Power Light & Conservation, LLC is a consulting & energy brokerage firm that specializes in helping commercial entities reduce there over all energy costs. This is achieved by negotiating better rates with the utility companies, and providing more energy efficient products in their buildings. The end goal is to get the commercial entities to reduce their overall carbon footprint.
If you would like to learn how I can help you with your energy demands please call 860-558-2924
Green energy can come from almost anywhere. In this video the National Geographic Team uses waves to generate electricity. Think about how much energy can be produced by harnessing the power of the oceans. The ocean is a 100% renewable and clean energy source. Please take the time to view this video as is great food for thought. Maybe one day the ocean will be our largest electrical generator.
This is a very interesting article. I would like to commend Mass Mutual for put the "Green foot forward!" Power Light & Conservation was not a part of this project. However it is important to showcase companies that are trying to make a difference. It's always important to lead and this article shows a rise in corporate responsibility. If you would like to learn more about ways to reduce your current energy demand and costs please email info@plconserv.com
Extraordinarily helpful9.2out of 10
7 votes
5 Tips : Super Easy Marketing for Solo Business Owners.
If you are a service based biz owner and are working hard to figure out your core marketing message, these 5 Tips will help you!
Written 7 days ago, read 253 times since then.
Share
|
I tend to have an aversion to any jargony or techie language, as I immediately feel like I won't get it. The term, "Unique Selling Proposition," was definitely one of those triggers!
In my first marketing class I worked hard at trying to get it right, by trying to figure out how I was unique so people would want to hire me. It was really hard. Suddenly faced with that question I felt like a really average girl trying to convince someone that I was special. I couldn't even convince myself because of my self-doubt.
Now, years later, I do get it, and my intention is to make it easy for you all to get it as well. In the opening of my book, I write about creating my footprint and that my book is about helping you to create yours.
In a way, your USP is your businesses footprint. It is what and how you offer whatever it is you offer, in a way that your niche market's antennae perk up and they pick you, because you are offering exactly and precisely what they need. Your footprint is unique to you. When you walk on the wet sand on the beach, no one else's footprint will look exactly the same as yours. Your niche market will be attracted to your footprint because it is emanating this uniqueness and it speaks directly to their need.
Without having that footprint clearly articulated you will be just one of many non-descript businesses who blend into the woodwork, even if you are highly skilled technically. You won't stand out. Your business will hobble along but it won't really flourish.
Here are some tips on how your footprint ( USP) can bring you a waterfall of business prosperity.
1. It is all about your client and not about you. You may have spent most of your training time perfecting your skills in your craft and much less time focusing on business skills. Even if you think what you do is amazing, they might not get it. You may be so used to focusing on yourself that you are unsure about how your offering will be perceived as unique by your niche group. Be willing to admit that you aren't sure and then begin there.
2. Your main message needs to be so clear that it cuts through any hesitancy in your potential clients. Unless you want your footprint to look fuzzy instead of crystal clear, you need to have only one strong niche. I constantly talk to people who say they have multiple niches because they are afraid to commit to one. People waffle and then get more confused.
Your other niches can be part of your features but not used for marketing. The difference between someone who has a mediocre marketing plan and someone who has an awesome, hot plan is the ability to pick one strong niche group and a clearly focused, sharp USP. I went to a workshop once where we used martial arts to break a piece of wood with our hand. The trick is that it required unwavering mental focus and clarity. Marketing is similar. If you begin to waver your energy goes weak.
3. Talk to the happy niche clients that you have already helped, and ask them how you were unique in helping them. When you listen to their words you will begin to understand it. Most likely it will be less about your product and more about how you helped them. The how is the important part in this regard.
I really struggled with knowing this at the beginning but
when I found my right mentor, he ordered me to go out and ask my niche clients how I helped them and what was unique about it. Everyone said the same word; “Focus.” They said I had a way of working that helped them to get their business focus really clear. I was dumfounded as I hadn't recognized that as being special, but it was to them, because they were all overwhelmed and scattered. From that place, I was able to see my own footprint and my own uniqueness. It also helped me to let go of feeling like I was going to lose business if I narrowed my niche.Follow this template below and fill in the blanks for your business then feel free to share it below in the comments. I am sharing mine here as an example.
1. Who is your niche: Solo serviced based business owners.
2. What is their emotionally compelling problem:
Overwhelmed and struggling to turn their service into a prosperous business.3. What is your USP ( footprint) :
Clear Your Focus Grow Your BusinessThese three things above make up your core marketing message.
In truth, it is very hard to really know your USP when you are first starting out. It is important to get it as clear as you can, but for most serviced based small business owners, it takes working for awhile to fine tune it. Your clients are a good reflection.
4. Once you know your core marketing message, listen to what your clients want and offer many ways to give it to them. You can create unlimited valuable services and products to this group, always staying focused on what they need. This will keep people in your pipeline, they will refer more people to you and your business will begin to grow into multiple income streams.5. Turn your USP into a tag line and add it to your website and put it on your business cards. When someone asks you what you do, don't worry about creating some clever elevator speech. Just say the three points above and it will be authentic and from your heart.
I look forward to reading your three part core marketing message. If you aren't sure, don't fret. Just take a stab. You may be closer than you think.
If you are still confused contact me for a free core marketing message assessment. Plus read Chapter 4 in my book!
Learn more about the author, Kaya Singer.
Share
|
Comment on this article
Great article Kaya, I posted on Twitter...Cheers!
Thanks so much Debra!
This is great information and very true. It does take time though to figure out what it is that you do well. I remember talking to a woman about how we help our clients at a networking event and her comment back to me was "it sounds like you really care about your clients". Well she is right about that and now I use that when I talk to others.
Thanks for the great article Kaya. Really liked the #5 idea. Not something most people think about.
Good luck with your presentation on Friday!
Who is your niche: Busy women ages 30- 55 who work and involved in the community
What is their emotionally compelling problem:
Don't know where to start when it comes to fashion, overwhelemed by shopping, want to look put together because their style doesn't reflect who they are anymore (or maybe never did!)What is your USP ( footprint) : Feel Amazing. Look Confident. Achieve More.
Kristen- thanks for your sharing.I imagine that "caring" part is an important part of your USP, and especially important for an accountant. Are you ready to take a stab at your 3-part marketing message?
I Vitt- good to hear from you again too. Do you have a tag line you want to share?
Tanya- thanks so much for sharing yours! Good job. I could use you! ( my style feels like I am still back in the 70s)It is a bit of a challenge when you look at all the photoshop photos of 18 year olds!
Hi Kaya, I have been so busy lately and haven't been back on Biznik as often as I would like but your articles are a definite pull for me. So here I am appreciating yet another one of your gems.
One of the things I do for my clients is to help them identify their USP. Like the plumber with the leaky faucet and the shoe maker with holes in his shoes, my own USP was not clearly defined while I was trying to help other define theirs. Big no-no! I have been working on making those changes and will need to sit back and answer your three great questions above.
If I might add something to the mix, the relationships you develop with prospects, clients and even those you network with for sharing of ideas, help to define WHO you are and is part of your footprint. The importance of reputation and relationship management is paramount here.
Talking to your happy niche clients is such a huge help in better defining our USP - thanks for pointing it out.
I will be sharing your article with others so that they can also benefit from your wisdom and insights :)
Kaya,
First of all, I get a clear sense of the gentle way you work with your clients to help them discover their uniques skills and gifts—and then communicate that to prospective clients. Nice.
You article has some very good advice for beginners or people still struggling with their marketing message. Your #3 spoke to me. Focusing down on my true niche was both the most frightening and rewarding thing I have done in the marketing of my business. It does take work, but it's so totally worth it.
And I found my referral stats shot up because people understand what I do well enough to tell others about it.
And I don't even like the term USP because it implies that each of us has to think of something UNIQUE, that no other business has or does. I don't know about you, but that's just too much pressure!
But I think you, Kaya, (and Julie), alluded to it: it's not WHAT we provide but the WAY we do it. That is the unique part.
Excellent tips here, Kaya.
Thanks, Kaya, for making a great point for how important positioning is.
USP - niche - special offering...whatever it's called, if you can't nail it down, you won't be able to explain to people what you do to HELP THEM! And that is what it's all about.
btw....I love the term "happy niche clients".
Hey Judy - thanks for the mention. I like the way you describe Kaya as "gentle". That is funny as that is exactly the way I see her in her writings and her photo. Kaya, how do you like the way I am "talking" about you in the third person as if you are not here LOL
Julie- I always love hearing from you so thanks for your comments. It took me two years to get a handle on my USP so I understand. It is always way easier to help other people than to do it for myself. If I hadn't gotten help I think I wouldn't have made it!
Judy- Likewise I always appreciate hearing from you too. I am glad to hear I am not the only one who doesn't like the term USP. I decided to write about it because all the marketing books use it. However most people struggle and don't get it. I agree- it is not about having to be unique. It is about how your niche clients see you as unique because of how you are. Big difference, but once you know that you know that you can use that language.
Ricky- thanks for telling me about the missing word!! I fixed it thanks to you. I love that term "happy niche clients," too. It really says it all doesn't it. Thanks for your comments too.
Julie - you embarrass me! Ah gee. I guess my 20 years in counseling and social work has rubbed off in the way I work with people. What I find is that running a solo business is very stressful and can put people right on the edge. It brings up all kinds of issues, self doubts and fears. I guess I have a good mix of support and challenge. If something isn't working I have no problem telling people and staying with it until they get it. But it is about building trust. You seem this way too btw :)
Kaya - I can almost see you blushing. LOL I am in total agreement about what running a solo business can do to us - been there, done that - will be there again and again and again. My poor boyfriend has to ride the roller coaster of my emotions!
Thanks for the compliment :)
Post your comment
I found this article very interesting. I spend a great deal of time and energy on my marketing. Here are some very useful tips. Enjoy!
Here is the new residential site. It's still a work in progress but it's getting there. Soon we will be able to offer residential clients alternate suppliers in the following States: CT,NY, MA,OH, NJ,PA,and TX.
This is a very interesting article. Many of you who run your own companies or are in sales should read this. We all spend a great deal of energy trying to get new customers and we need to standout to bring in more clients. I think that these tips are necessary to create a competitive advantage over your competition.
Very funny..... I spent a lot of time and energy on my draft last night. I wish I found this fist. Good luck to all of my friends who are playing FF this year. ENJOY!
Your website is considered your digital “face.” Sometimes it’s the first interaction a potential client or customer will have with you, and if your site has any glaring errors or faux pas, they may be the difference between “I want to work with THEM.” and “Who else is out there?” I’ve listed some common mistakes that I see on websites of all types- but by no means is this a complete list. What are some web practices that get your goat? The below are some to be avoided.
- Too many fonts. I think that many people feel that when they change a font, they’re calling out something different on their website. The truth is, they’re just confusing the reader as to what’s important to read and what isn’t. There are better ways to call to the reader besides adding yet another font to your site. Your site should have 2 fonts, no more than 3. You can use the same fonts in bold and italic versions, change the colors (not too many times, mind you) but don’t add too many fonts.
- No contact information. Web readers want you to be accessible. If they visit your website just for your phone number, make it easy to find. If they want your address, make it easy to find. Simply having a contact form isn’t enough to make you accessible to your readers.
- Not enough photos. You may have a lot to explain in text in order to educate your readers about everything they need to know when they come to your site, however, the web is very visual, and there are plenty of web “skimmers” out there. They need to be able to skim your page and get the general idea of what you do and why they would want to work with you. Using photographs with obvious subtitles will definitely help break up a sea of content.
- Photos that are too “generic.” Random and generic business photography isn’t helping you to sell your products and services to your customers. There are wonderful websites out there with inexpensive photography that can give your site the exact feel you’re looking for. (www.istockphoto.com is my favorite.) Why just search for “business images” and choose the first 5? Look for “financial goals” or “business collaboration” to find something that really speaks to your web readers. Dive deep into the search and come up with something meaningful that shows you know how to help your customers reach their goals – or that you have the right retail solution for them.
- Opening new browser windows. There’s a saying in the design world that you should memorize – New site, new page. Same site, same page. You never want to open a new window with every webpage on your site – very irritating to the reader! However, on the other hand, you NEVER want to link to another site in the same window – it leads people away from your site and therefore, away from information about you.
- Opening PDFs or downloads without warning. Anytime you’re linking to a download, always make sure the reader knows they’re about to open a document, by naming the link as such. “Click here to download a PDF of….” Etc. Nothing is worse than a “download surprise” because downloads take up space on the web reader’s hard drive, and could be saved in an unknown location. Make sure when your readers click they know what they’re getting into.
- Explain what your site is about on the home page. Don’t assume that they’ve stumbled upon you because they’re intimately familiar with what you do. They could come from a friend’s referral, or from a Google search – so make sure they know they’re in the right place right away.
- Try not to use music. – if you need to set a mood, do it with images. Too many people are searching on the internet at work or in a quiet environment, and your need to express your site’s mood musically should NOT override consideration for the reader.
- Make sure your links are visible. By this I mean if something is blue, it should be linked. If something is underlined, it should be linked. Web users are trained to recognize these as “link” signs. If your site has every link in green, don’t make green headlines.
- Have someone edit! If you’ve written the content and you’re not a writer or have writing experience, ask someone (or pay someone) to make sure there aren’t, grammar, punctuation or spelling mistakes. Nothing says “unprofessional” like poorly or incorrectly written content.
Are you ever surfing the web and get annoyed at the website? What are some of the things that annoy you?
For all of you who are building your own websites, I found this article interesting and helpful. I know how much time and energy goes into sites so this is worth the read. Let's just say I'm going to be fixing things on my site.
This is very interesting. Geothermal radiant heat system is one of the keys to energy efficient homes. I'm planning on using a similar system on my next home. If you would like to learn more about this green system. Please email info@plconserv.com
This is a great Video on energy conservation. It's 14 minutes long but has very useful tips for your home. If you have any questions please email info@plconserv.com or visit www.plconserv.com
