By Robert Middleton – Action Plan Marketing
Quick, what's the best marketing thing to do right now?
No idea right?
Well, today I'm going to share a simple "recipe plan" to help you know what marketing to work on each week.
But first, a little bit about my culinary habits...
For quite some time, my wife and I have had erratic dinner habits.
Often when I emerged from my home office at about 6 pm, I discovered my wife had already eaten. Because we hadn't agreed on dinner, we mostly ended up on our own.
So I'd go to the fridge, grab a hunk of chicken and heat it up and eat it. Vegetables, salad?! I didn't worry about that stuff. No big deal, right?
Yes, until is was. A couple weeks ago I told my wife that I was sick of our eating habits and that I had an idea for change. I'd just found a pretty cool looking cookbook online with simple, healthy, dinner recipes for two.
She was up for it and we embarked on a new way of eating. We planned ahead and bought the ingredients we needed. And every evening we cooked one of those meals.
And boy, we've had some great meals. Tasty, not too filling. Just right. And now we're both eating together every evening and feeling both virtuous and healthier.
That cookbook was a simple and powerful solution we could implement almost immediately with tangible benefits.
I thought, "Why not share some effective marketing recipes people could do just as easily and quickly?" Well, here they are:
Marketing Recipe Book for Stuck Marketers
First of all, I'm going to assume you have your basic marketing stuff together. You have a website, social media accounts and perhaps an email list, plus a marketing message that gets attention when you use it.
The problem is, you're not getting out there. You're sitting at your desk, meeting most clients virtually and when you have a break, you're doing social media like playing a video game.
Kind of addictive, but it goes nowhere.
So I'm putting you on a special marketing diet that consists of one marketing recipe a day — five different ones each week.
Monday: Call a past client or associate and set up a time to talk. You can talk in person or via phone, Skype, etc. When you get on the call (it might be that week or sometime later) talk about what you're up to now, and ask them what they are up to.
Just talking, brainstorming, and connecting like this limbers up your imagination and you'll come up with some ideas you can use.
Tuesday: Call up a current or past client and set up a time to talk (other than your paid time with that client). When you meet you're going to talk about referrals. You'll say, something like: "John, I know you've been happy in our work together. Who do you know, someone like you, who should know about the work I'm doing? And can you connect me with them?"
You won't bat 1,000 with this, but sooner or later you'll make a base hit or a run.
Wednesday: Connect with someone on social media who you've had some exchanges with but don't really know. Let this person know you'd like to chat with them briefly. Find a time to talk, and in this talk, just take a few minutes to find out more about what they do and tell them what you do.
And then, after you chat, see if you can give this person an idea, resource or something else of value after you talk. That's it.
Thursday: Reach out to your network and ask for something. You could do this with a limited email blast, or a post on Facebook or Linked In. What this does is open you to being contributed to. Since people love to contribute, you'd be surprised at the response.
What you ask for should be something more than what you could easily find on Google. You have a whole week to think something up, and I expect you'll find it pretty easy.
Friday: Sit down and write something about your business. I don't care if it's a couple of paragraphs or a whole article. Make it sincere and as interesting as you can make it, perhaps the kind of ideas you share with your clients. Then post it on your blog.
Look, this is how blogs start. You don't need a huge plan. Just write something and get it posted. Don't have a blog page yet? Well, if you have a Wordpress site, a blog can be added simply, quickly and affordably by any web tech (see Thursday).
Variations on these recipes: Mix them up in any order you like. Once in awhile, skip one — but make it a different one each week.
What will happen: These are all recipes for getting out there. The first three result in conversations. And I've discovered that conversations lead you to places, often unexpected places. The only way you'll know is by reaching out and having them.
The last two are about asking for a contribution and making a contribution. These are powerful exercises that flex your marketing muscles and build your marketing strength.
Don't do any of these marketing recipes to get a specific result. Just be open to what happens.
As the telephone company used to say: Reach out and touch someone!
Do you have a friend who's on a lousy marketing diet? Could they use a few recipes to get them back on track? then please share this bog with them and invite them to join the More Clients eZine (and get the cool free Marketing Plan Workbook as a bonus!) See the upper left corner of this page.
And while you're here, you might be interested in my Complete Marketing Cookbook, the More Clients Club, with dozens of in-depth marketing recipes.
By Robert Middleton – Action Plan Marketing
Imagine this common scenario:
You are scrambling around like a mad fiend, completing that blog post, fine-tuning your website, returning a call from a potential client and sending out an email blast to your subscribers.
All at the same time.
It may feel like there are dozens, hundreds, even thousands of things to do in your marketing. It can be hard to keep them all balanced and in action. And you're starting to feel overwhelmed and worried that nothing is working.
OK, slow down for a moment. Breathe.
You can gain some sense of control with your marketing if you realize that there are two kinds of marketing: Proactive and Passive.
Proactive marketing is about actively promoting your business and services. Passive marketing is about building and maintaining an informational and social foundation for your marketing.
When you understand which is which, it's much easier to balance these two different kind of marketing activities. And it also results in more effective marketing overall.
Let's start with Proactive Marketing
Proactive marketing is about doing a specific promotion for a program or service.
Proactive Marketing consists of three well-defined steps:
1. Sending marketing communications that appeal to what your prospective clients are looking for. This message may be verbal, by email, or through a talk or other medium.
So you'd better be absolutely clear about whether or not your communication will appeal to your audience and generate enough attention and interest to get positive responses.
2. You next need to have an audience to convey your message to. It might be readers of your blog, people on your email list or a group of people attending a talk sponsored by a group or association. The people are out there, you just need to find them.
This one is a little tricker than the first one, but with some research and trial and error you can find your audience.
If you do #1 and #2 well you will get some response from qualified prospects who want to know more, and are willing to explore possibly working with you. The next step is:
3. Engage your prospects in conversations to discover if you have what they want and then find a way to work together that is mutually beneficial. This is generally called selling, (but that's a nasty word we'd rather avoid).
This is, by far, the easiest part of the whole process. You meet, talk and explore until you come up with a way to work together that makes sense and looks fun and profitable.
OK, that's three steps. Is it that simple?
Well sure, there's a lot of thinking, planning and action that go into those three steps, but yes, it's pretty simple. I'll talk about it a little more below.
You can think of proactive marketing as doing a focused campaign or promotion for a particular program or service. I do proactive marketing for both small and big programs.
Now let's look at Passive Marketing
Blogging, ezines, web content and social media are Passive Marketing. Passive marketing puts your name and message out there but it's not direct promotion that requires a response.
Passive marketing doesn't need to be as urgent and as focused as proactive marketing. It just kinds sits there! You post a blog, improve your website, send out a regular eZine, or respond to someone on LinkedIn.
Don't try to do Proactive marketing with Passive marketing tools.
I see a lot of people doing this. They send email after email, post on their blog three times a day, and are constantly posting articles, links and resources on Facebook or LinkedIn and every other social media platform in existence.
But they are frustrated because they aren't getting the results they hoped for. That's because Passive marketing isn't designed for response but to provide information, and build familiarity and trust.
So, relax and have fun with passive marketing. Sure, make your website better, write some great articles, and build your list by giving a report away on your website. Chat with your contacts on social media. Fit it in when you can. But don't obsess about it.
And yes, once in awhile people will contact you as a result of your Passive marketing. Consider that a bonus.
Balance your Proactive and Passive Marketing
Things don't feel so urgent and crazy when you put passive marketing and proactive marketing in their right places.
My passive marketing consists of writing this ezine/blog once a week. I do it each Monday and it takes a few hours. Then when I can fit it in I post on social media, update my website, etc.
My proactive marketing is planned well ahead of time. I write emails and sales letters and schedule talks and/or webinars. I put everything on a timeline and execute with precision.
But I only do proactive marketing occasionally these days. For the Mastery Program it will be annually, for smaller programs I may do it a little more frequently, although I'm cutting back on those.
And, with this approach, it lets me put my time where it's most important: Working with my clients.
Balance your Passive and Proactive marketing and you'll have a winning combination and less stress.
By the way, if you happen to know someone who is struggling to differentiate proactive and passive marketing, please forward this. I'm sure they'll appreciate it. Social media links below.
By Robert Middleton – Action Plan Marketing
Is marketing inherently stressful?
Given all the comments I've heard from clients over the years, you would think it was.
I regularly hear comments like:
Marketing is overwhelming
It takes too much time
It doesn't work, I'll just be rejected
I can't fit it into my schedule
Asking for referrals is like begging
At a certain point the stress becomes too much and the solution seems obvious: Stop any marketing activity immediately, in fact, stop even thinking about marketing!
That works for about five minutes until you realize again that if you aren't marketing, you won't have any new clients.
This is the "marketing vicious circle" where you feel stressed about marketing no matter what you're doing (or not doing).
Then how do you handle marketing stress? Is there a way you can reduce stress, actually do some effective marketing and make some progress?
Of course it's possible…
It's possible, but it does take some thinking. The question to ask is: "Am I ready to replace much of my stress by doing some thinking right now?"
Of course, you are, so let's get started!
How would you be if you weren't experiencing stress?
Wouldn't you be resourceful? Resourcefulness is always there. It's part of your natural state of being. It includes being creative, intelligent, inventive and enterprising.
Notice that children are amazingly resourceful. It's not something they learned; it came with the package called "human being."
Stress is simply the reaction you have to thoughts that tell you that whatever is happening is wrong or insufficient.
It's often expressed as, "I should be able to do this," and, "If I'm not able to do this it's not OK, I'm not good enough."
But why should you be able to do something you've had very little experience doing?
Think about that for a minute. You're stressed out about doing something (marketing activities) that you know very little about and in which you've had virtually no training or experience.
The only problem is that you think it should be easy, that since you're successful in other areas, you should be immediately successful with marketing.
Look, marketing is complex. It can be challenging. It takes time. That's just the way it is.
Just get that you're currently lousy at marketing. And that's OK. Everyone is lousy at just about everything until they get a certain amount of education and experience.
Feeling a little less stressed yet?
Back to young kids. They are lousy at everything they first try, but they're full of resourcefulness, creativity and inventiveness. This is why they learn at an astonishing rate.
But as kids get older and turn into adults, we judge every action we take. We become cautious, fearful and wary of being judged for not doing things well. And that's stressful.
This is what stress-free marketing looks like: Doing a lousy job at marketing and being 100% OK with that. And then tapping into your natural resourcefulness and just taking the next step.
Here's what people do when they tap into their resourcefulness (instead of identifying with their stress):
They do a lot of research to learn what works and what doesn't. (Wish I'd had Google when I started my business!)
They mastermind with others to explore various marketing approaches, strategies and tactics, learning from the experience of others.
They seek out authors, coaches, consultants, workshops and videos that teach hands-on practices that work.
As they explore and test certain ideas, they discover principles and systems that do work, and then make them best practices.
To sum it all up:
You get stressed about not being good at marketing your business.
You realize it's your thoughts of not being good enough that trigger the stress.
When you understand that it's OK to be lousy at something, you can relax and just start to learn.
The more you realize that you are OK just the way you are, your resourcefulness kicks in and learning accelerates.
Actions taken without self-judgment and fear produce results at a more consistent and higher level than when stressed.
OK, then get on with it!
Do you know anyone who gets stressed out by marketing? If you do, will you please forward this blog article to them via the social media links at the bottom.
And if you're ready to give up stress and do something resourceful to get your marketing unstuck and into action, here's a super affordable and comprehensive resource that thousands of self-employed professionals have used to help them take the next step. Just click here:
Every year at the end of the year, the same thing always happens….
I don't schedule any client meetings, I check my email a few times and then I start to become overwhelmed about everything I have to do beginning in January.
Today my wife taped this quote onto my computer:
Ain't that the truth!
How it's "supposed to be" at the end of the year is that I will relax without a worry, listen to a lot of music, go to a few movies, eat out, and become refreshed and ready to hit the New Year hard because I am relaxed, rested and ready to go.
Well, I did do a lot of that stuff, but I kept churning over and over what I needed to get done as soon as the holidays were over. The more I relaxed, the more the pressure built.
When I hit the, "I think I'm going a little nuts," breaking point, I snuck into my office and wrote down my main plans and projects that I wanted to work on for the first month of the year, the main tasks I wanted to accomplish the first week of the year and then wrote down the few things I planned to do on Monday.
What seemed like 50 things was only about half a dozen.
And the whirling in my head stopped.
Then on Sunday night when I went to bed, a new marketing idea flowed easily and slowly into my brain. Because everything else was taken care of, I had room for this new idea.
And, in fact, as soon as I stepped into my office on Monday morning (about a six-foot commute from the kitchen), I jumped onto my computer and spent several hours putting this new idea into action.
It was a new plan for the More Clients Club for 2016. But I'll tell you about that another day.
Once a very wise person told me this:
"The dullest pencil has a better memory than the sharpest mind."
In other words, get it out of your head and down on paper.
But whenever I forget that, I immediately become overwhelmed trying to keep all those ideas, projects and possibilities rattling around my cramped cranium.
And it's amazing how much relief I feel when those ideas get written on lists that I can access in a moment.
As the week and each day proceed, I no longer have a million things to think about, but just one: the project, the letter, the email I'm working on right NOW.
In this light, “overwhelm” becomes an illusion. Lots of things to do don't cause overwhelm. But they do trigger the thoughts that lead to feeling overwhelmed. Clean up and organize those things and overwhelm evaporates like fog in the morning.
My advice for you in the coming year:
Write down you ideas and plans. Create a monthly list, a weekly list and a daily list and you will accomplish more than you ever thought possible. Without overwhelm.
Now I just need to remember this when the holidays roll around next year.
Cheers, Robert Middleton
If you have some ideas about how you get more done without overwhelm, please share them below in the comments section.
Do you have a friend who gets overwhelmed by too much to do? Then please pass this along with the social media links below.
By Robert Middleton – Action Plan Marketing
About 15 years ago I decided to write a book.
What I wanted was a comprehensive manual for marketing professional services.
I got the book started by holding a 12-session series of small workshops in my office in Palo Alto. Before each session I wrote up a detailed step-by-step worksheet and used that as my session guide.
Once the workshop was completed, I added more materials to the worksheets and ended up with a 24-chapter, 288-page book that I called the InfoGuru Marketing Manual.
And then I promoted it to my online subscribers and ultimately sold thousands of copies. I discovered that a book can be the most powerful marketing tool in the world. My business has never been the same since.
I'm sure you've thought of writing a book. But are you making it happen or are you just thinking about it?
But what do you need to do to make your book successful, one that can get you visibility, credibility and a lot of new clients?
Last week, I interviewed one of my past clients, Jami Bernard, who is a book writing and book promotion coach. I asked her two simple questions:
1. If someone has a good idea for a book to help them promote their business, but they don't know where to start in writing it, what do they need to do to write a really good book?
1. It's one thing to have a book. It's quite another thing to market it successfully and use it to attract more clients. How do you help your clients do that?
And I recorded the interview which you can watch and listen to below.
To learn more about Jami Bernard, go to this link and she'll give you a copy of her report:
"Getting Published: How to Choose the Right Path for You." It's available via simple opt-in at the top of her home page.
Cheers, Robert Middleton
P.S. If you know someone who is thinking of writing a book, and would appreciate this information, please pass it on via the social media links below. I'm sure they'll find it valuable.
And of course, Happy Holidays and Merry Christmas!
By Robert Middleton – Action Plan Marketing
You know what it's like when you're trying your best to put your marketing into action.
You're calling to book speaking engagements, networking at your local Chamber of Commerce and putting together a webinar with help from a few JV partners.
But haven't you found, that despite your best efforts to work on these marketing activities, that your results are coming up short?
People simply aren't responding in the numbers you'd hoped for and you're not turning as many prospects into paying clients as you'd like.
What's missing? Is it your message, your website, the promotion itself or perhaps the wrong offer?
It's the Glue
When I talk to new clients, I discover, even though they've invested so much in their marketing, one thing seems to be missing…
It's Effective Follow Up. And follow-up is the glue that keeps your marketing moving forward. For independent professionals, it's often the one ingredient that makes the difference between marketing success or failure.
Let's look at a few common marketing scenarios.
Speaking: You give a talk at a conference and communicate valuable ideas that stimulate your audience. You collect a number of cards at the end from a few people who you think would be ideal clients. But nothing happens.
Networking: You meet someone at that same conference and get a sense that you could help them. You exchange business cards and ask them to take a look at your website and some articles with your core ideas. You never hear back.
Webinar or Teleclass: You manage to get 30 or 40 people to a teleclass promoting your new program. You prepare for hours and do the best presentation. You invite them to sign-up within a day to get your pre-program discount price. Two people sign up.
What is missing here? You seem to be doing all the right things, but oh, yeah, what about the follow-up? Maybe you'll get to that later. But first you want to get another talk booked.
Why follow-Up is like marketing glue
In all of those scenarios, follow-up via email and phone could have glued those connections into conversations. But nothing stuck, because you didn't apply the glue. Perhaps you were waiting for the prospect to contact you. But it rarely happens. But why?
Why you don't follow up
Perhaps you're a little shy, afraid of how your prospect might react. They may not be interested after all. And you wouldn't want to be an interruption or have them think you're pushy.
Or you don't have a system for follow-up. You only have a handful of cards. You don't know what to say, the best time to call or whether you should leave an email or a voice message.
So you put down your follow-up glue gun and promise yourself that you'll give it a shot later that week. But you never seem to get around to it.
Connections + Follow-Up = Conversations
The first thing to understand is that all you want to accomplish with follow-up is to have another conversation with your connection. And it's the simple act of following up that glues these two things together.
One conversation leads to the next conversation and then to a deeper conversation. The next conversation may be a selling conversation, and the last one a confirmation conversation. And before long you're working with a new client.
But not without the glue of follow-up.
My 7-Step Follow-up System
This is what I tell my clients to do. It works.
1. After you’ve had an initial connection with someone who may be a prospect and deserves follow-up in any number of the scenarios mentioned above, create an intention to follow-up. Don't hope it will happen, but set very focused goals to make it happen.
2. Ask yourself exactly what you want to get from the follow-up: Is it an introduction? A short meeting by phone? A longer strategy session? Or something else? Whatever it is, it should be the next natural step in connecting with that person. Be clear, even visualize yourself following up successfully.
3. Now script out what you will say on that follow-up call and what you will say in your follow-up email. Just make it conversational, simple and short. Practice it out loud until it feels natural and easy. By the way, I’ll often leave a message first and then follow that up with an email. Short, sweet, simple.
4. Make sure your message includes your Ultimate Outcome. That's what gets attention. It answers the "What's in it for me?" question. “I’d like to talk about your needs” won't be perceived as very valuable. But, “We help our clients be more effective in these five essential areas," is more likely to get a response.
5. Then screw up your courage and reach out. If they don’t get back to you, what does it mean? It usually means they are crazy busy, so don’t take it personally if they don’t get back to you right away. And try at least three times before moving on.
6. And what’s the worst that can happen? They may not be interested in your Ultimate Outcome or it might not be a good time to talk now, or several other legitimate reasons. So don’t sweat it. Move on – there will be other opportunities.
7. Make follow-up a habit. It’s one of the most important and effective marketing habits you can ever develop. And if you follow this plan, it really won’t be nearly as hard as you think it will be. In fact, believe it or not, it can be fun, especially when your conversations turn into new clients.
Start adding the follow-up glue to your marketing and you can expect your results to increase dramatically. I've seen it happen with my clients over and over again.
P.S. If you liked this article, just want to be nice or have nothing else productive to do, please share your comments below or, event better, share this article on Social Media. This will also give you some much-needed practice at follow-up!
By Robert Middleton – Action Plan Marketing
Wouldn't you love to know the perfect marketing approach for your business, you know, the one that brought in droves of clients with ease?
Well, of course, there isn't ONE.
Then how about the most effective approach to marketing, one that at least gave consistent results?
The thing is that there are a LOT of effective marketing approaches, dozens at least, perhaps hundreds.
Then, where should you start with your marketing? After all, you want an approach that will give you a chance to attract more of your ideal clients, right?
The first thing to understand is that your marketing approach needs to be customized to you. You should implement marketing activities that are appropriate for where your business is right now.
And you also need to understand that an approach to marketing is never just "one thing."
For instance, if you focus your business on "webinars" or your "selling process" or your "website" you don't have a complete approach to marketing.
I've found that the best approaches to marketing include many steps implemented in an effective sequence. You start with a simple sequence and then build the effectiveness of that sequence over time.
Here's an example of a complete marketing sequence:
1. Develop a marketing message or brand. Then communicate it verbally and through marketing materials such as a website, articles, emails, presentations.
My current message strategy is to put the emphasis on your "Ultimate Outcome," that is, the biggest result your clients get when they work with you. This kind of message is focused on your client, not on you. And it needs to be a result or benefit that is highly desired by your prospective clients such as:
"We help you double the effectiveness of your top leadership teams." Of course, then it's your job to prove that you can, in fact, accomplish this.
2. Develop a program or service that can deliver on this promise. If money was not an issue, what program would you design and deliver that consistently produced the results you promised?
We rarely think this way and instead develop programs and services that we think our clients can afford. What does that lead to? Compromise and settling with OK results, not breakthroughs.
I'm aiming for breakthrough results such as the ones my Marketing Mastery participant, Sal Sylvester achieved:
"Robert's program fundamentally changed my business. Before my work with Robert, I ran mostly short-term workshops – one or two-day sessions. Sometimes a series of workshops. My average deal size was probably $2,500 - $5,000. Today, my average deal size ranges from $25k to $100k.
"One year after the course was complete, my revenues went from about $170k per year to $260k. Then to $300k. They then doubled to $600k. And this year to over $900k. The foundation for all of this growth is the hard work that went into Robert's program. He not only taught me sound marketing and sales principles, but helped me change my mindset on what was possible."
You won't see those kind of results from half-hearted, low-cost programs that promise little and delver less.
3. Develop and Implement a marketing strategy that gets your program or service in front of the right prospects. Again, there isn't a perfect strategy, but there are many very good ones.
My two favorite strategies are:
1. Giving live talks in front of groups of qualified prospects.
2. Promoting my services and programs to those on my e-list.
Many other strategies can work as well. More often than not it will take a few different ones to effectively communicate your message to enough of the right people.
4. Learn the practices and skills of effective person-to-person selling. Selling is one of those terrible words that has so much negative baggage. But good selling is not about hype or manipulation – it's more of a focused conversation to discover if what you offer can solve any of your prospect's challenges.
Selling includes many elements:
• Following up after someone has responded to your marketing,
• Setting up appointments for selling conversations,
• Designing those conversations so that a high percentage of prospects choose to work with you.
The good news:
The four basic marketing steps are really all you need to get the attention and interest of your ideal clients and convert them into good clients who pay you well. The system for developing them and getting success with them is tested and proven.
The bad news:
Learning and ultimately mastering these four steps takes study, practice, and hard work. All of them include concepts that are counter-intuitive and that most people implement ineffectively, if not avoid completely.
For instance, most business owners have a "Me-Centered" marketing message as it can be hard to wrap your mind around a "Client-Centered" message.
In developing high-end programs, we tend to think they won't sell and therefore we don't even attempt to develop them.
With marketing strategies, the most common thing is to emphasize the processes we deliver instead of the results our clients get.
And with selling, we often think of it as a contest where we are trying to "win" business from an opponent who doesn't want to work with us, instead of as the beginning of a profitable partnership.
The next step:
Please take the ideas in this article to heart. They include the core ideas that have helped both me and my clients experience great successes.
And please consider this:
The Marketing Mastery Program starting in mid January 2016 focuses primarily on mastering those four key marketing steps. If you are up to attracting more high-end clients for years to come, it might be for you:
By Robert Middleton – Action Plan Marketing
Remember the movie, City Slickers? While Billy Crystal and Jack Palance are riding along the trail, Palance asks Crystal, "Do you know what the secret of life is?" And then he answers by holding up one finger and saying, "One thing, just one thing. You stick to that and everything else don't mean sh…!"
And Crystal answers, "That's great, but what's the one thing?" Palance answers: "That's what you've got to figure out."
And it's an important question for us in our businesses. What is that One Thing?
If you get it and you live by it, that One Thing leads to mastery.
We spend a whole lot of time and energy on everything that isn't the One Thing. Sure, there are a lot of things you'll end up doing in your business and marketing but if they're not in the service of that One Thing you'll get off track.
On Sunday I went out to dinner with my wife in Moss Landing, just south of Carmel, CA. The restaurant, Phil's Fish Market, was a cavernous place with seating inside and out, undistinguished decor and plastic fold-up tables.
The line to order at the counter was 20-people deep and the place was humming. I asked the couple in front of me what was good on the menu. The man then delivered the most enthusiastic testimonial I've ever heard. "The food is fantastic, the best anywhere. You've got to try the Clam Chowder and the fish tacos are to die for!" The couple behind me nodded in agreement.
Everyone was smiling ear-to-ear.
We did order the clam chowder and fish tacos and they were indeed spectacular.
On the menu I learned that Phil had started the Fish Market in 1982 as a small fresh fish stand and began selling buckets of fresh cioppino. Recipe here: http://www.philsfishmarket.com/recipes/cioppino.html
It's still the most popular item on the menu and as we ate we saw many huge bowls piled high on the way to the tables around us.
Phil's One Thing? The best fresh cioppino anywhere. And everything else built from that – superior fresh seafood at a reasonable price for everyday people.
It definitely works. Hundreds of people visit every day.
So, what is your One Thing?
By the way, it's not your marketing message (although your message should reflect that One Thing), it's not your process, your website, or even your services.
Your One Thing goes beyond all that. It's what makes you memorable. It's what you love most about your business. It's why you started your business. And it's something nobody else can quite duplicate.
Just down the road from Phil's is another restaurant called the Haute Enchalada. It's housed in a multi-colored Victorian-style home and the interior is intimate and wonderfully decorated. The food is gourmet and the service is impeccable. You might say it's just the opposite of Phil's, but it also has that One Thing that makes it immensely attractive.
There's no one formula for the One Thing but it's always special, magnetic. It's a calling, a commitment, a passion that's immensely attractive.
What is the One Thing for your business?
It's already there. You don't need to invent it. But you are so close to it you may not notice it.
Get some feedback from clients and others who have an experience of your business. And then ask them what they think your One Thing is. Keep brainstorming until it emerges. The words might not be perfect but ultimately you'll come up with the One Thing that makes your business special.
What's your version of Phil's amazing cioppino?
Now the challenge is to embody that One Thing in everything you do in your business and in your marketing, your message, your website and your services.
The One Thing is who you are. Embrace it and be that.
By Robert Middleton – Action Plan Marketing
When you struggle with your marketing, you know how it goes:
You think about things over and over and can't decide what you should do. It's agonizing. Finally, you set your mind on getting a project done, writing that letter or setting up some speaking engagements.
You know action is important, so you decide to apply discipline to your marketing efforts. You buckle down, create plans and lists. You get focused and get to work.
And if the marketing project is important enough, you'll probably get it done sooner or later with great effort and struggle.
So, on the surface, discipline seems to work… but does it really? Yes, stuff gets done, but do you really want to approach marketing as if you were at boot camp? Every word you write is like a push-up, every call you make, a chin-up.
Discipline may work for awhile, but it's not going to last long.
People look at my marketing, my website, my programs, my weekly eZine and think I must have a lot of discipline. And they say, "I could never have that much discipline. It just isn't worth all the effort."
Well, guess what? Discipline doesn't drive me.
Sure, when I've committed to doing something, I work hard at getting it done. But it's never really a struggle, a chore or a slog.
I don't apply discipline; I employ passion and devotion instead.
Passion and devotion can fuel a lot of powerful work – work that is fun and energizing and that produces amazing, beyond-the-expected results.
This past Saturday I realized our kitchen needed some cleaning and organizing. And as I have a devotion to order and beauty, I worked my ass off for six hours making our kitchen awesome. It kind of blew my wife away when she saw it later that day.
I didn't feel tired after my kitchen blitz; I felt energized and fulfilled. No discipline was required. And note that I didn't say I'm passionate and devoted to "cleaning and organizing" but to "order and beauty." That's the key.
In your business, your devotion and passion may be about making a real difference to your clients. It could be about creating something of real beauty or lasting value. It may be the joy of supporting someone who's confused or sad, or the delight in helping a client dress impeccably or increase their retirement savings.
Ask yourself what you are devoted to. Ask what you are passionate about. And then ask what vision you want to make real in your business. That will ultimately dissolve your struggle with marketing, making it flow with ease.
You already know what you're authentically devoted to and passionate about.
When you are committed to living that passion and devotion, creative and innovative possibilities open up to you – including great marketing ideas. Inspired plans that once seemed impossible, evolve from a simple idea or random association. That isn't hard work; it's a total blast.
Allow this devotion and passion to infuse your business, marketing and life.
Tap into that and you'll get naturally excited about your writing, your speaking, and whatever else it takes to communicate to your community about what you are up to, what you're devoted and passionate about.
What's the alternative? If your work is not infused with passion and devotion, you're simply doing hard time. You're waiting for retirement or to hit it big in the lottery. You're living in fantasy land, not reality land.
It's time to get real. Declare what you're already devoted and passionate about, feel it deeply and move into action, not with the burden of discipline but with juicy, yummy, authentic enthusiasm.
What are you devoted and passionate about? How are you going to make it real in your business? Please pass this eZine on to a friend, and tell them what you're up to.
Want to play in the space of marketing your business with passion and devotion for ten, action-packed months? Then check out the New Marketing Mastery Program here. http://actionplan.com/nmm2016
P.S. Thanks to Kiran for the ideas that inspired this article.
By Robert Middleton – Action Plan Marketing
Every Monday at about 10 or 11 am, I sit down to write my weekly eZine and blog (actually the same thing, through two different channels).
The question that everyone asks me is, "How do you decide what to write about?"
Good question! Let me answer it here and give you a few tips as well. First of all, my weekly ezine/blog is always something about marketing professional services. That's pretty broad, so I l have lots of options.
Here's how I generate ideas, but don't make them absolute rules. Be open to inspiration and even out-of-the-blue whims.
My 6 Primary Idea Sources
1. My work with clients. Every week, I have interesting conversations with several clients. Ideas from these meetings – both my ideas and the clients' – are often excellent topics. If this conversation helped the client, why wouldn't it help those on my list?
2. Ideas from something I'm reading. Often an idea strikes me and I look it up online in places such Google, Amazon and Wikipedia. Eventually the idea develops into an article.
3. Ideas from things I notice in the world. I observe businesses, both online and off, people who are doing interesting things and all kinds of situations where I see great successes, dismal failures and even flashes of brilliance.
4. Ideas from my personal experience and expertise. When you've been in business for more that 30 years, you've accumulated a lot of strategies and how-tos. Even if you've been in business only for a few years, you know more than you realize.
5. Ideas from my own internal process. Sometimes I'm struggling with something or trying to figure out a problem, so I'll often post a question on Wisdompreneurs or search Google and get several good insights.
6. Ideas from the shower or hot tub. Warm and running water seems to stimulate new ideas and gets them flowing. No effort required, just accepting ideas as they come.
My Writing Process
With these idea sources, I usually come up with enough of them to write an article every day. Then I select one randomly or one that pulls me the most.
I don't worry if they are perfect articles that will get me SEO positioning or lots of comments. I just write what I'm interested in and hope it will help others with their marketing.
Recently I've tried a little harder to include stories and get away from being too conceptual (that is, boring)!
I write the best I can but never trust myself enough to catch all the typos and grammatical errors I make. My amazing proofreader and editor, Daphne Gray Grant, finds those for me and gives me ideas for expressing myself better.
I'm not overly self-critical. Yes, I want to write a good article that makes a difference and often put a lot of work into it, but I'm not caught up with perfectionism.
Oh, yeah, and I almost always have jazz music playing in the background. Most of my attention goes to the writing, but having instrumental music playing tends to drown out my critical, noisy mind.
Length: I try to do about 500 to 750 words.
Time to write: 30 minutes to one hour.
I've been writing every week for 17 years. It's the single best thing I do to attract clients. I highly recommend you give it a shot. It won't hurt you; you'll survive it and ultimately it will help your business thrive.
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