead a more subtle lesson that is rarely taught or talked about.
Run Time: 5:32
Here are 3 pieces of proof that a website (done correctly) will lead to more revenue in your business. I also share my exact process that turns website viewers into email readers and ultimately paying clients.
Nothing beats actual proof that a system works!
Run Time: 12:34
I wrote back and thanked Mike for giving me such specific feedback and congratulated him on doing so well! Here was his response back to me…
One way to instantly stand out from your competition and become the go-to person in your industry is to have an abundance of testimonials. This video shows you an easy (and free) way to grab testimonials from Facebook, email, or any place online, and blur out parts you want to keep hidden.
Run time: 5:50
When people think of your industry – you want them to think of you. So if you’re a fitness business owner in Ithaca, NY then you want the good people of Ithaca to think of you whenever they think of weight loss results.
One way this celebrity status is created is through your website and online presence. Your vibe will attract your tribe.
Run time: 12 minutes
This is one of my favorite trainings because there are so many lessons included.
- Sales lessons
- Copy lessons
- Website Layout and Design Lessons
- Branding Lessons
- Referral Lessons
- and more…
Give yourself 22 minutes to watch this. I think you’ll get great value from it. In the video I mention an ad… an image of that ad is below the video.
You’re doing live, but are you using it to its fullest potential? Embed that baby into your website to get more traction from it and to season your Facebook pixel! This makes your cost per lead less and helps you focus in on the right people that SHOULD be seeing your ad.
This is one of my favorite trainings so far because it lets me get across some really great lessons by using another industry – guitar lessons! I show you a local business’ funnel and how it can be improved so that you can map those lessons on to your business.
You all know that I rarely interview people in the fitness industry because it’s riddled with “experts” wanting to take your cold hard cash and not really caring too much about you, your business, and your success.
So today I am SUPER PROUD to introduce you to Alicia Streger. She started out in the fitness industry, grew a successful business, sold it, and started working with other fitness business owners – and has tons of success stories to prove how good she is.
Systems = BORING! I know. But this interview will give you actual, usable stuff that will help you become an owner and not an employee of your own business. Guys (and gals!)… this is the stuff that gets you from point A to point B in your business.
– OR –
(I talk about these in the video above… use them as actual programs OR really great freebie offers for your opt ins!)
It occurred to me that I could also add in other types of reviews on this page so here is a Facebook ad review I did for a client. It’s a short video (about 10 minutes long) but covers a ton of valuable information.
Here’s Some Feedback From This Client…
This is a great video review for anyone that has a basic website now and knows it needs to be more dialed in for the upcoming new year. I go over a lot of basics, but this stuff is critical for having a website that helps grow your business.
Thanks to Heather for submitting her site for a review!
Ever wonder how to grow your Facebook “likes” or what a Page is used for? Here’s my strategy that you can copy or at the very least get some good ground info on Pages and why they are fading away… but still absolutely critical to have.
In the video I mention that I will share a link with you so you can invite all of your friends at once – Click Here for the Resource
If we are not yet Facebook FRIENDS, please friend me now and watch the process happen in real-time 🙂
“I hired Lynn because I heard GREAT things from a couple friends in the industry and I have to say, I am really impressed. For a super reasonable amount of money, she had the site done extremely quickly, helped me on sticking points, got changes to a logo done with her designer (no charge to me) and was incredibly responsive with questions.
We just went live a couple days ago, but I’ve shown a few people in the industry and they are very impressed. It’s clearly a better designed site with the user in mind, and am looking forward to using it as another way to grow my business!
– Knowledge – You know your stuff inside and out with questions, material on FB, etc.
– responsive – super fast at responding and getting things done… very impressed
– you are a real human being!”
– Benjamin Pickard
“The speed the website was made was incredible. All my silly tech questions afterwards were answered promptly. I promise to leave you a video testimonial soon as I am very happy with your services.” – Sandra Crowe
Make sure your website matches you. Today’s review is a great reminder that when you are most likely your brand and your website should easily promote that to anyone visiting. Thanks to Chad for allowing me to review his website!
When you’re doing any sort of B2B sales it’s critical that your site look professional and be easy to navigate. This is also true of your logo design. Special thanks to Jono for submitting his site to be reviewed!
In today’s video review I pack a lot about opt ins and the specific home page layout that is working right now. Special thanks to Mitch for submitting his website for review!
In today’s review I don’t spend a lot of time on the actual design, but rather on the general idea of a website and how it should be structured. This is a great review if you aren’t in the “weight loss” industry, but instead focus on something a bit more ethereal.
Thanks to Shara for submitting her site to be reviewed!
“Lynn provided my services freaky fast. I was impressed. She was a pleasure to work with. I love the quick turn around time she provides.” – Mara Post
I really liked doing this review. There was something about it where I felt like it had some good fixins’… it just needs to flow better. I talked a lot of about opt ins, the layout of the home page, and making things easy for your possible new client. This last part is where I think the meat of this review is at.
Thanks to Dave for submitting his site to be reviewed!
Thanks to Debbie for allowing me to review her website!
She has some really great things going on, but remember that it’s always important to be specific with your words. The more specific the better – because that is what connects to your target market. This is a great review for anyone struggling to narrow their niche a bit.
This website has some great things about it. I love that Annie took the time to get a professional logo created and photos taken. It really helps the website’s vibe. There are a few tweaks I would make to the home page and specifically to the copy.
Thanks to Annie for allowing her site to be reviewed!
This review spends a lot of time on pre-website stuff like knowing your target market. It’s not possible to develop a high-converting website until you can clearly detail your audience and their burning pains. The website itself has some good things on it though.
Thanks to Rohit for allowing me to review his website!
You can’t be all things to every one. Watch this review where I go over the perfect home page layout, what makes an About page stand out and work to grow your list, and the importance of picking one market.
Thanks to Jeff for allowing me to review his website and share my lessons with everyone.
“I have used Lynn’s website design services for more than 6 years now. She understands the fitness market and our needs. Turn around is crazy quick. Any time I have a question she is there to help. I highly recommend Lynn. Thank you!” – Angela Ramos
This last weekend I attended a tractor parade.
Yes, you read that correctly. Go ahead and get your sarcastic comments out of the way now 🙂
My oldest son (who is almost 3) LOVES tractors so we gathered the extended family and trekked almost 2 hours to see 200+ tractors drive by.
It took me right back to my childhood hillbilly days for sure. I actually had keys to the tractor at age 7. I was a pro mower and it made my grandfather really proud.
As I was watching the tractors go by I noticed one in particular. It was two older guys riding along in an International 1066 tractor and they were recording the whole thing.
My immediate thought was if two old dudes can record their tractor parade journey… surely we can all do more video for our business.
Here’s the picture I snapped. (and here is a larger one that you can zoom in on because you know you wanna get a closer look!)
I hope you know by now that my style, my brand, is one of honesty and caring about you. I don’t want you running in circles and trying to be everywhere at once.
I don’t want you to be on Twitter, learning FB ads, optimizing your website, doing your own graphic design work for your business cards, networking, servicing clients, boosting posts, writing articles for guest posts, etc etc etc…
Being Everywhere Is NOT the Answer, but Being Where Your Audience Is – Well That Is the Answer.
Video is vital.
You don’t have to run out and buy lights and a fancy camera. I use the Logitech c930 webcam to shoot almost all of my videos. I use the Blue Snowball microphone for the audio (it’s better quality). A lot of people recommend the Yeti microphone, but I already had the Snowball. For my Facebook live videos I just use my Samsung Galaxy S7 phone.
That’s it. And before I invested in the c930 and the Snowball… I used my laptop webcam and built-in microphone.
I’ll be creating more and more How To videos on these topics for The Coffey Club members very soon. If you’re not yet a member consider getting on board right now. It’s good stuff and keeps you connected to what actually works in growing your business. It’s legit. I even have testimonials 😉
So the Point… Don’t Make Connecting with Your Audience Into a Big Ordeal.
Take a simple cell phone video and send it to your list, post it to your website, add it to your Facebook page. And repeat.
Your audience likes you. They trust you. They want to hear from you so long as you give them value.
If these 2 old hillbilly tractor dudes can remember to shoot video… surely we can remember more often too 🙂
PS – Members of The Coffey Club are LOVING it. You don’t need to have a website with me to join. Check it out and get all the new training that’s about to be added – and I’m talking training that you can actually implement – not stuff that wastes your time.
When you have a membership site it is imperative that the live public pages hook your target audience and get them to opt in for something. Then you can nurture your relationship with them until they’re ready to take your next offer (maybe a free week trial or $1 trial) and then become full-fledged members.
Thanks to Cindy for submitting his site to be reviewed. I hope you got some good stuff from it.
In this video I give some feedback to an existing client named Chris. He is changing up his target market to be more precise and more on point – more niched. His market is more defined and it will allow him to easily differentiate himself from all the competition he faces and generate new collaborative partners.
One other main point I want to make, when choosing a target market don’t ever feel as though you are stuck with them. You’re not making a life or death decision. It’s easy enough to pivot using simple copy edits when you need to.
This is one of my favorite reviews because the website was created by a “professional” company. Yes, the design is nice but once you start to scratch the surface you’ll find so many issues. I’m a huge proponent of NOT spending thousands on your website design – only to be left with a site that doesn’t work or convert.
Thanks to Benjamin for submitting his site to be reviewed. I hope you got some good stuff from it.
Don’t use Aweber to make a form pretty. Instead create a basic form with a transparent background. Use your website or landing page for all of your design needs. Here’s a short video that shows you exactly how to build a basic form within Aweber.
If you decide to start using Aweber, please consider buying through my affiliate link. As always, if you become a client of theirs (or already are a client of theirs) and have questions… let me know and I’ll do my best to help!
Your website is your storefront. It’s often times the very first thing a prospect sees when they’re looking into your business. In this review I go over the importance of showing how an outdated website with no hook can actually hurt your business. I show quite a few demo sites to drive home the importance of design, images, copy, etc.
Thanks to Joel for submitting it so we can all learn how to use our website to the fullest.
This is a great review for those that are just getting started. I talk about the importance of a targeted market and how that carries over to your site. I also talk about focusing on the main point of a website – to generate leads. Anything that detracts from that should be avoided.
Thanks to Luis for submitting it so we can all learn how to use our website to the fullest.
Here’s the next video review. The big takeaway in this video is the importance of “things” earning their place on the site. Does each navigation tab really matter? Does all the content really matter? What makes the most impact on a website?
Thanks to Maria for submitting it so we can all learn how to use our website to the fullest.
When it comes to running a business you need tools. Period. You can go out and buy 4 different programs, spend a lot of money, and get totally frustrated that those programs don’t “talk” to one another… or you can use software that works.
I know some of you watching this have tried Infusionsoft and got overwhelmed and some of you simply cannot afford it. Whatever boat you’re in please watch this video as it’s filled with best practices and tips to make software work for your business.
I take you inside of my Infusionsoft account and show you exactly what I use and why. Whether you use Infusionsoft or another program… take these tips and implement them into your business. Systems are everything!
While this isn’t a sales push for you to invest in Infusionsoft, should you decide to do it please consider buying through my affiliate link. As always, if you become a client of theirs (or already are a client of theirs) and have questions… let me know and I’ll do my best to help!
It’s a glorious day here in Ithaca. It’s bright and sunny and about 82 Degrees.
Ithaca is located in central New York. We’re called the Finger Lakes region and we’re best known for our wineries. We give Sonoma a run for their money most years.
But our winters are… well… ridiculous.
So last winter our visitor’s bureau decided to change their website’s home page and tell people to go to Key West instead. They had no idea what was in store for them!
Here is a screenshot of the home page. Read it through. I find it very funny.
If You Click on the Image It Will Open a New Window and Show You a Larger Version.
Expedia, Priceline, Greyhound, and other travel websites started running deals from Ithaca to Key West. Our mayor was interviewed on morning talk shows.
I’m telling you it showed up everywhere.
So what in the sam hell does this have to do with you? (Please excuse some of my hillbilly language.)
Look, I constantly preach that the best way to be successful in business is to be true to you. Stand out and be different. Be you. Whatever that means. (here’s a secret – this is part of your branding!!)
This small and funny joke turned into a huge media blitz for Ithaca (a town of 30,000 that swells to 60,000 when Cornell and Ithaca College are in session).
Want free publicity? Be different.
Want to get on the radar of media? Be different.
Want to reach more people that have never heard of you? Be different.
Want to generate more visitors/sales? Be different.
The Ithaca Visitor’s center called Key West and asked permission to use them on the website. They said yes, not thinking much of it. Because of the media frenzy you’ll be glad to know that both Key West and Ithaca greatly benefited.
That is the definition of a true strategic partnership. A win-win.
In fact, smart entrepreneurs in Ithaca even made out. For example, our town has a slogan. Maybe you’ve heard of it? It’s “Ithaca Is Gorges”. If you don’t know, we have tons of gorges here and well… it’s gorgeous here too. So the play on words works great.
So a local custom t-shirt maker decided to make “Key West Is Gorges” t-shirts. See the article here.
So are you being boring and doing what every one else is doing? Time to stand out! Time to be different and brand what makes your business so amazing.
I get a little choked up in this video. It’s really my entire life and business philosophy summed up into a little 10 minute video. If this connects with you then you’re in the right place.
Here is a link to view some pictures of the 2 ladies I talk about in the video.
I also mention being Facebook friends. If we aren’t already connected please connect with me here.
If you create videos then I hope you’re using YouTube to help distribute them. While YouTube marketing is an intenstive marketing tactic to learn, today I wanted to share with you something rarely known – you can add custom links to your YouTube cover art!
Watch this short video and implement it within 10 minutes! Easy!
Check out this review I did for Michele, a health coach, looking to get her website up to par. Her goal is to help women who have health issues… but does her website reflect that and hook the right target market?
Thanks for submitting your site to be reviewed, Michele!
Knowing your niche is step 1 in creating a website that works for your business. Check out this review I did for Hollis, a health coach, looking to grow her business by streamlining her website and being more focused. I also go over something I’ve yet to cover in a review and it’s the “I” or “Me” syndrome.
Thanks, Hollis, for submitting your site to be reviewed!
The truth is… we rarely have conversations that matter. No one prepares you for the tough conversations you have to have as a business owner.
- What happens when a client is falling off the wagon? How can you re-motivate them and keep them committed?
- What happens when an employee is going lame? How do you re-energize them to meet their goals?
- What happens when you can’t emotionally connect with a prospect during the sales cycle?
Hard conversations are… well… hard.
In this interview Rachel Rosen and I go over some really great concepts that you can use in business (and your personal life too!) Resources mentioned at the very end of the video are included below for your convenience.
An Overview of the 6 Steps (very helpful after watching the video)
Being a consultant doesn’t mean you have to be corporate, stuff, or bland. This is a great video review of someone that has some great website elements (like her graphics) but struggles to arrange everything on her site so that it makes sense for the website visitor. Lots to learn (and apply) from this review.
Thanks, Chanie, for submitting your site to be reviewed!
Happy Tuesday morning to you! What a night I had last night. I stayed up way too late for my comfort watching the DNC convention. But I’m awake and ready to go now 🙂
The other day I saw this meme and immediately knew that I wanted to write to you about it.
You may be surprised but most of my passion about business comes from the idea of not giving up – despite the struggles of being an entrepreneur.
I see so many small business owners fizzle out. Not because they’re lazy and not because they don’t have what it takes… but because it’s so damn complicated to run a business these days.
There are government regulations to abide by, employee laws you must follow, Facebook ad issues, website dilemmas, budget hiccups, “experts” filling up your inbox, and the thing that we dare not talk about…
There has recently been a little buzz about entrepreneurial depression, but I’m mostly interested in entrepreneurial sadness.
The depression bit is out of my league to talk about freely as I’ve never suffered from it and am not qualified in any way to talk about it. It’s a clinical issue that requires professional therapy and if you suffer from it then please reach out to a professional.
But Sadness… That Is Something I’ve Experienced in My 10+ Years in Being in Business.
It can get lonely. No one really gets how much there is to figure out, how much pressure we feel to succeed, how isolating it can be… except other entrepreneurs.
So today’s post is simple… I want you to know that we all suffer from sadness at times. We all question our choices at times. We all feel alone at times. We all wonder if we’re doing all we can to succeed at times. And we all wonder if we will succeed at times. And yes, even when we’ve “succeeded” we wonder if it will last.
But that doesn’t mean we quit. It doesn’t mean we stop pushing forward. It doesn’t mean we give up. It doesn’t mean we ignore these feelings. It means it’s part of our journey as business owners and it means we’re totally normal.
So be the surfboard – and know it’s okay to be a sad surfboard… but it’s not okay to think any less of yourself because of that.
PS – I know this can be a touchy subject so I don’t expect many comments about this… but if you have something to share, even just a kind word, I’d love it if you could leave a comment here for others to read.
I seriously wish you could be with me when I sit down to write these posts to you. It’s a favorite part of my day.
I LOVE connecting with people about life and business. And lately I’ve been seeing an explosion of “coaches” and marketers using words that, quite frankly… annoy the living daylights out of me.
So here’s my promise to you… I will never say these 3 words:
– Client Attraction Machine or anything that sounds similar
It just feels so slimy. “Hey, bro… let me hustle hard until I get these suckers to my tripwire where I upsell them into my client attraction machine for $5k.”
When you treat your possible clients and current clients like a commodity… you’re in real trouble and you’ve lost what’s important in life – relationships.
My nickname should be: The Preacha (that’s “preacher” with some slang added on!)
So what does this have to do with you and your business?
Make sure you’re using the language that your target market uses. Here is a specific example.
Your ideal client is a middle-aged woman who wants to lose 30 pounds.
Should your copy mention words like: ripped and shredded?
But what about the word “lean muscle”? After all, you know they have to add some muscle in order to sustain permanent fat loss. So should you use it?
It should contain words like: weight loss and tone up because this is how your target market talks.
Most middle-aged women don’t want to add any muscle even if you know they have to do that in order to reach their goals.
Create a list of common words and phrases that your target market uses. How do you find these words? Interview them! Ask them directly what their problems are, what they’ve done to try and solve the problems, and how they feel emotionally.
Use their exact words and phrases in your ads, your headlines, your post topics, etc. This will guarantee a better connection with them and help increase your conversion rates.
There are so many tools and programs to create landing pages or sales, but my favorite remains LeadPages (the link will open in a new window).
Watch this video that shows you how to use their new Drag and Drop builder to create a page from scratch. You can use the instructions to also easily edit one of their existing templates.
As you may know, I am not a huge fan of collecting pieces of software. I like to keep things easy and simple. So if you just need a page or 2 designed and don’t want to pay for your own LeadPages account then let me know. I’ll get you set up under my account and save you some cash (applies only if you are a current website client of mine).
As promised in the video, here is the direct link to see their website.
This is a GREAT video review for anyone just starting out in business, or someone who has an established business but their website just isn’t cutting it. So much of a great online presence comes from knowing your business fundamentals. Rachel boldly submits her site for review even though she knows she’s just barely started her business and has a lot to do.
2 weekends ago I was pruning a branch that was unruly. The branch was maybe an inch thick – nothing too terrible.
Before I go on you should know these 3 things about me…
- I can be pretty dumb about some things.
- I am outdoorsy, but not the best at yard work/gardening (my wife is great at it!)
- I’m pretty weak.
So I got the pruners and started to prune the branch which was above my head. It wasn’t budging.
Like I said… I’m pretty weak.
So I decided to place one handle of the pruner against my rib cage and place both hands on the farthest handle. I pulled the farthest handle in towards me while using my body as leverage. I pulled as hard as I could.
See #1 in the list above.
Needless to say, I heard a horrible noise. It sounded like I was holding one of those plastic red Solo cups and decided to crush it in my hand.
I dropped the pruners and… well, I’m not gonna lie… I shed a few tears. It hurt like a mofo.
I waited a few days to see if the pain subsided (it didn’t) and then went to the doctor’s office. They had to take an x-ray to make sure I hadn’t cracked a rib.
Luckily I didn’t.
Now Here’s the Lesson…
After I shed a few tears I hobbled over to my wife (who was in the front yard) and told her what happened.
She said to me “Why didn’t you just have me do it? You know I do this stuff all the time and besides you were using the wrong pruners. No wonder it didn’t work.”
To be fair… she made sure I was okay first 🙂
Now that I’m almost back to normal and can take a deep breathe again… I’ve thought a lot about this incident.
And the lesson I learned is this…
- Use the right tools.
- Use your resources.
- And stick to what you’re good at.
Seriously. I wish I had learned this in business when I first started. I did everything myself and because of that it took me so much longer to really ramp up and make the kind of money that I wanted.
If I would have focused on my strengths and outsourced the rest I could have reached more people and helped more people sooner than I did.
So Let Me Ask You… What’s a Funny or Dumb Thing You’ve Done in Your Personal Life or in Business That Has Led to Some Lessons for You?
We all have to email our list, but quite frankly who has the time? And what should we email them? And how to we track it all?
These questions and so much more are answered by Shari Friendman – the email copywriter behind the industry’s biggest names (Elliot Hulse, Vince Del Monte, Coach Scott Abel, The Muscle Cook, and The Lean Kitchen Queen – just to name a few!) Do not miss this!
In the video we talk about a KPI worksheet. I’ve created one for you so you can get started with this asap. Here it is.
Shari’s Email: firstname.lastname@example.org
Have you ever wished that you could find stock images that actually match your business color scheme? Well wish no more! In today’s short video I share 4 programs you can use to not only find stock photos (most for free and require no license) but also find stock photos in your color palette.
In the video I promised that I’d link to each of the websites. Here they are for your convenience:
PS – sorry that my face is kinda hidden behind the watermark. I’ll try to not make a similar mistake in the future. If you expand the video to full screen it may be a bit better.
Even though I mainly focus on health and fitness businesses, there is a lot to learn from reviewing a website outside of your niche. Today I review a local photographer’s website and believe me… I packed a ton into this review. Whether you’re a global or local business or whether you’re a health/fitness professional or not… this review has something for everyone.
Like many of you reading this, I spent last weekend celebrating the 4th of July with my friends and family. For those of you not in the States, this is a holiday where we celebrate our independence from England way back in 1776. No hard feelings to my English friends 🙂
As I played with my kids, ran through sprinklers, had picnics, took naps, and generally relished in the summer days there was a continuing thought that crossed my mind.
It sort of meandered in and out of my consciousness. It would show up in between conversations with family, while lying on the couch about to fall asleep, and while watching my oldest son see fireworks for the first time.
The Question Was This:
What Does Freedom Mean to Me?
I feel strongly that we are made up of the choices we make in life. The good ones and the bad ones.
The more I thought about this question the more clear the answer became. Freedom is doing what I want. Period.
I started my own business to support the lifestyle that I wanted.
My business is what gives me the freedom to drop off and pick up my kids every day. It’s what allows me to be at every doctor’s appointment and teacher conference.
My business is what allows me to travel the world. It’s what allows me the ability to be a foster parent. My business is what allows me to meet interesting people, like you, and have conversations that I love.
My business allows me to take off on a random Friday and go tubing down a lazy river with my wife. My business allows me the freedom I am looking for.
But not all businesses give this freedom. In fact most entrepreneurs that I know are struggling. They’re struggling to either:
A) make a profit
B) work less hours
C) all of the above
And that’s ok. All businesses go through an awkward time when things just really aren’t working. The issue though is most businesses get stuck in this rut until something breaks – either your bank account or you personally.
Your business should support the life you want to live. You should have enough time for your family, your friends, your hobbies, your workout routine, your personal time, etc.
This email serves a single purpose… to remind you that life goes by in a flash. Build a business that serves your life – that is true freedom.
So what does freedom mean to you? Let me know in the comments below. Don’t be shy… taking a small step like leaving a comment is part of being bold.
Stay Focused. Stay Passionate.
PS – Members of The Coffey Club just received an email with interview I did with a great guy named Bruce W., who has worked with start-ups to pre-public companies.
The 40-minute interview gave some absolutely amazing strategy on how to grow a business while working less hours. It also revealed the fastest way to get your life and business goals aligned. Here is the interview.
The Coffey Club has not yet officially launched (only VIP members were given access). If you’d like to know more about The Coffey Club or get on the wait list please email me.
It’s not every day that you meet someone with an intense history in growing business from start-up to going public. It’s not every day that you meet someone that can share entrepreneurial wisdom alongside business strategy. But today’s interview does just that. Meet Bruce Whipple, a colleague of mine that I speak to several times a week.
Learn more about Bruce:
http://brucewhipple.com – email@example.com
Scott submitted his website to be reviewed and I’m so thankful he did because his main problem is one that almost every health and fitness website suffers from. The good news? It’s an easy fix.
Thanks to Scott for submitting the site for a review. I hope you find it helpful!
It’s a nice and breezy day here in Ithaca. There is a slight wind blowing and later today the town is gearing up for a massive photo shoot to show support for the Orlando victims. It’ll be a great way to show solidarity and gather with others.
I wanted to share something with you today. It’s from a Facebook conversation I had with someone. I want to share the backstory a bit and then give you part of my response to this person.
Here’s My Question to You:
Can You Figure Out What I am Talking About in My Question to Her? This Will Make More Sense When You Read the Rest of This Email.
This person is just starting her business. She is having a lot of trouble narrowing down her niche, identifying their pain points, and creating an offer for them. So she created an online questionnaire that she planned to send to people. She linked to the questionnaire and asked for feedback on it.
The questionnaire asked questions like:
- “What are your interests?”
- “Which 3 of these 9 things are of most interest to you?”
- “Which 3 of these 9 things do you wish were a larger part of your life?”
The 9 things that she listed were all green/natural/holistic living things like mediation, eating organic, spirituality, etc.
So I Wrote Some Feedback for Her.
Here Is My Exact Response to Her:
Hi (name removed)! Great job on creating this questionnaire and asking for feedback. That deserves credit as asking for feedback can be scary.
So with that being said… please take my feedback as helpful and not hurtful. In other words, know it’s coming from a caring place 🙂
Ok, so I am interested in green living and live in a super hippy place (Ithaca, NY woot woot!).
I think the over-all questionnaire is too vague. So I would back up and narrow down your expertise and interests first. What are you so engaged in that you could build a legit, long-term business around?
There’s no way you can be an expert in all the areas you list (mediation, detoxing, food, medicine, green design, etc etc etc). So before asking people what their interests are… we need to first identify what you’re an expert in and want to build a business around.
Here’s my concern… people filling in this form will just give you interests. It won’t give you their pain points within a certain market. So your question about finding your target market and creating an offer for them will still stand.
You want to pick your area first and then dig deeper with possible target market from there.
In other words, let’s say that you LOVE LOVE LOVE nutrition and organic foods… start with that and create a questionnaire from that point of view. Ask what their biggest struggles are with organic foods… this will give you more concrete answers than what you have now.
With all of that being said… questionnaires are not the best sources of information. The reason is because you need your target market to take the questionnaire… but to find your target market you need to get into conversations with them.
I hope you find this helpful. I guess my main point is this… first you need to identify your unique strength and interest. From there, identify a population you’d be interested in serving. Then actually talk to those people. Get all up in their grill… they will tell you their issues, obstacles, problems and they’ll tell you what they want (how to solve their issues).
=== END OF MY RESPONSE ===
At this point she agreed with me and said she is struggling with finding her interest. She sent me this from her About Me page on her website and asked me to find her unique area of expertise.
“I created (website/business name removed for privacy) as a resource hub, to gather info, tidbits and advice of inspiration on your personal journey of connection to Nature. Striving to make the sustainable lifestyle choice simpler, handier and sexier.
I am (name withheld for privacy), your Natural Lifestyle Coach. I am passionate about teaching people how to be more in touch with their own nature, live comfortably in their bodies and take care of the Planet… while having fun!”
=== HERE IS MY RESPONSE ===
I still see it as too vague. I personally find this narrowing down to be the toughest part of business 🙂
You’re essentially still saying you’re going to help anyone with anything related to green-ness, nature, being healthy, etc.
It’d be like me saying I help everyone learn how to cook everything. That will never make it as an online business because it isn’t focused enough.
If we pare it down to say I help women cook health foods… well that’s a bit better.
We keep paring down…
I help moms cook healthy meals…
I help moms with autistic kids cook gluten free meals… that’s specific…
Once you get specific you now know who your target market is… what pain points they have… possible opt ins to give them… topics to write about… pitches to media that position you, etc.
=== END OF MY RESPONSE ===
OK so her response is a bit long… but read it carefully… then read my final response and see if you can answer my question.
Here is her response:
Thanks Lynn! Your example of cooking food is very clear.
The question is, how do I go through the narrowing down process? I think I can’t just decide it by myself, if I want to create a service with a market fit That’s why I designed the “broad” questionnaire you read earlier, to get to know better which area of interest and hidden pains are perceived by the general group of “consciously living people”, so I can create an offer to meet them there.
Also, I really appreciate your feedback and I value your opinion, but there is a part of me that disagrees with the direction we are going 🙂 I’m confident you won’t take it hurtfully… My objection is: I understand an online business should be specific to be successful, yet I see the very value of my advisory practice to be grounded in a knowledge that is as holistic and comprehensive as possible.
If you go to a physio because you have pain in your wrist, for example, she will work only your painful joint, but if you go to an osteopath she will start working on full muscle-skeletal system, if not also the energetic one. That’s the reason why people value osteopaths and Chinese or Ayurvedic medicine, because it works with the whole system, not only with some parts of it.
Taking this holistic view and going back to what can be my target market, a friend I interviewed told me that a good target market could be people who are recovering from a burnout, for example. They are motivated to change their lifestyle to a more balanced and healthy one, yet they have no idea where to start from – and usually have resistance to change too. Therefore a Natural Lifestyle coach can be very helpful to them.
I never thought about this option before. What do you think?
=== MY FINAL RESPONSE TO HER ===
I’ll just say this… your line “If you go to a physio because you have pain in your wrist, for example, she will work only your painful joint, but if you go to an osteopath she will start working on full muscle-skeletal system, if not also the energetic one. ” holds all of the answers to your questions and cements the feedback I’ve given you above.
I’ll let you figure it out and think about it for a while. I’m not saying I’m right in my feedback to you… just giving your feedback since you asked 🙂 And no harm taken at all… this is fun J
=== END OF MY RESPONSE ===
Ok so, my question to you is this… what is it about this line that holds the key to being a successful business: If you go to a physio because you have pain in your wrist, for example, she will work only your painful joint, but if you go to an osteopath she will start working on full muscle-skeletal system, if not also the energetic one.
Please DO NOT be shy about giving this a shot. There may be more than one answer… and I am curious to know your thoughts. Put your thoughts in the comments below.
I’ll reveal my answer in a few days.
For now… what are your thoughts? Leave them in the comments below. If there are no comments below… be brave ad be the first one to share. Thanks for playing along!
In today’s website design review I give some feedback for a holistic health coach. The website is designed for women looking to feel healthy inside and out.
Thanks to Shimika for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for a landing page geared towards those interested in reversing heart disease.
Thanks to Bruce for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for a juicing website. This is a great review for anyone that has an established website that is pretty good on design but could be taken to the next level.
Thanks to Steve for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for a copywriting website. It’s really useful for anyone in the B2B space.
Thanks to Chris for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for Ageless HQ – a site for those looking to age in a healthy way.
Thanks to Bryan for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for a landing page that teaches golfers how to get under 80 in 90 days.
Thanks to Chris for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for Alex N. – a faith-based business strategist. I hope you find it helpful!
In today’s website design review I give some feedback for The Lightfoot Way – a website that teaches holistic care and treatment to vets and pet owners.
Thanks to Kim and Allison for submitting the site for a review. I hope you find it helpful!
In today’s health coach website design review I give some feedback for Healthy Cooking Daily – a new site that is still learning its audience and niche.
Thanks to Anna for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for Oliver Jordan Football – a site for young athletes looking to play in great colleges or professionally.
Thanks to Oliver for submitting the site for a review. I hope you find it helpful!
In today’s fitness website design review I give some feedback for Amfition – a site for overwhelmed, frustrated, and time-crunched women who want to get fit and healthy.
Thanks to Patrice for submitting the site for a review. I hope you find it helpful!
In today’s website design review I give some feedback for Tyler Dice Golf – a membership site for those that are embarrassed about their golf game and/or have tried everything to get better – and just can’t.
Thanks to Wayne for submitting the site for a review. I hope it helps!
In today’s fitness website design review I give some feedback for Team Lifestyle Elite – a site for those looking to get lean and really change their lives.
Thanks to Joey for submitting the site for a review. I hope it helps!
In today’s fitness website design review I give some feedback for Ivana Chapman – a site for busy professionals looking to get lean.
Thanks to Ryan for submitting the site for a review. I hope it helps!
In today’s fitness website design review I tackle Spartan Underground – a site dedicated to helping people get through their first or get better at the Spartan Race. What a great concept!
A big shout out to Mike for being brave enough to submit his site for some feedback!
Hi, everyone. I wanted to share something that worked for me. I was able to get published in The Huffington Post rather quickly and easily by following the steps I outline below.
Here is the first article I wrote. As you can see I played it very safe and didn’t even add a call to action or author’s resource box.
I just wanted to get published and understand the process. I knew once you were published it was much easier to get more articles added.
Once it went live, I added a second article and played around a little. I made it less formal and I added a call to action/author’s resource box. It also got published. Here it is for you to view.
Huffington Post Publishing Guidelines: https://blogger.huffingtonpost.com/archive/2010/03/huffington-post-blogging.php
I’m extremely happy with the way my site looks and feels. I was really happy with the solutions you came up with for a emailing me directly with photos in lieu of being able to attach photos to in the quote request form, people are already taking advantage of this.
Also I really like that you included the reviews page with an option to leave feedback, I never would have thought about that.
Everything is above average and it all works, I love the way you communicated with me during the process. I initially wanted to have you build my site because I feel like you are a real person with good ideas and an honest desire to help.
I can’t be happier or more impressed, thanks for being here and flexing your magic.
Even though Bob isn’t a health and fitness business owner – he was quite impressed with his new website! I often hear a similar line to what Bob says: “I wish I would have known about you earlier as it would have saved me much time, grief, and money!”
These are my favorite testimonials. Simple emails from happy clients.
I’ve been doing some reviewing of my marketing and found that most of my revenue comes from the website.
I sincerely want to thank you for years of auto-pilot website management that allows us to manage content and not have to ever think about the “back-end.”
We just know that it will always work
– Ginny G.
Janelle is working hard and her success proves it. Read her experience using my service below. The first image is an email regarding her studio’s website that she’s had with us for a few years.
The second image is for a brand new website she needed. She was pretty happy with the new site we rolled out for her new business and the launch of her newest book. I can’t express how amazing it is to build a website for someone that understands business and understands how to use a website to grow that business.
Shirley reached out to me after 6-months of total frustration about her website. She served in our Armed Forces and has quite an amazing story. I am honored that she trusted me enough to finally end her website pain and get her business live!
Read her words below… I think many people can relate to her experience.
Janelle is on fire right now! She owns her own fitness studio in Pittsburgh, Pa and just released a brand new book called Powerful Pressing. She’s also been contacted by media reps for a pretty popular fitness/agility show that shall remain nameless until it’s official 😉
Janelle works hard and does a brilliant job at building a world both through her websites and her online presence. I’m honored to have earned her trust and all of the glowing comments she makes about me in this video.
Alp posted and asked for some feedback regarding his guest blog post and opt in. I gave some solid feedback based on my 10+ years of not only pitching guest posts, but also receiving the pitches. Whether you have an online business or an offline (local) business one thing remains the same – you must master the art of opt ins! As you can see, Alp is at a 49% conversion on his. That’s absolutely incredible.
Warning: this article contains icky 2 year old stuff
This morning my 2-year-old son woke up at 6:00 a.m. We did our normal routine which includes changing his diaper.
We then came into the living room to play. A few minutes later my little guy ran into his bedroom and yelled out, “two minutes!” That means he needs some privacy to go number 2 in his diaper. We’re working on potty training.
So I give him two minutes to do his business.
He comes out a little later and stinks to high Heaven. So I calmly mention that we need to change his diaper, and at that point he shouts “no!” and runs away. Now, I know enough that if I chase him it will turn into a game and he’ll be rewarded for yelling “no!”
I remain in the living room pretending I’m doing something really important and not even phased by his outburst. In reality, I’m trying to figure out my next move and how I am going to change his stinky butt changed with as little struggle as possible. I’m parent plotting.
Time goes on and he runs back to me and says “Hockey ‘puter please.” We have a computer/tablet that is just his and he can watch hockey on it. He’s obsessed with hockey. It’s the only thing that keeps his attention longer than three minutes.
So I say, “Well we need to change your stinky diaper first.” He shakes his head as though he agrees and we’re off to change his diaper, but when we get to his room he head dives into his bed and refuses. So I do the awesome parent thing and pick my battles. I just say “Ok, just let me know when you’re ready.”
I go back to the living room and pretend to be busy and totally fine with his stank butt.
About 10 minutes later he comes to me and says “Hockey ‘puter please” and again I say, “Well we need to change your diaper first” and as he did last time he nods his head in agreement. We both walk into his room and he dives into his bed again.
But this time, my friends, mommy was smart. Before I went into his room I brought in his hockey computer. So when he dove into his bed and said “No!” I simply had to show him the tablet and say “Oh, I thought you wanted your hockey computer?”
He jumped out of bed with a big smile on his face and we proceeded to change that stank butt without further issue. He watched hockey and I cleaned up poo. What a trade-off.
What Does This Have to Do With Your Business?
Sometimes you have to show your possible client the thing they covet the most (the answer to their burning pain). Talking about it works, but standing in front of them and saying “Here it is!” is pretty powerful.
You can easily do this by showing them the physical product, but what if you sell a service?
Using images and videos of other people that achieved results with your business is a great way to prove your case. If you’re just starting out in business and do not have testimonials then you can use your own personal story.
If you do not have images or video then use your words to paint the picture. Be vivid and picture a single person in your mind. Talk to that person. Be real and be friendly. Tell your story or your client’s story in such a way that the person you’re speaking to can imagine themselves getting the results.
Lastly, sales is a process and it’s our job to see the person through that process and be there when they are ready to buy. Notice that I had to go through the roller coaster of emotions with my son before he was willing to take the next step and get what he wanted.
Sounds weird, right? Why do I have to convince him to get something he requested? This is the push and pull of the sales process.
That last paragraph is pretty important. Even though my son wanted the computer and asked me for it twice he still resisted. He was unwilling to do what I asked of him in order to get what he wanted, but once he saw it there in front of him he was more willing.
How can you show your potential clients what their life will be like when they hire you? How can you show them that you are the person to give them the results that they want and that you are willing to go through the process with them until they’re ready to take the next step?
Kids are absolutely amazing at teaching us life lessons and if you look at it through a business lens then you can learn just as many lessons.
* This article was featured on The Huffington Post
Brian is a chiropractor in Connecticut. He and I started working together during a really stressful time in his practice. He was working out of several locations and was about to move his entire practice into a single brand new space.
Brian had spent a lot of money on other consultants and courses and one of the biggest compliments he ever gave me was that I was so different than everyone else he’s ever worked with.
During one of our coaching calls he said that I go above and beyond what other experts have done for him and that he feels as though I truly am committed to his success.
See what Brian has to say in his own words… find out what he loves the most around the 1:40 mark.
I live in Ithaca and it’s home of Cornell University. If you know anything about Cornell, we are fanatical about our ice hockey. We have an amazing ice hockey program, both men’s and women’s, and I’m lucky enough to have season tickets to our men’s and women’s teams.
In the back of the season ticket booklet are coupons. You can get a free bag of popcorn when you go to the game, or a free car wash, or a free cheese pizza at a local restaurant.
I’ve had season tickets for years and every year these coupons are included at the back of the book, and every year I go to the local restaurant and I ask them if I can use the free cheese pizza coupon, but do 2 things…
- Get a gluten-free crust because unfortunately I cannot have gluten
- Upgrade it to one of the specialty pizzas
In other words, instead of a cheese pizza, can I get the Sayeed pizza which has spinach, mozzarella, feta, sliced tomato, and Kalamata olives and have it on a gluten-free crust.
For years, without fail, this has never been a problem so long as I was willing to pay the difference.
Of Course, No Problem.
I got my coupon for this year and went up to have some lunch. I sat down, and as I always do, I asked the server, “I have these coupons, but would it be okay if I upgraded to gluten-free crust and your Sayeed pizza?”
She says, “Well, I think so but let me check with the manager. I’ll be right back.”
She took our drink orders and went off. About five minutes later she came back and said, “Oh, I’m sorry. We can only use this coupon for a free cheese pizza.”
I said, “Oh, I’m bummed out to hear that. I’ve gotten these coupons for years and it’s never been a problem. I’m more than willing to pay the difference.”
She said, “Oh, I’m sorry, but my manager said no.”
I Asked to Speak to the Manager As a Little Experiment (Don’t Worry – I Was VERY Polite)
The server leaves and unfortunately another five minutes pass before the manager comes over to talk with me. I can immediately tell that he’s busy and hurried and really doesn’t want to talk to me.
I say the same thing to him.
“Hey, I’ve been bringing in these coupons for years and I’m more than willing to pay the difference.”
He says, “No, it says cheese pizza. That’s what the coupon’s for.”
I looked at him and said, “Okay, I’m just interested, since I’m a business owner, I was wondering what the harm would be in allowing me to upgrade. I’m more than willing to pay the difference.”
He said, “No, you can’t do that. If you want to add toppings to your cheese pizza, you can do that and pay the difference.”
I said, “Oh okay, and I can also do the gluten-free upgrade and pay for that as well. Correct?”
He says, “Yeah, you can upgrade to gluten-free. That’s fine.”
I said, “Okay, I just can’t get the specific Sayeed pizza or any of the specialty pizzas?”
“No, because this is only for a cheese pizza.”
At this point I think he can tell my wheels are turning, and I think he kind of knows he’s in the wrong for a variety of reasons (the customer is always right and his logic makes no sense are the 2 main reasons).
So he ends up saying, “Well, I’ll let you do it just for today, but in the future we’re not going to do it any longer. These are just for cheese pizzas.”
So, he went on his way and I ended up getting the Sayeed pizza with my gluten-free crust. At the end of the meal they simply took the price of the cheese pizza off and I paid the difference.
Here’s the Larger Picture…
If you take a look at this restaurant’s menu the regular cheese pizza is $8.95 and the gluten-free crust upgrade is $3.50. The Sayeed specialty pizza is $11.95.
So I am asking to pay an additional $6.50 for the Sayeed upgrade and gluten-free crust ($3 difference between the cheese pizza and the Sayeed and $3.50 for the gluten-free crust).
I understand how business works. A business has one function – make money.
I was willing to pay the difference, but I had to go through several hoops including the server, and then questioning the manager, just to be able to pay them more money.
Let’s take a step back because some of you may be reading this and going, “You know Lynn, the coupon was for a free cheese pizza, just shut up and get the coupon and either use it or don’t.”
If You’re a Smart Business Owner, Here’s What You’d Realize.
They have to pay to be in the coupon book for season ticket holders. In fact, I called Cornell University to make sure my assumption was correct. To be included in the back of the ticket book is part of a multi-thousand dollar advertising campaign.
So they had to pay a few thousand dollars just to get their coupon in the book itself. It’s prime real estate as it goes out to all season ticket holders which are, for the most part, people who live right in town and have disposable income – after all… they are buying season ticket’s to college hockey.
In order to get in front of all these people they paid money for this campaign to put the coupon there. Now I know from the manager because he told me when I was talking to him that they redeem about 800 of these free cheese pizza coupons per year.
I started thinking about it and it really started bothering me. It goes back to what I’ve been mentioning and talking about for 10 years now. Be different. Be better. Use common sense in your business.
“Could You Imagine If Marcus Lemonis or the Shark Tank Cast Was Here…”
I said to my wife, “Could you imagine if Marcus Lemonis (of CNBC’s “The Profit”) or any of “The Shark Tank” cast was sitting right here with us and the manager had said that to me?”
These super successful business people would have looked at that manager, shaken their head, and literally walked out of the deal.
When you provide a coupon, the coupon’s job is to get people in the door and you hope that the customer buys more than the coupon’s worth.
If I would have simply just redeemed the coupon for what it is, just a free cheese pizza and ordered nothing else, no drinks, no appetizers, no nothing, the restaurant would have lost money. This is a very real possibility as I often just order water and a single item (just my meal).
I would have been taking up one of their tables. I would have been taking up their server’s time. I would have taken up the cost of having plates and silverware and cups that the dishwasher then needs to clean. They would have made no profit.
To drive my point home, I asked my wife, “Would you have come here for just a free cheese pizza?” and she said, “No. I never order a cheese pizza and I would have just gone to another establishment and paid full price for a meal I actually wanted.”
Instead we came through the door with their coupon and asked to pay them more money. I ordered drinks. I upgraded to gluten-free crust. I upgraded to one of the specialty pizzas.
They actually made more money off of me because I came in wanting to upgrade, and it didn’t cost them anything additional.
Either way they placed the coupon in the booklet. Either way I walked through the door. Either they got zero dollars for a cheese pizza if I ordered that, or they could have gotten all of the upgraded money.
As a business owner it’s your job to foster this type of mentality in all of your staff, and more specifically in yourself. The easiest way to generate buzz about your business, the easiest way to grow your business, is to BE A PHENOMENAL BUSINESS IN ALL WAYS.
This manager is costing this restaurant so much money.
I’m looking at my receipt and I spent an additional $17.28. That doesn’t include the tip or include alcoholic beverages (we ordered an iced tea and a hot tea).
If that was the average upgraded revenue of all 800 tickets that get redeemed per year… that’s an extra $13,824 just off of that one coupon in the back of the season ticket holders for Cornell University men’s hockey program.
Almost $14,000 Per Year.
This is where businesses go wrong. When they do their marketing there’s no follow through. There’s no thought put into it. This manager should have been more than willing to allow me to upgrade things and pay the difference.
That’s what’s really important. I wasn’t asking to use the free cheese pizza coupon to get a specialty pizza with a gluten-free crust and pay the same amount.
In the end it comes down to customer happiness.
I was literally asking to give them more money and had to go through the server AND push back a bit with the manager – all to give them more money.
Lesson of the Day: understand marketing concepts and how to leverage them so it works for your customers AND your business growth.
So now it’s your turn. What marketing do you put into the world and how can you…
- Make it better?
- Make it more effective in terms of ROI?
- Make the customer want to give you more money?
Recently the world learned of David Bowie’s passing. It came as a total shock to many of us including some of his biggest fans. As I watched social media light up with the news of his passing I couldn’t help but think back on Bowie’s career and draw out a few business lessons.
Lesson #1 – Be Different
Bowie was the master at being himself and being so different than anyone else. The world fell in love with his gender-bending weirdness and paid attention to his music in large part because Bowie was so unique.
You can apply this to your business in a big way. Generally speaking, there is not much difference between a business and its competitor. Maybe one has a better location or its prices are marginally better, but in the end competitors are generally the same.
Make your business stand out and be radically different than your competition. The easiest way to do this is to excel in customer service. Stop selling and start educating your prospects about what you do, how you do it and how they benefit from it.
I recently learned of a restaurant that changes out the white napkins to black napkins when they notice someone wearing dark slacks. They do this so no white lint gets on the dark slacks. Impressive.
Lesson #2 – Be the Expert AND Diversify
Bowie was known for his music. He excelled in his art, but he also knew the importance of diversifying. Bowie moved into acting, painting, miming and other pursuits.
It’s important that your business is the perceived as the best and that it easily stands out from your competition. It’s also important to know when it’s appropriate to begin diversifying and adding in products or services that are complimentary.
This is an easy way to generate more marketing opportunities, more clients, and ultimately more profit for your business.
A specific example of an industry that does this well is the fitness industry. These days a personal training studio sells personal training services, equipment, supplements, healthy snacks, and pro-shop gear.
Lesson #3 – Create Raving Fans
Bowie has more than just fans. He has raving fans. He has a massive following of people that will always buy his music, his art, or his merchandise. His fans are spread across the globe and are passionate about anything Bowie-related.
Your business may not need a global following, but creating raving fans should be a high priority. People buy for 2 reasons. The first is that you have the solution to a deep problem they are experiencing. The second is because they want to feel included in something they feel good about.
The second reason is one that is rarely talked about. Remember Curves? They created a world where middle-aged women could come as they are and workout in a non-intimidating atmosphere. The largest factor in Curves growth was something more than this though. The reason they grew so quickly was because women liked to go there, meet new people, and talk to their friends.
Curves created a safe place for women to go and connect with other women. So these women naturally wanted their friends to join along with them. Curves created raving fans because it was so drastically different than its competition (see lesson #1) and because it created a world that its ideal customer wanted to be a part of.
Lesson #4 – Make a Difference
Bowie routinely donated money to various causes and charities that ranged from at-risk youth to weapon’s reduction.
One of the biggest ways to reach more prospects, generate more media buzz, and create more good will is to make a difference in your local community. You can simply donate money to an organization or you can make a larger splash.
For example, there is a barber in Iowa who gives children free haircuts so long as they read to him during the cut. There’s an artist who paints children’s medical helmets to look like cool pilot or Air Force helmets. There’s a fitness center that puts on a charity event called Push Ups for Charity and all proceeds go to the Wounded Warrior Project.
In the end, David Bowie was able to build a massive brand that involved being utterly different than anyone else, diversifying his reach, creating a legion of raving fans, and making a difference in the world. There is no greater or more inexpensive way to grow your business than these lessons from Bowie.
This article was featured on The Huffington Post.