By Jennifer Covello

I’m sure if a seasoned PR person is reading this, they are likely screaming “NO!” at my very bold title. Everyone knows you must have an elevator speech if you are a small business owner. You need to have a quick way to tell people what you do at networking events, conferences, or press interviews.

This is a true statement but…

How many of us have been to endless networking events where we hear something like this:

“My business is about helping people discover their passions and live a healthy, happy life so they can be empowered to make positive changes for themselves and others.”

Huh? So what is it that this person actually does? Are they a weight-loss coach? Are they a life-coach? Are they a web designer? (Ok, not likely a web designer, but you get my point.)

Why is it that when we describe our business we have to come up with this fancy schmancy description of what we do? Why can’t we just tell it like it is? I think I know why.

It may be because you think people won’t accept what you do as important, so you need to make it sound like it is important. The other reason is, you really don’t know what you do, so you describe everything you do in the hopes that the potential customer will figure it out (and simultaneously, help you figure it out too).

Think about the last event you attended. Think about how other women business owners described their business. Did you have to ask them a dozen follow up questions to figure it out or did you get it the first time around?

I can remember oodles of events that I attended where I wasn’t sure if someone was trying to help me lose weight or buy their jewelry line. The result? I walked away confused and more importantly, they didn’t get my business. I figured if they don’t know what line of business they were in, how can they help me?

You may have dozens of business cards in your possession that will back up my statement. How many of these little guys say things like “Life Coach. Jewelry Consultant. Divorce Mediator”? Well, which one are you? And why are you making me work so hard to figure it out?

There’s nothing wrong with having multiple passions, but not all of them are your business. If you are a life coach, but you also sell jewelry, great. There’s no need to put both on a business card and there’s no need to tell people about all of your passions in three minutes or less. Know your customer and describe the one thing you do that will help them in that moment.

You may think you are telling people about all the cool things you do, but in reality, you are confusing them and they will have no faith in anything you are doing. Do I really want to work with someone who isn’t sure if she’s a life coach or a jewelry designer? If they can’t figure out who they are and what their business is, how will they help me figure it out?

So what’s a multi-talented mompreneur to do? Simple.

1. Know your product or service and talk about it like you do.

If you sell hand-made jewelry, say so. If you are a social media expert, declare it. Don’t surround your business description with a bunch of words that mean nothing. People don’t have time to figure stuff out anymore. We live in a Twitter world and people are busy (or lazy and need things spelled out for them, but that’s a post for another time).  Don’t make people work too hard to learn how you can help them. Just tell them.

2. Stop making what you do sound like you’re curing cancer.

Now before you get your feelings hurt and think I’ve insulted you, I know what you do is important to you, but let’s face it. Unless you truly do have a cure for cancer or can solve the education problems in the U.S, you need to tone it down a bit. Tell people what you do and how you’ve helped others, but don’t exaggerate. You’ll come across as fake and you will lose credibility before the words “awaken people’s passions” come out of your mouth.

3. If you don’t believe in you, no one else will either.

We can all spot an insecure person a mile away. They stumble over their words. They make little eye contact. If you want my business, you’re going to have to make me believe in you and trust you. I’m not going to invest my hard-earned money in someone who can’t articulate what they do with confidence.

Let’s face it. People are busy and they need your help. Did you hear me? People need your help, your gifts, and your talents. Otherwise, you wouldn’t have been blessed with them. Think about it. If you have a passion for making jewelry and this is your business, then speak up! “I make hand-crafted jewelry with precious stones for any occasion.” “I help people overcome their fear of flying.” “I help women understand baseball so they enjoy the game with their family.” (Ok – I know this last one is a bit silly but I just know this is a great business idea for someone, so consider this a freebie!)

In the end, it’s really about knowing who you are and valuing what you do. It’s not about trying to impress other people with all of your talents and skills. It’s not about defending who you are and why you do it. It’s about sharing your gifts with the world to help make people’s lives better.

And isn’t that why you started your business in the first place?

Jennifer Covello is The Purposeful Parent, an award-winning author, blogger, motivational speaker, and creator of Frittabello baby gifts. With her unique perspective on parenting coupled with her sense of humor and vast experience, Jennifer is able to relate to a variety of working women and the daily challenges they face like “SuperMom Syndrome”.

Jennifer has been featured on both radio and TV programs for her insights about her journey from corporate “cubicle dweller” to “mompreneur” and back again. She provides inspiration for all parents to help them succeed at the most important job they will ever have.

Jennifer is a native of Long Island, New York and had a corporate career in IT and Marketing.  She holds a B.S. degree in Management Information Systems from Indiana University of Pennsylvania and an MBA in Marketing Management from Pace University, New York.

Contact or follow Jennifer at:


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By Chelsea Duggan 

It’s Summer time and you could use some rays. Why not head to the pool with your notebook and pen for some impromptu business fun in the sun? What will you find at your local water park? The answers you’ve been looking for and a sunny smile on your face.

Pack your bag to stay cool and take a calm moment to make a list of the three things you wish you had the answers to for your business. My list includes the following questions: 1) How can I improve sales of current products, 2) How can I best expand my product offerings, and 3) How can I best meet my customers needs? Throw in some sunscreen and snacks plus a few business give-away items – I’ll bring copies of our recent book to share with those I connect with.

Stake out the perfect spot where you can easily strike up conversations with as many potential customers as possible. This isn’t the day for a hard sell so relax a little and enjoy chatting up your neighbor. Get to know them and let them know you. Ideally, you’ll hit it off and be able to ask your questions and get some great insight. Keep it low pressure and don’t be afraid to move on if the conversation isn’t proving fruitful.

Just like you don’t want to forget sunblock there are a few key points to consider in your search for answers. Keep in mind that casual conversations will take their course and that you may not be able to ask all of your questions to a single new friend. Instead, keep the vibe easy and focus on surveying a large population. You may also find that you really connect with someone and you might go off topic and put her in your shoes, asking what she would do in your position. You may open yourself up to possibilities you’ve never considered.

Summer brings plenty of opportunities to make work feel more like play. You can continue to canvas customers at your local coffee hang out, at the forest preserve or at a picnic. As you learn more, let your questions evolve and gain confidence that you can grow and rise to meet your business challenges. Go ahead and mix business with pleasure and have a great Summer.

Chelsea Duggan:: An entrepreneur, parent and advocate for early childhood development through creative education, Chelsea Duggan is the Founder and Director of Milestar Babies. This innovative online resource enables busy parents to have an influential impact on newborn children, up to three years in age. Chelsea’s background in education – a passion she shares with her two children, so they themselves can enjoy a lifelong interest in learning – is at the center of Milestar Babies. That commitment to excellence starts with shared moments and teacher-designed lessons, which parents can further customize, so children can discover, synthesize and pursue their own discoveries. Chelsea believes that every child is an amazing individual, who deserves to learn at his or her own pace. This kid-tested, parent-approved philosophy is Chelsea’s distinctive concept, complemented by the convenience of the Internet and her dynamic site. A graduate of Northwestern and a member of the Chicago Women Entrepreneurs Network, Chelsea welcomes the opportunity to interact with parents and children throughout the nation and the world.

By Terri Fry Brukhartz, PCC, CPCC

I’ve just returned from a vacation in San Francisco. Boy, did I need it! It can seem difficult to go on vacation, especially if you’re a solopreneur. Many small business owners are afraid they won’t have a business to return to if they leave.

Several years ago I had a client who was scared half-to-death to leave. After much thought, he finally left for a week, explained to his clients that he would be going, recorded ‘vacation’ voicemail and email messages, and off he went. His business was not only waiting for him, but nothing bad happened. Now he takes vacations at least annually. He has gone from being a one-man show to a four-person operation. Going on vacation didn’t impeed his growth a bit.

His mentality has changed, too. He and I were having lunch recently and he told me that his whole company is considering working out of the country for January since it’s generally a slow time. He just thinks it would be really fun to live in another country for a month and they can work remotely, so why not?

I’m not saying that my client’s business grew because he went on vacation, but it definitely didn’t hurt. Here are three things you and your business will gain by leaving it for a while:

1.    Get Energized. If you’ve been feeling like your business is running you instead
of the other way around, you need a break. This is the time that you are most likely
to believe a vacation will sink your business; but it’s also the time that
you are most likely to benefit. If you’re running yourself ragged, you’re not
serving your clients or customers as well as you possibly can. Take a break and
get energized – even if it’s just for a long weekend.

2.    Gain Perspective. When you return refreshed, relaxed and reinvigorated, you will
also see your business with a fresh pair of eyes. You’ll see things that need changing.
You’ll have new ideas. You’ll also see what you’re doing right!

3.    Gain Peace of Mind. This one is awesome. When you leave, you’ll have something
you didn’t have beforehand. You’ll have peace of mind knowing that you can leave
and your business will be waiting for you upon your return. Next time you decide to go,
the decision will be easy.

It’s summer. Do yourself and your business a favor. Take a vacation and really enjoy it.
You’re business will be waiting for you when you return. Plus, you’ll have the confidence
to go away again without worrying so much about it.

Terri Fry Brukhartz, LCSW, CPCC, has been helping business professionals make more money, do what matters and thrive on their successes since 2001. Coach Terri began her career in 1982 working for advertising agency Leo Burnett and the internationally acclaimed TV conglomerate, CBS.  In 1987, Coach Terri started The Fry Group, Inc., a publishers’ representative firm. Clients included Details Magazine, Men’s Health, and Harvard Business Review. With her husband, two kids and two dogs in tow, it’s a wonder Coach Terri has enough time to get everything done – much less go on vacation! She resides in Chicago but works by phone with entrepreneurs around the world. Feel free to contact her by e-mail or call 708-386-0500.

Do your children misplace items? Do you have trouble keeping track of their items that seem to match every other child’s? Oliver’s Labels might be able to help!

How it all began from their founder:  “It all began with a small idea to keep Oliver, my nephew, from losing his stuff. After seeing the overwhelming positive reaction from his teachers and other parents, I realized there was a huge demand for high quality labels. I used my 6 years of experience in the printing industry to develop a label that was both durable and beautiful. The business was born and now our full-colour designs and exclusive Found-it™ tracking system are a few of the things that set Oliver’s Labels apart from the competition.” – Debbie

Label your shoes, your toys, your clothing, your school supplies, your camp necessities; anything! Oliver’s Labels has a label for just about anything. And they pride themselves on top notch customer service. This is directly from their website:

Customer service policies.We strive to give our customers the best possible experience with Oliver’s Labels. After all, the best compliment a customer can give us is a referral. To read more about our customer service policies, click here.  Or, if you have a concern or complaint, don’t hesitate to contact us and let us know.  We value your feedback.

Now, through June 10, their camp package is $20 off. This means you can get 20 original labels, 50 mini labels, 14 shoe labels, 30 iron on clothing labels, 35 stick-eez clothing labels and 2 large tags for just $38.99! It’s a fabulous deal that you don’t want to miss! Buy it here!

For more information, contact Renee directly via her Facebook page!