Linda McHenry

Category: Mentoring & Coaching

  • 4 Tips for Marketing Yourself … Successfully

    4 Tips for Marketing Yourself … Successfully

    Everyone wants to be successful–that’s why marketing yourself is so important. We also want to make money, be recognized and liked, and sell a lot of whatever it is we’re selling–even if it’s just our good reputation.

    Unfortunately, some of us jump right into marketing without doing our homework. That can lead us to achieve results that are 180 degrees from where we want them to be. Here are a few tips I’ve learned over the years as an insurance agent, public speaker, and professional writer.

    Tip #1: Know and Understand What Marketing Yourself Is … and Is Not

    Marketing is selling and promoting products and services in a market. It’s a process that includes a number of different functions, including but not limited to conducting research, networking, and advertising.

    Social media has made the advertising piece of the puzzle [seemingly] easy. We post on our Facebook timelines, Twitter feeds, and Instagram stories frequently because doing so is easy and fast. Some people, though, overdo it.

    I know that. And so do you.

    Remember, social media is only a very small piece of the marketing pie. If you turn people off with the first bite, they’re not coming back for seconds.

    Example: I’ll bet you’ve hidden people for 30 days from your own Facebook timeline or unfollowed people because they’re constantly bombarding you with their messages. Messages that don’t change–unless you’re counting the modifications to the color scheme or swapping of images in the Canva design. Ever wonder how many people have hidden YOU from their timelines for 30 days?

    Tip #2: It’s all about Your Audience

    Take it from me, people don’t want to be sold. They want to buy. They don’t want to be told what’s good, they want to figure it out for themselves. They especially want to matter to the person who attempts to persuade them what’s good and why they should buy it.

    When you’re marketing yourself, your mission isn’t selling. Your mission is appealing to your audience. It’s matchmaking. Specifically, matching your product or service to an audience member who needs or wants what you’re offering.

    Don’t advertise how great your insurance product is or what a satisfying read your book is. Why? Because that’s what everyone else is doing. Everyone else is talking and people are sick of hearing blah, blah, blah.

    Conduct your research, figure out who wants what you’re selling, and then show those people they matter to you, you care about them, and whatever it is you do will benefit them. Behave in a way that SHOWS them you care. Words are cheap. Actions speak louder. (Pardon the cliches, but they’re true!)

    Sales and marketing is NOT about you. Sales and marketing is about them. And until you put your audience first, you’re going to lose more of those potential clients/customers than you’ll gain.

    Tip #3: Read Dale Carnegie’s “How to Win Friends and Influence People”

    I read this book at least once a year.

    Why? you might be wondering. That book was written in the 1930s and is outdated, you might be thinking.

    Wrong!

    People are the same now as they were then. They might dress differently and have more electronic devices now, but inside they have the same needs and yearnings. Carnegie says there are six ways we can make people like us instantly–and he explains what they are in his book.

    One of those ways is to Always make the other person feel important.

    Why do you think that is? Because feeling important to other people is believed to be the most primal urge in human nature.

    People won’t like you, trust you, buy from you, or pay any attention to you if they aren’t convinced you think they’re important. And don’t kid yourself, people’s instincts are often spot on when it comes to recognizing authenticity, or its lack.

    Tip #4: Be Generous

    Generosity is giving, and giving in a large way. It’s giving with kindness, for the pure joy of making the gift and not expecting or asking for anything in return. Generosity is unselfish and seeks to provide a benefit for someone else and not oneself.

    If, in your marketing, you focus on how you can benefit personally from speaking publicly, or sitting on a panel, or volunteering your time–you’re not really being generous. The focus on you offsets the generosity.

    Instead, if you realize that by being generous and freely offering your time, expertise, or advice without asking for a direct, one-on-one return, that generosity will communicate its true authenticity. Generosity also focuses on the other person.

    I’m not saying to give away the store for free. But I am suggesting you give away pieces of it, judiciously, knowing that by doing so you will (in the long run) benefit tremendously from that generosity. This is the best way to accomplish your goals.

    Conclusion about Marketing Yourself

    Do your research. Understand your audience. And provide what your audience wants–not what you decide your audience needs.

    For more information about marketing yourself and other similar subjects, check out How to Win Friends and Influence People, or any of the many books written by Jeffrey Gitomer, or my book, Taking the Mystery out of Business. You can also watch a recording of my live web class, Marketing Tips for Beginners, on my YouTube channel.

  • Helping Others Helps Yourself

    Helping Others Helps Yourself

    In today’s society, all kinds of crazy things are going on. Instead of isolating ourselves and waiting for Armageddon, we should be pulling together and taking advantage of every positive aspect of our existence. It troubles me that so many of us are unaware that reaching out and helping others helps yourself.

    Today, my job is to enlighten you about how this process can turn around your level of satisfaction and success. I’m focusing on writers and the writer’s life but my advice applies equally to writers, insurance professionals, and everyone else. View my examples as metaphors and then apply them to your own circumstances.

    Let Me Start by Pouring the Foundation:

    • Do unto others.
    • Pay it forward.
    • Help the less fortunate.
    • Volunteer.
    • Do no harm.

    We’ve all heard these and other catchphrases urging us to be a better person. And you know what? They all focus on other people instead of ourselves!

    Frankly, they turn a lot of people off. Why? Because a person’s first reaction is to think that if you’re working on yourself or your writing or anything else that relates to you, why go off-topic and switch the subject from Me to Someone Else?

    Let’s Adjust the Focus as we Begin Building the House:

    When a car drives into a tree, the crash is the direct cause of damage to the car. And the tree. And, more importantly, injury to the driver. The indirect cause of the damage and injury is the dog who ran into the road. Why? Because the dog prompted the driver to yank the wheel and barrel into the tree.

    Life is filled with both direct and indirect causes of loss … and benefits.

    In the publishing world, writers often view their successes based on:

    • How well they know their craft.
    • How accomplished they are at writing proposals, synopses, and queries.
    • How adept they are at gaining the [positive] attention of agents and editors.
    • How many books they sell.

    They sit at their desks, immersed in tunnel vision, only thinking about themselves: Their work in progress. Their editing. Their rewrites. Their deadlines. Their submissions. Their rejections. In short, all the steps they need to follow to achieve their own, personal goals.

    Focusing inward is essential when you’re a writer. The actual writing is, for most of us, a solitary undertaking. Even for those who work with critique partners, beta readers, and mentors, it doesn’t take a village when putting words on paper (or the computer screen).

    However, all goals require a path to follow, and all paths run in two directions–two opposite directions. If focusing inward is heading North, then focusing outward is South. If you’re North, then everyone else is South.

    Understanding the Value of a Sturdy Roof

    None of us enjoys a leaky roof. Drip … drip … drip … will drive you crazy in about thirty seconds. Not to mention the damage that can result from inattention over time.

    You absolutely MUST build a strong roof, nurture and care for it, and update it when necessary. Think of other people as the roof to your personal house. (Pssst: helping others helps yourself.)

    As writers, when we comply with requests from newbies who ask us for advice and insights, we spend X hours of our own precious time educating them without receiving a direct benefit. One perspective is: the newbie doesn’t have publishing contacts. Another way of looking at it is: the newbie doesn’t know as much as we do about craft. Still another viewpoint is: the newbie doesn’t have anything to impart that we really need. Yada yada yada.

    Another perspective is recognizing that each time we share what we know, we’re reinforcing it in our own minds. Each time we explain an element of our craft or the publishing industry, we’re reminding ourselves of something. Often, it’s something we may not have thought about for a while, something we can’t afford to forget. And each time we read or critique someone else’s work, we strengthen our own innate talents and perceptions. Helping others really does help yourself.

    The Artistry of Finish Work

    I don’t know Jane Friedman–I’ve never met her. I don’t know anyone else who knows her–but I’m familiar with her reputation in the publishing world. Between the information she provides on her website and the bazillions of online articles she’s penned and been the subject of, she embodies “helping others helps yourself.”

    Here’s one article on her website about using beta readers that proves my point. The article is written by another person, but it’s on Jane’s website. You can spend all day reading the resources Jane provides on her website without spending a dime. At the same time, you’ll enrich yourself immeasurably.

    My Personal Home

    When I moved to Montana from Massachusetts, the only person I knew in Big Sky Country was my realtor. Nine months later, my circle of acquaintances and friends had expanded. It included about a dozen neighbors and thirty co-workers at the insurance agency where I was employed.

    After I quit my job and established my second insurance agency, I followed my own advice about helping others to help myself. What did I do? I reached out to loan officers, car dealerships, the Chamber of Commerce, and local businesses, etc. I offered my time, knowledge, and expertise. Volunteering on the city’s DUI Task Force was way outside my comfort level; however, it wound up giving me tremendous satisfaction. And and community exposure. Using my sales and marketing experience, I approached the University of Montana’s School of Business Administration with an idea. The Director loved it and, together, we established a networking program that matched graduating college seniors with local businesses looking for interns and new employees. I performed other great and wonderful feats, but I’m guessing you get the picture…

    Decorating Help

    Now, I must admit, I did ask for one small thing in return for the time I offered without compensation. I asked my newfound friends and associates:

    “If you benefit from your interactions with me, would you be kind enough to share your opinion of me–and the fact that I own an insurance agency and am trying to build a new business?”

    That was it. That’s all it took. Sure, I worked hard. But other people–those I helped–worked with me and for me. They actually helped me grow my business and become a more satisfied, successful insurance professional.

    The Open House: Helping Others

    As a writer, I have always followed the same path. I’ve served on the board of several writer’s organizations. I’ve judged hundreds of entries in countless writer’s contests over the years. In one of the writer’s organizations of which I was a member, I created a program called Craft Chat. In each virtual monthly meeting, another published writer and I chatted with unpublished members. We answered their questions about the craft of writing served as a resource.

    They helped me by introducing me to new perspectives, sharing innovative ideas, and enforcing what I already knew,. They also taught me about subjects that never even blipped on my radar.

    Helping others helps yourself. Feel free to reach out to me anytime!

  • Do Lies Come in Different Colors?

    Do Lies Come in Different Colors?

    Today’s burning question is: Do lies come in different colors?

    I discussed this topic in a recent insurance ethics seminar I taught and I’m curious about your opinion. Some of my students indicated white lies are okay and other types of lies are not. What do YOU think?

    Why do we Lie?

    I didn’t know lies came in assorted colors so I asked my students, “What’s the difference between a white lie, a red lie, and a purple lie?”

    A white lie, my students said, is a lie that spares another person’s feelings or doesn’t hurt someone else. That got me thinking about other people’s feelings.

    How can we predict with any accuracy how another person truly feels? Why should we modify our opinions based on our perception of what another person’s feelings might be? Are we truly responsible for how another person feels and responds to the truth?

    Keep in mind that our opinion isn’t necessarily the truth–it’s our belief or perspective. In fact, our opinion often changes over time.

    Sometimes, when people ask us a question, they’re asking for an opinion, not a fact: Do I look fat in this dress?

    There’s no truthful answer to this question because no universal, factual response exists. I may think the dress suits you perfectly and Edna may disagree. If Edna decides to tell a white lie and say No, honey, you look great and save your feelings, she’s not telling HER truth.

    Later on in the evening, after you decided to go to a party wearing the dress Edna likes, what if someone else tells you the dress is too tight and you should have chosen something else to wear? Might Edna’s words still hurt when you realize she told a white lie? Might Edna have spared your feelings by telling HER truth in a mindful manner? Personally, honey, your red dress is the most flattering dress you own. If I were you, I’d wear that instead.

    At other times, when people ask us a question, they want a factual response. Why didn’t you answer the phone last night? There IS a truthful answer to this question. Maybe I didn’t hear the phone ring. If that’s the case, saying so would be a truthful response. But what if I didn’t hear the phone ring because the battery died, I turned the phone off when I got home to avoid your call, or I left it at home when I rented a motel room to fool around with your spouse?

    Not providing the entire truth might be misleading … and an outright lie.

    Do the Colors of Lies Matter?

    But when might it be a “white” lie? If the phone’s battery died and I chose not to charge it because I wanted silence, not providing that information might be considered a white lie. In the other two scenarios, not telling the truth is an outright lie. What color lie would it be? Red, purple, blue?

    Let’s face it, a lie is meant to deceive. When we lie, we distort the truth to protect ourselves, not to spare other people’s feelings.

    It’s easier to tell a white lie and say either “yes” or “no” than produce one or two complete sentences that convey how we truly feel … while also considering the other person’s feelings. It’s also easier to tell other types of lies to prevent the fallout from sharing the truth, whether it’s OUR truth or THE truth.

    In closing, let me share the universal meaning of some colors in the rainbow:

    • Red is the color of passion and energy. It’s also a sign of danger or warning.
    • Yellow is the color of happiness and optimism, however, it’s also a sign of cowardice.
    • Green is the color of nature, harmony, and health and is universally associated with envy.
    • Purple is the color of royalty, spirituality, and imagination. It’s also connected with immaturity and sensitivity.
    • White is the color of purity and innocence, yet it can be indicative of coldness, emptiness, or distance.

    When we lie, even when telling white lies, we do so primarily because of our OWN feelings. Feelings that usually represent the flip side of what is good and positive. So yes, I guess lies do come in different colors.

  • How to Earn Customer Loyalty

    How to Earn Customer Loyalty

    Regardless of what business you’re in–whether you write and sell insurance or novels–customers are only going to buy you and your product if you earn their loyalty. No one is automatically entitled to trust.

    How can you earn trust and loyalty?

    • Be authentic and sincere. If you’re a vegan selling Angus beef, that fundamental contradiction is apparent–if only in a funny feeling prospective customers sense.
    • Be open and honest. The popular word these days is “transparent.” And it’s appropriate. You don’t want people to lie to you, be deceptive, or withhold important information. So, don’t lie to, deceive, or withhold from others. The imbalance of treating people in a way you won’t tolerate being treated is going to topple you eventually.
    • Understand people. Do you know how your customers communicate? Would they prefer a phone call, a text, or an email? What do they believe? What do they want? What do they NEED? What do they consider important? If you don’t know the answers to these questions, how can you possibly give them what they want and need … or what they value?

    The most important things to remember about people are that they want you to:

    • View them as important
    • Care about them
    • Listen to them

    I talk about this subject in more detail in episode 14 of my podcast, Taking the Mystery out of Insurance. You can find it here.

    If you’d like to read more about the subject, check out Dale Carnegie’s book, How to Win Friends and Influence People or any of Jeffrey Gitomer’s sales books (gitomer.com).