Applying just seven key steps to your business will double your income, even our current economic times, promises national speaking coach, Sarah Victory.

            “Having worked with over 400 people in personal coaching situations in the past ten years, I can guarantee these seven secret steps will lead to business success,” explains Victory. “Some steps are proven strategy processes, some are marketing tools I have discovered will work with any situation.”

So where do you start?

            “Think magic,” says Victory.

            “Huh? What does that mean?" is the reaction she often gets in her presentations.  “By magic, I mean create a vision of where you would like to be in a year, and then apply the next six steps to achieve it,” she says.

            Victory points out that most people do not know what they really want. People tend to concentrate on what they do not want to have happen, worrying about all the negative things possible. She feels this just wastes energy that should be focused on their deepest dreams, what they really want to be or accomplish. Look for the positive extreme in all your life's possible outcomes, she emphasized.

            “Once you can clearly pinpoint that desire, you can direct that energy in a positive way,” she continued. “I have found the people then become committed to achieving their new goal and everything changes. That’s the magic” But, it does not end there. In fact, it is only a first step, huge, but still only the first.

            Victory says once the goal is clear, “positioning” is the foundation of a marketing strategy that guarantees a successful expansion. She suggests finding “an arena,” an area in your field that you know well and fits your vision. Then, concentrate on having an effect in that “arena.” Your company can not hope to conquer all the markets, or produce all the products, that exist in an industry, she says.

            “It is easier to make big ripples in a bathtub than a lake,” she says. “Find the key problems in your industry and offer solutions to them.”

            She advises clients to call industry leaders and ask them to identify problems, list concerns, and suggest their solutions. And, do not respond to this information by trying to determine what clients (customers) “need,” but what they “want,” Victory says.

Once you can articulate your position, you can begin to incrementally expand your business with targeted marketing. "To double your business, I am not advising anyone to go out and spend a lot on advertising," she cautioned. "In fact, several of these secret steps are low-cost guerilla marketing marvels. Master them first!" one is networking, which Victory says it mostly a commitment of time. Every profession, every industry, has numerous organizations and associations that serve it. She says join, participate and communicate and reap the benefit of word of mouth factor.

 "These groups are essential, and I work with people and their unique setting to develop just how to get maximum benefit from their links to an organization," she says. "The group may need speakers, or help with publicity, or copy for a newsletter."

 Networking can also apply to the media, notes Victory. Again, there are proven techniques to publicize your firm or company. Public relations are often an under-utilized tool.

"A good story will sell itself," she pointed out. The secret is letting the right media know. Reporters and writers are always looking for a good story. Give it to them! Or, another technique is to establish yourself as a knowledgeable industry source. Reporters need quotes under deadline and will pick the quickest, most reliable source.

(does your comment on not advertising apply to the general presentation?)

If you find you have a story or industry expertise, speaking is another proven marketing path. Victory says that once you begin to be recognized as a speaker, your credibility takes off.

"But, not everyone is a born speaker, so developing the confidence requires a commitment of time and willingness to train," she says. "But, the rewards are tremendous."

Victory uses a five-part "magic" formula for making a great speech. It involves making a list of content choices and a "super-objective," developing signature stories, putting them together in a storyboard and developing icons.

"The fifth step involves a 15-minute maximum technique, that helps the speaker avoid boring a audience," she says. "We all experience stage fright, but proper preparation, practice and patience will eventually make speaking a rewarding experience on many levels."

A logical extension of a successful speaking effort is publishing a book, though anyone with unique, new or well-organized information may find a market. She says books, again, lend credibility.

"I like to call them 'breakout books' since they can lead to even national recognition," says Victory.

She cautions aspiring writers to work with established publishers, and find editors and writers that can help refine and order your ideas.

"Just as we are all not born speakers, fewer of us are born writers," she cautioned. "Don't rush your idea to market without going through the proven editing steps."

There are thousands of books published each year, so an inferior product will die a quick death, she says.

But even with a well-written book, her secret to sales is having titles that sell. Victory says is not only the book's titles, but the subtitles, chapter titles, or “trailers.”  The same thing also applies to the promotion of products and the marketing copy.

"Get a phrase pool—the you and only you list of words and phrases to describe your book or speech," she says. "Results-oriented words preferred."

Talk with friends and ask them for suggestions. Research the titles at your bookstore or on Amazon, and write down the ones that grab you, she says. 

Victory notes that research shows there is a list of "the ten magic words" that evoke positive responses when used in titles and promotions. By incorporating one or more of them in a title or one-sentence hook line, readers or customers are attracted to them.

For example, using the phrase "101 New Ways to…" has been very successful with several authors. The process involves coming up with a many workable combinations as you and then living with for awhile, she says. Again, she suggests testing them with friends and/or industry figures.  If they elicit little reaction, move to the next choice, she says.

The same criteria applies to Victory's final "success secret," which is to find some great 'one-sentence hooks' for your business, especially if one chooses speaking or publishing as a marketing strategy. But, effective "hook" lines are also useful in promoting any business. It becomes part of the "branding" of your product or service.

"It must be powerful, memorable and repeatable," she says. "It must be important to the people who might buy it and should include a 'result' you can guarantee."

She advises clients to evoke a “tap broken, get plumber” response where you identify the problem and promise the solution. Surprisingly, it often appeals to both emotion and logic, so make sure you aim the message at what a customer wants, not necessarily needs. Finally, your credibility is tied up in this succinct message, so live up to your promise, she warns.

"As is clear, steps to doubling your business are not, except possibly the publishing option, expensive," Victory says. "What they require time to examine options, a focus on positioning your service or product, training to develop skills, and creative ideas for jump-starting marketing."