FOR IMMEDIATE RELEASE – Bellevue, WA — With a shiny New Year debuting soon, Business Bio Expert Nancy Juetten says now is the time to refresh business bios for optimal client attraction in 2015.
“You really can create know-like-trust at first glance without speaking a word when you let your client-attracting business bio do the talking,” Juetten says.
Today, the solutions to what so many consumers and potential clients are looking for can be found in a quick internet search. The message that comes up quickly can make the difference between picking up the phone, sending an email, or clicking away – never to be seen or heard from again.
That is why creating know-like-trust in your expertise at first glance matters. After all, when potential clients are seeking solutions to problems, they look for proven experts with whom they can wisely invest to give them relief to whatever is ailing them. Whether clients are seeking investment advice, medical care, or eyelash extensions, decisions to engage are often made in an instant based on the information found with the click of a mouse.
She also shares 8 tips for business owners to make that first glance count.
== Declare your intention to be major in your field with every social media profile, bio box, and speaker introduction.
“Showcase the expertise you want to be known for in front of your name.” Juetten recommends. “That makes it a lot easier for potential clients to find you in an internet search and through the referrals of champions who understand your expertise well enough to recommend you to others.”
== Convey credibility and a pattern of success over time.
Juetten says that stunning, decisive results are the reason clients invest wisely to benefit from products, programs, and services. “Showcase a consistent, ongoing pattern of accomplishments and relevant credentials to build confidence in your skills and talents and inspire an immediate desire to do business,” she advises.
== Pack your profile with pizzazz, personality and a philosophy of doing business.
“Clients invest in experts they know, like and trust, Juetten says. “Go beyond ‘blah, blah, blah’ and make sure to put YOU in the story. A statement of philosophy, concise and compelling quotes from happy clients, and a statement around your reason for doing this work can make your bio stand out and ring true.”
== Your photo matters.
== Be ready for opportunity whenever it knocks.
== Message consistency keeps buyer confusion at bay.
Juetten explains, “Make sure the stories you share across social media platforms, the ‘about me’ page on your website, and the home page of your website are consistent in communicating who you serve, how you help, and why the work matters. An inconsistent message is bound to confuse a potential buyer, and a confused buyer never buys.”
== Share your story.
Juetten offers even more specifics and expert support to make business bios world-class and client attracting in an upcoming webinar that will share the 3 biggest bio blunders that even smart business owners make that prevent their ideal clients from hiring them. Claim your place at www.brilliantbionow.com.
About Business Bio Expert and Get Known to Get Paid Mentor Nancy Juetten
Nancy Juetten shows business owners how to get seen, heard, celebrated, and COMPENSATED for their expert status. Luminaries including Alex Mandossian, Sandra Yancey, Christine Kloser, Vinca Heart and more call her “The Bio Queen” for good reason. Her systems and methods deliver new clients, prestigious speaking gigs, media interviews, and joint venture partnerships with thought leaders and influence builders worldwide. She leads the Worldwide Virtual Get Your Client Attracting Story Done Workshop three times a year, and the next one begins January 28, 2015. Download your Brilliant Bio Now gift template today and get started now.
Take these steps out for a spin and see if they guide you to the clarity and big impact you crave in life and business.
I – Identify Big Intention for Big Impact.
G – Game Plan Creation.
N – Name Desired Results.
I – Initiate Inspired Action.
T – Take Tenacious Steps Over Time to Make the Big Intention True.
E – Express the Message in Action, Word, an Deed with Enthusiasm, Commitment, Conviction, and COURAGE. Execute. Evaluate. Return to Start at Regularly Scheduled Intervals to Refine, Recalibrate, and Refocus.
I can be your guide to light the way through this process. We can make it happen during a VIP day at my beautiful Bellevue, WA view home or virtually through the magic of Skype. I am happy to tell you more about it, so send me an email at Nancy@authenticvisibility.com if you are serious and ready to ignite courage in your life and business in a big way in the New Year. And remember this most of all.
BELIEVE if your big intention and want the result enough to stay the course to make it real.
I got up at 3 a.m. PST this morning to watch a video without interruptions. It was about how to change the character of my business by emphasizing high end clients. And while the information was review for me, it was a timely moment to take in the information again. I realize that I have been focusing on lower end offerings and working a lot harder than perhaps I need to.
2015 is a year to change that.
Does that resonate with you, too?
The trouble is, creating high end programs can be a little daunting.
Finding the juicy language, creating the various elements, even giving the program you create a results-based name…
Not to mention the confidence to charge your full value for the big impact you make.
That is why I want you to watch the video, too.
It will open your eyes about why “going premium” can be the single best thing you do to grow your business and change your life for the better in the New Year.
== You’ll first receive a report about where to find high paying clients. == And then you’ll gain immediate access to the video.
Make it a priority to check out both so you can get the medicine in a way that I believe will shift your thinking and set up your 2015 for premium clients ahead.
Can you say “game changer?” I don’t say this lightly, so listen, read, and take it all in. Do it today.
By the way, I worked privately with Bill Baren for all of 2011. It was his coaching that guided me to create the profitable business I run today. When we started our work together, I was truly at Square 1. That has changed for the better. I want that for you, too. Go get his “where to find high paying clients” report and most importantly, watch today’s video.
As a kid growing up, my parents emphasized music and the arts. The public schools made it easy for kids to participate, so when music classes were an option, my mom made sure that my sister and I were quickly enrolled. She played the violin. I played the clarinet.
Truth be told, what I wanted to play was the flute. I liked the sound of it, and it wasn’t super loud. But my dad played the clarinet when he was a kid and we had one in the house. For budget reasons, the clarinet won the day.
I wasn’t super excited about it, but I was a good student, so I practiced a lot. The trouble was we lived in a neighborhood where all the houses were really close together. My bedroom window faced directly to the neighbor’s open garage where a bunch of teenage guys were always working on their cars. Here was the rub. The clarinet is not an instrument you can play without blowing hard and making noise. And when you are first learning, the noise is NOT pretty.
Add to that, I would practice with the windows open — because I grew up in the San Fernando Valley — and it was always HOTTER than blazes — especially in the summer. The kids next door would yell through the window to cut it out, hurry it up, or close the window. It was not exactly the best environment to learn to make beautiful music.
I kept practicing, and step by step. the noise became music. The ribbing I took from the neighbors was just one more challenge to overcome as I stayed with it despite how embarrassed I was. Step by step, I got a lot better as a musician. At one time, I was “second chair” seated right next to the #1 guy who just happened to have a very expensive clarinet that sounded better, no matter how he played it.
So why do I tell you this story?
Playing the clarinet in close quarters is a bit like finding your own voice. If you get encouraged, receive applause, and are recognized for your talent, it’s pretty swell. But while you are learning all the “how to” bits, finding your style, refining your approach, and working on your technique and finesse, it is just NOT so swell. You have to want the result enough to stick with it. And that means a lot of practice, implementation, interpretation and a lot of “wash, rinse and repeat” to get it right.
I became present to this lesson and reflection over the weekend as I was revisiting my love of music while playing the electronic keyboard in my living room that simulates a grand piano. With a teenager downstairs and a husband in the other room, I was thinking to myself how glad I was that the keyboard offered VOLUME CONTROL I didn’t want to annoy either of them with the imperfect notes of music practice. I didn’t want to be embarrassed about not getting it right. And I sure as heck didn’t want neighbors walking their dogs outside to hear me and laugh — or worse.
Then, it occurred to me that I likely keep the volume low when I try new things in my business for the same reasons. I play the student far longer than I should as opposed to getting out there in a big way to speak my truth, wave the flag, and do my thing.
Here’s the lesson, and I need to embrace it. We are all on the path to mastery, and we are always getting better through practice, trial and error, success, and failure. It’s the ongoing effort in pursuit of a worthy ideal that keeps life interesting.
So, if you experience me raising the volume around the work I do in the coming months and it feels or sounds clunky, loud, imperfect or awkward as I find my new groove, consider yourself warned. I’ve got more music to make to make my best impact, and this girl won’t be stopped. How about YOU?
I truly had reached that “now or never” place at which my future success and control over my destiny depended on getting expert guidance and support to make my business vision real … and profitable. Going it alone for a longer period of time wasn’t going to get the job done.
So, I did my due diligence and made a very serious commitment. Aside from making a down payment on a house, I had never invested at that level in my success ever before. Making that decision scared me to my core. I shed plenty of tears about it. Growth is hard, and operating outside of the comfort zone is not easy either.
And, I took a lot of imperfect action to create the business I proudly operate today at a profit in service to spotlight seekers around the world.
Right about now, you are seeing dozens of messages from colleagues and luminaries you know and admire about the various gifts that Bill Baren is sharing to guide you to consider the high end programs to create to overcome undercharging and underearning.
I am coming forth in my typical transparent way to tell you that Bill’s guidance is the guidance I invested in myself to overcome these challenges in my own business. And the journey I traveled between my ears is one that was the biggest shift of all.
I champion his work because I have experienced first- hand the BIG IMPACT it made on my own happiness and business success … in the balance sheet and beyond.
A crisis of confidence is something that many business owners struggle with, and I know that all too well. It’s not easy to reinvent from that thing you used to do to this NEW thing you are called to do and have unshakable confidence that you are ready and worthy to welcome the big success you dream about.
When I graduated from Bill’s coaching program, I created a video to express my gratitude. It seems timely to share it with you now so click on the link above to watch.
If Bill is your mentor, you will know it. And if he is not, you will know that, too.
The key thing is to make a choice and take inspired action to make your boldest intentions for your business real. Otherwise, you could find yourself a year from now, still feeling frustrated about undercharging, underearning, and wondering how to turn the tide. If not now, then when?
Regardless, let today be the day you declare your independence from underearning and undercharging. Bill’s manifesto will light the way.
Since I opened the doors to my small business in 2001, I have met hundreds of business owners and spoken to thousands. Everyone has a reason for hanging out that shingle and doing business. And on Small Business Saturday, I celebrate all who have found the courage to take the journey of starting, growing, and sustaining a small business.
For those who are just making that decision now, listen up.
You want to open this business. You have a passion for this product/service/idea. And, the one thing you need to believe and know in your gut before you start is whether or not there are people in the marketplace that both want, need, and are prepared to invest real dollars to get your solution. Otherwise, you are destined for a long and windy learning curve that will not deliver the freedom and profits you read about from friends on Facebook or blogs like this one.
How can you find that out if your idea has legs to run?
1) Do your homework to make sure there is a need for the solution you are offering.
2) Seek out your successful competitors to see how they are serving the marketplace so you can figure out a unique spin that sets your offering apart.
3) Test out your idea with prospective clients who can let you know if you have created something that they would gladly buy and recommend to others. Know enough about that group of clients to have confidence that there are enough of them in the marketplace to sustain a business like yours.
There are “gurus” in the world who say that everyone is an expert as something and can make a success of it with enough hard work, tenacity, focus, and clarity.
“Success” has many definitions, and if making money is at the top of the list, here is a simple truth. If the consumers in the marketplace that you are targeting do not want, need, or invest into the solution being brought to market, that is a serious problem that no amount of expertise in a niche arena can possibly overcome to earn success as measured by dollars and sense.
Small business success is something to celebrate and champion.
It’s been a wild ride full of twists and turns. I have been tested by having to learn new skills, technologies, and methods to stay relevant in quickly changing times. The time I spend outside of my comfort zone is considerable. I don’t always have fun in my business. Sometimes, I lose sleep over money matters and how much more there is to do and achieve. There have been days I have wondered if it would be easier and less time-consuming to get a J-O-B.
And I stay with it.
It’s a hero’s journey.
So on this Small Business Saturday, I salute those with the courage, tenacity, and drive to stay the course. I am right there with you.
If you have done business with me, I thank you.
And if you are thinking about doing business with me, I thank you for that, too.
Do you believe that we can accomplish more together than we ever can alone? I sure do. I am counting my blessings and lucky stars today because with that deep knowing, anything is possible.
Just two weeks ago, while attending JVX — an industry gathering of 300 + joint venture partners created by Milana Leshinsky and Rich German — I was thinking about how challenging it can be to break through the noise and make real impact — especially when competition for attention can be so fierce at holiday time.
Any one of us by herself can only do so much. I looked around the room of luminaries and asked myself if there was a power partnership that could take shape in perfect timing to serve a huge number of newer entrepreneurs in time for the New Year with the best each had to offer.
I reached out to award-winning singer/songwriter Tiamo De Vettori and my good friend and co-leader in JV Leaderboard Secrets Virtual Mastermind Jeanna Gabellini to suggest a way that the three of us could play together for fun, good, and profit.
We have joined together to bring Tiamo’s “Living the Lyrics” MP3 Album Download, Jeanna‘a Speed Dial the Universe to Double Your Profits daily journal, and my popular Bye-Bye Boring Bio workbook together in a digital trifecta of inspiration, words, and music to guide mission driven entrepreneurs to make their boldest intentions for the New Year their reality. We are calling it the Holiday Gift Trifecta.
Tiamo even penned a custom song about it. It’s the “Ti-Nan-Jeanna” anthem for success creation in 2015.
It is so FUN to collaborate with creative, high energy business owners who have their own blend of artistry, talent, and internet savvy to build something of high value that can serve so many … for a song. Listen to Tiamo’s song and get your groove on for what you can create with our collective support in 2015.
The Holiday Gift Trifecta is standing by to delight and serve you and the entrepreneurs on your gift list this year. Spread the good news, and we’ll thank you with a gift of our own. When your name is noted in the “how did you hear about us?” required field five or more times, you’ll receive the JV Leaderboard Secrets Virtual Mastermind Jeanna and I taught this year to share how we get noticed, compensated, and rewarded for championing products and programs we believe in. It’s a $997 gift for referring five or more sales through December 1, 2014. Everyone wins. Love that. Thanks for giving and receiving!
So many people call themselves thought leaders now – but they aren’t. To be a thought leader takes some doing. It’s not so much about being original as it is about putting things together in an original way. It comes down to packaging your knowledge, skills, abilities, experiences, and yes, your thoughts in a way that makes you media worthy and worth listening to by your audience—a huge audience. Follow these nine steps to get going on the path to be respected, heard and reverberated out into the world.
Cultivate an opinion.
Thought leaders have opinions. They shape a story. They position facts in a context. They make statistics come alive by interpreting them. We value people who give us perspective on things that matter most in our culture today.
Sheryl Sandberg, COO of Facebook and their first woman to sit on their board, said of the differences about how men and women respond to taking credit for their success, “If you ask men why they did a good job, they’ll say, ‘I’m awesome. Obviously. Why are you even asking?’ If you ask women why they did a good job, what they’ll say is someone helped them, they got lucky, they worked really hard.”
To follow her lead take a look at your field or industry and find something that irks or inspires you and start to formulate some opinions about it. Then put those thoughts into a press release.
Folk singer Joan Baez said, “I’ve never had a humble opinion. If you’ve got an opinion, why be humble about it?” Thought leaders aren’t afraid to voice a strong opinion. The media seek guests who have opinions that help us ponder what’s important.
Make a prediction. Can you see the future? Look into your private crystal ball and share it in a press release. Ten years ago I told my literary agent that getting on TV and grasping at fame was going to become a national obsession. I wrote up a book proposal about how to get on TV, supplied anecdotes from my own experience as a publicist and media coach, and gathered statistics to show that this was going to be a hot new trend. He pitched my idea to all the top New York publishing houses.
Alas, the traditional book industry didn’t buy it. It was too far ahead of its time. But guess what? Didn’t that prediction come true? Practically everyone is now scrabbling for his 15 seconds of fame. New reality TV shows are popping up every year. The Fishbowl Effect has become our current reality where your iPhone video can make national news.
Know that when you make a prediction you’re intrinsically ahead of your time – and most likely will get disapproval and pushback. No worries. Time will bear you out. The important thing is to stand by your word, continue to accumulate evidence and keep touting your prediction during your media appearances.
Keep up on current events. Thought leaders can comment on national radio and TV on events as they happen. They are the first people the media call to put a story in perspective, to help shape thinking. They are often the people who pose the questions to ponder. They don’t necessarily have all the answers. What they have is a point of view that helps others to consider consequences, options, and directions to difficult or perplexing problems.
Robert Reich, professor of public policy at UC Berkeley, often comments on political and social problems such as how public higher education is being starved which will result in a shrinking middle class. His clearly expressed and statistically well-supported opinions are regularly heard on MSNBC and NPR. He’s a great example of someone who is personal, energetic, and captivating. I’m particularly endeared by how he bounces up when he can’t contain his energy as he delivers his message.
Your delivery and demeanor is every bit as important as the words you speak and can influence people subconsciously. Thought leaders are aware of how they are being perceived and work on refining their inner consciousness and outer appearance. How can you start to shape a conversation that’s at the heart of your business or industry and at the same time reflect who you are and what you think?
Have a philosophy. Have you noticed how many people have written a manifesto? It’s kind of becoming de rigueur. But many aren’t worth reading. They are trite or light. Your audience wants to know not only what you believe, but what you believe in. They want a philosophy that dives into their deepest longings — things that they feel that haven’t been expressed directly in a way that they can understand.
Manifestos are a sort of formalized philosophy. Wikipedia defines philosophy as “In more casual speech, by extension, ‘philosophy’ can refer to “the most basic beliefs, concepts, and attitudes of an individual or group”.
During every media appearance you want to make sure that your philosophy comes through loud and clear in a story, vignette or example so your audience has a sense of who you are. One of my favorite sayings is by Gandhi, “My life is my message.”
When everything you do, say, are and think from your words to your website is in alignment then you’re completely congruent and your life becomes your message. This is what I have my clients and sound bite course participants put into practice before ever sending a press release out to the media. Often publicity hopefuls want to rush their offer to the media before all the pieces are in place. And that’s a big mistake. A reputation is easy to ruin and hard to regain.
In her media appearance on Oprah’s Super Soul Sunday, Brene Brown told a story about her daughter, Ellen. To my best recollection she said that Ellen’s teacher called her up to tell her she could tell whose daughter Ellen was by how she handled an incident in art class. As I remember it the teacher said, “You’re messy.” Ellen sat up straight and said, “No, I’m not messy. I’ve just made a mess.”
Brown told this story to illustrate a point about self-talk and not calling ourselves names or saying derogatory things about the core of us, but to focus on behavior instead of being. It shows you that Brown is walking her talk by transmitting her values and behaviors to her daughter and it gives you a sense of who she is. Your philosophy should shine through your stories in a natural way in every media appearance.
Spearhead a movement. My client, journalist and author David Sheff who wrote the #1 New York Times best-selling book Beautiful Boy, just wrote his second book called Clean, Overcoming Addiction and Ending America’s Greatest Tragedy. The title itself is an opinion. Sheff thinks that addiction is the worst problem in the U.S. today. You can tell immediately that he’s serious about this topic and wants to make an impact on this epidemic.
On his website he has a link to sign a petition to send to President Obama to end the war on drubs and declare war on addiction. Right next to that he has a link to an organization called Brian’s Wish to pull people together into a national movement to end addiction.
Sheff believes that we’re fighting the wrong war and he is making his opinion known – backed with five years of research and facts.
He’s just started his book tour and has already been on The Last Word with Lawrence O’Donnell, NPR’s Fresh Air and Weekend Edition to discuss his views and to shift American opinion with the facts, stories and statistics in his book, speeches, and media appearances.
I media trained him to insure that he incorporated his most important points into every interview since he especially wanted to talk about this new movement.
We also wanted to make sure he could stand firm on his controversial beliefs when challenged. We practiced worst-case scenario questions and surprise ones too so he could maintain his equanimity and stay on point during each media appearance.
The media is interested in people who have inspired a movement. It shows that the topic has enduring value and interest if a substantial number of people have joined it. Spearheading a movement is so much more interesting than just claiming you have a big following. A movement shifts thought into action to create real and lasting change.
Be controversial. Another client of mine, Dr. Sara Gottfried, a Harvard trained integrative physician, science nerd, yogini and author of the New York Times best-seller The Hormone Cure, speaks out on the overuse of pharmaceuticals for peri-menopausal and menopausal women. She says of women dealing with hormonal issues such as depression, lack of sleep, weight gain, mind fog, low sex drive, “You won’t find the answer in the bottom of a pill bottle.”
Gottfried takes a stand against the practice many physicians have to medicate their patients to appease the problem without seeking the core issue or root cause that’s the source of the complaint. Instead she advocates lifestyle shifts: “How to think, eat, move and supplement.”
Once you take a strong stance you can expect to be pitted against someone with the opposite view during your radio or TV interviews – because friction makes for good TV. Audiences love to see people pitted against each other because sparks fly and unexpected things happen — which equal good ratings.
Play both sides. While you can choose to be controversial, you can also choose to appoint yourself the voice of reason and examine both sides of an issue. Susan Freinkel, a journalist who wrote the book, Plastic: a Toxic Love Story, began an experiment that turned into an investigation of how plastic affects our behavior, our environment and our lives. The premise: To go one day without touching anything plastic. What she discovered? It was impossible — starting with her toothbrush and toilet.
Instead of taking one side to the story – plastic is evil. She explored how plastic is both a boon and a bane to the way we live in a New York Times Op Ed piece. In one sentence she played both sides of the topic: “In other words, plastics aren’t necessarily bad for the environment; it’s the way we tend to make and use them that’s the problem.” Op Ed pages thrive on people who take a strong stand on one side of an issue as well as those who can shed light on both sides in an intelligent, thoughtful or provocative way.
In our media coaching sessions together Freinkel and I focused on stories about how certain plastics are negatively effecting our health, children, land and seas, and also which plastics are safe and useful and help save lives.
On Fresh Air, she discussed both sides of this fiery debate with a level head. In other media appearances she backed up her findings with solid statistics and also by moving fascinating facts into the conversation like: “The average person is never more than three feet from something made of plastic.” And, “In 1960, the average American consumed 30 pounds of plastics a year. Today, just 50 years later, Americans consume on average 300 pounds a year.” Here is something a bit startling: “Just because a plastic is made of plants doesn’t make it ‘green.’”
By moderating the positives and negatives, by sharing information not widely known and educating us, and by using stories and statistics, you can become a trusted neutral source for change.
Coin a term. During her appearance on The Ricki Lake show Dr. Sara Gottfried reached into her prop basket and pulled out a gleaming diamond Tiara, put it on her head and offered it to Lake, who said she didn’t want to take it off. Gottfried called taking uninterrupted time for yourself, Tiara Time.™ It’s catchy and easy to remember. Can’t you just imagine saying to your BFF, “I need some Tiara Time™ right NOW.”
Declare your vision. Your vision is how you see the world in the future. It’s what you’re aspiring to in the big picture. It incorporates how you are going to serve. For example, I’d like to see Aikido, a type of Japanese Martial Arts, which I’ve been training in for four years, incorporated into every school in the world.
The principles of Aikido, The Way of Harmony, work as a way to polish the spirit, to turn lead into gold. The founder, Morihei Ueshiba says, “True victory is self-victory; let that day arrive quickly!” I believe that, through this practice we can eradicate bullying and practice respect, compassion, and self-mastery on a daily basis in our hearts, homes, schools, and communities.
Declaring your vision during a media interview moves it out in a big way into the public eye. Not only have you taken a stand but you give thousands or millions of people a chance to take a stand with you. That in itself creates powerful change.
The point of being a thought leader isn’t just to get more media appearances, more sales, more followers, or more money. It’s an opportunity to make great shifts inside yourself and out in the world. So if you aspire to taking yourself and your business forward in small or big ways, then focus on these seven things. And even if it isn’t in your nature to be on national TV or to gain an international platform, just pondering these points will give you clarity for your business as you grow and change.
Are you a thought leader? Tell us why.
Susan Harrow is a top media coach, PR expert & author of Sell Yourself Without Selling Your Soul (HarperCollins). For 24 years she’s worked with clients like rock stars and celebrity chefs to CEOs of Fortune 500 companies, as well as entrepreneurs, authors, coaches, consultants, and speakers. She shows her clients and course participants how to double or triple their business with PR by using sound bites effectively.
GET A GOODIE:
Whether you want to be a thought leader, a celebrity in your niche, or just get more clients, customers and sales, you’re invited to a FREE webinar that will show you how to double your business in 90 days using Susan’s amazing short-cuts. Register now (It’s free!)