Do It! Marketing Blog: Marketing for Smart People™

As a speaker, consultant, thought-leading executive or entrepreneur, you may have heard about the importance of building an audience for your work... Sounds great. 

Here are 17 vital differences between a market and an audience.

You can spend YEARS attracting and serving an audience that is NOT your market. And that's just sad, painful, and frustrating. 

These are as pernicious as they are deceptive. 

WHICH of these has been holding you back - confusing you - or set you to wondering how come you're not making more money?

Let's go down the list... 

1. An audience listens - A market pays attention
2. An audience wants entertainment - A market wants to solve problems
3. An audience values an experience - A market values expertise
4. An audience wants to watch - A market wants to act
5. An audience wants information - A market wants implementation
6. An audience reacts - A market responds
7. An audience wants their questions answered - A market wants their answers questioned
8. An audience wants you to be popular - A market wants you to be right
9. An audience asks “What can you do?” - A market asks “What’s next?” and “What else?”
10. An audience says, “Great show!” - A market says, “Great job!”
11. An audience tells their friends - A market tells their boss
12. An audience buys your book - A market reads your book
13. An audience likes your ideas - A market implements your ideas
14. An audience wants your autograph - A market wants to give you their signature
15. An audience applauds - A market refers
16. An audience says, “Thank you” - A market says, “Thank goodness!”

and finally - most important of all - read this next one as often as you need to...

17. An audience will HEAR you - A market will PAY you (well, often, and gladly)

Expert marketers not only build an audience - they develop a market for their value, ideas, products, services, and programs.

Want to apply for your Speaker Strategy Call to see how you can IMPLEMENT some of these concepts right away? Apply for your call here.

I am leading an ExecSense webinar on “How to Get Published as CEO of a VC-Funded Company and How to Make it Work Towards Your Company's Success” on Friday September 28th.

Shhhh... it's NOT just for venture-backed CEOs. It's for YOU!

What we'll talk about:

Marketing used to be about “getting in front of” prospects, delivering your pitch, and making the sale.

Today, buyers increasingly distrust marketing “claims” and expect businesses to show, not tell, when demonstrating their products and services. They shun self-serving salespeople and seek businesses that focus on making a difference, not getting a sale. 

Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas, for instance.

Thought leadership positions you and your company as an industry authority, resource and trusted advisor—by establishing your reputation as a major contributor to your industry.  The exposure you and your organization will receive by focusing on thought leadership in the industry will earn your prospects' trust and credibility AND strengthen your relationships with your current customers.

(For another take on Thought Leadership Marketing, check out Jose Palomino's blog post here)

5 reasons thought leadership marketing really matters for B2B. 

1. Because Prospects Want Your Perspective, Not Your Product

As Jeff Ernst of Forrester Research puts it, “Business buyers don’t “buy” your product or service, they “buy into” your perspective and approach to solving their problems.” 

In other words, your myopic obsession with your individual product or service is a turnoff.

Thought leaders take part in conversations that are bigger than the little niche of the market they represent. You want to show you understand their whole world, not just what your product can do for them. 

2. Because the Sales Process Starts Early and Ends Late

Buyers are out to solve a problem, not a buy a solution. That process starts long before the active buying process does, Ernst notes. And the actual time to investigating the problem to searching out solutions can take months to years. 

Thought leadership helps you get in early, developing a conversation and building relationship with the buyer. This keeps you front-of-mind when you enter that mid-stage and late-stage period of the sales cycle. 

3. Because Your Buyers Use Google

These days people don’t expect to scour your website. They turn to peers on LinkedIn and Twitter, Q&A sites like Focus and Quora, and, more often than not, Google. 

You need to go where your ideal audience is. Once you’re there, your thought leadership content is one of the best ways to get their attention. Google is putting greater focus on identifying content that delivers real value.

Thought leadership is your key to getting found and spread around. 

4. Because Thought Leadership Needs Content, and Content Feeds Social Strategy and Demand Generation

B2B marketing today usually involves a mix of social marketing and demand generation. Both of these require content – compelling content.

The market has a short attention span, which means it’s on you to develop thought leadership that differentiates you from the crowd and gets you heard through the noise. 

5. Because Trust Still Matters

Cynics will tell you that trust doesn’t mean anything in today’s ad-saturated business climate.

They’re wrong, particularly when it comes to B2B marketing. 

It’s imperative that you build conversations that build trust over time, Ernst says. In B2B, where the purchase decisions get more involved and expensive, buyers want to work with brands they know they can trust.

Demonstrating thought leadership implicitly demonstrates you’re a company that can be trusted. 

Adapted in part from Jesse Noyes at Eloqua and Jeff Ernst, principal analyst at Forrester Research.

What does thought leadership mean for you? What strategies have you picked up to become a leader in your industry? Leave a comment and... 

As a marketing speaker and marketing coach, I've seen firsthand that there are three kinds of service business owners and independent professionals - which one are YOU?

1. You may have NO thought-leadership products and wish you did (audios, ebooks, high-value binders,client-pulling premium special reports, etc)...

2. You may have a published book through which you're selling your life's work for $20 a pop and you realize that's not smart professionally or financially...

3. You may have a mix of professionally published and self-published work both electronic and hardcopy but you want a NEW high-value information product that better reflects your current niche, expertise, or opens up an entirely NEW market for your services...and you want it FAST!

Good news...The NEW Product Development Toolkit 8-week group coaching program kicks off on May 10 and you're among the first to hear the details...

http://www.ProductDevelopmentToolkit.com

Somehow, some way, you want to grow your business so you get:

• MORE Leads
• MORE Clients
• MORE Consulting Work
• MORE Professional Services Engagements
• MORE Profits
• MORE Passive Income
• and 100-300% MORE Revenue...

Which will in turn, help you generate:

• MORE Cashflow
• MORE Control
• MORE Products and Services
• MORE Subscribers
• MORE Time Off
• MORE Leverage
• and dramatically MORE Freedom...

Just like YOU, I know what that feels like!

And as a marketing speaker, marketing coach,and former VP of Product Development for a $5 million revenue infopublishing company, I want to show YOU how to enhance your cashflow, grow your client base, and increase your leverage by helping YOU create your NEXT information product FAST.

http://www.ProductDevelopmentToolkit.com

The Product Development Toolkit is perfect for:

1. Experts who have finally realized that givingaway all their information in $20 books iskeeping them broke;

2. Executives fed up with the rat race, who want to start a business built on their personal orprofessional experience and expertise;

3. Professional speakers who are stuck in thebroken business model of chasing after a different audience for speeches every week;

4. Consultants who are stuck in the trading-hours-for-money trap;

5. Independent professionals who want to build their practice, establish their brand, and break away from the pack of "Same-o, Lame-o" competitors.

You'll get a customized product CREATION *and* product MARKETING toolkit that FITS, WORKS and LASTS... and you're also getting the help and support you need over time to IMPLEMENT it to create RESULTS.

Details and application information is onlinefor you here...

http://www.ProductDevelopmentToolkit.com

I look forward to hearing from you if you're one ofthe FEW smart, brave, and committed entrepreneurs who want more leverage, more momentum, more clients, and more fun in your professional services business...Not someday - but right now.

SPECIAL DEAL: As a reader of this blog, you're also getting a $100 discount on Dan Janal's Guaranteed Press Release Service where he will make sure your press release appears on at least 40 media sites with links pointing back to your site -- or its free! Normal price: $795. Your special price: Only $695.  For info, go to www.PressReleaseSender.com and put "David Newman" in the "referrer" box and you'll be mailed a check for $100 for your discount.

Not sure about sending a press release? Get Dan's free report on "How to Get Guaranteed Publicity with Press Releases" at http://www.pressreleasesender.com

What better way to position yourself as a thought leader than to have 40 or more high-traffic media sites SHOWCASE your expertise?

Hope you'll take advantage of BOTH of these opportunities to significantly boost your thought leadership platform!

• Building a coaching culture that promotes candor and dialogue
• Linking strategy, structure, processes, values and human resources
• Balancing strategy and tactics
• Developing road maps for strategic planning and implementation at all levels
• Identifying and developing future high-potential leaders ("HiPos")
• Business literacy and management skills for new managers
• Performance-based coaching and feedback skills for managers and execs
• Persuasion, political savvy, managing without authority, managing upward
• Building "bench strength" in anticipation of the next labor shortage as the economy recovers
• Developing a bottom-line accountable culture
• Motivating workers in uncertain times

What's YOUR take on the list above? Please SHARE and DISCUSS in the comments section below...

As a marketing speaker and marketing coach who works with professional speakers, consultants, and professional services firms, one of THE most frequent questions I get is "How do I find the best places for me to speak so I generate business?"

I always come back with the following key question: What Audiences Are Your Clients In?

What groups do your ideal clients belong to? This will obviously determine which audiences you want to be in front of.

Not sure? Don’t guess – ask!

Here is the script to ask your current clients, prospects, and centers of influence who know your target market well…

“I’m looking to speak more in front of groups of [BUYER PERSONA]. I’d love to get your Advice, Insights, and Recommendations.”

(Thanks to my pal, networking and referral marketing speaker Michael Goldberg for the A-I-R approach!)

Another way to ask might be…

“Of all the industry groups and associations you belong to, which ones provide the most value in terms of the speakers and programs they present?”

With both of these scripts, the natural follow-up discussion would center around your desire to serve this industry/community more and to share information with them that would help them become even more successful.

Likely outcomes from this discussion would include:

• Names of specific groups, associations, and conferences
• Names of specific people serving in board or programming positions
• Names of other executives or decision-makers in the field
• Names of other companies or firms in need of similar information/services
• Specific networking introductions
• Offers of referrals to the individuals they already know
• An opportunity to reciprocate and ask how YOU might be of service to THEM

Resources for Targeting Best-Fit Venues

Finding venues to speak profitably could be like trying to find a needle in a haystack. Here are some resources to help you laser-target your speaking to your best-fit audiences:

• The Directory of Associations online (http://www.marketingsource.com) 
• National Trade and Professional Associations of the United States – hardcopy from http://www.columbiabooks.com
• http://www.LeadershipDirectories.com for access to 500,000 corporate and association decision-makers (this comes at a hefty $5,000 annual fee)
• Your Public Library – free access to high-priced proprietary business databases (Hoovers, D&B Million Dollar Database, InfoUSA)

Have fun, speak well, and go generate some business.

Got questions? Comments? A resource or tip of your own? Please use the COMMENTS sections below and let's hear from YOU...

As a marketing speaker and marketing coach, I have found 14 things that most of my clients (professional speakers, consultants, and professional services firms) can turn to that will keep your e‐zines and blogs timely and fresh.

Here's the list for you - and please use the COMMENTS section below to add your own great ideas... 

1. How‐To Tips. Everybody loves to read “how to’s.” A very short pithy practical tip your reader can use that day. For example, say you were writing to employers interested in OSHA regulations. You may have an article like, 10 Tips You Can Use to Pass Your Safety Inspections.

2. Dialogue with the Reader, Soliciting Feedback and Participation. I love this; it works equally well for an ezine or blog. This allows two‐way communication with your reader. You get to build a real bond with your readers. Your readers can be your best source of material. Pose questions to your readers and promise to publish the answers. For example: In one of my e‐zines I asked my readers to tell me some of their success stories, involving giving out free information. I told them that if I used their information I would give them full credit in my e‐zine.

3. Tips from Friends and Colleagues. This gives you the opportunity to “be seen” as an unbiased source of information. I love to bring in experts covering all sorts of topics. Lets be honest: you and I don’t know everything. If you can bring in experts covering a wide range of topics you become a source of information that your reader can always look to. In one of my e‐zines my friend Paul Karasik gave a great networking tip from his new book “How to Market to High Net‐Worth Households”

4. Plugs for Friends and Clients’ books, e‐books, reports, products and services. Make extra money by creating affiliate relationships, or joint ventures. Becoming an affiliate for someone can be the easiest way to make money. All you do is promote their products for a commission. Alternatively, you can promote a friends product as a favor because you believe your readers would benefit from it. (I do this regularly with a lot of my NSA speaker buddies who offer excellent programs and products to the same target market that I serve. No money changes hands. Just love and referrals.) 

5. Reader Feedback and Contributions. This gives you a chance to create a buzz, controversy and argument. There have been times I have posted information, only to be inundated by readers telling me they agree, or disagree. Either way that is good. It means people are reading.

6. Upcoming Speaking Engagements, Seminars, and Tele‐conferences. If you do any public appearances, some of your readers will want to attend. This is your chance to let them know where you will be and what you will be doing. It is also a great way to meet some of your most loyal readers. Include links to Websites where the reader can register for the event. 

7. What I’ve Done Lately. Your readers will want to see what you have been working on; it is like reality TV. It gives them a sneak peak in to your life and lets prospective new clients see your work.

8. Recommended Vendors. Sometimes you come across a service provider that has helped you out, and you feel would be a godsend to your readers, why not return the favor and promote him in your e‐zine? A copywriter friend of mine recently had a problem with his computer, and a company called Rescue.com saved his bacon.  

9. Useful and Relevant Websites. While you are cruising the net, you may find a Website others don’t know about, that you find useful. Let the world know, get the word out. For example, this ezine marketing course may be exactly what you need to get your ezine marketing back on track!!

10. Mini Book Reviews. If you read a book that you feel may be valuable to your readers let them know, post a link to Amazon and make yourself a couple of bucks if they buy.

11. News Nuggets of Interest. Clip excerpts from industry trade journals that you believe may be relevant to your readers.

12. News About Your New Books. Let your readers know about any books you might be working on.

13. Plugs for Your Own Products. This is where you get a chance to plug your own products. You do not have to feel guilty about selling your products and professional services; your readers want to know what you have to offer. Look at it as a fair trade. You give your reader valuable information, and in return he rewards you by purchasing some of your products. It is totally win/win.

14. Quotations. Many people love to read quotes. A good quote can be inspirational. If you find one you like include it in your next issue.

That's it - so now you have no more excuses NOT to crank out terrific, value-rich ezines and blogs with a lot less effort than you thought.

Got more ideas? Share them in the COMMENTS area below.  

p.s. If you'd like some personalized help - and your very own customized email and phone outreach tools, social media scripts, a killer email signature file, a polished referral blurb and more, check out the Small Biz Outreach Action Packs.

Many people I speak to tell me they do not use e‐zines because they simply do not have the time. As a marketing speaker and marketing coach to very busy CEOs, business owners, other professional speakers, and consultants, I hear you. 

Here's the secret: It only takes me two hours or less per month. And those two hours are some of the highest ROI hours I can spend.

You're getting my simple formula for writing e‐zines that will make your ezine much easier to write - and more profitable to send.

Write five to seven short stories about a topic, one to three paragraphs each. You want the reader to be able to get through each story in under a minute. You do not have an unlimited amount of time with your reader so make sure he can read your entire e‐zine issue in about five minutes.

The next little tip might seem insignificant but I think it is vitally important. Do not put any click links to your stories; you do not want to give the readers mind a chance to wonder, because they are waiting for another page to load.

Many Websites like to give you a brief description of the article and then ask you to click on a link to read the whole article. That is just too many hoops to go through to read the story. Do not have just a story title and first paragraph with a link to the entire article.

Write short articles and include the entire article in the e‐zine itself, not a teaser part.

So here, it is in 4 Simple Steps:

1. 5 – 7 stories

2. 1 – 3 paragraphs each

3. Maximum reading time < 1 minute per story < 5 minutes per issue

4. No click links to stories—the full story is in the e‐zine.

There you have it quick, simple, and effective.

BONUS: Here are 8 more tips for writing an e‐ zine, courtesy of Dan Ranly, www.ranly.com:

1. Write for surfers and scanners

2. Provide information quickly and easily

3. Think both verbally and visually

4. Cut copy in half

5. Use lots of lists and bullets

6. Write in chunks

7. Use hyperlinks

8. Give readers a chance to talk back (feedback)

Feedback from YOU is always welcome in the comments area below...

Brilliant advice from marketing expert Maria Marsala. Maria is a Business Builder and former Wall Street Trader. With her motto of "Powering-UP service businesses and their owners," she provides articles, tips, classes, and resources to do just that. Learn more at www.ElevatingYourBusiness.com 

1. My charge for an initial consultation is "x." If we turn out to be a good match, and you hire me, I'll apply 1/2 of "x" towards your commitment.

2. I'm happy to give you 5 minutes or less of free time, however, most issues are more quickly & effectively resolved in an undisturbed session(s). May we schedule a meeting so I can give you my undivided attention?

3. If someone is very persistent, whip out a stopwatch & say "For $2 a minute I'd be happy to go into this now. May I start the clock & do you prefer to pay with cash or check?"

4. What I can do is refer you to a free resource on "_______."

5. I do work with two pro-bono clients, who are in desperate need financially. I'll take your card and add you to the waiting list.

6. Yes, I do work with clients on "name the issue." Would you like to set up a consultation?

7. That will cost "x" per hour.

8. There's a lot I can do for you that's similar to the work I did for "xyz" client. Would you like to get together and build a marketing plan? (And then charge for those services.)

9. Well, I'd love to suggest something; however, my fees are "xxx" per hour.

10. Are you looking to hire me?

11. Are you looking to hire _____? Well, I'd love to talk to you about that; my fees are "x" per hour."

12. You may call me for a 15-minute talk, very focused, on that issue.

13. "Well, the answer to that question depends" and then spend a few minutes explaining some of the options and considerations. For example, I may explain that the best way to identify the "solution" is to work backward from the desired end result and process. That provides a natural lead-in to: "If I were to work with you on this project, here's how we would do it..."

14. Sorry, I can't answer that unless you pay my fee (or hire me).

15. A complete answer to your question is going to take more than 15 minutes over the phone. Would you like me to send you a proposal on this?

16. I have really enjoyed talking with you and would like to help more. May I send you one of my brochures and a rate card?

17. Do you have a time line and/or budget in mind for solving this problem?

18. Have you looked at cost estimates from others who would like to help you solve this problem or complete this project?

19. It's not a good time for me to begin a session right this minute. Would you like to briefly discuss session times and fees?

20. Are you seeking generic free information on "the topic" or to work with a "your profession here" to address your specific situation? [If I have a free resource, I'll ask for their email address and send it to them.]

21. I provide a general 3-4 sentence overview of how I would address their concern with them. Then I say that I've found that the sorting of the information available and subsequent application of that information is so specific to each individual that I always recommend hiring a "your profession here" for getting that one project completed.

22. Well what I can offer you on that subject is an ebook (CD, audio, etc) called ________. I'll email you the link.

23. Refer them to these "free" or "almost free" resources:

• The library has books/tapes/audios/CD/reference librarians.
• To an outsider, your local SBA and SCORE Offices "look" free. They're really not "free" either. Their classes "cost $" and their advice is paid for by all of us as part of our taxes.
• Find a professional who needs your services and see about some sort of in-kind exchange or barter. Again, this isn't totally free, as you do need to report it on your taxes, but in most cases, there isn't any money exchanged.
• Join lots of ezines by experts in the area you're looking to learn about, but do it quickly while they are still free. And know that the 'best of the best' contain ads and affiliate programs, too.

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!

Guest column by Peter George

When it comes to marketing your services, two facts hold true.

One is, when things are important to people, they buy -- or at least attempt to buy -- from a recognized expert.

The other is, to be most profitable, you must differentiate yourself from your competition. One of the most effective ways to differentiate yourself is to be a recognized expert in your field.

So why don't more people market themselves as experts? It's simple. It's only because they do not believe themselves to be worthy of the title.

Let's take a look at what an expert really is. It is not some mythical stature, achieved by a select few. The Oxford Dictionary defines an expert as "a person who is very knowledgeable about or skilful in a particular area." Nowhere does it state that you have to be the absolute best at what they do.

Take Derek Jeter of the New York Yankees, for example. Is he an expert hitter? You bet. Is he the best hitter to ever play the game? No, but that doesn't make him any less an expert. Is Dr. Arun Singh at Rhode Island Hospital an expert cardiothoracic surgeon. Definitely. Is he the best in the world? Most likely not, but he is one of the very best in the New England region.

How to be recognized as an expert
First and foremost, you have to decide that you are, or will be, an expert. If you need additional knowledge, skill, or experience, get it. Read, take courses, give free services ... do whatever it takes to overcome what it is that keeps you from being an expert. Perhaps all you have to overcome is your fear of sounding pretentious. Don't give this a second thought. By using the word judiciously, this isn't a problem.

Although considering yourself to be an expert is the first step, being considered an expert by your target audience requires consistent demonstration of your expertise. Following are some of the ways you can accomplish this.

Here's one caution. Do not try to become an expert at everything.

I often here people say, "I specialize in all aspect of my profession." I highly doubt that's true. Even if it is, does it benefit them? Would you want to have brain surgery done by a doctor who told you he is a neurosurgeon, cardiologist, otolaryngologist, and proctologist? Probably not.

Speaking
Speaking is an excellent way to showcase your knowledge, accomplishments, and abilities. The opportunities are almost endless. They include being a keynote or breakout speaker at conferences. You can produce your own seminars or do so with the help of your local Chamber of Commerce or other organization. The same is true for workshops. You can serve on a panel at your industry's meetings -- local, regional, or national.

Because there are so many opportunities, you might not know where to begin. My suggestion is that you look at your industry or a related field. If there are monthly meetings, do they have speakers? Are there special events where speakers are featured? Do chambers in other areas of the country invite people in your profession to speak, and if so, on what topics? Once you begin investigating, you'll be surprised at the number of possibilities that exist.

Writing
When I mention writing, people think of newspapers, magazines, and books and that their chances of getting published are slim. Even if that were true, there are many more avenues available to those who want to write about subjects they know well.

Let's discuss writing articles. To begin, you don't have to look any further than the Chambers of Commerce. They are often looking for well-written articles that they can use in their newspapers. You can also provide articles to your local newspaper and industry journals. Of course you can publish your own newsletter or write for someone else's. The correct option is the one that works for you.

Above are some of the outlets for articles on paper. Online vehicles offer you a completely new set of tactics. Just like the paper versions, you can write for your own newsletter (often referred to as an ezine) or for someone else who already has a list of subscribers or recipients.

Another venue for articles is online article repositories and distributors. These are places where you submit your articles for review. If accepted, the articles are included in the databases. From there, people can either read them or actually use them in their online publications. This is done at no charge. How does this help?

The people who use the articles agree to include your resource box. This is where you let readers know how they can benefit from your services or obtain additional information -- much like my resource box at the end of this article.

Writing a book or books is an extremely powerful way to demonstrate that you are an expert. Whether published by publishers or yourself, a book has long been the epitome of writing. Even accomplished news columnists are compelled to write books. And it's not as difficult as you may think.

Let's say you have written a number of articles. Then you have the basis for several chapters in your book. And a book does not have to be lengthy. It can be as short or long as necessary to get its point across. You can also write an e-book, which is a short book that is made available for downloading online.

Other opportunities
The list could go on, but I will conclude with just a few more ideas.

People who are interviewed by the press are looked at as experts.

By prudently sending out press releases and becoming known to the press, you better your chances of being one of the people they turn to.

Speaking of interviews, you may also make yourself available to other experts who are writing their own books or articles and need opinions and personal viewpoints.

Tips sheets and special reports make wonderful products that you can give to your prospects and clients or use as add-ons. These are generally rather short, but they once again indicate that you have sufficient expertise in your field.

Now you have several ways to be a recognized expert in your field. It's time to jump in and start swimming!

-------------------------
Peter George is the marketing coach and recognized expert who is known for helping self-employed professionals attract more clients, make more profits, and have more time to enjoy life. Immediately download "101 Ways to Attract More Clients" at http://MoreClientsMoreProfits.com