Do It! Marketing Blog: Marketing for Smart People™
After working with over 500 consultants, speakers, coaches, authors, and service professionals, I found 5 big shifts for mindset and skillset improvement are vital to the success of folks who are ready to make the leap to a high-fee business model.
We’ll dig into the details behind all of this to get you ready to rock in the world of high-fee programs during this special "High Fee Mastery" masterclass on May 10 but here are some gold nuggets and things for you to think about before then...
1. The first mindset shift is around money.
Here’s the sound bite: What’s expensive to YOU is not expensive to others.
YOU are not your client.
You need to understand that if you’re someone who drives a Toyota, there are people buying Ferraris.
If you live in a $500,000 house, you can have prospects who live in a $5 million house.
You have to get out of your own way when it comes to charging premium dollars for your premium programs.
"I could never charge that much" is a nonsensical statement. What you really mean when you say that is you would never pay that much – and that’s what’s killing your business right now and keeping you stuck in low-fee hell.
You need to charge what will attract the right kinds of prospects and will REPEL the wrong kinds of prospects.
2. The second mindset shift is that making a lot of money in your business is hard, complicated and overwhelming.
I’m here to tell you it can be easy, effortless, and enjoyable.
You don’t need dozens of moving parts and emails and websites and landing pages and technology and a hundred marketing jobs to do every day.
Making crazy money can be crazy simple.
I know this because I’ve done it both ways.
The hard way AND the easy way.
Many of my clients have done it both ways and guess what? The easy way is better.
High-fee simplicity ROCKS and the more you simplify, the more you will boost your focus, momentum, and results.
3. The third mindset shift is around the way you deal with distractions.
Let’s say you join the High Fee Mastery program that we’ll talk about later.
You start to build some momentum – you begin to see the light on how much leverage you can build into your business – and you even start to implement the first few steps of the program and you might even begin to see early results.
Then – BOOM – it happens.
You let yourself get distracted.
Shiny object syndrome.
A new opportunity.
A new offer from some internet guru takes you off track.
You feel you have to buy this new software or spend a lot of time engaged in this new social network that’s going to be the next Facebook.
But here’s the thing: every time you get distracted like that, it diminishes your chances of generating the high-fee success you deserve.
Success comes to those who focus relentlessly on one or two primary high-fee strategies and give them all they’ve got – day in, day out, rain or shine, happy or sad, feel like it or not.
You need to become a high-fee focus ninja and train yourself to immediately deflect and dismiss ALL distractions that keep you from making the kind of money you know you can make with some discipline and focus and depth.
Stop being a guppy skimming the surface and become the shark who swims in deep water and never takes his eye off the prize.
4. The fourth shift is mastering high-fee sales conversations.
Getting much better at them. And being way more comfortable qualifying (and disqualifying) so you focus like a laser beam on the exact prospects who you want to serve, who you can really help, and who will gladly pay for your high-fee programs.
And learning to reframe a sales conversation as an enrollment conversation.
Not even enrolling people in your programs but enrolling people in the execution and realization of their desired outcomes and results.
And that is much, much easier.
Nobody wants your program – everybody wants their specific outcomes and results. More on that during the masterclass.
5. The fifth and last shift – knowing in your bones that the higher the fees you charge, the more commitment you’ll get from your clients.
This is true in your 1-on-1 programs like coaching and mentoring and it’s also true in your high-fee group coaching programs and it's true for your high-fee consulting services and also for your high-fee mastermind/elite access programs.
The higher the fee, the higher the commitment, the higher the commitment, the greater the level of client execution.
And the great the level of client execution, the better results your clients will experience.
So it actually SERVES your client better to charge premium fees because it leads to greater action and better results.
Unconditionally and across the board, I’ve seen this play out in dozens and dozens of different coaching, consulting, and professional service businesses.
Ready to get serious about your high-fee success?
Join me for this zero-cost advanced training and let's get your high-fee business model up and running and generating serious cash flow for you in the next 60-90 days.
These don’t need a lot of explanation on my part - especially because you’re getting “copy and paste”-ready emails you can quickly adapt to your specific situation and then hit send!
The first email template is more appropriate for your corporate prospects.
And the second email template is more appropriate for your small business /entrepreneur prospects.
In both cases, the approach and the mantra is “Invest 2016 Dollars for Your 2017 Success” (in fact, that would be a pretty good subject line for a standalone email blast if you wanted to "go big" with this idea).
Here's your template for your personalized 1-on-1 emails to corporate folks:
Subject: Peter - Thank you and crazy idea
Wow - time flies! Wanted to follow up with you from our meeting back in September. Thank you so much for your kind words about my book and how relevant those ideas are to your team.
AND - here's the crazy idea: I know it's end-of-year crunch time but if you have some "use it or lose it" budget money left over for the US division, would it make sense to order Do It! Marketing books for everyone? Depending on how much I can help you spend that budget (Ha!), we can also talk about presenting customized seminars for your team.
Again - wacky idea. But I didn't want to let November and December slip away without reconnecting and asking you. What do you think?
And now for your small business and entrepreneur clients and prospects:
Subject: Steve - possible icing on the cake?
Thank you for connecting with me a few months back about the possibility of doing some work together.
I generally don't give tax advice... scratch that - I NEVER give tax advice... but this is the time of year that my clients, both old and new, tend to start working with me OR renew their marketing program because:
Tax savings - Offset 2016 income OR add business deductions to lower overall taxes due. Let Uncle Sam chip in to help you grow your business.
Credit card or loyalty points - Want to keep that hotel status? Are you just a few thousand points shy of getting bonus airline miles or the next level up on your favorite credit card loyalty program? Invest now and crank up the points so you maximize your benefits.
So if you've been on the fence about our possible collaborations, this is the time to consider one of the following programs:
1. Private Marketing Mentor Program
2. Do It! Marketing Platinum Mastermind Program
To see if one of these is a fit for you, please email me -- OR let's set up a time to talk by following this link. (link to your scheduling software - I use ScheduleOnce)
Looking forward to discussing what YOU are up to and how we can make your business more focused, more profitable, and more fun in 2017 and beyond.
Send a dozen of these emails starting right now - and then please DO let me know how many thousands of dollars in 2016 revenue you’re able to add to your bottom line over the next 30 days.
p.s. If YOU yourself are in one of the above situations (i.e. considering working with ME either as your marketing speaker or your marketing coach), these reasons are just as valid for YOU to get in touch with me over the next 30 days as they are for YOUR clients and prospects to get in touch with YOU.
Now get behind that computer and DO IT!!!
And then leave a comment below with your questions, thoughts, and advice on the ideas above.
Are you a DO IT freak? Awesome!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!
You should have been here - in my office - 5 minutes ago.
This whiteboard was FULL - and I mean jam-packed - with ideas, notes, bullets, to-dos, action items, brainstorms, and some jottings about the "next big thing" for our professional speaking and inbound marketing firm.
Perhaps you have a similar whiteboard in your office. Or a wall filled with post-it notes. Or plaques and awards on your bookcase. Or other visual reminders of where your company has been and all that you have accomplished.
Tremendously exciting. Truly.
The only problem: it was tremendously exciting in your past. With every day, every week, every month - hell, every hour - that you do not ACT on those ideas, they start to turn on you.
They are no longer motivators - they are pacifiers that remind you how great you WERE. What you imagined would BE. And what - for better or worse - didn't quite turn out the way you envisioned last week, last month or last year.
In my case, my office whiteboard was holding onto ideas and initiatives from 6 months ago. Yikes! Totally useless to me today. EXCEPT it made me feel good about how gosh darn smart I am and what big plans I have/had (NOT!)
When Steve Jobs came back as interim CEO of Apple in 1997, he had every award, plaque, and completed project plan removed from the walls and hallways of Apple. He did not want any visual reminders of the past. All he wanted his teams to see was their future.
NEW plans, CURRENT prototypes, and UPCOMING projects were all over Apple's hallways, offices, and conference rooms. Everything was future-focused and kept rigorously up to date.
What do you need to erase from your whiteboard? Which awards should you put away? Which of your accolades are keeping you stuck in the past?
Put that stuff away.
Look to your CURRENT future. In the words of Steve Jobs - it will help you "Stay hungry. Stay foolish." And it will help you achieve your NEXT level of "insanely great."
Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, professional services marketing, small business coach, motivational speaker, leadership, professional speaker marketing, marketing coach, marketing strategist, motivational speaker marketing, speaker marketing, small business marketing, thought leadership, small business marketing speaker
Should you speak for free?
Yes - if you do it in front of the right people who are in the right room for the right reason...
And along the way to answering this question in more detail, you're also getting your 80-20 Speaking-as-Marketing strategy so let's dig in...
Research from professional services marketing firm RainToday.com shows that the #1 source of new clients and new business is "Speaking at conferences and events."
But how do you get started? And what if you're a professional speaker or expert whose goal is to get PAID to speak (at least sometimes)?
The bad reputation around free speaking is that most people speak for free when they have no idea how to find paid speaking.
And let's define that even further because there are two kinds of paid speaking:
- Paid to speak = professional experts who speak for a fee
- Paid because you spoke = no-fee lead-generating speaking to select groups of your ideal clients / focused target market
If you're doing anything other than those two, you are spinning your wheels, wasting your time, and getting frustrated and mad. And I don't blame you!
As I like to say, “Only idiots speak for free.”
In my opinion, in fact, there is no such thing as a "free" speech if you know what you're doing. You are always getting paid - either in dollars (nice!) or in leads (nicer!) or in sales (nicest!!)
Sadly, many executive and entrepreneurs do NOT know what they're doing when it comes to speaking as a marketing strategy. But don't worry - I'm here to help you get this right once and for all.
Here’s a quick checklist to help you decide when you should speak for free - and when you should not.
Speaking for free is stupid... IF:
- You've bargained your rate down from your usual fee to zero
- It's a random invitation to speak to a random group
- You're creating a whole new speech for a no-fee gig
- They promise you "good exposure" (hint: exposure has never bought groceries or paid the mortgage. Weird, right?)
- Other speakers at the same event are speaking free (if they jumped off a bridge, would you follow?)
- You would not proactively target this specific group / conference / event in your regular marketing
- They put overly rigid restrictions on what you can do, say, and sell at the event
Speaking for free is smart and profitable... IF:
- Based on factors that you've identified, there's a high likelihood that your next 2-3 high-ticket clients are hiding in that audience
- You've researched and found proof that it's an event with the right people in the right room who are there for the right reasons (your people who have your problems and are looking for your solutions)
- You're delivering your signature speech that implicitly sells your products, services, or programs (consulting, coaching, professional service, etc)
- The organizers aggressively market to fill the room and offer follow-up to drive people back to your offer (via email, website, blog, giving you the registration database, etc.)
- Other speakers have generated strong sales by speaking to this same group
- You have proactively targeted this specific group / conference / event as one of your "dream revenue opportunities"
- They put very few or no restrictions on what you can do, say, and sell at the event, after the event, and on an ongoing basis
Whether you're an executive, entrepreneur, consultant, or high-fee expert, you need an 80-20 speaking-as-marketing game plan.
It's called 80-20 because even if part of your business model is to get paid to speak, you'll do much better speaking for free 80% of the time and getting paid 20% of the time.
Here's some quick math to help you operationalize this (whether paid speaking is currently part of your business model or not):
PAID SPEAKER model:
GOAL = 2 paid speeches per month @ $5,500 fee
8 free speeches per month to high-probability groups of prospects
= 2 speeches per week with specific call to action, offer, or next step to drive sales
GOAL = 2 high-ticket clients/ projects per month @ $15,000
8 free speeches per month to high-probability groups of prospects
= 2 speeches per week with specific call to action, offer, or next step to drive sales
So as you can see - the two models are incredibly similar.
Speaking-as-a-marketing-strategy works whether you want to pursue paid speaking OR NOT.
In fact, a whole lot more possibilities open up if you have more to sell than just "another speech" to another group.
Something to think about to help you boost your success:
What would YOUR speaking-as-marketing strategy look like?Want some smart strategies to help you generate more revenue, profits and sales every time you speak? Of course you do - so grab your Speaking Profit Maximizer cheat sheet...
Perfect for speakers, consultants, coaches, authors, experts, and thought-leading professionals who want to generate more money from speaking.
Love these ideas? Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star :o)
Have you noticed?
Email open rates are down - click through rates are down - and sometimes, no matter how large your subscriber list may be, you find yourself asking, "Is anybody out there?"
Bad news: Chances are that if you're doing email marketing the same way that you were doing it 10 years ago, 5 years ago - or heck, even 2 years ago - your email strategy is getting less and less effective.
And you're probably not even sure what's broken or how to fix it.
Here's the deal - email marketing is about relevance.
Email marketing is about value.
And email marketing is about connecting with the right people at the right time for the right reason.
This final element is EXACTLY what's missing in your current email strategy!
Meaning - you are treating all your email subscribers, blog fans, and social media followers in the exact same way.
Some of these folks are receiving their very first communication from you.
There is zero "know-like-trust" factor at this point.
And they might not even quite know how they landed in your world - was it a Facebook ad, blog post, Twitter link, video?
They were just mindlessly surfing and BAM! they found you.
Now, compare that to the communication that you'd send to your very best paying clients. People who already have a deep, trusting relationship with you and who have already invested in your company's products, services, and programs...
Would you treat them the same as a first-time website visitor?
If this sounds like the way you're doing email marketing, then the missing piece for your business is a well-defined marketing funnel.
A marketing funnel is simply a fancy word for a programmatic sequence of touchpoints - emails, videos, blog posts, webinars, PDFs, and other helpful communications - delivered in a specific sequence to a specific subset of people specifically interested in a certain one of your products, services, or programs.
A marketing funnel is your lifeline that keeps you connected to prospects who are at various phases of the buying cycle - from merely interested in the topic (browsers) all the way to committed to investing in your solutions/services (buyers).
A well-designed marketing funnel will take a cold lead from initial contact to signed contract in a pre-determined sequence designed to both add value, and invite offers to your relevant investable opportunities.
Without a marketing funnel in place, you will never get off the "feast or famine" revenue roller coaster.
And worse, you risk alienating people who are NOT interested in buying today while completely missing out on sales to the hot prospects who are ready to buy right now.
Here are the 7 reasons your email marketing is getting less and less effective:
- Treating all your email subscribers the same - whether they've been on your list for 10 years or 10 minutes
- Not segmenting your email list based on relevance, interests, and behaviors
- Constantly nurturing and never making any offers (aka selling). An email strategy that's based on adding value without ever making an offer is a surefire path to disappointment and complaints that "email marketing doesn't work"
- Constantly selling and never adding value. Similarly, if all that your subscribers get from you is an endless parade of direct sales pitches for your products, services, and programs, they'll unsubscribe in droves ("Buy this - buy that - Buh bye!")
- Not being programmatic in your email and content marketing. Who gets what and when and why? Hint: This can easily be set up with a simple marketing funnel and put into operation in your business over the next 7 days. Here's how >>>
- Not having different marketing funnels for people in different phases of the buying cycle. My friend, Scott Oldford, calls these three phases - people on the sidewalk (first-time visitors aka browsers) - people in your slow lane (interested but not committed to buy) - and people in your fast lane (committed to solve their problem and highly likely to buy from you)
- Thinking that marketing funnels are too complex, or only for the "big guys" who have tens of thousands or hundreds of thousands of emails or get tons of traffic to their website. Nope - marketing funnels are for YOU no matter how large or small your current list might be. As a matter of fact, the sooner you get this right, the faster your list will grow!
The great news: You can start right now - whether you have 10,000 subscribers or 10.
If you want to build your list exponentially faster - and have your subscribers, fans, and followers a. stick around a lot longer and b. buy a lot more, then you'll get busy implementing marketing funnels in your business right away.
If you want more help with building out YOUR marketing funnel, join me and Scott Oldford on Thursday September 22, 2016 at 2pm US Eastern time for this special master class, Launch Your Online Marketing Funnel in LESS Than 7 Days
More goodies at http://Lookers2Bookers.com and http://PhilGerbyshak.com
Here's my interview with the super helpful Phil Gerbyshak all about social selling, digital relationship building, and what his recommendations mean to YOU and your business. Check it out.
pssst... if you love my interview with Phil, you might also like these popular posts:
- 17 Ways to Drive More Traffic FAST
- Social Media Scripts: Tips from a Marketing Coach
- Grab your Social Media Traffic Boost Cheat Sheet (free download) >>>
Here is an in-depth interview about how entrepreneurs, executives, business owners, coaches, and experts can unleash a flood of new clients using the power of speaking.
If you want to discover exactly how to develop a client-magnet talk, deliver it like a champ and fill your coaching or consulting practice with high-ticket clients, make sure to join me and Alysa Rushton on July 5 for this free master class >>>
Q: What does it mean to Market with Your Mouth?
David Newman: A lot of business owners work hard to interrupt people with cold calling, advertising, and spam. That era is over. We’re living in a world of voluntary attention. Which means — first you earn their attention, and then you have a chance to earn their money.
“Market with your mouth” is shorthand for one of the best and most direct ways to earn attention. As a speaker — if you’re in front of the right room with the right people and for the right reasons — you have at your disposal a tremendously powerful marketing platform. You’re an authority. You have high visibility. You have the opportunity to deliver high value. And if you do it right, you earn high trust.
At that point, the marketing and sales process is 80% finished and now you’re simply in the process of filtering and sorting your best-fit prospects and you invite them to do business with you!
Q: Why should someone consider the strategy of generating business leads from speaking?
David Newman: Every consultant, solopreneur, and small business owner needs to establish their thought-leadership in order to stand out from the crowd and be heard above the noise. No matter what business you’re in, there’s simply no room for yet another “Same-O Lame-O” player. Their days are over and their influence and impact are declining… daily… and dramatically.
So that means that every day you wait to claim your place among the thought-leaders in your industry and in front of your target buyers, you’re losing time AND money. Don’t let that happen to you. The good news is that independent research from the Wellesley Hills Group with over 200 buyers of professional services shows that at any given moment, between 52%-72% of them are willing to change professional services providers.
Across all service areas, more than 50% of purchasers could be considered Switchers, open to changing providers, ranging from 52% Switchers for Legal Services to 72% Switchers for Management Consulting. So the startling truth is that if you market with your mouth, you’re never more than one good presentation away from generating new clients and new revenue.
Q: You emphasize choosing a target audience and a very specific niche topic when you speak. Why is that important?
David Newman: Whenever I work with clients 1-on-1 or speak to groups of business owners, we always ALWAYS start with identifying specifically WHO you are marketing to. I call this your “Buyer Persona” and we use 7 key questions to flesh out the specific characteristics of the folks who are your highest-probability prospects.
You need to understand what makes them tick — what are their characteristics, traits, attitudes, and values? What’s important to them? What headaches and heartaches do they have when it comes to the types of problems that your product or service is brilliant at solving? What do they SAY about their situation and what WORDS do they use to describe it? This is what I call “learning to speak prospect language about prospect problems.“
Until you can do that, NO marketing strategy will work, and especially speaking where your main focus is on articulating problems you can solve and sharing answers to those problems that your audience can take away and use immediately.
Q: We all want to spend more time in front of right-fit audiences. How do we get started finding them?
David Newman: That’s a great question that I get asked a lot: What groups do my ideal clients belong to? This will obviously determine which audiences you want to be in front of. Here’s my suggestion: Don’t guess — ask!
Here is the script to ask your current clients, prospects, and centers of influence who know your target market well…
“I’m looking to speak more in front of groups of [BUYER PERSONA]. I’d love to get your advice, insights, and recommendations.”
Another way to ask might be…
“Of all the industry groups and associations you belong to, which ones provide the most value in terms of the speakers and programs they present?”
With both of these scripts, the natural follow-up discussion would center around your desire to serve this industry/community more and to share information with them that would help them become even more successful.
Likely outcomes from you having this discussion with your best clients would include:
~ Names of specific groups, associations, and conferences
~ Names of specific people serving in board or programming positions
~ Names of other executives or decision-makers in the field
~ Names of other companies or firms in need of similar information/services
~ Specific networking introductions
~ Offers of referrals to the individuals they already know
~ An opportunity to reciprocate and ask how YOU might be of service to THEM
Q: How can we find even more venues for speaking on top of the ones our best clients share from their personal experience?
David Newman: Finding venues to speak profitably could be like trying to find a needle in a haystack. Here are some resources to help you laser-target your speaking to your best-fit audiences:
~ The Directory of Associations online (www.marketingsource.com)
~ National Trade and Professional Associations of the United States — hardcopy from www.columbiabooks.com
~ www.LeadershipDirectories.com for access to 500,000 corporate and association decision-makers (this comes at a hefty $5,000 annual fee)
Secret Tip: Your Public Library — Free access to high-priced proprietary business databases (including all of the above PLUS Hoovers, D&B Million Dollar Database, InfoUSA and most likely several industry-specific ones to boot!) All paid for with your local tax dollars – so enjoy!
Q: How can we design what you call a “client magnet presentation” when we go out to speak?
David Newman: At this point, it might be tempting to create a presentation based on your professional passions, interests, or favorite topics within your expertise. That would be a huge mistake. DON’T do it!
For your speaking efforts to pay off in terms of marketing results, you need to design your presentation content NOT around what YOU are passionate about, but what your buyers and prospects are passionate about!
Imagine a pair of X-ray vision goggles that you are now using to zoom in on your target clients. Ask yourself the following:
~ What do they want?
~ What are they missing in their lives?
~ What hurts?
~ Where is the pain?
~ What are they yearning for?
~ What do they worry about most?
~ What are their biggest headaches, heartaches, and hassles?
~ What are their urgent, pervasive, and expensive problems?
Build your presentation around THOSE specific questions, problems, challenges and obstacles. And don’t hold back. Unleash your best material, most powerful tools and templates, and give ‘em everything you’ve got. If they see the value in your presentation, believe me, they’ll be ready to buy at the appropriate time. And the person they’ll want to buy from is the one they already trust to deliver top-notch answers and specific hard-hitting ideas — YOU!
>>> Quick station break - article continues below and you'll want to get your hot little hands all over this free training "Get Clients with Speaking" on 7/5 >>>
Q: What’s the first step that business owners should take to find those specific “hot button” issues to address in their talk?
David Newman: What’s the first step? Research. Preparation. Homework. Industry, regional, business, and company news is now at everyone’s fingertips on the Internet. Look for verbatim quotes, video clips, audio interviews to capture as much as you can from representative members of your buyer persona group. Search Google, YouTube and LinkedIn. Scan industry and association message boards.
Then go directly to the source — your real live customers and prospects. If you’re not intelligently researching your prospects’ issues, challenges, and pressures, how can you possibly come in with credible high-perceived-value solutions? One of the best ways to approach prospects is with:
~ Data gathering
It positions you and your firm as an expert resource and it gives you valuable data you should be getting anyway!
Q: What about the nitty-gritty of putting the client-magnet presentation together? What should it be titled? What should it include?
David Newman: Start by sitting down with a clean sheet of paper. Using the following “presentation idea starters,” jot down 3-5 potential topics/titles in each category based on your topic expertise.
Remember your speech should focus on addressing your buyer persona’s most urgent, pervasive, expensive problems. What are the personal and professional heartaches and headaches that they want answers to? In which areas are they hungry for strategies and tactics?
~ How to…
~ 5 Strategies…
~ 3 Keys to…
~ The #1 problem with… and how to solve it
~ Unlocking your…
~ The 3 biggest traps in [topic] and how to avoid them
~ 10 Tips for…
~ Everything you know about [topic] is wrong
Have some fun with these — brainstorm and jot down key words and short phrases under each one as they occur to you. Then begin to rearrange, compile and combine them until something emerges that you can get excited about. Think in terms of 5-7 mini-topics or “modules” — people can’t absorb more than that anyway.
And it’s better to hammer home 5 key points with clarity, conviction, and specific detailed answers than to do a “surface skim” on 20 or 30 sound bites that leave your audience hungry and slightly unsatisfied. The perception of “meat” and value is directly related to DEPTH and not BREADTH of your topic expertise. It’s MUCH better to be a mile deep than a mile wide!
Q: And so how do you convert an audience of people grateful for your insights into a pool of high-paying clients for your business?
David Newman: That is very much the secret sauce and it’s where a lot of business owners — including professional speakers, by the way – fall down on the job! Every time you speak, you want to make sure you leave with between 90% and 95% of your audience’s business cards or contact information.
Simply say, “I have a fabulous resource that I’m going to send to you.” This could be a handout, a special report, a buyer’s guide, an implementation pack, a starter kit, anything is good as long as it has high perceived value and direct relevance to your topic. Then you use the following script: “If you would like that resource, just give me your business card.” And then here’s the language that’s important:
“I would also like to invite you onto my [TOPIC] tips list. If you would like that to happen, just give me your card. If you do not want that to happen, write ‘NO TIPS’ and I will still send you your gift but then I’ll tear up your card and throw it in the trash and you’ll never hear from me again.”
Folks usually laugh or smile at that — and then they get a visual in their head of you tearing up their beloved business card that they are so proud of and you get 95% of the cards in the room and only 2-3 will have “no tips” written on the back.
This one strategy will result in tens of thousands of dollars of business for you — if you do something smart with the business cards. Put them in some kind of auto-responder, follow-up system, subscriber list, Constant Contact, whatever it might be — but you MUST follow up. “The fortune is in the follow-up” has become a cliche for a reason — it is 1,000% true!
The spinoff business for your company’s products and services will surely come from the “drip marketing” that you’re able to do after capturing your audience’s contact information and sending high-quality, high-value follow-up materials to them on a monthly basis.
Q: Is there an online or virtual version of the “Market with Your Mouth” strategy?
David Newman: You bet — and you and I are both doing it right now! Whether you choose blogging, Twitter, Facebook, LinkedIn, YouTube, Vimeo, Skype, Slideshare, iTunes — any time you are sharing your face, your voice, and your expertise, you are marketing with your mouth.
Look, the sad truth is that generalists die on price and specialists win on value. That means value that you GIVE away, value that you charge a little for — like your $20 book — and value that you charge a LOT for like your premium flagship products and services. The other thing that specialists do is they publish, they speak, and they are generous with their time, talent and expertise.
Do webinars, host teleseminars, be a guest on radio shows and podcasts and TweetChats! So yes, social media sharing and content marketing ideas are definitely the virtual versions of “market with your mouth” strategies!
Q: This sounds like a lot of work — how can we make it manageable while still running our business?
David Newman: Civic and community groups are a great place to start if you want to start locally. They are always looking for speakers and if you have energy, enthusiasm, and a valuable message with relevant take-aways, you WILL get business from it. Or at the very least you’ll get referred and introduced as a business owner worth getting to know.
Does video, audio, and other content generation take time? Yes it does. But the sources you can use are also right at your fingertips. Look at your most recent customer service issue. Look at the most recent client conversation you had. Look at the kinds of customer questions you get all the time — those answers, insights, and recommendations are the raw material for your “market with your mouth” strategy and they come in ALL the time. Often we don’t need to create content — we need to RE-create content that we’re already sharing during the course of running our day-to-day business.
Q: Given everything we discussed here, what are the top three strategies you suggest our listeners focus on?
David Newman: Figure out the audience you want to serve the most because they are your peeps, your tribe, your natural followers.
Then figure out what they are passionate to learn, to do, or to become.
Finally, start talking about, sharing, and connecting them with resources that solve those specific pains, problems, headaches and heartaches.
Do so publicly through speaking, publishing, networking — both online and offline — and your reputation as being a source of valuable expertise will spread.
Once you’ve laid the groundwork to become visible, trusted, and valuable — the floodgates will open for you and you’ll be in the enviable position of NOT chasing business, but rather filtering and sorting the best prospects whom you’d like to hire as YOUR next customer!
Want to put some of these ideas into action and get going on your own client-getting speaking strategy?
Wellesley Hills Group "Professional services lead generation study"
RainToday.com "Professional services buyers survey"
mpiweb.org, pcma.org, conventionindustry.org
The fastest, smartest, most effective way for thought-leading executives and entrepreneurs like you to dramatically boost your reach and revenue is with online courses.
Specifically, online courses are your best option if you have expertise that you're already sharing with your clients and audiences. It's a natural, common-sense step to build a course so that you can capture and systematize your best ideas, strategies, tactics, principles, practices, templates, tools, and scripts.
But how do you start? How do you make it real? How do you get out of overwhelm and inertia?
And how do you start getting busy in a highly productive, proactive way that will result with you creating a highly valuable, relevant, in-demand, evergreen addition to your menu of investable opportunities that you can monetize month after month and year after year?
Here is your Ultimate Cheat Sheet for 8 Keys to Online Course Success that will give you everything you need to think about, decide, and implement to help you get started...
1. TOPIC: Source material for your online course comes from your Keynote, Workshop/Seminar, Articles/Blog/Book, Coaching Program, Consulting Process
2. TITLE: When it comes to choosing a title for your online course, be clear; don’t be clever. Clarity sells. Laser focus on a specific topic. Remember: there’s no such thing as a generic solution to a specific problem!
3. WRITE MARKETING COPY FIRST: Focus on value, impact, results, outcomes. Survey your tribe to find their urgent, pervasive, expensive problems; build your marketing bullets around solving those issues, challenges, headaches.
4. WORK BACKWARDS: Create your online course content to fulfill the marketing bullets and promises in Step 3. Give specifics; templates, tools, scripts, provide exactly what to say and how to say it; what to do and how to do it. The best online courses give 100% meat. Zero fluff, zero filler.
5. CREATE 1-PAGERS: All you need to launch a live-led online course is a 1-page overview for each module that you’ll deliver live each week. Sections might include: Pre-Call Assignments, Questions, Discussion points, Work on for next week, Tactic to get results now, Templates, tools, scripts.
6. LESS IS MORE. Truly. People are already overwhelmed with too much information. Don’t add to it. Focus on Essential steps, Core principles, Key practices. What would your best friend absolutely need to know to be successful? Focus on those skills ONLY!! No theory, no fluff. 100% must-know, must-do info is what will make your online course stand out from the crowd.
7. DECIDE THE TECH: Simple is best. Here are the tools and services I use (some of these links lead to special discounts or free trials):
a. To create your recorded course modules using screencast videos: www.doitmarketing.com/screenflow
b. Teleseminar conference line for live Q&A: www.FreeConferenceCallHD.com
c. Transcription Service: www.CabbageTreeSolutions.com or www.Rev.com
d. File storage for sharing bonus course materials: www.Box.com
e. Online community forum for your course students: Facebook group
f. Email marketing: www.doitmarketing.com/mailchimp
g. [Optional] Bonus live webinars to supplement your course content:
h. [Optional] For opt-in/landing pages www.doitmarketing.com/leadpages
8. PRICING: Pricing your online course can be tricky – price it too low and buyers are not invested in their own outcomes; price it too high and prospects lose sight of ROI. Guidelines on 3 tiers of online course pricing:
a. Less than $500 (clients not invested; commoditizes your expertise)
b. Less than $1,000 (sweet spot for B2B/ corporate/ entrepreneurs)
c. Less than $2,000 (started here – my FIRST course in 2008 was $1500!!)
With the right content, marketing, pricing & sales strategies, your online course will [finally] become your REAL source of passive revenue for your very REAL expertise.
p.s. Ready to get started? Join me and David Siteman Garland on June 21, 2016 for this special free deep dive training:
"7 Steps to Creating, Promoting, and Profiting from Online Courses"