Meet Marie Forleo – Creator of Rich, Happy & Hot B-School
May 3, 2012
I’ve wanted to interview Marie for a long time. I was happy to hear her whole back story and get to know her better and I’m delighted to introduce her to you. I haven’t met her in person, but I know that when I do we’ll be friends instantaneously. :) I LOVE MarieTV. Her weekly videos are fun and clever, and to top it off Marie is incredibly business savvy. Want to see Marie for yourself? Check out her latest videos here. – Michelle
Name: Marie Forleo
Location: NYC, Los Angeles, Sag Harbor and worldwide
Education: Graduated Valedictorian with Business Degree, Seton Hall University
Professional Background/Brief Summary of your Start Up:
My journey started out on the floor of the New York Stock exchange as a trading assistant on Wall Street. I knew in my heart that I was meant to do great things in the world, but I didn’t know exactly what “job” that was. My only clue was that I was passionate about business, and I was very creative. I got gigs in publishing - on the advertising side of Gourmet Magazine and then on the editorial side of Mademoiselle Magazine.
While I was grateful to have work, I was also deeply unsatisfied. One day, I stumbled upon an article about a new profession (at the time) called life coaching. Something inside my heart lit up. But I was afraid because who in their right mind would hire a 23 year old life coach?! Immediately, I signed up for a three-year intensive training program to learn life and business coaching. I kept my day job at the magazine, but studied coaching at night.
About six months into my coach training, I got a job offer from Vogue. That was my proverbial fork in the road: do I keep my safe job in the fashion publishing world or quit and start my own business? I quit and have never looked back. Here’s a timeline that makes the rest easy to follow.
- 2001: Quit my publishing job, started my coaching business
- 2003: Kept coaching, but also became an MTV hip-hop choreographer/producer
- 2005: Kept coaching, also became one of the world’s first Nike Elite Dance Athletes
- 2006: Kept coaching, wrote and self-published my book Make Every Man Want You
- 2006-2008: Created 4 top-selling fitness DVDs
- 2007 – 2008: Created my first digital training programs, sold my book to McGraw-Hill (now in 11 languages)
- 2009: Launched the first Rich Happy & Hot Mastermind, Virtual Coaching Program, and Live Event
- 2010: Tony Robbins interview released; starting to experiment with video blogging, launched Rich Happy & Hot B-School (online business education & mentoring program)
- 2011: Flew to South Africa with Richard Branson to work with Virgin Unite, partnered with Urban Zen for RHH Live, launched MarieTV.com
- Today: We’ve built a multi-million dollar company, our team has grown to 10, we have a community of over 50k women entrepreneurs and the sky is the limit.
What you wanted to be when you grew up:
I was always multipassionate! I wanted to be an artist, animator, dancer, actress, writer, fashion designer, teacher.
What you are:
I often say if Tony Robbins, Richard Branson, Oprah and Jay-Z had a love child, it would be me.
That’s because I’m part business strategist, part marketing maven and part spiritual ass-kicker with a side of hip-hop swagger.
Through a bestselling book in 11 languages, tens of thousands of subscribers in 188 countries around the world, 4 top selling fitness DVDs and a weekly online show called MarieTV that’ll make you laugh so hard you’ll snort your soy latte, I help people dream big and back it up with daily actions to create measurable results.
My fancy bio:
Marie Forleo is a marketing and lifestyle expert who inspires countless individuals to live Rich, Happy & Hot™. She reaches over 50,000 readers in 188 countries worldwide with her weekly videos and newsletter, and leads dynamic training programs that teach individuals to succeed in business and life.
Marie was recently interviewed by Tony Robbins for his DVD program The New Money Masters and mentored young business owners at Richard Branson’s Center of Entrepreneurship in South Africa. Her bestselling book, Make Every Man Want You: How To Be So Irresistible You’ll Barely Keep from Dating Yourself is published in 11 languages. Through Marie’s Change Your Life, Change The World® initiative, each for profit training program is tied to a non-profit partner who supports women, the environment and entrepreneurship. She’s been featured on Oprah Radio, The Wall Street Journal, The New York Times, Fast Company, Glamour Magazine, Self Magazine and The Rachel Ray Show.
With loving yet wisecracking advice, Marie inspires tens of thousands to take charge of their success and happiness by boosting their business skills, shedding BS excuses and injecting massive amounts of fun into each day.
Company Website?
www.marieforleo.com
What inspired you?
I started my current business for three reasons:
1. There’s a huge gap in the market for modern online marketing and business training that’s both hard-core effective and hard-core fun.
2. I believe the world will fundamentally change the more women become economically empowered. When women live rich (in every sense of the word – financially, emotionally, physically and spiritually) everyone wins: you win, your family wins, your community wins, and the whole world wins. I want to help make that shift happen.
3. Many female small business owners have a negative association with marketing. They see it as slimy, non-ethical, aggressive or pushy. This mindset keeps women earning less and struggling.
I see marketing not only as a vital skill for small business success, but more importantly as a vehicle to create art, connect deeply with and serve others, and to make the world a better place.
I want to change how small business owners, and women in particular, think of and feel about marketing. It not only helps women get the results they want, but marketing brings out our best human attributes: true listening, compassion, honesty and a spirit of service.
How long have you been in business?
The early parts of it were started back in 2001.
How did you fund it?
Hustle, drive, and many jobs on the side! And getting the word out about my business was all word-of-mouth. My goal was getting everyone (dogs & grandmas included) on my newsletter list. I was a bartender at night to fund my business, so when anyone asked me what else I did, I told them about my business and got them on my email list!
Do you have a Fairy Godmother (or Mentor)?
I have incredible respect for one of my mentors, Richard Branson. We all know he’s a brilliant business person and philanthropist, but what impressed me most happened out of the spotlight, when I spent time with him in South Africa. I was there to work with Richard and Virgin Unite by mentoring young entrepreneurs at The Branson Center of Entrpreneurship. During our down time at his African retreat Ulusaba, Richard spent time just hanging out. Not once did take out his Blackberry. He was fully present, warm and open. He treated each and every person, from his guests to his staff, with the same level respect and care.
Current Business Challenge?
Wanting more hours in a day.
What are you doing about it?
Honestly, we’re pretty efficient with our time. For our team it’s just about managing growth and being extremely selective about what we say yes to.
Favorite motivational quote:
It’s my own 
Everything is figureoutable. That motivates me and inspires me to solve any problem because I know a solution is out there, or can be created.
If so, how do you balance it all?
It’s all about scheduling and realizing when you’re creating something massive, the idea of “balance” is unreasonable. I’m big on NNT or Non-Negotiable Time. As long as I maintain that, I’m good.
http://marieforleo.com/2011/07/when-you-doubt-everything/
http://marieforleo.com/2012/04/workaholic-relationship-issues/
Favorite book?
The War of Art and Do The Work, both by Steven Pressfield
What do you do to relax?
Ride roller coasters, walk my dog, go to the movies or order in great food with friends.
What are you most proud of?
I’m most proud of the results and real change our company creates in other people’s lives. When I hear about women breaking from from their own limiting beliefs, creating more income and revenue than they ever dreamed possible, and living life on their own terms – that makes me proud.
What advice would you like to offer other Start Up Princesses?
Hustle, have patience and don’t quit! If you have to take on side gigs to fund your business – DO IT. Focus on long-term success, not a short-term ego trip. It’s often hardest to persevere in the beginning, so don’t compare yourself to others. Stay focused on creating outstanding products and services for your customers and, most importantly, commit to mastering the tools of modern entrepreneurship: online marketing, content marketing and word-of-mouth via social media.
Favorite Magic Wand (tool/resource)?
The Google- it’s the world’s best (and free) research assistant!
If you could design a tiara, what precious stones would you use?
Hmmm, I think I’d rather design a ring or a necklace than a tiara! I’ve got a lot of hair so anything else is overkill.
Did I leave something out you would like me to know about yourself or your business?
Our brand is one-of-a-kind for five key reasons:
- Our heart and genuine desire to serve. We’re maniacal about customer service – whether you’re consuming our free content or investing in a paid training. Our market can feel how much we care about their success.
- Collaboration with leading entrepreneurs and organizations to make an impact beyond profit. Richard Branson is a mentor and we work regularly with Virgin Unite to make business a force for good. Russell Simmons, hip-hop mogul and philanthropist, spoke at our Rich Happy & Hot LIVE event, held at Donna Karan’s Urban Zen Center in New York City. We’ve built a well with charity: water and have an ongoing lending team with Kiva.org Through our Change Your Life, Change The World® program, every for profit program has a non-profit partner. Learn more here: http://marieforleo.com/giving-back/.
- An overwhelmingly positive and highly engaged audience. Over 32K Twitter followers, 13K on Facebook and a global community of over 50K women in 188 countries who love to talk and connect on our blog.
- Our passionate dedication to building truly creative, world-class products. We believe that business training and personal development should be hip, fun, and gorgeous to engage with.
- We show women how to fall in LOVE with marketing. Most women think marketing is slimy, sleazy and scammy and that mentality can put them out of business. We teach a modern approach that’s classy and personal. It’s about genuinely understanding and connecting with your customers on an emotional and psychological level to help them lead better lives.
Learn more about the Rich, Happy & Hot B-School go here.
Where My Marketing Journey Began & Why I Need Your Help
April 25, 2012
A note from Michelle:
My marketing and business start was from my friend Karen making me sign up for her marketing class in High School. I was on an arts path (debate, drama, etc.) with my electives, but I decided I could branch out. It was one of the best things I ever did, and ultimately I credit DECA with starting me on the marketing path that led me here: to be a marketing consultant for entrepreneurs and organizations across the country. I competed in the DECA career development conference as a Senior and qualified to the National competition. My year it was held in Anaheim, CA. This year, it’s being held “in my backyard” Salt Lake City. If you are in the area, and could spare a day to mold tomorrow’s business leaders, I would consider it a personal favor to me and I know that day will be electric in the lives of those High School students. That day for me in Anaheim was life changing.
DECA Seeks Volunteers to Judge and Evaluate Business and Marketing Students
In April 2012 DECA will host two International Career Development Conferences in Salt Lake City, Utah – bringing approximately 15,000 high school and college students to the state. These high-achieving, business-minded students will be participating in DECA’s Competitive Events Program in which they will present projects to business professionals or engage in business simulations. DECA offers over 40 different competitive event categories for students to participate in. In order for the conferences to operate properly, over 1,000 business professionals from Utah are needed to judge and evaluate student presentations. Visithttp://www.deca.org/events/
All volunteers will receive breakfast, lunch, free parking at the conference site, and a certificate of appreciation to help document community service hours. If you would like additional information, please contact Shane Thomas, Director of Competitive Events, at shane_thomas@deca.org.
High School DECA International Career Development Conference
Date: Monday, April 30, 2012
Location: Salt Palace Convention Center
Time Commitment: (varies by event) 7:30 AM – 1:00 PM; 7:30 AM – 6:00 PM; 12:30 PM – 6:30 PM
# of Student Attendees: 14,000
# of Volunteer Judges Needed Still: 100
Register as a Judge at: http://www.deca.org/events/
PDF for Judge Responsibility Pamphlet
Will Blog For Traffic – 7 Tips to Increase Your Posts + Traffic – Part 2 In our Blogging Series
April 3, 2012
This is part 2 of a 3 part series on blogging. Check back tomorrow when I’ll share how to make the most of your posts to increase your traffic.
Did you know that sites that blog twenty (20) times a month receive five times more traffic than blogs that don’t? FIVE. TIMES. That’s a lot more traffic. Do you want more traffic to your site?
This month on StartupPrincess.com we’re going to be talking about publishing. Both traditional and digital publishing. Though we’ll mostly be talking about helping you birth your books, we’re also going to talk about blogging for success.
Today I want to share with you some valuable tips that can help you increase the number of blog posts you have a month. Before I share the tips, I want to ask, do you know what kind of traffic you are currently getting on your blog? If not, you should get “in the know”. It’s easy to set up a Google Analytics account for your site, and it provides a great 3rd party resource if someone is asking about your traffic (sometimes the traffic numbers from WordPress or Blogger are unreliable).
Now, onto the tips. Here are the seven tips you can use to blog MORE to increase your traffic.:
1. Keep your posts short and sweet – There is no rule that you have to provide long posts in order for them to be good. In fact, sometimes the short ones are more likely to be read all the way through. When people come to your site and see a long post, they may think, “I don’t have time to read that now,” and they’ll skip it and move on. It will also help you spread out your expertise over a number of posts instead of packing it all into one. Now, obviously, you’ll have some long posts. I’m not saying they all have to be short, but don’t be afraid to put out some quick tip and be done with it. Seth Godin is a master at this. He produces one or two paragraph posts on most days, and they are super high quality.
2. Create a series of posts on a similar subject – Series can be a great way to get people back to your site for a continuation ofinformation. For example, you could do a Four Part Series on ______ (spring fashion, blogging, marketing, discipling children, etc). Tell your readers in advance that you are doing a multiple part series and how often you’ll be updating so that they make it a point to come back. For example, this is a 2-part series on blogging. Tomorrow I’ll be sharing tips for making the most of your blog posts to increase traffic to your site.
3. Invite Guest Bloggers, where appropriate – You don’t have to do all the writing yourself. Invite other people in your field or closely related to your field to produce posts for you from time to time. This has really helped the Startup Princess site. We have 10 Fairy Godmothers that help provide posts and insights. It’s great for us to fill our blog feed, great for our readers to hear from experts and it’s great for our Fairy Godmothers to get exposure through a new network. We also take and post articles from guest bloggers from time to time. (Note though that you will always want to take UNIQUE posts that haven’t been posted any where else. Google will ding you for having duplicate content that appeared somewhere else first.)
4. Create a simple “Interview Series” where you can feature your readers or other experts on your site – We do this in our interviews section. We have a set number of questions that we can ask other Startup Princesses and we feature them on our site. It’s great to get to know and learn from other women entrepreneurs and because it’s a digital interview it’s easy to email off, and easy to upload. Get creative. It doesn’t have to be experts, but maybe a featured reader you can show some blogging love to. I love Allison Czarnecki’s “What’s In Your Purse Series” on PetiteElefant.com (My purse is famous! I was featured during week 50). Also, if the person you feature shares the post, it’s great for your site traffic.
5. Create “columns” that you can easily revisit on a weekly or monthly basis – Maybe you have a Marketing Monday, or a Wordless Wednesday (we’ll talk about this more in #6), or a Success Tip Thursday – you get the idea. Create a couple that make it easy for you to create a schedule and will help you fill your blogging pipeline. It also helps give you a framework so that you aren’t asking yourself, “What should I write about today?”
6. Use images – Images and photos will help you feel like your post is longer, and if a picture says 1,000 words, then it can help you cut down on your word count as well. Though this doesn’t always work for Startup Princess and business blogs. However, having a Wordless Wednesday where all you post is a picture and perhaps a short explanation, can be great for crafters and artistic type blogs. AND, we’ll talk about this more tomorrow, but images should be included in almost every post, if possible. Because of Pinterest, and the way people are sharing pictures online, you’ll want to have a visual that’s easy to pass around.
7. Schedule time in your calendar to write your blog posts – Set a regular schedule for writing your posts and uploading them. If you can get strategic and focused you could write and upload your posts for a whole week in one sitting. I know some power bloggers that blog a months worth of posts in one or two sittings so that it doesn’t feel like it’s something that overwhelms you each and every day. Once you create a schedule and make it a habit, you’ll be able to breeze your way through posts.
BONUS: Number 8 – In all of this remember that quality is more important the quantity. Don’t just produce a bunch of poorly written, inapplicable posts just to hit the 20 post count. You’ll lose readers if you are producing low quality content. If you can’t produce 20 posts a month without cutting corners, then create a consistent schedule you CAN stick to.
Want to take the 20 post challenge? Blog 20 times this month, then share with us how your traffic increased! The winner will receive a feature on StartupPrincess.com & 8 hours of Fairy Godmother magic for free!
Let’s connect! Follow me on twitter. Follow me on Facebook. Check out my free video e-course on Working Smarter Not Harder here.
Michelle McCullough is the Managing Director for Startup Princess. Michelle became a partner in Startup Princess in 2008. She is responsible for event planning, marketing, affiliates, sponsorships and partnerships. Over the past 3 years she has coached women entrepreneurs and helped them grow their businesses from “dream in development” to established thriving businesses. Michelle is a speaker, strategist, success expert and a serial entrepreneur. She started Doodads Promotional Products when she was 19. And has also spent the last 12 years working in marketing and advertising. She’s worked in all aspects of the industry from production to creative and sales to management. On top of her full-time jobs, Michelle has cultivated her love for entrepreneurship by running Doodads as a successful side business. Today it continues to thrive. This year Michelle launched a coaching program called “The Life Balance Myth” to help busy entrepreneurs build thriving businesses AND meaningful personal lives. She believes that life balance is a myth, but she provides practical tools to achieve personal and professional success. You can learn more about Michelle at SpeakMichelle.com. Michelle has two children ages 4 and 2 and lives in Utah.
Are You An Innovator? by Fairy Godmother Jude Anker
April 2, 2012
I’ll be fine…. I’ll be fine… It’s going to be ok. I can figure this out. It’s ok…
Know what? You can do this. Go forward, take a leap. But don’t listen to me, don’t listen to anyone. Just get real with where you are, and gurll… get on with it.
You know what the difference between an inventor and an innovator is? An innovator creates a positive change.
Innovators know the secret to unlocking where there demographic is and serving them into a glossy eyed bliss.
Innovators are my people. I bring products, services and considerate innovation to market. I’m kinda like the mid wife for the delivery of the vision you hold for yourself and your business.
As a business owner and a mother of 2 girls, plus I’m me outside of the mom thing. Oh, and then there’s my hunky husband, and my clients and my friends and my dog that needs to run everyday or he pulls the toilet paper off all the rolls in every bathroom. I’m all that and I know that there are many days when I think, I have been so busy all day I am exhausted, I need to pee, and think of what to fix for dinner, again… But what did I really do? Did I move the needle forward at all?
Thank heavens I have a clear 12 month plan. I created the formula to support product launch and it’s morphed over the years to be a system that I can plug into whatever I am doing and know where I am at all times.
I use this for absolutely everything and I only move forward with plans if it has a place to fit into this formula. When I train my clients on this, they always say, “wow, I have thought I was just a quitter, turns out I just needed a system.”
Twice a year, I offer a 4 week course that goes into detail about how to create your own custom product launch. It has been known to make six figures and even seven figures for those that apply the techniques. And, it’s been know to re-direct the trajectory of a product, that was headed for disaster.
Normally I charge $599 for this course.
But as a special Startup Princesses, offer. You can receive the entire course, plus recordings of all the classes for $299
Email me personally and tell me that you heard about the offer here, on Startup Princess.
Here is what your email must include to receive the $300 savings:
Your name
Mailing address
URL
Facebook, twitter, linked in
email address
The 3 things that are the most frustrating about business
Pay through Paypal, by using my email address Jude {at} judeanker {dot}com
In the note section, write startup
If you include your mailing address, don’t be surprised if you receive something from me.
Sign up now. I look forward to the high fives, hugs and celebrations.
Jude Anker holds that innovation simply isn’t as unpredictable as many people think—that intentional innovation in product development is a systematic process. So much so that she’s currently developing a playbook on how leaders and teams can best ideate, conceive, develop, test, roll out, and improve their new market offerings. With focused expertise in both sustainable design solutions and strategic business planning, Jude has guided both corporations and independent inventors, including Little Giant Ladder Company, Connor Sport Court, BullFrog Spas, and Soul Pole ski and trek poles. A true connector, Jude offers a network of potential resources and specialized talent via her relationships with proven vendors in the areas of product design and engineering, business banking, IP law, PR, marketing services, and website design and development.
Life Balance is a Myth – Two Nuggets You Can Use Today For Greater Fulfillment
March 21, 2012
Life balance is a myth.
I learned this the hard way. Perhaps you can relate. I had baby #2 while I was running 3 businesses from home. When you’re a solo entrepreneur there’s no such thing as “maternity leave”. Sure, I had sent a bunch of tasks to my assistant, and outsourced some projects, but I had to get back into the swing of things really quick.
And I just never felt “back into the swing” of anything. I went in search of life balance, and it turns out, the more I strived for balance, the less in control I spent. It’s just not possible to spend as much time with your family or on your social life as you spend at work. If you have a full time job. And it’s just not possible to spend as much time working, when you have a newborn baby.
I gave it up. All of it. I gave up looking for balance or trying to FEEL balanced. I gave up beating myself up when things didn’t go the way I thought they should. I gave up balance, and found something so much better.
I can’t share all my juicy nuggets in one post, but let’s start with these two:
1. Comparison = Despair
My greatest sadness came when I was comparing myself to other women in business. ”They have more kids than I do, and they seem to make it work.” or “She’s prettier than I am, no wonder she’s more successful.” or “How did she get so popular so quickly?!” My list of comparison thoughts goes on and on. Truly, your path to fulfillment is just that: YOURS. What works for you, will not work for someone else and vice versa. We will always find fault in ourselves as we compare ourselves to others. Chat your course. Listen to the whisperings you receive about YOUR direction and go confidently that way. Your life may not be picture perfect but it’s exactly as it’s supposed to be.
2. Forget about balance and think in terms of PRIORITIES
Danielle Laporte said something to me once that hit me to the core. ”It’s not about balance, it’s about priorities.”
A light went on. A burden lifted from my shoulders. My entire consulting practice changed. I created a system for myself that was about priorities, and not about balance, and my results were phenomenal. I doubled my business in 2011, I lost 40 pounds, I increased my paycheck, I dropped one business that wasn’t my core passion and added another business that was truly me. Most importantly, my relationship with my husband, children and friends improved.
When we think about balance, with think about a constant state of peace in our lives where everything feels perfect. It just doesn’t exist.. When we think in terms of priorities and give ourselves permission to let our priorities change, we’re able to focus on what’s most important that day, week or month.
Once I finally gave up on having balance my whole world changed, and so did my coaching program and my approach to consulting clients. My clients love me for it, and I want to share this wisdom with all of you.
I’ve created a 2 video e-course called “Working Smarter, NOT Harder“. The principles in this video series are the first step to letting go of the life balance myth and find true fulfillment. I hope you’ll check it out here.
Until next time, make a wish make it happen!
Michelle McCullough is the Managing Director for Startup Princess. Michelle became a partner in Startup Princess in 2008. She is responsible for event planning, marketing, affiliates, sponsorships and partnerships. Over the past 3 years she has coached women entrepreneurs and helped them grow their businesses from “dream in development” to established thriving businesses. Michelle is a speaker, strategist, success expert and a serial entrepreneur. She started Doodads Promotional Products when she was 19. And has also spent the last 12 years working in marketing and advertising. She’s worked in all aspects of the industry from production to creative and sales to management. On top of her full-time jobs, Michelle has cultivated her love for entrepreneurship by running Doodads as a successful side business. Today it continues to thrive. This year Michelle launched a coaching program called “The Life Balance Myth” to help busy entrepreneurs build thriving businesses AND meaningful personal lives. She believes that life balance is a myth, but she provides practical tools to achieve personal and professional success. You can learn more about Michelle at SpeakMichelle.com. Michelle has two children ages 4 and 2 and lives in Utah. Get access to her free video e-cource here.
Fairy Godmothers Come To You – A Limited Time Opportunity
March 20, 2012
We recorded about 8 hours of Touchpoint magic last September at our 5th Annual event for women entrepreneurs. We have it available for you to watch at home! Our Fairy Godmothers can come straight to your home or office through your computer!
We’ve been selling this product for $19.95. A ridiculously low price, considering people paid $259 to be in the room! AND considering that one hour with any of these amazing women business owners would be considerably more.
On April 1st, 2012 we’re increasing the price of this product to $49. So we thought we’d give you one last chance to purchase 8 hours of business wisdom at the $19.95 price. However, you need to act now! You must purchase on or before March 31, 2012 at midnight.
Hear:
Ishita Gupta from FearlessStories.com – on being fearless in business!
Tiffany Peterson from TheLighthousePrinciples.com – on your #1 business skill!
Heather Ledeboer from Mom4Life.com – on Cinderella as your CEO!
Anita Campbell from SmallBizTrends.com– on Bootstrapping Your Business!
Carley Knobloch from Digitwirl.com – on Killer Video Marketing for your Business!
Plus you can hear the discussion groups and other great tips from the event!
Register here to receive the URL and password:
What is YOUR Sales Funnel? Marketing Strategy – Video 1 (BASIC)
February 14, 2012
Do you have a defined sales funnel? Share the techniques you use (in the comments below) to move people from prospects to paying customers.
Michelle McCullough is the Managing Director for Startup Princess. Michelle became a partner in Startup Princess in 2008. She is responsible for event planning, marketing, affiliates, sponsorships and partnerships. Over the past 3 years she has coached women entrepreneurs and helped them grow their businesses from “dream in development” to established thriving businesses. Michelle is a speaker, strategist, success expert and a serial entrepreneur. She started Doodads Promotional Products when she was 19. And has also spent the last 12 years working in marketing and advertising. She’s worked in all aspects of the industry from production to creative and sales to management. On top of her full-time jobs, Michelle has cultivated her love for entrepreneurship by running Doodads as a successful side business. In 2008 when Michelle quit her full-time job to be home more with her newborn son, she moved Doodads to the front burner and doubled the income in 2008 and doubled it again in 2009. Today it continues to thrive. This year Michelle launched a coaching program called “The Life Balance Myth” to help busy entrepreneurs build thriving businesses AND meaningful personal lives. She believes that life balance is a myth, but she provides practical tools to achieve personal and professional success. You can learn more about Michelle at SpeakMichelle.com and sign up for her free video e-course on “The Life Balance Myth” coming later this month. Michelle has 2 children ages 4 and 2 and lives in Utah.
Creating Profitable Customer Loyalty Plans
December 13, 2011
One of the biggest mistakes I see entrepreneurs make in their marketing plan, is failing to include a plan that generates repeat business from their customers. When we think in terms of new customers, our plans include advertising, social media, email, etc. But do you have a plan in place that will help your current customers order from you again? Better yet, do you have a plan in place for those customers to refer new business to you? That should all be part of your “Customer Loyalty Marketing Plan”.
It cost 5 to 8 times more to get a new client than it is to get a current client to purchase from you again. So customer loyalty should be top priority on your list.
When I started Doodads Promotional Products back in 1999, I tried everything under the sun. Newspaper, radio, phone books (I know, ancient, right?). After a few years of trying different tactics I looked back on my previous years and noticed that more than half of my business each year came from repeat customers. That was a staggering amount and once I learned that, I learned that I needed to get good at keeping my current customers happy, but how? Now, 12 years later I have a detailed plan for repeat business, and repeat business accounts for more than 65% of my business each year (even when my goal is to double my customer base, I still get MORE business from repeat clients) and I’m going to share it with you.
Here are 5 things you must know or do to have customers keep coming back for more:
1. Make Customer Service Your #1 Priority - Very few things can make up for poor customer service. Even if you have a great product, if your customers are treated poorly they’ll find what they need elsewhere. Put together a customer service plan. Start by writing down all the points at which a customer interfaces with your business from the time they hit your website or store, to the actual purchase to what happens AFTER the purchase is made. How can you show your customers that they are gold? Make a plan for that and make sure it’s communicated well to all your employees. Help your employees know and understand your customer service plan.
2. Thank Customers for Their Business – At the very minimum at the time of the sale, they should be thanked. That happens verbally at a cash register or through a thank you email confirmation online. But don’t stop there. Send a note in the mail, reach out with a phone call, give them a promotional item or send an additional email thanking them for their business. The higher the dollar amount of your product, the better the thank you should be. Tell your customers through your actions that you know they have choices, and you are grateful they chose you.
3. Provide Customers A Reason to Buy From You Again Soon – Reward them for their business. Whether that is repeat customer promotions, frequent customer discount cards or bonuses, come up with something that makes your customers come back, and come back often.
4. Remember Them at Holidays & Birthdays - It’s that time of year when people send Holiday cards and gifts to thank people for their business for the year. Don’t let the season pass by without thanking your best customers for keeping you in business. Also, offer discounts on birthdays as another way to say, “We remember you!”
5. Relationships Matter - I learned long ago that people aren’t buying imprinted pens from me, they can do that anywhere. They are buying the experience they get from ME. Most of my clients have become dear friends, and that’s okay. Now, I’m not saying that every customer should be on your BFF list, but remember that people buy from people that they know, like and trust. If you run an online business or a store with huge traffic, you may not be able to remember everyones birthdays, but you can still be friendly in your interactions that say, “Your business matters to me.” Return phone calls and emails. Resolve issues quickly. Go above and beyond when you do something wrong, and apologize for it. Send emails that provide value and help them learn things.
Recently, I interacted with a company that really inspired this post. Sarah Jane Studios offers a line of adorable illustrations that you can get on everything from notecards to fabric. I’ve purchased Sarah Jane Studios products at local boutiques, and I know Sarah personally through Startup Princess (we even sat in traffic school together earlier this year . She did the illustrations for this adorable Christmas book I can’t wait to get my hands on. Anyway, I thought of her when I was looking for a gift for my mother, and started looking through her etsy shop. I made my selection and then waited for the package arrive.
I was more than impressed with my package. 1. My package arrived in a timely manner. 2. The product I purchased (The “Have Joy” notecards in the top left) came wrapped with an adorable twine that makes me feel like I don’t have to wrap it, and makes my purchase look cute and festive. 3. I didn’t get a personal call, but I got an adorable “Thank You” card that I can reuse and share with someone else if I want (She thanked me AND gave me a BONUS at the same time). 4. She gave me a business card with her information if I have questions or want to make an additional purchase. 5. She took the opportunity to sell me on another product of hers (her adorable Christmas book) without making it too salesy. And finally, 6. My receipt had a code for me to come back in January and make another purchase for a discount. BRILLIANT. In one package, for very little additional cost, she ensured that I was pleased with my purchase (which is HUGE, you don’t want customers to have buyers remorse) and she gave me reasons and opportunities to purchase from her, again. A marketing and customer loyalty A+.
As you look at your marketing plan for 2012, what will your customer loyalty program look like? How will you turn prospects into customers and customers into raving fans who buy from you over and over?
And now, the Startup Share: What kinds of things are YOU currently doing to generate repeat business? Share with us in a comment below and let’s help each other create loyal customers!
Michelle McCullough is the Managing Director for Startup Princess. Michelle became a partner in Startup Princess in 2008. She is responsible for event planning, marketing, affiliates, sponsorships and partnerships. Over the past 3 years she has coached women entrepreneurs and helped them grow their businesses from “dream in development” to established thriving businesses. Michelle is a speaker, strategist, success coach and a serial entrepreneur. She started Doodads Promotional Products when she was 19. And has also spent the last 12 years working in marketing and advertising. She’s worked in all aspects of the industry from production to creative and sales to management. On top of her full-time jobs, Michelle has cultivated her love for entrepreneurship by running Doodads as a successful side business. In 2008 when Michelle quit her full-time job to be home more with her newborn son, she moved Doodads to the front burner and doubled the income in 2008 and doubled it again in 2009. Today it continues to thrive. This year Michelle launched a coaching program called “The Life Balance Myth” to help busy entrepreneurs build thriving businesses AND meaningful personal lives. She believes that life balance is a myth, but she provides practical tools to achieve personal and professional success. You can learn more about Michelle at SpeakMichelle.com Michelle has 2 children under 4 and lives in Utah.
Now Accepting Applications for our 2012 Fairy Godmothers!
November 1, 2011
Orange County Chapter: Marketing, Sales & Networking Thursday, November 18th at 6:30 Lumberyard in Laguna Beach
November 9, 2010
Women Entrepreneurs!
Join us on Thursday, November 18, 2010 for a Marketing & Networking event like never before. Startup Princesses are letting our hair down to enjoy a casual evening of dining and having a drink or two while learning about Marketing & Sales at the Lumberyard in Laguna Beach from 6:30-10pm. By now you are probably just as excited as we are!! If you have not been to the Lumberyard, you are in for a treat. The Lumberyard is quickly becoming OC’s IT place to dine. Register here!
We are happy to say that in addition to our casual evening we will continue our discussion from the last meeting on Marketing and hear from Jodie Palumbo. Have you met Jodie yet? Pure marketing brilliance!! She has given invaluable advice to several of our Startup Princesses and will do so again on November 18Th. Marketing is her specialty and she’ll share with us how to translate marketing efforts into sales. The holidays are here and if you have a product or service business and want to make BIG sales this quarter, THIS event is one you don’t want to miss.
Jodie Palumbo is an expert in the field of marketing and advertising. With over 20 years experience in an array of industries including manufacturing, services, retail, publishing, and property, hotel and restaurant management, she is sought after by companies who know the value of having an experienced, reliable and creative marketing professional on their team. From start-ups to mid-sized companies, her expertise is working with business owners who want to grow their companies to the next level but realize the difficulty between “running” their business and “being” the business. In today’s complex business environment, it is almost impossible to do both successfully.
As Director of Marketing and Communications on the NAWBO-OC Board of Directors (National Association of Women Business Owners), Jodie increased their exposure at various trade shows, exhibits, and conferences assisting the Orange County chapter in reclaiming the ranking of Largest Chapter in the nation with more than 380 members. This was done in the midst of a recession with no fiscal budget available and through building and utilizing strong relationships and alliances with other businesses and community organizations, viral marketing and social networking.
Yes! She is that good.
Jodie will give us practical advice on how to measure our marketing goals from planning to implementation and translating our marketing efforts into sales. Plus, we’ll have tips for last minute holiday sales to boost your income!
Afterwards, stay for some live entertainment at the Lumberyard. This particular evening we will be treated to an acoustical guitar performance – think Jack Johnson!
Mark your calendars ladies and join other women entrepreneurs on Thursday, November 18Th for an evening of marketing, networking & FUN!
If you have any questions about this event please contact Heather Cowdell atheather@swankypaper.com
