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Author Q&A: "How to Make Your Family Business Last" by Mitzi Perdue

Mitzy Perdue

 About How to Make Your Family Business Last


 America’s family businesses are in crisis. From huge, multi-national corporations to tiny, local mom and pop shops, such businesses form the backbone of the American economy – and yet a whopping 70 percent don’t make it past the first generation. A mere three percent make it past the third generation.

This reality not only causes a huge dent in the U.S. economy and job market, it reveals a deeper fracturing in American families, with older generations finding themselves unable to communicate their vision and values to the next.

Why is this? Why do so many family businesses fail? What does it take to have a strong, sustainable family business?  And how can entrepreneurs make it so that their business not only survives, but thrives? 

In her latest book, “How to Make Your Family Business Last,” set to hit shelves on October 10th, bestselling author and acclaimed speaker Mitzi Perdue offers a fresh and exciting take on these questions. Combining academic research with practical, experiential advice, Perdue lays out a comprehensive plan for families and entrepreneurs who want to create a lasting legacy.

“Success in business is never because of the efforts or identity of one single individual,” said Perdue. “It’s always a matter of cooperation, collaboration – and, most importantly, culture. I’ve watched so many families go through immense pain because they didn’t have a strong, supportive culture – and I’ve seen other families thrive because they put the work in to shape the kind of culture that is conducive to success.”

Special note: author Mitzy Perdue is offering a $10 discount on her book especially for Secrets of Success blog readers. Go here to get your copy: http://mitziperdue.com/discount/

 

About Mitzi Perdue


Mitzi is a businesswoman, author, and a master storyteller. Her most recent book, “Tough Man, Tender Chicken: Business and Life Lessons from Frank Perdue,” was a bestseller on Amazon. She is also the author of, “I Didn’t Bargain for This”, her story of growing up as a hotel heiress.

She is also a professional speaker on family businesses, drawing on her lifelong observations as a member of the Henderson family (the family behind Sheraton Hotels), and of the Perdue family. She has presented in cities all across the United States on how to embed a positive culture across generational lines via practical, effective tools and tips.

As a nationally syndicated columnist, she has written more than 1600 articles, and as a nationally syndicated TV hostess and producer, she produced more than 400 half-hour shows. Additionally, Mitzi is also the founder of one of the larger wine grape companies in California, and she is a former president of the 35,000-member American Agri-Women, the oldest and largest American farm women’s organization.

Website link: https://mitziperdue.com/


Purchase book: On Amazon at https://www.amazon.com/Make-Your-Family-Business-Last/dp/1884108075 or on her website where they can also download a chapter for free, https://mitziperdue.com/.


Deb Bailey: Welcome to the blog, Mitzy. What are some of the important points in your book?

Mitzy Perdue: Happy to be here, Deb. How to Make Your Family Business Last, a treasury of checklists, templates, resources, and tips, is about embedding the culture that it takes to make a family business last. Every family has a culture, but too often, the culture comes about by accident instead of by design.  When you leave the culture to accident, the family members may not learn the all-important lessons, such as,

"You can't always be right!" 
"You are a steward for future generations."
"Relationships are more important than money."
"Live beneath your means."
"Philanthropy is essential."
"Be someone whom others are justified in trusting."
"You're part of something bigger than yourself."
"You have a responsibility, not to just yourself or your family, but also to the employees, the consumers, the lenders, the suppliers…in fact the whole community.  In other words, it's not all about you!"


Deb: Those are certainly important things for family businesses to focus on. What inspired you to come up with the idea for your book?

Mitzy: I wrote these three books to share some of the ways that business families can join the 30 percent of family businesses that make it to the next generation--as opposed to the unfortunate 70 percent that don't make it to the next generation.

The pain that this causes in human lives can't be overestimated. When a family business fails, it doesn't just injure the family: It harms the employees, the suppliers, the consumers, the lenders, and in the end, the tax base of the whole community.

On the other hand, when a family business does well, at its best it can be a blessing to all the people whose lives it touches.


Deb: Well, I think your family business has done extremely well! You have a lot to share. What advice would you give to women entrepreneurs who are just starting out?

How to make your family business last book cover
Mitzy: Don't let fear of failure keep you from trying! Instead, redefine failure.

In my own career, up until my early 40s, I had never really done much with my education or whatever abilities I had.  Then one day, I realized what was holding me back: I was afraid of failure. 

That day, I decided to redefine failure.  For me, the only real failure would be not trying and not giving my all. 

My attitude ever since has been, "Just the act of trying makes you a winner.  As part of trying, you'll have learned new things, met new people, acquired new skills, and you'll be better positioned for the next time you try."

This played out in a remarkable way in my own life. As I said, up until almost my 40s, I really hadn't done much with my life.

But that year, I began trying for some things I hadn't dared try for before. I decided to no longer fear rejection slips and began submitting articles to magazines and newspapers.  I auditioned for a television show and then a radio show.

Within one year of losing my fear of failure, I began a career that led to my becoming a syndicated columnist, a TV hostess, and a professional public speaker. It also led to successful real estate investments.  

I got into women's agricultural politics and had the extraordinary joy of being president of America's oldest and largest farm women's organization.

Losing my fear of failure has meant gaining undreamed-of successes. But all of this meant huge amounts of efforts and countless times of falling on my face. And by the way, although I'm in favor of a positive attitude, I'm even more in favor of working like crazy, including studying, taking courses, attending conferences, reading books, practicing…in short, doing everything you can think of to improve your odds of success.

My challenge for each of you is: Are there any areas of your life where fear of failure is holding you back? When you try for something, are you giving it everything you've got, or are you holding back? 

Try redefining failure: It's not failure when you don't succeed; you're a winner for trying!  Win or lose, as long as you gave it everything you've got, that means that your efforts will be laying the groundwork for future success!


Deb: I totally agree! Fear of failure ends up destroying so many dreams. Speaking of dreams, a lot of people dream of becoming authors. Any tips to share with someone who wants to be published?

Mitzy: Some people are born writers, but for the rest of us, this means taking classes, studying books on good writing, and paying attention to what works for writers.  It also means a lot of practice. I figure that just as you can't be a good tennis player without lots of lessons and practice, you can't be a good writer without getting good advice and practicing a lot. As for getting published, although I've had 20 books published, today I'm a fan of self-publishing. My reasons are:

1.    Less Time. The publisher I use, R.J. Myers Publishing & Consulting Co. can have your book in print six weeks after you give them the final copy. With a conventional publisher, you'll probably have to wait a year.

2.    More Money. I've rarely made much money with conventional publishers because I was lucky if I made a dollar a copy.  But with self-publishing (and this will vary according to the length and layout of your book), I can pay $5 a book and sell it for $20. The profit all comes to me.

3.    Artistic Control. Trade publishers rarely allow you to control the layout or the cover design. That's important to me and I've been much happier with the results when I've been heavily involved.

4.    Distribution. The trade publisher can get you in book stores, but since 70 percent of books are sold on-line, and since 80 percent of my books are sold as part of my speaking engagements or media appearances, having the book in book stores isn't a big deal for me.


Deb: 20 books! That's terrific. Do you have a favorite writing environment?

Mitzy: Yes, my writing environment has to be phone-free. All my close friends know that I don't use the phone when I'm writing, and they also know that this isn't directed at them: I'm that way with everyone. I not only turn off the phone, I have it in another room so I'm not tempted. For me, phone calls, even if it's only a five-minute phone call, can take me 20 minutes afterwards to get back into the deep concentration that works for me when writing. I'm telephone dropout, by necessity.  I take comfort in knowing that there are many Millennials who look on a phone call as an attack, and I understand their attitude. 


Deb: Trying to stay away from distractions so that you can write is a challenge. You've accomplished so much, what inspires you to do the work you do?

Mitzy: I figure I have a mission in life, and it's to increase happiness and decrease misery. I love to joke that I would like to save the world, but since that's not on offer, the next best for me is to try to share current knowledge about how families can be high-functioning.


Deb: That knowledge is very valuable. What do you think are the top 3 traits an entrepreneur must have?

Mitzy: Persistence, energy, vision.



Deb: Who do you think will benefit most from reading your book?

Mitzy: I'm in favor of all entrepreneurs reading this. It's so easy to put all your effort into building your business while forgetting the importance of family.  What good does it do to succeed financially and fail as a family? Our deepest sources of happiness over time will come from our intimate relationships, and it's worth putting in the time and effort to get this right, and I'm here to show you how. I share the latest academic research combined with a lifetime of observing what successful families did to create and maintain a strong, loving, high-functioning family.



Deb: Thanks so much for joining me on the Secrets of Success blog. Please share where your book can be found.

Mitzy: I enjoyed being here! If your readers would like an autographed copy, they can have it for $10 by going to this web address: http://mitziperdue.com/discount/  How to Make Your Family Business Last is normally $27.95.



Happy 9th Birthday Women Entrepreneurs Radio™


 Women Entrepreneurs Radio
is nine years old this week!

My very first show was broadcast on 11/12/2008 and featured:  Energy Guide, Elena Camp

Listen to that show here: http://womenentrepreneursradio.libsyn.com/elena-camp-energy-guide-and-law-of-attraction-trainer














Mission of the Women Entrepreneurs Radio™ Show

  • Foster a supportive community of women entrepreneurs
  • Help women succeed in their entrepreneurial endeavors, providing valuable tips and resources from women who have been there
  • Promote women-owned businesses and support the economic empowerment of women


Entrepreneurs from countries including, the United States, Canada, Mexico, Singapore, Tanzania, France, Ecuador, Uruguay, Germany and the United Kingdom have been featured on over 400 episodes of the show.




Reviews for  Women Entrepreneurs Radio™


"The whole experience for my interview with Women Entrepreneurs Radio was seamless.  Deborah's team was efficient and accurate in communicating the details, and the process was well organized.  Deborah herself immediately put me at ease.  From the moment we started talking I felt comfortable with her.  She was prepared with questions to guide the conversation and bring us back on track whenever necessary, but listened and allowed the conversation to unfold.  I enjoyed our chat, and I am glad we get to share it with the listeners."

-Melissa Forziat
Melissa Forziat Events
www.melissaforziatevents.com


Great Podcast for Women Entrepreneurs

"I found this podcast last week while on social media and I haven't stopped listening yet! The interviews offer so much value. I really enjoyed in episode with Melinda Chen in her discussion about selling to big clients. She provided great insight on who to sell something I am not always comfortable with.

I also enjoyed Ronnika Ann, she is such an intellegent young lady with a wealth of information. I can't wait to listen to all 300+ episodes. I Love this Podcast! Keep up the great work!"
-Lakisha Sarbah






*Women Entrepreneurs Radio has recently been added to Google Play, YouTube and LinkedIn.*




Subscribe to Women Entrepreneurs Radio™ on iTunes

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Listen on Android

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Podcast Archive on Libsyn

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"How to Turn Pain into Purpose" with Hilary L. Jastram Founder of J. Hill Marketing & Creative Services on Women Entrepreneurs Radio™

 Hilary L Jastram Founder of J. Hill Marketing & Creative Services
Show #437

Topic: "How to Turn Pain into Purpose"



Hilary L. Jastram is the personification of turning pain into purpose. 

As a chronically ill entrepreneur, helping others craft their missions and messages wasn't enough. She wanted to improve the resources and support for entrepreneurs who are sick and disabled to help them find their own brand of success.

In September 2017, she launched Sick Biz, the only organization of its kind and a non-profit organization to help this very special community.


In this lively conversation, we talk about:

  • How she went from becoming unable to work to starting her own business, then creating a non-profit
  • The mindset blocks she had to work through as she launched her businesses
  • Her advice for other entrepreneurs who are also experiencing health challenges


Hilary L. Jastram is the founder of J. Hill Marketing & Creative Services, an agency specializing in premier copywriting, editing and book editing for Fortune 500 brands and the “one-percent,” superstar entrepreneurs.

She is an author, editor at The Good Men Project, and contributor to Influencive, The Huffington Post and The Mighty, among other large-scale publications. To date, she has published over 150 articles on business and personal development.

She is also the founder of Sick Biz, "an organization dedicated to providing support, resources, hacks, and hope to entrepreneurs affected by chronic illness, pain, disability, and sickness." Listen to the Sick Biz Buzz podcast for more inspiration and prescriptive insights on living a motivated and emotionally healthy life.

Sick Biz Buzz Podcast: https://itunes.apple.com/us/podcast/sick-biz-buzz-001/id1292269358?i=1000393019263&mt=2

https://www.facebook.com/jhillmarkwriter/
https://www.facebook.com/sickbiz/
https://www.linkedin.com/in/hilarylauren/
http://www.twitter.com/sickbiz
https://twitter.com/J_HillMark
http://jhillmark.com/
http://www.sickbiz.com/



Listen on Podomatic:

https://www.podomatic.com/podcasts/dbcoach/episodes/2017-11-16T04_00_00-08_00


Subscribe on iTunes:

https://itunes.apple.com/us/podcast/women-entrepreneurs-radio/id939410730?mt=2


 Hilary L Jastram Founder of J. Hill Marketing & Creative Services on Women Entrepreneurs Radio

12 Unusual Productivity Hacks: How to Write Faster



12 Unusual Productivity Hacks: How to Write Faster
12 Unusual Productivity Hacks: How to Write Faster, courtesy of Henneke at Enchanting Marketing

"Start Balancing For More Happiness & Success" with Kristy Dickerson of STARTplanner on Women Entrepreneurs Radio™

Kristy Dickerson of Start Planner
Show #434

Topic: "Start Balancing For More Happiness & Success" 


Kristy Dickerson, keynote speaker, businesswoman, and active CEO and co-founder of STARTplanner, has devoted her life to providing hope for individuals who are looking to achieve balance, success, and happiness in their lives. Dickerson is a sought-after keynote speaker thanks to her relatable story, valuable advice, no-excuses attitude, and upbeat personality, which she instills in all aspects of her brands.

She believes and preaches that individuals have the ability to do anything they want. Featured in Forbes, Entrepreneur, and Inc.com among others, she is a powerhouse, showing others how to be productive and make things happen.

Kristy is author of Start Balancing, a no-excuses book that gives you practical hacks for productivity, solutions for being efficient, and inspiring and relatable advice for daily application, allowing you to find your version of success.

https://www.facebook.com/KristyDickersonPage/
https://startbalancing.com/
https://www.instagram.com/kristydickerson/
 

Listen on Podomatic:

https://www.podomatic.com/podcasts/dbcoach/episodes/2017-11-09T04_00_00-08_00



Subscribe on iTunes:

https://itunes.apple.com/us/podcast/women-entrepreneurs-radio/id939410730?mt=2


CEO Kristy Dickerson

Rethinking the Sales Funnel: The Need to Realign Marketing with the Digital Sales Landscape

business computer and iphone
by Chase Davis

Think of the traditional sales funnel as a casualty of today’s digital innovations. The internet, mobile access and smartphones, and the social networking web have transformed the current sales landscape into one where the funnel no longer applies.

According to a survey done by SiriusDecisions, the buyer’s journey is now 67 percent digital. Our current unrestricted access to information has changed the way people make purchases. Buyers go through the sales funnel not from the top down. Instead, they come in at varying stages, navigate the funnel erratically, and consume content at every stage of the buyer’s journey.

This puts your content marketing – as well as its offshoot, video marketing – in the forefront. Is your content marketing aligned with what your sales team needs, in order to do the job of developing relationships and closing deals? Is your sales team armed with marketing collateral suitable for the new sales environment?

How People Consume Content Today


A study by the 2014 Marketing Leadership Council of CEB (now known as Gartner) claims that 57 percent of the purchasing decision have been made even before a customer meets a salesperson. This has limited marketing’s capacity to educate and influence, which are some of its primary roles.

Access to information is at the heart of this reality. People are consuming content in increasing levels. According to research done by Hubspot Research in 2016, video content tops the list, followed closely by social media, news and long form business content. Of these sites, Facebook has the most impressive increase, up by 57 percent.

Mobile usage is on an uptrend too. In fact, it has surpassed desktop usage, as of 2016.  Here, social media and video content are in close contention for the top spot, at 52 percent and 49 percent, respectively. Mobile notifications have likewise increased by 34 percent, beating conventional content aggregators, such as RSS.


business laptop and desktop

Video Consumption Trends


It is worthwhile to note video content’s increased prominence as the leading content format for regular and mobile internet use. According to the Hubspot research, almost half the respondents watch at least an hour’s worth of videos a week. Leading video sites, Facebook and YouTube, likewise peg their views at billions of videos each day.

Interestingly too, another study – this time by Forbes – says that 75 percent of surveyed executives view work-related videos regularly, almost half of which are done through YouTube. Of these, 65 percent are spurred into action, such as visiting linked business websites. Another 53 percent extend what they had seen on video format by conducting further research. This behavior is shared across all executive age levels.

Content Consumption and its Implications on Marketing


All this implies an evolved B2B and B2C consumer. Buyers have become sophisticated, making the most of information that’s literally at their fingertips. They get online when necessary, wherever they are. They look or ask for information. They can make decisions on the spot, even without the intervention of a sales rep.

The biggest challenge for marketing and sales teams today is penetrating this web of information, such that you are still able to extend your message to your target audience. Research suggests that videos are the top format to get your full message across. Of course, this does not mean abandoning other content formats; there are advantages, depending on your industry.

In the past, we’ve used the sales funnel to map your buyer’s journey: to see where your customers are, and to know and provide the information that they need and the marketing collateral your sales team needs. We need to rethink this funnel to consider the new realities of the digital sales landscape.

Why the Traditional Sales Funnel No Longer Works


Take the story of Sephora, as shared by its CMO Julie Bornstein. Sephora is a French chain of cosmetics stores that has been around since the late 1960s. As with others in its industry, it has relied on marketing to generate brand awareness. Word of mouth from its advocates or brand ambassadors helps too.

Bornstein and her team has seen how the sales landscape changed in the digital age. Everything had to be “quicker, faster and further.” So, they brought together all the stages of the funnel and instead, created a community.

Within the community, people can discover solutions to their problems and learn about products. Users from different stages of their buyer’s journey can ask questions, decide/ change their minds, and perhaps eventually buy. They might even end up at an actual store, where a beauty specialist can assist them. But, even before that happens, a good amount of discovering and learning has taken place. It’s not far-fetched to think that the customers who do go to the store have made up 57 percent of their minds.

This kind of approach to marketing is no longer unique. Others are beginning to take this non-linear path. The biggest critique of sales funnels, after all, is their linearity, which does not jive with the need to be “quicker, faster and further.”





business workplace


Everyday Example of a Non-Linear Buyer’s Journey


Sephora’s case is not an isolated one. For both B2C and B2B businesses, customers are taking it upon themselves to learn about their options first. They visit company websites, support forums, blogs, review sites and social media venues to find out more about the product they’re interested in. They talk to friends – and even non-friends, for that matter, as long as they can be reached online – for recommendations and expert opinion.

Even on a typical e-commerce site, such as Amazon, discoveries are made each second. A customer is a click away from buying or changing their minds.

The Customer Decision Journey: An Imperfect Alternative


Rethinking the sales funnel is a way of understanding the new buyer. It gives us an idea where their touchpoints (opportunities for engagement) are, and how we, as marketers and sales professionals, can extend a helping hand.

The funnel alternative Customer Decision Journey was popularized by McKinsey & Company, a global management consulting firm. Here, the funnel is completely removed from the buyer’s journey. Instead, the process is a circle with one’s purchasing decision at the core.

And while this is inherently better than the sales funnel, it is still lacking. It still puts the purchasing decision or transaction at the center, which is not the case for customers. As software company SAP Digital’s Chief Digital Officer Jonathan Becher says: “…The pivot is the experience, not the purchase.”

The Customer Engagement Journey


The need to not make the purchase the center is best reflected in the case of advocates. Advocates are brand ambassadors – or fans or followers, to use social media parlance. Today, you don’t need to buy in order to become an advocate. As Twitter’s Global Brand Marketing VP, Joel Lunenfeld says: “You no longer have to be a customer to be an advocate. The new social currency is sharing what’s cool in the moment.”

For instance, you don’t need to own a Tesla to follow Elon Musk on social media and be excited to see what he will do next. You don’t need to cook like a chef or be near any of his restaurants to watch Gordon Ramsay’s cooking demos on YouTube. But, what you become is an advocate. You are engaged with their brands, and would likely share interesting content that comes from them.

Credit card company Visa’s Chief Brand Officer, Antonio Lucio, explains this as making the relationship the center, instead of focusing on the purchasing decision or transaction. He says that: “When you change from decision to engagement, you change the entire model.”

He argues that today, there are a lot more opportunities to engage than to transact. And, while this does not quickly translate to sales, it develops a relationship that will be worth more than one transaction.



business desktop


Aligning Marketing with Sales


“… Getting the sales and marketing teams to synergize is organizational goal number one. Every success grows from their collaboration and free exchange of ideas, because you can’t serve the customer right when your best people are working blind.” – Marshall Lager, Managing Principal at Third Idea Consulting, a social CRM and SMM consulting company.

The Sales Funnel and Customer Decision Journey will always be there, referred to – even by us – every now and then. It is an easy way to compartmentalize the movement of our leads and customers. Within the limited capacities of these models, they can still work on certain situations.

However, this shouldn’t hinder us from learning the true buyer’s journey – the one that goes “quicker, faster and further.”

After all, what we really want is to align the content marketing that we do with what our target audience needs – and what our sales teams need, as well. To do this, it is best to leave these two models up in the attic to gather dust.

Any approach or model that hinges on transaction or the purchasing decision is bound to miss out on the limitless engagements made possible by digital technology. Content is key to these engagements. In fact, it is of utmost importance during that span of time our market hasn’t reached out to our sales team. It is how we penetrate a web full of information and get our message across. And, further down the buyer’s journey, it is what we need to arm our sales teams with: engaging, useful content.

So, in choosing a framework through which you can align the efforts of your marketing and sales teams, remember these:

  •     The path to purchasing is no longer linear. Our customers follow a web of information, and go back and forth (up, down and around), before making a purchase. In some cases, the buyer’s journey takes months at a time, and after viewing several content. In others, it can take seconds.
  •     There are several dimensions to social influence. It is no longer the sole function of your marketing team to build your brand. The internet does some – if not, a lot – of the work for you. Keep track of your online reputation. There are several free and paid tools you can use for this.
  •     Don’t disregard your advocates. Whether or not they’re customers, these advocates have a social clout that can be to your advantage. When planning your content and video marketing strategies, keep them in mind.
  •     Focus on the relationships that you build with those you engage with through your content and video marketing. Don’t put transaction or the purchasing decision as your end goal; the digital sales landscape does not work that way.
  •     And, whatever you do, measure. You won’t likely get to the best approach to an aligned sales and marketing on the first try. (And no, perhaps not even on the second nor third.) There will be a need to calibrate and recalibrate your approach, until you learn the common paths taken by your customers.

Do so methodically, through available analytics tools. Make sure to measure important metrics, over a period of time, especially when you recalibrate your approach.

There are a lot to look forward to with marketing and sales teams that work together to take on the immense digital sales environment.

About the Author: Chase Davis, Account Executive - CX Consultant

Originally posted on Tenfold.com

Photo credit: Photos by Karolina Grabowska / Kaboompics

List Building VS Relationship Building (and Why They're Not the Same)

business people working

by Deborah A. Bailey

I subscribe to a lot of email lists. In most cases, I'm subscribed because I want to see what that entrepreneur is selling and what information they're sharing about their industry.


It's also a good way to keep up with trends.

You can always tell what the hot thing is when you see it referenced repeatedly: Facebook adswebinars,  sales funnels, 'bots,  podcasts,  Facebook Live, online courses, list-building, etc.


Let's be honest, most of the things I've mentioned above are not new. For instance, I've had a podcast since 2008. Webinars have been going on for quite a while too. And of course, funnels and list-building are definitely not new.


There's so much talk about the list, but not about the people on it. The relationship with your prospects is the real reason for building a list.


You want "warm leads" who will know, like and trust you. People who will tell others about you (word-of-mouth marketing).


On some Facebook groups, I've seen fiction authors talk about how they have 2000 subscribers, or 5000 or even 10,000. Okay, that's great. But how many of them are engaged? How many are opening their emails on a regular basis?


Numbers don't tell the entire story. Back in the day, people would get so excited when they had thousands of followers on Facebook and Twitter. Then people began to "unfollow" and "unfriend," realizing that just following anyone (and being followed by anyone) isn't always a good thing.

Your Money isn't in the Email List - It's in the Relationships



You're building a relationship with your subscriber. That's the reason you want them on your list. And it's the reason they gave you their email address.

What I see far too often is non-stop selling with very little relating. It turns me off as a subscriber, and my next step is to click the unsubscribe link.


Here are 3 things consider if you're building an email list.

1.Don't be discouraged if people don't sign up OR open your emails.


Keep in mind that most people selling list-building programs and systems are (usually) internet marketers. Email lists are the foundation of what they do. There are lots of "proven" systems to get you hundreds, if not thousands of followers. But which ones will actually work for you and your business?

The person selling an online class about how to make money might get an entirely different result than the person building a list for her Etsy shop. Just because it works for the person selling you the solution, doesn't mean it will work for you. Be willing to test different things and do keep track of what works for you.

It's not cookie-cutter. Oh, and everyone on your list won't open every email. They won't click on every link. There will be unsubscribes whenever you send something out. You'll be constantly adding subscribers and having them leave your list. It''s an ongoing process.


But if list building were really that easy,  everyone would have thousands of admiring subscribers opening every email and buying every product and service offered.


According to the stats I get on Mailchimp, the open rates for professional services are around 17%. When I started out several years ago, I was regularly getting over 50% opens. There are less emails being opened and read these days. That's a fact. Email may be (statistically) the best way to reach your prospects, but you won't consistently reach every single subscriber on your list.


business woman working on her mobile device



2. Decide on your intention for your email list before you begin.



I send out a monthly newsletter to subscribers of my fiction email list. Usually I let them know what books are coming out, let them know what I'm up to and set up subscriber-only giveaways.

My second email list is to build leads for an online course I'm going to be launching.  How I communicate with those subscribers will be different than how I communicate with my fiction subscribers. But, the bottom line is communications. I want to make a connection with them.


These are ways to build relationships and let them know they're appreciated. By the way, if you are looking for ideas for what to say to your subscribers in your emails, check out Melissa Cassera's Clicksanity class. (I'm not an affiliate and won't receive compensation. I'm a student myself and I'm learning a lot so far.)


But I know fiction authors who don't send anything out. Or they only do it when they have a new book coming out. There are no hard and fast rules!


business woman working on her laptop

 

3. Don't ignore the other ways that your prospects and fans are connecting with you.



Nine years ago I started Women Entrepreneurs Radio. Through it, I've networked with hundreds of people and increased my discoverability (check out "Discoverability: A WMG Writers Guide" by Kristine Kathryn Rusch for more details on what that is and how to get it).


Having my podcast has connected me to thousands of people and continues to market for me long after the show has been recorded.


Email marketers encourage business owners to have lists because social media isn't something you can control. It's hosted on someone else's platform, and if the algorithm changes or the platform goes away, your followers/fans can disappear overnight.


But, even though you can't control what happens on a social media platform, you shouldn't ignore the relationships you build there. The same goes for your in-person events. Give out your business cards or leave them with handouts or information they can refer to (and include your contact information).


Marketing is constant tweaking and experimenting. There is no sure thing, if there were, we'd all be doing it! Don't be afraid to follow what works for you.

Copyright © 2017 Deborah A. Bailey

Deborah A. Bailey is a writer, coach, and author of several novels and non-fiction books, including Think Like an Entrepreneur: Transforming Your Career and Taking Charge of Your Life.  She's the  host of the Women Entrepreneurs Radio™ podcast. 


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Mompreneur Valerie Towle: How to Make a Positive Impact & Rock the World on Women Entrepreneurs Radio™

entrepreneur Valerie Towle
Show #433

Topic: How to Make a Positive Impact & Rock the World


Valerie Towle is a mother of 5 and founder of Syaval garden furniture a organization dealing in solid timber furniture with 20 years experience. Her vision is to add value and a little cheer to the people she encounters everyday.

She wants to share love so that the world we live in would be a better place for everyone. She wants to create a positive impact to all the women she meets out there and support them thru any struggles they might have.

Valerie wants to uplevel women's lives to have more self worth and self love and thru associations such as Soul Rich Woman she is able to reach out to more and more women who are still searching.

She believes one woman is strong but together we can rock the world.

www.facebook.com/Syaval
www.facebook.com/SyavalNetworkTV
www.facebook.com/valerietowle
www.syaval.com


Listen on Libsyn:
http://womenentrepreneursradio.libsyn.com/mompreneur-valerie-towle-how-to-make-a-positive-impact-rock-the-world


Listen on Podomatic:

https://www.podomatic.com/podcasts/dbcoach/episodes/2017-11-01T04_00_00-07_00


Subscribe on iTunes:

https://itunes.apple.com/us/podcast/women-entrepreneurs-radio/id939410730?mt=2





 

entrepreneur Valerie Towle

Hard-Selling is Dead: On Starting Online Businesses

small business
by Cherie Tan

When I talk about starting online businesses, my clients’ first reaction to this is to imagine setting up Squarespace Inc. websites or their first Shopify accounts, signing up for a dependable web hosting service or tinkering around with their email marketing automation and overall digital marketing strategies. While the process of starting an online business does include this technical “backend” part, it’s not the only thing you need to do, and neither is it the only thing you ought to focus time, effort, and attention to.

Running any business—online or offline—requires much more than the actual “hands-on, backend” work you imagined yourself to do, and quickly becomes managing people and building business relationships.

On Building Relationships—instead of going for the “hard-sell”


Here’s a case I’ve handled. The names and business services have been changed for anonymity.

Carmen wanted to build her sales agency into a sales empire. A company whose main business was to become the sales department of every startup in the world. Carmen dreamt big. But Carmen’s actions didn’t align with her goals and dreams.

First, Carmen quit her job before validating her business idea. She took an enormous and uncertain risk by leaving her comfort zone before she ensured that she had a solution to problems which people would pay for to be solved.

Second, Carmen spent days working on her website, telling her freelancer to change her business logo, name, tagline, color schemes and copy multiple times.

Third, she spent days crafting her script for her cold calls she was going to make?—?the same script she would be using for every company she plans to call. She spent approximately zero hours researching on the leads she’s found, and proceeded to call her leads, looking to either close a deal or set up a meeting to close a deal.

Carmen spent weeks and arranged a whopping two meetings, and closed zero deals. What’s more startling was that she had built zero relationships with any of these businesses she’s sought out to find. Carmen was confused and didn’t understand why her weeks of hard work and sales pitches weren’t resulting in anything. It left her feeling puzzled and extremely discouraged. That’s when Carmen reached out to me for advice and help.

Carmen acknowledged making several common mistakes new entrepreneurs make?—?not validating business ideas, spending time and effort and money on the business “backend” (websites, email automation, social media, etc.) before validating a business idea, and sticking to the hard-sell during the cold call.

Unfortunately, she ardently believed that her hard-sell, cold call script would help turn leads into customers.

    “It worked for me when I was working as a sales executive in the company I worked for previously—it will work today.”

Instead of focusing on building quality relationships and bringing her authentic self to the table, she believed that the fault lies in her leads.

    “Perhaps I’m not reaching out to the right people. Why won’t they want to buy from me?”


Just to be clear, I’m not implying that the cold call is dead?—?but rather, the hard-sell is dead. I do cold-calling and door-knocking, even today. But I don’t push for a sale within the first five minutes of the meeting, and especially not if all five minutes were taken up by me, talking about what my business is all about, who I’ve helped, and how much my services would cost you.

Authenticity and the willingness to forge and build relationships in business or when building a community is essential. Simply put, being authentic means staying true to who you are, your mission, and who you serve. Whether you’re looking to build a business or grow a community of creatives, authenticity and reliability will go a longer way than hard-selling.

By bringing the human element into the conversation, you build your identity and image into something influential, elevate your business above your competition, and encourages engagement.

Building relationships with your customers also encourage customer retention and long-term monetization. It also helps turn your audiences into advocates, and help them remember you when their friend needs a recommendation for a service your business can provide. The list goes on.
Why relationship -building is more important than ever because of the Internet

    When the internet gave consumers the keys to information, it broke the traditional sales tactics.—Sam Mallikarjunan

 Sam Mallikarjunan article “The closer is dead, long live the listener.”

The Internet gave your customers power to do their research on your company?—?or the services which your business provides?—?to identify what their problems and needs are, and browse through various solutions which they would be able to compare and consider. As a small business owner, you often find yourself as the “chief of everything”?—?sales included.

Because the power of information now lies in the hands of your leads, prospects and customers, your job when you wear your sales hat on is not to convince them of what they need?—?they know what they need.

Be their trusted adviser and friend. Listen and understand what they need, hear them talk you through their problems, and solutions which they’ve been looking at and trying.

Educate—not sell—them on how they can benefit with your product, and how they could find a solution for what they need in your offering. Throw some gimmicky sales technique in there, and you’ll find yourself repelling your prospects instantly.

Don’t become that person everyone avoids at the party.

This trend is not going away. With Carmen, we’re working on ways in which she can move beyond that mindset of closing deals with one pushy sales call based on the same pitch used over and over again to something more fulfilling and productive, helping her boost her motivation and mood, and build good relationships with her prospects and network.

Have you sent a cold-call or email recently? What was that like for you, and how did it turn out? Share your experience with me in the comments section below.

About the Author: Cherie Tan (@cherietanjy) helps entrepreneurs build better businesses. She is also an advocate formore accessible, quality education around the world. In 2017, Cherie spoke about Education Technology (#edtech) implementation at Frontiers and Innovations in Technology, Manila. 

Originally posted on Cherietan.com.



McCoy Road: A Family of Entrepreneurs

McCoy Road Entrepreneurial Family
After Selling Over 1 Million Watches, Three Sisters Use Their Successful Platform to Introduce a New Message, One They Realized Had Been with Them Since Childhood


It’s not how we tell time; it’s how we spend it. Sisters Anita, Nworen, and Zahara have been in the watch business for over a decade selling to some of the largest retailers in the country.

After reflecting on their journey, they decided to redirect their focus on a simple message – spend your time wisely. “It’s a simple value our father had instilled in us from a young age,” says Anita, the eldest sister. “We were taught that you must do good in all that you do and the time you put in makes all the difference.”

There’s no shortage of watches today. It’s highly likely you personally know someone with a smart watch, a Rolex or anything in between. The sisters however, decided to create McCoy Road, a watch company driven not by luxury, the high price tag, or how it can track sleep patterns, but simply offering a quality watch comparable to many high-end brands at an affordable price while sharing their message with others, one that shaped them, in hopes of shaping others. And so, McCoy Road was born. 



McCoy Road Entrepreneurship family


“Our mantra, ‘time well spent’ is a double entendre as it is our core principle and playfully hints at the affordable price of our quality made watches.” Says Anita. McCoy Road Watches is named after the road they grew up on in Dallas, Texas. “It’s where it all started. We had very little then, but we had each other and supporting each other through it all made us who we are today.”

Additionally, McCoy Road is plotting to make a name for itself beyond watches. The sisters have become advocates of young entrepreneurs, leaders, and creators in the community.

“We want to highlight and support like-minded individuals who spend their time well, doing what they love, and impacting others positively,” says Zahara.

To hear her say it, these people are the true definition of time well spent and they should be recognized.

“Living by this message could literally change lives and we hope to be a part of that change even if in the slightest,” she says. “If you ask us, that’s time well spent.”

About McCoy Road:
Founded by three sisters in Dallas, Texas, McCoy Road offers custom designed watches for men and women, using high quality materials, and at an affordable price. Founded on the principle that one must spend their time wisely, McCoy Road is committed to advocating this message by supporting young entrepreneurs, leaders, and creators in their community.

To learn more, visit mccoyroad.com

Carol Seymour, Founder of Signature Leaders: The Business Case for Empathy on Women Entrepreneurs Radio™

Carol Seymour
Show #432

Topic: The Business Case for Empathy

Carol Seymour is an advisor to business executives around the globe. She is the founder of Signature Leaders (www.signatureleaders.com), a development initiative and peer network to fast-track women into senior management. She is a founding member of Paradigm 4 Parity, a movement of CEOs, senior executives, board members, and business academics committed to achieving gender parity at the senior levels of all major corporations by 2030. She is author of WISDOM WARRIORS: Journeys through Life and Leadership.

She's a sought after business leader and catalyst for growth. As an executive advisor to businesses and executives around the globe, she has a passion for helping leaders perform at maximum potential in their professions and lives.

Seymour has led critical transformations, product/service innovations, and fast track turnarounds in large cap companies, startups and private-equity backed organizations. Chief Marketing and Commercial roles at Accenture, Spherion, and Westvaco, and DBM led her to build World50, the world's premier senior executive networking organization. She launched six C-suite private memberships as she grew World50. Prior to starting Signature Leaders, she was a managing director of G100, a private CEO network for 200 CEO's globally, and founder of G100 Inside, which created CEO strategy and leadership development programs for top executives.

She frequently speaks at female networks and industry association gatherings, such as NAPCO, CoreNet, and the California Women's Banking Association. She has also helped a number of companies structure their leadership meetings and has acted as facilitator/interviewer for the events. She facilitated Avery Dennison's Top 200 event and Walmart's Executive Women forum.

Listen on Libsyn:
http://womenentrepreneursradio.libsyn.com/carol-seymour-founder-of-signature-leaders-the-business-case-for-empathy


Listen on Podomatic:

https://www.podomatic.com/podcasts/dbcoach/episodes/2017-10-25T04_00_00-07_00



Subscribe on iTunes:

https://itunes.apple.com/us/podcast/women-entrepreneurs-radio/id939410730?mt=2





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5 Female Entrepreneurs Who Are Taking Over the Business World


business woman
by Sarah Jacobs


The business world had been a once male-dominated scene, but since females started to become part of the workforce, that factor significantly changed the industry's dynamics.

Females from all over the world now take an active part in both emerging and highly influential businesses and proved once and for all that running a successful empire is not dependent on the leader's gender.

However, most of these femme entrepreneurs are not exactly household names yet compared to their male counterparts such as Elon Musk and Mark Zuckerberg. But even then, they wield a certain influence and power that is worth watching out for.



1. Amy Chang
Amy Chang is now the CEO and founder of a digital assistant company called Accompany. It is a service that helps busy professionals look for prospect markets, develop professional relationships, integrate news and industry trends through analytics and personalized data.

Before that however, Chang was part of the board of directors of Cisco, and also worked for Google as an executive in Google Analytics for seven years. She is also a consultant for Hubspot, Datorama and ClearSlide.


2. Amanda Signorelli
As the CEO of Techweek, Amanda Signorelli works hard to develop and bring forward more women in the tech and startup industry. Techweek is an annual conference for tech entrepreneurs based in Chicago, it is held to celebrate and support the city's local tech industry. It also organizes conferences outside Chicago such as in Washington, D.C., Toronto and New York City.


3. Julia Taylor Cheek
Health-based tech are already starting to become a thing, and Julia Taylor Cheek is leading the way to bring that convenience to more and more people. Cheek is the CEO of EverlyWell, a startup healthcare service based in Austin, Texas, that allows people to order and conduct lab tests from the comfort of their own home. The results are then posted online in simple and concise language, so the patient can understand even without seeking a doctor's assistance.


4. Whitney Wolfe
Online dating apps are usually designed with the male user in mind, but Whitney Wolfe introduces her own with a twist. As CEO of Bumble, Wolfe created the dating app with women in mind and because of that, it has a different dynamic - males should wait for females to make their first move. Wolfe also co-founded the famous dating app, Tinder.


5. Kimberli Cheung Wright
Many people, especially millennials love to travel, and Kimberli Cheung Wright is offering a better and more convenient way to plan these travels with the use of Trepic. Users of Trepic can easily plan trips just by browsing through images. Through analytics, the app can also suggest destinations that are preselected based on the user's preferences.


Although admittedly, the number of women that are leading a business, especially in the tech industry, is not as high as the number of men who already found great success in it. However, it does not also mean that the industry has no potential for more female leaders and influencers who can tap a niche market and strike gold.


About the Author

Sarah Jacobs is an experienced writer who loves creating articles that can benefit others. She has worked as a freelance writer in the past making informative articles and fascinating stories.

She has extensive knowledge in a variety of fields such as technology, business, finance, marketing, personal development, and more.

Find out more about her company here: http://www.lea-p.com/
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