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Q&A with Jennifer McCay

Learn more about Jennifer McCay in this interview Q&A session.

Q. How did you come to be a Small Business Marketing Expert? A. If you'd asked me where I'd be in a decade back when I started my first-ever marketing job, I doubt I'd have said that I would end up as a mentor and coach helping thousands of consultants, coaches and other solo professionals and small businesses make more money and achieve the kind of lifestyle they dreamed of when they went out on their own. Here's my story: I started out working in advertising because I was a good writer, desperate for a paycheck in a new city in a new country. (I'd just moved to Hamburg, Germany, and I needed a job to be able to get a visa to stay there, much less pay the rent!) I just wanted to write professionally at the time, regardless of for what or whom. So I found a job as a copywriter in a big ad agency and thought I'd be set. Turns out that I was all wrong, though. Copywriting isn't just about writing. It's marketing with words. And to be able to sell people products/services with your words, you actually have to know TONS about sales psychology -- about what motivates people to buy.
		Jennifer McCay Author of The High- Concept Brand Bible™ Contributing Author to From Inspiration to Realization, Vol. III

And it seems that at first, I was a lousy copywriter. Didn't have the first clue how to make anything sound like it's worth buying. So I dug down deep and ended up reading every last marketing and copywriting book I could get my hands on -- probably several dozen right at first, with literally dozens more a year thereafter -- and learned how to persuade people with words. Thank goodness for the master copywriters and marketers willing to share their secrets!

That research and lots of hard work did the trick. I got good enough at copywriting to move up the corporate ladder pretty quickly -- so quickly, in fact, that I decided it was time to make my move to freelance copywriting. I wanted that "free, easy" freelance life I saw others enjoying, and I wanted it now.

But when I went out on my own, I was in for the shock of my life. It wasn't as easy as it looked from the outside to succeed with a small business. (No kidding!)

I had plenty of work to do, but never enough to feel comfortable or be able to plan ahead. And I had so few clients that had my #1 client chosen another copywriter over me, within 2 months I'd have been unable to pay the rent!

So as much as I hate to admit it, I gave up on self-employment, got another job (this time higher up on the corporate totem pole) and discovered that not only did I love copywriting -- I also loved developing marketing strategies for my clients like Sony Europe and Adobe that made them even more successful brands than they already were.

And what was just as rewarding to me as the marketing skills I got to use and test out on these big-name brands was mentoring my team members. As an ad agency creative director, I built a team of dedicated marketing professionals from the ground up, often training new hires from scratch on marketing techniques, branding strategy and the art of persuasive writing to sell. During this time, I also realized that my ultimate dream was to help others with their marketing as a self-employed professional, but how?

My "a-ha" moment

One day I woke up and had a revelation. I'd gone about my small business all wrong the first time. If I was going to make a go of this, I'd have to do things differently.

I realized that I never had treated my own small business like I treated my clients' big businesses. THAT'S why I failed and ultimately had to run back to the security of full-time work.

And this time I was determined not to make the same mistakes. So I mapped out how I would treat my small business as if it were one of my clients'.

As a small business owner, I certainly wouldn't have a multimillion dollar budget or the need for as many "fancy" marketing ideas. But I certainly knew plenty of simple strategies that worked for my clients that easily translated to promoting my small shop. And what worked for me would work for many other small business owners!

That's when I developed my High-Concept Branding™ and Organic Marketing Cycle™ strategies -- the guiding principles I use to help small businesses like yours attract more clients and turn into a brand-name success.

When I left the world of advertising to launch Avenue East back in 2005, I was determined to help other solo professionals and small business owners who had the same struggles I had my first time around in the world of self-employment. Since then, I've had the pleasure of mentoring thousands of independent professionals -- consultants, coaches, creative pros, you name it -- and am proud to say that I have helped them achieve success using the same principles that I learned working down in the trenches for big-name clients.

Q. Why did you choose to work with solo professionals and small business owners?

A. For starters, I'd been there myself already, so I knew the challenges of small business marketing all too well. And though of course I've developed a repertoire of effective techniques and strategies over time that work well at growing my own business, I still face the usual small business challenges myself. Plus, I work hands-on with my clients on a regular basis on their own marketing, so I'm able to tell my clients what's worked for me and my other clients based on first-hand experience. I'm not one of those so-called "experts" who's never practiced what she preaches.

Secondly, I grew up in an entrepreneurial family, with both parents running their own small shops. From a very young age, I witnessed the benefits of the self-employed lifestyle from a young age, and it stuck. Plus, I rather like feeling like I'm in charge of my own financial destiny, and I love being able to help others do the same! My personal dream is to help as many solo professionals and small business owners as possible to achieve their goals, and I'm lucky enough to do so for a living.

Q. Who do you work with?

A. I specialize in helping the decision-makers at small shops -- which typically mean solo entrepreneurs and very small businesses. Just some of the types of self-employed professionals I have helped include:

• life coaches
• creative professionals
• specialty marketing firms
• artists and illustrators
• sports/nutrition coaches
• graphic designers
• web designers
• human resource consultants
• copywriters
• marketing pros
• insurance agents
• architects
• trainers
• software experts
• consultants
• financial advisors
• attorneys
• editors
• computer pros
• professional organizers
• nutritionists
• personal trainers
• interior designers
• CPAs

In essence, I specialize in helping anyone who runs a service-based small business.

In case you don't see your particular industry represented above, that doesn't mean that I can't help you. First of all, promoting a business works in very much the same way across many, many different industries.

Secondly, if you're like most of my clients, you have plenty of expertise on the ins and outs of your industry already, so you bring knowledge to the table that will help us determine just the right approach for you. And of course I always spend time getting to know my clients' industries better so that I can better help them.

But perhaps the most powerful thing I should mention is this: It's highly unlikely that your colleagues in your field are using anything like the marketing tactics I will be teaching you, so you'll find that your newfound marketing skills knock the socks off your competition and win over many more of your prospects!

Q. Who don't you work with?

A. I am committed 110% to helping my clients make huge breakthroughs in their businesses by taking simple, strategically sound steps in the right marketing direction. Because of this, I only work with people who are highly motivated and willing to take action now. From leading teams, I discovered that there's only so much an outside person can do to motivate someone else. You have to want to succeed. I can't do it for you (though that would be pretty amazing, wouldn't it!). Having said all that, I work hard to ensure that you get all the encouragement and knowledge you need to take the appropriate actions every step of the way.

I should also note that if you're not already making some money with your business, you're likely not ready to get started working with me yet. It would be a waste of your time and money if you either aren't ready to take the steps you need to succeed or you're not in a position to be able to spend small amounts in order to achieve greater gains.

If you aren't yet making enough money with your business to live off:

• You might want to consider getting a part-time job to cover your basic expenses while pursuing your dream. I don't say this lightly, but just by taking some financial pressure off yourself, you will free up plenty of energy to devote to marketing your small business and seeing it grow!

• Likewise, I recommend that you sign up for my FREE newsletter and get tips on how to grow your business.

• Soon I will also be offering a monthly coaching membership program that will allow you to access our resources and my one-on-one advice on your pressing problems on a members-only site that will be priced for those who cannot afford my personal coaching attention or want to supplement it with our online resources. You'll get all the details as a subscriber to my Avenues to Marketing Success Newsletter as soon as they're available.

When you're ready to move forward, I'll be here and will happily help you as your Coach and Small Business Success Mentor.

Ready to get started working with me to grow your business? Simply e-mail or call +1.877.570.0254 (toll-free) now.

Q. How can you help me grow my business?

A. With my help as your personal Small Business Success Coach, you can expect to:

• Ensure that your business stands out from your competition so that clients seek YOU out!
• Stop procrastinating and achieve your profit goals. You can set even higher goals for the next quarter!
• Be able to charge what you're really worth
• Learn how to package your services and products so that you make more money, while working less
• Stop settling for mediocre clients and reach the prospects who are ideal for you
• Discover how to manage your time so that you can work less and make more money!
• Learn my simple, effective strategies that will help you pick up higher-paying clients that require far less stress -- and less work!
• Leverage your expertise to make more money without trading as many hours for dollars
• Stop sweating the small stuff and put an end to the anxiety or frustration you've been experiencing! In these programs you'll learn how to focus on what truly matters in your business days (and no more nights, unless that's when you want to work!)
• Create a practical blueprint that maps out how you market your business easily and effectively
• Get more comfortable with your marketing efforts
• Use proven marketing tactics that net you more business with less effort
• Position yourself as an expert in your field who others look up to and your prospects desperately want to do business with
• Get more exposure for your business
• Set up marketing systems that work even while you sleep
• Work more efficiently with your clients so that you have more time to yourself
• Set the office hours you really want instead of working around the clock at your clients' beck and call
• Discover the best ways to get more work from your best clients and "upgrade" your client base every year!

In essence, you'll be turning your so-so business into a truly successful, remarkable enterprise that makes more money wisely!

Q. Why should clients choose you as their Small Business Marketing Mentor?

A. If the list of what you will accomplish with my coaching help isn't enough to convince you, I think you'll find that my passion for helping small business owners like you will help keep you focused on achieving more and making more money while working less. My goal is to empower you to reach your goals!

Secondly, because I only work with solo pros and owners of very small businesses, I offer you laser-focused marketing advice that is geared specifically to what you need that works within your budget and lifestyle/work style. However, I have extensive experience helping all sizes of businesses, which allows me to bring innovative ideas to clients like you that most small businesses haven't tried, but that really work, even within a small business budget!

Q. Is there a specific marketing strategy you use to help your clients?

A. Yes, I have developed a proprietary system that helps my clients attract new clients left and right, which I refer to as the Organic Marketing Cycle™. I help my clients work through the stages in the cycle step by step so that they make the most from every one of their marketing efforts. We small business owners don't have time to do things twice, after all.

Here's the basic outline of the Organic Marketing Cycle™ and a brief glimpse of just some of what you'll learn when we work together:

STEP #1
Find your focus. Develop your brand.
My background is in brand marketing, and I will help you develop a powerful branding strategy that homes in on your exact strengths and what you offer your prospects that no one else can. (I've written an entire book on my small business branding techniques called The High-Concept Brand Bible™. Find out more here.) This is the first, most important thing you can do to ensure that your prospects see you as the best and ONLY solution to their pressing problems.

STEP #2
Tailor your products/services to what your prospects actually need and desire.
We will work together to determine what your ideal clients really, truly need from you in the way of services/products and then develop ways for you to provide those solutions more effectively and profitably to them. This is the key to selling more of your expertise to your clients while working less.

STEP #3
Make contact.
Next, we will work together to ensure that you reach out to your prospects in the most effective way.

STEP #4
Let your prospects get to know you/your business.
Closely related to step #3, this step is a must if you want to develop long-term relationships with your clients, which is the best way to guarantee you'll have plenty of business not just now, but for many years to come!

STEP #5
Make the deal.
So many solo pros struggle with this one. Together you and I will discuss ways for you to handle the deal-making process as painlessly and effortlessly as possible so that you hear lots more YESes in coming months.

STEP #6
(Over)deliver the goods.
If you want to "wow" your clients and keep them coming back again and again, you need to overdeliver. I will help you come up with your own "overdelivery tools" based on tried-and-true techniques that don't cost much time or money, but will thrill your clients to no end.

STEP #7
Follow up. Follow up. Follow up.
It's not enough to make one sale if you want to grow your business. I will help you develop a follow-up marketing system that works for you to reel in more clients more easily over the long haul.

These 7 key steps are the essence of my small business coaching approach -- and they're what will turn your small business into a profitable powerhouse that works for you and your lifestyle instead of keeping you slaving away to keep too few clients happy.

And naturally, though these are the basics, I will teach you literally hundreds more strategies and tactics that will help you achieve your small business goals. I want you to succeed!

Q. What can I do to ensure that I make the most of our coaching time?

A. After each call, you will have several action steps to complete in order to prepare for our next session. This might be anything from research to completing a marketing assignment, and we will always tailor this work to your specific workload and set of needs to make sure your tasks are manageable. The best way to ensure that you get results from our sessions is to do the work we agree on together during our calls.

Also, make sure not to miss many sessions or let your day-to-day work get in the way of growing your business. I'll be helping you with that as needed, but staying on track of things as you go is a key way you'll get results.

And make sure that you have the right attitude going in. It's always tough to learn new things, and I know this all too well from first-hand experience. But if you're open to learning and growing, you'll start seeing success right away.

Q. How do your coaching programs work?

A. I currently offer 3 different options to clients, with a fourth option on the way. The one that is right for you will depend on your needs and how quickly you want to achieve dramatic results.

If you're interested in discussing either of the above coaching options and want to learn more about how we can work together, simply contact my office at 877.570.0254 (toll-free) or e-mail my office to set up a brief FREE telephone consultation in which you and I will get acquainted and determine whether we are a good match for each other.

Need help to determine which coaching option is right for you?

Contact my offfice and set up your appointment for a free, no-obligation 10-minute consultation. Simply e-mail or call +1.877.570.0254 (toll-free) to get started.

Q. How can I get started?

A. Simply contact my office by phone at +1.877.570.0254 (toll-free) or e-mail us.

Q. How can I pay for coaching?

A. We accept major credit cards, as well as checks. Please keep in mind that checks must clear the bank before coaching begins. We can set up installment payments for you as well. For more information, simply e-mail or call my office at +1.877.570.0254 (toll-free) now.

Q. If I'd like to sample your coaching style prior to setting up a longer term coaching relationship, what can I do?

A. You are welcome to listen in on an upcoming teleseminar that I give (current newsletter will mention any scheduled teleseminars), or you can book a 45-minute Brain Boost session to get a better idea of my coaching style.

Q. How much time will I need to work on my business in order to get maximum results?

A. no focus on qunatity, but QUALITY, so concerted effort even for small amounts of time will achieve results, and the more time you devote at first, the more you'll achieve ... but over the long haul, the systems you put in place iwht my coaching will ensure that you work far less to promote your business and make more money doing it.

Q. How do I know if my business can benefit from your coaching?

A. Let me ask you this:

Are you ready for this to be your best year yet?

Are you ready to finally see the kinds of profits you've always dreamed of?

Would you like to break through the six-figure barrier (or achieve multiple six figures)?

If you had the opportunity to learn ways of promoting yourself that you feel perfectly comfortable with that attract many more clients, would you take it?

You have the chance to make all these things happen, and I can help you get there if you're ready.

Q. I still have a couple questions. How can I get the answers I need?

A. Simple! Just call my office at +1.877.570.0254 (toll-free) or send us an e-mail now.

Q. When you're not coaching or speaking, what do you like to do?

A. After spending the last several years in major cities on two continents and moving to New York City last year, I recently moved about 8 minutes away from New York City to a quiet suburb with my husband Joe and my two spunky, very spoiled cats, Lulu and Pablo. Spending time with them always comes first, and I'm expecting my first child in fall 2007, so he'll of course become priority #1 as soon as he arrives.

I love to travel and have spent several years living, working and traveling around Europe and the U.S. We spend as much time discovering new cities and cultures as possible. And I'm a health and fitness nut as well, so you'll often catch me working out after regular office hours.

And because I love what I do, I spend lots of my non-coaching time learning about new marketing techniques so that I can help my clients even more effectively!