Marketing Kuel Category Expert: Lori Lyons
Toiling away behind a desk, working “for the man,” dreaming of the day you will break free and start your business based on what you are passionate about? We’ve all been there in different forms. “One day” I’ll do this. “Someday I will help people” do this. Sound familiar?
It sounds so easy – you know what you are passionate about. Surely, there are people out there just as passionate about “this” as I am that would love to purchase something from me – because I’m so passionate about it! If it only were that simple.
Building a passion based business takes work, skill, and creativity. How do you do this successfully?
Three Sound Marketing Strategies And Techniques To Focus On
“Marketing is really just about sharing your passion.” — Michael Hyatt
1. Find Ideal Clients That Share Your Passion
One of the biggest mistakes passionate business owners make is wanting to serve or help “everybody.’ If it’s your passion – shouldn’t it be everyone else’s? Unfortunately…no.
If you study marketing at all, you know step one of a marketing plan is to identify your ideal client – or avatar. Even seasoned business owners should revisit their ideal client characteristics every year or so to make sure it’s still who you are serving. To identify who this is, you first need to be able to identify the problem you solve for your ideal client. Even though you are passionate about your business and what you do; if you don’t solve your customers problem, you don’t have a business, you have a cause.
2. Brand Your Passion
Your passion can be your voice! So much is said about branding – which is how others perceive you. Branding is not just fun colors and an attention grabbing logo. Branding is also HOW you speak to your ideal client. As a passion based business, make sure you are using emotional and expansive language. Use words that inspire the senses.
I will help you become healthy by exercising and eating right. (Dull)
I will guide you on a satisfying journey of health and fitness by teaching you lip smacking, easy to prepare recipes combined with motion exercises designed to be fun and easy to fit in your busy schedule. (Not Dull)
3. Let Your Passion Show
Use your passion and enthusiasm for what you do drive your prospects excitement. Revive your passion regularly. Sometimes it’s just hard to be an entrepreneur. You love what you do, you love your message, you have great clients. BUT… you also have to do the accounting, work on your processes, do MORE MARKETING… sigh… sometimes it just seems to never end.
When you feel like this, it’s time to pump up your passion and remember why you do this.
Three Simple Ways To Bring Back The Passion
1. Set Boundaries/ Say No
You know when this happens. It’s this gut feeling that this is not your ideal client. BUT since you want to help EVERYONE, you take the client on. It may work out well for them but for you, it’s exhausting and draining and has taken every ounce of your being to complete the task or project. When this happens, it just steals the passion and excitement for you. Learn to listen to your intuition and your spidey sense. It’s there for a reason.
2. Identify YOUR Zone Of Genius
Stick to it. Hire help to do the things you don’t want to do and struggle with. Plan for this transition by making a list of the daily tasks you do. Take one color highlighter and highlight what you LOVE to do. Take another color and highlight what is mehhhh… to do -you can take it or leave it. Anything that’s left – this is your ‘to do’ list for your freelance VA that you are now going to hire. You can get a virtual assistant now for everything business related – from checking and answering your email to setting up your entire social media campaign.
“People with passion can change the world.” – Steve Jobs
3. Go Back To “School.”
Learn something new. Read a book about a business technique that may help you – there are so many great marketing books out there! Shake things up! Sometimes just learning a new way to do the “same old, same old” can make the “same old” new again. Find a new online inspiration. Entrepreneurs such as Marie Forleo, Amy Porterfield and Lisa Sasevich all have amazing, passion filled businesses and share so much amazing information to us mere mortals.
As midlife women we have so many gifts to offer other women and the world. Take these tips and spread your passion!
About the Author:
Lori is America’s Midlife Marketing Maven helping GenXBoomers take the frustration and mystery out of marketing their businesses. She owns a digital marketing agency, Igniting Your Business and specializes in website design, branding and marketing strategy. She loves teaching Encore Entrepreneurs how to grow their businesses so they can concentrate on following THEIR passions and THEIR clients. Lori thinks there is nothing better than seeing someone’s eyes light up when they “get it” and then they take it and make money, easily and simply and without the stress they had before.
Lori will be launching her podcast, The Encore Entrepreneur Podcast this summer where she will be interviewing entrepreneurs and talking about how they market their businesses and the tools and techniques they use. She lives in Atlanta with her husband of almost 30 years and helps her 22 year old entrepreneur son with his marketing. She is a sports fanatic and loves her Atlanta Braves baseball!