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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 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. 

Cheers, Robert

If you'd like to share this eZine article with friends or associates, or make comments, just click on one of the links below. 


By Robert Middleton – Action Plan Marketing

Thirty one years ago this week, (August 1, 1984) I started my business in San Francisco CA. 

It's been quite a ride and sometimes I can't believe I'm still at it, as committed as ever and having a blast. 

Over the years, other than a few assistants here and there, it's been a one-man show and I proved that it's not only possible but the best kind of business and lifestyle I could imagine. 

Today I thought I'd share some advice about a few of the things I've learned along the way as an Independent Professional that's made my business more fun and more successful. 

These are in no particular order. There are no hidden meanings. 

Once you make a decision, stick to it. I learned that being indecisive really didn't make things any safer. Now when I get a good Idea, I think about it for awhile and then just go for it. 

If you happen to make a lot of money, don't buy a condo in Mexico – even if your wife thinks she can't live without it! 

Learn how to write marketing copy. It's the master skill of marketing. If you struggle with writing, you'll never reach the heights that are possible for you. 

Try lots of crazy things. I once did a thing called "Networking on the Air" where a group of people recorded introductions about their businesses and we broadcast it on a local radio station. Dumb idea but still I learned some things.

Hire a designer. If you persist in producing nondescript marketing pieces and websites you will be rewarded by very little response to your marketing.  

Make peace with the IRS. For years I paid my last year's taxes the year after. It took me a long time to catch up. If you communicate with them they're as nice as can be.

Avoid paperwork as much as possible. And to do that, create a bullet-proof filing system where you can find anything in 10 seconds (computer as well). 

Write a book. It's an amazingly powerful marketing tool. It will take a lot of time, energy and angst. Do it anyway.     

Get a cat, not a dog. They put much less demands on your time and are always there in the evenings to cuddle up with you. 

Become a jazz fan. It's so much better background music while you're working and doesn't distract you with all those inane lyrics. (Jazz playing as I write.)


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- Arthur Blythe - Down San Diego Way

Your biggest business expense should be books. Read a lot. A whole lot. When a friend recommends a book, buy it on Amazon before you hang up the phone.

Don't take yourself too seriously. No matter how brilliant you are, you're really pretty much the same as everyone else. 

Take your clients very seriously. More than anything else they want to be heard and acknowledged.

Work all night once in awhile. I wrote my first little book in one sitting overnight. That energized me for quite some time.

Find out who you are. You'll ultimately discover that you are beyond any limitations or fears that seem to run your life. 

Speak in front of groups. Speaking is the master skill of selling. If you can think on your feet, you have nothing to fear. 

Get computer savvy. I learned html from a book. It wasn't that hard. I just followed the instructions step-by-step. 

Go for the solution. Something will ultimately work to solve that intractable problem. Just don't give up looking.  

Exercise daily. This one little thing can make more difference to your health and wellbeing than anything else. 

Go for the truth. Don't assume you know until you know. The stuff we make up is an enormous mental and emotional distraction. 

Learn to get unstuck. When you're stuck you can't move one way or the other. Master getting unstuck and everything is open to you without so much struggle.

Write an eZine and blog. Content marketing is now and will continue to be the most powerful marketing approach. Actually, it always has been for Independent Professionals.  

Don't get swallowed by social media. It can consume huge amounts of time with little to show in return. 

Learn how to sell. Selling is the most misunderstood thing in business. It's mostly just listening closely and discovering your prospects' most passionate desires. 

The source of your inspiration is your clients. After every meeting with a client I come away with a handful of good ideas I can use in my business. 

If it's not fun, make it fun. Business is a game. If it's drudgery you're probably playing the wrong game. Find another one. 

Hopefully a few of these will help you a little. I hope so. Here's to the next, who knows how many, years. If I just keep following my own advice, I know I'll do fine. 

Cheers, Robert

If you'd like to share this eZine article friends or associates, or make comments, please just click on the links below. 


By Robert Middleton – Action Plan Marketing

I can't tell you how many times I've heard this comment from a client:

Client: "I'd like to set up some passive online marketing where I earned money from a product when I wasn't working. Could we do that?"

We'd all like to attract more clients primarily by "passive online marketing." That is, we'd like to have a website that brought us all the business we could handle and get the rest of our business from word-of-mouth. Ah... the good life!

After all, in "proactive marketing," you need to get yourself out there, be visible, get known, build trust and get appointments with prospects who will buy your services. 

If you had a choice, wouldn't you pick passive online marketing? I certainly would. Having your website make you money day in, day out, even while you're sleeping, is obviously what we all want.  

Well, I have news for you. 

Passive online marketing doesn't really exist. More accurately, it does exist, but it doesn't work. Putting up a website, no matter how good, how professional looking or how brilliantly written, isn't going to result in money pouring into your bank account. 

I'm not saying you can't market and sell products and services online and make good money. I've been doing this very successfully for about 18 years. 

It's called "Proactive Online Marketing"

What I'm saying is that online marketing is not passive. Successful online marketing is very proactive. It takes a lot of time, commitment and hard work. 

Anyone who is selling you the "dream of passive online marketing" is lying to you. It would be much like saying you could learn to master a musical instrument in a week or two.

No, you can't!

I know this is not good news if you hold out the hope of someday "putting your marketing on automatic" and "making money while you sleep." Sorry, it's not gonna happen! 

The good news is that if you are willing to put in the work, with time and patience you can make your proactive online marketing get substantial results for you.

Here are the 7 Essentials of Proactive Online Marketing:

1. You must have a professionally designed web site. And to do that, you need a professional. These days anyone can put together a basic website with Wordpress. But that doesn't mean it looks professional; usually it doesn't. But a good designer can use a Wordpress template and then teach you how to update it. This gives you the most flexibility at a reasonable cost. 

2. Make the primary purpose of your website (for first time visitors) to opt-in by giving you their name and email in exchange for a valuable giveaway such as an article, report or e-book. When you have their contact information you can then contact them with more information and promotional emails for products and services. Building your e-list is the most important activity if you want a successful online business. 

3. Write a really good giveaway. It's not as easy as it seems. What should it look like and what should it contain? Do this: Every time you encounter a site that asks you to opt in, then opt-in and see what they send you. Make a collection of these giveaways and notice the ones that you find the most compelling. Then emulate that kind of giveaway in both design and content. This takes work. And it's worth it. Get some design and writing help if you need it. Most do. 

4. Commit to writing a regular eZine and Blog. Share useful ideas your clients are seeking. Think of all the problems and challenges your clients have. Write about these, including real stories if possible, and lots of how-to tips, just like this article does. The readers who become clients are the ones who want help implementing those tips. So don't worry about "giving away the store." By the way, get a proofreader/editor. I started to use one when I realized I was a "typo generating machine!" 

5. Write an online sales letter for your product or service. When you do a promotion for a product or service, send your readers to your sales page. Short letters with a few bullet points don't work. You need to tell the whole story of the value of this product or service – use 2,000 words or more. A good video can work as well. 

Here's the primary content and format for such a letter (with short samples of text):

a. An attention-getting, benefit-oriented headline. This should get the attention of your ideal clients and draw them into the text. Sample: "How Leaders Like You are Increasing the Productivity and Engagement of Their Employees"

b. A one- to two-paragraph opening, clearly explaining what you're offering and for whom. Sample: "This is a 6-month program for leaders who want to upgrade their leadership skills in order increase team productivity." 

c. A section on the key issues or problems facing your prospective clients. Keep it to three paragraphs. Sample: "If you're a leader you know how challenging it can be to get your employees producing at their highest level."

d. A section on the outcomes they want instead of the issues and problems they have. Again, keep it to three paragraphs. Sample:  "When you've mastered the key leadership skills you'll be able to inspire and motivate your team to consistently perform at a higher level." 

e. An overview of the product or service you are offering that will get the prospect the outcome they want. Sample: "The Ultimate Leader Program was designed for leaders who want more from their employees (without burning out)."  

f. A section on what makes your product or service unique or different. Explain why they are special and effective. Sample: "This program stands out from other leadership programs in these three important ways:"

g. A section with several key benefits of your program in the form of two-sentence "bullet paragraphs," not short bullet points. Sample:  "• You'll take your leadership to new heights. By mastering these leadership skills, the productivity of your team or company will increase measurably."

h. A section with the structure of your product or service. This outlines the format or external details. Sample: "This program will be held as a series of six, half-day workshops."

i. A list of bonuses. By offering additional value, you increase the chances that someone will buy your product or service. Sample: "In addition to this program you'll receive these three free bonuses:" 

j. A section on whether or not this product or service is right for them. Outline all the key advantages. Sample: "This program is for you if you want to learn how to get beyond average productivity."

k. Close and call-to-action. Without a call-to-action that tells them what to do next, they will not act. Sample: "If you feel this program is right for you, simply click on the link below." 

l. Some testimonial quotes that talk about actual results they've gotten with your program. Sample: "Before this program I always seemed to be fighting my employees; now we're truly working together as a team to produce consistently great results."

By the way, you want a good subhead for each of these sections as an intro to the section.  

Writing a good sales letter is an art. Most sales letters fail to sell. To ensure that they do sell, get some help from a writer experienced with sales letters, using this outline. 

6. Do pre-promotion before you email a link to your sales letter. Instead, via email, offer a free teleclass, webinar or video that talks about the concepts and key benefits of the program. This generates initial interest without the pressure to buy. Don't sell yet! But announce the launch date in a week or two. 

7. Launch your product or service with a well-written, but fairly short email that points to your online sales letter. The sales letter then does the "heavy lifting" and persuades your prospects to take action. This works really well with a relatively inexpensive product or service. With a high-end service, instead, offer a "strategy session" where you talk to prospects about your service and explore if it's right for them. And then sign them up if they're ready. 

This is essentially the proactive online marketing plan I've used for all my online products and services for the past 18 years – for the InofGuru Marketing Manual, Marketing Action Groups, The More Clients Club and the Marketing Mastery Program. And the results have been excellent. 

This approach works, but it is definitely not passive! It takes a certain amount of time, effort, and trial and error to develop and implement all 7 steps successfully. 

Most people implement these steps randomly, incompletely or simply poorly. That won't get you the results you want in online marketing. 

Once I explain all of this to my clients, they often respond with: "Well, maybe I ought to start by getting my website up to snuff and then do some networking and speaking before I attack online marketing." 

Good idea! Build a solid foundation for your marketing first and you're much more likely to succeed with online marketing. 

Cheers, Robert M.

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By Robert Middleton  – Action Plan Marketing 

When I wrote my email newsletter last week, I gave it the headline: "What Marketing Identity is Holding You Back?" 

I thought it was one of my stronger articles, but it didn't get a good open rate - about 1,000 less than usual. 

So asked  myself: What if the problem was the subject line? And I decided it was time to refresh my skills in writing them. I did an online search to discover what makes a good subject line and what made a poor one. And I investigated how I could write better subject lines that got more opens.

I found a lot of articles through a Google search, and the best one I found was titled: "The Best 17 Email Subject lines for Increasing Open Rates" by Amanda MacArthur.

It was based on extensive research by a group of top marketing professionals from several companies. And it also included a one-hour webinar recording where the experts talked about their favorite subject lines – the ones that consistently performed the best.

In today's article, I'm going to summarize some of these approaches to subject lines. But first I'll talk about why subject lines are so important if you want to get more people to open and read the emails you send. 

Why subject lines are so important

A subject line is essentially the same as a headline used for an advertisement, an article or promotional text for a product or service. It's what gets someone to read your email.

But how important is the subject line or headline? According to Don Nicholas, the managing director of Mequoda Group, extensive testing of subject lines has proven that the subject line itself is responsible for up to 75% of the results from an email. 

Why is this? It's because if you have a poor subject line, fewer people will open and read your email, and if you have a good subject line, many more people will open and read your email. It's as simple as that. 

Also remember, subject lines are used in emails but also appear at the top of blog posts. A good subject line in a blog will get the post found more often via Google. You want to phrase your subject lines in a way that your ideal clients might search for. Of course, your subject lines will include important keywords used by your ideal clients.

By the way, nobody can tell you exactly what a good or acceptable open rate is. It depends on so many things such as the age of your list, how often you send out emails etc. Your aim is to improve the open rates you currently have, no matter what that is.  

Since email is so important in marketing today, subject lines can make the difference between success and failure in your marketing. 

What elements in a subject line result in more opens?

The answer to this goes back to the fundamentals of marketing. Ultimately people are interested in one thing over everything else: "What's in it for me?" 

To accomplish this, your subject lines should convey benefits, arouse curiosity, point to ideas that are useful, suggest solutions to problems and offer easy but powerful ways to get something done or make happen.

Out of the 17 subject line approaches outlined in the above-mentioned article, the following five were cited most often as being consistently effective.  

1. The How To Email Subject Line

This old standby is tried and true. As long as what you are writing about is of interest to those on your list, it will get a better open rate (relative to poor subject lines). Subject lines like this point to a particular strategy or approach that you've successfully used yourself or with clients. People are always looking for new ways to do something. 

– How to turn managers into leaders who transform companies

– How to help your clients get results in half the time

– How to get more of your priority projects done in less time

Remember to spare your readers the hype. Make sure you deliver on what you've promised in the body of the email or this approach can backfire. 

2. The List Email Subject Line

Use this when you have a list of things to share with your readers. People like lists because they are compact, organized and easy to absorb. We like to put things into organized systems that are easy to remember and apply, and List subject lines make that promise.  

– The 7 ways management consultants can increase their fees

– 10 proven strategies manufactures use to decrease costs

– The 3 key ideas that will make your brand more magnetic

The list approach works much the same as the how-to approach - It raises immediate curiosity and interest. You want to know what those 7, 3 or 10 tips or ideas are so you can apply them to yourself and your business. 

3. The Fascination Email Subject Line

This is when you have something that is unusual or unique you want to introduce to your readers. You see this kind of subject line on the web with those little ads at the bottom of the page: "Try this weird little tip to eliminate belly fat in a month." But you can use the fascination approach and still look yourself in the mirror in the morning!

– Discover the most effective ways to turn prospects into clients

– The leadership discovery that is transforming organizations

– How this discovery dramatically increased my client's profitability

The words "discover or discovery" are very effective at triggering curiosity. The word "secrets" however has been overused and no longer gets quite the response it used to. 

4. The Targeted Email Subject Line

This is a subject line that mentions your ideal clients. A subject line line like this effectively says to your idea clients, "This is for you." The format is often: "______" [Topic] for "______" [Target Audience]. You don't want to overdo this. For instance, If I always used the phrase "Independent Professionals" in my subject you'd probably get irritated. But if used judiciously, it's very effective. Also, notice that this kind of subject line can be included in a How To subject line and a List subject line.

– Social Media best practices for business coaches

– Blogging strategies for software companies

– Leadership essentials for the printing industry

Remember, any time you point to your ideal clients in a subject line, there's no guessing whether it's for them or not. You can also target specific issues or challenges: 

– Timesavers for really busy people.  

– Authentic marketing for people who hate to sell. 

– Low-stress communication approaches for introverted people 

5. The Reason Why Email Subject Line

In Reason Why subject lines you intrigue the reader with the promise of learning why a certain approach, technique or strategy is valid. You can often pair this with a List subject line. Use this when you want to explain something many people don't understand and need to understand. 

– 5 reasons why manipulative selling actually reduces sales

– 7 reasons why an email newsletter is a marketing necessity

– 10 reasons why most leadership training doesn't work

All of these stimulate interest and response. The issue is brought up in the email subject line and piques our curiosity. "What exactly are those reasons?" we think, and find ourselves opening the email. 

Bonus: The Urgency Email Subject line

This one is tricky. It can work really well or backfire on you. If you are always making things urgent, especially in a promotional email, it starts to ring false. But if you have a real deadline, an Urgency headline is appropriate.

– Final Notice for Article Writing Course

– The Early-Bird Fee for this program ends tomorrow

– Last Chance to get your three program bonuses

I used the first one above last week. Sent on Monday, the course started the day after, so it really was the final notice. And it did result in many people signing up at the last minute. You don't have to be over-the-top or manipulative. In fact, explaining the purpose of your urgency in a matter-of-fact style gets less resistance and more readership.  

A few things not to do in writing subject lines. 

Above all else, don't lie or exaggerate. If you have something legitimate to discuss or have a product or service that you stand behind 100%, then a subject line that stimulates curiosity and readership is a good thing. You don't need to use hype.

Don't make your subject lines boring. "You can't bore someone into doing business with you." - David Ogilvy

Write write your subject lines too quickly without taking these ideas into account. By spending just a few more minutes creating a subject line that stimulates curiosity, and addresses the self-interest of your ideal clients, you'll almost always increase your open rates. 

Don't be clever or cryptic. I've seen lot of clever or cryptic subject lines that were all about the subject line itself, not what the subject line was pointing to. Also, the words easy, fun, hot, cool, amazing, jaw-dropping, shocking etc. don't really say much and only add to the perception that your email is hype.   

Don't fail to track the results of your subject lines. Create a little chart with your subject lines and your open rates (which you can find in your email management program such as AWeber or Mail Chimp) and see if you can discover the subject line approaches that work the best. What gets measured improves.

Turn subject line writing into a project

Make it a goal to increase the effectiveness of your subject lines for email newsletters, promotional emails and blogs. You'll get more attention, spark curiosity, get more readers to absorb your content, and ultimately attract more of your ideal clients.  

Cheers, Robert M.

P.S. Using these principles, I changed the subject line of last week's article from, "What Marketing Identity is Holding You Back?" to: "How Professionals Can Get Beyond Impostor Syndrome." Tell me what you think of the difference.

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By Robert Middleton – Action Plan Marketing

"What's holding you back from marketing your consulting services?" I asked my client. 

After a long, in-depth conversation, we discovered it. 

"I believe I'm an impostor," she told me. "I really don't think of myself as an expert, despite all my credentials and experience. And as a result, I don't want to tell anyone about my services because ultimately they'll discover I'm an impostor." 

Once we talked a little more and I'd done some digging, it became very clear that she wasn't an impostor at all. She just felt like one. 

Fluent in three languages and a leadership consultant in a major European city, her colleagues regarded her as an amazing networker who made great connections. But she kept holding herself back, waiting to "be invited" instead of putting herself out there. 

Very few of her business connections even understood what services she offered. 

In the two weeks between our marketing coaching sessions she started doing things that were completely out of character. She initiated conversations. She listened and explained what she could do for her clients. One of these conversations resulted in an invitation to lecture in another city. 

The identity of impostor, like a great weight, had lifted off her shoulders and she wasn't just feeling better about marketing herself, she was exuberant. She started to see unlimited possibilities in her business. 

I've witnessed similar situations many times when clients realize an identity they've been holding on to (often for years) is simply a fearful thought or belief with no real substance. 

My questions helped to reveal the identity as an "imaginary construct," not a provable fact. This type of identification with an identity is a little like adamantly insisting we're poor when actually, we have a million dollars in the bank. 

This is not rare, in fact almost everyone has an issue with false identities. That is, we think we are one thing when in fact we are, more often than not, exactly the opposite. 

• We think we are unattractive when we are really quite attractive.

• We think we are ignorant when we are very knowledgeable.

• We think we are poor communicators when we communicate brilliantly. 

• We think we don't have value when our clients receive tremendous value from us.

• We think we don't have time when we have huge unbooked spaces in our calendars. 

I encounter these perceptions all the time with my clients. They tell me how they feel limited, incapable, inadequate or not good enough. But I never buy it. 

When we look closely, we never find that self. We find thoughts, feelings and actions. We might find beliefs, avoidance and fears, but we never find that identity. It's just not there. 

Instead, what I find is capability, caring, passion, and intelligence. I find people who make a difference with their clients, love what they do and are committed to excellence. I rarely find impostors. 

But the attachment to a limited identity like this can be quite tenacious. And the cost of holding onto this identity is high: lack of success, playing small, avoiding putting yourself out there. 

The payoff can be even stronger than the cost. The imaginary identity is a conditioned pattern that feels safe and comfortable. An identity is much like clothing we've worn for years and years. It's faded, threadbare and unattractive, while at the same time also familiar and safe. 

I suggested to my client that believing she was an impostor had outworn its usefulness. Perhaps once it served her and kept her safe. But now it was only a liability, holding her back and keeping her from actualizing her potential. 

When she really got that, the impostor identity simply dropped away. And it its place she found her authentic identity, her natural enthusiasm and commitment to making a difference. Her smile and excitement during our second session were contagious.

What old, limited identity are you sill clutching onto for dear life? Look more closely and you may discover that it's not much more than smoke and mirrors, an illusion to keep you entrenched in your comfort zone.

Tell the truth about that identity. Bring it out into the light and you may discover that it has no substance or reality. And at the same time you may realize your true identity: ever-present awareness, always shining radiantly in the background.

Cheers, Robert M.

Have you ever found yourself thinking you were an imposter? If you'd like to share this eZine article with anyone, or make comments, just click on the links below


By Robert Middleton – Action Plan Marketing

Ross Blake, a client of mine in New York State, is having pretty amazing results every time he gives a talk. 

At the end, he asks the participants if they'd like a copy of his article as he holds it up. Hands shoot into the air and then he collects business cards on average, from 92% of the HR professionals in attendance. 

He leaves every event with a pocket full of cards, sends them his article and then follows up the next week to explore working with them. He's now starting to build a roster of happy clients. 

I've pointed out endless times that simply having a good article or report to give prospects is the number one way to generate leads for your business. 

Why does it work so well? 

Once you have a prospective client's attention – on your website, after a talk, or even when meeting someone in person – if they show some interest in your services, the very next thing they want is more information. 

And if you don't have that information available, you immediately handicap yourself. For instance...

– If a prospect goes to your website and you don't have an article to download, the chances are high they'll go away and never visit your website again. 

– If you don't offer an article at the end of a talk, you'll get very few cards to follow up with. 

– And if you don't have an article to offer to someone you meet in person, then you make it harder to re-connect later.

If you have an article and are using it like this, great!

But if not, let me ask, "Why you don't have one?" 

I've talked to a whole lot of people about their articles and here are some of the most common reasons I hear: 

1. I don't know what to write.

2. I'm just not a good writer.

3. If I write the wrong article then it will backfire on me.

4. I'll write it, but I have to get it perfect.

5. Nobody will read it anyway, so why bother? 

Ultimately, these reasons (and many others) are just expressions of fear. We are afraid of doing something wrong or failing at it, so we avoid it. 

And the costs of this avoidance are high. Ultimately, if you don't have an article, you'll generate fewer prospects and less new business. 

There is nothing else than can magically change that fact. 

You MUST have an article! (in my humble opinion)

So how do you get this article written? Here are a few ways to help you and to eliminate your excuses:

1. Make it a "Core Issue Article," that is, an article that gives an overview of the primary things your clients are struggling and need help with. This is quite different than a "Single Issue Article" on a narrower topic.

2. A good format for this is a "7 Mistakes Article" that shows you understand the issues your clients are experiencing and proves you can help them with those issues. Include some actual client stories or examples. 

3. Search on Google for articles like this that you can emulate. Find a few that cover similar issues as you do. Use them to inspire you to put your own spin on the issue.

4. Hire an editor. Once you have the basic idea for an article and a first rough draft, get an editor to tune it up for you. This way, you'll ensure a professional product. 

5. Take a course. If you still don't feel ready to get started, get some step-by-step instruction on writing an article. Get the information you need and support in actually getting it written. 

Starting next week I'm doing a 3-session course on how to write a Core Issue Article. It starts on July 14 - next Tuesday. So if you can't seem to get around to writing that article, this might be a good course to attend. The fee is $49. The link with details is:

Ultimately we get unstuck and into action when we realize the cost of delay is so much higher than the possibility of failure if we do take action. 

I've never met anyone who regretted getting that article written (and learning how to write other articles). I invite you to take action now to move your business and marketing forward. 

Cheers, Robert M.

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Robert Middleton, the owner of Action Plan Marketing, has for 30 years, been helping Self-Employed Professionals attract more of their ideal clients.  He offers the online membership site, The More Clients Club, and individual coaching and consulting through his Marketing Action Coaching. If this is your first visit to the More Clients blog, make sure to get a copy of the Marketing Plan Workbook and join the Marketing Club Forum for free.