Personal Recommendations Beat Out Online Sources

As I was reading my daily marketing news, I ran across a study that found most online purchasers bought because of a personal recommendation from a friend/relative (34%), followed by spouse/partner (25%), then a blogger (5%) and a chat room (5%).

Truly, this is no surprise to me. Personal, one-on-one connections are gems. These are the people you trust and depend on. If Oprah tweeted, “Acai is amazing”, but my friend Jane said, “I tried it and it’s not worth the price,” I’d go with Jane. Sorry, Oprah.

If you’re out there trying to make a splash in cyberspace, get the movers and shakers talking online and off. And talk to women! Women, your most valuable consumers, are twice as likely as men to recommend a product/service to a friend.

Start with a core group of “sneezers”, as Seth Godin calls them. These are influential people who are sure to tell their friends when they’re into something new. Then keep the momentum going. Ask those people to write online reviews or blog about your product/service. This will begin your online and offline publicity.

Are you looking for more tips on getting your product/service seen and heard in the marketplace? Sign up for my tip of the week, delivered to your inbox every Friday!

Building a Professional Network

We always hear that building professional networks is vital to success, but it should also be noted that your network should reach beyond family and friends.

Family and friends are great, and most of us would be lost without them. They create a great support system in a wide variety of situations—including helping you fulfill your dreams. However, if you’re talking business, you really need to expand your network. Most women rely on family members as their primary network, but these individuals don’t always have access to meaningful business information—like new leads, business experts or financial advice.

Your contacts should be people who will help you develop your competitive advantage. You need diversity of opinions and backgrounds, so as you build your network, try to include individuals with varying backgrounds and expertise. Ideally, it should be people who don’t work for you. That way you can benefit from different perspectives and ideas. You can begin by joining and participating in social media sites and joining local professional networking groups. So, get out there and start reaching out.

The time is now, start your own business today!

It’s never too late to start your own business! Whether you are 28 or 72, if you are passionate about business, you will succeed.

As the baby boomer generation grows older, it is more common to see that those approaching retiring age are not emotionally ready to do so. Every 60 seconds, a woman starts a business, and a large percentage of those women are over the age of 50. Many of these women have a productive career behind them, years of knowledge packed away and still dream of running their own business. And there are not limitations on making your dreams come true.

I tell people all the time that it’s never too early or too late to create their personal brand. Everything you’ve done up to this point has prepared you for entrepreneurship, and you are uniquely qualified to make your dreams and your passions come to life. Along the way, you’ve acquired wisdom and experience. Sure there have been setbacks, but you’ve moved ahead with great strides. In short, you’ve learned from a wide variety of experiences that will benefit you greatly in the days to come.

So, I say start defining your personal brand today. Then take it, along with the experience, insight and confidence you’ve gained in the process, and begin the next chapter of your career with gusto.

Don't Forget to Dream

Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.

Begin by asking yourself this question: If you could be anyone else for a day, who would it be? What is your dream? Start defining it. What are you passionate about? What business activities feel most like fun and least like work? Of course, this requires some soul-searching. Take it to the next level. Write down the names of three people you admire. It doesn’t matter if they are family members, friends or business acquaintances. Then, determine what characteristics you admire in each of them. The attributes you list should be closely aligned with the heart of your passions! When you define your passions and dreams, you begin the planning process, and that in turn opens the door to exciting possibilities.

This tip, from Gloria Steinem, is definitely one to live by. Anytime you create and build a business, you dream—or plan. It’s part of the natural course of events. And leaps of imagination are necessary for making it happen. There are, after all, endless possibilities, and it’s up to you to steer them in the direction that fulfills your dreams. I spend a great deal of time talking with women entrepreneurs around the country, and I am able to witness firsthand the incredible success they are experiencing. As you know, women are starting businesses at twice the rate of men. Why? The reason is in part because they can, but also because they are dreaming and planning. It’s the excitement of the possibility. And today, more than ever, they know that it’s possible for a woman to own and operate her own business. Thanks to women like Gloria Steinem who forged the way for women like me—and you.

What about you? Are you dreaming and planning? Is your imagination working overtime? Get your mind in gear by reading about other women entrepreneurs and sharing your success story at www.RealYouIncorporated.com.

What's in a name?

Let me say this: Naming your company matters. It’s part of your real brand; it’s your essence. What you need to do is begin with your company story. Write it down; record it. From the first twinkle of an idea to the people that have played a significant role, get it on paper. This is important because you’ll want employees to know about and understand your brand. They need to know the real story.

After you’ve got that down, coming up with a name for the company should be easier. You’ll want it to define your real brand—the genuine, truthful, authentic you that your company is all about. Remember those dreams? Sure you do! Let them unfold—in your company name.

To share your success story and company name leave us a comment, or check out RealYouIncorporated.com for some inspiration from other female entrepreneurs.

Dear Advertisers. It's me, Female Consumer.

Every month I’m excited to read my favorite magazine. I open the glossy cover with its witty teasers to find: full-color, beautiful woman, product, no substance (flip). Repeat. Repeat. Great content (finally!). Flawless woman, product (flip). It’s a vicious cycle. I quickly move past the ads to get to the good stuff.

It’s disappointing to say the least. Here you are with your great brand, prime real estate in a highly-circulated magazine, an over-paid advertising agency on retainer and a full page ad that says … nothing. Hello? Anyone listening out there? What happened to the emotionally captivating messages that accompanied the great imagery?

To read more about emotional branding and which companies are doing it right, check out my eBrandMarketing post and tell me about some ads that speak to you!

Find clarity about what it is you are seeking, and go after it.

If you don’t have a clear picture about what you want, you will never get it. Clarity of vision is so important. But to do it right takes time and effort. Begin by choosing three words to describe your business, even if that business is not yet off the ground. Then put your operating principles in writing. This will likely be the precursor to your company vision or mission statement, so take the time to get it right. Next, list some additional adjectives that you want to associate with your vision. Play around with it; be creative. This is the fun part. Remember, the clearer the picture, the easier it will be to transform your vision into reality.

This tip comes from Elizabeth Lessner, owner of Betty’s Family of Restaurants in Columbus, Ohio, which includes Betty’s Fine Food and Spirits, The Surly Girl Saloon, Tip Top Kitchen and Cocktails and Dirty Frank’s Hot Dogs (coming soon). Even before she opened her first restaurant, Elizabeth was trying to find a niche. She wanted to create an environment where women could go—a place to hang out and feel comfortable, free of hassles and full of fun! “It seemed like I could do it,” she recalls about her initial vision. So, she decided to take a chance. Sure, there were skeptics in her life, people who doubted her ability to make it happen—especially at such a young age. And frankly, without that clear picture, it could have flopped. But Elizabeth had clarity, and she went after it—and that made a huge difference in the outcome.

You, too, can follow a dream—a similar dream of owning your own business, perhaps. In the meantime, learn more by reading Elizabeth Lessner’s profile at RealYouIncorporated.com.

By 2012, women will outnumber men online by more than 8 million

A woman starts a business in the U.S. every 60 seconds. And, American women are the largest economy on earth. Put those two stats together with the possibilities of the Internet - and you’ve got a revolution to be reckoned with.

To read more about the power of women online, check out my eBrandMarketing post and let me know what you think!

Make your office of reflection of the Real You

MAKE IT HAPPEN: According to the Bureau of Labor Statistics, in 2007 the average American worked 42.9 hours a week. Over the course of a year, this added up to approximately 2,230 hours, which is about 13.3 weeks straight. If you’re spending this much time in your office, create a space that reflects the real you by addressing the needs of your five senses.

TIP IN ACTION: Start with color. Choose colors that exhibit your personality. For example, those who consider themselves to be imaginative, idealistic, a visionary and somewhat eccentric at times may be drawn to the color blue. You may also want to surround yourself with visual reminders of your hobbies and passions. My walls are blue, and I have sea glass on my desk to remind me of the ocean (I’m landlocked in Ohio). I also have tons of pictures and mementos from my kids.

Next, stimulate your sense of smell with a favorite scented candle—lavender, sandalwood and vanilla are great stress-relieving scents. When it comes to taste, keep a container of mints, chocolates or hard candy in your office. I have giant red lollipops around.

Whether you like Beethoven or the Beach Boys, choose some tunes that reflect your taste in music. There are some great desk clocks that double as iPod docks on the market. Turn on your favorite playlist, or listen to some soothing sounds of nature—whatever gets you energized.

Lastly, make sure you address the importance of touch. From your chair to the flooring, it’s important to feel comfortable in your workspace. Pick a desk chair that’s supportive and adds personal flair. Your desk should be spacious and ergonomic.

Here are a few offices of famous New Yorkers, including Martha Stewart’s, for inspiration.

The Million Dollar Question: Can I have it all?

Women have been grappling with this one for years. The honest answer: it’s not about having it all. It’s about having what you want—and being real.

Being real means aligning your values and personality with your business—and the people in your life. Think about who you are and what you want. How do you think? What makes you tick? Then, make sure the members of your team think like you do. Forget about having it all; instead, focus on integrating work and family with your personal goals.

Begin by setting aside some time, away from life’s distractions, to focus on your goals. Develop a clear plan, and then put it into action after your family, friends and professional team members are on board. Together, you will make it happen!

For more tips on making it happen check out Real You Incorporated: 8 Essentials For Women Entrepreneurs.

A Lesson from eHarmony.com

I’ll admit it. I’m a big fan of eHarmony.com and I’m married and the mom of four. The reason I’m a fan is the marketing genius and lessons we all can learn from the site and its approach. Launched in 2000, the site is the #1 trusted relationship destination on the website, and has kept that position even in the face of a lot of competition. Why? Check out my eBrandMarketing post.

Never leave home without a business card

You’ve heard it said that first impressions are everything, and in many cases, it’s true. When you’re out there pitching your business and selling yourself, you need to be prepared to articulate your message on a moment’s notice. Having your business card handy will simplify the process. In the meantime, practice what you want to say the next time you need to ask for business. Keep it short, perhaps a sentence or two, and be sure to include the key points—your name, your company name, what service you provide or what product you sell, and finally, how people can find you. That’s where the card comes in. Have it ready—always!

Hopefully you were able to attend last evening’s RYI event at the Wexner Center when I hosted a panel of professional women from Central Ohio, and together we discussed how women have a unique ability to infuse philanthropy into their business. If you arrived early, you were there for the networking reception—the perfect example of an opportunity to meet other professional women and share your story. Of course, there are similar events taking place across the country all the time. Don’t miss them. Be there. And don’t forget your business cards!

Stay tuned for similar networking opportunities by checking the Real You Web site.

The real world is online

Your goal should be to grow closer to your female customer, to know what she likes and what product or service you can offer her to make her life easier. Now take that a step further and determine how you can delight her online. So, imagine a day in her life. From start to finish, what does she do, and what does she need to accomplish her daily tasks? Find out where she’s going online—and be there. What does she read online? Where does she spend her time? But perhaps most important, subscribe to blogs and e-newsletters within your industry, and keep current with what’s out there. Things are moving fast, and you and your business need to be a part of it in order to meet her needs.

At Real Living, we developed a series of quizzes for customers to discover their decorating style, housing types and more. We did this to make life easier for women who are searching for a home. The process of choosing a house can be daunting. By providing her with the tools she needs to simplify the process—like a consumer portal where she can organize, personalize, save and share her favorites properties with friends and families—we’ve helped her accomplish one of her tasks—and best of all, we’ve done it online. You, too, can bring this concept to your business. The real world is online. Be there. That’s where you’ll find your customers.

In addition to meeting customers online at RealLiving.com, we’ve created a forum of women entrepreneurs online as well. Learn what other women are saying and doing online, and share your story!

The Power of the Purse in Real Estate

Real Living has been marketing to women for 7 years now! In fact, Real Living was the first women-focused brand in real estate. Why market to women?

• Women make or influence 91% of all home buying decisions.
• Women guide 94% of all home-furnishing purchases.
• Two-thirds of real estate agents are women.
• 78% of engaged women say that while they already have furniture, they’ll replace most or all of it when they marry.

This being said, I presented at the national Marketing to Women (M2W) conference in May about the tremendous purchasing power women hold in this country, but more specifically in real estate. It was a great learning experience! The M2W conference attracts brands from across the country that understand the influence women have as consumers.

M2W asked Real Living to put together a video highlighting more great statistics on the purchasing power of women. It’s now featured on the M2W site. Click here to view the video!

Have you seen one of the best blogs for marketing to women?

I’m excited to share with you that I have recently become a contributing columnist to eBrandMarketing—the No. 1 blog on marketing to women—published by Glam Media, which reaches 77 million unique visitors. You’ll hear from the foremost authorities on women, like Fara Warner, author of Power of the Purse.

My column, called (you guessed it!) Real You, spotlights what women are looking for in a brand experience. I share my thoughts about how companies can do a better job connecting with us through emotional branding, authenticity and understanding women’s purchasing power.

Check out one of the most read blogs on eBrandMarketing: Real You: “Ladies” you can ride, look pretty, but you cannot drive, and come back every Friday for a new Real You column!

Things to consider before starting a business

Before bringing a great business idea to life, you must prepare yourself for what’s ahead. There are many things you can do, but begin by connecting with people. First, find a mentor, a person who can teach you the ropes and share personal experiences at the same time. Learn from this individual. Why is she successful? What could this person have done differently?

Of course, you may have to step out of your comfort zone. For instance, the next time you’re riding the elevator with a co-worker you don’t know, introduce yourself. It’s critical to develop relationships, so start immediately!

Do you have a fantastic mentor that you want to tell us about? Go ahead, we’d love to hear about the real people in your life! For more on mentors and networking check out my book, Real You Incorporated: 8 Essentials for Women Entrepreneurs.

Love who you are, and what you do. Do it all as a proudly passionate real female entrepreneur.

Make a list of the characteristics people most admire about you. You’ll need to solicit the help of your family and friends for this one. The process will help define who you are—and what you do. Remember, these are the characteristics that make you real. Let them shine in a real way.

Linda Alvarado is an American entrepreneur who started her own construction company in 1976 with a $2,500 loan from her parents. Alvarado Construction, based in Denver, has become one of the fastest growing commercial general contracting firms in the country. In fact, it was one of three firms that built the new stadium for the Denver Broncos, and it was also part of the construction of the Denver International Airport and the Colorado Convention Center. Still, people really noticed Alvarado in 1991. That’s the year she became the first Hispanic to own a major baseball franchise--the Colorado Rockies. In addition to being the recipient of numerous awards, she also served on President Clinton’s Advisory Commission of Educational Excellence for Hispanic Americans. Clearly, Alvarado loves what she does—and she does it as a proudly passionate female entrepreneur.

How about you? Do you love who you are—and what you do? Leave a comment!

For more inspiration, check out my recent article about expressing your unique personal brand as a marketable business brand on WomenEntrepreneur.com.

Do what you love.

Find out what makes you wake up in the morning and smile. Start by listing the activities that you are most passionate about during a typical day at work or home. These are probably the daily tasks that you look forward to—the items on your to-do list that get checked off first. Once you’ve uncovered your passions, it’s easier to make them come to life in your real brand.

I think that Kim Ades, president of Opening Doors and Frame of Mind Coaching , chose this as one of her favorite tips for women entrepreneurs because it has made such a difference in her life. As a business owner, she specializes in thought management, and her goal is to help people attain the opportunities they are seeking in life. She “opens doors” to people, to thoughts, to greatness—and to self-actualization. And she “opens the doors” that stand in the way of great fulfillment—of doing what a person truly loves.

How about you? Are you passionate about what you do in life? Is there a spring in your step? A sparkle in your eye? Start opening the doors to your passion by reading Real You Incorporated.

And don’t forget to share your success stories with the RYI Community!

In today’s 24/7 world, women make over 80% of all consumer purchases across every product category

In fact, there’s a whole conference designed to inform marketers on various topics concerning the female consumer. The fourth annual The Marketing to Women Conference will be held May 8-9 at the Chicago Cultural Center, and I’m so excited to be attending this year. I’ll be speaking along with some of the most well-known experts in women’s marketing, like author Marti Barletta and the founding publisher of PINK magazine, Genevieve Bos.

In my presentation, Home is Where the Purse is, I’ll be explaining the immense buying power women have around the real estate transaction. Women are buying during life stages, so there's a huge opportunity to reach them during these moments. Marriage, the birth of a child, a growing family--these are opportune times to market to women. Since women also increase spending by 200 percent in the first year of home ownership, savvy marketers can capitalize on these life transitions. Today's woman is buying more than just a home; she's buying a lifestyle.

Women need to stop competing…

And start helping each other. It’s a topic I’m very passionate about, and I discuss it in my recent interview with Carrie Runnals, author of Words-To-Mouth blog and co-host of TheDivaCast. We also talked about women as natural networkers and the gifts we bring to the business world.

Click here to listen to the podcast.