The formula for a successful business is simple.

Effective marketing + Quality products/services = Success

The problem is that most small businesses only focus on one of these at any given time.

This podcast explores the relationship between product quality and marketing message as we continue to explore the 11 fundamentals of running a business.

Fundamental #9: You Must Have Great Products/Services and Great Marketing

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If you are looking for tools to grow your business download a free copy of a past issue of the How I Built My Practice White Paper

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We live in a time where we are surrounded by marketing messages.

Marketing messages fill our inboxes, are dropped in the middle of podcasts, pop up on websites and in your Facebook feed, and are plastered to every flat surface around us.

In a world where people are always selling it can be very difficult to capture our audience’s attention.

That is where business fundamental #8 comes in.

Fundamental #8: Your Marketing Message Needs To Serve Your Audience.

When we share a marketing message that is educational our audience will not only listen to it, they will seek it out.

This week I talk about how to structure your marketing messages in such a way that people will thank you for sharing it with them.

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If you are looking for tools to grow your business download a free copy of a past issue of the How I Built My Practice White Paper

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When I was working on my first book ten years ago I kept a plastic box on my desk. That box contained all the notecards outlining the book’s content and structure.

On the outside of the box I had written “$250,000” with a big black marker, because in my mind that is what I was convinced I’d make in book sales.

The idea of the book was perfect, the exercises in the book were excellent, and I knew lots of people who needed it. Failure was inconceivable!

In hindsight I recognize I was how misinformed I was.

At the time I obviously had no clue about conversion rates, what a realistic marketing plan looked like, or what it would actually take to sell over 13,000 copies of a $19 book.

Today I have much clearer idea of how to make intelligent pricing decisions. These ideas are based on business fundamental number #7.

Fundamental #7: It is easy to overestimate how many people will buy and underestimate how much people will pay.

In this week’s podcast I talk about how to approach pricing (as well as what you should sell) to ensure that you are not missing opportunities.

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If you are looking for tools to grow your business download a free copy of a past issue of the How I Built My Practice White Paper

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When talking about our work it’s easy to get caught up in what we do, how we do it, and the training we’ve done in order to become experts.

Because we spend so much time thinking about our work it’s natural to lead with this when talking to our audience.

The problem is our audience care much more about their own pain, suffering, and problems than they do about what we do and how we do it.

Our audience are more concerned about being heard, understood, and working with someone who gets them.

This week we talk about business fundamental #6: It is about their needs and not our skill.

This fundamental is not about diminishing our skill, but about how we communicate with our audience so they are excited to work with us.

After listening to this you will understand what to talk about with your audience so that you get the opportunity to share your amazing skills.

Download

If you are looking for tools to grow your business download a free copy of a past issue of the How I Built My Practice White Paper

Never miss an episode by subscribing to the podcast: iTunes | Stitcher | RSS

When you are starting or growing your business you want sales and customers.

The problem is that not all customers and all sales are created equal. There are actually some customers who are the wrong fit.

They demand too much. They aren’t willing to do the work. They don’t match your working style or personality.

Clients who are like that are more trouble than they are worth.

Fundamental #5: Drive The Wrong Customers Away

This week I talk about how to figure out the who the right and who the wrong customers and how to get the wrong customers to move on to some who can serve them better.

Download

If you are looking for tools to grow your business download a free copy of a past issue of the How I Built My Practice White Paper

Never miss an episode by subscribing to the podcast: iTunes | Stitcher | RSS