Do It! Marketing Blog: Marketing for Smart People™

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 masterclass 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

Keys to Digital Marketing for Solopreneurs

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Guest post by Ivan Serrano
Focus on relationships first

Solo professionals are almost always providers of some kind of service. Whether you are freelancing, consulting or coaching, almost every gig is based on a relationship. Each of these relationships is characterized by a certain level of trust, and in every case, you must prove your credibility and establish some level of rapport before a new client will hire you to do whatever it is you do.

But, you must be findable

In many ways, an online presence is just like a business on Main Street in any town. Just like any brick-and-mortar business, solo practitioners who do all their marketing online, must know what they are selling, and they must know what their customers are buying. Of the two, understanding what your customers are buying is more important.

However, there are some new dimensions to an online business presence that are new–call them the digital dimensions.

Your digital address is not as easy to locate as an address on Main Street. The map of the internet hasn’t been published yet, alphabetical listings don’t work that well when there are zillions of businesses all competing for your attention. How do you get found? Another way of asking the same question is, “What can you do to stand out and rise to the top of the search listings?”

Marketing is the answer.

Marketing

First, let’s agree on a simple definition of marketing. For the solo practitioner, the definition of marketing is deceptively simple; marketing is communicating your value proposition to people who either don’t know about you or who need to be reminded of the unique value you can provide. That’s it. Boiled down to its essence, marketing is simply communicating value.

The simpler your message, the better. Marketing is about repeating your simple message over and over, but finding new ways to communicate your value so you don’t sound like a broken record.

The better you are at marketing, the less you have to worry about sales.

What is digital marketing

Now, for the digital aspect of marketing. Digital marketing is all about how, where, and to whom you communicate your value in the online world. This means your web presence, you social media accounts, your blog, your email newsletter–anything where you click a button to publish something.

Every time you click to publish any kind of content, it should be communicating value. However, it doesn’t make much sense to be communicating your value to people who don’t care. Ideally, the people you want to be communicating with about your value are not suspect, not prospects, not leads, although these words get tossed around a lot. The people you want to be communicating with are probable purchasers–the people who are most likely buy what you are selling.

Answer these questions next

In order for your marketing to be effective, and actually reach probable purchasers you have to know a lot about who they are, what they are looking for, and more importantly where to find them online.

These three factors, more than anything else, should guide your marketing efforts, digital or otherwise.

Who are your customers? Ultimately, your customers are the ones who own the budget and write the check for whatever you are selling. The goal of your marketing efforts is to communicate your value to these people. Communicating with anyone else is wasting your time unless they can put you in front of these people either through referrals or introductions.

What are they looking for? Of course, everyone with money to spend isn’t a probable purchaser. You really only want to be spending your marketing efforts on people who are looking for what you are offering. Put yourself in their shoes and figure out what they want. They may want someone to handle something that is a headache for them. They may want a great website design because their competitor just got a wonderful new website design.

The point is, you’ve got to communicate your value in terms they can relate to. If you are solving a problem, it must be a problem your probable purchasers instantly recognize.

Where are they? This is oftentimes the hardest question to answer, and will probably require some online detective work. But once you do, it can be liberating. If you find out your customers and probable purchasers are not online, don’t do a lot of needless digital marketing. You probably don’t need social media engagement. Instead, go where you know your customers are and get your message in front of the buyers.

The truth is, though, that quite a few of your probable purchasers are online, and more of them will be in the future, so it makes sense to figure out online marketing for your particular niche.

Answering these three questions is a requirement for developing a digital marketing strategy.

A word of caution

Social networks are not broadcast networks. Radio is a broadcast medium. TV is a broadcast medium. There’s a transmitter that transmits and receivers that receive whenever they are powered up. Social networks are always on, but the people you are looking for may not be tuned in. They may not even be on the platform you are broadcasting on.

But here’s the real kicker. People on social networks expect some interaction, some back-and-forth action. They aren’t interested in you just broadcasting your message to them. This means you must spend time online interacting.

Just like aimless surfing of the internet can eat up massive amounts of time, so can social media. Your time is not scalable, and it is not recoverable. Solo professionals, more than anything else, must be great stewards of their time. There are plenty of automation tools for email campaigns and social media posting, and they can save a lot of time.

Again, this is why it is so important to know who your customers are, what they are looking for, and where to find them. You can spend a ton of time having wonderful interactions with terrific people who will never buy anything from you.

You can’t do it all

Online marketing can seem complex, and can eat up a lot of your time. This is why it is so important to know who your customers are, what they are really looking for, and where to find them online. Spend your time where your customers are, online and offline. Focus on communicating with the people most likely to buy what you are selling.

More than anything else, you need to develop a deep understanding of your customers. The time and effort you invest in understanding your customers will return value to your over and over. This is the place to start to unlock your digital marketing success – and finally stop spinning your digital wheels.

Guest author: Ivan Serrano. You can follow him on Google+ 

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

 

Speaker Marketing Case Study: Joe Serio


"Annual revenue increased by a factor of 8X"
Joe came into the program undercharging and under-earning. Listen to his story above. 
Highlights: 

"Made my investment in your program back in 3 weeks"

"Clarity on how to make $10,000 a month and then $20,000 a month"

"I've had a $20,000 WEEK"

"Annual revenue increased by a factor of 8X" 

"Revenue already booked into next year is up 5X"

"Raised my fees from $750 to $5,000 and up"

At Do It! Marketing, we help speakers, consultants, and experts to simplify their speaking-driven business, boost their impact and increase their income by $15K-$25K per month (or more) faster than they ever thought possible.

If that’s something you’re interested in, reach out and schedule a free speaker strategy call with our team at www.doitmarketing.com/apply 

On the call, we'll help you get total clarity on the business model, speaking model, and revenue model you really want, how to create it by reaching the exact clients and audiences who matter, and how to fix what's not working right now with your positioning, packaging, marketing, prospecting, outreach, and sales so that you improve your results FAST. 

Go to www.doitmarketing.com/apply and we'll craft a plan to help you speak more profitably. 

Speaker Profit Formula: Case Study Interviews


At Do It! Marketing, we help speakers, consultants, and experts to simplify their speaking-driven business, boost their impact and increase their income by $15K-$25K per month (or more) faster than they ever thought possible.

If that’s something you’re interested in, reach out and schedule a free speaker strategy call with our team at www.doitmarketing.com/apply 

On the call, we'll help you get total clarity on the business model, speaking model, and revenue model you really want, how to create it by reaching the exact clients and audiences who matter, and how to fix what's not working right now with your positioning, packaging, marketing, prospecting, outreach, and sales so that you improve your results FAST. 

Go to www.doitmarketing.com/apply and we'll craft a plan to help you speak more profitably. 

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 “True 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.

“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.

Want to apply for your Speaker Strategy Call to see how you can IMPLEMENT some of these concepts right away? Apply for your call here.

 

 

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 here

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.  

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 right here

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 >>



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 LinkedIn. Find out more at www.whetstoneinc.ca or www.adriandavis.com/blog.

Want to apply for your Speaker Strategy Call to see how you can IMPLEMENT some of these concepts right away? Apply for your call here.

 

 

17 Reasons You’re Not Making Money

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Had a terrific marketing mentor call with a new client who has made MILES of progress in the short time since we started working together.

During our last conversation, I praised his action-orientation, and the great progress he’s made in recent weeks. He acknowledged how much better he felt about his marketing, positioning, and programs.

But then he asked me a powerful question - “David, if I’ve made this much progress, why am I not making more money?”

I gave him my initial responses (it's still early in the game, not enough prospecting activity, no consistent sales process) but since then I’ve developed many more reasons that speakers, authors, coaches, and consultants aren’t making the money that they know they could and SHOULD be making.

Here are the top 17 reasons YOU might not be making the money you want and deserve. Do a quick self-check with the ones that resonate the most with YOU:

  1. You’re great at delivering your product or service but you’re terrible at marketing and sales
  2. You’re not getting the right kind of marketing or sales help in time – or at all!
  3. You’re not delegating or hiring part-time help to take care of the “intelligent gruntwork.”
  4. You don’t have a business plan/goal/vision/destination in mind, including failure to plan for failure!
  5. You have no differentiation – you’re trying to market me too, “Same-o Lame-o” boring stuff
  6. You don’t take yourself seriously (indicated by homemade business cards, freebie website, trying to cut every corner, etc.)
  7. You over-invest in these same things – fancy business cards, $25,000 website, overly expensive and overly broad advertising, and you think that’s enough
  8. You lack obvious expertise and you ignore thought leadership in your marketing mix
  9. You’re a mass generalist not an expert specialist – you try to be all things to all people
  10. You don’t develop alliances – Stop trying to succeed alone. Joint venture, build alliances, or use strategic partners
  11. You’re not connecting with prospects on their most relevant, urgent, and expensive issues
  12. You don’t have a defined sales process and find yourself winging it almost every time
  13. Your proactive outbound prospecting plan consists of sitting by the phone waiting for it to ring. (Not good!)
  14. You’re forgetting that we live in the Attention Economy - first you must earn your prospects’ attention and only THEN will you have a chance to earn their money
  15. You’re relying too much on one marketing channel (email, social media, direct mail, networking) and your prospects are starting to see you as an annoying pest, not a welcome guest
  16. You’re not adding enough tangible sources of excellence to your marketing mix - in other words, you’re failing to create marketing materials that are too good to throw away!
  17. You underestimate the amount of time and/or money it will take to grow your business successfully. Remember, not all things are going to work the first time. Or the tenth. Plan for experimentation, testing, and thousands of small adjustments along the way

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do it marketing manifesto free download

p.s. Want to make sure your business is focused on what matters most to maximize your influence AND income?

Download your copy of the Do It! Marketing Manifesto for free right here.

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, trusted advisor marketing, marketing expert, marketing for trainers, sales prospecting, marketing for consultants, sales and marketing, speaker marketing expert

7 Reasons Your Email Marketing Sucks

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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?

Hmmm...

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:

  1. Treating all your email subscribers the same - whether they've been on your list for 10 years or 10 minutes

  2. Not segmenting your email list based on relevance, interests, and behaviors

  3. 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"

  4. 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!")

  5. 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.

  6. 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)

  7. 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.

 Download your copy of the Do It! Marketing Manifesto for free right here.

Tags: email marketing, email marketing campaign, marketing funnel