By Robert Middleton Action Plan Marketing
Are you still boring people with your marketing message?
One of the members of the More Clients Club just posted this on the Club Forum and I thought I'd share it because it inspired me:
"Be BOLD with your audio logo. I went to a Chamber of Commerce event this morning. 95% of the people focused on (talking about their) process. Just doing something different will make you stand out.
"Hi I'm Vicki Wilson. I teach SUPER POWERS." pause. "Because CALM is a super power. I teach stress management and relaxation. Being calm means being more focused, efficient and effective. I'm a yoga teacher.
"Teaching group classes and traditionally - one-on-one, I specialize in working with folks with Fibromyalgia, Crohn's and other auto-immune issues where managing stress is the difference between being at home in bed with a flare up or attack versus being out living their lives.
"Mostly I'm trying to do two things - grab attention - peoples eyes glaze over if I lead with "I'm a yoga teacher." Also I want to plant a firm seed that yoga is more than/not exercise. This is all a work in progress - and since I was at a Chamber event I emphasized focus, efficient and effective - that's not my normal wording. It's all a work in progress!"
Vicki, congratulations, you're really getting it.
Remember, marketing is 100% communication. And if you communicate a process, there's no "what's in it for me?" But when you communicate in a way that people can get what's in it for them, a wonderful thing happens.
People respond, they ask for your card, they want to know more. They remember you and they are more likely to tell others.
In the next few weeks you might be at a few Holiday particles. And some people just might ask you what you do. Don't retreat and tell them something predictable and boring. They'll just tune you out.
Here's what do do:
1. Work on your outcome-oriented message that grabs attention or hits a nerve. Don't label yourself, declare yourself.
2. If you get some interest, don't spend a lot of time talking about you, ask about them. Show some interest and see if there's a connection between what you offer and what they need.
3. If they want to know more, don't go into a long, conceptual monologue about your services; tell a story instead about real clients you helped with your service.
4. If they seem interested, offer some information, such as an article, that shares some real value about your services. And then follow-up with them, as appropriate, later on to see if you can help them.
I've mentioned this sequence of actions so many times I've lost count, but I want you to know that it works. It creates a real connection that is memorable. After all, the alternative is to say something bland and predictable and be forgotten almost immediately.
So congratulations, Vicki Wilson, for swinging out and being BOLD!
Have you engaged people about your business like this? Let us know what happened. Please share on the blog by clicking on the Comments link below:
By Robert Middleton – Action Plan Marketing
This article is by my client, Stan Mann. Stan helps financial advisors grow their practices. I liked it so much I asked him If I could run it as a guest article in my eZine and blog. Visit his website at: http://www.solutions4advisors.com/
I was up in the attic yesterday and I ran across one of my favorite old toys. It brought back memories of how I got that toy, the obstacles I overcame and the lessons I learned from the experience.
I know sometimes your financial planning practice (or Independent Professional business) presents you with obstacles that make your eyes cross. You’re aching to achieve your dream of an ideal financial advisory practice, yet sometimes you find your motivation flagging. You feel frustrated, discouraged and sometimes just want to plain quit.
You wonder how you’re going to overcome all these challenges. If you want to know how to overcome any obstacle, here’s a story with a powerful lesson. It’s from an unlikely source—a little kid. Read what you can learn about succeeding in business from a little boy (me) who had an almost impossible dream. It goes like this…
I remember when I was just a kid during the Great Depression. I knew how to have fun with empty boxes, using a stick for a sword and my finger for a gun. But there was one toy I really wanted—a new Buck Rogers rocketship.
Dad was out of work. Mom took in washing when she could find somebody who could pay her. There was just enough money for food, hardly any for clothes. Anything else, like toys, was out of the question.
Still, I yearned for it. I saw it in the local hardware store. I watched with fascination as the salesman showed how it worked.
It was really neat. Wind it up and sparks shot out of its tail. A Buck Rogers intergalactic rocketship with sparks shooting out of its tail!! I had to have it. How could I get money to buy it?
We had an apple tree in the backyard. It was fall and the apples were ripe. I would sell apples to raise the money I needed. I quickly picked the reddest ones and polished them to a bright shine.
I took my treasures out in the street and found grown men on the street corners selling apples too. These were hard times. “Beat it kid,” a man told me. Discouraged I started walking home. I kept thinking about that Buck Rogers intergalactic rocketship with sparks shooting out of its tail!!
On my way I passed some business places. I looked into a barbershop and saw some men waiting. I was scared, but I thought about that Buck Rogers intergalactic rocketship with sparks shooting out of its tail!!
I went in and was able to sell two apples before the owner gently ushered me out.
“This will work,” I thought.
I went to the next store and just got in before the owner chased me out. I was discouraged and scared, but I thought of the two apples I did sell and that Buck Rogers intergalactic rocketship with sparks shooting out of its tail!! That renewed my courage. I did not understand it then, but that Buck Rogers rocketship had become a trigger. Every time I thought about it, it triggered me into action.
I kept on going, store after store. Some owners were nice and let me come in and sell my apples, others ushered me out. Not all of them were kind. Every time I got discouraged I thought of my successes and of that Buck Rogers intergalactic rocketship with sparks shooting out of its tail!!
I had two triggers now, the memory of my getting money for my apples and the thought of that Buck Rogers rocketship. I kept on going until I sold enough apples.
I ran to the store and bought my toy—A Buck Rogers intergalactic rocket ship with sparks shooting out of its tail!!. At last it was mine. I was thrilled.
That simple story is an example of the power of visioning. This is the same principle that works on any enterprise, from selling apples to landing a rocketship on the moon.
You can even systematically create conditioned reflexes to program your mind to give you unstoppable motivation whenever you need it. Details to do this are in my book, Triggers: A New Approach to Self Motivation, published by Prentice Hall. Another excellent book is, Awaken the Giant Within, by Tony Robbins.
Take these lessons from my little kid and you, too, can have your very own thriving financial advisor practice with sparks shooting out of its tail!!
thaks for this great story, Stan!
Do you have a story you’d like to share about how you were highly motivated and achieved your big goal? Please feel free to share you ideas on the blog by clicking on the Comments link below.
By Robert Middleton – Action Plan Marketing
Do you sometimes read a web page or other marketing materials and feel that it's mostly hype?
Hype is defined as "extravagant or intensive publicity or promotion."
If you're a professional you don't want to use hype in marketing as it ultimately turns people off more than it attracts people to your services. Hype also tends to attract the wrong kind of clients, often those with unrealistic expectations.
On the other hand, some professionals are so hype-adverse that they avoid marketing of any kind. To them marketing equals hype; there is no difference in their minds.
They think, "If I'm marketing, people are going to think I'm exaggerating, perhaps even lying." So marketing activities are either avoided or scaled down so much that it has little impact and doesn't effectively communicate your value.
Below are a number of things to do and things to avoid if your marketing is to be both attention-getting and hype-free. I know this can be a tricky tightrope to traverse, but read closely to notice the difference between the two.
Get Attention By Doing These...
1. Having marketing messages that are interesting, relevant to your clients and outcome-based. People are mostly interested in what's in it for them. Don't talk about your process, focus on actual results, with stories to back them up. No exaggeration required.
2. Communicating facts and backing-up with proof. Be precise in your language when talking about what you've done and can do. You want to sound "quietly confident" not "loudly boastful." Sure those people get a lot of attention, but not a lot of trust.
3. Finding new ways to package old ideas. One of my clients helps workplaces be more productive and better places to work. The term he uses is "Drama-Free Workplaces" which is essentially the same thing, but more interesting and attention-getting.
4. When networking, be interested, not interesting. The biggest mistake we make in networking is talking too much. Someone shows some interest and off we go. Instead, show more interest in those you meet; learn all about them. You'll better determine if they are prospects or not.
5. When following-up, don't sell. We dread follow-up so much because we feel we have to convince someone to do something. We don't. We just want to talk and see if there's a connection between a prospect's issues and goals are our ability to solve problems and produce results.
6. Understand that selling is mostly about listening. Even if you are invited to sit down and explain your services, avoid the temptation to do so. Most of the selling conversation should be about sincerely listening and learning of your prospect's current situation, goals and challenges. Only then should you talk about what you can do for a prospect.
Avoid Hype By Not Doing These...
1. Using over-the top marketing messages. "We triple our clients incomes in three months," sure sounds compelling, but can you really do it? Probably not, or only rarely. And if you can, you'd better have lots of proof!
2. Always communicating in superlatives. Whether you communicate verbally, or in writing, don't promise more than you can deliver. If everything is the best, the greatest, amazing, stunning, jaw-dropping or shocking, my hype detector is going to go off and block out further communication.
3. Packaging ideas like a carnival barker. Sure, you want your ideas to be interesting and compelling. But you don't want them to insult the intelligence of your prospects. "Our Super Breakthrough Make-a-Million Online Sales System" strains credibility or only appeals to naive people.
4. Talk when you network and don't stop. Being the center of attention seems like a good thing, but it can backfire on you. Those who are real prospects will be skeptical and those who are interested are often the least qualified.
5. Always be selling when you follow-up. You see your job as always convincing, persuading, manipulating. You may actually get buy-in from sheer force of persuasion, but then the prospects you sold on doing a strategy session with you won't show up and won't return calls later.
6. See selling as a performance. You have memorized every word, timed every slide, made your case rock-solid. But you haven't tuned into to the actual needs of your prospects. And although they may be impressed, they won't feel you really care about them and their needs. And they'll tune you out.
Attention Vs. Hype
Do you see the big difference between these two? Getting attention works best if you are really concerned about helping your prospects. You listen, show you care and communicate clearly in value-based language.
Hype is quite different. Who you care most about is yourself, making a positive impression, wowing people, and being the smartest person in the room with all the answers. Hype is all about ego, not about making a difference.
The thing is the differences can sometimes be subtle. It's very easy to cross over from getting attention into delivering hype. You need to notice where your attention is - on your prospects or on yourself.
How do you avoid hype in your business but still get the attention that gets buy-in from prospects? Please feel free to share your ideas on the blog by clicking on the Comments link below.
By Robert Middleton – Action Plan Marketing
I'm in my 30th year of business as a self-employed professional. It's been a very rewarding and fun career, and what still amazes me is that I'm still excited with helping Independent Professionals be better marketers and attract more of their ideal clients.
This year was a big transition for me. After leading group programs for about 10 years, I felt I needed a break from the intensity of working with 15 to 20 clients at the same time.
So I went back to working with clients individually and it's been very rewarding and fun. I've discovered I can help client progress even faster, and with all my online tutorials I can "outsource the training to myself" and focus on coaching them in moving forward step-by-step (and at a lower cost).
Of course, the More Clients Club is still going strong with around 700 members right now. The Coaching Calls became more focused this year and the Club Forum is ridiculously active with great questions, resources and participation.
However, I've been thinking a lot this year about what other programs I could offer that gave great value and didn't burn me out. And I want to share with you what I've come up with.
What I'll also be offering this year is the "Virtual Marketing Workshop Series."
This won't duplicate material in the More Clients Club but will simply give both Club members and eZine subscribers the chance to do more focused, intensive programs that are also very affordable.
The first in the series was the Virtual Workshop on: "The Secrets to Closing the Big Sale." We've done three sessions, have one more next week and the final one in early December. 110 people signed up for this program.
Here's the plan. I'll be doing the Virtual Workshops live by teleconference or webinar every two or three months and then will offer them online right after the last live session. So on December 5th, this complete program will be available online.
Our next Virtual Workshop (The Ultimate Course on Getting Unstuck) will be on Saturday, January 18th, with an additional evening session on Thursday the 23rd. I spent 6 hours today creating material for this program. I'm very excited about it.
These days what I'm seeing are a lot of huge, complex, six-month or more very expensive marketing programs starting at about $1,000. I decided not to go that route and also not to use affiliates to promote my programs.
What I want to offer are very intensive, how-to-and hands-on programs that focus on very specific marketing areas. They are designed to give you the ideas, information and inspiration to help you move forward.
All of these programs will cost only $79 (whether live or online). And no long-term commitment is required.
Many want the ongoing support and the huge amount of how-to material in the More Clients Club, but I realize that's not for everyone. But at $29 per month, people are getting a huge amount of value.
What I wanted to announce today is the Re-Launch of the WebSite ToolKit. When I started the More Clients Club about 5 years ago I took it off the market and included it with the Club membership.
Perhaps that was a mistake! I keep getting requests for it and not everyone wants to join the Club to get access to it.
The WebSite ToolKit will help you develop all the content for your website and give you a step-by-step action plan for getting it done. We've had thousands of people use the ToolKit since 2000 and they've created some great, client-attracting websites as a result.
You can learn about the WebSite ToolKit and order it at this link:
And the price of the ToolKit, with permanent access, is only $79, the same price as all the other Virtual Workshops.
We continue to keep the links in the ToolKit up-to-date, including the 60 or more links to sample websites.
So, that's what I'm up to this year. I'm really excited about these Virtual Workshops. I expect that a thousand or more people will take advantage of them in the coming year.
I also invite you to join the Marketing Club if you want a lot of hands-on support each and every month. I actually answer the majority of questions on the Club Forum and often will give feedback on marketing materials as well. For $29 per month, you'll more than get your money's worth.
Details here: http://actionplan.com/fasttrack
Please feel free to share your feedback or ideas on the Blog by clicking on the Comments link below.
by Robert Middleton – Action Plan Marketing
Last week I discussed creating a marketing action plan for the end of the year to give you momentum going into the New Year.
And I promised that today I'd share a plan with you to grow and use your e-list (email list), which ultimately can be the most important thing you do in your marketing.
Simply put, an e-list lets you do marketing that would be impossible without it. I should know. Since 1997, my e-list has enabled me to successfully market my services and programs online generating several millions of dollars in income.
It's also enabled me to be a successful Independent Professional who works from his home in the country, needing to do little networking or other promotional activity.
When I want to promote a product or program, I simply send out a few emails and get immediate results.
And even if you don't want to sell information products or group programs, your e-list can still be your most valuable marketing asset for attracting new clients.
So first let me tout the many benefits of a good e-list.
- Establishes you immediately as an expert in your field
- Builds long-term relationships and trust with prospects
- Enables you to market your services from anywhere
- Warms up your prospects to make selling much easier
- Gives you a vehicle to get the fastest marketing results
Here are 7 proven ways to attract business with your e-lsit
1. Offer an article or report on your website that comes with a subscription to your eZine (email newsletter). Have a prominent link or two on your home page that leads to a "Free Stuff Page" that contains detailed information on your article or report. (see mine here)
2. Write your eZine at least once a month; twice a month is even better, and weekly is good for some. The key is to be regular with your broadcasts; send them out like clockwork. Always provide valuable how-to information geared to your target audience. About 750 words works for most.
3. Use a reliable service like Aweber to send out your eZine. It's pretty cheap and very easy to use. You just create a list and then in the online interface you copy the text you've written. You can use a plain text format or stylized email. Give Aweber a free month try: http://aweber.com
4. After you broadcast your eZine, post the same content on your blog. These days, with WordPress websites it's easy to integrate a blog. Best if your blog is at least weekly, even if it's a short article, especially if you send out your eZine only monthly. It increases the rank of your page on Google and also generates more subscribers to your e-list
5. Do some promotion in every issue of your eZine. Even if it's a just a paragraph or two above or below your main article, let people know what services you are offering now. Provide a link to your website and a "sales letter" that outlines your services in great detail.
6. Do stand-alone promotions with your e-list. Look, the truth is that some people will unsubscribe pretty quickly if you do these kind of promotions. Don't worry, these people would never buy your services anyway. But keep your promotions focused and hype-free and try to send no more than one a week.
7. Your promotions will work a lot better if your emails have a link to a "sales letter" on your website. And you want to write long copy for this letter. Don't make it wordy; make sure it tells the complete story with "reason why" copy and lots of clear benefits. I've written sales letter that have generated a million in sales. And none of them were short! (See my services letter here.)
And how about ways to grow your list? I'll make these briefer:
1. The more you send out your eZine, the more subscribers you'll get. People will pass it along.
2. Always emphasize the report over the eZine on your site. The report is the main giveaway, the eZine is the bonus.
3. Have a sign-up box to your report and eZine on your blog page. Some new visitors to your blog will opt-in.
4. Have a pop-up subscription box on your home page. I used to hate these, but then they gave me more than 1/3 of my new subscribers. Easy to create in AWeber.
5. Publish your articles on the web (http://ezinearticles.com). Add a "resource box" at the bottom that offers your free report.
6. Co-promote reports and articles with others. They send their subscribers to opt-in for your report and visa versa.
7. Write a more in-depth report or ebook and announce it with a press release (http://businesswire.com) and a link that sends them to your opt-in page.
How are you growing your e-list and using it to grow your business? Please feel free to share on the Blog by clicking on the Comments link below.
by Robert Middleton – Action Plan Marketing
It's almost November and the end of the year is looming.
What is your plan for marketing yourself for the rest of the year?
In today's More Clients I want to talk about developing a marketing action plan that will guide your actions for the rest of the year and create a solid foundation for moving into next year.
Many people feel that the end of year is the worst time to do marketing. In my experience that is not true. In fact I've found it to be a very good time to market.
At the end of 2008 I developed my new Marketing Mastery Program and did a couple telesclasses at the end of the year to launch it. It wasn't a big, fancy launch, but it was very effective.
At the beginning of 2009 I sent out an announcement that the program was now open to enrollments and got dozens of applicants. By early March it was completely full. But it wouldn't have been had I not started the plan in November.
When I talk about "marketing plans" people have different ideas about what that means exactly.
The majority of people think of a marketing plan as a laundry list of all the marketing activities they will do during a certain period:
- Go to networking events
- Write an email newsletter
- Improve my website
- Publish some articles
- Do a Webinar
Sorry, that's not a plan. It's just a random collection of activities. Where is it leading? What is your "marketing intention," that is, what specific results do you want to get from doing all of those activities?
For most, the answer is "more clients."
Well, that kind of plan isn't going to get you there!
You don't start a plan with activities, you start with very specific outcomes in mind. For my Marketing Mastery Program, I had developed a comprehensive one-year program for Independent Professionals and wanted from 15 to 20 participants.
Then I organized my activities to achieve that end. These activities included:
- Developed a web page outlining the Mastery Program
- Created two 90-minute teleclasses to introduce it
- Sent email announcements and reminders for teleclasses
- Held the teleclasses without a high-pressure pitch
- Opened the Mastery Program for applications in mid January
- Called applicants for program and met with applicants by phone
- Filled the program with 17 participants in 6 weeks
And this wasn't a one-shot wonder! I did used the exact same plan four years in a row and filled each program to capacity.
Your aspirations may not be to fill a group program, but to simply get a few high-end clients. Your marketing action plan may be simpler, but it still needs to be intentional and step-by-step.
And you may also want to engage in more than one marketing activity. If that's the case, you need a separate marketing action plan for each activity.
Let's say you plan to do both a networking plan and a speaking plan. Here are the basic action steps for both:
- Check out and join two or three professional organizations
- Participate actively by attending all meetings
- Prepare Audio Logo and Marketing Conversations
- Write an article or report to give to prospects
- Do phone follow-up with those who are interested
- Set up "Strategy Sessions" for qualified prospects
- Conduct Strategy Sessions and close 50% or more
- Do research on places to give talks
- Prepare speaker's kit and post information on website
- Contact program organizers by phone and email
- Speak to organizers about your talk - link to info.
- Follow-up and get some talks booked
- Provide talk write-up + bio for organization
- Prepare your talk and Power Point presentation
- Give talks and offer your free report at the end
- Contact participants and invite to Strategy Session
- Set up and conduct Strategy Sessions and close 50% or more
These plans are virtually identical to ones I've used in the past with great success. Once I got consistent success with speaking I slowed down my networking. After my successes with speaking I grew my e-list and started to do mostly online marketing.
Remember, both networking and speaking are good list-building activities that will enable you to do more online marketing in the future.
You may ask, "But how do I know which marketing plan is best for me?"
In my experience, the ones that are the best make the deepest connections with your prospects. This is why networking and speaking are still powerful marketing methods.
What about social media, web optimization, blogging, teleclasses and webinars? These are great if you have a good-sized email list. But if you only have one or two thousand names (or less), you simply don't have enough to get good results.
I'm going to cover strategies for list-building next week, but in the meantime, work on your marketing action plan for networking or speaking.
Which marketing action plan has worked best for you? Please feel free to share it on the Blog by clicking on the link below.
by Robert Middleton – Action Plan Marketing
Yesterday I was writing a long article entitled: "7 Big Lies About Marketing." I'll have it available to all More Clients subscribers in a week or so. It really addresses the issue of why so many people are resistant to and avoid marketing activities.
Well, it took me most of the day to write it, so I didn't have much time to write the eZine. So, instead, I'm including an excerpt from the article on the selling process.
Marketing Lie #5 - Selling is Nothing But Manipulation
If marketing is difficult for some people, selling is even harder. In the same way that marketing is seen as dishonest, selling is seen as manipulative. However, if we look closely, we’ll see that selling is most effective when it’s not manipulative.
The dictionary defines manipulation as: “Control or influence over a person – cleverly, unfairly or unscrupulously.”
Do some people use manipulation in selling? No question about it. But do you have to? No you don’t. And in my experience, a non-manipulative approach to selling is much more powerful and effective than manipulation can ever be.
Let’s define selling: “Give or hand over something in exchange for money.” So when you sell your services, your prospects get your professional services and you get paid for that. Nothing inherently manipulative in that, is there?
I recently asked one of my clients who is a sales management consultant what he thought the biggest mistake people made in the selling process. He said, “Spending too much time trying to convince people.”
He hit the nail on the head. If all your attention is primarily focused on convincing people that your services are great and that they should buy them, you are bound to cross the line into manipulation.
But isn’t that exactly what selling is – convincing people to buy from you? Well, no it is not. Not even close.
The purpose of selling is to discover if there is a legitimate match between your clients' needs and wants and your ability to meet those needs and wants by providing your professional services. And you don’t get to that match by trying to convince someone of anything!
How you get to an agreement to work together is by first discovering, in great depth, exactly what those needs and wants are. A selling conversation that works is where you ask questions and listen about 3/4 to 2/3 of the time and talk about 1/4 to 1/3 of the time.
And you’re not asking questions and listening so that you can say the right words to manipulate your prospect into buying!
You are asking questions and listening to determine if there’s a real fit.
You want to know about three key areas: The prospects situation – what’s working and what’s not working; the prospect’s goals – where they want to go; and the prospect’s challenges – what is holding them back from achieve their goals.
Yes, you must be prepared; yes, you must ask the right questions and really listen; yes you must know what to say and how to say what’s necessary to match their needs to your solution. But no manipulation, i.e., coercion, on your part is required.
After you’ve learned all of this from a prospect, you should know very clearly whether or not your services will fit their needs. And that’s when you explain in a very straightforward way exactly how you can help them. And ultimately, if you are on track, your prospect will agree that your solution is a good choice.
If it's not you should let them know. After all, there's nothing worse than signing up a client where you don't feel confident that your services will serve that client. Things will just backfire on you. I've seen it happen many times.
When Independent Professionals start to think of selling this way, all the effort and struggle drops away. Since you’re not trying to convince someone to do anything they don’t want to do, what’s left is real interest, openness, and a focus on making a difference.
What people discover when they approach selling this way is that they get little resistance from the prospect. It’s a cooperative exploration of possibilities, not a confrontation.
How do you approach selling non-manipulatively? Please feel free to share it on the Blog by clicking on the Comemnts link below.
by Robert Middleton – Action Plan Marketing
In the Mastery Conference, a couple weeks ago, I recommended a book that helps with generating creative ideas.
The book is called "How to Get Ideas" by Jack Foster.
I hadn't looked at it for years, so I pulled it off my bookshelf and started reading it again. And just as I remembered, it's a brilliant book, well written, not too long that just triggers ideas left and right.
This eZine is not a book review, but is inspired by some of the ideas in the book.
Like many books, it lists some quotes at the beginning of every chapter. This may be my favorite:
"We don't know a millionth of one percent about anything."
- Thomas Edison.
Well, he should know with 1,093 patents to his name, Edison was the founder of our modern technological society (for good or for bad)! He certainly knew more about almost everything than anyone in his time.
But by his own admission, Edison realized that he really didn't know diddly.
Look, take a very common thing, say a pen. I'm sure you have one in your office. What exactly are the materials made of; what are its exact dimensions; why was it designed that way; how was the ink manufactured, the spring in the barrel; where was the metal mined for the ink refill, and for the pen itself; if it's made of plastic, where did that come from?
And there's more. Why was this pen named the name is has; who thought up the idea and designed this specific pen? How was it marketed, how was it distributed? What stores sell the most of them; what is the profit margin for a pen - for the manufacturer, for the store selling it?
I'm quite confident I could ask questions about that pen all day long. Right now all I really know is that it's a pen I use it for writing. All those other questions? Like Edison said, I don't know a millionth of one percent.
Now this is just a pen. And there are several billion other things in our world, some naturally formed and some made by humans. And how much do you know about all of these things. Again, virtually nothing!
Now, think about marketing. How much don't you know about marketing? Well, if Edison was right, we know virtually nothing about marketing. (By the way, a millionth of one percent is a hundred millionth of something.)
So, here we are, Independent Professionals who want to know something about marketing and we actually think that what there is to know is finite.
After all, I have my 7 Marketing Principles, right? If you know those 7 principles you'll know all you need to know? Right?
Well, those might be a starting point. But even I don't know a millionth of one percent of each of those principles. No kidding. Even though I'm pretty successful at marketing myself and helping my clients market themselves, I still realize I know virtually nothing!
Yet people often think that just one little technique applied successfully is all they need to know.
So first, get over yourself.
You will never really know much about marketing, but do you see how that actually opens up huge possibilities? There are thousands of variations, fine tunings, adaptations, combinations, etc. that could take your marketing to a whole new level.
And that's where this book comes in. It gives you a ton of great ideas to generate ideas. And now that you know that the possible ideas for marketing are virtually infinite, you can stop looking for "the right answer" and start generating a whole lot of answers.
When people tell me they can't come up with any new marketing ideas, I often tell them the story of Frances Snyder, a business writer. She came to me many years ago looking for help with her marketing. She told me she wouldn't network or cold call.
So I asked her if she had any ideas. "Well, yes," she said, "I'd like to take pictures of my siberian husky, Mutombo, and put them on mailing pieces I'd send out to a list of businesses."
Crazy idea, right?
But after digging a little I saw how passionate she was about her dog. So we took that idea and ran with it. Over the next three years she did a monthly mailing with pictures of Mutombo, along with some great writing and artwork.
Did it work? Amazingly well. She got customers such as Bank of America! And heck, that was just one simple idea.
My suggestion: Get a copy of "How to Get Ideas" and jumpstart your creativity. You can get it on a Kindle for $9.99 and be generating new ideas in just a few minutes! I am.
What do you do to generate creative ideas in your business? Please feel free to share it on the Blog by clicking on the Comemnts link below.
by Robert Middleton – Action Plan Marketing
In the recent Marketing Mastery Conference I gave a presentation on "Beyond Byron Katie" that generated results I hadn't anticipated.
As you may know, I've been applying The Work of Byron Katie to work with my clients for over ten years. As soon as I learned her process I knew it was what I had been looking for.
In marketing and selling there is one big issue - the "Elephant in the Room," so to speak. And that's resistance, avoidance and stuckness regarding marketing.
In fact as soon as the ideas of marketing and selling are raised, there is an immediate reaction in a large percentage of people, and the reaction is not positive. It's massively negative for almost everyone.
In other words, it pushes a lot of buttons - fear, rejection, ridicule, manipulation, dishonesty, hype, doubt, mistrust and a whole lots of other thoughts and feelings that make us want to get up and run the other way.
Byron Katie's work faces these things head on. Her work is simple to the extreme. It first asks us to question our beliefs, thoughts, assumptions, judgments and virtually anything we think is true about something we're resisting.
Is that belief you have about marketing true? Can you absolutely know that it's true? And when you believe it's true, how do you react, how do you behave, how do you avoid, how do you freak out?
And just asking this is revolutionary because we are addicted to believing our thoughts. Worse than any heroin addict. So asking if one's beliefs are true is very rude. It's insulting to who we think we are. So you can only do this work with someone who has agreed to explore and find the truth.
Marketing leads to rejection, is manipulative and dishonest.
Are those beliefs true? And we explore from there.
But what I discovered doing The Work on my own beliefs and those of my clients is that it was actually hard to come up with and state a belief that was triggering my stuckness or avoidance.
"What is a limiting belief you have about marketing?"
"Uh, I'm not sure. Maybe I just don't like to market and have to work at getting better at it."
Well, that leads nowhere.
But I made a recent discovery from another author, Peter Ralston, in his "Book of Not Knowing" Ralston is an advocate of inquiry, much like Byron Katie, however He adds one piece to The Work that can dramatically increase its effectiveness.
And that is to first ask: Describe your behavior. Describe how you are actually behaving or avoiding. What does your resistance manifest as? How are you demonstrating your aversion?
Do you see how this is so much easier to access?
In the workshop I asked a participant what avoidance behavior she was acting out in her business. The answer was immediate: "I avoid any kind of conflict, especially when someone is dissatisfied in any way with my work."
We talked about this a little more and explored what triggered this kind of avoidance. And then we dove in to find the belief. I asked her: "What would you have to believe to keep avoiding conflict at any cost?"
You see, the belief is hidden beneath the avoidance. We notice the avoidance, we notice the suffering and pain it's causing, but we don't see the belief underneath, driving it all.
The belief was pretty clear: "Conflict leads to pain."
And if that's what she believed, then wouldn't it be crazy to expose herself to any potential conflict? That's like putting your hand over a gas burner or hitting yourself on the head with a baseball bat!
So if the belief, "Conflict leads to pain" was absolutely true, then it sure would make sense to avoid conflict. But what if it wasn't true?
Now that's where things get interesting. After all, it seems true. It seems that conflict does lead to pain.
So then I asked, "Can you absolutely know that conflict always leads to pain?" When you question a little more deeply, it tends to undermine the certainty.
"Absolutely and always? well, I guess not. I see that facing possible conflict could actually resolve some things. If I expected conflict anytime a client was dissatisfied with my work I'm missing the chance to come to a resolution that would satisfy the client. That won't happen if I hide my head in the sand."
So asking those first questions results in a change of perspective.
And the third question leads to transformation, that is a completely new possibility can arise with this question:
"Who would you be if you could no longer attach to that belief?"
With that question we're saying if effect, if that old, limiting belief were impossible to even think anymore, what would be left in its place?
Wouldn't there be openness, space, freedom and lightness?
Wouldn't you be someone who could hold conflict lightly, in a sort of detached way? Conflict wouldn't be any more significant than a carpet or a chair. It would just be.
Try to imagine something that completely triggers you and pulls you around by the nose every time you think of it. Then gently release the attachment and see it drift away like a balloon rising up into the air as you gently let go it.
That wasn't so hard, right?
I continued. "So now are you starting to see that this belief about conflict is not inherently upsetting? It's just a situation. It's a client who is dissatisfied right now. But with your avoidance you have no power to handle this like an adult."
"Conflict leads to pain. Just a belief, right? But not a very empowering one for you in your business. So why not try another belief. One that could be more useful to you. It's not true either, but it might work better for you. Do you have one?"
"Hmm, how about, conflict can lead to improving my service?
"If I see every time a client is dissatisfied I can see that as an opportunity to make things work better to decrease satisfaction in the future."
That's a pretty good one, don't you think? There's even a book about that. It's called "A Complaint is a Gift" by Janelle Barlow.
And with that, the Bryon Katie Work ended.
I don't know about everyone else in the room, but I felt infused with a feeling of Infinite Possibility. After all, if in only a few minutes you can transform a painful belief to one that opens up new vistas for making your business better, what wouldn't be possible?
Do you have any examples of doing The Work and the difference it's made? Please feel free to share it on the Blog by clicking on the Comments link below.
by Robert Middleton – Action Plan Marketing
As you might have noticed, I'm on a kind of tear about selling these past few weeks.
You see, selling is the place you can leverage yourself better than any other marketing activity.
By knowing how to increase your closing percentage, the fees for your service and the size of your contracts, you can increase your income by 300% or more.
During the past four years, (2009-2012) I offered my Marketing Mastery Program, and by doing all of the above, I dramatically increased my income - 20 new clients in about 6 weeks for a $10K program that generated close to $250K/yr.
But it actuality takes more than doing the things mentioned above to get more clients to work with you. It's not just selling a bigger program and increasing your rates. Truthfully, anyone could do that with a little extra work.
The real skill is getting your prospect excited about working with you and saying yes, despite the cost and the involvement in such a program.
And if you don't master this process, your selling is simply going to s**k compared to what's really possible.
This past weekend I held my 4th Marketing Mastery Conference with past participants of the Mastery Program, plus a few of my existing clients.
I told them that I wanted to demonstrate my selling process, not just talk to them about it.
Well, due to the limitations of the written word and the fact that I didn't record this session, I'm going to explain as best I can the most important thing I do during the selling process.
You might sum this up best as "total attention on the prospect."
Here's the thing, when you are sitting down or talking on the phone with a prospect, you are thinking a lot about how you will impress them by what you have to offer and how much it will help them.
But if that's where your attention is, do you have your full attention on the prospect? No you don't, and that division of your attention is what sinks the sale.
So I'm saying 100% of your attention needs to be devoted to the prospect.
In that selling conversation (which we re-dubbed "possibility session" instead of "strategy session" in the conference), you'll be mostly asking questions and really listening to the prospect.
How often does that happen in everyday life?
Not a whole lot, right? No, our listening is more like waiting for the other person to stop talking, so that we can then share our brilliant insights or observations or tell our clever story.
And anything even remotely like that kind of conversation, absolutely kills your selling effectiveness. This truly becomes s**ky selling.
It's not about you. It's ALL about them.
It's not about your brilliant ideas, it's all about their brilliant ideas.
It's not about your clever answers, it's about their clever answers.
Just imagine talking to a prospect for an hour or more and just being fascinated, riveted, entranced and deeply engaged with this person – and you hardly say anything!
You just gently steer the conversation by asking questions.
And, by the way, you can't fake this. It's impossible. If the prospect feels you are faking interest, they will write you off as a fake or perhaps worse. They won't even know this consciously, but they'll know it in the pit of their stomach.
OK, think of the next person you're going to have a selling conversation with. Look at your plan and your questions and then think as deeply as you possibly can about how you can spend most of the time with your undivided attention on them.
Now, as I said, this is a little hard to completely explain through the written word. You really need to see this process in action, or at least listen to a conversation like this.
Believe it or not, it's not something that most Independent Professionals have ever heard or witnessed. They've rarely experienced anything close to this.
Sure, they may have done role plays, but they've never heard an actual authentic selling conversation based on the practice of "total attention on the prospect."
And this is why selling tends to s**k so much!
Nobody has a real model they can emulate. Almost all the models we've been taught or seen are in some way manipulative in some way or the other, with way too much attention on the seller, not the buyer.
To that end, I want to invite you to attend my new Virtual Workshop held in 5 sessions from October 16th to December 4th.
The title is, "The Secrets to Closing the Big Sale"
But as you may have gathered, it's a lot more than just closing the sale, it's diving deeply into every single aspect of the selling process.
And the centerpiece of this workshop are actual live selling conversations, real and unexpurgated. I don't do role plays. I can only make it real.
This kind of demo tends to blow people's mind somewhat!
At the conference, after doing my selling demo, two things happened:
1. The person I did the demo with signed up for my services.
2. People who witnessed the demo told me that their whole paradigm of selling shifted completely.
This is the kind of experience I want to invite you to.
I hope you can attend. And, by the way, if you are unable to attend live, every session will be recorded and there will be a lot of supplemental material to study so you can go through the whole program on your own schedule.
To find out more about the Virtual Workshop, go here:
What have you found is the most important thing in the selling conversation? Please feel free to share it on the Blog by clicking on the Comments link below.
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