Posts with tag: "Personal Brand"
Wednesday, April 13, 2016
By Loren Fogelman
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What do you think being an entrepreneur looks like? Does it mean working long hours, chasing paper trails, and taking on every role yourself – even the ones you hate? Are you so bogged down in all the details that you don’t have time to remember why you really started your business? If so, it’s time to reframe your understanding of entrepreneurship. This book describes five critical strategies for transforming your work life from tedious and stressful to fulfilling and energizing.

Setting aside the time to work on your business, instead of only in your business, is incredibly important if you want to stay focused on the real reasons that you went into business for yourself. What are they anyway? Have you lost sight of your true mission? Of all the great things you want to accomplish?

The strategies outlined in the following pages are easy to implement and will give you the tools you need to feel energized, motivated and clear about your vision and path to success. You’ll also learn how to attract your ideal clients and have the confidence to charge what you’re worth. Take a moment to emerge from the chaos and clutter of your current work life, and learn how accelerate your success while doing the things you love the most.

Strategy #1 Get Crystal Clear About Your Vision 

When was the last time you stopped to think about what success really looks like for you? Getting crystal clear about your destination is more important than you think.

Why? Because your brain has an internal GPS system that will help you arrive where you want to go, but only if you are incredibly specific about the destination. It’s the difference between telling the GPS in your car that you want to go to Atlanta versus telling it the exact address that you want to arrive at. Your brain’s GPS is called the Reticular Activating System, or RAS.

Your RAS is charged with focusing your attention on what’s truly important. It’s the connection between your conscious and subconscious. If you are crystal clear about your vision, your RAS will help filter out the negative thoughts and distractions that prevent you from achieving your goal.

Once you show your brain what success looks like, your RAS will start looking for opportunities to steer you toward your destination. Knowing the exact steps is unnecessary. All you need to do is follow each opportunity as it appears.

Program your RAS now. Take a moment and visualize what success looks like. Think of what you want and why you want it. You’re the storyteller of your future. Describe your vision with rich, vibrant detail. Keep it in the present as if it’s happening this very moment.

Strategy #2 Prioritize: Courage Over Confidence

Confidence isn’t required to succeed. Courage is.  Highly successful entrepreneurs exude confidence because success breeds confidence. However, self-doubt does not discriminate; it impacts entrepreneurs at all levels of success. So how do you continue moving forward when your confidence wavers? Find courage. Courage, unlike confidence, means you stand up, brush yourself off and continue on your path when things don’t go as planned. It means moving forward, even when you’re unsure about the outcome.

 Courage gets results.  Courage leads to results, even when confidence is absent. Think of it as a muscle you want to strengthen. Stepping outside your comfort zone builds this muscle. Courage comes naturally when you’re crystal clear about your vision because your RAS will help steer you around internal roadblocks.

 Here’s the courage framework to accelerate your success:

  • Check in. Take a quick reality check when doubt and fear arise. Are they based upon actual danger? If not, then move forward.
  • Oust the inner critic. Doubt is rarely based upon reality or logic. Flex your courage muscle.  Step up where you would normally step away.
  • Get support. You’re not the only one experiencing apprehension. Find a coach or join a group of entrepreneurs who seek similar results.
  • Choose the best option. There are only three options: 1) Decide to remain in your comfort zone and step away from your dream; 2) Lower    your expectations; or 3) Be courageous and move forward.
  • Go for it. If you don’t move forward now, when will you?

Are you shaking your head “yes” in agreement?  

Strategy #3  Focus Your Energy

From a young age we are expected to be well rounded and good at everything. Receiving A’s in your best subjects and then average grades in other subjects is not enough. You’re expected to excel in all subjects. Well, this is a poor business strategy. Specialists earn higher wages than generalists. If your client has a specific issue, they will seek the expert instead of the generalist who dabbles in a variety of areas.

What makes you exceptional? Your strengths do. These light you up. You can do strengths-based activities all day long and feel vibrant and energized. There are other tasks that drain your energy. You avoid them because they feel like punishment. Entrepreneurs who succeed devote 80 percent of their time to the tasks they love, and learn to delegate the rest.

Here’s a template for reprioritizing your day:

  • Eliminate activities that drain you by delegating. You may think that you’re meant to do everything, but you’re not. Imagine what it would be like primarily doing the things you love most and delegate the rest.  
  • Remove the energy vampires. You know who those people are. Spending any time with them is exhausting, so don’t.
  • Say what you mean. Don’t say “yes” when you really mean “no.” It’s easy to overextend yourself by saying yes to every request. The procrastination and resentment that follow lets you know you’re acting out of integrity.

When you take these actions, you’ll be amazed at how much energy you have to accelerate your success.

Strategy #4  Speak Your Client’s Love Language

Many entrepreneurs resist defining an ideal client. When I ask my clients whom they want to work with, they say ‘everyone’. They’re afraid that if they get too specific they’ll lose business. However, trying to speak to everyone means no one will be inspired by your message.

Here are some strategies for attracting your ideal clients:

  • Be a specialist. In Strategy #3 we discussed the importance of focusing on your strengths. Instead of going wide like a generalist, specialists go deep with their specific expertise. People will choose to work with you because they identify with your areas of expertise.
  •  Know your people. Do you really know your ideal client? Focus on learning about their desires. These are the ones they share with others. Make an effort to learn their deepest desires. These are the ones they that they secretly keep to themselves because they fear the judgment of others
  • Know who your people aren’t. I know that ‘whiners’ and ‘tire kickers’ are not my ideal clients. They drain me. Criticism, blame and lack of commitment are red flags for me. Since I’m results-oriented, I choose to work with people who are eager to catapult their business.
  • Craft a message that resonates emotionally and intellectually with your ideal client. When you understand and can speak to your ideal client’s innermost desires, you are speaking their love language. Speaking to their innermost needs is the quickest way to develop a connection and trust. 

Strategy #5:  Develop A Prosperity Mindset

Developing a prosperity mindset influences your entire business. What does that mean? It means that you know the value of your unique gifts and are not afraid to price them accordingly.

Here are some clues that you might not have a prosperity mindset:

  • Pricing. Are you competing with the low cost leader? Do you believe your rates reflect your worth? If not, why haven’t you raised your rates recently?
  • Offers. How well do you articulate your value? Do you downplay your value when talking to prospective clients? 
  • Sales. Are you great at telling people about your product or service, but not so comfortable making a pitch or closing the deal?

Do these sound familiar? If so, then you’re holding yourself back from the success you deserve. Fortunately, if you’ve followed Steps 1-4, then you have the vision, courage, energy and ideal clients that you need to have the right mindset for prosperity.

Raising your rates is difficult. All of your fears about whether you’ll kill a potential sale because your fees are too high quickly surface. I know; I’ve been there too. Flex your courage muscle. If you’ve done your work and found your ideal clients, they’ll be willing to pay more because they deeply value what you have to offer.

Are you ready to get the help you need? 

 Build a Business You Love to Support the Lifestyle You Want

Building a business you love and one that supports your lifestyle is not for everyone. The person you are today is different from who you’ll become when you achieve the next level of success. You’ll be asked to stretch beyond your comfort zone and engage your courage muscle. You’ll grow because you’ll learn to step up where you used to step away.

By using my approach, my clients have developed the skills to develop a dream business that suits their lifestyle. I want that for you, too! No entrepreneur or leader needs to play a smaller game or remain stuck. I know it doesn’t have to be a struggle for change to occur. I know how to help you succeed in a way that feels genuine and authentic for you.

Loren Fogelman is the founder of Business Success Solution.  An internationally recognized success expert and speaker, Loren helps high achieving business owners unlock the secrets to success and accelerate their bottom line. Results-focused and strength-based, Loren motivates her clients to clear the obstacles that stand in the way of enormous success.

Loren is author of The Winning Point – How to Master the Mindset of Champions, an Amazon #1 bestseller. Recognized as a high performance consultant by the LA Times, Loren helps her clients accelerate their businesses and consistently achieve goals they previously only dreamed were possible.

Tuesday, March 22, 2016
By Stacey Canfield
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With our marriage going on two decades, Daniel and I don't shy away from a good cultural plunge. It's fun to get surprised once in awhile and this weekend's trip to Costa Mesa, California was no exception. As we were leaving the big brand retail shopping center of South Coast Plaza, we stumbled upon the "Anti-Mall" just a mile south on Bristol Road. We hadn't planned to stop at this quaint and campy treasure trove, but I'm so happy we did. When I mention "campy", I'm not kidding... It's called The CAMPsite. Across the street is it's sister property, The LAB, affectionately known as "the Anti-Mall, and together they form a unique retail mecca that caters to shoppers looking for local, indie, entrepreneur-owned goods and services.

Among the Airstream trailers that compliment the bohemian ambiance of these quaint dual properties, are small businesses featuring hand-crafted artisan goods, organic coffee shops and farm-to-table eateries such as the Blackmarket Bakery

Daniel and I were captivated by the Campsite's charm and spent the morning relaxing in it's chill boho vibe. This was one brilliant marketer's answer to competing with the high-rent, glitzy competition of typical malls that feature Gucci and Prada. What we found most charming were the personal touches that engaged the public throughout both locations such as Polaroid photos of smiling customers in a coffee shop and a gazebos that encourages patrons to pin up and share their intentions, dreams, and well wishes.

There were endless art installations, cozy fire pits and even a unique place to showcase restaurant menus. We loved the idea of featuring antique mailboxes that hold each cafe's menu and specials all in one place. It's the camping answer to traditional food courts and eliminates the competition of who's got the biggest and brightest neon sign. Also, gladly missing were the annoying kiosk hawkers shoving products in our faces. We truly relaxed as we strolled!

Needless to say, Daniel and I now have great affection for these two blocks of retail bliss and feel it is a brilliantly branded retail destination. 

Imagine how you can be the "anti" solution to your most fierce competitors. If you would like to BrandStorm some ideas, join the conversation with me on my Facebook page. Until our next Brand-Venture... smile on Brandies!

Your BrandHappy Mentor, 

Stacey Canfield

Thursday, March 17, 2016
By Dawn Mena
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Competition for readers is fierce. Millions of articles are published every day. Statistics say that 8 out of 10 people will read your headline – but only 2 out of 10 go on to read the rest. What does this mean?

Your Headlines Must Stand Out!

The better your headline, the better your chances are of reaching the right people, capturing their attention, and converting them into friends, fans, clients and customers.

As a former editor for one of the largest newspapers in the nation (Los Angeles Times) and editor-in-chief of an international print magazine for women entrepreneurs, I’ve written thousands of headlines during my career. And you better believe that I figured out what works – and what doesn’t.

If you want to stand out from the crowd, your headlines need to stand out. That’s why I’m sharing with you these 5 Copywriting Cues that will help you write headlines that stand out, get attention and make a first impression that makes them want more.

Let’s get started!


Copywriting Cue #1: The “How To”

We live in a chaotic, busy world. So when we’re scanning content online, our subconscious is automatically filtering out headlines that don’t show potential for immediate value. That’s why the “How to” headline works so well. Yes, it’s a classic, and there’s a reason why.

“How to” headlines offer the promise of learning something new, useful and actionable. Even though we’re busy, our brains react to the potential of value. Other key words you can use in a headline that follow the “How to” formula include Tips, Tricks, Strategies and Guides.

As you write your How To headline, remember to share the benefits clearly and entice your reader with the promise that they will learn something new, something clever or something of value they can apply to their business or life.


  • How to Get 1,000 New Followers in 30 Days
  • A Brief Guide to Gluten-Free Baking Ingredients
  • How to Get Rid of Stretch Marks
  • The Beginner’s Guide for Facebook Advertising with a Small Budget

Expert Tip: Make your “How to” headline even more powerful by doubling up! One of the best headlines ever written follows this principle: “How to Win Friends and Influence People”

Copywriting Cue #2: Everybody Loves Lists

Headlines that promise a number of ways, types, secrets, strategies or steps always work because the provide a quantifiable potential our brains are looking for of learning something new. Lists are great for attracting attention. After decades of use, almost every late-night talk show hosts still relies on Top 10 lists because audiences love them. Don’t worry about your audience getting bored with lists either – as long as you deliver quality content, you’ll catch their attention every time.


  • Top 5 Blog Articles Headlines That Catch Attention
  • The 3 Things Your Website Is Probably Missing
  • 7 Memory-Boosting Exercises You Can Do Right Now
  • 10 Ways to Say Thank You

Expert Tip: To really kick it up a notch, use “sexy” words in your list headlines like legitimate, sneaky, love, truthful or embarrassing.


Copywriting Cue #3: The “Why”

We’re a curious species. While we love to have lists and know How to do things, many times we also want to know the “why” of things. Headlines that start with Why are powerful, as they trigger your reader’s thirst for knowledge, desire to learn and grow, and general curiosity.

You don’t need to stop at “why.” Mix it up by using “what,” “when,” “learn,” “discover,” or “how,” and make a strong statement that will make readers want to know what you know – and read what you write.


  • Learn Why Some People Always Win at Poker
  • Why These CEOs Wear the Same Outfit Every Day
  • What These Moms Did to Get Their Kids To Eat Broccoli
  • Why Your Website About Page Is Critical For Making Sales

Expert Tip: Starting your headline with “Why” is great, but remember that the words that follow are what truly draw your readers in. Be sure you provide insight into issues that matter, and you’ll be amazed at how many read on.


Copywriting Cue #4: Share Secrets

This is a blogosphere favorite that never fails, due to its attention-grabbing power. Who doesn’t want to be in the know about the latest secrets, right? Plus, this kind of headline is perfect for demonstrating your mastery of a subject and building your authority in your field.

And don’t worry about overusing the word “secret.” There are other words you can use that convey the same idea such as “little known,” “insider,” “rare,” or “unknown.”


  • Six Secrets for Creating Captivating Bios
  • Copywriting Insider Strategies for Attention-Getting Headlines
  • Celebrity Stylist Secrets for On-Stage Style
  • 7 Secrets for a Greener Lawn

Expert tip: Invite readers to join you in learning more about the “secrets” you are writing about by adding “Who Else Wants” to your headline. For instance, “Who else wants to know the secrets for on-stage style” invites readers to join in as it implies that this is high-value, in-demand information.


Copywriting Cue #5: Be provocative (sneaky, even)

Share something exciting, enticing, interesting, or intriguing that is a part of the topic you are writing about. When using this type of headline, you must know your audience well and what they respond to best. For instance, one of my favorite headlines from Marie Forleo was, “And Then My Pants Split.”  Her audience expects fun, sassy content and, well, with an intro like that you can’t help but read on to learn more.

Your audience may not respond to headlines quite like that, but you can still write provocative content that dares them to read on, like these:


  • Forget This on Your Website and You’re Guaranteed to Lose Money
  • Do You Know This Early Sign of Heart Failure?
  • Did You Make This Mistake on Your Taxes?
  • 7 Deadly Car Seat Mistakes Even Experienced Parents Make

Expert tip: Add numbers and specifics and your readers will really feel like they are truly getting critical information. For example: How I Built an Online T-shirt Business and Made $1,248.90 in 3 Weeks.


If there is one thing I want to leave you with, it’s this: Say it simply and directly. Direct headlines using the strategies I’ve outlined above will never fail. Don’t try to be too clever. Rhyming, alliteration, wordplay… these are all great, but not for headlines. If your readers is confused, or misses the point, they’ll move on.

Really, the most important formula you need for writing irresistible headlines lies in using the strategies above – and combining them with your knowledge of your readers.

Understand what issues they are interested in. Answer their most burning questions. Give them knowledge that helps them. Serve your audience first and they’ll become your biggest fans, and most loyal readers.

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If you’d like to learn more about creating strategic content that serves your readers and grows your business, sign up for my Captivating Copy newsletter by clicking HERE. Readers receive expert guides, how-to’s, free writing templates, and lots more to ensure their websites, blogging, bios, newsletters and social media are filled with the “write” stuff!

Dawn Mena is a professional writer and overall lifesaver for busy business owners with no time – or often no desire – to write. A former Los Angeles Times editor, Dawn founded Captivating Copy to provide strategic writing support for entrepreneurs, helping to increase their impact, influence and income by sharing the right story and connecting with the right audience.


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