It’s Moving Day – Find Me Now at SteveWoodruff.com

This will be the final post here at Connection Agent (I think!). As I announced earlier this week, I’ve decided to launch an entirely new site: SteveWoodruff.com

The theme: Discover Your Fit. Because that’s what I do – help businesses and individuals discover their purpose, set new direction, refine their offerings, and craft a clear message.

To say I’m excited about the new direction my business has taken in the last few years is an understatement. It’s really not just a business to me – it’s a mission.

If  you’re a subscriber to Connection Agent, just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief and occasionally brilliant e-newsletter, Clarity Blend.

Double Bonus - when you sign up, you’ll get a free download of my brand-spanking-new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.

Discover Your Fit: The new website for Connection Agent is SteveWoodruff.com

Discover Your Fit: The new website for Connection Agent is SteveWoodruff.com

This book not only contains a distillation of my thinking, developed over many years, but includes many of my go-to people such as Ann Handley, CC Chapman, John Jantsch, Carrie Wilkerson, Dave Kerpen, Tom Martin, Carol Roth, Greg Hartle, Lisa Petrilli, Anthony Iannarino, Phil Gerbyshak, Chris Brogan, Tom Clifford, Dan Rockwell, Jay Baer, Chris Westfall, Susan Cain, Charles H Green, Lou Imbriano, Seth Godin, Peter Shankman, Brian Moran, Michael Port, Alli Worthington, Les McKeown, Bob Burg, Ellen Cagnassola, Mack Collier, Drew McLellan, and Chris Guillebeau. Links to blog posts, Twitter profiles, books – it’s a resource bonanza!

I thank you for being part of my network of readers and collaborators, and look forward to many more years exploring and growing together.

Now…let’s go brew up some Clarity!

Be Clear with Clarity Therapy!

My Second-to-Last Post at Connection Agent Blog

Connection Agent is going away? Yes. And, no.

This week, I’ll be launching a new website at SteveWoodruff.com, which will be the new home for all my writings about marketing (my pharma biz, Impactiviti, retains its own separate identity and site).

So this blog, and the Clarity Therapy blog, will be superseded by a professionally designed and hosted site. The overarching theme will be the message that has been at the core of my work for many years: Discovering Your Fit.

(sneak peek – not quite live yet!)

For a long time here at Connection Agent, I’ve blogged about marketing – and leadership – and network-building – and branding – and blogging/social media – and entrepreneurial business. Since October of 2006, in fact, where my very first post, How to Waste 10,000 Billboards (critiquing UPS’s marketing), still resonates today.

However, over a thousand posts later, I’ve sometimes wondered if I’ve been wasting everyone’s time. Because, truth be told, I often felt a bit like an impostor.

Why? Well, I wasn’t quite sure where my passions about these topics was heading. And there were lots of people with deeper expertise in all those areas.

Lesson for entrepreneurs: keep at something long enough, and the market will tell you what you should be doing. <—(tweet this)

Turns out that my strong suit all along was helping people figure out their purpose, and then set a new direction and distill a compelling message. Really quickly. It took years of just doing it – intuitively – before my mission became clear.

There’s no job description for that, so I made it up (Clarity Therapy). And, it encompasses pretty much everything that I’ve been writing about all along.

I’m still the Connection Agent, and still committed to building opportunity networks that will help businesses and individuals find ideal work. But it’s time to step up and take on the challenge of seeing new generations of talented people find their optimal role in life.

I believe deeply that when we Discover Our Fit, we stand the best chance of changing the world of work, and fulfilling our purpose.

So…let’s do this!

Assuming that all the Internet plumbing does its work*, I’ll see you later this week, over at SteveWoodruff.com (and for some of you, I’ll see you in Chicago at the SOBCon conference)!

*in my final post, I’ll put up all the links to move your feeds and subscriptions over to the new site. There is also a free e-book you’ll be able to download, titled Make Yourself Clear! – Six Steps to De-Fogging Your Direction and Your Message.

When Your Market Says to Pivot

pivot roadI’m all for a well-thought-out go-to-market strategy. But I’ve often advised consultants and other small businesses to leave your directional map at about 80% – and let the market inform you about the remaining 20%.

Why? Because you WILL pivot, to some extent – and your customers will show you where and how.

A recent example from my experience – I’ve been doing Clarity Therapy sessions for a variety of individuals and companies for a couple of years now. Typically, these are one-day intensive sessions, with a few months of minor follow-up.

I did not, however, anticipate performing any kind of ongoing business coaching. I saw Clarity Therapy as an event, not a long-term process. Until clients starting asking for more. A lot more. And a wealth of helpful lessons from past experience began to come to the surface.

Turns out that being an outside voice giving perspective on overall business structure, specific creative offerings, client account management, and staffing (plus identifying resources via networking) is a much bigger need than I realized.

The most interesting revelation of all: how lonely it is to be a small business owner or solo consultant. I mean, I knew that, right? I AM one. But it didn’t really occur to me how important it is for us to have an outlet, a peer, a mentor, a friend – who can come alongside for the long-term and help get a business to a new level. There are short-term and one-shot needs, but clients are saying to also think about the deeper, longer haul. Bonus: that approach actually suits me quite well. I prefer those kind of business relationships.

Truth is, there’s a lot of stuff we just can’t say to customers, employees, colleagues, even family members. It’s frustrating, and the lack of a healthy outlet and fresh perspective clogs our mind and heart.

So, I now find myself offering business coaching for people and businesses seeking to grow and needing outside advice and encouragement. It’s not really a change of direction, just a natural extension that I didn’t anticipate.

How about you? How have your customers caused you to pivot? I’ve seen a number of my social media people evolve over time and it’s pretty fascinating. What’s your story?

Image: FreeDigitalPhotos.net

Meaningless Marketing

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

If your company name and tagline could mean a whole bunch of different things to a whole bunch of different people, it’s meaningless.

  • Global Technical Solutions – Where Technology Drives Customer Value. Meaningless.
  • Dwilgoq – It’s on!! Meaningless.
  • The Robert Higgins Group – We mean business. Meaningless.

In the FogTake a stand! You can’t do everything for everyone, so define your niche and project a clear message. Get out of the fog.

I do realize that it is a challenge in this URL-crowded era to find a unique name. But at least try to have a descriptor – a verbal business card – that tells us what you’re about.

I interacted this week with Marc Pitman. His title: The Fundraising Coach. The summary he gives of himself on Google+: Committed to making it ridiculously easy for people to find fundraising training.

Bingo. I know EXACTLY where to put Marc in the universe of suppliers. But if, instead, his title was: The Business Coach - well, then I’d be unable to place him in memory. If his verbal business card was: I help people find what they need to succeed – despite the cute rhyme, he’d be another MBE (meaningless business entity).

It may help you in business to have your MBA. But if you’re working on your MBE, you’re making life far more difficult than it should be – for your customers, and ultimately, for you. You need to Claim Your Market[place].

If you think you’ve got a case of MBE, let’s talk. Maybe a dose of Clarity Therapy is just what you need to get more meaningful.

Ping me at: steve at stevewoodruff dot com.

photo credit: VinothChandar via photopin cc

De-Fogging Your Business (or Career)

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

I’ve been doing a lot of Clarity Therapy lately.

What is Clarity Therapy? It’s an intensive one-on-one time where we dig deep to uncover your professional DNA, and come up with your unique direction, story, and message.

Clarity Therapy is like de-fogging the mirror and the windshield. When we see ourselves and our purpose clearly, we move forward with confidence. <—(click to tweet this).

Clarity Therapy for businesses – a half-day or full-day session – brings us to a 20/20 view of the following:

ClarityONBiz

Clarity Therapy for careers – a half-day session for individuals in transition – gets us here:

ClarityONCareer

Our goal: defining a you-based business or role. AND – we use M&Ms for props. Because gaining insight should be delicious!

If you’d like to learn more, contact me (steve at stevewoodruff.com). I can forward you all the details, and about as many testimonials as you’d ever like to see (from people just like you who wanted an objective “therapist” to help clear the fog).

And, yes, we can do these sessions over Skype.

You want one huge bonus? Here it is – the clearer your message, the easier it is for people to connect and refer you. Including me, the Connection Agent.

Don’t Be JAGA

Read this series of tweets from the bottom up.

JAGA2

Take a look at your website. Are you using commodity generalizations that sound just like the next company?

Do you want to compete in a noisy marketplace? Here’s job one – Don’t be JAGA! Lift the fog!!!

Be a Fog-Lifter (part 3) – Distill

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

I’m fascinated by the process of fermentation and distillation. I’ll watch documentaries on the process, and find myself longing to spend an entire year traveling the world just to see more closely how wine, beer, whiskey, and other spirits are made.

{I’m guessing a lot of us would enjoy that tour…any sponsors out there?? :>}

MoonshineAlso, when it comes to ideas and words, distillation fascinates me. How do we boil down a plethora of concepts and messages into a distilled, compact, light-giving phrase? Can we take our business and boil it down to a clear summary?

You may not be able to offer your customers moonshine, but you can serve them a 100-proof message. <<–(click to tweet this).

Here’s how: Aim for 10 words. Craft a summary message that can be given out in 10 words of less. Aim for clarity, not comprehensiveness.

How did FedEx do this? The World on Time. Allstate’s striking and unforgettable message? You’re in good hands. How about blogger Dan Rockwell (Helping leaders reach higher in 300 words or less)? Can you grab one word and build your message around it, like Mark Schaefer (Grow)?

Brief. Punchy. Memorable. Non-technical.

Your <10 word message may be a quick tagline, or it may be a brief sentence, but either way, it’s compressed, like a verbal business card.

So, let’s get practical:

Start by creating this factual summary statement: I do (this) for (customers) in order to (end result) with (my particular differentiating quality). Excellent – you’re already at 40 proof.

Now, try to come up with an illustration or analogy that short-cuts right to the point in a vivid fashion. You’ve just jumped to 80 proof!

Finally, create a compact phrase that you can give to someone before the elevator door even closes. Think of this final product as a memory dart, not an elevator speech. You’re now at 100 proof!

We all need to break through the mists in the minds of our customers with a beam of distilled enlightenment. That’s lifting the fog.

(Part 1 – Job Number One is here. Part 2 – Steal! – is here.)

Learn more about Steve’s Clarity Therapy services.

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