Elvis Costello, Trust

Where Does Trust Fit Into Business?

In my business and marketing, trust is the goal. I was raised in a family business where we understood the know-like-trust factor very well. When people get to know you, then like you, they’ll trust you. And it’s much easier to engage in a transaction when trust is established than without.

One of the reasons why I have prospective private clients schedule a 20-30 minute chat with me before deciding to work together is so we can determine if the trust is there to work closely together… or at least if we show the beginning signs of allowing this to happen.

I see the word trust come up more and more. Trust Marketing is now a way of doing business, and Chris Brogan’s book Trust Agents explored it in an even deeper way.

Lately the word trust has been popping up for me as I embark on a journey to discover my “meta-brand”, the big picture umbrella brand that encompasses all I do.

And in the discovery process, I found out some interesting things about trust.

You see, most of the trust building practices we employ as marketers are about getting our prospects to feel OK with being vulnerable and then to come to us for help. We discover their challenges, then move forward with a solution (ie, working together.)

We, in turn, have no obligation to put our trust in them or show vulnerability. We can look perfect.

They can look all screwed up. They can cry on the phone to us.

We can look like we have it all together… even when we don’t.

I’m not saying you need to cry to your prospects and tell them what’s not working in your business… this isn’t about that at all. But I do want to say aloud (are you listening?) that it’s time we start showing TRUST as we market and take risks doing things a different way.

• Trust that we don’t have to look perfect as we try new things. (For instance, if you’re just trying out video, be OK with it not being Academy Award material… or if you’re in a rebrand, you’re not afraid to show the process)

• Trust that we can be truthful and not fear that it will kill sales. (Example: not being afraid to say no to a non-ideal client so you can make room for an ideal client)

• Trust that perfection isn’t what people are looking for in a healer, coach, consultant, et al. (Example: “Here’s something new I’m trying and I’ll let you know what works and doesn’t work as I explore it”)

I already know some of you are disagreeing with me. “Who’d want to hire someone who isn’t perfect? You MUST craft a public image free of flaws!!”, I hear you saying.

This isn’t about you being you stumbling down the street in a drunken stupor and letting the world know about it. But it is about holding the trust that you really can be yourself… and the world will still buy from you.

How does this land for you? Does it scare you? Drive you batty? Wish I’d “shut the front door” and move onto another topic? Resonate?

I want to start a discussion on this because I think there’s a lot of juice in this topic. Leave your comments below. Or if you’re a blogger, take on the topic of TRUST in business and come back here and leave us a link to your article.

Plan B- it may look like a maze, but there could be a prize at the end

Running Your Business From Plan B

You know the old adage, “If you fail to plan, you plan to fail”?

I’d like to add a footnote to that.

“And if you fail to have Plan B, you’re really in trouble.”

The secret to keeping Plan B in mind, is that you don’t always know what it’s going to be. It may require you to think on your feet, be spontaneous, and even try something new.

I’ve had a host of Plan B moments in my online business, so I’m sharing my strategy with you along with specific examples of how to navigate the waters of Plan B. You may find that Plan B is actually the doorway to your next big success- so greet letdowns and blocks with gratitude by having these 4 tips under your belt.

1. Don’t Fight Reality

When things don’t go as planned, you may want to fight tooth and nail to get your way. Or you may want to go into acceptance and move on. I stop and gauge how much struggle I’m engaged in to make something happen. If it’s a mild challenge that excites me (I do get a charge from problem solving), then I’ll work through it. But if suddenly I find myself distressed, obsessed, and pissed off then it’s time to evaluate whether this is still a great idea. I recommend Byron Katie’s philosophy “Don’t fight reality” as a way to get your prespective on struggle and suffering.

2. Have Alternatives

A well known online marketer was all set to promote a launch of ours with an email campaign. At the last minute we got a message that it wouldn’t be possible. We were really counting on this person’s support and their non-participation would definitely effect the visibility goals of this project. So what to do? I’m not the type to harangue and hassle, but went straight into alternatives because I didn’t want it to be an either/or situation. Can they mention it in consecutive issues of the ezine? Can they blog about it? (Providing their blog is read and gets traffic). Can they engage in social media conversations about it (not just emotionally vacant promos, but real conversation?) Is there something else we can do to get this message in front of their audience? Keep alternatives handy in case you need to move on with something else.

3. It’s OK to Say No

I'll catch you next time, Ellen!

One of the biggest lessons in the Land of Plan B is to know when to say no.  A little while ago I was super excited to get VIP tickets to attend the Ellen DeGeneres Show. My body had different plans as I woke up that day with an awful bout of the flu. Despite being pressured to risk driving over an hour to the studio (in L.A. traffic, mind you) I had to say No. It was so hard, but in the long run was the best thing I could have done. I had clients flying in from all over the country for a mastermind meeting that weekend and if I’d have gone to the show, I probably would have been too sick to attend my own retreat.

4. When One Door Closes, Another One Opens

photo by Ricardo Alarcon

I truly believe that God’s in charge and when doors keep closing, there’s something else cooking that ‘s even better. Going with Plan B can be the gateway to one of the most incredible directions you’ll have ever taken. You just need to let go and trust!

How about you, dear reader? Have you had good fortune with Plan B? I’d love your stories, comments, or anything else. And be sure to share with your friends

Can I get an Amen?

Well, I’m kinda going through the professional version of this by publicly documenting my own rebrand. I touched upon this in an earlier post that got some amazing comments (thanks!)  of how the vulnerability of the process is challenging but necessary.

There’s a coyote trickster who lives somewhere between my ears, hiding in the crevices of “crap, what will people think of me” and “shit, I have no idea what I’m doing”, (my coyote has a bit of a potty mouth, excuse her) who warns me on a daily basis that publicly documenting a rebrand is career suicide.

Then I have this VOICE FROM ON HIGH that says, “Eff the Trickster, honey. Get out there and tell this story.” (Funny, my higher power has a potty  mouth too… tee hee! Buncha scalawags!)

So me, the person who can help clients nail their brands and get more visibility, is publicly stepping out of the dressing room (eek! please don’t notice my flab) and sharing the process of MY OWN rebranding journey.

I think by doing this, I’m going to accomplish a couple things:

1- Well, I can already say  it’s a massive dose of humility, so on a personal level I’m growing.  Ouch, but I’m growing.

2- People who are also going through rebrands (or pondering it) will feel less freakish knowing that someone else is thinking what they’re thinking, afraid of what they’re afraid of, celebrating what they’re celebrating

3- Visibility has the opportunity to be redefined… not only projecting the “I’ve got it so together” persona, but the vulnerable without turning into self-obsessed mania.

You’re invited to follow along on Diary of a Rebrand… I’m not giving tips on standing out (keep coming here for that, life continues at the Viva blog) but giving you a glimpse into the inner workings of change, exploration, discovery, and honesty.

I have a colleague who’s great at selling, but has no online visibility or strong visibility strategy. Instead, she has to constantly prospect and close, prospect and close. Every person who engages in a conversation with her has “prospect” stamped on their head and she’s the type of person you run from when you see her in the room. You just KNOW there’s a pitch attached… and you start feeling like stalked prey.

Visibility- especially online visibility, because when people want information they go online- helps prospective clients get to know you without making them feel like Bambi running from the hunters. It puts intelligence into the sales conversation, providing prospects with information they can use to make a smart decision on who to buy from.

One of the greatest tools you can use is the success of your existing and past clients. When people share their success stories, they do the selling for you. And when you make that information public and part of your marketing, it communicates amazing results without manipulation or coercion.

Testimonials, case studies, and client success stories can be highlighted in blog posts, audio interviews, video… any media will do. Sometimes it’s a long conversation that will turn someone from interested to invested, other times it’s a short powerful snippet that catches your prospect’s attention.

I put this video together using Animoto to give a quick overview of some client results. My favorites have numbers attached to them… 75% revenue increase, $180K from one idea, speaking to 30,000 listeners… check it out and use this strategy to boost sales with your online visibility.

(P.S. If these results inspire you, please contact me for more info)

Click here to view the embedded video.

www.TalkWithNancy.com gives you more info on working directly with me

Numbers alone won't make you money- find out how with these 10 tips

Visibility isn’t just about the numbers. In fact, the sad truth is there are countless “highly visible” people out there who are kingpins and queen bees of their circles… making little to no money.

You do need numbers, I won’t discount their importance entirely.

But before you clamor for the numbers, make sure you’re positioning your business in a way that speaks in results, resonates with your ideal clients, and communicates that YOU are the expert in your field.

Go over this checklist on your own or  contact me for personalized support in maximizing your visibility. Whether it’s through private mentoring or other resources, my strategies work. Clients who work directly with me on these principles have the fastest, most powerful results:

Visibility Success Checklist

1. You understand your expertise and how it helps others.

2. You confidently claim your expertise without undervaluing it, over-inflating it, or making false claims

3. You communicate your expertise in results based language so prospective clients “get” you and want to work with you

4. You know who your ideal client is.

5. You know where to find your ideal client.

6. You understand how to price your services

7. You are able to serve clients in a way that leverages your time yet still delivers maximum results

8. Your branding is consistent, current, and relevant

9. Your marketing is consistent, current, and relevant

10. You have a network of colleagues, referral partners, and other businesses who share opportunities with you

When you have all 10 of these in place, your business can go beyond where you are and put you on a whole new level. Whether you’re a start-up or established business, keeping these tips in mind will keep you visible to the right people and attracting the most lucrative of opportunities.

Action Step: Some of you reading this are realizing you need a second set of eyes to evaluate and strategize around your business.  Contact me directly for information on working with me to put these components into place.

Every now and then this feeling strikes me… up until now I’ve avoided complete and total rebrands by simply RECALIBRATING. It’s far less stressful and can fit into my busy life.

By RECALIBRATING my brand I’d usually add in a new program, flesh out something I was interested in… but never BIG change.

The subtlety of slight changes has been a good way to go. In 2007 I went into the world of social media and visibility. That was the last time I made a major brand change from Comadre Coaching to Viva Visibility. By 2009 I was getting a bit bored with social media and introduced my Profitable Essence program, but didn’t abandon Viva Visibility, I just added this in.

But in the Fall of 2011, it hit me upside the head and I realized I truly needed to rebrand from the ground up. I’ve grown so much that my expertise couldn’t be contained with what I had created. But my mind went BLANK when I was trying to think up a way to go. (Hint… I’m very creative. Lots of ideas. I’m my own ideal client at times)

So I set out on the quest to find the Holy Grail that is MY BRAND. (As of this writing I’m still on the quest. I’m in no rush which is a new way of living for me)

(For all you students of the human psyche, it might interest you to know that I also made a major LIFE CHANGE in Fall 2011 and began anew minus el esposo. So clearly change is in the air and the old is shedding whether I’m trying to make it happen or not.)

Here’s an honest report from the trenches so you can get a glimpse into the process:

1. My good friend Andy advised me not to rush. She knows what a fast mover I am and  gave an astrologically based reason why I should wait. Sounded good to me, so I bit back on the temptation to run and allowed myself time and space to do this.

2. In every conversation I had with colleagues, I let them know I was rebranding. I wasn’t asking for their help other than for their feedback on what they see as my greatest gifts. I let them know I was not in a rush and that I was taking my time.

3. I invested in help. This has been HUGE. Thanks so much to Kim Castle and Lizabeth Phelps!

4. I got clear on how I want to be in this new brand. But I still wasn’t there.

5. Then the other day, after going about 2/3 of the way through Brand-U, I had a big realization. What I thought was my BRAND that I was working on, was actually the branding for a product and not my BIG BRAND. Crap! I was so bummed when I got to this point but happy too… I mean, happy for the realization but bummed because C’MON ALREADY LET’S JUST BIRTH THIS BABY!!

So here’s my dilemma at this point… I either brand around the unspellable NANCY MARMOLEJO, and showcase me as the figurehead of the biz… or I drill deeply into the CONCEPT of what I stand for and create an entirely new brand using a new name, new domain, etc.

That’s where it stands.

Usually I blog with solutions, tips, and resources. But today I wanted to give you a glimpse into what’s happening behind the scenes. Maybe you’re in the middle of a transformation. Maybe you’re going to rebrand. You’re not alone if you’re confused, unsure, but confident that it’ll all work out. I know mine will be a homerun and I can’t wait to see the baby when she’s born.

I started a new blog, Diary of a Rebrand, to chronicle my journey. After having a conversation with Lissa Boles, we agreed that me going through this process INVISIBLY wouldn’t help me or my mission.

So here I am world… still open for business, but fine tuning and making everything better, more powerful, more exciting, and more ALIVE!!

Back in 2004, I had a fledgling coaching business and a baby at home.

Having grown up in a family business, I learned early on that the world wasn’t going to beat a path to my door without some effort on my part. So I delved into my business DNA and pulled out an idea to get my name in front of more people with less effort. I needed some publicity.

I’d just won (drumroll please) SECOND PLACE in an online ezine contest. In 2004, nobody really talked much about ezines, but since I had one and I spotted a contest, I figured this was a great place to launch my name into the big arenas. I also knew mine was very unique and had a great angle.

I was so thrilled to have this 2nd place honor, I wrote up a press release and sent it off to every major magazine and newspaper in the country. In my mind, I pictured the editors of Time, Latina, People, and the Los Angeles Times gushing with excitement over my story, anxious to send a photographer out to capture me in my glory.

Really. For an ezine with MAYBE 100 readers.

I know, crazy… but stay with me, it gets even better.

In my follow up, I discovered a few things:

1. Nobody “bit”… hmmm that was discouraging

2. Nobody knew what an ezine was…. really?

3. Persistence pays off… truly!

One reporter from the Orange County Register did respond… and the part that seemed of no interest to anyone else (“Latina”, “creativity”, “entrepreneur”) interested him. It interested him to the point that he came to a workshop I gave and several months later the story appeared on the front page of the Lifestyle section.

The timing of the story’s publication couldn’t have been better. It was the day after a holiday, so there wasn’t a lot of news to report on. I got a big piece of front page real estate and color photos to boot.

And then my phone started to ring.

And ring.

And ring.

Life and business would never be the same after that.

You can hear me tell the entire story in this clip from my recent Wild Idea That Paid Off Virtual Chat Series where I interviewed 8 amazing entrepreneurs who took action on their wild ideas.

Click this link to hear how one insignificant contest turned into hundreds of thousands of dollars in free publicity, celebrity, and multiple streams of income!

I love sharing this story because it shows the power of taking action, persistence, and wild ideas paying off.