Members Only Weekly Review · April 30, 2022 · #591
When speaking in real space and time, especially now after the pandemic curtailed in-person meetings for so long, you may find your audience is distracted before you begin. Because your success depends on getting and holding their attention, it's possible that you'll need something more than just a great introduction (which we are covering in this month's webinar).
Way back in the golden olden days pre-pandemic, my friend (a substitute teacher) Katrina Ayres taught me how to get a group's attention by clapping. I used that exercise effectively, then added a couple of twists of my own to magnetize attention and create excitement. Because I love speaking to a pumped up, enthusiastic, electrified audience!
Here's my script for an attention-getting call-response series with gestures [in brackets]:
If you can hear me [one hand to ear], clap once. [clap hands once]
If you can hear me [one hand to ear], say "hey." [point with ONE hand]
Can you hear me [both hands to ears]? Clap twice. [clap hands twice]
Can you hear me [both hands to ears]? Say "okay"! [point with TWO hands, bouncing twice]
Can you hear me [one hand to ear]? Clap once. [clap hands once]
Can you hear me [both hands to ears]? Say "YAY"! [raise ONE hand like a cheer/fist pump then raise both hands and applaud].
I've used this at networking and association meetings, seminars, and even at a boisterous meeting outside. It works!
Members Only Weekly Review · April 23, 2022 · #590
We talked about how to sell with integrity while speaking at Thursday's webinar. And we even included a literal template with verbiage to use in the materials!
But the one success factor that we didn't get to explore in detail is what to sell when you're speaking.
Obviously, you can sell products, services, experiences, information, packages, and so on. But what does that look like?
Want to create the most irresistible, tempting, and profitable offer possible? The right tools and info are available for you right now in the membersite.
ProTip: Don't bother rewatching the videos. Just take a look at the tools (all PDFs).
My first and best suggestion is the Lead Bait Rating Tool from the recent Lead Gen Bait webinar. This handy one-pager provides a checklist to help you figure out what your market wants. Be sure to look at the Lead Bait Ideas & Format Checklist for more ideas.
Two OTHER tools that can be helpful as you design your irresistble offers:
DIY Marketing Center Weekly · April 9, 2022 · #588
Everybody makes mistakes, and I've made my share. 🙄 Unfortunately, these mistakes cost me time, money, profit, and peace of mind!
But I want better for you, so I'll share my worst mistakes (and my lessons learned) so that you can avoid making them yourself. 😊
Mistake #1: Spending more time working IN my business instead of ON my business in the early years. Generating revenue, serving clients, and managing a business is even harder without the proper tools, structures, programs, and policies in place. Layer the misguided notion that "time=money" on top of that, and I had a recipe for disaster. I was overworked, underpaid, and underappreciated! Once I adjusted my perspective to think about delivering value instead of hours, I worked less, earned more, and had happier clients.
My Power Up: Leveraging time whenever possible, such as speaking to sell one-to-many instead of one-to-one.
Mistake #2: Not having "next step" programs and packages for eager clients. In my defense, I never bought into the concept that the customer knows how much coaching they need. Because if my prospects had their way, they would get a full marketing plan, messaging package with elevator speech and tag line, plus a branding kit in a 20-minute session for $75. But that's just not how it works.
I knew that my prospects were more likely to buy and commit when they knew exactly what they were getting when they bought, so I created packages. What I didn't realize was that they needed and wanted more support than just creating the plans; they needed some sort of maintenance program. So my retention strategies kicked in later than they should, but I can say with 100% honesty that I now have clients who have been with me continuously for over 15 years!
My Power Up: Creating a membership program to deliver great service affordably.
Mistake #3: Not repeating my most successful campaigns. It would be convenient to blame this mistake on my relentless commitment to innovation, but that would be a lie. I also underestimated my clients' interest in revisiting and improving their performance in some areas. Turns out that I can innovate through repurposing and/or updating material, and/or expanding the audience. So bottom line, every success is duplicable. Just wish I'd done it sooner.
My Power Up: Scheduling my year in advance with my marketing MAP*, cross-referenced with my Monitor* (the third tool in my Profitable Marketing Machine).
Mistake #4: Abandoning ideas with great potential too soon instead of working out how to make them succeed. This is about taking the "fail faster" concept to an extreme! I've thrown a lot of stuff against the wall, so to speak, to see what works, and when something didn't work immediately, I used to just move on to the next idea. Stupid mistake. What I do now is ask myself these three questions: Does this idea merit more time, energy, resources? What did work, that I can use and/or improve? What can I do differently, knowing what I know now (after failing on my first attempt)? In other words, I focus on incremental improvements for the win!
My Power Up: Quarterly "Focus Days" to review my Monitor* for actual versus projected or desired performance.
Mistake #5: Not setting up my own Profitable Marketing Machine* earlier. As a marketing professional, I thought I knew what I was doing, and I absolutely did, when all I did was marketing. But I had no idea how much easier juggling marketing, business management, and client service delivery would be with a fully functional integrated marketing machine. I am a total evangelist for this concept now, especially because I know with 100% certainty that it really truly works. Because it provides total clarity in terms of what to do, when to do it, and how it's working. And when you see your results in numbers, you don't have to guess what to do. You simply adjust your actions until you get the results you want.
My Power Up: Creating and using my own Profitable Marketing Machine*.
*The Profitable Marketing Machine includes 3 powerful elements: The Blueprint, MAP (Massive Action Plan), and Monitor.
The ENTIRE 16-session Profitable Marketing Machine video series, plus all the tools, exercises, and examples are ready for you right now! Feel like a weekend binge? YES!
DIY Marketing Center Weekly · April 2, 2022 · #587
Recently a client came to me in tears because of the rate of unsubscribes her newsletter had that month.
"Why do they hate me?" she sobbed.
I told her to relax, and remember that most newsletter unsubscribes are NOT about her.
That's right. Very often, your newsletter unsubscribes are not about you, but about your subscriber. Let's unpack this.
Why most people unsubscribe:
1. Email overwhelm. They get too many emails from too many sources, and your email newsletter gets caught up in their purge.
2. They didn't subscribe on purpose. Maybe they didn't realize that downloading your lead bait or purchasing from you would result in a newsletter subscription. And they're just not into yet another email in their Inbox.
3. They're no longer interested in your subject matter. Could be they left that job, closed that business, or had whatever life transition happen that negated their interest in your stuff.
So much for the reasons beyond your control. Now let's talk about why those unsubs could (maybe?) be your fault:
4. They forgot they subscribed. Because they don't hear from you often enough to recognize your name or expect your emails. Oopsie! Time to stick to a regular publication schedule.
5. You send too many emails. Twice a day = too often. Unless they expect to hear from you on a daily basis, once a week to once a month is probably about right.
6. You're not delivering value. Subscribers want to know what's going on, get your advice, and so on. But relentless sales messages without offering high-value content? Not so much.
Now that we know why most folks are unsubscribing, how could that be a good thing? Good question!
Because unsubs peel off those who are not in your target market. Giving you a better idea of how many people (prospects?) you have on your list.
Because unsubs provide valuable information about the quality of your content. So you can improve it if you need to.
And because you can be confident that those who stay are there because they want to hear what you have to share.
Do you have more questions about marketing? Insider+Plus members, join me on Monday for the Live Marketing Q&A. Let's talk about YOUR stuff!
"I wanted to take a quick minute to say thank you for all your advice on the call this morning. I feel very blessed to have you in my life and on my team with all your brilliant ideas and support. Thanks for being you. And, thanks for collecting such amazing people into the SOHO community. It really is inspiring to listen to and to be around people who are walking the walk and getting things done." ~Connie Dorigan, CPC, www.dorigan.com
"Thank YOU!! It was a very relevant and reassuring meeting with you. I have so much more focus, motivation and enthusiasm around our business since the beginning of the year when I took the time to contemplate, strategize and plan. And it already seems to be paying off – literally!" ~ Jennifer Corio, www.cobaltdesignworks.com
"Thanks for putting together such a great group, Ronnie, where I can actually say my business grew 61% in one year because of ideas and support I received through SoHo MM!!" ~Victoria Cook, ACC, www.TheGuiltFreeCoach.com
"Can't brag enough about 500% business growth for 2 years in a row because of the Masterminders :-)" ~ Berry Kruijning, www.coachcrowning.com
"Mastermind has helped me double my income and cut my expenses in half." ~ Brandie Kajino, www.SoHoSolutionist.com
Am I ever delighted with the Mastermind group. My first month's value was worth the cost of the entire year's participation!! ~ Tammy Cook, www.RenaissanceMinds.com
"And speaking of impressed, you too, continue to impress me. I LOVE the inspiration calls, for their inspiration and for their accountability. So thank you." ~ Connie Dorigan, www.dorigan.com
"I enjoy and appreciate all the attention and the direction of the new Marketing Mastermind. I notice your added energy and focus and find value in it. Hearing the same things in different ways allows the information to integrate more fully. After listening to you, I am ever more understanding of the dance between listening and sharing. When you speak, there is the intertwining of your years of experience. I am gradually learning the various pieces that you put together so skillfully and gracefully. Then you top it off with your powerful strength of ideation." ~ Caron MacLane, Circle Coach & Consultant, www.CaronCircleCC.com
"You treat everyone as if they are the only person in the room. I have recommended you to my good friends and will continue to spread your name. I was impressed by your generosity of information, and your grace throughout your greetings, meetings and farewells." ~ Tammy Sanderson
"The MasterMind weekend was truly inspirational. I felt as if I had been wearing blinders, and they were suddenly gone. It opened my eyes to the possibilities of where my business can go, and how to get there." ~ Holly Stokes, The Brain Trainer, NLP Coach, www.ExpandingPotentials.net
"You're such a great coach and I've learned so much. Thanks for everything!" ~ Darlene MacAuley, www.AustinHypnobabies.com
"I really enjoyed the marketing workshop on Saturday. I learned SO much. You are a fabulous presenter: knowledgeable, friendly, caring and more! I am excited about implementing new strategies for my business." ~Paula Rudberg Lowe, Expressions
"I learned so much in the marketing mastermind class as well as in our one-on-one sessions. I got exactly what you promised: a great plan and a clear vision of my business and marketing. It was truly worth the time and money!" ~Valerie Warren, Streamline Solutions
"I just finished my marketing plan. I can't believe how easy it was after your class...I can't believe I actually have a marketing plan put together. Good gracious, I'd read quite a few marketing books and took notes, but then all I had was a computer file with a lot of notes. Now, after your one-hour class--and the Friday deadline--I actually wrote it down and even went through some of those notes while I did it. Wow. I can't believe I did it! Thanks so much, Ronnie. You're terrific!" ~Julie McDonald Zander, Chapters of Life Memory Books, www.chaptersoflife.com
"You are an amazingly generous soul who is helping small businesses like mine by your emails and the very approach that you take to business. Thanks for being such a help!" ~Sharon Silver, Center for Conscious Parenting
"I can't tell you how much I've gotten from working with you. Our private session just now was very helpful and I WILL make those calls this week and next. "~Michele M. Downey, MBA, RD, Food Marketing Consultant, http://www.mmdowney.com/
Marketing: The art and science of attracting, acquiring, and retaining clients profitably.
The purpose of marketing is revenue.
The process of marketing is relationships.
The practice of marketing focuses on market, message, and media.
The path of marketing is know, like, trust, try, buy, refer.
SoHo Business: A small office or home office-based business.
Micro Business:Usually a sole proprietor, freelancer, consultant or independent professional. Can be full- or part-time, working from home office, outside office, creative, loft, mobile, retail or manufacturing space.
Small Business:Less that 100 employees and/or $2 million in revenue per year.
Medium Business:More employees, and more revenue.
Big Business:I think we all know the answer to this one.
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