HSMG Passion to Profits: Marketing Focus

From Passion to Profits Turning your ideas into your income .

Hi! I’m Alison Covarrubias
Entrepreneur since 2005
Co-Founder of Hatch Network: A Business School for Women Entrepreneurs
I work with start-ups and existing business owners to get to their next level
My strengths are in sales, marketing, branding, improvisation, and mixed-metaphors
I use soap daily

If this is true about you . . .
Been making soap
Sold some soap
Selling enough soap to cover costs
Not selling enough soap to live on
You want to turn your soap making into a profitable business
You are in the right place.

There are many moving parts to creating a business

Before we get into one of them, marketing, let’s have a little talk.

What will having a business do for your life?

Have you read a business book?

What parts of business are you most passionate?

Room survey: How bad do you want this? Scale of 1-10
0-5 not sure I want it, but I’m checking it out
5-10 I know I want it, and I’m taking steps to make it happen

Time for the good stuff . . .
7 Marketing related obstacles you will face and how to move past them
7 Action steps you will take today that will give you a head start on your business

Marketing Challenge 1: AUDIENCE & MESSAGE
You don't know what to say.
You have too may people you want to sell to.
Why? Because you are trying to please everyone.

Marketing Challenge 1: AUDIENCE & MESSAGE
Solution: Talk to ONE person at a time. Once you've mastered that conversation, talk to someone else.
Action: Write down one person who is an example of the kind of person you want to buy your products.
Action: Write two reasons why you like them as your kind of customer and one thing they would like about your soap.

Marketing Challenge 2: WHERE TO START
You don't know where to start - business card, logo, website, packaging, product, business plan.
Why? Because you have too many options.

Marketing Challenge 2: WHERE TO START
Solution: For today, you are going to pick one place to start in each marketing category: in print, in person, on-line, and a special promotion to offer in each.
Action: Use stick figure marketing map, circle only one option that is an easy DIY route

Marketing Challenge 3: COSTS
You don't know what it all costs, or what it should cost, or what you should pay.
Why? Because it varies so much, it's like a moving target.

Marketing Challenge 3: COSTS
Solution: Ask your neighbor, peers, coaches, for specific numbers on what they spent and what they got.
Action: Turn to the person next to you and share one business related cost you had this past year (marketing preferred).

Marketing Challenge 4: FINANCIAL GOAL
You don't have an exact financial goal.
Why? Because numbers are scary for most people. Specifically, negative numbers.
Two negatives = a positive. Your negative attitude + your negative balance = a good thing.

Marketing Challenge 4: FINANCIAL GOAL
Solution: Create goals in terms of zero’s.
For today, set a goal to make $100 with your business? When you reach that goal, multiply it by 10.
Action: Write down your financial goal.

Marketing Challenge 5: NOT ENOUGH TIME
You are never done.
Why? Marketing is like breathing. Sometimes you're huffing and puffing, sometimes you're controlled and steady. No matter what, you stop breathing, you stop. Each new level brings new challenges you never knew you were going to face.

Marketing Challenge 5: NOT ENOUGH TIME
Solution: Think about your energy more than the clock.
Work only 90 minutes at a time, because science tells us that’s how often the body needs a rest.
Action: Review your calendar, set aside 90 minutes for Tuesday to do marketing research

Marketing Challenge 6: YOU'RE A DIY PERSON
You think you can do it all yourself, but in reality, you need expert help.
Why? Because the time it will take you to figure it out from scratch has the potential to burn you out before you make it.

Marketing Challenge 6: YOU'RE A DIY PERSON
Solution: Find a coach, consultant, class or a combination to get guidance in areas you were not trained to know
Action: Write down where you are going to find a person or people to help.

Marketing Challenge 7: FEAR OF FAILURE
You want everything you do to work perfectly which can lead to paralysis.
Why? Because "failure" is 90% of business and necessary for growth.

Marketing Challenge 7: FEAR OF FAILURE
Solution: Take every lesson, guided or not as Significant Learning Experiences - SLE's (pronounced like sleaze)
Action: Write out a recent occurrence that felt like a failure. Then write what SLE came from it.

You have a HUGE head start!
You have an example of the kind of person you want to buy your products and two reasons why you like them as your kind of customer
You selected one easy DIY route to start your marketing efforts
You did financial research and learned one business related cost a peer incurred
You have a financial goal
You set aside 90 minutes next week to do marketing research
You know where you are going to find a person or people to help
You have turned a recent occurrence that felt like a failure into a significant learning experience

Great job everyone!

HSMG Passion to Profits: Marketing Focus

by Alison Covarrubias on May 04, 2010

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