The one thing I find missing, though, in many “how to” books, articles, blog posts, and videos, is the lack of humor…the thing that not only keeps you engaged, but helps you find ways to engage your prospective market.

I read an email this morning about the joys of motherhood.  A great post, timed perfectly to coincide with the upcoming celebration of Mother’s Day.  The email described the scramble for sanity in a 3 small-child household with everyone getting ready to take Mom out for breakfast.  The middle-child, a 2 1/2 year-old was “missing” in the house, and discovered in the bathroom, putting chapstick on the cat’s butt.

His mother had previously given the child permission to use her chapstick on his own lips, and had shown him where she kept it in the bathroom.  When Mom entered the bathroom and observed what he was doing, he simply said “Chapped.”

The picture formed immediately in my mind, and I burst out laughing.  Mom, undoubtedly along with the rest of the family, was thinking about how many times in the past that chapstick had gone from the cat’s butt to their lips.  Owwww…makes you pucker, doesn’t it?

The point of this message is remind writers, whatever your product or niche, is to remember to use humor.  Marketing is relationship.  I know it’s a theme oft repeated, in fact for decades.  There are books galore on how to build relationship in order to capture and keep paying clientele.  In my last post,  I talked about the criteria for who I follow…who I have business relationships with, and what I look for.

The critical factors, I believe,  are integrity, likability, and business sense.  One of the aspects of likability is a sense of humor. Human follibilities are limitless.  We all have had those priceless moments when we can see the humor in a given situation.

Those priceless moments are a perfect opportunity to build a stronger emotional bond with your audience.  The shared stories that bring humor; that make you more human, more connected, and in tune with those you serve make you more likable.

If you are an internet or brick-and-mortar marketer, or a writer of any kind who wants to build better relationship with your clients and prospective clients, think about the various ways you can add humor to your dialogue.

Here are a few guidelines to keep you on the right track:

• Keep your humor ethical and businesslike. Off-color stories are definitely not appropriate in a business setting.
• Laugh with people, not at them.  When you’re telling stories about others  foibles  get their permission first.  Some people may share with you, but would be mortified if they thought their stories were otherwise being shared.
• Find the connection between your particular story and your audience. For instance, I think most mothers could relate to the “Chapstick” story I received in an email this morning.  But…if your prospective audience is a group of mechanical engineers, they may relate more to a story about a valve that blew water into an inspector’s face when he opened it before asking what the valve did.

Keep humor in your toolbox of making sure your audience finds you likable.  Use it well to build your likability and relationship.  And for your humorous quote today, what about:  “the road to success is always under construction.”

I am fortunate. When I first started my company, and began looking for a true marketing guru whose skill set was exceptional, and from whom I knew I could gain the expertise to become not just a good, but a great, copywriter, I found one.

In my journey to find someone who not only had the knowledge I sought, but the ability to teach it well, I discovered how important it is to choose who you follow carefully.  The characteristics of who I want to emulate as I do business include:

• a totally ethical person or company.  When it comes to customer relationships, there is nothing more important than building a strong bond of trust.
• a likeable person or company persona.  Who wants to work with someone who is unpleasant, demeaning, or obviously is more interested in your money than in your success?
• a business person.  Time is an important tool in business.  Therefore, it’s important to work with someone who respects both their time and yours.

My guru, although he professes not to be one, is Ray Edwards, of Ray Edwards International Inc. His website is http:// rayedwards.com.  Ray is a copywriter for the internet marketing stars…the who’s who of internet marketing success.

Writing advertising copy isn’t hard work…when you’re willing to do the work and have someone to work with who is more interested in your success than in taking your money. This is where Ray excels. Ray knows, and teaches, the basics of building an ethical business practice. He shares all of his knowledge selflessly. Offering a follow-the-dots design, with good, practical training tools, including twice-monthly webinars, and exceptional workshops gives participants every opportunity to succeed.

And, of course, for a fee, he’ll do all the work for you.   My impression of Ray, however, is that he prefer to teach you and then watch you succeed.  He’s a great teacher, and it’s obvious he enjoys it.  I like that about him.

I know of no one, or no business, where being the best at what you do is not important in achieving success.  To reach the pinnacle of your success…and beyond…means you’re always looking for those who are even more successful than you to emulate and to follow.

That doesn’t mean you do everything they do.  Your original ideas, your unique position in the marketplace, your value-added proposition for your clients and prospects will always set you apart from your competition.

However, there are so many companies and individuals from whom you can gain knowledge and expertise, why waste time starting from scratch? Learn from those you choose to follow, and then find your own unique selling proposition.

Everyone has some knowledge, skill, or product that is different in some way.  And there is a market for that difference.  Whoever you choose to follow, take advantage of what they have to offer, incorporate it into your own style, and share with them your success.

Whether who you follow partners with you on Twitter, or anywhere else in business or community, when those you emulate help create your success, they’ll most likely follow you back.  After all, everyone loves sharing a success story.

No, I’m not picking up an affiliate fee or anything other kind of a fee for touting Ray’s skill set on my blog.  It’s just my way of saying “Thank you” for a teaching job well done.

Are they like my challenges…sometimes it seems there’s not enough money, not enough time, boring work, or just not knowing where to go to find necessary resources.  And I have a few odd-ball challenges as well:

• There’s no cat on my lap or in the basket next to me.  You may consider that an odd challenge, but as a writer, I do a lot of work at home, and I am the first to admit, I get  inspiration from the bundles of fur and purrrrrr that normally supervise my every move.  If they’re not around, I feel bereft, lonely, and sometimes idea-less.
• My coffee cup moves.  I don’t know how it happens, but one moment it can be right beside me, where it belongs, and the next…even though I have absolutely no recollection of putting it anywhere else…it’s gone.  I get up, go to the kitchen, wander the house, and sometimes it won’t show up for days.  If I ever catch the “coffee cup thief” I’ll have a word or two to say to them!
• The heat goes up and down.  Yes, I have a thermostat.  I leave it set at 68 degrees.  Yet somehow, one minute  I am freezing, and then 5 minutes later, I’m cooked.  I tell myself that it’s because I get so excited about a new communication idea or topic for one of my clients that I get all heated up, and then as the excitement of the moment dies, my temperature drops.  My doctor thinks I’m nuts.  Oh, she doesn’t come right out and tell me that…but she has this “look.”

I know, these odd-ball things seem quite trivial.  And sometimes they are.  But sometimes they are absolutely THE most important thing there is, and I can’t possibly get to the real worrisome stuff until I resolve one of these little problems.

Then, of course, there is what I consider  the big stuff.  Like how to make more money when I want  to.  How to create time.  And how to have fun while I’m working.   I have to say, though, sometimes the big stuff seems easier.  No, I haven’t found the perfect system yet, but I have discovered a few secrets to meeting some of these major challenges:

• Making money. You may not yet have thought about it in these terms, but everyone, in every kind of business, has information to share…sometimes free, and sometimes not.  That means there’s a never-ending business opportunity in finding and sharing information…discerning what people are willing to pay for, and what price they are willing to pay, and what should be shared without charge.   In the information market, if you enjoy being an information miner, there’s money to be made.   Without the safety helmet and air mask, or staying below ground in the dark.  Instead, you can have fun sifting through tons and tons of information to find and share just the right nugget for a client or prospect in a particular niche of your choice and interest.
• Creating time. Some people will tell you there’s no such thing as creating time, and when you look around, you see people hurrying, scurrying, pushing, pulling and worrying…that they’ll run out of time.  Yet, there is a simple solution.  One that all of us, especially entreprenuers, can focus on to change everything.  The secret to creating time is the 80/20 Principal.  Spend your time on the 20% of work you do that feeds directly to your bottom line.  Get a professional assessment if necessary to help you determine what that 20% is, but once you know, stick with it.  You will be amazed at how much time you’ve just created…more time to be creative…more time to have fun.
• Having fun at work.  As a species, we’re really pretty pathetic in figuring out that it’s really not only OK to have fun at work, but that it is what we’re supposed to do.  Those same people who will tell you that creating time is impossible, are likely the ones who will also tell you’re not supposed to have fun at work.  Nonsense.  Poppycock.  Hogwash.  (Ohhhh, that was so much fun.)  If you’re not doing something you love…start looking for what you do love…and do it.  If that sounds impossible right now, then just decide to have fun doing what you’re doing for the time being.  That’s right.  Just decide.  Get a smiley face pin, or smile for no reason.  It’s not as hard as many people think it is… just to vary from the norm.   It’s fun…and it’s healthy.  For you and everyone else for whom you create a moment of joy.

Bottom line is…we can all be challenged by whatever is going on around us, as well as with our economy.  Whether the challenges are big or small…make a few minor (or perhaps miner)  changes, and you can have a huge impact on your success or failure.

Now…where did that coffee cup go?

The question is “What attracted you?”  What originally pulled your attention to the television or the video?  Well, it was probably megawatt words.   A word or words that evoked an emotion.  Maybe a friend told you about the YouTube video…and said “You should watch this, Dude” with such admiration that you were immediately sucked in.  Or a word you heard that triggered a memory of something that happened to you, or someone you knew, in the past.

Words trigger emotions.  Emotions trigger a response.  But…not all words.  Words that are ordinary, mundane, or speak to our moment-to-moment existence, do little to feed an emotional response.  For example, “The sky is blue” is unlikely to evoke the same response as “Wow, I’ve never seen the sky with so many different shades of blue…look…the blue near that dark storm cloud in the western sky is almost purple, while the sky further to the east near that snow-covered mountain top with the sunshine hitting it, is the most brilliant blue I’ve ever seen.”

Words that are extraordinary, and tell a story that capture the imagination, or the subconscious mind, feed the primal layers of emotional response, whether that response be fear or joy, with the full range of how visceral that response is. 

So…how can you create megawatt words?  Where do they come from?  I have a few suggestions for you to consider.

I like megawatt words that are wrapped around, or into a story with a heart connection.  I like clients who have exciting stories; bold tales to tell that inspire others.  If they’re touting a product, I want their prospects to see the reason why the product is important to the client…not just because it’s available for sale…but because they’ve used it or in some way it truly inspired them.  Let’s say you’re selling crampons,rope, carabiners, pitons and other mountaineering tools.  Sure, you can make a website with photos that show all the equipment.  But if you really want to make a connection, tell a story about a mountain you or a friend, or relative, or a group scaled, and everything that happened, and how you used that equipment.

I can actually share a story like that, so will use it as an example.  Some years ago, a friend of mine and I decided to climb the Grand Teton in the Teton Mountains  of Wyoming, First, we trained, and were “approved” for the climb based on our scrambling and basic movement skills.   And, we chose to climb in August, which is generally the best of the climbing season in order to minimize the potential for bad weather.  Being fairly new to technical climbing and having not climbed the Grand Teton before, we had a guide with us.  Our first day of climbing to the base camp was exhilarating and glorious.  We crossed ice fields and roped ledges.  We hiked, we chimney-climbed (rock crevices); we tied off and used pitons, ropes and carabiners through some sections as well as free-climbing.  By the end of the day, reaching base camp, we were more than tired, we were exhausted.  We ate quickly and fell asleep fast, already realizing how much thinner the air was at this higher altitude.  We were also by now more critically aware of the importance of really good equipment.

The second day started at 3 AM, as getting to the top and back down the mountain before a mountain storm could hit was imperative.  As we began to climb that second day, the thin air, exhaustion, and a more difficult technical climb began to take its toll.  Our guide was patient, but persistent in keeping us moving.  As we approached the top on the route we had chosen, we began to hear a strange buzzing, and the guide immediately told us to move under a rock ledge and to stay put.  The buzzing became very loud, and we began to see actual arcs of electricity spark all around us. You could feel the static electricity, and smell the ozone produced.  It only lasted for about 10 minutes, but it was a phenomenal; albeit very dangerous encounter.    Once the electrical storm had passed, it began to snow, and our guide suggested we begin to descend as rapidly as possible.  Rappelling down the sides of some very steep cliffs, I thought was the most fun (almost relaxing) part of the trip, although my friend had a short tour down one section upside down.  (and yes, I admit it, I laughed then…and we both laughed together later).  And at some point on the return journey, I twisted my knee and hobbled a good section of the last  mile or so. But I was pumped from the experience.

 That summer there were several unfortunate climbers, who did not return from their mountain quest.   This knowledge was sobering, and a great reminder of how important it is to have the right equipment, and, especially for less experienced climbers, to take a guide. My friend and I will always remember it as our “sparkling” adventure.  It was a bonding experience we will never forget, as it is imperative you trust the person you climb with to keep you safe.  We will always consider ourselves fortunate to have returned safely; thankful for each other,  a good guide, and good equipment. 

 If I were marketing mountaineering equipment, this is the type of story I would want to be able to tell.  It lets your audience know you.  It means you’re talking the same language.  It inspires confidence that you understand how critical good equipment is, and have the ability to match them with what they need…that you are “of one mind” when it comes to meeting their needs.

We all have stories.  We all have megawatt words that come from experiences.  We often think, however, that they would be too boring, or others wouldn’t be interested.  And…if you don’t have your own experiences to share in your field, think about the experiences shared by friends or co-workers, read books or watch movies.  Find those heart-pumping moments that excited you, and the megawatt words that evoked a response in you.  Have some descriptive “movie clips” in your head from those experiences to share, and you’ll find you’ve attracted the audience you want within minutes.

My husband and I have different spiritual beliefs.  While strong in our own separate beliefs, we are one in our respect for our privileges, and in our ability to honor the other, not despite of, but because of our differences.  In the United States, we have the freedom to worship…or not… as we choose.   We have that right not because of what we did to earn it, but because of what others died to create and protect for us. I am grateful for that freedom and, including all of its blemishes, for this great country in which I live.

I hope you will read, enjoy, and contemplate not only the words of this urban legend, but the intent with which it is offered in this Season of Hope and Joy:

“I don’t believe in Santa Claus, but I’m not going to sue somebody for singing a Ho-Ho-Ho song in December.  I don’t agree with Darwin , but I didn’t go out and hire a lawyer when my high school  teacher taught his Theory of Evolution.

Life, liberty or your pursuit of happiness will not be endangered because someone says a  30-second prayer before a football game. So what’s the big deal?  It’s not like somebody is up there reading the entire Book of Acts.  They’re just talking to a God they believe in and asking him to grant safety to the players on the field and the fans going home from the game.

But it’s a Christian prayer,  some will argue.

Yes, and this is the United States of America and Canada , countries founded on Christian principles.  According to our very own phone book, Christian churches outnumber all others better than 200-to-1.  So what would you expect — somebody chanting Hare Krishna?

If I went to a football game in Jerusalem , I would expect to hear a Jewish prayer.

If I went to a soccer game in  Baghdad , I would expect to hear a Muslim prayer.

If I went to a ping pong match in China ,  I would expect to hear someone pray to Buddha.

And I wouldn’t be offended. It wouldn’t bother me one bit.

When in Rome    ……

But what about the atheists? Is another argument.

What about them? Nobody is asking them to be baptized.  We’re not going to pass the collection plate. Just humour us for 30 seconds.   If that’s asking too much, bring a Walkman or a pair of ear plugs.  Go to the bathroom.  Visit the concession stand.  Call your lawyer!

Unfortunately, one or two will make that call.  One or two will tell thousands what they can and cannot do I don’t think a short prayer at a football game is going to shake the world’s  foundations.

Christians are just sick and tired of turning the other cheek while our courts strip us of  all our rights.  Our parents and grandparents taught us to pray before eating, to pray before we go to sleep. Our Bible tells us to pray without ceasing.  Now a handful of people and their lawyers are telling us to cease praying.

God, help us.  And if that last sentence offends you, well, just sue me.

The silent majority has been silent too long.  It’s time we tell that one or two who scream loud enough to be heard that the vast majority doesn’t care what they want.  It is time that the majority rules!   It’s time we tell them, “You don’t have to pray; you don’t have to say the Pledge of Allegiance; you don’t have to believe in God or attend services that honour Him.  That is your right, and we will honour your right; but by golly, you are no longer going to take our rights away.  We are fighting back, and we WILL WIN!”

God bless us one and all…Especially those who denounce Him, God bless America and Canada , despite all our faults, We are still the greatest nation of all. God bless our service men who are fighting to protect our right to pray and worship God.

Let’s make 2011 the year the silent majority is heard and we put God back as the foundation of our families and institutions. And our military forces come home from all the wars.

Keep looking up.”

No, I don’t believe in Santa Claus, either.  But I believe in the Spirit of Giving…and the Gift of Love.

As a cat staffer…I would never say cat owner, because one of the first things cats communicate is that no one owns them…I have observed my cats carefully to discern their secrets of getting you to do exactly what they want.  Those observations have lead me to propose cats are excellent marketing masters…and are happy to train anyone willing to pay attention…how to discover “what the prospective client wants.”

Whether on the Internet or in a brick and mortar setting, most marketers, like me,  are more inclined to focus on creating the right bait to capture customers,  than on paying attention to what bait the customer is in the market for. Even more important in today’s economy, but evident throughout time,  successful marketers focus more on the prospect than on the message.  Today’s best marketers focus on how to stay positive and how to seek out opportunities to help others, ultimately helping themselves as well.

Observations of The Cat remind me of this, and what marketing truly is…an interchange between two parties…the customer (The Cat) and the provider (The Staffer).  The successful provider is more focused on being aware of customer needs than on creating the perfect bait to lure the unsuspecting customer in.  What The Cat has taught me, in addition to positive persistence,  is the proper use of the headline, content and close of a sale.

• For instance, the first secret of beginning the day for The Cat is creating the successful headline. Have any of you ever had a Cat put the top of her head under your chin…while you were peacefully sleeping…and nudge?  Not just once, but until your attention was undivided?  Or, purr directly in your ear, while kneading your shoulder until you were most thoroughly and definitely awake?  Various headline tactics are applied until the successful one is found.   Hmmm…you know, I really think it was The Cat who helped us define split testing to determine the quickest, most successful headlines.
• The second secret, is of course, the content. The idea is not just to wake you up.  After all, you might consider falling back asleep again…I’ve tried it occasionally.  When this happens, The Cat knows how to create intriguing content…sure to keep you riveted to the task at hand…getting you to the kitchen for breakfast (and believe me, The Cat is not concerned about your breakfast).  Once awake, The Cat has been known to add content for the Staffer, such as  face licks, belly leaps, or toe nibbling.  The Cat will use whatever  is required to ensure you are properly motivated to move your body out of bed and toward the kitchen.  Indeed, should you stray….into the bathroom, or any other room…curtain climbing, furniture  re-arrangement, or whatever additional intriguing content is required…will be used to get you back on track.
• Secret number three…is the killer close.  There is no doubt that you will buy into the program.  Once in the kitchen, The Cat will stroll the forbidden counter top, drop at your feet with a feinted tome of exhaustion, or…talk to you at Full Voice until the sale is closed…and breakfast (hers, of course not yours) is served.

The Cat is good…really, really good.  Every single day…in fact numerous times throughout the day…one of them makes another sale, and convinces me, The Staffer, that pleasing them is really what it’s all about.

I am both Cat Staffer and Customer Staffer…with the ultimate goal of listening and providing…whatever is wanted or needed in the very best way possible.  And…I love my job…constantly getting and sharing new secrets from The warm, furry Cat.

1. Successful people see what they will give.  They  can envision what their product or service will do for the person who will use it.  They “see”  how it will be distinct…and of greater benefit than anything else available.  They create a vision of the one…or of the thousands…or millions…of satisfied receivers.
2. They create a plan.   Successful dreams require a road map, with places to visit (to-do lists) and checkpoints.  From A to Z, they create the steps needed to keep going while ALWAYS keeping their eye on the destination.
3. They take action.  More than a dream…there is action.  Successful people take action every day.  Even if it’s just thinking about what they want to happen and ways to move around potential barriers, there’s always action.  Sometimes these actions work out, and sometimes they don’t, but the successful person keeps striving…taking another action step.

Sounds pretty simple, right?  And…common sense.  So why do we make it so hard?

My theory…and it’s only that…a theory…is that most of us are either hard-wired or programmed (or both) for near-sightedness.  We see ourselves in the middle of a forest, and get caught up in seeing only to the edge of the clearing we’re standing in.  We create products or services that never leave the clearing…things that capture neither the imagination nor the heart of those who could benefit from what we might truly be able to provide.    We fail to see that in the forest all around the clearing there is potential for products and services just waiting for our imagination to find a way to make something useful for ourselves and many others.  Or sometimes we just fail to find a way to help the receiver “see it” from where they are standing.

I like to think that I’m a pretty successful business person…writer, speaker, e-mail and social media marketer. I make a comfortable living and my clients like my work.  Of course, it hasn’t always been that way. When I look at the mistakes I’ve made along the way (and who hasn’t?),  most of my failures came from not focusing on these three traits.

Some people pay thousands of dollars to a “success guru” for consultations and classes who…if you boiled all of their advice down…focused your attention on these same three things.  They may have given you dozens of charts, or maybe CD’s and DVD’s, and workbooks, and perhaps told you some things to put on your “to do” list, but if you think about it…didn’t they really just expand on “see the end, create a plan, take action?”

I’m not saying their advice wasn’t worth whatever you paid. These three traits are important.  If their advice helped you focus, plan and implement a success story, it was clearly worth every penny.   There are a couple of quotes I’ve heard numerous times throughout my career…as have many of you I’m sure.  One of them is “Those who can’t do…teach.”  Another one, one that I much prefer, is “Those who teach…learn.”   Successful coaches aren’t just great do’ers, they’re great teachers.  And the great teachers will help you find a way to apply these three traits specifically to your goals, whatever they may be.  So don’t be afraid to spend the “big bucks” if you find someone that really helps you develop your passion along this path.

If you can’t afford the gurus, however, or…you’re pretty confident you can make it on your own with this simple template…”GO FOR IT!!!”

I’ve had many lessons from the experts…I’ve also been the facilitator for many “how to be an expert” classes. I’ve been the passionate entrepreneur trying new paths without a solid framework.    I’ve had both success…and failure.   What I’ve learned…and want to share with you…is that success comes from thinking about…and applying… three traits…to whatever you’re doing.

So…today…give yourself the gift of three traits…create success the simple way.

As a marketer, on line or off-line, your ability to persuade someone to do something they already want to do is the difference between getting the sale…or not.  It is the ability to convince your prospect that they are a star…that there’s a performance going on…in this moment… in which they have a huge role…along with an obligation to act…in their own best interest.

The best marketing teachers…Clayton Makepeace, Armand Morin, David Garfinkel, Ray Edwards, Robert Bly…all talk about it.  In his new book Writing Riches, Ray Edwards calls it “aspirational language” or words that evoke the image of the end result of what the prospect wants…what he or she aspires to. Robert Bly, in The Online Copywriter’s Handbook, advises the use of laser-like focus…to “practice the art of selectivity.”  Clear, concise and compelling language  that will…capture attention, gain interest, create a desire, and invoke action…AIDA…the acronym you’ve heard trumpeted by marketers forever.

So…why do some marketing efforts, even using AIDA,  succeed while others fail?  Perhaps it’s the story.  What about your efforts?

• Have you found their heroes and heroines?  When you’ve identified your target audience, have you also identified who they admire…who they want to dress like, act like, be like?
• Have you created the story, with the words, video, audio or other media, that puts the prospect, in their mind’s eye, in the “picture?”
• Have you differentiated your product or service from your competitors?  Does your sword have the ability to slay more dragons than any other because the blade has been proven (proof provided of course) to stay sharper for longer?
• Have you created the outcome that makes them the champion? Have you provided the words that allow the prospect to see (in his or her own mind) how the product or services make them bigger, stronger, taller, more appealing? Getting the prospect to take immediate action is much easier when they can see themselves “in” the outcome they desire.

If you’re just using your left-brain (the facts, only the facts) to sell your product, you’re probably presenting features and benefits…with no story.  So take a close look…how can you wrap a story around your product or service…capture attention and imagination…in a way that becomes personal and passionate…either before or while you are describing features and benefits?

Do you believe that “all business is personal?”  If you don’t, maybe that’s the place to start.  After all, every contact you make, every sale you make…is about relationship.  More than ever before, before buying from you, your prospects can and want to know about you…who you are…what you stand for…and how you fit into their life’s “story.”  Your prospects’ relationship to you is based on your ability to create…not just once but again and again…a story that reaffirms a relationship worth building.

Is there a story that says they are worth every effort you have expended in creating the product or service?  Because…your product or service will, in some way small or large, change the very nature of their existence.   Because…you’ve painted the picture they can place themselves in…that convinces your prospect…that indeed…they’re worth it.  Because…you’re passionate in your belief that they are.

If you are, you certainly have a lot of company.  And I hope you read this article thoroughly, because I want to share with you some steps you can take now.  These steps may or may not prevent your lay-off, but they can help you be prepared for the future, and to move through each day with confidence.

The first thing I’m going to suggest is that you believe in yourself. As odd as this may sound, there are a good number of people today who don’t truly believe they have talents and skills that can either help them hold the position they have, or to be prepared to step promptly into a new position.  People who see themselves as too old, too young, too quiet, too gregarious, too “average”….and the list goes on.  Are you one of them?  If so, today is the day to begin to view yourself differently.  Today, you can put together a plan that allows you to hold your head up and know that…no matter what…you will succeed.

I’m not going to tell you that you have to completely change yourself…although you may choose to.  What I am going to suggest is that if you’re willing to do these five things, you can stop worrying…and start living.

1. Make a greater contribution. What contribution do you make to your company’s bottom line and what steps can you take to increase that contribution?  Look hard at what you and/or your team do to make the company a success.  Do some brainstorming…is there one thing…small or large..that might make a big difference?  If so, get the ball rolling to implement it.  Sure, lots of ideas get turned down, but not all.  Companies today are much more interested in hearing the innovative ideas that might bring in a little more revenue or more new customers.  And it tells your company you’re interested in their success as well as your own.
2. Assess your talents. What talents do you have that are transferable…both within the company and outside it?  Go through all of your performance reviews.  What talents do you have that have been particularly noticed?  Do you have great people skills, with the ability to get more and better performance from those you supervise?  Do you have analytical skills that have allowed you to repeatedly find solutions to technical problems that have eluded others?  Or maybe you’ve always gotten rave reviews for your punctuality and attention to detail.  Whatever talents you have, now is the time to look at all of the talents you possess and put them together into a resume.  It’s also the time to look at the job market within your company, or within your field outside the company where your skills can be used.
3. Start networking.  Not tomorrow…today.   It’s always easier to find a job while you have one.  It’s as true today as it has ever been.  Do you research…what companies are looking for people with your skill set?  Check with friends in other companies or ask your friends to discreetly inquire with their associates about what job opportunities may be available.  Maybe you don’t have to leave…maybe you’re really secure right where you are.  Knowing there are other possibilities…whether you take advantage of them or not…however, will bolster your confidence.  When you’re confident, you will contribute more because you can focus on the task at hand instead of worrying about what might happen.
4. Prepare to start your own business.  If there’s something you’ve always loved doing, and thought you could make money at it, but just didn’t have enough confidence to start, today’s the day.  Put together a business plan, talk to a lawyer and financial planner, and consider the possibilities.  Do lots of research…the Internet has tons of free information…and find a niche that suits your skill set and has an unfilled need.  Many entrepreneurs have been very successful with online businesses with very little…if any…investment capital.
5. Save a minimum of six months income.  This may be the hardest thing to do for many people in today’s economy.  You may have to make a few sacrifices…no new car this year…no boat…no extra toys.  It will be worth it, though, if you have enough savings that you don’t feel…and look…desperate in your new career search.  Not worrying about whether you have enough money for next month’s mortgage, or rent or groceries, will allow you to focus on what you need to do to succeed in your new life.

Start today.  Take one step at a time to prepare yourself for a new and better future.

I thought it might be helpful to look at and review the three ways that Internet marketers today fail to adhere to that concept and as a result, lose their audience.

1. Failure to collaborate with clients and prospects. Marketers often get ahead of themselves in building relationship…especially on the Internet.  Before a sale can be made, the client or prospect must trust you.  High pressure sales nearly always fail because the sales pitch is delivered before trust is built.  So the first question your sales letter, e-mail, social media, or website communication must answer is “What have I done to gain trust?”  Obviously, there is an underlying answer to that question first, and that is to always act with integrity.  Always do what you say you will do.  Deliver more than you have promised.  Have testimonials that can be verified that confirm you have delivered for others in the past…or if you have a brand new product or service…make it clear how sincere you are about gaining their trust.  You can do this with a money-back guarantee or a free trial period.  Begin with the end in mind by promising your client or prospect complete satisfaction…guaranteed.
2. Failure to communicate effectively how the product or service will solve a problem.  This is an area where marketers can get so enthused about the features of what’s being sold, the benefits are either overlooked or forgotten.  The end user, however, is much more interested in the benefits than the features.  “What can it do for me…today…now?”  Remember…the benefits are the ‘why’ the client or prospect should take action, and the features are the ‘how’ it works to ensure the problem is solved.  Before calling, writing, or communicating with your prospects and clients, get feedback on whether your communication will do what you intend it to do…solve a problem.  If the feedback you get tells you it’s more about features than benefits…rewrite or restate your communication until your desired end result is achieved.  Your communication must highlight a problem your prospects want or need to solve…and effectively persuade them your solution is right.
3. Failure to convince your clients or prospects. Your communication must indeed, effectively persuade your clients or prospects that your product or service…compared to every other product or service…is the only…or best…solution possible.  They must know you truly feel their pain, have walked in their shoes, and have found or created the best way to resolve what is or could become a true disaster.   Have you connected with your audience in a way that says “Yes, I truly understand how you want this to end…and I can help you…better than anyone else… achieve that outcome.”

What marketers, including Internet marketers do, each and every day, is to solve problems.   Really, that’s what we are…problem solvers.  When you “begin with the end in mind” that’s what you’re doing…solving a problem for a client or prospect…in the best possible way.  Solving a problem in a way that makes winners out of everyone involved…including you.