On my worst days I thank God I’m my own boss – I’ve experienced so many wonderful life-enhancing benefits by being a woman entrepreneur.

Freedom Rocks – even with pits!

Back in the Stone age… when I graduated college the first question that was asked in any job interview was “how fast can you type?”  The thought of being an admin or secretary horrified me, yet if you lacked a teaching certificate or doctor or lawyer’s degree, that was the expected starter job for many women. While I worked at some interesting places, I couldn’t seem to find my niche, and basically took whatever customer service or production job I could, to help support my family.

The retail business that started me on my entrepreneurial journey was created with my sister-in-law, giving us our first taste of creative and operational freedom – what a rush! Our new venture allowed us to do the mom thing while bringing in some bacon. And while we thought it was going to be the ultimate dream job – we shopped, we decorated the store, we sold lovely, unusual gifts and delivered friendly, fun service to a lot of wonderful customers – we did not have a clue about budgets, pricing, funding or inventory management. During the 7 years we were in business, I also learned about branding, marketing copywriting, art direction, PR, merchandising, hiring, delegating, and selling. We did not attend one networking event the entire time we were open and did not make the major bucks we envisioned. We also worked into the wee hours of the night many times, so we could keep up with our home/work lives. The freedom thing was a bit sketchy by the end…

Yet without this experience, I would not have realized how much I love consultative selling, how much I LOVE marketing, branding and creative communications… all of which helped me to develop my own sales and marketing systems that I use today. Without the journey – which began when I became a woman entrepreneur – I would have never gotten to develop my speaking or writing business, worked with social media, gotten on TV and radio, traveled to exciting destinations, or interviewed interesting, savvy business leaders, authors and celebrities from across the country.

The experience has been even sweeter, because as a woman entrepreneur I been able to breach  many self-imposed boundaries – pushing the bar and achieving new goals. Today, I use all the skill sets that were developed along the way and nurture new ones. I structure my days as I like – make meetings, go on business trips, attend conferences, plan my annual agenda and tweak my goals and to-do’s as needed. Yes, along with the creative freedom I still have to deal with responsibilities, bills and budgets (things every business owner grapples with), but each day is a new adventure, another opportunity to learn, grow and advance.

Other perks:  I enjoy working with many different kinds of clients, covering diverse industries and markets. It’s also been really nice to be a part of many supportive women’s empowerment communities like WomenandBiz.com, NJAWBO, WICE and the Center for Women– folks that are eager to help career women as well as new and growth-track companies.

And the long hours that I still put in are done around family and “me” time – they are an investment in my business and my future.

So as we recognize feminine advances of all kinds during Women’s History Month – I celebrate my entrepreneurial life, with all it’s perks and pitfalls. I still relish the learning path I’m on, the opportunities I’ve been able to take advantage of, and the fabulous people that continue to cross my path because of the leap I made so many years ago!

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Pattie Simone is a Viral Adventurer and Business Success Activist. As a Speaker, Writer and Consultant, she helps entrepreneurs and growth-track firms chart winning success paths via keynotes, workshops, PR, blogging, Digital Asset Planning & Management and other nimble marcom solutions. She has appeared on FOX 5’s Good Day New York and ABC TV’s nationally syndicated America This Morning program, has a sales & marketing column on WomenEntrepreneur.com and is an Ask Entrepreneur Expert. Simone is the thought-leader behind Write-Communications.com and Marketing-Advantage, print and viral marketing resources. She is also the founder of WomeCentric.net, a virtual directory of savvy & diverse women experts and authors, keynote and motivational speakers, and career & life advancement professionals.

Innovate

Whether you need to get control of your records, institute better account management or client service systems, update your hardware or spring for new software, chances are you can improve productivity and trim your overall costs using a range of affordable or free solutions. For database management, client projects, calendars, sales notes/tracking and a whole bunch of other great functions, check out Zoho.com, which offers lots of freebies as well as paid options. For more professional branded email marketing, including jazzier networking or sales follow-up notes as well as monthly newsletters using art, document links, art and multiple layout options, look into MyEmma.com. Break down and get a net-connected phone, so you can retrieve and send emails on the go, as well as surf the net. Verizon has three dynamic 3G options – the Blackberry Storm II, the HTC Eros and the Droid – for easier mobile surfing and more robust apps, in case you’re not ready to switch networks for an iPhone.

Improve your Online Action

Any growth-focused business must get some serious skin in the game – in THE biggest brand and sales building portal there is – the internet. First – you will need to invest some time and a bit of money to update your 24/7 sales machine, your website. Working with professionals, make it an intuitive experience (well organized content and easy-to-understand menu tabs) so that browsers can easily find what they are looking for. Fix the content the consumer sees as well as the coding (metadata) they don’t, with strong, targeted keywords, descriptions and titles, as these are some of the primary elements the Search Engines use to rank your site. Next, get a strong business profile up in the most active social networks, including facebook and LinkedIn, as both are easy ways to help drive new, organic inbound traffic to your website. If you have not started a blog, do it this year! Tap into a freebie using Blogspot.com, or have your webmaster add a blog function to your existing site. Institute an overall Digital Asset Management plan, which should include regular (strategic) weekly updates, whether on your website, your blog, your online social networking portals, as well as bi-yearly tweaks by an SEO (Search Engine Marketing) expert. Post a few videos on YouTube, as well as on your website. Videos can work for you on various levels, whether they introduce a brand or product, focus on the benefits of your product(s) or services or feature happy feedback from clients. Submit editorial to several sites like EZineArticles.com, with valuable information that can help your current or prospective clients, while positioning you as an expert. Take a hyperlinked tile or leaderboard ad on the websites of several trade associations and/or your local Chamber of Commerce, whichever is a better fit for your geographic footprint. Trade links with other strategic partners, as inbound links also help to boost your “Google Juice” (giving your site a better ranking with the Search Engines). Get advice and do a 2 month PPC campaign, to drive more “hot” leads to your site or a special landing page. Measure the results of all your campaigns as well as your daily website traffic stats via Google Analytics, a free tool that details lots of critical data.

Reach out and Leverage Human Connections

While there’s no denying we are swiftly becoming a “net-centric” society, people still do business with organizations and people they feel comfortable with. So tap into your existing network, ask for referrals and advice. Act as a connector and facilitator in your own backyard, by helping another business owner, by supporting a community group or attending local charitable fundraisers. All of these are thrifty ways to get meaningful face space with business leaders and decision makers, which can lead to multiple open doors and new opportunities.

Honestly – I’d love for you to get everything in motion as soon as you can, because all these initiatives can help you achieve momentum and growth. Realistically, it won’t be possible, so don’t make yourself nuts by trying to do everything at once. Take on one major to-do a month so you’ll avoid burn out and have a manageable investment distribution plan! Use this 11 Month Business Growth Checklist as your guideline. Though I’ve ordered them in what I think is the most sensible agenda, do what you can, when you can, as each one of these will help keep you focused and moving forward in 20-10….

February – Address and fix website issues, using a webmaster, web copywriter, graphic designer, and SEO expert as needed. Get Google Analytics up and running, so you can begin to track the traffic on every page and link on your site.

March – Adopt better systems re account management, client and prospect databases, update hardware and software as needed. Seek out a good VA (Virtual Assistant) to manage tasks that are wasting your time or diverting your attention from more profitable tasks

April – Institute a Digital Asset Management Plan, after doing research about your industry, your competitors, your objectives and your strategy.

May – Investigate and create a business profile in one or more Social Networking sites, participating 2-3 times a week (total 1.5 – 2 hours per week). Additional social networking platforms include Twitter, Squidoo, and FastPitch.

June – Start sending out a monthly e-newsletter, or make improvements to an existing one using guest writers, new data, advertising specials, etc. Attend 1-2 new networking meetings and/or community fundraiser. Follow up with all new leads within 2-4 business days, with a targeted, special offer or incentive.

July -  Start a blog (posting interesting valuable information that your clients and prospects can benefit from) and post some responses on other blogs or on Twitter and LinkedIn. Aim to post 150-200 words at least once a week.

August – Produce and post at least one video on YouTube and on your website. Announce it via a Press Release in an online mass distribution site, as well as to all your trade and membership groups.

September – Assess where you are – do more SEO work on your site and start a 2-3 month PPC campaign.

October – Place several online ads in targeted industry or networking portal for 2-3 month campaign. Reach out to a variety of strategic partners, or tap existing networking or industry/trade memberships for online linking and business profile posting opps.

November – Submit expertizing and informative editorial to various online portals… check out revenue generating sites like Suite101.com and ArticlesBase.com

December-  Buy more online ads in new venues (if you’re marketing to well-educated women try a venue like DailyWorth.com) and continue to expand your inbound link building activities by Tweeting, trading links with strategic partners, and taking advantage of as many free listing/linking portals as you can.

So if you want to join the ranks of well-performing, growth-track firms – get up to snuff with the latest technology and use a range of online and face-space marketing tools. Take strategic baby steps, pursuing multiple initiatives and you will see happier results in 20-10!

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Pattie Simone is a Viral Adventurer and Business Success Activist. As a Speaker, Writer and Consultant, she helps entrepreneurs and growth-track firms chart winning success paths via keynotes, workshops, PR, blogging, Digital Asset Planning & Management and other nimble marcom solutions. She has appeared on FOX 5’s Good Day New York and ABC TV’s nationally syndicated America This Morning program, has a sales & marketing column on WomenEntrepreneur.com and is an Ask Entrepreneur Expert. Simone is the thought-leader behind Write-Communications.com and Marketing-Advantage, print and viral marketing resources. She is also the founder of WomenCentric.net, a virtual directory of savvy & diverse women experts – keynote and motivational speakers, and career & life advancement professionals.

Most folks I know would rather go to the dentist than sell their product or service. A good number of business owners I talk to HATE to reach out to new prospects (commonly referred to as cold calling) dread giving their “personal pitch” and shy away from “the ask”. Since selling is part and parcel of being successful in business, I’ve put together seven simple steps that will help you quell your fears, make valuable new contacts and get your bank book in the black fast.

Simple Sales Success Step One… Take the high road

Relax. Selling the right way is a consultative, ongoing process. While there are those who swear by the strong-arm approach for immediate sales, I have personally brought in millions of dollars in new business within the small business sector by creating a smart sales system based on professional, friendly interaction, respect and a long-term relationship building. The good news is that this approach still works like a charm, and removes undue pressure to perform overnight.

Simple Sales Success Step Two… Do your homework

Take time to do some thoughtful research, outlining specific target markets or companies that would be interested in your product or services. While this may not be as sexy as the thought of quick cash flowing in, great research prepares you to have a firm grip on your overall industry and gain insight into the buying habits and unique lingo of your future prospects. Great research also allows you to begin to develop meaningful data supporting your company’s benefits and value.

Simple Sales Success Step Three… Throw the net close to home

Make a sensible time line and action plan based on your offerings, geographic footprint and sales objectives. Opt for quality over quantity – making targeted “warm” phone and email queries,  collecting fewer cards at networking gatherings, mining your current “inner circles”, including former co-workers and bosses, your high school and college contacts, industry associations and other membership organizations you belong to, including your local Chamber of Commerce.

Simple Sales Success Step Four … Communicate with Clarity, Enthusiasm & Power

Now more than ever people are stressed and have little time to waste. Get a jump ahead of your competition by creating a suite of compelling communications tools, that cut to the chase. Include a revolving, vibrant Verbal Pitch Kit (five or six 20 second segments that cheerfully highlight the end benefits of working with your firm) and Winning Wordsmithing including a pithy, confident introductory sales letter that includes a client testimonial, a friendly, succinct follow-up note with a strong advertorial in your email signature, and several new, upbeat phone outreach outline that are personalized to suit unique targets. Equally important: set up an editorial calendar for beneficial blog posts, terrific informational Tweets and factual,meaty facebook banter. Follow-up and ask directly what you can do to earn their business.

Simple Sales Success Step Five…  Passionate Performance

Be genuinely passionate about what you are selling, allowing your own personality to shine! If you are naturally more reserved, no sweat. If you are normally more lively or are a real ham – go with it. Remembering the bounds of professional conduct – not too loud, not too close, not too strong, not too off-color, not too personal and not too long-winded – and you’ll stand out for all the right reasons! Keep your remarks simple and succinct. Practice makes perfect, but make sure your delivery is upbeat without being overwhelming and it will be memorable.

Simple Sales Success Step Six… Stand Out then Shut Up

Great salespeople work at developing relationships rather than outright selling.  That means delivering great information in a timely fashion and then stepping back. In other words: follow-up appropriately with each contact, without being a pest. Whether you are pursuing a lead on the phone, via different “face spaces” or regular email, or by implementing email marketing campaigns – you can glean more sales by paying attention and transparently responding to feedback on a case-by-case basis. The strategy here is simple – you stand out from the rest of the pack by NOT being formulaic or annoying and by providing MEANINGFUL, RELEVANT information in every encounter. No net lint please!

Simple Sales Success Step Seven … Keep a Client-focused Mindset

After the actual delivery of a quality product or service, remember it’s all about how effectively you are able to engage with your prospects, whether you are selling to the masses online, looking to secure your next major consulting gig or seeking to sign on three new interior design clients. Keeping a laser focus on each client’s needs and communicating with clarity enables you to become a valuable, trusted asset, which in turn helps to fuel your own success.

If you follow these Simple Sales Success Steps you will boost your sales IQ and achieve measurable new revenue results!

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Pattie Simone is a Business Success Strategist and Communications Guru. As a Speaker, Writer and Mentor, she helps entrepreneurs and growth-track firms chart winning strategy, branding & viral and print communications solutions. She has appeared on FOX 5’s Good Day New York and ABC TV’s nationally syndicated America This Morning program, has a sales & marketing column on WomenEntrepreneur.com and is an Ask Entrepreneur Expert. Simone is the thought-leader behind Write-Communications.com, a boutique promotional powerhouse and Marketing-Advantage, a viral marketing and branding resource, and is also the founder of WomenCentric.net, a virtual rolodex for savvy women, featuring the talents of diverse corporate training experts, keynote and motivational speakers, and health and wellness professionals.

There’s no doubt about it – the current economic turmoil is enough to make even the most intrepid souls run for cover. While it may be tempting to hunker down and wait things out – nothing could be worse for you or your business. Here’s why being proactive is the smart thing to do…

Nothing Comes from Nothing

Just looking at it from a common sense perspective – what do you think doing nothing will accomplish? Bzzzz – times up. So now that you know that inaction isn’t the answer – get your game going by doing the following. Think about one thing you can do – not five, not three – just one thing that can help you move forward. Maybe it’s overhauling your internal processes or technology capabilities, so that you and your staff become more productive. Maybe it’s outsourcing admin tasks to a VA (virtual assistant) so you can spend more time doing the stuff that actually brings in sales. Maybe it’s getting up to speed with what’s going on in the online world – which may mean finally taking a hard look at what your “professional sales engine” – your website – is and isn’t doing. It may be finding out how social networking on LinkedIn, Facebook, YouTube, etc. can grow your brand, expertise and sales. Or maybe it’s retooling, cutting services or products that are underperforming. Proactively getting a handle on one thing that is holding you back is the first step forward.

Think from your Client’s Perspective

This may seemingly be a no-brainer, but in my daily doings as a business marketing consultant, speaker and writer, I come across people who do what they want, regardless of whether it makes sense. In other words – they are the biggest obstacle to their own success! That’s because they are not putting themselves in their client’s boots… seeing what their client sees, thinks and needs. Here’s a for instance: I started working with a new webmaster recently, on behalf of a client of mine. While this person had the “goods” (they could have delivered a professional end product) my client and I ended up pulling the job from them because of poor, erratic and frustrating communications. The lesson here: today’s clients are more demanding than ever. They expect a certain level of performance, professional conduct and a valuable end result too. If you aren’t delivering it, they’ll go elsewhere. Being proactively sensitive to your clients’ and prospects’ expectations will insure a positive experience for them and ca-ching for you.

Creating Positive Paths

When you are choosing smart activities that are in tune with progress – whether you are out networking face-to-face, making cold calls, creating service-oriented systems, getting feedback, learning about the latest tech tools or testing new advertising platforms – you’re also creating more opportunities to succeed. Perhaps it will come in the form of a new strategic partnership, perhaps a new product or service. Action stacks the deck in your favor. Being an ostrich insures pretty much the opposite. So by assessing things, choosing a primary focus and making it happen, you have a much better chance of opening doors you never dreamed of.

Proactive Patterns  – An Investment in Your own Success

The long and short of it: Winners do not dawdle. They keep up with things, assessing, tweaking, asking tough questions, and making decisions. They embrace proactive patterns, and are always looking ahead. They also seek out other experts; proactive professionals who will ultimately help them achieve their dreams. So, here’s to your success, to profiting from being proactive, no matter what the economy is doing!

What do they say, a good thing is worth working for?? Well, as a solopreneur in my third reincarnation, I can say without hesitation that all the effort, the stress and the sheer insanity of working for myself, is absolutely worth it. Here’s some things I learned along the way, which helped me stay the course and achieve the job of my dreams.

Dream Big

The day I sat overlooking the setting sun reflecting it’s sparkling light on a favorite campground lake and honestly answered the question: ‘What do you want to do?” is the day my life changed for the better. I did not need to go to a motivational workshop, I did not ask a close friend or consider talking about it with my darling husband (yet) – I simply gave myself permission to choose a new path without boundaries. I wrote down – “I want to be in charge” first, and then other ideas flowed. I jotted down what I love to do and what those tasks could lead to profession-wise: write as a journalist was one goal; help business owners avoid missteps, was another; tell newbie’s and wannabes about smart guerilla marketing options… you get the picture.

Have a Parachute

I did NOT run out and quit my job after this “eureka” moment; I sketched out a realistic action plan, that evolved as things changed. I also discussed my new life plan with my husband, who instantly became one of my biggest supporters. Having backup and buy-in from those closest to you is key.

Take Action

Although voicing your dreams out loud is very empowering (I AM going to be a writer!!) just talking about it is not enough to make it happen. After getting home from that fateful camping trip, I picked up the phone and called a local weekly paper and asked about freelancing opportunities. Despite being an English major in college, I had no idea what was involved with being a good reporter. Luckily I found an editor willing to help me learn the ropes; someone who was willing to tell me when something was crap (and how to fix it), and when I nailed it.

Lessons learned: the only way to see if you have what it takes to achieve your particular version of nirvana (no matter what other people think you are capable of) – is to take risks, accept criticism, push yourself to learn more, and keep looking forward.

Deal with Disappointments

Perhaps the first path you choose is not the ultimate dream you envisioned it to be. When I opened my store in 1988 with my sister-in-law, we thought THAT was the end all. Turned out it wasn’t – but boy did we learn a heck of a lot from it! We learned how to “birth” a business in between becoming moms ourselves, how to juggle family and work time, how to interact with customers, how to write winning advertising copy, how to hire, train and work with staff, how to brand our company, how to creatively merchandise our varied inventory, etc.  When we had to close the store 7 years later I thought my life had ended; the thought of working for someone else was stifling. I slogged through several jobs for other firms – some good, some awful. Along the way I was amassing a bunch of new skills and discovering my sales, marketing, branding and strategic planning strengths could bring in major bucks.

Lessons learned: Though it stinks to be going through an uncomfortable work situation, try to focus on your primary objectives (which in my case had to do with being a great mom to my three kids while contributing to the kitty). That focus will help you navigate through your own disappointments, quell your fears and keep you on point.

Rely on Experts

Along my journey, I’ve learned the value of investing in my own success by working with a variety of experts, including: graphic designers, web masters, other copywriters and journalists, accountants, lawyers, printers, bookkeepers and admins. All these folks have helped me run my business professionally, so that I’m more organized, more polished and I stand out from my competitors.

Take Advantage…

What I learned more than anything, is that many people don’t get ahead because they don’t take advantage of opportunities staring them right in the face. Being agile has helped to propel my career and path forward in ways I could have never imagined. Because of looking for open doors instead of dwelling on closed ones, amazing things have happened and my path has taken on a whole new direction! I got on network television; I’m doing motivational keynotes in the States and abroad; I’m crafting and delivering fun and informative skill-based workshops on branding & new media, two areas I’m now specializing in; I’m writing in new online platforms and being invited to participate in thought leadership forums; I have a national sales and marketing advice column, and I’m working towards a regular business success television segment.

Take Time to Chill

I would have burnt out long ago if I did not take time to rest, refresh and be as far away from the frenetic pace I keep during the week. Family, friends, volunteer work and special interests can help keep you balanced and rejuvenate your creative juices, so relax and chill out on a regular basis!

So – if you know you have what it takes to achieve your dreams, stay the course with gusto! Hang with friends and associates who share your forward vision and celebrate your accomplishments. Reach out to mentors, ask questions, and never stop learning. Keep pushing the boundaries of your dreams, as you’ll never know what exciting new adventures lie in store for you unless you allow yourself to try.

No matter what you do, you’re bound to encounter difficult clients, vendors and peers.

It’s just a fact of life. Sometimes you see it coming, sometimes you deal with it because there’s an end benefit to you (a great credential on your resume or a sweet amount of cash in your bank account); occasionally you are blindsided. If you haven’t done so already, take some time to review these tips, so you can be prepared, rebound with grace and keep your sanity intact.

Basic Negotiation Survival Skills

Let’s start with one of the hardest things: Honestly communicating your expectations. Many negotiations fail because people spend way too much time dancing around the issue instead of calmly and confidently outlining the facts. That said, we’ve all known folks that open their mouths and automatically tick people off, versus the productively-oriented crowd, who can effectively stand their ground without alienating everyone in the room. Opting for the latter will help you get where you want to go. Which brings me to my next point…

Be positive. Even if you have bad news to share, you can improve any negotiation if you take a sunnier, constructive route versus the jackhammer, finger- pointing approach. Don’t have a resolution to a problem? Try saying: “We are actively seeking a solution” versus the gloomier version: “We have nothing new to report.” One approach screams competency, the other, not.

Everyone is busy, and all too many people have missed the “Miss Manners” memo on professional behavior, so the next thing to keep in mind is actually pretty simple. Don’t take things personally. Women especially have a hard time with this, myself included. We mull and fester and read into things way too much. Be like a duck and let most stuff just roll off your back. You’ll be surprised at how much faster you can get back on track adopting this stance.

Concentrate on the big picture. When you microsize an event or problem, you can actually end up supersizing a problem. Maximize the outcome by keeping things in perspective.

Everyone cannot agree. If you understand and accept this at the get-go, you can actually take a fair amount of weight off your shoulders. Think of it this way – you have your opinion, “they” have theirs. What can you both do to accommodate each other’s goals, so you can find that middle ground.

Don’t ignore warning signs. I regularly act as an outsourced marketing consultant, one of my resources decided they wanted to handle things differently. I had a few red flags but decided to work around them. The result: in the middle of a very important project I suddenly had to regroup and do damage control with a client.

Sometimes bad situations can lead to great things. If you are like most people you avoid conflict. More often than not, after slogging through a difficult or uncomfortable situation, you can actually end up in a better position than when you started! While my recent incident was not fun, the end result is I now have a much wider network of talented peers to rely on, who are quite happy to work with me on my terms.

Taking the time to think about better ways to react and respond to difficult situations will help you buff up your business negotiating prowess, so you can keep your business chi balanced and happy!

To avoid being penny wise and pound foolish think of the big picture and you’ll actually be able to save money and headaches in the long run. Here’s what you have to do…

Invest in your Success

Instead of obsessing about “expenses”, understand that creating your professional image takes a real budget, so you can hire a talented team of creative consultants from the start. The old adage “you get what you pay for” applies in spades here! If you want prospects and clients to take you and your company seriously, retain the services of a professional graphic designer and a web master, a copywriter, and a printer. These folks are the source for developing and disseminating your exclusive brand – the look, flavor and personality of your company, its services and benefits.

It’s not opinion – it’s a fact.

Well designed and correctly written marketing communications materials serve your best interests. Great collaterals and powerful prose help to distinguish your firm, attract clients and increase sales. Hack jobs (slapped together by less qualified and cheaper resources) look it, and can actually impede your progress! If you want to really launch strongly, add on an SEO expert (someone who can help you insure that your web coding is up to snuff, to organically raise your search engine rankings).

Keeping Competitors at Bay

Think about your behavior as a consumer. Your life is busy, and you don’t have a moment to waste trying to figure out anything. Your prospects are just as demanding. With advance planning and a good handle on your objectives, strengths and your target markets, you can develop a strong strategy (and the right approach in the right venues) to keep your prospects from clicking away to your competition.

So smart spending with a realistic budget at the get-go can actually help you achieve your goals in a shorter period of time. I’ve interviewed and worked with many booming businesses and the feedback I’ve gotten is the same, no matter what industry. Successful business owners profit from a wise investment with the right players (which includes outsourcing or hiring to handle admin and bookkeeping tasks). Bottom line: if you want to be profitable in a shorter window of time, it requires doing some homework, thoughtful planning and implementation (read investment of dollars).

Ask around and get referrals. Don’t fall into the penny-wise trap and get the professional help you need to, in order to get the results (from your unique website, direct mail, brochure, business cards, print or online ads, etc.) the first time around. Here’s to your success!

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Pattie Simone is a Business Speaker, Writer and Mentor. She covers smart career and entrepreneurial tips on ABC TV’s nationally syndicated America This Morning program and is an Ask Entrepreneur Expert at Entrepreneur.com. Simone owns Write-Communications.com, a consultancy delivering winning branding, positioning, messaging, marketing planning and strategy solutions to startups and growth-track firms. She is also the founder of WomeCentric.org, a dynamic speaking bureau which taps the expertise of diverse women thought leaders, for lively career advancement, leadership & entrepreneurial keynotes, workshops and seminars.

OK – so let’s get real. Owning a business is a 24/7 thing. Running a business involves so much more than baking the best cookies, slapping your name on a business card, or getting out to some networking events.

For many newbies, the prospect of the finding their own version of Prince Charming (a better lifestyle, more free time and the big paycheck) is what keeps them going.

Unfortunately I see all too many women working too hard at pursuing their dream, without knowing how they are going to get to the ball. So how can you crack the “Cinderella Code”?

Here’s the secret (which I’ve learned from my own experiences and from lots of very successful women business owners)…

Do your homework. After you get over the initial flush of a brilliant idea – test it. Go online. See who else may be pursuing the same dream in your neighborhood, and across the country. Ask questions, lots of them. Being well-informed is a magical experience!

Make a business plan. If you don’t have enough funds to hire someone to help you with this, take out some books from the library or download freebies you can find on the net. Have a Plan B and a Plan C.

Create a sensible budget. This is where most people’s dreams fizzle out, because they sorta wing it. Don’t! You need to have a crystal clear vision of EVERYTHING you need to get your business off to a strong start, that will sustain you for at least a year ( most businesses “turn the corner” after 2-3 years) .

Realize you are not the Queen of Everything, yet. Focus on what you do best and outsource the rest (this should include a web master, graphic designer, copywriter, and printing company to get started).

Get your gown on. Most women wouldn’t consider going to a meeting without the appropriate business attire, so make sure the face of your company shines! Instead of dreaming about a happy ending, producing terrific (uniquely designed) materials will help make your firm out sparkle your competition (which is always a good thing!)

Seek out your own Fairy Godmother. Forget the carriage and four horses – mentors are the folks who can help you get to the ball. Go to some networking venues, choose organizations where you feel welcomed and supported ( NAWBO, EWomensNetwork, your local Chamber of Commerce). The great thing about being in business today, is that you don’t have to look too far to find fabulous, generous women (and men), who are willing to offer you advice, resources and direction on a range of critical business issues. Sometimes all you have to do is ask.

So, go ahead, revel in your entrepreneurial dreams! But make sure your reverie won’t turn into a pumpkin. Don’t wait around for Prince Charming to find you – do your own homework to find the path to the castle. Pursue something you feel completely passionate about, because it will be your life 365 days a year (even as you run your toddler to a play date, or spend an extra long lunch with friends). Work with real professionals, who can deliver a range of deliverables that will propel your efforts. You CAN crack the “Cinderella Code” and arrive at your fairy tale ending by making sure your feet are firmly planted in reality (not fantasy glass slippers!).

“I think that the first and most important change was in my attitude! I had made the decision to take the business to the next level and that decision was actually the first step (of getting unstuck), says New Jersey based LisaMarie Dias, head designer and founder of the six year old jewelry firm, LisaMarie Dias Designs.

LisaMarie took her business to the next level last year, increasing her sales by 60%, so that “attitude adjustment” must have something to it! According to LisaMarie, once that decision was made, she started working with a coach. The eight sessions “were amazing” because LisaMarie got an outside perspective, which helped her “see” her business from new angles, and enabled her to take on tasks that she had been avoiding because she had previously envisioned them to be insurmountable.

She explains:” When we started, I saw my role as making and selling jewelry – I was focused on getting out and doing more shows. My coach suggested ‘attracting customers’ and more networking. While it was not directly leading to sales, I was able to extend my brand awareness and indirectly, increase sales as more people knew of and became interested in my work. “

So as a result of her coaching LisaMarie got some very specific direction. More than that she implemented, she took action. She began to go to networking functions more. “I attended meetings, joined groups – getting my name and products (I always have a box of jewels with me!) out there.

Another thing that she started to do was to read. “I read all I could about business – not just small businesses but also about how larger ones are structured and work. This was tremendously eye opening. As an artist, I have a large number of educational hours under my belt, but I was never taught accounting or took even basic business classes. So now, I take classes thru NJAWBO (New Jersey Association of Woman Business Owners), SCORE and any other organizations I can find offering business, accounting or marketing seminars. I learn a lot AND meet others that are in similar circumstances – it is definitely a great way to move forward. “

In Charleston, SC, Sherrie Bakshi felt she needed to “get unstuck” from very first steps of launching her business, due to culturally-based issues.

“One of the first challenges my business partner Vladia Jurcova and I faced had to do with our names,” says Sherrie Bakshi, an Indian-American woman and co-founder of Stylee PR & Marketing. “With both our last names being somewhat unfamiliar to the everyday American, especially in South Carolina, we had to come up with something that people would remember and connect with us. “

Her challenges to start a PR and marketing business in an area of the country where most Indians were in the medical or engineering professions, included overcoming her own personal challenges; growing up in a culture where risks were not taken very often. “Indians tend to follow a specific path created by their parents and for the sake of security. “

So Sherrie had to get “culturally unstuck” and that meant taking risks and pushing her own personal “envelope”. According to Sherrie, she made a concerted effort of securing her position within the community by affiliating herself with recognized community relations, including Darkness to Light and the Center For Women. She participated in speaking engagements, served on committees, and worked on building bonds with members of her own field.

Sherrie and Vladia’s grass roots efforts with Stylee PR reflected their approach in the public relations field. Says Sherrie, in a city full of publicists, we had to stick out. We knew the first impression would be the last impression so we had to do it right.

While her company is doing well, Sherrie did face several challenges in the company’s early stages. StyleePR had to get their clients and prospects “unstuck” from thinking that their rates were too high for a start-up firm, a common demon for many business newbies. Sherrie and her partner has years of expertise, so their approach was to follow their gut instinct, despite possible setbacks.

“A company’s reputation can be hindered very quickly with a bad client experience, which we did have. “ Another challenge; getting clients unstuck from their perceptions of what PR really is.

“Some clients initially foresee PR as something they can do. It’s easy. They don’t understand the skills required, such as effective communication, writing and marketing skills.” According to Sherrie, PR requires a type a personality, maintaining one’s cool and bringing the best results forward. Education has been key component in their approach. Per Sherrie, the results have been fantastic with their clients receiving “the biggest bang for their bucks.”

As they enter their third year in business, Stylee PR’s “getting-unstuck-from-the- get-go” mentality has resulted in more clients, and expanded services that now includes account service, branding, and copy writing,

Whether getting unstuck includes cultural or geographic challenges, or getting your business ratcheted up to the next level, it’s clear that defining your specific challenges, taking risks, seeking options to help you reach specific goals and taking action – can help you achieve new professional and personal heights. Go for it ladies – the sky’s the limit!

Just to get you up to snuff on things, a partial view of the ever growing list of web-based marketing options, include:

* Rich media – video and flash-based files and clips posted on websites

* SEO (Search Engine optimization – for your website)

* Paid online advertising

* Blogs

* Podcasting

* Opt-in e-zines

* Email

So, do you invest in Pay-for-Click online ads or start blogging?? Should you start sending out an HTML-rich or plain text e-zine (online newsletter) or hire a video production team?? Not necessarily!

My take on this (and the opinion of many of my esteemed peers) is that you need to get back to basics first. Take a long, hard look at who you are, where your company is headed in the short- and long-term, and what makes you stand out with your clients. Next think seriously about your geographic footprint or reach, the areas you need to improve, like customer service or your software, hardware and systems. Then think of technology as just another tool in a sensibly planned marketing mix. The good news is that no matter what your budget is, you can and should mix things up, so that your message and brand gets out there in a targeted and productive way. The better news is that you do not need to do everything.

“Successful marketers will incorporate the latest and greatest tools into their marketing mix, but one of the first steps must include creation of a consistent brand, an “experience” that distinguishes your firm from your competitors,” says Joan Damico, a B2B marcom expert from J. Damico Marketing Communications, based in Walden , NY . Joan, who has given workshops on podcasting and branding, finds her technical writing business keeps her hopping, “It’s hard to keep up with all the options, though I’m planning on adding a few new marketing tools this year.”

Like so many other small business owners, Ilise Benun, a business promotion expert from Marketing Mentor, based out of Hoboken , NJ , has also found it hard to do it all. Yet, she recognizes that blogging is an effective marketing tool, so she has recently hired someone to handle blogging for her company. Since rich media is fast becoming the norm for most major brands (video clips can be found on news outlets, radio station websites, office supply sites, and professional association sites, as well as network television and movie production sites) Ilise has also just posted a video clip of herself talking about her services and her process on her website. She did the short clip herself, so no expensive video production costs were incurred. For an almost zero investment, she says the clip has brought in several new clients, who felt a connection with her after viewing it. Even so, Ilise, who specializes in mentoring creative and graphic design business owners, says that technology is not a magic bullet.

So what IS the magic bullet?? There is none, according to Ilise, but tried and true options like good, old-fashioned networking and cold calling, can get the job done. The first order of business should be to choose a market or several markets that you want to engage. Next up: find a couple of groups that bring those people together (like trade organizations, Chambers of Commerce, etc.). Take a few test drives at some events put on by these groups, and join the ones that are the best fit. Per Ilise, mine the membership directory; it is a terrific tool that can get you new clients.

Of course, Ilise is in sync with Joan; in that you first need to know your objectives and markets, develop a consistent message that speaks powerfully to each sector you are seeking to engage, and be able to articulate your value and benefits with gusto.

Marian Banker, President of Manhattan-based Prime Strategies, a business success coaching and training firm, feels that more people will be using web and email marketing, as they have become basic business tools for marketing, lead generation, credibility building, information, knowledge-sharing and of course – sales. Marion also states that value is at the core of things.

So don’t try to do it all. Remember that if you focus on less, odds are you can make those dream goals a reality. Try out different venues, until you find the unique mix of new technology and basic building blocks (like cold calling and networking) that has the most impact on your prospects and clients.
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Here’s my resources contact data:

Joan Damico, J Damico Marketing Communications
www.jdamico.net – 845-778-5095

Ilise Benun, Marketing Mentor
www.marketing-mentor.com – 201-653-0783

Marian Banker, Prime Strategies
www.primestrategies.com – 212-679-1209