[FUEL] Vantage Point – Your Ideal Client’s Point of View

By Dawn Shuler Some time ago, a former client explained to me what happens when some relationships end. She said it’s like walking with someone along a path. You both can see the same thing because you’re looking at the landscape from the same vantage point. You have a commonality. Then, the two of you come to a river and stop. The paths diverge. You can either cross the river or continue along the river on this side. Your path takes you across the river. The other person, though…. her path is different. She can’t or won’t or doesn’t need to cross the river to the other side. So, there you are… on one side of the river, while your former companion on the journey is on the other side. And she can’t see what you see, because her vantage point is different. The problem is when the person who
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The Amazingly Simple Anatomy of a Meaningful Marketing Story [Infographic]

By Dawn Shuler If you know me at all, you know how important connection is to me.  I see connection (and the possibility of connection) everywhere: in relationships, in networking, in business, in stories, in movies, in spirituality… you name it; there’s probably the potential of connection in some form or another. I love almost everything Copyblogger puts out, and this particular infographic is no exception.  Demian Farmworth put together this fabulous infographic on the anatomy of how businesses can tell their compelling story: the Hero, the Goal, the Conflict, the Mentor, and the Moral.  You don’t want to miss this, or all the links to other great Copyblogger content, or the extra marketing tips at the end.   Like this infographic? Get content marketing training from Copyblogger Media that will give you an unfair business advantage.   Save
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[FUEL] What the No’s are really telling you

By Dawn Shuler If you’re doing your job as a business owner, then you’re constantly prospecting. You meet people at networking events; you follow up. People sign up for Discovery Sessions through your website; you hold those Discovery Sessions. You meet people for face-to-face meetings; you follow up. You make phone calls. You send personal emails. You create an online marketing campaign. And sometimes you get No’s. I won’t kid you. No’s suck. They can make you feel like you don’t know what you’re doing, that you’re not good enough, that you’re not worthy. You might even start rethinking your entire business model and life as an entrepreneur. I invite you to think about any No’s you’re getting a bit differently. No’s can be a gift. Actually, I’ll state that differently: They ARE a gift, and here’s why. No’s help you get clarity around your ideal client. If you really
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[FUEL] Claim Your Message – 5 Exercises to Create Your Compelling, Powerful Message

By Dawn Shuler Your message – your brand, if you will – is crucial to your business. This message encapsulates who you are, what you do, and who you do it for… along with housing your uniqueness. Everything follows from that core statement. This message is woven through your elevator speech, your website copy, the topics you speak on, your social media updates. Here’s the thing: if you can’t speak concisely, powerfully, and clearly about who you are and what you do, people won’t know what you do! Case in point: as I’ve been talking to more and more people about my evolving direction as a business coach and strategist, people who have known me for years go, “Oh, really? I thought you helped people write fiction books.” OR “Don’t you teach grammar and writing?” Well, not really. (I did teach writing classes, but that was years ago. And I
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[FUEL] The Difference Between Wants, Needs, and Immediate Needs

By Dawn Shuler Today, we’re going to talk about wants, needs, and immediate needs. You see, as a business owner, your job is to meet the need of your target market. Easy peasy. The problem comes into play when you have to deal with what your target market wants, and what your target market wants and what they need may not be the same. This video explains the difference between wants, needs, and immediate needs, and how you can get into the head of your target market. After you watch the video, let me know what resonated with you and how you’re going to meet the wants and immediate needs of your target market.
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