There are two great feats in life. If you successfully manage to accomplish both, you are practically guaranteed a sublime life.

1) Find True Love

2) Find the Right Niche (in business)

Now, this ain’t no love blog, so we will not delve into the details of #1. However, we will focus on the top 5 ways to find your perfect niche.

1) Passion and Knowledge Matter- Don’t let anyone tell you otherwise. I have heard "top gurus" in the field say ignore your passion and just find a lucrative niche. That’s not an formula for long term success. Leverage what you love to do. If you know nothing about fishing, don’t go into the lures business.

2) Is there Demand?- While passion and knowledge are key, you also have to research demand. This is fairly easy to do with today’s technology. Start with a basic Google search, email your potential target market to get feedback, or even setup a free survey using Survey Monkey. Don’t be afraid to drop an idea if you don’t see the demand for it. Too many business owners fail because they passionately go after an idea that never showed demand in the first place.

3) Differentiate-Once you find a need that’s not being fulfilled adequately, find a way to fulfill it. Don’t be afraid to introduce a new element or twist. For example, Cirque De Soliel is essentially a circus, but they have positioned themselves as the circus of the elites. No popcorn or peanut gallery here. They are a classy circus that caters to those who have a penchant for opera, classical music, and museums.

4) Niche by Industry OR Topic- When most people think of a niche they think of a particular topic, but that’s just one way to do it. You can always choose a niche and cater it to a different crowd. For example, my internet marketing niche is a crowded one. But, internet marketing for professionals who are not into hard selling or pushy marketing is perfect.

5) Keep at it- Don’t jump niches at the drop of a hat. Most businesses take some time to get going. Do your research, edit as you go along, and keep fueling your passion.

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That’s exactly what I want to say to a lot of people misusing and abusing Facebook right now-just stop! I do a lot of social media marketing for our clients and know many colleagues (Dave Evans, Chris Brogan, Nancy Marmolejo and Mari Smith for example) who do it well. After The Launch was also one of the first companies to tout the benefits of social media for marketing…especially marketing using Facebook.

Now, I am just mad. I see more and more people on Facebook misusing and abusing the trust of others. Yes, this post is my first official rant on this blog. It’s also my way of trying to educate those who are really MISSING the mark here! This post may not be for those who are easily offended. You may note that it is also not my usual style of writing. However, I feel this MUST be said.

1) Facebook is a RELATIONSHIP Marketing Tool- This is key. I can’t stress it enough. You can use Facebook to create, build, and nurture relationships. DO NOT use it to send "buy my products and services" messages. That’s called spam. Use Facebook to build communities, nurture trust, and find mutually beneficial opportunities. Don’t use it to add random people, pretend that they are friends, and then try to sell them something.

Take a look at a friend request I just received:

Are you kidding me? You want me to not only add you as a friend but REMEMBER to contact you if I ever need to find a house in DC? (I live in Dallas!)

I would MUCH rather this person had said "We have 13 mutual friends. I’d love to see if I can ever be of assistance to you. I noticed you do X type of work."

This would then lead to a conversation about their business. Perhaps we would share multiple conversations, get to know each other’s businesses, and become strong referral sources. I seriously doubt that is going to happen with this individual now.

2) Avoid those Who Promise you Thousands of Dollars Overnight from Facebook.  This isn’t always easy but please do your research. I see people coming out of the woodwork daily to jump on this "hot new Facebook trend"…and then make promises they can’t deliver. (A note to such folks: How can you call yourself social media consultants when you haven’t been on Facebook for more than 2 months AND how can you sleep at night when you are leading people astray and causing them to ruin their brands?) Recently, a group called Internet Marketing University came about. Now, I don’t know the founders so I can’t say whether they really know their stuff or not. I DO however know that I got hundreds of new Facebook "friend requests" from members of the group. All with a personal message along the lines of: " Hey, as part of my learning process with the Internet Marketing University, I am trying to add as many new friends as I can to my network. Join in!" EXCUSE ME?! What I read: "Hi, the Internet Marketing University is showing me how to spam people but first I have to build my list of people I can spam. So go ahead and give me permission." I don’t think so.

There is another group called "FaceBook Phenomenon: MAKE 5000 FRIENDS IN 30 DAYS!." An intelligent looking lady has started this group. She has been gaining "friends" by sending this message:

"I cried the other night…My husband says Facebook networking doesn’t work. Please ADD ME AS A FRIEND"

I’ll let you be the judge of that.

3) Facebook is NOT about building your list. Adding friends on Facebook is NOT the equivalent of a building a permission based eZine list. If I add you as a friend, it DOES NOT give you the permission to spam me or send me "buy my product" messages. I am almost considering starting a black-list for people on Facebook who are abusing it. This doesn’t mean that you can’t invite people to subscribe to your blog or join your list through your profile page. I do both and it works because I respect people’s choices-as I believe ANY marketer worth their salt should do.

4) Don’t throw a sheep at me…or send me a kiss…or BUY me! There are some fun application on Facebook, but they aren’t appropriate for every person. The only reason you should send me a virtual kiss is IF you are my significant other or best friend. If you just added me as a friend through a professional connection or for networking reasons, don’t ruin it. Don’t throw sheep at me or poke me. That’s not how adults who are looking to use Facebook to network and help each other play. To that end, I will add that they ARE fun applications that are acceptable. I have received virtual flowers that "grow" on my profile many times from colleagues and friends. That’s a very nice way to make a connection. So, watch your boundaries and keep it professional!

5) I know you mean well, so please learn from the RIGHT experts. I realize that most people making these awful, personal brand killing mistakes on Facebook probably mean well. Most aren’t out scam. Many probably provide quality service and products. However, the mistakes are ruining reputations. Please learn from the right experts. Learn from blogs, books, and people you trust. Use your good sense. A good rule of thumb: If you wouldn’t do it while meeting a person face-to-face, don’t do it online.

Whew.

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1) Consumers are NOT Tired of Information. In fact, they are out looking for it on a daily basis. The main difference? They want it on their terms: when they want it and how they want it. So, seek permission and keep in touch. You never know when they may need your services!

2) Define and Focus- In a world full of grays, you have to be the red. Sharpen your marketing message, keep sight of your focus, and walk a straight line. Your clients and prospects don’t have time for wishy-washy. Stay sharp in all that you do.

3) Remember the Two I’s.- Internet and Interaction. They have to go together. Your personal interactions should be a reflection of your online image. This is the TRUE brand experience.

4) Involve the Client- Client engagement is key. Keep them involved in all that you do, even if the project doesn’t require their direct attention. Training and educating the client is just as important as the work that you do.

5) Design and Edit- Designers and editors will rule the world. Cultivate the editor and designer within you. Editor- because to succeed in business you have become the ultimate tweaking machine. Designer-the packaging matters just as much as the service.

6) Customization is King- Web 2.0 is all about customization. Let clients pick what works for them. Give them choices. My articles are available through the blog, through eZines, and occasionally-other sites.

7) Power is Out. Community is In.- Empires are overrated. You can’t run an ad on TV, build a few factories, and start bringing in the profits. It’s not about size. It’s about community. It’s about key clients who turn around and tell the world about you. It’s about passionate bloggers who are happy to write rave reviews. It’s about service.

Think Benji- That’s short for Benjamin Franklin. He would be the perfect entrepreneur for our times. He understood the power of building up a community, always investing in himself, and most importantly…publishing. In Academia, they call this the "Publish or Perish Syndrome." Believe it or not, all businesses are publishers. Some are good, others not so much. Emulate Benjamin Franklin when it comes to your business.

9) Tactics without Strategy is Worthless.- You don’t need an eZine or a blog or an account on Facebook or Twitter…or anything else…if you don’t have a strategy to go with it. All of the above are tactics. But, what’s the strategy? How do you turn strangers into prospects, and prospects into clients?

10) Learn from Others- We all have our own gifts and talents. Use your own and leverage the rest from others. This is a winning combination.

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Back in the caveman days, our ancestors survived by hunting and gathering food. Today, we have obviously evolved. Thanks Martha Stewart! However, when it comes to making sense of the online world- our business survival still depends on hunting and gathering. Here’s how:

1) It’s Impossible to Learn it All- …first hand that is. It is, however, completely possible for us to function as a community and learn from each other. Even when our ancestors started farming, they didn’t give up hunting. Their survival depended on the variety of strategies they used to get food. Today, our businesses are like that. We can very much plant our own gardens of information and service. But, more importantly, we also have to seek out information. We have to hunt for the best.

2) Eat What You Gather/Hunt- What would happen if back in the day people gathered the best crops and didn’t eat them…they would rot. Knowledge is like that today. You can read a million blogs, attend hundreds of seminars, and purchase thousands of books. But if you don’t put those concepts into action-it rots.

3) Tribes Rule- Species that gathered together survived. Loners usually died out. The same concept applies to today’s business. What does your personal support team look like? Do you belong to Mastermind groups? Have coaches? How often do you participate in joint ventures? How is your business supported? In the Hunting and Gathering age of information, you have to pull together your resources.

4) Timing Matters- Gather information before you need it. If you go looking for answers at the last moment, you are more likely to make impulsive decisions. People took risks when they were starving-like going out to find food in the middle of winter. We have evolved. Make sure your business isn’t starving for help before going after it.

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If you haven’t already heard of Twitter, you are probably hiding out in a cave! Twitter is the social media site which allows you only 140 characters at a time to convey your thoughts. Think of it like a huge ongoing chat room. Doesn’t sound too appealing you say? Keep reading!

1) Why Twitter?- Twitter is like having your own personal search engine. Once you build up enough followers, you can use Twitter to:

•   quickly mastermind with others
•    find resources and make friends
•    share links to interesting articles (your own and others)
•    learn what’s hot and relevant in your industry
•    people watch online! (think e-cafe)
•    drive traffic to your site (20% of After The Launch’s traffic comes from Twitter)

2) Get started!- Go to Twitter.com and setup an account. This takes less than a minute. Then add me as a friend by clicking "Follow Me." I will follow you back. This way you will have your first Twitter follower. You can follow whoever you like, but also have the option of keeping your own updates private. Meaning: you get to approve who follows your "tweets" (or messages). Then, watch and learn. See who is saying what and contribute your own two-bit when relevant.

3) Manage your Time- It’s easy to get carried away with Twitter, but that’s not the best use of your time. When starting out, give it 15 minutes twice a day. Log on, see what’s happening, and have your say. Eventually, you will be able to find your own rhythm for tweeting. At first it can seem like noise, but over time (a few weeks), you will be able to start making connections and finding value.
 

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Aside from marketing, all business owners need one thing: motivation. This round of book reviews covers books that I have personally found inspirational and motivating. They aren’t mainstream but fall under the category of hidden gems.

Inner Guidance and the Four Spiritual Gifts- Howard Wimer proposes that we all have some inherent spiritual gifts that serve as the foundation of our being. He also shows how to use your personal gifts to become better communicators. Great read!

The Power of Inner Guidance-  Quick read with a powerful message. It takes you back to the basics of sound decision making: balance, acceptance, and inner strength. Dr. Pam Garcy has packed quite a punch in this book.

The Giving Zone- There are a lot of books out there on the power of giving, but every once in a while I will stumble upon an author who seems to be living his work. This book by Bruce Painter is a great example of that.

Talking with Giants- Scott Schilling interviews some big hitters (Jack Canfield, Mark Victor Hansen, T. Harv Eker) on what drives them. Though some questions are fairly straightforward, some you will want to earmark for future reference.

Got any hidden gems of your own? Share below!

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Yes, this defies conventional wisdom. But it also saves an immense amount of time and weeds out prospects who aren’t serious. How do you go about doing this?

1) Redefine Proposal- Alan Weiss, super consultant, says "Proposals are meant to be a summation, not an exploration." If a client asks for a proposal, use this quote! Tell them you will be happy to provide a document summing up items already discussed, but don’t see the need for a full proposal. I have never had a client ask for more.

2) Submit a 1 page Summary Instead- Swap proposals for one page summaries. You can do it in bullet points. Just be sure to include objectives, price points, and a list of deliverables. You will never go back to doing proposals again.

3) Don’t use a proposal to sell- This is key when it comes to getting away with doing proposals. Don’t use them as a selling tool. This is worth repeating: Don’t use proposals as a selling tool. Sell over the phone or in person and then use a one page summary to recap the sealed deal.

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1) Leverage your Profile- If a client walked into your office, what would you want them to see? Would it be articles you have written? Your professional looking demeanor? Awards you won? Your Facebook profile is your virtual office. If you wouldn’t put it up in your office, don’t put it on your profile. Your profile allows you to showcase your talents to prospects. Use this space wisely.

2) Reach out- I am not sure what it is about Facebook, but people respond to messages faster than email. It’s more casual and has a coffee shop hello feel to it. I have reached out to many people I didn’t know and the result has always been positive. Ask for advice, offer feedback, or just say hi. The idea is to get the conversation started while being respectful of people’s time.

3) Add applications selectively- There are some applications that are MADE to get your business noticed. Some of these applications are: My Box, Business Card, and Blog Reader. You can search for these applications on Facebook and pick the ones you like best. Don’t clutter your profile. Keep it clean and professional. These applications are marketing tools.

4) Join Groups and Participate Actively- There are online groups on Facebook for almost every topic imaginable. And some groups are more active than others. Find active groups related to your industry and participate. Leave comments, start discussions, and reach out to fellow members. Don’t see a group that you like? Start your own! It’s easy and it helps establish you as a leader in your field.

5) Easy to get in touch with  Bloggers and Reporters- Bloggers and reporters are people too. They are always looking for sources to cite. The best part? Many of them are on Facebook and on constant alert for the next cool story. They are also easier to get it touch with on Facebook. My friend, Peter Shankman, started a group on Facebook to connect reporters with expert sources. His group grew so big that he now has his own site. It’s f’ree to join and has led to great publicity for many. You can check it out here.

*Bonus-* Add me as a friend! I’d love to get to know you better.

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A while back I covered the number# 1 marketing mistake people make. Today, I’d like to share with you marketing mistake number 2! 

Asking HOW before WHY.

Most business owners ask: How can I get more clients?

Wrong question.

First question needs to be: Why will clients come to me?

You can’t ask the how before understanding and conveying the why. The WHY is positioning your business in such a unique way that it becomes irresistible to clients.

If you establish the value and convey it perfectly, marketing becomes simple. If you mess up the basic steps, marketing becomes frustrating.

So, ask marketing questions in this order-

Why will clients want to work with me? What’s the value here?

How can I get more clients?

P.S.- This is After The Launch’s 100th blog post! = )

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As many of you regular readers know, I am a book-a-holic. I read voraciously and every once in a while I spot a real gem worth sharing with you guys! One of these books is Rain Making by Ford Harding. The tagline reads: Attract New Clients No Matter What Your Field. A big promise but the book delivers.

It teaches everything from how to work with media as an expert to do the dreaded….cold call successfully. This 2nd edition builds on his 1st successful edition released in 1994.

Here is a chapter list:

1. Writing and Publishing Your article
2. Finding a Podium
3. Marketing by Mail
4. Organizing Seminars and Conferences
5. Getting Publicity
6. A Few words on the Web
7. Eliminating the Dread of Cold-Calling
8. Networking: The alternative to Cold Calling
9. Special Rules for Special Networks: Trade associations, Formal Networking Groups and Internal Newtorks
10. Increasing Network Quality
11. How Markets Structure Networks
12. From Networks to Leads
13. Building Client Relationships that Last
14. The Sales Meeting: The First Five Minutes
15. The Sales Meeting: Questioning and Listening
16. The Sales meeting: Offering Your Solution
17. The Sales meeting; Formal Presentations
18. The Sales meeting: Handling questions and Concerns
19. Team Selling
20. Shortening the Sales Cycle
21. Writing a proposal
22. Quoting a Fee
23. Turning Down Small Work
24. When You Lose a Sale
25. The Logic of a Sales Strategy
26. Simple Strategies that can Help You Now
27. Self-Marketing: Experts Make Themselves
28. Market-Based Strategies
29. Conclusion: Becoming a Rainmaker

Yes, you should order it now. Go here. If you have already read it, please share your thoughts below.

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