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The holidays are over and for many of us quarter one is where things slow down. Not for everyone, if you are a health coach or a personal trainer your business is probably booming! Whatever industry you are in, you will be more successful if you speak directly to your ideal audience with a consistent and coherent message.  You probably know this. But I just really learned this.


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Speak Directly To Your Ideal Audience


I want to chat today a little bit about how I discovered recently that I was talking to a lot of the wrong people in my business. And these people were getting a mixed message/ brand from me. I really discovered this when my conversions were well below industry standards. Now, I am not solely concerned about how many I sell of something, but I am concerned with finding and helping the people I am supposed to work with. It’s my duty and the reason that I have been given my purpose.  In reality, I cannot possibly convert much if I have the right message to the wrong audience. Or if you are completely missing your audience.





Speaking To Your Supporters


Until very recently I was talking mostly to my supporters, not to an audience who are really the people who need what I do.  I have a ton of supporters and I love and appreciate them all, but with current social media limits and things speaking only to your supporters may not grow your business. This group of people may be the wrong ones for your message. Wrong as in, not ideal clients or people who know or serve your ideal clients. People who will cheerlead you on, but don’t have anything that will help you move the needle.


Speaking to your supporters can prevent you from reaching the right people who need to hear and resonate with your message. Why? Because there may be two very different messages there. The pain points you discuss may not be clear to your ideal clients if they resonate with your supporters.  You may have the solution to a very real problem, but your copy may not translate your powerful offer into something your supporters need. And the clients who really, really need you probably won’t see how you can help them with their most pressing issues.






How do you find and make sure that you speak directly to your ideal audience most of the time?  First, you have to make room for them. Which might mean unfriending some people. Which might also mean changing your bio and your descriptions. Some people may naturally fall away.


Get on a podcast, guest blog, or give a masterclass. Use someone else’s audience to help you find and talk to yours. You also need to ask people to share your posts, blogs, and content with others. Your message must be consistent across all of your marketing to attract the right audience.  You may need to run some paid ads to new people. Honestly, you just have to be laser-focused on finding your community. They are out there. You were given your gifts and purpose to serve others. You’ve got this.





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Is Imposter Syndrome Showing Up in Your Marketing?


Imposter syndrome is real. I’ve battled with it; I know many others who have too. This article in Fast Company describes The five types of impostor syndrome and how to beat them.


The thing about imposter syndrome is that while there are real feelings of inadequacy and questioning our competence, many times on the outside we look, “just fine.” Happy even. Confident. We teach masterclasses with a smile even though on the inside we are questioning whether anyone will find the info useful. We moderate our Facebook groups wondering if people really see value in what we say. Like I said, I’ve been there.


What I saw recently with a client was imposter syndrome showing up quietly in her marketing. This client had been published in major publications and named a top 30 attorney in her field, yet to go to her website, there were no badges, videos, or any outward showings of her accomplishments. There was a page with just links. A whole page of links. You had to read line by line to discover her amazing media appearances.


I realized that her imposter syndrome was showing up in her website. In a way, she was hiding her achievements and keeping herself small. Not consciously. She just didn’t think about it, but after we talked about it, she definitely saw imposter syndrome in her business. She didn’t necessarily think she was as good as the other attorneys in her field, but not only was she equally good, in a lot of ways she had built a unique niche and people came to her for everything related to her practice area.


What is your takeaway?


Understanding there was a disconnect between her serving clients and her putting her face out into the world was eye-opening.  We talked about the hidden accomplishments that would not only add credibility in the eyes of searching potential clients, but also a real sense of prideful ownership of her achievements.


So, what was missing? Nowhere did you see the boards she served on.


There were no press releases around her latest legislative wins. There wasn’t even a bio on the website to tell her story. I immediately put her in touch with my marketing genius Marie, and this is all being addressed now.

How about you? Is imposter syndrome showing up in your marketing? When you look at your brand, your website, your social media do people know what you’ve accomplished? Why you are the best choice for what they need? If not, why not?


Are you struggling with confidence? How about the feeling of, “not wanting to toot your own horn?” These are real things, and they affect many, many entrepreneurs. But moving past them is essential to a thriving business. And a thriving business owner. Stepping into and owning your competence, unique point of view, and value will change everything.


Take a look at your website and ask yourself, “If I wanted to learn more about myself and my achievements would I be able to from this site?” If not, schedule some time with someone to do an analysis of your marketing and branding to ensure that you are putting your best foot out there and showing up as your best self-online.


I have a few spots left for January 2020 intensives! Contact me to learn more. In 3-hours we can create more profitability and an actionable strategy for your business that meets your goals.

When we get into the “groove” in business, it’s easy to just let things roll. There are areas of business we are good at, that are in our zone of genius, and areas that aren’t. Even after you contract out or hire others to handle the “not so much fun” stuff, you should do an overarching wellness check across five key areas of business at least a few times a year. Take a few moments this week to consider any place that needs your attention. It’s a great time to tackle any changes in these areas before we head into 4th Quarter in October.


  1. Marketing.


Always keep what is working, but marketing, particularly digital marketing, changes constantly. Algorithms are always changing. When is the last time you looked at your marketing strategy?


  1. Sales and Business Development.


When is the last time you looked at your sales strategy? Do you have anything new coming out the rest of the year? How is your networking?


  1. Branding and PR.


Do you need a refresh, or just to ensure that your offers are consistent with branding? How about your PR? How are you staying visible in your business?


  1. Finance.


Is it time to revisit your breakthrough number? Do you have an income plan for the rest of the year? What do you want to make month over month, and how are you going to reach that goal?


  1. Systems and Productivity.


Do you have systems and support in place to help you manage your workload and stay productive? Do you need time management strategies?


This list has a lot in it, right? My last consideration for you is what can you delegate from this list?  Get expert support for your marketing, branding, finance, systems, and sales if these are not your zone of genius. Invest in a consultant, a contractor, finally decide to get after growing that team. Each of these areas is key to the health of your business.