Do It! Marketing Blog: Marketing for Smart People™

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.

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.

 

 

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

Should You Speak For Free? 14 Tips on Free Speaking

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Should you speak for free? 

Yes - if you do it in front of the right people who are in the right room for the right reason... 

And along the way to answering this question in more detail, you're also getting your 80-20 Speaking-as-Marketing strategy so let's dig in...

Research from professional services marketing firm RainToday.com shows that the #1 source of new clients and new business is "Speaking at conferences and events."

But how do you get started? And what if you're a professional speaker or expert whose goal is to get PAID to speak (at least sometimes)?

The bad reputation around free speaking is that most people speak for free when they have no idea how to find paid speaking.

And let's define that even further because there are two kinds of paid speaking:

  1. Paid to speak = professional experts who speak for a fee
  1. Paid because you spoke = no-fee lead-generating speaking to select groups of your ideal clients / focused target market

If you're doing anything other than those two, you are spinning your wheels, wasting your time, and getting frustrated and mad. And I don't blame you!

As I like to say, “Only idiots speak for free.”

In my opinion, in fact, there is no such thing as a "free" speech if you know what you're doing. You are always getting paid - either in dollars (nice!) or in leads (nicer!) or in sales (nicest!!)

Sadly, many executive and entrepreneurs do NOT know what they're doing when it comes to speaking as a marketing strategy. But don't worry - I'm here to help you get this right once and for all.

Here’s a quick checklist to help you decide when you should speak for free - and when you should not. 

Speaking for free is stupid... IF:

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

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

  1. Based on factors that you've identified, there's a high likelihood that your next 2-3 high-ticket clients are hiding in that audience
  2. You've researched and found proof that it's an event with the right people in the right room who are there for the right reasons (your people who have your problems and are looking for your solutions)
  3. You're delivering your signature speech that implicitly sells your products, services, or programs (consulting, coaching, professional service, etc)
  4. The organizers aggressively market to fill the room and offer follow-up to drive people back to your offer (via email, website, blog, giving you the registration database, etc.)
  5. Other speakers have generated strong sales by speaking to this same group
  6. You have proactively targeted this specific group / conference / event as one of your "dream revenue opportunities"
  7. They put very few or no restrictions on what you can do, say, and sell at the event, after the event, and on an ongoing basis

Whether you're an executive, entrepreneur, consultant, or high-fee expert, you need an 80-20 speaking-as-marketing game plan.

It's called 80-20 because even if part of your business model is to get paid to speak, you'll do much better speaking for free 80% of the time and getting paid 20% of the time.

Here's some quick math to help you operationalize this (whether paid speaking is currently part of your business model or not):

PAID SPEAKER model:

GOAL = 2 paid speeches per month @ $5,500 fee

8 free speeches per month to high-probability groups of prospects

= 2 speeches per week with specific call to action, offer, or next step to drive sales

ENTREPRENEUR model:

GOAL = 2 high-ticket clients/ projects per month @ $15,000

8 free speeches per month to high-probability groups of prospects

= 2 speeches per week with specific call to action, offer, or next step to drive sales

So as you can see - the two models are incredibly similar.

Speaking-as-a-marketing-strategy works whether you want to pursue paid speaking OR NOT.

In fact, a whole lot more possibilities open up if you have more to sell than just "another speech" to another group.

Something to think about to help you boost your success:

Think about what YOUR speaking-as-marketing strategy would look like.

Want some smart strategies to help you generate more revenue, profits and sales every time you speak? Of course you do - so grab your Speaking Profit Maximizer cheat sheet... 
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Grab your FREE "Speaking Profit Maximizer" Cheat Sheet

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

Love these ideas? Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star :o)

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

Beware the marketing coach who does not DO

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OK I have to say it...

I'm getting really REALLY tired of these so-called gurus and coaches who are supposedly teaching people how to "make millions as a [fill in the blank - speaker, author, infomarketer, coach, etc]" yet they have never earned a $5k+ speaking fee, they've never sold more than 1000 books, they've never sold more than a few thousands dollars in infoproducts, and they've never coached more than a few dozen people.

Here's the deal, people - ASK your next coach, guru, teacher, or mentor the following questions based on the subject you're enrolling to learn.

For example...

1. Speaker marketing coach:

  • How many times a year do you speak FOR MONEY? 
  • At what fee? 
  • Who are five of your most recent paid speaking clients?

2. Book marketing coach:

  • Is your book self-published or with a major publisher? 
  • How many books have you sold? 
  • If you claim "bestseller" status - what lists and for how long were you on the list? 
  • Where is your book TODAY in amazon sales rank (less than 25,000 is good)

3. Group coaching/online course creation guru:

  • How many group coaching programs or courses have you run? 
  • Since when have you been filling your own groups? 
  • What's your average enrollment? 
  • At what price point? 
  • Can you show me the sales page for three of your recent programs?

4. Infoproduct coach:

  • How many infoproducts do you currently sell? 
  • What's your monthly sales volume on your top 2-3 products? 
  • Can you show me the sales pages for several of your products?

5. Private Coaching guru:

  • How many private coaching clients do YOU currently work with? 
  • What are your coaching packages and fees? 
  • Do you charge by the hour? (It's a BIG red flag if they say yes!) 
  • What percentage of your coaching business is repeat and referral? 
  • What's the average amount of time and money that clients spend with you?

6. Marketing/business growth coach:

  • How long have you been running your business? 
  • Do you have other sources of income besides this business? 
  • What are they? 
  • What are the typical outcomes clients get from working with you? 
  • Have you DONE what I want to do - or do you just teach it? 
  • How many clients have you worked with? 
  • What separates your successful clients from your not-so-successful ones? 
  • Then check out their recommendations on Linkedin and their client testimonials on their website (how specific are they? how many? how credible? Full attribution with person's name, company, position, etc?)

There are a lot of people out there who LOOK like they have it going on - pitching their "Million Dollar" this and "Million Dollar" that...

Sad to say, a LOT of it is smoke and mirrors. Motivation, inspiration, pretty websites, great photos of smiling, jubilant bootcamp or retreat attendees, a big social media footprint, great looking videos...

But scratch the surface and the gold glitter starts to flake off in big chunks as you realize you've just been taken for a ride by a very pretty or handsome con artist and suddenly, you're out a few thousand dollars (or a lot more) with nothing to show for it except that empty feeling in the pit of your stomach that you're not any closer to achieving your goals for your business, your bank account, or your lifestyle.

Don't follow the herd - you're not a lemming or a sheep.

Find the people who are the REAL DEAL, who only preach what they themselves practice, invest wisely, and choose carefully.

That is all. Rant ends here.

And next time - we'll tackle the rant of the CLIENT who does not do. (That rant might be even juicier than this one, don't you agree?)

 

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Tags: marketing for speakers, consultant marketing, thought leadership marketing, professional services marketing, trusted advisor marketing, marketing expert, marketing professional services firms, marketing coaching, marketing coach, marketing for consultants, do it marketing, small business marketing speaker, small business marketing coach

How to Generate End-of-year Revenue NOW

 

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These don’t need a lot of explanation on my part - especially because you’re getting “copy and paste”-ready emails you can quickly adapt to your specific situation and then hit send!

The first email template is more appropriate for your corporate prospects.

And the second email template is more appropriate for your small business /entrepreneur prospects.

In both cases, the approach and the mantra is “Invest 2018 Dollars for Your 2019 Success” (in fact, that would be a pretty good subject line for a standalone email blast if you wanted to "go big" with this idea).

Here's your template for your personalized 1-on-1 emails to corporate folks:

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Subject: Peter - Invest 2018 dollars for your 2019 success

Peter,

Wow - time flies! Wanted to follow up with you from our meeting back in September. Thank you so much for your kind words about my book and how relevant those ideas are to your team.

AND - here's the crazy idea: I know it's end-of-year crunch time but if you have some "use it or lose it" budget money left over for the US division, would it make sense to order Do It! Marketing books for everyone? Depending on how much I can help you spend that budget (Ha!), we can also talk about presenting customized seminars for your team.

Again - wacky idea. But I didn't want to let November and December slip away without reconnecting and asking you. What do you think?

-- David

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

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Subject: Steve - possible icing on the cake?

Steve,

Thank you for connecting with me a few months back about the possibility of doing some work together.

I generally don't give tax advice... scratch that - I NEVER give tax advice... but this is the time of year that my clients, both old and new, tend to start working with me OR renew their marketing program because:

Tax savings - Offset 2018 income OR add business deductions to lower overall taxes due. Let Uncle Sam chip in to help you grow your business.

Credit card or loyalty points - Want to keep that hotel status? Are you just a few thousand points shy of getting bonus airline miles or the next level up on your favorite credit card loyalty program? Invest now and crank up the points so you maximize your benefits.

So if you've been on the fence about our possible collaborations, this is the time to consider one of the following programs:

1. Speaker Profit Formula Mentoring Program

2. Do It! Marketing Platinum Mastermind Program

To see if one of these is a fit for you, please email me -- OR let's set up a time to talk by following this link. (link to your scheduling software - I use ScheduleOnce)

Looking forward to discussing what YOU are up to and how we can make your business more focused, more profitable, and more fun in 2019 and beyond.

-- David

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Send a dozen of these emails starting right now - and then please DO let me know how many thousands of dollars in 2018 revenue you’re able to add to your bottom line over the next 30 days.

p.s. If YOU yourself are in one of the above situations (i.e. considering working with ME either as your marketing speaker or your marketing coach), these reasons are just as valid for YOU to get in touch with me over the next 30 days as they are for YOUR clients and prospects to get in touch with YOU. Click here to book a call with our team.

Just sayin’...

Now get behind that computer and DO IT!!!

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

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

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


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

7 Quick Truths of Business Coaching

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1. Most business coaching isn’t really “coaching” - it’s much more 1-on-1 consulting or training or mentoring. The traditional coaching model assumes that the client has the answers  - the coach shows up only with questions. In most business situations in which you as a speaker, author, consultant, or independent professional would be asked for “coaching” - what the prospect is really asking for is 1-on-1 access to you for both questions AND answers

2. Setting up a coaching or 1-on-1 mentoring profit center can be fast, easy and lucrative - When I started adding 1-on-1 marketing coaching services to my offerings back in 2003, I was working hourly (huge mistake). Even then, I would make between $500-$1500 per month per client. And it took me zero prep because clients were paying to tap into knowledge and expertise that I already had! Today I sell three sessions for $2,500 and 90 days for $8,500. Crazy, right?

3. Coaching is a commodity and most coaches are broke - While this is true (sadly), that doesn’t mean that you can’t break the mold. And also remember that this fact is about traditional life coaching or success coaching - NOT business coaching. According to surveys by the International Coach Federation (ICF), the median annual income for coaches is $29,100. That means that HALF of all coaches make even LESS than that! So obviously, this is NOT the private coaching model that I am recommending to you. Instead…   

4. Adding “private coaching” (really 1-on-1 consulting/mentoring) to your business model can vastly increase your earning potential as a speaker, consultant, author, and high-fee expert. Before I started my marketing coaching practice, my sole source of revenue was speaking and training. Clients and audiences would ask me, “What’s next?” and my answer was limited to “What’s the next seminar or training class you need?” Today, the answer is a scalable, high-profit series of private coaching programs. For each of the past 6 years, I’ve generated over $200,000 in private coaching income. That’s over a million dollars during that time - and that’s in addition to my other revenue streams.  

5. You do NOT need to be a certified coach and work through hundreds of hours of training to offer 1-on-1 private coaching programs - All you need is a well-packaged program, a systematic and repeatable process, and some structure for how you want to deliver value in a highly-personalized 1-on-1 relationship with your very best clients who will happily pay premium fees for direct access to you and the expertise you already have.  

6. People WANT to take you home. If you’re a successful speaker, consultant, author, or high-fee expert, buying private coaching from you can be a huge ego-boost for high-achieving executives and entrepreneurs. If your private coaching program is systematized, well-marketed, and well-documented - it will be extremely well-received by clients. Yet so many folks can't quite crack the code of how to add private 1-on-1 coaching to their professional practice…

7. It’s both easier - and harder - than it looks. Read this post for a cautionary tale about a completely unethical and incompetent way to offer private coaching programs. That is NOT the path I recommend. Rather, you need to sit back and strategically decide how to create, promote and profit from private coaching programs you can build around the expertise you ALREADY have. If you want some fast-track help to make the planning, implementation, and monetization way easier, faster, and more profitable, book a free strategy call with one of our coaches.

p.s. Want to apply for your Speaker Strategy Call to see how you can USE some of these ideas right away? Apply for your call here.

 

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, marketing professional services, trusted advisor marketing, marketing for trainers, marketing coaching, selling professional services, professional speaker marketing, marketing coach, marketing for authors, marketing for consultants, doit marketing, do it marketing

These 7 Strategies Will Make Your Marketing WORK

As one of the few experts who only preaches what I practice - and what has worked for hundreds of my students - here's the real deal on the 7 key strategies that need to be firing on all cylinders for your business to grow.

Questions I get from smart cookies like you all the time:

  • David, what does it take to gain pre-eminence in my market?
  • How can I become the go-to person in my topic/niche?
  • Why am I still wrestling with the feast-or-famine revenue roller coaster?
  • How can I set and get premium fees when clients are tight with budgets?
  • How can I expand my reach, grow my list & build my platform?
  • How can I recession-proof my business so that I make money regardless of the economy and industry ups and downs?
  • I'm plenty busy - why aren't I making more money? 

All these questions have their answers hidden in one of 7 key areas of your thought-leadership business as a consultant, speaker, coach, author or independent professional...

Let's explore each one - and see how you can tune, tweak, and improve anything that's missing, not performing, or could use a major overhaul in YOUR business...

1. Speaking - obviously, this is my area of expertise. Having a solid speaker marketing strategy is vital to help you gain visibility in front of audiences who matter (aka buyers and decision-makers); generate leads for your back-end professional services; and generate significant revenue in paid professional speaking fees for your workshops, seminars, keynotes, trainings, workshops, and private events. Speaking is one of the most powerful lead-generators and revenue-generators in your expertise-driven business.

But how do you scale this above and beyond the audiences that you can reach through live speaking? The next pie slice has your answer...

2. Online Courses - The most successful experts, speakers, consultants, and coaches are embracing the power of online courses, e-learning, and digital distribution methods for their expertise. The first benefit here is pure scalability - your business can reach thousands (or tens of thousands) of ideal customers, prospects, and buyers through the power of online courses. As a source of revenue, online courses are hard to beat because you create it once - and get paid over and over and over. This allows you to create a freedom-based business where your value is no longer tied to your personal time, attention, and presence. Jackpot!!

But now how do you reach those thousands of eager prospects, buyers, and decision-makers? Let's look at the next piece of the pie...

3. Webinars - The day I fully embraced webinar marketing back in 2012, my entire business - heck, my entire life - changed dramatically. We are living in an "Attention Economy" - meaning, when it comes to getting clients, you first need to earn their attention and only then do you get the chance to earn their money :o) The #1 best way to deliver massive value to your subscribers, fans, followers, prospects, and buyers is with content-rich webinars that teach actionable strategies, tactics, and tools. You need to be radically helpful and radically generous. This is what converts strangers to friends and friends to prospects and prospects to paying customers who love you, buy, repeat, recommend, and refer like crazy.

But webinars presented here and there sporadically and without a clear strategy are not going to do the trick. So you need...

4. Funnels - 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 extend offers and invitations 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.

But what about long-term stability and predictable revenue? The best way to share your expertise and gain this benefit is...

5. Consulting/Coaching - Having longer-term engagements on your service menu - such as 90-day coaching packages or year-long consulting programs or monthly facilitated mastermind roundtables - is a great way to increase your impact on client results. Remember, people don't really value transactions - but they VERY much value programs and services that deliver transformation. And delivering results over a sustained period of time is the best way to guarantee your clients' success. Because of the greater depth, breadth, and duration of these engagements, it is much easier to get premium fees from premium clients who are deeply committed to the transformation you offer that will get them the results they truly want. These longer-term engagements also provide the foundation of your financial stability because the income is significant and ongoing.

But then how do you capture "lightning in a bottle" to let all the folks who can't afford your consulting or coaching know you are the real-deal resource who can help them when they're ready to transform?

6. Publishing - One of the best ways to do this is with publishing a nonfiction business book based on the expertise you already have. Writing, publishing, and promoting a business book that captures your methodology, training, and tools is an outstanding way to build your platform, expand your reach, and establish your authority as the "go-to" expert in your specific topic, niche, or industry. After all, you "wrote the book" on it so you must be a highly credible expert. And - some tough love coming up here - your book needs to be excellent. Not just good or very good, but truly great. It does NOT need to be long - in fact, the bestselling business books of all time are less than 120 pages in a small 5x7 trade publishing format. But just writing a book for the sake of having a book (and a crappy one at that) is definitely not going to help promote your expertise. That's why the book needs to be marketed, launched, and sold for the long-term impact it can have on your professional success.

And what makes all of these components really take off? It's about how you articulate and distinguish them with your messaging and packaging, which means you need to master...

7. Copywriting - Copywriting has nothing to do with patents, trademarks and copyright notices ;o) "Copy" is written content conveyed through online media and print materials. Copywriting is one of the most essential elements of effective marketing and successful selling. It is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action. Good copy resonates with the reader and is relevant, valuable, attractive, and effective in communicating the value, impact, results, outcomes, and emotional payoffs tied to investing in and benefitting from your products, services, or programs. The better you are at copywriting, the more prospects, leads, and sales you will generate because you'll be able to quickly get your prospects to "get it, need it, and want it" when considering buying from you.

 Grab your FREE copy of the Strategic Marketing eBook.

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

 

Tags: marketing for speakers, thought leadership marketing, professional services marketing, trusted advisor marketing, product development, professional speaker marketing, marketing for authors, marketing for consultants, thought leadership, doit marketing, doitmarketing, product development for experts, 50 shades of pay

50 Shades of Pay

doit marketing 50ShadesofPay

Strap in and hang on - you are getting the mother lode of product development ideas right here in this post. Yes, that's right - below are 50+ ideas to help you productize, monetize and distribute your expertise.

Why is this important to you? (Yes, MORE important than reading about 50 shades of whips, handcuffs and lingerie...)

Well, here are some questions to help you answer that for yourself...

As a speaker, author, or thought-leading professional, do you...

  • Feel exhausted by long days filled with time-consuming one-on-one client work, running from one meeting to the next, and an endless stream of emails and phone calls... 
  • Find yourself frustrated by chasing the broken business model of trading hours for dollars... 
  • Fear that your business is taking over your life with less and less free time for creative play, family and friends, and proactive planning and business development... 
  • Wish you could LEVERAGE yourself and your knowledge to generate more PASSIVE income... 
  • Want to figure out how to work with better clients while making even MORE money and working LESS? (Yes, really!!) 

Shhh... Here's the SECRET you don't want your friends, clients, spouse, neighbors, or colleagues to know: Although you are very successful, you still want MORE... and you're really not sure how to get to that next level...

Somehow, some way, you want to grow your thought leadership platform so you get:

  • MORE Leads 
  • MORE Clients 
  • MORE Consulting Work 
  • MORE Speaking Engagements 
  • MORE Profits 
  • MORE Passive Income 
  • and 100-300% MORE Revenue... 

Which will in turn, help you generate:

  • MORE Clarity 
  • MORE Confidence 
  • MORE Control 
  • MORE Cashflow 
  • MORE Time Off 
  • MORE Leverage 
  • and dramatically MORE Freedom...

The secret to adding LEVERAGE to your business is to DIVERSIFY the methods and media with which you share your expertise with the world.

You can use the online course methodology to create ANY of the following:

  1. Paid online courses (to generate revenue) 
  2. Free online courses (to generate leads)
  3. Books
  4. Booklets
  5. E-books
  6. Minibuks
  7. Workbooks
  8. Field guides
  9. Study guides
  10. Manager's guides
  11. Survey and research tools
  12. Template packs
  13. Audio programs on CD
  14. Audio programs as mp3 downloads
  15. Audio podcasts
  16. Audio interview series
  17. Audio quick-takes
  18. Video programs on DVD
  19. Video programs on streaming media
  20. Video subscription series
  21. On-demand video mini-lessons
  22. E-learning modules 
  23. 12-36 month consulting packages
  24. 3-12 month coaching programs
  25. Teleseminars
  26. Special reports
  27. >>> Quick station break - article continues below and you'll want to get your hot little hands on this free speaker profit maximizer cheat sheet >>> 
  28. White papers
  29. Webinars
  30. Action Packs
  31. Implementation Kits
  32. Meeting Starters
  33. Email courses
  34. Online forums
  35. Assessments
  36. Toolkits
  37. Card decks
  38. Manuals
  39. Handbooks
  40. Laminated quick reference guides
  41. Personality profiles
  42. Games
  43. Online quizzes
  44. iPhone apps
  45. Android apps
  46. Mentor programs
  47. Self-coaching materials
  48. Membership websites
  49. Audio Powerpoints
  50. Roadmaps
  51. Checklists
  52. Worksheets
  53. Reminder cards
  54. Posters
  55. Flipbooks
  56. Master classes
  57. Bootcamps
  58. Executive mastermind groups
  59. Certification programs
  60. Licensing programs

...the list is limited only by your imagination, your personal preferences, and your revenue-generating goals for your product(s) and your business.

 

Tags: marketing for speakers, thought leadership marketing, professional services marketing, trusted advisor marketing, product development, professional speaker marketing, marketing for authors, marketing for consultants, thought leadership, doit marketing, doitmarketing, product development for experts, 50 shades of pay