Join us for a Branding and Marketing Roundtable

When several of my co-authors of our new book, A Guide to Getting It: Branding & Marketing Mastery, got together recently to talk about ways to get the message out, we decided the best way to introduce ourselves and the topics we have written about was to give people an opportunity to ask us their most challenging branding and marketing questions!

When we got to the part about what to charge, it was unanimous that the roundtable calls should be no-charge. So, for two information-packed hours, you can have an opportunity to ask questions and receive personalized answers from a group of professionals who make their living coaching business owners to excel at their branding and marketing efforts.

If you are interested in masterminding and brainstorming with a team of women marketing experts who can answer your most challenging, costly, and pressing questions, this is where you will want to be September 8th and 22nd, at 4 p.m. EST, 1 p.m. PST.

To register or read more about this remarkable opportunity to get your questions answered by a panel with over 100 years of combined marketing experience, go to www.clarityofvision.com/marketingroundtable.html

If you'd like to send us your questions, enter it in the comment space on the registration checkout form, or post your challenge here. We'll cover it on the calls!

Actions and Goals and Priorities, Oh My!

This post might be better subtitled, "Lions and tigers and bears, oh my!" Do tasks shape priorities or do priorities dictate tasks? The answer depends…

I spent Labor Day reviewing my calendar, planning the month of September and asking myself questions related to intensity.

Intense, one of those adjectives popular among entrepreneurs, Baby Boomers and the Irish, means susceptible to strong emotion; emotional: an intense person. Not surprisingly, my September is colored with intensity:

• “What’s the next step?” asks Cynthia Morris. She lives large, doing the daring things that most others only dream about. Cynthia, currently in Lisbon, has just completed a large project and is beginning to work on the BIG goal for 2009. She’s intensively creative, exhibiting a high degree of creative ideas, and easily making the leap to believing I can tackle and complete the project by simply calendaring it.
• “Get neutral,” commands Valerie Compton. “Strengthen that core.” Training without intensity makes no sense in Val’s book. She lives yet another definition, strenuous or earnest, as activity, exertion, diligence, or thought: an intense life. Exercise without intensity is a waste of time for Val.

Intensity works. Changing the intensity changes the experience. My September commitment involves intensity. By whatever words you write it: “Take it up a notch,” “Pump up the volume,” “Work smarter not harder,” are some of the phrases we repeat to ourselves with the intention of building intensity.

There’s a fine line between planning, researching and doing. ACTION. In this world, nothing does itself. Regardless of promises made in The Four Hour Work Week or outlined in the classic Think and Grow Rich, there’s no substitute for action.

How’s your September shaping up? Do you know what one thing you must do to move your business, your project, your idea forward? What’s that next step?

Have a bias toward action - let's see something happen now. You can break that big plan into small steps and take the first step right away. Indira Gandhi (1917 - 1984)

Now, take action. I dare you.

Mastermind Groups Create Sanity Net for Entrepreneurs

“It’s just not a good climate for an entrepreneur. Maybe after the election things will change.”

I listened in amazement thinking, “Shall I just stick my head in the sand in the meantime?”

Navigating the chaos requires a consistent focus and positive mindset. I’m not suggesting a Pollyanna-ish approach where you look at the world through rose-colored glasses. Define the type of support that works for you and create it for yourself. For example, In 2002 I answered an advertisement for a group coaching call. Although only one other participant showed up, the group’s founder and leader, Coach Rachelle Disbennett-Lee chose to keep the program. Our weekly calls evolved to a monthly mastermind meeting that continues today.

Napoleon Hill, in his classic book “Think and Grow Rich” defines mastermind groups:

Coordination of knowledge and effort, in a spirit of harmony, between two or more people, for attainment of a definite purpose.

Hill talks about the economic advantages of surrounding one’s self with good advisors, and then alludes to the more significant synergistic result of a mastermind group:

No two minds ever come together without, thereby, creating a third, invisible, intangible force which may be likened to a third mind.

Karen Van Cleve, Rachelle and I can point to significant accomplishments as a result of the time we’ve spent together. We’ve each defined and achieved specific goals in our business and personal lives. Just recently, Karen was instrumental in getting a speaking engagement for me; Rachelle helped me win a book contract. From online achievement – Rachelle has one of the oldest and most successful personal motivation newsletters on the internet – to coaching prowess – Karen balances a multitude of clients from the Tony Robbins organization with her own – our trio has found a way to weave our achievements into a source of inspiration and learning for each other.




Our calls continue to be a sanity check. Because we’re not in the same social or business circles, we can provide unbiased viewpoints and suggestions. None of us are timid about reading, thinking and implementing ideas; sharing our experiences and helping each other move to a new level has been invaluable. We’ve investigated exercise, nutrition (two of three of us now live a vegan lifestyle), positive thought and more.

Any number of forums exists for organizing a mastermind group; one of the resources to investigate is a mastermind group resources blog. Numerous books and articles exist as well, from how-to to evaluation and all topics in between.

The real payoff comes from what you do with your mastermind effort. Challenge yourself. Yes, the encouragement is terrific; the support and unconditional acceptance is awesome. The occasional kick-in-the pants from someone I respect has also done me well. My point is, make your mastermind work for you. The “it’s not a good climate” comment may have come from someone in a mastermind. It just didn’t happen to be mine.

Chicos capitalizes on customer loyalty

Most Baby Boomer women identify with (or at least know of) Chicos, a women’s clothing retailer known for colorful clothing and great patterns. I frequently cite Chicos as an example of customer loyalty. The ongoing passport program from Chicos offers five percent savings to customers once they exceed $500. While the Chicos card is important, the beauty of the discount comes from the computer because store clerks always volunteer to look you up. Additional coupons arrive in mailed catalogs and special surprises such as Birthday discounts add to offers.

As the Olympics come to an end, I’m amused to read more and more about “Mom of the Olympics” 57-year-old Debbie Phelps, Mother of eight gold medals winner, Michael Phelps.

"She completely articulates who we are as a brand,” says Chicos President
Michele Cloutier.

Chicos prominently displays “The Debbie Phelps collection” on its website and goes on to say:

“You can spot a Chicos woman anywhere and you’ve seen this one in the stands at
Bejing. Here’s what a certain champion swimmer’s Mom has packed for her son’s
unprecedented gold medal run…”

The story made national news (and continues to play well). In Friday’s USA Today, Dan Mintz, founder of China-based ad agency DMG:

“Phelps is a phenomenon, and his mom, Debbie, is a pillar of strength.
(She’s) the hero behind the hero, and now the star behind the star. That’s a
powerful combination for brands to associate with.”

The Debbie Phelps story illustrates power of brand identification. Even though Chicos had no formal endorsement program in place, the chain has earned untold amounts from association with Phelps and his Mom. What’s more interesting to me is the bounce the stores get from women watching the games. Chicos President:

“Customer have been coming in and asking for what she’s wearing. They’re saying,
‘I want that jacket,’ and they can describe it perfectly.”

Comments such as this illustrate the power of social media in action. Debbie Phelps, visible because of her son, created a flurry beyond expectation as women noticed what she was wearing. Not all brands can capitalize on such moments. Chicos, positioned for opportunity, can only hope that a forthcoming official partnership boosts sagging sales.

Meanwhile, the ongoing visibility underscores the importance of customer loyalty. Debbie Phelps chose Chicos because it was already “her store.”

Question for entrepreneurs: how can you use endorsements to advantage in your business?

Customer Service Opportunities Happen Daily

In the space of an hour (6:00 – 7:00pm Wednesday) I walked into ten different hotel lobbies within three miles last week. I was inquiring about hotel rooms during the Albuquerque International Balloon Fiesta and I was in near-proximity to Fiesta field. An amazing thing happened: instant customer service analysis.

My perspective was colored by the appearance of the lobby and the person behind the desk but the personal interactions were priceless. If ever I might be drawn to the mystery shopper career, this little exercise dissuaded me.

At Quality Suites, San Antonio, the desk clerk said, “I’ll be with you shortly” without making eye contact. He continued to help the customer on the phone, rocking incessantly in his office chair, chewing gum and asking specific reservation-type questions. The conversation drug on and on; at six minutes, with no further interaction or acknowledgement, I left.

Across the street at San Antonio Homewood Suites, a middle aged woman explained to me that she could accommodate one of the three days about which I inquired. There was no apology or recommendation for the other days.

At the Clarion, I expressed surprise at the non-smoking suite price of $189. The desk clerk was nice but he laughed at my naiveté. “It’s a big weekend,” he said gently.

As I got more involved with my analysis, I checked with every facility on the east side of the freeway. The Pan American Motel 6 clerk told me I’d have to add $2.99/day for internet. When I asked for the total with internet included in the room rate, he said “Just add it up.” Around the corner from that experience, I interrupted dinner in the lobby to get an answer from the Alameda Comfort Inn desk clerk.

A final stop at the Staybridge Suites produced a real surprise. One of the youngest clerks was most helpful, answering all my questions courteously and offering to have me inspect the room. He assured me the dates in question were there and my friends could be accommodated. Unfortunately, my friend called later that evening to make the reservation and no rooms were available.

Even though I had no interest in staying in these properties myself, the quest took on an interesting aspect as it proceeded. I’d suggest that every facility organize such a mystery shopping trip for its own benefit. What I learned:

• The competitive aspect of the business (so many hotels within the area) made me think that service could have a significant impact on revenues
• Clerks without uniforms generally created a less professional impression as did those who slouched, chewed gum, or failed to meet my eyes
• Obvious disregard for my interest/inquiry happened in three of the ten stops
• Two of the ten clerks were outstanding; because of their presentation, I’d recommend those properties to others, given the opportunity

If you had the chance to audit your front desk, how would it rate?

The Magic of Questions

“One of the greatest lessons you’ll ever learn is how to ask for what you want. Canfield and Hansen show you how.” –John Gray, author of Men are From Mars, Women are From Venus.

The Aladdin Factor by Jack Canfield and Mark Victor Hansen addresses questions with inspirational stories, quotes and page after page of common sense. The book offers simple tidbits such as “Asking improves your chances of receiving by 200%.”

Questions set the stage for everything. As you begin to question, you move from bystander to participant. Questions probe problems and uncover needs.

• What are you doing in this area?
• How is that working for you?
• Where do you expect to be in 18 months?
• How will that be different from where you are today?

Questions direct and control.

• I think we’ve made a lot of progress; how would you like to proceed now?

Questions require participation.

• On a scale of 1 to 10, with one being weakest and 10 being strongest, how would you rate the quality of this blog? What would it take to make it a 10?

Because questions seem so natural, they’re seldom regarded as important. Yet the most skillful of conversationalists, salespeople, consultants and marketers use questions on an ongoing basis. Developing and discussing the interests of others takes questions. The tiniest sprinkling of curiosity opens the door to other opportunities such as long conversations or events full of meaningful interactions. Gauging customer reactions involves questions. If you work on your business, you must examine it with questions in order to make progress.

What kind of questions move you forward? What speaks to your soul and challenges you to get out of your comfort zone? The questions peppered throughout The Aladdin Factor force one to think. “Am I willing to do whatever it takes to get what I want?”

How can you more effectively use questions in your business and your life? When will you begin?

Next step?

Seven hundred thirteen files make up the folder called “Reading.” If something looks interesting I toss it there. Once per quarter I delete everything that hasn’t come to the top. It’s my system.

I clean my inbox weekly. Most of the time, the reading I’d like to do takes second place to client projects, current board items and books. Copyblogger nearly always makes the cut because it offers compelling content concerning writing for the internet.

Today’s post “The 3 Secrets to Massive Online Marketing Success,” could be required reading for any entrepreneur. Just three points, explained succinctly, applied to any effort:

1. Take action
2. Have a plan
3. Your secret sauce is you

Enough said. Read the post. What’s your next step?