Monique Q Caradine

On Friday March 16, 2012 I voluntarily ended “The Monique Caradine Show” which aired every Friday on WVON 1690 AM in Chicago.  It was a difficult but necessary decision for me.  I love talk radio and I adore WVON for providing me with a powerful platform for so many years.  

WVON is the place where I “cut my teeth” in the radio game.  It’s where I revolutionized the news department, integrated “email” as a new way to talk to our listeners, won awards as their youngest-ever midday host and realized the value of empowering my community.  

Since day one, WVON’s president and General Manager Melody Spann-Cooper (who has been like a big sister to me) has allowed me to explore and experiment with so many of my crazy ideas as I created my unique brand of talk radio.  She allowed me to discover my voice.  I will always grateful to her for that!

However, as I looked toward my future, I knew that I did not want to spend any more of my time on air, re-hashing some of the same old ideas I did when I first started there back in 1996.  

As I approached the end of my tenure with WVON, I had made a commitment to move the tone of my conversation in a different direction– toward new ideas on self-reliance and harnessing our personal power and away from what I felt was too much talk about victim-hood and endless blame of others for our problems, followed by too little action to change things.  Ultimately, however, I decided that the best decision for me was to focus on growing my business and on projects that were profitable, innovative and that generated a return on my investment.

Nevertheless, I will always hold the WVON family close to my heart!

On leaving FOX Chicago/my50 Chicago…

On Tuesday, March 20, 2012 I was abruptly (and very nonchalantly) released from my position as host of Perspective on my50 Chicago.  

Here’s a snapshot of how it played out:

- When FOX decided to launch Perspective in 2008 they brought me on as the host at the recommendation of Melody Spann-Cooper (again, my gratitude to her).  From the beginning, they apologized that “there wasn’t a big budget for the program” so my talent fee would be “small.”  Indeed it was, but I agreed to do the show anyway.

- After year one-and-a-half, budget cuts took effect due to the economy. Staff was cut and management changed but Perspective and  I  survived.

- I had always been hands on with the show, not just hosting but also helping to produce, book guests, write scripts and promote it through my social media outlets, my radio show and at speaking engagements.  Despite my repeated requests, FOX made no effort to promote Perspective.

- I made it my duty to check in with Mike Renda, the General Manager of FOX on a regular basis.  About every other month I’d meet with him to discuss Perspective, make sure we were moving in the right direction and run ideas past him.  He always had positive feedback and was consistently encouraging and optimistic about the show.  We seemed to have a good rapport.

- In December of 2011, as the economy started to turn around and the show’s ratings steadily improved, I began to talk to Mr. Renda about a talent fee increase.  I was given the impression that that was indeed possible come early 2012 (it was kind of a “let’s look at the numbers” situation), so Mr. Renda and I set a meeting date in February to have the “money” conversation.  I knew there were no guarantees, but I believed a talent fee increase was at least possible.

- The “money meeting” date arrived and I went to Mike Renda’s office as usual with a happy disposition, ready to discuss compensation that was fair and better suited for me as host, writer, booker, promoter and co-producer of Perspective for the past four years.

- Before I could put my money request on the table, I was abruptly told there would be no increases and that in fact, they might be moving the show “in a different direction.”  Mr. Renda said a decision would be made in two weeks.  I left the office surprised but I proceeded to the studio.  I had two shows to tape that day.  

- Three weeks later, I phoned Mr. Renda to get an update and was cavalierly told that indeed, there would be a new direction for Perspective  and that new direction did not include me.

And that was the end of it!

Was my release due to the fact that I had the audacity to ask to be paid what I was worth?  I’m not sure but it certainly seems that way.  However, I hold no negative feelings about it.  I did a lot and learned even more during my 4 years at FOX.  One of my biggest lessons learned is that you must know your value and command that others acknowledge it as well, from the outset!  Secondly, I learned that everything that glitters is not gold!

What’s next for me?

Since leaving WVON and being released from FOX, I have had more opportunities to do what I love. That includes doing voice overs, speaking, coaching and training others on marketing, branding, entrepreneurship and the power of  media.  Each and everyday, I wake up excited about working with people who are smart, creative and visionary!  Now, I only work on projects and with people that I choose to work with!

Sure I still love hosting and producing TV and radio shows and will continue to do so independently and if the right opportunity comes along.   Yet, I must say, it’s amazing what happens when you stop stepping over dollars to pick up pennies.  Now that I can focus on growing a profitable business, I’m actually growing a profitable business!  Momentum Media Group will be a “gamechanger” in the marketplace!

I have a new freedom and  a new sense of purpose but I still have the same passion for empowering people through media.  So even though you won’t hear or see me on the old media outlets, I’ll still be doing my thing and sharing my message because absolutely nothing can stop me.   

It’s time for a reality check when it comes to your marketing tactics.

There are a few questions you need to answer—seven to be exact—that will either make you feel really good about your marketing or they’ll confirm some harsh truths you may finally need to face.

Here are my questions.  Answer them honestly, then get ready for a breakthrough: 

1.) Have you ever had days, weeks or months go by in your business when there is no foot traffic, no new inquiries and no revenue coming in and you can’t understand why?

2.) Does a chunk of your customer base seem to be disappearing?

3.) Have you spent hours per month at networking events, handing out cards and following up with complete strangers to no avail?

4.) Do you advertise in the media but only get mediocre results?

5.) Are you putting in hours each week trying to market your business to your customers through email or direct mail marketing only to get a very small response?

6.) Are you the BEST at what you do but still it seems as though the people you market to just aren’t as excited about your service or expertise as you are?

7.) Are you frustrated by people constantly beating you down on price and always trying to talk you into discounts, deals, bartering or the “hook-up?”

If you answered yes to most of these questions, then something BIG is about to change in your business right now.  That’s because you may have just tapped into this reality:

Are you reaching the right market?

The market that you’re marketing to might be telling  you they’re really NOT your market.

Look at your product or service then take a very close look at the people you’re marketing to.  Have you effectively conveyed how you can make their lives easier or better?  Have you effectively shown them how you can solve their problems?  If so, and your audience is still not responding, THEY ARE NOT YOUR MARKET. 

If you know your prices are competitive yet you have to constantly explain why you “charge so much,” THEY ARE NOT YOUR MARKET!

Sure they may NEED you but they don’t want or value you…THEY ARE NOT YOUR MARKET!

How I came to this reality in my business

A few years ago, I started using the internet to expand my market and grow my brand.  Being rooted in Chicago my whole life, it was kind of scary to spread my wings.  Yet, almost immediately I noticed that my message of “publicity power” was resonating with people all over the world.  I was attracting clients from as far away as Australia and the UK. 

They didn’t haggle with me on pricing.  It wasn’t difficult to do business with them.  They valued and wanted what I had and I gave it to them.  Win-win situation.

This experience opened up a whole new world for me.  It told me that while I may have been comfortable marketing to a certain group (because they look like me or have things in common with me), that doesn’t necessarily mean that they are truly my market.

Let me give you a perfect example: 

My VISIBILITY Bootcamp is one of the most powerful and practical business development events in Chicago.  I give participants resources, tools, scripts, templates and a whole new understanding of the unlimited potential of their business during a 1-day collaborative mastermind workshop.

Super early-bird pricing was $199.  Then early-bird pricing went up to $399.  Now the event is at $599.  Now, past participants have valued this event at $2,000 because it provides you with an immediate and dramatic shortcut to success.

Yet, I get feedback like this posted to my blog:

Tony said:  $399?  I got bills to pay!

Selenia said: Let me know when you have something cheaper…

Cheaper?!?  Their statements made two things clear:

 1.) They’re not my market

 2.) They will be right where they are now, come this time next year because they don’t see value in investing in themselves and their businesses.

I know you may feel like rescuing these people from themselves–I’ve spent countless years doing this– but you can’t. Stop trying to be their hero.  If you keep trying to save a market that doesn’t value your brilliance, you will go broke.  

The only way you can help them is if they have a mindset shift.  Once they have that, they’ll come and find you.

So if you know your product or service is phenomenal and you know you’re positioning yourself well but your business has yet to breakthrough, it may be time to get honest with yourself and re-examine your market.

So how do your solve this problem?

Take a real close look at your strategy.  If you’re doing the right things to position yourself in the marketplace and you’re not getting great results, you need to re-assess who you’re marketing to.  This is also an opportunity to tighten up YOUR game.  Invest in some expert insight from a marketing strategist.  Get some recommendations on what you can do differently or better.  

You should also consider upgrading your product, service (and overall vision) and start targeting new potential markets with:

1.)    higher incomes

2.)    different zipcodes – in different communities, cities, states, countries

3.)    within a certain age range exclusively

4.)    within a specific gender

5.)    a certain lifestyle

6.)    certain aspirations

 In other words, find the people who are looking for you.  Don’t keep beating your head against the wall with a market that doesn’t appreciate what you have to offer.

The definition of insanity is doing the same things over and over while expecting different results.  That saying applies to your business.  If you keep marketing to a deadbeat market your current situation will NOT change.

So today, what are you willing to do differently to get a dramatically different result?  Could it be time to change your market?

The vast majority of small businesses that I come into contact with do not have a solid marketing strategy or publicity plan.

About 90%  of those I meet use what I call the “hope and pray” marketing strategy.  Actually, If I’m honest, that number may be significantly higher.

For those who do have some kind of strategy in place, I often find that it is one or more of the following:

 □        Hap-hazzard.  I don’t get the unsystematic method some small business owners use to promote and market their stuff.  They’ll send a generic eblast out now and then and hope for a miracle.  Well, in today’s crowded marketplace–where choices are many–to those folks I say, keep hoping.

 □        Outdated.  Why are people still advertising in the yellow pages (or any other “pages”) thinking that’s going to get them tons of business?  This is not 1974!

 □        Untargeted.  I long for the day when entrepreneurs stop trying to market to EVERYBODY and start marketing to the people they can best serve. Everybody does NOT need to like you.  The only people who need to like you are the specific ones whose problems you solve.  Period.  Focus on them and you’ll uncover a goldmine.

□        Unprofessional.  If one more person hands me a business card they made at home with computer paper from the local office store I swear I’m going to scream!  If I get one more eBlast from someone I don’t know blatantly saying buy this, that and the other thing, I promise you, the West Englewood girl in me will come out!!  

□        Unleveraged. There’s a ton of free publicity opportunities in local media that go untapped because entrepreneurs don’t know how easy it is to leverage the media.  Why not try to get a slot on ABC7’s midday newscast if it means thousands of your potential clients will see you?  Is there no value in that?

So here are 3 easy ways to turn this dismal situation around.  They all have to do with positioning yourself for media visibility.  With these simple media VISIBILITY strategies, you can catapult your business to a new level within 30 – 60 days.

1.) Start showing yourself wise by writing simple how-to articles.  If you’re not a writer, don’t flee in panic.  How-to articles are not the research papers you dreaded in high school.  All they require is that you share what you know in simple steps.  If you downloaded my Publicity Virgins e-book, you’ll see how I take my media and publicity knowledge and just break it down into steps to help you apply the strategies.  BENEFIT: Articles position you as an expert.  As you do more articles, your audience will come to like and trust you and potentially even hire you.  Because of an article I wrote and posted on EzineArticles.com a few years ago, a client hired me for a small $3,000 contract.  It wasn’t much but it certainly helps the bottomline. Also, as you put yourself out there, the media will come to respect you and eventually seek you out for your expertise.

2.) Start studying the media outlets you want to be in so you can “fit in.”  I can’t tell you how many people claim they want to be on my shows but have never heard or watched me in their life.  WTH?  If you want to be featured in MONEY magazine, you better know what the writers in MONEY are talking, writing and blogging about.  In fact, as you get to know their angle, start communicating with them.  Start building a relationship with them.  Compliment their brilliant work.  Then offer your own expert angle.  Pick your outlet and start doing that today.  Do it well and it could lead to a regular feature = free publicity = more valuable visibility for you.

3.) Get to the point! Crystalize your message with a call to action.  Whether on your blog, facebook, twitter, YouTube or on successfully leveraging traditional media, your message should always be crystal clear and always have a specific call to action. I show people how to do this in a manner that is gracious without being salesy, slimy or overly promotional.

I once heard marketing genius Dan Kennedy say “people are like sheep and need to be herded.”  Once I got over being slightly offended by that statement, I said, “you know, he’s right.”  Most people need clear, specific direction.  Give them one specific thing to do to connect to you.  Invite them into your world elegantly and in the spirit of giving and the long-term benefits of that relationship will be mutual. 

Eventually, your audience will become as eager to invest in your products and services as you are to invest in them by sharing high-quality knowledge and solutions to their problems.

I’ll be teaching these strategies AND handing you my signature 5-step VISIBILITY Blueprint at the upcoming 2-day VISIBILITY Bootcamp.  10 spaces are available only for the most visionary, action-oriented entrepreneurs.  Grab your space at http://VisibilityBootcamp.com