Debbie LaChusa

I've been trying to get used to my new glasses with progressive lenses the past few weeks. In case you're not familiar with progressive lenses, they combine your distance prescription with your reading prescription so you only need one pair of glasses. Problem is, you have to get used to which part of the lens to look through in order to see clearly. As I learn where to look, the more in-focus everything becomes.

Staying focused is important in business, too. As a solo-professional it's so easy to get distracted. Because it's our business, we can do whatever we want. Sometimes this is NOT a good thing! It's too easy to get off track and waste time, energy and money. I speak from personal experience because it happened to me last summer. You can read all about my $3000 mistake here.

The best advice I can offer is take the time to create business and marketing plans and stick to them. Use them to evaluate new ideas and opportunities. Make sure every step you take is taking you one step closer to the goals you have set.

Have you lost focus or found yourself running in a million directions? If so, please share your story, so together we can help others avoid this costly mistake. Thanks!

As I write this message I'm not feeling too well. I don't get sick very often, but when I woke up this morning I knew it was one of those days I just needed to go back to bed and sleep. So that's what I did ... sleep. As the day slipped by, I realized that some days we just need to take a break and step away from our busy, go-go schedule. It's easy to get caught up in all the items on our "to do" list. Taking a break allows us to clear our mind and renew our focus and perspective.

You realize that if a day goes by and you don't get everything on your "to do" list done, the world doesn't end. And there's comfort in that. Especially for us busy entrepreneurs who are raging toward success. Often it feels like we just can't get there fast enough!

I encourage you to take some time in the near future to step back and take a break. Take a short vacation, or just play for a day. Or, even take a "sick" day and just relax (hopefully yours will be by choice!). I'll bet you'll see things differently when you come back and maybe even have a clearer focus for your business.

This week's Extreme Marketing Makeover coaching call was a fun one. Everyone is working hard to craft their Elevator Pitches and really get to the core of what's special about the product or service they offer. This is week three of the six-week program and they've already completed a series of exercises to help them uncover a powerful positioning they can each own.

While a few people have been struggling to really get to their core marketing message, at one point on Wednesday night's call, one participant, Becky, interrupted and about jumped through the phone with a "Can I say something?!" She went on to share, "As you were all talking, and I was listening, I suddenly got it! I now know exactly how to clearly express myself in my marketing. I'm so excited!"

Becky emailed me today with her revised Elevator Pitch. And I am ecstatic to report SHE'S GOT IT! This is why I love doing this program so much. It is so exciting when the light suddenly comes on for someone who has been struggling with their marketing. When they feel confident that they finally know exactly what to say to market their services. Especially when it's someone who was pretty lost in the whole marketing process before. It just warms me all over when that happens. :-)

My 13-year-old son Jake got braces this week. I've been through this before with my daughter (she spent 4 years in braces!) but it's a whole new ball game for Jake. For one, he LOVES popcorn and with braces it's now off limits. I'm sure he's going to suffer withdrawals! In the end it's all for a good cause - beautiful, healthy teeth and a great smile. But for him, two years without popcorn probably seems like an eternity.

This got me to thinking that even in business we often have long-time habits that we need to break if we really want to be successful. For me, it's a habit of holing up in my home office working all the time. I know that to be truly successful I've got to get out, meet people, attend networking events and forge new relationships. So I work hard to stay mindful of this everyday.

How about you? What habits do you have that coud be stifling the growth of your business? I encourage you to think about it, and then do whatever you can to overcome them for the greater good. Just like Jake will be foregoing popcorn temporarily for a more beautiful smile!

I've always been a bargain shopper. I admit it ... I LOVE to save money! Why spend more for something than you have to, right? I apply this same attitude toward marketing. Because every dollar you save goes toward your bottom line. But saving money on marketing only makes sense if it doesn't require you to cut corners, cut quality or cut effectiveness. I've discovered all kinds of no-cost and low-cost marketing services that I use to market my own business and that I share with my clients. These are services that will make it look like you spent a bundle, while only YOU know you didn't.

While I've got over 100 of these resources listed in my 10stepmarketing Resource Center, I recently wrote an article titled "My Top 10 No-Cost & Low-Cost Marketing Resources" that I'd like to share with you. This Top 10 list includes my favorites ... these are services I LOVE because they're like shopping at Nordstrom Rack - you get high quality, name-brand stuff but for a fraction of the cost. You can read my article and get my Top 10 list here.

On Tuesday, May 9th, I hosted a free preview call for my Extreme Marketing Makeover Program. In that call I also shared what I consider to be the 5 Keys to Marketing Success. I recorded the call and you can get the free audio here.

In this free audio recording, you'll learn what the 5 Marketing Keys are and why they're the foundation of my Extreme Marketing Makeover Program. Plus, you'll hear answers to marketing questions submitted by solo-professionals and small business owners just like you.

You'll also get a behind the scenes look at what we cover in my Extreme Marketing Makeover Program and you'll learn how you can get into my Summer program for half price!

Your free audio is waiting for you here right now. Enjoy and prosper!

I have a question for you: What language do you use in your marketing? Do you use a lot of industry lingo? Or, do you speak in plain old English? Do you use simple terms that your clients and prospects can easily understand? Do you use powerful, emotional words that paint a picture for your clients of how you can help them ... how their life or their business will change if they hire you or buy from you?

Sometimes we are so involved in what we do, and we're surrounded by the language of our industry, that we use that same language in our marketing. After all, WE know what it means. But very often when it comes to our prospects and clients, that same language falls on deaf ears. Because it's all about US ... not THEM. And therein lays the problem.

Powerful marketing follows the KISS Principle ... you know, "Keep It Simple Sweetie" (or "Stupid," but I personally hate the word "Stupid!"). Powerful marketing uses plain old English ... words your prospects can easily understand and relate to. Almost as if a good friend were talking to them.

I encourage you to take inventory of the language you're using in your marketing. And make sure you're using the KISS Principle. You may be surprised what it will do for your results.

Ever just have one of those weeks? This past week has been a "doosie" for me. Just a lot going on. I'm smack dab in the middle of my Spring Extreme Marketing Makeover Program - which is a lot of fun but is also time consuming as I personally help all 7 participants with their marketing.

Things are also hopping with our real estate investing business ... we celebrated two birthdays in our family this week ... and on top of all this, my dad landed himself in the emergency room on Monday evening and spent the entire week in the hospital. Thankfully, he's home now and is going to be just fine.

About the only way I can describe my week is an emotional roller coaster! Luckily, having my own business gives me the flexibility to "roll with it" when weeks like this come along! I'm very grateful for this. In fact, this flexibility is one of the things I love most about being self-employed and it's the reason I started my own business 8 years ago. You see, I love my work, but when my kids were born, I was really torn between work and being there for them.

So I immediately negotiated a part-time, flex-time work agreement so I could be balance work and family more easily. After years of working this way, I decided it was time to go out on my own and I've never looked back. I LOVE the flexibility. I get to do work I love AND be there for my kids. Frankly, I don't know how other mothers who work full time out of the home do it. I consider myself very blessed. And, with my daughter getting ready to leave for college in a little over a year, I am so thankful I didn't spend the past 16 years missing out on her life because of work. And, I believe I've been able to set a very good example for her as well.

How about you? What do you like most about having your own business? I'd love to hear about it.

We're wrapping up Week #5 in my Spring Extreme Marketing Makeover Program and everyone is making great progress. And some interesting stories are starting to emerge. John, the winner of my Free Marketing Makeover, shared an interesting story about how he is using his new marketing skills. His son is in a punk rock band - in fact he had to put himself on mute during our last call because the band was practicing in his garage! - and John shared that he had just rewritten the band's marketing materials. His son's response? "That's exactly what we've been wanting to say, we just couldn't come up with the words!"

John by the way has also done a great job rewriting his website home page, coming up with a very unique and valuable offer to help him start building an email list, and he's put together a great direct mail letter to start sending out to prospects. He's currently working on turning that one letter into a campaign.

It's so awesome to see someone jump on all the information he's learning and not being afraid to go out and start using it. Because as I explained to John and everyone else in the makeover program, the best way to get started on improving your marketing is to get out there and start testing it. Learn the basic skills and start putting them into practice. Because you can learn something from everything you do. Even after 21 years, I still learn from every marketing activity I undertake, and I use that learning to make my future marketing even stronger.

So in the words of legendary marketer Nike: Just Do It!

Struggle is Optional. Sounds great doesn't it? Who doesn't want to believe that? Those who promote this mantra argue that we often make things harder for ourselves than they need to be. They believe that we actually create our own struggle. And, that if we learn to just "allow" then success will flow naturally to us. Yes, there are times when everything seems to magically come together. But very often that's because of the seeds you've planted previously.

In my experience, there is another, contradictory motto, "Anything worth having is worth working for" that also comes into play quite often. Creating your own successful business takes dedication, persistence and good old fashioned "stick-to-itiveness." So, if you are struggling right now in your business or with your marketing, know that this is normal AND that you are not alone. And know that there are ways to deal with it. I recently wrote an article that shares 6 Tips For Dealing With Marketing Struggle. I hope you can put these tips into practice so you can struggle less and enjoy your business more.

Over the past week I've talked to quite a few friends who are also solo-professionals, and the one thing that keeps coming up is that we are all working HARD. Creating and building a business is a lot of work. And while we all love the work we're doing and can't imagine doing anything else, it's not as easy as we thought it would be. Or as easy as many people would have us believe.

We all agreed there are a lot of "gurus" out there telling us how easy it is. I guess it's part of the marketing game. After all, would we buy advice or training or info products from someone telling us, "hey, this is going to be hard!" Probably not. Because in this fast-paced age we find ourselves living in, where we can message someone around the world instantly, see our digital photographs as soon as we take them, and have an instant marketing presence on the World Wide Web, everyone is looking for the quick fix.

The easy road to easy street. The guaranteed success magic pill. Truth is, there just isn't one. Building a business takes time, persistance and yes, hard work. As does your marketing. But if you create a plan, stick with it and consistently take steps to build and market your business, you will get there. And I do believe it will be worth every second you put into it. As long as you remember to stay present and enjoy the journey.

Well, we finished up the Spring Extreme Marketing Makeover Program on Wednesday. Boy those 6 weeks just seem to fly by. And this past session I had a very active bunch of makeover candidates participating. They were eager and determined and I just love that. By the last tele-coaching call on Wednesday, they had their marketing plans in hand and were so excited about putting them into action. And I'm excited for them. Some of these folks came into the first call rather timid about their marketing. I absolutely LOVE to see them grow like that!

But what I really want to share is a very funny story that came up in Wednesday's call. Becky shared that the following phrase kept going through her mind: WWDD. You may have seen "WWJD" before - it stands for "What Would Jesus Do" and many Christians wear bracelets with this sentiment. Well Becky reported that she is now finding herself, when evaluating business and marketing decisions, asking herself the question, "What Would Debbie Do?"

I busted up laughing when she shared this, as did everyone else on the call. But at the same time I was thrilled. Because I know she is now thinking about her marketing decisons and proactively deciding what to do in each and every situation, to get the best results. And, in fact, those results are already starting to happen. She also reported that the week prior, a potential partner had approached her and proposed what could be a very big, lucrative business arrangement. She was so excited. And I was very proud of her for the steps she's taken. She's putting what she's learning into action. She's stepping out, even if she's sometimes fearful. But she's not letting that fear stop her. And amazing things are starting to happen as a result. It's very inspiring! I feel like a proud mother! :-)

It's Memorial Day weekend and that means it's the start of summer. In our house that means it's the start of travel softball season and you can bet we'll be gone every weekend supporting our 16-year-old daughter Brianna as she works toward earning a college scholarship. This weekend we're in Rancho Cucamonga. Yes, there really is a place called Rancho Cucamonga!

But it also means that June is right around the corner, and we're nearly at the half-way point of the year. That means it's time to pull out your marketing plan and review it and re-evaluate. And that's exactly what I did last week. I realized that I have accomplished a lot of what I set out in my plan. I also realized there were a few projects that fell by the wayside. It seems there always are. I guess that's because my eyes are usually bigger than my stomach. Or, to quote another cliche, I usually bite off more than I can chew. I am always eager and over-zealous about how much I can accomplish. That means my "To do" list is always long and there are always at least a few things that never get crossed off.

But I've learned that by attacking my business and my marketing aggressively I always get more done. And even if a few things don't happen I get farther than I'd get if I censored myself. So I always take a break half-way through the year to re-evaluate my plan. To take off the activities that didn't get done and that I don't see getting done. And add the new opportunities that came up that I never expected. I also measure my successes and my progress toward my goals. This mid-year marketing plan tune-up is the best way I know to stay on track toward my vision and my goals, or to get back on track if I've happened to veer off. I encourage you to pull out your marketing plan this week and review it and re-evaluate. And let me know how you're doing. I'd love to hear!

As part of my marketing plan tune-up this week, I also checked in on my Vision. Every year I create a vision for what I want to create in my life. I paint a picture in my mind for what my life and my business will look like one year from now. I also create what I call a "Success Poster." This is where I get out my crayons and colored markers and create a real picture of what that vision looks like. My success poster hangs over my desk so I can see it every day. It has words and pictures to remind me what it feels like to have achieved my vision.

For example, it has the names of some of the JV partners I'd love to work with this year. It has pictures of the real estate I want to invest in. And lots of smiling faces representing all the clients I will be helping with their marketing.
And even though I see my poster every day, I like to really look at it and give it a vision check-up this time of year.
It tunes me back into what I'm trying to create in my life. It helps me re-evaluate decisions to determine if they're really going to move me toward this vision. And it gives me a chance to celebrate the aspects of my vision that are already coming to fruition.

Last week I got to celebrate two! I already have JV plans in the works with one of my Dream Team JV partners, Lorrie Morgan-Ferraro of Red Hot Copy. And, I've checked off the 4 real estate investments I wanted to have by year's end. Woo-hoo! When you keep your vision front and center in your life you will move foward faster and easier than if you only revisit it once a year in January. So take some time this week to review your vision. And let me know how you're progressing!

I'd also like to invite you to read the article I wrote recently, titled "Time For Your 6-Month Vision Check-up""