Monthly Archives: February 2015

The One Thing You Can Use To Attract Your Audience That They Can’t Find Anywhere Else

stamp-143192_1280A couple days ago I visited my local Menchies.  If you’ve never been to Menchies you should go there.  But don’t go alone.  Take your spouse, your kids or your grandkids and treat them to the best frozen yogurt experience around.  They’ve got several flavors to choose from with all the fixin’s to put on it!

So, there I am eating my froyo, and this lady comes in and goes to the cashier.  I thought perhaps she was going to book a birthday party.  But then the cashier took a large, 3 ring binder from under the counter and handed it to the lady.  I know that 3 ring binder.  It has all the nutrition information inside for each flavor of frozen yogurt and each topping they offer to put on it.

At this point I thought the lady must have some special dietary need.  I watched as she carefully read page after page of information.  And then she asked the cashier if she could see an ingredients list on a packet of flavoring they use for their yogurt.  The cashier obliged the lady and handed her a packet.

Wow, I thought, this lady must really have some serious dietary issues!

Next, the lady asked the cashier a question which I didn’t hear, but the cashier responded that she could not give out that information.  The cashier quickly took back the packet of flavoring which the lady still clutched in her hands and didn’t want to let go.  This whole thing seemed very bizarre.  What was this lady after?

The lady got a disgusted look on her face and walked out.  I was the only other customer in the shop and so I looked at the cashier and said, “Wow!  She must really have had some serious allergies or something.”  “No,” replied the cashier.  “She owns a yogurt shop and she is trying to figure out our yogurt formula.  Today isn’t the first time she’s come in here and asked for information on our ingredients.  But we can’t give our formula out to anyone.  We will lose our jobs if we do.  It’s in our contract when we’re hired. She also watches the things we do here – like our five dollar Fridays – and she copies them.  And, she’s not the only one.”

I knew that entrepreneurs and other business entities copied each other.  You see it all the time.  Company A comes out with some new whiz bang thing that sells for a hundred bucks and does well in the market place, and the next thing you know there are five knock-offs on the market selling for less than half that.

But, I was surprised that this lady would go through the trouble of starting her own yogurt shop only to try to copy a franchise.  There can only be one Menchies, after all, and no matter how hard she tries she’ll never be them.  And there’s nothing wrong with that.

What this lady really should have done was watch her competition – which includes Menchies as well as all the other froyo places in the area – and then ask herself how she can do even better than they have, or what she can do that is uniquely different.  Menchies is self serve.  What if this lady’s froyo shop had waiters?  Menchies has all the fixin’s.  What if this lady’s shop had even more fixin’s?  Menchies is a small place with small tables and chairs.  What if this lady’s shop had booths?  Menchies has a franchise feel to it.  But, this lady’s shop is not a franchise.  Why not capitalize on that?  There are so many things she could do.

You can’t be someone else and it’s a bad idea to try.  What goes for that lady goes for you and me too.  Your booklet shouldn’t be a copy of someone else’s work.  It should be your own.  Your business shouldn’t be a copy of someone else’s.  It should be unique to your own audience.  There is only one you, and you are the one who will make your booklets and your business stand out in the marketplace.  You are why your audience will show up.

If froyo customers want to go to Menchies, that’s where they’ll go.  It doesn’t matter how hard that lady tries to imitate them.  It will never work.  Likewise, once your audience gets to know you – you will be the one they’ll listen to and buy from, as long as you are giving them value and you’re not just a cheap imitation of someone else.

Like Menchies, there is only one Starbucks.  Not everyone loves Starbucks, but they are number one in the marketplace and all others are imitators.

And can you imagine a single burger joint trying to copy McDonnalds?  It would be an utter disaster.  McDonnalds isn’t that good anyway.  Why not make really GOOD hamburgers and charge more instead?

Write your booklets and grow your business, but do it your way.  Be who you are meant to be and your audience will love you for it because they can’t find you anywhere else!

To your riches!

Kim Hillman

PS:  I welcome your comments as always!

Check out my free ecourse “12 Ways A Booklet Can Turn Your Writing Into Cash” here now!

My ebook, “Publish Outside The Box” is available here.

Don’t have a website yet for publishing your booklets?  Use my affiliate link to get your booklets online today.  Get started for free here!

Friend me on FACEBOOK and TWITTER! 

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How To Have Success With Booklets And Anything Else You Want To Do

businesswoman-617127_1280Can you remember a time when you really wanted to do something, but you wanted to wait until things got better or were just right?  Maybe you wanted to start a family but you wanted more money first.  Or maybe you wanted to go back to school, but you wanted to wait until the children were older.

As human beings we all fall into this trap.  We really want to do something, but we want to wait until we’ve got all our ducks in a row or everything falls into place.  In short, we want the timing to be perfect so that everything will go smoothly.

Let me just stick a big ‘ol pin in your balloon right now and let all the air out!  There’s never going to be a perfect time, and even if things do fall perfectly into place they won’t stay that way for long.  That’s called life!

I have to remind myself of this every once in a while.  Most recently it happened with the new website project I’m currently working on.

I wanted everything to be perfect.  I, of course, would have my photo on there and I would be looking FAB-U-LOUS!  Haha!  And I had so many great ideas for the site too!  But, it would all have to wait until I lost some weight, and could put my ideas into some kind of order that made sense.  Or, so I thought!

I started the project, then scrapped it because the guy I hired didn’t seem to know what I wanted.  I didn’t really know either at the time, so I waited months before trying again.  A lot of time was lost.  And how much weight do you think I lost during that time so I could look perfect when my photo was taken for the site?  Yeah, right!

I got my courage up and decided to try again.  I hired another guy.  He lasted a week before telling me he didn’t feel he had the skills necessary to complete the job.  In a way I was relieved.  I could wait a while before trying again.  I thought about it, but I didn’t do it.  Instead, I hired a company right away to take care of things for me.  I’m not sorry one bit that I did either.  Of course, I still wish I could look better for my photos, but hey, I’m not so young anymore.  I am who I am and like most people I do the best I can with what I’ve got to work with.  That’s just how it is.

So, my photo shoot was last week.  Everything went pretty well, except I hated my hair.  I found this great new hair stylist and she decided that this is the way I should look.  At the time, I didn’t think my photo shoot was going to be so soon. I thought I’d have time to grow my hair back out before my picture was taken.  WRONG!!!  Take a lesson from me on this one.  When it comes to how you look, if you’re going to try something new make sure you’re not going to be in the public eye for a awhile.  That way if things don’t work out you’ll have time to fix it!

My point is that time marches on without regard for how you look, what your finances are, or whether everything is lined up perfectly in your own little world.  You need to move forward now.  You can’t afford to wait.  If you wait, you miss out.

My hair will be short in my website photos.  Oh well.  And anyway, there are worse things than short hair.  Like rain.  Yeah, it rained the day of the shoot and my short hair got kind of flat.  But waiting for longer hair or a sunny day (in Seattle!) would have cost me too much time.  I’m moving forward.  Life goes by too quickly.  Where might I be today and what might I have if I hadn’t put things off in the past until a better time?  A better time never comes.  You don’t know what’s going to happen five minutes from now let alone tomorrow or next week.

If you want to write a booklet do it now.  If you want to grow your business do it now.  If you want a better life tomorrow you’ve got to get started today!  Don’t let anything stop you.  Life is going to throw you some good things and some bad things as it does for all of us.  Just keep going anyway!  That’s how you succeed!

To your riches!

Kim Hillman

PS:  I welcome your comments as always!

Check out my free ecourse “12 Ways A Booklet Can Turn Your Writing Into Cash” here now!

My ebook, “Publish Outside The Box” is available here.

Don’t have a website yet for publishing your booklets?  Use my affiliate link to get your booklets online today.  Get started for free here!

Friend me on FACEBOOK and TWITTER! 

Update On My New Website

www-350195_1280Back on December 22 I hired a designer/developer to create my new website and I was relieved to finally get this project off the ground.  But, on December 31st, having barely begun, I lost my developer.  I didn’t fret, however.  Instead, I went and got my nails done.  I wanted to end 2014 on a positive note.

I knew I’d find someone else and everything would work out for the best, and it did!  A couple of weeks later I hired a company not only to create my site, but to handle all the branding that goes into it as well.  It’s been a wild ride ever since!

When you create a website there’s so much that goes into it – especially if you’re any kind of public figure such as a speaker, coach, writer/author, etc.  You need a website that represents you and your company, but also speaks to your audience.  From the moment you start marketing yourself and your work you are creating your brand.  When you create a website you have to condense that brand into something easily definable and almost tangible.  It’s a tough process but it’s what separates you from everyone else on the internet.

I’m nearing the end of the branding process now and will be entering the development process shortly.  There’s still a lot of work ahead, but it’s getting done and that’s the exciting part!

I can’t wait to unveil the site!  Until then,  I’ll keep you updated as things progress.

To your riches,

Kim Hillman

PS:  Check out my free ecourse “12 Ways A Booklet Can Turn Your Writing Into Cash” here now!

My ebook, “Publish Outside The Box” is available here.

Don’t have a website yet for publishing your booklets?  Use my affiliate link to get your booklets online today.  Get started for free here!

Friend me on FACEBOOK and TWITTER! 

The Real Reason For Starting Your Promotional Efforts Early

Marketing StrategyI’ve heard it so many times and it makes me want to scream!  I bet you’ve heard it too.  It’s the advice given to book authors regarding promotion.  The question is:  When should you start promoting your book?  The answer that’s always given is:  Before you’ve finished writing.

Actually, there’s some leeway with the answer.  Sometimes you’ll hear six months before you finish writing, or six months before you go to press.  But that’s not what gets my dander up.  What gets me is the reason why this advice is given.  The reason for this lovely piece of nonsense is that other authors writing on the same subject matter as you, or in the same genre as you, will get to market with all their little promotional ducks in a row and get a huge head start.  As if that really matters!

Here’s the thing.  The marketplace is vast.  There’s room for everyone and I do mean EVERYONE!  Writing a book or booklet isn’t a race.  There is no finish line.

And, if it were true that everyone else was getting a head start, you’d be out of the running before you ever wrote a word because pretty much every subject under the sun has been written about at some point in time, probably long before you were even born.

There is a time when you DO want to get a head start, and that time is when you’re writing about something happening now – something very current – such as something making headlines in the news.  But, chances are if you’re reading this blog and contemplating writing a booklet, or you’ve got a few under your belt already, that’s not you.

The REAL reason you want to start thinking about your promotion before your book (or booklet) is finished is because you don’t want to get your ebook on a website or have printed copies created, and then not have a clue what you’re going to do next.

You want to have some kind of marketing plan in place so that you can get your booklet on the market and start making money.  That’s the reason for having a promotional plan before your booklet is finished.  And by the way, I’ll tell you now that you should have some kind of marketing plan in place before you ever write the first word of your booklet.  Knowing who you’re marketing to will help you write your booklet.  And then when that booklet is finished you’ll have a plan in place for getting it sold.

To your riches!

Kim Hillman

PS:  I welcome your comments as always!

Check out my free ecourse “12 Ways A Booklet Can Turn Your Writing Into Cash” here now!

My ebook, “Publish Outside The Box” is available here.

Don’t have a website yet for publishing your booklets?  Use my affiliate link to get your booklets online today.  Get started for free here!

Friend me on FACEBOOK and TWITTER!