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very week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9pm ET. This is excerpted from my recent interview with @darnyellejervey Darnyelle A. Jervey, MBA, is a small business expert founder of IncredibleOneEnterprises.com. She is committed to showing entrepreneurs the mindset, marketing and money-making strategies to attract more ideal clients and charge what they’re worth so that they earn 6 figures unleashing their Incredible Factor. For more informationhttp://www.incredibleoneenterprises.com
SmallBizLady: What is your unique approach to marketing?
Darnyelle A. Jervey: Marketing that evokes an emotional response for your “audience of one” because you are creating an experience for them that sets you apart from others who technically do what you do. In creating an experience, you find authentic and compelling ways to position your brand, product and service so that they see you as the only solution to the problem they’re experiencing. When you are fully authentic, you can create compelling marketing that immediately resonates with your “audience of one.” And when they feel like you know them, their trust in your products and services deepen and they take action to work with you.
SmallBizLady: How do you determine your audience of one?
Darnyelle A. Jervey: Before you can get started, you have to get clear on the problem that you can solve for others easily out of your abundance — of content, information, strategy, etc. Remember the universal law of business. Then the first step is to thoroughly describe who they are right now. It can be done in one clear paragraph. This includes demographic as well as emotional information that helps you “get into their heads” so that you can eventually create compelling marketing for the to self select themselves into your products and services. Next, identify what their problem is right now in a full paragraph. Get clear on what they’re struggling with in graphic detail. Begin to use words they’d use to describe their problem. And lastly, build out a detailed paragraph about what theyre in most need of right now to solve the problem. This final paragraph is like your prescription for their problem.
SmallBizLady: What is the most important thing to do monetize your message?
Darnyelle A. Jervey: Remember the universal law of business and build your marketing message around it. Everything that you do, say and are must align to the way you want to be represented in the market while solving a problem for your “audience of one”
SmallBizLady: Why do entrepreneurs fail to attract only ideal paying clients?
Darnyelle A. Jervey: Because they lack the clarity of getting into the heads of their ideal clients. For this reason, I share a 15 page ideal client profile with my students and clients that is made up with a multitude of questions that you must answer about your ideal client before you’re ready to market to them. While they all complain, when they’re done they know their audience of one so well that they can speak their language and make an immediate impact.
SmallBizLady: What one strategy can SHIFT a business when implemented?
Darnyelle A. Jervey: What I like to call the “dog whistle” strategy. Beginning to speak their language, in a frequency that only thy can understand and they will respond to your call to action every time…
SmallBizLady: How should small business owners create a systematic approach to marketing?
Darnyelle A. Jervey: Yeah I’ve created the client magnet marketing success formula which is devised of the 7 steps that create experiential marketing so that you consistently attract more clients, make more money and gain more leverage in your business.
SmallBizLady: What is the client marketing success formula?
Darnyelle A. Jervey: Again, it’s comprised of 7 core mindset, marketing and money-making strategy steps and ensures that at every step you’re focused on creating an experience. Your message aligns with your marketing so that you create a movement. The steps include aligning your message and mindset, clarifying your audience of one, creating magnetic marketing messages, creating magnetic marketing materials, creating an experience when networking, developing a client referral system, creating value-based packages and prices, closing the sale with ease and setting up marketing systems and sequence to gain leverage for your business. These 7 steps, when used consistently are exactly what a small business owners needs to keep their pipeline full.
SmallBizLady: How do you determine your message?
Darnyelle A. Jervey: I recommend that you take time to “inspect the incredible” or complete a swot analysis on your business concept. It’s easy to want to speak in a voice that is already in the marketplace; however, it’s about finding what makes you different. As you complete your SWOT, think differently. Ask yourself questions that look at the problem from a different angle. Don’t be afraid to burn the box.
Smallbizlady: How does your Incredible Factor play into your marketing?
Darnyelle A. Jervey: Let me start by defining the Incredible Factor for you — it’s your secret sauce, signature business move, unique selling proposition and hot undeniable gift in one client magnetic package. Think about the first time MJ moonwalked and forever changed the game. Every entrepreneur has their own moonwalk and it, when marketed magnetically can create amazing wealth for them and their family. It’s how you solve the problem differently from the others in your industry. It’s everything that culminates into the experiences that you create for your clients and customers.
SmallBizLady: What should an entrepreneur never do when creating their marketing?
Darnyelle A. Jervey: Copy from someone else. That will be seen a mile away. It’s inauthentic and as a result, you won’t achieve your results because your Incredible Factor isn’t making a statement. Take the time to find your signature move or, work with a business coach or mentor to find it. Even though there is “nothing new under the sun” there is a unique way for you to present the information in your own style and voice. Don’t be afraid to be you, you must own your Incredible Factor if you truly want to magnetize your marketing.
SmallBizLady: How will I know if my marketing is creating a movement?
Darnyelle A. Jervey: If you’re evoking emotion consistently in your marketing and your marketing is aligned to your mindset for success. When others identify with you emotionally, you create an experience and experiences move people to follow you because they believe your work is transformational. And you’ll now be your results and your followers will tell you NAD everyone else.
SmallBizLady: Why do you suggest shifting your mindset as a key component to monetizing your message?
Darnyelle A. Jervey: 95% of your success in life is based on mindset. Your business growth will always be stifled by your limiting beliefs. If your limiting beliefs are bigger than your desire to change the lives of those you’ve been called to serve with your Incredible Factor, you won’t grow your business. By taking the time to learn strategies to shift your mindset, you can experience exponential business growth. Which will allow you to create experiences for many more people.
If you found this interview helpful, join us on Wednesdays 8-9pm ET follow @SmallBizChat on Twitter. Here’s how to participate in #SmallBizChat: http://bit.ly/S797e
For more tips on how start or grow your small business subscribe to Melinda Emerson’s blog http://www.succeedasyourownboss.com.
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