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121: How Do You Clearly Know What to Do?

July 30, 2007 by Liz

one2one blog post logo

Knowing and Leaning

Listen in to my latest answer in the ongoing, one2one conversation that Dawud Miracle and I are having.

Just the other day, Dawud asked me (and you.)

I’ve always seen you as having a great deal of clarity around your blogging and your business. What do you lean on to help you keep that clarity?

Why is that? How is that? I clearly know what to do? I have to start with a story . . .

This week, I spoke to a close friend on the phone about the serious accident that involved her child. We talked about how every member of her family was doing. She mentioned that one member in particular “rose to the occasion,” and was always the best person, a hero, when emergencies happen.

For a moment the conversation was about how tragedy brings out the higher side of people — that they suddenly become clear in knowing what’s important in life. We talked slowly together about how most folks we knew dropped pretense and petty issues in favor of authentically showing up to offer support. They clearly knew what to do. . . .

Since one particular morning years ago when I closed the door on my childhood, I’ve thought about this way that people get clear when faced with mortality. I’ve wondered about it. I’ve thought it’s a comfort that builds community.

I also have revisited character-building moments to keep my priorities straight.

You see, Dawud . . .

In my personal story . . . clarity in business and in life comes from knowing where I’ve been, where I’m going, and what I value on the days that tragedy strikes.

Some folks believe that people can’t help it when they mean things in anger. I believe the world is so many choices. I believe you can choose not to say something mean ever. I believe my work, if I do it right, can make me a better person. I try to live up to that.

When I write, I like to start out knowing what I want to say. When I do something, I like to know how I’m going to do it and why. When I live my life, I like to keep an eye on what I do — to see what I can learn. All of the time, I want my my heart in it feet first.

I don’t always succeed. I don’t always try.

But I know that if I show up and pay attention and if I keep myself looking in the direction where I’m headed, I’m likely to get there — even when, maybe especially when, I set the highest standards.

I also know that most of what I need is inside of me, not out there in other people. The truth is there to discover and to put to use as a light for my journey. I use that light to sort the good guys from the bad. I use it to keep the fire going when I’m going through the pains of learning.

When I fall, I have friends to lean on. I also have my head and heart packed tight with faith, hope, and love — yeah, love. Any business without love is, well, kind of heartless.

Heartless is not what I want to wake up to in the morning. I’m clear about that.

Who isn’t?

And since this is a one2one conversation . . . and I’m inherently currious . . . to Dawud, (and you too)

Have a question . . .
What do YOU wish for your business when it grows up?

If you’re reading this, I’d love to hear your answer too.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. You can see the entire One-2-One Conversation series on the Successful Series page.

Filed Under: Business Life, Successful Blog Tagged With: 12+1, 121 Conversation, bc, Business Life, Dawud-Miracle, Liz-Strauss, one2one-conversation, Strategy/Analysis, tactics

BlogHer Chicks Rock!

July 29, 2007 by Liz

Dear Friends and Dear Friends to Be!

Two days at conference and I find myself with thoughts of the remarkable people whose paths I crosssed.

Elisa Camahort, Jory DesJardins, and Lisa Stone hosted a seamless and elegant conference in Chicago. It was first class all of the way. The Second Life strand was a special place for folks who couldn’t attend. Lots of folks who made their first trip to Chicago felt like they were well taken care of.

I got some quality time with dear friends. business blogger and hero to moms and dads, Wendy Piersall, travel blogger and the most joyful reality barometer, Sheila Scarborough, girl geek with a heart as big a Georgia, Robyn Tippins, and singer, blogger, inspiration, Christine Kane. Yeah, we got to hear Christine play again! (She has a new CD!) At the pre-conference speaker’s reception, I got a chance to spend time with Andy Sernovitz as well. I had a hug from all five before the conference had even begun. Not a bad start to any event.

Also at the speaker’s reception, I met new friend Mary Jo Manzanares of Fly Away Cafe. She’s a leadership speaker and a charming, thoughtful woman with a magnetic smile. As Mary Jo and I talked, Denise Wakeman joined the group a few minutes later. I bet you know her from the Blog Squad. Her sense of humor and delight in tackling problems makes her a fun part of a business conversation.

Early in the conference, Wendy introduced me to Plain Jane Mom, Erika. We sat together through a few business sessions. She must be a great mom. Her sense of humor is easy. Her intelligence is quick . . . and she put up with me.

Wendy and I spoke on a “Mentoring and Coaching” panel with Collette Ellis and Elizabeth Perry. Elisa chose well in putting us all on the same team. We made a connection that I’ll value, and I hope to find myself with that group again soon.

I also met up with Cynthia Samuels of Don’t Gel Too Soon. This network TV news veteran is a blogger, a producer, a consultant, a writer, a mom and a wife. After her session, she answered a question about talking to the media that I haven’t yet grown into.

Later, I met Kate Feltman from Wiley. She sat with Robyn and I by the lake as we talked through a SOBCon08 dream. She’s a quick study, who loves the power of ideas. She’s also fun to brainstorm with.

A great conversation happened in the hall with Leah Jones from Edelman. We met through that fiery guy of SOBCon, Ari Garber. Leah and I talked writing and publishing. Her insightful, warm way and easy smile would be a welcome break anytime.

And let me say, that the powerhouse of a genuine person Christina Jones, is everything she’s cracked up to be. Yep, a hero through and through.

Those are just a few of the people I met while I was missing all of you.

–ME ‘Liz” Strauss

Filed Under: Community, Successful Blog Tagged With: bc, Blogher07, Liz-Strauss

How to Define Your Niche Market

July 25, 2007 by Liz

Yes! YES!

insideout logo

Let’s take a minute to go back over the foundation — two key understandings frame and support a well-defined niche market.

  • What businesslike thing do you love doing?
  • Who is your prototype ideal customer?

A business that cannot answer those two questions specifically and explicity will define a loose, untargeted niche market. The end result will be an unclear offer — probably too broad — to customers they don’t know.

If you can’t describe what you do and who your customer is in one simple sentence each, keep working on those questions above.

When you know them like you know yourself . . .

A niche market is the group that your prototype ideal customer represents. That’s why it’s critical that we define the prototype customer as well as we possibly can. Because now we’re going to extrapolate up.

You might think it’s a waste of time to prototype the ideal customer in the first place. STOP RIGHT THERE.

What gets lost by skipping that step is the information we acquire by deeply thinking about how one human in our customer group will respond. The loss is detail most folks won’t take time to think through in one step.

Yu can get details without the context of an individual human reference, but skip that step, you are stealing deep knowledge from yourself. If I tell you, if you read it, even when a real customer relates the buying experience, it is not the same as thinking through one customer’s identity yourself.

It’s you, you’re investing in.

It’s survival. If we don’t know our customers as well as ourselves, sooner or later, we will fail. I don’t need a coach to tell me how to do that. Neither do you.

How to Define Your Niche Market

Look at that ideal prototype customer. Find the group that he or she represents. Use the ideal customer to find that group’s needs, wants, and values. You know how to do that as sure as you know what things are everybody things and what things are your best friend’s idiosyncracies.

  • What is your ideal customer’s age group? Define an age range narrow enough to keep within a set of tastes and values. Spanning a 10-year age difference might work for undertakers, but probably will not for the needs of college students or new home buyers.
  • How is your ideal customer exactly like every member of the group? What needs does the group have in common? What do they all desire? How can you use your previous success — what you’ve already provided — to serve the larger group?
  • What is the group’s biggest worry? Is it the same as the ideal customer’s? What other issues does the group have?
  • What are the major ways that the group interacts? How do they communicate with each other? What secrets do they keep
  • What are the major ways that the group solves problems and finds answers?
  • How does this group define a good day? How do they define a bad one? What other groups do they get along with? What groups do they work with that they don’t understand?
  • What problem can you take off their desk? How can you save them time, money, or pain?

Picture the group in a meeting room. Have you accounted for everyone there? What part of the group will love your product or service as much as you do?

That’s your niche. That’s the customer you want to serve.

Next: The Four-Part Definition of a Business

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

Filed Under: Inside-Out Thinking, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, ideal-customer, Inside-Out Thinking, Liz-Strauss, Liz-Strauss-Inside-Out-Thinking-to-Building-a-Solid-Bus

Change the World: Give Someone Perspective

July 25, 2007 by Liz

Some What Ifs Are What Awfuls

changetheworld8

When life gets out of control, we get fearful. It’s a scary thing not to know where everything is headed. Because we need direction, we imagine the end of the story — the story is really a plan for disaster. Doing that is human, but it’s not usually helpful.

Imagining disaster is negative. It steals focus. Yet. we all seem to draw and detail disasters at the slightest loss of control,. especially when we’re in unknown territory.

That looming disaster. We worry our “what if” into a “what awful,” and the worrying makes it horrible. In no time, we have a visual with a film on television news at 11. Often we plan what to do when the disaster happens. Our plans are sometimes violent or vengeful, negative actions. Negatives get the wrong body chemistry going. Charged up, we’re likely to cause a minor disaster of our own.

In such situations, for me, it’s almost automatic to think of one man. I didn’t know him. Once, long ago, he replaced a worry with a comprehendible vision, and he put my world back in my control. It happened when I was no more than five years old.

My dad and I were at the carnival grounds of the Illinois State Fair. Lights were colorful and everywhere. My father’s hand was in my own. He walked me three stories up to the top of the biggest slide I could ever have imagined. No. Bigger. Taller . . . and more frightful.

From the top of that slide, I could see the whole carnival. It was so high, that it had to turn and turn going down to fit in a reasonable footprint on the fairgrounds. A steel canopy covered the top one third, like that on a covered wagon. Standing on the platform at the top. I could see how far down the ground was.

No one else was up there with me and my dad. I was smart. I did the math.

The slide wasn’t wide enough for my dad to go with me. I would have to go alone. The stairs were equally scary. I was a frightened little girl, who didn’t know what scared me.

The carnival man had tattoos on his arms and was dark from the sun. But his clear as water blues were kind against the tanned face they shone out from. His smile showed respect and understanding for a child. He put down the woven mat I would sit on.

I had no courage. I was too shy to explain how afraid I was. He knew just how to frame the situation. I can’t say this is what he said, but I can tell you, it’s exactly what I heard.

“It’s up to you,” he said looking right in my eyes. “You can stay up here with me. We’ll tell stories. But I have to tell you, going down the slide is easy. You just sit on the mat and go. Of course, since you’re an especially smart one, I could make you a deal. . . . If you fall off the slide and break your arm before you reach the bottom, I’ll give you the whole carnival and $15.00.”

Even then, I knew a great business deal when I heard one. After all, I had to get to the bottom sooner or later. I could see there was no bathroom. With this deal, I might get to own a whole carnival. AND every kid knows that no one ever dies from a plain, old broken arm. So I decided to go. We shook hands on the contract.

I was disappointed when I made it to the bottom unharmed. I can’t say which I missed more — owning the whole carnival or the $15.00.

That guy with the blue eyes, the smile, and the respect for a child gave something unforgettable. It was more than courage to ride down a slide. He gave me perspective that has lasted a lifetime.

Now when I start to write my disaster story, I tell myself I’m not the one who was meant to own the carnival. Then I start thinking about how I might have used $15.00 when I was less than five years old.

We can change the world — just like that.
–ME “Liz” Strauss

Filed Under: Liz, Motivation, Successful Blog Tagged With: bc, Change-the-World:-find-perspecitive, Liz-Strauss

I'm Speaking at BlogHer!!

July 25, 2007 by Liz

Liz Strauss and Wendy Piersall

BlogHer '07 I'm
Speaking

You may have noticed a badge in the sidebar. It says in big letters I’m speaking at BlogHer. Wendy Piersall and I are on a panel with Colette Ellis and Elizabeth Perry. The panel will discuss all facets of mentoring, including ways that friends like Wendy and I act as mentors for each other.

If you’re not going to be at the conference, and I would guess that is most of you, you might notice I’m not around as often to answer your comments on Thursday, Friday, and Saturday, July 26-29. Don’t worry. I’ll be doing my best to get here, but I could be far removed from my computer.

I hope you’ll feel at home — look at the header, the name of this blog says you should. Please enjoy each other and the conversation while I’m gone.

Remember, there’s always plenty of free beverages and snacks in the sidebar.

If you are going to be at BlogHer, I hope you’ll look for this tall, blonde blogger. I look like the person up there in the picture.

I’d love to meet you. That would be so cool.

–ME “Liz” Strauss
Work with Liz!! Liz can unstick you to help make your business sticky.

Filed Under: Motivation, Successful Blog Tagged With: bc, Colette-Ellis, Elizabeth-Perry, Liz-Strauss, Wendy-Piersall

A Model to Describe One Ideal Customer

July 24, 2007 by Liz

Get Specific

insideout logo

Our ideal customers — those folks who love that businesslike thing we love doing, that we do to serve them — they are the foundation of our business. Pick one of them.

One? But the marketing guy said . . .

Yep. One — only one. Get specific. Get up close. Make it a real person. Crawl inside his or her head.

From one real human being with whom you have had a success, we can extrapolate many facets of what will and will not work for a business. Think of the one you choose as your prototype ideal customer. Use this model to get closer to whom that customer is.

A Model to Describe One Ideal Customer

Use these questions to make sure you are specific because we’re building a model.

  • What job or group does this person represent? (designers, new mothers, undertakers, college students, used car buyers)
  • What is this one person’s biggest worry, threat, thing that wakes him or her up at 2 in the morning?
  • How does this one person see him- or herself? What is the value that this one person thinks that he or she brings to the world?
  • What problem did you solve for this person? How long did it take? How would you value what you provided? How would he or she value it?

Answer these questions. Then write, record, or tell a friend a description of your prototype ideal customer. You’re ready to explore what he or she needs, desires, and wants.

We learn as writers that individual readers share common interests. We learn as marketers to meet each individual where he or she stands. I learned as a publisher that a well-defined prototype is exact and as explicit as possible. A strong prototype is like a single stone in the water — we can extrapolate it in rings to larger and larger views.

Who is your prototype customer? C’mon describe one for me.

Next: How to define your niche market, moving from one to a group.

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

Filed Under: Customer Think, Inside-Out Thinking, Successful Blog Tagged With: bc, ideal-customer, Inside-Out Thinking, Liz-Strauss, Liz-Strauss-Inside-Out-Thinking-to-Building-a-Solid-Bus

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