Connie Kroskin Consulting

Working hard or hardly working?

Connie Kroskin — Thu, 22 Dec 2011 15:12:43 +0000

I’m not talking about your work ethic here. Sometimes it seems like I bust my butt on something, working away at it, believing in it with high hopes and all optimism but it just feels like I’m not getting anywhere.

My art business is a good example of this, it seemed like all summer long it was just one closed door after another. It was easy to give into self-doubt; maybe I’m really not that good.

I let it alone and didn’t pursue anything for awhile. Finally I decided I wasn’t going to give up. However long it took, I was going to keep exploring the open doors, regardless of how many closed or opened. Eventually, things changed and people even started seeking me out and making offers on it. Is it because I never gave up? Because I’d done all that ground-work? Maybe, or maybe I just needed to get out of my own way for a little while.

I’ve realized that a lot of sales people have a ‘never give up’ attitude. A “no” to them, means “not right now in this moment, but maybe the next time you ask”. Talk about optimism and determination!

How determined are you to make your dreams come true?

Let your marketing sell for you!
A lot of hard working sales people could benefit from getting out of the way and letting their marketing do some of the selling for them. Here are three ways that marketing can sell for you:

Branding
• Helps convey an understanding of what you do
• Helps build recognition and awareness
• Helps client see you’re the one to fill their (emotional) needs
• Positions you with your target market (income level, etc)

Social Media
• Keeps you in front of your clients
• Helps build a relationship with your clients
• Lets existing clients easily refer you to their friends
• Blog helps SEO on your website
• Can position you with your target market

Target Marketing
• Gets you working with your A-List clients
• Can get immediate positive attention from them
• Can give them a sense of gratitude if done with an impact mailer
• Can make your clients feel special
• Quickly develops recognition of your business

Is your marketing working hard or hardly working?

Ready, Aim, …

Connie Kroskin — Thu, 17 Nov 2011 15:07:23 +0000

I wish I could spend more time doing… there are lots of ways to finish this sentence aren’t there? No fair completing it with things like laundry or housecleaning!

Personally, I’d like to have more time with my son, my friends, a special someone. I’d also love more time for art. Why can it be so difficult to make time for the things we truly love to do?

Fortunately I’ve figured out some sneaky ways to work some of it in. I have a targeted marketing campaign coming up and I’ve designed it so that it actually requires some new artwork!

This little pumpkin painting wasn’t for work, it was just for the fun of it. Since I was using a new technique I didn’t know what it would end up looking like or if it would be a “keeper”. But I was happy and in the groove or “flow” as some people refer to it. You know, that feeling of really being connected in your surroundings or activity. That’s what I’m trying to get more of. How about you?

Aiming Cupid’s Arrow

Aiming your marketing efforts at your target market can do a lot for your business and you. Your target market are those clients who you like, they pay on time, they want to do more with you, and they refer you to their friends.

One reason to aim your marketing at them is so you don’t have to waste your time and expense fighting an uphill battle trying to convince others that you’re the right fit for their needs. A business that specializes in alternative healing needn’t waste their time trying to convince those who are happy with western medicine.

If you’re one of those businesses that can work with almost anyone, your target market can be those who you simply like to work with. What industries or market segments do you enjoy being around or working in?

Now that you know who your target market is, a direct mail campaign that reflects the wonderful things about it is a perfect way to introduce yourself to them. Making it an impact mailer, with a tchotchke or something to add bulk to the mailing will help ensure it gets seen by the right person.

Let’s say your target market is music industry professionals, and someone in the industry targeted you with a great CD or tickets to an upcoming event. Maybe even just a music themed notepad. You probably couldn’t help but think how thoughtful it was, and you’d even be eager to thank them.

It’s a win-win situation, isn’t it. You win by getting clients that you love, and they win by getting a provider who loves them!

What do you Love to do?

Connie Kroskin — Wed, 22 Jun 2011 02:22:41 +0000

If money were no object and all your needs were met, how would you spend your time? This is my favorite question lately because people really light up when they get talking about their hobby or passion.

I love art, and the colors we’ve been having this fall are fantastic and so inspiring! When I’m doing what I love to do, time flies, I’m happy and relaxed, and feel as though I’ve been meditating. What do you love to do, and how does it make you feel?

Is there a way to incorporate it into your business? A new client loves photography but is in a service-related business. She’s going to take a bunch of photos to use on Thank You cards, and we’ll also use them in her marketing.

All the Wonderful Things About YOU!

Another way to highlight your passion is through your personal branding. Wherever you go, there you are. Whoever you are working for, even if it’s your own business, you are not personally that business. You personally are bringing a lot to the table though. It’s your unique qualities, skills, knowledge and personality that your clients benefit from. In the future you may switch to a different company or change your business, and all those relationships you’ve built, just being you, should go too!

Having a personal website can not only highlight YOU, but also build your individual presence on the internet. Many people use a free blog site, even though they don’t blog. It’s a great place to park your information, even if it’s just a bio. A well-written bio brags you up and highlights those great things your clients need to know. Your bio should be on your About Me page of your website as well.

The marketplace has shifted over the past few years and almost all businesses have been affected. And with so much competition out there these days, people tend to choose to do business with people they like. They need to be assured their needs will be met, and they want to like you too. You can build and maintain those relationships through personal branding.