Are You Giving Away Too Much Free Content?
April 30, 2012
By Alycia Edgar, Coastal Accounting Services
A dilemma facing any service professional/consultant is, should I be giving away free content, and if I am, is it too much?
Two presentations I attended at SXSW in Austin, Texas this year basically gave the same answer to this question: Yes, give away as much as you possibly can because it leads to the consulting. It’s your marketing machine!
And here’s why:
Both presentations arrived at the same conclusion for me – free online content allows your prospects to self select by reading what you have written and brings them 60% through the sales process. How’s that for removing an icky sales conversation!
Takeaway 1:
Blogs will create attention and interest, but will not lead to action straight away.
Lots will consume content, but never be a client — and that’s okay.
Takeaway 2:
“Content creates an information annuity.”
You can share and re-share through social media, refreshing old content, particularly if the content is evergreen. And different social media platforms require a different strategy as well. Twitter, for instance, may only be viewed by a few of your followers at the point in time you tweet the post out, thus you can repeat over a period of time. Facebook and Google + have more stickiness in that your post will appear for longer. The trick is that something you wrote a year ago CAN be re-posted — not only will some of your existing audience have forgotten about it, but the newer members of your audience have yet to see it.
Takeaway 3:
“Your blog is an asset for your company. All content should end up there.”
Re-purpose your material to expand your blog by adding:
- Slideshares from presentations
- Turning presentations into blog posts
- Archiving a webinar and reporting on it
- Transcribing your podcasts to create blog posts
These are superb ideas aren’t they? (Did I say that I loved SXSW?)
Takeaway 4:
If you want to be seen as an expert, you have to narrow your focus.
Rather than writing about all the topics you are knowledgeable on in the one spot, create different platforms for those. By sticking to one topic in a blog, you create expert status on that topic. These blog posts can then create a book. Sounds far-fetched? Many authors in the market place today followed this route.
Takeaway 5:
We will give away our secret sauce.
One of the presenters said, “having a grocery list doesn’t make you a chef.” How true is this? You are able to deliver your knowledge and content in such a way because all of your experience, learning and knowledge to this point is your unique take on your topic. No one can have exactly the same approach as you.
Takeaway 6:
We shouldn’t talk about price in content.
If your reader is not able to perceive the value from the words on the page, or video content, then no price should be mentioned. This is more about consulting, in my opinion. If you want to engage your prospects for a short- or long-term consulting gig, then you really need to lead them to a conversation about your services, rather than just stating the price on your website. But if you do want to eliminate tyre kickers, a price range can help with this.
I hope you enjoyed the fab takeaways I curated for you, direct from SXSW. Joe Pullizi, who was one of the presenters I mentioned, presented a podcast you can listen to here.
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Alycia Edgar - Coastal Accounting ServicesAs an accountant and former surf shop owner, Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business.
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Thoughts of an Entrepreneur
February 23, 2012
By Alycia Edgar, Coastal Accounting Services
You started a business because you found something you were passionate about and wanted to create something meaningful around that work.
I’ve been thinking about what makes up the heart of a business a lot recently, and thought I could share my thoughts with you, both as a business owner and as someone who spends a lot of time turning businesses upside-down and inside-out to see into all the crevices, making tweaks here and there.
You are your business. All your thoughts, feelings and actions create your business. And you should be okay with that. This is what makes you YOU and YOUR BUSINESS unique. Show up everyday as YOU for the good of YOUR BUSINESS.
Here are some of my thoughts on life, running a business and how they intersect with you as the business owner:
- Life throws you curveballs. Sometimes they suck; deal with it and move on.
- Open the door; let people in. Just being there is often enough. Let it happen.
- There is always a positive. Believe, and you will see.
- Life is what you make it.
- Appreciate what you have.
- Live in the moment.
- Be true to yourself.
- You only get one shot at life. Make sure you embrace it fully.
- Stop playing small.
- Stop being comfortable.
- Take a chance.
- Don’t get stuck, push through.
- One step at a time really is all it takes.
- Don’t ever give up, regardless of how hard it gets.
- You can make a difference in the lives of those around you.
- There is always a solution.
- Live your life yourself, not through others.
- Stop dreaming about that experience; make it happen now.
- Now is where you should be. You can plan now for your future.
- If you can’t fix it, get help.
- Some things aren’t meant to be fixed. Walk away.
- Be there for others.
- Love others always.
What have you learned in running YOUR business?
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Alycia Edgar - Coastal Accounting ServicesAs an accountant and former surf shop owner, Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business.
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I Think You’re Faking It…
November 17, 2011
By Alycia Edgar, Coastal Accounting Services
I’m really going to get on my soapbox, but you have to hear this. I see far too many people who have lost faith in themselves. They’ve been beaten down by disappointments, failure to reach goals and getting caught up in the drudgery their business has become.
GET OVER IT! Yes we have disappointments – I had one this month – but apart from being snarky for a few days, I’m over it and have moved on. I’m back in action mode.
Here’s the thing, you MUST be in action all of the time.
I don’t mean busy – anyone can do that. You have to be taking action towards your goals; REAL action, not just half-hearted attempts at making something work. REAL ACTION. Can you honestly say to yourself that you have taken REAL ACTION? Really? I think you’re faking it. Yes, I’m calling you out. I am tired of people giving up, saying something doesn’t work, when they really haven’t given it their all.
Be in action, real action. The type of action that makes you want to throw up, it’s so scary. Put yourself out there to potentially get trodden on. Take the chance; a REAL chance. Give it absolutely everything. And stop fooling yourself that the stuff you’re doing at your desk everyday that makes you “busy” is REAL action. Yes we have to service clients and customers, but you know what I’m talking about. That fuel left in the tank that could be used to step you up, but instead you’re keeping it for a rainy day. What’s that about? That rainy day is not coming; it’s here. Do it now. Stand on the edge of that cliff and jump – you have to take action then, it’s life or death.
If you honestly think you’re not faking it, that’s okay.
Go back into your comfort zone and keep plodding along. I’ll see you in the same spot next year, but if any of this made you stop and think at all, then step it up; be courageous, take massive action with great intensity. Make and commit to those bold, audacious goals for 2012 that leave you standing on the edge begging for something to calm your nerves. Have a drink and get back out there.
And no, taking REAL action doesn’t mean you’ll get it right all the time. In fact, your disappointments will probably hit you harder. YOU will survive. But when you do get it right, it was YOU; all you. How sweet is that?
MORE GREAT BLOG POSTS BY ALYCIA EDGAR
- This year is nearly over… but not yet
- Take a Chance
- Stop! Let me off this train, this wasn’t the ticket I bought!
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Alycia Edgar - Coastal Accounting ServicesAs an accountant and former surf shop owner, Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business.
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This year is nearly over… but not yet
October 20, 2011
By Alycia Edgar, Coastal Accounting Services
How is the year going for you?
Travelling well, or caught up in the busy, busy?
You have 10 weeks until this year is finished. Yes, 10 weeks. I’m sure you’re cursing me right now, aren’t you?
So where are you in your goals for the year? Made progress? Totally lost track?
Here’s what you need to do:
- Revisit your goals for 2011
- Grab a calendar and review the next 10 weeks
- Work out what you can realistically achieve
- Do you need to defer some to next year?
- Stop, stop right there!
Here’s the thing. I could say map it out, move some to next year and you’ll get it done then. You may, or may not. But deferring action is one of the worst things you can do, because quite frankly it becomes a continual habit. You justify the deferral internally and continue to work only as hard as you think you can.
Big mistake.
YOU are going to achieve those goals you set out to do in 2011 by the end of this year. Sometimes circumstances change, and that changes goals. I get that, but if the reason you haven’t achieved a goal is simply because you didn’t give it the time or the focus, now is time to pay your dues.
YOU will map out exactly how you will achieve your goals in the next 10 weeks. You will work your butt off to make sure it happens. NO excuses, no floundering. This is the price you pay for deferring action during the year.
Don’t question me and say, “oh easy for you to say.” It’s not. I have set myself a bucket load to achieve in the next 10 weeks – and I will achieve it. It will be super hard from a time commitment point of view, but I will also need to step up to another level entirely.
Stop playing small. Challenge yourself to break through those fearful barriers we all put up. Believe in yourself and what you can achieve. Stop settling for what business is bringing you and go out there and make it happen the way YOU want it to.
BE your business, CREATE your business; BE you, CREATE you.
It’s only 10 weeks, are you up for the challenge?
And if you can achieve that in 10 weeks, just imagine what you could achieve in 2012 with that same determination and focus. Think of this 10 weeks as a test run to prove to yourself what you’re really capable of.
Who’s with me? Commit down below.
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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Take a Chance
September 22, 2011
By Alycia Edgar, Coastal Accounting Services
One of my philosophies in life is to have no regrets. I consider all opportunities that come my way, regardless of how difficult they may be to implement at that point in time. I would rather try and fail, knowing it doesn’t work or is not for me, than be forever wondering!
So, what are you waiting for? Take that chance.
Yes, that one, the one you keep saying in your head. Perhaps you’ve identified that perfect client you would love to get. Go make contact. Call them, mail them or whatever it may be. Just go and do it!
Think about this scenario, you’re chatting to someone and they offer you the perfect opportunity. But it’s not the perfect time for you. Argh! I will say this once only. There never is a perfect time. Never. Period. Stuff happens. Get over it. Grab that opportunity and run with it!
You’re not ready to launch. You just need to do a few more things.
You’re waiting for all those ducks to be in a row, right? And then you’ll be ready. How’s that working out for you? Been lining those ducks up for years haven’t you? Stop lining up, it will work out one way or another. Get your stuff out there; get it into the hands of your customers and then tweak as you get feedback. Test, test, test.
You have a business idol; someone you’d really love to speak to. Email them and ASK for the opportunity to meet. Just ASK. So much happens in this world by people simply ASKing for what they want. Take that chance, put yourself out there and just ASK.
The least they can say is no, and then you move on.
Maybe its unchartered territory for you; your first teleseminar, webinar, presentation or workshop. Scary stuff huh! Everything new is, but once tried, it might still be a little scary, but you’ve faced the fear; you’ve done it! Take that chance. And yes there’s loads that can go wrong, but there is so much more that can go right!
Sometimes the only thing that’s stopping you from taking a chance is believing in yourself. Find those that believe in you and listen to what they say very carefully. Listen. I believe in you. I’m supporting you. Go forth and conquer.
MORE GREAT BLOG POSTS BY ALYCIA EDGAR
- Stop! Let me off this train, this wasn’t the ticket I bought!
- I don’t know enough.
- What can you achieve in 90 days?
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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Stop! Let me off this train, this wasn’t the ticket I bought!
August 25, 2011
By Alycia Edgar, Coastal Accounting Services
Your train is hurtling along and the countryside is whizzing by. With each paddock you are getting closer to your destination. Ahh, its comforting to know you’re on the right path, you will get to your destination and everything will be in order.
Next thing you know, the ticket inspector is heading towards you, but where is your ticket? Oh hang on, here it is… but wait a minute, this isn’t the train I’m supposed to be on……..
Could you feel the dread rising from the pit of your stomach? That feeling where you’ve worked so hard, lined up all your ducks in a row and then BAM! The last piece of the puzzle doesn’t fit. It was all for nothing. I’m sure that’s how the contestants on The Block felt this week when their properties were passed in at auction. All that hard work and nothing to show for it.
We can all lead ourselves on such a ride that when you reach your destination, you wonder how on earth you got there. You’re positive this wasn’t where you set out to go. You’re intentions were great, but something happened along the way, the train changed tracks and hurtled you off in another direction.
You know what? Pick yourself up, grab another ticket, jump on board another train and head off towards your intended destination. It’s just a detour! And, yes, detours can make the trip so much longer, but here’s the best bit. You learn so much from a detour – you see things you would never have seen, make decisions you would never have made, meet people you would never have met and learn things about yourself you would never have thought possible.
Detours can be painful when you realise you’ve been on one and when you think about the wasted time and resources initially.
But nothing we do in life is a waste of time or resources if we can learn from it. Every new piece of information, thought process or a-ha moment helps us to fill in our map on this journey of life to get to our own pot of gold – whatever that may be.
So the next time you’re cursing yourself for wasting time, stop reacting and reflect. I’m positive you will be able to pinpoint the learning from the situation.
If all else fails, grab a glass of wine – reflection may just come easier. 
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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I don’t know enough.
July 28, 2011
By Alycia Edgar, Coastal Accounting Services
You’ve said this before, right? I used to think the same.
I spent a long time studying part time for my accountancy degree – started, but never completed an e-commerce masters and started, but never completed my CPA. I’m grateful now that I didn’t complete them; I don’t need them.
You can waste so much time becoming the master in your field with pieces of paper when, through experience, you probably already are. So many skills you use in business aren’t learned from a degree or textbook; it’s the nuts and bolts, get your hands dirty type stuff that you learn from. Each lesson is added to the previous lessons and eventually your knowledge base is sufficient that YOU have the answer to your problems and your clients’ problems; you don’t need another qualification to know it.
You are good enough. Let me say that again, just in case it didn’t sink in. You are good enough. You have a lot to offer. You are unique. Not one person can be the same as another, even if their professions/skills are the same. The knowledge base that you build on is different to everyone else. You interpret lessons/situations differently and develop a totally different perspective on problems and scenarios. Your approach resonates with some people, but not everyone. Don’t try and be everything to everyone; be YOU.
You don’t need that extra specialisation to make you unique; you are already. You just need to be you and let your audience know why YOU are what they need to solve their problem.
You might have trouble identifying what makes you unique, and that’s okay. Get help to find it because we often cannot see what others can. Just ask and others will tell you.
You have to believe; believe in you and what you can achieve. Stop doubting yourself; YOU can do it. Get someone in your corner, by your side – a coach or mentor who will help you see what you really can achieve – because in those moments where you do doubt yourself, their words and support will get you back on track.
And don’t forget the most important thing – you are good enough. Yes, YOU.
Go do something with that.
MORE GREAT BLOG POSTS BY ALYCIA EDGAR
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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What can you achieve in 90 days?
June 30, 2011
By Alycia Edgar, Coastal Accounting Services
How’s business? Travelling along okay? Or are you busily focused on end of financial year, just trying to make it so you can start fresh again on July 1?
Forget the End of Financial year guff going on; forget tax planning; and get back to what’s real – your business. Because if you don’t have a business, you certainly don’t need tax planning. I want you to answer the following questions:
- What is your core product or service?
- Who is your ideal customer/client? Are you attracting them?
- Are you serving their needs with your products or services?
- Are you the absolute best in your market? If not, why not?
- Are you profitable?
After answering those questions let me ask you this. Are you focusing on your core product or service/ideal client, serving their needs, being the best in your market and your profitability? Or are you being distracted by the latest and greatest new fad? Maybe you’ve become comfortable within your business, settled for the status quo and checked out?
Be really honest here. It’s super easy to laugh off questions such as this with, of course, I am, but are your daily focus and actions in business in alignment with the above? If not, you’re not giving 100% to your business and, like a child, it deserves kindness, encouragement and your attention.
What can you do?
Develop a three-year vision and quarterly bold goals.
With your vision, get really clear on where you want to be at the end of each of the three years. Write down all of the points, for example: revenue of $500,000 by end of year one, five new stores at the end of year two. List every goal for each year.
For the current year break down your vision into bold goals for each quarter. Bold goals are simply goals that stretch you beyond where you are now; they are uncomfortable but do-able.
Don’t stop with the list, what needs to happen for each goal to be reached? A bold gold is really a project and has tasks that need to be completed to reach that goal. Write down each task.
Now you’ve determined exactly which tasks you need to be working on each quarter to achieve those bold goals, get to it! Crossing those tasks off your list should be your primary focus each and every day. This laser focus will take your business to new heights; I dare you to try it.
What will you achieve by September 30th?
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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What’s Next
June 2, 2011
By Alycia Edgar, Coastal Accounting Services
A colleague recently commented that as great as I am at celebrating hitting milestones – or reaching goals – I always ask, “What’s next?”
You see, I’m not willing to settle for the status quo – and nor should anyone. I don’t like to be in the comfortable zone for too long. For me, that means I’m not improving.
Let’s face it, when you’ve had a hard journey and you get to your destination, it’s fabulous, a load has lifted and you can relax. But stay there for too long and that relaxation grows to complacency. Hogwash you say; you’re just taking a breather. You’re deluding yourself. That breather can last for one month, one year, maybe two, before you wake up and wonder where did those two years go or why has my business stagnated?
You can’t rest. I’m not saying you can’t take time off – we all need to recuperate. This is different; this is about drive and striving for continuous improvement. Unless you keep the momentum in your drive, you will stagnate and pay the price, possibly two years later!
So what’s next for you? What goal will you pursue now? Be bold, makes goals that really stretch you. Be courageous, buck the trend, get out there and do it!
Is it hard? Absolutely! But what fun would life be if it wasn’t hard? Once the hard work has been done, you can then see the rewards of all that effort come to fruition.
Say NO to being complacent. Push yourself to achieve what you have been put on this earth to do. Have NO REGRETS. Keep striving. You are supported. But only you can strive and make change; no one else can do that for you.
And remember this – when you achieve something in life or business, that’s fantastic, celebrate, but please don’t stop there. There is so much more we are all capable of. So much that you don’t even realise, but it’s there in all of us. Have faith in your ability to achieve great things. You can and you will; you just need to keep striving. If you are struggling to keep that momentum and believe in your abilities, get help; find that someone for you who always asks, “What’s next?”
Tell me what’s your latest achievement. What’s next?
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Alycia Edgar - Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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Can you care too much about clients?
May 5, 2011
By Alycia Edgar, Coastal Accounting Services
What advice would you give a friend who is so wrapped in someone they haven’t noticed the other person doesn’t feel the same? You’d tell them to take a step back, put themselves first and let the other one come to their senses, right?
Well the same goes for business. I know I care more than the average service provider about my clients – and most of my clients work with me for that reason. But there’s the odd occasion where I care too much for them, if you know what I mean?
You might be thinking this scenario sounds a little bit odd, but depending on the profession you’re in or the service you provide, there are times when you discover something that should be of interest to your client, but they just don’t want to hear it. For me that has been quite a hard lesson to learn. Sometimes you need to be able to step back, realising that perhaps, as a service provider, even though you’re supplying the best information to the client, it’s just that the client is not in the right place to hear it.
Whether they’ve got their head in the sand when it comes to their business or they’re focused on other more exciting things; or their care factor being low due to their business diminishing, or doing it too long and they’ve lost their drive, there are various factors that come into it. These factors are not your doing, but can affect the relationship you have with that client.
When you are a caring service provider it can be really hard when you’re trying to tell your clients what you believe they need to hear, but they don’t want to listen. It can be heartbreaking because you are passionate about what you do, and really care that your clients thrive. But sometimes you just need to walk away. Down the track, perhaps, there will be a time where they are willing to hear it, but sometimes that chance may never arrive and you just have to accept that and move on.
If this does happen, accept that you can’t help your client at that point in time, as hard as it may be for you. You’ve just got to let it go – and maybe even let them go as a client – because you know you can’t help them.
When you really care about your clients and they don’t care, how do you deal with that? What do you do?
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Alycia Edgar - Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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