Goals Are Not the Answer


iStock 000004833674XSmall 150x150 Goals Are Not the AnswerAt the beginning of the year, I know you were probably in the fray of people who were gung-ho about setting up new goals.  You were excited because hey, it’s a new year, a chance to start over, blah blah blah.  Oh, and I was in that group too.

Not that I’m saying there is anything at all wrong with goal-setting.  Setting goals, in fact, is critical to the success of most people.  There is only a very small percentage of people I’ve ever read about who truly “just did it” without any planning, focus, or strategy.

I am suggesting, however, that goals are not the answer – you can have journal full of all the things you want to do, but unless you actually TAKE ACTION nothing will happen.

Take the treadmill for instance. I was very proud of myself this morning for working out.  It’s one of the things I’d said I wanted to do more regularly. When I finished the 20 minutes this morning, it was a great sense of satisfaction.  I felt like the rest of my day would be amazing too. It wasn’t the idea of getting on the treadmill that gave me joy (I actually dreaded waking up at 5 am to do it); but it was the accomplishment of the action toward what I know will be the eventual results.

Now what about when that action doesn’t take place?  I said at the start of the year that I wanted to get offline more and network through more local events.  This will be a major way for me to generate more leads for my business.  At the end of March when I looked at my first quarter of the year, however, guess how many local events I’d attended?  A big zero.  So to remedy this I’ve decided to actively find and map out events I will attend in 2nd quarter. Again, this is a goal. Until I hit the first event I can’t enjoy the sweet smell of a task completed, can I?

For what goals have you set a timeline and not yet taken action?   Remember, the goal itself is not the answer, you need some backup – the push is in the action.  Good luck.

How to Write An Online Brand Marketing Plan


iStock 000004466938XSmall How to Write An Online Brand Marketing PlanCreating a branding strategy is probably the last thing on the mind of a solo business owner when they are juggling so many different things.  BUT I promise you it can be the one thing that turns your business around from lackluster to golden.

I often have people ask what it takes to put together a branding strategy. So in today’s post I’m going to give you a 7 step formula for developing your own brand marketing plan.  Mine is 33 pages long and I can go back to it any time to find things I need when I’m preparing to promote my business through a radio show, on a sales letter, in an in-person networking event, and more.

If you take the time to complete the sections I’ll describe, you will be amazed at how much clarity you have to move forward.  Oh, and if you’re having any trouble, you can always hire me to help you fill in the gaps (shameless, unabashed plug here icon smile How to Write An Online Brand Marketing Plan …only because I really do love this stuff).

Why is it a great idea to have a brand marketing plan?  Because it can help you understand where you are now, how you want your brand to be seen, and what it will take to get you there.

7 Parts of an Online Brand Marketing Plan

  1. Executive Summary – a one page overview of the main points of your brand plan; this is something you want to be able to view at a glance when you go back to look at it over and over again, reminding yourself of the type of brand you want to portray
  2. Personal Brand (Mission) Statement - here is where you outline why you are doing what you’re doing in two to three sentences; it covers who you are, what you do, who you serve, and how you serve them (see one of my previous posts on Creating a Fabulous Personal Brand Statement)
  3. SWOT Situational Analysis
    • Strengths & Weaknesses – this is a reality check, a snapshot of your current brand situation; where are things right now – e.g. market, current customer base, products/services line, distribution channels, competition, overall environment
    • Opportunities & Threats – competitive analysis, where you can be different, what is holding you back, what environmental advantages you can dig into to better position your brand
  4. Goals – what are the quantifiable things you want to achieve with your brand; include dates, times, frequency – as much detail as you can muster for the objectives you are pursuing
  5. Brand Marketing Strategy – big picture of your brand marketing (probably the lengthiest piece of what you’ll write); includes information about your strategic position, target market, your ideal client, your product & services line, pricing model, distribution channels, administrative systems, current and intended online activities, visual elements
  6. Action Plan - step by step activities to move forward; tactical moves you will make to accomplish #4 goals
  7. Budget – what you expect to bring in monthly based on activities, sales, etc., how much you will spend on business resources, net income goals for the next 12 months

Sound like a lot?  Well, it can be if you try to do it all in a day.  Remember, good planning and strategy takes time.  Look at it as a worthwhile investment in the future of your business brand.

It can also take the help of a great accountability partner to give you honest feedback.  As a solopreneur, we are not always positioned to have a full team of resources.  Tap into someone you trust to review the plan as you go – a trusted advisor, a mentor, a coach, mastermind group – find someone to partner with you in your brand success.

This is the path to brand excellence!

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About the Author: Tanya Smith of Be Promotable is a premier personal branding & marketing coach.  Her creative genius has unlocked the potential of many women solopreneurs, helping them to reinvent themselves as power players in their startup business.  Claim your free instant access to a free video download, 5 Secrets to Developing Your Unique Brand Proposition at: www.bepromotable.com.

Click of the Week: Unilyzer.com


You may be hearing a lot about metrics these days.  In one of my previous corporate roles, I actually spent time as an analyst.  This click of the week will share 3 tips you can use to apply data with this nifty tool – www.unilyzer.com.  Very neat dashboard for your website and social media interactions.  Don’t miss this one!

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