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Partner Power

These days, being a solopreneur can be challenging – and lonely. Smart business owners know strategic partnerships can be rewarding both financially and personally. A strategic partnership is a relationship with another company or business for promotion and sales generating purposes. A strong strategic partner that shares your same choice client can give you a definite edge in reaching that market more efficiently and effectively.

The ideal strategic partners for stagers, redesigners and organizers to consider are:

• Title companies
• Mortgage companies
• Appraisers
• Home inspectors
• Surveyors

Joining forces provides these additional benefits to both you and your strategic partner:

• Helps save marketing dollars when you market both partners’ services to both of your client lists.
• Gets you and your strategic partner in front of more prospects by marketing to each other’s client list.
• Helps your strategic partner differentiate themselves from their competition and provide a higher level of service by promoting your services.

Partnering for tradeshows, ads and presentations creates a collaborative and supportive relationship because you no longer have to do everything alone.

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Let the Show Begin! The Impact of Trade Shows

The power of numbers and huge visibility are the primary reasons you need to consider participating in your local tradeshows. If you are a stager, look into your annual real estate rallies and state real estate conventions where you can reserve a booth in the exhibit hall. You can also apply to give a presentation if it is an education-type venue.

Increase your redesign business by exhibiting at a local Home and Garden, Home Remodeling or Home Improvement trade show.

Note: to help with the expense of the booth, think about partnering with another stager, redesigner or organizer.

Smaller scale, but still a great way to get front and center with potential choice clients, is to give a decorating presentation at a women’s luncheon, a consignment or furnishing store or home party. The topic could be How To: accessorize a bookcase; a mantel; create a dynamic table setting; create a dramatic artwork arrangement; tie towels; fold napkins; choose fabric and colors. The point is to get face-to-face for maximum visibility.

“If you wait until all the lights are ‘green’ before you leave home, you’ll never get started on your trip to the top.” ~Zig Ziglar

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DON’T BE FOOLED

Nothing Can Replace FACE-to-FACE!

In today’s high-tech world, it is more important than ever for people to meet in person. Human contact has taken on a new significance in the era of voice mail, the internet, and ecommerce.

Face-to-face marketing can be difficult for many business owners and can require more time, energy, and possibly expense, but the payoff can be tremendous – and ongoing.

There needs to be a balance between high tech and high touch. However, once you become good at the face-to-face method of creating visibility, it will prove to be the easiest and most enjoyable way to build your business, because it helps build a relationship of confidence and trust between you and your potential clients.

Meeting + Mingling = Maximized Visibility

Instead of spending so much time in front of your computer sending emails, electronic newsletters, perusing other sites and continually tweaking your website, start cultivating relationships with potential clients by doing one, or all, of the following:

1. Schedule a morning appointment for coffee or tea with someone you’d like to have as a client or who would benefit from knowing more about you and your business. This could be a real estate agent or office manager, a home furnishing/accessory store or consignment store owner, a freelance writer – anyone who can connect you with people who need your services.

     Note: I prefer meeting for coffee instead of lunch because it takes less time out of the day and is less expensive. Don’t forget to take your Professional Portfolio, brochures, business cards and calendar with you.

2. Call a real estate manager and request a 5-10 minute timeslot at an upcoming sales meeting. Offer to share a few staging tips, as well as helpful ways agents can explain staging to their sellers.

     Note: content-rich information is the key to speaking at real estate sales meetings. Share ways agents can help clients by utilizing your services, the importance of showcasing their listings, as well as educating them on how you can do as much or as little as their budget will allow. Don’t forget to always take food when visiting a real estate office.

3. Attend mingling opportunities – chamber mixers, real estate luncheons or functions; visit open houses on weekends.

     Note: many organizations will allow you to attend as a guest for one or more times. Also, think about asking someone you know who is a member, to allow you to accompany them as a guest.

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Top 10 Must-Haves for a Media Kit

A media kit is a collection of key information that conveys who you are, what you do and why the media should feel this information is significant. It doesn’t have to be fancy, but it does have to be clear, attractive and relevant. The following items are expected in a media kit:

1. Cover letter – short introduction of you, your company and a media-kit contents-list. Use a specific name to address the letter to, if possible.

2. Brochure or company information – list of your services – sheet.

3. Press release – printed on company letterhead to reinforce your company image, logo and brand.

4. Business cards – include two.

5. Overview – your company’s mission, history and specialty; printed on letterhead, but make the overview one or two paragraphs, max.

6. Biography and credentials – kept brief.

7. Photos – a head shot, definitely; action shots taken on the job, a bonus.

8. Client Testimonials – never send out information without them.

9. Tips Sheet – or marketing flyer, including helpful information you provide clients.

10. Articles – include those written by you or about you.

..and if you give presentations or seminars, include a list of topics you have presented or classes you offer.

Insert all the above items in an attractive, professional-looking folder; proofread every element thoroughly to be sure the information is reliable and correct and start promoting your media packet on your website and mailing them out to local – and not so local (think global) – media.

Note: send packets with garnered permission of the recipient – that means ask if you may send it – or at least a heads-up notice that it’s on its way, because permission-based marketing is the best way to make an introduction.

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If you’re giving a speech or making a presentation, someone usually will introduce you or you will be asked to make your own introduction. It’s always better to write your own introduction because then you get to choose exactly what you want the audience to know about you.

OUTstanding INtroductions

The first few sentences of your introduction will set the tone for your presentation or program.

Start with your name, the name of your business and your credentials; include certifications, and years you’ve been in the business.

Provide 1) the presentation title or topic, 2) give a short description of the topic, and 3) why it’s important to your audience.

Here’s an example of an introduction for a real estate meeting presentation:

“Many real estate agents are challenged when it comes to explaining the importance of staging to their sellers. Clients are hard to come by, so naturally agents don’t want to offend, embarrass or anger their sellers. How do you, the agent tell them what they need to know but may not want to hear?”

Follow that up with a short story or example relating to the topic:

“A few years ago, (your name) was brought in by an agent who had just listed an extremely cluttered and dated property owned by a couple living in their ‘me-museum’ - surrounded by an enormous amount of memorabilia and collectibles. It sold for the asking price with no contingencies the day after (your name) staged it.”

Conclude with a short expectation statement:

“Today (your name) is going to share with you the secret of how she successfully convinced the sellers about what needed to be done to prepare their home for sale AND how she helped the agent increase his business by incorporating staging services into his marketing plan.”

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Taking ADvantage – Content is Key

Ads should be simple, eye-catching and filled with benefit-rich words that elicit emotion.

1. Make the headline compelling and highlight a specific benefit to the reader. Remember, it’s always about them and not you.

2. Make statements that are believable.

3. Track your advertising to determine what works and what doesn’t. Ask people how they found you when they call.

4. Make sure your contact information is sufficient in the ad; include phone number, email and web site addresses.

5. Use visuals – but not the same ones everyone else uses. Think outside the box. For instance:

• In addition to putting your dramatic before & after shots in ads, if you offer staging services, think about a photo of you, the listing agent and the sellers in front of a Sold sign.
• Use testimonials from clients with a photo of them in their newly redesigned or staged room.
• Include an action shot of you redesigning or staging a room in the ad or flyer.

______________________________________________

Sample Ad #1:

What A Difference A Day Makes!

Interior Arrangement and One-Day Room Makeover Services

Within a day (your name), owner of (your company), will transform a room in your home or office from ordinary to extraordinary using your existing furnishings, artwork and accessories. There is no need to buy anything new!

CALL ________________ at __________________

Sample Ad #2:

Revolutionizing the Way People Decorate Their Homes!

In just one day, (your company) can give any room in your home a new and revitalized look using your existing furnishings, artwork and accessories. There is no need to buy anything! This unique process of rearranging a room’s existing contents works whether your furnishings are old or new, you have a little or a lot, all one style, or an eclectic mix.

It is the perfect solution for anyone who:

• likes their furnishings, but wants something different
• is confused about how to pull a room together
• would like a room to be more spacious, warm and inviting
• doesn’t feel their home reflects who they really are

CALL (your name), (your company) at (phone number)

OR VISIT OUR WEBSITE AT (web address)

______________________________________________

“Stopping your advertising to save money is like stopping the clock to save time. If you only knock long enough and loud enough at the gate, you are sure to wake up somebody.” - Henry Wadsworth Longfellow

“Advertising isn’t a science. It’s persuasion. And persuasion is an art.” - William Bernbach

“Advertising says to people, ‘Here’s what I’ve got. Here’s what it will do for you. Here’s how to get it.’” - Leo Burnett

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Are You Taking ADvantage?

ADvertising is defined as communication whose purpose is to inform potential customers about products and services, and according to the SBA, 5% of your gross revenues should be budgeted for advertising.

For example, if you project $50,000 in annual revenues, your annual advertising budget should be $2,500.00 or just over $200.00 a month.

But how do you know where to invest these advertising dollars? The answer is simple – identify your target audience and decide how best to attract their attention.

Purposeful Placement

Here are a few suggestions to help you determine where you should advertise your business:

• Put yourself in your customer’s shoes. Where would they go to look for your business? What do they read?
• Look to see where your competitors are advertising - they might have already done market research.
• Identify publications or advertising media that most accurately aligns with your customer base.
• Place your ads where customers will find them easily and logically.

Once you have identified the publication advertise on a regular basis – weekly or twice a month for at least six months. Remember, it’s the placement and frequency of the ad and not the size that counts.

Placement ideas to consider:

• Local and neighborhood newspapers
• Homeowners’ association newsletters
• Community magazines and supplements
• Trade publications: real estate, home services, etc.
• Church bulletin
• Newcomers’ publications
• Online decorating websites
• Women’s groups newsletters
• School sports team flyers

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Get Curious!

Sometimes all it takes is changing your routines and yes, most of us have many routines and set patterns in our lives.

• Try something new – whether a different flavor latte, a new sport or form of exercise, reading a book that you wouldn’t normally read, taking a different route to the grocery store.
• Be observant – pay attention to what’s happening around you. Look at billboards, signs, ads in the paper or magazines and note interesting words and clever phrases.

Idea: start clipping words, phrases, pictures from magazines and newspapers and pasting them into an Inspiration File. This will help when you are searching for words to create punchy titles and interesting phrases for your website and marketing materials.

Idea: look at words within words. Some I have used in the past are commUNITY, accent-YOU-ate, e-VALU-ate.

• Talk with others – ask how they generate fresh ideas in their business. Create a brainshowering, vs. brainstorming, meeting with a small group of people from a variety of fields. Come with the intention of not only sharing a wealth of ideas but also of helping those who are creatively blocked or struggling with a specific marketing or business problem. It’s amazing what can happen when energies and thought powers are combined.

Idea: if you can’t physically get together, consider a conference call or group email format.

I was asked recently how I come up with weekly ideas for Two Tip Tuesday and the answer is, I get them everywhere - from something I may have just read, heard, seen or from questions I get asked. Some of the best ideas have come from my own experiences and challenges or problems I am trying to solve.

Learn to pay attention to what’s happening around you, even though it might seem trivial. EXTRA-ordinary discoveries can result from ordinary experiences. Look how Jerry Seinfeld created an Emmy award winning television series using normal life experiences for material.

“Creative minds are rarely tidy.” - Author Unknown

“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.” - Mary Lou Cook

“Creativity – like human life itself – begins in darkness.” - Julia Cameron

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Are You Suffering From CDD?

Creative Deficit Disorder

Q: Have you ever felt your marketing materials, presentations and/or networking efforts were flat, uninspiring and lacking originality?

Q: Do you struggle when it comes to creativity and finding ways to inject pizzazz into your business?

If the answer is YES, get ready to discover a few simple ways to get those creative juices flowing.

Simply stated, creativity is the ability to imagine and invent something new – whether in your life or in your business. Some creative ideas are unique and one-of-a-kind; others are just simple, practical ideas that haven’t been thought of by anyone else.

Whether the ideas are unique or simple, the point is to give your business a creative injection on a regular basis – before the lack of creativity starts to show.

Unleash Your Imagination

First of all, stop saying you aren’t creative - even if you might be feeling that way. Be open-minded and willing to try new, never-thought-of-before ways to improve and liven up your marketing. Here’s an idea to spark some creativity that is well worth trying:

Spend time in a new environment or schedule creative timeouts to inspire fresh thinking. Go to a serene, picturesque place that is void of distractions and give your cell phone a hiatus. Try a park, botanical garden, lake, beach, museum, art gallery – you get the idea. Let your mind wander and take a notepad to jot down words, sentences, ideas that pop into your mind. Don’t try to make sense of them; that comes later.

My Story… Several years ago I booked a two day stay at a B&B outside my town. There was no television or radio and I left my cell phone and laptop at home. I took along comfortable lounging and hiking clothes, my favorite scented candles, three motivational books, a journal, stack of fresh writing pads, pens and colored pencils. I spent this gift of time making an effort to tune out all the programmed thoughts and to be open to new thoughts and inspirations. I came away energized, re-focused and brimming with creative ideas.

Whether you take half a day or multiple days, go miles away or just down the block, getting away is important to recharge your energy and encourage creative thinking.

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Create Your USP (Unique Selling Proposition)

1. What words reflect your strengths and show how you are different from your competition? Some examples might be: professional, fast, economical/budgetminded, attention-to-detail.

2. What are the reasons clients should choose you over your competition? Examples might be: certification and credentials; years in business and experience; specialization and expertise; award-winning; published or showcased in specific magazines or television; professional recognition and member of your specific industry and your involvement.

3. What benefits do you provide that make you and your company unique? Such as:

• I take a green approach because I use existing furnishings.
• I provide an economic advantage because there is no need to buy new items.
• My clients get immediate gratification because I perform my services within a day.
• Consider me your ultimate resource or go-to person when looking for a particular service.

4. Identify for your client the pleasure quotient involved with using your service, or pain you would eliminate for them. Examples might be:

• My services relieve the frustration of not knowing how to pull a room together.
• Existing furnishings and accessories take on a brand new look.
• Rooms feel more spacious, calm and visually appealing.
• Multiple styles can be easily blended into a cohesive and attractive arrangement.
• Heirloom pieces can be integrated with current furnishings.
• Collections, memorabilia and special accessories are creatively showcased.

5. What specific problems do your services solve for clients?

• Defeats overwhelm of making decorating decisions.
• Eliminates the fear of making wrong choices.
• Showcases the full potential of a space, because clients tend not to see what’s around them on a daily basis.

6. Write sentences using your answers to the above questions. Eliminate unnecessary words and keep the wording concise and clear. Remember, your USP is a call to action and is a promise you are making to clients. It needs to convey your message so they understand it and are inspired to call you.

7. Once you have written four or five sentences, ask friends, associates or family members to assess them and to choose the one or two they feel best conveys your message.

8. Put your USP to work. Start using it on your website, in your marketing materials, including your business card, and as a dynamic introduction when addressing a group or meeting someone for the first time – it makes a perfect 30-second introduction.

“Education is a lifelong experience. Experience is a lifelong education. Education plus experience equals expertise.” - Michael Bugia

“Never become so much of an expert that you stop gaining expertise. View life as a continuous learning experience.” - Denis Waitley

“You will be surprised at how receptive people can become when you are willing to share with them your expertise, enthusiasm and energy.” - Mitch Thrower

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