By Robert Middleton – Action Plan Marketing
Today, Paul Zelizer, the founder of the Wisdompreneurs Facebook Group, posted about a common perception that many independent professionals complain about:
"I do REALLY, REALLY deep work and therefore people don't understand my work and that's why my business isn't thriving."
But this isn't just an concern for those who do "deep work," it's an issue for just about anyone who offers an intangible service, from coaching and consulting to various kinds of healing or spiritual work.
The truth is that none of these services are very easy to talk about conceptually in a way that is easy to understand.
Instead, your marketing communication needs to be about the things people relate to more easily – their personal struggles and stories of how these struggles were overcome.
Here are some points to consider about helping people understand the work you do, no matter how deep or esoteric it may be.
1. Is your work real?
That is, does it produce measurable changes in your clients? When you work with your clients are they able to resolve things better, become more resilient, more skilled, more confident? Can they face issues with less resistance and fear?
If so, that's something you can communicate and is very easy for most to understand. "When people come to me they often have deep-seated emotional issues that tend to stop them in many areas of their lives. When people work with me they get beyond those issues and are happier and face life with more courage."
2. Is your work valuable?
Do your clients really value what you do? Once I worked with a bodyworker who offered a modality designed to help me with my back pain. The thing is, it didn't. And it's sometimes hard to know if what you're offering is really as valuable as you think it is.
You might ask clients to fill out a questionnaire after working with you. If you're not getting great feedback on overall value, you need to consider what you should do differently. And if you get great feedback, then you can be more confident in your marketing.
3. Are you communicating?
If you are clear about the first two points above, then start communicating about them in a very simple way. Tell stories, give examples, and talk about outcomes through the following media:
Your blog and/or ezine. Don't just explain your concepts and processes. Instead, tell stories of real-live clients who came to you with certain issues and challenges. Tell a little about how you helped them and what things are like for them now. This simple story format is powerful and it never gets old.
Client Interviews. Interviews are also powerful because you're simply talking to your clients about what brought them to you, what they were struggling with, how you helped them and how things are different today. This kind of simple and honest communication has persuaded me sign up for very some expensive programs!
Webinars teleclasses or video conferences. Introduce your work, not by talking about why or how your services or programs work, but the difference they've made and the results they've produced. No hype is needed, just authentic stories. Explain clearly that your services are for people who have certain challenges, what they need to succeed with your work, and what they can expect if they work with you.
Social Media. Perhaps you worked with a client recently and had a big breakthrough or exceptional result of some kind. Then just tell that story, as above, on Facebook, LInkedIn, whatever. Readers don't need to know much about your process or how you work – they just want to know you produced a great result and that you're happy and excited about the difference you made.
The thing to remember in all of this is that marketing is not about YOU. Readers don't need to understand you. They don't even need to understand how your process works. But they do need to understand how your work has made a difference with your clients.
No more excuses about how people don't understand you!
By Robert Middleton – Action Plan Marketing
I spend a lot of time these days thinking and reading about new trends in marketing – mostly online.
I reflect on a lot on what I, my subscribers and clients really need to know about marketing right now. Here are some trends that I've noticed and that I think you should be aware of - and apply in your business.
1. Marketing Messaging
There will always be a need for marketing messaging and branding to help you stand out and differentiate yourself from others.
Messaging has always included a few elements: Who your ideal clients are, what they'll get by working with you and how you stand apart from your competitors.
But I think the strongest trend right now is to emphasize your client's issues, and challenges, above all else. This focus tells your prospective clients that you know what they're going through and that you've been there.
To do this you need to zero in specifically. So for me, for instance, it's not just "helping independent professionals who are struggling with their marketing." Instead it might be, "helping independent professionals attract more clients without all the hype," or "helping independent professionals attract more high-end clients."
It starts to become obvious that the more clear you are about exactly who your ideal clients are, the more you can zero in on these clients with very specific messages that get more attention than generic messages. Action: Do surveys to discover what message your prospective clients respond to best. Use this tool. https://www.surveymonkey.com/
2. New Format Websites
In the past several years, website design has changed a lot. What many have realized is that people won't read as much as they used to. They are rushed and overwhelmed and want their information in bite-sized pieces.
Leading-edge websites, usually Wordpress, have much more bold graphics with many fewer words. Since this is the case, every single word counts more than ever. And this isn't as easy as it looks.
In three or four short paragraphs you can communicate the essence of your message and then direct your web visitor to find out more, to get a free report or learn more about your services.
Is your home page bogged down with a lot of information about you're services? Then it's time to change. Action: Search for websites in your field until you find the ones with the best graphics and most concise home page message and then emulate (not copy) their home page. A favorite example. http://paulzelizer.com/
3. Social Media Groups
One of the most common ways to market with social media is through groups. Many people link to their articles, blogs or other web content by posting in Facebook and LinkedIn groups.
The problem is, that stops conversation in the groups and most will ignore your articles. However, you can post your complete blog posts into LinkedIn and they'll appear under your profile. This way, people checking you out get an immediate credibility hit about your expertise. Great Example here. http://tinyurl.com/li-rashid-k
The other thing I've found immensely useful is to engage in deep conversations within groups such as Wisdompreneurs or my Marketing Club Group. I don't get many direct clients this way, but I build visibility and trust.
And that has led to interviews, podcasts, and resources that have been incredibly valuable. When you make real connections with real people over time in groups, you really can expand your resources and capabilities: Action: Join Wisdompreneurs (search on Facebook) and/or join the Marketing Club Facebook Page. (link)
4. Video Conferencing
For years I've been doing marketing to groups via teleclasses and webinars. Video conferencing has been around awhile but this year it has come of age with Zoom.us (http://zoom.us/) video conferencing services.
This is the most exciting marketing communication vehicle since the advent of affordable (and then free) teleconferences around 20 years ago.
Just as television replaced radio as the primary mass media marketing appliance in the 50's, video conferencing will replace voice and images as the most powerful interactive medium. I've gone "all in" on video conferencing as it's effective, fun and inexpensive.
Those are 4 Marketing trends that I think are very important right now and I recommend you take action to integrate them into your business.
What other marketing trends do you feel are the most important for your business? Please join the conversation on the More Clients Facebook Page
By Robert Middleton – Action Plan Marketing
A typical interaction with one of my clients: "Robert, the foundation of my marketing is solid, I know my message, and I have a website and some written materials. Now what exactly do I do to get new clients?"
And I reply, "Well, there's the marketing side and the selling side. Before we get started on developing plans and strategies, let me give you the 30,000-foot view of the whole process from beginning to end."
And this is more or less what I tell them:
1. Develop the ideal package of services to sell
What exactly are you selling? Some people say executive coaching, management consulting or crisis therapy. But those are not "service packages" – they are labels and completely intangible.
It's hard for your prospects to buy "executive coaching," but it's easier to buy a "One year Leadership Coaching Program for Executives." See how that's so much more tangible? It's a one-year program and it's for a particular group of business people: Executive Leaders. That's interesting, that's real. And as a result your prospects want to know more.
So I want you to stop labeling yourself, and we'll start developing programs or services that have real value, that are tangible and that have clear outcomes and benefits. Then we'll focus on finding leads for that service.
2. Generate qualified leads from your marketing efforts
Once you've packaged your services, you'll want to generate leads to people who need that service or program. These leads can come from almost anywhere – from networking or public speaking, from emails to your contact list, from social media and from following up with referrals. You want to start with the most viable strategies.
Remember, though, you don't have a lead unless that person is a good potential client for your service or program and he or she either has a problem you can solve or an aspiration you can fulfill. To qualify a prospect you need (at the least), to have a short conversation by phone or an email exchange.
When you have a lead to a prospect, personal connection makes all the difference. When you get a card from networking, from a talk, or a response from your website, reach out immediately by phone or email.
Find out if this person is looking for the solution to a problem or a way to fulfill an aspiration. Ask them, "Are you interested in dramatically increasing the leadership capability in your company?" or "Are you concerned about the productivity of your workers?" If the answer is yes, you have a real, live prospect.
3. Get phone and face-to-face appointments with your prospects
In these first phone calls or email exchanges, you should explore their needs and desires in a little more depth. If they are strong candidates to work with you, you should request a more in-depth meeting: "Based on what we've discussed I think I can help you," you might say. "What I usually do is set up a Marketing Strategy Session to learn more about your business and explain how my services work. How does that sound?"
4. Ask the right questions during the sales conversation
I call these meetings "Strategy Sessions," but the name isn't important. Ultimately, they're sales conversations where you'll discover the prospect's situation, goals and challenges in-depth.
You should think of this meeting as an interview where you ask a lot of questions to get to the truth. But you also want it to feel like a relaxed conversation where you show sincere interest in this prospect and their circumstances. If you can't empathize, they won't trust you enough to work with you.
5. Present your services and solutions during that meeting
Once you've asked all your questions, it's time to explain to the prospect what you do and how your services can help them. Exactly how much you explain depends a lot on whom the prospect is – a large business or one-person entrepreneur, etc.
You want to be organized in presenting this information. First, let them know the ultimate outcome you are going for in your work together. Next, explain the many things you'll focus on to produce those results. And finally, discuss the structure of how your services or programs are delivered.
Then take questions. If you're offering services to small business owners, you often don't need a proposal. You can simply ask them how this program and approach sounds to them. If they like what you've said and can imagine succeeding with you, then talk about your fee and see if they can manage it.
6. Respond effectively to issues or objections
If you're meeting with the owner or other decision-maker of a larger business, you'll probably get tougher questions, and you need to be prepared to answer them. Poor, incomplete or vague answers will loose the sale. Great answers delivered with a lot of confidence increase the chances of a sale.
In fact, you want to welcome questions or objections. It shows your prospects are interested. They're looking for a solution – they just need to figure out if yours is the right one. Never see these questions or objections as an attack, because they're not meant that way.
7. Prepare a written proposal
A larger company will almost always want to see a written summary of your presentation, in the form of a proposal. Essentially, a proposal says, "Here is your situation and here is what you said you wanted to accomplish and here is how you'll know you've succeeded." Then you should outline exactly what you'll do for them to achieve those objectives, plus what they can expect when working with you, and how you'll deliver your services or programs.
The one thing you do not want on this proposal is the price. Why not? Because that's the very first thing prospective clients will look at before anything else. Let them know that this is, "A first draft of the proposal to see if we are both on the same page." Once they've seen the proposal, let them know that you'd like to work together to refine the proposal to make sure the program meets their needs.
When you've gone over the proposal and have come to an agreement about exactly what you'll do, then you can put a price tag on your program.
8. Get the prospect to respond to your proposal
When you don't put a price tag on the initial proposal, there's an incentive to get back to you, to finalize things and get the price quote. This changes the balance of power.
After you offer to prepare a proposal and agree that you'll meet again to get feedback and to fine-tune it, also set the time for the next post-proposal meeting. "Okay, I'll get you the proposal to you by next Tuesday. I'd like to set up the next meeting for the following Wednesday or Thursday. Can we look at our calendars?"
9. Ask the final closing question
There are actually many closes during a selling conversation. These "trial closes" help you understand if you are on the same page or not. They don't have to be manipulative or tricky. After you've asked your questions in the meeting, ask, "Have you told me everything you need so that I'm able to help you?"
After you've explained and presented your services, you can ask, "Based on everything I've explained about my program can you see working with me in this program and succeeding with it?" That's what I call the "close for commitment." If they are not sure, then that's when to ask for questions. If they have no questions, but can't quite see themselves working with you, ask, "What else would you need to know to be confident that this program is for you?"
10. Get paid what you want to be paid
If you have a prospect who says they can see working with you and that they want the results you deliver, it all comes down to price. When working with an individual, you should talk about the price last. With bigger prospects, you'll talk about the price after they're happy with the proposal.
For an individual prospect, this is my close on the price: "The fee for this program is $XXX or $XX per month. Does that work with your budget right now?" They will think and say, "yes, no," or "it depends." Then work out the details, discuss issues about payment, etc. If they really don't have the money and this is the only thing that's standing in the way, there's not much else you can do.
With bigger business prospects, you'll ask a similar question: "Can you fit this program into your budget for training (or coaching or whatever) this year?" They may say yes, but more often they'll say they need to run it past some people. That's fine, but ask them if they can give you an answer by a certain date. They may get back to you with more questions, suggest alternatives, or negotiate the price before the final approval.
It's useful to understand this big picture of the marketing and selling process.
Most Independent Professionals muddle through this process. It takes some time and work to learn how to implement each of these steps successfully. If you do, you'll attract clients faster with less struggle. But if you don't, you may be struggling for a long time to build your business.
In a few weeks, I'll be launching my New Marketing Mastery Program that takes the participants through al of these steps until they are consistently attracting more high-end clients. It starts in mid January 2016. Please look out for my next introductory video conferences about this program. The next one is on October 22. You'll get a notice.
If you'd like to see the Preview video for the New Marketing Mastery Program, just click here: http://apmaudio.com/video/Preview1.mp4
Cheers, Robert M.
By Robert Middleton – Action Plan Marketing
Three typical scenarios taken from life:
A young man goes out to dinner with his girlfriend on his birthday. At the end she takes the bill to pay it as her gift to him. But he grabs the bill, saying, "Oh, no you don't. I'm not going to let my wonderful girlfriend pay for dinner!"
A woman stands up in a seminar to ask a question, and the seminar leader is actively engaging her. A few minutes into the interaction the woman says, "I'm sorry, I don't want to take up so much time, let me give someone else a turn."
In working with a coach, a new business owner is encouraged to reach out to her friends and do some brainstorming with them. But she isn't open to the suggestion, "Oh, I don't want bother them," she says, "I'm sure they're all too busy."
In all of these cases, people push away the opportunity to receive a contribution from someone else.
They don't want to be selfish. They don't want to take up time, accept a gift or receive valuable feedback.
But think how that would make the seminar leader, the girlfriend and the friends feel. Would they feel happy that this person deflected their contribution?
Let's look at a very different scenario.
You're with a group of your friends and one of them says, "Hey, my wife and I are going to Rome on a holiday in a couple of months and I know you've all been there. Can you give us a few tips on the best sights and restaurants?"
Would your friends regard this request as selfish and refuse to give him any ideas? Of course not; they would tell him all about their favorite places, tours, food and experiences. In fact, most would go out of their way to help him have the best holiday ever.
We've all experienced this. People want to contribute; indeed, they love to contribute. In fact, most people like to make a contribution to others more than anything else.
Most of us actually like giving a whole lot more than we like getting. It's more fulfilling, more fun, more uplifting.
So here's the $64,000 question:
If making a contribution is the thing people want to do more than anything else, what is the greatest contribution you can make to others?
No, it's not giving them something.
It's allowing others to give something to you, to make a contribution to you.
That's the virtue of enlightened selfishness.
The funny thing is that almost nobody sees this.
If the boyfriend graciously accepted his girlfriend's gift of paying the bill she would be uplifted and happy that she could make her boyfriend happy.
If the seminar participant truly let the seminar leader make the contribution he could make, he'd be fulfilled and she'd get the benefit of his contribution.
If the business owner asked her friends to brainstorm ideas with her, they'd feel valued and honored that she respected them enough to ask.
But more often than not, we're withholding the opportunity for others to contribute to us.
How does this apply to your business?
Don't you want to do everything possible to help your clients be successful? You share ideas, resources, techniques and exercises that will help them. And when you're contributing to them you're probably not even thinking about what they're paying you.
Conversely, one of the greatest things you can do for others is to ask for help. But as an independent professional you may be, well, too independent, and don't want to impose on anyone. You need to get past this.
Now I'm not talking about calling up a friend every day and asking for free advice. Anything can be taken to the extreme. But if you feel you've been going to that well too often you can reward that person in some way. And then you have a win-win, mutually-supportive business relationship.
For years I've done co-coaching with my peers. We meet by phone for an hour or two and brainstorm with each other. We give and we take. And honestly, it's the favorite thing I do in my business. I always get value from these exchanges.
On an online business forum I belong to, I do two things: I ask a lot of questions to get ideas, feedback and resources. And in turn, I answer a lot of questions and make the contribution I can.
I love doing this so much, I can spend more than an hour a day online in this way. I don't worry if any of these exchanges lead to more clients. I get so many good ideas and resources for my business that it doesn't matter.
So I invite you to not only contribute, but to ask others to contribute to you. Last week I invited all my More Clients Subscribers to join the Marketing Club Forum. Ask questions for yourself (I'll often answer them) and share your ideas and resources with others.
It really doesn't get any better than that.
If you haven't joined the forum yet, here's the link:
By Robert Middleton – Action Plan Marketing
Charles Kingsmill, a management consultant in England (and a past client), has a simple strategy for generating ideas, finding resources and getting new ideas for his marketing and business.
He asks a question or starts a conversation on the Marketing Club Forum. And Charles always gets some valuable responses that help him take the next step in his business with a little more confidence, knowing he's not alone and realizing that when he asks, he'll usually find what he wants.
Charles is just one of the 476 members of the Club Forum that has been, up until today, only accessible to my More Clients Club members.
But as of today, I'm inviting ALL of my More Clients subscribers to join as well and start engaging in the conversation. And remember, there is no fee for this service. Just go here:
Here's why I'm opening the Marketing Club Forum to new members
As it happens in all forums and groups, over time, participation starts to diminish. So you visit the forum and there hasn't been a post in several days. And you end up going somewhere else online to connect. But if there are more members, there are more questions, topics and participation.
With a few thousand more Marketing Club Forum members, my intention is to jump-start forum participation, and provide more support, ideas, resources and inspiration for growing your business.
Up to this point (for 17 years, actually) the interaction with my More Clients subscribers has been one way. I write, you read. But I had a powerful insight recently: That's not a community! That's just a soapbox.
So I'm inviting you to join this community and exponentially increase the value you get from your More Clients subscription.
The Possibilities for the Club Forum
• You'll get to connect with hundreds, perhaps thousands of other independent professionals just like you.
• Whenever you have a question, need a resource or just want to share insights, you'll have a safe place to do that.
• You can run marketing and business ideas past forum members and get feedback. And in many cases, I'll chime in personally with my ideas and insights that come from 30 years of working with independent professionals.
• You can explore more deeply with members, and do everything from setting up private conversations to arranging joint ventures.
• One of the best ways to use the forum is to test new marketing ideas, messages, materials and strategies by asking for reactions from fellow members.
The possibilities for connecting like-minded people in a forum like this are virtually unlimited. However there's one thing you can't do in the forum…
And when that happens, conversation stops.
However if someone posts on the forum looking for a resource or service, you are welcome to point them to information on your website if you think you can help them. Or you can PM (Private Message) them if you like.
And if you happen to love someone else's service (whether they are member or not), you are welcome to point fellow forum members to that person's website, blog article, resource, etc.
So, if you'd like to join the Marketing Club Forum, I invite you to join today.
One more thing. The Club Forum is open only to Club Members and subscribers to More Clients. In other words, if you got this email, you are welcome to join the Marketing Club Forum.
If you know someone whom you think could benefit from membership, please direct them here first: http://actionplan.com/free-stuff There they can subscribe to More Clients, get their Marketing Plan Workbook and then be eligible for Forum membership.
Once you join the Marketing Club Forum, please read the Welcome Message at the top of the page, introduce yourself, if you like, and then jump in, participating at whatever level works for you.
Cheers, Robert M.
P.S. Some people don't like Facebook and prefer to do business on LinkedIn. That's fine, but I've found that the Facebook Groups are a better overall platform for interactive discussion. If you don't plan to do anything else on Facebook, that's okay, but I promise you'll get value from being in the Club Forum
P.P.S. if you're reading this blog article and would like to join the Marketing Club Forum Forum, please subscribe to the More Clients eZine first by entering your name and email address in the form at the top left of this page. Thanks!
By Robert Middleton – Action Plan Marketing
If you've been watching the presidential campaign of Donald Trump, you might be aghast, but you should be fascinated.
Trump came out swinging in his presidential announcement and then doubled down on everything he said in the first Republican debate. The next one is tomorrow (Sept 16). Tune in to CNN.
It seems, no matter what Trump does, he continues to climb in the polls. He’s the only candidate anyone is really talking about.
Ultimately I think Trump may be headed for a point of no return, but it’s also possible he could become the Republican nominee.
Whether or not you approve of his approach or his politics, you have to admit he's doing a few things right. So lets not worry for now about the things that drive you crazy and, instead, outline his 10 brilliant marketing approaches and how you might apply them to your business (minus the sleaze factor).
1. Supreme Confidence
Trump's confidence is over the top. It might be summed up as, "The rest of you are total losers, and I am your only choice, and by the way, I'm rich. Very rich. And smart too. Very smart."
Well, you can still display confidence without being an obnoxious loudmouth. But since you're not a billionaire, you need to have a confidence based on the results you've produced, the difference you've made and the skills you possess. You don't need to compare yourself to anyone else or put anyone down. But you need to give up any stories you have about being inadequate or not good enough. Trump would never do that.
2. Clear and Consistent Talking Points
When Trump speaks he sticks to the same talking points. You know, "immigrants are ra***ts and murderers, (even though Mexicans are great workers), women love me, Jeb Bush has low energy and all other politicians are stupid.”
You may not find these points particularly edifying, but at least he's consistent. And no matter what services you offer, you need to be clear and consistent as well. When someone asks you what you do, be ready to explain whom you work with, how you help them and how you're different. You can't be wishy-washy about your message or prospects will lose confidence in you. In fact, they'll ignore you. Notice that Trump is never ignored.
3. A Phrase That Pays
The motto of the Trump campaign is, "Making America Great Again." And that's not a bad key message. (The only trouble is that we still have no idea how he'll actually go about accomplishing that.)
Your "phrase that pays" needs to be as clear and beneficial. Such as, "We Get You Out of Debt and Build Your Cash Reserves." This can have a large appeal to many people. But you'd better have a workable, tested, step-by-step system that can deliver on the slogan. You just can't make it up as you go, as Trump seems to.
4. Taking on the Competition
Trump never bows to the competition or concedes a point. In fact he goes after anyone who disagrees or goes against him. He demolishes them. So far this seems to be working, so he keeps doing it. Some have learned just to get out of his way or pal up to him like the obsequious Senator Cruz.
You can take on the competition as well, but not with the viscousness of a rabid dog. No, you can clearly point out your differences, what you do better, where you specialize and excel. You can, and should, emphasize why your approach is better, faster or more effective. But you don't need to embarrass yourself when doing so. Leave Trump to that task.
5. Emphasizing your Strengths
Look, Trump does have a lot of strengths. Building a multi-billion dollar empire took hard work, lots of smarts and who knows what else. The strength he keeps coming backs to is his ability to make deals. After all, he wrote the book on it: "The Art of the Deal." However, I'm not sure he could write the book "Win-Win Negotiation."
Do you know your greatest strength? What is it you do very, very well, better than almost anyone you know? Usually it's a skill that you are so familiar with that you’ve ceased to recognize it as a skill. For instance, I discovered my greatest skill is teaching (not marketing) so I spend most of my time teaching my clients how to market effectively. What's your biggest strength?
6. Congruency of Message and Delivery
Trump is full of braggadocio and chutzpah. That's his style. It's more than confidence, it's just the way he is and all his messages reflect that way of being. Notice how many candidates say things that go over like a lead balloon? They have no congruency. But Trump can call prisoners of war "losers" and somehow get away with it. Mind-boggling, isn't it?
What is your style, and is your message congruent with that style? Don't try to come off as someone else. Instead, always be your real self. You know your convictions, and what strategies really work in your business. Well, find a way to stand for those things so that people really believe you and trust you. Another way of saying this is: Find your passion and then live it.
7. Never Apologize
Have you ever heard Trump apologize for anything? No, and you probably never will. He could say the American government is communist-based and would never retract his words. But in some ways this is an admirable trait. He's confident and confident that he's confident and, of course right, about everything.
Should you ever apologize? Well, since you're a human and not perfect, you'll make mistakes. And if they are obvious mistakes that cost something (especially to your clients) you'd better apologize, quickly. But that doesn't mean you should demean yourself like a lowly peasant: "Yes, M'Lord, I truly am the scum of the earth, it will never happen again, or I'll give you my first born child." No, you'd never say that, but sometimes it sounds like it. Man up, admit you made a mistake and move on.
8. Show That You're Wining
This is Trump's biggest hobby and prime campaign strategy. "I just want you to know I'm winning. I'm at the top of the polls, I'm ahead of all those other losers and, of course, I expect to win the presidency. What will I do when I'm president? Well, I'll get to that someday, but right now I'm winning. Praise me please."
You want to let your prospects know you're winning and successful (even if you don't feel quite as successful as you'd like to be). And you show you're winning by having a world-class website, well-written articles, glowing testimonials and specific client success stories. It's not boasting if it's true, but you don't need to make an ass of yourself as you reveal your success with class and understatement.
9. Never Be Too Specific
Trump's campaign is a mile wide and two inches deep. That is, his appeals are broad and easy-to-understand. He's the master of the sound-bite and the memorable (and sometimes shocking) phrase. But scratch any deeper and he has little to say (so far). Look, it may be too early to get into specifics. But later in the campaign he's dead if he keeps glossing everything over.
You shouldn't be too specific about everything either, at least with a first contact. Ever ask someone what they did and half an hour later they stop talking? Not because they've run out of things to say, but because they needed a bathroom break. Economy in words – on your website and in a verbal marketing – is your friend. But when people want to know more, present substance and depth or prospects will lose interest fast.
10. Multiply Word-of-Mouth
Trump is a paradox. The richest man ever to run for the presidency, he hasn't spent a dime yet on TV (or any other) advertising. By doing all of the things mentioned above he gets 10 times the press as all the other candidates combined. If he can keep up that momentum, he just may be unstoppable.
Your most powerful marketing vehicle is also word-of-mouth. It's what others say about you that packs a bigger wallop than anything you can say about yourself. But don't be passive about word-of-mouth, be proactive. That is, get out there and let people see you in action. Some ways that work include speaking in public, publishing an eZine and blog, community service and social media posts that add value. And ask your clients for testimonials. You've worked hard, so make sure you get recognized for that work.
I hope you understand that you can market much like Trump without being Trump. You can apply all the approaches he uses without being an arrogant, self-centered egomaniac. And that my friends, is a very good thing!
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By Robert Middleton – Action Plan Marketing
Websites look very different these days from just a few years ago.
The graphics are bigger and bolder. The words are larger and they say more with fewer of them.
Websites – home pages especially – are more fun and alive.
But does this new trend in websites and home pages actually work to grow your business?
Sometimes yes and sometimes no. It really depends on what you want your website to accomplish.
Do you want it to result in glowing admiration (and perhaps a little envy) from your peers?
Maybe you want it to clearly convey your brand and identity.
Or perhaps you want it to get your visitors to buy from you.
Here's my take:
Website design may have changed a lot over the years.
But some things have not changed. And those are the basic marketing principles of generating attention, interest and action.
If you don't accomplish those, your website, no matter how fancy, is a dud.
What good does it do to have beautiful graphics and words on your website if they don't bring you new clients?
So how do you do that? Two things...
1. Web Graphics and Photos
The purpose of attractive graphics is to get attention. They catch the eye immediately and draw you in. And if you don't get attention, you'll never have a chance to generate interest.
Of course, those web graphics and photos must communicate something visually that represent your business.
So, before anything else, think of your website and home page as a beautiful canvas that's hard to pull your eyes away from.
You may need a designer to help you with this.
2. The Words
Well-written words are there to arouse interest. And to do that you must say something that readers can immediately relate to, something that they care about.
Here's what they care about: themselves, what's it in for them, how you can help them. Period.
You must choose your words carefully. And because attention spans are shorter these days, you need to say more with fewer words. And that can be tricky.
You may need a writer or editor to help you with this.
But let me give you a few guidelines:
Your home page needs only four short paragraphs (of about 40-50 words each). That's really all it takes to generate interest and stimulate action.
Paragraph One: Address exactly who your ideal clients are and what they want but don't have. What is missing for them?
Paragraph Two: Tell them about the outcomes they want and what things could be like when they have those outcomes (without mentioning you or your business yet).
Paragraph Three: Explain the essence of exactly what your business does to get your clients from where they are now to where they want go.
Paragraph Four: Briefly mention your services that produce those results and then offer some free but valuable information (a report, e-book, video, etc.) and invite them to learn more by opting-in.
That's really all you need.
Visitors can read a page like this in 30 seconds to a minute. They will understand your core marketing message and will know immediately what you're about and if you can help them or not.
Don't try to accomplish too much on a home page.
You don't need hype or lengthy information about your approach. You simply need to demonstrate through a few well-chosen words that you have what they want and invite them to learn more.
Since 1996 when I launched my website this is exactly what I've done. Over the years the graphics and words have improved, but the essence has always been the same.
I also realized that the big key was not just to get attention, interest and action on the website but to keep in touch with those who opted in through my weekly eZine.
And ultimately, it's been those subscribers who became the customers of my marketing products, services and programs. It's a system that's proven to work and yet is surprisingly simple.
Cheers, Robert M.
A resource for you. In a few days I'm launching my next three-session Next Level Course on: "Build a Better Website Homepage" where I'll go into these ideas in great depth. The course sessions will be on Sept 15, 22 and 29 at 10 am Pacific. So mark your calendars.
Get my free Marketing Plan Workbook if you subscribe to this weekly eZine and blog, More Clients.
By Robert Middleton – Action Plan Marketing
In each week's More Clients I usually write an article about some aspect of marketing for Independent Professionals. I've been doing this for over 17 years.
But today, all I've been thinking about and planning are two upcoming programs I'm doing in the fall and in the New Year. This eZine isn't so much a promotion for these programs but a brief announcement so you can plan ahead if you want to attend.
I've been putting a lot of thought into topics and formats, but the most exciting development is that I'm making the transition from teleconferences and webinars to video conferences.
These days almost everyone has a computer with a built-in video camera, and the new technology is fast and cheap and easy to use. When I do a program, I'll include a link and you'll just click on it and enter the video conference online.
And instead of a disembodied voice, you'll see me and all the other participants (like the picture above). It's really cool.
Here are those two new programs:
1. The Next Level Programs - Semester Two
In May, June and July we held three 3-session teleconference programs that really zeroed in on important marketing skills.
Program One was on Getting More Done in Less Time
Program Two was on developing a Marketing Message
Program Three was focused on Core Issue Articles
Here's the schedule and topics for the next three Next Level Programs:
Sept 15, 22, 29 - Creating a Powerful Home Page
Oct 13, 20, 27 - Setting Up your eZine Opt-In
Nov 10, 17, 24 - Writing an eZine or Blog Article
These three marketing activities are absolutely essential if you want to increase the effectiveness of your online marketing. Mastering these has enabled me to attract clients and customers from all over the world.
Enrollment in the first program will be open on Sept 3 (next Thursday) so mark your calendars. You'll get an email reminder.
Each program is $49 (for three 90-minute sessions) and free if you happen to be a member of the More Clients Club.
2. The New Marketing Mastery Program
From 2009 through 2012 I conducted an intensive one-year program designed to help participants attract high-end clients and substantially increase their incomes.
The programs were wildly successful, but also exhausting for me. So I took a break from group programs for three years and have been thinking about an up-leveled format since.
I'll be starting the New Marketing Mastery Program in January 2016. Here are some of the things we'll do:
1. Intensive one-to-one Skype coaching sessions - two per month
2. Group coaching sessions twice a month via video conference
3. Access to all More Clients Club Materials
4. Written Marketing systems, checklists, procedures and how-to's
5. A big emphasis on getting unstuck and into action
6. Access to resources for writing and design services
Designed for successful Independent Professionals who still want to take their marketing to a new level of effectiveness and success, this program includes everything I've been thinking and writing about for the past three years.
I'll be sending an announcement in two weeks for an intro Video Conference on September 24.
So please mark your calendars and watch your email for updates. Yes, during this period I'll be sending a few more emails than usual, so please check them out if you're interested and ignore them if you're not.
Cheers, Robert Middleton
If you'd like to share this eZine article with friends or associates, or make comments, just go to the links below.
By Robert Middleton – Action Plan Marketing
One success habit I've struggled with for years is getting enough sleep. I developed this bad habit in grade school! I just love staying up late and doing stuff. I read until I can barely turn the page of my book or I nod off reading Polititico news on my iPad.
But often my work suffers because of this.
Today I'm going to give you some great tips on establishing new success habits, but I know from experience that it can be a real challenge.
Mostly it's because we don't want to change, as the old habit seems much more immediately gratifying than the success habit we want to establish.
Nevertheless, here are three things that do work (most of the time). Just don't beat yourself up if you don't get immediate results.
1. Get the Support of a Group or Community
A famous yogi, Paramhansa Yogananda, often said, "environment is stronger than will."
If you want to make changes and develop positive habits, a group or community can make all the difference. Trying to make changes and attain success in isolation is very difficult.
And of course, as an Independent Professional you may find yourself isolated working at being successful in your business but experiencing a lot of struggle.
Take advantage of the support of a group if you want to…
• Learn a profession (graduate school)
• Climb Mt. Everest (climbing team)
• Learn business and marketing skills (training course)
• Become a musician (a band)
• Improve your overall business success (support group)
• Generate new ideas (brainstorming group)
With group support, you're not relying solely on your own knowledge and will power. Instead you are surrounded by others who want you to win as well. Get together with people who are committed to success and making a difference, not with those who are committed to complaining.
Look to the success of Meetup.com. There are thousands of groups all over the country gathering to support each other in endless different ways.
Group support doesn't guarantees success, but it certainly makes it a lot easier and way more fun. I've always found that being in a community of support helps me up my game and play my best.
Then take this next step...
2. Get Individual Success Coaching
Coaching is now a verified, proven approach to making changes and developing new success habits. In coaching, the coach and client make a "pact for change." They determine the areas where the client wants to expand, the work required to make those changes, and the challenges they will have to get though to succeed.
Coaches understand that change is difficult. But they also know, that with knowledge and support, change is possible. Coaches are patient, persistent and creative. And they have a toolkit of methods that work to move from tiny steps to big ones until a new habit is formed.
If you belong to a group – and also take individual coaching – you can get results really quickly. In the group program you are challenged to take steps outside of your comfort zone. Then the coaching zeroes in on your specific issues and needs and provides the direction to move forward with more confidence.
If you don't have a coach, you are shortchanging yourself. The cost of a coach is offset by your increase in productivity, results and income.
The final step is to...
3. Create Rituals and Systems
Remember in college how overwhelmed you were with the amount of study it took to pass a test, let alone master the topic? At some point you either surrendered to the necessity of establishing fixed study times and habits – or you decided to wing it.
Winging it didn't work too well, did it?
Kelly St. Claire, on Wisdompreneurs, just posted about writing her blog every week: "I make it an enjoyable ritual. I prepare a special coffee and get up a bit early to have the house to myself. This is a real treat for me. So it helps me be consistent because I look forward to it."
This is very different from making empty promises, trying to "power through" something or making erratic and random attempts that never seem to stick.
To establish a ritual or system here's a simple checklist:
1. Be very clear about what you want to change or what success habit you want to establish. And start with something small.
2. Write down what it would look like once that habit was established. What would you be doing differently?
3. Imagine or visualize what it would feel like if you were doing this success habit consistently, and also visualize how it would feel to get the results that came from this habit.
4. Now design your ritual or system. For instance: I will do these exercises every morning by 8:30 a.m. I will do this and that, etc. Again, keep it simple. A few steps, not 50!
5. Tell your group and/or your coach about your new success ritual or system and welcome their input and ideas.
6. If necessary, work on exploring the limiting beliefs that might hold you back from doing this. (see The Unstuck Process)
7. Set up a reward or celebration for benchmarks on the way to establishing this habit. I.e., the first month, 6 months, 1 year.
By the way, I just reached the three-month milestone for doing my back stretching exercises that's made a huge difference to my overall well-being. I can't NOT do them anymore.
8. Don't try to tackle several new habits at once. That's a set-up for failure. Add another one when your new habit is firmly established and you can't imagine living without it.
9. Realize that the habit of establishing new success habits could be the most powerful success habit of all. So create a ritual for sitting down and following the steps above on a regular schedule.
OK, time for action! What is the first success habit you'll pick?
Cheers, Robert Middleton
P.S. Note to self: Take these steps with my bad sleeping habits.
P.P.S. I'm sure some people will send me some tips about this! Please put them on the blog, OK?
If you'd like to share this eZine article with friends or associates, or make comments, just just click on the links below.
By Robert Middleton – Action Plan Marketing
A few months ago my wife, Saroj, bought our granddaughter a big white ceramic piggy bank. We keep it at home, and every week when Saroj visits Collette, she brings the piggy bank and some collected change for Collette to deposit.
Collette loves putting money into the piggy bank and she also associates it with the pleasure she gets from her grandmother visiting.
This is a great example of cultivating the positive habit of saving early in life.
But when Saroj tried the equivalent with me about 20 years ago, in the first year of our marriage, she faced some real resistance. She said she wanted to start moving some of our income into investments.
I almost had a meltdown.
Why? Because I had never developed the habit of saving or investing and I felt threatened. It took some time and persuasion to get me into the investment habit. But now, 20 years later, we have a big nest egg for retirement.
Those are two ways to develop a success habit.
Obviously it's easier early in life. With a little support and encouragement you can learn virtually anything without a great deal of resistance. But that's too late for us, isn't it?
It's much harder later in life to learn a new success habit. We are set in our ways, afraid of change and often don't have someone who can provide consistent support until a change is made.
Last week, I came across a chart (below) that divides successful people from unsuccessful people. Clearly, successful people do the things the unsuccessful ones don't. So we see a chart like this and think, "Oh, I just need to follow what successful people do. How useful! I'll just stick this chart on my wall and follow what it says!"
But that's a fairy tale, isn't it?
All those things are only symptoms of developing positive habits, usually early in life. To just start doing the things on the left side and stop doing things on the right side is virtually impossible for most of us.
Old, unsuccessful habits are deeply ingrained. For instance, to change an unsuccessful habit to a successful one, takes at least 21 days and up to 90 days (or even more) of consistent practice. Remember when you last tried to change something that went against your old habits? Not easy, right?
Simply put, it's astoundingly difficult to change a habit.
What I'm saying is that establishing new success habits that oppose your old, unsuccessful habits is about as likely as Donald Trump saying he's wrong about anything.
This method of achieving success is a complete and utter waste of time, yet it's what almost everyone tries.
We try to eat better, get more exercise and do marketing more often, but look at the results. And if we happen to change for a short period of time, we frequently revert to the old behavior in a few months.
Is there any hope for real change?
Well, yes, but not today. I'll continue this article next week with the three most powerful and proven approaches for developing success habits.
If you'd like to share this eZine article with friends or associates, or make comments, just click on one of the links below.
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