authenticity Archives | Jane Tabachnick & Co

Why You Need To Keep Positioning Yourself As An Expert

The Case For Why You Need to Keep Positioning Yourself as an Expert.

This is the second time in my life it’s happened. A stranger asked for my autograph as I stood on the street. I was positioning myself as an expert without even realizing I was doing it.

I’m not a celebrity or a known personality. So why did these passers-by ask for my autograph?

I was a perfect September day and the passers-by were just following their instinct and conditioning.

You see, I was with my client Marya who was about to be featured on NBC to talk about her new book Career X, that we had recently published for her. We thought it would be fun to hire a video crew to document our experience leading up to being on NBC, and both she and I could use the video in our marketing.

So, the passers-by didn’t recognize us or mistake us for celebrities. They just assumed that we were celebrities based on our positioning -the video crew following us signaled to them and made them believe without a doubt that we were celebrities and they were just too bashful to even ask who we were.

They were attracted to us as celebrities – whoever we were.

So why am I telling you this?

As an entrepreneur or author, you should always be positioning yourself as the expert so that you stand out in your niche. It helps do the following:

Solidifies your expert positioning
Presells prospects on working with you
Creates an enhanced desire to work with you
It sets the expectation that as an expert, they can expect to pay premium pricing to work with you

Even if you are higher priced than your competitors or the highest price in your market, positioning yourself as an expert reduces price resistance and negotiation.

Take a lesson on expert positioning from celebrities like Richard Branson

Here is another example of expert positioning from a true, internationally recognized celebrity – Richard Branson – one of my business heroes.

Doing lead generation on LinkedIn, I noticed something in conversations with my new connections. Following some back-and-forth messages and a few phone conversations, if I believe that a connection might be a fit for my services, I will ask if they’ve ever thought of writing a book. On numerous occasions, I have gotten a sharp response back saying, “I’m already an author.” In one instance, the response was “I’ve written ten books and they are translated in multiple languages.”

I’m human and sometimes I make mistakes, so feeling I had possibly goofed and missed it on their LinkedIn profile when I initially reviewed it, I went back and checked. Nowhere on their LinkedIn profile is there a mention of their book. This always surprises me. For most people, writing a book is something that they’re immensely proud of. It’s a big achievement. And it’s a great expert position piece. So why isn’t it on their profile?

Branson and Gary V recognize the importance of positioning, continually. They both showcase their books in their profile graphic and title description.

Richard Branson takes his positioning even further by including endorsements for his book from other recognizable names – Sheryl Sandberg and Bill Gates. He shows that positioning is an ongoing process, even after you reach celebrity status.

Dan Kennedy, legendary marketer and author stated it well when he said:

“The simple truth is, if you aren’t deliberately, systematically, methodically – or rapidly and dramatically – establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fuelling the entire economy around you and neglecting development of a measurably valuable asset.”

Want help with your celebrity positioning? Schedule a complimentary strategy session here

Ready to add Author to your resume and positioning? Join us for the 8 Week Book Coaching Program

Are You The Best-Kept Secret in Your Niche ?

Being the best-kept secret in your market is a disservice to you, your clients and the world. Most brands, like my clients, LOVE what they do. They also create great impact in the lives and businesses of those that they work with.

This inspires me and makes me proud.

It also makes me mad…

What? It makes you mad Jane?

I know this applies to some of your companies, my dear, talented readers….

The problem is…..

You may still the best-kept secret…

So… the best-kept secret I want you to meet is YOUR COMPANY! You have a gift, you have a message that needs to be heard. Your brand can make a difference in peoples’ lives, health, wealth…. And so your not being seen enough – that makes me mad – how can your brand share it’s gifts, services and products if the right people don’t know about you?

I want to help you so that more people know about you and what you can offer. Simple mindset shifts, as well as learning more about simple publicity you can do for your business can be both fun and profitable. Often the solution is simpler than you think!

So I have a question – what stops you? Why isn’t your company getting the word out, getting more visibility and reaching more people who want and need you and what you offer?

I have a sneaky suspicion…. As well as how to fix it… and I’ll share with you in an upcoming post. I am also going to be talking about this on Facebook, so please follow me there and like my page so you get notified when I add content or go Live. I’ve also created a new program to help you Magnify Your Message.

Of course, I love to hear from you… Please comment below.

authenticity best-kept secret introvert PR PR Strategy public relations

Why You Need Stories In Your NonFiction Book

Our brains are wired for stories. They can create an emotional connection and are easier to remember than text or facts.

Your nonfiction book will be much richer if you include stories in it. You may have a compelling methodology, philosophy or message; the reader will benefit more and remember it longer if you include stories. A rich, textured, multisensory experience with a beginning, middle and an end, is much more enjoyable and memorable than straight theory.

I don’t remember a lot of what I learned in history class, but the stories my teacher shared with us about a historical figure, have stuck with me long beyond any textbook learning. The same will be true for stories you include in your book.

It’s important to carefully select the story or stories you include in your book; choose a story that your ideal reader will identify with, as well as one that showcases your best client work and results.

[clickToTweet tweet=”She Who Tells Stories Rules The World – Why You Need Stories in Your Nonfiction Book” quote=”She Who Tells Stories Rules the World – Native American Proverb”]

Here is how a story can enhance your book:

Demonstrates how the rubber meets the road; your book outlines a message, concept or theory that you are telling the reader about it. Showing is more compelling than telling! Your story shows the reader your concept in a real-life situation, making it easier for them to relate to it.

Allows readers to see themselves in your story; a well-chosen story is relatable to the reader as it helps them walk in the shoes of your client/hero and see themselves working with you.

Provides social proof. Your story shows how you helped a client go from problem to solution easily and quickly, providing proof that serves as a testimonial. It shows that you have done it successfully for the client in your story, and your reader will now know you’re capable of doing it for them.

Demonstrates to the reader you can help them go from where they are, to where they want to be, as evidenced by your well-selected case study. A well-written story will be so real that the reader can taste the result. They will see you as the one who can help them get the same result for themselves.

A well-chosen story is relatable. It confirms for the reader that you understand them and their problem. It shows that you know the solution, and have helped others working with you, overcome their challenges and obstacles.

Remember, as the native American proverb says, ‘She who tells the best stories rules the world.’

This first appeared on She Owns It

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How to Profit From Your Book – The $7,000 Message

Ever get a $7000 message? My client did, and this is just one example of how to profit from your book.

I was at a training with my client Mai. The same workshop where I ate fire! Mai, called me over and was clearly so excited she couldn’t contain herself.

I couldn’t wait to see what the excitement was about.

“Look at this message I just got from a prospect. It’s all because of the book. Oh my gosh! Thank you” Jane.

Note: Mai worked with me to write and publish her book The Divorced Mom’s Guide to Dating. We got the book written and published [to bestseller status] in about 90 days.

The message, which you can see in the image to the left, was from a reader, who was so excited and ready to sign up for coaching with Mai after reading her book that she emailed her and then sent her this message on Facebook to make sure Mai saw it as soon as possible.

**How Mai’s book created a ready to buy $7000 coaching client**

People buy from those that they know, like and trust. People can get a sense of you and your work from your book, if it’s written and set up correctly. What we did in Mai’s case was:

Tell her story, so readers connected with her instantly
Share client stories – so readers could relate to ‘people just like them’, who were in ‘situations just like them’ and who got ‘the outcomes they are seeking’
Give people a taste of her methodology/coaching program in the book
Include worksheets so that readers could start to do the work/ begin to experience results from Mai’s work
Included a beautiful invite to Mai’s bi-annual live event.

Have you ever tried to learn something from a book or program on your own?

What was the outcome?

As is often the case, people find that they are only able to get so far via a book or self-paced coaching or learning program, and then realize they need additional, more personalize support to reach their goals. That was the case with Mai’s reader. She’d gone as far as she could on her own, and she already saw Mai as the answer to a problem she was desperate to solve. So she signed up for a $7000 coaching program with Mai.

Imagine getting a text like this! If you are like me, and selling is not something you like to do….having clients lined up excited to sign up with you is pretty attractive. As a salesperson friend of mine joked, when I showed them the message Mai received, the only thing left to ask is ‘Visa or Mastercard?’

Ready to package your expertise and method into a book, and attract ready to buy readers? Let’s talk.

5 Ways You Should Be Using Your Nonfiction Book to Make Money

How a Business Coach Landed Clients With His Book

4 Ways Writing a Book Can Grow Your Business

authenticity author book marketing profit writing a book

Feel the Fear… Write the Book Anyway

Feel the fear do the ________ anyway!

As many of you know, in my world the fill-in-the-blank would be Feel the fear write the book anyway, but really this is a metaphor for anything in life.

Whether books are on your short list, yours is in works or way out in the distant future or not at all, there’s a lesson in this for everyone.

We all have things that we fear doing. Some of you may not want to fess up publicly. Your choice.

I know I always fear public speaking until I get going on stage and then I usually start enjoying it. I’m actively seeking to do more public speaking. You may think, why the heck would she do that?

There are two reasons:

You may have heard me say that my favorite quote is “life begins at the edge of your comfort zone” so I’m trying to push myself to do things that are uncomfortable but that I know are going to help me grow as a person and a professional.
I know that doing public speaking will help me get in front of more people who I can help by providing some of my knowledge and expertise and hopefully inspiring them to take action.

I was at a literary conference recently that my city hosted for the first time. I sat in on a panel of successful fiction writers, most of whom I’d never heard of. I was really struck by what Garth Risk Hallberg, one of the panelists told us, when he said that he worked on his book for six years. During the first four, he didn’t even let anyone know he was working on it – not even his closest friends.

Why? Because he was afraid. Afraid that it would just end up in his top-drawer, unread. Afraid no publishing house would pick him up. Afraid no one would read it. Afraid if they read it, that they wouldn’t like it.

Sound familiar? It did to me- like he was broadcasting the little gremlin voice in my head, as well as a thoughts /fears many of my clients expressed to me at one point in their journey to becoming published authors.
[clickToTweet tweet=”“I’ve had a lot of worries in my life, most of which never happened.” Mark Twain” quote=”“I’ve had a lot of worries in my life, most of which never happened.” Mark Twain “]

So in this case author Hallberg’s fears were unfounded. His book was a big success and each and every one of his fears didn’t come to pass.

Now your outcomes and my outcomes may not be as spectacular, but you won’t have any wins if you don’t take any chances. If you don’t allow yourself to either ignore those fears, or set them aside to do that thing that you’ve been fearing, nothing great can happen. Period.

Sometimes removing fear can be done by improving your skills in the area where you have fears, practicing to build your confidence, hiring a mentor or sometimes moving past the fear means starting by taking tiny baby steps.

How can I support you in moving past a fear to achieve a dream? Please let me know. You can do so by commenting below or by submitting a request on Facebook

Here’s another fear- doing live video. I publicly committed to doing a FB Live every day in May to help me push past that fear!! I’d love your support on it, so stop by and join me, please!

To your success!

authenticity fear writing writing a book

Don’t Call Yourself An Expert

Don’t call yourself an expert, even though I know you want to be seen as one. Saying I’m an Expert doesn’t always feel right – whether you have impostor syndrome and don’t think you are worthy of that title [even though you most probably do deserve to be called an Expert], or you fear being seen as being boastful.

The real reason calling yourself an expert doesn’t work, is because we live in a review or reputation economy. People don’t trust what you say about you. Sorry, that is the truth.

Here is what they do trust, according to Neilsen’s Trust in Advertising survey:

Recommendations from friends and family
Online reviews, recommendations and social proof [high number of likes, huge twitter following…]
The media

Not mentioned in the survey, but they also trust: Authors

Don’t Try this Trick at Home

Muhammad Ali called himself The Greatest, before he even believed he was.

It worked for him, but for 99.999999% of us, we would raise some eyebrows and be thought of as many things BUT the greatest.

To communicate that you are an expert to your network – prospects, partners, social media, clients, and even your mom….

Don’t Call Yourself An Expert – Do this:

Display reviews, recommendations, media mentions and testimonials prominently on your website, in your social profiles, in your bio… [More about how to do this effectively in an upcoming post]

Let others do the talking for you. It’s much more effective and believable. And it doesn’t feel braggy or insincere as it does when you call yourself an expert.

Here is what this could look like in person. When asked, “What do you do?” You could respond with something a client has said about you. I might respond as follows:

“My clients call me the ‘Make it Happen Maven’ – I help them get more visibility and authority positioning, and help them become bestselling published authors.”

Not only is it a lot more authentic and in tune with our review economy, it’s a lot more intriguing than saying, “I am an authority marketing and book publishing expert.”

Now, what do you do? Please comment below and let me know!

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5 Ways to Promote Yourself That Don’t Feel Icky

Mom used to tell me it’s not polite to brag.

And no one likes a braggart!

The funny thing is that people often assume that some who brags a lot is very confident and outgoing, the fact of the matter is that they may actually be insecure and seeking outside reinforcement.

Ok. So you don’t want to be seen as a braggart.

If you don’t share your company’s offerings, your accomplishments, successes and milestones, how will your prospects and clients know about them? How will you share your gifts and service with more of the people who need them?

If a tree falls in the forest…

You do need to get the word out and promote yourself and your services on a regular basis. The great news is that there are ways to do it that won’t make you feel icky or a braggart.

5 easy ways to toot your own horn that won’t make you feel uncomfortable:

Talk about your business in the third person – a simple mindset shift
This is a common problem for soloprenuers. A simple trick to remove feeling uncomfortable about promoting yourself is to think of yourself or your business as another entity, a third party. Think about how much easier it is to share a friend’s accomplishment with others. Treating your business like that friend, makes it easy to talk about your business without holding back or feeling discomfort.

Make the customer the hero of your story
Focus your marketing and content on your client’s success stories [with their permission]. You solved their problem successfully. They are now raving fans. Create a case study, blog post or press release. If you focus on the client, the content you create will feel less like you are being self-promotional. It will also be something that the client will naturally want to share with their audience, garnering your even more mileage and visibility!

Be a customer educator and advocate
Offer great tips and information that will help your audience – both prospects and clients succeed. This will naturally position you as a knowledgeable resource, which will attract people who need your services. Don’t be afraid to give away your best content.

Just calling yourself the expert isn’t going to do it these days. Positioning yourself as an educator and an advocate for your customers success should be your major focus. When a prospect feels you are the source of valuable information, and they know you truly care about their results, then they will be the ones calling you the expert. – Jack Mize

Let others sing your praises – it carries more weight
It’s not what you say about you, it’s what they say about you. Prospects trust recommendations from friends and family, online reviews and the media; these sources directly influence purchasing decisions. Have an active plan for gathering testimonials, getting media mentions…and display them prominently on your website, marketing materials…

When someone asks what you do, you can quote a customer…For example, “Clients say we solve their ___ problems quickly and affordably”

Make it easy for others to talk about you
There are many great plug ins and tools that make it easy to share content from your website or blog. If the share buttons are always available next to your content, your audience is more likely to help spread the word, as it’s almost effortless. I love the Social Warfare plug in as it gives you many options to help people share your content including customized social media images, pre-populated tweets and posts.

Focus on the great work you do, and how you can solve problems and provide solutions. There are folks out there who really need your help and you are doing them a disservice by not letting them know about your services and solutions

Related Content:

How to Use HARO to Get Press

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Customer Experiences – A Tale of Two Entrepreneurs

How do you show up to your audience?

How you show up, and the customer experiences they have with your brand, can make all the difference to you personally, to your business success as well as your satisfaction in life.

Here is a tale of two entrepreneurs.
When you do a lot of marketing and networking online, as I do, it’s exciting to actually get to actually meet a fellow entrepreneur in person or speak to them via Skype.

I was at a marketing conference last year and was entering the ballroom after the break, when I recognized a guy in front of me, a fellow marketer, whose list I had been on for a few years after buying a few of his training products. Waiting until he finished conversing with another attendee, I approached him, excited to have the opportunity to meet him in person. I introduced myself to him and told him who I was and that I had been on his list for a while. To my great disappointment, I didn’t even get a smile. I got a grunt of acknowledgement before he stepped up his pace to catch up with the buddies he had been with, or to get away from me faster.

People will forget what you said, People will forget what you did, but people will never forget how you made them feel – Maya Angelou

The second marketer.

I was on a webinar with a marketer whose list I have also been on for a few years after buying an info product from him at one point. I was interested in the offer he was making and I had a question about the bonus.

I sent him an email, expecting that the response I got would actually come from his customer service person. Here is the email that I received:

Hi Jane! 🙂

It always makes me smile to see your name pop up in my inbox. I think you’ve been one of my longest customers. Thanks 🙂 I really appreciate it. 🙂

Roxie (my wonderful head of support / affiliate manager) has everything put together in a package so I’m going to forward this e-mail to her and she’ll take care of it.

Thanks again & I hope you’re well. 🙂

Have a great day

Cheers

– Adam

Wow. Isn’t that lovely! It made me feel warm, fuzzy and appreciated. Adam has a customer for life, as well a [an even more] raving fan.

How are you showing up and treating your prospects and customers? I know which interaction I prefer to have – the same customer experience I strive to deliver.

As for the first marketer – I came home from the conference and unsubscribed from his list.

Related Content:

PR is Part of Your Customer Experience

authenticity customer experience customer service customers email list prospects public relations

Is It O.K. to Curse In Your Marketing?

Do you think about how you come across?

I know I do. I tend to lean towards being polite and professional – call it a bit old fashioned, but that is how I was raised. I have a humorous side that I am trying to let you see more of….. and in real life, I curse sometimes. But you haven’t seen cursing in my marketing.
How would you think of me if I cursed in my marketing? Would it offend you? Would you quickly unsubscribe?

Allow me to digress for a moment. Last week I attended the Entrepreneur Conference – Winning Strategies for Business with a keynote by branding expert Erika Napolitano.

A few of the things Erika said, which I loved, were “Never Apologize for Who You Are” and “I refuse to turn down my ambition because someone else is uncomfortable with the volume.”

Erika elaborated on how being yourself, even it if offends someone, brings you closer to your ideal customers; those who ‘get’ you and love you for exactly who you are.

Who doesn’t want to work with raving fans? Who needs customers who have you walking on egg shells? This really resonates with me, as it’s something I have been conscious of and striving for myself.

During the panel discussion Erika Napolitano, Chris Penn and Laura Fitton offered a lot of smart business insights and tips. There was also some cursing. Did I mind it? No.

It did get me wondering though. Was it necessary? We spent the drive home from the event talking about authenticity in marketing, how much of yourself you should reveal, and whether cursing is professional or even necessary.

I did get the sense that I was seeing Erika, Chris and Laura themselves – not a ‘manufactured for public’ version of themselves. I felt their authenticity, and that they were there with no holds barred and no information held back. It endeared me to them and also added a trust factor.

So cursing may not be for you. I don’t plan to start cursing in my marketing any time soon, however, I am striving to be more fully ME in my communication with you, as if you were sitting in front of me and we are having a conversation.

It’s not that I haven’t been authentic with you, I have. I think my own position about whether to curse in your marketing comes from having a notion that marketing is marketing, and my life is my life, and n’er the twain shall meet.

But life, and marketing aren’t like that. Have you noticed? There are lessons that each can learn from the other… and all business and none of me, doesn’t make it relatable. We want to work with people, and we want to have that “know, like and trust” feeling before deciding to do business with them.

So, feeling empowered about being myself, I was surprised to get a long email from someone who attended my webinar on Wednesday, telling me how I offended her.

I have to say, my initial response was good! I am being more of the Me I want to be in business.

Don’t get me wrong – my goal is not to make people feel uncomfortable or to be offensive just for the sake of being offensive. That would be professional suicide right?

What I had done was to be authentically me on the webinar. I had provoked such a strong reaction that this attendee felt compelled to let me know. This is why it’s a great thing on a few levels:

~ that they shared their feedback – I am sure they feel better, and I value the time they took as well as the information they shared

~ we both now know that we aren’t a fit to work together – that frees us both up to move onto prospects or service providers who are a better fit for each of us

By sorting out those who don’t get you, or are offended, you make room for those who do ‘get you’ and like your style. If you are busy worrying, there won’t be enough business left – you are going down the wrong rabbit hole. There is plenty of business around, made up solely of your raving fans.

To be authentic, I know I don’t need to curse, and neither do you. What you do need to do, for more engagement and deeper client relationships, is be yourself.

As Oscar Wilde said, Be Yourself – Everyone Else is taken.

It’s the best positioning you can have in your business and in your publicity!

How can you be more authentic in your own business and create more know, like and trust with your audience? I’d love to hear your feedback on this.

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An Introvert Moment with Audrey Hepburn

I just wanted to share with you the most surreal and amusing experience I had the other night, as I think you will appreciate this.

My daughter, a college student, went apple picking and was dropped off at our house to deliver my favorite McCouns – a local variety you only get for a short period in early fall. Yum!

After driving Mel back to her apartment at college the other night, I decided to go through a few local towns before getting on the turnpike to drive home.

As I was driving down the main street of this small New Jersey town, projected on the wall of a building was the image to the left.

Whoa. I did a double take. Was that Audrey Hepburn I was seeing? Good thing there were no other cars around, as my attention was drawn to her, trying to make sense of what I was seeing.

You see, what makes this moment even more special and delicious, is that as I was researching material for PR for Introverts, I had just read the following:

“I’m an introvert. Playing the extroverted girl was the hardest thing I ever did”, Audrey Hepburn was quoted as saying in regard to her role in Breakfast at Tiffany’s, which she referred to as her biggest challenge.

And yet Hepburn nailed that role and countless other ones, including serving as a UNICEF Goodwill Ambassador who-though an introvert-tirelessly spoke out for those underprivileged children who couldn’t speak for themselves.

So Audrey had been on my mind recently. Turns out , Highland Park NJ was thinking of her as well. It was outdoor cinema night there and they were showing the movie Charade, in which Hepburn starred alongside Cary Grant.

Coincidence, synchronicity? An introvert moment?However you look at it, it’s a moment I’ll always remember and enjoy. So much so I had to share it.

If Audrey Hepburn can go “feel the fear and do it anyway”, so my friends, can you!

To your publicity success!

Jane

an introvert moment audrey hepburn authenticity celebrity introvert introvert