HEADQUARTERSHOME June 2011
Make Money at Home Ezine Edition #10
••• Are You Sleeping In? ••• Selling An Invisible Service •• ••• Want to Quit Your day Job? •••How Not to Be BORING ••• Print Is Dead – So I Started A Magazine
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NOTE FROM TORY “If you’re sleeping in, you’re sleeping on your dreams.” So said Candi Carter at our recent Spark & Hustle in Chicago. She’s the founder of It’s Hip Hop Baby, a video and audio product line for toddlers that she started as a side business while working full–time as a senior producer for the Oprah show. Candi’s message: You can always carve out time for the stuff that you’re determined to accomplish. Wake up earlier, stay up later, figure out how to make it happen. Another gem from our conference in the Windy City: “Be more concerned about people listening to you than worrying about them stealing from you.” That came from Ross Kimbarovsky, co–founder of crowdSpring, encouraging attendees to share more of their ideas without fear of having them ripped off. When we keep everything so close to the vest, we miss opportunities for feedback and engagement on our ideas.
and try not to smile: http://on.fb.me/eH7dUB. In all honesty, what makes me smile most is playing even a small part in the success of so many of the women I’m privileged to serve through our events, on television and even on Facebook. We’re wrapping up our eight-city Spark & Hustle tour in Atlanta July 21-23 – a tour that since January has drawn more than 1,000 current and aspiring women (and a few brave men) entrepreneurs. Atlanta is where Spark & Hustle was founded last July – so this will be a homecoming for many of the attendees. But many new faces have signed up – women who have a spark of an idea (or thing they do) and want to learn the hustle that it takes to make money. I can’t wait to listen to our terrific speakers, to share with you what I have gleaned in recent months from dozens of other Spark & Hustle experts and to cheer all of our business success. Check out our Atlanta page at www.sparkandhustle.com and if you’d like more details about the three-day conference you can email Alex Hall at firstname.lastname@example.org or call her at 212-2902600. I hope to see you in Atlanta.
(Ross also shared 10 tips for improving your email marketing—including one tip that’s relevant well Tory Johnson beyond that topic. Read it here: http://bit.ly/hFLCj4. One of my all–time favorite Spark & Hustle moments was captured in just 11 seconds. Watch it
REALWOMEN REALSUCCESS SELLING AN INVISIBLE SERVICE BY MAUREEN HARMONAY What I sell is invisible. You can’t taste it, smell it, feel it or even hear it. I work from a small home/office in rural Sterling, Mass., serving clients here in the states and in such countries as Portugal, Singapore, the Ukraine and United Arab Emirates. Neither language barriers nor time zones inhibit the flow of information between me and my clients. I’m an animal communicator. I use telepathy to “talk” with animals by making energetic connections with them -- to gain their perspective on what’s going on in their lives that may be causing distress or discomfort for them and their owners. One of the questions that prospective clients and skeptics ask is: but how can you know that you’re talking to my animal, when, for example, there are thousands of other golden retrievers or calico cats in the universe? How do I know you’ve really reached mine? I typically use a photograph of the animal I want to talk to, just to help me focus. But the photograph isn’t really necessary, as long as my intention is lovingly directed and I approach the animal with an open, compassionate heart, a neutral
mind, and no judgment or expectation. When I’m in the right mindset, the information just flows, whether through pictures, physical feelings, fleeting impressions, or even words in my head. I write it all down, and then it’s up to the owners to validate the accuracy of what I’ve received. In most cases, they do. Even though what I do isn’t able to be seen or felt, it’s palpably real, as my clients and their human companions can attest. During my first year of my professional practice in 2007, a woman named Marlene asked for a session for her poodle, Jack. Neither of us dreamed that it would change all of our lives. There was nothing special going on with Jack. She just wanted to know if he was happy, healthy, and enjoying his life. During my session with Jack, I detected a tingling sensation in one of his toe pads, and mentioned this to Marlene, though I wasn’t sure what it meant. Oddly enough, on the very day that I told her about her beloved dog’s foot, she noticed that he was limping and took him to the vet. The vet found nothing amiss. Marlene sought a second opinion, and once again, the veterinarian told her Jack was fine. Marlene persisted, and guess what the third vet found? Jack had cancer in the very toe pad in which I had felt the tingling. That diagnosis—and Marlene’s refusal to take “no” for an answer when it came to the health of her dog—saved Jack’s life. And it changed mine, helping me to realize the benefits of what I could offer animals and their owners. Jack’s cancerous toe pad was removed before the disease could spread any further, and he continued to thrive.
Using telepathy to communicate with animals is something we all do, but before I hung out a shingle for my consultation practice, my skills were honed during a year-long mentorship with the world-famous animal communicator, Carol Gurney, who teaches a five-part HeartTalk program, from which I graduated. And in the five years since I’ve turned professional, I have continued to develop my abilities by tapping into the wisdom of the animals themselves, who are my best teachers.
Sandra hadn’t mentioned that, but when I spoke with her after the session, she confided that in fact, it was she who had been having dizzy spells of late, and that Louie had been biting her right ear! I realized then that Louie was not only demonstrating his deep understanding of Sandra’s health issues, but that he bit her ear as a not-so-subtle way of urging her to recognize them, too. Within a few days after our session, Sandra began to notice a dramatic change in Louie’s behavior. “I was talking to him and petting him,” she said, and “he turned to take a chomp, but instead of biting down, he just held his mouth open and then shut it. I laughed and told him what a good, good boy he was.”
An opinionated cat named Louis taught me, for example, that the members of his species are quite open to telepathic suggestions, especially when their own feelings and concerns have been acknowledged and unSandra reported that in the weeks and months derstood. since my session with him, Louie never bit her again. It became clear that he had not only Louie’s “mom,” Sandra, “heard” my telepathic suggestion that biting was in a quandary when could be hurtful, but even more importantly, he she first contacted me. realized that Sandra had been made aware of Louie had started biting his concern for her health, and he didn’t need to her, for no apparent rea- keep biting her to get his message across. He also son, and had begun to urinate in inappropriate stopped urinating on the bed. places, including her bed. I have built and developed my animal communication practice by carefully cultivating and reWhen I tuned into Louie, I could almost feel him warding current clients—with thank you notes, ocin my presence, even though we were hundreds casional gifts, periodic promotions, and messages of miles apart. When I “saw” him try to bite my of caring, especially after an animal’s death or thumb, I immediately recoiled, and could sense illness. that Louie suddenly understood that he had done something that could cause pain. He let me know, though, that it was never his intention to hurt anyone. Quite the contrary. And then something really interesting happened. Louie started drawing attention to his right ear, and I sensed that he was trying to convey either a problem with his hearing, or possibly, that he was experiencing some dizziness or vertigo.
In February, for example, in honor of Valentine’s Day, I sent a flower essence from the Green Hope Farm “Animal Wellness Collection” to every client who booked a consultation at the regular fee of $75.00. I also write a periodic eNewsletter, What’s Up With Animals?, which is free for the asking.
For more information, email Maureen at email@example.com.
KNOWLEDGE SNAP KNOW WHEN TO QUIT YOUR DAY JOB By Rebekah L. Pierce Do you dread going to work? Feel like you were made to do something else with your life other than working for “the man?” Or is your hobby starting to pay you more than your day job? It may be time to move on and follow your purpose.
tions online such as www.ehealthinsurance.com or call your local insurance agency. Second, you can rollover your 401(k) plans or others into a ROTH IRA. Talk to your financial advisor/planner for more information as her or she is someone everyone should consult – especially if you’re quitting your job. Third, your home can be protected through insurance and other special programs. Again, speak with your financial advisor/planner. Fourth, plan and budget. Here again is where your financial advisor/planner will come in handy. Do you see a pattern?
But first, you need to identify the risks and rewards of quitting your day job and becoming an entrepreneur. There are risks to quitting your job, but many of them are myths that need debunking because they prevent you from following your purpose.
Visit your local Small Business Administration technology center or go to www.sba.gov for funding options.
Here are the top five myths to reasons why not to quit your day job:
Quitting your day job is a big step, and you can’t become caught up in the myths about the rewards of being your own boss. So, here are some myths about the rewards of quitting your day job.
-- I won’t have health insurance. -- I’ll lose my retirement benefit. -- I’ll be homeless. -- I need thousands of dollars to start my business and to survive. -- There is no security in entrepreneurship. Now the reality. You can always purchase private health insurance. It may cost more, but it’s better to be safe than sorry. Google health insurance op-
Finally, tomorrow is not promised to anyone. If you plan smartly, quitting your job won’t lead you to the unemployment line.
-- I don’t have to answer to anyone. -- I can set my own hours and work when I want -- I have an idea that is going to make millions. -- I can go on vacation when I want to. Stop right here. If these are the reasons you want to quit your day job, you and your family are in trouble. The reality to entrepreneurship is that you
do have to answer to someone, namely your customers and clients. Entrepreneurship is not an eight-hour job, but a 24-hour job. And can you say taxes, employees, marketing and rent/lease fees? Who is going to cover the shop when you’re on vacation? Many entrepreneurs have not made that leap to business owner where their company can now function without the owner/founder’s presence. You are the sales clerk, janitor, cashier, secretary and CEO until the business has “arrived.” The bottom line is that the decision to quit your job is personal and subjective. It is not something that can necessarily be predicted as being the right thing or the wrong thing to do at the time of the decision-making process. But is something that can work to you and your family’s advantage if it fits in line with your purpose and with careful planning. Are you ready to turn in your resignation? Before you do, here are 10 steps to consider before taking the leap: 1. Create a list of the things you are good at and enjoy doing: What is your calling? Write down your vision. 2. Create a list of pros and cons about your current job: Be real and not just make up excuses here. Perhaps you will find that you might not need to leave the job just yet, but can leverage a raise or a newly created position tailor-made for you. 3. Plan a long-term and short-term list of goals that relate to 1 & 2: Speak with a counselor at a local women’s business center to help with this. 4. Tell a business consultant/coach your ideas
and goals: Get a fresh perspective from someone who is not your family or circle. 5. Before you quit your job, see if you can negotiate a part-time deal: Don’t leave until all avenues have been exhausted – keep a part-time job until income from your new venture matches or surpasses the income from your current job. 6. Research access to capital: Capital can come in many different forms such as friends, family, loans, and savings. Have some money plan. 7. Live within your means: You should start a budget and have been living by it at least three months before quit your job, if possible. If not, call your financial advisor/planner immediately. 8. Network: You can use the traditional (groups, workshops & seminars) and/or non-traditional (i.e., post office, birthday parties, grocery store), but you must learn how to network and use your net to work for you. 9. Talk to your spouse before you jump into the water: Get their support or understanding, if not both, because this decision will impact them for a long time to come. They need to know where they stand in all of this because they will be making sacrifices with you. This is not about just you. 10. Keep a sense of humor because you’ll need it: Laughter is the remedy for insanity and depression, so keep laughing and enjoy the journey. One of my favorite inspirational quotes says, “Ambition knows no obstacles” (Chinese Proverb). I want to add to that that ambition is a curse without careful planning. That is not to say that you will be able to plan everything out, but when the bumps come up - and they will - you, your company and your family will be better equipped to handle them. Rebekah L. Pierce is a motivational speaker, teacher, wife and mother. Visit thegirlfriendconnection.yolasite.com or averagegirlmagazine.com for more information.
DID YOU KNOW
TURN CONTACTS INTO CASH BY VICKI DONLAN Women have special intuitive powers when it comes to building relationships, says career coach Vicki Donlan of Hingham, Mass. Use your desire to help others to get more business and make more money. Here are a few of her tips. 1) Always wear a smile. People are attracted to friendly people. Help people be attracted to you by being open and friendly. Smile even when on the phone. 2) Always ask open-ended questions. Questions open the door to needs. Open-ended questions allow the conversation to flow. The right questions lead to business. 3) Always follow-up immediately after meeting people with an email, a note or even a call. The follow-up is the opportunity to suggest ways you can work with each other.
4) Always make listening your top priority. By listening carefully to people you will hear how you can help and work with them. You must be aware of a need in order to fill it. 5) Always set goals for yourself and a time each day to reach out and connect with others. When you are out of sight, you are out of mind. You will only get business from people who know, like and trust you. 6) Always be a resource to others. Be the “go to” person for connecting others regardless of their needs. 7) Always be an expert in yor field/industry. Make sure everyone knows what you do and that you do it well – Toot your own horn. 8) Always remember everyone you meet is a potential client or referral to one. There are no unimportant people. You can learn something from everyone you meet. Be open to the opportunity and it will find you. For more about Vicki and her services, email her at firstname.lastname@example.org or www.vickidonlan.com
DO WHAT IT TAKES – BUT NEVER BE BORING
By Michelle Pippin
In any economy, the most successful small business owners are agile, flexible and willing to take an honest assessment of what’s working and how they can do things better.
There is no denying that even while the economic landscape seems to be making a turn for the better, sales are still tough to make.
The most successful entrepreneurs look for what they can change, create or improve upon -- rather than looking for an economy, political agenda or failed initiative to blame.
They may come more slowly, or with more investment on our part. Take heart, however: sales are still being made.
In this economy, these characteristics are even more necessary -- particularly the willingness to look at what we can do differently to increase our income. It won’t change or increase simply because you’ve been in business one day or month or year longer. In the world of small business, there are absolutely no “time served” increases.
Gas prices are high and we’re complaining but mall parking lots are still full of cars. My hair stylist still has to be booked a few weeks out. People are still spending money. So, how can you make sure you’re not losing out on your piece of the pie? First, don’t make the biggest and most unforgivable marketing mistake out there: being boring.
You can’t afford to bore your target market, to be vanilla. Nor can you afford to spew safe, predigested and common-place information. Or to swim in the “sameness” that allows you to easily be commoditized and ignored. Boring clients or prospective clients is a marketing mistake that is almost always unforgivable.
First, realize that anything or any service -- no matter how seemingly mundane -- can be made fun and exciting. Your business or industry is no different. If you think your business is too bland, get your spark back. Invite a creative friend for coffee. Talk about your business until you’ve created
How do you know if you have become boring -- in
something interesting and exciting to share. I
desperate need of a caffeinated kick in the pants
promise: it’s there.
to recharge your relationship with your target market?
Next, begin taking note of fun, controversial and attention-grabbing ads, articles or headlines.
First, if you are simply rehearsing a tagline and 30-second commercial to every person you meet,
I applaud a church in my area that advertised
regardless of whom they are or your relationship
“BAD GIRLS, DANGEROUS BOYS, MURDER, SEX,
with them, trust me you’re boring them to tears.
and LIES” to lure people to what turned out to be a very cool Bible Study class. If church can be
Be relational. Be conversational. Be authentic.
made fun and exciting, certainly your business
Ask questions. Respond.
can be, too.
Fake smiles and rehearsed intros are so 2007!
Lastly, decide what you can do to wake your
Replace them immediately with something more
target market up and grab their attention again.
relational -- two-way conversations instead of one-
How can you share your personality in your com-
way “commercials” and genuine curiosity about
munication? How can you be so authentic that it
the person in front of you instead of rehearsed
will stand out? Remember: truth, authenticity and
sales questions -- and watch your sales soar.
transparency will always stand out in our culture.
Second, your results will show you if your market
Make a list of any ideas you have... but commit to
has already fallen asleep on you. If your events
actually putting one of your ideas into play imme-
are attracting less and less people, shake things
up a bit. If your response rate has been declining steadily,
For more information:
you may be boring your market. If your sales are
on a slippery slope south, you may be committing
the ultimate marketing mistake. What to do?
ON BRANDING THREE C’S OF STANDING TALL IN YOUR MARKETING MESSAGE By Antoinette Sykes You have started a business, now what? You are an entrepreneur, yes, but now you need to position your product or service for growth and bottom line results. As a small business owner and/or a new startup, you may not have the breadth, depth and resources of a mainstream company. Which is why marketing is critical to your success. Here are three ways to stand tall in your marketing message, what I call my Three C’s. 1. Commitment – Do you believe in your product or service? If not, the odds of others doing so are diminished quite a bit. Commitment is about a strong belief in your business and convincing others of that as well; sort of a transfer of belief. As you speak to prospects about your business, they are truly sizing you up to determine your commitment to the product or service; plus how genuine you are to potential customers or clients. Your belief and commitment translates into a compelling reason that will attract new customers and keep existing ones. Commitment and belief in your business will leave a first and lasting impression. 2. Consistency – Having between one and two infrequent interactions with prospects may not produce a great bottom line. As an entrepreneur, your efforts in outreach must be relentless
and consistent. In today’s world, consumers are bombarded with information. A business brand needs to be in front of a prospect at least seven times before they even remember who you are. Seven times! Think of how many times today you received emails, phone calls, read magazines, checked Facebook or Twitter or just other daily interruptions. Now, think of your prospect having to engage in the same distractions. Your prospect will experience the same scenario daily. So as a business owner, it is your job to reach your prospects frequently so that you achieve top of mind awareness). Consistency is key. 3. Clearly communicate value or benefit – What’s in it for me? – is the mindset of the consumer. Are you offering a product or service that people want? This is where doing your research and listening to your target audience comes in handy. Those results can then be aligned with your business service offering to truly carve out a value added proposition. Standing tall in your value means being specific and authentic in how your product or service benefits the customer. To achieve this you must a. Know your client/customer b. Know your product/service and c. Know your competition (how does your product or service create more value than other competitors?)
Implementing these three C’s above will add value to your marketing approach and bring you great bottom-line results. For more information: http://AntoinetteSykes.com or her blog at http://StandingTallRevolution.com.
PRINT IS DEAD SO I STARTED A MAGAZINE BY CHER VALENTINO I was facing a very uncertain future to say the least. After many rejections, continued crying, bouts of depression, and eating binges, I really questioned what it was that I was feeling in my heart -- and what my spirit was crying out to say. Embracing my golden years in pursuit of rest and relaxation was not my fantasy. I did not have the option of retiring, nor did I want to. And, I certainly didnâ€™t want to be forced out of the game.
Having opted out of the everyday work world for five years to care for my father, I discovered I was odd woman out at age 59 when I was ready to return. I shouldnâ€™t have been surprised, what with a dubious economy, corporations failing, unemployment rising and my age factoring negatively into the equation.
I have always been independent -- a single mother raising a child alone. Although I was always able to provide for the two of us (plus our diverse menagerie of four-legged friends), I was never that adept at saving for a rainy day. I started Our USA Magazine not only out of passion for a dream long put on hold, but also out of economic necessity. I launched in the summer of 2009, just as the momentum for the Tea Party was growing, but I was too busy worrying about launching my magazine to think about that new movement.
I know that all the new social media mitigates the need for hard copy publications, but I still like the feel of a magazine. I like to feel the weight of it, to smell the ink, to tear it into pieces when I find interesting pictures or articles or recipes. So, after much soul searching and going against the tide, I decided to take a giant leap and gamble on putting together a publication that would give a platform to all those wonderful, aspiring creative types who were inhibited to submit work to an iconic publication because they were not considered a “professional” writer or artist. I want Our USA Magazine to be a place where real people can share their stories and their memories with each other. I like to think of it as a print version of reality TV.
The name of Our USA Magazine lends itself to an iconic symbol of the United States – or at least that’s what I believe. I wanted the image to be consistent, and easily recognizable. I turned it into a contest for readers to contribute their best photos of Old Glory for a chance at the cover shot. Readers were asked to try to capture the pride they feel whenever or wherever they are when they see our Stars and Stripes displayed. Maybe our flag is taken for granted and only sanctified on national holidays or during sporting events, (or embraced by popular TV networks) and maybe it’s a little corny, but I read an article once that during World War II many of the nation’s leading magazines, including Time, Life and The Saturday Evening Post displayed the Stars and Stripes on their covers to promote national unity. Maybe unwittingly that’s all I’m really trying to achieve by putting our flag on the cover of every issue.
I have been publishing now for almost two years. It is an ongoing exhilarating journey, much like a roller coaster ride of ups and downs, with extended squeals of delight, as well as terror. Analysis is paralysis for me, so instead of developing a formal business plan, I just jumped in headfirst. Folks from all across the United States who dream of seeing their work in print, generate the content of the magazine. I have a background in producing catalogs and know my way around computers and graphic design. My son-in-law is the prepress genius who makes sure the project is correct before it goes to the printer. There are a few issues related to starting and running your own business, especially if you start at a later age. I think a lot of women experience feeling ‘invisible’ once they hit a certain age. People seem to ignore you, or don’t take you seriously, which
amplifies your own lack of self-confidence. Compound this with lack of support from well-meaning family and friends, or juggling business needs with family and care giving needs, or lack of particular business skills, or difficulty in obtaining financing… well I can tell you that your hormones pretty much scream at you every day. However, I can confidently tell you that the satisfaction I feel after I put an issue “to bed” is incomparable. It’s much like giving birth, with a shorter gestation period and less compassion for the process, but nevertheless you feel mighty proud at its delivery. I have made many mistakes along the way including not properly defining the target market, lack of promotion, and the “biggie” -- underestimating costs. Recently, I was pleased to enlist the help of some very talented creative young minds through our local university. The students of the communications department took the magazine on as a case study, and I was able to profit with a well-constructed marketing plan, free of charge.
My ongoing concerns are centered on generating sponsors, subscribers, and advertisers -- no small task. Though profit, growth, and freedom from financial worry are definitely motivating factors, it is not my primary focus. The real driving force propelling me is the opportunity to help others see their dreams realized. I know that sounds a bit altruistic, but it definitely is the main reason I do this. It’s a great feeling when I’m told by a writer that because of publication in my magazine they found the courage and determination to write and publish their first book, or an artist to show in their first exhibit, or a photographer to get their first paying gig -- all because of work presented in the magazine. To me, it’s important that the magazine engender a feeling that no matter who we are, where we’re from, or how much money we have in the bank, what we say and do is of value. Visit us at www.ourusamagazine.com or on Facebook at www.facebook.com/Our.USA.Magazine. You can reach me at email@example.com.