Last week, June 16-18, twenty incredibly wonderful entrepreneurs gathered in the quaint town of Lambertville, NJ, in the conference center of the Lambertville Inn, with Michael Port, of BookYourselfSolid fame. For pictures, check out my facebook page.

A lot was covered, with everyone coming in at different levels, but I wanted to share with you some of the tid-bits from the weekend. Enjoy…and *consume* them!

1. Target market is EVERYTHING. (I tell my clients this ad nauseum.) As with my own clientele, 85% of the people in the room (out of 20) either had no target market, OR didn’t have a narrow enough one. NEW TIP: you can choose a target market around a common interest of theirs: 2 examples that came up—“golfers,” even if you do not sell anything for golfers, but it’s a strong hobby of yours; or “Christians”—even if you are not selling a Christian item. This is actually a brilliant way to instantly accelerate the “trust-factor”—because you will have an emotional bond with them that is stronger than anything else.

2. Imperative question: What kind of business do I want to be in? How do I really want to spend my day? Do I really want to be on the phone?? Do I really want to do group calls? You answer determines your business model.

3. Information Products—worry less about your price, and more about how many units you’re selling because that is the indicator of how many clients you’ll get.

Must help them “consume” your products with immediate and compelling follow-up.

4. How are you doing with your processes? Like, the steps you go through when doing anything for business? You should have them written down so that if something happens to you, someone else can step in, take over the steps, and know when and where to implement them. For instance—getting out your email newsletter involves a certain # of steps. Write each one down. Then do it for getting a blog post out, etc. TEDIOUS work, but essential.

5. Have you planned out your deliverables for the next 12 months? What you must produce, how much it will cost you, how much it will make you (for each one). Then, break that into 6 month and 3-month deliverables.

6. Look into “live support” software! A window pops up on your screen so you can see when anyone is on your website!! Then you can do and introduce yourself to them and ask if you can help. Cool, huh?! (Ask your web-designer about it.)

7. Put your opt-in box on the bottom of EVERY BLOG POST!

8. Getting lots of mysterious spam lately? It could be because you have your email address on your site with the @ sign. Change @ to this exactly: “at”

9. Some URL’s to check out:

            www.Gomockingbird.com—design the layout of your website with this cool tool, and then send it to your graphic designer!

           www.Basecamphq.com –manage all of your products. People swear by it. I’ve never used it.

           www.Backpackit.com—if you’ve got a team; this is great. People at the seminar were raving about it.  Or www.37signals.com that includes the 2 above, plus others.

            www.Highrisehq.com–a web-based CRM software that prepares you for your next call, meeting, pitch, follow-up, and sale.

            www.Uberview.com—plugin that pulls in all twitter mentions into your blog comments.

            www.Solid.ly—(One of Michael’s new businesses): Simple, sound and satisfying daily activities to build your network and get booked solid. It’s in beta right now, so you can sign up to be one of the first to try it!

What from this list stood out the most for you?

Business Strategizing, Sales and Marketing No Comments June 24th, 2011

I saw Midnight in Paris yesterday (a really fun movie; I
recommend it), so I’m in a bit of a literary mood. I want
you to think of your service business as a novel that you
must write, chapter by chapter. It must have a single topic,
a gripping plot, a meaningful message, an heroic protagonist,
and a villain. It must stay on-point, have clear direction, a
decisive conclusion, a captivating title—and, more than
anything else, it must stir the emotions of its readers.

Writing a novel (I’ve written two in my day, so I do know
something of the process), requires forethought and some
strategy, and of course, it must be written in a linear fashion.
You can conceive the final chapter and write backward, but
the execution must come sequentially. The same is true for
your service business: you must know where you want
your business to end up—“begin with the last chapter in
mind”–but then you must go about writing the chapters
in a specific order, to render a best-seller.

This summer, I am here to help you write certain chapters
of your business. Following is the order in which you should
be writing; you determine which chapters you need the most
help on.

Chapter one is discerning your business’ mission (the decisive
conclusion that your protagonist wants more than anything),
then chapter two is honing your business’ differentiating
edge—how it is different from every other business out there
(thus begins the plot, and the meaningful message that will
stir emotion).

Chapter three heats up the plot considerably as you take that
differentiation and turn it into a marketable package—with a
best-selling title. This is your Signature Program—the program
you will be known for, and that can earn you thousands and
thousands of dollars through repurposing.

Chapter four builds irresistible suspense into the plot as
you design a successful business model: the repeatable system
you will use to get and keep clients. This model keeps you and
your business on-point and moves you systematically toward
your story’s decisive conclusion (the result you promise your
clients).

Chapter five is the chapter of seduction: how you entice
your readers to pull your novel off the shelf and not another’s.
This is the art of language, the essential element of any
best-seller–what you say on the inside flap–your home-page,
squeeze page, post card–to engage your potential client.

Chapter six is the final stage of seduction: the “irresistible
offer” that includes creative pricing strategies and myriad
other incentives to buy.

And finally, chapter seven is the set-up for the sequel: the
information products you must have in your funnel to compli-
ment your Signature Program. What should they be? And
what will make them “Brain-Sticky” enough to entice your
audience to buy them, too?

Every chapter is essential to creating a finished product.
You cannot skip a single chapter.

But it takes time—and each chapter must be done right. To
ensure that he was crafting a true best-seller, Gil, in Midnight
in Paris, had Gertrude Stein herself read his manuscript until
he got it right. Let me be the expert who oversees your
business chapters this summer in my private consulting
program, Camp Brain-Sticky. You can focus on one chapter
or a few.

Go here to get on a free 15-minute call with me to ask any
questions you may have and to see the details of each “chapter.”
Do hurry, though. Only a few slots are available for this program.

Business Articulation, Business Strategizing, Sales and Marketing 1 Comment June 7th, 2011

There is definitely a certain point in a live event–and a teleclass–when you
should share your offer with your audience. Watch this video-training for
the answer.

public speaking, Sales and Marketing, Selling from Stage No Comments May 2nd, 2011

There are a lot of mixed feelings you can have about selling from the platform.
You’re there to perpetuate your business, yet you can feel very reluctant to
be seen as sleazy and self-serving to people whom you’ve been teaching for
a few hours or days. Watch this training video for some greater perspective
on this matter.

public speaking, Sales and Marketing, Selling from Stage No Comments April 28th, 2011

As the socially-dominant person in your live events (or teleclass, or meeting, or home), you have immense power…because you activate this neuron in the members of your audience, good or bad. Here’s a question for you:  what do you think has *more* power: YOU or that neuron in the person in the front row?

When you’re done watching me, watch this!

New Paradigm Leadership, public speaking, Sales and Marketing 1 Comment April 12th, 2011

So, if you read my post from last Monday, it will put the results below in context. Suffice it to say that I got a “knock on the head” about the phoniness of the internet information marketing gurus and asked my list to chime in with their opinions. It is a small sample–with a BIG message!

#1 How “fed up” with the Internet Information Gurus are you? (OPTIONS)

1. I used to admire them, but have stopped because they feel superficial to me. –60%

2. I’ve never followed them because they have always seemed “slick” to me.-–25%

3. I have no problem with them–and very much aspire to their levels of success and how they got there! –0%

(Interesting…NOT one said they had “no problem” with them!)

Comments from This Section

Our marketing internet industry has become a place of greed and flat out lies.

The conclusion you have drawn is the one I’ve been drawing for a while. At first it was so new to me that I really tried to learn as much as I could, then I noticed how the formula played out in all the various ‘guru’s’ out there. I don’t even read their stuff anymore! AND as one of them said…this is tested, it works. And there is a sucker born every minute. I want to offer something important that isn’t a hype or a come on.

Most of them are “slick” to me as well. I try to undig the information and resist the ‘continous education is an investmet, train with me’

I observe more as a way of knowing what “not to do.” Kinda like a bad boss.

I take only LIVE coaching when I FEEL it is exactly what I NEED at this very moment

They are all the same and i too am sick of the unending litany of emails that i get from some of them. They all seem to think that more emails are better – NOT TRUE!

There are gold nuggets in each offering but some folks are just too pushy and their programs are too expensive. Even the person I have known a long time has gone to the darker side of $$$$$.

I haven’t stopped following all of them because I can still learn while ignoring the hype and hypno-sales techniques

I know that the ‘free’ seminars will almost always include a 10-20 minute pitch. I tend to tune them out or leave the call. As for the ‘how you can leverage yourself into a six-figure income’ types, enough already! If all it requires is a formula than we would all be rich. Obviously there is more to building a business than that — our own emotional disposition being one of the biggest factors.

#2: Do you think the lack of trust in Internet Information Gurus is growing?

65% –yes

35%–haven’t asked, so can’t say

5%–no

Comments from This Section:

Seems many are modeling the identical model.. very boring

So much car salesman tactics that are not attractive or part of conscious business practices. Underneath the testimonial is the mantle of $$$ for the guru Manipulation is the name of the game.

#3 : Here is a list of typical marketing strategies used in information marketing. Please RANK them by number, from those that “turn you off” the most to least.

1. interviews with guest gurus

2. email marketing FOR their guru friends

3. email marketing of their own newsletters

4. email marketing of their own *promotion*

5. live events with many speakers selling

6. free teleseminars

7. free live seminars

8. free video trainings

9. social media

Worst Offenders:

1. Live events with many speakers selling
2. Email marketing FOR their guru friends
3. Email marketing of their own *promotion*
4. Social media

RESULTS:

4, 2, 9, 3, 5, 1, 6, 7, 8

5, 8, 4, 2, 7, 6, 9, 1, 3

9. 4. 3. 5. 6. 2. 7. 1. 8.

2, 1 ,4 ,3, 5, 6, 7, 8, 9

5, 9

5, 2, 4, 3, 1, 6 5, 7 , 8, 9

5, 7, 8, 1, 2, 4, 6, 9, 3

1, 2, 3, 4, 5, 9, 8, 7, 6

5  2, 7, 1, 3, 4, 6, 9, 8

2, 5–the rest are necessary

4, 3, 2, 5, 8,7

2, 5, 9, 1, 3, 7, 6, 8, 4,

9, 8, 2, 5, 4, 3, 6, 1, 7

2, 3, 5

5, 4, 2, 3, 1, …

Comment from This Section:

None of these things bother me, per se; it’s HOW they are used. An interview with a guest guru would be fine if it were not a hype fest/ ego booster. Same for email marketing of promotions. If they are relevant and not full of bull, that’s fine. The problem is they are so full of shit. I’m currently a part of a group venture and the hype is embarrassing me. Another lesson learned.

#4 And here is a list of typical *business* strategies used in information marketing. Please RANK them by number, from those that “turn you off” the most to least.

1. Big-ticket year-long “mastermind” programs, from $20-$100K
2. Monthly memberships ($19-$250) with online membership site + 1 CD + newsletter +  one group call with Guru
3. Seminars with multiple speakers, all selling packages.
4. VIP days–go to the home of the guru for a day
5. Big-ticket home-study programs (lots of videos/dvds/cds + manuals) for $1500+

Worst offenders:

1. Seminars with multiple speakers, all selling packages.
2. Big-ticket year-long “mastermind” programs, from $20-$100K
3. Monthly memberships
   
4. Big-ticket home-study programs

RESULTS:
3, 5, 2, 4, 1

1, 2, 5, 4, 3

4. 5. 1. 3. 2

1, 2, 4, 3, 5

1, 2, 5

3, 4, 1, 5, 2

5, 4, 2, 3, 1

1, 3, 4, 2, 5

5, 4, 3, 1, 2

2, 1, 3, 4, 5

1 ,2 ,5, 3 ,4

3, 4, 1, 5, 2

5, 4, 1, 3, 2

3, 5, 1

3, 4, 5, 1, 2

1, 5, 4, 3, 2

3, 2

2

Comments from This Section:

No one is inherently bad, it’s more the method of self-promotion and the lack of valuable content that bothers me.

Lots of folks think they walk on water when they sure do not! The use of “incredible” “amazing” and other superlatives surrounding price of a special offer. “Do it now or it will cost more later.”

3 is by far the worst because you end up in one without realizing it.
2 because you can end up in these without realizing it.

3 & 4 could be okay. If there is really value to the seminar or access to the guru (bad term; good for big egos), and the upsell portion is really minimal, I don’t mind so much. Usually, though, I a not-too-thinly veiled upsell is the major thrust of the presentations.

Group calls with ‘Guru’ are only good if you have reasonable access, so the membership has to be limited, somehow. Again, the major thrust behind membership sites seems to be, “How can I make more money and work less?” This sickens me.

#6: How would a TRUSTWORTHY “Information Leader” do business? How would s/he market?

• Be themselves … be real, but still PLAY BIG.

• honestly, authentically, and with integrity

• I want more practicality, and honesty “it won’t”, “you need to improve here and there”. Less exclamation of admiration as if the truth was just discovered. If something is good, yes, acknowledge it but I want less high-pitch “awesome’. Down to earth.

• I like: Jeffry Gitomer, Frank Rumbauskas, Paul at Talkbiz, Paul Castain and the Sales Lion.

• Some discreet disclosure; Substantial information for reasonable cost in time, energy and money; CD and group settings seem fruitful.

• Teach first, then make services available.

• The ONLY way I have seen transformation taking place in me has been through LIVE communication where ONE on ONE coaching is offered. So the information leader MUST offer me this in order for me to even consider giving him any money.

• Email people when you truly have something to say or something new to offer, not every week or every day because you think you have to

• If you can still learn from them without spending a cent…that’s good thing!

• UP front honesty on what is offered at what price. NO HYPE on supposed value of products offered.. It is only valuable if I agree to pay the $$. Honesty about affiliate income from my purchases.
• NO buy it now or loose out on the special price. Immediate decisions are pressure. A good product will sell itself w/o this car salesman tactic.
  
• Membership community at very low cost with many free offerings.
• NO GAMES! I am so tired of the manipulation
  
  
• A sales/opt in page that is not a 30 min read through testimonial land.
  

• Lead with actual leadership qualities. Yes, we all have information and products we would like to disseminate to the public, but it seems that over-inflating the price which puts a perceived value on the item engenders people to want to buy to see what the hidden gold is only to find out there isn’t any hidden gold, it’s just the same old stuff rehashed into a different format. I think we need to get back to an actual value based system. Why not let the buyers put their perceived value first – a few dollars to one person when it’s all they have is a far greater fortune than the $1500 to the person who has it to spend. When an individual values something they will use it.

• Tell the fricking truth and stop the bullshit hype. It’s not the tools or the channels, it’s the message you deliver

• I don’t think all of the above strategies are bogus or inflated depending on who the person is that you are going to spend time with. Consultants in lots of industries charge high fees for their expertise. We might pay to save us time and money by taking the long way. Bait and switch is my most hated ploy.

• Content-rich mailings and seminars/workshops, with a mention of what is available next, and being available after an event to speak one to one about people’s concerns. Building trust and rapport work with me. It may take longer to enroll a new client (or not), but it sure feels better.

Well, there you have it! Know any Internet Information Marketing Guru? Send ‘em over
here so they can get some sense knocked into them!

I’m still happy to take your thoughts over at Survey Monkey: http://www.surveymonkey.com/s/NJ7XSR6

A Little Inspiration, Sales and Marketing Comments Off December 14th, 2010

In this 8th and final session, I make sure M&M leave with a sound
plan-of-action they can implement without me; that they have
a strategy for “launch.”

I help to take them from where they are right now—with a com-
pletely designed signature program and solid marketing strategies
–to the day they deliver their program. We create a “count-down”
to the event, and I cover everything from what to say to referral
partners to inspire them to spread the word about the program, to
what to say to get speaking engagements at churches and schools….
to the all-important, and always over-looked, math exercise to
determine how many people they need in their room to break-even,
make a profit, and have a healthy conversion into their next program.

A similar countdown is in chapter 11 of Speak Free and Profit (that
ebook you see on the right-hand side of the page), and it is very
detailed, but I’ll share what I had M&M do so you see how meticu-
lous you need to get. What do they do with all of the Touch Point
1 contacts I had them collect? They need to reach out to them
to see if they’re open to hosting M&M or referring them. I make
M&M write down all of the dates when they will make those calls.
Then they must mail the letter of introduction I wrote for churches
and schools.

Next (and promptly), in order to have something tangible to give
to these contacts, they must take the copy I wrote for them for
their promotional postcard and get it designed by a graphic
designer or Vistaprint, or Overnightprints. I make them put
the date in their calendar when they will send the copy to the
designer and when they’ll have the postcards in their hands.

Then, when will they go networking? They have just 3-4 months
to promote, and in that time, they need to saturate the market
with their presence and promotional material. And when will they
do their “video promotion” day, when they interview couples on
the street?

Next…how will they secure registrations? They need to add an
autoresponder to their technology, and have a page on their
website just for registrations. Even before that, they need to
secure a hotel, or the venue where they will host their seminar.
Again, I ensure that they write all of this down in their calendar
because I won’t be with them to provide accountability.

Very important, they need to carve out lots of time to practice.
And in order to deliver the “offer-from-stage,” they need to have
fleshed out the details of their next program (the 1-Day). So, when
are they going to sit down and design that program? They also need
to create a hand-out for their offer-from-stage—an order and/or
description form for the audience to hold while M tells them
about the 1-Day program.

Sound overwhelming? Sound like you don’t want to bother with
so much work? Well, M&M have each other to lighten the load, and
you can certainly hire someone to help you—but even if you work
alone, just taking one step at a time and putting each step into
your calendar are the keys to a smooth transition. Then, before
you know it, you’re on that stage, sharing the message and the solution
your market so desperately needs—and you look back at the stream
of things you did to get there, the frustration you experienced and
the pitfalls–and they all fade into the background. You are offering
an invaluable service, sharing your heart and your wisdom—helping
transform an audience—while you also make far more money than
you would working one-on-one. It’s well worth every step.

And M&M feel that way as we say good-bye. It’s been a steep incline
for them, doing things they’d never done before—and at warp speed,
no less: eight sessions in just one month. As we wind-down our last call,
the female “M” says to me, after much acknowledgment,  “We need a
break from you, girl!” I laugh. “Those are the sweetest words I’ve ever
heard. It means I did my job.” She responds, “You did your job
exceedingly and in abundance!”

Truly, I couldn’t ask for more.
I hope you enjoyed this 8-day blog series! And if you ever need
me to help you with your signature program, I’m here!

And you know that everything I did with M&M is available for
you in an 8 CD-Set, Getting Clients with an Irresistible
Signature Program that Sells AND Transforms, right?
I’m very excited to be able to offer that to you. Go see the
videos and grab your copy by clicking here!

Eavesdropping on Sessions, Sales and Marketing Comments Off October 21st, 2010