EXECUTIVE AGENT MAGAZINE-ORANGE COUNTY, DECEMBER 2022

®

EXECUTIVE Adrienne Brandes

E x e c u t i v e A g e n t M a g a z i n e . O r a n g e C o u n t y . D e c e m b e r, 2 0 2 2

AGENT MAGAZINE

ORANGE COUNTY COUNTY ORANGE BRANCH BRANCH 420 Exchange, Suite 250 | Irvine | CA, 92602 420 Exchange, Suite 250 | Irvine | CA, 92602

Build a partnership with a direct lender that offers exceptional service.

Build a partnership with a direct lender that offers exceptional service.

John J. Reed John J. Reed Area Manager

Heather Millspaugh Heather Millspaugh Branch Manager

949.398.3655 949.398.3655

949.547.5848 949.547.5848

Area Manager NMLS-869516 NMLS-869516

Mark Martinez Sales Leader Mark Martinez

Ryan Prisco SalesPrisco Leader Ryan

NMLS-302745 949.398.3666 949.398.3666

NMLS-987736 626.818.1919 626.818.1919

NMLS-302745 Sales Leader

Hanh Duong

Senior Mortgage Advisor Hanh Duong SeniorNMLS-352080 Mortgage Advisor NMLS-352080 714.689.9834 714.689.9834

Lynn Nelson

Senior Mortgage Advisor Lynn Nelson Senior NMLS-653022 Mortgage Advisor NMLS-653022 714.412.8608 714.412.8608

NMLS-987736 Sales Leader

Branch Manager NMLS-450387 NMLS-450387

Chris Cannon

Senior Mortgage Advisor Chris Cannon Senior NMLS-455423 Mortgage Advisor NMLS-455423 949.613.2564 949.613.2564

Holly Frost

Joyce Hanson

NMLS-483931 909.240.5988 909.240.5988

NMLS-185180 425.829.6150 425.829.6150

Mario Pierce

Patricia Redfern-Wright Patricia Senior Mortgage Advisor Redfern-Wright

Mortgage Specialist Joyce Hanson Senior Mortgage Advisor Reverse Holly Frost NMLS-185180 Specialist Senior NMLS-483931 Mortgage Advisor Reverse Mortgage

Senior Mortgage Advisor Mario Pierce NMLS-491911 Senior Mortgage Advisor NMLS-491911 714.689.9846 714.689.9846

SeniorNMLS-483924 Mortgage Advisor NMLS-483924 714.329.8620

714.329.8620

Alan Cipolletti Senior Mortgage Advisor Alan Cipolletti

SeniorNMLS-653005 Mortgage Advisor

John Kramer

NMLS-653005 949.394.1757 949.394.1757

Dwight Lagos

Senior Mortgage Advisor John Kramer Senior NMLS-282232 Mortgage Advisor

Senior Mortgage Advisor Dwight Lagos SeniorNMLS-457806 Mortgage Advisor

Bob Snowden

Tom Testerman Senior Mortgage Advisor Tom Testerman

NMLS-282232 714.689.9830 714.689.9830

Senior Advisor BobMortgage Snowden Senior NMLS-662201 Mortgage Advisor NMLS-662201 949.510.3284 949.510.3284

NMLS-457806 714.401.3339 714.401.3339

Senior NMLS-435148 Mortgage Advisor NMLS-435148 949.422.4497 949.422.4497

Nancy Connors Senior Mortgage Advisor Nancy Connors

SeniorNMLS-240768 Mortgage Advisor NMLS-240768 951.212.3044 951.212.3044

Kevin Luttrell

Senior Mortgage Advisor Kevin Luttrell Senior NMLS-933256 Mortgage Advisor NMLS-933256 714.497.0713 714.497.0713

Jim Thiel

Senior Mortgage Advisor Jim Thiel Senior NMLS-907893 Mortgage Advisor NMLS-907893 949.521.0039 949.521.0039

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COVER STORY Adrienne Brandes Executive Agent of the Month

Located adjacent to Newport Beach, coastal Corona del Mar is an exclusive luxury retreat, where some of Southern California’s finest homes are situated to capture the magic of sun, surf and sand. Realtor® Adrienne Brandes is a local business and home owner who is deeply invested in the community.

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FEATURED ESTATES 301 Carnation Ave. Corona Del Mar $15,350,000 Sold

215 Poppy Ave. Corona Del Mar $7,915,050 Sold -Steve Cook

28 215 Larkspur Ave. Corona Del Mar $6,800,000 Sold Cook 4

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217 Jasmine Ave. Corona Del Mar $5,375,000 Sold -Steve Cook

CONTENT

December, 2022

My Crystal Ball -Carla Cross

-Steve Cook

16 Visualize Your Perfect Day -Mark Victor Hansen

-Steve Cook

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PRESIDENT & CEO EXECUTIVE PUBLISHER Fred Arrias VICE PRESIDENT GRAPHIC DESIGN Garon Arrias EDITOR Trudy Vanderhoff

Never Mistake Activity for Achievement -Craig Impelman

-Steve Cook

36 Creating A Nich -Nancy Michaels

44 How Do You Want People to See You as a Leader?

-Jim Rohng Like a Pro

PROFESSIONAL PROFILES H.K. Wilson CONTRIBUTING WRITERS Herbert Clark Charlene Gates John Harris Chris Richards Ronald Taylor Crystal Widen PHOTOGRAPHY iPhotography Studio Ian Wiant

-Steve Cook

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EXECUTIVE AGENT MAGAZINE PO Box 73384 San Clemente, CA 92673 Ph: (949) 297-8323 Fax: (949) 266-8757 farrias45@gmail.com www.ExecutiveAgentMagazine.com

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© Copyright 2022 Executive Agent Magazine. All rights reserved.

Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

10 Tips to Achieve Anything You Want in Life -Inga Stasiulionyte Like a

Pro -Steve Cook

Problems Vs Opportunities -Zig Ziglar

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PROBLEMS VS. OPPORTUNITIES

B

e grateful for your problems. We all frequently deal with people who complain about the trials and tribulations of their daily lives. Life seems to be one big problem for them. I would like to take a common-sense, realistic approach and address this mind-set. If there were no “problems” on your job, then your employer would hire a much less capable person than you to do the routine things that don’t require much thought. In the business world, those who are able to solve complex problems are the ones who have the most value to the employer.

Many times the problems or challenges we face force us to grow and become more capable. The runner who trains for the mile run in the Olympics by running downhill will have no chance of winning the medal. The runner who trains by running uphill is far more likely to develop the speed, mental toughness and endurance which it takes to win the medal.

The best thing that ever happened to boxer

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Gene Tunney was that he broke both of his hands in the ring. His manager felt that he could never again punch hard enough to be the heavyweight champion. Instead, Tunney decided that he would become a scientific boxer and win the title as a boxer, not a slugger. Boxing historians will tell you that he developed into one of the best boxers who ever fought. They also will tell you that as a puncher, he would not have had a chance against Jack Dempsey, who was considered by many to be the hardest hitter in heavyweight history. Tunney would never have been champion had he not had the problem of his broken hands.

Message: The next time you encounter a difficult climb, obstacle, “problem,” you should smile and say, “Here’s my chance to grow.” Develop that kind of an attitude and I will SEE YOU AT THE TOP!

by Zig Ziglar

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HELPING MILITARY & VETERAN

FAMILIES REALIZE THE

AMERICAN DREAM! 2,600 + VETERANS

EDUCATED ABOUT HOMEOWNERSHIP

1,500 + FAMILIES

WHO WE ARE Established in 2011, the USA Homeownership Foundation, Inc. DBA Veterans Association of Real Estate Professionals (VAREP), is a nonprofit 501(c)(3) organization dedicated to increasing sustainable homeownership, financial-literacy education, VA loan awareness, and economic opportunity for the active-military and veteran communities.

WERE HELPED THROUGH VAREP CARES

750 VETERANS PLACED IN HOMES THROUGH OUR PROGRAMS

119 HOUSING SUMMITS TO EMPOWER VETERAN HOMEOWNERSHIP

WHO CAN JOIN? Any individual regardless if you have served or not. VAREP and its members represent and work within all sectors of the real estate, housing and financial services industries...

WE WANT YOU!

OUR FIVE POINT PLAN 1. Homeownership Advocacy – Advocate nationally to develop programs that reduce barriers to homeownership in the military and veteran communities.

2. Community Outreach – Foster responsible homeownership in the military and veteran communities by providing housing education and counseling services.

3. Professional Membership – Provide a place where real estate and financial service professionals can share ideas, get educated, and be empowered to better serve the real estate needs of service members, veterans, and their families.

4. Veteran Job Creation – Provide employment opportunities through posting on our military and veteran job board. We are also working on creating awareness among companies to include veteran-owned businesses in their supplier diversity program.

5. Affordable Housing – Provide affordable home buying opportunities for veterans and service members who have gone through VAREP’s homeownership education counseling services.

info@VAREP.net | w w w .VAR E P. n e t | 951-444-7363 VAREP IS A 501.C.3 NON-PROFIT ORGANIZATION AND YOUR CONTRIBUTION IS TAX DEDUCTIBLE. USA HOMEOWNERSHIP DBA VETERANS ASSOCIATION OF REAL ESTATE PROFESSIONALS TAX ID: 45-2458485

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How Do You Want People to See You as a Leader?

F

or a leader, honesty and integrity are absolutely the keys to success. A lot of people don’t realize how closely they’re being watched by others. But do you remember when you were a kid in grade school, how you used to sit there staring at your teacher all day? By the end of the school year, you could do a perfect imitation of her mannerisms. You were aware of the slightest nuances in her voice—all the little clues that distinguished levels of meaning and told you the difference between bluff and “I mean business.”

As a child, you were able to do this after eight or nine months of observation. Suppose you had five or 10 years—do you think there would’ve been anything about your teacher you didn’t know?

Now fast forward and use that analogy as a manager. How much does your team know about you right this minute? Have you been completely honest with them, or do you feel like you’ve gotten away with small dishonest things?

An act of dishonesty can’t be hidden, and it will instantly undermine the authority of a leader. However, an act of integrity and kindness is just as obvious. When you’re in a leadership position, you have the choice of how you will be seen—but you will be seen, one way or the other.

If you give them reason to trust you, they’re not going to go looking for reasons to think otherwise.

In any organization, people want to believe in their leaders. If you give them reason to trust you, they’re not going to go looking for reasons to think otherwise, and they’ll be just as perceptive about your positive qualities as they are about the negative ones.

Yet we all know people who have gotten ahead as a result of dishonest or unethical behavior. But like the old saying goes, “Hope of dishonest gain is the beginning of loss.” I don’t think it’s refering to loss of money. I think it actually means loss of self-respect. You can have all the material things in the world, but if you’ve lost respect for yourself, what do you really have? The only way to ever attain success and enjoy it is to achieve it honestly with pride in what you’ve done.

Jim Rohn was a leading author, speaker and business lecturer. He is the author of 7 Strategies for Wealth & Happiness: Power Ideas from America’s Foremost Business Philosopher, among other fantastic books and audio programs.

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VISUALIZE YOUR PERFECT DAY

very person on the earth has the same number of hours in the day to work with. I have 24 hours, Bill Gates has 24 hours and so do you.

It is up to each individual to decide how to occupy every minute. We can waste our days sleeping late, watching television, hating our jobs and wishing for a better life. Or we can spend most of the time we have been given creating that better life – a world devoted to improving ourselves and the lives of others. How do you want to spend your days?

You have the power to live each day exactly the way you want to live it. Think about that - the resources to create the life you desire lie within your mind.

The truth of the matter is, you are either living your life the way you envision it, or you’re living your life the way someone else is envisioning it.

Week’s Action Step” below to map out your perfect day).

First, you have to realize that the power to having everything you’ve ever wanted exists within you.

There is no other person on the planet who can do it for you. Heck, I’d love to be able to give you what you want simply by blinking my eyes, but I can’t.

Only you have that ability. I can show you the door to living your dreams, but you have to walk through it.

Second, you have to have a clear vision of what your perfect life looks like. That entails you visualizing and writing down exactly what you want on a daily basis.

Don’t you think it’s time for you to take control and begin fulfilling your own dreams?

And third, you must believe that your perfect life will manifest itself and become your reality.

Remember, whether you believe something is possible or not, you’re right.

You’re probably saying, “Yes! Of course I want to live my dream life, Mark. But I don’t know where to begin.” Well, you begin at the beginning (see “This

Set your goals – What do I want ideally? – add your ‘why’ – Why must I have it? – and your subconscious mind mystically supplies the ‘how.

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Executive Agent Magazine

“Goals are new, forward-moving objectives. They magnetize you toward them.”

In closing this week, I’d like to offer an exercise to complete in the week ahead: I want you to visualize your perfect day. This day is one where you feel motivated, exhilarated, joyful, healthy and focused. First, take out a journal or notebook and make a timeline of 24 hours, each line of paper should represent one hour of this perfect day.

For example, line one should be Midnight – 1:00 AM. Line two should be 1:00 AM – 2:00 AM. And so on.

After you have created this timeline, visualize what you would ideally be doing during each hour.

Perhaps from Midnight – 1:00 AM you would be sleeping soundly, or maybe you would be living it up at a nightclub or party. How will you spend 9:00 AM – 10:00 AM? Will you be at the gym working out or having breakfast with clients who love and respect you?

What about 2:00 PM – 3:00 PM? Is this the hour you’ll pick your kids up from school, or will you be getting a relaxing massage?

Take each hour one at a time until you have created your perfect day. Once you have determined how you want to spend your time, review the timeline often – morning, noon and night. This is going to be your future schedule, so you need to become familiar with it. Believe that this is how you are going to be spending your time and it will become your reality.

Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen.com. Copyright© 2005, Mark Victor Hansen. All rights reserved. For information about Mark’s Keynote Presentations, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

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14 Executive Agent Magazine

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Agent Magazine 15

MY CRYSTAL BALL

Y

ou can predict if you’ll be successful in real estate. It’s not what you think, either.

What New Agents Expect From my survey of hundreds of agents under three months in the business, I found that more than 1/2 of them expected a sale the first month of the business. What does that mean? When do they have to start looking for leads? That first week in the business! Yet, how many new agents start lead generating even in the first month? How long have you been in the business?

When did you start lead generating on purpose?

Or, have you started? That’s why my book, Up and Running in 30 Days, now in its 6th edition, has you lead generating in week one. It’s your assurance plan you will get a sale fast and will stay in the business.

Expecting ‘Dumb Luck’ to Carry You to Success Inevitably, there is a new agent who has an Aunt Martha in his back pocket. That is, Aunt Martha wants to buy a home, and has told nephew Tommy she’ll wait until he gets his license to purchase from him. Ca-ching. Dumb luck. Tommy concludes that’s how the business goes. You just wait for someone to find you and sell them a home. We know that’s not the norm, though.

Unfortunately, Tommy’s going to wait a long time for that next transaction! The ‘dumb luck’ approach to the business results in low results. Since the ‘dumb luck’ agent isn’t doing a business start-up plan, we have no way of predicting results, because we can’t measure business-producing activities. We can only measure other ‘dumb luck’ agent incomes.

That’s way too late to actively coach–or to terminate with purpose.

Your Manager Could be a ‘Dumb Luck’ Manager– Pardon the Expression…

Dumb luck managers just look at results; sales and listings sold. So, they are not aware that agents may be failing for months. If new agents expect to make a sale in month one, how many months do you think it takes for them to get dis enheartened?

2-3? Not long. So, once new agents are mentally and emotionally out of the business, they will resist any help from managers. They’ve decided they can’t make it in the business. They’ll stay awhile, though, 16

Executive Agent Magazine

for ‘dumb luck’ transactions.

Are You Lead Generating on Purpose?

Are you working a specific, prioritized lead generating plan? Is it made up of prioritized lead generating activities? Does it have ratios of activities to results, so the new agent knows whether he is on track to his goals?

Here are my activity ratios from Up and Running that will result in 8-12 transactions the first year in the business: 20 contacts to get one buyer or seller lead 8 times of putting people in the car to sell someone a home 3 listing appointments to gain one marketable listing 80% of listings sell 80% of transactions close What are the ratios in your office? Do you know?

Do you know the work it takes to consistently generate the income you want to generate? Or, are you counting on ‘dumb luck’?

Best Advice to Create your Assurance Plan Grab the best business start-up plan you can find and start the plan. Find someone to coach you to the plan. Analyze your numbers frequently. You’ll stay on track AND assure your success.

In the real estate business for over 3 decades, Carla Cross is an international speaker, trainer, and coach for real estate. She specializes in career development, business planning, leadership, and instructor development. She’s won numerous sales and leadership awards in each area, including being named as a National Realtor Educator of the Year. A popular international speaker, Carla has spoken on leadership and training topics for 16 years at national Realtor® conventions. Author of eight books on real estate sales, her wildly popular book, Up and Running in 30 Days, is used by hundreds of thousands of new agents internationally to start their careers right.

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“Success is not final; failure is not fatal: It is the courage to continue that counts.”

— Winston S. Churchill

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EExecutive Agent gent M Magazine agazine 19 xecutive A 19

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MEET THE MEMBERS OF THE WFG ORANGE COUNTY TEAM

Andrew Walsh 949.300.9101

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wfgtitle.com/Orange-County

Windell Stout 714.313.1994

C

NEVER MISTAKE ACTIVITY FOR ACHIEVEMENT

oach John Wooden’s most insightful model to discuss his idea is the methodology he used to prepare, execute and improve his practices.

He was not satisfied with simply having achievement in each activity, but rather he sought to maximize achievement without stifling initiative.

The four components Coach Wooden utilized were proper planning and execution of the plan, relentless attention to detail, maximizing the use of time, and post-practice analysis for improvement.

He described the importance of each in his book Practical Modern Basketball.

1. Proper Execution of the Plan “A daily practice plan should be prepared and followed. If you fail to follow the program on one thing, it may affect others. If you planned poorly, make the corrections for the following day, but never alter your program on a specific day once practice has started. Running overtime can be distasteful for both you and your players and should be avoided.”

2. Attention to Detail “The coach should be on the floor early to make certain that everything is ready for practice. I like to have a checklist for the managers to go by, but the coach must make sure. Some of the points on the checklist: See that the floor is clean. See that the desired number of balls are available and that they are clean and properly inflated. Make sure the scrimmage shirts are on hand and that extra shoelaces and other emergency equipment items are near at hand. Have statistical charts ready for

36 Executive Agent Magazine

use. Make sure that towels, tape and everything else that might be necessary to ensure a smooth practice are available.

“Anticipate from past experience and be prepared.”

3. Maximize use of time.

“Even though a particular drill may be emphasizing one specific fundamental, other fundamentals in use should not be overlooked. Sometimes players get careless about their passing during shooting drills, which may lead to breaking down one fundamental while building another.”

When Coach Wooden ran a rebounding drill, his players were also improving their passing, cutting, timing and movement without the ball.

4. Post-Practice Analysis “The coach should make a careful analysis of each practice while it is still fresh in his mind, in order that he may plan intelligently for the next day. I like to sit down with my assistants immediately after practice and briefly analyze and discuss the practice of that day. I make notes at that time to serve as reference to help me the next morning when I plan practice for that day.”

It is easy to see why failing to prepare is preparing to fail and never mistake activity for achievement get along so well.

What are the activities of your team that don’t yield the most productive results possible?

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CRYSTAL COVE

10 Tips to Achieve Anything You Want in Life

I

’m no stranger to feeling stuck in life. I’ve trained with some of the best coaches on the planet during my 20-year sports career, and again when I competed in the 2008 Olympics.

But when I wanted to start my own company, to share my knowledge about motivational psychology and training with others, it wasn’t as easy as I’d thought it would be.

Launching a new business is not easy. You have to give up the comforts of a stable paycheck to delve into the unknown, an unpredictable abyss. A lot of things keep us from making the leap—things like fear and insecurity. And one thing above all the rest: motivation.

When I looked back on my days as an athlete, I understood what was different. I remembered what (or who) made me push myself even when I didn’t want to. The difference was, as an athlete, I had structured days and a coach to report to. Structure keeps us focused and a coach keeps pushing and challenging us.

Thankfully I passed this stage and I founded Onbotraining, an online coaching service that helps people achieve their goals. I decided to collect the lessons I’ve learned along the way and to share them with others, like you, striving to better themselves.

So, here are my 10 best tips for achieving anything you want in life.

1. Focus on commitment, not motivation.

Just how committed are you to your goal? How important is it for you, and what are you willing to sacrifice in order to achieve it? If you find yourself fully committed, motivation will follow.

•

Here’s how to focus on commitment.

2. Seek knowledge, not results.

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If you focus on the excitement of discovery, improving, exploring and experimenting, your motivation will always be fueled. If you focus only on results, your motivation will be like weather—it will die the minute you hit a storm. So the key is to focus on the journey, not the destination. Keep thinking about what you are learning along the way and what you can improve.

•

Here’s how to seek knowledge.

3. Make the journey fun.

It’s an awesome game! The minute you make it serious, there’s a big chance it will start carrying a heavy emotional weight and you will lose perspective and become stuck again.

•

Here’s how to make the journey fun.

4. Get rid of stagnating thoughts.

Thoughts influence feelings and feelings determine how you view your work. You have a lot of thoughts in your head, and you always have a choice of which ones to focus on: the ones that will make you emotionally stuck (fears, doubts) or the ones that will move you forward (excitement, experimenting, trying new things, stepping out of your comfort zone).

•

Here’s how to get rid of stagnating thoughts.

5. Use your imagination.

Next step after getting rid of negative thoughts is to use your imagination. When things go well, you are full of positive energy, and when you are experiencing difficulties, you need to be even more energetic. So rename your situation. If you keep repeating I hate my work, guess which feelings those words will evoke? It’s a matter of imagination! You can always find something to learn even from the worst boss in the world at the most boring job. I have a great exercise for you: Just for three days, think and say positive things only. See what happens.

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Here’s how to use your imagination.

6. Stop being nice to yourself.

Motivation means action and action brings results.

Sometimes your actions fail to bring the results you •

Here’s how to use your imagination.

6. Stop being nice to yourself.

Motivation means action and action brings results.

Sometimes your actions fail to bring the results you want. So you prefer to be nice to yourself and not put yourself in a difficult situation. You wait for the perfect timing, for an opportunity, while you drive yourself into stagnation and sometimes even into depression. Get out there, challenge yourself, do something that you want to do even if you are afraid.

•

Here’s how to stop being nice to yourself.

7. Get rid of distractions.

Meaningless things and distractions will always be in your way, especially those easy, usual things you would rather do instead of focusing on new challenging and meaningful projects. Learn to focus on what is the most important. Write a list of time-wasters and hold yourself accountable to not do them.

•

Know your three steps forward. You do not need more. Fill out your weekly calendar, noting when you will do what and how. When-what-how is important to schedule. Review how each day went by what you learned and revise what you could improve.

•

Here’s how to plan.

10. Protect yourself from burnout.

It’s easy to burn out when you are very motivated.

Observe yourself to recognize any signs of tiredness and take time to rest. Your body and mind rest when you schedule relaxation and fun time into your weekly calendar. Do diverse tasks, keep switching between something creative and logical, something physical and still, working alone and with a team. Switch locations. Meditate, or just take deep breaths, close your eyes, or focus on one thing for five minutes.

•

Here’s how to protect yourself from burnout.

You lack motivation not because you are lazy or don’t have a goal. Even the biggest stars, richest businesspeople or the most accomplished athletes get lost sometimes. What makes them motivated is the curiosity about how much better or faster they can get. So above all, be curious, and this will lead you to your goals and success.

by Inga Stasiulionyte

Here’s how to get rid of distractions.

8. Don’t rely on others.

You should never expect others to do it for you, not even your partner, friend or boss. They are all busy with their own needs. No one will make you happy or achieve your goals for you. It’s all on you.

•

Here’s how to not rely on others.

9. Plan.

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CREATING A NICHE

S

tarbucks did it. So did Sam’s Club. For that matter, McDonald’s did, too. They carved themselves a successful business niche.

others? How can I create the perception that my market simply cannot live without me and what I have to offer?

When Starbucks came on the scene, it raised coffee from a mere beverage to a culture in its own right. Warehouse clubs like Sam’s made shopping in bulk fashionable, and we all know that before McDonald’s, fast food was downright slow.

In her book, “Nichecraft,” Lynda Falkenstein lays out the following steps for creating a niche: 1.

Decide who you want your customers to be.

Be specific, listing their names and companies.

2.

Decide on your focus. If you have trouble, then examine the needs of your customers.

3.

Match what you’re selling to what the customer wants to buy. List your potential clients’ interest, concerns, ambitions, and goals.

4.

Make sure you niche is special, unlike anything else out there.

5.

Make sure your niche is viable. Is there a market? Is it a strong one?

6.

Test your product or service with real people.

7.

Market your business like crazy.

8.

Commit yourself to your business.

9.

Do it all over again when your niche has grown old. Look at where your market has been and where it’s going. And be prepared to respond to change. The secret to successful niche marketing is the ability to grow and evolve with the times.

In today’s’ competitive business climate, you’ve got to separate yourself from the pack -- you’ve got to create a niche. By offering something no one else has and by targeting your business to a few select markets, you protect yourself not just from the competition, but from the twists, turns, and plunges of the economy.

Before Starbucks, coffee came in two ways: regular or decaf. Now you have your choice of latte, cappuccino, espresso ... The people who have grown to depend on specialty coffee roasters for their freshly brewed cup of Columbian premium would no longer dream of plunking 75 cents into a vending machine for a watery cup of joe.

The lesson here is to create a product or service that so completely fills a need, that your customers will have a hard time imagining life before you came on the scene.

Finding your own niche is often a matter of putting a new spin on what you already do. Ask yourself, how can I differentiate my business from

You don’t have to be a Starbucks, McDonald’s or Sam’s to be a successful niche marketer, but you can follow their lead for doing business. Find an unmet need, or create one, then position your company to fill it. Do that, and you will have found your niche.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright© 2005, Nancy Michaels. All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susiefrogpond.com; http://www.frogpond.com.

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