Marketing Innovations, Small Business Branding, and Brand Consulting for Solopreneurs

Fed up with lack of clients or too many rotten apples? Enlightened Marketing offers effective marketing techniques that help you increase sales and attract perfect clients without selling out on your values.

How to Get Started Earning Passive Revenue

by Samantha Hartley on April 12, 2012

All the forks stopped moving, and three business owners turned to look at me with a mixture of envy and curiosity.

I’m used to that reaction. I was answering a question about my business at a luncheon, and I’d just gotten to the part about having several passive revenue programs.

Everyone “gets” the passive revenue concept

A nice place to earn passive revenues

What’s amazing to me is that that everyone, even non-business owners, understand what would be possible for them with even a small stream of recurring passive revenue. I often describe my first program as bringing in “between a car payment and a house payment” every month. That’s a nice little chunk of change for no effort since 2010 when I finished writing it.

Take the First Step

My Director of Marketing, Andy Riegler Andrews, was with me every step of the way as I built my passive revenue programs. Now he’s pulling back the curtain to reveal exactly how we did it, and how you can too. It’s all part of a free webcast, “Get Passive Revenue…. the Simple Way!”

If you’re a coach, consultant or solopreneur selling a service, you can stop trading hours for dollars.

In the webcast Andy teaches:

  • Three effective methods to getting passive revenue in your business
  • 5 critical and common mistakes that can hobble your passive, recurring revenue for years (trust me – I made them ALL so you don’t have to!)
  • The best strategy for maximizing PROFIT and minimizing effort
  • The four simple elements you need to start earning passive, recurring revenue
  • How you can take action and start getting recurring revenue in just a few days (I did say this was simple, didn’t I?)

Creating passive revenue streams is an investment in your future. Learn the step-by-step, simple formula I followed to generate recurring monthly revenues. GetPassiveRevenue.com

Photo by notsogoodphotography

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What is Magnetic Marketing?

by Samantha Hartley on April 10, 2012

Carrie is following up with three potential clients she met while networking. When two say no, she begins to feel desperate. Should she call the third one now or wait?

Magnetic marketing is about attracting prospects to you

Enrollment in Mark’s program was lower than he expected. He sends email follow-ups to his subscribers, but no more join. Keep emailing, he thinks! Correctly?

Angie’s potential client is like a multi-headed beast. One partner wants to hire her immediately, but the other two have no interest. Despite hearing this in the second meeting, Angie continues to meet with the interested partner for weeks.

What is Magnetic Marketing?

Magnetic marketing is about attracting prospects to you. Other terms for this are inbound and attraction-based marketing. There are many ways to capture the attention and interest of your prospects, such as writing articles, producing content-rich videos and offering targeted events.

Although you have to ensure your content or offers get in front of your audience, the energy of magnetic marketing is inviting. 

Magnetic marketing doesn’t just occur at the start, when someone first learns about you. It’s everything you do to keep drawing them to you until they become your client.

The opposite of magnetic attraction is pursuit. Official terms for this would be outbound and interruption marketing. Some examples would be advertising, direct marketing and telemarketing; although email spam, telemarketing and junk mail fall in this category too.

Although some forms are illegal, the issue I see for small businesses and solopreneurs isn’t outbound marketing. It’s really the energy behind it; the energy of pursuit.

It isn’t that Carrie shouldn’t follow up with her new contacts; it’s that she shouldn’t chase them from a place of desperation.

Similarly, Mark and Angie are in the energy of pursuit, which causes them to ignore the facts.    This energy is NOT inviting. It feels pushy, brings up negative associations and ruins your results.

Why Magnetic Marketing Is Easier

The biggest thing that makes magnetic marketing easier is that it has the energy of inviting your prospects to you, so you don’t feel salesy doing it.

It’s also a naturally generous act – offering information, tools and other value with the intention of helping prospects decide for themselves if you are the best choice to work with them.

Example: One of my favorite ways to do this is with the Welcome Gift on your website. Do you offer some kind of free article or gift to encourage visitors to sign up? You can test different offers to see which converts better. To me the best offers are not only the ones that get the highest conversions but also appeal to those who’d be your perfect clients.

Why Magnetic Marketing Works Better

For one thing, if it doesn’t feel difficult and distasteful, you’re more likely to do it! Marketing that gets done works better.

But as with the website welcome gift, you’re looking to appeal to the needs and desires of a specific person – your perfect client. If you develop content that is aligned with their interests, you’ll push away those who’d be a poor fit and draw perfect clients closer to actually working with you.

In the case of Carrie, she can reconnect to her inviting energy and, while following up, offer something valuable to her new contact, like a free strategy session. Mark and Angie can also move on, knowing that chasing won’t work.

Let’s see – magnetic marketing is easier, feels better and is more effective. Are you ready to start magnetizing your marketing? A smart place to start is Attracting Perfect Clients.

Photo by Christian Gonzalez

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Are you ready for passive marketing?

March 28, 2012

Being passive isn’t always a good thing, but today I‘ll show you ways you’ll want to be passive in your business! One thing that wears out coaches, consultants and other service business owners is that the more successful you get, the more you have to work. While it’s nice to have clients, it’s important to [...]

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How to Get Found and Get Known so You Can Get Clients

February 15, 2012

When I first went into business for myself, I had a problem explaining to people what I did. After my years at The Coca-Cola Company, I knew how to talk about soda, but presenting the value of my services was hard! When I finally figured it out, I couldn’t believe how easy it was to get clients. [...]

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Why You Need Multiple Offers at a Variety of Price Points

February 3, 2012

While sipping a frozen latte, PR consultant Kelli shared a problem. “Amazing,” I thought. “I’ve been focusing on this all month with my Inner Circle members. Does EVERYONE struggle with this?” The problem of a single offer Kelli is a consultant who only sells one thing: her time. The advice and service she delivers during [...]

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7 Principles for Reliable Client Attraction

January 24, 2012

For small business owners, the New Year brings  hope and opportunity for change but also challenges.  A few years ago I conducted a survey and learned: My subscribers’ #1 challenge was getting more clients Most were strapped for cash and couldn’t invest a few thousand for a custom client-attraction plan They were overwhelmed by too much information and needed [...]

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A Sure-Fire Method for Repelling Clients

January 11, 2012

Often you hear us at Enlightened Marketing talking about “client attraction,” and indeed, when marketing is done right, it really DOES attract clients like a magnet. Of course, once you have someone in your magnetic field, you want to intensify that relationship until you make a connection and they decide to invest with you. One [...]

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The Bright Spots of 2011

January 6, 2012

Instead of analyzing what ISN’T working, look for “successful efforts worth emulating” or bright spots. That’s one of the points made by Chip & Dan Heath in my favorite book of recent years, Switch: How to Change Things When Change is Hard. In case studies from malnutrition in Vietnam to pharma sales in Texas, looking for the bright spots saved time (sometimes decades), avoided blame and [...]

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5 Words Prospects Love At Decision Time

December 5, 2011

A successful dentist, my client “Luke” was looking for ways to grow his practice. One thing he identified was the need to get more patients onto treatment plans (a kind of recurring revenue) instead of ad hoc services. Like many, Luke doesn’t like to think of himself as selling. However, he was open to my suggestion that [...]

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For Consultants: Earn More, More Easily in 2012

November 22, 2011

Is your consulting practice a far cry from the business you dreamed of owning? Does it feel less like an empowering, exhilarating business and more like… well… a job? If you’re like most consultants, you’re on a constant hunt for clients. Small biz clients are strapped for cash, and corporations are slower than ever to pay. [...]

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