In this stage you think like a marketer.  All the time.  If you were an artist, you would view the world through the lens of how you could get that image out in the world via the media you use.  If you were a writer, life is one big story that you want to tell.  And at the Content Mastery stage, your knowledge, skill, and expertise is the thing you are now looking at sharing in a much bigger way.

Before Content Mastery stage you may have had a brochure or passed around business cards here and there, and even maybe shot off a few newsletters when you felt inspired.  But no more! At this stage, content is king. Or queen…depending on your gender.

This is where you look for more and more ways to spread your knowledge.  The successful folks are blogging 3-5 times a week, touching their list 2-3 times a week, doing teleseminars, direct mail, publishing articles and ebooks, speaking, doing radio, and know that at this stage, their #1 goal is to be known as a trusted and credible expert. When all these things are in place, you can’t help but get new business because you have positioned yourself as the go-to person in your industry.

“Yes Therese, that sounds great, but how do you do all of that” I would imagine you are saying.  Here’s my formula to get you started:

1.  Own your expertise.   Start now.  Where ever you are in your business.  Look at the ways you help your clients and make sure you are asking them to tell you more about that!  Testimonials, client stories, and recommendations go along way to combat that little monkey in your mind that will tell you that you are not all that good.  Most of us are way harder on ourselves that we are with others, so take an objective look at what you bring.  Write it down and then monetize it if you will.  Example – what’s the value of what you bring to someones life.  The more you can capture this, the better you will feel about stepping up and saying, “Oh yea…I got it going on!”

2.  Narrow your focus.  Sorry but that whole “Jack of all trades, Master of none” just doesn’t fly in the world of marketing.  Home repair, sure…but you can’t play that card if you want to be seen as an expert.  And I do have to put this caveat in….even though you may do multiple things really, really well…you can’t communicate all that in one marketing message.  I was working with an acupuncturist that did all kinds of cool body and energy therapies, and also facial rejuvenation.  She’s obviously skilled at both, but imagine trying to appeal to the athlete who wants relief from his knee pain and in the same marketing message to the 55 year old gal who wants to look younger!  It’s not possible, so in her case I suggested two different websites to reach her different audiences.  The lesson here is that you can have a wide focus if you split it up in your marketing materials, but it will take you more time/energy.  The more narrow you can be, the more well known you get – faster.

3.  Discover what problems your market has.  Research, baby!!!  I discovered quite awhile ago that there is a difference between what our market NEEDS versus what they WANT.  We often try to sell them what we think they need, but if you do this, it will fall on deaf ears.  The trick?  Sell them what they want while educating them on what they need. Example – I was coaching a client on designing teleseminars for physicians who wanted to learn more how to market their practices.  My client was all about showing them how to do social medial (what they need) but that population has been marketing for years with brochures, ads (what they want), and more offline strategies.  So we had to do loads of educating them on what’s possible in the world of online networking (what they need.)  Got it?

4.  Write about how to solve those problems. It’s actually quite simple.  Write (or speak) with the perspective that you are giving your market solutions.  You can do this in your Facebook or Twitter posts, your blog entries, newsletters, and any talks you give.  Keep it simple!  I see people trying to throw the kitchen sink in.  In fact for the Teleseminar Sales Coaching that I do, usually the first thing I work with my clients on is cutting in half all the content they want to try to tackle in the time frame.  Here’s the rule of thumb- small chunks are better.  Cover 3-5 points versus 20-30.  And why don’t you go right now and make a list of ten problems that you could solve.  For each of those ten things, come up with ten ‘chunks’ that you could write about.

5.  Schedule it! I know I sometimes get stuck on what I should write about, so if I have the topics at hand, and time blocked out, it’s much more likely to happen.  My latest trick is to have a focus buddy.  My gal pal Natasha and I have been calling each other in the mornings this week committing to what we”ll get done.  It’s so easy to get side tracked that this one little element of support is allowing us both to keep in integrity with what we say we want to do, so try that one out.  (This blog getting out is part of my commitment to myself that having someone to speak that to then makes it real with a HARD deadline.)

There ya go!  Now it’s up to you to implement.  The end of the year is a great time to lay out your marketing calendar.  You could come up with monthly themes or topics, and have fun growing into the star that you are.

Blessings!

OK – Contest time!  And doesn’t everyone love a contest?

So here it is —

In July I will be rolling out my Happy in Business Mastermind groups.  What are these you ask?  Small, six person groups that will meet for six months and get lots of coaching/mastermind support.  How’s this different from all the other mastermind groups out there?  Well, let’s start with the number – SIX!  You won’t be stuck in a group with 24 other people and only get to share one time in a year.  Every meeting, you’ll get coaching.  Hey….if you want more details, check out the website, because here I just want to talk about the contest.

I’m going to give away one spot in the group for free.  That’s right.  FREE!  That means you will get access to all the coaching, all the business building/revenue generating magic that happens.

There’s just one catch though……..you have to send me a video explaining these two things:

Why your business should be selected and how you will pay this gift forward.

Paying it forward?  Yeah…what that means is that in six months when you have made much more money, are happier than you have been in your business, and are on track for even more success…what will you do to share some of that good with someone else?

And finally, make your video be something with BOLD Self Expression.  Sing, dance, get creative – but just make it fun and show up fully because that’s the key to having a business you will love.

How?  Send it via email (you can use www.YouSendIt.com) to therese@acceleratingyoursuccess.com.

These need to be in by June 20, so get on it!!!

And be sure to go to the next page – Coming events – to find my latest free teleclass.