Panelists: (from left) Diana Costello, Teresita Krueger and Anne Ring

The 2013 Breakthrough + Bootstrappin’ Marketing Panel featured a cohort of esteemed experts, including Diana Costello, Communications Specialist and media liaison for Westchester County Executive, Rob Astorino, Teresita Krueger, Social Media Director for the Murray Hill Institute and Anne Ring, President of Heritage Communications Group.

Lisa Kaslyn, panel moderator

“The spirit of last night’s panel was meant to help our members devise a meaningful go-to-market strategy that is based on research – economic development and demographic opportunity in Westchester — demand-generation efforts and sales execution.  We didn’t overlook the perpetually popular topics of social media, but rather couched it within a more contextual marketing roadmap,” said Lisa Kaslyn, panel moderator and president of Prosper Communications.

Diana Costello on Opportunities and the State of Westchester County Economy:

• STEM subjects of science, technology, engineering and math will become even more important for the local workforce
• The top industries in Westchester are projected to be biotechnology/life sciences, health care, professional services, IT, hospitality/food/beverage and green industries
• The trend of smaller businesses and smaller offices is expected to continue in Westchester
• Resources for doing business in Westchester County can be accessed at Westchestergov.com or ThinkingWestchester.com.

Anne Ring on Strengthening Your Sales’ Muscle and Getting Past the “NO”:

1. Be your authentic self.  Be memorable, be unforgettable.  Make yourself stand out from the other salespeople who are pitching the same clients you are.
2. Know your product.  Know your competition’s product.  Know your prospect and their needs.  Do your homework.  Ask open-ended questions to start conversation.
3. Think about needs of clients before you think about your own.  Little things matter.  Make a friend and you’ll make a sale.
4. Take good care of the customers you have—they are your best source of new leads!
5. Can’t run a race without knowing where the finish line is-plan your sales goals for the month and invest in a good database management program—which will only work if YOU work IT!
6. A sterling reputation as an honest, interesting businesswoman is the best lead generator.
7. Don’t be afraid of “NO.”  It’s when people say “YES” that things happen-nothing changes when folks say “no”-just move onto your next lead.

Please mark your calendars for January 23^rd for our members-only luncheon at Webster Bank in White Plains.  Our featured speaker will be Ellen DePasquale from Constant Contact and the topic is “The Power of Email Marketing.”  Also, on February 4^th, we are hosting our annual “I Love Networking” evening soiree, at which Westchester gentlemen are invited and encouraged to attend.

Three Unique Weight Loss Strategies for You to Try in 2012

By Lisa Kaslyn

It’s that time of year when New Year’s resolutions are set in motion, and many of us girls vow to get our groove back and rein in those dangerous curves.  Fear not, ladies, you CAN do this and PWW president and board members, Jamie Imperati, Rose Colonna and Lisa Kaslyn are sharing their secrets to weight loss success.

Jamie Imperati

Jamie’s Weight Loss Success Story:

“After having two children and adding 20 pounds, I decided to do something about it. Now, did I mention I have two kids? (chuckle). That said, I don’t have time to exercise! I wish I did. You would think that running around after two toddler boys would burn some calories, but it hasn’t. So, here is what I decided to do:

• Stopped finishing all my kids’ scraps – that extra piece of grilled cheese, muffin or pancake, really started to make an impact on my tummy and thighs. So, instead of putting it in my mouth, I gave it to our dog
• Drink at least 32 ounces of water (most days 48 ounces) each day
• Eliminated bread from my diet. Now, this is a really hard one because my father-in-law delivers Italian bread for several Arthur Avenue bread companies, and I find bread hanging on my front door knob a few times a week, but I did it.

Eliminating the bread, scraps and increasing my water intake has allowed me to lose 13 pounds since September. I realize this isn’t a huge weight loss over a 5-month period, but I see a huge difference. I am more comfortable in my clothes, and people have noticed the change. I feel better about myself and my goal this spring is to incorporate exercise into my daily routine. Wish me luck!

Rose Colonna

Rose’s Weight Loss Success Story:

“I went on the Dukan Diet.  Dieting is all about what will work for you and become a way of life.  A friend of mine tried the diet and was successful, so I decided to give it a try.  It was an easy diet to follow and easy to maintain.  It’s a protein based diet with alternating days of protein only and protein and vegetables.  I lost 35 lbs., and have been able to keep it off since September.”

“With other diets, it’s always been challenging for me because I go out often socially and attend many networking events.  With Dukan, it’s obvious what a protein is, so it’s easy to know what to eat on those occasions.  Considering I was on the diet between September and December, it’s amazing to me how the weight just fell off – even during the holidays.  I never denied myself a glass of wine or champagne.  I had fun without feeling deprived and it’s a new way of life for me.  I can go “shopping” in my own closet again!”

Lisa Kaslyn

Lisa’s Weight Loss Success Story:

“I felt like I woke up one morning and someone pumped me up with fat!  Where did it come from?  How did it get THERE?!?  Suffice to say, I was disgusted and depressed about the way I was looking.  I used to be a thin avid bike rider and walker.  Then I moved up to the “country,” had another child and slowly, but surely, bad habits took hold and I gained about 15 pounds.

“I was doing a lot of thinking about change, but not a lot of doing and then I got reconnected with someone from the past who had become a weight loss coach.  She also sold HCG with her partner, who is a pharmacist.  She suggested I go to her website to learn more about the HCG diet and think about giving it a shot.”

“Honestly, I was skeptical, and if I hadn’t known Roxanne before, I probably would never have considered this, but I did and I lost 10 pounds in three weeks!  The program takes a total of six weeks.  I started in early November and by Thanksgiving I lost the weight.  The first three weeks include taking HCG drops sublingually twice a day and maintaining a strict 500 calorie/day diet.  Because the HCG works in your body to release abnormal fat for energy (between 1,400 – 4,000 calories/day), you’re not starving and women lose an average of between a half a pound and one pound per day.”

“In the maintenance phase, you stop taking the drops and increase your caloric intake to 1,500/day.  After that, you’ve essentially reset your metabolism, so your body actually fights to stay at the new weight.  Pretty cool, huh?  I’m eating what I want, but I want and crave much healthier, whole foods.  I rarely eat bread or starches and I think that is the big difference.  My clothes fit better and I’m so much more comfortable.  This week, I start a fitness challenge with All-Out fitness in Mahopac – now to build some muscle!  Good luck, ladies!”

Blog author, Lisa Kaslyn, is principal of Prosper Communications.  Her company specializes in search optimized communications, including public relations, content marketing and journalism, search engine optimization, social media and local-mobile marketing.  Her integrated programs generate traditional and digital media exposure that is designed to increase web traffic and Google ranking for her clients. For more information on Prosper Communications go to www.ProsperComm.com or email Lisa@ProsperComm.com.

By Barbara Weltman

Barbara Weltman

If you’re like most business owners, you don’t enjoy talking about taxes. But you should do it anyway because it’s good for you. The talk can save you more of your hard-earned money and keep you out of trouble with the government.

Talking with a CPA or other tax advisor is a great step for you do take. And the cost of the advice and other assistance is tax-deductible. But it’s only a partial solution for dealing with taxes related to your business. You, and not your advisor, make business decisions every day that have important tax implications, so you have to understand and factor in the tax cost or savings in each choice you make. For example, should you own or lease a car?  Should you hire a new employee or outsource the work? How can you enable your staff to pay for commuting or health care on a pre-tax basis?

Some things you might want to think about:

• The best way to get the help you need for your business without triggering problems with the IRS, the Department of Labor, the NLRB, or state unemployment departments.
• Ideas for obtaining the health coverage you and your staff needs without going broke.
• The most suitable retirement plan to use so you can save for the future on a tax-advantaged basis.
• The right and wrong (tax) way to look at a home office.
• Which apps can help you meet tax obligations and save you time and worry.

Let’s talk taxes…on Wednesday January 25 at the Professional Women of Westchester luncheon. Bring your tax questions with you. There’s a drawing for a copy of my book, J.K. Lasser’s Small Business Taxes 2012. And you might just come away with an idea or two that will save you money on your taxes.

Barbara Weltman is an attorney, prolific author with such titles as J.K. Lasser’s Small Business Taxes and The Complete Idiot’s Guide to Starting a Home-Based Business, and trusted professional advocate for small businesses and entrepreneurs. She is also the publisher of Idea of the Day® and monthly e-newsletter Big Ideas for Small Business® at www.barbaraweltman.com and host of Build Your Business radio. She is a member of Professional Women of Westchester and has been named one of the 100 Small Business Influencers for 2011. Follow her on Twitter @BarbaraWeltman.

By Cathy Wilke, president, Freedom and Fulfillment

Cathy Wilke, Freedom & Fulfillment

Business is built on relationships.

Good marketing creates those relationships.

Really good marketing actually touches the heart of the potential client/customer.

Great marketing makes the person feel so seen and understood that they never want to leave.

We all get the opportunity to connect with people whether it’s in-person, through e-mail, or on Facebook or Twitter.

Yet, I see so many business owners wrapped up in getting their message out to as many eyeballs as possible and using social media as a billboard/megaphone for their business that they’re missing the opportunity that social media provides to really make a connection.

You know when you meet someone for the first time and they ramble on about themselves incessantly without even asking you anything about yourself?  Well that’s how a lot of people–too many people–are showing up on social media.

It’s a Bad Scene Out There

In the old days, you met someone at a networking event and if you wanted to follow up with them, you either e-mailed them with a note saying it was nice meeting them and asked for another meeting or you called them saying basically the same thing.

Etiquette is Out the Window

Now after having a nice conversation with me at a networking event, you add me to your list and send me your newsletter.  No personal note, no acknowledgment that you know who I am or that we’ve spoken–I’m just number 287 on your list.

Hey thanks, just what I wanted, another newsletter in my inbox.

So instead of using the opportunity to deepen the relationship with me, I’m now just part of the herd.

And how do you think I’m going to respond to that?

Not that well, that’s for sure.

I might have offered to help you promote that event you were telling me about at the networking event we met at, but since you’re only interested in me because you want my attendance, then why should I put myself out for you when you’re clearly only interested in your own agenda?

I found your company on twitter and started following you.  You followed back.  I watch your tweets, I like what you’re doing.  You decided to randomly send me your newsletter.

I unsubscribed and now I’m no longer following you.

Jamming your stuff down people’s throats does not make them want to like you.

The Rules of Engagement are simple.

• It’s not a numbers game.
• One person with passion is better than 40 people merely interested.
• If you care about people, they’ll care about you and your business.
• It’s not about you, it’s about them. (And I can’t stress this enough)
• Creating connection and being of service are the goals–getting clients and making money are the outcome.  There’s a difference.

I have so much more to say about this but I’m going to leave it here for now.  I’ll talking about how to really engage a community around your business using Facebook, Twitter, Blogging and Newsletters on February 15th at Professional Women of Westchester’s “You, Your Business, Only Better” luncheon series.  I’d love to see you there.

In the meantime, come and share your experiences both positive and negative with being marketed to on-line and off (at networking events) on the Freedom and Fulfillment Facebook page:  https://www.facebook.com/FreedomandFulfillment

Hopefully it will help to raise awareness about how to make connections and build relationships.

Maybe together we can save the world from receiving unwanted newsletters.

How’s that for doing a service?

Cathy Wilke is president of Freedom and Fulfillment. She is a Business Alchemist and Holistic Business Coach. Cathy helps holistic practitioners and entrepreneurs market their businesses with Fierce Authenticity.  For more information, reach her at www.FreedomandFulfillment.com.

This past Monday, May 7^th, we hosted The Business of Blogging panel.  Moderated by SEO Communications specialist, Lisa Kaslyn of Prosper Communications, the panel was comprised of popular local bloggers, Stacy Geisinger of StacyKnows.com, Dagmar Bleasdale of Dagmar*s momsense and Elizabeth Nunan, head of Houlihan Lawrence’s blogging and social media communications.

In loving memory of your blogless business

Marketing and social media pro, Rhonda Hurwitz, offers an excellent recap of the discussion on her blog, “SheMeansBusiness,” including key takeaways for newbie and experienced bloggers.