Now, I don’t mean sacrifice in that you:

• work with clients who are not ideal
• accept sub-standard work from your team
• charge less for your services

No, I don’t mean sacrifice in the damn-do-I-have-to-short-change-myself-again?? sense of the word. I mean it’s important that we, as entrepreneurs, get an opportunity to regularly practice the humility of making a sacrifice in our lives — personal and professional.

There is no honor in being inflexible. There is no gain in being unyielding.

When my father retired, he was a well-known union executive and is revered as possibly one of the best union negotiators. He was tough when he had to be, but was always fair. He always told me that in order for a negotiation to be a good negotiation, everyone must sacrifice something. Everyone.

Sometimes we negotiate with ourselves. We know we need to put the business to the side and get a 9-5 job (for a little while) so we can make ends meet, but we don’t because our pride won’t let us. Pride is the ultimate stiffener. The business we’ve built doesn’t have the right business model and instead of changing, we hold on to what doesn’t work. We’re rigid. We didn’t anticipate this marketing plan being so tough to execute and instead of going balls-to-the-wall and getting it done, we quit under the guise that “marketing doesn’t work”.

When we come from a posture of humility, we are an open vessel waiting to be used for good. Open to see things in a new way, because we don’t think we know it all. When we are open, more opportunities flow to us because we have not adopted the posture of being closed. When we are open, clients want to work with us because we can put our egos aside and do what’s best for them and their situation with the knowledge that when we do what’s truly best for our ideal clients, we’re ultimately doing what’s best for our business, too.

Being willing to forego something sends a subtle message to the Universe, to others and to yourself that you don’t feel you have to have everything you want. Things need not go your way 100% of the time for you to be content and fulfilled.

My mentor of 15 years, always says the same thing to me when I come to him for advice: “Are you willing to walk away?” He doesn’t mean am I willing to pack up my toys and go home and never play with the other party again, just am I willing to sacrifice this opportunity…am I willing to let it go. The minute I tell him I’m willing to make the sacrifice, then he can help me craft an approach wherein I feel good no matter the outcome. But, on the off chance that I’m too close and I’m unwilling to walk away, there’s not much room for him to help me, because I’m holding on too tightly.

If you’re willing to be honest, there is something right now in your business of which you need to let go. It’s not something you WANT to release, but it’s something that needs to go so that something else that you really want to happen will happen.

Oprah said it best: “You can have it all. Just not all at the same time.”

Will you sacrifice today?

The lesson I learned from several rising stars (whom I had the pleasure of moderating on a recent NYT Small Business Summit panel) is simple.

You attract them with your “why.”

So many companies use social media for PR blasting—“look at me! Look at me!”—without taking the time to cultivate a community.  Or giving people a reason to want to be part of the community.  They focus on the “what”: what am I offering? What do I do? What do I want to sell?  Yet the key to success is tapping into the “why”: why does your company make a difference? Why are you unique? Why do your values resonate with your tribe?

Each of Otis Chandler, Ido Leffler, and Robbie Vitrano used social media and networking tools to catapult their business visibility to national recognition in less than 5 years.  Not just entrepreneurs, they are social entrepreneurs who value people and the planet as well as profit.

1. 1. GoodReads.com: From Personal Passion to Problem-Solving.

The “What”: GoodReads.com is a social network for book lovers.

The “Why”: A voracious reader, founder Otis Chandler started GoodReads.com as part of a personal goal to read more books.  In short, to “share the love”—of reading and books with others who felt the same way.  Otis relies extensively on community feedback to drive the development of GoodReads.com.  GoodReads.com is also a problem-solver for the disparate members of the literary community seeking unbiased information about books, trends, and how-tos for authors promoting their books.

The Results: Launched in late 2006, the site has since grown to over 5 million members who have added over 150 million books, completely by word of mouth.

1. 2. YesToCarrots.com: Beauty Is More than Skin-Deep

The “What”: Natural health and beauty products

The “Why”: Yes To has a commitment to healthful living, a theme that’s threaded through its blog posts, its forum for followers, and its educational programs.  The brand established the Yes To™ Seed Fund, a not-for-profit organization to teach kids about nutrition and healthy living through the planting of organic school gardens. The founder, Ido Leffler, walks his talk in his own organic garden, where he is teaching his daughter exactly where food comes from.

The Results: In just 5 short years, Yes To has achieved distribution in over 28,000 stores in over 25 countries (including Target, Wal-Mart, Walgreens, Wholefoods, and Sephora Europe).  Yes To has garnered recognition as being among the top natural beauty brands in the world.

1. 3. NakedPizza.com:  Conquering Obesity, One Pizza at a Time

The “What”: Pizza with healthful and organic ingredients.

The “Why”: Naked Pizza aims to demonstrate by example that fast food can be part of the solution for the global epidemic of obesity and chronic disease related to diet.  There’s another aspect of Naked Pizza worthy of mention: its location. Its founder, Robbie Vitrano, chose to headquarter Naked Pizza in post-Katrina New Orleans as a way to propel growth and rebuilding in the community.  To its founder, Robbie Vitrano, social media is an opportunity for meaningful, transparent conversation to add value and inspire better eating—often delivered, like its pizza, with a bit of spice.

The Results: Ranked in 2011 as the 4th most influential Quick Service Restaurant brand, Naked Pizza has achieved tremendous growth in the 18 months since its launch, with an array of healthful, wholesome food items.  The company is recognized as one of the leading brands in its use of social media; at one point, over 69% of its sales came from Twitter alone.

Having a “why” behind your “what” is a surefire magnet for brand evangelists in social media.  Why does your business matter?  Does it have a social purpose? And if not, why not?

Why We Become Disillusioned
Social media is a flexible and customizable medium for businesses to leverage, but it’s been the unfortunate subject of mainstream media hype. I’m sure you’ve read stories of businesses achieving seemingly overnight success via MySpace or some other social media tool, but social media isn’t flat-out magic. “No one really sees the 90 percent that you put into your social media efforts,” says Scott Ginsberg of HELLOmynameisSCOTT. “They only see the 10 percent—the results.”

Ginsberg should know. He started his blog, HELLOmynameisBLOG, in October 2004, and for the first six months, he had hardly any comments or feedback. But he persevered and in August 2005, one blog post led to an invitation to speak at a marketing conference, which helped him meet more than a dozen new clients—and get a $100,000 contract. Now that’s ROI.

Unfortunately many companies don’t persevere. One study, from the book Naked Conversations, showed that about one out of three blogs are abandoned within a year. “Social media has created an ADD-like generation of people who don’t want to wait for the return,” says Ginsberg. “There’s a lie being spread that tells people to work smart, not hard. Working smart is possible when you’ve built your business up, but initially you have to work hard and long.”

Between the ultra-hyped stories of social media coups and the declining focus on the overall investment, it’s very easy to see why entrepreneurs become confused and impatient. To avoid disillusionment, it’s vital to consider the two elements of ROI— the return and the investment.

The Return
The return is what you hope to gain from social media, both in dollars and intangibles, like increased speaking engagements, better conversations with target markets, more fruitful connections, increased revenues, increased visibility and buzz.

Taking the time to determine what you’d like to gain from social media before delving in could keep you focused while ramping up sales. Once you’ve set goals for your return, the next question is: What are you willing to invest to generate those results?

The Investment
In the same way that currency is not solely monetary, neither is your investment. You should consider what kind of energy, organizational staff and other resources you’re willing to invest to get the desired return. Lest it be forgotten, a good portion of your investment is also your message—having something unique and interesting to say about what’s going on in your industry instead of rehashing the same material over and over.

But what if you don’t have the resources necessary to make a strong investment?

No Resources + Substantial Expected Results = Major Let Down
Recently, a client came to us because they wanted to start using social media to increase their thought leadership and generate more speaking opportunities for their CEO, but they didn’t want to invest a lot of money or time. Our response was, “If you don’t have access to resources that you can leverage to make this project a success, then we suggest that you buy an ad in a trade publication and call it a day.”

One of the golden rules of social media is: If you don’t have time, you need money or other additional resources; if you have no money, you need to have time and energy. You can’t be strapped for both cash and time and expect a grand result. That just isn’t realistic.

So what’s up with all this cool technology? Are our lives easier, more fun, more productive, yada, yada because of these tools/apps, or are we heading backwards socially, where we (apparently) are always feeling compelled to look somewhere else every 30 seconds versus giving our full attention to where we actually are.

From a business standpoint social networking sites are a dual-edged sword. On one hand Twitter, facebook, foursquare, EmpireAvenue, et al, are amazing tools to launch a brand, research competitors, thought leaders and industry news, communicate & engage the masses on a global scale or reach a hyper-local consumer base.

As an entrepreneur, I’m living the angst felt by many new and more experienced adopters. How much is enough re participation, content, offers, etc.? As a journalist and new media marketer, the pressure is immense to keep up with the newest app, the hottest social/potential sales -building engagement community/platform.

So the question of the hour – how many channels can you realistically “BE” in??

Yup, I can quote you amazing success stories, by solopreneurs and megabrands alike, where there is no question about the tangible ROI (read new customers and mucho dinero flowing in). From feedback from scads of business owners, PR people, other social marketing professionals etc.,  the mediocre results or downright failures far outweigh the success stories, simply because most people don’t have the time to figure out what works best for them, factoring in their unique circumstances and specific objectives.

I know I’m not the only person feeling like Peter Finch aka Howard Beale from the movie Network, the guy who flung open the window and started shouting at no one in particular and everyone  - “I’m mad as hell and I’m not going to take it anymore!”

I think the tide may be turning, s-l-o-w-l-y.

Because I heard some refreshing insight from some of the industry’s thought leaders, like Laura Fitton (aka @pistachio) and @SchneiderMike @RealtimeReport’s NYC recent conference. Fitton acknowledges advantages lie in the quality of social connections not the quantity – click here to see Laura’s top Twitter-focused tips. Schneider grapples with finding a balance between mobile and family doings – click here to see a video interview with him. Though it may seem a contradiction to what I’m normally advising my clients, there is still A LOT of value to offline doings – whether you attend Internet Week  or SES conferences, or your local Chamber of Commerce functions. And let’s not forget old fashioned posters and business cards (featuring new fangled QR Codes of course

So here’s to finding a balance between your real time and virtual doings. Here’s to NOT multi-tasking so much, to actually being offline at least part of your day. Now I have to go check my Twitter feeds, facebook pages, email, LinkedIn, etc.etc. OY.

It is a great pleasure to interview you and learn more about your entrepreneurial journey and your business Absolute Style and Beauty.

Could you share your background before starting your business? What was your education and professional experience?

Tayelor Kennedy

I actually started my business on a part-time basis before I went to college.  I have an MBA and I worked in the financial and insurance industry for a while.

When did you know you wanted to be an entrepreneur?

Since I was 5.  At 5 I worked in my Aunt’s corner store.  I also had a lemonade stand. I come from a family of business owners.  In addition to holding down full-time careers, my parents and several of my aunts, uncles, and cousins all have businesses.  

Did you have a start-up business plan of any kind? Please tell us about it. No,

I jumped right in without any idea of what I was in for.  I made a ton of mistakes with regard to marketing, and the biggest mistake is, I didn’t document my process and my financials were a mess.

How did any outside advisors make a difference in your company?

Working with a coach, I developed a business plan that really mapped out where I want to take the business.  Having a business coach keeps me on track and moving.  Which is great because I know that I am accountable to complete the agreed upon action before our next meeting.  And,  if I fail to follow through, my coach will call me on it.

Tell us about your business as a beauty and lifestyle consultant and as a make-up artist.

Absolute Style and Beauty is a full service lifestyle consulting company.  I provide, personal and professional image rebranding, personal shopping, closet audits, and make-up services.  I work with our clients so that they live the most stylish and beautiful life that they can imagine.  Whether I am hired to assist with home redecoration, shopping for that perfect dress to wear to on a first date, or to their wedding, I promise to provide a unique, and personal experience.

Who is your ideal client?

I work with women that are ready and looking to express more fun, and authenticity in their life, and ready to take the necessary steps to make that happen.

How do you balance it all?

I have a daily plan.  It’s imperative that I map my days out in as much detail as possible.  I get plenty of exercise, eat good whole food, and go to bed at a decent hour most nights.

What are your plans for the future?

At the moment I am concentrating on my book: Absolute Style and Beauty that is coming out later this year.

Good luck with your book, and please let us know when it comes out. What do you consider most rewarding as an entrepreneur?

First, I’d have to say that it is knowing that I achieved my dream of being an entrepreneur.  Second, is knowing that I do work that is meaningful not only to me, but that I made a difference in someone’s life.

This issue’s theme is “Show leadership through your social media presence”, could you share how using social media has made a difference in your venture?

Social media allows me to stay abreast of what my industry is doing and what my clients, potential clients are talking about.  In addition, it allows me to directly interact with them.  It’s a nice tool to develop professional relationships, and meet potential clients.  I meet people that live in Canada, or the UK that will refer clients just because of the relationship that’s developed as a result of using ning, twitter, linkedin and other social media outlets.  But the key is, participation.  That’s why it’s called “social media”.

What advice would you give an aspiring entrepreneur?

First, I’d suggest doing a lot of research on the type of business they are interested in to make sure there is a market for the service or product.  Next, create a business plan. It’s very important to build a solid foundation so that the business will grow, and be profitable.  Lastly, hire a business coach.  Hire someone that has no emotional ties to you.  This way, the support that you’re receiving is clear and objective.  And, you’ll be more apt to keep your commitment to produce your vision.

How can people find out more about you?

They can visit, http://absolutestyleandbeauty.wordpress.com, for contact information, and to view the list of all of the services that I offer, and follow me on Twitter at http://www.twitter.com/tayelorkennedy.

Cyberspace has (improbably) become not just the place where you re-connect with your 8th grade boyfriend, but the place where many of us now go to meet customers, colleagues, associates and friends.

All the Rules Have Changed…

It used to be that, by the time you were old enough to have grey hair, you pretty much knew how to act in the world.

Not so today.

Since the advent of Facebook and Twitter, plenty of people are re-learning their “social” skills.  In this brave new world,

* Grandmothers and CEOs are wondering who to friend and how often to tweet
* Blogs have replaced business cards, and “content” is anything you want it to be
* Privacy pretty much disappeared at about the time bra straps became accessories

As my daughter might say, “Whatevs.” …Or Have They?

Fortunately, some best practices for “how to win friends and influence people” have transferred from the real world to the virtual.  They include:
* First, make a connection with them. You can talk about what you need later.
* Make it easy for them to interact with you by saying things they can pick up on.
* Pick up on the things they say; every comment is packed with clues about the things they care about, and those things are key to forging a connection.

You’ll find that these tips apply whether your social sharing happens online, at a business networking event, or at a backyard barbecue.    And if you want to learn more, please join me on June 29th for Small Talk for BIG Success — or contact me about private coaching.   Meanwhile, enjoy the “social” whirl, and remember to Speak Up for Success.

All the best,

Jezra ]]> http://www.womenandbiz.com/2010/06/08/social/feed/ 0 http://www.womenandbiz.com/2010/06/08/interview-with-deborah-bailey/?utm_source=rss&utm_medium=rss&utm_campaign=interview-with-deborah-bailey http://www.womenandbiz.com/2010/06/08/interview-with-deborah-bailey/#comments Tue, 08 Jun 2010 12:58:21 +0000 Elisa Balabram http://www.womenandbiz.com/?p=768 Dear Deborah,
You have provided great tips as a guest writer of Womenandbiz.com, and now you just published your first book, congratulations!

Could you share with us your experience prior to becoming an entrepreneur?
I spent over twenty years in the corporate world at companies such as JC Penney, Avon, AT&T, Lucent and Johnson and Johnson. I’ve changed careers a few times. When I started out I worked in the garment district in NYC, and then worked as a copywriter. I changed careers and became a computer programmer and business analyst. I’ve always been willing to make career changes when I wanted to try something new.

How did you spot the opportunity to start your business?
I’d been planning to start a business for years. In fact, I wanted to start a business after high school graduation. Unfortunately at that time being an entrepreneur was not the norm. Instead I was encouraged to either become a doctor, lawyer or get a good job and a pension.

It took decades in the corporate world before I decided that I had to make a major change in what I was doing. So, I decided to start a freelance writing business. Unfortunately once I started to get that going, the housing crisis hit and the economy started going downhill. I realized that I would have to add some other revenue streams.

So, I took an introduction to coaching class at Coach U and decided to register for their Core Essentials program. Though I hadn’t planned to go into coaching when I started, I realize now that it was an excellent choice for me. I think that a lot of people start businesses because they see a need for something. Others end up falling into it because they start with one idea, then they’re led to another type of thing entirely.

I’m a creative person and my business has evolved along with me. Recently I’ve added speaking and training to my services. I realize that I don’t like spending so much time working alone on my laptop, so I’m looking forward to going out and working with groups. Though I started out doing freelance writing, these days most of my writing is done to market my business and my new book.

How did any outside advisors make a difference in your company?
That’s a good question! Actually looking back I think that I probably relied too much on the opinion of outside advisors. When you don’t know enough, you can end up listening to people who sound credible, but they really don’t have the knowledge that you need. Unfortunately you may not find that out until your own knowledge has increased, and then you discover that perhaps they weren’t the experts that you thought they were.

I’ve been fortunate though to have worked with a few great coaches – which is what prompted me to take training to become a coach! They have made a big difference in my life because they were very supportive and honest about what is needed in order to build a business. I find that there is a lot of misinformation out there and a lot of “experts” are downplaying the work that is really involved.

You have to be very discerning about who you choose as a mentor. It will take a lot of work and commitment to get things going. In my opinion, building a business can’t be condensed down to a “quick and easy” set of steps.

What do you consider the most difficult challenges you face as a woman business owner, and how do you overcome them?
I think a big challenge has been being a home-based business you aren’t given the same respect. When people hear “home-based” they think it can’t really be that serious.
To be honest, any challenges that I might encounter as a woman business owner pale in comparison to my challenges as a woman in corporate America. In that environment I was always frustrated by the lack of opportunity for advancement. Perhaps because I am home based I’m not encountering the same obstacles some other women encounter while building a business. I can’t say that I feel restricted in any way.

Tell us about your business and the products and services it provides:
When I started out in coaching I called my business, Deb Bailey Coaching, and now it’s evolved into DBC Communications. It’s not just about coaching, but also includes training, speaking and my internet radio show, “Women Entrepreneurs – The Secrets of Success.” I define myself as an author, career expert and speaker, and I have to admit that it’s hard for me to narrow down my services. As a right-brained person I have so many things that I enjoy doing, it’s hard to narrow it down.

Later in the summer I’ll be working with Middlesex County College in NJ to provide training in business writing and customer service to businesses. I also speak on topics such as how to move from employee to entrepreneur, and how employees can use entrepreneurial thinking in their jobs. Recently I started providing a service for entrepreneurs who want help with writing books to promote their businesses.

What I really want is to help people with personal development so that they can align their skills and desires with their careers and businesses. I also want to do my part to promote women entrepreneurs because I don’t think we get enough attention in the mainstream media. That’s why I started my radio show. I wanted to give women entrepreneurs a place to talk about their businesses and inspire other entrepreneurs-to-be.

What inspired you to write: “Think Like an Entrepreneur: Transforming Your Career and Getting Control of Your Life”?
I wanted to share my experiences transitioning from employee to entrepreneur. There’s an emotional and mental transition that has to happen and that is rarely mentioned in the “how to” books. Work is changing and people can no longer expect to be employed for life at one company. In the book I wanted to show that employed professionals can change their thinking and take control of their careers. So many people are stuck thinking that the company dictates their career and that they’re powerless.

As an entrepreneur I learned that I had to adapt certain traits in order to survive. I couldn’t just sit and wait to be told what to do, or let my future be decided by a manager. I had to take charge of my own destiny and make my own decisions. When I thought about it, I realized that employees could use those traits and apply them to managing their careers.

Who should read this book?
This book is geared towards employees; however entrepreneurs can also get a lot out of it. In fact I’ve had great reviews from entrepreneurs, so they obviously feel that they got some good information!  Anyone who wants to shift their thinking and make changes in their professional and personal life will get something out of the book. I’ve included my personal story of transitioning from corporate and provided a lot of motivation for those going through similar changes.

What advice would you give an aspiring entrepreneur?
Do a lot of research before you begin. Determine your target market, figure out how much money you’ll need and be as realistic as possible about it. You will have to invest time and money in your venture if you want it to succeed. You must also believe in your vision and stay focused on bringing it to life. It’s important that people understand that there will be sacrifices required, at least at first. You’ll have to devote a lot of energy to your business idea. Don’t expect it all to fall together without major effort on your part.

This issue’s theme is “Show leadership through your social media presence”, could you share how using social media has made a difference in your venture?
My radio show has been a major part of my social media presence. Through it I’ve met and interviewed over 100 entrepreneurs, and many of them have remained part of my network. I recently was invited to join a small group of bloggers for an interview with First Lady of California, Maria Shriver. She started an ice cream company with her brother and they’ll be using a portion of the revenues to support Special Olympics (which was founded by Maria’s mother).  My invitation to participate in that interview came from my having the radio show.

I also have a Facebook fan page and I’m active on Twitter, so I’ve been involved in various social media tools. However, it is all too easy to spend a lot of time on social media without having any real focus. It’s easy to get caught up in numbers of followers and friends. If you’re on social media all day but have no sales, then perhaps your focus is in the wrong place. You need to have a strategy in order for it to be meaningful.

WOW, that’s amazing, congratulations! What are your plans for the future?
I’m about to start on another book, a novel this time. Ultimately I’d like to present workshops based on the concepts in my book, “Think Like an Entrepreneur” and do a lot more speaking on topics that will help people to grow and bring out their best skills and abilities. I’d really like to be a part of helping people to make positive changes in their lives. As long as I’m doing that, I’ll feel that I’m living my own purpose.

Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?
I can’t think of any particular questions because we’ve covered a lot of information here that I hope will be very helpful. In addition I want to say that Women and Biz is a terrific resource for business owners, and I am excited and honored that you invited me to contribute.

For more information, please visit: http://www.dbaileycoach.com

Implementing the right social media strategies and online presence will allow you to go from a local status to an international status.

Authoring a book can give you another level of exposure and it will be easier to contact the press or magazines to be featured. A press release announcing your book tour can alert local print and TV channels in every city you will be speaking. If you don’t like public speaking you can opt to be interviewed on radio stations across the country.

Using all media available today, and creating a buzz around your product or service, create credibility and attract more clients to you and you will never have to chase clients again. Plus as an expert, people will be more than happy to pay for expert services and you can increase your prices to your worth. Wouldn’t you like to enjoy a whole new list of new clients knocking on your door?

Thanks to my exposure through social media during the past few years, I have had interviews published in various magazines in the US, France and Canada. I participated in two book marketing compilations in India. Then went on to become a columnist for two business publications. I have also been interviewed by a few TV stations. All of these contacts have pursued me through social media!

Without an effective online presence, I would never have had such exposure which made me into THE international business consultant.
So how effective is your social media online presence?
Need help to become an expert and boost your online presence, turning your online visibility into profitability? Download my free audio “Networking Mastery Secrets” at http://www.networkingmasterysecrets.com/