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3 Questions Which Will Help You Form Or Strengthen Your Brand Identity

BusinessDiana TrinhComment

Imagine your business is a machine. The nuts and bolts and screws are your daily tasks, the bits you and your employees need to do to keep the machine moving. The nuts and bolts are rarely seen, but without them your business is going to fail because quite simple there wouldn’t be a business.

What IS seen is the outer casing.  The beautiful or quirky casing that covers the nuts and bolts of your business operation. This casing is your branding. But how do you decide what it should look like? Are you going for modern or chic, or stripped down and industrial?  

There are a gazillion materials to choose from and even more shapes and colours.

This analogy clearly depicts the issues many business owners have when defining their brand identity. There’s so much choice.

Branding in today’s business world is so important, just think of Google & Apple, the worlds most valuable brands. We are visual beings and marketing is heading heavily towards a design intensive route.

If your brand could do with a little bit of sprucing or you are building it from the ground up, here are 3 questions which will help you.

1. Who are you serving and how are you serving them?

Wherever you put your energy it grows.  You’ve probably heard this saying before.  Well, if you start off in one direction you had better make sure it’s a direction you want to head in before you do.  Course correcting and changing half way through is one of the most common reasons for new business failure other than running out of money.

So getting clear on WHO you want to serve is the first step.  Who are your ideal customers? Who do you want to speak to on a weekly basis? Once you have a clear idea the next step is to define HOW you will serve them.  Find their biggest pain point which your product or service can solve.

When I founded Bluchic, I knew that I wanted to work with Girl Boss’s and Female Entrepreneurs who were business savy and creative.  I also identified that many of them were very creative but didn’t have the technical skills to develop their own website.

As a web designer, this is what I wanted to help them with.  To make it super, super easy for them to get a beautiful feminine website and take away the pain of needing to spend a huge amount of money hiring a web designer.

Get as specific as possible.  You want to paint a very clear picture of how your product or service is going to serve your ideal customer and take away their pain.

2. What is your single-minded proposition (SMP) and how can you convey this uniqueness to your customers?

A Single-Minded Proposition (SMP) is about defining your proposition in house so that you have a very clear picture of how you intend to serve your customers.  It doesn’t need to be a statement you go out with but something which sets the tone for all communication.

Ideally, your SMP highlights the one aspect which separates you from your potential competitors

Here are 3 steps to take to help you write your SMP:


1. Identify your product's most important features.
2. When you identify the important features, figure out each feature's benefits.
3. One of those feature/benefits will be the compelling reason to make a purchase.


Now form this all into one compelling statement.  Take a step back and be honest with yourself.  If you were to find your ideal customer in a cafe, walk up to them and give them your Single Minded Proposition would they want to work with you?

Once you have your SMP check back to this statement every time you put out a large piece of communication, does it align?

3. Is your tag-line results focused?

Your tag-line is a single sentence which you use to market your business and paint a vision of what your product or service can do for your customer.  

For example; Apple’s tagline is “Think Different”.  Absolutely nothing to do with the technology they produce. They focus on what the result of buying their products will do, and in the process they capture a market who are early adopters and rule breakers which is the reason they have people literally queuing round the corner when they release a new product.

Usually companies focus on the What they are delivering not on the results.

Let's take a look at some examples of each to help illustrate the difference.

Take your dining room to the next level with our ergonomically designed chairs.

See how our proprietary software can redefine the ways that your company conducts business.

Both of these statements are focused on what is being delivered. These are great SMPs, but they don’t tell the user how the product will improve their life or solve their pain.

Take a look at these two examples:

Changing your digital life one web page at a time.

Trust, growth and reliability: turning your house into a home.

In both of these statements, we can see much more of a "vision" than a proposition. The reason that these approaches can be so effective is that they cause the client (or potential client) to imagine the role of your product serving them in their life and then they wonder how they have ever done without it.

Guest Post : Kathie of Bluchic

Kathie is the founder of Bluchic and designs beautifully crafted feminine wordpress templates for creative entrepreneurs and business women.  For more information about branding and how to launch a website see Bluchic’s in depth guide. Follow on Twitter l Instagram l Facebook l Pinterest

 

The Perfect 4-Step Email Funnel to Sell Your Product

BusinessDiana TrinhComment

Very early on in the digital entrepreneur industry, it’s drilled into our heads, “build an email list.” In fact, many thought leaders in the entrepreneur space have built their empires off a successful email list.

So, it’s safe to say that you’ve probably got an email list if you’re reading this. It’s also safe to say that you might feel like you’re in a rut when it comes to connecting with that audience within your email list.

As a copywriter who specializes in email funnels and website content, it’s one of the more common conversations I have with my clients – how to write a good email funnel for your product.

In fact, for any entrepreneur – especially ones just starting out, it’s a big question. That’s why we’re going to demystify the perfect email funnel, right here, right now. Don’t worry about taking notes, there’s going to be a link to download all the templates discussed in this post. Including optimized titles! Click here to download the freebie and get started! 

 

Let’s jump in.

“How long should my emails be?”

Let’s leave this question right here at the beginning of this post. I’m sick of hearing people fixate over the length of their emails.

For one thing, you should use as much words as you need to get your point across, not some prescribed length that’s passed around in social circles.

However, one trend that I can assure you of, is that shorter emails work better when your prospects are just getting warmed up to your idea, and longer ones when they’re super interested in what you’re offering them.

My email funnel strategy reflects this ideology. Plus, it’s a short funnel of only four emails – so you have all the flexibility you need to either add them to your existing one, or use it as a standalone.

Cool, right?

Email 1: A Memorable Icebreaker

This email is basically a refresher course for all those who were already on your list, and an introduction to you for those who’ve joined your list specifically for the product that you’re launching.

Here’s what you’ll need to cover in this email:

  • Who you are
  • What you do
  • How long you’ve been doing what you do
  • An ideal that drives your brand’s mission and is in line with why you want to launch your product

The last point is actually quite important. It makes your audience feel like they can be a part of something much bigger that just putting money in your pocket, or enhancing their own lives. It can be something as simple as creating financial security for single mothers.

Choose something with resonance that you audience can link you with. You want them to think something like, “Oh, she’s the entrepreneur who wants to help single mothers by teaching them how to build great online businesses? Let me see what she has to say…” when they see your name come up in their inbox with the next email.

Email 2: Emotional Solutions

If you aced your first email, you’ll have a pretty good audience for your second one. Your second email is going to be all about what you can do for your audience, but look at it from the emotional perspective – we don’t get into financials and dollar figures in this email.

This email is dedicated completely to the emotional benefits of taking hold of your offer. Here’s what you need to include in this email:

  • Pain points (that you’ve researched!) of your audience
  • A personal experience handling this pain-point
  • The emotional benefits of the solution that you have

An age old way to get response from your audience in the copywriting circle involves appealing to their emotions.

People are only interested in things that make them feel good. It’s your job in this email to highlight the aspects of your product that do just that.

Email 3: Social Proof

This is the email where you kick everything into high gear and bring out all the stops. You really dive into the core components of your offer and all the convincing, analytical stuff you had probably written down while brainstorming your idea.

This is where you get the chance to toot your own horn. Here’s what you need to talk about in this email:

  • Educate them about your offer
  • Bring out all the analytics like stats and figures
  • Social proof to prove that you’re the shiznayee

This email is normally the longest of the bunch. It’s at that place in the funnel where your audience will be interested in what you’re saying, so you can write a longer email than at the beginning. Include a one liner at the bottom of your email with a link to purchase.

Email 4: Wrap it up

This is the last email in the funnel, so here is where you’d include any bonuses you’re offering with your package. The key to this email is making it like a personal invitation (not a plea!) to get your audience to buy your product, or sign up for your course.

In this email, you HAVE to include:

  • A personalized message that speaks directly to your audience and connects with them
  • Any bonus offers you have included in your sale
  • A minimum of two links to purchase, artfully placed within your email

As the final email in this funnel, it’s important to end on a good note. A positive closing line with the inference of the reader purchasing your product is great, not a negative one highlighting what will happen if they don’t.

And, there you have it! A simple 4-email funnel perfect for selling your product. No more stumbling over what to write. As promised, here’s the link to download your free email funnel templates!

All set? Leave your thoughts in the comments below! I can’t wait to hear your results with this funnel. I hope I’ve made your life as an entrepreneur that much simpler.

Guest post by Devonnie Garvey 

Devonnie Garvey is a copywriter for entrepreneurs at who want to attract with their ideal clients and connect with their audience in new and creative ways. She also runs a blog, The Femme Agenda, which is dedicated to helping young women start, build and sustain successful online businesses. Send her an email, or follow her on twitter.

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9 #PowerTips To Be A Powerful Speaker And Presenter On Video, Webinars, And Live Stream

BusinessDiana TrinhComment

 

How are you on video, webinar or live stream?

Do you feel like a deer in headlights every time the recording light goes on? Does it take you a dozen or more takes trying to capture a simple two-minute video, yet still not liking how you look and sound? Or are you stuck on deciding what equipment to use and figuring out how to use that program to edit your videos that you haven’t even started?

The myth most entrepreneurs believe when using video to grow their business is that professional lighting, audio, and the “perfect” script will make their videos powerful.

While having the professional touch does helps increase the quality, it’s not enough to make you stand out from everyone else in the online market place. Instead, the emotional energy you bring when you speak and present is EVERYTHING!

Think of it this way…

It’s the difference between a thermometer and a thermostat.  A thermometer takes the temperature of a room while the thermostat directs the temperature of the room

Your number one job when you speak or present is to manage the energy and emotions of your audience.

The audience won’t remember what you said, but they will remember how you made them feel.

Your goal is to get your audience more emotionally connected to what your message. The magic happens when you shift your focus worrying about what you’re going to say to how you show up instead. This isn’t about you. It’s about your audience.

Authenticity comes naturally when you fully give of yourself, and you amplify the level of generosity you give.

Here are 9 #PowerTips to become a powerful speaker and presenter on your next video, webinar or live stream:

1. Bold Enthusiasm

You must claim your identity as a powerful leader and speaker. No one can do that for you, but you. Only you can decide to either shrink and feel small or show up with bold enthusiasm. The two most important spots in your video are in the beginning and the closing. You want to have a grounded high-energy intro because you have 7-10 seconds to captivate your audience’s attention otherwise they drop off.

That means you have to be ready to go as soon as you hit record rather than taking a minute or two to warm up to find your rhythm  You also want to crescendo at the end or when making your offer. Don’t let your voice fall flat, don’t go up in tone, and don’t make it a question mark.

Stay strong when you announce your price. Build up your level of energy before “The Ask” or call to action. Remember, where you leave your audience in the last 3 minutes is your brand.

2. Speak As A Leader

How you speak and sound gives you the ability to control how people and the world perceive you. This includes your pitch, your pace, your tone, your melody, and your volume.

  • Talk too slow, people will think you’re dumb or stop paying attention.
  • Talk too fast, people will think you’re hiding something.
  • Talk with a high pitch or soft voice, people don’t see you as an expert or take you seriously.
  • Talk with a mono-tone, people will tune you out.

When you speak with passion, you speak with greater volume and range that fills the space. Don’t be afraid to speak louder and more expressively when you go live. Remember the power of the pause. You want to give your audience time to process information.

You also want to slow down when covering a deep topic or sharing a vulnerable story to enhance the impact of the point you’re conveying.

Mastering how you adjust your pace, pitch, tone, and volume to match the emotion and energy you want your audience to experience is the key.

Don’t get trapped in one dimension. Expand the ranges in each of the five areas will help keep your audience engaged.

3. Eliminate Space Fillers

Space fillers are the most common and unfortunate habit. These are the uhh, umm, like, so, and, you know, just, and to be honest.

Space fillers usually come up when you’re transitioning from one thought to another or thinking about what you are going to say next.

Not only do these distract your audience from your message, space fillers also chip away at your credibility.

With the help of a little awareness, an easy solve for this is to elongate and connect your words to string them together into phrases where you stop only at the comma or period of a sentence.

4. 93% Of Your Communication Is Through Your Body Language

Does your body language portray the person you want the world to perceive?

The way you carry yourself with your physical presence, posture, gestures and facial expressions are a big part of how you feel and how others see you.

You want to own the physical space with your body language.

When you sit, sit up straight, chin tucked back not lurching forward, shoulders comfortably down and back, and your feet firmly on the ground.

When you stand, stand tall and grounded with your feet apart, your neck in line with your backbone as if a metal rod connected them vertically, and your chest up and outward confidently.

You want your stance to make you feel confident, sexy, strong, and powerful.

As a general rule, be mindful of fiddling with your clothes, fixing your hair or bangs, and make an effort to keep your hands away from your face, mouth, ears, chin, and neck because often these gestures communicate negative messages to your audience.

5. Your Micro Expressions Elicit Your Audience’s Emotions

It’s no surprise that your facial expressions send positive and negative signals to your audience. However, it’s the micro expressions that occur on a subtle level that are important to pay attention to.

Make sure to maintain eye contact with the camera the way you do when you’re having a heart to heart conversation with your favorite client or best friend. The more conversational and personal you are, the more relaxed and stable your facial expressions will be.  

Try to avoid raising one or both eyebrows, wrinkling your nose, frowning, raising upper lip or raised only on one side, and clenching your jaw because they show signs of skepticism, displeasure, disapproval and aggression.

The more happy, neutral, and relaxed your facial expressions, the more positive impressions your audience will feel that builds likeability and trust.

6. Know Your Outcome

The outcome is why you are creating your video, webinar or live stream. Your entire presentation should be centered and revolved around the number one outcome.

If your audience walked away with one new belief or insight, what would it be?

What is that breakthrough? What is that next level for them?

Frameworks are the secret sauce that keeps people coming back for more because it gives a powerful structure to your presentation.

Your audience is ultimately coming to you because they have a problem and are looking for a solution. Your framework is the solution that solves their problem with a proven step-by-step process, tips, or lessons.

Every story you tell must be specific and aligned with the outcome in mind. Stories are also the best way to make you relatable and build the know, trust and like factor with your audience.

People will invest their time, money, energy, and resources when you clearly and precisely describe the pain they are in right now, where they want to go, the cost of them not taking action right now and that you have a proven process or step-by-step system that will take them from where they are to where they want to go.

Take for instance, Stephen Covey’s, The 7 Habits Of Highly Effective People. When you change the way someone thinks, you influence them. You help them see the world differently, to see their problems differently, and to create new possibilities and opportunities.

7. Drop The Script

Drop the script. Drop the prompter. Drop the notes. Drop trying to say everything perfectly and focus on being present, authentic, real, so in the moment, and alive by engaging with your audience (even if you don’t have a live audience!)

Strive to reach a level where you know your messaging, outcome, expertise, and stories so well that you can talk for an hour without any scripts, notes, or prompter.

When you know what you’re going to say so well even if it doesn’t always come out the same way, you are more present with your audience and are more likely to pick up on cues that you would have otherwise missed.

That means you have to practice, rehearse and condition your presentation with repetition so that it feels second nature.

8. Play With Your Audience

You want your audience to feel as if your video, webinar, or live stream is a one-on-one conversation. Ask for their interaction and engagement with open coaching, Q&A time at the end, or checking in with them by asking:

“How many follow?”

“You guys having fun?”

Be willing to have fun with your audience, to make them laugh, to tease and cajole them in a playful way. Honor your audience for showing up, to honor their challenges, to say that ya love them and care about their wellbeing and success.

Make sure they truly feel that you have their back and that you give a damn about them. Your willingness to be generous with your love, your compassion, your vulnerability, and your openness will be directly proportional to the level your audience interacts with you!

9. Self-Evaluation

Mastering your ability to stand in front of the camera and deliver a message powerfully has to be conditioned with practice, repetition and the right feedback.

As you go through each #powertip, rate yourself on a scale of 1-10 how well you did on your video, webinar or live stream. What’s working for you? What’s not working for you?

Please, please, please don’t take this about judging and criticizing yourself. It’s about getting constructive feedback to help you develop your skills that make you a more confident and powerful speaker and presenter.

With each video, each webinar, and each live stream, you will get better and better. If you want to accelerate your growth, make it a habit to review and evaluate yourself after every time you speak or present regardless what video platform you use.

Here’s to making your greatest impact and becoming a powerful speaker and presenter! Always keep radiating your beautiful light with the world living life with passion, purpose, and meaning.

Guest Post by Yelena Kaganovsky

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Yelena helps entrepreneurs and thought leaders confidently share their message with the world on video so that they can reach a global audience, start movements, and make social changes. Together we can make the world a better place for generations to come. 

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