What is the "Know, Like and Trust Factor" and how does it grow your business?

The Know, Like & Trust Factor is a proven marketing component focused on establishing long-term connections with prospects and clients. Customers make initial and ongoing purchasing decisions based on a strong relationship foundation of dependability, respect, mutual understanding and shared history.

The Know, Like & Trust Factor grows your business because once you have established a relationship, you have a champion for life. Not only are they direct beneficiaries of your offerings, as the Faberge shampoo commercial from the 70's says, "... they told two friends and so on, and so on, and so on...." People talk and it's to your advantage to have them saying that your products or services enrich their lives.

The Know, Like and Trust Factor

This relationship-building approach in business is growing exponentially because it works to consistently build loyalty, sales and a solid platform for all future product or service launches.

Customers or clients must have a connection to you on all three levels before they purchase from you and become long-term buyers. You can be in front of prospects for many months before they purchase from you. Experts say that seven or more impressions are required before people feel they know, like and trust you enough to give you their money.

Think about it; it makes sense. The evolution of any relationship takes time to establish and maintain. It may seem odd at first to transfer personal relationship concepts to business connections, but it's not. Genuine connection to each other is an essential component in any relationship. When we conduct business as an extension of our personal lives and philosophies, this is a no-brainer. It's simply good business to establish a method by which prospects can get to know, like and trust you as a proven, strategic method of achieving results.

Here's how to become known, liked and trusted to build long-term client relationships:

1. Know
   • Be as transparent as possible.
   • Share appropriate bits of your personal life.
   • Reveal yourself over time.
     
2. Like
   • Use humor in your communications when appropriate.
   • Be authentically YOU... always.
   • Use your own voice.
     
3. Trust
   • Consistently deliver on all promises.
   • Give content-rich information that is purely philanthropic.
   • Establish that you're an authority based on measurable results.

Why does this work? When clients know, like and trust you they:

• feel comfortable (know)
• want to support you by purchasing your products and services (like)
• feel confident in their decision to give you their money and refer you to their family, friends and colleagues (trust)

When prospects feel that you genuinely value the relationship with them--not just their potential purchasing power--they'll be devoted followers forever.

How and Why Your Conscious Copywriter Effectively Captivates The Attention—and Heart—Of Your Customers

As a knowledgeable business owner, you already know the individual definitions of the words ‘conscious’ and ‘copywriter,’ but when combined into one term, ‘conscious copywriter,’ what is the definition?

conscious copywriter
A person who writes the text of advertisements or marketing content using an artful combination of technical and visceral skills, such as intuition and intention


Why are visceral skills important in the creation of your copy?

As part of the creative process, visceral skills (based on instinct rather than intellect) ensure effective development of the vibrational aspect of your copy, which is essential to making an authentic connection with your audience.

From personal experience, there are elements of the creative writing process that cannot be accomplished by expert training or years of real-world writing. These fall into the visceral category. They are the awareness and application of intuition. These inspirations rise to the surface and conscious copywriters know there is an inherent wisdom within, even though the insight may not make ‘sense’ using logic. They just appear.

What is ‘the vibrational aspect’ of copy?

It is that often overlooked—and underestimated—aspect of your marketing content. It is the feeling your readers experience when they read your copy, based in the pure intent behind your message.

As consumers become more self-aware, feel their way through life (here’s a great example), and align themselves with businesses that speak their language, they become more attuned to the subtle nuances of the spirit of your copy.

That’s why conscious copywriting
is so important.
It takes into account
the vital essence
intended to serve, not sell

Serving vs. selling is what sets your marketing materials apart from the rest. If your message is not genuine, the reader picks up on it even if they cannot articulate what’s happening as they read your offer. They know when they’re being ‘sold’ and simply won’t resonate with a message that’s intended to manipulate them toward the sale… no matter how strategic the savvy copywriting method being used!

In Conclusion

There is a heart behind conscious copywriting; it cannot be manufactured with skill or replicated in an attempt to sell for the sole purpose of making the sale. It requires an authentic, intuitive connection to the spirit of your business to convey your message.

As a conscious copywriter, using my technical ability in equal portion to my intuition is the most effective method of delivering content to clients that is ‘spot-on.’ Time has proven that development of conscious-based copy with intent to serve truly resonates with potential customers, resulting in increased response rates.

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Repurpose your content: a surefire way to make delivering fresh content more manageable and save your sanity in the process

You didn't go into business to lose your mind.

Developing and delivering regular content can be daunting simply because of the sheer volume required; original content for newsletters, updates, blogs, article marketing, FaceBook, Twitter.... On and on it goes, where it stops, nobody knows.

I learned a long time ago that if I was going to do a superior job as an online marketer, I had to implement a system. There was no way humanly possible that I could create original content for every application. So, I execute this strategy every week and it has worked beautifully for several years now. I share it with you in hopes it can lighten your load and free up some time and energy for other business-development tasks:

1. Write one or two original articles for the weekly newsletter.
2. Write one or two very short personal quotations, quicktips or life insights.
3. After the newsletter goes out on Mondays, all this content is repurposed.
4. Article(s) is/are submitted to my ezinearticles.com account (to feed my ongoing article marketing campaign).
5. Article(s) is/are queued to post on my blog approximately 2-3 days apart (this keeps the blog content fresh).
6. 5 or so segments of less than 140 characters are clipped from the articles and insights as stand-alone posts for social networking sites (Twitter+Facebook+Indie Beauty).
7. As I see posts, articles and rich content throughout the week from multiple outside sources, these inspire content ideas for the next newsletter.
8. The cycle begins again.

Work smarter. This is a business marketing machine that with minimal effort on your part, organically runs itself with a continuing influx and outflow of content, allowing you to actually enjoy the myriad benefits of creating materials once that have many applications.

Reader or scanners? You don't have to choose; write to both at the same time!

There are readers and there are scanners. Readers want to digest every word. Scanners want the gist and nothing more.

If you think you have to choose between writing to readers or scanners, the good news is: there's an easy to way reach both at the same time!

Go ahead and write your full content (your readers will LOVE this!). Then, to capture the attention of scanners, embolden prominent segments so they benefit from the value of your message but don't have to read every word.

Your content can then be enjoyed by everyone; readers and scanners.

Emphasizing Price vs. Value: Two Easy Tips to Make Your Desired Impression

Pricing your products or services can be tricky. From calculating the cost of ingredients or components, to factoring in resources like electricity, natural gas, time and expertise, pricing is a common area of stumpification for business owners. (Okay, that's not really a word, but it still works!)

Then there's the marketing aspect. When listing dollar figures, how do you leverage your marketing content so it maximizes results? And what about value? How do you emphasize that?

Fortunately, there are only two things to remember when putting your pricing in writing:

1. If you want to deemphasize the price/cost (and decrease the perception of cost) exclude .00. Here are several examples:
   
   
   • The investment for this 14-day writing retreat is $1,495.
   • Until the end of this month, pricing for all necklaces is $49.
   
   Any time you list prices that your customers pay you for your products or services, avoid cent placeholders. This not only ensures you have clean copy, but the consumer perceives a cost that seems less because of the visual simplicity. Want to this this in action?
   
   Of these two options, which visually seems like less of a cost/price/investment?
   
   
   $2,998 or $2,998.00
   
   
   Yes, one little dot and two zeroes can make that much difference.
   
   
2. Conversely, if you want to emphasize the price/cost (and increase the perception of value) include .00. Here are several examples:
   
   
   • 36-page workbook (value $19.00)
   • I give you my 100% "no questions asked" satisfaction guarantee on your tuition, plus $750.00 in documented travel expenses.
   
   Any time you list prices that represent the value of what you offer your customers, always include cent placeholders. That way, it feels like "more."
   
   With a quick visual scan, copy on a page should be clean. That means there's plenty of white space, visual variety in colors and content, and natural flow. Extra-seemingly unnecessary-digits can make content look busy. However, when you understand the rationale for including .00, the tradeoff is worthwhile; it's more busy, but it's also more effective to convey value.

One dot. Two little cent placeholders. Use them to your greatest advantage by knowing when--and when not--to include them in your savvy marketing materials.

~~~

Want to reprint or share this original article? Feel free; simply use the unedited article in its entirety with the following credit:

Charlon Bobo is a best-selling author, entrepreneurial visionary and empowermentor, as well as a copywriter, editor, online marketer. Affectionately known as the 'conscious entrepreneur' Charlon develops high-impact marketing materials for conscious business owners and empowers women worldwide with her acclaimed 1-on-1 coaching service, Stand In Your Power®. See more at EditCopyProof.com and charlonbobo.com

The 'Aligned Female' Shape-Shifts Business Based on Innate Feminine Gifts

Entrepreneurship is shifting dramatically and the aligned female influence cannot be ignored. The feminine:

• brings a sense of community to business
• is cooperative because we know that is the road to thriving
• achieves results by nurturing others
• wants all members of our tribe to succeed
• encourages others
• challenges others with love
• champions others with kind accountability methods
• celebrates milestones and goal attainment

There is no doubt—with the shifting business paradigm in full swing—women have made a powerful impression and will continue to do so. Our innate gifts as birthers of new ideology will change the face of entrepreneurship so much that soon the old façade won’t be recognizable. It’s the dawning of a new age and we’re the luminaries.

Allowing intuition, spirituality and pure intent to guide us, we’re in a very powerful position to creative positive and lasting change. The way business is conducted will never be the same.

Now, let's return to the reference of 'aligned female' and elaborate for the fullest understanding.

Being born female (a gender identification) does not an empowered woman make!

It’s vital to understand that being strong, allowing the feminine divine to be honored in our words, thoughts and actions, referring to ourselves as “conscious,” embracing our roles as leaders and visionaries, and intentionally creating our lives, is a journey… the journey of a lifetime.

The aligned woman is so much more than female. She:

• has a vested interest in bringing her best to everything she does
• willingly surrenders her plan to the wisdom of the Universe, when it's appropriate for her to do so
• commits on every level to the ever-unfolding process of life
• pushes on with courage, no matter how hard the task
• walks with herself, if necessary, so as not to dilute her efforts and energy with anything/anyone that might take her off-course
• graciously serves others in accordance with her inner wisdom guiding her to choose if, when, and how to use her innate talents and gifts
• models integrity because it’s the core of who she is and how she conducts the business of her life
• celebrates her unique talents—removing all hindrances to shining brilliantly—because she understands this world benefits from her exceptional contribution
• is bold in her approach to life because there’s no value in standing for nothing
• accepts herself as-is, always

Modeling empowered divine femininity has many rewards and it also comprises great responsibility; to whom much is given, much is required. Wielding power with benevolence requires a solid understanding that true power never attempts to manipulate, dominate or control (or even influence or persuade); only insecurity behaves that way. We are actively defining the future of business with our actions. We are creating something dynamically different.

What is your unique role in this shift and what are the innate gifts you bring to business as an 'aligned female'?

Bridge the Copywriting Gap Between Hardsell Sales Techniques and Esoteric Language

Our minds are powerful. And the ability to influence others with strategic copy is something to take seriously. It's also a great responsibility.

As a conscious or spirit-based business owner, the impact on you of using manipulative language in your marketing copy can run the full spectrum from mildly uncomfortable to physically nauseating.

One of my clients recently shared a story: in an effort to write more effective marketing content, she immersed herself in the tips, tactics and techniques of the most acclaimed copywriters alive today. She said some of it literally upset her stomach. The recommended tactics for increasing sales didn't resonate with her and she knew they wouldn't resonate with her audience either.

She's wise; she recognizes there's something that won't work for her readers, but what does she do about it?

It's a very real circumstance; something to be reconciled. You cannot escape it. You must somehow bridge the gap between hardsell sales copy and light, fluffy, esoteric language. But what?

Ask any mainstream copywriter and they can tell you the 3 steps to writing copy that kills (aka converts to dramatic sales numbers and dollars), or the single-most read aspect of any sales letter, or how to inject subliminal messages into copy so readers do one thing: take action.

Ask them about esoteric sales language and they would probably say it has no place in the arsenal of strategies of the greatest online marketers or copywriters; that it is an embarrassment and worse, it is not even effective.

After years of exploration, making sweeping changes, trial testing, experimentation, starting from scratch on several occasions, and fine-tuning the techniques taught by my copywriting mentors,

the most powerful way
to write content that has maximum impact
is to infuse and energize words
with your genuine intent to be of service

The truth is: you can no longer manipulate the thinking or behavior of others. People are changing and our world is changing. Although it may not be the mainstream method yet, conscious businesses are now implementing energetic imprints; the sentiments cradling the words of your copy.

The vibration of the planet is rising exponentially. Consumers are becoming aware of even the most subtle sales influences. They can now discern the energetic difference of a marketing message meant solely to sell and one intended to serve. Guess which one gets their business?

With the sentiment of manipulation as a basis for your marketing content, I promise, your words simply won't resonate. No action will be taken by the reader and worse, you will have made your imprint on them, leaving them with something unsettling; something intangible and yet very real.

In the copywriting world, it's termed word exploitation; the use of words to control, dominate, or manipulate for a specific outcome. It's an outdated model that has no place in our future.

Fortunately, you are no longer limited to:

• hard-sell techniques
• underlying, hidden or mixed messages
• attempts to address lack, loss, heartache, damage or woundedness
• scheming subliminal messages, or
• "proven" formulas based on a crumbling marketing paradigm based in patriarchy

You have new, energetic options to powerfully portray your business.

Breathing vibrance into your words of a pure intent to serve, maintains the integrity of you, your inspired work, and your readers. The power behind words is actually more impactful than the specific words you choose. Of course the words matter to some degree--and they must be based on the fullness of life, instead of deficit, lack, frustration, etc.--but be assured: the sentiment of words carries a positive influence uniquely its own, based on your genuine desire to use your products and services to enrich the world.

With the shifting business paradigm to a collaborative, cooperative, everyone-wins approach, real-world results prove there's something tangible and applicable to the business world on the other side of this "woo-woo" stuff.

6 Success Tools To Accomplish Any Business Goal

As business owners we are inundated with "success tips." Some are highly overrated, while others are merely untested theoretical tidbits taken from other sources, and repurposed and marketed as the golden morsels to achieving.

These 6 Success Tools have been time-tested and proven effective in real-world applications to propel you toward your business or personal goals.

After implementing these discoveries, achievement is much more likely than jumping in impulsively and praying or hoping for success. As you well know, hope is not a plan! These tools were compiled to get you thinking--and planning--for your inevitable success in accomplishing your goals when you work with passion toward them.

6 Success Tools

1. Establish a succinct statement of your goal(s) and your motivation. Write this one-sentence statement on a notepad or 3x5 card as a reminder of why you're doing what you're doing. Place these in several prominent locations in your work environment as a frequent and powerful visual reminder (desk, restroom, purse, briefcase, car, on the back of a door/closet, etc.). You can always refer to this to determine if the items on your to-do list will/won't get you closer to your goal. Obviously, you must focus on the tasks that move you ever-closer to goal attainment. The rest may be "busy" work, delay tactics, or actions of self-sabotage.
   
   
2. Complete a target market analysis. It is CRUCIAL to know your target market. Without this information, you are writing the most generic, white-bread, bland, one-size-fits-all, boring, bedtime story content that will put your audience to sleep! You MUST know and speak the language of your unique target market. If not, opportunities to truly connect pass you by every day. Yeah, it's THAT important! How can knowing your target market help you accomplish any business goal? It brings a laser focus of the needs of that market to all your activities. The more you understand them, what motivates them, what drives them to actually purchase products or services, the more you can cater your offerings to them and capture their interest. Helping other people reach their own goals--by giving them what they want, like and need--pushes you closer to you reaching yours.
   
   
3. Assess your existing skill set to accomplish your current goal. Simply, there are tasks that you love to do, take very little time and refuel you in the process. Yes, complete these action items yourself. Everything else must be delegated to others. If you try to do everything yourself, you will be drained of your precious time and energetic resources. It's smart to delegate because it gets you in the habit of hiring others to do what they do best in assisting you to accomplish your goals. Collaboration is the most powerful and effective business model.
   
   
4. Honestly assess your support system, both personal and professional. The truth is, your spouse or friends may not be the best supporters for goal achievement. Don't take it personally! It's not about you. People cannot give you what they don't have the capacity to give. The reasons don't matter, so don't invest time trying to figure out why. It will never matter, and the exploration will most likely take you way off-course; a distraction from your vision. The most successful people attain their success by having and depending on a strong support system. If you don't already have one, you must create your own network-of-support. Create both personal and professional support networks so you get your business and emotional needs met as you delve into the process of bringing your next goal to fruition.
   
   
5. Get your head "in the game." A committed, whole-life effort is required to consistently accomplish your goals. Your mind and heart must be fully wrapped around your vision so nothing deters you from achievement. Getting your head in the game is initially about making a private, often silent, pact with yourself that nothing will take you off-course until you have realized your intended goal. We do this in different ways, but prayer, mantras, visioning, and exploring the spiritual aspects of the process can assist you in bringing your whole, full intention to the game of goal manifestation. And yes, it can be as fun as a game!
   
   
6. Develop a detailed mission statement. This is an extended version of tip #1. Writing a mission statement is a simple way of capturing the details of your goal. However, the idea is often overlooked as being too simple to be effective. If this is your sentiment, reconsider. Achieving even our wildest dreams doesn't have to be hard. We just have to understand that even the simplest efforts to identify what we really want to experience, putting it in writing, and working toward it is enough to bring manifestation into our physical reality. Detailed mission statements include:

Work schedule - What is the schedule you're committing to? 5 hours per week? 2 hours per day?

Time commitment - What are the time commitments you will adhere to that work best for you? Before the kids awake? From 10 AM - Noon Monday-Friday?

Work environment - Where will you complete the tasks required to meet this goal? Is it clean? Is it orderly? Does it facilitate maximum creativity?

Recovery plan - What is your plan should you begin to feel overwhelmed, frustrated or discouraged? What happens when you have lost your momentum? Is there a go-to person who can assist?

Built-in breaks - What is your specific plan for stepping away from tasking to give yourself the necessary mental breaks so when you work, it's the most efficient and effective? What is the most relaxing and enjoyable thing you do for yourself? Movement? Solitude? Being in nature?

Target deadline - What is a reasonable, yet challenging completion date? On what is this based, and how exactly is it both reasonable and challenging?

There's no easy path to accomplishment. No set of six tips will eliminate the necessity for inspired, focused effort. However, clear goals, reasons for attaining those goals and a few other simple techniques relating to pre-planning will certainly pave the way, making the journey easier.

Entrepreneurs Ask... How Can an eBook Help My Business as a Key Component of my Online Marketing Efforts?

eBooks are an excellent way of establishing a solid foundation; a firm launching point for the future direction of your business. eBook authorship lends credibility to what you're building longterm.

As you know, a thriving business is a series of daily activities to establish and maintain the know, like and trust factor. The premise is that when these three elements have been effectively communicated in your marketing materials, existing customers and prospects will resonate with your purpose and vision, purchasing from you in the future without hesitation. They do this because they already know, like and trust you based on the resonance with your Web copy, blog, articles, testimonials, press releases or other marketing content.

So, how can an eBook enhance your business once you have established that you are knowable, likable and trustworthy? eBooks propel your business by:

• building loyalty-eBooks educate and empower your target market, cultivating a devoted customer/prospect base
• providing validity-eBooks easily and quickly establish you as an expert within your field, increasing your credibility
• increasing opportunities-eBooks leverage your skill set and knowledge for greater exposure, including radio and online radio interviews, and requests for live appearances
• generating revenue-eBooks allow you to strategically position yourself as a valuable resource and/or accomplished authority, thereby potentially increasing your income
• amplifying momentum-eBooks set you up for future success and achievement and facilitate a focused drive toward that prosperity

The disadvantages to a high-quality, content-rich eBook are non-existent. The benefits are many. As one facet of your whole marketing approach, creating an eBook effectively places you in a powerful position to experience even more of the many advantages of entrepreneurship.

Why Write an eBook vs. a Published Book?

This is a common question-and a necessary one-as you educate yourself on the merits of both.

For starters, neither is necessarily better than the other. There is no right option. Choosing one depends on what you're trying to accomplish by becoming published, your current skill set, and your allocated funds for this project. Inevitably, though, you must choose one for your first effort toward becoming a published author.

After careful analysis, only you can decide which option is best-suited for you, but I recommend eBooks for the following reasons:

• eBooks are ecologically-responsible
• eBooks are instantly accessible
• eBooks can be created, marketed and sold within a very short time period
• eBooks can be created, marketed and sold based on your own time table
• eBooks can be created, marketed and sold without extensive knowledge of the complex book publishing industry
• eBooks can be marketed in places where you wouldn't normally be able to market yourself, such as online bookstores
• eBooks easily and quickly establish you as an expert within your field
• eBooks allow you to more fully explore and share your passion for a subject than you can with articles or your Web site
• Short eBooks can be used for free giveaways, incentives or as bonus items (the most common way they are used is to build your subscriber list)

If you're uncertain about any aspect of the book-writing process, writing an eBook is an excellent way to familiarize yourself with the practical aspects of developing a system that works for you. Start small with a special report or mini-eBook. Although this doesn't officially qualify as authorship, the exercise builds clarity and confidence.

With the ability to publish an eBook at zero monetary cost, it's an excellent way to launch your writing career.


For more information on Write Your eBook: Using a Trusted and Proven System While Maintaining Your Busy Life visit http://editcopyproof.blogspot.com/p/wip-ebook.html

Get Paid What You’re Worth… With Creative Payment Methods and Terms

There are many ways to be compensated for your time and expertise. If you are a service provider, you may meet a new colleague, have a strong mutual desire to work together, but need to be creative in terms of being paid.

The possibilities are limitless. Combinations are myriad. Here are a few options to get you started:

1. 15% discount for prepayment in full
2. Purchase 3, pay for 2 (1 free)
3. 50% deposit, balance paid in products or services
4. 50% deposit, balance paid in marketing efforts to promote your business
5. 50% deposit, balance due in two payments instead of the usual full balance due at project completion
6. 50% deposit, 50% of all sales until the balance due is paid in full
7. 50% deposit, balance paid in products or services by someone they know
   (e.g. I provide you services, you provide your products/services to someone you know who offers massages. I receive a massage! Yay! It’s a beneficial triangle of services.)

You’ll notice a theme: 50% deposit in cash. Because money is the culturally-agreed upon method of exchange, that is a solid foundation for your business relationship. The 50% deposit represents your commitment to start projects with a universally-understood practice. The rest is negotiable.

Keep in mind that your intent is to create a win-win scenario. Each party must contribute to the workability of the exchange. If you find you’re the only one giving or compromising during the negotiations, it is not an energetically balanced interaction. If you proceed, you will unnecessarily set other dynamics in motion–even if they are subtle–regarding unclear or unspecified boundaries.

The last place you want to find yourself is feeling compromised. Your services have value. Treat them that way by continuing to massage the details until you both have what you need to make it a dynamic, workable arrangement.

When both parties give, both parties benefit.

What Is "Copyediting" and What Is The Process From a Professional Editor's Perspective?

Surprisingly, the word copyediting is an industry-specific term. If you don't function within this community or have some exposure to it, the word may be simply unfamiliar, or even mysterious, but it's easy enough to demystify.

To answer the question, let's start with a reference from the Chicago Manual of Style. It says copyediting involves both mechanical editing and substantive editing:

"Mechanical copyediting requires a close reading of the manuscript with an eye to such matters as consistency of capitalization, spelling, and hyphenation; agreement of verbs and subjects; punctuation; beginning and ending quotation marks and parentheses; numbers given in numerals or spelled out; and many similar details of style.

Substantive copyediting involves rewriting, reorganizing, or suggesting other ways to present material."

Mechanical copyediting is more of a science because most rules of grammar are absolute. In contrast, substantive copyediting is more of an art based on innate talent, training or a combination of both. A talented copyeditor effortlessly and simultaneously performs both types, unless specifically requested to do otherwise.

So you can see how copyediting actually works behind-the-scenes, below is the step-by-step process, which might be modified from editor to editor based on individual style preferences.

After a thorough review of the content for the degree of copyediting required (light vs. heavy) and a signed Agreement has been received, as well as a project deposit, the copyediting process officially begins. The step-by-step process contains:

1. a full review of the content with no changes. This simply allows a broad understanding of the materials.
2. a second full review with a focus on flow, readability and structure
3. a third full review with an eye for grammar, spelling and punctuation details
4. a fourth and final review of a printed copy of the contents. It is amazing how many "catches" one finds in this final stage of the process. Seeing words on paper vs. a computer monitor ensures proof-perfect copy.

Copyediting is both a skill (mechanical) and an art form (substantive). In the hands of a masterful wordsmith, your copy is clean, succinct and creates a full impact both seen and felt by your customers or clients.

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Building Relationships: Service-based Businesses Go Above-and-Beyond One-Size-Fits-All Email Responses

If you offer services vs. products, you may require much more information from prospects before providing pricing, turnaround time or other specifications.

In the interest of time (don't we all want it now?) potential clients usually want an immediate answer, but you know it's not that simple. And it's best to remain true to the process that works best for you so, in the end, the information you provide is accurate and thorough. To do that, you want to find out more about them, their offerings, their target market and their short- and long-term visions for the business.

"I own two companies with a partner. How can we utilize your services?"

It's a great question; and one that deserves your full attention. Respond immediately with an email to acknowledge receipt and invite them to set up a telephone or video appointment to discuss their specific requirements. Here's an example:

"At XYZ Company we are committed to customized solutions for each client. One-size-fits-all just doesn't work: there are too many variables. We know your time and efforts are valuable and that's precisely why we don't want to waste them. You see, if we don't understand your business, we may not be fully maximizing our contribution to your success. During our comprehensive and complimentary 30-minute consult, we discover how we can best serve you. We want you to experience excellence. Follow this link to our online calendar and set up your appointment today."

Email is limited in its ability to fully communicate either their needs or your ability to meet those needs. During the fact-finding mission (the call), you are able to discern much more than you can by simply submitting your standard price sheet or a link to your prices page. After all, you are building a relationship. That doesn't happen in one email interaction or even one telephone call, but you're much closer to really understanding how your services can benefit them after speaking directly. A personal appointment gives both participants a chance to connect on many other levels.

When you are in a service business, there are no homogenous answers to what you can provide. Fundamentally, what you can provide is based on client requirements. Services can be customized in so many ways and that's where an open dialogue is incredibly helpful.

You take pride in flexibility. You have worked hard to offer value-based services. You owe it to yourself and your potential customers to construct a customized solution and effectively maximize your contribution to their success.

An initial 30-minute consultation saves much time, effort and aggravation in the future. You understand exactly what they need and they know you understand their business. You can provide specs based on that clear understanding. And what better way to begin establishing your connection than to be crystalline-clear from the very beginning. Should they hire you, with mutual understanding, the outcome can only be superior.

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An Editorial

I read this article and was reminded of how much we reveal about ourselves in our writing, if readers are truly paying attention. My OMG moments within this article are indicated in bold.

Author's point #1 was omitted intentionally. It's not nearly as juicy as the following four points.

Author's point #2: "Love your business more than your family. Put business first. Always! If you're not fully focused--if family, friends, community and church fill up your busy weekly schedule--you are probably failing to deliver real profits for your company. Your cell phone is for taking orders from clients, not storing grocery lists. Weekends are for work. Pray at your desk if you must. Your business is not a part-time job. Be there or be broke!"

Author's point #3: "The best family business has one member. Face it, blood and business don't mix. Profits will always be better when you're not keeping an extra sibling, spouse, child or in-law on the payroll. More than 60 percent of the small businesses we work with are family-owned, and that's where most of their problems start. Fire 'em! Cancel your kid's membership to the lucky sperm club. Keep your family squabbles at home, even if you have to pay relatives not to be there. Then change the locks on the office door. You'll save money in the end."

Author's point #4: "Don't treat sales like your mother-in-law. Don't view sales as an unwanted guest. Focusing on sales is the easiest way to grow your business in good times and sustain profits in bad. Get out from behind your desk and shill. Take names. Build a customer database. Breathe down the necks of your sales team. Go out on sales calls. Foster your own relationship with top customers. The era of easy sales may be over, but there's plenty you can and should be doing. Stop being fat, dumb and happy."

And finally, the author's point #5 (and it's a doozy!): "Give up golf, retreats, off-sites and trade shows. Golf is the biggest waste of time. Trade shows and retreats are just an excuse to goof off and schmooze on the boss's dime. Ban any activities that take you away from the office or a sales call. Business owners kid themselves that hitting the fairway is an opportunity to network, but they're wasting thousands in country club dues and missing important phone calls that could lead to more sales. Eliminate these distractions from your life. Let the competition play golf while you steal their customers."

---

Can I just say a big, "WOW"?

There are so many layers here, but to make this succinct, here's my commentary:

In direct conflict with the author's sentiments, succeeding in business often involves establishing a vital support system including family, friends, social engagements and FUN!

I do agree with the last sentence of the article: "Commit to doing whatever it takes to make your business a success, and everything else will take care of itself." Our ways of accomplishing this task are obviously vastly different, but as the headline above says, "Empowerment comes In ALL colors."

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Bargain vs. Value: Are You Sabotaging Your Business?

Honestly, who doesn't LOVE a bargain? 50% off tags make our eyes boggle and an arduous quest for the perfect _______ is forgotten when, at some unexpected moment, we find our treasure at a deep discount. Ah, in those moments, all seems right with the world.

The word "bargain" relates to the price of something; specifically a low price.

What about "value"? And what about a distinction between the two? Are these words significant in the application to business services we delegate to freelancers?

Bargain. Value. Hmmmm.

Lord Byron had a few thoughts on the subject of bargains:

"A bargain is in its very essence a hostile transaction. Do not all men try to
abate the price of all they buy? I contend that a bargain even between brethren is a
declaration of war."

It sounds like Lord Byron spoke from experience. Why else would he be so impassioned? "Hostile transaction. Declaration of war." Those are strong words.

When hiring pros to make their valuable contribution to the success of our businesses, rarely do we look for a bargain. We want many things, but a bargain is not one of them. We want quality, we want integrity, we want dependability and we want all that at a price that has value to us: the price is high enough so we know we're engaging the services of a skilled professional, but low enough so we can realistically work it into our business budget.

Getting a bargain may mean we compromise value and quality in the process of building our businesses. And how can that ever serve our vision and goals?

As business owners,

confine bargain hunting
to actual goods and
seek value
when hunting for services

It's a clean distinction and one that fits into big business plans for growth, efficiency, simplicity and continued forward momentum.

So, what's the most effective method to getting value when hiring freelancers?

1. Ask for referrals from your colleagues and friends.
2. Compare services offered AND pricing based on your needs.
3. Contact references.
4. Establish clear contractual parameters.
5. Start with a small project.
6. Remain actively involved with open and ongoing communication.
7. At the conclusion of the first job, conduct a brief assessment to determine if a second assignment is warranted.

For the most part, pros who are compensated fairly do work comparable to their compensation. A bargain price often means bargain deliverables resulting in lost time, effort and the need to start from "square one." After a bargain-based experience, many entrepreneurs start over with an important lesson learned and a keen eye for getting value, instead of a bargain.

Bargains will cost you in the long-run. Learn from others and shorten your learning curve in business. There are plenty of other lessons to learn on your own. This doesn't
have to be one of them.

Bargains are good. Services are valuable.

---

THE Secret to Hiring a Professional Editor at a Fraction of Industry Rates

Delegating tasks to others is a key to your success in business. You cannot do everything, nor would you want to do everything. By hiring professionals to do what they do best, you focus on what you do best and grow your business at the same time.

As an established business owner, you probably already have existing marketing content: descriptive web copy, effective sales letters or 4-color brochures with matching pens to mail with your thank you notes and promotional campaigns. But there may be a few more pieces to add to your marketing puzzle including an article campaign, a press release to distribute news of your latest product launch, or an auto-responder series for your newsletter sign-ups.

Sticker-shock is common among the clients of copywriters and copyeditors. As word artisans there is a great deal of skill and time involved in creating captivating copy that both meets your expectations and delivers results. You want true professionals on your team and yet although the expense is an investment in your business, sheer economics may mean the difference between being able to hire them or not.

If you know you need the services of a competent editor, but struggle with the hows of paying for it, you are not alone. At the risk of singing the very tired "in these economic times..." song, it is important to find innovative ways to stretch every resource to its max.

This is one insight is the key to maximizing your editing dollars:

Hiring an editor
for the finishing touches
of any marketing piece
is the most cost-effective method
of securing their services

Essentially: give your editor a near-finished document.

So, what does this mean?

1. You (or someone competent and knowledgeable of your company and products or services) write the content.


2. At least two people with an intimate understanding of your business review the materials to ensure the message: 1) speaks directly to the target market, 2) is easy for anyone within that target market to understand, 3) communicates succinctly and effectively, and 4) flows naturally.


3. The document has been reviewed by at least two sets of eyeballs for grammatical, spelling and punctuation accuracy.


4. One final review by someone competent who hasn't seen the document before.

By the time you complete these four simple steps, your document is near-finished. Now it's time for an expert editor to step in and work their magic... at a fraction of the cost of a comprehensive editing job, which may even involve aspects of copywriting depending on the strength of the copy.

As you know, time is money. When you save your editor time (by doing the labor-intensive action steps of getting content into polished form), you save money. And yet you are still able to hire them for the best part of what they do so skillfully: to ensure your message is clear, direct and effective before it is mass-distributed.

Here are a few additional tips for maximizing the expertise of a seasoned editor:

1. Establish a budget based on a real-world assessment of your circumstances and give this figure to your editor. Ask what s/he can do for that amount. You'd be surprised at how much can be accomplished in a mere hour. Let your editor tell you what's possible based on their knowledge, not your assumption.


2. Ask about terms. You never know how flexible your editor might be unless you ask! As a consumer, there has never been a better time to negotiate all aspects of delegating work to other entrepreneurs. However, let fairness for all parties be your approach. What diminishes one, diminishes all, no matter how screaming the deal for the one.


3. Be creative! Black-and-white approaches to life are not only limiting, they're a pure bore! Make the art of delegating and negotiation fun. You'd be amazed to discover the multitude of ways to collaborate with other fabulous entrepreneurs by stepping out of the proverbial box to dance on the top of that box. It starts with the willingness to be creative and explore ALL the possibilities. If you want to work with someone, find a way to make it happen with ongoing, open dialogue until you reach an agreement that leaves everyone smiling.

As the old adage goes, where there's a will, there's a way. Will yourself to enjoy the services of true pros. Not only can it work into your budget, but it makes a colossal difference in the quality of your marketing copy, which is your representation in the world. And you want it to be the most effectual imprint possible.

---

Article Marketing: Keyword QuickTip

Strategic placement of your keywords is an important component in your successful article marketing campaign. Keywords should be placed in the:

1. title
2. first sentence
3. last paragraph of the article
4. resource box whenever possible

Keyword phrases shouldn't be overused. This is called "keyword stuffing" and you can be penalized by search engines.

Saturation percentages (the number of times your keyword(s) show up in your article] recommended by industry experts range from 3% to 10%, although the higher the inclusion percentage, the harder it is to retain the interest of the reader. The reason is: keywords become repetitive and sound like advertising. The way around this is to maintain a 3-5% inclusion rate while focusing on writing interesting content.

The most effective articles are a delicate balance between:

• strategic keyword placement
• keyword repetition
• engaging, creative copy

Based on my personal experience, this is an art. It isn't easy; especially at first. Keyword article writing requires a switch-in-thinking. As with anything though, your efforts and skills improve with practice. Happy article writing!

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Which Takes Prominence - Service to Others Or Monetizing Business Activities?

Based on my observations, when business owners focus on making money first, service to others often suffers. However, when those same business owners shift their focus instead to "service first," the ideas and money seem to flow much easier.

Why?

I cannot say definitively because many factors are involved, but let's explore what's behind each approach.

Money first

Until we live in a society in which each person takes only what s/he needs and gives in equal measure based on individual abundance, choices, talents and strengths (this is the subject of a very different article!), we all agree cash money is the method of exchange for goods and services.

Okay. With that said, when we approach business with a "how can I monetize my _______________ (ideas, newsletter, information, Web site, expertise, etc.)" mindset, inherent is a myopic perspective. Our viewpoint is so narrow, we limit ourselves without even realizing it. A "Money first" mentality can only ever deliver money first... above everything else. Service takes its place as a second priority, if at all.

Service (and people) first

When we grow business based on how we can best serve others and that is the heart's true desire, a spiritual/magical element is introduced to facilitate our success. It not only allows us to achieve our money-based goals, but it does so in a much more creative and supported fashion. On some level it just "makes sense" and "feels better" based on recent energetic and cultural reprioritizations around money.

A "Service and People first" mentality delivers results and relationships. Money and deep fulfillment just seem to follow organically.

There's nothing wrong with money. Depending on your personal relationship with money, though, it can be hard to generate more by focusing exclusively on money first. What makes the process easier is opening up to greater possibility. It begins by asking yourself...

How can I best serve others with my efforts?

A simple shift in thinking is all that's required. The result is a beautiful fusion that meets both economic needs and philanthropic desires.

---

Female Entrepreneurs: Stop Negotiating Your True Value

As conscious entrepreneurs, we artistically combine our expertise with a focus on service to humankind. In an attempt to "help" our clients, we can find ourselves in the position of negotiating our prices.

Let me ask you: How many $10K business events can you afford to attend right now? If you say, "None," you'd be joining with the majority of entrepreneurs in the same position.

Do you think the speaker at one of these events is concerned that you cannot afford it? Nope. Enough can, and will pay the admittance fee because the content promised is worth every penny... and probably more.

Is your financial situation the concern of the speaker? Nope.

Should s/he even care that you perceive you're being excluded? Nope.

There are tons of experiences you may not be able to afford. That's simply not anyone else's concern. And it shouldn't be.

Let's look at this from another angle: It's very likely your products or services are not accessible to a portion of the worldwide population. Should you make special accommodations so they are accessible to everyone? Nope. Why not? Because that's probably not the reason you started your business.

The bottom line is: You're in business to make money.

When we provide a cost quote and our client says, "I just cannot afford it," the natural thing to do - especially as female entrepreneurs - is respond by making accommodations. We reduce our prices, throw in additional hours or products, or offer payment options.

If we are willing to sell off and negotiate rates, we're essentially saying,

"My (products or) services are worth the value
YOU place on them."

Yikes and holy, moly. You will be back into corporate chaos in no time if that's how you truly approach business.

I heard it said recently that negotiating does two things:

1. It reinforces my lack consciousness
2. It reinforces my clients' lack consciousness

Whew! That's harsh. Take a deep breath and read it again. If you see yourself in this discussion, it's never too late to begin honoring your value.

Let's explore each of these points.

How does negotiating reinforce my lack consciousness?

Entering into negotiations is an activity that places you in a disempowered position. It leaves you explaining your rates. It forces you to invest precious time for which you will not be able to bill. It dishonors the thousands of hours you've invested in becoming a professional who has a valuable service to offer.

When it comes to your value and your business, the last place you want to find yourself is tied up in the trunk! That's where negotiating leaves you. Instead you need to be in the driver's seat.

Lack consciousness is the perpetual lie you tell yourself with your words, thoughts and actions. It is you telling you - in the most subtle and damaging way - somehow you don't deserve the rates you charge because you're just not worth it.

Who determines our worth?

We do.

Before you sigh in resignation and think we have to delve into your childhood to find the answers of why you're where you are in life and think the way you do, relax. We don't have to dredge up anything. We are going to start right here, right now.

I'm going to share something with you that contains the secret to unlocking a completely new approach... one that leaves you newly empowered and clear on the FACT that you are worth every bit of your fee. As soon as you encompass this, I want you to expand this concept and double your rates!

Bold?

Yes, that's why we're here... to continually push the edge of self-comfort and familiarity to explore what lies beyond.

The secret? It's so simple. Every time you find yourself hesitating when someone asks you your rates, wanting to make special accommodations because your client "cannot afford it," or beginning to think of ways to make it work for your client, say aloud:

"I destroy and uncreate everything
I believe I was and am.
I destroy and uncreate myself today."

How does this set you on a new path of declaring your worth?

Tell me yourself after you've said this AT LEAST twice daily (upon waking and upon retiring, and as circumstances arise during the day) for a mere 30 days.

You will not be the same person. You will sit up straighter. Your voice will not falter when you speak truth to your value in the form of your rates. You will be deeply empathetic when fellow entrepreneurs express their woes in not being able to afford you, but still, your rates stand as-is. Doesn't that sound profoundly freeing and powerful? Isn't it worth a try?

(A natural question surfaces: "When I destroy and uncreate, with what do I full the vacuum?" Answer: Nothing. Spiritually speaking, you cannot destroy or uncreate the truest essence of you, so you don't have to worry about undoing and end up as nothing. This exercise can only deliver a more aligned version of you; a version that knows innately you're worth even more than you're currently charging! And when you're ready, you''ll increase your rates yet again to match the ever-growing confidence to be compensated based on a value YOU assign.)

How does negotiating reinforce my clients' lack consciousness?

As business owners, we are (hopefully) modeling good business practices. With our words, thoughts and actions, we must convey resolute confidence in our talents.. and service rates.

If I negotiate my rates, I enable, or reinforce, my clients' false beliefs (that they cannot manifest adequate funds to hire me, as an example)... beliefs I don't even hold to be true. I become the last link in a very long chain of life experiences that reinforces their "truths" - beliefs founded in limitation (the inability to manifest funds to pay for professional services).

I do them no favors by engaging or entertaining this notion. It is the essence of a co-dependent collaboration and in the words of one friend, "You will only see asses and elbows!" (Interpretation: I will run away as fast as I can from this scenario.)

There are plenty of writers who will negotiate rates. I'm not one of them. I know my value and it is my intent to show you yours.

Our clients need to know we are 100% confident in the value of our contribution to their success.

You see,

our confidence and silent resolve
instills a level of confidence in our clients
Perceived value is everything. If you are sure about your rates, it makes clients think, "Wow, Charlon must be really good if she charges $495 for an hour-long consultation. One way or another, I must find a way to work with her!"

Now, no single negotiation is inherently catastrophic to our businesses. But, over time these actions serve to erode our sense of self-value. Don't even set this pattern in motion!

As appropriate and inspired, we can occasionally barter, negotiate or even donate our time, but these practices cannot be the foundation of our business.

How do you maintain a sense of service to others AND a commitment to maintaining the value of your time?

Begin today. If this is an issue with which you struggle, it's simply an unexercised muscle. The Marines have a saying, "Pain is weakness leaving the body." There's no need to be pained any longer by the subtle and ever-eroding impact of negotiating. You will never grow a solid business on a weak foundation of changing the rules every time a client cannot afford you.

If you're willing to trade your vast and precious life knowledge as if it has no value, it won't... for you or anyone else. Remember: We teach people how to treat us.

How do you respond when clients cannot afford your rates or want to negotiate?

The answer is obvious and simple. Without saying, "No," you plant seeds of thought and leave the future client (I'm being highly optimistic here!) with several options. Here are sample responses to give you some ideas:

1. "My clients benefit from expert copywriting in too many ways to count. I know when you have the funds, you'll make this a priority. Based on the experience of former clients, professional copywriting dramatically increases exposure and sales. In the mean time, here are some referrals to learn more about copywriting so when we begin working together, you'll already have insider knowledge of the process."


2. "I completely understand the challenges of delegating funds for copywriting. When I started my first company, I did everything myself. I thought I had to learn and know how to do it all and that left me frustrated and exhausted. It was such a key to learn to delegate tasks to professionals. When I did that, I noticed a huge energy boost and increased profits! I see so much potential in your vision and would love to help you with expert copywriting when the time is right. Until then, feel free to download my free report, Exclusively For Entrepreneurs: Expert Copywriter Reveals Easy 9-Facet Formula to Proof-Perfect Copy... Every Time"


3. "When you hire me, my efforts are laser-focused on achieving measurable results. If I negotiate rates, I would be doing a disservice to myself and those entrepreneurs who know the value of a wise business investment... like professional copywriting. I would love to work with you based on the original proposal amount emailed to you."

As you can see, the details of this topic are manageable 100 different ways. The bottom line is: Stop negotiating. Your personal and professional values are at stake! Treat them as the treasures they are.

How To Get The Best Testimonials

Using customer testimonials in your marketing materials (sales letters, brochures, Web site, advertisements, etc.), is one of the most powerful marketing and sales tools available.

Very similar to personal referrals, testimonials lend credibility to you and the products or services you offer.

Obtaining testimonials is as simple as asking; customers and clients are often agreeable to giving you an endorsement to use in your marketing efforts. However, all testimonials are not created equal. They must make the most impact and serve a specific purpose depending on your marketing goals, e.g. increasing sales, establishing you as an expert, providing reassurance to prospects, etc.

Effective Testimonials:

1. Showcase your business using the real-world
   experiences of your trusted customers
2. Address a specific issue and portray you as the solution

The Easiest Ways To Secure Effective Testimonials

Most people are inexperienced in providing testimonials, so it's your job to make the process as easy as possible. The more you do to facilitate it, the more likely they are to respond favorably. Here are a few ways to make capturing testimonials effortless:

1. Email a sample of an optimal testimonial. Or guide them to your existing testimonials page, if you have one. If not, quickly write a sample they can use as a starting point.


2. Write the testimonial for them. Although it sounds awkward, this is a common practice and makes writing less intimidating. They edit the content and send the final back to you.


3. Automate the testimonial process. Create a template at your Web site for clients and customers to easily submit answers to no more than 5 questions. Choose generic questions that are most fitting to your target audience. Then include a comments field for them to supplement or enhance their answers to the questions. What is submitted becomes your testimonial. Also provide the ability for them to upload a quality picture of them which you'll place with their testimonial.

Keep your eyes open throughout the everyday life of your business for 'testimonial-potential.' That's my term for any positive feedback you can use to build consumer confidence in you and your business. Even a few words in a random email can be used somewhere, somehow. If you want to rework them to better serve your purposes, simply ask the contributor if it's okay. Be sure to ask for permission to use any unsolicited testimonials whether you use them as-is or change them. And ask for a quality picture or pull one (with their permission) from their Web site. Pictures dramatically increase the effectiveness of testimonials.


Testimonial Signature Lines

The most effective testimonials include the person's full name, business name, title or city and state (depending on what's more relevant) and a quality photo. If they have a business name and the testimonial relates to their business success, include their web address and/or email, as well. Any web addresses should not be live links, e.g. www.GailsFloral.com vs. www.GailsFloral.com


As you can see, powerful testimonials that compel users to take action after visiting your Web site requires an initial investment of time. But those testimonials will work for you every hour of every day from that point forward, so it's well-worth the investment in yourself and the life of your business.