 |
 |
"Register now for EnergizeNews and you'll receive three bonus gifts (an $81 value)"
» read past issues
|
|
 |
| |
 |
 |
|
 |
Note: Portions of this Case Study
are available in audio format.
 Click
for Jean Craig Long's Audio Interview (MP3)
 The
Client: Jean
Craig Long is a non-profit development consultant who
has spent more than two decades helping non-profit organizations
that struggle to raise money consistently. Jean first heard
Lisa Nirell speak during an Action Plan Marketing-sponsored
event, and was impressed with Lisa's business background and
her confidence. Within two weeks, Lisa and Jean scheduled
an exploratory conversation.
The Situation:
This was Jean's first experience as an entrepreneur
and she was quickly realizing that focused marketing and planning
were taking a back seat. "It was hard to talk about
myself. I left marketing until the end of the day and by then,
my creativity was zapped." Jean had clients, but wanted
"ideal clients" – those that stimulated
her and rewarded her handsomely for her expertise. "I
felt like I had to take everyone, that I might not be good
enough, or might not have the answers," says Jean.
"Lisa doesn't
do failure. She doesn't hear it. The focus shifted
from what I thought I did not know to what I know really
well. She sees potential."
– Jean Craig Long |
The Process:
Lisa and Jean had an introductory telephone meeting to find
out if it would be productive for them to work together. "Lisa
said, ‘by the end of this conversation I promise that
I'll have given you one new insight'," says
Jean. "She asked me questions that I'd never asked
myself, and at the end of the hour I felt different. I felt
hopeful. I thought, ‘my heart is singing and I have
to work with this person'."
Jean joined Lisa's EnergizeMarketing Action Group to
gain confidence and get the support she needed to prioritize
her marketing and business activities. "It changed the
way I think about myself in business down to the cellular
level," says Jean.
Fairly early on in the group process, Jean was putting together
an invitation for a seminar she was leading. At Lisa's urging,
she shared it with the members of her group. "The next
thing I know, here come these e-mails with feedback. I knew
I'd have to open myself up to input from people and try new
things. I incorporated their suggested changes into the brochure
and BOOM! The seminar was sold out. I now have paying clients
that came out of that workshop."
One of the most valuable aspects of being in the EnergizeMarketing
Action Group for Jean was the honesty of the group. "They
don't spare your feelings. It's very objective
information," says Jean. "All of the group members
are seasoned professionals with similar challenges."
"Sitting
here in the fourth quarter with the income I have --
I'm really grateful. The group helped me develop
things I never would have thought of on my own."
– Jean Craig Long |
The Results: Jean
committed herself to the Action Group process. She read all
of the recommended books, created an audio logo, wrote an
executive summary to highlight her business, and developed
a website. "I have a waiting list from people who went
to my website and came to that workshop," says Jean.
Within two and a half months of joining the EnergizeMarketing
Action Group, Jean doubled her income.
Becoming clear on how best to market her services is one of
the significant benefits Jean achieved as a result of being
in the EnergizeMarketing Action Group. "In
order to do my marketing well by my own standards, I have
to do it in a way that is authentic. I'm in this for
the long haul. Whatever I say has to be true," says
Jean. She's found that marketing became much easier
once she has a series of specific marketing strategies to
use and steps to follow, both of which she learned in the
group.
Jean reports that her consulting firm has evolved from a blueprint
into a viable business. She now has the confidence to do what
she needs to do to grow and sustain her business. "I
can do what's in my heart. It's a life purpose
and it's enormously fulfilling," says Jean. She's
also learned that she can say no to clients who are not a
good match.
Jean Craig
Long on what it's like to work with Lisa:
"Lisa's standards are as high as mine are. Everything
she asks us to do, she's doing herself. These are not just
empty recommendations. She's warm and friendly, but she'll
tell you if you're doing something that's getting in your
way."
 Click
for print version (PDF)
Click
for Jean Craig Long's Audio Interview (MP3)
|
