When I was preparing for my media tour for my book, Sell Yourself Without Selling Your Soul, I thought that I’d love being on radio and despise being on TV. I’m kinda shy and don’t really relish being in the spotlight. Radio, you can be in your fuzzies, sip your tea, and snuggle in with a cat on your lap.
But it turned out I loved TV. The fast pace, the thinking on your feet, the excitement of the cameras, suited my style and temperament. What I didn’t love was sitting back stage in the make-up chair for an hour while a stranger fussed with my face and hair slathering on grody make-up and misting me with hairspray. I don’t even like to put mascara on myself let alone have someone else that close to my eyes. It’s pretty darn personal.
So when Matthew Kimberley asked me to do a masterclass for his website,daily success deals via Skype split screen video, my first thought was…oh no there goes an hour out of my already hectic morning doing make-up.
But, then I remembered how much I loved doing TV. And since I would be talking all about getting on TV I just decided that I’d reward myself with delicious smoked salmon and cream cheese on a toasted gluten free bagel to start the morning right. Our cat Lucky is always at the ready as soon as I take the cream cheese out of the fridge so he can get his dab.
There’s no opt-in you can just see it as soon as you get to the website. But it only stays up until Monday April 29 so mosey on by.
Confession. It took me longer to do my make-up than it did to make this video. And no, that’s not a bullet hole in the art piece you see behind me in my office. It’s a vintage Purina Dog Chow Tin. I think the holes add to its charm.
- The biggest mistake you can make when it comes to getting on TV that can ruin everything.
- How to get chosen over your competitors-and still play nice.
- How to make yourself irresistible to TV producers.
- What you need to think about BEFORE you get booked on TV. (This can make the difference between making a fortune and not making a dime.)
- What to wear on TV. (Hint: we talk about socks).
- How a flash-drive can be save your skin and your show.
Plus, you’ll get to see something in Matthew’s hotel room that will surprise – and we hope – delight you.
To seeing your name in lights,
By Susan Harrow, media coach
So many people call themselves thought leaders now – but they aren’t. To be a thought leader takes some doing. It’s not so much about being original as it is about putting things together in an original way. Thought leadership marketing comes down to packaging your knowledge, skills, abilities, experiences, and yes, your thoughts in a way that makes you media worthy and worth listening to by your audience — a huge audience.
Follow these nine steps to get going on the path to be respected, heard and reverberated out into the world to become the very definition of thought leadership.
1. Cultivate an opinion.
Thought leaders have opinions. They shape a story. They position facts in a context. They make statistics come alive by interpreting them. We value people who give us perspective on things that matter most in our culture today.
Sheryl Sandberg, COO of Facebook and their first woman to sit on their board, said of the differences about how men and women respond to taking credit for their success, “If you ask men why they did a good job, they’ll say, ‘I’m awesome. Obviously. Why are you even asking?’ If you ask women why they did a good job, what they’ll say is someone helped them, they got lucky, they worked really hard.”
To follow her lead take a look at your field or industry and find something that irks or inspires you and start to formulate some opinions about it. Folk singer Joan Baez said, “I’ve never had a humble opinion. If you’ve got an opinion, why be humble about it?” Thought leaders aren’t afraid to voice a strong opinion. The media seek guests who have opinions that help us ponder what’s important.
2. Make a prediction.
Can you see the future? Look into your private crystal ball and share it in a press release. Over twenty years ago I told my literary agent that getting on TV and grasping at fame was going to become a national obsession. I wrote up a book proposal about how to get on TV, supplied anecdotes from my own experience as a publicist and media coach, and gathered statistics to show that this was going to be a hot new trend. He pitched my idea to all the top New York publishing houses.
9 was you can be a thought leader
Alas, the traditional book industry didn’t buy it. It was too far ahead of its time. But guess what? Didn’t that prediction come true? Practically everyone is now scrabbling for his 15 seconds of fame. New reality TV shows are popping up every year. The Fishbowl Effect has become our current reality where your iPhone video can make national news.
Know that when you make a prediction you’re intrinsically ahead of your time – and most likely will get disapproval and pushback. No worries. Time will bear you out. The important thing is to stand by your word, continue to accumulate evidence and keep touting your prediction during your media appearances. Thought leadership marketing is a process, not a one time event.
3. Shape thinking.
Keep up on current events. Thought leaders can comment on national radio and TV and in print on events as they happen. They are the first people the media call to put a story in perspective, to help shape thinking. They are often the people who pose the questions to ponder. They don’t necessarily have all the answers.
What they have is a point of view that helps others to consider consequences, options, and directions to difficult or perplexing problems. This type of thought leadership definition is organic and evolves naturally as the thought leader continues to hone his thoughts and message.
Robert Reich, professor of public policy at UC Berkeley, often comments on political and social problems such as how public higher education is being starved which will result in a shrinking middle class. His clearly expressed and statistically well-supported opinions are regularly heard on MSNBC and NPR. He’s a great example of someone who is personal, energetic, and captivating. I’m particularly endeared by how he bounces up when he can’t contain his energy as he delivers his message.
Your delivery and demeanor is every bit as important as the words you speak and can influence people subconsciously. Thought leaders are aware of how they are being perceived and work on refining their inner consciousness and outer appearance.
How can you start to shape a conversation that’s at the heart of your business or industry and at the same time reflect who you are and what you think?
4. Have a philosophy.
Have you noticed how many people have written a manifesto? It’s kind of becoming de rigueur. But many aren’t worth reading. They are trite or light. Your audience wants to know not only what you believe, but what you believe in. They want a philosophy that dives into their deepest longings — things that they feel that haven’t been expressed directly in a way that they can understand.
Manifestos are a sort of formalized philosophy. Wikipedia defines philosophy as “In more casual speech, by extension, ‘philosophy’ can refer to “the most basic beliefs, concepts, and attitudes of an individual or group”.
I love TED favorite Brene Brown’s The Wholehearted Parenting Manifesto, her leadership manifesto and my friend, photographer/writer Andrea Scher’s Superhero Manifesto. They are heartfelt, revere beauty and are holy without pretention.
Brene Brown thought leader in thoughts, words, action
During every media appearance you want to make sure that your philosophy comes through loud and clear in a story, vignette or example so your audience has a sense of who you are.
One of my favorite sayings is by Gandhi, “My life is my message.” And another one close to my heart: “Happiness is when what you think, what you say, and what you do are in harmony.”
When everything you do, say, are and think from your words to your website is in alignment™ then you’re completely congruent and your life becomes your message. This is what I have my clients and sound bite course participants put into practice before ever sending a press release out to the media. Often publicity hopefuls want to rush their offer to the media before all the pieces are in place. And that’s a big mistake. A reputation is easy to ruin and hard to regain.
In her media appearance on Oprah’s Super Soul Sunday, Brene Brown told a story about her daughter, Ellen. To my best recollection she said that Ellen’s teacher called her up to tell her she could tell whose daughter Ellen was by how she handled an incident in art class. As I remember it the teacher said, “You’re messy.” Ellen sat up straight and said, “No, I’m not messy. I’ve just made a mess.”
Brown told this story to illustrate a point about self-talk and not calling ourselves names or saying derogatory things about the core of us, but to focus on behavior instead of being. It shows you that Brown is walking her talk by transmitting her values and behaviors to her daughter and it gives you a sense of who she is. Your philosophy should shine through your stories in a natural way in every media appearance.
5. Spearhead a movement.
My client, journalist and author David Sheff who wrote the #1 New York Times best-selling book Beautiful Boy, (which later was turned into a movie) and wrote his second book called Clean, Overcoming Addiction and Ending America’s Greatest Tragedy. The title itself is an opinion. Sheff thinks that addiction is the worst problem in the U.S. today. You can tell immediately that he’s serious about this topic and wants to make an impact on this epidemic.
On his website he has a link to sign a petition to send to President Obama to end the war on drugs and declare war on addiction. Right next to that he has a link to an organization called Brian’s Wish to pull people together into a national movement to end addiction.
Thought leaders start movements
Sheff believes that we’re fighting the wrong war and he is making his opinion known – backed with five years of research and facts. This is thought leader marketing at its best.
When I first wrote this piece he had just started his book tour and has already been on The Last Word with Lawrence O’Donnell, NPR’s Fresh Air and Weekend Edition to discuss his views and to shift American opinion with the facts, stories and statistics in his book, speeches, and media appearances.
I media trained him to insure that he incorporated his most important points into every interview since he especially wanted to talk about this new movement.
We also wanted to make sure he could stand firm on his controversial beliefs when challenged. We practiced worst-case scenario questions and surprise ones too so he could maintain his equanimity and stay on point during each media appearance.
The media is interested in people who have inspired a movement. It shows that the topic has enduring value and interest if a substantial number of people have joined it. Spearheading a movement is so much more interesting than just claiming you have a big following. A movement shifts thought into action to create real and lasting change.
6. Be controversial.
Another client of mine, Dr. Sara Gottfried, a Harvard trained integrative physician, science nerd, yogini and author of the New York Times best-sellers The Hormone Cure, The Hormone Rest Diet, Younger and Brain Body Diet, peaks out on the overuse of pharmaceuticals for peri-menopausal and menopausal women. She says of women dealing with hormonal issues such as depression, lack of sleep, weight gain, mind fog, low sex drive, “You won’t find the answer in the bottom of a pill bottle.”
Gottfried takes a stand against the practice many physicians have to medicate their patients to appease the problem without seeking the core issue or root cause that’s the source of the complaint. Instead she advocates lifestyle shifts: “How to think, eat, move and supplement.”
Thought leaders invite controversy
Once you take a strong stance you can expect to be pitted against someone with the opposite view during your radio or TV interviews – because friction makes for good TV. Audiences love to see people who have opposing views that might even provoke a tiff, because sparks fly and unexpected things happen — which equal good ratings.
If you want to be controversial you also need to be prepared to be challenged and able to stay on message with equanimity and grace no matter how forceful or hostile the host or other guests become.
7. Play both sides.
While you can choose to be controversial, you can also choose to appoint yourself the voice of reason and examine both sides of an issue. Susan Freinkel, a journalist who wrote the book, Plastic: a Toxic Love Story, began an experiment that turned into an investigation of how plastic affects our behavior, our environment and our lives. The premise: To go one day without touching anything plastic. What she discovered? It was impossible — starting with her toothbrush and toilet.
Instead of taking one side to the story – plastic is evil. She explored how plastic is both a boon and a bane to the way we live in a New York Times Op Ed piece. In one sentence she played both sides of the topic: “In other words, plastics aren’t necessarily bad for the environment; it’s the way we tend to make and use them that’s the problem.”
Op Ed pages thrive on people who take a strong stand on one side of an issue as well as those who can shed light on both sides in an intelligent, thoughtful or provocative way.
In our media coaching sessions together Freinkel and I focused on stories about how certain plastics are negatively effecting our health, children, land and seas, and also which plastics are safe and useful and help save lives.
Great thought leaders can mediate both sides of an issue
On Fresh Air, she discussed both sides of this fiery debate with a level head. In other media appearances she backed up her findings with solid statistics and also by moving fascinating facts into the conversation like: “The average person is never more than three feet from something made of plastic.” And, “In 1960, the average American consumed 30 pounds of plastics a year. Today, just 50 years later, Americans consume on average 300 pounds a year.” Here is something a bit startling: “Just because a plastic is made of plants doesn’t make it ‘green.’”
By moderating the positives and negatives, by sharing information not widely known and educating us, and by using stories and statistics, you can become a trusted neutral source for change.
8. Coin a term.
During her appearance on The Ricki Lake show Dr. Sara Gottfried reached into her prop basket and pulled out a gleaming diamond Tiara, put it on her head and offered it to Lake, who said she didn’t want to take it off. Gottfried called taking uninterrupted time for yourself, Tiara Time.™ It’s catchy and easy to remember. Can’t you just imagine saying to your BFF, “I need some Tiara Time™ right NOW.”
9. Declare your vision.
Your vision is how you see the world in the future. It’s what you’re aspiring to in the big picture. It incorporates how you are going to serve. For example, I’d like to see Aikido, a type of Japanese Martial Arts, which I’ve been training in for eight years, incorporated into every school in the world.
9 steps to become a thought leader is about self-mastery
The principles of Aikido, The Way of Harmony, work as a way to polish the spirit, to turn lead into gold. The founder, Morihei Ueshiba says, “True victory is self-victory; let that day arrive quickly!”
I believe that, through this practice we can eradicate bullying and practice respect, compassion, and self-mastery on a daily basis in our hearts, homes, schools, and communities.
My dream is to combine physical self mastery with verbal and emotional mastery so every child in the world can: Speak your mind. Stand your ground. Sing your song™.
Declaring your vision during a media interview moves it out in a big way into the public eye. Not only have you taken a stand but you give thousands or millions of people a chance to take a stand with you. That in itself creates powerful change.
The point of being a thought leader isn’t just to get more media appearances, more sales, more followers, or more money. It’s an opportunity to make great shifts inside yourself and out in the world.
So if you aspire to taking yourself and your business forward in small or big ways, then focus on these nine things. And even if it isn’t in your nature to be on national TV or to gain an international platform, just pondering these points will give you clarity for your business as you grow and change.
By Guest Blogger Lisa N. Alexander
They were everywhere.
Advertisements for Black Friday, Small Business Saturday and Cyber Monday filled my inbox and jammed my mailbox. They were littered across my social media networks; they crowded the airwaves and even filtered into my online groups.
Everybody had something to pitch, hoping they’d end the year in the black and surely the White House said a prayer for a surge in spending to help economic growth.
As the first big shopping weekend of the holiday season drew near I pondered what I could possibly do, what could I offer with all the ads promising slashed prices and discounts galore.
What was a B2B to do?
I decided that I wouldn’t sell a thing. Instead I would give something away. I thought this unique selling proposition (USP) would definitely set me apart and stand out in the season’s raging sea of advertisements.
Earlier this year I hosted a marketing bootcamp; I covered eight marketing topics and decided to give away one of those sessions…Design 101. I bought a domain name, built a quick landing page and placed an ad on Facebook and put up a flyer in a few groups. This would be my test to see if this crazy idea would be worth expanding next Black Friday.
Here’s what happened
- From November 23 to November 26 my Facebook business page saw likes increase by 5.5 percent. Not too bad given my ad’s parameters.
- Twenty-four people signed up to receive the free session and 41 percent of those people had no previous engagement with my brand.
- The jury is still out on conversions because those who took advantage of the free offer have a few more days to purchase the entire bootcamp at the discounted price. (It is the holidays and lots of people like to wait till the last minute.)
Will I do this again next year? Definitely. This campaign allowed people to experience my brand in a way typically not available to prospects. Forty-one percent of the people who requested the free session had never engaged with my brand previously.
Free stuff in general. Everyone usually has something they give away for free. It’s how we build our lists right? Amazingly, the other 59 percent of the people who took me up on my free offer were people who were familiar with my brand. To be quite honest I was shocked to see some of the names of the people who requested the session.
My blog is a great source of information, I have a business event list that I put out just to subscribers and other freebies but the session pulled in a different caliber of audience. Giving away something of value hands down seems to be the best draw. So it’s not just about giving away something for free, it’s about giving away something really good for free.
Closing the deal. Next year, I’ll definitely shorten the sales window, no more than a week after receiving the free session.
So that’s it. My USP for Black Friday, Small Business Saturday and Cyber Monday connected me to new members of my target audience and I was able to offer this group and even those familiar with my brand something they truly valued. I’ll call it a success even without my sales numbers which I’m sure will drive some in the C-suite absolutely nuts.
Known as The Marketing Stylist™, Lisa N. Alexander helps entrepreneurs and small business owners grow their businesses through strategic marketing and planning. Lisa describes this process as helping clients develop their WOW factor for their big marketing red carpet events. Web launches, advertising campaigns, social media marketing, new business launches are all big marketing events that require the expertise of a stylist and her clients love her work. Lisa is also an author, public speaker and was featured as a mom business with a “stellar” unique selling proposition.
By Guest Blogger Ronnie Nijmeh
Whether you want to add credibility to your name by becoming a “published author” or you want to attract targeted leads into your website, having your own book is an invaluable tool for growing your business fast.
In fact, it’s such a powerful technique, I recently wrote a blog post about how publishing your own book can get you more clients and sales in your business.
However, today, I’d like to share a new strategy for creating a short book that not only makes the process easier and faster than ever…
… but will also drastically capture people’s attention, interest and desire for your products and services, like nothing else I’ve seen before.
The good news is, with this strategy, your book doesn’t have to be a 300 page novel. In fact, if you follow the formula below, not only will you create a “gushing” desire for your products, but you’ll also do it in less than 10 pages.
Here it is, in 5 simple steps:
- Present a problem. Tell people about the problem they’re having and why it needs to be solved sooner rather than later. This prequalifies your readers so you know this book is for them.
- Explain why other solutions don’t work. Don’t mention competitor’s names, but outline different possible solutions your reader might want to try, and why those solutions might not be the best option for them.
- Offer a better solution. Give the reader some short, practical steps they can take to solve their problem themselves. Make sure you also let them know there is an even easier solution coming up, if they keep reading.
- Conclude your overall message. Recap the problem, the possible solutions, and the fact that your reader now has a way to solve the problem themselves, albeit the hard way.
- Offer an even better solution. This is where you show the reader there’s an even faster/easier/more effective way to solve their problem, through buying your product or hiring you. Make sure you explain what makes your product or service unique and how the reader can benefit from hiring you. Include a website link, or a number they can call.
Yes, it really is that simple and as you can see, it’s very similar to a traditional sales pitch.
The difference is, when you offer tips (step 3) and then package this up as a book, it doesn’t feel like a sales pitch to your readers, but still has the same sales inducing effect.
But there’s one caveat…
Nobody is going to pick up your book, or ever trust a word you’re saying, if it doesn’t look the part.
Design matters, more than ever.
For example, did you know that, according to a recent university study, 79% of people said they actually judge a book by the cover?
And it’s not just the book cover that matters.
What happens when you buy a book that has terrible inner page design? Well, it’s like walking into a beautiful looking restaurant, to find dirty tables and under-cooked food.
Which means, without the right design tricks, you could be wasting your time creating a book.
And don’t just take it from me.
Jamie Cawley increased her book sales by 44% with simple design tweaks.
So if you want your book to generate leads and sales with the above formula, don’t fall at the last hurdle and lose reader’s trust, with a bad design.
Register for the Book Sales Booster webinar today, and you’ll know exactly how Jamie boosted her book sales with simple design tweaks that anyone can do.
And to really make sure your next book succeeds, you’ll also discover how to launch (or re-launch) your book to create a flood of targeted traffic, for free, in days.
It’s all based on what’s working in the real world, for some of the biggest selling authors around.
The bottom line?
When you use the 5 step formula above to create your next book, you can generate a serious amount of exposure for your business… and presell your products and services at the same time.
But if your book looks like junk, then you’ll quickly lose trust and people won’t bother to read through it. And if your content doesn’t get read, you don’t get leads, period.
Register for the webinar to learn how to create a beautiful book inside and out that gets you clients, customers, leads and reads:
This webinar is being presented by Ronnie Nijmeh, who runs two successful publishing companies and has been enjoying a six figure income online since 1999.
Ronnie has even been featured on national TV and Radio in the US and Canada as a result of publishing quality content, and now he’s going to show you how it’s done, the right way.
So, if you’d like to know exactly how to format and design your books for maximum readability and “Jump off the shelf” attention, then make sure you register for this webinar here.
By: Rob Scott
It’s incredibly important to have the skill of being able to “get clients,” because if we can’t get clients, then we don’t have any business. And I know too many people (including myself a few years back) who struggle to find enough clients to make their business succeed.
In a recent survey I did, I found that almost all coaches want to have at least 10-15 clients. But a HUGE 81.3% of those surveyed only had 3 clients or LESS (many had 0, 1, or 2 clients), which in most cases is not enough to make a living.
Almost all coaches, need more clients. And I’m sure this is true for consultants, accountants, massage therapists, and all kinds of other professions that serve clients with their businesses.
Let’s look at the top 3 things holding us back:
Reason #1 – We Resist Selling
The first reason has two parts… First is that deep down, we are afraid of rejection. We avoid rejection in lots of areas throughout our lives because we’re trying to stay safe. But what ends up happening instead is we stay SMALL.
Think about it, guys don’t always ask girls to go out because we worry they will say no. We don’t ask for raises even when we feel we deserve them because we’re scared of being turned down. And we certainly avoid sales conversations because we do not want to be rejected and embarrassed.
But there’s another part to why we resist selling… And this one I like to blame on the used car salesmen. It’s our deep desire to never look pushy, or annoying. You’ve probably had the experience of dealing with a pushy salesperson before. It feels horrible. And so many of us don’t want to look like that, and we avoid selling, so we are never perceived that way…
These two reasons, being worried about rejection, and not wanting to appear pushy are enough to stop most people from trying to sell at all. Many of us may be aware we dislike selling, but for some of us this is totally unconscious. And we wonder why our business isn’t where we want it to be.
We need to get this handled. We need to see that there is a way to stay heart centered and really authentic when we sell. And we also need to realize, it’s not really about us, it’s about connecting the right person with the help, service or product they need. That’s all.
Reason #2 – We don’t know how to find and approach new prospects
I remember sitting at home waiting for the phone to ring. I had become a coach, and was sure that just because I was really good at it, people would start showing up. But boy, was I wrong. Here’s the sad, harsh truth…
They are not coming.
People are not looking for you. They are not waiting around the next corner to come running to you. And there probably aren’t that many people actively referring you. Getting business is your responsibility. You must go out and find your clients.
But even once you find them, let’s say you’re at a networking event with a hundred of your ideal clients all around you, do you know how to approach them? Do you know what to say to begin the sales process? Most of us don’t, and we can usually thank resistance (reason #1) for that.
You see sales is a process, it’s not an event. We need a system for how we find and approach and talk with people. I call this the sales funnel. And once you have this down, you’ll find yourself in lots and lots of sales conversations…
Reason #3 – We don’t know how to close the business
There you are, you approached perfectly, and now you’re talking with someone you know would be a perfect client of yours. But what happens next?
Is this when you help them with something for free so that they really know what you’re doing? Or is this when you tell them how much you cost? Should you play “hard to get” and tell them you’re not sure if you have any time on your schedule? Or should you let them know that you can work with them whenever they are free because you’re really excited at this opportunity? Should you upsell extra services or products right away when the iron is hot, or wait until they’ve been a client for a little while?
How do you actually sell?
So many people struggle here. Specifically talking about the money, and the details of what we do can be really difficult. Most people need a lot of help here.
Know this, there are 4 proven stages of any successful sales conversation:
- Find the (real) problem
- Provide immediate value
- Connect and make them feel understood
- Close the deal
I created this systematic approach after studying lots of material, and looking for what really works for a very long time. But it’s also important to make this completely “Question Based” so we are not there trying to explain how great we are, or pitch any ideas to our prospects. We can actually sell using only a series of questions, and create a space to see if our services and products are a right fit.But most don’t have this figured out yet. Most of us are stuck. We resist selling, which is natural. But this leads us to not doing the most important part of our business–selling. And if we don’t do it, how can we possibly be good at it?
Learning to sell is incredibly high leveraged. If you know how to do this, you can turn your business around in as little as a few weeks.
Take a second and imagine what would change if you created a simple sales funnel that was repeatable and worked. Imagine knowing exactly where to find your ideal clients, and how to approach, and close them at will, in a way that was heart centered, and completely comfortable for you and for them. And what if it was something you enjoyed and were really proud of doing. Something people even thanked you for?
Or, what if you do nothing about this, and stay the way you are now? For most people that’s a couple clients at best, struggling and hoping things get better at some point.
If it’s time to become better at getting clients, and learning how the sales pillar of your business should be running then join us here for this 90 minute free webinar.
I will be showing exactly how to create your sales funnel, sharing how to connect with your target audience online and off, and we’ll go deep on the process to close them.
Rob Scott is a Master Business and Marketing Coach who helps business owners, coaches, and consultants create effective marketing and sales systems that dramatically increase profits, often in just a few weeks.
He’s built a sustainable six-figure coaching practice while typically coaching only 2 days per week. He is known especially for his signature sales techniques and has personally closed more than 6 figures of business from a single networking event without a working website.
By Dan Hollings
“ZERO? I wish I had discovered this $1,000 ago!”… As hundreds of authors, small business owners, consultants, marketers and entrepreneurs take a hard look at their addiction to spending money on the tools and services they need… many are now scratching their heads in disbelief as almost every pre-conceive notion they’ve ever had about marketing costs gets blown away.
Yes, it’s every marketers’ addiction. And a costly one at that. But the good news is, there’s a cure! And it’s a lot easier than you might imagine. Read on…
You’re an author, marketer or entrepreneur, right? Day-in and day-out you strive to maximize your profits on the Internet, on mobile, and through social media, correct? If you’re like most, you constantly seek traffic, customers, business and referrals… that’s smart. And whether you are promoting online, offline, or on mobile, you know the key is to seek targeted leads and prospects whenever and wherever your time and budget permits.
We’ve all heard time and again that setting up landing pages, building a lead generation site, posting to blogs, pinning on Pinterest, and a little search engine optimization (SEO) can be good. If we have time, we know that creating audio podcasts, YouTube videos, and presentations, just adds to our potential. We realize that publishing a Kindle or iPad eBook can reach new customers. And the importance of building a list, sending out newsletters, developing relationships and occasionally sprinkling in a press release or two can’t be under estimated.
And let’s not forget social media! An engaging Facebook fan page, “LIKE” it or not, has become integral to our success. And we tweet like a bird (sometimes wondering why), beg for PLUS ONES on Google+ and well… the list goes on. It’s part of being a modern day author, marketer or entrepreneur in our always connected, always evolving world.
Some call it marketing, some call it lead generation; some call it “building business relationships” and some call it budget busting hard work. But regardless of what you call it, if done right, it can be a marketer’s best friend. It can make you rich. It can make you poor.
Depending on your goals, your approach, your strategy, and the various tools you may need, all this “marketing stuff” adds up. That’s right, it’s easy to spend more money on the tools you need than the leads and money you generate. If you haven’t said it yourself, I bet you’ve hear the old truism, “I’d be rich if it didn’t cost so much to get there!”
Have you ever added up all the money required to get this stuff done?
Below is a summary of the monthly expenses for a recent campaign an author friend of mine did (check his numbers if you don’t believe it – and don’t get hung-up on the tools that are named, they are just popular examples). Sure you might skip a few things, but should you? Really?
- Autoresponder / List Builder (aWeber) $19.00
- Web Site or Landing Page (Site Tonight or InstaPage) $ 7.00
- WP blog + Thesis theme + numerous plugins $18.64
- Hosting (Hostnine) $6.95
- Shopping Cart (BigCommerce) $24.95
- Helpdesk Ticket System (Zendesk) $9.00
- Mobile Site Builder (GoMobi) $5.99
- Mobile APP (Widgetbox) $25.00
- Facebook Fanpage Builder + Apps (NorthSocial) $29.99
- Text Message System (Trumpia) $25.00
- Webinar Platform (GoToWebinar) $99.00
- One Press Release per month (PRweb) $89.00
- eBook (KIndle) prep and publishing $97.00
- Various lead generation tools $78.00
- 175.00 mo Paypal Processing on $5000 mo retail
(2.5% + .30 transaction fees)
This totals $534.52 per month in marketing tools and services (OUCH!)
Wouldn’t it be nice to do all this and more… literally OUCH-FREE?
What if your marketing and lead generation costs went away? What if that monthly $534.52 just disappeared—Poof! What if you still had access to ALL the marketing tools and services you needed, but your costs were absolutely ZERO!
What if you needed even more tools or different tools, imagine if everything you needed cost ZERO. What if you woke up tomorrow and ZERO was REAL?
There is a cure for spending too much money on the tools and lead generation you need. But the first step is overcoming skepticism. Those old clichés like “if sounds it’s too good to be true there must be a catch” or “there’s no free lunch” or “you can’t have your cake and eat it too,” those are beliefs from pre-Internet days.
Many companies today have found unimaginable profits in a new way of doing business known as the “Freemium Model.” High quality tools and services are given away free and revenue is generated from creative ways (up-sales, advertisement etc).
Examples are right under our nose: Google, Facebook, Pinterest, Pandora, Dropbox, MailChimp etc. You likely use several of these services already, however, if you write checks to any of these companies, you are in a rare minority.
Here’s the secret: if you can learn WHICH tools are the best and HOW to set them up PLUS master the art of weaving smart strategies into this mix, you are on your way to great results, for absolutely zero.
Want proof? I was the Internet strategist behind the mega-million dollar marketing campaign for The Secret. Want to know the biggest secret? It was a zero-cost marketing campaign. This mega-million dollar campaign likely dwarfed every other marketing campaign you’ve ever heard of, and yet the marketing itself was done on a zero budget.
Ever had a “great idea?” For a new book, a new product, info-product, service or event? Sometimes we spend way too much time (and money) getting our marketing funnel all built, our tools & pages set-up and our product ready for delivery. By the time you are ready to “go-live” you’ve driven yourself half-broke and half crazy. Two to three months into the game, you roll your “great idea” out, only to discover YOU were the only one that thought this was a great idea in the first place. Been there?
The next time you have a “great idea” head over to LAUNCHROCK (www.launchrock.com) and set up a quick “Viral Launch Page.” This requires nothing more than a compelling HEADLINE, a snippet of TEXT describing your idea and a big IMAGE that places your visitors’ mind in the center of your “great idea.”
In 15 to 30 minutes, you’ll have a great, viral destination to send traffic to. Here’s the clincher… if your idea is good or your idea is bad, you’ll find out within a week to 30 days. Perhaps you’ll only need to tweak the idea, perhaps you’ll discover you’ve struck gold, or perhaps you had better stop wasting time and move on to another idea.
If you “great idea” resounds with others, Launchrock will help build an early group of evangelists for your future “go-live” or product launch. You should incentivize your sign-ups with early access to your product, service or idea. You might select a group of beta-testers from those that are referring the most friends. The bottom line is that when you later roll things out to the world, you’ll already have a group of fans and evangelists that will help you gain tractions on a larger scale from the beginning.
This strategy allows you to push out more ideas faster, at zero-cost, test the waters, build evangelists, find readers, find beta testers and tweak you idea… while saving time and money.
Will ZERO COST strategies and ZERO COST tools work for you? For your books? For your products or services? In your niche? With your skill-set? YES! This is a no-brainer, or should we say, “A ZERO-Brainer?”
Join me for this compelling webinar (pre-recorded so you can watch it right now). You’ll leave with a new found love for the magic of “zero-cost marketing.”
by Susan Harrow, Media Coach & Marketing Strategist
Today BlogHer Inc published their fifth annual study of women and social media, conducted with Vision Critical, a market research and analysis firm.
The results of this study give marketers who are looking to connect with women audiences online with insights into the opinions of women who use blogs, Facebook, Twitter, Pinterest and other social tools.
“This survey of 2,000 U.S. women online makes a clear case — using purchase behavior and a “trust test” pitting a blogger against Facebook updates and ads featuring a celebrity — that blogs are the single best use of marketing and advertising dollars by brands that want to affect purchases by women online.”
So pay attention to where you are putting your marketing efforts if you want to reach women.
by Susan Harrow, Media Coach & Marketing Strategist
You may have noticed all the gurus use video on their squeeze page.
The shocking, scientific fact is more times than not those videos decrease response.
So why do they do it?
Mostly to get more joint venture partners, because affiliate believe that a video with a squeeze page will convert better…
So if you’re trying to “model” the guru squeeze pages, you’re probably hobbling your business when it comes to opt-ins.
There’s got to be a better way right? Actually there is… and it only takes 4 minutes to create your own squeeze pages… that can convert at 60%+. The secret is in the simplicity.
To discover the whole story, click on the link below now: http://bit.ly/ypHIR2
These shocking discoveries were made by internet marketer Jason Fladlien, after many split tests. When he shared these resutls with me, I was floored.
And that’s just one of the many secrets about squeeze pages, deliverability and follow up sequences he has to share with you…
Get Your Squeeze Page Secrets: http://bit.ly/ypHIR2
by Susan Harrow, Media Coach & Marketing Strategist
When you register for Brendon Burchard’s Expert Academy through my link here: https://burchardgroup.infusionsoft.com/go/ea5live/SusanH.
Yup. You heard it right. If you sign up for Brendon’s course I’ll give you the Your Signature Sound Bites Course for Zip, Gatz, Nada, Nothing – INCLUDING 10 weeks of group media coaching with Alison Luterman and 3 months of Q&A calls with me for…NOTHING. FREE.
How great is that?
Let’s do it!
Just forward me your email receipt from Brendon showing that you bought through me (his devoted affiliate) and we’ll get you registered in the sound bites course ASAP.
To your outrageous joy and good fortune.
One more thing: Do you want to OWN the new economy?
Brendon has some thoughts on success in this new economy, where ideas rule and everyone is looking for help and new strategies right now, the most
successful people will be content creators, trainers, and information marketers.
People who use their life’s story and strategies for success to help other people improve their lives or businesses will have more income, influence and impact.
Simply, “experts” now own the economy. They do this through books, speeches, seminars, coaching, and online marketing.
If you want to join the ranks of the new rich, then you have to position, promote and get paid as an expert. The best training we’ve seen for that is right here:
He just opened his program to the public – with over $65,000 of bonuses! https://burchardgroup.infusionsoft.com/go/ea5live/SusanH
He’s only taking 400 registrations. That might sound like a lot, but it’s not. They go fast.
Copy this: the “Home Page ATM”: Online Marketing Strategy
by Susan Harrow, Media Coach & Marketing Strategist
A lot of people are trying to earn more revenue online based on their expertise, but have you ever wondered simple questions like what to put on your homepage? I just had a conversation with a client about this this morning.
She didn’t have an obvious link for clients to book a consult with her.
One of the ways that you communicate that you’re an expert, create value for your visitors, and actually make money, is paying attention to using your home page to generate interest and income.
Brendon Burchard, the Experts Academy guy, has a simple and effective approach called “The Home Page ATM.”
Check it out: https://burchardgroup.infusionsoft.com/go/ea2/SusanH
This video, like all Brendon’s videos, is awesome. I can’t believe he’s sharing his best online marketing strategies so openly. This was something he reserved for his exclusive in-person events that people pay big money for.
I also like how Brendon explains his 1-Page Membership Site – it’s one of the easiest and straightforward strategies I’ve seen to monetize your content online.
These two approaches helped Brendon go from broke to over $4 million in sales in 24 months. Such a great story.
This all proves that sharing and monetizing your knowledge and advice online doesn’t have to be that complicated. It’s totally worth the optin. Enjoy – and take notes!