Do It! Marketing Blog: Marketing for Smart People™

Marketing Coach Tip: 3 Secrets to Smarter Prospecting on LinkedIn



LinkedIn is the new cold call. Perhaps this sounds familiar to you... 

As a marketing speaker and marketing coach, I continually study the field, read a ton of books, and attend seminars and workshops from my fellow marketing enthusiasts.

And I'd like to respectfully disagree with that analogy.

LinkedIn is way better, smarter, faster, and more effective than a cold call. In fact, I'd slant the analogy a different way altogether:

LinkedIn is the new email with a red velvet rope around it, a priority seal, and a much more attractive return address envelope!

First let's explore those three points and then you'll see an example of LinkedIn in action PLUS here are some sample social media scripts you can use that have gotten awesome results for our clients in our marketing mastermind and private mentoring programs. 

3 Reasons LinkedIn Beats Email

1. Red Velvet Rope - This is a term popularized in the marketing arena by Michael Port. It means there's an exclusive, members-only feel to your marketing. It's not for everyone - and not everyone qualifies. You need to be "in the club." When you reach out to a fellow Group member on LinkedIn, you both are in the club and there's a strong element of peer-to-peer belonging that encourages community, communication, and responsiveness. Can't say that about a cold call or a plain old email!

2. Priority Seal - Most executives and business owners feel overwhelmed by email. When they're not tackling the email monster (click here if you'd like to master your email!), they are wall-to-wall with meetings, phone calls, and their daily dose of dealing with crises. LinkedIn messages DO trigger an email notification but you have the choice of responding via email or via LinkedIn -- and LinkedIn messages (for most of us) are few and far between so they give the impression of being more important, more filtered, and more personally relevant. Think of it as a FedEx envelope arriving in your daily mail. Sure, you can ignore it - you can toss it - you might not get to it for a few days. But chances are greater that you will because of curiosity - a basic trait of human nature.

3. More Attractive Return Address Envelope - LinkedIn messages tend to be shorter than emails - and a shorter note merits a shorter response. You've just given your prospects, clients, and connections a huge "out" because they do NOT need - and probably would not even consider - sending you a long, involved response. If you send a short, succinct note to reconnect with a past client - they'll respond with a short, succinct note and you'll probably use LinkedIn to make plans to connect in a longer format offline (phone call, lunch, coffee, in-person meeting). Yours will be a fast, easy and appealing note to respond to - so your chances of getting a prompt response just went up considerably!

LinkedIn in Action and Results

This story was submitted by my motivational speaker colleague Jim Clemmer to the excellent SpeakerNetNews:

Using LinkedIn to (Re)Connect and Build Business — Jim Clemmer

I have been using LinkedIn to reconnect with old contacts and to connect with anyone signing up for my newsletter. I do this with the LinkedIn for Outlook utility showing if anyone sending me an email (or completing any website form that is emailed to me) has a LinkedIn account. As my connection numbers build, more website visitors, book readers, and subscribers are now asking to connect with me. We’ve also done a few email blasts to our database asking for connections to those who have LinkedIn accounts. Over the last two years we can directly trace a few hundred thousand dollars in speaking/workshop or long term/ongoing consulting fees that started with these (re)connections.

3 LinkedIn Secrets from Jim's Success:

1. As my friend and Speaker Hall of Fame member Dr. Alan Zimmerman likes to say, "your business comes from your business." (He's a guy who enjoys a 92% repeat and referral rate from his client base so he's walking that talk.) Note that Jim Clemmer is also generating his success not ONLY from new connections - but from RE-connections. Try it for yourself and see what conversations you can generate with the folks who already know you, love you, and have given you money in the past.

2. You gotta ask for the connection. Note that Jim's strategy also involved email blasts to his list proactively asking them to connect on LinkedIn. And not just once - but several times over the past 2 years. Remember to make your social media scripts appealing, relevant, and NOT focused on you - but focused on the value you'd like to deliver to your connections.

3. It takes time and there are both direct and indirect benefits. Notice that Jim said, "over the last two years" - not the last 2 weeks or 2 months. This is a marathon, not a sprint. Notice also that he said he could DIRECTLY trace several hundred thousand dollars of new business. That's great - and in addition, Jim has likely generated that much money or more INDIRECTLY, meaning that people didn't hire him FROM LinkedIn but BECAUSE they saw something he contributed, received a connection update, or otherwise "bumped into" Jim's name, content, ideas, website, blog or network - and were prompted to engage with him.

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Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, consultant marketing, social media, linkedin, email marketing, entrepreneurship, motivational speaker, marketing strategist, motivational speaker marketing, speaker marketing, small business marketing, thought leadership, small business marketing speaker, marketing tip, social media marketing, social media scripts, networking, public speaker marketing

Marketing Coach: There Is No Blue

doitmarketing out of the blueWhere did that lead come from?

"It came out of the blue..."

How did that customer find you?

"They found us out of the blue..."

What made them call?

"They called out of the blue..."

How many times have you heard yourself give these types of answers?

Hmmm... me too.

Until last night when I was having dinner with The Hot One™ - aka my lovely bride of 27 years.

I was telling her about a brand new client and she asked me, "How did they find you?" and I instinctively answered, "I dunno - they found me out of the blue."

By the way, this is a terrible answer for a marketing guy to give.

I should know exactly how and why my specific marketing activities attract specific clients but I must admit things have been going fast and furious around here lately so I've lost track. A good problem to have - but a problem nonetheless...

Back to dinner with The Hot One™ - she looks over at me, pauses meaningfully and says... 

"There is no blue."

Ouch. And she's right. So she made me think harder - look harder - connect the dots - to where and how this client came to me. 

This is a terrific reminder for YOU, too... 

There is no blue.

So here are 12 potential sources of "blue" -- inbound leads, prospects and referrals. You need to work harder at identifying, specifying, and inquiring about these when GOOD prospects come your way. And even more so when - like in my situation yesterday - good prospects become clients!

  1. Google (or other search engines)
  2. Your articles in hardcopy publications (industry magazines, trade journals, association publications)
  3. Your articles posted online (guest blogs, contributed columns, niche industry websites)
  4. Your social media accounts (Twitter, Linkedin, Facebook, etc.)
  5. Your blog
  6. Your personal network (friends, family, colleagues)
  7. A referral (current client, past client, or non-client fan/influencer)
  8. Directories and listings (online, offline)
  9. Your speaking engagements (local, regional, national, fee or free)
  10. Your videos (on your website or sites like YouTube, Vimeo, etc.)
  11. Your teleseminars (the ones you host or where you're the guest)
  12. Your media interviews (TV, radio, print)

Become fanatical about connecting new customers and clients to specific marketing channels. 

Put a sign up on your office wall to remind you if necessary... 

There is NO blue!

Tags: Marketing speaker, marketing coach, thought leadership marketing, lead generation

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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!

Tags: marketing for speakers, consultant marketing, thought leadership marketing, word of mouth marketing, professional services marketing, trusted advisor marketing, professional speaker, professional speaker marketing, marketing mix, marketing for authors, marketing for consultants, doit marketing, do it marketing, doitmarketing, content marketing, referral marketing, business strategy, networking, public speaker marketing

Marketing Coach: 10 Golden Rules for Your Elevator Pitch

marketing coach doitmarketing elevElevator pitches remain as critical as they have ever been - perhaps even more so given the increasingly short attention span we all seem to have. Here then is some good advice on how to create your own elevator pitch from Toby Marshall at Lead Creation.

1. A great ‘Elevator’ provides just enough information to hook the listener in and spark a conversation. It is just the beginning, not the close; think lead generation not sales.

2. It should be short—10 to 20 seconds. Our attention spans have become shorter due to fast-paced city living and Social Media.

3. Practice it by speaking out loud and standing up—never just write it and read it to yourself. Say it again and again in front of a mirror; then with colleagues or friends. Say it 20 times and you’ll then know it enough to improvise and vary it so it comes alive and doesn’t sound stale.

4. An ‘Elevator’ is not just for sales people or business owners. It’s also for people who have jobs and want better ones—that’s most of the population!

5. A great rule of thumb is to only use your ‘Elevator’ when asked the question. If you walk up to someone and start talking about yourself it’s usually a big turn off; most people would say something like “so tell me about you.”

6. Sell yourself, not your product or business. The other person needs to be interested in you before they will buy anything from you. The old adage that ‘People buy from people they like’ still rings true for B2B marketing

7. Elevators are never about closing a sale, despite the name ‘pitching’. In this Social Networking age, blatantly selling is less and less acceptable. Even at Chamber of Commerce meetings—a pure business setting—I run a mile from people who are all about themselves. Life’s too short!

8. It’s NOT your cold calling script (if you are still foolish enough to be doing cold and not ‘very warm’ calling!)

9. Use pauses to emphasize; it is not a race to get the words out. Vary your tone as speaking in a monotone bores people—it’s very common though, possibly because they themselves know the words are boring!

10. If you are in a business setting, think about how you can help the prospect achieve their goals. That may be the breakthrough you are looking for with your lead generation—thinking about the implications for them?

Note that there is nothing in the above about providing a case study. In my experience they will ask me if they are interested, once they have heard my ‘Elevator’. Also, including studies that are meaningful makes it too long, and you are likely to see their eyes start to glaze over! Just have a couple ready to go in case they ask, though.

The above rules will help you see much better results with your lead generation in all types of social and business settings; learning to change the pitch depending on who you are speaking to, and where you are speaking to them, is a huge advantage to you and your business.

Tags: Marketing Coach, 10 Golden Rules for Your Elevator Pitch, Marketing Speaker, Marketing for Speakers, Marketing for Experts

What do you think? Use the COMMENTS area below to share your advice, insights and recommendations on the elevator pitch, otherwise known as your "verbal business card," "audio logo," "10-second introduction," etc.

marketing speaker, marketing coach, elevator pitch, doit marketing 

Tags: marketing for speakers, marketing speaker, thought leadership marketing, trusted advisor marketing, marketing expert, entrepreneurship, professional speaker marketing, motivational speaker marketing, marketing for authors, doit marketing, doitmarketing, referrals, networking, public speaker marketing, elevator pitch

Marketing Coach: How to Behave if YOU Are a Big Deal

marketing speaker marketing coachI just came across a website that claims to feature the Top 100 "Voices that Shape Opinion" - Grab a quick look here:

It reminded me of a few years back when I was attending the 99% Conference and happened to strike up a conversation with Tina Roth Eisenberg, a sorta-cool, sorta-famous-in-that-indie-way designer and blogger. She is one of the Say 100 -

Three things that made an impression on me when I met Tina:

1. She seemed like a nice, unassuming, down-to-earth person when chatting 1-on-1. She was no big deal to me because I wasn't one of her design groupies and she simply seemed like an interesting person among the 300 or so equally interesting people at the conference...

2. During this 10-minute coffee break, about a dozen people came up to her - interrupting our conversation - with that "Oh my god, it's HER" look on their faces... 

3. She interrupted OUR conversation each and every one of those dozen times to greet her fans - mostly strangers mixed in with one or two seemingly more meaningful acquaintances or friends...

So it became clear to me that among a certain subgroup of this conference, Tina WAS indeed a big deal. 

But she lost some points in my book by trading superficial fandom for the possibility of a new connection - even with a "nobody" like me. 

Truth is - put me in a different room, and among an equally teeny-tiny minority of folks, I am the one who is a big deal. But I make damn sure NEVER to treat a conversation partner the way Tina treated me. 

I've had a 5-minute conversation with a new friend at similar events while two, three or even four people start stacking up in my peripheral vision wanting a word with me. Know what I do? I ignore 'em. Politely but with determined focus, I continue my conversation with the person who was gracious enough to share THEIR time and attention with me. 

I'm a big believer in the notion of "love the one you're with" in a professional networking sense. Do anything else and you seem like a needy, egotistical goober who suffers from false celebrity syndrome (FCS - it's deadly). 

Here's my challenge to YOU - in the rooms where YOU are a "big deal," how do you treat your NEW friends, acquaintances, and networking connections?

Do you NEED to collect on every last drop of all that ego satisfaction?

Or are you willing to put your ego aside and act like a "regular person" when you may - or may not - be considered as such in the real world outside that room? 

If you're truly a big deal - regardless of the scope of that statement for you - are you kind, attentive and humble? Or is that just an act until YOUR fans start lining up and asking you to have their picture taken with you? 

It matters much more than a list of who matters. 

What do YOU think? Please leave your COMMENTS, thoughts and experiences below...

Tags: marketing for speakers, marketing speaker, marketing for coaches, consultant marketing, marketing professional services, marketing coaching, motivational speaker marketing, marketing for authors, marketing for consultants, conference speaker, networking

Marketing Speaker: Top 10 Things We Love About Meeting Planners

Guest column by By Kristina Dmytriv
marketing speaker marketing coach successful meetingsAs a marketing speaker, I can safely say that meeting planners are the reason we have SUCCESSFUL meetings.
Courtesy of Cvent, here are the 10 reasons why everyone loves planners. We've also included some stories to aid in planning your next meeting or event.
1. They're always prepared.
No matter how compact the bag, if you need something, a meeting planner can reach into a "Mary Poppins" bag and produce it in a matter of seconds.
2. They know how to be composed. 
While others scramble if things don't go according to plan, meeting planners never let you see them sweat. They're armed with a Plan B... and a Plan C, D, E and F, too.
3. They're wired for possibilities.
Where others see obstacles, meeting planners see potential. They can take the biggest hurdle and turn it into something positive in a matter of minutes.
4. They're masters of the palate.
Even on a shoestring budget, they can whip up a banquet feast that's delicious and healthy, too!
5. They're destination divas.
Wondering where to go on that next vacation? Go find a meeting planner and you'll have destination suggestions to fuel vacation choices for the next decade.
6. They act as protectors of the planet. 
Meeting planners always have a keen eye for protecting the environment, taking the green path at every opportunity. They waste not, yet manage to do so with great flair.
7. They serve as people connectors.
If you have a meeting planner in your circle of friends, you're just three degrees from anyone in the world. They know people who know people and they take great delight in helping others make meaningful connections.
8. They have generous hearts.
Meeting planners are go-givers. They're always looking out for others, even the quietest sheep in the flock. They see the unseen and they will do whatever it takes to help others in need.
9. They always go the extra mile.
Do you need to get something done? If a meeting planner commits to do something, there's no need for reminders. It will get done, on time (or ahead of time) and in the best possible way.
10. They're friendly and fun. 
Meeting planners aren't just experts at creating delightful experiences for others. They are natural born party people, smiling and finding fun even in the least likely places.

What do you think? Share your meeting planner kudos in the Comments section below

Tags: marketing for speakers, marketing speaker, passion, persuasive speech topic, professional services marketing, motivational speaker, professional speaker, marketing ideas, marketing coach, success tips, speaker marketing, networking, public speaker marketing, meeting planner

Networking for professional speakers, consultants, solopreneurs

marketing coach marketing speaker networkingAs a marketing speaker and marketing coach, I can tell you that Networking is one of the most misunderstood marketing terms there is.

Professional speakers, consultants, coaches, and independent professionals either love it or hate it - and no matter which camp you find yourself in, there are probably some misconceptions and misunderstanding that are preventing you from making networking as fully effective as it can be and should be to help you grow your business.

Networking: What is it?

  • Meeting people at events, mixers etc. (the obvious first step)
  • Goal: move it to a different level, namely...

Power networking

  • Introducing people to each other (Netweaving)
  • Having breakfast, lunch, coffee or dinner 1-on-1 to build new key relationships
  • Meeting people in organizations (civic/social; religious; recreational)
  • ASKING people to introduce you to someone
  • Doing favors for people for no reason (random acts of networking kindness)
  • Asking others for help and resources
  • Bringing a group of your own together for brainstorming, mastermind group, etc.

Maximize Your Affiliations

  • Friends, neighbors, church, hobbies, past bosses and colleagues
  • Speakers Bureaus, meeting planners, training companies, event producers
  • Your Professional affiliations (trade, professional, civic, etc)
  • Other colleagues outside of your peer groups such as NSA (speakers), IMC (consultants), or ICF (coaches) 
  • Your Industry affiliations within your target industry groups

Your Keys to Networking Success

  • Over deliver make them look like a genius for referring or connecting you
  • Lead and get involved (raise your visibility and credibility within each group)
  • Serve on committees, projects, and bring “outside” ideas to solve big problems
  • Become known as a connector, a hub, and a linchpin
  • Give three times as much as you hope to get 
How about you? 
Use the COMMENTS area below to share your networking ideas and tips... 


Tags: marketing for speakers, marketing for coaches, personal branding, netweaving, professional speaker marketing, referral marketing, referrals, networking