Post on 11-Jul-2020
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How to Create a Strategic Marketing Blueprint
1 | P a g e C o p y r i g h t P a t I y e r
How to Create a Strategic Marketing Blueprint
[Slide 1]
Pat: Good evening, this is Pat Iyer and with me is David Newman. In this
session David is going to be deeply diving into developing "Your
Strategic Marketing Blueprint."
David has a lot of experience in consulting as an entrepreneur, as a
speaker, as a businessman, and a business owner. I'm so excited that
he's been able to join us tonight. I've heard David speak before and he
has a way of using his sense of humor and his knowledge based on
lots of different aspects of being in business to share his concepts.
David, please begin your slides and as a reminder to the audience you
have a question panel in front of you. If you've got questions or
comments they come to me. You are muted so we won’t hear any
background noise in your location, so please ask a question. We will
be building in some polls in this program as we've done the two
previous sessions, so we'll ask you to participate in those as well.
Please start, David.
David: Thank you Pat.
Well welcome everybody. This is in fact "Your Strategic Marketing
Blueprint", so you're in the right place at the right time.
I just want to welcome everybody and thank you for number one
investing in your own success by joining us. And then thank you also
for investing your time and your energy in taking the steps we're
going to give you during this program to move you from ideas into
action and implementation.
[Slide 2]
As Pat mentioned my name is David Newman and I am the author of
this fabulous book called, "Do It! Marketing". The subtitle there is "77
Instant Action Ideas to Boost Sales, Maximize Profits, and Crush
Your Competition". So it's not really a book about Godzilla and
crushing and crumbling and chomping, but it is about winning. It's
about winning in your business and making sure that you're doing all
the things right to grow your business.
2 | P a g e C o p y r i g h t P a t I y e r
Before we jump into tonight's content you also need to know that
there's a special gift waiting for you at the end of this program.
Whether you call it a gift or a reward or a bribe, and I guess it's all
three of those things really, it's definitely going to be worthwhile
hanging out until the bitter end so let's begin.
[Slide 3]
The first thing that I want to encourage you to do and you can do it
with me. I'm going to do it right here and right along with you. I'd like
to encourage you to take a nice deep long breath and just a nice inhale
and exhale.
I don't know about you but I think that may have been the first actual
breath that I took all day today. If you're like me it may be the first
breath that you've taken today as well. The reason I'm encouraging
you to do that is because the first key to success after you've decided
to make a change, reboot your marketing, shift your business, start
taking the revenue side of your business more seriously or whatever
your situation the first step there is that you want to take a deep
breath. Mentally, physically, spiritually, and psychologically just to
get re-centered and to let go of some of the craziness that you may be
experiencing in your business right now.
What am I talking about? You may be unfocused. You may be doing
too much low fee work. You may be stuck with the wrong kinds of
clients. You may be taking on the wrong kinds of projects. If you're
running a slightly larger firm you may even be bringing on the wrong
kinds of employees or contractors or salespeople who never seem to
end up working out or meeting their goals.
[Slide 4]
Now after your deep breath what I would also recommend is that you
stop beating yourself up about all those things just for a moment. I
want you to not only take that deep breath, but I want you to stop.
What I put here on the slide is "Stop the Crazy to Start the Money",
meaning stop any self criticism. Stop the negative mind chatter. Stop
all the coulda, shoulda, mighta, woulda. This has worked for him,
that's worked for her, how come I can't get anything to work for me,
3 | P a g e C o p y r i g h t P a t I y e r
how'd she get that to work for her or how did he get that to work for
him.
If any of this sounds familiar I'm going to ask Pat just to throw up our
first survey question about this phenomenon of the negative mind
chatter and the negative self talk. Pat, can we just pop that up there
real quick?
[Polling Question 1]
Pat: Sure.
All right what you see on the screen in front of you are two answers to
the question about negative mind chatter: "Does that sound familiar to
you?"
Please use your cursor and click the little white circle next to either
the "A" or the "B", whichever resonates with you.
David: We can have a very self confident group here and then this isn't even a
problem for them - "No, no, I've never had any negative self talk. I am
full of self esteem. I am full of self confidence, especially when it
comes to marketing, so this is never a problem."
OR
We can have some humans on the call and maybe they've wrestled
with this. Now I can't see the survey, but Pat, what are some of the
answers coming in?
Pat: It looks like just about everybody has voted so I'm going to share the
results. You'll see that 88% agree with you David and 13% say, "No,
the negative mind talk does not sound familiar to me."
David: I want to hangout with that 13th percent and find out how did you do
it and I love you and I admire the heck out of you. Maybe you've done
some work on this and we all need to do work on this. I mean this is
my point and this is why I bring this up. What we're really here to do
is press that big stop button that you see on my slide here back on the
screen.
Tonight's session and the entire program that Pat has put together for
you I think will be vastly helpful. I'm going to share some of the ideas
4 | P a g e C o p y r i g h t P a t I y e r
from the "Do It! Marketing" book. I'm going to share some ideas that
are not in the "Do It! Marketing" book that are only available to you
tonight because you invested in Pat's program, so that's the good
news. But, good job in being honest about that negative self talk and
sometimes the damaging impact that it can have.
[Slide 5]
All right, let us move on.
The fun thing and I think the valuable thing about our program is that
your notes are going to be about your business. They are not going to
be about my slides and because of that I'd like you to approach this as
a strategy session. Don't think of this as a webinar. Don't think of this
as training. Think of this as a strategy session with just you and me
and Pat all working on your business. Now you're going to be the
captain of that team and your notes should be specifically about how
to apply some of the strategies, systems, templates, and tactics that
we're sharing with you.
So if we have a clean slate there are "4 Levels" of marketing that I'm
going to map out here in the next couple of minutes and then we're
going to look at what you're doing with them currently. We're going to
look at what things might deserve to go back onto your clean slate and
what things you might want to let go of.
You clean the slate. It's now nice, efficient and manageable. You're
not overwhelmed. You're not frustrated. You're not making yourself
nuts. It would not make any sense to put everything back onto the
marketing plate once you've cleared it and you've made your
selections and you made some good decisions. That's the purpose of
tonight. We're going to start out here in the next minute or two,
breathe, stop, a clean slate, and mindset.
[Slide 6]
Let's start with the 4 Levels of Marketing:
There are four things that you need to focus on or 4 Levels, if you
will. The 4 Levels are "Strategy", "Tactics", "Initiatives", and "Action
Steps".
5 | P a g e C o p y r i g h t P a t I y e r
In my opinion when you watch a webinar like this one, when you go
to a conference, when you go to your Mastermind Group for help,
even when you start searching the internet for answers, resources,
ideas to grow your business, the number one source of overwhelm is
when you've heard a whole bunch of strategies, a whole bunch of
tactics, a whole bunch of initiatives, a whole bunch of action steps and
you don't know the difference.
1. You can't do them all.
2. You can't even prioritize or figure out how to start to think
about them.
3. We can't even distinguish which one is which and why and how
it might work for us.
So let's unpack this craziness right now. We're going to spend the next
couple of minutes unpacking this and then we'll see where you are
plugging into some of these 4 Levels of what you're doing to market
your business.
[Slide 7]
If you're serious about marketing, and I think everybody on this call is
serious about their marketing, this concept is incredibly important.
Because you need the mindset, "Okay, here are the 4 Levels David is
talking about, how do these apply to me? How do these apply to my
business? How can I plug this into what I'm doing minus the
overwhelm and minus the crazy without getting pulled into 17
different directions?"
If you can't do that it's just going to be more information. I'm a firm
believer that you don't need more information. You need relevant high
impact information you can act on otherwise your marketing game
plan looks like this traffic sign where everything is going in 17
different directions. It's all twisted and crazy and the sign says "Good
Luck". So if you felt like your marketing plan has looked like this in
the past I think the 4 Levels will be very helpful to you.
[Slide 8]
All right, let's talk about Level 1 which is "Strategy":
6 | P a g e C o p y r i g h t P a t I y e r
A "Strategy" is a big picture area of your business. It could be a
marketing strategy. It could be a selling strategy. It could be a
financial strategy. It could be an operational strategy.
Let's take a quick example here and then we'll back this up and see
how the 4 Levels all fit together.
[Slide 9]
Let's say you come across someone who tells you that Twitter is just
amazing. "Man oh man, I love Twitter. Twitter is awesome. I have
built my business on Twitter. I am growing by leaps and bounds. My
friend, I'm here to tell you it's all about Twitter, Twitter, Twitter."
Now let's say that this is a person that you respect. Let's say that he is
using this and it fits his business beautifully and you admire their
successful business and now you start to think, "Oh man, I've missed
the boat. It's all about Twitter. This guy is right. It's all about Twitter,
Twitter, Twitter. This guy built his business on Twitter. I can probably
build my business on Twitter. Maybe I should. Maybe I'm totally
missing it."
Well, here's where the 4 Levels comes into play. You can take that
little bit of crazy episode that you just had and let's put it in the filter.
[Slide 10]
So internet marketing is the strategy. Internet marketing is the big
giant umbrella over Twitter that if we were to look at Twitter you
have a clean slate, a clean legal pad in front of you. So you say,
"Okay, to what extent am I going to use an internet marketing strategy
in the sales, marketing, and business development aspect of my
business?"
You're at the top of the pyramid, high level, big vista, and big picture.
You're looking over the mountain tops there. Is internet marketing one
of your strategies? If the answer is yes then let's graduate down to the
next level. The "Tactic" under that would be social media. There's a
lot going on via the internet, folks, that's not social media: search
engine optimization, your website, the structure of your web presence,
blogging, and email marketing. There's dozens of internet marketing
7 | P a g e C o p y r i g h t P a t I y e r
strategies. Social media happens to be one bucket under that, so social
media is the group of tactics, Level 2.
An "Initiative" going one level further down would be "I'm going to
start using Twitter. This is Level 3 now. "I'm going to start using
Twitter. I'm going to start understanding it. I might read a book. I
might go to some websites. I might grab some free e-books or
download Twitter 101 Using Twitter for Business and all those
fabulous free resources that are out there. I'm going to become
educated on that "Initiative".
[Slide 11]
Now here's the "Action Step". Here's Level 4. Here's the secret sauce
by the way, folks.
The "Action Step" always takes this format:
Verb
Noun
Date
"Set up my Twitter account by Wednesday."
Setup is the verb. My Twitter account is the noun. By Wednesday is
the date or the deadline.
Here's another one:
"Load my first 30 tweets into HootSuite by Friday."
Load is the verb. First 30 tweets is the noun. Into HootSuite by Friday,
Friday is the date or the deadline.
The last one:
"Find 100 influential people to follow in my industry by Monday."
Find is the verb. 100 influential people is the noun. By Monday is the
date.
8 | P a g e C o p y r i g h t P a t I y e r
That's the definition of an "Action Step". An "Action Step" is
something that you can move to your calendar. So it really takes it
down to, "What am I doing today? What's on my priority to-do list
today?"
Not what's on my to-do list because your to-do list could be 50
different things, but what are my Top 2 or 3 most important marketing
"Action Steps" that I need to do based on the "Strategies" I've
"Initiatives" that I've designed for myself.
"What are the action steps I can put on my calendar to get it done?"
[Slide 12]
So think about if you're in the insurance industry or if you sell into or
through the insurance industry, for an example. Let's go into a quick
little blueprint here and kind of follow this through with a complete
example of how you might engineer one of these things all the way
from strategy down to action step.
You're selling into the insurance marketplace just as an example.
Insurance companies, insurance agents, general agents, various
insurance associations, insurance publications, and you're looking to
becoming a dominant resource in that world. Your "Action Step"
might be "I want to follow 300 insurance industry folks on Twitter by
October 1st." That's your action step.
Does that fit into an initiative? Yes, it does. The initiative is,
"Aggressively grow my Twitter following targeted to my industry.”
Does that fall into a tactic? Yes, it does. The big picture tactic under
that is the social media tactic.
Does that fall under a strategy that you decided to use? Yes, it falls
into your internet marketing strategy.
So right there just unpacking those 4 Levels I think you probably had
some aha moments and some insights that you can use to start to filter
and sort. That is hugely important. You can be filtering and sorting all
of your old ideas, all of your old notes, all those webinars, all those
tactics and tools and light bulb moments that you've had, and all those
random nuggets and sound bites that you may have swirling around in
9 | P a g e C o p y r i g h t P a t I y e r
your head. If you start to sort them into these 4 Levels, "Strategy",
"Tactic", "Initiative", and "Action Step" you will get a much clearer
blueprint going forward of what to do this week, this month, next
month, and next year.
Most of the clients when they first come to me they say, "Well, David
this is great, but how do I know which strategies are right for me?" So
before moving on here let's pop up another survey question. Pat and I
want to see if this 4 Level enchilada was helpful to folks in clarifying
some of their craziness that they might be trying to keep at bay.
[Polling Question 2]
Pat: Okay, so the question on your screen is, "How much of your
marketing confusion and/or inertia does the 4 Levels clear up for
you?"
We have four choices. Please click on one of those circles and
indicate which of those best explains how you feel at the moment after
having gone through David's description.
People are voting, David. This reminds me of a radio show I did about
a month ago with a woman who is a very passionate patient advocate.
I talked about patient safety and she said, "This is great and I want
you on my show for an hour every week." I said, "You know that's not
my passion. That's not what I'm focused on. I can't do that."
David: Exactly right.
Let me also invite people because these are kind of like Yes/No and
four questions and four circles. If you have a response or a comment
or a thought or a question, feel free to pop that into the question box.
I'd love to hear some kind of dialogue and description. We got a lot
more content to go through, but I'm trying to weave in a little bit of
interaction just to hear straight from you what some of these things are
that you're wrestling with. And obviously after this call if I can be of
service to you and answer a quick question or get back to you by
email I'm happy to do that. So any kind of questions, comments,
thoughts about your experience tonight so far just pop that in the
question box and then Pat, as they come in feel free to convey them to
me because I'm flying blind here.
10 | P a g e C o p y r i g h t P a t I y e r
I'd love this to be a little bit more interactive and kind of share your
thoughts, share your questions, and share what you're experiencing as
we're unpacking some of these ideas together.
Pat: It looks like just everybody has voted, so I'm going to share the
results. So it's 44% selected "A", 33% selected "B", and 22% selected
"C". 0% are all done and ready to hang up because they've gotten their
aha moment.
David: Okay good. Excellent. Good, good, good.
That was a trick question. You can't lose with that question. So 20
minutes in, "Oh no, I've gotten my value I'm hanging up." Well, okay
then they've gotten their value and they're gone. "No, no, I want more.
I want to stick around," so it's a win/win question. It's awesome.
All right, my friends, thank you. Let's move on then.
[Slide 13]
This is hugely important, so if you didn't get what you came for two
seconds ago, maybe this is what you came for. You should still hang
out and stick with us, but this might be the game changer for you. This
is what 80% of small and solo business owners and 80% of
entrepreneurs completely miss, this marketing truism, this marketing
fact.
I'm being bold here and I'm calling it a fact. I've always considered it a
truism, but I'm getting excited tonight so now it's a fact. It's been
upgraded.
The concept that 80% of business owners miss that causes marketing
overwhelm and sales burnout. I don't know if you've ever had
marketing overwhelm or sales burnout, but I've had both. I needed a
strategy. I needed a touch point and a North Star so that I could avoid
marketing overwhelm and sales burnout. And yes, you heard it right,
even the marketing guy gets marketing burnout so this is very
common.
None of your marketing strategies are going to be effective unless this
one criteria is met. I hope you're ready. I hope you're sitting down
because here it is:
11 | P a g e C o p y r i g h t P a t I y e r
The marketing strategies that you choose must be "Easy", "Effortless",
and "Enjoyable" for you. Let me repeat that because it's so vitally
important. It's vitally important to your success most of all.
The marketing strategies that you choose for yourself must be the
ones that you personally find "Easy", "Effortless", and "Enjoyable".
I call that "Triple E" (EEE). The reason I mentioned this and the
reason that this is in fact a marketing truism is you have to market
your business every single day. When you wake up in the morning
happy or sad, rain or shine, feel like it or not, marketing is on your
horizon. So if you dread it, if it's the opposite of "Easy", "Effortless",
and "Enjoyable", it's difficult, challenging, and drudgery you're not
going to do it. You're just not going to do it. You're not going to
implement. You're not going to embrace it. You're not going to have
fun with it.
So what does this mean? This means that if you love writing you're
going to focus on writing strategies. If you love speaking you're going
to focus on speaking strategies. If you love technology you're going to
focus on technology-based strategies. If you love in-person
networking and going out and shaking hands and kissing babies you're
going to use in-person networking strategies. But the last thing that
you must do, the last thing that's going to serve you well, is to assign
yourself marketing tasks that you hate because you think that they're
the right ones or that someone else told you are the ones that are
working for them.
You know why they're working for them, because for them those are
the ones that are "Easy", "Effortless", and "Enjoyable". For you if it's
drudgery and disgusting you're not going to do it. So you now
officially have my permission. I can't speak for Pat, but you've got my
permission to focus on marketing tasks that you find "Easy",
"Effortless", and "Enjoyable" and focus on them exclusively.
I mentioned that there are a couple of resources that you'll get at the
end of this program tonight and there's a ton of stuff. There are about
40 to 45 pages of material and a whole bunch of other bonus material
I’m going to share with you and that Pat already has access to and
she'll be sharing with you. In that material I share 10 over-arching
12 | P a g e C o p y r i g h t P a t I y e r
marketing strategies that every small and solo business owner and
every consultant has to choose from.
For the purpose of our conversation tonight I'm going to share them
with you tonight. I'm going to share them with you now, but be aware
that you're going to get a lot more on this in the resources.
[Slide 14]
So there are five "Outbound" strategies. The five "Outbound"
strategies are:
Telemarketing - meaning using the phone. It doesn't mean
hiring a telemarketing company or doing a phone campaign
with hundreds of cold callers. It could be you picking up the
phone and making a telephone call.
Direct Mail - so a sales letter, postcard or anything that goes in
the mail.
Advertising
Trade shows and events - event marketing
Public Relations - publicity, sending press releases, etc.
These five "Outbound" strategies are getting less and less effective
every single day in case you have not noticed.
[Slide 15]
Now their partners in crime are the five "Inbound" strategies. Inbound
Marketing means that you're drawing people to you, that you're
drawing people to your expertise by offering value, inviting
engagement, and pulling them in.
Speaking - speaking to targeted groups, speaking to the legal
profession, speaking to the insurance industries, speaking to
risk management or whatever your niche or whatever your
market there's a group. There's an association and there's
probably many groups and there's probably many associations
that could benefit from hearing you at the front of the room
13 | P a g e C o p y r i g h t P a t I y e r
sharing your expertise advice, insights, recommendations, and
tips.
Publishing - publishing could range from publishing a blog, an
email newsletter, an article in a trade industry publication or an
association publication. It could go all the way to the spectrum
of publishing a chapter in a book or publishing an entire book
of your thought leadership in a hardcopy format.
Internet Marketing - so anything that you do with your website,
anything that you do with search engine optimization (SEO),
anything you do with inbound marketing, attraction marketing,
or online. So offering an email goody, email list building,
blogging, pay-per-click, search engine marketing, and all of
those things are under the internet marketing category.
Referrals - stimulating referrals or proactive referral strategy
Personal networking - shaking hands, kissing babies, pressing
the flesh, going out and meeting people. Not just in networking
groups, but also strategically one on one. Breakfast, lunches,
coffees or dinners. Connecting face to face, toe to toe, person to
person.
Now I have more good news.
That's it. There's 10 strategies total. That's the universe. That's the
universe I operate in. That's the universe that you operate in. There is
nothing else to marketing. There's nothing behind these 10 things, so
if you can get your arms around "Okay, there's five outbound
strategies and there's five inbound strategies. All I have to do now is I
have to sort of mix and match my own formula."
That's it. That's the whole universe. Everything that you need to do,
everything that you need to worry about, everything that you need to
implement in terms of marketing and sales and business development
is on these two slides. It sounds easy, but it's not and here's why.
[Slide 16]
The problem is you can't just think about this. You have to make some
decisions. So the mistake that I see a lot of my clients make and this is
14 | P a g e C o p y r i g h t P a t I y e r
true of so many different kinds of consultants, small business owners,
entrepreneurs, professional services firms, is we try and do them all.
The thinking is that you'll hedge your bets and you'll just try a little bit
of everything. I got news for you folks, if you're going to take this
seriously and you take everything Pat is offering you, everything that
I'm offering you in this program, and if you really want to get your
money’s worth and you really want to get results, today is the day you
decide. So scratch out "Think".
Its like, "Well yeah, you know David had some good ideas. I'm going
to think about that. I'm going to think about selecting maybe two or
three strategies, but let me just see what else comes in because you
never know."
I have a blog post out there actually. A friend of mine and a client of
mine said to me, "You know David, this whole concept of 'you never
know'. You know we're selling into an industry and then all of a
sudden this other industry pops in, you never know. I'm calling on a
client and they don't answer my call for three years and then all of
sudden out of the blue here they are and they answered my phone call.
Well, you never know." His name is Tom and I said, "Tom, ‘you
never know’ is going to kill you." You never know is going to kill you
so you cannot rely on you never know. You have to be proactive. You
have to decide.”
[Slide 17]
Now I've got more good news for you. You only need to pick two or
three. The big mistake I see people making is not only do they hedge
their bets, not only do they try and fill up every single free moment
with every conceivable hair-brain marketing, sales, and business
development strategy, but they’re unfocused and they’re scattered.
Then they wonder, "Well gee, why am I being unfocused? Why am I
scattered?"
My friends, because you're trying to push ten different rocks up ten
different hills and it's very challenging to do that. So today is the day
that you commit to doing less marketing. Don't do ten things. Don't do
eight things. Don't do seven things. Do two or three things with
consistency, with a game plan, and with some momentum behind it.
15 | P a g e C o p y r i g h t P a t I y e r
What I'm actually saying here is pretty revolutionary. You're going to
get better marketing results if you start doing less marketing. Do a
smaller number of marketing tasks with more focus, more momentum,
more intention, and more consistency. So if you choose two or three
today it's also the day you stop hedging your bets. You're not going to
be running your business like an all you can eat buffet.
In fact if you've have been treating your business and your marketing
game plans specifically like an all you can eat buffet it's no wonder
that you're filling fat, sick, overworked, and overwhelmed. Don't take
the fat comment personally, but certainly it's not healthy. It's not good.
Just like overeating isn't good for your body. Over-marketing isn't
good for your business, so it's time to choose a few healthy main
dishes and leave everything else behind and I mean that.
This is the best news that many of you can possibly hear and I know
this because it's the best news that many of my clients hear when we
start working together. Because it means that you actually have more
time, more energy and more excitement to do the things that get you
jumping out of bed and eager to do more of the right kinds of
marketing that suits you, that suits your personality, that fits your
strengths and your preferences, and your particular kind of business.
The mantra I would share with you is no more cookie cutter. After all
you're not a cookie, so the cookie cutter marketing of doing
everything all at once is going to make you sick.
I'll give you an example:
In my world I run every part of my business development and I have
lots of different investable opportunities, by the way. I run everything
on two strategies. My two strategies, just as an example, are internet
marketing and free speaking. Every piece of business, every client,
every coaching client, every paid speech, everything that I've ever
monetized has come from one of those two sources.
When people hear that they say "Wow, that's it. You haven't used
networking?"
I say, "No, I'm not big on networking" and they'll say "But networking
is brilliant for Jim over here. He's all about networking." My answer is
"Sure because that's what's easy, effortless, and enjoyable for him."
16 | P a g e C o p y r i g h t P a t I y e r
For me, I'll tell you the truth, networking I hate it. I would rather do
anything else.
I'll give you a quick example of what I mean here:
Last week I was speaking at the Philadelphia Business Journal Small
Business Expo, a big city-wide event with about 700 people. I said to
the group, "You guys are master networkers. How many folks really
enjoy networking and are great at it?" Some hands in the room shot up
and I said “I am terrible at networking. I hate networking.” I said,
"Here's the scoop folks, the only way that you are ever going to get
me into a room with 700 of you all wonderful fabulous business
people, entrepreneurs, executives, all master networkers is if I'm
standing up here on the stage where I'm standing. Because you are in
the networking seats today and I am in the speaking seat today. I have
decided speaking is for me and networking is not.
They usually laugh because I say it in a sort of self-deprecating way. I
say, "I couldn't do what you do. Some of you I'm sure could do what
I'm doing and God bless you, you should. I know that I'm really good
at doing what I'm doing right here, right now, and up here. I would not
be doing nearly as well if I was out there relying on my networking
skills. Speaking is a "10" and networking is a "0" for me. There are
other people where networking is a "10" and speaking is a "0" and I
admire them, it's awesome, and it works for them. I wish I can do that,
but I can't and so I don't. That's the key folks, if you can't or if you
don't want to and if you don't love it, don't do it.
We can go through all the other seven or eight strategies that I listed
that I'm not using, but I'm done self flagellating myself here for a
second. The point is I'm giving you permission. I'm giving you
permission to choose two or three strategies max. And then map out
under those two or three strategies that you've picked the "Tactics",
the "Initiatives", and the "Action Steps" that you're excited about for
your business and begin the structured and disciplined process of
doing less marketing so that your business thrives and grows.
Pat: David, we have a comment for you from one of our participants. She
says, "What if the marketing choice you choose is not the most
popular choice currently for the world, for example technology or
speaking etc.?"
17 | P a g e C o p y r i g h t P a t I y e r
David: Not the most popular in front of your prospects you mean or they
don't consume it?
Pat: Let me read it to you again. The person who wrote this, if I need more
interpretation, please feel free to add to this.
She said, "What if the marketing choice you chose or you choose is
not the most popular choice currently for the world choice, example
technology or speaking etc.?"
David: Too bad. It's not a problem. So do I have more opportunities? It is a
great example. It's a great question and I'm not blowing it off. My
genuine answer is too bad and don't worry about it.
This question is for everybody: Would you agree that we generally
have about 100 times more opportunities to network than we do to
speak in front of a group? It could even be a small group of 10 or 12
or 20 people because it doesn't matter, but I know I have a hundred
opportunities to networking for every opportunity I have to speak.
Do I take them? No, of course I don't take them. I hate that crap and
we just talked about this. Again, let me go back. The word "popular"
is the pivot of the question. I don't care what's popular and you
shouldn't care what's popular. This is not a numbers game. This is a
consistency game. This is you getting excited about your marketing
game.
I can open up my calendar tomorrow here in suburban Philadelphia
where I live. I can literally go to 100 different networking events. My
next speaking opportunity is October 23rd. I have a webinar actually
on Thursday and another one of these tomorrow for a different group.
I consider this a speaking opportunity by the way and Pat's paying a
fortune to have me here. Pat can tell you more about that later, but
tonight's a speaking opportunity. I create more opportunities for the
marketing activities I enjoy even though tomorrow morning I could
open up the Philadelphia Business Journal and go networking 100
places. It doesn't mean I'm going to.
Is that more popular? Sure. Is it more effective? Not for me, so you
have to have some self determination around these choices. Don't
worry about what's popular and that's why I mentioned about taking
the big deep breath and to do the clean slate. We’ve got to let go of
18 | P a g e C o p y r i g h t P a t I y e r
the coulda, shoulda, mighta, woulda, sorta, how come she's doing that,
how come he's doing this, and that little gremlin voice I'm kind of
hearing imbedded in that question. We’ve got to let that go and that's
not just for the questioner, and thank you for the question, that's for
everybody. That's for me, that's for you, that's for all of us.
Pat: She did clarify this a little bit David and said, "For example
technology may be the hottest thing going, but you prefer to do
speaking. Would you appear to be outdated if not a lot of technology
was used?"
David: No. Here's my job and I think here's your job. I think we're okay on
time, so I'll spend a little time on this, but I also don't want to get
bogged down unnecessarily in case not everyone is fascinated by my
ranting here and my answering the wrong question that was never
asked.
The point is not to seem hip. The point is not to seem current. The
point is not to seem tech savvy. The point is to get clients.
Now if you're telling me on the other hand, "I've done a whole ton
speaking, David and it's never gotten me a dime. It's never gotten me a
single client, a single lead, a single opportunity, a single referral
relationship, a single advocate or influencer or anything." Then I
would say, "You, my friend, should stop speaking."
In my world, 2013 and beyond, everything good that has come to me
professionally, monetarily, and financially has come through one of
my two strategies and one of which is speaking.
Do I seem out of date? Do I seem archaic? Let's go another direction
with this. I hate the phone. People say, "Oh no, I've made millions of
dollars on the phone. I love cold calling. I love picking up the phone. I
love networking on the phone. I'm all about the phone." I say that's
terrific. If you come across that person would your same comment be,
"Oh the phone, that is so 1985. I don't use the phone. I use
technology." Again, the point isn't to be hip. The point isn't to be
current. The point is to get clients.
I hope that helps.
19 | P a g e C o p y r i g h t P a t I y e r
Pat: She said, “Got it.” One more question David from a different person
who said she recently read an article in which "Permission Marketing"
was mentioned several times. What exactly does that mean?
David: Permission Marketing is a fantastic book by Seth Godin, one of my
personal heroes. Permission marketing means that you need to get
people's permission to market to them. In the old days the only
channel we had that was a permission-based marketing tool was
email. People needed to opt-in and subscribe voluntarily, knowingly,
and consciously to your email newsletter. It was not cool as it's still
not cool today to go to a networking event and grab someone's
business card without mentioning it, without asking them, and without
getting their permission to suddenly start spamming them with your
email newsletter.
Permission marketing has gone way beyond email and now it's all
sorts of things. It's a great book and I highly recommend Seth Godin's
book Permission Marketing if you're not familiar with it. It's about a
decade old, but it's still ahead of the game. It's still ahead of where we
are in 2013.
Pat: Perfect, thank you.
[Slide 18]
David: You bet. Now the question no one's asking is, "Hey Newman, why is
there a salmon dinner on the screen," so I'm going to answer that
question right now.
This is the other key that's worth repeating: "Don't pick everything in
your marketing mix." Picking everything means you pick nothing,
that's first and foremost. You can't eat a meal that has 10 main
courses. Again going back to the 4 Levels and then we'll move on,
think of the "Strategy" if it's helpful. Think of the "Strategy" as the
main course. Think of the "Tactic" as little side dishes that accompany
the meal. Think of the "Initiative" as picking up the right fork at the
right time and think of the "Action Step" as actually taking the bite
and enjoying, savoring, digesting, and getting energy from that food
that you're eating.
That was way longer than I was hoping to have that salmon on the
screen because now I'm getting kind of hungry, but I think we have
20 | P a g e C o p y r i g h t P a t I y e r
another survey question Pat, about this right at this point. It's our next
little interactive survey.
[Polling Question 3]
Pat: Okay, "Which inbound strategy appeals to you most?"
Is that the question?
David: Yeah, those are the five that we talked about.
Pat: Five choices and again we're focusing on the inbound strategies, so
please select one of those on the screen.
I know David that I would rather write five blogs a week than to do a
lot of in-person networking, so I'm right there with you.
David: Totally. There's nothing wrong with disliking these things. "Well, I
like all ten." I like two or three and I dislike seven and I think I got a
better marketing plan than most people who like all ten and do all ten.
Pat: Of course referrals are one of my favorites. Word of mouth, referrals,
and repeat business - we love those.
David: Absolutely.
Pat: All right people are voting at this point. We'll give a few more
seconds to make your choices and then we'll share the results.
David: Pat, just a quick process check while they're finishing that up. We're
going until 9:30?
Pat: 9:30, yes.
David: So we're going to have a little bit more Q&A then. We don't need to
really wrap up until 9:30.
Pat: Correct.
David: Okay, good.
Pat: Of course, if you run out of things to say, David, you can stop sooner.
David: That's almost never the case.
21 | P a g e C o p y r i g h t P a t I y e r
Pat: I had that feeling. All right, let me share the results. We've got 14%
saying publishing, 57% saying internet marketing, another 14% each
for referrals and personal networking, and 0% for speaking.
David: Awesome. That's all the more for me and Pat, terrific. Remember
again the voting. If you really want to make this stick and if you really
want to turn ideas into action what you just voted for is what you
should focus on for the next 90 days. Really lean into that strategy that
you just voted for and you will see amazing results.
[Slide 19]
Okay good. Let me throw out another idea or another twist on this
which might be immediately helpful to everybody. I mentioned that
"free speaking" is one of my two big flagship strategies. In addition to
free speaking I also do paid speaking, but one is as a revenue
generator and the other is as a lead generator.
Let me unpack what this might look like in your world, understanding
that we have 0% speakers in the group and that's fine because you can
use this with lots of different things besides speaking. This is really
about free samples. If I use the speaking strategy my free sample of
that is going to be a free speech.
There's lots of ways in your consulting practice that you can leverage
a free sample concept. People have all different kinds of names for
this. You may have heard this referred to by different gurus and by
different labels. Andrea Lee calls this "The Pink Spoon Strategy"
because of the little pink spoon you get at the ice cream shop to try a
new flavor. My friend Mark LeBlanc calls this "The Showcase
Strategy". Christian Mickelsen calls them "Free Sessions that Sell" or
"Free Coaching".
It's essentially the free zero risk version of whatever you get paid big
bucks to do. One concept that I'd love you to walk away from this
program with is what I call "The Fee Waived Pilot". This is powerful
language to help you frame your sampling strategy. It doesn't matter if
you're doing consulting and there's some sort of fee waived
assessment. Accountants can use this when they do a fee waived
financial fitness checkup. Speakers can do it when they do a fee
waived seminar.
22 | P a g e C o p y r i g h t P a t I y e r
Here's why it's important: It's not free. Its fee waived. What does that
mean? That means ordinarily Mr. or Miss Prospect, Mr. or Miss
Attorney, Mr. or Miss Insurance Company, Mr. or Miss Investigator
or whatever it is there's a fee associated with what I'm about to do for
you to get my foot in the door and show you how fabulous and
valuable I am.
So that's the fee waived part. Think about the term "pilot". In
Hollywood when you have a TV concept you film a pilot. A pilot is,
"Well let's see how it goes over." If they like the pilot they buy the
series. If they don't like the pilot well of course they don't, but pilot
means first in a series. If you like it you'll buy the rest of them.
Now all of this is suggestive language. This is all just sort of
psychological positioning, but it's a whole lot better than, "Ooh, let me
do something for free for you and maybe you'll like it. Maybe I'll be
your lapdog and maybe you'll throw me a bone." This comes in on the
other end of the status spectrum. You come in as a trusted advisor.
You come in as a high valued peer. You come in as someone who has
superior professional skills and reputation. It's almost like you're
taking a little bit of a dip. You're taking a little bit of a bow down to
their level and saying, "Well, if you don't fully understand how
fabulous I am perhaps a fee waived pilot is something we can
discuss."
It preserves and in fact I would say it enhances your status during the
prospecting and selling process so that people lower their shields.
They don't raise them. They lower their shields to let you in and have
a more significant type of conversation with you because they know
that there's something of value that you just put on the table.
Let's go back to my example for a quick second so you can see how
this plays out. The strategy is the speaking strategy. None of you guys
picked it. It doesn't matter. Pick yours. Substitute over that the free
sampling strategy.
In my world the "Tactic" would be speaking to groups for no fee. The
"Initiative" would be in front of the financial services industry.
I want to do these kinds of talks for banking, insurance, credit unions,
financial advisors, different associations and different affiliation
23 | P a g e C o p y r i g h t P a t I y e r
groups that serve that industry. And then if that's my game plan the
action step would be get in touch with five new prospects for a free
speaking gig every single week by Friday at 10:00 A.M.
Verb
Noun
Date
It could be recurring, so it's not just do a one time thing by Friday. It's
every week do X, Y, Z, verb, noun, and date by Friday at 10:00 A.M.
recurring and recurring. That's where your consistency comes in.
If I do these every single week, if I do five of these a week starting
this week, I check into their meeting calendar, I talk to their executive
director, I ask them how they vet their speakers, and I put myself in
the running.
Coming up later I'm going to give you a blow by blow of very specific
templates and scripts for how to deploy your free sampling strategy in
a phone call or an email. So hang on to this idea. Forget the speaking
because you guys don't want to do speaking. That was my example,
but there's a lot of ways to get in front of prospects with your value
proposition that has them lower their shields.
[Slide 20]
Okay, the next topic: You were promised that we would discuss how
to laser focus your marketing so you get up each day knowing exactly
where to invest your time, energy, and efforts. I call this "Dream Big,
but Dream Focused".
My advice here is simple. Do not start with your strategy process with
what you're selling, your methodology, your approaches, your models
or none of that. Don’t even start with why they're buying and certainly
don't start with "The How", you know the technical details, the
proprietary tools and etc. Nobody cares about that.
[Slide 21]
24 | P a g e C o p y r i g h t P a t I y e r
The best place to start dreaming big and the critical place really is to
focus on "The Who". The "Who" question. Who are you marketing to
and what makes them tick?
The first step is to identify your buyer persona because the first
question in any kind of marketing or sales or business development
initiative is,
"Who do I want to serve?"
"Whose heartaches, headaches, problems and hassles am I
brilliant at solving?"
"Who are they by job role?"
"Who are they by industry?"
"Who are they by income level?"
"Who are they by all the traditional kinds of psychographics
and demographics, but even more important what are they
like?"
"What are their personalities?"
"What's important to them?"
"What really makes them crazy in their business or in their life
or in their carrier or with whatever it is that we're helping them
with?"
I work with all kinds of coaches and consultants. Technology coaches,
health coaches, and real estate people so this applies to everything.
"What makes them crazy with their real estate if you're a real
estate person?"
"What makes them crazy with parenting if you're a parenting
coach?"
We're in the world of legal nurse consulting so you kind of know. You
have a defined universe, but this applies across the board. I share this
25 | P a g e C o p y r i g h t P a t I y e r
advice with all different kinds of audiences and all different kinds of
clients, so it holds true across the board.
Whatever your expertise is there's a specific group of prospects that
need it more, that value it more highly, and who suffer from it more
greatly. Let me repeat that because that could be a huge barometer of
how you start to take the temperature of some of your prospects and
some of your marketing targets.
There's a group that needs it more than the rest that values it more
highly than the rest and that suffer from it more greatly. Those are
your people. Those are your peeps. Those are the folks that you can
serve the best. That is the highest and best use of your marketing time,
it is to identify those specific situations, those specific clients, those
specific referral sources, those specific cases where you and your
expertise are an absolute rock star and focus a thousand percent on
getting more of those.
[Slide 22]
Let me give you another example and another way to think about this.
Here's Ray Kroc the popularizer of McDonald's. He's not the founder
of McDonald's because the McDonald brothers are the founders of
McDonald's.
Ray Kroc, as you may know, was a milk shake machine salesman. He
saw what the McDonald's brothers had done with those little roadside
hamburger stands. He liked it, he bought them out, and he built the
McDonald's empire.
There's a great quote on the screen right here. This is not the quote
that I want to share with you. There's another Ray Kroc quote that I
want to share with you.
Before he died he was on TV and he's been on TV of course dozens
and dozens of times and probably hundreds of times. There was a
young intern working at the TV station and the young intern went up
to Ray Kroc and he knew he had like 30 seconds with him before he
went on the air. He says, "Mr. Kroc, tell me a piece of business advice
that I can take with me for the rest of my life." Ray Kroc turned to
him and he said, "Well I guess it's pretty simple. The key to my
26 | P a g e C o p y r i g h t P a t I y e r
success is that nobody ever walked into one of my restaurants who
wasn't hungry."
"Nobody ever walked into one of my restaurants who wasn't hungry."
So the key operational question is, "Who's hungry for you and who's
the hungriest?"
"Who's the likeliness?"
"Who's the neediest?"
"Who's the best fit?"
"Who's the perfect match for your skills, your talent, your
experience, and your expertise?"
Once you identify your buyer persona by deciding here are the folks I
want to serve the most because I enjoy them the most, I deliver the
most value to them, and I serve them the best. These are the folks that
are the most hungry for my information and my expertise. They are
the ones that have the assets and the resources to invest in my
services. Then you ask the second question, "All right, for that type of
person how do I come on their radar screen?"
"Who am I in their world?"
Again, let me leave the world of legal nurse consulting for a moment
just to give you a couple of different examples of how people can
come on the radar screens of their prospects. By the way, these are
real life examples. These are the kinds of folks that I tend to work
with so I'm using them. The names have been erased to protect the
successful.
"Am I the financial advisor specializing in high net worth
divorced women?"
"Am I the real estate broker for first time homebuyers?"
"Am I the advertising agency specializing in auto dealerships?"
"Am I the accountant specializing in technology startups?"
27 | P a g e C o p y r i g h t P a t I y e r
"Am I the mental toughness coach for professional golfers?'
I have that guy. I have all these guys.
"Am I the leadership guru for the forestry industry?'
"Am I running the PR firm for dentists?
In the LNC world there's all kinds of cases, there's all kinds of work,
there's all kinds of prospects and clients. Can you serve them all
equally well? Well maybe but probably not. Should you try and serve
all of them all the time with equal focus and energy? No.
So could you specialize, could you niche, could you focus, could you
slant your practice so that you become known to a certain group that
is the hungriest for your particular set of talent and skills? When I tell
people I do a little sales coaching here's what I say. I say, "Listen,
once you're having that conversation with them what questions are
you asking that help to qualify the best prospects and disqualify the
tire kickers, the goof balls, and the goobers? Once you've had that
initial conversation how do you filter and sort the clients that are
serious from the clients that are not?”
There should be like a DNA test that you can provide that says,
"Okay, here's the niche, here's the industry, here are the right names to
drop, here are the right stories to tell so that this client or this prospect
all of a sudden understands I'm not only the best choice for what they
want to do, but I'm probably the only choice for what they want to
do." That's one of the key sort of sales training sound bites that I
share.
Do you have the best names to drop and the best stories to tell? Now
names to drop - I simply mean it's not name dropping in a bad sense,
but it's telling success stories with a specific situation or a specific
client or a specific circumstance where you had some success. If you
can do that then I think you're going a long way in persuading that
prospect that you're the real deal and you're a great fit.
Let me give you an example and this is also another way to think
about this is "What's the label?"
"What's the label on your bottle?"
28 | P a g e C o p y r i g h t P a t I y e r
"What's the label on your fishbowl?"
My label is "I’m the marketing strategist for small and solo service
business owners." I'll show you how to externalize this in your world
because I've externalized it in my world.
[Slide 23]
The most powerful headline in marketing:
"IS THIS YOU?"
Here's where you talk about your prospects most common pains,
problems, heartaches, headaches, challenges and gaps.
"IS THIS YOU?"
Now again you can't use this because you need to make your own
based on your niche, based on your expertise, and based on the target
market that you've decided for yourself. Mine is on my website, and
this is live up there on the web right now and I'm just bringing it in
here for an example is, "IS THIS YOU?"
You want to win more clients more often and more easily.
You want to eliminate feast and famine.
You want to become the obvious choice even if you think you
sell commodity products and services.
You'd love to out think, out market, and out maneuver the
competition.
You really want to improve your selling skills without
gimmicks or manipulative sleazy techniques.
Now this needs to be in plain English and notice mine are all in plain
English. It speaks directly to the heart of a specific kind of buyer
about their specific kind of problem. It's not marketing speak. It's not
clever copy. This is more about copy listening then about copy
writing.
29 | P a g e C o p y r i g h t P a t I y e r
So guess how many times I've heard these things from my clients,
from my prospects, and from my audiences? A lot, so I didn't write
this; I didn't engineer this; I didn't stay up late at night and kind of
mold this together out of thin air. I simply sat down with a blank piece
of paper and I said, "What kind of complaints, problems, and
symptoms do I hear all the time from the folks that hire me?" I jotted
them down. I had probably 30 or 40 to start with and you should have
30 or 40 on your legal pad and then you pick the best 5 or best 6 or
best 7.
[Polling Question 4]
I'm happy to give myself my own report card and Pat, we have a
survey to see if I hit this anywhere near the mark. Our next survey is,
"Looking at you and your business if you were my client or my
prospect would this language resonate with you? Did I hit the mark
for you?"
Pat, let's go ahead and pop that survey up.
Pat: Okay, it's up on the screen now. Please use your cursor and select
either yes or no by clicking on the white circle next to the letter.
All right and some people are voting David and I think your
comments about finding the niche are really helpful because there are
attorneys who specialize in different types of cases. There are
obviously plaintiff and defense attorneys. There are some legal nurse
consultants who are very comfortable working on personal injury
cases and others who really specialize in medical malpractice or
perhaps product liability cases. So there are many different ways that
you can find that ideal client based on your interests and also your
skills and background.
David: Exactly. And then again in addition to the multiple choice feel free to
use the question box. Any kind of question, response, comment or
thought that this is sparking for you in your business feel free to share
it in the question box and Pat will convey those to me.
Pat: It looks like you have met your goals there David. We have 100%
who answered yes.
David: Holy smokes.
30 | P a g e C o p y r i g h t P a t I y e r
Well that's great for me and woo-hoo, but my hope for you and my
goal for you is that you create five bullets. If you convey five bullets
to your ideal client and they go, "Oh man, she knows exactly what
we're going through. She can fix it and she can help." This is the "Ah
at last test".
If someone can read your five bullets like you read my five and said,
"Wow, okay this guy gets it. I'm not sure I'm going to work with him,
but man, he is speaking my language." Once you nail this down the
best compliment that you're going to get is your phone is going to ring
and someone's going to say, "You know I was just on your website
and I felt like you were talking to me. That's exactly what we're going
through and that's exactly what we're up against. Man oh man, I wish I
had found you three years ago. This is perfect." That's the reaction
that you want and if you write your five bullets not with clever copy
writing and not with manipulative sleazy techniques, but just by re-
listening in your mind to all the folks that you've already worked with
that have already hired you these five bullets are so easy for you.
They're so easy within reach that you can probably crank this out by
tomorrow morning and you can put this into an email or put this on
your website or on some kind of marketing document and be miles
ahead of the folks that are not doing this.
So here's the template. I picked mine. I said that mine - initially years
ago when I did this - my sheet had like 40 things on it, so here's the
template for you:
"Are you suffering with this?"
"Are you frustrated about that?"
"Are you tired of this?"
"Do you want more of that?"
"Are you concerned about blah-blah-blah"
"Are you noticing more and more of this?"
"Are you hearing this in the hallway?"
"Are you seeing this in meetings?"
31 | P a g e C o p y r i g h t P a t I y e r
You give them a very personal experience of the fact that you get their
problems. You're totally in sync with their heartaches, headaches,
gaps, and challenges. Basically you get them. It's that simple all right,
so here's a profound sound bite.
"Experts win on a value and generalist die on price"
So you must be an expert in something or a tightly related set of some
things because remember folks who do what you do are a dime a
dozen. Folks who do what I do are a dime a dozen. There's no
shortage of marketing people out, folks and I don't know if you've
realized this or not, but you can't spit without hitting a marketing
speaker, marketing coach, marketing consultant or a marketing guru.
A dime a dozen, no question, and I'm the first one to admit it.
Folks that do what you and I do are a dime a dozen, but on the other
hand true problem solvers are a goldmine. I like to position myself as
a problem solver. You should position yourself as a problem solver.
[Slide 24]
Here's the key to doing this successfully: it's clarity. Articulate clearly
and powerfully that you can solve these kinds of problems. So the key
to unlocking more clients is the clarity of your own self definition and
the confidence of the way you articulate it. Why do you need to be so
specific? I'll tell you why and this is another profound sound bite if I
say so myself. There's no such thing as a general answer to a specific
problem. I'm going to repeat that because it's such a key nugget for
you.
There's no such thing as a general answer to a specific problem or at
least not one that people are willing to pay for. People don't pay for
general answers to their very specific problems. The two main
purposes of all of your marketing is to convey two ideas.
1. I know what you're going through.
2. I can fix it.
Well we're in the home stretch and you're going to get a lot more
tools, templates, and scripts if you hang on for a few more minutes.
Don't go anywhere because we've got a ton more stuff and there's a
32 | P a g e C o p y r i g h t P a t I y e r
quiz and there's all kinds of party favors and who knows what, so
hangout here. I wanted to give you at least a handful of templates you
can start to use immediately.
Pat: Before you get into that David, there was a request to repeat what you
said about experts who win on value and generalists who die on price.
David: "Experts win on value and generalist die on price."
Pat: Thanks.
[Slide 25]
David: So a "Referral Template": This is a bulletproof, easy, simple, non-
sleazy "Referral Template". Remember we talked about definition,
deciding, target market, buyer persona, and Ray Kroc. You have to do
all this before the Referral Template works and here's why.
"I'm looking to meet ______"
"I'm looking to meet anybody, is not good."
"I'm looking to meet people who hire legal nurse consultants”,
is not good.
"I'm looking to meet super specific kind of target prospects," so the
more specific this is the more leverage and power the rest of this
template has.
In my world I'm not looking to meet business owners. I'm looking to
meet small and solo professional service providers. When I go to my
network they say, "Hey David, how can I help you," and I say "Well,
thank you for asking. I'm always looking to meet small and solo
professional service providers who want to do a better job and
marketing and grow their practice. If you know anybody like that I
always welcome a conversation." Super simple, but you have to have
the first part of that nailed down.
The second part: "I'm looking to meet _____. I'd love your advice,
insights, and recommendations."
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My buddy Michael Goldberg, who is a referral marketing expert and a
networking expert too, calls this "The Asking for AIR Conversation".
(AIR) is the acronym for Advice, Insights, and Recommendations.
Just open up the discussion. People love giving advice. They love
giving insights. They love recommending because it makes them feel
smart, so that's the exact language to use.
"I'm looking to meet ____. I would love to get your advice, insights,
and recommendations."
Then you can arm your network with what I call a "Referral Blurb". I
don't have time to get into it now, but there's a resource because I have
a blog post that goes into agonizing detail about what a "Referral
Blurb" is and how to create your own.
If you Google the term "Referral Blurb" the first or second page of
Google results would be my blog post and it walks you through step
by step on how to create your referral blurb. It gives you a skeleton
template and it gives you a filled in example that you can copy and
modify for yourself.
Three way meetings are also very powerful, a three way phone call, a
three way breakfast, and a three way coffee.
"Hey, why don't you and Sally and Jim and I go to breakfast
and we'll talk about how you can help his firm."
"Hey, why don't I connect you with Stephanie and we'll jump
on a conference call real quick and I can tell her how fabulous
you are."
Finally be a giver. Don't be a taker. Give, give, give, and give until it
hurts. I don't know everybody that's doing this series with Pat, but the
folks that I do know, and certainly about Pat herself, is she's totally a
giver and she's awesome. My friend Greg Williams is totally a giver
and he's awesome. Frankly I'm trying to keep up with these two in
terms of giving and being generous and continually having that giving
mindset. That sounds great and it sounds very selfless and heroic, but
I can't tell you how profitable and successful and wonderful it is. It's
probably the most selfish selfless motivation you could have.
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[Slide 26]
All right let's look at "LinkedIn". A lot of folks say, "I'm on LinkedIn
and I'm not using it. I really wish I could do better with it." Here is a
LinkedIn Template for you.
First of all the LinkedIn connection request email is horrendous. If
you're using it, it says, "I'd like to add you to my network on
LinkedIn." Well how do people feel about being added? Oh, I'm being
added. That's romantic." Your network right, I'd like to add you to my
network. "Well, I don't care about your network, how about me?"
So I flipped it. I have a little text file. I copy and paste this and I use
this all the time.
"I'd like to put my professional network on LinkedIn at your disposal.
After we connect if there's someone to whom you'd like a personal
introduction just let me know. Thanks in advance."
Now who's that about? That is about my recipient. That's about me
offering value. That's about me being willing to give connections.
That's about me being willing to help. I'm a LinkedIn rebel. I do not
always just send this to people I know. I send this to people I would
like to know. I send 10 of these and 8 accept. I send 10 and I get 8
yeses, so an 80% acceptance rate on this template. It's huge.
Once you're connected to people here's another note you can send:
"I'm glad to be connected to you on LinkedIn and wanted to reach out
to you personally. My expertise is in _____. "
Not in everything. My expertise is in a certain kind of case for a
certain kind of firm in a certain kind of circumstance.
"If a brief conversation about your situation would be valuable I'd be
glad to brainstorm with you." And then put your name and then put
your phone number.
Some people prefer to pick up the phone. God knows I don't. I hate
the phone. I forgot to mention the second thing I hate most after
networking is phone calls, but they might like the phone. At this point
I don't care what I like. I care what they like and I'm offering to help
35 | P a g e C o p y r i g h t P a t I y e r
them and talk to them so if they prefer to call me that's A-OK. So
that's the LinkedIn template.
[Slide 27]
Phone Calls: I just finished telling you how much I hate them, but I
got to use the phone. Now I use the phone a minimum amount, but I
still got to use the phone.
Here's your phone call template:
"Hi Susan, this is David Newman. I work with [a very defined target
market] who want [certain outcome] and [certain result]. I'm calling to
see if this is worth a short conversation."
I'll give you a couple of examples here. In my world I would say,
"Hi Susan, this is David Newman. I speak to groups of small and solo
professional service providers who want to do a better job of
marketing and grow their business. I'm calling to see if a program like
this might be valuable for your members. I'm calling to see if this
might be worth a short conversation."
Fill in whatever is natural for you and here's the methodology: I don't
pause. I don't wait. As soon as I know its Susan on the phone this all
comes out in the first ten seconds. What's the hardest most awkward
part of a telemarketing call? The first 10 seconds.
She goes, "Hey, it's Susan Jones." I say, "Hey Susan, this is David
Newman. I speak to groups of small and solo professional service
providers who want to do a better job of marketing and grow their
business. I'm calling to see if a program like this might be valuable for
your members."
I shut my mouth, listen, and now we're having a conversation.
"Oh, you caught me at a bad time."
"Oh, we don't hire speakers."
"Oh, we have no budget."
Whatever, right? This is easy. A couple of more examples:
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Again, I work with all kinds of small business groups and all kinds of
entrepreneurial groups. I'm kind of mixing up the examples for you
just so you can expand your vocabulary on this little bit.
"Hi Susan, this is Jane Buck. I work with bankers who want to get
more small business banking customers and boost deposits and
lending. I'm calling to see if this might be worth a short conversation."
Now again you have to know a little bit about their world. Banks,
bank consultants, credit unions, and all these different financial
institutions they're either focused on deposits, which is retail, or
lending which is usually commercial. It's unusual for a bank to be
strong in both. Her value prop is, "I can help you move both needles,"
so that's special. You and I wouldn't know that. A marketing guy
wouldn't know that. A legal nurse consultant wouldn't know that. You
wouldn't care, I don't care, but bankers care. Bankers go, "Ooh, that
sounds interesting. How would that work?"
Another example:
"Hi Susan, this is Betsy Ross. I speak to groups of cancer patients who
want to feel good and look great even during treatment. I'm calling to
see if this might be worth a short conversation."
So here's a health and wellness person, you know cancer and sort of
counselor. Just really interesting, short, punchy, and to the point, but
think about all the work that had to go into these. Think about the
definition and the decisions they had to make about what they want to
do and who they want to do it for. So that's your phone call template.
[Slide 28]
All right, so frankly I wish I had nine more hours, but I don't. We're in
the home stretch here and I want to have a little room for some other
things plus there's a quiz, plus we got some other housekeeping
things.
There are a ton of ideas in this "Do It! Marketing" book. I'm going to
shamelessly plug this book. It's the best $13 you've ever spent and
tons and tons of good material in there. It's much more fun to read
than to hear me blather on about it.
37 | P a g e C o p y r i g h t P a t I y e r
So putting this altogether you now have a "Strategic Marketing
Blueprint for Growing Your Business". We talked about the building
blocks of strategy, tactics, initiatives, and action steps. We worked
through the five inbound and the five outbound marketing strategies.
We went all the way to focusing on a specific target market and a
specific buyer for whom you are brilliant at solving their urgent
pervasive expensive problems. You now have three mission critical
templates that will help you skyrocket your referrals and give you a
real solid LinkedIn strategy and make you much more successful
prospecting by phone.
[Slide 29]
At this point I've got a theory and my theory is that you just need a
HUG. And a HUG is an acronym because you need a "Hunger" to
play bigger, you need an "Urgency" to act bolder, and you need a
"Game plan" to get better.
Now for the gifts:
I want you to have these two gifts to help your business grow and
thrive regardless of the economy, no matter what your industry is
dishing out, and no matter what the competitors are doing. It doesn't
matter. If you go to doitmarketing.com/LNC you're going to get a
copy of my "21 Secrets of Marketing Success" e-book. That's got the
five inbound and the five outbound strategies. That's got the
marketing plan template in there and you're also getting a copy of my
"Marketing Language Bank" workbook which is going to give you the
exact process to craft that powerful marketing language we were
talking about halfway through our program tonight. It's highly focused
and highly effective in attracting the exact type of buyers that you're
trying to reach.
So a big huge thank you to Pat for inviting me, I am here to stick
around for questions. You got a little survey quiz thing coming. I am
completely at your service, but I want to thank you. The power is in
your hands now. My only encouragement is you go out and you do it.
Pat: Hence the term isn't it, "Do It! Marketing."
David: It is indeed.
38 | P a g e C o p y r i g h t P a t I y e r
Pat: Yes.
We have a couple of minutes if anyone has any additional questions or
comments for David. I know David, this is your passion and we really
appreciate you sharing your expertise and particularly helping us
focus on two or three strategies instead of being overwhelmed by all
of the choices that are out there.
David: Oh my gosh yes.
Pat: I know personally I have struggled with do I participate in Google+,
Pinterest, Facebook, Twitter, LinkedIn, and do my blog and can I do it
all. It's just sometimes overwhelming as you said.
David: Totally.
Pat: We have a thank you for a wonderfully enthusiastic presentation.
David: You're welcome and my pleasure.
Pat: David's email is on the screen. As he said, if you got a quick question
for him please be sure to go to that link and buy his book. I'm sure that
you will find it to be filled with valuable information. As you exit
from the webinar tonight there will be a quiz as David mentioned.
This is part of the post test, but it also has questions that give us
feedback on the presentation as well as an opportunity to identify
anything else that you would like to learn about.
I'm not seeing anymore questions David, so I again want to thank you
for being part of tonight. For all of you who were on this webinar
either live or watching the replay, thank you for making this
investment in building your marketing program and goodnight all.