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New Radiance Updates
Vol 4, No 6 - Jan. 17, 2005
Philosophical and Business Guidance from
Barbara Casey, Spiritual Marketing Consultant
IN THIS ISSUE:
1. What's New For 2005?
2. Announcements and Updates
3. The Elements of Expertise
4. Recommended Resources
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~~ WHAT'S NEW FOR 2005? ~~
by Barbara Casey
I've said before that I am a niche marketing crusader. And
that's true. When I conduct intensive consultations with
clients to come up with a marketing approach that makes
sense for a 1-2 person business, I always aim for a
specific target market and exciting niche for that client's
unique talents.
But does a consultant always follow her own best
advice? Well... in my consulting practice - yes. But I
wasn't quite ready to narrow my scope in this newsletter
or on my website - until now.
I love the idea of evolving business consciousness. I
love inspiring people to dream bigger and reach higher.
And I really love helping the spiritual teachers, healers
and channels of the planet see and implement a higher
vision for their business.
So while my newsletter and website were a little more
generic before, using language and concepts acceptable
to a broader business base, the focus will now narrow
somewhat to the needs and interests of lightworker/
entrepreneurs - the folks I feel most drawn to serve -
my niche.
I hope this shift in focus serves you and your business
well over the coming months, as we explore in greater
depth how entrepreneurship and spiritual philosophy can
form a "more perfect union" in today's economic and
political environment.
We are the wayshowers, after all, and this is our year
to shine very brightly.
~~ ANNOUNCEMENTS & UPDATES ~~
1) NEW YEAR'S MARKETING PLAN
Barbara Casey, Spiritual Marketing Consultant
(and crusader for niche marketing) offers a 3-hour
intensive consultation - in person or by phone - that
shows you a higher vision of your business with a
practical plan to implement it. Still just $198 for
lightworker/entrepreneurs who are ready to take
the next step. (727) 397-2702 or email:
mailto:newradiance@earthlink.net
2) SELLING FROM THE HEART - Free Teleclass
Saturday, January 22 at 11:00 AM (EST).
Does the idea of selling your services stop you cold?
Susan Carlson is launching a new teleclass called
"Selling From The Heart" for business owners who
could use some help in feeling more comfortable
selling their services and asking for payment.
Email Susan for the conference call phone number:
mailto:scarlson18@earthlink.net
3) SPIRITUAL RADIO HOSTS NEEDED
Phoenix is seeking investors and show hosts for a
new spiritual radio venue she's putting together.
Phoenix is an experienced talk radio show host and
is aiming for 8 hours of spiritual programming daily,
with an eventual 24/7 format. This is an internet radio
venue, with both live and archived broadcasts. For more
information, call Phoenix at 305-761-3598 or email
mailto:spiritdiva@bellsouth.net
4) EVOLUTIONARY INSTITUTE - Free Teleclasses
-- The Consciousness R-evolution, 30th January, 1 pm EST
-- Evolutionary Leadership, 17th February, 2 pm EST
or 2nd March, 2 pm EST
-- Evolutionary Coaching, 22nd February, 1 pm EST
These teleclasses are introductions to The Evolutionary
Institute's leading-edge, life-altering programs.
To register please email Soleira Green at:
mailto:Soleira@SOULutions.co.uk.
Our guest author today is Steve Van Yoder, who
is very big on declaring your business niche -- and
then making yourself THE person to contact within
your niche, by becoming "slightly famous."
-----------------------------
~~ THE ELEMENTS OF EXPERTISE ~~
By Steven Van Yoder
Bill Connington is a New Jersey-based financial advisor who
is actively working to position his firm, Connington Wealth
Management, as a specialist in helping physicians deal with
investment, retirement planning, and money management
issues.
Bill publishes articles about investing in magazines like
Physician's Money Digest and Dermatology Today. He is
creating a special report about investing for doctors, and
has assembled a client advisory board that meets once a
quarter to discuss how he can better direct his firm to the
unique investment needs of physicians.
He also hosts monthly seminar/wine- tasting events for
clients and prospects, and volunteers for a nonprofit
comprised of physicians.
As one of my clients, Bill has embraced a core Slightly
Famous marketing strategy: target your best prospects,
and boost your visibility and credibility, by becoming a
recognized expert within that community.
After only a year, his efforts are paying off.
Bill now gets calls from physicians all over the country
who read his articles. His wine-tasting events are a big hit,
and Bill's increasing visibility within doctors' communities in
his area has grown his reputation in a way that attracts new
clients.
The Expert Advantage
Not so long ago, expertise was equated with the number of
years you were in business, or the college diploma that hung
on your wall. That has changed; people are now more
interested in the results you can produce than in whether
your career started 25 years ago, or whether your degree is
from an Ivy League college.
As an expert, you'll be sought- after. You will get more
business with less effort, and command higher fees.
Journalists will come to you for information. You will be
asked to speak at conferences. You will out-position your
competitors because you know more and will be recognized
as knowing more.
You don't have to be appointed by anyone other than yourself
to become an expert in your field. If you can deliver to your
prospects' unique needs, people will be interested in you, no
matter how brief your business experience or how few diplomas
grace your walls. Becoming an expert takes work, but it's within
your reach. You don't need a special degree, but you do need
a willingness to learn.
Niche Your Expertise
Slightly Famous businesses focus on distinct target markets they
can realistically hope to dominate. Why? Because market niches
are, above all, manageable. You can get your mind around them
effectively enough to design a marketing strategy that speaks in
personal terms to real prospects.
You need a deliberate strategy to help you understand all you can
about your target market. It would be impossible for you to know
everything, but you certainly need to be considerably better
informed than most. Being able to keep yourself in this position is
a process that never ends.
If you're new to your niche, you may need to play catch-up. You
can follow several steps to develop a good general knowledge of
your best prospects, and then pursue a long-term strategy to stay
up-to-date about where your target market is going.
Read Everything You Can
Experts set aside time to read a variety of media that affect their
target market.
Start with trade and special interest magazines that cover issues
affecting your niche and provide focused, up-to-the-minute
information. You might be able to find them in a library, or read
back issues on the publications' Web sites.
Subscribe to e-mail newsletters, news services, and specialized
publications. These sources enable you to take the pulse of your
industry.
Make frequent trips to a good business bookstore, and look for
books that address your industry, niche, and type of work.
Develop a reference collection you can turn to for immediate,
dependable information.
Articulate a Distinct Viewpoint
It's not enough just to be an expert. You need to use your
knowledge to deliberately distinguish yourself from your
competitors.
Plug yourself into every possible outlet that influences your
niche. Assess what others are doing, saying, and writing about
your industry. Your goal is not just to be fully informed, but also
to develop a keen perspective that sees links between your
industry and the larger world.
Experts know that they must actively seek out new evidence
that impacts their theories and assumptions. You don't need
an ultimate truth, but you do need to articulate your position
clearly and have relevant facts close at hand.
You Are the Resource
Becoming a resource within your target market starts with
sharing your knowledge.
Publishing articles and giving talks are powerful techniques to
establish your expertise. Writing and speaking pre-sells others
on your abilities, and exposes you to thousands of prospects.
And reprints of published articles make excellent, low-cost
sales literature, replacing expensive but less targeted brochures,
mailers, and newsletters.
The more you become known as a source of expert information,
the more potential customers trust you. You become part of their
world, a center of influence, and because people like to do
business with people they know, or know of, you will be their
first choice.
Keep It Going
Your expertise will also be the foundation of a strong business
that delivers great service. This will generate word-of-mouth
referrals that attract clients with less effort because you have
proved that you deliver results that people seek, want and
need.
Maintaining your expertise is an ongoing process. If you persist,
becoming a recognized expert can serve as your most effective
marketing strategy.
The process starts with you. Once you begin to see yourself
as an expert, others will see you as an expert, too!
-----------------------------
Steven Van Yoder is author of Get Slightly Famous: Become a
Celebrity in Your Field and Attract More Business with Less
Effort. Visit
http://www.getslightlyfamous.com to read the
book and learn about 'slightly' famous teleclasses, workshops,
and marketing materials to help small businesses and solo
professionals attract more business.
-----------------------------
~~ RECOMMENDED RESOURCES ~~
1) Make Your Site Sell by Dr. Ken Evoy
If you have an underperforming website... or are getting
ready to launch a website, "Make Your Site Sell" is
required reading. It covers everything you need to know.
http://sitesell.com/newradiance.html
2) Change Your Thoughts, Change Your Life
It’s the book that’s changed the life of millions. I have a
softcover version in my business library, but you can
download a FREE eBook of James Allen’s "As A Man
Thinketh" by visiting:
http://mp3motivators.com/cgi-bin/a.pl?motivate&2455&aamt
HAPPY MARKETING!
Barbara Casey
We respect your privacy and will never share your
email address with anyone.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Barbara Casey/New Radiance Corp.
PO Box 86674, St. Petersburg, FL 33738
(727) 397-2702 newradiance@earthlink.net
Copyright 2005 New Radiance Corp.
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