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Kirsty writes regularly here

Posts Tagged goal setting

Your Business, Your Target Market.

To be profitable in business it is imperative that your message reaches those that are most likely to want and need your service or product. Too often business owners make the mistake of not understanding what their potential buyers are thinking and who the major purchasers are. Kirsty O’Callaghan provides insight to reaching the right audience with the right message.

Firstly, research your target market and find out: what motivates them, what age bracket they are in, where do they live, what is their lifestyle, what specific problems can you solve for them and what benefits are you offering? You must decide who specifically you are trying to reach and who is the most profitable audience.  It has not been found to be effective or worthwhile to attempt to create a message and brand that will appeal to the masses.  It is better to narrow your market and niche your services for more success.

From your research, you will find it easier to identify what makes your service or brand unique and what is the single-minded thought or selling idea that will be bought to life by a persuasive headline. This will build a compelling reason for your potential customers to find out more about the service or product being offered to them. Your client must see your message as achievable, positive, and promising.

Then, to support the selling idea, design specific communication and marketing strategies to match the audience’s needs, wants and interests.  Consider: who are the buyers and users of your product (sometimes they can be different), where do they shop, where do they go for help or information, how many times do they need to see or hear your message or brand to decide to buy, and how can you appeal to your audience and engage with them?  To get the most response from your target audience you must get their attention, create interest and a desire for your service, then motivate them to action. Deciding if that action is purchase, enquiry, sample or brand awareness will make a difference to the message you are sending.

Finally make sure the way you communicate and market your product and business is harmonious across online and offline channels. Be specific, simple, on point and strategic.  Be creative yet stick to your marketing goals and budget, and keep evaluating your results and making changes where necessary.

Building relationships and your business to the level of success you are aiming for requires: a curiosity of how people think and act, accepting nothing at face value, looking at problems from different angles, putting yourself in your client’s shoes, constant research and learning, and an ability to plan and execute that plan.

Find the sweet spot where your potential clients are most likely to connect with you.  When a positive, memorable and meaningful connection is established between your brand and the consumer, then the business client relationship will be strong and sustainable.

Until next time, K 🙂

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The Confidence Rollercoaster!

I was talking to a friend and she said, “How can you be so confident all the time?  You are such a ‘go getter’. I wish I had more confidence and self-belief like you.”

This dialogue got me thinking, and this was my response:

My definition of self-belief, or self-esteem, and confidence are: liking and feeling good about me enough to know that I am doing the best I can; and if I am determined enough, and work hard enough, and I trust my abilities, then the right results in the right order will follow. 

My sense of confidence and esteem does change constantly depending on various factors, including my day to day mood, appearance, ability, others opinions or the situation. So, as you can see, it is not something that you begin to act like and then ‘voilà’ all is well!

I have found that regularly checking in on how I am feeling about myself leads to a direct reflection of how I perform and present myself to the world. If I need to adjust my thinking, eating, or doing, I am on it. I make sure that I am consciously making choices on how I want to be, rather than letting the ups and downs of emotions, events and energy levels take control of my decisions, moods and actions.

The main mistake I witness a lot of people make is relying on others expectations and opinions and daily performance statistics to dictate who they are and how good they are.

All things change, you live and learn, you make mistakes and you have wins. We all have ups and downs, good and bad days. This is no reflection on your worth, rather a testimony to you living life.

The best way to overcome the rollercoaster of self-doubt, highs and lows, and judgement of your abilities is to have a strong sense of self-value and self-respect. Take a pause and when you are feeling less confident and a bit shaky, check in with you, adjust and get back to doing the best you can do.

You will then move into a space of making productive choices rather than staying longer than you need to in less than comfortable situation, entertaining draining emotional turmoil, giving too much time to listening to your inner critical voice, or worse, heeding another person’s views, and entertaining self-sabotage behaviours.

Trust yourself, respect yourself, do the best you can in any given moment, and you will find the confidence and self-belief rollercoaster can become fun rather than terrifying.

Until next time, K 🙂

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Book Review: PUG (Philosophical Universal Guidance)

When Exisle Publishing asked me to review PUG I wondered whether it was a children’s book, a book for Pug owners (the dog breed) or, something else.

What I found was it was something else entirely!

The author (apparently, no ordinary Pug) hopes that through sharing his or her thoughts with the reader, they are inspired to be happier, more optimistic and live a more fulfilling life.  Did I find this to be true as I turned the pages and read on?

Yes, I did!  PUG’s message – translated through the wise words and delightful illustrations of Helen James – opens possibilities for the reader to take positive action in 29 encouraging and insightful short teachings.

This colourful book is perfect for a central location in your home, on the lunchroom table at work or a gift for someone who needs a boost. And, the most wonderful realisation is that this book will be enjoyed by all age groups.

If you are looking for a daily or weekly focus, know you could be doing something different or better and don’t know what that is or you want to benefit from the wisdom of one of the world’s oldest dog breeds, this book is certain to inspire and delight.

Buy Book | More Information – RRP $19.99 – Due for release October 2017 so pre-order your copy now.

 

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FIFO Families – Get Organised In The Overwhelm

I recently did a short talk at a FIFO family event in Perth, (hence why there are so many children running across the stage!)

In the video below I will share with you the systems and processes that have worked for my clients and our family over the years.

Keeping to a set routine when Separated by Work is challenging. Every family has different needs and every working away roster has unique demands. Yet having a plan and being organised will decrease the overwhelm, and you will be better able to cope with the day to day tasks and responsibilities.

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How heavy is this glass of water?

I have been on an upward trajectory of achievements and success in the last couple of years.  All my dreams coming true –  going back to study at University, a published book, online membership site, successful business, financial ease, awesome friends and a close family. One would imagine that with all this success all my burdens, stress and worries would get less, or even be non-existant. A huge misperception!

People even often say to me I don’t know how you do it all with Uni, business, family and a husband that works away. They say, you are so strong, and so lucky to have it all! Then they ask me to share with them my secret, or want to know how can I do it all and find peace with some of the horrible things that have happened in my past. They want the magic solution that will change their life in an instant.  I can tell you, that there isn’t a magic solution; unless you call hard work, determination and never giving up in the face of numerous challenges a magic solution.

I usually explain by first assuring them I am neither lucky or completely calm all the time.  I let them know that it is a constant conscious choice to get up, step up, choose the emotional state I want to be in and smile.  And I then share with them one of my favourite parables to illustrate how to honour, recognise, acknowledge, let go of the ‘stuff’ and keep achieving; even in the face of adversity.

Imagine I am holding a glass of water and I ask you – “How heavy is this glass of water I’m holding?”

From my perspective, the absolute weight of this glass doesn’t matter.  It all depends on how long I hold it.  If I hold it for a minute or two, it’s fairly light.  If I hold it for an hour straight, its weight might make my arm ache a little.  If I hold it for a day straight, my arm will likely cramp up and feel completely numb and paralyzed, forcing me to drop the glass to the floor.  In each case, the weight of the glass doesn’t change, but the longer I hold it, the heavier it feels to me.

Your stresses and worries in life are very much like this glass of water.  Think about them for a while and nothing happens.  Think about them a bit longer and you begin to ache a little.  Think about them all day long, and you will feel completely numb and paralysed – incapable of doing anything else until you drop them.

My message to you today:  It’s important to remember to let go of your stresses and worries.  No matter what happens during the day. As early in the evening as you can put all your burdens down.  Don’t carry them through the night and into the next day with you.  If you still feel the weight of yesterday’s stress, it’s a strong sign that it’s time to put the glass down.

And that is exactly the way I live my live and teach others to do the same. Work hard, be clear and focused on what you want, don’t get caught up in others dramas, don’t get caught up in your own regrets or what if’s, and always remember that the longer you hold on to the glass the heavier it gets until you are paralysed. Just for today – put it down and let it go – or ask someone to help you ease the burden.

Kirsty 🙂

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I Don’t Have Time

As I am surrounded by paper drafting out my first semester assessments due in a week, I realise that I promised Exisle Publishing a book review for I Don’t Have Time, by Emma Grey and Audrey Thomas. 

How timely. Here I am wondering how I will ‘fit it all in’ and the first page I flicked to was page 18, a story of one of their friends, in her forties, who was going to University and was considering whether to keep going!

As I continue to turn the pages I am blown away by three things –

  • How relatable, real and motivating their stories are
  • The quality of humour (who doesn’t like a book that makes you laugh out loud?)
  • The simple, yet effective, 15 minute strategies, experiments and tasks

After reading about all the mindset gremlins (and nodding through most of it) I came away with a renewed sense of I am good enough, I don’t have to be perfect and there are 250 ways to wash dishes – so maybe my way isn’t always the right way!

Thank you, Emma, and Audrey for a book that reminds us we are good enough, we are not on our own, we don’t have to always be right and it is never too late!

I highly recommend this book, over many other life and time managing books, as it will gently, systematically and encouragingly direct you to ditch the overwhelm, get unstuck and begin living the life you love.

Get your copy now or want to know more – RRP $29.99

Kirsty 🙂

 

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Be Conscious of Your Spending – Is This Bringing Value to Your Life?

The more we have, the more we spend. It is human nature. I know that in this household we stopped being so aware of the cost of groceries, and whether we had gone over budget or not when our income increased a few years ago. I didn’t hesitate as much as I previously would have when the children wanted money for outings, takeaway or other consumables.

What ended up happening was all potential saving capacity, all that potential to create meaningful wealth, decreased because we got used to spending the higher income and create debts to match. We weren’t any happier surrounded by all the stuff.

Once I realised this, I re-evaluated how we were spending and now practise a certain mindset around money. I ask myself, is what I am spending money on an investment or adding value to my life? If the answer is yes, I do it; if no, I ask myself, do I really want it? Is what I am going to spend money on going to make me money or add value to my life? This is called conscious, or intentional spending.

Conscious spending means we think about and choose what we are going to spend our money on. We analyse where we are currently spending our money and make goal-orientated changes and budget-based decisions.

Whether it is for going out, saving, investing, bills, looking after our health and fitness, holidays, schooling, rent, or mortgage—it is about having a plan that takes us towards our goals instead of feeling limited, restricted, and wasteful.

My husband and I both have various academic achievements, are members of industry-regulated bodies, and I am a keen business networker. We have supported each other in making these types of educational choices as it has proven to be an investment that pays good dividends back into our income increasing capacities.

Some like to invest in education, or antique furniture, or designer clothes, or travel, or property, or into their family and community, and some in wellbeing. As long as it is meaningful enough that when money is paid out there is a feeling of satisfaction and possible future growth and value—then it is conscious spending.

Seven helpful questions to ask when the household income increases –

  1. Have we shopped around for the best price? (Just because we have money, we can still buy the bargains).
  2. Are the needs of the household and each family member taken care of before the wants?
  3. Are we creating memories or debts?
  4. Are we consciously spending in line with our budget?
  5. Have we got the right advice, the right insurances, and the right bank accounts?
  6. Are we investing in ourselves through education or health?
  7. How can we support our community or a meaningful charity organisation? People who do this often say that doing something for others seems to bring good stuff back to them and a sense of fulfilment.

I am very mindful and intentional of what I spend, make room in our budget to support our community, and love a good bargain. Recently I bought a small coffee machine that was on special. I worked out that I gained back the cost of the machine within a month because I was not buying a takeaway coffee every morning.

I am not saying to steer clear of indulging in and enjoying occasional treats, that big holiday or buying those gorgeous shoes. I am suggesting being mindful and goal-orientated of how money is being spent. Enjoy the longer-term reward for your hard work and effort; and be thankful, purposeful, and masterful around your finances.

Top Tip – Ask the question before each purchase, “Is this bringing value into my life?”

How can you be more conscious and intentional with your spending this year?

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A Time To Relax – Program Launch

This month I am launching my first online Mindful Madhouse 4 week program.  It has been a big learning experience (helped by a team of very supportive people) to get my knowledge, expertise and experience into this format.  I am so proud of the result and grateful for the feedback coming in.  So, watch as I tell you a bit more about A Time To Relax 🙂

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Here Be Dragons – Book Review

I was asked recently by Exisle Publishing to review Here Be Dragons.  It says on the cover, “A parent’s guide to discovering purpose, adventure, and the unfathomable joy of the journey.” I did think to myself, “not another parenting book!”

I got to about page three and, to my delight, couldn’t put it down.

It wasn’t like any other parenting book I had read or reviewed.  I loved what was different. It is written by Annmarie Kelly-Harbaugh and Ken Harbaugh – from how they met, how they developed as people together and apart, and how they met each challenge once they became parents.  I found it to be an honest and personal insight into both parent’s experience and how they felt about it and dealt with it – and is full of humour only parent’s would appreciate!

I felt a part of Annmarie’s and Ken’s lives as I turned the pages and could relate to their many experiences; as well as how they had overcome the tough times.

What stood out for me though was how they described real issues faced by all of us once we become parents –

  • How mothers are judged differently to fathers.
  • Working through career goals and meeting the needs of your children.
  • Who does what, when.
  • How imbalanced it can be – and that is perfect.
  • Getting the right people around you.
  • Weathering each storm, knowing it will pass.

Then it is all tied nicely together at the end with a section of topics and questions for discussion as you examine your own ‘story’.

I highly recommend Here be Dragons for parents of any age children.  Whether it is for reflection, guidance or amusement – this book has it all.

Kirsty 🙂

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The Connected Business Woman

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I am not an online marketing professional, nor am I a social media expert. Yet I have realised how important it is to be connected on many different platforms. In this blog I share my thoughts on keeping your sanity and credibility whilst building and maintaining your online presence.

There are numerous social media sites – all with different audiences and purposes. There are quite a few conferencing and webinar tools at your fingertips to choose from. Someone suggests that short videos are the next best was to connect. Then you must blog and make sure your website is representing your brand in a way that excites and invites people to do business with you. Not to mention at some point you also have to do the work that actually makes you money.

You could spend most of your working hours updating profiles, writing posts, hash tagging, commenting, liking and uploading. You could employ or contract someone to do it. But you need to ask yourself what will bring you the most money, build your online and business profile/credibility, and what tools are most effective for your business. Then add the question, “How do I balance it all so that I am not sitting on the couch at night with my family still doing ‘work’ tasks?”

I got stuck in this cycle of trying to cover all platforms – posting and blogging everywhere and all hours of the day. I spent hours attempting to make and upload that natural off the cuff three-minute video of me just saying hi to the watchers and sharing a thought that would change someone’s life! A blog would take at least two hours by the time I wrote it, edited it, uploaded it, found the right picture and then shared link. I would wake up in the morning, go for my run then spend 20 minutes checking social media before breakfast! By the end of each working day at least half of it was spent online jumping from one site to another. And if I went to a seminar that was teaching me something about an online platform you were lucky if you saw me for the next couple of days as I applied everything I had learnt with the promise of super exposure and business opportunities.

What changed? I took some time off and saw that my business and profile didn’t disappear just because I wasn’t all over it every day. I saw that there is true value in being connected, yet the value comes from a balanced, healthy and strategic approach. I thought about who was my online audience – and what they wanted to see so they could connect with my products, my professional services and me. I also looked, very closely, at which platforms were more likely to convert into sales, create brand awareness, and which were just ‘social’.

So I came up with my plan. I investigated what are the most engaging posts for different social media platforms and action that. The platforms that serve my business and book best are newsletters, Facebook, LinkedIn, Instagram and Twitter. I give no more than one hour per day up keeping my online presence. I make face to face contact and phone calls my priority. I have learnt to use Zoom to conference and webinar. I reuse and recycle a lot of my writing so that I can cover many options and platforms with little effort. I write for businesses that have huge followings online so that I increase my profile organically through that. I chat (face to face or on the phone) a lot to my friends who are online savvy or doing something that I find impressive, and discover what I could be doing differently, and how to do it without paying someone.

To be successful in the business world you have to be connecting with your audience on a regular basis. This has always been the case; it is just now we have many more ways online to increase our exposure for little or no cost. The trick is to manage your virtual world so that it is still making you money, building your profile and giving you real leads. You also have to manage your time and the energy your give to it so that it does not create a black hole of lost productivity.

In business know you and a bit of like you can come by online connecting – but trust you may need a bit more work and contact to make that sale.

I like to check in and ask myself often, “Is my online messages and profiles congruent to how I introduce myself to a room of people, have a trade table at an event, meet a prospective client for lunch or attend a business meeting?” I will always look for better ways of doing things – I think as the world gets more connected through a screen being better than your competition means keeping your message clear, your integrity in tact and balance it all out with time away from the devices and connecting face to face.

How can you make your online presence and activities more clear, meaningful and profitable, and less time wasting?

Kirsty 🙂

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