[FUEL] How to Get People to Open Your Emails

By Dawn Shuler The Internet is a wonderful thing. It allows us to connect with people all over the world, get great information and resources, and do business. And in so many venues: social media, email, online communities… But our inboxes fill up with email after email after email. Typically, we open non-family emails (okay, maybe we automatically delete some family emails, too. I mean, how often can we really hear about Aunt Martha’s trials and tribulations with the neighborhood dog?) for two reasons: 1. We love the person and are avid followers or 2. The subject line is so compelling that we have to open. Here’s a little test: which ones do you automatically delete? Why? Which ones do you automatically open? Why? We’re talking about big picture/long term strategy vs. short-term tactics to employ right here right now. First, big picture. To get people to love you and
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[FUEL] The Difference Between Wants, Needs, and Immediate Needs

By Dawn Shuler As a business owner, your job is to meet the needs of your target market. Easy peasy. Well, the problem comes into play when you have to deal with what your target market wants – what they believe they need. That’s key… what they believe they need and want. Sometimes what your market wants and what you know they need may not be the same. To be a smart business owner, you need to find the intersection between what your target market believes they need with what you offer. That intersection is the product or service you sell that solves their problems and meets their needs. Here’s an example. I have a colleague whose business is providing financial foundation for children so that they grow up to be savvy financial adults. Her market is parents: “Hey, wouldn’t it be good if you could teach your child some
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[FUEL] Hate marketing? Change your attitude.

By Dawn Shuler I hear from business owners and entrepreneurs all the time: “I hate marketing” or “I’m no good at marketing.” No wonder they struggle. Somehow, they’ve wrapped up marketing with some idea of smarmy, manipulative, annoying selling. (While there is a difference between marketing and selling, neither is evil.) Marketing isn’t this awful, manipulative, necessary evil in your business. It’s not just a way to let people know about you, your company, and your services. It’s bigger than that. I embrace marketing, and I invite you to do the same. Here are seven ways to change your attitude around marketing. Think of marketing as a conversation. Imagine you’re talking to your girlfriend about this awesome, cool thing you’re doing. You wouldn’t clam up, would you? How would you talk about it? What words would you use? You have to believe in what you’re selling. If you don’t believe
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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] 7 Ways to Market from the Light (and Leave the Dark Side Behind)

By Dawn Shuler I’ve noticed over the years that there is a strong marketing propensity to inspire fear in others. It goes something like this: You are struggling. You are challenged by your situation. And if you don’t fix it, you will continue to struggle and wither. You are in darkness. Let me show you this pinpoint of light in your dark cave. I am the light, and only I can lead you successfully out of the dark. As a coach and as a business owner who consistently markets her business (just like you do), I have a hard time with this avenue. I actually don’t want to work with someone who is so mired in struggle and challenge that she’s desperate for any relief and will grab onto anything that might give that relief. I understand it’s an easy way to market. Marketers even call statements meant to draw
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Come to the light – OUT. You are already in the light – IN.

By Dawn Shuler I’ve noticed over the years that there is a strong marketing propensity to inspire fear in others.  It goes something like this: You are struggling.  You are challenged by your situation.  And if you don’t fix it, you will continue to struggle and wither.  You are in darkness. Let me show you this pinpoint of light in your dark cave.  I am the light, and only I can lead you successfully out of the dark. As a coach and as a business owner who markets her business, I have a hard time with this avenue.  I actually don’t want to work with someone who is so mired in struggle and challenge that she’s desperate for any relief and will grab onto anything that might give that relief. My clients are already in the light.  Sure, there may be some challenges to overcome (hey, don’t we all have
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9 Landing Pages that Make You Lose Business [INFOGRAPHIC]

By Dawn Shuler Copyblogger has some seriously good stuff… I mean seriously good.  This infographic on the 9 landing page goofs is just one example.  The images are great, but don’t think Henneke means don’t use these kinds of pics.  They’re metaphors, people.  Metaphors for common mistakes made on landing pages.  I repeat – it’s not the images that are mistakes.  It’s what the images represent.  🙂 Hint: You actually gotta read the very short description of each kind of goof. Like this infographic? Get landing page advice that works from Copyblogger.
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[FUEL] 5 Simple Ways to Make Progress with Your Marketing

By Dawn Shuler Running an online business requires a ton of marketing… even some things you might not consider marketing. Article writing, blogging, social media updates, sales page copy, campaign emails, video scripts, networking elevator speeches, bios… It can be overwhelming when you think about it. Sometimes it even seems easier to just not do anything. Here are five strategies to help you simplify your marketing plans – and to make sure you continue to market! The first – and the key to any project – is to break down your marketing into bite-sized small pieces. Then, take one task at a time. And if you’re a list maker, then each of those pieces is an individual task – much nicer to your psyche as you try to get things done, and you get to cross off those to-do items more often! If you have graphics (or other pieces) to
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[FUEL] The Ins and Outs of a Product Launch

By Dawn Goldberg You’ve spent weeks, maybe even months, writing your new eBook or home study system. You brought on a graphics designer to make sure your product rocks the casbah. You’re even ready with a fulfillment company to print the CDs, DVDs, and workbook. You give a sigh of relief… you’re done. Uh, no, you’re not. Now, you have to market the thing that you’ve just spent weeks and months developing. You’re not anywhere near being done. What most entrepreneurs and people who market their businesses online don’t always remember to account for is that marketing a product is as a big a project with as many moving parts as creating the thing in the first place. While “build it, and they will come” worked in the movie Field of Dreams, it doesn’t quite work that way in the online real-world field. Ideally, you plan out the development of
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[FUEL] Will the Real You Please Stand Up and Market

By Dawn Shuler You’re a business owner in your particular field (coach, consultant, healer…), and like it or not, there are thousands of people in your industry. Notice I didn’t say, “There are thousands of business owners just like you” because that’s not true. However, if you present yourself like everyone else or play it safe in your marketing, then you might as well be just like everyone else. The key to attracting high quality clients and to having a profitable business is to stand out from the crowd. You do that in two ways: Market authentically Reveal the true you The cool part is that both those things go together. If you’re truly marketing authentically – what feels right, what you believe in, what you stand for, what you’re passionate about, what services you offer that really solve problems – then it’s going to reveal the true you. And
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