Tag Archives: attracting ideal clients

How to Use Your Story to Attract More Paying Clients

Posted on April 10, 2012 by Darnyelle Jervey

People love stories. More importantly, people love to hear stories of triumph and perseverance. And furthermore, people love to hear stories that they resonate with that give them hope that their struggles will soon end. As an entrepreneur, you no doubt have a story, a powerful story to tell. I am often asked by entrepreneurs two questions when it relates to telling their story:

How much do I have to share?
How do I share it in a way that will lead to more paying clients for my business?

Both are excellent questions and both are important to the overall trajectory of your business revenue. You see, people like to buy from those they know, like, trust and believe can solve their problem. One sure-fire way to get people to know, like, trust and believe in your ability to help them, is to tell them your story.

I always share this caveat here. You only need to tell the part of the story that is congruent to the end result they want to experience. Period. If there is a part of your history that has nothing to do with why you can help them solve their problem, you don’t need to tell it.

Go ahead, take a deep breath. I know I just liberated many of you.

The thing is this; you want for people to understand that you know what they’re going through right now because you’ve been there, done that and gotten the t-shirt. When they feel like you “get it,” you will get “it”, and “it” in the last case is their business.

People like to know that everyday people just like them figured out the magic little secret that will lead to the biggest breakthrough they’ve ever experienced in their life. And how, do you ask, do you help them to see you as that person?

I’d like to introduce you to something I like to call the “Why Story.” I didn’t originate this concept, I must admit, I first learned of it when I was in Mary Kay Cosmetics. In Mary Kay, your “I” story was designed to help others understand why you started your Mary Kay business.

While I am no longer in Mary Kay, I loved the concept so much that I made some important tweaks and now apply it to my marketing message for my business and what I show my clients how to create so they can enjoy the same result. At the end of the day, your goal is to get “me, toos” from your prospective clients. You want them to identify with you so strongly that they say, “oh my goodness, me too!” And more importantly they say, ‘If she is just like me and she used to struggle with what I struggle with now and she got out of it, then I know she can help me get out of it, too.”

And that, Incredible One, is the golden ticket.

So, while this story still answers the question about why you decided to start the business you now run, it more importantly helps to ensure that you generate the “me, toos” from the audience. Your “Why Story” in my newly created form includes three (3) components:

Your Robert Frost Moment
Your Moment of Change
Your Harriet Tubman Moment

Your Robert Frost Moment – In his poem, The Road Less Travelled, Robert Frost discusses a crossroad of sorts. Many of us, including you, have found ourselves at a similar crossroad. Usually it is the choice we make at this crossroad that becomes a defining moment for our lives and businesses. What is that moment for you? How did you recognize it? How did you decide which way to go? What happened that made you take the first step toward change?

Your Moment of Change – after starting in the direction of that less travelled road, what was it that created the need to change and follow the steps it would take to complete the cycle of change? How can you relate the work that you now do to that all important change?

Your Harriet Tubman Moment – Upon getting to the other side [solving your own problem], why did you decide to go back to help others? All of us, once we get a taste of “freedom” desire to help others experience it as well. When did that moment happen for you in the timeline of your business? How did you know it was time to tell others? Did you formulate the steps you took into any proprietary system? Did you test your theory and get some success stories?

When you create your “Why Story” to include these three elements, you will produce an authentic and compelling reason why you are the expert you claim to be and that when paired with an incredible follow up strategy will add more ideal prospects to your sales funnel and ultimately to your business.

Happy Story Telling!!!

©2012 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, MBA, The Incredible Factor Speaker, Business Coach and Mentor, is the founder of Incredible One Enterprises.com and the Leverage Your Incredible Factor System® a proven step by step program for helping entrepreneurs create a 6 figure business in record time. For more information and a FREE audio download “How to Use Your Incredible Factor to Attract MORE Ideal Clients” visit http://www.incredibleoneenterprises.com

Posted in Blog, Darnyelle Speaks | Tagged attracting ideal clients, attracting more clients, attracting paying clients, Building a six figure business, Business coach Delaware, Charging what you're worth, growing your business, Incredible One Enterprises, Marketing systems |

5 Keys to Setting the Right Rates for Your Products and Services

Posted on April 3, 2012 by Darnyelle Jervey

If I were to survey 100 entrepreneurs about their biggest challenges, more than half of them would say, knowing what to charge. You see, it’s different when YOU are calling the shots. You could work for someone who has the courage to charge $500/hour and while you may think it’s too much, when asked about the company’s rates, you’ll confidently reply “we charge $500/hour.” But, when asked that same question in your own business, doubts and fears that you may be not worth it start to creep up to the surface.

Trust me, I get it. I experienced the same thing when I first started my business. I bought into the popular misconception that you have to “pay your dues” by charging lower rates or working for free. I say this is a myth, especially in my case because I hold the advanced degree, have the certifications, etc. I had already paid my dues when I invested in my education to serve my clients in excellence, but the truth of the matter was that I wasn’t confident that people would actually pay me what I wanted to be paid.

And that leads me to you. Perhaps you feel the same way. Perhaps you have the degree or certification or experience getting big results for the people you serve BUT you’re afraid that people won’t pay you what you want or worse, you’re unclear about what you must be paid to earn a profit. Either way, setting the right rates for your products and services comes down to these five considerations. Take heed before you tell another person what your rates are.

What will your market bear? Based on the ideal client that you’ve chosen to serve, what will they pay for your service? While I am of the mindset that you can charge more when you have social proof or results substantiating the value you add, you don’t want to price yourself too low or too high based on your market. You must, dare I say it, do some research. You need to ask yourself, “what are people who buy products and services similar to mine paying for those products and services?” My recommendation is that you start by asking those who would buy your products and services instead of just looking at a colleagues website and determining that is the right price. Just because their price is listed doesn’t mean people are buying it. If you can prove your results that can lead to you charging a little more in your market. While research is important, do not look at another’s prices, set yours and move on. You don’t know how they priced themselves, and again you have no clue if anyone is even buying.
What is your overhead in producing the product or service? Do you have to bring in a subcontractor to help you complete the work? If so, how much will that cost you? Have you added that into your price? Do you have to set aside a massive amount of hours when you can’t be earning other money to complete the work? Being clear on your numbers is essential to setting your fees. Many people pull a number out of their behinds but can’t back it up and as a result they end up undervaluing their products and services. So be clear on what it will take for you to produce the product or service, as well as how many you’d need to sell to break even and ultimately to create profit in your business.
How much time will it take to deliver the product or service? In general, you should charge more when you must be active to provide the service. If you have created a passive or leveraged way to get what you need to your clients, you can charge a little less. But you need to be clear on what your time is worth and how much you must make in order for it to be profitable for you.
What is your overall revenue goal? Again, knowing your numbers is essential. Let’s say your goal is $100,000 but you charge $250 a month for your services with a 12 month commitment. That’s $3,000 per client. To achieve your goal with no other revenue streams, you’d need 33.3 clients for the year to hit your income goal. Now, if that’s doable for you, great. But that means you have to work with 33 clients each and every month to make $250 per client each and every month. I don’t know about you, but that seems like a lot of work to me.
Will charging that rate make you feel good? It’s no secret that when we feel good, we do better work. So, if looking at the number makes your stomach hurt, it is probably too low. You want to feel good about the contribution you’re making and ultimately getting paid for. So while some would tell you how you “feel” has nothing to do with your prices, I believe it has everything to do with your prices. If you are excited, grateful, appreciative and passionate about your work and prices, you’ll be in a positive energy space. When you send positive energy into your work, you attract more people who want what you have to offer. It’s all about attracting more of what you’re passionate about.

So, before you settle on a price for any product or service, get clear on these 5 considerations. Have a comment? Share it below. I’d love to hear your opinion on this pressing matter.

©2012 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, The Incredible Factor Business Mentor and Coach, is the founder of Incredible One Enterprises.com and the Leverage Your Incredible Factor System® a proven step by step program for turning your passion into profit. For more information and a FREE audio download “How to Use Your Incredible Factor to Attract MORE Ideal Clients” visit http://www.incredibleoneenterprises.com

Posted in Blog, Darnyelle Speaks | Tagged achieving your goals, attracting ideal clients, Building a six figure business, Business coach Delaware, business goals, business success, Charging what you're worth, darnyelle a. jervey, growing your business, Incredible One Enterprises, Marketing systems |

Getting Your Next Paying Client in 5 Simple Steps–Darnyelle A. Jervey

Posted on March 27, 2012 by Darnyelle Jervey

I think we can all agree that nothing happens until somebody sells something. Regardless of what is being sold – the next restaurant where you and your special person will have dinner, a new television or one of your products or services – the sell predicates everything that happens from then on out. So what happens when you can’t sell? What happens when you have been working tirelessly for months and months doing what you believe will yield a successful selling situation and yet you still sell nothing?

Many entrepreneurs find themselves in this predicament as they endeavor to grow their businesses and as you might guess, it is utterly frustrating. While we can all agree that this is not the energy you want surrounding your business, if you happen to be one of those who’ve yet to master selling conversations, this may be exactly what you experience on a consistent basis.

I happen to be of the opinion that your next client is closer than you think. In fact, I think that if you follow the five simple steps outlined in this article, your next paying client will materialize in days. Don’t believe me? Give these steps a try:

Find out what they’d pay anything to fix – the universal law of business corroborates the statement that nothing happens until somebody sells something. But it suggests that the sale is predicated by a problem that needs to be solved. If people only buy to fill a need or solve a problem, what need or problem would your ideal clients pay anything to fill or solve? Knowing their problem is the key to creating Client Magnetic Marketing. Brainstorm all of the problems that you solve, and then find the one that is there top of mind, tossing and turning at 3 am problem and build a solution around THAT.
Focus on the transformation – most business people are so focused on the steps and jargon and technical step by step processes that solve the problem of their client that they fail to show the result, outcome or transformation that one who buys their product or service will get. If you begin to focus on the problem they have and transformation you provide when you speak to prospects, they will start to pay attention and eventually they will even open their wallets. You see, the problem is so big to them that they can’t think only in terms of the solution so your marketing has to include both if you want them to take note of what you’re offering.
Go to where they’re already hanging out – if you go to where your ideal clients are and focus on the problem they have and transformation you solve, the law of averages say that someone will buy. I’m just saying, it is sometimes the simplest things that go undeveloped. So, where are your ideal clients gathering right now? Are they in a group or association? Do they frequent a particular type of event?
Give them multiple options – when you only have one option for them to work with you, you create a “take it or leave it” scenario and most will leave it. If you present several opportunities to get great results from working with you and those options represent multiple budgets, you will usually get them to take you up on one of them, which will allow you to close more clients.
Ask for the sale – I know this seems like a no-brainer, but many people go through the trouble of sharing the value and blah blah blah, only to never ask for the sale. They assume that people are just going to tell you that they want to work with you every time. While I believe that sometimes people will just come right out and tell you they’re ready, especially when you learn how to create compelling selling conversations, more often than not, you will have to ask them if they’re ready to work with you. You can only get a yes if you ask….

Posted in Blog, Darnyelle Speaks | Tagged achieving your goals, attracting ideal clients, Building a six figure business, Business coach Delaware, Charging what you're worth, darnyelle a. jervey, growing your business, Incredible One Enterprises, Marketing systems |

No I Don’t Offer Discounts – Strategies for Detracting Non-Ideal Clients

Posted on March 20, 2012 by Darnyelle Jervey

One of the common challenges that business owners face is getting past those I like to affectionately call “Pookie.” Pookie, quite simply, is anyone you know who is a non-ideal client. Hint: If they come into the business relationship expecting a discount or a hook up, they’re a Pookie. If they haggle with you on the price or make you a counter offer for your valuable product or service, they’re a Pookie. Call them what they are and be honest with yourself because we both know you don’t really want to work with anyone who doesn’t value the contribution you’re making to solve their problem, right?

You see, when you’re just getting started in your business, or you don’t have the confidence to charge what you’re worth based on the problems you solve for your ideal clients, for the sake of having some business, business owners will make concessions and discount their products and services just so they can make some money.

DON’T DO THIS! You see, once you “hook” Pookie up with a discount, you immediately de-value your services. It doesn’t matter what you try to say later, all Pookie can think of is that he/she once got it for much less than its value and that is not the way to grow a business.

Can we be clear, as an entrepreneur, you solve problems for ideal clients for profit. Period.

As a business coach, I am always uneasy when I hear business owners try to justify why they are not charging what they’re worth. Now, in defense of those who don’t know any better, I am talking to those who are clear on what they should be charging much more than they charge but because of fear, they don’t charge it. You know who you are. You see, they believe that people won’t pay their rates. And, you know what, they’re right. If you don’t believe the price is worth the product or service and expertise you offer, neither will they.

It’s sad really. I have spoken to countless audiences filled with business owners trapped in what I like to call the “but something is better than nothing” syndrome. (In full transparency, I will admit that there are a few times when discounting your products and services is acceptable, BUT more than likely, business owners are not discounting to reduce inventory on products that are collecting dust, instead they are fear-based pricing their offerings because they lack belief that they are worth more.)

People get their knickers in a knot when it comes to pricing their products and services based on the value because the product or service solves a major problem for their ideal clients. Even when value pricing your products and services, you still need to know what you must make to make performing the service worth it to you. For example, if your overhead to do a job is $5,000 and you know that you want to make a profit of 15% per job, your base line price, before you add in any of the valuable service additions you offer should be $5,750. So pricing the proposal at $4,500 so that you get the job is scarcity mindset based and even if you win, you’re energy is going to be so low that you won’t perform the job based on the level of excellence you want to be known for. As you can see, it’s a vicious cycle.

Instead, I recommend getting crystal clear on your ideal client. One who truly sees you as the solution to their ongoing pain-filled problem. One that they are ready to pay whatever it costs to fix once and for all. This is hard for most business owners, in fact identifying your ideal client is one of the hardest, most misunderstood concepts in business. But it is also one of the most essential.

After you get clear on your ideal client, get clear on the top-of-mind, specific problem that they are ready to pay to solve. The bottom line is this, if the problem isn’t keeping them up at night, they may not be ready to pay for a solution or they may be looking for a cheap fix. Well, if your products and services are a Mercedes Benz, you can’t go hanging around people who love to drive a Kia.

Next, determine the right price that an ideal client with the specific problem that you solve would have to invest in order to take possession of the product or service about which they are inquiring. Be sure to be clear on what it takes in your time plus sub-contractors to do the work and include any overhead or other applicable expenses to completing the work. Be sure that when you look at the number, you feel good about it too.

Lastly, create marketing that lets them know that you know who they are (because you got clear on who they need to be to invest in your products and services right now) and you know their top of mind, specific problem (because you focused on what they need and want not what you think they need and want.) If you create your marketing the correct way, they will come to you.

If your marketing is problem based and speaking to the right audience, you will find yourself saying, “No, I don’t offer discounts” seldom. Now, you may opt to incent your prospect to seal the deal. An incentive is applied after knowing the true value of the product or service and is designed to reward the purchaser for making a “right now” decision. Incentives do not last forever; they usually have an expiration date of 24-48 hours. Think about Macy’s and their one day sales. This is an incentive that they offer to their best customers to save periodically on their merchandise. A one day sale happens on one day, with a bonus preview day to get the savings but if you happen into a Macy’s once the one day sale has passed, you’re out of luck. The merchandise was fully valuable even during the one day sale, but to reward loyal shoppers they offer this incentive for a short period of time.

How can you apply a similar concept to your business? Write your thoughts down.

How will applying these strategies to your business help you to have to stop saying, “No, I don’t offer discounts?” I can’t wait to hear your comments.

©2012 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, MBA, The Incredible Factor Business Coach and Marketing Mentor, is the founder of Incredible One Enterprises.com and the Leverage Your Incredible Factor System® a proven step by step program for more clients, more income and more leverage in your business. For more information and a FREE audio download “How to Use Your Incredible Factor to Attract MORE Ideal Clients” visit http://www.incredibleoneenterprises.com

Posted in Blog | Tagged attracting ideal clients, attracting more clients, Building a six figure business, Business coach Delaware, Charging what you're worth, darnyelle a. jervey, growing your business, Incredible One Enterprises, Marketing systems |

How to Focus on Top-of-Mind Problems of Your Ideal Clients–Darnyelle A. Jervey

Posted on March 6, 2012 by Darnyelle Jervey

As a business coach and marketing mentor, there is ONE strategy that I share at least once a day with my clients: The Universal Law of Business. This law, which is a core principle in my Client Magnet Marketing Success Formula, states “Find a group of people who have the problem that you solve and that are ready right now to pay for a solution to the problem.” Where most entrepreneurs go wrong is that they don’t focus ENOUGH on the problem that their ideal clients, what I call your audience of one, have. Or, they don’t ensure that the problem is one they would be willing to pay for a solution to. Either way, if you don’t focus on THE problem, you are not going to be in business very long.

Instead, the average business owner turned marketer focuses on the solutions they offer. And more importantly, the benefits and features of that solution. The problem with that strategy? Most consumers are so consumed with the problem, that they don’t recognize the solution when they see or hear it. Which means no traction for your marketing in the crowded marketplace.

My recommendation is to instead focus on the problem, the first and most pressing top-of-mind problem, of your ideal clients. Why? Because this problem, the top-of-mind one, is keeping them awake at night and they are in so much pain that when you market to it, they will pay top-dollar for you to stop it. Because they are conscious about this problem, and it’s all they think about when they finally see marketing that is focused on it, they start to feel relief.

Period. Sounds simple, doesn’t? It is simple, unfortunately, for most entrepreneurs it is very challenging. When you’re an expert, it is difficult to see past what you know and as a result you focus on what you believe they need instead – a solution. While that is true, focusing on the solution in your marketing is the last thing that will get their attention and allow them to see you as their problem solver. You see, when you think solution, you naturally think full throttle and robust complete solution to EVERY problem they could possibly have.

Don’t do this. Focus on only the top-of-mind problem until it’s solved. Every problem once solved creates a new problem. So, if you position your marketing correctly, you will be solving their problems for life and that is exactly where you want to be.

One of the best strategies you can implement to help you with this “I can help them solve them all” syndrome, is to focus on the top-of-mind problem first.

Ask yourself, what is the first, top-of-mind problem of my ideal client? Now, in order to answer this question succinctly, you’re going to have to have created a detailed client profile. Assuming this has been the case and you know exactly what ails them, what is that first, top-of-mind problem? Write the answer down.

Next, ask yourself, how do I know that THIS is their first, top-of-mind problem? You want to be sure to validate your thoughts by asking some of your ideal clients to make sure you’re on the right page and not busy creating what you think they want again. This is important so that you don’t waste valuable time on creating solutions that they aren’t yet looking for.

Then, ask yourself what can I provide them that will offer a complete solution to this first, top-of-mind problem? Write the answers down. Brainstorm, you want to list out every possible way that you can provide them a complete solution to this one, top-of-mind problem. This is the first product/service/program you must offer to your ideal clients.

Next, ask yourself, how will I know that this solution is what they needed to their first, top-of-mind problem? Your goal here is for your response to be focused on getting client testimonials about the value gained in having you solve their problem. You want to find out how solving THIS problem will make a difference in their life. You want to evoke emotion on this one.

Once you get that answer, you can move on to the next problem and answer the questions above again as needed until you have created a progression of problem-solving products and services for your ideal client. This progression will become the body of your work.

Keep in mind that the top-of-mind problem more than likely will be in one of the following five categories: health, identity, wealth, relationships and life balance. If your products and services don’t fall into one of these five, it is quite possible that your problem is getting clear on how to apply the universal law of business to your business.

To learn more about how to create client magnetic marketing, visit Incredible One Enterprises where you can learn about our upcoming event, Client Magnet Marketing Secrets.

Simple Strategies to R.O.C.K. Your Brand – One You Can Believe In and One They Will Seek Even When You’re Not Looking — Darnyelle A. Jervey

Posted on January 31, 2012 by Darnyelle Jervey

In a recent discussion in a class I was teaching about marketing strategies for social media, I was asked whether it was a good idea to keep your personal page separate from your business page. My response may or may not surprise you, but I said that I believe that you should have both a personal page and a business page but you should expect to be cognizant of your brand on both pages because others in the marketplace will not separate the two. They see life and business co-existing as they should because they are interconnected and you are you all the time in both venues.

Once you enter the public domain, you have to recognize that there isn’t any separation. Public figures are seen as such and everything that they put into the universe is being viewed as a sum total of their brand equity. While you can monitor how much private information you share, you should expect personal information to be consumed at the same rate as business related information.

Because a brand is how you illustrate your beliefs, confidence and esteem to others through your image, information and influence, it is important to be clear that personally and professionally you are one. I think it is also important to mention that you are your brand – your name, period. Your products, services, companies are sub-brands of you, the main brand. A lot of entrepreneurs and small business owners miss this and as a result they struggle to send a clear brand message into the market. And most importantly, please know that a brand culminates into an experience.

It is possible to ensure that you maintain an image that you can be proud of and one that can advance your positioning and market capture abilities. I have 5 simple strategies that I will share with you now to help you do just that:

R – realign your personal vision with your professional vision, image and goals.To do this, you want to take the time to think about your brand. Initially you want to define your brand so that you can prepare to unleash it. To define your brand, get clear on what makes you unique from others in the marketplace. I say start by writing down the words that you feel represent who you are and desire to be in the market. Then you want to expand on your initial definition by creating power statements that include the words you’ve determined must be a core part of your branding strategy. Lastly, be sure that you are ready to do the work; to be the brand you desire by clarifying internally that alignment is present.

Ask yourself:

1. What is the vision of your brand?
2. What is the mission of your brand?
3. How will you know that you’ve accomplished the vision and mission of your brand?
4. What are the five words that best describe the brand I want to represent to be seen as my truest, most authentic self?
5. When my brand is as I’d like it to be, how will I feel?

O – organize people, places and events that will support the brand you’re building. Associations can make or break your brand so be clear about how others affect your position and do not be afraid to disassociate from those who are unworthy of being connected to your brand.

Ask yourself:

1. Which organizations should I join to further establish my brand imprint?
2. What events should I attend so that I can extend my brand?
3. Who are my centers of influence and how do they affect my brand?

C – create an emotional response for others through your brand so you can grow your brand position, create brand equity and deliver your brand experience. To make your brand real for other people, your goal MUST be to create an experience for them through how you offer yourself, content, etc to them in the marketplace. One of the things I do, is to imagine my brand as if it were content…what tips, advice and title would you give it so that it creates an experience for the receiver of the content?

Ask yourself:

1. What about your brand creates an experience for others? How can you do more of that?
2. How will you articulate this to the market?
3. Who will benefit the most from your brand?
4. How will you reach them?

K – know the big reason why your brand must be visible by asking yourself the following questions:

1. What does your brand stand for?
2. Who do you want to be known as?
3. What do you want to be known for?
4. Why is it important that others get this message from you?
5. What will happen when they hear and receive your message in their lives?

When you have a powerful brand, your company and your name will become one in the same, there will be no separation (This is your goal.) Don’t be fooled, people are looking at your overall image: hair, clothes, shoes, makeup, presence, website, business card, brochure, emails, etc. They’re taking it all in and from your presence, deciding if you are worthy of their business. 55% of an exchange is based on your appearance; 38% of an exchange is based on your tone of voice and behavior; and 7% is based on the words you actually say.

To ROCK your brand, truly ROCK it, take the time to answer the questions I pose above and focus on creating consistency online and offline so that you can be clear in the way you represent yourself personally and professionally each and every day.

Posted in Blog, Darnyelle Speaks | Tagged attracting ideal clients, Building a six figure business, business branding, Business coach Delaware, Charging what you're worth, darnyelle a. jervey, growing your business, product branding |

3 Simple Strategies for Creating Movement Based Marketing to Grow Your Business–Darnyelle A. Jervey

Posted on January 17, 2012 by Darnyelle Jervey

As we celebrate the legacy of Dr. Martin Luther King, Jr. and honor the work he did for civil rights in the United States, I can’t help to pause and pay homage to the marketer that he was. Yes, I said marketer. I am fond of saying that we are not in the business we think that we are in; we are in the business of marketing our products and services. His product was civil rights and equality and he marketed that product with what I like to call “movement-based” marketing. He was able to inspire a group of people to take immediate, consistent action because he positioned himself as a problem solver. He aligned his message to his marketing and created a movement.

A leader is someone who has people following them. As a business owner, you are a leader if you are able to create a product or service that solves a major problem for others and then they will want to follow you to get the solution. While that last statement isn’t news to any business owner, the way in which you go about getting people to follow you should be more experiential if you want to work smarter and not harder to grow your business.

Answer this question for yourself: how would your business be different if you aligned your message to your marketing and created a movement…a group of dedicated clients who attend your events, buy your products, and enroll in your programs? Now this one: how would you be different if your business became a message…a defined strategy for moving people to a level of transformation using your products and services?

In the last four years, I have built my business by creating experiences with my clients, students and prospects. I’m clear that this strategy is the reason we are so successful. To help you begin to do the same with your business, I have three simple tips for you. Take the time to do the corresponding assignment so that you can be one step closer to creating your movement based marketing.

1. Clarify your message. You can’t create a movement without something worthwhile to say. So, think about your vision and mission of your company and take the time to answer the following questions:

What does your company do?
How does your company do it?
What happens when you do this over and over?
How are others changed when your company does what it does consistently?

2. Clarify who cares about your message. When you are clear about who wants to hear what you’ve got to say, you’re on your way to create a platform and from your platform you can begin to move the crowd into consistent action toward your ultimate goal for them.
Questions to answer:

Who do I know who is concerned about the problem I solve?
Where do they congregate?
How would they like to be told about the solution to their problem?

Knowing the exact person that your message is for is key to building a sustainable movement based business.

3. Create a plan for disseminating your message. Plan out when, where and how you will share your message with the audience that wants to hear it. This is your marketing strategy. Engage people who can help you get your message to people who you don’t know that are just like you so that you expand the reach of your message in record time. Do that now, what is the next step you must take to advance your business?

You are a leader. People want to follow leaders who care about transforming the lives and businesses of those who have major problems and have effective solutions to those problems. What are you waiting for?

Posted in Blog, Darnyelle Speaks | Tagged attracting ideal clients, attracting more clients, Building a six figure business, Business coach Delaware, Charging what you're worth, darnyelle a. jervey, growing your business, Incredible One Enterprises, Marketing systems, Movement Based Marketing |

5 Things You Must Do to Unleash Your Incredible Factor in 2012–Darnyelle A. Jervey

Posted on January 3, 2012 by Darnyelle Jervey

It’s 2012 and everyone is focused on making this their best year ever. I don’t disagree with you; in fact, I wholeheartedly endorse and recommend that you look closely at your goals and your plans and ensure that you have covered all of your bases. Your success this year could depend on it. As you look at your list, it is my recommendation that you use this article and the assignments that accompany it to help you ensure that you are primed and positioned to change lives with your brand, business, message, products and services this year.

At the top of each list, there are consistent tips and strategies that I recommend. This year, being no exception, I created a list that I believe will elevate your Incredible Factor if you commit to doing the work from day one.

1. Make a non-negotiable decision. Yes, make the decision, which takes action, to do something unconventional, something that may ruffle feathers of others but something that will solidify your brand and allow you to stand out. Gone are the days of entering your industry as a carbon-copy of whoever is on top. Today, in 2012, it is necessary that you carve out your own niche.

Early on in my business, I struggled with this. I thought it would be easier to be a carbon-copy of others in my industry, but soon found out that I became easily replaceable. In making this non-negotiable decision to do something different, set a goal to determine what “it” is in the first quarter of this year. That way you can create the strategies to use the rest of the year spreading your message to the masses you were called to reach.

Questions to ask yourself to apply this tip to your 2012:

What makes me different from the others in my industry?
What would my previous clients say was my defining strategy/content/etc?
When I make this decision and ultimate goal, what will I have to do to ensure that I see it through to completion this year?

2. Upgrade your ideal client. Many of you are trying to serve everyone, mainly those who can’t afford your expertise and wondering why your business is not growing. As you set a new goal, you must ask yourself, who “I must be to attract clients who can pay me at this level”. You’ll realize that when you upgrade your business, so must your client base, your circle of influence, your products and services – everything must upgrade as well. To upgrade your ideal client, it’s going to take time, strategy and marketing that is experiential in nature so you create an emotional response with your prospects that tells them that if they plan to solve THAT problem, they need you.

Questions to ask yourself to apply this tip to your 2012:

What is your 2012 income goal?
Who must you attract to achieve this goal easily and effortlessly?
How must you market and what must your marketing say to attract the type of clients who will choose to work with you this year so that you achieve this goal?
Who must I become to attract the kind of clients who will gladly pay my rates?
What must my brand message and positioning be and reflect to attract clients at my upgraded level?

3. Shift your Circle of Influence. It’s been said that if you’re not going where you want to go, it’s because you’re following people who can’t help you to get there. Your circle of influence includes your family, friends, colleagues, associates, mentors, etc. As you review this list of people, it’s important that you complete the “Inspect the Incredible” process, checking the Incredible levels in the people whose company you keep. Here’s my simple legend for determining who should get some of your time:

List the 5 to 7 people that you spend the majority of your time with.
List the colleagues, etc. that you spend time on the phone with or networking with on a consistent basis.
As you list them, go back over your list and apply a + – or /+ = they make you feel like you can fly, they support you in any way that they can. -= you dread seeing their name come across your cell phone. You frequently send them to voice mail and make excuses to avoid commitments with them. /= you feel indifferent about them, they could go either way but they are neither consistently.

By now I know you’ve guessed it – + means they get to stay; – minus means you should reduce or eliminate time spent with them and / means you need to decide the kind of impact they are having on your life. Hint: / if they are a slash, they usually are more negative than positive.

A great way to shift your circle of influence is by joining a mastermind group lead by a proven expert or leader in offering transformative results to their clients.

Questions to ask yourself to apply this tip to your 2012:

Who do I want to spend time with so my life and business are a reflection of my 2012 goals?
Who do I currently attract to my life? Why? What in me needs to change in order to attract more quality people?
If I started to attract people who are where I desire to be, what would that do for my life and business?

4. Get a coach or mentor. Okay, let me be clear – if you could do it, it would already be done. 6 and 7 figure entrepreneurs don’t reinvent the wheel, they follow systems that work and they are usually found with qualified coaches and mentors. I got my business to multiple 6 figures on my own but to take my business to millions, I recognized that I needed guidance and support at another level. The truth is, you don’t even have a clue what you don’t know that ultimately impacts your success, it is best to locate a person who can cut out the extra steps and lead you to the breakthrough and results faster than you could on your own. Now, it will require a mindset shift in order to make it happen. You must look at it as an investment not an expense. Investing in yourself and your business through other qualified coaches and mentors is what will allow you to upgrade your clients, raise your rates and change your lifestyle.

Questions to ask yourself to apply this tip to your 2012:

What is my ultimate goal for my business in 2012?
What is my income goal for 2012?
What amount have I budgeted to invest in my personal and professional development this year? (My recommendation is at least 10% of your income goal for 2012)
What do I need most to achieve my ultimate goal for 2012?
Who do I know and resonate with who has proven through their own consistent efforts is accomplishing what I desire to accomplish?
What am I looking for in a coach/mentor?
Do the members of my inner circle have coaches and mentors? Who do they recommend? (If they don’t they probably need not be in your circle)

If you are unsure after answering these questions, make it your goal to attend an event of being sponsored by a prospective mentor or coach to learn if they are a good fit or can take you to the next level.

5. Take consistent action. The only way to Unleash Your Incredible Factor in 2012 is by taking inspired, consistent action. You must do something each day to influence the success of achieving your goals for the year. And you must also check yourself by consistently asking, “Is what I’m doing right now getting me closer to my 2012 goal?” Whenever the answers is no, you must immediately stop, delegate and get back on task. When you take steps each day toward completing your goal, you will achieve them.

Here’s to Unleashing Your Incredible Factor in 2012!!

Posted in Darnyelle Speaks | Tagged attracting ideal clients, attracting more clients, Building a six figure business, business branding, Business coach Delaware, business coaching, Charging what you're worth, darnyelle a. jervey, grow your business, growing your business, ideal clients, Incredible One Enterprises, marketing, Marketing systems |

5 Quick Tips for 2012 Planning Your Year in Advance to Solve More Problems For Your Ideal Clients–Darnyelle A. Jervey

Posted on November 29, 2011 by Darnyelle Jervey

Retailers do it and if you want to stand out from the crowd in your industry, you must begin to do it as well. Of course I’m talking about planning your year in advance through a strategic alignment of your core business goals with the needs of your ideal clients.

Let’s be clear, if you want to be able to pull this off, you MUST be crystal clear about your potential client’s needs and wants.

You must know their challenges, setbacks, frustrations and you must know what they want instead. Your success is assured when you can offer new products and services that satisfy your clients needs and wants.

As an example, if you are a personal trainer and you’re looking ahead to next year, you must anticipate the challenges of your ideal clients. You must be preparing to introduce a weight loss program that is easy, flexible and consistent so that they lose the 10 pounds they put on at Christmas and the 20 pounds they gained before that.

Anticipating the needs of your ideal clients can be simple when you are clear about your “audience of one.”

Imagine for a second being in a crowded room attempting to converse with someone on the other side of that same room; it would be challenging to say the least. That is most likely how your marketing is being received by your ideal clients until you get into their heads and understand what they must have to solve their problems.

As soon as you get clear on the one type of person that has the one problem that you solve, it becomes like this: when you have an audience with them, the conversation and exchange would be life changing for them. After you clarify who they are, and the problem they have, your goal is to create products and services that are a complete solution for them. Makes sense, right? Then you must strategically make them available over the course of the year so that they perceive you as always having exactly what they need exactly when they need it. It’s almost like living in their heads….being able to tell where they are in the cycle so you present the right option at the right time.

And when you do this effectively, you will build clients for life

To help you to use this strategy to plan your products and services in advance, I have a few suggestions:

Take the time to understand your ideal client in full detail. Doing this will increase the success of your business and ensure that you always have people ready to pay you for a solution to their problem.
Create a “problem cycle” of your ideal clients. What is the ultimate solution that they’d love to encounter? In order for them to get that solution, what challenges or problems must they be experiencing? As you list each problem, list the counter problems that can occur as a result of the first problem. Then, list them in order as they should occur. As an example, my ideal clients ultimate solution is to create a thriving 6 figure income while doing what they love. A few of the problems they’d encounter on the way to this solution include: clarifying their ideal client, creating valuable packages of their products and services, setting prices that show their expert status and offer incentives to their clients, create marketing sequences that will help them to reach more of their ideal clients. Of course there are more, and of course, we’ve created products and services that offer the solutions to those problems.
After you create the “problem cycle” create a solution continuum so that for each problem they encounter, you have the solution.
Take the solution and determine what format you will offer it in – a group program, a home study, a live event, private consulting or coaching, etc.
Create a schedule for when you will offer the solution in the format you decided over the course of the next year and stick to it.

BONUS: Create the marketing to accompany each solution.

Through strategy and implementation, you can plan your year in advance and you can serve more of the right now problems that your ideal clients have while creating a strategic plan to grow your business.

If this article has been helpful, please leave a comment below. If you require assistance in order to create your year in advance, consider a business breakthrough strategy session.

©2011 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, The Incredible Factor Business Mentor and Coach, is the founder of Incredible One Enterprises.com and the Leverage Your Incredible Factor System® a proven step by step program for turning your passion into profit. For more information and a FREE audio download “How to Use Your Incredible Factor to Attract MORE Ideal Clients” visit http://www.incredibleoneenterprises.com

Posted in Blog | Tagged attracting ideal clients, business coach, darnyelle a. jervey, growing your business, ideal clients, marketing |

How to Use Public Speaking to Grow Your Business–Darnyelle A. Jervey

Posted on November 15, 2011 by Darnyelle Jervey

As a business and marketing coach, I am often asked what is a sure-fire way to attract more clients, and my answer each time is by speaking.

When you’re at a speaking engagement where your ideal clients are you can then help them to understand that you have the solution to their problem. Through a well prepared signature talk, you can offer them the opportunity to deepen their experience with you and add new clients incrementally every time you speak.

Speaking helps build creditability. Your products and services give you a presence in the marketplace. When you learn to leverage your presence by speaking about your business, you offer your prospects an opportunity to experience what it would be like to work with you on a more constant basis. In fact, I encourage you to take every opportunity to share information about your business.

Go to your local Chamber of Commerce, Rotary, Jaycees and other networking types of groups and ask to speak at their meetings. Year after year, I speak to groups of 20-50 people and because of the content I share, many of them decide to attend my events, join my mastermind programs or become private clients. Your ideal clients are attending networking events and they are looking for a solution to the problem they have right now.

Not sure how to craft your signature client attracting talk? Here are a few tips:

Create a powerful introduction

Crafting three to five client magnetic marketing questions will help you to immediately engage your audience and help them to realize that you understand their problems. You might also want to share a powerful story or poem that is relevant to how you came to be the expert that you are so that you can create vulnerability with your audience. Remember that in order to feel comfortable enough to take the next level with you, they have to feel like they know you, they must trust you and of course, it goes without saying, they have to like you. When I speak, I recite my most powerful affirmation which happens to rhyme while telling them all about me….it always goes over very well.

Position their pain in your promise

When you highlight their pain in such a way that your promise becomes the obvious solution, they will be on the edge of their seats to learn more. And positioning your promise can be easy, identify 3 to 5 simple strategies that will get them closer to their ultimate result and you’ll be golden.
Share testimonials from satisfied clients

Case studies and testimonials help your listeners to see you as the solution to the problem. You always want to weave these stories into your message to sell who you are and how you help your ideal clients without being a used car salesman. When they know that others who have been where they are found a solution in working with you, they will feel inclined to learn more about how you can do the same for them.

Repeat what’s essential that they take away

Remember, repetition is the mother of skill. Key learning objectives should be repeated in a few different ways so your listeners can be clear about how you can help them solve their problem

Smile and incite laughter

You’re probably going to be tense if you’re not a professional speaker. Tell a related joke, be yourself and show your fun side. Loosen up. No one wants to work with a stick in the mud. Remember, 1 minute of laughter boosts your immune system for 24 hours. Your Incredible Factor is magnetic and engaging, be sure that your communication style reflects that. You want your ideal clients to know that not only will you solve their problem, but they will have a good time while you’re doing it!