Marketing Speaker David Newman NSA-NYC 3/21/14

e: [email protected] | p: 610.716.5984

Help Me Hire You!!21 Strategies to Get Booked and

STAY Booked

David Newman


Your notes will be about !YOUR BUSINESS - not my slides...

• Define • Organize •  Implement • Track

= = = =

Want to do it Will do it Do it! (V-N-D) Did you do it?


Your notes will be about !YOUR BUSINESS - not my slides...

Ninja note taking: 1.  “Easily Doable” 2.  “Major Impact”


1. Decide Who You Are

IT Security

Sales

Define


2. Who are YOU disturbing?

YOU?

Define


3. Niche, niche, niche

$$$

Sales

Sales prospecting

Sales prospecting by phone

Sales prospecting by phone in FS

Also niche by: �  Audience �  Industry �  Level �  Method �  Media

Define


4. Learn to say NO – try it now! •  “You know, that’s really not my topic. I’m

probably not the best guy or gal to do that program for you.”

•  SECRET: The narrower your focus, !the more referrable you become!

• My pet peeve: NSA doesn’t refer enough. !HINT: It starts with YOU.

Define


Organize

5. Write a book (or not) Professionally published book

Self-published book

Ebooks, booklets, special reports

Articles, audios, podcasts, etc.


Organize

6. Write meaty content Chunk It Up & Down

Seminars into…

Articles into…

Ebooks into…

Audios into…

Books into…

Blogs into…

Podcasts into…

? ? ?


7. No video beats a bad video

Organize


Video Pop Quiz! What's the GOAL of a good speaker video? A.  To showcase my best material B.  To demonstrate strong audience reaction C.  To prove the buyer is not making a mistake D.  To share my signature story E.  To get buyers to hire me

Organize


8. Specific topics beat general topics

•  Sales Success Secrets •  Overcoming the Stall: How to !

Get Your Prospect Off the Dime •  Becoming a More Effective CFO •  Seven CFO Negotiating !

Strategies for Vendor Contracts • MAGIC WORD = “FOR”

Organize


9. Refocus on Right Now •  Motivating •  Inspiring •  Touching •  Laughed •  Cried •  Spilled my soda •  Milk came out my

nose

•  Results •  Outcomes •  Skills •  Tactics •  What to say •  How to say it •  What to do •  How to do it

•  In a recession •  When no one's

hiring •  During tough

times •  In a crisis

Organize


10. Change Your Approach

Implement

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.


11. Tap the power of YOU


12. Stop Selling: Filter and Sort

• Make THEM qualify for YOU – Power phrase •  Template: Build Your Happy Machine

–  You need it when... [symptom, challenge, gap] –  You get... [Seminar, Program, Mentoring, YYY] –  So that... [Results, Outcomes, Impact + Emotion]

•  Powerful headline question: IS THIS YOU?

Implement


Is This You? Example •  “I love working with my clients. I just want to do a

better job of marketing and selling.” •  “I feel like I’m the best kept secret in my industry.

Clients love me but I’m invisible to new prospects.” •  “I have enough clients; why aren’t I making more

money?” •  “I’m tired of ‘marketing by accident’ and settling

for whatever business falls in my lap.”


13. Sales “A-ha!” Moment •  Don’t let your fee be the first number that

comes up in conversation •  Context of value and Contrast of scale

– Average salary of employees x How many – Average deal size –  Customer lifetime value –  1-2-5-10% increase/decrease in key areas – Opportunity cost: “Can you put a number on it?”


“You’re gonna wanna buy this”

• “Your fee is too high” • 3 Problems it’s NOT • Ask about money:

– Where they are – Where they want to go

• Use the Magic Statement


Meet the Speakers

4500


14. Referral template •  I’m looking to meet ______ •  Advice – Insights – Recommendations (AIR) •  Tell ‘em what to say/send (Referral Blurb) •  Three-way meetings •  Give, give, give

121 Rodney CircleBryn Mawr, PA 19010

[email protected]

David Newman

Download your FREE Strategic Marketing eBook at

www.doitmarketing.com Track


1. 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.

2. I’m glad to be connected to you on LinkedIn and wanted to reach out to you personally. My expertise is in _______. If a brief conversation about your situation would be valuable, I’d be glad to brainstorm with you. [Name] [Phone]

15. LinkedIn Template

Track


16. Email Template Hi [NAME], I'm not sure if you can help me, but I am hoping you might point me in the right direction. Would you happen to know who is responsible for selecting speakers for your 2014 Conference coming up in [MONTH]? I have a program titled, [TITLE] I am not sure if a high-energy [TOPIC] program like this is a good fit for your event (from what I saw on your website, I think it might be), and I would like to connect with the right person to find out. Any help you could provide would be greatly appreciated. Warmest regards, [YOUR NAME] Track


17. Phone Call Template Hi Susan, This is David Newman. I speak to groups of [WHO] who want to [OUTCOME] and [RESULT]. I’m calling to see if a program like this might be valuable for your [members].

Track

Hi Susan, This is Jane Buck. I speak to groups of bankers who want to get more small business banking customers and boost both deposits and lending. I’m calling to see if a program like this might be valuable for your members. 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 a program like this might be valuable for your patients and nurses.


19. Aim for high visibility

State

Regional

Local

National

FREE

FEE

Implement


18. Shocking Truth

INCOME IS NOT OPTIONAL! Track


19. “Speaker” is a skill set!NOT a job description!

1. You are in the ____________ industry 2. Your job title is __ __ __ 3. Your focus is __ __ __ 4. Your guiding principle is...

Do WORK you love WITH those you love !and FOR those you love

Track


20. Please your audience and!Thrill your buyer

•  AUDIENCES love –  Advanced information –  When you deliver on your

title and bullets –  When your handout is too

good to throw away –  Detailed specifics and

tactical implementation they can use immediately

•  BUYERS love speakers who –  Customize like an insider –  Ensure the success of the

event, not just their speech (before, during, after)

–  Are easy to reach and highly responsive

–  Make their lives easier

Track


20. Be coachable •  Let buyers help you connect your expertise to

their audience’s needs •  NOW more than ever your buyers will TELL

you how to ADD VALUE... so LISTEN! •  Track 5 C’s: Conversations, Connections,

Content, Conversions, Cash

Track


21. Get serious, Get help, !or Get out

Izzes

Gonna bes

Newbies

Wannabes

Is always getting better

Never gonna be


Right mountain


Make Sure This Sticks!

• YOUR Biz Card = $47 product for FREE • Write on back: FREE20 and/or REFER • Visit www.doitmarketing.com for more

!


Help Me Hire You!!21 Strategies to Get Booked and

STAY Booked

David Newman

Marketing Speaker David Newman NSA-NYC 3/21/14

Business

Transcript of Marketing Speaker David Newman NSA-NYC 3/21/14