Do It! Marketing Blog: Marketing for Smart People™

Imagine Yourself (Lucky 13)

LUCKY13

  • Imagine you're focused
  • Imagine it's working 
  • Imagine you've mastered marketing
  • Imagine you truly enjoy selling 
  • Imagine clients must qualify for you 
  • Imagine you're worth premium fees
  • Imagine you have unlimited prospects
  • Imagine money flowing easily to you
  • Imagine punching people in the face with value 
  • Imagine your money worries fading away
  • Imagine a clear game plan that you execute on daily
  • Imagine your business doubling, then tripling
  • Imagine working only when you want 
  • Imagine doing only work you want to do and delegating or outsourcing everything else
  • Imagine you are #1
  • Imagine you're a rock star in your industry 
  • Imagine you're booked solid 
  • Imagine you have your pick of high-profit projects
  • Imagine moving from five figures to six figures - or from six figures to multiple six figures on your way to seven!
  • Imagine speaking to hundreds of people regularly 
  • Imagine partnering with other experts whom you look up to as role models and now are lucky enough to call friends
  • Imagine generating thousands of web visitors 
  • Imagine building a huge tribe of loyal followers, fans, and subscribers 
  • Imagine doing this all in 13 days, 13 weeks, 13 months, or if you're really slow and silly (like me) 13 years 
  • You can do it

p.s. I know you can
Because I did
Starting 13 years ago today
Knowing what I know now, I'm confident YOU can do much (or all) of this in the next 13 months 

Do your future self a favor: 
Start.
Right.
Now.

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, trusted advisor marketing, marketing coaching, success tips, marketing consultant, marketing for consultants

Marketing Master Class: Corey Perlman on Social Media Overload

MASTER CLASS 2014Welcome to the 2014 Do It! Marketing Master Class Series

Here's where you'll get some of the smartest marketing advice from top marketers and entrepreneurs who share their best success secrets via in-depth interrogation-style interviews with yours truly... 

My special guest this week... 

Alyson LexCorey Perlman - Social Media Marketing Expert

Corey Perlman knows what it takes for busy entrepreneurs like you to dominate social media the RIGHT way. That means - strategically, smartly, and without wasting hundreds of hours on trivial nonsense. Corey's new book, Social Media Overload, is specifically designed to show you how to generate maximum social media impact in minimum time.

Download this Master Class (mp3) now

Share this with your pals, link to it from your own blog, tell 17 friends, go nuts and have fun! 

Please leave a comment below with your own experiences or questions about social media marketing, social media overload or anything else we talked about (including how to dominate social media without letting it dominate YOU!!)

short blog posts

Tags: marketing for coaches, social media, web marketing, linkedin, professional services marketing, marketing expert, marketing consultant, marketing for authors, social media marketing

Marketing Master Class: Alyson Lex on Marketing Smarter

MASTER CLASS 2014Welcome to the 2014 Do It! Marketing Master Class Series

Here's where you'll get some of the smartest marketing advice from top marketers and entrepreneurs who share their best success secrets via in-depth interrogation-style interviews with yours truly... 

My special guest this week... 

Alyson LexAlyson Lex - Copywriting and Direct Marketing Expert

If you’re ready to make your marketing work for you, consistently, over and over and over again…  then Alyson is your go-to person. She's a master of developing sales funnels that work. From architecture to products to copy that converts, Alyson takes you from “I don’t know” or “This doesn’t work” or even “I’m not having any FUN with this!” to “My Marketing ROCKS!” Listen in as we talk about strategy, marketing, copywriting, and sharpening your message and your methods...

Download this Master Class (mp3) now

Share this with your pals, link to it from your own blog, tell 17 friends, go nuts and have fun! 

Please leave a comment below with your own experiences or questions about direct marketing, copywriting or anything else we talked about (including having a really cool name that matches your profession perfectly!!)

short blog posts

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, trusted advisor marketing, marketing expert, marketing professional services firms, copy writing, marketing consultant, marketing for authors, marketing for consultants, content marketing

Marketing Master Class: Dan Janal on Publicity

MASTER CLASS 2014Dan Janal featured in the 2014 Do It! Marketing Master Class Series

Here's where you'll get some of the smartest marketing advice from top marketers and entrepreneurs who share their best success secrets via in-depth interrogation-style interviews with yours truly... 

Next up is... 

dan janalDan Janal - Publicity Expert

Dan Janal knows how to get business owners and entrepreneurs the media coverage they deserve to promote their services, products, and expertise. As the owner of PRLeads.com and PressReleaseSender.com, Dan is a publicity veteran, award-winning journalist, and the author of one of the very first internet marketing books (from 1994!) Dan is probably the only person who created 8 different businesses that each generate $100,000 a year by using 8 different business models!

Download this Master Class (mp3) now

Share this with your pals, link to it from your own blog, tell 17 friends, go nuts and have fun! 

Please leave a comment below with your own experiences or questions about maximizing publicity and the media to generate more awareness, more leads, and more business...

short blog posts

Tags: marketing for speakers, marketing for coaches, consultant marketing, thought leadership marketing, professional services marketing, trusted advisor marketing, marketing for trainers, entrepreneurship, marketing coaching, public relations, marketing consultant, marketing for consultants, publicity, dan janal

Marketing Master Class: Charlie Poznek on Podcasting

MASTER CLASS 2014Welcome to the 2014 Do It! Marketing Master Class Series

Here's where you'll get some of the smartest marketing advice from top marketers and entrepreneurs who share their best success secrets via in-depth interrogation-style interviews with yours truly... 

First on the tee is... 

poznek4Charlie Poznek - Podcasting Expert

Charlie Poznek is a seasoned entrepreneur and founder of The Boomer Business Owner podcast. If you want to build influential relationships, grow your audience, increase your website traffic, and raise your business profile in front of the prospects who matter most, podcasting can be one of the smartest ways to do it. Charlie shows you how.

Download this Master Class (mp3) now

Share this with your pals, link to it from your own blog, tell 17 friends, go nuts and have fun! 

Please leave a comment below with your own experiences or questions about podcasting as a marketing strategy...

short blog posts

Tags: marketing for speakers, marketing for coaches, consultant marketing, thought leadership marketing, professional services marketing, trusted advisor marketing, marketing for trainers, entrepreneurship, marketing coaching, marketing consultant, marketing for consultants

The Crazy Goodness of Short Blog Posts

short blog postsThey are hard. 

Never mastered them. 

Probably never will. 

Wait... 

p.s. Notice how nobody's ever been called "SHORT-winded"?

What do you think? Use the COMMENTS area below to share your advice, insights and recommendations on writing shorter, punchier blog posts. What's hard about it? What approaches do you use? 

short blog posts

Tags: marketing concept, thought leadership marketing, trusted advisor marketing, marketing expert, marketing coaching, copy writing, small business marketing expert, marketing consultant, content marketing, business blogging, small business marketing coach

17 vital differences between a market and an audience

17 vital differences market audienceAs a speaker, consultant, thought-leading executive or entrepreneur, you may have heard about the importance of building an audience for your work... Sounds great. 

But it's nowhere as important as developing a market for your expertise. 

Here are 17 vital differences between a market and an audience.

You can spend YEARS attracting and serving an audience that is NOT your market. And that's just sad, painful, and frustrating. 

These are as pernicious as they are deceptive. 

WHICH of these has been holding you back - confusing you - or set you to wondering how come you're not making more money?

Let's go down the list... 

  1. An audience listens - A market pays attention
  2. An audience wants entertainment - A market wants to solve problems
  3. An audience values an experience - A market values expertise
  4. An audience wants to watch - A market wants to act
  5. An audience wants information - A market wants implementation
  6. An audience reacts - A market responds
  7. An audience wants their questions answered - A market wants their answers questioned
  8. An audience wants you to be popular - A market wants you to be right
  9. An audience asks “What can you do?” - A market asks “What’s next?” and “What else?”
  10. An audience says, “Great show!” - A market says, “Great job!”
  11. An audience tells their friends - A market tells their boss
  12. An audience buys your book - A market reads your book
  13. An audience likes your ideas - A market implements your ideas
  14. An audience wants your autograph - A market wants to give you their signature
  15. An audience applauds - A market refers
  16. An audience says, “Thank you” - A market says, “Thank goodness!”

and finally - most important of all - read this next one as often as you need to...

17. An audience will HEAR you - A market will PAY you (well, often, and gladly)

Expert marketers not only build an audience - they develop a market for their value, ideas, products, services, and programs.

The next Expert Marketing Workshop starts soon if you would like to find out how YOU can do the same for YOUR business.

What do YOU think about building your audience vs. finding your market? Use the comments below and join the conversation... 

doitmarketing email out of office message

Tags: marketing for speakers, marketing for coaches, consultant marketing, consulting firm marketing, thought leadership marketing, marketing professional services, professional services marketing, trusted advisor marketing, marketing expert, marketing for trainers, marketing professional services firms, marketing coaching, expert marketing, professional speaker marketing, motivational speaker marketing, marketing consultant, marketing for authors, marketing for consultants, thought leadership, inbound marketing, professional services selling, lead generation, recognized authority, market vs. audience

77 Rules of the Road (for Marketing, Business and Life)

77 rules of the road marketing business life

  1. Whatever it is you're working on - it's NOT what you think it is
  2. And it's BIGGER than you think it is
  3. Your job is not to work alone - lone wolves starve to death
  4. Your job is to build containers for collaboration
  5. You need three groups of people... 
  6. You need your posse (partners, colleagues, team)
  7. You need your tribe (followers, fans, customers, clients)
  8. You need your dream team (advisors, coaches, mentors)
  9. And you must avoid one group at all costs... 
  10. Keep away from the herd (sheep, lemmings, tire kickers, goofballs)
  11. "Yes" is almost never a good first answer
  12. Focus like a maniac on what matters most
  13. Turn off email - Yes, really
  14. Live out of your calendar, not your inbox
  15. Be kinder than you need to be
  16. Let go to move faster
  17. Stop letting fear make your decisions for you
  18. Learn to love the verb DECIDE... 
  19. Make more decisions
  20. Make faster decisions
  21. 90% of your decisions can always be changed later
  22. The magic word to get most anything you want: ASK!
  23. Charge premium fees...
  24. Good clients will follow
  25. Bad clients will fall away
  26. Stop asking for permission...
  27. Why? Because you already have it
  28. You don't need to see the whole staircase - just the first step
  29. Action eliminates fear
  30. Overdeliver like crazy
  31. It's better to have a capacity problem than a sales problem
  32. Customer loyalty goes both ways
  33. The saddest referral is one that was earned but never given (See #22)
  34. If it doesn't matter to your customer, it doesn't matter
  35. Forget features and benefits
  36. Focus exclusively on outcomes, results, and payoffs
  37. Learn to speak prospect language about prospect problems
  38. If you want to sell fire extinguishers, first show the fire
  39. If you don't risk turning some people off, you'll never turn anybody on
  40. Diversify while still specializing
  41. If you can prove what you do works, you win
  42. People never argue against their own opinions, data, and feelings
  43. When selling an idea, show up with a bucket, not a microphone
  44. There is no "sales gene"...
  45. Everyone can sell once they find their own voice 
  46. Marketing comes down to four words: Offer value, Invite engagement
  47. Imagine that it's easy
  48. Good things come to those who bust their ass and never give up
  49. Your success day in and day out, year in and year out depends on two things... 
  50. How fast you're willing to learn (relearn, unlearn)
  51. How much you're willing to grow (personally, professionally, emotionally)
  52. Every prospect qualifies - they just might not qualify for YOU
  53. If the first version of your product/service isn't embarrassing, you waited too long to launch it
  54. Happy people are that way because they want to be
  55. Miserable people are that way because they want to be
  56. Please secure your own mask before assisting others
  57. If you're a great starter, learn to finish
  58. Are you willing to do what you have to do so you get to do what you want to do?
  59. If you ain't got people skills, I don't care how smart you are - you're dead
  60. Stop acting like a numbnutz and your life will improve
  61. Different isn't better
  62. Better is better
  63. Until you have loved a dog, part of your soul remains unawakened
  64. Get out of the office - yes you - yes right now. That's where life happens
  65. Happiness is to have family that you treat like friends and friends that you treat like family
  66. Everyone needs allies, advocates, brothers, sisters, and co-conspirators in mischief and merry-making
  67. Getting what you want is easy - Deciding what you want is the hard part
  68. Fish gotta swim, birds gotta fly, writers gotta write, dancers gotta dance... 
  69. So what are you waiting for? 
  70. Don't carry home-made business cards...
  71. Don't build a free template website...
  72. Professionals use professional tools
  73. Get serious, get help, or get out
  74. If mama ain't happy, ain't nobody happy - remember that
  75. Once a day, do something brave
  76. Once a day, do something kind
  77. Once a day, do something smart

___________

Grab your FREE copy of the Strategic Marketing eBook.

And then leave a comment below with what YOU would add to this list.

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 success, business coaching, marketing book, professional services marketing, trusted advisor marketing, marketing expert, professional speaker marketing, marketing coach, success tips, marketing consultant, doit marketing, do it marketing, sales and marketing, success

Marketing Coach: 5 Skills to Accelerate Your Success

describe the image
2013 is almost over... 

  

And here's a tough question for you: 
 
If your 2014 ends up just like your 2013, would that be acceptable to you? 
 
OR... 
 
  1. Do you want to reach larger numbers of people who need your services and who are happy to pay you premium fees? 
  2. Do you want to connect with more prospects and create more sales? 
  3. Do you want to become known as the "go-to" person in your field and top choice in your industry? 
  4. Would you like ongoing support and access to instant-action marketing strategies, tactics, and tools to grow your business?
     
If you want to accelerate your business beyond where you've been - perhaps significantly so - then you'll need to master these 5 key skills and behaviors:
 
  1. Attract More New Clients WITHOUT breaking the bank with expensive paid advertising/marketing
  2. Increase Your Client Retention so that each client stays with you longer, giving you more revenue AND creating better client outcomes, more repeat business, and more referrals
  3. Streamline and Perfect your "Introductory" and "Enrollment" process so that more sales happen
  4. Start Building Systems that will support your business as it grows so that you have more clarity, confidence, and control
  5. Implement a Perpetual Marketing Plan that fits your particular strengths, personality and preferences AND puts cash in the bank, month after month
     
Last month, I launched the new Do It! Marketing Accelerator program and we have 9 fabulous people enrolled as of right now. These 5 skills and behaviors are a big part of what we're going to focus on during the coming months... 
 
Our first Accelerator conference call is scheduled for this Thursday, December 5thAnd before the doors close on this kickoff program, I wanted to invite you to consider if this program is right for you... 
 
There are 6 more spaces available and then the program is CLOSED... 
 
You are warmly invited to take a peek at everything you get - all designed to give you MORE momentum, MORE focus, MORE clients, and MORE revenue.  
 
There are TWO ways to join - a monthly option with zero obligation (cancel any time) and an annual option that gives you additional savings and benefits.  
 
Looking forward to the possibility of YOU joining us... just in time to accelerate your progress and your revenues in 2014 and beyond.
 
p.s. FAST-ACTION BONUS: If you register at the bottom of this page by Thursday December 5, you'll get TWO 60-minute private mentor sessions with me personally to work on your marketing, sales, and business growth game plan for 2014 and make sure you're positioned for success ($720 value). We'll schedule one in December and one in January. Don't miss out! 

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, marketing professional services, professional services marketing, trusted advisor marketing, marketing expert, marketing coaching, selling professional services, marketing coach, marketing consultant, marketing for authors, marketing for consultants, doit marketing, do it marketing, small business marketing coach

WIIFM is dead. Long live WNOR

new radio station wnorFor a very long time, you couldn’t sit through any marketing seminar or sales training without some moron blathering on about the radio station WIIFM - “What’s In It For Me?” as if this was cutting edge information that you had never heard before.

Well, we’re changing the station, folks… because the only radio station your prospects care about today is WNOR:

  • Wants

  • Needs

  • Outcomes

  • Results

Let’s dig into each one of these individually so that YOU can begin broadcasting your marketing and sales messages on this channel to get more leads, attract better prospects, and close bigger sales.

Wants. Wants are desires. These are aspirational, positive things that your prospect is attracted to. Examples include more time, more money, more hair, more sex, more happiness, more cupcakes… you get the idea. In order to enter the conversation already happening in your prospect’s mind, it is vitally important that you speak prospect language about prospect wants. NOT industry jargon. NOT marketing-speak. Plain English. Put another way: this is where your prospects want to go.

Needs. Needs are problems and challenges that your prospect is looking to solve. Needs are generally articulated as pains, hassles, heartaches, headaches, and gaps. When there is a need, it is calling out for something. A fix, a missing puzzle piece, or a solution. Put another way, these are your prospects’ obstacles and roadblocks that need to be removed in order for them to achieve their wants.

Outcomes. Outcomes live on the other side of your prospect buying your product or service. Once they buy, use, install, or consume what you’re selling, their condition improves. Outcome statements are phrased in terms of boosting the positive (teamwork, innovation, productivity, profitability, etc) and reducing the negative (complaints, defects, returns, injuries, wasted time, wasted money, inefficiencies, etc.)

Results. Results are the emotional benefits of achieving the outcomes. Another way to put this is that results are the “ultimate destination” or payoff that stems from the outcomes. The pivotal phrases you can use to frame results are: “so that you feel...” - “so you restore...” “so you regain...” - “so you can relax about…”

Here’s a complete example from my work with small business owners and independent professionals who want to grow their business.

Use this as a "fill-in-the-blank" model - Remove MY language and plug in YOUR language that corresponds to YOUR specific product/service/value in ways that YOUR prospects will recognize, respect, and resonate with.

Wants:

Perhaps we’re a good fit to work together if you want to:

  • Get laser-focused on getting more clients in less time and with less struggle
  • Raise your fees and start working with more profitable clients
  • Build a perpetual marketing plan that fits your particular strengths, personality and preferences
  • Make small shifts in your positioning and promotion that will open the floodgates to more revenues  

Needs:

As a small business owner, independent professional, or entrepreneur do you…

  • Get stuck when trying to figure out how to attract more clients and generate more revenue…
  • Feel overwhelmed by the vast number of marketing options you could be doing to grow your business…
  • Regret being burned by so-called marketing "gurus" that promised a quick fix…
  • Suffer disappointment when investing in marketing solutions that seem to work for "everyone else..."
  • Fear that your business is sliding back to where you were 2-3 years ago rather than leaping ahead…
  • Find increased resistance today from clients and prospects about pricing…
  • Have more prospects saying "No" to you and lose sales that you used to close easily
  • Feel like you're banging your head against a wall - which gives you a giant marketing headache...

Outcomes:

Here are just some of your skills and abilities that will improve as a result of this program:

  • Experience Marketing Detox: Stop poisoning your business with short-term "flavor of the month" initiatives and commit to a plan that works and lasts
  • Discover why results DON'T come from "quick fix" schemes or outdated "best practices"
  • STOP losing deals on price and confidently step into "Premium Positioning" while also raising your closing ratio and boosting your referrals
  • Analyze the types of marketing activities that fit your unique personality, strengths, and preferences
  • Build (or rebuild) a detailed marketing "blueprint" with hand-selected marketing activities and tasks that you'll actually enjoy doing
  • Increase perceived value so you're considered a partner - not a "peddler"
  • Tailor a questioning plan and set specific goals for every phase of your marketing and sales process
  • Gain powerful insights into your prospect's problems, obstacles, and challenges -- and create "indisputable points of proof" that you can solve them
  • Anticipate buyer behavior to prevent fence-sitting and endless stalling
  • Implement a Perpetual Marketing Plan that brings results daily
  • Use "inbound marketing" strategies to attract clients and customers to your expertise, regardless of price and regardless of your competitive environment
  • Do what needs to be done (finally!) to create a permanent foundation for your entrepreneurial success

Results:

Results you can expect after this program:

  • You'll consistently attract a much higher caliber of client
  • You'll clearly articulate your premium pricing - and never cave on price again
  • You'll feel focused on what matters most and make significant progress daily
  • You'll be positioned as an expert
  • You'll feel extremely confident
  • You'll concisely convey exactly how your business helps your clients
  • You'll trust yourself more than ever
  • You'll have a razor sharp profile of the ideal clients you want to serve - and you'll know exactly where to find them
  • You'll do ONLY marketing tasks that you find easy, effortless, and enjoyable
  • You'll feel inspired, supported, and motivated to take action
  • You'll know how to leverage your time and intellectual property

Your turn - how can you use the above WNOR model to restructure your marketing messages, web copy, sales letters, or other collateral so that they resonate 100% with your best prospects, customers and clients?

Please use the comments area below to share your advice, insights, and recommendations on using WNOR messaging in YOUR marketing and sales process.

WNOR

Tags: marketing speaker, marketing success, marketing concept, thought leadership marketing, professional services marketing, trusted advisor marketing, marketing expert, selling professional services, small business coach, marketing strategist, marketing consultant, small business marketing, doit marketing, do it marketing, marketing tip