The Business Spotlight with Mike Garner

In this series of interviews, Elaine reaches out to service based businesses who are doing things differently. She loves to hear from coaches, consultants, service providers who packed in the day job and went for it. What lessons did they learn, what went well, what didn't go so well! Where did they find their first clients, what marketing strategy did they enjoy, what didn't work for them? What are their business values?

Elaine is on a mission to show you that you can do it! That it's possible. By talking to lots of different people who have gone in their own direction and are creating a life out of the usual 9 to 5.

In the Business Spotlight this week, we have Mike Garner. Mike is a Writer and Brand Storyteller, and has an incredibly interesting story from his original business as a translator to becoming a published author and copywriter. He has been a freelancer for 27 years.

In this episode of The Business Spotlight, I sit down with the talented Mike Garner, a seasoned copywriter and storyteller with a career spanning over 27 years. From starting as a translator at his kitchen table to becoming a master of brand messaging, Mike shares his unconventional journey, the lessons he's learned along the way, and the insights he now offers to service-based businesses looking to improve their marketing.

Key Highlights:

1. Mike’s Entrepreneurial Journey:

   • Mike’s career began out of necessity after missing a teaching qualification by 0.4%.

   • Starting as a translator in 1996, he transitioned to copywriting to embrace his love for creativity and storytelling.

   • Overcoming imposter syndrome and adapting to self-employment, Mike found his stride by building relationships and delivering results.

2. The Power of Clarity in Marketing:

   • Mike emphasizes the importance of clarity in defining your business goals, target audience, and unique value.

   • He explains how many businesses fail due to unclear messaging, offering tips to refine brand positioning for greater impact.

3. Transforming Brand Messaging:

   • Mike helps clients identify their unique strengths and stories, often drawing on life experiences to craft powerful brand narratives.

   • He shares examples of how understanding and articulating a brand’s transformation can attract ideal clients while repelling the wrong ones.

4. Lessons from Life and Career:

   • Mike reflects on how his varied experiences—from being a translator to studying history—shaped his skills as a storyteller.

   • He discusses how all life experiences, even those from childhood, contribute to transferable skills that can elevate a business.

5. Email Marketing CPR:

   • Mike’s practical advice for reviving “dead” email lists includes cleaning up unengaged contacts and honing clear, engaging messaging.

   • He highlights why focusing on an engaged audience is more effective than simply growing a large, inactive list.

6. Overcoming Imposter Syndrome:

   • Mike shares his perspective on imposter syndrome as a sign of growth, encouraging business owners to embrace discomfort as they step outside their comfort zones.

7. Networking and Finding Clients:

   • Networking has been a cornerstone of Mike’s success, including building relationships through groups and leveraging referrals.

   • He shares tips for new entrepreneurs, including starting on platforms like Upwork and Fiverr to build confidence and experience.

8. Insights on Storytelling:

   • Mike discusses the universal appeal of storytelling and its ability to create authentic, human connections.

   • He believes everyone has a story worth sharing and an audience eager to hear it.

Mike’s Advice for Service-Based Businesses:

• Invest in mentorship and training to grow your skills and confidence.

• Don’t be afraid to specialize and clearly define your niche.

• Embrace the unique value you bring to the table and communicate it boldly.

Resources Mentioned:

• Stories That Matter: The Everyday Stories of Extraordinary Business People – Mike’s book sharing real-life stories about business.

• Upcoming book: How to Show Off: A Beginner’s Guide to Speaking Your Truth Without Being a Dick — a guide to overcoming imposter syndrome and embracing your brilliance.

Connect with Mike Garner:

• LinkedIn: https://www.linkedin.com/in/mikegarnercopywriter/

• Website: StoriesThatMatter.co

My Final Thoughts:
Mike’s story is a testament to the power of persistence, adaptability, and clarity in building a successful business. Whether you’re a seasoned entrepreneur or just starting out, his insights will inspire you to embrace your story, refine your messaging, and market with confidence.