We learn by story. Marketing is most effectively done with stories. Stories form the basis of many of our life lessons and we all love a great story.

We all know a compelling story when we hear it but it’s more often a visceral reaction rather than a logical one. Some would even assert that a truly brilliant story in inexplicable, at least in part, because of the emotional appeal - basically, there’s no explaining why people feel what they feel. It’s rare that we break down the components of a story and analyze it.

Whereas I can acknowledge that not everything can be approached purely scientifically, as entrepreneurs, I feel we have to reach deeper than a mere dismissal of emotional appeals. It is worth our time to develop and communicate our personal and professional narrative. By understanding how people might respond to our story,  we come closer to reaching those people. And, depth and breadth of reach is imperative in our businesses and our lives.

Your personal and professional narrative will be used in all of your copy, on your website, in your advertising, in your networking presentations, in your speaking. It will reap rewards way beyond the time it  will take you to solidly develop it. It will be what people remember long after you have left them.

How do you develop an effective narrative? Here are some ideas to reflect on to get you there.

1.  You need to present a story that is truthful, heartfelt, and poetic.

Your story has to stand up to reality. Don’t lie and don’t fabricate. People will know it. If for some reason you are so “skillful” to tell a fabricated story and get by with it, when it does come out that you were being dishonest, the trust you garnered through your story will dissolve instantaneously.

On the flip side, being truthful doesn’t mean being pedestrian. Adding poetic flair, eloquence, metaphor, analogy, and archetypical symbolism to your real story creates a bridge between every day life and awe-inspiring impact. It’s not arrogant to couch your story in heroic terms. You are a hero, you are a leader, you are a pivotal figure, so own it and communicate it.

2.  Create a blend of logic and emotions in your story.

Facts don’t convince anyone. They are dry and boring and they remind everyone of school homework. But, some personalities need a certain level of facts to justify their emotional preferences. You need to include information, but only as they pertain to facilitating a decision. You want to inspire not profess.

On the flip side, completely eliminating facts won’t work either. Too much emotion feels manipulative. People don’t like to feel “played”. Effective appeals are transparent, they sneak up on you, they trigger feelings without your realizing it’s happening. They touch you instead of trick you. It’s a delicate balance but it’s one worth finding.

3. Tailor your story to your audience.

Children need to be told stories differently than college professors. The same idea can be communicated but it needs to have different vocabulary, different story landmarks, and even a different speed of presentation of ideas. You need to keep your audience in mind as you craft your narrative.

A reminder and word of caution - even if your audience is a highly educated, scientific sort, your goal is to touch the hearts, not just the minds. In the same way that babies and puppies captivate, so too certain stories touch us all, regardless of our education level. The Kid Done Good, the Underdog, the Hero, the Champion, the Epiphany, the Love Story, are story lines we all know. You might have to tell your story with a different use of analogies and a varying level of vocabulary, but these classic story lines appeal to all ages. Use them.

I found some great resources for you to enjoy about compelling storytelling. Enjoy!

• Telling Compelling Stories
• How To Tell A Great Story
• New Media Storytelling
• Using Storytelling in Design
• Using Storytelling for Make a Compelling Presentation
• This American Life, Ira Glass, on Storytelling and Compelling Content

Today is Voting Day in the US. Go VOTE!

Together, we are stronger.
Vicki Flaugher, the original SmartWoman

Follow me on Twitter: SmartWoman

Cooperation is a SmartWoman Principle. I honestly believe that together, we are stronger. To highlight this point, I want to showcase two opportunities you have today to use the strength of cooperation to your advantage in your business.

Kiva and Microlending

There are many ways to show gratitude, foster solidarity, and raise awareness. These activities strengthen your ability to persevere in your business, reach out to others for help, and have your business noticed. They build your character as an entrepreneur and character is how you will ultimately succeed.

Every day on my Twitter background, I have been featuring a global female entrepreneur who is soliciting to receive a microloan through Kiva. Within hours, these entrepreneurs have become fully funded. Hours! Kiva provides the opportunity for farmers, retailers, manufacturers and more worldwide to feed their cattle, buy more inventory, and create new jobs. These women and their partners are pulling others out of poverty, creating self-sustaining economic systems and living “The Dream”.

Participating in microlending plugs you in to a global community of support and promise. It shows you what’s possible. It lights the fire of passion and purpose and spurs you on to do whatever you have to do to be successful in your meaningful work. An entrepreneur with vision, drive, and purpose is unstoppable. Sharing and cooperation through Kiva (or any other of the many microlending organizations) is a way to become that type of entrepreneur.

I’ve set up a SmartWoman Entrepreneurs lending group on Kiva.com if you’d like to participate. $25 is all it takes to get started and the loan repayment rates are typically in the high 90+%. None of the money goes to me and I don’t get any kind of referral fee for you to participate. I simply believe that reaching outside of yourself grows you. I believe you’ll love how it makes you feel and you will benefit from the character development that active philanthropy provides. I believe it is our responsibility to assist our global entrepreneurial sisters and I’d be honored to be shoulder to shoulder with you in these efforts.

Bloggers helping Bloggers

Chuck Westbrook has started a campaign to help quality blogs that are underappreciated get noticed. It’s a truly brilliant idea, using the power of the tribe and of self-interest in coordination. We all want to be successful and most of us are willing to help other people be successful also. By giving of our time and attention to others, we are going to gain attention for ourselves. This idea definitely gets the SmartWoman Seal of Approval.

Chuck is creating a team of top bloggers who will review everyone asking to be featured and select a blog. For the next two weeks, everyone participating has agreed to read the featured blog regularly. After the initial two weeks, another blog will be selected and the process will continue. I signed up to participate and you should too. It’s a tremendous opportunity to be center stage in front of a great group of individuals, both the selection committee and the audience following.

To participate in Chuck’s blogger campaign, go here: Chuck Westbrook Bloggers Helping Bloggers

By giving of a little attention and money, not only do we find out about new things, we also provide opportunities. In both the Kiva example and Chuck’s blogger help program, you have the opportunity to participate in the world at large, to reach beyond yourself, to break out of the day to day picture that sometimes traps us.

Whether you choose either of these two opportunities or find another way to grow, today is a good day to start. Perspective expands as your reach increases. As an entrepreneur, this will be your saving grace. Your business will expand as your viewpoint does. Isn’t that one of the reasons why you’re in business to begin with? Reach out today. Taking some action, even a small one, is all that you need to do.

Together, we are stronger.
Vicki Flaugher, the original SmartWoman

follow me on Twitter: SmartWoman

I collect news stories about our sisters abroad and their challenges as well as their successes. Here are some of the the highlights that I felt you would enjoy.

Barriers still exist in accessing credit - Research
Ghana News - Accra,Ghana
Dr Egyir said it was the core objective of the study to document the current situation of barriers to access of micro finance to rural women entrepreneurs …
See all stories on this topic

Locals in new book
Terrace Standard - BC, Canada
FOUR LOCAL women were recognized for their success in business as part of a book celebrating women entrepreneurs around the province. …
See all stories on this topic

IFC supports African women entrepreneurs
Afrique en ligne - Angers,France
This includes the creation of several debt and equity funds for women-owned businesses, evidence that investors are eager to tap into this emerging market. …
See all stories on this topic

Starting a Company: From Idea to Reality
PRLog.Org (press release) - Bucuresti,Romania
The National Association of Women Business Owners, Central Jersey Chapter (NAWBOCJ) is a network of women entrepreneurs who provide each other with …
See all stories on this topic

Nigeria: Oceanic MD, Others Bag Women Entrepreneur of the Year Award
AllAfrica.com - Washington,USA
… Institute of Quantity Surveyors (NIQS), Mrs. Mercy T. Iyortyer, were at the weekend presented with the award of the women entrepreneur of the year. …
See all stories on this topic

Tamkeen empowerment strategy opens doors for US and Arab women …
Zawya (press release) - United Arab Emirates
For women entrepreneurs too, Tamkeen has opened new doors by making instruments of finance available through its loans initiatives with Shamil Bank …
See all stories on this topic

Latina entrepreneur raises the roof of success
Fort Worth Business Press - Fort Worth,TX,USA
“There are not a lot of Latina entrepreneurs out there. That’s one of the reasons I have to step out and show women in general that you can do it,” she said …
See all stories on this topic

More women needed for capital market- DG/SEC
Ceylon Daily News - Ceylon,Sri Lanka
“We will be targeting women entrepreneurs and expect to attract women in the grass root level for the capital market,” he said. “SEC is planning to attract …
See all stories on this topic

Female-Powered Green Revolution
By Karla Maquiling
EchoStore, the first sustainable lifestyle store in the Philippines, is the brainchild of marketing expert Chit Juan, writer-artist and wellness advocate Jeannie Javelosa, and coffee entrepreneur Reena Francisco. …
PinoyCentric.com - http://pinoycentric.com/

Chilean Entrepreneur is the European Winner of the 2nd Annual …
By sashok(sashok)
Start-up specializing in the commercialization of eco-friendly salmon skin leather is awarded one of the most prestigious awards for women entrepreneurs by Cartier and the Women’s Forum. London, UK (PRWEB) October 26, 2008 — Laura …
Internet Business - http://internetbusinesshub.blogspot.com/

Canadian Women in Business Shattering Glass Ceiling
By Audie
CIBC World Markets’ five-year projection of the creation of 260000 new businesses across Canada is breathing new life in the hearts of our nation’s entrepreneurs. And Canadian women are poised to be major players in this trend with the …
The Marrek Group - http://blog.marrek.com/

Explore the world and reach out to the other female entrepreneurs worldwide - it’s a glorious thing!

Together, we are stronger.
Vicki Flaugher, the original SmartWoman

follow me on Twitter: SmartWoman

Tonight, I am kicking off the next teleseminar series called Passionate Marketing Makeover.

Session #1 is about reviewing what you currently have set up for your business as well as reviewing what systems you need.

Here are a list of the systems we’ll be covering:

• Sales systems

New leads

Sales scripting

Activating old leads

Upsell/downsell

Customer service

• Adminstration systems

Accounting

Business model

Web maintenance

Personnel

Investments

• Communication systems

Email

Snail mail

Follow up

Managing CEO access

• Referral systems

Referrals as part of your sales

Referrals as part of your marketing

Developing a referral culture within your business

• Marketing systems

Online

Offline

Networking

Affiliate program

• Growth systems

Joint ventures

New products

New markets

Leveraging your expertise

Personal development and the value of mentors

This should give you a little taste of what we’ll be discussing…

If you’d like to sign up for the weekly sessions, it’s very affordable and fun. Click here: Passionate Marketing Makeover Series

Together, we are stronger!
Vicki Flaugher, the original SmartWoman

follow me on Twitter: SmartWoman

by Vicki Flaugher, the original SmartWoman

In this historical time, with the first African-American man running for US president, a women running for US vice-president, and the world shifting toward globalization, discrimination has been a hot topic. I felt it important to discuss how discrimination and privilege affect your business.

I have been affected by discrimination. As a young woman, I was told straight to my face that I would never be a manager at the retail store I worked at because I was a female (I’m happy to report those folks went out of business). I have also benefited from privilege, being treated with preference, for the same reason, being female. Neither situation was particularly positive for me. On one hand, you are not cut slack because of who you are and on the other hand, you are cut slack because you are deemed incapable. Not much self-esteem building in either of those positions.

I am guessing, at some point in all our lives, that we have been subject to both discrimination and privilege. But few of us know how to deal with it constructively. Few of us are very good at unraveling the complex nature of these beasts and harder still is the challenge of these topics in your business.

We’ve also all likely been in the situation that we engaged in these activities. Things that seem positive, like helping your bum brother get a good job, are based on privilege. Where you go and who you talk to are affected by how safe you feel in a neighborhood or how comfortable you feel mingling with others not exactly like you. Even when we logically know our deeper feelings need to be overcome or overlooked, it’s hard to deny, and sometimes even harder to admit, the truth of how we react and interact with each other.

I read a great article recently, considered controversial by many, that I feel really addresses the issue of privilege and the interplay of traditionally privileged and non-privileged groups.

“Check My what?” On Privilege and What We Can Do About It: Some Tips on Going From Pro-Equality in Spirit to Pro-Equality in Deed

I ask that you read it with an open mind with an eye toward your business. Discrimination issues can destroy your business. Being sued for discrimination can shut you down. Beyond the legal implications of discrimination, you are also closing yourself off from segments of the population who could do a great job for you. People unlike yourself who could bring fresh ideas and a new perspective to your work. Individuals who bring with them the promise of a new approach.

Let me know what you think. Keep it civil and keep it real. No one will be judged here, but rather encouraged to engage in an honest discussion about how discrimination and privilege help and hurt. Words are powerful and thought is life changing and how we treat each other determines our success.

Have you ever engaged in or been affected by discrimination and/or privilege? Tell your story below.

Together, we are stronger!
Vicki Flaugher, the original SmartWoman

follow me on Twitter: SmartWoman