Do It! Marketing Blog: Marketing for Smart People™

Many of my marketing mentor clients want to boost their online presence - in the words of my pal Henry DeVries, they want “more blogs, more buzz, and more business.”

So how - exactly - do you generate more buzz around your online platform?

One of the easiest ways is to host conversations and dialogue on your blog by proactively inviting your readers, subscribers, and visitors to leave comments.

There are two paths to doing this - and one is a whole lot more effective than the other. But either one is better than doing nothing at all. More on that in a moment...

How to Generate a Ton More Blog Comments in 10 Seconds

Approach #1: Ask! (General)

End each of your blog posts with an invitation to comment. Don’t just ask “What do you think?” - you have to be more explicit and TELL people to use the comment feature on your blog - and then tell them what to do to get there.

Example #1:

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on these ideas and join the conversation...  

Approach #2: Ask! (Specific)

One of my favorite clients, Integrity-Based Leadership expert Richard Melancon, recommends taking this one step further. Rather than asking broadly for comments at the end of your blog posts, Richard is a fan of asking very specific questions directly related to the content of the blog ideas you just shared.  

Example #2:

For my recent post, “I’ve Quit and Here’s Why” I took Richard’s advice and used the following at the end of the post:

What have YOU changed up in the last 3-6 months to STOP doing what doesn't matter and start DOING more of what matters most? Please use the COMMENTS area below to share your specific changes and how they've freed up more time or made you more money...

Example #3:

On my previous post, “17 Keys to a Great Sale and a Great Date,” I used this:

What do you think? What parallels do you see between dating and selling? How have your best sales conversations unfolded? Please share your advice, insights, and experiences in the COMMENTS area below...

Big difference, right?

There’s no right and wrong here - you may want to try both approaches and see which one generates more comments, more dialogue, and more good conversation with your fans, followers, and readers. The proof is in the pudding.

As for me... well, you can see what I’ve decided to do below.

What do you think about inviting blog comments in a general way or a specific way? Have you gotten better results with one or the other? Please share your own blog commenting philosophy in the COMMENTS area below and...

I’ve quit.

Yup - done, finished, over.

“Quit what?” you ask?

I’ve quit blogging.

OK, that’s not quite true...

But I’ve quit blogging daily.

It was an experiment.

And it worked.

And it didn’t.

Here’s the deal - for most of last year, this website averaged between 5,000-6,000 visits per month. Not great, but not terrible either.

At the beginning of this year, I committed to an experiment - namely blogging every weekday.

Yup, 5 posts a week. Week in and week out. I stuck to the schedule and didn’t miss a day in 26 weeks. 6 full months.

The result?

It worked great.

Almost immediately (OK, it took 8 weeks, but that’s close enough) my web traffic went from an average of 5,000-6,000 visits up to an average of 10,000-11,000 visits. One month, we even generated 15,000 visits - triple the old number. I'll explain that "we" later in this post...

My opt-in rate doubled (for everything - my free ebook, blog subscriptions, my free teleseminars.)

My SEO went up - I moved from page 2 and page 3 of Google results for certain keywords to page 1.

The second result?

I found out what really worked to drive more traffic, more leads, and more business.

And it wasn’t the blog...

It was three things:

1. My new book. Specifically, the marketing plan for my book, which turned out to also become the marketing plan for the website and the marketing plan for my speaking and mentoring programs. Woo hoo - who'd a thunk it?

Lesson: If you “lean in” and commit to the marketing for ONE flagship product, service, or program like I did with my book - you will start to generate momentum that carries over into everything else that you are doing.

2. Email marketing. Plain and simple, the more marketing emails I sent, the more web visits I got. Accident? No, of course not. Most of my emails contained links back to the website for the latest blog posts, the occasional teleseminar invitation or a new program announcement.

Lesson: The more email you send that contains high-value content, advice, insights, and recommendations (aka email that’s too good to delete), the more stickiness you’ll generate for your fans and followers. 

3. FLOP - Namely, “Featuring and Leveraging Other People.” I wrote about this concept in detail here and it has also been a tremendous driver of new traffic and new friendships, new clients, and new projects. Inbound FLOP is me shining the spotlight on others. And outbound FLOP is me participating in other people’s book launches, surveys, guest blogging, and so on.

Lesson: It’s not all about YOU. It IS all about how YOU can serve and promote other experts in your field who have a complementary skill set, message, or service offering. Welcome to the new collaborative economy. They win when you win. And you win when they win.

Sooooo... I’m still blogging.

But I’ve scaled down to once or twice a week.

And I’ve scaled UP the other activities listed above.

Because that’s what generates results.

What have YOU changed up in the last 3-6 months to STOP doing what doesn't matter and start DOING more of what matters most? Please use the COMMENTS area below to share your specific changes and how they've freed up more time or made you more money... 

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

What's the difference between a professional practice (or company or trade association) that feeds on the bottom vs. YOUR business model which should aim to serve the top of your market? 

Here are 17 things to consider:

1. High fees are paid by clients and customers who are doing well, not those who are struggling

2. Referrals come from those who are proud of the fees they pay you, not ashamed to be low-balling their way through business

3. High-end clients tend to be believers - low-end clients tend to be skeptics

4. Top clients are easier to please because they have a partner mindframe whereas low-end clients are almost impossible to please because they have a peddler mindframe

5. Paying higher fees also means that your top-of-market clients pay you higher respect, pay your advice more attention, and invest more resources in their implementation of your ideas

6. There is always a way to raise your game, boost your value prop, and charge higher fees. Otherwise, we wouldn’t have $500,000 sports cars or $35,000 watches

7. There’s no profit in a business model that challenges other poverty-mindset entrepreneurs in a race to the bottom

8. You can always design a “lower-level entry point” to a high-end offering (Example: the $125 Tiffany bracelet.) However, it is almost impossible to “level up” from commodity status. In other words, Wal-Mart would have a tough time attracting high-end jewelry buyers

9. Are you attracting referrals to goofballs or people who don’t see the value of what you offer? Like attracts like. It’s very possible your current clients and customers simply don’t travel in the right circles  

10. If you’ve heard yourself say, “My clients won’t pay any more than they’re already paying” or “I can’t raise my prices because I’ll price myself out of the market” - then you may need a. Better clients, b. A new market, or c. Both!

11. High-end clients expect great work. It is energizing, engaging and fun for you and your team to rise to that challenge

12. Low-end clients expect perfect work. Even though they have no idea what they want, change what they want based on whims, and are a moving target of conflicted priorities. It is demoralizing, exhausting, and depressing for you and your team to put up with these micro-managing, neurotic control freaks

13. High-end clients value relationships and once they’re in with you, they’ll come back for more. Why? Because if they switch, they would essentially be admitting to themselves that they overpaid or made a wrong decision, which is more expensive to their ego than to their pocketbook. Bottom line: High-end clients always look for reasons to stay

14. Low-end clients only care about transactions. The next coupon or email or offer will lure them away for the next bargain. They’re forever playing “Let’s Make a Deal” and the fact that they bought from you once REDUCES the chance they’ll buy from you again. Bottom line: Low-end clients always look for reasons to leave

15. High-end clients will approach you with new ideas, ask for more innovative services, help you develop new products and programs that they WANT to buy and that people at their same level would value. They generate their own product- and idea-generating R&D department to help your business grow.

16. Low-end clients will pressure you to give less, offer “lite” versions, and generally dumb-down and dilute your core offerings to match their small thinking and tiny budgets. Don’t fall for it.

17. Companies that serve low-end clients are dependent on massive numbers of small transactions from one-time buyers and price shoppers. Companies that serve high-end clients thrive on small numbers of much larger, deeper, richer, and longer-lasting relationships with clients, customers, and friends who stay longer, buy more, come back more often, and refer like crazy.

So it’s your call - serve the top or serve the bottom.

Just be careful what you wish for and understand what you’re targeting -- and what you’re in for when you hit it!

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on these ideas and join the conversation... 

I asked one of my favorite marketing coaching clients, "How's your DIP?"

She responded, "Dip? We're talking party recipes now?"

"No, no - remember the acronym I shared with you last time? DIP stands for Dollars In Play." She remembered.

Then she asked me to hang on as she shuffled through some notes and papers.

"Where are you looking for these numbers?" And she said that she keeps a scratch pad by her keyboard and has a more detailed tracking document that she updates every couple of weeks on her computer. 

"Oh my goodness, there's your problem right there. You have to keep this info right in front of your face all day long." 

REALLY in front of your face. My suggestion - make a poster using something as simple as a piece of flipchart paper and two different size Post-It notes: the Jumbo size and the smaller 3x3 square size.  

Here's what a DIP (Dollars in Play) wall chart looks like: 

Here's how it works:

1. Two categories: one called "In Play" and the other one for less serious prospects ("Jokers") You can see in the photo above, I've had a little fun and made a silly cartoon joker card. These are folks who are in my pipeline but (in my estimation) less serious, less committed, and less capable of making the financial commitment to hire me.

2. Post your prospects' full names, the service/product/program you discussed with them, the dollar value, and the source. For example, Jane Doe came from a referral from Frank. We have not talked yet, so there's no dollar value. Nat Cole came from Linkedin and we talked about a $1500 1-on-1 marketing consulting package.  Sam Smith is hiring me for a $6500 speech in October. (All prospect names have been changed for the purposes of this blog post and photo - could you tell?)

3. Real time updates. Sometimes I'll even grab my pad of 3x3 Post-Its and write someone's name down WHILE I'm on the phone with them, walk over to the wall chart and stick their name on it. Can't tell you how satisfying this physical act can be. 

4. Fluid movement. Don't be afraid to upgrade a joker to the serious column and don't be afraid to take a (formerly) serious prospect and move them into the Joker column. The factors to consider are their commitment level based on email and phone communication, their level of responsiveness, and how rapidly you are moving them from point to point in your sales process.   

5. Reminders rule. If you see someone on your chart whom you have not spoken with or heard from in a few weeks, you probably need to get back in touch. Ideally, you never have a prospect who is just "floating" out there without a firm decision call on their calendar. But it happens. The chart reminds you to close those loops and corral your prospecting mustangs back onto your sales ranch.  

6. Relentless removal. Remember the old sales adage, "Some will. Some won't. Who cares? Next!" That's the point of the chart. Up or out. If you're not going to buy, I'm going to cut you loose and throw you back in the ocean. The SECOND most fun you'll have with this chart (after slapping a brand new prospect's name onto the chart) is grabbing a prospect who said no - or who has disappeared on you despite your best efforts to hold them to their commitments - and RIP their name off the chart and tear it into tiny little pieces and chuck it in the trash.  

7. Do the math. Feel the power. The point of tracking your sales pipeline in this manner is so that you have a real-time sense of "Dollars in Play." Every so often, you should glance over at your chart and add up the numbers that you see in the "In Play" column ONLY. (Don't add the jokers because that's why they're in the joker column - instead, do everything you can to move your jokers into the "In play" column or remove them altogether!)

In the photo above, you would have a "Dollars in Play" number of $21,000. For prospects who are considering mutliple options (for example, Mindy Kaling is holding a proposal with a $7500 option and a $2500 option), you should count the higher number.

Two reasons: 1.) It sets your internal expectation in that direction which will enhance your confidence in your subsequent conversations with Mindy. A confident seller creates confident buyers. So it's a self-fulfilling prophecy. 2.) It builds your capacity for marketing optimism, which every entrepreneur needs. Plus if you're going to be relentless in removing people (See Rule #6 above), you might as well be relentlessly optimistic about the folks who earn and keep a place in your active sales pipeline.  

Now, are YOU ready for some DIP?

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on this topic and join the conversation... 

1. How can we offer a risk-free trial of our product/service?
2. What would make our work more fun?
3. Which of YOUR talents and capabilities would you like to use more of?
4. How can we do better in generating inbound leads?
5. What should we be doing more of?
6. What should we be doing less of?
7. How can we be more valuable to our clients?
8. What's the smartest decision we made in the last 3 months? 
9. What's the dumbest decision we made in the last 3 months?
10. Where are we hitting it out of the park?
11. Where are we missing the mark and need to raise our game?
12. How do we know the metrics we're tracking are the right metrics? Do we need to add, change or delete some key success factors? 
13. What are the DNA markers of a 2-year client? 5-year client? 10-year client?
14. What extra services could we offer in a super-premium version of our core product/service? 
15. What "lite" services could we offer in an entry-level version of our core product/service?
16. Do we have enough staff, capacity, and bandwidth to handle bigger, better projects? If not, how quickly can we scale with outsourcing, partnering, or subcontracting?
17. What can we simplify, eliminate, delegate, or outsource?
18. How can we work with prospects who are ahead of the curve in our area of expertise? (Advanced level program)
19. How can we work with prospects who are behind the curve in our area of expertise? (Quickstart program)
20. Are we doing too much marketing and not enough selling? 
21. Are we doing too much selling and not enough marketing? 
22. How are we making our prospects smarter - even if they DON'T buy from us? 
23. Are we articulating clearly and concisely our level of expertise, experience and empathy with our target market? 
24. Are we articulating clearly and concisely the exact types of heartaches, headaches, pains, problems, challenges and gaps that we can fix? 
25. Are we investing in thought leadership marketing strategies like speaking, publishing, and social media to elevate our expertise and stand out from the crowd? 
26. How can we zig where the competition zags? 
27. How can we show - not tell - our clients that we offer products and services that are BFS (better, faster, smarter)?
28. How can we offer depth with variety? 
29. What can we do to encourage our favorite customers to serve as our most effective salesforce?
30. How can we provide indisputable points of proof that what we do works, is cost-effective, and is better than any competitor or alternative (customer testimonials, industry recognition, videos, demonstrations, references, case studies, expert endorsements)
31. What else can we do to qualify the right prospects, disqualify the wrong prospects, and get our sales process to be shorter, sharper, and more streamlined? 
32. When we win business, do we know (exactly) why? When we lose business, do we know (exactly) why? Where has this data been captured and how are you using it to improve your odds with every new prospect day by day and week by week?
33. Have you shared this post with three people whose business might benefit? Have you bought this book that comes with over $747 of marketing bonuses? Have you noticed there are more than 33 questions in this list? <Smile>.  

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

1. Sometimes, visuals can stand alone:

2. Use font sizes to help you make your point:

3. Use screen shots and visually focus your audience on key ideas:

4. Use arresting, unusual graphics, not the same old tired clip art:

5. It's OK to use graphs if you summarize the A-ha insight they provide:

6. Sometimes it helps to SHOW and TELL on the same slide:

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on this topic and join the conversation... 

1. There's no good time. Now is the time.
   What are you waiting for?
2. Put out your best material. For free. 
   Do you want to be SHARED or SCARED? 
3. YOU may be your biggest obstacle.
   What would happen if you got out of the way? 
4. Stop STARTING things and get more into DOING.
   What can you do today - right now?
5. A few may wish to see you fail. A lot more are rooting for your success.
   Where is your attention?
6. Forget the word vision.
   Better: What do you SEE in your future?
7. You're aiming too low.
   How can you elevate your sights, your fees, and your value?
8. Stop blaming others. It's ALL your fault.
   Move on - what's next?
9. A bend in the road is never the end - unless you fail to turn.
   Where do you need to turn? 
10. It's not what you think it is. And it's bigger than you think it is.
    Why not embrace that? 
11. There are no silver bullets, secret sauces, or magic beans.
    Now what's your plan? 

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on this topic and join the conversation... 

1. Prepare, don't memorize.
2. Practice out loud. Yes, out loud. 
3. Audio record yourself. Relisten. Repeat.
4. Stop apologizing for everything.
5. Unless you're late. 
6. Never start late. And never EVER end late.
7. If you feel you MUST use slides, you're not ready.
8. If you PREFER to use slides, put photos - not words - on them.
9. If you ignore #8, then never EVER read your slides.
10. Talk with the audience, not at them.
11. Never forget that an audience of 500 is just 500 1-to-1 conversations.
12. It's OK to use notes. Really. Anyone who says otherwise is an idiot.
13. Especially if your notes make you more concise, focused, and impactful.
14. Get off the stage and out INTO the audience. 
15. Get up in their grill and make speaking a contact sport.
16. Have an opinion. Take a stand. Piss some people off.
17. Part of the speaker's job is to serve as a productive irritant.
18. If you don't risk turning some people off, you'll never turn anybody on.
19. The 1-way speech is dead. Interact, interview, connect and confer. 
20. Script your opening and closing 30 seconds. 
21. Everything in between is just good conversation.
22. You don't "forget what to say" at your job or on a date. Same thing here.
23. Every great speaker has 2 traits: Expertise and Authenticity. That's it. 
24. Say half as much and repeat it. Say half as much and repeat it. 
25. Read Seth Godin's free PDF titled Really Bad Powerpoint
26. Check out books and blogs by Nancy Duarte
27. Move first - THEN talk = Emphasis is on your words.
28. Talk first - THEN move = Emphasis is on your movement.
29. Humor is a must but don't tell jokes. 
30. Let humor emerge then polish it (situational or self-deprecating - or both!)
31. If they could've simply found your content in a book, you lose. 
32. If they could've simply found your content via Google, you lose.
33. Take them on a ride. Highs, lows, suspense, drama and a happy ending.
34. Show both your character and your characters.
35. Don't retell your stories - relive your stories.
36. Vary your pace, rhythym, tone, and volume.
37. Dazzle them with their own potential - not your ego or resume.
38. Make the complex simple. Boil it down. Make it easy.
39. Turn every "me" story or example into a "you" takeaway or lesson.
40. Preaching is about you. Evangelizing is about them. Make it about them.
41. Sharing your missteps and mistakes shows strength, not weakness.
42. Every time you say "I," you lose just a little more influence and impact.
43. Slide timing: Assume 1 slide for every 2 min. 60 min. = 30 slides.
44. Using significantly more - or fewer - is for pros. Do not try this at home.
45. Watch this 2-min. video and NEVER do those things!
46. If your handout reminds them of being back in school, you lose. 
47. If your handout isn't TOO GOOD to throw away, they will.
48. Make sure you conclude with a call to action and a clear next step.
49. Watch this video to learn how to capture leads from every speech. 
50. Be brilliant. Be brief. Be gone. 

p.s. Wish more speakers followed these 50 rules? Join me for the America Talks Business Conference in Philadelphia on July 25th. It's a living laboratory for the principles above. And a chance for YOU to take part in something very special indeed. Early bird tickets are active so you can register for ridiculously affordable rates right now.

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on this topic and join the conversation... 

Unless you're brand new to me and this blog... you know that my new Do It! Marketing book is about to be released. 

You may also know that we hit Amazon #1 bestseller status not once - but TWICE already - and the book isn't even out yet. 

What you may not know is that I had help. Amazing help from amazing people. Gurus and friends and colleagues and people I consider my personal and professional heroes. 

Some helped a little. Some helped a lot. Some helped WAY above and beyond my wildest dreams... 

If you're interested in marketing success, business success, and life success - well, there are a lot of so-called experts out there.

Many are called. Few are chosen.

I've made the choosing easy for you...

Here are 37 super-smart, generous, prolific, sometimes contrarian, and always fascinating people worth following...

p.s. The best thing about them - none of them would CALL themselves a "guru" - they simply consider themselves lucky to be sharing their insights with others who can benefit.

Here they are in no particular order (although each of them is truly #1)

1. Jay Baer - http://www.convinceandconvert.com
2. Stephanie Chandler - http://www.stephaniechandler.com
3. Corey Perlman - http://www.ebootcamp.com
4. Melinda Emerson - http://succeedasyourownboss.com
5. Chris Murray - http://www.chrismurrayeditor.com
6. Henry DeVries - http://www.marketingwithabook.com
7. C. J. Hayden - http://www.getclientsnow.com 
8. Scott Ginsberg - http://hellomynameisscott.com
9. Dan Janal - http://www.prleadsplus.com
10. Art Sobczak - http://businessbyphone.com
11. Mary Foley - http://maryfoley.com
12. Gene Marks - http://genemarks.com
13. Viveka Von Rosen - http://linkedintobusiness.com
14. Brian Tracy - http://briantracy.com
15. Geoff Ramm - http://www.geofframm.com 
16. John Jantsch - http://www.ducttapemarketing.com
17. Joe Calloway - http://joecalloway.com
18. Jay Conrad Levinson - http://www.gmarketing.com
19. Jim Meisenheimer - http://www.meisenheimer.com
20. Mark Sanborn - http://www.marksanborn.com
21. Marshall Goldsmith - http://www.marshallgoldsmithlibrary.com
22. David A. Fields - http://www.davidafields.com
23. Pamela Slim - http://www.escapefromcubiclenation.com
24. Mark Hunter - http://thesaleshunter.com
25. Bob Bly - http://www.bly.com
26. Sean Carroll - http://www.seancarrollspeaker.com
27. Bob Burg - http://www.burg.com
28. Jeffrey Hayzlett - http://hayzlett.com
29. Sam Richter - http://samrichter.com
30. Howard Lewinter - http://www.talkbusinesswithhoward.com
31. Stephen Lahey - http://smallbusinesstalent.com
32. Jose Palomino - http://www.valueprop.com
33. Karyn Greenstreet - http://www.passionforbusiness.com
34. Avish Parashar - http://www.dinghappens.com
35. Michael Dalton Johnson - http://www.salesdog.com
36. Greg Williams - http://www.themasternegotiator.com
37. Marnie Swedberg - http://www.marniesfriends.com

Bookmark this blog post - stay connected with these people - implement their big ideas - and you WILL profit, prosper, and succeed.

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on the people who have made the biggest impact on YOUR professional success...

As you may know, my new book is coming soon... and I need your help...

If you pre-order the book today, you will get over $747 in business-building bonuses RIGHT NOW and LATER, you'll also get a minty-fresh book jam-packed with savvy marketing, sales and business development strategies, tactics and tools. (You'll be among the first to take delivery of the book the moment it is released - on or about June 5.) 

To check out the pre-order bonuses you'll get immediately when you buy today, visit: 
http://doitmarketing.com/book-bonus 

I'd love your help in climbing the amazon charts today - even before the book is released. Is it a good book? Obviously I think so... but fortunately, I'm not alone! Here are just a few other people's opinions...

=====
"One of the most practical marketing books you will ever read - so what are you waiting for?"
-- John Jantsch, author of "Duct Tape Marketing"

"Do It! Marketing is a complete system for effective marketing. It is a fun read and the ideas, tactics, strategies and exercises it provides will set you apart from your competition."
-- Mark Sanborn, author of "Fred 2.0" and "You Don't Need a Title to be a Leader"

"A terrific book packed with a gazillion smart ideas you can use immediately to supercharge your marketing. But beyond all those great ideas, Do It! Marketing shares key concepts and simple systems that will bring you more business with much less struggle." 
-- C.J. Hayden, author of "Get Clients Now!"
=====

When you pre-order today, you'll get more than $747 in instant-access bonus material from some of America's TOP business experts. Everything is waiting for you here:
http://doitmarketing.com/book-bonus  

-- David