Do It! Marketing Blog: Marketing for Smart People™

The 8 Keys to Online Course Success

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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] 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 October 25, 2017 for this special free deep dive training:
"5 Secrets to a Successful Online Course" 

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You'll love it - I guarantee it!

How to Get More Speaking Engagements?

Watch this video about how to get more speaking engagements:

How to get speaking engagements. I wonder how do you get speaking engagements? All right let's break this down at the macro level. Macro level how to get speaking engagements. How do I get speaking gigs? The first thing that you have to work on is clarity. It's clarity around a couple of questions. Number one, what people do I serve and number two what problems do I solve?

Let's dig into that.

A lot of speakers make the mistake, if they're a leadership speaker, sales speaker, communications skills speaker, career development speaker, everyone needs to be a better leader.

Everyone needs to be better at sales.

Everyone needs to upgrade their career.

Well the problem is, everyone doesn't buy.

Everyone doesn't have conferences, conventions, and meetings.

Everyone is very hard to sell to. Everyone doesn't have a credit card. Usually everyone, whoever "everyone" is doesn't even have pants or a wallet. You're going to have a very hard time selling to everyone.

What you want to do is find a set of specific someones. Find a set of specific someones. Is it architects? Is it accountants? Is it engineers? Is it solopreneurs? Is it mid-level managers? Is it CEOs?

You want to find a specific tribe of people that have common traits, behaviors, interests, wants and needs. Once you've identified that target market, I also sometimes call this your buyer persona.

The second thing you have to think about, what are the problems that they're looking to solve when it comes to your area of expertise?

In order to sell fire extinguishers, you first have to show the fire. Let's talk about what are the pains, problems, headaches, heartaches, challenges, and gaps that your specific audience and clients are wrestling with that they need to solve via your speaking, seminars, workshops, coaches, consulting, et cetera.

Once you've gotten the answer to those two questions, now you're ready for step three.

Step three is specific, targeted, prospecting. Go online. Spend some time researching the specific conferences, associations, and groups where these people are already gathering. Read their blogs. Go to those same portals and communities and online sites. Facebook groups. LinkedIn groups. Where your target market is already gathering and there's probably significant conversation already happening around solving this problem.

It's a listening campaign and you're doing some basic investigative research about what are people wrestling with? What are some of the hot button phrases, concepts, topics, and problems that they're already spending money on solving and they're desperately seeking a solution? You "accidentally on purpose" show up. Send an email. Make a phone call. Get strategically introduced. Get a referral. Get in front of those people who you want to serve.

Now there's a whole lot more to this, of course, I'm just scratching the surface because we only have three minutes together, but listen, there's some web training waiting for you online. It's at www.doitmarketing.com/webinar 

The web training's going to help you figure out exactly how to answer those two questions, what people do I serve? What problems do I solve? And you're getting a whole bunch of speaker marketing strategies, tactics, templates, and tools to help you get more traction as a paid professional speaker. Hop on and get that web training now >>



Motivational Speaker Training

 Watch this video:

 

What is the best motivational speaker training? Hmmmm...  OK it's two things. The best motivational speaker training is NOT about being a great speaker. It's about the business. I'm going to give you both: The speaking answer AND the business answer.

The speaking answer, and I'm a firm believer in this, as much as I love Toastmasters, as much as I love public speaking coaches, all of that is great, but if you're just a regular consultant, speaker, coach, trainer, and you want to really ramp up the quality and quantity of your speaking, my firm belief is that you need two and only two things.

Number one is expertise. Deep, significant, thought leadership expertise. Have an opinion, have an idea, have a slant on your topic. Don't just be a book report speaker, but have deep expertise on the philosophies, methodology, training, practices, action steps around your topic. Expertise is number one.

The second thing is enthusiasm. Enthusiasm. You have to be excited about your topic. You have to be excited to spread the word. You have to be excited about helping and serving your audiences and your clients.

Those two things, on the speaking side, will take you miles and miles and miles ahead. So, speaking skill, to me, is really about expertise plus enthusiasm.

Let's talk about the real training you need, which is the business training. Business training on the marketing side, positioning, packaging, messaging, sales, prospecting, getting in the door, negotiating, closing the deal, that's the kind of thing that you need to become much better at. Because if you don't get any at bats, you don't get any prospects, you don't get any leads, you don't make any sales, you don't show up on any stages, then all of those speaking skills that you have become completely irrelevant.

So, I've got some web training for you. It's waiting for you at www.doitmarketing.com/webinar 

It is all about the second half of that motivational speaker training, which is the MBA of the speaking business. Everything that you need to be more successful at the business side of speaking. I'll see you over there. Remember, motivational speaker training has three parts: expertise, enthusiasm, and most important - the marketing, sales, and the business chops to get it done.  

What is Leadership?

 

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Bobby Fischer is said to be the world’s greatest chess master. His ability to read his opponents and to set up moves to trap them in defeat was uncanny.

Many see chess as a great metaphor for business. Seeing the opponents move, building strategy, and trapping your competition in checkmate. This is a great plan for strategic vision and sales, but does it work with staff?

Management guru’s talk about positioning, leverage, and “getting your people in the right seats” similar to the way that a chess master manipulates the pieces on the chessboard. The failure of management is this…your staff are not emotionless, inanimate objects needing to be manipulated. If you have hired correctly they are articulate, expert, and dynamic assets to the business - particularly when they are allowed to be autonomous, self-directed members of High Production Teams.

Team Leadership is not a feel-good synonym for management.

Team Leadership is the fastest way to achieving greater success and increased productivity with less direct oversight and “management”. Well led teams do not require, nor do they desire, management. Management kills their drive and their production. Teams thrive with leadership.

Leaders possess the ability, either learned or innately, to draw the best out of those who choose to follow them. They have the ability to inspire hard work and devotion.

            “He who thinks he leads but has no followers, is only taking a walk”

In his book 21 Irrefutable Laws of Leadership Workbook, John C. Maxwell states “Ture leadership cannot be awarded, appointed, or assigned. It comes only from influence”.

Because of this truth, you must develop leadership and influence in your teams?

Here are four ways you can begin to influence others - today.

L - Listen. Not just listen so you can answer questions or refute arguments as a manager would. Listen to what is not being said but truly needed. Listen to who your staff are, what they desire, what they dream of. To truly listen is to get to know the person who is speaking the words you hear and the desire they do not express. 

E - Empower. A leader puts others before themselves and sees that the team has everything they need to succeed without external management. A leader is not driven by personal gain but fed by the success of those who follow their influence. Simon Sinek, in Leaders Eat Last says “The more energy that is transferred from the top of an organization to those who are actually doing the job...the more powerful the leader”.

A - Advance. Influence is not gained by self-promotion but in the promotion and advancement of those that follow you. One of the surest ways to get someone to follow you is to put them on the pedestal and advance them without any concern for your own recognition or success. Your success and advancing will come as a result of your leadership and how your influence those that follow you.

M - Mentor. If you want to be a leader, mentor those who would be led. Mentoring is not the same as teaching. Teach is the instilling of knowledge. Leaders will do this, but more importantly they will mentor the follower in the integration of knowledge and application of skill. A mentor helps others harness their power and expertise in order to advance them with the empowerment they feel.

Your leaders often arise from the crowd or show themselves through adversity and challenge. They are not always seen in the interview and they rarely have the degrees and credentials that one might expect. Leadership is the innate ability to lead by influencing others to be great. Some have it, others fear it, most must learn it.

Listening for, empowering, and advancing those in your business who have the ability to mentor others is the fastest way to create highly successful and loyal teams who will build your success and brand.

Wondering how well your “leadership” is functioning?
Book a discovery call www.YourPracticeTherapist.com/consult to talk about what you can do to boost your influence and your profits through leadership.

“Say YES! you A.R.E. there for them, and they will say YES! to you.”
 Brett

 

*Brett M. Judd MSW is a speaker, coach, and leader in relationship focused leadership and   
building profitable teams in dental practices. His programs High Production Teams and the Practice Leadership Formula eliminate the stress of management and empower autonomous, self-directed teams to success.

Brett is the author of Relationship Focused Business Success and Unlock Your Millionaire Mind. He has taken the psychology of human relationships and motivation and built systems of training leaders and teams that will transform any organization or practice. Call Brett at 208-254-0133 to discuss ways to build you Practice Leadership Formula and High Production Teams.

 

 

3 Secrets for Selling to the C-Suite

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Many sales people miss out on significant opportunities simply because they are not effective in engaging C-level executives. You can dramatically increase your sales performance by applying these three principles:

  1. Do Your Homework

C-suite executives meet with sales people all the time. Very few of these sales people, however, get a second meeting. Those that do, do so because they did their homework and were able to have a focused and value-driven conversation with the executive. Prior to meeting, do your best to understand what is happening in the industry at a macro level. Are there certain trends that are creating pressures or opportunities for the players in the industry? Has the C-level executive publicly stated any strategic goals? Is their financial performance publicly available? If so, what does a ratio analysis tell you about their performance trends over the past 3-5 years, and how might you be in a position to improve their income statement or balance sheet? Finally, don’t waste your executive’s time meeting them to conduct a fishing expedition. According to the Corporate Executive Board’s research, C-level executives are looking for value in every meeting. If you simply ask questions, you’re the one extracting value from the meeting, not giving value. In the book, The Challenger Sale, based on research by the Corporate Executive Board, Matt Dixon makes it clear that the most effective salespeople, “the Challengers”, go into a meeting with a well-formulated hypothesis as to what the executive’s issues really are. They challenge executives to think more clearly about the issues they are facing.

  1. Find the Gap

CEO’s, and other C-level executives, are leaders who create value for their organizations by taking the organization from where it is now to where it needs to be. Understanding the gap between their current state and their future state is where your opportunity lies to be of service. While most salespeople ask the question, “What keeps you up at night?” sellers to the C-suite are more focused on the question, “What gets you up in the morning?” It is the executive’s drive towards a future state that creates multi-year and multi-million dollar opportunities for sales professionals. Based on the hypothesis you presented in principle #1, the executive will see that you are a professional that’s done his/her homework and will be willing to open up to you. As the executive begins to open up, find out what their specific vision is and where they desire to take their organization.

  1. Be a Great Storyteller

C-level executives are inundated with external pressures, internal obstacles and multiple hurdles. Even while in your meeting, they continue to background process how they will address these challenges. Inundating them with facts and figures will not hold their attention. Nothing grabs and holds attention like a good story, especially if it is relevant to the executive’s challenges. Be prepared to tell a great story about an executive in a similar role with a similar goal, including the suspense and drama of what was going wrong, your intervention and the successful resolution. Your story should provide a very clear contrast in the mind of the executive of the before and after states. They should find themselves in your story imagining how it will feel when they overcome their challenges and experience the new future state.

By developing your strengths in these three areas, you will find that at the end of a C-level executive meeting your prospect will be commending you on what a great meeting it was and asking you when they can meet with you again. All the success in sales happens when talented individuals are in front of qualified prospects and they make every meeting count. Imagine if you could make every meeting with a C-level executive count?

 

This article was originally published on the Salesforce.com blog. https://www.salesforce.com/blog/2015/01/3-secrets-selling-c-suite-gp.html

 

Adrian Davis, the author of Human-to-Human Selling: How to Sell Real and Lasting Value in an Increasingly Digital and Fast-Paced World, is a Certified Speaking Professional (CSP) and an expert in strategic selling and account management. He is frequently called upon to advise senior management teams and sales groups on the optimization of sales performance and the development of strategic client relationships. To book Adrian for your sales or leadership conference, or for a complimentary consultation, you can reach him via Twitter (@TheSalesOracle) or LinkedIn. Find out more at www.whetstoneinc.ca or www.adriandavis.com/blog.

 

How to Become a Motivational Speaker

 

Hey gang, David Newman here from Do It Marketing. Today's question, how to become a motivational speaker?

How to become a motivational speaker? Oh my gosh, it's as if you push the magic button and the suddenly, rainbows, unicorns, chicks, ducks and bunnies just pop out and boom, you're a motivational speaker. Of course it doesn't work that way. You need a business model, a service model and a revenue model. You need to do some thinking. You don't just go to Kinko's and print up some business cards and then set up a simple free website on Wix or Go Daddy, or some of these crazy platforms.

Why would you do that? Why would you do that? That is so crazy. It's like I'm going to run off and join the circus. So listen, couple of steps to get you pointed in the right direction. Number one. Business model. What is it you're building? Are you building a solo practice, are you building a company that's going to have big offices and a physical space, a training center, are you going to have other consultants go out under your name, under your banner, under your brand? You know when you look at these very successful, five, ten, 20 million dollar training companies, consulting firms, those didn't just pop by by accident, right? Someone planned for years that business model, that service model, and that revenue model.

But the first piece of this is, plan out the business model. Is it solo practice, is it partnership, is it a consortium, a confederation of trainers, is it going to involve licensing, is it going to involve subcontractors, so really think through. What's the empire look like, what does success look like from a business model standpoint.

Second question you have to ask yourself if you want to be a successful motivational speaker, have a successful motivational speaking driven business, is service model. So obviously, at some point, you want to speak, but even there, what kind of speaking? Key note, half day, full day, multi-day, retreats, seminars, public programs, in house training for companies. What are going to be the different modes and methods that you're going to deliver that speaking message, what formats, what depth, duration and detail and then plan out accordingly, how do you think those will be priced?

So now we move on to revenue model. So service model is what's on the menu, revenue model is what does it cost, how do you get paid, how does the math work. So what are you going to charge for a key note speech? What are going to charge for a half day or a full day workshop? What are you going to charge for a multi-day program? What are you going to charge for a multi-day CEO retreat or a board retreat or an in house training session. Or a strategic work session or a intensive boot camp experience? So, figure out what you need to charge, figure out how busy you want to be and how much money you want to make, put that math together, it's very simple, it's price times quantity equals total. Let me repeat that for the slow kids watching this, price times quantity equals total. That's my phone ringing right now with complaints about that slow kids comment.

Anyway, think about these three things and your foundational success to start a motivational speaking driven business is going to go way, way up. So listen, I have a lot more than four minutes of information to share with you. There's some web training available to you that is gonna help you tremendously dial in your service model, business model, revenue model, answer a whole bunch of other questions about getting started, getting ahead, staying ahead, as a motivational speaking driven entrepreneur. It's doitmarketing.com/webinar. Pop over there right now, it's doitmarketing.com/webinar. There should be a link somewhere here, in this video, below this video, in the transcript of this video, somewhere that will get you in to doitmarketing.com/webinar. I will see you on the other side. Thanks for watching.

 

Tags: marketing for speakers, motivational speaker video, motivational speaker, motivational speaker marketing, public speaker marketing

5 Big Shifts You Need to Make for High-Fee Success

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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.

Ka-BOOM!!! 

 

Tags: marketing for speakers, marketing for coaches, business coaching, sell more coaching, marketing for consultants, sales training for coaches, high-fee success, mastermind programs

How to Generate End-of-year Revenue NOW

 

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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:

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Subject: Peter - Thank you and crazy idea

Peter,

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?

-- David

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And now for your small business and entrepreneur clients and prospects:

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Subject: Steve - possible icing on the cake?

Steve,

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.

-- David

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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.

Just sayin’...

Now get behind that computer and DO IT!!!

Want more big ideas and bold moves to help you grow your business? Grab this now...
doitmarketing marketing speaker marketing coach
Grab your FREE copy of the Do It! Marketing Manifesto

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!


Tags: marketing for speakers, marketing for coaches, sales prospecting, marketing for consultants, marketing tip

The Top Marketing Must Do!

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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? 14 Tips on Free Speaking

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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:

  1. Paid to speak = professional experts who speak for a fee
  1. 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:

  1. You've bargained your rate down from your usual fee to zero
  2. It's a random invitation to speak to a random group
  3. You're creating a whole new speech for a no-fee gig
  4. They promise you "good exposure" (hint: exposure has never bought groceries or paid the mortgage. Weird, right?)
  5. Other speakers at the same event are speaking free (if they jumped off a bridge, would you follow?)
  6. You would not proactively target this specific group / conference / event in your regular marketing
  7. They put overly rigid restrictions on what you can do, say, and sell at the event

Speaking for free is smart and profitable... IF:

  1. 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
  2. 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)
  3. You're delivering your signature speech that implicitly sells your products, services, or programs (consulting, coaching, professional service, etc)
  4. 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.)
  5. Other speakers have generated strong sales by speaking to this same group
  6. You have proactively targeted this specific group / conference / event as one of your "dream revenue opportunities"
  7. 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

ENTREPRENEUR model:

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... 
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Grab your FREE "Speaking Profit Maximizer" Cheat Sheet

Perfect for speakers, consultants, coaches, authors, experts, and thought-leading professionals who want to generate more money from speaking.

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Tags: free speaking, speaking fees, should you speak for free