EPISODE 8: NICOLE FLOTHE
Nicole is so passionate about who she helps that she will give away her services to help her customers. Check out how Ali and Nicole worked to refine her brand as well as support her in closing the sale (at full price).
THE BRAND SKINNY
1. HOW YOU CAN RELATE:
Sometimes the say “yes” approach will bring you into an evolution of your company. For Nicole, though, it just weighed down her brand with confusion about who she was and what she was doing.
Like everyone, Nicole did not want to be a slave to her business, She wanted to provide for her family and live a normal life.
2. THE DISCONNECT:
For Nicole the disconnect is her. She so wants to please and help out her clients that she does a disservice to herself and to them. By offering services that don’t accentuate her assets, discounting her fees to oblivion, and not using a structured approach- she was wearing herself out and destroying her brand at the same time.
3. THE BRAND STRATEGY:
There are not a lot of options for the local brick and mortar businesses outside of yelp and google ads. Nicole’s passion and offer is perfectly positioned. Plus her caring, listening nature is perfect for what her audience needs. These local businesses are overworked, stressed out, and just want to see their business increase. By offering a warm, friendly, local-centric space these businesses know they aren’t an afterthought. They are her only thought.
We took a multiplatform approach to Nicole’s brand. We worked together to find her true passion which is helping small local businesses create an online marketing presence and real world financial results.
By defining her audience and systematizing her process she can now duplicate her work at various price points based on her offer.
Create an online and offline approach
Systemize her process to maximize her offer
Use print collateral to support the sale
Design a professional esthetic that express confidence and professionalism as well as warmth
Design a content market strategy to all support her deliverables
4. EVERY ENTREPRENEUR'S LESSON:
When I found out that Nicole’s former career was as a nurse it explained everything to me. Her sentimental attachment to a business name that made no sense to what she did, who she was, and what she offered, and was hurting her business - her offering such low prices that she was actually paying her clients to allow her to work for them- this unsustainable desire of feeling bad if someone couldn’t afford (or said they couldn’t afford) her service- the plethora of offers, and the flip-flop back and forth- Nicole suffered from what many entrepreneurs do something I like to call “Sentimental Nonsense.”
This is where you as the entrepreneur are so attached to the story that you don’t realize that no one else cares.
Business names are a huge hang up here. Same holds true for Nicole. Her legal business name is JenStar Media. Her name is not Jen or Star and out of all of her offers, none of them were media.
“Sentimental Nonsense” may matter to you, but it kills your brand.
5. CONTENT MARKETING AND IMPRESSION MANAGEMENT:
Like everything with Nicole’s brand, we are taking an online and offline approach to her business. Utilizing her existing Heartbeat Magazine as a place to feature local businesses both near and far.
Besides the usual evergreen webinar training, vlog and what not- my suggestion is for Nicole to have some fun and remember that there are local business near and far that are still local businesses.