Do It! Marketing Blog: Marketing for Smart People™

Client Case Study: John Ramstead


"Best investment I've made in myself and my business"

Before join our mentoring program, the most John was paid for a speaking engagement was $200. He's now doing 24+ keynotes per year, getting $5,000+ each, generating 6 figures per year in addition to his coaching, training, and consulting for premium clients at premium fees. Listen to his story above. 

Highlights: 

"I used to struggle with pricing, positioning and finding prospects."

"I was putting in a lot of work and not seeing great results, and finding too many free gigs!"

"Before, I was quoting $1,500 but the most I'd been paid for a speaking gig was just $200."

"I got my first $25,000 client for coaching."

"Your help with connecting my value to the fee was a huge game changer for me."

"This isn't a hobby for me, I want to have a successful business, supporting my family and traveling."

"I walked out with actionable copy, messaging, speaking and coaching packages, and exactly how to market plus real-world feedback from you and the other brilliant people in the group that this was really going to work."

"Light years better than sitting here alone trying to figure it all out myself."

"In the last 12 months, I've had about 24 paid speaking engagements, averaging over $5,000 each. That's not even including my coaching and consulting clients!"

"I just moved my coaching rates from $25,000 to $30,000 per executive and some clients pay more if it's coaching for a whole team."

"It's now time to invest in yourself and in this mentoring."

"I thank you constantly for what this program gave us. I went through it with my wife who is also my business partner, and we both still refer to your materials regularly - it's this constant resource and encouragement to keep moving forward." 

"If you're serious about building a business, you need to find someone to help you. You can figure it out on your own because we're all smart people. But why take three years to do something that could take you three months?"

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/call 

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/call and we'll craft a plan to help you speak more profitably. 

Client Case Study: Kathy Parry


"From sporadic $500 gigs to regular $6,500 gigs"

Kathy was up against competition from giant corporations and was struggling to get regular gigs and break past an $800 fee - until now. Listen to her story above. 

Highlights: 

"I was up against competition from giant corporations and I needed a shift."

"I was pigeon holed and wasn't getting the fees or work I wanted, I needed help!"

"My fees went from $500 to $6500 after doing the work in the program"

"I feared I may have had to get a J-O-B before I met you."

"I previously bought training and mentorship but wasn't seeing the results I wanted."

"I loved your very specific and streamlined instructions on what to do to succeed."

"I would still be awake at night worrying about how I was going to make this work, if I hadn't met you."

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/call 

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/call and we'll craft a plan to help you speak more profitably. 

7 Best Public Speaking Podcasts

7-best-public-speaking-podcastsCheck out this list of the 7 best public speaking podcasts for motivational speakers, consultants, and experts who speak professionally.

The most successful public speakers are always looking for that ONE new idea to help them grow their business and improve their speaking.

Some of these public speaking podcasts offer tips and information to become a better speaker. Others help you better monetize your expertise as an entrepreneur. And some just have my favorite public speaker podcast hosts or as guests, to help you speak more profitably.

1. The Speaking Show is an interview/educational podcast focused on a core audience of speakers, consultants, and thought-leading executives and entrepreneurs (good-looking folks like YOU) who want instant-action strategies, advice, and insights to grow your speaking-driven business. If you're a speaker, trainer, consultant, keynoter, coach, facilitator, author, seminar presenter, online course creator, or information marketer - this is the show for YOU. We'll talk about strategies, tactics, and tools to help you grow your speaking business fast.

2. The Toastmasters Podcast is a top rated talk show featuring interviews with Toastmasters usually featured in the Toastmaster magazineThe Toastmasters Podcast is co-produced by Toastmasters International and Archieboy Holdings, LLC, for our global audience of Toastmasters and those interested in public speaking and leadership. Join your hosts, Bo Bennett, Ryan Levesque, and Greg Gazin in a discussion about communication and leadership with Toastmasters around the globe.

3. The National Speakers Association Podcasting Network features the Voices of Experience audio magazine and other content provided by NSA. Voices of Experience® is an audio magazine in which top public speakers share their experiences to bring members vital, up-to-date information on every facet of the speaking profession. Tune in if you want to win more stages, improve your craft, and grow your business.

4. The Go-Giver Podcast inspires and teaches – which makes it one of the great podcasts for public speakers. Bob Burg is a sought-after motivational speaker at company leadership and sales conferences on topics at the core of the Go-Giver books. A former television personality and top-producing salesperson, Bob has shared the platform with some of today’s top business leaders, broadcast personalities, coaches, athletes, and political leaders, including a former U.S. president. Bob is an advocate, supporter, and defender of the free enterprise system and believes that the amount of money one makes is directly proportional to how many people one serves.

5. What the Speak Podcast Bryan Kelly provides video and audio podcasts that are all about "helping you kick ass when you speak, present, or pitch. For real. No joke." Amazing episodes with truly powerful presenters, you’ll receive PROVEN methods and insider secrets from top professional speakers, best-selling authors, and leading researchers.

6. The Public Speaker's Quick and Dirty tips for improving your communication skills, hosted by Lisa B. Marshall. I have been a fan for some time now, and I like Lisa’s style.

7. The Presentation Scientists (formerly The Ethos3 Podcast) features Scott Schwertly and Gabrielle Reed of Ethos3 where each week they discuss the science of presentations. Their goal is to help you discover how to use smart public speaking strategies to win the hearts and minds of any audience.

 

 

 

 

 

Tags: motivational speaker podcast, public speaking podcast

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

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/call 

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/call 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/call 

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/call and we'll craft a plan to help you speak more profitably. 

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

3 Secrets to selling to the c-suite (1).png

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.

2. 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.

3. 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 

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