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www.DrLaureen.com Cell: 281.507.1919 * Phone: 281.584.0348 Email: [email protected] https://www.facebook.com/groups/nonprofitsmallbizwomen/ (Facebook Group) https://www.facebook.com/nonprofitsmallbusinessalliance/ (Facebook Biz Page) © 2019-2025 Dr. Laureen – All Rights Reserved 1

Hello High-Achieving Women: My name is Dr. Laureen Wishom, and I am the owner of Dr. Laureen International, a small boutique business specializing in Non-Profit and Small Business development. As a Master Solutionist, I provide intentional and strategic solutions for high-achieving women who are Non-Profit Leaders and/or Small Business Owners whose desired outcomes include: • optimized value, message and space, • enhanced scalability, sustainability, and ‘bankability’ • increased donations and revenues, and • amplified lifestyle (by design) that aligns with their purpose as a Non-Profit Leader or Small Business Owner. I have over eighteen years’ experience as an entrepreneur in the Non-Profit, and Small Business arena growing and over- seeing multi-million dollar programs and operations. I am also a Life Alignment Coach. I am available to teach, train, consult and coach you on top-tier approaches and strategies that focus on leveling-up Non-Profits and Small Businesses. I truly love working with high-achieving women who are excited, driven, and passionate about spearheading a ‘fundable’ Non-Profit organization or those who are energized by heading-up a Small Business that’s on track to becoming a scalable and profitable enterprise – I know that this resonates with many of you. Whether you are a Non-Profit Leader and/or Small Business Owner, I am recognized as the Solutionist of choice because of my years of working with high-achieving women in both arenas. More importantly, I specialize in showing you how to: ‘Do Different Things then Do Things Differently’™ so that you are the Non-Profit or Small Business of choice. It’s what gives you leverage when it comes to Value, Message and Social Space. STRATEGY. EXECUTION. PROFIT. © 2019-2025 Dr. Laureen – All Rights Reserved 2

THE VALUE If you want to Gain More Clients, Increase Connections and Expand Your Collaborations, then the Top 7.5 Strategies to Boss Up Your Value, Message & Social Space download is just right for you. So, let’s start with value. There are several ways to look at value. For example: value has to do with how much something is worth, either in terms of cash or importance. As a verb, it means ‘holding something in high regard’, (e.g., ‘I value our friendship’) but it can also mean ‘to determine how much something is worth’, like a prize valued at $500. Personal values are the things that are important to people, the characteristics and behaviors that motivate most of us and guide our decisions. For example, maybe you value honesty. There are some people who may value being competitive, while others may value cooperation. Some people value adventure, while others value security. Choosing your personal values represents one of the critical decisions that can make an amazing difference in how you live your life. Our values reflect the fundamental choices and decisions we make concerning who we want to be. Having well defined personal values helps us avoid making choices that work against who we want to be. Our values become a clear set of guidelines for our words and actions, consistently moving us in the direction that is aligned with our personal vision. Our life becomes one of our choosing, not one that is directed by the decisions of others. Our values help us build and maintain our identity as unique individuals and guide our Non-Profit and Small Business decisions. For example, Non-Profit and Small Business values can help ensure that your team or volunteers are working towards the same common goal, and share the bigger mission and vision that you have for your Non-Profit or Small Business. Ultimately, values are critical if you want to create a long-lasting, successful and motivating place to work. Below are some examples of Personal Values and Non-Profit and Small Business Values: Examples of Personal Values Examples of Non-Profit/Small Biz Values Love Leadership Financial Security Donors/Client/Customers Knowledge Collaboration Creativity Accountability Personal Growth Passion Accountability Diversity and Community Respect Quality © 2019-2025 Dr. Laureen – All Rights Reserved 3

Your personal values should align with your Non-Profit and/or Small Business endeavors. Your personal values help focus and support your life choices as well as who you are in the Non-Profit and Small Business arena. Now, I want you to use the space below to define your Non-Profit or Small Business values. If you have already defined those values - are they still valid today? Or, do you need to change or tweak them to align with where you are now and where you are going. Value #1: ______________________________________________________________ _____________________________________________________________________ Value #2: ______________________________________________________________ _____________________________________________________________________ Value #3: ______________________________________________________________ _____________________________________________________________________ Value #4: ______________________________________________________________ _____________________________________________________________________ Value #5: ______________________________________________________________ _____________________________________________________________________ © 2019-2025 Dr. Laureen – All Rights Reserved 4

THE MESSAGE Now let’s take a look at message… Donor, customer and client message strategies come in a variety of forms including emotional connection, positioning statement, or unique selling proposition (USP), depending on the overall goal of the Non-Profit or Small Business marketing strategy. To create a message that has real impact, ask yourself the below questions each time you construct a message. If you answer all of the questions, and you are sure you’re delivering the right message, in the right tone, to the right person, at the right time, through the right platform – you have a winner. 1. What’s the context? 2. Who is the target audience? 3. What should the message trigger? 4. Where will the recipient receive the message? 5. What’s the goal of this message? 6. Is this message worth communicating? 7. Have I tested and retested the message? A clear, consistent message can be the difference between a phenomenally successful marketing campaign and the utter waste of time and money. If you have not defined your message clearly, how likely is it that your audience will receive the message you want them to hear? The answer: not very likely. In marketing, the term ‘message’ refers to how a Non-Profit and Small Business talks about itself and the value it provides. Related to positioning, message is an approved set of key points or memorable phrases that Non-Profits and/or Small Businesses use to communicate with their target audience. Your message should: • Express the main idea you want people to understand and remember about your offering • Resonate with the audience you are targeting, so that they pay attention and feel what you are saying matters to them • Articulate clearly and concisely what you need to communicate, e.g., what you stand for, why you are different, what value you offer, what problems you solve, etc. The content, as well as the voice, tone, and style of the message, may vary widely, depending on the Non-Profit and/or Small Business’ identity and what you want to accomplish with the communication. Key messages should be: © 2019-2025 Dr. Laureen – All Rights Reserved 5

• Concise: message statements should be clear and concise, ideally just one sentence long (but not a long, run-on sentence). • Simple: messages should use language that is easy for target audiences to understand. You should avoid acronyms, jargon, and flowery or bureaucratic-sounding language. • Strategic: messages should differentiate your Non-Profit and Small Business and what it stands for, while articulating the value proposition or benefits it offers. • Convincing: messages should include believable, meaningful information that creates a sense of urgency and stimulates action. Message wording should be decisive and active, rather than passive. • Relevant: messages should matter to the audience; should communicate useful, relevant information that the audience finds appealing not only on a logical or rational level but also on an emotional level. • Memorable: messages should stick in the audience member’s minds, so the impression is easy to recall. • Tailored: messages must communicate effectively with the intended audiences. This means the message should reflect the audience’s unique needs, priorities, issues, terminology, relationship to your Non-Profit and Small Business. Remember, you’ll need to hook your audience by describing what’s in it for them before you can hope to have earned enough of their interest to talk about who you are, what you do and what you offer. TIP: Don’t worry too much about ‘word-smithing’ as you develop a first draft of your message. Get your initial thinking down on paper quickly, and then go back to check against the criteria above as you refine your words. Remember, you only need a handful of key messages - just one to three well-crafted statements. Finally, add a ‘call to action’. A call to action is an instruction to the target audience about what you want them to do, once they have heard and digested your messages. Usually it is an imperative verb: Register now. Try this new product. Buy now. Visit this place. Vote for this person. Attend next Saturday. The primary purpose of message architecture is to help you make sure that everything you communicate ultimately ties back to the major points you want audiences to know and believe about your Non-Profit and/or Small Business. © 2019-2025 Dr. Laureen – All Rights Reserved 6

THE SPACE When we look at social space, it can be physical or virtual space such as a social center, online social media, or other gathering place where people gather and interact. According to HubSpot, the third top marketing challenge for Non-Profits and Small Businesses is the lack of budgeting resources. Unless you are a startup with venture or angel capital or major donors, you probably have a limited marketing budget. Here’s some ways you can market your Non-Profit or Small Business on a limited budget. 1. Go guerilla. Guerilla marketing seeks to leverage creativity, imagination and originality in place of a big budget. Smart Non-Profits and Small Businesses with a limited budget often use guerilla marketing to compete with large size non-profit or huge companies. There is no shortage of creative guerilla marketing ideas. 2. Socialize on social media. Popular social media channels as we know include Facebook, Messenger, Twitter, Instagram, Pinterest, Reddit, LinkedIn, Google Plus, and Snapchat. Each of these social media platforms are unique and require thoughtful ways of engagement. Rather than try to master it all at once, choose a few platforms you like and try to master those first. 3. Create valuable content. Not only do potential donors, clients and customers love great content, but so does Google. There are many ways to share information -- blogging, creating videos, hosting podcasts, designing infographics or submitting articles to online authority sites. Not only do you gain authority as an expert, but you also get free traffic. You can also offer to be a guest blogger for another complementary or non-competing website, or be interviewed on a podcast. This is a good strategy for the Non-Profit Leader or the Small Business Owner. 4. Contests and giveaways. Everyone loves free gifts! Give away desirable or fun items to gain goodwill, build brand awareness and connect with potential donors, clients and customers. Things such as online e-books, white papers and checklists don’t cost you anything but your time but can open up doors with influencers. You can also create a viral marketing effort by making your marketing interesting, attractive and fun. One of the craziest marketing efforts that went viral is the ALS Ice Bucket Challenge. People dared their friends/family to pour ice cold water on themselves within 24 hours. Those who failed to do so would then have to donate to the ALS charity. 5. Piggyback your partners. When you are a Non-Profit and/or a Small Business with a limited marketing budget, it makes sense to collaborate with others. These can include manufacturers, suppliers and vendors. Not only do you both win when the other succeed, but there is added credibility when another Non-Profit or Small Business recommends you. 6. Leverage scalable advertising channels. You can also promote your latest products and services through these free or cost effective methods: © 2019-2025 Dr. Laureen – All Rights Reserved 7

• A telephone message that plays your promotions while donors, clients and customers are on hold. • Window decals advertising your latest offer if you have a retail shop. • Car magnets and bumper stickers displaying your advertising while you drive around town – works for non-profit and small businesses. • Advertising in your email signatures or letterhead. • Sending special holiday discounts, birthday coupons and surprise rewards to your mailing list. 7. ‘Milk the media’. Getting your Non-Profit and Small Business featured by the media is free marketing. To capture the attention of the media, try these suggestions and invite the media to cover it. • Create a publicity stunt (make sure it is in good taste and in line with your brand). • Do something for the community or a non-profit, and send out a press release prior to the event. For example, some innovative hair dressers have offered free haircuts to the homeless. • Sponsor an event by donating your products or services as give-a-ways or prizes or host a contest. • Nominate yourself for a business contest or award. If you win, even better! 8. Help yourself by helping others. All your marketing should be of some use to your audience. There are many ways that you can make your marketing efforts a welcome intrusion rather than an annoyance to your audience. Try these: • Provide useful information. Information marketing has proven to be highly effective in increasing sales. By educating your audience on problems that they care about, you are not only growing your customer base but also positioning yourself as the solution. To do this, host a meetup group, an event, a class, virtual event or even an online webinar. Offer to speak or be on a panel at events. • Provide assistance. Answer questions posted on forums and websites like Quora and direct your audience to your website for more information. There are online directories that list a whole variety of forums such as Find A Forum.Net. • Entertain your audience. Make them laugh or cry. Think of the funny and touching ads that you see and how quickly they are shared. Marketing your Non-Profit and Small Business on a limited budget is completely possible. You just need to get creative and think outside the box. THIS IS MY FAVORITE! - It’s a great opportunity for Non-Profit Leaders and Small Business Owners to work together to help each other in the marketplace – and to get your name and brand out there! © 2019-2025 Dr. Laureen – All Rights Reserved 8

7.5 Strategies to ‘Boss Up’ Your Value, Message & Social Space! 1. Identify your personal values as they will impact your Non-Profit and Small Business values especially when you are striving to become scalable, sustainable and ‘bankable’. 2. Know your donors, clients and customers – so that your message has more impact and influence. 3. Determine your who, what, when, where, and why - so your message will be timely and resonate with your audience. 4. Develop a well-crafted message and ensure that it has a call to action. 5. Decide on the best platforms (social space) for your message. Every social space may not be right for your Non-Profit or Small Business. 6. Test your message, then retest, then rearrange and be sure its disruptive – this gives you an edge! 7. Recognize that it takes time to get the right message for the right audience. .5. Keep the faith, never give up, get rid of whatever makes you stop – always keep your ‘Next’ in view. My Company Slogan: ‘Doing Different Things then Doing Things Differently’™ When you do creative but different things, you are being disruptive and that is the key to getting people to follow, listen and buy from you! © 2019-2025 Dr. Laureen – All Rights Reserved 9

Disclaimer The material in this PDF is for informational purposes only, and does not constitute any final business advice. The use of this guide does not create a consulting-client relationship. © 2019-2025 Dr. Laureen – All Rights Reserved 10