Do It! Marketing Blog: Marketing for Smart People™

Marketing Coach: Top 10 Nifty Excuses for Marketing Failure

doit marketing excuses marketing sucks1As a marketing speaker and marketing coach, it makes me mad - like really REALLY mad - when business owners, entrepreneurs and executives responsible for sales and marketing results start to whine about how hard it is to generate leads, cashflow, customers, clients and revenue.

Guess who is NEVER to blame for failing in these scenarios?

Yup - you guessed it: THEM.

I recently read an article in the New York Times about a management consultant whose business - and I quote - "was drying up." In another part of the same article, the writer said that this consultant was "running out of work as a management trainer."

Really? There's no more work to be done? Corporate America is all fixed now? Hmmm... someone should send a press release. That's pretty big news.

"Work drying up" and "running out of work" are both terrific euphemisms for... YOU suck at marketing.

And/or you are unwilling to make changes, get help, partner, delegate, outsource, or innovate.

And ALL of these shortcomings are 100% your own damn fault.

So without further ado, here are the Top 10 Nifty Excuses for Marketing Failure. If you promise to ERASE these from your vocabulary starting immediately, you will be on a much better track to MAKE your numbers, IMPROVE your cashflow, and firmly PLACE responsibility for your failure OR success exactly where it belongs - 100% on YOU. 

1. Business is drying up.

2. We're running out of work.

3. The industry has changed.

4. All my old clients have retired or moved on.

5. Our prospects and customers no longer have a budget for what we do.

6. Competition is tougher than ever these days.

7. The economy has had a major impact on our revenues.

8. We're selling sugar - it's a total commodity and our customers know it. 

9. All prospects care about is price.

10. It's impossible to get through to anyone anymore - everyone hides behind voicemail and email and we can't even get a first conversation.

Do you know what all 10 of these are?

1. Excuses

2. That rare Japanese mushroom that Guy Kawasaki calls "Bull-Shitake"

Here's what they really mean - if you're interested in decoding them:

1. Business is drying up = Because you suck at marketing and can no longer rely on business that just falls in your lap.

2. We're running out of work = Because you haven't landed a piece of new business in over three years and because of that, your pipeline is as empty as a bead bucket on Mardi Gras.

3. The industry has changed = Because you haven't and it's so unfair that your outdated products, services, and programs are no longer relevant or valuable to today's buyers.

4. All my old clients have retired or moved on = See #2 above.

5. Our prospects and customers no longer have a budget for what we do = See #3 above.

6. Competition is tougher than ever these days = Because your competition has shifted, improved, streamlined, repositioned, repackaged, and innovated their way into your customers' hearts (and wallets) -- while you've been sitting on the sidelines watching the show with popcorn and a megaphone to amplify your whining.

7. The economy has had a major impact on our revenues = Because your successful competitors are saying the same thing -- only in a POSITIVE way -- as they've reinvented their value proposition to be MORE relevant, MORE valuable, and MORE necessary under the current economic climate than ever before. Hmmm... there's a good idea!

8. We're selling sugar - it's a total commodity and our customers know it = Because everything you DO and everything you SAY reinforces that impression. If YOU can't articulate the specific, tangible value of what you do vs. your competition, don't blame your customers. This goes way beyond what you SAY and how you say it - it impacts the very nature of your business, including what you DO and how you do it. 

9. All prospects care about is price = Because you've failed to articulate and distinguish your product or service to the point where they know any better. Experts win on value. Generalists die on price. If you look the same, sound the same, and act the same as the competition, then you have only yourself to blame for the endless stream of tire-kickers, price shoppers and broke-ass losers who are wasting your valuable selling time. 

10. It's impossible to get through to anyone anymore - everyone hides behind voicemail and email and we can't even get a first conversation = Because you're using old school interruption-style marketing and stupid sales tricks like cold calling and email spam. You need to integrate FOUR WORDS (embedded in the following two rules) into every marketing and sales strategy you deploy: 1. OFFER VALUE. 2. INVITE ENGAGEMENT. Do that -- and you'll get through.

Final word of advice - all of the excuses above can be summarized in one of two ways (both very fixable) - Your business is in trouble because of:

a. Failure to market and sell in new ways that are high-value, immediately relevant and sharply prospect-focused.

b. Failure to adapt, evolve and innovate your own mix of products, services, programs, and solutions.

Zen saying: A bend in the road is never a dead end. Unless you fail to turn.

What do you think? Have I pissed you off? Made you think? Made you money? Please use the COMMENTS area below to share your thoughts...

marketing coach 10 reasons your marketing sucks

Tags: marketing speaker, marketing strategy, marketing success, consulting firm marketing, thought leadership marketing, marketing professional services, professional services marketing, trusted advisor marketing, marketing professional services firms, marketing coaching, competitive analysis, professional speaker marketing, marketing coach, marketing strategist, motivational speaker marketing, speaker marketing, marketing consultant, sales and marketing, marketing tips, inbound marketing

Marketing Coach: Your Web Traffic - Fitness Program or Autopsy?

marketing coach, small business marketing coachBad news: You are 9 days into the month and your website traffic is down 43%. 

Worse news: You don't even know about it. 

Why not? 

Because if you're like most small business owners, (non-web) entrepreneurs and independent professionals, you look at your web stats once a month - and almost always when it's too late. 

So the question for you and your organization is - are you looking at your web marketing game plan as a forward-looking fitness program -- or as a backward-looking autopsy?

The autopsy approach sounds like this: "What went wrong? Where did our site visits go? How come opt-ins dropped? Our bounce rate climbed again..." Sigh, worry, fret, fret, fret...

The fitness approach sounds like this: "It's been 10 days since our last blog post, we have to post more regularly - let's put something up this Tuesday and again on Thursday. Where's our SEO score card? I think we dropped back a few places on two of our keywords and it looks like we're back at #1 again for 'Poughkeepsie laundromat' - woo hoo! We need to load some fresh tweets to drive more traffic to our free report because it looks like opt-ins are dropping..."

DANGER: The fit get fitter. And the autopsy people are dead on the table. 

Where do your website stats stand today?

Please leave your insights, advice and recommendations in the COMMENTS section below...

Keywords: Marketing coach, small business marketing coach

Tags: marketing for speakers, marketing speaker, marketing for coaches, consulting firm marketing, marketing professional services, email marketing, marketing for trainers, marketing professional services firms, marketing ideas, marketing consultant, small business marketing, marketing mix, marketing for authors, marketing for consultants, doit marketing, doitmarketing, content marketing, small business marketing coach, marketing tips, frustration

Professional Services Marketing: How to Profit from 3PR

professional services marketing 3 prsmIndependent research with over 700 professional services firms proves that the #1 source of business is “Making warm calls to existing clients” – no surprise there.

But the #1 source for generating NEW clients is “Speaking at conferences, seminars and trade shows.” (Wellesley Hills Group, Trends in Professional Services Lead Generation Report)

So if you want to win NEW business from NEW clients, speaking is your most direct path to that goal.

Yet if yours is like the majority of firms, you haven’t yet cracked the code on how to put all the pieces together to make speaking pay off for YOUR partners, YOUR executives and YOUR team to consistently attract YOUR best prospects and clients.

By the time you're done reading this post, you will understand how to unleash the power of 3PR in your firm's business development efforts, including the #1 strategy - speaking.

Question: As a professional services firm principal, managing director, CEO, partner, or practice leader... Is this you?

  • "We often get beat up on price because we have no credibility with prospects who've never heard of us before"
  • "I'm constantly asked for new marketing tools, brochures and presentations but nothing seems to help"
  • "How do I know which marketing strategies and tools will help us close more sales?"
  • "There has to be a more systematic way we can market our services"
  • "There are so many new ways to reach buyers these days; should we be using social media, blogs, podcasts, video? And do any of those even work in our industry?"

If any of the above statements sound familiar then it makes sense for you to explore the power of 3PR -- Personalized Professional Public Relations. 

3PR is a combination of strategies, tactics and tools designed to help you and your professional services firm accomplish one or more of these seven key business objectives:

  1. New Lead Generation
  2. Building Credibility and Brand Preference
  3. Connecting with Media & Industry Analysts
  4. Opportunities to Engage Your Top Talent
  5. Management Development
  6. Thought-Leading Content Creation
  7. Contribution to Your Professional Community

Let's unpack specifically what we mean by 3PR - Personalized Professional Public Relations: 

  • Personalized: Your firm is made up of individuals. Each member of your team has specific strengths, capabilities, preferences and personalities that can be leveraged in marketing, positioning, and amplifying the messages your firm wants to impress on your prospects, your clients and your influencers in your target markets.
  • Professional: 3PR has one goal - professional exposure for your firm's expertise, products, services, and value proposition. Many professional services firm partners and practice leaders shy away from the spotlight of 3PR saying, "It's not about me." While this is true, it certainly IS about YOU providing value, expertise and guidance to help your target market succeed. 
  • Public: Your team may be top-notch with proven expertise that generates amazing results for your clients. However, if you don't make your expertise public, you will suffer what many small and midsized firm principals describe in frustration as "Best Kept Secret Syndrome." 3PR puts your expertise in front of prospects -- exactly where it belongs if you want to generate new business more easily and more often.
  • Relations: Stop thinking in terms of "closing the sale" and focus rather on building relationships with your audiences, readers, followers and fans. The content that you share in a typical 3PR campaign is useful, valuable, actionable, specific and insightful. Do this consistently and you'll build trust, likeability and a reputation for excellence. So when a need arises, you and your firm will be on speed dial and your prospects will consider it a serious mistake to hire anyone else. 
The three pillars of a typical 3PR campaign: 
  1. Speaking: Targeting profit-rich speaking engagements in front of audiences composed of high-probability prospects. Then developing a "marketing magnet" presentation that will engage, attract and convert prospects to take the next step in your new client acquisition process. 
  2. Writing: Articles, white papers, special reports, blogs, tip sheets - anything that your prospects will find valuable and relevant. You and your firm need to become known for creating and sharing a consistent stream of high-quality information that solves your prospect's problems. Yes, even before they hire you! (Note: Traditional PR - placing articles in hardcopy and digital venues that your prospects read and respect - although possibly important for your firm - is generally icing on the cake since the web has made ALL of us into publishers.)  
  3. Social media: Social media platforms like Twitter and LinkedIn now generate up to 40% of website traffic for successful professional services firms. If you and your firm are not taking advantage of these social media platforms to offer value and invite engagement with your target market, you are missing a significant opportunity to generate new leads and stimulate meaningful prospect conversations.   

The overall impact of a 3PR campaign can be boiled down to one word: Expertizing.

Expertizing is the cumulative effect of your speaking, writing and social media efforts. Taken to the extreme, it might even result in your writing a non-fiction business book to position you and your firm as thought-leaders.

It includes the ability of SEVERAL of your firm's principals and executives to clearly and confidently deliver a kickass presentation at trade shows, conferences and industry events.

And it includes positioning your firm's key leaders as experts via your website, videos, media kits, social media presence, articles in trade publications, regular blogging and perhaps even establishing an internal speaker's bureau function to more efficiently pursue, track and land speaking engagements for your key executives in front of audiences that matter. 

So the question is... How successful are you at these 3PR strategies to drive your firm's credibility, visibility and revenue? 

And do you do it "once in a while" with mixed results or "in between projects" when you have some staff utilization cycles to fill?

If your firm is already consistently doing a great job - welcome to the 1% club. If not, we should talk. Call me at (610) 716-5984 or drop me an email ( and let's have a conversation about how you can LEVERAGE the power of 3PR to generate MORE Leads, BETTER Prospects and BIGGER Revenues for your professional services firm. 

p.s. If you prefer to check out how you're doing right now - take our FREE "Thought Leadership Platform" Assessment by clicking on the button below: 

marketing for professional services firms assessment

Tags: consulting firm marketing, marketing professional services, professional services marketing, marketing professional services firms, public relations, motivational speaker marketing, marketing for consultants, doit marketing, social media marketing, inbound marketing

Marketing Coach: 13 Marketing Questions for a Brilliant Q2

marketing coach action planThis email just came across my desk from marketing speaker and marketing coach Machen MacDonald...


The first 90 days of 2012 are in the bag. How did you do?  

Are you on track for hitting your annual goals?

Consider using the powerful questions below to help you and your team reflect, re-calibrate and project increasing results.

Reflecting on Q1:

1.  What was your biggest triumph in Q1?
2.  What was the smartest decision you made in Q1?
3.  What one word best sums up and describes your Q1 experience?
4.  What was the greatest lesson you learned in Q1?
5.  What was the most loving service you performed in Q1?
6.  What is your biggest piece of unfinished business in Q1?
7.  What are you most happy about completing in Q1?
8.  Who were the 3 people that had the greatest impact on your life in Q1?
9.  What was the biggest risk you took in Q1?
10. What was the biggest surprise in Q1?
11. What important relationship improved the most in Q1?
12. What compliment would you liked to have received in Q1?
13. What compliment would you liked to have given in Q1?
14. What else do you need to do or say to be complete with Q1?

Re-calibrating and Creating a Compelling Q2:

1. What would you like to be your biggest triumph in Q2?
2. What advice would you like to give yourself in Q2?
3. What is the major effort you are planning to improve your financial results in Q2?
4. What would you be most happy about completing in Q2?
5. What major indulgence are you willing to experience in Q2?
6. What would you most like to change about yourself in Q2?
7. What are you looking forward to learning in Q2?
8. What do you think your biggest risk will be in Q2?
9. What about your work, are you most committed to changing and improving in Q2?
10. What is one as yet undeveloped talent you are willing to explore in Q2?
11. What brings you the most joy & how are you going to do or have more of that in Q2?
12. Who or what, other than yourself, are you most committed to loving & serving in Q2?
13. What one word would you like to have as your theme in Q2?

By investing just 15-20 minutes right now and really thinking through these questions you can dramatically impact the next 90 days in your life and in your business. 

Isn't it worth the small fraction of your time? 

To your continued success,

Coach Machen (530) 273-8000

ProBrilliance! Leadership Institute

Tags: consulting firm marketing, professional services marketing, trusted advisor marketing, entrepreneurship, small business marketing expert, small business coach, professional speaker, professional speaker marketing, motivational speaker marketing, small business marketing, small business marketing speaker

Marketing Coach: How to identify with your prospects on your blog

marketing concept business bloggingGuest post by Diana Urban

Some of the benefits of having a business blog is that you can generate leads from qualified prospects who visit, establish yourself as an industry thought-leader, and build business relationships in the blogosphere. This is most effectively done if you identify the persona(s) you're targeting and establish your voice when launching your blog.

The first things to consider are:

  • Who are you writing for?
  • What are you writing about?
Know your audience
Think about the type of person, on average, who you want to attract to your blog. Is it a 40-year-old head of manufacturing? Does he have a family? What are the pressures he faces? What is he interested in? What kinds of things does he do and read? Or perhaps your target audience is a 24 year-old professional who lives in a major city. What does he look like? What motivates him? What interests him? You should develop marketing personas for the types of prospects you want to attract to your blog so you have a mental picture of who you are writing for, and you can easily communicate this to others.

Brainstorm articles
Considering your marketing personas, brainstorm some articles you might write to appeal to your readers. Come up with 5 or 10 topics you could write about.

Keep tabs on related blogs
Find related blogs on the web; these can serve as an inspiration and to connect with fellow industry experts. Engaging with related blogs to understand:
  • What are the current hot topics in your industry
  • Common topics that personas in your industry enjoy reading
  • Gaps in topics that you can cover in your blog
As you find blogs that are interesting, subscribe to them via RSS or email. 

Comment on related blogs
As you skim the articles, try to think of interesting and insightful comments you might be able to leave. Note that "nice article" and "I agree" are NOT interesting or insightful. If you can think of a good comment, leave it. If you can't, just move on. The goals of commenting on articles are:
  • Develop a reputation in the blogosphere as a thought leader
  • Generate some site traffic through any link to your website that you can leave in the comment
  • Get the blogger's attention, which is useful later when you are initially promoting your blog and building links
  • Get comfortable projecting your voice and joining the conversation happening on the web
  • Over the course of a week or two, as you continue to read blog articles and leave comments, you should start to get a pretty good sense of what other bloggers are saying, the kind of content people in your industry like to read, current hot topics, etc.
Based on all the work you've done, you should now be able to articulate the "who" and "what" of your blog. Congratulations!!

Need help blogging? Contact us and we can help you get going and keep going with a prospect-magnet business blog.

Tags: consulting firm marketing, marketing professional services, professional services marketing, done for you marketing, professional speaker marketing, small business marketing, marketing mix, social media marketing, content marketing, business blogging, inbound marketing, internet marketing

Marketing Coach: Your Blogging Quick-Start Guide

blogging for business bwWant to Grow Your Business With Blogging? Here’s Your Quick-Start Guide

Guest post by Claudia Somerfield

One of the easiest and most powerful tools for growing your business is the business blog. Most marketing advisers suggest including a business blog as a sales tool. If you are a business owner, entrepreneur, or thought-leading professional and want to expand your influence with blogging, here is a quick-start guide that will have you up and running in no time at all.

Start with a clear plan

A common mistake that many businesses make when they start a blog is not having a long term plan in place. This applies to various aspects of the blog.

Consider these questions:

  • What is the core purpose of your blog?
  • How do you want it to look?
  • What should be the writing style and tone of your blog posts?
  • How openly do you want to position your blog as a sales tool?
  • What kind of interface do you want to offer your blog readers to contact you?
  • How do you want people to find your blog on a web search?

Having a clear cut strategy makes your blog much more focused, consistent and professional.

The web is often referred to as a fickle medium. If your blog readers do not find your blog of value, they will not return, they will not click through to your products or services, and they will not promote it by sharing it on their social networks.

At the end of the day, your reader looks for value, and your long term plan can help determine the specific nature and scope of the value you will offer.

Select your tool

The interface that you will use to upload and publish content on your blog is known as your blogging platform. There are several popular blogging platforms that you can choose from such as Blogger, Wordpress, and TypePad. While your web developer may provide you with a "home-made" interface on your website to create and add content to your blog, it is much easier and more efficient to integrate one of the more popular platforms. Take a look at what these platforms offer, and choose the one that appeals to you the most.

Create classy content

If you want your business blog to attract readers, and if you want the blog to become an integral part of your business strategy, you will have generate high quality content. You may want to employ the services of a professional blogger or content writer for this or you can do it yourself.

In the context of a business, there is no one who knows the nuances of the business better than you. However, you will want to keep in mind that it takes consistent posting of good content on a regular basis on your blog for it to grow in value.

Many business blogs make the mistake of compromising quality of content for quantity, over-using techniques like link building and search engine optimization to get more traffic to their blogs, but across time, they fail to engage the readers or to get them to respond to their call to action.


The key to popularizing your blog is to promote it. This can be as simple as sending out email announcements every time you update your blog, sharing it on your social networks, and notifying what are known as pinging services that will update web directories with your new content.

Social bookmarking sites are another commonly used promotion tool. The most popular social bookmarking platforms that are worth your time are Delicious, Digg, and StumbleUpon.


Start building relationships with other business bloggers. Promote their work on your networks. This may seem counterproductive especially if they are your competitors, but it will establish you as a fair and open networker. This will also help you study other business blogs and learn the tricks of the trade. Study how they use interesting content to get their readers attention and how they convert it either into return visits or a click through to products and services.

Visit other blogs and leave your opinions in the comments section. As people take note of your opinion, you will find them wanting to network with you and your blog. As with everything in life, blogging for business has a certain amount of give and take involved. The more you give, the greater your chances of taking something back.

Business blogging is proven strategy that will help your business grow. However, for a blog to be noticed and acquire a reputation among readers and clients, it takes time and dedicated effort.

Study the basics of search engine optimization and keyword research so that you are able to bolster your content with the technical strength it needs to reach the top of search results. Make your content interesting and useful.

Remember that your blog posts are not direct sales messages, but rather high-value assets with which to build a community of interested readers who are your potential customers.

As you grow your dedicated readership, you will find that your blog has become a significant source of web traffic, leads, referrals, and new business.


About the author: Claudia is a blogger by profession. She loves writing on luxury and technology. She recently read an article on a t-rex car that attracted her attention. Her next writing project involves a flying car.

Tags: marketing for speakers, marketing speaker, marketing success, marketing for coaches, consulting firm marketing, marketing concept, marketing agency, new media, marketing professional services, blog, done for you marketing, professional speaker marketing, marketing ideas, marketing coach, marketing strategist, motivational speaker marketing, marketing consultant, small business marketing, small business marketing speaker, marketing tip, content marketing, inbound marketing, becoming an expert, internet marketing

Marketing Concept: Lose Your Earnings Cap

product development for speakers, consultants, and expertsGuest post by Erin Blaskie

Does your business only have one income stream? Meaning, one way that you receive revenue from your paying clients?  

If so, please read this post as this marketing concept might very well change your business and your life!  

If you’re a one-revenue pony, you probably trade your time for money. This means that you probably sit at your desk (or on a couch or stand on a stage) and you do something in exchange for income. Maybe you provide a service or maybe you provide your insight and advice or perhaps you provide a speaking event. Whatever it is, you have one way to produce revenue.  

Now, let’s imagine that you have a cap of eight working hours in each day. I know you may have more or less but let’s just say eight for the purpose of this example.  

With eight working hours, let’s imagine that five of those hours produce you revenue whereas the other three are spent answering e-mails, creating proposals, entering expenses, etc. – all of the business stuff that no one pays you for.  

If you have five billable hours in each day, let’s figure out your earning cap. We all have one – this earning cap is the maximum we can possibly earn if we only do what we are doing right now for the rest of our working life.  

Five hours multiplied by your hourly rate is equal to your earning cap.  

Here’s an example:  

  • 5 x $50/hour = $250 per day
  • $250/day x 5 days/week = $1,250/week
  • $1,250/week x 52 weeks/year = $65,000/year  

See?  You have an earning cap.  Most people who come to me say, “I want to earn six figures” but they have no idea whatsoever how much they would have to earn in order to actually MAKE six figures per year.  They just want that elusive figure.  So, let’s see how much someone would have to make per day if they wanted to earn $100,000/year.  

  • $100,000/year / 52 weeks/year = $1,923/week
  • $1,923/week / 5 days/week = $384.60/day
  • $384.60/day / 5 hours/day = $76.92/hour  

You can use the equation above to figure out how much you need to earn per hour in order to hit your various revenue goals. This will help you to understand how much you really can make without trying to over extend yourself.  

Now, imagine that you had your five billable hours each day per the example above AND you had other revenue streams.  

Imagine what it would be like to see sales come in from other sources where you aren’t actively working. Imagine seeing sales come in at night, when you are spending time with your family on the weekends and while you are vacationing.  

Other revenue streams instantly boost your earning cap.  In fact, adding income streams to your business blows the roof off of your earning cap because there is NO earning cap when you have the potential to make income wherever you are, regardless of what you are doing.   

These other revenue streams can come from information product sales, affiliate revenue, group coaching and online training as well as membership sites and more.  


NOTE: If you would like to destroy the revenue cap in YOUR BUSINESS, there's no better program to get you launched than the 8-week Product Development Toolkit program. Early Bird savings have been EXTENDED for this special offer and full details are online for you here: - Join us!


About the Author: Erin Blaskie, also known as the Bizinatrix, is in a hot, passionate love affair with the Internet. Whether she is leading her team of creative, outsourcing professionals or sharing information via the web, Erin brings to the table her enormous passion for tech, geek and the Internet

Tags: marketing strategy, marketing success, consultant marketing, consulting firm marketing, professional services marketing, small business marketing expert, small business coach, professional speaker marketing, motivational speaker marketing, small business marketing, small business marketing speaker, content marketing

Marketing Concept: Excitement is Killing Your Business

speaker marketing coaching programYou did not start your speaking, consulting or professional services firm because you woke up one day and said... 

"Gee, I'm EXCITED to market and sell all day... Nothing I love more than hunting prospects and facing daily rejection, fear, uncertainty and doubt. Oh boy, I can't wait to start another day of THAT..."

But you probably DID start your speaking, consulting, or professional practice because you are EXCITED about entrepreneurship and running your own show... you are EXCITED about sharing your ideas... you are EXCITED about helping people and making an impact on their work, their lives, and their success. 

Well, this EXCITEMENT might be precisely what is killing your business! More on this concept in a moment...

You may have already seen the details of our next Speaker Liftoff program and thus my questions for you:
  1. Did you make a New Year's Resolution to kick it up a notch (or three) in your speaking, consulting, or professional services practice?
  2. Are you tired of being the best kept secret in your industry or professional expertise?
  3. Do you want to raise your personal visibility as an expert in front of your prospects and clients? 

is fleeting - and what's worse, it is unfocused. As entrepreneurs, we often get excited about NEW ideas, NEW business models, NEW opportunities - and too often these turn out to be NEW distractions that reduce our level of focus, clarity, and momentum. Excitement is about SPENDING emotional energy

Yes, it's positive and fun - but it can often lead you to suffer from "shiny object syndrome" where you're excited about your new ideas but end up spinning your wheels in frustration because your new ideas have no traction or framework to be turned into results.

is permanent - It is about getting into focused daily action and moving things - one at a time - from your "TO DO" list to your "DONE" list! The more you execute, the more you will find yourself having greater levels of focus, clarity and momentum. 

Action begets action. The path emerges where one step leads to the next and pretty soon, you have accomplished more, gotten concrete results, and built a new foundation for doing even better in the future. Execution is a muscle - When you use it, it gets stronger and stronger. And the bonus? When you execute and succeed - you earn the other kind of excitement - the kind that PAYS YOU BACK in emotional energy and gratification.
If you are ready to EXECUTE (and become excited about your progress), please check out the details on SpeakerLiftoff.

Hope you'll consider adding some EXECUTION to your EXCITEMENT about your coming year of business success!

Tags: marketing for speakers, consultant marketing, consulting firm marketing, marketing professional services, professional services marketing, consulting, professional speaker marketing, marketing coach, marketing consultant, small business marketing

Marketing Coach: How to Write Your Kickass Bio (12 Tips and Example)

As a marketing speaker and marketing coach, my clients often ask me to critique their Professional Bio.

Blog Bio.png

Whether YOU are a professional speaker, consultant, coach, author, or professional services firm owner - your Bio is one of your most powerful marketing tools that will make or break your future clients' perception of your expertise.

Writing an effective, attractive and client-magnet bio is hard.

Here's what you must NOT do:

  • Be boring
  • List achievements and awards out of context
  • Brag
  • Come across as a corporate stuffed shirt or pompous twit
  • Trot out a bunch of acronyms, jargon and consultant-speak
  • Preach
  • Tell us about your awesome vacations, Harley collection, adorable kids, and scuba diving prowess

Without further ado, let me present a Professional Bio I recently came across from a consultant with the Tom Peters Company in the UK that I found quite impressive and that you might consider modeling into your own. My comments are numbered and explained below:

marketing speaker marketing coach robLike you,(1) leadership expert and business author(2) Robert Thompson has seen the word leadership defined numerous ways over the years. Is it charisma and positive thinking? Pinstripes and red power ties? Decisiveness? Is it all about the situation? Is it meant only for the chosen few who rise to the top? Or, is there a different story?(3)

With over three decades of executive coaching, speaking, and most importantly, real-life, in-the-trenches business experience, his view is radically different.(4) Robert appreciates, and shares with listeners, that leadership is a moment-to-moment choice and not about title, tenure or position. Leadership is for everyone, everyday. It's how we should live our life.(5)

Robert, sometimes referred to as the “Provocateur” for his ability to stir up a group(6) or as the “People Whisperer” for his coaching skill that brings out the best in people, is known for his practical, street-savvy style; Robert's fusion of real-life stories and his conversational techniques connect with his audience at an intimate, intense and individual level.(7)

Robert has served as a senior consultant with the U.S. based Tom Peters Company for several years. He is a Certified Master Facilitator of the The Leadership Challenge Workshop™, and continues to work with the best and brightest in the leadership development field. (8)

The author of the best selling, The Offsite: A Leadership Challenge Fable, Thompson's penetrating conversations have been shared with folks from around the globe. (9)

His successes include: AT&T, Amgen, Hewlett-Packard, Johnson & Johnson, Lockheed Martin, Qwest, Sony, Sun Microsystems, The Cheesecake Factory, The Gap, Visa and numerous U.S. city, state and federal agencies to name a few.(10)

Prior to his leadership efforts, Robert, a journalist by education and passion, created, managed, and sold a successful U.S. regional newspaper publishing company and a national advertising sales company. As the founder of a corporate nonprofit exchange program for aspiring post-communist business professionals, Robert attained a key role in the Clinton-Yeltsin “Business for Russia” initiative.(11) He has served on the board of advisors for a successful Internet start-up company and assisted the group through their initial public offering
. (12)


1. The most powerful word in marketing is YOU. Starting the bio with "Like you..." is flat-out brilliant.

2. Label yourself immediately. Prospects need to know your expertise upfront and you get 2 seconds to position yourself. Put "_______ expert" in the first 10 words of your bio.

3. Using engaging questions in your bio is something you've probably never considered - and it WORKS. People judge you MORE on the questions that you ask rather than the statements you make. Add questions to your bio - it's a kickass idea!

4. Buyers are lazy, busy and befuddled. One way to make yourself come across as "different" is simply to claim it! "His view is radically different" works. I also recommend the phrase "Unlike many consultants/ speakers/ fill-in-the blank..." (Ex: "Unlike many marketing coaches, David Newman shows you exactly what to say and how to say it, what to do and how to do it")

5. Philosophy sound bites that serve as a preview of your thinking. Consider these "bullets without the bullets." They share snippets of what you'll share and implement with your future client in a conversational way.

6. Always promote your benefits, not yourself. I'm not crazy about these unattributed third-party references ("known as the Provacateur") but the saving grace is that they are framed in terms of benefit to the audience/client. This could be stronger if it said "The Financial Times called him 'the CEO's secret weapon'"

7. Love the fusion concept. It says subconsciously to your buyer - "hire this guy and you'll get the best of both worlds." It's also an implied differentiator. What are you a fusion of? And the masterstroke is that the fusion is also framed as a benefit to the audience.

8. He works with the "best and brightest" so YOU, Ms. Prospect, must be pretty sharp if you hire him. This implied compliment gets buyers to WANT to qualify to work with you. Nothing like a little ego boost for your reader as they cruise through your bio. This signals - again subconsciously - "I'm making a good decision."

9. Claim authorship. Calling his talks "conversations" is also a brilliant differentiator.

10. Name names. Client names are powerful. I do NOT like "His successes include" simply because it sounds like he's taking credit for the success of giant global corporations. A better turn of phrase might have been "Companies such as X, Y, and Z have partnered with Robert when they want outcome 1, 2 and 3." This might also be a great place to put in some testimonial snippets from execs inside these specific companies. Their words carry a lot more weight than his.

11. List your accomplishments in the REAL world. Speakers and experts are not hired for what they know so much as they are hired for what they've DONE. Connect who you are to what you do and your credibility skyrockets.

12. Creme de la creme. Board service and being seen as a leader among your peers implies that you are respected within your field and thus, you must be among the best at what you do.

Use these guidelines to turbo-charge YOUR professional bio right now and you'll thank me later -- DO IT!

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Marketing Mix: 13 Questions for Creating Your Best 2012

marketing speaker marketing coach 2012Yesterday, you were promised some thought-provoking questions for creating your best 2012 - and here they are. Once again, these are from the Soul Purpose Institute and they struck me as especially relevant for business owners, entrepreneurs and independent professionals.

Not only will these questions help you clarify your goals, focus, and themes for 2012 - they will also help you narrow down your choices, remove some overwhelm, kill some unnecessary "shoulds" in your marketing mix and generally help you focus on what matters most to your business, professional, personal and financial success.

13 Questions for Creating Your Best 2012

  1. What would you like to be your biggest triumph this year?
  2. What advice would you like to give yourself?
  3. What is the major effort you plan to do to improve your financial results?
  4. What would you be most happy about completing?
  5. What major indulgence are you willing to experience?
  6. What would you most like to change about yourself?
  7. What are you looking forward to learning?
  8. What do you think your biggest risk will be in 2012?
  9. What about your work, are you most committed to changing and improving?
  10. What is one as yet undeveloped talent you are willing to explore?
  11. What brings you the most joy and how are you going to do or have more of it?
  12. Who or what, other than yourself, are you most committed to loving and serving?
  13. What one word would you like to have as your 2012 theme?


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Please use the comments area below to share your 2012 successes, goals, plans and strategies. What's working? Where could you use a bit of help?

Want to kick it up a notch in your business for 2012 and tackle your most important marketing, sales and business growth TO-DO items all in a single, super-focused day? Check out DO IT DAYS and join us for the next one.

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing for coaches, consultant marketing, consulting firm marketing, marketing concept, marketing professional services, professional services marketing, professional speaker marketing, marketing ideas, marketing coach, motivational speaker marketing, success tips, marketing consultant, small business marketing, marketing mix