Do It! Marketing Blog: Marketing for Smart People™

17 Reasons You’re Not Making Money

17

Had a terrific marketing mentor call with a new client who has made MILES of progress in the short time since we started working together.

During our last conversation, I praised his action-orientation, and the great progress he’s made in recent weeks. He acknowledged how much better he felt about his marketing, positioning, and programs.

But then he asked me a powerful question - “David, if I’ve made this much progress, why am I not making more money?”

I gave him my initial responses (it's still early in the game, not enough prospecting activity, no consistent sales process) but since then I’ve developed many more reasons that speakers, authors, coaches, and consultants aren’t making the money that they know they could and SHOULD be making.

Here are the top 17 reasons YOU might not be making the money you want and deserve. Do a quick self-check with the ones that resonate the most with YOU:

  1. You’re great at delivering your product or service but you’re terrible at marketing and sales
  2. You’re not getting the right kind of marketing or sales help in time – or at all!
  3. You’re not delegating or hiring part-time help to take care of the “intelligent gruntwork.”
  4. You don’t have a business plan/goal/vision/destination in mind, including failure to plan for failure!
  5. You have no differentiation – you’re trying to market me too, “Same-o Lame-o” boring stuff
  6. You don’t take yourself seriously (indicated by homemade business cards, freebie website, trying to cut every corner, etc.)
  7. You over-invest in these same things – fancy business cards, $25,000 website, overly expensive and overly broad advertising, and you think that’s enough
  8. You lack obvious expertise and you ignore thought leadership in your marketing mix
  9. You’re a mass generalist not an expert specialist – you try to be all things to all people
  10. You don’t develop alliances – Stop trying to succeed alone. Joint venture, build alliances, or use strategic partners
  11. You’re not connecting with prospects on their most relevant, urgent, and expensive issues
  12. You don’t have a defined sales process and find yourself winging it almost every time
  13. Your proactive outbound prospecting plan consists of sitting by the phone waiting for it to ring. (Not good!)
  14. You’re forgetting that we live in the Attention Economy - first you must earn your prospects’ attention and only THEN will you have a chance to earn their money
  15. You’re relying too much on one marketing channel (email, social media, direct mail, networking) and your prospects are starting to see you as an annoying pest, not a welcome guest
  16. You’re not adding enough tangible sources of excellence to your marketing mix - in other words, you’re failing to create marketing materials that are too good to throw away!
  17. You underestimate the amount of time and/or money it will take to grow your business successfully. Remember, not all things are going to work the first time. Or the tenth. Plan for experimentation, testing, and thousands of small adjustments along the way

===

do it marketing manifesto free download

p.s. Want to make sure your business is focused on what matters most to maximize your influence AND income?

Download your copy of the Do It! Marketing Manifesto for free right here.

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, trusted advisor marketing, marketing expert, marketing for trainers, sales prospecting, marketing for consultants, sales and marketing, speaker marketing expert

Beware the marketing coach who does not DO

28

OK I have to say it...

I'm getting really REALLY tired of these so-called gurus and coaches who are supposedly teaching people how to "make millions as a [fill in the blank - speaker, author, infomarketer, coach, etc]" yet they have never earned a $5k+ speaking fee, they've never sold more than 1000 books, they've never sold more than a few thousands dollars in infoproducts, and they've never coached more than a few dozen people.

Here's the deal, people - ASK your next coach, guru, teacher, or mentor the following questions based on the subject you're enrolling to learn.

For example...

1. Speaker marketing coach:

  • How many times a year do you speak FOR MONEY? 
  • At what fee? 
  • Who are five of your most recent paid speaking clients?

2. Book marketing coach:

  • Is your book self-published or with a major publisher? 
  • How many books have you sold? 
  • If you claim "bestseller" status - what lists and for how long were you on the list? 
  • Where is your book TODAY in amazon sales rank (less than 25,000 is good)

3. Group coaching/online course creation guru:

  • How many group coaching programs or courses have you run? 
  • Since when have you been filling your own groups? 
  • What's your average enrollment? 
  • At what price point? 
  • Can you show me the sales page for three of your recent programs?

4. Infoproduct coach:

  • How many infoproducts do you currently sell? 
  • What's your monthly sales volume on your top 2-3 products? 
  • Can you show me the sales pages for several of your products?

5. Private Coaching guru:

  • How many private coaching clients do YOU currently work with? 
  • What are your coaching packages and fees? 
  • Do you charge by the hour? (It's a BIG red flag if they say yes!) 
  • What percentage of your coaching business is repeat and referral? 
  • What's the average amount of time and money that clients spend with you?

6. Marketing/business growth coach:

  • How long have you been running your business? 
  • Do you have other sources of income besides this business? 
  • What are they? 
  • What are the typical outcomes clients get from working with you? 
  • Have you DONE what I want to do - or do you just teach it? 
  • How many clients have you worked with? 
  • What separates your successful clients from your not-so-successful ones? 
  • Then check out their recommendations on Linkedin and their client testimonials on their website (how specific are they? how many? how credible? Full attribution with person's name, company, position, etc?)

There are a lot of people out there who LOOK like they have it going on - pitching their "Million Dollar" this and "Million Dollar" that...

Sad to say, a LOT of it is smoke and mirrors. Motivation, inspiration, pretty websites, great photos of smiling, jubilant bootcamp or retreat attendees, a big social media footprint, great looking videos...

But scratch the surface and the gold glitter starts to flake off in big chunks as you realize you've just been taken for a ride by a very pretty or handsome con artist and suddenly, you're out a few thousand dollars (or a lot more) with nothing to show for it except that empty feeling in the pit of your stomach that you're not any closer to achieving your goals for your business, your bank account, or your lifestyle.

Don't follow the herd - you're not a lemming or a sheep.

Find the people who are the REAL DEAL, who only preach what they themselves practice, invest wisely, and choose carefully.

That is all. Rant ends here.

And next time - we'll tackle the rant of the CLIENT who does not do. (That rant might be even juicier than this one, don't you agree?)

 

marketing speaker marketing coach

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Tags: marketing for speakers, consultant marketing, thought leadership marketing, professional services marketing, trusted advisor marketing, marketing expert, marketing professional services firms, marketing coaching, marketing coach, marketing for consultants, do it marketing, small business marketing speaker, small business marketing coach

7 Quick Truths of Business Coaching

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1. Most business coaching isn’t really “coaching” - it’s much more 1-on-1 consulting or training or mentoring. The traditional coaching model assumes that the client has the answers  - the coach shows up only with questions. In most business situations in which you as a speaker, author, consultant, or independent professional would be asked for “coaching” - what the prospect is really asking for is 1-on-1 access to you for both questions AND answers

2. Setting up a coaching or 1-on-1 mentoring profit center can be fast, easy and lucrative - When I started adding 1-on-1 marketing coaching services to my offerings back in 2003, I was working hourly (huge mistake). Even then, I would make between $500-$1500 per month per client. And it took me zero prep because clients were paying to tap into knowledge and expertise that I already had! Today I sell three sessions for $2,500 and 90 days for $8,500. Crazy, right?

3. Coaching is a commodity and most coaches are broke - While this is true (sadly), that doesn’t mean that you can’t break the mold. And also remember that this fact is about traditional life coaching or success coaching - NOT business coaching. According to surveys by the International Coach Federation (ICF), the median annual income for coaches is $29,100. That means that HALF of all coaches make even LESS than that! So obviously, this is NOT the private coaching model that I am recommending to you. Instead…   

4. Adding “private coaching” (really 1-on-1 consulting/mentoring) to your business model can vastly increase your earning potential as a speaker, consultant, author, and high-fee expert. Before I started my marketing coaching practice, my sole source of revenue was speaking and training. Clients and audiences would ask me, “What’s next?” and my answer was limited to “What’s the next seminar or training class you need?” Today, the answer is a scalable, high-profit series of private coaching programs. For each of the past 6 years, I’ve generated over $200,000 in private coaching income. That’s over a million dollars during that time - and that’s in addition to my other revenue streams.  

5. You do NOT need to be a certified coach and work through hundreds of hours of training to offer 1-on-1 private coaching programs - All you need is a well-packaged program, a systematic and repeatable process, and some structure for how you want to deliver value in a highly-personalized 1-on-1 relationship with your very best clients who will happily pay premium fees for direct access to you and the expertise you already have.  

6. People WANT to take you home. If you’re a successful speaker, consultant, author, or high-fee expert, buying private coaching from you can be a huge ego-boost for high-achieving executives and entrepreneurs. If your private coaching program is systematized, well-marketed, and well-documented - it will be extremely well-received by clients. Yet so many folks can't quite crack the code of how to add private 1-on-1 coaching to their professional practice…

7. It’s both easier - and harder - than it looks. Read this post for a cautionary tale about a completely unethical and incompetent way to offer private coaching programs. That is NOT the path I recommend. Rather, you need to sit back and strategically decide how to create, promote and profit from private coaching programs you can build around the expertise you ALREADY have. If you want some fast-track help to make the planning, implementation, and monetization way easier, faster, and more profitable, book a free strategy call with one of our coaches.

p.s. Want to apply for your Speaker Strategy Call to see how you can USE some of these ideas right away? Apply for your call here.

 

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, marketing professional services, trusted advisor marketing, marketing for trainers, marketing coaching, selling professional services, professional speaker marketing, marketing coach, marketing for authors, marketing for consultants, doit marketing, do it marketing

These 7 Strategies Will Make Your Marketing WORK

As one of the few experts who only preaches what I practice - and what has worked for hundreds of my students - here's the real deal on the 7 key strategies that need to be firing on all cylinders for your business to grow.

Questions I get from smart cookies like you all the time:

  • David, what does it take to gain pre-eminence in my market?
  • How can I become the go-to person in my topic/niche?
  • Why am I still wrestling with the feast-or-famine revenue roller coaster?
  • How can I set and get premium fees when clients are tight with budgets?
  • How can I expand my reach, grow my list & build my platform?
  • How can I recession-proof my business so that I make money regardless of the economy and industry ups and downs?
  • I'm plenty busy - why aren't I making more money? 

All these questions have their answers hidden in one of 7 key areas of your thought-leadership business as a consultant, speaker, coach, author or independent professional...

Let's explore each one - and see how you can tune, tweak, and improve anything that's missing, not performing, or could use a major overhaul in YOUR business...

1. Speaking - obviously, this is my area of expertise. Having a solid speaker marketing strategy is vital to help you gain visibility in front of audiences who matter (aka buyers and decision-makers); generate leads for your back-end professional services; and generate significant revenue in paid professional speaking fees for your workshops, seminars, keynotes, trainings, workshops, and private events. Speaking is one of the most powerful lead-generators and revenue-generators in your expertise-driven business.

But how do you scale this above and beyond the audiences that you can reach through live speaking? The next pie slice has your answer...

2. Online Courses - The most successful experts, speakers, consultants, and coaches are embracing the power of online courses, e-learning, and digital distribution methods for their expertise. The first benefit here is pure scalability - your business can reach thousands (or tens of thousands) of ideal customers, prospects, and buyers through the power of online courses. As a source of revenue, online courses are hard to beat because you create it once - and get paid over and over and over. This allows you to create a freedom-based business where your value is no longer tied to your personal time, attention, and presence. Jackpot!!

But now how do you reach those thousands of eager prospects, buyers, and decision-makers? Let's look at the next piece of the pie...

3. Webinars - The day I fully embraced webinar marketing back in 2012, my entire business - heck, my entire life - changed dramatically. We are living in an "Attention Economy" - meaning, when it comes to getting clients, you first need to earn their attention and only then do you get the chance to earn their money :o) The #1 best way to deliver massive value to your subscribers, fans, followers, prospects, and buyers is with content-rich webinars that teach actionable strategies, tactics, and tools. You need to be radically helpful and radically generous. This is what converts strangers to friends and friends to prospects and prospects to paying customers who love you, buy, repeat, recommend, and refer like crazy.

But webinars presented here and there sporadically and without a clear strategy are not going to do the trick. So you need...

4. Funnels - A marketing funnel is simply a fancy word for a programmatic sequence of touchpoints - emails, videos, blog posts, webinars, PDFs, and other helpful communications - delivered in a specific sequence to a specific subset of people specifically interested in a certain one of your products, services, or programs. A marketing funnel is your lifeline that keeps you connected to prospects who are at various phases of the buying cycle - from merely interested in the topic (browsers) all the way to committed to investing in your solutions/services (buyers). A well-designed marketing funnel will take a cold lead from initial contact to signed contract in a pre-determined sequence designed to both add value, and extend offers and invitations to your relevant investable opportunities. Without a marketing funnel in place, you will never get off the "feast or famine" revenue roller coaster. And worse, you risk alienating people who are NOT interested in buying today while completely missing out on sales to the hot prospects who are ready to buy right now.

But what about long-term stability and predictable revenue? The best way to share your expertise and gain this benefit is...

5. Consulting/Coaching - Having longer-term engagements on your service menu - such as 90-day coaching packages or year-long consulting programs or monthly facilitated mastermind roundtables - is a great way to increase your impact on client results. Remember, people don't really value transactions - but they VERY much value programs and services that deliver transformation. And delivering results over a sustained period of time is the best way to guarantee your clients' success. Because of the greater depth, breadth, and duration of these engagements, it is much easier to get premium fees from premium clients who are deeply committed to the transformation you offer that will get them the results they truly want. These longer-term engagements also provide the foundation of your financial stability because the income is significant and ongoing.

But then how do you capture "lightning in a bottle" to let all the folks who can't afford your consulting or coaching know you are the real-deal resource who can help them when they're ready to transform?

6. Publishing - One of the best ways to do this is with publishing a nonfiction business book based on the expertise you already have. Writing, publishing, and promoting a business book that captures your methodology, training, and tools is an outstanding way to build your platform, expand your reach, and establish your authority as the "go-to" expert in your specific topic, niche, or industry. After all, you "wrote the book" on it so you must be a highly credible expert. And - some tough love coming up here - your book needs to be excellent. Not just good or very good, but truly great. It does NOT need to be long - in fact, the bestselling business books of all time are less than 120 pages in a small 5x7 trade publishing format. But just writing a book for the sake of having a book (and a crappy one at that) is definitely not going to help promote your expertise. That's why the book needs to be marketed, launched, and sold for the long-term impact it can have on your professional success.

And what makes all of these components really take off? It's about how you articulate and distinguish them with your messaging and packaging, which means you need to master...

7. Copywriting - Copywriting has nothing to do with patents, trademarks and copyright notices ;o) "Copy" is written content conveyed through online media and print materials. Copywriting is one of the most essential elements of effective marketing and successful selling. It is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action. Good copy resonates with the reader and is relevant, valuable, attractive, and effective in communicating the value, impact, results, outcomes, and emotional payoffs tied to investing in and benefitting from your products, services, or programs. The better you are at copywriting, the more prospects, leads, and sales you will generate because you'll be able to quickly get your prospects to "get it, need it, and want it" when considering buying from you.

 Grab your FREE copy of the Strategic Marketing eBook.

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Tags: marketing for speakers, thought leadership marketing, professional services marketing, trusted advisor marketing, product development, professional speaker marketing, marketing for authors, marketing for consultants, thought leadership, doit marketing, doitmarketing, product development for experts, 50 shades of pay

50 Shades of Pay

doit marketing 50ShadesofPay

Strap in and hang on - you are getting the mother lode of product development ideas right here in this post. Yes, that's right - below are 50+ ideas to help you productize, monetize and distribute your expertise.

Why is this important to you? (Yes, MORE important than reading about 50 shades of whips, handcuffs and lingerie...)

Well, here are some questions to help you answer that for yourself...

As a speaker, author, or thought-leading professional, do you...

  • Feel exhausted by long days filled with time-consuming one-on-one client work, running from one meeting to the next, and an endless stream of emails and phone calls... 
  • Find yourself frustrated by chasing the broken business model of trading hours for dollars... 
  • Fear that your business is taking over your life with less and less free time for creative play, family and friends, and proactive planning and business development... 
  • Wish you could LEVERAGE yourself and your knowledge to generate more PASSIVE income... 
  • Want to figure out how to work with better clients while making even MORE money and working LESS? (Yes, really!!) 

Shhh... Here's the SECRET you don't want your friends, clients, spouse, neighbors, or colleagues to know: Although you are very successful, you still want MORE... and you're really not sure how to get to that next level...

Somehow, some way, you want to grow your thought leadership platform so you get:

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

Which will in turn, help you generate:

  • MORE Clarity 
  • MORE Confidence 
  • MORE Control 
  • MORE Cashflow 
  • MORE Time Off 
  • MORE Leverage 
  • and dramatically MORE Freedom...

The secret to adding LEVERAGE to your business is to DIVERSIFY the methods and media with which you share your expertise with the world.

You can use the online course methodology to create ANY of the following:

  1. Paid online courses (to generate revenue) 
  2. Free online courses (to generate leads)
  3. Books
  4. Booklets
  5. E-books
  6. Minibuks
  7. Workbooks
  8. Field guides
  9. Study guides
  10. Manager's guides
  11. Survey and research tools
  12. Template packs
  13. Audio programs on CD
  14. Audio programs as mp3 downloads
  15. Audio podcasts
  16. Audio interview series
  17. Audio quick-takes
  18. Video programs on DVD
  19. Video programs on streaming media
  20. Video subscription series
  21. On-demand video mini-lessons
  22. E-learning modules 
  23. 12-36 month consulting packages
  24. 3-12 month coaching programs
  25. Teleseminars
  26. Special reports
  27. >>> Quick station break - article continues below and you'll want to get your hot little hands on this free speaker profit maximizer cheat sheet >>> 
  28. White papers
  29. Webinars
  30. Action Packs
  31. Implementation Kits
  32. Meeting Starters
  33. Email courses
  34. Online forums
  35. Assessments
  36. Toolkits
  37. Card decks
  38. Manuals
  39. Handbooks
  40. Laminated quick reference guides
  41. Personality profiles
  42. Games
  43. Online quizzes
  44. iPhone apps
  45. Android apps
  46. Mentor programs
  47. Self-coaching materials
  48. Membership websites
  49. Audio Powerpoints
  50. Roadmaps
  51. Checklists
  52. Worksheets
  53. Reminder cards
  54. Posters
  55. Flipbooks
  56. Master classes
  57. Bootcamps
  58. Executive mastermind groups
  59. Certification programs
  60. Licensing programs

...the list is limited only by your imagination, your personal preferences, and your revenue-generating goals for your product(s) and your business.

 

Tags: marketing for speakers, thought leadership marketing, professional services marketing, trusted advisor marketing, product development, professional speaker marketing, marketing for authors, marketing for consultants, thought leadership, doit marketing, doitmarketing, product development for experts, 50 shades of pay

Imagine Yourself (Lucky 13)

LUCKY13

  • Imagine you're focused
  • Imagine it's working 
  • Imagine you've mastered marketing
  • Imagine you truly enjoy selling 
  • Imagine clients must qualify for you 
  • Imagine you're worth premium fees
  • Imagine you have unlimited prospects
  • Imagine money flowing easily to you
  • Imagine punching people in the face with value 
  • Imagine your money worries fading away
  • Imagine a clear game plan that you execute on daily
  • Imagine your business doubling, then tripling
  • Imagine working only when you want 
  • Imagine doing only work you want to do and delegating or outsourcing everything else
  • Imagine you are #1
  • Imagine you're a rock star in your industry 
  • Imagine you're booked solid 
  • Imagine you have your pick of high-profit projects
  • Imagine moving from five figures to six figures - or from six figures to multiple six figures on your way to seven!
  • Imagine speaking to hundreds of people regularly 
  • Imagine partnering with other experts whom you look up to as role models and now are lucky enough to call friends
  • Imagine generating thousands of web visitors 
  • Imagine building a huge tribe of loyal followers, fans, and subscribers 
  • Imagine doing this all in 13 days, 13 weeks, 13 months, or if you're really slow and silly (like me) 13 years 
  • You can do it

p.s. I know you can
Because I did
Starting 13 years ago today
Knowing what I know now, I'm confident YOU can do much (or all) of this in the next 13 months 

Do your future self a favor: 
Start.
Right.
Now.

Tags: marketing for speakers, marketing for coaches, thought leadership marketing, trusted advisor marketing, marketing coaching, success tips, marketing consultant, marketing for consultants

Marketing coach: Focus on this ONE vital key to your success

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Develop a relentless focus...
A relentless focus on what matters most. 

What. 

Matters. 

Most. 

Every single day. 

Focus on it.

Refocus on it. 

Repeat it. Reinforce it. Review it. 

Remind yourself.

Think, strategize, and DO accordingly. 

Here's to an amazing, prosperous, and successful year for you, your family, your business and your bank account!

===

do it marketing manifesto free download

p.s. Want to make sure your year is focused on what matters most?

Download your copy of the Do It! Marketing Manifesto for free right here.

Tags: marketing speaker, thought leadership marketing, solopreneur marketing, marketing professional services, trusted advisor marketing, marketing professional services firms, marketing strategist, marketing for consultants

Marketing Coach: 10 Strategies for Crushing It in 2015 and Beyond

marketing plan new year planning small businessIf you want to make the next 12 months more successful, more profitable, and more productive than the last 12 months, these ten strategies are for you.

By the way, this list isn’t just for a new calendar year – you can revisit this list at any time and create a real turning point in your business if you’re willing to reboot, reinvigorate, and reimagine your business success.

  1. List the three most important objectives for your business over the next year. These should be critical “big picture” accomplishments that will lead to profits and future achievement.
  2. For each objective listed above, identify your responsibility in achieving the objective. WHAT will you do? HOW will you do it? WHEN will you do it?
  3. Be crystal clear in separating strategies (how and why items) from tactics (what and when items) and use “Verb-noun-date” format to create specific action steps and put them on your calendar.
  4. Don’t think of the year as a whole. Break it down to monthly metrics and put quarterly goal-planning reviews on your calendar so you can adjust the dials on your plan, measure results, and take a strategic look at your marketing, sales, and business development activities every 90 days while keeping a close eye on results (profits, clients, projects, revenue) every 30 days.
  5. Don’t go it alone. Remember, lone wolves starve to death. Think of partners, allies, referral sources, influencers and joint venture partners who can help you leapfrog over obstacles and who are a great supplement and complement to your own products and services. Contact them and build (or grow) your relationship with them so you can collaborate more closely – starting right now.
  6. Write down a list of professional development goals for the next 12 months. What do you want to learn, do, or become as a business owner? Go to conferences? Gain additional certifications or professional designations? Speak more? Get more articles published? Be specific and put these activities on your calendar so you make sure they happen.
  7. Write down a list of personal goals for the next 12 months. What do you want to accomplish for yourself and how would you like to grow personally? Spend more time with your partner? Stay connected with your kids as they grow up and/or pursue their college or post-college adventures? Dig deeper into a special hobby or sport? Drop 10 pounds? Run a 5K? More golf? More vacation time? Where? When? With whom? Map it out to make it happen!
  8. Don’t get distracted. Shiny object syndrome has a powerful pull on most entrepreneurs and business owners. Stay focused on the big picture goals you set in Step 1 above – and then relentlessly ask yourself for every new idea, initiative or project, “Does this support one of my three goals? If so, how?” And don’t let yourself off the hook as easily as you might have done in the past. If it’s a no, it’s a no. Metaphorically speaking, stop opening up hot dog stands in the parking lot and redouble your efforts to make your gourmet restaurant thrive!
  9. Live out of your calendar, not your inbox. Plan your day – what MUST get done and WHEN? Chunk your day down into blocks and assign specific tasks to those blocks – Phone calls, emails, client tasks, whatever it is YOU want to do that will move you closer to your GOALS. Keep that calendar under your nose. All day. Make it your default screen. Hide, minimize or (gasp) close your email until “check email” pops up on your calendar.
  10. Breathe. Relax. You got this. Any time you’re creating an inflection point in your business, it can be scary. You’re letting go of the old – letting go of what no longer works or what no longer serves you well. And you’re embracing the new – the untried, the uncomfortable, perhaps even what seems risky. But the biggest risks of all are stagnation, arrogance, or complacency. Remember: a bend in the road is never a dead end… unless you fail to turn.
Marketing coach 10 strategies for new year planning

Ready to rock your 2015?

Grab your free copy of the Do It! Marketing Manifesto and get ready to go, go, GO!!!

Smart marketing is all about helping you generate MORE leads, BETTER prospects, and BIGGER sales. That also happens to be the purpose of this cheeky, powerful little manifesto. Grab yours here

Tags: marketing for speakers, marketing speaker, marketing for coaches, thought leadership marketing, marketing professional services, trusted advisor marketing, marketing professional services firms, small business marketing, marketing for consultants

BOO! 17 things that should scare the heck out of you

24

Halloween can be a scary time.

In honor of this sugar-filled yet frightful holiday, here are 17 things that should scare the heck out of YOU and any small business owner, entrepreneur, or independent professional...

  1. Prospects who lie. And they all lie all the time.
  2. Business partnerships. No, no, noooooo!!! Don’t do it. EVER.
  3. Arrogance
  4. Complacency
  5. Inertia (Yours and your prospects and clients too)
  6. Not having a sales process - or not sticking to the one you have
  7. Nightmare clients from hell
  8. Tire-kickers, price shoppers, and broke-ass losers
  9. Social media overload
  10. Making payroll every two weeks - even if it’s only paying yourself
  11. Hiring, firing, and everything in between
  12. Prospects who ask for free consulting
  13. Not hiring a great IP attorney to protect your brand/ logo/ trademarks
  14. Waking up in a cold sweat realizing your REAL job is sales
  15. Prospects seeing your products, services, and programs as a commodity
  16. Not outsourcing and delegating everything you possibly can
  17. Collecting great marketing ideas - but never implementing them (Aaarghhhhh!!)

What would YOU add to this list?

Please leave a comment below and let's discuss...

short blog posts

Tags: marketing for speakers, marketing for coaches, consultant marketing, thought leadership marketing, coach marketing, teleseminar marketing, teleseminar selling, trusted advisor marketing, marketing for trainers, marketing for authors, marketing for consultants, do it marketing, lead generation

6 Reasons Why I Spent $1000 When I Could've Bought a $20 Book Instead

25b

6 Reasons Why I Spent $1000 When I Could've Bought a $20 Book on Amazon Instead - and Why YOU Might Want to Do the Same...

Some of my friends and clients are surprised that as the marketing coach and "marketing guru," I still invest in other people's courses, programs, and seminars.

Well, stop being surprised.

Truth is, all the top experts in any field are continually learning, developing, and studying the brilliance of others.

I've had folks take MY courses who were incredibly successful, 7-figure+ consultants, speakers, and entrepreneurs.

Why? Not because I knew "more" than they did - but I did have some specialized knowledge, strategies, expertise and experience that they lacked. As top-performing (and top-earning) experts, they recognized the gap - and wanted to fill it. Thus, they signed up to work with me, either 1-on-1 or through one of my online group trainings.

Which brings me back to the main story - why I spent $1,000 when I could've (maybe) gotten the same info from a $20 book.

Here's what I mean...

A few weeks ago, I signed up for Amy Porterfield's Facebook Profits Lab. It is an amazing program - and no, I'm not an affiliate and there's no link and I don't want you to sign up for anything. The program has two levels - $397 for the basic course and $997 for the VIP level where you get access to Amy and her team and get some very cool bonus materials.

The kicker?

Amy co-authored a $20 book - Facebook Marketing All-in-One for Dummies - that contains much, if not all, of the same information.

I could've just bought that, right? Well... No actually.

Here are 6 reasons I invested with Amy and spent $980 more than I "had" to...

  1. Social media and digital marketing (Facebook especially) changes by the week. Any book is going to be instantly outdated upon publication.
  2. I loved the way Amy ran the (huge) marketing campaign to fill her course. She won me over not only with what she was teaching, but what she was DOING to get me to buy.
  3. The free content Amy provided during her launch was nothing short of top-notch. Detailed, specific, actionable, and valuable. I could've just consumed the free content and learned a ton. Ironically, that's why I bought. Don't lose the impact of this point. If your free content is a "Happy Meal" in itself, it makes people MORE hungry (not less) for your full 7-course gourmet experience.
  4. Part of what Amy offered (and part of what I've always offered in every one of my group training programs) is to not only TEACH you, but to SHOW you what she does in her own business with the exact same strategies you're learning. This "preach only what you practice" approach is sadly rare in our business. Most gurus only scratch the surface and almost never reveal what's REALLY working for them right now, in today's market, with today's technology, tools, and platforms. Amy shows you. I show you. That's worth gold right there.
  5. Community is huge. Part of Amy's program (and again, this is something I've done since 2008) is to connect her students with each other. This provides a learning environment that is so much more motivating, actionable, and collaborative. Back in the day, I used Yahoo Groups to provide a private forum and "online hangout" for the participants in my programs. Then in later years, moved to Linkedin, and most recently started using Private Facebook Groups which works best of all. Part of why I invested at the $997 VIP level with Amy was her "VIP Only" Facebook group with personal access to Amy and her team plus all the other VIP level members. The idea is to connect your community so they can ask and answer questions of each other, share success stories, ask for feedback, get advice, insights and recommendations from you and from others, and build a sense of shared momentum. In one of my group programs earlier this year, we had over 100 pieces of completed work posted in our collaborative forum. Seeing other's progress motivated people and it just built up to a point where everyone was crushing it. Yay!! That's the point, right?
  6. You need to sell the way you buy. I could not, in good conscience, ask YOU to invest with me if I refuse to invest in myself. This one is multi-layered - but just think about it... Imagine if I asked you to spend money to learn from me BUT I don't spend money to learn from others. What a huge psychological disconnect that would be! Of course I believe in my heart and soul that you should invest with me to learn something valuable, profitable, and immediately actionable like speaker marketing, book marketing, or how to run profitable coaching programs. Why? Because I invest in myself all the time to learn more about new things that are outside of my expertise like podcasting, Facebook advertising, and joint venture marketing. If you don't buy because you believe - you'll never be able to sell because you believe... and that's where your sales success DNA (core beliefs, mindset, skill set) lives!!
So put down that $20 book. How could you multiply your investment AND magnify your results?

Download this FREE Do It! Marketing Manifesto, where you'll discover the four levels of marketing and how to use each.

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Tags: marketing for speakers, marketing for coaches, thought leadership marketing, marketing professional services, professional services marketing, trusted advisor marketing, marketing expert, marketing for trainers, selling professional services, marketing for authors, marketing for consultants, content marketing