Do It! Marketing Blog: Marketing for Smart People™

Welcome to our carefully chosen list of thought leadership marketing tools. We use these tools here at Do It! Marketing World HQ and highly recommend them to our clients and partners.

Good news: Many of these tools are free. A few are not. Almost all come with a risk-free "try before you buy" option to make sure you love them as much as we do. Please note that if you decide to make a purchase, I may (and probably will) receive a small commission. This commission is at no extra cost to you, and in fact, MOST of these links contain special discounts, free trials, or bonuses only available through these links.

With that said, please dig in and take full advantage of these hand-selected resources. They will help your business thrive, scale and grow -- just as they have helped ours!

Email Marketing: ConstantContact | Aweber | PopupDomination

Shopping Cart: KickstartCart | Infusionsoft

Social Media: Tweetadder

Online Audio/E-learning: AudioAcrobat | JigsawBox | Ruzuku

Graphics: Pixabay | ReciteThis | PicMonkey | MyECoverMaker

Webinar/Screen Sharing: Screenr | StealthSeminar | AnyMeeting

Ecommerce: PayPal | Clickbank | Infusionsoft

Landing Pages: LeadPages | Unbounce | LaunchRock

Website Builder: Strikingly

Thought Leader’s Bookshelf 2014

Here are 7 books filled with great ideas that every thought-leading entrepreneur and executive needs to read, absorb, and implement.

If you want to be considered a genuine expert by your prospects, clients, customers, followers, subscribers and fans, these 7 books are your go-to resource library. Enjoy!

1. Ready to Be a Thought Leader: How to Increase Your Influence, Impact, and Success

2. Platform: Get Noticed in a Noisy World

3. Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition

4. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

5. The Expert's Edge: Become the Go-To Authority People Turn to Every Time

6. How to Position Yourself As the Obvious Expert: Turbocharge Your Consulting or Coaching Business Now!

7. POP!: Create the Perfect Pitch, Title, and Tagline for Anything

BONUS: Here's a great slide deck on thought leadership from Art Kleiner of Strategy & Business magazine, put out by Booz & Company:

Got some other great book recommendations along these lines? Please use the COMMENTS area below and join the conversation...

1. Whatever it is you're working on - it's NOT what you think it is
2. And it's BIGGER than you think it is
3. Your job is not to work alone - lone wolves starve to death
4. Your job is to build containers for collaboration
5. You need three groups of people... 
6. You need your posse (partners, colleagues, team)
7. You need your tribe (followers, fans, customers, clients)
8. You need your dream team (advisors, coaches, mentors)
9. And you must avoid one group at all costs... 
10. Keep away from the herd (sheep, lemmings, tire kickers, goofballs)
11. "Yes" is almost never a good first answer
12. Focus like a maniac on what matters most
13. Turn off email - Yes, really
14. Live out of your calendar, not your inbox
15. Be kinder than you need to be
16. Let go to move faster
17. Stop letting fear make your decisions for you
18. Learn to love the verb DECIDE... 
19. Make more decisions
20. Make faster decisions
21. 90% of your decisions can always be changed later
22. The magic word to get most anything you want: ASK!
23. Charge premium fees...
24. Good clients will follow
25. Bad clients will fall away
26. Stop asking for permission...
27. Why? Because you already have it
28. You don't need to see the whole staircase - just the first step
29. Action eliminates fear
30. Overdeliver like crazy
31. It's better to have a capacity problem than a sales problem
32. Customer loyalty goes both ways
33. The saddest referral is one that was earned but never given (See #22)
34. If it doesn't matter to your customer, it doesn't matter
35. Forget features and benefits
36. Focus exclusively on outcomes, results, and payoffs
37. Learn to speak prospect language about prospect problems
38. If you want to sell fire extinguishers, first show the fire
39. If you don't risk turning some people off, you'll never turn anybody on
40. Diversify while still specializing
41. If you can prove what you do works, you win
42. People never argue against their own opinions, data, and feelings
43. When selling an idea, show up with a bucket, not a microphone
44. There is no "sales gene"...
45. Everyone can sell once they find their own voice 
46. Marketing comes down to four words: Offer value, Invite engagement
47. Imagine that it's easy
48. Good things come to those who bust their ass and never give up
49. Your success day in and day out, year in and year out depends on two things... 
50. How fast you're willing to learn (relearn, unlearn)
51. How much you're willing to grow (personally, professionally, emotionally)
52. Every prospect qualifies - they just might not qualify for YOU
53. If the first version of your product/service isn't embarrassing, you waited too long to launch it
54. Happy people are that way because they want to be
55. Miserable people are that way because they want to be
56. Please secure your own mask before assisting others
57. If you're a great starter, learn to finish
58. Are you willing to do what you have to do so you get to do what you want to do?
59. If you ain't got people skills, I don't care how smart you are - you're dead
60. Stop acting like a numbnutz and your life will improve
61. Different isn't better
62. Better is better
63. Until you have loved a dog, part of your soul remains unawakened
64. Get out of the office - yes you - yes right now. That's where life happens
65. Happiness is to have family that you treat like friends and friends that you treat like family
66. Everyone needs allies, advocates, brothers, sisters, and co-conspirators in mischief and merry-making
67. Getting what you want is easy - Deciding what you want is the hard part
68. Fish gotta swim, birds gotta fly, writers gotta write, dancers gotta dance... 
69. So what are you waiting for? 
70. Don't carry home-made business cards...
71. Don't build a free template website...
72. Professionals use professional tools
73. Get serious, get help, or get out
74. If mama ain't happy, ain't nobody happy - remember that
75. Once a day, do something brave
76. Once a day, do something kind
77. Once a day, do something smart

___________

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!

These rules were originally tweeted by Emma Coates, Pixar’s Story Artist.

Look them over and see how many of them apply to YOUR story - specifically, your marketing story that you're trying to articulate (first, for yourself and then for your prospects, clients, and customers!)

Number 9 on the list - "When you’re stuck, make a list of what wouldn’t happen next" – is a great one. So is number 12 - "Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself."

Use the COMMENTS section below to share your favorites and how they impact YOUR thinking about YOUR marketing, sales, and business development success.

1. You admire a character for trying more than for their successes.
2. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different.
3. Trying for theme is important, but you won’t see what the story is actually about til you’re at the end of it. Now rewrite.
4. Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.
5. Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.
6. What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?
7. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.
8. Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.
9. When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.
10. Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.
11. Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you’ll never share it with anyone.
12. Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.
13. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.
14. Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.
15. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.
16. What are the stakes? Give us reason to root for the character. What happens if they don’t succeed? Stack the odds against.
17. No work is ever wasted. If it’s not working, let go and move on – it’ll come back around to be useful later.
18. You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.
19. Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.
20. Exercise: take the building blocks of a movie you dislike. How d’you rearrange them into what you DO like?
21. You gotta identify with your situation/characters, can’t just write ‘cool’. What would make YOU act that way?
22. What’s the essence of your story? Most economical telling of it? If you know that, you can build out from there.

For a very long time, you couldn’t sit through any marketing seminar or sales training without some moron blathering on about the radio station WIIFM - “What’s In It For Me?” as if this was cutting edge information that you had never heard before.

Well, we’re changing the station, folks… because the only radio station your prospects care about today is WNOR:

• Wants

• Needs

• Outcomes

• Results

Let’s dig into each one of these individually so that YOU can begin broadcasting your marketing and sales messages on this channel to get more leads, attract better prospects, and close bigger sales.

Wants. Wants are desires. These are aspirational, positive things that your prospect is attracted to. Examples include more time, more money, more hair, more sex, more happiness, more cupcakes… you get the idea. In order to enter the conversation already happening in your prospect’s mind, it is vitally important that you speak prospect language about prospect wants. NOT industry jargon. NOT marketing-speak. Plain English. Put another way: this is where your prospects want to go.

Needs. Needs are problems and challenges that your prospect is looking to solve. Needs are generally articulated as pains, hassles, heartaches, headaches, and gaps. When there is a need, it is calling out for something. A fix, a missing puzzle piece, or a solution. Put another way, these are your prospects’ obstacles and roadblocks that need to be removed in order for them to achieve their wants.

Outcomes. Outcomes live on the other side of your prospect buying your product or service. Once they buy, use, install, or consume what you’re selling, their condition improves. Outcome statements are phrased in terms of boosting the positive (teamwork, innovation, productivity, profitability, etc) and reducing the negative (complaints, defects, returns, injuries, wasted time, wasted money, inefficiencies, etc.)

Results. Results are the emotional benefits of achieving the outcomes. Another way to put this is that results are the “ultimate destination” or payoff that stems from the outcomes. The pivotal phrases you can use to frame results are: “so that you feel...” - “so you restore...” “so you regain...” - “so you can relax about…”

Here’s a complete example from my work with small business owners and independent professionals who want to grow their business.

Use this as a "fill-in-the-blank" model - Remove MY language and plug in YOUR language that corresponds to YOUR specific product/service/value in ways that YOUR prospects will recognize, respect, and resonate with.

Wants:

Perhaps we’re a good fit to work together if you want to:

• Get laser-focused on getting more clients in less time and with less struggle
• Raise your fees and start working with more profitable clients
• Build a perpetual marketing plan that fits your particular strengths, personality and preferences
• Make small shifts in your positioning and promotion that will open the floodgates to more revenues  

Needs:

As a small business owner, independent professional, or entrepreneur do you…

• Get stuck when trying to figure out how to attract more clients and generate more revenue…
• Feel overwhelmed by the vast number of marketing options you could be doing to grow your business…
• Regret being burned by so-called marketing "gurus" that promised a quick fix…
• Suffer disappointment when investing in marketing solutions that seem to work for "everyone else..."
• Fear that your business is sliding back to where you were 2-3 years ago rather than leaping ahead…
• Find increased resistance today from clients and prospects about pricing…
• Have more prospects saying "No" to you and lose sales that you used to close easily
• Feel like you're banging your head against a wall - which gives you a giant marketing headache...

Outcomes:

Here are just some of your skills and abilities that will improve as a result of this program:

• Experience Marketing Detox: Stop poisoning your business with short-term "flavor of the month" initiatives and commit to a plan that works and lasts
• Discover why results DON'T come from "quick fix" schemes or outdated "best practices"
• STOP losing deals on price and confidently step into "Premium Positioning" while also raising your closing ratio and boosting your referrals
• Analyze the types of marketing activities that fit your unique personality, strengths, and preferences
• Build (or rebuild) a detailed marketing "blueprint" with hand-selected marketing activities and tasks that you'll actually enjoy doing
• Increase perceived value so you're considered a partner - not a "peddler"
• Tailor a questioning plan and set specific goals for every phase of your marketing and sales process
• Gain powerful insights into your prospect's problems, obstacles, and challenges -- and create "indisputable points of proof" that you can solve them
• Anticipate buyer behavior to prevent fence-sitting and endless stalling
• Implement a Perpetual Marketing Plan that brings results daily
• Use "inbound marketing" strategies to attract clients and customers to your expertise, regardless of price and regardless of your competitive environment
• Do what needs to be done (finally!) to create a permanent foundation for your entrepreneurial success

Results:

Results you can expect after this program:

• You'll consistently attract a much higher caliber of client
• You'll clearly articulate your premium pricing - and never cave on price again
• You'll feel focused on what matters most and make significant progress daily
• You'll be positioned as an expert
• You'll feel extremely confident
• You'll concisely convey exactly how your business helps your clients
• You'll trust yourself more than ever
• You'll have a razor sharp profile of the ideal clients you want to serve - and you'll know exactly where to find them
• You'll do ONLY marketing tasks that you find easy, effortless, and enjoyable
• You'll feel inspired, supported, and motivated to take action
• You'll know how to leverage your time and intellectual property

Your turn - how can you use the above WNOR model to restructure your marketing messages, web copy, sales letters, or other collateral so that they resonate 100% with your best prospects, customers and clients?

Please use the comments area below to share your advice, insights, and recommendations on using WNOR messaging in YOUR marketing and sales process.

There's a nice group of folks coming together for the next "Simple Marketing Success" 10-week group coaching program that begins October 8. 

In fact, you have about 24 hours to catch Early Bird pricing that expires tomorrow (9/21). 

I'm talking with a lot of entrepreneurs, small business owners, and independent professionals about the program.

Some are a great fit for the program and will benefit hugely. 

Some are not. I will almost always catch these people during the application process and weed them out.

This is one such story... 

This entrepreneur emailed me the following question: 

Hi David,

I hope you are having a great weekend!  After some debate, here's the verdict: I want to take the course, I believe, you see, I'd make a great student - but money is an issue for the household if you know what I mean.

So here's a question: Would you feel comfortable giving us a 100% satisfaction guarantee? If at the end of 10 weeks I have not been able to get a solid booking(s) to at least cover the cost of the program, then you'd give us a full refund. But if I have been able to get a solid booking(s) at the end of the 10-week period, then we call it a major success and both parties are happy, including my wife. Can we do that?

I won't bore you with pointing out the half-dozen red flags with this prospect. You can probably see them all for yourself. 

This post is about guaranteeing YOUR consulting, coaching, or training outcomes. 

My policy - I don't do it.

And neither should YOU. 

Here's what I replied to this fellow:

Pat,

If you're looking for some kind of guarantee, the problem is that I can only guarantee MY program.

I can't guarantee YOUR results. 

Here's what I guarantee:

• I'll lead 10 weekly calls
• You'll get 10 weekly assignments
• You'll get digital audio downloads of 10 calls
• You'll get word-for-word transcripts of 10 calls
• You'll get 280+ pages of tested small business marketing strategies, tools, templates, and ideas
• The ideas and tactics you'll get have been proven with over 300 entrepreneurs, small business owners and independent professionals
• I'll be available for UNLIMITED email support and respond to you within 1 business day, usually much sooner
• You'll get TWO 30-minute private 1-on-1 calls with me which you can use for any purpose
• You'll get full access to the online Group/Forum website for asking questions, seeking feedback, and posting responses and assignments

• I can't guarantee you'll be on the calls
• I can't guarantee you'll listen to the recordings
• I can't guarantee you'll do your weekly assignments
• I can't guarantee you'll read the transcripts
• I can't guarantee you'll read the book
• I can't guarantee you'll implement a single strategy or tactic
• I can't guarantee you'll email me when you need help or guidance
• I can't guarantee you'll set up your 2 private coaching calls
• I can't guarantee you'll follow my advice
• I can't guarantee you'll participate in the online forum
• I can't guarantee you'll work hard (or at all) to make this program WORK for you

And I'm not in the business of "convincing" people with feel-good guarantees.

I don't work with hundreds of people at a clip. I work with a very small, very dedicated group of entrepreneurs, business owners and independent professionals who are committed to their own success and want to accelerate its timetable and expand its scope.  

If that's you, then terrific. Let's do this thing.

If not, no hard feelings.

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on using guarantees in YOUR coaching, consulting, training or professional services business. And if you use a written guarantee, feel free to post the link and a quick plug for your services, too!

How to unlock, unblock, and unleash LinkedIn Groups...

If you're a thought-leading executive or entrepreneur, chances are excellent that you are actively using the Groups feature in LinkedIn. (And if you're NOT - well, you're missing a tremendous opportunity to add value to your prospect base, find new clients, and build new relationships - but more on that in another post!) 

I belong to 50 LinkedIn Groups and of those, I own or manage three of them.

Today's topic is in response to the following email I got from a member of one of my groups:

Hi David!

I have tried to submit comments at least twice now on discussions that have been started by someone else in the group. When I hit the submit button, it tells me my comment is pending review.

Is there something I need to do on my end to get my comments to go through? Am I being blocked for some reason?

And then the SAME THING started to happen to ME in other groups I belonged to...

It was both a real headache and a real mystery to figure out how to solve this... til now. 

Take a look... [Click the Enlarge icon in the lower right for a better view!] 

What do YOU think? Please use the COMMENTS area below to share your advice, insights and recommendations on managing and profiting from LinkedIn Groups. And if you own a Group, feel free to post the link and a quick plug for your Group, too!

Here's a two-part interview with my pal, Corey Perlman of eBootCamp.com. 

We talk about... 

• Social media myths vs. reality
• Why your website still matters - big time
• Different social media approaches for different businesses
• The key elements to a digital marketing gameplan that WORKS
• A special time-sensitive offer to boost your marketing success

Part 1 is here... PLEASE STOP watching at 17:45 when our video connection blew up!

Due to hysterically funny technical difficulties, we put the last 5-6 minutes of content onto Part 2 here...

p.s. Corey is running one of his special 2-day intensive seminars in Michigan on 9/26-27 and you can get full details on that here. If you email him at corey@ebootcamp.com and put in the subject line, "David sent me" you'll qualify for a free electronic copy of Corey's bestselling book and "bring a friend" privileges to the event.

p.p.s. It's the best investment you'll make in your business this year. Corey guarantees it. And so do I. 

Watch this short video and see if you are making these same sales mistakes... 

[Click the "Enlarge" icon in the lower right corner to watch full screen]

Scary, right?

Needy, desperate, pushy, salesperson-centered tactics are so obvious and easy to spot when OTHER people (especially spammers) do them to us.

But how easy is it (and probably imperceptible to you) to fall into the same mode with YOUR own prospects, clients, customers, and buyers?

Stop chasing. 

Stop hounding. 

Stop bugging.

Stop "following up."

Start engaging.

Start inviting.

Start offering. 

Start adding genuine value.  

That's how professionals win! 

p.s. If you want to grow your marketing, sales, and business development muscles, we still have a few open seats for the Simple Marketing Success 10-Week Virtual Bootcamp experience that starts October 8, 2013. Let me know you're interested (email or call me 610.716.5984) and I'll forward you the application materials and program guidelines right away.