Do It! Marketing Blog: Marketing for Smart People™

Get Clients with Speaking Infographic

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Sources: 

Wellesley Hills Group "Professional services lead generation study"
RainToday.com "Professional services buyers survey"
mpiweb.org, pcma.org, conventionindustry.org

Make sure to grab your spot for this brand new FREE master class style training with me and the super smart Alysa Rushton on July 5, 2016: Get Clients with Speaking. Register right here >>>

Tags: sales prospecting, marketing, speaking, sales training for speakers

8 Keys to Online Course Success

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:
www.doitmarketing.com/meetingburner
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" 

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You'll love it - I guarantee it!

What's All the Buzz About Blab [InfoGraphic]

I'm on Blab. My handle is @dnewman. You should add me, and I'll tell you why in a second.

Frankly - I believe Blab will change how you interact with your fans, prospects, and customers for the better.

But at first, I thought it was the dumbest thing in the world. Another fad or shiny object. "Who cares about Blab?" I asked a few weeks ago.  

Here's the full story:

If you're unfamiliar with Blab, this platform allows you to livestream video with up to 3 other people and to invite guests - viewers - onto your broadcast at any time by clicking the "Call in" button as you see below:

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Here's a link to my very first Blab broadcast - Episode #000 - coming up TODAY 4/29/16 at 10:30am Eastern so you can hop on and get a feel for what it's like.

And YOUR fans, prospects, and customers can tune in to watch you on video, and interact with you (and other people watching), LIVE.

At first, I thought this was stupid. Who would watch some rough, off the cuff, badly lit live video with a bunch of nerds sitting around in their basements?

In fact, for my first Blab at 10:30am Eastern today (linked above) I am co-hosting with the amazing Catherine Bernard and there will be open seats for YOU to join us via live video, just using the webcam built into your laptop or phone.

When you go live on Blab, your followers get an alert, and you can follow your favorite Blabbers and also "subscribe" to an upcoming scheduled Blab [without needing to follow that Blab's particular host.]

So we scheduled this for 10:30am today. I had my doubts.

I mean, would anyone actually show up?

Is this actually valuable?

Who would show up for a broadcast with very little notice?

We'll see, right? ;o)

People schedule teleseminars and webinars in their calendars days and weeks ahead and they can't even show up to those.

Why would they show up to this?

Captain obvious here - it turns out that not only do people show up, they actually LOVE taking part in live video on Blab.

Because it's a conversation platform - NOT a broadcast platform. 

And that's why I believe this is a GAME CHANGER for speakers, authors, coaches, consultants and thought-leading professionals who are looking to grow their business.

Plus - right now, it's early.

Have you ever had the thought, "I sure wish I had started my business when..." 

Well, now's the time. Blab is less than a year old, and YOU can be one of the first few people who do it in your industry or niche.

You can watch it on the web, on a link like this, or you could download the app on your iPhone and interact, and get notifications when a Blab goes live. 

I suggest you join here - www.blab.im or download the app now.

And I suggest you follow me @dnewman

Here's why:

For the next few months, I'll be "Blabbing" regularly — "Blabbing" is what the cool kids call going on Blab - and I'll share all-new training material that you won't be able to get anywhere else. Totally free.

Then I've got some cool things lined up for you about how to get more speaking gigs, how to write killer copy that converts, how to grow your email list, how to write and monetize your first (or next) book, and how to maximize your influence, impact, and income as a thought-leading executive or entrepreneur.

The name of my show? The Cool People Show - of course ;o) 

To ensure you don't miss these, go add me on Blab right now. My handle is @dnewman.

That's all for now. "See" you at 10:30am Eastern this morning.

And if you're feeling brave, click the "Call in" button when you see it onscreen and hop in to join us via live video!!

-- David (and Catherine)

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p.s. Here's a great infographic straight from my friends at Blab that will give you an overview of all the different ways you can use Blab - where it came from - and why it could be the gamechanger in your business that you've been looking for to boost your reach and revenue...

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Tags: social media, marketing, blab, video marketing, live streaming

What to do when your business is stuck, sad, or stagnant

Ever wonder what to do when you hit a brick wall or dead end in your business?

When you just feel tired, maxed out, stressed out, and burned out?

In other words, when your business is stuck, sad, or stagnant?

Don't worry - I'm here to help you.

First, by telling you that you are definitely NOT alone...

And then by sharing a dose of my very best advice from a "been there - done that" perspective...

The bottom line is - ALL successful entrepreneurs ocassionally feel stuck, sad, or stagnant.

The successful ones simply don't stay there very long.

Jay Baer Interview: Hug Your Haters

More goodies at http://HugYourHaters.com

Here's my interview with the wicked smart Jay Baer all about the ideas in his new book, "Hug Your Haters" and what his research and recommendations mean to YOU and your business. Check it out.

Tim Sanders Interview: Dealstorming

Tim Sanders has done it again - a masterpiece of specific, actionable, sales-generating ideas for growing sales by growing the sales team to include non-selling professionals.

With these tactical, specific, step-by-step strategies, any sales organization will be able to sell faster, sell smarter, and close bigger deals more quickly by leveraging the power of a sales-focused culture that starts with sales-focused conversation, collaboration, and action.

Is this idea simple? Yes.

It is easy? No way - not unless you have Tim's masterful book by your side to guide you at every step of the way to take your organization's sales from average to awesome.

Buy a copy for everyone on your team - stand back - and then watch what happens as you skyrocket your sales results.

Very few sales books deliver on their big promise - Dealstorming over-delivers and then some.

The ugly truth about coaching, revenue, and the bad old days

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It was ugly.

All of it.

No clients, no money, no clue...

Yup - that's how I started my business back in 2002.

At that time, I only had 2 revenue streams: speaking and training. 

And I was pretty awful at marketing and selling both.

Even a blind squirrel occasionally finds a nut so I got a few big training contracts with companies like QVC, Microsoft, and IBM and several smaller gigs with local companies here in the Philadelphia area where I live...

Was it enough to pay the bills? 

Barely. 

Did it look good on the outside? Sure it did. 

For 3 years, I was bobbing and weaving and hitting dead end after dead end.

Many, many times I wanted to give up and go back to the good old days of a nice 9-to-5 job with the best benefit of all - a paycheck!!

Then in 2005, things started to improve... or I just got real tired of being broke and clueless so I worked like a mad man to figure out this marketing thing once and for all... 

Suddenly, several trainers, coaches, and speakers were asking me to have breakfast, lunch, and coffee with them to share my "secrets" to success... 

They thought I was being humble when I said it's not that much success and I don't have any secrets.

Actually, it was the 100% truth. 

But I helped them out as much as I could - I ate a lot of lunch and drank a lot of coffee and subjected myself to way too many "Can I pick your brain?" meetings. 

They were nice people and they needed help so I did it. 

Then one day in 2005, I was presenting for a group called the Consultants Forum.

At the end of that talk - on a whim - I passed around a signup sheet and offered anyone who wanted a private 20-minute coaching session to contact me. 

My plan was to offer them private marketing and sales coaching at $1,000 a month. 

Before that week was over, I generated $3,000 in new coaching revenue from the folks in that room [there were only about 15 people at the event.] 

The next week, I was at another local event [not speaking, just attending] and a woman who ran a promotional products and advertising firm hired me for private coaching for another $3,000. 

After generating $6,000 in less than 10 days back in 2005 - basically by accident - it dawned on me:

I should probably offer private coaching in addition to my speaking and training offerings. 

And so should YOU.

If you want the full scoop - plus the 2016 updates to what you need to do in order to start (or restart) your private coaching success - join me for my next master class on 1/26 called the "Coaching Revenue Roadmap."

Sign up is here and seats are filling fast. 

Talk more soon.

p.s. When things got ugly in my business [and they did] between 2005 and 2007, no matter how much I was struggling in one area or another of my business, I could ALWAYS get private coaching clients.

It. Saved. My. Business. 

p.p.s. What started out as free - and then $250 an hour - and then $1,000 a month - and then $4,500 for 90 days - and then $7,500 for 90 days - and fast forward to today where I regularly get $9,500 for my 90-day private mentor program - has become a central pillar of my revenue-generating game plan as a thought-leading professional. You can do the same if you know what you're doing...

p.p.p.s. Remember I am NOT a "coach" - I have zero coaching certifications - and have no coaching letters after my name. That's not the kind of coaching I'm talking about. I'm talking about 1-1 consulting or 1-1 training/mentoring which is exactly what most executives and entrepreneurs are looking to YOU to provide. You can monetize THAT tomorrow if you master the basics. Join me on this training and you will.

How to Hire a GREAT Salesperson

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Guest post by Chris DiFonzo

Sales Defined Simply

Simple definitions create profound clarity. I sell enterprise security software for a Fortune 50 company. My team's VP defines my job and his in two sentences:

"Remember: Your job is to post numbers. My job is to find people who post numbers."

The Indisputable, Unromantic Fact

If you're a Solopreneur, your number one job is to post numbers. Brainstorming does not feed the family, networking does not pay tuition, and blog fame doesn't pay bills. Money does these things. Whether you're a writer, speaker, executive coach, or circus talent recruiter, if you're making a living as a Solopreneur, you signed up to be a Salesperson.

Simple Outline for Sales Hiring

Now, eventually enterprise-oriented Solopreneurs, entrepreneurs, and startups are tempted to build a direct sales model involving finding other people to post numbers. This is a critical decision, not to taken lightly. If you've made the decision to hire and run sales talent in your organization, here's a simple approach:

  1. Find someone who can post numbers.
  2. Pay them well, people who post numbers are expensive, and high ROI.
  3. Provide a lot of upside. Number posters are upside pit bulls.
  4. Manage them once a week for 30 minutes max. Otherwise stay out of their way. Be responsive to the support they request.
  5. Give them everything they need to be successful. Take away all the excuses.
  6. Know your numbers, be clear on expectations, measure them only on numbers.
  7. Evaluate weekly, monthly, and quarterly. If program is working, continue. If not working, fire fast.

I often hear chatter about "other responsibilities," much of which are administrative or provide time saving for founders.

DO NOT GO THERE.

People who post numbers passionately hate admin tasks and generally suck at them.

If you talk about peripheral tasks and a candidate doesn't puke on you or at least roll her eyes, this is a red flag.

Other than post numbers, you only need them to do two things:

  1. Maintain their OWN pipeline in a spreadsheet or CRM tool (PipeDrive great for start ups).
  2. Submit accurate expense reports regularly.

Direct sales IS NOT marketing, lead gen, lead management, mailings, social media, managing the whole company's pipeline, or spending ime with founders and team members singing Cumbauya and playing dodgeball.

Direct sales IS engaging with prospects and customers, discovery meetings, qualifying business, proposing business, negotiating, closing, and posting numbers. Everything else is a distraction.

That's it. Go post numbers.

Chris DiFonzo is an occasional guest blogger who writes about sales and selling. He currently sells cyber security software for a Fortune 50 company and is a three-time entrepreneur.


33 Ways to Make 2015 Rock Your Socks

33 ways to make 2013 your best year yet1. Fewer resolutions. More resolve.

2. Increase your daily level of optimism. AMAZING things will start to happen! 

3. Be a lamp. Or a lifeboat. Or a ladder. 

4. Mean people suck. Don't become one of them. Not even for a second. 

5. Write more. Journaling, blogging, morning pages, notes to friends and loved ones.

6. Feature and leverage other people. Read this to find out how.

7. Be more gracious and more grateful.

8. Less excitement. More execution.

9. Let it go. Yes, you know EXACTLY what I mean. (Thanks again, Joe Calloway!)

10. Create a mastermind alliance or partnership. It will make all the difference.

11. Write your damn book already.

12. Drink more water.

13. In case of emergency, oxygen masks will drop from the overhead compartment. Secure your own mask before assisting others.  

14. Clean up. De-clutter. De-pile. 

15. Make more lists and use them wisely.

16. When it comes to social media: Post value (not ego); Retweet generously; Shout-out loudly; Thank abundantly.

17. Carry a notebook everywhere. Got an idea? Write it down. With today's date. And a "next action" step. Repeat.

18. Get more sleep. 

19. Do more of what makes you happy

20. If you speak or present regularly, your ideas deserve beautiful slides. This might help. And you totally need to read this (PDF) too.

21. If you DON'T speak or present regularly, you are missing out on the #1 way to boost your career, grow your business, and magnify your impact on the world. Want some ideas? I can help you (yes, it's free.) 

22. Nobody buys your products, services or ideas "sight unseen." So go get seen.

23. "If everything seems under control, you're not going fast enough." ~ Mario Andretti

24. Read Getting Things Done by David Allen. 

25. Master your inbox once and for all. Massive freedom will follow. 

26. Tap into trends to generate more and better ideas for both your business and your life. Start here or here. (Read this to see how Harvard Business Review connects trend hunting with sales success, too.)

27. Stop worrying about the HOW. Focus on your bigass WHY and a small set of very specific WHATs. The rest will take care of itself. Honest.

28. Become more in tune with the time/space continuum. Seriously. Rather than wanting everything to happen "Now, now, and now" (which only causes overwhelm and frustration) focus more consistently on what you need to do "Next, next, and next." 

29. The three factors to your long-term success: 1. Your Authenticity 2. Your Expertise 3. Your Enthusiasm.

30. Replace "Who's going to let me?" with "Who's going to stop me?" (Hint: Maybe no one?)

31. Reflect on the shortness of life. This slide show of people we lost in 2014 may help remind you. And pack as much goodness as you possibly can (for you and for others) into every single day.

32. Always pick up the check and leave a big tip. 

33. You're pumped... You're peaked... It's game time... Bring it!

Please share this post with those you want to help. 

33 ways to make 2013 your best year yet 

Grab your FREE copy of the Ultimate Resource List!

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

Marketing Coach Tip: 3 Secrets to Smarter Prospecting on LinkedIn

LinkedIn imageLinkedIn is the new cold call. Perhaps this sounds familiar to you... 

As a marketing speaker and marketing coach, I continually study the field, read a ton of books, and attend seminars and workshops from my fellow marketing enthusiasts.

And I'd like to respectfully disagree with that analogy.

LinkedIn is way better, smarter, faster, and more effective than a cold call. In fact, I'd slant the analogy a different way altogether:

LinkedIn is the new email with a red velvet rope around it, a priority seal, and a much more attractive return address envelope!

First let's explore those three points and then you'll see an example of LinkedIn in action PLUS here are some sample social media scripts you can use that have gotten awesome results for our clients in our marketing mastermind and private mentoring programs. 

3 Reasons LinkedIn Beats Email

1. Red Velvet Rope - This is a term popularized in the marketing arena by Michael Port. It means there's an exclusive, members-only feel to your marketing. It's not for everyone - and not everyone qualifies. You need to be "in the club." When you reach out to a fellow Group member on LinkedIn, you both are in the club and there's a strong element of peer-to-peer belonging that encourages community, communication, and responsiveness. Can't say that about a cold call or a plain old email!

2. Priority Seal - Most executives and business owners feel overwhelmed by email. When they're not tackling the email monster (click here if you'd like to master your email!), they are wall-to-wall with meetings, phone calls, and their daily dose of dealing with crises. LinkedIn messages DO trigger an email notification but you have the choice of responding via email or via LinkedIn -- and LinkedIn messages (for most of us) are few and far between so they give the impression of being more important, more filtered, and more personally relevant. Think of it as a FedEx envelope arriving in your daily mail. Sure, you can ignore it - you can toss it - you might not get to it for a few days. But chances are greater that you will because of curiosity - a basic trait of human nature.

3. More Attractive Return Address Envelope - LinkedIn messages tend to be shorter than emails - and a shorter note merits a shorter response. You've just given your prospects, clients, and connections a huge "out" because they do NOT need - and probably would not even consider - sending you a long, involved response. If you send a short, succinct note to reconnect with a past client - they'll respond with a short, succinct note and you'll probably use LinkedIn to make plans to connect in a longer format offline (phone call, lunch, coffee, in-person meeting). Yours will be a fast, easy and appealing note to respond to - so your chances of getting a prompt response just went up considerably!

LinkedIn in Action and Results

This story was submitted by my motivational speaker colleague Jim Clemmer to the excellent SpeakerNetNews:

Using LinkedIn to (Re)Connect and Build Business — Jim Clemmer

I have been using LinkedIn to reconnect with old contacts and to connect with anyone signing up for my newsletter. I do this with the LinkedIn for Outlook utility showing if anyone sending me an email (or completing any website form that is emailed to me) has a LinkedIn account. As my connection numbers build, more website visitors, book readers, and subscribers are now asking to connect with me. We’ve also done a few email blasts to our database asking for connections to those who have LinkedIn accounts. Over the last two years we can directly trace a few hundred thousand dollars in speaking/workshop or long term/ongoing consulting fees that started with these (re)connections.

3 LinkedIn Secrets from Jim's Success:

1. As my friend and Speaker Hall of Fame member Dr. Alan Zimmerman likes to say, "your business comes from your business." (He's a guy who enjoys a 92% repeat and referral rate from his client base so he's walking that talk.) Note that Jim Clemmer is also generating his success not ONLY from new connections - but from RE-connections. Try it for yourself and see what conversations you can generate with the folks who already know you, love you, and have given you money in the past.

2. You gotta ask for the connection. Note that Jim's strategy also involved email blasts to his list proactively asking them to connect on LinkedIn. And not just once - but several times over the past 2 years. Remember to make your social media scripts appealing, relevant, and NOT focused on you - but focused on the value you'd like to deliver to your connections.

3. It takes time and there are both direct and indirect benefits. Notice that Jim said, "over the last two years" - not the last 2 weeks or 2 months. This is a marathon, not a sprint. Notice also that he said he could DIRECTLY trace several hundred thousand dollars of new business. That's great - and in addition, Jim has likely generated that much money or more INDIRECTLY, meaning that people didn't hire him FROM LinkedIn but BECAUSE they saw something he contributed, received a connection update, or otherwise "bumped into" Jim's name, content, ideas, website, blog or network - and were prompted to engage with him.

Your LinkedIn Success Story?

doitmarketing email out of office message


Grab your FREE copy of the Social Media Traffic Boost Cheatsheet!

And then leave a comment below with your best LinkedIn success story or tip. 

Are you a DO IT freak? Welcome to the club!! 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 speaker, marketing strategy, marketing success, marketing for coaches, consultant marketing, social media, linkedin, email marketing, entrepreneurship, motivational speaker, marketing strategist, motivational speaker marketing, speaker marketing, small business marketing, thought leadership, small business marketing speaker, marketing tip, social media marketing, social media scripts, networking, public speaker marketing