Virtually There: Developing a Thriving, Profitable and Virtual Organizing Business

About Kathy Paauwerfully Organized – 1995 Certified Professional Coach -- 1999 National Association of Professional Organizers: NAPO Conference Program Committee NAPO Education Taskforce NAPO Golden Circle Continuing Education Committee NAPO Certification Committee Certified Professional Organizer (CPO) - 2007

Six modules over six months PowerPoint slides Please do not share course materials Documents & templates – permission to edit Bronze level – new module available at start of each month Silver and Gold level – weekly group coaching calls for six months (begins as outlined on my website) Gold level – private coaching and email support (start any time) Bronze & Silver can upgrade to Silver or Gold levels

Getting Clear About What You Do

Getting Clear About What You Do Niche Core deliverable Choice clients How you deliver your expertise What you call yourself

Your Niche Niche: your core deliverable + what your clients want and need A small but specific and well-defined segment of the population that shares common needs & demographics “From a traditional business perspective, it is 90-95% more lucrative to niche than to not niche.” --Denise Corcoran

Benefits of Having a Niche You’ll become an expert fast. Being an expert helps you feel more confident. You can charge more as a specialist. Going narrow and deep helps you to focus your spending. When you market to a narrow audience, others will still learn about you. You’ll get a lot more focused. You can serve more than one choice client with a niche. You’ll side-step your competition by being special.

Your Core Deliverable The heart of what you do Overall result that your client experiences Common thread running through your services  

Getting to the Core What is the CORE of what I deliver to my clients? So what? So that they can ____. EXAMPLE: I help people declutter their schedules, spaces & minds. So what? So they can focus on what’s most important. So what? So they can experience peace, joy and fulfillment.

Getting to the Core When you identify what is at the core for your clients, the cost of getting assistance to resolve the issue becomes less important.

How Do You Deliver It? Virtual Presentations: webinars, CDs, podcasts Live Presentations: workshops, seminars, lectures, Lunch & Learn Coaching: group or individual by phone, email Consulting: one-on-one, group – in person, by phone Publications: books, eBooks, eWorkbooks, reports, templates, forms, planners, checklists, blogs Other?

Your Choice Client (not Target Market) A choice client is who you choose as the focus of your marketing. Your choice client is not necessarily the only type of person you will work with. Your choice client is the only type of person you will spend your marketing time, energy and money attracting to your business.

Your Choice Client You can't be all things to all people. The more specific you are in your choice client definition, the more powerful your marketing message becomes. If you market to everyone, you market to no one.

How to Identify Your Choice Client Demographics Problems Symptoms Values Benefits to the Client

Kathy’s Choice Clients Demographics: Self-employed or independent professional Make their own decisions Medical professionals Speak English Disposable income

Kathy’s Choice Clients Problems: Paper & electronic information Finding things Remembering important follow-up Wasted time and money Missed opportunities Not enough time for family and self-care

Kathy’s Choice Clients Symptoms: Stressed Unbalanced Overwhelmed Ashamed Disconnected Unhealthy

Kathy’s Choice Clients Values: Peace / harmony Life balance Control Accountable / trust Connection Healthy

Kathy’s Choice Clients Benefits to the Client: Increased productivity Decreased stress Save money & time Focused on priorities Feel more fulfilled & at peace

Kathy’s Choice Clients Symptoms: Stressed Unbalanced Overwhelmed Ashamed Disconnected Unhealthy Values: Peace / harmony Life balance Control Accountable/trustworthy Connection Healthy

Benefits of Identifying Your Choice Clients Gives you focus Tells you where to market—save time/money Helps you become an expert Helps you create name recognition          Makes marketing manageable Makes it easy to write copy Creates unlimited opportunities for you Makes it easier to repurpose materials

One Core Deliverable & Many Choice Clients

Narrow and Deep Narrow: Deep: Write one article a month on different variations of a theme. Deep: Include articles in emails to prospects (keep-in-touch) Post blogs on website Send blogs to other websites Submit the articles to print magazines Design a presentation around topic of articles – speak to a group representing choice clients Offer same presentation as a free webinar or workshop (promote this in articles) – lead magnet

Professional Organizer Productivity Consultant Productivity Coach Productivity Specialist Other?

someone who helps you accomplish your work and enjoy your life. Professional Organizer: someone who helps individuals and businesses design systems and processes using organizing principles and transferring skills. --Wikipedia Productivity Consultant: someone who helps you accomplish your work and enjoy your life. --Barbara Hemphill

Monthly Homework Assignments Deepen your learning The more you put into it, the more you will get out of it. Focus on improving by 1% a day.

Homework – Module 1 Ideal Client Career Marketing Survey Core Deliverable Circle Notes from “Growing Your Business” Module 1 Homework